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    Executive Summary

    We the beginning entrepreneurs of Concordia College decided to put up our own

    business that we called fruity Lambanog. We will penetrate the wine industry here in

    Philippines.

    We all know that Filipinos love to enjoy good life. Using their spending power.

    his concept brought us the idea to create a product that suite not only for high end

    consumers but also for mid and low class of consumers. his product Lambanog is a all!

    natural.

    "ur very own Fruity Lambanog which made from coconut#that carries $%& proof

    alternatives or '(& of alcohol. )t includes the sap from the coconut flower and then

    prepared and fermented to turn into tuba which is popular coconut toddy. We decided to

    have a line e*tension which is to include flavorings for our Fruity Lambanog like mango#

    apple# grapes# blueberry# bubblegum and more. "ur product will be sold at different

    prices which are +% ,-.( L original flavor and /( ,++%ml for the flavored lambanog.

    "ur goal was to satisfy our customer in every bottle of Fruity Lambanog we sell0

    to able to achieve it we decide to lessen the alcohol content for standard product to

    around '(& to suite local tastes as well as foreign tastes.

    Fruity Lambanog is a small business scale level. 1ince# we are new in the business

    firm it is recommended to start up in a small one. We also considered the number of

    employee that we hired for deciding the si2e of our business. 3ll of the entrepreneurs

    have a degree in 4achelor of 1cience in 4usiness 3dministration and are respected during

    their college life.

    5akati City is the second largest City of the Philippines. 3nd according to the

    research 5akati posted with the lowest unemployment rate at -%./& and the highest

    employment at 6$.6& according to the latest force survey. he country had an

    employment rate at $+.( percent and unemployment at 7.( percent. 3ppro*imately 6$.6

    percent potential customers are the primary target of business.

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    "ur competitive edge is our dominance of uni8ue and fresh distillation process of

    creating our wine and traditional high!8uality product workmanship. 3lthough there are

    many wine manufacturers# still we have our advantage to them because of the natural

    ingredients that we put in our li8uor. We don9t use any artificial flavorings.

    Company :ision;

    "ur :ision is to build our company by turning challenges into opportunities and change

    into growth.

    Company 5ission;

    Fruity Lambanog is committed to finding high 8uality wines and products which enhanceits enjoyment# to maintaining the highest level of e*pertise and professionalism in order

    to market and sell these wines to the market# and storing# and delivering these products in

    the most responsible manner.

    Business Description

    a. Name and Address of Business:

    Fruity Lambanog is located at 5akati City where it is the financial center of the

    Philippines0 it has the highest concentration of multinational and local corporations in the

    country.

    b. Name and Address of Principals:

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    5acalino# 5c!joseph E -$76 Aatamanan 1treet# ondo 5anila

    4allicud# Bade E -(+$ :alentina 1treet# Paco 5anila

    Pantinople# 5elchor E ($ :illa 4arbara 1treet# Pasay City

    Linganay# lson ?iel E -/%- :alentina 1treet# Paco 5anila

    c. Nature of Business:

    Wine )ndustry G Lambanog Depot

    d. General Description of Business

    Uni8ueness of Products

    We all know that Filipinos love to enjoy good life. Using their spending power#

    they pamper themselves with things only the elite can afford like# class restaurants#

    branded clothing# high end electronic gadgets and to unwind their feelings by drinking

    e*pensive wine. his concept brought us the idea to create a product that suite not only

    for high end consumers but also for mid and low class of consumers. his product

    Lambanog is a all!natural# which many of our local products cannot claim.

    he use of coconuts as the basic raw material in lambanog production makes the

    product uni8ue among alcoholic beverages. Coconut trees that are tapped do not bear

    nuts. 5ajority of the processors rent a coconut farm where they get the raw material

    needed for the production. "ne owns a plantation while another sourced his raw material

    from a farm owned by his relative. 5ost of the farms are situated near the residence of

    the processor. he distilleries are also found in the farms for easy transport of tuba.

    With our very own Fruity Lambanog which made from coconut# that carries $%&

    proof alternatives or '(& of alcohol. )t includes the sap from the coconut flower and then

    prepared and fermented to turn into tuba which is popular coconut toddy. o add up for

    catching the attention of our target markets# we decided to have a line e*tension which is

    to include flavorings for our Fruity Lambanog like mango# apple# grapes# blueberry#

    bubblegum and more. )n its pure form# it9s a very good alcoholic beverage that a drinker

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    could ever taste. )t has very little impurities. he flavor profile we put up is potent# but

    still smooth and sweet.

    Uni8ueness of 1ervices

    "ur goal was to satisfy our customer in every bottle of Fruity Lambanog we sell0 to

    able to achieve it we decide to lessen the alcohol content for standard product to around

    '(& to suite local tastes as well as foreign tastes. We also offer different flavors of

    Lambanog and let our consumer choose the percentage of alcohol put it in their bottle.

    For market trends# we reali2ed that to be able to compete in our competitors# we

    must first take care of our potential consumers by giving an e*cellent 8uality of service.

    We also create delivery service for their convenience. We make also customer service for

    giving them /'G= service.

    1i2e of 4usiness

    Fruity Lambanog is a small business scale level. 1ince# we are new in the business

    firm it is recommended to start up in a small one. We also considered the number of

    employee that we hired for deciding the si2e of our business. his is just developing a

    particular skill# practice until you perfect it before you go into a broader one.

    "ffice e8uipment and personnel

    When we open our Fruity Lambanog we have -% management personnel who

    owned the business# and we hire ( sales people# / for frontline staff and / for production

    area.

    "ur office e8uipment9s composed of desk# comfortable chair# file cabinets# client

    seating# computers# internet line# printer# telephone# fa*# photocopiers and office supplies.

    his is for assisting the orders of our customer. For our production area we need alcohol

    vapor tube# condenser# boiling chamber for distillation of alcohol.

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    4ackground of ntrepreneurs

    3ll of the entrepreneurs have a degree in 4achelor of 1cience in 4usiness

    3dministration and are respected during their college life. hey are from Concordia

    College which is known with :incentian attitudes and values including charitable# Christ

    centered# compassionate# etc.

    Industry Bac!round

    a. "uture outloo and trends

    5akati City is the second largest City of the Philippines. 3nd according to the

    research 5akati posted with the lowest unemployment rate at -%./& and the highest

    employment at 6$.6& according to the latest force survey. he country had an

    employment rate at $+.( percent and unemployment at 7.( percent. 3ppro*imately 6$.6

    percent potential customers are the primary target of business. )n the survey of

    uromonitor )nternational# people in 5akati purchase Lambanog basically for gaining

    health that comes with different flavored offered. hus there is a big possibility that the

    target market will patroni2ed the product offering. Consumption of Fruity Lambanog will

    be driven by the growth in the population in any time.

    b. Analysis of competitors

    "ur competitive edge is our dominance of uni8ue and fresh distillation process of

    creating our wine and traditional high!8uality product workmanship. 3lthough there are

    many wine manufacturers# still we have our advantage to them because of the natural

    ingredients that we put in our li8uor. We don9t use any artificial flavorings.

    "ur competitors will be the other company which produces wine such as

    Companero# mperador# and anduay )ce.

    c. #aret Se!mentation

    )ncome segmentation is the most fre8uently used by wine industry. igh!income

    consumers have more buying power than low!income consumers. 3s we all know# most

    of the wine is sale to the high!income consumers# such as foreign wine. 4y having these

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    we come up by giving lower price for our product in order to buy our target consumers at

    affordable prices.

    Fruity Lambanog will segmented there customers into group;

    4usiness 5anGWomen ! due to there tiring days they usually rela* themselves by drinking

    alcohol.

    eenagers ! since our location is at the 5akati City wherein there is a lot of 4ars that

    teenagers usually go for having a party with there friends.

    "thers E they are the potential customers of our business.

    d. Industry and maret forecasts

    he Lambanog wine processors in Liliw# Laguna compete both in the local and

    national arena with its rivals in the li8uor industry. Locally# they compete with the

    neighboring towns of ?agcarlan and 5agdalena in Laguna which also produce

    Lambanog wine. "ther competitors are those in the >ue2on province where there are big

    Lambanog distilleries. "n the national level# Lambanog wine competes with other li8uors

    such as brandy# whisky# gin# and rum# which are readily available in retail stores. he

    product produced by the players is weakly differentiated since all of them offer pure

    Lambanog wine in the same packaging and si2es. he only difference is in the alcohol

    content. Price is based on firm9s personal decision with consideration on the competitors9

    price. he market is composed of the distributors# retailers and direct consumers. he

    products are usually distributed in the neighboring towns in Laguna and some parts in

    >ue2on.

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    Supplier

    It suppliesthe primary

    rawmaterials ofour product

    FruityLambanogStore

    Adding upavors to

    oer forcustomers

    Consumers

    Selling theactual

    product

    $perational Plan

    a. Description of company%s operation

    Fruity Lambanog Company is a rapidly growing wine producer# importer and

    marketer of fresh and affordable wines. We are a fast growing company that maintains

    and values a hands!on approach in the marketplace. Commitment and honesty are

    personal and professional principles we value greatly. We seek a professional who

    displays fiscal responsibility and believes in building sustainable trade relationships with

    integrity. "ur company will vary its operations on the following;

    b. "lo& of orders for !oods and services

    Fruity Lambanog is a start up business0 we will first focus on small wine depot asour first store. We will sell different kind of Fruity Lambanog to our target

    consumers.

    Diagram 1cheme;

    he process shows how the actual product being made. 3t First# the raw materials

    which are the Coconut 1ap came from our supplier at >ue2on that deliver to our

    store. We make sure that all of the stocks are in good 8uality as well as has its

    shelf life# after receiving the stocks we add different flavorings for our Lambanog.

    o create something new when it comes to selling we make sure that all of the

    packaging are uni8ue as well# and now we sell up to its final consumer. o

    consistently monitor the condition of the product we check regularly all the stocks

    inside the store by using our production guide.

    c. 'ec(nolo!y )tili*ation

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    Wine production is both art and science# a blend of individual creativity and

    innovative technology. 4ut wine production is also business# with economic

    factors driving manufacturing practices. o be successful in the modern

    marketplace# a winemaker must integrate the artistic and economic aspects of

    wine production# and possess a solid understanding of factors that underlie

    purchase motivation.

    he challenge to wine producers in this new century is daunting H to understand

    the fundamental motivation behind consumer choice and to produce wines of

    enhanced attractiveness while simultaneously develops and implementing

    sustainable production practices for both grape growing and wine making.

    1uccess in this endeavor necessitates determining the role of both intrinsic and

    e*trinsic factors that underlie preference# perception and behavior# and puttingthat information into practice.

    d. Name of Suppliers of ra& materials

    1ince our business is still starting we want that our main supplier is trusted

    because we want that our stocks are guaranteed and to make sure that they can

    supply our store regularly for us to give our clients a good 8uality of service. "ur

    main supplier of Lambanog is an owner of a farm located at ue2on. "ther materials needed by our store will be bought at the market.

    e. +ocation of business

    Fruity Lambanog is located at /+=Iuellig 4ldg.# 5akati 3venue corner Paseo de

    Jo*as# 5akati City. his is the best area to build a business because it is the

    financial center of a business.

    f. Access to transportation

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    3ll of the entrepreneurs have a degree in 4achelor of 1cience in 4usiness

    3dministration and are respected during their college life. hey are from Concordia

    College which is known with :incentian attitudes and values including charitable# Christ

    centered# compassionate# etc.

    d. ,oles and responsibilities of members of or!ani*ation

    #ana!ement People:

    K Process and track P"s

    K rack and manage Weekly 1ales

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    #aretin! Plan

    a. Pricin!

    he price for one bottle of pure Lambanog ranges from Php6%! Php$% while the

    price for one gallon Lambanog ranges from Php-+% to Php-(%. Jetail prices are

    as follows; twelve ounces of Lambanog is sold at the range of Php/(! Php'%.

    Flavored Lambanog costs higher than pure Lambanog. )t is sold for Php-$%!

    Php/%% per gallon of any flavor.

    b. Distribution

    he primary way of distributing our products would be through our store. his

    will allow customers to walk in and buy our li8uor products as well as set andGorsend orders by telephone# online# or through direct in!store appointment.

    c. Promotion

    3s a new business firm# we seek to generate early awareness about our

    products which is new in the market. his is to achieve early potential buyers

    and continued customers in the market. We will be using the following

    itemsGtools.

    )nternet

    Flyers arpaulins

    ?ewspapers

    4rochures

    Word of 5outh

    *penses ,MearPromotional 'ools

    arpaulins P -(#%%%

    4ulletins P 6#%%%

    4usiness Cards P +#%%%

    Flyers P /#%%%

    'ravel Expenses P -%#%%%

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    1ince our business has only started# we will be using theses promotional items

    as our primary tool in promoting and advertising.

    d. Product "orecasts

    Fruity Lambanog is e*pected to rise through the following product forecast for +

    years.

    Product Gro&t( )nit Startin!

    -apital

    /01 /02 /03

    "riginal +.%%& +( P =6#-/% P-7%#-'7 P-76#-(+.+

    %

    P+''#=-'./=

    5ango -.%%& -/ +#7%% '#%+/ '#'$(.76 (#%+(.-7

    3pple -.-(& -% +#%%% +#+'( +#=/$.76 '#-(6.($

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    e*tremely difficult for an entrepreneur to come up with the necessary

    funding to start a business. ven if enough funding is obtained for start!up#

    it is also important to have some e*tra cash as a cushion# should any

    unforeseen troubles occur.

    Poor Planning; oo often# the e*cited and passionate entrepreneur

    becomes caught up in his or her vision without setting up a business plan

    that can turn that vision into a reality. )t is imperative that a plan be put in

    place consisting of the company9s goals# potential problems and solutions#

    a marketing plan# and more.

    "verly 3mbitious )deals; here is such a thing as growing too much# too

    soon. 3 number of small businesses that possess a high potential for

    success end up going under due to overe*pansion. o avoid this pitfall# the

    entrepreneur must have the resources and funding that is necessary for

    growth.

    SWOT Analysis

    Stren!t(s

    1ustainable competitive advantage of adaptability to all trends and

    consumer market needs. Use fresh ingredients resulting in high 8uality product

    Convenient shop locations

    Competitive Pricing

    eanesses

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    )nsufficient Funds

    Poor Planning

    "verly 3mbitious )deals

    "wners have Lack of *perience

    $pportunities

    Boin the trend of li8uor market

    Focus on large sales through participating in occasions

    o grow 8uickly and e*pand# possibly partner with another business

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    as well as providing value!added customer support and service# and earning a

    reasonable profit in the process.

    c. -ontin!ency plans ;alternative course of action