CHAPTER 1 EXECUTIVE SUMMARY

Hottocake Madness is an innovative business. The stall does not only offer average or

simple pancakes, but also offers delicious and affordable pancakes featuring Filipino fillings as

flavors. A lot of Filipino famous fillings desserts will be offered to customers satisfying their

indulgence, cravings and wants. The form of business will be a partnership, operated and owned

by Russell E. Cornejo, Jeremie M. Pacalda, and AinaEnarose C. Paraguya. The Hottocake

Madness will be located outside the Tutuban Commercial Center, Tondo, Manila, it is near the

malls like 168, 999, Dragon 8, and Lucky Chinatown. The location is known to be a place where

people of all ages, regardless of their class in the society, go for eating, working, and shopping.

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CHAPTER 2 COMPANY PROFILE

A. Business Name: ‘Hottocake Madness’

B. Nature of Business

- Hottocake madness will offer products such as Japanese Pancake featuring Filipino

fillings.

C. Details

C.1 Location – Tutuban, Divisoria, Manila

C.2 Products Offered – Japanese Pancake with (Cheese, Cacao Tablea& Ube) fillings.

C.3 Capitalization – Php 20,000

Rent – Php 5,000

Raw Materials – Php 3,000

Utilities – Php2,000

Equipments – Php 10,000

C.4 Start Date – June 2018

D. Employees

D.1 Marketing – creating strategies and marketing activities (1)

D.2 Management / Human Resource – hiring and managing the staffs (1)

D.3 Operation / Production – assigned for the production of product

- Maintenance of the store. (2)

D.4 Accounting / Finance – managing inventory, budget, sales and payroll (1)

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E. Competitors

 Waffle Time – Waffle Time started on September of 1998 in the province of Iloilo,

Philippines as a simple business venture. The first outlet was in The Atrium Mall, Gen.

Luna St., Iloilo City. On June 2002, Waffle Time started to penetrate the Metro Manila

market. Waffle Time opened its door to franchising on March 2004. After the Waffle

Time outlets mushroomed all over the Philippines Islands. This proves on our popularity

and acceptance by our customers of all ages. And we’ll still be opening more outlets as

we continue to deliver delicious, nutritious and reasonably-priced waffles to everyone.

 Street Food Hotcakes – Street Food Hotcake At the vicinity of our location one of our

direct competitor is the street vendor offering Hotcake for Php 5.00 per piece that usually

capture the attention of the market around Divisoria not just kids but also adults that are

looking something to satisfy their hunger. The hotcake was serving with margarine and

condensed milk which make it so sweet. For the budget of the market it is affordable that

everyone can purchase. The process of cooking the product will be seen by the buyer as

they order hotcake. The mass friendly price is one of the reason why the market

continuously patronage their product.

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CHAPTER 3 VISION / MISSION

Vision of the Business

Our vision is to be the leading Filipino brand who offers Filipino-style Japanese Pancake

in the Philippine food industry where incomparable stakeholder satisfaction is our highest

priority.

Mission of the Business

-We are devoted to serve quality products, service, staffs and profit, while giving

exceptional primacy of our stakeholders.

 Product

-We will continue to innovate our Filipino sweet fillings of our products as we grow in

the future years.

 Customers

-We will consistently serve our customers with finest Filipino-style Japanese Pancake

with authentic Filipino sweet fillings with affordable price.

 Employees

-We are committed to treating all employees with the outmost respect, trust and

compassion as well as giving them proper trainings and incentives. We treat all of our

employees as partners to the company.

 Community

-We are dedicated towards serving our community by being active volunteers and

support charity and educational programs. We remain devoted to upholding our social

responsibility.

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Chapter 4 IMPLEMENTING STRATEGIES

SO- Strategies

1. Continuous innovation of product native fillings

 The business will continue and search for new Filipino sweets that can add up in the

variety of choices on our Japanese pancake that will surely catch the sweet tooth of

the Filipinos. And also by means of having this strategy it can give more profit to the

business.

2. Movable Hottocake Store

 Hottocake Madness can develop movable stalls that can sell the product around the

market and also make more profit. Also help the community for offering it as

franchise with much cheaper price than other business that offers franchise.

W0- Strategies

1. Online Advertisement

 By the help of social media such as Facebook, Twitter and Instagram the business can

create business page that can by a channel for advertising the product and the

business in the market and online market for free.

2. New Develop Machineries

 The business will look for the new innovate Japanese pancake stove that can create or

increase the number of produce product that can help to support the manual labor and

minimize the problems towards customers waiting time.

ST- Strategies

1. Maintain the quality of the products

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  Hottocake is new in the business industry building a good image for the brand is one

of the most important thing to be stable and to have market loyalty, that’s why we are

committed in using fresh ingredients every operation and highlight “natural made ”

products that eliminates artificial flavorings that can help the market to become more

healthy.

2. Product Promos

 Since the target market of the business are belong in the middle and lower class of

people, product promos are one of the key for us in coping market competition and

also offering the market our product with affordable prices than others. Examples of

this are the promos in peak seasons like Christmas season.

WT- Strategies

1. Merging with the Suppliers

 Merge with the suppliers of the raw materials that can help to answers the problems

in stocks. And also to have supplier loyalty in delivering quality supplies and also

have a contract about the discounts in the prices of the raw materials.

2. Employees Trainings and Incentives

 The business can give proper trainings for their crews in familiarization with the

product that the business offers. Also giving them training in proper cooking and

preparing of the product before putting them in the stall. Also giving them incentives

that even the business offer the below minimum wage they can have additional

incentives like holiday fees and also overtime fee.

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Chapter 5 SWOT MATRIX
SWOT Analysis
Strength

a) Authentic Filipino Fillings (9Ps Product)

 Our product fillings are made by signature Filipino sweets such as “Sweet Cacao

Tablea” and “Ube”

b) Manual Labor (Production)

 The pancakes are freshly cook by the crews without using machine to produce

the product

c) Capitalization ( Finance)

 The capital use in operating the business will not exceed to Php 20,000.00 the

return on profit can be doubled.

d) Affordable Price (9Ps Price)

 The price of the Hottocake is bundled into 3 pieces for 20.00 pesos or 7.00 pesos

each that every people can afford the product.

e) Natural Ingredients (9Ps Price)

 The product was made by finest natural ingredients that eliminate the artificial

flavorings that can be benefited to our health.

Weaknesses

a) Brand name (Marketing)

 Hottocake is new brand in the market which people are not familiar with.

b) Manpower (Management)

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  The stall operated by two crews that assigned for Cooking, Selling and other stall

works. At times of peak hours and peak season the stall can’t compete to the

production time of the other stalls.

c) Waiting Time (Production)

 The product will be produced manually that preparation time of the product took

so long which may result into extended customer waiting time for product.

d) Out of Stock or Over Stock (Management)

 The volume of raw materials stocks increasing or decreasing by different season.

e) Security (9Ps Place)

 Since the stall will be located in Divisoria that known for Philippines Cheap

Shopping Place that place not inside the mall were no security duties the risk in

crimes such as theft are on point.

Opportunities

a) Online Advertisement ( 9Ps Promotion)

 The business can use Social Medias like Facebook, Twitter and Instagram to

promote Hottocake in the bigger market including the online markets and also

creating Home Pages of the business for advertisement and evaluating purposes.

b) New Technology (Production)

 Using new machineries in the future for fast production of the Hottocake.

c) Innovation of Fillings (9Ps Product)

 The business can innovate more Filipino fillings in the future years.

d) Market (Marketing)

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  The business is located at Divisoria where there is a lot of people around the

placed such as the mall employees, sidewalk vendors, tricycle &pedicab drivers,

students and mall goers which shows that the business will have wide range of

target market.

e) Franchising (Accounting)

 In the future the business can enter the Franchising Industry that maybe Mall type

stall, Movable stalls and school stalls.

Threats

a) Permits (Finance)

 The government policy on permits requirements for business that added expenses

for the business

b) Employees Salary (Management)

 The implementation of “Minimum Wage Law” that can affect small businesses

income.

c) Raw Materials Price Changing (Finance)

 There are times that the prices of some raw materials changes whether increasing

nor decreasing that will affect the budget of the business

d) Market Competition (Marketing)

 There are lot of street food vendors and other foods stalls that created competitive

competition in the business.

e) Traffic (Production)

 Cause delay in delivering raw materials

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IFE Matrix

KEY INTERNAL FACTOR

Hottocake Madness Waffle Time Street Food
Hotcake
WT R WTD R WTD R WTD
SCORE SCORE SCORE
STRENGTHS
Authentic Marketing 0.25 4 1.00 3 0.75 3 0.75
Filipino Fillings
Affordable Price Marketing 0.20 4 0.80 3 0.60 4 0.80
WEAKNESSES
Brand name Management 0.20 1 0.20 2 0.40 1 0.20
Manpower Management 0.20 2 0.40 2 0.40 1 0.20
Out of Stock or Management 0.15 2 0.30 2 0.30 2 0.30
Over Stock
  1 2.75 2.45 2.25

EFE Matrix

KEY EXTERNAL FACTOR

  WT R WTD R WTD R WTD
SCORE SCORE SCORE
OPPORTUNITIES
Online Marketing 0.25 4 1.00 4 1.00 3 0.75
Advertisement
Market Marketing 0.20 4 0.80 4 0.80 4 0.80
THREATS
Permits Finance 0.20 1 0.20 2 0.40 1 0.20
Employees Management 0.20 1 0.20 2 0.40 1 0.20
Salary
Market Marketing 0.15 2 0.30 2 0.30 2 0.30
Competition
  1 2.50 2.90 2.25

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Chapter 6 ANALYTICAL TOOLS
SWOT MATRIX
Strengths- S Weaknesses- W
1. Authentic Filipino 1. Brand name
Fillings 2. Manpower
2. Manual Labor 3. Waiting Time
3. Capitalization 4. Out of Stock or Over
4. Affordable Price Stock
5. Natural Ingredients 5. Security

Opportunities- O SO- Strategies W0- Strategies

1. Online Advertisement Continuous innovation of 3. Online Advertisement
2. New Technology product native fillings (S1,O1,O4)
3. Innovation of Fillings (S1,S5,O3,O4) 4. New Develop
4. Market 3. Movable Hottocake Store Machineries
5. Franchising (S1,O5,04) (W2, W3, O4)

Threats- T ST- Strategies WT- Strategies

1. Permits 3. Maintain the quality of 3. Merging with the
2. Employees Salary the products (S1,S5,T4) Suppliers (W4,T3,T4)
3. Raw Materials Price 4. Product Promos (S4,T4) 4. Employees Trainings
Changing and Incentives
4. Market Competition (W2,W3,T2,T4)
5. Traffic

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