Rorot’s Ice Cream and Coffee

House
“Where Winter and summer exist in one place by satisfying your cravings ”

Paulba , Ligao City

09758792366

Email: jerryyanportuzuela@gmail.com

Jerry Yan Portuzuela

Mary Joy Asiado

Paulba National High School

October 3,2021
Table of Contents

1. Executive Summary 3

2. Business/Industry Overview 4

3. Market Analysis and the Competition 6

4. Sales & Marketing Plan 8

5. Ownership and Management Plan 11

6. Operating Plan 12

7. Financial Plan 14

8. Appendices and Exhibits 15

Executive Summary

Rorot’s Ice Cream and Coffee House is a perfect “second to none” house where
you can find hot and cold drink and desert . We plan to serve High quality coffee
and snacks. Invigorating ice cream will also be put on our list to make a chill
amidst stressing work and study. Our welcoming and excellent staffs and perfect
area will allure our beloved costumers.

Owners Jerry Yan Portuzuela and Mary Joy Asiado already had background on
operating a business specifically when it comes to Coffee and Ice Cream.

We have two main products. The first category is for Coffee such as Caffe
Amerikano , Cappuccino , Lattes , Espresso Shots , Mochas and Macchiato .
Second category is Ice Cream that offers many different mouthwatering flavors
such as Dark Chocolate, Strawberry , Vanilla, Milk, Mango, Chili (special ), and
Pandan. Moreover we offer snack like Cookies and any baked products .

Our location is very convenient since it was located near school and offices. We
want to target students, professional and other costumers from different places .We
are happy to see people have a family , friend and romantic couples to have a bond.

Since people in the place are complaining about their dissatisfaction with the stale
taste of the Coffee and less choices of Ice Cream flavors ,we focused on using high
grade ingredients to make have high quality products.
1 Million is a required funding to start the least cost , renovations , equipment and
furniture We expect that the sales revenue will reach 3 Million in the first year of
the business operation and grow for the next following years.
Business Industry

Ice Cream

According to Market Research (2016),In terms of consumption by age

group, Kids & Babies and Early Young Adults together accounted for a 54.4%
share in 2016. Take-Home and Bulk Ice Cream was the largest by value sales in
2016.

Ice cream is also known as all-time favourite of both young and adult
Filipinos.Ice cream stimulates the thrombotonin, which is a hormone of
happiness and helps in reducing the levels of stress in the body. Ice cream is made
of milk, which contains L-triptophane, which is a natural tranquilizer and helps in
relaxing the nervous system.Moreover , Ice cream is happiness source , can make
bond to friend gathering and the solution for distraction .

Coffee

According to Manila Philippines ,Each Filipino is bound to drink 3.78

kilograms of coffee every year by 2025, up from an estimated 3.05 kg per capita
last year, Fitch Solutions, a unit of the Fitch Group more popularly associated with
the debt watcher, said in a report last Monday. 

That consumption means it’s more than just a coffee break, even for Filipino
workers now stuck at home because of the pandemic. That doesn’t mean however
that the health crisis did not make material impact, when last year’s local coffee
consumption was down from 3.40 kg per capita in 2019.

Our Position in the Industry

Paulba Ligao City proper is a profound area to start a combination of Coffee

and Ice Cream House because of the intensity of Students from the School and as
well as Teachers in the Area. Ice Cream for 20 pesos is affordable for different
types of costumers.

The Competition

Fortunately , there is no Ice Cream and Coffee Shop in the place. There is no
competitor to anticipate at the moment. We planned to also have a free wifi for
costumers.

What makes Rorot ’s Place Unique

Our business will not solely offer affordable ice cream and coffee. We will make
sure that the setting would be pleasing for any kind of gathering like friends,
family and sweet couple . We will also have a booth where in they can take their
instagrammable photos and upload online . Through that , many people will get
allured to try our product and place.
Market Analysis and the Competition

Knowing the easy accessibility to the place because of proximity in the Schools ,
the demand for Coffee and Ice Cream will be expected to be high . The target
consumers will be the Students, professionals, other business costumer near the
area.

Conducting the consumer survey there is a high demand for Coffee an Ice Cream
in the place because of non-existing competitors.The local customer base consists
of approximately:

 1,000 from the Secondary School .

 30 professionals
 500 non-professionals

Street Dirty Ice cream Rorot’s Place(ice

cream)
East Annual Price 100,000 3,000,000
Employees 5 8
Price low average
Quality low high
 Sales and Marketing Plan

The existing competitor (ice cream category) only have two flavored ice
cream namely : Mango and Cookies and Cream.

The existing competitor(coffee category ) only offer Choco and Coffee from
a usual coffee machine . They also use low quality grade beans that leads to
costumer dissatisfaction .

At Rorot’s Place we are extremely passionate on making your order (Coffee

category). We make sure that ;
 We use high quality beans to brew . Aromatic and tasty.
 We use expensive Coffee maker Machine that brew perfectly.
 We have different Coffee Flavor namely:
 Americano
o Caffe Amerikano
 Brewed Coffee
o Blonde Roast
o Caffe misto
o Dark Roast Coffee
 Cappuccino
 Lattes
 o Caffe Latte
o Pumpkin Spice Latte
 Espresso Shots
 Mochas
 Macchiato

At Rorot’s Place we are extremely passionate on making your order (Ice Cream ).
We have:

 We also have different flavors of Ice Cream

 Dark Chocolate
 Strawberry
 Vanilla
 Milk
 Mango
 Chili (Special)
 Pandan
 We will hire staffs that are Highly skilled and hardworking .

Pricing Strategy

We will focused on the availability of Americano, Cappucino ,lattes.

Espresso ,Mochas and Macchiato in our list of Coffee. The price might comparable
with other cheap coffee outside but the price will commensurate to the quality of
the coffee to serve. We believe that buying a coffee that has top price would bring
much euphoria than any coffee to order on market that will frustrate you with stale
taste.

Promotion

Everything can be interactive nowadays digitally so we can accomplish

the following via

 Designing attractive and organize website .

 Promoting through facebook page.
 We will also have Instagram and twitter account to update followers with the
latest offer.
 We can encourage colleagues and acquaintance to visit Rorot’s Ice Cream
and Coffee House.
Ownership and Management plan
Ownership and management Plan

Ownership Structure

Rorots Coffee and Ice Cream Place is private corporation registered in the
Philippines . The business is 100 percent owned by Jerry Portuzuela and
Mary Joy Asiado.

Jerry Yan Portuzuela : 50 Class A shares

Mary Joy Asiado : 50 Class A shares

Management

Jerry Yan Portuzuela and Mary Joy Asiado will co-manage the business, and
weekly manage the place. Both will alternate every after 7 days. Both owners
have previous food service management experience and are trained and
experienced baristas.

External Services and Services

 We will have a contract to Chroma Design for interior design of the place and
Glenda’s bakeshop will supply baked goods.

Operating Plan
Facilities

The premises we have chosen are at Guilid Ligao City . The space features:

 Utilities such us water , gas and electricity are estimated to be 5,000

a month
 3,000 square feet of indoor space in a modern, well-maintained building in
an excellent location
 Approximately 300 square feet of outdoor patio space
 The building owner is responsible for trash collection, recycling, pest
control, and security

Staffing

We will hire 2 dishwasher and 5 barista will get in-charge of taking the order for
two corners ( Ice Cream and Coffee Corner ), serving and cleaning the tables , and
restocking.

Equipment
The following equipment will be purchased( Coffee Category )

 Commercial grade La Marzocco Espresso machine(25,000)

 Espresso grinder (38,000)

 Glassdoor fridge (100,000) 
 Microwave (20,000)
 Misc. shelving, storage bins, etc.(10,000)
 Cup and other serving tools (15,000)

We will negotiate to Blu -Coffee Distributors to supply us coffee beans .

We will negotiate with Ice Cream premix to supply us pre mixed ice cream
ingredients . There would be 2 days of shipping.

Bar & Food Blenders

 Condiment Dispensers & Servers

 Food Dippers & Dishers
 Ice Cream Cone Dippers
 Ice Cream Cone Dispensers & Holders
 Ice Cream Freezers & Dipping Cabinets
 Libbey Glass Fountainware
 Soft Serve Ice Cream Machines
 Spindle Mixers & Accessories
Financial Plan
Rorot’s Ice Cream and Coffee Place
Pro Forma Income Statement
January 2024-December 2024

Net Sales 3,000,000.00

Less : Cost of Goods Sold 1,000,000.00
Gross Income 2,000,000.00

Operating Expenses
Labor 336,000.00
Utilities 120,000.00
Insurance 100,000.00
Sales Promotion 15,000.00
Delivery and Transportation 240,000.00
Miscellaneous 70,000.00
TOTAL EXPENSES 881,000

Net Before Income Taxes 1,119,000

Less: Income Taxes 400,000
Net Income After Taxes 719,000
Assumptions:
1. Salary will be drawn by the owners or managers in the 1st year.

Appendicis
[This is where the appendix would start if there was one. Appropriate material for
appendixes include owner(s) resume, a processing flowchart, a management hierarchy
diagram (if the business has multiple employees, sales staff, etc.), letters of intent to
purchase from buyers, advertisement materials, copies of training completion certificates,
etc.]