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EXECUTIVE SUMMARY

Milky’s Way is an ice cream store that sells fried ice cream rolls with a

variety of flavors that comes with delicious toppings to create a more colorful

and flavorful and can make the ice cream more aesthetically pleasing. Milky’s

Way will ensure to provide high-quality products and maintain its cleanliness.

Milky's Way will capitalize on its proximity to the Ateneo De Davao University

and Holy Child of Davao to build a core group of repeat customers.

As the company grows, the Company plans to establish two or more

branches in the next two years as well as to expand its store. The first store is

Located at E. Jacinto Street, Davao City and it’s also near Roxas Ave.

Milky’s Way was owned, managed, financed, and organized by the five

partners, founders and owners: Charisse VeronDamarillo, JockerEbus, Angel

Dorothy Escabarte, Aaliyah Grejaldo, and Romena Ella Vidal.

Milky's Way started its operations with an initial expense of 73,500 for its

pre-operation. On the year 2019, its sales hit 866,400.00. As a start-up

business, the plan shows the projected financial performance, financial position,

and cash flow of the store for the next two years considering the growth the

company wants to achieve.

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OUR BUSINESS

Milky’s Way is a place to dream of as you try to escape the daily stresses

of life and just a comfortable place to meet your friends or to reward yourself

with one Jupiter Cup of fried ice cream roll. With the growing demand for high-

quality fried ice cream rolls and great service.

Milky's Way will make its best effort to create a unique place where

customers can socialize with each other in a comfortable and relaxing

environment while enjoying the fried ice cream rolls in town. We will be in the

business of helping our customers to relieve their daily stresses by providing

piece of mind through great ambiance, convenient location, friendly customer

service, and products of consistently high quality. It’s a perfect place to relax

your mind and soul, as well as to celebrate the customer’s special days.

Vision

To become the top preferred fried ice cream retailer in Davao City

Mission

• To provide our customers with the ultimate ice cream experience at the

highest satisfaction level possible.

• To provide top-quality products and services.

• To promote the Entrepreneurial spirit.

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Goals

• Maintain and seek reputable sources of the finest and purest

ingredients.

• Cleanliness and orderliness in the ice cream shop.

• Make our customers happy

• Give satisfaction to the customers.

• Exceed costumer's expectation

• Utilize social media.

• Establish two or more branches in two years

• The business should be constantly progressing from time to time

Objectives

• To provide ice cream by maintaining high standards of quality in a joyful

environment.

• To offer new flavors according to the season and customer wants

• To Develop new strategies and promos according to the customer

needs and wants

• To continue to innovate products and services every month.

• To innovate the shop by adding more decors to attract the eyes of

the customer
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• To re-introduce the business at school opening by employing

social media such as Facebook and Instagram

• To establish two or more stores by 2020 and to expand the

business thru franchising by 2021

• To continue to study the changes in the market to develop new

marketing strategies. Research should be done semi-annually for

the next two years

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INTRODUCTION

Milky’s Way is an ice cream company selling fried ice cream rolls and

operates in the food and beverage industry. Fried ice cream rolls are now

becoming popular with students who seek an enjoyable treat.

The proponents saw the potential of the business because it can generate

exceptional profits for a short period. The start-up capital for this business

venture is only P322, 000.00

The following sections outline their plans under marketing, operations,

and the organization. The financial plan shows the results of operations and our

projections for the next two years.

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MARKETING PLAN

Milky’s Way is a business that operates within the ice cream industry.

Unlike any other ice cream stores, Milky’s Way sells rolled ice cream in different

flavors such as chocolate, vanilla, strawberry, ube, mango, matcha, red velvet,

yakult, Gatorade, bubble gum, and melon and with assorted toppings and add-

ons namely: fresh fruits, graham crumbs, oreo cookies, chocolate, cookie stick,

wafer sticks, crinkles, pretzels, lollipops, with syrups in flavors of dark chocolate,

salted caramel, hot fudge, and strawberry. Milky’s Way uses premix powder of

different flavors as the basis for the ice cream mixture. However, the business

allows the consumers to create their flavors, experiment, and decide on their

tastes by customizing an ice cream mixture added with their chosen add-ons so

that the flavors they chose would shine through that gives the ice cream an extra

twist.

Milky’s Way’s rolled ice cream wants every consumer to indulge fully

comprising the product’s health benefits. Milky’s Way serves these delicious and

even healthy ice cream rolls in cups at an affordable price without sacrificing the

quality of the product.

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Table 1: product lists and description

DESCRIPTION PRODUCT

Nebula bubble gum ice cream is a fun

blue-colored ice cream roll that smells
like sugar drizzled with the chosen
syrup.

Regular= P40

Large= P50

Extra-large= P60

Dark matter chocolate ice cream roll is

a delectable dessert that is rich,
creamy, and indulgent made from the
finest chocolate premix powder
drizzled with flavorful syrups.

Regular= P40

Large= P50

Extra-large= P60
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Galactic mango ice cream roll imparts

a luscious creamy texture with intense
mango flavor from a premium premix
powder drizzled with the chosen
syrup.

Regular= P40

Large= P50

Extra-large= P60

Milky white vanilla has a sweet scent

and a distinctive taste that comes with
health benefits and comes with the
perfect combination of chocolate sauce
or the like.

Regular= P40

Large= P50

Extra-large= P60
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Spectral matcha is a green tea ice

cream made from matcha premium
powder that is intensely flavorful and
packed with antioxidants for a healthy
summer treat added with the available
syrup.

Regular= P40

Large= P50

Extra-large= P60

Spherical ube, a purple ice cream, is a

Filipino-flavored dessert that is less
savory, made out of premium premix
powder that contains vitamin E.

Regular= P40

Large= P50

Extra large= P60

Magnetic strawberry ice cream roll is

made from strawberry premix powder
that is always packed with nutrients
like thiamin to provide energy. This
comes with flavorful syrup.
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Regular= P40

Large= P50

Extra-large= P60

Invisible melon is a fruity, refreshing

ice cream, the perfect healthy dessert
for summer with moderate flavor
drizzled with chocolate syrup. This
also gives potassium and vitamin C
that support heart health.

Regular= P40

Large= P50

Extra large= P60

*these are made out of premium premix powders free from traces of lumps. These are available
in Mercury cups (small), Earth cups (medium), and Jupiter cups (large) sizes.

*These are regular flavors. Customers can choose add-ons that are available to create their
unique flavor.

Milky’s Way cannot fully address every customer’s wants, the business

provides suggestion stabs to cater to and consider their comments as one of the

bases for making improvements. Milky’s Way also uses the social media

platform, aside from promoting the business aiming to be known widely, but also

to cater to some concerns arising from the customers.

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Milky’s Way can guarantee customers that each serving is worth paying

for. If there are any concerns regarding the service and the product itself, Milky’s

Way guarantees the customer a replacement as a result of applicable

circumstances.

Market Readiness

The idea of fried ice cream started as famous street food in Thailand which

later on translated into a popular ice cream variety on the year 2012. This was

later on adopted by other countries with several notifications. In the United

States, fried ice cream has been associated with Asian cuisine appearing in

famous restaurants and even featured in the New York Times. Fried ice cream

can also be associated with Mexican cuisine and even Australian Chinese

cuisine. In 2017, fried ice cream has been declared the number one “breakout”

food item by Youtube. It has been widely known and patronized especially those

famous channels such as Buzzfeed. Divas can cook and insider rolled up big

view accounts to episodes featuring the trendy “fried ice cream”

Fried ice cream has been adopted now in the Philippines. It all started in

Manila and the rolled fried ice cream has been rolling into different places in the

Philippines. The rolled fried ice cream has proven to be a delicious option for

Filipino customers looking for a different dessert experience. And aside from its

amazing looking and taste, the rolled fried ice cream concept has been also

proven to be an enjoyable form of entertainment as well, With the help of social

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media such as Instagram showcases nice and beautiful pictures and amusing

videos featuring different businesses of fried ice cream that will be highly

trending to Filipino costumers.

In Davao City, Roxas is part of the prime avenue in the region. Milky’s Way

is located within E. Jacinto St. Davao City. This barangay is known as the

location of 187 total business establishments that includes a school, hotel,

church, and other commercial buildings. Which is it becomes an opportunity to

build our business here near Roxas Avenue. Plus, the fact that Milky’s Way is

located at E. Jacinto St. Near Roxas Ave., it is easy to attract more customers

because it is known as a populated area, especially during night time.

Proprietary Position

Milky’s Way has its unique logo that plans to be associated with trademark

rights and we also plan to protect and registered with the Securities and

Exchange Commission (SEC). Milky’s Way is also planning to have its logo name

patented.

Our business plan to build a lofty market position in the next three (3)

years of operations and it’s predicted to be one of the most preferred Fried Ice

Cream Rolls in the city is aiming to have more branches not only in Davao but

also in Luzon, Visayas, and More areas in Mindanao.

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Figure 1: Milky’s Way Logo

Comparative Position

The company must seek an edge over its competitor to actively participate

in the competition. One advantage that the business can have been its products

over competing businesses.

Milky’s way will have to ensure that the products offered are more than

enough and satisfying as the basis for piquing the interest of the consumers. The

table below shows the comparative position of Milky Way’s products over its

competitor within the area, Roxas fried ice cream (there is no specific name for

their business).

This comparative analysis seeks to show the competing edge of the

products of Milky’s Way compared to its competitor only within the area.
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Table 2: Comparative Analysis

Basis of Comparison Milky’s Way: Fried Ice Roxas Fried Ice

Cream Rolls Cream

Price Mercury Cup ₱40, Earth Regular ₱20-30,

Cup₱50, Jupiter Cup₱60 Large ₱40

Size Mercury(Regular), Regular, Large

Earth(Large),

Jupiter( XL)

Taste Low-concentrated concentrated

Rolls Thick Thin

Add-ons Fresh fruits, Graham Oreo

crumbs, Chocolate, Oreo

Cookies, Wafer stick,

Crinkles, Pretzels, Cookie

Stick, Pretzels and

Lollipops, yakult

Flavor Pure and artificial Artificial

Syrup Salted Ice cream, hot Chocolate,

fudge, strawberry Strawberry

Appearance Variety of Colors Plain

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Target Market

Based on the Department of Economic and Social Affairs, Population Division

the total population of the Philippines as of 2018 is 106, 512.07 Out of these,

the Philippine Statistics Authority (PSA) projected that the Region XI – Davao

Region shares the total population of 5,247,900. Out of these, a total of 11, 486

are registered to Barangay 32-D, Poblacion where Milky’s Way is establishing its

first physical store. Around the area are schools and universities.

Below are the figures showing the number of students enrolled at Ateneo de

Davao University and Holy Child of Davao College

Table 6: Holy Child College of Davao Enrollment Data

Grade Level Total Number of

Students

Pre-Kindergarten 30

Kindergarten 31

Grade 1 51

Grade 2 36

Grade 3 39

Grade 4 39

Grade 5 52

Grade 6 70

Grade 7 65
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Grade 8 69

Grade 9 54

SHS 205

Total 741

Table 6: Ateneo de Davao University College Enrollment Data

Bachelor Programs Total Number of

Students

Bachelor of Science in 977

Accountancy

Bachelor of Science in 1182

Business Management

Bachelor of Science in 257

Computer Science

Humanities and Letters 360

Natural Sciences and 154

Mathematics

School of Engineering and 1388

Architecture

School of Education 103

Bachelor of Science in Nursing 154

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Bachelor of Secondary 565

Education Major in Biological

Sciences

Total 5140

Based on the data, it is concluded that there are an estimated 828

students enrolled at Holy Child College of Davao during the school year 2018-

2019 and an average of 5140 for Ateneo de Davao College which is the two top

target markets of the business. Other than that, residents of the barangay and

employees are also identified as customers of the business.

Market Segmentation

The total population of Holy Child of Davao in Senior High School is 2015

from Grade 11 and Grade 12 and in Junior High School is 275 from Grade 7 up

to Grade 10 Elementary Level is 287 from Grade 1 up to Grade 6 and in the Pre-

School Level, 61 pupils are enrolled from Pre-Kinder up to Kindergarten. While

in Ateneo De Davao University the total number of enrollees in Grade 12 is 990.

There are no grade 11 senior high school students on the Ateneo De Davao

Jacinto campus. The total enrollees at College Level are 5,140 from the First to

Fourth years.
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Target Market Profile

1%
4%
4%
17%

College
Junior High School
Elementary
Pre-School

74%

Figure 2: Target Market Profile

The Students in Ateneo De Davao at College Level are 74% of the total

target customers. These students are from the First to Fourth years. They mostly

love Instagramable places and food.

The Students in Ateneo De Davao and Holy Child of Davao in the Senior

High Level are 6% of the total target market. These students are from Grade 11

to Grade 12. They mostly spend their allowances on food. 24.80% of the students

have an average daily allowance of P100.00 to P300.00 and 8.36% of them have

an average daily allowance of P301.00 to P500.00. 22.37% of the students have

an average weekly allowance of P500.00 and above. This is due to the survey

conducted. This means that the business has a friendly price for these students.
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The students in Holy Child of Davao at the Junior High School Level are

4% of the total target customers. These students are from Grade 7 up to Grade

10. Millennials like to eat ice cream. 35% of the students have an average daily

allowance that ranges from P100.00 to P300.00 and 13.85% of the students have

an average weekly allowance of P301.00-P500.00.

The pupils in Holy Child of Davao at the Elementary Level are 4% of the

total target market. These pupils are from Grade 1 up to Grade 6. Kids love to

eat ice cream.

The Pre-School pupils of Holy Child of Davao are 1% of the target market.

Although they are 0% of the Target Market, Little kids are known to eat sweets

foods. That’s why they also belong in our Target Customer because kids love to

eat ice cream.

The location of our store is meters away from the Entrance and Exit Gate

of the students and pupils which becomes a factor of their buying decision. We

decided the prices according to their allowances and what can they afford. So

the lowest price is specifically targeted to elementary level and Pre-School pupils.

On average according to the students and pupils have allowances of 50 up to

500. Sales are at peak during the free school hours of students and pupils like

their recess time, lunchtime, and dismissal time.

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Other potential Market

The other potential market is the residents. The Residents are the total

population of a total number of Male and Female residents including Senior

Citizens and Persons with Disabilities (PWD) living in the same community or

barangay. Some of these people are workers which are included in our target

customers. These people are employees of the company, Drivers, and any

possible work stuff they do.

Roxas is known for its Night Market, So Walk-in Customers are also

included in our target Customers. Plus the people who crave one cup of Fried Ice

Cream Rolls are also included in our target customers.

Milky's Way assures to maintain cleanliness and add value to ice cream

cones to extend unexpected potential customers.