EXECUTIVE SUMMARY

MEMEntreppp Inc. is a local dessert bar and bakery located in the SM

Megamall of Mandaluyong City, Philippines.  We can loosely be described as

a quick-service restaurant where customers sit around a bar and watch their

desserts being made. The show, as well as the dessert, is our main selling

point.

Market research indicates that an increasing number of customers who

crave for desserts and confectionaries. However would like to find a kiosk

with fresh new concepts. MEMEntreppp Inc. provides a place to enjoy freshly

baked confectionaries.

MEMEntreppp Inc. will hold true to its vision of being a new concept

with an old fashioned feel in order to become a favorite spot for

Filipinos.   As the reported national leader in money spent in restaurants,

SM Megamall is an optimal location for launching a new restaurant concept. 

MEMEntreppp Inc. also hopes to become a destination for the thousands of

dessert cravers, both Filipino and foreign, who visit Mandaluyong City

every year.

We plan to manipulate our location in the SM Megamall to our utmost

advantage.  Both tax incentives and high traffic due to the BGC Central

Square will give us an edge as a new business.  As the Shaw Blvd and EDSA

fills up with new businesses over the next few years MEMEntreppp Inc. will

receive an added boost of increased traffic.  Therefore, we are

aggressively planning for a 50% increase in sales the second year of

business.

By creating a new niche in the restaurant industry, MEMEntreppp Inc.

will increase sales by more than Php 100,000 over three years. Through a

philosophy of "nothing but the best" regarding both product and service,

MEMEntreppp Inc. will establish itself as an exceptional dessert bar in the

Philippines.  We also will gain a competitive advantage in take out and

catered desserts.

. The founders of MEMEntreppp Inc. are dessert maestros with

experience in the pastry and restraunt industry and connections to

sustainable growing operations. With the experience and expertise of the

MEMEntreppp team, a missing niche in town can be fulfilled

BUSINESS DESCRIPTION

Mementreppp is a Philippine based food booth formed in 2019 to develop

and share the sweets and happiness in the surrounded malls. This food kiosk

will provide customers with a unique taste buds experience. Mementreppp

will provides its customers the ability to drive up and order from a

trained baker. It also offers a high quality option to the fast food and

aesthetically ambience of the whole stall.

2.1 Our Mission

MEMEntreppp Inc. is a hospitality company dedicated to providing high-

quality desserts in a comfortable atmosphere for clients who seek a fun

"gourmet" experience outside restaurants.  We intend to make enough profit

to generate a fair return for our investors and to finance continued growth

and development in quality products. We also maintain a friendly, fair, and

creative work environment, which respects diversity, new ideas, and hard

work.

2.2 Our Vision

MEMEntreppp Inc. endeavours to offer the broadest range of flavour

experiences to the widest target audience within the confectionery market,

through the sustainable use of production resources and raw materials.

Quality in every aspect plays a key role in this. Lifelong learning ensures

that we develop talent and strive for continuous improvement. We respect,

inspire and support one another.

2.3 Company Ownership

Mementreppp is a limited liability corporation. All membership shares

are currently owned by Ma. Lereza Austria, with the intent of using a

portion of the shares to raise a capital.

2.4 Company Locations and Facilities

Mementreppp opened their first dessert kiosk in SM Megamall, Bldg. A,

upper ground floor, beside Wendy’s. The stall contract has an option of

renewal for three years at a fixed rate that Mementreppp will execute

depending on the financial strength of its business.

 They also have their own commercial area property outdoor located near

University of Makati .The space in the food stall will be approximately

distributed the following way--1,260 square feet (i.e., 55% of the total)

for the seating area, 600 square feet (26%) for the production area, and

the remaining 440 square feet (19%) for the customer service area.

The commercially zoned premises have the necessary water and

electricity hookups and will require only minor remodeling to accommodate

the dessert bar, kitchen and storage area. The dessert’s bar open and clean

interior design with modern wooden decor will convey the quality of the

served beverages and snacks, and will be in-line with the establishment's

positioning as an eclectic place where people can relax and enjoy their cup

of healthy and refreshing drinks. The clear window displays, through which

passerby will be able to see customers enjoying their beverages, and

outside electric signs will be aimed to grab the attention of the customer

traffic.

2.5 Products and Services

MEMEntreppp Inc. sells gourmet desserts coupled with exceptional

customer service in a comforting atmosphere. Customers can dine-in and

watch the chef create their dessert. We also offer carry-out to prepare

our desserts at home or have a special confections for a celebration. And

every month customers can join in the fun and take a cooking class taught

by a Cordon Bleu trained chef.

 We will also offer special promotions such as Drink Your Water

Cookie Club. Moms will be encouraged to bring in their children for milk

and cookies they help prepare! Or moms can come in with friends for some

relaxing time away during our Skirt!!! Time. And to promote MEMEntreppp

Inc. as a choice for celebrating, we will offer a large table that can be

reserved for parties.

MARKET ANALYSIS

Mementrep Corporation target markets are the following :Students,

teachers, friends, relatives, and neighborhoods. By this simple business,
the proponents can even reach those people who loves instagrammable sweet
treats. In running this business, SM Megamall food stall will be used as
the center of the purchasing location. Billboard displays and flyers will
also be established as sorts of popularizing the business. In addition,
dissemination of the existence of Mementrep Corporation will be utilized
with the use of social media, such as Facebook, Twitter, Instagram and
website.

Competition exists in any business. The Mementrep Corporation

competitors are the one who is already known that offers a sweet treats
inside the mall and outside who are also selling sweets, bread and
pastries. With great promotional strategy, the proponents of this business
can even twist the minds of the prospective buyers to patronize the
products. As for the business’ demographical location, a food stall inside
SM Megamall, which is the center of the business, is located within Doña
Julia Vargas Avenue. Along its vicinity includes nearby bread and pastry
competitors, Mementrep Corporation's product unfamiliarity might be a
disadvantage. However, it can also be an advantage since it can increase
the curiousness of the potential customers in the taste and looks of the
products. The huge population of SM Megamall is an advantage for possible
sale and consumption and promotion of our products. This business’ main
target markets are the millennials because they are always looking for an
instagrammable and delicious food.

3.1 Market Segmentation

Our market is divided into four different psychographics: Comfort

Creatures, Celebrators, Suki Moms, and Gourmet Wanna-bes. They represent
groups of people sharing similar behavior patterns and reasons for
patronizing MEMEntreppp sweets.

Comfort Creatures are mainly white collar workers who are driven by
success and prestige yet miss homemade comfort foods of their childhood.
They may stop in on their own or bring clients in for a gourmet dessert
experience.

Celebrators are just that - people celebrating special occasions.

Birthday, anniversary, graduation, valentine's day, etc., families and
loved ones will gather at MEMEntreppp over sumptuous desserts and a festive
atmosphere.

Suki Moms actually encompasses all family members. MEMEntreppp Inc.

is a gathering place where families are welcome and feel comfortable.
"Moms" can come in for after school milk and cookies with their children
and relax while we pamper the little ones. Or they can meet up with
friends for our Tea Time - a little civilized time stolen in the midst of a
busy day.

Gourmet Wanna-bes watch the Food Network and easily spend Php150 for
the latest cookbook. They'll be the adventuresome diners at MEMEntrepp
Inc., as well as the first to sign up for our cooking classes.

MARKET SEGMENTS
Gourmet Wanna-
be
8%

Celebrators
25% Comfort Creatures
50%

Suki Moms
17%

Comfort Creatures Suki Moms Celebrators Gourmet Wanna-be

3.2 Target Market Segment Strategy

We have specifically targeted segments of people with an appreciation

for delicious desserts and a need for comfort and relaxation. MEMEntreppp
Inc. is a haven for the busy & successful who want to treat themselves to
something soothing and a little sinful! It doesn't take a lot of time, yet
is so rewarding. These people will value the high quality product
presented without pretension. Our customers will also appreciate the fun
and fast service - whether celebrating a birthday or stopping in before a
concert at the SM Megemall.

3.3 Service Business Analysis

 Although MEMEntreppp Inc. is creating a new niche in the food service
industry, we do share similarities, and therefore compete with several
kinds of quick-service dessert businesses:

 Restaurants: any restaurant offering dessert.

 Supermarket: in-store bakeries as well as frozen specialty desserts

offer some competition.

 Bakeries: free-standing traditional bakeries.

ORGANIZATION AND MANAGEMENT

MA. LEREZA F. AUSTRIA

PRESIDENT

LARA JANE S. ALMERO

VICE PRESIDENT VICE R.PRESIDENT

MIRASOL
CURAMMENG

4.1 Management Summary

JENNYFER JABSON LEO M. VOLANTE RHEALYN F. URSULUM MA. CRISTINA O. TALDE

 MEMEntreppp Inc. will be slow to hire people in the first few years of

operation, but very loyal to those who are hired. Initially all employees

will be part-time as the majority of the work will be done by the chef-

proprietor. As the company grows, new employees will be trained and

supervised by original employees who have been promoted to a leadership

position. It is our belief that employees who are dedicated to the success

of MEMEntreppp Inc. should be rewarded. They will be leaders in our future

store developments.

4.2 Personnel Management

YEAR 1 YEAR 2 YEAR 3

Php 28,800 Php 31,680 Php 34,848

Chef/Proprietor

Php 24,000 Php 26,700 Php 30,000

Administrative

Php 17,200 Php 17,920 Php 18,712

Dessert Bar Assistants

7 10 12
Total People

SALES STRATEGIES

Our competitive edge is our unique niche in an old market.  Although

restaurants, cafes, bakeries, ice cream shops, etc have an established

position in the marketplace, none are quite like MEMEentreppp Inc.  We are

offering the customers a completely new experience and far higher quality

product.  No where else will they find a professional  chef preparing

gourmet desserts right in front of them.  The amazing popularity of the

Food Network is proof of the public's new-found interest in being a

spectator in the kitchen.

MEMEntreppp's marketing strategy will be education of the consumer and

subsequent word-of-mouth. We will become known as a unique dining

experience as well as a superior pastry shop. Customers will be reached

through fliers, newspaper advertisements and special holiday promotions.

Location will also play a crucial role in marketing and promotion.

The business will be located in high-traffic retail area in Mandaluyong

City known as the SM Megamall.

MEMEntreppp Inc. will target progressive and generally well-educated

and affluent consumers who are interested in trying new products and

experiences and are dissatisfied with the limited selection and lack of

personal service found in grocery store bakeries, neighborhood cafes and

ice cream shops and area restaurants.

5.1 Marketing strategies

We need to sell the company as well as the product. Just as Starbucks

became synonymous with great coffee drinks, Rutabaga Sweets will come to be

known as a gathering place with spectacular desserts.

 We have to sell not only an amazing "show" as the desserts are

created, but also an above and beyond service team who are knowledgeable

and friendly. People will always feel welcome and at home at Rutabaga

Sweets.

First, "we wil begin with trials or free samples". Because we want to

give them the option to try our product/service for a little instead of

asking themselves to shell out their money right away.

Second is "be unique". We used our creativity to build a unique sales

pitch and build a brand around our product/service.

Third, "we will use social media". We will use social media to

provide value to prospects by answering questions, responding to comments

and by sharing content throughout the buying process – from awareness to

consideration, until a prospect is ready to buy.

Rutabaga Sweets plans to be profitable within the first year of

operation. Our goal is to reinvest in the company and expand to three
stores by the third year. From that point we hope to establish
partnerships with each store's chef; similar to Outback's proprietor
program. They will each invest in their store and be directly rewarded for
its profitability.
 FUNDING REQUIREMENTS

6.1 Start-up Summary

Our start-up costs come to approximately Php 300,000 which is mostly

kitchen equipment, store furnishings and construction, and starting

inventory expenses associated with opening our first store. The start-up

costs are to be financed by outside investment. The assumptions are shown

in Table 1 and Illustration 1.

300,000

250,000

200,000

LEGAL 150,000 80,000

LOGO 10,000
100,000
53,578
PROMOTIONAL MATERIALS
50,000 100,850
CONTRACTORS
0
OTHERS EXPENSES ASSETS 4,383
INVESTMENTS LOANS

TABLE 1
 FUNDING REQUIREMENTS

FINANCIAL PROJECTIONS

The financial plan depends on important assumptions, most of which are

shown in the following table. The key underlying assumptions are:

 We assume a slow-growth economy, without major recession.

 We assume of course that there are no unforeseen changes in technology

to make products immediately obsolete.

 We assume access to equity capital and financing sufficient to

maintain our financial plan as shown in the tables.

7.1 General Assumptions

YEAR 1 YEAR 2 YEAR 3

Plan Month 1 2 3

Current Interest Rate 10.00 10.00 10.00

Long Term Interest Rate 10.00 10.00 10.00

Tax 20.00 20.00 20.00

Other 0 0 0

7.2 Projected Cash flow

Being a quick-service oriented business, our cash flow depends on

sales assumptions. It is critical to keep our food cost low. We also need

to be careful to balance slow (non-holiday) months with busy months with

big holidays such as Christmas, Valentine's Day and Mother's Day.