ATENEO DE DAVAO UNIVERSITY SENIOR HIGH SCHOOL
E. JACINTO ST., DAVAO CITY
In Partial Fulfillment of
ENTREPRENEURSHIP
AMORE
“​Once given, forever beholden.”
Submitted to:
Sir Khien Jason Bautista
Submitted by:
Aclaracion, Franz Q.
Basquez, Henrico Paolo L.
Bation, Erika Dominique E.
Cabig, Axel Angelo D.
Falgui, Aleisha Lyn T.
Faller, Amiel Ed Angelo A.
Frigillana, Sarah Jayne C.
Juezan, Franz Stephen Janlee A.
Macalos, Mariane Coleen
So, Marvin Carstairs M.
XII – St. Del Castillo
September 28, 2018
I.INTRODUCTION
A.
Name and Address of the Business or Company
Amore offers its customers a wide range of fresh aromatic flower bouquets and gift
arrangements at reasonable price points. Our online shop can be visited in Facebook and
Instagram via ​Amore.​ With utmost consideration for the busy and fast-paced lifestyles of
our valued customers, we offer deliveries and pick-ups in different locations for their
convenience. As said the shops tagline “​Once given, forever beholden”, A
​ more aims to
celebrate love through simple joys. The online flower shop targets students, couples,
regular employees, or even just a happily single individual who wants to show some love
to an important person in his or her life.
B. Name and Address of the Entrepreneurs
Franz Aclaracion
Door 2, Valdevieso Apartment, Rosal Street, Flores Village, Bangkal, Davao City
Henrico Basquez
Block 4, Lot 5, Blueberry Street, Ciudad de Esperanza, Buhangin, Davao City
Erika Dominique Bation
18, Oriole Street, Phase 2, Saint Michael Village, Ma-a, Davao City
Axel Angelo Cabig
Block 1, Lot 1, Huiso Compound, Los Amigos, Tugbok District, Davao City
Aleisha Lyn Falgui
Door 33, Lee Apartments, Dabalus Street, Davao City
Amiel Faller
Block 1, Lot 4, Garden Villas, Elenita Heights, Catalunan Grande, Davao City
Sarah Jayne Frigillana
Block 44, Lot 19, Phase 3, Ciudad de Esperanza, Cabantian, Davao City
Franz Stephen Juezan
Block 7, Lot 4, Kamagong Road, Molave Street. Awhag Subdivision, Bacaca, Davao
City
Coleen Macalos
Bock 14, Lot 1, Corner Bluebell Cattleya Street. Bloomfields
Marvin Carstairs So
SKC Building, Rosemary Street., Agdao, Davao City
Mr. Marvin Carstairs So is the sole proprietor and owner of Amore. He graduated with
a BS Accountancy in De La Salle University. He aims to provide quality service for his
customers with his educational background and work experience of 4 years. His office, as
well as residence, is located in SKC building, Rosemary Street, Agdao Davao city.
C. Nature of the Business
Amore is an online-based flower shop that belongs to the flower industry or
floriculture. This means that Amore will be selling flower bouquet arrangements via social
media websites such as Facebook and Instagram. Amore plans to reach potential
customers through the smart use of technology and social media promotion. The flower
industry or floriculture is fast-growing industry happening on an international scale.
According to (Islandrose, 2018), business has been booming over the last two decades as
there was an increase in the domestic market’s demand for cut flowers and it grew to such
an extent that the Philippines had no choice but to import flowers like orchids and
chrysanthemums to meet the demand – particularly on Valentine’s Day, All Saint’s Day,
school graduation months of March and April, and the Christmas season. Furthermore, in
a cultural and social context in the Philippines, flowers are extensively used for religious
celebrations, social life and for gifting to families, friends and relatives (Flora, 2000). The
flower shop will receive fresh flowers from a trusted flower retailers, Bukidnon Flowers
Supply Wholesale, Puentespina Orchids & Tropical Plants Inc., and Double H Flowers
Davao every week. The florist business mainly utilizes cut flowers which are fresh blooms
separated from their stems. Only a few people cultivate blooms for cut flowers which is
why there is an increasing demand.
III. INDUSTRY ANALYSIS
A. Future Outlooks and Trends
The major product of the Philippine flower industry in the 1970’s was cut flowers.
Growers were local hobbyist and plant enthusiasts. Since then, the industry had gone a
long way. In the 1980’s, flower industry generated huge profits, thus, it had lots of potential
to earn foreign revenues. There were more land area for flower farms to flourish. Growers
also adapted to technology as modern techniques and machinery to produce flowers were
used by Filipinos (The Philippine Flower Industry, 2008). According to Cardiño and
Fernando of Business Mirror (2018), the Philippine Statistics Authority (PSA) reported that
cut flowers imposed a decrease of 4.94 percent to 8,886 metric tons (MT), from the 9,348
MT recorded 2 years ago. The peak output of the industry was last 2004, with 23,618 MT.
However, general production has been declining for 14 years, PSA’s data showed.
Flower industry in Davao is a thriving business. According to Vicky Jimenez, as
cited by Banzon (2015), Davao became the supplier of garden installers in the country. In
addition to this, the sales of the floral industry of the city were improved by the influx of
customers, mainly visitors and guest from all over the country of Kadayawan Festival. It
was also mentioned that small business had an opportunity to earn more than what is
average. Small floriculture businesses in Davao City are greatly affected by the booming
tourism due to the Kadayawan Festival.
B. Analysis of Competitors
FG Davao – Flowers
Gift Delivery
Eufloria
Sweet Surprise
Product
They
have
an
They
have
service and their own
online
shop and
online service and
retail shop where in you
retail shop. They
a retail shop. They
can buy bouquets for
offer a wide range
provide
different occasions and
of
range of products:
preserved
flower
rose.
online
They
an
customized
They
have
a
wide
flowers
also offer different kinds
arrangements
for
of chocolates and stuffed
different
toys some of which in
occasions.
bouquet form. They also
also deliver to your
offer food delivery and
door steps.
an
for
different
occasions, bears,
They
chocolates
and
wines.
door-to-door delivery.
Place
Price
They have their store in
They are located in
They are located
Lopez
Door
91B
in Unit 2 Jadeg
corner Lastimosa Alley,
Jacinto St. corner
Building, V, Mapa
Barangay
Padre Gomez St.
Street, Davao City
Jaena
9-A,
Street,
Davao
A,
City
Davao city
Their pricing is expensive
Their
than the average pricing.
depends
pricing
on
arrangement
Their price ranges
the
from average to
and
expensive.
selection
of
flowers. They tend
to be more on the
expensive
side
than the average
pricing.
Positioning
The company produces
A
company
that
high quality products and
serves
services.
through their own
satisfying
and unique way.
customer
products
The
provides
company
a
very
service
and products.
Promotion
They
have
their
their
They have their
website but they also
own website but
own website but
have a Facebook page.
they also have a
they also have a
They can also be located
Facebook
Facebook
through
They can also be
They can also be
located
located
the
own
use
of
Google Maps.
People
have
page.
through
page.
through
the use of Google
the use of Google
Maps.
Maps.
The staff is friendly. It is
The staff is very
They
easy to inquire as the
approachable.
well-trained
staff
Their staff met the
The
florist
qualifications
enough skills to
flower
needed
has
a
personality.
has
Packaging
They
a
pleasing
The
good
arrangement skills.
jobs.
Their packaging varies
Most
from
flowers
what
they offer,
for
the
have
staff
creat
a
staff.
had
beautiful
bouquets.
of
their
Their flowers are
in
wrapped in flower
most of their flowers are
packaged
a
sleeves, some are
packaged
in
posy box, in which
stored in a basket
sleeves,
some
they
or box.
flower
in
in
are
baskets, other products
specialized
are in a vase.
They
also
in.
cater
flower sleeves.
C. Market Segmentation
The general public is the main target of this company. This means that the
company will directly cater to the needs of the people
D.
E.
F.
G.
H.
​Industry and Market Forecast
I.
J.
K.
L.
M.
N.
O.
P.
Q.
R.
S.
IV. COMPANY DESCRIPTION
A. Product
The company offers an astonishing and beautiful bouquet of flowers that can be
delivered right in the customer’s doorsteps. It is available online and it has bundle promos.
It costs Php 800 per bouquet, inclusive of the delivery charge, but it can be modified. The
customer has the freedom to suggest on how it would look like and what flowers will be
used as long it is available in our bundle promo. The order is placed online and Amore
delivers it right at the customer’s doorstep.
B. Size of the Business
The company is sole proprietorship; it will be single-handedly owned by the president
of the company, Mr. Marvin So, along with the different teams who will be tasked and
assigned in running the business smoothly. There will also be artists who will
conceptualize on how to do the customers requested bouquet. The transaction is done
online, wherein the customer will inquire through a website, facebook page or instagram
account specifically for Amore. The location of the operation is in the resident of the
president.
C. Office Equipment and Personnel
For the preparation of bouquet, desks and chairs that serve as working stations will
be needed. Floral refrigerator, also, for the preservation of the freshness of the flower,
air-conditioner for the comfort of the personnel, telephone for the calls made by the
customers, desktop computer for transactions online, shelves to store the tools used for
the bouquet, a fire extinguisher to be used in case of fire, and a motorcycle for the delivery
of the bouquet. The company will be hiring experienced florist, the one who will be tasked
to create the bouquet that the customer ordered; florist assistant, who will run the errands
on the making of the bouquet like cleaning and taking orders; finance officer, they will be
the assigned and assist in budgeting in Amore. The web developer is the one who will
create the pages in Instagram and Facebook, and soon, create, manage and design the
official website. The sales manager will be analyzing the needed quotas in Amore. The
operations manager will be overseeing the operations inside the company, marketing
managers are assigned to do advertising and selling of flowers of Amore, and Accountant
will be overseeing the flow of money in the Amore. Recruits for the delivery team must
have a licensed and clear record in the terms of violating traffic rules.
D. Background of Entrepreneurs
The owner and the president of the company is ​Mr. Marvin Carstairs M. So​. He
graduated BS Accountancy in De La Salle University. He is now a Certified Public
Accountant and a Master’s of Professional Accountancy. With 4 years work experience as
an accountant, He is excellent in numbers and critical thinking.
Aleisha Lyn T. Falgui studied BS Computer Engineering in Ateneo de Davao
University. She has 2 years experience as a Web Developer at Flatworld Solutions, Inc.
She previously designed high-impact, user-centered Web site for small establishments.
Amiel Ed Angelo A. Faller studied BS in Mechanical Engineering in Ateneo de
Davao University. He offers rental car services to tourist. He also has 5 years experience
in driving private limos for people as a sideline business.
Axel Angelo D. Cabig studied BS in Business Management in Ateneo de Davao
University. He has 3 years experience as a Sales Officer at John Clements Consultants,
Inc. Because of this, he developed good computer and interpersonal skills.
Erika Dominique E. Bation graduated with a BS in Business Administration major
in Marketing Management in University of Santo Tomas. With 3 years work experience as
Marketing Manager, she is adept in exploring customer behavior, sales strategies, and
advertising.
Franz Q. Aclaracion studied BS in Operations Management in University of the
Philippines - Diliman. He has 3 years experience as an Assistant Operations Manager at
Red Logo Lifestyle, Inc. His experienced molded him to be a person with leadership skill
and ability to perform a wide range of duties.
Franz Stephen Janlee A. Juezan graduated with a Civil Engineering degree in
Ateneo de Davao University. With 4 years experience as a Civil Engineer, he also had a
hobby of designing flower arrangements. He attended a total of 3 flower arrangement
workshops. Also, he participated in a local competition of flower arrangement and won first
place.
Henrico Paolo L. Basquez studied BS in Mechanical Engineering in Ateneo de
Davao University. He has 3 years experience in selling flowers. He first ran a botique shop
at Jacinto St. named Henry’s Flower Shop.
Mariane Coleen Macalos​ graduated with a Master of Administration in Accounting
from Ateneo de Davao University. With 5 years work experience as account, a master’s of
accounting also position its holder well to sit for such exam as Certified Management
Accountant.
Sarah Jayne C. Frigillana graduated with a BS in Industrial Engineering in Ateneo
de Davao University. However, she had various trainings and workshops in flower
arrangement. Aside from being and Industrial Engineer at Marriot International, she works
sideline as an occasional flower arrangement designer at weddings and debuts.
V. PRODUCT PLAN
A. Physical Plant
B. Machinery and Equipment
MACHINERY/EQUIPMENT
QUANTITY AND PRICE
PER PIECE
4 pieces PHP 3000 each
PURCHASE
LOCATION
Mandaue Foam and
Furniture
Desk
4 pieces PHP 1,500
each
Mandaue Foam and
Furniture
Chairs
2 pieces PHP 30,000
EMCOR Davao
1 piece PHP 70,500
EMCOR Davao
Air conditioner
Floral Refrigerator
1 piece PHP 2,500
Marbex Enterprises,
Davao City
Fire Extinguisher
1 piece PHP 1,100
Columbia Computers,
Davao City
Telephone
1 piece PHP 30,900
Columbia Computers,
Davao City
Business laptop
1 Piece PHP 50,900
Honda Buhangin,
Davao City
Business Motor
2 pieces PHP 8,000
Mandaue Foam and
Furniture
Wall Shelves
C. Name of Suppliers for Raw Materials
Suppliers
Bukidnon Flowers Supply Wholesale
Puentespina Orchids & Tropical Plants Inc.
Double H Flowers Davao
VI.
OPERATIONS AND DEVELOPMENT PLAN
A. Description of the Company’s Operation (state no cancellation of orders)
The workspace is located at Rosemary Street, SKC Building, Agdao, Davao City
which is the owners’ residence of the online business. It indicates that the business does
not need to rent a space for the industry, thus it gives a lesser expenses for the company.
Having a one workplace, it provides sustainability framework for approaching everything
the workers do and it is designed to secure the products that are ready to deliver. The
supplier of the flower boutique comes from the production of Bukidnon Flowers Supply
Wholesale, Puentespina Orchids & Tropical Plants Inc., and Double H Flowers Davao.
The supplier will deliver fresh flowers every week and these fresh flowers are cut flowers
and have flower buds that have been cut from the plant suitable for bouquets, wreaths,
corsage and special flower arrangements. The inventory will be done from time to time
B. Flow of Orders for Goods
Supplier to Amore
Amore to customers
C. Technology Utilization
The primary appliance to be used for delivering the products is the motorcycle with
the use of the up to date GPS to guide our delivery guys to the accurate location of the
customer, giving them directions and routes for faster delivery. Second, there is a need of
radio in every delivery guy which is use to have a connection in the main office in case of
any concerns while delivering the products. Third, computers and telephone are needed
for the transactions of the orders from the customers as the tool of communication with the
client. These technologies are required and will be used for a quick bargain with the
clients’ order.
VII. MARKETING PLAN
A. Pricing
Considering that Amore is a fresh business, the pricing strategy that will be used is
follow-the-leader pricing to match other competitors in terms of pricing. Follow-the-leader
pricing puts the company in a comfortable spot where prices will not be a factor for
customers in choosing for a flower shop because it will be the same. They will instead
focus on other aspects like services and flower qualities. Before we follow the follow the
prices of leading companies, we will set the initial prices for all of our products to P800.
This includes delivery and other services. From then, it is susceptible to change
depending on the leading company.
B. Distribution
Amore aims to have a direct producer-consumer relationship as we will deliver the
products to customers. This means that there will be no distributor or retailer. We also
deliver to other people that the buyer wants to be given flowers if requested. We plan to
deliver the products through direct marketing via our website and hotline. The delivery will
be within Davao City Area only. Franchising will be considered but will depend on the
future state of the company
C. Promotion
Since Amore is an online company, our main channel to reach our customers is
through smart use of technology and social media promotion such as online
advertisements and promotional page on social media platforms. This way of promotion
covers the younger demographic of our customers, ideally aged 20 to 45 years old. To
reach our older demographic which we expect to be 46 years old and above, we plan to
promote our company through print publications such as flyers, brochures and posters.
Another way of reaching them is through radio advertisements.
VIII. MANAGEMENT TEAM
A. Organization Plan
This business is a sole proprietorship kind of business which means that it is the
simplest business under which only can own the business. The sole proprietorship is not a
legal entity. It simply refers to a person who owns the business and is personally
responsible for its debts. There will be no partnership produced by this company, but there
will be suppliers, mainly flower wholesalers and flower plantation business, because they
are the main supplier for our flower shop business.
B. Description of The Management Team
Owner: A business owner’s job duties can run the gamut from hiring staff to
arranging financing. Specific activities will vary according to the business’ category, size
and industry. In general, business owners are responsible for the growth, stability,
direction and daily operation of the business. Owners should know their domain and their
business to handle it properly.
Florist: Floral Designers, also called Florist, cut and arrange live, dried, and silk
flowers and greenery to make decorative displays. They also help customers select
flowers, containers, ribbons, and other accessories. Florists should have attended at least
5 flower arranging workshop. Thus, they should have a creative mind in order to produce
the best flower designs. The florist of this business will be Henrico Basquez and he will be
receiving P20,000 per month.
Florist Assistant: Cleaning and Performing Administrative Tasks. Floral
Assistants also do administrative tasks, such as taking orders, making follow-up calls,
arranging deliveries and helping type proposals. A floral assistant will have the same
qualifications as the florist. They should also be good at designing and assisting to give
the florist the support they needed. The florist assistants will be Franz Juezan and Sarah
Frigillana. They will both receive P15,000 each.
Finance Officer: A finance officer job description generally include assisting in the
preparation of budgets, managing records and receipts, reconciling daily, monthly and
yearly transactions. The finance officer is the key point of contact for other departments on
financial and accounting matters. Finance officers should be a graduate of any
Accounting, Finance or Business course with at least one year experience in the field. The
finance Officer of this business is Axel Cabig. He will be receiving P15,000 per month.
Operations Manager: An operation manager is a senior role which involves
overseeing the production of goods and/or provision of services. It’s an operations
manager’s job to make sure an organisation is running as well as it possibly can, with a
smooth efficient service that meets the expectations and needs of customers and clients.
Operations manager should have a Bachelor’s degree in any business-related field.
He/she should have a strong leadership skill and ability to perform a wide range of duties.
Franz Acclaracion is the future Operations Manager of this business. His salary will be
P25,000.
Sales manager​: Sales manager lead a sales team by providing guidance, training
and mentorship, setting sales quotas and goals, creating sales plans, analyzing data,
assigning sales territories and building their team. A sales manager should have a
bachelor’s degree in Business Administration, Statistics or Mathematics. He/She should
have good computer skills. The Sales Manager will be Coleen Macalos. She will receive
P25,000 monthly
Marketing Manager: Duties of the marketing manager include managing all
marketing for the company and activities within the marketing department, developing the
marketing strategy for the company in line with company objectives. Marketing Managers
also manage and improve lead generation campaigns and measuring results. A marketing
manager should be a graduate of a Marketing or Business Administration. He/She should
have at least 2 years experience on the field. Erika Bation will work as this business’
Marketing Manager. She will be receiving P25,000 monthly.
Accountant: An accountant prepares asset, liability, and capital account entries by
compiling and analyzing account information, documents financial transactions by entering
account information, recommends financial actions by analyzing accounting options and
substantiates financial transactions by auditing documents. Accountants should have a
degree in Accounting. He/She should be good in interpersonal and analytical skills. The
accountant of this business is the owner.
Web Developer: The web developer is responsible for designing, coding and
modifying websites, from layout to function and according to client’s specifications. Strive
to create visually appealing sites that feature user-friendly design and clear navigation. A
web developer should have a degree that is related to Computer Science, preferable
Information Technology or Computer Engineering. They must possess an understanding
of programming, database management and design. Aleisha Falgui will receive P15,000
per month as she will be the business’ Web Developer.
Delivery Boy: The delivery drivers transfer goods from areas of production to
personal homes and businesses and duties and training vary depending on employer. The
job may include filling out papers, loading and unloading goods, and talking with
customers. The driver should be at least a high school graduate. A delivery boy should
have at least 3 years of driving experience, and should be patient, and have a proper
driver’s license. Amiel Faller, the business’ future delivery driver, will receive P 15,000 as
his salary.
C. Plans for Recruiting and Training Employees
The company will hire the best staffs and florist by posting an Advertisment online.
The requirements will be a college diploma and a college degree of their respective
position. The company will also observe the employee’s personality if it fits the designated
position. The company will uphold programs that will help the employees to muster their
skills and instincts about their position, like ​Flower Arranging P
​ rogram for the florists, not
only to muster their skills but also to showcase their talents and abilities. For the staffs like
managerial positions, they will attend a ​Leadership ​program because in that kind of
position leadership is the most essential trait that shoud be polish because they are the
heads of the company, they will lead the company to success. For the developing team
like accountant, and web developer, they will attend a ​Developing and Masteral ​Program
because they need to be wise and able to think critically. These programs will help the
staffs of the company to work well about their designated positions to help the company
grow and stabilize.
VIII. ASSESSMENT OF RISK
A. Evaluate weakness(es) of the business
The business, being a 24/7 online shop but having delivery hours of 8am-10pm,
would need to face traffic, availability of service/workers, delivery time, competition,
location, prank callers, weather, accidents that may happen during work hours and are
liable for the products given to the customers.
Problem
Assessment
Traffic
Delivering the flowers to the customers,
especially to those in far places have a
high chance at encountering traffic, thus
delaying the delivery
Availability of Service/Workers
Serving the customers would require a
lot of workers to accommodate each
customer
to
their
particular
timeline/schedule
Delivery Time
In times like traffic and accidents can
cause delay in delivering the product to
the customer and may cause hindrance
in the productivity of the workers
Competition
The city is full of flower shops and would
result to a decrease in sales and the
competition might try to persuade other
customers to their products
Location
Delivery time will depend on the location
desired by the customer, and that can
sometimes be a problem, especially in
areas that are inaccessible or private.
Prank Callers/Orders
The business will receive orders online
and through calls and pranksters might
interfere with the transactions
Weather
Bad weather can lead to delay in the
deliveries, it can also affect the condition
of the flowers
Accidents
Staff/workers may be injured or be in an
accident that may need them to rest,
thus having less workers
Liability of product
Possibility of giving the customers bad
products
B. Contingency Plans
For each problem, there will be a contingency plan to solve it
Problem
Contingency Plan
Traffic
The use of small transport/cars in order
to pass through traffic more quickly, also
knowing the area would help because it
can lead to shortcuts for faster delivery
Availability of Service/Workers
Having shifts/schedules for the workers
Delivery Time
Have something to compensate to the
customer for being late, otherwise, don’t
be late by working more quickly and
efficiently
Competition
Offer unique and amazing products that
will stand out from the competition and
also give quality service
Location
The drivers/deliverers should know the
area and find out which is the fastest
route to the delivery point.
Prank Callers/Orders
Verify first if the caller/order is legit
before we proceed to transacting it by
giving the necessary information
Weather
Being updated on the weather and
informing the customer whether or not
the delivery will be delayed due to bad
weather
Accidents
Have medical equipment/first aid in the
workplace
Liability of product
The
flowers
should
first
be
monitored/observed before sending it to
the customers. The drivers must also be
careful in bringing the product
C. New Technologies
The business will be using the latest equipment for marketing and security. Also,
since this is a flower delivery business, any type of trend can be applied to further
enhance the flowers and how they’re delivered. The business will use up to date GPS to
guide our delivery guys to the accurate location of the customer, giving them directions
and routes for faster delivery. The utilization of fast internet connection can help in getting
in touch with the customers while also using social media to gain popularity and promote
the business.