EXECUTIVE SUMMARY

A. Market Aspect

The target market of the proposed business is that the student and tourist inside

the Alaminos City. The business has many strength and opportunity rather than the

weakness and threats. The price of the proposed business depends upon the original cost

with reasonable mark-up. The location of the proposed business is feasible because it

near the High School and different Universities College.

B. Management Aspect

Cup of Life in Alaminos City, Pangasinan, is a business partnership owned by nine

students from the Bachelor of Science in Hospitality Management program. Ana Marie

Apolonio, Venus Athena, Divine Collado, Mary Beth Paeste, Fatima Josue, Lovelyn

Rachell Zonio, Marie Andrade Lopez, Prince De Leon, and Erwin Dela Cruz will manage

the business. The starting capital is 7,650,000.

The "Cup of Life" will have a manager, cashier, barista, kitchen staff, and server.The

duties and responsibilities of the employee were enumerated. The proposed business will

be more useful as a physical store because it will cater to the people who are visiting and

passing by in Alaminos. certain good relationship between the administration and

employees. And to receive feedback from our customers.

C. Technical Aspect

The location of the proposed business is in Don Jose Drive, Poblacion, Alaminos

City, Pangasinan.The business has an area of 100 square meter.

From the source, raw materials will be gathered while they are still fresh. For the

delight of our customers, management will ensure that the store is clean, especially the

merchandise.

D. Financial Aspect

The financial need of our business shall be sourced from partner’s equity. Each of

the members shall contribute an initial amount of P850,000 in cash. Half of the capital

will be used for all expense to be incurred during the pre-operating period and during the

half of the year of normal operation. All purchases shall be on cash basis.

E. Socioeconomic Aspect

Partners will ensure that everyone is observant and God-fearing. Will take great

responsibility in promoting the Clean Air Act and appropriate trash disposal. Contribution

to the government revenue through permits,license and taxes.After a long, arduous day,

give customers a comfortable spot to spend their downtime drinking coffee. To reduce the

unemployment rate, give midgets jobs. Supports Filipino product.

Chapter I

INTRODUCTION

The proposed business will be Cup of Life. It is a coffee business that sells

various menus of coffee and foods that can be paired with our beverages. We would like

to introduce the different flavors of our coffee so that consumers can satisfy their wants.

The name of the business comes from the word "Cup of Life," which means life

begins with one cup of coffee. Starting your day with a cup of coffee can satisfy your

feelings. It will be a partnership, and it will be owned and operated by nine people, which

are Ms. Ana Marie Apolonio,Ms. Venus Athena Cada, Ms. Divine Collado, Ms. Mary

Beth Paeste, Ms. Fatima Josue, Ms. Lovelyn Zonio, Ms. Marie Andrade Lopez, Mr.

Prince De Leon, and Mr. Erwin Delacruz.

One of the most popular drinks in the world is coffee.We all know that Filipinos

are known as coffee lovers because, when drinking coffee,age doesn’t matter. Even

people of a younger to older age can drink coffee; drinking coffee is one of the most

satisfying feelings, especially when you wake up in the morning and stress at work. This

feasibility study is about establishing a business in Don Jose Drive, Poblacion, Alaminos

City named CUP OF LIFE.

The target market of our business is the students of different universities, both

public and private. We chose students to be our target market because nowadays they

follow the trend and college students are stressed in academics, so they find a place that
can lessen and comfort their stress, like our coffee shop, where they can relax and relive

their stress.

Background of the Study

We know that Alaminos City has so many establishments, like malls; however, we

understand that there will be competition too, but in making our coffee shop, we will

make sure that our customers are surely satisfied with our hot and cold products, coffee,

and services. We also make sure that they will enjoy staying in our shop because of our

relaxing ambiance, which will meet the standards of our target market.

We chose to establish a coffee shop because we believe that after 5 years and more,

our business will continue to serve, and we will make sure that every year we have new

offers that customers will surely love and be satisfied with, and we also know that

Filipinos love to drink hot or cold coffee.Our shop will be a good place where food,

relaxation, and bonding are enjoyed together. Having a coffee business is such a great

idea, and we believe this will be a successful business in the future.

Coffee comes in many different flavors. It is a brewed drink made from roasted

coffee beans, which are the seeds of berries from the coffee plant. The best thing about

coffee is that you can improve its taste and flavor, making it a unique product.
Chapter II

MARKET STUDY

Market study determine the strategies to be used in able for the business to be

known in the hospitality and tourism industry. It also contains marketing strategies or

other forms of advertising that are adequate for providing the information required in

every firm to understand their best position and performance.

Business Description

Cup of Life will be a coffee house located on Don Jose Drive in Poblacion

Alaminos City. The Cup of Life will offer a variety of choices to its customers. The

choices of coffee will range from espresso to latte; juice, soda, and non-coffee will also

be available. We also offer a variety of foods, like pizza and others, that can be paired

with our beverages. The interior design of the building will focus on projecting a relaxed

atmosphere.Coffee Circus will be divided into different areas. An advantage of having

different areas is that customers can partake in different activities without bothering

anyone. Political discussions will not interfere with the music, or the music will not

interfere with those playing board games or reading. The emphasis will be on providing a

comfortable environment for the customer where they will want to linger and return many

times.Our coffee shop also has a drive-thru so that tourists going to the Lucap Wharf at

the entrance of Hundred Island can order their coffee by drive-thru.

Product Name and Description

Spanish Latte

Creamy and sweet with plenty of bold espresso, the Spanishlatte is a delicious

twist on a classic latte. You don’t need any special equipment or ingredients to make this

satisfying drink.

Mocha latte

is a latte made with chocolate syrup. It is a little sweeter than a regular latte with a

lovely chocolate flavor. Mochas are often topped with whipped cream and a chocolate

drizzle making them extra indulgent and delicious.

Caramel Latte

is made by mixing espresso with caramel syrup and pouring steamed milk on top.

Caramel Macchiato is made by mixing vanilla syrup and steamed milk together, and then

pouring the

espresso on top, leaving the black mark on the milk foam ("macchiato" means

"marked" in Italian).

French Vanilla Latte

is an espresso-based drink, prepared with a double espresso shot, textured milk,

and French Vanilla syrup.

Cappuccino

is an espresso-based coffee drink that is traditionally prepared with steamed milk

foam. Variations of the drink involve the use of cream instead of milk, using non-dairy

milk substitutes and flavoring with cinnamon or chocolate powder.

Matcha Milk Tea

is a refreshing blend of earth matcha powder and creamy milk that will have your

taste buds singing. Grab a straw and let’s dive into the world of Matcha Milk Tea.

Strawberry milk

is made of real strawberries, using only 3 ingredients with no cooking involved.

It's a popular drink offered at Korean cafes, especially during the summer, and now

you can easily make it at home.

Chocolate milk

is so easy to make and tastes so much better than shop-bought. This choc milk

recipe is rich and also extremely customization from the amount of sugar to the type of

milk you use.

Doughnuts

is a ring-shaped of sweet fried dough. After being fried, doughnuts can be spread

with chocolate or icing on top.

Blue Berry Cheese Cake

it is a dessert made with cream cheese, sugar, eggs, and blueberries. It is usually served

chilled and garnished with whipped cream or additional blueberries.

Carrot Cheesecakes

a cake made with shredded carrots in the batter At least half the entries were the

classic carrot cake made with flour, oil, eggs, sugar, carrot and spices and topped

with cream-cheese icing.

Nutella Tart

is made with an easy hazelnut tart crust, filled with a decadent and creamy Nutella

filling, and topped with chopped toasted hazelnuts.

Banana muffins

a muffin version of banana bread They begin with a sweet, thick batter that

contains mashed bananas, cinnamon, and roasted nuts.

Butter Croisant

Butter croissant is a classic French pastry that has a tender and buttery inside and

a lightly crisp and flaky crust.

Alaminos Longganisa Pasta

Longganisa pasta is a Filipino pasta dish that incorporates longganisa, a type of

Filipino sausage, into the sauce. Unlike bolognese which makes use of ground meat in its

sauce, longganisa pasta incorporates the titular meat through thick and chunky slices.

Each bite is more flavorful and filling than the last, and makes your dish even more

delicious!

Alfredo Fettuccini

a dish consisting of fettuccine with butter, Parmesan cheese, cream, and

seasonings

B. Customer

Our target customers are people who have a great taste for sweets and love coffee.

At all ages, male or female, who have a low budget, which is mostly students.Students

will be our main target because our business area or location is near schools and

universities. Nowadays, as we all know, the current generation is so into social media that

most of them often post every little detail, including what they are up to, what they do,

eat, and buy, which is a good thing for every business owner because it acts as a free

promotion for the products or services they offer. Due to a stressful day at school, most

students are looking for a place to relax, and a coffee shop is one of the best places to go
because of its cozy environment, relaxing background music, and the aroma of freshly

brewed coffee that will help relieve stress.

Survey of Demand from the Target Market

The researcher conducted a research in the town of Alaminos City to determine

whether the proposed business is feasible. A number of questions were asked to the

respondents. Questions which would help the researcher make assumptions and

conclusions in regards to the feasibility of the proposed Business.

Classification of respondents according to their age

The age range of 18 to 29, or the millenials, has the greatest percentage, with

87.1% out of 100 respondents, 8.6% for youths less than 18 years old, 4.3% for the age

range of 30 to 40 years old, and 0% for the age range of 41 to 60 years old.

Classification of respondents according to their gender

Female respondents are greater than male respondents; 40.9% out of 100

respondents were male, while 59.1% were female.

Employment status of the respondents

The employment range of students has the greatest percentage, with 68.8% out of

100 respondents, 17.2% for the employed, and 14% for the unemployed.

Classification of coffee that respondents have already tried

The range of cappuccino has the greatest percentage, with 50.2% out of 100

respondents, 20.8% for the espresso, 20.4% for the black coffee, 8.6% for the Spanish

latte, and 0% for the Americano.

Ratings of respondents on how much they have coffee

The range of very likely has the greatest percentage, with 55.8% out of 100

respondents, 28.1% for the somewhat likely, and 16.1% for the neutral.

Ratings of respondents who tried to drink coffee in a coffee shop

The range of often has the greatest percentage, with 66.7% out of 100

respondents, 28% for the rarely, and 5.3% for the not already.

Ratings of respondents on how often they drink coffee in a coffee shop

The range of almost everyday has the greatest percentage, with 51% out of 100

respondents, 40.9% for the often, 8.1% for the rarely, and 0% for not already.

Classification of person that respondents mainly go with to dine in a coffee shop

The range of friends has the greatest percentage, with 67.7% out of 100

respondents, 11.5% for the cousins, 10.8% for the family, 10% for the girlfriend or

boyfriend, and 0% for the classmates.

Ratings of respondents like to take different coffees in one coffee shop

The range of very likely has the greatest percentage, with 50.4% out of 100

respondents, 29.2% for the somewhat likely, and 20.4% for the neutral.

Market Competition

A. Market share

Market share is the percentage of total sales in an area that a specific company

generated. Building your business without knowing or understanding who your

competitors are risky. Market research can assist you in preparing for changing market

conditions and keeping your company competitive.

Cup of life aims to gain a 40% market share for it's first annual and increase it

yearly as possible, Moreover, the total market share of 4 competitors is 100%.

Figure 1

Sales

13%
Stree Cafe

40%
17% Cafe Casborran
Cafe 2021

30%
Thirtea

Cafe Casborran Thirtea Cafe 2021 Street Cafe

B. Product and Market Focus

Creating a business without researching and evaluating your competitors is risky.

The proposed business is located at Don Jose Drive Poblacion Alaminos City where

nearby the target market is visible. The students from different Universities like Golden

West College, Great Plebian College, Pass College, Alaminos National High School and

Colegio San Jose De Alaminos are in range. And Also the employees from different

establishments have an access to our location for their business meeting or private meet

up.

In addition, The students and employees has a big potential in our business who

are looking a peace who can they relax and rest for their break time which the proposed
business can offer a Free WiFi, free to read books and Drive thru that will satisfy their

needs.

The competitors of “Cup of Life” are Street Cafe, Cafe Casborran, ThirTea Ann

Milk Tea Alaminos Branch and Cafie 2021.

C. SWOT analysis

Strength

 Free WiFi, Free reading books and drive thru

 Good management

 Accessible

 Employees are good in Service, Kind, Humble and Serve quickly

 Teamwork

 Parking Area

Weaknesses

 Limited Menu

 Changes demand due to weather

 Nervous in Public speaking

 Long waiting duration

 High competitor

Opportunities

 High return on investment

 Loyal returning customers

 Accessible Location of our target market

 Near the school of collges

Threats

 Poor ratings on review websites

 Tough competition

 Changing customer preferences

Marketing Strategy

Internet Marketing

The internet is an effective tool for marketing new businesses. It will be possible

for target and Marketing potential clients to access all the information they require about

the new firm by creating websites for it.

Figure 2

Advertisements:

This is a paid way of promoting the products and services of the business and
designed to be more attractive to it’s future consumer are:

 Banner/ Advertising Tarpaulins:

This is an effective advertising method to increase awareness of people about Cup

Of Life.

Figure 3

Cup Of Life Advertising Banner

 Facebook:

The proposal has it’s own face-book account where people can see the coffee

shop located, to see what’s new in the business. The business Facebook name is CUP of

LIFE.

Figure 4
 FLYERS:

This is an effective way to promote our coffee shop and attract new customers.

Figure 5
 Word of Mouth Marketing

Information is spread from person to person via word-of-mouth marketing. In

word-of-mouth marketing, there is no need to invest a single centavo; the management

will offer its clients exceptional services and goods, resulting in them recommending the

supplier to others without being compensated for doing so.

 Location Strategy

The location of the proposed business will be Don Jose Drive, Poblacion Alaminos

City, Pangasinan. The location is very ideal; it will soon become a business sector in the

municipality of Alaminos, where large and lease buildings are residing. The location is in

front of Golden West College Alaminos.

Figure 6

Vision and Mission

Vision

To become recognized and dependable as the ideal partner for the coffee shop

business. To be a pioneer in quality, service, and innovation. To rank among the most

esteemed and reputable businesses in our sector. To dominate our markets.

Mission

To offer quality drinks and food that customers will surely be satisfied with with

every sip of their coffee and every bite of their food; to serve in a professional, friendly,

and courteous manner that they won’t forget and that they will always remember; to be a

welcoming and relaxing environment where customers can socialize with each other.

Business Logo

Figure 7
The name "Cup of Life" means that life is like a cup of coffee. It's all in how you

make it or take it.The cup is located at the center of 2023, which symbolizes that our shop

is starting to serve. In the middle of 2023, it is ready to rise and compete with other

businesses.The two beans represent that our business shall operate as a general

partnership, and it also promotes our country beans that are used in our coffee shop. The

shape of our logo is a circle, and the small cubes surrounding it symbolize that our

business hasn't come to an end but will continue to serve the future generation. The light

brown color in our logo represents that our shop is a place where you can relax and the

service we provide can comfort you.

Chapter III

MANAGEMENT STUDY

The Management study is one of the important aspects in establishing a business.

The management implies clarity and accurate identification of duties and responsibilities ,

flow of authority, man power level requirements. To achieve this, management must be

able to plan all activities to become productive and competitive in the industry through

human resource, financial capability, and new technologies. The central idea of

management is to make every deed or decision help achieve a carefully chosen gaol. .This

comprises an examination of the officers and important individuals, as well as the

organizational structure, ownership structure, organizational chart, and project timetable.

In every business, it is very important for the employees to know their duties and

responsibilities to perform an excellent service. The proposed business requires such as

Manager, Cashier,Barista, Pastry Chef, Dishwasher and Security Guard.

Form of Business Ownership

Cup of Life shall operate as a general partnership formed by the proponents. List

of advantages in partnership that are considered in Cup of Life.

 Two heads ( or more) are better then one;

 More capital is available for the business;

 Business is easy to establish and start -up cost are low;

 High -calibre employees can be made partners;

 Have better borrowing capacity;

Job Analysis
Job Description

Manager

 A coffee business seeks a manager to manage daily tasks, motivate staff, and ensure

excellent customer service;

 Experience in various roles is required, and availability outside regular business

hours is required;

Cashier

 The cashier is in charge of accepting orders from customers, ringing up purchases,

and managing payments;

 They should be well-versed with the menu items so they can help clients when they

need it;

Barista

 The role involves creating drinks, maintaining cleanliness;

 Supplying supplies in a bar setting, ranging from simple drip coffees to intricate

espresso concoctions;

Pastry Chef

 The role involves producing baked goods, planning dessert courses, working with

other chefs ,placing orders, calculating expenses, creating menus;

 Improving and learning new and old recipes to meet tight deadlines;

Assistant Cook

 Assistant cooks handle kitchen tasks;

 Menu planning, ingredient preparation;

 Inventory management, ingredient purchase;

 storage, and refrigerator cleaning;

Dishwasher

 A coffee shop dishwasher typically handles various task;

 Cleaning dishes, utensils, and appliances;

 Adhering to hygiene practices and health and safety standards;

Job Qualification

Manager:

 A Bachelor's degree in hospitality management;

 Experience in food and beverage service is a must;

 Excellent communication and interpersonal skills;

 Exceptional organizational and time management skills;

 Ability to work well under pressure and in a fast-paced environment;

 Positive, enthusiastic, and customer-focused attitude;

 Knowledge of industry trends and best practices;

Cashier:

 High school diploma or equivalent;

 Customer service or cashier experience;

 Ability to operate an electronic cash register and handle transactions accurately and

responsibly;

 Basic math skills that allow them to give correct change to customers who pay cash

for a purchase;

 High level of energy with strong customer service skills;

Pastry Chef:
 High school diploma;

 Post-secondary training at a culinary institution;

 Certificate in culinary arts, pastry-making, baking, or relevant field;

 Proven experience as Pastry Chef, baker or relevant role;

 Great attention to detail and creativity;

Assistant Cook:

 Customer service skills;

 Food preparation skills;

 Knowledge of food hygiene;

 Ability to work well under pressure with high customer traffic;

 Taking initiative and working well independently;

Barista:

 Previous work experience as a Barista or Waiter/Waitress;

 Hands-on experience with brewing equipment;

 Knowledge of sanitation regulations;

 Flexibility to work various shifts;

 Basic math skills;

 Ability to gauge customers’ preferences;

 Excellent communication skills;

 High school diploma; relevant training is a plus;

Dishwasher:

 High school diploma or equivalent;

 Minimal work experience;

 Strong problem-solving and communication skills;

 Exceptional time management skills;

 Ability to stand or walk for 8-hour shifts and lift at least 20 pounds;

Willingness to comply with all food safety procedures.

Policies and Standard

Cup of Life Policies and Standards are the following:

Tardiness and Time keeping

1. The business will provide a logbook for the employees to monitor if the employee

came before the business hours start.

2. Must be on time and observe 10 to 15 minutes advanced on the call time.

3. The business adopts the 1 day-off a week.

4. The business will adopt the no work, no pay policy.

Proper Grooming and Hygiene

1. Employees should practice good personal hygiene and be well-groomed.

2. Finger nails must be trimmed and clean

3. Wear a clean uniform or outfit.

4. Wear clean, approppriate foot wear.

5. Have front facing habits.

6. Restrain your hair

7. Hair should be clean and neatly combed.

8. Make sure that hands are washed regularly.

9. Always wear gloves when handling food items.

Proper handling of customers

1. Customers are always right.

2. All employees must work together to provide good customer service.

3. Please remember to thank your customers.

4. Always ask for customer feedback.

5. Know how to deal with obtrusive customers.

6. Develop a customer-service-oriented workforce.

Proper handling of employees

1. Being a good communicator.

2. Become an active listener.

3. Construct a performance management system.

4. Conduct a performance development meetings.

5. Develop performance-enhancing tactics.

6. Create an Environmental of self Discipline.

7. Skillfully handle disciplinary action.

8. Keep employees motivated.

9. Know when and how to reward employees.

10. Managing your time daily.

11. Manage meetings effectively.

Absences

1. Employees must provide the manager advance notice of any planned absences, along

with a valid reason, at least one week in advance.

2. If an employee skips work without informing the management, his or her salary will

decrease.

Violating above all the policies will be punished accordingly, as follow:

1st Offense - Warning

2nd Offense - Management will talk to the violator

3rd Offense- Contract Termination

Legal Form of Business

The management will apply from the local government unit concerned

pursuant to Executive Order No. 71 and 72 for the approval of plans for coffee

shop establishments of the following

 Obtain business licenses from Alaminos City Municipality government

 Participate in SEC (Security and Exchange Commission) registration

 Participate in Department of Trade and Industry (DTI) registration

 Register with the BIR (Bureau of Internal Revenue)

 The municipality`s additional requirements

Organizational Structure

Organizational structure is a system used to define a hierarchy of manpower within

an organization that identifies their duties and responsibilities in the workplace. The

structure is developed to establish how organization in attaining its goals to allow for

future growth. The structure illustrated using an organizational chart.

Cup Of Life Organizational Chart

MANAGER

CASHIER WAITER BARISTA

PASTRY CHEF

ASSISTANT COOK CASHIER BARISTA

DISHWASHER

Compensation Scheme

Wages and salaries will be computed in accordance to their position, day of work ,

and type of responsibilities they will perform. Employee are to receive a “ minimum

wage” in exchange for the work they complete for the company.

Compensations

Table 1

Position Number of Employees Salary

Manager 1 Php. 500 per day

Cashier 2 Php. 380 per day

Barista 2 Php. 380 per day

Pastry Chef 1 Php. 400 per day

Assistant Cook 1 Php. 380 per day

Dishwasher 1 Php. 350 per day

Employee Uniform

Figure 8
The of the uniform is black and white, black resembles the colour of the coffee beans, and

white means purity or cleanliness. The proposed business will provide quality and

cleanliness . The business logo will be positioned on the left side of the polo shirt.