CHAPTER I

INTRODUCTION

Filipinos are well known food lovers and because of the weather in

our country we like eating cold foods. The all time favorite of many Filipinos is ice

cream. Since childhood, we are fond of eating ice cream and we actually grow up

with it. Ice cream makes every celebration more special and it bonds families and

friends. It may not be a main dish but it is a dessert everyone would love to have.

Ice cream is a frozen dessert usually made from dairy products, such

as milk and cream, and often combined with fruits or other ingredients and

flavors. The Philippine version is sorbetes, some may call it dirty ice cream.

Sorbetes is peddled by sorbeteros using colorfully painted carts having three

flavors inside. It is popular in the Philippines because we can see it going in every

street.

Seeing how Filipinos love sorbetes or ice cream on cart, our feasibility

study will be concerning to this. Instead of selling the usual ice cream in a cart,

we have adopted a different way of serving it by putting it in a van which we

adopted from the other country; and instead of selling a usual ice cream with

flavors, we’ve come up with a fruit flavored dipping and real fruit toppings such

as banana, mango, strawberry and more which will be dipped or coated in a

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vanilla ice cream. We will also be having additional toppings such us brownies,

oreo, hersheys, cereal and more. It will make the ordinary or plain ice cream

more fun to eat and more delicious. It would be known as Dip ‘n Top.

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Vision

We are striving to be the leader in providing the most delicious ice

cream in terms of providing different dipping and ice cream toppings in the

country and to be the company that will provide them the most accessible stores

by reaching them to their location.

We are improving the usual type of ice cream to satisfy our customers

with great taste, best quality of service and convenience.

To our Customers

To provide them with quality service, convenience and mouth-watering

ice cream that will best suit their taste preference.

To our Employees

We will value the importance of our employees as an agent that will

impart to the attainment of goals for the company;

We will provide them with immediate support for their needs, humane

treatment, fare wages, incentives, and give them opportunities to their respective

career and life advancement.

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To our Country

We shall uphold the laws governing the state.

We shall not commit any acts or omission that would violate existing

promulgated laws, especially jeopardize the safety and health of our customers.

We shall constantly feel honor-bound to serve the country and look

after its economic welfare by being one of its partakers in the aid of its growth.

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Mission

“In Fruitee Dip ‘n Top Ice Cream, we believe that Customer

satisfaction is our top priority. We are here to provide our customers the best ice

cream that will best suit their taste preference.

We make sure to give them a healthy and delicious ice cream. In

addition, we are to provide a new taste of delight to ice cream that is accessible to

those who are about to be served in our chosen location.

Our company will continuously innovate and improve the ice cream

that will satisfy the Filipino’s ice cream cravings.”

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PROJECT
SUMMARY

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NAME OF THE ENTERPRISE

As for the product name, we decided that our product identity will

come from our special offer by which our business was distinctive to the others;

like different fruity dipping and toppings, fresh chopped fruits and special add-

ons. We have applied the name in the SEC (Securities and Exchange

Commission) and it was found that it was not yet used by any other business

entity yet.

BUSINESS NAME: Fruitee Dip n’ Top Ice cream Ltd. Partnership

PRODUCT NAME: Fruitee Dip n’ Top Ice Cream

PRODUCT LINE: Fruitee Dip n’ Top: Ice Cream on d’ Go!

As to the tagline that we came up with, it really defines that our

business offered fruity dipping/coatings, sliced fruit toppings and special add-

ons, and for the service, we are roaming at the Seaside Blvd. of SM Mall of Asia to

attract customers. Not just your ordinary ice cream dipping and toppings that

you already seen and tasted, this is something flavorful fruity dipping that coated

the vanilla ice cream and topped by fresh chopped fruits together with special

add-ons that readily to pile on. We are the one who will reach your place to feel

that our customers are special to us and to feel that fruity ice cream van is

available to them every time they want to eat and for the convenience on the part

of the customer.

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LOCATION

The location of our business is in the Seaside Blvd. of SM Mall of

Asia, Pasay City because we found an opportunity in the place for our business in

such a way that this place is one of the most visited Malls here in the Philippines.

It also served as a tourist spot in terms of the mall’s structure and size, the park,

rides and recreational activities outside the mall, and the view at the seaside.

Another is the future plan for Pasay to become an “Entertainment City” whereby

we will have the opportunity to increase the number of our prospective

customers. Given all of these factors as well as the fact that the product we are

intend to offer is an example of impulse goods and marketed to have an impulse

buying behavior, we are assured that our chosen location will give us the

advantage to attract and gain more customers which will give us success.

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BRIEF DESCRIPTION OF THE PROJECT

The Fruitee Dip ‘n Top Ice Cream is our new business idea regarding

our newly developed concept of innovating one of our favorite desserts, the ice

cream. Putting all our efforts in rigorous and simultaneous planning, we came up

with the concept of improving how ice cream should look like; having a new taste

variety which will leave our customers tempted and offering services that will

make the purchase easy for our beloved customers.

As we all know, ice cream is a frozen dessert usually made

from dairy products, such as milk and cream, and often combined with fruits or

other ingredients and flavors but what if we add new toppings and dipping and

also if our store is in a vehicle which can travel anytime, that’s our new concept is

all about.

In this particular business, we will use real fruit toppings and fruit

dipping to provide extraordinary satisfaction to our customers. We have chosen

the following fruits to be used – strawberry, mango, banana, cherry, melon,

watermelon, and avocado, etc.. We will also use add-ons so that we can create

more variety of taste. Here are the following add-ons – nuts, oreo, hersheys,

marsh mallow, crushed graham, caramel, blueberry, cornflakes and brownies.

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 As to the kind of service that we will provide, we have decided that

we will use a vehicle to be used as our store. It will make the availability of our

store more convenient to our customers.

PROJECT’S LONG-RANGE OBJECTIVES

In the near future, Fruitee Dip n’ Top Ice Cream will be increasing

the number of vehicles that will be use so that we can also increase the location

such as whole Metro Manila, most popular landmarks in the Philippines like

Luneta Park, Enchanted Kingdom, Intramuros, and Quezon City Circle, and other

provinces where we will provide our services. We are planning to go to different

schools, colleges, and universities in Metro Manila to penetrate and to inform our

target market regarding on our business.

Also we will make our business available for reservations in certain

events like birthdays, debut, graduations and related events if we accomplish to

have enough ice cream vans.

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HISTORY

We used the SCAM guide to brainstorm and finalize ideas.

S- SUBTRACT, SATISFY, SIMPLIFY

When all the groups were formally assigned to think of a product

concept, our group decided to have a brainstorming session. First, we came up to

the idea of a restaurant which cater foods from different regions suggested by

Kevin and named it “Cusina Filipino”. But unfortunately it was dismissed

because our adviser for feasibility study only allows one restaurant concept for all

the groups. Then, we realized, it was hard to produce. After which, our leader

appointed us to make our individual proposals. Each of us suggested a product

concept: Piso net by Abad, Customized boots by Christine, House of

Fashion by Carmella, Vendo machine by Adrian, Ice cream van and

flavored taho by Eileen, and Fruity ice cream by Jeff. Then the group

decided to have a focus group discussion and SUBTRACTED those concepts by

realizing its feasibility. We tried to SATISFY each member by defending our own

concept until we chose and combined the proposals of the two members and

SIMPLIFIED it into fruity ice cream on the go (Ice cream Van), concept which

we thought of not yet existing in our country.

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C- CHANGE, COLLABORATE, CONSOLIDATE

Every idea within the concept was a constant CHANGE. We looked

for the possible weaknesses in our product. We decided to COLLABORATE as

a group though the differences of our ideas were between north and south. We

CONSOLIDATED for smooth sail in working and pushes the concept.

A - ADD, ADOPT, ADAPT

The concept of Ice cream Van was ADOPTed from the United

States. We decided to ADAPT its feature of decorated and carry images of ice

cream. We decided to make our vehicle a “customized van”. The business sells ice

cream with ADDitional variety of fruits as toppings/dippings and would better

locate the said business along the seaside of MOA.

M- MAGNIFY. MODIFY

We MAGNIFY our store name through marketing research. ,

MODIFY our final conclusion from the results and finally arrived at Fruitee

Dip ‘n Top: Ice Cream on the go! as our product name.

There might be chances of questioning the sustainability of the

concept, but we guess that all the members have their individual special

potentials which will contribute to the success of our business feasibility study.

We are certain that we could make it through it all with the Lord and as long as

we are positive enough in believing the success of our study. We will then hold

the saying, “Nothing is impossible if it’s feasible!” and vice versa.

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PROJECT TIME TABLE

We have projected the schedule of activities that it would take for

the business to come into existence and be fully operational. These are as follows:

June to September 2012 will be the feasibility study, as to determine

all the pertinent facts needed, identify the factors that will be effective with

the performance of the to-be launched business, possible machineries,

equipments and supplies that are needed in the business, pricing strategy

to our product, possible costs that are needed to operate our business,

required documents that are needed to operate our business, addressing

all the possible threats and weaknesses, realizing the strengths or

uniqueness and opportunities of our business, forecasting, analyzing every

aspect to ensure the viability of the desired enterprise that is planned to

put up;

October 2012 will be devolved in activities such as settling of the

contributions of the proprietors, and negotiating with Mall of Asia

Management to operate our moving business at the Seaside, Mall of Asia.

3rd to 4th week of October we are starting to customize our Ice Cream Van

together the machineries and equipments that are needed to operate and

to produce finish products and purchasing all needed materials in our

business.

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November 2012, continuing the customizing of Ice Cream Van until 2 nd

week of November and application and processing of the required business

documents such as its registration of our business and permits that is

needed to operate the business. For 3 rd to 4th week of November we are

starting to position those owners of this business regarding their work task

and identify their work duties and responsibilities in our business

operation.

December 2012, After the involved owners are position in the business

and identify their work duties and responsibilities, they will be undergoing

trainings to understand their work task and duties during the business

operation.

January to February 2013, during this month we are starting to

prepare all needed materials in advertising programs and promotion of the

product to create awareness to the public for upcoming launching of the

business.

March 01, 2013, the Ice Cream Van will roam in Mall of Asia to promote

the business before opening and launching of business.

March 02 2013, the launching day of Fruitee Dip ‘n Top: Ice Cream.

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NATURE OF THE INDUSTRY

Our company is classified under food truck industry. We recognize

the fact that our product concept, ice cream with fresh real fruit dipping and

topping, and special add-ons. Since the kind of product we are trying to market

has already been in the market, we are trying to be unique to others by means of

offering a fruit flavored dipping and toppings or additional fresh chopped fruits

that has never been offered by other co-competitors, special add-ons and most

especially our concept of having a mobile store for our ice cream which is quite

existing here in the local market. We take confidence that with the right choice of

business, we could penetrate the market and it would gain favorable acceptance

with the consumers. If our co-competitors have done it so in the past, we believe

that we can do it so with the launching of our product and be able to get

customers that would patronize and enjoy eating ice cream. Aside from offering

our product, we are the one who would go to your places to feel that they are

special to us and to feel the fruity ice cream is available to them, every time they

want to eat ice cream. This is through our chosen store location, at the seaside of

SM Mall of Asia.

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BUSINESS SECRET

The secret of our business is the concept of real fruit toppings and

dipping. With this concept we can offer our customers a very satisfying product

that will answer their taste preference and cravings. Our goal is to introduce a

new concept of selling ice cream through mobile store. In order to attain success

for our business, we will be guided with the following ideologies that will make

sure we are on the right track in the industry we are in;

Think success,

Be passionate with what you do,

Focus on your strength,

Never consider the possibility of failure,

Plan accordingly,

Work Hard,

Constantly look for ways to network,

Willingness to learn, and

Preserve, have Faith and Discipline Yourself.

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MODE OF FINANCING

Ice cream van project is a partnership business. The model of

financing of this project is by shared capital of the individuals behind this project.

These individuals who invest in the project thought that they will get high returns

for their investments. The shares of these people will come from their own

savings and this business is their primary investment. The rate of dividend of

these shares depends on the profits available and discretion of directors. Hence,

there is no fixed burden on the partnership. Each share carries one vote. The

liability of shareholders is limited to the face value of shares, and they are also

easily transferable.

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COST OF INVESTMENT

The investment cost of the ice cream van project was from the costs

or expenses in the implementation of this project such as the customized van,

machineries and equipments, raw materials and other resources needed in the

implementation. The salaries of the employees, rent, facilities and maintenance

expenses and other expenses are also included in investment cost of this project.

The estimated cost of investment is P5,500,000.00 and will be

highly discussed in the financial aspect of this project.

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 SUMMARY OF FINDINGS AND CONCLUSIONS

MARKET FEASIBILITY

In this part of feasibility, our main concern is to know the current

market situation of Ice cream in order to know if there is a demand and profit for

this business, potential buyers and sources of income, include the possible

customers that we can gain on the said location and to know the purchasing

power of people who go at the Seaside, Mall of Asia, anticipated future market,

future plan for Pasay City as an Entertainment City and give us opportunity to

increase our potential buyers as well as increasing our sales.

This would also provide the historical values of our product relative

to the demand and supply analysis of ice cream in the Philippines particularly the

soft-served ice cream. This would also show the demand and supply gap analysis

which will determine the success of our business because this would give as the

fact that there is a need for our product in the chosen place (Seaside of SM Mall

of Asia).

This would also show the result of our marketing research through

the use of survey questionnaire, price strategy, as well as the SWOT analysis for

our business, the name of the product, description of our product, the properties

of the product, uses of the product, the major users of the product or the target

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market as well as the geographical areas of dispersion of the product or simply

the placement where the product will be made available.

This would also have the detailed information of our marketing

programs for (5) years. For the first year, we have the launching of our product,

the price deal, key chain freebies, and the introduction of “Ice buko float”. For

second year, we will be having a marketing program entitled “Icy Glimpse”. For

the third year, “University Roadtrip”. For the fourth year we will have “A

Roadtrip to a particular Popular Landmarks”. Lastly, for the fifth year we will

have “A Party Reservation and Franchising of our Fruity Dip ‘N Top Ice Cream on

the G0”.

MANAGEMENT FEASIBILITY

In this part of feasibility, our main concern is developing a strong

framework of governing body that would administer the overall operation of the

business. In this aspect, we have to decide on what form of organization the

business would have, the corresponding organizational chart that the

organization would follow the positions of the employees, their job descriptions

and specifications, and their respective duties and responsibilities.

Furthermore, we have to develop a project time schedule that would

serve as a guide to what would be the itineraries that must be met in a particular

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span of time - from the project conceptualization up to the first day of actual

operation unto its continuing cycle of operations. In addition to the mentioned

pertinent information, we must also draw out a corporate policy that would

dictate the norms of the organization, the recruitment process, the employee

schedule, the compensation and salary schedule, employee benefits and

packages, and the product offered by the competitors.

Our form of organization is limited partnership. The organizational

chart style is the line type, and there are three positions in the company: one (1)

operation manager, one (1) supervisor, two (2) supply negotiators and four (4)

store attendant/crew. We have employed Gantt chart as our type of project

scheduled, have enumerated several sections of corporate policies and numerous

provision for disciplinary sanctions.

We have also designed our own recruitment process, have plotted

the employee’s schedule wherein there would be no day-offs during weekends

which is considered the peak period. We also came up with the corresponding

salary/compensation schedule and the benefits and packages entitled to them.

Also, we have identified and classified the competitors within the

area of our location, their proximity from our actual site, and the products they

are offering.

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TECHNICAL FEASIBILITY

This aspect assesses the detailed physical, mechanical and chemical

properties of the product; it includes the processes in producing the product and

how it will be delivered and the timeframe of each process in producing the

product.

Physical Property

This will include the detailed illustration of our location, the layout of

the mobile store, the machineries, equipments and supplies we will be using, the

raw materials we will need, the manpower, and it will also include our suppliers

to where we will outsource the raw materials.

Mechanical Property

This will include the detailed materials or medium we will be using

to facilitate our equipments and where we will be getting it.

Chemical Property

This will include the detailed ingredients of our product and the

nutritional contents or benefits of each.

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FINANCIAL FEASIBILITY

Before we proceed to our study, we need to determine if our

business can sustain the profitability and the status of our business in the market.

In other words, we need to focus on the major assumptions of the business,

accounting policies, financial statement such as the income statement, cash

flows, balance sheet in supporting the schedule to the financial statement that

serves as a reference in case we encounter a problem in our business.

In addition, this will be determine if our business will survive or not

in the market. We shall test it according to the flow of expenses, dept service,

financial status, break even volume analysis and its capital investment of the

business that we were conducting to know if the business will succeed in the

future.

MACROENVIRONMENT FEASIBILITY

This part of the study will identify a number of economic benefits

and opportunities that the business could bring to the community that supports

long term sustainability in terms of economic growth and social well being.

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