TARGET MARKET IDENTIFICATION
1. Broad Segmentation:
* Demographic: * Age: While everyone enjoys treats, your primary buyers might fall within the range of
15-55 years old. This includes teenagers with their own allowances, young adults, working professionals,
and parents. * Income: Consider the average income levels. Our pricing will need to be accessible to a
significant portion of the population. * Family Life Stage: Familjes with children are likely customers for
everyday treats and birthday celebrations. Young singles and couples might purchase for personal
enjoyment or small gatherings. * Education: Education level might not be a primary factor, but it can
sometimes correlate with awareness of different food trends or preferences.
2. Psychographic Segmentation (Lifestyle & Attitudes): *Lifestyle: Busy individuals looking for convenient
and treats. People who enjoy celebrating special occasions (birthdays, holidays, small gatherings). Those
who appreciate homemade or locally sourced goods. *Attitudes Value for money, enjoyment of sweet
treats, interest in supporting local businesses, potentially an appreciation for unique or regional flavors
. 3. Behavioral Segmentation (Buying Habits): * Occasion: Everyday consumption, birthday parties, small
celebrations, gifts, snacks. * Benefits Sought: Taste, convenience, affordability, visual appeal, perhaps a
touch of indulgence. * Usage Rate: Occasional treat buyers to more regular purchasers. * Loyalty Status:
New customers, repeat customers, potential for loyal followers if you build a strong brand and offer
consistent quality. * Where They Buy: Local bakeries, public markets, potentially online if you establish a
presence.
INNOVATION AND ORIGINALITY
Leveraging Local Flavors & Ingredients in Unexpected Ways: Mango Sticky Rice" Mini Cupcakes: Instead
of just mango frosting, infuse the cupcake batter with coconut milk and a hint nint of glutinous rice flou
flour for a chewy texture. Top with a swirl of fresh mango puree nango puree and toasteds toasted
sesame seeds. This takes a beloved Filipino dessert and transforms it into a portable treat. "Durian
Delight" Mini Cheesecakes (for the adventurous): If durian is locally appreciated (and you're brave!),
incorporate a subtle durian purée into a creamy mini cheesecake. Balance the strong flavor with a
graham cracker crust made with local biscuits. This could be a uniqueoffering that caters to a specific
local taste. "Coconut Mini Bites: Imagine a small, crisp pastry shell filled with a "kinilaw" inspired mixture
of finely diced white fish (if locally available and fresh), coconut milk, onions, ginger, and a touch of of
vinegar or calamansi. This blends the fresh flavors of a popular Filipino appetizer into a and avors of a
popular bite-sized pastry. "Tsokolate Tablea" Infused Brownies with Chili Flakes: Elevate the classic
brownie by using high-quality local tablea (unsweetened chocolate), Add a subtle kick of local chili flakes
for a surprising warmth that complements the rich chocolate.
UNIQUE PRESENTATION AND PACKAGING * "Bayanihan Boxes": Offer curated boxes of mini cakes and
pastries featuring a variety of local flavors, presented in packaging made from sustainable, locally
sourced materials like woven pandan leaves or recycled paper with a Filipino design. This promotes a
sense of community and local craftsmanship. * Edible Decorations Inspired by Local Flora & Fauna:
Instead of standard sprinkles, use dehydrated and candied local fruits or flowers (if safe and available) as
elegant decorations. Think tiny candied hibiscus petals or slivers of colorful local fruit. * Storytelling
Packaging: Include a small card with each order that tells the story behind a specific flavor or the local
ingredient used. This adds a personal touch and educates customers about the unique aspects of your
products. Interactive & Experiential Elements: *"Decorate Your Own Mini Cake" Kits: Offer DIY kits with
plain mini cakes, frosting, and a selection of local fruit toppings or edible decorations. This is a fun
activity for families and can be tailored for special occasions.
MACRO SCREENING:
VALUE PROPORTION Target Audience Focus: It clearly addresses "the sweet cravings and celebrations ,
directly targeting the local community. * Product Description; It highlights "freshly baked, irresistibly
delicious mini cakes and pastries, emphasizing quality and taste. *Key Differentiator (Local Flavors): It
specifically mention s "unique flavors of Zamboanga Peninsula like sweet mangoes and rich tables,
leveraging local resources and appealing to regional pride and taste preferences. generic offerings. you
apart from * Usage Occasions; It covers a range of needs: "everyday enjoyment, special family moments,
and local gatherings, indicating versatility and relevance to local life. * Price Point Consideration; The
phrase "prices that bring smiles without breaking the bank acknowledges the potential price sensitivity
of the local market and positions your offerings as affordable indulgence. * Benefit-Oriented Language:
It focuses on the positive outcomes for the customer satisfying cravings, enhancing celebrations, and
offering good value.
BUSINESS MODEL AND REVENUE STREAM
1. Customer Segments Individual Consumers Residents of the community and nearby areas looking for
everyday treats, snacks, or small indulgences. *Families: Purchasing for children's snacks, desserts after
meals, or small family gatherings. *Event Organizers (Small Scale): Individuals or small groups organizing
birthdays, merienda gatherings, or local celebrations needing bite-sized desserts. Local Businesses
(Potential): Small cafes or eateries that might want to offer our mini cakes and pastries to their
customers (wholesale) 2. Value Proposition: (As discussed previously, emphasizing fresh, delicious mini
cakes and pastries with unique local flavors, affordable prices, and suitability for various occasions. 3.
Channels Direct Sales via Social Media. Utilizing Facebook and potentially Instagram to showcase
products, take orders, and communicate with customers Home-Based Sales/Pick-up: Customers can
order online and pick up their orders directly from your home or designated pick up point. *Local
Markets/Fairs: Setting up a stall at local public markets or community events to sell directly to
consumers. Pre-Orders for Special Occasions: Offering the option for customers to pre-order larger
quantities or customized mini cakes and pastries for birthdays, holidays, or other events. *Potential
Partnerships with Local Cafes/Eateries (Future): Supplying our mini cakes and pastries on a wholesale
basis to local establishments. 4. Customer Relationships. *Personalized Interaction: Engaging with
customers on al media, responding to on social media, inquiries promptly, and building a friendly
rapport. *Loyalty Programs (Future): Offering discounts or special offers to repeat customers.
Customization: Accepting requests for minor customizations. Community Engagement: Participating in
local events and potentially collaborating with other local businesses. 5. Revenue Streams: Direct Sales
to Individual Consumers: Revenue generated from selling mini cakes and pastries directly to customers
through social media orders, pick-ups, and market sales. This is your premagal Pre-Orders for Events:
Revenue from larger, pre-booked orders for special occasions, often at a potentially higher price point
per unit due to volume or customization. Market Sales: Income earned from selling our products at local
markets or fairs (could be daily or weekly). Wholesale to Local Businesses (Future): Revenue generated
from selling your mini cakes and pastries in bulk to local cafes or eateries at a discounted wholesale
price This could provide a more stable and predictable income stream as you grow. Potential for Baking
Workshops (Future): If we have the skills and space, we could offer small, paid workshops on how to
bake or decorate mini cakes and pastries to local enthusiasts. *Delivery Fees (If Applicable). If we offer a
delivery service beyond immediate pick-up, we could charge a small delivery fee.6. Key Activities: *
Baking and Production: Sourcing ingredients, preparing batters, baking, and decorating mini cakes and
pastries. * Marketing and Sales: Promoting your products on social media, managing orders, and
engaging with customers. * Packaging and Delivery/Pick-up: Ensuring products are packaged attractively
and delivered or made available for pick-up efficiently. * Inventory Management: Managing ingredient
supplies and ensuring minimal minimal waste. * Customer Service: Handling inquiries, taking orders, and
addressing any customer concerns. 7. Key Resources: * Baking Equipment: Oven, mixer, baking pans,
decorating tools. * Ingredients: Flour, sugar, eggs, butter, flavorings, local fruits, tablea, etc. * Packaging
Materials: Boxes, wrappers, containers. Social Media Presence: Facebook page, potentially Instagram. *
Transportation (if offering delivery or for market sales). * Your Baking Skills and Expertise. 8. Cost
Structure: * Ingredient Costs: The cost of all raw materials used in baking. * Packaging Costs: Expenses
for boxes, wrappers, and other packaging materials. * Marketing Costs: Expenses for social media
advertising (if any), flyers, or market stall fees. * Transportation Costs: Fuel or fares for deliveries or
market trips. * Utilities (if operating outside of a home kitchen with separate billing). * Permits and
Licenses (as required). * Labor Costs (if we hire any help).
MARKETING PLAN
1. Executive Summary: Briefly outline the marketing goals. 2. Target Market * (Reiterate our identified
target market segments in, individuals, families, small event organizers, potentially local businesses). 3.
Marketing Objectives: *Short-Term (within 3-6 months): * Achieve [Number] followers on our primary
social media platform. * Acquire [Number] initial customers. * Generate (Sales Target Amount) in
revenue. * Establish a recognizable brand name and logo within the local community. *Long-Term
(within 1-2 years): * Become the preferred local provider of mini cakes and pastries for small
celebrations. * Achieve a [Percentage]% repeat customer rate. * Explore potential partnerships with
[Number] local businesses. * Increase brand awareness beyond immediate social media followers
through local engagement. 4. Marketing Strategies (The 4 Ps - Product, Price, Place, Promotion): *
Product: * Focus: Highlight the freshness, quality ingredients (mentioning local, sources where
applicable), and unique local flavors of our mini cakes and pastries. * Tactics: * Offer a visually appealing
and diverse menu with both classic favorites and innovative local-inspired options. * Ensure consistent
quality and presentation of all products. * Consider offering seasonal or limited-edition flavors based on
local fruit availability or holidays. Provide options for different serving sizes or package. * Price: * Focus:
Position your prices as competitive and offering good value for the quality and unique flavors,
considering the local economic context. * Tactics: * Research the pricing of similar products offered by
local competitors. * Offer introductory discounts or package deals for first-time customers. * Consider
tiered pricing for different product types or sizes. * Clearly communicate our pricing on our social media
and order forms. * Place (Distribution): * Focus: Utilize accessible and cost-effective channels to reach
our target market in the community.
SCALABILITY & SUSTAINABILITY
SCALABILITY-refers to our business ability to handle increased demand without being hindered in terms
of operations, resources or profitability.
STANDARDIZED RECIPES AND PROCESSES: -Documenting precise recipes and production procedures
ensures that anyone you hire or any additional production units you set up can consistently produce
product at the same quality. This allows for easier training and replication of success.
STRATEGIC EQUIPMENT INVESTMENTS -Gradually investing in larger or more efficient equipment can
increase production capacity without a proportional increase in labor.
PARTNERSHIPS WITH LOCAL SUPPLIERS -Establishing relationships with multiple reliable local suppliers
for key ingredients ensures we can handle larger production volumes without being limited by the
capacity of a single supplier.
EXPLORING ADDITIONAL SALES CHANNELS -Expanding beyond direct social media orders and market
stalls to include supplying local cafes, restaurants, or even exploring online platforms. SUSTAINABILITY
Sustainability focuses on the long term health of our business while considering its impact on the
environment and local community.
SOURCING LOCAL AND SEASONAL INGREDIENTS -(Economic and Environmental) Supporting local
farmers and using seasonal ingredients to produce reduces transportation costs and environmental
impact while ensuring freshness and potentially unique flavors. ECO-FRIENDLY
PACKAGING -Chooding biodegradable, recyclable, or locally sourced packaging materials reduces
environmental footprint.
ENERGY EFFECIENCY -Using energy efficient appliances and optimizing baking schedule can reduce utility
costs and environmental impact.
FINANCIAL PRUDENCE AND REINVESTMENT -Managing finances responsibility, reinvesting profits
strategically for growth and improvements, and avoiding excessive debt ensures the long term financial
health of our business.
FINANCIAL ASSUMPTION SALES AND REVENUE ASSUMPTIONS -AVERAGE SELLING PRICE:Assume an
average selling price per mini cakes and pastries. Will be based on our pricing strategy and the mix of
products we expect to sell. -
SALES VOLUME:Estimate the number of units we expect to sell per day,week, or month through each
sales channel(social media orders, market sales, and potential whole sales). -SALES GROWTH
RATE:Project an estimated growth rate for sales over the first few years. This might be conservative
initially and increase a brand awareness growth.
-SEASONALITY:Consider any potential seasonal fluctuations in demand. COST OF GOODS SOLD
ASSUMPTIONS -RAW MATERIAL COSTS: Estimate the cost of ingredients per unit for avrage product.
This will depend on our recipes and supplier prices.
-PACKAGING COSTS: Estimate the packaging cost per unit. It's crucial to develop a more detailed
financial projection for informed decision making. 1.ESTIMATED STARTUP COSTS (ONE TIME): BAKING
EQUIPMENT : PHP 15,000 INITIAL SUPPLES (Ingredients & Packaging):PHP 4,000 MARKETING AND
PROMOTION :PHP 1,000
PERMITS AND LICENSE (Initial portion): PHP 3,000 (assuming that we pay a portion upfront) TOTAL
ESTIMATED STARTUP COSTS:PHP 23,000 2.ESTIMATED OPERATING COSTS (FIRST MONTH): Based on our
estimated monthly assumptions: -RAW MATERIAL COSTS: Let's assume we sell an average of 25 items
per day for 30 days=750 items. At an estimated cost of PHP 10 per item =PHP 7,500 -PACKAGING
COSTS:750 items at an estimated cost of PHP3 per item=PHP 2,250 -MARKETING & ADVERTISING: PHP
500 -TRANSPORTATION:PHP 300 (if applicable for market/deliveries) -PERMITS AND LICENSES (monthly
portion) PHP 250 (if annual cost is PHP 3,000). -UTILITIES:PHP 500 -TOTAL ESTIMATED OPERATING
COSTS(Fist Month):PHP 11,300 ESTIMATED REVENUE (Fist Month): Assuming we sell 750 items at an
average selling price of PHP 32.50 (mid point of our ASP range). -TOTAL ESTIMATED REVENUE(Forst
Month): 750 items *PHP 32.50 items=PHP 24,375 4. VERY ROUGH ESTIMATED FINANCIAL OUTCOME
(First Month): -Revenue: PHP 24,375 -Operating Costs: PHP,11,300 -Gross profit (before considering
startup cost):PHP 24,375- PHP 11,300-PHP 13,075 In conclusion:Based on this rough estimates, we
might need an initial investment of around PHP 23,000 to start our mini cakes and pastries business.
With estimated first month revenue of PHP 24,375 and operating costs, of PHP 11,300, we could
potentially generate a gross profit of around PHP 13,075.
