BEAUTIFUL FLOWERS THAT LIGHT UP YOUR LIFE

1.0 Executive Summary

Flowers are mostly used as gifts to people; it creates a simple smile to anyone who
receives it. Flowers are needed to be taken care of in order to blossom beautifully.
Alexyz's Flower Shop provides that kind of purpose by staying in the business industry
for almost 3 years with its main branch in Quezon City, Philippines and specializes in flower
arrangements for birthdays, debuts, and other occasions. Our shop intends to provide quality
service to customers. The flowers can also be arranged according to the clients chosen
design. We also provide special discounts and offers to loyal customers and more.
Alexyz's Flower shop aims to achieve its goals through creating a good relationship
between our clients and a good place for the business.
Our clients are mostly those who are involved in intimate relationships.
1.1. Objectives
-

To provide a nice arrangements of flowers for any occasions ordered by the clients.
To establish good relationship between our clients.
To ensure the quality of our products.

1.2. Mission
We commit ourselves to:
-

Serve others equally

Exercise proper communication skills
Respect the dignity of each clients
Work for justice and promote honesty at all times

1.3. Keys to Success

-

Introduce the product to the clients through different ways of marketing.

Hiring responsible employees who can respond efficiently to the given task at hand.
Providing products with high quality.
Developing good relationship between employees and employers as well as clients
and agents.
2.0 Company Summary
Alexyz's Flower shop is a sole proprietorship which started in the year 2010, the
shop started as a mini flower shop near the owners house and expanded to a bigger one,
the timeline below shows the shops progress through since it was established.
2.1 Company History
2010 Started as a mini shop near the owners house
2011- Customers grew larger and additional space is needed.
March 2012 A two-story building was constructed at 50 Beverly Hills, Quezon City.
2013 The business continues to provide quality products to customers.
2.2 Company Locations and Facilities
Alexyz's Flower Shop is located at 50 Beverly Hills, Quezon City, Philippines. It is a twostorey building well-planned and designed for the customers. A lobby was made for the
customers to sit and relax while either choosing designs in the brochure or waiting for their
orders. A small office serves to manage marketing functions and sales/order processing. The
second floor was designed to place the refrigerators used for maintaining the freshness of
the flowers.
Designated employees are assigned to handle the distribution. Orders are sent to the
specific person, address and date punctually. Delivery charges are charged to the
customers.
3.0 Products and Services
Alexyz's Flower Shop provides desired flower arrangements and offers great deals for
clients. Our services include:
a.
b.
c.
d.

Discounts
Arrangements
Consultations
Online Shop

Detailed descriptions these points are found in the section below.

3.1 Products and Service Description
Alexyz's Flower Shop provides flowers according to the clients taste and chosen
designs and arrangements. Our flowers are well taken care of with proper ventilation and
medicines needed for it to stay long.
Our services include:

a.
b.
c.
d.

Discounts (for loyal clients and orders exceeding three)

Arrangements (Free during special occasions)
Consultations (Free)
Online Shop (open 24 hours)

3.2 Technology
Technology is, of course, vital to the success of Flower Shop. It is imperative that the
owner stay up-to-date on the latest technological developments in the business industry. In
addition, it is important to know the possible equipment/s that can be used for the business.
3.3 Future Products and Services
Alexyz's Flower Shop plans to venture into lawn and landscaping services to any
establishments as well as provide medicines for plants to avoid pests and any harmful
insects to the flowers.
4.0 Market Analysis Summary
The agricultural goods in the market cost billions due to the basic consumption of any
individual in this country are rice which came from the agriculture. Flower shops belonged to
perfect competition and due to this, great market competition arises and matters of services
are only differentiated for the customers to choose yours instead of the competitors. The
targeted customers are individuals who are involved into intimate relationships.
4.1 Market Segmentation
The market is divided into groups according to the consumers behavior towards the
products. Things to consider are occasions, the benefits consumers get from it, and their
attitude towards the product. The shop belonged to the group of occasions which is also
sub-divided into regular and special.
4.2 Target Market Segment Strategy
Our specific target market is lovable partners and gift-givers. This segment can be
reach through print-ads and radio commercials.
We plan on developing the shop through online marketing.
Surveys show that the average age is 24 years old breaking down to 32% women and
68% men.
4.2.1 Market Needs
We recognize the need for materials for the growing economy.
a.
We promote proper care for plants by providing medicines needed for its survival. A
major corporation is willing to provide a financial assistance for our upcoming lawn and
landscape services.

b.

Soon we shall offer free seminars for proper protection and care for plants.
We have learned the most frequently chosen design by interviewing the clients.

4.2.2 Market
Trends
We will distinguish ourselves by marketing products not available to others. It is
emphasize to sell products with great quality but affordable prices.
Occasions greatly influenced the choice of buyers to buy the products. We have
arrangements for all occasions.
Our marketing is highly directed to individuals involved in intimate relationships because
most of our buyers are men who are involved into that.
There is one more way the flower shop business will grow, and that is through
establishing partnerships with any event organizer where we shall provide the flowers for the
events and arranged it according to the clients choice. This partnership paves a way for the
business to grow and the growth potential for this business is high. The market trends will
continuously increase.
4.2.3 Market Growth
The price of flowers goes high due to the demand especially during special occasions.
The market had a steady growth throughout the country with over 1.4 million in 2000 to over
2.3 million in 2012.
By April, it is estimated to be over 3.2 million. More and more people are discovering
the beauty of the services and quality of our business.
4.3 Main Competitors
Blooms flower shop is forming its own market. While there are a few flower shop that
do make sales and profits, ours is the only one that is truly arranged by best florist in the
country. Our competitors arrangements are only limit and are not practical.
We need the capital to protect our business through providing technology and creating
more effective methods of marketing.
5.0 Strategy and Implementation Summary
Our involvement in flower arrangement goes back from our vocational courses and
experiences in taking care of crops. We have the reputation and skill that has gained respect
from other florist all over country. Close contact with the public paved the way for knowing
the feedback/s from customers and people about our services and ideas and how we
designed for them.
5.1 Value Proposition
At flower shop our emphasis is on quality at a fair price. Our pricing is determined by
the cost of production and customer demand.

5.2 Competitive Edge

Our product is far better than those of our competitors because we provide the best
flowers we have. And what gives our product an edge among its competition is that it is
prepared and arranged by one of the best florist present in the vicinity. Our florists have
studied different styles and techniques on how to provide our customers satisfying outputs
that meets the customers demands.
5.3 Marketing Strategy
The key to our marketing strategy is focusing on the specific occasion whether it is
regular or special. We can cover about 70% of the flower shop market since we provide
more product services and discount to the clients.
We are also in the process of buying medicines and equipment/s we could use for the
shop.
5.4 Pricing Strategy
Alexyz's Flower Shop imposed prices affordable for the customers and other
arrangements are also available that are based on the clients budget line. We base our
arrangements and prices to the customers capacity to buy.
Simple bouquets range from 500-1000 pesos. Big bouquets range from 2000-3000.
Most often the prices vary to the chosen flowers by the clients.
5.5 Promotion Strategy
Our goal is to gain enough visibility to expand our shop to other regions and generate
inquiries from investors. We also plan to promote the shop through commercials in a form of
testimonials.
5.6 Sales Strategy
Our products are sold through our shop located in Quezon City, as well as through
online shopping. We also accept calls for deliveries in any particular places around Metro
Manila. Through these methods we earn a lot of money and increase our sales.
Visibility is also important because with that we can be exposed to the people, we are
also targeting television commercials to advertise our shop.
6.0 Web Plan Summary
Alexyz's Flower Shop sees its website as a dynamic marketing tool for sales and direct
e-mail marketing. The goal will be to create a useful website that will provide information
about new product lines, arrangements and plans for the shop. The website will also
communicate company news to create and maintain positive public relations with the online
community.
6.1 Website Marketing Strategy

A two-way link between our website and our product suppliers is maintained. In addition
to making the site as sales tool, the shop creates news bulletin to coordinate with other sites
and easier access to the clients.
We will also maintain a two-way link between event organizers in order to attract more
customers through our lawn and landscaping services.
6.2 Development Requirements
The websites initial design was made by Ronna C. Aguado, a master in web designing
and Kokiya Marie V. Dapitanon, master in graphics design. They both work together to
create an effective website for the business as well as create a logo to be used by the
business.
7.0 Management Summary
Our group has unique talents and capabilities that complement to each other well and
create an effective business. We also developed partnerships and loyalty which maintains
the confidential points hidden to the public eye.
7.1 Organizational Structure
Alexyz's Flower Shop is organized in three main functional areas: sales, design and
administrative. We all have our assigned jobs but can and will help each other in other areas
whenever necessary.
The owner continues to check the development and plans for the business. She
cooperates on product development and suggestion that would help the business become
better. Flower Shop is expected to have a steady growth in salary as it becomes successful.
7.2 Management Team
Yza M. Masinadiong, owner of the Alexyzs Flower Shop is the soul and the mind of the
business. She is the main source of strength of each employee despite of being tired due to
consecutive orders because she shows that she is worthy to be respected and helps in
making the business grow bigger.
8.0 Appendix
8.1 Weebly

8.2 Blog