Polytechnic University of the Philippines

Senior High School

Science, Technology, Engineering, and Mathematics
Entrepreneurship
Main Campus, Sta. Mesa, Manila

the
vintage

Don Joreck T. Santos

Ariel Rafael M. Fernandez
STEM 12 – 02
 CHAPTER I:
INTRODUCTION

Business Concept and the Business Model

The concept of this restaurant is an old-school and more like vintage themed
restaurant that serves European and American cuisines with a Filipino-style twist. The
Vintage is an American-European inspired restaurant that will be served to fit the
Filipino taste. The restaurant is made to serve high quality but low cost foods. The
restaurant is founded so that many people can afford to buy our products. Unlike any
other European-American inspired restaurants, the vintage menu will only vary from 20
pesos to 200 pesos.

Business Goals: Vision, Mission, Objectives, and Performance Targets

The Vintage’s Mission
The Vintage is a restaurant that aims to serve high quality but low cost Filipino-
styled American and European cuisines to meet the demand of the local area
customers.

The Vintage’s Vision

Our vision is to serve happiness through the ultimate restaurant experience and
high-quality but low-priced foods while working towards what is best for our employees,
community, and environment.

Objectives of The Vintage

The Vintage seeks the ff:
 To promote the power of a Filipino in making their own version of foreign
delicacy
 To sell world-class but low priced foods
 To delight customers with high quality food and services
TheV’s Performance Targets
As a start-up company, new to the industry, and introducing new products, The
Vintage must be focused and work hard to create acceptance for their brand and the
products within the marketplace. The keys to success are:

1. Quality support and service, recognizing that The Vintage's success depends
most critically on the relationships it's able to create.
2. Innovative, quality products that are able to both expand existing markets and
create new ones for customers.
3. Steady, disciplined pattern of growth.
4. TheV's customers and keeping them happy.

Key Result Areas Goals

Business Growth To be able to reach the expected sales volume

To be able to provide customers with service
Customer Satisfaction convenience and high-quality foods in an
affordable price
To be able to double the amount invested in
Sales Potential
the business

Business Offering and Justification

The Vintage (TheV) offers a wide range of American and European cuisines twisted
with Filipino styles on every dish. TheV caters varieties of customers by providing each
customer a high quality and world-class products made to satisfy their cravings from the
smallest detail. The restaurant provides freshly and mouth-wateringly foods at all times
during business operations.

The Vintage is planning on introducing new menu items as time and profitability
consent. Furthermore, as a recognized local high-end and high-quality restaurant, TheV
plans to offer their soon to be published cookbook titled “Filipino Style: American and
European Cuisines”.
 CHAPTER II:
EXECUTIVE SUMMARY

The Vintage is a restaurant located in Tondo, Manila. We are described as a

quick-service and customer-friendly vintage theme of Filipino-styled American and
European cuisine restaurant where our customers can witness their foods being made.
Hence, The Vintage expects to catch the interest of all varieties of customers with their
fully twisted foods and other products.

The Vintage will be true to its vision of being a restaurant with unique features
and old fashioned vibes in order to become the favorite spot of civilians, especially
students. The Vintage also hopes to become a destination for the thousands of tourists,
all kinds of foreigners and of course for the Filipino people.

We, The Vintage and staffs, plan to control our location to our utmost advantage.
Both the students from the nearby school, R. Almario Elementary School, the people
from the harbor, and also the people within the area will give us an edge as a new
business.

By creating such a new niche in the restaurant industry, The Vintage will surely
increases their sales for giving the customers what they really deserve at that moment.
Through the philosophy of “nothing but the best” regarding both the service and product,
The Vintage will showcase itself as an exceptional restaurant. And also, like the other
restaurants, we will gain a competitive advantage in deliveries, take out, and other
services that our company offers.
 CHAPTER III:
THE BUSINESS PROPONENTS: ORGANIZERS WITH THEIR
CAPABILITIES AND CONTRIBUTIONS

“The Vintage” is managed by two fresh graduate entrepreneurs from the

Polytechnic University of the Philippines. The two business founders will contribute the
same amount of capital and will also receive equally divided amount of returns, given
that the business is a partnership. Below are the two enthusiastic and passionate
people that divide the business into four organizations to make their business a
success:

1. Mr. Ariel Rafael M. Fernandez who will lead the financial bankers/mobilizers
for backing up the financial needs of the business. And also will take the
responsibilities of the top management team with the overall status of the
business and the monitoring if the goals of the business are achieved is also
their responsibility.
2. Mr. Don Joreck T. Santos, one of the founders of the “The Vintage”, will
wholeheartedly take the lead for the technology and intellectual capital
holdings which is responsible with everything that matters involving
technology such as promoting through social media, editing posters (if
necessary) and the like. He will also lead the executives which is responsible
for implementing the business concept, ensuring the significance of the
business is attained.
 CHAPTER IV:
THE TARGET CUSTOMERS AND THE MAIN VALUE PROPOSITION
TO THE CUSTOMER

Target Customers
The Vintage is a restaurant that is founded to serve all walks of life. Since the
restaurant is located near an elementary school, a pier and a community, its customers
will be mainly students, commuters and local area residents.

Students will be beneficial with the start-up of the restaurant because of the
foods’ good value offering and pricing. To the commuters, it will become a big help for
them because when the business start its operation, they do not need to find other food
houses far from the pier anymore. To the local residents, broad range of food choices
suitable for variety of ages will most likely be the reason why they will be buying on the
restaurant.

With low cost quality European-American inspired dishes, the company is assured that
the people will be most likely be attracted to patronize the restaurants cuisines.

Main Value Proposition

The Vintage value propositions include: convenient location, comfortable seating and in-
store facility, fast and efficient service, consistent quality menu items, good value
offering and pricing, broad range of food choices suitable for variety of ages and of
course its low cost quality European-American inspired dishes prepared to suit the
Filipino taste buds.

The Vintage is located to a place where almost everyone can access. It is

located beside an elementary school, in front of a harbor terminal station and inside a
big community. Its is located to a corner where vehicle from Zaragosa and Road 10 will
surely pass by.
 The Vintage offers comfortable seating and in-store facility. The Restaurant is
designed to make its customers feel like home. Its goal is to make the customer feel
that coming to The Vintage is like coming home.

The Vintage is dedicated to serve its customers with quality foods, fast and
efficient service. The restaurant made sure that all of its employee undergone rigorous
trainings and is competent enough to attain the needs of its customers.

The Vintage has a low priced broad range of food choices. The restaurant made
sure that its price offering is fair enough so everyone can afford it. Be it students, youth,
couples, mothers, fathers, and even grandparents.

Most of all, The Vintage is confident that Filipinos will definitely love the renewed
taste of European-American Cuisines. The restaurant goal is to serve anyone a quality
but low priced quality dishes.
 CHAPTER V
THE MARKET DEMAND AND SUPPLY, INDUSTRY DYNAMICS,
AND MACRO ENVIRONMENTAL FACTORS

Restaurateurs are often passionate people who pour their love of food into their
business. But passion alone will not build a successful restaurant. Supply and demand
governs all businesses in a market economy, including restaurants. To be successful in
the food business you need to understand how these forces impact you.

Market Demand
The Vintage offers different types of foods that prices vary from 20 pesos, which is
the minimum price, to 200 pesos as the maximum price. It only tells the relationship
between the possible demands of our products according to its price.

Market Analysis
250

200

150
Price

100 Supply

50

0
2 4 6 8 10 12 14 16 18 20

Industry Dynamics
“The Vintage” is a business formed by fresh graduates both of civil engineering. On
the same perspective, the business partners want to establish their restaurant in a
environment where most of the customers are the students in the nearby school and the
civilians from the harbor and those passing through the vicinity
 The advantage of this setting is that the concentration of customers is sky-scraping
since it was mentioned above that the business target customers are students and
passengers. However, given that the population of students is higher than the
passengers and so is the potential market. In addition, there are many possible
suppliers for this kind of business since the materials to use are not rare to find.
On the other hand, the downside that the entrepreneurs see with this setting is that
the maximization of the business is limited. Entrepreneurs might not be able to fully
reach outsiders who might possibly want the products offered by the restaurant.
The indirect competitors as well of the business are the other restaurants, food
houses, and food distributors. The competition is stiff and needs a great deal of
promotional strategies. Certain factors might also affect the overall status of the
business like the Macro Environmental Factors.

Macro Environmental Factors

Social Environment

The Vintage is value-driven, customer-focused, creative and responsible. For the

entrepreneurs, creativity, fun and action are essential. Millennials are into trends
nowadays, and so are the students from the vicinity and also the passengers as well.
Introducing them an old products with a new twist can possibly cause them in realizing
the need for it, the crave for it. That is why with the social environment “The Vintage”
has --- the huge population of students, passengers, civilians, and residents ---
entrepreneurs could see a potential with the business.

Political Environment

A business will not be able to gain success, good reputation and trust if it will not
consider legal and political section as a part of their strategy. However, specifically with
The Vintage’s setting, entrepreneurs need to consider any business permits from the
government.

Economic Environment
 Economic factors includes the economic growth, interest, exchange rates and
inflation rates. The pricing factors the entrepreneurs will do are to give customers a right
and just cost so that everybody can avail or purchase their product in a broad sense.
The current inflation rate in the Philippines, with the continuously increasing prices of
goods, might also be a contributing factor for the pricing of the product.

Ecological Environment

Our business, which is the “The Vintage”, is an environment-friendly restaurant

because we used paper bags and paper containers which can be used as a fertilizer
when thrown in soil. In the ecological factor, there is no need to worry about the product
because it does not affect in a negative way the environment, but does instead
contributes in eliminating things that are meant for disposal.
 CHAPTER VI
THE PRODUCT AND SERVICE OFFERINGS

Our business will mainly retail high-quality, world-class, affordable, and delicious
foods for people who want to satisfy their appetite from cravings. The owners came up
with an idea, because they both love to eat, where they can offer Filipino versions of
many American and European delicacies in a vintage themed setting.
The Vintage offers a menu suitable from breakfast foods to midnight snacks and
also take-out prepared dishes. The menu includes the starters, fries, pasta, burgers,
deserts, and drinks.
The menu will consist of the following:
STARTERS:
 Buffalo Wings (Barbeque or Garlic)
6 pcs. 50.00
10 pcs. 80.00
12 pcs. 100.00
*additional 8.00 for rice per serving
 El Nachos (Barbeque or Cheese)
Regular 35.00
Medium 50.00
Large 75.00
 Salads
Veggie Salad 45.00
Nata de Coco Salad 40.00
Fruit Salad 50.00
Buko Pandan 50.00
Chicken Macaroni 65.00
 Grilled Sandwich (Cheese or Garlic)
4 pcs. 40.00
6 pcs. 55.00
10 pcs. 95.00

FRIES:

 Pizza Fries
Regular 50.00
Medium 70.00
Large 90.00
  Cheesy Porktatoes
Regular 60.00
Medium 80.00
Large 100.00
 Chili Cheese Fries
Regular 40.00
Medium 55.00
Large 70.00

PASTA:

 Filipino Meatballs 85.00

 Creamy Tuna Pesto 95.00

 Sweet-style Spaghetti 80.00
 Palabok 60.00
 Creamy Sopas 40.00
 Adobo Flakes Carbonara 70.00
 Lasagna 70.00

BURGERS:
 Pumpkin Burger
Regular 40.00
Biggie 60.00
w/ TLC 55.00
 Double Cheesy Burger
Regular 45.00
Biggie 65.00
 Chicken Burger
Regular 40.00
Biggie w/ TLC 55.00
 Cheesy Beef Burger
Regular 45.00
Biggie 60.00

DESSERTS:

 Kopi Jelli
Regular 35.00
Medium 45.00
Large 55.00
*additional 5.00 for chocolate syrup
  Buko Shake (Plain, Strawberry, or Mango)
Regular 25.00
Medium 35.00
Large 50.00
 Mais con Hielo
Medium 40.00
Large 60.00
*additional 10.00 for a scoop of any ice cream flavor
 Saging con Hielo
Medium 35.00
Large 50.00
*additional 10.00 for a scoop of any ice cream flavor
 Halo – Halo
Regular 40.00
Special 60.00

DRINKS:

 Sago’t Gulaman
Regular 20.00
Large 35.00
 Ice Blended Lemon Iced Tea
Regular 25.00
Large 40.00
One Pitcher 55.00
 Coffee
Hot Coffee 35.00
Iced Coffee 40.00
Brewed Coffee 45.00
 Lemonade
Honey Lemonade 30.00
Blue/Pink Lemonade 45.00
Honey Lemon w/ Lychee 40.00
Lemonade w/ Yakult 45.00
Lemonade w/ Sprite 40.00
 Soft drinks 30.00
*Sprite, Coke, Mountain Dew, Pepsi, Royal, Sarsi, and Root beer
 CHAPTER VII
THE ENTERPRISE STRATEGY AND ENTERPRISE DELIVERY SYSTEMS:
BUSINESS COMPTITIVENESS

Enterprise Strategy
There is a variety of strategies that can be used to effectively promote a certain
product. This includes personal selling, promotion through social media, and giving
freebies--- which are also the specific strategies the entrepreneurs will use for this
product.

Personal selling and promotion through social media will be done by each
members. This will be a great contributing factor to the awareness and trial purchase
level of the product. For the giving of freebies, the entrepreneurs plan to offer customers
with a free keychain with bible verse and the logo of The Vintage on the two sides ---
that will be a freebie with promoting.

Enterprise Delivery System

Below is the general Enterprise Delivery System of The Vintage:

DESIRED
INPUT THROUGHPUT OUTPUT MARKETING OUTCOMES
Product: - To reach the
Filipino-styled
Financial sales volume
The American and
Resources The processing restaurant European
of the foods will produced cuisines
takes place in different
Money the restaurant’s varieties of
kitchen, American
(capitals and Place: Manila
supervised by and
returns) professional European
chefs. The - Satisfaction of
cuisines
foods will be twisted with Promotion: the customers
Men
served with Filipino Direct Selling
(waiters, unique plating. styles. and Social
Media
janitors, Promotions
 chefs/cook, - Word-of-mouth
and security from the
guard) previous
customers
Machines
Price: will vary
(cooking from 20 to 200
pesos
machines)

Materials
Process: as - High returns
(ingredients in
mentioned in
making the “throughput”
products)

Methods

(depends on People: two

entrepreneurs
what food is
and their
going to be employees
made)

Management
Packaging:
(hands-on depends if the
order is “for
business here” or “for to
founders) go”
 CHAPTER VIII
THE FINANCIAL FORECASTS AND EXPECTED RETURNS,
RISKS, AND CONTINGENCIES

Financial Forecast

The formula for an effective enterprise is a relevant unique selling proposition

and compelling strategies. With this being said, and with the aforementioned plans
regarding the strategies and the features of The Vintage, we are positive that we will be
able to reach the expected returns on sales, investment and equity.

The starting capital of the business is initially Php. 800,000.00--- with members
having an equal contribution of Php. 400,000.00. Below are the estimated financial
outcomes.

4 Sales
Capital
3

0
Oct. 2018 Oct. 2019 Oct. 2020 Oct. 2021
Risks and Contingencies
The Vintage is a business that will be operated by entrepreneur partners, Don Joreck
Santos and Ariel Rafael Fernandez. The setting of the enterprise is located in Tondo, Manila with
a nearby school and harbor in the vicinity, and competitors of the business are least likely the
businesses the same as The Vintage. The risks that we expect here is the stiff competition among
the other food houses, food parks, and restaurants. Given that there would be a wide variety of
options for the customers, it is with no doubt that customers would be quite picky with their
choice of foods. Another risk we expect is the financial risks, we all know that in a business there
will have some struggles while operating a business specially it is a large business of restaurant.
Since finance is never a fixed thing itself, unforeseen financial issues might happen. However,
we will ensure that the business will be handled well, and risks, such as what was mentioned,
will be avoided.
 CHAPTER IX
ENVIRONMENTAL AND REGULATORY COMPLIANCE

Environmental Compliance
Before The Vintage start its operation, it should pass different tests to determine
if it comply to environmental laws that is present in Philippines. It includes the following:

1. The food sanitation or food safety control system

Before the City of Manila issue the food sanitary permit, The Vintage
should pass the qualifications set by the Department of Health (DOH).

2. The clean air act or R.A. no. 8749 of 1999

The Vintage needs to make sure that all machineries filter all harmful
air before excreting it on the environment. With that possibility of having a
permit from DENR is highly possible.

3. The clean water act or R.A. no. 8749 of 1999

Like in the clean air act, the DENR is responsible for monitoring the
water that will be used in any products. The Vintage should make sure that its
water pass the qualification set by the Department of Environment and
Natural Resources.

4. Water system/ Water sewerage system

Before the National Water Regulatory Board issue the necessary
permit to operate, The Vintage must make sure that its water system and its
water sewerage system follows the standard set by the agency. With that the
possibility of permits issuance is highly possible.

5. Hazardous Wastes
To fully comply on the environmental laws, The Vintage should make
sure that its hazardous wastes is properly disposed by hiring a licensed
company to do it.
Regulatory Compliance

The Vintage must complete all the necessary requirements/permits to fully

operate. This includes the following:

1. Barangay Clearance that will be issued by Barangay 20 Captain.

2. Fire safety clearance the will be issued by Bureau of Fire Protection (BFP).
3. Certificate of electrical inspection that will be issued by the Citys Engineering
office.
4. Certificate of occupancy that will be issued by the City of Manila.
5. Department of Trade and Industry certificate to prove the legality of the
partnership.
6. Location clearance that will be issued by the City of Manila.
7. Bureau of Internal Revenue certificate for taxation.
8. Social Security System (SSS) for its employees benefits.
9. PAG-IBIG also for its employees benefits.
10. Securities and Exchange Commission registration for the restaurants legality.
 CHAPTER X
THE CAPITAL STRUCTURE AND FINANCIAL OFFERING: RETURNS AND
BENEFITS TO INVESTOR, FINANCIERS, AND BUSINESS PARTNERS

The finances of The Vintage will be mainly funded by its founders, Mr. Don
Joreck Santos and Mr. Ariel Rafael Fernandez. Each financer will receive 50% of the
total profit. Below are the list of financers/investors and suppliers:
1. Mr. Don Joreck T. Santos, founder/financer
2. Mr. Ariel Rafael M. Fernandez, founder/financer
3. Benito Rice Company, supplier
4. Johnny’s Livestocks and Farm, supplier
5. Coca-Cola Company, supplier
Floorplan and Interior Representation:

ENTRANCE
/EXIT
LOCATION OF THE BUSINESS:

The company, The Vintage, searched for a location wherein they can attract
numerous of people considering the nearby establishments such as the R. Almario
Elementary School and North Port Passenger Terminal Complex.