Introduction

The name of the business that we are proposing is Pinoy Strret Food, an eat all
you can buffet restaurant. It is an upgraded Pinoy style of “tusok tusok” that is located in
Jose Corazon de Jesus, Poblacion, Santa Maria, Bulacan and our main office placed at
Block 1, Lot 101, Las Palmas Subdivision, Caypombo, Santa Maria, Bulacan. It is owned
by Ednowie Santos, Kristine Joy Cabrera, Angela Cristobal, Jamille Dela Cruz, Patricia
Vianca Domingo, Jan Audrey Maranan, Dannah Victoria Mendoza and Krisxan Rosal.
Actually, an Eat-all-you-can buffet restaurant has been popular especially for
millennials and also for families. It is a restaurant that consists of several dishes which
customers serve themselves.
Many Filipinos love a restaurant where they can cook in their table and then
eat it after. That’s why they are fond to go or to eat in a Korean restaurant. So, we think
of a business that has the same concept but very Pinoy in style and we decided why
not Filipino street foods? Where all our well-known street foods will be served unlimited
and you can have it for only P199.00.
The place, it creates a welcoming and relaxing atmosphere and a very
picturesque and instagrammable decor. Stressed? Don’t worry because in our
restaurant, we offer a good quality background music that everyone will enjoy. So what
makes our restaurant different from others? We have here, what we called “videoke-
ing room”. Wherein you can rent a room and party with your families and friends
without disturbing your enjoyment.
Pinoy Street Food is a restaurant managed by five members. These members
will provide funding from their own savings, which will cover start-up expenses and
provide a financial cushion for the first month of operation. Probably, 80% from the
members and 20% for our future investors. The capital needed for this business is
₱25,000,000.

1
Executive Summary

Vision

To be well-known around Central Luzon and to have five Pinoy Street Food
Restaurant branches in Bulacan.

Mission

To introduce, encourage and promote Filipino Street food that provides an

excellent service and unique eating experience that will generate sufficient profits in
order to improve the lives of its employees and stockholders.

Objectives

 To gain sufficient financial profit for its owners and investors.

 To have restaurant in every city of Bulacan.
 To provide an excellent service and being the best lodging and food restaurant
for the customers.
 To be a happy place to work in and to give our employees a satisfying salary.

2
Business Model

Key Partners Key Activities Value Proposition Customer Customer

Relationships Segments

 Distributors  Marketing  Social  Students

of the medias
product  Cooking  Workers
 Brochure
 Suppliers
 Millennials

Key Resources Channels

 Secret  Manual
recipe for distributions
the sauce

 Ingredients

Cost Structure Revenue Streams

 Electricity  Students

 Everyday expenses for product  Workers

3
Macro Environmental Sources of Opportunities
1. POLITICAL ASSESSMENT
No persons or entity shall operate a food establishment for public patronage
without securing a permit from the local health office. The term "Food establishments"
means an establishment where food or drinks are processed, stored, sold or served.
Street foods also have advantages, we usually associate street food with fast
food, but, in this case, nothing could be more untrue. They're really elaborated plates
with a strong preparation process behind them.
Whereas, Section 15 of Republic Act No. 10611, otherwise known as the "Food
Safety Act of 2013", mandates, among others, Local Government Unit (LGUs) to
implement food safety measures in all food business which in this ordinance, the selling
of street foods1.
Discussions focused upon food security and nutrition go back to the first half of
the 20th century, gaining prominence on the world stage with the creation, in 1963, of
the Codex Alimentarius by the Food and Agriculture Organization (FAO) and World
Health Organization (WHO). The Codex Alimentarius is considered a central tool
grounded on scientific principles and guidelines governing various questions
concerning food. The Codex Alimentarius has as its main objectives to protect
consumer health by ensuring food security, promotion of a healthy food and reducing
the risk of chronic non-communicable diseases, and to ensure adequate practices in
food preparation through the development of food standards, guidelines, codes of
conduct and other recommendations.
The standards and guidelines set by Codex Alimentarius are relevant in the
contemporary world scene, for example, in food hygiene and contaminants. However,
there is a lack of norms and specific patterns for regional foods and preparations,
including street foods. Although it is understandable that this central question arises due
to the logistical challenges of assessing moving targets, such as, mobile food vendors,
the failure in establishing standards and guidelines set by Codex Alimentarius
contributes to the manifestations of foodborne diseases, chronic non-communicable
diseases, and diseases associated with physical, chemical and other agents.
Knowledge and understanding concerning the nutritional issues related to street foods
are fundamental to their regulation.
Before conducting the business, they said Food establishment must have
permission from the administrator. In Bulacan, the Mayor's Permit and Licensing
Information System (MPLIS) was developed in order to promote and standardized the
use of computer application in securing and processing business permits and licenses
which contains: business information registry, assessment of fees and collection of fees.

1
https://www.google.com/url?sa=t&source=web&rct=j&url=https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3437
977/&ved=2ahUKEwjImdD5nqvcAhWNTX0KHRi6DEgQFjADegQIChAB&usg=AOvVaw0A364I1bKJ8rmz57jNIpMc

4
Having a license and permit is mandatory before legally operating the business. Once it
is approved the business can start as soon as possible2.
2. ECONOMICAL ASSESSMENT
Economic analysis provides insight into how markets operate, and offers
methods for attempting to predict future market behavior in response to events, trends,
and cycles. Economic analysis is also used by governments to determine tax rates and
evaluate the financial health of the nation or state.
A. Labor Force
The labor force is the number of people who are employed plus the unemployed who
are looking for work. The labor pool does not include the jobless who aren't looking for
work. According to labor of force survey 2017, the employment rate in April 2018 was
estimated at 94.5 percent. In April employment rate was 94.3 percent. The
unemployment rates in April 2018 were estimated at 5.5 percent. The unemployment
rate in April 2017 was 5.7 percent. One of the most business needs is employee.
Employability is a product consisting of skills such as soft, hard, technical, transferable
ect. This affects the employability applies to almost everyone who is part of labor
force,as the ability to obtain, maintain and switch employment over time is imperative
to anyone’s survival as well as success in life ,thus one has to be able to possess a set of
skill that are usable in the labor market. Meaning if the employment rate goes down it is
a big threat for the industry, but if the unemployment goes down which means zero
rate it is an opportunity for the industry. So without labor force there's no industry in the
country.

Philippines April 2018 April 2017

Employment Rate (%) 94.5 94.3

Unemployment Rate (%) 5.5 5.7

B. Purchasing Power of Filipino

The economy recorded another period of robust, albeit moderating, growth in
the last quarter of 2017, supported by strong private and government consumption, as
well as strengthening external demand. Annual GDP growth decelerated from 7.0% in
Q3 to 6.6% in Q4, matching Focus Economics panellists’ forecast and bringing growth
for 2017 as a whole to 6.7%. In quarter-on-quarter seasonally-adjusted terms, the
economy grew 1.5% in Q4, coming in slightly below the prior quarter’s 1.7% expansion.
Meanwhile, the external sector’s contribution to growth swung from positive to negative
in Q4, as import growth accelerated on the back of stronger domestic demand.
Imports grew a robust 17.5% in Q4, up from the 15.8% increase in Q3. Growth in exports
of goods and services also accelerated, from Q3’s 17.7% to 18.6% in Q4, benefiting from

2
https://www.google.com/url?sa=t&source=web&rct=j&url=http://www.spgensantos.ph/wp-
content/uploads/2017/02/PO17180082.pdf&ved=2ahUKEwi-
_sS1nqvcAhXJZCsKHewXCPMQFjAFegQIAxAB&usg=AOvVaw07cknW6F_7qrfmQIT2M84z

5
strong overseas orders of electronic products. Against this backdrop, Focus Economics
Consensus Forecast panellists expect the economy to expand 6.6% in 2018, which is up
0.1 points from last month’s estimate. For 2019, they expect economic growth of 6.5%.
This is a threat for an industry because the GDP going lower and lower. It means the
industry needs to get the needs of the consumer in order that prediction will not
happen and here's the table for average expenses of the Filipino.

Consumption (annual variation in %)

8
7
6
5
4
6.3 7.1
3 5.6 5.6 5.9
2
1
0
2013 2014 2015 2016 2017

2013 2014 2015 2016 2017

C. Income and expenditure

According to the results of the recent annual Consumer Financial Survey (CFS) of
the Banko Sentral ng Pilipinas (BSP), the Philippines remain a consumer-spending driven
economy. Consumer spending is what households buy to fulfil everyday needs. This
private consumption includes both goods and services. In a way, the Filipino themselves
help pop up their nation’s economy through their ways of spending one of the example
is buying our own products and support it for us to grow our society and etc. That simply
means, each spoonful serving of food, bottle of beer consumed, and every tick of a
taxi meter ran goes a long way to boost the economy. The survey reported that the
average income of a common Filipino family stood at PHP 20,000.00 and, salaries and
wages are the main sources of household income. Below is the typical Filipino family’s
surveyed distribution of budget expenditures from a PHP 20,000-average monthly
income.
Economists study consumer spending to project trends and see how consumers
affect the national and world economies. Consumers divide income between
consumption and savings, and even if the household income goes to zero,
consumption doesn’t. Meaning the higher salaries of the consumer the higher chance
to have higher profit. The more that the consumer sold the product it more have a
tendency that the average food consumption rate get higher than any consumption.
Filipino family’s surveyed distribution of budget expenditures from a PHP 20,000-average
monthly income.
Economists study consumer spending to project trends and see how consumers
affect the national and world economies. Consumers divide income between
consumption and savings, and even if the household income goes to zero,

6
consumption doesn’t. It means if the customer didn’t have the power to purchase your
business will gain or low profit. Now if everyone has a power to purchase to business
your product you will gain a higher profit.

Food & Beverages (P 7,000)

6% 5% 5%
6% Children's Education (P 2,200)
8% Transportation ( P 2,000)

House & Utilities (P2,100)

10.50% 38.50%
Health/Medical Services (P
1,600)
10% Bank Savings ( P 1,200)
11%

3. SOCIO-CULTURAL ASSESSMENT
Bulacan prides itself on its rich history. The province figures prominently in
Philippine history. Many national heroes and political figures were born in Bulacan.
Today, Bulacan is among the most progressive provinces in the Philippines. Its people
the Bulaquenos (or Bulakenyo in Filipino) are regarded as highly educated, enterprising,
and industrious. Santa Maria has a land area of 9,092 has. It is situated in the Eastern
part of the province. According to 2010 census, it has a population of 218,351
inhabitants in 48,946 households, or 7.5% of the total population of Bulacan. It consists of
twenty-four (24) barangays3.
Millennials love to snack. In fact, many millennial sees snacking as a necessity
and snack food make up the dominant meal of the day for many of this generation. At
the same time, millennial are a well-travelled group, compared to the generations that
came before them. Many millennial consumers are looking exotic foreign experiences.
It is no wonder that food and beverage businesses across the globe are scrambling to
cater to this target market. Like most consumes, millennial want to get the most out of
life, whether it is caring for the family, building a successful career or aiming for personal
achievement – like climbing a mountain or running a marathon. Modern day life for
millennial is often fast paced and many naturally turn to snacking to keep their energy
level up throughout the day.
Education
The education level of an individual in your society affects the interests and
sophistication of your consumers. People also become better informed about nutrition
and food choices through government programs, reading magazines, watching
various television shows, food store hand- outs and fast food brochures. In the most
recent decades, some consumers have grown more and more health conscious.
People around us, specifically the young adults, are trying to stay in good shape which

3
www.bulacan.gov.ph/generalinfo/index.php

7
makes them avoid all kinds of unhealthy food. For example, in a community in which a
high percentage of potential customers have some form of post-secondary education,
as a small-business you might use more details and explanations while advertising and
promoting your products. It will help you with your choice of business, your advertising
and your marketing approach. Therefore, the marketing development, product pricing
and promotion activities should take into account the level of consumer’s education
and adopt different strategies. Also, your marketing message should use language that
appeals to the educational values of your target audience4.
Reference Group and Family
Because people are social beings, each person has people around him who
heavily influence his decisions in some way. Reference groups comprise people with
whom individuals compare themselves. Family members, relatives, neighbors, friends,
co-workers and seniors at workplace can form reference groups. Family is a specific
reference group and can play the most important role in influencing the buying
decisions of the individuals. Suppose, if a child is habitual to eat street foods and if his
parent advises him that this is harmful to his health after his guidance, child can avoid
eating street foods considering that parents have the job of choosing what kids eat
and shaping their eating habits. While in some kind of families, as long as you still live
under the roof of you parents, they may continue to take decisions for you and this
might affect the sales of street food. It is the culture and society in which a person lives
that defines their eating behaviors by mirroring the actions and food choices the
people around them follow. Being aware of and finding the major reference groups,
persons or family structures in a community and building marketing on them can help
small business achieve success.
These following factors can affect every individual’s attitudes, opinions and
interests. It might also affect your business by having different culture and traditions,
lifestyle and social interaction. For instance, if you are in the business food and there is a
trend happening to move for healthy foods while you have a fast food restaurant, this
will obviously affect your business negatively. Fast food industry has faced heavy
criticism for targeting young children. The attack on unhealthy food led to people
adopting low calorie foods. So, it can impact sales of particular business and revenues
earned. It might lose your market share, demand for products and services will fail. So, if
you don’t carry out your business well, you might likely plant a fantastic business with a
great potential in a wrong environment and that can resort to struggle5.
Changing Preferences
Social influence is the change in behavior that one person causes in another,
intentionally or unintentionally, as a result of the way the changed person perceives
themselves in relationship to the influencer, other people and society in general.
Three areas of social influence are conformity, compliance and obedience.
Conformity is changing how you behave to be more like others. This plays to
belonging and esteem needs as we seek the approval and friendship of others.

4
https://www.profitableventure.com
5
https://www.profitableventure.com

8
Conformity can run very deep, as we will even change our beliefs and values to be like
those of our peers and admired superiors.
Compliance is where a person does something that they are asked to do by
another. They may choose to comply or not to comply, although the thoughts of social
reward and punishment may lead them to compliance when they really do not want
to comply.
Obedience is different from compliance in that it is obeying an order from
someone that you accept as an authority figure. In compliance, you have some
choice. In obedience, you believe that you do not have a choice. Many military
officers and commercial managers are interested only in obedience6.
Religion
It also affects the business socially. Because there are a lot of religions that has
different principles, rules and regulations in which the sacrifice to use some products
and to eat some food. So, businessman must analyse carefully the targeted audience
and after analysing their religious thoughts, businessman should think of a strategy7.
4. TECHNOLOGICAL ASSESSMENT
Forging a competitive advantage is a continuous and a renewable process, and
one method of building such an advantage is through technology assessment. The
term technology assessment may sound sexy, but it is simply a way to identify strategic
and technological trends in the competitive landscape. It is a strategy that the
manufacturers can use actively, a key element in identifying a company’s value to its
customers on how to meet their needs in its target market.
Since Filipinos spend more time on social media that anyone else’s in this world
according to a global study8, we see this as a strength as an entrepreneur because
indeed, technology seems to move at the same pace no matter the industry. That’s
why it is much easier and convenient for us entrepreneurs to pursue our business
through social media or website. Thus, the only conflict that we will see is, if our
competitors are much more advance than us in technology than us. That’s why we
should be aware of the changes in technology for us to advance our business than the
others.
5. ECOLOGICAL ASSESSMENT
Ecological factors9 influencing business are connected to actions and processes
necessary to protect natural environment and in the same time maintain or increase
efficiency of the corporation. Ecology often take form of so called corporate
environmentalism, i.e. all actions promoting sustainability, gaining consumer
appreciation of eco-friendly products and services, creating image of responsible
corporation. There are several ecological factors influencing management decision,
business and environment goals.

6
http://changingminds.org/explanations/theories/social_influence.htm
7
https://www.slideshare.net/mobile/GauravPatel4/social-cultural-environment-ppt-13689350
8
http://news.abs-cbn.com/business/01/25/17/filipinos-lead-the-world-in-social-media-use-survey
9
content://com.sec.android.app.sbrowser/readinglist/0717000709.mhtml

9
 There is a two way relationship between food production and air pollution: food
production contributes significantly to air pollution; in turn, air pollution can impact food
production. Agriculture is the single largest contributor of ammonia pollution as well as
emitting other nitrogen compounds. This affects soil quality to sustain plant and animal
productivity. In addition, the growing trade in agriculture products in the last few
decades has further increased the amount of pollution emitted from the intensification
process in producer countries. As this burden remains in the producer country, it creates
an imbalance and shifts the pollution problem from the importing countries to the
producer countries.10
In general, RA 10611 works in the principles of achieving food safety to protect
human life and health in the production and consumption of food and protect
consumer interests through fair practices in the food trade. The protection of consumer
interests shall be geared toward the prevention of adulteration, misbranding, fraudulent
practices and other practices which mislead the consumer, and the prevention of
misrepresentation in the labelling and false advertising in the presentation of food. In
order to support this food legislation, standards for food safety measures shall be
developed. Food safety standards refer to the formal documents containing the
requirements that foods or food processors have to comply with to safeguard human
health. It should be noted that food safety standards shall be based on risk assessment
which is anchored to sound scientific evidence.11
Responsibilities in food safety
Food safety is a foremost responsibility of food business operators and key
government agencies. The food business operators, a person engaged in the food
business including one’s agent, shall have the principal responsibility to ensure that food
satisfies the requirements of food law relevant to their activities in the food supply chain
and that control systems are in place to prevent, eliminate or reduce risks to consumer
(Section 13).12
In this section, the industry will be more careful in every food that will be offered.
The reason to improve the quality of the product is to meet government regulations
and standards. To ensure supply of safe food products. To avoid financial loss due to
loss of business. To avoid unexpected expenses on recalls, disposal, and penalties. To
avoid legal costs due to foodborne outbreaks. To maintain the reputation of the
company. To maintain consumer’s confidence and loyalty.

10
https://www.unece.org/environmental-policy/conventions/envlrtapwelcome/cross-sectoral-linkages/air-
pollution-and-food-production.html
11
http://ap.fftc.agnet.org/ap_db.php?id=214
12
http://ap.fftc.agnet.org/ap_db.php?id=214

10
Industry Sources of Opportunities
Porter’s Five Forces
Bargaining Power of Consumers
Many consumers are fond on eating street food. They find street foods very
affordable. Customers have their own choices on what they want to buy or where to
buy street foods. Some restaurants also offer Eat-all-you can buffet. The customers also
prioritize their health that’s why they just cook in their houses or sometimes they just
refuse to buy street foods and that give them more power.
We can avoid this to happen by giving them affordable price. We can serve
good quality product that is clean. We will ensure that we satisfy our customers. We can
offer cozy ambiance and good service of the staffs and personnel of the restaurant.
We will establish good relationship with the customers.
Bargaining Power of Suppliers
Suppliers affect the quick service restaurant industry environment through
variables like pricing and the supply control. The following are the major external factors
that create the weak bargaining power of the Restaurants suppliers:
•High number of suppliers (weak force)
•High overall supply (weak force)
•Low forward integration (weak force)
There are many suppliers competing to provide their products to firms like other
Restaurants. In relation, there is an abundance of supply of raw materials and the
ingredients. These conditions limit the influence of suppliers on every fast food restaurant
firm. Also, most suppliers in this industry have low forward integration, which corresponds
to their degree of control on the distribution and sale of their products to companies
like burger king, Shakeys, Jollibee and other restaurants. Based on this aspect of Five
Forces analysis, suppliers bargaining power is the least of the Restaurants concern.
These are the possible competitors of the Buffet Restaurant that we are going to
build here in Santa Maria, the Shakeys, Divine’s Grill, Peppers Grill, HapChan, Max’s,
Samgyupsalamat, Yolos, and Dikos.
Competition Rivalry
Pinoy Street Food’s faces tough competition because the fast food restaurant
market is already saturated. This element of the Five Forces analysis tackles the effect of
competing firms in the industry environment. In Pinoy Street Food’s case, the strong
force of competitive rivalry is based on the following external factors:
 High number of firms(strong force)
 High aggressiveness of firms (strong force)
 Low switching costs (strong force)
The fast food restaurant industry has many firms of various sizes around 27 fast food
chains in Santa Maria, such as global chains like Pinoy Street Food’s and local mom-

11
and-pop fast food restaurants. Also, most medium and large firms aggressively market
their products. It means Pinoy Street Food have a lot of rival in Santa Maria. In addition,
Pinoy Street Food’s customers experience low switching costs with a price of 149 pesos,
which means that they can easily transfer to other restaurants because of the price is
too high, such as Wendy’s. Thus, this element of the Five Forces analysis of Pinoy Street
Food’s shows that competition is among the most significant external forces on the
business.

Threats of New Entrants

The threats of new entrants in food industry can be considered as a high risk. It
takes quite some upfront investment to start a Business regarding in the Food industry,
also large capital cost is required for branding, advertising, and creating product
demand. Moreover, new entrants need licenses, insurance, distribution channels and
other qualifications that are not easy to obtain when you are new to the industry.
Furthermore, it can be expected that is existing players have built up a large base of
experience over the years to cut costs and increase service levels. A new entrant is
likely to not have this kind of expertise, therefore creating a competitive disadvantage
right from the start. However, due to the liberalization of market access and the
availability of leasing options and external finance from banks and investors, new doors
are opening for potential entrants.
• Low switching costs (moderate force)
• Moderate capital costs (moderate force)
• High cost of brand development (strong force)
Because of the low switching cost, consumers can’t easily move from Pinoy
street food towards because, a lot of costumers always want something new, they love
to explore new things, try new things like food. Also, the moderate capital cost of
establishing a new buffet restaurant makes it easy for a medium-sized firm like our
invented business. However, it is expensive to build a strong brand that could match in
any established competitors that we have in food industry.
Threat of Substitutes
This aspect of the Five Forces Analysis determines the influence of substitution in
the food restaurant industry environment.
Customers can easily transfer from food restaurant to substitutes (low switching
cost). In addition, there are many substitutes to choose from, including coffee shops
and home cooking. These conditions strengthen the threat of substitution against food
restaurant. Also, most of these substitutes are satisfactory in terms of taste, cost, quality
and other criteria. This aspect of the Five Forces Analysis indicates that substitutes
significantly affect food business.

12
Market Sources of Opportunities

1. What will the demand for your product/service be coming from? Why?
The demand of our product will come from the on-the-go, the low price seekers,
people living in urban or rural, street-food lovers and millennials because these type of
costumers that we want. These millennials and generation X, Y, and Z is most common
customer that we will see in every restaurant in Santa Maria.

2. What traits/characteristics of people will make them as your potential consumers?

The traits of people that will make them as our potential consumers’ are− they a
real need for solution, to solve a problem, eliminate an issue, improve a bad situation or
to close an existing gap. They have power and budget control, they have the position
and authority to commit to an agreement. They have a Sense of Urgency, they know
the importance to create change now rather than later. They have trust in you, your
company or in your product, they know you can or have delivered results and they
want the results too. They will also listen to you, they are willing to meet and listen to
your offering or solution with an open mind. In terms of characteristics, they must be
courteous; it is the ability to be kind and polite. They must be credible, for it can boost
your confidence and sales as well. They must be resourceful and patient and can also
put his/her customer first.

3. Where is the existing supply of the product/service coming from?

Existing players in food industry within Santa Maria, Bulacan :
• Pepper's Grill
• Yolos
• Mc Donald's
• Baliwag Lechon Manok
• Chowking
• Bonita's Coffee. Tea. Bread and Steak
• Hen Lin
• Jollibee
• Samgyupsalamat
• Diko's Buffet

13
4. Given the demand and supply, will there be opportunities for your envisioned
business? If no, why? If yes, why?
Yes, since our envisioned business is kind of “start-up business”, why? Because
you can’t see any eat-all-you can street food buffet here in Santa Maria. And that
would be a great opportunity for us, since we noticed that street food is kind of popular
here in Santa Maria.

5. What are the major threats to supply and demand in future?

Determining future objectives for a product or service, trend analysis is used as a
basis on which future market projections are made.
Trends in consumer needs and behavior in a business is able to identify a specific
trend in changing consumer needs and behavior that may be able to cater to these
needs and project higher growth rates.
Shifts in consumer perception of value involve timely analysis of consumer needs
and positioning of the product or services in the consumer's mind. And aspect of a
product or service, which would at one point in time have contributed to the
consumer's perception, may later lose value if the competition replicates it. If we built
food establishment which is the only restaurant in a particular town who serves a twist
product, it may hold a better perception in the consumer's mind. However, if
competitors start serving the same product, the value perception for the first food
establishment would likely decrease.
Trends in industry cause driver's that business need to be aware of changes in
composition of the cost drivers and also innovations that lead to lower cost alternatives.

14
Micro Market Sources of Opportunities
Research Objectives
 To know if the business will be popular
 To know the likes and dislikes of the customers.
 To know their preference when it comes to street food.

Research Design
Phenomenological
When you want to describe an event, activity, or phenomenon, the aptly named
phenomenological study is an appropriate qualitative method. In a phenomenological
study, you use a combination of methods, such as conducting interviews, reading
documents, watching videos, or visiting places and events, to understand the meaning
participants place on whatever’s being examined. You rely on the participants’ own
perspectives to provide insight into their motivations.

Research Tool
Guide Questions
1. Are you fond of eating street foods?
2. What characteristic do you prefer when it comes to street foods?
3. Name some street foods you like the most. How about you dislike the most?
4. If there will be an Eat-all-you can Pinoy Street Food buffet here in Santa Maria,
will you come and visit there?
5. What are your expectations in Pinoy Street Food buffet?
6. How much are you willing to spend for street food?
7. Rate 1-10, 10is the highest and 1 is the lowest. Thoughts about street foods
buffet?
8. How much did you spend eating street foods in a day?
9. What time do you like consuming street foods?

___Morning ___Afternoon ___Evening

10. Do you consider Street foods hygienic? If yes, why? If no, why?

15
Are you fond of What characteristic do Name some street foods you like
eating street you prefer when it the most. How about you dislike the
foods? comes to street foods? most?

 Yes  Buffet  Kwek-kwek- Isaw

 Yes  Street vendor  Kwek-kwek- Kikiam
 Yes  Street vendor  Kwek-kwek- Isaw
 Yes  Street vendor  Isaw- None
 Yes  Street vendor  Isaw- None
 Yes  Street vendor  Calamares- Fishball
 Yes  Street vendor  Isaw- ulo ng manok
 Yes  Street vendor  Hotdog- Betamax
 No  Street vendor  Isaw- Betamax
 Yes  Street vendor  Isaw- tenga ng baboy
 Yes  Street vendor  Leeg ng manok- Betamax
 Yes  Street vendor  Isaw- Betamax
 Yes  Street vendor  Barbeque-beamax
 Yes  Street vendor  Isaw- none
 Yes  Street vendor  Fishball- isaw
 Yes  Buffet  Squidballs- fishball
 Yes  Street vendor  Kikiam- squidball
 Yes  Street vendor  Isaw- btamax
 Yes  Street vendor  Isaw- leeg ng manok
 No  Street vendor  Kikiam- fishball

If there will be an What are your expectations in Pinoy How much are
Eat-all-you can Pinoy Street Food buffet? you willing to
Street Food buffet spend for street
here in Santa Maria, food?
will you come and
visit there?

 Yes  Simple  ₱ 100

 Yes  Clean  ₱ 50
 Yes  Convenient , clean  ₱ 30
 Yes  Clean  ₱ 200
 Yes  Clean  ₱ 100
 Yes  Clean  ₱ 50
 Yes  Clean  ₱ 50
 Yes  Delicious  ₱ 150
 Yes  Delicious  ₱ 50

16
  Yes  Just like in the street  ₱ 50
 Yes  Lots of street foods  ₱ 100
 Yes  Affordable  ₱ 50
 Yes  Affordable  ₱ 50
 Yes  Affordable  ₱ 50
 Yes  Presentable  ₱ 50
 Yes  Lots of street foods  ₱ 150
 Yes  Affordable  ₱ 50
 Yes  Affordable, clean  ₱ 50
 Yes  Delicious  ₱ 30
 No  Clean  ₱ 150

Rate 1-10, How much What time do Do you consider Street foods
10is the did you you like hygienic? If yes, why? If no, why?
highest and spend consuming street
1 is the eating street foods?
lowest. foods in a
Thoughts day?
about street
foods
buffet?

 8  ₱ 20  Afternoon  No, it’s not healthy

 8  ₱ 20  Afternoon  Yes, it depends on the vendor
 8  ₱ 20  Afternoon  No, it's not healthy
 9  ₱ 50  Afternoon  Yes, it is clean
 8  ₱ 20  Afternoon  No, it’s not healthy
 8  ₱ 20  Afternoon  Yes, it is delicious
 8  ₱ 20  Afternoon  No, it’s still dirty
 8  ₱ 50  Afternoon  Yes, it is delicious
 7  ₱ 30  Afternoon  No, it is unhealthy
 8  ₱ 20  Afternoon  Yes, it is delicious
 10  ₱ 20  Afternoon  No, it’s still dirty
 9  ₱ 20  Afternoon  No, it’s still dirty
 8  ₱ 20  Afternoon  No, it’s still dirty
 8  ₱ 30  Afternoon  No, it’s still dirty
 8  ₱ 20  Afternoon  No, it’s still dirty
 9  ₱ 20  Afternoon  No, it’s still dirty
 9  ₱ 50  Afternoon  No, it's not healthy
 9  ₱ 50  Evening  No, it's not healthy
 8  ₱ 30  Afternoon  Yes, it depends on the process
 5  ₱ 150  Afternoon  Yes, it depends on the process

17
INTERPRETATION OF DATA
The data collected from Senior High Students consists of 20 respondents,
indicates that majority of students are fond of eating Street Foods from vendors found
practically everywhere. They are more into Street Foods like kwek-kwek (quail eggs)
and isaw (chicken intestines) the reason are it’s a little chewier, appealing and stronger
tasting especially when it dunked in vinegar. While dugo (betamax) is what their dislike
the most because of its colour and variety of texture and it possess foul or robust taste
or smell. And it’s usually depends on sauces for taste. In fact, most of them spend ₱20-
50 eating street foods in a day. They are even willing to come and visit if there will be an
Eat-all-you-can Pinoy Street Food buffet in Santa Maria. Also, according to them they
are expecting and more preferred into affordable, convenient, delicious and clean
street foods than any other buffet. They are willing to spend ₱30-20 just to meet their
expectations when it comes to Pinoy Street Food. Because just like we’ve said they are
fond of eating street foods considering that this is unique and it will be the first
restaurant offers various street food choices located in Santa Maria. The data
collected from the question 9 stated that most of the students feel like eating Street
Food during afternoon since this is the best time to eat before or after eating a rice
meal. For the most part, data collected from question 7 shows that (80%) of the
student’s rate Street Food buffet as 8 and (20%) say 9. Lastly, a vast majority of students
who think that eating Street foods is not even healthy the way it serves in public places.

18
 Table of Opportunities and Threats

OPPORTUNITIES THREATS

O1 According to the food T1 There is a lack of norms

and beverages sector and specific patterns for
EXTERNAL ANALYSIS
Filipinos spent 38.50% of regional foods and
their income than any preparations, including
other expenditure. street foods.

T2 If a child is habitual to
eat street foods and if his
O2 The Filipinos has a very
parent advises him that this
passionate relationship with
is harmful to his health after
food. They like having
his guidance, child can
access to a quick bite
avoid eating street foods
anywhere, anytime.
considering that parents
O3 According to a global have the job of choosing
study, Filipinos spend more what kids eat and shaping
time on social media that’s their eating habits.
why it is much easier and
T3 There are a lot of regions
convenient to pursue our
that has different principles,
business through social
rules, and regulations in
media or website.
which the sacrifice to use
O4 Millennials love to some products and to eat
snack. In fact, many some food.
millennial sees snacking as
a necessity and snack food
make up the dominant
meal of the day for many
of this generation.

O5 Many millennial
consumers are looking
exotic foreign experiences.

O6 Many consumers are T4 Customers have their

fond on eating street food. own choices on what they
INDUSTRY SOURCES OF
They find street foods very want to buy or where to
OPPORTUNITIES
affordable. buy street foods. The
customers also prioritize
O7 Because of low
their health that’s why they
switching cost, consumers
just cook in their houses or
can’t easily move from
sometimes they just refuse
Pinoy street 19
food towards
to buy street foods and that
because a lot of customers
 always want something gave them more power.
new, they have to explore
T5 Suppliers affect the quick
new things like food.
service restaurant industry
O8 The moderate capital environment through
cost establishing a new variables like pricing and
buffet restaurant makes it the supply control.
easy for a medium-sized
T6 There are many suppliers
firm like our invented
competing to provide their
business.
products to firms like other
restaurants.

T7 There are many

substitutes to choose from,
including coffee shops and
home cooking.

T8 Pinoy Street Food’s faces

though competition
because the fast food
restaurant market is already
saturated.

O9 They have trust in you, T9 Existing players in food

your company or in your industry within Santa Maria,
MARKET SOURCES OF
product, they know you Bulacan; Pepper’s Grill,
OPPORTUNITIES
can or have delivered Yolos, Mc Donald’s,
results and they want the Baliwag Lechon Manok,
results too. Chowking, Bonita’s Coffee.
Tea. Bread and steak,
O10 You can’t see ant eat-
Henlin, Jollibee,
all-you-can street food
Samgyupsalamat, and
buffet here in Santa Maria.
Diko’s Buffet

O11 The students are even T10 A vast majority of

willing to come and visit if students who think that
MICRO MARKET SOURCES there will be an Eat-all-you- eating Street foods is not
OF OPPORTUNITIES can Pinoy Street Food even healthy the way it
buffet in Santa Maria. serves in public places.
O12 They are willing to
spend ₱50-150 just to meet
their expectations when it
comes to Pinoy Street Food.
Because just like we’ve said
they are fond of eating

20
street foods considering
that this is unique and it will
be the first restaurant offers
various street food choices
located in Santa Maria.

21
INTERNAL ANALYSIS
Internal Features of an Enterprise
1. PERFORMANCE
A. Resource Allocation
Resource allocation is the diligent deployment of resources on to tasks based on
their skill set and timelines. However, owners are often forced to allocate resources by
virtue of situations rather than strategic decisions. But adopting practices that promote
healthy allocation can change everything. In our Pinoy Street Food business resources
like monetary, land, building, equipment, raw materials, labor, furniture and fixtures,
advertisements and utilities will be discussed in this section in order to know how it affect
our business. Having 25 million budget for our business, below is the pie chart that
determines the percentage from each resources mentioned above.

Land
20% 19%
Building

Equipment

Furniture & Fixtures

2% Supplies

7% Labor
15%
8% Utilities

Advertisements

8% Monetary
12%
9%

Resource Allocation can help our business meet its objectives. Aside that it gives
a clear picture on the amount of work that has to be done it also helps to schedule
ahead and have an insight into the team’s progress, including allocating the right
amount of time to everyone on the team. It allows us to plan and prepare for the
possible opportunities and threats of our business. Above we have mentioned the
resources like monetary that is definitely vital part of any business to perform, peoples
do almost anything for money and money also do anything for people. Money is said to
be the master key for the solution of all economic difficulties. Lack of it means no
government taxes, fees, no production, consumption, distribution, exchange, revenue
and the wages. There will be no land and building that requires raw materials to
establish our business in order to perform well in achieving our intended goals. In short,
no money means no business at all.

22
B. Physical Assets and Working Environment
The Pinoy Street Food Restaurant will be located at Jose Corazon de Jesus,
Poblacion, Santa Maria, Bulacan. It is an eat-all-you-can restaurant that serves all the
well-known street food here in the Philippines. Including fish ball, squid ball, chicken ball,
kikiam, isaw, Betamax, barbecue, chicken feet, Helmets/Adidas (chicken head),
kalamares (squid), kwek-kwek, Chicken skin or Chinks and many more. In every table
there will be an electric steamboat with bbq grill in the center wherein they can cook
their orders. The chairs and tables are made by wood like traditional furniture of the
Philippines. The place, it creates a welcoming and relaxing atmosphere and a very
picturesque and instagrammable decor. In the second floor, there will be private rooms
with video-oke for those group who wants privacy. It will surely give you a feels of the
primitive life of the Filipinos before. We want the customers to enjoy the Pinoy street
food while reminiscing the beautiful culture and tradition of the Philippines. Also, we will
offer different Filipino garments like baro’t saya, salakot, bakya and abaniko that will
add to their very Pinoy experience. In adition, we will give you something to play like
sungka for entertainment and OPM music for background music. The employers who
will act as the employees as well are wearing baro’t saya who will serve and assist all of
our customers need. They will all speak in pure and deep Tagalog with respect by
simply using “Po” and “Opo”. The place will be like home not just for the customers but
also for the workers. We just want everyone to feel relax and enjoy the experience
inside the restaurant.

1. PEOPLE
A. Teams and Individuals
Strength Weakness

Santos, Ednowie  Helpful  Lack of sleep

 Reliable
 Easy to teach  Over-talk
Cabrera, Kristine Joy  Communication
skills
 Friendly and a bit  Not to talk
Cristobal, Angela talkative
 flexible
Dela Cruz, Jamille  Passionate  Doing nothing
 Leadership skills
Domingo, Patricia  Passionate  Doing nothing
 Leadership skills
 Patient  Not doing
Maranan, Audrey  Multi-tasker something
 Focusing

23
  Patient  Not doing
Mendoza, Dannah  Multi-tasker something
 Focusing
Rosal, Krisxan  Talkative  Doing nothing
 Friendly  Not to talk

We evaluate each others strengths and weaknesses to know what are we

capable of. For example, we all decided to assigned Ms. Patricia Domingo and Ms.
Jamille Dela Cruz at the office because they have the same strength and that is they
both have leadership skills. Here are the other reasons why we are on this position:

Ms. Mendoza & Ms. Maranan are both love to cook that’s why they are assigned at the
kitchen.

Ms. Cabrera is assigned at the cashier because of her skills in communicating.

Ms. Rosal and Ms. Cristobal is our waitress because they are both friendly and talkative
(in a good way)

Mr. Santos is assigned on the security because he is the most reliable in our team.

We determined our strengths and weaknesses because it can helps us to balance the
tasks that we need to do. Our position is based on our strengths and weaknesses.

OFFICE KITCHEN CASHIER WAITRESS SECURITY

Jamille Dela Dannah Kristine Angela Ednowie
Cruz Mendoza Cabrera Cristobal Santos
Patricia Audrey Krisxan Rosal
Domingo Maranan

24
B. Organizational Competencies and Capabilities
What competencies and capabilities do each member of the team have?
• Analytical thinking
• Client service
• Creative thinking
• Forward thinking
• Excellent communication
• Empowers other
• Flexibility
• Leadership
• Writing skill
• Mathematical skill
Yes, every time that we will operate our business, we will work together. We will solve the
problems that will come along the way to our business. The leadership that leads into
good environment of our business and also, the customers will be satisfied by our
service. This have to do with creating, marketing and delivering the product to the
customers and providing support ad after sales service.
The team is lack of
• Risk management and Assessment
It can affect the business because we will try all the things that we think that can
improve our business. We are risk takers so we will go for what we think that can be the
best for our business. Also, we will all working together, we will think carefully before we
apply our plans to our business.
C. Organizational Affiliations, Alliances and Linkages
Our business should sustain a strong relationship with the suppliers and partner
networks. And in order to maintain the profitability and drive efficiencies. Our business is
turning to supplier relationship management as a controlled and systematic approach
to sourcing the goods and materials we need. Our partber network suppliers and
distributors like world's Best Street food located in Marikina City is our main source for our
product. Having a good relationshop to our partner networks woll help the business to
reduced costs, increase efficiency, minimises price volatility, consolidation 9f the supply
chain, outsourcing activities, and contunual improvement of operations

25
3. PROCESSES
A. Processes – Management Processes
Planning and Budgeting
When it comes to business, the first thing you may encounter is planning. And we,
the Pinoy Street Food owners, are conducting our plans. First, we think a best strategic
planning process through weekly meetings and brainstorming. We make sure all the
process went all perfectly and because we want to serve the best satisfaction that you
want. As for the budgeting, we make sure that every peso we spend will never be
useless, by doing canvas in every possible things that we might need in our business. By
doing these things, it automatically becomes a smart move that benefits our business to
be more productive and economical.

Organizing and Staffing

All of us, the owners, are actively participating on how will be the task and
responsibilities will be divided among us. And of course, we based it according to our
strength and weaknesses so that it will be convenient and easy for us to do. We’ve
decided to that in that way, to avoid inconvenience in our side, and of course to be
affair and all. As for the numbers of people who will be performing in that certain task,
since our business is a self-service, our team is just enough to respond to the tasks that is
needed to fill out our business’ need. But then, we thought to ourselves that we also
need a break, that’s why we decided that we will employ some people to help us in
running the business for us to rest a bit and so that the level of performance needed in
that task will be more establish by having a people who cooperates well by doing their
tasks and responsibilities well.

Evaluating and Monitoring

Jamille Dela Cruz and Patricia Domingo who evaluate and monitor the staff and
all business transaction. Its because both them are good leader. By checking every task
of staff and checking all the transactions through recording and observing to prevent
losses. Also to make sure that all staff member do their job very well.

Leading and Directing

The enterprise will be led by business owners working together with their
willingness to achieve the VMO. We believe that the teamwork of the owners will be
one of the key to success of the business. The flexibility of the owners is a big factor for
the business. The owners want the business to be successful. With our team work and
communication, the business will succeed.

26
Coordinating and Orchestrating
To have a good communication of the owners, we decided to have meetings
weekly in order to monitor what is happening in the business. Meeting is led by Jamille
and Patricia who are assigned to manage the business. It is held at the Pinoy Street
Food office. We believe that meeting is a way to know the suggestion of the owners to
have one goal and for the betterment of the business.

Controlling
Controlling involves ensuring the performance of everyone does not deviate
from standards. Having control is ensuring that everyone have one goal for the business.
Having expectations in each member is needed to guarantee that everyone is doing
their task correctly for the sake of the business. The employee who will have the majority
of the votes from his co-workers and from the feedback of the customers will be the
employee of the month. The employee who got the least number of votes will have
sanction and his salary will be deducted. The salary deducted from the employee who
got the least vote will be added to the salary of the employee of the month.

Processes – Management Functions

A. Marketing

PRODUCT
The products we will offer are:

Fishball

Squidball

Chicken Ball

Kikiam

Isaw

Betamax

Barbecue

Chicken feet

Kalamares

Chicken skin

27
Kwek-kwek

Dynamite

Meatballs with veggies

Corn

Crispy pork ears

Hotdog

PRICING

PRICE VOLUME TOTAL TOTAL COST PROFIT UNIT COST

REVENUE

₱199.00 100 ₱19,900 ₱18,000 ₱1,900 ₱180

₱219.00 90 ₱19,710 ₱15,150 ₱4,560 ₱202
₱239.00 75 ₱17,925 ₱16,650 ₱1,275 ₱222
₱259.00 60 ₱15,540 ₱14,100 ₱1,440 ₱235
₱279.00 50 ₱13,950 ₱12,750 ₱1,200 ₱255

POSITIONING
An effective positioning strategy considers that the strengths and weaknesses of
the business, the needs of the business, the needs of the customers and market and the
position of possible competitors. The purpose of a positioning strategy is that it allows a
company to spotlight areas where they can outshine and beat their competition. Our
target customers for business are families, students and employees. And our
competitors in Santa Maria like Crave and Feast, Pepper’s Grill and DIKO’s Grill are also
targeting families, students and employees for their business. People who go and eat in
our restaurant is our target customers the students, families and employees.

28
PACKAGING

Yellow stands for future, and we are always saying that there's always a bright for
our future.
Blue stands for honestly and loyalty we want tell for our every costumer that we are
giving the right service for them to be satisfied and we are loyal to our customers.
Red stands for blood that we are pure Filipinos and it is a created by Filipinos.
At first sight you may think it’s the color of our flag. Yes, because we also want to
endorse our business to foreign country so that other country can taste the good taste
of Filipino street food.
Juan the man in the logo, because juan is the most common name that we all known
here in our country, Also juan is one of the original Filipinos that our ancestors created.
Banana tree because we are using banana leaves as a plate. Also one of our traditions
is to eat at banana leaves as an exchange for plate.

PLACE
A. Food Traffic

Regarding to the place of our restaurant, the food traffic would be high,
because of the infrastructures that is surrounding our business. And that is, Lapurisima
Conception Paris Church, and that will be a good place for us, because people
attending the church tend to eat something after they attend a mass service.
Another is, there is a school that is close in our business place, and that would be,
Immaculate Conception Institute, Immaculate Conception Academy, Immaculate
Conception Polytechnic, and the students that will pass by in our business place
could be our potential consumer. The last one is, we are surrounded by many fast
food chains, such as, Jollibee Poblacion and McDo Poblacion. Indeed, they are one

29
 of our competitors, but they could help us in terms of food traffic. Since they have
an overflowing customers always and some of it they cannot handle. Then there's a
possibility that the customer will transfer in our Buffet Restaurant. And that we
conclude that the food traffic in our specific location is high.
B. Vehicle Traffic
In terms in vehicle traffic in our specific place is high. It is because of the
intersection of ways in poblacion. And every passengers of every vehicle could be
our potential customers too.
C. Access routes to alternative location
The access to our business place is very accessible, because Poblacion is
located in the center of whole Santa Maria. Alternative locations are very good
also, because it has many routes that could have a shortest way or short cuts.
D. Buying Habits of Customers
Buying habits of customer is a good opportunity for our business, since we have
noticed that most people here in santa maria is fond of eating street foods,
regarding if they are female or male, or the age, adult or teenager.
E. Locational Features
Our parking lot can accommodate 15 vehicles, and 10 motorbikes there will be
a foot walk for the convenience of every customers.
F. Cost of Buying or Renting, Renovation, and Operating Location
The building and renovation will cost ₱3.750M. The place will be in Jose Corazon
de Jesus, Poblacion, Santa Maria, Bulacan.

PROMOTIONS
We believe that advertising your business is important to be able to be known by
everyone. In our business, we will promote it through stickers, tarpaulins, brochures and
social medias.

PEOPLE
In one business, it is important to have men that will do the work to be able to
function the business.

B. Operations

An operation function is the key of our business because it produces the goods and
services that defined as the process of changing inputs into outputs. Right quality, right
quantity, right time and right price are the four basic requirements of the customers and
as such they determine the extent of customer satisfaction. And this can be provided at

30
a minimum cost. This section concerned with managing the resources that directly
produce the organization service and products. The resources are brought together by
a series of processes so that they are utilized to deliver the primary service or the
products of our business.

C. Finance

This section is one of the most essential parts of our business plan because it guides
us to prudent decisions about cash flow and also gives us the tools and information to
assess how much money we need and the best way to get it. In our Pinoy Street Food
business we develop skills and strategies for using the funds we have and for accessing
additional capital when needed in that case we’ll improve our company’s profitability
and increase our potential for leveraging new opportunities. Pinoy Street Food is a
restaurant managed by eight members. These members will provide funding from their
own savings, which will cover start-up expenses and provide a financial cushion for the
first month of operation. Probably, 80% from the members and 20% for our future
investors. The capital needed for this business is ₱25,000,000. Our business generate
income by the distributor of our product which is the sale of goods, manufacturing of
goods under of this are manufacturer and sale of goods through direct customers and
distributors.

SWOT ANALYSIS

Opportunities Strengths Opportunities & Strengths

Strategies
O1 Many millennial S1 First to Market O1/S1
consumers are looking
exotic foreign experiences.  Follow trends and
foreign food
O2 Many consumers are S2 One vision for all O1/S1
fond on eating street food. employees
They find street foods very Aesthetic of store
affordable O3/S1
S3 All members of the
O3 The moderate capital group are street food-  Increase margins
cost establishing a new savvy Build a good relationship
buffet restaurant makes it with suppliers
easy for a medium-sized
firm like our invented
business.

31
Opportunities Weaknesses Opportunities &
Weaknesses Strategies
O1 Many millennial W1 Street foods are not O1/W1
consumers are looking even healthy the way it
exotic foreign experiences. serves in public places.  Creating of
something new.
O2 Many consumers are W2 Rising costs of raw
fond on eating street food. materials. O2/W1
They find street foods very  Creating a new
affordable. product that is
O3 The moderate capital healthy, for example
cost establishing a new vegetable
buffet restaurant makes it barbeque.
easy for a medium-sized
firm like our invented
business.

Threats Strengths Threats & Strength

Strategies
T1 There is a lack of norms S1 First to Market T1/S1
and specific patterns for
regional foods and  You can create a
product you would
preparations, including S2 One vision for all
street foods. like, because there is
employees. no any firms that
T2 There are many suppliers they could
competing to provide their compared it to.
products to firms like other S3 All members of the
restaurants. group are street food- T2/S2
savvy
T3 Pinoy Street Food’s faces  Building good
though competition customer
because the fast food relationships
restaurant market is already
saturated.
T4 There are many suppliers
competing to provide their
products to firms like other
restaurants.

Threats Weaknesses Threats & Weaknesses

Strategies
T1 There is a lack of norms W1 Street foods are not T1/W2

32
and specific patterns for even healthy the way it  You can create a bit
regional foods and serves in public places. higher price than
preparations, including usual cost.
street foods. W2 Rising costs of raw
materials.
T2 There are many suppliers
competing to provide their
products to firms like other
restaurants.
T3 Pinoy Street Food’s faces
though competition
because the fast food
restaurant market is already
saturated.
T4 There are many suppliers
competing to provide their
products to firms like other
restaurants.

33