I.

Executive Summary

Hedylogus Café will be the go-to place for people who are conscious with their

healthy diet. We plan on serving the highest quality delicacies and serve pastries that are

healthy snacks in a trendy and environmental friendly manner, also to provide a comfortable

atmosphere for the customers. Our convenient location and excellent customer service should

build a steady repeat customer base.

Owners Pauline Daguitera and partners are Klodine Atencio, Mariah Bognot, Allyza

Carpena, Camille Carlos, Tiffany David, Kyla Garcia, and Alex Gonzalez each experience

and expertise in the food service industry, including management experience.

Our main products will be higher margin gourmet cupcake products such as Cabbage

cupcake, Dried Mangoes cupcake, almond cupcake, and a variety of snacks, including

healthy alternatives.

Strategically located within easy walking distance from the school, specifically

infront of St.Scholastica’s Academy, we intend to cater to students and young office workers

by providing plenty of seating space and superior customer service with a trendy vibe.

In the immediate area, our competition consists mainly of fast food and cafés nearby

such as Starbucks, Coffee Project, and milkteas too. We plan on capturing the upper end of

the local coffee market by serving gourmet, handmade cupcakes at a reasonable price. Along

with our superior atmosphere and great customer service, we intend to target sophisticated

health conscious consumers.

The location we have selected has 2,000 square feet of space, room for an outdoor

patio, and requires minimal renovations. The space has been vacant for several months and

the owner is motivated and has offered a three-year lease with a fourth year free.
 We expect sales revenue to grow from P100,000 in the first year of operations to

P250,000 by the end of the third year. To minimize operating expenses, both of the principals

will be onsite on a full-time basis to reduce staffing costs, supervise, and maintain quality

control. We expect that our net profits to grow from P50,000 to P100,000 by year three.

P350,000 in startup funding is required for lease costs, renovations, equipment, and

furniture. The principals have P100,000 in cash and will obtain the rest from commercial

lenders.

A. Vision

At Hedylogus, we’re about giving the right amount of sweet and healthy benefits in

our café. Our café believe that we can weave a fabric of constructive relationships and extend

our café for everyone that needs space for themselves.

Our Vision:

Promote humanity

Save the mother earth

B. Mission

Our café provides a welcoming and a comforting presence whenever a customer

shows up. We will continue to serve in communities and anywhere that happens to need a

café like ours. We know that guests have a right to have a privacy nevertheless not wanting

them to feel unimportant or uncomfortable with their staying in our café.

Our Mission:

Support and respect the needed time to spend in the café by the customer.
C. Values

D. Business Model

E. Market and Main Value Proposition

F. Wealth Improvement Approach

G. Parties

a. Consumers

According to the latest census, City of San Fernando Pampanga has a total

population of 306, 659 people. Approximately 0.5% (1533 people) of the total

population of San Fernando Pampanga are potential customers of Hedylogus. Another

market segment considered is the potential customers that live or work nearby.

Around 30% of 1000 people might consider Hedylogus as their go-to hangout place

during their coffee breaks and free time.

b. Creditors

c. Suppliers

Hedylogus’ main products are sweets, pastries and delicacies. The business

will be creating a product of its own and will not be selling retail products therefore,

raw materials like flour, sugar, spices etc… will be needed to produce the goods.

These raw materials should be affordable and at the same time, high quality in order

to produce a high-end product that will surely attract and satisfy customers with its

affordable price and premium quality. All About Baking will be the main supplier of

Hedolygus from its equipment to the ingredients necessary for the production of the

goods. All About Baking is very accessible to the location of the business. The retail

store offers different kinds of tools and ingredients essential in baking.

The employees are composed of the owners, and the business will be only be

needing 2-3 staff for some of the owners will be working in the area to reduce the

expenses needed by the business.

 Pay: Pay for cafe workers varies depending on where they work.

o Cafe workers usually earn between minimum wage and P300 (in pesos) a

day.

 Cafe workers may do some or all of the following:

o prepare foods such as baked goods, salads, and complimentary drinks

o ensure food is fresh and kept at a safe temperature

o make hot and cold drinks such as tea or juice

o take orders, serve customers and accommodating to the questions of the

customer.

o clear tables, wash dishes and clean and stock food cabinets

o manage the till

o order food from suppliers

o supervise other staff and organise work rosters.

 Skills and knowledge. Cafe workers need to have knowledge of:

o the foods they sell, and how to prepare this food

o food hygiene and safety regulations, and how to judge if food is fresh

o basic maths skills for weighing food and calculating ingredient quantities.

o how to use an oven.

 Working conditions
o Cafe workers: may work regular business hours or do shift work, including

evenings and weekends. Work in cafes, canteens, delicatessens and

takeaway bars.