One’s diet, one supposes.

Located in and serve Bacolod City

(high traffic parks and special events in the city)
09454403711 / 445-7740
Visit our Facebook page: Let’s Roll FIC

Submitted to:
Mrs. Maricel Antiporda

Submitted by:
Ira Mae V. Ynayan
Jude Guboc
Erica Javellana
Joanna Marie Gentulio
Romely Gayle Alisbo

Grade 12 Business Management B

 Table of Contents

Executive Summary …………………………………………………………………….1

Description of the Business ……………………………………………………………..2
Description of the Product or Service ……………………………………………….....3
Market Strategies ………………………………………………………………………..4
Analysis of the Competition

Operations and Management

Financial Data
Conclusion
 Tables and Figures

Table 1.0 Prices of Product Offered

Table 2.0 Comparative Product Prices
Figure 1.0 Business’ Organizational Structure
Table 3.0 Capital Requirement Breakdown
Table 4.0 Let’s Roll Daily Income Statement
Table 5.0 Let’s Roll Monthly Income Statement
Table 6.0 Let’s Roll Income Statement (Year 1 to 3)
Table 7.0 List of Monthly Expenses
Figure 2.0 Partners Capital Share
 Executive Summary

Let’s Roll is an ice cream truck that focuses on festivals, high-traffic parks, and special
events in Bacolod City. We believe that there is a large market of families that wants a simple
and affordable ice cream at fairs, festivals and special events. Let’s Roll fried ice cream provides
packaged ice cream, flavored juice, bottled water and candy at high traffic parks and special
events in the City. The fried ice cream has been growing steadily year over year. This is an
industry with a history of consistent growth that is projected to continue in the future. Let’s Roll
fried ice cream’s target market are middle to upper-middle class families that attend fairs, special
events and high traffic parks in Bacolod City. At Let’s Roll fried ice cream we differentiate
ourselves from the competition through our use of technology, our simple approach to ice cream
and our service. Our ice cream novelties will be sold at an average price of P49 and above. Let’s
Roll fried ice cream will be located in and serve Bacolod City. To reach our target market, we
will heavily use Social Media and the web. We will develop pages on twitter, facebook,
instagram, and Google+, as well as our own Webpage.
This business wouldn’t be possible without the determination of the five partners thus,
they will be the source of the needed capital that will be used in putting up the business. The
capital requirement needed for the business will be shared by partners equally with the total
amount of P500, 000.
Let’s Roll has three main objectives:
1. To become the social hub of the community it serves. This shop will be the “go to” shop
when people want to take a drive or a walk, to meet friends and share some laughter and to buy
an ice cream treat. What ensures that your shop will be THAT shop lies in the quality of the
product you serve, the value that you offer and the friendliness and welcoming staff that greets
every customer as a friend and ensures that they want to return again and again.
2. To provide healthy and quality ice cream
3. To provide splendid environment

1
 Description of the Business

Ice-cream is a very wonderful treat to give just about anyone. The dessert is commonly
made by taking a scoop of ice cream frozen well below the temperature at which ice cream is
generally kept, possibly coating it in raw egg, rolling it in cornflakes or cookie crumbs, and
briefly deep frying it. The extremely low temperature of the ice cream prevents it from melting
while being fried. It may be sprinkled with cinnamon and sugar and a touch of peppermint,
though whipped cream or honey may be used as well.
A creamy mix cooled on a -30C metal plate is scraped into cigar-shaped rolls to make
this viral-video-friendly dish. It’s narcotic to watch and even better to eat.
Whether you call it Thai, fried, or rolled, this new style of ice cream is fresher and just
plain better. That is why its popularity is taking off. As a result, the number of new rolled ice
cream shops around the world are also exploding. Rolled ice cream is perfect for store fronts,
food trucks, catering businesses, and any special events. Our mission is to provide our customers
with the enjoyment and ultimate ice cream experience and to promote and motivate the
Entrepreneurial spirit. Our vision is to communicate with our owners and plan a road for growth
with our vendors and customers. We will constantly strive to grow beyond the obvious,
understanding our customer’s needs and surprising them with new products. We will endeavor to
be one step ahead of the competition anticipating and embracing change and always being
creative in our product and service design.
The business will take care of its employee; that is, they will be paid well and given a
share of profits. The people will be paid according to their skills and abilities. In addition, each
employee will have the option of company-sponsored training courses. The store considers its
customers as its most important asset, and relies on them for feedback. Let’s Roll has a plan and
its goals are clear. To create a fun, entertaining, and respectful environment that generates sales
of ice-cream.

Serving temperature: warm

2
 Description of the Product or Service
Fried ice cream is an ice cream from a breaded scoop of ice cream that is quickly deep-
fried, creating a warm, crispy shell around the still-cold ice cream. There are conflicting stories
about the dessert’s origin. Served immediately, the ice cream is found to be a solidly frozen as it
was first prepared.
Detailed Menu
LET’S ROLL
FRIED ICE CREAM
Regular Premium
P49 8oz P65 8oz
P69 12oz P85 12oz
P85 16oz P95 16oz
FLAVORS FLAVORS
Chocolate Cookies-N-Cream Birthday Bash Bittersweet Mint
Strawberry Vanilla Monster Mash Cherry Quist
Ube Rocky Road Chocolate Marble Peppermint Stick
Chocolate Chip Mango Monster Mash Purple Yam
Dutch Speculoos Mocha Lychee Double Dutch
Caramel Avocado Coffee Frozen Yogurt
Coconut Thai Tea Keeney Beany Chocolate
TOPPINGS
Vanilla wafers Rainbow Nonpareils Oreo Whipped Cream
Nips Chocolate Chips Mini M&M’s Cherry
Rainbow Sprinkles Brownie Pieces Choco Kisses Strawberries
Chocolate Sprinkles Butterscotch Chocolate Syrup Skittles
Chopped Peanuts Banana Cashew Graham Crackers
Marshmallows Mini Gummy Bears Chopped Almond Nutella
Stick-O Peanut Butter Heath Pieces Reese’s Pieces

JUICE BOTTLED WATER

P30 P15
Table 1.0 Prices of Product Offered
 Market Strategies

The main market strategies that the business will be targeting are the children and
families who will all enjoy a simple and affordable ice cream at fairs, festivals and special
events. They will be specifically defined in terms of the following.

Size
In terms of size, currently, children drive the ice cream industry in a large part.
Households with children are the lead consumers of ice cream with 34% of total consumption.
This is compared to the 20% of household consumption without children. It’s obvious that
children love to eat a wide selection of ice cream flavors. Lastly, it was found that travelling
families with children will more likely make a stop at a local ice cream shop/truck than families
without children.

Demographics
In terms of demographics the families market of the business is characterized by the
following: Any type of families that consists of children. Most of their children are not yet teens.
By targeting this group, we can not only generate a large volume of immediate business, but also
create long term customers in the children. We also have found that families are eating out at ice
cream shops/truck more, because such places are often cheaper than other restaurants, allowing a
parent to feed the family for under P100. We are conservatively estimating the population size as
half of the local household population with children under 18. Because the average family size is
2.92 people per household population to be 55, 852. We do except some overlap between 18-24
olds.

Growth Prospects
With the current markets status and population taken into consideration the markets
activity towards the business is quite good since these families/customers are known as spenders
in the city. Being spenders and with the probable increase in their population business will likely
increase over the years as more people will know about the Fried ice cream truck business.

Trends
The current trend of using social media will be one of our strategies to promote our
business since our main target market represents a large portion of the population on social
media. We will develop pages on twitter, facebook, instagram, and Google+, as well as our own
Webpage.

Determination of the Market Share

Potentially, the business target market is huge the families market alone could
approximate to a population of five hundred (1000) more or less in the area in Bacolod City plus
the other buyer market can top that number by (1000). These markets, combined together can
approximate to 1000 people more or less is known as spenders in the society and with the food
truck business that is affordable in price. The ice cream market is highly fragmented, due to the
presence of a number of large and small-scale vendors. Vendors compete for innovation, pricing,
and distribution. Our business can offer them some family bonding time for approximately P100,
versus P300 to P500 for dinner or a movie. We will aggressively target families, who tend to
brand loyalty in food choices, and often turn to indulgence foods in times of stress or celebration.
 Our strategy is based on serving our markets well with our delectable yet very affordable
ice cream. We believe that there is a large market of families that wants a simple and affordable
ice cream at fairs, festivals and special events. By providing a fun and splendid environment,
with unbeatable quality at an acceptable price in a clean and friendly service, we will be the talk
of the area and then in a broader scale.

Definition of the Market

Let’s Roll Ice Cream Truck is a new and exciting business. It is an ice cream truck that is
there when you need it, rather than just being around the area somewhere. We are a business that
strives on being an asset to communities; to bring together all sorts of people to enjoy one of
life's simple pleasures, ice cream! We drive around most parts of Bacolod City. What is also
great about Let’s Roll is that you can track us via our phone app to know when we are around
your area. We also are available for birthday parties as well as seen at community events such as
festivals and local sporting areas. Our target market is children and families who will all enjoy a
simple and affordable ice cream at fairs, festivals and special events. Of course, our competition
will be other ice cream truck businesses, but with future investments we plan to dominate the
market with more trucks catering to more areas.

Positioning Strategy
Consumers typically choose products and services that give them the greatest value. In that
sense Let’s Roll has decided to use more for less positioning strategy. It will introduce better
quality product at comparatively lower price for a given level of performance. Let’s roll claims
that its Ice milk provides the best tent and everyday low price. It likes to position as a testy and
supper saver for all family and individual users.

Pricing Strategy
Price is one of the factors that consumers tend to consider that before buying a product. It
greatly influences the consumers’ buying behavior and so we have decided to set a price that
consumers would not regret if ever they would buy our product. Our ice cream novelties will be
sold at an average price of P49 and above. We have adjusted the price of our product so that it
will be affordable to everyone since they are our target market. Our ice-cream pricing strategy is
based upon not only on the demand, but also on the market condition generally.

Distribution Strategy
Let’s Roll will be used marketing intermediaries to bring Fried Ice Cream to market. It will
use a distribution channel like: In the city area Let’s Roll will sell Fried Ice Cream by using
small truck. Major marketing will be conducted through magazine and tv ads. Since we are in a
food truck, we are catering in a wide range of market.

Promotional Strategy
Let’s Roll Fried Ice Cream’s main promotional strategy is to keep close to customer’s eyes
and the most important promotional work that we will do will be to network and develop
relationships with event organizers, planners, and park managers. We will also promote our
product through social medias, internet sites and the old way of promoting; brochures and flyers.
Brochures and flyers will be distributed at people passing by, families from churches or malls,
we will put it at parking cars.
Considering another strategy aside from having an affordable price and location set up is
that, the idea of having an Ice Cream business which is situated in a food truck that focuses on
festivals, high-traffic parks, and special events in the City. In this unique way of serving
customers, we can absolutely call out their attention simply because our location is very
accessible to them and it’s a place where they mostly likely to visit.
 Analysis of Competition
There is a great deal of competition in the packaged ice cream industry. The closest
competitor the business has in the city are the Miguelitos and Swirls. There is a lot of indirect
competition in the form of ice cream parlors and shops, convenience and drug stores, and
traditional ice cream trucks. Locally we will compete directly with Scoops, Snowpy Ice Cream,
and Little Tabbys Ice Cream to name a few. The traditional ice cream trucks and carts are too
numerous to count. We consider them indirect competitors because they mostly roam
neighborhoods and are not found at the festivals and special events that we will target. Local
direct competitors include Miguelitos and Swirls. These companies all have a social media
presence and are found at the special events and festivals that we target. The barriers to entry are
medium; to begin operations a modest capital outlay is required. To be successful, networking
and social media skills are essential.

Product Price Comparison

Let’s Roll Miguelitos Swirls
Food and Beverages Price Food and Beverages Price Food and Beverages Price
Product Product Product
Fried Ice Cream Php Fried Ice Cream Php Fried Ice Cream Php
49-95 55-100 60-100
Juice (lemonade, Php Juice (lemonade, Php Juice (lemonade, Php
cucumber, pineapple, 30 cucumber, pineapple, 35 cucumber, pineapple, 35
ice tea icetea icetea
Bottled Water Php Bottled Water Php Bottled Water Php
15 20 20

Table 2.0 Comparative Product Prices

This table above presents the comparative product prices of the business. The business product
cost less than that of its competitor.

Strengths of the business

 The business is located in and serve in high traffic parks and special events in the city
where there’s a large market of families as our customer.
 The employees of the business are well trained, experienced and qualified.
 The product is unique and original made from the highest quality ice cream.
 The business’ dedication to the customers need through quality customer service.
 Wide diversity of unique ice cream and dessert flavors.
 We provide business to unlimited boundaries and are able to move to where the demand
is.
 It is a business that offers a high level of personal customer service as we travel to you
THE CUSTOMERS
 Our business will have a website and Facebook page where bookings can be made for us
to come to your events

Weaknesses of the business

Weaknesses that our business may need to overcome and minimize in order to be successful are:
• Lack of established reputation- because we are a new business it is important to establish a
good reputation with the general public. Reputation can be the difference between success
and failure so in order to be successful we will form our reputation by the personal
experiences that individuals will have with our ice cream van as word of mouth is the best
advertisement.
- By targeting as many events and neighborhoods as we can during the year
- We will gain a good reputation through advertising and our promotion campaign
 Competitors can offer similar products quickly
 Need to move away from just targeting children as we are able to be more successful
targeting other people as well
 Relies on good weather
 Seasonal sales of the product
 Newly established business having less market

OPPORTUNITIES
• There are many opportunities for our business to grow in the future
• Although we are starting off small we are looking at expanding and growing our business
when more income is coming in which means we will be able to target more areas (e.g.
opportunity to increase mobile vans)
• There is opportunity to market the broader community with healthier options and products
available instead of just targeting families we also want to appeal to singles and the older
target market
• Ever changing technology that will allow us to improve our product quality and offer more
variety

THREATS
• Competition from similar businesses operating either in the same location or surrounding
areas we see our main competitors to be other ice cream vans such as Fruits In Ice Cream and
supermarkets in the local areas
• We will make sure that we are constantly researching other competitors in order to improve
our business
• A threat could be finding out where the clientel is- making sure we have a calendar for all of
the events during the year
• Winter- offering additional products in winter months like hot food, main priority is to make
income in the summer periods
• Downturns in the economy- offering specials and discounts
• Too many ice cream manufacturers in the market
 
To gain a competitive advantage over the competitor, the business will offer its product to the
public in as much more affordable prices and at the same time it tastes like heaven. Considering
that the business and the competitor can produce the same product but with our business offering
the product can be in a more affordable price without diminishing the taste and quality of the
product of course people will most likely prefer our business than the competitor. Our business
will be exposed at festivals, high traffic parks and special events in the city.
ORGANIZATIONAL STRUCTURE
 Manager
Ms. Ynayan

Truck Driver Cook Cashier

Mr. Guboc Ms. Alisbo & Ms. Gentulio Ms. Javellana

Figure 1.0 Business’ Organizational Structure

The Organizational Structure shown above represents and determines how the roles
and responsibilities are assigned, controlled, and coordinated, and how information flows
between the different levels of management. All business partners will be in the operation each
will perform a specific job to complete its goal. The Manager is responsible for monitoring
overall management operations for the firm to achieve profit objectives. We will operate on
weekdays, weekends and holidays(10-hour). Ms. Ynayan will be the manager and she will be
responsible on the whole operation of the business especially on dividing the tasks to the cashier,
cook and driver. The cashier, Ms Javellana will be in-charge on managing the financial aspect of
the business. The cook, Ms. Alisbo & Ms. Gentulio is responsible for the preparation of food to
be served for the customers. The driver, Mr. Guboc will drive our Fried Ice Cream Truck to our
target places until such time that the business can sustain itself with revenue and gain profit then
the owners will hire employees to take over the operation.
Operating Expense

Capital Requirement Breakdown

8-foot Food Truck P300, 000
Customization Fee P20,000
Promotion P5, 000
Cooking equipment and machineries P50,000
Food P35, 000
Refreshment P20, 000
TOTAL P430, 000

Table 3.0 Capital Requirement Breakdown

Table 4 shows the breakdown of the business capital requirement.

Shown above in the table 5.0 is the breakdown of the business’ capital requirement. The
capital requirements needed for the business will be shared by the partners, equally. The food
truck will already be customized for the specific need of business operation and additional
specification, such as equipment installation or design will be charged accordingly. Promotion
will consist of printed advertising materials and others. Cooking equipment and machineries will
consist the fried ice cream machine and other equipment needed for the day to day operation of
the business such as ice cream scraper, spatulas, paper cups, and plastic spoons. Food will
consist the raw materials and ice cream. Refreshment consist of flavored juice and bottled water.
 Daily Income Statement
Gross Sales PHP 7,500.00
Cost of Goods Sold PHP 2,500.00
Gross Margin PHP 5,000.00
Operating Expense
Truck Expense PHP 100.00
Gasoline Expense PHP 100.00
Utilities Expense PHP 100.00
Maintenance and Repairs PHP 75.00
Depreciation PHP 20.00
Total Operating Expense PHP 395.00
EBIT PHP 4,605.00
Business Tax PHP 80.00
Income Tax PHP 150.00
Net Profit (Loss) PHP 4,375.00

Table 4.0 Let’s Roll Daily Income Statement

The table shows the estimated daily income amounts to 7,500.00 pesos based on sales of
all our products per 10-hour operation. Less daily and business income tax, the estimated net
profit amount to 4,375.00 pesos.
 Monthly Income Statement
Gross Sales PHP 225,000.00
Cost of Goods Sold PHP 75,000.00
Gross Margin PHP 150,000.00
Operating Expense
Truck Expense PHP 3,000.00
Gasoline Expense PHP 3,000.00
Utilities Expense PHP 3,000.00
Salaries Expense PHP 10,000.00
Maintenance and Repairs PHP 2,250.00
Depreciation PHP 600.00
Total Operating Expense PHP 21,850.00
EBIT PHP 128,150.00
Business Tax PHP 2,400.00
Income Tax PHP 4,500.00
Net Profit (Loss) PHP 121,250.00

Table 5.0 Let’s Roll Monthly Income Statement

Table 5 reflects the estimated monthly gross sales amount to P225,000.00. Estimated
monthly net profit amount to P121,250.00. The estimated monthly net profit covers more than
75% of the EBIT (Earnings Before Interest and Taxes). There will be a business permit needed
thus there is a monthly business tax to be paid.
 3-Year Income Statement
Year 1 Year 2 Year 3
Gross Sales Php Php Php
2,700,000 2,754,000 2,836,620
Cost of Goods Sold Php Php Php
900,000 918,000 945,540
Gross Margin Php Php Php
1,800,000 1,836,000 1,891,080
Operating Expense
Truck Expense Php Php Php
36,000 36,720 37,821.6
Gasoline Expense Php Php Php
36,000 36,720 37,821.6
Utilities Expense Php Php Php
36,000 36,720 37,821.6
Salaries Expense Php Php Php
120,000 122,400 126,072
Maintenance and Repairs Php Php Php
27,000 27,540 28,366.2
Depreciation Php Php Php
7,200 7,344 7,564.32
Total Operating Expense Php Php Php
262,200 267,444 275,467.32
EBIT Php Php Php
1,537,800 1,568,556 1,615,612.68
Business Tax Php Php Php
28,800 29,376 30,257.28
Income Tax Php Php Php
54,000 55,080 56,732.4
Net Profit (Loss) Php Php Php
1,455,000 1,484,100 1,528,623
Table 6.0 Let’s Roll Income Statement (Year 1 to 3)

As shown above in Table 7 the projected income statements of the business, the
following increases occurred during years:

 Operating income and expenses during Year 2 will increase by 2%.

 Operating income and expenses during Year 3 will increase by 3% from Year 2.
Income Statement

Our estimated daily income is 7,500 pesos based on a 10-hour operation a day of selling
all our products less the estimated net profit amount to 4,375.00 pesos. Our total daily income is
3,125.00 pesos.

Our estimated monthly income is 225,000.00 pesos based on our estimated daily income
less the estimated net profit amount to 121,250.00 pesos. Our total monthly income is
103,750.00 pesos.

Our estimated income for the first year operation is 2,700,000 pesos less the estimated net
profit amount to 1,455,000 pesos. Our total first year income is 1,245,000.

Our estimated income for the second year of operation is 2,754,000 pesos less the
estimated net profit amount to 1,484,100 pesos. Our total second year income is 1,269,900 pesos.

Our estimated income for the third year of operation is 2,836,620 pesos less the estimated
net profit amount to 1,528,623 pesos. Our total third year income is 1,307,997 pesos.
 Description Monthly Expense
Paper Cups PHP 3,000
Plastic Spoons PHP 2,500
Refreshment PHP 12, 500
Food Supply PHP 30,000
Equipment Maintenance PHP 2,000
Business Tax PHP 250
Income Tax PHP 9,000
TOTAL 59,250

Table 7.0 List of Monthly Expenses

The following expenses are required to sustain business operations on a monthly basis.
Computed income tax 3% is based on the estimated monthly income of two hundred twenty-five
thousand pesos (225,000).
 Financial Data
The following financial data will present the capital share of the business owners.
 Ynayan Javellana Gentulio Alisbo Guboc

20% 20%

20% 20%

20%

PARTNER’S SHARES
Figure 2.0 Partners Capital Share
The table above shows a graphical representation of each partners share of the business. The capital
requirements needed for the business will be shared by partners equally. The partners individually
produce the amount at least one hundred thousand pesos (P100, 000), which is 20% of the total amount of
P500,000.00 for the capital requirement. On the first month all the owners will be engaged in all the
operations, each with a specific job until the business can sustain itself and gain profit then will the
owners hire workers or employees to operate the business the workers will be the one to process all their
requirements like Philhealth, SSS, and other forms in the government.
 Conclusion
In conclusion, ice cream has been around for thousands of years, and is a popular dessert
today. This tasty treat has always been a favorite, even since its appearance on this earth over
sixteen centuries ago. Ice cream has been around since the 13th century, maybe even before then,
but the actual discovery or creation of ice cream still has yet to be answered. Since its creation, it
has made its way all around the globe and has been altered by many cultures to fit their specific
qualifications. With different lifestyles and desires, ice cream not only can be altered in flavor,
but also has been changed to give many nutritional benefits for those of certain qualities and
needs. But when eating ice cream, we still have to remember our limitations. If you want to eat,
then go, but you have to slowly eat because eating too much is not good for our body. Ice cream
contains fats and sugar. If your body receive too much fats it can build cholesterol that is not
good for our body, and too much sugars can lead to Diabetes. But don't worry just remember our
limitation and we can enjoy our delicious ice cream.
The business will start small. To be successful in sustainable business practices often
requires entrepreneurship and innovation. There have been many technological innovations that
have increased the sales of ice cream over the years. With the invention of the of steam power,
mechanical refrigerators, homogenizer, electric power and motors, packing machines and new
freezing process equipment the ice cream process has improved. As time and technology
progressed, ice cream flavors such as Pistachio, Rocky Road, Chunky Monkey and many more
have been introduced. Over the years there have been many companies that have succeeded, 40%
of companies are made out of regional and local companies, 20% are made out of private label
companies, and the remaining 40% are made of industry leaders such as Unilever, Nestle and of
course Blue Bell. The chapter provides an overview of entrepreneurship and innovation as it
relates to sustainable business.
With a target market such as the families and children. The business will surely have a
strong advantage in the industry. In addition, for its low pricing makes it more preferable for
families than that offered by the other competitor. Also, with providing good quality service to
customers and we expect continued growth as we execute our plan while expanding our business
and assure a reliable supply of good quality ice cream.