Dough Best: An Entrepreneurial Venture Report

Date

2022

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Gian Carlo U. De Jesus

Committee Member

Renen Szilardo C. De Guzman, Rei Chino C. Pua, Melodee Marciana E. De Castro, Mar B. Cruz

Restrictions

Restricted: Not available to the general public and for consultation with the author/thesis adviser. Access is available only to those bound by the confidentiality agreement.

Abstract

Dough Best, inspired by the phrases "The Best" and "Do Your Best", is a sole proprietary business that offers pastry desserts infuse with our traditional homegrown Filipino dessert. The business aims to follow the growing trend of infusion of cuisines through desserts and elevate traditional Pinoy desserts into a more convenient and classy alternative. As Los Baños is municipality in Laguna that has a strong workforce and a growing population, Dough Best introduces its specialty Cheesecake Flan Cups, which are cheesecake cupcakes topped with our special homemade leche flan.

The business believes that with the strong foothold of local businesses that thrive in the area and the ongoing trend in the food industry. it will be able to move to a physical store through organic funds and expand its production. The business also sees itself consigning its products to strategic partners such as hotels and restaurants nearby to complement their food offerings.

As observed with the close competition of businesses such as Spice Jar, Silly Lili, and Micha's, their product offerings, which are also based on trending food patterns such as specialty donut, ddalki croissants, and Korean garlic cheese bread, are welcomed by the market. Given the price positions of their competing products, it could be observed that their price range is on a higher note. Dough Best would also like to position our products as high quality, high value products to match the purchase motivation of the target market segment, which is the working class. According to studies, working-class adults are more concerned with the quality of their purchases than the price. With that, the value-driven pricing strategy would be employed by the business.

Since the start-up still needs to establish its reputation and communicate the value of its offering, social media marketing will be used. Through content creation, publicity materials, videos, and promotional events, the business would like to reach potential customers and make them aware of the existence of the product. If successful, the business will be able to sell the products at a 100% mark-up and return the investment capital in less than 6months of continuous operation. Aside from that, there are several complementary businesses such as coffee and milk tea shops that could resell the products. On a larger scale, as the production capacity of the business increases, it also looks forward to consigning its pastry products to nearby hotels and resorts.

Moving along with the actual operation of the business, Dough Best pivoted from offering flan donuts to offering cheesecake flan cups due to the presence of flan donut sellers in the area. As the business operated for five weeks, there were changes as to the execution of the marketing materials to be published by the business due to the limited cash capital the business owned and as to be the number of boxes the business would produce per operation. This is mainly because of the limitations imposed due to lack of manpower on the business and academic responsibilities that need to be attended to by the owner. Furthermore, the business had a one-man for the same reason of having limited cash capital that is supposed to cover the labor expenses of the business.

Despite that, the business was still able to operate at a profit of PHP 2,344.22, which is 39.79% of the total revenue earned by the business. Aside from that, the business already earned 13.13% of its initial investment after selling 59 boxes of cheesecake flans. This means that the business may be able to recoup its initial investment of PHP 17,704.00 in less than 7 months of continuous operations.

Language

English

LC Subject

Pastry industry, Entrepreneurship--Research

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2022 M17 B84

Document Type

Thesis

This document is currently not available here.

Share

COinS