A Technopreneurship Study of Ready-To-Drink Guyabano Juice in Los Baños, Laguna

Date

5-2015

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Reynaldo L. Tan

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Abstract

This Special Problem report entitled “A Technopreneurship Study of Ready-to-Drink Guyabano Juice in Los Banos, Laguna” aimed to present and document a technopreneurial start-up experience and to reflect on the knowledge, insights and work ethics gained by the student from the experience. Specifically, this study used guyabano (Anona muricata) as the main raw material utilized to become ready-to-drink juice.

The main idea of this study came from a fellow agribusiness management student, Mr. Ferrando Rubiano. The technopreneur, having interest also in business, saw the opportunity and grabbed it. The name of the enterprise was Juicel Enterprise and the brand name of the product was Guju Ready-to-Drink Guyabano Juice. The technopreneur started the business with financial aid that came from an interested investor named Mr. Ronald Dole.

The products have undergone toll processing at UPLB-CA Food Science Cluster All in all, there were three production runs. Raw materials used in the three production runs came from the same suppliers; Katipunan ng mga Kooperatibang Maggagatas Integrated Cooperative (KKMI) for the hot-filling bottles; Mr. Miko Pelegrina for the guyabano concentrate and the other raw materials came from the wet market.

The product was packed in 200 mL hot-filling bottles which is available for a price of P30. It is positioned as a premium and high quality fruit juice drink. The total volume of finished products produced in the three production runs was 300 bottles. The target market of the enterprise is the students and households in the Los Banos area. Online promotion was used to publicize the product.

There major problems encountered by the technopreneur while establishing the business are the following; defining a target market, establishing brand awareness; convincing the customers to buy the product, promoting the product more effectively, selecting the right pricing strategy, acquiring quality raw materials, minimizing labor-intensive production and sourcing funds. These problems were partnered with courses of action taken in order to cope up with the problems

Some of the knowledge and insights learned during the start-up business operation are the following; how to cope up with changes since not all written in the business plan was implemented; how to effectively and efficiently manage time, how to establish networks and how to have a good relationship between suppliers, toll processors and customers.

Given optimistic results, the technopreneur plans to register the business in the future and take some strategies such as market expansion, backward integration by establishing a manufacturing plant for guyabano concentrate; forward integration by establishing a mini-juice store; and introduction of new product line, in order for the enterprise to continually operate in the long run.

Language

English

LC Subject

Fruit drink industry, Entrepreneurship, Business enterprises

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2015 M17 H47

Notes

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Document Type

Thesis

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