A Technopreneurship Study of Fresh Dew Dalandan Ready-To-Drink Juice in Los Baños, Laguna

Date

4-2011

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Nanette A. Aquino

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Abstract

This study deals with the documentation of a technopreneurial start-up experience and reflect the insights gained from the actual business. This study can help potential technopreneurs know the basic requirements and strategies needed for running, maintaining and improving a business start-up. The objectives of this study were to: present a business plan and describe the processes in setting up and starting a technology- based business; present the start-up problems and issues encountered in starting a techno- venture; assess the initial performance of the start-up; reflect on the knowledge, skills, values, work ethics, and insights gained/developed from the start-up experience; and come up with courses of actions for the implementation of the business plan, the enterprise, and the AFNR Program, and to identify investment and development entry points for potential stakeholders in technology-based enterprises.

The AFNR project funded by PCCARD-DOST with supplementary funding from PCASTRD (now PCIEERD) in cooperation with the Department of Agribusiness Management (DAM) and the Institute of Food Science (IFST) was the starting point of the technopreneurial experience. The area of the study was located at Los Baños, Laguna which targeted health conscious juice drinkers. The technopreneur chose to operate an enterprise named ALF Enterprise and its product was a ready-to-drink juice out of dalandan fruit. It was positioned as a high quality, affordable, all-natural and healthy fruit juice. The product‘s brand name was Fresh Dew dalandan juice to emphasize its being an all-natural, healthy fruit juice made from freshly picked dalandan.

The productions were undertaken at the IFST under the technical supervision of the experts. The actual production was limited due to financial and technical constraints. Products were sold through direct selling and through the use of middlemen. The buyers of the enterprise were mainly located at the UPLB campus specifically the food stalls. Also, it was sold to sari-sari stores owned by the technopreneur. The enterprise used promotions through the use of posters, social networking and words of mouth.

There were problems encountered by the enterprise. In production, high price of raw materials, production constraint, low quality of inputs and laborious production run were faced by the technopreneur. In marketing, lack of brand awareness, laborious delivery of product to buyers and difficulty in market seeking were experienced. In personnel, because the enterprise was solely operated by the technopreneur, internal problems were occurred in terms of producing and marketing the product. Lastly, in financials, inconsistent margin of profits due to unstable prices of inputs was observed.

Some recommendations were made to solve problems and issues in the study. For students, they should make a feasible business plan in order to have accuracy during the actual business. For the technopreneur of this study and other technopreneurs, sharing ideas and being united was recommended in order to have efficiency and effectiveness in the group. For the AFNR Project/DAM/AFNR units, they should continue encouraging other individuals to do a technology-based business. For ABM curriculum, they should include a course about technopreneurship. Lastly, for current and potential stakeholders, a ̳win-win‘ relationship between them should be established.

There were also some future activities planned by the technopreneur. One of these was a business expansion which will be made by establishing a small-scale manufacturing plant to large-scale manufacturing plant. Feasibility studies were made in order to know if the plants will be worth investing. With the discount rate of 12% from Landbank of the Philippines, the proposed project earned a positive Net Present Value (NPV) amounted to Php597,307.43. The computed Internal Rate of Return (IRR) was 62% while the payback period was 1.72 years. Based on the analyses, it is feasible to establish the project.

Language

English

LC Subject

Fruit juice industry, Business enterprises

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2011 M17 F66

Notes

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Document Type

Thesis

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