TECHNOLOGY AND LIVELIHOOD EDUCATION

AGRICULTURE AND FISHERY

Specialization
Agricultural Crops Production (Horticulture) NC II
Grade 10
INTRODUCTION
This Learners Material on Vegetable Production contains various
Learning Competencies (Training Regulations-based) leading to National
Certification in Horticulture NC II. The Learning Competencies were designed
to develop the knowledge, skills, and attitudes of Grade 10-Technology and
Livelihood Education (TLE) students as regards the production of commonly
grown vegetable crops to prepare them for higher education and the world of
work.
The contents of this material were taken from several documents, e.g.
books, techno-guides, lectures, manuals, school resources, pamphlets, and
internet downloads.
This Learners Material has the following parts: Part I The
Introduction gives the overview of the Learning Material; Part II The
Learning Competencies/Objectives contain specific topics about a certain
Learning Competency; Part III The Diagnostic/Pre- Assessment provides
evaluation of the prior learning and the acquired knowledge and skills of the
students; Part IV The Reading Resources and Instructional Activities
include what the students must know, must process, must reflect and
understand, and must transfer; Part V The Summative Assessment
evaluates how much the students have learned, and Part VI The
Summary/Synthesis/ Feedback gives generalization and enhancement on a
specific lesson/module. A Glossary section at the end of every module of
the Learners Material has been added as further reference. There is also a
List of References to acknowledge the sources of the ideas lifted from them.

It also enables you to demonstrate an understanding on the

Personal Entrepreneurial Competencies (PECs) in Food (Fish) Processing;
the Environment and Market in this area; on how to develop a product/
service and select a business idea based on the criteria and techniques set
for Agricultural Crops Production (Horticulture) NC II.

General Objectives:
At the end of the module, you are expected to:
Demonstrate an understanding of ones Personal Entrepreneurial
Competencies and Skill (PECs) in Agricultural Crops Production
(Horticulture) NC II.
Recognize the environment and market in Agricultural Crops
Production (Horticulture) NC II in ones town/municipality.
Demonstrate on how to operate appropriate equipment for Agricultural
Crops Production (Horticulture) NC II.

What Is This Learning Material About?

Agricultural Crops Production (Horticulture) NC II
K to 12 Technology and Livelihood Education
This learning material has 6 Modules. Each Module has the following parts.
Learning Objectives

Content Standards

Performance Standards
Pre-Assessment
2

Reading Resources/ Instructional Activities

What to KNOW
What to PROCESS
What to REFLECT or UNDERSTAND
What to TRANSFER

Personal Entrepreneurial Competencies (PECs)

Content Standards

Performance Standards

The
learner
demonstrates
understanding of ones PECs in
Agricultural
Crops Production
(Horticulture).

The learner independently creates a

plan of action that strengthens and/or
further develops his/her PECs in
Agricultural
Crops Production
(Horticulture).

Quarter I
4 hours

Time Allotment:

Module 1
Personal Entrepreneurial Competencies
Introduction
In this module, you will learn more about entrepreneurship and the
entrepreneurial competencies related to Agricultural Crops Production
(Horticulture). You will have a first-hand experience in educational activities
leading to assessment of your personal entrepreneurial competencies (PECs)
and the entrepreneurial competencies of a successful Horticulturist within
your province. You will also have several activities that will align your
competencies with those of successful practitioners. Moreover, this module
will encourage you to think about entrepreneurship and its role in the
business community as well as in the economic and social development of an
individual.
To start with this module, let us first understand entrepreneurs and
entrepreneurship.
Entrepreneurs are those with the skills and capabilities to see and
evaluate business opportunities. They are individuals who can strategically
identify products or services needed by the community, and have the capacity
to deliver them at the right time and at the right place.
Entrepreneurs are agents of economic change; they organize,
manage, and assume risks of a business. Some of the good qualities of
entrepreneurs are: opportunity-seeker, risk-taker, goal-setter, excellent
planner, confident problem-solver, hardworking, persistent and committed.
4

Entrepreneurship, on the other hand, is not just a simple business

activity but a strategic process of innovation and new product creation.
Basically, entrepreneurship is both an art and science of converting business
ideas into marketable products or services to improve the quality of living.
Now that you have background knowledge about entrepreneurs and
entrepreneurship, you can now walk through in assessing your PECs. Always
remember that successful entrepreneurs continuously develop and improve
their PECs.
To begin, let us find out the competencies you will have gained upon
completion of this module.
Objectives
At the end of this module, you are expected to:

identify areas for improvement, development, and growth,

align your PECs according to your business or career choice, and
create a plan of action that ensures success in your business or career
choice.
Now try to take the first challenge in this module, the pre assessment.

Pre-assessment
As part of your initial activity, try to assess your prior knowledge and
experience related to personal entrepreneurial competencies. Answer Task 1.
Task 1: Matching Type
Directions: Match the entrepreneurial competencies in column A with
their meaning in column B. Write the letter of the correct answer on the
space provided before each number.
A

____1. Creative

A. makes wise decisions towards the set

objectives

____2. Profit-oriented

B. strategic thinking and setting of goals

____3. Disciplined

C. trusting in ones ability

____4. Sound decision maker

D. adoptable to change

____5. Possess people skills

E. innovates to have an edge over other

competitors

____6. Excellent Planner

F. solid dedication

____7. Confident

G. skillful in record keeping

____8. Hardworking

H. always sticks to the plan

____9. Ability to accept change

I. work diligently

____10. Committed

J. effective and efficient communication

skills and relates well to people
K. always looking for an opportunity to
have/earn income.

Task 2: Guide Questions

Directions: The following are guide questions which covers the entire
module. Write your answers on your assignment notebook. Discuss / share
these to the class.
A. Explain why entrepreneurial activities are important to social
development and economy progress.
B. What entrepreneurial activities related to Aquaculture do you know and
are capable of doing?
C. If you were given the opportunity to own a business that relates to
Aquaculture, do you think you will be confident to manage it? Explain
your answer.
D. What do you think are the most important competencies one must
possess in order to be successful in running a chosen business?
E. Name successful entrepreneurs from your province whose businesses
are related to Aquaculture. Make sure you will be able to share with the
class the PECs that made them successful.

After all the guide questions are answered, share these with your
classmates. You may also compare your insigths, personal knowledge,
6

and relevant experiences on the topic to make the sharing more exciting
and engaging.

Learning Goals and Targets

After understanding the objectives of this module, having gone through
pre-assessment, and answering the guide questions, you will be asked to set
your own personal goals and targets. These goals and targets will urge you to
further achieve the ultimate objective of this module. In the end, these
ultimate goals will motivate you to learn more about PECs.

Goals and
Targets

Learning
Activities

Ultimate Goal

Figure 1: Strategic process to achieve the objectives of this module

Reading Resources and Instructional Activities
After setting your own personal goals and targets in achieving the
objectives of this module, check your inherent knowledge of PECs. Answer
the following guide questions with the help of your classmates.
Task 3: Group Activity
Directions: Answer the following guide questions on a separate sheet of
paper. Share your answers with the class.
1. Explain the importance of assessing ones PECs before engaging in a
particular entrepreneurial activity.
_________________________________________________________
_________________________________________________________
________________________________________________________.

2. Are there other strategies or approaches where you can assess your
PECs? Explain how these strategies will become more useful in
selecting a viable business venture.
_________________________________________________________
_________________________________________________________
________________________________________________________.
3. What are the desirable personal characteristics, attributes, lifestyles,
skills, and traits of a prospective entrepreneur? Why are these
important?
_________________________________________________________
_________________________________________________________
________________________________________________________.
4. Why is there a need to assess ones PECs in terms of characteristics,
attributes, lifestyles, skills, and traits before starting a particular
business?
_________________________________________________________
_________________________________________________________
________________________________________________________.
5. What is the significance of evaluating PECs of a successful
entrepreneur? What helpful insights can you draw from this activity?
________________________________________________________
________________________________________________________
________________________________________________________.

How was your experience in answering the guide questions with your
classmates? Were you able to benefit from them? What were the insights you
have realized?

This time youre going to study the different topics that will enrich your
knowledge of PECs. Read all the important details about the succeeding
topic carefully.

Know

Assessment of Personal Entrepreneurial Competencies (PECs) and

Skills vis--vis a Practicing Entrepreneur in a Province
Entrepreneurial competencies refer to the important characteristics that
should be possessed by an individual in order to perform entrepreneurial
functions effectively. In this module, you will learn some of the most important
characteristics, attributes, lifestyle, skills and traits of a successful
entrepreneur or an employee to be successful in a chosen career.
Below are few important characteristics / traits / attributes of a good
entrepreneur:

Hardworking: One of the important characteristics of a good

entrepreneur is hardworking. This means working diligently and
being consistent about it. Hardworking people keep improving their
performance to produce good products and/or provide good
services.

Confident: Entrepreneurs have self-reliance in ones ability and

judgment. They exhibit self-confidence to cope with the risks of
operating their own business.

Disciplined: Successful entrepreneurs always stick to the plan

and fight the temptation to do what is unimportant.

Committed: Good entrepreneurs assume full responsibility over

their business. They give full commitment and solid dedication to
make the business successful.

Ability to accept change: Nothing is permanent but change.

Change occurs frequently. When you own a business, you should
cope with and thrive on changes. Capitalize on positive changes
to make your business grow.

Creative: An entrepreneur should be creative and innovative to

stay in the business and in order to have an edge over the other
competitors.
9

Has the initiative: An entrepreneur takes the initiative. You must

put yourself in a position where you are responsible for the failure
or success of your business.

Profit-oriented: An entrepreneur enters the world of business to

generate profit or additional income. The business shall become
your bread and butter. Therefore, you must see to it that the
business can generate income.

Listed below are the important skills of a successful entrepreneur:

Excellent planner: Planning involves strategic thinking and goal

setting to achieve objectives by carefully maximizing all the
available resources. A good entrepreneur develops and follows the
steps in the plans diligently to realize goals. A good entrepreneur
knows that planning is an effective skill only when combined with
action.

Possesses people skills: This is a very important skill needed to

be successful in any kind of business. People skills refer to
effective and efficient communication and establishing good
relationship to the people working in and out of your business. In
day-to-day business transactions, you need to deal with people. A
well-developed interpersonal skill can make a huge difference
between success and failure of the business.

Sound decision maker: Successful entrepreneurs have the ability

to think quickly and to make wise decisions towards a
pre-determined set of objectives. No one can deny that the ability
to make wise decisions is an important skill that an entrepreneur
should possess. Sound decisions should be based on given facts
and information and lead towards the pre-determined objectives.

Process

To firm up what you have learned and have a better appreciation of the
different entrepreneurial competencies, read the PECs checklist below, then
answer the same.
10

Task 4: PECs Checklist

Directions: Using the PECs checklist, assess yourself by putting a check
( ) mark in either strengths or development areas column. Interpret the
results by counting the total number of check marks in each of the columns.
After accomplishing the checklist, form a group and share your insights on the
result of the personal assessment.
Table 1: PECs Checklist
Personal Assessment in terms
of:
Personal Entrepreneurial Competencies
(PECs) of an Entrepreneur

Strengths

Development
Areas

Hardworking
- Works diligently
Confident
- Self-reliance in ones ability
Disciplined
- Always stick to the plan
Committed
- Solid dedication
Ability to accept changes
- Adaptable
Creative
- Innovative to have edge over other
competitors
Profit-oriented
- Always looking for an opportunity to
have/earn income
Excellent planner
- Strategic thinking and setting of
goals
11

Possess people skill

- Effective and efficient communication
skills and relates well to people
Sound decision maker
- Makes wise decisions towards the
set objectives
TOTAL
Interpretation or Insight:
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
_________________________________________________.

Reflect and Understand

How was your experience in discovering the strengths and the areas
you need to develop? Did you gain a valuable experience in exchanging
insights with your classmates? To learn more and deepen your understanding
of PECs, do task 5 below.
Task 5: Interview
Directions: In your province, interview a successful telemarketing or
call center representative or entrepreneur whose type of business is related
with Agricultural Crops Production (Horticulture) NC II. Focus your questions
on PECs and other business-related attributes that helped them become
successful. Analyze the results of the interview and reflect on the similarities
and/or differences. Write your answer on a separate sheet of paper.
Sample Interview Guide
Name of Proprietor/Practitioner: ____________________________________
Age: _______________ Number of Years in Business: _________________
Business Name: ________________________________________________
12

Business Address: ______________________________________________

1. What preparations did you make before you engaged in this type of
business or job?
________________________________________________________
________________________________________________________
_______________________________________________________.
2. What special skills and characteristics do you have that is related with
your business or job?
________________________________________________________
________________________________________________________
_______________________________________________________.
3. How did you solve business-related problems during the early years of
your business operation?
________________________________________________________
________________________________________________________
_______________________________________________________.
4. Did you follow the tips from a successful businessman or practitioner
before you engaged in your business?
________________________________________________________
________________________________________________________
_______________________________________________________.
5. What best business practices can you share with aspiring
entrepreneurs?
________________________________________________________
________________________________________________________
_______________________________________________________.
6. What do you think are the salient characteristics, attributes, lifestyle,
skills and traits that made you successful in your business or job?
________________________________________________________
________________________________________________________
______________________________________________________.
Directions: Copy the tables below in your notebook or in a separate sheet of
paper. Gather the needed information from the interview to supply answer/s
to row 1 in the table below, after which, fill out the second row with your
PECs.

13

Personal
Entrepreneurial
Competencies

Characteristics

Attributes

Lifestyles

Skills

Traits

Successful
Entrepreneur in
the province
My PECs

Using the information on the table above, analyze and reflect on the
similarities and differences in your answers. Put your reflection on the table
you copied in your notebook or in a separate sheet of paper. Write your
conclusion on the space provided.
Personal
Entrepreneurial
Competencies

Similarities

Differences

Characteristics
Attributes
Lifestyles
Skills
Traits

Conclusion:
________________________________________________________
________________________________________________________
________________________________________________________
14

________________________________________________________
________________________________________________________
_______________________

Transfer
After performing the activities on the importance of PECs, lets
determine how much you have learned. Perform task 6 to determine how well
you have understood the lesson.
Task 6: Preparation of a Plan of Action
Directions: Use in a separate sheet of paper / in your notebook the
information generated from task 5 (Interview) and prepare an
action plan that indicates alignment of your PECs to the PECs
of a successful entrepreneur in Agricultural Crops Production
(Horticulture) NC II in your province.

Objective

Area

Activities

Strategies

Time
Frame

Expected
Outcome

To align my Characteristics
PECs
with
the PECs of
a successful
entrepreneur
Skills
in
Agricultural
Crops
Production
(Horticulture) Attribute
NC II

Traits

15

Task 7: Essential Questions

Direction: Read and study the following questions below. You may use a
separate sheet of paper or your notebook to write your answers.
1. Why is there a need to compare and align your PECs with the PECs of
a successful entrepreneur?
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
______________________________________________.
2. How does your action plan help sustain your strong PECs and/or
address your development areas?
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
______________________________________________.
3. What plan of action would you do to address your development areas?
________________________________________________________
________________________________________________________
________________________________________________________
________________________.
FEEDBACK
Pre/Post Assessment
1.
2.
3.
4.
5.

E
K
H
A
J

6. B
7. C
8. I
9. D
10. F

16

ENVIRONMENT AND MARKET (EM)

Content Standards

Performance Standards

The
learner
demonstrates
understanding of environment and
market in
Agricultural Crops
Production (Horticulture) NC II in
ones province.

The learner independently creates a

business vicinity map reflective of
potential market in Agricultural
Crops Production (Horticulture) NC
II in a province.

Quarter I
4 hours

Time Allotment:

Module 2
Environment and Market
Introduction
Aspiring entrepreneur need to explore the economic, cultural, and
social conditions prevailing in an area. Needs and wants of the people in a
certain area that are not met may be considered business opportunities.
Identifying the needs of the community, its resources, available raw materials,
skills, and appropriate technology can help a new entrepreneur seize
business opportunities.
To be successful in any kind of business venture, potential
entrepreneurs should look closely at the environment and market. They
should always be watchful of existing opportunities and constraints, and to
take calculated risks. The opportunities in the business environment are
factors that provide possibilities for a business to expand and make more
profit. Constraints, on the other hand, are factors that limit business growth,
hence reduce the chance of generating profit. One of the best ways to
evaluate opportunities and constraints is to conduct a Strengths,
Weaknesses, Opportunities and Threats (SWOT) Analysis.
SWOT Analysis is a managerial tool used to assess the environment. It
is used to gather important information which is then used in strategic
planning. Strengths and weaknesses are internal in an organization. They
relate to resources owned by an organization that you have control over and
also the extent of its marketing.
17

Opportunities and threats exist in the external environment.

Opportunities relate to the market, new technologies, and the external factors
such as government policies, climate, and trends. Threats replace what the
competitors are doing. It also includes legal and other constraints.
Now that you have read some important considerations to explore to
be successful in any business, you are now ready to explore more about the
environment and market.
To begin with, lets find out the competencies that you will master as
you finish this module.
Objectives
At the end of this module, you are expected to:

identify what is of value to the customer,

identify the customer to sell to,
explain what makes a product unique and competitive,
apply creativity and innovative techniques to develop marketable
products, and
employ a unique selling proposition (USP) to a product and/or
service.

Now that you have an idea about the things you will learn, take the first
challenge in this module the pre-assessment.

Pre-assessment
Task 1: Multiple Choice
DIRECTIONS: Choose the letter of the best answer. Write your answer on a
separate sheet of paper.
1. It is generated by examining the goods and services sold in the
community.
A. business creation
C. business concept
B. business pricing
D. business idea
2. It is a process of making new products which will be sold to the
customers.
18

A. product analysis

3.

4.

5.

6.

7.

C. product
development
B. product conceptualization
D. product
implementation
These are luxuries, advantages and desires that every individual
considers beyond necessary.
A. wants
C. requirements
B. desires
D. needs
It is a factor or consideration presented by a seller as the reason that a
product or service is different from and better than that of the
competition.
A. unique selling plan
C. unique pricing
policy
B. unique selling proposition
D. finding value-added
A stage in which the needs of the target market are identified,
reviewed, and evaluated.
A. concept development
C. project development
B. economic analysis
D. refine specification
It is the introduction of new ideas to make the product and services
more attractive and saleable to the target customers.
A. new idea
C. product development
B. creativity
D. innovation
It is a managerial tool used to assess the environment and to gather
important information that can be used for strategic planning.
A. scanning
C. WOTS Analysis
B. SWOT Analysis
D. survey analysis

8. It is creating names, symbol, or designs that identifies and

differentiates a product from the other products.
A. product naming
C. branding
B. unique selling proposition
D. tagline
9. It is a meaningful and unforgettable statement that captures the
essence of the brand.
A. product naming
C. branding
B. unique selling proposition
D. tagline
10. These are things that people cannot live without.
A. wants
C. requirements
B. desires
D. needs

19

Task 2: Guide Questions:

Directions: Read and study the guide questions below. Use a separate
sheet of paper to write your answer.
1. How does one determine the product or services to be produced
and/or to be provided to the target customers?
________________________________________________________
________________________________________________________
________________________________________________________
2. How does one select an entrepreneurial activity?
________________________________________________________
________________________________________________________
________________________________________________________
3. When can one say that a certain product has value?
________________________________________________________
________________________________________________________
________________________________________________________
4. Does applying creativity to your product or services important? Why?
________________________________________________________
________________________________________________________
________________________________________________________

5. How can one effectively respond to the needs of the target customer?
________________________________________________________
________________________________________________________
________________________________________________________
6. From the viewpoint of business owner, discuss the importance of
scanning the environment and market in generating business ideas.
________________________________________________________
________________________________________________________
________________________________________________________

20

7. Using self-assessment, explain the level of your confidence in

formulating a business idea.
8. ________________________________________________________
________________________________________________________
________________________________________________________

After all the guide questions are answered and skills have been mastered,
with your classmates. Discuss your insights, personal knowledge, and
relevant experiences on the topic to make it more exciting and engaging.

Learning Goals and Target

After reading and understanding the objectives of this module and
having gone through the pre-assessment and guide questions, you will be
asked to set your own personal goals. These goals will urge you to further
achieve the ultimate objective of this module. In the end, these goals will
motivate you to learn more about environment and market.

Goals and
Targets

Learning
Activities

Ultimate Goal

Figure 2: Strategic process to reach the objectives of this module

Reading Resources and Instructional Activities
After setting your own personal goals and targets in achieving the
objectives of this module, you will have the opportunity to read and learn
more about environment and market. You will also be given a chance to do
practical exercises and activities to deepen your understanding of the topic.

21

Know
Product Development
Product Development
When we talk of product development, we are referring to a process of
making a new product to be sold by a business or enterprise to its customers.
Product development may involve modification of an existing product or
its presentation, or formulation of an entirely new product that satisfies a
newly-defined customers needs, wants and/or a market place.
The term development in this module refers collectively to the entire
process of identifying a market opportunity, creating a product to appeal to
the identified market, and testing, modifying, and refining the product until it
becomes ready for production.
There are basic, yet vital questions that you can ask yourself about
product development. When you find acceptable answers to them, you may
now say that you are ready to develop a product and/or render services.
These questions include the following:
1.
2.
3.

For whom are the product/services aimed at?

What benefit will the customers expect from product/service?
How will the product/service differ from the existing brand? From
its competitor?

In addition, needs and wants of the people within an area should also
be taken into big consideration. Everyone has his/her own needs and wants.
However, each person has different concepts of needs and wants. Needs in
business are the important things that an individual cannot live without in a
society. These include:
1.
2.
3.
4.

basic commodities for consumption,

clothing and other personal belongings,
shelter, sanitation and health, and
education.

Basic needs are essential to an individual to live with dignity and pride
in a community. These needs can obviously help you generate business
ideas and subsequently to product development.
22

Wants are desires, luxury and extravagance that signify wealth and
expensive way of living. Wants or desires are considered above all the basic
necessities of life. Some examples of wants or desires are: fashion
accessories, expensive shoes and clothes, travels, eating in an expensive
restaurant, watching movies, concerts, having luxurious cars, wearing
expensive jewelry and perfume, living in impressive homes, among others.
Needs and wants of people are the basic indicators of the kind of
business that you may engage in because it can serve as the measure of
your success. Some other points that might be considered in business
undertakings are the kind of people, their needs, wants, lifestyle, culture and
tradition, and their social orientation.
To summarize, product development entirely depends on the needs
and wants of the customers. Another important issue to deal with is the key
concepts of developing a product. The succeeding topic shall enlighten you
about the procedure in coming up with a product.
Concepts of Developing a Product
Concept development is a critical phase in the development of a
product. In this stage, the needs of the target market are identified, and
competitive products are reviewed before the product specifications are
defined. The product concept is selected along with an economic analysis to
come up with an outline of how a product is being developed. Figure 3 shows
the stages of concept development of a product.
Identify
Customer
Needs

Establish
Target
Specifications

Generate
Product
Concepts

Analyze
Competitive
Products

Select a
Product
Concept

Perform
Economic
Analysis

Refine
Specifications

Plan
Remaining
Development
Project

Concept Development
Figure 3: Stages of Concept Development

23

The process of product development follows the following stages:

1. Identify customer needs: Using survey forms, interviews, researches,
focus group discussions, and observations, an entrepreneur can easily
identify customers needs and wants. In this stage, the information that
can be possibly gathered are product specifications (performance, taste,
size, color, shape, life span of the product, etc.). This stage is very
important because it would determine the product to be produced or
provided.
2. Establish target specifications: Based on customers' needs and
reviews of competitive products, you can now establish target
specifications of the prospective new product and/or services. A target
specification is essentially a wish-list.
3. Analyze competitive products: It is imperative to analyze existing
competitive products to provide important information in establishing
product or service specifications. Other products may exhibit successful
design attributes that should be emulated or improved upon in the new
product or service.
4. Generate product concepts: After having gone through with the
previous processes, you may now develop a number of product
concepts to illustrate the types of products or services that are
technically feasible and will best meet the requirements of the target
specifications.
5. Select a product concept: Through the process of evaluation between
attributes, a final concept is selected. After the final selection, additional
market research can be applied to obtain feedback from certain key
customers.
6. Refine product specifications: In this stage, product or services
specifications are refined on the basis of input from the foregoing
activities. Final specifications are the result of extensive study, expected
service life, projected selling price among others are being considered in
this stage.
7. Perform economic analysis: Throughout the process of product
development, it is very important to always review and estimate the
economic implications regarding development expenses, manufacturing

24

costs, and selling price of the product or services to be offered or

provided.
A. Plan the remaining development project: In this final stage of concept
development, you can prepare a detailed development plan which
includes list of activities, necessary resources and expenses, and
development schedule with milestones for tracking progress.

Finding Value
People buy for a reason. There should be something in your product or
service that would give consumers a good reason to go back and buy more.
There must be something that will make you the best option for target
customers; otherwise, they have no reason to buy what you are selling. This
implies further, that you offer something to your customers that will make
them value your product or service.
The value you incorporate in your product is called value proposition.
Value proposition is a believable collection of the most persuasive reasons
why people should notice you and take the action youre asking for. It is what
gets people moving, what makes people spend for your product or service.
Innovation
Innovation is the introduction of something new in your product or
service. This may be a new idea, a new method, or a new device. If you want
to increase your sales and profit, you must innovate. Some of the possible
innovations for your products are change of packaging, improvement of taste,
color, size, shape, and perhaps price. Some of the possible innovations in
providing services are application of new and improved methods, additional
featured services, and possibly freebies.
Unique Selling Proposition (USP)
Unique Selling Proposition is the factor or consideration presented by a
seller as the reason that one product or service is different from and better
than that of the competition. Before you can begin to sell your product or
service to your target customers, you have to sell yourself in it. This is
especially important when your product or service is similar to your
competitors.

25

USP requires careful analysis of other businesses' ads and marketing

messages. If you analyze what they say or what they sell, not just their
product or service characteristics, you can learn a great deal about how
companies distinguish themselves from competitors.
Here's how to discover your USP and how to use it to increase your sales and
profit:

Use empathy: Put yourself in the shoes of your customers. Always

focus on the needs of the target customers and forget falling in love
with your own product or service. Always remember, you are
making/providing this product not for yourself but for the target
customers to eventually increase sales and earn profit. Essential
question such as what could make them come back and ignore
competition should be asked to oneself. Most possible answers may
be focused on quality, availability, convenience, cleanliness, and
reliability of the product or service.

Identify customers desires. It is very important for you to understand

and find out what drives and motivates your customers to buy your
product or service. Make some effort to find out, analyze and utilize the
information that motivates the customers in their decision to purchase
the product or service.
Discover customers genuine reasons for buying the product.
Information is very important in decision making. A competitive
entrepreneur always improve their products or services to provide
satisfaction and of course retention of customers. As your business
grows, you should always consider the process of asking your
customers important information and questions that you can use to
improve your product or service.

Process

To enhance your understanding of the topic previously presented, you

will be tasked to form a group and arrange an interview with a successful
entrepreneur or practitioner. You have to document this interview and present
this to the whole class for reflection and appreciation.
26

Task 3: Interview
Directions: Select a successful entrepreneur or practitioner. Conduct an
interview using the set of questions below. Document the interview and
present it to the class. Use a separate sheet of paper.
1. How did you identify your customers?
________________________________________________________
________________________________________________________
________________________________________________________
2. What were your considerations in selecting your customers?
________________________________________________________
________________________________________________________
________________________________________________________
3. Explain how your product or service became unique to other products.
________________________________________________________
________________________________________________________
________________________________________________________
4. Did you consult somebody before you engaged in this business?
Cite / give sample insights that you gained from the consultation.
________________________________________________________
________________________________________________________
________________________________________________________
5. What were your preparations before you started the actual business?
________________________________________________________
________________________________________________________
________________________________________________________
6. What creative and innovative techniques did you adapt in the
development of your product or service? What was the effect of the
innovative techniques to the sales and profits of your business?
________________________________________________________
________________________________________________________
________________________________________________________
7. What strategy did you consider to create a unique selling proposition to
your product or service?
8. ________________________________________________________
________________________________________________________
________________________________________________________
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9.

Reflect and Understand

Task 4: Browsing the Internet
Directions: To deepen your understanding of the lesson, perform the
following tasks:
1. Browse the internet and view the topics related to:
a. customers needs and wants
b. techniques in identifying customers needs and wants
c. creativity or innovations in products and services
d. unique selling proposition
e. product development
2. Prepare a short narrative report about these topics and discuss it to the
class. You can highlight the aspect that intensifies your knowledge of
product development.

Transfer
Task 5: Product Conceptualization
Directions: In a separate sheet of paper or in your notebook. Develop your
own concept of your product or service by using the figures on this page. Use
bullets in every stage of product conceptualization in listing important key
ideas.
1. Identify
Customers Need

7. Prepare a
Development Plan

6. Refine Product
Specification
----

2. Target
Specifications

3. Analyze a
Competitive
Product
-

28

Know

5. Select A product
Concept

4. Generate Product
Concept

The process of developing

and generating
a business idea is not a
simple process. Some people
come up with a bunch
of business ideas that
are not really feasible. There are two problems that arise; first is the
excessive generation of -ideas that can forever remain as a dreaming stage
and the second is when they dont have ideas and dont want to become
entrepreneurs.

The most optimal way is to have a systematic approach in generating

and selecting a business idea that can be transformed into a real business.
Here are some basic yet very important considerations that can be used to
generate possible ideas for business:
1. Examine existing goods and services. Are you satisfied with the
product? What do other people who use the product say about it? How
can it be improved? There are many ways of improving a product from the
way it is made to the way it is packed and sold. You can also improve the
materials used in crafting the product. In addition, you can introduce new
ways of using the product, making it more useful and adaptable to the
customers many needs. When you are improving the product or
enhancing it, you are doing an innovation. You can also do an invention
by introducing an entirely new product to replace the old one.
Business ideas may also be generated by examining what goods and
services are sold outside the community. Very often, these products are
sold in a form that can still be enhanced or improved.
2. Examine the present and future needs. Look and listen to what the
customers, institutions, and communities are missing in terms of goods
and services. Sometimes, these needs are already obvious and identified
right away. Other needs are not that obvious because they can only be
identified later on, in the event of certain development in the community.
29

For example, a province will have its electrification facility in the next six
months. Only by that time will the entrepreneur could think of electricallypowered or generated business such as photo copying, computer service,
digital printing, etc.
3. Examine how the needs are being satisfied. Needs for the products
and services are referred to as market demand. To satisfy these needs is
to supply the products and services that meet the demands of the market.
The term market refers to whoever will use or buy the products or
services, and these may be people or institutions such as other
businesses, establishments, organizations, or government agencies.
There is a very good business opportunity when there is absolutely no
supply to a pressing market demand.
Businesses or industries in the locality also have needs for goods and
services. Their needs for raw materials, maintenance, and other services
such as selling and distribution are good sources of ideas for business.
4. Examine the available resources. Observe what materials or skills are
available in abundance in your area. A business can be started out of
available raw materials by selling them in raw form and by processing and
manufacturing them into finished products. For example, in a copraproducing town, there will be many coconut husks and shells available as
waste products. These can be collected and made into coco rags or
doormats and charcoal bricks and sold profitably outside the community.
A group of people in your neighborhood may have some special skills that
can be harnessed for business. For example, women in the Mountain
Province possess loom weaving skills that have been passed on from one
generation to another. Some communities set up weaving businesses to
produce blankets, decorative, and various souvenir items for sale to
tourists and lowlanders.
Business ideas can come from your own skills. The work and experience
you may have in agricultural arts, industrial arts, home economics, or ICT
classes will provide you with business opportunities to acquire the needed
skills which will earn you extra income should you decide to engage in
income-generating activities. With your skills, you may also tinker around
with various things in your spare time. Many products are invented this
way.
30

Read magazines, news articles, and other publications on new

products and techniques or advances in technology. You can pick up
new business ideas from magazines such as Newsweek, Readers Digest,
Business Magazines, Go Negosyo, Know About Business (KAB) materials,
and Small-Industry Journal. The Internet also serves as a library where you
may browse and surf on possible businesses. It will also guide you on how to
put the right product in the right place, at the right price, and at the right time.
Key Concepts of Selecting a Business Idea
Once you have identified business opportunities, you will eventually
see that there are many possibilities available for you. It is very unlikely that
you will have enough resources to pursue all of them at once.
You have to select the most promising one among hundreds of ideas.
It will be good to do this in stages. In the first stage, you screen your ideas to
narrow them down to about few choices. In the next stage, trim down the
choices to two options. In the final stage, choose between the two and
decide which business idea is worth pursuing.
In screening your ideas, examine each one in terms of the following
guide questions:
1. How much capital is needed to put up the business?
2. Where should the business be located?
3. How big is the demand for the product? Do many people need
this product and will continue to need it for a long time?
4. How is the demand met? Who are processing the products to
meet the needs (competition or demand)? How much of the need
is now being met (supply)?
5. Do you have the background and experiences needed to run this
particular business?
6. Will the business be legal and not against any existing or
foreseeable government regulation?
7. Is the business in line with your interest and expertise?
Your answers to these questions will be helpful in screening which
ones among your many ideas are worth examining further and worth
pursuing.

31

Branding
Branding is a marketing practice of creating a name, a symbol or
design that identifies and differentiates product or services from the rest. It is
also a promise to your customers. It tells them what they can expect from
your product or service and it differentiates your offerings from other
competitors. Your brand is derived from who you are, who you want to be and
what people perceive you to be.
Branding is one of the most important aspects in any business. An
effective brand strategy gives you a major edge in increasingly competitive
markets.
A good product can:
- deliver message clearly,
- confirm credibility,
- connect to target prospect,
- motivate buyers, and
- concretize user loyalty.
Here are simple tips to publicize your brand:
.

Develop a tagline. Write a statement that is meaningful,

impressive, and easy to remember to capture the essence of your
brand.

Design a logo. Create a logo symbolic of your business and

consistent with your tagline and displace it strategically.

Write a brand message. Select a key message to communicate

about your brand.

Sustain a brand quality. Deliver a promise of quality through

your brand.

Practice consistency. Be reliable and consistent to what your

brand means in your business.

32

Process

In generating a business idea, you should first identify the type of

business suited to your business idea. You should analyze and scan the
potential environment, study the marketing practices and strategies of your
competitors, analyze strengths, weaknesses, opportunities, and threats in
your environment to ensure that the products or services you are planning to
offer will be patronized and within easy reach of target consumers.
How to conduct SWOT Analysis:

Be realistic about the strengths and weaknesses of your business

when conducting SWOT Analysis.

SWOT Analysis should distinguish between where your business is

today, and where it can be in the future.
SWOT Analysis should always be specific. Avoid any gray areas.
Always apply SWOT Analysis in relation to your competition,
i.e. better than or worse than your competition.
Keep your SWOT Analysis short and simple. Avoid complexity and
over analysis.

SWOT Analysis is subjective.

Task 6: SWOT Analysis

Directions: In a separate sheet of paper or in your notebook list down
all your observations for your business idea. Categorize your observations
according to strengths, weakness, opportunities and treats. After carefully
listing them down, use the stated strategies to come up with a sound analysis,
activities and best business idea.

Strength (S)
-

Weaknesses (W)
33

Opportunities (O)

Threats (T)
-

Strategies:

SW - Maximize on the Strengths to overcome the internal Weakness.

OW - Capitalize on the Opportunities to eliminate the internal
Weakness.

ST
OT

- Maximize on your Strengths to eliminate the external Threats.

- Take advantage of the available Opportunities to eliminate the
external Threats.

Analysis:
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

Activities:
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

My Best Business Idea:

34

Reflect and Understand

To deepen your understanding of the topics previously discussed, you

will be asked to perform the following activities:
Task 7: Extra Reading and Video Viewing
Reading books and watching videos have been considered as some of
the most effective educational activities that can help learners broaden their
understanding on a certain topic. In this particular task, you will be asked to
conduct extra reading and video viewing on the Internet with the following
topics:
A. Steps in selecting a business idea
B. Criteria of a viable business idea
C. Benefits of a good brand
D. Ways on developing a brand
After successfully performing the assigned task, make a narrative
report about it and share it with the class.

35

Transfer
Task 8: Designing a Logo
Directions: In a separate sheet of paper or in your notebook draw a logo that
you will use in your business. Provide a simple statement to describe your
logo.

Logo

Tagline

Task 9: Making My Own Vicinity Map

Directions: In a separate sheet of paper or in your notebook draw a vicinity
map reflective of potential market in Agricultural Crops Production
(Horticulture) in your province. Provide a simple statement to describe your
map.

Vicinity Map

36

Feedback
1. C
2. C
3. C
4. B
5. B
6. D
7. D
8. B
9. C
10. D
11. C

37