PAMANTASAN NG LUNGSOD NG MAYNILA

(University of the City of Manila)

PLM BUSINESS SCHOOL
General Luna Street corner Muralla Street
Intramuros, Manila, Philippines

Tourism Management and Hospitality Management Departments

BUSINESS PLAN

In Partial Fulfillment of the Course

Tourism and Hospitality Management
First Semester AY 2020-2021

Submitted to:
Prof. Mary Orinne D. Ramos, MA Ed.

Submitted by:
Marketing Era

Members
Aleeyah Anne P. Estrada
Hazel June B. Etorne
Dessery M. Francisco
Rhaiya O. Francisco
Rhocel F. Francisco
Jian Rhazell I. Flores
Gerardine Anne A. Garcia
Yvetlana Ingrid A. Garcia
Micaella Michael F. Geñoso
Vaste Amor E. Padilla
BUSINESS PLAN

ESKAPE

February 19, 2021

ESKAPE

TABLE OF CONTENTS

Executive Summary ………………………………………………………………… i

Section One: The Business
a. Description of Business
b. Products/Services
Section Two: The Marketing Plan
a. Market Analysis
b. Marketing Environment
c. Target Market
d. Marketing Mix
e. SWOT Analysis
f. Matching Strengths to Opportunities/Converting Weaknesses and Threats
g. Your Market and Competition
h. Marketing Implementation
 Marketing Organization
 Activities, Responsibility, and Timetables for Completion
i. . Evaluation and Control
 Performance Standards and Financial Controls
 Monitoring Procedures

Section Three: Management and Operations

a. Personnel
b. Operational Plan
c. Location of Business Operation

Section Four: Financial Data

A. Projected Financial Statements
- Income Statements
- Cash Flow Statements
- Balance Sheets
-Assumptions to Projected Financial Statements
B. Break Even Analysis
C. Sources and Uses of Funds
Executive Summary

Eskape coffee shop is a place where people can have their coffee while

having a Filipino-culture vibe that is located along Roxas Boulevard corner Padre

Faura in front of Manila bay. The name Eskape originally came from 'escape',

Eskape provides services that will satisfy the customers with a unique twist. The

Eskape offer locally made coffees together with the bread and pastries that are

originated from Philippines. Eskape aims to present the Filipino culture while serving

the customers and is a comfortable place to meet with friends or read a book, all in

one.

Section One: The Business

A. Description of Business

The "Eskape" coffee shop is a start-up business corporation. The Filipino

style theme is the specialty of the coffee shop. The business was founded by 10

people who have a dream and goal to build their own successful coffee shop. The

right people who value the essence of coffee to build a coffee shop in the industry.

The coffee shop has a financial target to reach ₱7,000,000 sales in the next year

after it was established.

The objective of "Eskape" is to promote Filipino coffee product and to have

some entertainment to increases sales, and appeal to a more artistic crowd. To be a

go-to place of people who want to relax and enjoy their leisure time, also to be a

hangout place for students and office space for the digital workers.

Mission: To build a coffee shop that provides a various coffee together with

bread and pastries that is locally made and originated in Philippines while having a

Filipino vibe feels along with the relaxing ambiance that can make their stay

worthwhile.
 Vision: To become the well-known coffee shop in the world where anyone will

remember our great services and a good quality of coffee.

B. Product/Services

We offer various types of coffee beans Liberica or also known as Barako

beans, Arabica, Robusta and Excelsa. These products are originally made

here in the Philippines and these will surely be loved by the customers. These

breads and pastries are the food that we used to see at the bakeries or

panaderia. These customers will also bring back to their memories during

their childhood days when they used to eat this kind of foods. Eskape provide

Wi-Fi, convenient and comfortable furniture of our place, board games and

books for the customer's entertainment.

Section Two: The Marketing Plan

A. Market Analysis

Eskape is a small start-up business that built three-floor café. In manila bay

area and this Native Filipino style café has a same few style in manila area like

Kapetolyo coffee shop. This coffee shop is accommodating all gender and ages

specially students and working people. As the sales of the business is 4 million to our

business and the entire market is 10 million, therefore the 5 – 10 % of the entire

market of the Eskape coffee shop has and as the present opportunities of this

business will grow after 1-2 years and Eskape coffee shop is going to increase 30 -

40 % after 1-2 years in the future. The difference of this coffee shop to other shop

they are serving local Filipino delicacy and only native style coffee drinks both hot

and cold and the coffee beans we are getting is around CALABARZON area.

B. Marketing Environment

1. Competitive forces. The "Eskape" coffee shop is a start-up business corporation

by 10 people who have a dream and goal to build their own successful coffee
 shop. Wherein we all knew that coffee is taken as one of the most liked

beverages and consumed all over the world in different places. Our main coffee

beans and our goal to be the best choice is the Barako coffee beans among the

other choices which are the arabica, robusta, and excelsa coffee beans that we

also offer. Our coffee shop also offers bread and pastries that have

characteristics of Filipino native theme.

2. Economic forces. The Eskape is a place that can give a customer a tranquil

feeling while sipping our coffee and partnered with our pastries that will give you

satisfaction within our product. Eskape is to promote Filipino coffee products,

serve people with our best and have some entertainment to increases sales, and

appeal to a more artistic crowd. To be a go-to place for people who want to relax

and enjoy their leisure time, also to be a hangout place for students and office

space for the digital workers.

3. Political forces.

Bureau of Internal Revenue (BIR)

Minimum wage owners are exempted from tax.

Implementation of the Tax Reform for Acceleration Inclusion (TRAIN) Law.

Republic Act No. 1063

The legality of papers and business permits that allows the business to sell in

the marketplace.

Proves that the business is in legal terms and proper validation.

4. Legal and regulatory forces.

Consumer Protection Legislation

 Protection against hazards to health and safety

 Protection against deceptive, unfair, and unconscionable sales acts and

practices

 Involvement of consumer representatives in the formulation of social and

economic policies

Regulatory Agency
  Food and Drug Administration

 Occupational Safety and Health Administration

5. Technological forces There is no doubt that society is continually changing. The

food or drink tastes and fashions are a great example of this change. One of the

most significant differences in the growing popularity of social media. Nowadays,

electronic retail and online store can reach through mobile phones. But still,

Eskape itself provides a place that you would want to visit again and be a way to

escape the stress within your day it may be in school, work of personal problems.

From the word escape, Eskape is a place where you can escape, and you can

work on your workloads effectively with no disturbance because of its ambiance.

6. Sociocultural forces. Coffee gives people an unrealistic expectation of

productivity within the day. With coffee being a mainstay of many individuals’ day-

to-day life, it’s hard to imagine a future where the coffee industry doesn’t thrive.

The Eskape coffee shop is not only for tourists and customers with leisure time,

Eskape is also for a productive and friendly place that provides a convenient

place that gives them peace of mind to think properly for their works while

enjoying the place. Eskape assure that customers will enjoy and appreciate the

ambiance, services, and as wells as the Filipino drinks and food that is originated

from the Philippines.

C. Target Market

Eskape focuses on local communities who are seeking for a go-to place

where they can somehow escape the everyday stresses of life, looking for a

place of comfort, warmth and space while having a Filipino-culture vibe such as

the interior and the locally made coffees together with breads and pastries that

we serve. Eskape assures that customers will enjoy and appreciate the place,

services, and the best quality of coffee & snacks that is originated here in the

Philippines. To be more specific, here is our target market:

 Demographic segmentation – Eskape welcomes anyone who wants to

experience a Filipino-culture vibe coffee shop regardless of their age, gender,

race, ethnicity etc.

Geographic segmentation – Eskape is located along Roxas Boulevard

corner Padre Faura in front of Manila Bay which provides services that will

surpass the customer’s expectation and offers the best quality of locally made

coffees together with breads and pastries that are originated from the

Philippines.

Psychographic segmentation – The target customers of Eskape will surely

have an amazing experience since we provide the best quality of service and

locally made products at a reasonable price.

D. Marketing Mix
PRODUCT

 Our Eskape coffee shop offers a broad choices of coffee drinks either it is hot or

cold. Our main coffee beans and our goal to be the best choice is the barako

coffee beans among the other choices which is the arabica, robusta and excelsa

coffee beans that we also offer. Our coffee shop also offers bread and pastries

that has characteristics of Filipino culture. Some best offer for bread and pastries

are: Pandesal, Ensaymada, Kababayan, Pinagong, Pianono, Egg pie and Buko

pie. The combination of our products makes a perfect any time of the daybreak of

your favorite cup of coffee.

PRICE

 Average price for the coffee is around ₱100 only. For additional mix and special

flavors, it will cost only up to ₱250 at most. We are also selling our bread and

pastries at budget friendly prices. It is suitable and favorable for the students and

workers who have average pocket money and wages. We offer a product at
 prices reasonable enough to choose our coffee shop for your friend and business

meet ups, break for the day and stroll stop shop.

PLACE

 The Eskape coffee shop is located along Roxas Boulevard corner Padre Faura in

front of Manila Bay where it is a famous tourist spot for both Filipino and foreign

tourists. Our place is accessible for students, workers, and tourist. We are leasing

on a three floors commercial building with 240 square meters. The place gives a

fresh, comfortable, and calm vibes as it has a wide parking lot and is in front of

the manila bay. Our coffee shop has native Filipino theme, a perfect place for the

customers to have their leisure time and feel the essence of Filipino culture.

PROMOTION

 We offer discounts daily on our products at limited time only. We also offer

promos on holidays. One of our main goal to improve our promotion is the eye

appealing and share worthy Filipino theme of our coffee shop resulting to a

consumer generated marketing. We encourage the customers to share about

their experience with us on social media after we serve our best and make them

feel good moments with us.

E. SWOT Analysis
Strengths

 Products are high-quality and more affordable than most.

 Packaging appeals to all demographics

 Cozy and relaxing atmosphere

 Strong customer service culture

 Sustainable operation

Weaknesses

 Facing competition from several established brands

  Difficult to make a name.

 Staff needs more training.

 Manual system

 Less market shares.

Opportunities

 Increase the target geographic area.

 Innovation and new techniques

 Advertisement to build brand awareness.

 Better costumer experience

 Increase product line.

Threats

 The fluctuating price of ingredients

 Strong competition from other cafés

 Low price of competitors

 High renting expense

 Difficult to maintain cash flow.

F. Matching Strength to Opportunities/Converting weakness and Threats.

Opportunities Threats

 Innovation and New  Strong competition from

Techniques other cafés.

 Advertisement to build  Low price of competitors

brand awareness.  Difficult to maintain cash

 Better Customer flow.

 Experience

Strengths Strength-Opportunities Strength-Threats

 Packaging appeal to all Strategies Strategies

demographics.  Develop and apply the  Produce strong and

 Products are high-quality new techniques to create distinct packaging that

and more affordable good packaging that will will make Eskape

than other existing cafés. leave a trademark and remembered by the

 Cozy and relaxing attract the customers. customers together with

atmosphere.  Create an advertisement its product and services.

that features the  Offer a good quality of

products along with its products in a lower

good qualities that build affordable price.

brand awareness.  Giving a good

atmosphere experience

that will make the

customer’s stay

worthwhile and worth the

price.

Weakness Weakness-Opportunity Weakness-Threats

 Facing competition from Strategies Strategies

several established  Applying the new  Build a good quality

brands. techniques to innovate product with affordable

 Difficult to make a name. the product and services prices that makes the

 Staffs need more offered to stand out from Eskape stands out and

training. the other existing distinct from the

brands. competitors.

 Create a remarkable  Establish a best and

advertisement to sustainable service of

 introduce the brand and staffs and employees to

make it known. make the customers

 Developing the new come back and make

techniques to improve their stay worth it.

staff’s services to  Consistent coming back

provide best experience. of customers enable the

earnings and finances to

continuously flow and

grow.

G. Market and Competition

Eskape Starbucks Coffee Bean

Drinks Drinks Drinks

 Hot Coffee  Espresso  Espresso

 Iced Blended  Tea  Tea

Product Coffee  Chocolate  Chocolate

 Frappes  Frappucino  Frappucino

 Hot  Freshly  Freshly

Chocolate Brewed Brewed

Coffee Coffee

Breads &  Tea Latte

Sandwhiches Cake

Breads & Pastries Sandwhiches

Pasta

Salad

Breakfast Set

 PHP100 –  PHP100 –  PHP115 –

 120 195 205

Price  PHP35 - 250  PHP195  PHP225 –

/ PHP1550 – 295

1950  PHP195 –

 PHP65 - 95 295

 PHP225 –

255

 PHP155 -

295

Counter Service / Counter Service / Counter Service /

Service Take -Out Take -Out Take -Out

H. Marketing Implementation

a) Marketing Organization

Eskape is a business that has selected products and wishes to focus on how

to improve those products and services to its full potential and to achieve that,

the company has decided to divide all of its business activities into groups

that can concentrate on the specialized area. The functional organization

structure is used to have various groups such as: a.) Product development,

b.) Sales and Marketing, c.) Accounting & Finance d.) Human resources and

e.) Operations, relaying their expertise to the top manager. This strengthens

each department’s specialization, improving the communication of each

department with each other and minimizing the cost of operation.

b) Activities, Responsibility, and Timetables for Completion

 On Jan. 1, establishing of ideas and brainstorming for the business lead

all by the Proprietor unless stated otherwise. The company researches

the competition and doing an in-depth analysis on what the company can
 offer, for who the company aims to provide services for. Choosing the

Location for the shop is tackled.

 On Jan. 12, creates different departments: Product development, Sales &

Marketing, Accounting & Finance, Human Resources, and Operations.

Has assigned a department head that will monitor each division.

Discusses the roles of the department and divides the tasks for each

department.

 On Jan. 13, the Human Resources department will have recruited people

for each department.

 By Feb. 10, the Product Development department researched different

products that the company can offer, exploring various products that can

be included for the shop, collaborating with the Operations department

find a supplier for the material needed in the Coffee Shop and the Sales &

Marketing department to settle possible prices for the products.

 By Feb. 27, The Operations Department scouts and settles the equipment

to be used. The Accounting & Finance Department sets the budget for the

costs.

 By Mar. 15, The Sales & Marketing department readies the social media

of the shop. They announce the opening of the coffee shop using

advertisements and flyers. The costs are agreed by the Accounting &

Finance Department.

 On Mar. 31, the opening of the coffee shop is launched.

 By April 15, the Product Development Department has done an analysis

on what products are the most profitable and has gathered information

about new product offerings in the shop from surveys from frequent

customers.

 By April 30, the first month of sales are accounted for. The Accounting &

Finance department, together with the product development department,

 cuts the products least profitable and have begun experimenting with the

menu using samples, to evaluate which products can be popular with the

consumers.

 By May 3, the Sales & Marketing department has done analysis about

competitors in the area and has done improvements to the social media

pages of the shop.

 By May 24, the company keeps track of all the records, regularly conducts

meetings to improve the store and continuously does the tasks in the

organization.

I. Evaluation and Control

a) Performance Standards and Financial control

A correlation of the monetary uses with the arrangement objectives will be

remembered for the task report. The accompanying presentation guidelines

and monetary controls are recommended: 

 The total financial plan for the new item exploration, and client review will be

equal to 50 percent of the yearly financial plan for this coming year.

 The breakdown of the cost and expenses on this company will be a 20

percent allotment to the product like food and coffee bean, a 30 percent

distribution to the materials and labor, and a 50 percent to new item usage

and new business advancement.

b) Monitoring Procedures

To analyze the effectiveness of a marketing plan, it is necessary to compare its

actual performance with plan objectives. To facilitate this analysis, monitoring

procedures should be developed for the various activities required to bring the

marketing plan to fruition.

  A continuous review of real and arranged objective will be led each month.

Every faculty will submit their report straightforwardly to the organization

president.

 Every faculty is responsible for figuring out what changes should be made

inside the coffee shop because of the inspection led in its area.

Section Three: Management and Operations

A. Personnel

General Manager: We are looking for a self-motivated and results-driven

General Manager to direct and manage the business activities of our

organization. The General Manager's responsibilities will include the allocation of

budget resources, policy formulation, coordination of business operations,

monitoring and motivation of staff. Successful candidates for this role should

possess excellent communication skills, superior knowledge of business

functions, exceptional budgeting and finance skills and strong leadership skills.

Responsibilities:
 Overseeing daily business operations.
 Developing and implementing growth strategies.
 Training low-level managers and staff.
 Creating and managing budgets.
 Improving revenue.
 Hiring employees.
 Evaluating performance and productivity.
 Analyzing accounting and financial data.
 Researching and identifying growth opportunities.
 Generating reports and giving presentations.

Requirements:

 Degree in Business Management or master’s in business

administration.
 Good knowledge of different business functions.
 Strong leadership qualities.
  Excellent communication skills.
 Highly organized.
 Strong work ethic.
 Good interpersonal skills.
 Meticulous attention to detail.
 Computer literate.
 Proactive nature.

Assistant General Manager: Assistant General Manager (AGM) allows the

General Manager to ensure the day-to-day company activities run smoothly. The

Assistant Manager will draw up weekly schedules, order merchandise, and assist

the General Manager with training, hiring, promotions and planning.

Responsibilities:

 Cooperating with the General Manager and assisting with anything

from project planning to staff management.
 Nurturing positive working relationships with staff.
 Delegating daily tasks.
 Addressing any issues in a timely fashion.
 Supervising staff and controlling merchandise.
 Ensuring company policies and procedures are followed.
 Setting a good example for staff.

Requirements:

 Degree in business administration or similar.

 Great interpersonal and communication skills.
 Strong problem-solving abilities.
 Good observation skills.
 An ability to deliver constructive criticism.
 Computer literate and basic Math skills.
 An ability to identify weaknesses and provide coaching where
necessary.

Human Resource Manager: Human resource managers are supervisors of the

human resources department and insurers of the functions and tasks performed
by the HR team. They are often seen as a link between the management of the

organization and its employees, as their work ranges from consulting strategic

planning with top executives to recruiting, interviewing, and hiring new staff.

Responsibilities:

 Implementing and revising a company’s compensation program

 Creating and revising job descriptions
 Conducting annual salary surveys
 Developing, analyzing, and updating the company’s salary budget
 Developing, analyzing, and updating the company’s evaluation
program
 Developing, revising, and recommending personnel policies and
procedures
 Maintaining and revising the company’s handbook on policies and
procedures
 Performing benefits administration
 Maintaining affirmative action programs
 Overseeing recruitment efforts for all personnel, including writing, and
placing job ads
 Conducting new employee orientations and employee relations
counseling
 Overseeing exit interviews
 Maintaining department records and reports
 Participating in administrative staff meetings
 Maintaining company directory and other organizational charts
 Recommending new policies, approaches, and procedures

Requirements:

 Bachelor’s degree from a four-year college or university or similar

work experience required.
 5+ years of experience in progressively responsible human resource
roles
 3+ years of experience in Labor Relations and Employee Relations
 3+ years of experience in a supervisory role
 PHR/SPHR certification preferred.
Assistant HR Manager: HR Assistant is expected to be a conceptual thinker

with outstanding organizational and time management skills. You must be reliable

and follow instructions accurately with the ability to multitask and acclimatize in a

fast-paced environment. To ensure success, HR Assistants should demonstrate

remarkable conflict management and decision-making skills with a strong

understanding of employee relationships, staff management, payroll and benefits

management. Top candidates will be excellent at problem-solving, efficient in

scheduling and precise in the recruitment process.

Responsibilities:

 Support all internal and external HR related inquiries or requests.

 Maintain digital and electronic records of employees.

 Serve as point of contact with benefit vendors and administrators.

 Assist with the recruitment process by identifying candidates,

performing reference checks, and issuing employment contracts.

 Maintain calendars of the HR management team.

 Oversee the completion of compensation and benefit documentation.

 Assist with performance management procedures.

 Schedule meetings, interviews, HR events and maintain agendas.

 Coordinate training sessions and seminars.

 Perform orientations and update records of new staff.

 Produce and submit reports on general HR activity.

 Process payroll and resolve any payroll errors.

 Complete termination paperwork and exit interviews.

 Keep up to date with the latest HR trends and best practices.

Requirements:

 Bachelor’s degree in Human Resources or related (essential).

 2 years of experience as an HR Assistant (essential).

  Exposure to Labor Law and employment equity regulations.

 Effective HR administration and people management skills.

 Exposure to payroll practices.

 Full understanding of HR functions and best practices.

 Excellent written and verbal communication skills.

 Works well under pressure and meets tight deadlines.

 Highly computer literate with capability in email, MS Office and related

business and communication tools.

 Fantastic organizational and time management skills.

 Strong decision-making and problem-solving skills.

 Meticulous attention to detail.

 Ability to accurately follow instructions.

Administrative Staff: In this position, you will provide administrative and

secretarial support to the Vice-President and the Department. In addition to data

entry, reporting, filing, and scheduling, you will perform tasks such as payroll,

direct mailing coordination and work on specific projects. Other tasks will include

scheduling complex activities, meetings, and events.

Responsibilities:

 Perform basic bookkeeping activities.

 Plan meetings and conference calls and arrange and manage

meetings.

 Take and distribute meeting minutes.

 Maintain electronic and physical files.

 Maintain weekly schedules of employees.

 Organize and provide documents, reports and information.

 Coordinate workspace, computer, and supplies for new employees

with IT department.
  Maintain and reorder office supplies.

 Sort and distribute mail.

 Resolve administrative problems by coordinating preparation of

reports, analyzing data, and finding solutions.

 Respond to emails on behalf of the Vice-President.

 Act as a liaison with other departments and outside agencies,

including other staff such as CEO and President, when directed.

 Work independently and within a team on special projects, which

could include presentations, mailings, or proofreading.

Requirements:

 Minimum of associate degree in business administration.

 Knowledge of accounting and bookkeeping principles.

 Strong English-language skills, including writing, grammar and

spelling.

 Experience with accounting software.

 Personal effectiveness and credibility.

 Data entry with strict attention to detail.

 Keen attention to detail and ability to keep records and files organized.

 Competent collaborator and skilled cross-functional communicator.

 Strong time manager with respect for deadlines.

 Ability to identify errors and solve problems.

 Decisive and critical thinker.

Purchasing/ Procurement Manager: Procurement Managers, also known as

Purchasing Managers, manage a company’s sourcing capabilities and supply

chain. They are responsible for strategizing and negotiating with suppliers and

vendors to acquire the most cost-effective deals and to reduce procurement

expenses.
Responsibilities:

 Developing procurement strategies that are inventive and cost-

effective.

 Sourcing and engaging reliable suppliers and vendors.

 Negotiating with suppliers and vendors to secure advantageous terms.

 Reviewing existing contracts with suppliers and vendors to ensure on-

going feasibility.

 Building and maintaining long-term relationships with vendors and

suppliers.

 Approving purchase orders and organizing and confirming delivery of

goods and services.

 Performing risk assessments on potential contracts and agreements.

 Controlling the procurement budget and promoting a culture of long-

term saving on procurement costs.

 Overseeing and managing the IT systems that track shipments,

inventory, and the supply of goods.

 Preparing procurement reports.

Requirements:

 Bachelor’s degree in supply chain management, logistics, or business

administration.

 Proven experience managing supply chain operations.

 Experience using supply chain management software and tools, including

Oracle, SAP Ariba, and/or Envision.

 In-depth knowledge of preparing and reviewing contracts, invoicing, and

negotiation terms.

 Proficient in Microsoft Office Suite (Word, Excel, Outlook, and Access).

 Management and leadership skills.

  Multi-tasking and time-management skills, with the ability to prioritize

tasks.

 Highly organized and detail oriented.

 Excellent analytical and problem-solving skills.

Food and Beverage Manager: Responsible for planning, controlling, and

ordering food and beverages for a hospitality business. They ensure that orders

are top quality and that they will not run out of anything before the next delivery.

Food and beverage managers must comply with food safety regulations and may

also design the menus.

Responsibilities:

 Designing delicious and attractive menus and continuously making

improvements.

 Forecasting, planning, sourcing, and ordering food supplies for the

kitchen, as well as beverages to stock the bar and fridges.

 Building positive relationships with food and beverage vendors.

 Adhering to the food and beverage budget.

 Managing daily food and beverage operations.

 Following food and safety regulations.

 Maintaining positive customer relationships, processing complaints,

and responding to customer needs.

 Assisting with marketing events.

 Creating and enforcing restaurant policies, targets, and KPIs.

 Hiring, training, and managing food and beverage staff.

Requirements:

 Minimum of four years' experience in the hospitality industry, with an

emphasis on food and beverages.

 Culinary or food service management degree may be advantageous.

 In-depth knowledge of the food industry.

  Strong working knowledge of related computer software, including

restaurant management software.

 Ability to adhere to budgets and meet financial targets.

 Exceptional organizational, leadership, problem-solving, and

communication skills.

 Ability to forecast food and beverage needs.

 Excellent customer service skills.

 Great delegation skills.

Dining Room Manager: A dining room manager is responsible for overseeing

the operations of restaurants and other dining settings or establishments. The

dining room manager is saddled with the responsibility of scheduling work shifts

for employees, taking into cognizance their personal commitments, as well as

what it entails to function effectively during busier periods.

Responsibilities:

 Monitor every form of service that is being rendered to customers

within the restaurant/establishment.

 Attend to or addresses all customer issues and always maintain

customer satisfaction.

 Make sure that workers adhere to the restaurant’s/establishment’s

operation and/or service standards.

 Oversee inventory of all dining room products and make sure that

cash is readily available to make purchases when there is a shortage

of needed items.

 Help in the recruitment and training of suitable employees within the

restaurant/establishment.

 Make sure that a clean and healthy dining area is always maintained.
  Greet and usher in customers to the dining area and introduce (or

explain if the need arises) all menus to them.

Requirements:

 Excellent communication skills

 Good interpersonal skills and abilities

 Must possess an impressive level of leadership skills and/or qualities.

 Must be willing to work as part of a team or even lead a team if the

need arises.

 Good coordination and organizational qualities

 Good time management skills

 Cleanliness or neatness

 Must understand the rudimentary of customer service and efficient

delivery.

 Ability to pay attention even to the minutest of details.

 A minimum of 3 years relevant work experience as a dining room

manager

 A degree in any hospitality-related field or catering would be highly

welcome.

 Pre-employment assessment tests: The recruitment process for this

job may involve passing certain assessment tests before

consideration for hiring.

General Service Manager: Manages the service department team and handles

customer service interactions, reports, and repairs. The Service Manager

ensures excellent customer service, maintains strong relationships with

customers and third-party vendors and ensures repeat customers.

Responsibilities:
  Delegating and directing service tasks, monitoring the progress of

current projects, and managing service team members to ensure the

team's objectives and sales goals are met.

 Handling customer complaints or concerns quickly and professionally

to maintain good customer relationships and ensure repeat

customers.

 Assisting with or performing administrative tasks, such as managing

and updating invoices, processing new orders, and tracking inventory.

 Setting up and maintaining a service desk and evaluating its

efficiency.

 Resolving service desk problems and improving service methods to

increase the service desk's productivity and customer service.

 Monitoring department issues and client complaints to create methods

to lessen recurring issues.

 Auditing work and customer service to ensure the company's high

standards, efficiency, and productivity goals are met.

 Maintaining strong relationships with manufacturers, dealers, and

Sales Representatives.

 Helping to train new employees in company procedures.

 Maintaining a strong working knowledge of industry regulations,

restrictions, and laws, ensuring the company's adherence to these

regulations, and remaining current on the industry's standards and

new innovations, materials, tools, and processes.

Requirements:

 A Bachelor's degree in Business, Administration, or related field.

 Previous sales and management experience may be advantageous.

 Strong industry knowledge.

  Excellent leadership, communication, sales, and customer service

skills.

 Computer literacy and good organizational skills.

 Strong creative thinking and problem-solving skills.

 The ability to work under pressure and handle stress.

Finance Manager: Financial managers produce financial reports, guide

investments, and create plans and strategies for the long-term financial gain of a

company or organization. They can work at hotels, banks, and insurance

companies, and work closely with the management team.

Responsibilities:
 Provide financial reports and interpret financial information to
managerial staff while recommending further courses of action.
 Advise on investment activities and provide strategies that the
company should take.
 Maintain the financial health of the organization.
 Analyze costs, pricing, variable contributions, sales results, and the
company’s actual performance compared to the business plans.
 Develop trends and projections for the firm’s finances.
 Conduct reviews and evaluations for cost-reduction opportunities.
 Oversee operations of the finance department, set goals and
objectives, and design a framework for these to be met.
 Manage the preparation of the company’s budget.
 Lease with auditors to ensure appropriate monitoring of company
finances is maintained.
 Correspond with various other departments, discussing company
plans and agreeing on future paths to be taken.
Requirements:
 Proven experience as a Financial Manager
 Experience in the financial sector with previous possible roles such as
financial analyst
 Extensive understanding of financial trends both within the company
and general market patterns
 Proficient user of finance software
 Strong interpersonal, communication and presentation skills
  Able to manage, guide and lead employees to ensure appropriate
financial processes are being used.
 A solid understanding of financial statistics and accounting principles
 Working knowledge of all statutory legislation and regulations
 BS/MA degree in Finance, Accounting or Economics
 Professional qualification such as CFA/CPA or similar will be
considered a plus.

Marketing Manager: Marketing managers play a vital role in helping a company to

promote and sell its goods to its clients. They can lead and impact the way a brand

looks and sounds in the market and marketing manager roles can span the full range

of how a business communicates. Discover expert advice on how to excel as a brand

manager and what it takes to advance your career in this fast-paced interest.

Responsibilities

 Develop strategies and tactics to get the word out about our company
and drive qualified traffic to our front door.
 Deploy successful marketing campaigns and own their implementation
from ideation to execution.
 Experiment with a variety of organic and paid acquisition channels like
content creation, content curation, pay per click campaigns, event
management, publicity, social media, lead generation campaigns,
copywriting, performance analysis.
 Produce valuable and engaging content for our website and blog that
attracts and converts our target groups.
 Build strategic relationships and partner with key industry players,
agencies, and vendors.
 Prepare and monitor the marketing budget on a quarterly and annual
basis and allocate funds wisely.
 Oversee and approve marketing material, from website banners to
hard copy brochures and case studies.
 Measure and report on the performance of marketing campaigns, gain
insight and assess against goals.
 Analyze consumer behavior and adjust email and advertising
campaigns accordingly.

Requirements
  Demonstrable experience in marketing together with the potential and
attitude required to learn.
 Proven experience in identifying target audiences and in creatively
devising and leading across channels marketing campaigns that
engage, educate, and motivate.
 Solid knowledge of website analytics tools (e.g., Google Analytics,
NetInsight, Omniture, WebTrends).
 Experience in setting up and optimizing Google Adwords campaigns
 Numerically literate, comfortable working with numbers, making sense
of metrics and processing figures with spreadsheets.
 A sense of aesthetics and a love for great copy and witty
communication
 Up to date with the latest trends and best practices in online marketing
and measurement
 BSc/MSc degree in Marketing or related field

Brand Marketing: Is a person who has marketing responsibilities to develop and

execute marketing programs that increase brand identity and brand awareness of a
company or product.

Responsibilities:

 Researching and analyzing consumer behavior, market trends and

competitor activity.
 Establishing budgets, performance specifications and sales estimates.
 Developing and implementing strategies that resonate with the target
market.
 Planning and executing marketing initiatives including campaigns, events,
sponsorships, and corporate social responsibility programs.
 Building brand awareness and increasing brand value and profitability.
 Increasing product sales and market share.
 Measuring and reporting on campaign performance and assessing KPIs
and ROI.
 Collaborating with different teams such as marketing, creative, legal, etc.
 Overseeing the production of advertisements, promotional materials, and
mail campaigns.
 Ensuring that messaging and marketing activities are aligned with brand
and company values.
Requirements:

 Degree in business, marketing, or related field.

 Previous experience in developing brand and marketing strategies.
 Good communication skills, both verbal and written.
 Previous experience in managing and leading teams.
 Highly organized and perform well under pressure.
 Budget management skills.
 Strong research and analytical skills.

Content Marketing: Increase web traffic and brand awareness through the
marketing of content online. They are responsible for creating "shareable" content,
distributing content on the appropriate platforms, and measuring the results of
marketing activity.

Responsibilities:

 Orchestrating digital content strategies across all online platforms.

 Driving traffic and engagement that translates to sales and brand
promotion.
 Managing a content marketing budget.
 Measuring the results of marketing activity to inform future marketing
campaigns.
 Managing a team of writers, illustrators, and data analysts.
 Implementing SEO best practices.
 Knowing which platform different kinds of content are best suited to.
 Designing and implementing creative marketing strategies to
disseminate content.

Requirements:

 Bachelor's degree in Marketing or related field.

 Experience with online community building.
 Data-driven and highly analytical.
 Proficiency with Google Analytics.
 Proficiency with social media analytics.
 Time management skills.
 Excellent interpersonal skills.
 Excellent written and verbal communication.
 Digital Marketing: In charge of planning and managing marketing campaigns that
promote a company’s brand, products, and services. Their duties include planning
campaigns, analyzing metrics, and identifying trends. They typically have experience
in art direction and social media.

Responsibilities:

 Design and oversee all aspects of our digital marketing department

including our marketing database, email, and display advertising
campaigns.
 Develop and monitor campaign budgets.
 Plan and manage our social media platforms.
 Prepare accurate reports on our marketing campaign’s overall
performance.
 Coordinate with advertising and media experts to improve marketing
results.
 Identify the latest trends and technologies affecting our industry.
 Evaluate important metrics that affect our website traffic, service
quotas, and target audience.
 Work with your team to brainstorm new and innovative growth
strategies.
 Oversee and manage all contests, giveaways, and other digital
projects.

Requirements:

 Bachelor’s degree in Marketing or relevant field.

 A minimum of 5 years’ experience in a digital marketing or advertising
position.
 In-depth knowledge of various social media platforms, best practices,
and website analytics.
 Solid understanding of HTML, CSS, and JavaScript is required.
 Highly creative with excellent analytical abilities.
 Outstanding communication and interpersonal skills.
 Up to date on the latest trends and technologies in digital marketing.

Compensation or Salaries
The positions and monthly salaries of each position are as follows:

Positions Monthly Salaries

General Manager Php 66,570.00
Brand Marketing Php 64,650.00
Finance Manager Php 64,424.00
Assistant General Manager Php 55,770.00
Marketing Manager Php 55,230.00
General Service Manager Php 48,800.00
Human Resource Manager Php 45,030.00
Digital Marketing Php 42,1800.00
Purchasing Manager Php 40,380.00
Assistant HR Manager Php 39,540.00
Content Manager Php 38,100.00
Food and Beverage Manager Php 32,040.00
Dining Manager Php 24, 300.00
Kitchen Manager Php 24,150.00
Administrative Staff Php 22, 100.00
Other Staff Php 20,000.00 – Php 16,110.00

Employee’s Benefits:

Wage and compensations Benefits

1. Employee minimum Wage

2. Overtime Pay
3. Premium Pay

a) Working on Rest day Premium / Working on Special Holiday Premium

Both types of premium follow the same formula: (Hourly rate × 130% × 8
hours)
b) Working on Special Holiday and at the same time Rest day Premium =
(Hourly rate × 150% × 8 hours)
c) Working on Regular Holiday Premium = (Hourly rate × 200% × 8 hours)
d) Working on Regular Holiday and at the same time Rest day Premium =
(Hourly rate × 260% × 8 hours)
 e) Working on a Double Holiday Premium, and Working on a Double Holiday
and at the same time Rest day Premium Both types of premium follow the
same formula: (Hourly rate × 300% × 8 hours)

4. Night Shift Differential

a) Night shift on an ordinary day = (per hour rate × 10% × 8 hours)

b) Night shift on a rest day = (per hour rate × 130% × 10% × 8 hours)
c) Night shift on a regular holiday = (per hour rate × 200% × 10% × 8
hours)
d) Night Shift on Special Holiday = (per hour rate × 130% × 10% × 8
hours)
e) Night Shift on a double holiday = (per hour rate × 330% × 10% × 8
hours)
f) Night Shift on a regular holiday plus rest day = (per hour rate × 260%
× 10% × 8 hours)
g) Night Shift on special holiday plus rest day = (per hour rate × 150% ×
10% × 8 hours)
h) Night Shift on double holiday plus rest day = (per hour rate × 390% ×
10% × 8 hours)

5. 13th Month Pay.

6. Separation Pay

a) 1/2 Month Pay per Year of Service

b) One-Month Pay per Year of Service

7. Retirement Pay

Leave Benefits

1. Service Incentive Leave

2. Parental leaves

a) Maternal
b) Paternal
c) Solo Parent

3. Special Leave Benefits for Women

a) Magna Carta for Women

b) Leave for women and their children who are victims of violence.

4. Bereavement Leave
5. De Minimis Benefits
 Mandatory Government Contributions

1. SSS
2. PhilHealth
3. Pag-IBIG

Management Resource outside the company

The Marketing Department will be controlling the company they are responsible for

promoting a company culture that encourages high performance and high morale, and in

different platforms, such as media and social media, they will also be responsible for

planning to continually improve Eskape.

Eskape Organizational Chart

Proprietor

General
Manager

Asisstant General
Manager

HR Department Purchasing/ F&B Department General Services Finance Marketing

Procurement Department Department Department
Department
HR Manager F&B Manager Marketing
General Finance Manager Manager
Purchasing Service
Asst. HR Manager Manager
Manager Dining Department Kitchen Department Sales Brand
Marketing
Administrative Purchaser Technician
Staff Dining Manager Kitchen Manager Auditor
Content
Receiver Marketing
Asst. Kitchen Utility Staff
Recruitment Asst. Dining Accountant
Storage Manager Manager Digital
Security Marketing
Payroll Guards Cashier
Inventory Pastry Chef
Head Barista

Time Keeping
Baristas Sous Chef
Benefits
Head
Waiter
Cooks
Training
Waiter
Stewards
Receptioni
st

Server
 Busboy

B. Operational Plan

Eskape focuses on providing customers a local coffee drink and foods. A

comfortable and Native ambience inside the coffee shop. Since we are in a new

normal Eskape will having a collaboration to Gcash to have a cashless

transaction. Eskape negotiate with GBeans Kapeng Barako from Batangas to be

a supplier of coffee beans. They have a local bean which are Liberica, Excelsa,

Arabica, and Robusta. While the pastries of Eskape will make by their own chef

but they still negotiate with Emilia’s Baking Supplies from Cavite to be a supplier

of baking needs of Eskape.

C. Location of Business Operation

Eskape is located along Roxas blvd. corner Padre Faura infront of Manila bay

near to Kalaw, US embassy, and Robinson Manila. It has 240 square meters

area. Manila bay is one of the famous destinations in Manila usually they go there

to see the beautiful scenery of sunset. Eskape choose this place to give their

guest a beautiful spot while they are enjoying the ambience of Eskape. Also, this

place is not hard to find because the location of Eskape is along the way they can

ride a jeepney, taxi or bus.

Section Four: Financial Data

GUIDELINES FOR MARKETING PLAN BUDGET

             

Prepared by:     Date:    

Eskape February 2021    

Initial start-up costs            

Capital   ₱ 7,000,000        
         
Professional advisors          
₱ 60,990/
Legal          
monthly
₱ 24,870/
Accounting          
monthly
₱ 31,680/
Training course          
monthly
₱ 23,940/
Website development          
monthly
₱ 19,680/
Graphic design fees          
monthly
           
License and Registrations          

Licenses and permits          

₱ 3,000

Business name registration          

₱ 2,000

Professional association fees          

₱ 5,000
           

Equipment          

Kitchen Equipment   ₱ 656,873        

Barista Equipment   ₱ 351,500        
         
Business premises        

One month's rent ₱390,000

Lease bond (Two months security deposit) ₱780, 000

Legal fees for lease preparation ₱1,500

Renovations ₱500,000

Fit-out costs

Lobby Fit outs

Counter ₱35,000

Cashier register ₱12,000

Cabinets ₱15,000

Tables and Chairs ₱35,000

Light fixtures ₱10,000

Centralized air conditioner ₱200,000

Kitchen Fit outs

Kitchen counter ₱45,000

Furniture (cabinets and drawers) ₱70,000

Two door glass chiller ₱60,000

Gas range ₱140,000

Range hood ₱8,000

Light fixtures ₱11,000        

Office Fit outs        

Furniture (desks, swivel chairs, shelves, drawers) ₱28,000        

Computers ₱20,000        

Multifunctional printer ₱9,000

Telephone ₱3,000

Air conditioner ₱13,000

Storage Fit outs

Furniture (shelves, cabinet) ₱40,000

Freezer ₱55,000

Crew Room Fit outs

Furniture (table, chairs, lockers) ₱25,000

Air conditioner ₱10,000

Other fit-out costs (painting, floorings, electrical wirings, ₱200,000
decorations)

Signage ₱4,000

Telephone installation ₱2,500

Utilities installation

Water ₱9,000

Electricity ₱8,000

Gas   ₱75,000        

Insurance premium   ₱45,000        

Employee Benefits

Overtime Pay ₱30,000/

monthly

Holiday Double Pay ₱70,000/

annual

13th Month Pay ₱100,000

Leave Benefits ₱30,000

Government Mandatory contributions

Social Security System ₱80,000/

monthly

PhilHealth ₱70,000/
monthly

Pag-IBIG ₱55,000/
monthly

Uniform ₱18,000

Operations          
Inventory and Raw Supplies          

 Coffee Beans          
₱ 140,000
 Bread & Pastries   ₱ 120,000        

 Milk          
₱ 10,000
 Sweeteners   ₱ 315        
  Flavoring Syrups ₱ 15,000        
 Cream Whipper   ₱ 3,750        
 Coffee Cups & Lids   ₱ 10,000        
 Straws   ₱ 450        
 Paper Napkins ₱ 1,000
 Tables & Chairs ₱ 48,000
 Glasses ₱ 350
 Mugs ₱ 1,400
 Flatware ₱ 2,000
Construction Fees ₱ 900,000
Monthly Staff Cost ₱ 45,000
Utilities Fees ₱ 12,000

Sales & Marketing

(Promotion Expenses)
Tools of Promotion - Advertising, Sales Promotion, Public          
Relation, Direct Marketing, & Distribution

Video Advertising   ₱ 40,000        

Agency Fees   ₱ 5,000        
Pre-opening Advertising and Promotion   ₱ 30,000        
Coupons & Discounts   ₱ 6,000        
Business Cards and Letterheads ₱ 6,000
Advertising ₱ 50,000
Public Relations ₱ 50,000
Direct Marketing ₱ 50,000
           
Total Establishment Cost ₱6,263,798        

References:

Section One: The Business

https://www.bplans.com/cafe-bistro-coffeehouse-business-plan/

https://www.thebalancesmb.com/a-coffee-shop-business-plan-4153010

https://www.referenceforbusiness.com/business-plans/Business-Plans-Volume-04/
Coffee-House.html

https://www.fastbusinessplans.com/sample-business-plans/cafe-business-plan.html

Section Two References: The Marketing Plan

https://managementglossary.com/swot-analysis-of-coffee-shop/

https://www.marketingtutor.net/swot-analysis-of-a-coffee-shop-business/

https://www.businessmanagementideas.com/marketing/marketing-organisation-
meaning-need-factors-structure-and-essentials/17982

https://www.google.com/amp/s/articles.bplans.com/swot-analysis-challenge-day-5-
turning-swot-analysis-actionable-strategies/amp/

https://medium.com/@vanthaikhang/the-coffee-house-marketing-mix-2019-
2f250ae76643

https://www.zomato.com/manila/the-coffee-bean-tea-leaf-1-salcedo-village-makati-
city/menu

https://www.menus.ph/starbucks-menu/

https://www.bplans.com/coffee-distribution-business-plan/market-analysis-summary/

http://www.dreamalatte.com/coffee-shop-business-plan-market-and-industry-
analysis/

Section Three References: Management and Operations

https://www.referenceforbusiness.com/business-plans/Business-Plans-Volume-04/
Coffee-House.html

https://www.betterteam.com/general-manager-job-description#:~:text=Duties%20for
%20the%20General%20Manager,vendors%2C%20hiring%20and%20training
%20employees%2C

https://www.betterteam.com/assistant-general-manager-job-description

https://www.humanresourcesedu.org/human-resource-manager/
https://resources.workable.com/financial-manager-job-description

https://resources.workable.com/marketing-manager-job-description

https://www.betterteam.com/kitchen-manager-job-description

https://www.betterteam.com/digital-marketing-manager-job-description

https://www.betterteam.com/content-marketing-manager-job-description#:~:text=Content
%20Marketing%20Managers%20increase%20web,the%20results%20of%20marketing
%20activity

https://www.marketingjobs.com/brand-marketing-jobs.html

https://www.betterteam.com/brand-manager-job-description

https://www.aha.io/roadmapping/guide/marketing/marketing-job-titles

https://www.betterteam.com/service-manager-job-description

https://jobdescriptionandresumeexamples.com/dining-room-manager-job-description-
duties-and-responsibilities/

https://www.betterteam.com/food-and-beverage-manager-job-description

https://www.betterteam.com/procurement-manager-job-description

https://www.ecomparemo.com/info/heres-a-full-list-of-mandatory-benefits-for-regular-
employees-in-the-philippines

Section Four References: Financial Data

https://mybusinessacademy.ph/resources/business-permit-renewal-deadline/#gref

http://fnbreport.ph/features/the-professional-fb-organizations-in-the-philippines-worth-
joining-charleym-20190206/

https://www.payscale.com/research/PH/Job=Graphic_Designer/Salary

https://www.payscale.com/research/PH/Job=Web_Developer/Salary

https://www.payscale.com/research/PH/Job=Training_
%26_Development_Specialist/Salary

https://www.payscale.com/research/PH/Job=Accountant/Salary

https://www.google.com/url?sa=t&source=web&rct=j&url=https://impos.com.au/blog/
cafe-startup-equipment-checklist/
&ved=2ahUKEwicp6C1k4LvAhURiZQKHWXbCVIQFjABegQIAxAF&usg=AOvVaw05
ctSRSu5h0pgsC76_Ndx9

https://www.fixr.com/costs/digital-phone-system

https://www.homeadvisor.com/cost/plumbing/install-or-repair-gas-pipes/#avg

https://www.insureon.com/food-business-insurance/coffee-shops-cafes/cost

https://online.meralco.com.ph/customers/s/article/Fees-for-a-New-Electric-Service

https://coffeeshopstartups.com/before-starting-your-coffee-shop-planning-your-
sample-budget/

https://agcsigns.com/blog/business-advertising-signs-how-much-do-they-cost

https://abogado.com.ph/ibp-cebu-releases-minimum-attorney-fees-table/

https://www.shopkeep.com/blog/how-much-does-it-cost-to-open-a-coffee-shop

https://www.caffacoffeemaker.com/Raw+material+for+coffee+shop+9047.html

https://startmycoffeeshop.com/how-many-cups-of-coffee-does-a-coffee-shop-sell-
per-day/#:~:text=According%20to%20the%20National%20Coffee,cups%20of
%20coffee%20per%20day!

https://www.coffeellera.com/coffee-beans-price/