BUSINESS PLAN

Section One: The Business

1. My Business Logo and tagline would be:

2. My company name will be:

Furry Paws Barkery & Café

3. My ultimate purpose/goal in doing business is/are:

Mission:
"To provide excellent quality of freshly baked products made for pet-owners
and their furry friends. We offer a separate menu for the pet-owner and all
natural and custom made treats that will appease the taste buds of your pup."

Vision:
"To make available a single place where pet-owners can enjoy their food while
their puppies/doggies enjoy their custom-made treats too."

The goal is to make the dog-owner and their furry companions’ relationship
stronger than ever. This will be their go-to place to hang out and play.

4. I plan to organize my company as (Sole, Corporation, Partnership, LLC,

Other):
I plan to organize my company as Sole proprietorship.
5. I have been in business since or plan on starting on:
Ever since I got my own puppy, starting a bakery for dogs has been on my
mind since then. The thought of baking dog-friendly pastries and treats just
excites me. I also enjoy baking as my hobby therefore I think this business will be a
great experience because I am fond of baking. I plan to start my business after the
pandemic is over.

6. Manager(s) for the company will be:

The qualifications for the manager of the company must have a degree in
business administration or any related field. Someone that is innovative, initiative,
resilient, great leadership skills, good problem solver and has a strong
understanding of business management, financial and leadership principles.
Also, someone that is a huge dog lover.

7. My experience as an owner is/are:

I have never been in the business field before. Though, I am fully aware that
there's a lot of uncertainty in entrepreneurship-- there is no guarantee that I will
succeed or not. But, I am an ambitious woman and I am ready to face the
business world and what comes with it. I will do my best to work my way to the
top.

NOTES:

I chose the name furry paws because I know that when customers look at my
brand name they will know immediately that my business is related to dogs.
Then, barkery is a playful word of "bark + bakery" because my business offers pastries
and treats not only for dogs but humans, too.

It is both stressful for owners and their pets to be separated in a public area
because of restrictions in bringing in pets. With this in mind, my plan is to bring the
owner and the furbaby more closer than ever. To provide a cozy, welcoming place
wherein dog owners bring their pet to play and treat them with a tasty, healthy meal.
This will also be the place wherein fellow dog lovers/ owners meet over a cup of
coffee and let their dogs socialize and play with each other in a large indoor play
area. There will be menus for both human and dogs. I'll make sure that the place is
hygienic and a good place to relax.
 Products & Services
1. The products or services I sell are:

My bakery/ café will offer menus for the dogs such as dog meals, treats,
cookies, cupcakes, snacks, ready-made cakes or customized cakes. For human,
coffee, milktea, sundaes and shakes for beverages. Fries, chicken wings, nachos,
pastas, burgers, waffles, and pizza for comfort food. Cakes, pies, brownies and
cookies for dessert.

2. The features and benefits of what I am selling are:

This is an experience. My bakery will be a place where dogs and dog owners
go to buy treats and play--we will build a big indoor play are in able for them to
play. We will make sure to provide a transparent or see through baking/cooking
process so that they could also see how the meals, treats and pastries were made
from scratch. Owners could also decorate a cake for their own dogs to make it
more special and customized for their furbabies.

My bakery would produce products that are 100% all natural, no artificial
colors and flavors. Its ingredients will be hand-picked and we will make sure that
it is 100% formulated for animals. We will make sure to have ingredients that is
good for dogs who are sensitive and picky eaters because I know the struggle of
having a picky dog.

3. My products/services differ from my competition by:

I noticed that my competitors does not offer a wide range of choices for the
dog menus. In my own experience, there are some dogs that have sensitive
stomach and very picky, thus we will be offering meals or treat that are good and
tasty for them. Also, I noticed that some dog cafes offer non-nutritious dry dog
food. Dogs should eat variety of ingredients so that they could grow healthy. I will
offer a human-like meals for dogs that is safe for them-- without any harmful
condiments.

4. . What makes my product/services unique and desirable is?

What makes us unique and desirable is because we offer an excellent

experience for both the owner and the dog. My products are very unique
because we will provide human-like meals, treats and pastries for dogs with
different shapes and we will offer a wide variety of choices and products. The
food will be human-like and have the same quality. There would also foods that
are great for picky dogs and for dogs who have sensitive stomach.
 5. Customers will buy from me because:

Customers will buy from me because I will provide a homely and comfortable
place. This will be their place to go to meet with fellow dog lovers, a place to play
with their dogs or even have a date with their dog. This place would also perfect
in celebrating the dog's birthday or any special occasion. Owners most likely
loves to spoil their furbabies just to make sure they feel the love and support
they needed.

Notes:

My business idea is very unique and different from any dog cafes
out there because I will be flexible and considerate for those dogs who
are sick, and sensitive stomach. I will always prioritize the concerns and
feedbacks of my customers because in that way, it will help my
business grow. I will definitely make sure that the place is very hygienic
and pleasant in the eyes of the customers.

The Industry, Competition & Market

1. I consider my competition to be:

I consider those small businesses who offer customized dog-friendly cakes

and cupcakes and also those famous pet bakeries and dog cafes in Manila as my
competition. I would love to expand my business overseas.

2. How I will measure against the competition:

To measure against the competition, my company will do a lot of surveys

and research to be able to keep up with the trend and also, to know the needs
and wants of the consumers. I will listen to their concerns and feedback because
I know that will help my business grow. I will also offer a reasonable price,
keeping the same quality of the product and I will focus on building relationships
and catering to the interests of customers to obtain the trust and loyalty of the
customers.

3. My local competitors are:

Pet Grocer by Tamz's is a small business that bakes customized cakes and
cupcakes for dogs. They are located in Gat Damaso Kaluag St. Bagong Bayan,
Malolos, Bulacan.

Emma's sweet cravings is a small business that offers dog friendly and
human friendly food so that both the owner and the dog enjoys the food. It
also offers minimalist cakes, keto diet, probiotic rich, diabetic friendly foods and
healthy desserts. It is located in Sta. Maria, Bulacan

4. My national competitors are:

Whole Pet Kitchen is dubbed as the first natural pet bakery in the Metro
Manila and café is it is a place where fellow pet owners meet with their dogs. It is
also filled with all sorts of health treats for dogs. They are located in 175 M.
Paterno, Brgy Pasadena, San Juan.

Bark Central is a dog park and café. Customers could make new furry
friends and bring their own pets. Dogs could enjoy playtime without having to
get down and dirty. They are located in 116 Eastwood Ave, Bagumbayan,
Quezon City.
The Paw Club is a café where they offer lunch, beverages, and cakes
shaped like a French bulldog and they also offer boarding service for pets, if the
oowner can't bear to leave their dogs alone while on vacation. They are located
in Seaside Boulevard, SM Mall of Asia Complex, Central Busineess Park 1-A,
Pasay.

The Grumpy Puppy is a café that offers foods that's easy on the wallet
and there are also dog-friendly food on the menu so the customer can bring
their dogs here if they want to treat their furry friends to a great meal. They are
located in 2/F, 280 El Grande Ave, Paranaque.

Barkingham is a café-slash-grooming salon where customers can grab a

cup of coffee and watch some dogs to get a makeover. Customers can also bring
their own dogs here. They are located in 1112 Quezon Blvd, Santa Cruz, Manila.

Pawsome Dog café is a place where a customer can bring their dog and
make them meet other dogs. The restaurant have a menu for humans as well as
for dogs. They are located in Dr. 5 Autoville Building, Torres St., Davao City.

5. Some of the trends I see in my industry are:

Dog owners love to spoil their pets with treats and cakes to celebrate
birthdays, training graduation and any other occasions. Also, they want a place
where they could meet with fellow dog owners, a place to bring their pets and
play with them.

6. Some potential areas I see for growth are:

My business will be supported by my fellow dog lovers and the

Philippine Animal Welfare Society. Thus, expanding nationally and also
internationally because according to my research, dogs are the most popular
 pet globally.

7. My typical customers have these characteristics in common:

I envision my customers will be dog lovers, dog owners who wants to buy
quality food for their pets, dog owners who wants to meet up with fellow dog
owners, and also, café and coffee enthusiasts.

8. These segments of customers are under-served by competition

There are some segments that are under-served by the competition are
those dog owners who own dogs that are picky-eaters and have sensitive
stomach. Furthermore, they do not have enough space for the dogs to run
around and play. Some of them do not sanitize or clean the facilities which is
a huge turn off.
Notes:

I know that competition is inevitable but it would help me to

achieve my goals and keep my passion alive. I always wanted to be
unique among others therefore I know that I will strive in the business
world because I will always find a way to be unique than others.
 Marketing Plan

(Marketing should address the four P’s – Product, Price, Placement,

and Promotion)
1. My product or service is/are:

My bakery/ café will offer menus for the dogs such as treats, cookies,
cupcakes, snacks, and cakes. We also customize them or the owner could
design/decorate the pastries for their dog. The menu for dog owners will include
coffee, milktea, and shakes for beverages. Fries, chicken wings, nachos, pastas,
burgers, waffles, and pizza for comfort food. There will be also nutritious
alternatives for health conscious people. Lastly, Cakes, pies, brownies and cookies
for dessert.

2. My pricing strategy is (For example: premium, every day, low price,

frequent sales):

Not included.

3. The places/channels I will sell my product or service are:

I will have a physical and online channel. My physical channel will be in my

own store located in San Jose Del Monte, Bulacan. My online store would be in
Facebook and in Instagram.

4. I will promote my product or service by:

Online advertising and through contacting social media influencers. I

believe that online advertisements are free and efficient. I'll contact social media
influencers that owns a dog so I can send them our products and for them to
promote my business. It will be a huge help to my business since there are a lot
of dog owners who are searching for a reliable bakery who could customize
cakes/treats for their dogs.

5. My competitive advantage is:

Not included.
 6. I can add value or compete on the following non-price issues:

Not included.

7. I will distribute my product or service by:

Zero channel. We will manufacture our own products and directly given to
the consumer. If my business becomes a huge success, I will consider
distributing our products.

8. My use of advertising will consist of:

In our online advertisements-- I will use social media platforms such as

Instagram and Facebook to promote our products. I will post information about
our products and make sure that everything we post is 100% legit. I will also
post eye pleasing posters and pictures of our products and the cafe. I will also
include information about my products, and also the benefits that they will get
from our products. I will show the customers that we can solve their problems.

9. I will get feedback from my customers by:

Customer feedback surveys and through online feedback-- they

can post or send feedback or review. I believe that their feedback can
help me improve my business.

Notes:

Having a good marketing plan will help me attract a lot of customers. I

am aware that people of all ages are using social media to discover new cafes
or good places to eat. I am sure that social media would help my business
become a huge success.
 Operating Plan

1. The location of my business is:

The location of my business is in Qurino St., San Jose Del Monte beside
SM San Jose Del Monte. It is also near to fast food restaurants like McDonald’s
and Jollibee numerous middle and high class residential areas

2. My hours of operation will be:

Hours of operation of my business will be 8:00 am- 8:00 pm.

3. This is a good location for my business because:

It is near the SM San Jose Del Monte, churches, parks and residential areas.
The pet owners living and frequenting these areas are my target customers.

4. I will be involved with the business by completing the following duties:

Not Included.

5. The equipment/furniture/fixtures I need for my business would include:

The equipment and furniture I need for my business are mixers, oven,
refrigerator, display case, coffee maker, stove, fryer, plates, cutting board, spoon
set, fork set, tables, cookware set, measuring cups, strainer, grater, whisk,
blender, tongs, knife set, peeler mixing bowls set, trash cans, glass set, silicon
baking molds, and chair cushion set.

6. If I need to hire new employees, I will need to hire for these new
positions:

I will need to hire a baker, new servers since we need a lot of hands in
serving the products to the customers. Cleaners for the maintenance and
cleanliness of the facility will also be hired.
 7. I will provide the following benefits to my employees:

I will provide health coverage, educational loans, vacation leave, sick leave,
overtime pay and 13th month pay.

8. I will recruit my employees by or from:

I will recruit through online job engines because it is more convenient and
there will be a lot of options because there are a lot of people who apply online.
I will also consider recruiting through consulting firms so that it’s easier to find
promising and competent workers.

9. My suppliers and vendors are:

My suppliers will be San Miguel Food Corporation and The Baker’s Co.
Baking supplies. San Miguel Food Corporation is known nationwide and
provides high quality goods. Moreover, The Baker’s Co. baking supplies the best
selection of products, tool and equipment.

10. Changes I am considering for the business (if purchasing an existing

business):

If my business becomes a success, I will put up branches/outlets and later

on accept franchisees to able to expand my business. I will also purchase an
existing business that is a competitor so that I will be able to stay on top of my
business arena.

Notes:

My company makes sure that the products and services we offer are excellent, therefore,
I chose the big companies as my suppliers. The location where I will put my business is a great
one because it is in the middle of a bustling city, it is noticeable, there’s a lot of foot traffic and
could attract a huge crowd. I prefer recruiting online because I know there will be a lot of
unemployed people there who needs jobs. Also, I prefer consulting firms because I know they
will recommend competent applicants. There will be a lot of benefits for the employees.
 Management & Ownership

1. The owners of my company are:

This company is a sole proprietorship and I, Sophia Claire Saballa, is the owner of
this company.

2. My attorney is:
Not included.

3. My accountant is:
Not included.

4. Other professionals that I will use are (accountant, banker, insurance

agent, engineer, consultant, etc.):
To run my business properly I will need an accountant who could manage the
finances. Someone who could compute the Operating expenses, income, profit
and taxes. Also, a lawyer who will review contracts and compliance. If ever there
will be issues or problems with the customers, the lawyer could guide the
company.

SWOT Analysis
5. The strengths of my business are (internal characteristics):
Variety of menu
Location is good
Unique products
Wide variety of products
attracts a lot of dog owner
For both humans and dogs
Friendly and dog lover employees

6. The weaknesses of my business are (internal characteristics):

Difficult to obtain a permit
High cost resources
 Dog café isn’t that huge in Philippines so potential customers haven’t
heard of our business.

7. I see the following opportunities for my business (external

characteristics):
Expansion
Changes in social patterns and lifestyles.
Change in technology and market strategies
Build stronger customer relationships
Grow customer loyalty
Home delivery services
Few competitors
Mobile application

8. I see the following threats/challenges for my business (external

characteristics):
Emergence of new dog cafes
Costly Supplier
Economy of surrounding areas can directly impact the possible customer

Notes

SWOT Analysis made me realize that there are many opportunities for my business.
It helped me to become aware of what I lack and helped me to formulate a good strategic
plan for my company. It assisted me in what to pursue and what to avoid. Conducting a
SWOT Analysis is very important and I will see to it as my guide for formulating strategies
and development plans.
 Financials

1. The total investment required is:

I have estimated a total of 170,000-300,000. This includes the cost for the
tools, equipment and administrative cost for the café.

2. If I am short on money for my project, I can get more from:

If I am short on money, I can get more from the bank. I will apply for loans
and earn their trust. I can also borrow capitalization from my parents.

3. My bank is, or the banks I would like to work with are:

BDO and DBP since they have a great reputation and serves their
costumers well.

Notes:

The total investment is 170,000-300,000. It is very expensive so I will apply for

loans in the bank like BDO and DBP—I heard that they are very competent and loyal to
their customers.