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NAME OF BUSINESS

Boys Over Flowers - Flower Shop

NATURE OF BUSINESS
Flower Retailing

WHY DO YOU CHOOSE THIS BUSINESS?


Our group choose this business because it is all occasion type of business.
With a good location and good marketing strategies, we can make this business
grow.

LOCATION OF BUSINESS
2-A Reynoso Building Ascension Avenue Lagro Quezon City

COMPETITION
Boys Over Flowers does not have any direct competitors in their location, as they
are the only retail florist in the Lagro- North Caloocan Area. The nearest competitor
is the flower at our location is the Tecson Flowershop that is located inside the SM
Fairview. 20 minute drive from our target business location.

MARKETING STRATEGY
MISSION
To provide good quality of flowers and unique flower arrangement for very
affordable prices for our beloved and valued customers.

VISION
To become one of the most prestigious flower shop and be able to expand in other
places.

SWOT ANALYSIS
STRENTHS
The customers are able to select and

WEAKNESSES
Boys Over Flowers is still a new

customize the products by choosing to

business.

add option like size, colour or type of


flowers and the way that they want it
presented in a basket, bouquet or vase.
Customers can view products online via
a directory and call to make an order

Time to gain experience and build

Located on a busy street

Customers perceiving that flowers are

reputation.

only limited to special occasions


High exposure with street frontage

No official business website has been


established, customers unable to order
online.

Competitive Pricing
The only florist in the area

OPPORTUNITIES

THREATS

To establish a strong customer base in

Competitors in the market such as

the area.

Tecson Flowershop, and famous brands


such as Designer Bloom.

The customisation of customer orders

Customers preferring the high end

leading to more sales

brands

To expand advertising to other medias

Customers not spend their money on


gifts due to economy

Sponsoring local community groups


To close the gap in the market

MARKET SEGMENTATION
The market can be categorized into four main market segments for Boys Over
Flowers Flower Shop. These are:

Funeral

Weddings

Birthdays

Special Occasions (New Years, Valentines, Fiestas, Easter Sunday, Mothers


Day, All Souls Day, Christmas Day)

Customised

Researched

Quality of Product

Cost

DEMAND FOR FLOWERS


There is always a constant demand for fresh flowers as they play a role in
people's lives. They are used celebration and sadness to represent a person's
affection or just a general "thank you". The demands for fresh flowers are now
perceived as a fashion trend and are being used as centrepieces in homes. There is
always a high demand during traditional celebrations such as Valentine's Day,
Mother's Day, All Souls Day, Christmas and New Year.

CUSTOMER PROFILING

Male

Working

21 60 years of age

Married, engaged or in long-term relationship

COMPETETIVE ADVANTAGES

Wider product range than competitors.

Competitive pricing matching or providing lower prices than


competitors

Quick delivery of the products to the customer

Better quality customer service

In a better location, easy to access

Giving customers what they want, with product customisation

MARKETING OBJECTIVES

Increase its sales over 12 months by 20%

To build a stronger brand relationship with our customers

To have well established brand image

To achieve the objectives of Boys Over Flowers will need to adjust its
marketing mix to ensure that it can increase its market share and it
overall sales.

Building relationships with regular customers such as business


customers is important to ensure a continuous flow of sales and profits.

PRODUCTS

Fresh flower arrangements

Bouquets

Gift Baskets and Hampers

Wreaths

Vases

Plants

Available in 3 different sizes (small, medium, large)

Customers able to design and customise to their specifications

Prices displayed on display products

Package Deals

Prices can vary depends on what the customer requests when


customising an order

Small Arrangements prices between PHP 250.00 PHP 350.00

Medium Arrangements prices between PHP 400.00 PHP 500.00

Large Arrangements prices between PHP 500.00 PHP 1,000.00

One retail store operating in a busy street

High exposure to potential customers

Easy to access

PRICES

PLACE

PROMOTION

Shop front floral displays

Outdoor signage

Flyers and business card distributed in the area

Sponsoring events

Local publicity

In store product displays

Social networks

MARKET MIX
The market mix of Boys Over Flowers will focus on targeting the
Wedding and Special Occasions segment, and also focusing on establishing ties with
organisations to supply them with an on-going service.

DISTRIBUTION CHANNELS
Currently Boys Over Flowers has main distribution channel which is its retail
shop. It wants to establish other ways to reach its customers. We considered
establishing an online service where customers are able to view their products,
select and order what they want and get it delivered.

The cost of setting up a website can cost around 700 pesos and will need ongoing support to maintain and update the service. This would bring another
advantage to the business, as the competitors are trading online it puts Boys Over
Flowers on a level playing field to market its product outside of its current
demographic.

CUSTOMER SERVICE LEVEL

Boys Over Flowers aim to give customers a high level of service, and taking
customer service to the next level by getting to know certain details of a customer
to make them feel more valued, for example remembering a customer's birthday or
anniversary, gives the impression that you have taken time to listen to the
customer. Also offering regular custom store discounts or free delivery on their
purchases, this is to ensure that they are rewarded for the loyalty to the brand.

CUSTOMER SERVICE STANDARDS


As outlined above Boys Over Flowers main concern is to deliver the highest
quality of customer service, staff are encouraged to make the customer feel
welcomed and valued by meeting and greeting them as soon as they enter the
shop. They are to liaise with the customer and direct them to the product that they
desire. Staffs are advised to inform customers on special promotions and discounts
that might be on offer.

PROMOTIONAL ACTIVITIES
The promotional activities that Boys Over Flowers has undertaken are having
indoor floral displays for customers in store to give them visual choices. There is
also the use of outdoor signage and window displays to be visual enticing to people
walking past the shop front. They have also distributed flyers and catalogues which
are put in people's letter boxes.

HUMAN RESOURCE REQUIREMENTS

NAME
Manager

RESPONSIBLE
Documenting the customers needs and when they want it.

Organising the order and making the floral arrangement


Ensuring that orders are processed and ready to be delivered
Full Time
Florist

Arrange Flowers
Consulting with the customer on floral arrangements

Assistant/
Delivery Guy

Taking the order


Getting customer orders delivered

Part Time
Florist

Arrange Flowers

They are to also display business cards, flyers and brochures at front of desk
and are to encourage customers to take one. The staffs that are hired must be
competent at flower arrangements and must have a strong customer background to
ensure that customers are dealt with appropriately and given a good experience.

PRODUCTION PROCESS:
FIXED COSTS
RAW MATERIALS:
RAW MATERIALS NEEDED
Flowers
Anthurium
Calla Lily
Chrysanthemum

QTY
1
1
2
each

COST / DOZEN
PHP 75.00
PHP 100.00
Short stem PHP
220.00
Long stem -PHP

TOTAL COST
PHP 75.00
PHP 75.00
PHP 980.00

Gladioli
Heliconia
Orchid
Roses

1
1
1
3
each

Stargazer
Malysian Mums

1
4
each

Daisies
Sun flowers
Carnation
Fiji
Balls

2
2
4
6
6

270.00
PHP 75.00
PHP 100.00
PHP 200.00
Short Stem - PHP
75.00 / bundle (2-3
dozen)
Long stem PHP
100.00/ bundle (2-3
dozen)
PHP 200.00
Ordinary - PHP 80.00
Green House PHP
120.00
PHP 270.00
PHP 270.00
PHP 100.00
PHP 270.00
PHP 80.00

PHP 75.00
PHP 75.00
PHP 75.00
PHP 525.00

PHP 200.00
PHP 800.00

PHP 540.00
PHP 540.00
PHP 400.00
PHP 1, 620.00
PHP 480.00
TOTAL: PHP
6,460.00

SUPPLY AND DEMAND:


SUB MATERIALS:
RAW MATERIALS
NEEDED
Aster
Leaves:
Fish Tail
Boston Fern
Draceana Leaves
Hosta Leaves
Lace Veil Fern
Papers (for bouquets)
Vase (small)
Vase (medium)
Florist tape
Clear tape
Floral foam
Chicken wire
Hand mister
Rubber bands

COST

TOTAL COST

PHP 75.00 / kilo

PHP 375.00

PHP 30.00 / bundle


PHP 15.00 / bundle
PHP 50.00 / bundle
PHP 50.00 / bundle
PHP 15.00 / bundle
PHP 15.00/ piece
PHP 135.00/ piece
PHP 175.00/ piece
PHP 55.00/ piece
PHP 35.00/ piece
PHP 980.00/ box
PHP 35.00/ bundle
PHP 75.00
PHP 30.00/ pack

PHP 30.00
PHP 45.00
PHP 50.00
PHP 50.00
PHP 45.00
PHP 900.00
PHP 810.00
PHP 1,050.00
PHP 660.00
PHP 210.00
PHP 980.00
PHP 105.00
PHP 75.00
PHP 30.00

Shears
Plastic pots (small)
Plastic pots (medium)
Plastic pots (large)
Clay pots (small)
Clay pots (medium)
Clay pots (large)
Basket (small)
Basket (medium)
Basket (large)
Kawayan Stand

PHP 75.00/ piece


PHP 30.00/ piece
PHP 35.00/ piece
PHP 50.00/ piece
PHP 25.00/ piece
PHP 30.00/ piece
PHP 45.00/ piece
PHP 15.00/ piece
PHP 25.00/ piece
PHP 35.00/ piece
PHP 75.00/ stand

PHP 225.00
PHP 180.00
PHP 210.00
PHP 300.00
PHP 300.00
PHP 360.00
PHP 540.00
PHP 180.00
PHP 300.00
PHP 420.00
PHP 900.00
TOTAL COST: PHP
9,690.00

APPLIANCES USED
ITEM

WHERE TO BUY

QUANTITY

Fujidenzo SUD220A 22 cu.ft/ Two


Door Showcase
Upright
Carrier FP53CVURO13
1.5HP, Premium
Inverted
Giraffe G5-600
DIY Video
Surveillance
Package

Abenson Puregold
North Commonwealth

Abenson Puregold
North Commonwealth

41,
398.00

41, 398.00

ACE Hardware SM
Fairview

1, 250.00

1, 250.00

Firefly FEL 201L


Twin Head
Emergency Light
SK-HZ481872P5
Rack Z Beam
Hidden Post Rivet
5L
GE LED CFL bulb

ACE Hardware SM
Fairview

499.00

499.00

ACE Hardware SM
Fairview

1,050.00

2,100.00

ACE Hardware SM
Fairview
ACE Hardware SM
Fairview
ACE Hardware SM

75.00

150.00

125.00

250.00

89.00

356.00

GE Circline4-Pin
12
Monoblock chair

PRICE
PER
UNIT
55,
950.00

TOTAL

55, 950.00

Fairview
TOTAL:
101,953.
00
VARIABLE COSTS
UTILITIES
UTILITIES

COST PER MONTH


PHP 7, 500.00
PHP 4, 228.98
PHP 900.00
PHP 799.00
PHP 13, 427.98 / month

Rent
Electricity
Water
Pone bill
TOTAL:

COST PER YEAR


PHP 90, 000.00
50, 747.76
PHP 10, 800.00
PHP 9, 588.00
PHP 161,135.76 / year

LABOR
PERSONEL
Manager/ Full Time
Florist
Assistant / Delivery
Guy
Part Time Florist

DAILY
500.00

MONTHLY
15, 000.00

YEARLY
180, 000.00

250.00

7, 500.00

90, 000.00

400.00 / day

Will only be called


when its Valentines
Day, All Souls Day,
and Christmas
TOTAL PER
MONTH:
22,500.00

1, 600.00

TOTAL PER YEAR:


271, 600.00

TOTAL FIXED COSTS (MONTHLY)


DEPRECIATION
466.25

REFRIGERATOR

(55, 950/ 10)/ 12

AIRCON

(41, 398/ 10)/ 12

SURVEILLANCE

(1, 250/ 10)/ 12

344.98
10.42
EMERGENCY LIGHT

(499/ 2) / 12

20.79

POST RIVET

(2, 100/ 10)/ 12

CFL BULBS

(150/ 2)/ 12

6.25

PINLIGHTS

(250/ 2)/ 12

10.42

17.50

MONOBLOCKS

(356/ 10) / 12

2.97
TOTAL
879.575

TOTAL VARIABLE COSTS (MONTHLY)


RAW MATERIALS

6, 460 X 4

SUB-MATERIALS

9, 690

9, 690.00

DELIVERY

1000X 4

4, 000.00

UTILITIES

RENT

25, 840.00

7, 500.00

ELECTRICITY 4, 228.98
WATER BILL
PHONE BILL
LABOR

900.00
799.00

13, 427.98

MANAGER/
FULL-TIME FLORIST 15, 000
ASSISTANT/
DELIVERY GUY

TOTAL

7, 500

22, 500.00
75, 457.98

TOTAL COSTS (MONTHLY)


FIXED COSTS

879.575

VARIABLE COSTS
TOTAL

75, 457.98
76, 337.555

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