HELDEJA Co.

A Business Plan

May 2022

G12 – 01 ABM

Group No. 3

By:

Alcantara, Erizza June

Bartolome, Chriztine Dream

Ebao, Hannah Lyka

Hallig, Jancyn

Mahusay, Maria Angela (Leader)

Miranda, Hannah Elaine

Peñamante, Hanz Hennessy

To:

Prof. Carmela Malabed

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 Statement of Confidentiality & Non-Disclosure

This document contains proprietary and confidential information. All data submitted
to Prof. Carmela Malabed is provided in reliance upon its consent not to use or disclose
any information contained herein except in the context of its business dealings with
HELDEJA Co. The recipient of this document agrees to inform its present and future
employees and partners who view or have access to the document's content of its
confidential nature.

The recipient agrees to instruct each employee that they must not disclose any
information concerning this document to others except to the extent that such matters
are generally known to, and are available for use by, the public. The recipient also
agrees not to duplicate or distribute or permit others to duplicate or distribute any
material contained.

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 Table of Contents

1.0 Exexutive Summary 5

1.1 Mission 6

1.2 Keys to Success 7

2.0 Company Summary 7

2.1 Company Ownership 8

2.2 Start-Up Summary 9

3.0 Products 10

4.0 Market Analysis Summary 12

4.1 Market Segmentation 13

4.2 Target Market Segment Strategy 13

4.3 Industry Analysis 14

5.0 SWOT Analysis 14

5.0.1 Strengths 14

5.0.2 Weaknesses 15

5.0.3 Opportunities 15

5.0.4 Threats 15

5.1 Competitive Edge 16

5.2 Marketing Strategy 16

5.3 Sales Strategy 17

5.3.1 Sales Forecast 18

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6.0 Management and Personnel Plan 18

6.1 Personnel Plan 20

7.0 Financial Plan 22

7.1 Profit and Lost 22

7.2 Balance Sheet 23

7.3 Cash Flow Statement 24

8.0 Appendix 31

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 Executive Summary

The Executive Summary will go into greater information about the thorough summary
of the business that will be launched. Additionally, this section will address the Mission
in order to communicate the aspects of the business that we are looking forward to. Last
but not least, the keys to success are also included, which will decide how the
researchers will ensure that the firm is successful.

1.0 Executive Summary

HELDEJA Co. is a start-up company that has obtained a franchise license to

operate an Eco-Friendly Lippie franchise in East Rembo Makati City. HELDEJA Co. is a
new player in the cosmetic industry. The cosmetic booth is in a comfortable, familiar,
small town that has a strong need for additional make over options. Bolstered by the
need for more choices in friendly-oriented make over experiences, combined with the
option for home-delivery, the cosmetic booth is positioned to take advantage of the
market need and serve the consumers in East Rembo Makati City and the surrounding
area. The company also has the added security of a well-known regional franchise to
aid it in its pursuit of success.

The product seeks to provide natural and healthier cosmetics to consumers to

help them keep a healthy body, specifically in the portion of the face. The contents of
the lippie will consist of solely organic materials to avoid the detrimental effects of a
chemical that cosmetics generally utilize. This product will help those persons who love
to use make-up or for those users who use make-up on a daily basis owing to their job.

This product is significant today since the use of cosmetics has become more
widespread as a result of the effect of social media on a large number of teens. The
organic lippie is being introduced by the researchers in order to encourage healthy lips.
We are all aware that other lipsticks can be dangerous to the users or that they can
cause discoloration to the lips, which can obscure the natural color.

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 A tinted balm that may moisturize the lips of the user while also providing them
with a pigmented lip balm, the environmentally friendly lippie is a must-have for any
makeup bag.

Fig. 1 HELDEJA Co. Company Logo

1.1 Mission

HELDEJA Co. exists solely for the goal of creating revenue and profit for its
investors. Because we are a merchandising and service company, we will continue to
exist in order to suit our customers' needs as well. These two reasons for our being are
inextricably intertwined with one another. If one part of the system is not present, the
system as a whole will cease to exist. The primary goal of this product is to encourage
the use of healthy cosmetics in order to reduce the likelihood of adverse effects from
potentially harmful ingredients. The product's mission and objectives are as follows:

 We will always offer an eco-friendly product and a welcoming

environment to our booth.

 We will remain cheerful, courteous, well trained, and focused on

pleasing our guests.

 We will strive to become the first destination of choice for those in our
community.

 Our staff will be offered a workplace where they can prosper and grow
in a dignified, fun, and rewarding manner.

 We will give special make over service using our product that will
satisfy the customer’s need.
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1.2 Keys to Success

In our policy of being operating managing members, it is our goal to satisfy any
client inquiries and clarifications regarding the lippies, as we anticipate inquiries about
the ingredients and their benefits. Additionally, we will ensure that each buyer receives
an appropriate and high-quality item.

 We will extend a warm welcome to all of the clients who come to our
cosmetics kiosk.

 Because we are currently in the midst of the epidemic, we will give several
disinfectants to assure the safety of the guests.

 We will respond to every online query in order to establish a positive

relationship with potential customers.

 We will be dedicated to the success and happiness of every member of

our team who will contribute to the operation of the business.

 We will make every effort to provide high-quality lip products at all times.

 We shall adhere to the rules and regulations established by the company

in order to ensure that business operations run smoothly.

2.0 Company Summary

HELDEJA Co. is a manufacturer of environmentally friendly cosmetics. They

provide high-quality, healthy lip balms that will aid in the maintenance of the clients'
superb lip appearance by preventing dryness and chapping. Beeswax, coconut oil,
cocoa butter, shea butter, vitamin E, coloring liquid for color pigment, and aroma
elements such as vanilla, chocolate, and strawberry scent are all used in the creation of
the lippies. The company will provide a variety of colors while keeping the benefits
supplied by each of the lippies it currently sells.

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 In East Rembo, Makati City, HELDEJA Co. is easily accessible to the majority of
potential customers and clients. In order to make the most of their resources, the
proprietors decided to set up a little booth in one of the garage spaces. In light of the
fact that the company is a start-up, we should make full use of all available resources in
order to save costs and conserve money.

HELDEJA Company targets a market that includes people who enjoy wearing
makeup as well as those who place a high value on organic materials. The company
intends to increase its marketing efforts in order to secure the quick success of the
business.

2.1 Company Ownership

Management and operations are carried out by seven persons at HELDEJA Co.,
a partnership. In order to gain expertise and experience in building a firm that will
benefit the present partners, a partnership was formed to explore business opportunities
and obtain knowledge in the field of business.

Mahusay, Maria Angela: General Manager - who is ultimately accountable for

all administrative functions within the company. General managers establish
rules, oversee operations, and develop and manage budgets.

Peñamante, Hanz Hennessy: Assistant Manager - will create weekly

calendars, place orders for items, and work alongside general managers on
training, recruiting, promotions, and strategic planning.

Hallig, Jancyn: Finance Manager - oversee the financial health of an

organization and assist in ensuring that it continues to operate successfully
They are in charge of overseeing critical operations such as cash flow
monitoring, evaluating profitability, managing spending, and creating correct
financial information, among others.

Miranda, Hannah Elaine: Creative Director - the person in charge of an

organization's advertising and marketing operations. They devise advertising

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 campaigns, oversee efforts that make use of their company's assets for
promotional objectives, and alter presentations as necessary, all while
establishing brand standards for their organization.

Ebao, Hannah Lyka: Production Manager - who is in charge of overseeing the

manufacturing process and coordinating all activities to ensure that there are
enough resources available.

Alcantara, Erizza June: Assistant Production Manager – are in charge of the

planning and execution of the manufacturing processes.

Bartolome, Chriztine Dream: Packaging Manager - accountable for the

appropriate maintenance of packaging items, the efficient scheduling of staff,
and the availability of packaging materials and commodities to be packaged are
all responsibilities.

2.2 Start-up Summary

A mini booth will be built on-site at the specified location, which will be included in
our start-up fees. This figure also takes into account all of the operating expenses, such
as the costs of materials, ingredients, and packaging materials, in addition to the costs
of labor for specific tasks. It is intended that the start-up expenditures be covered by the
owners in order to obtain the desired initial investment, which will be utilized to operate
the entire business process. An additional element to consider is disinfectants, as one
of the goals of the business is to maintain the safety of all of the customers who will be
coming in and out of the establishment. Furthermore, the equipment and materials
required in the booth are included in the expenses incurred by the company to operate
the booth. Finally, a portion of the capital will be allocated to the upkeep of the firm in
order for it to continue to operate smoothly on a daily basis. The initial capital cost
₱50,000 as it need to cover all the expenses of the business.

The division for the assumed amount needed is shown in the following pie chart:

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 Maintenance
Disinfectants
Mini Booth
Packaging Materials

Materials and Equipment for

Ingredients Mini Booth

Fig. 2 Pie Chart of the Division of Expenses of HELDEJA Co.

3.0 Products

HELDEJA Co. strives to create a welcoming and pleasant environment that

encourages customers to return and make repeat purchases. In addition, the vibes may
inspire guests to bring their friends, relatives, or other individuals to enjoy the company.
We are a welcoming and courteous company that will accommodate any and all
customers, whether they are inquiring or making a purchase. The company will ensure
that its consumers are satisfied and that their expectations in terms of cosmetics are
fulfilled. Because it has organic elements that encourage healthy components that are
beneficial to the lips, the company will provide customers with a high-quality lip balm
that will be of benefit to them.

The following ingredients will be used in the production of the product:

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 BEESWAX. In cosmetics, they are used as thickeners, emulsifiers, and
stiffening agents, among other things.

COCONUT OIL. Coconut oil has a variety of elements that are beneficial to
your health and a balanced diet. It is high in fatty acids, which your body
need, and it may aid boost cognitive function, metabolism, and the health of
your hair and skin.

COCOA BUTTER. Because cocoa butter contains a high concentration of

fatty acids, it is an excellent choice for use as a key ingredient in skin
creams. Fatty acids aid in the hydration of the skin. The fat found in cocoa
butter acts as a protective barrier, keeping moisture in and preventing your
skin from drying out as a result.

SHEA BUTTER. It has emollient properties, which means it softens and

hydrates the skin. In addition to protecting skin from environmental harm
such as pollution, shea butter includes several different types of fatty acids,
including lineoleic, oleic, palmitic, and stearic acids, which all contribute to
the improvement of the skin's natural barrier.

VITAMIN E. Chapped, dry lips can be alleviated by the application of topical

vitamin E oil. Because vitamin E promotes cell turnover and regeneration,
using it to dry lips accelerates the appearance of new cells on the surface of
the lips. Vitamin E oil has a thick and greasy viscosity, which helps to prevent
further discomfort from occurring.

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 COLORING LIQUID. The purpose of a coloring agent, also known as a
colorant, is to dye the material to the desired hues.

SCENT. It is used to impart a pleasant scent to lip balms, making them more
appealing to consumers.

Fig. 3 Sample Lippie of HELDEJA Co.

One of the goods that HELDEJA Co. will be releasing is depicted in the image
above. The packaging is constructed of cardboard and contains seeds so that once the
balm has been used, the consumer can use the seeds to grow a plant.

4.0 Market Analysis Summary

Our primary target market is people who are into makeup, especially lip products,
who desire healthy-looking lips with various colors to choose from. The secondary
target market is people who support nature and eco-friendly products. There is an
overlap between these segments concerning cash on delivery and reselling. Makati and

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its surrounding communities are a growing middle-class area with more than 600,000
residents.

4.1 Market Segmentation

Those residents of neighboring communities of Makati are included in the market

segmentation, such as the City of Taguig and Pasay. Only those within Makati City are
included in the cash on delivery and meet-up mode of payment. An estimated 60% of
Makati residents reside within the distance radius within reach of the sellers.

Fig. 4 Table of Market Analysis

4.2 Target Market Segment Strategy

We haven't ruled any group or class out in our target market area. Most residents
in this area are female; according to the latest number of voters in this city, there are
around 256,000 females. By the data shown, assuming that those who live in the city
conclude that the majority of the residents are female. The product doesn't just serve
females but all people of all genders. We believe that the majority will appreciate our
product's value. We have a solid commitment to providing the community with a quality
product.

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We strongly believe we will overcome any competition in our area. The local competition
includes brands like Colourette, Kayu Beauty, Ever Bilena, and Careline, but they have
no competition for our concept, ideals, fresh product, and accommodating customer
service.

4.3 Industry Analysis

Lip Balm Statistics:

 Represent 19.3% of all lip products

 Filipinos use lip balms 3-5 times a day

 The Lip Balm industry generates 821.8 million dollars per year with
continuous innovation and growth.

 81% of women use lip balms

 39% of men use lipstick or lip balm products

5.0 SWOT Analysis

This part contains the following information: the company's strengths and
weaknesses, as well as opportunities and threats to the product. Trends and realism
have been used to compile the material supplied in order to avoid making incorrect
assumptions and expectations.

5.0.1 Strengths

 Following the viral video of experts proclaiming the end of the world as a result of
climate change, environmentally friendly products have become increasingly
popular.

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  In addition to utilizing cosmetics that could help them look more beautiful, Gen-Z
is also on the verge of earning money as brand ambassadors, according to
recent research.

 Natural and organic ingredients will be utilized in the production of the lipstick; in
addition, the container is made of cardboard and can be used to grow plants.

5.0.2 Weaknesses

 Because of a deficiency of well-known influencers, they are not as marketable as

large brand names.

 As a result of the fact that the product is not new to the market, yet it is not very
strong in terms of recognition, it would have a slow rate of recognition.

5.0.3 Opportunities

 The product has the potential to spark a global movement aimed at saving the
environment, reducing pollution, and reducing the overproduction of cosmetic
items.

 Obtaining or attracting high-profile endorsements for the product would result in

increased product recognition and sales overall.

5.0.4 Threats

 Would be overshadowed by more established businesses, with the danger of

being left out of the running.
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  There were no sales at all.

 Marketing techniques that are ineffective.

5.1 Competitive Edge

A more in-depth examination of the cosmetics and beauty care products

manufacturing industry reveals that the market has become significantly more
competitive in the last decade. In fact, if you want to remain competitive in this industry,
you must be very innovative, customer-centric, and proactive in your operations. We are
well aware of the strong competition and are prepared to compete on an equal footing.

The extensive experience of our management team will add to the competitive
advantage of Eco-Friendly Lippie, a product of Heldeja Co. In addition to our vast
selection of lip balm and other product hues, as well as our extensive distribution
network, as well as our excellent customer service culture, we will have a number of
major advantages.

Finally, our employees will be well taken care of, and their benefits package will
be among the best in our industry's category, signaling that they will be ready to
collaborate with us in order to build the firm and achieve our goals. Freelance sales
agents, who we would recruit on a case-by-case basis, will also be provided with
reasonable working conditions and commissions.

5.2 Marketing Strategy

We collaborate with industry professionals to develop marketing tactics that will

assist us in achieving our company goal of grabbing a larger portion of the Philippine
market in the near future. Overall, Eco-Friendly Lippie, HELDEJA Co. intends to market
and sell its products using the following sales and marketing strategies:

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  Distribute introductory letters to merchants, retailers, makeup artists, beauty
salons and spas, and other stakeholders in the Philippines in order to offer our lip
balm and other product shades to these individuals.

 Publish advertisements for our products in local newspapers, on local television

and radio stations, and on the internet.

 We have placed advertisements for our company and items in the yellow pages
(local directories).

 Make use of the internet to promote our lip gloss and other related product offers
to customers.

 Participate in direct sales and marketing campaigns.

 Encourage people to use word-of-mouth advertising as a marketing strategy

(referrals).

5.3 Sales Strategy

Sales will be generated through the use of the marketing strategy that has been
previously outlined in this business plan.

While our lip balm manufacturing facility meets industry standards, we will
continue to market all of our products and the company's overall brand. We will use
every available resource to market Eco-Friendly Lippie, a product of HELDEJA
Company. Even for repeat clients, we train our employees to always describe and
propose things, as well as to always upsell. The realization that upselling often leads in
larger gratuities because the checks are larger is the secret to our employee's success
in upselling to customers.

We will build long-term connections with our clients and become their go-to
source for chemical-free items that are proven to be safe to use. We plan to position
ourselves as the nation's top neighborhood and community lip balm line in our
marketing efforts.
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5.3.1 Sales Forecast

One thing is certain when it comes to the manufacturing of lip balm lines: if your
products are well-packaged and branded, and your manufacturing facility is centrally
located and easily accessible, you will always be able to fascinate consumers.

We were able to conduct an investigation into the cosmetics and beauty care
products manufacturing industry, study our market opportunities, and forecast the
following sales figures. It is indicated in the table below that the sales prediction for Eco-
Friendly Lippie, Heldeja Co. is based on the location of our firm and various other
factors that are important for new businesses in the Philippines.

 First Fiscal Year (FY1): ₱40,000

 Second Fiscal Year (FY2): ₱60,000

 Third Fiscal Year (FY3): ₱80,000

Using current industry data, this estimate was created under the assumptions of
no significant economic downturn and that no big competitor will offer the same
products as we do in the same geographic area as we are located. Please keep in mind
that the above projection may be both lower and higher at the same time depending on
the circumstances.

6.0 Management and Personnel Plan

We are a small company owned and operated by five people: Chriztine

Bartolome, Erizza Alcantara, Hannah Lyka Ebao, Angela Mahusay, Jancyn Hallig,
Hannah Elaine Miranda, and Hanz Peñamante, groupmates, as a partnership. The
transformational management style reflects the participation of the owners. They usually

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believe change and growth are the only way to stay ahead of the curve, so they push
their employees past their comfort zone, realizing they're more capable than they
initially thought. The company respects its community of co-workers and treats all
workers well. This team is innovative, so it is easy to adapt to drastic industry changes.

Maria Angela Mahusay is currently studying at the University of Makati with an

academic track in Accountancy, Business, and Management. Her achievements during
her study include grade 11 with high honors and grade 12, 1st semester with high
honors. Additionally, her Distinction in National Academic. Her skills and experience in
leadership and business management are a great asset to this venture.

Hanz Henessy Peñamante is currently studying at the University of Makati with

an academic track in Accountancy, Business, and Management. His achievements
during his study include grade 11 with high honors and grade 12, 1st semester with high
honors. Additionally, he was appointed as the head department of fundraising. His skills
and experience in innovation, technology, and business are significant assets to this
venture.

Jancyn Hallig is currently studying at the University of Makati with an academic

track in Accountancy, Business, and Management. Her achievements during her study
include grade 11 with high honors and grade 12, 1st semester with high honors.
Additionally, her variety of wins in different competitions. Her skills and experience in
financial planning are an effective asset to this venture.

Hannah Elaine Miranda is currently studying at the University of Makati with an

academic track in Accountancy, Business, and Management. Her achievements during
her study include grade 11 with high honors and grade 12, 1st semester with high
honors. Additionally, her excellence in her significant subjects and some contests. Her
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skills and experience in organizing and creativity in designing are efficient assets to this
venture.

Hannah Lyka Ebao is currently studying at the University of Makati with an

academic track in Accountancy, Business, and Management. Her achievements during
her study include grade 11 with high honors and grade 12, 1st semester with high
honors. Additionally, she was recognized as the governor's volunteer. Her skills and
experience in production and technology are a competent asset to this venture.

Erizza June Alcantara is currently studying at the University of Makati with an

academic track in Accountancy, Business, and Management. Her achievements during
her study include grade 11 with high honors and grade 12, 1st semester with high
honors. Additionally, her top honors in classes. Her skills and experience in the
manufacturing business are a suitable asset to this venture.

Chriztine Dream Bartolome is currently studying at the University of Makati with

an academic track in Accountancy, Business, and Management. Her achievements
during her study include grade 11 with high honors and grade 12, 1st semester with
high honors. Additionally, her outstanding academic performance. Her skills and
experience in software and management are a workable asset to this venture.

6.1 Personnel Plan

The personnel table assumes the level needs of employees and 5% per annum
pay raises. Staffing for a 7-day-a-week office necessitates two shifts. In addition to the
hours open, we anticipate an additional hour before opening for preparation and an hour
after closing for cleanup. This is approximately 8 hours of staffing necessary, Sunday -
Thursday and 10 hours on Friday and Saturday.

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 The two production leader positions are part-time, earning ₱727.56/hr. The
production leaders will serve as the shift leaders of the warehouse/storage worker.
Warehouse workers will serve who oversee receiving and processing incoming stock,
picking orders from the warehouse stock, and managing them. There will be one
dedicated maintenance person position per shift. Wages for warehouse workers,
maintenance persons, and delivery drivers, who are all part-time, are ₱514.37/hr, with
opportunities for all to share the combined earned tips. People working as production
leaders must be over 21 and are physically fit to fulfill their day-to-day duties.

Hourly part-time positions as warehouse workers, maintenance persons, and

delivery drivers average approximately 30 hours per week each. The delivery staff will
work 5 hours shifts each night, with an extra delivery staff member added on Thursdays,
Fridays, and Saturdays. During the week, if this person is not delivering, they will work
in the warehouse as needed, directed by the production leads.

Fig. 5 Table of Personnel Plan

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7.0 Financial Plan

The financial picture is pretty positive. We will be slow to seize on debt and
substantially invest in our assets, but with our increase in sales, we expect to apply for a
credit line with the bank to a ceiling of 50,000. The credit line is supported by assets.

7.1 Pro-Forma Profit and Loss

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7.2 Balance Sheet

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7.3 Cash Flow Statement

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8.0 Appendix

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