FELLA INCORPORATION

Maysan Rd., Valenzuela City, Metro Manila

Business Plan
of
Fella Incorporation

Submitted by:

Acierda, Wincel

Graciano, Vhastie

Nava, Earl

Ontal, Vincent

Plete, Eliza

Ramirez, Janilyne

Ramos, Krysstyn Mae

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Maysan Rd., Valenzuela City, Metro Manila

TABLE OF CONTENTS

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . 4

Description of the Business

Name of the Company

Location of the Business

Finding Requirements & Source of Funds . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Vision Statement

Mission Statement

Objective

Business Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Product Description . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Company Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Company's Tagline

Personnel Requirement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

CHAPTER I

Operational Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Organizational Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Role of the Owners

Role of the Managers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12-14

Role of employees

Proposed Salary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Technology

Equipment & Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . 16

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Equipment Required . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17-18

Source of Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . 19

Estimated Product Cost . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20

Production Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . 21

Product Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Channels and Distributions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . .. 23

CHAPTER II

Marketing Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 24

Trend in the Industry

Consumer Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25

Market Segmentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Target Market

Competitor Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27-28

Marketing Position . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

Marketing 5P's . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . .30

CHAPTER III

Financial Aspect. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . .. . .30

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INTRODUCTION

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Maysan Rd., Valenzuela City, Metro Manila

DESCRIPTION OF THE BUSINESS

This Business Plan is intended to serve as a starting point for Fella Printing Shop that can
help the management achieve their business goals and objectives someday. The
management behind this plan decided to have printing shop to adopt in the rapid growth of
technology and serve as a bridge to every customer in achieving their desire design in shirts
with the tagline “Print Your Idea” The Fella Printing Shop will do whatever that the
customers want as a design in their orders.

Fella Printing Shop, created a lot of platforms and marketing strategy to be able to gain
attention to the customers. You may see it as you continue to read this business plan. The
management did their best for this business plan not only to be a successful one but also
wants to offer high quality and the best shirts design to be able to make the customers
happy and satisfied.

NAME OF THE COMPANY

Fella is a Printing service company in Valenzuela that empowers clients to turn their
ideas into reality. The company aims to provide high quality multi-color heat press
printing services with our wide range of services at a cost-effective price. This includes t-
shirts, promotional materials such as flyers and posters, and other high-end jobs, printed
according to customers specifications and demands.

LOCATION OF THE BUSINESS

Maysan Rd., Valenzuela City, Metro Manila

FINDING REQUIREMENTS & SOURCE OF FUNDS

The owner of this business will provide all of the funds needed in the business to be used
as the start of growing business. The owner of this business is still studying or a student.
With the help of her work while studying she has accumulated enough money to start her
dream business. Php80,000 will be released to the start of new business. With her
willingness to help her parents, this business wants her to start at a young age that she
will try to be successful.

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VISION STATEMENT

Our Vision is to be one of the best providers of high-quality Heat Press printing services
clients printing requirements with competitive prices and ensuring to deliver excellent
product according to their specification and demands.

MISSION STATEMENT

Our Mission is to help our clients by providing high quality heat press printing services
that is cost-effective and become the most reliable commercial printing press in
Valenzuela, empowering them to turn their ideas into reality.

OBJECTIVES

 To provides the fastest and most reliable service.

 To ensure the good quality of product to meet their satisfaction.
 To build a good customer relationship.
 To continuously develop and create a more extensive business

BUSINESS GOALS

 The main goal of Fella business is to be one of the leading printing shop in
Metro Manila.
 To have numbers of branches all over the Metro Manila.
 To be a company that is full of innovating ideas.
 Maintain good business records and gain customer loyalty.

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PRODUCT DESCRIPTION

 Product Overview
A. Description with the image
1. Customized T-shirts

Everyone wants to be at ease while eating, drinking, sleeping, and of course wearing the
most comfortable shirts one could ever wish. Perfect for whichever activity you are in!
Our shirts are 100% cotton with comfortable loose fit at best value. The good news is you
can give us your preferred design and we can customized it for you.

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 Company Logo

Print your Idea.

 FELLA is a combination of the words “feeling" and “lad".

 “Feel or feeling" which means the feeling when you wear our product
because we assure our beloved customers that they feeling comfortably
and the durability of our product.
 “Lad” which means youth, the time when a young person has not yet
become an adult such as male, female, and LGBT. Youth is our target
customers.

 It's a cloud of ideas on your mind that you have the freedom to think of
any design you want. And a color paint on the outline of the cloud because
we're promoting printing business.

 Using the visual balance of black and white with an accent color leads to
powerful messaging and is a helpful strategy when wanting to draw
attention to a specific object or creating a visual.

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 Company's Tagline

“Print your Idea.”

We have so many things running in our heads and converting an idea into a reality is
never an easy task. In fact, it is extremely difficult. Thankfully, through extensive
technological advancement, some of it can be laid out in just an instant. In Fella, we
dedicate ourselves to constantly meet the ever-growing needs of clients in customization
through the use of heat press printing. With this, we will make sure to meet all our
client’s needs, demands, specification, and requirements by constantly giving high-
quality services at a cost-effective price.

 PERSONNEL REQUIREMENT

General Manager 1
Assistant Manager 1
Marketing Manager 1
Assist. Marketing 1
Manager
Human Resource 1
Manager
I.T Manager 1
Assist. I.T Manager 1
Financial Manager 1
Operation manager 1
Utility -
Driver -

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CHAPTER I
OPERATIONAL PLAN

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OPERATIONAL PLAN

I. Organizational Structure of Fella Incorporation

Krysstyn Mae M. Ramos

General Manager

Wincel Acierda

Assistant Manager

Janilyne Ramirez Jayson Zantua Earl Nava Eliza Plete Vincent Ontal

Operational Manager Marketing Manager HR Manager Financial Manager IT Manager

Fermin Camento Financial Vhastie Graciano

Machine Assistant IT
Assistant
Operator Marketing Assistant Manager

Utility Driver

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ROLE OF THE OWNERS

 Accomplishes staff results by communication job expectation, planning,
monitoring, appraising job result, coaching, counselling, and discipline
employees, development, coordinating and enforcing systems, policies,
procedures, and productivity standards.
 Oversee daily operations for the business unit or organizations.
 Provide direct management of key functional managers and executives in the
business unit.
 Insure overall delivery and quality of the units offering to customers.
 Set goods for each department.

ROLE OF MANAGERS
I. Assistant Manager
 Fill in for the manager when he is absent.
 Create reports, analyze and interpret data.
 Assisting the manager in organizing, planning and implementing strategy.
 Secure adherence to company’s policies and guidelines

Qualification:

 Leadership skill
 Creativity skill
 Knowledge
 Decision-Making Capability
 Discipline/Focus
 At least senior high school graduate

II. Operation Manager

 Overseeing the production of goods and or provision of service.
 Making sure that the business is running well with the smooth efficient service
that meets the expectation and needs of customers and clients.
 Support the company in production planning and making sure the business is
adequately resourced.

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Qualifications:

 Leadership skill
 Ability to Follow Directions
 Responsibility
 Likability
 At least senior high school graduate

III. Marketing Manager

 Developing, implementing and executing strategic marketing plans for an entire
organization.
 Identifying customers’ needs and wants.
 Coordinating marketing campaigns with sales activities.
 Overseeing the company’s marketing budgets.
 Overall responsibility for brand management and corporate identity.

Qualifications:

 Creativity
 Loyalty
 Adaptable
 They are Great Sales People
 Know the audience
 At least senior high school graduate

IV. HR Manager
 Responsible for training and development and employee relations.
 Responsible for the selection and recruitment of employees.
 Monitors performance management system.

Qualifications:

 Compartmentalization
 Compassion
 Legal Knowledge

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 Multi-Tasking
 How to Recruit and Hire
 At least senior high school graduate
V. Financial Manager
 Providing and interpreting financial information.
 Monitoring and interpreting cash flows
 Developing financial management mechanisms minimize financial risk.
 Managing budget of the business.

Qualifications:

 A formal accounting qualification

 Financial Reporting
 Analytic Ability
 Problem-Solving skills
 Knowledge of IT software
 Capacity for Innovation
 At least senior high school graduate

VI. IT Manager
 Updating and maintaining websites and other social media accounts.
 Overseeing a print project from the initial phase of reviewing client requirements
to final stage of production.
 Manage project quality.
 Responsible for the graphic design.

Qualifications:

 Analytical and problem-solving skills

 Computer skills.
 Communication skills
 Know how to make graphic Designs
 At least senior high school graduate

ROLE OF EMPLOYEES
 Cooperate with the employer on health and safety matters.
 Report hazards and effects of observe in the workplace.

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 Follow instructions from the employer on health and safety matters and attend
relevant health and safety training.

PROPOSED SALARY

Job Title Salary per month

General Manager Php8,000
Assistant Manager Php4,000
Marketing Manager Php4,000
Assistant Marketing Manager Php4,000
Operation Manager Php4,000
HR Manager Php4,000
IT Manager Php4,000
Assistant IT Manager Php3,000
Finance Manager Php3,000
Assistant Finance Manager Php3,000

OPERATIONS

A. TECHNOLOGY
This study aims to provide Fella’s technical information. Fella section will
also provide the list of equipment tools, and Software’s needed in production.

Software’s and Hardware:

 Adobe Photoshop
 Microsoft Word
 Microsoft Excel
 Cutter plotter

Technical Objective:

 To provide the better products and services

 To compute and analyze the data easily

B. EQUIPMENT AND TOOLS

Fella provide high quality multi-color heat press printing services with our
wide range of services at a cost-effective price

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EQUIPMENT REQUIRED

 Computer

Description Unit Price Quantity Cost

Desktop Php5,995 1 Php5,995
computer

 Printer

Description Unit Price Quantity Cost

Printer Php1,840 1 Php1,840

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 Ink

Description Unit Price Quantity Cost

Ink Php 49 6 Php 294

 Transfer Paper

Description Unit Price Quantity Cost

Transfer Php 113 50 sheets Php565
paper /10sheets

 Cutter and Scissor

Description Unit Price Quantity Cost

Cutter Php 50 3 Php 150
Scissors Php 15 3 Php 45

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 Heat Transfer Machine

Description Unit Price Quantity Cost

Heat transfer Php 3,323. 1 Php 3,323
Machine

SOURCE OF MATERIALS

 Divisoria

We choose divisoria as our t-shirt supplier because of having lower price but have a good
quality of shirts. The more you buy your products the more you can get discounts.
Companies and different organizations go all the way to Divisoria for wholesale t-shirt
printing. Some would choose to buy plain shirts and bring them to their desired printing
agency, although there are stores in Divisoria that package the shirts along with printing
for a more affordable deal. Juan Luna Street in Divisoria is a heaven for plain shirts of all
styles, colors and sizes.

 Lazada and Shoppee

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We choose lazada and shoppee to buy there our equipment that we needed in the
business. Lazada and shoppee is also a mobile app. who offers the cheapest and lowest
price that you can buy. Online shopping is also allowing the shoppers to cash on hand or
you can pay when you 're orders is totally on the doorstep. With lazada and shoppee we
do not have to go shopping and get tired of just buying a product.

ESTIMATED PRODUCT COST

 T-Shirt (small) 80
Print 40

Total = Php120/ pc

120 + 130 = Php250 selling price

 Mark-up Computation
130 ÷ 250 = 0.52
(52% added mark up in T- shirt)

 T-shirt (medium) 85
Print 40

Total = Php125/pc

125 + 150 = Php275 selling price

 Mark-up Computation

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150 ÷ 275 = 0.54

(54% added mark up in t-shirt)

 T-shirt (large) 90
Print 40

Total = Php130/pc

130+ 170 = Php300 selling price

 Mark-up Computation
170 ÷ 300 = 0.56
(56% added mark up in t-shirt)

 Pricing Strategy
The Fella shop will utilize and execute a pricing strategy that will fit to specific
target market.

PRODUCTION PROCESS

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 Product Overview
B. Description with the

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2. Customized T-shirts

Everyone wants to be at ease while eating, drinking, sleeping, and of course wearing the
most comfortable shirts one could ever wish. Perfect for whichever activity you are in!
Our shirts are 100% cotton with comfortable loose fit at best value. The good news is you
can give us your preferred design and we can customized it for you.

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Maysan Rd., Valenzuela City, Metro Manila

 Channels of Distribution

Direct Sales allows the business to freely communicate directly to customers

without any other form of intermediaries through visits, mail order, online and
have a complete control over the presentation of offers and pricing. While
interacting with customers, it allows to have a direct feedback on what you are
proposing and can easily adjust your marketing accordingly, based on what your
customers or target market’s needs.

SUPPLIER CUSTOMER

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Maysan Rd., Valenzuela City, Metro Manila

CHAPTER II
MARKETING PLAN

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Maysan Rd., Valenzuela City, Metro Manila

MARKETING PLAN

The main goal of Fella business is to be one of the leading printing Shop in Metro Manila
and to develop the most recognized and trusted brand for printing services on the Metro
Manila.

 Trend in the Industry

It's hard to tell for the future, but there’s always ways to make guesses for what t-shirt
design ideas will do well. For instance, if you are into pop culture, certain quotes and
phrases stand out. Internet culture has a lot of those too like memes and slang.
But, evergreen designs will always do well year round. These are designs that won’t go
out of style once trends go out of style. Some examples would be hobby based t-shirt
designs. Basketball won’t go out of style anytime soon and neither will rock climbing.

The best option is to create designs that you are comfortable with. If you are extremely
knowledgeable about a subject, cater to the audience by creating designs specifically for
them.

The thing about trends is that they’re always changing, that’s what defines a trend. So
keep in mind that in a year these design ideas might not be trending anymore.

When it comes to design, people are increasingly looking for something original. Nobody
likes walking down the street and seeing someone wearing the exact same outfit. That’s
why custom T-shirts are doing so well these days. Here’s a couple of designs to help your
get creative to make your own.

CONSUMER ANALYSIS

 Comfortable

 Size of market

 Buying Expectations

 Purchasing Practices

 Buying Experience

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MARKET SEGMENTATION

 Demographic Profile

Age: 13 and above

Gender: Female, Male and LGBT

Occupation: Anyone who wants and can afford our products

 Geographic Profile

Country: Philippines

Region: National Capital Region

Municipality/City: Valenzuela City

Land Area: 45.75 km2

Population: 638110

 Psychographic Profile

Social Class: Middle and Lower Class

Personality traits and Lifestyle: Individuals who are picky in the design of the products

that they buy

 Behavioural Profile

- Those individuals who want to customized shirts products

- Individuals who wants better quality of services

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TARGET MARKET

 Target Market Specification

The sales potential of customization business is unlimited. The target market of Fella are
female, male, and LGBTQ who are in lower or middle class. People who can afford to
buy our products and individuals who wants to have their own design on the products
they will buy. Regardless of their age they lead effective lifestyle. They are likely to be
associated with high quality product but not willing to pay an expensive price to buy a
certain product.

COMPETITOR ANALYSIS

 COMPETITORS

SLV Digital Solution Co., aims to provide innovative and high quality promotional
product and custom corporate giveaways intend to promote clients identity.

72 General Tibo St., Marulas, 1440 Valenzuela City

Customized Shirts price range: Php.250 – Php.300 per piece

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Lance Pierre Enterprise, was legally established last January, 2015 by its owner Mr.
and Mrs. Hennessy and Jealand Bautista. Its previous name was Jheazzy Prinybiz Center
Lunced IN November of 2010. Primarily intended to operate for document printing but
eventually develop into different kind of printing services in order to accommodate
customer’s needs.

3009 Mercedes St. Gen T. De Leon, 1441 Valenzuela City

Customized Shirts price range: Php.210 – Php.275 per piece

Transfer it! specializes on rush printing of t-shirts via heat transfer at affordable prices
and quality you can trust in over 20 outlets throughout the Philippines. They also offer
embroidery, silk screen, full bleed sublimation, made-to-order polo shirts, sportswear,
mugs, pillows UV direct ballpen, flash drives, powerbank, clock, button pin, ID lace, tote
bag, mouse pad, shot glass, sling bag, bag tag, photo magnets, and other souvenir items.

Paso de Blas Rd. Valenzuela (besides frego and mega colors)

Customized Shirt price range: Php.250 – Php350 per piece

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MARKETING POSITION

Q U A L I T Y

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Marketing 5P’s

 Product
Fella come up with the tagline “Print your Idea” which
the product to sign is requested by the consumers. They
have the power to satisfy themselves by their own layout
of t-shirts.

 Price
Fella product price is competitive but affordable. Prices can be lower because of
online techniques processing. Fella products prices are easy to compare on the
internet so there is more pressure on retailers to be competitive.

PHP 250 – small

PHP 275 - medium-sized
PHP 300 - large

 Place
Fella has different channels of distribution although they sell online, they have
also physical store located at Maysan Rd, Valenzuela, Metro Manila. Fella choose
this location because of accessibility.

 Promotion
As one of the growing customize printing business in the country, they assure that
there being a good model in terms of promoting an environmentally safe and
nature friendly product.

 Packaging
The packaging of Fella product is using eco bag
instead of plastic bags that can harm the
environment.

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CHAPTER III
FINANCIAL ASPECT

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PERMITS AND REGISTRATION

 BIR Permit

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 Sales Tax License

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 Business Permit & SEC Registration

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 FELLA Invoice Receipt

INVOICE #100

FELLA
Maysan Rd.,
Valenzuela City, Metro Manila
09321199347/ 09358525701
[DATE]

BILL TO FOR
[NAME] | [COMPANY] [PRODUCT
[ADDRESS] DESCRIPTION]
[CITY, STATE ZIP]
[PHONE]
DESCRIPTION AMOUNT

[Description] [Amount]

[Description] [Amount]

[Description] [Amount]

[Description] [Amount]

SUBTOTAL $0.00

TAX RATE 0.00%

OTHER $0.00

TOTAL $0.00

Make all checks payable to Fella. If you have any questions

concerning this invoice, contact Ms. Eliza Plete, 09321146827,
[email protected]
THANK YOU FOR YOUR BUSINESS!

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PROJECTED INCOME STATEMENT

Income Month 1 Month 2 Month 3

Sales 90,000 105, 000 120,000

Cost of Goods Sold 43,200 50,400 57,600

Gross Profit 46,800 54,600 62,400

Expenses

Rent 10,000 10,000 10,000

Salaries 41,000 41,000 41,000

Electricity 2,500 3,000 4,500

Internet Connection 1,500 999 999

Supplies 1,894 1,560 1,691

Equipment 12,476 - -

Furniture & Fixture 10,351 - -

Taxes & Licenses 3,000 - -

Transportation 200 200 200

Total Expenses 82,921 56,759 58,390

NET INCOME (36,121) (2,159) 4,010

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EXPENSE Month 1 Month 2 Month 3

Description Unit Price Quantity Cost Quantity Cost Quantity Cost
Ink 49 6 294 8 392 10 490
Transfer Paper 113 / 50 565 60 698 70 791
10 sheets
Cutter 50 3 150 2 100 - -
Scissor 15 3 45 2 30 - -
Broom 70 1 70 - - 1 70
Dustpan 50 1 50 - - - -
Trash Bin 100 1 100 - - - -
Garbage Bag 17 10 340 10 340 10 340
Dust Brush 80 1 80 - - - -
Mop 200 1 200 - - - -

Total Expenses Php1,894 Php1,560 Php1,691

EQUIPMENT Month 1 Month 2 Month 3

Description Unit Price Quantity Cost Quantity Cost Quantity Cost
Desktop 5,995 1 5,995 - - - -
Computer
Printer 1,840 1 1,840 - - - -
Heat Press 3,323 1 3,323 - - - -
Machine
Electric fan 659 2 1,318 - - - -

TOTAL Php12,476 - -

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 FELLA INCORPORATION

Maysan Rd., Valenzuela City, Metro Manila

FIXTURE & Month 1 Month 2 Month 3

FURNITURE
Description Unit Quantity Cost Quantity Cost Quantity Cost
Price
Wall Clock 150 1 150 - - - -
Cabinet 970 2 1,940 - - - -
(3-layer w/o
door)
Table top 299 1 299 - - - -
Mannequin
Mannequin w/ 799 1 799 - - - -
stand
Office Table 4,450 1 4,450 - - - -
Swivel Chair 357 2 714 - - - -
Waiting Chair 1,999 1 1,999 - - - -

TOTAL Php10,351 - -

Names Job Title Salary per month

Krysstyn Mae Ramos General Manager Php8,000
Wincel Acierda Assistant Manager Php4,000
Jayzon Zantua Marketing Manager Php4,000
Fermin Camento Assistant Marketing Manager Php3,000
Janilyne Ramirez Operation Manager Php4,000
Earl Nava HR Manager Php4,000
Vincent Ontal IT Manager Php4,000
Vhastie Graciano Assistant IT Manager Php3,000
Eliza Plete Finance Manager Php4,000
- Assistant Finance Manager Php3,000

TOTAL Php41,000

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