I.

EXECUTIVE SUMMARY
The name of our business is Parapherna Marchen. Parapherna means goods a bride
brings over and Marchen means Folktale. We are committed to delivering a delightful
sensory experience to our customers through our diverse range of unique and tantalizing ice
cream flavours.

Parapherna Marchen is located in Milagros we offer a product that’s beyond the

ordinary and ventures into the extraordinary. This business is based on direct sales to
customers through our physical store, as well as through online orders for home delivery. The
company plans to expand it's reach by opening additional stores in strategic locations and
partnering with food delivery apps to increase accessibility.

The owners attain excellence owner optimism, logic, hardwork with education
through our passion and dedication we can definitely make it work. Parapherna Marchen
brings joy to many people and providing a place for friends families to gather and enjoy a
treat together. They can contribute to the local economy, creating jobs and supporting local
suppliers.

Our business is fast delivery we can assure that you will receive your order at a time.
Also our ice cream is aesthetic and quality we are committed to using only the finest
ingredients to ensure the highest quality and taste. We offer rotating menu of seasonal
flavours ensuring that there is always something new and exciting to try. We believe that ice
cream is not a just a dessert but a form of edible art that delights the senses

II. GENERAL COMPANY DESCRIPTION

Mission
To delight our customers with delicious, high-quality ice cream creations while
providing exceptional service and ensuring a delightful experience with every scoop.

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Company Objectives
1. Quality Excellence: Continuously strive to produce the finest, most flavorful ice
creams using only the freshest ingredients and innovative recipes.

2. Customer Satisfaction: Foster lasting relationships with our customers by

consistently exceeding their expectations in taste, service, and overall experience.

3. Operational Efficiency: Streamline our production and delivery processes to ensure

timely and reliable service, maximizing convenience for our customers.

4. Innovation and Variety: Regularly introduce new and exciting flavors to tantalise
taste buds and keep our offerings fresh and enticing.

5. Community Engagement: Actively engage with our local community through

partnerships, events, and initiatives that promote social responsibility and enrich the
lives of those we serve.

Business Philosophy
At Parapherna Marchen, we believe that every scoop of ice cream should be a moment
of joy and indulgence. We are passionate about crafting the finest quality ice creams, using
only the best ingredients to ensure each bite is an exquisite experience. Our commitment to
excellence extends beyond our products to our service, where we aim to create a warm and
welcoming atmosphere for our customers. We understand that enjoying ice cream is more
than just satisfying a craving—it's about creating memories and moments of pure delight.
That's why we go above and beyond to ensure that every interaction with our brand leaves
our customers feeling satisfied, appreciated, and eager to return. With enthusiasm and
dedication, we strive to make every scoop a celebration.

Keys to Success
1. Unique Selling Proposition (USP) Determine what sets our ice cream product apart from
competitors. Identify the unique features, flavors, or ingredients that make "Parchen
(Parapherna Marchen)" stand out in the market.

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2. Identify target audience for "Parchen (Parapherna Marchen)" ice cream. Consider factors
such as age groups, preferences, and geographical location.

3. Conduct thorough market research to understand the demand for ice cream in the target
market. Analyze the competition, market trends, and consumer preferences to identify
opportunities and potential challenges.

4. Develop a strong brand identity for "Parchen (Parapherna Marchen)" ice cream. Create an
appealing brand logo, packaging, and marketing materials that resonate with your target
audience. Implement effective marketing strategies, such as social media campaigns,
influencer collaborations, and local promotions, to build brand awareness and attract
customers.

5. Ensure that "Parchen (Parapherna Marchen)" ice cream offers high-quality ingredients and
flavors. Experiment with unique flavors and introduce seasonal or limited-edition options to
keep customers engaged and interested.

6. Set competitive yet profitable pricing for our ice cream products. Consider factors such as
production costs, overhead expenses, and market demand while determining the pricing
strategy. Striking the right balance between pricing and profitability is crucial for long-term
success.

7. Establish effective distribution channels to make "Parchen (Parapherna Marchen)" ice

cream easily accessible to our target customers. Explore options such as partnering with local
grocery stores, restaurants, or setting up your own ice cream parlor or food truck.

8. Focus on providing exceptional customer service and a memorable experience to your

customers. Train the staff to be knowledgeable about the product, offer samples, and engage
with customers to build loyalty and positive word-of-mouth.

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III. COMPANY PRESENTATION
Since 2024, Parapherna Marchen is an elegant brand of Ice Creams with innovative
flavors and toppings. Parapherna meaning “goods that a bride brings to her dowry”, and
marchen as “tale”. Together, they represent the owners of this business bringing goods for
joyous celebrations like a tale for the people.

IV. CORPORATAE OVERVIEW

Creation of the corporation
In the year 2024, Parapherna Marchen was created by three business partners interested
in an innovative concept to attract customers in a small market. This has persuaded us to
invest heavily on the most possible successful product—which is ice cream. The team made
an ice cream of unique selling proposition and a vision to create with the mission to deliver
the best ice cream from a small business in town.

Parapherna Marchen is located near the Crossing St. at Milagros, Masbate beside a near
landmark called Crispy King. The owners today are committed in putting dreams, tales,
fantasies into a reality with a scoop of cravings and happiness online or in a tangible store.

The Team

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 Mary Jean Boloso (Entrepreneur CEO)
Mary Jean Boloso is a dynamic leader able to reach out and connect innovative ideas to
the customer and the seller or investor. She is a General Academic Strand student, a leader, a
versatile manager, and a very well maintained team member fit for the job for customer
service while reaching the hearts and desires of the target market.

Mary Jean is outstanding in the said areas:

● Making innovative and attractive concepts
● Marketing the target audience
● Has a very wide scope of the business industry
● Knows a lot of influential people
● Create a concept to a reality
● Prepare clear objectives for the business

Thalia Nicole Guardame (Artist CEO)

Thalia Nicole Guardame’s expertise lie on the artistic side of the business using scraps
to a pleasing degree. She is able to design and mold a layout on time with the business, truly
pointing out that she deserves to be in this spot. She is resourceful, and the best content and
design creator in this business. She has won several praises for her artworks and crafts, and
often appears during school events to create entertainment. Valid enough to lead in the world
of colors.

Thalia Nicole is outstanding in the said areas:

● Being resourceful
● Catering the wants of a customer
● Puts art even in the hardest places
● Expert in the Arts industry with an impeccable taste for music and artists
● A traveller for arts
● Can handle a team to make the best artwork

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Princess Yutiga (Operator CEO)
Princess Yutiga makes her way as the underdog of the business. She is responsible for
the managing staff and facilities with a variety of knowledge to improve Parapherna
Marchen. She is one of the best qualified entrepreneur around, with a lot of connections in
her hands fitting for an operator owner.

Princess is outstanding in the said areas:

● Connections and Networking
● Underground management such as budgets, repairs, & production
● Knowledgeable in money
● Expert for facilitating
● Honest business partner
● Create innovative solutions

Legal Form of Company Ownership

Parapherna Marchen will have sole proprietorship for each part of the business. Mary
Jean Boloso will gain the profit from marketing, retails, and wholesales. While Thalia Nicole
receives profit in advertisements and art commissions. Princess will have the profit in
machinery and land. The three will divide the income from sales, investors, and future
interests in the company making all the distributions fair.

V. SERVICES
Parapherna Marchen focuses on the journey of creating the best and most versatile ice
cream for everyone to indulge. This is a luxury ice cream brand that is highly negotiable in
price but not in quality. And with that, Parchen offers an aesthetic and excellent service along
with the quality of the product. These are the following:

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 ● Aesthetic Table in front of The Store - This is a simple picnic-pattern covered
round steel table with two chairs made from plastic and a tiny flower vase at the
center added with tissues slipped inside a napkin container.
● Pleasant Ice Creams - Our first products include Okinawa, Matcha, Double Dutch,
Cookies and Cream flavors. No other common flavors.
● Accommodating Staff - The staff would be the same with the owners, because they
are still a small business currently. The three will handle the business each day.
● Small Online Orders - The staff or owners will create advertisements online in
different social medias to deliver their products at near places.

Future Products and Services

In the near future, after the business reaches their peak and growth with the profit goal,
Parapherna Marchen will evolve into different branches with their own managers and staff in
order to improve and make the business more known. Also allowing international or national
delivery wtih our own hotline and online website to order. The business will improve and the
following would be the main objectives in the evolution:

● Online Business
● National Delivery
● Fast food like business with nice atmosphere
● A small business to a company
● E-commerce
● Signature ice cream brand of a famous medium

VI. MARKET ANALYSIS SUMMARY

Parapherna Marchen focuses on serving the local community, particularly in areas close
to popular shops, schools,and universities. Initially,we will operate as a small business,
gradually expanding and potentially opening additional branches in different locations. Our
primary goals is to provide excellent service to our customers, ensuring that we meet their
needs and understand their preferences.We priorities the satisfaction and loyalty of our
customers,as their support vital to the success of our business.We are committed to

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maintaining a secure and reliable operation ,as losing a customer would not only impact our
business but also jeopardize all the hardwork and effort we have invested.Our ice CRE
business typically carter's to a wide range of individuals across different age groups.While the
primary target demographic encompasses people of all ages ,it is important to tailor the
product offerings to specific age groups.

Market Research
The market research can be defined as the process of gathering, analyzing and
interpreting the information about the product or the services.In this table the market size
(Local) column represents the estimated size of the ice cream market in the local area .The
Market size column indicates the percentage of market share held by each competitor.The
potential for growth column assesses the potential for growth based on factors such as market
saturation, customer demand,and competitive landscape.Parapherna Marchen's market size
and market share are marked as N/A since it is new entrant and does not have yet established
data . However,the potential for growth is marked as "High" to indicate the opportunities that
exist for Parapherna Marchen to capture a significant portion of the market share due to its
unique offerings and strategies.

Size of the Market

This table as a snapshot of the market size and competitive landscape, providing insight
into the potential market share and growth opportunities for Parapherna Marchen in relation
to it's competitors.

Competitor Market Size Market Share Potential for

(Local) Growth

Sweet Scoops Large 20% Moderate

Creamy Delights Medium 15% Moderate

Frosty Treats Medium 10% Limited

Scoops on Main Small 5% Limited

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 Parapherna N/A N/A High
Marchen

Market Segmentation
The Market is divided into three segments:
1. Demographic segmentation - The first segments could be based on age, gender, income
level, etc. For instance, Parapherna Marchen Ice cream could target kids ,teenagers,or adults
separately with different flavors or packaging.

2.Geographic segmentation - The second segment involves segmenting the market based on
location. The business could focus on certain cities, regions or countries.

3.Psychographic segmentation -The third segments is based on lifestyle, personality,and

values. For example Parapherna Marchen Ice cream could treat health conscious individuals
with low - sugar on vegan ice cream options.

Market Entry Barriers

The battiers faced when entering the market are:
a) Capital Requirement
b) Access to distribution channel
c) Brand Loyalty
d) Regulatory Compliance
e) Product Differentiation

Overcoming the Barriers

Capital Requirement
- Requires significant investment for equipment (like freezers,ice cream makers),
ingredients, packaging,and perhaps a physical store.This could be a substantial barrier
for a small business.

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Access to Distribution Channel
- Large, established ice cream companies may have exclusive contracts with
supermarkets and convenience stores,making it difficult for a new entrant to find
retail space.

Brand Loyalty
- Consumers often have strong preferences for certain ice cream brands.Overcoming
this loyalty and convincing customers to try a new product can be a significant
challenge.

Regulatory Compliance
- The food industry is heavily regulated.A new entrant need to ensure compliance with
all relevant health and safety regulations, which can be time-consuming and costly.

Product Differentiation
- The ice cream market is quite saturated.A new entrant needs to offer something
unique to stand out, whether that's a unique flavor , healthier options,or,a novel
serving method.

Potential Competitions
Competition
These competitors can vary based on location and market dynamics.In the competitive
landscape of our ice cream small business industry there are several key players that
Parapherna Marchen should be aware of. (1) Established ice cream brands (2) Local Artisanal
Ice cream shops (3) Frozen yogurt chains and lastly (4) especialty Dessert shops. To thrive in
this competitive landscape, Parapherna Marchen should focus on differentiating itself through
unique flavors, high-quality ingredients, exceptional customer service,and a strong brand
identity.

Local Competitors Service

Competitors Strengths Weaknesses Differentiating

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 Factors

Sweet Scoops - Wide variety - Limited - Use of

of flavors seating locally
- Homemade capacity sourced
ice cream - Limited ingredients
- Loyal parking - Unique
customer availability flavor
based - Higher price combinations
point - Friendly
compared to customer
some service
competitors

Creamy Delights - Artisanal, - Limited store - Luxurious

handcrafted hours and
ice cream - Smaller shop indulgent
- Premium spaee experience
ingredients - Limited - Attention to
- Attention to flavor detail in the
quality options ice
compared to cream-makin
larger g process
competitors - Focused on
- Limited making
outdoor unique flavor
seating profiles

Frosty Treats - Classic ice - Limited - Nodtalgic,

cream space for atmospheric,
flavors customers and
- Specialized traditional
ingredients - Limited ice cream

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 - Established parking experience
presence in options - Family-owne
the local d and
community community-f
ocused
- Focus on
creating a
welcoming
environment

Scoops on Main - Rotating - Limited - Cosy

selection of scaling atmosphere
seasonal options and central
flavors locatiin
- Community- - Decreased - Engaging
centered choices of with the
space flavors in local
- Charming season community
ambiance - Emphasis on
seasonal
flavors and
ingredients

In the local market,Parapherna Marchen may face competition from various local ice
cream businesses. Sweet Scoops is a popular local ice cream shop known for its wide variety
of flavors and homemade ice cream. Creamy Delights is a local ice cream business that
specializes in artisanal, handcrafted ice cream. Frosty Treats offers a variety of toppings and
specialty sundaes, providing customers with a traditional ice cream parlor experience. Scoops
on Main they offer a cozy atmosphere and a rotating selection of seasonal flavors. To
compete with these local competitors, Parapherna Marchen can differentiate itself by offering
unique and innovative flavors, using high-quality ingredients, and providing exceptional
customer service. Creating a welcoming and visually appealing ambiance, implementing

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creative marketing strategies, and engaging with the local community can also help
Parapherna Marchen establish its presence and attract customers in the local market.

Niche
Parapherna Marchen can specialize in offering unique and exotic flavor combinations
that are not commonly found in traditional ice cream shops. By focusing on artisanal
craftsmanship and using high-quality ingredients, It can create a niche for itself as a
destination for customers seeking innovative and adventurous ice cream flavors. This can
attract customers who are looking for a distinct and memorable ice cream experience that
goes beyond the conventional flavors offered by other competitors.

Distribution Channels
Online Ordering and Delivery, This distribution channel allows customers to place
orders through a website or mobile app and have the ice cream delivered to their doorstep.
Wholesale to Retailers,This distribution channel allows for wider market reach by leveraging
the existing customer base and distribution networks of these retailers.

Target Market Segment Strategy

Health-Conscious Consumers Catering to health-conscious consumers can be another
target market segment for our business. Emphasizing the use of natural ingredients and
highlighting nutritional benefits can resonate with this segment. Local and
Community-Oriented Customers Focusing on building a strong connection with the local
community can be a successful target market segment strategy for our business.Engaging
with local events, partnering with community organizations, and supporting local initiatives
can help create a sense of belonging and loyalty among customers. To effectively target these
market segments. Our business Parapherna Marchen can utilize various marketing strategies
such as social media campaigns, collaborations with influencers or local businesses,
participation in food festivals or events, and creating a visually appealing and engaging brand
presence.

Reaching the Target Market

This will allow our business to refine approaching and ensuring our target market.

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 Established a strong online presence through a well -designed website and active social
media profiles.

Collaborate on cross - promotions , special menu items featuring our Parapherna

Marchen's ice cream. Unique packaging and branding, Sampling and Tasting. To utilize
platforms like Instagram, Facebook,and twitter to showcase visually appealing images of the
unique ice cream flavors, engage with followers and share updates about new flavors,
promotion and events. It significantly contributes to the enhancement of our business.It can
lead to innovations such as the introduction of new ingredients and it can also attract a larger
customers base due to the uniqueness of our business. This groups shares common
characteristics,needs, preferences,and behaviours that distinguish them from other market
segments.Reaching the target market is vital because this group is the most likely to purchase
the company's product or service.By focusing on this group, Parapherna Marchen can
maximize the profitability and success of it's market efforts.

Marketing Mix Model (4p's)

Price
Parapherna Marchen Ice Cream prices their products competitively based on factors
such as ingredient costs, production expenses, and market demand. They aim to offer
affordable prices while maintaining the quality and uniqueness of their ice cream. They also
offer different pricing options, such as single scoops, double scoops, and pint sizes,
to cater to different customer preferences and budgets.

Promotion
Parapherna Marchen Ice Cream promotes their business through various channels.
They use social media platforms like Instagram and Facebook to showcase their unique ice
cream flavors, engage with their followers, and announce special promotions or events. They
also collaborate with influencers and food bloggers to create buzz and reach a wider
audience. Additionally, they participate in local food festivals and events to introduce their
ice cream to new customers.

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Place
Parapherna Marchen Ice Cream operates from a small and cozy storefront located in a
popular shopping district. The location is easily accessible and attracts both locals and
tourists. They also have a strong online presence, allowing customers to place orders for
pickup or delivery through their website or popular food delivery platforms. Additionally,
they collaborate with local cafes and restaurants to offer their ice cream as a dessert option.

Product
Parapherna Marchen Ice Cream offers a variety of unique and delicious ice cream flavors
inspired by fairy tales and fantasy. They use high-quality ingredients and offer both dairy and
non-dairy options to cater to different dietary preferences. Their product range includes
classic flavors as well as creative and seasonal flavors that change regularly.

1. Quality Ingredients: Always use the highest quality ingredients you can afford. Fresh,
natural, and organic ingredients can make a significant difference in the taste of your ice
cream.
2. Unique Flavors: Experiment with unique, gourmet flavors. This can set you apart from
other ice cream shops. You could consider seasonal flavors or collaborate with local
businesses for ingredients.
3. Attractive Packaging: Invest in attractive, eco-friendly packaging. This can be a great way
to attract customers. Plus, it's good for the environment!
4.Collaborations and Partnerships: Consider partnering with local restaurants or businesses
to offer your ice cream as a dessert option.
5. Online Presence: Create a strong online presence. This includes having a user-friendly
website and active social media profiles. Sharing mouth-watering photos of your ice cream
can be a great way to attract customers.
6. Delivery Services: In today's digital age, home delivery services are a must. Partner with
delivery apps to make your ice cream more accessible to customers.
7.Customer Loyalty Program: Implement a customer loyalty program. This can encourage
repeat customers.

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8. Excellent Customer Service: Last but not least, always provide excellent customer service.
This can make a big difference in whether customers choose to return to your store.

VII. FINANCIAL PLAN

The segment of this business plan will show the forecast for over the next three years of the
bsuiness and financial assumptions based on the designated positions by the owners on a
steady economy and standards of business. All numbers are in Philippine Peso (PHP) and
will cover the start-up summary, sales forecast, start-up funding, profit and loss, gross
margin, cash flow, and balance sheet.

Start-up Summary
Mary Jean Boloso, Thalia Nicole Guardame, and Princess Yutiga will work together for
this business in order to figure out a stable venture of Parapherna Marchen. The following
tables will show the start-up require that is soon needed in the cash flow statements and
balance sheets.

Start-up Requirements
The table will show the expenses needed by the firm for preparation starting with the
total of start up expenses which is 6,950 PHP.

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Funding the startup Requirements
The financial method to gain requirements is bootstrapping. The owners will cover all
the equipments and expenses by adding 12,067 PHP each.

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 The following graph shows the investment’s way of funding the assets and the expenses for
the startup phase of the business.

Sales Forecast
The sales has consultancy hours of 434,400 for the first year and continued to arise as
well as the price and sales for the emerging years. Since the business just has one product,
only sales would he stated in the table below.

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 According to the forecast, the business showed statistics and proved to be eligible for
future investments. And all the consultancy hours, estimated price, and the total sales would
be compared and shown from the three years to define the truth of Parapherna Marchen’s
improving business.

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 APPENDICES

DOCUMENTATIONS

PRODUCT

CURRICULUM VITAE

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