ISLA ISTORYA
191 Paso de Blas Rd., Valenzuela, 1442 Metro Manila
Contact Number: 733-3593
www.islaistoryarestaurant.com
Acknowledgment
We would like to express our sincerest gratitude to those who supported and
helped us in the best way possible in completing this Feasibility Study. Before anything
else, nothing of these would have been accomplished without guidance from our
Heavenly Father above. We thank Him for constantly reminding us that these are all for a
greater purpose.
Our warmest gratitude for our parents for their unwavering love and support, for
they knew when to give us the ‘Words of Encouragement’ when we already feel like
giving up. Thank you for giving us all the moral, emotional, and financial support we
needed throughout this project.
We would also like to thank our Feasibility Study Adviser, Ms. Marian Bohol, for
supplying us with all the information we needed for this study. Our collective knowledge
would not be enough for making this study possible without your help.
Our gratitude also extends to the respondents who willfully cooperated in
answering our survey questionnaires. We would also like to thank all those people we
have met along the way who had helped us in some way, and those who undoubtedly let
us stay in their houses while we do this study.
“Brings you closer to home, one plate at a time.”

ISLA ISTORYA
Lastly, thank you to our classmates, batch mates, and friends who, despite tight
schedules and feasibility studies, never hesitated to answer our every question regarding
this study. We all knew this is going to be worth it.

ISLA ISTORYA
Table of Contents
Chapter 1 Description of the Business
A. Introduction …..…………………………………………………..... 1
B. Partnership Name …..…………………………………………......... 3
C. Partnership Logo …………………………………………………… 4
D. Business Name …………………………………………………….. 6
E. Business Logo ……………………………………………………… 7
F. Slogan ……………………………………………………………… 9
G. Vision ………………………………………………………………. 10
H. Mission ……………………………………………………………... 10
I. Objectives …………………………………………………………… 10
J. Core Values …………………………………………………………. 12
K. Organizational Form ………………………………………………… 13
L. Description of Product/Services …………………………………….. 14
Chapter 2 Regulatory and Risk Analysis
A. Regulations, Taxes, and Licenses …………………………………… 73

B. Insurance …………………………………………………………….. 76
C. Risk Management …………………………………………………… 77
Chapter 3 Location Analysis
A. Location ……………………………………………………………… 89
B. Vicinity Map ………………………………………………………… 90
C. Area ………………………………………………………………….. 91
I. Population Growth …………………………………………… 92

ISLA ISTORYA
II. Income ……………………………………………………….. 92

III. Age …………………………………………………………... 92
IV. Occupation …………………………………………………… 94
V. Education …………………………………………………….. 94
VI. Cultural Background …………………………………………. 95
D. Community Environment
I. Employee Availability ……………………………………….. 96
II. Competition …………………………………………………... 96
III. Transportation ………………………………………………... 97
IV. Climate ………………………………………………………. 97
E. Business Environment
I. Business Trends ……………………………………………… 98
II. Government Attitude ………………………………………… 98
Chapter 4 Management Aspect
A. Company Policy ………………………………………………………… 99

B. Organizational Chart ……………………………………………………. 105
C. Staffing
I. Job Design Analysis …………………………………………….. 106
II. Salaries and Benefits ……………………………………………. 124
III. Night Shift Differential ………………………………………….. 135
IV. Overtime Pay ……………………………………………………. 135
V. Manpower Schedule …………………………………………….. 139
VI. Uniform and ID …………………………………………………. 142
D. Operations Consideration
I. Service Product Workflow ……………………………………… 144

ISLA ISTORYA
II. Maintenance Schedule and Allowable Downtime ……………… 145

III. Seasonality ……………………………………………………… 147
E. Gantt Chart ……………………………………………………………... 148
F. Articles of Partnership …………………………………………………. 151
Chapter 5 Marketing Aspect
A. Market Segmentation
I. Socio-demographics ……………………………………………. 156
II. Behavior Characteristics ………………………………………... 157
III. Geographical Characteristics …………………………………… 158
B. Competition Analysis
I. Competition Type ………………………………………………. 159
II. Positive Experience …………………………………………….. 160
III. ID Competition …………………………………………………. 161
C. SWOT Analysis ………………………………………………………… 166
D. Market Positioning
I. Launch Plan …………………………………………………….. 168
II. Marketing Program …………………………………………….. 169
III. Marketing Paraphernalia and Other Promotional Campaign …… 176
IV. Green Marketing ………………………………………………… 185
E. Demand Projection and Market Share
I. Survey Interpretation ……………………………………………. 187
II. Standard Used on Coming Up with Demand …………………… 217
III. Business Capacity ……………………………………………….. 226
Chapter 6 Technical and Financial Aspect

ISLA ISTORYA
A. Technical Aspect
I. Facility Layout …………………………………………………… 227
II. Perspective View ………………………………………………… 228
III. Store Tools ………………………………………………………. 231
IV. Store Equipment …………………………………………………. 235
V. Store Furniture and Fixtures ……………………………………… 237
VI. Office Tools ………………………………………………………. 239
VII. Office Equipment ………………………………………………… 240
VIII. Office Furniture and Fixtures ……………………………………. 241
B. Financial Aspect
I. Product Costing ………………………………………………….. 242
II. Project Cost ……………………………………………………… 244
III. Projected Financial Statements …………………………………... 245
IV. Notes to Financial Statements …………………………………… 264
Chapter 7 Socio-Economic Impact ………………………………………….. 287
A. Corporate Social Responsibility

I. Environment ……………………………………………………… 288
II. Philanthropy ……………………………………………………… 289
III. Employees ………………………………………………………… 290
IV. Local Government ………………………………………………… 290
Appendices
A. Survey Questionnaire …………………………………………………….. 292

B. Business Application Forms
C. BIR Forms

ISLA ISTORYA
D. Business Permit
E. Business Clearance
F. Contract of Lease
G. Curriculum Vitae
Bibliography
Documentation

ISLA ISTORYA
Executive Summary
The Pamana Partnership wanted to introduce the richness of Filipino culture to
today’s generation through the products and services that are being offered by an all-
Filipino cuisine seafood restaurant, Isla Istorya. Metro Manila is known for its high end
restaurant, coffee shops, and even bars. Each established with distinct competitive
advantage, all are set to achieve a common goal, which is to provide satisfaction for its
customers. Isla Istorya is located at Paso de Blas in Valenzuela City. The city is known
for being a ‘Business-Friendly City’, and for maintaining a high level of patriotism for its
local businesses. The business targets customers of all ages. Isla Istorya is a family-
friendly place, and just the right place for get-togethers and hang-outs.
Aside from offering different Filipino Seafood cuisines, Isla Istorya offers
services in line with its advocacy of introducing the Filipino culture to its customers. Its
mission is to be a well-recognized restaurant locally that offers quality food and services
at a fair price. Filipinos’ favorite local dishes will be served at just the right price along
with other services in Isla Istorya.

ISLA ISTORYA

ISLA ISTORYA
List of Figures
Figure 1 Partnership Logo
Figure 2 Business Name
Figure 3 Business Logo
Figure 4 Location
Figure 5 Vicinity Map
Figure 6 Shifting Officers’ Uniform Design
Figure 7 Service Crew’s Uniform Design
Figure 8 Cooks’ Uniform Design
Figure 9 Employees’ ID
Figure 10 Name Plate
Figure 11 Seasonality
Figure 12 Gantt Chart
Figure 13 Marketing Posters
Figure 14 Marketing Paraphernalia
Figure 15 Facebook Page
Figure 16 Twitter Page
Figure 17 Business Website
Figure 18 Distribution of the respondents’ gender
Figure 19 Distribution of the respondents’ age
Figure 20-1 Employment status of respondents

ISLA ISTORYA
Figure 20-2 Place of preference
Figure 20-3 Concept of preference
Figure 20-4 Frequency of visit
Figure 20-5 Reasons for visiting a restaurant
Figure 20-6 Preferred Filipino cuisines
Figure 20-7 Time preferences
Figure 20-8 Companion preferences
Figure 20-9 Attribute preferences
Figure 20-10 Other services
Figure 20-11 Acceptance for a Seafood Cuisine
Figure 20-12 Preferred Meal
Figure 20-13 Preferred Food Course
Figure 20-14 Preferred Type of Seafood
Figure 20-15. Preferred Beverage
Figure 20-16 Preferred Dessert
Figure 20-17 Price Preferences for Full Course Meal
Figure 20-18 Price Preferences for Main Dishes
Figure 20-19 Price Preferences for Soup Dishes
Figure 20-20 Price Preferences for Dessert
Figure 21 2018 Market Share
Figure 22 2019 Market Share

ISLA ISTORYA
Figure 23 Facility Layout
Figure 24 Front View
Figure 25 Side View
Figure 26 3D Facility Layout
List of Tables
Table 1 Partners’ Capital Sharing
Table 2 Luzon Seafood Cuisines
Table 3 Visayas Seafood Cuisines
Table 4 Mindanao Seafood Cuisines
Table 5 Filipino Soup Dishes
Table 6 Filipino Drinks and Beverages
Table 7 Filipino Meriendas
Table 8 Gender and Age Composition
Table 9 Employees’ Uniform Cost
Table 10 PhilHealth Contribution
Table 11 SSS Contribution
Table 12 Pag-IBIG Fund Cntribution
Table 13 Regular Holidays
Table 14 Special (Non-Working) Days
Table 15 Manpower Schedule
Table 16 Business Operation Maintenance Schedule

ISLA ISTORYA
Table 17 Administrative Operation Maintenance Schedule
Table 18 Socio-demographics Segmentation
Table 19 Behavioral Segmentation
Table 20 Geographical Segmentation
Table 21 Direct Competitors
Table 22 Indirect Competitors
Table 23 Marketing Program
Table 24 Market Share 2018
Table 30 Store Tools
Table 31 Store Equipment
Table 32 Store Furniture and Fixtures
Table 33 Office Tools
Table 34 Office Equipment
Table 35 Furniture and Fixtures

ISLA ISTORYA
List of Diagrams
Diagram 1 Core Values
Diagram 2 Organizational Chart
Diagram 3 Service/Product Workflow

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ISLA ISTORYA

191 Paso de Blas Rd., Valenzuela, 1442 Metro Manila

Contact Number: 733-3593

needed throughout this project.

Our gratitude also extends to the respondents who willfully cooperated in

us stay in their houses while we do this study.

“Brings you closer to home, one plate at a time.”

Contact Number: 733-3593

this study. We all knew this is going to be worth it.

“Brings you closer to home, one plate at a time.”

Contact Number: 733-3593

Chapter 1 Description of the Business

Chapter 2 Regulatory and Risk Analysis

A. Regulations, Taxes, and Licenses …………………………………… 73

Chapter 3 Location Analysis

“Brings you closer to home, one plate at a time.”

Contact Number: 733-3593

II. Income ……………………………………………………….. 92

Chapter 4 Management Aspect

A. Company Policy ………………………………………………………… 99

“Brings you closer to home, one plate at a time.”

Contact Number: 733-3593

II. Maintenance Schedule and Allowable Downtime ……………… 145

Chapter 5 Marketing Aspect

Chapter 6 Technical and Financial Aspect

“Brings you closer to home, one plate at a time.”

Contact Number: 733-3593

Chapter 7 Socio-Economic Impact ………………………………………….. 287

A. Corporate Social Responsibility

A. Survey Questionnaire …………………………………………………….. 292

“Brings you closer to home, one plate at a time.”

Contact Number: 733-3593

“Brings you closer to home, one plate at a time.”

Contact Number: 733-3593

The Pamana Partnership wanted to introduce the richness of Filipino culture to

with other services in Isla Istorya.

“Brings you closer to home, one plate at a time.”

Contact Number: 733-3593

“Brings you closer to home, one plate at a time.”

Contact Number: 733-3593

Figure 2 Business Name

Figure 3 Business Logo

Figure 5 Vicinity Map

Figure 6 Shifting Officers’ Uniform Design

Figure 7 Service Crew’s Uniform Design

Figure 8 Cooks’ Uniform Design

Figure 10 Name Plate

Figure 12 Gantt Chart

Figure 13 Marketing Posters

Figure 14 Marketing Paraphernalia

Figure 15 Facebook Page

Figure 16 Twitter Page

Figure 17 Business Website

Figure 18 Distribution of the respondents’ gender

Figure 19 Distribution of the respondents’ age

Figure 20-1 Employment status of respondents

“Brings you closer to home, one plate at a time.”

Contact Number: 733-3593

Figure 20-2 Place of preference

Figure 20-3 Concept of preference

Figure 20-4 Frequency of visit

Figure 20-5 Reasons for visiting a restaurant

Figure 20-6 Preferred Filipino cuisines

Figure 20-7 Time preferences