ENTREPRENEURSHIP

Level: SENIOR HIGH SCHOOL Semester: FIRST

Subject Group: APPLIED SUBJECT Quarter: FIRST

Course Description:
This course deals with the concepts, underlying principles, processes and implementation of a
business plan. The preliminaries of this course include the following:
1) discussion on the relevance of the course;
2) explanation of key concepts of common competencies;
3) explanation of core competencies relative to the course; and
4) exploration of career opportunities.
Course Requirements:

Grading System

Performance Check 30%

Enabling Assessment Activity 30%
Long Test 15%
Culminating Performance Task 25%
Quarterly Grade 100%
Prerequisite Assessment
1. Associate at least five words on how you understand “Entrepreneurship “.
2. Why is Entrepreneurship important to an individual? the society? the nation?

LESSON 1 KEY CONCEPTS AND RELEVANCE OF ENTREPRENEURSHIP

Learning Materials: Module, pen, paper, Management books, internet (if applicable)
Prerequisite Content-knowledge: Self – test about entrepreneurship
Prerequisite Skill: Identifying one’s entrepreneurial abilities
INTRODUCTION:
A. TIME ALLOTMENT: 4 hours
B. CONSULTATION: For questions and clarifications, you may consult your subject teacher
on the assigned schedule via face-to-face, FB messenger, mobile number.
C. C. RUA: At the end of the lesson, you should be able to:
• Discuss the relevance of the course; explain the key components of entrepreneurship; and
identify the traits of an entrepreneur
D. INSTITUTIONAL VALUES: Critical Thinking, Creativity, Curiosity
Learners will be able to apply Critical Thinking, Creativity, and Curiosity in:
• Identifying the traits of an entrepreneur.

I. OVERVIEW OF THE LESSON

This lesson will discuss basic concepts of entrepreneurship.
STUDENT’S EXPERIENTIAL LEARNING
➢ Chunk 1: “Qualities of Entrepreneurs: A Self-Assessment”

Instruction: Examine yourself on your own personal characteristics and see if you possess some
of the entrepreneurial traits. Check out, too, which areas you can improve on. As truthfully as you
can, check your answer on the following statements.
ENTREPRENEURIAL SELF-TEST
No. Qualities Check your answer
Yes Maybe No
1. I am persistent
2. When I am interested in a project, I need less
sleep.
3. When there is something I want, I keep my goal
clearly in mind
4. I examine mistakes and learn from them.
5 I keep New Year’s Resolution.
6 I have a strong personal need to succeed
7 I have new and different ideas.
8 I am adaptable.
9 I am curious.
10 I am intuitive.
11 If something cannot be done, I find a way.
12 I see problems as challenges.
13 I take chances
14 I will gamble on a good idea even if it is not sure
thing.
 15 To learn something new, I explore unfamiliar
objects.
16 I can recover from emotional setbacks.
17 I feel sure of myself
18 I am a positive person.
19 I experiment with new ways to do things
20 I am willing to undergo sacrifices to gain
possible long-term rewards.
21 I usually do things my own way.
22 I tend to rebel against authority.
23 I often enjoy being alone.
24 I like being in control.
25 I have a reputation for being stubborn.
Scores per answer:

Yes - 3 points Maybe - 2 points No - 1 point

Total Score Interpretation:

60-75 - You have the qualities of an entrepreneur.

48-59 - You have the potential but need to push yourself.

37-47 - You may want to start a business alone.

Below 37 - Self-employment may not be for you.

Fill up the sheet below based on the score findings and interpretations you obtained.

Name: _____________________________________________

Total Score: _________

Total Score Interpretation: ____________________________

1. My entrepreneurial qualities that I need to improve (where I answered “No”)

_______________________________________________________________________
_______________________________________________________________________
______________________________________________________________________

II. LESSON PROPER

A. Entrepreneurship and Entrepreneur
 Entrepreneurship is… An entrepreneur is…
The act of creating a business or A person who sets up a business
businesses while building and scaling with the aim to make a profit and
it to generate a profit. creates a new business, bearing
An important driver of economic most of the risks
growth and innovation. and enjoying most of the rewards.
What people do to take their An innovator, a source of new
career and dreams into their hands and ideas, goods, services, and
lead it in the direction of their own business/or procedures.
choice. Playing a key role in any economy,
About building a life on your own using the skills and initiative
terms. No bosses. No restricting necessary to anticipate needs and
schedules. And no one holds you back. bring good new ideas to market.

Entrepreneurship is one of the resources economists categorize as integral to production; the

three resources are land/natural resources, labor and capital. An entrepreneur combines these
three to manufacture goods or provide services. They typically create a business plan, hire labor,
acquire resources and financing, and provide leadership and management for the business
(www.investopedia.com).

Note: Understanding what an entrepreneur is can help more people recognize the value they
contribute to the world. Entrepreneurs take the idea and execute it while
entrepreneurship is about execution of ideas.

B. Relevance/Importance of Entrepreneurship:
I. Importance of Entrepreneurship
1. Development of managerial capabilities:
The biggest significance of entrepreneurship lies in the fact that it helps in identifying and
developing managerial capabilities of entrepreneurs. An entrepreneur studies a problem,
identifies its alternatives, compares the alternatives in terms of cost and benefits implications,
and finally chooses the best alternative.
2. Creation of organizations:
Entrepreneurship results into creation of organizations when entrepreneurs assemble and
coordinate physical, human and financial resources and direct them towards achievement of
objectives through managerial skills.
3. Improving standards of living:
By creating productive organizations, entrepreneurship helps in making a wide variety of
goods and services available to the society which results into higher standards of living for
the people. Possession of luxury cars, computers, mobile phones, rapid growth of shopping
malls, etc. are pointers to the rising living standards of people, and all this is due to the
efforts of entrepreneurs.
4. Means of economic development:
Entrepreneurship involves creation and use of innovative ideas, maximization of output from
given resources, development of managerial skills, etc., and all these factors are so essential
for the economic development of a country. Economy wise, higher earnings can help boost
national income and tax revenue, and entrepreneurs contribute in other ways as well, such
as investing in community projects and supporting local charities.

➢ Chunk 2: Relevance of Entrepreneurship to SHS Students

(www.europeanentrepreneurship.com)
1. To prepare students for livelihood even before college.
 2. Entrepreneurship education aids students from all socioeconomic backgrounds to think
outside the box and nurture unconventional talents and skills.
3. Entrepreneurship develops their initiative and helps them to be more creative and self-
confident in whatever they undertake and to act in a socially responsible way.
4. It exposes students to numerous opportunities to learn how to think critically and analyze the
pieces on the board.
5. Being aware of all the important factors and seeing how they affect each other is the
foundation of a smart decision-making process.
6. Students have to be exposed to real-world examples and learn from their own experience.
7. Entrepreneurship education requires students to be innovative, creative and collaborative
with others.
8. Entrepreneurship education provides budding entrepreneurs with the skills and knowledge to
come up with business ideas and develop their own ventures.

Examples:
1. An enterprise can involve a new concept. This usually means creating or stumbling on a
new idea or concept and creating or inventing something radically new. The inventor then
builds a new business around this product. An example of a keen innovator who had the
uncanny knack of creating new products that captured people’s imaginations and
convinced that they needed these products is the genius maverick Steve Jobs.

2. An enterprise can be built on an existing concept, but giving rise to a new business. This
usually means creating a new business based on the existing concept. An example of this
is Mang Inasal. It offers chicken in a new light: grilled chicken as fast food. With this new
concept, Mang Inasal, which started in the Visayas, took the country by storm because its
founder, Edgar “Injap” J. Sia, correctly perceived a need of people for affordable, quick-
serve inihaw or grilled chicken. Thus, this business was founded and flourished, to the
extent of offering very real competition to the Jollibee’s popular Chicken Joy.
3. An enterprise can involve an existing concept and an existing business.
An entrepreneur can have a laundry business. Dean of Clean, for example, had three
branches in Metro Manila, mostly in the center and south areas of the metropolis. The son of
the owner, while still in college, was permitted by his parents to set up a fourth branch in
Quezon City. Although the new store was built on an existing business - it is still a laundry
shop, it required the young entrepreneur to take some personal, family, and financial risks.
The setting up of branches or franchises can be considered an example of this type of
enterprise.

C. Types of Enterprises According to Concept:

Thus, in summary, an entrepreneurial enterprise can involve:
a. New concepts and/or a new business
b. Existing concept and/or new business
c. Existing concept/existing business

The Traits/Qualities of an Entrepreneur:

a. Initiative - does things before being asked
b. Proactive - identifies and utilizes opportunities
c. Perseverance - works against all odds to overcome obstacles and is never complacent with
success
d. Problem-solver - introduces innovative solutions to any obstacles and problems in the
enterprise
e. Persuasion - convinces customers an financiers to patronize his business
f. Self-confidence - makes decisions and sticks to his decisions
g. Self-critical - learns from his mistakes and from experiences of others
h. Planner - collects information, prepares a plan, and monitors performance
i. Risk-taker - willing to take calculated risks
j. Creativity - the ability to come up with clever, workable solutions
k. Business like Attitude - possessing the knowledge of your chosen business and having the
savvy to conduct business.

l. Confidence - having a firm belief in your own capabilities and your chances of success.
m. Relation Skills - the ability to get along with others, to inspire cooperation, confidence and
loyalty
n. Communication Skills - the ability to express yourself and to understand others so that ideas
can be shared.
o. Ability to Make Decisions - the talents to analyze complex situations and draw conclusions
that will make the business succeed
ANSWER SHEET (Please submit only the answers. Do not return the entire module.)

Name: ________________________________ Section: __________________

LAST NAME, FIRST NAME MIDDLE INITIAL
Enabling Assessment Activity No.1

ENGAGEMENT. Answer the following questions below. Write your answer on the space provided.
(10pts. each)

1. Describe entrepreneurship.
__________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
2. What are the three (3) types of entrepreneurial enterprise?
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
3. Describe an entrepreneur.
____________________________________________________________________________
____________________________________________________________________________
___________________________________________________________________________
4. What are the entrepreneurial traits? Discuss its importance to the success of the business
venture.
____________________________________________________________________________
____________________________________________________________________________
__________________________________________________________________________
5. What is the relevance of entrepreneurship? Discuss how important it is in the country.
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________

ASSIMILATION
QUESTION: What appropriate product and/or business can be conceptualized in this time when
the price of commodities and goods are increasing? Explain why this product and/or business
can be considered. You may use the back space of this page for your answer. (50 points)

Rubrics:
Understanding of the topic - 25pts
Organization - 10pts
Coherence of Ideas - 15pts
Total - 50pts

___________________________________________________________________
SIGNATURE OVER PRINTED NAME OF PARENT/GUARDIAN
DATE: ______________
 Prerequisite Assessment
1. How do you imagine yourself five to ten years from now?
2. What entrepreneurial competencies do you think you possess? want to develop?

LESSON 2 JOB OPPORTUNITIES FOR ENTREPRENEURSHIP AS A CAREER

Learning Materials: Module, pen, paper, Management books, internet (if applicable)
Prerequisite Content-knowledge: Basic concepts in entrepreneurship
Prerequisite Skill: Identifying one’s entrepreneurial abilities
INTRODUCTION:
A. TIME ALLOTMENT: 4 hours
B. CONSULTATION: For questions and clarifications, you may consult your subject teacher
on the assigned schedule via face-to-face, FB messenger, mobile number. C. RUA: At the
end of the lesson, you should be able to:
• Explain the core competencies in Entrepreneurship; and
• Explore job opportunities for Entrepreneurship as a career
D. INSTITUTIONAL VALUES: Critical Thinking, Creativity, Curiosity
Learners will be able to apply Critical Thinking, Creativity, and Curiosity in:
• Exploring core competencies, and job opportunities for entrepreneurship as a career
E. OVERVIEW OF THE LESSON
This lesson will discuss the core competencies, and job opportunities in entrepreneurship.
STUDENT’S EXPERIENTIAL LEARNING
 Chunk 1: “Read and You’ll Be Inspired!
Ms. Sargado is a college graduate. She has been waiting for a job in a certain company.
While waiting for a job, she observed that most of their neighbors were fond of planting
ornamental plants. It came to her mind that they might need pots to maximize space and at the
same time it will enhance the beauty of plants. So, she came up with the idea of making pots of
her own design to sell. She only started with a few designs but later on her customers could
already avail a variety of designs. In order for her to increase her market, she launched a small
store of pots in their hometown where many retailers and wholesalers could already avail in
volume until such time that she was able to hire employees to work in her business. She was very
happy and became more passionate in making and selling pots; she no longer pursued her job
application in other companies. Later on, she plans to market her pots in other places and sell
online. These have caused her to ask consultations from experts and others who could help her.

Process Questions:
1. What do you think were the reasons of Ms. Sargado in coming up with pots as business?
2. What drove her not to pursue her job application in other companies?
3. Do you think Ms. Sargado chose the right career? Give your reasons.
4. Can you say that Ms. Sargado is already satisfied and happy with her chosen career? If yes,
what caused her to be satisfied and happy?
5. Can you identify persons who could possibly contribute in running the business of Ms.
Sargao?
Chunk 2: Core Competencies in Entrepreneurship
Three (3) Levels of Competencies
i Personal Competencies - these are your abilities to ground yourself so that you are secure
and self-assured in whatever situation you may find yourself. Ex. Creativity, determination,
integrity and self-criticism
ii Interpersonal competencies - these are your ability to lead, influence, communicate,
supervise, negotiate and control people at all levels. It is the ability to get along with people
and motivate people to perform jobs. Entrepreneurs must effectively manage people. Ex.
Communication, engagement, delegation
iii Business competencies- these is a set of particular abilities and knowledge that sets a
company apart from its competitors. It also refers to the key characteristics that successful
entrepreneurs should have in order to be successful.
Ex. Business vision, financial management, networking

Core vs. Common Competencies in Entrepreneurship

Competencies in entrepreneurship play a leading role in making entrepreneurs
successful (baseread.com) Entrepreneurial competencies facilitate opportunity recognition,
help adapt rapidly to changes, enhance business performance, strengthen the firm’s
competitive position, and stir the achievement of organizational success. It is the sum total of
the personality, skills and knowledge that the entrepreneur possesses, which are necessary
to effectively perform their functions and responsibilities (Edralin, D.M.,2016). Competence is
an underlying personal characteristic which leads to superior performance. It is a combination
of knowledge, skills, attitudes and motives. (baseread.com) Core competence is the
foundation for sharpening a company’s competitive edge and it guides brand reputation,
business growth and marketing strategy (www.thebalancemb.com) Common competence
describes the knowledge, skills and abilities found in most or all positions (www.ifpm.nifc.gov)
Example of Core and Common Competencies in Entrepreneurship
Core Competencies Common Competencies

1. Organizing and Planning 1. Analytical and critical

thinking
2. Cash flow management 2. Decision making
3. Personnel management 3. Leadership
4. Operations and distribution 4. Communication
5. Customer Relations 5. Computer Literacy
6. Bookkeeping/Accounting 6. Human Relations
7. Promotions and 7. Managing Change
Advertising
8. Resources Management 8. Creative Thinking
9. Financial Management 9. Time Management
10. Information management 10. Conflict Management
 2. Job Opportunities for Entrepreneurship as a Career.
Job Opportunity
- an opportunity for employment.
Career
- a long-term professional journey you may determine
based on your passions.
- the path you embark upon to fulfil your professional
goals and ambitions.
- A career in entrepreneurship can be made in virtually
any field, depending on your interests.
Job Opportunities for Entrepreneurship
Job Opportunities Example

1. Business Consultant. They are those who When Mr. Tan helps to improve
can go to client sites, identify problems, and business processes to do better and
fix them. They assess and create solutions will partner with executive
to help the company more efficiently meet management to review the current
its goal. Also known as management business operations processes and
analysts, they work in areas that include make recommendations to improve
marketing, human resources, management, efficiency, enhance customer
and accounting. The duties for business service, and reduce company costs;
consultants generally begin with he is a business consultant.
understanding what clients wish to improve
or fix
2. Sales Manager. Someone who knows how Mr. Go presented the new artistic
to represent a company, manage accounts, designs of Leo Arts and Designs in the
and follow up leads. Their responsibilities market and implemented his strategic
include designing and implementing a plans that will make the designs to be
strategic sales plan that expands company's the top of the mind of the customers.
customer base and ensure its strong Here, Mr. Go is a sales manager.
presence.
3. Research and Development Director. Johnson & Johnson today announced
Someone who understands business the selection of a lead COVID-19
concepts, systems, procedures, and vaccine candidate from constructs it
practices. Looking for used facts and has been working on since January
information, interpreting data and making 2020; the significant expansion of the
conclusions, and recommending courses of existing partnership between the
action. They are responsible for controlling, Janssen
coordinating, and carrying out research in Pharmaceutical Companies of Johnson
various company departments, guaranteeing &
the continuous innovation of products and Johnson and the Biomedical Advanced
work processes Research and Development Authority
(BARDA). Here, they need researchers
to do the necessary research and look
into the best and accurate vaccine to
offer in the market.
 Job Opportunities Example

4. Fundraiser. Someone who raises money for Maria is passionate in helping others
a specific purpose and meant not to make a and oversee campaigns and events to
profit but instead to maintain the raise money and other kinds of
organization or toward the purpose for which donations for an organization. She
it was created. They organize events, ensures that campaigns are effective by
building networking relationships and raising researching potential donors. Here,
money for a cause. They also may design Maria is a fundraiser.
promotional materials and increase
awareness of an organization's work, goals,
and financial needs
5. Teacher. These educators train their Mr. Cruz inspires young people to have
students to solve business problems, plan a vision for society. He shares his
for future growth, and strategize how to run experiences and insights about
a business efficiently and effectively. Many business and success. He also teaches
business educators have experience them how to make business plan and
working in business as well as a background how to implement it. Here, Mr. Cruz is a
in education, transferring the skills and teacher.
knowledge students need to become
qualified business professionals.
6. Talent Recruiter. Someone whose job is in Mr. Gonzales ensures that the company
sourcing, attracting, recruiting, interviewing, attracts, hires, and retains the best
and on-boarding employees to an employees, while growing a strong
organization. Someone who is people savvy talent pipeline. Here, Mr. Gonzales is a
and has an in- depth business sense as talent recruiter.
well.
7. Business Reporter. Someone who can Ms. Silva was tasked to give a report on
write articles is in a prime position to take the business story of a full time
the lead on covering a local business beat. housewife who successfully runs her
They write breaking news and business new recipe of banana. He wanted to get
stories in unique and interesting ways to accurate information. So he planned to
increase readership. conduct an actual interview to the
owner. He prepared interview
questionnaires to be used in gathering
the information about the success story.
Here,
Ms. Silva is a business reporter
8. New Venture Creator. Someone who Young entrepreneur Aya Fernandez
launches a company, starts a new venture in turned her school science project into
a family enterprise, or commercializes a an eco- friendly social enterprise.
technology. They are entrepreneurial people Project Lily PH manufactures Eco-Uling
whose primary role is creating new business which are charcoals made of water
via creating new start-ups or scaling growing hyacinth, agri- forest wastes and
companies, having coconut husks. The Miss Teen
significant and direct stake in the actual Philippines titlist has shown how
business success. Filipinas are more than just beauty
queens as she leads a manpower
composed of persons with disabilities
and women in her community. Aya
Fernandez is a new venture creator.
ANSWER SHEET (Please submit only the answers. Do not return the entire module.)

Name: ________________________________ Section: _______________________

LAST NAME, FIRST NAME MIDDLE INITIAL

PERFORMANCE CHECK No. 1

ENGAGEMENT (Week 2)
Instruction: Read the questions and choose the correct letter of your answer from the words inside
the box.
1. Entrepreneurship can be a long-term professional journey you may determine based on your
passions. Therefore, entrepreneurship can be a ___________________.
2. Who understand business procedures and practices? ___________________.
3. Who recommend solutions to company problems? ___________________.
4. Who shares experiences and insights about business and success?
___________________.
5. Who is raising money for a cause? ___________________.
6. Who interview famous business personalities? ___________________.
7. Who is making agreements with people? ___________________.
8. Ariel is working in a manufacturing company. He introduced a unique product in the market
for sale. What is the job of Ariel? ___________________.
9. Who launch a company, start a new venture in a family of enterprise or commercializing a
technology? ___________________.
10. Jack Ma is the co-founder of Alibaba, an online e-commerce company. If Jessica Soho will
be given a chance to interview Jack Ma regarding his success story in business, she is a
___________________.
11. One of the restaurants in the city is facing bankruptcy due to the extended Enhanced
Community Quarantine caused by COVID-19. The owner of the restaurant is planning either
to invest with another kind of business or to permanently stop on running a business. Who
is the best person that could help the owner? ______________.
12. Anna is a graduate of Senior High School. She started baking her own discovered pastry
and sells it until such time that she launched a small bread and pastry in the town. What is
the job of Anna? ___________________.
13. If you will raise fund for a certain organization, you are a ___________________.
14. Mr. X is passionately sharing his experiences and insights in business. He also encouraging
his listeners to maximize their full potential to profitable ventures. Who do you think is Mr.
X? ___________________.
15. Who represent a company for a product or service? ___________________.

Fundraiser Career

Teacher Sales Manager

Business Reporter New Venture Creator

Talent Recruiter Research and Development

Director
Business Consultant
 Prerequisite Assessment
1. How do you imagine yourself five to ten years from now?
2. What entrepreneurial competencies do you think you possess? want to develop?

LESSON 3 RECOGNIZE A POTENTIAL MARKET

Learning Materials: Module, pen, paper, Management books, internet (if applicable)
Prerequisite Content-knowledge: Basic concepts in entrepreneurship
Prerequisite Skill: Identifying one’s entrepreneurial abilities, and basic competencies
INTRODUCTION:

A. TIME ALLOTMENT: 4 hours

B. CONSULTATION: For questions and clarifications, you may consult your subject teacher
on the assigned schedule via face-to-face, FB messenger, mobile number.
C. RUA: At the end of the lesson, you should be able to:
• Recognize a potential market
• Identify the market problem to be solved or the market need to be met;
• Analyze the market need;
• Determine the possible product/s or service/s that will meet the need;

D. INSTITUTIONAL VALUES: Critical Thinking, Creativity, Curiosity

Learners will be able to apply Critical Thinking, Creativity, and Curiosity in:
• Recognizing a potential market; and identifying the market problem to be solved or
the market need to be met.
E. OVERVIEW OF THE LESSON
This lesson will discuss the market recognition and its potentials.

STUDENT’S EXPERIENTIAL LEARNING

Chunk 1: “Read and You’ll Be Inspired!

How did Mercury Drug start?

Just like other entrepreneurial success stories, Mariano found
opportunities for entrepreneurship after World War 2. Mariano had been
working in a local drugstore when the war destroyed several businesses
in the city. Mariano saw the need to supply sulfa drugs, which were used
to treat bacterial infections. He started to buy sulfa tablets and sold them
at affordable prices. Soon, other people followed and adapted Mariano’s
strategy. However, only Mariano sold high-quality sulfa tablets, which
ensured him a steady clientele. With his hard work and dedication to
build up savings, he was able to put up his first drug store in 1945, which
he named Mercury Drug. The Roman god Mercury is known for speed.
He
also carries the caduceus, which is a symbol in the medical industry. Mariano invested his
earnings into the company and introduced many innovations in the service. Among these
innovations were a drug-delivery service to clients and locations that are open 24/7 because he
knew people would be needing medicines any time of the day.
By the time Mariano opened his second Mercury Drug at the newly constructed Ayala
shopping center in Makati, he had invested in technological innovations, such as biological
refrigerators and computer-guided controls. Mariano’s dedication to his business has allowed
Mercury Drug into 700 stores and a widely recognized name for quality pharmaceuticals. The
success story of Mariano tells us that a prospective entrepreneur needs to come up with a good
idea. This will serve as the foundation of the new venture. Sometimes an entrepreneur sees a
 market need and has an idea for a product or service to fill it. Other times an entrepreneur gets
an idea for a product or service and tries to find a market for it.
In his story, how did he find the need to put up a drug store? Is he able to recognize
immediately his potential market for the said business venture?

Chunk 2: What is Potential Market?

The entrepreneur must acquire the required competency in order to

gain competitive advantage. After assessing his/her
entrepreneurial competency and the business competency of his/her
chosen venture, the entrepreneur now determines his/her market or
customers.
Why is there a need for the entrepreneur to clearly identify and define
the customers of his/her proposed business venture? The reason is
very simple: Not all will become customers of the business venture.

1. Potential market is the part of the total population that has shown
some level of interest in buying a particular product or service. Potential market is also called
Total addressable market (TAM) (MBA Skool Team, 2018).
2. A potential market is the part of the market you can capture in the future. It includes the
demographic groups that are not currently your customers but could become customers in
the future (Lake, L, 2019).
3. Market potential is the total demand for a product in a given business environment (Bhasin,
H., 2018).The size of the potential market gives an estimate of what all a company should
do and how much it should invest.
The Importance of Potential Markets (Lake, L., 2019)
• Potential markets are an important part of a business's future growth.
• Ensure the future of your business by identifying new customers.
• Think proactively about ways for your business to grow and change.
• Show the potential of your business to investors or collaborators.
• Increase your revenue.
• Create a Plan B that will weather changes in the economy or market.
How to Identify Your Potential Markets (Lake, L., 2019)
Consider every target demographic that you currently sell to, as well as those you have not
yet targeted. Identify what they have in common with each other, new milestones that they will
encounter in their lives that will impact their buying patterns, and where they overlap or diverge
from your current customers.
Ask yourself these questions that will help you identify both new ways to market your current
products or services, as well as new products and services that you can begin selling.
What other products do my customers need now?
What related products will they need in the future?
Who else could make use of the products I am selling now?
What demographic information does that new group have in common with my current
customers?
What demographic information does that new group have in common with each other?
For example, a business that makes face masks and PPEs could identify potential markets such
as:
• Hospitals and other health related industries whose employees are prone to COVID -19 virus
and other viruses.
• Business industries and other organizations who want to ensure the health condition of their
employees.
• Employees and workers who need to report to work to earn income.
• Households who need to go out for their necessities.
Reaching Your Potential Market (Lake, L., 2019)
Once you've identified and chosen a potential market to begin targeting, you will need
new marketing strategies in place to communicate with them. Use this profile to identify:
• The demographic information that people in a group have in common.
• The best forms of media to reach them.
• How they prefer to shop and make purchases.
• The concerns, struggles, or problems that you can help them overcome.
• What values matter to them, both in everyday life and when shopping.
• The language that resonates with them.

The figure below depicts what is a potential market with respect to the total population and how
it can be converted to a penetrated market:
Available Market
Prospects who are willing and capable (have
sufficient resources) buyers, and have access to a
particular market or service
(www.businessdictionary.com).
Defined as the number of people who are both
willing and capable of buying a particular product or
service in a particular market (MBA Skool Team,
2020).
Target Market
Refers to a group of potential customers to whom
a company wants to sell its products and services.
Target markets are generally categorized by age,
location, income, and lifestyle. Defining a specific
target market allows a company to home in on
specific market factors to reach and connect with customers through sales and
marketing efforts. (Kenton, W., 2019).
Penetrated Market
A set of customers or clients who are already using a particular product or service. A
penetrated market means that the potential users of a product or service are aware of it, and in
many cases are active consumers of it. (www.businessdictionary.com).
The size of a potential market helps a company understand the level of investment it
should make further in the market, while taking into consideration other factors. If the potential
market is very small, it means there is a very small fraction of the total population showing any
interest in the product or category. This means that it is better that the company doesn’t invest
further in the product or category because people won’t buy it. If the size of the potential market
is large, it means that there is a huge fraction of the total population which is showing interest in
the product, so further investment can be made on the product development or modification,
marketing, promotions etc. The size of the potential market gives an estimate of what all a
company should do and how much it should invest (MBA Skool Team, 2018).
 ➢ Chunk 3: The Market Need
1. Need
- A motivating force that compels action for its satisfaction. Needs range from basic survival
needs (common to all human beings) satisfied by necessities, to cultural, intellectual, and social
needs (varying from place to place and age group to age group) satisfied by necessaries
(www.businessdictionary.com).
- A driver of human action which marketers try to identify, emphasize, and satisfy, and around
which promotional efforts are organized (www.businessdictionary.com).
2. Market
- A Market is a place where two parties can gather to facilitate the exchange of goods and
services. The parties involved are usually buyers and sellers. The market may be physical like
a retail outlet, where people meet face-to-face, or virtual like an online market, where there is
no direct physical contact between buyers and sellers (Kenton, W. & Boyle, M., 2020).
- A market does not refer to a particular place but it refers to a market for a commodity or
commodities. It refers to an arrangement whereby buyers and sellers come in close contact with
each other directly or indirectly to sell and buy goods (Shaikh, S., retrieved 2020).
- A market is any place where sellers of particular goods or services can meet with buyers of
those goods and services. It creates the potential for a transaction to take place. The buyers
must have something they can offer in exchange for the product to create a successful
transaction (Moffatt, M., 2019) Your market consists of:

Existing Prospects: Target market

customers: users:
People who People who have People in your
have not target
already yet purchased market who are
purchased your your product but not currently
product are considering it. looking for a
solution.

Define the Market Need for Your New Business

Why is it important to clearly define market needs?
The market now demands that your business align to their needs. In order to properly
align your marketing efforts - and your content, in particular - to what buyers need, you have to
have a clear understanding of the many intricacies, pains, and pressures within your market. To
achieve such alignment, the ability to define market patterns, needs, interests, preferences, etc.
for a comprehensive view of the buying process is critical (www.aberdeen.com).

Below are ways to define your market (Lancaster SCORE (2010):

• Consider whether the business offers a new solution to an old problem or complements an
emerging trend.
• Have a clear picture of your target market.
• Determine the benefits that your product or service offers.
• Examine industry data that can confirm whether there is a sustained, growing demand for your
product or service.
• Identify the percentage of market share that it is realistic for you to capture. The more
competition you have, the lower the margins will be.
• Consider how realistic your pricing is. How can you present your product or service to potential
customers so that it appears to be a good value, while still affording you a healthy profit?
(Week 3)
ANSWER SHEET (Please submit only the answers. Do not return the entire module.)

Name: ________________________________ Section: _______________________

LAST NAME, FIRST NAME MIDDLE INITIAL

Enabling Assessment Activity No.2

As would be Entrepreneur, you are tasked to identify your dreamed business. It must the one
that involves your interests. Indicate who are your potential market, target market, available
market and/or penetrated market. Write your answer in the space provides.

___________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Rubrics:
Understanding of the topic - 25pts
Organization - 10pts
Coherence of Ideas - 15pts
Total - 50pts

___________________________________________________________________
SIGNATURE OVER PRINTED NAME OF PARENT/GUARDIAN
DATE: ______________
 Prerequisite Assessment
1. Enumerate at least FIVE each of a PRODUCT and SERVICE that you are familiar
with.
2. What market need or pain points or problems does it provide / solve?

LESSON 4 Developing a Business Plan:

Screen Solution/s for Viability, Profitability and Customer Requirement

Learning Materials: Module, pen, paper, Management books, internet (if applicable)
Prerequisite Content-knowledge: Basic concepts in entrepreneurship
Prerequisite Skill: Identifying one’s entrepreneurial abilities, and basic competencies
INTRODUCTION:
A. TIME ALLOTMENT: 4 hours
B. CONSULTATION: For questions and clarifications, you may consult your subject teacher
on the assigned schedule via face-to-face, FB messenger, mobile number.
C. C. RUA: At the end of the lesson, you should be able to:
• Screen the proposed solution/s based on viability, profitability, and customer
requirements; and
• Select the best product or service that will meet the market need.
D. INSTITUTIONAL VALUES: Creativity, Curiosity, and Social Responsibility
Learners will be able to apply Critical Thinking, Creativity, and Curiosity in:
• Analyzing the market need, and selecting the product or service solution.
E. OVERVIEW OF THE LESSON This lesson will discuss the best product or service solution.
STUDENT’S EXPERIENTIAL LEARNING
“Read and You’ll Be Inspired!
Directions: Read an inspiring story of a couple‘s entrepreneurial journey in having a
viable business as presented below. Kindly answer the guide questions on the space
provided

Kwentong Negosyo of Kusina Batanguena

What a waste to throw surplus food away! One palayok of sinaing na tulingan got spoiled
all because a customer who pre-ordered it failed to show up to claim and pay for it. To put a stop
at throwing good food away, Nestor and Johna Velasquez of Mataasnakahoy, Batangas,
became backyard manufacturers. They had a mission. They were determined. They had each
other to offer much needed support and inspiration, and they used the right tools such as a
Pressure Canner worth Php 50, 000. The couple sold their old vehicle to get the business going.
Bottled Sinaing na Tulingan (braised tuna) —what else, became their first product.
Through the couple‘s efforts, they have extended the shelf-life of sinaing na tulingan from a
week to 2 years!
How‘s that for a noteworthy and innovation-driven kwentong negosyo?
Since joining trade fairs sponsored by the Department of Trade and Industry (DTI)
beginning 2015, the bottled Sinaing na Tulingan never fails to be included in the list of nominees
for Most
Innovative Product. It received 3rd place in the Most Innovative Category at the DTI sponsored
‗Kalakal CALABARZON 2015‘ regional trade fair. “I know that we are on the way to success
when customers keep coming back for more. They also tell us how much they love our product.
We have established institutional market outlets through the 50 branches of Robinson‘s
Supermarket and over 40 branches of Shopwise paving the way for more exposure and wider
reach to a bigger customer base,‖ shares Nestor.
 Since the first product, they have come up with two others– ginataang tawilis (indigenous
freshwater fish found only in Taal Lake, cooked with coconut milk) and ampalaya (bitter gourd)
atshara (pickled). All you need to add to the menu is hot steamy rice to enjoy a delicious Filipino
meal. Yum!
The couple looks forward to a partnership with the Department of Science and Technology
(DOST). This partnership will enable them to acquire advanced technology and packaging
equipment. Innovate for success could very well be the motto of Nestor and Johna.

Processing Questions:
1. What became as the primary objective and mission of the couple in putting up the business?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
2. What could be the reason why they‘ve seen their business idea viable in terms of materials
to be used and its concept?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
3. In what way are their products different and innovative from their competitors?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
4. How did they finance their business venture?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
5. Where do they sell their products? Why do they choose to do that?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
6. How many years is their business at present? What are their future plans for the business?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
7. State at least four (4) reasons/characteristics that, in your opinion, made Kusina Batangueña
a viable business and still growing.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

Chunk 1: Viability
• Viability is defined as the ability to survive or persist; the quality of being able to happen or
having a reasonable chance of success. In a business sense that ability to survive is
ultimately linked to financial performance and position. It also refers to the practical potential
of start-up business idea to survive and grow in the marketplace. Viability of the business is
likewise measured by its long-term survival and its ability to sustain profits and continue
doing business over a period of time.

Entrepreneurs must give serious considerations based on viability in the following areas:
1. Objectives or goals of the business serves as its direction. It must be clearly set by the
management in its Mission and Vision as a guiding tool for its plans and programs to motion
the enterprise to profitability.
 2. Manpower or human resource refers to the people who work for the business and the
entrepreneur. As they are an important factor for the business success, they must be given
training, if necessary, and orientation of the company‘s operation, Employees must be
motivated to perform better, be persistent, must know the management, and focused in the
mission and vision of the business. Their condition must be looked into by top management.
3. Management must capitalize in the use of new technology as it helps in easing work for
employees, speeds up work, increase productivity, improves quality of products or service
better. These are some of the benefits that technology can offer the business. As product
and service quality is improved, the business will be able to create more satisfied customers
which is essential in creating more loyal repeat customers.

Things to Test-Check Business Viability of New Venture Idea Question to ponder: How
viable is my business idea?
1. Uniqueness. How do you stand out from others? It doesn‘t necessarily mean you have
to invent or create an entirely new idea for your target market but, it should be
advantageously different and stand out from your competitors. Most successful
businesses have a strong, unique concept and a clear identity.
2. Financing the venture. How much would you need to finance your new venture? Every
business need money for costs and other expenses in starting a business whether, buying
or renting space and equipment, tools and basic materials, or the like. You need to make
realistic estimation and know where to obtain your budget. Have a good finance
understanding. The amount needed could be from you own money, loan, or from a willing
investor.
Sources of Capital/Funds for the business: i. Internal source
a. Savings and assets (personal properties) of a starting entrepreneur
b. Sources from internal operation (business revenue)
c. Short-term sources of debt financing (banks, investment/lending institutions)
ii. External source
a. Long-term sources of debt financing
b. Bank loans
iii. Other sources
a. Partners‘ contribution for partnership organization
b. Stock options for Corporations/ equity financing
c. Liquidation of assets
Even if sources come from other people, the entrepreneur must not lose control in
the management of the business and carefully choose partners or investors so as not to
lose focus of his projected venture due to interference of partners.
3. Customer. Who’s going to buy? Knowing who will be buying your product or service is
important for your business success because you would know where to find them. Who
are your customers? Define your customers whether they are students, busy
professionals, mothers, teenagers, etc. Know your customer profile to better understand
what they need and afford to pay.
4. Competition. How can I do better than my competitors? It is more expected than not that
you have competitors in the market offering the same. Competitors can be a great
resource to you as an upstart; you can see how much they charge, what marketing
strategy they use and the location they choose. Ask yourself: how can I do better than the
competition? What is the competitive advantage of the venture? Use your uniqueness
identified in step one to find ways to outdo your competitors.
5. Economic Mood: Where are consumers' mind right now? What are the concerns that
affect their spending behavior? Your business' success can greatly depend on economic
mood. Gauge the state of the economic environment and think of how it relates to your
new business venture. Are consumers cutting expenses or spending more? Even in these
trying times of pandemic and economic downturn can be an opportunity if you can meet
 the mood of the consumer. If your business idea doesn't fit the current trends in spending,
think of ways you can fit it into today's needs.
6. Timing. Is your business seasonal or not? If you expect your business to be seasonal,
time to open your business at the strongest consumer demand. For example, if your
business is offering milk tea products, it is best to open during summer months or hot
seasons than rainy days. New customers will come and will eventually become repeat
customers.
7. Marketing of goods and services. What is your marketing strategy? In step three you
identified your customer. At this point develop a marketing strategy for your potential
buyers for them to know about your great new business and on how to buy them. With
today's internet capacity, marketing can be relatively low-cost, using online coupons and
mailing lists. Brainstorm ideas with friends and family, and look at what your competitors
do to get new business.
8. Continuing Cash Flow. Do you have a proper financial plan? Before you open up shop,
prepare a detailed financial plan. This is in preparation if the business will already be
booming and more supplies and costs will be needed to keep with the demand. Plan at
least for your business' first year, so that you get rid of possible hindrances - especially
financial ones.
9. Basic Feasibility. Is it legal? Can the product or service work? There are legal
requirements that needs to be complied for opening a business. Make sure that your
business idea will not violate government requirements and proper documents can be
legally obtained. The product or service offered must be doable, legal, complies the
standard of safety and health, and is relevant to solve a need.

➢ Chunk 2: Profitability
Profitability is a business‘ ability to gain profit from its business activities and investment.
Though profit is closely related to profitability, the latter is but, a measurement of business
efficiency – and ultimately its success or failure. A further definition of profitability is a
business's ability to produce a return on an investment based on its resources. To measure
profitability, we use:
• Payback period refers to the allotted time, usually number of years that an investment is
recovered. Simply put, the payback period is the length of time an investment reaches a
break-even point.
𝐼𝑛𝑖𝑡𝑖𝑎𝑙 𝐼𝑛𝑣𝑒𝑠𝑡𝑚𝑒𝑛𝑡/𝐶𝑎𝑝𝑖𝑡𝑎𝑙
Payback Period =
𝑃𝑟𝑜𝑓𝑖𝑡
• Return on Investment (ROI) also called Return on Assets is a performance measure used
to evaluate the efficiency of an investment or compare the efficiency of a number of
different investments. ROI tries to directly measure the amount of return on a particular
investment, relative to the investment‘s cost. To calculate ROI, the benefit (or return) of
an investment is divided by the cost of the investment. The result is expressed as a
percentage or a ratio.

𝑁𝑒𝑡 𝐼𝑛𝑐𝑜𝑚𝑒 𝑜𝑟 𝑃𝑟𝑜𝑓𝑖𝑡

Return on Investment =
𝐶𝑜𝑠𝑡 𝑜𝑓 𝐼𝑛𝑣𝑒𝑠𝑡𝑚𝑒𝑛𝑡 𝑜𝑟 𝐶𝑎𝑝𝑖𝑡𝑎𝑙
• Return on sales (ROS) also called as Net Profit Margin measures the overall operating
results of an entity. The measure considers all income recognized and all expenses
incurred during the period. Return on Sales is a financial ratio that shows how efficiently
a company is able to generate operating profit from its revenue. It is used to measure the
performance of the company by analyzing what percentage of the revenue eventually
results in profit for the company rather than being spent towards paying the company‘s
operating cost.
𝑶𝒑𝒆𝒓𝒂𝒕𝒊𝒏𝒈 𝑷𝒓𝒐𝒇𝒊𝒕 = 𝑵𝒆𝒕 𝑺𝒂𝒍𝒆𝒔 − 𝑶𝒑𝒆𝒓𝒂𝒕𝒊𝒏𝒈 𝑬𝒙𝒑𝒆𝒏𝒔𝒆
𝑶𝒑𝒆𝒓𝒂𝒕𝒊𝒏𝒈 𝑷𝒓𝒐𝒇𝒊𝒕
 𝑃𝑒𝑟𝑎𝑡𝑖𝑛𝑔 𝑃𝑟𝑜𝑓𝑖𝑡
Return on Sales = 𝑥 100%
𝑁𝑒𝑡 𝑆𝑎𝑙𝑒𝑠

Profit is what is left of the business revenue, income or sales after it pays all expenses. Directly
related expense to revenue include wages, expenses in producing a product, operating
expenses, debt-reduction payments and other expenses related to the conduct of the business
activities.
𝑷𝒓𝒐𝒇𝒊𝒕 = 𝑹𝒆𝒗𝒆𝒏𝒖𝒆/ 𝑺𝒂𝒍𝒆𝒔 − 𝑬𝒙𝒑𝒆𝒏𝒔𝒆𝒔

Break- even happens when there is no profit nor loss after deducting expenses from revenue.
𝑷𝒓𝒐𝒇𝒊𝒕 = 𝑬𝒙𝒑𝒆𝒏𝒔𝒆
Illustrative example:
Kuya Keeno lost his job because of the pandemic and he wanted to earn some money.
On March 16, 2020 he decided to make frozen lumpiang shanghai to sell online. His initial capital
in starting his business is ₱ 640.00. Upon posting it online, all lumpia were sold. More friends
ordered and recommended his lumpia so he decided to make a business out of it. Below is a
record of the result of his business transactions for 5 days. Let us check if he gained profit or not.

Day Gross Sales Cost of Net Sales Operating Net

Goods (Gross Expenses Income /
Sold sales – Net Profit
Cost of (Net Sales
Good –
Sold) Operating
Expenses)
1 200 pcs. x 5.00 500.00 500.00 140.00 360.00
= 1,000.00
2 300 pcs. x 5.00 800.00 700.00 250.00 450.00
= 1,000.00
3 350 pcs. x 5.00 1,250.00 500.00 500.00 0
= 1,000.00
4 250 pcs. x 5.00 550.00 700.00 200.00 500.00
= 1,000.00
5 320 pcs. x 5.00 800.00 800.00 250.00 550.00
= 1,000.00
Total 7, 100. 00 3,900.00 3,200.00 1, 340.00 1,860.00

𝑵𝒆𝒕 𝑰𝒏𝒄𝒐𝒎𝒆 𝒐𝒓 𝑷𝒓𝒐𝒇𝒊𝒕

𝑹𝒆𝒕𝒖𝒓𝒏 𝒐𝒏 𝑰𝒏𝒗𝒆𝒔𝒕𝒎𝒆𝒏𝒕 = × 𝟏𝟎𝟎%
𝑪𝒐𝒔𝒕 𝒐𝒇 𝑰𝒏𝒗𝒆𝒔𝒕𝒎𝒆𝒏𝒕 𝒐𝒓 𝑪𝒂𝒑𝒊𝒕𝒂𝒍
𝟏, 𝟖𝟔𝟎.𝟎𝟎
= × 𝟏𝟎𝟎%
𝟑, 𝟗𝟎𝟎.𝟎𝟎
= 𝟒𝟖%

𝑶𝒑𝒆𝒓𝒂𝒕𝒊𝒏𝒈 𝑷𝒓𝒐𝒇𝒊𝒕
𝑹𝒆𝒕𝒖𝒓𝒏 𝒐𝒏 𝑺𝒂𝒍𝒆𝒔 = × 𝟏𝟎𝟎%
𝑵𝒆𝒕 𝑺𝒂𝒍𝒆𝒔
(𝑵𝒆𝒕 𝑺𝒂𝒍𝒆𝒔 − 𝑶𝒑𝒆𝒓𝒂𝒕𝒊𝒏𝒈 𝑬𝒙𝒑𝒆𝒏𝒔𝒆)
 = × 𝟏𝟎𝟎%
𝑵𝒆𝒕 𝑺𝒂𝒍𝒆𝒔

𝟑, 𝟐𝟎𝟎. 𝟎𝟎 − 𝟏, 𝟑𝟒𝟎.𝟎𝟎
= × 𝟏𝟎𝟎%
𝟑, 𝟐𝟎𝟎. 𝟎𝟎
𝟏, 𝟖𝟔𝟎. 𝟎𝟎
= × 𝟏𝟎𝟎%
𝟑, 𝟐𝟎𝟎. 𝟎𝟎
= 𝟓𝟖%

𝑰𝒏𝒊𝒕𝒊𝒂𝒍 𝑪𝒂𝒑𝒊𝒕𝒂𝒍
𝑷𝒂𝒚𝒃𝒂𝒄𝒌 𝑷𝒆𝒓𝒊𝒐𝒅 =
𝑷𝒓𝒐𝒇𝒊𝒕
𝟔𝟒𝟎. 𝟎𝟎
=
𝟑𝟔𝟎. 𝟎𝟎

= 𝟏. 𝟕𝟖 𝒐𝒓 𝟐 𝒅𝒂𝒚𝒔
Analysis: Is the business venture of Keeno profitable? Yes.
Why is it profitable? Answers: He was able to earn back his capital within 2 days
He was able to have an ROI of 48%
He earned a total of ROS of 58%

➢ Chunk 3: Customer Requirement

Customer Requirement refers to characteristics or specifications that should be present in a
product for it to be deemed desirable by the consumer.
There can be two types of customer requirements:
1. Service Requirement
Intangible aspects of purchasing a product that a customer expects to be fulfilled. It consists
of elements like on-time delivery, service with a smile, easy payment etc. It encompasses
all aspects of how a customer expects to be treated while purchasing a product and how
smooth his buying process goes.
2. Output Requirement
These are mostly the tangible characteristics, features or specifications that a consumer
expects to be fulfilled in the product. If a consumer is availing a service as a product, then
various service requirements can take the form of output requirements. For other products
such as gadgets, the product specifications like the loudness and clarity of a pair of speakers
becomes its output requirements.

Three levels of customer requirements:

1. Must Haves
These are the bare minimum requirements expected by the customers; if fulfilled customers
will be not show any exceptional appreciation but if not fulfilled, the customer will show
dissatisfaction. The customers do not explicitly express their desire for these but expect it to
be understood. For example, a washroom in a restaurant; the customer will feel that it is
imperative to have a washroom in a decent restaurant where families or people from business
organizations come to dine.
2. Satisfiers
There are the requirements that customers express their desire for, explicitly. If you offer better
or more of these satisfiers, then the customers will appreciate it more and will be more
satisfied. For example, the assortment of desserts in a buffet; the customers might feel that
 they‘re entitled to at least two as they‘ve paid heavily for the buffet and will be happier if they
get four.
3. Delighters These are the extras or the add ons. Absence of these will not leave the customer
dissatisfied; in fact, the absence of these characteristics might not even be noticed. But adding
these would increase the customer‘s satisfaction greatly and will leave them delighted. For
example, you order a-la-carte in a restaurant and get complimentary wine.

ANSWER SHEET (Please submit only the answers. Do not return the entire module.)
Name: ________________________________ Section: _______________________
LAST NAME, FIRST NAME MIDDLE INITIAL

ENGAGEMENT (Week 4 and 5) PERFORMANCE CHECK NO.2 “Screen Solution/s for

Viability, Profitability and Customer Requirement”
I. Instructions: Choose three (3) business ideas you have in mind. Below is the viability
checklist that will be used in each of your proposed business venture. Write your business
idea besides the Business Viability Checklist. Put a check mark for those item that is present
in your proposed business venture and each check is equivalent to one (1) point. Your
business idea with the highest score has more chance of viability when ventured into
business.
Nature of Business: ___________________________________________
Business Viability Checklist

1. Uniqueness of the proposed business venture

2. There is enough fund to finance the proposed business venture.
3. Target customers were already identified.
4. Presence of competitors and advantage over them is identified.
5. Economic status of consumers were also considered.
6. The proposed venture is in time for the season
7. Marketing strategies are planned proactively prior to the business operation.
8. Financial plan is established ahead before the business operation.
9. Legal aspects and feasibility study is conducted before the business
venture starts.

Nature of Business: ___________________________________________

Business Viability Checklist

1. Uniqueness of the proposed business venture

2. There is enough fund to finance the proposed business venture.
3. Target customers were already identified.
4. Presence of competitors and advantage over them is identified.
5. Economic status of consumers were also considered.
6. The proposed venture is in time for the season
7. Marketing strategies are planned proactively prior to the business operation.
8. Financial plan is established ahead before the business operation.
 9. Legal aspects and feasibility study is conducted before the business
venture starts.

Nature of Business: ___________________________________________

Business Viability Checklist

1. Uniqueness of the proposed business venture

2. There is enough fund to finance the proposed business venture.
3. Target customers were already identified.
4. Presence of competitors and advantage over them is identified.
5. Economic status of consumers were also considered.
6. The proposed venture is in time for the season
7. Marketing strategies are planned proactively prior to the business operation.
8. Financial plan is established ahead before the business operation.
9. Legal aspects and feasibility study is conducted before the business
venture starts.

II. Instructions: Choose only one business idea from the 3 you had presented earlier.
Complete the template below by filling-out the necessary information about your proposed
business venture. Make it sure that viability, profitability, and customer requirement were
highlighted.

Proposed Business
Venture
Viability Viability Factor
Instructions: Put a check Uniqueness
mark on the factors that are Financing
present to your proposed Customer
business venture.
Competition
Economic Mood
Timing
Marketing
Feasibility
Profitability
Instructions: Compute for
possible profits for its first
month of operation. Use
estimated amount
 Customer Requirements:
Instructions: Indicate in the
space provided your plan/s
on the suggested
improvement of your
customers.

Rubrics:
Understanding of the Topic - 20pts Coherence of Ideas - 15pts
Content - 15 pts Total - 50pts
_______________________________
SIGNATURE OVER PRINTED NAME OF PARENT/GUARDIAN
DATE: ______________
 Prerequisite Assessment
1. What words can you associate with “Market”? Write at least FIVE.
2. Why is understanding the “Market” necessary in business?
LESSON 5 Selecting the Best Product or Service that Will Meet the Market Need

Learning Materials: Module, pen, paper, Management books, internet (if applicable) Prerequisite
Content-knowledge: Basic concepts about market
Prerequisite Skill: Recognizing and understanding the market

INTRODUCTION:

A. TIME ALLOTMENT: 4 hours

B. CONSULTATION: For questions and clarifications, you may consult your subject teacher
on the assigned schedule via face-to-face, FB messenger, mobile number. C. RUA: At the
end of the lesson, you should be able to:
* Select the best product or service that will meet the market need.
D. INSTITUTIONAL VALUES: Economic literacies, Excellence, Integrity, Critical Thinking
Learners will be able to apply Critical Thinking, Creativity, and Curiosity in:
• Recognizing, analyzing the market need, and determining who the customers are.
E. OVERVIEW OF THE LESSON
This lesson will discuss ways to recognize and analyze markets and customers.
STUDENT’S EXPERIENTIAL LEARNING
“Read and You’ll Be Inspired!
Directions: Read the story well and get encouraged to reach your dreams even from small but
right steps! For you to remember relevant points, write the appropriate words to complete the
sentences on the spaces provided.
Josephine Rectin of Legazpi City, Albay is a typical Filipino micro entrepreneur who started with
a small capital. Back in 1995, she sold vegetables on foot. She had Five Hundred Pesos (PhP500)
in capital. Twenty years later—and this is where her story deviates from most micro entrepreneur’
stories, she heads a multi-million family business that encompasses a mini grocery store, rice
farming and trading, livestock raising, hardware store with gravel and sand, hollow blocks and
nipa shingles making, trucking and hauling service, and a computer printing shop. ―” We grew
the business gradually in response to customer demands. Together with my husband, Robert,
and our children, we pursued one new business after the other in tune with the market conditions,”
says Josephine.
She turned to what she knew —selling, to help Robert provide for the needs of the family. ―”I
started as an ambulant vegetable seller. When customers asked for other goods like dried fish, I
would promptly supply them and then add these to my basket of products. From a portion of my
earnings saved up over a period of time, I raised enough money to establish a sari-sari (variety
goods) store. My store allows me to sell more and earn more. It also keeps me informed of what
customers need and want. As I listen, I get ideas for new businesses. The hardware business, for
example, came about when there was a house construction boom in the community. It helped a
lot that my husband is keen to run it,” adds Josephine.
Good customer relations is key to a successful business. Josephine makes times for small talk
to make her customers feel welcome. ―”I support the saying that the customer is always right.
And if they are wrong, I make them feel alright by being patient when resolving issues that matter.
A good entrepreneur should avoid being short-tempered and impatient with customers”.
Josephine shares, ―”the possibilities are endless especially if you are your own boss. As an
entrepreneur, you have the flexibility to manage your time and resources. If you want to
accomplish more, work harder and longer. Success does not come easy, but if you are willing to
work for it, it is yours for the taking.” Start here:
1. Josephine Rectine’s objective why she became a micro entrepreneur in 1995 was to
______________________________________________________________________
2. She used her skill in ____________________ and started being an ______________.
3. Her customers told her what they __________ and she promptly______________ them.
4. She was able to_______________________________________ over a period of time.
5. She used it for financing her next venture, a___________________________________
6. From that sari sari store how did Josephine get business ideas that eventually put her husband
and children into doing business as well? _______________________________

Chunk 1: How do you choose the right product to sell?

1. Primary considerations in choosing a particular product
• financial benefit to your business
• relatively low investment requirements,
• positive return on investment,
• fit with present strategy,
• feasible to develop and produce,
• easy to source and procure,
• relatively low risk, and
• time to see intended results.
2. Meet the needs of the customer and solve a specific problem.
• Product must address a need or an opportunity.
• Know how your products or services can assist customers.
• Product must have a real value that customers can recognize, want and need.
3. Produce the product that you are capable of.
• Know if you have the time, resources and capability to produce your product.
• Find out if you can afford the manpower required.
• Find out if you have the resources to outsource the product development.
• Know if you can produce a strong demand at a specified period required with the same
standard.
4. Consider the size of your potential reachable market.
• Get an idea of the size of your market.
• Know who are likely to use or benefit from your products.
• Define who will be your potential customers that will be interested in your product.
• Understand who and how big your market can pay off in the long run.
5. Comply with government rules and regulations.
• Be abreast with new laws or government rules and regulations can impact your product.
• Comply with required permits, licenses and obtain approval from the government.
6. Your product must be superior in its functionality, presentation or marketing than any similar
or existing in the market.
• Know and understand your Unique Selling Proposition - is the one thing
• that makes that your product different than any other. It may be that the product •
has a lower price or more convenient packaging, or it may taste or smell better,
• or last longer.
7. Identify barriers that must be overcome for a potential new product entry.
• Barriers to entry include high research and development expenses.
 • Patents are barriers where your competitor may hold legal protection for an integral
component of your product and may prevent you from manufacturing your product.
• Other barriers to entry include competitors offering lower prices due to their cost
advantage.
• Know the potential sales, growth, profits, and time for payback.
• Get a clear idea of your costs.
• Understand how much sales you need to have to breakeven.
• Post a profit.
• Know what your return on investment will be.

SWOT ANALYSIS
One method people often use to decide which is the most suitable business idea is the
SWOT Analysis. It helps you focus on possible problem areas and potential advantages of each
idea.
Inside the business
To analyze the strengths and weaknesses of a business an entrepreneur should look inside the
planned businesses. What will be good at and what are its weaknesses?
1. Strengths are the specific positive aspects, which will give your proposed business an
advantage over similar business ventures competitors. It could be that you have a better
product feature than your competitor, or you can deliver the product faster than others
because of the location near the customers.
2. Weaknesses on the other hand are specific aspects that your business will not be good at.
Perhaps your costs will be high because your location is far from suppliers and you will pay
more for the transport.
Outside the business
To analyze the opportunities and strengths of your proposed business, an entrepreneur must
look outside the business or the external environment. What aspects of the external environment
will benefit the business and what aspects will negatively affect the business.
3. Opportunities are on-going potential developments around you that will be good for your
business. It could be that the demand for the product you are proposing will increase
because of the influx of tourists.
4. Threats are probable events that may affect your business negatively. For example the
business idea could be so simple that other people may start similar businesses in your area
and reduce your share of the market. New products and services are essential in all
businesses. Existing and new entrepreneurs understand that investing in their product
development is necessary for business growth and success. However, financing the
development process is very risky. It needs to be carefully planned and organized.

➢ Chunk 3: Key Stages in the Life Cycle of any product or service

Identifying where products or services are in their lifecycle is central to your profitability.

Product Life Cycle Concept describes a product’s sales, profits, customers, competitors, and
marketing emphasis from its beginning until it is removed from the market. It is a guide for you to
know when would be the right time to start the development process. It will explain how a planned
and phased development process will help you make the wisest investment and budgeting
decisions.
1. Product Development - at this point your product or service is only an idea. You're investing
heavily in research and development. The new product planning involves a series of steps:
1.1 Idea Generation Methods:
a. Brainstorming - sharing ideas, comments, suggestions of members
b. Analyzing Existing products- learn how market is captured successfully
c. Visiting suppliers’ facilities - suppliers’ raw materials can be used as a method
to innovate and modify existing product.
d. Surveys - get feedback from customers and potential market.
e. Reading trade publications - inspirational story of successful entrepreneurs can
be a basis of creating new product.
1.2 Idea Screening
• Ideas which are unsuitable, unacceptable or poor must be junked.
• Ideas with attributes are rated on the basis of a rating form, rated 1-10 in
categories: general, marketing and production characteristics.
1.3 Concept Testing.
• Ideas which passed screening stage will require feedback from consumer.
Measures consumer enthusiasm by asking reactions in pictures, and oral
description of product.
1.4 Business Analysis - a review of market factors, revenues, cost and trends
1.5 Product Development - ideas are converted into visible form
1.6 Test Marketing- involves selling a fully developed product in selected area and
observing the actual or on the spot performance. Depending on the result, decision
as to go ahead, modify the product or services, modify marketing plan or cancel the
product.
1.7 Commercialization - involves actual marketing of the product in the target market.
2. Introduction - launching of product or service in the marketplace and objective is to
generate customer interest. Heavy spending on marketing confronts the entrepreneur.
• Sales growth depends on the desirability of the product
• Competition is limited, or selected
• High production and marketing costs
• Customers are called innovators as they took risk of the new product
• Promotions must be informative
• Free samples and discounts may be desirable

3. Growth- your product or service is establishing itself, sales are growing and profit margins
are good.
• Product gains wider acceptance and objective to expand distribution and range of
available product alternatives
• More firms enter the profitable and tested market.
• Profits are high due to less competitors who offers the same.
• Distribution is expanded coupled with mass advertising to meet new goals It’s the
time to work out reducing costs of delivering the new product.
4. Maturity - sales growth is slowing or has even stopped. You've been able to reduce
production and marketing costs, but increased competition has driven down prices. Now is
likely to be the best time to invest in a new product.
• Product’s sales level tries to maintain lower price and better features for as long as
possible.
• Market is fully penetrated Competition is at its highest level.
• Profits decline because discounting becomes popular.
• High cost in advertising.
• Products are available at most outlets at varying prices.
• Promotion is very competitive.
 5. Decline - new and improved products or services are on the market and competition is high.
Sales fall and profit margins decline.
• Product’s sales falls as substitutes and new competitors enter the market
• Firms may lessen or reduce the items produced and outlets used.
• Increased marketing will have little impact on sales and won't be cost-effective unless
new markets are identified.

You can extend the lifecycle of a product or service by investing in an "extension strategy". You
could:
• increase your promotional spending
• introduce minor innovations - perhaps by adding extra features or updating the design
• seek new markets
But ultimately this only delays a product or service's decline. Ideally, you should always have new
products or services to introduce as others decline so that at least one part of your range is
showing a sales peak.
A. Value Proposition and Unique Selling Proposition (USP) Value Proposition (VP)
- a business or marketing statement that summarizes why a consumer should buy a company's
product or use its service. This statement is often used to convince a customer to purchase a
particular product or service to add a form of value to their lives. In creating Value Proposition,
entrepreneurs will consider the basic elements:
● Target Customer
● Needs/opportunity
● Name of the product
● Name of the enterprise/company

There are many competitors in the market to establish superiority to them. Entrepreneurs
should think some alternative and how it works better. An important aspect in Value Proposition
must be truthful that will establish credibility to the consumers.

Example: Potential value proposition is most common in small businesses of your locality.
(Week 6)
ANSWER SHEET (Please submit only the answers. Do not return the entire module.)

Name: ________________________________ Section: _______________________ LAST

NAME, FIRST NAME MIDDLE INITIAL

Enabling Assessment Activity No. 3

“The Winner”

Directions: Choose two (2) from the business ideas you mentioned in Performance Check No.
2 and write them on the space provided below, for business ideas 1 and 2. Analyze and
answer truthfully the questions for each business venture for a reliable result so that you will
be able to properly choose the best business idea that will answer the market need and will
have the most chance of viability for you Example:
Business Ideas/Business 1. Washable Face 2. Cemented Pot
Proposal Mask Production Production

Which customer needs Need for protection and Need for diversion of
you want your product or health purposes attention in time of
service to satisfy? pandemic

Are you capable to Yes. No. To hire skilled

produce the product? If workers.
not how will you produce
them?

START HERE:
Business
2.
Ideas/Business 1. _________________
___________________
Proposal
1. Which customer
needs you want
your product or
service to
satisfy?
2. Are you capable
to produce the
product? If not
how will you
produce them?
3. Who are your
possible
customers for
this particular
business?
 4. What is the
estimated size in
number of your
market?
5. Who are your
competitors?

6. What is
unique/different
of your product
to others?

7. How will you be

able to
supply/deliver
the goods and
services to
customers?
8. How much capital
is needed to start
your business?

9. Where will you

get the resources
to start this
business?
10. Does this
business have
potential
growth?
At what stage in the product life cycle is your business idea/ proposal?

#1 _____________________________________________________________

#2 _____________________________________________________________

What are the STRENGTHS of your selected business idea/proposal? Enumerate at least 3.
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
Rubrics:
Understanding of the -
topic 25pts
-
Organization
10pts
-
Coherence of Ideas
15pts
-
Total 50pts
 Prerequisite Assessment
1. Think of words or terms related to the topic that starts with letter “P” and find the words in
the grid horizontally, vertically, or diagonally. Write the words or Terms on the space provided.

1. ______________________
2. ______________________
3. ______________________
4. ______________________
5. ______________________
6. ______________________
7. ______________________

LESSON 6 Marketing Mix

Learning Materials: Module, pen, paper, Management books, internet (if applicable)
Prerequisite Content-knowledge: Basic concepts about market Prerequisite Skill: Recognizing
and understanding the market

INTRODUCTION:
A. TIME ALLOTMENT: 4 hours
B. CONSULTATION: For questions and clarifications, you may consult your subject teacher on
the assigned schedule via face-to-face, FB messenger, mobile number. C. RUA: At the end of
the lesson, you should be able to:
• Recognize the importance of marketing mix in the development of marketing strategy
• Describe the Marketing Mix (7Ps) in relation to the business opportunity visàvis:
a. Product; e. People;
b. Place; f. Packaging; and
c. Price; g. Positioning
d. Promotion;
D. INSTITUTIONAL VALUES: Critical thinking, and Creativity Learners will be able to apply
Critical Thinking and Creativity in: Recognizing the importance of marketing mix in relation to
the business opportunity.
E. OVERVIEW OF THE LESSON This lesson will discuss the importance of marketing mix

STUDENT’S EXPERIENTIAL LEARNING

➢ Chunk 1: The Marketing Mix
Marketing Mix is a set of controllable and connected variables that a company gathers to
satisfy a customer better than its competitor. It is also known as the “Ps” in marketing. Originally,
there were only 4Ps but the model has been continually modified until it became 7Ps. The
original 4 Ps stands for product, place, price and promotion. Eventually, three elements were
added, namely:
people, packaging and positioning to comprise the 7 P’s.

The 7 P’s of Marketing Mix

1. PRODUCT
Marketing strategy typically starts with the product. Marketers can’t plan a distribution
system or set a price if they don’t know exactly what the product will be offered to the market.
Product refers to any goods or services that are produced to meet the consumers’
wants, tastes and preferences. An example of goods includes tires, MP3 players, clothing and
etc. Goods can be categorized into business goods or consumer goods. A buyer of consumer
goods may not have thorough knowledge of the goods he buys and uses. An example of
services includes hair salons and accounting firms. Services can be divided into consumer
services, such as hair styling or professional services, such as engineering and accounting.
2. PLACE
In the marketing mix, the process of moving products from the producer to the intended user
is called place. In other words, it is how your product is bought and where it is bought. This
movement could be through a combination of intermediaries such as distributors, wholesalers
and retailers. Benefits of a very Good/Strategic Location
1. Attract lots of customers
Customers prefer to buy their needs in a very strategic location. Gaisano for
example is quite nearer compared to Robinsons so most people living near that place
prefer to buy in Gaisano rather than in Robinson due to proximity or distance, but of
course there are other factors that they considered like the price or convenience.
2. Helps improve sales
Good location helps to remove barriers to sales. Once a customer is physically
close to your store, you have a far better chance of persuading them to purchase from
you.
3. Attract new customers
Good location attracts new customers, KCC or SM malls for example, it is
located within the city, and the transportation is very accessible so plenty of new
customers are coming every day.
4. Maintain loyal customers
Satisfied and happy customers are maintained if the location is very comfortable
and convenient to stay.
5. Get to know your customers better
While good locations are designed to attract new customers, good services,
justifiable price are also a way to maintain and know your existing customers better.

Generally, a bad location decision may result to low sales and production. When the
management or firm is far from its projected target market, it will be difficult to meet the market's
demands. Not only will this affect the sales but it will also affect the costs and expenses of the
management for it needs more resources in meeting the market's demands. Thus, the profit
may decrease or the firm may have a net loss

3. PRICE
The price is a serious component of the marketing mix. In the narrowest sense, price is
the value of money in exchange for a product or service. Generally speaking, the price is the
amount or value that a customer gives up to enjoy the benefits of having or using a product or
service. One example of a pricing strategy is the penetration pricing. It is when the price charged
for products and services is set artificially low in order to gain market share. Once this is
attained, the price can be higher than before. For example, if you are going to open a Beauty
Salon, you need to set your prices lower than those of your competitors so that you can
penetrate the market. If you already have a good number of market share then you can slowly
increase your price.
4. PROMOTION
Promotion refers to communicating information between the company and potential
buyers to influence buying attitudes and behavior. Promotion takes the form of any or all of the
following:
a. Advertising - this consists of any form of paid, non-personal presentation of ideas,
goods, or services by an identified sponsor.
b. Sales Promotion – this is a promotion activity that stimulates interest, trial, or
purchase by final customers. Example of sales promotion are the use of coupons,
point-of-purchase display materials, samples, signs, catalogs, novelties, and circulars
c. Public Relations – refer to the activities of an organization, person or institution
directed toward one or more groups of people, such as employees, consumers, dealers
and stockholders, for the purpose of creating goodwill and an understanding of its
policies.
d. Publicity - is the dissemination of news and information about a person, product,
service, idea or institution through mass media in order to create impressions to the
public. It uses mass media without openly paying for them.
e. Personal Selling – this involves direct contact/ communication made by
representatives of business firms to induce the purchase of merchandise or services
by oral persuasion.

5. PEOPLE
Your team, a staff that makes it happen for you, your audience, and your advertisers are
the people in marketing. This consists of each person who is involved in the product or service
whether directly or indirectly.
People are the ultimate marketing strategy. They sell and push the product. People are
one of the most important elements of the marketing mix today. This is because of the
remarkable rise of the services industry. Products are being sold through retail channels today.
If the retail channels are not handled with the right people, the product will not be sold. Services
must be first class nowadays. The people rendering the service must be competent and skilled
enough so that that the clients will patronize your service. Therefore, the right people are
essential in marketing mix in the current marketing scenario.

6. PACKAGING
Packaging is a silent hero in the marketing world. Packaging refers to the outside
appearance of a product and how it is presented to the customers. The best packaging should
be attractive enough and cost efficient for the customers. Packaging is highly functional. It is for
protection, containment, information, utility of use and promotion.

7. POSITIONING
Product’s Position - the way the product is defined by consumers on important attributes
- the place the product occupies in consumers’ minds relative to competing products.
Marketers must: Plan positions to give their products the greatest advantage in selected
target markets

Positioning Strategies
1. Positioning by specific product attributes
2. Positioning by benefits
3. Positioning for user category
4. Positioning for usage occasion
5. Positioning against another competitors
6. Positioning against another product class
 Steps to Choosing and Implementing a Positioning Strategy
Step 1: Identifying Possible Competitive Advantages: Competitive Differentiation.
Step 2: Selecting the Right Competitive Advantage: Unique Selling Proposition (USP). Step 3:
Communicating and Delivering the Chosen Position

Value Proposition and Unique Selling Proposition (USP)

Value Proposition (VP)

- a business or marketing statement that summarizes why a consumer should buy a company's
product or use its service. This statement is often used to convince a customer to purchase a
particular product or service to add a form of value to their lives. In creating Value Proposition,
entrepreneurs will consider the basic elements:
• Target Customer
• Needs/opportunity
• Name of the product
• Name of the enterprise/company
There are many competitors in the market to establish superiority to them. Entrepreneurs
should think some alternative and how it works better. An important aspect in Value Proposition
must be truthful that will establish credibility to the consumers.

Example: Potential value proposition is most common in small businesses of your locality.

Aling Charing Sari-sari Store opens only from 6:00 am to 6:00 pm, but Aling Charing
noticed that there are customers who go nearby town to look for a convenience store at around
10:00 pm to 6:00 am. She believes that this is a great opportunity for her store to operate 24/7.
In this example, proposed value proposition: “Charing Sari-sari Store, opens 24/7”. The business
describes a sarisari store - a basic retail store. The assurance from this value proposition is
because of the phrase
“opens 24/7”, Aling Charing Sarisari Store opens 24/7, which make it different from other
competitors.

Unique selling proposition (USP)

- refers to how you sell your product or services to your customer. You will address the wants
and desires of your customers.
As an entrepreneur, you think of a marketing concept that persuades your target
customers. The following questions you may ask in doing this are: What do the customers
want? What brand is doing well? What does my competitor do well?
Some tips for the entrepreneur on how to create an effective unique selling proposition to
the target customers:
Identify and rank the uniqueness of the product or services character
Very Specific
Keep it short and simple (KISS)

As an entrepreneur, present the best feature of your product or services that are different
from other competitors. Identifying the unique selling proposition requires marketing research
that you will learn from the other modules. In promoting your products or services, make sure
that it is very specific and put details that emphasize the differentiator against the competitors.
Keep it short and simple and think of a tagline that is easy to remember. Right now, the proposed
unique selling proposition: “Charing Sari-sari Store, opens 24/7”.
Readers get confused between value proposition and unique selling proposition. The two
propositions are used to differentiate the products from competitors. For example, Jollibee is
 known to have a Filipino taste burger. This brand has a unique selling point because of its tagline
“Langhap
Sarap”
Unique Value Proposition and Value Proposition are two most famous tools used to
explain why prospect customers buy each products and services. Based on each definition,
we learn that USP and VP are frameworks of each business industry. The two propositions are
valuable for the entrepreneurs. After you understand the value proposition and the unique
selling proposition, now it’s time to understand the target market, customers’ requirement and
market size

(Week 7)
ANSWER SHEET (Please submit only the answers. Do not return the entire module.)

Name: ________________________________ Section: _______________________ LAST

NAME, FIRST NAME MIDDLE INITIAL

Enabling Assessment Activity No.4

Directions: Following the template below, make a strategy intended for Product, Price, Place,
Promotion, People, Packaging, and Positioning to complete the section of Marketing Mix in your
Business Plan. Add more sheets if needed.

Marketing Mix Strategies

Product
Price

Place
Promotion

People
 Packaging

Positioning

__________________________________________________________
SIGNATURE OVER PRINTED NAME OF PARENT/GUARDIAN
Date: _____________________
 Prerequisite Assessment
1. List down FIVE Filipino brand names of successful business in the Philippines.
2. What makes you say that these businesses are successful?

LESSON 8 DEVELOP A BRAND NAME

Learning Materials: Module, pen, paper, Management books, internet (if applicable) Prerequisite
Content-knowledge: Basic concepts about the marketing mix
Prerequisite Skill: Recognizing and understanding the importance of marketing mix

INTRODUCTION:
A. TIME ALLOTMENT: 4 hours
B. CONSULTATION: For questions and clarifications, you may consult your subject teacher
on the assigned schedule via face-to-face, FB messenger, mobile number. C. RUA: At the
end of the lesson, you should be able to:
• Develop a brand name
D. INSTITUTIONAL VALUES: Critical thinking, and Creativity
Learners will be able to apply Critical Thinking and Creativity in:
• Developing a brand name.
E. OVERVIEW OF THE LESSON
This lesson will discuss the factors involve in developing a brand name.

STUDENT’S EXPERIENTIAL LEARNING

➢ Chunk 1: Develop a Brand Name

Brand Name is a name, symbol, or other feature that distinguishes a seller's goods or
services in the marketplace. Your brand is one of your greatest assets because your brand is
your customers' over-all experience of your business. Brand strategy is a long-term design for
the development of a popular brand in order to achieve the goals and objectives. A well- defined
brand strategy shakes all parts of a business and is directly linked to customer needs, wants,
emotions, and competitive surroundings.
Experts believe that a good brand can result in better loyalty for its customers, a better
corporate image and a more relevant identity. As more customers continue to differentiate
between emotional and experienced companies, a brand may be the first step forward in your
competition instead of price points and product features. The question is, can you build a brand
which truly talks to your audience?
Branding is a powerful and sustainable high-level marketing strategy used to create or
influence a brand. Branding as a strategy to distinguish products and companies and to build
economic value to both customers and to brand owners, are described by Pickton and Broderick
in 2001.

Commonly Used Branding Strategy 1) Purpose

"Every brand makes a promise. But in a market in which customer confidence is little and
budgetary observance is great, it’s not just making a promise that separates one brand from
another, but having a significant purpose," (Allen Adamson).
How can you define your business' purpose? According to Business Strategy Insider,
purpose can be viewed in two ways:
 a. Functional. This way focuses on the assessments of success in terms of fast and profitable
reasons. For example, the purpose of the business is to make money.
b. Intentional. This way focuses on fulfillment as it relates to the capability to generate money
and do well in the world.

2) Consistency
The significant of consistency is to avoid things that don’t relate to or improve your brand.
Consistency aids to brand recognition, which fuels customer loyalty.
3) Emotion
There should be an emotional voice, whispering "Buy me". This means you allow the
customers have chance to feel that they are part of your brand. You should find ways to connect
more deeply and emotionally with your customers. Make them feel part of the family and use
emotion to build relationships and promote brand loyalty.
4) Flexibility
Marketers should remain flexible to in this rapidly changing world. Consistency targets
at setting the standard for your brand, flexibility allows you to adjust and differentiate your
approach from your competition.
According to Kevin Budelmann, "Effective identity programs require sufficient
consistency to be identifiable, but sufficient variation to keep things fresh and human" so if your
old tactics don't work anymore, don't be afraid to change. It doesn’t mean it worked in the past
it may still work now. 5) Employee Involvement
It is equally important for your employees to be well versed in how they communicate
with customers and represent the brand of your product
6) Loyalty
Loyalty is an important part of brand strategy. At the end of the day, the emphasis on a
positive relationship between you and your existing customers sets the tone for what potential
customers can expect from doing business with you.
7) Competitive Awareness
Do not be frightened of competition. Take it as a challenge to improve your branding
strategy and craft a better value in your brand.

(Week 8)
ANSWER SHEET (Please submit only the answers. Do not return the entire module.)

Name: ________________________________ Section: _______________________ LAST

NAME, FIRST NAME MIDDLE INITIAL

Mini-Performance Task No.4 “Developing Brand Name”

Instruction: Create a brand name based on the proposed product and paste a picture on the
space provided below.
 Rubrics for Scoring

Score Description
15 The imaginary product is illustrated with a unique the brand name.
There is an explanation describing the product and its name.
The imaginary product is illustrated with a brand name. There is an explanations
describing the product and its name
The imaginary product is illustrated with a brand name. There is an explanation
describing the product.
6 The imaginary product is illustrated with a brand name.
3 The imaginary product is illustrated.

__________________________________________________________
SIGNATURE OVER PRINTED NAME OF PARENT/GUARDIAN
Date: _____________________
 QUARTER 1 CULMINATING PERFORMANCE TASK
GOAL - Prepare a complete business plan to prove the viability and profitability of the proposed
business.
ROLE - Entrepreneur
AUDIENCE - Financial Institutions / Creditors
SITUATION - As an entrepreneur, you are in need of additional capital to finance your business.
The financial institution requires you to submit a business plan to check the viability and
profitability of your business before the approval of your loan application. PRODUCT - Business
Plan
STANDARDS - The business plan will be rated according to the following criteria:
CRITERIA PERCENTAGE
Business relevance
(The output contains timely information and reasonable type of 40%
business)
Clarity of plan & process
(The output shows clear data regarding the steps and procedures to be 30%
conducted in the business being proposed)
Presentation of data
(The proposal is well-organized and presented comprehensively) 30%

Total 100%

---END OF FIRST QUARTER_ SY 2024 – 2025 ---