NAVOTAS POLYTECHNIC COLLEGE

Bangus St., Barangay NBBS, Navotas City

“GOLDILOCKS”

Goldilocks Bakeshop Inc.

“Ang sarap magmahal ng Pinoy!”

Group 3

Balmaceda, Ma. Rica C.

Borromeo, Rachel T.

Cabañog, Rhealyn B.

Loyola, Carl Louie T.

Onayan, Romel

Ovilla, Rommel

Roxas, Japeth

Toledo, Richard

BSBA-MARKETING 4-E

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

I. HISTORY

Goldilocks Bakeshop is a bakery chain based in the Philippines, which

produces and distributes Philippine cakes and pastries.

On May 15, 1966, Filipino-Chinese sisters, Milagros Leelin Yee and Clarita
Leelin Go, and their sister-in-law Doris Wilson Leelin, opened the first Goldilocks
store on a 70 m2 (750 sq ft) space on the ground floor of a three-story building
along Pasong Tamo Street in Makati and started with only 10 employees.

In 1976, Goldilocks opened its first store in the United States in Los Angeles.
In 1991, Goldilocks launched a franchising program which led to the opening of
hundreds of Goldilocks' store in Metro Manila. Other stores were later set up in
other parts of California such as San Francisco, San Jose and in Las
Vegas, Nevada.

Pancake House International planned to acquire Goldilocks Bakeshop, but

negotiations to acquire the bakeshop chain fell in 2006. Pancake House offered
to acquire Goldilocks for ₱2 billion.

In 2015, it was reported that there are at least 400 full-service stores in the
Philippines, 12 in California, United States, and three in Vancouver, British
Columbia, Canada.

Goldilocks was named after Goldilocks, a character from the fairy

tale Goldilocks and the Three Bears to make the name of the chain easier to
remember by children and their mothers. The name also suggests the words
"gold" and "luck" which was viewed to be auspicious by the founders. The
naming was suggested by the founders' sister Maria Flor.
In 2010, Goldilocks underwent a full re-branding.

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II. VISION

Be the leading Filipino Global brand that will fulfill the changing customer needs

through world-class products and services in the markets.

III. MISSION

To foster a culture of a value driven company through: state-of-heart technology

and systems; employee engagement by providing opportunities for growth in an

environment that is conducive for active and innovative thinking; fair return of our

business partners; active involvement in relevant social responsibility projects.

TARGET MARKET

Children or adult can be the target market of the products offered

by Goldilocks and being a celebration-oriented, cakes and other offering of the

company has a great potential to sell its products.

MARKETING STRATEGY

Marketing Mix of Goldilocks Goldilocks Bakeshop is a bakery chain operates and

have franchises in the Philippines and worldwide. Milagros Leelin Yee, Clarita
Leelin Go, and Doris Wilson Leelin founded Goldilocks in 1966. It sells a wide
range of baked and fast food products. The marketing mix of Goldilocks is the
way to make significant choices about how to execute a thriving marketing plan.
The 4Ps in the marketing mix of Goldilocks are:

Product – Goldilocks has a broad range of baked goods, sweets, and Philippine
native product. It offers bread, desserts, chocolate products, muffins, salads,
pastries, cakes, cookies, thirst quenchers, pasta, noodles, snacks, soupinoy,
sarap pinoy meals, etc. Various scrumptions items for breakfast are also
available in the Goldilockd menu. For different locations and customers,
Goldilocks serves pork, beef,chicken, rice, vegetables, and seafood products. It
makes customized greeting and premium cakes to make birthdays parties and
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occasions sweeter. The company has delivery services for the customers with
the name Padala and Go Delivery. There are Gtizen cards for Goldilocks' elitr
members so that they can enjoy extra special perks and privileges.

Price – Goldilocks is a top company in the Philippine bakery industry and, its
products have a special place in everybody's heart. It targets the customers
belonging to different age and income groups. Goldilocks uses competitive
pricing policy for its products. The baked good and desserts are available in
customer's reach. The company makes sure that its product adds more
sweetness to everyone's life. However, prices vary according to the exclusive
products and their sizes. Goldilocks offers services to premium members and
generate revenue from membership charges.

Place – The first store of Goldilocks was opened on a 750 sq ft. Space and
started with only ten employees. Later, Goldilocks decided to make it a global
brand as a well-grown firm to serve the entire world. As per the estimates
recorded in 20115, it has over. 400 stores in the Philippines, 3 in Canada, British
Columbia, Vancouver, and 12 in California. It expanded to other main cities
including San Diego, San Francisco, Las Vegas, and Sacramento, for a total of
22 U.S outlets. Goldilocks has been providing products following Filipino
tradition, continuing to delight customers in the Philippines and abroad. Recently,
it has hit the market of Southeast Asian countries which included Hong Kong and
Singapore. Besides, Goldilocks has received plenty of requests from the Middle-
East to open stores there. Its products are available in convenience stores,
grocery shops, restaurants etc. The company has also introduced an efficient
delivery system for the product. People can choose a product on a phone call or
by visiting its official website.

Promotion – Goldilocks connect with the people by displaying promotional

advertisements of Filipino's pride cuisines on digital mediums. It also keeps on
upgrading packaging of the products to attract more customers. The company
arranges cake decorating challenges in educational institutes and distributes
various presents and cash prizes among the participants. It introduces several
promotional deals on special occasions and provides an arrangement for events.

OPERATING HOURS

Monday to Sunday every 10AM to 9PM

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Bangus St., Barangay NBBS, Navotas City

IV. COMPETITORS ANALYSIS

Red Ribbon Dunkin Donut Big Bread Goldilocks

-It has - Strong Niche. - Pricing -Pricing

numerous TV, -Brand Strategy Strategy.
Radio, and Following. -Authenticity -Procurement
Print -Excellent of its bakers. Chain.
Strengths Advertisement. Franchise -Fresh -Customer
- It launched Model. baked bread. Loyalty.
its own -Smart -Providing -Strong
webpage to Marketer. large variety Branding.
cater to the -Excellent of product
trendy, young Supply Chain. line.
and highly-
educated
customers.
-It invests in
brand-building.
-Localized -Competition -Incompetent
-It delayed Competition. -Lack of Customer
expansion of - Direct presence in Service.
other retail Competition. emerging -Poor
Weaknesses store due to -Delayed markets Management.
economic Expansion. means low -Bad
crisis. brand Acquisitions.
awareness
-Expand the -Expand the -New -Innovation
market. market. technology -Online
-New -Target the -Expand the Market.
emerging health market. -New
Opportunities technologies. segment. -Emerging Products.
-Emerging -Expand the new -Emerging
new customer. menu. customer. Markets.
-Strong -Franchising. -Unfavorable -Bad
competitors -Shelf life. government Economy.
-New cafes -Competition. regulations. -Volatile
and bakeshop. -Raw Material -Change in Costs.
Threats -Shortage of Procurement tastes of the -Online
product. and Cost. consumer. Presence of
-Same Competitors.
products to be -Changing
offered. the taste
preference.

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

V. FRANCHISE TYPE

Goldilocks is a Business format type of Franchise because it follows the

franchisor’s established standards of quality, service, cleanliness and
customer service in operating its business.

VI. FOOD OFFERED

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

VII. FRANCHISE REQUIREMENTS

1. Application Form

2. Prepare the following

 Letter of intent addressed to the Franchise Relations Manager

 Address, location, and vicinity map of proposal (to include site description,

including business establishments within 1 km. radius)

 Comprehensive resume of the applicant (personal background information

credit references, latest ITR, fixed assets and liabilities, proof of billing

address, list of membership organizations, 2x2 colored photograph)

 Filled up Goldilocks Franchise application form

3. Mail the documents to:

GOLDILOCKS BAKESHOP INC.

Franchise Relations Department

439 Shaw Boulevard

Mandaluyong City 1550

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City
VIII. FRANCHISE APPLICATION FORM AND AGREEMENT

MOST
.
APPLYING FOR:
( ) BAKESHOP
RECENT
( ) FULL STORE GOLDILOCKS BAKESHOP, INC.
( ) OTHERS FRANCHISE APPLICATION FORM

Personal Information 1 ½” X 1 ½”

In order for Goldilocks to commence processing your franchise application, you must complete the

following questionnaire in its entirety and have each investor/partner fill out separate application
COLOR PHOTO
Name (in full)

(Surname) (First Name) (Middle Name) Age

Residential Address (in full) Years of stay__________ Do you
( ) own home or
( ) rent or
( ) live with family / relatives

Home tel. no. Fax No. e-mail Celphone

Office Address in full

Office tel. no. Fax No. e-mail

Civil Status Citizenship Tax Identification No SSS No. Passport No.

Date of Birth Place of Birth Religion CTC NO. Date and Place of Issue

Name of Father & Mother Ag Occupation / Business

( Family Name, First Name Middle Name) e

Name of Spouse Ag Occupation / Business

( Family Name First Name Midlle Name) e

Business/Office Address Tel. No. e-mail

Name(s) and age(s) of children

__________________________________________________________ _______________

__________________________________________________________ _______________

__________________________________________________________ _______________

Describe any physical disability or health limitation

______________________________________________________________________________________________
______________________________________________________________________________________________

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 NAVOTAS POLYTECHNIC COLLEGE
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Educational Background

Name and address Inclusive years Degree completed Awards

of school

High School

College

Post Graduate

Previous seminars / training attended / completed

Inclusive dates Name of Training / Seminar
Conducted by

Business Experience

(Please indicate business/es currently operating and those, which closed, if any within the past 5 years use
additional sheets if necessary)

Present Business Position Years

in Business

Business Address ( in full ) Tel. No. Fax No. E-

mail

Nature of Business

( ) Family owned enterprise ( ) Private corporation

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Past Business/employment experience ( Give last position first)

Date of employment / Name of Company Type of Business

Position held

Start of business

Address Tel. No.

Describe duties/responsibilities No.

of employees

supervised

Reason(s) for leaving /closure

Date of employment / Name of Company Type of Business

Position held

Start of business

Address Tel. No.

Describe duties/responsibilities No.

of employees

supervised

Reason(s) for leaving /closure

Date of employment / Name of Company Type of Business

Position held

Start of business

Address Tel. No.

Describe duties/responsibilities No.

of employees

supervised

Reason(s) for leaving /closure

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Socio – Civic Affiliation

Membership in socio-civic organization (Pls. Indicate name and address of organization )

Name From – To Address

Position

1. ________________________________ _____________ _____________________________

2. ________________________________ ______________ _____________________________

3. ________________________________ ______________ _____________________________

What were your personal contribution/s to the organization in the past two years?

____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
_______________________________________

Reasons for joining the organization

____________________________________________________________________
____________________________________________________________________
__________________________

Please indicate memberships in clubs, homeowners association etc.

____________________________________________________________________
____________________________________________________________________
__________________________

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

Personal Financial Background

( In order for us to evaluate your personal / corporate ability to fund a Goldilocks franchise , please specify
source of funding for the project. )

Financial Assets Liabilities

Cash (in bank) P Notes payable to any bank (pls.itemize) P

Notes and accounts due me P

Inventory P

Marketable stocks/bonds P

Statement of assets and P

liabilities

Total Current Assets P

Real estate P Notes payable to others P

Machinery and equuipment P Taxes payable P

Other stocks and bonds P Other liabilitiesdue within one year P

Automobiles, make and P Total Current Assets P

year

Cash surrender value-life P Real estate mortgage P

insurance

Other assets P notes and bills payable after one year P

Other non-life current P Total non-current liabilities P

assets

Total Assets P Net worth P

Total liabilities and net worth

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 NAVOTAS POLYTECHNIC COLLEGE
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SCHEDULE A: CASH & SHORT TERM INVESTMENT

(certificates of deposit, commercial paper, money market funds, etc.)

Name of Saving Checking Other short Total Pledged?

institution Accounts Accounts term
(amount) investments Yes/No

(type &
amount)

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SCHEDULE B: STOCKS AND BONDS

No. of shares or Description Market Value Cost Pledged

face value
Yes/No

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 NAVOTAS POLYTECHNIC COLLEGE
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CERTIFICATION

By signing below, I confirm that all the information given by me in this twelve-page
form is current, true and correct.

I hereby authorize GOLDILOCKS BAKE SHOP INC. to verify and investigate the
undersigned from whatever source deemed appropriate.

I fully understand that falsifying any information contained herein is sufficient ground
for rejection of my application or termination of any contract that may hereafter be
executed between GOLDILOCKS BAKE SHOP INC. and the undersigned franchise
applicant.

I understand that the filling of this application does not obligate the applicant to
purchase or GOLDILOCKS BAKE SHOP INC. to grant a franchise

_________________ _________________

Applicant Signature Date

I authorize Goldilocks Bakeshop, Inc. to obtain such information as may be required

concerning the statements contained in this application and agree that the application
shall remain Goldilocks Bakeshop, Inc. property whether or not the franchise is granted.
The undersigned certifies that the statements and information furnished in this Franchise
Application are true and complete. It is farther understood that the Franchise Application
is not a contract and this form incurs no obligation in any manner or either party.

Signature Date

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Bangus St., Barangay NBBS, Navotas City

AUTHORIZATION

Date: _______________

In connection with my application for a franchisee with Goldilocks Bakeshop, I

hereby authorize Goldilocks Bakeshop, Inc. or its agent, to contact any present
or past employer, school, financial institution, law enforcement agency, reference
or any other person, firm or corporation. I authorize and request any of the firms
or persons contacted to provide all information concerning me and I hereby
release said firms, institutions and their agents and employee from all liability and
responsibility from releasing this information concerning my school work, my
work habits, character or skill, credit history or criminal history Goldilocks
Bakeshop, Inc. agrees to maintain and restrict the use of this information in
connection with my Franchise Application.

I am willing and request that a Photocopy of this Authorization be accepted with

the same authority as the original

Print Name: ________________

Signature: ________________

Dare: ________________

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

ATTESTATION OF FINANCIAL DATA

The statement in this application of all my assets and liabilities is made as of the
__________ day of __________ 20_____. I hereby attest the accuracy of my financial
data and authorize Goldilocks Bakeshop, or their authorized agent(s) to verify any and
all data submitted, and to make any additional credit checks they deem necessary.

I further authorize Goldilocks Bakeshop Inc. or its agents to release to perspective

financial sources such financial and other information concerning me/us in their files as
may be requested.

__________________

Signature of applicant

_________________

Date

Support Documents Needed

1) NSO Certified birth certificate
2) Marriage Contract
3) School Certificates / Diplomas
4) Employment records ( certification of employment )
5) NBI Clearance
6) Audited Income Tax Returns / Balance Sheets (for last 3 years)
7) If with past legal cases, present court resolution
8) Personal references / certifications / testimonials
9) Socio-Civic affiliation certification
10) Bank Certifications

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 NAVOTAS POLYTECHNIC COLLEGE
Bangus St., Barangay NBBS, Navotas City

FRANCHISE AGREEMENT

The Franchise System

The franchisor grants grants to the franchisee the right to operate a specific
Goldilocks Store, at a single address. These rights include the use of Goldilocks
trade name and trademarks, proprietary products, store design, signage, and use
of Goldilocks methods of operation.

In return the franchisee agrees to operate the business in accordance with the
Goldilocks established standards of quality, service, cleanliness and customer
service. The Franchisee is expected to do his utmost best to operate his store to
achieve the fullest potential of the store in terms of profitability and customer
delight.

Territory

The Franchise Agreement does not provide franchisees an exclusive area or

territory. Franchisees are granted the right to operate their franchised restaurant
from one specific location only.

Obligation and Restrictions

Goldilocks will provide training for one Managing Director, the management team
and the crew who must all successfully complete the Store Operations Training
Program.

The training for the initial batch of hires will be free of charge but all succeeding
training for new employees will be charged.
Training excludes salaries, meals, transportation, lodging cost of the employees
and out of pocket expenses of trainers for training activities conducted outside of
Metro Manila.

The Franchise Managing Director and store crew will also be required to attend
trainings during the duration of the franchise term to upgrade their skills.
A Goldilocks Operations Manual will be provided for reference purposes and will
be updated as needed.

Goldilocks team will assist the franchise in the recruitment of its personnel in
terms of screening and testing free of charge for the initial store team but
recruitment cost will be charged for succeeding hires. Transportation, lodging
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Bangus St., Barangay NBBS, Navotas City
cost and out of pocket expenses incurred for localized hiring outside Metro
Manila will be charged to the franchisee.

The store personnel will be directly hired by the franchisee and will be
responsible for their salaries and benefits.

Term of the Franchise

The length of the initial franchise term is 8 years.

Payments made by the franchisee to the franchisor

The franchise fee

Which is paid upon the signing of the franchise agreement, is for the right to use
the franchisor’s trademark and business system as well as for the pre-opening
activities at the start of the franchise agreement such as site evaluation,
assistance in recruitment and training for the initial store team?

a. Franchise fee for the bakeshop is P800, 000.00

b. Full Store P1.2 Million.
(Exclusive of VAT tax)

The royalty fees

Are paid on a monthly basis for the ongoing use of the Goldilocks name and
systems as well as for the continuing support activities of Goldilocks.

a. Full Bakeshop- 4% of total value of bakeshop products purchased.

Based on the store selling price.
b. Foodshop-8% of total monthly gross sales.

The advertising fee

Is 3 % of the total sales derived from both bakeshop and foodshop and is paid on
a monthly basis.

Termination and/or the right to transfer the franchise

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Bangus St., Barangay NBBS, Navotas City

IX. FRANCHISE PACKAGES

Bakeshop

 Franchise fee: P800,000 (VAT exclusive)

 Investment Cost: P6 to 8 Million est.
 Store Size Requirements: Minimum of 60 sqm, Maximum of 80 sqm
 Royalty fee: 4% of purchase goods
 Advertising fee: 2 % of total sales

Investment cost will cover the following:

 Franchise fee
 Lease hold improvements
 Delivery vehicle
 Operating equipment and utensils
 Collateral / surety bond
 Project management fee
 POS – Point of Sales System with hardware package

Franchise term: 8 years

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Full Store

 Franchise fee: P 1.2 M (VAT exclusive)

 Investment Cost: P10 to 13 Million est.
 Store Size Requirements: Minimum of 150 sqm, Maximum of 200 sqm
 Royalty fee: 8% of total monthly gross sale
 Advertising fee: 2 % of total sales

Investment cost will cover the following:

 Franchise fee
 Lease hold improvements
 Delivery vehicle
 Operating equipment and utensils
 Collateral / surety bond
 Project management fee
 POS – Point of Sales System with hardware package

Franchise term: 8 years

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DOCUMENTATION

GOLDILOCKS MALABON CITISQUARE BRANCH

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Bangus St., Barangay NBBS, Navotas City

December 3, 2019

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