Chapter 1: BUSINESS CONCEPT

A) Business Name The mushroom culture is already gaining its popularity in Pangasinan, Philippines, specifically in Urdaneta City. As a vegetable, it is being added as one of the ingredients in some of Pangasinan delicacies. However, due to lack of planting materials and knowledge, the production of mushrooms is still limited. With a lot of suggestions about the name of the business, the researchers have decided as a group to use MousseronFarm. The word mushroom originated from a Late Latin word mussirio which means "of obscure origin"then was later adopted as an Old French word mousseron from the root word mousse which means "moss". From that Old French word, the name of the business was derived.
A mushroom is defined as a macrofungus with a distinctive fruiting body. The macrofungi have fruiting bodies large enough to be seen with the naked eye and to be picked up by hand (Chang and Miles, 1992). In a narrow sense, the word mushroom also refers only to the fruitbody.Mushrooms used to be classified into the Kingdom Plantae, but now they belong to the Kingdom Fungi due tounique fungal characteristics which draw a clear line from animals or plants. Unlike green plants, mushrooms areheterotrophs. Not having chlorophyll, they cannot generate nutrients by photosynthesis, but take nutrients from outer sources.

B) Business Offering 1) Properties “Mushrooms are small living organisms that look like umbrellas. They are not plants because they do not have chlorophyll, the green material that plants use to make food.” (Ref: www.english-online.at)
Table 1 Parts | Description | Cap | Differently shaped and colored upper part of the mushroom that protects the gills; it usually resembles a headdress, hence its name. | Gills | Fertile spore-producing part of the mushroom, located under the cap. | Spore | Microscopic seeds acting as reproductive agents; they are usually released into the air and fall on a substrate to produce a new mushroom. | Stem | Axis supporting the mushroom’s cap. | Mycelium | Tangle of hyphae created through spore germination, from which the aboveground part of the mushroom develops. | Hypha | Microscopic filament, often white, that draws water and the organic matter necessary for mushroom development. | Volva | Remnant of a membrane that completely covered the immature mushroom and ruptured as the stem grew. | Ring | Membrane located under the cap and circling the stem; remnant of a membrane that covered the gills of the immature mushroom and ruptured as the cap grew. |

2) Uses of the product a) It is used as an ingredient for any delicacy; and, b) According to Ms.MilagrosCaoile, Dagupan City Agriculture Representative, it can also be used for medicinal purposes. Listed below are some of its medicinal purposes: i. It strengthens the immune system and lowering serum cholesterol levels to prevent heart disease; ii. It can also prevent high blood pressure, impart long life and vigorand assist people in recovering from fatigue; and iii. It can also prevent hangovers, constipation and is an aphrodisiac. 3) Major users of the product c) Manufacturers iv. R.E.J.L MUSHROOMCARE v. Minute Burger vi. Panaderia de Antonio d) Distributors vii. Malimgas Public Market viii. Robinson's Supermarket e) Consumers C) Unique Quality 1) The mushroom project is primarily focused on helping orphans. This adds an emotional appeal to the product and improves sales. 2) There is a potential for both fresh and dried mushrooms. Fresh mushrooms can be sold or consumed bythe locals while dried mushrooms, because of reduced perishability, can be transported to other markets.

D) Business Structure Mousseron Farm as per the agreement of the researchers will be formed as a Partnership entity. Enumerated are the considerations made: 4) Ease of formation. Partnership can be formed by the mere agreement of partners. 5) Capital. Since there are seven (7) researchers, it is better to start the business as a partnership which does not require a huge pool of money. And the financial burden is spread among the partners. 6) Profit/Loss ratio/sharing. The profit/loss sharing can be easily promulgated as per the mere agreement of the partners. 7) It pays lesser tax compared to corporation. This happens because the profit of each partner is being added to his/her individual income tax return; thus, income is only being taxed once as compared to the corporation. 8) Ease of decision making. Since the researchers know each one of them, it would make the decision making less troublesome. 9) Responsibility sharing. With a partnership type of business, each partner can be assigned to do a certain task for the benefit of the business. 10) Mutual support. Since partners carry the same goal, they tend to support each other. 11) Mutual learning. Here, a partner can learn the remaining partners' skills and talents in operating the business. 12) The continuity of service can be provided, i.e. when one partner is absent, the remaining partners can take the load or work of the former. 13) Partnership does not require an annual meeting and fewer formalities. E) Location The researchers are planning to put up a culture house in Perez Street, Brgy. Lanas, Mangaldan, Pangasinan (boundary of Brgy. Maasin; around 30km from the town proper).The geographic coordinates of Mangaldan are 16° 4' 0'' N, 120° 24' 0'' E. Listed below are the factors being considered: 14) Availability of raw materials; 15) temperature; 16) relative humidity; 17) light; 18) carbon dioxide; 19) no pests or pests can be controlled easily; 20) distance to the market; 21) efficient use of space; 22) access to clean water; and, 23) Not prone to flood. F) Business Feasibility Study Objectives 24) Relation to National Government Program “High Value Crops” - As stated in Memorandum No. 299, 2009, mushrooms are being added as a part of the priority crops in the Philippines in accordance to the Investment Priorities Plan (IPP) which is to be approved by the Board of Investments (BOI). Thus, mushrooms had been given an importance by the Republic of the Philippines due to its nutritional benefits.
According to Trade Undersecretary Adrian Cristobal Jr., managing director of the BOI, the IPP serves both as a developmental tool for investment decisions of the private sector, and as a promotional tool for government to encourage first movers in new investment areas. More than a list of economic activities, the 2014 IPP will articulate the country’s industrial policy, strategies, and provide an appropriate response to the key constraints that hinder the entry of investments in critical areas of the economy.
Under existing laws, the BOI is mandated to promote investments through tax exemption and other benefits in the preferred economic activities specified in the IPP. These economic activities are aligned with the Philippine Development Plan (PDP) which identifies sectoral opportunities and promotes the growth of forward and backward linkages in priority areas and high-potential growth sectors to attract investments and generate jobs. (DTI) 25) Affinity to regional or sectoral studies According to Ms. MilagrosCaoile, Dagupan City Agriculture Office Representative, mushroom is part of Department of Agriculture’s program in Agricultural Training Institute(ATI). Also, the business enterprise is in accordance with the Philippine Development Plan (PDP). The Philippine Development Plan 2011-2016 adopts a framework of inclusive growth, which is high growth that is sustained, generates mass employment, and reduces poverty. With good governance and anticorruption as the overarching theme of each and every intervention, the Plan translates into specific goals, objectives, strategies, programs and projects all the things that we want to accomplish in the medium term. Through this Plan, the current administration of President Benigno Simeon Aquino III intends to pursue rapid and sustainable economic growth and development, improve the quality of life of the Filipino, empower the poor and marginalized and enhance our social cohesion as a nation. In particular, the Chapter 9 of the Plan talks with the industry of mushroom which is entitled as Competitive and Sustainable Agriculture and Fisheries Sector. As stated in PDP website, the agriculture and fisheries sector provides food and vital raw materials for the rest of the economy. It is itself a significant market for the products and services of the non-agricultural economy. As the sector grows and modernizes, it releases surplus labor to the industry and services sectors. Rising productivity and efficiency in the sector are critical in maintaining the affordability of food and purchasing power, especially among the poor. The sector’s development is therefore vital in achieving inclusive growth and poverty reduction as well as attaining the targets under the Millennium Development Goals (MDGs).

26) Project's potential and proponents f) Beneficiaries of the study: ix. The residents in our location or near to it will be given jobs. x. Mushroom cultivation will also serve as a livelihood program. xi. Rice farmers will be given additional income while waiting for the decomposition of rice straws. xii. Health-conscious consumers will also benefit.

g) Benefits of the study: xiii. It will engage people to invest in mushroom industry; xiv. It will create employment opportunities; and, xv. It will expand the knowledge of every individual regarding the importance of mushroom.

Chapter 2: MARKETING PLAN

Marketing plays the most important role for the success of a business. In this chapter, the business’ marketing objectives are laid out together with the plans or actions that will be needed to achieve these objectives. Furthermore, this chapter includes the profile of the respondents which aided the researchers to create this part of the feasibility study.

Target Market One of the most important in coming up in the marketing plan is identifying your potential customers or your target market. With this, we can implement and come up with the strategies suited with the identified target market. Target market or customers are those who are likely to buy your product.
The business is important in the society because it increases the supply of mushroom which is ordinarily seldom and seasonally available. It aims to promote mushroom as part of daily diet of the people. And it implicitly contributes the promotion of a healthy lifestyle. In this regard, the target market of this study will be the supermarkets, public market and/or directly to the consumers within Pangasinan as well as places outside Pangasinan or Philippines.

Question no. 1: What is your purpose of buying mushroom?
Table 2 For consumption purposes | 404 | 80.8% | For retail purposes | 63 | 12.6% | For manufacturing purposes | 33 | 6.6% | Total | 500 | 100% | Based on the results of the questionnaires, majority or 80.8% of the respondents said that they make use of mushroom for their personal consumption. The following are some of their reasons: a. They make use of mushroom as an ingredient in their food because it is delicious and adds to the appeal of the food; b. They consume mushroom because of the health benefits that they can get from it.
It has also been identified that 12.6% of the respondents are making use of mushroom for retail purposes to generate extra income. On the other hand, the following are some of the reasons why the respondents are buying mushroom for their manufacturing purposes: a. They make use of mushrooms as a meat substitute (e.g. Mushroom Patty); and, b. They make use of mushroom as an additional ingredient in order for their menus to be tastier.
According to Agricultural Marketing Resource Center (AgMRC), Iowa State University, many are intrigued by the nutritional properties in addition to their culinary appeal.
Mushroom producers need spawns for them to grow mushrooms. Meanwhile, mushroom dealers also need the mushroom harvested by the growers to supply the needs of their marketing channels (wholesalers, retailers, wet markets, groceries, restaurants, etc.) from different places for mushroom products.
Mr. Rivera specified that a bag measuring 7x14 inches that contains planting spawn can produce 3 – 7 kilograms of mushroom. Multiplying the kilograms of mushroom that one planting spawn could produce by 2 (given that growers can cultivate mushrooms twice in a month), the estimated numbers of existing mushroom producers in Pangasinan and the number of spawn bags that they use per cultivation respectively will result to a present supply of 12,500 kilograms of mushroom per month. 50 rowers x 25 bags/ cultivation x 2 = 2,500 bags |
The major suppliers of planting spawn in Pangasinan came from Mapandan, Manaoag, and Malasiqui. These major spawn suppliers provide for the planting spawn needs of mushroom producers inside and outside Pangasinan. According to the right-hand person of Mr. Milo Abrocio, one of the leading spawn suppliers in Mapandan, they can produce about 1,600 bottles of spawn daily or an average of 10,000 bottles a week. Since five bottles makes one bag of planting spawn, Mr. Abrocio produces an average of 2,000 bags of spawn. Mr. Gabriel Velasco on the other hand can produce about 1,440 bottles a day or about 7,200 bottles (1,440 bags) a week. Using the average number of bottles that can be produced by the two and considering that there were six major spawn suppliers in Pangasinan, we can derive a present supply of 10320 bags of planting spawn per month. [(2,000 + 1,440)/2] x 6 = 10,320 spawn bags |

Question no. 2: How often do you consume mushrooms?
Table 3 Daily | 16 | 3.2% | Weekly | 116 | 23.2% | Monthly | 368 | 73.6% | Total | 500 | 100% |

Based on the questionnaire and interviews of the researchers from their respondents, it has been identified that the 3.2% of the respondents buy mushroom on a daily basis because it is already a part of their daily menus. The questionnaire and interviews also identified that 23.2% of the respondents buy mushroom on weekly basis for the following reasons: a. They make use of mushroom for them to try different dish; and, b. They only use or consume a small amount of mushroom as an ingredient. Lastly, the interview from the respondents identified that 73.6% of the respondents buy mushroom on a monthly basis for the following reasons: a. They only use mushrooms when there is an occasion; b. They find mushroom costly; and, c. There is no enough supply of mushroom in the market.
According to Mr. Rey Rivera of DTI - Region I Office-Dagupan City, it is estimated that there is a daily demand of 10 kilograms of mushroom in every cities and municipalities in Pangasinan. But the active market for mushroom products can be found in Baguio and Urdaneta where there is a concentration of buyers and sellers of mushroom and mushrooms were sold in voluminous quantities. Active markets of mushrooms can also be found in some municipalities in Pangasinan, like in Aguilar, Villasis, Malasiqui, Alaminos, Sta. Barbara, San Fabian, etc. Mushroom products available on these areas come in small quantities only.
Question No. 3: Based on your answer in number 2, how much do you usually buy?
Table 4 Retail | 463 | 92.6% | Wholesale | 37 | 7.4% | Total | 500 | 100% |

The above data shows that majority or 92.6% of the respondents said that they usually buy mushroom on a retail basis since they would not be able to consume a high volume of mushroom considering its perishability, while the rest, usually the retailers, buy mushroom on wholesale basis since there is a great demand on the market. The species of edible mushroom are cultivated throughout East and Southeast Asia and used extensively in Asian cuisines.Straw mushroom is famous for specific bite and watery texture. In color, it ranges from white to dark brown. It is available in fresh, canned and dried mainly for overseas markets. Paddy straw mushroom is easily cultivated at high temperature. Its consumption is still limited to oriented market not well suited for western market. It has very short shelf-life. The commercially canned or bottled mushrooms last for 2-5 years. Freeze Dried Mushrooms will store for 10 to 15 years in a sealed #10 can (oxygen absorber included) under ideal storage conditions (cool, dry place).
Table 5: SHELFLIFE OF MUSHROOMS | Not Stored in the fridge | Fridge | Fresh Mushrooms (Whole) last for | 2 days | 7-10 Days | Fresh Mushrooms (Sliced) last for | 1 day | 5-7 Days | Cooked Mushrooms last for | Less than a day | 7-10 Days |

Table 6: Room temperature for mushrooms Mushroom species/ Common name | Tmg | Toptimal mg | Tfruiting | Techniques | Lentinulaedodes /Shiitake | 5-35 | 20-30 | 8-25 | 1, 2, 3 | Pleurotusabalonus /Abalone oyster Mushroom | 15-35 | 20-30 | 25-30 | 2, 3 | Pleurotuscystidiosus /Oyster mushroom | 10-35 | 25-28 | 25-30 | 2, 3 | Pleurotusostreatus/Winter oyster mushroom | 5-35 | 20-25 | 5-25 | 2, 3 | Pleurotuspulmonarius/Oyster mushroom | 5-35 | 20-25 | 13-20 | 2, 3 | Pleurotuscornucopiae # / Branched or yellow Oyster mushroom | 15-35 | 20-28 | 15-25 | 2, 3 | Pleurotusdjamor ^ / Pink oyster mushroom | 15-35 | 24-30 | 20-30 | 2, 3 | Pleurotuseryngii /King oyster mushroom | 10-35 | 20-25 | 15-22 | 2, 3 | Auriculariapolytricha/ Wood ear mushroom | 20-35 | 30-35 | 23-28 | 2 |
#: Including Pleurotuscitrinopileatus
^: Including probable synonyms: P. ostreatus, P. salmoneo-stramineus, P. flabellatus
Tmg: The range at which the mycelium stays viable; the growth speed declines at both high and low ends of this range.
Toptimal mg: The optimal temperature range required for fruiting; most important temperature.
Substrate techniques:
1 Wood logs
2 Pasteurized or pre-heated substrate
3 Sterilized substrate

Question No. 4: Are you willing to spend Php 160-200 per kilo for mushrooms?
Table 7 Yes | 212 | 42.4% | No | 288 | 57.6% | Total | 500 | 100% |

The above shows that majority or 57.6% of the respondents are not willing to spend Php160-200 per kilo for mushrooms since they find it expensive, while the remaining 42.4% said that they are willing to spend such since they are aware that the price is just enough since there is a small supply in the market.
Mushroom production in the Philippines is growing because of the growing demands on these products locally and globally. The demand for mushroom remains strong as these are consumed as healthy alternatives to meat. Based from DOST’s findings, mushroom demand in national and local markets has been growing at a rate of ten percent per annum for the past years. This market growth trend is expected to increase as a result of the rapid increase of population and the growing awareness of the consumer about the benefits derived from mushroom. According to Mr. Rey Rivera, a DTI staff in-charged in conducting seminars on mushroom cultivation and spawn production in Region I especially in Pangasinan and in La Union, the demand of straw mushroom for each municipality in Pangasinan ranges from 10 to 15 kilograms daily. Based from this estimate, there is a present demand of about 14,400 to 21,600* kilograms of mushroom monthly in entire Pangasinan alone. 10kgs x 48 Mun. x 30 days=14,400;15kgs xx 48 mun. x 30 days= 21,600 kgs. |
Mr. Rivera also said that mushroom producers use an average of 25 spawn bags per cultivation. He also estimated that there are approximately 35 to 50 currently existing mushroom producers in Pangasinan. Straw mushrooms can be harvested within two weeks, thus producers can cultivate this type of mushroom twice a month (or more depending on the size of their business). Based on the data above we can derive a demand for spawns in Pangasinan of 2,500 spawn bags per month. 50 growers x 25 bags/ cultivation x 2 = 2,500 bags |

The current demand of planting spawn in Pangasinan is considerably lower than the present supply of it. Mr. Rivera said that this may be due to the grower’s lack of knowledge on the spawn supplier’s location (especially in Western Pangasinan areas where growers rely on the planting spawns brought to them by DTI staffs). Some small growers also find it costly to avail planting spawns because of their distance from spawn suppliers. Mr. Rivera said that some growers that existed before had stopped their operations because of the lack of supply of spawns on their areas. Only the growers that can avail consistent supply of planting spawns were the active producers of mushroom in Pangasinan.
According to Mr. Gabriel Velasco, one of the spawn suppliers in Mapandan, most of the spawn orders that they received were ordered by growers from outside Pangasinan. Municipalities and cities outside Pangasinan (Tarlac, Aringgay, Agoo, Dau, Zambales, etc.) which also lacks in their supply of spawns would come to Pangasinan, specifically in Mapandan, just to buy planting spawns. The disproportionate distribution of planting spawns (more spawns were sold outside Pangasinan) causes lower supply of it in Pangasinan resulting to a low supply of mushroom products in the province.

Question No. 5: What kind of mushroom do you usually buy?
Table 8 Button mushroom | 294 | 58.8% | Umbrella mushroom | 205 | 41% | Others | 1 | 0.2% | Total | 500 | 100% |

The interview and questionnaire identified that majority or 58.8% of the respondent said that they usually buy Button mushroom because it is the one that is common in the market, and they usually buy those that are already preserved in cans.
The 41% of the respondents said that they usually buy Umbrella mushroom because they find it more delicious than Button mushroom. Another reason that they had identified is that it is less expensive.
While the remaining 0.2% of the respondents usually buy“GanodermaLucidum” because it is the one being given to them by a distant relative.

Table 9 Kinds of mushrooms | Description | Shiitake | It is an edible mushroom native to East Asia, which is cultivated and consumed in many Asian countries. It is considered a medicinal mushroom in some forms of traditional medicine. | Oyster mushroom | It is named such because it a bit like of oysters and when cooked it has that semi-slimsy texture. This mushroom is frequently found in forests on tree trunks and wooden posts on farms but they are also cultivated in mushroom farms in sterilized mediums. | Wood ear mushroom | It refers to two different closely related species of edible fungus used primarily in Chinese cuisine; these are commonly sold in Asian markets shredded and dried. |
Note: Button mushroom is not fully grown while umbrella mushroom is the fully grown mushroom

Question No. 6: Where do you usually buy mushrooms?
Table 10 Supermarket | 218 | 43.6% | Mushroom growers | 40 | 8% | Public market | 240 | 48% | Others | 2 | 0.4% | Total | 500 | 100% |

As a result of the researchers’ interview and survey, it has been identified that majority or 48% of the respondents usually buy mushroom in the Public Market because they find mushroom cheaper there. Also, they said that they do buy mushroom there sinceit will be more convenient to them especially when they are to buy other commodities in the market. The 43.6% of the respondents said that they usually buy mushroom in the supermarket for the following reasons: a. They feel that it is free from contamination; and, b. They feel that the mushroom being sold there has better quality.
The 8% of the respondents said that they usually buy mushroom directly from Mushroom Growers because of the following reasons: a. They wanted to buy it fresh; b. They do know some mushroom growers; and, c. It is a lot cheaper.
And the remaining 0.4% respondents who specifically identified Registered Mushroom Outlets by which they are buying mushroom which is considered to be part of others in the questionnaire.
Question No. 7: Will you patronize our product?
Table 11 Yes | 396 | 79.2% | No | 104 | 20.8% | Total | 500 | 100% | For Table 7, it has been identified that majority or 79.2% of the respondents will be patronizing the researchers’ product because of the following reasons: a. The health benefits that they can get from it; b. It is delicious; and, c. They know who the owners are and they feel that the quality is ensured.
Future Trends
The Agricultural Marketing Resource Center identified that the production and consumption of specialty mushrooms in the United States and other western countries is expected to increase at an accelerated rate in the years to come. As production technology is improved through interdisciplinary efforts, the retail price for specialty mushrooms should decrease. As economies improve in Latin America, production of specialty mushrooms could increase at an even faster rate than in the United States. The culinary advantages offered by specialty mushrooms bode well for the continued growth and development of the specialty mushroom industry worldwide. Specialty mushrooms are sold fresh, dried or processed in Japan and China, so there is room for exports to address these markets.
Moreover, the Philippine is considered as an ideal country for edible mushrooms which grow all year round. This means mushroom farming has a lot of potential and can even be considered a revenue-generating industry. But present cultivation in this country is limited due to insufficiency of planting materials and the limited local knowledge about its culture. Incidentally, the Philippines still has a long way to go when it comes to exporting. In 2006, Dr. Renato Reyes of the Department of Science and Technology said the Philippines has no major mushroom exporting industry as barely 600 metric tons of mushroom is produced every year, way behind Indonesia, Vietnam and Thailand.
Furthermore, the nutritional components of the mushroom can be seen in Table 10. The table also includes the nutritional components of different food to serve as a comparison to that of the mushroom.
The remaining 20.8% of the respondents said that they are not willing to patronize the researchers’ product because of the following reasons: a. They have not seen the product yet; and, b. They already have their supplier. Table 12: The nutritional components of mushrooms Mushroom/Food Item | Protein | Carbohydrates | Fat | Calcium(Ca) | Thiamine(Vit. B1) | Riboflavin(Vit. B2) | Iron(Fe) | Niacin(Vit. B3) | PleurotusPulmonarius | 2.9(26-35)* | 5.66 | 1.79 | 3.14 | 0.20 | 0.22 | 0.40 | 7.72 | Volvariellavolcacea | 3.8(25-29)* | 6.00 | 0.60 | 3.00 | 0.10 | 0.17 | 0.70 | 8.30 | AgaricusBeunnescens | 3.5(24-34)* | 11.4 | 0.40 | 2.40 | 0.10 | - | - | 5.85 | Lentinulaedodes | 7.5(13-17)* | 6.50 | 0.93 | 3.00 | - | - | 1.90 | 7.60 | Auriculariapolytricha | 4.8(4-8)* | 7.16 | 0.50 | 3.15 | 0.08 | 0.19 | 3.60 | 4.00 | Potato | 2.0 | 9.10 | 0.00 | 11 | 0.04 | 0.04 | 0.70 | 0.04 | Milk | 3.5 | 4.90 | 3.90 | 118 | 0.17 | 0.17 | 0.10 | 0.17 | Fish | 14-20 | 2-3 | 1-2 | 15 | 1.20 | 1.20 | 1.50 | 1.20 | Egg | 13 | 2.00 | 13.3 | 68 | 0.27 | 0.27 | 1-15 | 0.27 | Meat | 21 | - | 3.6 | 8.3 | 0.29 | 0.29 | 2.52 | 29.0 | Carrot | 1.2 | 9.3 | 0.3 | 39 | 0.06 | 0.06 | 0.80 | 0.06 | Compiled from various sources. * Numbers in parentheses are dry weight data.Source: Typical Mushroom Cultivation by T.H. Quirino, 2002 |
According to Agricultural Marketing Resource Center, mushrooms are the only non-animal source of vitamin D. In addition, mushrooms contain some unsaturated fatty acids and provide several B vitamins. Some even contain significant vitamin C, as well as potassium, phosphorus, calcium and magnesium. Mushrooms contain many essential amino acids; white agaricus mushrooms, for example, contain more protein than kidney beans. Shiitake mushrooms are less nutritious but are still a good source of protein. Some mushrooms could be a viable and economical source of antioxidants in the diet. Numerous mushroom-based products have been marketed to promote weight loss.
Mushrooms have been used to treat or prevent diseases for centuries. Asian traditions maintain that some mushrooms are natural pharmaceuticals and promote good health. Researchers have confirmed that mushrooms contain substances that may reduce the risk of cancer, boost the immune system and reduce the risk of coronary heart disease. Other therapeutic applications of mushrooms include wound-healing covers, antibacterial mushroom extracts and liver function preparations. At its clinical trials Web site, the National Institutes of Health lists studies involving oyster mushrooms, agaricus mushrooms and shiitake mushrooms.

The business is important in the society because it increases the supply of mushroom which is ordinarily seldom and seasonally available. It aims to promote mushroom as part of daily diet of the people. And it implicitly contributes the promotion of a healthy lifestyle. In this regard, the target market of this study will be the supermarkets, public market and/or directly to the consumers within Pangasinan as well as places outside Pangasinan or Philippines.

B) Marketing Objectives 1. To increase the supply of mushroom in Pangasinan According to Ms.Dominica Blanca P. Montemayor, Pangasinan Provincial Agriculturist, there is really a small supply of mushroom in Pangasinan which causes a domino effect to the product’s supply and demand. Because of small supply of mushroom, people are left with no choice but to choose an alternative for mushroom leading to a lower demand of mushroom. 2. To inform the public regarding the benefits of mushrooms.
Basing with Table 12 which includes the nutritional components not only of mushrooms but also of different ingredients (potato, milk, fish, egg, meat and carrots), it can be inferred that mushrooms can serve as an alternative with the ingredients mentioned earlier. Thus, nutrients that are present in these ingredients are also present on mushrooms, though the measurements of the nutrients are not the same from each other. However, the gap between the nutritional values can be eliminated, provided that there will be an additional consumption for mushroom.

C) Marketing Strategies

Table 13 Factors that affect the market | Description | Marketing Strategy | Description | Price | It is the amount which mushroom can be bought | Discounts | 5% discount – 5 to 10 kilos10% discount – 11 to 30 kilos20% discount – 31 kilos and beyond | Demand | It is the volume of mushroom being ordered | Contract formulation | In order for the business to identify the exact volume of mushroom that is required for it to produce. This will soon lead to decision if there is a need for increase of man power or expansion of the production site. | Economic Conditions | The factor that can affect the purchasing power of the consumers. | Retail selling | Mushroom can be bought per gram. The consumers can bought to the amount they wanted with the corresponding proper kilo for that amount. | Climate Conditions | It is the current situation or condition of the climate in the production site | Adjustment in contracts | Since climate condition is not well suitable for mushroom cultivation, the proponents will have to adjust the contracts with their clients. Adjustment will be done in order for the business to cope up with the volume of mushroom that it can supply with their clients. | Competitors | They are the one selling the same product as ours | Promotions | (e.g.) Letting our consumers have a taste of our product and let them do the word-of-mouth advertising. (e.g. Organize Kusina Challenge where mushroom will serve as the main ingredient) | D) E) Distribution Channel

Mousseron Farm will distribute mushroom to supermarkets and public markets within Pangasinan where consumers can buy mushroom at the place of their convenience. Consumers that will buy in the public market will have the ability to bargain with regards to the price unlike if they will buy in the supermarket where the price is already fixed.
The entity will also supply to different mushroom manufacturers to be able to give our end consumers a variety of choices aside from the raw mushroom. Also, prices will be fixed when consumers buy in these manufacturers. Consumers, however, will have the ability to reduce the price depending on the transaction or agreement between parties, and by taking advantage of volume discounts or period discount, if available.
Moreover, Mousseron Farm extends the distribution directly to its consumers. Here, consumers will be able to buy mushrooms in their preferred volume at a lower price and can assure the freshness of the product. F) Pricing Strategy
Table 14 MOUSSERON FARMProduct Costing | PARTICULARS | COST | Direct CostMushroom spawns Urea/ammonium sulphate Sugar Water Plastic packaging Total Direct Cost Indirect Cost Wood frame (applied cost: 2000/12months) Tools/implements (applied cost: 600/12months) Basin/gas tank (applied cost: 150/12months) Plastic Sheets (applied cost: 150/12months) Dry ice straws/dry banana leaves Weighing scale (applied cost: 350/12months) Labor (Plot making and planting) Harvesting/packaging Transportation Total Indirect Cost Total Production Cost Product Pricing Total Production Cost Add: 30% Mark up Total Estimated Selling Price/Kilo (Total Production Cost plus 30% mark-up divided by 50 kilograms) Market price/kilo (Ref: dti.gov.ph) | P 750.0021.0044.0023.05100.00P938.05P 166.6750.0012.5012.500.0029.17760.0095.00100.00P1,225.84P2,163.89P2,163.89649.17P2,813.06P56.26P100.00 or more |
The above mentioned Price Costing is in accordance with the sample available in the DTI official website. The mark up of 30% is also the one being used by most suppliers and other retailers for them to easily gain a return on their investments as well as for a fast inventory turnover.

G) Marketing Budget Summary
Table 15 Marketing Strategy | Factors to Consider | Budget Allocated | Discounts | The volume of the mushrooms being produced, season, and the capabilities to produce. | There will be no cost incurred in doing this strategy. However, the profit margin in this kind transaction will be lower than an ordinary transaction wherein clients are already availing discounts here. | Contract Stipulation | The volume clients are demanding, price, terms of payment, shipment of mushroom, and the like. | Legal fees, if necessary.(e.g. Consultation fee, Referral fee, Professional fee, Retainer fee, Contingency fee) | Retail Selling | Budget of the consumers and the number of the persons who are going to sell. | The proponents will incur a minimal cost in retail selling for the product packaging. | Adjustment of Contract | The climate condition, the supply of mushroom, and the contract itself. | Legal fees, if necessary.(e.g. Consultation fee, Referral fee, Professional fee, Retainer fee, Contingency fee) | Promotions | The competitors and their promotions. | The proponents will be allocating Php 5,000 for the over-all promotions. |

Chapter 3: OPERATIONS AND PRODUCTION PLAN A. Business Process MOUSSERON FARM
ORGANIZATIONAL CHART
GENERAL MANAGER

Sales and Marketing Manager
Production Manager
Finance Manager

Laborers

The organizational chart is composed of the general manager, finance manager, sales and marketing manager, and production manager and under it are the laborers. The general manager is the one responsible for the finance, sales and marketing and production team. He needs to monitor the whole organization if every team is doing its function. He is also responsible for all of the processes in producing the product from the time the organization acquires raw materials. Moreover, he needs to monitor the laborers since it is part of the process of producing the product. Finance manager is the one in-charge in monitoring all ofthe inflows and outflows of money in the organization. Also, he is responsible for reporting the financial condition of the organization to the General Manager. Sales and marketing manager is the one responsible for providing the leadership and strategic direction for marketing and sales of the product. He also needs to strategize on how to market the product and earn customers.

B. Transactional Processes

Sales and Cash Receipts
Cashier
Accountant/
Bookkeeper
Sales Order Slip
2
3
Sales Quotation
Customer
Sales Order Slip
File
Production Manager
Sales Manager

Sales and Cash Receipts
Production Manager

From the sales manager
Production Manager
Laborers
2
Sales Order Slip
Prepares the Order
Customer

Sales and Cash Receipts Financial Manager

Customer
Cashier
Accountant/
Bookkeeper
Receives the product
Cash Receipts 2
File

Purchases Production Manager

Production Manager
Accountant /
Bookkeeper
Financial Manager
Creates a list for the Materials Needed
Purchase Order Slip 2
3
Supplier
File

Purchases Financial Manager

Purchase Order Slip 2
Approval
Accountant/ Bookkeeper
Issuance of Check File
Supplier
Receives the purchased items and issued receipts
Purchase Receipt

General Manager
From Accountant/ Bookkeeper
Sales Order Slip 1
Check Voucher
Purchase 3
Order Slip
Review and verify Documents
Signs a Check
Supplier
Check

Document Package
To Accountant

C. Production Process

Table 16 PROCESS FLOW CHART | 1. Making Starter and Sub-starters | Starters were made from a fresh mushroom's stalk embedded on an agar medium. If a starter's mycelium covers the whole agar medium, these were inoculated to another agar medium to make sub-starters. | 2. Making Planting Spawns | Substrate bottles are then prepared. The sub-starters that were made will then be inoculated on the substrate bottles to make a mother culture. Mother culture will now be used to make planting spawns. Planting spawns were the actual spawns used on growing mushrooms. | 3. Mushroom Cultivation | This includes preparation of the place of cultivation as well as the materials to be used in mushroom Cultivation. It also includes tasks such as layering of bundled substrates into mushroom beds, spawning, incubation, and monitoring the temperature and moisture content on the mushroom bed. | 4. Harvest and Post-Harvest Processing | This involves tasks such as harvesting, packaging, marketing, quality control and conservation of mushroom produce.

D. Supplies and Networks
Table 17 Equipment | Specifications | Description |

| Sterilizer or Pressure Cooker (alternative for autoclave)Size: Specifications (Overall Height x Height Of Bottom Only x Inside Diameter) 12.25" x 7.75" x 12.63"Color: stainlessPrice: Php12000.00 | Used to sterilize substrate bottles. About 30 bottles to 160 bottles capacity. (Manufacturer: Mr. William Cabanlig, Mapandan, Pangasinan | | Incubation area or Laminar Flow CabinetSize: 8.5" X 11"Color: brown and transparent –the glassPrice: Php300.00 | With heap filter 1cuft. Used in making starter and substarters. (Optional: a close environment would do.) |

Equipment or Infrastructure | Specifications | Description |

| Empty bottlesSize: 375mlColor: transparentPrice:Php 1.00 eachSupplier: junkshops | Used as substrate containers | | Mixing areaSize: 2m x 1mColor: grayPrice: Php500.00 | Area where the tobacco midribs and rice straws will be mixed. | Materials | Specifications | Description | | Weighing ScalePrice:Php 1500.00 | Is a measuring instrument for determining the weight or mass of an object | | Spawn bag with filter patch Size: 21 x 8.25 x 4.75 inchesColor: transparentPrice: Php 30.00, 50 sheets | |
An autoclavable, patented spawn incubation bag with micro porous filter patch that allows gas exchange but precludes the passage of contaminants. |

Material | Specifications | Description | Fresh quality potatoes | Color: brown (outside) yellow(inside)size: 200 gm (1⁄5 kg)price:Php 10.00, ¼ kilo | The edible tuber of a cultivated plant solanum, tubersum of the nightshade family | Dextrose powder | Color: whitesize: 20 gmprice:Php 80.00 | Another name for glucose, a simple sugar that plays an important role in cellular energy production. Dextrose powder is actually the primary source of energy for most living organism | Materials | Specifications | Description | Agar bar | Color: transparentsize: 20 gm price:Php 25.00 | A gelatinous material derived from certain marine algae. It is used as a base for bacterial culture media and as a stabilizer | Distilled water | Color: transparentsize: 1Lprice:Php 20.00 | Distilled water is any water that has been purified using distillation | Material | Specifications | Description | Cooking casserole | Color: silversize: 18cmprice:Php 300.00 | Used in mixing the potato(1 cen cubes), agar bar, dextrose powder, and distilled water for making PDA (potato dextrose agar) | Chopping board | Color: Brownsize: 12x10x1Shape: Anyprice:Php. 50.00 | Wooden or plastic chopping board used in chopping materials needed | Material | Specifications | Description | Inoculation needle | Color: silversize: 5mmprice: Php 155.00 | Has a metal handle with nichrome wire loop to transfer bacteria from a culture to a petri dish. Allow the loop it cool before inserting in the bacteria being transfer | Sawdust | Color: brownsize: 1 sackprice:Php 150.00 per sack | Substrate is extremely important, because well be colonizing in seal, filter patch bag often result in bacteria or mold contamination | Material | Specifications | Description | Empty bottles(whiskey bottles) | Color: transparentsize: 500mlprice:Php 1.00 each | Used as a container of PDA (potato dextrose agar) | | | |

Table 18 UTILITIES NEEDED | Electricity | Water | Gas | Telephone |

Table 19 DESCRIPTION | Price | Spawn Production House (Spawn bagging area, Incubation and inoculation room and storage rooms) | Php 200,000.00 | Autoclave (Pressure Steam Sterilizers) | 12,000.00 | Laboratory Equipment (Laminar Flow Cabinet, Alcohol Lamps, Needles, Weighing Scale, other Spawn Production Supplies) | 8,000.00 | Watering equipment (Water Drums, Water Tanks, Sprinklers, Water hose) | 7,000.00 | Kitchen Utensils (stove, casserole, dipper, basins, knife, chopping board, funnel, etc.) | 5,000.00 | Initial Operating Expenses Raw Materials (Tobacco Midribs, Sawdust, dried banana bundles) Supplies (alcohol,bottles, 7x14” pp bag, plastic sheets, LPG, etc) Wages & Salary for laborers Transportation expenses | 35,000.005,000.0014,000.004,000.00 | Total Initial Investment Requirements | 300,000.00 |