This School Based Assessment was made to fulfill Samantha's Entrepreneurship Course for the Caribbean Advanced Proficiency Examination. Please do not plagiarize this document in any way. This is solely for the purpose of helping others to improve their grades as a Caribbean student.

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IN PARTIAL FULFILMENT OF
THE CARIBBEAN ADVANCED
PROFIENCY EXAMINATION
SCHOOL BASED ASSESSMENT
FOR ENTREPRENEURSHIP
The inside view of Torie’s Pastry
SamanthaA. Walters
School:BelmontAcademy
Candidate #:
Centre #:
Territory:Jamaica
Teacher:Ms. James-Dove
Year: 2015- 2016

2. 1
Table of Contents
Background
Aims and Objectives
Data Collection
Review of Industry
Presentation of Interview Report
Impact on Self
Presentation on Impact on Self
Conclusion
Bibliography
Appendices

3. 1
Background
Torie’s Pastry, a sole trader business, established in 2012 in Darliston, Westmoreland. It is
owned and operated by Torie James. The idea to launch a catering business came after the
entrepreneur catered for an event which she served a variety of his uniquely crafted
pastries. The responses were overwhelming. Many suggestions and encouragements at
other small events steered the inauguration of Torie’s Pastry.
The demand for the services of Torie’s Pastry increased and after careful market research,
a second branch was opened at Beckford Street, Hendon Mall in Savanna-La-Mar on July
14, 2013. This branch employed ten persons who play an integral role in the day-to-day
operation of the pastry. A variety of dessert and finger food items can be purchased such
as: ice cream, pizza, cakes and sandwiches. Torie’s Pastry opening hours are: Mondays to
Thursdays at 9am to 8pm, Saturdays 6pm to 10pm and on Sundays 12pm to 10pm. In the
business’s fourth year it continues to develop and always strive to maintain its slogan,
“Bringing smiles to those special moments”.

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Aims and Objectives
Aims
 Appropriately and adequately discover problems encountered by the entrepreneur by the
means of doing a thorough investigation of the business by observation.
 Capturing the innovation and mindset of the entrepreneur related to the business’s
proceedings for future advancements.
 Process data collected to gain knowledgeable and meaningful information towards the
completion of this project.
Objectives
 Increase insight and improve analytic and problem-solving skills.
 Gaining knowledge about the day-to-day operations of a business for future use in a
career.
 Satisfy the criteria for the CAPE Entrepreneurship SBA.

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Data Collection
A mixture of quantitative and qualitative approach was used for data collection through
the duration of this research. Interview and observation were among the instruments used
to collate appropriate and sufficient data for the successful completion of this research.
An Interview is the widely used for face-to-face interaction between interviewee and
interviewer. They were scheduled at times of convenient to the respondents in which a
range of questions was asked orally. The researcher used interview due to its in-depth
analysis from which detailed facts can be collected and if handled carefully it can
produce accurate information. Using an interview proved to be inexpensive in
comparison to other instruments. It was however discovered that the disadvantage
experienced with the use of this instrument was, it's time constraint to be finished and if
the interview is not handled professionally and honestly, it can be a source of bias,
restricting or deceiving the flow of communication.
An observation is an activity of paying close attention to someone or something in order
to get information. It was also another key instrument used in the consummation of this
research. The behaviour of employees during daily operation of the pastry was observed.
Information gathered using this tool was recorded using field notes. It creates a good
explanation for meaning and contexts, by using modern technology it can also be made
continuous and also for a longer duration of time. However, it was viewed as too
subjective and problems of the past could not be studied.

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Review ofIndustry
The OxfordEnglish Dictionary defines foodas any substance that an animal or plant
can take into its body to help it to grow and be healthy. Denton (2013)statesthat
"Nutrients are the nourishing substances infood that are essential for the growth,
development and maintenance of body functions. Essential meaningthat if a nutrient
is not present, aspects of functionand therefore human healthdecline. When nutrient
intake does not regularlymeet the nutrient needs dictatedby the cell activity, the
metabolic processes slowdown or even stop."
According to the Collins Dictionary, a foodindustryis an industrythat surrounds the
productionof food. It is also a business that is concernedwith the processing,
preparing, preserving, distributing, and serving of food and beverages. All the
functions inthe foodindustryadd up to the assurance of quality which is diversely
technological. Personnel continuallymonitors incomingand finished products to
ensure compliance with compositional standards and government regulations. A
manager can halt production, refuse acceptance of rawmaterial, or stopthe shipment
if specifications for aproduct does not go through the correct processes.
Torie’s Pastry is a part of the foodindustryspecifically foodprocessing. Food
processing entails aseries of methods done, changing raw materials to products that
have longer shelf life. Accordingto a report by the Jamaica Exporters’Association

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Export Centre and Business InformationPoint, processed foods accountedfor about
18 percent of the value of exports in2007. An increase of over 2 percent inexport
earnings from manufacturedfoods in2006 also represents aslight decline inexport
value of processedfoods comparedwithperformance between2005 and2006.
According to (Planning Institute of Jamaica, 2014) foodprocessinglargelyreflected
growth (up 1.5%) during October to September. (Walters-Gregory, 2012) reports that
“the Jamaican Standard for the Productionof ProcessedFoods - utilisingthe Hazard
Analysis Critical Control Points (HACCP) Principles - will assist all foodhandlers
with the various aspects of producingfooditems inaccordance with international
standards. This includes foodmanufacturers as well as restaurants”.This enhanced
the productionand distributionof foodina safe and highly professional manner to the
consumers.
Due to recent trends of high and volatile commodityprices competitors have been
steadilybecominga problem to the business. Ensuring competitionat different stages
of the supply chain is to increasinglevels of concentration, mergers andacquisitions,
with large multi-product retailers having a dominant role. The major competitors that
Torie’s Pastryhave are the upscale restaurants in the small vicinity of Savanna-La-
Mar and other residingbakeries and pastry shops. Torie’s Pastryhas come up with
advertising strategies to gaincustomer orders bycreatinga social mediapage so

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consumers see their services provided. They can also ask about pricingand even get
to generate their own birthday cakes and other pastries ordered.
McLaughlin (2014) states that our bodies and brains rely on calories and glucose for
energy. This is one reason that dieting increases your risk for lethargy, foggy thinking,
food cravings and binge eating, according to the National Eating Disorders Association.
Eating a carbohydrate-rich dessert can help reduce the feelings of physical deprivation
after skipping or going too long between meals and maintains blood sugar control. The
pastries at the shop do that to the body.

9. 1
Presentation of Interview Report
Torie’s Pastry was founded in 2012 in Darliston, Westmoreland. Her business was not
inherited it was her own innovation, creation and self-motivation that led to the
development of the company. Torie James did not choose this type of venture on her
own, it was a matter of the venture choosing her. After a year in operation another branch
was opened in Savanna-La-Mar in the same parish of Westmoreland.
Her interest in baking and pastries lead her to cater for a party where great reviews were
given and even a suggestion of making her own pastry shop. She did not attend an
institution to learn the skills of baking but on her own experiences she learnt the skills of
a baker. She however, attended University and engaged in business studies not of
entrepreneurial concepts.
Her employees do not aid in the decision-making process but are welcomed to make
suggestions to new products and services that are wanted by customers. The raw material
used are sometimes sourced locally but the bulk of raw materials used are internationally
sourced. Record management does play an important role in the company because it
keeps track of their daily operations such as; receipts to customers, external invoices and
payroll slips etc.
Marketing strategies used by Torie’s Pastry are issuing of flyers at regular intervals
(almost every two weeks) and the use of social media to gain the attention of prospective

10. 1
customers. Difficulties with dishonest employees and finding skilled workers are a few
challenges faced by the entrepreneur. Theses challenging are as a result of poor planning.
Torie’s Pastry’s strategic location is an advantage to its’ consumers, as persons can easily
stop to get a quick snack while going about their daily schedule, be it going to their job or
running errands.
Torie classifies her business as not yet successful because there are still some areas
where improvement is needed, before it can function to its full potential. In the next ten
years Torie James visualizes the company expanding to other areas of the Westmoreland
and in extension the other parishes.

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Impact onSelf
Making a venture takes a lot of determination, risk taking and self-motivation. This
inspires the researcher as it has brought to the realization that it’s not about “being born
to do a certain job”. When entering into a venture, one can end up doing something
totally different from what he or she studied. Also, another important factor when starting
a business is ensuring that there is adequate capital, a solid business plan, commitment
and determination to the aims set out. Being knowledgeable of the competition with
which the company will thrive amongst and adapting to market change are also key
factors that contribute to the successful operation of the business.
Inspiration also is given to see that venture creation does not have to with having the
highest education but if one has the requisite skill set the work is a little less
pressganging. The researcher has also learnt that poor planning and inadequate record
keeping are some of the factors that contribute to many downfalls for businesses and in
extent many closures.
Personally, the researcher would never want to become an entrepreneur because it is too
time-consuming and expensive to start. She loves her late morning dreams and not having
to wake up and start the day early. From the experience of interviewing the entrepreneur
and researching and writing the interview report she has learnt that entrepreneurship is a
very hectic it takes only one true confident survivor to make it, “finding a diamond in the
rough”.

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Conclusion
Of appropriately and adequately discover problems encountered by the entrepreneur by
the means of doing a thorough investigation of the business by observation. It can
therefore be concluded that the entrepreneur that was interviewed (Torie James) face
challenges regarding the dishonesty of her employees and finding skilled workers to
employ in the establishment.
Innovation is the ability to spot opportunities and to innovate. It requires knowledge,
creativity and curiosity of minds that can grasp its complexity and the ability to ensure it
is preserved. Capturing the innovation and mindset of the entrepreneur related to the
business’s proceedings for future advancements was not easy. The innovation and
mindset of the entrepreneur pertaining to the business proceedings are that Torie’s Pastry
creates and issue flyers at regular intervals and the use of social media to gain the
attention of prospective customers.

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Bibliography
Denton,C.(2013, July3). How DoesFood ImpactHealth? RetrievedfromTakingCharge of yourHealth
and Well-Being:http://www.takingcharge.csh.umn.edu/explore-healing-practices/food-
medicine/how-does-food-impact-health
(2009). Processed Foods. JamaicaExporters'AssociationExportCentre andBusinessInformationPoint.
Review of EconomicPerformanceOctober-December2014. (2014, February24). Retrievedfrom
http://pioj.gov.jm/Portals/0/Economic_Sector/Press%20Conference%20v19n3%20website%20
Oct-Dec2014.pdf
Tiwari,R.(2012, May 15). Food Processing Industry.RetrievedfromSlideshare:
http://www.slideshare.net/Haddies/food-processing-industry
Walters-Gregory,S.(2012, October5). New Food Standard ForJamaica.RetrievedfromThe Gleaner
Jamaica:http://jamaica-gleaner.com/gleaner/20121005/lead/lead5.html

14. 1
Appendices
Interview Schedule
NAME OF COMPANY:
________________________________________________________________________
DATE OF INTERVEIW:
________________________________________________________________________
NAME OF ENTERPRENEUR:
________________________________________________________________________
DATE OF ESTABLISHMENT:
________________________________________________________________________
1. Why did you choose this type of business venture?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
2. Did you attend an institution to learn how to create your business?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
3. Is your business family inherited?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
4. Did you learn from other people’s successes or are you mainly self-motivated?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
5. Is your company a partnership?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
6. Do your employees aid in decision making process?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
7. Do you buy Jamaican products or international products?

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________________________________________________________________________
8. Does record management play a key part in your business?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
9. What are the different types of marketing strategies you use to grasp consumers interests?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
10. Was your business plan effective after the first two years of establishment?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
11. Were there any major difficulties that affected your business?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
12. Were there any difficulties caused by poor planning?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
13. Is the location of your business an advantage to the consuming public?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
14. Would you classify your business successful now after your previous years of the
business?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
15. Where do you see your company in the next 10 years from now?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________