Introduction Brand Summary Mission Vision Core Values Client Summary Client Profile Target Audience Market Validation Competitive Analysis Business Goals Short-Term Goals Long-Term Goals Products and Services Pricing Strategy Marketing Plan Channels Promotions BrandingTable of Contents
Workflows and Processes Concept Development Story and Art Production Paper Engineering and Pop-up Design Production Quality Control Packaging and Distribution Marketing and Promotion Sales and Customer Feedback Maintenance and Continuous Improvement
Brand SummaryMission Marahuyo aims to captivate readers with the wonders of Filipino mythology through vibrant illustrations and interactive audiences, with our sensory experiences offering an alternative to digital screens. Our books are designed to educate, inspire, and preserve Filipino cultural heritage, while providing a captivating, screen- free reading experience for children. Vision To become the Filipino brand that reawakens love for local stories and traditions through interactive, artfully crafted books. Inspiring future generations to take pride in their culture and imagination.
Core Values Cultural Enchantment - Honoring and celebrating Filipino folklore through creative work. Craftsmanship - Valuing the art of handmade creative design. Cultural Connection - Building connections between readers and Filipino heritage. Quality - Ensuring each book is visually consistent and creative.
Client SummaryClient ProfileInterest for Filipino mythology and culture falls short in modern society, especially in children who are more into more interactive experiences. Digital or tactile entertainment. What Marahuyo aims to achieve is to rekindle a love, to spark wonder and fascination, for Filipino legend, amongst the youth. Our name is our core philosophy, to enchant children once more through interactive pop-ups books. Marahuyo’s projects are ornately crafted pop-up books that bring life to Philippine myths and legends with vibrant art and paper craftsmanship. Each book is designed not only to entertain but also to educate, promoting cultural appreciation and reducing children’s dependence on screens. Marahuyo will offer art, education, and heritage. To invite our audience, the Filipino youth, to feel and interact with stories that will shape their imaginations without the need to be saturated by digital overstimulation.
Target AudienceAge 5 - up - Our books are designed to educate and entertain kids about Filipino culture and mythology, making reading fun, magical, and immersive. With vibrant illustrations and interactive elements, we aim to spark curiosity, reduce screen time, and foster a connection to Filipino identity.Filipino Educators and Parents - Our books also appeal to those looking to integrate Filipino cultural education in classrooms and homes, promoting literacy and reducing screen time. They serve as tools for storytelling, discussion, and creative exploration, blending traditional narratives with modern design.
Market ValidationMarahuyo aims to help children learn Philippine mythology through traditional methods rather than through digital space. Our pop-up book teaches, engages and entertains children, helping them decrease their screen time.Though the love for traditional books are overshadowed by the digital media, we aim to rekindle the interest of both children and parents in traditional books to not only help their children decrease their screen time but also help parents interact and engage with their children once more through reading them our pop up books.Through research, we found that pop up books are being sold in facebook marketplace as well, ranging from 250 to 3,500 php. Most of the pop up books are bought by parents and are tagged as Children’s book. There are also pop up books being sold in online store apps such as Shopee and Lazada that are being sold to at least 500 to 700 customers a month.
We used an online survey to ask parents about their opinion about our product. We gathered 55 respondents in only a week. Survey shows that 75% prefers traditional printed books over Digital e-books and 95% believes pop-up interactive books are a good alternative to Digital e-books for teaching children. 95% also believes that children will find pop up books more engaging to learn Filipino culture and values. These results show that our target audience are interested in our products and believes in it’s success.
Competitiv It is a collection that presents familiar Filipino myths and folk tales, designed with colorful visual illustrations that appeal to children. Its strengths lie in its pictorial storytelling, as well as presenting Filipino mythology in bilingual form making it globally accessible, and its page count and format also makes it easy for children to comprehend. Its weakness is that it is a traditional illustrated book, which is what Marahuyo aims to offer. It is also limited in its depth, being aimed to be simple and understandable for children, while Marahuyo is designed to not only encourage literacy but also to give an immersive and culturally rich experience to readers. This is an indirect competitor, sharing the same educational and cultural goals as Marahuyo but targeting a more traditional reading experience rather than an interactive one. Filipino Children’s Favorite Stories by Liana Romulo
ve Analysis This is part of the series Seek and Find reference books, and presents 10 myths from the islands of the Philippines. Its strength lies in presenting select myths from all major island groups, presenting them into a colorful manner, and caters to cultural and geographic diversity. It's also made to be visually appealing and attractive to children. The book also includes free online study guides and activities for parents and educators to use. Its weakness is that it remains static illustrations. Their volume in presenting myths is also relatively short. Its age range is also broad, with the books size and format being large, suited more for older children than younger ones who benefit from simpler formats. The Myths and Legends of the Philippines
Busines Short-Term Marahuyo aims to establish its presence in the market by launching its first handcrafted pop-up book and building brand awareness through social media and local partnerships. The team seeks collaborations with schools and bookstores, plans to run promotional campaigns on Facebook and Instagram, and will host storytelling events to showcase the brand's educational and cultural value. Within the first year, Marahuyo also aims to break even on production costs and gather customer feedback to refine its products and marketing strategies.
s Goals Long-Term Marahuyo envisions expanding its reach nationwide through retail chains and online platforms in the long term. The brand plans to continuously develop new pop-up book series that showcase diverse Filipino myths and legends. To promote literacy and cultural appreciation, Marahuyo intends to partner with cultural institutions and schools. Additionally, the company aims to establish a more efficient production system and nurture a loyal community of readers. Ultimately, Marahuyo aspires to become the leading Filipino pop-up book brand known for preserving heritage and inspiring imagination through interactive storytelling.
Product
KAN-LAON Time God
Costing & Material (1 Book) Book Cover Velum Sheets (10 pcs) Sintra Board (1 pc - half) Specialty Paper (10 pcs) ₱56 ₱150 ₱30 ₱140 ₱52 A The total production cost for one handmade Marahuyo pop-up book amounts to ₱171.30. This cost includes several materials essential to the crafting process. The book cover, priced at ₱5.60 per piece, forms the foundation of each book. The cold laminating paper holo dot, used for decorative layering, costs ₱7.50 each, with five pieces utilized per unit, totaling ₱37.50. For the interactive elements, velum sheets priced at ₱3.00 each are used nine times, amounting to ₱27.00. The Sintra board, serving as structural reinforcement, costs ₱70.00 for a half sheet per unit. Finally, specialty paper, at ₱5.20 each and used six times, adds ₱31.20 to the overall cost. Combined, these materials result in a total unit cost of ₱171.30 Total Cost Cold Laminating Paper Holo Dot ₱5.60 ₱37.5 ₱27.00 ₱70.00 ₱31.20 Unit Price Quantity Used 1 5 9 1/2 6
Pricing Total Cost Per Unit Profit Per Unit Profit Margin (%) ₱171.30 ₱250 ₱78.70 Selling Price Per Unit ₱1,713.00 ₱2,500.00 ₱787.00 31.48 1 5 9 Each book is sold at ₱250.00, generating a ₱78.70 profit per unit. For every batch of ten books, the total production cost reaches ₱1,713.00, while the total selling price amounts to ₱2,500.00, resulting in an overall profit of ₱787.00. This reflects a profit margin of approximately 31.5%, indicating a healthy return on investment for handcrafted and culturally themed creative products. The pricing strategy ensures that Marahuyo maintains product quality while achieving sustainable profitability for continued operations and future production.
Marketing PlanChannelsOnline Platforms - Shopee, Lazada, Official website. Retail Distribution - National Bookstore, Fully Booked, etc. Direct Partnerships - Cultural institutions or schools. Social Media Platforms - Facebook, Instagram, and TikTok.
PromotionsSales Promotions - Seasonal promos during Buwan ng Wika or National Reading Month. Public Relations - Setting up booths or storytelling corners at book fairs and schools. Content Marketing - Posting educational folklore trivia or character spotlights. Partner Collaborations - Work with cultural institutions or schools for literacy and folklore. Social Media Campaigns - Run creative storytelling posts and short videos on Facebook, Instagram, and TikTok.BrandingTagline - “Sa bawat pahina, dadalhin ka sa mundo ng hiwaga.” Tone of Voice - Playful, friendly, and casual. Brand Promise - To enchant and educate readers through handcrafted storytelling rooted in Filipino culture. Visual Identity Color Palette - Purple, Teal, and Gold Typography - Fey, Centaur, and Glacial Indifference Imagery - Iconography and/or Photography (hand-drawn stylized Filipino mythological creatures and textured illustrations) Brand Personality - Playful and friendly
Workflow &The process begins with the development of the story concept. The creative team brainstorms ideas inspired by Filipino myths, legends, and folklore. Research is conducted to ensure cultural authenticity and respectful representation of traditional stories. Story outlines and character sketches are then produced to establish the narrative direction of the book. Responsible Team: Founder, Creative Director, Writers, and Cultural Consultants. 1. Concept DevelopmentAfter finalizing the concept, the story script and artwork are developed. Illustrations are created using software such as Procreate, ibis Paint X, and Adobe Illustrator. The creative team ensures that the art style reflects the playful, magical, and educational tone of the brand. All story elements and visuals are reviewed to maintain coherence and quality. Responsible Team: Creative Director, Illustrators, and Editors. 2. Story and Art ProductionThe next stage focuses on transforming the 2D illustrations into interactive 3D pop-up designs. The creative and production teams experiment with various paper materials such as vellum board, origami paper, and chipboard. Pop-up mechanisms are carefully designed, prototyped, and tested to ensure functionality and durability. Tools and Equipment: Silhouette Cameo 5, XP-Pen Artist-12 Pro Tablet, cutting tools, glue, and binding materials. Responsible Team: Creative Team and Product Designers. 3. Paper Engineering and Pop-up Design
Once the designs and prototypes are approved, the full production begins. Printed artworks are produced using the Brother DCP-T730DW printer. Each page is hand-cut, assembled, and glued with precision. The books are then bound and inspected before packaging. This stage requires craftsmanship and attention to detail to achieve a high-quality handmade product. Responsible Team: Creative and Production Team.Every completed book undergoes a strict quality inspection. The team checks for printing accuracy, proper alignment of pages, smooth functionality of pop-up elements, and overall visual appeal. Only products that meet Marahuyo’s standards for craftsmanship and creativity proceed to packaging and distribution. Responsible Team: Creative Director and Quality Assurance Team.Approved products are carefully packaged using protective wrapping and branded materials. Finished books are distributed to partnered bookstores and educational institutions. Deliveries and shipments are handled from Marahuyo Studios in Angono, Rizal. Distribution Channels: Local bookstores, direct online sales, and educational partnerships.6. Packaging and Distribution & Processes 4. Production 5. Quality Control
Sales occur through both online and physical platforms. The team monitors customer satisfaction, responds to inquiries, and collects feedback from parents, teachers, and young readers. This feedback serves as a guide for improving future products and enhancing the reading experience. Responsible Team: Marketing and Customer Relations Team.Marketing efforts focus on promoting Marahuyo through social media and partnerships. Campaigns are launched via Facebook and Instagram ads, featuring engaging visuals, storytelling content, and behind-the-scenes posts. The team also participates in book fairs, school events, and cultural exhibits to increase brand awareness. Collaborations with educators and storytellers further promote the books’ educational value. Responsible Team: Social Media Manager, Marketing and Finance Managers.7. Marketing and Promotion 8. Sales and Customer Feedback Workflow &
To ensure ongoing efficiency, Marahuyo maintains its creative software and digital tools such as Adobe Creative Cloud, Microsoft 365, and Google Drive Storage. Regular evaluations of production methods, materials, and market response are conducted. The business continues to innovate by developing new pop-up books inspired by other Filipino legends and stories, strengthening its cultural and educational mission. Responsible Team: Management and Creative Team9. Maintenance and Continuous Improvement & Processes