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Contents
1. Executive summary ......................................................................................................................... 3
1.1 Introduction ................................................................................................................................... 3
1.2 Problem statement ......................................................................................................................... 3
1.3 Why Ana healthy Food delivery Unique? ..................................................................................... 4
1.4 Value to the customer ................................................................................................................... 4
1.5 Target market ................................................................................................................................ 5
1.6 Management Team and expertise ................................................................................................. 5
1.7 Financing requirement .................................................................................................................. 6
1.8 Potential return on investment ...................................................................................................... 6
2. COMPANY DESCRIPTION .............................................................................................................. 7
2.1 Company Background .................................................................................................................. 7
2.2 Vision ............................................................................................................................................ 7
2.3 Mission .......................................................................................................................................... 7
2.4 Values ........................................................................................................................................... 8
2.5 Business Objectives ...................................................................................................................... 8
2.6 Services Offered ............................................................................................................................ 8
2.7 Market Needs ................................................................................................................................ 8
3.0 Industry Analysis .............................................................................................................................. 9
3.1 feasibility analysis ......................................................................................................................... 9
3.1.1 Target Market Feasibility ....................................................................................................... 9
3.1.2 Financial Feasibility ............................................................................................................. 10


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3.2 SWOT Analysis .......................................................................................................................... 11
3.2.1 Strengths ........................................................................................................................... 11
3.2.2 Weakness ...................................................................................................................... 11
3.2.3 Opportunities ................................................................................................................. 12
3.2.4 Threats ........................................................................................................................... 12
4.0 MARKETING PLAN ..................................................................................................................... 13
4.1 Marketing Overview ................................................................................................................... 13
4.1.1 Sales Projection .................................................................................................................... 13
4.1.2 Assumptions ......................................................................................................................... 13
4.2 Marketing Program ..................................................................................................................... 14
4.2.1 Quality and price differentiation: ......................................................................................... 14
4.2.2 Advertising planning: ........................................................................................................... 14
4.2.3 Package design and development: ....................................................................................... 14
4.3 Promotions .................................................................................................................................. 14
5.0 MANAGEMENT TEAM AND COMPANY STRUCTURE ......................................................... 15
5.1 Company Structure ..................................................................................................................... 15
5.2 Management Team ...................................................................................................................... 16
5.3 Human Resource Plan ................................................................................................................. 18
6.0 Operational Plan .............................................................................................................................. 19
6.1 Business Operation ..................................................................................................................... 19
7.0 Sale Projection ................................................................................................................................ 20
Appendices ............................................................................................................................................ 25



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Executive summary
The following sections provide an introduction of the executive summary followed by
a brief overview of the problem statement, uniqueness, team management and expertise,
values to the customers, target market, financing requirements and potential return on
investment.
1.1 Introduction
Base on the statistic in 2013, from the report from the National Health and Morbidity
Surveys, Liow said 15.1% of Malaysians aged 18 and above were suffering from obesity as
of 2011.It was also reported that over 2.6 million adults were obese while over 477,000
children below the age of 18 years were overweight in Malaysia
1
. Therefore, from this
observation it indicates the need to promote and open up more healthy food restaurant in
order to help nation have healthy life style.
1.2 Problem statement
The diverse culture and the food in Malaysia are the two main factors that set the
country apart from the rest, the recent observation show that obesity are the issue here.
Lifestyle choice, genetic predisposition, learns behavior and lack of health awareness are
known as contributors to the growing rate of obesity in Malaysia. To overcome this problem
there is a need to guide people how to eat proper food with the proper time. Unfortunately,
there are no free courts that provide the guide how to eat proper food neither the restaurant
that give a serious guide to the customers.


1
http://www.thestar.com.my/News/Nation/2013/01/18/Malaysia-is-now-the-fattest-country-in-SE-Asia-says-
Liow/


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1.3 Why Ana healthy Food delivery Unique?
Basically, our product is all about healthy food and health life style of taking healthy
food for daily life. We provide with home cook from fresh and organic ingredients, our
product base on quality with reasonable price. As well as we have various types of food from
different countries with tasty and environmental friendly package, and the most important
thing is Halal food. Furthermore, we also provide catering for special event. Besides, we
provide advice for customers who need advice on taking healthy food and healthy life style
which is go together according to their working life style to prevent people go for dangerous
diet.
1.4 Value to the customer
Refer to the report Obesity is a big problem now in Malaysia, Malaysian Society for
the Study of Obesity president Prof Dr Mohd Ismail Noor said the situation had become
more urgent because there were more overweight children now Malaysia is ranked sixth in
the Asia-Pacific region for obesity and tops the list in South-East Asia for both obesity and
diabetes. Deputy Health Minister Datuk Seri Dr Hilmi Yahaya recently said that there were
about three million obese Malaysians and the number was increasing while there were about
five million individuals who suffer from varying degrees of diabetes
2
. From this what our
company will be provide it will help to solve this problem a lot, by taking healthy food and
healthy life style it will reduce the number of obesity as well as others decease. While people
start taking care of their health by concerning about the food before taking it, and the thing
that they need to concern is what type of food that they are taking, and this is one of the
service that we will provide to our customers who need our advice. Therefore, from this

2
http://www.thestar.com.my/News/Nation/2013/11/17/Obesity-a-big-problem-now-About-three-million-
Malaysians-are-obese-says-deputy-minister.aspx/


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problem solving we can say that taking healthy food will bring back longer and healthier life
to our nation.
1.5 Target market
Our product is very general which is mean for everyone who need our help, thus,
Everybody from kid until baby-boomer, since our price is affordable price income rang is
RM 2,000 and above for household because they have to pay monthly. For students they can
pay daily base on their order within the time that we open for order (play on spot). This
group are our target market.
Overall the population in Gombak are around 682,226 people; therefore we will target
only 0.1% of them which is approximately to 682 people per day.
1.6 Management Team and expertise
The strong management team consist of four top undergraduate students; Anis Baka,
Noor A.Q Ali, Anita Phaxaychalean and Nur fathiah Muhammad Salleh. With leadership
qualities, professional attitudes and strong work ethics with full responsibility of complete the
job as well as team work with differ kind of skills and abilities that they can combine and
bring value to the company. In terms of working experience in this field, Noor A.Q Ali has
experience worked as assistant manager in one restaurant; Anis Baka used help society out on
selling food on Convest event so she has good relationship with suppliers and she know
where to find the best quality of raw material; Anita Phaxaychaleuan had experience on
administrative worked on financial analysis and Nur fathiah had experience on the field of
Nutrition as assistant advisor. To support the management team hire consultant as mentor
who has experiences on this filed to give advice on operating business until the business
become stay able.


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1.7 Financing requirement
When it come to the cost estimation is better to forecast more than our actual estimate.
Therefore, our estimation cost will be RM 906,000for start up business for buy new
equipments, rending venue, create website and hire chiefs.
1.8 Potential return on investment
The expect on return in investment is very high, through our observation most of
Malaysian tend to eat outside food rather than cook it themselves because they dont have
time or some of them already tired from work and also there is a need for healthy food to
serve to them. From this opportunity we will bring the convenient to the customers, they just
sit at home and wait for the food to be served. Therefore, the expected on meeting breakeven
point is within 3 months and for the next quarter expect return would be around RM 114,658
and increase gradually for the next quarter.
Return on Investment
Initial Capital RM 906,000
Breakeven point in 3 months RM 114,658 (7,644 unit)
Net profit in year 2 expected sale increase
by 20%
RM 977,092
ROI % 86%
Table1 1: Return on investment






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2. COMPANY DESCRIPTION
2.1 Company Background
Nowadays, people consume fast food instead of healthy food; it caused people to be
obesity in both adult and kids. ANA Healthy Food delivery aims to make people have the
healthiest life style, to reduce obesity by consume Healthy food. The chairman of this
company is Dr. Zulkarnain Kedah, he has put his effort to advice the management team such
as CEO (Chief Executive Officer). The nature of this business is to provide food and services
to the customers with good quality of raw material with reasonable price. The Menu offer
Healthy, simple, fresh, delicious and easy to prepare.
Hence, the company will establish to offer Varies healthy life style in terms of taking
the right food while the customer can enjoy the taste of the food.
2.2 Vision
To be leading in competitive, healthy food, nutrition and wellness of company
delivery to improve companys value.
2.3 Mission
To provide best tasting, most nutritious choice in the wide range of food.
To achieve the customers satisfaction and loyalty.
To acknowledge healthy food to the nation.
To educate the public on health food and healthy life style.
To provide health advice and promoting healthy eating.




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2.4 Values
We express compromising integrity and ethic.
We add innovation to drive mission critical solution
We balance environmental friendly, social responsibility and profitable growth.
We uphold our reputation for fresh raw material, best quality of ingredient, organic.
2.5 Business Objectives
To achieve 150,000 sales within one quarter
To add more branches around Malaysia in the next 5 years.
To create various dishes for customers choices.
2.6 Services Offered
ANA Healthy food provides healthy, there are plenty of dishes for customers to
chose. Currently, our target location is in Gombak the delivery is starting from 6.30am until
2pm only 2 round a day. Provides only breakfast and lunch and the customer have to order
before. For the first round the customer can order open from 7pm-11.20am, for the second
round order open from 10am -12pm.
We provide consultation who are on diet that want to enjoy the food, we will suggest
what type of food that should eat, how and when to eat the food, this will be consult by expert
consultant.
2.7 Market Needs
The issue of obesity and health problem keep on increasing, since health is the most
important thing for human, thus now people start to concern about their health and the
number of the of healthy eating become increasingly important in food market. The public
media interest continuing in the topic full by research finding and government initiative, it


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can be benefit by specific product including organic, vegetarian, low-fat and low sugar food.
There for the healthy food becomes the need of the market.
3.0 Industry Analysis
3.1 feasibility analysis
3.1.1 Target Market Feasibility
Criteria Low Potential Moderate potential High potential
Identification of
target market
identified
Services awareness high
Growth the potential
of target market
high
Table2: Target market feasibility
As the table shows the criteria use to analyze the target market feasibility are the
Identification of target market, and Growth the potential of target market. The first criteria is identify
by ANA healthy food because as mention earlier eating healthy become the centre of public
and media as well as researcher finding and government initiative. For the service awareness,
base on our observation the customer need more advise or guide to take food especially for
the one that overweight and underweight so the company will become the potential company
in business, so we have the benefit of the first mover for the service of nutrition in the
restaurant, furthermore this awareness base on the past researches. The third criteria is the
growth of potential target market because we start form the small city in Selangor which is
Gombak as potential target market, then we will expand our branches to the nearby city or to
the bigger city.


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3.1.2 Financial Feasibility
Criteria Low potential Moderate potential High potential
Initial investment Moderate
Financial
performance of
indirect competitor
High
Table3: Financial Feasibility
The character uses to access Financial Feasibility are initial investment and Financial
performance of indirect competitor
Initial investment are moderate because the business is start up company we start
business from small but somehow need new fixed assets to start the business, therefore we
RM 250,000 include the cost of vehicles, utility, rental payment, equipments and salary and
other expenses.
For the financial performance in direct competitor we assume its high because we
dont have direct competitor yet in Gombak area, but we do have indirect competitors such as
fast food like KFC, McDonald and Pizza, thus our competitor is quite high.






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3.2 SWOT Analysis
3.2.1 Strengths
First introducing in Gombak area
Gombak is close to Kuala Lumpur, which is a centre of market and the future
potential market. It is easy to introduce to people who need in healthy food, we also provide
consultation to people who want to diet in proper way and avoid to diet in dangerous way.
High quality of foods and services
Our restaurant provides the high quality of food, the raw material are organic, fresh,
and various type of food from different countries. The food is fresh because we cook
according from customer pre-order. In addition for services, we deliver the hot food on hand
to the customer which is delivered at the certain time in every day.
Nutritional value
We provide consultant form expert nutritionist for the customer who needs advice on
taking food. Our food is not only the variety of the menu but also the nutritional value of the
food. The foods are high in protein that body needed and low of the calories. It is reached the
aims of the restaurant as well as the need of the customers.
3.2.2 Weakness
Increasing competitors that can offer similar product quickly:
Once the business has started, the competitors have the ideas in improving our foods
and services. So, it is easy for rival to compete with our restaurant in the future.




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Limited flexibility in price:
Because of we use the organic material; it is a quality but can cost the higher price in
our food, which is limited in flexibility in price. And some time there might be shortage of
supply in the market.
High number of indirect competitors:
There is lots of fast food who also provide food delivery in Gombak area, which the
prices are comparable and they are fast in delivery.
3.2.3 Opportunities
Ability to develop additional store
We plan to expand our restaurant around the nation within 5 years. Then, when there
are good in feedback, we plan to expand the restaurant globally. So, people around the world
can taste the healthy and Halal food at the same time.
Continued expansion for online sales
Once we expand our restaurant globally, the customer can order the food in online
sale. It is easy to customer to order the food as well as the restaurant easy to receive and
check the pre order though online.
3.2.4 Threats
Increase in price inputs can cause upward pricing
Since the healthy food has increased in market, the prices of the input which are raw
materials are increase. The price of the food becomes increase.
Many restaurants


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As we know the fast food restaurants are placed around, they are our indirect
competitors that we cannot avoid them.
4.0 MARKETING PLAN
4.1 Marketing Overview
This section describes how sales projections can be achieved in terms of marketing
activities and promotions. It is a representation of the overall content of the marketing plan. It
provides a brief overview of the marketing objectives, sales projections and assumptions.
4.1.1 Sales Projection
Based on our forecasting which is derived from the marketing activities, here is the
sales estimation for the project starting from the year 1 to year 5:
Year Year 1 Year 2 Year 3 Year 4 Year 5
Sales (RM) 2,160,000.00

2,592,000.00


3,369,600.00


3,706,560.00


4,077,216.00


4.1.2 Assumptions
Starting from the first year we have estimated that the sales will start with RM
2,160,000.00. The reason for having such high sales is due to the high expected demand for
our product. As we have indicated previously, our food price is reasonable which will make it
affordable for all people. Therefore, the sales are projected to continuously increase from the
first year and up to the fifth year reaching RM 4,077,216.00in 2018. Sales are also estimated
to continue steady growing in the following years since the demand for healthy food is
increasing and since people will always desire to buy healthy food.


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4.2 Marketing Program
In order to achieve our marketing objective we will apply the following strategies:
4.2.1 Quality and price differentiation:
The first and the most important strategy for our product is based on the healthy food we are
offering to the people that will make it with high quality than other food and also the price we
are offering our product with which consider a very reasonable price. This strategy will make
our product have a competitive advantage over other products.
4.2.2 Advertising planning:
Since the product is still new, advertising is powerful in building awareness, providing direct
respond and opening the door for direct sales efforts. Therefore, we will be developing
professional advertising in order to let the people fist be familiar with our product.
4.2.3 Package design and development:
In food marketing, an expression strategy is often expressed in superior packaging design
which consider as a powerful tool for increasing sales. Therefore, we will also be following
the packaging strategy by developing the best package with the right imagery, colors,
message and words in order to influence the content of our product.
4.3 Promotions
One of the ways that we will be using to create awareness about our product among
our target market is through word of mouth. Word-of-mouth communication refers to a
spread of information from one person to another by face-to-face contact, social networking;
via phone and etc. distributing broachers that include detailed information about our product
is also another way to promote the product. Giving discount in particular time like during
lunch will also be attractive for customer which will increase our sales in return.



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5.0 MANAGEMENT TEAM AND COMPANY STRUCTURE
In our company, we have a very competent and knowledgeable management team
with different level of skills. The management team consists of four top undergraduate
students, Anis Baka, Noor A.Q Ali, Anita Phaxaychalean and Nur fithiah Muhammad. The
company team management consists of general manager, accountancy manager, supplies
manager and kitchen manager. Anis as the general manager, Noor as accountancy manager,
Anita as supplies manager and Nur fithiah as kitchen manager.
5.1 Company Structure







General
Manager
"Anis"
Accountancy
Manager
"Noor"
Supplies
Manager
"Anita"
Kitchen
Manager
"Nur fithiah"


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5.2 Management Team


Anis Baka

General Manager
Bachelor of Business Administration/ Finance
IIUM

Increases management's effectiveness by recruiting, selecting,
orienting, training, coaching, counseling, and disciplining
managers; communicating values, strategies, and objectives;
assigning accountabilities; planning, monitoring, and appraising
job results; developing incentives.
Noor A.Q Ali

Accounting Manager
Bachelor of Business Administration/ Finance
IIUM

Meets accounting financial objectives by forecasting requirements,
preparing an annual budget, scheduling expenditures, analyzing
variances, initiating corrective actions.



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Anita Phaxaychalean

Supplies Manager
Bachelor of Business Administration/ Finance
IIUM

Managing and organizing the activities involved with the
identification, acquisition, production and distribution of the goods
that a company provides.
Nur Fithiah Muhammad

Kitchen Manager
Bachelor of Business Administration/ Finance
IIUM

The overall operations for the back of house and kitchen area.
Hire staff, purchase food and stock, and make sure everyone is
trained on proper food preparation and kitchen safety techniques.


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5.3 Human Resource Plan
The human resource plan will forecast the number of employees that we need to hire
upon the growth of the business. Since we are expecting the business to grow fast in the
coming years, then the number of employee also will be increasing as the business expands.
Below is the explanation of the plan and the details from the first year until the fifth year of the
founding.

First year:
In our first year of the business we are going to hire only two full-time workers (co-
workers). One will be the chef who will be responsible for cooking the food which considers
the most important factor for the success of the project. The second worker will be the
delivery driver who will be working on distributing our products promptly to our
customers. Since this is still the first year in our business the work load is also expected to be
reasonable and therefore can be handled by the two workers. Moreover, the business is still
new and the expenses are high which make us only able to hire two employee.

Second year:
Since the business is growing and more people will be familiar with our product, we will
hire additional worker in the second year. Booking consultant is the person who will be
responsible for resaving the calls of the customers and take the order from them. We will not only
hire a phone operator who has no idea of the process, but a person who takes ownership of what
youre ordering and will be friendly, understanding and efficient.

Third year:
As the business expand more in the third year, the work load on the current workers will
also increase which will raise the need for hiring more workers. In the third year, two extra


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workers will be hired to make the job more efficient. Another chef will be requited and also
another delivery driver which will make us able to meet the increasing demands for our product.

Fourth year:
In our fourth year we will be adding one more employee as a food consultant. Since we
are providing customers with advice on taking healthy food and healthy life style, consultant
will be very important in this stage to meet our business objectives.

Fifth year:
In the fifth year and since the business will become very popular, we will add five other
employees. We will hire one extra chef in the fifth year. Moreover, three extra delivery drivers
will be hired to meet the high demand. One more booking consultant also will be hired in the fifth
year in order to respond faster to the customers.
6.0 Operational Plan
6.1 Business Operation
ANA food delivery will promote business through website, flyers, mobile apps, social
network and word of mouth. In order to reach potential customers company will use these
tools.
First company will advertise through social media since this is the easiest way to get
reach to the potential customer, such facebook, instagram,twitter. And order through website
will be available for members of our restaurant only, for mobile app is available for all people
who interest in our menu. And another way of advertisement about our restaurant is flyers
distribute manually in Gombak area including inside university, school and work place.


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7.0 Sale Projection
This section includes the forecast of Income statement, Balance sheet and cash flow
statement.
ANA healthy food need initial investment of RM 906,000, the cost include paying
business expenses, buying equipments, vehicles, rental cost, salaries, fixed cost (utility), and
other expenses. The detail of cost of initial investment will be show in appendices.

Forecast Income statement

Picture 1: Income Statement


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In the forecast income statement, RM2,160,000 is the expected revenue of the
company. The sales are expected to increase 10% in 5 years consecutively. The expenses are
salary, rental, utilities, marketing expense and others. General Manager, Accounting Manager
and Supplies Manager earn a fixed income every year while consultant, other staffs and part
timers is a variable income because it is a temporary position. For the utilities, raw material
and packaging, there are an increasing 10% on year 2 and 3 but unchanged at 10% for the
remaining year.
However in the other aspect, the figure for net income is gradually increasing and we
surprisingly achieve profit in year 1. This is due to the number of sales that we predict to earn
in year 1 and year 3 is continuously rising up to RM 1,034,568 from RM 751,257 and RM
1,698,206.40 from RM 1,482,552 respectively.
In terms of sales, we expected first three consecutive years for brand recognition with the
effort we put at the marketing expense such as flyers, logo, business cards and others. These
efforts would affect the sales to increase 10% in the first year, 20% in the second year and
30% in the third year. As the sales increase the estimated expenses also increase.
Balance Sheet







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Picture 1: Balance sheet
In the Ana Healthy Foods balance sheet, the assets consist of cash and vehicle. We
dont accept any post-paid payment into our asset. Cash to the sales is our asset and it is
increasing gradually in year 1 until year 5 which are from RM2,160,000 to RM2,592,0003 ,
RM3,369,600, RM3,706,560 , RM4,077,216 respectively. We expected to buy 2 motorcycles
and a van for delivery purpose, it costs RM4500 for each motorcycle and RM13,500 for a van
every year.
The liabilities include account payable and other current liabilities. As the company is
expected to earn an increasing profit every year, therefore the capital is predicted to increase.
In year 1, RM100,000 as the capital and it is increasing by 20 percent for year 2, year 3 and 4
which are RM120,000, RM144,000 andRM172,800 respectively. In year 5, there is a
prediction of 50 percent of capital totalled up to RM259,200.


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Picture 3: Cash Flow Statement
Since our company do the online type of services, we estimated that we do not have to
incur any significant amount for repayment and borrowing. The first year cash flows involved
the cash received on operation and cash spent on expenditure, this result to the net cash flow
of RM2,144,000. However, there is a negative cash balance in year 1, RM 1,994,000. In the
second year, there is an increase on cash spent on expenditures on long term liabilities and
current asset.


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Cash in the expenditure in year 2 and year 3 is increasing to 20 percent and 30 percent
meanwhile the remaining year maintain to 10 percent each year. However, it doesnt affect
the net cash flow to increase gradually as RM2,543,400 in year 2, RM3,306,320 in year 3
RM3,651,252 in year 4 and RM4,019,677.20 in year 5 respectively.

















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Appendices



Picture 4: Start up Cost


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Figure 1: Start up Cost

0.00
100000.00
200000.00
300000.00
400000.00
500000.00
600000.00
700000.00
800000.00
900000.00
Expense investment Loan Asset
start up
start up


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Figure 2: Highlight
-
500,000.00
1,000,000.00
1,500,000.00
2,000,000.00
2,500,000.00
3,000,000.00
3,500,000.00
4,000,000.00
4,500,000.00
2014 2015 2016 2017 2018
A
m
o
u
n
t

i
n

R
i
n
g
g
i
t

Years
Highlight
sale
gross margin
net profit and loss


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Figure 3: Forecast Sale

Figure 4: Forecast Profit
0.00
500,000.00
1,000,000.00
1,500,000.00
2,000,000.00
2,500,000.00
3,000,000.00
3,500,000.00
4,000,000.00
4,500,000.00
2014 2015 2016 2017 2018
A
m
o
u
n
t

i
n

R
i
n
g
g
i
t

years
Forecast Sale
total sale:
total direct cost:
0.00
500,000.00
1,000,000.00
1,500,000.00
2,000,000.00
2,500,000.00
2014 2015 2016 2017 2018
A
n
o
u
n
t

i
n

R
i
n
g
g
i
t

Years
Forecast Profit
net profit and loss


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Figure 5: Forecast Cash flow






-20,000.00
0.00
20,000.00
40,000.00
60,000.00
80,000.00
100,000.00
2014 2015 2016 2017 2018
A
m
o
n
u
t

i
n

R
i
n
g
g
i
t

Years
Forecast Cash Flow
Net cash flow
cash Balance


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Menu
Breakfast Menu



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Lunch Menu



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