Section 1: Executive Summary

Fast Fruit Truck was founded in June 2015 and our main objective is to reach to
customer in being healthy as we make their life easy and simple to provide them fresh fruits
at a truck. Our company is a growing food truck innovation. The description for Fast Fruit
Track is mobile healthiness. The mission for Fast Fruit Truck is living a healthy life together
and our vision is to have Fruit Truck all over Malaysia. We focuses on how the customer feel
in becoming healthy in life as fast food are being replace for a main course. Our based is in
Petaling Jaya and we also have a warehouse in Selayang. Most of the fresh fruit came from
Selayang as they have a good resource in fresh fruits. The warehouse in Selayang in also
planting some fruits that can be plant like banana and rambutan.

Business/Product or Service
Fast Fruit Truck is taking a risk in selling fresh fruits to public for eating and drinking.
Fast fruit produces and provides the following products or services:

Fresh Fruit for cutting and non cutting.

We also have fruit pop sickle like that looks like Ice Cream but better because it is
healthy.

Besides that, we also provide fruit pie via various flavors.

Normal fruit juice.

Presently, our main product is fruit juice as it is one of customers favorite. Fast Fruit

Truck is at growth stage in progressing to be a better food truck innovations. The advantages
towards our competitors is that our fresh fruits changes places within a period of time. These
shows that customer will try every food for whenever the truck is changed. Fast Fruit Truck
has many ideas and future plans in becoming a better product and services. We tend to
develop the Fast Fruit Truck every 6 months so that it can be used correctly by people. Our
future plans is to have fresh fruit trucks all over Malaysia and make it viral so that people will
want to buy the fresh fruit themselves. Within a year, we will try our best in achieving these
goals.

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The Market
We define our market as for fruit lovers, fresh fruit lovers and juice lover that has
various mix of fruits together in blending in. Our total market are expected to grow monthly.
The loyal customer are actually keeping this florist alive and share them with everyone.
Competition
We compete directly with Boost and MNG as they are very famous among a young
stress. Boost is actually good for the usage of bags that need to be carried. Our product is
based on real life competition which is the demanding students. I am anticipating people in
enter this market.
Risk
The greatest risks associated with our business today are manufactured fruit juices.
We feel we can overcome these risks because the products were selling is suitable for
indoors and outdoors. Our biggest relevant recognized is having a stereo type customer that
can be seen everywhere. We feel we can overcome these risks because to be a healthy
individuals means free to becoming who you are today biggest recognized opportunities
include the.
Management Team
The management team is led by Sales Manager, Dr. Yeo Teong Eng who founded the
company in early year 2015 and collaborate the company with his old friend, Dr. Hamzah
Thabet. Both of them went got a PHD in Accounting & Management at Harvard Business
School in United State of America. Dr. Yeo Teong Eng used to be worked as a General
Manager in Maybank. But after 3 years, he decided to stop his career and begin pursuing his
dream to open a Business Food Truck. Throughout those 3 years, he has learnt to deal with
customer and managed a whole department under his vision. Dr. Hamzah Thabet saw the
potential in collaborating to make this business more successful as he has 2 of his own
restaurant in Malaysia.
This team later on add four more directors which are, Mr. Syaza Alias as a Public
Relations which graduated with Masters in Advertising and Public Relations Management in
University De Monfort, Leicenster, United Kingdom. Next, Mrs. Eva Natasha as the Human
Resources Management, whom graduated with Master in Human Resources Planning in
BEN2010 | 2

London. Finally, Ms. Saadah Mohd as Deputy Finance Director and Ms. Amirah Nasir as
Network Engineer.
Operations
We have the based office which is located in Petaling Jaya and the warehouse is in
Selayang as the fresh fruits came a lot from Selayang. We are currently available on in
Selangor around Klang Valley which is half an hour from our warehouse in Selayang. Our
total full time staff is 30 people and our product are distributed using trucks as we wait for
customer to come in.
Capital Requirements

We are seeking RM50, 000.00 per month which will enable us to cover the funds that
we have started. We are also wanted to achieve profit and more than cover the funds and by
making RM 50,000.00 per month, our profit and fund cover are beyond our expectation. We
expect to provide more trucks in 5 years that means more money require from year to year. A
dividend of excess profits, recapitalization, sale of company, or public offering.

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Section 2: Industry Analysis

Industry Description
Fast Fruit falls under an industry that is known as the food truck industry. The food
truck industry is essentially a large vehicle equipped to cook and/or store and sell food
through. This ranges from ice cream trucks to fast food trucks. Fast Fruit will however be
selling fresh fruits stored in the truck.
Industry Trends
The mobile food industry has been showing growth in recent years. Food trucks are in
hot demand, as they represent local, fresh, authentic food and according to research, this
industry isnt just a fad but a viable market with a large advantage thanks to its competitive
advantages related to the speed of service.
For example, in the US, Emergent Research forecasts the food truck industry to
continue a rapid growth, and that by 2017 food trucks will generate about $2.7 billion in
revenue. This is four times the revenue provided from 2012, which is estimated at $650
million.
As far as customers go, survey results have shown that food truck customers like the
food and enjoy the experience. They also appreciated the speed and convenience of food
trucks.
From the business perspective, according to interviews with food truck owners, the
general takeaway was that food trucks cost less to start and run than a traditional brick-andmortar restaurant. Its also easier and quicker for them to test new concepts, menus and
recipes. Food trucks are also more tightly focused on their customers, with closer interactions
with patrons every day both in person and through social media. These interactions help
provide instant insights into menu and food preferences.

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Section 3: Company Description

Fast Fruit is a new company that will provide high quality and various type of fresh
fruits and make it variety such as fruit pies, fruit popsicles and also fresh juice to fruit lovers.
Fast Fruit is scheduled to begin operations on January, 2016.
Fast Fruit will target fruit lovers! Small kids to old folks, is our targeted customers.
Our market place will be Selangor, Klang Valley and university campus. We also accept any
kinds of events and celebrations. Wherever and whenever customer wants Fast Fruit to be,
Fast Fruit will be there for them.

Company Ownership

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Why Do We Choose Food Truck?

It is a change from chains. Meaning here, getting food from a food truck can be a step
above chains, especially in terms of freshness of the foods and how customer will feel
appreciated when their own food being handed by the chef themselves. It is also more
convenient especially for workers. Short breaks during meetings, grabbing food from a fruit
truck can be quicker than doing drive-through. Last but not least, it is an introduction in a
new way of getting your food done and how you prepare them.
Fruit is a healthy food and it is a natures wonderful gift to the mankind. Indeed, they
are life-enhancing medicines packed with vitamins, minerals, anti-oxidants and many phytonutrients (Plant derived micronutrients). They are an absolute feast to our sight, not just
because of their colour and flavour but for their unique nutrition-profile that help human body
free from diseases and keep it healthy! Furthermore, it has been recognized as a good source
of vitamins and minerals, and for their role in preventing vitamin C and vitamin A
deficiencies. People who eat fruit as part of an overall healthy diet generally have a reduced
risk of chronic diseases.
Mission
Fast Fruit mission is to be a full service, fruit truck that offers affordable, high quality
fruits and make our customers live a healthy life. Our goal is to provide our customers a
remarkable food and beverage what they might not get in any other trucks in Malaysia with
impeccable service by demonstrating warmth, graciousness, efficiency, knowledge,
professionalism and integrity to our work. Our fruit truck will always be clean and the quality
is always high in order to get customer trusts.
Fast Fruit value their workers. Fast Fruit provide all who work with us the tools to be their
best in a friendly, co-operative, and rewarding environment.
Vision
Fast Fruit vision is to be known number 1 in service, to have the best staff, serve the
best fruits, and to be all around Malaysia within the next 12 months. We provide fresh fruits
in a unique environment with friendly yet un-intrusive service to a high volume of customers
through effective teamwork and communication. Also, we acknowledge our customer on
arrival and say thank you to every of them at least once for choosing Fast Fruit.

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BEN2010 | 7

Fast Fruit objectives is to:

Achieve good profits and better products inventions.

Fast Fruit may not be the 1st food truck in Malaysia, but we can become the 1st fruit

truck in Malaysia.
Provide and serve our customers with clean high quality fruits.
Create an atmosphere where each person can work as a team member, with clear goals

and high standards that profit everyone.

Maintain and expand our outstanding reputation.

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Section 4: Market Analysis

Customer
The target markets of the business are physical consumer market and target customer
will be office worker, student, household and tourist. Based on demographic of Klang Valley
area, we list down our target area based on population. (Figure 1.1)
Area
Ampang
Bangsar

Cheras
Damansara Utama
Kajang
Kepong

Estimated Population
126,285
40,000

Area
Kuala Lumpur
Petaling Jaya

232,306
Puchong
142,000 people
Gombak
342,657
Subang Jaya
360,000
Wangsa Maju
Figure 1.1

Estimated Population
1,627,172
638,516
(more than 25 colleges and
universities in Petaling Jaya )
335,419
682,226
708,296
347,432

The current population Klang Valley is 7.2 million (about a quarter of Malaysias total
population). By 2020, its population is expected to be 10 million. Urbanization is expected to
reach 70 per cent by 2020. At this rate, Klang Valley will be home to about 20 million by
2030.

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The characteristics of average customer based age, location and life style. From age 5
to 75 years old range have 89% would take fruits or fruit juice every week, however theres
another 11% were rarely maintain their weekly fruits meal because of inconvenience to
purchase fruits for certain crowded area and distance. Urban area people always prefer
convenience and fast especially who work and stay around Klang Valley. The advantage of
the mobile business will be another advantage to change wise and strategic location without
any problem on the commitment concern. Our fruits truck can reach customer to where they
can easily purchase our product.
In addition, our business concept on fruits and attractive touching point to satisfied
our customer needs which is convenience, freshness guarantee and a range of fruit orientated
products as well .Furthermore, the period of our product and service needs from market
would be longer because fruits is not belong to a trend that can passing away like other food
business. However Research and development team will fully focus on new product and
service to keep it on track to prevent from being phased by competitors. However, our
business could be continuing needs for the market because people would rather spend more
on eating fruits then others because health still the main concern for everyone.

Environment
There are environmental factors we may face that might affect fruits market. First of
all , our main supplier are from Cameron highland and others imported fruits are from Port
Klang fruits supplier. When inflation or currency dropping, definitely the cost of good would
follow to increase which direct affect to our initial cost.
Theres another challenge to overcome, which is legal license from government
department (State government and district government) approval to park our truck business
operation. Our business operation will operate in many district that maybe disapprove by
government department because some place be in traffic overcrowd problem.

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Competition
Currently there are 2 major and biggest competitor closely related to our business
concept, one is BOOST Juice Bar as it is a Juice Bars that serves fresh mix fruits of juices.
Boost Juice Bars was born in 2000 in sunny Australia and Boost There are now over 250
Boost Juice Bars globally - countries include: UK, Portugal, Estonia, South Africa, Chile,
Kuwait, Indonesia, Singapore, Hong Kong & Macau, plus one is about to open in Dubai . Its
started expansion their business in June 2009 and has grown to 51 stores in Malaysia and 12
in Singapore. In Klang Valley, Boost has over 42 store and mostly more inside shopping mall
and happening district.
Boost offers a healthy alternative to fast food, which is encompassed in a brand
perceived to be cool by young consumers. The menu offers Seriously Healthy and
delicious smoothies, juices and crushes, all developed with the assistance of a nutritionist, all
at least 98% fat free, with no added sugar and completely free from any artificial flavors or
colorings.
Another biggest competitor is MBG Fruitshop fruit shop that sells fresh foods and
has delivery service in certain area in Malaysia. MBG has always put high priority in their
shop concept. Quality has been main focus thus the shop design and products are carefully
selected. More than just any fruit shop, MBG prides in its' exceptional standard in the fruit
industry. MBG sells not only fresh fruit but a range of fruit orientated products as well.
MBG stands for Money Back Guarantee, an unprecedented concept within the fruit
business. It means every customer who make a purchase at MBG's outlets can be refunded
within 7 days (with a receipt/proof of purchase) should they be not satisfied with the quality
of their purchase. This is to make sure every customer gets the best products from them the
qualities of the products maximize benefits to customers. Currently have more than 25 outlets
in Klang Valley.

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Competitive Advantage & Disadvantage

Comparing term

Fast Fruit
Mobilize business, can

Exceptional standard

service.
Healthy Food
Simple and cheap

store environment.
Healthy alternative to

in the fruit industry.

Product guarantee by

Klang Valley area.

fast food.
Base at inside famous

Strategic (ex. LRT

Location

station, office building

area, housing area)

Price (product)

Reputation

Below average
In progress to building

uniqueness
Cost

MBG
Retail shop
Wise location
Inside Shopping mall

shopping mall (Klang

Valley).
Strategic location
Comfort environment
Above average

Average price
Very famous in fruit

reputation.

Famous in Australia, good

industry.(Positive

(Positive feedback from

reputation is food industry.

feedback from loyal and

customer)
Fruit pie (new)
Fresh fruits
Fruits pop sickle
Small cut fruit
Fruit juice
Low

Product

MBG Fruit shop

concept.
Bright and colourful

reach customer easily.

Convenience and fast

Features

Boost Juice Bars

Retail business

new customer)

Smoothies drink

(Whole fruit & veg

blended)
Fruit juice
High

Import and local

fruits.
Fruit oriented product
High

From the analysis outcome, the demand on our product will increase once the brand
awareness effectively apply or marketing in the right target customer. This business has
potential because the target customer range is huge enough in long-term operation. The
growth of sales could be more than 12% every years from estimated by finance department
accumulated.

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Section 5: The Economics of Business

Revenue Drivers and Profit Margins
For most businesses, there are four major Revenue Drivers.
1. Selling price
2. Variable costs (costs that vary in direct proportion to revenue, typically represented by
cost of sales)
3. Fixed costs (also known as overhead)
4. Sales volume
In other words, these are the underlying issues that directly determine our company's
financial performance. If we want to increase profitability, then we have to work on these
areas.
List

Cost (daily cost)

Fruit Pies
Selling price
Variable Cost
Fixed Cost
Sales Volume
Fresh Fruits

RM3.50 per Slice

RM1.50 per Slice
RM150.00
150 units

RM12 per unit

Variable + Fixed = Total Cost
Total Cost: RM10.00 per unit
100 units

RM3.00 per Packet

RM1.20 per Packet
RM150
150 units

RM2.60 per Packet

RM1.00 per Packet
RM150
150 units

(prices are in average amount; depend on

type of fruits and its weight)
Selling price
Variable Cost
Fixed Cost
Sales Volume
Fruits Pop Sickle

Selling price
Variable Cost
Fixed Cost
Sales Volume

Small Cut Fruits

Selling price
Variable Cost
Fixed Cost
Sales Volume
Fruits Juices (all flavors)

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Selling price
Variable Cost
Fixed Cost
Sales Volume

RM4.90 per Cup

RM1.5 per Cup
RM1200
1000 units

Break-even Calculation

Costs (daily cost)

Fruit Pies
Break-even Sales Revenue
Break-even Sales Units
Fresh Fruits

RM2.5 150 = RM375

RM375 / RM3.5 = 107 units

Break-even Sales Revenue

Break-even Sales Units
Fruits Pop Sickle

RM10 100 = RM1000

RM1000 / RM312 = 83 units

Break-even Sales Revenue

Break-even Sales Units
Small Cut Fruits

RM2.2 150 = RM330

RM330 / RM3 = 110 units

Break-even Sales Revenue

Break-even Sales Units
Fruits Juices

RM2 150 = RM300

RM300 / RM2.6 = 115 units

RM2.7 1000 = RM2700

RM2700 / RM4.9 = 551 units

Break-even Sales Revenue

Break-even Sales Units

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Break-even Chart

RM4705

966

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Profit Margins
The Profit Margin is an accounting measure designed to gauge the financial health of a
business. Generally, it is defined as the ratio of profits earned to total sales receipts (or costs)
over some defined period.
Fast Fruit Truck
Net Profit Margin

net profit after tax

100
sales

2015

2016

2017

2018

2019

= 47.64%

= 47.60%

= 51.17%

=50.64

(poor)

(good)

50.45%

(poor)

(poor)

Start-Up Cost
To start a business, a start-up costing sheet helps us to determine how much money
we need to start. It also helps us to find the right amount of finance and determine how much
money we need to invest from other sources.
Our start-up costing is prepared well before start the business and it give us more
realistic idea of what it will cost. The items below is a starting point to create our start-up
costing sheet, it listing all our current or expected start-up costs with each amount.
Conducting this activity as part of our business planning process will help give us an
idea of how much it will cost to start your business. Not all start-up costs listed below will be
relevant to our business, as these costs will depend on our business structure and type.

BEN2010 | 16

Fast Fruits Estimated Start-up Cost

Type of Expenditure

Amount (RM)

Grand Opening Advertising

Low
400

High
800

Insurance

200

530

Equipment

65000

70000

Trucks

250000

250000

Machinery

140000

150000

250

250

455850

471580

Licenses
Total Estimated Initial Investment

Operating Leverage and Its Implications

Operating Leverage is the ratio of a company's fixed cost to its variable cost.
The formula for operating leverage:

Quantity (PriceVariable cost per unit)

Quantity ( PriceVariable cost per unit ) OperatingCost

Using this formula, we can calculate that Fast Fruits operating leverage is:
Fruit Pies=

150 (3.51.5)
=2
150 ( 3.51.5 )150

10% increase in Fruit Pies revenue should yield a 20% increase in operating income (10%
2).
Fresh Fruits=

100(126)
=3
100 ( 126 )400

10% increase in Fresh Fruits revenue should yield a 30% increase in operating income (10%
3).
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Fruit Pop Sickle=

150 (31.2)
=2.25
150 ( 31.2 )150

10% increase in Pop Sickle revenue should yield a 22.5% increase in operating income (10%
2.25).
Small Cut Fruits=

150 ( 2.61)
=2.67
150 ( 2.61 )150

10% increase in Small Cut Fruits revenue should yield a 26.7% increase in operating
income (10% 2.67).
Fruit Juices=

1000 (4.91.2)
=1.48
1000 ( 4.91.2 )1200

10% increase in Fruit Juices revenue should yield a 14.8% increase in operating income (10%
1.48).

In a sense, operating leverage is a means to calculating a company's breakeven point.

However, it's also clear from the formula that company with high operating leverage ratios
can essentially make more money from incremental revenues than other companies, because
they don't have to increase costs proportionately to make those sales. Accordingly, a company
with high operating leverage ratios is poised to reap more benefits from good marketing,
economic pickups, or other conditions that tend to boost the sales.
However, company with high operating leverage is more vulnerable to declines in
revenue whether caused by macroeconomic events, poor decision-making, etc. It is important
to take note that some industries require higher fixed costs than others. This is why
comparing operating leverage is generally most meaningful to Fast Fruit and other companies
within the same industry, and the definition of a "high" or "low" ratio should be made within
this context.

BEN2010 | 18

Section 6: Marketing Plan

A. E-Marketing
Software Application for smartphone user
From third party survey, theres almost 95% of phone user using smartphone .Our
marketing team create a software application called (Fruit Alert) for smartphone user to
download. This application will clearly show where our truck will locate on the day, route of
operating in every week, feedback and request from customer, and news for promotion and
new product. Beside, some loyal customer can register as member for (FF member) by using
Apps so that can collect point for every purchase. The point that collect can be redeem for
discount coupon, which member can get benefit on discount from next purchase.
B. Facebook & Instagram (Social media)
Fast Fruit truck will create a Facebook page and Instagram account to create another
awareness to Internet user. Facebook page will exposed more information about the product
and operation detail. Beside, we will promote the page by hiring some local famous public
figure Facebook user like Model, famous athlete (Dato Lee Chong Wei), and others famous
blogger. In addition, Instagram would be another help tools to gain more awareness on
promoting product by its attractive photo editing on food. Check-in location every time
customer post or upload any photo which related to Fast Fruit truck, will get free redeem
point for them.
C. Banner
Even though banner marketing is belong to old marketing strategy, but it is still the
affective way to create brand reputation. Marketing team will rent a taxi transport exterior for
banner space. This will effective because taxi will travel around the city and create the new
impression for people to know Fast Fruit Truck brand.
D. Location
For location, marketing team had surveyed few places to operate the business. We
have 12 major location were selected. 5 trucks will take turn to these selected areas; will
arrange change different location every 2 day. Location will locate near LRT station, Office
building area, housing area and University campus area. The location will set based timetable
and flexibility when requested from majority customer request.
BEN2010 | 19

Sale process
Stage 1: Qualification: Lets customer know our product and its benefits well.
Pointing out its benefits to the customer about features of our product from packaging,
poster, banner which show detailed information about the product.

Stage 2: Preparation
Our Preparation involves collect and study relevant information such as product
descriptions, prices, and competitor information. Find out our competitive advantage.

Stage 3: Communication
To approach customer with good first impression, our marketing strategy will play the
main role be the bridge of communication between our brand and customer. This is one of the
way to gain customer trust on the brand quality and impression.

Stage 4: Closing
Product purchased by customer

Stage 5 Follow-up
Research team also will follow up on customer feedback and access the needs of
customer to do improve review in the future. Beside, we also build the very good relationship
with often customer by using FF Truck Members software application. This is also belong to
our CRM (customer relationship management) tools to gain more interaction with customers.

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Stage 6: Continuation
Sales Cycle

Forecast of Sales stages

Introduction

Growth

Maturity

Decline

Figure 1.3
Figure 1.3 showed the forecast of sales stages that may face by Fast Fruit Truck
business due to some factors.

BEN2010 | 21

Section 7: Design and Development Plan

Logo and Slogan

As for our company, we choose to name our product Fast Fruit. How do we counter
the name of our product? Well, we provide a healthy fresh fruits and selling them by using
our food trucks. It will be more convenience for our customers to grab our fresh fruits
directly from our food truck. Therefore, Fast Fruit are refer to our products that is simple,
healthy and also easy to buy.
As for our logo, we choose to put our product name in our logo so that the name of
our product is being said by many people. We hope that with the name of Fast Fruit we
manage to make our product friendly to all of the people. The four fruits in our logo (Orange,
Apple, Kiwi, Watermelons) are representing the main four fruits that are available in our
business. Also, we choose one of our main product which is the small cut fruits in the cup as
our logo background so that our customer have the idea of what are we selling. Our logo will
be the first catches our customer eye. Therefore, it is important to give them the idea of our
products to attract a great deal of our customer attention.
The slogan that we use for our product is Mobile Healthiness. This slogan is for
people to concern this is the quickest and easiest way to maintain our healthy lifestyle. We are
using our food truck to sell our fresh fruits and without doubt, we are spreading a healthy
lifestyle in a Mobile Healthiness ways.

BEN2010 | 22

Trademark Registration
Our trademark exclusive rights registered to use as our marks in trading. A trade mark
helps to identify the source and those responsible for the products and services sold in the
market. Besides that, It will also help customer to ensure the quality of the products and
enables consumer to choose goods and services with ease while consume. Our trademark
already registered to Intellectual Property Corporation of Malaysia (MyIPO), and have the
exclusive rights under the Trade Mark Law. Hence, our certificate of registration serves as an
important document to establish the ownership of our products.
Development Status
Our company is active and fully completed on June 2015, we are a services company
as we fruits to people. Our product is mainly fresh fruits but via pies and popsicles. It took us
1 month to set up the office in Petaling Jaya and 2 months for the warehouse fruit in
Selayang. We also have a schedule for the truck operations. This schedule will be briefly
more explain in the Overall Schedule. Our stationary is mostly cups, plastics, straws and
spoons. We also have a business card for our fruit truck for events. The business card include
email, fax, office phone number and office address.

Like any other businesses, we have also conducted surveys and try free sample for
people to give feedback so we could improve our services and productivity. The surveys and
feedback are very important to our company as we want to maintain a good fruit truck in
Malaysia. We want our product to be recognized and likeably by people, so that they would
understand the message were trying to give which is being healthy at most times. The
sample of our business selling and price will be explained more in this Business Plan.

BEN2010 | 23

The detailed plan for our company is roughly within a year plan which can be
changed at any times. This is the sample of our detailed plan:
Month
1st Month
2nd Month
3rd Month
4th Month
6th Month
7th Month
8th Month
9th Month
10th Month
11th Month
12th Month

Plan Detailed
Sell 5 types of fruit in one truck.
Longer period of time selling fruits from usual.
Sell 10 types of fruit in one truck.
Sell some other kind of food but based on fruits such as fruit ice cream.
Have portable chair and table for the customer.
Have a portable fan for the customer
Send the staff for more training
Hire only quality and friendly staff
Buy a bigger fruit trucks
Sell fruit juices
Sell 15 types of fruits

BEN2010 | 24

Challenges & Risk

Our challenges is mostly the competitors and trucks location as it is the main
objective of making sales and selling our product.
Our biggest competition is BOOST as it is a Juice Bars that serves fresh mix fruits of
juices. Besides that, MBG is also a fruit shop that sells fresh foods and have delivery service
in certain area in Malaysia. These two competitors is the biggest competitors for Fast Fruit in
Malaysia as Fast Fruit is the 1st fruit truck here. Throughout years, Fast Fruit need to improve
the services and make various more product based on fruit like fruit cakes, fruit jelly and etc.

The location for our truck is beastly suited around both primary school and high
school. If you realize, there are a plenty of food truck selling unhealthy and destructive food
such as snacks and ice cream. This is bad for the students because unhealthy food will affect
their mind and also will be affecting their schools performances. Therefore, we would like to
change the culture by starting to sell a fresh fruits around the school area. The students will
be choosing our fruits instead of buying the snacks or ice cream as we will make our fruit
products looks more interesting in order to attract them to grab our product.

BEN2010 | 25

Besides that, we will assign our fruit truck nearby the office complexes. Nowadays,
people are more concern in changing their life towards the healthy lifestyles. As It is
becoming a concern now, many people are having difficulties to get a various type of meal
based from a fresh fruits product. Hence, we will provide more trucks around the office
complex to make sure our customer who are working more convenience to grab our products.

BEN2010 | 26

Section 8: Operations Plan

There will be a main base of operations which handles the logistics, such as receiving
the supplies of fresh fruits from Cameron Highlands, and will manage the flow of supplies
depending on the market demand. These supplies of fruits, which are received in packaged
boxes, will then be packed into the refrigerators of a number of food trucks. These food
trucks will then go on scheduled tours of different cities based on the day of the week and
time of the day to sell the fresh fruit.
Once theyve completed their tours, they return to the warehouse to bring back the
returns from the business, and to restock on supplies for their next scheduled tour. During the
time in which the sales are taking place, there will be back stage resource management which
will keep track of the amount of resources left with regards to the fruits. In the case that one
stock of fruits is depleted, on the front stage we would instead promote the most similar fruit
in terms of taste or nutrients so as to turn away attention from the depleted resources.
The main office of the business is located in Cyberjaya. This is where the top
management is located. The warehouse, however, is located in Selayang, which, as
mentioned before deals with the logistics.
The facilities and equipment that will be used to run the Fast Fruit business are as
follows:

Cyberjaya office for management

Selayang warehouse for logistics
A number of food trucks bearing the Fast Fruit insignia which will be used to
deliver the fruits around the scheduled locations

BEN2010 | 27

Section 9: Management Team & Company Structure

SALES MANAGER
DR. YEO TEONG ENG

HUMAN RESOURCE
MANAGER

MARKET
FORECASTER

MRS. EVA NATASHA

PUBLIC
RELATIONS
MRS. SYAZA ALIAS

DR. HAMZAH

DEPUTY FINANCE
DIRECTOR
MISS SAADAH MOHD

NETWORK
ENGINEER
MISS AMIRAH NASIR

BEN2010 | 28

Sales Manager
A sales manager is someone who is responsible for leading and guiding a team of
sales people in an organization. They set sales goals & quotas, build a sales plan, analyse
data, assign sales training and sales territories, mentor the members of his/her sales team and
are involved in the hiring and firing process. In some cases, sales managers recruit, hire, and
train new members of the sales staff. They advise sales representatives on ways to improve
their sales performance. In large multiproduct organizations, they oversee regional and local
sales managers and their staffs. Sales managers also stay in contact with dealers and
distributors.
In this matter, Dr. Yeo Teong Eng has to:

Oversee the sales managers and their staffs.

Resolve any complaints from customers regarding sales and services.
Prepare and approve budget expenditures request by any departments.
Monitor customer preferences to determine the focus of sales efforts.
Analyse sales statistics.
Project sales and determine the profitability of products and services.
Determine discount rates, special pricing plans, member card discount or free gifts.
Plan and coordinate training programs for sales staff.
Dr. Yeo responsibilities is vary with the size of any organization. However, most sales

managers direct the distribution of goods and services by assigning sales territories, setting
sales goals, and establishing training programs for the organizations sales representatives.
Sales managers work closely with managers from other departments. For example, the
marketing department identifies new customers that the sales department can target. The
relationship between these two departments is critical to helping an organization expand its
client base.
Dr. Yeo also must collect and interpret complex data to target the most promising
areas and determine the most effective sales strategies. He needs to work with people in other
departments and with customers, so he must be able to communicate clearly. When helping to
make a sale, sales managers must listen and respond to the customers needs. Sales managers
must be able to evaluate how sales staff perform and develop ways for struggling members to
improve.

BEN2010 | 29

Market Forecaster
A market forecast is a core component of a market analysis. It projects the future
numbers, characteristics, and trends in the target market. A standard analysis shows the
projected number of potential customers divided into segments. These numbers are estimated.
Nobody really knows, but Dr. Hamzah has to make educated guesses. The developers of the
plan researched the market as well as they could and then estimated populations of target
users in their area and the annual growth rates for each.
The market analysis should lead to developing strategic market focus. That means,
selecting the key target markets. This is the critical foundation of strategy.
Under normal circumstances, no company will attempt to address all the segments in
a market. As Dr. Hamzah has select targeted segments, he has to think about the inherent
market differences, keys to success, competitive advantage, and strengths and weaknesses of
the company. He has to focus on the best market, but the best one is not necessarily the
largest one or the one with the highest growth. It will be the one that matches the company
profile.

BEN2010 | 30

Human Resource Management

Human resource managers help companies by coordinating the organizational
functions of their business. They are involved in the interviewing, hiring, staffing issues and
even payroll for companies. They develop strategic planning by consulting top executives and
are a go between with management and their employees.
Mrs. Eva Natasha has many important tasks with a company by working closely with
the employees and the management. She has to be knowledgeable with the companys
policies, regulations, procedures and laws and explain this information to employees or
management.
Mrs. Eva would create the records of employees and keep them updated in regards to
hiring, promotions, leave time or termination. She is involved in conducting new employee
orientations and make management aware of any pertinent information regarding them, such
as an applicant with a disability.
Human resource managers solve problems regarding work complaints or grievances
like harassment or the guidelines for overtime benefits. They would maintain the performance
evaluation forms and the documents, such as, employee handbooks and assist management
with the development or implementation of personnel policies or procedures.
Mrs. Eva should be versed in the knowledge of computer hardware/software and other
office equipment. She would have good listening skills, reading comprehension, writing,
decision making and coordination skills as well as social perceptiveness.

BEN2010 | 31

Public Relations
Public relations (PR) is about managing reputation. A career in PR involves gaining
understanding and support for clients, as well as trying to influence opinion and behaviour.
PR officers use all forms of media and communication to build, maintain and manage the
reputation of their clients. These range from public bodies or services, to businesses and
voluntary organisations.
In this work, Mrs. Syaza needs to communicate key messages, often using third party
endorsements, to defined target audiences in order to establish and maintain goodwill and
understanding between an organisation and its public. PR officers monitor publicity and
conduct research to find out the concerns and expectations of an organisation's stakeholders.
They then report and explain the findings to its management.
A PR officer often works in-house and can be found in both the private and public
sectors, from the utility and media sectors to voluntary and not-for-profit organisations. Some
PR officers may be based in consultancies.
The role is very varied and will depend on the organisation and sector. Tasks often involve:

Planning, developing and implementing PR strategies.

Liaising with and answering enquiries from media, individuals and other

organisations, often via telephone and email.

Researching, writing and distributing press releases to targeted media.
Collating and analysing media coverage;
Preparing and supervising the production of publicity brochures, handouts, direct mail

leaflets, promotional videos, photographs, films and multimedia programmes;

Managing and updating information and engaging with users on social media sites
such as Twitter and Facebook.

BEN2010 | 32

Deputy Finance Director

This is a highly responsible supervisory and professional position performing
accounting and finance work as principal assistant to the Finance Director. This is an exempt
position which is responsible for assisting the Finance Director in the direction of daily
activities in the Finance Department. Work involves the administrative responsibility for the
day-to-day financial and accounting operations including reception, accounts payable,
general accounting, payroll, revenues, utility billing, field services and supervision of
personnel assigned. This position is responsible for all elements of the accounting system and
related affairs. This individual is charged with the development of effective internal
procedures to insure the financial record keeping process meets the generally acceptable
standard accounting principles, established procedures, departmental guidelines and
regulatory requirement applicable to the work.
As a Deputy Finance Director, Miss Saadah has to:

Responsible for bank transfers, bond payments and revolving loan payments.
Provides direction and supervision of accounting activities and internal audit

procedures.
Review accounting procedures and policies, recommending and/or implementing

modifications to enhance efficiency and effectiveness.

Oversees the Accounting Divisions preparation of the Comprehensive Annual

Financial Report (CAFR).

Provides advice and assistance to other departments on accounting policies and

procedures.
Assists in developing and controlling the divisions' annual budgets and capital

improvement programs.
Development and maintenance of an efficient utility accounting billing system.
Develop and maintain internal accounting procedures pertaining to utility accounts

receivables.
Develop and maintain all contracts relating to utility billing/customer service/field

service functions.
Prepare annual employee evaluations; make recommendations on hiring, terminating

and disciplinary actions of employees under his/her supervision.

Conduct special studies and analyses as directed by the Finance Director.

BEN2010 | 33

Network Engineer
A network engineer, also known as network architect, designs and implements
computer networks. Unlike network administrators, who perform day-to-day support, the
network engineer focuses on high-level design and planning. Network engineers select the
appropriate data communications components and configure them to meet user and corporate
needs. The construction of a reliable and high-performing network integrating LAN, WAN,
Internet, and intranet components entails network modelling and analysis. Their goal is to
ensure the integrity of high availability network infrastructure in order to provide maximum
performance for their users, such as staff, clients, customers and suppliers. Networks can
include computer, voice and firewall. Network engineers may work internally as part of an
organisation's IT support team, or externally as part of an outsourced IT networking
consultancy firm working with a number of clients.
Miss Amirah tasks include:

Establishing networking environment by designing system configuration, directing

system installation, defining, documenting, and enforcing system standards.

The design and implementation of new solutions and improving resilience of the

current environment.
Maximizing network performance by monitoring performance, troubleshooting
network problems and outages, scheduling upgrades and collaborating with network

architects on network optimisation.

Securing network system by establishing and enforcing policies, and defining and

monitoring access.
Updating job knowledge by participating in educational opportunities, reading
professional publications, maintaining personal networks and participating in

professional organisations;
Upgrading data network equipment to latest stable firmware releases;
Remote support of on-site engineers and end users/customers during installation;
Remote troubleshooting and fault finding if issues occur upon initial installation;
Capacity management and audit of IP addressing and hosted devices within data

centres;
Speaking with customers via email and phone for initial requirement capture.

BEN2010 | 34

Section 10: Overall Schedule

Task Schedule
Sales Manager (Team Leader) & Public Relation
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6
Task 1
Task 2
Task 3
Task 4
Task 5
Task 6

Task 1
Task 2
Task 3
Task 4

Matching product
capabilities to
market needs
Clear positioning
and messaging
Setting clear
launch goals
Using the power
of leverage
Priming the pump
Timing the launch
to maximize sales

Start Up plan
Employee
Salaries
Fund Finding
Financial Report

Task 1
Task 2

Task 3
Task 4

Day 7

Day 8

XXX

XXX

XXX
XXX
XXX
XXX
XXX

Day 1
XXX

Database
Administrator
Technicians &
Helpdesk
Support
System &
Network
Engineering
System Analyst

XXX

XXX

XXX

XXX

XXX

Deputy Finance Director

Day 2 Day 3 Day 4 Day 5
XXX
XXX

XXX

XXX

XXX

XXX

XXX

Day 6

Day 7

Day 8

Day 1

XXX
XXX XXX XXX XXX
Network Engineer
Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8

XXX

XXX

XXX

XXX

XXX

XXX

XXX

XXX

XXX

XXX

XXX

XXX

BEN2010 | 35

XXX

Day 1
Task 1

Task 2

Task 3

Task 1
Task 2

Task 3

Task 4

Identify Business
Strategy and
Needs
Conduct a Job
Analysis and
Write a Job
Description
Determine the
Feasibility of
Hiring

Defining the
market
Dividing the
component
markets
Conducting
Sensitive
Analyses
Analyse total
demand
forecasting

XXX

Human Resource Management

Day 2 Day 3 Day 4 Day 5

Day 6

Day 7

Day 8

XXX

XXX

XXX

Day 6

Day 7

Day 8

XXX

XXX

XXX

XXX

XXX

Day 1

Market Forecaster
Day 2 Day 3 Day 4

XXX

XXX

XXX

Day 5

XXX
XXX

XXX

XXX

XXX

XXX

XXX

Our task schedule is a strategic and an important tool in a project manager's portfolio
for guiding a business successfully to its target completion date. For simple events, a task
schedule is basically a timeline or calendar which lists tasks and activities with expected start
and finish dates. For more complex events, a task schedule can be layered with different
details to enable project managers to direct and manage resources more smoothly,
communicate more frequently and effectively with stakeholders, and identify and monitor
dependencies and constraints between tasks to avert preventable delays. The task schedule
can be expressed in several display forms depending upon the purpose of the schedule, the
stage of the development of the project, and the primary user of the schedule.

BEN2010 | 36

XXX

Section 11: Financial Projections

Source and User of Fund Statement
The source for our companys fruit is a farm from Selayang. Our fruit is contained
from import and local fruits. The import is already provided in our warehouse as we have
collaboration with an import fruit supplier company to deliver it to us. This is the price and
sample of our import & local fruit.

IMPORTED FRUITS
Types of Fruits

Quantit Price (RM)

y
LOCAL FRUITS
Apple Crips Pink
150
93
Apple Fuji
88
93
Types of Fruits
Price (RM)
Apple
Granny
Smith
135
Cempadak
5.15 83
Apple Royal Gala
150 4.65 90
Ciku
Avocado HASS
30 6.95 78
Dukong
Banana Dole
13 2.55 53
Guava
Cherry Seedless
US Red 5kg
5 3.45 195
Guava
DragonAir
Fruits
White
18 5.95 30
Jambu
Merah
GrapesAir
Summer
8.2 7.85 116
Jambu
Thai Royal
Kedondong
Grapes Red Globe
8.2 2.95 118
Longan
Thai Seedless
Grapes Flame
8.2 5.1 100
Mandarin
Local
Honey
Grapes Sugar One
4.5 5.7 48
Mano
GrapesChokonan
Fruits Star Ruby
45 5.5 60
Mango
Golden
Phoenix
Kiwi Zespri
Gold
57 9.3 102
Mango
Waterlily
Golden
Kiwi Zespri Green
72 12.7 97
Mango Waterlily Local
5.1
Lemon Argentina
100
65
Mangosteen
4.5
Mango Pakistan 4.5kg
4.5
46
Melon Black Beauty
2.05
Melon China Hami
12
46
Melon Honeydew
1.95
Orange
Valencia
113
Melon Rockmelon
5.85 75
Pear Fragrant
8 3.25 55
Melon
Sunlady8kg
Pear Forelle
Melon
Watermelon Red (B) 60 0.8 98
Pear Gong
36 1.5 55
Melon
Watermelon Yellow
Pear Korean Singo
27 6.45 83
Nona
Pear Peckham
52 1.45 75
Papaya
Hong Kong
Papaya
Solo
3.2 45
Pineapple
Dole
9
Passion
Fruits
9
Strawberry
US Driscoll
12
86
Pineapple Josa
2.05
Pineapple Morris
1.7
Pineapple Sarawak
2.55
Pisang Cavendish / Montel
3.35
Pisang Berangan
2.5
Pisang Mas
2.75
Rambutan Local
3.55
Sour Sop
9.25
Starfruit
3.6

BEN2010 | 37

BEN2010 | 38

Pro Forma Income Statements

BEN2010 | 39

Pro Forma Balance Sheets

BEN2010 | 40

BEN2010 | 41

Pro Forma Cash Flows

Fast Fruit
Pro-Forma Statement of Cash Flow
For the year ended December, 31st
2015
2016
RM
RM
RM
RM
Cash flows from operating activities
Net income
383344
384635
Adjustment to reconcile net income to net
cash provided by operating activities:
Depreciation - Machinery
12500
12500
Depreciation - Equipment
1200
1200
(Profit) Loss on disposal plant assets
Change in account receivable
Change in account payable
Change in supplies

201130
-13060
10030
-5000

203850
-2140
-109
-200
206800
590144

Net cash provided by operating activities

2017
RM

RM
447091

12500
1200
160935
304
-45
-128
147104
299987

215101
599736

Cash flows from investing activities

Purchase of trucks
Purchase of machinery
Purchase of equipment

250000
140000
-69780
459780

Net cash used by investing activities

Cash flows from financing activities
Issuance of common stock
Payment of dividends
Net cash used by financing activities
Net increase in cash
Cash at the beginning of period
Cash at the end of period

250000
140000
-69780

250000
-2500

250000
140000
-69780
459780

250000
-2500
247500
377864
0
377864

459780

250000
-2500
247500
387456
377864
765320

247500
87707
765320
853027

BEN2010 | 42

Fast Fruit
Pro-Forma Statement of Cash Flow
For the year ended December, 31st
2018
2018
RM
Cash flows from operating activities
Net income
432078
Adjustment to reconcile net income to net
cash provided by operating activities:
Depreciation - Machinery
12500
Depreciation - Equipment
1200
(Profit) Loss on disposal plant assets
194893
Change in account receivable
42
Change in account payable
-277
Change in supplies
341
181087
Net cash provided by operating activities
250991

2019
RM

RM
441062

12500
1200
135523
-267
254
-323
122159
318903

Cash flows from investing activities

Purchase of trucks
Purchase of machinery
Purchase of equipment

250000
140000
-69780
459780

Net cash used by investing activities

Cash flows from financing activities
Issuance of common stock
Payment of dividends
Net cash used by financing activities
Net increase in cash
Cash at the beginning of period
Cash at the end of period

250000
140000
-69780

250000
-2500

459780

250000
-2500
247500
38711
853027
891738

247500
106623
891738
998361

BEN2010 | 43

Ratio Analysis
Ratios

2015

2016

2017

2018

2019

1) Liquidity Ratios
Current Ratio

current asset
current liabilities

= 28.806

= 48.907

= 71.165

= 66.085 = 118.27

(good)

(good)

= 31.997

= 54.127

(good)

(good)

(good)

(good)

= 2.497

= 2.474

= 2.454

(good)

(poor)

(poor)

= 6.222

= 6.355

= 6.313

(poor)

(good)

(poor)

= 5.871

= 6.324

= 6.343

(good)

(good)

(good)

= 0.465

= 0.368

= 0.318

(poor)

(good)

(poor)

(poor)

(good)

Quick Ratio

current assetinventory
current liabilities

= 12.401

= 54.177 = 100.30

2) Activity/efficiency Ratios
Inventory Turnover

sales
inventory

Average Collection Period

= 2.333

= 2.329
(poor)

= 5.923

account receivable
365
sales

= 6.866
(good)

Average Payment Period

account payable
365
purchases

= 5.832

= 5.754
(poor)

Total Asset Turnover

sales
total asset

= 0.765

= 0.563
(poor)

BEN2010 | 44

BEN2010 | 45

3) Debt/gearing Ratios
Debt Ratio

total liabilities
100
total asset

= 40.03%

= 29.28%
(good)

= 22.36% = 18.5%
(good)

(good)

= 15.28%
(good)

4) Profitability Ratios
Net Profit Margin

net profit after tax

100
sales

= 47.64%

= 47.60%
(poor)

= 51.17% =50.64%
(good)

(poor)

= 50.45%
(poor)

Return on Equity

net profit after tax

100
total shareholder s' equity

= 60.767%

= 37.88%
(poor)

= 30.62% = 22.87% = 18.94%

(poor)

(poor)

(poor)

Return on Asset

net profit after tax

100
total asset

= 36.444%

= 26.79%
(poor)

= 23.77% = 18.64% = 16.05%

(poor)

(poor)

BEN2010 | 46

(poor)

Conclusion
In short, like any other business, Fast Fruit Truck has competitors too. International
branded outlet are better established brand manufacturer or local like Boost is the closest
competitor in terms of popularity, growth, and product line. In such a climate, the best
investment opportunities will be awarded to businesses that have the ingenuity and creativity
to meet the customers' demands for food in an industry driven by economic conditions,
demographic trends, and pricing.
Fast Fruit Truck concepts help to highlight that being healthy is really good way of
living. This then ensures us in understanding our body needs more rather than wants. By
understanding our body better than before, it allows us to grow normally and expands the
business more sustainably. At the same time, the Fast Fruit Truck concept of living a healthy
lifestyle is to understanding the various concepts of life in the 21 st century. The customer may
ensure us to know which management aspects are our strengths and which are our
weaknesses. This helps us focus on the problems areas and over time ensures our business is
growing in a balanced way. Fast Fruit Truck is using all the Business strategy and by trying to
understand and use them before we experience rapid growth helps to ensure our risk of
failure is lowered and we manage to the complexities of building our business more
successfully than others. This also helps us avoid the need for change management once your
company has survived the early years and making any changes on a large scale. This should
help to give some understanding of how successful companies operate and how we can use
the same concepts for the purpose to help us succeed.
The food industry is very large and to be more specific, the food truck industry has
clearly increases in Malaysia. Fast Fruit Truck will try to maintain status as a growing
business as it will encourage other small business in developing a better business in the
future. The capital will be used for start-up costs, to establish a reputable storefront, and to
further develop the business, business infrastructure, internal systems, product development,
and extensive marketing and geographic positioning. Providing that the company is able to
acquire its funding requirements, Fast Fruit Truck should be able to achieve operational
success for many years to come.

BEN2010 | 47