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COMPANY DESCRIPTION
Ranger Sdn. Bhd. is a private limited company founded by Lee Kok Foong, Tiew Mei
Qing, Nelson Yew Weng Hou, Chan Qi Da and Ong Yi Min in 2017. We intend to
start up a restaurant so called ‘dine without menu’. Our targeted location for our first
outlet could be positioned in SS21, Petaling Jaya, Selangor. (Refer to appendix 1)
Basically, we are looking to remedy the issue of people these days by means of
thinking what to eat, where to move for lunch, dinner and so forth. Our restaurant
profoundly serve like a buffet as our menu which customers might not realize what
can be the meal will a chance to be serve. In view that it is miles the generation of
globalisation, technology might play a significant role in communicating with
customers. To make it comfort and efficient, our company would create an apps as a
tool for running the business. All of us is free for downloading that specific apps once
they are involved to have meal in our restaurant. The objectives for our business is to
deliver an unforgettable, fun revel nor convenience to everyone. Our targeted
customers who we are able to particularly attention on are medium to high income
customers as well as youngster. Considering our restaurant serves as a buffet which
include food, beverages and desserts. Consequently, we have set different pricing for
the breakfast, lunch, and dinner. For the breakfast (8:00am to 11:00am, Mon to Sat),
we have set the price at RM29.90 for adults and RM14.90 for child. While, for lunch
(12:00pm to 4:00pm, Mon to Sat) the price for adults and child are RM49.90 and
RM29.90. Lastly, for dinner (6:30pm to 10:30pm, Mon to Sat) the price we set for
adults and child are RM59.90 and RM34.90. A person who are 5 to 12 years old are
consider as a child. All prices are subject to 10% service tax and 6% GST. Besides,
for the customers who are first time sign up for our apps and dine in our restaurant are
entitled to 20% off on their bill.

Vision
Being a first-choice ‘dining without menu’ restaurant for consumers to enjoy mystery
food as well as family and friends bonding time. We aim to create convenience and
relaxing environment for working consumers and stressful youngsters.
Mission
Our mission to accomplish this goal by setting up our first dining with unknown menu
in urban areas of Malaysia which is in the heart of Damansara, PJ. There are alot
colleges nearby so it is an opportunity to grow our business.
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Steps to be taken:
 Employ workers who are enthusiasm and has an experience of working in
restaurant.
 Keeping food cost under 35% revenue.
 The quality of foods and beverages should be strictly maintained.
 Averaging sales between RM1,000,000-1,500,000 per year.

Our goal of the restaurant is to achieve a market share of twenty percent within 5
years. Besides, we wish to open-up outlets within the first three years. Not only that,
we also wish to have our return on profit within the 18 months.

Industry Analysis
Threat of subsitutes

Depending on the nature of the food and beverage industry, the threat of substitutes
can range from low on the scale to mid-range. As a product, most people are able to
differentiate the taste from other similar food as well as the ambient of the restaurant.
Therefore, our restaurant must emphasis on having a cozy, intimacy and even cheerful
atmosphere which people often prefer to their homes. And, we offer high-quality food
and beverage to maximize the utilisation of the consumers. ‘Dining in the dark’
Restaurant which locates at “Changkat” is the only direct competitor to us. Yet there
are plenty of indirect competitors such as home food, convenience shops, hotels and
so forth. Despite the fact that we host a similar concept approximately serving
customers without menu, still we serve them at an advance but fantastic strategy
wherein the customers can directly go to the seat by scanning the QR code. This
indirectly reduces the workforce and make it convenient to everyone. Additional, the
price is fixed at RM35 each including food and beverage which are more reasonable
as compared to the price set by our competitor. The smaller scale of direct competitor
put us at a low threat of profitability. (Martin. 2014)

Threat of new entrants

Threat of new entrants helps us to analyzes how likely it is for new entrants to enter
the competitive environment. There is less chance of this happening if there are some
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form of barriers to entry into the industry such as strict regulations, need for
specialized knowledge or high investment requirements. For our restaurant, the first
factor is unique business model. In our restaurant, we don’t serve any menu to our
customers and the food we serve is decided by our Chef. Our idea is highly
differentiating from any other restaurants that preparing menu. The new entrants will
have to create a new product or idea with unique features and better than those offer
by our restaurant. New entrants also need to put in more effort to break existing brand
loyalties and shift them to their own restaurant. Besides, first mover advantage.
Customers can make any reservation, requirement, payment and others through our
apps. Besides, customers have to scan their QR code at the entrance of our restaurant
and at the same time, customers will get to know their table number.

In Malaysia, there is no any others restaurant using this technology. Other than that,
high capital cost is also a barrier for new entrants. To startup a restaurant, it required
huge capital investment such as kitchen equipment, tables and chairs, deposits and etc.
Thus, for the new entrants, they must make a big investment to buy equipment,
research and build a brand. Legal and government also create barriers to new entrants.
Before you start a business, you will have to fulfill government and regulatory
requirements such as license or permits. For example, in Malaysia, before you want to
open the doors of your restaurant, you have to make sure you have applied for the
proper licenses for example signboard license, alcohol license, Halal license, PPM
and etc. You might have to spend a lot of time and money to wait for the approval.
But, as we are in food and beverage industry, it is very easy for new comers to enter
into this sector. Thus, the threat of industry profitability is high.

Rivalry among existing firms

A larger number of competitors and the ability can threaten the industry’s profit as if
there are more competitors within an industry; there is an increased competition for
the same customers and product resources. The business we are running is a restaurant
which has no menu provided yet customer only knows what kind of cuisine will be
service. This kind of business model according to the industry analysis so far there is
only one competitor in this field. The restaurant’s name is Dining In The Dark which
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located at Changkat Bukit Bintang. Besides, the degree of different between products
is slightly higher as our restaurant is located at Puchong. The cost of living at Puchong
is lower if compare with KL. Therefore, consumers can enjoy this kind of restaurant
with an affordable price compare with our competitor. The growth rate of this industry
is quite rapidly. Since the amount of competitor is not that large. Therefore, the
industry is able to boots up the profits due to the enlargement of the industry. Hence,
it will indicate a high demand and low saturation of the business is in the long term.

Bargaining power of suppliers

A supplier can drive up the price of good and service they provide to the customer in
industry (Learning, B., 2017). The number of the supplier in the market can threaten
the industry profitability by a drive up the price and provide lower quality of good to
their customer. Monopoly Supplier in the industry that will influence the price range
of small suppliers in the market with differentiated pricing strategies (Simconblog.
2015). Differentiated price strategy means the supplier provide the same product but
on different price to their customer. In another word, lower number group of the
supplier will have a higher threat to the pressure to their customers; higher number
group of the supplier will have lower price pressure to their customers as well. In food
and beverage industry, our business product which is food and beverage industry is
hugely dependent on the agricultural product such as raw material such as vegetables,
meat and so on. Based on the analysis in the PJ area, we can find a lot of food
Suppliers Company in the market. (Refer to appendix 2) Therefore the pressure of
supplier will drive up the price is lower due to high competitive level in the market.
Since that is lower bargaining power of supplier, our business will have a lower threat
to industry profitability.

Bargaining power of buyers

We are a restaurant which has no menu, and the overall prices of our food and
beverage is fixed. Through provides better customer service and increase the quality
of food, it gives us a greater potential of profitability. Customers tend to have problem
with what to eat every day, so we came out with an idea where customer no longer
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need to worry about what to eat, we are here to solve their problem. Unlike the other
restaurant, they need to order the food and beverage with different prices, we are now
their solution. "What to eat is longer your concern." There are few seller and many
buyers as there's only one restaurant which doing the same as we do, it indicates the
buyer bargaining power is low and we have a greater potential of profitability. Since
food is a necessity to people.

Market Analysis
Segmenting Market – Demographic Segmentation

Demographic segmentation is an ordinary strategy to identify the market segments

according to age, marital status, race, gender, family size, income, occupation and so
forth. Since we are running a restaurant, targeted customers will highly be segmented
based on variables such as age, occupation, and income. Based on the survey made by
the Department of Statistics Malaysia, it shows that Malaysian median monthly
household income had risen in 6.6% of the growth rate per annum
(TheSunDaily,2017). It indicates that around Selangor areas, the average of monthly
income is RM5183 in 2016 and the cost of living index in Petaling Jaya is 5.71%
higher than in Kuala Lumpur. (Numbeo,2017) Therefore, these type of consumers is
most likely to be our targeted customers as the statistic shows that the expenses
incurred on having the meal in a mid-range restaurant are approximate to RM50. As
our price is varies according to different sessio which is considered reasonable to
them with high-quality food.

Apart from that, marketing concept may utilize different marketing approaches for
different age categories of the population. This concept is basically based on the fact
that the consumer needs and desires change with age. According to the statistical on
internet users survey in 2016, the adoption rate amongst Internet users was decreasing
as the range of age ascends. However, the average age of Internet users is 32.4 years
old which classified as the adult under age group significantly indicated that higher
age group joining the online community. In term of Internet experience, the average
years of internet experience for pre-teens and teens (up to 19) was 2.8 years, adults
(20-49) at 3.8 years. Consequently, these age group which is from teens to adults are
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high to be our targeted customers since they are the one who has contributed the
highest daily internet usage rate in Malaysia. (Malaysian Communications and
Multimedia Commission, 2016.) Despite the fact that the theme of the restaurant
mainly focuses on the apps function. As a result, consumers are more likely to dine in
a restaurant without moving around additional using fingertips to run all stuff in apps
instead of self-service. Not only that, the best service and food quality services are the
most concern part for the consumer to differentiate one restaurant with another
restaurant.

Targeting Market

Based on the targeting market, our restaurant will target for the group of customer
which is age in between 18 to 50 years old. Currently, the generation are more willing
to spend additional time on mobile phone application or in other words they tend to
follow the trend to have an updated lifestyle to share with their friends. Thus, this
targeted group of customer will increase value to our restaurant’s reputation and
enable to minimize the business risk. Moreover, our restaurant is located at Petaling
Jaya as the cost of living index rate is slightly higher than Kuala Lumpur.
(Numbeo,2017) Therefore, the economic environment is suitable for our restaurant to
carry on the business since our price range is around RM45 per person which is
considered reasonable to them with high-quality food. Thus, customers are more
willing to have their meal in our restaurant instead of other mid-rage restaurants.

In the targeting customer point of view, nowadays the generation tends to have a
comfortable, freedom and technology advancement environment. In order to compete
among other competitors and grab the intention of the customers, our restaurant has
no menu provided yet customer only knows what kind of cuisine will be serve
because nowadays people keep on confusing about where to have their meal and what
kind of food they want to eat during their lunch time as well as dinner time. Hence,
our restaurant could satisfied the customer’s needs and wants and fulfills the market
gap. Therefore, this is the advantages of our business to compete among other
competitors. In additional, customers are willing to enjoy their meal at our restaurant
as our restaurant has provided an app for them. It is very accessibility and useful as
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customer can do space reservation through the apps and the apps will notify the
customer about the space availability. This kind of technology advancement service
may bring convenience to the customer as they do no need to waste their time by
walking in to the restaurant and wait for the space available. Besides that, customer
will feel comfortable and relax as everything has prepare for them to enjoy.

Positioning
After we are done with targeting our markets, the following steps are to get proper
position of our customers. Positioning is a marketing strategy that aims to make a
brand occupy a distinct position, relative to competing brands in the mind of the
customer. (Business Dictionary. 2017) The difference between our restaurant and
other competitors is our restaurant uses an Application (App) to make reservation,
place order and so forth. By installing the application, our customers can know about
our restaurant detail and they can place an order only with the needs of logging-in to
their Facebook. After they are done the order, the customer will get a QR code which
is used as entries in our restaurant and food order. Since we are using the app to place
an order for the food, the customers will be able to get their order done without the
needs of hassle of waiting to be service to get their orders taken. Through the
improvement of technology environment, everyone can easily access the internet with
their mobile phone and know the services provided by our restaurant.

Since our restaurant is a new start-up business, we have to make an advertisement to

increase our restaurant popularity. An advertising through online is the easiest ways to
promote our restaurant and emphasize our restaurant is difference from other
restaurant in the market. An own business tagline can have a better in positioning to
our customer mind. Most of the famous product firms often have their own
company’s “tagline” that comes to their customer mind. A slogan or tagline can
influence your customer’s mindset on how to think about your company's products. It
also can make a different from the rivalry competitors. One of the examples is Nestle
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Company’s slogan “Enhancing quality of life and contributing to a healthier future”,

or their company tagline “Good Food, Good Life”. (Nestle, 2017). Our business
tagline is “Just scan and eat”. By just scanning the QR code, our customers can enjoy
their meals in our restaurant in a much simple and faster way.

Market Trends

In Malaysia, the revenue of Food & Beverages (F&B) industry is generating RM 102
million in year of 2017 and the average revenue per user (ARPU) in the F&B industry
is amount to RM68.93. The number of users in F&B industry is expected to reach
1.47 million by 2017 and the user of F&B industry is about to increase in 6.3% in
2017. Besides, F&B industry is expected to show a revenue growth of 41.8% in 2017
while expecting the revenue for following three years will decrease. (Malaysia Statista
2017)

A survey shown that consumers will do research before they buy something, it
includes food and beverages industries. With their smartphone, they can make
reservation easily via online, look through the comments given and even make
payments via a mobile apps About one third (34%) of Malaysian say they purchased a
product or service on their mobile device in the past six months. (Payment, 2017)
E-commerce will be essential in this competitive marketplace due to consumption’s
preferences. In Ranger, we encourage consumers to make reservation through our app,
so walk-in is unnecessary. We provide a convenient platform to ease customer on how
to dine-in in our restaurant as well as make prepayment by free downloading the app.

Furthermore, the trend in the food and beverages industry is that the customers
nowadays are focus more on their healthy lifestyle. As they wish to have a healthy
lifestyle, they will eventually tend to consume the food which contain of nutrition and
try to prevent consuming those manufacturing food which possess the seasoning and
artificial preservation (Schmidt 2016). One of the food that maybe recommended by
the customers is seaweed. This is due to seaweed has a lot of protein as well as this
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will benefit the human as it is healthy food and this is actually what the customers
want (Oliver 2015).

Lastly, the physical environment is a vital determinant of consumer’s psychology and

behavior. Several studies suggest that environment components have a major
influence on consumer inferences about quality. (Wall and Berry) Consumers mood,
is triggered by the physical environment, it influences quality expectation and
impression formation regarding the specific consumption experience. (Tuzunkan and
Albayrak, 2017) Thus, the actual food quality and loyalty could vary depending on
the psychological of consumers. It suggested that a pleasant restaurant could be the
key to attract consumers and boost up our profitability.

Competitive analysis

Direct competitor

Firstly, we only have one direct competitor which is restaurant “Dining in the Dark”
that located at Changkat, Bukit Bintang. Both of us using the same idea to run our
business which is dine without menu. But, our restaurant located at SS21, Petaling
Jaya. Since both restaurants are not located at the same place and the target market are
different, thus this might not become a big problem for us even though we are using
the same idea. For example, Changkat, Bukit Bintang is consider as tourist trap, so
“Dining in the Dark” had set their price more expensive since it is an opportunity for
them to earn profit. Their target customers are more to foreigner. For us, we set our
price at a reasonable range because Petaling Jaya is an area which have more
youngster and citizen. Our target customers is more focus on people that using apps
frequently and those peoples usually are youngster.

Indirect competitors

For us, our restaurant will serve Chinese and Western food to our customers. Thus, all
of the Chinese and Western restaurants which located in SS21, Petaling Jaya will
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become our indirect competitors because the food we served is close substitute
products. To compete with them, we will ensure that our ingredients are freshly
bought from the supplier every day to increase the quality and taste of food. Besides,
we bring in a fresh new idea into SS21 area which bring fun and good experience to
the customers. And the services we provided are better than other restaurant since we
are using apps to partly run our business. Customers just need to input their
requirement in the apps without getting waiter’s attention to demand for something.
The environment we provided are more concentrate on the cozy. Since we are in food
and beverage sector, hygiene is the important factor that we need to put in more effort.
(Refer to appendix 3 to 7)

Estimated Market Share Computations

Ranger Sdn Bhd earn up to RM 65,043 in the first year of operation. Based on the
revenue in the first year, we estimated that our restaurant can obtain a 0.05% of
market share in Food & Beverages industry (F&B) in 2017. To find out the Ranger
Sdn Bhd’s first year of market share, using RM65,043 divide by RM 130million times
100% so that we could get a 0.05% market share. After that, the revenue of second
year and third year amount to RM 182,321 and RM 253,464 so we estimate that in
second year will get a 0.14 % of market share and the third year will get a 0.19% of
market share.

Marketing Plan

Marketing Goals and Objectives

Ranger Sdn Bhd primary goal is to expand market share to stand a genuine position in
food and beverages industry and enlarge the outlets in domestic country through the
means of franchising in future. Ranger Sdn Bhd will take the first step to expand its
outlets in domestic country and slowly will expand to overseas. Moreover, Ranger
Sdn Bhd aiming to hit sales target annually, which the company sales and profits will
wants to increase steadily every year. For instant, Ranger Sdn Bhd will offer variety
dishes by once in a month to get the attention more potential customers and usually a
new product will gain high awareness of the people if the product quality itself is
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great and they will spread through word of mouth, thus it is also one of the marketing
strategies.

Furthermore, Ranger Sdn Bhd intends to develop a unique position in customers’

mind by using the marketing strategies. By launching a series of marketing strategies
and promotions, the target market will get exposure to the advertisement continuously.
After the advertisements and promotions, the familiarity of Ranger Sdn Bhd will be
built and the high position will be placed in the customers’ mind as they will
influenced by the advertisements as well as the uniqueness of Ranger Sdn Bhd will
always bear in their mind.

Product

Ranger Restaurant is a restaurant that offers a three-course meal high end theme
restaurant. The three-course meal basically will be appetizer such as salad or soup, a
main couse ended with dessert. As Ranger is serving tangible consumer product,
hence it is deliver directly to consumers.

Ranger restaurant will serve Western Cuisines and Chinese Cuisine, yet we will be
more focus on Western Cuisine. The signature dish of Western Cuisine highly
recommended will be the vegetable salad which is carrot soup with Dungeness crab
(Sunset. 2008. ) as an appetizer, Red Wine Bolognese spaghetti (glassofrose. 2012)
will be the main course ended with chocolate strawberry crumble ball. (Sunset. 2008. )
(Refer to appendix 8)

For Chinese Cuisine, we will serve chicken soup as appetizer (Dreamstime. 2017),
Steamed fish (Mengyu. 2017) as main course and a cup of ice-cream. We will prepare
the Western Cuisine for the first 4 days and the remaining days will be served as
Chinese Cuisine. As we are serving in three-course meal, hence our packages will
comes with drinks. For instance, we serve a variety of beverages including soft drinks,
a variety of coffee, smoothies, and fruit fusions. All will be prepare by our
professional bartender. (Refer to appendix 9-10)
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The menu of the restaurant is based on “random menu per day” concept, which
indicates that we serve our customer different food every day. The main purpose to
create this restaurant is to minimize the problem of people who face dilemma on
making decision on which food to choose and at the same time they are able to taste
delicious food in our restaurant. Ranger Restaurant will recruit an experienced chef
for kitchen management as well as food preparation. In the process of recruitment, the
members of the director will test and give comment on the food served by the chef to
ensure that the food quality is preserve.

Price

For Ranger restaurant, we have fixed our price as the customers will not have the
chance to choose the food. We have set different pricing for the breakfast, lunch and
dinner. For the breakfast (8:00am to 11:00am, Mon to Sat), we have set the price at
RM29.90 for adults and RM14.90 for child. For lunch (12:00pm to 4:00pm, Mon to
Sat) the price for adults and child are RM49.90 and RM29.90. Lastly, for dinner
(6:30pm to 10:30pm, Mon to Sat) the price we set for adults and child are RM59.90
and RM34.90. A person who are 5 to 12 years old are consider as a child. All prices
are subject to 10% service tax and 6% GST. Besides, for the customers who are first
time sign up for our apps and dine in our restaurant are entitled to 20% off on their
bill.

Operating Adults (RM) Children(RM)

hour

Breakfast 8am to 11am 29.90 14.90

Mon to Sat

Lunch 12pm to 4pm 49.90 29.90

Mon to Sat

Dinner 6.30pm to 59.90 34.90

10.30pm

Mon to Sat
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To increase our sales, we end up our price with 90sen. According to a paper published
in Quantitative Marketing and Economics by researchers at MIT and University of
Chicago’s Graduate School of Business, a price ending in 9 will increase demand. It’s
called price-ending effects. ( Sharka Chobot, 2016). This pricing ending effect are
best for new items that customers have seen less frequently in the past. (Anderson,
Simester, 2003).

Place

Since we are operating a restaurant, food ingredient is our main supplies. Therefore,
our distribution channel will be starting from food suppliers to customer’s stomach.
To ensure our food and beverages is in good quality, ingredients play an important
role at this. Hence, all of our suppliers are carefully selected based on their reputation,
ways to handle raw material, how fast the food can be delivered to our kitchen and
also the price in order to make sure our food supplies is stable and reduce supplier’s
bargaining power. There are several food suppliers dealing business with us, so we
can ensure that they will not arbitrary overcharge the price (Valencia 2017). For
instances, Global Specialty Ingredients (GSI), Golden Choice. These are wholesale
food and beverage suppliers in Malaysia which provide quality with value.

For GSL, it is a reputable company who awarded with halal by Jakim, Lloyds
Register, and also Kosher by court of Chief Rabbi Beth Din. For Golden Choice it is a
one-stop wholesale food and beverage supplier. Currently, we only offered one
channel of food served which is dine in as Ranger does not serve walk-in customer.
Simply to say that we only serve the customers who booking through our apps. We
intend to make it more systematic through using our app to make arrangement for
reservation, customer now no longer need to visit our restaurant by walk-in and
worried about full house. With smartphone on your hand, you can check which time is
available and make your reservation anytime, anywhere. It convenient the customer
can ease them in way of dine-in since people are busy in PJ area.

Promotion

Promotion is one of the essential elements in 4P as it provides some ways to enable to

grab the intention of the customer. In the Brick and Mortar business models, they tend
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to use all the ways as radio, television and newspaper advertising to advertise a new
restaurants. (thebalance,2017) However, the expenses are costly yet nowadays people
tend to rely on the different type of social media such as Twitter, Instagram, Flickr,
Pinterest and Facebook. In additional, this kind of social media can save your budget
and have a highly efficiency to advertise your business. Ranger Restaurant does
provide a mobile application for customer to function as an online restaurant
reservation tool (Vision Advertising,2017) in order to bring convenience to them
because it is fun to find out sometimes customer tend to make their reservation in just
a few clicks instead of giving a call. (wordstrem,2015) Moreover, our restaurant offer
customer to accumulate the points instead of seeing the amount they have spent in
dollar because customer would like to monitor their patronage in term of points.
Therefore, we offer the restaurant loyalty card to the customer while they are paying
the bills instead of paying with the credit cards. This efficient and simple option will
easily to track the customers’ reward status by using a point of sales system (POS).
Hence, customers may get some special offer or other promotion when they
accumulate a particular number of purchases. (webstaurantstore,2017)

Operations Plan

Our restaurant will be located at No.15, Jalan SS2/16, 47400 Petaling Jaya, Selangor,
which is the Central of the four areas (Kuala Lumpur, Sungai Buloh, Shah Alam and
Subang Jaya). The reason for us to choose this location is due to the heavy human
traffic. If we open at a heavy human traffic location, it is easier for us to attract more
customer. Since food is the most basic needs of human, everyone need to eat at least
two meals one way or another everyday. Thus, PJ area has a great potential for us to
start up a restaurant business and the idea of “without menu” is considered new in the
market. Since we do not have a specific menu, what to eat is no longer customer’s
concern. With this idea, we intend to attract more customers to come forward to our
restaurant. Our targeted customer will be medium to higher income level of customer
who are willing to spend and have the ability to afford these high-end restaurant,
which is the PJ area consumers.
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Our restaurant operation hour is starting from 8am until 10.30pm. Our working staff
is obligated to reach working place 2 hours before operating hour to get preparation
on track such as get the raw material ready, go through cleaning process and basic set
up before the business get started. There will be two chef who in charge of the kitchen,
1 cleaner and 2 waiters on the floor. Since we have no menu, the ordering process is
merely through the mobile apps, which is free to download. It consists of the time of
dining-in, type of cuisine to choose, and making the reservation, so customers need
not to walk-in and check for available tables. Additionally, it is a more convenient
way for us to prepare the food and make prediction of ingredient because the time of
dine-in is predetermined through our apps. In this case, we are able to increase our
serving efficiency and customer get to enjoy their food within 5 minutes right after
they arrived. Beside this, the mobile apps will aid us on ingredient prediction which
could reduce the cost of raw materials. Some restaurant tends to spare an excessive
amount of ingredients and ended up throwing them without using at the end of the day.
In Ranger Restaurant, we can make basic prediction based on the orders we get
through apps to keep our cost under control.

Our restaurant, Ranger will be divided into two sections, which is the kitchen section
and the floor section. In kitchen section, there will be two chefs in charge. The basic
requirement for chef is with a minimum of 3 years working experience in cooking and
have to achieve the food test qualification by our top management. This is to ensure
the best quality of food is served to fulfill our customers stomach. (Refer to appendix
11) Meanwhile, the floor section will have 2 receptionists standing by and one of the
management team. Our receptionist must have at least 1 year working experience and
body-clean (no tattoo). The outlook of our floor-runner is important as they represent
the image of our restaurant.

It is crucial for us to build a well-established relationship with suppliers. In order for

us to do that, we will always keep our supplier up-dated on the feedback that we
received from our customer. For example, customers are allow to comment on the
feedback session which can found in the mobile apps or we ask them orally about
their experience in our restaurant, thoughts about our dishes, and some suggestion.
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We will let the suppliers know about our customer’s thoughts and suggestion so that
the supplier can improve on their quality of products. Other than that, we will always
make our payment on time. We keep our promise with our suppliers so that we can
build a good relationship with our suppliers.

Layout of our restaurant (Refer to Appendix 12)

To operate a restaurant, it does not only require to design the restaurant’s name and
menus. The necessity of having a good design for the restaurant is a must. We have to
fully utilize every space of the restaurant. The layout of the restaurant will be included
with a kitchen, staff corridor office, male and female sanitary, dining area, and
receiption counter. The restaurant’s internal dimension is around 1600 square feet by
the length of 80ft times the width of 20ft.

From the layout, our main door will be located at the East side while the counter will
be placed at the South center side from the layout. The dining area will be able to fit
in about 36 numbers of customers to enjoy their meals. Located north from the layout
with is not far from the dining area, there would be a sink for the customers to wash
and clean. The sanitary would be located at the South-west of the layout. It is divided
into 2 for men and women.

Lastly, the kitchen area is one of the most important and core of the restaurant. The
needs of it to be big and spacious in order to fit in the oven, fridge, sink, topping shelf,
kitchen isle and so on. Located at the furthest North-west of the layout will be the
cooler or cold storage room for the kitchen’s usage. There will also a storage room to
keep dry stocks right beside the cooler room and a staff locker room right after it.
Centered right in the kitchen area will be the cooking stove and etc. To the East of the
cooking stove would be the kitchen isle while to the West of it is the sink for the
cleaning and washing purpose of the ingredients or plates.

Main Suppliers
 17

The suppliers of Ranger Restaurant is Supplybunny and Jaya Grocer. There are few
reasons we used to choose these two suppliers such as the premium quality of the raw
materials, the low prices as well as no delivery costs. First and foremost, Supplybunny
is one of the best suppliers as compare to others in PJ area, the is due to the privilege
of choosing from various fresh chicken, fresh frozen vegetables and so forth. For
instance, we can pick a particular part of the chicken we wish to buy in bulk instead of
purchase the whole that of the chicken. The price offered by the supplier is reasonable
and these food are of good quality. Furthermore, Supplybunny provides delivery
service where we can order online and there is no shipping fee incurred.
(Supplybunny for your Cafe and Restaurant needs, 2017). Not only that, we can
compare the wholesale price offered by different suppliers freely before purchase and
most are imported products. Whereas it is the wide range of the products an by Jaya
Grocer and usually we are able to get a lower price when it has special events. And
the products are come in with high quality and can last longer, thus we have
alternative choice either choose to get materials from Supplybunny or Jaya Grocer.
Both of the suppliers provide delivery service and it is convenient for us without the
drive to the physical shop in the case of emergency. (Jayagrocer.com, 2017).

Management Plan

A successful business must be carry by a group of people who are very trust in each
other, always positive minded with the concept of patience and persistence and have
the desire to achieve the vision and mission in order to make the business have a good
performance. In my business, our management team is build up with high discipline
and efficiency and high knowledge of the business especially in marketing and
restaurant management. We will employ an outsider with Degree in Business with
three years of experience to be our Operation Manager.

Operation Manager

A professional outsider will be hired as Operation Manager to run the business. His role
is to direct and coordinates the internal structure of an organization according to the
company policies, goals, and objectives to ensure an efficient working environment and
that deadlines are met consistently. An operations director may be the one to suggest
 18

and outline these goals and objectives. His job duty is to provide an execute plans
designed to meet company goals by changing policies and coaching employees.
Besides that, he need to assists upper management in setting goals that promote
company growth and oversees daily activity of the team. Moreover, he/she need to
make sure customer requirements are met in a timely manner and others.

Operation

Ms Ong Yi Min and Ms Tiew Mei Qing have considerable experience in monitoring
and analyzing the production of goods and provision of services and they has just
received their bachelor of degree in finance and investment from TARUC. Their roles
are to make sure an organization day to day activity is running as well as it possibly
can and with a smooth efficient service that meets the expectations and needs of
customers. Moreover, they will improve the management if necessary by training and
supervising new employees and tracking and measuring staff performance. Hence, this
position plays a vital role in every single company.

Human Resource

Mr Chan Qi Da has just received a bachelor of degree in finance and investment from
TARUC. He will act as human resource representative. His responsibilities is to guides
and enhance the overall organization's human resources by planning, implementing,
and evaluating employee relations and human resources policies, programs, and
practices. Besides that, one of his duties is maintaining the work structure by updating
job requirements and job descriptions for all positions. Moreover, another duties is to
maintain organization staff as his position is to coordinates the implementation of
people-related services and counseling. This position is act as a vital role due to his
compulsion for the development of process and metrics that support the achievement
of the organization’s business goals.

Marketing and Promotion

Mr Lee Kok Foong has just received his bachelor degree in finance and investment in
TARUC. He will act as marketing and promotion representative. In order to function
well, he needs to generate the interest in a product or service by promoting and
advertising. He needs to alert on researches and analyses market trends, demographics,
 19

pricing schedules, competitor products, and other relevant information to form

marketing strategies. Moreover, another duty is negotiating the agreement of
advertisement and executing the promotion and marketing plan such as which media
to advertise in such as radio, television, newspaper and online media (Facebook,
Twitter, Linkedin, Yelp and WordPress)

Financial

Mr Nelson Yew Weng Hou is the one who obtained a very excellent results in
accounting even though his is fresh graduate in bachelor of degree in finance and
investment from TARUC. He has a wealth of experience in managing finance because
he has served as treasurer in finance society during college time. His responsibilities
including check and balance the day-to-day financial operations within the company,
such as payroll, invoicing, cash flow, budget and other transactions. Furthermore, he
needs to research and analyze the financial reports and market trends. In other words,
just in case the financial risk occurred to the company therefore needs to seek out the
methods for minimizing it.

Legal Structure

Our company has registered as a private limited company under Mypec SME bank.
Private limited company is a type of business entity limits owner liability to their
shares, limits the number of shareholders to 50, and restricts shareholders from
publicly trading shares.

Board of Directors

Our company have five shareholders which is Chan Qi Da, Lee Kok Foong, Nelson
Yew Weng Hou, Ong Yi Min and Tiew Mei Qing. Each of us own 20% of the shares
and has invested an amount of RM20,000 into our restaurant.

Organization Chart

Our restaurant has own an organization chart:

Operation Manager
 20

Financial Marketing and Operating Human Resource

Promotion

We plan to hire two chefs, two service staff who able to handle walk-in customers and
also one cleaner to take care of restaurant’s hygiene.

Financial Plan

Estimation of Initial Capital Funding

Ranger Sdn Bhd will required a total cost of RM310,000 for starting and launching its
business. From the total initial capital of RM310,000, RM197,350 is uses to
purchase those non-current assets such as equipment for the kitchen equipment and
utensils, furniture and computer as well as renovation of the premises. (Refer to
appendix 14) The expenses on deposits and prepayment will be RM22,000. (Refer
to appendix 13) The another RM79,200 is for the working capital which projected
based on 3 months. All those expenses are sourced from the investment of total
RM100,000 by the partners and RM210,000 from the bank loan of MyPEC SME
Bank.

Table of Assumptions

Ranger Sdn Bhd has forecast the revenue and cost for its business. The average
revenue for each customer will be RM45. On the other hand, each customer will cost
Ranger Sdn Bhd a total RM30 on average. The number of customers who served by
Ranger Sdn Bhd is expected to increase gradually from first month to month twelve of
the first year which is from 103 people to 128 people per month. The sales of the
restaurant is also prospected to be raised up by 20% for the second year and follow
by 30% in the third year. So, the total revenue for first, second and third year will
be RM728,478, RM874,172 and RM1,136,426 respectively. The cost and expenses
 21

incurred for continuing the business are projected to be remain at 20% for year 1 and
year 2 while increased by 30% for year 3. (Refer to appendix 15)

Pro Forma Income Statement

This is a statement where the management of a company foresees and plans the
transaction which will occur for the business in advance and it shows the result of
transaction whether there is a profit or loss (Boundless 2017). This statement will help
the management to control and lead the company better in the future. As the number
of customers is expected to increase, the gross profit will also increase from first
month to month twelve of the first year which is from RM27 to RM54,027. So, the
total gross profit estimated for first year will be RM582,782. The gross profit for
second year and third year will be total RM699,338 and RM795,498. Moreover, the
expenses for each month in first year is RM36,344 without the interest expenses. This
is because the vary interest amount will be paid and total cost for the first year is
RM447,538. While RM476,995 and RM486,396 will be the total expenses for year
two and three. Most of the business will incur a loss in the first year because of the
heavy initial cost. So, Ranger Sdn Bhd will has losses form first month to month
number six and start to gain profit with RM4,389 on month seven as well as its
total net profit in first year is RM65,043. This figure will increase in year two
which is RM182,321 and RM253,464 for year three. Even though the business only
earn a cumulative profit with six months but it is not too late as this is only for the
first year. (Refer to appendix 16 and 17)

Pro Forma Cash Flow Statements

A pro forma cash flow is the amount of cash inflows and outflows which measured in
advance to predict the situation which maybe face by the management in the future or
a specific period of time (Bragg 2013). This will help the management team to predict
when they will have a shortage or surplus of cash and it can also help in the planning
of marketing strategies as they have the budget. The cash inflow on pre-operating
month is RM310,000 as with the merge of capital injection by partners of RM100,000,
bank facilities of RM210,000. While the cash inflow on first month in first year
will be approximately RM65,267 which RM65,240 as beginning cash and RM27 of
 22

sales revenue estimated for first month. Cash inflow for the second month will have a
huge different with first month because there is only a figure to support which is sales
revenue of RM44,321. However, this figure will be strengthen and improved slowly
to RM54,027 in month twelve as the sales revenue is projected to increase. As a
conclusion, the restaurant is manage to cover and stable the cash flow of RM186,502
in the end of 2018. (Refer to appendix 18)

Ratio Analysis and Breakeven Analysis

Ranger Sdn Bhd is predicted to gain 80% for year one. Gross profit for year one is
RM582,782 and it is lower than year two and three which are RM699,338 and
RM795,498. The sales revenue for these three years are RM728,478, RM874,172 and
RM1,136,426. As a result, the GPM for year one will be lower than the next two years.
When the awareness of customer is higher in year two and three, the GPM figure
starting to increase as 120% for year two and 130% for year three. (Refer to
appendix 20) This means that the business of Ranger Sdn Bhd become better and
healthier as the GPM is increase with the help of marketing efforts.

The Operating Expenses (OPEX) of year one, two and three for Ranger Sdn Bhd are
61.43%, 54.57% and 42.80%. All these three figure shows that Ranger Sdn Bhd has
a moderate management team and it is operating under a favourable condition as the
OPEX figure is decrease year by year. But, the sales projected for those three years
also increase gradually from RM728,478 in first year to RM1,136,426 in third year.
As an impact, the management team of the restaurant is predicted to be able in leading
the business on the right track. (Refer to appendix 21)

Third, the operating income (OI) is also known as net profit before tax. Ranger Sdn
Bhd is projected a total amount of RM65,043, RM182,321 and RM253,464 for its
net profit in year one, two and three. This figure means the restaurant is perform well
and in the profitable situation as year by year. In a nutshell, the OI figure is going to
improve in the following years.

Lastly, it is great to say that Ranger Sdn Bhd is able to break through the losses and
gain profit in the first year if follow the procedures. Breakeven is to show when the
restaurant can actually break through the losses incur and clear all its debt as well as
starting to make profit. The last negative figure of cumulative loss in pro forma
 23

income statement is on month six with losses of RM4,463. On month seven, the
restaurant is able to cover all the cumulative loss with a net profit of RM8,851.
Simply say that, the breakeven point is RM559,423 which is between September and
October of 2018 and it can be concluded that breakeven is achieved at some point
which is 9 to 10 months after opening. (Refer to appendix 21)

Potential Risk Factors

According to Robert Fiorito, Vice President with HUB International Northeast stated
that restaurant industry can be an adventureuos business because of its potential
liability exposures are vague to identify and addressed before the claim is filed.
Owners will be aware of the high costs incurred in the restaurant and often bear in
mind when evaluating the potential policy. Hence, a good critical risk analysis could
aid owners to run the business effectively in order to minimize the exposure risks.

The first probable risk of Ranger Sdn Bhd is food-spread disease. In the restaurant
industry, there is always a terrifying risk that the foods or drinks provided by a
restaurant may be contaminated and can incur certain illnesses like Salmonella, E-coli
and etc (Fiorito 2016). If such incident is not being suppressed, it may end up ruining
the credibility of the restaurant and leading to a padlock of the entire business. To
prevent this kind of disaster, Ranger Restaurant has to apply strict regulations on
controlling the safety and quality of the food-handling practices. The food handlers of
the restaurant must be required to undergo relevant trainings in order to have essential
expertise in processing the different types of foods safely. Moreover, the hygiene of
the restaurant premises needs to be meticulously maintained and the supplies of food
materials must be ensured to be reliable.

The second critical risk that may faced by Ranger Restaurant is the pricing that
offered by suppliers. The risen in cost of raw materials may lead to an increase in the
price offered to customers. Therefore, price uncertainties could affect everyone within
the food industry from the supplier right through to the restaurant business and
ultimately the customers. It will directly affect the sales as well as reduce the profit
margin. In order to mitigate this kind of risk, a strong supplier relationship is indeed
where Ranger Restaurant will keep suppliers happy by doing the little things such as
paying invoices on time. As building strong working relationship with suppliers can
 24

help us make compromises and reach fair prices even during hard times. Besides that,
we can straight away purchase the raw materials from farmers instead of the retailers
in supermarket. For our information, we are able to get the cheaper price from farmers
rather than retailers at the same time we can also get the fresh raw materials. By
engaging smallholder farmers brings benefits for us such as food safety and
traceability. For instance, the fertilizer use, pesticide use and water use by the farmers
could produce sustainable raw commodities. The most importantly is we could get the
fresh and cheaper price of raw materials. Thus, food poisoning could prevent and
lower the cost of production.

Implementation Plan

Our initial milestones schedule are as follows: (Refer to appendix 22 and 23)

Task 1-Carry out pre-operating meeting

The management team began to carry out the pre-operating meeting in one of the
member’s house. The team had make a summary of alignment the team about the
same set of goals, make sure everyone engage in the mission to meet those goals and
predict whether the corporate goals will actually be met and react nimbly when
roadblocks pop up.

Task 2-Location selection

Through the survey of the iProperty, we had successfully found a central business
area in Damansara Utama, Petaling Jaya and signed a rental contract with the owner
for three years.

Task 3-Finding supplier

We took about 21 days to do survey on chooing suppliers and lastly we decide to get
supply from Supplybunny and Jaya Grocer.

Task 4-Register the business and obtain license

The management team apply registration from Suruhanjaya Syarikat Malaysia (SSM)
which is in the form of private limited company. And, the registration is approved.
 25

Task 5-Renovation and design the restaurant

The management team finds several upfitter and decorator for painting and designing
the wallpaper. They also arrange for dining and kitchen utensils and all suppliers have
been contacted.

Task 6-Software maintenance apps

The management team create an apps for Ranger Restaurant use for multiple function
such as making reservation, prepayment, order food, collect points etc.

Task 7-Pre lauch

Before officially operating the business, the management team had do some
promotions, for instance discount 20% of total bill for first-time customer by posting
in Facebook, Instagram and other social media to attract customers.

Task 8-Restaurant is officially open

Ranger Restaurant announced that several promotions given to customers.

Task 9-Implement marketing and promotion programmes

The management team develop few strategies to grab the customer’s attraction and
tend to increase sales.

Task 10-Annual business review

To make sure that business is on trend and sales is growing as well as to achieve the
short term goal which is open outlet throughout the West Malaysia.

References

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<http://www.businessdictionary.com/definition/positioning.html.>

Nestle, 2017 Viewed on 19 Nov 2017. <https://www.nestle.com.my.>

 26

Concordia University, St. Paul Online. (2012). Why Do 90% of Restaurants Fail in
the First Year - Concordia University, St. Paul Online. Viewed on 16 Dec 2017
<https://online.csp.edu/blog/business/why-do-90-of-restaurants-fail-in-the-first-year>

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Dec 2017.
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<https://www.vision-advertising.com/restaurant-marketing-tips-success-online-and-in
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<https://en.wikipedia.org/wiki/Damansara_Utama.>

Flatt, M. (2017). Behavioral Segmentation: How It Works For Restaurants.

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<http://blog.bloomintelligence.com/behavioral-segmentation-how-it-works-for-restau
rants.>

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on 5 Dec 2017,
<https://totalfood.com/identifying-mitigating-prevalent-restaurant-industry-risks/>.

Glassofrose. 2012. Red Wine Bologna Sauce. Viewed on 26 Nov 2017

< http://glassofrose.blogspot.my/2012/11/red-wine-bolognese-sauce.html>

Infoentrepreneurs.org. (2017). Develop your management team. Viewed on 16 Dec

2017.
<http://www.infoentrepreneurs.org/en/guides/develop-your-management-team/>
 27

Jayagrocer.com. (2017). Jaya Grocer - Fresh Groceries, Delivered to you. Order

Online Now. Viewed on 28 Dec 2017 <https://www.jayagrocer.com/>

Learning, B., 2017. ACCA P5 Advanced Performance Management. BPP Learning

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on 2 Dec 2017 <https://www.numbeo.com/cost-of-living/in/Petaling-Jaya>

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<https://www.statista.com/outlook/253/122/food-beverages/malaysia#>.

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<http://www.fooddive.com/news/top-10-food-and-beverage-industry-trends-and-why-
they-matter/404484/>.

Restaurant, S. (2003). Starting a Loyalty Rewards Program For Your Restaurant.

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<http://blog.marketresearch.com/3-big-trends-shaping-the-food-and-beverage-industr
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<http://www.myrecipes.com/recipe/carrot-soup-with-dungeness-crab>
 28

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<http://blog.supplybunny.com/fresh-chicken-supplies-wholesale-price/>

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 29

Appendices

Appendix 1- Map of Ranger Sdn Bhd

Appendix 2-Suppliers at PJ area

Name Ranger Dining in the BMS Organic Epicuro Lafayette Nara Kitchen
dark and Co
Taste Even Even Advantage Disadvantage Advantage Advantage
Freshness Advantage Even Disadvantage Disadvantage Disadvantage Advantage
Price Advantage Disadvantage Disadvantage Disadvantage Disadvantage Disadvantage
Environment Advantage Advantage Even Even Advantage Advantage
Service Advantage Advantage Even Advantage Advantage Advantage
Hygiene Advantage Even Even Even Even Even
Location Even Disadvantage Even Even Disadvantage Even
Quality Advantage Advantage Even Even Advantage Even
Branding Disadvantage Advantage Advantage Advantage Advantage Advantage
Nutrition Even Even Advantage Even Advantage Even
value

Appendix 3-Competitor analysis grid for Ranger Restaurant

 30

Appendix 4-Indirect Competitor’s review

Appendix 5-Indirect Competitor’s review

Appendix 6-Indirect Competitor’s review

 31

Appendix 7-Indirect Competitor’s review

Appendix 8-Western Cuisine 3 course meal

 32

Appendix 9-Chinese Cuisine 3 course meal

Appendix 10- Different type of beverages

 33

Appendix 11- Recipe of Western Cuisine and Chinese Cuisine

1. Red Wine Bolognese Spaghetti

Ingredients: butter, onion carrots, white rice, bay leaf, dried spaghetti, chopped
tomatoes, slightly salt and pepper. The ingredients of the carrot soup included butter,
onion carrots white rice, bay leaf and so on. The first step to prepare this soup is to
prepare the seasoning and fried the onion become light golden, then add 5 cups of
water and mixture to a boil. After this reduce the heat and simmer about 25minutes.
The following step is toss crab and lemon juice. Put the equal mound of crab in the
middle of bowls. For the red-wine spaghettis, is prepare the red-wine source with the
chicken and seasoning. This dish is quite simple but it is very special in Malaysia.

2. Creamy Carrot Soup

Ingredients: butter, extra-virgin olive oil, chopped onion, chopper celery, chopped
garlic, fresh thyme, chopped carrots, water, reduced-sodium chicken broth. Heat
butter and oil in a Dutch oven over medium heat until the butter melts. Add onion and
celery; cook, stirring occasionally, until softened, 4 to 6 minutes. Add garlic and
thyme (or parsley); cook, stirring, until fragrant, about 10 seconds. Stir in carrots. Add
water and broth; bring to a lively simmer over high heat. Reduce heat to maintain a
lively simmer and cook until very tender, about 25 minutes. Puree the soup in batches
in a blender until smooth. (Use caution when pureeing hot liquids.) Stir in
half-and-half (if using), salt and pepper. Cover and refrigerate for up to 4 days or
freeze for up to 3 months.

3. Crispy Deep Fried Fish and Chip

Ingredients: 1 teaspoon baking powder, 1 teaspoon salt, 1 teaspoon ground black

pepper, 1 cup of milk, 1 egg, 1 wuart vegetable oil for frying, and 1 and a half pounds
cod fillets. Heat oil in a deep fryer to 365 degrees F (185 degrees C). Rinse fish, pat
dry, and season with salt and pepper. Combine flour, garlic powder, paprika, 2
teaspoons salt, and 2 teaspoons pepper. Stir egg into dry ingredients. Gradually mix in
beer until a thin batter is formed. You should be able to see the fish through the batter
 34

after it has been dipped. Dip fish fillets into the batter, then drop one at a time into hot
oil. Fry fish, turning once, until both sides are golden brown. Drain on paper towels,
and serve warm.

4.Sirloin Steak with Garlic Butter

Ingredients: 1//2 cup of butter, 2 teaspoons garlic powder, 4 cloves garlic, minced, 4
pounds of beef top sirloin steaks, slightly salt and pepper. Preheat an outdoor grill for
high heat. In a small saucepan, melt butter over medium-low heat with garlic powder
and minced garlic. Set aside. Sprinkle both sides of each steak with salt and pepper.

Grill steaks 4 to 5 minutes per side, or to desired doneness. When done, transfer to
warmed plates. Brush tops liberally with garlic butter, and allow to rest for 2 to 3
minutes before serving.

5.Grilled Chicken Chop

Ingredients: 1/4 cuo balsamic vinegar, lemon juice, 2 tablespoons of olive oil, Dijon
mustard, brown sugar, 1 tablespoon of worcestershire sauce, 2 cloves garlic, minced
and 1/2 teaspoon of fried thyme. Preheat the grill to high. Preheat the oven to 350
degrees F. In a saucepan over medium-high heat, add 1 tablespoon olive oil and 1
tablespoon butter. Add the onions and cook for 1 to 2 minutes until fragrant. Add the
roasted garlic paste and potato. Mix well. Cook for 2 minutes, then add a splash of
white wine and 2 cups chicken stock. Bring to a simmer. Cook until potato is tender,
about 8 to 10 minutes. Once tender, add the cream and lemon juice. Season the
mixture with salt and pepper, to taste. Remove from the heat and allow to cool
slightly. Once cooled add the mixture to a blender. Add a bunch of chives, remaining
1 tablespoon butter, and 2 tablespoons chicken stock. Pulse until pureed and smooth.

Season the chicken chops with salt and pepper, to taste, and drizzle with the
remaining olive oil. Put the chops on the hot grill and cook for 4 to 5 minutes on each
side. Transfer the chops from the grill to sheet pan and bake in the oven for 6 to 8
minutes. Remove the pan from the oven and arrange the chops on a serving platter.
Serve with roasted garlic and chive puree.
 35

6. Chicken Soup

Ingredients: Skinles chicken breast, chopped fresh root ginger, chopped garlic, wheat
noodles, sweetcorn, thinly sliced mushrooms, shredded spring onions and soy sauce.
Pour the stock into a pan and add the chicken, ginger and garlic. Bring to the boil,
then reduce the heat, partly cover and simmer for 20 mins, until the chicken is tender.
Remove the chicken to a board and shred into bite-size pieces using a couple of forks.
Return the chicken to the stock with the noodles, corn, mushrooms, half the spring
onions and the soy sauce. Simmer for 3-4 mins until the noodles are tender. Ladle into
two bowls and scatter over the remaining spring onions, herbs and chilli shreds if
using. Serve with extra soy sauce for sprinkling.

7. Steamed Fish

Ingredients: Whole white fish such as sea bass, branzio or flounder, kosher salt, fresh
ginger, light soy sauce, rice wine, scallion, cilantro sprigs and canola oil. Rinse the
fish in cold water and pat dry with paper towels. Season the fish inside and out with
salt and pepper. Place the fish on a heatproof plate that is both large enough to
accommodate it (a glass pie plate works well) and will also fit inside your steamer,
bending the fish slightly if it is too long. Stuff half of the ginger inside the cavity of
the fish and spread the remaining ginger on top of the fish. Pour water into a wok or
stockpot and set a steamer in the wok or on the rim of the stockpot. Make sure the
water does not touch the bottom of the steamer. Bring the water to a boil over high
heat. Place the plate holding the fish in the steamer, cover, and steam for about 8
minutes, until the fish flakes easily when tested with the tip of a knife. While the fish
is steaming, in a small bowl, stir together the soy sauce, wine, and 1 tablespoon of
water. Set aside. When the fish is ready, carefully remove the plate from the steamer
and pour off any accumulated liquid. Lay the scallion and cilantro along the top of the
fish. In a small sauté pan, heat the oil over high heat until it is hot but not smoking.
Remove the oil from the heat and pour it directly over the scallion and cilantro to
"cook" them. Drizzle the soy mixture over the fish and serve immediately.

8. Gongbao Chicken
 36

Ingredients: Marinade; 1 tablespoon of soy sauce, 2 teaspoons Chinese rice wine or dry
sherry, 1 and a half of teaspoons cornstarch, 1 pound boneless, skinless, chicken breasts
or thighs, cut into 1-inch cubes.
Cut chicken as evenly as possible into half-inch strips, then cut strips into small cubes.
Place in a small bowl. Add marinade ingredients and 1 tablespoon water to bowl. Mix
well and set aside. Peel and thinly slice garlic and ginger. Chop spring onions into
chunks as long as their diameter (to match the chicken cubes). Snip chiles in half or
into sections, discarding their seeds. In a small bowl, combine the sauce ingredients.
Heat a seasoned wok over a high flame. Add oil, chiles and Sichuan pepper and
stir-fry briefly until chiles are darkening but not burned. (Remove wok from heat if
necessary to prevent overheating.) Quickly add chicken and stir-fry over a high flame,
stirring constantly. As soon as chicken cubes have separated, add ginger, garlic and
spring onions and continue to stir-fry until they are fragrant and meat is just cooked
through (test one of the larger pieces to make sure). Give sauce a stir and add to wok,
continuing to stir and toss. As soon as the sauce has become thick and shiny, add the
peanuts, stir them in and serve.

20ft

80ft

Appendix 12- Layout of the Restaurant

37
 38

Appendix 13- Start-up Capital

 39

Appendix 14- Capital Expenses

 40

Appendix 15- Projected Sales

 41

Appendix 16- Proforma Profit and Loss Statement 2018

 42

Appendix 17- Proforma Profit and Loss Statement 2019&2020

 43

Appendix 18- Proforma Cash Flow Statement 2018

 44

Appendix 19- Proforma Cash Flow Statement 2019&2020

 45

Appendix 20- Proforma Balance Sheet 2018, 2019&2020

46
 47

Year
Year 1 Year 2 Year 3
Ratios

= Gross Profit / Sales = Gross Profit / Sales = Gross Profit / Sales

Gross × 100% × 100% × 100%
Profit = RM582,782 / = RM699,338 / = RM795,498 /
Margin RM728,478 RM874,172 RM1,136,426
(GPM) = 80% = 80% = 70%

= Total Expenses / = Total Expenses / = Total Expenses /

Sales × 100% Sales × 100% Sales × 100%
Operating
= RM447,538 / = RM476,995 / = RM486,396 /
Expenses
RM728,478 RM874,172 RM1,136,426
(OPEX)
= 61.43% = 54.55% = 42.80%
 48

= Net Profit / Sales × = Net Profit / Sales × = Net Profit / Sales ×

Operating 100% 100% 100%
Income = RM65,043 / = RM182,321 / = RM253,464 /
(OI) RM728,478 RM874,172 RM1,136,426
= 8.93% = 20.86% = 22.30%

Year Year 1
Breakeven
= Days + (Cummulative loss / Net Profit
× Days)
= 255 days + (RM4,815 / RM9,550 x 26
Days)
Breakeven Analysis
= 255 Days + 13 Days
= 268 Days

Appendix 21- Breakeven Analysis

 49

Appendix 22-Gantt Chart of Pre-operating Activities

 50

Appendix 23-Gantt Chart of Operating Activities

 51

MyPEC
Stuff: Hi, this is MyPEC. May I help you?
Director: Ya, I am calling from 2 RFI 11 (A) and may I know how am I going to
incorporate my company?
Stuff: May I know who is your lecturer and tutor?
Director: My lecturer is Mr James Teo and my tutor is Ms Rosalind Joyce.
Stuff: May I have your company name?
Director: Yes, Sure. My company name will be Ranger Sdn Bhd.
Stuff: OK, thank you. So, you have to download the application form for
incorporating a company from skola and you have to transfer a total amount of
RM120 as for registration fees. After you had transferred the amount, please gave us
your receipt as a proof.
Director: OK, so how I send all those supporting documents to you once I have fill in
the application form.
Stuff: You have to email us your application form along with the receipt.
Director: OK. So, may I have your email address please?
Stuff: Yes, the email address is mypecroc@gmail.com.
Director: OK.
Stuff: Your application will be entertain within 3 working days.
Director: OK, thank you. Bye
Stuff: Thank you, bye.
 52

MyPEC SME Bank

Stuff: Hi, MyPEC SME Bank.

Director: I would like to know what is the supporting documents that I need to
provide if I want to apply for bank loan.

Stuff: May I know your group code?

Director: Yes, my group code is 2 RFI 11 (A).

Stuff: OK, so you have to download and fill in the MyPEC SME bank loan
application form from Skola, company incorporation statement, projected revenue and
sales, projected cash flow, projected Statement of Profit and Loss and your business
profile.

Director: OK, so after I send all these documents to you, do I still need to call you
again?

Stuff: No, you do not need to call us again.

Director: OK.

Stuff: Are you going to purchase a premises or rent a shop for your business?

Director: I think I will rent a shop at first.

Stuff: OK, so may I know what is your purpose to apply for loan? What will you buy
is you get the bank loan?
 53

Director: The purpose of applying the loan is to provide a higher start-up capital for
my business and I am going to purchase all those equipment like computer, chairs,
table and renovation for the shop.

Stuff: OK, for your interest, the interest rate for bank loan is maximum 2.5% and a
base rate of 3.5%. We will normally approve only 80% of the amount that you request
as the bank loan and the repayment period will be 5 years. Do you need Overdraft
service?

Director: I think I do not need it.

Stuff: OK, so you have to send all the documents to mypecsmebank@gmail.com and
you have to wait 3 working days for use to process your application.

Director: OK, may I repeat your email address which is mypecsmebank@gmail.com

right?

Stuff: Yes. Please provide us your group code and company name in the subject of
the email.

Director: OK, thank you.

Stuff: Thank you.