AROWANA DYNASTY SDN.BHD.

Company History
Arowana Dynasty Sdn. Bhd. is the Malaysia premiere arowana breeding and export company which supplying quality arowana fishes to their valuable customers locally and around the world. This company well established since year 2004 and specializing in Malaysian crossback golden, red arowana, super high back golden, red tail golden, banjar red, green arowana and silver arowana.

Arowana Dynasty Sdn. Bhd. fish farms are located in Bukit Merah, Taiping, and Perak D.R. Malaysia. The farms stay next to the native forest so that the ponds are supplied with the most pure and abundance source of clear water for the best quality of Asian Arowana. The total operating culture ponds counted 200 pieces. The latest farm operated at about 20 acres land in Bukit Merah. The companys target is to reach 100 acres within 5 years time.

The company keeps the passion in providing products of the highest value and consistent quality to their customers and to continually improve every work process in the system which develops, produces, markets and services these products. The export market mainly focuses Japan, Korea, China, Taiwan, Australia, USA and Europe. The business service is also included giving breeding service for those who want to invest in breeding of Arowana Fish. Arowana Dynasty Sdn. Bhd. is CITES approved as Asian Breeder and exporter specialized in Red Arowana. They promise to achieve the world class arowana breeder to preserve and prolong the existence of endangered arowana fish in near future.

The keeping of Arowana fish in aquariums in Malaysia, Singapore and Indonesia began in the early '70's and gained quickly in popularity during the '80's. This interest then spread to other countries like Thailand, Taiwan, Hong Kong and Japan in spite of the fish being listed as an endangered and protected species and prohibited from trade worldwide by the Convention in Trade in Endangered Species of Flora and Fauna CITES; only allowing limited trade of an allocated annual quota from Indonesia. However, Malaysias success in documenting the breeding of this fish in captivity caused CITES to approve worldwide trade of such Malaysia captive-bred dragon fish.

Arowana fish are found in South East Asia where it is popular and expensive. Each has its unique feature and colour, for example, Malaysia has her Gold Dragon Fish and Green Dragon Fish whereas Indonesia has her Red, Red-tail Gold and Green Dragon Fish. We can classify them according to these species:

Indonesian Red-tail Gold Arowana Malaysian Gold Arowana or Malayan Bonytongue Green Arowana Super High Back Golden
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Banjar Red Silver Arowana

The Arowana Fish from S.E. Asia as compared to the South American Arowanas have rounder and broader bellies. When young, their back portions are horizontal. When fully grown, their backs become slightly arched. The depth of their body - is from 4 to 5.5 inches. Scales are coarse and big. Pelvic Fin and Anal Fin are of the same length. Caudal Fins have 2 shapes - Pear and Fan; 3 back fins (tail, anal, dorsal) are not joint; Mouth extremely big and slanting, the slit extends beyond the eyes, teeth tiny, closely packed and sharp, mouth is rectangular in shape when open. Eyes are big. A pair of mandibular barbels grows out of the tip of its lower mouth. This fish can grow up to 30 inches weighing 7 kilos in an Aquarium.

Breeding is not easy. Each time, approximately 40 to 70 eggs are laid of diameter about 1.72 cm. This fish is a mouth brooder. When hatched, the baby fishes cluster within the male Dragon Fish's mouth for protection. Normally, it is the male fish's duty to protect the babies in its mouth but when the number gets too big, the female does help. In the wild, the fish lives near the surface of clean, standing or slow flowing shallow waters in blind arms of inland rivers and lakes in dense jungle. Water temperature of about 27C, pH of 6.5 to 7.0 and water hardness of H8 are the characteristics of the water it thrives in. It is aggressive in nature and very defensive about its habitat.

Red Tail Gold Arowana

The back portion is dark green, including the dorsal fin and upper half of its tail fin. The colour of the scales is gold. A good fish has 1/2 of each scales glittering. Its gill cover does not have any red colour. The whole gill cover is a glittering gold colour. This attractive specie is found in Kalimantan and Sumatra. It is reasonably priced.

Malayan Bonytongue
The characteristics are similar to the Red-Tail Gold Dragon Fish, except for its golden scales overlapping the dark greenish back causing the whole body to shine. This breed is in great demand because of limited supply. Hence, it is more expensive than the Red Tail Gold Dragon Fish. Sometimes it is even more expensive than the red variety.

Red Arowana
The gill covers have unique red colouring. All the fins and the edges of the scales are in the following colours: apricot, pink, deep red, blood red and even brown or liver coloured.

Green Arowana
Green scales. Body shape is shorter and smaller. Its lateral line is very prominent. Its natural source is in Thailand, Malaysia, Vietnam and Burma. It can be easily captive-bred. The more expensive breeds have scales that are purplish-spotted in colour. Others are more ordinary and not so costly.

You need a relaxing moments after a tough time at work. Going to fitness centre, spa, traveling with your family is all relaxing and putting the work pressure away, but you may not be able to enjoy them at home, and might not have any expectations on these activities. It is definitely more enjoyable if you have a hobby, like photography, which you need some time to experience and know-how, and finally become a professional player and share your experiences and achievements with your friends. There are many types of activities you can choose. Fishkeeping is one of them, and one of the most popular hobbies globally. Many Asian and foreigners are keen on fishes like Arowanas and are spending a lot of money on it. Lets us look into it.

Easy, Flexible and Creative

Unlike a lot of other hobbies, fishkeeping has a large space for you to design and realize your design. You have wide options, from a neon tetra to an arowana. And you can design your aquarium all by yourself. After some time, you will have more and more knowledge and skills, and it is your success when you own a wonderful aquarium and when you share your ideas with and help others to solve their problems. You may consider fishkeeping as painting, and the painting has life.

Relax the whole family

A fact shared by most of the aquarists is that water and fish bring mental calm and it is normally the case that one hour or more have passed before you realize it. Both medical and psychology studies reveal that keeping ornamental fishes is beneficial to people's health.

Lively Decoration: Add nature atmosphere in your house

You will definitely find a big difference after you place an aquarium in your house: A vivo atmosphere ensues. Its decorative effects come from its face of nature, which always outperforms any other artificial decoration. Besides, if you are living in the areas where the climate is dry, an aquarium tank also plays as a humidity conditioner in your house, natural and effective.

Educate children on caring life

Kids can be easily attracted by fishes. If you have an aquarium tank at home, your children will learn a lot about life and they will care life as you do. Whenever you talk with a fish hobbyist, you will find they are passionate and active in sharing experiences with you. Inside such a big community of aquarium hobbyists, you will definitely make a lot of friends.

Mythical Beliefs
In Chinese culture, the dragon represents good luck, strength and power. Especially in the Southern region of China, people believe that a dragon can ward off evil and brings good luck. Dragon is a significant icon in Chinese and other Asian cultures. During Chinese New Year and other auspicious occasion, people celebrate with Dragon dancing and if you are born in the Year of the Dragon, you are considered to give you a head start in life. The Arowana, also known as the Dragon fish because of its slender body and its distinct and reflective scales makes it resemble the mythical and mighty dragon. Business man started keeping the Arowana, especially the Asian Arowana to maintain a prosperous and growing business. Geomancer often would encourage their clients to keep a Blood Red Arowana at home or office to bring good luck and ward off evil.

These are the few of the many reasons why people keep Arowana: In carnation of the mythical Arowana fish 1) 2) 3) 4) 5) Brings Health, Happiness and Good Luck Cast out evil Uphold Families Togetherness Vital to Business Success Predicts Business Affairs

Farming
The commercial farming of Asian Arowana is regulated by The AGRI-FOOD and VETERINARY AUTHORITY ( AVA ) which monitor the fish on behalf of ( CITES ) under its Dragon Fish Management Scheme. Adult arowana are kept in large shoals in massive mud ponds. Periodically the ponds are harvested by teams of farm workers who sweep the ponds with huge nets and isolate any male fish which are brooding clutches of eggs or fry in their mouths. (Pictures in appendix)

The fishs mouths are opened and the eggs or fry fall out. He then, returned to the pond to recover. Each clutch contains around 10 - 20 young fish, or if still just eggs 10 - 20, ball like yolks 15cm in diameter. The eggs are put in tanks and when they hatch a tiny fry appears on

top of the yolk sack. Over a period of time, when the fry has consumed the sack, it begins to swim and resemble its parents. It takes about a year before the young fish is ready for sale. When the fish is big enough, officials from the AVA will insert the microchips (PIT) into the young fish, and provide a special certificate for each fish that matches the (PIT) so that the farm can legally trade and export their fishes. (Pictures in appendix)

Conservation
Due to habitat destruction and black market trading, the Asian Arowana was declared a Class 1 Endangered Species in 1975 by (CITES) The Convention of International Trade in Endangered Species. The same level of protection afforded to the African Rhino and Asian Tigers. CITES reclassified the Asian Arowana in the 1980's allowing commercial breeding of the fish in registered CITES FARMS in Indonesia. This was in the hope that local people would breed the fish as an economic incentive and conserve wild fish stocks.

It was a great success and commercial breeding later expanded to Singapore and Malaysia. All fish from CITES registered farms are tagged with coded microchips, known as a PIT (Passive Integrated Transponder) to allow the fish to be identified as farm bread animals and exported for trade. (Pictures in appendix)

Market Potential
Malaysian Golden Arowana considered as the most precious among ornamental arowana species in the world, the Malaysian Golden needs its identity to be protected. This is the sentiment echoed by the North Malaysia Arowana Farmers Association (NMAFA) now; the Malaysian Golden is being referred by variety of names. The species is sometimes called Golden Crossback, or simply High Crossback when traded overseas.

The main concern of the farmers association is the name Malaysia that goes missing in the fish market globally, and may finally forgotten in future and this happens when foreigners trade the fish abroad or when it was bred outside the country. When foreign customers refer the fish with names other than the Malaysian Golden, we try to educate them that the fish is a Malaysian thoroughbred, no matter where they acquire it. The simplest way to know is to scan the chip implanted in the fish arowana breeding farming at Bukit Merah. The area is ideal for Malaysian Golden species because it is within its natural habitat.

Minister of Agriculture and the Director General of Fisheries Department, had suggested to the officials that the name Malaysian Golden be made a trademark when they officially visited the Bukit Merah arowana breeding farm. Arowana Dynasty Sdn. Bhd. worked together with Fisheries Department towards making the name Malaysian Golden a trademark but also on patenting the breed. This mean the Government is looking into the International market without any fraud cases.

According to Arowana Dynasty Sdn. Bhd. Chairman En. Mahadi Bin Mat Dah, the Arowana farming is to be a profitable industry across reports of arowana scam who are taking advantage of the innocent. The Malaysian Government and Fisheries Department urged the public to be cautious of fake arowana investment plans. He advises the public to go direct to the farmers if they are really interested in investing on arowana and they dont appoint any agent to collect money because deposit taking is illegal.

The system that is used by Arowana Dynasty Sdn. Bhd. is profit sharing which is very transparent and not against any law. An investor buys an adult female that is worth RM18, 000 each and keeps it here for breeding. When her fries enter the market, the profit is split 50:50. Mind you, a three-inch Malaysian Golden fry is currently RM1, 600 and each female arowana could lay up to more than fifty fries at a time.

All transactions that investors do with Arowana Dynasty Sdn. Bhd. are legally compulsory and contracts are drawn to protect both parties. Arowana could bring good investment benefits because demand outstrips supply. For example, he cited China where they combined production of Malaysia, Singapore and Indonesia; the only locations that could breed the fish economically; could only fill 60 per cent of the countrys needs for the ornamental fish. There are 64 arowana farmers at Bukit Merah registered with the Fisheries Department now. Up to 80 per cent or about 360 acres of the total 450-acre specialised zone are already utilised to facilitate breeding ponds for the fishes. With about 90 or so acres left at the specialised zone, perhaps the only way to benefit from the lucrative arowana farming is investing in the profit sharing scheme offered by established farmers at Bukit Merah.

SWOT Analysis on Arowana Dynasty Sdn. Bhd.

Strength
Malaysia Government Fisheries Department Minister of Agriculture Advices-ways to breed. Trainings Financial Support-Loans, subsidies and etc. Educate new entrepreneurs

The Environment
Environmental factors positively or negatively impact the industry and the market growth potential of our product/service. Factors we consider include:

Government actions - Government actions (current or under consideration) can support or detract from our strategy. Consider subsidies, safety, efficiency and operational regulations, licensing requirements, materials access restrictions and price controls. Demographic changes - Anticipated demographic changes may support or negatively impact the growth potential of our industry and market. This includes factors such as education, age, income and geographic location. Emerging technology - Technological changes that are occurring may or may not favour the actions of our company. Cultural trends - Cultural changes such as fashion trends and life style trends may or may not support our offering's penetration of the market

Weaknesses
New businessperson not convinced about the Arowana business because it involves huge amount of money. Fear of failure Not enough fund to invest-involve large amount of money. The Arowana fish is an expensive fish and not all customers can afford. Lack of qualified people to handle the business

Opportunities
Gives new businessperson a chance to do the business. The Government back-up. Vast opportunities local market and International market. Adequate support and training available. Online International Selling.

Treats
Bacterial and Parasitic contaminations Diseases - White spots (Ich), Cloudy eye, Gill turning, Ascites and etc. Mortality Other Competitors other companies like Panda Aquatic, Oriental Coast, The Dragon House and etc. which is also breeds Arowana Fishes. Cheaper competitors Breed other fishes like gold fish, Peacock Fish, Japanese Koi and etc. High Maintenance- The aquarium is quite expensive, as the fish grows the aquarium need to change to bigger one. Water need to clean often.

How to Promote Arowana Dynasty Sdn. Bhd?

To sell an offering we must effectively promote and advertise the product. In this case the product is the Arowana Fish. There are two basic promotion strategies, PUSH and PULL

The PUSH STRATEGY maximizes the use of all available channels of distribution to "push" the offering into the marketplace. This usually requires generous discounts to achieve the objective of giving the channels incentive to promote the offering, thus minimizing our need for advertising. The PULL STRATEGY requires direct interface with the end user of the offering. Use of channels of distribution is minimized during the first stages of promotion and a major commitment to advertising is required. The objective is to "pull" the prospects into the various channel outlets creating a demand the channels cannot ignore.

There are many strategies for advertising some of the approach includes: Exhibition-Aqua Fair Malaysia Conduct Roadshows- to create awareness of the company Online advertising- promote online sales Arowana Fish Club-Malaysia Arowana Fish Club. Arowana fish competition-Aquafiesta

Sales and Enquiries

You have two ways to send your enquiries about sales toArowana Dynasty Sdn. Bhd. :

1. You can drop an email at arowana_dynasty@yahoo.com or call directly to at 013-431 8129 or 017-457 1007 . For your convenience, please refer to Asia Medialine (M) Sdn. Bhd for basic exporting procedure.

The Arowana are sold in cartons, each of which contains 6 pieces of fish individually-packed in double-layered plastic bags. The minimum order requirement is 12 pieces (2 cartons). The company will be responsible for the CITES, export permit as well as other export documentation requirements. Freight and packing charges will be added on payment upon order.

The export procedure involves the following steps:1. The company will require a full payment of 100% of the fish cost plus freight and packaging cost on order confirmation. On receipt of payment, we will immediately apply for the CITES Export Permit from AVA Singapore (example)and this will take about 4 working days to obtain

2. The company will fax or email you a copy of the CITES Export Permit together with the Packing List which will show the tag numbers of the arowana for the customer to apply for the CITES Import Permit from their local CITES authority.

3. On receipt of a copy of the customers CITES Import Permit, we will then ship the fishes to the customers within a week.

All the arowana fishes are tagged with PIT (Passive Integrated Transponder) and each has a certificate of warranty issued by Asia Medialine (M) Sdn. Bhd. The company sell only arowanas which breed by themselves and do not buy / import from other traders / farms to resell / export. Therefore, the arowanas grades are authentic and quality true. Always check exporters for their own CITES Registration no. to ensure that they are supplying their own farm-bred fishes and not from others whose fishes authenticity and quality cannot be substantiated by such exporters as they are not the fishes actual breeder. When an arowana arrives dead or dies within 24hours upon arrival, please have a picture taken and the company will refund your payment on receipt of the electronic tag taken from the dead arowana (Terms and Conditions). However, such situation is very rare from the experience. Arowanas are very tough and take traveling by air very well.

Conclusion
The Arowana is not a cheap investment. The procurement of such a fish generally entails a considerable amount of expenditures that do not at all stop with the buying of the species itself. Several other things ought to be bought like a special Arowana tank, implements in the habitat, agitators, bottoms, and feeds among others. As an enthusiast of the breed or even merely as an earnest investor, it is wise to protect your investments by the proper and regular maintenance of your Arowana tank.

The aquarium needs to be in proper size for your prized fish. The Arowana grows considerably over its lifetime so you should regularly check if it still ample room to move around and enjoy in its tank. Next, be sure that the tank is durable. Arowana tanks need to have a secure and strong lid or cover because it jumps from time to time.

Arowana tank maintenance is the obvious one, cleaning. Regular cleaning is one of the most important tasks in maintaining your tank. This not only keeps the tank as beautiful as you want it but also helps keep your Arowana health. This involves the constant changing of water that needs replacement and keeping the water liveable. Make sure that the water has enough oxygen for your pet by making sure that your agitator is effective and working fine. There also some devices that can be installed that clean the water for you. This would also be

a good idea to help maintain the tank. Arowana fish like all other species of fish or animals need a balanced diet. So try and outline the correct types of food to feed any breed of arowana. It doesn't matter if your arowana is silver, green or red, but it matters that it gets the full range of food types as no one food source will have all the needed nutrients. Be very careful when feeding your arowana live food because it can cause diseases. Lastly, Arowana fish is good investment for local and International market so make sure to go through a proper channel before investing in this line.

http://www.arowanafor.com ; MalaysiaArowana-Oriental Coast.com; www.the world of Arowana.com; Arawana DynastySdnBhd.com

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APPENDIX

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