TABLE OF CONTENTS

1.0

EXECUTIVE SUMMARY....................................................................................... 3

2.0

INTRODUCTION................................................................................................. 6

3.0

VISION, MISSION, AND STRATEGIES..................................................................7

3.1

Vision............................................................................................................. 7

3.2

Mission........................................................................................................... 7

3.3

Objectives...................................................................................................... 7

3.4

Keys to Success............................................................................................. 8

3.5

SWOT Analysis............................................................................................... 9

4.0
4.1

PRODUCTS AND SERVICES.............................................................................. 11

Service Description...................................................................................... 11

5.0

REVENUE RESOURCES..................................................................................... 12

6.0

FUTURE GROWTH OPPORTUNITIES..................................................................13

6.1

Project Size.................................................................................................. 13

6.2

Project Profitability....................................................................................... 13

7.0

MARKETING PLAN............................................................................................ 14

7.1

Marketing Analysis....................................................................................... 14

7.2

Marketing Size and Trends...........................................................................16

7.3

Survey Result............................................................................................... 17

7.4

Marketing Mix.............................................................................................. 22

7.5

Strategies to Reach Targeted Sales Level....................................................23

8.0

OPERATIONS PLAN.......................................................................................... 24

8.1

Location....................................................................................................... 24

8.2

General Operating Hours............................................................................. 24

8.3

Human Resources........................................................................................ 25

8.4

Office Requirements and Asset Acquisition..................................................25

1

9.0

MANAGEMENT AND ADMINISTRATION.............................................................26

9.1

Company Ownership.................................................................................... 26

9.2

Managerial Style.......................................................................................... 26

9.3

Management................................................................................................ 27

9.4

Administration.............................................................................................. 30

10.0 FINANCIAL PLAN.............................................................................................. 31

10.1 Forecasted Financial Statements.................................................................31
10.2 Forecasted Balance Sheet............................................................................34
10.3 Breakeven Analysis...................................................................................... 35
10.4 Liquidity Ratios............................................................................................ 35
11.0 REFERENCES................................................................................................... 36

1.0 EXECUTIVE SUMMARY

Universiti Teknologi Petronas (UTP) Doorstep Food Delivery is a group-based
start-up business that specializes in online food ordering system from all
cafeterias in UTP as well as selected restaurants ranging from the Tronoh to
Bandar Universiti area. We will penetrate the food and beverages industry
with an innovative, first to market, and good quality services. We will
establish our own delivering routes within UTP in all of the residential
villages. The major revenue from this business is from the extra charges for
the delivered food. Other revenue may come from the subscription fees of all
cafeterias involved. The problem statement that leads to the establishment
of this kind of business is that with one residential village located quite far
from

the

other

transportation

for

village

cafeterias,

purchasing

food

students
from

may

those

have

problem

cafeterias.

With

in
the

implementation of this doorstep food delivery, it could bring convenience for

the students to purchase take-away food via online and the food will be
delivered right at their doorstep. With the establishment of strategic
alliances with the cafeterias and restaurants, we expect to easily exceed our
financial forecasts.
The Company
UTP Doorstep Food Delivery's mission is to be the leader in introducing
innovative and good quality services from the cafeterias and restaurants to
the market which is mostly UTP students. Through close customer contact
and excellent relationships, we will meet the needs of our customers
wherever we can.
The company will maintain an office in Taman Maju, Perak. Since the
business is more on online purchasing, it will be unbeneficial to have
branches at many locations. There is also no warehouse required for this
type of business since it provides services, not products.
3

All of the three investors in the company have full operational responsibility,
where they also identified as the owner. This team can be divided into three
distinct roles:
1. 1 Managing Director (Muhammad Faiz Abdullah) Formulates creative
strategy to develop web marketing, manages the operation of the
business.
2. 1 Director of Marketing (Htet Wai Yan) As one of the co-founders, he
helps the manager in terms of administration, human resource,
decision making process and etc.
3. 1 Director of Finance (Fazrul Reza Mohd Yunos) Do record keeping of
inventories and accounting purposes as well as to ensure all legal
procedures and taxes are being followed. He brings operational
management and financial skills to the operation.
All of us act as the directors of IT which are in charge of developing the
website according to the users requirement and customize it to maximize
user satisfaction.
The Service
Unique selling and delivery services:
1.
2.
3.
4.
5.

Low cost service, small amount of charges per food.

Fast and efficient system of food ordering.
Delivery services to the doorstep of each customer.
Operates at every mealtime including late nights.
Doorstep payment.

Website services:
1. Up-to-date information on prices and available food for that day for
each cafeterias and restaurants.
2. User friendly interface that direct users to the ordering process.
3. Low cost and environmentally friendly advertisement for the food
suppliers.

4. Accept requests and suggestions from the users on improving the

service.

The Market
There are two major target markets for our business, which are:
1. Students It comprises mainly of UTP students who lives inside the
campus residential villages. These students can be grouped into a
more specified target which include the students who possess no
transportation, prefer take-away meals, and likes the online ordering
system. UTP students who have personal computers or mobile phones
can connect to the website and order food that they wish to purchase
via online system.
2. Suppliers Suppliers of foods generally can be classified into two
groups based on geological locations, which are UTP cafeterias and
nearby restaurants (outside campus). We may have extra revenues by
providing a space for advertisement in our web portal for the food
suppliers to promote their products.

2.0 INTRODUCTION
UTP Doorstep Food Delivery system will comprise of a website that connects
the students and the cafeterias in UTP, along with other nearby restaurants
within Tronoh to Bandar Universiti area. With this website, students are able
to select and order their meals earlier and the respective cafeteria peoples
that receive the orders will prepare the meals. We will act as the
intermediaries between these two parties and deliver the foods to the
students room.
The idea to come up with this system emerged after we realized this area in
the market which has yet to be served by any company or people. Students
are sometimes busy with workload, especially during tests and exam
periods. During these periods, most students do not have the comfort to
spend time to go out and eat. They prefer to have a take-away meal and eat
at their own rooms.
With this option of ordering food online and having the food delivered to the
doorstep, students will grab this chance to order food online and save a lot of
time. All the information regarding the food and cafs will be included in the
website, so that the students will be able to make an informed decision.

3.0 VISION, MISSION, AND STRATEGIES

3.1 Vision
UTP Doorstep Food Delivery is established to be a leading entity that
provides a fast, reliable and authoritative source of online food purchasing
among UTP students who prefer delivery services.

3.2 Mission
UTP Doorstep Food Delivery's mission is to be the leader in introducing
innovative and good quality services from the cafeterias and restaurants to
the market which is mostly UTP students. Through close customer contact
and excellent relationships, we will meet the needs of our customers
wherever we can. We will secure sufficient profits from free cash flow from
operations, to sustain its stability and finance future growth. We will add
value to our community by maintaining a friendly, familial work environment.

3.3 Objectives
UTP Doorstep Food Delivery objectives in our first year of operation are:
1. Become known as the leading food service provider in UTP.
2. Establishing strategic alliances with a minimum 10 cafeterias and
3.
4.
5.
6.

restaurants.
Receive at least 2000 different customers each year.
To achieve profitability by the end of year from subscription fees.
Achieve RM20, 000 in sales.
To receive 2000 visitors per month to our website.

For the following two years our growth objectives are:

1. Grow our service business by 20% each year. This include in growth of
the number of cafeterias involved as well as the customers.
2. Grow revenues by 25% in our direct service.

3.4 Keys to Success

As a start-up company, new to the industry, and introducing new services,
we must be focused and work hard to create acceptance for ourselves and
our products within the marketplace. The keys to our success are:
1. Innovative Quality services that are able to both expand existing
markets and create new ones for our customers. The idea of doorstep
food delivery system via online ordering can be implemented in other
institutions like universities, colleges and even the housing areas.
2. Our customers Keeping them happy is our priority. This system helps
them to have a convenient life whenever they need. We help the food
suppliers in advertising and open a new line of sales through our
business method.
3. Quality Quality of support and services that we provide will be
improved as the time goes on. Service will be delivered efficiently and
fast at low cost. The web page will be equipped with updated
information regarding all the menus, its price for each respective
collaborating cafeteria or caterer to ensure the loyalty of all the current
users as well as to attract new potential users.
4. Community We try to cater all students in the campus and give them
the flexibility in choosing the menus that they want without having to
worry about the location of the caterers. As long as the menu is
available in the list of caterers in UTP Doorstep Food Delivery, the
customers can have it.
5. Credibility Since the website being developed for the purpose of food
ordering, all the information available within the system need to be
correct and accurate in order to gain trust from the users. Accurate
information, fast food delivery, and reasonable pricing are factors that
will promote customer satisfaction which can expand the users,
community.
6. Reputation As being the pioneer in providing food ordering system,
our company shall hold the responsibility to set the benchmark of our
services. Therefore, maintaining good relationships between the
8

business and customers is vital to create a good reputation which will

promote customer loyalty.

3.5 SWOT Analysis

Strengths
1. Offer various kinds of foods, ranging from Malay foods, Chinese foods,
Indian foods, Western foods as well as fast food menus.
2. Being the first to offer centralized food ordering system which will
cater every single need of students within the community.
3. A gateway for students to search for the availability of their favorite
foods within the area without having to go to those places.
4. Updated information regarding the menus available and special offers.
5. Comparisons between the prices from one to the other food suppliers.
Weaknesses
1. Funding is limited for start-up.
2. Being the first to supply this kind of service, so there is huge risk to be
taken on the students acceptance of the system.
3. Limited workers and working hours.
4. Updates on the website will be based on the information given by the
food suppliers which mean the information must be gained as
frequently as we could. The page cannot be updated without the
information.
5. Limited target users, medium of effective marketing are limited.
6. Lacks of experience in the business world among the directors.
Opportunities
1. Being the first one to provide this kind of services makes the system
unique which may attract a large pool of consumers.
2. No strong competitors. The unique system makes it almost impossible
to have exact rivals within a period of time after the company
establishment.

3. The needs of having efficient and effective food ordering system which
can lessen the time taken in order to eat within the student
community, resulting in the need of the system.
4. The internet availability throughout the campus, which ease the
process of accessing the system through the net. Every student
possesses a personal computer and mobile phone that aids them
connecting to the website.
5. Relationship among the students will create a good marketing medium,
as they will tell and spread their stories and opinions through their
respective perspectives regarding the system.
Threats
1. Larger and better funded companies can easily duplicate the idea of
the food delivery system.
2. Most students tend not to spend more money on daily food
consumption.
3. In certain circumstances, for example when the internet servers down
within the campus, the system will be isolated and cannot be accessed
by the users. In this situation, the business will be completely stopped
for the whole period of internet breakdown.

10

4.0 PRODUCTS AND SERVICES

Basically, UTP Doorstep Food Delivery that we have created acts as an
intermediary between UTP cafeterias and nearby restaurants with students
in UTP. Our service imports a variety of foods from the supplier that serve
the needs of the special segment of the market, in this context is the
students of UTP. Our services aim to open a feel of convenience for our
customers. Furthermore, this business also aids the cafeterias in serving
their customers and also helps them opening a new line of sales.

4.1 Service Description

Our service generally starts off by receiving the orders from the customers
via our web portal. Orders should be made at least three hours before the
desired mealtime to make the deliveries easier for us. By having this we can
buy and deliver the foods in bulk which helps in the efficiency of the service.
The biggest meal delivery include during the lunch, tea break, dinner, and
supper.
For the suppliers, one of the services that we provide is the advertisement
service through our website. The cafeteria and restaurant owners can
promote their food through this system where all the users accessed to it
once they have logged on to the system. The advantages of this advertising
method are environmental-friendly and cost saving, comparing to brochures
and banners. This will let the students to be aware of the latest promotion as
well as the pricing from the respective cafeterias. This method is highly
helpful especially for the restaurants outside the campus.
Besides, the web portal acts as an information platform to the students.
Throughout this portal, students can know the varieties of food in the
cafeterias as well as their prices. From there, they can make their own
decision on which food they want to order without having to go to the
respective cafeterias. Moreover, the website will be updated with some latest
11

notices about the cafeterias to get the students informed, such as the
operating hours, menu of the day, the incoming events and activities, and
also company profiles of the cafeterias.

12

5.0 REVENUE RESOURCES

As the system is proposed to be the medium of food ordering, therefore the
system will provide revenue based on few key functions that will be provided
within the system. These key revenue resources are as follow:
1. Commission on every successful orders
The system will provide revenues by collecting commission from each sale
conducted using it. The prices of the food will be slightly higher than that of
the normal market predetermined by the food suppliers. This extra charge
should be reasonable depending on the type of foods and locations of the
restaurants. An account for each food providers will be kept and used to
track the transaction made.
2. User registration
For users that want to use the system, they will need to register themselves
to the system. These user registrations will be applicable to the food
providers (UTP cafeteria and restaurant owners) in which will allow them to
list their services in the system. They can list their menus and prices.
Customers that wanted to use the system also need to register themselves
for free, which is to attract more users and be able to track the misuse of the
system by the users. This is to protect the integrity of the system.
3. Advertisement
As the target audience of the system will be mostly university students, the
system also will be opened to any organization that wants to advertise for
any events or services that they provide. These advertisement placements
will be sold to anyone who is interested in buying it, in which helps other
related educational or service organizations to penetrate the market of
university students. This creates a win-win situation, as the system will gain

13

profit through the advertisement sale and the purchaser will gain the
popularity for their products and services.

14

6.0 FUTURE GROWTH OPPORTUNITIES

6.1 Project Size
The project size will increase by the expansion in the numbers of cafeterias
and restaurants collaborated. Request from the customers to include new
restaurants is the major considerations in expanding the business. The
region of delivery coverage will also be expanded, which may go as far as
Bota and Batu Gajah areas. Other than that, we will expand the website to
the nearby university (UiTM Seri Iskandar) as one of the strategies to
increase project size. Here the number of users will be grown, where they
can just browse through our website and get all the information needed
regarding the service. The focus of expansion of the project will be started
during the second and following years of the business. As the business
grows, there is a need for larger vehicle for transportation and larger
monetary capital. It is projected that the growth of our service is by 20%
each year. This include in growth of the number of cafeterias involved as well
as the customers.
Collaboration with the UiTM students gives us trust for the services inside
their university. We need an insider for this expansion to happen and follow
their rules and regulations. By having this, we expect that the number in
customers will be doubled even though the delivery areas will be widely
spread. Grow revenues by 25% in our direct service will greatly achieved for
the following two years of our growth is we can expand the market into UiTM.

6.2 Project Profitability

The profit generated from this business is expected to increase by 100% in
the first 8 months, once more students become aware of this service. When
the business expands to the nearby university, the profit will increase by
150% to 200%, which is roughly over 25% for the following two years over
the first year profit.
15

16

7.0 MARKETING PLAN

7.1 Marketing Analysis
Marketing is the process of creating and delivering desired goods and
services to customers and involves all of the activities associated with
winning and retaining loyal customers. The secret to successful marketing
is to understand your target customers needs, demands, and wants before
your competitors can; offer customers the products and services that will
satisfy those needs, demands and wants; and, provide customers with
services that will satisfy those needs, demands, and wants; and, provide
customers with service, convenience, and value so that they will keep
coming back.
Before we do the marketing, we need to do marketing analysis. Marketing
analysis consists of looking at every angle of a market to determine policies
that will help a company capture more of a market share and make the share
they already control more profitable. The market analysis of customer desire
and satisfaction is a large part of marketing. Market analysis may take two
distinct forms. In the first, it is a method used by investors to look at the
market and try to determine whether it is going up or down, in order to make
investment decisions. In the second, it is a field used by marketers to
analyze the target market of their clients and determine the best courses of
action to take to improve sales and profitability.
Since this system is newly introduced in UTP, the competition for this product
in the scope of UTP is almost small. This is because there are no systems
that integrate all caf in UTP as well as food outside that allow UTP students
to place order within a single click and wait for the delivery services come to
their front door. However, there is Pizza Hut that implements Delivering
System via phone order. It will become a major competitor. Their key
successful factor is that when operators get an order, they will entertain and
17

offer special promotions and inform customer on the delivery time. Moreover,
when delivering the order, company still focus on the quality of the pizza by
putting the pizza in a thermal container that to make sure the food is still hot
and fresh, as well as to be delivered in a short period of time.
In reaching the target market with the scope of UTP students, Pizza Hut
always do promotions and discounts on the food that they offer. They also
participated in the event organized by UTP in order to promote their brand to
the UTP students and to increase their market share. In order to compete
with Pizza Hut, our doorstep delivery system should focus on the aspect
quality of food provided, speed of delivery and company efficiency to win the
market share and to develop customer loyalty towards the website.

18

7.2 Marketing Size and Trends

How large is the market?

The market is focusing on a total of around 7000 UTP students from

foundation, undergraduate studies until post-graduate studies. From
these 7000 students, there are different Malaysian races together with
international students. Since this entire student has different culture
and preference, there will be a diverse range of choices and variety of
food required. So, our doorstep delivery system take this opportunity
to combine all cafeteria in UTP that offer variety of food such as Malay
food, Western food, Chinese food, Thai food and many more, in
addition with the service for food outside UTP so that it could satisfy
the need of getting delicious foods for UTP students.

Is it growing or shrinking? How fast?

The market size is growing as the implementation of the website reach

maturity stage. At first on the market introduction stages, sales
volumes will be quite slow, the revenue generated almost small and
the demand has to be created. Customer also has to be promoted to
try the product. However, after slow and high promotion, this Doorstep
Food Delivering Systems gain trust from customers and it will reach
growth stage where sales volumes increase significantly and market
size is growing. Public awareness also increases because customers
will inform each other to try this new service. It will lead to the rising

profitability for the company.

Next the implementation of this system will reach maturity stage
where sales volumes peaks and market saturation is reached. After
quite a long period, this website will become familiar to students and it
will saturation and decline stage. If the company pays less attention to
this, diminishing profitability will occur. So, company must understand
customer decision process model. So, it is important to maintain food
19

quality and services provided to maintain customer satisfaction to the

company. Moreover, other additional package offers also could create
loyalty in the future.

7.3 Survey Result

From the survey done to 70 students in UTP, the analysis from the potential
customer behavior and preferences is shown below.

According to the above figure, there are 12.86% of students eat 3 times in
UTP per day, 35.71% of students eat 2 times, 42.86% of students eat 1 time
and 8.57% never eat in UTP. So, we can conclude that near half of student
tend to eat in UTP and other time is outside UTP. Every day, they need to
choose whether to eat inside UTP or to eat outside UTP.

20

According to above figure, 7.14% of students take away foods 3 times per
day, 27.14% of students 2 times, 50% of students do 1 time and 15.71%
never do take away. So, we can see that student will take away once per
day due to other things such as meeting, group discussion and etc. So, the
company should focus more on this take away group as they are our main
potential customers.

21

According to Figure 3 and Figure 4 above, the food provided is satisfying and
students are neutral about the quality of food provided in UTP. The company
needs to monitor the quality of food to create customers satisfaction to this
website. The company needs to make sure delivered food is in hot and fresh
condition. Beside the menu should have a good variety of items, the quality
of food provided is excellent, the delivering time must be in short period to
make sure customers satisfied with the services.

22

With reference to above figure, 80% respondents agreed that they would
accept this system if the company implement this service and they are
willing to pay delivery charge RM0.50 for inside UTP and RM1.50 for outside
UTP. This is because they realize the purpose of this system is getting benefit
by providing convenience for students. Since students are busy with
assignments,

presentation,

test,

research

and

other

event,

the

implementation of this system could bring easier life and they can spend
their time more on focusing on their other priority events. Although most of
the UTP students agreed, there are 4.29% of students said that they are
prefer to have food delivery services for food outside UTP only because they
are not really satisfied with the quality of UTP food.

23

According to Figure 6, 21.9% of students would like to have Western food,

15.17% prefer Malay food, 25.84% of students like Chinese food, 21.35% of
respondents want fast food, and 15.73% goes to Mamak food. So, it is
important to have many and different range and selection of food so that it
could attract lot of customer because everyone has different preferences.

24

7.4 Marketing Mix

Product

Main product of this system is food. The website provides foods not
only from the inside but also outside of UTP such as KFC, Mamak,
Western, and Malay food. All cafeterias will promote their menu in the
website. There will be advertising fees for those who like to promote
their product or event in the website.

Price

The price is the food price offered together with the delivery charges.
The subscription fees are charged to the caf who sell in this website.
For the other parties that are interested to put advertisement, they
need to pay for the advertising fees so that they will enjoy widespread
promotion to the UTP students.

Place

As an online business that is focusing on UTP students, our product is

basically available online. These online business websites will be linked
under

the

UTP

Homepage

(http://elearning.utp.edu.my/).

So,

it

(www.utp.edu.my)
will

reach

wide

range

and
of

customers, get the widespread link and easily accessible.

Promotion

The advertisement will be put in a strategic location in UTP so that

student could notify it and booths will also be opened in the events
conducts in UTP so that pamphlets and flyers could be distributed
among students. Online promotion will be done by sending email to
UTP students. Banner, E-mail, blogging and social media also will be
used as a fundamental way to promote this website.

25

26

7.5 Strategies to Reach Targeted Sales Level

Banner Ads, E-mail, Blogging and Social Media

The company will e-mail UTP students to drive potential customers to

the site, increase conversion rate from looker to buyer and increase
the market share. This is an attractive marketing vehicle because it has
low production cost and simple.

Viral Marketing

Viral marketing is mouth-to-mouth marketing and make customers to

pass the marketing message along with the other. It is a common
sense that people tend to buy product when it is recommended by
their friends. So, new viewers will come to this website due to his
friend suggestion, and they might become regular user one day, who
knows?

Rewards and Loyalty Programs

The company will introduce system that offers special promotions. For
example; implementing frequent purchasing card. When customers
reach certain points due to frequent purchase, they will get discount
and special promotion. This strategy is important because loyal
customer is much more profitable than a new one.

Direct Marketing

Opening booth during event organized by UTP, distributing flyers and

pamphlets to the residential college and banners at the strategic area
will be done as direct marketing.

27

8.0 OPERATIONS PLAN

8.1 Location
Since our target market is UTP students, we would rent a lot in V3 cafeteria.
The reasons of the chosen location are:
1. V3 cafeteria is considered the center of UTP students activity as it is
near to almost student whether they are coming from residential
village or academic block. This is important as customer can meet us if
any problem occurs.
2. V3 cafeteria has big amount of space. Even though our business only
needs a small lot for initial, we must consider the comfort of dine-in
customers.
In the future, we may have to move to a new location as our business grows.
The planned location is a shop lot in Taman Maju as more restaurants can be
covered from there and more restaurants can contact us for a business deal.

8.2 General Operating Hours

We will follow the most common operating hours of food business industry
which is from 7.00 a.m. until 12.00 a.m. The problems that may occur are the
different time of operating hours for each restaurants and cafeteria. In order
to overcome that, we will specify the time to order foods from a specific
restaurant since customers may favor a restaurant over another. We also
decided to inform customers to provide one hour wait for the food.

28

8.3 Human Resources

As our business deal with restaurants outside UTP, we need to hire a few
workforces to ensure smooth operation. We require workforces as follows:
1. A manager to manage and supervise the whole operation.
2. A secretary to handle technical and financial part of the business as
aiding the manager itself.
3. Four workers for delivery of food. They will work by shift to reduce
workload.
The delivery services are only applicable for restaurants outside UTP. This
means UTP cafeteria need to deliver the foods itself to the customers as we
only provide ordering service for them. However, they can use our delivery
service by certain amount of fees. We may have to increase our workers from
four to six if the numbers of cafeterias want to use our delivery service are
high.

8.4 Office Requirements and Asset Acquisition

Since our base initially will be located in UTP, we need to rent a small
business lot/space and gradually converted to our operational office. In order
for the business to operate smoothly, we need equipment as follows:
1.
2.
3.
4.

A desktop for managing orders and as the server.

An internet connection for online ordering.
A printer for business-related printing and receipt printing.
A telephone for contacting clients and customers.

29

9.0 MANAGEMENT AND ADMINISTRATION

9.1 Company Ownership
The company ownership will be divided to three individuals. The allocations
of company ownership based on percentage are as follows:
Owner
Muhammad Faiz Abdullah
Htet Wai Yan
Fazrul Reza Mohd Yunos
Table 1: Ownership allocation

Ownership Percentage (%)

34
33
33

The purpose of allocation will be discussed further in this document.

9.2 Managerial Style

We will practice four types of managerial styles which are:
1. Decision-Making
General decision making will be discussed in meeting between shareholders.
All shareholders will discuss about the topic and agree on a solution. If there
are clashes of opinion, voting will be conducted for a solution at the end of
the meeting. If voting comes to a tie, the Managing Director has an authority
to decide the final decision.
2. Record Keeping
We will use an electronic system to keep track of business records and a
person will be appointed to manage the record keeping itself. At the end of
the month, the sales record will be presented in a meeting for shareholders
so that all shareholders are aware about business growth.

30

3. Communications
Communications within company and outside the company will be done
orally or via e-mails or phone. For recording purpose, any business deal
between company and restaurants will be in a form of letter and e-mail and
must be approved by Managing Director with the consent of shareholders. A
person will be appointed to manage the public relations with client and
customers.
4. IT Administration
A person in charge will ensure the IT system is working efficiently and the
maintenance of the system are done correctly. Any updates, changes, and
problems in the system need to be consulted and approved by appointed
person. The person in charge also needs to provide training for workers and
customers on how to use the system.

9.3 Management
For the initial phase of the company, five members will be introduced which
consists four major roles of the company and one supporting roles. The
company will start as a private limited company in order to avoid massive
losses in case the company plunges to bankruptcy state. The roles are:
1. Managing Director
a) Provide the overall direction and management of the organization.
b) Ensure a strategic plan and business plan are set in place and
constantly monitored from time to time. If there is a need for
change prior to business growth, the Managing Director will be the
one responsible to either accept or reject the change with the
consent of shareholders.
c) Make sure all company goals are realistic and met as well as
keeping the company complies with the law.

31

d) Managing Director will also hold the position of Marketing Director

due to limited number of shareholders. We will scout for a potential
individual to be appointed to Marketing Director as our business
expands.

2. Finance Director
a) Monitor financial performance and ensure the organization remains
profitable.
b) Overseeing risk by minimizing the risks and losses that can occur
due to certain financial transactions and business moves.
c) Preparing financial reports such as balance sheets and income or
profit statements that can be analyzed and used to make financial
forecasts.
d) Ensure company complies with law in finance related activities.

3. Marketing Director
a) Acts as a bridge between the organization, its shareholders and the
customers.
b) Promote the sales of the company's services that will most benefit
the customer and clients.
c) Reviewing marketing activities and grab any opportunities that rise.
d) Manage customer welfare and client relationships.

4. Information Technology (IT) Director

a) Perform maintenance on both software and hardware of the system.
b) Provide solution and consultation regarding the system.
c) Provide training to all workers on system usage.
d) Implements modification on system if needed.

32

5. Supporting Role
The supporting role will consist of two workers for delivery purposes. They
will work by shift and required to deliver the food efficiently. They need to
promote the efficiency of the services and show respect to the customer as
they are the representative of the company.

Managin
g
Director
Marketin
g
Director

Finance
Director

IT
Director

Supporti
ng Roles

Figure 7: Organizational chart

Managing Director

: Muhammad Faiz Abdullah

Finance Director : Fazrul Reza Mohd Yunos

Marketing Director
IT Director

: Muhammad Faiz Abdullah

: Htet Wai Yan

Mr. Muhammad Faiz Abdullah receives 34% of company shares as he is

holding two positions in the company.

33

9.4 Administration
Initially, the company will be administered by the shareholders. Each
shareholder that is appointed to a position will have each own responsibility
and need to manage their section respectively.
Administrator
Finance Director
Marketing Director
IT Director

Administrative Task
Accounting and inventory
Payroll and taxes
Budgeting and budget control
Advertisement and promotion
Customer and client relationship
Market review
System development, maintenance

update
Hardware maintenance and update
IT consultation
Managing Director
Supervising whole business
Decision making
Conduct meeting
Table 2: Administrative responsibilities

34

and

10.0 FINANCIAL PLAN

10.1 Forecasted Financial Statements

Forecasted Income Statement for the Year End of 31st

December 2012
RM
RM
Forecasted Revenue
150,000
Tax
-7,500
142,50
Gross Profit
0
Operating costs (for 12 months)
Total wages
Transport for delivery service
Overhead Cost (telephone)
Office Cost (Stationary)
Office Rent
IT system (including domain and internet
fees)
STARTUP COST
Marketing and Ads
Total operating cost

42,000
3,600
1,200
1,000
6,000
3,000
7,000
3,600
-67,400

Operating Profit (EBIT)

75,100

Finance cost (for 12 months)

1,500
12

Interests
Total finance cost

-18,000

Net Income

57,100

Table 3: Forecasted income statement for the year end of 31 st December

2012

35

Note: Startup cost is only for the first year.

Forecasted Income Statement for the Year End of 31st

December 2013
RM
RM
Forecasted Revenue
180,000
Tax
-9,000
171,00
Gross Profit
0
Operating costs (for 12 months)
Total wages
Transport for delivery service
Overhead Cost (telephone)
Office Cost (Stationary)
Office Rent
IT system (including domain and internet
fees)
Marketing and Ads
Total operating cost

54,000
7,200
2,400
1,000
6,000
4,000
6,000
-80,600

Operating Profit (EBIT)

90,400

Finance cost (for 12 months)

2,000
12

Interests
Total finance cost

-24,000

Net Income

66,400

Table 4: Forecasted income statement for the year end of 31 st December

2013

36

Forecasted Income Statement for the Year End of 31st

December 2014
RM
RM
Forecasted Revenue
216,000
Tax
-10,800
Gross Profit
205,200
Operating costs (for 12 months)
Total wages
Transport for delivery service
Overhead Cost (telephone)
Office Cost (Stationary)
Office Rent
IT system (including domain and internet
fees)
Marketing and Ads
Total operating cost

60,000
10,800
4,800
1,000
7,200
5,000
8,000
-96,800

Operating Profit (EBIT)

108,400

Finance cost (for 12 months)

3,000
12

Interests
Total finance cost

-36,000

Net Income

72,400

Table 5: Forecasted income statement for the year end of 31 st December

2014

37

38

10.2 Forecasted Balance Sheet

Forecasted Balance Sheet as at 31st December

2011
2012
2013
RM
RM
RM
ASSETS
Cash
20,000 35,000 55,000
Inventory
35,000 50,000 75,000
Acc. Receivable
10,000 25,000 35,000
65,00 110,0 165,0
Current assets
0
00
00
Non-current assets (net)

25,000

40,000

55,000

Total assets

90,00
0

150,0
00

220,0
00

EQUITIES & LIABILITIES

Capital accounts
Current accounts
Current liabilities
Non-current liabilities

15,000
25,000
28,000
22,000

40,000
38,000
35,000
37,000

68,000
65,000
52,000
35,000

Total equity and liabilities

90,00
0

150,0
00

220,0
00

Table 6: Forecasted Balance Sheet as at 31st December

39

10.3 Breakeven Analysis

Breakeven =

Revenue Total Cost

=0

Fixed Cost =
=

Operating Cost + Startup Cost

67,400

Variable Cost
=

=
Average 80% of selling price
0.8Q (where Q is the price for units sold)

Total Cost

67,400 + 0.8Q

Revenue

150,000

150,000
0.8Q
Q
Q

=
=
=
=

67,400 + 0.8Q
150,000 67,400
82,600 0.8
103,250

103,250 worth of services need to be sold before reaching the breakeven

point in the first year.

10.4 Liquidity Ratios

Current Ratio = (Current Assets) / (Current Liabilities)

31st Dec 2012

65,000/28,000

= 2.32

31st Dec 2013

110,000/35,000

= 3.12

31st Dec 2014

165,000/52,000

= 3.17

Table 7: End of year liquidity ratios

It can be concluded that we should have no problem settling for the short
term debts.

40

41

11.0 REFERENCES
1. http://www.wisegeek.com/what-is-market-analysis.htm
2. http://www.bplans.com/sample_business_plans.cfm
3. http://www.gowaiter.com/. Online restaurant menu, order online, food
delivery from your favorite restaurants.
4. http://www.delphissoftware.com/. Online
Delphis software.

42

food

ordering

system