Business Proposal

QSR (Quick Service Retail) Franchise

Kedai Ayamas

A FAIR AND CREATIVE WORK ENVIRONMENT THAT RESPECTS NEW IDEAS AND SMART & HARD WORKS.
PERSEKITARAN KERJA YANG KREATIF DAN ADIL AKAN SEIMBANG DENGAN IDEA BARU DAN KERJA KERAS DAN PINTAR.

Executive Summary
The purpose of this business plan is to apply for QSR (Quick Service Retail) franchise Kedai
Ayamas in Taman Daya, Johor Bahru, Johor. The owners of the company are willing to invest
RM150, 000.00 and assume over RM100, 000.00 liability to secure the funding for inventory,
and early operations.
Highlights
The franchiser, Kedai Ayamas is one of the fastest growing franchises in Malaysia. The chain
is positioned somewhere between traditional fast food restaurants and sit-down restaurants.
This segment of markets is attuned to the health benefits of their eating habits, and more
conscious of their buying habits than the general population.
To succeed with our goal, and to encourage a healthy lifestyle, we will build roots into the
community through Corporate Social Responsibility planning and offer catering services
through local party supply store and others non-profit organization around area Taman Daya,
Johor.
Our primary goal for this plan is that to help us secure as franchiser of Kedai Ayamas. Once
we have done that, our goal will be to build value for our constituents, ourselves, our employees,
our customers and the community overall.

Potential Financial Overview

3,000
2,500

RM (,000)

2,000
1,500
1,000
500
0
-500
Potential Sales
Potential Expenses
Potential Gross Porfit

2015
2,088

2016
2,286

2017
2,502

2018
2,736

2,121
-33

2,130
156

2,303
199

2,490
246

Year
Potential Sales

Potential Expenses

Potential Gross Porfit

Objectives
The objective for the first 3 years operation include:
1. To exceed customers expectations for food service and food service products
2. To achieve a net income of more than 10% of sales by the second year.
3. Repeat customers will constitute 70% of our overall business by the end of third year.
Mission Statement
Our mission is to bring to market the tastiest and healthiest food around Taman Daya location
with minimum of 6000 customers within a four block radius (or five minute walk time.
Our high standards of quality and cleanliness will establish our reputation as the cleanest
business in Taman Daya, Johor.
Keys to Success
The keys to success in this business are:
Creating a high level of customer satisfaction in our service and products, which will
lead to customer retention each month.
Marketing: getting our name out to the public, primarily through an intensive marketing
campaign driven by our customers (word of mouth) with a supplemental vehicle of
standardized and conventional marketing tactics.
Great product quality and variety that will be used to aid in customer retention and
growth.
Description of Business as Franchisee
Kedai Ayamas upscale concept fits a niche between fast food and traditional concepts. The
company provides the convenience of fast food with rapid response time, affordability, as well
as carry-out and home meal replacement options.
As a franchisee, our scheduling aspects of our company will be combination of a standard
walk-up scheduling procedure, a phone messaging service and an intensive highly-interactive
e-commerce website that will allow customer to not only schedule parties but also to pay online,
using standard secure technology.

Start-up Summary
The start-up table shows a summary of our estimated overall start-up costs as follows:Description
Franchiser fees (RM5, 000/ month with 3 months back up)
Initial Investment
Annual fees

Start-up cost (RM)

15, 000.00
150, 000.00
1, 000.00

Cash requirement for start-up (expenses estimated RM20,000

for first 3 months)

60, 000.00

Legal fees

12, 000.00

TOTAL (RINGGIT MALAYSIA)

238, 000.00

Sales Literature.
Our sales literature consists menus supplied by our franchiser and custom flyers designed inhouse. The custom flyers will offer catering prices, explain the difference between our specials
and those of our competitors, and show our hours of operation. We will place the catering and
service flyers strategically near Taman Daya area, park events with local businesses and in
community centers.
Management Summary
Our managers are also owners. We want our managers to take a personal stake in the success
of the company, and for that reason we are considering to give them a share of any profits
generate with maximum of 0.5%.
Personnel Plan
Our employees will be respected, and will wear a company polo or sweatshirt. Our employees
will be paid more (in salary and benefits) thereby making them more empowered, and more
content workers, In this way, we will meet the target of our market, and differentiate our
company in more efficient and effective manners.
Financial Plan
We expects strong sales, based on research into our target market and from the franchiser.
Two of the most important underlying assumptions are:
We assume a relatively strong economy, without major recessions
We assume that our market needs will be seasonal, with a increase in sales during the
festive months.

Potential sales is based on 0.5% of the total estimation population. With estimated usage of
RM25/ unit sales per day. Assumption of RM20/unit expenses per day and fixed expenses
inclusive monthly franchise fee of RM5,000/ month, operational expenses of RM20, 000/ month
and annual franchise fee of RM1, 000/ year.
Year 1 expenses are inclusive initial investment of RM150, 000.00
Year

Potential Sales (RM) Potential Expenses (RM)

Potential Gross Profit (RM)

2015

2,088,000.00

2,121,000.00

(33,000.00)

2016

2,286,000.00

2,130,000.00

156,000.00

2017

2,502,000.00

2,303,000.00

199,000.00

2018

2,736,000.00

2,490,000.00

246,000.00

Market Analysis Summary

Our market consists suburban area with estimation population of 9000 unit residential
neighborhoods as per 2014. Proportion of the population is estimated 40% Malay, 40%
Chinese, 15% Indian and 5% others. It is a mixed development of residential and commercial
area and schools. Age categories are between 1 45 years old with mostly a medium income
community. This analysis is based on observation and data from advertisemeny agency .

Estimation Population Growth at 3km radius from

Shop
16000
14000

(unit)

12000

11314

10285

13690

12445

10000
8000
6000
4000
2000

1300

1433

1365

1505

0
2015

2016

2017
Year

2017

Market Analysis
SWOT Analysis

Strengths

Weakness

Brand marketing strategies has a strong

market allocation.

New develop shop lot with low traffic

congested at Jalan Nibong for the
current time frame.

Easy access to the shop and clear visual

front view enable attract customer.

Surrounded within community in which

people will have an advantages to buy
product anytime.

It is congested due that traffic are

moving fast and maybe packed when
school session.

New shop unit in which potential

customer is not aware of.

Opportunity

Threats

Location the shop lot is located between

alternative roads of Adda Height & Bandar
Dato Onn to Pasir Gudang. Furthermore,
the location is in the middle of Adda Height
and Setia Indah entrance.

New house development behind the shop

will create new potential customer in the
future.

A lot of kopitiam concepts are growing

at Adda Height area and the location
is well known by potential customers.

Competitor Analysis
Based on our survey and observation, there is not shop offered as Kedai Ayamas
offered in which specialized in selling a chicken (either roosted, frozen or fresh), groceries
and small caf for those potential customer whom want to enjoy a good ambient and simple
dining environment.

Shop Name

Business
Concept

Pricing

Advantages

McDonald Drive Thru

(1.3km)

Fast Food
Restaurant

Standard fast
food restaurant.

Lot of menu
choice for
customer.

Disadvantages

Shop Name

Business
Concept

Pricing

Advantages

Disadvantages

Beijing Chicken Rice

(1.9km)

Traditional
Restaurant

Medium range
pricing.

Traditional
chicken rice
and
delicacies.

Congested
traffic with
narrow
driveway.

JB Chicken Chop
(1.5km)

Western
Restaurant

Medium range
pricing

Western
menu with a
touch of
traditional
value.

Along the
driveway, a lot
of dining option
offered to
potential
customer.

Market Segmentation
We has three distinct target populations:1. Family households with children under 18 years old.
This group of people is generally busier than other families with their time split between
work, home and their children activities. This group may be single parent households,
which only adds to the stress resulting from lack of time, coupled with the need for prior
makes for their children,. This provide them with a desire to provide their families with
good meals and free time to enjoy being together.
2. Family households with no children living at their home.
This group has a need for our services as hectic schedules, professional careers, and
daily demands on time come up against the need for tasty, healthy meals. Depending
on their work and home situations this demographic could use our service to enhance
their selection of meals all the while minimizing their time in the kitchen. This group does
recognize the benefits of our service and want to enjoy making meals for themselves
and socializing through our business.
3. Students, senior and elderly citizen
This group is fastest growing portion of the population and need our services for several
reasons:
a) A good portion if this group is simple unable to cook nutritious meals and does
not gave a knowledge or skills to continue to effectively maneuver themselves in
the kitchen.
b) Many senior do not have the time, energy or means to make it to the grocery
store.
c) Many students do not have time and means to prepare a meal in between their
studying schedule.

Market Segmentation

5%

10%

50%
30%

Family with Children

Family without children
Student
Senior Citizen

Advertising and Promotion

As a quick service retail business, our main goal is to provide high quality food with excellent
customer services. Our focus on promoting this business is through local public relation efforts
rather than paid advertising. With this in mind, the initial focus of our marketing strategy will be
to get out name and reputation out to public to create buzz. The basic ideology is simple, the
more people hear our name and become familiar with our services the more people will use it.
At start up, we will begin a focused advertisement campaign toward target segment. We will
update our advertising campaign regularly to fill in gaps based on follow-up research. We will
sell to our customers to gain repeat business and word of mouth advertising with the following
ideas:

High levels of customer service, friendly, comforting and entertaining.

Creating a fun and social atmosphere for our customer, so they want to return
Focus on specific portion of our advertising campaign on getting our repeat customer
come back and visit us.
Allow our best repeat customers to get special quantity specific discounts.
Enlist a comprehensive and highly interactive e-commerce initiative to help to
accommodate our customers payments and scheduling options.

Strategy and Implementation

Our number one strategy is to focus on our customer experience. Our success hinges on
whether customers receive what we promise them, and are pleased enough to come back for
more. Our KISS (Keep It Simple and Smile) approach will be successful only if we dont distract
ourselves from the core business of give a better services and fast, and of treating the
customers as if they are special.
As with any business model, we must adapt our strategy to the customer and market trends,
while maintaining consistency of brand and message. This is a challenge for any business in
any industry because the nature of business will always, and has always determined that the
best strategy with the most resources behind it will survive.
Below is area coverage on this business plan are made.