Professional Documents
Culture Documents
TABLE OF CONTENTS
3600 words (9 parts roughly each is 400 words)...................................................3
1.0
Executive summary................................................................................3
1.1 objectives................................................................................................ 4
1.2 mission................................................................................................... 4
2.0
company summary.................................................................................5
Service................................................................................................. 7
4.0
risk management................................................................................. 10
6.0
7.0
management summary..........................................................................14
8.0
financial plan...................................................................................... 16
9.0
exit strategy........................................................................................ 20
references........................................................................................... 21
11.0
appendix............................................................................................ 22
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1.1 OBJECTIVES
The objectives for the first three years of operation include:
1.2 MISSION
EzEats mission is to provide office workers a convenient way for them to get
to their basic need, food. Service reliability will be the focus of our company. This
would give our customers the confidence to stay on and gain new customers as we
grow.
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The company will be EzEat Sdn. Bhd., a wholly owned entity of Eileen Ting and
Robin Mowe. It will be incorporated as a private limited company.
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Smart phone apps, iOS apps and Android Apps, to be developed by a software
company, outsourced.
Brochures.
Any cellular service provider is sufficient, but all messengers will be given
hands free kit.
3.0 SERVICE
EzEat Sdn. Bhd.,will provide grocery, breakfast or lunchbox delivery service that
targets office workers, who uses smart phones. Our service is used to provide office
workers with food or groceries when they dont want to be faced with traffic or too
busy to go out for a meal, or they are too busy to go shopping.
Our main target group are the office workers who are smart phone users and
those who are internet users. We will accept orders from other customers as well, such
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as home makers. Our service goal will be to serve the customer as soon as possible
and a guarantee of delivery of the items ordered.
Another segment of customers that we might service would be the restaurants,
grocery stores and fast food operators. These suppliers might have their own
customers and wishes to have their products delivered to their customers. This is
where EzEats delivery service can help them. In trying to achieve service excellence
and a firm foothold onto our market share, EzEat would continuously find ways of
shortening the time it takes to deliver the items, meals or food to our customers.
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Market Analysis
Potential
Customers
Officeworkers
Non-office
workers
Total
Year 1
Year 2
Year 3
Year 4
Year 5
30%
400
520
676
879
1143
15%
30
35
40
46
53
29%
430
555
716
925
1196
Growth
The two listings below are taken from Google Adwords which shows the number of
monthly searches for related searches on food delivery services using mobile devices
and desktop/laptop devices. Global monthly searches refer to search perform by
anywhere around the world. Local monthly searches refer to search perform in
Malaysia. From the analysis, there is a market presence for online food/grocery
delivery. The competition level is in the medium range. We are unable to identify
significant domestic players in the providing online service of grocery delivery.
In Malaysia, there were 17.7 million internet users for year 2011 with penetration rate
of 62%. The internet user community is expected to increase by 25 million by year
2015 (ADMA 2012). As for mobile usage, Malaysia recorded 34 million users in 2011
which represented a penetration rate of 119%. In a recent June 2012 smart phone
ownership study released by Nielsen, 59% Malaysian has the intention of upgrading
their mobile phones in next six months where 79% of them plan to buy a smart phone
(Nielsen 2012). These justify our intention of providing our service through two
channels: website and mobile devices.
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With the primary activities of the value chain identified and linked we are now able to
identify clearly our companys competitive advantage. The following is a list of
competitive advantage:
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Support Activities
General administration: Registration of company, financial planning, registration of
company vehicles, renting an office
HR management: Recruiting & retaining employees, employee benefits, hiring of
delivery people, qualified web developers
Technology: Developing & maintaining company website which will be the portal for
customers to book order and suppliers to check orders. Developing software to track
user preference and calculation of customer-supplier distance for efficient delivery
Procurement: Selection & evaluation of suppliers, purchasing computers, office
equipments, company vehicles
break. These may include food courts, cafeteria, and restaurants nearby industrial
areas.
During the initial startup of the second month we will train all of our staff to do minor
sales work, in order to reach more customers. Each personnel will be given a short
training by Eileen to approach and ask potential customers register as one of our
customers. These personnel will also give a short introduction on our services and the
area that we serve. We will do this for a period of 2 weeks. After this phase we will
have our pilot delivery service by calling up our customers before lunch and offer to
deliver meals or groceries to the location of their choosing.
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6.3 Milestones
Full operation
Aggressive customer acquisition
January 2013
December 2012
November 2012
October 2012
positions such as, Process Lead, Manufacturing Engineer and Systems Engineer. His
experience in the industry has given him the skills necessary to plan and improve on
EzEats business process. This will give EzEat the competitive advantage that it needs
to strengthen its foothold on the market.
Robin will be in charge of the day to day operations of the company, scheduling of
pickups and delivery for the company.
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:
4% per annum
:
7 years
RM20,000
RM250,000 or up to 100% of the project
Eligibility criteria
:
Graduate holds majority equity in a company registered with the
Companies Commission of Malaysia under the Companies Act
1965
Has a diploma/degree/doctorate qualification
Must be below 40 years old and has successfully completed
training programmes, placement and practical training under the
Ministry of Entrepreneur and Co-operative Development (MECD)
or its agencies
Purpose of financing :
Working capital
Financing fixed assets or both
Eligible sector / Types of financing:
Transport
Tourism
Selected services
Franchise business
Special programme under MECD
Link: http://www.smeinfo.com.my/index.php/en/governmentprogrammes/financial-assistance/funding-a-business/governmentfundings/bank-perusahaan-kecil-a-sederhana-berhad-sme-bank
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4% per annum
Up to 15 years based on the financing
:
Eligibility criteria:
Malay or Bumiputera aged 18 years old and above
Obtained the necessary licence/permit/approval letter from
authorities to operate the business
Provide owned capital at least 10% of the project's cost
Full-time in the running of the business
Provide adequate collaterals
Required to attend entrepreneurial course if business experience is
less than 6 months
Purpose of financing
Assets acquisition and working capital
Eligible sector / Types of financing
All sectors
Type
Contract financing
Financing for General/Fixed Contract (RM250,000)
Financing for Sub-contractor under umbrella concept (RM250,000RM500,000)
Repeat financing for excellent contractors (RM250,000-RM500,000)
Special financing for manufacturing and Franchise
Manufacturing, services, tourism services (RM500,000)
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Link: http://www.smeinfo.com.my/index.php/en/governmentprogrammes/financial-assistance/funding-a-business/governmentfundings/majlis-amanah-rakyat-mara-
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RM50,000
Maximum financing:
Project Financing : RM 1.5 million
Fixed Assets Financing : RM 1 million
Working Capital Financing : RM 1 million
Eligibility criteria:
SMEs incorporated under the Companies Act 1965 or Registration of
Business Ordinance 1956;
At least 60% equity held by Malaysians;
Subsidiaries of public listed companies (not exceeding 20%
shareholding); and
Possess valid premises license
Purpose of financing:
Project, fixed asset and working capital financing
Link:
http://www.smeinfo.com.my/index.php/en/governmentprogrammes/financial-assistance/funding-a-business/governmentfundings/perbadanan-nasional-berhad-pns
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Among all this government agencies, we will seek loan from Malaysian
Industrial Development Finance Berhad (MIDF), our first priority. The
reason for this is the attractive 2% annual interest rate imposed.
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9.2 COMPANY GROWTH AS MODERATE WITH LUKEWARM RESPONSE FROM THE PUBLIC
In this event the management team must pay more attention in the business processes.
Tight management of funds is needed to ensure that the company does not slide into
the non-profitable area. At the same time the company must pay all of its
obligations/loans to the respective government bodies.
9.3 COMPANY FAILS TO GROW AND MARKET DOES NOT RESPOND TO OUR SERVICES
We need to close down the operations. All assets are to be sold off to pay off any
remaining debts. We could also find a company to acquire our business.
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10.0 REFERENCES
Google AdWords 2012, Google, viewed 31 August 2012,
<https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=
1000000000&__o=kt&ideaRequestType=KEYWORD_IDEAS>.
Smartphone Insights Study 2012, Nielsen, viewed 31 August 2012,
<http://jp.en.nielsen.com/site/documents/SPImr-jun12_FINAL.pdf>.
Asia Pacific Digital Marketing Yearbook 2012, ADMA, viewed 31 August 2012,
<http://asiadigitalmarketingyearbook.com/download/>.
One Stop SME Resources 2012, SME Info, viewed 31 August 2012,
<http://www.smeinfo.com.my/index.php/en/government-programmes/financialassistance/funding-a-business/government-fundings/bank-perusahaan-kecil-asederhana-berhad-sme-bank>.
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11.0 APPENDIX
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