NAME:
PREMDYL SHADAN (0321979)
SARA WEE (0322469)
SHREYA WILSON (0322173)
HOH JEAN MING (0322696)
HONG SEOTAEK (0322045)
MODULE:
INTRO TO BUSINESS
TUTOR:
MS. TAY SHIRMEN
PROJECT:
FINAL PROJECT (BUSINESS DRIVE)
INTAKE:
JANUARY 2015 (FNBE)

CONTENTS
EVALUATION SUMMARY

TRAP NEUTER RELEASE MANAGE (TNRM)

2-3

TARGET MARKET

4-5

COMPETITION ANALYSIS
PRODUCT AND PACKAGING

6
7-10

PRICING

11-13

PROMOTION

14-16

DISTRIBUTION

17

GREEN MEASURES

18

HUMAN RESOURCE

19

EVALUATION

20

ATTACHMENTS

PHOTOS

21

RECEIPT OF COST

22

RECEIPT FROM CHARITY ORGANIZATION

23

EXECUTIVE SUMMARY
In groups of 5, students of Foundation in Natural and Built Environment of the
January intake 2015 who took the Introduction to Business module was assigned the
task of raising money for a chosen charity of their choice. This project gives us an
insight to run a small business venture and also to gain experiences about how to
manage and cooperate with other group members as well as handling customers.
After a lengthy group discussion, our group decided to raise funds by selling a
variety of food (lok-lok, homemade pasta and chicken mushroom soup) and face
masks imported from Korea. Food and face masks were chosen as we decided to
reach out and expand our range of customers. Food is a basic necessity and it was
packed properly so that our customers could carry a nice hot meal around before
eating it. As a group decision, we took the initiative to use reusable and recyclable
materials to pack the food throughout this charity drive. A few group members
manned the booths while the other members did walking sales.
All profits made were given to Trap Neuter Release Manage (TNRM), a society that
keeps the population of stray cats and dogs at bay. We chose this charity as they
have recently started this organization and needed funds to kick-start their initiative.
In a period of four days, our team set up a booth in front of the Student Life Centre of
Taylors University Lakeside Campus as well as walk around the campus to sell our
products and receive donations for TNRM.
A total profit of RM 1,940 was raised by out group for TNRM.

TRAP NEUTER RELEASE

MANAGE (TNRM)
Shooting and poisoning are increasingly being used as methods to reduce the
number of stray animals but non-governmental organisation. This is where TrapNeuter-Release-Manage (TNRM) Malaysia come in- this organization feels there are
much more humane ways to deal with this issue. The method carried out by TNRM
involves rescuers trapping the animals, neutering or spaying and, finally, releasing
the strays back to the streets. There will also be a manager in an identified area,
usually someone who feeds the dogs, so the public knows that there are people
minding the animals and therefore learn that not all strays are dangerous, and with
the proper care and kindness that all animals deserve, they will be harm anyone.
TNRMs goal is to reduce the number of strays through attrition death from old
age or natural causes. TNRM Malaysia is co-founded by Stuart Tan and his main
goal through this organization is to deal with the population of stray animals. TNRM
Malaysia was founded in 2012, when Tan and three other core members decided to
introduce the practice in Malaysia after learning these methods of keeping stray
animal populations down from Germany and London.
The process of capturing the stray animals works as such- a feeder from an area will
contact TNRM, either by text or through their social media sites. These feeders are
usually the local community who feed the strays regularly and usually do not have
sufficient income to adopt all of them. Many other members of the public do contact
TNRM as well with cases of stray animals, but priority is given to the said feeders as
the animals are easier to catch by hand as they are familiar to the feeders in the
area. Even though some strays may be slightly unfriendly, they are used to a usual
feeding time and routine and are easier to catch by luring them into enclosures.
Once the strays are caught, TNRM volunteers will transport them to Klinik Kembiri in
Setapak, or one of their chosen private vets, for neutering. The animals are kept in a
transit centre before they are sent back to their original pickup spots and will
continue to receive regular food supply from the feeder. This way, when the strays
return, they are familiar with the environment and will not change territories causing
more strays to come in to take over the area. To-date, TNRM has neutered about
400 stray cats and dogs and managed to re-home about two to three hundred
animals.

The volunteer group of 12 people operate solely within Klang Valley, focusing on
their main work of trapping and logistics. The said group relies heavily on donations
to cover the costs of neutering, medical attention as well as transportion costs, which
can come up to RM 5,000 to RM 6,000 a month.
Jean Liew, a co-founder of TNRM emphasizes that TNRM are not animal recuers.
The volunteers help rescue stray animals, whilst requiring great effort, it still does not
solve the root of the problem. Their centre in Kajang is not labelled a shelter. TNRM
stresses that it is a transit home for the animals and once recovered, the strays are
either returned to their areas or put up for adoption.
TNRM Malaysia helps control the growing population of stray animals by spaying
and neutering the animals- it is one of the best and most effective methods of
population control. Studies show that a pair of unneutered male and female dogs on
the street can produce up to 67, 000 offspring within the short time of six years. With
the councils coming in to trap strays and putting them down, a cycle is created- more
new strays take over the territory to take over the area and breed. Most of the times,
the stray animals choose locations close to neighbourhoods where the access to
food is available. Local residents and workers fear that the strays will be a danger to
the community and attack- this being a common misconception as animals rarely
attack unless provoked. In addition to that, the local members of the community need
to learn that animals are less aggressive when neutered, compared to non-neutered
strays, thus decreasing the number of fights over mates and territories.
TNRM aim to re-home most strays that they rescue, as such there is a system after
neutering animals- the tip of their ears are snipped to tag that the animal has been
spayed. This being that the council take notice of this system and stop the capture of
stays with snipped ears, as the act of putting down animals with euthanasia is not
just inhumane, but costly as well. The costs can be channelled into proper shelters
for the strays and funds can be put aside to aid organizations such as TNRM. Many
see the most effective and fastest solution of decreasing the population of strays is
to kill the animals. TNRM pleads for the community to realize that the root of this
problem of stray animals are in fact human beings.
It is unfair to conclude that strays should be put down without being given a chance
to live as they are more helpless than human beings are- in fact, human beings
should be stepping up more often to help this problem.
Trap-Neuter-Release-Manage Malaysia is still by far a very new concept, but with
funds to help them spread the message to educate the public, the number of stray
animals can be reduced in a more humane and effective manner.

Target Market
2.1 Customers and Their Backgrounds
As the Taylor's University Lakeside Campus TULC is a private institution, the majority
students come from middle to upper income level group, and would thus be willing to
purchase our products even though it is above market price. So our primary customers
would focus mostly on students of TULC. These students would be highly interested in
the consumption of light yet satisfying grab and go snacks, also being young adults, be
highly vulnerable to urge and passion for our face masks for the youth, which we take
as an opportunity. Our secondary customers would be our friends, family and the people
visiting TULC. The advantage of this customer base would be that they can be easily
convinced and persuaded into purchasing large amounts of our products at a higher
cost without any regard for quality. The guests of Taylors are quiet enthusiastic about
the fact that we young generation are involved in such event involving charity make it
easy for us to present our products easily with barely any need for marketing. Especially
to family, with their willingness to support our endeavors, would spend way above usual
customers from their income bracket would normally spend. Our tertiary customers
would be everybody else present in the TULC staff, lecturers, janitors, everybody else.
This target group would be harder to appeal to, but is also willing to spend more on our
products as they most likely have their salaries.

2.2 Customers Wants and Needs

Our primary customers want primarily two things: advantages and freshness of
home-made products, and thus would be willing to an even higher price for a product
that is exactly the same as a factory-made one. Thus, it is clear that our products caters
extremely well to this target demographic. In addition, by making our products delicious
yet bite-sized, as well as reasonably priced, (less than and equal to RM5) we create an
artificial need to the customer: the need for more enjoyment. Here, we take advantage
of the customer's want for more by selling products that are sized just short of satisfying.
The customer would then have an innate need for more of the same, and would be
coaxed into coming and purchasing the same product again. Our secondary customers
primarily want one thing: to support us. While it is true a sizable minority of them wants
them because of the merit of the product, the majority just want to exercise their
obligation as family and friends and purchase the products to support and care for
us, especially our classmates who havent taken this subject willingly bought products
from all the stalls to motivate us. With this, we could take advantage of that mentality
and present our products to them from a different angle. Instead of showing them how
tasty and homemade our products are, we could ask them to support our cause. Our

tertiary customers also have a big hand in our sales as they were the ones who bought
most of our products, and barely have any complaints regarding it.

2.3 Customers Spending Power

The following information regarding customer type is derived from the information
presented in (2.1). Our primary customers' spending power is highly dependent on their
parent's income bracket. However, as they are students of TULC, a private institution,
the vast majority of them would come from a middle to upper income family. (Household
income >RM4000) Based on our informal oral surveys among our peers, the majority of
them are willing to expend up to RM5 for any product, with RM10 being the absolute
limit. This is also reflected in the tendencies of the students to have their lunches and
dinners at relatively expensive restaurants. Our secondary customers' spending power
is less dependent on income, and more dependent on how strong the relationship
between us and them are or how well we convince them about the product and their
contribution to the charity. The closer the ties the customer has with us, the more said
customer is willing to expend. Thus, their spending power could be ranked on a scale;
from RM5 (being distant friends and acquaintances), RM10 (closer friends), and RM20
and above (close friends and family members). Our tertiary customer's spending power
is diverse, ranging from low spending power from the janitors to extremely high
spending power from the lecturers and staff. We estimate that the low income group (i.e.
janitors, cleaners) would be willing to expend at most (and rarely) RM5, and the higher
income group (lecturers, staff, visitors, etc.) would be willing to, on average, expend
upwards of RM30.

Competition Analysis
A full analysis of our 2 main competitor stalls, steam delicious and pasta shaker:Comparative
Information

Steam delicious

Pasta shaker

Conclusion to
improve our business

Products

All
steamed( sausages,
fish balls, siu mai,
tong shui and sweet
corn)

Pasta cup (inclusive

Have variety of foods
of salad and one
which are suitable by
chosen sauce), grapes everyone.
in a cup and sparkle
drinks.

Strengths

Prepared on the spot. The packaging and

Try to improve the
Hot and fresh
quality which attracts packaging and stall
the customers.
decoration

Vulnerabilities

Lack of mobile sales

with customers

Lack of promotions

Emphasize on the
marketing strategies

Demanded products

Siu mai and sausages

Pasta cup

Face mask and pasta

as main products

Products and Packaging

Product One- Korean Face Mask
For our first product, we decided to sell Korean Face Mask. Hand-carried all the way from
Korea by our teammate Hong SeoTaek (Lawrence), face mask was one of the first ideas
for selling during our charity drive (business week). The product itself, is made and
packaged in Korea. The face mask comes in a variety of 7 different types. The following
types are listed below:
1.
2.
3.
4.
5.
6.
7.

Aloe
Royal Jelly
Coenzyme
Green Tea
Cucumber
Snail
Collagen

The reason why we chose face mask as one of our product to sell during business week is
because of the benefits it contains towards beautifying the skin. Each type of mask has a
specific function and way to help maintain healthy and better skin.

1.
2.
3.
4.
5.
6.
7.

Aloe- Stabilzing, Mosturizing and Nutririon

Royal Jelly- Skin Health, Skin Burnish and Vitality
Coenzyme- Skin Cleanse, Elasticity and Moisturising
Green Tea- Skin Cleanse, Vitality and Brightness
Cucumber- Skin Cleanse, Vitality and Brightness
Snail- Skin Health, Skin Burnish and Skin Cleanse
Collagen- Stabilizing, Nutrition and Empowering

As the picture shows, the face mask have already been

packaged in a hygienic, hot-sealed, plastic wrap that
can only be opened once torn. We think that the
packaging of the product, attracted customers to buy
our products, because of its colourful and informative
packaging which attracts the eye of the customer.

Product Two- Variety of Food

For our second product, we had also decided to sell a variety of food as another source of
profit. For food, we started of by selling Lok Lok which is described as boiled process food
on sticks. Our Lok Lok ranged in different combinations of food such as fishballs,
meatballs, tofu, crabsticks and so on.

Also, we sold hot soup in the charity drive as one of the products. On day 1 and 2 we sold
mushroom soup and on fay 3 and 4 we sold chicken soup. the reasoning behind selling
soup has because we wanted to give the customers something that could be comfortably
eaten on a cold, rainy day as it is now monsoon season in Malaysia.

Finally, on every single day of our charity drive we had also decided to sell pasta. Pasta
sauce was vegetarian and made by our group member, Sara. The pasta itself, was boiled
there using an induction cooker while the sauce was also constantly on heat during the
period of time we were selling in front of SLC. Again the reason for selling another hot
product is because we wanted to give the customers something that could be comfortably
eaten on a cold, rainy day as it is now monsoon season in Malaysia.

As the picture shows, the food was packaged by us group members (using the proper
hygiene equipment such as gloves) in a microwavable plastic bags and containers to avoid
any poisoning from the plastic itself. Using normal types of plastic would cause the plastic
packaging to melt, making it hazardous for our customers. Therefore, we took the extra
cost for the well-fare of our customers. We think that the packaging of the product may not
be as strong as our face mask but this is the fastest, quickest and most efficient way to get
our product to the customer when its hot. The plastic containers are able to keep food hot
all the time which is what our group was trying to put forth while selling these food
products, during business week.

Pricing
[Lok-Lok] (The food on stick)
RM 3 per Stick, RM 10 for 4

Cost of Production (single stick)

Product

Cost (RM)

Single Type of Processed Food A

0.30

Single Type of Processed Food B

0.30

Single Type of Processed Food C

0.30

Wooden Food Stick

0.10

Others Costs

0.20

Cost of Production

1.20

Total Cost of Production (*210)

252.00

Pricing Strategy for Lok Lok

1)
2)
3)
4)
5)

Cost of production of a single stick = RM 1.20

Selling price of the product should be at least double cost
Initial selling price was set as RM 3.00 (250% of the cost)
Profit from a single stick is RM 1.80
Promotion of RM10 for 4 sticks (in this case the profit made would be 5.20)

Target Sales/Profit
1) Target sales are to clear off 210 sticks
2) This case the profit calculation would be done with the minimum forecast
(210sticks / 4 * RM 5.20 = RM 273)

[Pasta/Soup] (Chicken/Mushroom Soup, Tomato Pasta)

RM 5 per Bowl

Cost of Production
Product

Cost (RM)

Chicken Soup Can

17.00

Tomato Pasta Sauce

29.00

Pasta

19.00

Container

7.00

Others Costs

1.00

Total Cost of Production

73.00

Pricing Strategy for Soup and Pasta

1)
2)
3)
4)

Cost of production of a single bowl of soup = RM 0.7

Initial selling price was set as RM 5.00 (714% of the cost), profit of RM 4.3
Cost of production of a single bowl of pasta = RM 1.00
Initial selling price was set as RM 5.00 (294% of the cost), profit of RM 3.3

Target Sales/Profit
1) Target sales are to sell off 50 bowls of pasta and soup each
2) This case the profit calculation would be done with the minimum forecast
Soup (5 0.7) * 30) =RM 129
Pasta (5 - 1.7) * 30) =RM 99
=RM 228

[Face Mask] (Cosmetics)

RM 3 per Mask, RM 10 for 4

Cost (cosmetic face masks)

Product

Cost (RM)

Face mask imported

0.60

Cost

0.60

Total Cost (*700)

420.00

Pricing Strategy for Lok Lok

1)
2)
3)
4)
5)

Cost of single mask = RM 0.60

Selling price of the product should be at least double cost
Initial selling price was set as RM 3.00 (500% of the cost)
Profit from a single mask is RM 2.4
Promotion of RM10 for 4 masks
(in this case the profit made would be RM 7.60)

Target Sales/Profit
1) Target sales are to clear off 700 masks
2) This case the profit calculation would be done with the minimum forecast
(700masks / 4 * RM 7.6 = RM 1330.00)
Total Target Profit (approximate)
RM 272 (from Lok Lok) + RM 228 (from pasta/soup) + RM 1330 (from face masks)
= RM 1831.00

Promotion
Main Marketing Strategy
The main marketing strategy of our charity was Save the Strays! The reason for having this
slogan for our charity drive is because as mentioned our profit was given to a charity called TNRM
(Trap Neuter Release Manage). TNRM is a transit centre for stray animals to help them get the
certified vaccines and health check ups they need to survive on the street.

Poster used to advertise and create

awareness for TNRM as well as using
the catch phrases Save the Strays!
and Dont Kill Innocent Animals!.

Main Tools of Promotion (Posters)

To promote TNRM and our products for this charity drive, one of the main tools of advertizing and
promotion was posters. SeoTaek and Premdyl had designed various posters to try and promote
offers, as well as encasing the products and its benefits on the posters as well. We chose this
stratergy as SeoTaek is good with photoshop and the colourful posters attract attention of
customers .

Advertising Posters designed by SeoTaek

Promotional Posters designed by Premdyl

Main Tools of Promotion (Face to Face/ Walking

Sales)

Another way to promote TNRM and our products for this

charity drive, to advertise and promote was through face to
face communication. Premdyl, Jean and Sara had taken
turns in the whole course of the business drive to walk
around famous to sell our products to all customers on
campus. This strategy was chosen as one of the main
promotional strategies because we tried to make it
convenient for our customers and target market. We also
used this strategy because we needed to expand our
business to reach our goal of profit during this charity drive.

Other Tools of Promotion (Social Media)

The last way of promoting our

products to people was through
social media such as Facebook.
Posting our promotions and
products on social media was
another to get to the customers in
a more convenient manner. It is
also an eco-friendly version of
promoting our products, as paper
and less effort is needed in this
process.

Distribution
We have two main products which were food (pasta, soup and steamboat)
and masks. For food, we got the food supply from NSK market which is
located at Kuchai Lama by own transport.
For steamboat (lok-lok) we
prepared everything before the charity drive and boiled it on the spot,
including pasta and soup, which we cooked and prepared everything in the
morning before the charity drive started. For face masks, we found our
supplier from Korea, and got the face masks imported 2 weeks before the
charity drive started and using own transport to get our products to Taylors
University lakeside Campus, Student Life Centre which was our sales
location.
To minimize the waiting time for customer to obtain their products, we have
everything prepared before the charity drive such as food, we had everything
cooked and prepared and when customer make their orders they can get their
food in less than 30 seconds. For face mask, we have the face masks laid on
the table and so customers can pick and go.
We have around 100 customers a day from food to face mask. Depends on
the crowd, we did walking sales, walking around campus and approach
potential customers. Some of the customers only gave donation instead of
purchasing the products.
Yes, for face mask we promoted on several social medias and through
friends. There quite a few amount of face masks that were ordered online or
through phones. We deliver the face masks to the customer through several
ways, such as cash on delivery, or we personally deliver the products to the
customer without charging any delivery fees.

Green Measures
The product we chose as mentioned were food and face masks. We used
recyclable containers for our food and soup, and for the face mask we made
sure it is safe to use. So we did try our best to approach environmentallyfriendly measures. As mentioned, for food, we used recyclable containers for
packaging and we encourage our customer to have their own containers to
save the environment. There are waste bins for recyclable materials such as
plastic, papers and etc, so customers can either keep the containers, or put it
to the recyclable bin after consuming the food. We tried our best to use less
plastics and our waste we put it to the recyclable bins and as most of the
material used were recyclable. Lastly, we used an induction cooker only to
heat the food up every half an hour to keep everything fresh and warm as
everything was prepared before the charity drive that gave us the benefit to
consume less electricity.

Human Resource Planning

(Roles taken by the Members)
Division of Labour
1) Hoh Jean Ming Walking Sales / Resources
-was in charge of walking sales around campus, visiting classrooms, offices,
commercial block and etc with the products and getting people to purchase
-purchasing the food resources for food production
2) Hong SeoTaek Stall Sales / Resources / Marketing
-was in charge of on-stall sales, attempting to attract customers passing by the
corridor to purchase the product
-importing face masks from abroad
-designing posters to promote our products
3) Premdyl Shadan Sales / Marketing / Organizing
-was taking part in both on-stall sales and walking sales
-designing the poster to explain about the charity organization, explaining
details about the products to the potential customers
-organizing the schedule of the charity drive, and the arrangement of the stall
4) Sara Wee Sales / Production / Marketing
-was taking part in both on-stall sales and walking sales
-cooking the food products for sales
-explaining in detail about the cosmetic product and the charity organization
5) Shreya Maria Wilson Sales / Production / Accounting
-was in charge of on-stall sales, attempting to attract customers passing by the
corridor to purchase the product
-cooking the food product for sales
-calculation of daily revenue and daily profit, with the writings of the receipt
book

Evaluation of Result
There were successes and failures in this charity drive. However, overall result of
the charity drive could be counted as a success. The tasks were divided clearly amongst
our group members, each member showing great contribution and performance on their
given tasks. Due to our chosen products, there werent any burdening competition.
Resulting, our target profit for these 4 days of charity drive was to make approximately RM
1831.00 after selling our products. In the end we werent able to sell off all our products
which could be counted as a minor failure, but appreciation to the kind hearted people,
donation have helped us cover up and make total profit of RM 1940 exceeding our target
profit by about RM 100. The left over products could be cleared off in different places,
completely covering all the costs and losses, allowing us to call the event successful.

PHOTOS

RECEIPTS FROM COST

RECEIPT FROM CHARITY ORGANIZATION