Title : Successful Entrepreneur

Lecturer : Ms Yvonne
Students Name Students ID
Kok Pei Wen SUKD1502683
Leong Pui Yee SUKD1503766
Patrick Chai Zian Ann SCM030683
Dato Steven
Sim Leong
Thun

57 years old

s
CEO

Cakes & Caf

 Background
O Born in 1959 in Kota Bharu, Kelantan,
Malaysia
O Youngest child from eight siblings
O His family background was poor and it
sparked his creativity
O He made own toys for himself
Story beforehe started his
ownbusiness

O marketing director at a multinational

company
O five-figure monthly income
O opportunity to visit many countries
O exploring food culture
 History
O 41 years old

O started business with 3 nephews (trained

bakers)
O started the business with a new concept

O start-up capital - RM150,000 (self-

funded)
History (Cont)
O The concept is :
-flexible
-provide different type of
foods in different countries
O Develop a Malaysian brand
in overseas
O Branches: Singapore,
China, Brunei, Philippines,
Australia, Indonesia,
Thailand, & other countries
 History (Cont)
O 1997:

O 1st Secret Recipe Outlet in SS2, PJ

O created logo, company colour, uniforms,

menu outline, interior design, marketing

strategies & customer service standards
 History (Cont)
O 2000:
O 15 branches in Klang Valley
O One outlet in Singapore
O Started franchise business
O Red Lobster
O Olive Garden
O Longhorn Steakhouse
 Entrepreneurial Spirit
O Dato Steven Sim:
"Differentiation, innovation, adaptability,
research and development, consistency,
identity and brand promise are the
ingredients that drive and grow our
company.

you have to learn from your mistakes

by reflecting on them and keep going...
 Challenges
O Asian financial crisis
O Small capital of
RM150,000
O Lack of capital for
promote
O Competitors
O Consistent product
quality in all the outlets
Turning Point of Success
O A reporter suggested him to
participate the cheesecake
competition
O But he forgot the date of competition
O He send a normal cheesecake
because he didnt prepare
O He get champion
 Success
O Have dream and vision
O Passion
O Foresightedness
O Learn to adapt to the situation and can
be flexible to modify what does not suit
the culture of a place
O Initiative
 Success (Cont)

O Determination
O Financial planning skills
O Think out of the box
O Never give up his dream
 Failure
O Collapse of franchise investors in
foreign countries.
O 7 million dollars investment went
down to ashes in within a year.
O Three non-profitable franchises were
forced to close down in 2013 in
Australia.
Second Turning Point
O Secret recipe did not just gave up on
the franchises in Australia
O Find out what are the problems and
conquer them
O Location has changed and promotion
is held and this saved them from
such crisis in Australia. (Shopping
Malls).
 Awards
O Brand Personality Award,
O Chief Executive Officer of Secret
Recipe in year 2007
O Outstanding Entrepreneur by Asian
Pacific Entrepreneurship Award (APEA)
in 2012
O BrandLaureateSMEs Entrepreneur of
the year award 2012
O ASEAN Master Class Awards by ARFF.
 Conclusion
O Dato Steven Sim has an innovative
mind set which brought him todays
success.
O It needs lots of determination and
patience to achieve such success.
O He is ambitious in achieving his
goals and not giving up is his first
priority to achieve success in his life.
Conclusion (Cont)
O Dato Steven Sims spirit
enlightened us towards achieving
our goals and it does not matter
whether it is short term or long term.
O Focus on every goals ahead and
conquer it is the best way to achieve
success.
O We will work hard to achieve goals
and to be successful in life.
 References
O Chua A.D. (2014, September 23). Usahawan- Dato
Steven Sim Leong Thun. Retrieved July 22, 2016 from
http://aidee92.blogspot.my/2014/09/usahawan-dato-
steven-sim-leong-thun.html

O Rachael K. (2009). The Secret of Secret Recipe.

Retrieved July 22, 2016 from
http://www.thestar.com.my/business/business-
news/2009/03/21/the-secret-of-secret-recipe/

O The Entrepreneurship Journey: The Inspirations from

Food and Beverages. Retrieved July 23, 2016 from
http://theentrepreneurshipjourney.blogspot.my/
Thank You