pared by

HAIRUNNISA AZIRA BINTI TALIB 1131200077

Executive Summary

1. The SpeedMonster Racetrack is a company that provides facility for training and racing programmes to racers
and public. The aim is to educate the public to protect and help themselves as well as peoples around them when
bad scenarios happen and also for peoples that enjoy racing as their hobbies. Public can personally approach The
SpeedMonster Racetrack centre for details or access The SpeedMonster Racetracks website for further
information and enrolment.
2. The SpeedMonster Racetrack will be targeting various segment age from 15 to 64. Teenagers are welcome to join
our courses to learn basic skills sets or some fun outdoor activities. The SpeedMonster Racetrack believes that
the courses will be favourable to market and reach profitability in second year at RM 1 million.
3. The SpeedMonster Racetrack presume favourable demand as it is considered being the pioneer of such service
in Malaysia. This gives the company a great opportunity to grow in the Malaysias market. Nowadays, high
demand on superbike market and people are becoming more take it as enjoy outdoor activities such as club
convoy, morning ride in a group of friends or families member etc. These people will be the target market of
the company. As the amount of target market increasing, the opportunity of the company will increase.
4. The SpeedMonster Racetrack offers packages with reasonable fees affordable for appropriate individuals. The
SpeedMonster Racetrack marketing plan will focus on online trend through social media for instance Facebook
and Instagram.
Strategic Focus and Plan

Mission

The SpeedMonster Racetracks mission is to provide their customers with the top
situation awareness survival skill and providers the best facilities to meet their
preferences.

Vision

The Survivors vision is to be the best survival skills and racing training centre in term
of conveying accurate messages to the public with the most effective approach.
 Current Situation
Situation Analysis
Market Summary
Target Markets
Beginner Activity - Teenagers age 15 and above
Students Group Activity - intermediate stage
Automotive Clubs - intermediate stage
Individual Adventurous professionals

Market Demographics

GEOGRAPHICS BEHAVIOUR FACTORS

The SpeedMonster Racetrack has partnership with 3 of the Customers enjoy racing activities considering their
extreme park located in Johor, Shah Alam and Penang. All the base hobby and interest in the fast speedy track,
facilities will be improved with racing track and also tent attached
Customers like to spend time together with peers.
with bathroom for family who has children.
Customers adventurous and seek for new challenges
The SpeedMonster Racetrack programmes within Malaysia area, as and new activities for the weekend.
based on the package/customized activities.
The total targeted population is about 20 million including males
and females, age from 15 to 64 in Malaysia
DEMOGRAPHICS
The ratio almost equal between males and females.
In the latest Department of Statistics Malaysia survey of the Household Income and Basic Amenities Survey 2014, they
recorded that Malaysia household has a mean monthly household income of RM 6,141. The department said Kuala
Lumpur has the highest number at RM 10,629, followed by Putrjaya (RM 10,401), Selangor (RM 8,252), Labuan (RM
7,591) and Johor (RM 6,207).
Beginning of 2015, the estimated population of age distribution is as below:
Cont
Competition
The SpeedMonster Racetrack is forming its own market but there are automotive
industries proposing adventure tours. There are some automotive agencies specialize
in outdoor adventure tours that offering customers activities such as touring from
Kuala Lumpur to other states in and outside Malaysia with extra packages such as
camping, water rafting, jungle trekking or biking. Blastacars Malaysia Sdn. Bhd is one
of the most popular and experienced racing track provider that over inhouse track.
The SpeedMonster Racetrack has to differentiate from the market in order to
compete with them.
SWOT Analysis
Strengths Weaknesses
Pioneer in the industry New to Malaysia market, difficult to develop brand
Certified professional training programmes awareness as a start-up company.
developed by experts. The dependence on outside capital for the growth of
Outdoor programmes are available to meet different the business.
needs of different target markets.

Opportunities Threats
Position as foremost company in the market. Concept might be plagiarized by others, rival
Alliance and organize team building programmes for products occur.
various companies.
Attract adventurous people who seek excitement,
like to learn new things.
Collaboration with government in future.
 Keys to Success
The keys to success are developing courses that meet market demand.
Moreover, The SpeedMonster Racetrack ensures service quality and
customer satisfaction is requisite. By achieving these keys to success,
The SpeedMonster Racetrack will become a profitable and sustainable
company.
Critical Issues
As a start-up business, The SpeedMonster Racetrack is in the early stages. The
critical issues are for SpeedMonster Racetrack to:
Establish itself as the leading survival utmost skills programme company.
Constantly monitor service quality and customer satisfaction, ensuring the
service and satisfaction levels uphold.
 The four marketing mix elements
DISTRIBUTION/PLACE PRICE STRATEGY

Selection of venues will be held in provided racing This will be based on individual basis, group
tracks [with proper safety measurement check charges or corporate price..
with authorities of the said area before activities
commence.]

ADVERTISING AND PROMOTION STRATEGY

Several methods will be used to send message to the public

Customer services
SpeedMonster Racetrack programme officers will get updates routinely from time to time to achieve
customer care, and customized programme based on customer requirement within companys reach.
Marketing Research
The SpeedMonster Racetrack analyses their findings on the market segment
through attracting the public that prioritize their outdoor activities as their
hobby. The target markets with expedition interest have higher chance to join the
companys automotive activities to gain extra knowledge for their daily basis.

Customers database and surveys will be maintained in the system for effective
future reference. Current customers that already been with us will be monitored
closely through emails for feedback, this to make sure their objective that gained
from survival education and racing skills are whether achieved at the end of the
day. Core factors of customer satisfaction and service quality has to be
maintained from time to time, so the surveys from them will be held once after
they finished the programme, in order to improve the facilities and the quality of
the company.
 Financial Data and Projections
Break-even Analysis
In order to gain the break-even point, it is shown in the graph
below that The SpeedMonster Racetrack has to get at least 1,376
customers before the profit starts to come in.
The SpeedMonster Racetrack aims to have a profit gaining margin
at the end of the second year. The objective is more realistic with
the analysis in order to achieve the number of target customers
per year.
The SpeedMonster Racetrack estimates to obtain 500 customers
for the first year and achieve 800 steady customers the following
year. Therefore, the sales growth will continue to increase after
covering the initial production costs and increase the profit margin
at 5% annually.
Expenses forcast
For the first year, a start-up company commonly has heavy expenses due to the start
up equipments and aggressive promotion for company exposure. When the company
has start to position itself stably, the advertising budget can be reduced and emphasis
advertising on specific market segments. As the company presence longer in the
market, the more loyal customers can be built. With word-of-mouth referrals, The
SpeedMonster Racetrack build reputation with credibility and reduce advertising
costs. Table below shows expenses forecast for The SpeedMonster Racetrack.
 Year
Marketing Expenses Budget
2013 2014 2015

Web site RM25,000.00 RM10,000.00 RM10,000.00

Advertisement

Newspaper & Magazines RM5,000.00 RM5,000.00 RM5,000.00

Bloggers RM3,000.00 RM3,000.00 RM3,000.00

Printed materials RM2,000.00 RM2,000.00 RM1,000.00

Referrals (special discount) RM500.00 RM1,000.00 RM2,000.00

Total RM35,000.00 RM20,000.00 RM19,000.00

 Controls
Customer Satisfaction
Since the plan is to provide a service, a questionnaire is to be provided to the customer after they have completed

the program. This will be done with immediate session right after the programme has completed.

The questionnaire should provide the access to customer to notify whether they are satisfied with the service

given and whether do they feel is it value for money. It will also give them the chance to give feedback and

suggest if the program requires anything to be added or removed.

Look into the possibility to give incentive in the form of vouchers or discount for customers that respond to the

questionnaire.

New Product development

This will be in the pipeline after few months of implementation and would use the feedback from questionnaire

given to customer to know whether the program lacks anything.

Implementation
The launch of the program will use phased approach in terms of increasing awareness of potential customer
regarding the program that is offered. But certain important milestones need to be achieved to be on par
with forecasted budget and expenses. The milestones are shown in the chart below:
Contingency Planning
Difficulties and risk
Price war with competitor. Innovative way to continue having competitive
advantage with value for money provided for customer.
Unable to increase customer base. Increase media marketing at target group of
youngsters at schools, corporate offices and kindergarten.
Worst case risk
Unable to continue the business with a self-sustaining financing model.
Insufficient budget to cover basic expenses of trainer salary and facility overhead
cost.
Financial back up
Declaring assets or equipment with high liquidity in order to continue sustaining
the business.
Identifying business loan from financial institution
 Team or Company Name: Date:
The Business Model Canvas THE SPEEDMONSTER RACETRACK JUN 2016

Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
Equipment event management outdoor activities Service quality. Customers enjoy
sponsors online booking situation awareness Tailor-made courses. expedition activities
online market - online payment Speed ride Customer Customers like to spend
facebook, Racing skills satisfaction. time together with peers.
instagram families gathering School holidays Customers adventurous
extreme park - dont reply on programmed that and seek for new
location technology, back to enable the family to challenges and new
TV production - basic gather with peers, activities for the weekend
advertisement have fun and learn Primary Segment: Racing
something new and track Penang, Shah Alam;
useful that may be & Johor.
applicable in the Secondary Segment Family
future. Activity - beginner stage -
Key Resources Channels children age 15 and above;
Trend in Malaysian auto Equipment sponsors Club and Society Group
Sport market online market - Activity - intermediate
Individual & Society facebook, instagram stage;&Individual
enjoy racing activities extreme park - Adventurous hardcore
Pioneer in the industry location
Certified professional TV production -
training programmes advertisement
developed by experts.
Outdoor programmes

Cost Structure Revenue Streams

Material purchase The company resourceful website or through social media for example
General and administrative cost Facebook. Online website will be served as the main base for the
Marketing Expenses customer to get to know the company in more detail.
The sales call to companies which has the potential to go for team
building activities. Appointment to be arranged and the sales person
can give short product knowledge to companies CEO/ chairman/ GM
as well as approaching the schools before their school break.
THE END