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Coolife Sdn. Bhd.
COOLIFE SDN BHD
No.30 F-2, Medan 18/3,
Taman Pengkalan Jaya, 31650 Ipoh
Perak Darul Ridzuan
Malaysia.
Telephone Number: 05 – 3212328, 05 – 3212329
BUSINESS PLAN
BY
GOH YU TIAN
LEONG YUE MUN
LIEW CHEW CHEN
SOO KAI CONG
YAP YONG HUI
Business Plan prepared on March 2018
By Goh Yu Tian, Leong Yue Mun, Liew Chew Chen, Soo Kai Cong, Yap Yong Hui
Coolife Sdn. Bhd.
ii
Copyright @ 2018
ALL RIGHTS RESERVED. No part of this Business Plan may be reproduced,
stored in a retrieval system, or transmitted in any form or by any means, graphic,
electronic, mechanical, photocopying, recording, scanning, or otherwise, without
the prior consent of the authors.
Coolife Sdn. Bhd.
iii
DECLARATION
We hereby declare that:
(1) This UBTZ3016 Entrepreneurial project is the end result of our own work and
that due acknowledgement has been given in the references to ALL sources of
information be they printed, electronic, or personal.
(2) No portion of this Entrepreneurial project has been submitted in support of any
application for any other degree or qualification of this or any other university,
or other institutes of learning.
(3) Equal contribution has been made by each group member in completing the
Entrepreneurial project.
(4) The word count for this Entrepreneurial Project are 16,773 words.
Name Of Student: Student ID : Signature :
1. GOH YU TIAN 15ABB01020 1
2. LEONG YUE MUN 15ABB00228 1
3. LIEW CHEW CHEN 14ABB02363 1
4. SOO KAI CONG 13ABB06026 1
5. YAP YONG HUI 15ABB00676 1
Date: 30th March 2018
Coolife Sdn. Bhd.
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ACKNOWLEDGEMENT
Appreciations and special thanks to Universiti Tunku Abdul Rahman (UTAR), for
providing us this huge opportunity to perform, conduct and complete this set of
Entrepreneurial Project (Final Year Project) for the course being offered by the
Universiti, Bachelor Of Business Administrations (HONS) Entrepreneurship. By
conducting this set of Business Plan, we are able to clearly identify, understand, and
realize the importance of preparing and completing a Business Plan before an
entrepreneur wish to get into the business world / market place. Besides, the importance
of the level of cooperation and teamwork are totally significant to be known by each
and everyone of the team members who are going to work in a team in order to perform
given tasks.
Most importantly, we would like to take this opportunity to give our deepest
appreciations towards Mr. Nor Azim bin Ahmad Radzi, our group’s final year project
supervisor in discussing with us with some of the useful and informative data(s) as well
as materials throughout the process of completing this Entrepreneurial Project. We
absolutely appreciate all his suggestions and opinions which was being discussed
throughout the whole process in completing this Entrepreneurial Project.
Last but not least, we would also like to take this opportunity to thank all parties
and individuals which had given us with opportunities and cooperate with all of us
throughout the whole process in completing this Entrepreneurial Project as if none of
all your valuable suggestions and comments, we might not be able to complete our
Entrepreneurial Project in this given period of time. Therefore, once again, thank you
very much.
Coolife Sdn. Bhd.
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DEDICATION
Special Thanks To
Universiti Tunku Abdul Rahman (UTAR)
Millions of Thanks To
Mr. Nor Azim bin Ahmad Radzi (Entrepreneurial Project Group 7 Supervisor)
Dr. Nurliyana binti Maludin (Entrepreneurial Project Coordinator 2018)
Dr. Peter a/l Yacob (Entrepreneurial Project VIVA Session Examiner)
Mr. Suresh a/l Nodeson (Entrepreneurial Project VIVA Session Examiner)
To everyone, individuals, parties, lecturers, respondents, group members,
which had given fully supports, valuable opinions, useful comments, and cooperation
towards this Entrepreneurial Project (Final Year Project)
Thank you very much !
Coolife Sdn. Bhd.
vi
TABLE OF CONTENTS
Contents Page Number
Copyright Page……………………………………………………………………... ii
Declaration……………………………………………………………….………… iii
Acknowledgement………………………………………………………….………. iv
Dedication……………………………………………………………………………v
Table of Contents……………………………………………………………............ vi
List of Tables……………..………………………………………………….…….... ix
List of Figures…………...……………………………………………….………….. x
List of Financial Statements……………………………………………….………... ix
List of Appendices…………………………………………………………….…….. x
1. EXECUTIVE SUMMARY……………………………………………………. 1
1.1 The Opportunity…………………………………………………………….. 1
1.2 The Description of the Business……………………………………….……. 1
1.3 Competitive Advantages……………………………………………………. 2
1.4 The Target Market…………………………………………………………... 2
1.5 The Management Team……………………………………………………... 2
1.6 Brief Summary of the Financial Projections……………………………....... 3
1.7 Description of What the Business Needs………………………………….... 5
1.8 Exit Strategy for Investor………………………………………………….... 5
2. THE BUSINESS………………………………………………………………...6
2.1 The Description of the Business………………………………………..…….6
2.1.1 Name, Logo, and Location of the propose business…………………... 6
2.1.2 Nature of business / Products offer……………………………………10
2.1.3 Company Missions and objectives………………………………........ 11
2.2 The Opportunity……………………………………………………………..12
2.2.1 Problem to solve or need to be filled…………………………....……. 12
2.2.2 How the proposed business solves the problem or fills the need…….. 13
2.3 Competitive Advantages……………………………………………………. 14
Coolife Sdn. Bhd.
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2.3 1 Description of the business model………………………………….... 14
2.3.2 How the business will create sustainable competitive advantages....... 18
2.4 Current Status and Requirement……………………………………….. 20
2.4.1 Innovation of DELAC 4E Compact Table………………….... 20
2.4.2 Projected Milestones…………………………………………. 20
3 INDUSTRY ANALYSIS……………………………………………………… 23
3.1 Industry Description……………………………………………………. 23
3.1.1 Industry trends……………………………………………....... 23
3.1.2 Industry size……………………………………………….…. 24
3.1.3 Industry attractiveness………………………………………... 26
3.1.4 Profit potential…………………………………………….….. 29
3.2 Target Market…………………………………………………………... 32
3.3 Competition Position within Target Market………………………….… 35
4 MARKETING PLAN……………………………………………………….….37
4.1 Product Feasibility Analysis……………………………………..........…37
4.2 Pricing Strategy…………………………………………….……............39
4.2.1 Market Penetration Pricing……………………………...…......39
4.2.2 Promotional Pricing………………………………………........39
4.3 Channels of Distribution………………………………………………... 40
4.3.1 Direct channel……………………………………………...…. 41
4.3.2 Indirect channel……………………………………………..… 41
4.4 Promotions and Advertising……………………………………….….… 42
5 PRODUCTION PLAN / OPERATION PLAN…………………………….... 44
5.1 Manufacturing Process……………………………………………….… 44
5.2 Availability of Qualified Labour Pool………………………………..… 45
5.3 Physical Plant………………………………………………………….... 47
5.4 Machineries and Equipment………………………………………….…. 48
5.5 Names of Suppliers of Raw Materials…………………………………...53
5.5.1 Machinery suppliers……………………………………….….. 53
Coolife Sdn. Bhd.
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5.5.2 Materials suppliers………………………………………….... 53
5.6 Quality Control………………………………………………………… 54
5.7 Customer Support……………………………………………………… 56
6 MANAGEMENT TEAM………………………………………………….…. 57
6.1 Management team…………………………………………………….... 57
6.2 Key Professional Service Providers………………………………….… 59
7 COMPANY STRUCTURE, INTERLLECTUAL PROPERTY, AND
OWNERSHIP…………………………………………………………………. 61
7.1 Organizational Structure……………………………………………….. 61
7.2 Legal Structure……………………………………………………….… 64
7.3 Intellectual Property………………………………………………….… 66
8 FINANCIAL PLAN………………………………………………………...… 67
8.1 Capital Requirements for the Next Three (3) Years………………….... 67
8.2 Overview of Financial Projections…………………………………….. 73
8.3 Pro Forma Income Statement for Three (3) Years…………………….. 84
8.4 Cash Flow Projections for Three (3) Years……………………………. 85
8.5 Pro Form Balance Sheet for Three (3) Years………………………….. 86
8.6 Payback and Exit Strategy……………………………………………... 87
8.6.1 Payback………………………………………………….…… 87
8.6.2 Exit strategy for investor……………………………….…….. 88
9 CRITICAL RISK FACTORS……………………………………………..…. 90
9.1 Management Risks…………………………………………….……….. 90
9.2 Marketing Risks..…………………………………………………….… 90
9.3 Operation Risks………………….……………………………….…….. 91
9.4 Intellectual Property Infringement…………………………………….. 91
9.5 Contingency Plans……………………………………………………... 92
10 REFERENCES………………………………………………………………... 93
11 APPENDICES…………………………………………………………………. 96
Coolife Sdn. Bhd.
ix
List Of Tables
Page Number
Table 2.3: Descriptions Of 9 Blocks Business Model…………………….. 14
Table 2.4: Project Milestones………………………………………….…... 21
Table 3.1.3: Porter’s 5 Forces Analysis on the Attractiveness Of Industry.. 28
Table 3.3: Competitor Analysis Grid Of Coolife..…………………………. 35
Table 5.1: Machineries & Equipment..…………………………………….. 48
Table 5.2: List Of Suppliers…….………………………………………….. 53
Table 7.2: Shareholder Contribution In Coolife Sdn. Bhd.………………… 65
Table 8.1: Sources Of Funding...…………………………………………… 67
Table 8.2: Related Start – Up Costs………………………………………… 68
Table 8.3: Total Start – Up Cost Still Available…..………………………... 72
Table 8.1.0: Production Cost Listings...……………………………………. 75
Table 8.2.1: Total Amount Of GST Reclaimable……...…………………… 76
Table 8.2.2: Estimated Sales (unit) for 2018-2020………………...……….. 77
Table 8.1.3: Employees’ Estimated Monthly Income For 2018-2020.…….. 78
Table 8.1.4: Employees’ Estimated Income Per Annual For 2018-2020…... 78
Table 8.1.5: Employees’ EPF For Year 2018….…………………………… 78
Table 8.1.6: Employees’ EPF For year 2019……………………………….. 79
Table 8.1.7: Employees’ EPF For Year 2020…………………...………….. 79
Table 8.1.8: Employees’ SOCSO Contributions For Year 2018…………… 80
Table 8.1.9: Employees’ SOCSO Contributions For Year 2019...…………. 80
Table 8.2.0: Employees’ SOCSO Contributions For Year 2020..……...…... 81
Table 8.2.1: Depreciation For Year 2018…………………...……………… 82
Table 8.2.2: Depreciation For Year 2019…………………….…………….. 82
Table 8.2.3: Depreciation For Year 2020……………………………………83
Table 8.2.4: Payback Period And Net Present Value………………………..87
Coolife Sdn. Bhd.
x
List Of Figures
Page Number
Figure 2.1; Coolife Company Logo…………………………………………. 6
Figure 2.1: The Location of Business………………………………..…….... 7
Figure 2.2: The Location of Business………………………………..…….... 8
Figure 2.3: Monthly rental Evidence……………………………..………..... 8
Figure 2.4: Main Retail Shop Of The Business…...……………………....… 9
Figure 3.1.1: Trends For Computer Tables………………………….…........ 23
Figure 3.1.3: 5 Forces Model by Michael Porter…………………………….24
Figure 3.2: Target Market…………..………………….…………………… 33
Figure 4.3.1: Direct Distribution Channel…………………………………...41
Figure 5.1: Manufacturing Process Flow…………………………………….44
Figure 5.2: Layout Of Main Retail Shop (Company)………………………..47
Figure 7.1: Organizational Chart…………………………………………….61
Bar Chart 3.2: Survey Question…………………………………………….. 34
Pie Chart 3.1.4.1: Survey Question……………….……………………….... 29
Pie Chart 3.1.4.2: Survey Question……………………..……………….….. 30
Pie Chart 3.1.4.3: Survey Question……………….……………………….... 31
Pie Chart 3.1.4.4: Survey Question……………………..……………….….. 32
Pie Chart 7.2: Percentage Of Shareholders Contribution……………………65
Pie Chart 8.1: Shareholders Start Up Contribution……………………….….67
Coolife Sdn. Bhd.
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List Of Financial Statements
Page Number
Financial Statement 8.3: Pro Forma Income Statement for……………….......
Year 2018 – 2020…………………………..…..... 84
Financial Statement 8.4: Cash Flow Projection for Year 2018 – 2020….…. 85
Financial Statement 8.5: Pro Forma Balance Sheet for Year 2018 – 2020.... 86
Coolife Sdn. Bhd.
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LIST OF APPENDICES
Page Number
A: Location of Our Business Main Retail Store……………………….….. 96
B: Front View of Our Business Main Retail Store………………….…….. 97
C: Resumes of The Management Team……………………………….…... 98
D: Images of DELAC 4E Compact Table (Prototype)…………………….108
E: Names of Suppliers For Raw Materials…………………………………109
F: Survey Questionnaire…………..………………………………………..111
G: Survey Results (Charts)…………………………………………………115
H: Certificate of Private Company…………………………………………116
I: Registration Form For Company Name………………………………….117
J: Company Registration Form……………….………………………….....119
K: KWSP Registration Form……………………………………………….120
L: PERKESO Registration Form…………………………………………...121
M: Intellectual Property Registration Form………………………………...122
Coolife Sdn. Bhd.
1
In this technological era, people all around us will always prefer to have or to gain a
more simpler yet convincing lifestyle but when comes to the reality, it is kind of
difficult for everyone to own these kind of lifestyles as not every single product which
can be found in the market nowadays are able to suit their needs and wants, as well as
their overall preferences at the same time. Is it truly important for us to help our
consumers to gain a simple yet convincing lifestyle? Or is it really important to help
our consumers to push away all those difficulties when comes to making decisions in
every single trading processes in real life? That will always be the most serious issues
that we, the entrepreneurs, need to overcome from time to time and that could also be
one of the huge opportunity for our company, the COOLIFE Sdn Bhd, to emerge
ourselves into the marketplace.
The type of business which we are going to proposed is being specifically mentioned
in our company’s mission statement whereby we are going to work together to create
a simpler yet convincing lifestyles to the market users and inspire the market through
our brand new product, the DELAC 4E Compact Table. It is believed that our compact
table are able to serve the market well as our compact table consists of 4E’s whereby
the meanings of 4E’s are Extra-effective, Extra-efficient, Extraordinary, and Extra-
Reliable. It is believed that by having this 4E’s, our compact table are going to provide
to our interested customers with interesting experiences throughout the whole process
of using our product, the DELAC 4E Compact Table.
Coolife Sdn. Bhd.
2
Our company, Coolife Sdn. Bhd. is using one of the concepts from entrepreneurship
field, the 9 Blocks Business Model to differentiate our business with other company’s
businesses which can be found in the marketplace nowadays in order to show our
business’s competitiveness and uniqueness as compared to other company’s businesses.
Coolife Sdn. Bhd., our company had actually planned to focus in 1 (one) type of
customer which can most probably be categorize into 2 (two) types of categories. The
main group of customers that our company is going to mainly focus on is Travellers
and this group of customers can actually be categorize into 2 (two) types and they are
the Business Persons and the Students.
Coolife Sdn. Bhd. consists of 5 (five) knowledgeable managers and each of them are
holding different positions and owning different kinds of responsibilities in the
company. Mr. Leong Yue Mun, the General Manager of the company will always
coordinate the company and making up wise decisions, Mr. Soo Kai Cong, the
Marketing Manager of the company will always ensures that the flow of marketing
processes will be as smooth as possible from time to time, Ms. Yap Yong Hui, the
Human Resource Manager, will coordinate our company’s workers properly and
accurately from time to time in order to have a more healthy and consistent working
environment, Ms. Goh Yu Tian, the Operation Manager of the company, is responsible
to ensures that all procedures especially in the production line will always be accurate
and cost effective, and Ms. Liew Chew Chen, the Finance Department Manager will
focus mainly on all the financial reports and the distributions of cash within the
company’s processes from time to time.
Coolife Sdn. Bhd.
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1.6 Brief Summary Of Financial Projections
Financial Plan Table 8.3 ~ Summary For Allocations Of Start-Up Funding
TOTAL FUNDINGS RM 110,000.00
TOTAL START UP COST RM 91,782.00
TOTAL START UP COST STILL AVAILABLE RM 18,218.00
Source: Being developed for research purposes
Financial Plan Table 8.1.0 ~ Production Cost of Product
Total Cost of product inclusive of 6% GST RM 70.25
Source: Being developed for research purposes
Financial Plan Table 8.1.1 ~Total Amount of GST Reclaimable Per Unit Product
Total GST Reclaimable for 1 unit Of Product per year RM 3.70 x 12 months =
RM 44.40
Source: Being developed for research purposes
Financial Plan Table 8.1.2 ~ Estimated Sales (/unit) For The Period Of
January 2018 – December 2020
Sources: Being developed for research purposes
Financial Plan Table 8.2.1 to 8.2.3~Depreciation Value(s) For Year 2018 - 2020
Sources: Being developed for research purposes
Coolife Sdn. Bhd.
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Financial Plan Table 8.3 ~ Pro-Forma Statement Of Comprehensive Income
For Year 2018 – Year 2020
Source: Being developed for research purposes
Financial Plan Table 8.4 ~ Cash Flow Projections For Year 2018 – Year 2020
Source: Being developed for research purposes
Financial Plan Table 8.5~Pro Forma Balance Sheet As At Year 2018 – Year 2020
Source: Being developed for research purposes
Coolife Sdn. Bhd.
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1.7 Descriptive Of What The Business Needs
Financial Plan Table 8.1 ~ Sources Of Funding
Name Of Shareholders Contributions (RM) Percentage Of
Share (%)
Mr. Leong Yue Mun 10,000 20
Ms. Goh Yu Tian 10,000 20
Ms. Liew Chew Chen 10,000 20
Mr. Soo Kai Cong 10,000 20
Ms. Yap Yong Hui 10,000 20
SME Business Loan 60,000 -
Total Amount 110,000 100
Source: Being developed for research purposes
The total amount being illustrated and calculated to start our company’s (Coolife Sdn.
Bhd.) business will be RM110,000.00 and this huge amount of money involved the
contributions of the 5 shareholders of our company which contains a total amount of
RM 10,000.00 for each person and the SME business loan which consists of RM
60,000.00. This huge amount of money will be used by our company to bare all related
costs in terms of the processes in running our brand new business and the further and
clearer allocations of this huge amount of money have been illustrated in part 8.0 in
this business plan, the Financial Plan.
1.8 Exit Strategy For Investor
The exit strategy which our company had chosen to be implemented are Strategic
Acquisition as well as the Liquidation strategy. It is believed that these 2 (two) exit
strategies are able to work well for our company if our business fails in the future and
all further explanations have been generated and explained in part 8.6.2 (last part of
Financial Plan).
Coolife Sdn. Bhd.
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Figure 2.0 – Company’s Logo
COOLIFE Sdn. Bhd. , the name of our brand new company which was being
planned to be our company’s name in order to start our company’s brand new business
in this competitive technological era.
The brand new logo which was being designed by our company’s general
manager, Mr. Leong Yue Mun and all his staff members had shown that how
convenience and effective our company’s products are going to be and how
eager our staff members are willing to serve the needs and wants of the market
from time to time. In order to be more specific, every part of our company’s
logo have actually had its own meaning and the specific explanations are as
follows:
The Grey L & Green C ~ Our company’s name and spirit of always working
together in sustaining our business from time to time.
The 4 Colours Curve ~ To show our company’s eagerness in collecting and
accepting new ideas to produce innovative products to
serve the marketplace.
Coolife Sdn. Bhd.
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The “Making Life Easier” ~ Our company’s slogan and our company’s efforts
to make people’s life into a more convincing one.
The “Waved” Blue Line ~ To show that our company will always be on the
right path in performing our business.
The Yellow Lined Background ~ The constant level of determinations and
patients from our staff members to serve of
customers.
Figure 2.1 – The Location Of Business
The location which was being planned to start our brand new business is
going to be in Ipoh , Perak. The reasons behind on why we proposed this location
to start our brand new business is because Ipoh, Perak is actually one of a place
whereby we can find quite a number of travellers travelling around from time
to time as there are going to be more places in this state to be opened by the
Malaysia’s government as one of those travelling locations which can be found
in Malaysia. Besides, Ipoh, Perak is a state in Malaysia whereby the living cost
is still affordable and it will be much more lower as compared to Wilayah
Persekutuan Kuala Lumpur as well as Selangor although these places are actually
having more citizens as compared to Ipoh, Perak.
Coolife Sdn. Bhd.
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Besides, the risk to start a new business in the proposed location, Ipoh,
Perak, is still going to be much more lower as compared to all those high living
cost states such as Wilayah Persekutuan Kuala Lumpur and it’s “neighbours”
because the competitions among firms and businesses are going to be much
more lower.
In addition, the list of costing to start a new business in Ipoh, Perak, such
as rental cost, cost of purchasing office equipment, travelling expenses (from home
to workplace), and so forth are still going to be much more lower as compared
to all those higher living costs states in Malaysia.
Figure 2.2 – The Location
Of Business
Figure 2.3 – Monthly
rental Evidence
Coolife Sdn. Bhd.
9
In order to be more specific, the location which were being planned to start our
brand new business will be at Station 18, Pengkalan, Ipoh, Perak. The reason
behind in choosing this location to start our brand new business is because the
rental fees per month for the second floor or third floor will be only RM 600
and the price stated is still negotiable. Besides, this will always be a crowded
area as the AEON STATION 18 shopping mall is just being located just a few
metres away from our shop lot. Considerations will be made from us in order to
rent the ground floor shop lot after our business is in a more stable position as
the monthly rental fee for the ground floor shop lot is more costly, RM 1600.00,
as compared to the second and third floor lot, which only cost us about RM 600
per month. The shop lot which was being mentioned in the statement above will
be as follow:
Figure 2.4 – Main Retail Shop Of The Business
Coolife Sdn. Bhd.
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2.1.2 NATURE OF BUSINESS / PRODUCTS OR SERVICES OFFER
In this technological era, people around us prefer having a simpler yet
effective lifestyle. In order to full-fill the market’s needs and wants, innovative
ideas and brilliant opinions should be created in order to serve nowadays market.
In the purpose of full-filling the market’s needs and wants, COOLIFE Sdn.
Bhd. had actually came out with an idea whereby we are going to create a
product named DELAC 4E COMPACT TABLE to serve the market. This product
is actually a compact table that are going to be equipped with several
technological items / materials such as, USB ports, LED lighting, Bendable table
legs and a number of interesting stuffs in order to make people’s life become
more easier and convincing wherever and whenever they are.
Most importantly, we do not expect only to produce quality yet innovative
products, but also looking forward to provide the best customer services ever to
ensures that our brand new business is going to be the most sustainable business
in the marketplace from time to time as consumers nowadays are actually
focusing on the after sales services besides the quality of products being offered
by a company itself.
Coolife Sdn. Bhd.
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2.1.3 COMPANY’S MISSION AND OBJECTIVES
COOLIFE SDN. BHD.’S MISSION STATEMENT
We always work together to create a more simpler yet innovative lifestyle
to serve the market’s needs and wants and inspire our customers through our
products.
COOLIFE SDN. BHD.’S OBJECTIVES STATEMENT
1. To ensures that the products being produce are quality assured and always
meet with standard excellence guidelines.
2. To create a more simpler yet convincing lifestyle through our products to
serve the market’s needs and wants.
3. To create and maintain a customer relationship management procedures that
are going to generate satisfying results.
4. To create and sustain a comfortable, healthier and knowledgeable working
environment in the workplace.
5. To continually learn and producing innovative yet efficient ideas to serve the
market’s needs and wants.
6. Developing and implementing successful promotional plans to always drive
our business to excellence.
7. Enriching our customers’ lifestyles by producing convenience yet innovative
products which are having different characteristics to suite every customer’s
preferences and lifestyles.
Coolife Sdn. Bhd.
12
People nowadays prefer having a more simpler and convincing lifestyle
and yet it is kind of difficult for them to own these kind of lifestyles as not
every single product which can be found in the market nowadays are able to
suit their needs and wants, as well as their preferences at the same time. Some
products are being too advance, some products are being to out-dated in terms
of its features, some of the products are suitable to suit the market but the price
of it had gone too high, even some of the products are having lower price but
does not really have the quality assurance, and so much more reasons that causes
consumers nowadays to have difficult mind-sets or have to crack their heads in
order to make up their minds to choose a good yet reliable product to be used
in their daily life.
So, how are we going to solve these problems, and how are we going to
help our consumers to gain a much more simpler yet convincing lifestyle in this
technological era? That will be the most important and serious issues that we, the
entrepreneurs, need to overcome from time to time. In addition, that could also be
one of the huge opportunity for our company, the COOLIFE Sdn. Bhd. , to emerge
ourselves into the market.
Coolife Sdn. Bhd.
13
2.2.2 HOW CAN THE PROPOSED BUSINESS ABLE SOLVED THE
PROBLEM(S) OR FILLS THE CONFIRMED NEED(S)
The business which we eagerly going to proposed is fully about what we
have mentioned in our company’s mission statement whereby we are going to
work together to create a simpler yet innovative lifestyles to the market users
and inspire the market through our products.
It is believed that our brand new product, the DELAC 4E COMPACT
TABLE are actually able to suite the market’s need and wants. When the word,
“compact” is here, it also means that the product that we are going to create
will be all in one and the size of it will be just nice to serve all our customers.
In other words, it also means that our company is going to combine a few types
of complement products into our brand new product, which is the DELAC 4E
COMPACT TABLE, so that our customers are able to experience a fully
convincing yet reliable compact table at the same time when they use it.
In this case, the problem being identified were solved as everyone in the
society are able to gain a more simpler and convenience yet reliable daily
lifestyles through purchasing and using our brand new product, the DELAC 4E
COMPACT TABLE.
Coolife Sdn. Bhd.
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2.3 COMPETITIVE ADVANTAGES
2.3.1 DESCRIPTIONS OF COMPANY’S BUSINESS MODEL
KEY PARTNERS
1. USB PORTS
SUPPLIERS
~ 11 streets. com
~ Alibaba. Com
~ Ipoh Digital IT
Store
2. LED LIGHTS
SUPPLIERS
~ Alibaba. com
~ Jun LED Designer
~ E Digital Centre
3. TABLE LEGS
SUPPLIERS
~ Power Steel
Manufacturing
~ SYW Industry
SDN.BHD.
4. TABLE
SURFACE
SUPPLIER
~ Hup Soon
Industrial Plastic
KEY ACTIVITIES
1. Producing
DELAC 4E
Table
2. Create
Marketing &
Promotions
strategy
3. Manage online
orders and the
product
distribution
VALUE PROPOSITION
1. Convenience
2. Switchable LED
Lightings
3. Easy To Use
4. Easy To Store
5. Light and Easy to
Carry
CUSTOMER
RELATIONSHIP
1. Email
2. After Sales
Services
CUSTOMER
SEGMENTS
1. Travellers
-Business person
-Students
KEY
RESOURCES
1. Machinery and
Equipment
2. Patented Table
Design
3. Qualified
Workers
CHANNELS OF
DISTRIBUTION
1. Business-to-
Business (B2B)
2. Business-to-
Customer
(B2C)
COST STRUCTURES
1. Costs of Purchasing Raw Materials
2. Cost of Promotional Events
3. Cost of Advertising
REVENUE STREAMS
1. Year-end sales
2. Special Discount Sales
3. Bulk Sales
Table 2.3 – 9 Blocks Business Model
Every business have to starts with a meaningful and realistic business model, and
it is very important for a new business to owns a realistic yet meaningful
business model in order to ensures that the business will always be in the
correct path in the route of performing their businesses. Likewise, our company,
COOLIFE Sdn. Bhd. also owns a business model to show how eager we are in
contributing into our new business and also to start our brand new business.
Coolife Sdn. Bhd.
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First and foremost, our key partners where this group of business partners are
so much important to our business as they are always our key suppliers in
providing us with raw materials which our business needs in producing our
DELAC 4E COMPACT TABLE. There are all together 4 types of raw materials
which are being needed for our compact table’s productions and the suppliers
for these 4 types of raw materials include Ipoh Digital IT Stores, Alibaba.com,
11 Street.com for USB ports supplying. For LED Lightings suppliers we have
Jun LED Designer in Ipoh, E Digital Centre in Ipoh, and also Alibaba platform.
Besides, for our compact table’s legs suppliers, we have Power Steel Manufacturing
in Ipoh and SYW Industry SDN. BHD. As for our compact table’s surfaces, we
are going to get our raw material, which is transparent and non-transparent frosted
acrylic material from the Hup Soon Industrial Plastic in Ipoh as this company
is considered as one of the most quality assurance plastic menders in Ipoh,
Perak.
When it comes to the key activities of our business, we are going to be
focusing more on producing our brand new compact table as we are going to
assemble and do it by our-self instead of using heavy machineries which are
going to cost us a lot to full-fill our customers’ request and orders. Besides
mending our compact tables for all our interested customers, we will also focus
on the marketing and promotions activities in order to make our brand new
compact table to be a more well-known product especially in all parts of places
in Malaysia. We also handle all the online orders and manage the distribution to the
customers.
When we talk about the key resources of our brand new business, we are
having a group of staff members whom are having a bunch of knowledge
regarding these procedures and processes in assembling and preparing all the
products with our equipment and machinery. In addition, the patented design of the
DELAC 4E COMPACT TABLE actually makes our product looks different from
other as compared to other tables which can be found in the market nowadays
Coolife Sdn. Bhd.
16
in terms of the design or even the features which can be found in our product
itself, the compact table.
Furthermore, in terms of our value propositions, in order to meet up with
all our customer’s needs and wants and at the same time to make their daily
life to become more convenience, our DELAC 4E COMPACT TABLE has been
created to make things happen. Our compact table is actually a convenience one
as it is able to help our customers to perform more than a tasks at the same
time when they are using it. Besides, the switchable LED lightings had actually
made our compact table to be more interesting and meaningful as they can
switch on the LED lights when they need to use it and turn it off when they
do not need to use it. In addition, the size and the features of the compact table
can actually make our customers’ life to be more simpler as our compact table
is easy to carry because of its light weight, easy to use as the features is not
complicated at all and also easy to store because of its compact design.
In terms of its cost structures, our business actually have three fixed and
variable costs to be bear by us and they are the cost of purchasing raw materials
from all our main suppliers in order to produce our compact table. Besides, the
cost of promotional events is also a part of our cost structure because we planned
to have more advertising and promotional events to boost our sales as well as
to make our product to be more well known in the marketplace. In addition, the
cost of advertising on the printing brochures and online advertisement had also
become one of the cost in our business that are important in the start up stage as
we must strongly targeted and entered into the market. Moreover, advertisement on
internet or other social media tools can widely spread out our brand and product. It ease
to access multiple segment of customers. It enables them to know the main ideas
and purposes of our compact table and to let the public realize that this kind
of product does exists in the market nowadays.
When it comes to our business’s revenue streams, it is believed that all
our value propositions are able to help our business to generate more profits
Coolife Sdn. Bhd.
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and building up a higher level of confidence among all our interested customers
and the public. Besides planning to have a year-end sales every year starting
from the month of November by offering special prices to all our customers,
we also planned to have a special discount sales in the month of April and
May in order to enhance the usage rate from all our customers. Moreover, the
bulk sales had also being planned by our company to accept large amount of
orders from all our interested customers and we also planned to open to the
public at large to order in bulk if they wish to do so from time to time.
Besides, to ensures that our business are able to be more successful in
this technological era, we had actually planned to promote our brand new compact
table through a Business to Business (B2B) and Business to Customers (B2C) channel
of distributions, such as distribute through direct and indirect channel. By B2B, it
will indirectly to customers. It will sell our products to Mr. DIY and Ace hardware
before it reaches to customers while B2C will directly sell to our targeted customers
through online platform. It is believed that by going through all these distribution
channels, our compact table is able to boost up our company’s profit margin and
yet, making our company’s name to be more well known in Malaysia and maybe
all around the globe someday in the future.
Last but not least, our company’s customer relationships and also the
customer segments. In order to have a stronger customer relationship management,
we are going to build up our customers’ confidence level first through our after
sales services and emails as well to show our company’s eagerness to serve the
public and interested customers. In addition, we actually planned to focus on
travellers and follow by others potential buyers such as business persons and students.
Also business persons also travel a lots each year, these groups of people and students
actually need our compact table in performing their daily tasks. The appearance
of our DELAC 4E COMPACT TABLE able to make their daily life to be more
convenience and simpler when it comes to actually using it.
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2.3.2 HOW THE BUSINESS WILL CREATE SUSTAINBLE COMPETITIVE
ADVANTAGE
(i) PRODUCT DIFFERENTIATIONS
By having a special sized design and a special LED lightings feature, it
actually able to compete with other competitors which can be found in the
marketplace from time to time as we are still the only one business and company
which are producing this size of compact table and this kind of LED lightings
table in the reality world. By having such a product, we are actually able to
differentiate our compact table with other related products which can be found
in the market nowadays.
(ii) LOW / REASONABLE PRICE PROVIDER
The cost of our product will always be same and it will always remain
cheapest (in terms of price) and also the most quality assured compact table
which can be found in the marketplace. Prices being offered to the public or
their customers are slightly too high and the features are yet to be satisfy by
the customers had actually made our company on emerging ourselves into the
market so that we are able to serve the customer’s needs and wants from time
to time and also to let all our customers to have a more simpler and convenience
lifestyle.
(iii) PRODUCT UNIQUESNESS & ADVANCE TECHNOLOGY
The most interesting part which can be found through our DELAC 4E
COMPACT TABLE is that our brand new product is actually unique enough to serve
the market needs and wants and the technology of it is more advance as compared to
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all others product which can be found in the market itself. We totally believe that our
brand new product will be able to make peoples’ life to become more efficient, effective
and convenience as there are more than one features / specifications that can be found
in our brand new DELAC 4E COMPACT TABLE which are LED lightings, USB ports,
adjustable table legs, foldable and easy to keep and so much more interesting features
which will be able to attract more customers to purchase our brand new product and at
the same time, helping our company to build a more stronger brand name, image as
well as recognitions from time to time.
(iv) OUTSTANDING MANAGEMENT TEAM & CUSTOMER SERVICE
MANAGEMENT
Our business is being manage by a group of elite staff members as they
are having a kind of mind set whereby they are going to try their very best to
serve all the market’s needs and wants from time to time. The eagerness which
can be found from this group of management team staff will always ensures
that our business will always be in the correct path using appropriate guidelines
in performing our business’s daily routines as well as the best sorts of methods
to manage our business from time to time unlike other companies which only
focuses on their profit margin by not considering any other issues and matters
in running their own business.
Every business will always have a customer service management team
running their businesses but whether it really works in helping the business to
earn more money and build up confidence among all their customers will still
be an issue that yet to be full-filled and have to be considered by the company
itself. To make ourselves different from other companies, we are going to try our
very best to full-fill all our customer’s needs and providing the best after sales
services which cannot be found from other companies. This could help our
Coolife Sdn. Bhd.
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business to retain much more loyalty customers and to get more new customers
into our company.
2.4 CURRENT STATUS AND REQUIREMENTS
The projected milestones refers to all the tools being used to carry out a
successful project management in order to mark a number of specific points
along a project’s timeline. These points are inclusive with project starting and
ending date, project assignees, project type, project status, project name and so on.
These information are very important especially for a new business in order to
act as a successful guideline to guide a new business in emerging themselves
into the market. In order to have a more clearer guidelines and path list to start
our brand new business, the projected milestone of our company, COOLIFE Sdn.
Bhd. will be as follows:
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Table 2.4 – Project Milestones
No Name Of Activity Activity
Assignees
Activity
Period
Activity
Begin Date
Activity
End Date
1. Creating Business Plan ALL 138 DAYS 22/12/2016 10/05/2017
2. Registrations Of Business ALL 8 DAYS 12/05/2017 19/05/2017
3. Obtaining Business
License ALL 10 DAYS 21/05/2017 30/05/2017
4. Office Renovations - 88 DAYS 02/06/2017 30/08/2017
5. Comparing Suppliers ALL 5 DAYS 01/09/2017 05/09/2017
6. Making orders from all
selected suppliers ALL 15 DAYS 06/09/2017 20/09/2017
7. Setting up company’s website
and transfer relevant data and
information into it
ALL 6 DAYS 22/09/2017 27/09/2017
8. Advertising and
promotional events ALL 31 DAYS 01/10/2017 01/11/2017
9. Furnishing and office
design ALL 9 DAYS 02/11/2017 10/11/2017
10. Project Approvals ALL 2 DAYS 11/11/2017 12/11/2017
11. Product Display and
Arrangements ALL 2 DAYS 13/11/2017 15/11/2017
12. Income Tax Registrations
ALL 2 DAYS 16/11/2017 17/11/2017
13. SOCSO Registrations
ALL 2 DAYS 18/11/2017 19/11/2017
14. Office Cleaning Jobs and
Decorations ALL 1 DAY 20/11/2017 20/11/2017
15. Final Check Ups and
Touch Ups ALL 1 DAY 21/11/2017 21/11/2017
16. Business Opening
Ceremony ALL 1 DAY 22/11/2017 22/11/2017
Source: Being developed for research purposes.
There are a total of 16 activities being carried out in order to start up
our brand new business. Besides, in order to make things happen, these activities
will actually take around 321 days to implement it before we start with our
brand new business at the confirmed location, which is at Station 18, Ipoh, Perak.
Based on the table above, we should start our business planning with the creation
Coolife Sdn. Bhd.
22
of a realistic business plan and followed by the registrations of our business
and also to obtain our business license from the government.
Throughout these activities, we have to come out with a suppliers list
whereby we are able to get our raw materials in a more lower price manner
and start making orders from this group of suppliers in advance. Through our
advertising and promotional parts, we plan to distribute brochures to the public
at large regarding to the brief discussion of our product as well as the greetings
from our company to the public and also all sorts of related information regarding
to our grand open day of our business.
Furthermore, before starting up our business, we also plan to register our
company into the income tax list and also the SOCSO list owned by the
government. In addition, we also plan to perform some of the cleaning jobs and
decorations as well as some final check-ups, touch ups and preparations before
we can actually proceed to the grand opening day of our brand new business
to prevent common mistakes occurred during that important opening day of our
business.
Last but not least, COOLIFE Sdn. Bhd. , our company is still a new
company which is still owning weak brand recognitions and brand images. No
matter what, it is believed that by having our brand new product, the DELAC
4E COMPACT TABLE, our company’s brand image and brand name are able
to be boost up to a more better position and at the same time, able to raise up
our customer’s satisfaction level from time to time as it is a convenience
product which is still yet to found in the domestic marketplace in Malaysia. In
a nutshell, we totally believe that this brand new business are able provide the
society with a more simpler lifestyle and a higher satisfaction level. By acquiring
such a successful mind-set, we believe that we are able to open more distribution
outlets to sell our products and customer services to serve the public in large
and also to build loyalty from customers from time to time.
Coolife Sdn. Bhd.
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3.0 Industry Analysis
3.1 INDUSTRY DESCRIPTIONS
3.1.1 Coolife Sdn. Bhd. Industry Trends
FIGURE 3.1.1 TRENDS FOR COMPUTER TABLES
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Alpha computer table
First generation of computer table, widely use, wooden based, designation specially
suit for alpha computer. Various designs have been developed based on this idea.
Perfect combination of functionality and more durable design.
Modern computer table
Modern design of computer table are more minimalist, clean-lined design, streamlined
structure, comfortably and aesthetically providing working space and room for leg.
Portable laptop table stand
Portable or foldable designation, wood fibre board, can use it anywhere with a
convenient work space, medium weighted, can keep in small space and more practical
to move around.
Portable laptop table
It offers an extended table surface for additional work space or a smaller variant of
writing slope, can fold and bring out, can rest across an arm chair, and can be set on a
sofa, bed or table.
COOLIFE DELAC 4E Compact table
Essential for daily use, suitable for travellers, convenient, ideal for limited space, more
compact to carry around, light weighted, can increase working efficiency, multiple
features such as USB port for recharging and LED light.
3.1.2 Industry size
Malaysia’s furniture industry has thrived through for over two decades. Along
with the stiff competition in Asia which the competitors is Vietnam, China and
Indonesia, Malaysia able to hold the title of third largest exporter in Asia. Also, has
ranked amongst top 10 furniture exporter in global. Malaysia traded 80% of its
Coolife Sdn. Bhd.
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production to the vast markets in US, Japan and Australia. Malaysia has a solid position
in the worldwide furniture industry.
Malaysia government also plays an important role in supporting the furniture
industry. The government plan is to provide pioneer status for tax exemption and tax
investment allowance for global investors and furniture manufacturers in Malaysia, the
environment makes the business to run efficiently. With this business-friendly
environment, good quality products and a high potential market, the Malaysian
furniture industry tends to exceed presumption and continue its rapid growth.
According to Meutia Kumala, Managing Director of PT Home Center
Indonesia from Malaysia Furniture Council (MFC) “The Malaysian furniture industry
is expected to maintain a steady growth rate of 8% in 2018. This is provided if there is
a sufficient supply of labour and raw material to the industry.” (Tan, 2018)
In Malaysia, furniture industry grows steadily and strong in making and export
of case-goods (categories as dining, bedroom, occasional), upholstery and office
furniture. The registered furniture manufacturer in Malaysia Furniture Council (MFC)
currently exceeds 700 manufacturers. (Chan, 2015). MFC shares the information in
industry to all of its members. MFC also encourage members to expose themselves in
all types of furniture exhibition that held around the world. On this coming March 2018,
Malaysian International Furniture Fair (MIFF) will be held in Malaysia. It spearheads
the furniture trade for 24 years with the continuous supports from Malaysia government.
MIFF boost up the trade exchange and exporting also provides chances of gateway to
enter the market and build the network.
Coolife Sdn. Bhd.
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3.1.3 Industry attractiveness (growing, mature, or in decline)
Porter’s five forces model is used to determine the force of rivalry in furniture
industry and its monetary value on industry profitability.
Figure 3.1.3 Five-forces model by Michael Porter
Bargaining Power of Buyers (HIGH)
There are numerous buyers. Most buyers are individuals that get one table,
however for company or governments often purchase in a substantial amount and can
bargain for cheaper prices. It doesn't cost much for buyers to change to another brand
of table or to begin utilizing other types of table. Buyers can easily switch to other
substitutes brand. Buyers are price sensitive and their choice is often based on what
amount that completes a Laptop table cost. Buyers do undermine in backward
integration because COOLIFE could not control over supplier and materials.
Bargaining Power of Suppliers (LOW)
Large number of suppliers. Most of the suppliers’ sizes are large. Companies
can easily find substitute materials. They can use other types of material but only to
Coolife Sdn. Bhd.
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certain extent (aluminium instead of metal). Materials are widely accessible. The cost
of switching to alternative materials is low and not dependent. Suppliers do not pose
any threat of forward integration because COOLIFE has the technology and skills to
build up a table.
Threat of New Entrants (MEDIUM)
Large amount of capital is required. High retaliation is conceivable from
existing companies if new entrants would convey innovative products and ideas to the
business. Feeble legal barriers (patents, copyrights) shield existing companies from
new entrants. The idea and design are easily imitate but COOLIFE could easily achieve
economic of scale because of product differentiation. All furniture companies in
Malaysia have set up brand image and reputation. Products are mainly differentiated
by designs, features and quality. New entrant could easily access to suppliers and
wholesalers. Governments encourage new entrants into the industry by introducing
taxes exemptions and allowance.
Threat of Substitute Products (LOW TO MEDIUM)
There are many alternative types of substitutes, such as table, coffee table,
dining table or even a person’s lap, as long as it could provide a flat stable surface,
people can select it instead of choosing our COOLIFE products. Substitutes can merely
offer the same convenience but not all the features. Alternative types of tables have
different cost and sometimes do not even need to cost a penny.
Competitive Among Rivals (MEDIUM TO HIGH)
High number of competitors. Intense competition between competitors. If a
firm decides to leave an industry, they would incur losses, since furniture is necessity
products nowadays. But the industry turnover is infrequent, the entry is gradually
increasing each year. Malaysia furniture industry is very large and matured. It has a
steady growth rate on these few years. Size of competing companies varies however
they usually compete for various customer segments. It depends on the segments;
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customers are loyal to the brands if they perceive the product as necessity. There is a
moderate threat of being taking over by a competitor. The level of advertising expenses
can be high for new start-ups to promote their products.
Table 3.1.3 Porter’s five forces analysis on attractiveness of industry
Competitive
Forces
Threats of Industry Profitability(s) Attractiveness
of Industry
Low Low to
Medium
Medium Medium
to High
High
Bargaining
Power of
Buyers
√
Attractive
Bargaining
Power of
Suppliers
√ Unattractive
Threat of New
Entrants √
Moderate
Threat of
Substitute
products
√ Attractive
Competitive
among Rivals √
Unattractive
Sources: Developed for Research
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3.1.4 Profit potential
Before the prototype is developed, we have distributed our survey to 400 qualified
respondents to test the response of COOLIFE target market. Our target market mainly
focus on travellers including the segments of business travellers and students. Hence,
all the survey form was averagely distributed to respondents aged from 20-59 years old.
Pie chart 3.1.4.1 : Survey Question
Sources : Survey analysis
Based on the chart above, there are 87% of respondents having the writing and reading
habits. Only 13% not frequently write and read.
Pie chart 3.1.4.2 : Survey Questions
Sources : Survey analysis
Based on respondent’s response on COOLIFE products, only 23% not interested. But
77% of respondent is interested in buying our products.
DO YOU ALWAYS WRITE OR READ?
ARE YOU INTERESTED TO BUY IT?
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Bar chart 3.1.4.3: Survey Question
Sources : Survey analysis
Respondents rate their interest aspects from not important to important. Aspects vary
from quality, weight, size, convenience, design and functionality. In quality aspect,
more than half respondents think that it is important, while 23% rate merely important
and 22% moderate. There is 42% respondents thinks the weight of the product is
important. On the size aspects, 29% thinks important, 35% thinks merely important and
34% moderate. Most respondents choose convenience (76%) and functionality (67%)
as their first and second options in buying preferences. However, in design aspect, 36%
respondents rate 36% on both important and merely important.
55%
42%
29%
76%
36%
67%
23%
28%
35%
21%
36%
22%22%
27%
34%
3%
20%
10%
03% 2%
0
8%
1%0 0 0 0 0 00%
10%
20%
30%
40%
50%
60%
70%
80%
Quality Weight Size Convenient Design Functionality
R E S P O N D E N T S R A T E O N T H E A S P E C T S
Important 5 Merely important 4 Moderate 3 Merely not moderate 2 Not important 1
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Pie chart 3.1.4.4 : Survey Question
Sources : Survey analysis
By introducing all the aspects, the number of respondents who interested in buying our
product has increased from 77% to 88%. However, only 12% are not willing to buy.
Throughout all the survey data, it is important to increase our product attractiveness
and the product attributes strength to compete in the market. The profit potential could
always attain from the competitive advantages. As expected, COOLIFE is able to
emphasize on all the aspects of the product. Nevertheless, it fulfils the desire aspects of
potential customers.
3.2 TARGET MARKET
According to the Domestic Tourism Survey 2016 conducted by the Department
of Statistics Malaysia, there are total of 253.9 million trips were made by Malaysians
around the country in 2016 and it has increase by 8% compare to 235.2 million trips in
year 2015 (“Malaysian Travel Trends,” 2018). According to statistics from Business
Traveller Asia Pacific, “These 30,000-plus individuals are frequent travellers – taking
IF OUR PRODUCT FITS ALL THE ASPECTS YOU
CHOOSE ABOVE, ARE YOU WILLING TO BUY IT?
Coolife Sdn. Bhd.
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an average of 19 business trips a year...” (“Business Traveller Asia Pacific,” 2017).
Hence, with this huge potential out there, it with not only consist of Malaysia but all
over the world’s traveller. It is consider a potential and profitable target market to focus
on.
Figure 3.2: Target market
To approach the customer, COOLIFE decided to make every effort to own the
traveller market segment, make each of them satisfied with our offerings. Then only
adjust the approach to go after other segments such as businessman and students.
Through the B2B and B2C channel, even individual or global potential buyers can also
easily purchase COOLIFE products. Most of the B2B sales require consultative selling
while B2C is more on word of mouth or other customers review. B2C purchasing
process has shorter periods of buying decision and more on emotional decision.
Target
Market
Travellers
Business
Persons
Students
B2B B2C
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Meanwhile, advertising on social media can expand B2C markets. By that COOLIFE
will prepare promotional strategies to achieve our targeted customers easily.
Bar chart 3.2 : Survey Question
Sources : Survey analysis
Travellers especially business traveller always seek for simple, convenient and
comfortable luggage to carry around. They are seeking for effective space saving,
workmanship products and non-burden types with work-ease accessories for their job
efficiency. For those business traveller and students, they have options to find a body-
harmless and compact laptop table to do their computer tasks. Based on our survey data,
the least frequency of their travel time is 1-4 times per year (23%). It is merely half of
the targeted respondents that travel 5-9 times per year (46%). And a total of 31% travels
more than 10 times per year which is considered frequent traveller.
23%
46%
18%
13%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1-4 times 5-9 times 10-14 times >15 times
How often do you travel per year?
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3.3 COMPETITIVE POSITION WITHIN TARGET MARKET
There are direct and indirect competitors faced by Coolife Sdn.Bhd. This
competitive analysis is based on the orders from e-commerce channel of Malaysia
online websites such as Lazada and Shopee. There were lots of no brand less lap table
with cheaper price and low quality that could be found online.
Following is the comparison between LapGear® and Akiro lap table which is
the chosen sample of COOLIFE direct competitors.
Table 3.3 Competitor Analysis Grid of COOLIFE
Name COOLIFE LapGear® Akiro
Product features
Convenient,
compact, foldable,
telescopic pole
aluminium leg, light
weighted, USB
rechargeable port,
LED light
Convenient,
unfoldable, comfort
pillow-cushion,
airflow channel
Convenient,
foldable, compact,
wood fibre board,
stainless alloy
Brand-name
recognition
Low to Medium Medium to High Low
Access to
distribution channels
High Medium High
Quality of products
Medium to High Medium to High Low
Order/Delivery
customer service
Efficient, ready stock Slow, from oversea Efficient, ready stock
Warranty Available Not available Not available
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Price Attractiveness Affordable price, 2nd
purchase have 15%
discount, RM5
vouchers for
subscribing
High price, free
delivery
Low price, given
vouchers and free
delivery with
conditions
Strong online
presence
High Medium Low
(Adapted from: Barringer,B.R.,&Ireland,R.D.(2008). Entrepreneurship:Successfully
launching new ventures (2nd Ed.). New Jersey: Pearson)
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4.0 Marketing Plan
4.1 PRODUCT/ SERVICE FEASIBILITY ANALYSIS
4.1.1 Full description of the product offer
The product that we are producing is DELAC 4E COMPACT TABLE which
is made by light material that enables us to carry around with ease. It could be carried
around easily because of its design similar to a suitcase where it is foldable. DELAC
4E COMPACT TABLE mainly made from transparent and non-transparent frosted
acrylic material as the surface of the table where it is much more durable and visually
appealing at the same time. This design is not just for attractive purposes but also for
the lights to pass through as our added features. Features such as USB ports and LED
lights are our main concept for this portable table. There will be total of two USB ports
which consist of input and output source. The built-in battery we use in this input port
is lithium ion battery with 10000 mAh which is commonly found in a power bank, it is
much safer and reliable in terms of long-term usage where higher energy density and
lower maintenance. The input of the port is 5V and the output of the port is 5V 2.1A.
With this feature, customers are able to charge their phone or insert USB speakers
without any hassle.
There will also be 2 LED strips that are place at the middle of the table for the
ease of customer where at times, there will be insufficient lights that could cope with
their requirements. Thus, with these LED lights, we are able to satisfy customer to
consume lower energy usage and also to be able to read anywhere they want without
any worries about lights. The size of the product would be 40cm in length and 25cm
width. It is estimated to be roughly less than 2 kilograms in a rectangle size similar to
a suitcase. Our product consists of high quality material such as frosted acrylic and
telescopic pole which could withstand of more than 10 kilograms of weight on top of
it. Furthermore, the stand of the table that we are using is telescopic pole aluminium
where it could be easily adjust on desire height and a much cheaper material. There
will be 2 hinges on the bottom of the table making it to be foldable with the legs crossed
inwards to be carried around like a suitcase. Last but not least, there will be a carve of
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a concave-like space to put pen on the surface of table to avoid sliding off. In short, it
is suitable for travellers and students who are planning to travel around in the meantime
who loves to write and read are suitable to get this table.
4.1.2 Concept testing
Survey had been carried out by us and we had roughly distributed 300 survey
forms to individuals such as students, lecturers, business owners and also random
people on the street. Through our research, our company COOLIFE Sdn. Bhd. had
found out that majority of the respondents agrees with our problem statements and
about 57% of them are willing to buy our product. As there are more than half of the
respondents satisfy with our product concept and willing to purchase it, we believe that
our product will be able to sell well and have potential to sustain and penetrate in the
market.
Furthermore, we had distributed our demo product to lecturers and students for
concept testing purpose. After presenting and demo our product, they found out that
our idea is interesting, creative and innovative. Besides functionality, it could also
provide convenience and comfortable. However, we also managed to receive feedbacks
and also some comments that could improve further from the concept testing.
Our project supervisor Mr. Azim suggested that the stand of our product could
be simplified where it is less complicated. He suggested us to use aluminium material
as it is much cheaper and lighter material for a compact table. Besides that, we also
received feedback on the material and quality use on the surface of the compact table
and we decided to modify it to a more attractive appearance and higher quality such as
using frosted acrylic material that could attract customers.
Since we received positive responses from the majority, we strongly believe
that this is a great opportunity for us to introduce this product to the market. One of the
lecturer, Mr. Wallance questioned about the material used for the product and ask us to
specify the material that would be used. Besides that, one of the respondents suggested
us to add more features such as carve concave-like space to put pen or pencil to not let
Coolife Sdn. Bhd.
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it slip. Lastly, after a long discussion on the material used, we decided to use telescopic
pole as the stand of our compact table where it could be adjusted accordingly to a more
suitable degree.
4.2 PRICING STRATEGY
4.2.1 Market Penetration Pricing Strategy
According to this pricing strategy, prices charged for products is set at low price
in order to attract customer and market share. When this is achieve, the price will be
increase in future based on further modifications. As this product is new to market, we
would like to offer an affordable price for the customer to try out. We would also like
to promote our brand name to be well-known in order to attract more investors to invest
in our product. In the first stage of life cycle, we will be implementing penetration
pricing strategy by minimizing the fixed cost. We will first get a cheaper building and
few employees as a start-up to be able to run the production effectively and efficiently.
Once our sale has reached the first target which is 100 units, we will expand from there
by investing in a larger building and more labor. If we are able to reduce the fixed cost,
we could also reduce the selling price to gain customer loyalty and trust. Furthermore,
we will clearly state out the price of each parts and components of our product that we
acquire from other distributors or retailers in order to convince customer that we are
selling at affordable price without cheating them. We would like to perceive the
customer that they are buying the product with affordable price without unnecessary
charges. As our product is new to the market, we would like to retain and sustain
customer in order to grow.
4.2.2 Promotional Pricing Strategy
Promotional pricing is intended to give a transitory boost in deals by offering
more appealing terms than the standard rundown prices and choices. As we are new to
market, we would like to create a better and attractive deal in order to attract customers.
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There are two types of promotional strategy we will be using which are special event
pricing and longer warranty. In special event pricing, there will be a booth selling our
product for a week such as at fairs and public university. There will be special offers
where we will give an additional of 20% off for 2nd purchase. This will draw in more
customers to return later on with friends to get additional offers. Furthermore, we will
provide an additional of 1 year warranty where initially we only provide 1 year
warranty. The first 100 customers will be entitled to obtain this deal where 2 years of
warranty are provided including broken legs and broken surface. This will reduce the
perceive risk for customers and they will be more relief in buying our product.
4.3 CHANNELS OF DISTRIBUTION
In order to ensure our business runs effectively and efficiently, we decided to
choose multi-channel distribution or often labelled as hybrid marketing channels
as our main channel of distribution. This multi-channel marketing occurs when a firm
sets up at least two or more marketing channels to achieve at least one customer
segments. The implementation of multi-channel system has expanded extraordinarily
in recent years as technological advances. With each channel, our company can grow
its sales and market scope, also increases chances to tailor our product to the particular
needs of assorted customer segments. Below is the figure for multi-channel distribution
where combination of direct and indirect distribution channels.
Source: Channel Behavior and Organization. (n.d.). Retrieved February 20, 2018, from
http://www.laukamm.de/fomweb/elearning/marketing/channel/kotl_channel_behavior
.htm
Coolife Sdn. Bhd.
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4.3.1 Direct Distribution Channel
Figure 4.3.1 – Direct Distribution Channel
In consumer segment 1, we as producer will be selling directly to consumer using
brochure, telemarketing and internet. We will be creating a template with full product
description and functionality to specify to customer regarding our product. In addition,
the template and product pictures will then be posted to several E-commerce sites such
as Lazada, Shopee and 11 Street where we will sell our product directly to the customer
without any middleman.
4.3.2 Indirect Distribution Channel
There are two indirect distribution channels that we will be using which are 1-
level channel and 2-level channel. As seen in the figure above, in 1-level channel the
product moves from producer to retailer and retailer to consumer. Whereas in 2-level
channel the product moves from producer to distributor, distributor to dealer and
dealers to consumers. Thus our company plans to implement these two indirect
distribution channels to seize the opportunity to grow even more powerful in the market.
We will assembly the resources in a building in Ipoh where workers will then combine
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the parts. Our logistic team will then distribute to distributors, retailers and dealers to
several location such as Kuala Lumpur, Johor Bahru and Penang. These three places
are our main target location for our start-up and will expand throughout West Malaysia
in near future.
Our main target retailers are MR. D.I.Y and Ace Hardware because of their
nature of business and our product’s nature which is under home improvement. It is a
great opportunity if we are able to cooperate with MR. D.I.Y as our main distributor
and retailer because of its large market and currently have 320 stores throughout
Malaysia. Each and every one of their stores spaces averagely has 10,000 square feet
giving a comfortable and beneficial family shopping experience. Being one of the
biggest retail chains in Malaysia, besides good financial income, we believe that our
product is able to sell out more efficiently in various locations.
4.4 PROMOTIONS AND ADVERTISING
Promotions and advertising are very important to attract customers. Promotion
is basically a set of activities to be able to communicate the product and brand to
customers. The thought is to make individuals aware, attract and instigate to purchase
the product. As for advertising, it is to gain public’s attention to know about the
business and to deliver the product information in various forms such as in social media.
We will be using sales promotion and referral incentive program as our
promotional strategy. As Facebook is one of the largest social media website, we will
have a web page where customers could view our company and product at the same
time. A RM 5 discount will be given to customer when they subscribe to our newsletter
which could be found in Facebook. The first 100 customers would be entitled to get
10% discount and additional of 1 year warranty. This is to retain customer where we
are confident that our product quality is beyond satisfaction. Furthermore, a 15%
discount voucher would be given to customers for their next purchase. The main
purpose of giving discounts and vouchers are to persuade customers to repeat purchase
and pass the information via word of mouth to their friends and family.
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In addition, banners and brochure will be distributed around shopping centre in
Klang Valley and Ipoh such as in Mid valley, Sunway Pyramid, Station 18 and Ipoh
parade where it is crowded with students and travellers. Not only that, brochure would
be distributed to our retailers and dealers so that they could pass the information around
on our product existence.
In referral incentive program, we plan to provide points for customer for each
advocates meet. When customer signs up an account in our main website, they will be
100 points given to them where later on convert the points to discount. Customer could
also gain points by inviting friends to sign up and would be able to entitle 1000 points
if the referral bought from the website itself. For every 1000 points, there will be an
additional RM 5 discount. For every 500 points earned, there will be free shipping
service. Thus this is a great opportunity to attract more people to be aware of our
product.
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5.0 Production Plan
5.1 Manufacturing Process
Option 1
Figure 5.1: Manufacturing Process Flow
Suppliers
(Raw Materials)
Warehouse
Assembling
Quality Control
& Checking
Finished Goods
Warehouse
Outbound
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Obtaining raw materials will reduce our time of production effectively. After obtaining
raw materials from suppliers, our company will in charge whole process afterwards
until the final stage of our process.
5.2. Availability of Qualified Labor Pool
Our company are having quality labor pool based on four major departments which are
Production/operation Department, Admin/Human Resource Department, Marketing
Department, and Finance Department.
5.2.1 Production/Operation Department
• Operation Manager
o In charge in all of the production process.
o Responsible for quality control process of materials and products.
o Able to draft the timescale for production and the job.
o Responsible for oversee parts and materials.
o In charge in warehousing and stock take.
5.2.2 Admin/Human Resource Department
• Human Resource Manager
o In charge in manpower management.
o Responsible on planning, controlling and organizing the activities of
human Resource Department
o Ensure benefits of all manpower in the company.
o Maintaining and counselling relationships between employees.
o In charge in customer relationship management.
o Responsible in recommending or suggesting new policies.
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5.2.3 Sales and Marketing Department
• Marketing Manager
o In charge in all process of outbound products.
o Responsible to establish strong relationship between key suppliers,
vendors and customers.
o Responsible to acquiring new target markets.
o Responsible in engaging attractive promotion and content of our
products or social media.
o Responsible in measuring and analyze performance of all marketing
events.
o Able to have excellent communication skills.
5.2.4 Finance Department
• Finance Manager
o In charge in gathering, preparing, and analyzing reports, budgets,
accounts, and financial statements.
o Responsible in creating long-term business plans.
o In charge in Controlling revenue, cash flow and expenses.
o Responsible in establishing risk assessments
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5.3 Physical Plant
We will rent an office lot in Ipoh, Perak which cost around RM600 per month.
Figure 5.2: Layout of company in Ipoh, Perak
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5.4 Machineries and Equipment
Item Picture
Cupboard
Office Desks
Big Table
Office Chairs
Water Dispenser
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Lamps & Lights
Air-conditioner
Printer
Internet
Computer/Desktop
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Stationery
Office Utilities
Extension Wire
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Screw
Screw Driver
Drill Machine
Cutter Machine
Dunlop gum/glue
Sandpaper
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Spray Paint
Hammer
Table 5.1: List of Equipment
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5.5 Names of Suppliers of Raw Materials
Materials Suppliers
USB Ports
11streets.com
Address: Menara NU 2, No 203, Jalan Tun Sambanthan,
KL Sentral, 50470 Kuala Lumpur, Wilayah Persekutuan
Kuala Lumpur, Malaysia.
Phone: +603-27200000
Alibaba.com
Website Address: https://www.alibaba.com
Phone: (+86) 571-85082088
Ipoh Digital IT Store
Address: Jalan Foo Choo Choon, Taman Jubilee, 30300,
Ipoh, Perak, Malaysia.
Phone: +605-2411588
LED Lights
Alibaba.com
Website Address: https://www.alibaba.com
Phone: (+86) 571-85082088
Jun LED Designer
Address: No45, Jalan Lim Bo Seng, Ipoh, Perak,
Malaysia.
Phone: +6012-3218333
E Digital Centre
Address: No157, Jalan Pasir Puteh, Ipoh, Perak,
Malaysia.
Phone: +605-2414057
Table Legs
Power Steel Manufacturing
Address: No7, Jalan Batu 3 Lama, Kampung Baru
Subang, Subang, 40000 Shah Alam, Selangor, Malaysia.
Phone: +603-78462249
SYW Industry Sdn, Bhd.
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Address: No6, Lorong Kledang Utara 15, Kawasan
Perindustrian Bandar Baru Menglembu, 31450 Ipoh,
Perak, Malaysia.
Phone: +605-2821516
Table Surface
Hup Soon Industrial Plastic
Address: Plot150, Hala Perusahaan Menglembu 9,
Kawasan Perusahaan Menglembu, 31450- 38820 Ipoh,
Perak, Malaysia.
Phone: +605-2822894
Table 5.2: List of Suppliers
5.6 Quality Control
Quality Control is a part of business routine and consistent process which including
Incoming Quality Control Checking, Intermediate Quality Control Checking and Final
Quality Checking to identify issues or errors on technical activities and products in
order to ensure and maintain the good quality of products produced before storing into
warehouse.
5.6.1 Random Checking (Incoming Quality Control Checking)
Our operator will inspect raw materials randomly after received raw material from
suppliers. Quality and quantity of raw material will be inspected through observation.
Company will return back the materials to suppliers if defective materials are founded
while non-defective products will be sent to our warehouse and waiting for assembling.
5.6.2 Production Design and Defective Product Control (Intermediate Quality
Control Checking)
After randomly checking, raw materials in warehouse will be inspected for more
detailed by visual test and durability test. Our operator will check on the parts by
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controlling specific strength in order to check on the durability of parts before proceed
to next process. Defection and failure will be found in this stage of quality process.
Therefore, time will be shortened and failure will be prevented after this process.
During assembling products, each parts of material will be check again by assembly
department. After checking all of the assembled products will after that proceed to
packaging process.
5.6.3 Final Part Inspection (Final Checking)
The Final Checking will be completed by Operation Manager. The completed products
will send to the Quality checking room after packing. After double ensuring and
approving by operation manager, the finished and completed products will be sent to
warehouse and waiting to be outbound. Apart from that, we will provide six months of
warranty to our customers effective from the date of customers purchase. Any defects
or damages that not caused by the owner purposely will able to return to our company
within the warranty period.
5.6.4 Machinery Checking
Machinery checking will complete in every 6 months by our operator. This is to assure
our machinery are all in good conditions. If defective machinery was inspected, we will
purchase a new machinery in order to avoid machinery break down and delay the time
of production.
5.7 Customer Support
In Coolife Sdn. Bhd., we are trying to provide the best customer service and high
responsiveness as we can as we believe that customer will always be our priority.
Social Media
In this digital era, social media has become a significant role to our business. We will
create an official Facebook page and official company Instagram. Details of our
company and products will be included in the social media. This able to connect and
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maintain the relationship between our company and customers. Customers always able
to contact us through these social media if they have any doubt of our company and
products. Furthermore, we will keep updating our news and information for public to
arouse public awareness. Another one will be our email, we will create an enquiry email
address for public if they want to contact us. Our Email will keep checking within the
working hour to ensure we receive the latest incoming mails.
After-sales service
Our company will provide after-sale service by providing warranty to our customers.
Each products will have a period of six months effective on the date of purchase.
Customers able to return products to us if there are damages or defection of the products
which are not caused by purposely. Our company will check on the defective products
and then replace a new products to the customers. This kind of service is totally free of
charge within the warranty period. This could build a strong trust and loyalty between
our company and customers.
Customer Hotline Service
We have providing a customers hotline service which enable our customers to reach us
easily. When customers have any doubt or issues regarding to our Coolife Berhad, they
able to get assistance immediately by dialing our company’s customer support hotline.
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6.0 Management Team
COOLIFE Sdn. Bhd. management team members were formed based on shareholder.
The members are Mr. Leong Yue Mun, Mr. Soo Kai Cong, Ms. Goh Yu Tian, Ms. Yap
Yong Hui and Ms. Liew Chew Chen.
6.1 MANAGEMENT TEAM INTRODUCTION
6.1.1 General Manager
Mr. Leong Yue Mun
Mr. Leong Yue Mun. the General Manager of Coolife Sdn. Bhd. Previously, he was
graduated from University Tunku Abdul Rahman (UTAR) with a Bachelor of
Administration (Hons) Entrepreneurship. Besides, he do owns the knowledge of how
to lead a team to success and very concern about the individual’s abilities. As the
General Manager of COOLIFE Sdn. Bhd., he has the highest authority and responsible
to guide the company towards the mission and vision. He is an active person who
participate and organize lots of events during university life, so it shows that how
capable is he in time management and also communication skills. With his
communication skills, he is able to confront people with confidence in dealing matters.
Since then, he aimed to start up new business with partners. His leadership skills will
ensure every department to perform right direction and doing right yet critical decision.
He has a broad and deep knowledge where he is able to coordinate the work of others.
6.1.2 Marketing Manager
Mr. Soo Kai Cong
Mr. Soo Kai Cong is the Marketing Manager of the company. He is responsible to
organize marketing promotion plan of Coolife Sdn. Bhd. He has well experiences in
constructing the strategies, targets, budgets and business tactics. He graduates from
University Tunku Abdul Rahman (UTAR) with Bachelor of Business Administration
(HONS) Entrepreneurship. He takes lots of soft skills course provided by (UTAR).
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With that, he is able to prepare professional future planning and reports. During his
industrial training, he managed to multi-task where he consequently handles the
promotions and customer service. He is able to plan sensibly that could attract
customers and also task-oriented in order to meet goals.
6.1.3 Operation Manager
Ms. Goh Yu Tian
Ms. Goh Yu Tian is holding the Operation Manager position. She completed her study
of Bachelor of Business Administration (HONS) Entrepreneurship. Quality control
process, procedures, production line and also dealing with supplier was all her job tasks.
She needs to ensure all the materials and ways to use in the production line meets the
cost efficient and effective saving for company. Other than that, she has well
communication skills which she is always being persuasive to all the workers and
suppliers. She has past experience on stock taking and operation process in Apiculture
Industry and was able to undertake the whole process of production line.
6.1.4 Human Resources Manager
Ms. Yap Yong Hui
Ms. Yap Yong Hui is assigned as Human Resources Manager. She completed her
studies at University Tunku Abdul Rahman with Bachelor of Business Administration
(HONS) Entrepreneurship. She had already learned about human resource skills from
her internship. She is well expertise in handling all the employee relations, benefits and
training. She also involves in direct or coordinates the administrative function of
Coolife Sdn, Bhd.. All the experience in administrative duties was accumulated when
she hold many position on university events. She in charge in documenting grievances,
evaluates employees performance reports, compensation and benefits information,
recruiting, hiring and training new workers.
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6.1.5 Finance Manager
Ms. Liew Chew Chen
Ms. Liew Chew Chen is responsible for the financial health of an organization. She
needs to develop strategies and plan for long term financial goals of Coolife Sdn. Bhd.
She expertise in investigate ways to improve profitability, and analyse current markets
for business opportunities. She have the capability to foresee the expected return of
COOLIFE. She graduated with Bachelor of Business Administration (HONS)
Entrepreneurship from University Tunku Abdul Rahman (UTAR). In addition, she also
owns some past experiences in analytical skills, adaptable communication and also
compatibility for both independent and team work which enable Ms. Liew, herself to
provide more accurate recommendations to our company’s business in order to lower
the cost and maximize profits from time to time.
6.2 KEY PROFESSIONAL SERVICE PROVIDERS
6.2.1 Law firm
LLC & Associates is qualified firm exclusively handle civil law to assist clients in
resolving their disputes successfully. Whenever possible they will help clients to avoid
litigation through negotiation and other forms of alternative dispute resolution. Coolife
Sdn. Bhd. seek them to advise on matters involving International law, Employment law,
and Company law.
Company name : LLC & Co.
Address : 63 (2nd floor), Bangunan Ipoh Jaya,
Taman Meru, 31650 Ipoh, Perak.
Contact number : +605-3704430
Fax : +605-3704908
Email : [email protected]
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6.2.2 Accounting firm
RW & Co. is one of member firm of Malaysian Institute of Accountants (MIA),
Approved Company Auditor, Income Tax Agent and GST Agent. It was established to
assist Malaysia Small and Medium Enterprises on their company financial statement
statutory audit, taxation and GST (Goods and Services Tax) affairs. Other than that,
they providing consistent standard of services based on high order professional
capabilities and local knowledge. COOLIFE believe that RW & Co. is able to get
sensible assurance about whether the financial statements are free from material
misquote.
Company name : RW & Co.
Address : No. 76 A, Jalan Setia, Taman Setia Jaya,
31650 Ipoh, Perak.
Contact number : +605-3214787
Fax : +605-3214788
Email : [email protected]
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7.0 Company’s Structure, Intellectual Property, And Ownership
7.1 ORGANIZATIONAL STRUCTURE
Figure 7.1 Organizational Chart
General Manager
The General Manager is the person who has the highest authority and power in
the organization. General Manager(GM) is responsible to supervises their employee’s
work and oversee the production operation. The General Manager(GM) is also the one
who set the targets, goals and objectives that need to achieved and find out the strategies
that can be used by company for either long-term or short-term period, and to guide the
company to success. Others than these, General Manager(GM) has to ensure all the
department are working in a right way and accomplish the production effectively. As a
General Manager is the one who owns more controlling power and responsibilities
within our organization, and has to make final decisions for all related business
activities which can be found in our company. All the policies will always be the
concerns of the benefit towards Coolife Sdn. Bhd.
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Marketing Manager
Marketing Manager can be separate by two division which is sales and
marketing and public relation. Marketing Manager has a very important role within the
company so as to maximize and generates profit.
In order to improve company’s profit and sales, sales and marketing division
responsible to in charge in various marketing strategies. The salesperson need to
implement the sales process and communicate directly with the customers. Since sales
are so important to marketing, salesperson under this division must have fully
understanding and familiar with our products and services so that they can conduct
demo to our customer professionally. If we can reach higher sales, it is more easily to
lead our company to success.
Public relation division is a need in order to maintain company’s reputation and
image. When launching a new product, they will be in charge to advocate with the
public directly. Furthermore, public relation division requires organizing and planning
some appropriate activities to let public recognize, understand and accept our
company’s product. Employees in this division must be proactive and have a good
communication skill therefore they can maintain and strengthen the relationship with
the publics and customers.
Operation Manager
There are two activities involved in this division which is quality control,
purchasing and logistics. Quality control is the first division that supervises by the
operation managers. It has to monitor and evaluate the quality of raw material as well
as the finished goods before selling to the end users. The Operation Manager have to
make decision about how to settle the problem, improve the defective product and
avoid defective product get into the market. This is because if the defective products
have been sold to the market, it will influence company’s reputation. Furthermore, the
products that produce by our company have to reach a minimum level of qualification
that set by International Organization of Standardization (ISO).
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The second division is packaging and logistics. Packaging and logistic is also
important to the company because a better appearance will attract customers’ desire to
buy, so Operation Manager needs to pay more attention on it. When production have
done, Operation Manager must ensure that the final product have send to the packaging
point and package it with better appearance to attract customer to buy. After that,
Operation Manager needs to check the transportation to ensure that the product can
reach customer on time.
Human Resource Manager
Human Resource Manager is responsible to give training to employees so that
they can improve the employee’s skill and increase the employee’s level of satisfaction.
The Human Resource Manager needs to assess the performance and recruitment of the
company’s employee in order to reduce unnecessary costs. The manager also has to do
some paperwork and maintain a general relationship with all the employees, such as
ordering the material for production and answering the phone.
Financial Manager
Accounting division has to prepare the income statement and balance sheet
every month because they are responsible to record and analyse the income and
expenses of the company. Any mistake or error will lead the company to get negative
impacts on profitability. So, accountant has to record down clearly to ensure that there
is no overspending.
Financing is also a part of job scope for Financial Manager. Financial Manager
needs to maintain and control the cash inflow and outflow of the company. Financial
Manager also needs to prepare a detailed monthly account record to present to the
company shareholders. The manager has to work with each department to let the
expenses reduce to the lowest level. Financial Manager must understand existing
financial risks and anticipate the risks that we might face in the future.
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7.2 LEGAL STRUCTURES
7.2.1 Legal Form of Organization
Coolife Sdn Bhd. actually uses Public Company as business entity, this
separates legal entity and has limited liability to each shareholder. It protects
shareholders from the liable liabilities and can reduce the risk. Moreover, our brand
new business will also be able to expand further because of the extensive capital
through the issuances of shares. Since Coolife Sdn Bhd. is still a new start up business,
the shares will be hold by only 5 shareholders who are also the founders. By using this
type of business entity, our company’s business will continue as the corporation exist
and it will not reply on the existence of owners.
Coolife Sdn. Bhd. will also need to register at Suruhanjaya Syarikat Malaysia
(SSM). Thus, the registration of Coolife Sdn. Bhd. will be incorporated and governed
by the Companies Act 1965, but the registration fees will incur high establishment cost.
However, the profits retrieve will return to shareholders in form of dividend. The
company name will also use “Sendirian Berhad” or the abbreviation “Sdn. Bhd.”.
7.2.2 Ownership Structure of the Business
As Coolife Sdn. Bhd.’s start-up is owned by the 5 founders, each of them
contributes certain amount of capital, but they are also the management team who
have different positions, responsibilities and authorities. Since they are in charge to
manage or direct the business, so they are entitled to receive salary every year.
Since the founders of Coolife Sdn Bhd. are fresh graduates and are not able to
contribute large amount of capital, they will apply for SME business loan for capital
funding purpose.
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Table 7.2: Shareholder Contribution in COOLIFE Sdn. Bhd.
Name Position Capital
Contributed
(RM)
Capital Contributed
Percentage (%)
Leong Yue Mun General Manager 10,000 20
Soo Kai Cong Marketing Manager 10,000 20
Goh Yu Tian Operation Manager 10,000 20
Yap Yong Hui Human Resources
Manager
10,000 20
Liew Chew Chen Financial Manager 10,000 20
Total 50,000 100
Source: Developed for Research
Pie chart 7.2: Percentage of Shareholder Contribution
Source: Developed for Research
Leong
20%
Goh
20%Yap
20%
Soo
20%
Liew
20%
Shareholder Contribution (RM)
Leong Goh Yap Soo Liew
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7.3 INTELLECTUAL PROPERTY
7.3.1 Trademark
Trademark involved pictures, words, numbers and letters so that customers can
understand the company’s products and services. Our company which named as
Coolife Sdn. Bhd. will register trademark to prevent our company’s name and logo
being misused or imitated. The registration of trademark can help our company to
implement brand positioning strategy in order to create brand image into the mind of
customer. This will also increase the trust of customer and increase their loyalty to our
product.
7.3.2 Patent
Coolife Sdn. Bhd. will also register a patent in Intellectual Property Corporation
of Malaysia (MyIPO). The patent can be protected up to 20 years from the date of
filling. The reason that we register for patent protection is to avoid the imitation and
misuse of our product design and technology illegally by our competitors. Coolife Sdn.
Bhd. holds the right to take legal action if the other companies use, make and sell
similar product to generate profits.
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8.0 FINANCIAL PLAN
8.1 CAPITAL REQUIREMENTS FOR YEAR 2018 ~ 2020 (NEXT 3 YEARS)
Pie Chart 8.1 – Shareholders Start Up Contribution
Name Of Shareholders Contributions (RM) Percentage Of
Share (%)
MR. LEONG YUE MUN 10,000 20
MS. GOH YU TIAN 10,000 20
MS. LIEW CHEW CHEN 10,000 20
MR. SOO KAI CONG 10,000 20
MS. YAP YONG HUI 10,000 20
SME BUSINESS LOAN 60,000 -
TOTAL AMOUNT 110,000 100
Table 8.1 Sources Of Funding
Shareholder Leong Shareholder
Goh
Shareholder Liew
Shareholder Soo
Shareholder Yap
SME Business Loan
SHAREHOLDERS' START-UP CONTRIBUTIONS
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There are a total number of 5 shareholders in COOLIFE Sdn. Bhd. and
this group of shareholders plans to contribute a total equal amount of start-up
capital into the company in order to start the business and the contributions are
as follows: Shareholder Leong (RM10,000), Shareholder Goh (RM10,000),
Shareholder Liew (RM10,000), Shareholder Soo (RM10,000) and finally, Shareholder
Yap (RM10,000) respectively. Besides, COOLIFE Sdn. Bhd. also planned to apply
a SME Bank Loan from Maybank which amounted RM200,000 in order to start
the company’s brand new business smoothly.
In order to start up a brand new business, there are still a plenty of
costing have to be involved in the projections itself and the justifications and
clarifications are as follows:
Table 8.2: Related Start-Up Cost
Particulars Note (s) Costs
(RM)
Costs
(RM)
Assets
Office Equipment 1 22,774.00
Motor Vehicle 2 40,000.00
Fixture and Fittings 3 5,640.00
Machinery(s) 4 2,550.00
70,964.00
Expenses
General Expenses 5 8,818.00
Operating Expenses 6 9,400.00
Sales and Marketing Tools 7 1,300.00
Advertising 8 1,300.00
20,818.00
Total Start-up Cost 91,782.00
Source: Being developed for research purposes
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Note 1: Office Equipment
No Items Unit (s) Unit Price
(RM)
Total
(RM)
1 Closed Circuit Television (CCTV) 3 110 330
2 Printer 5 300 1,500
3 Photostat Machine 2 2,500 5,000
4 Desktop 5 2,300 11,500
5 Projector and Display Set 1 350 350
6 Air Conditioners 2 900 1,800
7 Stationeries - 600 600
8 Office Lightings - 1,000 1,000
9 Office Phone and Fax Machines 3 65 195
10 Water Dispensers 2 100 200
11 Unifi Biz Advance Plan WIFI 30mbps 1 299 299
Total 22,774
Source: Being developed for research purposes
Note 2: Motor Vehicle
No Items Unit (s) Unit Price
(RM)
Total
(RM)
1 Delivery Van (Second-Handed) 1 20,000 20,000
2 Office Car (Second-Handed) 1 20,000 20,000
Total 40,000
Source: Being developed for research purposes
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Note 3: Fixture and Fittings
No Items Unit (s) Unit Price
(RM)
Total
(RM)
1 Big Table 2 350 700
2 Chairs 10 50 500
3 Cupboards 2 1,000 2,000
4 Office Desk Sets 6 350 2,100
5 Water Dispenser 2 120 240
6 Director’s Office Chair 1 100 100
Total 5,640
Source: Being developed for research purposes
Note 4: Machinery
No Items Unit Unit Price
(RM)
Total
(RM)
1 Drill Machine 3 200 600
2 Wood & Plastic Board Cutter Machine 3 250 750
3 LED Wiring Machine (Assembling) 3 400 1,200
Total 2,550
Source: Being developed for research purposes
Note 5: General Expenses
No Items Description Unit Price Per
Month (RM)
Total
(RM)
1 Rental Deposit -Outlet 3 -600 1,800
2
3
Utility Deposit -Electricity
-Water
-Telephone
1
-800
-400
-250
1,450
- Internet 1 -598 598
4 Trademark 1 1,800 1,800
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5 Patent 1 2,600 2,600
6 Company Registration 1 60 60
7 Domain Name
Registration 2 80 160
8 Employees Uniform 7 50 350
Total 8,818
Source: Being developed for research purposes
Note 6: Operating Expenses
No Items Unit (s) Price
(RM)
Total
(RM)
1 Online Webpage 1 800 800
2 Employee’s Wages
- Outlet (Including Shareholders)
6
1,000 6,000
3 Utility (including Water & Electricity)
-Outlet 2
-800
800
4 Petrol Expenses (Office Vehicles) 2 900 1,800
Total 9,400
Source: Being developed for research purposes
Note 7: Sales and Marketing Tools
No Items Unit Unit Price
(RM)
Total
(RM)
1 Business Cards Printing 100 8.00 800
2 Greeting Cards (For Customers) 100 5.00 500
Total 1,300
Source: Being developed for research purposes
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Note 8: Advertising & Promotions
No Items Unit (s) Unit Price
(RM)
Total
(RM)
1 Banners 20 50 1,000
2 Brochures 3,000 0.10 300
Total 1,300
Source: Being developed for research purposes
Table 8.3 Total Start-Up Cost Still Available
TOTAL FUNDINGS RM 110,000.00
TOTAL START UP COST RM 91,782.00
TOTAL START UP COST STILL AVAILABLE RM 18,218.00
Source: Being developed for research purposes
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8.2 THE OVERVIEW OF COMPLETE FINANCIAL PROJECTIONS
8.2.1 List Of Assumptions
1. The estimated total product cost of DELAC 4E Compact Table is assumed
to be RM67.07 and the calculations are being illustrated in (Table 8.1.0) and
the stated production price is inclusive with 6% GST rate.
2. The total estimated sales amount from January 2018 to December 2020 had
been forecasted and the results are as follows. The illustrated results has
shown that the forecast is showing an increase in beginning inventory and a
decrease in the ending inventory. This results is being proved that the main
reasons behind is because of the increase in sales from year 2018 to year
2020. (Refer to Table 8.1.2).
3. The estimated labour cost in COOLIFE Sdn. Bhd. are expected to be increased
in the upcoming future as the forecast sales are keep increasing and this
also means that every single employee’s salary will also be increased in the
upcoming future. (Refer Table 8.1.3)
4. Meanwhile, the contributions of employees towards the registered Employees
Provident Funds (EPF) and also SOCSO programs had also been illustrated
in the tables below whereby every employees will have to contribute a total
amount of at least 11% of their monthly income for (EPF) (refer Table 8.1.5 ,
Table 8.1.6 , Table 8.1.7) and 0.50 % of their monthly income for (SOCSO)
every month depends on how much income the employees earned. (Refer
Table 8.1.8 , Table 8.1.9 , Table 8.2.0)
5. The rates of depreciation were fixed at the rates of 6 % for office equipment,
8 % for fixtures and fittings, and 10 % for each motor vehicles as well as
the machinery respectively. The trend of depreciations in COOLIFE Sdn. Bhd.
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is being calculated by using one of the accounting method, the Reducing
Balance Method (RBM) and the results are shown in (Table 8.2.1 , Table
8.2.2 , Table 8.2.3)
6. Corporate taxation rate for the first RM30,000 is 20 %, and the remaining of
25 % of taxation rate will falls under the next RM30,000.00 .
7. The contribution of each shareholder in our company had been stated in
Table 8.0.1 , whereby each and every one of us are going to contribute a
total amount of RM10,000.00 into our brand new business and the results are
as what had been stated in Table 8.0.1.
8. The forecasted reclaimable GST amount are to be made in order to collect back all
amount of GST being paid to acquire our raw materials from our suppliers.
Based on the calculations, an amount of RM 44.40 is reclaimable from every
1 unit of our product in a 12 months basis (1 year).
9. Besides, all the forecasted financial statements of our brand new business for 3
years starting from year 2018 to year 2020, such as the Pro-Forma Income
Statement, the Pro-Forma Balance Sheet as well as the Cash Flow Statement had
also been illustrated clearly through part 8.3, 8.4, and also 8.5.
10. The forecasted Payback period had also been illustrated through table 8.2.4
whereby the net present value as well as the payback period which our business is
going own had been illustrated through the table itself.
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Table 8.1.0: Production Cost Listing
Description Quantity
(/Unit)
Unit Price
(RM)
Amount
Needed
(units)
Amount
(RM)
Table Top
(17” Quality Plastic Board) 1 8.48 1 8.48
Table Bottom
(18” Quality Plastic Board) 1 9.54 1 9.54
Rectangular Table Structure 1 15.90 1 15.90
Small Sized Hinges 1 2.65 1 2.65
Adjustable Table Legs (set of 4) 1 8.48 1 8.48
Joints (set of 2)-(For Table Legs) 1 2.50 1 2.50
LED Strips (/ 1 Metre) 1 5.30 2 10.60
On / Off Switch 1 1.50 1 1.50
Rechargeable Battery (set of 2) 1 10.60 1 10.60
Total amount inclusive of 6% GST
10
70.25
Source: Developed for research purposes
Based on the list of raw materials being supplied by our selected suppliers,
the actual costs of production will be only RM70.25 and this range of price
includes all the raw materials from the top of the DELAC 4E compact table
until the bottom part of it. The price is still reasonable for our company and
still able to suit the budget of our company’s business. In addition, we planned
to sell or product to our customers or the public in large with a slightly higher
price, which is RM98.00 net in order to show our product’s uniqueness as well
as the perceived quality from the market towards our products. Hence, the profit
that our company are able to acquire is RM27.75 per product / table.
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Table 8.2.1 Total Amount Of GST Reclaimable
Description Quantity
(/Unit)
Unit
Price
(RM)
GST
Amount
(RM)
Total Price
with GST
(RM)
Table Top
(17” Quality Plastic Board) 1 8.00 0.48 8.48
Table Bottom
(18” Quality Plastic Board) 1 9.00 0.54 9.54
Rectangular Table Structure 1 15.00 0.90 15.90
Small Sized Hinges 1 2.49 0.16 2.65
Adjustable Table Legs (set of 4) 1 8.00 0.48 8.48
Joints (set of 2)-(For Table Legs) 1 2.35 0.15 2.50
LED Strips (/ 1 Metre) 1 5.00 0.30 5.30
On / Off Switch 1 1.41 0.09 1.50
Rechargeable Battery (set of 2) 1 10.00 0.60 10.60
9 61.25 3.70 64.95
Total GST Reclaimable for 1 unit per year (12 months) RM 3.70 x 12 months =
RM 44.40
Source: Developed for research purposes
It is believed that the GST rates which were being implemented into all
our raw materials are always reclaimable from the government if we plans to
do so and the above table (Table 8.1.1) had shown the results in estimating the
total amount of GST which had been paid but reclaimable for 1 unit (full set
of raw material) in a 12 months basis. The results also shown that our company
is able to reclaim back a total amount of RM 44.40 for all our raw materials
or in other words, from our actual production costs in a 12 months basis (1
year).
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Table 8.2.2 Estimated Sales (/unit) For the Period January 2018 – January 2021
Sources: Being developed for research purposes
8.2.3 Estimated Labour Cost
This section is mainly to disclose our planning on how our company,
COOLIFE Sdn. Bhd., is going to manage our employees who are working with
us through the distributions of income. Besides, in order to make our employees
working life become more interesting, it is believed that all our employees’
monthly and annual income will always increase from time to time based on
everyone’s performance in the workplace. The table below are actually showing
the results of our planning in terms of distributions of income to our employees
and all the calculated results are as follows:
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Table 8.1.3 Employees Estimated Income (/ Month) – based on 1 person
Table 8.1.4 Employees Estimated Income (/ Annual) – based on all employees
No Position Employee(s)
Amount
2018
(RM)
2019
(RM)
2020
(RM)
1 Manager(s) 5 60,000 78,000 90,000
2 Full Time Worker
( Delivery & Assembling ) 1 12,000 12,000 13,200
3 Cleaner 1 12,000 12,000 12,600
TOTAL 7 84,000 102,000 115,800
Based on the Tables above, our employees salary are expected to be increased
in the upcoming future as long as the sales of our company’s product, the
DELAC 4E Compact Table keep rising. (Refer Table 8.1.3 & Table 8.1.4)
8.1.5 Employees (EPF) For Year ~ 2018
No. Position Monthly
Income
% from
Company
(RM)
% from
Own
Income
(RM)
Total
Contributions
(RM)
Income
After
Deduction
1. Manager 1,000 130.00 110.00 240.00 890.00
2. Full Time
Worker 1,000 130.00 110.00 240.00 890.00
3. Cleaner 1,000 130.00 110.00 240.00 890.00
TOTAL 390.00 330.00
(11 % from employee income, 13 % from company)
No Position 2018
(RM)
2019
(RM)
2020
(RM)
1 Manager(s) 1000 1300 1500
2 Full Time Worker
( Delivery & Assembling ) 1000 1000 1100
3 Cleaner 1000 1000 1050
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8.1.6 Employees (EPF) For Year ~ 2019
No. Position Monthly
Income
% from
Company
(RM)
% from
Own
Income
(RM)
Total
Contributions
(RM)
Income
After
Deduction
1. Manager 1,300 169.00 143.00 312.00 1,157.00
2. Full Time
Worker 1,000 130.00 110.00 240.00 890.00
3. Cleaner 1,000 130.00 110.00 240.00 890.00
TOTAL 429.00 363.00
(11 % from employee income, 13 % from company)
8.1.7 Employees (EPF) For Year ~ 2020
No. Position Monthly
Income
% from
Company
(RM)
% from
Own
Income
(RM)
Total
Contributions
(RM)
Income
After
Deduction
1. Manager 1,500 195.00 165.00 360.00 1,335.00
2. Full Time
Worker 1,100 143.00 121.00 264.00 979.00
3. Cleaner 1,050 136.50 115.50 252.00 934.50
TOTAL 474.50 401.50
(11 % from employee income, 13 % from company)
When comes to the Employees Provident Fund (EPF), all employees no
matter managers of corporate workers nor cleaners will also have to contribute
at least a 11 % from their monthly income and 13 % will be contribute into
employees’ (EPF) account from the company itself based on every employees’
monthly income as our business had registered ourselves into the lists of
government and every one of us are now subjected to contribute in the EPF
matters from time to time.
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8.1.8 Employees’ SOCSO Contributions For Year 2018
No. Position Monthly
Income
% from
Company
(RM)
% from
Own
Income
(RM)
Total
Contributions
(RM)
Income
After
Deduction
1. Manager 1,000 17.50 5.00 22.50 995.00
2. Full Time
Worker 1,000 17.50 5.00 22.50 995.00
3. Cleaner 1,000 17.50 5.00 22.50 995.00
TOTAL 52.50 15.00
(1.75% from company & 0.50 % from own income)
8.1.9 Employees’ SOCSO Contributions For Year 2019
No. Position Monthly
Income
% from
Company
(RM)
% from
Own
Income
(RM)
Total
Contributions
(RM)
Income
After
Deduction
1. Manager 1,300 22.75 6.50 29.25 1,293.50
2. Full Time
Worker 1,000 17.50 5.00 22.50 995.00
3. Cleaner 1,000 17.50 5.00 22.50 995.00
TOTAL 57.75 16.50
(1.75% from company & 0.50 % from own income)
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8.2.0 Employees’ SOCSO Contributions For Year 2020
No. Position Monthly
Income
% from
Company
(RM)
% from
Own
Income
(RM)
Total
Contributions
(RM)
Income
After
Deduction
1. Manager 1,500 26.25 7.50 33.75 1,492.50
2. Full Time
Worker 1,100 19.25 5.50 24.75 1,094.50
3. Cleaner 1,050 18.375 5.25 23.625 1,044.75
TOTAL 63.875 18.25
(1.75% from company & 0.50 % from own income)
The tables above are mainly showing the employees income after the
deductions being implemented by SOCSO contributions regulations whereby our
company have to pay our employees with 1.75 % contributions based on their
incomes and they have to pay for themselves with 0.50 % of contributions in
order to get claimed if anything happens especially injury issues in the working
environment. (Refer to Table 8.1.7, Table 8.1.8, and Table 8.1.9)
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8.2.3 Depreciations
Percentages / rates of depreciation are as follows :
For motor vehicle → 10 %
For fixtures and fittings → 8 %
For machinery → 10 %
Note : All depreciation calculations are being calculated by using Reducing
Balance Method (RBM) and all the calculated results are as follows:
Table 8.2.1: Depreciation For Year 2018
Item Motor Vehicle Fixture and
Fittings Machinery
Purchase Prices / (RM) 40,000.00 5,640.00 2,550.00
Depreciations / (RM) 4,000.00 564.00 204.00
Net Book Value / (RM) 36,000.00 5,076.00 2,346.00
Total Depreciations Value = RM 4,768.00
Source: Developed for research purposes
Table 8.2.2 : Depreciation For Year 2019
Item Motor Vehicle Fixture and
Fittings Machinery
Purchase Prices / (RM) 36,000.00 5,076.00 2,346.00
Depreciations / (RM) 3,600.00 507.60 187.68
Net Book Value / (RM) 32,400.00 4,568.40 2,158.32
Total Depreciations Value = RM 4,295.28
Source: Developed for research purposes
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Table 8.2.3 : Depreciation For Year 2020
Item Motor Vehicle Fixture and
Fittings Machinery
Purchase Prices / (RM) 32,400.00 4,568.40 2,158.32
Depreciations / (RM) 3,240.00 456.84 172.67
Net Book Value / (RM) 29,160.00 4,111.56 1,985.65
Total Depreciations Value = RM 3,869.51
Source: Developed for research purposes
The computed results shown that the total amount of depreciations keep
decreasing in our company’s business. It is believed that this trend is a good
trend whereby the value of every single products in our business will always
be there and will not depreciates a lot. The results had shown from the tables
above and it illustrates the depreciation rates will always be constant but the
total depreciation amount had dropped instead of rising, which is from year 2018
(RM 4,768.00) to (RM 4,295.28) in year 2019 and once again dropped to (RM
3,869.51) in year 2020. (Refer to Table 8.2.1 , Table 8.2.2 , Table 8.2.3).
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8.3 Pro-Forma Statement Of Comprehensive Income For The Next 3 Years
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8.4 Statement Of Cash Flow For The Next 3 Years
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8.5 Pro Forma Statement Of Financial Position For The Next 3 Years
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8.6 Payback Period and Exit Strategy
8.6.1 Payback Period
Table 8.2.4 Payback Period and Net Present Value
Payback Period = a + ( b / c )
= 2 + ( 334,168.73 / 666,389.86 )
= 2.50146 years
2 years and 5 months
Discounted Payback = d + ( e / f )
Period = 3 + (291,820.72 / 500,668.57)
= 3.5829 years
3 years and 6 months
Return On Investments :
> 1st year : [RM 671,466.52 / RM 110,000] x 100 = 61.042 %
> 2nd year : [RM 680,315.21 / RM 110,000] x 100 = 61.847 %
> 3rd year : [RM 978,433.57 / RM 110,000] x 100 = 88.949 %
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8.6.2 Exit Strategy
An exit strategy refers to an entrepreneur’s strategic planning and having
intentions to sell his / her business ownership to interested investors and other
companies which can be found in nowadays society no matter it is in the same
field or not. Besides, the exit strategy could also enable an entrepreneur to reduce
and at the same time, liquidate his / her stakes in a specific business. Furthermore,
it could enable and at the same time, help entrepreneurs to gain substantial
profits if the business is successful from time to time.
(i) Strategic Acquisitions
This exit strategy refers to the interest of third party whom really
interested in buying / taking away a particular business from your ownership. It
is believed that this method are able to create synergies in the existing business
as the buyers are able to look into it with their own opinions. The reason behind
is because “the way to succeed through acquisition is taking advantages of
synergies in a business” (David Annis & Gary Schine, 2018). By performing this
strategy, it is also able to help a business in terms of expanding it to other
places and markets and also having lower risks in terms of re-entering the
marketplace as acquisition will always create better reliability level to all
interested buyers who plans to acquire an existing business.
(ii) Liquidations
Liquidations also being known as a kind of dissolution or winding up
method in terms of exit strategy manner. In such a way, assets and properties of
an existing company will be redistributed after gone through a selling process
with the public in large or by going through some of the methods being
implemented by related institutions. Besides, money received from the process of
selling a company to other interested buyers, assets and properties will always
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be used for paying back purposes on all the debts of our company, Coolife Sdn.
Bhd. Lastly, the remaining assets and properties will be distributed to all the
shareholders of our company. This exit strategy will only be used if our
company’s business are facing extremely large amount of losses or our company’s
business cannot or unable to survive in the marketplace anymore. In order to
help shareholders to minimize their losses into lower rate, this will be the best
option to go for or to consider.
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9.0 Critical Risks
9.1 MANAGEMENT RISKS
9.1.1 Insufficient Of Experiences
Coolife Sdn. Bhd. is a new business to the marketplace, the company’s manager
might have to face with a situation whereby there are still lack of experiences as
compared to all their competitors. This might due to the lack of management
experiences in reality and hence, we might will make wrong decisions when comes to
managing our business. And yet, this may also brings in more significant crisis to our
business.
9.1.2 Potential Conflict among managers
The conflict could happen easily in the workplace especially during discussions
of a business decision. Direction and expectations may vary based on manager focus.
This will influence business process and business operation.
9.2 MARKETING RISKS
9.2.1 Low Brand Recognition and Customer Loyalty
Brand recognition is important for new company in the market. Low brand
recognition and low customer loyalty will affect the company and it may be difficult to
enter into the market. The company might also have a hard time to attract the consumers’
attention rapidly. Low brand recognition may lead to loss of sales and will make
business grow slower in the market.
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9.3 OPERATION RISKS
9.3.1 Relationship with Supplier
Raw material for the production is very important for every company and the
raw material will directly affect the product quality. Thus, many companies will pay
more attention on build and maintain good relationship with supplier, to ensure they
will supply us good quality raw material. For example, the company can get the
delivery of quality raw material timely and get lower price or discount and hence make
the production run smoothly. If the company fails to build or maintain a relationship
with suppliers, it will cause them disadvantage. For instance, production delayed due
to the raw material delivery is not punctual. This will also cause a delay in company to
deliver the finished goods to customer thus will lead to customer not satisfied with our
services. At the same time, it might affect our company’s market share and reputation.
9.4 INTELLECTUAL PROPERTY INFRINGEMENT
9.4.1 Trademark Infringement
Infringement of a trademark means that the registered trademark has been use
by unauthorized person. Coolife Sdn. Bhd. could face the trademark infringement issue
if others company use COOLIFE’s brand name and logo design in respect of the same
or similar goods. When the company’s name and logo has been use without
authorization, it might mislead customers about the source of the product. It could
damage the brand reputation.
9.4.2 Patent Infringement
Coolife Sdn. Bhd. will are able to register for a patent which last for 20 years
for protection purposes, at Intellectual Property Corporation of Malaysia (MyIPO).
COOLIFE might face patent infringement when our compact table imitate by the
competitor. Moreover, COOLIFE have the right to sue if there are any other companies
use and sell similar product to make profits.
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9.5 CONTINGENCY PLANS
9.5.1 Management Risk
In order to address absence of experience, training program should be organized
as much as possible to improve their performance more quickly. Thus, training program
is a necessary condition.
In every company, conflict between the managers cannot be avoided; the main
reason is they have poor communication between each other. Open communication
channel for all managers to prevent misunderstanding is one way that can solve the
conflict between managers. They can talk about the problem they face, list of few
consequence and proposed solution. Each manager must join the communication group
to have a friendly discussion channel. Friendly workplace will increase the employee
retention and efficiency.
9.5.2 Marketing Risk
The main marketing risk that face by COOLIFE is the lack of brand recognition
and customer loyalty. Brand recognition needs time to build through advertising and
promotions. Brand recognition can come from the promotion activities, when the
customers try to use our product and they are satisfy with it, they will introduce to their
friend by word of mouth. This will increase our company’s brand recognition and also
customer loyalty.
9.5.3 Operating Risk
COOLIFE will also build and maintain good relationship with several suppliers
in order to ensure the quality raw material with lower prices. We will communicate
with the supplier if our company could not make the payment on time or facing
financial difficulties before due date, and ask for deferred payments. In addition, we
will cooperate fully with or suppliers to ensure that no or minimum error occurs as we
know that the supplier is not only providing materials to our company but to other
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companies as well. By providing full cooperation, it can help to build good relationship
with the suppliers.
9.5.4 Financial Risk
Company can work out with a better budget for planning and control before the
activities carried out. Budget controls can help companies identify and reduce
unnecessary spending. It also can guide company to allocate resources efficiently and
thus maximizing operational efficiency.
9.5.5 Intellectual Property Infringement
Coolife Sdn. Bhd. have registered a trademark to avoid company’s logo and
name being use by the unauthorized person. If other companies try to use our
company’s trademark to do business, we have the right to take legal actions as
trademark will always be protected by the law. Furthermore, Coolife Sdn. Bhd. also
planned to register the patent at Intellectual Property Corporation of Malaysia (MyIPO).
Thus, Coolife Sdn. Bhd. is also being protected by law and patent provide owners to
have legal right to prevent other competitors trying to sell or use our products.
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attery
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https://www.marketing91.com/channel-levels-consumer-industrial-marketing-
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Business Traveller Asia Pacific. (2017, September 8). Business Traveller Asia - Pacific
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11.0 Appendices
A) Location Of Our Business’s Main Retail Store
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B) Front View Of Our Business Main Retail Store
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C) Resumes
RESUME OF GOH YU TIAN
A. Personal Particulars
NAME : Goh Yu Tian
AGE : 24
DATE OF BIRTH : 12/11/1993
NRIC : 931112-04-5576
NATIONALITY : Malaysia
GENDER : Female
RELIGION : Buddhist
RACE : Chinese
MARITAL STATUS : Single
B. Contact Info
ADDRESS :1185, Jalan Lagenda 42, Taman Lagenda Putra, 81000 Kulai,
Johor.
MOBILE NO : 017-7228329
EMAIL ADDRESS : [email protected]
C. Education Qualification
I. Primary School
INSTITUTION : SJK(c)Kulai 2
DURATION : 2000 - 2006
II. Secondary School
INSTITUTION : Foon Yew High School – Kulai Campus
DURATION : 2006 – 2011
III. Bachelor Degree
INSTITUTION : Universiti Tunku Abdul Rahman
COURSE : Bachelor (Hons) of Business Administration Entrepreneurship
DURATION : 2015 - 2018
CGPA : 2.38
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D. Extra-Curricular Activities, Achievements and Involvements
Skills Proficiency Description
Sage UBS Accounting Basic Computerized
Accounting
E. Working Experiences
COMPANY : Attract Design & Renovation
POSITION : Part-Time Clerk Assistant
DURATION : 2012/07- 2012/08
COMPANY : Eco Bee Shop Sdn. Bhd.
POSITION : Internship
DURATION : 2017/10- 2018/01
F. Personal Qualities
- Sensible
- Fast learner
- Able to work in a Team
- Strong communication skills
- Able to multi-task
II. Language Proficiency
Language Written
(Excellent, Good, Fair, Poor)
Spoken
(Excellent, Good, Fair, Poor)
English Excellent Good
Chinese Excellent Excellent
Malay Fair Fair
Hokkien Poor Good
Cantonese Poor Fair
G. Reference
NAME : Encik. Nor Azim Bin Ahmad Radzi
COMPANY : Universiti Tunku Abdul Rahman Perak Campus
CONTACT : +6010 – 958 9587
EMAIL : [email protected]
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RESUME OF LEONG YUE MUN
A. Personal Particulars
NAME : Leong Yue Mun
AGE : 24
DATE OF BIRTH : 01/02/1994
NRIC : 940201 – 08 – 5611
NATIONALITY : Malaysian
GENDER : Male
RELIGION : Buddhist
RACE : Chinese
MARITAL STATUS : Single
B. Contact Info
ADDRESS : No. 21, Lebuh Pengkalan Barat 12, Taman Pengkalan Barat,
31650 Ipoh, Perak
MOBILE NO : 016 – 5957036
EMAIL ADDRESS : [email protected]
C. Education Qualification
I. Primary School
INSTITUTION : SJK(C) Chung Shan, Ipoh
DURATION : 2000 - 2006
II. Secondary School
INSTITUTION : SMJK Yuk Choy, Ipoh.
DURATION : 2007 – 2011
III. Bachelor Degree
INSTITUTION : Universiti Tunku Abdul Rahman (UTAR)
COURSE :Bachelor of Business Administration (HONS)Entrepreneurship
DURATION : 2015 – 2018
CGPA : 2.20
D. Extra-Curricular Activities, Achievements and Involvements
Skills Proficiency Description
Microsoft Word, Excel,
Power Point
Moderate Data Analysis, Typing,
Presentation Skills
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E. Working Experiences
COMPANY : AEON Ipoh Station 18, Perak.
POSITION : Full-Time Promoter
DURATION : 2014/02 - 2014/12
F. Personal Qualities
- Sensible
- Fast learner
- Satisfying Leadership Skill
- Strong communication and presentation skills
- Multitasking
- Idea Generator
II. Language Proficiency
Language Written
(Excellent, Good, Fair, Poor)
Spoken
(Excellent, Good, Fair, Poor)
English Excellent Good
Chinese Excellent Excellent
Malay Excellent Good
Cantonese Good Excellent
Japanese Fair Fair
G. Reference
NAME : Encik. Nor Azim Bin Ahmad Radzi
COMPANY : Universiti Tunku Abdul Rahman (UTAR)
Kampar Campus
CONTACT : +6010 – 958 9587
EMAIL : [email protected]
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RESUME OF LIEW CHEW CHEN
A. Personal Particulars
NAME : Liew Chew Chen
AGE : 23
DATE OF BIRTH : 30/03/1995
NRIC : 950330-01-6742
NATIONALITY : Malaysia
GENDER : Female
RELIGION : Buddhist
RACE : Chinese
MARITAL STATUS : Single
B. Contact Info
ADDRESS : 143/2 Jalan Anggerik, 86200 Simpang Renggam, Johor.
.
MOBILE NO : 019-7290626
EMAIL ADDRESS : [email protected]
C. Education Qualification
I. Primary School
INSTITUTION : SJK (C) Tuan Poon
DURATION : 2002 - 2007
II. Secondary School
INSTITUTION : Kluang Chong Hwa High School
DURATION : 2008 - 2012
III. Bachelor Degree
INSTITUTION : Universiti Tunku Abdul Rahman
COURSE :Bachelor of Business Administration (HONS)Entrepreneurship
DURATION : 2013 - 2018
CGPA : 2.2
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D. Working Experiences
COMPANY : Clay Industries Sdn. Bhd.
POSITION : Internship
DURATION : 2017/10 - 2018/01
E. Personal Qualities
- Analytical Skills
- Adaptable communication
- Strong leadership skills
- Compatibility for both independent and team work
II. Language Proficiency
Language Written
(Excellent, Good, Fair, Poor)
Spoken
(Excellent, Good, Fair, Poor)
English Intermediate Intermediate
Chinese Excellent Excellent
Malay Poor Good
F. Reference
NAME : Encik. Nor Azim Bin Ahmad Radzi
COMPANY : Universiti Tunku Abdul Rahman Perak Campus
CONTACT : +6010 – 958 9587
EMAIL : [email protected]
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RESUME OF SOO KAI CONG
A. Personal Particulars
NAME : Soo Kai Cong
AGE : 23
DATE OF BIRTH : 27/02/1995
NRIC : 950227-01-6023
NATIONALITY : Malaysia
GENDER : Male
RELIGION : Buddhist
RACE : Chinese
MARITAL STATUS : Single
B. Contact Info
ADDRESS : Blk B,16-07, Pearl Avenue, Jln Wan Siew off jln 7/1,Tmn
Sepakat Indah, 43000, Selangor.
MOBILE NO : 016 – 2085875
EMAIL ADDRESS : [email protected]
C. Education Qualification
I. Primary School
INSTITUTION : SK Brickfields 2
DURATION : 2002 - 2007
II. Secondary School
INSTITUTION : S.M.K Vivekananda
DURATION : 2008 - 2012
III. Bachelor Degree
INSTITUTION : Universiti Tunku Abdul Rahman
COURSE :Bachelor of Business Administration (HONS)Entrepreneurship
DURATION : 2013 - 2018
CGPA : 2.5
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D. Extra-Curricular Activities, Achievements and Involvements
Society/Involvement Position Institution Award/Achievement Year
Entrepreneurship
Society
Auditor UTAR
KAMPAR
The Avengers
The Expendables
Many Things Flea Market
Gain & Give Charity Game
2016
E. Working Experiences
COMPANY : D.K.S.H Malaysia
POSITION : Internship
DURATION : 2017/08- 2018/01
F. Personal Qualities
- Sensible
- Task-oriented
- Strong leadership skills
- Able to multi-task
II. Language Proficiency
Language Written
(Excellent, Good, Fair, Poor)
Spoken
(Excellent, Good, Fair, Poor)
English Excellent Excellent
Chinese Poor Good
Malay Excellent Excellent
Hokkien Poor Good
Cantonese Poor Fair
G. Reference
NAME : Encik. Nor Azim Bin Ahmad Radzi
COMPANY : Universiti Tunku Abdul Rahman Perak Campus
CONTACT : +6010 – 958 9587
EMAIL : [email protected]
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RESUME OF YAP YONG HUI
A. Personal Particulars
NAME : Yap Yong Hui
AGE : 24
DATE OF BIRTH : 12/11/1994
NRIC : 941112-08-6190
NATIONALITY : Malaysia
GENDER : Female
RELIGION : Buddhist
RACE : Chinese
MARITAL STATUS : Single
B. Contact Info
ADDRESS : 36, Jalan Pengkalan Barat 25, Taman Pengakalan Barat,
31650 Ipoh, Perak.
MOBILE NO : 014-3066602
EMAIL ADDRESS : [email protected]
C. Education Qualification
I. Primary School
INSTITUTION : SJK© SAM CHAI
DURATION : 2001 - 2006
II. Secondary School
INSTITUTION : S.M.K Jalan Pasir Puteh
DURATION : 2007 - 2011
III. Bachelor Degree
INSTITUTION : Universiti Tunku Abdul Rahman
COURSE :Bachelor of Business Administration (HONS)Entrepreneurship
DURATION : 2015 - 2018
CGPA : 2.5
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D. Extra-Curricular Activities, Achievements and Involvements
Society/
Involvement
Position Institution Award/Achievement Year
Traveller Den
Society
Secretary
Consultant
UTAR
KAMPAR
Asia Survival Camp
Food Hunt Trip Penang
The Origin Raub Trip
2017
Young
Entrepreneurs
hip Society
Vice
chairperson
UTAR
KAMPAR
Kampar Fiesta 2017
E. Working Experiences
COMPANY : ePromode SDN. BHD
POSITION : Sales executives
DURATION : 2012/07- 2014/07
F. Personal Qualities
- Determined
- Task-oriented
- Strong leadership skills
- Good communication skills
II. Language Proficiency
Language Written
(Excellent, Good, Fair, Poor)
Spoken
(Excellent, Good, Fair, Poor)
English Excellent Excellent
Chinese Excellent Excellent
Malay Excellent Excellent
German Good Fair
Spanish Fair Poor
Cantonese Excellent Excellent
Hakka Good Excellent
Hokkien Good Good
G. Reference
NAME : Encik. Nor Azim Bin Ahmad Radzi
COMPANY : Universiti Tunku Abdul Rahman Perak Campus
CONTACT : +6010 – 958 9587
EMAIL : [email protected]
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D) Images Of DELAC 4E Compact Table (Prototype)
Side view of DELAC 4E Compact Table
Function of DELAC 4E Compact Table
The Compact Table is Bendable & Keep-able
Easy to store & convenience
Right-Angle view of DELAC 4E Compact Table
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E) Names of Suppliers For Raw Materials
Materials Suppliers
USB Ports
11streets.com
Address: Menara NU 2, No 203, Jalan Tun Sambanthan, KL
Sentral, 50470 Kuala Lumpur, Wilayah Persekutuan Kuala
Lumpur, Malaysia.
Phone: +603-27200000
Alibaba.com
Website Address: https://www.alibaba.com
Phone: (+86) 571-85082088
Ipoh Digital IT Store
Address: Jalan Foo Choo Choon, Taman Jubilee, 30300, Ipoh,
Perak, Malaysia.
Phone: +605-2411588
LED Lights
Alibaba.com
Website Address: https://www.alibaba.com
Phone: (+86) 571-85082088
Jun LED Designer
Address: No45, Jalan Lim Bo Seng, Ipoh, Perak, Malaysia.
Phone: +6012-3218333
E Digital Centre
Address: No157, Jalan Pasir Puteh, Ipoh, Perak, Malaysia.
Phone: +605-2414057
Table Legs
Power Steel Manufacturing
Address: No7, Jalan Batu 3 Lama, Kampung Baru Subang,
Subang, 40000 Shah Alam, Selangor, Malaysia.
Phone: +603-78462249
SYW Industry Sdn, Bhd.
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Address: No6, Lorong Kledang Utara 15, Kawasan
Perindustrian Bandar Baru Menglembu, 31450 Ipoh, Perak,
Malaysia.
Phone: +605-2821516
Table Surface
Hup Soon Industrial Plastic
Address: Plot150, Hala Perusahaan Menglembu 9, Kawasan
Perusahaan Menglembu, 31450- 38820 Ipoh, Perak, Malaysia.
Phone: +605-2822894
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F) Survey Questionnaire
Questionnaire Survey Form
UTBZ 3016 Entrepreneurial Project Questionnaire
Universiti Tunku Abdul Rahman
Faculty of Business and Finance
Bachelor of Business Administration (Hons) Entrepreneurship
Dear respondents,
We are currently a group of final year student who pursuing the degree of Business
Administration (Hons) Entrepreneurship in University Tunku Abdul Rahman ( UTAR ).
We are now doing a business proposal about DELAC 4E Compact Table. We have
transformed a normal laptop table, developed it into a multi features laptop table which
can provide power supply and LED lightings. This is survey is part of our final year
project, and our main purpose is to obtain primary date from public, with the objective
to understand the public opinion and understanding of DELAC 4E Compact Table. All
the information that you disclose to us will be strictly used for research purposes only
and will be kept private and confidential. Thank you very much for your participation.
Sincerely,
Goh Yu Tian
Leong Yue Mun
Liew Chew Chen
Soo Kai Cong
Yap Yong Hui
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Section A: Demographics
1. What is your age range?
20-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
2. What is your occupation?
Student
White collar
Blue collar
Others
3. What is your yearly income level?
Below RM24000
RM24000 - RM48000
RM48000 - RM60000
RM60000 - RM96000
Above RM96000
None of above
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4. How often do you travel per year?
None
1-4 times
5-9 times
10-14 times
>15 times
Section B: Concept and buying preferences
5. Do you always write or read?
Yes
No
6. Do you own a laptop table?
Yes
No
7. Are you satisfy with the function of your laptop table?
Yes
No
8. Do you encountered any problems on your laptop table?
Yes
No
9. Do the features and function of our product attracts you?
Yes
No
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10. Are you interested to buy it?
Yes
No
11. Are you willing to buy it?
Yes
No
12. In which aspect do you emphasize on the laptop table? Please rate as below
from 1(Poor) to 5(Strong).
Strongly Moderate Poor
5 4 3 2 1
Quality
Weight
Size
Convenient
Design
Functionality
13. If our product fits all the features above, will you be satisfy with it?
Yes
No
14. If our product fits all the features you choose above, are you willing to buy it?
Yes
No
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G) Survey Results
\
ARE YOU INTERESTED TO BUY IT?DO YOU ALWAYS WRITE OR READ?
55%
42%
29%
76%
36%
67%
23%
28%
35%
21%
36%
22%22%
27%
34%
3%
20%
10%
03% 2% 0
8%
1%0 0 0 0 0 00%
10%
20%
30%
40%
50%
60%
70%
80%
Quality Weight Size Convenient Design Functionality
R E S P O N D E N T S R A T E O N T H E A S P E C T SImportant 5 Merely important 4 Moderate 3 Merely not moderate 2 Not important 1
23%
46%
18%
13%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1-4 times 5-9 times 10-14
times
>15 times
How often do you travel per year?IF OUR PRODUCT FITS ALL THE ASPECTS
YOU CHOOSE ABOVE, ARE YOU WILLING
TO BUY IT?
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H) Certificate Of Private Company
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I) Registration Form For Company Name
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J) Company Registration Form
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K) KWSP Registration Form
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L) PERKESO Registration Form
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M) Intellectual Property Registration Form
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