1.

0 EXECUTIVE SUMMARY
Sg, Korok Licious Enterprise is a small business that sell delicious nasi lemak with affordable

price. The business offers various types of nasi lemak such as nasi lemak ikan bilis, nasi lemak

ayam and nasi lemak ABC (ayam bilis campur). To move beyond other competitor, this

business decide to innovate new dish which is nasi lemak ABC that attract the target customer

(UUM students) with new combination of dish which is anchovies, boiled egg and chicken in

one pack. At first, the business just sells the product at one place and also plan to expand the

business to another places. This will require an investment in marketing and labor force to grow

the business to include this complementary line of business. This business plan organizes the

strategy and tactics for the business expansion and set objectives for growth over the next two

months.

The business will offer customer with COD (cash on delivery) service that facilitate the

customer at a price they can afford. To do this involves our subordinates time and labor force

to give satisfaction to beloved customer, and continuing to be the first choice by the customers.

The effect will be sales more than doubling over two months and increase substantially.

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1.1 OBJECTIVES
Sg. Korok Licious seeks to provide great food services which will be offered to UUM students

at reasonable price. Sg. Korok Licious has set the following objectives for this business plan:

 To estimate the cost and profit of total sales of Sg. Korok Licious in these 2 months

(September and October)

 To segregate the total cost into variable cost and fixed cost and perform Break even

analysis on the basis of the data

 To analyze the performance of the business and study the recent trends

 To suggest how the business can improve its future performance

1.2 BUSINESS VALUE

COMMITMENT

CONTINOUS
BUSINESS COMMUNITY
LEARNING SERVICE
VALUE

CUSTOMER
SATISFACTION

Figure 1: Business Value

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Sg. Korok Licious success is measured through the incremental value we create for our

customers which core values are:

1. Commitment

We are dedicated in giving our time, effort and energy to our work ensuring the best

quality of our product and effective service delivery.

2. Customer Satisfaction

We promise good quality of our product and on-time delivery, without compromise on

safety, gorging customers’ trust to win repeat business and new customers.

3. Continuous Learning

We constantly improve our knowledge and skills to stay ahead of competition in the

changing current market.

4. Community Service

We care about our communities. We believe in giving back to our communities through

the charitable contribution of some our profit will give a better life to those who needs.

Thus, we not only focus on gaining maximum profit but we also donating some of our

profit to community as part of our corporate social responsibility.

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2.0 BUSINESS SUMMARY
2.1 PURPOSE OF BUSINESS
This business plan is about a proposal of Nasi Lemak Sg. Korok at Universiti Utara Malaysia,

Sintok, Kedah. The main objective is to establish our own food business at target location and

compete our product with the existing competitors in UUM market.

The nasi lemak business is a typical business at this area however based on our study,

the demand is always available and with a right business strategy and marketing tools we are

able to penetrate and establish ourselves in this industry and in future we hope we can major

player in the market.

We established Sg. Korok Licious in September, 2019. For the market test purpose, we

start the business with a production of 100 packets nasi lemak distribute selling at Bank

Muamalat student residential hall and Bank Rakyat student residential hall. The activity will

be conducted in 2 days in a week which is Tuesday and Friday. We operate the business not

only to maximize profit but also contribute to community with the profit that we gain from

selling the nasi lemak. Therefore, we sell nasi lemak as it is most wanted meals during night

with affordable price according to student budget.

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2.2 MANAGEMENT TEAM SG. KOROK LICIOUS

LECTURER

ADVISOR

STUDENT 1 STUDENT 3
ADMINISTRATIVE
MANAGER
MARKETING &
SALES MANAGER

STUDENT 2 STUDENT 4

FINANCE MANAGER OPERATION MANAGER

Figure 2: Management Team of Sg.Korok Licious

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Sg.Korok Licious does not have any employees , other than its owners. The business organized

into four functional areas which is administration, operation, finance, marketing and sales.

Duties and Responsibilities – ADMINISTRATIVE MANAGER

1. Developing, reviewing, and improving administrative systems, policies, and

procedures.

2. Working with accounting and management team to set budgets, monitor spending, and

processing payroll and other expenses.

3. Develop strategies in administrative manager functions to effectively run an

organization.

4. Supervise and manage administrative operations of a department.

5. Develop and implement administrative functions to monitor business operations.

6. Manage and supervise facilities functions in a production setting facility.

7. Interact with other department heads in managing the entire administrative operations.

8. Assist and support financial department in preparation of budget and other reports and

statements.

9. Develop logistics in organizing records, files and statements in an effective manner.

Duties and Responsibilities – OPERATION MANAGER

1. Planning and controlling change

2. Managing quality assurance programmes

3. Researching new technologies and alternative methods of efficiency

4. Setting and reviewing budgets and managing cost

5. Provide inspired leadership for the organization.

6. Make important policy, planning, and strategy decisions.

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7. Develop, implement and review operational policies and procedures.

8. Oversee budgeting, reporting, planning, and auditing.

9. Identify and address problems and opportunities for the company.

Duties and Responsibilities – FINANCE MANAGER

1. Collecting, interpreting and reviewing financial information

2. Predicting future financial trends

3. Reporting to management and stakeholders, and providing advice how the company

and future business decisions might be impacted

4. Producing financial reports related to budgets, account payables, account receivables,

expenses etc.

5. Developing long-term business plans based on these reports

6. Developing strategies that work to minimise financial risk

7. Analysing market trends and competitors

Duties and Responsibilities - MARKETING AND SALES MANAGER

1. Contact and ensure to qualify identified prospects, leads and suspects from established

marketing campaigns plus current business partner relations.

2. Conduct initial onsite, remote demonstrations and detailed follow-up demonstrations

customized to show how solution attains particular prospect requirements.

3. Stimulate sales activities to attain or exceed revenue objectives on monthly, quarterly

and yearly basis.

4. Update and maintain continuously internal marketing database to precisely reflect sales

activities and prospect status.

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5. Support preparation of perfect monthly, quarterly and yearly sales projection along with

pipeline reports.

6. Assist partner distribution networks associated with distribution plus promotion of

organization materials.

7. Prepare marketing plans determining specific organization product family needs.

8. Develop market and competitive analysis, pricing schedules, forecasts, promotional

plus advertising requirements.

9. Develop and coordinate promotional as well as collateral materials like brochures,

videos, binders and trade show graphics etc.

10. Support marketing and sales programs together with Sales & Marketing Manager

11. Conduct account maintenance, inquiry calls, outside sales calls, qualification calls,

concierge visits, site visits and varied sales activities.

12. Prepare, plan and implement local marketing events and strategies

13. Execute accurately all organization initiatives, policies plus procedures to improve

quality, operations and service.

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2.3 PROJECT LOCATION

Figure 3: Project Location

Universiti Utara Malaysia (UUM) situated in the district of Sintok in Kedah, Malaysia. It is

also known as a management university. It is a strategic location as it consists of 13 student

residential halls that provide a broad market to sell Nasi Lemak Sg. Korok. This will benefit to

our business as each of the student residential hall have more than 500 students to become our

target customer as we implementing our great strategy marketing. Our main focus are Bank

Muamalat residential hall and Bank Rakyat residential hall. This due to a few competitors to

compete in this market area as it far from other facilities such as V-mall and food stall. In the

future, we hope we will be able to expand our market area and enhance our skill in marketing

strategy.

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2.4 VISION AND MISSION

VISION

Offering reasonably priced with quality food and delivered in friendly atmosphere.

MISSION

Sg. Korok Licious exists not only for the purpose of generating sales and profit but also

contribute to community. Because we are service business, we will also exist to serve our

customers. Strive to become the first destination of choice for those in our community, remain

cheerful, courteous well trained, and focused on pleasing our guests, give special delivery

status and contribute to our community area.

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3.0 MARKET ANALYSIS SUMMARY

Our primary target market is UUM students who desire a mouth-watering food but at a

reasonable price. Our secondary target market also desires a delivery service for food when

they are hungry and lazy to go to the cafe. There is overlap of these segments. UUM are a

growing middle-class area with nearly 12,000 students.

3.1 MARKET SEGMENTATION

We are targeting UUM students as our primary market but we are more focusing for delivery

service only in two student residential halls (INASIS) which is Inasis Bank Muamalat and

Inasis Bank Rakyat. This is because, cafe for this both student residential hall (INASIS) is

located a little bit far from their hostel block. Students will prefer food with delivery service

that will make them easier as them was too busy.

3.2 MARKET NEEDS

As nasi lemak is one of the famous traditional culture foods, which still trend among Malaysian

until today, it was quite popular and easily be promoted even though there was also a

competitor in the same student residential hall (INASIS). Additionally, nasi lemak is classified

as a proper meal, it is easily to be brought around by students who are always busy. The price

range for our nasi lemak is RM 1.30 - RM1.80 and therefore, it was affordable for everyone.

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We have conducted a survey for our market analysis. This is our sample question and

responses.

Figure 4: Survey of Nasi Lemak Demand in UUM

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 Figure 5: Respondent of Survey

Figure 6: Survey of Interest in Nasi Lemak

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Figure 7: Survey on Time Preferred to Eat Nasi Lemak

Figure 8: Survey on Nasi Lemak Preferred

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4.0 STRATEGY AND IMPLEMENTATION SUMMARY

4.1 PRODUCT STRATEGY

Introduction of ‘Nasi lemak’

‘Nasi lemak’ is a Malay fragrant rice dish and it is commonly found in Malaysia, where it is

considered the national dish, it is also the native dish in neighboring areas with significant

Malay populations such as Singapore, Brunei and Southern Thailand. It is considered one of

the most famous dishes for a Malay-style breakfast. However, because ‘nasi lemak’ can be

served in variety of ways, it is often eaten throughout the day.

Firstly, ‘nasi lemak’ is the favorite food by students UUM. Our product which is ‘nasi

lemak’ is produce by people live in Kampung Sungai Korok that nearest in Jitra. So, the

produce by people live in village, the taste of ‘nasi lemak’ will be permanent like the original

taste. It’s only coconut milk-infused rice (with a tinge of pandan), cucumber slices, hardboiled

egg or ‘sambal ayam’ most important of all, sambal.

Our strategy is based on serving our markets well. We will start our first outlet as a

"market tester" that could become a model of the expanding number of outlets in the future

such as we choose some random students of UUM to be our model to test our product and focus

in marketing also can increase customer awareness about our product among students of UUM.

We will price our products fairly, keep our standards high, and execute the concept so that

“word-of-mouth” will be our main marketing force.

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4.2 PRICING STRATEGY

Our pricing strategy is positioned as "generic", meaning that RM1.50 is the average consumer

spending for a ‘Nasi Lemak’. But some supplier they put the price of ‘Nasi Lemak’ is RM2.00

per pack, so that consumer which is student’s UUM will be more focus to our product. This

show that, our main strategy is to set the price of products fairly, keep our standards high, and

execute the concept of “word-of-mouth”. In conclusion, the customer awareness will be

increase about our product among of students UUM and this will be our marketing force.

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4.3 BRAND CHALLENGES

30
40 Nasi Lemak Sg. Korok
Nasi Lemak Nabila
30 Nasi Lemak Wani

Figure 9: % market shares existing

20 24
Nasi Lemak Sg. Korok
Nasi Lemak Nabila
22 Nasi Lemak Wani
34
Nasi Lemak Ayu

Figure 10: % market share after new entrée

Nasi Lemak
Nabila
(Distributors)

Nasi Lemak
Nasi lemak Wani
Sg.Korok
(Distributors)
(Distributors)

Competitors

Figure 11: Competitors of Nasi Lemak in UUM

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1. NASI LEMAK SG. KOROK

• Branding and famous.

• Nasi Lemak ( Specialist- variaty of addendum for
raw Nasi Lemak, etc: anchovies and boiled eggs,
ADVANTAGES chicken, and chicken and anchoives.
• Delivery room to room.
• Price are reasonable with quantity of Nasi Lemak.

• Does not always take orders.

DISADVANTAGES • The supplier far from the point of sale.
• Cost higher because to rent a car and cost of fuel.

2. NASI LEMAK NABILA

• Branding and famous.

ADVANTAGES • Always take order.
• Delivery room to room.

• Price is not reasonable with quantity.

DISADVANTAGES • Not so delicous- sambal are to spicy.

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3. NASI LEMAK AYU

• Branding and famous.

• Nice packaging.
ADVANTAGES • Sell variety type of dishes- Nasi Lemak ayam,
Nasi lemak bilis telur, and Tauhu bergedil.

• Price is not reasonable with quantity.

DISADVANTAGES • Limited orders.

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 4.4 SWOT ANALYSIS
The following SWOT analysis captures the key strengths and weaknesses within the company,

and describe the opportunity and threats facing by Sg. Korok Licious.

•Strong relationships with •Challenges of the start-up

suppliers phase in business
•Great variety and product •Does not always take orders
presantation •The supplier far from the
•High customers loyalty among point of sale
repeat customers •Cost higher because to rent a
car and cost of fuel

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

•Growing market with a

significant percentage of our •Facing problem on
target market still not knowing transportation
we exist •Did not achieve the sales
•Strategy alliances offering target
sources for referrals and joint •Increasing among competitors
marketing activities to extend that offer the same product in
our reach our market area
•Increasing sales opportunies
beyond our target area

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4.5 MARKETING STRATEGY
One way in order to let people notice our business existence is we hand out mini flyer. This is

one of effective way to promote and attract students to buy our nasi lemak. Here is the sample

of our flyer:

Figure 12: Flyer of Nasi Lemak Sg. Korok

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4.6 PRODUCTION AND OPERATIONAL PLAN

Recipe of Nasi Lemak Sg. Korok:

Ingredient for Nasi Lemak; (50 packs) – 1 Big

Ingredient for Sambal; 50 packs
Pot
 30 cup rice  30 spoonful cili giling
 10 cups coconut milk  30 pcs red onion
 25 cups water(Approx.)  ½ pack belacan
 7 pcs pandan leaf  3 spoonful salt
 25 pcs red onion  2 spoonful sugar
 3 spoonful salt

Other Ingredient

 Fried anchovies
 Fried chicken
 Boiled egg

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Flow Chart of Preparing and Sales Nasi Lemak Sg. Korok:

Figure 13: Flowchart of Preparing and Sell Nasi Lemak

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These is some of pictures during preparing Nasi Lemak and delivery it to the customers:

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Page | 25
4.7 SALES STRATEGY

The marketing strategy discussed previously in this business plan will generate the desired

sales. We require to have a through and comprehensive understanding of the menus, ingredients

and methods of preparation of all of our foods. We practice to always describe and recommend

items, even to regular customers, and to always up-sell.

We will emphasize service to differentiate ourselves. We will establish our business

offerings as a clear and viable alternative for our target market. We will build long-term

relationships with our customers, becoming their destination of choice for delivery, take out,

and dine in. We will sell ourselves as the best neighborhood and community ‘Nasi lemak’.

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 5.0 FINANCIAL PLAN

5.1 BREAK-EVEN ANALYSIS

The break-even analysis chart and table show that if the costs stay at the current, or relatively

stable, Sg. Korok Licious will able to make an increased profit by the first month. The break-

even point is RM 385.77 per month.

Table: Break-even Analysis

BREAK – EVEN ANALYSIS (MONTHLY)

Nasi Lemak Bilis Nasi Lemak Ayam Nasi Lemal ABC Total
Sales RM156 100% RM300 100% RM144 100% RM600 100%
( - )Variable Expense RM132 84.62% RM200 66.67% RM128 88.89% RM460 76.67%
Contribution Margin RM140
Fixed Expense RM 90
Operating Income RM230
Sales Mix RM312 26% 600 50% 288 24% RM1200 100%

𝑅𝑀 140
1. Contribution Margin Ratio =
𝑅𝑀 600

= 23.33%
𝑅𝑀 90
2. Break Even Point (RM) =
23.33%

= RM 385.77
3. Break Even Point (units) = RM 90 ÷ (RM1.50 – RM1.15)
= 257 units

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5.2 CASH BUDGET

SEPTEMBER OCTOBER

CASH BUDGET (RM) (RM)

Beginning Cash Balance (1) 36.40 90

Add: Cash Collection (2) 600 600

Total Cash Available 636.40 690

Less: Cash Disbursement

Direct Materials 443.60 443.60

Manufacturing Overhead: Indirect Materials (3) 12.80 12.80

Selling and administrative expense:

Transportation 80 80

Flyer 10 10

Total Disbursement 546.40 546.40

Ending Cash Balance 90 143.60

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Additional Information:

(1)
Capital RM120 X 4 = RM480
(-) Cost of Goods Sold (RM443.60)
Total RM36.40

(2)
Nasi Lemak Bilis 120 X RM1.30 = RM156
Nasi Lemak Ayam 200 X RM1.50 = RM300
Nasi Lemak ABC 80 X RM1.80 = RM144
Total RM600

(3)
Indirect Materials
Wrapping paper RM3.20X 4 = RM12.80
Total RM12.80

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5.3 PROJECTED PROFIT AND LOSS

As the profit and loss table shows, Sg. Korok Licious expects to continue its steady growth in

profitability over the next three months of operations.

Table: Profit and Loss

Pro Forma Profit and Loss

Month 1 Month 2

(RM) (RM)

Sales 600 600

Cost of Goods Sold 443.6 443.6

Gross Margin 156.4 156.4

Gross Margin % 26.07 26.07

Expenses:

Promotion/Marketing 10 10

Transportation 80 80

Other - -

Total Operating Expenses 90 90

Net Profit 66.40 66.40

Net Profit/Sales % 11.07 11.07

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5.4 PROJECTED CASH FLOW

The financial outlook is positive as the business rolls out and meets its milestones. After

financing, cash flow will be negative for month one only. By month two, Sg. Korok Licious

expects to be cash flow positive.

Table: Cash Flow

Ingredients for Preparing Nasi Lemak

No Ingredients Unit Qty Price Total

(RM) (RM)

1 Rice kg 20 4.5 90

2 Coconut Milk kg 12 2 24

3 Daun Pandan sheet 8 0.5 4

4 Salt pack 0.3 2 0.6

Total Sum Carried To Cost 118.6

Of Goods

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Ingredients For Preparing Sambal

No Ingredients Unit Qty Price Total

(Rm) (Rm)

1 Oil pack 4 2.5 10

2 Dried Chilies kg 1.5 18 27

3 Onions kg 2 6 6

4 Belacan pack 1 5 5

5 Salt pack 1 2 2

Total Sum Carried To Cost Of 50

Goods

Ingredients for Others

No Ingredients Unit Qty Price Total

(RM) (RM)

1 Egg pcs 50 0.3 15

2 Packing Paper sheet 400 0.02 8

3 Chicken kg 16 15 240

4 Anchovies kg 1 12 12

Total Sum Carried To Cost Of Goods RM 275

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Cost of Goods For

400 Packs/Month

Main Summary

No Main Dishes Total Prices (RM)

1 Nasi Lemak 118.6

2 Sambal 50

3 Others 275

443.6

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 1 2 Total

Cash Inflow

Owners' Capital (Cash)

Ain 120

Nadiah 120

Hidayah 120

Farisha 120

Consignment - Cash Sales

Nasi Lemak Bilis 120 X 156 156 312

1.30

Nasi Lemak 200 X 300 300 600

Ayam 1.50

Nasi Lemak 80 X 144 144 288

ABC 1.80

Total Cash 480 600 600 1680

Inflows

Cash Payments

Administrative Expenses

Transportation 80 80 160

Cost

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Marketing Expenses

Mini Flyers 10 10 20

Operations Expenses

Cost Of Goods 443.6 443.6 887.2

Total Cash 443.6 533.6 90 1067.2

Outflows

Excess (Deficit) 36.4 66.4 510 612.8

Beginning 36.4 102.8

Balance

Ending Balance 36.4 102.8 612.8

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