INDIVIDUAL ASSIGNMENT

ENT1107
ENTREPRENEURSHIP

NAME :WONG LIEK CHENG

STUDENT ID :I17012339

PROGRAMME :DIB

SECTION :8T1

LECTURER : DR.ARASU A/L RAMAN

Content
1. EXECUTIVE SUMMARY
2. COMPANY BACKGROUND
3. MISSION STATEMENT
4. PRODUCT DESRIPTION
5. MARKETING PLAN
6. COMPETITION ANALYSIS
7. SWOT ANALYSIS
8. OPERATION ANALYSIS
9. FINANCIAL PLANNING
10. Dark Sweets Gantt Chart
（Timeline）
11. Appendix

12. Reference
Dessert Bakery Business Plan
1. EXECUTIVE SUMMARY
Nowadays, most teenagers especially for girls choose to go dessert shops

for enjoys to eat dessert and drink afternoon tea. I think I can open a shop

for sell desserts for consumers who like desserts and pearl milk tea. Dark

Sweets is a dessert bar and bakery located in the Business Improvement

District (BID) of City Square Mall, Johor, Malaysia. We can loosely be

described as a quick-service restaurant where customers sit around a bar

and watch their desserts being made. The show, as well as the dessert, is

our main selling point.

Dark Sweets will hold true to its vision of being a new concept with an

old fashioned feel in order to become a favorite spot for natives. As the

reported national leader in money spent in restaurants, Johor Bahru area is

a best location for launching a new restaurant concept. Dark Sweets also

hopes to become a destination for the thousands of tourists, both Malaysia

and foreign. We plan to control our location in the Business Improvement

area to our utmost advantage.

2. COMPANY BACKGROUND
Dark Sweets is is a dessert bar concept based in

the Business Improvement District of city square,

Johor Bahru， Johor, Malaysia. It accentuates

carefully assembled gourmet dessert in an

easygoing environment. We will make our dessert be prepared right in

front of you is the unique selling point of our business. Dark sweets is a

Partnership Small business，the company has about 20 employees.

Dark Sweets have a wide range of desserts. We have American, French,

ice cream, fruit flavors and DIY desserts. We also make the desserts that

they want according to their needs.

3. MISSION STATEMENT
We offer more creative desserts for consumers to enjoy the delicious

dessert.

4. PRODUCT DESRIPTION
Our desserts are targeted at a range of customers, from adults to kids like

to eat the all kinds of new desserts. We mainly use chocolate, cake, pudding,

cheese, fruit, ice cream，waffle and other ingredients for dessert.

5. Marketing Plan
4P’s Marketing Strategy

 Product
Dark Sweets sells gourmet desserts coupled with exceptional customer

service in a comforting atmosphere. Customers can dine-in and watch the

chef create their dessert. We also offer carry-out to prepare our desserts

at home or have a special cake for a celebration.

The capital we currently have is a deep understanding and understanding

of the dessert industry, and we know how to develop new desserts and

attract more customers.

We are not just the taste of the dessert, but the appearance of the dessert

must also be beautiful. We want to make the customer achieve the visual

and taste effect.

 Place
We will open dessert shop at City Square mall，Johor Bahru，Johor，

Malaysia. The Dark sweets location is belong many people area and near

to Singapore. Hence, Singaporeans will come over to JB in Malaysia to

buy somethings and eat food.It will cause us more profit.

 Price
The dessert price range is RM8-RM35，Some desserts are made for the

weight of two or three people，so the dessert price is according to the

large or small size to sell.

 Promotion
We can use social media to promote our desserts such as Facebook,

Instagram and WeChat. Nowadays, many people focus, share and post

somethings on their Facebook or Instagram. This will allow them to take

notice of our desserts from social media and think of us as long as they

want to eat dessert.

In addition, Dark Sweets can hold some sales promotion, and we will

free give a special dessert for customers directly to spend RM100. Our

event is integral to do this activity, we will give a collection stamp card to

consumer, as long as collected 10 full stamp also can change a special

dessert, let them enjoy the welfare, and encourage consumers to buy more.
 Besides，Dark Sweets will have special events in holiday or festival.

We have do promotion to discount 20% to 50%, free gift, buy one free one,

and coupons with expiration date. For example，Dark Sweets will do a

sales promotion in Christmas，Mother and Father‘s Day ，Valentine's Day

and so forth. Therefore, we can attract customers to buy it and increase a

bit profit.

6. COMPETITION ANALYSIS
 Competitive Edge
Our aggressive edge is our remarkable specialty in an old market. Despite

the fact that restaurants, cafes, bakeries, ice cream shops, and so forth have

a built up position in the commercial center, none are very similar to Dark

Sweets. We are putting forth the clients a totally new affair and far higher

quality item. No where else will they locate an expert culinary specialist

planning gourmet sweets directly before them.

 Competitor Analysis
Our competitor is a store selling ice cream, cakes, bread and donuts, such

as Baskin Robbins, Secret Recipe and J.CO Donuts.

Competitor：

1. Baskin-Robbins

Baskin-Robbins is the world's largest chain

of ice cream specialty shop restaurants. It

has a variety of flavors of ice cream. The

price is RM8-RM120.

2. Secret Recipe

Secret Recipe Cakes and Café Sdn Bhd is a Malaysian halal-

certified café chain company established

since 1997. It has international branches

in Singapore, Indonesia, Thailand,

China, Brunei, Cambodia, Myanmar,

Maldives and Bangladesh. It sells all

kinds of Cake, and it's a choice. The

bread price is RM9-RM120.

 3. J.CO Donuts

J.CO Donuts & Coffee is a cafe restaurant chain originating from

Indonesia that specializes in

donuts, coffee and frozen

yogurt. The company is owned

and managed by Johnny

Andrean Group. It sells

doughnuts, coffee, yogurt and

so on. The price is RM6-RM50.

7. SWOT ANALYSIS
 Strength
In the present dessert industry, there are so many dessert, but

are generally facing the customers are young women, the lack of a

class of dessert shop in the face of all people, and dessert shop’s

dessert in general are similar, there are few new products.

So there are very few types of desserts in the market.

After the launch of a new dessert, nature will attract a certain

customer base, and then slowly developed all kinds of new dessert,

from less to more, make more and more belong to the

characteristics of our desserts, make their own characteristics in the

dessert industry.
 Weakness
As new desserts are introduced in the store, the menu will be

updated. This will cause customers to fail to find some desserts that

they have eaten before, which is very inconvenient for customers.

At the same time, the advertising leaflets and posters of large new

products inside and outside the store will also increase costs.

 Opportunities
Nowadays, more and more people like to eat dessert, especially

young people. They will choose to go the dessert shop for dating or

drink afternoon tea with their friends and family on weekend. It's a

great place for them to relax, relax and chat. If you're going to find

a quiet place to chat with your friends, have dessert and tea, it's a

good choice.
  Threats
We've been working on new desserts with a lot of ideas, and

it's not easy to think about new desserts, because most ideas are

thought to be over. So it takes a long time to make a new product.

In addition, more and more people are opening dessert shops. Many

competitors are competing in the market, which leads to the loss of

some profits to other competitors. Nowadays, people pay attention

to their health in order to have a healthy life, and they do not eat

sweets food.

At the same time, eating a large amount of sweets food can lead to

chronic diseases such as diabetes, high fat and obesity. So they cut

down on sweets food, which is very bad for us.

8. OPERATION ANALYSIS
Management Summary

Dark Sweets will be ease back to procure individuals in the initial couple

of years of operation, yet exceptionally faithful to the individuals who are

employed. At first all representatives will be low maintenance as most of

the work will be finished by the culinary specialist proprietor. As the

organization develops, new workers will be prepared and directed by

unique representatives who have been elevated to an initiative position. It

is our conviction that representatives who are committed to the

achievement of Dark Sweets ought to be remunerated. They will be

pioneers in our future store improvements.

Personnel Plan
Our Personnel Plan starts at ground zero with the originator being the

main worker. Wong Liek Cheng, the gourmet expert and proprietor, will at

first fill in as the main sweet bar cook, and in addition the store director

and the teacher for the week after week lessons. Being an alum of Inti

International University in Malaysia, Malaysia with involvement in three

five-star eateries he is all around arranged for the employments of gourmet

specialist and teacher. Likewise, He used to do low maintenance at JAAN,

Singapore in Restaurant Management similarly sets him up for the

administrative parts of the business.

Dark Sweets plans to advance from inside and remunerate the best

workers with influential positions. Our opening work objective is 4 with

an objective to increment to 7 before the finish of the main year, 10 the

second year and 12 the third year. We understand this is extremely forceful

staffing, yet mean to employ culinary experts who are utilized to the

requests of the eatery business. By this contracting reasoning, we will have

the capacity to work with less, yet more beneficial representatives and

reward them in like manner. Starting there we expect to build the

obligations of every worker rather than procuring more individuals. In this

manner compensating the individuals who have endeavored to build up

Dark Sweets as an unrivaled pastry shop. These individuals will then be

imperative in our extension as we open new stores.

9. Financial Planning
It is critical to our money related accomplishment to develop Dark

Sweets not similarly as a treat bar, but rather as an organization. We are

searching for a venture of RM300,000 seed cash with the expectations of

in the end offering a set up chain of sweet bars or building up our

organization as a gourmet establishment. This implies we should

dependably be reinvesting later on of Dark Sweets.

PRO FORMA PROFIT AND LOSS

YEAR 1 YEAR 2 YEAR 3

Sales $166,150 $241,525 $312,751

Direct Cost of Sales $32,123 $47,232 $60,499

Other Production Expenses $0 $0 $0

TOTAL COST OF SALES $32,123 $47,232 $60,499

Gross Margin $134,028 $194,293 $252,252

Gross Margin % 80.67% 80.44% 80.66%

Expenses

Payroll $50,063 $54,019 $60,387

Sales and Marketing and Other $2
Expenses ,300
 $2,500 $2,500
Depreciation $0 $0 $0
Leased Equipment $0 $0 $0
Utilities $6,000 $6,000 $6,000
Insurance $2,400 $2,400 $2,400
Rent $60,000 $60,000 $60,000
Payroll Taxes $7,509 $8,103 $9,058
Other $0 $0 $0

Total Operating Expenses $128,272 $133,022 $140,345

Profit Before Interest and Taxes $5,755 $61,271 $111,907

EBITDA $5,755 $61,271 $111,907

Interest Expense $0 $0 $0

Taxes Incurred $1,727 $18,381 $33,572

Net Profit $4,029 $42,890 $78,335

Net Profit/Sales 2.42% 17.76% 25.05%

11. Appendix

Report
Date Description
16/11/2017 Looking for information
16/11/2017 Design logo
17/11/2017 Search & Do executive statement
17/11/2017 Search & Do mission statement
17/11/2017 Search & Do company background
17/11/2017 Search & Do product desription
17/11/2017 Search & Do Marketing Plan
17/11/2017 Search & Do Competition analysis
18/11/2017 Search & Do SWOT
18/11/2017 Search & Do Operation analysis
18/11/2017 Search & Do Financial planning
18/11/2017 Search & Do Timeline (Gantt Chart)
18/11/2017 Finish the Business Plan
12. Reference List

Baskinrobbins.com.my. (2017). Welcome To Baskin-Robbins. [online]

Available at: http://www.baskinrobbins.com.my/ [Accessed 18 Nov.
2017].

Secret Recipe Cakes & Cafe Sdn Bhd. (2017). Secret Recipe Cakes & Cafe
Sdn Bhd. [online] Available at: http://www.secretrecipe.com.my/
[Accessed 19 Nov. 2017].

Jcodonuts.com. (2017). J.CO Malaysia: The Best Donuts, Coffee, Yogurt,

Sandwich, and Cronut. [online] Available at:
https://www.jcodonuts.com/my/ [Accessed 18 Nov. 2017].

Software, P. (2017). Dessert Bakery Business Plan Sample - Financial Plan

| Bplans. [online] Bplans.com. Available at:
https://www.bplans.com/dessert_bakery_business_plan/financial_plan_f
c.php [Accessed 18 Nov. 2017].
 Company Background
 Company Name: Dark Sweets
 Product : Dessert
 Location: City Square, Johor Bahru， Johor, Malaysia.
 Mission Statement
We offer more creative
desserts for consumers to enjoy
the delicious dessert.
 Marketing Plan
 Product: make delicate and delicious dessert for customers.

 Price: The dessert price range is RM8-RM35. Then，dessert price is

according to the large or small size and food material to sell.

 Place: Shopping Mall in City Square， Johor Bahru，Johor， Malaysia.

 Promotion:Advertising，Sale promotion
 Competitor
Baskin-Robbins

Secret Recipe

J.CO Donuts
Timeline
END