JOO.

JOOB
BUSINESS PLAN

February 5, 2022

Nurul Hiqmah binti Nordin

RELAX. EASE HEADACHE. SPIRITUAL HEALTH

Table of Contents

1.0 EXECUTIVE SUMMARY...........................................................................................3

2.0 BUSINESS ANALYSIS................................................................................................4

2.1 SWOT Analysis.............................................................................................................4

2.1.1 Strength...............................................................................................................................4

2.1.2 Weakness............................................................................................................................5

2.1.3 Opportunity........................................................................................................................5

2.1.4 Threats................................................................................................................................6

3.0 MARKETING PLAN....................................................................................................6

3.1 Product................................................................................................................................6

3.2 Price.....................................................................................................................................8

3.3 Promotion...........................................................................................................................8

3.4 Place....................................................................................................................................9

4.0 OPERATION PLAN...................................................................................................10

5.0 FINANCIAL PLAN....................................................................................................10

5.1 Financial strategy.............................................................................................................10

5.2 Financial projection.........................................................................................................11

REFERENCES.......................................................................................................................12

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1.0 EXECUTIVE SUMMARY

The millennials (people born between 1981 and 1996) in Malaysia are showing tremendous
interest with growing trend towards buying eco-friendly products (Taufique & Islam, 2021).
They are educated and knowledgeable, with traits; ethnically diverse and optimistic, socially
conscious and health conscious, push them to prioritise their health while making life choices
(Nicolau et al., 2020). JOO.JOOB plans to provide just that; an au naturale headache balm
formulated from organic ingredients namely candelilla wax, coconut oil and 4 types of
essential oils (Indian jujube leaves, peppermint, lavender and frankincense) to improve health
both mentally and physically. JOO.JOOB is the answer to the increasing demand of
alternative medicine in avoidance of drug therapy.

Since the Millennials are the largest working generation in today’s market (Murdock, 2019),
their opinion matters. Our main priority is to provide a sanctuary for the green consumers to
safely consume holistic medicine to treat stress, headache, to improve skin complexion and
for spiritual medicine. The over-the-counter headache balms are mostly contained camphor,
menthol, paraffin and petrolatum which are bad for our skin. JOO.JOOB is 100% naturally
derived ingredients, a biodegradable and vegan formula with no animal or animal derived
ingredients. JOO.JOOB is formulated in a note to help us to reduce our impact on the
environment and for a healthier choice.

This plan is prepared to be used as a start-up guide to help us focus step by step to make
business ideas succeed and to achieve short-term and long-term objectives. We are a couple
of millennials who believe that what we want to buy and consume should be made available
in store with an affordable price. Hence, we are here to provide them as our contribution to
mitigate the damages we’ve made to mother earth.

We plan to sell at least 100,000 units at the end of next year and we hope our product can
soon to be displayed in major drugstores throughout Malaysia and become one of the best
products awarded by Superbrands.

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2.0 BUSINESS ANALYSIS

To outline solutions in meeting objectives, we’ve come up with a business plan identifying
activities that can enable us to define our business problem or opportunity and how our
business should behave in the end.

2.1 SWOT Analysis

2.1.1 Strength

JOO.JOOB is a two in one product designed to tackle two different groups of consumers. The
first will be the green consumers and the second is the Islamic believers. Green consumers
tend to select a natural product with low environmental impacts, such as biodegradable
products and low energy usage. However, we do understand due to a lot of social and
economic constraints, most people do not behave as green consumers continuously.
Therefore, by us being here projecting both green and economical, it simplifies their intention
to purchase and gives continuous support on their green consumption’s habit. The Islamic
believers on the other hand believe that Indian jujube is one of the plants in Paradise with all
its part have medicinal values. It is also believed effective to treat black magic (Sihr), evil eye
(Ayn) and Jinn possession. Nevertheless, to this date there are no spiritual medicine marketed
in the mainstream market due to perceptions of it to be superstitious. Our product however
will be first introduced for its clinical benefits, and as spiritual medicine for targeted
consumers.

To our benefit, our CEO, Nurul Hiqmah binti Nordin is a realtor and familiar with real estate
sales and purchases; advertisement, selling skills, e-commerce platform and networking. Our
production manager, Izmir bin Yafith is a former construction manager with 15 years of
experience on coordinating and supervising which beneficial in ensuring smooth production.
Finally, our marketing manager, Faizah binti Ismail; a work from home mother who has
plenty of marketing experience through her home baking business will be joining our team
soon to take responsibility in making our product well-known. With the combination, we
believe that we can achieve incredible success.

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2.1.2 Weakness

Since our initial source of venture capital is bootstrapping, we must be cautious in laying
expenditures. This will limit our production, manpower and marketing allocation. Therefore,
we are planning to start small by limiting production and reproduction to 1000 units of
JOO.JOOB and maintaining 3 staffs until a stable business environment is observed.

The reputation of spiritual medicine has been harmed by sceptics due to no scientific
evidence supporting its concept. It will be difficult for us to market headache balm containing
indian jujube leaves for its spiritual healing properties in mainstream market with high
expectation in tackling consumer from all cultures. However, the assumptions we’ve made
has not yet been confirmed true since the business has not yet been launched.

2.1.3 Opportunity

Although the spiritual medicine market is subjectively small due to diverse beliefs and
religions in Malaysia. We come to realise that JOO.JOOB is one of the not many spiritual
products both function to soothe headache and treat spiritual ailments. With this significant
market power, JOO.JOOB is expected to monopoly the market with privilege in controlling
the product price and maintaining its exclusivity.

We comprehend that our closest competitor, Balm Bidara Life has nearly the same product
formula and targeting the same group of consumers. However, our JOO.JOOB has the upper
hand as our product prioritises the current consumer solicitation to offer vegan friendly
product. Concomitant to this request, we have substituted the usage of beeswax to candelilla
wax which is vegan friendly yet still give the same benefit to our skin. In addition, beeswax is
safe away from acne prone areas and while rare, beeswax can cause skin irritation to
consumers. Therefore, the shift to candelilla wax can provide us a better coverage of
consumers.

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2.1.4 Threats

JOO.JOOB is designed to fit the demand of the largest group of consumers; Millennials.
However, Bernardes et al., (2018) reported that millennials act differently from what they
think as they are not proactive to collect knowledge on sustainable alternatives and their
purchase intention are influence by their financial status first. With this in mind, we must
make sure a regular advertisement on product sustainability and make adjustment on the price
and size of our product to achieve affordable sustainability to influence them to buy.

3.0 MARKETING PLAN

This marketing plan is made to assist us in the growth of our business by stating appropriate
marketing strategies in term of the 4Ps; product, price, promotion and place.

3.1 Product

JOO.JOOB is a calm balm that function to provide calmness, relief headache and to be used
to treat spiritual ailments typically for the Muslim community. JOO.JOOB consist of natural
ingredients namely candelilla wax, coconut oil and 4 types of essential oils; Indian jujube
leaves, lavender, peppermint, and frankincense. Since the ingredients used are all organic,

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JOO.JOOB can be used by all walks of life including babies. We have chosen the ingredients
carefully to match our target market demand.

These are the descriptions of the ingredients chosen:

Table: Ingredients
Ingredient Description
Candelilla wax An odorless vegan friendly wax to substitute beeswax
to avoid pollen or honey allergies. A fast-absorbing
moisturizer that helps to solidify formula due to its
high melting point (newdirectionsaromatics, 2019).
Coconut oil Widely used in Asian countries, coconut oil is used as
oilment for various diseases. It is anticancer,
antidiabetic, anti-inflammatory, antifungal and
moisturises skin well (Deen et al., 2021).
Essential oil Indian jujube Also known as bidara leaves, jujube is considered
leaves popular in many regions and religions. It is believed
by the Muslim that jujube is a paradise tree. Among
other benefits, jujube leaves can be used as insect
repellant and to promote wound healing (Irshad et al.,
2020). It is believed to be the best supernatural
remedy in treating black magic (Sihr), evil eye (Ayn)
and Jinn possession (Mateo Dieste, 2021)
Peppermint Peppermint can reduce the intensity and frequency of
migraine headaches (Rafieian-kopaei et al., 2019). It
is also an anti-viral, anti-bacterial, anti-inflammatory,
anti-fungal, anti-asthmatic, allopathic, spasmolytic,
anti-headache, anti-septic and can be used for spastic
bowel therapy (Nayak et al., 2020).
Lavender Lavender has been proven effective in reducing
anxiety (Donelli et al., 2019). As the most powerful
anxiolytic essential oil, it can be used in patients
undergoing surgical procedures under local

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 anaesthesia and minimize the usage of anti-psychotic
medications (Karan, 2019).

Frankinscense An aromatic resin that supports healthy cell function,

promotes wound healing, treats hormones inbalance
and many more. It is widely used in aromatherapy to
promote relaxation and sleep.

JOO.JOOB has several advantages over its leading competitors:

 JOO.JOOB prioritises the current consumer solicitation to offer vegan friendly
product by substituting the usage of beeswax to candelilla wax.
 JOO.JOOB will be marketed for its clinical benefits first, and as spiritual healing
second.

3.2 Price

With a packaging of size 10g, JOO.JOOB price to be introduced at RM 7.00. Comparing to

our main competitor in this balm segment that is Balm Bidara Life, the price average is
around RM 7.50. We try to position our pricing strategy as affordable as possible even it
comes with premium ingredients.

3.3 Promotion

JOO.JOOB marketing team will implement two different promotions strategies to gain
customer awareness of our product. Our main strategy will focus on local drug stores such as
Watson, Guardian, Caring, etc. This will be by far the lowest and most effective promotion
programs due to the high traffic in targeted shopping locations. However, to put our product
on their counters, we need to project constant profit first to gain their interest hence the
second promotion strategy.

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 The second promotion strategy will be using social medias. This strategy will be used
economically as an extra effort where necessary.

Local Drug Store Promotion (Watson, Guardian, Caring, etc.)

 Brochures.
 Tester
 Introduction price (for few months after launching)

Social Medias
 Influencer – Instagram, TikTok, Facebook, etc.
 Web page – contain JOO.JOOB philosophy, ingredient, and benefits
 E-commerce platform – Shopee, Lazada, Lelong, GoShop, eBay, etc.

3.4 Place

For the first few years, we are not planning to open any physical store. We’ve chosen to start
with online store as ecommerce activity has seen a huge jump over the past two years
(Hutchinson, 2022). We feel that it is the right choice because:
 Ecommerce allows us to open our business to the world, breaking the physical
barriers.
 Internet allows us to reach new customers daily.
 The cost of opening an online store is much lower than physical store.
 Our business can operate 24 hours a day.

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4.0 OPERATION PLAN

JOO.JOOB is a creative idea of our founder, Nurul Hiqmah binti Nordin. With current team
that we have, it only requires a simple organisational structure and implementation of this
organisation form come in one direction by our founder. As we grow into various markets
and locations, each location and markets will have a primary site manager to maintain good
rapport with the local drug stores and monitor supplies and demands. This is considered an
ideal personnel number for a small busines. Each employee will work for 38-40 hours per
week.

In the long run, as we expand our product category and retail outlets, we will employ more
people in the middle management to ensure the focus of our work, including site managers.

5.0 FINANCIAL PLAN

The company is now privately held by Nurul Hiqmah binti Nordin. Future shares will be
offered after two consecutive years of operation.

5.1 Financial strategy

Currently the company is owned by the founder, who will contribute RM100,000.00. This
contribution will cover more than the start-up requirement and provide the business with a
cash cushion to use for expansion over the first two years.

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Table: Start-up Funding
Start-up Funding
Start-up Expenses to Fund RM 20,000.00
Start-up Asset to Fund RM 10,000.00
Total Funding Required RM 30,000.00

Capital
Nurul Hiqmah RM 100,000.00
Additional Investment Requirement RM 0
Total Planned Investment RM 100,000.00

Loss at Start-up (Start-up Expenses) RM 20,000.00

Total Capital RM 80,000.00

Total Funding RM 100,000

5.2 Financial projection

JOO.JOOB will run at a loss for the first two years, using up some of the money reserves
initially capitalised by the founder. As sales intensified, we will grow into new settings to
assertively increase brand recognition.

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 REFERENCES

Bernardes, J. P., Ferreira, F., Marques, A. D., & Nogueira, M. (2018). Millennials: is ‘green’ your
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https://doi.org/10.1088/1757-899X/459/1/012090
Deen, A., Visvanathan, R., Wickramarachchi, D., Marikkar, N., Nammi, S., Jayawardana, B. C., &
Liyanage, R. (2021). Chemical composition and health benefits of coconut oil: an overview.
Journal of the Science of Food and Agriculture, 101(6), 2182–2193.
https://doi.org/10.1002/jsfa.10870
Donelli, D., Antonelli, M., Bellinazzi, C., Gensini, G. F., & Firenzuoli, F. (2019). Effects of
lavender on anxiety: A systematic review and meta-analysis. Phytomedicine, 65, 153099.
https://doi.org/10.1016/j.phymed.2019.153099
Hutchinson, A. (2022, January 10). eCommerce Statistics and Trends for 2022 [Infographic].
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Irshad, Z., Hanif, M. A., Ayub, M. A., Hanif, A., & Afridi, H. I. (2020). Jujube. In Medicinal
Plants of South Asia (pp. 451–463). Elsevier. https://doi.org/10.1016/B978-0-08-102659-
5.00034-3
Karan, N. B. (2019). Influence of lavender oil inhalation on vital signs and anxiety: A randomized
clinical trial. Physiology & Behavior, 211, 112676.
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Mateo Dieste, J. L. (2021). Ruqya and the Olive Branch: A Bricoleur Healer Between Catalonia
and Morocco. In Islam, Migration and Jinn (pp. 99–120). Springer International Publishing.
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Nayak, P., Kumar, T., Gupta, A., & Joshi, N. (2020). Peppermint a medicinal herb and treasure of
health: A review. Journal of Pharmacognosy and Phytochemistry.
newdirectionsaromatics. (2019). ALL ABOUT CANDELILLA WAX.

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(2019). Comparing the effect of intranasal lidocaine 4% with peppermint essential oil drop
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