FACULTY OF COMPUTER AND MATHEMATICAL SCIENCE

UITM PERAK BRANCH TAPAH CAMPUS

BUSINESS PLAN REPORT

Tote It Up

LIST OF GROUP MEMBERS WITH STUDENT ID:

NAME STUDENT ID
NUR AYUNIE BINTI NOORIZLAN 2020101079

NURHAMIZAH BINTI AMIRUL KHAIRI 2020745125

NISA NUR SYAHIRAH BINTI NOORISHKANDAR 2020950609

AQILAH BINTI ZULFAKAR 2020952153

MUHAMMAD LUQMAN HAKIM BIN SUHAIMI 2020199005

LECTURER’S NAME : MADAM KHIRIAH IBRAHIM

PROGRAMME : DIPLOMA IN MATHEMATICAL SCIENCES (CS143)

GROUP : A4CS1435A

SUBMISSION DATE : 14 JULY 2022

 TABLE OF CONTENT

EXECUTIVE SUMMARY 1

1.0 BUSINESS AND OWNER DESCRIPTION 2

1.1 Introduction to the business 2

1.2 Purpose of Business Plan 4

1.3 Business Background 5

1.4 Partners Background 6

1.5 Business Location 11

2.0 ADMINISTRATION PLAN 14

2.1 Vision, Mission and Objective 14

2.1.1 Vision 14

2.1.2 Mission 14

2.1.3 Objective 14

2.1.4 Logo & Description 15

2.2 Organizational Chart 16

2.3 List of Administrative Personnel & Remunerations 17

2.3.1 List of Administrative Personnel 17

2.4 Schedule of Task and Responsibilities 18

2.5 Schedule of Remuneration 20

2.6 Administrative Budget 21

2.7 List of Office Equipment 22

2.8 List of Office Supplies 23

2.9 List of Utilities 23

2.10 Administrative Budget 24

3.0 MARKETING PLAN 25

3.1 Marketing Objectives 25

 3.2 Market Segmentation 26

3.3 Target Market 28

3.4 Analysis of Market Size and Trend 29

3.5 Competitors 30

3.6 Market Share 32

3.7 Sales Forecast 33

3.8 Marketing Strategy 34

3.8.1 Product Strategy 34

3.8.2 Price Strategy 34

3.8.3 Distribution Strategy 35

3.8.4 Promotion Strategy 35

3.9 Marketing Personnel 37

3.10 Schedule of task and responsibilities 37

3.11 Schedule of Remuneration 38

3.12 Marketing Budget 38

4.0 OPERATION PLAN 39

4.1 Objectives 39

4.2 Operational Process 39

4.3 Operation Layout 40

4.4 Production Planning 40

4.5 Material Planning 42

4.6 Machine and Equipment Planning 44

4.7 Business Operation Hours 46

4.8 License, Permit and Regulation 46

4.9 Operation Overhead 47

 4.10 Operation Budget 47

4.11 Implementation Schedule 48

5.0 FINANCIAL PLAN 49

5.1 Financial Input 49

5.2 Project Implementation Cost & Sources of Finance 50

5.3 Cash Flow 51

5.4 Income Statement 52

5.5 Balance Sheet 53

6.0 BUSINESS MODEL CANVAS (BMC) 54

7.0 CONCLUSION 55

8.0 APPENDICES 56

8.1 Business Flyers 56

8.2 Layout of the business 56

8.3 Partnership Agreement 57

EXECUTIVE SUMMARY

Starting in early 2022, we decided to establish a business called Tote It Up which was
inspired by our love for minimalist items. Our business is owned by five partners in total. Each
of the partners has been given a specific job and task based on their experience, knowledge and
skills such as General Manager, Administrative Manager, Marketing Manager, Operational
Manager and Financial Manager. Each department has a specific role to play in helping the
company grow and fulfill its mission.

We chose to sell tote bags so that many people can still look stylish and fashionable to
match with their everyday outfit. We are certain that other people will find our tote bag useful,
especially students and workers. We offer high quality tote bags that are made of canvas at an
inexpensive price.

This business plan report will explain more about our tote bag business. This report
consists of six major compartments. The first segment of this report is a section where the
business background and the owner’s background will be further explained. The location of our
business will also be stated. Next section will be the administration plan where information
regarding management of the organization and equipment used in the process of running the
business administratively will be further explained with the calculation. The third segment is
about a marketing plan where it will show how we run our business and how we make it
successful while gaining profits at the same time.

Furthermore, the fourth segment is about the operation plan for our company which is
Tote It Up. In this section, there will be information regarding the operation of our business such
as business layout, the equipment used and the materials used in order our business run
smoothly. In addition, the fifth segment is about the financial plan for our company which is
more explanation about the flow of finance for our company. Lastly, is our company business
model canvas that will summarize our business planning.

1
1.0 Introduction

1.1 Introduction To The Business

Tote It Up is a partnership business where we sell tote bags. It is a retail business

established in Kuala Lumpur. Our store is located in NU Sentral, Kuala Lumpur. The reason we
choose NU Sentral to sell bags is because our main targets are students and workers. Since KL
Sentral is one of the busiest places as it is an integrated station connecting to all types of public
transport that is commonly used by both students and workers, they will also go to NU Sentral.
Hence why we choose to sell our tote bags at NU Sentral.

Tote It Up was founded in 2022 and has been a pioneer in offering a high quality tote bag
ever since. Our tote bags are made up from sturdy fabrics such as canvas, denim, twill, drapery
fabric, upholstery fabric and outdoor fabric.That is by far the best fabric for a tote bag. Besides,
we want our tote bags to use a material that will replace plastics to save the environment. The
material also is made of durable and easily washable fabric. Tote bags can be categorized into
bags with parallel handles that emerge from the inside of the bag. Since there are numerous uses
for tote bags, it has become a popular alternative to plastic bags. We also offer many pretty
designs for our customers. Our bags have different kinds of designs that are suitable for every
age, especially workers and students.

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 The reason we choose tote bags is because it is easier to carry to anywhere but still looks
nice and pretty with it. Tote bags are useful not only as fashionable handbags but also as reusable
bags. Reusable bags are structured similarly to tote bags in their most basic form. Tote can be
used for almost anything that a bag can be used for. We have already explored the advantages of
using reusable shopping bags, but tote bags have a lot more uses than just going for a weekly
grocery run. Our bag can be used for a laptop bag, a work bag, a school bag, a travel bag, an
overnight bag, a picnic bag, a gym bag or also can be used for a simple fashion item. Our tote
bags offered a maximum capacity so that many things can be put in the bag plus there are also
compartments to organize it. The tote bag is the ideal bag for any occasion whether it is for
fashion or functional purposes. These tote bags are in high demand and it has grown extremely
popular especially to students and workers.

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1.2 PURPOSE OF BUSINESS PLAN

A business plan is a written document that identifies, defines and evaluates a business
opportunity or an already running company by looking at its technological, commercial and
financial viability. The plan outlines all the procedures and strategies needed to transform the
business idea into a functional enterprise. A business strategy is essential because it can
influence how a firm grows. It enables the business owner to analyze the suggested company
idea critically, practically and objectively. The business plan will also serve as a management
guide and demonstrate to the founder the possibilities of the enterprise. An existing business or a
potential new venture can be identified, described and analyzed using a business plan. Its
technological, commercial and financial viability can also be evaluated.

Furthemore, the main purpose of a business plan is that it helps our company in making
better decisions. Making decisions and handling crises is a constant practice in entrepreneurship.
Not everyone can sit down and carefully weigh all the implications of a particular choice, hence
a company plan can help with that. Making a business plan enables us to decide in advance on
some of the most important company decisions.

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 1.3 BUSINESS BACKGROUND

Name of The Business Tote It Up

Business Address 201, Jalan Tun Sambanthan, Brickfields, 50470 Kuala Lumpur,
Wilayah Persekutuan Kuala Lumpur

Website Address toteitup.com.my

E-mail Address toteitup19@gmail.com

Telephone Number 03-52011932

Fax Number -

Form of Business Partnership company

Main Activity Selling tote bag

Date of Commencement 2 May 2022

Date of Registration 1 April 2022

Registration Number 202005123456

Name of Bank Bank Islam Malaysia Berhad

Bank Account Number 05067021357447

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1.4 PARTNERS BACKGROUND

1.4.1 General Manager

Name Aqilah Binti Zulfakar

Identity Card Number 010802-05-0202

Permanent Address 381, Lorong Desa Melor, ⅖, Taman Desa Melor, 70450,
Senawang, Negeri Sembilan

Correspondence 381, Lorong Desa Melor, ⅖, Taman Desa Melor, 70450,

Address Senawang, Negeri Sembilan

Email Address aqilahzulfakar01@gmail.com

Telephone Number 017-6937499

Date of Birth 2 August 2001

Age 21 Years Old

Academic Qualification Diploma in Mathematical Science (CS143), UiTM Tapah

Skills - Excellent Communication Skill

- Leadership Skill
- Strong Work Ethic
- Computer Literate

Experience - 3 years of experience working at a cafe

Capital Contribution RM20,00

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1.4.2 Administration Executive

Name Nisa Nur Syahirah Binti Noorishkandar

Identity Card Number 010303-05-0232

Permanent Address No 47, Jalan Cempaka 3, Taman Cempaka, 70450, Seremban,

Negeri Sembilan

Correspondence No 47, Jalan Cempaka 3, Taman Cempaka, 70450, Seremban,

Address Negeri Sembilan

Email Address sasyahrh@gmail.com

Telephone Number 011-69228910

Date of Birth 3 March 2001

Age 21 Years Old

Academic Qualification Diploma in Mathematical Science (CS143), UiTM Tapah

Skills - Strong Teamwork Skill

- Ability To Multitask
- Strategic Planning
- Strong Customer Service Skills

Experience Assistant Administrative at Mcdonalds

Capital Contribution -

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1.4.3 Marketing Manager

Name Muhammad Luqman Hakim Bin Suhaimi

Identity Card Number 991113-14-5653

Permanent Address No.22, Jalan Garcinia 2/2, Kundang Estates, 48020 Rawang,
Selangor

Correspondence No.22, Jalan Garcinia 2/2, Kundang Estates, 48020 Rawang,

Address Selangor

Email Address luqmanhakim3425@gmail.com

Telephone Number 019-6375227

Date of Birth 13 November 1999

Age 23 Years Old

Academic Qualification Diploma in Mathematical Science (CS143), UiTM Tapah

Skills - Excellent Communication Skills

- Good Teamwork Skills
- Good Organization and Planning Skills
- Know The Technology
- An Ability To Understand Buyer Needs

Experience - Part Time Video Editor

- 1 year Sales Executive

Capital Contribution -

8
1.4.4 Operation Executive

Name Nur Ayunie Binti Noorizlan

Identity Card Number 01120108-0244

Permanent Address No. 230 Taman Keris, Batu 6 Lekir, 32000 Sitiawan, Perak

Correspondence No. 230 Taman Keris, Batu 6 Lekir, 32000 Sitiawan, Perak
Address

Email Address ayunienrizlan@gmail.com

Telephone Number 011-39516303

Date of Birth 1 December 2001

Age 21 Years Old

Academic Qualification Diploma in Mathematical Science (CS143), UiTM Tapah

Skills - Operations management skills

- Strong leadership skills
- Excellent organizational skills
- Great in decision making skills

Experience Assistant operation manager in Anggun Collection

Capital Contribution -

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1.4.5 Financial Executive

Name Nurhamizah Binti Amirul Khairi

Identity Card Number 010226-10-0194

Permanent Address Blok 1-304 KIP Seksyen 17, Jalan Kaloi Satu 17/17A, 40200
Shah Alam, Selangor Darul Ehsan

Correspondence Blok 1-304 KIP Seksyen 17, Jalan Kaloi Satu 17/17A, 40200
Address Shah Alam, Selangor Darul Ehsan

Email Address nurhamizah0226@gmail.com

Telephone Number 019-2985815

Date of Birth 26/2/2001

Age 21 Years Old

Academic Qualification Diploma in Mathematical Science (CS143), UiTM Tapah

Skills - Effective business acumen

- Excellent attention to detail
- Willing to work with others and respect their views
- Great knowledge of IT software

Experience Accountant in a small business for 3 years

Capital Contribution -

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1.5 BUSINESS LOCATION

Tote It Up store is located at NU Sentral. The full address of our store is at 201, Jalan Tun
Sambanthan, Brickfields, 50470 Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur. The reason
why we decided this location as our store is because it is considered as a strategic place to sell
our tote bags. Our main targets are students and workers. Since KL Sentral is one of the busiest
places as it is an integrated station connecting to all types of public transport that is commonly
used by both students and workers, they will also go to NU Sentral. Hence why we choose to sell
our tote bags at NU Sentral.

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1.5.1 Factors Influencing Choice of Business Location

Choosing the right location for our business is really important because it will affect our
earning potential, operating expenses, market impact and many more. Likewise, our location can
also restrict how we do our business and even jeopardize our business altogether if it prevents us
from generating enough revenue. So any marketing that we do will reach the view of people in
NU Sentral. In addition, we consider our location in term of :

a. Access to several public transportation

NU Sentral is a strategic place for doing business because it is so central. They
can access several public transportation there since there is KL Sentral beside it.
KTM Komuter, the Rapid KL LRT system, KLIA Express, the KTM Intercity and
the KLIA transit can be accessed from KL Sentral which is nearby NU Sentral.
Hence there will be many people there and many new people can come to our
store.

b. Wider variety of potential customers

NU Sentral is considered as a shopping mall, hence having it located in a
shopping center makes it more exposed to a wide variety of people. This is
because shopping centers are frequented by people for everything from groceries
to furniture. This implies that we can draw in a wide demographic. The more
people who see our business, the more likely we can grow our customer base.
Cross sections of many different marketing demographics pass by our retail
location everyday and it will give the chance for us to offer our tote bags that can
improve our profit margin. Besides there are also a lot of workers there since there
are many offices there.

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c. Favorable foot traffic
People visit shopping centers almost everyday for their daily requirements
because there are a variety of stores there. Shopping malls usually receive a lot of
foot traffic which can be advantageous for our tote bag business. The more
exposure for our stores increases, the likelihood that we will attract more clients
and make more sales.

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2.0 ADMINISTRATION PLAN

2.1.1 Vision

Tote It Up aspires to design bags that will last a lifetime. A company that promotes sustainability
via the durability of its goods and stands out for its fun and versatile design with quality at an
affordable price.

2.1.2 Mission

Our Vision is to be a worldwide leading firm that assures sustainable production via hard effort,
provides quality to its clients, and affords them sector advantages.

2.1.3 Objective

● To delight customers with high quality bags and services.

● To make Tote It Up a happy and rewarding place to work in.
● To earn a good financial return for its owners.

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2.1.4 Logo & Description

The reason why we used the color is because of aesthetics. People's thoughts and feelings are
being influenced by aesthetic design. It has an impact on how much pleasure we get from the
product. Aesthetic design influences our long-term perceptions of products and even people.
Aesthetic design is important not only for making a good first impression, but also for
maintaining and strengthening the bond with the user.

Rainbows represent much more than just a variety of colors combined to form a whole. They
represent hope, promise, peace, equality, good fortune, new beginnings, and eternal life

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2.2 Organizational Structure

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2.3 Administrative Manpower Planning

2.3.1 List of Administrative Personnel

Table 1 : List of Administrative Personnel

Position Number of Personnel

General Manager 1

Administration Executive 1

Marketing Manager 1

Operational Executive 1

Financial Executive 1

Total 5

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2.4 Schedule of Task and Responsibilities

Table 2 : Schedule of Task and Responsibilities

Position Task and Responsibilities

General Manager ● To plan, administer, and control the

overall management of the firm.
● Responsible for all corporate
activities and efficient management.
● Establishing positive relationships
with subordinates and ensuring that
each subordinate completes their
tasks effectively.
● Develop strategy and define growth
targets.
● To plan company policy and create
results to achieve the organization’s
goals.

● Setting and managing the daily

Administrative Executive
schedules and calendars of company
executives
● Manage schedules and deadlines
● Monitor inventory of office supplies
and the purchasing of new material
with attention to budgetary
constraints.
● Negotiating with vendors

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Marketing Manager ● Creating promotional information to
drive business .
● Coordinating multiple channels of
marketing strategies.
● Managing budgets for marketing
campaigns.
● Building relationships with media
outlets.

Operations Executive ● Ensure all operations are carried on

in an appropriate, cost-effective way
● Communicating with upper
management to develop strategic
operations goals.
● Purchase materials, plan inventory
and oversee warehouse efficiency.
● Find ways to increase the quality of
customer service.

Financial Executive ● Preparing business activity reports,

financial statements, and forecasts.
● Developing financial reporting
systems.
● Finding ways to reduce or maintain
costs by studying financial reports
and business processes.
● Analyzing market trends to discover
business opportunities and maximize
profits.

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2.5 Schedule of Remunerations

Table 3 : Schedule of Remunerations

Position No Monthly EPF (RM) SOCSO Total (RM)

Salary (RM)
(RM)

General 1 2,500.00 325.00 42.85 2867.85

Manager

Administration 1 1,800.00 234.00 30.65 2,064.65

Executive

Marketing 1 2,500.00 325.00 42.85 2,867.85

Manager

Operations 1 1,800.00 234.00 30.65 2,064.65

Executive

Financial 1 1,800.00 234.00 30.65 2,064.65

Executive

Total 5 10,900 1417.00 186.45 11,929.65

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2.6 Compensation and benefits

Table 4 : Compensation and Benefits

Bil. Compensation and Benefits Details

1. Salary, EPF & SOCSO Minimum salary: RM1,500 per month

EPF: 9%
SOCSO: 0.5%

2. Working hours Working days: 26 days per month

Working hours: 8 hours per day
Operation hours: 8 hours
Business hour: 8 am - 5 pm

3. Maternity leave & Paternity leave Maternity leave: 60 days during working
period
Paternity leave: 1-3 days during working
period

4. Annual leave Less than 2 years: 8 days per year

2-5 years: 12 days per year
More than years: 16 days per year

5. Sick leave Less than 2 years: 14 days per year

2-5 years: 18 days per year
More than 5 years: 22 days per year

6. Bonus Eid celebration

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2.6 List of Office Furniture & Equipment

Table 5 : List of Office Furniture & Equipment

Item Quantity Price / Unit (RM) Total Amount (RM)

Worker Desk 5 sets 130.00 / set 650.00

Office chair 8 sets 60.00 / set 60.00

File cabinet 5 units 79.00 / unit 395.00

Air-conditioner 3 units 1100.00 / unit 3300.00

Fire Extinguisher 1 unit 70.00 / unit 70.00

First Aid Kit 1 set 60.00 / unit 60.00

Total 4,535.00

2.7 List of Office Equipment

Table 6 : List of Office Equipment

Item Quantity Price / Unit (RM) Total Amount (RM)

Computer 4 sets 800.00 / set 32,00.00

Fax machine 1 unit 400.00 / unit 400.00

Printer 1 unit 466.00 / unit 466.00

Office phone 1 unit 32.00 / unit 32.00

Total 4,098.00

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2.8 List of Office Supplies

Table 7 : List of Office Suppies

Item Quantity Price / Unit (RM) Total Amount (RM)

A4 6 rims 9.00 / rim 54.00

File 4 units 3.90 / unit 15.60

Pen 20 units 1.20 / unit 24.00

Receipt book 3 units 2.16 / unit 6.48

Printing ink 3 sets 280.00 / sets 840.00

Stapler 3 units 2.45 / unit 7.35

Puncher 2 units 3.39 / unit 6.78

Stamp pad 2 units 6.90 / unit 13.80

Scissor 2 units 1.20 / unit 2.40

Ruler 4 units 0.50 / unit 2.00

Total 972.41

2.9 List of Utilities

Table 8 : List of Utilities

Item Price / Unit (RM) Total Amount (RM)

Electricity 1000.00 1000.00

Water 500.00 500.00

Total 1,500.00

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2.10 Administrative Budget

ADMINISTRATIVE BUDGET

Particulars Fixed Assets Monthly Other Expenses Total (RM)

Expenses Expenses (RM) (RM)
(RM)

Fixed Assets

Office Furniture 4,535.00 4,535.00

and fittings

Office 4,098.00 4,098.00

Equipment

Working Capital

Remuneration
11,929.65 11,929.65

Utilities 1,500.00 1,500.00

Rental 9,500.00 9,500.00

Stationeries 972.41 972.41

Other Expenditure

Business
Registration & 70.00 70.00
Licenses

Deposit utilities 2,100.00 2,100.00

Deposit rental 9,500.00 9,500.00

Pre-Operations

Banner (Deposit) 50.00 50.00

Total 8,633.00 23,902.06 11,720 44,255.06

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3.0 MARKETING PLAN

3.1 INTRODUCTION TO MARKETING

A marketing plan is an operational document that outlines an advertising strategy that an
organization will implement to generate leads and reach its target market. A marketing plan
details the outreach and PR campaigns to be undertaken over a period, including how the
company will measure the effect of these initiatives.

3.1.1 Marketing Objective

Our company sets marketing objectives for promoting our products and services
to potential customers that must be met within a certain time frame. To put it in another
way, marketing objectives are the marketing strategies that are used to meet the
organization’s overall objectives.

Marketing objectives are based on the characteristics of S.M.A.R.T objectives

Specific Set ral numbers with deadlines. Well

defined, clear and unambiguous.

Memorable Make sure goals are trackable

Attainable Work towards a goal that is challenging,

but possible

Realistic Within reach, realistic and relevant to your

life purpose

Time - bound With a clearly defined timeline, including

a starting date and a target date

“Tote It Up” marketing objectives:

1. To act as a simple, useful carryall especially when doing shopping or doing
errands is frantic.
2. To maximize a customer's lifetime value.

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 3. To save the environment by lowering plastic pollution and increasing awareness
of "no plastic".

3.2 INTRODUCTION TO PRODUCT

❖ The proposed product : All purpose carry bag

❖ Brand : Tote It Up
❖ Selling Price : From RM 20 to RM 35
❖ Product features : Different types of handle and number of pocket
❖ Product benefits : Easy to use and wash
❖ Product uniqueness : Limited design which is only in our store
❖ List of product : Various tote bags for different types of users.

3.2.1 Market Area and Business Location

➢ We are located at NU Sentral Mall that is attached with KL Sentral, Kuala

Lumpur. It is a strategic place where it accommodates more than 180,000 people
on a daily basis.
➢ It also makes this location one of the busiest places as it is an integrated station
connecting to all types of public transport that is commonly used by both students
and workers.

3.2.2 Collection Data of Customer

➢ NU Sentral Mall has a captive market of over 800,000 households and a total
population of over 3.6 Million .
➢ Besides that, our customer consist of 3 types which is :
○ Teenagers
■ Teenagers would likely spend more to follow the trend. Nowadays,
using tote bags is more likely a trend. We often see teenagers bring
them almost everywhere. Either to a shopping mall or even

26
 sightseeing. Moreover, a handphone is one of the essential things
and to make it more durable, a powerbank is also needed. This is
where tote bags come in handy.
○ Students
■ Having too many things to carry but not wanting to carry a
backpack is one of the problems faced by the student. Tote bag is
the best solution for them. Despite being a carryall for students, it
also could match to almost every outfit they wear to class and help
them to be more stylish.
○ Adult
■ Carrying a backpack or handbag for an adult woman or man could
be such a hassle as most of them consist of zippers. It tooks time to
open the bag to find things and if they were in the crucial
condition, a broken zipper could cost them a problem. Tote bags
would help them save time as they were built with no zippers.

3.2.3 Market Segmentation

➢ For our market segmentation, we divided into 3 segment which is :

○ Geographic segmentation
■ We focused on where our physical store was located, which is in
the mall that is at the center of Kuala Lumpur. The mall is NU
Sentral which is attached to the KL Sentral, the busiest station
where it integrates all the public transport.
○ Demographic segmentation
■ We focused on the generation of the customer. There are 2
generations that we focused on which is Gen Y (Millennials) and
Gen Z (Centennials). Both generations provide impact for our
business market.

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 ○ Psychographic segmentation
■ We focused on the festival or events in Malaysia. There are lots of
festivals in Malaysia and we could take part in most of them as we
produce special edition designs of tote bags for our customers.

3.3 TARGET MARKET

Target market is the specific group of customers that the company aims to capture. Then,
it has been identified as people with need or wants that can be me with the products or services
from this company. To ensure that our marketing efforts fulfill customer’s needs, wants and
demands as well as bring profit, we TOTE IT UP have identified and focused on a selected
group of customers.
Overall our main target is based on demographic segmentation which consists of
teenagers, students and adults. This segmentation would provide higher sales potential and profit
for our business as they will be flooded in NU Sentral mall as they use the public transport.
Students from all across the country who used public transport such as KTM, ETS and
flight that lived around Kuala Lumpur would have to transit to KL Sentral station. They would
have gone to NU Sentral mall to find food or window shopping while waiting for their next train
or even waiting for their family to pick them up and they might come across to our store as they
do that and purchase our product.
As for adults, they would use public transport to go to work to avoid traffic jams in Kuala
Lumpur. They would also transit at KL Sentral station and go to NU Sentral mall to buy
groceries or any types of food to fill in as they were traveling back from work. They also would
be one of our greatest sales potential and profit as they purchase our product.
In addition, there are more than 10 offices near the NU Sentral. To survive as a retailer in
this area, we think we can fully handle it. However, to ensure survival, “Tote It Up” will keep
growing and strive for success. We will continuously attract new customers through aggressive
promotion and convert them to become our repeat paying customer.

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3.4 MARKET SIZE

KL Sentral accommodates around 190,000 people on a daily basis.

Estimated essential bags users
= 190,000 x 40%
= 76,000

Table 9: Market Size

Market Segment Population Target Market (%) Target Market

Teenagers 47,000 15 7,050

Students 63,000 20 12,600

Adult 80,000 5 4,000

TOTAL 190,000 40 76,000

Market Segment Target Potential Total Potential Purchase

Market Purchase (monthly)
RM RM

Teenagers 7,050 67.11/month 7,050 x 67.11 =

473,133.89

Students 12,600 37.55/month 12,600 x 37.55 =

473,133.89

Adult 4,000 118.28/month 4,000 x 118.28 =

473,133.89

TOTAL 1,419,401.67

Market size per year = RM 17,032,820.00 (RM 1,419,401.67 x 12)

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3.5 COMPETITORS

Other businesses that provide similar products, substitute or alternative products or

services to the same target market is the definition of competitors. We had analyzed the strengths
and weaknesses and quality of the product. This analysis had been made in order to compete
together with them.
Nowadays, people have changed their trend of finding products from window shopping
through physical shops to online platforms such as social media and websites. Based on our
research, we have found three strong competitors around our business company. The table shows
the name, strength and weaknesses of our competitors.

3.5.1 Analysis of Competitor

Table 10 : Competitor Strengths and Weaknesses

Competitor Strengths Weaknesses

Competitor 1 : Strong presence in Despite being a popular brand

UNIQLO international market it has a limited brand recall

Competitor 2: H&M NextGen supply chain The issue with H&M’s fast
H&M is highly efficient. fashion model is the reliance
on fashion trends set by major
designer brands.

Competitor 3: Keeping up with fashion No customer relationship

MONKI trends management put in place

30
3.5.2 Analysis of “Tote It UP” Opportunities and Threats

Table 11: Business Opportunities and Threats

Opportunities Threats

Area Growth : NU Sentral market is growing Competition : Few competitors sell similar
by 7.6% annually. types of product, and have loyal customers as
well as a relationship with businesses that
regularly buy from them.

Adult and Student : This is a growing
population both in numbers and in their
choice of lifestyle. Tote bags would become
one of the essential things for both adults and
students.
Being unprepared for opening numbers :
Poor first impression of customer or product
quality could discourage customers from
returning.

31
3.6 MARKET SHARE
3.6.1 Market Share before entry of “Tote It Up”

Table 12: Market Share before entrance

Competitors Market Share (%) Market Share/yearly (RM)

UNIQLO 15 2,554,923

H&M 10 1,703,282

Cotton:On 50 8,516,410

MONKI 25 4,258,205

TOTAL 100 17,032,820.00

(same as total Market Size)

3.6.2 Market Share after entry of “Tote It Up”

Table 13: Market Share after entrance

Competitors Market Loss of Market Market Share/yearly (RM)

Share Market Share
Share (%) (%)

UNIQLO 15 1 14 2,384,594.80

H&M 10 1 9 1,532953.80

Cotton:On 50 2 48 8,175,753.36

MONKI 25 1 24 4,087,876.80

Tote It Up - - 5 851,641.00

TOTAL 100 5 100 17,032,820.00

(same as total Market Size)

32
3.7 SALES FORECAST
Table 14: Sales Forecast for three consecutive years

SALES PROJECTION / FORECAST

Year Month Sales Collection Events

Month 1 74,378 Grand Opening

Month 2 73,689 Father’s Day

Month 3 68,905 -

Month 4 69,905 National Day

Month 5 67,540 Malaysia Day

Month 6 67,540 Halloween Day

Teacher’s Day

Month 7 68,987 -

Month 8 67,314 Christmas Day

Month 9 71,380 New Year

Month 10 68,528 -

Month 11 75,643 Women’s Day

Month 12 78,690 -

20xx Total Year 1 851,641

20xx Total Year 2 (increase by 2%) 868,674

20xx Total Year 3 (increase by 3%) 894,734

CASH COLLECTION FOR SALES

In the month of sale 90%

1 month after sale 10%

2 months after sale -

Total 100%

33
3.8 MARKETING STRATEGY

Marketing strategy is very important in order to attract customers, consisting of

performance of the business activities that direct the flow of product to the customers. The
objective of a marketing strategy is to allow the company to carry out its mission effectively and
also efficiently.

3.8.1 Product Strategy

❖ Our product differs from competitors because we offer a tote bag with many
purposes and limited design that can only be found in our company. Each of the
designs were only produced in a certain amount and we will not reproduce it
again unless higher demand from the customers. Also, we produce the best and
highest quality tote bags for our customers.
3.8.2 Price Strategy
❖ Pricing strategy is a methodology used to determine the best price for a company's
product or service. The pricing method we decided to use is based on
competitions. This is because most customers will definitely judge the product or
service that they are looking for based on the price and quality. Therefore, since
this is the beginning of our company business, our aim is to satisfy and meet the
needs of customers. It is very important for us to set the suitable and affordable
price without affecting our product quality. We also provide the best fresh idea of
tote bags design for our customers. The following table shows the comparison
prices among “Tote It Up” and other competitors.

COMPETITORS PRICE

UNIQLO RM 25 - RM 40

H&M RM 30 - RM 50

MONKI RM 20 - RM 40

Tote It Up (our company) RM 20 - RM 35

34
3.8.3 Distribution Strategy
❖ Our location is strategic since it is located in the mall. People would notice our
shop lot. There are also many parking lots that have been provided by the mall. So
it would be convenient for customers and also e-intermediaries which we will use
online platforms to conduct our business to reach bigger audiences as well as
getting higher sales potential. Our customers also can view the product and order
the tote bags that they want via online as we would provide them links to our
website through our social media account. So they would survey all our products
on the website as we provide the catalog for all ranges of our tote bags design.

3.8.4 Promotion Strategy

❖ Channel Advertisement
➢ Since everyone is spending more time on social media, Tote It Up decided
to use Facebook, Instagram and TikTok platform to advertise our product
through paid advertisements. The advertisement will be through paid
advertisements. The advertisement will run four times a week. We will
also live on these social media to promote our brand name and gain
additional customers. In the meantime, we will review all our products
from Tote It Up and satisfy them by showing them the close-up quality
tote bag. Besides that, we will update our out of stock products so
customers will not be discouraged. We will also post our promotion or
event sale on these platforms.
❖ Website
➢ Through our websites, we will provide both new and existing clients with
more detailed information about our product. Our website's material is
identical to what we post on social media. As a statement of confidence in
our company, She Tote will share reviews and information about
purchased goods on social media and our website. We'll also include
design options to draw in customers. Our website offers online buying.
Customers will find it simpler because purchasing simply takes five

35
 minutes. All customers have to do is choose the item and quantity they
like, provide their name and address, and make their payment using
internet banking.
➢ Teenagers, students, and working adults make up our target demographics.
As a result, we selected these sites to balance the client age range:
Facebook is for people 35 and older, while Tiktok and Instagram are for
people 18 and older.
❖ Sales Promotion
➢ Free-delivery
■ In the city of Kuala Lumpur, there is no charge for delivery. Only
suburban areas, other districts, and other states will be charged
according to postage rate. We also provide a free delivery service
for purchases up to RM 60 above.
➢ Loyalty Card
■ Customers are encouraged to return to Tote It Up multiple times in
order to enjoy the discount. The customer receives a special price
or discount after a specified number of holes, as determined by us.
➢ Sales Personal
■ Members of Tote It Up will get a special discount and free
shipping on each purchase. Tote It Up uses customer loyalty cards
to encourage consumers to return to our shop for repeat purchases.
➢ Promotion Personal
■ Tote It Up aims at promoting our business and sales through
advertising on social media platforms such as Facebook,
Instagram, TikTok, and our official website. We are certain that by
utilizing these channels, we will be able to attract more customers.

36
3.9 MARKETING PERSONNEL

Table 15 : Position and Number of Personnel

Position Number of Personnel

Marketing Executive 1

Sales Coordinator 1

Total 2

3.10 SCHEDULE OF TASK AND RESPONSIBILITIES

Table 16: Schedule of Tasks and Responsibilities

Position Task and Responsibilities

Marketing Executive Contribute to marketing campaigns that

promote products and services

Sales Coordinator Oversees the performance and efficiency

levels of sales representatives.

37
.
3.11 SCHEDULE OF REMUNERATION

Table 17: Schedule of Remuneration

Position No. Monthly Salary EPF SOCSO Total (RM)

(RM) Contribution Contribution
(RM) (RM)

Marketing Executive 1 1,800.00 234.00 30.65 2,064.65

Sales Coordinator 1 1,500.00 195.00 25.35 1,720.35

TOTAL 2 3,300.00 429.00 56.00 3,785.00

3.12 MARKETING BUDGET

MARKETING BUDGET

Particulars Fixed Monthly Other Total (RM)

Assets Expenses Expenses
Expenses (RM) (RM)
(RM)

Fixed Assets

Signboard 700.00 - - 700.00

Working Capital

Remuneration - 3,785.00 - 3,785.00

Traveling Expenses - 300.00 - 300.00

Other Expenditure

Social Media Ads - 300.00 - 300.00

Influencer - 400.00 - 400.00

Banner - - 350.00 350.00

Grand opening - - 2,500.00 2,500.00

TOTAL 700.00 4,785.00 2,850.00 8,335.00

38
4.0 OPERATION PLAN

The operational plan is needed in order to make sure this company can manufacture the
products that had been planned according to the marketing plan. It also describes the regular
duties needed to run a business. An effective operating plan ensures that every management
and worker is aware of their individual responsibilities and how to execute them within a given
time frame. In the operation plan, we can see what tasks that the employees are responsible for,
how many products that need to be generated, how much costs needed for raw materials,
equipment and machines, and others.

4.1 OBJECTIVES
The objectives of this company’s operation plan are as follows:
● To achieve the production’s manufacturing goals
● To optimize our product’s price and operation costs
● To ensure the quality of our product

4.2 OPERATIONAL PROCESS

4.2.1 Flowchart

39
4.3 OPERATIONS LAYOUT

Operation layout based on process

4.4 PRODUCTION PLANNING

Production planning is necessary to ensure that the company can generate enough output in
order to meet anticipated market demand or sales. In production planning the company will
identify how much output to produce in a certain period of time, what are the tasks and
responsibilities for each worker, and others.

4.4.1 Calculation for output per day

Average sales / month : RM851,641

Price / unit : RM30 - RM50

Number of output / month : RM851,641 / RM30 | RM851,641 / RM50

= 28,388 units | 17,033 units

= 45,420 units / month

Working days : 30 days

40
Number of output / day : 45,420 units / 30 days

= 1,514 units / day

4.4.2 Position and number of personnel

Position No. of personnel

Tailor 3

Designers 3

Helper 3

Technician 1

Deliverer 1

4.4.3 Schedule of Task and Responsibilities

Position Task and Responsibilities

Tailor Sewing and side sewing the fabrics

Painter Design the fabrics which are either printing, embroidery or printing

Measure fabrics, cut fabrics, package and organize the finished

Helper
products

Technician Repair, install, replace, and service different systems and equipment

Deliverer Deliver the finished products to the store

41
4.4.4 Schedule of Remuneration

Position No. of Monthly salary EPF SOSCO Total

personnel (RM) (RM) (RM) (RM)

Tailor 3 1,700 153 8.25 5,583.75

Designers 3 1,700 153 8.25 5,583.75

Helper 3 1,200 108 5.75 1,313.75

Technician 1 1,700 153 8.25 1,861.25

Deliverer 1 1,700 153 8.25 1,861.25

Total Cost (RM) 16,203.75

4.5 MATERIAL PLANNING (monthly)

Product Raw Material Total Material Price (RM) Price (RM)

No Requirement

1021 Fabric 400 meter 20 / meter 6,600

1022 Fabric thread 110 unit (500 m / unit) 3 / unit 330

1023 Embroidery thread 30 units (15 m / unit) 2.50 / unit 750

1024 Zipper 200 bundles (250 units / 9 / bundle 1,800

bundle)

42
 1025 Printing inks set 9 set (4 bottle of 800 ml / 230 / set 2,070
set)

1026 Transfer paper 180 units 0.25 / unit 45

1027 Masking tape 8 units (50 m / unit) 3 / unit 24

1028 Painting inks set 20 sets (12 colors of 150 40 / set 800
ml bottles / set)

1029 Packaging 200 packages (200 units / 3 / package 600

package)

Total Price (RM) 12,269

43
4.6 MACHINE AND EQUIPMENT PLANNING

No. Item Quantity Required Price (RM) Total Price

(RM)

1 Measurement ruler 3 units 4 / unit 12

2 Fabric cutting machine 1 units 355 / unit 355

3 Needle 3 boxes 3/box 9

4 Sewing machine 1 units 1,420 / unit 1,420

5 Side sewing machine 2 units 1,380 / unit 2,760

6 Cloth printing machine 1 units 820 / unit 820

7 Embroidery machine 1 units 2,500 / unit 2,500

8 Cloth painting tools set 4 set 45 / set 180

9 Customize table 5 units 60 / unit 300

10 Customize chair 10 units 25 / unit 250

Total Price (RM) 8,606

44
4.6.1 List Of Suppliers

LIST OF
FUNCTION OF MACHINE AND
MACHINES AND SUPPLIERS ADDRESS
EQUIPMENT
EQUIPMENTS

Measurement To measure the product before

ruler cutting.

Fabric cutting To cut the fabric according to

282-1-1 Wisma
machine the measurements.
Mutiara Genting,

Needle Additional equipment. Jalan Ayer Jerneh,

Needle & Thread Off, Jalan Genting
To sew the fabric that has been Entreprise Kelang, 53000 Kuala
Sewing machine
cut. Lumpur, Wilayah
Persekutuan Kuala
Side sewing
To side sew the fabric. Lumpur
machine

Embroidery To embroidery on top of the

machine fabric as designs.

2, Jalan Meru Bestari

Cloth printing To print designs on top of the DIY Printing
B2, 30020 Ipoh,
machine fabric. Supply
Perak

DE, 1, Jalan 2/2,

Cloth painting To paint designs on top of the Multifilla (M) Sdn. Taman Industri
tools fabric. Bhd Selesa Jaya, 43300
Balakong, Selangor

To measure the fabrics and do Lot 5317, Kajang

Customize table
other things that are related. M&N Furniture Industrial Jaya,
Trading Sdn. Bhd 43500 Semenyih,
Customize chair To sit.
Selangor

45
4.7 BUSINESS AND OPERATION HOUR

4.7.1 Business Hour

DAY TIME

Monday - Sunday 10 a.m. - 10 p.m.

4.7.2 Operation Hour

DAY TIME

Monday - Saturday 9 a.m. - 11 p.m.

Sunday 9 a.m. - 5 p.m.

4.8 LICENSE, PERMIT AND REGULATIONS

The license that is most required to be registered is SSM. For SSM registration, this business
has been registered under partnership business. There are a few steps to be done in which all
partners must complete and sign the registration form and attach some required documents,
and lastly pay for the fees. The other licenses that are required for starting a business are :

1. Business premises and signboard license under City Council

2. Registration for company and employee’s income tax
3. Social security organization (PERKESO)
4. Employees provident fund (EPF)
5. Human resources development fund (HRDR)

46
4.9 OPERATIONS OVERHEAD

No. Overheads Cost (RM)

1 Utilities 2,200

2 Transportation 300

3 Cleaning and maintenance 500

4 Indirect materials 300

TOTAL 3,300

4.10 OPERATION BUDGET

FIXED ASSETS
MONTHLY OTHER EXPENSES
ITEM EXPENSENSES
EXPENSES (RM) (RM)
(RM)

Machines and
8,606 x x
equipments

Vehicles 32,000 x x

Remuneration x 16,203.75 x

Raw materials and

x 12,269 x
packaging

Other expenditures:
Insurance x 250
Road tax x 150

TOTAL 40,606 28,472.75 400

47
4.11 IMPLEMENTATION SCHEDULE

ACTIVITIES DEADLINES DURATION

Incorporation of business October 2018 1 month

Application for permits and license October 2018 - November 2018 2 months

Searching of premise November 2018 1 month

Renovation of premise November 2018 - February 2019 4 months

Procurement of machine and raw December 2018 - January 2019 2 months

materials

Recruitment of labors February 2019 1 month

Installation of machine January 2019 - February 2019 2 months

48
5.0 FINANCIAL PLAN

There are five pieces of data in the financial plan. All of the data is information from the
administration plan, marketing plan, and operation plan. The financial data including financial
input, project implementation cost, cash flow, income statement, and balance sheet.

5.1 FINANCIAL INPUT

49
5.2 PROJECT IMPLEMENTATION COST & SOURCES OF FINANCE

50
5.3 CASH FLOW

51
5.4 INCOME STATEMENT

52
5.5 BALANCE SHEET

53
 6.0 BUSINESS MODEL CANVAS (BMC)

KEY PARTNERS KEY VALUE CUSTOMER CUSTOMER

RESOURCES PREPOSITIONS RELATIONSHIPS SEGMENTS
→ Buyer -
Supplier
→ Sewing → Quality of → Customer satisfaction → Teenagers ( boy
Relationship
machine service → Discount event and girl)
→Raw material
→ Cloth printing → Cost efficiency → College students
supplier
machine → Eco friendly
→Social media
→ “Tote It Up” → Trendy design
and other
social media
networking

KEY CHANNELS
ACTIVITIES
→ Advertisement
→ Design tote → Website
bag → Social media network
→ Selling tote → Direct contact with
bag customers
→ Marketing

COST STRUCTURE REVENUE STREAMS

→ Utilities cost → Sales of tote bag

→ Salaries and allowances for employee → Advertising of this product
→ Rent for acquiring the space
→ Maintenance activities

54
7.0 CONCLUSION

There are a total of five partners in this business which is Tote It Up. This partnership
company was established with the intention of sharing earnings from selling minimalist tote
bags. The store is located in NU Sentral which is seen as a strategic place because of the wider
variety of potential customers. The management of Tote It Up which consists of a general
manager, administrative manager, marketing manager, operation manager and finance manager
are responsible for planning, controlling, organizing, coordinating and leading the resources.

A marketing plan is very important for starting and growing a business since it enables
our company to assess market acceptance and create strategies to sell our tote bags to potential
clients such as working people and students. In addition, it helps our business in identifying the
resources needed to implement the marketing plans as well as in evaluating the associated
financial requirements. Additionally it is essential to control our business operations if we want
to guarantee that our customers receive only the best quality begs.

In order to manage cash inflows and expenditures, it is very important for businesses to
establish a financial strategy that details the needs of each department. A financial plan however
is used to measure and estimate the use and sources of finances that will be required in our firm
in order to undertake a project. Hence, moving a business is not an easy thing to handle since it
demands everyone to pay close attention to every little detail that happens during the process of
growing the business. Having a business plan will be a very good guide for a business to start
moving.

55
8.0 APPENDICES

8.1 Business Flyers

8.2 Layout of the business

56
8.3 Partnership Agreement

AQILAH (GENERAL MANAGER)

NISA NUR SYAHIRAH (ADMINISTRATIVE EXECUTIVE)
MUHAMMAD LUQMAN HAKIM (MARKETING MANAGER)
NUR AYUNIE (OPERATION EXECUTIVE)
NURHAMIZAH (FINANCIAL EXECUTIVE)

With reference to the Partner Act 1961 (Revise 1974), this agreement is lawfully made between
the partners of Tote It Up on the date of 1 April 2022. The reason for this partnership agreement
is made in order to make sure that all the business operations run according to the schedule and
the main objective of the business can be achieved.

It is being legalized that all the names above are agreed to become partnership members
under the name of Tote It Up. The partnership shall be conducted for the purpose of selling
multi-purposes furniture. The Partnership may also engage in any activities that are related,
complimentary or incidental to this business purpose. The principal place of business shall be
at 201, Jalan Tun Sambanthan, Brickfields, 50470 Kuala Lumpur, Wilayah Persekutuan Kuala
Lumpur

ITEM 1: CAPITAL CONTRIBUTION & LIABILITIES

By partner’s mutual agreement, all of the members agreed to contribute for each of the
positions. The members will share the liabilities with the 30 percent for general manager, 20
percent for marketing manager & operation executive, and the last 15 percent for
administrative & financial executive.

ITEM 2: ALLOCATION OF PROFITS/LOSSES

All profit sharing will be based on the capital contribution of each partner. If the company
suffers losses caused by any of the partners, that partner should be responsible for the loss.

57
ITEM 3: SALARY
Each partner shall receive from the partnership; the monthly salary of the manager in this
company is RM 2,867.85 and RM 2,064.65 for the team of executives.

ITEM 4: CONFIDENTIAL
All parties agree that all information related to the Business is confidential and private and all
parties promise not to inform anyone whether directly or indirectly involved with the Business
Information.

ITEM 5: REVOCATION
All parties agree that this Partnership Agreement may not be void at all unless the following
matters occur: -
i. All parties voluntarily agree to terminate this Partnership Agreement, and / or
ii. If any of the parties involved in this Partnership Agreement violate the terms, conditions
and provisions of this Partnership Agreement; and / or
iii. If the authority revokes the Business License and / or refuses to renew the Business
License; and/or
iv. If the Business suffers severe losses and all partners are forced to close the Business
either voluntarily or by court order.
v. The death of one/more parties.

58
In witness whereof, the parties have executed this agreement on the day and year first above
written,

Yours truly, Yours truly,

Aqilah Syahirah
(AQILAH) (NISA NUR SYAHIRAH)

Yours truly, Yours truly,

Luqman Ayunie
(MUHAMMAD LUQMAN HAKIM) (NUR AYUNIE)

Yours truly,
Hamizah
(NURHAMIZAH)

59