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At a glance. We require 120k€ (32% share) to finance a new business model to deliver high quality airline food with outstanding service standards into mid-size private Hospitals to achieve a market share of 70% in a hospital cluster region in central Malaysia - PowerPoint PPT Presentation
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At a glance...We require 120k€ (32% share)
to finance…a new business model …to deliver high quality airline food with outstanding
service standards into mid-size private Hospitals …to achieve a market share of 70% in a hospital cluster
region in central Malaysia…generating €3.6m sales with 24% EBIT…with significant growth potential in other regions,
countries and hospital sizes
Company CompetitionMarket Strategy Biz model MilestonesOperations Financials RiskManagement
SKYFOOD
• Start-up based Malaysia• Vision: patient can enjoy high quality food, professional nutritional care services
and unique dining experience. • Value proposition: Increased patient comfort and satisfaction while cost saving. • Business model based on new distribution concept
This new concept is bringing in-flight dining experience to healthcare hospitality.
Company Profile
Company CompetitionMarket Strategy Biz model MilestonesOperations Financials RiskManagement
Market PotentialEstimated Annual Private
Hospitals Census by Region
Key Market • Center and south region
(64% of in-patient food market.)
Benefiting from • hospital concentration and close to
subcontract food companies.• Increase in medical Tourism
Specific Target Market• Small and medium private hospitals with
100 – 200 beds capacity (30% of hospitals)• Market size: €5 million
Growth Potential• expand to other regions • address larger hospitals > 200 beds
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Patients
In-patient Food Industry:€27 million
Company CompetitionMarket Strategy Biz model MilestonesOperations Financials RiskManagement
Competitive Analysis
Factors SODEXO SHF BESTA
Main Products or Services
Food management services
Food management services
Food management services
Other Products or Services
Integrated facilities management services
Nil Nil
Market Segment
Remote, healthcare, education and corporate
segments
Education, healthcare, business and industry
segments
Healthcare segment
Market Position Market leader in remote segment
Market leader in education segment
Market leader in healthcare
Current Strategy
To become a premier expert in Quality of Life service solutions with Sodexo brand as the
global reference
To be Asian’s most profitable and highest
quality food service and hospitality group
Strive to become Malaysia’s leading food
service provider in healthcare
Positioning Quality of Daily Life Solution Expert
Your Preferred Hospitality & Allied Services Company
The Total Food & Service Company
Marketing Capability
Good at pooling expertise and create strategic
partnership
Good at understanding customer or client needs
Good at networking and maintaining client
relationship
Level of Innovations
Very high Medium Low
Technology Capability
High with Advance Meal
Delivery Technology (Temprite) and
engineering team
Low High with Advanced
Meal Delivery Technology (Burlodge)
Present in the World
Global Asian Malaysia
Factors SODEXO SHF BESTA
Main Products or Services
Food management services
Food management services
Food management services
Other Products or Services
Integrated facilities management services
Nil Nil
Market Segment
Remote, healthcare, education and corporate
segments
Education, healthcare, business and industry
segments
Healthcare segment
Market Position Market leader in remote segment
Market leader in education segment
Market leader in healthcare
Current Strategy
To become a premier expert in Quality of Life service solutions with Sodexo brand as the
global reference
To be Asian’s most profitable and highest
quality food service and hospitality group
Strive to become Malaysia’s leading food
service provider in healthcare
Positioning Quality of Daily Life Solution Expert
Your Preferred Hospitality & Allied Services Company
The Total Food & Service Company
Marketing Capability
Good at pooling expertise and create strategic
partnership
Good at understanding customer or client needs
Good at networking and maintaining client
relationship
Level of Innovations
Very high Medium Low
Technology Capability
High with Advance Meal
Delivery Technology (Temprite) and
engineering team
Low High with Advanced
Meal Delivery Technology (Burlodge)
Present in the World
Global Asian Malaysia
Company CompetitionMarket Strategy Biz model MilestonesOperations Financials RiskManagement
Why Skyfood is Different from Others?Skyfood adopted a more holistic approach in its distribution model while majority of the caterers adopting cook and distribute model at client or own premise.
Benefits:• Ensure highest food quality and consistency.• Be more focused on patients and time saving
leveraging hospitality operating system which increases service level and satisfaction.
• Better manage of food resources and wastages.
Skyfood’s Competitive Advantage:Skyfood will significantly improve client performance and loyalty while deliver unique dining experience.
Marketing StrategyCompany CompetitionMarket Strategy Biz model MilestonesOperations Financials RiskManagement
Business Model
KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITIONSCUSTOMER
RELATIONSHIPSCUSTOMER SEGMENTS
In-flight Caterer Menu designUnique In-patient Dining
Experience Key Account Management Private Hospitals
Logistic Partner Meal Order Management Highest Quality Food & Social Media Healthy PatientsServices Therapeutic Patients
Supply Chain Management Kid PatientsProfessional Nutritional
Care Services VIP Patients
KEY RESOURCES Cost Saving CHANNELSContracts & Contents Distribution
Equipments & Tablewares People
People Web & Mobile Devices
COST STRUCTURES REVENUE STREAMSLogistic Platform Maintenance In-patient Food Charges Professional Fee
Training & Development Leasing Fee Advertising Income
KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITIONSCUSTOMER
RELATIONSHIPSCUSTOMER SEGMENTS
In-flight Caterer Menu designUnique In-patient Dining
Experience Key Account Management Private Hospitals
Logistic Partner Meal Order Management Highest Quality Food & Social Media Healthy PatientsServices Therapeutic Patients
Supply Chain Management Kid PatientsProfessional Nutritional
Care Services VIP Patients
KEY RESOURCES Cost Saving CHANNELSContracts & Contents Distribution
Equipments & Tablewares People
People Web & Mobile Devices
COST STRUCTURES REVENUE STREAMSLogistic Platform Maintenance In-patient Food Charges Professional Fee
Training & Development Leasing Fee Advertising Income
Year 1 + 2
Distribution model:Monthly billing # of servings
$$ Hospital => Skyfood
Chargeable order changes: premium per order
(drinks, menu changes…)
$$ Patient => Skyfood
Advertisement on food trays(care houses, flower services, …)
$$ Advertiser => Skyfood
Distribution model:Monthly billing # of servings
$$ Hospital => Skyfood
> Year 3
Economic framework defined:
Company CompetitionMarket Strategy Biz model MilestonesOperations Financials RiskManagement
Strategy - OperationalResourcesProcess
Val
ue
Pro
po
siti
on
Deliver
Company CompetitionMarket Strategy Biz model MilestonesOperations Financials RiskManagement
Management TeamSkyfood will operate with small staffs that include two principles as below:
Khoo Hong Whek CEO/Business Development DirectorReiner BreuCOO/Procurement DirectorIrene ChengOffer Development Director
Technical Advisory BoardAlice Yau, Dietitian Lee Hui Chuen, Healthcare Business Professional
Organization Structure
service staff: One team per hospital
Company CompetitionMarket Strategy Biz model MilestonesOperations Financials RiskManagement
Major MilestonesSkyfood is a start-up business at the stage of planning and business development.
• sign contracts within one year with hospitals and food suppliers • First contract execution in second year with 2 hospitals• expanding its business through replication of successful business model growing
to 14 in year5
Year 1 Year 2 Year 3
Company CompetitionMarket Strategy Biz model MilestonesOperations Financials RiskManagement
FinancialsFinancial highlightsInitial capital requirement €120k (32% of company share)
Investment - €53kWorking capital - €67k
Target revenue projection (Y5) : €3.6millionMarket share: Segment 70% / total 13%Profit margin 24%Pay back starting Y3Present Market Value : 256k€ (3yr forecast)
Sensitivity analysis:Cost of food (+20%)
=> impact -10% profit margin=> pack back delay by 6mths
Market penetration (35% vs 70%)=> impact -3% profit margin=> pay back delay by 12mths
Cumulative profit
0 €
2 000 000 €
4 000 000 €
6 000 000 €
8 000 000 €
10 000 000 €
12 000 000 €
Ye
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1
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Sales - Target
Sales - Best Case
Sales - Worst Case
-200 000 €
300 000 €
800 000 €
1 300 000 €
1 800 000 €
2 300 000 €
Ye
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Ye
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Ye
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Ye
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Profit - Target
Profit - Best Case
Profit - Worst Case
Cumulative Sales
Company CompetitionMarket Strategy Biz model MilestonesOperations Financials RiskManagement
Key IssuesDifficulties & Risks
1. Client drives up the costs on demand => renegotiation of contract2. Early termination of contractcase: contract with Hospital
– Healthcare provider may turn to in-house food catering instead of outsource if the business is too profitable. => renegotiate contract
– Competition – contract period defined and penalty clauses to be included
case: contract with Subcontractor– Subcontracted Food production companies may eventually recognize the potential
market for in-patient food => get him as share holder or get alternative supplier or stipulate non-competition clause in the contract
Company CompetitionMarket Strategy Biz model MilestonesOperations Financials RiskManagement
Time for your questions
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