At a glance

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


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

0200000400000600000800000

10000001200000140000016000001800000

Nor

thEa

stCe

nter

Sout

hBo

rneo

Patients

In-patient Food Industry:€27 million


Competitive Analysis

Factors SODEXO SHF BESTA

Main Products or 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




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


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:


Strategy - OperationalResourcesProcess

Val

ue

Pro

po

siti

on

Deliver


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


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


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

ar

1

Ye

ar

2

Ye

ar

3

Ye

ar

4

Ye

ar

5

Sales - Target

Sales - Best Case

Sales - Worst Case

-200 000 €

300 000 €

800 000 €

1 300 000 €

1 800 000 €

2 300 000 €

Ye

ar

1

Ye

ar

2

Ye

ar

3

Ye

ar

4

Ye

ar

5

Profit - Target

Profit - Best Case

Profit - Worst Case

Cumulative Sales


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


Time for your questions

Documents

At a glance