Fleur Design Decoration Latest

8/3/2019 Fleur Design Decoration Latest

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Section 1.0 Executive Summary

Product and services

Fleur Design Decoration is a one-stop company which provides design and decoration

services for a big day celebration. For example, wedding dinner, birthday party, anniversary,

convocation, company annual dinner, themes party and so on. Moreover, we are not only

provide services but also supply products such as flowers or some arts decorations in our

company in order to ease the event planning burden from our clients. As design decorators,

our services include backdrop, centerpiece, table decoration, chair decoration, wedding cake,

birthday cake, balloon, hand flower and etc. The first shop will be located at Senai area in

Johor Bahru. Fleur Design Decoration with aggressive growth plans of one new shop every 2

years. Fleur Design Decoration is a company with Sim Xin Hui as an director.

Value to the customer

Realization of clients dream is our ultimate goal. A special and unique ceremony decoration

makes clients celebration day become vivid colour and memorable. This make the guests

who attend the ceremony feel like at home and comfortable. Blessing from guests are one of

the greatest happiness for a host. Therefore, our responsible is to help the host to prepare a

special, beautiful, fantastic, happy and enjoyable ceremony or celebration with their friends

and relatives. Besides to fullfill clients wishes, we also offer resonable price on each event

decoration. We also plan to archive significant profit on each design and decoration event.

Relevant markets

The market for Fleur Design Decoration are the middle to upper middle class families,

couples, individuals and public or private organisation. These four segments of the market are

equally important for us. For families, Fleur design Decoration able to help in birthday party,

house grand opening. For couples, Fleur Design Decoration will prepare for their wonderful

wedding dinner and annivesary. For individuals segment, convocation is our target. Moreover,

for public and private organisation annual dinner and gathering also prepared by us.


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Management expertise

We plan to employ Internal Market Supervisor, External Market Supervisor, Market

Researcher, Product Researcher, Venue Decorator, Sound System Controller, Food Preparator,

2 Webpage Designer, 2 Public Receptionist to start up our first company. The designer should

be creative and able to think critically. Besides, the designer have to be good taste in fashion

in order to attract generation young nowadays. Due to the rapid pace of the world, we will

always make improvement in our design skill and services to help clients.

Financing requirement

This company will require RM 100 000 to begin our business. One of the partner will fork outRM 50 000 and the other 5 people fork out each one RM 10 000. This amount is not large so

we have to plan properly before start our business.

Possible return

We predict to get 30% profit in the first few years follow by 50% and 70%. We plan to

growth our business step by step in order to settle down our business with stable foundation.

Section 2.0 Introduction to the company

2.1 Company background

Fleur Design Decoration is a company that was built up by five dream ladies.They are all big

dreamers who willing to accept the challanges in order to achieve their dream.They have the

same dream of having a wonderful and memorable wedding day with their lover. Therefore,

they come out with the idea that assist brides and grooms to organise a fantastic wedding

dinner. However, business nowadays have to be variedtherefore five of them not only focus

on wedding design and decoration but also diversified into widely field. Fleur design

Decoration starts up on 2011 October. To start up the company, a total amount of money is

needed to pay up all the necessary expenses. Fleur Design Decoration is established in

partnership nature which consists of five shareholders with the intention of providing services

and products. Design and decoration services are the idea of one of the shareholders and


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agreed by others. Other than event decoration, our company retails flowers and floral

accesories.

2.2 Business Intent & clear indication of intended business activities

Product and Services

Our company offers event decoration service and flowers retail as our main sources of income.

a) The Event Decoration Service.We provide event decoration in a wide range of applications. We guarantee

satisfaction in appearance of the whole event site. The following is a sampling of the

types of events we plan every year:

i. Meetings, Trainings, and Retreats.ii. Conferences and Workshops.

iii. Birthdays, Anniversaries, Graduations and Holidays.iv. Weddings.v. Company picnics, banquets, and award ceremonies.

We will launch various packages to attract attention of customers. We offer high end

and low end services. The high end decoration ideas include real flower decoration

and creative flower arrangement. The event site is guaranteed a high class and grand

site to carry out event. The theme color and event styles can be chosen based on the

favorite of customer.

On the other hand, the economical package will be provided as the flowers utilized in

decoration are replaced by silk, artificial and fake flowers. Moreover, we plan to reuse

or recycle the flowers and decoration of this package to reduce cost. Customers are

given choice of event theme color and style but reduce to limited option.

b) The Flower RetailBesides event planning, we sell flower bouquets, flower arrangement vase and also

some basic floral accessories. For example, ribbons, dolls, toys, balloons and so on.

Customers can find various kinds of flowers in our store, such as, tulips, roses, daisies,

lilies, sunflowers, carnations, orchids and many more.


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Market need

The market of event decoration line is very diverse and needed by a wide range of group of

people. Individuals as well as organizations demand the services we provide. We analyze this

sector based on the private organization, public organization and also individual. Furthermore,

we divide the individual part to a few age stages to make further analysis.

a) Private OrganizationPrivate organizations make up the single largest portion of our client base. Private

organizations such as businesses, corporations, and political parties host the most events on

the large scale. Therefore, these events generate larger revenues per event. The majority of

larger scale holiday functions will fall under this segment.

b) Public OrganizationGovernment agencies host many events every year. The second single largest segment, the

public sector, can save money and give back to its community at the same time. These events

are moderate in scale with middle to low revenues generated. Emphasis is placed on the

visibility of the event for public viewing. The majority of organizational family functions will

fall under this segment.

c) Age Breakdownsi. Under 24: Persons under the age of twenty-four (24) using an event decorator

are rare at best. We hope to tap the early college graduates who have begun

their professional careers but have not yet started their families. These events

will focus mainly on themes with moderate to high energy appeal. The

revenues generated will range from moderate to high, depending on the event.

The majority of weddings will fall into this segment.

ii. Ages 25-55: The persons that fall into this age group are employed, middle toupper-middle class families. The reason they choose event decorator is they are

too busy to do it themselves. These events will generate moderate revenues,

with a few generating low revenues. The majority of special occasion

decoration will occur in this market segment.


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iii. Ages 56 and above: Persons over the age of 55 have reached the turning pointof life. Many are retiring, others are celebrating anniversaries of significant

years, and still others are seeing that their children's special events are taken

care of. These events will generate moderate to high revenues depending upon

the income level of the family (direct correlation to social status). Most holiday

parties, and other special occasions, such as wedding receptions and reunions,

will occur in this market segment.

The market of flower retail is greatly depended on the occasion or festival. Every special

occasion has different demand of flowers. For instance, customers will buy for carnation for

mother at Mothers Day while demand of roses will increase during Valentine day. Other than

that, birthday, university graduation, Christmas, Fathers Day and New Year are occasions

and festive where the market needs flower retail and services.

Degree of innovation

Our ideas to promote the business are to employ aid of advance technology despite the

convention method such as distributing promotion leaflets. We aim to create an official

website to market our business. The latest promotion and attractive packages offered will be

updated to the website from time to time. We will also send email to our customers to informthe latest promotion to them.

Besides that, the design of the event is normally unique for every high end event. We employ

professional designer to make special design for every customers to meet their needs. Hence,

the occasion will be the most memorable moment for our customers.

Profitability and Feasibility

The largest share of our income will come from the event decoration service while the flower

retail store is only a connection between us with our customer. This business can generate a

huge amount of profit if professional service and advice can be provided to the customers.

Moreover, the market of event decoration is still in starting stage in Malaysia. Hence, our

company can grab a certain market and make profit from this sector. The pie chart illustrates

the expected income generated from event decoration and flower retail.


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2.3 Growth strategies

Some strategies are needed to make our business growth. Financial planning is one of the

most important part in our business plan. Hence, a proper financial planning is required.

Besides, technology and product development startegies can help business growth because it

is one of the factor to attract customers. Lastly, marketing strategies is the most crucial for usto expand our business volume.

2.3.1 Financial strategies

There are 5 shareholders will be involved in Fleur Design Decoration. We plan to use RM

100,000 to begin our business. We will fork out RM 10,000 each person and the director will

fork out the rest of the money.

2.3.2 Technology and Product Development Strategies

Fleur Design Decoration tries to reduce anxiety and problems associated with the event

planning which are faced by our customers. The company will achieve this goal by:

i. Using technology to make the event decoration experience easy for customers and, atthe same time, enable the company to identify and track its customer base.

Expected Income/ Profit Sources

Private Organizations

Public Organizations

Individual

Flower Retail


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ii. The booking services and all the requirement of event decoration can be done bycustomer service webpage.

iii. Offering exquisite, artistic flowers arrangements.iv. Offering additional self-indulging products, including original artwork and gourmet

chocolates.

v. Building a customer database that identifies contact information as well as preferences(colours, vases, frequency, allergies, pets, children/spouse, birthday, anniversary, etc.).

2.3.3 Marketing Strategies to increase market or mind share

We will target on the private organization, public organization and also individual who are

interested in holding an event. We will attract the attention of our customer by regular

advertisement on newspaper, direct mailing, e-mailing and renew our official webpage if any

promotion or new package are offered.

We will seek for prospective florist as a possible business partner to handle huge event or

provide different style of flower arrangement to customers.

Participating in the Floral Design Gallery Shows to promote our floral design andarrangement and at the same time, advertise our event decoration service.

2.4 Target Market

We provide both products and services for our clients. The general profile of the Fleur

Design Decorations customer consists of the following geographic, demographic, and

psychographic factors, with additional approach regarding the Web attributes of this customer

base. It is important to understand the attributes of the retail customer, as we develop the Webcustomer base. We believe that the overall characteristics of our established local clientele can

be extrapolated to nationwide, and can be reached via the Internet and Facebook.

Geographics

Our immediate geographic market is Johor area, with a population of approximately900,000 in the city, and over 1.8 million in its metropolitan area, it is the second

largest urban area in the country after the national capital, Kuala Lumpur.


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With internet-based, we are able to target market within the whole Malaysia, withpopulation is estimated to be 28,250,500.

Demographic

Demographic segmentation consists of dividing the market into groups based on variables

such as age, gender family size, income, occupation, education, religion, race and nationality.

Married or in a relationship Have or still attending college Possess monthly discretionary income Age range of 25 to 50 years old Have an occupation Belong to a medium or high social class

Psychographics:

People who like to celebrate their special occasions with high priority. People who has less leisure time to work out decorations on their own. People who perceive themselves as creative, tasteful and able, but seeks validation and

support regarding her decorating ideas and choices.

People who want their love ones to have a memorable day.

Web Attributes

The cost of computers and Internet access has plummeted, and the ease of Internet use in

general, and consumer e-commerce has increased. So, we will pursue a website positioned to

take advantage of the current and future potential of Internet retail while will significantlywiden our market of flowers and decorations.

2.5 Revenue Model

In business, revenue is income that a company receives from its normal business activities,

usually from the sale ofgoods and services to customers.

1. ServicesWe earn revenues by providing services like planning, designing and decorating for

special occasions for our clients. We would offer different types of creative design to
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choose from for different special occasions. We would be planning for themes of

special occasion if requested. The decorating of the venue will also be included in the

package.

2. ProductsOur products consist of two types, artificial and natural flowers and flowers

decorations. Our shop will retail artificial flowers used as decorations at home or as

gifts to love ones. Besides, we offer to send and package natural flowers if requested

from customers with extra charges. In addition, people nowadays like to spend their

time decorating their own houses. Hence, we will be selling pretty decorations made

from flowers. In addition, our products also include DIY artificial flowers, which

enable customers to make their own flowers from scraps.

2.6 Operational Setup

For our operational setup, we will rent a shop at Senai, Johor Bahru. The main reason why

this location was chosen is because its location was nearby to the government institutions and

others companies. It is also located at main road to Johor Bahru which is easy to be found.

Besides that, there are facilities around our company. Our company is also nearby the Senai

Industrial park and Senai Airport which gives us much convenience if we want to import orexport our flowers and services.

The market needs towards the flowers and services we have developed is being determined.

Marketing research has been conducted by distributing questionnaires to the public in order to

understand what peoples opinions towards our business.

Our business will establish an official website that contains all the information of our business.

Besides, the website also contains all the flowers, services, designs, decorations and prices for

the reference of our customer. We would also like to sell the role material for decoration such

as fake flowers, ribbons, candles, bear, dolls etc. The picture of our previous decoration and

design for wedding ceremony, wedding dinner, birthday parties and graduation parties will be

put online so that customer can preview our professional design and request for their own

desire on the design. We will try to fulfil their request and make them satisfactory. The price

of our design and decoration is reasonable. We are promoting E-commerce where our

customer can place their order and pay online. Through using e-commere, we believe that we

can expand our business and make our business well known not only in Johor but whole


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Peninsular Malaysia. It is because customers no need come so far to our shop to buy things or

make appointment for decorations, they can just click online and we will provide our fully

service to our customers. It is at lot more convenience to our customers.

We will come out with a few bouquets and also decoration package include graduation

package, wedding package, birthday package with reasonable price to attract our customers.

We will printed out our package and make it catalogs to distribute to the people so that we can

have more customers. Fleur Design Decoration focuses on providing high-quality products to

consumers with outstanding service.

2.7 Long Term goals

Our 20 years long term goals are to open up three more shops in Penang, Selangor and

Malacca. We plan to establish strong relations with both suppliers and buyers. These

relationships will help Fleur Design Decoration to grow and evolve in this industry. After

establishing a firm reputation, Fleur Design Decoration plans to import products from other

country so that it always meets the requirements of our customer. We would also like to hire

more employees so that we can provide more services on time and ensure our service is in

good quality.

2.8 Market & Competitors Information

For the market segmentation, the potential customer groups for Fleur Design Decoration are

middle to upper middle class families, couples, individuals and public or private organizations.

This market serves as a safety valve for our business as almost all of the people are our future

customers. Our services will be distributed to whole people in Johor first, whole people in

Malaysia later.

Our main market targets on the decoration design, besides selling the decorations things like

flowers, ribbons, dolls, toys, balloons and so on. However, there are some of the competitors,

direct or indirect, selling outside there. Direct competitors like Shindigz, PARTYSHOP

(http://www.partyshop.com.my/), Party People Events (http://www.partypeoplevent.com/),

Party City (http://www.partycity.com/) and others whereas indirect competitors include the

flower shops, toy shops and dolls shops. Since we are fresh in doing business, our name is

unknown to customers. Hence, customers may choose others with high reputation.
http://www.partyshop.com.my/http://www.partypeoplevent.com/http://www.partycity.com/http://www.partycity.com/http://www.partypeoplevent.com/http://www.partyshop.com.my/


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List of Competitors Competitors Strengths Competitors Weaknesses

Fleur Design Decoration -Free gifts for multiple purchases.

-Free courses for particular plans

such as DIY doll makers, dinner

etiquette, simple communication

skills, and so on.

-Refund 5 percent for any

unsatisfied with reasons.

-Reasonable and flat prices.

-Lack of experiences.

-No reputation and unknown to

customers.

-No big model to invest big in

our company.

PARTYSHOP -Their organizers and entertainers

are experienced and well trained

for many years.

-International online party shop,

its products and services has been

sought by people living in Johor,

Penang, Pahang, Sabah/Sarawak,

and as far away as Australia and

Thailand.

-High reputation, first and biggest

online Party Shop in Malaysia.

-Organizers and entertainers are

experienced and well trained for

many years.

-Wide customer flow, market

segmentations are discerning

parents, celebrities, ministers,

royalties, professional and large

corporations.

-Full day, 24 hours a day goods

and service.

-It is online shop; it means does

not have shops that perfectly

convince people.

-Expensive.

-Its business havent extend to

Johor yet.

Shindigz -Variety of interesting plans and

36000 products.

-Dept in experience.

-It does not establish in Malaysia

yet.



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-In-house production tracking

system monitors customers order

every day to ensure an on-

schedule delivery.

-High site security.

-Lowest prices, Shindigz beat the

price by 10% for any lower price

(excluding shipping & handling)

anywhere else on an identical

item.


convince people.

Party People Events -Daily online business.

-Target on the professional

middle class & upper class

families.

-Reasonable flat price without

skimping on fun and quality.



convince people.

-It does not establish in Johor

yet.

Party City -Good reputation, America's

largest specialty party goods

chain.

-International party goods

industry, division of Amscan

Holdings.

-Plenty types of services.

-Offer discounts to all schools

and non-profit organizations.



convince people.

-Operate on business days,

Monday to Friday.

-Its business havent extend to

Johor yet.


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2.9 Strength & Weaknesses or SWOT (if possible)

The competitors market segment is shown as below.

Below is the SWOT analysis of Fleur Design Decoration. SWOT analysis separate into two

parts, which are internal and external. Internal includes strengths and weaknesses of Fleur

Design Decoration whereas external includes opportunities and treats.

Internal of SWOT:

Strengths Weaknesses

Free gifts for multiple purchases Lack of experiences

Free courses for particular plans such as

DIY doll makers, dinner etiquette, simple

communication skills, and so on.

No reputation and unknown to customers

Refund 5 percent for any unsatisfied with

reasons

No big model to invest big in our company

Reasonable and flat prices

27.27%

22.73%

13.64%

18.18%

18.18%

Competitors' Market Segment

PARTYSHOP

Shindigz

Party People Events

Party City

Fleur Design Decoration


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External of SWOT:

Opportunities Treats

- No major competitors focus on south of

Malaysia and Singapore yet, it is a good

chance for us to do our goods and services

here.

- Foods and drinks preparation besides by

decoration design.

- Big competitor, Shindigz may establish in

Malaysia few years later.

- Major competitors may extend their

business to Johor in few years later.

Section 3.0 Employment of knowledge workers

3.1 Management team

Our management team combines the experiences of executives and an advisory board with

extensive backgrounds in managing and developing successful businesses within the Internet

industry. Fleur Design Decoration currently has five executives and is in the process of

identifying and hiring additional support staff, which will be involved in business

development, technical implementation and administration. Upon obtaining its first round of

funding, the Company will hire a full time staff to fully implement the business as outlined in

this plan. The Companys executive staff and operations will be in Johor Bharu.

Owners

Will oversee financial management, merchandising and operations for Fleur DesignDecoration.

Responsibilities will include: selling to commercial accounts; ensuring a profitablesales picture; establishing pricing policies; keeping up-to-date on trends by monitoring

trade journals, vendors, sales reps, buying trips, industry meetings and educational

programs; preparing and executing marketing programs, including advertising,

publicity and lead generation programs (via direct mail and e-mail); establishing

partner relationships as needed and designing arrangements.

Oversee sales, design and delivery. Responsibilities will include selling to walk-inretail customers; designing arrangements; ordering flowers, plants and greens;

purchasing supplies, vases and containers; pricing and selling merchandise and orders


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for profit; spot checking orders to ensure quality products; knowing social and

religious customs of various holidays; and handling complaints.

Director of Operations

At least a bachelor's degree in business, finance or a related field Passion for quality and customer-centric service, where he is tasked with leading the

company to find ways to improve the overall customer experience and company

performance.

Has over 5 years of experience in customer-focused roles Improve the operational systems, processes and policies in support of organizations

mission -- specifically, support better management reporting, information flow and

management, business process and organizational planning.

Excellent communication skills both verbal and written Demonstrated leadership and vision in managing staff groups and major projects or

initiatives.

Excellent interpersonal skills and a collaborative management style. Budget development and oversight experience

Product Manager

3+ years of software marketing/product management experience Able to handle the strategy and daily operations of marketing projects Knowledgeable in technology. Computer Science or Engineering degree Act as a leader within the company Required experience and knowledge Excellent teamwork skills Proven ability to influence cross-functional teams without formal authority

Human Resources Manager

Bachelor's degree from an accredited college or university in public, personnel orbusiness administration, or related field, and five years experience in all phases of

public or private sector personnel administration including three years of progressively

responsible supervisory experience.


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Certification as a Senior Professional in Human Resources (SPHR) highly desirable.Masters Degree preferred.

Has a respected reputation in the field as a dedicated and knowledgeable humanresources professional, certified and specializes in human resources compliance,

compensation and benefits, employee relations, and safety.

Well-versed in adapting to changing environments and good communication style. Use excellent customer service skills, establishes and maintains effective working

relationships with other employees, officials, and all members of the general public.

Customer Support Supervisor

Education: Possession of an Associate of Arts degree from an accredited college oruniversity with a major in business or office management.

Experience: five years of full time experience interpreting and enforcing complexregulations and policies and resolving customer complaints, at least two of which was

in a lead capacity directing the work of others.

Knowledge of: Principles, procedures and methods used in customer accounting andutility billing; principles and practices of good customer relations and complaint

resolution; uses and capabilities of computerized accounting and billing systems.

Skill in: Operating a personal computer. Ability to: Plan and implement a comprehensive customer service program,

communicate effectively, both orally and in writing, establish and maintain good

working relationships with those contacted in the course of the work.

Delivery Person

The delivery person's primary tasks will include planning deliveries (right time, rightday); loading and unloading products carefully, securing plants and flowers during

transportation; repairing, returning and replacing any transit-damaged products;

keeping track of deliveries; and performing on-site credit card transactions.

This position will be secured through a local employment agency, and will work part-time. Based on projected sales for the first year, a delivery person will be required

approximately two hours per day, four days per week in the first year; hours needed

will increase proportionally with sales in years two and three.


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Characteristics: courteous, knowledgeable, neat and clean. The person should knowthe areas within Johor.

3.2 Organization chart

3.3 Human resources plan

Our Fleur Design Decoration will only hire people who are hardworking, have basic designand decoration background and willing to learn. Before they become our staff, they need to

undergo interview and short demo on their decoration skills. The question and topic of design

will be given on the spot. Once confirm to hire them, they need to undergo one month

intensive trainning conducted by professional designist. Below is our 3 years human resource

plan.

Position/role Y1 Y2 Y3

Executive

President 1 1 1

Marketing executive 1 1 1

Service executive 1 1 1

R&D executive 1 1 1

Human Resource executive 1 1 2

Financial

Financial executive 1 1 1

President

Sim Xin Hui

Marketing Executive

See Jiet Shyin

Internal MarketSupervisor

Thomas Friedman

WebpageDesigner 1

Tan Wei Lun

WebpageDesigner 2

Rina Anuar

External MarketSupervisor

Adam Muhammad

PublicReceptionist 1

Saiful Haziq

PublicReceptionist 2

Teoh Kok Fong

Financial Executive

Cindy Wong E-Lin

R&D Executive

Liew Ying Ying

Market Researcher

Vivian Lee Hui Hui

Product Researcher

Beant Singh

Human ResourceExecutive

Tan Hui Fen

Service Executive

Thien Yu Chan

VenueDecorator

Siti Aisyah

Sound SystemController

Saranraj A/LSekaran

Food Preparator

Michael TanLoong Hui


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Technical Division

Internal market supervisor 1 1 2

External market supervisor 1 1 2

Website designer 2 2 3

Public Receptionist 2 2 3

Venue decorator 1 3 7

Sound system controller 1 2 3

Food preparator 1 2 4

Market researcher 1 2 3

Product researcher 1 2 3

No of Worker 11 17 30

Total knowledge worker 7 9 12

Total foreign knowledge

worker

1 1 2

% of knowledge worker 73 59 47

Section 4.0 Product and service development

4.1 Product/ Service/ Technology Overview

For the event decoration, the floral decoration will utilise the real flower for high class event

and silk flowers, artificial flowers for economical event. The florist in charges the flower

arrangement and the event design is trained and experienced in this field. The decoration

designs are unique, natural and original. Fleur Design Decoration will offer design on regular

basis or come out with custom design based on the customers need.

We planned to include Light Emitting Diode (LED) in the event decoration. The benefits of

LED are cost saving and various colour of LED are available. The LED is an electricity

saving device, it saves more electricity if compared to light bulb. Moreover, its cost is less

than normal light bulb but offering longer life span. The future plan to combine LED and

flower arrangement in decoration provide another presentation to customers event.

4.2 Research and development


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Reasearch can be done by doing interview and questionaire . In the interview section, we can

meet with some experienced designer and fashionist in order to ask for latest fashion and style

knowledge to improve our design and decoration skill. This is to fullfill clients requirement.

Generation young nowadays like new things and always make changes. In order to catch up

their steps we have to keep update the latest fashion. Fashion is one kind of art that references

to anything that is the current trend. Fashion can be shown in man things like clothing,

houshing, costume and fabrics. Besides, design and decoration are also fashion now. In the

questionaire , from the questions we prepared, we can understand more about the clients. We

not only ask about the requirement we also can get some suggestions or adviss from the

clients im the open ended question. Throught this we able to solve the solution according to

the root.

After research,we have to take action to develop our business. Development can be done

according to the research result. For example we can order the types and colour of flower that

most clients prefer. We also import from the country they want. We also prepared various

kind of design and decoration for them to choose. We will display the design and decoration

idea in catalog and easy for clients to make decision.

4.3 Benefits and Customer Value

Our business have been drawn up, evaluated, practiced, worked, and reworked to ensure the

maximum efficiency while minimizing the possibility of error. Thus, we can have 100 percent

guarantee of customer satisfactory which cannot given by any retail exist in Malaysia now.

Our business will maintain a high degree of professionalism. We guarantee satisfaction in the

areas of appearance, performance on customers great day. Our business will always keep

track with the market, utilizing the latest technology and trends. We will provide quality

products which satisfying ISO9001:2008 quality management system. We are able to meet the

customers needs and expectation and also fulfill their requirements.

Through event decoration, Fleur gets the opportunity to laugh when the customer laughs and

cry when the customer cries, to rejoice when the customer rejoices and to help put the pieces

back together when things change or begin to fall apart. We care about the things that have

meaning in the lives of our customer. We value and respect our customer very much. Thank-

you cards will be given to our customer follows each individual event.


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Section 5.0 Marketing Programs

5.1 Marketing Overview

Fleur Design Decoration started the business this year and the fundamental is not strong

enough, so the overall marketing strategy is making moderate profit but promoting our

companys name to the customers. The overall profit in the first 3 years is 30 percent of the

capitalized cost. After that, the profit return will be raised to around 50 to 70 percent.

The company will set up an official website in internet for us to connect with our customer.

Since, the stake holders will create and maintain the website by themselves. Hence, the

financial attribute for this approach is approximately zero.

Giving away brochures at shopping complex or in front of the flower shop is another method

to promote the business. In order to save cost, the shopkeeper and the workers can help to

give brochures during the off peak season. The cost of brochures is come from brochures

design and printing fees. The estimation of the cost is RM 500.00 per design plus the printing

brochures.

Fleur Design Decoration will participate in the wedding or event decoration road show to

increase the publicity and image of company. This marketing strategy expected better

outcome and support of customers. There are more interactions with customers in order to

obtain better feedback and opinion from customers. The cost allocated to it is estimated

around RM 800.00 included rent of a stall, set up the stall and other miscellaneous stuff.

Other than that, we will consider to take part in charity program to promote our company. We

can sponsor some charity organisation, school activities and charity marathon. We will set

aside a fund of RM 800.00 for charity allocation.

5.2 Marketing Programs

1. Overall marketing strategies, incl. Events, materials and primary tactics.The goal of Fleur Design Decoration is to giving a special, beautiful, fantastic, happy and

enjoyable environment during the celebration or ceremony as well as feeling worthy to

buy Fleur Design Decorations products. This will be done through reasonable prices of

Fleur Design Decorations products and plans, giving small souvenirs or gifts, free

courses before formal event start, mail-order catalog companies, setting up an official


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website and direct-mail advertisements, giving away the brochures, and publicity events.

The publicity event includes participating in the decoration roadshow and taking part in

charity program. In order to convince our customers, taking the certificate from ISO

9001:2008 and refund 5 percent for any unsatisfied reasons are introduced in Fleur

Design Decoration.

2. Pricing strategyFleur Design Decoration sets standard prices for each plan and product line. These prices

are not expected to experience significant change over the next three years.

Products:

TulipsRM 2.25

RosesRM 2.25

LilyRM 2.99

Ribbon - RM 4.99

DollRM 29.99

Arranged Flower 1RM 18.99

Arranged Flower 2RM 39.99

Plans:

Wedding plan 1RM 499.99



Convocation plan 1RM 499.99



Birthday party plan 1RM 499.99



Annual dinner plan 1RM 499.99



House grand opening plan 1RM 499.99

House grand opening plan 2RM 999.99House grand opening plan 3RM 1499.99


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These prices exhibit quality products at reasonable costs to consumers. If customers have

their own design, we will fulfill their expectation too.

3. Marketing and sales messagesProducts and plans will be distributed through the internet and brochures in Senai area in

Johor Bahru or by pre-orders until Fleur Design Decoration is able to further expand.

As Fleur Design Decoration is a new entity, we understand that we have to prove our

company's worth to design and decoration in order to earn their respect and business. To

convince our customer, we have to meet or exceed our customer needs and expectation.

Hence, we will take the certificate from ISO 9001:2008. Fleur Design Decoration

depends on establishing a loyal customer base who visits our Fleur Design Decoration

again and again, due to wedding event, birthday event, party event, annual dinner and so

on; we expect a few committed customer and their family who will come in more than

once three months. In order to achieve this kind of repeat business, whether on the first

visit or their hundredth, except from treated graciously and with respect, we will refund 5

percent of the packages to unsatisfied customer in term they can give us at least a relevant

complaint by filling a complaint form. For example, for a package which priced RM100,

we will refund RM5 to unsatisfied customer who was unsatisfied in our worker bad

services. This strategy will give us two advantages, which are improving our weakness by

their feedback as well as double convince our customer in term of our product quality.

4. Promotional strategyFleur Design Decoration is focusing more on services business, like event decoration

such as birthday party, house grand opening, wedding dinner, convocation, annual dinner

and gathering, targeting on middle to upper middle class families, couples, individuals

and public or private organization, and targeting sales reps that distribute to exclusive

gifts, free courses before formal event start, mail-order catalog companies. For high

degree of customers satisfaction, some free gifts such as key chain, and free courses such

as doll makers, dinner etiquette, simple communication skills, and so on, will be given

together with plans.

Besides services, Fleur Design Decoration also has business with products, artificial

flower, whether homemade artificial flower or DIY artificial flower, and natural flowers

and flowers decorations. Also, we offer to send and package natural flowers if requested

from customers with extra charges.


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Fleur Design Decoration plans to participate in the event decoration roadshow and take

part in charity programs to increase our Fleur Design Decorations reputation. Normally,

this road show and charity will be reported in media such as newspaper, magazines, radio

as well as television, which will help us to increase our publicity and image of company

with small capital.

Fleur Design Decoration will also send some products and plans catalog for whose do

mail orders for Fleur Design Decoration products and plans. The purpose of this is to

reach more customers while doing only minimal research.

Section 6.0 Financial Projection

6.1 Financial Overview

1. PROFIT AND LOSS ACCOUNT

PROJECTIONS

2011 2012 2013

RM RM RM

SALES 44,990 62,140 79,138

less: COST OF SALES 13,690 16,350 17,230

GROSS PROFIT 31,300 45,790 61,908

less:

General & Administrative Expenses

Professional fees 0 0 0

Directors' remuneration 500 500 500

Insurance 300 300 300

Medical fee 500 500 500

Rental of premises 2,000 2,000 2,000

Salaries,allowances & bonus 300 450 500

Utilities 200 200 200

Upkeep of office 200 200 200

R & D expenses 11,100 11,800 12,500

Total G&A 15,100 15,950 16,700

Sales & Marketing Expenses

Advertisement 300 500 560

Entertainment 0 0 0

Printing and stationery 200 300 300

Salaries and commissions 300 450 550
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Tender fee 0 0 0

Travelling expenses 0 0 0

Upkeep of motor vehicle 50 100 100

Total S&M 850 1,350 1,510

Other Income 3,000 2,300 4,320

PBDIT 18,350 30,790 48,018

less: Amortisation of R&D 3,024 5,018 6,383

Depreciation 120 240 360

PBIT 15,206 25,532 41,275

less: Financial Charges 315 1,040 1,989

PROFIT / (LOSS) BEFORE

TAXATION 14,891 24,492 39,286LESS : TAXATION 1,240 2,310 2,210

PROFIT / (LOSS) AFTER

TAXATION 13,651 22,182 37,076

Minority Interest 0 0 0

Distributable Profit 13,651 22,182 37,076

less: Dividend 11,340 15,730 16,690

Retained Profit / (Loss) For The Year 2,311 6,452 20,386

Retained Profit / (Loss) B/fwd 13,670 15,981 22,433

Retained Profit / (Loss) C/fwd 15,981 22,433 42,819

2. CASH FLOW STATEMENT

PROJECTIONS

2011 2012 2013

RM RM RM

Cash flows from operating activities

Cash receipts from customers 0 44,990 62,140

Cash paid to suppliers 0 (13,690) (16,350)

Cash paid to operating expenses & employees (600) (5,150) (5,650)

Net cash from/(used in) operating activities (600) 26,150 40,140

Cash flows from investing activities

Investment 20,000 25,000 30,000

Purchase of fixed assets (1,200) (1,200) (1,200)

Research & development (16,599) (18,449) (19,999)

Net cash from/( used in) investing activities 2,201 5,351 8,801

Cash flows from financing activities
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Issuance of share capital 300 300 300

Share Premium 250 250 250

Dividend Paid (-) 300 340 450

Long term loan/borrowings (+) 4,500 5,000 5,600

Repayment of loan (-) 3,500 3,500 3,500Grant 0 0 0

Interest income/(expense) (315) (1,040) (1,989)

Net cash from/( used in) financing activities 8,535 8,350 8,111

Net increase( decrease) in cash and cash

equivalents 10,136 39,851 57,052

Cash and cash equivalents brought forward 10,010 20,146 59,997

Cash and cash equivalents carried forward 20,146 59,997 117,049

3.BALANCE SHEET

PROJECTIONS

2011 2012 2013

RM RM RM

Research & Development (net) 2,475 4,106 5,222

Investment (20,000) (45,000) (75,000)

FIXED ASSETS (net)

Land & Buildings 360 680 960

Fixtures & Fittings 450 850 1,200

Office Equipment 270 510 720

Motor Vehicles 0 0 0

Others 0 0 0

1,080 2,040 2,880

CURRENT ASSETS

Trade debtors 44,990 62,140 79,138

Cash and bank balances 20,146 59,997 117,049

Prepayments & Deposits 2,460 2,500 2,640

Stocks (non-tradeable) 4,500 7,800 8,900

72,096 132,437 207,727

Less : Current Liabilities

Other creditors 4,250 4,600 4,660

Trade Creditors 13,690 16,350 17,230

Accruals 340 350 450
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Short Term Loans 780 900 950

19,060 22,200 23,290

NET CURRENT ASSETS 53,036 110,237 184,437

NET ASSETS 36,591 71,383 117,539

Financed By :

Share Capital ( Paid-up capital) 300 600 900

Share Premium Reserves 250 500 750

Retained Profit C/fwd 15,981 22,433 42,819

SHAREHOLDERS' NETWORTH 16,531 23,533 44,469

Long term liabilities

Grants 0 0 0Debenture 0 0 0

Long-term loans 8,000 16,500 25,600

CAPITAL EMPLOYED 24,531 40,033 70,069

12,060 31,350 47,470

4 FINANCIAL PROJECTIONS (RM)

Year 2011 2012 2013

Sales (Local) 44,990 62,140 79,138

Sales (Exports) 0 0 0

Total Sales 44,990 62,140 79,138

Net profit (loss) before tax 14,891 24,492 39,286

Net operating cash flow (600) 26,150 40,140

Liquid Assets 20,146 59,997 117,049

Stocks ( Inventory) 4,500 7,800 8,900

Trade Debtors 44,990 62,140 79,138

Current Assets 72,096 132,437 207,727

Fixed Assets (net) 1,080 2,040 2,880

Current Liablities 19,060 22,200 23,290

Long-Term Liabilities 8,000 16,500 25,600

Paid-up-Capital 300 600 900

R&D Investment ( at cost) 16,599 18,449 19,999

Networth ( cumulative ) 24,531 40,033 70,069


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5 : Breakdown of Sales (RM)

Item * 2011 2012 2013

Wedding decoration 30,170 45,670 57,890

Party theme decoration 2,500 2,570 3,008

Company award ceremony /annual dinner 2,460 2,550 3,670

Convocation 3,500 3,560 5,640

House grand opening 1,080 1,290 1,880

Birthday party 780 800 1,250

Flowers 2,000 2,400 2,300

Arts decoration accessory 2,500 3,300 3,500

Total 44,990 62,140 79,138

6. Breakdown of Research &

Development (RM)

Item * 2011 2012 2013

R&D staff salaries **

--2 R&D Reasearcher 3,000 3,100 3,200

--2 Public Relation Officer 2,000 2,050 2,100

--R&D Software Engineer 0 0 0

--R&D Quality & Security Engineer 0 0 0

--Chief Designer 1,800 2,000 2,200

--Web Designer 1,500 1,700 1,900

--Web Engineer 0 0 0

--Linguists 0 0 0

--Language Translators 0 0 0

--Content Developers 0 0 0

--Others:-3 Ordinary officer 2,400 2,550 2,700

Sub-total 10,700 11,400 12,100

Technology acquisitions - Hardware

--Computer Servers 100 150 200

--Personal Computers 2,099 2,599 2,799--ISDN Lines Connection 0 0 0


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--Workstations Hardware & Accessories 0 0 0

--Furniture & Fittings 500 700 900

--Others:-(please specify) 0 0 0

Sub-total 2,699 3,449 3,899

Technology acquisitions - Software

--Software Licencing for Windows NT 300 300 300

--Software for Hardware Development 100 100 100

--Design Tools 200 200 200


Sub-total 600 600 600

Prototypes

--Content & Design Fee 500 700 900

--Model Making 1,000 1,200 1,400

--Prototyping Costs 700 700 700


Sub-total 2,200 2,600 3,000

Consumables / Incidental Costs 400 400 400

Patenting & Copyrights 0 0 0

Others:-(please specify) 0 0 0

Grand Total 16,599 18,449 19,999

7. PAST FINANCIAL PERFORMANCE

No. of Audited Financial Statement (max. of 3 years) 0

Past Perfomance 2008 2009 2010

Sales - - 16,700

Profit/Loss before tax - - 13,670

Total Sales 186,268

Total R&D 55,047

Percentage of R&D over Sales 0

Tax Loss 22,027

OpEx 17,153

CapEx 5,149


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Total Export 0

RATIO ANALYSIS 2008 2012 2013

Profitibility:

Gross profit 70% 74% 78%

Net profit 33% 39% 50%

Return on capital employed 50% 43% 41%

Asset turnover (times) 1.2 0.9 0.7

Liquidity:

Current ratio ( xx : 1) 4 6 9

Quick ratio/Acid test ratio ( xx : 1) 4 6 9

Financing:

Gearing ratio ( xx : 1) 0.5 0.7 0.6

Interest cover ( times) 48.3 24.6 20.8

Investment:

Earnings per share (RM) 45.50 36.97 41.20

Return on shareholders funds 83% 94% 83%

Dividend cover ( times ) 1.2 1.4 2.2

ROI 75% 77% 69%

6.2 Financial Qs to consider

From the business plan, it is shown that the revenues are generated from the sales of products

and services to customers. Our business offers products, such as fresh and artificial flowers,

decorations and DIYs. On the other hand, services that we provided are decorating venues of special

occasions and deliveries of our products to certain areas. In general, revenue is income that we

received in the form of cash or cash equivalents.

In business, an expense or expenditure is an outflow of money to another person or group topay for an item or service, or for a category of costs. The main expenses will be coming from rents,

purchasing flowers and decorations, taxes and also transport fees. These expenses are necessary to

make sure that there will be no shortage in terms of our products, customers, assets and services.

Assumptions that underlie the financial plan proposed are the initial capital is coming from the

investments of five owners. Besides that, the assets have been included initially in the financial plan.

Other than that, it is assumed that there are no liabilities in the business.

To generate products and continue to provide services for our customers, ongoing sources of

capital is essential to sustain these operations. Fixed capital is money used to purchase assets that will

remain permanently in the business and help it to make profit. The assets are motorcycles used for

delivery, registers, furniture and others. Meanwhile, working capital is part of capital invested which is


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used for running business, which are money used to buy stock, pay expenses and finance credit. All

the sources of the capital are from direct and online retailing, and also sales of services.

Profits come from revenues minus expenses of our business. In order to ensure that our

business is generating profits, we will advertise our business on the streets and also on the internet. We

will offer satisfied services to our customers so that they will be loyal to our company and continue tospend their money there. In addition, we will save on the expenses like electricity and water by turning

them off when they are not in use and also on some unnecessary or redundant expenses.

To have the investors confidence in our business, we will continue to make our business

better in terms of quality of our products and services. We will vary our products and services by

adapting new technologies and methods. In short, our business will continuously innovates and

generate more and more profits.

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