Entrepreneur Plan FINAL (Autosaved)

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Contents
Executive Summary.......................................................................................................................................... 3
Industry Analysis ............................................................................................................................................... 5
Industry Size, Growth Rate and Sales Projection .......................................................................... 5
Industry Structure, Nature of Participation ..................................................................................... 5
Industry Trends ............................................................................................................................. 5
Key Success Factor ...................................................................................................................... 6
Long-term Prospects ..................................................................................................................... 6
Company Description ....................................................................................................................................... 7
Company History ........................................................................................................................... 7
Mission Statement ......................................................................................................................... 7
Products and Services .................................................................................................................. 8
Current Status ............................................................................................................................... 9
Legal Status and Ownership ......................................................................................................... 9
Key Partnership ............................................................................................................................. 9
Market Analysis ............................................................................................................................................... 10
Market Segmentation and Target Market .................................................................................... 10
Buying Behavior .......................................................................................................................... 11
Competitive Analysis ................................................................................................................... 11
Estimates of Annual Sales and Market Share.............................................................................. 12
The Economic of the Business ..................................................................................................................... 13
Revenue Drivers and Profit Margins ............................................................................................ 13
Fixed Cost and Variable Cost ...................................................................................................... 14
Operating Leverage..................................................................................................................... 15
Start-up Cost ............................................................................................................................... 16
Break-Even Analysis ................................................................................................................... 17
Overall Marketing Strategy ............................................................................................................................ 18
Product........................................................................................................................................ 19
Price ............................................................................................................................................ 19
Place ........................................................................................................................................... 20
Sales Process (or Cycle) ............................................................................................................. 22
Sales Tactics ............................................................................................................................... 23
Operations Plan .............................................................................................................................................. 24
General Approach to Operation ................................................................................................... 24
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Business Location ....................................................................................................................... 24
Facilities and Equipment ............................................................................................................. 24
Management Team and Company Structure ............................................................................................. 25
Board of Advisors ........................................................................................................................ 26
Company structure ...................................................................................................................... 27
Overall Schedule ............................................................................................................................................. 28
Financial Projection ........................................................................................................................................ 30
Sources and uses of funds statement ......................................................................................... 30
General Assumption .................................................................................................................... 30
Pro-forma Income Statement ...................................................................................................... 31
Pro-forma Balance Sheet ............................................................................................................ 32
Pro-forma Cash Flow .................................................................................................................. 33
Ratio Analysis ............................................................................................................................. 34
Appendix 1 ......................................................................................................................................................... 36
Appendix 2 ......................................................................................................................................................... 38
Appendix 3........................................................................................................................................................ 40


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Executive Summary

Concept Statement
Product
A&T Coffee Inc. provides variety of coffee drinks yet in affordable price. There will be hot
and cold coffee for sell. Moreover, it also sells some famous imported coffee cans drinks
and powders packets such as Seattle, Boss and Georgia. Sandwiches, cookies and donuts
are the secondary focus to serve with coffee drink as combo meals.
Target market
A&T Coffee Inc. will be opened near Sunway University‟s side gate. Therefore, the main
target market is the Sunway University students and staffs. In addition, blue collar workers
around the sunway university area are the secondary target. Other nearby area such as
Monash University and Taylor Lakeside University are the bonus target market.
Why A&T Coffee Inc ?
The price of the coffee will be positioned below San Francisco and Madeleine Cafe and
slightly higher than McCafe, around RM7 for small size. The idea of this shop is to provide
more variety of coffee drink compare to Common Place (Sunway University‟s Cafeteria)
which only provide Nescafe can drinks - Nescafe Mocha, Nescafe Original, and Nescafe
Latte, while vending machine also provide the same with additional Tongkat Ali coffee.
A&T Coffee will also be located at the ideal place and shorter distance for Sunway students
and staffs compare walking to sunway pyramid. Therefore, this is where A&T Cafe comes
in to the place for student to have greater choice of coffee in affordable price and shorter
distance to walk.
Special features
As the special feature, A-T Coffee Inc. will offer few breakfast combo meal for the student
who come very early to college as they wanted to avoid jam and students who have a break
in their study. A&T Coffee also sells coffee can drinks, with more variety compare to
Common Place and vending machines which can solve the problem of drinking the same
coffee can drinks.
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If business grows further, wifi bandwidth will be upgraded, and will increase the number of
tables and chairs for the both ground floor and upper floor. In addition, more different taste
and choices of sandwiches and donuts will be discover in future,for example of Myburgerlab,
to compete with indirect competitors like Subways, Pink House, Orange House and Rock
Cafe. Moreover, few signature fruit drinks for example of Juice Work, will also later be
provided for those students who do not like to drink coffee at all.
Management Team
A-T Coffee Drink Inc. will lead by the founders, James and Ying. James is the coffee lover
who study coffee as a hobby and write several blogs about how to make coffees. His high
knowledge coffee base and the passion will make a good coffee for the students.
Ying, graduated with degree of hospitality and has 15 years of experiences in a national
hotel chain, who know very well how to make a good environment for the student to visit the
shop.
Another key stakeholder would be Adam, who has a lots of creativity and a skillful bakery.
His job is to make sure every donuts, buns and sandwiches he made is fresh and delicious.
(Refer to Appendix 3 for their resume)

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Industry Analysis

Industry analysis will generally discuss about the size, growth rate, sales projection,
structure, and trend of the industry. Nature of participants and key success factor will also
be mentioned in this industry analysis to tell why this industry is worth to go in.
Industry Size, Growth Rate and Sales Projection

The size of specialist coffee industry is quite big in term of number of outlets, which
is having more than 255 in Malaysia. Coffee industry is still growing strong regardless
specialist coffee or café, as it is at the growth stage and expected to grow until year of 2015
according to Specialty Coffee Association of America (SCAA) cited by Bellisimo (2001).
This is supported by the evidence of McCafé has boosted the profit of McDonald‟s by 15%
(Patton, 2011). According to the data provided by Euromonitor International (2013a),
independent specialist coffee shops has a 21% growth rate in term of outlet numbers and
20% growth rate in term of value sales in 2011. This shows that A&T Coffee is not too late
and easier to enter to this category due to the industry is quite fragmented, as Starbucks
and The Coffee Bean & Tea Leaf are still not strong enough to change the industry‟s
direction in Malaysia.
Industry Structure, Nature of Participation

Moreover, A&T Coffee inc able to fit in the gap in term of lower pricing to face with
Starbucks and in term of taste of food to face McCafé and other café industry. A&T Coffee‟s
coffee will priced at the lowest RM6.9 and also serving delicious spaghetti and nasi lemak
to attract more customers to dine-in as well. The competitors do not have much key
promotions, but mainly focus only set for breakfast, lunch and dinner (Euromonitor
International, 2013a). The main competitors in specialist coffee industry are being rather
conservative, not much of react of current environment changes. For example, Starbucks
and The Coffee Bean & Tea Leaf offer breakfast set only. There are actually more people
choose to dining out due to the inflation is causing the raw ingredient used to cook at home
is more expensive (Euromonitor International, 2013)
Industry Trends

Current industry trend including environmental trend and business trend will be
examined. The economy of Malaysia is facing a high inflation on food in 2011, which
caused more people are moving to dining out from preparing meal at home. This is
supported by the Consumer Price Index (CPI) of Malaysia increase 5% for non-alcoholic
beverage and food in 2011 (Euromonitor International, 2013b). Therefore, coffee industry
should implement some food choices to adapt the current changes. There are 81.4% of
Malaysian claimed themselves as coffee drinker and 43.8% of Malaysian need to drink at
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least a cup of coffee in a week (Market-truth, 2013). Coffee industry appeals to be quite
important to Malaysian, whereby coffee industry provides place and quality coffee drink to
them (Rahman, 2010). However, the bubble tea industry strike in Malaysia around 2010
that benefit customers have more places to choose to hang out. Technology advancement
in 21st century caused coffee shops need to install Wifi to gain competitive advantage, as
many people are owning smartphones and tablets (Klickstein, 2011).
The current news about fuel price increased (Lim, 2013) can lead to a higher inflation
rate up to 4% due to the impact of transportation, food and energy prices (Li, 2013).
Moreover, the rental also like to increase every three years to cope the inflation as well. As
a result, overall operating expenses are likely to increase and this will cause the industry to
have lower profit margin. Therefore, A&T Coffee inc will be extra careful in term of pricing
the product.
Key Success Factor

In this specialist coffee industry, there are few main key factor to have in order to
compete. The key factors are:
 Always maintain high quality product
 Multiple revenue drivers will have better competitive advantage.
 Employees are well trained, friendly, courteous, and good in communication
 Interior design provides relaxing and attractive environment.
 Place and physical evidence must be keep in clean, neat, and tidy.
 Increase variety of food and beverage to increase customer base and attract new
customers.

Long-term Prospects

In the long-term prospects for this industry, A&T Coffee inc needs to roll out more
products in future to attract more customers to cover the increasing input cost. Getting a
better supplier also one of the key factors as it plays an important role to determine the
profit margin.


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Company Description

A&T Coffee aims to provide a place where students and staffs can find varieties of
good coffees at an affordable price. A&T Coffee Inc., a specialist coffee café, will be
operating in a single unit, medium size café serving a line of choices of quality coffee to
students and staffs. In addition, A&T Coffee will also be serving a limited range of fruit juice
as well as side dishes such as spaghetti, Nasi Lemak, sandwiches, donuts, and cookies.
The café will be located opposite Sunway University side gate to provide shorter distance
for students and staffs who include distance travel as an order qualifier to choose a cafe.
Company History

The idea to form A&T Coffee came from James and Ying who were frustrated after
observing many coffee houses only target the high income students. He has always been
passionate about coffee that he even study them and blogs about how to make good coffee.
James and Ying have always talked about opening a coffee shop together where James
will be in charge of the beverage while Ying will be in charge in setting up the place to
create an ideal environment for the customers since she has the experience in the
hospitality line. The idea becomes more perfect and convincing after finding Adam, their
key employee who is good at making good sandwiches, cookies, and donut. They found
there is a gap in the industry for this business idea to work. This is simply because they
realized coffee houses around the locality of Sunway University not only did not target the
medium income students but also offer very limited choices of coffees for low income
students. They as a passionate coffee drinkers believe everyone should be able to enjoy
quality coffee regardless of their income level.
Mission Statement

Tagline: “Start your day with a coffee”
Vision: To create need to drink our coffee by creating the best recipe for every coffee
Mission: To develop a good spirit among our team members to be able to nurture the
love for coffee in everyone providing our customers a whole changing experience
through our varieties of quality coffee at an affordable price.
A&T Coffee core values:
Our Coffee
Variety is what we are. We are passionate in serving quality coffee to our customers through
the use of fine green coffee beans, roasting them diligently to transform into your perfect cup
of coffee.



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Our Partners
It is the passion that forms A&T Coffee Inc. Embracing every individual’s talent and turning
it into a dream come true where in A&T Coffee, each gets to be the best of themselves. We
totally encourage creativeness and innovative spirit in the workplace.

Our Customers
It is frustrating to know that there are limited coffee flavours being offered around Sunway
University. That is why we aim to provide the students and staffs with not only affordable
beverage but also varieties of choices so that they do not get bored. We want to see the
smiles in our customers’ faces every time they take a sip of our coffee.

Products and Services

A&T Coffee will be specializing in serving a menu of good coffee in hot and cold.
However, customers will be given a choice to choose which coffee bean they want to be
roasted in their coffee depending on their preferences. There will be two types of coffee
beans being used namely green Arabica coffee beans which are the premium coffee bean
A&T Coffee is offering while Robusta coffee bean will be used for coffee that falls under the
common range. The difference between these two beans is mainly the taste. Arabica coffee
beans have a smoother and more aromatic taste compared to Robusta coffee beans which
contains double the amount of caffeine as well as stronger in taste and a more acquired
flavour. Arabica coffee beans, a more expensive bean compared to Robusta are chosen as
A&T Coffee premium bean because of the dark colours and bold flavours that it is famous
for after being roasted.

A&T Coffee enhances the benefit of Arabica beans even more by pulling the natural
occurring caffeine together with the other good stuff from 100% green Arabica coffee beans
through an innovative process before they are roasted. Most coffee drinkers have always
preferred the flavour and smell Arabica coffee beans produced as the best compared to
Robusta coffee bean (consideringcoffee.com, 2013). That is why A&T Coffee introduced
this idea, hoping to give the best to the coffee lovers.

The secondary products A&T Coffee is offering includes imported coffee can drinks
that are well-known such as Seattle, Boss and Georgia. Light food such as sandwiches,
cookies, and donuts will also be made available to be served with coffee as combo meals.
A&T Coffee adds on to their food menu by introducing spaghetti and Nasi lemak. Besides
that, a small range of fruit juice will be made as A&T Coffee secondary focus to target the
people who do not drink coffee.

A&T Coffee beverage pricing will be positioned below Madeleine Café and San
Francisco. However, it will be priced slightly higher than McCafe. The main idea of A&T
Coffee is to give the coffee drinkers a more variety of coffee drinks compared to the current
limited choices provided in Common Place (Sunway University‟s cafeteria) and the vending
machine. (Refer to Appendix 2 for A&T Coffee product list)

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Current Status

The company‟s name is finalized to A&T Coffee Inc. and has been registered as a
trademark. A feasibility analysis has also been conducted on A&T Coffee to ensure the idea
was overall feasible. A&T Coffee Inc. now is a legal entity. After A&T Coffee begins its
operation, a close observation will be made on the sales and profit made. This is to
determine whether A&T Coffee should be expanded to its current location upper floor at the
fourth month of operation.
Legal Status and Ownership

A&T Coffee Inc. is a limited partnership owned by the two founders; James and Ying.
They agreed on 50:50 partnership agreements where it sets forth the rights and duties
between James and Ying. Each term will be split equally between the partners. It also
details out how the partnership will be managed and when it is dissolved in later years.
Key Partnership

A&T Coffee‟s key supplier is Nagamas Jaya (M) Sdn. Bhd. where it supplies the key
ingredients to the company such as fine Arabica coffee beans and Robusta coffee beans.
Nagamas Jaya (M) Sdn. Bhd offers better pricing compared to the other suppliers, and
provide free transportation in delivering the stocks. Besides, Nagamas Jaya owns a good
company image over the years in terms of delivering the stocks on time and better credit
terms condition with minimal quota purchase.

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Market Analysis

It explains which segment of market that A&T Coffee inc wanted to target. It also discusses
about the buyer behavior and competitor analysis. The final sections will estimates annual
sales and market shares.
Market Segmentation and Target Market

A&T Coffee decided to segment the market by geodemography, combination of
geographic and demographic segmentation. In term of geographic segmentation, A&T
Coffee wanted to enter market segmented by urban area with universities located such as
places around Sunway University. In addition, demographic segmentation is done by
income, age and occupation. Income can be categorized as high to low income group; age
is from teenage to adult age group, while occupation is basically the white collar
workers. To sum the market segmentation up, A&T Coffee inc will have four target groups:

University students
Teenagers
University lecturers and staffs
Local white collar workers
These are the potential target market. These target groups are in medium income group
with the age between 17 and 45. These target groups also be focus in term ratio to
determine who the biggest potential customers to drive our profits is:


University students and teenagers stand 35% of the target group respectively. 20% of
target market are university lecturers and staffs, the another 10% will be local white collar
workers.
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Buying Behavior

First of all, the consumption rate of coffee in Malaysia is still remaining high. 50%
rate of choosing to drink gourmet coffee rather than white coffee, local coffee and 3-in-1
coffee. It shows gourmet coffee still favor among the coffee drinker. 43.8% of the people
said that 20-50% they purchase coffee drinks outside (Market-truth, 2013) . In addition,
43.8% of the people also drink 2-3 cups of coffee per day. It indicates coffee can be
consider a „need‟ for nearly half of the Malaysian.

The major change of the trend of drinking gourmet coffee is that people are not only
seeking the quality, but also seeking for artisanal coffee. The art of making coffee is going
craze as many people tend to post picture about the artisanal coffee they purchased. Chan
(2009) stated that enjoying coffee is a sensory experience. Latte art – creates patterns on
top layer of latte by using foam from steamed milk, that can enhance the pleasance of eyes
and sweetly smooth of tongue. Euromonitor International (2013a) stated that consumers
actually appreciate the latte art, and it does shows how much effort and detail were put into
making it (Chan, 2009). As a result, A&T Coffee inc also focus the latte art, by providing
training to the baristas.

Consumers also get fed up of the quality of chain store provided i.e Starbucks, reason
because the quality may vary depending on the outlets (Euromonitor Internation, 2013a).
This is also where A&T Coffee as independent specialist coffee shop to gain popularity by
providing good quality of coffee drink at the time with affordable price.
Competitive Analysis

Direct competitors have been identified as carrying the similar product, such as
Starbucks, The Coffee Bean and Tea Leaf, San Francisco Coffee, Madeleine Café, McCafé
and other independent specialist coffee shops.


Indirect competitors have been identified as carrying close substitutes to the product A&T
Coffee inc offered, such as Old Town White Coffee, Chatime, Gong Cha, Juice Work, Boost
Juice, Vending Machine and Common Place, other local café and mamak stall.

Competitive analysis grid is carried out to identify the advantages and disadvantages of
competitors are possessing. It also helps to identify A&T Coffee inc primary source of
competitive advantage.





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Names A&T Coffee Starbucks
The Coffee
Bean and
Tea Leaf
San
Francisco
Coffee
Madeleine
Café McCafé
Price Advantage Disadvantage Disadvantage Disadvantage Disadvantage Advantage
Quality of
coffee Even Advantage Advantage Advantage Advantage Even
Food and
beverage
variety Advantage Disadvantage Even Even Advantage Even
Environment Advantage Advantage Advantage Advantage Advantage Advantage
Services Advantage Advantage Advantage Advantage Advantage Advantage
Branding Disadvantage Advantage Advantage Advantage Even Advantage
Numbers of
outlets Disadvantage Advantage Advantage Advantage Disadvantage Advantage
Business
hours Even Disadvantage Disadvantage Disadvantage Disadvantage Advantage

The main competitive factors are price, quality, food and beverage variety, environment and
services. Starbucks, The Coffee Bean and Tea Leaf, San Francisco and Madeleine offer
better quality of gourmet coffee, and better branding as they have higher brand awareness.
McCafé has absolute advantage in business hours as many of their store running 24hours
business model. A&T Coffee has a clear advantage of providing high variety of food and
beverage with an affordable price.
Estimates of Annual Sales and Market Share

Years Estimated Annual Sales (RM)
Year 1 650,000
Year 2 715,000
Year 3 765,050

A&T Coffee inc is using two method to estimate the initial sales and then annual
sales. The methods are utilize the multiplication method and conduct internet searches.
Utilize the multiplication method uses bottom-up approach to estimate how many customer
to expect and how much they spend on average. Conduct internet searches is to find a
comparable firm data or other research company data to estimate the sales. Market share
will be determined by using research company data to estimate. 2
nd
year is 10% growth and
3
rd
year is 8% growth due to students is expected to grow 8-10% each year.

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The Economic of the Business

In this section, it will discuss about the fixed cost, variable cost, break even analysis
and operating leverage.
Revenue Drivers and Profit Margins

There are many products offered by A&T Coffee inc. Therefore revenue drivers
with contribution margin are described below:



Revenue drivers Price (RM) Costs of gold sold (RM) Contribution margin (RM)
Hot coffee 6.9 2 4.9
Cold coffee 7.9 2.5 5.4
Ready-to-drink coffee 4 1.5 2.5
Fruit juice 7.9 4 3.9
Sandwiches 4 2 2
Donuts 3.5 1.5 2
Cookie 2.5 1 2
Spaghetti 9 4 5
Nasi Lemak 9 4.5 4.5
*Cost of gold sold is over estimated to avoid unexpected expenses.
*Price and Cost of gold are taken into average form.

Hot coffee, cold coffee, spaghetti and Nasi Lemak have a high contribution margin for the
business. Therefore, A&T Coffee inc must have a high focus on quality control toward these
revenue drivers.

Revenue Driver Revenue Driver Weightage
Hot Coffee 0.15873
Cold Coffee 0.174603
Ready-to-drink coffee 0.079365
Fruit juice 0.095238
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Sandwiches 0.063492
Donuts 0.063492
Cookies 0.063492
Spaghetti 0.15873
Nasi lemak 0.142857


Fixed Cost and Variable Cost

Variable cost will be same as cost of goods sold. Fixed costs are the cost that A&T
Coffee needs to pay whether it sells something or not. Fixed costs that A&T Coffee needed
to bear are:


Fixed costs Estimated Amount per month (RM)
Shop Rental 7000
Insurance 6636
Salaries 27000
Interest expenses 9060



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Operating Leverage

Operating Leverage = % changes in earnings before income tax/ % change in sales

% Changes in Earning Before Income Tax = RM 67,004-RM 40,304/ RM 40,304
=66.25%

% changes in sales = RM 715,000- RM 650,000/ RM 650,000
=10%


Operating Leverage = 66.25%/ 10%
= 6.625

A&T Coffee is having 6.625 degree of operating leverage. 1% of sales change will
change 6.625% change in earnings before income tax. It considers a high operating
leverage, which means A&T Coffee depend upon volume of sales. It also means that sales
volume is the key determinant of the success of business. Alway ensuring high customer
satisfaction keep in track of buying behavior and trend, and update and matching the
competitors‟ lowest price are the way to maintain the high sales record.



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Start-up Cost


Total Start-Up Cash
Needed for A&T Coffee
Inc.



Cash Investment Amount (RM) Description
Computer Equipment 1,250
POS software and computer
hardware
Furniture and fixtures 10,000 Furniture Needed
Property 7,000 Rental
Vehicles 5,000 Company Vehicle deposit
Other equipment 9,500 Coffee and bakery machine
Total cash investment 32,750

Operating Expenses



Advertising and promotion 700 2x Bunting
Salaries and wages 7,500
Monthly employees salaries
and wages
Licenses and permits 105
Registration for new
business
Perpaid insurance 553 Business Insurance
interest payment 755 Monthly interest
payment(bank loan+vehicle)
Utilities 1,000 Overhead cost
Transportation 500 Transportation fees
Starting inventory 2,500 Groceries and ingredient
Cash (working Capital) 15,000 Reserved cash
Maintenance 1,500 Maintenance and repair
Total operating expenses 30,113

Total Start-Up Cash Needed 62,863


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Break-Even Analysis

Break-Even = Total Fixed Cost / (Price per unit - variable cost per unit)


Total fixed cost = RM 423,696
Average variable cost per unit = RM 3
Average price per unit = RM 8


Break even = RM 423,696/ ( RM 8 - RM 3 )
= 84,739.2 unit


Estimated Annual sales first year = RM 650,000
Estimated Annual sales unit = RM 650,000 / RM 8
=81,250 units


Estimated time for break even = 84,739 / 81250
= 1.04 years. Approximately between 1 and 1.5 year




18

Overall Marketing Strategy

Marketing strategy is the ways the company wishes to increased strong and profitable
customer relationship (Armstrong, Kotler, and Silva, 2006). A&T Coffee‟s overall marketing
strategy is to provide affordable coffees to the target market, as the industry analysis results
shown that there are little coffee specialist offering good coffee at an affordable price.
Profits will come from cross-selling of premium coffee and food. Premium coffee and food
will be priced at a higher price.

Below are the summary of marketing tactics that will be carried out to achieve the overall
marketing strategy and objectives for the product life-cycle. Detail plan will be discussed in
the section of product, price, place, and promotion, in that order.


Year 1 Year 2 Year 3
Marketing
Objectives
Create Brand
Awareness
Maximize Growth
of Customer
Base
Maximize Growth
of Customer
Base
Strategies
Product Offer basic range
of products
Extend product
range (5 Hot
Coffee & 5 Cold
Coffee)
Extend product
range (5 Hot
Coffee & 5 Cold
Coffee)
Launch food
products

Extend product
range (Premium
Arabica coffee
bean & Fruit
juices)

Price Market-
Penetration
Pricing
Psychological
Pricing
Psychological
Pricing
Psychological
Pricing
Product bundling
pricing
Product bundling
pricing
Product bundling
pricing

Place Bright green
colour theme
Increase tables
and chairs
Increase Internet
Bandwidth
(20Mbps)
Take-away
Counter
Increase Internet
Bandwidth
(10Mbps)

Big signboard
and banner

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Internet
bandwidth
(5Mbps)

Promotion Cross Selling Cross Selling Social Media
Contest
Product bundling Product bundling Promote the
winning coffee
from the social
media contest for
6 months
Distributing
Flyers
Social Media
Contest

Setup Social
Network
(Facebook &
Instagram)
Promote the
winning coffee
from the social
media contest for
6 months


Product

Product is anything tangible or intangible in exchange for a monetary value, usually money
(Kerin et al., 2009). A&T Coffee will first introduce a basic range of products consisting 5
hot coffees and 5 cold coffees. 3 months after business commerce, the food products will
be introduced to A&T Coffee. The 5
th
month, A&T Coffee will roll out it fruit juices, premium
coffee beans beverages, and a vending machine consist of 4 imported brands of ready-to-
drink coffees. Customers are allowed to choose between Robusta coffee beans and Arabic
(premium) coffee beans for all A&T Coffee‟s coffee. The following 2 years will roll out 5 hot
and 5 cold coffees each year. The effort of continuously introducing product each year can
increase A&T Coffee‟s product range. In addition, New Strait Times reported that taste is
very personal. Therefore, A&T Coffee will satisfy its consumer with a wide range of varieties
(Ihsan, 2013). After a thorough gumshoe research and suggestions from marketers, it is
suggested and notices, company want and will offer a wide range of products not only to
satisfy a wide range of customer, but also to keep the idea of consuming coffee fresh.

Price

A&T Coffee will adopt the market-penetration pricing strategy. Market-penetration pricing
strategy is to set a low price to attract more customers (Armstrong, Kotler, and Silva, 2006).
A&T Coffee will price its coffee slightly higher than McCafe, but below Madeline, San
Francisco, and Starbucks, as it is the closest competitors to A&T Coffee in term of location
and product offering. A&T Coffee‟s coffees price will start from RM6.0 for 8oz. This
penetration pricing strategy is supported by the buying intention survey.


A&T Coffee will use psychological pricing strategy, which is the pricing strategy that
consider mainly on the psychological effect on customers than economics (Armstrong,
Kotler, and Silva, 2006). The psychological pricing that are most widely used in Malaysia is
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odd pricing, which is to display the price after 10 cent discount. After a gumshoe research, it
was found that Starbucks, Coffee Bean & Tea Leaf, ChaTime, and all hypermarkets use
psychological pricing. Therefore, A&T will use this pricing strategy to further enhance the
psychological effect of A&T coffees are cheap and value for money. Lau (2012) have stated
that one of the reason consumers are so loyal, is because of affordable price. Psychological
pricing could make them believe it is affordable yet value for money.

A&T Coffee will also use product bundle pricing for its entire combo range. The combo price
will be RM1 cheaper than purchasing those products separately. This is to further enhance
the psychological effect of being value for money.

Place

A&T will be located right opposite of Sunway University‟s side gate, on the same row as
Subway. It will be located a few shop to the left at the corner. The other reason Lau (2012)
stated was convenience of location. Placing it right opposite of Sunway University is to
provide convenience for the students. Besides that, Sunway University‟s side gate has
heaviest flowing traffic during lunch hour. Big sign board and banner will be displayed
outside of the shop to ensure students will notice the shop even from Gate 2 of Sunway
University.

The ambience, design, and setup of the shop are very crucial (FranchiseDirect.com, 2013).
Many sources have also stated that consumers are no longer going for the coffee only,
instead for the overall service (Businesstraveller.asia, 2011). Malaysia coffee consumers
spend most time there socializing, some even for business deals (ThirstMag.com, 2012;
Rahman, 2012). (Refer to appendix for the shop layout)
The shop will be fully air-conditioned, soft music playing in the background and provide free
Wi-Fi access as to compete with competitors (Lau, 2012). This is due to most food and
beverages restaurant at the same row, San Francisco and Starbucks at Pyramid have free
access to Wi-Fi. This is also to allow students to be able to spend their time in the shop for
studies or assignment purposes. As the business progress through the growth stage and
maturity stage, more tables and chair will be added. In addition, internet bandwidth will
increase for free Wi-Fi access.

The ambience of the shop is very important as consumers normally go there for the
ambience (Euromonitor.com, 2012). The theme colour of A&T Coffee is bright green, as the
colour of green have psychological effect on people. Green will calm people, relive stress,
and increase reading ability (About.about.com, 2013). This is to let students relax and have
a better environment to studies as well. The overall setup of the store will be filling with
bright colours as well, as most Malaysian, working or student, prefer a bright ambience café
as compare to earth color (Rahman, 2010).

Promotion

The main promotion A&T will use is cross-selling. A&T will use low price coffee to attract
customers and sell them food, and vice versa. It is stated that food plays and important role
as well (BusinessTraveller.asia, 2011). There is a growth of demand for consumers to dine
in specialist coffee shops (Euromonitor.com, 2012). The price of the food A&T serve will be
21

price slightly higher to cover the profit margin lost from coffee.

The first 2 months of business, A&T Coffee‟s workers will distribute flyers at Gate 2 of
Sunway University. This is to create brand awareness for A&T‟s target market.

After that, A&T will start up social network, Facebook and Instagram to create brand
awareness and product awareness. QR code of both social network profiles will be display
at the banner for target audience to reach A&T profile easier and follow A&T on social
network. The two social networks will have pictures and details of all products offered. One
picture per day will be uploaded every hour in Instagram. Once in awhile, A&T will search
through Instagram to look for pictures A&T coffees taken by other user, and print it out to
paste on the wall in the shop. Facebook will be used to announce promotion or discount
given. Besides that, customers could leave feedback in Facebook. The main reason in
using social network as an advertising tool is because main stream or traditional advertising
media are very expensive, crowded, and full of competitors

The first year of A&T Coffee, it will have a social media profile for Facebook and Instagram.
It will only post up few announcement and pictures per week on Facebook. A&T Coffee will
post an average of 2 pictures a week on Instagram. The second and third year, A&T Coffee
will use Facebook to held competition. Participants are required to send a private message
regarding their personal details and an innovative coffee recipe to A&T Coffee on Facebook.
James will go through and shortlist the recipe that are deem drinkable and innovative.
Those products will be promoted in the shop for 1 month, and the winner will be the drink
that are most ordered. The winning product will be sold for 5 months in A&T Coffee. This
competition will be held twice a year. This will greatly increase consumers‟ engagement
with A&T Coffee.


22

Sales Process (or Cycle)

The sales process is the guideline for the salesperson to sell the product, service, or idea to
the potential customers (QualitativeInterviews.com, 2011). The sales force of A&T are the
waiters/waitress and the baristas. The sale process is adopted by Comstor.com (2013)
consists of six steps, which is preparation, approach, discovery, solution design,
presentation, and implementation.

Step 1 Preparation: The preparation step requires the sales force to be well prepared and
understand all the products and services offered by the company (Comstor.com, 2013).
A&T Coffee‟s sales force will be trained by the founders and key management team to
understand well the products and services offered. Unannounced verbal test will be given to
ensure the standards.

Step 2 Approach: It is to understand the opportunity when presented (Comsor.com, 2013).
A&T Coffee‟s opportunity will present when customers enter the shop or even when they
are still deciding outside the shop. A&T workforce will greet all customers that enter the
shop and lead the customer to a vacant table if it is crowded.

Step 3 Discovery: It is to understand the potential customers‟ point of interest (Comstor.com,
2013). A&T Coffee tries to understand the customers by reading their non-verbal cues. For
example, a student carrying laptop might need stronger caffeine based coffee to stay
awake.

Step 4 Solution Design: It is the core strength of the business (Comstor.com, 2013). The
sales force will need to recommend the best beverages for the customers‟ situation. For
example, if the customer is sweating, the sales force will recommend the best seller cold
beverage to the consumers.

Step 5 Presentation: This step is also known as the negotiation phase, where the sales
force present the whole product to the customer (Comstor.com, 2013). The sales force of
A&T Coffee is required to ask the customers whether they are interested for other products
or services, such as food and membership participation.

Step 6 Implementation: It is also known as post or after sales service (Comstor.com, 2013).
After closing the sales, A&T sales force is need to say „Thank you‟ to the customer and
provide help when the customer seeks for.

23

Sales Tactics


A&T will employ few different sales tactics at different point of time. Cross selling will be
used at all stages. A&T sales force will try to promote food choices to the customer when
they are purchasing coffee, and vice versa. A&T will also sell combo, package of a few
products that are priced cheaper if bought together. If possible, the sales forces will try up-
selling as well, promoting premium coffee beans to customers that usually purchase the
cheaper coffee beans.

Second, it is product bundling. Product bundling is the sales of few products sell as one
package (Kerin et al., 2009). A&T Coffeesvwill offer two separate product bundle offers, one
for morning breakfast and one for afternoon lunch. Morning breakfast will offer two
packages, which is coffee with sandwiches and coffee with donuts. Afternoon lunch will
offer coffee with spaghetti and coffee with nasi lemak. The choices of products in the
packages will be set for each different weekday.



24

Operations Plan

This section is the outline of how the business will operate (Barringer and Ireland,
2012).General business operation, front stage operation, back stage operation, facilities
and equipment will be discussed in this section.

General Approach to Operation

The front stage will consist of 2 barista and James focusing specifically on coffee and
packing cookies, sandwiches, and donuts for customers. However, most of the time, James
will be in charge of the take-away counter cashier. Ying will be in charge of the other
counter cashier. 2 waiters are hired for different shift. Waiters are in charge of taking orders
for the ground floor and first floor and keying it in to the POS system.

The back stage workers in the kitchen only consist of Adam and 2 chefs. Adam will be in
charge of baking cookies, donuts, and preparing the sandwiches. The chefs are
responsible for preparing nasi lemak and spaghetti. The management process is only
handled by the key management team only, such as marketing, accounting, recruitment,
training, and recipe development.

Business Location

The shop will be located opposite of Sunway University‟s side gate. It is a 2 floor coffee
specialist shop. The cashier and kitchen will be at left of the shop and the stairs to first floor
of the shop will be located at the right (refer to appendix for the layout of the shop).

Facilities and Equipment

The key facilities and equipment will be coffee maker, oven, dishwasher, and Wi-Fi. The
coffee maker, Vibiemme Domobar Super Double Boiler with PID, will be purchase from Mr.
Chan at My Espresso Café (CoffeeinMalaysia.com, 2013). The oven will be purchase from
Murni Bakery Sdn Bhd (MurniBakery.com, 2013). The oven purchase will be a 3 Deck 9
Tray Electric Baking Oven, model MBE-303E-Z (Alibaba.com, 2013). A built-in dishwasher
will be acquired for cleaning the dishes. The Wi-Fi internet service will subscribe with TM
net. The first plan chosen for subscription will be Unifi Biz 5. Unifi Biz 5 is a high-speed
broadband (HSBB), which provides 5Mbps. It is sufficient for student to surf the net with
A&T’s Wi-Fi. As business grows, A&T Coffee will upgrade the plan to Unifi Biz 10 and Unifi
Biz 20, for the next two consequent years.








25

Management Team and Company Structure

Management team is briefly describe the key duty and responsibility of key people,
and introducing the board of advisor.
a) Managing Director 1, Alexander James


Key duties & responsibilities: James who is one of the owners for A&T Coffee café
acts as a managing director for the company, ensuring the business runs smoothly. His
responsibilities include making good coffees for the customers to meet the expectations
that are set.


Past experiences & educational background: James worked as a procurement
department officer in Unilever for 15 years. Apart from that, due to his strong interest in
coffee, he also studies about coffee and blogs about them during his past time.
Furthermore, his blog also received the most visited number of views in 2012. As for
his educational background, he graduated with a bachelor‟s degree in Business
Studies and a diploma in operation management.


b) Managing Director 2, Kar Yee, Ying


Key duties & responsibilities: Ying, the other owner of A&T Coffee who also acts as a
managing director together with James plays an important role in managing the
infrastructure and setting up a good environment for the customers in the café. She is
responsible in ensuring a safe and comfortable environment for the customers. She also
takes part in training the employees on how to serve the customers well. Besides that,
her responsibilities include her taking care of the staffs‟ welfare as well as the
customer‟s service. She is also in-charge in the hiring and firing of the employees.


Past experiences & educational background: Ying manages the company‟s
infrastructure because of her experience working in hospitality line for 15 years. During
her working life, she has worked as a general manager in Hilton hotel, Pj. Besides that,
she was also awarded with the employee of the year award twice. Ying graduated with
a Bachelor of International Hospitality Management from Auckland University of
Technology back in 1995.
c) Food Manager, Adam Faizal bin Mohammad


Key duties & responsibilities: Adam, who is A&T Coffee‟s key employee where he is
put in-charge of the company‟s food section. His job requires him to create delicious
sandwiches, donuts, and cookies to meet the customers‟ satisfaction so that they can
enjoy while having good coffee.

26

Past experiences & educational background: Adam used to work in Tommy Le Baker
at Jalan Ipoh for 5 years. With the experience he has, James and Ying are confident in
giving him the freedom that he wants to create something new and special in their
sandwiches, donuts and cookies. Adam graduated with diploma from Le Cordon Bleu
Malaysia in Sunway. He studied „Diploma De Commis Patissier‟ where it teaches him to
master the culinary art of developing creative skills in making good pastries.


Apart from that, A&T Coffee will soon hire a marketer and a financier so that they can
further expand the management team as well as the pool of expertise.

Board of Advisors


Since A&T Coffee is still a new venture where it still cannot afford additional
personnel, A&T Coffee ask a few people with specific skills such as marketing expertise,
financing expertise and public relation expertise to be in the board of advisory panel to help
plug competency gaps in the business. A&T Coffee‟s board will consist of advisors with
different backgrounds that will help guide the company development and success. A&T
Coffee‟s board of advisers will guide the company to achieve success in areas of three:
affordable, variety, and quality. 1% of equity share will be compensated to each of the
board member.


a) Marketing advisor, Lisa Surihani
Lisa Surihani, who works with secret recipe as their marketing director helps A&T Coffee
by giving advice on the company‟s marketing strategies. Besides, she also helps out in
identifying the necessary marketing mix to get the customers‟ attention. Her role does
not limit her to only market the company awareness but also the company‟s products
and services.


b) Financial advisor, Nageswary
Nageswary who is an accountant for Guardian helps A&T Coffee through advising the
company‟s financial matters as well as making appropriate recommendations on how the
company can utilize their money best.


c) Public Relation advisor, Lim Wei Xiang
Wei Xiang who is a public relation officer in Air Asia advices A&T Coffee on how to manage
their reputation as well as creating good and memorable reputation in customers‟ point of
view. He also helps to monitor A&T Coffee‟s publicity and finding out the expectations and
concerns of the company‟s stakeholders.



27

Company structure



28

Overall Schedule





















Gantt chart for A&T Coffee’s major events

The gantt chart in the above display the important events that is needed to launch A&T Coffee. The
business progress are divided into 3 years operation plan where it lists down the first year events
more in-detail for the first six months following up with the second year and third year ‘s major
events. In the first year of operation, progress like A&T Coffee company will be incorporated as
First year of operation Second
year
Third
year
Months
Progress
1 2 3 4 5 6

 A&T Coffee incorporated
 Copyrights filled
 Prototypes created

 Shop lot rented
 Funds obtained
 Distribution of flyers

 Use online social media
outreach
 Introduction of food

 Expand to upper floor
 Quality improvement

 Introduction of fruit juice
 Premium coffee beans
introduced

 Food promotions
 Facility improvement
 Marketing plan implemented

 Increase profit by controlling
costs, sales&promotions,
and finding investors

29

well as the copyrights and prototypes issues will be taken care of. In the second month, shop lot
beside E-News will be rented and the funds from personal sources, family loans as well as other
financial loans will be obtained to carry out the business. Flyers will also be distributed to create the
awareness for the company. In the third month of operation, A&T Coffee will use social media
platform such as facebook, instagram, twitter and youtube to create more awareness of A&T Coffee.
In the same month, food such as spaghetti and nasi lemak will also be introduced to the menu. In the
fourth month, A&T Coffee will be expanded to the upper floor of its current location to expand the
customer base. Quality improvement on the sandwiches, cookies and donuts will be carried out to
futher enhance the taste. A limited range of fruit juice will be introduced in the month five to target
the customers who do not drink coffee. Premium coffee bean selection which is Arabica coffee beans
is also introduced in the same month. In the sixth month, food promotions like combos to offer
customers a cheaper range of the products. In the second year of operation, A&T Coffee will focus
on improving the facilities as well as implementing the new marketing plan such as expanding their
product range to give more variety to customers for the year two of operation. A&T Coffee plans to
increase their profit in their third year of operation through controlling their costs, sales and
promotions together with finding investors to invest in their company so that they have bigger modal
to expand their business.

30

Financial Projection

Financial Projection will discuss about the source of fund, pro –forma cash flow, income
statement, balance sheet and ratio analysis
Sources and uses of funds statement
Source of personal financing
 Personal Fund – Each founders contribute RM 10,000 personal fund saving from
their working life
 Family – Founders persuade their family members successfully with business
manners, manage to get a total RM 5,000 in a form of loan with promissory note
provided.
 Bootstrapping – buy second hand unit of POS system, buy equipment and furniture
through online to get lower price compare to shop outlets. Saved approximately RM
3,000
Other source of funds
 OCBC business finance loan – RM50,000
Source of funds Amount
Personal fund RM 20,000
Family RM 5,000
Bootstrapping RM 3,000
Business finance loan RM 50,000
Total amount RM 78,000

General Assumption
 Assume a slow –growth throughout 3 years
 Assume that technology will not make equipment obsolete throughout 3 years
 Assume that growth rate of coffee industry remain or slightly increase throughout 3
years
 Assume that there are no local chain specialist coffee shop appears in next 3 years.


31

Pro-forma Income Statement
A&T Coffee inc
REVENUE 2013 2014 2015
Gross sales $650,000 $715,000 $765,050
Less sales returns and allowances 5,000 5,000 5,000
Net Sales $645,000 $710,000 $760,050

COST OF SALES
Beginning inventory $0 $10,000 $20,000
Plus goods purchased / manufactured 150,000 200,000 220,000
Total Goods Available $150,000 $210,000 $240,000
Less ending inventory 10,000 20,000 20,000
Total Cost of Goods Sold $140,000 $190,000 $220,000

Gross Profit (Loss) $505,000 $520,000 $540,050

OPERATING EXPENSES
Selling
Salaries and wages $324,000 $324,000 $324,000
Commissions 0 0 0
Advertising 3,000 1,000 1,000
Depreciation 700 700 1,000
Other 1,000 2,000 3,000
Total Selling Expenses $328,700 $327,700 $329,000

General/Administrative
Salaries and wages $0 $0 $0
Employee benefits 500 700 1,000
Payroll taxes 2,000 3,000 3,000
Insurance 6,636 6,636 6,636
Rent 84,000 84,000 84,000
Utilities 12,000 13,000 14,000
Depreciation & amortization 0 0 0
Office supplies 300 400 500
Travel & entertainment 500 500 500
Postage 0 0 0
Equipment maintenance & rental 1,000 1,000 1,500
Interest 9,060 9,060 9,060
Furniture & equipment 20,000 7,000 5,000
Total General/Administrative Expenses $135,996 $125,296 $125,196

Total Operating Expenses $464,696 $452,996 $454,196


Net Income Before Taxes $40,304 $67,004 $85,854
Taxes on income 500 700 1,000
Net Income After Taxes $39,804 $66,304 $84,854

Extraordinary gain or loss $0 $0 $0
Income tax on extraordinary gain 0 0 0

NET INCOME (LOSS) $39,804 $66,304 $84,854
32

Pro-forma Balance Sheet
A&T Coffee inc
ASSETS 2013 2014 2015
Current Assets
Cash $10,000 $12,000 $12,000
Net accounts receivable $5,000 $3,000 $4,000
Inventory $10,000 $20,000 $20,000
Temporary investment $0 $0 $0
Prepaid expenses $0 $0 $0
Total Current Assets $25,000 $35,000 $36,000

Fixed Assets
Long-term investments $0 $0 $0
Land $0 $0 $0
Buildings (net of depreciation) $0 $0 $0
Plant & equipment (net) $20,000 $25,000 $30,000
Furniture & fixtures (net) $40,000 $45,000 $60,000
Total Net Fixed Assets $60,000 $70,000 $90,000
TOTAL ASSETS $85,000 $105,000 $126,000

LIABILITIES
Current Liabilities
Accounts payable $7,000 $7,500 $8,000
Short-term notes $2,000 $2,000 $2,000
Current portion of long-term notes $1,000 $1,000 $1,000
Accruals & other payables $0 $0 $0
Total Current Liabilities $10,000 $10,500 $11,000

Long-term Liabilities
Mortgage $0 $0 $0
Other long-term liabilities $50,000 $42,000 $39,000
Total Long-term Liabilities $50,000 $42,000 $39,000

SHAREHOLDERS' EQUITY
Capital stock $0 $0 $0
Retained earnings $25,000 $52,500 $76,000
Total Shareholders' Equity $25,000 $52,500 $76,000
TOTAL LIABILITIES & EQUITY $85,000 $105,000 $126,000

33

Pro-forma Cash Flow

A&T Coffee Inc. Pro forma Cash
Flow
Cash flow from operations

Year 1 Year 2 Year 3
Cash Sales

$ 650,000 $ 715,000 $ 765,050
Additional Cash received
Increase in account payable

$ - $ 1,000 $ 2,000
Decrease in account receivable

$ - $ 1,000 $ 2,000
Subtraction Cash given
Increase in account receivable

$ - $ - $ -
Increase in inventory

$ 150,000 $ 200,000 $ 220,000
Net Cash Flow from Operations

$ 500,000 $ 517,000 $ 549,050
Cash flow from Investment

Equipment


$ 20,000

$ 15,000

$ 15,000
Net Cassh Flow from Investment


$ 20,000

$ 15,000

$ 15,000
Cash flow from Financing
Notes payable

$ 324,000 $ 324,000 $ 324,000
Repayment of borrowing

$ 9,300 $ 9,300 $ 9,300
Net Cash Flow from Financing

$ 333,300 $ 333,300 $ 333,300
Net increase cash to cash equivalents


$ 186,700 $ 198700

$ 230,750
Cash and cash equivalents, beginning
of year

$ - $ 10,000 $ 10,000
Cash and cash equivalents, end of
year

$ 186,700

$ 208,700

$ 240,750


34

Ratio Analysis

Year 1 Year 2 Year 3
Sales RM 650,000 RM 715,000 RM 765,050
Gross Profit margin 0.7769 0.7323 0.7105
Net profit margin 0.06123 0.09339 0.1116




0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
Sales Gross Profit margin Net Profit Margin
Year 1
Year 2
Year 3
35

Reference list



36

Appendix 1


37



38

Appendix 2

No. Beverage Price (RM)
8 oz. 12 oz. 16 oz.
Hot Beverages
1. Cappuccino RM 6.9 RM 7.9 RM 8.9
2. Flat white RM 6.9 RM 7.9 RM 8.9
3. Americano RM 6.9 RM 7.9 RM 8.9
4. Mocha RM 6.9 RM 7.9 RM 8.9
5. Latte RM 6.9 RM 7.9 RM 8.9
6. Espresso RM 6.9 RM 7.9 RM 8.9
7. Espresso Con Panna RM 6.9 RM 7.9 RM 8.9
8. Espresso Macchiato RM 6.9 RM 7.9 RM 8.9
9. Cinnamon Dolce Latte RM 6.9 RM 7.9 RM 8.9
10. Flavoured Latte RM 6.9 RM 7.9 RM 8.9
11. Salted Caramel Mocha RM 6.9 RM 7.9 RM 8.9
12. Vanilla Latte RM 6.9 RM 7.9 RM 8.9
13. Caramel Macchiato RM 6.9 RM 7.9 RM 8.9
14. Hazelnut Macchiato RM 6.9 RM 7.9 RM 8.9
15. Clover Brewed Coffee RM 6.9 RM 7.9 RM 8.9
16. Caffe Misto RM 6.9 RM 7.9 RM 8.9
17. Chocolate RM 6.9 RM 7.9 RM 8.9

Cold Beverages
1. Iced Latte RM 7.9 RM 8.9 RM 9.9
2. Iced Mocha RM 7.9 RM 8.9 RM 9.9
3. Iced Skinny Mocha RM 7.9 RM 8.9 RM 9.9
4. Iced Hazelnut Macchiato RM 7.9 RM 8.9 RM 9.9
5. Iced Flavoured Latte RM 7.9 RM 8.9 RM 9.9
6. Iced Cinnamon Dolce Latte RM 7.9 RM 8.9 RM 9.9
7. Iced Espresso RM 7.9 RM 8.9 RM 9.9
8. Iced Vanilla Latte RM 7.9 RM 8.9 RM 9.9
9. Iced Coffee RM 7.9 RM 8.9 RM 9.9
10. Iced Cappuccino RM 7.9 RM 8.9 RM 9.9
11. Iced Caffe Vanilla Frappuccino RM 7.9 RM 8.9 RM 9.9
12. Iced Skinny Flavoured Latte RM 7.9 RM 8.9 RM 9.9
13. Iced Cafeé Americano RM 7.9 RM 8.9 RM 9.9
14. Iced Chocolate RM 7.9 RM 8.9 RM 9.9
15. Mocha Frappe RM 7.9 RM 8.9 RM 9.9

Fruit Juice Smoothie
1. Mango Tango RM 7.9 RM 8.9 RM 9.9
2. Strawberry RM 7.9 RM 8.9 RM 9.9
3. Watermelon lychee RM 7.9 RM 8.9 RM 9.9
39



4. Banana lychee RM 7.9 RM 8.9 RM 9.9
No. Side dishes Price (RM)

Sandwiches (Toast / Non-Toast)
1. Ham & Cheese RM 4
2. Classic Chicken Salad RM 4
3. BBQ Chicken RM 4
4. Ham Salad with egg RM 4
5. Tuna Mayonnaise RM 4

Cookies
1. Chocolate chips and Chunks RM 2.5
2. Butterscotch Pecan RM 2.5
3. Peanut Butter Milk Chocolate RM 2.5
4. Oatmeal Raisin RM 2.5

Donuts
1. Original glazed RM 3.5
2. Glazed cinnamon RM 3.5
3. Chocolate iced custard filled RM 3.5
4. Chocolate iced with sprinkles RM 3.5
5. Cinnamon apple filled RM 3.5
6. Caramel crunch RM 3.5
7. Chocolate oreo RM 3.5
8. New York cheese RM 3.5
9. Lemon cream cheese with cherry icing RM 3.5
No. Food Price (RM)
Spaghetti
1. Spaghetti with meatballs RM 9
2. Spaghetti & mushrooms RM 9
3. Spaghetti & Italian sausages RM 9
4. Spaghetti with seafoods RM 9
5. Spaghetti Carbonara RM 9

Nasi Lemak
1. Nasi lemak original (Fried chicken) RM 9
2. Nasi lemak rendang RM 9
3. Nasi lemak sambal daging RM 9

Imported Can Drinks
1. Georgia RM 4
2. Folgers RM 4
3. Seattle RM 4
4. Moccono RM 4
40

Appendix 3
Alexander James
Email : [email protected]
Phone: 018 – 3535350
Address: No.15, Lorong 4/48E,
Jalan Padang, 46050 Petaling Jaya.
D.O.B./Age: 01 October 1976 (37 years old)
Nationality: American
Place of Birth: USA
Marital Status: Single
Career Objective
In search for an opportunity to open a coffee café as a managing director to manage the business development,
sales, and operations.

Summary of Qualifications
 Have 15 years of experience working as a procurement department officer in Unilever
 Possessed very good skills in engaging with customers
 Have in-depth knowledge about coffee

Relevant Skills
 Knows the right way to make coffee to taste good
 Ability to work efficiently and effectively
 Possesses strong leadership skills

Accomplishments
 Received the most visited number of views in his blog back in 2012.

Experience
Procurement Department Officer at Unilever (January 1997 – June 2013)
 Get involved in specialized projects as well as assignments when procurement matter is involved.
 Physical inventory process is assisted annually as required by the company


Education
 Bsc (Hons) Business Studies at KBU International College, August 1996 – December 1999.
 Diploma in Operation management at Inti International University and Colleges,
January 1994-March 1996
41


Kar Yee, Ying
Email : [email protected]
Phone: 012 - 3456789
Address: 11, Jalan Batu Tiga, Taman Eng Ann,
41150 Petaling Jaya.
D.O.B./Age: 25 November 1978 (35 years old)
Nationality: Malaysian
Place of Birth: Malaysia
Marital Status: Single
Career Objective
To act as a managing director to manage the new café business’s development and operations.
To search for a stimulating and challenging hospitality role in the food/beverage industry
where excellent interpersonal and leadership skills can be utilized in leading a team.

Work Experience
Hilton Hotel, Kuala Lumpur (July 1998 – July 2013)
General Hotel Manager
 Recruiting, monitoring and training staffs
 Dealing with customer complaints and issues
 Ensuring events and conferences run smoothly

Education
Bachelor of International Hospitality Management, Auckland University of Technology – 1997

Accomplishments
Awarded employee of the year twice ( 2000 & 2012)


42




Adam Faizal bin Mohammad
Email : [email protected]
Phone: 013- 3734568
Address: 19, Jalan Puteri, Lorong 12/15 , Bandar Puteri, 47100 Puchong.
D.O.B./Age: 18 January 1987 (26 years old)
Nationality: Malaysian
Place of Birth: Malaysia
Marital Status: Single
Career Objective
Looking for a position as a bakery manager with A&T Coffee where the experience and knowledge learnt can
be fully utilized.

Summary of Qualifications
 Possesses 5 years of experience working in the famous bakery in Ipoh
 Possessed very good skills in engaging with customers
 Able to bake in large scale with the knowledge of modern bakery equipment

Relevant Skills
 Excellent knowledge on baking and cooking dishes.
 Works well in a team
 Have good leadership skills

Experience
Tommy Le Baker, Jalan Ipoh ( February 2008- July 2013)
 Various of new recipes was developed for the icing and the cake
 Held responsible in baking the bakeries for the use of sales

Education
 Diploma De Commis Patissier – March 2005 – August 2007