CASE STUDY: COMPANY ANALYSIS

INAHISYAM ENTERPRISE

PRINCIPLES OF ENTREPRENEUSHIP (ENT530) : BUSINESS MODEL CANVAS

FACULTY & PROGRAMME : FACULTY OF BUSINESS AND MANAGEMENT &

BACHELOR OF BUSINESS ADMINISTRATION (HONS.) ISLAMIC BANKING (BA249)

SEMESTER :3

GROUP : ENT530X

PROJECT TITLE : BUSINESS MODEL CANVAS - INAHISYAM ENTERPRISE

LECTURER : MADAM SITI ZAITUN BINTI SADDAM

PREPARED BY :

NAME STUDENT ID
AHMAD ZAIM BIN ZAINAL 2021113275
IZZATUL AKMA BINTI ISMAIL 2021119381
NUR AISYAH BINTI YAACOB 2021131957
NUR AMIRUL HAFIIS BIN AZMAN 2021149713
NURFARAH HANIN BINTI PAUZI 2021113611
NUR FARAH ATIQAH BINTI NOR AZMAN 2021155805
TENGKU HARIZ SHAH BIN TENGKU HASNI SHAH 2021196565

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 ACKNOWLEDGEMENT

First and foremost, we would like to show our gratitude and thankful to Allah S.W.T. because of
His blessing, we had done such a wonderful task as one of the requirements that need to be
accomplish in the course work assessment for the code ENT 530. We would also like to thank our
beloved lecturer, Madam Siti Zaitun binti Saddam because she is such a great helper to us from
the start until end. Madam Siti Zaitun binti Saddam has given her guidance, advises and instruction
in order to do and complete this proposal. Apart from that, special thanks to our family and friends
in supporting us to complete this case study. In dealing with this assignment, we manage to become
more organize and mature in dealing with the owner business in gaining useful information during
our research. Alhamdulillah, after all the great works from all teammates, finally this case study is
complete. Thank you for our all classmates whom also help us in giving us the information when
needed. I apologize to all other unnamed person who helped us various ways to complete this
project. We believe that this case study will give spirit and innovative idea to encourage the local
community into the challenge business

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 TABLE OF CONTENT

PAGE

Title page …………………………………………………………………………………...….1

Acknowledgement ……………………………………………………………………...…...…..2

Table of content ……………………………………………………………………………...…..3

List of figures …..…………………………………………………………………………...….. 4

List of tables ………………………………………………………………………………...….. 5

Executive summary ……………………………………………………………..……………….6

1. INTRODUCTION
1.1 Background of study
1.2 Purpose of study

2. COMPANY INFORMATION
2.1 Background
2.2 Organizational Chart
2.3 Products/Services
2.4 Business, Marketing & Operational Strategy
2.5 Financial Performance

3. COMPANY ANALYSIS
3.1 Customer Segment
3.2 Value Proposition
3.3 Customer Relationship
3.4 Revenue Streams
3.5 Channel
3.6 Key Activities
3.7 Key Resources
3.8 Key Partners
3.9 Cost Structures

4. FINDINGS AND DISCUSSION

4.1 Findings
4.2 Discussion/Recommendation

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 5. CONCLUSION

6. REFERENCES

7. APPENDICES

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LIST OF FIGURES

Figure 1: Illustration of InaHisyam Enterprise’s Organizational Chart………………………......9

Figure 2: InaHisyam Enterprise’s Facebook Page………………………………………………30

Figure 3: Interview Session with Mrs Ina, founder of InaHisyam Enterprise…………………...31

LIST OF TABLE

Table 1: InaHisyam Enterprise’s Business Model Canvas………………………………………28

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 EXECUTIVE SUMMARY

InaHisyam Enterprise is a business which produces and sells various types of cakes, dessert and
catering. Madam Nor Zalina Binti Hasyim, a 37 years old, a wife and a mother of 4 children is the
owner of InaHisyam Enterprise since 2012. Before this, Madam Ina served sewing service.
Unfortunately, sewing services does not give Madam Ina a good profit from time to time. The
reason of InaHisyam Enterprise establishment is because of Madam Ina’s interest herself. This
home-based business is located in Puchong Selangor. The reason for choosing Puchong is because
this area is very strategic and less competitive. InaHisyam Enterprise’s group targets are those who
want to make a wedding ceremony, birthday surprise, charitable activities and more. For this
business, the target market is quite big. This is because most of people want the most delicious and
trendy food and cake such as Korean style cake, petit cake and more. Next, the marketing strategy
for this business is to produce the best quality of food with high quality ingredients. For business
product, the quality of the product is very important because it can attract the attention of
customers. Moreover, with providing the best quality of products, Madam Ina can easily get
regular customers and the number of customers will increase. For price, Madam Ina always give
affordable price for all customers. This company is a sole proprietorship company. Madam Ina
handles all of the production process by herself and her husband including suprise delivery. She
would be rather doing all by herself because she has been experienced on bad delivery surprise by
outsider runner which her customer’s cake was damaged badly. Overall, this business gave many
profits to Madam Ina’s business. Business plan is very important because it acts as a guideline for
our company operations. It really helps Madam Ina to generate income every month especially
during Movement Control Order (MCO). Many customers order from InaHisyam Enterprise since
they are not allowed to go out from their houses. Madam Ina hopes that InaHisyam Enterprise can
be a well-known business throughout the nation and able to serve a great service from time to time.

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1.0 INTRODUCTION

1.1 Background of study

Running a small or micro business is more complex than what people taught. In fact, it
is more complicated than managing an establish business. Lack of workers, money
management, increasing brand awareness and finding customers are few of the common
challenges that a small business had to face. The ability and the way entrepreneurs cope with
these problems are what makes them difference from the others. To understand better about
the unique issue faced by small business, one must go through a case study to know about the
details.

Hence, in this report, Inahisyam Enterprise will be our model for this case study. To get
a clear picture of the business, our group members have conducted an online interview with
the owner, Mrs. Nor Zalina Binti Hashim, through Google Meet on 20th October 2021. We
chose online interview as our methodology because it is the simplest yet efficient option
besides, as a safety precaution from Covid-19. The interview duration is around one and a
half hour, started from 8:30 p.m. to 10:00 p.m. During the interview, we have asked few
questions about personal information and business details. Each of us has also wrote down
the information and details we received from Mrs. Nor Zalina.

1.2 Purpose of study

The purpose of this study is to analyze the real issues faced by small business and how
they handled the issues. To be exact, this study was done to acquire adequate knowledge about
business and relate the theories to a practical situation. This study was written as a guide for
new start-up business to recognize the real-life situation of business to prepare a future
planning for their business.
In addition, this study also identifies the key components of Business Model Canvas
(BMC) found in Inahisyam Enterprise. The BMC contains nine components including key
partners, key activities, key resources, value propositions, customer relationships, channels,
customer segments, cost structure and revenue streams. These components are important to
interpret on how a company works.

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2. COMPANY INFORMATION

2.1 Company Background

The name of business is INAHISYAM ENTERPRISE; the owner of the business is Mrs Nor Zalina
Binti Hashim. She is from Negeri Sembilan and now she staying at Puchong, Selangor. Before
entering the current business, she had open a different business before which is sewing. She had
experience in the business from 2012 until now. The current business that she had is cake and
bakery business. The business not only sell cakes but also sell food catering in small quantity for
a family that had event such as open house or birthday party.

She had in mind that in the future she wants open a branch for her business. But for now she is
only handle her business in her house at Puchong. She also had sell the dessert and biscuit Raya
as her side business. At first when Mrs Zalina want open her business, she using her own savings
and made mortgage of her assets. Through that she able to use that as her modal to started her
business.

The reason why she started different business is she realized that many people at her area are good
at sewing and many has open their own business and it has become a great competition for her. So
Mrs Zalina try to made another opportunity and try a different business that not have open yet at
her area. To started her business bakery, she had learned bakery from YouTube and also attend
class for her to improve her skills and knowledge and make better cake from others.

She also attends some classes that held by government to teach about business for people who
needs to try open a small business at first before take more steps to achieve a bigger success in
business. Even her business is small enterprise but she had achieved a great success which the
order from customers not intermittently from she open her business until now.

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2.2 Company Organizational Structure

Company organizational structure for INAHISYAM ENTERPRISE is the high position is Mrs
Zalina as the owner of the business. Starting from cost, modal, planning, operation and also
distribution are made by Mrs Zalina, in other hand her husband helps the business which he is
doing the job of delivery the products to customers because Mrs Zalina did not have license of
transportation.

Other than that, she also had hire 9 to 15 people as the agents to do marketing and distribution of
products to the customers. Not only that, she also gave her recipe to the agent for them to make
the cake and biscuit themselves and sold it to the customers, after getting the payment the agent
will gave some portion of the sales to Mrs Zalina as part of sharing business. Majority of her agents
are staying at Negeri Sembilan and all the order are come from that area.

PUAN
ZALINA

AGENT 1 AGENT 2 AGENT 3 AGENT 4 AGENT 5 AGENT 6 AGENT 7 AGENT 8 AGENT 9

Figure 1: Illustration of Organizational Chart

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2.3 Product and Services

Inahisyam Enterprise sells variety of premium homemade cakes with an affordable price.
Most of the item that they sell is the latest and up-to-date design that will surely attract the
customers. There are various of order accepted for any events such as birthday celebration,
wedding ceremony, mini catering, and many more. The cakes must be placed order earlier for any
special celebration or event due to packed schedule of order. Not to mention that they also accept
any wording or topping that will requested by customers. Prices are vary among each other
according to different type of sizes, the weightage of the cake, and the amount of topping used
above or inside it. Besides that, the main product as well as the cakes are baked daily and fresh
from oven whenever the orders is received. Inahisyam Enterprise’s products also comes with ready
stock item when they overbaked it for their regular customer. The raw materials that used by
Inahisyam Enterprise is premium and high quality that makes the product became delicious and
supreme.

Moved on to the next part, which is the services. Inahisyam Enterprise also provide a
surprise delivery business as an addition from their main business, which is premium homemade
cakes. Basically, these services are usually for those who wants to give a surprise for their loved
one during any specialty occasion such as birthday or on their special exact day and time. The
surprise box delivery contains variety of chocolates and roses. It also comes with the balloon to
make the outcome impressive. Other than that, the most famous and trending surprise nowadays
is a set of bouquet that consist money is also available for sale. It comes with the name and wishes
along the bouquet. The products will be delivered by her husband itself. Since the cakes are
breakable and fragile, he must use a car to deliver it. A flexible delivery charge will be imposed to
the customer for those who are living outside Puchong area.

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2.4 Business, Marketing & Operational Strategy

Inahisyam Enterprise has been in the business since 2012, as the total up to 9 years until
today. First and foremost, they started a business from sewing the clothes until managed to sell
these premium homemade cakes as their source of income. It started when they lived in Petaling
Jaya during those old good days, until they moved to Taman Saujana Puchong, their latest place
to live right now. Basically, Inahisyam Enterprise is a business company under SME Category,
which is Small and Mid-Size Enterprise. It is a business that are non-subsidiary. It also independent
firms which employ fewer numbers of employees. Under this SMEs category, they are required to
registered with SSM or other equivalent bodies. As we can see, Inahisyam Enterprise is an entity
that has been registered with SSM with a registration number 201903296553 (003036204-H). The
registration was renewed in Shah Alam at 21 October 2021, and will expire until 24 th October
2023. Before 24th October 2023 onwards, the license must be renewed to avoid from any
misunderstanding or compound will be issued to us. They are subject to Business Registration Act
1956 that requires all SMEs to do so. The business are usually make a profit for the year unless
there is unlucky situation involved such as COVID-19 pandemic that makes all business potential
down unexpectedly.

Moved on to the exciting part, which is marketing. Marketing is an action for business to
promote and sell their products or services including advertising and market research. As for this
company, they promoted their various designs of cakes using Facebook page platform. It is the
easiest way to reach people or customer out there. Not to mention that they also promote the
products using their personal facebook. Sometimes, they used it for personal branding to attract
the customer. Besides that, they also use a platform given by Facebook which is public group such
as Warga Puchong, Warga Petaling Jaya and many more to enhance the eye of their customers to
buy it. Mostly, people will reach our posting easily when it comes to frequent update from sellers.
Copywriting also gives a huge impact to the people because when the caption is power and quality,
the trust issue can be overcome with success. The most important part when we do the marketing
part is trust. Lack of trust from customers will make our business collapsed. Other than that, Ina
Hisyam Enterprise also use a platform from Whatsapp which is status update. Usually, it will
attract the regular customer from their contacts. Out of the blue, an indirect marketing will be
posted through that kind of way. It is one of the best medium so far for people that will keep on

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eyeing on their products or services. In addition, Inahisyam Enterprise also joined an Usahawan
program to promote their brand. It’s one of the mode to enhance the branding all over the places.

An operational strategy is a set of decisions made by firms in order to put competitive

business strategies into action (Sarimah,2018). At the introductionary phase, Inahisyam Enterprise
only target their production only for family related, close friends and nearest neighbors at her
residential area. During those times, they are only dependent on the positive reviews from their
previous customers to get a new customer or in short it called as recommendation. Within that time
frame, she only gets to sell around 1 to 3 pieces of whole cake weekly. Due to that, Mrs. Ina started
going for entrepreneurial courses for Small Medium Entrepreneur (SMEs) made by government
such as Kursus Perniagaan Wanita by Wanita UMNO and Program Usahawan MARA for
improving her entrepreneurial skills especially in branding placement, social media marketing
strategy as well as business management.

Around 2019, Mrs. Ina started a Facebook page using name Inahisyam Enterprise for her
business. As for now, she uses social media likes Facebook and WhatsApp for their marketing
activities as her main operational strategy. She consistently makes a posting every day on the
Facebook page to build trust upon their customers. Inahisyam Enterprise Facebook page is
constantly updated with customer feedback and pictures of the cakes she has crafted uniquely
according to their customers’ preferences. On some days, Mrs. Ina will post a promotion
announcement to attract more customers. In addition, she as well posted her advertisement in
Facebook group that appropriate to market her business.

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2.5 Financial Achievements

The owner of Inahisyam Enterprise or we call her as Mrs. Ina. Mrs. Ina has a high spirit to
be successful in her business. As an evident, during the interview session she mention that “7 years
ago, when I started the business, I never qualify for any loan scheme that I applied to start my
business.” But that was not an obstacle for her. At that point, she very determined to trade her
jewelries for instant cash at a gold pawnshop. With that money, she bought her first oven, mixer,
utensils and stock up the first batch of raw materials. During the introductionary phase, she
managed to gain at average of sales about RM300.00 to RM400.00 per month.

At the present time, on average, Inahisyam Enterprise will received 3 to 5 pieces of whole
cake daily for various occasions such as birthday party and wedding event. The price for each cake
is between RM100.00 to RM300.00 depends on the complexity of the decoration asked by the
customers. While on Friday, Mrs. Ina frequently received food orders that accommodate up to 10
people ‘s portion. Roughly for now, Mrs. Ina successfully secure at average of RM4,000.00 per
month for sales. On the other hands, an average of RM800.00 are allocated for monthly’s
expenditure payment such as electricity bills payment and restocking raw materials. Occasionally,
during festive seasons which is Hari Raya Aidilfitri, she could achieve up to RM10,000.00 sales
just for a month.

Mrs. Ina consider the redemption of her jewelries from the pawnshop and the fact that she
has zero long-term liabilities for her business as the biggest financial achievements in her business
activity. Apart from that, the sales she made during festive month is another financial achievement
she cherishes and grateful throughout her business journey at the moment. This is because she had
not expected her home-based business activity to develop as quickly as it has.

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3.0 COMPANY ANALYSIS

3.1 Customer segment

All types of businesses need to practice this customer segmentation whether they sell online or in
a person. By collectingall the information and ends with an action on the information that has been
collected in using an effective and intelligent way. In customer segment, it tells us on how does
the seller segment his or her target market by location or demographic. It is important since it can
help the business to achieve its objectives. InaHisyam Enterprise uses two types of customer
segment in the business which are:

3.1.1 Residential Area

Madam Ina’s business location was surrounded by housing and office area and this makes
her business becomes more profitable since there is a lack of bakery and catering service.
Moreover, during first Movement Control Order (MCO) in Malaysia, InaHisyam Enterprise was
appointed to serve breakfast and lunch service for frontliners at Puchong. Moreover, Madam Ina’s
neighbours are also supportive where they help Madam Ina in promoting and give the best
feedback to others. This makes InaHisyam Enterprise being more trusted and confident in
continuing the business at Puchong.

3.1.2 Easily Accessible Road

Since there is a lot of new highway and new road at Puchong, Madam Ina does not worry
in handling delivery surprise by herself. Madam Ina and her husband has been experienced only 3
hours to delivery birthday surprise at Kelantan by using alternative way and accessible road from
Puchong.

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3.2 Value Proposition

A value proposition refers to the value of certain element in the business and it may be different
and unique whereby customers are attracting to buy the product. It is like a promises of deliver the
quality and quantity and satisfied the customers and bring the prove that why the customers should
by this product. A value proposition is part of a company's overall marketing strategy. The value
proposition provides a declaration of intent or a statement that introduces a company's brand to
consumers by telling them what the company stands for, how it operates, and why it deserves their
business.

INAHISYAM ENTERPRISE’s value of proposition are based on the design and the design of
cakes which is the main product of the business is based on what customers prefer and order. Not
only the cakes but other biscuit and dessert are also had good taste more than others product, she
said that is important to know what the customer wants before make it the final product of her
cakes to avoid any unsatisfied of the customers when they receive the cakes.

Moreover, she also had added the design of cake based on the trending style for example the cake
that have money inside it and the bouquet of money flower and chocolate as side product. She very
proud with the value that she inserts in her product. Definitely it will differentiate with other similar
product outside there. She also uses her skills and creativity to create various flavours of cakes
not the typical ones but more dynamic and fresh idea which actually make customers interest to
buy her cakes.

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3.3 Customer Relationship

Customer relationship is a type of relationship that a company may establish with specific
customer segments. It’s a relation between the business itself with customers and how they treat
them. Good customer relations may requires courtesy, effective response, and professionalism
towards each other.

3.3.1 Channel

The first one that applied by Inahisyam Enterprise to build the strong relationship between
their customer is by using a channel. Many various channel such as Facebook, Whatsapp,
Communities and many more. These are the key on how they get to know their customer directly
or indirectly while received the order. As long as the channel keeps wider, the more chances of
customer they will approach and the bonding will keep spreading. Most of the time, social media
will influence and give high chances to develop business when it comes to good advertising.

3.3.2 Marketing Communication

Inahisyam Enterprise also use variety of different marketing strategy to that focuses on any
way to communicate with it desired customers in general. It includes branding, direct marketing,
packaging, online presence, sales presentations, advertising and many more. Besides it, Ina
Hisyam Enterprise also uses several kind of sales promotion technique in order to come out with
the good engagement with their customers. For an instance, during any important or unforgettable
event, they will provide variety of promotion of combo box with the most reasonable price that
everyone afford.

3.3.3 Self-pickup and Delivery Service

In order to deliver the cake, they provide options to their customer wheather they want to
self pickup or delivery service. The customers can choose and make decision easily without having
a long excuses regarding it. It will make both parties easier. Unfortunately, the customer
relationship can be intertwined together along the way of delivery services. The benefits of these
kind of method is, they can build a strong relationship among the customers who always repeat
the order when they saw their neighbour or relatives who had purchased from Inahisyam

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Enterprise. While for the self pickup method, the regular customer who had often dealing with
them in buying the cakes will always go for this way.

3.4 Revenue Stream

Revenue stream under business model canvas is the amount of income generated or received from
each customer’s segments to the company. Its an important part when it comes to financial analysis
of the company to evaluate wheather our company’s revenue is worth or not to bear the expenses
incurred. The most greater amount of revenue received, the good performance of the business it
would be. The items under revenue stream for Ina Hisyam Enterprise includes product sales, agent
fees, and booking fees.

3.4.1 Product sales

Ina Hisyam Enterprise mostly sells the homemade homemade cakes from home and that is
their main source of income generated to their household family. It is a place where direct sales
and indirect sales occurred. For an instance, the monthly sales for a month is around RM5000. It
is the exact amount calculated for the cakes only, excluded the surprise delivery one. While for the
net profit, they earned RM3000 per month after deducting all the costs and expenses incurred to
bake a cake. The average amount of whole cakes per day is around 5 to 6. That one is not included
the side dish such as cookies and others additional foods. They also provide various ways to pay
the products such as online banking, cash on delivery or cash in hand. Usually, customer will pay
by cash instead of online banking. In other option, customer will prefer to use online banking
during these pandemic COVID-19 to avoid from any hand gestures among the sellers. They also
prefer the same way to remain the good hygiene among both parties since we cannot detect where
the virus come from. The most hectic orders are comes during Eid Mubarak. 600 boxes of
traditional cookies were sold. Price range per box is around RM23-RM28. Approximately of
RM15,000 they can earned during feast season.

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 3.4.2 Agent fees

Inahisyam Enterprise also have many agents in Klang Valley area. Basically, most of their
agents are close friend. But, they are also open for public to enhance the productivity of the
business. Agents are provided in selling the traditional and modern cookies during festive season
only. For instance, the agent from Seremban, Negeri Sembilan will be rewarded around RM 5 per
box as a commission for the old agent, while for the newcomers agent, they will be awarded RM
3 per box. Due to limited labours, Inahisyam Enterprise do not open or accept many agents at the
same time since she is the only one who baked or do from the beginning of the process until the
end. She only managed to do the list of orders while she is still able to bake it. For the agents who
achieved the target sales for a month, they will be rewarded with something beneficial from
Inahisyam Enterprise as well as gifts. Therefore, agent fees is one of the source of income that will
generate to the company itself.

3.4.3 Booking fees

Last but not least, Inahisyam Enterprise also received an income from booking fees that
will be paid from their customers in a large amount such as catering, wedding cake and many
more. Usually, booking fees or deposit of money will be collected from customer who is not
familiar or new customers. Deposit required is 50% of the full or exact amount of the orders for
all types of product or services. It is to ensure that the customers is not backout buyer or else. When
the deposit made, it is an agreement to both parties in the buying or selling the products. The seller
will make it happen while the customer will able to pay for the balance needed in order to receive
the actual product soon. Regarding for catering part, booking fees will be imposed before they
managed to send the items to the preferred or the destination location. These items will be an
income received to the company wherever there is booking made by the customers.

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3.5 Channel

Channel refers to the medium used to communicate and to reach potential customers in
order to deliver its value propositions. Selecting the right channel for a business is important as it
determines the way a business connect with its customers and to find the best combination of
networks. Basically, there are two types of channels which are owned channels and partner
channels. Owned channels refer to a place or platform where a business sells directly to their
customer or a channel that a business has complete control over such as physical store, company
website and social media. Meanwhile for partner channels, it includes reseller, retailer or agent
that partners with a business to market their products and services.

3.5.1. Social media

For Inahisyam Enterprise, they chose to use social media such as Facebook and WhatsApp
to connect with their customers. Since the business does not have a physical store, customers can
reach them via social media for order enquiries. Inahisyam will usually update about their daily
order, customer feedbacks and products teaser on these platforms to attract potential customer and
convince people about their business. Hence, using social media as the main channel for them to
market their products and services was a good move and important for them to raise awareness
about their business and provide post-purchase customer support.

3.5.2. Agent

The other channel used by Inahisyam to reach their customer is through agent. The role of
an agent is to become the middleman between the business and potential customers to assist with
the sale of goods and marketing. In this case, the business has recruited few agents from different
states to work with them in order to promote their products and entertain customers especially to
customers who live far away from the business location. This channel is absolutely helpful for the
business to spread their brand awareness across the country since they have many agents from
different state.

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3.5.3 Word of mouth

Besides social media and agent, Inahisyam Enterprise also depends on word of mouth to
deliver their value propositions. Known as one of the conventional or traditional marketing, word
of mouth is definitely good choice for a small business like them to help grow the business. By
providing a good quality product service and creating a good relationship with their previous
customers, the customers will definitely help the business by introducing the business to the people
around them and recommend the business’s products and services. In addition, the viral culture in
the society today will definitely enhance information and story to spread faster and wider. Hence,
this proves that word of mouth is still relevant and effective to be use as a channel for a business
to reach their target market.

3.6 Key Activities

Any tasks that a business engages in with the primary objective of making profit are considered as
key activities (Sarimah, 2018). For Inahisyam Enterprise, there are three main activities for a
sustainable business operation from time to time which are producing, dropshipping and
marketing.

3.6.1 Producing Cakes, Raya Biscuits and Taking Food Orders

Primarily, Inahisyam Enterprise is a home-based baker, that specialized in custom-made cake

decorations. They cater cake for various event such as birthday party, wedding ceremony, farewell
ceremony and many more according to the custom order by their customers. Apart from that,
ready-made cake such as Brownies Cake, Banana Cake and Marble Cake are always produced for
dropship agent.

Secondly, for seasonal production, they produce Raya Biscuits during Muslim festive
season which are Hari Raya Aidilfitri and Hari Raya Aidiladha. Almond London, Pineapple Tart
and Semperit are their seasonal production. Those biscuits have a high demand which are about
250 to 400 bottles, as for that they will prepare the biscuit two weeks earlier during the fasting
month in order to ensure enough quantity are made, for Raya.

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 Next, they are always available for taking custom food order from customer. Besides cakes
and biscuits, they are always open order for Malay’s dishes and delicacies for small group of
people. For example, fried rice, fried mee, fried mehoon, pulut kuning, nona manis, kuih lapis and
curry puffs.

3.6.2 Dropshipping

Back then, Inahisyam Enterprise do not have an official dropship activity, they only use
traditional method which is selling through close friends. However, this method occurring losses
due to envious mentality and behaviors by Mrs. Ina’s friends. Starting from that point, Mrs. Ina
started her official dropshipping team. She recruits new agent through Facebook advertisement.
As for now, there are total of 10 people as her loyal dropship agents. They were given a lower
price and will get extra incentive when they achieved a certain level of sale monthly. By doing
dropshipping, their sales have increasingly improved from previously as through dropship, they
are able to get new customer outside their current area.

3.6.3 Marketing

The only customer channel between Inahisyam Enterprise and their customers are via
social media marketing because they do not have any physical outlet yet for now. They are actively
on Facebook as Ina Hisyam and Inahisyam Enterprise Page. Not to forget, WhatsApp application
as medium for customers to place their orders. Customers and Inahisyam Enterprise are connected
through social media marketing activities, which are also excellent strategies to keep a
recognizable business activity by customers at all times and attracted new customers to trust the
business.

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3.7 Key Resources

The key resources section contains a list of assets that a business would require to offer the business
value proposition to their market segment successfully (Sarimah,2018). There are four
classification of items that are essential for Inahisyam Enterprise ‘s business activity which are the
internet, raw materials, utensils and machineries, last but not least are manpower.

3.7.1 Internet

The internet is most important resources for a home-based business that operates only via
online platform such Inahisyam Enterprise. Become dependent mainly with the internet sometime
has a risk. Recently on 4th October 2021, an outage for Facebook, WhatsApp and Instagram causes
an impact that was unavoidably felt by small business owner (Meera, 2021). Engagement and
traffic fall, decrease in sales to one-fourth and delayed in messaging are some of the impacts
towards online based business owners. As a result, businesses like Inahisyam Enterprise must
constantly seek out new business prospects in order to thrive and expand in the coming years.

3.7.2 Raw Materials

There are various raw materials needed such as flour, eggs, sugar, margarine, essence
vanilla, food colorings and many more. The raw materials are restocked monthly to ensure a high-
quality of ingredients. Other than that, a practical packing storage such as boxes, plastic containers
and plastic bags are important for Inahisyam Enterprise to ensure the cakes are in good conditions
once delivered to customers. On average, Inahisyam Enterprise allocated RM800.00 monthly for
raw materials.

3.7.3 Utensils and Appliances

Inahisyam Enterprise is still using domestic appliances. Currently, they owned total of
three domestic ovens, two mixers and two refrigerators that specially use for the business. A
domestic appliance is better than industrial appliances for them as they only operate at home,
domestic appliances will save more on electricity bill payment for them.

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 3.7.4 Manpower

Manpower is the most important resources needed for Inahisyam Enterprise seeing that
Mrs. Ina is the only baker for all of production from cakes, biscuits and custom food orders.
Currently, they have ten people as dropship agent and only one person for delivery man. A shortage
in manpower especially in delivery process can cause a pressure towards Mrs. Ina and disrupted
the baking process. Hiring a helper is a bit difficult for Mrs. Ina as they only operated at home, it
can cause a slight discomfort for the family’s members. However, Mrs. Ina manage to endure it
until now for seven years as she has developed a better system to manage all of the orders she
received on time.

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3.8 KEY PARTNERS

The partnerships you have with other businesses, governments, or non-profit organisations that
assist your business model operate are known as key partners. These might be your company's ties
with its suppliers, manufacturers, commercial partners, and so on. These relationships that you will
certainly form will be significant elements that will assist your company prosper in areas where
you would be inefficient to do things on your own. The wholesale store and packaging supplier
are the first major partners for Inahisyam Enterprise.

3.8.1 Wholesale Store

This would be the bakery’s largest partnership, since they would want to identify the finest food
suppliers for their needs to maintain a particular level of food quality while also maintaining their
targeted profit margins. This bakery bought all raw ingredients such as eggs, flour, butter, milk,
and other ingredients from the wholesale store so that they can take advantage of the wholesale
price.

3.8.2 Packaging Supplier

Different types of packaging are needed for bakery businesses such as boxes and containers to
store the finished products. Good quality packaging is important as it protects goods from damages
and maintain the value of the products. Good packaging can increase the image value as it will be
presentable to customers.

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3.9 COST STRUCTURE

The term "cost structure" refers to the costs and expenses that our company will incur while
operating. Rental, utilities, cost of machinery, cost of maintenance, and raw materials are some of
the cost structures that have been highlighted on how we will generate income from our clients.

3.9.1 Transportation Cost

We incur transportation costs because we offer our customers a pick-up and delivery option for
their cakes. The cost of transportation includes the cost of gas and parking for our car while
performing the pick-up and delivery services. Because of the distance between our outlet and the
clients' residence, transportation costs may vary. In addition, we hired a runner for delivery

3.9.2 Utility

When we pay bills for our business, such as electricity/water bills, phone bills, and internet bills,
we produce utility costs. The utility bill may be the same or different every month, depending on
how much energy and water we use in the process of making our cake.

3.9.3 Raw material

When we buy the components we require from our suppliers, such as wheat and eggs, to make our
cakes and cookies, we incur raw material costs. The cost of raw materials may be consistent month
to month, or it may vary due to fluctuations in raw material usage.

3.9.4 Machinery

When we buy baking ovens, mixers, and other machines to make cakes and cookies, we incur
machinery costs. We purchased a high-quality machine to ensure that there will be no defects
during the services and that the machine's lifetime uses would be extended, rather than purchasing
a low-quality machine with a shorter lifetime use and the possibility of a defect occurring during
the services.

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4.0 FINDINGS AND DISCUSSION
4.1 Findings

The difficulties encountered in this industry There is a lot of competition in this industry. As a
result, it was tough for us to obtain consumers at the start of our business. Also, at the start of the
business, we didn't have enough machines to generate a large number of cakes, thus making a cake
took a long time. Next, as a person who is just starting a business, there are many things that must
be learned in order to run a successful business, such as money management, marketing expertise,
and so on. Finally, in today's world, businesses must keep up with the current trends in order to
attract customers. As a result, our business needs to be aware of current trends in order to ensure
its long-term viability.

4.2 Discussion/Recommendation

To overcome the difficulties we experienced, we began our business by selling our cakes to family
and close friends in order to acquire trust and demonstrate our ability. Following that, we expanded
our business by selling on the Facebook network. Furthermore, we ensure that the cake's taste and
the quality of our service are both excellent in order to attract the attention of a large number of
people. After that, we were able to acquire cash to purchase the tools and machines we needed to
ensure that we could handle a large number of requests smoothly. We attend business seminars,
marketing training, and other events to learn more about the business world. We learned how to
run a firm in a more organized and effective manner, including money management. Finally, we
stay on top of the current viral trends on social media in order to keep our business afloat in the
long run.

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5.0 CONCLUSION

To conclude, the Business Model Canvas (BMC) is a useful tool for businesses looking to develop
and expand a new product or reform existing business models and strategies. Each of the nine
components of the Business Model Canvas is critical to running a systematic and successful
business. If the business wants to offer a new product, it must be more innovative and original.
Meanwhile, if the business is delivering an existing product, it should come up with fresh features
and traits. As a result, the business model canvas will give an easy-to-use tool for creating your
business plan and strategy. They must fulfil all nine components of the business model canvas to
develop a successful business. This is because each component plays a significant part in the
creation of a successful business plan. To compete with other bakery business competitors, a
business structure and plan must always be built on the nine components, because any businesses
have they own strategy and unique advantages that may expand their business size and market.

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KEY KEY ACTIVITIES VALUE CUSTOMER CUSTOMER
PARTNERS PROPOSITION RELATIONSHIP SEGMENTS
 Producing
 Wholesale Cakes, Raya  Halal  Channel  Residential
Store Biscuits and  Affordable  Marketing Area
 Packaging Taking Food and Communication  Easily
Supplier Orders Delicious  Self-pickup and Accessible
 Dropshipping Products Delivery Road
 Marketing  Customizable Service
Designs
KEY  Trendy Cake CHANNELS
RESOURCES Designs
 Agent
 Internet  Social Media
 Utensils and  Word of Mouth
Appliances
 Raw
Materials
 Manpower
COST STRUCTURES REVENUE STREAMS

 Transportation Cost  Product Sales

 Utility  Agent Fees
 Raw Materials  Booking Fees
 Machinery

Table 1: InsHisyam Enterprise’s Business Model Canvas

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6.0 REFERENCES

1. Sarimah H. A. S., Nurul, S. M., Sharida, Z. S., Mastura, M., & Cecilia, S. T. L. (2018).
Polytechnic Series Entrepreneurship 5th Edition. Oxford Fajar.

2. Meera, N. (2021). Small Business Owners Reveal Just How Much The Facebook Outage
Affected Them. Mashable SEA. Retrieved from https://sea.mashable.com/tech/17766/small-
business-owners-reveal-just-how-much-the-facebook-outage-affected-them

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7.0 APPENDICES

Figure 2: InaHisyam Enterprise’s Facebook Page

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 Figure 3: Interview Session with Mrs Ina, founder of InaHisyam Enterprise.

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