Universiti Teknologi Mara

PETS HOUSE

September 2011 January 2012

GROUP MEMBERS: NAZIHAH BT MOHD ZAID (2010861136) NOR AMIRA ADILA BT A.RAHMAN (2010877606) NURUL NADIAH BINTI AHMAD NAZRI (2010242168)

ENT 300 AC220 3H

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CONTENT 1.0 INTRODUCTION 1.1 Executive Summary 1.2 Purpose 1.3 Business Background 1.4 Owners Background 5 5 6 6 8

2.0 ADMINISTRATION PLAN 2.1 Organizational Chart 2.2 Lists of Administrative Personnel 2.3 Schedule of Tasks and Responsibilities 2.4 Schedule of Remuneration 2.5 List of Office Equipment and Supplies 2.6 Administration Budget

9 10 11 11 12 12 13

3.0 MARKETING PLAN 3.1 Profile of Services 3.2 Target Market 3.3 Market Size 3.4 Competition 3.5 Market Share 3.6 Sales Forecast 3.7 Marketing Strategies 3.8 Marketing Budget

13 14 15 16 18 19 20 21 24

4.0 OPERATIONAL PLAN 4.1 Operational Process 4.2 Process Flow Chart 4.3 Capacity planning 4.4 Lists of Equipment 4.5 Layout Plan of Operational and Office 4.6 Overhead Budget 25 26 27 28 28 29

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5.0 FINANCIAL PLAN 5.1 Project Implementation Cost 5.2 Sources of Financing 5.3 Table of Depreciation 5.4 Loan Amortization Schedule 5.5 Hire Purchase Repayment 5.6 Cash Flow Pro Forma 5.7 Profit and Loss Pro Forma 5.8 Balance Sheet Pro Forma

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1.0 INTRODUCTION We are planning to form a partnership business which consists of three partners. We decided to provide services for pets and pets owner to make their life easier in handling the pets. The name of our company is PETS HOUSE. It shows that our highest priority is to give genuine care and comfort our patient and pet resort guest so that they feel like home. PETS HOUSE is located at a shop lot in Saujana Impian, Kajang. The business will start the fully operation on 1st Jan 2012.

1.1 EXECUTIVE SUMMARY PETS HOUSE is a full service animal facility dedicated to consistently providing high customer satisfaction by rendering excellent services, quality pet care, and furnishing a fun, clean, enjoyable atmosphere at an acceptable price. We will maintain a friendly creative work environment which respects diversity, ideas, and hard work. The timing is right for starting this new venture. Animals are playing a large role in our lives, and working people are choosing to provide them with a good life. Loving families with active pets and an active conscience are in search of better lives for their pets and peace of minds for themselves, causing busy animal lovers to flock to an ever-growing number of animal day care facilities across the nation. For customer convenience, in addition to day care, PETS HOUSE will include overnight care, wash your own pets, pets grooming, animal wellness, pet portraits, gift and pet specialty product, all in one facility. To achieve our objectives, PETS HOUSE is seeking RM 230,000. This amount did not include the money received from entrepreneur fund from Bank Negara Malaysia under Entrepreneur Fund Scheme amount RM 100,000 and all the partner contribution of RM 80,000. This loan will be paid back from the cash flow of the business within seven years, collateralized by the assets of the company, backed by personal integrity, experience and a contractual guarantee from the owner. Start up cost will be used to purchase fixed asset of RM 100,000. The remainder will be used for supplies, advertising, and cash on hand.

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1.2 PURPOSE The business plan is specially prepared for bankers and suppliers to convince them about our business in order to raise capital and obtain support for the venture. The purpose of the business plan is to seek for a business loan of RM120, 000 in order to launch the operation of our business PETS HOUSE. The PETS HOUSE start-up cost will be approximately RM300, 000 which will include the rent of the shop lot, buying the assets and other expenses associated with the opening of the business. The assets needed to run the business are animal cages, pets spa equipments, medical equipments, accessories, and animals food. The other alternative to raise fund is by the help from the government agencies such as Bank Kerjasama Rakyat Malaysia which offered Youth Business Scheme. Bank Negara in addition also offered a scheme called New Entrepreneurs Fund 2. The aim the scheme is offered to help the new entrepreneurs to start the business either a new business or develop an existing one. All the amount of loan borrowed will be settle down within 7 years time.

1.3 COMPANY BACKGROUND Our main service is to provide personal service in beautiful surrounding to ensure that the PETS HOUSE is your pets home. Our company is planning to offer variety types of services such as pets care, sales and provide animals equipment, treatment, provide services from the veterinarians and pets spa. All the service is only offer to several types of animals like cats, dogs, sugar gliders, rabbits, hamster, and tortoise. We choose to provide the service to this group of animals because this group of animals are the most preferable pets among the pet lovers in Malaysia. This decision also takes into the consideration of result from a survey made by us toward residential area nearby.

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As a new company in this industry, we chose to form a business in the form of partnership. This is because this form of business is easy to set u a few formalities and easier to secure financial assistance from financial institution compared to sole proprietorship. There are several advantages to form a business in partnership such as equity can be increase through enlisting additional partners. Second, business risk can be reduced and distributed among partner and the third is in case of losses, each partner will share the burden equally according to the capital contributed in the business. In addition, a lot of ideas, talents, and skills can be pooled together for better management and the responsibility of managing and handling the business can be divided equally among partners. Our companys strengths are, we are providing more variety of new services to pets and pets owners compare to our competitors in this industry. The introduction of some new services such as the delivery of pets if the owner did not have time to come and take the pets and we will be collaborated with the veterinarians from the government hospital that will help us in managing the pets. Moreover, our company is located at a strategic area where many residential area nearby. These will attract the pets owner to choose us to handle their pets as they do not have to go far to get treatment for their pets. Other strength is, we are linked to several government agencies which are related to our business. These will help us in managing our business so that the business is running smoothly. Our weakness is, we are maybe affected by some bad issues that occurred recently like the PET KNODE issue. This issue will make the pets owner be aware to send their pets to our shop to get treatment. To overcome this issue, we will give free treatment or services to 50 first customers that come to our shop. By doing this, customers can value our service through what they are experienced during receiving the service from us. As the result, we might get good perception from our potential customers. Another issue is, to employ employees that have experienced in handling pets and lacking of pets care skill. To overcome this problem, the employees employed will be sent for training regarding to pets care and so on. When the employees have the knowledge on how to handle the pets at the shop, these will result in efficiency.

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1.4 OWNERS BACKGROUND This company is set up by three partners. Below are the details of the three partners. Name Age Address Ayu Sarah binti Roslan. 28 years old. No 28, Jalan Galaxy, Taman Perumahan Kuching, Kajang, Selangor. Telephone No Status Relevant Qualification 010 4467000. Married. Graduated from Putra University of Malaysia (Bachelor In Veterinary). Working Experienced Currently work as veterinarian at Hospital Kajang.

Name Age Address Telephone No Status Relevant Qualification

Nora Elena binti Jason Abdullah. 27 years old. 4B-08-57,Green Condominium, Petaling Jaya,Selangor. 017- 3663663. Single. Graduated from MARA University of Technology (Bachelor in Business Administration).

Working Experienced

Worked as Marketing Executive at AEON BHD.

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Name Age Address Telephone No Status Relevant Qualification

Hannah Irwan. 25 years old. 2-3-4, Riana East Condo, Wangsa Melawati, Kuala Lumpur. 013 3369312. Single. Graduated from MARA University of Technology (UiTM) (Bachelor in Accounting). Post Graduate Student at National University of Malaysia (Master in Business Administration).

Working Experienced

Currently work with Maybank Bhd.

2.0 ADMINISTRATION PLAN As a pets care centre we also have our own mission and vision that we must to achieve during run the business. 2.0.1 Mission The mission of Pets House is to provide genuine care and comfort of our customers .We exist to attract and maintains customers as well as 10% in 3 years. When we adhere to this maximum, everything else will fall into place. Our services will exceed the expectation of our customers and give services at reasonable price. 2.0.2 Vision To be among the highest quality pets care centre in Kajang within 8 years and have a branch for every state in Malaysia for the next 20 years. 2.0.3 Objective To create superior value with customers and image in first 3 years. To develop sustainable, profitable start-up business.

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2.1 ORGANIZATIONAL CHART

MANAGER

ADMINISTRATIVE MANAGER

MARKETING MANAGER

OPERATION MANAGER

FINANCIAL MANAGER

VETERINARIAN

VETERINARIAN ASSISTANT

SHOP ASSISTANT

CLEANER

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2.3 LISTS OF ADMINISTRATIVE PERSONNEL

POSITION Manager Administrative Manager Marketing Manager Operation Manager Financial Manager Veterinarian Veterinarian Assistant Shop Assistant

NO. OF STAFF 1 1 1 1 1 1 1 2 2

Cleaner *Operation hour at 10 am 9 pm (Monday to Friday) 10 am 5 pm (Saturday to Sunday)

2.4 SCHEDULE OF TASK AND RESPOSIBILITIES POSITION Manager Administration Manager TASKS AND RESPONSIBILITIES To plan, implement and control the overall management of the business. To plan monitor the strategic progress of the business. To be accountable for the overall performance of the business. Recruit worker Arrange the worker line and do specification duties for worker due to their position. Make task schedule for staff To plan strategic marketing Control the service process To prepare financial statement and express opinion Do health checking on pets that is left overnight Help the veterinarian to do her duties Refill the stocks to be sold Make sure the shop in clean condition

Marketing Manager Operation Manager Financial Manager Veterinarian Veterinarian Assistant Shop Assistant Cleaner

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2.5 SCHEDULE OF REMUNERATION

POSITION

NO

MONTHLY SALARY (RM) 3000 2000 2000 2000 2000 1200 700 1400 1100

EPF 11% (RM) 330 220 220 220 220 132 77 154 121

SOCSO 2% (RM) 60 40 40 40 40 24 14 28 22

TOTAL AMOUNT (RM) 3390 2260 2260 2260 2260 1356 791 1582 1243

Manager Administrative Manager Marketing Manager Operation Manager Financial Manager Veterinarian Veterinarian Assistant Shop Assistant Cleaner

1 1 1 1 1 1 1 2 2

2.6 LISTS OF OFFICE EQUIPMENTS AND SUPPLIES

Items Computer Stationery Telephone

Quantity 1 1 set 1

Price/Unit (RM) 3000 60 40

Total (RM) 3000 60 40

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2.7 ADMINISTRATION BUDGET Items Land & Building Furniture Fixtures & Fitting Equipment Salary ( EPF & SOCSO) Rent Utilities Office Supplies Business Registration Business Licence TOTAL 318000 4450 Fixed Asset (RM) 230000 80000 5000 3000 1450 2400 500 100 2000 5000 6000 Monthly Expenses (RM) Other Expenses (RM)

3.0 MARKETING PLAN Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods, services, and ideas to create exchanges with targets groups that satisfy customer and organizational objectives. Before we sell the product or services, we need to study the basic needs and wants of customers. It is because the main objective of marketing concept is customer satisfying. To satisfy the customers, the good should be easy to get on the time when it is needed. Besides, the price should be reasonable. If not, sales will be decrease and not expand. The major concept of our company is to sell the effectiveness and also to satisfy needs and wants by customer as well as contributing towards profit for the business. The major function of these marketing plan are buying, selling, transportation, storing, grading, financing risk, and gathering information on the customers needs.

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3.1 PROFILE OF THE SERVICES OFFER General Services i. ii. Day care provided only during the office hour Overnight care leave your pets as long as necessary for 24 hour care and attention iii. iv. Gift shop provide specialty pet- related gifts Wash your own pet provide tubs, brushed, safe shampoo, dryer, apron for client who bring their pets in to wash. v. Pet portraits On- site portrait opportunities.

Medical Services i. ii. iii. iv. v. General Treatment Breeder and Mating services Urine analysis Dental services General treatment

Pets Food and Accessories i. ii. iii. iv. v. Basic food Friskies, Wellpets, Pedigree, Alex, Ono Healthy food - Regal or Premium Edge Supplement - Blackwood, Cat Eyes, oxbow, 8 in 1 rabbit vita Collar, leash Toys

Pet Fashion Boutique i. ii. iii. iv. v. T- shirt, dress, Hood and Shoes and stocking Jackets and coats Shoes and stocking Carrier/ porch

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Professional Grooming and Spa i. ii. iii. iv. Brushing and bathing Trim and styling Pet massage Spa treatment and service (aromatherapy, hydro-massage, doggy facial, fur colouring, pet pawdicure, teeth brushing, doggy workout) v. Pets skin consultation Pet Wellness i. Dogs and cats training

3.2 TARGET MARKET We will not be successful waiting for the customer to come to us. Instead, we must focus on the specific target market segments whose needs match our offering. Focusing on targeted segments is the key for our future. We are targeting based on four basis of segmentation which are demographic, geographic, psychographic, and behavioural. Demographic : Our target market consists of pets owner that have the financial capabilities to care for their pets in an elaborate manner. Most will be from double income homes with high profile jobs that require an extensive amount of time away from the home. Our target market consists of men and female primarily between the ages of 35 and 65. They live in the upscale suburbs surroundings the metropolitan area. Our market segment customers will lead a lifestyle in which their pets play a large part and these pets are often seen as children by their owners

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Geographic : We have chosen our target market because they own the pets and have the ability to afford a service. We are aware that our service is an extra in life, not a necessity. We anticipate and expect to cater to the upper- class citizen within our geographical area. We chose this group because they are most likely to have pets who would consider a member of the family. Considering the rise in income and population, coupled with the increased spending for pet-related item and services, the demand for pet services can only increase. Psychographic : Our company target is depends on the personality of our customers whether he or she likes to have pets or not. This is important because if less people like to have pets, we will incur loss for this business.

3.3 MARKET SIZE Our market size at the beginning is situated at Saujana Impian Kajang, Selangor Darul Ehsan. The location of the business is near to the city. The great decision in choosing the locations is for customers convenient to obtain the services from us especially for customer around Kajang, Cheras and Bangi. We divided our customer into 3 categories. There are local people, small retailer, and people out of Kuala Lumpur. We make assumption that local people will demand for services compared to small retailer and people out of Kuala Lumpur that will demand for more other services provided. The calculation of our market size is based on the following:

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Market Segment Local People Small Retailer

Location In the area of Kajang. In the area of Kajang. Out of Kuala Lumpur and Selangor.

People Out of Kuala Lumpur

Out of Kuala Lumpur and Selangor.

1. Local People: -Number of Local People per month: 55 -Amount Spend For Each People: RM 450 -Market Size: RM 24,750

2. Small Retailers: - Number of Small Retailer per month: 35 -Amount Spend For Small Retailer: RM 550 -Market Size: RM 19,250

3. People Out of Kuala Lumpur And Selangor: - Number of Local People per month: 30 -Amount Spend For Each People: 400 -Market Size: RM 12,000

Total Market Size: = RM 24,750 + RM 19,250 + RM 12,000 = RM 56,000

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3.4 COMPETITION ADDRESS Chong And Wong Enterprise. 16A, Jalan 1/7, Bandar Teknologi Kajang, 43500, Semenyih, Selangor. WEAKNESSES Too expensive. Not strategic location. Near to junk yard. STRENGTH Establish company. Have many branches. Good infrastructures.

Everise Veterinary Clinic. 16, Jalan KP1/3, Kajang Prima, 43000 Kajang, Selangor.

Too expensive. Live stocks do not properly taken care.

Have many loyal customers.

Offer variety of services.

Parking problems. -

Good in managing the company.

Reliance Veterinary Clinic & Surgery. No. 8, Jalan Seksyen 1/18, Taman Kajang Utama, 43000 Kajang Selangor.

Staff did not have knowledge in pets care.

Have many branches.

The shops look attractive.

Parking problems. Limited services provided. -

Strategic location.

ST. Angel Animal Medical Centre (Kajang Sdn Bhd).

Not strategic location.

Establish company. No parking problem.

Too expensive. The premise didnt look attractive.

No. 20, Jln Desa Bunga Raya, Desa Bunga Raya 43000 Kajang Selangor.

High quality of services.

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3.5 MARKET SHARE No. Name And Address Of The Business. Before Entering The Market (per month). % 1 Chong And Wong Enterprise. 16A, Jalan 1/7, Bandar Teknologi Kajang, 43500, Semenyih, Selangor. 2 Everise Veterinary Clinic. 16, Jalan KP1/3, Kajang Prima, 43000 Kajang, Selangor. Reliance Veterinary Clinic & Surgery. No. 8, Jalan Seksyen 1/18, Taman Kajang Utama, 43000 Kajang Selangor. 20 11,200 18 10,080 35 19,600 33 18,480 RM % RM After Entering The Market ( per month).

20

11,200

14

7,840

ST. Angel Animal Medical Centre (Kajang Sdn Bhd). No. 20, Jln Desa Bunga Raya, Desa Bunga Raya 43000 Kajang Selangor. 25 14,000 21 11,760

Pets House, 16, Jalan Impian Perdana 1, Saujana Impian, 43000 Kajang, Selangor. 14 7,840

TOTAL

100

56,000

100

56,000

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3.6 SALES FORECAST Estimates Sales Of The Pets House For The Year 2012. MONTH ESTIMATES SALES (RM)

January

56000

February

76230

March

78900

April

78900

May

86980

June

83456

July

85732

August

81900

September

93210

October

78900

November

75347

December

88900

Total

961455

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ESTIMATES SALES OF PETS HOUSE FOR THE SECOND AND THE THIRD YEAR (2013, 2014)

Estimated sales for the year 2013

Increase by 20%* RM 1,153,746

Estimated sales for the year 2014

Increased by 35%* RM 1,298,654

*based on the first year sales

3.7 MARKETING STRATEGIES Our marketing strategy is a simple one: satisfied customers are our best marketing tool. When a customer leaves our business with a happy pet knowing that it has a fulfilled day, our name and service will stand on its own.

3.7.1 SERVICES STRATEGIES Offer several multiples services, 24 hour care and customers convenient at one location. All the customers will be treated equally Emphasize the customers satisfaction

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3.7.2 PRICING STRATEGIES Pricing varies on the size of the pets, condition of the cost, behaviour of the pets, and service desired. Exception are made for the elderly, behaviorly challenged, disabled or other pets that may become overly stressed while being groomed. PET HOUSE will be priced at the upper edge of what the market will bear, competing with similar types of services in the area. Competitive and affordable Below are the price guidelines for pets of average size and behaviour, groomed on a regular basis.

CATS

LARGE DOGS (50 90 lb)

RM 45 Bath/ Brushout / standard lion RM 55 Bathing shorthair clip if desired. RM 65 bathing long hair RM 75 clipping RM 80 + extra styling breeeds

SMALL DOGS (up to 20 lb)

EXTRA LARGE DOGS

RM 40 bathing

RM 55 minimum shorthair

RM 45 clipping

RM 70 minimum longhair bath

RM 50 extra styling breeds

RM 90 minimum heavy coat breeds

MEDIUM DOGS

RM 45 bathing

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RM 55 clipping

RM 65 + extra styling breeds

3.7.3 DISTRIBUTION STRATEGIES We are providing our services directly to our customers in our shop This will make us more focus on customers demand

sellers

customer

sellers

small retailer

3.7.4 PROMOTIONAL STRATEGIES We will host a open house with a business card drawing for one free service. We will offer discount after a specified number of visits for the six months to establish a client base. For examples a. 10 times wash your pets = one free day care visits gift certificate b. 10 times day care visits = one free overnight visit gift certificate c. 10 times overnight visit = one free wash your own gift certificate d. Giving promotional item such as Frisbees, collar, mugs ,etc with our business logo imprinted to 3months loyal customers e. Multiples pets from the same family = family discount rate

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Our other promotional strategies are Signboard for premises Business cards provide business cards so that customers can easily can make appointment to get the services offer Advertising brochure distribute to large businesses for bulletin board, Offering 10% discount for a limited time to build a client base. Direct mail will be sent to registered pets owners in the Kajang area.. Brochure distribute to residential area nearby, National Zoo, local veterinarians, and suppliers Web page creation - platform for customers to know about our business.

3.8 MARKETING BUDGET Estimation of marketing expenses Item Transportation(motor vehicle) one-off payment Signboard (2 units) one-off payment Business card Promotional Item Advertising Brochure Brochure Total RM RM 26,000.00 RM 317.00 RM 153.90 RM 432.00 RM 250.00 RM 357.00 RM 27, 509.90

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4.0 OPERATIONAL PROCESS Pets House wants to set itself apart from other animal service facilities that may offer one or two types of services. The focus of Pets House is its day care and overnight care service. However, the services we provide will be above and beyond what our competitor can offer. We will offer wide range of services to the selected pets which are cat, dog, rabbit, hamster, sugar glider and tortoise. Services are as follows : 1. Day care. Customer can just walk-in our store and left their pets for us to care until they come back from work. For cats, dogs and rabbits, we will put the pet in a cage called house. Every house has a clean atmosphere and contains a toy so that pets will feel comfortable. Then, we will feed, wash, and groom the pet once a day. For other type of pets, we will monitor their food and cleans their cage. This service is only provided during the office hour. 2. Overnight care This service is provided for pets owners that need to leave their pets for a longer time due to reasons that cannot be avoid such as if they have to fly overseas or they do not want to bring along their pet for a long trip. Our shop gives them the services that they need. Customers can walk-in to our shop to discuss about the period of time they will be leaving their pets and then just give their pets to us. We will take good care of them. We will provide them a house and same as the day care service, we will feed, wash, groom and monitor the pet. We will accompany the pet for a walk if needed. For small typed pets, we will monitor their food and cleans their cages. 3. Wash your own pet This service is a unique service that we have. We provide a place and complete equipment for pets owners to wash their pets. 4. Pet portraits Pets owner who wishes to keep a perfect picture of their pet, Pets House is the place. We provide a experienced photographer to take the pictures.

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5. Medical treatment We will provide medical treatment for pets that is left for day care and overnight care and also for customer who wish to consult our veterinarian. 6. Gift shop and other products offered Customers can get the variety of gift from out shop and ask our staff about any suitable product that they want for their pets.

4.2 Process Flow Chart Legend : Symbol Activity Operation Description Activity that modify, transform or give added value to the input. Transportation Movement of materials or goods from one place to another. Inspection Activity that measure the standard or quality.

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Activity chart for Day care and Overnight Service Greet the customer Discuss about which services they want Get the relevant information from the customer Brief the customer about terms and conditions Get the agreement from the customer regarding terms and conditions Send the customer to the door Staff will take their pet to the house Provide the pet with food and water Wash and groom the pet or wash the cage for small typed pet Monitor the pet and do medical checking Give the pet back to their owner Get feedback from the customer Make amendment accordingly 4.3 Capacity Planning Direct Labour Planning Schedule No Position No of staff required 1 2 2 1 1 7 Salary/ Monthly (RM) 2000 700*2=1 400 550*2=1 100 1200 700 6400 EPF 11% (RM) 220 154 121 132 77 704 Socso 2% (RM) 40 28 22 24 14 128 Total (RM) 2260 1582 1243 1356 1582 8023

1. 2. 3. 4. 5.

Operation Manager Shop Assistant Cleaner Veterinarian Assistant Veterinarian Total

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4.4 LISTS OF EQUIPMENT Type Grooming Item Grooming equipment Oster Crygogen-X Blade Universal Slicker Brush Medium Slicker Brush Deluxe Deshedder Hand Dryer Spa equipment Standard hydrobath Pedicure Station machine Comb Oster Cordless Nail Filer Simpsons Deluxe Large Nail Clipper Medical equipment Dental care Tooth Dental care Toothpaste Surgical instruments ( set ) Cage for Cats Cage for Dogs DSLR camera Canon Photo Printer Total Price (RM) 1350.00 4.90 4.90 3.90 3.90 22.90 1600.00 120.00 98.00 3.90 90.00 100.00 3100.00 0.80 0.60 55.00 45.00 65.00 2500 270 Quantity 1 3 3 3 3 2 1 2 2 3 2 2 1 200 150 3 20 20 1 1 Total (RM) 1350.00 14.70 14.70 11.70 11.70 45.80 1600.00 240.00 196.00 11.70 180.00 200.00 3100.00 160.00 90.00 165.00 900.00 1300.00 2500.00 270.00 12361.30

Spa

Medical

General

4.5 LAYOUT PLAN OF OPERATIONAL AND OFFICE

Entrance

Shop Lot 1 for Services

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Shop Lot 2 for Products

4.6 OPERATIONAL BUDGET Item Fixed Asset (RM) 12361.30 45000.00 8023.00 500.00 2400.00 2400.00 500.00 2900.00 Monthly Expenses (RM) Other Expenses (RM)

Equipment Opening Inventory ( 1st month) Wages + EPF + SOCSO Utilities Shop rent Deposit for rent Deposit for utilities Total

12361.30

55923.00

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