TABLE OF CONTENT

1.0 EXECUTIVE SUMMARY ............................................................................................ 3

2.0 INTRODUCTION ........................................................................................................ 4

2.1 COMPANY BACKGROUND................................................................................... 4

2.2 BUSINESS INTENT ................................................................................................ 6

2.3 GROWTH STRATEGIES ........................................................................................ 7

2.3.1 FINANCIAL STRATEGIES .............................................................................. 7

2.3.2 TECHNOLOGY & PRODUCT DEVELOPMENT STRATEGIES ...................... 7

2.3.3 MARKETING STRATEGIES ........................................................................... 7

2.4 TARGET MARKETS .............................................................................................. 8

2.5 REVENUE MODEL ............................................................................................... 11

2.6 OPERATIONAL SETUP ....................................................................................... 14

2.6.1 LOCATION .................................................................................................... 14

2.6.2 SUPPLY AND INVENTORY MANAGEMENT ............................................... 15

2.6.3 PRODUCTION AND DISTRIBUTION ............................................................ 16

2.6.4 GANTT CHART .................................................................................................. 22

2.7 LONG TERM GOALS OF COMPANY .................................................................. 23

2.8 MARKET COMPETITORS & INFORMATION ...................................................... 24

2.8.1 MARKET INFORMATION ................................................................................... 24

2.8.2 COMPETITOR’S INFORMATION ....................................................................... 27

2.9 Strengh, Weakness, Oppoturnities, Threats (SWOT) ....................................... 29

3.0 EMPLOYEMENT OF KNOWLEDGE WORKERS .................................................... 31

3.1 MANAGEMENT TEAM ......................................................................................... 31

3.2 ORGANIZATIONAL CHART ................................................................................ 41

1
4.0 PRODUCT DEVELOPMENT .................................................................................... 42

4.1 PRODUCT OVERVIEW ........................................................................................ 42

4.2 RESEARCH & DEVELOPMENT (R&D) ............................................................... 43

4.3 BENEFIT & CUSTOMER VALUE ......................................................................... 45

5.0 MARKETING PROGRAMS ...................................................................................... 46

5.1 MARKETING OVERVIEW .................................................................................... 46

5.2 MARKETING PROGRAMS .................................................................................. 47

6.0 FINANCIAL PROJECTIONS .................................................................................... 49

6.1 FINANCIAL OVERVIEW ...................................................................................... 49

6.2 FINANCIAL Qs TO CONSIDER ........................................................................... 55

7.0 CONCLUSION ......................................................................................................... 56

8.0 APPENDIX ............................................................................................................... 57

2
1.0 EXECUTIVE SUMMARY

The company was named ShieldEX Enterprise, and was established on 8 October 2014
and our target is to be well known around Malaysia with our product named Lit-Glo, which is
a multipurpose glass cleaner. The business was focused in the same area of head office and
manufacturing place. The head office and manufacturing factory was located at No. 3, Jalan
Sesiku 15/2, Section 15, Shah Alam Industrial Site, 40200 Shah Alam, Selangor Darul Ehsan.
The product is made of six ingredients which are deionized water, detergent, air care ester,
soda bicarbonate, synthetic vinegar and isopropyl or known as rubber alcohol. The product
was intended to challenge ourselves in applying Green Technology into the product. Basically,
the product can be utilized in many ways or in other words, a multipurpose product. It is
designed especially as a glass cleaner to remove any stain that sticks on a glass material for
example windshield, mirror or house windows. In order to uphold this mission, our most
important values are, to be creative, innovative, to aim for product excellence, to develop and
become No.1 customer’s choice brand in constant evaluation that satisfies the need of end-
customers, working as a team with distributors and the most prestigious store in Malaysia.
The company that may become a competition are Mr. Muscle, Magiclean, Ajax and many
more. All these brands have the most recognizable companies and has established a brand
name. The advantages of Lit-Glo compared to others are low cost and our product is suitable
for all type of glasses. It can also be used for other type glass for example mirror, electronic
devices and any other shiny materials. Our company is trying to make as much profit possible
and also to increase the amount of income generated of cash inflow from year to year. In order
to achieve our company’s goals, ShieldEX will find the opportunity to expand its business.
Thus, looking forward to improve the quality of pur product from time to time for customer’s
satisfaction. Lastly, our management hope that ShieldEX will develop and become the premier
Multipurpose Glass Cleaner Company in Malaysia as well as throughout ASEAN region.

3
2.0 INTRODUCTION

2.1 COMPANY BACKGROUND

ShieldEX Enterprise has been established since 8 October 2014. The name of
company was initially created based on partner’s agreement which involves six members;
General Manager, Assistance Manager, Administrative Manager, Operation Manager,
Marketing Manager and Finance Manager. The shareholders possess knowledge and skills
that required in the industry. Also, ability to solve any difficulties throughout the process and
has a strategic plan that determined by the market trends and customer demands. ShieldEX
Enterprise encourages creativity and innovation as a mission-critical strategy for forward
movement and sustainability.

The name of ShieldEX Enterprise product is Lit-Glo followed to some criterions which
are exclusive and unique name to be recognized by customers and commercialized
worldwide. The name Lit-Glo is extracted from the word glow due to unique formula that
provides a radiant glow without traces of cleaning on all glass surfaces. However, lit is from
the urban dictionary which brings the meaning of awesome, where it has been most commonly
used word by the society and hence it could attract the customer attention.

The head office and main plant are located at the same area. Both of them are placed
at No. 3, Jalan Sesiku 15/2, Section 15, Shah Alam Industrial Site, 40200 Shah Alam,
Selangor Darul Ehsan. ShieldEX Enterprise manufactures the product 100% in order to
produce a high quality of product for the customer. Hence, the flexibility of the supplies can be
controlled and cost in terms of transportation could be reduced.

ShieldEX Enterprise offers an integrated cleaning and hygiene system of product,

distributed through a network of corporate and franchise stores. It is a multipurpose cleaning
agent which could be used to remove stains on all type of glass without any harm. Essential
ingredients that required to made the product includes demonized water, air care ester,
detergent, synthetic vinegar, soda bicarbonate and isopropyl. The product is a unique
compound designed whereby it is an eco-friendly product that do not harm the environment
whether in production, use or disposal. Thus, it could help to preserve the environment by
significantly reducing the pollution that could be produced. In addition, it is suitable for
everyone to use except children.

4
 ShieldEX Enterprise manufacturing was initially created due to rapid growth of the
glass cleaner industries today especially in developed countries. For instance, United States
of America, Japan and China which known as the major industries worldwide. Therefore, it
has also influence the business in Malaysia to meet the needs, demand and request by the
society. Malaysia is considered as one of the developing country and hence skyscrapers can
be found everywhere especially in Kuala Lumpur. Hence, glass cleaning product is high in
demand in order to clean and protect the windows from dirt and any impurities. These products
are mainly for professional use by businesses like hotels, food and drink industry, hospitals,
catering, educational institutions and cleaning contractors. Employees are fully committed to
putting all their expertise and research resources to work in order to produce high quality
cleaning agent. Thus, customer satisfaction is guaranteed.

Finally, ShieldEX Enterprise serves an industry whose borders are expanding every
day and potential is limitless. As a new manufacturer we seek to build strong, ethical,
professional relationships with every client we serve and to provide unsurpassed quality and
value with a determined dedication. ShieldEX Enterprise has high potential on growing faster
as a manufacturer due to its multipurpose glass cleaner and understanding the need of
customers and market needs in depth. Thus, this company could be able to generate growth
beyond mature core markets and constantly broadening our global coverage. The company
also has continuous researches and developments made for the products, so that the product
can advance further and deeper into the market.

Figure 1: Company's Factory

5
 2.2 BUSINESS INTENT
ShieldEX Enterprise has come out with a new product for their customers that meet
the market need. The product has been going through some innovation that will give benefit
to the consumers. The business intent of our company consists of:

1. Product Offered
ShieldEX Enterprise has introduced a new product for their customer which is
a glass cleaner named Lit-Glo. This product can be used in many ways or can be said
as a multipurpose product which act as a cleaning agent specifically on glasses. Lit-
Glo glass cleaner is designed to easily remove any impurities, dirt or dust that stick on
the glass material for example windows, mirrors and windshield.

2. Market Need
In order to become a high demand product in industry, the product itself must
satisfies the market need and customer demand. Our company has grabbed this
chance to introduce our own glass cleaner that will give many advantages to the user.
This product is suitable for all types of glass or mirror for a sparkling and effective
cleaning. Mostly the products like glass cleaner in the market are focusing on the mirror
type cleaning only meanwhile our product was manufactured for all types of glass and
mirror.

3. Degree of Innovation
Since there are many company that produce cleaning agent in this industry,
our company has made some innovation to the product in order to compete with them.
Our company has upgraded the product and make it different from other brands in the
market. One of the innovation that has been made to our product is make it available
to clean dirt and dust on all types of glass and mirror for a sparkling cleaning. Other
than that, the production of our product is focused on applying green technology into
the product which does not harm the environment or other word is eco-friendly product.

4. Feasibility and Profitability

This product was designed to make it more capable in cleaning the impurities from all
types on glass and mirror as well as giving many advantages for the users. For
instance, the users can get an effective cleaning by only spraying a small amount of
the product on a glass. In that way, the usage of the product can be reduced hence
the product can last long. Besides that, it can save the cost of the consumer to buy our
product.

6
2.3 GROWTH STRATEGIES

2.3.1 FINANCIAL STRATEGIES

The company is funded by personal funds from each of the shareholder. The
main reason is to maximize the product value of the total profit which will be rolled in
back to the company. After the fourth year of operations, ShieldEX Enterprise is
expanding and upgrading its machineries and transportations in order to increase the
company’s monetary needs and worth. Thus, the company is applying loan from
authorised bank in progression to elevate business venture of ShieldEX Enterprise.

2.3.2 TECHNOLOGY & PRODUCT DEVELOPMENT STRATEGIES

The key to a successful business is to have product development strategies
which helps in the production growth of the company. The name of the product must
relate to the characteristics of the product itself. The product is called ‘Lit Glow’ as
portrayed to be well polished and shiny within one spray and a quick wipe.
Corresponding to the product ingredients which proven to be very effective as a glass
cleaner, this method also helps to attract customers into purchasing ‘Lit Glow’. Besides
branding and ingredients, the packaging is a crucial element as well. The product has
to be in a decent size which is easy to grab on to. ‘Lit Glow’ is sold at an affordable
price. Once our organization (our low cost product) has established a relationship
with consumers, our organization will sell additional, higher margin products and
services that enhance the consumer's interaction with the low cost product or service
to retain its competitive in the market, the product differentiation of ‘Lit Glow’ is one of
the strategy to differentiate from its competitors in the markets. These strategies
enable us to invest consistently in potential experts as well as to develop smart
partnership with our raw manufacturers and to have a smooth production run
throughout the business.

2.3.3 MARKETING STRATEGIES

To increase company’s profits, in these days, ‘Lit Glow’ will be advertised via
social media and TV commercials for a quick recognition among potential buyers.
Besides, sale promotion or discounts in retails is vital to attract customers to buy in
many quantities. Lastly, targeted place to sell the products are among every
supermarkets and hypermarkets in Malaysia, for instance Tesco, Cold Storage and
Jaya Grocer. This strategy helps to have a flawless mobilization of profit acceleration
all years.

7
 2.4 TARGET MARKETS
In order to increase the profit of the company and to achieve the product’s
objective, the target market should be done properly. The following places are the
target market for this company to develop and to boost the popularity of the product.

1. Hypermarket
2. Supermarket
3. Car workshop
4. Retail Chain Stores
5. Pharmacies

CAR WASH CLEANING

COMPANY

Target
Market

RESTAURANT
DAILY
HOTEL & USER
OFFICE
Figure 2: Target Market

GIANT

MYDIN

8
 GUARDIAN

WATSON

SHINE CAR WASH

Figure 3: Name of Markets

The diagram above shows the main target market for our product which is Lit-
Glo. A target market, or target audience, is the pool of customers to whom you want
to potentially sell your products or services. It’s only made up of the people who are
good fits for your products. The main target market is chosen based on the consumer’s
demands. Car wash companies will use the glass cleaner to clean the car mirrors. For
the cleaning company they will use our product to clean all type of glasses such as
mirrors, windows, glass door and any reflective and shiny surfaces. Next, for the daily
users, they will use our product to clean the window of their own house. Besides, for
the restaurant, hotel and office they need to clean all type of glass equipment. This
shows that our product has a very high demand from all of the target audience that
has been stated.

9
 DISTRIBUTION / PLACE STRATEGY

MANUFACTURER/
DISTRIBUTOR WHOLESALER

CONSUMERS DEALERS, RETAILER,

& HYPERMARKET &
CUSTOMERS SUPERMARKET

Figure 4: Flow of Distribution

Based on the flow chart above, it shows the flow of the distribution of the product
from the manufacturer to the consumer. When the product is completely prepared by
the manufacturer, they will supply the product to the wholesaler. The wholesaler will
supply the product to all of the dealers, retailers, hypermarkets and supermarkets. The
company also provides the transportation used such as lorries and trucks for
distribution of physical and logistics to delivers the products to the wholesaler. The
wholesaler will distribute the product to the dealers, hypermarkets, retailers,
supermarkets. The consumer will buy the product through the stated target markets.

10
 2.5 REVENUE MODEL

Payment for raw  High service

materials
 Energy

Supplier ShieldEX Employee

Sell the raw
 Training
material to
 Salary
company

Payment
Promotion &
for buying
selling of
the
product to
product
customer

Customer

Figure 5: Revenue Model

Source of Revenue

Day/Month Unit output

1 day operation 700 units
Monthly operation (excluding weekends) 16000 units

Price per unit RM 15.50

Total of sale per month RM15.50 x 16000 = RM 248,000
Table 1: Revenue Source

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Raw Material
Raw Materials
 Detergent RM 10500
 Synthetic Vinegar RM 4000
 Soda Bicarbonate RM 5500
 Isopropyl RM 6500

 Deionized Water RM 1000

Materials
 Bottle RM 6400
 Stickers RM 800
 Others RM 800
Total RM 35,500
Table 2: Raw Material Price

Salary
Position No Monthly EPF SOCSO (2%) (RM)
Salary (RM) Constribution
(11%)
Chairman 1 3700 407 74
Executive 1 3300 363 66
Secretary
Chief 1 3200 352 64
Executive
Officer
Chief 1 2700 297 54
Financial
Officer
Chief 1 2700 297 54
Technology
Officer
Chief 1 2500 275 50
Marketing
Officer

12
Financial 1 2200 242 44
Analysist
Account & 1 2200 242 44
Admin
Technical 1 2000 220 40
Advisor
Technology 1 2000 220 40
Director
Staff 15 1100 121 22
Total (RM) 25 43000 4730 860
Table 3: Schedule of Remuneration

List of Office Equipment

No Items Quantity Price/unit (RM) Total cost (RM)
1 Office furniture 10 sets 500 5000
2 Fax machine 2 sets 300 600
3 Computer and software 25 sets 1360 34000
4 Scanner 2 sets 300 600
5 Air Conditioner 14 sets 1100 154000
6 Advertisement board 1 set 1500 1500
TOTAL 195,700
Table 4: List of Office Equipment

List of Machine and Transportation

No Items Quantity Price/unit (RM) Total cost (RM)
1 Mixing machine 1 set 28550 28550
2 Packaging and labelling machine 1 set 87050 87050

3 Storage tank 3 set 52833 158500

4 Lorry 2 set 77500 155000
TOTAL 429,100
Table 5: List of Machine and Lorry

13
Administration Budget
Descriptions Fixed Assets Monthly Other Expenses
Expenses (RM) Expenses (RM) (RM)
Furniture& 55,600
Equipment
Machine and 429,100
Transportation
Office Rental 9000
Utilities 4000
Salary 43,000
EPF & SOCSO 5590
Raw material 35,500
Rental Deposit 10,000
Utilities Deposit 5000
Stationary 900
Lorry Road tax 750
Business 100
Registration
Total 484,700 97,090 16,750
Total 598,540
Table 6: Table of Administration Budget

2.6 OPERATIONAL SETUP

2.6.1 LOCATION
Our company is located in Shah Alam. In this huge modern society, this location
is packed with houses, malls, supermarkets and retail shops, which seems to be a
very strategic location for our company headquarter as to dispatch our products. Since
Shah Alam was such a busy road on daily basis, promoting our products would be
such an ease since our company is located on the surrounding area. Our company
would rent a few billboards along the heavy road as to promote our products, as well

14
as distributing flyers to residential area on our product specification and what makes
it an innovation compared to other products.

Since our products is distributed directly to each supermarkets warehouse

directly by our company lorries, avoiding the road during the traffic hour would be
easier for our products to reach on specific time. Accessibility to major roads and
highways would be easier due to our company strategic location. Our company would
also have plenty of parking spaces available for our management and production
team, as well as loading dock for goods vehicles to load or unload materials,
equipment’s and items.

The other factor that we can outgrow our company in time of expansion or
upgrade is due to the area is fully owned as our company property. Our company
property size is 50000 square feet, which is quite a huge amount for just a single
product. In times that our company would approach a new product line, expansion
around the company area would not be a huge problem. This also means that our
company would be fully responsible for property taxes, maintenance as well as
insurance payment. The amount would be further discussed in financial plan.

2.6.2 SUPPLY AND INVENTORY MANAGEMENT

Our company were supplied by BIO-PRO Sales and Services, Malaysia leading
supplier of commercial and industrial cleaning products. They range from all sorts of
chemicals and equipment’s needed to produce a cleaning product. Our company was
beholden to only this supplier, which may subject to shortages and give our company
little bargaining power with regard to price and delivery schedule. Terms established
with the suppliers were following their service regulations. To order materials, our
company continuously agreed to order for every 10 days due to limited storage if
higher amount were taken in. Payment were made directly to the company. Credit
extension were not available, so payment need to be made on every consecutive 10
days for the materials to be sent. In case of damage supplies, the supplier will change
the materials with a new one within 1 month of purchase.
Our company maintained good relationship with the supplier by keeping on
some routine such as early payment. By doing so, our suppliers would probably keep
on track to our orders. Inventory management were done every 10 days as the

15
materials arrived to prevent excess inventories, as well as maintaining production
process. Raw materials ordered can last for a long period of time, so no spoiling will
occur.

2.6.3 PRODUCTION AND DISTRIBUTION

Manufacturing of this Lit-Glo Glass Cleaner used six different materials such as
detergent, synthetic vinegar, ionized water, air care ester, soda bicarbonate and
isopropyl. Using the right ratio and processing, operation managed to calculate the
production where it can be produced reach almost 1000 units per day. For maximum
consistency, our company has set to produce 700 units per day.

Step 1: The preparation of all ingredients are done and stored in respective places.
Step 2: All the ingredients will be measured in a specific ratio. Then, mix the
ingredients.
Step 3: The mixed ingredients will be heat at 200 oC using Hot Plate within specified
time.
Step 4: Lastly, the portion will be testing if it can clean or not the glasses.
Step 5: The Lit-Glo Glass Cleaner was ready to be packed.

a) Process Flow Diagram for Industrial Scale

Preparation
Mixing Process Weighing Process
Process

Delivery Process
Figure Testingfor
6: Process Flow Diagrams Process
production of Lit-GloPackaging
Glass Cleaner
Process

b) Process Descriptions for Industrial or Large Scale Method

For the industrial scale manufacturing, Lit-Glo Glass Cleaner was produced by
using modern machine such as mixer, packaging and labelling machine use big scale
of storage tank.

16
 Raw material such as air care ester, detergent, synthetic vinegar, soda
bicarbonate and isopropyl have been prepared and transfer to the storage tanks using
lorry. Then, diluted soda bicarbonate, synthetic vinegar and diluted detergent have
added into a mixer.
After that, the air care esters have added and wait until the mixture mixed well.
To have the mixture mixed well, the weight ratio need to be in control. The nature smell
is extracted from flowers smell (Vanilla). This may help the user to release their stress
and also enjoying the cleaning to their desired area.

Figure 7: Example of Lit-Glo Glass Cleaner

After the solutions mixed well, it will be filled into the bottle approximately 750
ml for each unit. Then, it will be sent to the packaging and labelling process so that
can be continued to the testing process. In testing process, the product were tested in
term of its function, colour and odour. Lastly, as the product fulfilled the criteria, it then
being deliver by the lorry to the market.

c) Units Output of Operation

 Unit of product produced

Day/Month Unit output
1 day operation 700 units
Monthly operation (excluding weekends) 16000 units

17
 Hours of service
Day/Month Hours of service
1 day operation 9 hours
Monthly operation (excluding weekends) 200 hours

d) Monthly Production Basis

Production for 750ml Sparkle Glass Cleaner

(16000 units)

3650 kg 650 kg 2250 kg 650 kg

soda detergent synthetic others
bicarbonate vinegar

Adding
process

Adding Weighing
Mixing process
fragrance process
process

Packaging and
Delivery process Testing process
labelling process
e) Operation Schedule

f) Task and Responsibilities of Operation Staffs

Position Job Description

Figure 8: Monthly Production Basis

18
 Time Activities
8.00am - 10.00am Preparation Process
10.15am - 11.45am Mixing Process
12.00pm - 2.00pm Adding Fragrances Process
2.15pm - 3.45pm Weighing Process
4.00pm - 5.00pm Testing Process
5.00pm onwards Delivery Process
 Give instruction to the supervisor
in operation process
 Who responsible build the
process system in the factory
Process Executive  Control the production of product
 Keep the file of production
process, cost operation,
maintenance to the
administration
 Ensure the all plant in factory run
as the procedure
 Ensure the raw material always
sufficient
Supervisor  Take action to the operator,
logistic and maintenance
problem
 Do the audit of operation,
maintenance and transportation
 Transfer the product to the
Logistic
market
 Operate the machine with
Operator desired quantity and quality of
product

19
  Do the maintenance of
equipment
 Do the checklist of the
Quality and Maintenance
performance of production
 Laboratory testing the quality of
product

g) Project Implementation Cost Schedule

Monthly Spending
No. Items Cost (RM)
1 Raw Materials
 Detergent 10500
 Synthetic Vinegar 4000
 Soda Bicarbonate 5500

 Isopropyl 6500

 Deionized Water 1000

2 Materials
 Bottle 6400
 Stickers 800
 Others 800
3 Utilities
 Water 1000
 Electricity 1200
 Telephone 200
 Fuel 1200

 Internet 400

4 Salaries 43000
5 Rent 9000
6 Advertising 1500
7 Pre-operating 3500

20
 8 Others 1000
TOTAL 96 500
Table 7: Monthly Spending

Start-up Spending
No. Items Unit Cost (RM)
1 Machines
 Mixing machine 1 28550
 Packaging & Labelling machine 1 87050
 Storage Tank 3 158500
2 Furniture
 Office furniture 10 5000
 Fax machine 2 600
 Computer and software 25 34000
 Scanner 2 600

 Air conditioner 14 15400

3 Vehicle
 Lorry 2 155000
4 Laboratory equipment 10500
5 Operation Setup 40000
TOTAL 535 200
Table 8: Start-Up Spending

21
 2.6.4 GANTT CHART
Plan Duration Actual Start % Complete Actual (beyond plan)

PLAN ACTUAL ACTUAL

ACTIVITY PLAN START
DURATION START DURATION PERIODS (MONTHS)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36
Self
1 8 0 0
Assesment
Define
business 1 2 1 2
vision
Identify
available
1 6 1 6
information
and supports
Research
market and 4 3 4 3
competition
Interviews
owners of
5 2 5 1
similar
business
Identify
needed 5 2 4 2
resources
Decide
whether to 8 1 7 1
proceed
Funding Plan 9 18 0 0
Hire a
9 1 8 2
consultant
Venture
10 4 10 6
capitalists
Business plan 10 6 10 6
Investors 14 6 14 5
Presentation 20 1 20 1
Negotiations 21 2 21 2
Target
23 2 23 4
markets
Debt financing 25 1 25 1
Equity
25 1 25 1
financing
Start-up
26 2 26 3
business grant
Setup Plan 23 14 0 0
Hiring real
23 1 23 1
estate agent
Negotiating
24 2 24 1
properties
Hiring
26 11 26 8
employees
Hiring
26 1 26 1
contractor
Building
company 27 4 27 6
structure
Installing
machines and 30 2 32 2
equipments
Preparation of
30 2 32 2
laboratory
Decorating 34 2 34 2
Opening Day 36 1 36 1

22
 2.7 LONG TERM GOALS OF COMPANY

Mission
Our company’s mission is to produce a product that will satisfy the needs of customers
and to develop the product throughout Malaysia. In addition, our mission is to also create a
creative and innovative product to will build a strong, original brand in Malaysia.

Vision
The vision of the company is to be a successful company that has good market value
and to produce a high-quality product that will attract more customers and more demand.
ShieldEX Enterprise will maintain and control the quality, creativity and the price to form an
original brand with a broad appeal.

Future Projection
Future planning is essential to generate greater projection and to allow this product to
hold out in the market, and also to always get demand among our customers. After our
company have achieved the target that we have set for ourselves, we want to proceed with
our next step so that our company will be more successful and can survive longer in this
industry.

Firstly, we will commercialize our product worldwide by conducting an even better

business plan and also establish a good relationship with other big companies, either overseas
or local agencies. We will invest in local agencies to get more sponsors to stabilize our
economic state and also to raise our financial budget system in our company. Other than that,
we will promote our product by sponsoring charities and car washes because our product is
multipurpose, and this will help us to gain more trust from customers also to collect more profit.

Furthermore, we can advertise our product online, for example through social media
and create an official website to clarify more about our product. Therefore, this step can allow
us to move forward in online business which is proving to be customer’s primary choice when
buying a product as it eases their lifestyle needs because this system is similar to a “Portable
Market”.

Next, we will obtain a more reasonable cost for marketing our product. This can be
achieved by obtaining a permanent supplier to supply the raw ingredient for our product which
will allow us to get it at a much lower price. Besides that, we will utilize the high-quality

23
ingredients that will use in our product, where we will then make another series of this product
or sub product that can be used and consumed by our customers. By using our experiences
and our speciality in Chemical Engineering and Scientific Modification, we can alter the
formula to produce a new product such with a new rare ingredient, and also we can change
the design of the packaging to get attract more of our customer’s attention.

Other than that, the utilization of modern technology will aid us to perform a large-scale
production of our product. We can also hire more professional employees into the company
that may bring new ideas and innovation into our product to increase our profit. In addition, we
can improve the storage systems settings that will prolong the quality of our product. Lastly,
we will improve the transportation system and delivery to make sure it will easily reach our
target market quickly and efficiently without causing us any loss in our profits.

2.8 MARKET COMPETITORS & INFORMATION

2.8.1 MARKET INFORMATION

The market of the cleaning products is becoming bigger and bigger as there are many
new inventions and products created because of high demands in this industry. As others
cleaning company, ShieldEX is focused on three customer groups:

 Wholesale : This group is the critical supplier to retail outlets and important
Distributors to the success of ShieldEX cleaner products. The current
distributor is Giant Hypermarket, one of the largest players in retail
industry in Malaysia

 Janitorial : An important key in market who use the cleaner product as their
Professionals working tool. We believe that ShieldEX products are an
invaluable tool to janitorial professionals

 Consumers : Concern for the environment has created a group of consumers

who will only use biodegradable, environmentally safe cleaners in
their homes.

24
 Market Analysis

Wholesale Distributors Janitorial Companies Consumers

Figure 9: Pie chart of Market Analysis

There are a few factors that are affecting the cleaning industry at the moment and
also in the future. Some of them are:

 Technology Influenced how cleaning companies manage their business

activities and also how they communicate with their customers.

Start by setting up your online presence and make sure you have a
website. Company websites are now becoming the first point of
interaction with their customers by showing the product in more
detail. Set up social media account such as Facebook to answer
customers question and take feedback from customers.

 Customer Customers nowadays are more inclined to first research a company

Research online before ordering services which means the websites are vital.

Cleaning companies need to take advantage of this opportunity by

engaging with their clients online and quickly responding back to
positive or negative reviews. Staying on top of your reviews creates
a community of customers that feel like their recommendations and
comments are being taken into account.

25
 Inexpensive Cleaning companies have access to several affordable digital
Marketing marketing channels including social media, a company blog, and
Channels Google Adwords.

Social media allows business owners to engage with customers in

real time, portray their company’s personality and connect with
other businesses. A company blog lets businesses share ideas,
prove authority on a particular subject.

 New Cleaning Technology and innovation are creating new cleaning products that
Products consumers are demanding and cleaning companies can use.
Additionally, consumers are increasingly more interested in
environmentally friendly products.

26
2.8.2 COMPETITOR’S INFORMATION
One of our competitors in the Malaysian market are Mr. Muscle. Mr. Muscle is a Mr Muscle is
a brand of hard-surface cleaners. It has been manufactured by S. C. Johnson & Son, since
their purchase of Drackett from Bristol-Myers Squibb in October 1992. The original product is
an aerosol oven cleaner — was developed at Drackett in 1986. The Mr Muscle product lineup
has since expanded to various product such as glass cleaner.

Figure 10: Mr. Muscle Glass Cleaner

27
Difference between our product and the major competitor:

Evaluation Lit-Glo Glass Cleaner Mr. Muscle Glass Cleaner

Sales Volume RM2 million annually Estimated at about RM50
million annually
Revenue Model Direct selling and retailers Direct selling
Growth Unstable market growth Strong market growth
(according to supply and
demand)
Market Share Not listed No. 1 leading household
cleaner in Malaysia
Cost Positioning RM850410 monthly Estimated RM5 million
monthly
Product Lines Glass cleaner Bathroom and toilet cleaner,
glass and surface cleaners,
floor cleaners and polishes,
kitchen cleaners and
degreasers
Customer Support - Office - Website
- Email - Office
- Mobile no. - Customer Service
Department
- Email
- Fax
- Social Media (Facebook,
Twitter)
Target Groups Household, cleaning Household, cleaning
company company
Distribution Channel Local supermarket, local Local and international
cleaning company supermarket, local and
international cleaning
company
Table 9: Evaluation between our company and the competitor

28
 2.9 Strengh, Weakness, Oppoturnities, Threats (SWOT)

Strengths Weaknesses
• Environmental friendly product • The difficulty of establishing brand
• Affordable and reasonable equity as a start-up company.
• Suitable for all type of glasses • Fake products with similar
sounding names affects brand and
sales

Opportunities Threats
• Use social media to promote our • People prefering domestic ways of
product cleaning household goods
• Can diversify into other types of • Competitors have a similar product
cleansing products
• Tie-ups with corporate and big
buildings where lots of glass wares
are used

Figure 11: SWOT of our product

Our product have its own uniqueness as it is made up from environmental friendly
ingredient. The company was intended to appropriate a challenge of to apply Green
Technology into the product. The product protects against harmful bacteria and promote a
healthy living environment. Furthermore, the product can be used for everyone except for
children. Other advantages are our product is affordable and reasonable compare to other
product. A lot of competitors in the market with similar products are not as reliable and more
expensive. Moreover, our product is suitable for all type of glasses and it can also be used for
multipurpose glass cleaner for example mirror and electronic devices.

The company that can be compete are Mr. Muscle, Ajax and many more. All these
brands have the most recognizable companies and has established brand name. It makes us
difficult to gain customer as our company is still new in this industry. Plus, fake products with
similar sounding with our product name affects our brand and sales

29
 Looking at weaknesses, looks like social media could be a real marketing opportunity.
Instead of just having an informational website, our business could put up a Facebook
page and open a Twitter account to try and reach out to old and new customers. Big buildings
with lots of glass wares used also gives us a marketing opportunity by cooperating with them
as the supplier of glass cleaner.

Threats that our company may faces are people preferring domestic ways of cleaning
household goods. This is because they might think it is safer and non-toxic while our product
is free of any chemicals. Besides that, competition between companies that have substitute
product with us can also be a possible threat.

30
3.0 EMPLOYEMENT OF KNOWLEDGE WORKERS

3.1 MANAGEMENT TEAM

Chairman

Name : Mohamad Imad El Kheir

I.C Number : 810219105391
Permanent Address : No. 11A, Jalan 9/9E, Seksyen 9, 43650 Bandar
Baru Bangi, Selangor.
Correspondence Address : No. 11A, Jalan 9/9E, Seksyen 9, 43650 Bandar
Baru Bangi, Selangor.
Telephone Number : 019-3764870
E-mail : [email protected]
Date of Birth : 19 February 1981
Age : 36 years old
Marital Status : Single
Academic Qualification : Master of Engineering Technology (Chemical
Engineering), 2008, UniKL MICET, Melaka
Bachelor of Chemical Engineering (Hons) in
Process, 2006, UniKL MICET, Melaka
Diploma in Chemical Engineering, 2003, UiTM
Shah Alam, Selangor
Courses Attend : MARA Entrepreneur Training Program, February
2009
Skills : Effective communicator; leadership and
management; ability to work under pressure and
handle the stress
Past Experiences : Manager, Factory 9 Top Glove Corporation, Klang
(2009-2012)

31
 Executive Secretary

Name : Anis Nadiah binti Husin

I.C Number : 841215115108
Permanent Address : 128, Lorong Anggerik 5, Bandar Sunggala
71050 Port Dickson, Negeri Sembilan.
Correspondence Address : 128, Lorong Anggerik 5, Bandar Sunggala
71050 Port Dickson, Negeri Sembilan.
Telephone Number : 014-8433163
E-mail : [email protected]
Date of Birth : 15 December 1984
Age : 33 years old
Marital Status : Married
Academic Qualification : Bachelor of Office Systems Management
(Hons), 2008, UiTM Lendu, Melaka
Diploma in Office Management and
Technology, 2005, UiTM Puncak Alam,
Selangor
Course Attend : Michigan Ross Management Skills Program,
November 2010
Skills : Writing and time management; coordination and
communication skills; database software
(Microsoft Access, RefWorks), and word
processing software (Microsoft Word)
Past Experiences : Secretary, Toshiba Sales & Services Sdn. Bhd.,
Shah Alam (2009-2012)

32
 Chief Executive Officer

Name : Ahmad Khalid Jaafar bin Badrul Hisham

I.C Number : 830608565295
Permanent Address : DL55 Jalan Nilam, Taman Bukit Ampang, 68000
Ampang, Selangor
Correspondence Address : DL55 Jalan Nilam, Taman Bukit Ampang, 68000
Ampang, Selangor
Telephone Number : 016-2479043
E-mail : [email protected]
Date of Birth : 8 June 1983
Age : 34 years old
Marital Status : Single
Academic Qualification : Master of Business Administration, 2008,
Universiti Malaya, Kuala Lumpur
Bachelor of Business Administration (Hons) in
Business Information Systems, 2004, Universiti
Kebangsaan Malaysia, Selangor
Course Attend : High Performance Leadership Program, July
2011
Skills : Effective communicator; leadership and
management; ability to work under pressure and
handle the stress
Past Experiences : Executive Officer, YTL Corporation, Kuala
Lumpur (2009-2012)

33
 Technical Advisor

Name : Muhammad Imran Azrie bin Abu Bakar

I.C Number : 830502265075
Permanent Address : 6, Jalan Madrasah, Rapat Setia, 31350 Ipoh,
Perak
Correspondence Address : 6, Jalan Madrasah, Rapat Setia, 31350 Ipoh,
Perak
Telephone Number : 017-5690413
E-mail : [email protected]
Date of Birth : 2 May 1983
Age : 34 years old
Marital Status : Married
Academic Qualification : Bachelor of Chemical Engineering (Hons) in
Process, 2008, UniKL MICET, Melaka
Diploma in Chemical Engineering Technology
(Process), 2004, UniKL MICET, Melaka
Course Attend : Technician Training Experience (TTE), July
2009
Professional Certificate of Competency in
Chemical Engineering and Plant Design,
February 2010
Skills : Ability to work independently or with a team;
good communication skills; productivity,
creative software; technical understanding of
chemical process and engineering
Past Experiences : Executive Technician, Baerlocher (M) Sdn.
Bhd., Kuala Lumpur (2009-2013)

34
 Chief Financial Officer

Name : Fatin Farhana Binti Ismail

I.C Number : 830226105146
Permanent Address : 14 Jln UP ¾, Ukay Perdana, 68000 Ampang,
Selangor
Correspondence Address : 14 Jln UP ¾, Ukay Perdana, 68000 Ampang,
Selangor
Telephone Number : 017-3548846
E-mail : [email protected]
Date of Birth : 22 February 1983
Age : 34 years old
Marital Status : Married
Academic Qualification : Bachelor of Business Administration (Hons) in
Accounting and Finance, 2008, University of
Nottingham, Malaysia
Course Attend : Stanford Business’s Strategic Financial
Leadership Program, February 2010
Skills : Critical thinking, complex problem solving,
management of personnel and financial
resources
Past Experiences : Finance Executive, Deloitte Malaysia., Kuala
Lumpur (2009-2013)

35
 Chief Technology Officer

Name : Muhammad Danieal bin Liakat Ali

I.C Number : 830512145747
Permanent Address : No. 33 Jalan TSJ 20 Taman Sri Jelok, 43000
Kajang, Selangor
Correspondence Address : No. 33 Jalan TSJ 20 Taman Sri Jelok, 43000
Kajang, Selangor
Telephone Number : 010-5192074
E-mail : [email protected]
Date of Birth : 12 May 1983
Age : 34 years old
Marital Status : Single
Academic Qualification : M.Sc. in Computer Science, 2008, Asia Pacific
University of Technology & Innovation, Malaysia
B.S. in Management Information System, 2005,
AIMST University
Course Attend : Information Systems Management courses,
March 2009
Skills : Technical competency, business sense, works
well with others
Past Experiences : IT Manager, Malaysian Global Innovation &
Creativity Centre (MaGiC)., Kuala Lumpur
(2009-2013)

36
 Chief Marketing Officer

Name : Amir Izzat bin Mustapha

I.C Number : 831019115151
Permanent Address : 5526 Jln Tangki Air , Bukit Pak Sabah, 23000
Dungun, Terengganu
Correspondence Address : 5526 Jln Tangki Air , Bukit Pak Sabah, 23000
Dungun, Terengganu
Telephone Number : 019-9661469
E-mail : [email protected]
Date of Birth : 19 October 1983
Age : 34 years old
Marital Status : Married
Academic Qualification : MA (Hons) Business Management with
Marketing, 2008, UiTM Sri Iskandar, Perak
Bachelor of Business Administration (Hons) in
Marketing, 2005, UiTM Segamat
Course Attend : Certificate Marketing, March 2009
Skills : Interpersonal communication, creativity and
expression, influencing and negotiation skills.
Past Experiences : Head of Marketing, Denuvo Technologies,
Kuala Lumpur (2009-2013)

37
 Tech Development Director

Name : Muhammad Faiz Syazwan bin Fauzi

I.C Number : 830707115097
Permanent Address : JKR 641, Klinik Kesihatan Kubang Semang
14400 Bukit Mertajam, Pulau Pinang
Correspondence Address : JKR 641, Klinik Kesihatan Kubang Semang
14400 Bukit Mertajam, Pulau Pinang
Telephone Number : 011-19817989
E-mail : [email protected]
Date of Birth : 7 July 1983
Age : 34 years old
Marital Status : Married
Academic Qualification : Bachelor of Chemical Engineering (Hons) in
Process, 2008, UniKL MICET, Melaka
Diploma in Engineering Technology, 2005,
UiTM Bukit Besi, Terengganu
Course Attend : Engineering Expo, March 2009
Skills : Technical competency, , works well with others,
critical thinking, problem solver
Past Experiences : Head of Tech Department, AIG Technology
Services Sdn. Bhd. , Kuala Lumpur (2009-2013)

38
 Financial Analyst

Name : Nur Raihan binti Hanef

I.C Number : 820331105454
Permanent Address : 19 Jln Suasana 4/3A, Bandar Tun Hussein Onn,
43200 Cheras
Correspondence Address : 19 Jln Suasana 4/3A, Bandar Tun Hussein Onn,
43200 Cheras
Telephone Number : 012-9741760
E-mail : [email protected]
Date of Birth : 31 March 1982
Age : 33 years old
Marital Status : Married
Academic Qualification : Bachelor of Business (Hons) in Finance, 2009,
HELP University, Kuala Lumpur
Course Attend : Chartered Financial Analyst programme, June
2010
Skills : Communication skills, organizational skills,
management
Past Experiences : Finance Officer, Permodalan Nasional Berhad
(PNB), Kuala Lumpur (2009-2013)

39
 Accounts & Admin

Name : Dania Amani Iman binti Ismi Hisham

I.C Number : 831203106204
Permanent Address : No 46 Jalan Wangsa Perkasa 7, Wangsa
Melawati, 53300 Kuala Lumpur
Correspondence Address : No 46 Jalan Wangsa Perkasa 7, Wangsa
Melawati, 53300 Kuala Lumpur
Telephone Number : 017-4450506
E-mail : [email protected]
Date of Birth : 3 December 1982
Age : 33 years old
Marital Status : Single
Academic Qualification : Bachelor of Public Administration, 2009, UiTM
Arau, Perlis
Course Attend : Admin and Office Management Training, July
2010
Skills : Administration, time management
Past Experiences : Administration, Syarikat Bekalan Air Selangor,
Selangor (2009-2013)

40
3.2 ORGANIZATIONAL CHART

CHAIRMAN

MOHAMAD EL KHEIR

EXECUTIVE SECRETARY

ANIS NADIAH

TECHNICAL ADVISOR C.E.O

IMRAN AZRIE KHALID JAAFAR

C.T.O C.F.O

DANIEAL FATIN

FINANCIAL ANALYST

NUR RAIHAN

ACCOUNTS & ADMIN

DANIA

C.M.O TECHNLOGY DEVELOPMENT

AMIR IZZAT DIRECTOR

FAIZ SYAZWAN

41
4.0 PRODUCT DEVELOPMENT

4.1 PRODUCT OVERVIEW

1. Core Technologies
For the industrial scale manufacturing, Lit-Glo Glass Cleaner was produced by using
modern machine such as mixer, packaging and labelling machine and the usage of big scale
storage tank. The technologies were bought directly from alibaba.com, world's leading supplier
for company needs. The machine bought were newly designed and have a long term warranty.
Ease of use for all technologycal equipment in our company are sure to deliver best
exoectation and prevent any misconduct from our workers.

2. Current Development
Due to our company high-end technology usage with fully equipped laboratory, we
make sure that all our product were sent out to customer in the best form available for
maximum satisfaction. Our company will always upgrade our product in every term, such as
volume, consistency, effectiveness as well as ease of use. Raw materials bought were put to
test to prevent any defect as well as to make sure each product contains perfectly desired
amount of materials. In case of newly developed materials, our company will put the product
to a test and reconsider on either to re-design our product or create a new product invention.

3. Future Plan
For our company vision of future in a long term, we hope that our company were
located in each state across Malaysia, each one of it with its own product invention and
research laboratory, each based on cleaning products. Other than that, we would appreciate
if our products were able to win national products awards to attract even more customer into
buying our products. Shipping our products overseas would be such an ease if our company
were globally recognize as world's best cleaning product supplies. We would also love to
expand our business, by making a custom cleaning products according to our customer
demand. Due to our fully capable workers and our own research laboratory, this would be a
possible action our company would undertake to give our customer a good impressions.

42
 In a short term, we hope that our logistic were able to deliver our products to customer
on exact delivery time, with the products were all in a perfect condition. Other than that, our
company will provide some free gifts such as accessories, wipe cloth or limited edition spray
bottle to increase customer first impression. When big batch were ordered directly from other
company, we would provide some souvenirs to increase our customer pleasure.

4.2 RESEARCH & DEVELOPMENT (R&D)

Research and development of ShieldEX Enterprise has been built upon the foundation
of high performance products that meet customer expectations without harming people,
property or the environment through the innovation of products, processes, and marketing.

ShieldEX Enterprise research and development has adopted a chemical substance

policy that incorporates chemical information review, regulatory oversight, and support for
green chemistry research and development. Lit-Glo contains natural (instead of synthetic)
agents, breaks down quickly in the environment and pose less of a toxic threat to humans and
ecosystems. Besides that, the toxicity of each ingredient used in our cleaning product had
been examined to ensure are safe to use by the customers. Chemical substances used for
compounding are screened for human and environmental attributes. Only the safest
substances in a class are considered for product development. We go beyond being compliant
in meeting current environment regulations. ShieldEX Enterprise do not manufacture chemical
substances as defined by The Toxic Substances Control Act of 1976. Lit-Glo is put through a
rigorous test in our application laboratories to ensure we produce the best glass cleaning
product. Our standard cleaning requirements are not just met, but exceeded at every stage
from evaluation and testing to implementation.

Hazards of Lit-Glo must be identified to ensure it can be used safely. During Lit-Glo
development, Research & Development works closely with Graphics, Technical Service,
Information Technology, Customer Service, Risk Management, Operations and Quality
Control to ensure employees and end-users as well as, transportation and distribution partners
receive information regarding those hazards. Information regarding industrial and institutional
cleaning products; in the form of labeling and Safety Data Sheets, is regulated in the United
States by the Occupational Safety and Health Administration. Other informations required by
national and state standards also included. Additionally, process safety procedures developed
to prevent unintentional worst-case-scenario hazards from occurring during manufacturing;
spill response plans and training must be implemented. For instance, labels on the product in
which include product Identification, hazardous ingredients, first aid, how to dilute, use, store
and handle

43
 Storage Stability of a product can be defined as the study of the product over time. Lit-
Glo shelf life was determined because it is essential to ensure regulatory compliance, product
safety and consumer satisfaction. Physical appearance, odor, viscosity, microbial challenge
and active ingredient concentration were studied.

Other than that, the stability of the packaging was also considered. Manufacturers of
common household cleaning products seek packaging for their products that suits a variety of
needs. Lit-Glo possess a lot of benefits since it is child resistant, environmentally friendly, cost-
effective, light weight for easy transportation, and aesthetically attractive. It has become
increasingly important to use recyclable materials and thus high-density polyethylene (HDPE)
was used for the packaging of Lit-Glo. It is considered as the best kind of plastic for cleaning
products. Also, able to resist UV penetration, withstand extreme temperatures, and is a non-
leaching translucent plastic. It is perfect for products that contain strong chemicals, as many
common household cleaning products do, such as detergents and floor cleaners.

The employment of plastic containers is cost effective. It reduces freight costs, as it is

less costly to ship than glass or metal. Due to its cost effectiveness, plastic has been the most
popular material used for bottles and containers over the last thirty years. Our packaging
mold into attractive shapes since plastic is easy and efficient to shape. The aesthetic appeal
of product is key to a strong shelf presence and helps drive the purchase of Lit-Glo in the
market. Packaging design is significant to attract the customers and compete with the existing
or new glass cleaning products.

44
 4.3 BENEFIT & CUSTOMER VALUE

High
Cheap
concentration

Suitable for
Enviromental
all type of
Friendly
glasses
Figure 12: Benefit and Customer Value

Benefit and customer value is what benefits the customers get from buying your
product or service. As customers have to spend money on your service or product it is
important to analyse which motives they have for doing so. Usually it is hard for an
entrepreneur to envision what kind of customer demand is satisfied by purchasing the service
or product. The entrepreneur would rather let the customer know about the product’s
properties.

There are many benefit and customer value for our product which is Lit-Glo. First our
product is cheaper than other product which it cost only RM15.50 for 750 ml. The price of our
product is reasonable and affordable. The customer could save their money if they purchased
our product. Other than that, our product contains high concentration. The customer can use
a small amount of the Lit-Glo to clean the glasses. Moreover, the Lit-Glo is environmental
friendly because the chemical that our company used is safe to the environment. The Lit- Glo
is also user friendly. Lastly, the Lit-Glo is suitable for all type of glasses such as glass door ,
window, car mirror and many more.

45
5.0 MARKETING PROGRAMS

5.1 MARKETING OVERVIEW

Marketing is one of the strategy method which focusing on the organization's energies and
resources on a course of action which can lead to increased sales and dominance of a
targeted market niche. In order to achieve the main goal of the product, the company must
concentrate to its limited resources on the greatest opportunities to increase sales and achieve
a sustainable competitive advantage. Besides, a marketing strategy should be centred on the
key concept which is the customer satisfaction and superb profit is the main goal to grab.

Marketing professionals are involved in planning, promoting, selling and distributing

products and services. Sales and advertising are two common career tracks. The additional
opportunities include product management, global marketing, distribution, and marketing
research. Marketing professionals are employed throughout the world by manufacturers,
advertising agencies, retailers, consulting firms, product testing laboratories, business service
firms, etc.

46
 5.2 MARKETING PROGRAMS
Good marketing strategies must be applied to the company in order to increase sales
and dominance of a targeted market niche. A marketing strategy combines product
development, promotion, distribution, pricing, relationship management and other essential
elements. Marketing strategy determines the choice of target market segments, positioning,
marketing mix, and allocation of resources. As the customer constitutes the source of a
company's revenue, marketing strategy is closely linked with sales.

A key component of marketing strategy is often to keep marketing in line with a

company's over-reaching mission statement. A great marketing strategy can serve as the
foundation and platform of a marketing plan which contains a set of a specific actions and
tactics to implement a marketing strategy.

i) Advertising
Advertising is a form of communication intended to persuade an audience such as viewers,
readers or listeners in order to purchase or take some action upon products, ideals, or
services. It includes the name of a product or service and how that product or service could
benefit the consumer, to persuade a target market to purchase or to consume that particular
brand. These brands are usually paid for or identified through sponsors and viewed via various
media. Advertising can also serve to communicate an idea to a large number of people in an
attempt to convince them to take a certain action.

Commercialize advertising use in our marketing strategy:

1) Television advertising
2) Radio broadcasting
3) Create social media account such as:
 Facebook
 Instagram
4) Banner attach
5) Printed Flyers / Pamphlet
 Contain info about our product
 Distribute at shopping complex, event and public area

47
ii) Promotion
Sales promotion is one of the methods which used in the company to attract the
consumer and to maintain the profit by applying this method. Sales promotion also include in
promotional mix which the main objective is the same as the other point of public relations,
direct marketing and advertising. Media and non-media marketing communication are
employed for a pre-determined, limited time to increase consumer demand, stimulate market
demand or improve product availability. Sales promotions can be directed either to the
customer, sales staff, or distribution channel members such as retailers. Sales promotions
targeted at the consumer are called consumer sales promotions. Sales promotions targeted
at retailers and wholesale are called trade sales promotions.

Technique which applied for the sales promotion strategy in our company:
1) Price Pack Deal
 The packaging offers a consumer a certain percentage more of the product for the
same price.
2) Checkout dispenser
 The customer is given a coupon based on the product purchased on checkout
3) Online coupon
 Consumers print them out online and take them to the store

48
6.0 FINANCIAL PROJECTIONS

6.1 FINANCIAL OVERVIEW

SheildEX Enterprise is initially a self-funded company with a start-up money for overall
expenses of RM421,310. However, the total production of involving all aspects in order to
make the profit grow now has accumulated to RM 850,410. The company applied for a bank
loan of RM 430 000 to spend on machines and transportations. Shieldex has operated for the
past 3 years and so far, the company is doing great. The total sales income increases each
year without having to add any more money to the production. Below are the details.

49
50
Income statement

51
52
53
Financial Performance

54
 6.2 FINANCIAL Qs TO CONSIDER

In order to sustain our business today’s volatile market, Shield-EX will ensure that the
customers’ needs and wants are met in real time and we will continue to treat our customers
as valued individuals, build long-term relationship that will drive up our revenues and stimulate
usage. The following key questions are addressed:

1. How will our revenues and expenses develop?

Based on our projected revenues, expenses will increase by 10% for the next three
years.

2. What assumptions underlie our financial planning?

Statistics on SMEs indicate that small businesses are the second largest and fastest
growing segments in Malaysia. Hence, our assumption is that we can gain profits by
targeting small companies as our client besides educational institutions.

3. What sources of capital are available to sustain our operations?

Our sources of capital are from the venture-funding and profits generated through
sales. These can be readily obtained as the telecommunications industry is expected
to continue recording moderate growth as it is recession-proof.

4. How will the company realize its profits?

Profits will be realized by selling our products through aggressive marketing strategies
that we provide. By giving only the best and enjoying the first-mover advantage,
Shield-EX profit will gradually increase.

5. What can investors expect from our company?

Investors can expect high returns by investing in our company with larger clientele in
the education industry, the company through its profits will be able to return the higher
value to our investors.

By embarking on the above project, it is expected that our product will continue to grow
in the next few years. The provision of the gateways and the services provided by our company
will accelerate the development of glass cleaners in the cleaning industry in Malaysia.

55
7.0 CONCLUSION

Business plan encourages the build-up of better business management of a company.

The exposure to the business strategy, management and budgets inspired the employee or
staff the key to success in the future to the business involvement. The main target of the
business is to introduce our product to the market within the country and worldwide could be
achieved with the strategic business plan. Shield-EX has put in all effort in order to increase
our quality and quantity in term of production, development and customer services. The
business plan will become a guideline for Shield-EX to improve the business in future over the
years

Shield-EX consists of six partnerships or shareholders willing to provide our friendly

and committed services to achieve the set target of business as state in the short and long
goals of company. Each members of the organization had played their main roles in
administration, operational, marketing and financial of the company efficiently. Our company
will strengthen the skills, efforts and idea in order to achieve the targeted goals as well as
improving the quality of the product.

Shield-EX will find the opportunity to introduce the business in worldwide by looking
forward the quality and quantity of the product by customer’s satisfaction. Last but not least,
the partnerships do hope that Shield-EX will grow as premier Multipurpose Glass Cleaner in
the country as well as worldwide too.

56
8.0 APPENDIX

APPENDIX A: Ending inventories

APPENDIX B: Income Statement Graph:

57
APPENDIX C: Organization Budget:

58