Air Caf Bus Sdn Bhd TABLE OF CONTENTS

Air Café Bus Sdn Bhd
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TABLE OF CONTENTS
Page
Copyright Page...............................................................................ii
Declaration...................................................................................iii
Acknowledgement..........................................................................iv
Table of Contents............................................................................v
List of Tables.................................................................................ix
List of Figures................................................................................x
List of Financial Statements...............................................................xii
List of Appendices.........................................................................xiii
1. EXECUTIVE SUMMARY.......................................................1
1.1 The Opportunity...........................................................1
1.2 Description of the Business..............................................1
1.3 Competitive Advantages..................................................2
1.4 The Target Market.........................................................3
1.5 Management Team.........................................................3
1.6 Brief Summary of the Financial Projections...........................4
1.7 Description of What the Business Needs..............................4
1.8 Exit Strategy for Investor................................................5

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2. THE BUSINESS..................................................................6
2.1 Description of the Business.............................................6
2.1.1 The Name, Logo and Location of Business.......................6
2.1.2 Nature of Business/ Products or Services Offer.................8
2.1.3 Company Missions and Objectives................................9
2.2 The Opportunity.........................................................10
2.3 Competitive Advantages................................................11
2.4 Current Status and Requirement.......................................12
3. INDUSTRY ANALYSIS.......................................................15
3.1 Industry Description.....................................................15
3.1.1 Industry Trends.....................................................15
3.1.2 Industry Size.........................................................17
3.1.3 Industry Attractiveness.............................................21
3.1.4 Profit Potential.......................................................25
3.2 Target Market............................................................26
3.3 Competitive Position within Target Market.........................31
4. Marketing Plan....................................................................34
4.1 Product/ Service Feasibility Analysis................................ 34
4.1.1 Full Description of the Service Offer........................... 34
4.2 Pricing Strategy...........................................................40
4.2.1 Competitive pricing..................................................40
4.2.2 Bundle pricing strategy..............................................42
4.2.3 Seasonal Discount...................................................42
4.3 Channels of Distribution................................................43
4.3.1 Set-up Counter........................................................43
4.3.2 Telephone Booking.................................................44
4.3.3 Online Booking.....................................................44
4.3.4 Integrated Service Counter inside the Bus......................45
4.4 Promotions and Advertising............................................46
4.4.1 Promotions...........................................................46
4.4.2 Advertising..........................................................48

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5. OPERATION PLAN............................................................51
5.1 Method of service Delivery............................................51
5.2 Availability of Qualified Labor Pool.................................54
5.3 Business Partnership....................................................55
5.3.1 Bus Customization and Maintenance............................55
5.3.2 Kitchen equipment.................................................56
5.3.3 Tableware............................................................57
5.3.4 Food and Beverage.................................................58
5.4 Quality Control...........................................................61
5.4.1 Bus Cleanliness......................................................61
5.4.2 Personal Hygiene....................................................62
5.4.3 Service Performance................................................62
5.5 Customer Support........................................................63
5.5.1 Company Website....................................................63
5.5.2 Phone Call............................................................63
5.5.3 Feedback Letter......................................................64
6. MANAGEMENT TEAM.......................................................65
6.1 Management Team....................................................................65
6.2 Key Professional Service Providers..........................................71
7. COMPANY STRUCTURE, INTELLECTUAL PROPERTY,
AND OWNERSHIP..............................................................................73
7.1 Organization Structure..............................................................73
7.2 Legal Structure.........................................................................76
7.3 Intellectual Property.................................................................78
8. FINANCIAL PLAN.............................................................................79
8.1 Capital Requirement for the Next Five (5) Years....................79
8.2 Overview of Financial Projection............................................81
8.3 Pro Forma Income Statement for the Next Five (5) year.........83
8.4 Cash Flow Projections for the Next Five (5) year...................86
8.5 Pro Forma Balance Sheet for the Next Five (5) year...............89

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8.6 Payback and Exit Strategy........................................................94
8.6.1 Payback...............................................................................94
8.6.2 Exit Strategy.......................................................................96
9. CRITICAL RISK FACTORS...............................................................97
9.1 Management Risks...................................................................97
9.2 Marketing Risks.......................................................................99
9.3 Operating Risks......................................................................101
9.4 Financial Risks.......................................................................103
9.5 Intellectual Property Infringement.........................................104
9.6 Other Risks.............................................................................105
9.7 Contingency Plans..................................................................106
REFERENCES...............................................................................................108
APPENDIX.....................................................................................................114

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LIST OF TABLES
Page
Table 1: Air Café Bus Sdn Bhd Yearly Sales and Profit (Estimated) 4
Table 2: Industry Size (Estimated) 17
Table 3: Industry Growth Rates (Estimated) 17
Table 4: Industry Sales (Projection) 20
Table 5: Direct Competitors Analysis Grid 31
Table 6: Indirect Competitors Analysis Grid 33
Table 7: Price list of competitors in year 2010 (Projections) 41
Table 8: Staff Position and Job Description 54
Table 9: Capital Requirement for Next 5 Year 79
Table 10: Income from Year 2012 until 2018 (Projections) 94
Table 11: Computation of Payback Period 94

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LIST OF FIGURES
Page
Figure 1: Logo of Air Café Bus Sdn Bhd 6
Figure 2: Industry Size, Growth Rate, and Sales (Projections) 17
Figure 3: Annual Sales (Projections) 19
Figure 4: Sales Growth Rates (Projections) 19
Figure 5: Percentage of Willingness Try on a Bus with Café Service
(Projections) 26
Figure 6: Gender Preference (Projections) 27
Figure 7: Age Range for Target Market (Projections) 28
Figure 8: Income Level (Projections) 29
Figure 9: Kind of Transportation Customers Prefer (Estimated) 35
Figure 10: Numbers of Customer Travel Through and Flow from KL
Sentral to KLIA / LCCT per year (Estimated) 36
Figure 11: The Factors Motivate Customers to Choose Transportation (Projections)
37
Figure 12: Improvement Expectation in the Bus Service (Projections) 38
Figure 13: The Cost of Customers Willing to Pay (Projections) 39
Figure 14: Overall of Service Delivery Process 51

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Figure 15: RTG Intech Corporation Sdn Bhd 55
Figure 16: F & B Equipment Sdn Bhd 56
Figure 17: Logomas Packaging Sendirian Berhad (LP) 57
Figure 18: King’s Confectionery 58
Figure 19: Coffex Coffee 59
Figure 20: F&N Beverages Marketing Sdn Bhd 60
Figure 21: Location of Low and Partners Law Firm 71
Figure 22: Air Café Bus Sdn Bhd’s Organizational Structure Chart 73

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LIST OF FINANCIAL STATEMENTS
Page
Financial Stament 1: Pro Forma Income Statement 83
Financial Stament 2: Cash Flow Projections 86
Financial Stament 3: Pro Forma Balance Sheet 89