Conceptualising a Launch Event for ONCOFFEEMAKER at SITEX 2018

This report covers the planning and execution of a roadshow for ONCOFFEEMAKER at SITEX Show 2018 at Singapore Expo. The report highlights six key areas including event concept, SWOT analysis, logistics and programming, legal requirements, financial management, and risk management plan.

SCHOOL OF BUSINESS MANAGEMENT
BM8913
EVENTS PLANNING AND MANAGEMENT
SEMESTER 2, 2017/ 2018
ICA 3
CONCEPTUALISING A LAUNCH EVENT
Submitted to: Ms Winnie Quek
Submitted by: 5th DBMS / Group 1
Group Members:
Name Admin Number
CHUA SHEN YU 16A733C
NGIAN ZHI WEI 16A651Z
SUBHAS REDDY S/O SUPPAYAH 16A734P
YAP KOK SHEONG, ERIC 16A659Q
SIVABALAN S/O MARIYAPPAN 16A655A

Executive Summary
ONCOFFEEMAKER (OCM) is planning to participate in SITEX 2018 in Singapore. SITEX is
the only Consumer LIFESTYLE IT exhibition that encompasses technological elements of
experiential component in consumer electronics.
Smoovi Event Company is engage by OCM to plan and execute a roadshow for OCM at
SITEX Show 2018 at Singapore Expo. This proposal covers the requirement of executing an
event at an IT exhibition. This business report involves presentation, discoveries, findings
and requirement of organising an event in Singapore.
The report highlights six key areas. The first area was the Event Concept. The second area
was SWOT analysis on the event. The third area was the Logistics and Programming. The
fourth was the mandotary legal requirement that need to be in place. The fifth area was the
Financial Management and lastly the overall risk management for the event.

Contents
1. Introduction...............................................................................................................................3
2. Event Objectives........................................................................................................................3
3. Event Concept............................................................................................................................3
4. SWOT Analysis...........................................................................................................................3
4.1. Strength.....................................................................................................................................3
4.2. Weakness...................................................................................................................................4
4.3. Opportunities.............................................................................................................................4
4.4. Threats.......................................................................................................................................4
5. Logistics & Programming...........................................................................................................5
5.1. Proposed Location.....................................................................................................................5
6. Legal Issues - Regulation, Licences and Permits.........................................................................7
6.1. Regulation on Copyrighted Materials........................................................................................7
6.2. Food Shop License.....................................................................................................................7
6.3. Basic Food Hygiene Course........................................................................................................7
6.4. Fire Safety..................................................................................................................................7
7. Financial Management..............................................................................................................7
7.1. Breakdown of Expenses.............................................................................................................8
7.2. Revenue from Event..................................................................................................................8
7.3. Contingency...............................................................................................................................8
8. Risk management Plan..............................................................................................................8
8.1. Standard Operation Procedures................................................................................................8
9. Conclusion.................................................................................................................................9

1. Introduction
SITEX is the only Consumer LIFESTYLE IT exhibition that encompasses
technological elements of experiential component in consumer electronics, it set the trend It
is also premier consumer and lifestyle exhibition, where consumers can experience,
purchase and get exclusive preview of some of the most innovative consumer technologies
and products available in the market today. Smoovi Event Company is engage by OCM to
plan and execute a roadshow at SITEX Show 2018 at Singapore Expo. This proposal covers
the requirement of executing an event at an IT exhibition.
2. Event Objectives
2.1. Vision
To use this platform for interaction and building customer relationship for
OCM and to penetrate the market for the new product.
2.2. Mission
To create awareness to the audience and to arouse their interest in OCM
product.
2.3. Objectives
The goal and objective for our company is to increase sales for OCM by 20%
in the next Sitex fair 2018, they are as follows:
(a) Plan and organize a 4 days event for OCM at Sitex fair.
(b) To stage and launch latest model for OCM.
(c) To raise and create awareness for the OCM product.
3. Event Concept
After a few sessions of brain storming and base on SWOT analysis, we are planning
to have the concept to be, Modern Café Style within the Sitex fair itself. We also plan to
have emcee drawing the crowd to the booth, to See the demonstration of how to use the
latest product. Next to enable our customer to feel the physical product so that the
customers can use the machine first hand to do their own coffee and lastly to taste the
coffee they have made for themselves. This will allow the valuable customers to see, feel
and taste the final product, which will help to arouse interest and boost sales for OCM.
4. SWOT Analysis
4.1. Strength
(a) The Ripple machine allows the consumer beside enjoy coffee but also adding
fun, personalized image to their beverage, generating and emotional response.
(b) It acts as a revolutionary printer that adds beautiful high- resolution images
and messages onto frothy drinks.
(c) It is preferably to use by retailer to earn revenues.
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(d) It causes No threat to human as the machine is certify safe by NEA.
(e) It operate in Wi-Fi-enable which is always connected and ready to use.
4.2. Weakness
(a) The Coffee - Art machine cost $3,500 and only enable to make 6000 cups.
Which is 16 per day.
(b) The ripples machine may require to engage another coffee-maker machine in
order to perform the arts. Which mean, the subscriber need to invest least $20,000 to
buy a coffee machine and then to invest another $3,500 of the ripples coffee-maker
in order to enjoy the business of coffee-art.
(c) After which owner must renew the contract to obtain another 6000 copies.
(d) Only selected Coffee foam is one of the main consideration to make the best
of the result. Which may be limit to the target audience.
(e) Any cup that bigger or higher than 8oz cup may jeopardize the functionality of
the performance.
(f) In the event of profitable concept, it is not feasible n viable for office user
because they could only use it for entertaining purposes. Only M1 Ptd Ltd is utilizing
such product.
(g) Not all coffee maker is suitable to this machine. It only mean for certain brand
due to the stability of foam
(h) The Outcome of 8oz cup will create with a Bigger circumference that may
show a design with a smaller image.
4.3. Opportunities
(a) Besides appreciating the aroma of the coffee, the image entices more
customer to drink coffee from the product which may leads another channel to earn
revenue. Therefore it creates a growth in the popularity in the coffee-maker industry.
Any coffee lover can fulfilled their creativity and express it to their friends in this
coffee-art.
(b) 2 It may bring out another trendy Style. Ripple can be use as a business tools
to enhance brand message, connect with your customers and promote events.
(c) It is Halal certify which indicates the muslin food eater can enjoy the art of
coffee from the machine.
(d) Ripple is as simple as using any smartphone application. Customer and
baristas will be able to dominate within minutes.
4.4. Threats
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(a) The manufacture of the machine leaks out its cabling when operating. Thus it
may create a risky factor for user although it is water resistant.
(b) The ripple maker (coffee-arts machine) require a cartridge to be install in
which it can only able to print 300 Design. Thus subscriber need to purchase for
replace.
(c) The subscriber require to sign one year contract with the company in order to
use the machine. The contract only allowed 6000 copies from each machine.
(d) Another organisation may set up similar ideas to counter them with lower
price machine.
(e) Ripple machine may be getting out of flavour after some time due to lack of
his creativity or customers are getting bored.
 An increase in the level of scrutiny by local government
An increase in the level of scrutiny by the local government is used to control the
level of risk in the business. It gives the local government an opportunity to look at
the business operation and also to look at the risks of the business as they emerge. It
allows the local government to assess in detail inherent risk associated in the business.
The increased level of scrutiny will allow the local government not only to monitor
risk level but also to sharp risk management decisions. This is because of the change
in the role of local government change from a strategic role to empowering local
citizen, businesses and enabling community engagement. The actual funding
application procedure enables the local government to have full control on the actual
type of business that is funded and requires the business to provide monitoring
reports. Nevertheless, risk management by local government will not be vigorous. For
this to happen small amount are being provided by the local government to help in
business operation and failure of the business project will have minor repercussions to
the business and the local government at large. Usually projects with high level of risk
should be in control of the local governments.
The local government will set up rules and regulations with an aim of creating
conducive environment for the smooth performance of the, business. The guidelines
set by the local government can be used to control inherent risks. Therefore, an
increase in the level of scrutiny by the local government enables the business to
perform smoothly.
 A shift in social attitudes
The social aspect mainly depends on the forces that are found in the society in which the
business operate. Friends, colleagues, neighbours and family are example of social factors.
These factors affect people attitudes, interest and opinion. Therefore, it can influence
revenues earned and the actual sales of products. Social attitude affects how people behave
and determine what we buy. It can shift the demand of a particular product of the business.
Appositive change of attitude towards the company products will enables massive growth in
the business.
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The more the company knows the social trends that influence the industry and the
community, the better the company the performance of the company because it will be able
to target the marketing effort. Attitudes signify the overall people assessment of the
company products. They are important due to the fact that they determined the actual
behaviour of the consumer.
 The potential for new events to be set up in competition.
The entry of new events causes stiff competition within the business environment due to the global
economy and global competition. This is because of the existence of many options in the market.
This makes it difficult for the business to make profit within their services and trade. They have to
encounter more markets and businesses and have to be worried about trying to be a head of their
competitors. The business will face difficulty in outsourcing employees.
Another difficulty that the organization may face is competition due economic downturns. This
causes an increase in self- employment and enables a struggle of different people with an aim of
making money. The new business will also try to be a head of the existing businesses by charging a
lower price for potentially poor service, or goods, and work. This will reduce the profits and revenue
of the existing business because of the actual drop in sales. The new events may also cause un fair
competition within the business environment.
5. Logistics & Programming
5.1. Proposed Location
a) of booth base on floorplan of Sitex 2017(refer to annex 1)
Hall 8
(a) 8B13 or 8C47
Reason:
Positioning near entrance give OCM an advantage as targeted customer can
locate the booth easily, the aroma of the coffee can attract coffee lover to
patronize the booth.
As mention food & beverage section, these two items go hand in hand. When
consumer eat, highly they need to drink too. Targeting on this need of
consumers, positioning OCM’s booth near F&B section of Sitex show, OCM can
have free coffee sampling to promote their quality of the coffee beans.
Hall 7
 7E19 near telco companies’ booth
Reason:
Data extracted from Singstat, mobile phone penetration rate hit 149.8% in
2016(refer to annex 2, table 1). Based on the figure, we can assume that people
visit Sitex show will sure patronize telco booth due to attractive offers by the telco
companies or maybe latest handset model. By positioning the booth near them,
chances are very high that people will also patronize the OCM’s booth.
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(b) Booth’s Size. For Sitex show, the management have standard exhibiting
booth space of 12sqm, 24sqm or 36sqm for the vendor in form of shell scheme and
raw space (refer to annex 2). Minimum size for shell scheme is 12sqm and 24sqm for
raw space. For the other customizable sizes, we can write in to the management to
make arrangement.
2017 Sitex show OCM’s 24sqm shell scheme booth (refer to annex 3):
At 2017 Sitex show, ONCOFFEEMAKER has create and raise awareness to the
public by having a simple booth to showcase their products. Consumers gets to
test out the latest production of OCM, a machine that can do fine art on the coffee
surface using the coffee’s foam. When there is wifi connection, the machine can
do any pictures from the device that is connected to it (refer to annex 3).
2018 Sitex show proposed OCM’s booth:
Propose to rent a 36sqm raw space booth from Sitex show management.
(c) Booth’s Design. Our design department has designed a booth for OCM 2018
Sitex show appearance. As the business is coffee related, our designer has come out
with a concept of simple, yet modern cafe look booth (refer to annex 4). Consumer
can have their sample coffee seated at the bar counter while the salesperson can
promote the product of OCM when they patronize the booth. Full attention will be
given by the consumers as they get to sit back and enjoy their coffee.
We will be engaging Bideas Productions Pte Ltd (refer to annex 4) for the
construction and setup of the booth as the company have been delivering excellent
results on projects given to them under our company’s hands. It will be costly to
make a brand-new booth, they will be using their existing booth and modify it into
what was proposed, repaint it and rent it to us for 3 days. The booth will also come
with a hidden compartment for storage and admin use. All operations done by Bideas
will be made into a package with a fixed price because the long-term partnership that
was established before.
(d) Decoration. 2x water base flag pole banner 5.5m (refer to annex 5) printed
with design of OCM’s main product will be use as décor. Printing of banner and the
water base flag pole will also be supply by Bideas. These 2 banners will be place at
the entrance of the hall as the advertising elements. Minimum décor is used as
position and unique design of the booth has given a big advantage to OCM against
potential competitors. The advantage will also the reason that where consumers can
locate OCM’s booth easily.
(e) Brochure. Bideas will be printing 4000 pieces of colour A4 size brochures for
the 4 days Sitex show. Brochures content will be the FAB of OCM latest product and
the varies types of coffee beans (refer to annex 5).
(f) Manpower. 12x part-timers will be hired to help run the booth during the Sitex
show period in 2 different shifts (1100am-4pm, 4pm-9pm). For day 1 and day 2, only
8 part-timers are required as it is a weekday. Their job scope is mainly go around
Sitex show giving out brochures, getting consumers to patronize our booth and help
up to serve the customers. They will be wearing t-shirt that is specially made for the
Sitex show to catch attention of the people (refer to annex 5). The t-shirt will be fully
sponsor by our company.
(g) Event Shutdown. Once Sitex show is over on day 3, Bideas will have their
workers settling the shutdown. Our company will submit an event evaluation report to
OCM by the next 3 working days.
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(h) Programme Rundown. The objective will be more on boosting the sales.
Daily programme will be the same to prevent confusion on the ground. Tasking of
individual are kept simple and focus to meet the objective. For detailed programme
rundown (Refer to annex 6).
(i) Promotion. Discount coupon will be given to customers that visit our booth
during 2018 Sitex show. The coupon can only be used on the next purchase of the
customer on any products. As for online promotion, promo code will be published on
our website, this will encourage customers to make purchase via online, helping
OCM to save storage space at the booth (Refer to annex 5).
6. Legal Issues - Regulation, Licences and Permits
6.1. Regulation on Copyrighted Materials
Exhibitor is responsible for obtaining necessary licenses and permit to use
music, photographs or other copyrighted material in the booth or display. Exhibitor
are not permitted to play, broadcast or use other copyrighted materials, such as
artistic works or photographs without obtaining license.
6.2. Food Shop License
This is a requirement under the Environmental Public Health Act1 so as to
ensure cleanliness and food safety in food retail outlets. In this case, OCM is
providing free coffee and other beverage at SITEX 2018, therefore license have to be
apply.
6.3. Basic Food Hygiene Course
Cleanliness is paramount in the F&B industry. Service staff that prepare and
serve the beverage should attend Basic Food hygiene courses organized by
approved agencies. OCM is to ensure that working staff that are preparing the
beverage attended the course. Overlooking this food safety option can lead to
negative outcomes and could potentially land the company into legal issues.
6.4. Fire Safety
Under the Fire Safety Act, anyone who intends to temporarily change the use
of an area (Stage show, Exhibitions, Trade Fairs and Carnivals) within a building or
an outdoor area for the purpose of holding an event where temporary / makeshift
structures are erected is required to apply and obtain an approval from the Singapore
Civil Defence Force (SCDF). The aim is to ensure that there is adequate fire safety
measures provided for the event. For SITEX 18, OCM planned to erect decorative
structures, therefore a “Temporary Change of Use” application has to be made to
SCDF for approval.
7. Financial Management
Financial Management is carefully deliberated has it is a high-level responsibility
towards achieving event success. As such, the budget is deliberated which is a quantified
1 http://www.nea.gov.sg/public-health/food-hygiene/information-for-food-handlers
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statement of plans. This will provide the event management and client that the event
budgets are “working draft” that are likely to change when more details come in. Budget was
derived based on similar events staged during Sitex Fair 2017.
The budget for this event is set at $40,000. The main bulk of spending will come from
the rental of venue, booth set-up, manpower and decorations. Payment for is broken into 3
parts to facilitate cash flow (see Table 1):
Payments Stages Percentage Actual Amount
First Payment Upon Agreement 50% $20,000
Second Payment 1 week before event 25% $10,000
Third Payment End of Event 25% $10,000
7.1. Breakdown of Expenses
The expenses for this event consist of 7 components. For site allocation, it will
cover the staffs, equipment, tables and chairs. For the decoration portion, it will cover
items like flowers, lightings and balloons. Publicity will cover graphics work,
photocopying, printing, flyers and banners. Collateral spending covers gifts.
Miscellaneous spending covers insurance, permit and supplies. The total expense
will amount to $33,150.
7.2. Revenue from Event
Projected revenue for this event will come from the sale of OCM machines
priced at $3,500.
7.3. Contingency
An estimated of $6000 is kept as buffer for uncertainty expenses such as
replacement of machines and other adhoc replacements.
8. Risk management Plan
The purpose of this risk management plan is to ensure a smooth event for OCM at
Sitex fair, and to define the actions taken to quickly respond to any crisis, if present on site.
All event must have a Risk management plan as it will help to identify potential risk which
may happen. This risk management plan will help to eliminate the identified risk that may
cause harm to the people or equipment. Our company have identified 5 potential risk and
how to mitigate them in the next paragraph.
8.1. Standard Operation Procedures
The following are identified as event stoppers, and following are the
management plan on how to mitigate and to respond:
Crisis Respond
1. Fire  Shout Fire x3, To alert everyone
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 Alert the Sitex fair management
 call 995.
2. Blackout  Calm down people from panicking
 Instruct customers from OCM booth to evacuate in an
orderly manner to the holding area
 Salesperson to be cautious with the cash register
3. Violent
Behaviour
 Inform the Sitex Security
 Need be call the Police
4. Trip over wire  To ensure no cable or wires are left loose along the walk
way
 If cable have to run through the walk way, put duct tape,
casing and signage to warn people

5. Theft  Small items to be place in the glass shelves to minimise
contact to people
 At the try out area to have a staff to assist the customer, so
that the staff also can double up as eyes on the product
 Cameras to be place at locations which will be able to cover
all angle in the booth with signage’s
9. Conclusion
Our company with the vast experience and results is confident that in 2018 Sitex
show, OCM will be the limelight. OCM are giving coffee lover a wonderful experience by
harnessing their interest and the advancement of technology together. We will be using
modern style cafe theme to replace the traditional coffee shop image that can help to attract
younger generations coffee lover and penetrate the modern era together with OCM.
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http://www.6999media.com/
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Annex 1
Proposed location of booth
10
8C47
F&B
Hall 8 entrance
8B13
7E19
Telco
Hall 7 entrance

Annex 2
Table 1
Shell scheme booth provide from Sitex show management
11
https://www.imda.gov.sg
12sqm 24sqm 36sqm
Raw space booth

Annex 3
2017 OCM’s booth at Sitex show
24sqm shell scheme booth
Latest product of OCM Fine art created by the machine
12
If there is wifi connection

Annex 4
2018 proposed OCM’s booth at Sitex show
Annex 4
2018 proposed OCM’s booth at Sitex show
Special design booth construct on 36sqm raw space booth space
Bideas Productions Pte Ltd
They provide a one-stop solution that caters to all your exhibitions and events set up needs.
Bideas are specializes in constructing custom exhibits, displays and structures. They have
designed and manufactured creative, top-quality tradeshow displays, exhibits and
environments that enable clients to engage their customers in ways that are truly unique.
and one that reflects a company’s individuality, character and creativity.
13
Products’
pictures
Company
Name

Annex 5
Brochure
14
ONCOFFEEMAKER
FEEL THE
INNOVATION IN
THE
FRAGRANCE
BOOTH’S ADD
T-shirt provided to the part-timer.
Water base flag pole banner 5.5m

15
Discount Coupon

Annex 6
Programme rundown
Date Time Description Personnel involved Remarks
22/11/18
(Thur)
0000 Setting up of booth Bideas’s staff Construction/
setup of booth.
0800-
0830
Hand/takeover of booth
to client.
Bideas’s staff &
Smoovi’s staff.
To check for
defects before
taking over.
Hand/takeover of booth
to client.
OCM’s staff & Smoovi’s
staff.
Due to security
reason, booth
must hand over to
OCM’s staff.
0900 Arrival of products and
setup for display
OCM’s staff & Smoovi’s
staff.
-
1000-
1015
Reporting of 1st shift part-
timer.
Smoovi’s staff. 4x part-timer are
told to have their
lunch before
reporting.
Job scope briefing to the
part-timer.
Smoovi’s staff & part-
timers.
-
1015-
1030
Risk management
briefing
All personnel -
1100 Booth start operating All personnel -
1200-
1300
Lunch All personnel less part-
timer
Concurrent.
1530-
1615
Reporting of 2nd shift
part-timers.
Smoovi’s staff. 4x part-timer.
1st shift part-
timers will be
dismiss.
Job scope briefing to the
part-timer.
Smoovi’s staff & part-
timers
Also, to brief on
risk management
plan.
1730-
1830
Dinner All personnel Concurrent.
Dinner provided
for the 2nd shift
part-timers.
2100-
2200
End of day 1 All personnel less part-
timers
Packing up of
booth.
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Dismissal of 2nd
shift part-timers.
23/11/18
(Fri)
1000-
1100
Start of day 2 All personnel Setting up of
booth.
1100 Reporting of 1st shift part-
timers.
Smoovi’s staff. 4x part-timers.
1200-
1300
Lunch All personnel less part-
timer
Concurrent.
1600 Reporting of 2nd shift
part-timer.
Smoovi’s staff. 4x part-timer.
Dismissal of 1st
shift part-timers.
1730-
1830
Dinner All personnel Concurrent.
Dinner provided
for the 2nd shift
part-timers.
2100-
2200
End of day 2 All personnel less part-
timers
Packing up of
booth.
Dismissal of 2nd
shift part-timers.
24/11/18
(Sat)
1000-
1100
Start of day 3 All personnel Setting up of
booth.
1100 Reporting of 1st shift part-
timers.
Smoovi’s staff. 6x part-timers.
1200-
1300
Lunch All personnel less part-
timer
Concurrent.
1600 Reporting of 2nd shift
part-timers.
Smoovi’s staff. 6x part-timers.
Dismissal of 1st
part-timers.
1730-
1830
Dinner All personnel Concurrent.
Dinner provided
for the 2nd shift
part-timers.
2100-
2200
End of day 3 All personnel less part-
timers
Packing up of
booth.
Dismissal of 2nd
shift part-timers.
26/11/18
(Sun)
1000-
1100
Start of day 4 All personnel Setting up of
booth.
1100 Reporting of 1st shift part- Smoovi’s staff. 6x part-timers.
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timers.
1200-
1300
Lunch All personnel less part-
timer
Concurrent.
1600 Reporting of 2nd shift
part-timers.
Smoovi’s staff. 6x part-timers.
Dismissal of 1st
part-timers.
1730-
1830
Dinner All personnel Concurrent.
Dinner provided
for the 2nd shift
part-timers.
2100-
2200
End of event All personnel less part-
timers
Packing up of
booth.
Dismissal of 2nd
shift part-timers.
2200-
2230
Hand/takeover of booth
from client.
OCM’s staff & Smoovi’s
staff.
Hand/takeover of booth
from client.
Bideas’s staff &
Smoovi’s staff.
2230
onwards
Shutdown of event Bideas’s staff Dismantle of
booth &
Returning venue
to original state.
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Annex 7
Cost Breakdown
Description Cost ($)
Bideas Exhibitions
$15,000
Lightings
Booth (based on 36 sqm)
Bar table & High Stools (5 sets)
Demo Booth (1.8m x 1.2m)
Brochures
2 X Water Base Flag Pole Banner
Professional Support Staffs
$15,000
Singex Exhibition Ventures
$7,600
Rental for space (36 sqm)
$7,600
Smoovi Event Company
Event Fees $3,500
3 sets of 55inch mounted TV $700
2 sets of Andriod smartphones + 3 sets of iPhones $200
2 sets of Android tablet + 3 sets of iPad $200
Short throw HD projector $500
Backdrop for stage (7m x 2m) $350
Contact Staff
$10,250
Sponsors & Partners
$200
$300
Starbucks Coffee??
 Coffee Machine??
 Disposable Cups??
Publicity
Graphics Work $130
Printing (4000 pcs) $166
Miscellaneous
Gifts?? $500
Permits $100
SCDF Fire Insurance $80
$300
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Legal fees?
$900
Total $33,550
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