GOAPE ECF PITCH DECK.pdf

GOAPE
PRESENTS
BUSINESS
PROPOSAL
Your Delivery Buddy

MENU
• Introduction
• About GoApe
• Our Story
• Mission & Vision
• Our Team
• Problem Statement
• The Concept/Business Model
• Market Opportunity
• Market Segment
• Value Proposition
• Analysis
• Competitor Analysis
• Road Map
• Financial Projection
• Revenue Model
• Use of Fund
• For Investors
• Summary
GoApe. | Your Delivery Buddy

INTRODUCTION
In our multi-cultural Malaysia, our Food & Beverage sector
brings in annual growth of 7.6%.
In view of this booming F&B sector, there comes the
opportunity for online delivery.
Changes in city consumers lifestyle that focuses on
convenience has led to this rapid growth of online delivery
market.
Major online delivery platforms such as Food Panda and
Grab dominate the online delivery market. Other players
such as Dah Makan, Deliver Eat and Honestbee joins the
market contributing to the revenue of USD$91 million in
2018 with 3.1 million users.

ABOUT
GOAPE
GoApe is a new delivery application established in 2018. It is
founded by a group of diversed mix of young and seasoned
entrepreneurs. With the belief that they can bring a little
difference to the world’s environment and the F&B industry,
they decide to bring in GoApe.
GoApe is a new farm to table delivery platform that
provides sustainable solution to the F&B world by workin
together with farmers and restaurant operators using
electric bikes, resulting in cost-effective alternatives and
reduction of CO2 emission.
With green in mind, GoApe strives to be the most affordable
delivery platform with green and sustainability in our vision.
GoApe also aims to bring convenience to public where food
and beverages can be delivered to customer’s doorstep
within stipulated time with high satisfaction.

OUR STORY
• There are many delivery platforms in Malaysia but the system
is inconvenient, incomplete and imperfect.
• GoApe creator, Sherly tried placing orders on several
platforms but soon realises that lack of riders, long waiting
hours, expensive price, and app user unfriendliness are some
of the issues faced by consumers. To top it, the carbon
emission produced by the riders are polluting the
environment further.
• With the mission of improving Malaysia’s delivery system,
Sherly started a user-friendly food delivery app GoApe that
includes a wide selection of good food at a very reasonable
price.
• She also has this visionary view that delivery services should
be sustainable with the aim of reducing carbon footprint
and cost effective at the same time.
• A cleaner environment, a sustainable delivery system and
good food quality at reasonable price would be more than
enough to put a smile on Sherly’s face and heart.

OUR MISSION
• To be the most preferred green online delivery platform in
Malaysia
OUR VISION
• To deploy the latest technological innovations in online
delivery platform including, but not limited to green vehicles,
GPS tracking, data analytics and artificial intelligence.
• To provide the most satisfying delivery service to our
customers, in terms of our 15-minute assurance and
customised F&B recommendations

OUR TEAM
SHERLY TAN, CEO DEXTER TAN, CO-FOUNDER
Dexter is a seasoned real estate and property
developer who has professional skills in project
management and operations strategy. In the
past, he has been involved in the development
of Legoland, MRT V4 line, Subang LRT line and
operations management for Sunway Velocity
Mall. He has designed and will be in charge of
the execution of GoApe’s operations systems.
Having graduated in Mass Communications, Sherly
has a natural talent in communicating with people.
Although young, she is passionate about food and
how new technology can make online food delivery
services easier, affordable and reachable to larger
scale of people. She possesses all the acquired
skills to elevate GoApe to become an International
Homegrown brand.
DATO' SRI SIMON,
APP DEVELOPMENT DIRECTOR
GALDVIN,
MERCHANT LIAISON DIRECTOR
Dato’ Sri Simon holds double major in Graphic
Design and Photography from University of East
London and has extensive experiences in managing
businesses. He is the mastermind behind the
GoApe app development and strategy. By merging
his creativity and business skills, GoApe is set to
burst with innovative ideas.
Galdvin manages 6 F&B restaurants, ranging from
café, bar to desserts earning increased revenue
every year. He develops a set of customised
business strategy and determine menus for GoApe
that sends GoApe into the heart of each customer.

PROBLEM
STATEMENT
(1)
Our study has shown that the issues discovered in the F&B industry can be divided into three categories: Raw
material supply, the conventional restaurants and online delivery platform.
In the F&B industry, the price of food very much depends on the price of raw material, which means the more
costs is put into the food preparation, the higher price is tagged on the food. Meanwhile, the price of raw
material depends on the middleman, usually they are the ones liaising between farmers and restaurant owners.
In the Malaysia farmers market, just rice alone, there are 197,189 farmers providing rice to 31 million Malaysians*.
However, over 75% of proceeds supposedly received by farmers were discounted due to “poor quality”. This
scenario usually happens when middlemen tries to secure their profit margins. Farmers understand their
exploited situation but is unable to do anything as they still need to depend on these middlemen to buy from
them. The exploitation leads to the rise of price on the raw materials since the middlemen has total say on the
raw material. This is definitely not beneficial to the farmers, restaurant owners and consumers at large.
In terms of the conventional restaurants, thanks to the emerging social media posts to recommend good food,
the restaurants are quick to be swarmed with crowd. While the restaurant has the capacity to deal with the big
crowd, their space is limited. Here are some of other challenges in the F&B industry:
· Long queue at restaurant
· Over-crowded at restaurant
· Inconvenient (no transport or location is too far)
· Lack of time (short office lunch hour or long meetings)
· Too many restaurants
· Bad food quality
· Difficult to secure parking
· Hot/rainy weather
· Costly raw material
*Info extracted from https://www.theedgemarkets.com/article/my-say-can-
middlemen-be-eliminated-especially-agriculture-and-fishing-sectors

PROBLEM
STATEMENT
(2)
With so many issues faced by the F&B industry, one would figure that maybe online delivery platform could provide some sort of
solution. In some ways, online delivery platform has helped to ease the traffic at the restaurant. However, there are also challenges
faced by the online delivery platform. Here is the current scenario for online delivery platform:
Long waiting time
When customer places order on online delivery platform, it can take
somewhere between 30 minutes up to 2 hours if it is peak hour. The
waiting time is inconsistent, rendering the service to be unreliable.
Lack of branding
There is no standardization in terms of branding as riders could wear
whatever they want, at time deteriorating the brand image. Riders
are not equipped with uniform and tags and there is no visible
branding on the food packaging.
Extra charges during peak hours
Some online delivery platform charges more during peak hours
between 5 and 10 percent extra than that of usual orders. This is to
reduce the number of orders, as they are unable to cope with the
large volume.
Limited delivery area
Many online delivery platforms are saturated in some popular areas
and other further destinations within Klang Valley are dismissed. The
limited areas has stirred frustrations, hence losing customers.
Slow Customer Service
This is by far the biggest issue faced by online delivery platform.
Customers have complaints but there is no avenue for them. There is
no solution for the customers when their order comes late and when
they contact the online delivery platform, their problem remains
unresolved. There is no hotline nor a systematic process in place to
solve this issue.
Limited choice of merchants
Many conventional restaurants refused to promote on online delivery
platform because of high commission fees and issues with kitchen
operation (coping with large volume). Hence, the food selection
becomes limited and ‘usual’, resulting in boring menu.
Lack of riders
Riders come and go as there is no discipline instilled in the riders.
Retaining riders have become an issue for online delivery platform
because there is no loyalty to the brand. They will go where
benefits are the best as they don't get a sense of belonging to the
brand. Hence, lack of riders has caused online delivery platform
unable to cope with the large volume received during peak hours.
Despite these challenges, there is a huge potential for online delivery platform to succeed. We believe that there are still many
gaps in this market that our business venture can fill in to serve customers with better strategic business planning and execution.
Among these gaps are; lowering of the operating costs, better branding strategy to build customers' trust and loyalty, and
improving efficiency in executing and fulfilling delivery orders.

Going Green
with CO2
Emission
Reduction
THE CONCEPT
• In view of the above scenarios in the F&B industry as well as the online delivery platform, GoApe is the
solution to the problems.
• GoApe’s concept is based on 4 core foundation:
Offering Quality
Delivery Service
FRIENDS SHOP FIRST!
Creates Long
Term Job
Prospects &
lowers OPEX
FRIENDS SHOP FIRST!
Reduce farmer’s
dependency on
middleman
FRIENDS SHOP FIRST!
• There are two components of the app here. One component goes to link the farmers with restaurants and the other is
the customer segment.
• By using upgraded and well-researched data, GoApe app provides good food quality at an affordable pricing with a
user-friendly app.
• How does the app works? For farmers and restaurant operators, the app links the closest farm available to the
restaurant so that the restaurant could purchase their materials directly from the farmers without having to go through
middleman at direct costs.
• For customers, Customer places order on GoApe app, GoApe processes their order using advanced technology
analytics, directs the orders to GoApe's nearest onsite delivery staff to fulfil the orders using zero-pollution and low-
noise electric bikes. We target our order-to-delivery time gap to be less than 15mins. GoApe app is also able to
recommend quality and affordable F&B to our customers, including hidden F&B gems out there.
• Back-end data analytics and artificial intelligence (AI) capabilities to create meaningful insights from farmers,
restaurants and the customers' data to better reach out to existing and new customers, as well as improving
operational effectiveness and efficiency that is estimated to cut OPEX by at least 20% as compared to conventional
delivery platforms.

MARKET
OPPORTUNITY
ONLINE DELIVERY MARKET
• Food delivery market size in Malaysia is one of the fastest growing sectors in the market with it
growing to annual revenue of USD$956 million by year 2020[1]. In addition to that, a research
done by Chua, Adeline & Harn, Phaik & Khatibi, Ali & Ismail, Hishamuddin, the main reason why
people shop online is due to convenience and time saving at 78 percent, while pricing and
selection falls into second spot at 51 percent and 43 percent respectively for the reason of
shopping online[2].
• Due to the above, more studies have been done and the result is that there are two windows of
opportunity with online delivery services:
1. Existing online delivery market
2. Conversion of conventional restaurants to online delivery platform
• Meanwhile, a more conservative calculation on Statistica website revealed that the revenue for
the existing online delivery market in Malaysia for 2018 has hit USD$91 million with 3.1 million
users with annual growth of 39.6 percent[1]. By taking this growth, in less than 5 years, the
revenue is expected to grow to USD$254 million by year 2023.
• From the statistics provided by the Malaysian government, last year, there are a total of 15.3
million online shoppers in Malaysia[2]. Malaysian government is committed to promote e-
commerce and GoApe platform is right on dot with the government’s initiative.
• In 2018, the online delivery services hits 3.1 million users. By taking the number of online shoppers
in Malaysia, of which is 15.3 million, there is still plenty of room for online delivery services to
grow with 12.2 million of online users untapped. This is a huge market segment that has a lot of
potential to grow.
[1] https://www.ecinsider.my/2018/02/food-delivery-companies-malaysia.html
[2] Chua, Adeline & Harn, Phaik & Khatibi, Ali & Ismail, Hishamuddin. (2006). E-Commerce: A Study on Online Shopping in Malaysia.
J. Soc. Sci. 13. 231-242. 10.1080/09718923.2006.11892554, https://www.researchgate.net/publication/228434736_E-
Commerce_A_Study_on_Online_Shopping_in_Malaysia
[3] http://www.statistica.com
[4] https://www.export.gov/apex/article2?id=Malaysia-E-Commerce

MARKET
OPPORTUNITY
CONVERSION OF
CONVENTIONAL PLATFORM
• In terms of restaurant conversion, there are more food and beverage establishments nowadays
compared to 10 years ago. The growth rate is between 7-10percent [5]. On Malaysian
government website, there is a total of 167,490 establishments operated in F&B services in 2017
as compared to 130,570 establishments in 2010[6]. By taking 5.1 percent growth rate as a base
for calculation, there should be around 180,000 establishments in the F&B industry to date.
• As mentioned earlier, the government is committed to promote e-commerce where by in 2016,
the Malaysian Ministry of International Trade and Industry launched a new e-commerce initiative
to promote e-commerce in small and medium size enterprises as well as expanding the market
access to more that 87 million digital customers in the ASEAN region[7]. Their target is to
penetrate e-commerce into 80 percent of SMEs.
• At this point, there are at least 50 percent of conventional restaurants that has not explored
online delivery services. The main reasons behind this are: complication of setting up e-
commerce platform, high rider fees and lack of riders.
• Hence, GoApe has a huge amount of potential to grow despite growing number of competitors
in the market.
[5] F&B Sector Report 2017/2018 - British Malaysia Chamber of Commerce
[6]https://dosm.gov.my/v1/index.php?r=column/cthemeByCat&cat=415&bul_id=bUJEdElVOTViR2g3VzZzamFTa1pTZz09&menu_id=b0
pIV1E3RW40VWRTUkZocEhyZ1pLUT09
[7] https://www.researchgate.net/publication/228434736_E-Commerce_A_Study_on_Online_Shopping_in_Malaysia

MARKET
OPPORTUNITY
FARMERS
• In Malaysia, agriculture sector contributed a gross output of RM91.2 billion in 2017 and
shows increment of 11.1 percent compared to year 2015. It also contributed to job
generation to 835,974 people*.
• There is an opportunity for GoApe to tap into the agriculture market with adequate
supply of raw materials from the farmers. Early survey with farmers indicates their
interest in working together with GoApe to direct supply raw materials to restaurants.
• Having bypass the middlemen who is seem as monopolies of farmers market, the
farmers now have more freedom or say in who they want to sell their produce to.
• This direct supply will also lead to reduction in costs by restaurants and one step
further to reduce food pricing in restaurants.
*https://www.dosm.gov.my/v1/index.php?r=column/ctwoByCat&parent_id=45&menu_id=Z0VT
ZGU1UHBUT1VJMFlpaXRRR0xpdz09

MARKET
SEGMENT
• Key cities
• Greater KL- 7.2 mil. population
• Johor Bahru metropolitan - 1.6 mil. population
• Penang - 1.8 million population
Total - 10.6 million
Market size - RM 19 billion per annum
Market Positioning
Race:
Malay - 60%
Chinese - 30%
Others - 10%
Age:
25 - 34 years old - 60%
35 - 44 years old - 25%
18 - 24 years old - 15%
Targeted Area
Coverage Area
Mont Kiara
Bangsar
Cheras Shamelin
KL City Centre
Ampang/TTDI

VALUE PROPOSITION
Going green via
reducing CO2
emissions by
deploying electric
bikes
Guaranteed delivery
time
Create long-term job
prospect to our
delivery staff and
lowers OPEX by going
electric instead of
using petrol
Assist farmers in
creating own value
chain without
dependency on
middleman

VALUE PROPOSITION
• REDUCTION OF CO2 EMISSION BY DEPLOYING
ELECTRIC BIKES
• CREATION OF JOB PROSPECTS & LOWERS OPEX
With GoApe, there is no need for riders to have a driving license as our e-bikes
are convenient and easy to operate. It creates job opportunities for the young
generation and those in dire need of cash. With the flexible working hours part
time, riders can choose their own working hours from a minimum 4 hours. GoApe
protects riders’ welfare by purchasing insurance for them as well as monitoring
their work condition, lending helping hands when needed by riders.
Since GoApe’s e-bike runs on electric, there is enormous amount of savings by riders in
terms of petrol and fuel. Riders need not spend additional money to pump petrol and
as a result, they earn more compared to other delivery platforms.
Use of electric bikes with GPS tracking that can lower OPEX in terms of fuel costs as
well as collecting vast amount of data on the real-time movement of each delivery
staff for analytics and recommendations to improve delivery efficiency and
effectiveness.
One of the major advantages of GoApe is that it used electric bike as compared to
other online delivery services that uses motorcycles.
Studies have shown that one motorcycle emits 10 times more pollutant than a SUV or a
light truck[1]. Not only that, it is calculated that one motorcycle emits
0.0934kgCO2/km and 4.5991E-06*N20*/km.
By taking Grab as calculation, there are a total of about 5000 Grab riders out there
and each rider rides about 150km everyday. In summary, Grab produces a total of
25,568 tons of carbon dioxide annually. This is equivalent to CO2 emission produced
by 2,930 people. Imagine what damage this pollution has done to the environment. This
is just carbon dioxide. Grab has also released a total of 1.259 tonnes of Nitrogen
dioxide and this is equally bad for the environment.
But with GoApe, we produce ZERO carbon emission. GoApe advocates positive
changes to environment and we are sustainable business.
GoApe. | Your Delivery Buddy [1] https://www.wired.com/2008/06/motorcycles-pol/
• QUALITY DELIVERY SERVICE
15-minute assurance to fulfil customer order; via strategic deployment of delivery staff
in key F&B nodes to ensure fast collection and delivery upon order by customers.
GoApe also ensures the delivery of strong branding via proper training and motivation
of frontline delivery staff.
• REDUCE DEPENDENCY ON MIDDLEMEN
GoApe helps to link the farmers with restaurants. With this, farmers can connect
directly with restaurants to provide fresh supply of raw ingredients and reduce
monopoly by the middlemen.
On top of that, this will also help in reducing price control by middlemen to earn extra
profit as farmers now has direct access to their customers and clients.

ANALYSIS
Upon completion of extensive research, GoApe discovered the following 5 factors
determines customer priorities when they use online food delivery platforms.
Punctuality
ONLINE
FRIENDS SHOP FIRST!
Food Quality
ONLINE
FRIENDS SHOP FIRST!
Service Quality
ONLINE
FRIENDS SHOP FIRST!
Affordability
ONLINE
FRIENDS SHOP FIRST!
Food Selection
ONLINE
FRIENDS SHOP FIRST!

COMPETITOR ANALYSIS

ROAD MAP
GoApe has generated a three-year plan with three different stages to achieve a complete and bug free GoApe App.
STAGE ONE (CONVERSION)
Our short-term strategy is CONVERSION - this consists of intense on-the -ground promotional measures such as opening
temporary promotional counters and booths in major service zones to pull in customers and offering freebies and rebates.
We will also do publicity drive in both traditional and new media that include GoApe Launching and news coverage.
Strategic partnerships will be formed with our F&B merchants to connect the service to our customers.
For the first year (stage one), the plan is to convert over 50% of conventional restaurants to be our online merchants, some
of which would be our priviledged merchants in the long run.
GoApe’s main task is to obtain as many merchants as possible and come December 2020, we aim to expand areas of
delivery from 5 areas to 7 areas in Klang Valley.
Apart from that, GoApe also strives to form connection with farms in Klang Valley and to connect them with merchants to
supply raw ingredients directly.
STAGE TWO (RETENTION)
Our medium-term strategy is RETENTION - by deploying our first version of data analytics capability, we enhance the
engagement of our customers to provide them with good experiences in using our app service. This also include training and
building up of service SOP of our delivery personnel to also provide good experience to our customers. The key objective in
this phase is to understand our customer base and encourage them to use ur service more frequently.
Also, apart from the expansion of areas of delivery from 7 areas in Klang Valley to up north in Penang, things will be much
different where marketing strategy is crucial to retain our customers. In addition to that, customer experience and feedback
will help GoApe to improve on the app.
STAGE THREE (EXPANSION)
Our long-term strategy will be UPSCALING - expanding on our analytics to have more AI functions to provide insights on how
to bring in more new customers to download and use our GoApe app. This is where we will start segmenting our customers
into sub-segments according to their preferences, lifestyle, dietary habits etc. We will also grow GoApe app into a super
app with more features and functions that suit the lifestyles of our customer base.
The AI would be smartly calculating two major areas: distance to customer and number of orders to same area. With AI
smart calculation, GoApe shall experience a more cost and operation efficient system with accuracy up to 90%.

ROAD MAP
EXPANSION METHOD
After the implementation of AI, our system would precisely calculate the distance and
increase efficiency in terms of timing. Below is a table showing how it would work.
12.00pm 12.00pm 12.01pm 12.10pm 12.20pm
Customer A places
order from Desa Sri
Hartamas
Customer B places
order from Desa Sri
Hartamas
Chicken House in
Solaris Mont Kiara
prepares food
Gangnam 88 in Solaris
Mont Kiara prepares
food
GoApe App is able to
calculate and link
both orders to one
Rider (who is already
stationed there)
Rider sends order to
Customer A
Rider picks up order
from Chicken House
and then to
Gangnam 88
Rider sends order to
Customer B
GoApe is no longer just an online food delivery platform but at the same time it is
expanded to include the following:
1. Delivery of other things such as medicine, hardware
2. Online bus ticket reservation
3. Online Movie ticket purchase
This is the future reality of GoApe. GoApe will lead the change in the online e-commerce platform
transforming the platform into a superapp.

ROAD MAP
GoApe has generated a three-year plan with three different
stages to achieve a complete and bug free GoApe App.
CONVERSION
• 50% of conventional
restaurants to GoApe
• 10% of farmers to link with
restaurants
RETENTION
• Marketing Strategy
• Customer Experience and
feedback
UPSCALLING
Expansion
Cost Management
ACTION 1
• Setup
• Identify farms
• Expand areas of delivery
ACTION 2
• Expand areas of delivery
• Big Data Analysis: Lifestyle,
consumer behavior
• Marketing and Promotion
Strategy
ACTION 3
• Turn GoApe into Superapp
via AI insertion (reduction in
cost and increment in
operations efficiency
Stage 1 Stage 2 Stage 3
ACTION

Year Gross Revenue (RM)
Dec 2019 3,088,800.00
2020 8,623,929.60
2021 12,935,894.40
Dec 2019 3,088,800.00
2020 8,623,929.60
2022 91,806,936.00
2021 32,048,744.00
Dec 2020 2021 2022
2
6
10
20
50
80
100
2022 91,806,936.00
Dec 2020 2,752,568.00
2022 92,241,810.96
Dec 2020 2,752,568.00
2021 32,048,744.00
2021 32,200,533.00
*For more information about the actual GoApe budget
and financial projection, please refer to the attached
excel sheet.
FINANCIAL PROJECTION

REVENUE MODEL (B2C)
110 Part time
rider (4 hours)
BIKE PERFORMANCE
1 E-Bike 4 orders per hour
55 Full time
rider (10 hours)
4 orders per bike
per hour
4 orders per hour 26 days
102,960
orders
per month
RM6,177,600.00
TOTAL PROFIT PER ANNUM
Profit per
order = RM5

REVENUE MODEL (B2B)
1 farm
Commissions from Merchants
102,960 orders from
132 merchants
25 percent
commission
3 percent
processing fees
per transaction
RM4,633.20
per month
RM386,100
per month
RM15 per order
10 percent
engagement of
102,960 prders
Transaction fees from farmers

USE OF FUND
With Artificial Intelligence development in the long run, 50 percent of the
fund will be used in the research and development area with the aim to
reduce the operating cost by at least 30 percent.
The remaining fund will be used as working capital and marketing with 30
percent and 20 percent respectively.

FOR INVESTORS
How much can you earn with RM6,000 investment in a year?
But with GoApe, one can earn a dividend of 12 percent per annum.
Compare this with Fixed deposit and even EPF, investing in GoApe
certainly yields higher percentage of return on investment.

Number of merchants
registered thus far:
132
Merchants
TRACTION GENERATION

IN A NUTSHELL
• In a nutshell, GoApe is the future of e-commerce platform equipped with
Artificial Intelligence that includes deep learning and smart analysis. Our
founders are not only business savvy but also holds a heart of gold for
environment sustainability and social welfare.
• One of our key social impacts is reducing environmental pollution via the
use of electric bikes for our ground delivery personnel. All over the world,
air pollution in major cities is becoming big issues due to release of
noxious waste gases such as nitrous and sulphur oxides from internal
combustion engines. Air pollution in urban areas is becoming one of the
leading causes of death in many countries. The use of fossil fuels in
typical engines also releases CO2, contributing to global warming and
climate change. We can track our impact by determining how much fossil
fuel we do not need to use from the deployment of our electric bikes via
engaging the service of independent consultant to monitor for us.
• Another social impact we will provide is to job security to our delivery
personnel by offering them full-time employment rather than job-basis that is
prevalent in this industry. We believe that with proper job security and tight
management of our delivery staff, they will be able to have a sense of
ownership and provide better and more quality service to our customers.
• In addition to that, assistance provided to farmers will help the F&B industry to
better manage raw material costs and reduce dependency to the middleman
or broker so that there is less monopoly in the farmers market.
• GoApe wants to be a part of the sustainability chain. We want to advocate
changes to the world by using technologically advanced analytics to provide
top-notch quality services to customers and reduce the carbon emission in
Malaysia, at the same time creating job prospects.
TOGETHER, let’s make a difference in Malaysia’s F&B industry and improve the
environment for our next generation!

GOAPE ECF PITCH DECK.pdf

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GOAPE ECF PITCH DECK.pdf