Intro to Business Charity Run Report

1. SCHOOL OF ARCHITECTURE, BUILDING & DESIGN
FOUNDATION IN NATURAL & BUILT ENVIRONMENTS
MARCH 2015 INTAKE
INTRODUCTION TO BUSINESS (BUS30104)
SEMESTER SEPTEMBER 2015
THE BREAKFAST CLUB
GROUP MEMBERS:
ADAM WONG (0322520)
DARREN TAN YONG TEE (0323398)
KIMBERLEY FAY BERNARD LO (0324237)
KYLA ELLANA BINTI NAZRIN DIEGO (0322409)
LOW WING CHUN (0323315)
MELARIE MANDY DONOUGH (0323660)
REBECCA MARIE TANDUBA (0322757)
RENEE TEOH YEN QIN (0322438)
ROSABELLA ZUNTIVAI MOBIJOHN (0322106)
TENGKU SYAKIRA BINTI TENGKU ASMADI (0323079)

2. 2
TABLE OF CONTENT
EXECUTIVE SUMMARY 3
OBJECTIVES 4
TARGET MARKET 5
COMPETITIVE ANALYSIS 6
PRODUCT & PACKAGING 7
PRICING 11
PROMOTION 12
SPONSORS 14
DISTRIBUTION 15
GREEN MEASURES 16
HUMAN RESOURCE PLANNING 17
EVALUATION OF RESULTS 19
APPENDIX 22

3. 3
EXECUTIVE SUMMARY
Being the final project for the module Introduction to Business, it was
high time for us students to conduct a small business project through a
Charity Drive Event. As mentioned in the name, the purpose of this project
was to raise funds for any selected charity organization. The Charity Drive
Event lasted for only four days, starting from the 26th
until the 29th
of January
2016. It was held in front of the Student Life Center at Taylor’s University
Lakeside Campus.
Our group comprises of ten members namely Adam Wong, Darren
Tan, Kimberley Fay, Kyla Diego, Low Wing Chun, Melarie Donough, Rebecca
Marie, Renee Teoh, Rosabella Mobijohn and Tengku Syakira. Throughout this
whole week, we managed to learn and gain some experiences in running a
business, evident to be useful to us in the future.
Our group decided to sell breakfast food as per our observation: people
in Taylor’s University, specifically students, tend to be in a rush to their
classes thus missing the most important meal of the day which is breakfast.
The products sold include coffee, pancakes, bagels and doughnuts. The
budget to sell these products were quite pricey however, with the help of
sponsors, we were able to manage the accounts of our budget.
We collected a total of RM1,100 from sponsors as well as sponsors for
the food item, pancakes from Munching Mob café. Our utmost gratitude
extends to all the parties involved especially the sponsors in assisting us to be
successful in our business. Our thanks goes out to our lecturer, Ms. Tay Shir
Men as well for her guidance and support throughout this whole project.

4. 4
OBJECTIVES
The United Nations High Commissioner for Refugees (UNHCR) is a non-
profit organization that provides to lead and co-ordinate international action to
protect refugees and resolve refugee problems worldwide. Its primary purpose
is to safeguard the rights and well-being of refugees, and help refugees
rebuild their lives in safety and dignity.
We have chosen to support this organization as it is one of the major global
issues that arose in the year 2015. We personally believe in changing the
world for the better, one step at a time, by tackling major humanity issues one
at a time. Our profits would be donated to the education and welfare of the
refugee children as these children are our future generation’s leaders.
The objectives we have for this Charity Drive Event are as follows:
• Raise funds for the United Nations High Commissioner for Refugees
(UNHCR)
• Overcome the global issue of refugees and create public awareness of
the issue towards the refugees
• Obtain skills and experience in business management
• Obtain a minimum amount of RM500 in each day of sales, inclusive of
sales and donation

5. 5
TARGET MARKET
The location of our business was in Taylor’s University Lakeside
Campus (TULC). This result in the majority of customers that there is was
students of TULC as well as minority customers such as the lecturers and
staffs around the area. The students and staffs in this campus are mostly
Malaysians and others are from overseas.
Based on the analysis that we made, we observed that most customers
were feeling tired and not hyped to start their day for classes, works and etc.
This is probably due to the lack of eating breakfast before they start doing
whatever they are suppose to do. We also observe that most customers
would rather spend their money on food and drinks than on goods. Most
people would walk pass outside Student Life Central (SLC) from classes and
offices during morning and afternoon because they want to grab a meal for
their breakfast, lunch as well as their hi-tea in the commercial block.
For the investigation of their spending power, spending a meal or a cup
of coffee in commercial block is about RM15 or more than the food and coffee
sold in our stall, which is RM6 and below. This sums up that they can buy 2 -
4 types of food including the coffee just by visiting few stall outside SLC.
Consequently, most of the people in TULC are students where some of
them do not have personal income to spend pricey food and beverages. So,
most students will think on the opportunity cost from choosing a meal in
commercial block or variety of meals from the stalls.

6. 6
COMPETITION ANALYSIS
Chun’s Group Ji Sun’s Group
Location To the left of our stall Directly in front of our stall
Products
Onigiri, ice lollies, soya
drinks, etc.
Fried food. (sausages,
popcorn chicken, etc)
Strength
Their group has more people
in the group thus making
their ability to attract
customers more than other
groups. They sell a variety of
food with a reasonable price.
With these two factors, their
customer’s demography is
broadened.
By selling something that
needs to be cooked on the
spot, their group uses the
sense of smell as an
attraction to their stall. Their
posters and signage are also
well done.
Weaknesses
Despite a very high potential
for customer’s attraction, the
group did not have posters
that could attract even more
customers. Their booth was
minimally decorated.
Their food will not taste good
as it gets cold and is at best
served hot. Products that has
been fried and was not sold
will have a lower probability
of being sold. Some products
are too pricey as well.
Customer Attraction
This group actually has a lot
of potential in attracting
customers. Mainly because
of their selection in products
to be sold. They have a very
wide range and customers
are much more likely to
return again for another
purchase.
This group can attract
customers with a very clever
use of smell as a point of
attraction. Their food if
served hot, would have the
potential of being high in
demand.

7. 7
PRODUCTS & PACKAGING
PRODUCTS
Doughnuts (Sugar Glazed),
Pancakes (With Butter and Syrup),
Bagels (With Cream Cheese),
Coffee (Original, Hazelnut, Latte, Caramel & White Coffee)
Roti Kahwin (Toast with Butter and Kaya)
are the products that we have sold during the Business Charity week.
Doughnuts
The donuts are our best selling product. It is coated
with a layer of sugar and goes extremely well with a
hot cup of coffee.
Pancakes
The pancakes that we sold comes in
mini sizes. This is to allow them to be
packed in our packaging and also
ensure our customer to devour it
without any hassle. They come in
butter and maple syrup or chocolate
syrup according to our customer’s
preferences.
Bagels
Our bagels come with cream
cheese. They are best consumed
when hot and are favourited by the
office ladies. We serve them with or
without cream cheese according to
our customer’s preferences.

8. 8
Coffee
Our coffees are from the brand Nescafe. Though we
did not receive any sponsors from them we bought all
of them with our own money. Customers could
choose between 5 flavours (Original, Hazelnut, Latte,
Caramel & White Coffee) and hot or cold.
Roti Kahwin
One of our Malaysia’s traditional dish.
Toasted and comes with the combination
of the throat soothing kaya and rich tasted
butter.
Features and Benefits
1. The reason of selling these products is because they are most suited
for breakfast hence our group name “The Breakfast Club”.
2. They could be sold at a reasonable price hence attracting more
customers which supports the reason why we managed to sell all our
products. Except for some coffee.
3. Customers could consume them easily and is best suited for students,
lecturers or staff workers who have busy schedules.
4. People would prefer warm and fresh food in a cold breezy morning.
5. They are filling enough for breakfast and tea time.

9. 9
PACKAGING
We used 3 different packaging methods. For doughnuts and roti kahwin, they
would be put in the plastic or paper bags. For pancakes and bagels, they
would be put in the plastic takeaway containers with fork and knife. And for
coffee, the paper cups were used for the hot ones and the plastic cups were
used for the cold ones.
Plastic takeaway container
Paper / Plastic bags
Paper cups / Plastic cups
These packaging would attract the customers as they look promising that their
food or drink would be properly protected from getting dirty. The quality of our
packaging would also convince the customers. Other than that, it would be
very convenient for them to carry around our products or to consume them
while they are walking. Minimal table or chair would be needed as our

10. 10
packaging would make it easy for them. This is the strong point of our
packaging.

11. 11
PRICING
Product Per Unit Cost
Price (RM)
Per Unit
Selling Price
(RM)
Donut 2.10 3
Bagel 2 3
Bagel with
cream cheese
2.50 5
Pancakes Sponsored 3
Nescafe 0.50 2
The table above is the original selling price from the first day, since it was that
used for market testing. Due to the insufficient time to achieve our target on a
certain day, we had to do some price modification in order to reach our target.
For an example, we changed the price of Nescafe from RM2 to RM1 to attract
more customer by doing such promotion to achieve our daily target. We
decided not to change the price of the donuts and pancakes since it had the
best feedback from our customers.

12. 12
PROMOTION
MARKETING MESSAGE
The marketing message for our business is to earn profits so that we can
help millions of refugee children and families receive the life-saving relief and
support they desperately need. We sought for donations and also sponsorship
from everywhere because we wanted to try our very best to help the
unfortunate as well as to get what they need. The organization that we are
donating our profits to is the United Nations High Commissioner for Refugees,
also known as the UN Refugee Agency. They protect and support refugees at
the request of a government or the UN itself and assists in their voluntary
repatriation, local integration or resettlement to a third country. Furthermore,
UNHCR provides basic and necessary humanitarian aid for Syrian refugees
and helps the most vulnerable refugees with urgently needed relief cash for
medicine and food, stoves and fuel for heating, insulation for tents, thermal
blankets and winter clothing. UNHCR is delivering life-saving assistance on
the ground to Madaya, including water, food, medicine, blankets and warm
clothes, household items, diapers and hygiene supplies, and jerry cans. By
helping refugees in the surrounding region, UNHCR hopes to reduce the
number of desperate Syrians resorting to smugglers and falling prey to
traffickers to reach safety elsewhere. Thanks to the generous support of
donors since January alone, 1.8 million refugees received food aid, 500,000
children were enrolled in school, and shelter in camps was provided for more
than 460,000 refugees. Thus, we’re doing this charity to help make a
difference.

13. 13
PROMOTIONAL STRATEGIES AND TOOLS
1. Social Media
One of the main tools we used to promote our products is through social
media like Facebook, Instagram and Twitter. The reason why we chose social
media as our main channel to promote and advertise is because the
advertising fee is free of charge. Furthermore, it is efficient as the popularity of
our business increased within a short period of time without increasing human
resources.
2. Posters
Other than social media, creating posters are another tool we used to promote
our business products. We have designed our very own posters especially for
our business charity drive. Contents on the posters were the purpose of our
business, what we are selling together with the price of the product.

14. 14
SPONSORS
As a start-up for our business, we approached possible sponsors from
big corporations, small businesses as well as individuals. For each of the
following sponsorship deals, we communicated to possible sponsors via the
telephone (where we come into contact with particular titles who are in
charge) before proceeding to explain further and in detail of our purpose via e-
mail.
We approached Nescafe to request for sponsorship of their products
as they have previously opened up booths in campus to which we noticed that
they have attracted a lot of customers thus gaining fast money. However, it
didn’t go through as they were unable to fulfill the request at such short notice.
At the same time, we approached individuals whom we know
personally as well as people we know who supports our charitable cause.
One of our members, Rebecca was able to get sponsors from people she
knows personally and received a total amount of RM700 from three entities.
Rosabella and Wing Chun were also able to get sponsors due to their
personal contacts and received an amount of RM200 each.
We were able to receive sponsorship for one of our products which is
the pancakes from a small business called Munching Mob café, thanks to
Wing Chun as he personally knows the owner and manager of the business.
We received 210 slices of pancakes which easily equates to RM315 worth of
our sales.

15. 15
DISTRIBUTION
We serve different products, which of course was transported in different
ways depending on what it was.
We bought coffee pre-mixes, chocolate syrup, maple syrup and cream
cheese from Tesco, in which we transported them to campus by ourselves.
We collected 2 dozen bagels from the Brooklyn B Bagel shop, at 10am each
day from Tuesday to Friday. Customers were required to wait for 10-15
minutes everyday if they wish to purchase fresh bagels.
As for our doughnuts, we opted for the delivery service on the first day,
which was an additional charge of RM10. As for Wednesday, Thursday and
Friday, we decided to pick them up ourselves as that would help save cost.
We had the sponsored pancakes picked up fresh from the sponsor namely
Munching Mob café itself. We also had bags of ice were delivered to us on
campus on two days, Monday and Wednesday at 1 pm.
Our products can be purchased at our booth. Customers were also able
to make pre-orders the day before or a few hours before and we would deliver
it to them at their selected locations. Certain times of the day, we would even
go around campus with our products and approach our customers. This is not
only to push our sales and but to make it convenient for our customers too.
We try to minimize our delivery time to as little as 2 minutes as some of
our customers will purchase our products 10 minutes before class. To
minimize the waiting time, we prepared a hot water flask to keep our water hot
for the coffee instead of having to boil the water every time a customer would
like to make a purchase. We do not pre-make the coffee because we want to
ensure that the coffee would not be cold or too diluted when a customer
purchases it. Also, we would spread the cream cheese and bagels in
advance, so customers would be able to receive the product upon payment.
As for our pancakes, they have already been made by the café so all that
needs to be done is to heat them up for the customers. This would take at
most 3 minutes. Doughnuts on the other hand are pre packaged as it is
convenient for us as well as the customers.
During the charity drive week, we would have up to 200 customers
approaching our booth. With the addition of our group mates going around
campus, we would be able to approach approximately 100 customers. In total,
we would be able to sell our products and collect donations from at least 300
customers a day.
Our products are mostly purchased at our stall, but friends and relatives
are able to order from us via telephone and social medias. We had displayed
one of our group member’s contact number on our poster if they wish to use
our delivery services.
Our booth functioned in a way where we would work in shifts. Some group
members will take turns being as the booth, while some would go around
selling products or collecting our products from other locations.

16. 16
GREEN MEASURES
The food and drinks sold from our booth were distributed and
packaged in an environmental friendly manner. Products such as bagels and
donuts were sold by packaging it into paper bags, the coffee served were sold
in paper cups. We tried to reduce the usage of plastic bag. The only food that
was package in plastic container were the pancakes. As we know that the
dispose of plastic is harmful to the environment, we served 2 servings of
pancakes into 1 plastic container. By selling the foods and drinks in recyclable
packagings, it helps to prevent the dispose of plastic waste.
Besides through selling our goods in an environmentally conscious
manner, we reduced the carbon footprint by carpooling when we retrieve the
packagings, ingredients, and foods from multiple locations. We reduced the
usage of using papers to print out our business promotion by only printing two
A3 size paper. As distributing out fliers would waste paper, we decided to use
social media to attract our customers to our booth.

17. 17
HUMAN RESOURCE PLANNING
Human resource management (HRM) is a function in an organisation that is
designed to maximise employee performance in service of their employer’s
strategic objectives. HRM is primarily concerned with how people are
managed within organisations, focusing on policies and systems.
Organisation Structure of Our Group
Rebecca Marie
(Project Manager)
Low Wing Chun
(Sales Executive)
Darren Tan
Adam Wong
Rosabella Mobijohn
(Advertising
Executive)
Melarie Donough
Renee Teoh
(Marketing
Executive)
Tengku Syakira
Kyla Diego
Kimberley Fay
(Treasurer)

18. 18
Job Scope of Group Members
Team Member Job Scope
Rebecca Marie Project Leader, Public Relations
(UNHCR), Agenda Planner,
Saleswoman
Kimberley Fay Treasurer, Accountant, Saleswoman
Low Wing Chun Sales Executive, Public Relations
(Munching Mob Café)
Rosabella Mobijohn Advertising Executive, Saleswoman
Melarie Donough Advertising Assistant, Saleswoman
Kyla Diego Marketing Manager, Saleswoman,
Assistant Accountant
Tengku Syakira Saleswoman, Assistant Accountant
Renee Teoh Public Relations (Brooklyn B Bagels),
Saleswoman
Darren Tan Salesman, Assistant Accountant
Adam Wong Salesman

19. 19
EVALUATION OF RESULTS
Revenue Sales
Doughnuts RM 432.00
Pancakes RM 315.00
Bagels with Cream Cheese RM 65.00
Bagels RM 249.00
Coffee RM 292.0
Roti Kahwin RM 4.00
RM 1357.00
Less: Cost of Goods Sold
Doughnuts RM 289.40
Pancakes RM 0.00
Bagels with Cream Cheese RM 58.90
Bagels RM 168.00
Coffee RM 99.60
Roti Kahwin RM 0.00
RM 615.90
Gross Profit RM 741.10
Add: Donation RM 260.00
Add: Sponsorship RM 1100.00
Adjusted Gross Profit RM 2101.10
Net Profit RM 2101.10

20. 20
Based on this analysis, we noticed that we didn’t exactly reach our targeted
profits as a result to our sales.
We find this to be due to our lack of products to offer to the public which
results in the decreasing amount of customers after each day. We also find
that the amount of products that we have sold could not amount to the
targeted RM2,000 that we aim to profit from the sales (not including the
donation and sponsorships).
However, we also took note of the returning customers that we receive each
day. Most of which are in favor to our food products as they themselves have
stated that they are delicious. This is because we managed to maintain the
freshness of our products and ensuring their quality to be continuous
throughout the whole week of the Charity Drive Event.
If we were to repeat this event, we’d surely amend what we did wrong so as to
ensure the continuity of the incoming profit as well as the number of
customers. We’d most probably attempt to increase the number of products
supplied as well as make additions to the menu we provide, in order to be
able to serve to a larger crowd of customers.

21. 21
REFERENCES
Microsoft Word {brandingstring}. (n.d.). Retrieved February 07, 2016, from
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om/attachments/file_preview.php?id=941981992551204&time=1454639705&
metadata
The 10 Steps to a Successful Fundraising Event. (n.d.). Retrieved February
07, 2016, from http://www.thefundraisingauthority.com/fundraising-
basics/fundraising-event/
UNHCR: The UN Refugee Agency. (n.d.). Retrieved February 07, 2016, from
http://www.unhcr.org/cgi-bin/texis/vtx/home

22. 22
APPENDIX
The Video:
https://www.youtube.com/watch?v=uQA1UU_bMdI&feature=youtu.be

23. 23
Letter via e-mail for United Nations High Commissioner for Refugees:

24. 24
Sponsorship letter via e-mail for Nestle:

25. 25
Sponsorship letter via e-mail for individuals:

26. 26

27. 27
Receipts of purchases made: