Aurora Beverage will be a new food and beverage company specializing in shaved ice and other drinks like coffee and milkshakes. It will be owned by 4 partners and located in Subang Jaya, Malaysia. The company aims to produce a net profit of RM40,000 by its second year and have 10 outlets within 10 years. It will target customers from the low to mid-income segments. The financial plan assumes higher sales during summer months and aims to finance growth through cash flow while keeping inventory minimal.

1. List of Content
Executive Summary
Business Background
Market Analysis
Marketing Strategies
Management Strategies
Financial Plan
References

2. Executive Summary
Aurora Beverage will be founded as a food and beverage company specializing in shaved
ice as primary product. In addition to soft drinks and coffee.Shaved ice has been around
for many years beginning in Asia. In recent years, the taste for shaved ice has spread all
over the world. Because shaved ice is smooth and made with the thickest, best-tasting
tropical fruit flavours. It is preferred by adults and children of all ages and ethnic
backgrounds.
Objectives
i) To produce net profit of at least RM40,000 by the second year of company operation.
ii) To reach the target of 10 outlets in 10 years.
iii) Gross margin higher by 60%
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Year 1 Year 2 Year 3
Sales
Gross Margin
Net Profit

3. Mission
Aurora Beverage will produce and sell more flavored syrups of shaved ice which are
preferred by adults and children of all ages.
Keys to Success
i) Excellence in fulfilling the promise – a completely professional, hygiene, reliable and
organic product
ii) Relevant prices for all levels of customers
iii) Market research for the purpose to fulfill the requirement of customers.

4. Business Background
Aurora Beverage is a new company providing healthy and organic shaved ice with
several flavours on the go. Retail customers will be in the low to mid-income level and
will range from children to adults in age.
Company Ownership
Aurora Beverage will be owned by 4 partners namely Jeffrey Cheah, Joshua Ting,
OngKok Sheng and Melika.
Start-up summary
Total start-up expense is up to approximately RM300,000.00that includes the furniture,
facility constructions and other related expenses. The start-up costs will be financed
through a loan.
Company Location and Facility
Aurora Beverage will be located at S/S15, Subang Jaya, Petaling Jaya. According to the
research by The Stars Newspaper, 2000 people are estimated to pass through this
location daily.

5. Products
Our main product is shaved ice with several flavours and other beverage like Arabica
Coffee, milkshakes and so on. Snacks are also provided in our stores.
Product Description
Our famous shaved ice comes in different flavours including: coconut, strawberry,
mango, banana, chocolate and so on. Other products include milkshakes that comes in
durian, coconut, mocha, green tea and other flavours.
Ingredients, product and machinery of Aurora Beverage are all imported from Taiwan.
Competitive Comparison
No other beverage business in this local specifically provides to the shaved ice market
on a large scale. It is anticipated that prices will be competitive with other businesses
who sell shave ice on a smaller foundation.

6. Market Analysis Summary
Shaved ice is a popular dessert among the Asia Continents. Shaved ice consumption has
shown steady growth in Asia since 2006. Shaved ice lovers in Taiwan are among the
most demanding ones. They favor smoothly-shaved ice and demand that great services
are to be provided. Located directly on the equator, Malaysia is a potential market for
shaved ice due to the immense heat.
Target Market Segment Strategy
As mentioned, Aurora Beverages will target the low-to mid-income customers who want
to enjoy a high quality dessert for reasonable prices. Aurora Beverages’ shaved ice will
try it’s best to meet the essentials of these customers.
Industry Analysis
One of the best shaved ice in business is SNOWFLAKE owned by Asia Snowflake Group
SDN. BHD. SNOWFLAKE has been in business for the last 4 years and has proved a great
amount of success. SNOWFLAKE now has 10 outlets that covered major malls and
shopping centres in West Malaysia. The potential success for selling shave ice is
attributed to the following:
1. Aurora Beverage will be comparatively simple business to operate compared to other
food service products.
2. Shaved ice is easy to prepare
3. Shaved ice has a low food cost and yield considerable profit in terms of cost.
4. Aurora Beverage will be easy to clean and maintain.
5. Shaved ice is an ideal dessert for health-conscious consumers.

7. Market Strategies
Aroma is planning for selling shave ice with a lots of flavor with the best price and also
with the different size. Our special product is a shave ice with the best quality. We also
have plan to make more and more flavor in each year.
Promotion Strategy
1) give a small toy or gift to children with they're order
2) make a special combo with a good price
3) make an Aurora card which people should sign up for it. The registration is free and
the benefit of this card is to give the member a free wifi, after 10 drinks they can have
one freeness special shave ice and also they can have a discount (for example: student
25%, old people 20%)
4) give a very small sample of shave ice to pedestrians with any flavor they want by
making a very simple and small place in front of our beverage to show our product to
pedestrians.
Pricing strategy
Shave ice will be offers at the following prices and sizes:
Small -> RM6
Regular -> RM7
Large -> RM8
and just RM1 for adding any topping such as: fruits, chocolate chop, candy and others.

8. Management Strategies
Management Summary
First, Aurora Beverage will hire a supervisor to assist with the business. Aurora Beverage
will require minimum daily management after it has been recognized since all the
beverage products are fairly easy to make.
Organizational Structure
Then, the share-holder of our company will have one individual assisting us with the
business. Long range plans will include a second employee to assist with the weekend
hours.
Management Team
In our management team, Joshua is the most important member of this team. He is a
graduate from Taylor’s University Lakeside Campus, with the business degrees. He has
spent the last 2 years working as an administrator managing a budget of approximately
RM200,000. Joshua will manage the business principally during the weekend hours and
Melika will manage the business during weekdays along with one employee.
Business expertise include:
Budget Control:
1.Object-Code Budgeting
2.Program Budgeting
3.Planned Programming Budgeting Systems
Employees Management:
1.Management by targets and Objectives
Strategic Planning:
1.Long-Range Planning

9. 2.Operational Planning and total Quality Management
Public Relations:
1.Advertising
2.Marketing Research
3.Consulting
Community Leadership:
1.Advisory Boards
2.Business and Educational Partnerships (Taylor’s University)
Planning and Development of Aurora Company:
1.Board of Director, Increase branch of Aurora Company Planning and Development
Group
Evaluation and Consultation:
1.Board of Directors, Chamber of Commerce
Joshua will serve as an adviser on a volunteer basis. He spent over 4 years in the retail
business handling marketing and inventory for a major food chain. He is familiar with all
aspects of business management. Joshua will supervise the business during the week
days which means managing one employee.

10. Financial Plan
First, Aurora Beverage Company wants to finance growth mainly through cash flow. We
recognized that this means we will have to grow slowly. The most important pointer in
our case is that minimal inventory will have to be stored for all the beverages.
Important Assumptions
Monthly sales are the largest indicator for this business. There are several drifting
variations with the months of March through September being the highest sales months.
Because of that is summer, all the public easy to become thirsty and that is why they
buy the cool beverage from us. This is making our profits increases.
Aurora Company is also creating a financial planning because financial planning is the
chore of determining how a business will afford to achieve its strategic intentions and
objectives. Typically, a company creates a Financial Plan instantly after the vision and
objectives have been set. The Financial Plan describes each of the activities, property,
equipment and materials that are required to achieve these objectives, as well as the
timeframes concerned
Our Financial Planning activity involves the following tasks:
• Assess the business environment
• Prove the business vision and objectives
• Quantify the amount of resource (labor, equipment, materials)
• Calculate the total cost of each type of resource
• Summarize the costs to create a budget
• Classify any risks and issues with the budget set

11. Performing Financial Planning is critical to the success of any organization. It provides
the Business Plan, by confirming that the objectives set are achievable from a financial
point of view.
The function of financial planning includes three categories:
1. Strategic role and objectives of financial management
2. The planning cycle

12. References
(i) http://www.rowan.edu/colleges/business/cie/documents/HiTech
Consulting_BP.pdf
(ii) http://app1.sba.gov/training/sbabp/bptemplate.pdf
(iii) http://www.bplans.com/
(iv) Andrew Zacharakis, Stephen Spinelli& Jeffry A. Timmons (2004)
Business Plans That Work
(v) Foo Check Teck& Peter Hugh Grinyer (1994) Sun Tzu On
Management