Ayam Cheese Company plans to open a restaurant specializing in chicken and cheese recipes. They will target families, students aged 15-24, and young professionals aged 25-34. While competitors like KFC and McDonald's are established, Ayam Cheese believes their unique products and customer experience will provide a competitive advantage. The founders have experience in management, finance, operations, and marketing. Financial projections estimate over $120,000 in first year sales with profitability by the third year of operations. Initial funding of $200,000 will be required for startup expenses and assets. Risks include poor initial service discouraging return customers.

1. AYAM CHEESE COMPANY, LLC
Business plan presentation
Abdul Hamid bin Ahmad Sazili (206140017)
Ahmad Shahrul bin Ahmad Shukre (210140035)
Adi Zikri bin Che Ali (203150037)
Nurli Sakinah bt Rosli (210140032)

2. Business Concept
 “We will be starting a restaurant that specializes in chicken
and cheese recipes. The company will implement website
with a simple yet contemporary design to keep up with the
latest trends in user interface, along with experience software
developer, maximize the exposure benefits of online
marketing. We will be using social media websites in a
cutting edge way to promote our products.”

3. Target market
 Demographically Ayam Cheese will come from all age and
income level.
 15-24 year olds (including students).
 Young adults and business people (25-34).
 Families with children under 14.
 Fastest growing demographic families with children under 14
years old.

4. Target market
8,700
7,800
12,900
Market Analysis
15-24 Year Olds
Families with Children
Young Adults and Business
people

5. Problems
 Identify problems and opportunities.
 Customers complaint – during avian flu few years ago,
customers saying that eating meat is dangerous and it
contain toxic.
 McDonald and KFC getting more growth rate.
 Lack of Manpower.
 Corporate taxes decreased – new competitors can appear
in the market easily.

6. Opportunities
 Trend of Children Love Fried Chicken – children and
teenagers prefers food that are fried which would taste better
and delicious. Ayam Cheese has plentiful of opportunity to
capture this market.
 Places of Interest – Pekan has abundant places of interest to
visit. With the increase people visit Pekan, Ayam Cheese
expect an opportunity to capture the market.

7. Competition
 The main competitor of Ayam Chesee currently is KFC and
McDonald.
 KFC – early entry fast food restaurant in Malaysia, have a
big chains of outlets, it have great experience and
expertise, and standardization of products and processes
among all outlets.
 McDonald – is an award winning company (Superbrands
Asia 2007), have worldwide reputation and wider
customers acceptance, has fully utilized its brand name to
create awareness among population in the world.

8. Competitive advantage
 Although both competitors have their own advantages, Ayam
Cheese unique products and superb customers
experience will give significantly advantages from its
competitors.

9. Goals and Objectives
 Ayam Cheese attempts to provide a tasty, chicken and
cheese product that customers will enjoy and return to buy
again.
 Objectives
 Achieve first year sales above MYR 120,000.
 Maintain a healthy average gross margin.
 Develop business model that is favorable to expansion.
 Establish three restaurant locations by the end of the third
year.

10. Marketing strategies
 Ayam Cheese will attract consumers through highly visible
signage, print media advertising, flyers and word of
mouth advertising.

11. Key Management Team
Summary Profile
Abdul Hamid bin Ahmad Sazili
(CEO)
Graduated M.B.A from Harvard Business School.
Has 4 years experience as general manager.
Adi Zikri bin Che Ali
(Finance)
Graduated from Rotterdam University in Master in Finance and
Accountancy.
Has over 4 years experience as finance executive.
Nurli Sakinah bt Rosli
(Operations)
Graduated from Melbourne Business School in International
Business.
Has over 4 years experience as operational manager.
Ahmad Shahrul bin Ahmad
Shukre
(Product Marketing)
Graduated from Coventry University, UK.
Has over 6 years experience as sales executive and marketing
manager.

12. Organization Chart
Abdul Hamid bin
Ahmad Sazili
CEO
Adi Zikri bin Che
Ali
FINANCE
Nurli Sakinah bt
Rosli
OPERATIONS
Full-time Employee
1
Part-time Employee
1
Ahmad Shahrul bin
Ahmad Shukre
PRODUCT
MARKETING
Full-time Employee
2
Part-time Employee
2

13. Financial plan
 Bank relationship will be establish as soon as possible.
 Sales growth will be aggressive for the first 18 months.
 We are forecasting a very conservative 10% growth rate.
 Salaries and rent are two major expenses.
 The owners will not take any profits out f the business and
will be paid as an employee.
 Payoff of private investment is expected within four to five
years.

14. Financial projections
-50,000
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
Year 1 Year 2 Year 3
Highlights
Sales
Gross Margin
Net Profit

15. Financial projections
-20,000
-10,000
0
10,000
20,000
30,000
40,000
50,000
Year 1 Year 2 Year 3
Profit Yearly

16. Financial projections
0
50,000
100,000
150,000
200,000
250,000
300,000
Year 1 Year 2 Year 3
Gross Margin Yearly

17. Funding requirements
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
Expenses Assets Investment Loans
Start-up

18. Risks and Rewards
 New restaurant often make one two mistake: either
unprepared or under prepared. Initial poor service or
product discourage customers from returning.
 Ayam Cheese will be as prepared at it can possible with
backup equipment, and alternative suppliers.
 Initial cost will be planned accordingly and kept to
minimum.
 Because our product are unknown to general consumer,
marketing activities are vitally important. To established
products brand awareness, we will give away small sample
to encourage first timers to try our products.