The charity drive raised RM2546 for SPCA by selling onigiri, curry puffs, kuih, and phone accessories. Students at Taylor's University were the primary target market. Competition included a store selling similar Japanese rice balls and a store opposite selling breakfast foods. Products were packaged appropriately and prominently displayed. Promotional activities included posters, menus, and social media. Sponsors included the onigiri supplier and some parents of the group members.

1. !
Charity Drive Report
Group Members : Low En Huey
Lee Yih
Lovie Tey
Darren Sia
Khor Hao Xiang
Subject : Introduction To Business
Course : Foundation in Natural and Built Environment
Intake : February 2014
School : SABD

2. a. Executive Summary
The purpose of the charity event is to raise funds for SPCA (Society for the
Prevention of Cruelty to Animals). Besides that, we will get to learn how to run a
proper business. The net profit that we earned is RM2546.00. In this report, we
analyse the target market of our products as well as the competition that we faced
during the charity week. The products that we have sold throughout the charity drive
are Onigiri (Japanese Rice Balls), Curry puffs, Kuih and Phone Accessories. We sold
our products by twice the amount of the cost price in order to gain our profit. Posters
and promotions are made to promote our products to the customers. Furthermore, we
got sponsors from teammates’ parents as a form of support for this project. This report
also shows how we deliver our products to our customers so that they are satisfied
with our products. Green measures like minimizing the usage of plastic bags are
executed to reduce the waste and proper human resource planning was conducted so
that each of us work and coordinate as a team.
b. Objective
The reason we choose SPCA (Society for the Prevention of Cruelty Animals) is
because:
• We personally love animals a lot , seeing many people now a days in the
society neglect the existence of stray animals and abusing them is just a very
non humanity act, and we , not just the lovers of animal, as human we have the
responsibility to protect them I give them as complete shelter and food as
possible. Therefore, we choose SPCA as our society to donate because we
want to help solve this problem. For this charity week, we want to earn as
much as possible not just to get good grades, it is also to get more funds to
donate to SPCA. Our target donation amount will be RM500 and target sales
of our product will be RM2000.
c. Target Market
Our group focused our marketing activities on reaching the Taylor’s University
students as well as staffs and on the sophisticated youngsters. After the charity drive,
we found that these were the customer groups that are most likely to buy Japanese
rice balls, bakeries, phone cases and phone cables from us.

3. !
Target Market
Students Uni Staffs
Product 1 : Onigiri (Japanese Rice Ball)
For this product, our main target market group is Taylor’s students. This customer
group aged between 18 years old to 24 years old and the size of this target market
group is big. They are our target market because we are running our charity drive in
the university. Besides that, our store is located in front of Student Life Centre, where
most of the university students can hang out or study. For us, this has provided a great
opportunity for building a loyal client base. University students are usually daring and
generous in spending. Students who do not know about the Japanese rice balls would
dare to experiment as Japanese rice balls is something new to us. Furthermore, their
spending power is low because they are still students. Our price for Japanese rice balls
(RM5) is affordable for them as most of the students do not have income yet .The
Japanese rice balls are packaged in a way that students can just grab and go while
they are on the way to their classes. They can either choose to eat on the way to their
classes or keep it in their bags until their classes are over. After the first two days of
selling, we found out that we have loyal customers. They are usually Japanese food
lovers. Besides that, our Japanese rice balls are tasty and filling which made us more
loyal customers.
University staffs and lecturers are our minor target market group as the size of this
market group is small. They are usually aged 29 and above. We also found out that
some staffs and lecturer who aged 50 and above are less likely to buy from us because
they are more concern of their health as Japanese rice balls consist a lot of
carbohydrates. They would probably go for a healthier and light meal. However,

4. young lecturers and staff would buy from us. For this target market group, their
spending power is high because they have steady income compared to students.
Product 2 : Curry Puff and Kuih
After two days of selling, we have managed to pin point the periods of time where
customer crowd is at its peak. First period would be in the morning, from 7.30 am to
8.30 am. This is when most of the students are walking or rushing to their classes.
Most of them have not have their breakfast yet. Thus, we decided to sell breakfast
such as scones, kuih and curry puffs as our Japanese rice balls only arrived at 10 o’
clock. Besides that, most of the restaurants at the Syopz Mall do not operate at this
early hour. The target market groups are students and staffs who are hungry and have
not have their breakfast yet.
Product 3: Phone Accessories (Cases and Cables)
The target market group for this product is university students and most of them are
females. We made our phone cases ourselves in different designs and patterns.
Females are more likely to be attracted by beautiful and cute phone cases compared to
males. Besides, females usually spend more on changing phone cases while males
tend to stick to simple and plain cases. Thus, our target market group for this product
is really small, it is consider a niche market.
d. Competition Analysis
For this charity week drive,we have two main competitors, the first one will be the
store who is selling the same product with us but source from different company, the
SUMO onigiri shop as well as the store who is directly opposite of our store who is
selling nasi lemak , Maggie goreng and so on at the same price as our product.
As for the first competitor, they are selling the same product as us, which is Japanese
rice balls but they are from the different company source which is SUMO onigiri and
ours is from NIKO NIKO. Their strength will be the location of their stall because
their stall is located at the entering point of our charity week drive walkway, therefore
at the earlier time of the day when people arrive to the walkway will notice their shop
first before us, and this leads to us losing some potential customers as our shop is
located and the further end. But, they have vulnerabilities as well, their decoration for
the shop is a bit lacking so it will not attract customers’ attention. As we observed,
their store does not have any marketing posters. As for pricing, their pricing for

5. Japanese rice balls are at RM7 on the first day, but we are only selling at RM5
therefore more customers will buy ours rather than theirs which is at a higher price.
From the location aspect, their store will also lose potential customers because during
the middle of the day, when most of the students are dismissed from classes, they will
pass by our store first before passing by theirs.
For the second competitor will be the store opposite of ours which is selling nasi
lemak ,Maggie goreng and beverages. Their strength is that they are selling a bigger
portion of food product at a same price with us, for example they are selling Nasi
Lemak Chicken Rendang at RM5, therefore more people will think that buying their
product are more worth the price as it consist of rice,sambal, anchovies and Rendang
chicken rather than ours ,a Japanese rice ball that cost the same price. Besides that,
they started selling their food early in the morning, about 8.30 in the morning when
most of the students have not have their breakfast. Their store has provided various
choices of food for breakfast and thus they have more customers in the morning.
Another strength of their store is that they sell diversities of food compared to our
store which only sell one type of food. As for their vulnerabilities , their product are
mostly served for breakfast or brunch, so if their product is not completely sold by the
afternoon ,lesser people will buy theirs cause the products are not that fresh anymore
and less suitable to be eaten as lunch.
e. Product and Packaging
1. Onigiri (main product)
It is a Japanese rice ball made from plain boiled rice formed into triangular and
usually wrapped in nori (seaweed). Onigiri is very popular in Japan and a variety of
different flavours and fillings can be found. The common fillings include fried
salmon, teriyaki chicken, octopus, ebiko, sakura denbu and so on. It was originated
from the ancient time in Japan when the people use this method to keep the rice fresh
longer by filling it with salty or sour ingredient as natural preservatives.

6. Features
• Made with Japanese premium short grain rice
• Wide range of flavourings and fillings
• Can be served as breakfast or lunch
• Non-preservative - can be kept for one day
• Grab and go - instantly can be served, doesn’t need heating up using microwave.
Packaging
• Packed with a transparent plastic sheet - customers can see how it looks inside, it
can also be kept for hours in the bag without spilling out.
• Wrapped with a specific folding technique - customers can open it easily
• Branding : a logo of Niko Niko Onigiri is sticked at the front side - customers able
to recognise out
• Name of the fillings or flavourings is written in front

7. 3 Steps to open Onigiri :
2. Handmade Phone Case
Iphone 4/4s/5/5s unique phone cases decorated with charms, pearls and diamonds by
ourselves. Two colours are available: black and transparent. 100% DIY phone cases to
keep the iPhones protected and the owner delighted. Might as well bring out as much
of your personality as possible in the decoration!
Features
• Unique style designed and handmade by ourself
• Protect the fragile glass phone
• No repeating design - each design is only used once for each casing

8. Packaging
• Placed in a transparent plastic bag - clearly shows what’s inside
• Plastic bag with sealing sticker - prevent products falling out when it’s being carried
Phone Cables
Iphone 4/4s/5/5s and Samsung short phone cables. Colour available is blue, white,
grey, purple, and black.
Feautures
• Built in magnet at the connecting part - easy for storing, prevent tangles formed
• Can be connected to a MacBook
Packaging

9. • Placed in a packaging box with name of brand written on it
• Rectangle casing - can be stored together easily
• Packaging box with a transparent sheet in front - customer able to see what’s inside
Curry Puff
A small fried pie consisting the special prepared curry and added with potato or sometimes
sardin. It doesn’t contain any preservative. The curry puff was freshly made by the food stall
auntie every morning and can be preserved for one day long.
• Can be kept until evening
• Suitable to served as breakfast or tea
time food
Packaging
• Packed in a small transparent plastic bag
• Sealed with cellphone tape to ensure the
cleanliness of food
• In the serving of 2 curry puff per plastic bag

10. Kuih Seri Muka
A two-layered dessert with steamed rice forming the bottom layer and a green layer on top
made of pandan juice. Coconut milk is added to impart creamy taste in it. One of the popular
Malay kuih can be found selling at the roadside food stall.
• It’s cut into small cube size - easy to
hold
• Suitable to buy as breakfast
• Convenience - can be served straight
away
Packaging
• Placed into a normal size plastic bag
• sealed with cellphone tape - keep cleanliness of
food
• Can be kept in the bag after buying
• The plastic bag keep the hand clean all the time
when eating the kuih

11. f. Pricing
Product 1 : Onigiri
!
Selling Price : RM5.00 per piece
Cost Price : RM2.50 per piece
Two days before the charity week, we had a test market to test the attractiveness of
this product. We bought 60 pieces per day. The response was good as we managed to
sell all of them for that two days. The original selling price for this product at their
outlet is RM 3.80 per piece. We got discounted price which is RM2.50 per piece
because we bought in bulk. In order to earn more, we sell the product at a price of
RM5.00, which is two times of the cost price. We decided not to raise the selling price
of this product although the market was good.

12. !
Numbers of Onigiri Sold and Ordered
ONIGIRIS SOLD ONIGIRIS ORDERED
Based on the graph above, it shows a steady increase of Japanese rice balls that were
ordered and sold in 7 days. On the 17th of November, we ordered 100 pieces of rice
balls and sold all of them in 3 hours’ time. The product was sold at a faster rate and
thus we decided to order more in the next day in order to increase our sales. On the
last day of charity drive, we ordered 200 pieces of rice balls, and faced difficulties in
selling them because the choices of flavors for the rice balls were less and most of the
university students do not have classes on Friday. However, we still managed to sell
all of them at a slower pace. In order to sell all of the rice balls that we have ordered,
we lowered down the price of this product at the end of the day to prevent wastage.
For example: we sell 4 rice balls for RM15.00, 3 for RM 12.00, 2 for RM8.00 and 1
for RM5.00. This promotional has helped us to sell all of our rice balls on the last day
of sales. This promotion has helped us to sell all of our rice balls on the last day of
sales.
200
150
100
50
0
12 NOV 13 NOV 17 NOV 18 NOV 19 NOV 20 NOV 21 NOV

13. Product 2 : Phone cases
Selling Price : RM10- RM 35
Cost Price : RM6 – RM 25
The sales for phone cases were bad. Only a few cases were sold. However, the profit
that we could gain is high if we managed to sell all the phone cases.
Product 3 : Curry Puff and Kuih

14. Selling Price : RM 1.50 per piece
Cost Price : RM 0.50 per piece
g. Promotion
Main Marketing Message
Funds to the Rescue! This is the slogan we used for our business. We donate all the
profits we earned from this business to SPCA (Society for the Prevention of Cruelty
to Animals). By buying an onigiri from us, this means doing charity for a good cause,
giving back to our own society. The money earned from an onigiri sold can provide
two meals to a dog who doesn’t have a healthy home to stay, or has been constantly
beaten up by the heartless men. The is the least that everyone can do, by giving help
to those who need!
Poster
Posters are created using Photoshop and displayed on our charity drive’s booth.
Informations such as slogan of business, types of food, pricing and name of
organisation is included for better understanding.

15. • Easily visible to gain attention from the onlookers
• Important information can be seen from quite a distance
• It can be placed at anywhere
• Can be printed out easily in one copy or more
Menu
Pictures of the fillings and the name of onigiri is
printed on a menu, placed on the table of our stall.
Black colour is used as background to contrast the
informations out.
• Customers able to see the variety of choices
• More informations on the detail of the fillings
inside the food
• Pictures of food act as reference to promote
Social Media - Instagram
Posters created and photos of the actual charity event were uploaded to Instagram, added with
a caption to briefly promote our stall.
• Instagram acts as one of the popular online photo-sharing
service
• Friends will be able to read the message, our stall is
then at the same time being promoted

16. Video link : http://youtu.be/l7AIOefdlPI
h. Sponsors
For this project, we have approached the owner of NIKO NIKO ongiri shop in SS15,
Mr Mike, for sponsorship as he was the supplier of our rice balls. We called him to
enquire about the sponsorship as he was not at the shop when we visited. However,
through the phone call, Mr Mike could not sponsor us the products but he was
willingly to sell the rice balls to us at a lower price, from RM3.80 to RM2.50.
Besides that, we have successfully got sponsorship from our teammates’ parents. Our
parents showed great support for this project. They have sponsored us by giving us
cash.
These are the name of the parents that have sponsored us:
Lovie Tey’s Mother , Chong Hui Lin : RM100.00
Khor Hao Xiang’s Mother, Annie Lai Chuey Har : RM100.00
Lee Yih’s Father, Lee Kwee Choy : RM100.00

17. A great thanks to the parents who are generous enough to sponsor us money for this
project.
i. DISTRIBUTION
In distribution of our products, first we chose to get our stocks from the nearest place
possible from Taylor’s Lakeside campus so that we can save time as well as
transportation cost to deliver the stocks from shop to campus. So, we got our stock
from ss15 NIKO NIKO Onigiri shop as it is the nearest shop that provides the stock
we want around. Other than saving time and transportation cost, we intend to get the
stock fresh every day for customers, therefore we requested the NIKO NIKO onigiri
shop to make the fresh onigiris every morning . We approach their shop to get the
stocks every morning so that we can sell fresh products throughout the day and keep
constant of this method for the whole Charity Drive Week event. But, fortunately the
boss of the NIKO NIKO Onigiri was kind enough to deliver the stock to Taylor’s
Lakeside campus for us during the last two days of the events due to us buying in bulk
of their products for almost the entire week.
Our products are delivered to the stall every day before 10 a.m. by us, which is the
time before our stall opens. It is not needed for customers to wait for their products
when buying from us our products are well packaged and customers just pay, take
and go from our stall.
The number of customers we can reach effectively is quite high, this is proven by the
sales of our products as we sell about 150-200 onigiri per day and they are all sold out
by the end of the day and each customers who brought our product will buy around
1-7 onigiri per day, therefore the number of customers we have per day is
approximately 100 people. For our donations, we have two of the SPCA donation box
therefore more people are willing to donate to us as it is well proven a legit donation
box. The efficiency of customers and donators are also increased as we have 5 people
in the group, therefore we always take turns to walk around campus to sell our
products and get donation at a 2 person per time and 2-3 times walking around the
whole campus frequency. Other than selling onigiri, we also sell custom made phone
case personally made by us and these products can be ordered online from social sites
such as Facebook and Instagram, whereas onigiri we also provide booking services as
customers can book the product they want and we will reserve some of the products
for the customer the next day actually via phone calls as well as on our stall itself.
j. Green Measures
We chose Japanese rice ball as our main products because it is a conveniently
packaged food that is made fresh in the morning. The second products of our store are
phone casing and phone cable

18. Our product is not made in an environmentally conscious manner as the packaging of
the rice balls are made of plastic. Plastic is a non-renewable and it is difficult to
decompose. It is a threat to the environment and living things especially marine
animals. However, the supplier minimized the usage of plastic in the packaging of the
rice balls. The wrappers of the rice balls are made so that it is in thin layers of plastic.
This thin plastic does not contribute much to carbon footprint.
The second product of our store will be phone cases and phone cables. Our phone
cases are packaged with a transparent plastic bag to minimize the waste of plastic and
the plastic bag can be reused. The packaging used for the phone cable is cardboard;
the packaging of the cable can be recycle or be reused.
The wrappers of the Japanese rice ball are very thin layers of plastic so that it does not
contribute much to carbon footprint and that’s a label printed on the wrappers so that
the consumers will dispose the trash properly. Besides that, the packaging of the
phone casing and phone cable also has a printed label to make sure customers will
dispose the trash properly. Besides that, we did not provide plastic bags for the
customers. For customers who buy a lot of the products, we will reuse the plastic bags
we got from the suppliers. This method of reusing plastic bags has helped a lot in
reducing carbon footprint.
The product’s wastes after use or consumption will be throw into the dustbin. In our
store we did not use any electricity because our group did not need to use any
electrical gadgets. There were not much paper waste as we used the same posters
throughout the entire week.
k. Human Resource Planning

19. Project
Manager
• Accountant
• Advertising
!
Project Manager : Plans things that need to be done, making sure that the project
is running on time, observe the changes in project and what is
need to be corrected, make sure that the team reached the
targeted sales.
Accountant : prepare financial records, make sure accuracy of the records,
monitors the flow of money, pay money to the suppliers.
Advertising Executive : Designs posters, plan promotional activities, in charge
of the decoration of booth, promoting products.
Sales Executive : Approach potential customers to sell products,
negotiates with customers
Supply Chain Manager : Manage distribution of products, communicate with
suppliers, obtaining products from supplier.

20. l. Evaluation of Results
!
PROFITS AND COST
PROFIT COST
There is no loss in this project. We have earned a net profit RM2546.00.
In this project, the thing that we did correctly is that we chose to sell Japanese rice
balls which is the main sales of our group. We have earned a lot by selling Japanese
rice balls and it is easy to sell because it is delicious and got the liking of students.
Our team members only have to contribute a little amount of money to buy the
product. On the other hand, the thing that we did wrongly is that we did not plan
properly at the start of the project where we decided to sell customized phone cases
and phone cables. We bought the products before testing the market and the response
was really bad even after we tested. The prices of the phone cases are RM15 and
above which cause us to lose customers due to the high price.
If we were to repeat the event one more time, we would have only invest in the
Japanese rice balls instead of the phone accessories. Besides that, we would also sell
more variety of food to increase our sales.
1000
750
500
250
0
12 NOV 13 NOV 17 NOV 18 NOV 19 NOV 20 NOV 21 NOV

21. Reference
1. (EXECUTIVE SUMMARIES COMPLETE THE REPORT, 2007)
2. Small Business : Canada Expert . How to write a business plan . Retrieved
from :http://sbinfocanada.about.com/cs/businessplans/a/bizplanmarkanal.htm