elg report 2

Q: Your recent development? (What has the business accomplished, what
changes had occurred?)
A: We have produced a new product recently which is the honey cheese tart.
Q: Why do you choose to sell desserts?
A: Our background prompted us into this field as both of us are major in the
culinary field. Besides, we also wanted to share to people about our ideas in
desserts and to show people what we can do.
Q: What is the uniqueness between your desserts and many others?
A: The quality of the ingredients we used is different from other desserts
shops, we only use good quality in our desserts. Moreover, we do not sell same
type of desserts as well as beverages compared to other dessert shops.
Q: What is your Future development?
A: Not sure yet as we are still new. We wanted to concentrate on the current
branch at the moment.
Q: What difficulties you had face running this business?
A: We lack of time for product preparations at the beginning of the business as
the number of customers exceeded their expectations. We also having a
difficulties in keeping the ingredients fresh.
Q: Who are your competitors?
A: To be honest we have lots of competitors in this market, however we have
also other competitor which sell similar type of desserts with us which are all
located overseas such as Cruis dessert in Thailand, Hanito café in Tokyo and
Dazzling Café in Taiwan.
Q: How do you compete with your competitors (what strategies do you employ
to divert customers away from your competitor?
A: Our ingredients makes us different from other desserts shop. To be precise,
the fact that we pick our ingredients make us unique. We only use the best
LOH MUN TONG (0323680) l TAN JIA SAN (0322406) l LEONG LI JING (0323628) l CALVIN WONG
PING KET (0322481) l KIEW CHEE YUAN (0323297) l THAM KAI LOON (0323593) l LOW WING CHUN
(0323315)
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ingredients for our desserts.
Q: How much capital is required to start this business?
A: Approximately RM200k.
Q: Generally, do you feel it is easy or hard to enter this market? Why?
A: It is quite difficult because we are still new in this market and have no
experience in it. In addition, we also need to ensure that we provide the best
services to our customer.
Q: Where do you see your business in the next year? In the next five years?
The next ten years?
A: As we have not decided to open any branches at the moment therefore we
will only focus on this shop. We were hoping that we will become best of all
desserts shop.
Q: What do you most attribute your success? What would say are the five key
elements for starting and running a successful business?
A: I think it’s time that matters the whole succession. We dedicate lots of time
for the preparation of our honey toast.
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Transcript (Sweet Hug House): Ng Kam Wai and Cheong Phooi Leng
Q: When was the business founded?
A: started since November 18th
, 2012
Q: Who are the key founders?
A: Ng Kam Wai and Cheng Phooi Leng
Q: What type of business plan did you employ to operate your business?
A: We use our own recipe to produce our desserts
Q: What prompted the founder to start this business?
A: I used to work in a 6-star hotel in Genting Highland before that and I move
back to Kampar recently to take care of my children. Therefore, I decided to
start this business to earn a living.
Q: What are your main products or services provided?
A: Our signature dessert is cheesecakes, chocolate lava, and fondue. For main
course, we have honey chicken chop and black pepper lamb chop.
Q: Who are your customers? (Age, group, income level, education level)
A: 50% of his customers are families, 30% of them are students and the 20%
are mostly Malays and Indians.
Q: What is your annual revenue?
A: About RM100k.
Q: How many employees do you have currently?
A: 5 full time, 1 supervisor and 4 waitress.
Q: What is your estimated current number of customers?
A: about 100 people for normal season and 200 during peak season.
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Q: Your recent development? (What has the business accomplished, what
changes had occurred?)
A: We’ve makes some new changes to our menu and collecting customers’
feedback.
Q: Why do you choose to sell desserts?
A: Because I have experience in this field by what I observe when I was working
in the hotel before that. Moreover, we have less competitor in selling desserts
in Kampar too. Another reason is there are many students living in this area.
Q: What is the uniqueness between your desserts and many others?
A: What special about us is that we use homemade recipe. In addition, we will
change our recipe every 2 to 3 months according to the customers’ need and
liking.
Q: What is your Future development?
A: We plan to open another branch if possible.
Q: What difficulties you had face running this business?
A: Since we are not franchise therefore we lack of publicity. We need to work
really hard to attract more customer.
Q: Who are your competitors?
A: We don’t have much competitors as our food taste differently compared to
other shop. Therefore, it is based on the customers liking.
Q: How do you compete with your competitors (what strategies do you employ
to divert customers away from your competitor?
A: What we different from other desserts shop is that we produce our recipe
on our own.
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Q: How much capital is required to start this business?
A: Approximately RM100k
Q: Generally, do you feel it is easy or hard to enter this market? Why?
A: It is not easy as it needed a lot of time and effort in order to make it
succeed.
Q: Where do you see your business in the next year? In the next five years?
The next ten years?
A: As the economy now is not good due to the falling of currency. I hope that
there will be an increasing number of customer each year.
Q: What do you most attribute your success? What would say are the five key
elements for starting and running a successful business?
A: Time and effort. We spend lots of time and effort in our recipe.
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Appendix 3:
Following are the photos taken in the interviews and document related to the
related businesses.
Sweet Hug House
The interior design of Sweet Hug House
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The exterior design of Sweet Hug House
We ordered a pandan lava
cake. The dessert is designed
in a Christmas theme as
Christmas season is closed that
time.

Interview notes
Name card taken from Sweet Hug House
Details are as follow:
Name: Cheng Phooi Leng
Job position: Promotion & Event Planner
Phone number: 016-441 7760
Email address: pl.cheng1@hotmail.com
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Sweet Hug House Facebook homepage
Link: https://www.facebook.com/sweethughouse
Group photo with Ng Kam Wai and Cheong Phooi Leng
Haraju Cube
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Interior design of Haraju Cube
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Exterior design of Haraju
Haraju Cube’s menu

Interview notes
Photos of our group member interviewing the interviewee
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Haraju Cube’s Honey Toast

Haraju Cube Facebook page
Link: https://www.facebook.com/harajucube103/?fref=ts
Details are as follow:
Name: Daichi Fukuzato
Job position: General Manager
Phone number: 0377335973
Email address: harajucube@gmail.com
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Appendix 4: Minutes of Meeting
DATE : 1st
December 2015
TIME : 10am-12pm
VENUE: Library , Event Hall (2nd
Floor)
NAME OF GROUP MEMBERS TUTORIAL GROUP ROLE
Loh Mun Tong FRIDAY (2pm-4pm) Chairman
Calvin Wong Ping Ket FRIDAY (2pm-4pm) Secretary
Leong Li Jing WEDNESDAY (4pm-6pm) Member
Tan Jia San FRIDAY (2pm-4pm) Member
Low Wing Chun WEDNESDAY (6:30pm-
8:30pm)
Member
Kiew Chee Yuan FRIDAY (2pm-4pm) Member
Tham Khai Loon WEDNESDAY (4pm-6pm) Member
NO. ACTIVTIY ACTION TAKEN BY
1. Introduction
i. Discussed the details of brief and understand
what we were assign to
ii. Figured out what type of business to research
All members
2. Discussion
i. Decided two locations of business which is in
Klang Valley and one is in outside of Klang
Valley
ii. Did some research on how to make an interview
with proper English
iii. Listed out some of the interview questiond.
iv. Minutes of meeting will be recorded by Calvin
Wong Ping Ket
All members
3. Conclusion
i. We decided to use desserts shop for business
research
ii. Briefly draft for interview questions
iii. Next meeting will be on 4th
December 2015
(after showing progress)
All members
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DATE : 4th
December 2015
TIME : 11am-2am
VENUE: Library (2nd
Floor)
Low Wing Chun WEDNESDAY (6:30pm-8:30pm) Member
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DATE : 15th
December 2015
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1. Introduction
i. Role of group members during interview
ii. Preparation for interview
All members
2. Discussion
i. Decided locations for both desserts shop
( Kampar & Damansara)
ii. Finalized the interview questions
iii. Distribution of roles of members during
interview : (Kampar)
1. Loh Mun Tong : Interview
2. Low Wing Chun : Interview
3. Calvin Wong Ping Ket : Record notes
for interview
4. Leong Li Jing : Record notes for
interview
5. Kiew Chee Yuan: Videographer
6. Tham Khai Loon : Videographer
7. Tan Jia San : Photographer/Record notes
for interview
iv. Equipment needed for interview :
1. Camera
All members
3. Conclusion
i. Interview session for Sweet Hug in
Kampar will be at 11th
of December
2015
ii. We will be having meeting after the
interview to analyse the answers
and information of interview
iii. Only some of the group members
will be doing the first interview
All members

TIME : 2pm-5pm
VENUE: Library Event Hall
1. Introduction
i. Analyze interview answers and
information
ii. Plan for next interview for Haraju
Cube
All members
2. Discussion
i. Roles of group members for report
assignment
1. Loh Mun Tong : Cover page ,
content, key summary , Comparison
2. Leong Li Jing :Brief Description
3. Tan Jia San : Appendices ,
Bibliography
4. Kiew Chee Yuan : Competitors,
strategy, Comparison
5. Calvin Wong Ping Ket: Obstacle
Faced , recommendation
6. Tham Khai Loon : Definition of
selected business
7. Low Wing Chun: Video editing,
References.
All members
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3. Conclusion
i. Compile interview questions and
answers for first interview by 23th
of December 2015
ii. Next interview session will be on
23th of December, 2015
All members
DATE : 12th
January 2016
TIME : 12:00 pm-3:30pm
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1. Introduction
i. Finish incomplete information and data
need to be compiled
All members
2. Discussion
i. History of both business shops:
- Done
Brief description :
- Done
Video editing :
- Video for second interview not
complete yet
Comparative analysis:
- Not Complete
Competitors, strategy:
- Strategy part will be done in this
meeting
Artistic cover :
-Finalize draft
Obstacle faced , recommendation :
- will be done in this meeting
Appendices, bibliography, references
- Not complete
All members
3. Conclusion
i. Complete the tasks above and
compile together by 15th
of
December 2015
All members
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DATE : 14th
January 2016
TIME : 1pm-4pm
1. Introduction
i. Finalization of compiled research report All members
2. Discussion
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ii. History of both business shops:
- Done
Brief description :
- Done
Video editing :
- Done
Comparative analysis:
- Completed
Competitors, strategy:
- Completed
Artistic cover :
- Finalization stage
Obstacle faced , recommendation :
- Done
Appendices, bibliography, references
- Will be completed in this meeting
All members
3. Conclusion
I. Complete all the compilation and submit
hardcopy of the report with a CD of
interview videos on 15th
of January 2016
All members
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References
A brief History of Desserts ( Irtiqa RSS) Retrieved from http://www.irtiqa.co.za/a-brief-history-of-
desserts. Accessed on 2 January 2016.
History of Baking and Pastry Cooking (History of Baking and Pastry Cooking)
Retrieved from http://www.pfisterconsulting.com/history.htm. Accessed on 2 January 2016.
Harajuku (Urban Dictionary) Retrieved from
http://www.urbandictionary.com/define.php?term=Harajuku .Accessed on 30 December 2015.
Haraju Cube (Time Out Kuala Lumpur) Retrieved from
http://www.timeout.com/kuala-lumpur/restaurants/haraju-cube . Accessed on 30 December 2015.
Sweet Hug House (Foursquare) Retrieved from
https://foursquare.com/v/sweet-hug-house/50ba1aece4b04656297d6f0d . Accessed on 30 December
2015
10 Spots Not To Be Missed in Empire Damansara | OpenRice Malaysia (OpenRice Malaysia)
Retrieved from http://my.openrice.com/klangvalley/article/10-spots-not-to-be-missed-in-empire-
damansara/735 . Accessed on 31 December 2015 Seven
Cups & Epique, Empire Damansara, Damansara Perdana (The Garden NOM)
Retrieved from https://thegardennom.wordpress.com/2015/02/26/seven-cups-epique-empire-
damansara-damansara-perdana/. Accessed on 31 December 2015
JJ Cafe @ Ipoh, Malaysia (Always Travelicious)
Retrieved from http://alwaystravelicious.com/2013/11/07/jj-cafe-ipoh/. Accessed on 1 Jan 2016
Bread Espresso Dessert
Retrieved from http://softshellcrabtemaki.blogspot.my/2012/10/life-in-bed-bread-espresso-
dessert.html. Accessed on 3 Jan 2016.
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