1.0 EXECUTIVE SUMMARY PRESTO Enterprise is a partnership-based business that manufactures and sells a cleaning agent, ZAUBER. ZAUBER can be used to remove any pesky stains on surfaces like tables, floors, walls, kitchens tools and appliances, and also to be used on clothes directly. Using natural resources as main materials, together with simple process production makes this product environmental friendly. This product is packaged in two different sizes - medium and small- to be applied in specified area of application and thus, making ZAUBER a user-friendly product. Our product is affordable for people of different classes. However, we believe that there will be a high demand of our product for household and industries. The reason we build up our company in Selangor is because of the high population. When the population is high, the need of cleaning liquid like our product will also increase especially for the family members more than 4 people. Beside Selangor, Kuala Lumpur and Johor is also our target since there are a lot of industries in these areas. Our product is needed by the industries like food and hotel. This is because these industries deal mostly with oil and grease. As a new company to enter an existing market with very competitive competitors makes it difficult for ZAUBER to penetrate the market. Hence, few unique features have been 1
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1.0 EXECUTIVE SUMMARY
PRESTO Enterprise is a partnership-based business that manufactures and sells a cleaning
agent, ZAUBER. ZAUBER can be used to remove any pesky stains on surfaces like tables,
floors, walls, kitchens tools and appliances, and also to be used on clothes directly. Using
natural resources as main materials, together with simple process production makes this
product environmental friendly. This product is packaged in two different sizes - medium and
small- to be applied in specified area of application and thus, making ZAUBER a
user-friendly product.
Our product is affordable for people of different classes. However, we believe that
there will be a high demand of our product for household and industries. The reason we build
up our company in Selangor is because of the high population. When the population is high,
the need of cleaning liquid like our product will also increase especially for the family
members more than 4 people. Beside Selangor, Kuala Lumpur and Johor is also our target
since there are a lot of industries in these areas. Our product is needed by the industries like
food and hotel. This is because these industries deal mostly with oil and grease.
As a new company to enter an existing market with very competitive competitors
makes it difficult for ZAUBER to penetrate the market. Hence, few unique features have been
added to ZAUBER to ensure its survival in the market and gaining consumer trust. The first
unique feature of the ZAUBER is the introduction of garbage enzymes as the main ingredient,
which has the ability to remove the stains. In order to further enhance the cleaning ability of
the product, a new technology called Reversed-Micelle (RM) solution has been proposed to
be included in the product. RM soap solution is an existing and widely known technology in
biotechnology field, but a group of students and lecturers from University Sains Islam
Antarabangsa (USIM) has developed an environmentally, user-friendly halal RM soap
solution with excellent efficiency. Thus, collaboration between the company and the
university has been established with an agreement to adapt the technology into company’s
products. RM soap solution provides another unique feature of the ZAUBER to penetrate
market easier, which enables it to remove stains directly on clothes almost instantly.
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In our company, there are more than one manager which including five major
positions. It is called as the management team. Firstly, the Managing Director is responsible
to control and lead the business. Second is Financial Director which in charge in company’s
account and finance. Next is Human Resource Director which responsible to manage routine,
duty, task, employment, termination or activity of the company and make sure the company’s
objective is achieved. For Marketing Director, she is in charge in marketing plan of the
business. The last major position is Operating Director which responsible to manage the
operation of the business by finding the customer demands.
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2.0 PRODUCT OR SERVICE DESCRIPTION
2.1 INTRODUCTION
Now more than ever cleanliness has been a major issue that has the attention of every one of
all age groups. The cleanliness or tidiness of a person’s surrounding and possessions is top
priority. With that in mind, the market for effective cleaning agents be it for grooming,
maintenance or general cleanliness for the house or for the work place has greater demand.
The demand is not only for effective products but also for fast acting products that can cut the
tedious time needed for proper cleaning.
The growing need for instant cloth cleaning is a long-unsolved problem faced by the
world today as stains particularly from food has been quite a problem for most people
nowadays. Having breakfast, lunch or dinner outside without having extra clothes for
changing is causing this unsolved problem to rise up. Pesky stains on tiles, tables and of
course, at kitchens also proved to be difficult to remove.
The product that has been invented to combat this problem is an environmental and
user-friendly cleaning agent that can remove any stains, especially oily stains. It can be
applied to specific desired spots or areas especially the stains on clothes. The dependence for
the production of this product on natural raw materials and without any additional hazardous
chemicals makes it very safe to be used. This product is invented based on the current
technology developed by a local university together with the idea of the founders of this
company themselves.
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2.2 DETAILED PRODUCT DESCRIPTION
The name of the product invented is given as ‘ZAUBER’, which is a German word for
‘clean’. This name was selected in accordance with the main purpose of this product, which
acts as a cleaning agent. This indirectly represents the image of the product to the market.
ZAUBER is a green-product, which consists of raw materials mainly from natural
resources, which are extracts from ‘Serai Wangi’, a type of plant, and also ‘garbage enzymes’,
which are produced from fermentation of agricultural wastes. In addition, a small amount of
extra components are added into the solution which are the extract of fish oils, unharmful
chemicals which is ‘lipase’ and also the emulsifier that mixes the fish oil with the solution.
2.2.1 PRODUCT APPLICATION AND NOVELTY
The product is invented mainly to act as a cleaning agent to remove nasty stains. The
area of application of this product is vast, which makes it a versatile and a very
flexible product. The applications of this product are as follows:
a) Primary Purpose:
i. To remove stains directly from clothes.
This product is very useful, simple to use and efficient to remove any recent
stains on clothes. This can be applied to remove any food stains such as
sauces, ‘sambal’, or even curry splashes. Apart from that, this product can
remove greases and other oily stains. This unique ‘instant–effect’ stain
removal makes this product to be totally different from other products
available in the market nowadays, in which providing the advantage to
penetrate the market easily.
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b) Secondary Purpose:
i. To remove stains on surfaces
Apart from able to remove stains from clothes, this product can be applied
to remove stains on surfaces such as tiles, tables, doors, walls, floors etc.
Although there are many products that have the same function as ZAUBER,
but what makes it different is the usage of natural resources, which is ‘Serai
Wangi’ and also unwanted agricultural waste as the main raw material.
Since this is a ‘green technology’ product, the safety of the product can be
guaranteed in terms of the material contents as compared to other existing
products in the market which mainly exploit various chemicals in their
product. In addition, the increment of the public awareness about ‘green
technology’ and also ‘sustainable products’ provides an extra boost for
ZAUBER to penetrate the market easily.
2.2.2 BRIEF PRODUCT TECNOLOGY DESCRIPTION
ZAUBER is mainly an inventive product that was born from the idea generated from
the founders of the company, together with the idea assimilated from the research
conducted by a local university. The idea was obtained from the research conducted by
the lecturers and students from Universiti Sains Islam Antarabangsa (USIM).
This research is the latest study of biotechnology, involving the
microstructures to remove stains effectively with a very high efficiency at a cellular
level. Using only common raw materials for production makes this idea a very
promising technology. Detailed explanation of this technology will be described in
later section.
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2.2.3 PRODUCT POTENTIAL AND FUTURE PLAN
ZAUBER not only can be considered as a cleaning agent, but its potential to be used
as a pest repellent is also very promising. Due to the special chemical property of the
‘Serai Wangi’, one of the main components of the product has the property to repel
most insects. This property makes this product feasible for further expansion on its
function, thus increasing the market value.
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3.0 TECHNOLOGY DESCRIPTION
ZAUBER is a product in which involving various technologies from various field of study.
Technologies involved mainly in the processing the ingredients needed for production. The
main ingredients with special technology involvement are the ‘Serai Wangi’ oil extracts,
garbage enzymes and ‘special soap’ named as Reversed-Micelle. In this section every
technology involved will be explained one by one in detail.
3.1 ‘SERAI WANGI’ OIL EXTRACTION TECHNOLOGY
The ‘Serai wangi’ oil extract is acquired by using Pressurized Liquid Extraction (PLE). The
equipment for the extraction is set at a specific pressure of 1203 psi and at a temperature of
167oC for a short duration of time to. The oil extract is then added to the enzyme mixture to
give it a better aroma and it also has antibacterial properties. Another alternative of acquiring
‘Serai Wangi’ extracts in case of supply shortage is by purchasing directly from Malaysian
Agricultural Research and Development Institute (MARDI). Using MARDI ‘Serai Wangi’ oil
extraction technologies developed by Dr. Abdul Rahman Azmil Bin Idris, a MARDI
researcher, which has the supply capacity of 500 tonnes of ‘Serai Wangi’ oil extracts per year
eliminates the supply shortage problem.
Figure 3.2 ‘Serai Wangi’ bush
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3.2 GARBAGE ENZYME PRODUCTION TECHNOLOGY
Garbage enzymes are known to be a very good alternative cleaning agent. These enzymes are
produced by a process called fermentation process using agricultural wastes. Its production
requires certain condition that needs to be met to ensure best quality of enzymes produced.
Table 3.1 shows the conditions that need to be met for garbage enzyme production.
Table 3.1: Conditions for Garbage Enzymes Production
Parameter Condition
Temperature Ambient temperature (30ºC)
Period of Fermentation Approximately 3 months
Solvent Water
Additional Ingredients Brown Sugar
Material-Sugar-Water Ratio 3:1:10
The fermentation process must be conducted in an air-tight vessel to prevent any air
flowing into the vessel, which can affect the fermentation process significantly. Another
reason is that to prevent any impurities from the ambient air to contaminate the solution. In a
first month a gas produced from the fermentation process must be released every day from the
vessel by opening it for a moment and need to be closed tightly afterwards. This procedure is
only performed when necessary starting second month onwards to remove extra gases
produced, preventing pressure build up in the vessel.
Figure 3.1 Garbage enzymes from fruit wastes.
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3.3 REVERSED-MICELLE SOAP SOLUTION
The Reversed-Micelle (RM) soap solution is the same as the normal soap solution except for
its enhanced capabilities to remove stains. This will be the main component that gives the
‘exclusive’ characteristic of ZAUBER, which is the ‘instant-cleaning’. As compared to other
conventional soaps, RM soap is scientifically modified at cellular level to ensure its
effectiveness in removing stains.
The idea of RM is adapted from the research made by a group of students and a
lecturer from University Sains Islam Antarabangsa (USIM). This invention was first noticed
from the exhibition held by USIM in 2011 called as i-Innova Exhibition 2012. The idea of
RM is widely known but what makes it different is that the raw materials that are being used
to produce it are all halal and environmental friendly. One of the key components is the oil
fish.
The idea is then adapted to be applied together with the garbage enzyme and
‘Serai Wangi’ extracts to further enhance the cleaning abilities of the product. The intellectual
property of this invention is unfortunately cannot be cited as it is still in the application
process. An agreement was made between two parties to have the product commercialized.
The inventor, which is the students and the lecturers involved, was given payment for the
company to ‘buy’ the idea. In the agreement it has also been specified that the inventor is not
allowed to make further monetary claims from the company. However, the company has
agreed that the inventor will be receiving 5% of the profit made per year by the company as
compensation. Any further matter will be dealt with by the company attorney.
Figure 3.1: Structure of Reversed Micelle (RM) and normal Micelle (M)
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3.4 ZAUBER PRODUCTION TECHNOLOGY
Best raw materials without the best combination. A perfect proportion of the main raw
materials; ‘Serai Wangi’ extracts, garbage enzymes and RM soap solution has been
determined by conducting a series of simple experiments to ensure maximum efficiency and
effectiveness.
The experiments were conducted based on two conditions: maximum quantity of
garbage enzyme with minimum quantity of RM soap solution for the medium-sized
ZAUBER, and vice-versa for the small-sized ZAUBER. This reason of varying the
composition of main raw materials between the same products but in different sizes is the
main area of application. Small-sized ZAUBER are applied specifically for the ‘instant-stain’
removal on clothes, which requires higher concentration of RM soap solution as compared to
medium-sized ZAUBER which is applied in other suitable areas that requires higher amount
of garbage enzymes. Since RM soap solutions requires fish oil which are pretty expensive as
relative to other materials, the usage of it must be minimized without affecting the
performance of the product. The results of the experiments obtained were shown in Table 3.2.
Table 3.2: The best ratio of main raw material for ZAUBER production
SizeComponents
‘Serai Wangi’ Garbage enzyme RM soap solution
Medium 3 5 2
Small 3 3 4
The materials blending process must be conducted in a slow-stirred medium temperature tank
to prevent the formation of unwanted foam, and also the degradation of the components in the
solution.
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4.0 MARKETING PLAN
4.1 INTRODUCTION
A marketing plan is vital to marketing success and also part of overall business plan.
Marketing is one of the most important parts of any small business and it's especially
important for startups. They help to focus the mind of companies and marketing teams on the
process of marketing for example, what is going to be achieved and how we intend to do it.
Product specific, market specific, or company-wide plan that describes activities
involved in achieving specific marketing objectives within a set timeframe. A market plan
begins with the identification (through market research) of specific customer needs and how
the company intends to fulfill them while generating an acceptable level of return. It generally
includes analysis of the current market situation (opportunities and trends) and detailed action
programs, budgets, sales forecasts, strategies, and projected (proforma) financial statements.
An effective marketing plan and being able to identify the marketing activities that
have the highest return on investment can often be the difference between a startup that
thrives and one that dwindles. Solid marketing strategy is the foundation of a well-written
marketing plan. While a marketing plan contains a list of actions, a marketing plan without a
sound strategic foundation is of little use.
There are few steps that should be followed to complete the marketing plan :
Define the product
Identify the target market
Determine market size
Identify the competitor
Determine the market share
Develop sales forecast
Develop marketing strategies
Prepare marketing budget
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The essence of marketing is to understand customers' needs and develop a plan that
surrounds those needs. Marketing plan includes advertising, distribution and selling. To
accomplish the aim of this company, our marketing plan includes strategies typical of any
marketing plan which are product, price, place and promotion.
4.2 TARGET MARKET
A target market is a group of customers that the business has decided to aim its marketing
efforts and ultimately its merchandise. A well-defined target market is the first element to a
marketing strategy. The target market and the marketing mix variables of product,
place(distribution), promotion and price are the four elements of a marketing mix strategy that
determine the success of a product in the marketplace. Target Marketing involves breaking a
market into segments and then concentrating the marketing efforts on one or a few key
segments. The beauty of target marketing is that it makes the promotion, pricing and
distribution of the products easier and more cost-effective. Target marketing can be separated
into :
Geographic segmentations
The location of our factory is at:
No 20, Persiaran Selangor,
Seksyen 15,
40200 Shah Alam.
Demographic segmentation
Income Affordable for all middle, lower or higher
income people.
Household size High demand for family members more than
4 people.
Less demand for family members less than 4
people.
Occupation Housewife, cleaner
Industry Hotel, cleaning, food
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Segmentation by occasions
Wedding and festives season.
Zauber target market is household and industries. This includes our main target which
is food and hotel industries at Selangor. Besides, our products are highly distributed to
supermarket such as Tesco, Giant and Aeon at Kuala Lumpur and Johor. Generally, we sell
our products through manufacturer’s representative or wholesale suppliers. However, our
customers can decide which options are easier for them to get our products.
4.3 MARKET SIZE
Table 4.1: Estimated market size for ZAUBER
Market Segment # Estimated
Population
Purchase/month
(RM)
Housewives 256,950 237,000
Cleaners 296,100 474,000
Industries 19,400 711,000
TOTAL 1,422,000
# Estimated population is based on potential buyers in market. Housewives are 17%,