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E-Business Plan - online Food Orders and Delivery Services

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E-Business Plan

Online Food Orders and Delivery Services

MMU-MBA Group Project for BEL6084 - Information Systems and E-Commerce

Semester : May 2005 - Jul 2005


Student ID : 1051200001 1051200019 1051200028

Supervisor : Mr. T. Subramanian


Executive Summary 1

Management Team 2

Product Description 3

Marketing Plan 4

Operational Plan 6

Financial Plan 7

Risk Analysis 9

Future Projections 10

Executive Summary

Mission Statement

To provide scrumptious, affordable and convenient meals to our target customers with the aid of Internet and its related technologies.


Subra and Co., founded in June 2005, is based in Penang with its two-in-a-box headquarters located at both Krystal Point, Bayan Baru and Wisma Boon Siew, Georgetown is a pioneer company that ventures into the online food order and delivery services which will be made publicly available via the company's new website ( Our company B2C business model focuses on delivering a huge selection of scrumptious meals at low prices also focuses on making this available conveniently to our customers.

Company name : Subra & Co (4377888-U)

Registration date : 1st June 2005

Operation date : 1st August 2005

Company address : No. 18-08, Wisma Boon Siew, 11700 Penang, Malaysia

No. 18-08, Block 1, Krystal Point 2, Lebuh Bukit Kecil 6, 11900 Penang.

Type of business : Trading and servicing of food products.

Startup Capital : RM 100 000 only

Share holders : Tan Heng Lee (35% - RM 35 000)

Ooi Ghee Beng (33% - RM 33 000)

Chan Weng Jun (32% - RM 32 000)


The market for the company's new business is the massive labor force in both the Georgetown commercial and Bayan Lepas industrial hubs in Penang. Currently there is no provision of food orders and delivery to the Penang working community. This is a highly-potential and highly-lucrative market segment to start up this type of online business.


Subra and Co. seeks RM100 000 of growth capital to accelerate the rollout of the new online business. Revenue is expected to be RM1.5 million in 2006 and exceed RM3 million in 2008. The company is free of debt. The exit strategy is initial public offering, sale, or buyout.

Management Team

The People The Background

Tan Heng Lee Title:


Previous jobs:

Managing Director of CKC Food Industries for five years. Prior to joining CKC, Heng Lee was principal scientist and fellow research officer for several prominent biotechnology companies namely LegionPharma Inc, SinTEK Industries, and Sterling Laboratories over a period of five years.


PhD, Biotechnology, New York University

MBA, General Management, Multimedia University

B Tech.(Hons), Food Technology, Universiti Sains Malaysia

Ooi Ghee Beng Title:

Vice President of Marketing & Sales

Previous jobs:

Regional Sales Manager, British American Tobacco (BAT) for three years. Before joining BAT, Ghee Beng was a Senior Hardware Validation Engineer at Intel, Kulim for five years.


MBA, General Management, Multimedia University

BSc., Computer Science, Massachusetts Institute of Technology

Chan Weng Jun Title:

Vice President of Technology

Previous jobs:

Information Systems Engineer, Fairchild Semiconductor for five years. During his five year tenure at Fairchild, Weng Jun developed several major web-based applications for the company, and was also a specialist in creating e-documents.


MBA, General Management, Multimedia University

BSc. (Hons), Computer Science, Coventry University

Product Strategies

Product Description

In view of Malaysia's 2005 budget of RM10 million to promote Halal food products and various tax incentives such as Double Tax Deduction and a 100% Investment Tax Allowance for 5 years, our company will serve only Halal products to take advantage of these benefits.

Being a local company with a local target market, our main product and revenue comes from providing local cuisines



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