ENTREPRENEURSHIP THEORY, PROCESS

& PRACTICE
(EPPK6014)

BUSINESS CONCEPT PAPER

Dr. FARHANA SIDEK

NURUL HAMIMAH BINTI JAMALUDIN

(P97368)
SARJANA KEUSAHAWANAN & INOVASI
UNIVERSITI KEBANGSAAN MALAYSIA
 Nurul Hamimah Bt Jamaludin
P97368 Sarjana Keusahawanan & Inovasi

TABLE OF CONTENT

CHAPTER TOPIC PAGE

1 Introduction 3

2 Business Concept Statement 4

Product Description
A. What Is My Product/ Service
3 B. What Does My Product/ Service Do? 5
C. How Is It Different Or Better Than Other
Product

Market Segment
4 8
A. Who Will Buy The Product/ Service?

Target Market
5 10
A. Why Will They Buy The Product/Service?

Marketing
6 A. How Will The Product/ Service Be 11
Promoted And Sold/ Offered?

Competition
7 13
A. Who Are My Competitors?

8 References 14

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 Nurul Hamimah Bt Jamaludin
P97368 Sarjana Keusahawanan & Inovasi

BUSINESS CONCEPT PAPER

1.0 INTRODUCTION

According to the Second Edition Student Dictionary, the veil means something
that is used to cover the head. Tudung or in Arabic means 'Hijab' is an identity
often associated exclusively with Muslim women. However, many do not realize
that the practice of hijab is also shared with women from other nations and
religions. Clothing or scarf is a relevant fashion element and it changes
according to the flow and custom of a particular area and time (Mohd Syah Zali,
2013).

Hijab is an obligation that every Muslim woman should complete as a sign of

obedience to all the instructions of Allah SWT. The hijab phenomenon is
increasingly vibrant when many celebrities are wearing hijab. Nowadays, it is
incomplete as a Muslim woman in Malaysia if she does not wearing hijab. They
have varieties of hijab’s designs for certain occasions. By the existence of a
variety of special television programs that highlight the latest fashion, hijab has
become a popular trend in Malaysia.

In Malaysia, there are over 700,000 women who worked in various sector and
19.7% of Small and Medium Entrepreneurs (SMEs) are owned by women
(Berita Harian Online, 2017). A study found that, 63% of women in Malaysia are
the main decision makers for family shopping category (Utusan Online, 2012).
This data shows that career woman, who have income are able to make a
decision on their purchase. Woman as a consumers are able to provide greater
return because they are likely to build brand relationship over the long term as
well as producing higher customer retention rates.

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 Nurul Hamimah Bt Jamaludin
P97368 Sarjana Keusahawanan & Inovasi

2.0 BUSINESS CONCEPT STATEMENT

I am interested and plan to start a business in the hijab fashion because in

Malaysia, the hijab fashion has evolved into many fashions and styles. My focus
in this business is to help the Muslim’s women to get a headscarf or hijab that
is enable the wearer to put it on in a minute, ready to go, without needing to
assemble the hijab or to fiddle around with pins. Although easy to style, my hijab
is attractive in terms of design, color and quality materials as well as it is still
cover the aurat.

I choose to name my product as AaNn Hijab's. It is a simple pronunciation that

can capture the customers. I also design a logo that represents my product. I
believe that brand is a symbol that connects the mind of a customer to a
company or product. It will create a perception where a product has a quality
that makes it unique and special.

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 Nurul Hamimah Bt Jamaludin
P97368 Sarjana Keusahawanan & Inovasi

3.0 PRODUCT DESCRIPTION

A. What Is My Product/ Service?

My product named AaNn Hijab's is an attraction in developing the current

fashion hijab. It is able to eliminate the mindset of a Muslim teenager about
the difficulty of fashioning even if they wear a hijab. AaNn Hijab's which is
to be marketed is not too difficult to be styled because it is a type of instant
hijab and easy to use. Despite being simple, AaNn Hijab's is able to steal
customers' attention with attractive and simple designs. The marketable
AaNn Hijab's has a wide range of different color and sizes according to
customer tastes and needs.

B. What Does My Product/ Service Do?

AaNn Hijab’s is an instant hijab. It uses zip as a tool for replacing pins and
can be used as a breastfeeding cover for nursing mothers. It is able to help
the Muslim’s women to get a headscarf or hijab that is enable the wearer to
put it on in a minute, ready to go, without needing to assemble the hijab or
to fiddle around with pins. In addition, AaNn Hijab’s also comes with a
variety of colors that can fit the customer’s taste and needs. The simple
design is made so that the customers can dress it in accordance to the
comfort of each.

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 Nurul Hamimah Bt Jamaludin
P97368 Sarjana Keusahawanan & Inovasi

C. How Is It Different Or Better Than Other Product?

Unlike the hijab on the outside market, my product uses zip as a replacement
for pins and able to help customers especially those who often lose small
pins or having skin allergies. AaNn Hijab’s also different than other product
because it helps breastfeeding mothers to get ready to breastfeed their
children anytime and anywhere in the state of the aurat are still protected.

AaNn Hijab’s uses the best quality of materials to ensure the customers’
satisfaction. The material used is ironless, where women can just pick it from
the wardrobe whenever they want to use.

It also attached with the ‘care instruction label’ to prevent AaNn Hijab’s from
being damaged after washing. It stated that AaNn Hijab’s care instructions
are ‘hand wash recommended, wash separately, do not bleach and gentle
detergent’. In terms of packaging, AaNn Hijab’s will come with attractive yet
simple packaging design which may looks like a high class and branded item
that can be as a gift for a loved one.

These are the examples of the ‘Care Instruction Label’ that will be attached
with my AaNn Hijab’s.

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 Nurul Hamimah Bt Jamaludin
P97368 Sarjana Keusahawanan & Inovasi

These are the examples of the packaging. AaNn Hijab’s will be using a
simple yet elegance packaging that can attract the customers. Not only that,
it is also suitable for those who wish to give AaNn Hijab’s as a gift for their
loved ones.

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 Nurul Hamimah Bt Jamaludin
P97368 Sarjana Keusahawanan & Inovasi

4.0 MARKET SEGMENTATION

a) Who Will Buy The Product/ Service?

Market segmentation is an essential part of any business. By doing market

segmentation, I can focus more on the effective strategies for the particular
market with my products that match customers unique needs. After doing some
research, I choose three (3) major variables of market segmentation which are:

i. Geographic Segmentation

The geographic location of customers does help the company in planning

marketing offer. The flagship store of AaNn Hijab’s located in 7-49 Jalan
Medan Pusat Bandar 8A, Bangi Sentral, Bangi. There are complete
facilities provided in that area which are needed by my boutique such as
public transport that everyone is assessable and easily to get to boutique.
Moreover, the location of my boutique also close to the fabric suppliers and
tailors who can help if the demand of the tudung increases and the store has
run out of stocks.

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 Nurul Hamimah Bt Jamaludin
P97368 Sarjana Keusahawanan & Inovasi

ii. Demographic Segmentation

AaNn Hijab's is targeting woman aged between 18 and 60 years old. I

believe that nowadays, not even the young generation are very up to date
on the world fashion, “Gen X and Baby Boomers” also are seeking to look
pretty and young at their ages. Besides that, AaNn Hijab's also focus more
on career woman because we know that all career women are willing to
spend money for great look and appearance.

In addition, AaNn Hijab's is also targeting women who are breastfeeding

their babies because this innovative hijab is able to help mothers who want
to breastfeed their children in the open area with the lid function as a nursing
cloth.

iii. Psychographic Segmentation

Despite being simple, AaNn Hijab's is able to steal customers' attention with
attractive designs, patterns and fabrics. The marketable AaNn Hijab's has
a wide range of different color choices and sizes according to customer
tastes.

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 Nurul Hamimah Bt Jamaludin
P97368 Sarjana Keusahawanan & Inovasi

5.0 TARGET MARKET

a. Why Will They Buy The Product/Service?

1. Career Woman
Career woman have their own income and are willing to
spend money for great look and appearance. They will
need a variety of hijab’s designs that match their apparel
every day. All are aware that women and beauty are
inseparable. With the advent of AaNn Hijab's, it can help
career women to look attractive at work.

2. Breastfeeding Mother
The problems that faced breastfeeding mothers are
forgetting to bring the nursing cloth during breastfeeding or
breast pump. Therefore, AaNn Hijab's also can be used as
a nursing cloth during breastfeeding. Other than that, AaNn
Hijab's also helps mothers to look more attractive with the
simple design of AaNn Hijab's.

3. Students
Although AaNn Hijab's has functions for
breastfeeding mothers, it is also suitable for
students to dress it due to its innovative design.
The zip used to replace pins are able to help
students who often lose small pins. In addition,
for those with skin allergies, it can help reduce the allergies by using zip instead
of pins. AaNn Hijab's also gives an affordable price for students to purchase.

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 Nurul Hamimah Bt Jamaludin
P97368 Sarjana Keusahawanan & Inovasi

6.0 MARKETING
a. How will the product/ service be promoted and sold/offered?
Planning an effective marketing strategy will help me to determine the best way
to promote my product. It allows me to provide a clear idea of marketing strategy
and which strategy needs adjustment to match my company goals.

1) Social Media
The use of social media in business is very important. Weinberg (2009)
stated that in order to involve into a larger community, social media is a good
platform that empowers individuals to promote websites, products or
services through online social channels. Gordhamer (2009) also stated that
social media marketing is related to marketing where the company is
‘making connection’ with the customers. AaNn Hijab's will fully utilise the
social media platform such as Facebook, Instagram, Blog and Twitter for
promotions.

2) Review or Feedback by Customers

Customers’ feedback is valuable information which will assist me to build
levels of quality for my product as well as my service. Complaints are also
valuable for improvement. Hence, I will encourage customers to provide
review or feedback for me.

3) Print and Graphic Arts Media

Traditional methods still can capture customers’ attention. In order to stay
connected with customers, I will use business cards, brochures, posters
and attractive packaging to communicate with customers. These are cost
effective ways to provide a message or detailed information about AaNn
Hijab's.

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 Nurul Hamimah Bt Jamaludin
P97368 Sarjana Keusahawanan & Inovasi

4) Additional Promotional Ideas

In order to create a positive opinion of AaNn Hijab's and improve its
reputation, I will insert a ‘Thank You’ card in the packaging bag for my
customers. Other than that, I was thinking to participate in community
activities or any networking events where I can interact and communicate
with potential customers. I am also decided to sponsor my instant hijab for
acctress who interested to use AaNn Hijab's for their work. By the end of
the year, I plan to design calendars and give to my customers as an effective
ways of promoting my products.

5) Run a Social Contest

I will run a social contest among audiences/ customers. These kind of
promotions are powerful because they involve customers. Many people love
to get free gifts. By participating in the activities, customers have the
opportunity to win mysterious gifts from me. In addition, I can also increase
the number of followers on the media social and also provide the opportunity
to generate sales. Customers who join the contest will describe the value of
AaNn Hijab's in their own words on their own social channels which gives
remarkable benefits such as increase the amount of customer engagement,
expanding brand awareness and improve sales. I will execute the social
contest via Facebook and Instagram platform.

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 Nurul Hamimah Bt Jamaludin
P97368 Sarjana Keusahawanan & Inovasi

7.0 COMPETITION
a. Who Are My Competitors?
Competition is good for any business. However, it depends on how you
perceived competitors for your business. On the other hand, competitor helps
me to focus on providing the best service to customers. Furthermore, I can use
the competitors as a benchmark for my performance and achievement in
providing the best product which will lead me to be more creative and innovative.

These are the list of my competitors who have a similar design :

1. Bokkita Hijab
2. Fareeda
3. Sugarscaft
4. Marshmallowscarf
5. Jelitasara
6. Radiusite
7. Naelofarhijab
8. Tudungruffle

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 Nurul Hamimah Bt Jamaludin
P97368 Sarjana Keusahawanan & Inovasi

8.0 REFERENCES

 Mohd Syah Zali Ramle, (2013) Fesyen Pemakaian Tudung Dikalangan

Remaja : Satu Kajian Di Jitra - FASS Final Project (BIS). Fakulti Sains Sosial
Gunaan, Open University Malaysia. (Unpublished)

 Norhafzan Jaafar dan Syalikha. (2015, September 5). Wanita dalam sektor
pekerjaan 54.3 peratus. Berita Harian Online. Retrieved from
https://www.bharian.com.my/wanita/keluarga/2017/09/321572/wanita-dalam-
sektor-pekerjaan-543-peratus

 Arkib. (2012, August 21). Sumbangan wanita, kuasa beli dan cukai
barangan. Utusan Online. Retrieved from
http://ww1.utusan.com.my/utusan/Ekonomi/20120821/ek_02/Sumbangan-
wanita-kuasa-beli-dan-cukai-barangan

 Weinberg, T (2009). The New Community Rules: Marketing on the Social Web.
1stEdition .O‟Reilly: California.

 Gordhamer, S. (2009). 4 Ways Social Media Is Changing Business. retrieved

fromhttps://mashable.com/2009/09/22/social-media- usiness/#cP7q_4SbuiqX

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