BMC Business Model Canvas

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BMC BUSINESS MODEL CANVAS
Fundamentals of Entrepreneurship (Universiti Teknologi MARA)
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ENTREPRENEURSHIP
ENT 300
INDIVIDUAL REPORT
BUSINESS MODEL CANVAS (BMC)
BUSINESS IDEA:
MULTIFUNCTION RETRACTABLE TABLE
NAME: SITI NUR SARAH BINTI AZNAM
ID NUMBER: 2018274164
CLASS: BA111/5G
LECTURER: MADAM NUR AZREEN FARIHAH BINTI AHMAD
DATE OF SUBMISSION: 30 NOVEMBER 2020

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FACULTY OF BUSINESS AND

MANAGEMENT
ASSIGNMENT/ PROJECT DECLARATION
Student’s Name : SITI NUR SARAH BINTI AZNAM
Student’s ID : 2018274164 Student’s I/C No. : 000506-03-0814
Program Code : BA111 Part : 5 Course Code : ENT 300
Course :
Name FUNDAMENTALS OF ENTREPRENEURSHIP
Assignment/ Due Submission

Project No. : 2 Date : 30/11/2020 Date : 30/11/2020
Assignment/ :
Project Title BUSINESS MODEL CANVAS : MULTIFUNCTION RETRACTABLE TABLE
Lecturer’s Name : MADAM NUR AZREEN FARIHAH BINTI AHMAD
I hereby declare that the work in this assignment/ project was carried out in accordance with
the regulations of Universiti Teknologi MARA. It is original and is the results of my own work,
unless otherwise indicated or acknowledged as referenced work. This assignment/ project
has not been submitted to any other academic institution or non-academic institution for any
degree or qualification.
I acknowledge that I have been supplied with the Academic Rules and Regulations for
Universiti Teknologi MARA’s Diploma/ Bachelor Degree/ Master’s Degree students,
regulating the conduct of my study and exams.
I hereby declare that this assignment/ project is written by me and:

i. is a result of my own work;
ii. has not been used for another assessment at another department/ university/ university
college in Malaysia or another country;
iii. does not refer to/quote works of others or own previous writings without stating it both
in the text and in the reference list;
iv. mentions explicitly all sources of information in the reference list; and
v. will go through similarity check (Turnitin).
I am aware that disciplinary action (which may include the deduction of marks in the
assignment/ project) will be taken against me if I am found to be an offender.

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30/11/2020
Date Student’s Signature

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TABLE OF CONTENT
CONTENT PAGE
1. Executive Summary 3
2. Introduction 4
3. Customer 5
4. Value Proposition 6-8
5. Channel 9
6. Customer Relationship 10
7. Revenue Streams 11
8. Key Activities 12
9. Key Resources 13
10. Key Partners 14
11. Costs Structure 15
12. The Business Model Canvas Table 16 – 17
13. Conclusion 18
14. Appendices 19 - 20

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1. Executive Summary
GAGU.Co manufacture furniture for a simple and easy life for the customers.
Launched in 2015, most of the target market who use GAGU.Co products are from
housewives, worker and also students. Most of their revenue comes from a
membership fees and also having a great number of customize design for the product
customer asked.
GAGU.Co in partnership of three people and fully using their R&D department to
deliver uniqueness, fresh, simple and easy items to fulfil customers wants and needs.
The biggest costs are the production cost and from buying material like USB port
power extension and also LED lamp since it is hard to find them most at the
electrical appliance store.
The product’s value proposition shows GAGU.Co give commitment in giving their
best services to make life simple and easy. In order to make the company stand firm,
they should focus more on getting more member to join the membership as they also
get a lot of benefits.

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2. Introduction
GAGU.Co is a company that focused in making furniture and also making people’s
life easy with our product. Established since 2015, the company was conducted by
three people. Starting with a plant shelf that being recognized after being featured
through a famous morning show Malaysia Hari Ini. GAGU.Co also provide various
types of furniture line like GAGU Beds, GAGU Chairs and other types of furniture.
From the line GAGU Table, our new improve and focused is the multifunction
retractable table. This new improved multifunction retractable table is the
combination of comfort, future and all in one item. The multifunction retractable
table also be known as GAGU Table as they were under the same line.
The GAGU Table is an ideal problem solving for mostly student who had to
attended online class and ended up having backache, shoulder and neck pain. With
the GAGU Table, having problem of uncomfortable place to study should be easy
now.
The new fresh combination of a table with a USB port power extension which can
be replaced with new one if it broken, a cup holder, led lamp that also can be replace
with new one and also a retractable extra space to write.

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3. Customer
The GAGU Table is made for who want to put everything on one table and can be
put anywhere. The purpose of the new product is for them who seek a simple and
easy life. The new product’s target market is mostly students and work from home
worker.
When conducting a survey, mostly students would choose this type of table to make
their study time simple and easy. So, to be stated here, the most important customer
to GAGU.Co is students.
With the new GAGU Table product, we can see most of our customer segment is
focused on base market. The reason to use this type of customer segments is because
we aim to satisfy customer’s needs and problems. It doesn’t matter on how old were
the customer, what gender they are, where they lived and how is their purchasing
habit is. The most important thing here is they can satisfy their problems with the
new multifunction retractable table.

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4. Value Proposition
The uniqueness of our product is that we gathered our customer needs to the new
product. The multifunction retractable table is one item been upgraded with more
items to make them more functional.
During this pandemic, everything is done online. The working habit of people were
decreasing because of the uncomfortable space they use. On social media such as
Twitter, people are tweeting about how uncomfortable they are to have sit straight at
the table and some of them had to use dining table because of some factor.
Some factor was for student, they mostly fell asleep during classes in their rooms
they had to use the dining room as a prevention to fall asleep. Some of them don’t
even have their own bedroom and had to share with their sibling. This situation
makes them to find a suitable yet uncomfortable place to continue studying. This
situation also applies to the work from home worker. To work for a very long hour
on the study table will affected their backbone. They will be resulted to pain on the
shoulder and waist.
With the GAGU Table, we provide and priority our customer satisfaction and the
comfort they look for. GAGU Table combine of plywood, metal, silicone rubber,
hardware and electrical appliance.

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Diagram 4.1 shows the sketch of finished GAGU Table.
From this point of view, the fully produced product is finished. The LED lamp on
the right corner, customer get to decide whether to put I tor let the corner free which
means the clamp under the lamp gives it to move around putting on the suitable lace.
The rectangle burrow is a place where the replaceable USB port power extension
will be put. On the below and side view, it can be seen that to put the extension
power is just to slide it under. This gives the customer freedom to use it anywhere.
The cup holder gives a space where customer can put their cup without worrying it
will spill on the laptop or books. The depth of the cup holder burrow been measured
to make sure it will make the cup stand still stability.
The metal use for its support to stand is strong and light. By adding the anti-slip
rubber down there make the stability hold stronger.

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There also extra part of space for writing is also a benefit for the people who use it.
They can use the part when they had to use a laptop and the extra space could
support for place for taking notes.
The plywood used for the table is strong to accommodate the weight put on it.

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5. Channel
GAGU.Co is mainly operating with offline store. There were several branch stores
located around Malaysia and our headquarters are at Kuala Lumpur. In making sure
that our customer gets news and information about our product, we also operate
using online channel. Customers can find us on our website www.gagu.com. We also
had our own official social account such as Twitter (@GaGu.Co), Instagram
(@GAGU.Co) and also Facebook (GAGU.Co). Besides using these social
platforms, we also use another platform to promote our product which is using
Shopee and Lazada.
The most effective channel is more to online. Since the pandemic started, online
shopping is number one trending activity most people do because they are stuck at
home. As to follow the new trends, GAGU.Co should be doing the business as it is
easier for the people choose for various types of furniture they want.
In addition, GAGU.Co could also make a YouTube channel as to gain more

subscriber. We could make a decorating a space in the house using the GAGU.Co
brand line. Decorating home and attend online meeting and class is their new daily
routine. This shows that using online channel will helps the company’s growth.

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6. Customer Relationship
In making a good relationship with the customer, the key is giving a discount.
Before the customer get a discount, they have to apply for a membership. The
membership which gives a lot of benefits which from being given free test drive
every new product that going to be launched. A certain period will be given. Next for
the benefits is that they get 20% off for the customize product which is lot more
cheaply than not having a membership.
For a non-member, they will be given a discount of 40% off prices for a second time
buyer. As to make sure that our customer stays with our product, there are also
provided loyalty programme which every 4 month there will be a giveaway which
consists product from our GAGU.Co line.
Sending an email to make them being updated with our new hot item is like a love
letter for the customer. As they get to be reminded, they will have the interest to buy
some items from out GAGU.Co products line.

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7. Revenue Streams
To gain the trust of the customer to the product is a hard job. But after the needs is
being fulfilled, they will come to realize the benefits and good value of money of the
product. This will not happen if the sales management didn’t do a great job to
promote the product.
There are many ways for the customer top pay the product. As for online shopping,
they could use online banking and transfer to our company account using Maybank.
The customer also needs to pay for the postage fees which is cheap because we use
our own courier van. After making a payment, they could send the receipt as the
proof of the purchased item.
Besides, if the customer come to the store, they can find that the price is a less than
online price as they have to use courier while at the store you could just bring it
home with you. Both method of making payment gives a great contribution to the
revenue stream.
Next, apart from getting revenue from online and offline store, we also get pays
from the customer customize product which is slightly pricey than our own design.
It is because of the material that the customer wants and the consultation fees to
create the design they want.
Creating an official YouTube for the company also can gives little revenue as they
keep updating with new idea and design. The youths nowadays are more likely to
take part in decorating their own bedroom as their YouTube content. To follow the
pattern, GAGU.Co’s production and marketing department should make a content
where using the GAGU.Co product’s line to decorate any part of the house. The
YouTube subscriber will give the company a little revenue but still they will
continue to provide it.

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8. Key Activities
In producing our product, Research & Development department had try numerous
try and error of the product. Before releasing the actual goods, R&D department will
conduct a customer survey to see the graph off people accepting the display product.
With this data, the real product will be produced based on the survey.
GAGU Table at first step requires more labour as they started from raw material and
have to measure and cut the raw material such as plywood, metal, silicone rubbing
tubing and also rubber to its shape. The next important part is combining the
compartment and secure the part so the product did not fall apart. This step also
includes in painting and also coating any part that need to customize or secured. The
last step which is to run a test on finished product to see any problems occur and the
product will be displayed or put into storage for sales. We also give a period where a
selected membership customer to test drive the display product and give feedback.
GAGU.Co were using direct channel as the consumer can purchase products from
our company. This method surely gives benefits to customer as they get to purchase
in lower prices from manufacture. Besides, we also use indirect channel as to back
up our revenues which could give us more sales.
With indirect channel, customer can buy the product from a wholesaler such as Seng
Heng. It may cost more as there are many intermediaries involved.

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9. Key Resources
In getting the material to make the product, GAGU.Co get all the supply for the
product with some of supplier. For the new product, the multifunction retractable
table required material like plywood, metal, silicone rubbing tubing, rubber,
hardware and electrical appliance supplier.
As the plywood is cheaper and more durable than wood which cost a lot. Plywood
also less weight and lot of manufacturer use this type of wood to make furniture.
EEPO Industrial Sdn Bhd has been selected to be our supplier for plywood, metal
silicone rubbing tubing and also rubber as they are a big international company.
For the hardware and electrical supplier, it is easy to find since hardware store is
everywhere to be find. Since some electrical appliance store didn’t have the USB
port power extension and led lamp, we mostly bought it from another platform like
Shopee and Lazada.
Having a brand means, having a copyright to protect our inventor’s intellectual. That
is why GAGU.Co is stamped in every product line we produced. This stamp is been
carve to the product in certain part. This not also protect our intellectual’s design, it
also gives our product a brand patents which could be easily remember by people.

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10. Key Partners
GAGU.Co has been operated for almost 5 years and founded by 3 people. In 2015,
founder Sarah Aznam and co-founder Fatin Hazwani and Syarafina Ramli, began
with a small business of making plant shelf. Upon getting recognized by people,
their sales began to increase after being featured in famous morning show, Malaysia
Hari Ini.
They manage the company by dividing each person to handled different job. As for
the founder, Sarah Aznam also being in charge of the accounting, finance and sales.
The co-founder, Fatin Hazwani is being responsible with the production and also
R&D. The managing director and also as spokesperson for the company, Syarafina
Ramli is in charge of marketing.
As the company had grown upon the years, they had employed new workers and
make the job easier. The objectives of GAGU.Co is to make sure everyone get to
live a simple and easy life. Besides from giving the life people want, they also want
to create a job opportunity to the fresh graduate as they have strong competitive
among them.
The EEPO Industrial Sdn Bhd has been selected as the supplier for the material used
to make the GAGU Table. The company has bought the resources like plywood,
metal, silicone rubbing tubing and also rubber. Apart from that, the partner also
provides some resources to help improving the product.
The managing director, Syarafina Ramli had provide help in naming the brand as she
is in charge of the marketing department. In designing the product, Fatin Hazwani is
responsible as she is involved in the R&D. As for Sarah Aznam, she would be
getting copyright for the brand and also collecting the data for the book record of the
revenue and sales.

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11. Cost Structure
In creating a new product, all expenses and capital should be recorder. First of all,
the costs of the product should be reasonable as the target market are mostly
students. The expenses in producing of the product will be calculate as per how
many products can be produced according to data. For the first batch, we have to
produce in decent quantity as to make sure the loss is minimized.
Apart from that, the cost for marketing should be included into the cost structure. As
the world are getting technological, marketing has been upgraded to a new level
which required a lot more effort to reach customer.
The cost will involve of purchasing material from the EEPO Industrial Sdn Bhd,
hardware store and electrical appliances store. Apart from that, vehicle is also
including as they are used in making of the product.
The most important cost to be conclude is the production cost as they will keep on
making errors and will be upgraded. The most expensive resources were the
electrical appliance supply which we use all types of shopping channel to be our
supplier.
In making GAGU Table a success, the R&D activities had taken a lot of expenses as
they have been trying and error to make the GAGU Table.
This product has shown that it was cost driven as it take a low price in value
proposition and an extensive outsourcing. But yet, they also focused on the value
creations as they want to give a simple and easy life to others.

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12. The Business Model Canvas Table
Designed for: Designed by: Da Version:
Business SITI NUR SARAH

4/11/202
AZNAM
Model Canvas
Key Key Value Customer Customer
Partners Activities Propositions Relationships Segments
R&D The uniqueness 40% off price Our target

Three department of our product is discount for the market is
people for responsible that we compile second time buyer. students and
the o making the needs of our Benefits for also worker that
partnershi target market membership holder:
design and apply works
when they need it - Get to test
p try and from home. This
on their study drive a new
business. error the table such as led product apply since the
GAGU.Co product. lamp, plug with before get to situation like
gives Making USB port power release to covid-19 is
customer survey to extension, cup public unstable and the
simple collect data holder and an - 20% off for need for this
and easy from extended extra customize kind of table will
life as selective table for a space design be highly on
their customer to write This is a product demand.
objectives. complete set for Loyalty programme
segment.
our target market every 4 months to
Founder – Making that’s need all of win a give away from
Sarah sure the this in one table the GAGU.Co
Aznam steps of set. product line.
Co- product
founder – produce is
Fatin safe and in
Hazwani good
Managing condition.
Director – Give
Syarafina membershi
Ramli. p customer
to test drive
product and
give
feedback.
Key Channels
Resources

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EEPO To make sure our

Industrial customer stay
Sdn Bhd informed about our
- plywood new release product,
we will send email to
- silicone
keep they updated.
rubbing Also, we also put on
tubing our web such as
- rubber Instagram,
Hardware Facebook, Twitter
store and our own
Electrical homepage. We will
Appliance keep update our new
Store arrivals at another
-LED lamp platform to buy our
-USB port products like Shopee
power and Lazada.
extension Create a YouTube
account as another
platform on
promoting product.
Give a content where
decorating space at
home using
GAGU.Co’s product
line.
Cost Structure Revenue Streams
- EEPO Industrial Sdn Bhd - Postage charge

supply - YouTube subscription
-Vehicle costs - Customer customize design price
- R&D activities - Membership fees
- Marketing
- Production cost
- Electrical Appliance supply
- Hardware supply
Designed by: The Business Model Foundry (www.businessmodelgeneration.com/canvas). Word implementation by:
Neos Chronos Limited (https://neoschronos.com). License: CC BY-SA 3.0

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13. Conclusion
GAGU.Co saw an opportunity to market the product to people. In continuously

innovate more products that could go along with the objectives and their motto
which is “simple and easy life with GAGU”. In adapting the ever-changing
environment, GAGU.Co is set to always follow the trend of what people would
invest in.
The turnout of the new product might get risky but still GAGU.Co aims to improve
more to make sure the product is accepted by people. Apart from that, the other
GAGU line is well accepted by the community as they meet the taste of what people
want.
The Business Model Canvas can be a great tool in planning the progress. It is a
great way to communicate and express our business.

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14. Appendices
Diagram 14.1 shows problem faced by most people.
Diagram 14.1 shows the same situation where students have to use a dining table as
a place for them to study. Being at the dining table for a long time could make them
suffered back pain, neck pain and also shoulder pain.

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Diagram 14.2 shows the top view of the sketched product.
Diagram 14.3 shows the below view of the sketched product.

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MULTIFUNCTION
RETRACTABLE TABLE
by SITI NUR SARAH AZNAM
Submission date: 30-Nov-2020 09:05AM (UTC+0800)

Submission ID: 1459604079
File name: turnit_in_assignment_2.docx (55.48K)
Word count: 3006
Character count: 14381

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MULTIFUNCTION RETRACTABLE TABLE

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BMC BUSINESS MODEL CANVAS

Fundamentals of Entrepreneurship (Universiti Teknologi MARA)

StuDocu is not sponsored or endorsed by any college or university

BUSINESS MODEL CANVAS (BMC)

MULTIFUNCTION RETRACTABLE TABLE

NAME: SITI NUR SARAH BINTI AZNAM

LECTURER: MADAM NUR AZREEN FARIHAH BINTI AHMAD

DATE OF SUBMISSION: 30 NOVEMBER 2020

Downloaded by AJ Castillo (ajcastillo888@gmail.com)

FACULTY OF BUSINESS AND

Student’s Name : SITI NUR SARAH BINTI AZNAM

Student’s ID : 2018274164 Student’s I/C No. : 000506-03-0814

Program Code : BA111 Part : 5 Course Code : ENT 300

Assignment/ Due Submission

Lecturer’s Name : MADAM NUR AZREEN FARIHAH BINTI AHMAD

I hereby declare that this assignment/ project is written by me and:

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Date Student’s Signature

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4. Value Proposition 6-8

10. Key Partners 14

11. Costs Structure 15

12. The Business Model Canvas Table 16 – 17

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Diagram 4.1 shows the sketch of finished GAGU Table.

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In addition, GAGU.Co could also make a YouTube channel as to gain more

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10. Key Partners

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11. Cost Structure

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12. The Business Model Canvas Table

Designed for: Designed by: Da Version:

Business SITI NUR SARAH

R&D The uniqueness 40% off price Our target

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EEPO To make sure our

Cost Structure Revenue Streams

- EEPO Industrial Sdn Bhd - Postage charge

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GAGU.Co saw an opportunity to market the product to people. In continuously

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Diagram 14.1 shows problem faced by most people.

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Diagram 14.2 shows the top view of the sketched product.

Diagram 14.3 shows the below view of the sketched product.

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Submission date: 30-Nov-2020 09:05AM (UTC+0800)

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Downloaded by AJ Castillo (ajcastillo888@gmail.com)

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