FOOD INSTITUTE OF MALAYSIA

TITLE :

BUSINESS PLAN : DIPAF MATCHA CAFE

COURSE NAME AND CODE :

INTRODUCTION TO BUSINESS AND ENTREPRENEURSHIP (BE260)

PREPARE BY :

DAHLIA NATASYA BINTI MUHAMAD AZLAN (250110720)

WAN MUHAMMAD IQBAL BIN AFRIZAL (250230720)

AFIQAH NATASYA BINTI MOHD ROSLY (250260720)

PUTERI NURLIYANA BINTI MOHD HUSSNI (250030920)

NUR ARYSSA BINTI AHMAD AMRY (220480950)

LECTURER’S NAME :

SIR MUHAMMAD AZIM BIN ZAINAL ALAM

 DIPAF MATCHA CAFE

BUSINESS PLAN
March 28, 2022

DAHLIA NATASYA BINTI MUHAMAD AZLAN

WAN MUHAMMAD IQBAL BIN AFRIZAL

AFIQAH NATASYA BINTI MOHD ROSLY

PUTERI NURLIYANA BINTI MOHD HUSSNI

NUR ARYSSA BINTI AHMAD AMRY

Dipaf Matcha Cafe

181, Jalan Tun H S Lee, City Centre,

50000 Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur

 TABLE OF CONTENTS
1. EXECUTIVE SUMMARY 1
2. BUSINESS DESCRIPTION 2
Overview 2
Targeted Market and Customers 2
Growth Trends 2
Pricing Power 2
3. DESCRIPTIONS OF PRODUCTS/SERVICES 3
4. MARKET ANALYSIS 4-7
Market Research 4-5
Product 5-6
Competition 6-7
5. MARKETING STRATEGY 8-10
Customers 9-10
6. OPERATIONAL PLAN 11-16
Production 11-13
Location 14
Personnel 14-15
Suppliers 16
7. COMPANY STRUCTURE 17-18
Management Team 17-18
8. FUNDING REQUEST 19
9. FINANCIAL PLAN 20-21
Income Statement 20
Balance Sheet 21
10. APPENDIX 22
EXECUTIVE SUMMARY
Executive Summary We had decided to open our own business which is a cafe
called Dipaf Matcha Cafe. The reason why we wanted to start this business is we can
follow our passion. Most of entrepreneurs start making their own business to make
their dreams come true and fulfill their passion. We can not fulfill our dreams if we work
under someones company or business. By making our own cafe, we can create,
design, or shape anything because we are in charge of making this business. Other
than that is everyday will be our motivation. Following our dreams, making them a
success is a wish come true. The business depends on us so we will make our days
productive and motivating. Customers satisfaction and positive comments will keep the
fire burning in our belly that will make us proud and want to do more. Dipaf Matcha
cafe will be focusing on matcha flavour. All of our products such as desserts and drinks
will be base on matcha. This is what special and unique our cafe will be. Our target
customer will be teenagers and early adult because at this age, people likes to discover
and try new things in life. Matcha was not a famous flavour back then but now people
are going crazy about it. The business will be held by 5 people Dahlia, Aryssa, Afiqah,
Iqbal and Puteri since we are doing a partnership business. In the future , we want our
cafe to be known in Kuala Lumpur. To achieve this big dream, we must not afraid to
take our risks in this business. We also want Dipaf Matcha Cafe to be famous and soon
be known in entire Malaysia. The first step we can do is to seek for fund. We can loan
some money fromthe bank to perform a marketing plan for the cafe. By doing this , it
can raise our profit sales as people started to come by at our place and as soon as we
get the enough amount of money , we can pay back the loan money to the bank. In
away of keeping this business running consistently, we can add some new product
every 2 weeks or month so that our customer have others option when choosing from
the menu. This will avoid customer from getting bored at thesame menu.
BUSINESS DESCRIPTION
Overview
DIPAF Matcha Cafe is our business café’s name. Our café is 100% in food and
beverage service business. We are well-planned to make most of our products from
matcha. From foods to beverages, like matcha latte, matcha smoothie vanilla matcha
ice-cream, matcha cheesecake, matcha soft cookies, matcha blondie, matcha choux
au craquelin and matcha macaron. Our main focus on this business is more to
beverages, patisseries and bakery products.

Targeted Market & Customers

Our targeted market and customers are people who attend to Pasar Seni. Most of them
visit Pasar Seni because of the arts and cafés around it. Besides, majority of visitors
that went to Pasar Seni are vicenarian which is a person between 20 to 29 years old.
The reason why we make matcha as our main product is because of trends and most
of vicenarian nowadays love matcha. We also want to make people who likes desserts
and bakery as our targeted customer. Other than that, basically people came to café
to relax and enjoy their dish with chill environment and take some picture for their own
purpose. Apart from that, tourists also can be our targeted market and customers
because more than 50% of our tourist came to Malaysia to enjoy foods and shopping.

Growth Trends
In this decade, there are many ways that we can use to make our products known by
all people around us such as social media, reviewing products, create flyers and
thousands more. We can make our products growth easily because we know that
matcha is a trendy food nowadays. So, our targeted market will be excited to try our
products and enjoy our café’s environment.

Pricing Power
Pricing is the most important things and must be well taken care by all of our staff. We
will try to sell our products at reasonable prices and suitable for all kind of ages to buy.
At the same time, we create this business to gain profit to make our café better in terms
of food and beverage, environment, employee’s quality and to hire skillful chef.
DESCRIPTION OF PRODUCTS
Our cafe offers a variety of matcha-based food and beverages. Among the items
available at our café are:
Matcha latte Matchablondie RM8 Matcha Matcha choux au
RM11 smoothie RM13 craquelin RM2

Matcha ice cream Matcha soft cookies Matcha Matccha

RM4 RM3 cheesecake macarons RM2
RM14

Our business was established in the food and beverage industry. One of the
many reasons why customers should buy our product is because it is affordable and
even we offers one flavors but it still can have a variety of options. That’s the
uniqueness in our café. People like and love the flavour of our products mostly matcha
lover, it is because the such as the sweetness of the product, and many of our items
are made entirely by ourselves. From the wheat to the gravy, we use premium and
high-quality ingredients in all of our products. All of the components in our filling are
made from scratch. Our products are well-known among people of all ages, from the
young to the elderly. As a result, we will lessen the amount of sugar in order for the
elderly to enjoy it as well.
Eventhough we have a competitors, special thing that can beat our competitors
is that we make an offer every Monday. Our offer is that we will give 10% on happy
hour 12pm-5pm. We called it as MatchaMonday10. This attract more customers to
come and buy anything at our café.
MARKET ANALYSIS
The food and beverage business is expanding and changing at the moment.
This industry undergoes change as a result of a number of causes. Growth, rise,
population growth, and changes in consumer habits are among these reasons. For our
café competitors, there is a café in Kuala Lumpur's central market.

Market Research
Malaysia's food and beverage sector is now broad and expanding. The food
and beverage business is also large, diverse, and knowledgeable. The business is also
always looking for new methods to create the food that people want at the lowest
possible cost. This business, too, encompasses all enterprises involved in the
transformation of raw agricultural goods into consumer food items. Food production,
packaging, and distribution are all part of the industry's supply chain.
The Café is located in Kuala Lumpur's Central Market. KL has a population of
8,420,000 people. All age categories are included, including the elderly, adults, teens,
and children. Teens and young adults account for 20% of the 8,420,000. Both of these
categories are our target customers since they are huge and current trends indicate
that they are. 10% of our target customers have expressed a desire for something
different and a menu that does not include matcha. Although there are many new
menus in the business of food and beverage, there will be some menus that are
popular with the public; what I perceive as the need of people currently in this industry
is coffee. So, if a new trader wants to start a small-scale coffee business or vice versa,
he or she will most likely be glad to expand in the present because it has become the
attraction of today's people. Boba, as previously, became a market trend, but if he
builds a boba store, the potential for growth is relatively limited because boba is no
longer an attraction. Because matcha has become a crowd favourite, our store has the
potential to grow. So we took advantage of this opportunity to profit since we feel the
business we are starting may go a long way because matcha has become popular
among today's consumers.
There are certain obstacles for us to overcome in order to establish this café
company, including a lack of funds to develop the business and high maintenance
costs in the chosen site. As a result, the owner obtained a bank loan to fund the
construction of the firm as well as the on-site maintenance expenditures. Then there's
the use of imported matcha powder. For the quality of our product, we utilise imported
matcha powder. As a result, the matcha powder that we use to satisfy our consumers
has increased the cost of our capital for us to sustain our business. We use 2 methods
to solve the problem. The first is to discover alternative premium matcha powder that
is less expensive but appears to be of equal quality. Both boost the price of the menus
somewhat to cover the costs, but we recognise that the price of the menu cannot be
increased arbitrarily since we have many rivals outside, so the price we set must be
worth it for our customers' happiness. Finally, a marketing approach that does not
benefit the company; we are seeking advertising on the same platform here but are
unaware that we are spending too much money on such advertising. Because it is not
guaranteed that the diffusion of advertisements will result in the development of our
shop. So we decided to start a new marketing plan, which is to discover the ideal
platform that will help our business develop. It will be expensive, but we feel it will be
worthwhile since we believe investing in a trustworthy platform will improve revenues
in our store.
Despite the fact that the impacts of covid 19 can now have a serious influence on
business, the pandemic will persist, despite the government's claim that Malaysia is in
a dynamic period. Malaysians are forced to live with the Covid 19 virus.
Product
The special thing on our product is that we sell everything that is matcha and
we use matcha imported from Japan at the café since matcha quality is high in Japan.
What we expect is that customers will get the real taste of premium matcha from our
cafe, as well as the best friendly service from our staff. We also want customer to have
a great ambiance in our café. Make them feel calm and have the best experience
buying and trying our products. This matcha also provides several advantages and
benefits for humans. One of the advantages that may be discovered in people is that
it is high in antioxidants and vitamins. Matcha powder contains a high concentration of
these antioxidants, which can help minimise cell damage and prevent chronic illness.
Matcha also has vitamins A, B, C, E, and K. It can then help to strengthen your bones.
Take steps to strengthen your bones, but it's also important for your fitness and
mobility, especially as you age. Polyphenols, the rich antioxidant molecules found in
green tea, can boost bone mineral density (how solid your bones are) by lowering
oxidative stress, which promotes inflammation in the bones. Finally, it can dramatically
increase your productivity. People who drank matcha particularly noticed a modest
boost in attention and processing speed an hour later, according to a 2017 research
published in Food Research International, probably owing to a distinct mix of L-
theanine, a potentially enhancing polyphenol. The major source of energy is
epigallocatechin gallate (EGCG) and caffeine.

Competition
Below are some of our café competitors:
Café Strength
Niko Neko Matcha Cafe It has its own website, which is
properly maintained. They
offer a membership that may
be obtained by registering on
their website. Signing up for
such a membership has
various perks.
Product
The café sells food and
beverages based on Matcha
(Yuri), Houjicha (Tsubaki),
Genmaicha (Mokuren) and
Genmai (suisen).
 Yum Cha KL Cafe There is a wide range of drinks The café serves matcha-
offered. Aside from based pastries and desserts,
beverages, they also prepare but it also has a non-matcha
sweets. menu.

Starbucks coffee Have a strong brand in the
industry and build Starbucks
as the world's leading provider
of the greatest coffee, all while
adhering to our unchanging
ideals as we expand.
Starbuck coffee has many
coffee based drinks and non-
coffee based also has ready
prepared food

Starbucks is one of our café's main rivals since it is well-known across the world and
has a loyal following. Furthermore, Starbucks has a large number of franchisees in
Malaysia and throughout the world. For non-coffee drinkers, Starbucks offers a
selection of coffee-based and non-coffee-based menus. But we are sure that our
efforts will be rewarded.
MARKETING STRATEGY
PLACE
Our café is located at pasar seni. It is located at a very strategic area where
everyone can come and get our product without any obstacles. The signboard in front
of the cafe is enough for the customers to barge in into our shop.
The entire potential purchase expected from the target market is referred to as
market size. In Pasar Seni, we had determined our target market. People from KL or
Selangor usually travel to Pasar Seni by train. Because our position is near the train
station and people can easily see our café, we targeted those who live near the train
station. There are several industrial and office buildings, as well as educational
institutions, in the region. We hope that 25% of customers in each group will make a
purchase at our café.

PRODUCT
We classified our product as a food and beverage item. This is due to the fact that our
product is a matcha-based meal and beverage.
• Our product can meet the customer's requirements. Mostly matcha lover
• We use premium ingredients to ensure the highest possible product quality.
 High quality - delicious - made with premium ingredients
 fully hand-made which are made by our very own recipe.

PRICE
Pricing strategy is the most effective technique to reach the target market. For our price
strategy we use competitor based pricing which means we compare our price with
other similar business. This is because we want our price to be comparable with the
market price
Our cafe can set prices based on our products, costs, target markets, marketing
objectives, or intended profit, but there are various aspects to consider since we have
a significant impact on business pricing strategies. Economic conditions, government
regulation, social concerns, and consumer groups are among these factors.
• Determination of a price that is appropriate with the product's quality.
• Very affordable.

PROMOTION
Promotion strategies are important in order to inform our product to the customer. This
is to
make sure all the customers know about our DIPAF Matcha Café. To inform them that
we make a
product that has a premium ingredients and the pricing that offered are affordable.
As a newbie, the advertisement is an important rule. To make sure that our product to
be
well known in market, we have to plan a few systematic strategies that are:
1) Paid Review
We will invite people who is well-known/influencer on social media and let them
promote our café by taking pictures and tag us.
2) Flyer
Our flyers are distributed in the area of our target market. Pamphlets are economically
viable and long-lasting, easy to transport and sell at readings, and may be printed to
order, reducing storage costs.
3) Magazines and other printed media for advertising
4) Promotion of Sales
We offer short-term incentives or special offers to boost purchases or expedite the
decision-making process.
- A free delivery service is an example.
- Special offers

Customers
GEOGRAPHIC
We chose Pasar Seni as the location for our business based on a number
factors, including the infrastructure, transportation system, and environmental factors.
Furthermore, the location is advantageous because our office is right in the middle of
Kuala Lumpur. Because of its closeness to the railway, highway, and main road, our
location was easy to find. Furthermore, all of the places have become modern, with a
variety of amenities for the community. This offers our café an advantage in selling our
products in Pasar Seni.

DEMOGRAPHIC
Our primary target market is the adult population, including university and high
school students. These individuals frequently desire to try something new or have a
preference for matcha. Our items are not only for high-income people, but also for
persons in the middle class. It's because our products prices are suitable and
affordable to customers of various economic levels. As a result, we are attempting to
seize this chance.
A target market is a group of people who a firm wants to sell its products and
services to. The beauty of target marketing is that it simplifies and reduces the cost of
promoting, pricing, and distributing your goods. Because it is suitable for children to
consume and contains no preservatives, our firm aims to attract customers of all ages.
Our product will fulfil their desires, as there are customers who enjoy trying new matcha
desserts. Our company also divides its target market into segments based on the
following criteria:
Demographic segmentation :
- Age- 4 to 60 years.
- Gender- female and male.
Psychographic segmentation :
- Occupation-all kind of jobs.
Behavioural segmentation:
- Religion : all religion
- Personality- someone who love the taste. of unique and extraordinary dessert
OPERATIONAL PLAN
Production

For food products, we will produced it in the kitchen and for beverages products will
we produced at the front where we put the production for beverages near the cashier.
The business plan includes a section called the operation plan. This is the
process of organising resources to produce output through the transformation process.
There are three primary components to the operations process. There are three types
of business input: business input, transformation system, and output.
The operations manager is responsible for improving the working environment
and ensuring that effective procedures are implemented to ensure that the employment
runs at maximum productivity. To accomplish teamwork, energy, and creativity, the
manager should have strong leadership and outstanding problem-solving skills, as well
as effective communication skills. The major goal of the business is to sustain and
make every effort to obtain new consumers, as well as to provide them with high-quality
desserts and beverages.
The success of a business is determined on the efficiency with which it is
organised. It is critical to have operational plans in place to ensure that the objective
target is met as planned. DIPAF Matcha Cafe employs the following tactics to attain its
objectives:
- Conducts business fairly in order to receive Allah SWT's blessing.
- To maximise profit while lowering production costs.
- Ensure customer happiness with our desserts and beverages
- To ensure that the company runs well and that there are no shortages.

symbol explanation Description

Activites that modified,
transform, or give value to
OPERATION input

Activity that measure

standard of the in process
INSPECTION materials, finished
products or services.
The symbol is use when in
process materials is
DELAY restrained in a location
waiting for next activity
The symbol is used when
the in process materials or
STORAGE finished product are stored
in the storage area.
Process Flow Chart

Make order

Pay the bill

Waiting for the

products

Products ready
to be enjoyed

Clean up
Activity Chart

OPEN SHOP

BRIEFING

TRANSFER THE MATERIAL FROM

THE STORE TO PR0DUCTION AREA

MISE EN PLACE

SHOP OPENED

CUSTOMER COME

PROCESS

CUSTOMER HAS
THEIR PRODUCTS

CLOSED
 Location

Our cafe is located at pasar seni that is near with mrt pasar seni. Our location
is full of people walking and great for everyone that likes to cafe hopping since
pasar seni also got a lot of cafes that makes people come and our location is easily
to be seen.

The qualities that we will apply in our cafe is the customer Service. We will watch
how our employees handles customer and if our business has any requests or
complaints. Secondly is the cleanliness. Any place where you're eating and drinking
should be clean at all times. Third the atmosphere. We will make our cafe have a
great and calm ambience. Other than that, we truly focus on our quality of products.
We want our customers to come again. Our location also have the accessibility and
convenience for people to come since it is near the train station so people who get
out from the train area can easily come at our cafe. We will recruit an employees
that is very friendly so our customers dont have bad experience with our
employees.

Personnel
- 1 General Manager - 2 Baristas
- 1 Administration Manager - 2 Pastry Chef
- 1 Marketing Manager - 1 Cleaner
- 1 Production Manager - 2 Cashier/Waiter.
- 1 Financial Manager
: 2 people for each profession. They will work part time or week after week or 2
days after 2 days etc.

PERSONNED SKILLED :-

of Manager:
- Excellent customer service skills.
- Commercial awareness.
- Flexibility.
- Good interpersonal skills.
- Communication skills.
- Problem-solving skills.
 - Organisational skills.
- Teamwork skills.

Of Barista:
- Great communication skills.
- A happy, friendly personality.
- Customer service skills and knowledge.
- High level of attention-to-detail.
- Good level of literacy and numeracy.
- Enthusiasm to develop your skills and knowledge.

Of Pastry Chef:
- Proven experience as Pastry Chef, baker or relevant role.
- Great attention to detail and creativity.
- Organizing and leadership skills.
- Willingness to replenish professional knowledge.
- In depth knowledge of sanitation principles, food preparation and baking
techniques and nutrition.

Of cleaner
- A reasonable level of fitness.
- Punctual, reliable and trustworthy.
- Able to manage time effectively.
- Awareness of health and safety procedures.
- Reading skills for following instructions.
- Maths skills for measuring cleaning fluids.

Of cashier/waiter.
- customer service skills.
- the ability to work well with others.
- the ability to accept criticism and work well under pressure.
- to be thorough and pay attention to detail.
- excellent verbal communication skills.
- a desire to help people.
- active listening skills.
- Have a good memory.
- Fast learner
- Have a good attitude
- Friendly
Supplier

We have a supplier who can provide all of the ingredients and packaging.
Because our matcha comes from Japan, our source is Matcha.my, an online store that
specialises in premium small-batch Matcha. All of their Matcha is made in Japan
(Japan produce the best Matcha in the world). They get their matcha from traditional
Japanese tea plantations, and they have hundreds of customers including cafes,
restaurants, bakeries, pastry shops, food producers, and so on. Aside from that, we
get our baked goods from bake with yen. Bake With Yen specialises in baking
ingredients, premixes, accessories, and tools manufacturing, supply & distribution, and
retail. We make our packaging at Sarman Printing and Design, a supplier who can
create the packaging according to our specifications.

All food should be ordered and received from authorised suppliers or providers
for shipment. Suppliers who have been approved are inspected to guarantee that they
are producing food in a safe condition. Take and record the temperatures of all foods
that need to be kept at a specific temperature. Reject the shipment if there are any
indicators of probable contamination.
COMPANY STRUCTURE
Our business is organised as a partnership under Partnership Act Registered
1961 (Amendment 1974). A formal agreement between two or more parties to manage
and operate a firm and share profits is known as a partnership. Partnerships come in
a variety of shapes and sizes. In a partnership business, all partners share equal
liability and earnings, although in other businesses, partners may have restricted
liability. The reasons why our company considered as a partnership because it is
owned by five persons who have agreed to create a matcha café together. Business
partners engage with business executives and collaborate closely with them to improve
workforce performance, create and nurture critical people enablers like talent,
leadership, learning, and culture, and design people solutions in order to meet the
organization's goals.
There will always be advantages and disadvantages for choosing partnership
as our formal form of ownership. The benefits of forming a partnership include
increased capital resources. Aside from that, we can share our abilities, skills, ideas,
and knowledge. However, the downsides of this partnership include the possibility of
disagreement or unlimited liability, in which all partners are responsible for any debts
and losses accrued.

Management Team

General
Manager
Wan Muhammad Iqbal

Administration
Manager
Afiqah Natasya

Marketing Production Financial

Manager Manager Manager
Puteri Nurliyana Nur Aryssa Dahlia Natasya

General Manager
1. To plan, implement and control the overall management of the business
2. To plan and monitor the strategic progress of the business
Administration Manager
1. Supervising operation of administrative department and staff member.
2. Hiring, training and evaluating employees and take action correcting if necessary.
Marketing Manager
1. Gather of market research and decide and control the quantity and quality of
production.
2. Prepare advertisement and promotion of company.
Production Manager
1. Planning and organizing production schedules.
2. Determining quality control standard.
3. Estimating, negotiating and agreeing budgets and timescale with clients and
manager.
Financial Manager
1. Monitoring account, preparing activity report, and financial forecast.
2. Investigate the ways to improve profitability and analyze market for business
oppurtinity.
FUNDING REQUEST
Source of capital that we need are personal fund/saving, banks/financial
institutions, government loan, retirement account, family and friends and stock market.
Funding request is where we can get our financial support in business regardless of
finance, advice, technology and infrastructure. There are 2 types of funding which is
internal and external. Internal is from our close relative such as family members, friends
and ourselves. Meanwhile , external is more to government that provide loans to assist
entrepreneurs in running their business. The partners plan to contribute RM25,000
which RM5000 for each partner. Lastly for the remaining fund we will loan some money
from the bank about RM10,000. We will use medium-term financing type of bank loan
which is we must pay not exceeding 8 years base on the loan agreement. In total, we
have RM35k to start our business. We’re going to pay the loan as we get as we get
the profit from our sales. We will pay back the financing every month to avoid any debt
and deficit. We must also keep the fund in a balanced state at all times, accounting for
both profits and losses.
On the other hand, we also need business support system from an agency. We
decided to choose Majlis Amanah Rakyat (MARA) as our support. MARA will provides
assistance in the form of loans and equipment to SME entrepreneurs. For MARA
entrepreneur and management training, they provides training and guidance to SME
entrepreneurs so that we are highly skilled of interest. In terms of infrastructure
assistance, MARA provides business sites to carry out business activities for beginner.
This agency will help us because the national economy depends on us too. A good
national economy will be a great influence to other country.
FINANCIAL PLAN
Income Statement

DIPAF MATCHA CAFÉ INCOME STATEMENT

SALES REVENUE 38000

(-) COST OF GOODS SOLD 1700

GROSS PROFIT 36300

(-) OPERATING EXPENSE

RENT 1500

SELLING EXPENSES 500

WORKER’S SALARY 18,000

EMERGENY 4000

INSURANCE 350

INTERNET 100

WATER AND ELETRICITY 400

TOTAL OPERATING EXPENSE 24850

OPERATING PROFITS 11,450

(-) INTEREST AND TAX

INTEREST 300

TAX 150

TOTAL I&T EXPENSE 450

NET PROFIT 11000

Balance Sheet

ASET
FURNITURE 4500
TUNAI 35,000
EQUIPMENT 5000
SIGNBOARD 500
DECORATION 1000
46000

EQUITY
MODAL 25,000
LIABILITY
BANK LOAN 10,000
NET PROFIT 11,000
46000
APPENDIX