TABLE OF CONTENTS

1.0 INTRODUCTION.......................................................................................................3
2.0 COMPANY BACKGROUND....................................................................................4
3.0 MANAGEMENT TEAM............................................................................................6
4.0 COMPETITIVE EDGE.............................................................................................7
5.0 MARKET ANALYSIS...............................................................................................7
5.1 Market Trends...........................................................................................................7
5.2 Target Market...........................................................................................................8
5.3 Marketing Strategy....................................................................................................9
5.4 Price Strategy............................................................................................................9
6.0 SWOT ANALYSIS...................................................................................................10
6.1 Strength...................................................................................................................10
6.2 Weaknesses.............................................................................................................10
6.3 Opportunities..........................................................................................................11
6.4 Threats....................................................................................................................11
7.0 FINANCIAL PLAN..................................................................................................12
7.1 Projected Profit and Loss........................................................................................12
7.2 Projected Cash Flow...............................................................................................13
7.3 Projected Balance Sheet..........................................................................................14
7.4 Business Ratio.........................................................................................................15
8.0 CONCLUSION.........................................................................................................19
APPENDICES.......................................................................................................................20
REFERENCES.....................................................................................................................22
 EXECUTIVE SUMMARY

ADA Synergy is a company that provides surveillance solutions to both people

and corporations. The purchase, installation, and maintenance of closed-circuit
television are among our core goods and services. Not only that, this company also
provide renovation services and printing services in order to improve their company
services according to their mission which is to provide the excellent services in
Malaysia. Since the invention of this technology, huge strides have been achieved in
the field of security. Regardless of geographic location, experienced technicians are
fully educated and prepared to perform regular CCTV security camera installation,
maintenance, and monitoring for the clients. Even though the initial aim for ADA
Synergy was to provide just the services listed only and they would not rule out
diversification as long as it does not interfere with the core services.

The company are certain that the principles and high-quality service offerings
will enable them boost ADA Synergy to new heights and attract the clients who will
make the company successful. This company will work hard to build strong business
connections with the clients, providing customers with exceptional value for their
money and reasons to use the services again and again. We understand that in order to
maintain business position as the city's top choice, they must continue to provide
high-quality CCTV camera installation and maintenance services, which we will
accomplish. In the security services business, companies are open to using cutting-
edge technologies.

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1.0 INTRODUCTION

Business plan is a document that describes, describes, and analyses a business

potential or an existing firm, looking at its technological, economic, and financial
viability. The strategy sets out all of the processes and tactics that will be required to
turn the business idea into a sustainable business. Business plan also able to assist in
the management of an organisation by outlining goals, how they'll be met, and when
they will be met. The strategy will also serve as a summary of the company's mission,
why it existing, and where it intends to go. Then, thorough strategy which can assist
us in efficiently managing the organization as the owner and founder. In the same way
that a road map establishes a path and course of action, writing down and drawing
both creative thoughts and strategies establishes a path and plan of action. This will
give us a lot a meaningful measure by which to track and evaluate overall
development. There are several reasons why as a business owner needs business plan
before starting the business which are the first one is it will raise the finance. By
supporting business expansion is likely to need additional cash. That is, unless the
business strategy is very cash-generative. Most of the time, company won't have
enough clients to fund the next possibility because company won't have enough free
cash flow. The financial statements enable potential lenders and investors in
understanding the company's past performance. The business plan gives them an idea
of where business want to go in the future. They'll check for a variety of elements in
the strategy. Finally, they'll want to know if the company's growth or expansion will
produce enough cash to allow it to run efficiently while still meeting its debt
commitments.

After that, by business plan, the owner will able to understand their customer.
An efficient business strategy and a profitable business both require a thorough
consumer study. Not only could knowing about consumers help business produce
better goods and services for customers, but it will also help businesses reach people
more cost-effectively through advertisements and marketing. Then, by business plan,
the owner also able to reduce the risk of pursuing the wrong opportunity. The

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technique of developing a business strategy aids in the reduction of opportunity costs.
Business plan can assist us in evaluating the viability of this opportunity in
comparison to others. As a result, we make the greatest choices. Last but not least,
when having a business plan, owner is able to uncover new opportunities. We will
most likely perceive the company in a new light after going thru the brainstorming,
whiteboarding, and creative interviewing processes. As a consequence, we
will frequently come up with innovative marketing and management concepts for the
product or service. It's frequently the difference between a firm that fails or simply
survives and one that flourishes that comes down to coming up with ideas and putting
them into action.

2.0 COMPANY BACKGROUND

ADA Synergy was established on January 2014 and this company is one of the
Information Technology companies which provide CCTV Security solution for all
business or individuals clients. Furthermore, towards the conclusion of the first year,
ADA Synergy expanded into other areas of service, including such printing and
corporate gifts, based on client demand and confidence. ADA Synergy keeps going to
be imparted to bring out trying to upgrade and renovation work for offices,
restaurants, and residential houses, along with the supply of equipment, installation of
security systems such as CCTV and Security Access Door, as well as the regular
company of printing and supplying corporate souvenirs, in accordance with time and
the fast-paced development of Malaysia, supported by customer trust. ADA Synergy
would continue to provide the finest solution to satisfy client demands and fulfilment
while keeping a positive working relationship. ADA Synergy is also devoted to
supporting the government in transforming the country into a developed nation.

The vision of this company is for being an excellent service with maximum
customer satisfaction. Based on the vision set by the company, it is very suitable for
all the services provided because the company expands the business by providing

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various services to customers including renovations services and so on. After that, the
mission of this company is to be known as excellent service provider in Malaysia and
growing across southeast Asia. In order to achieve the mission set, the company will
make improvements to the services provided because when customers are always
satisfied with the tasks performed by the company, it will facilitate and further launch
the company to achieve the targets set in the company's mission. After that, because
of this company is still new and as a developing company, they only have 7
permanent workers including management staff. The location of the company was at:

25-1, Tingkat 1, Wisma Alaf, Jalan Wangsa Delima 5, Pusat Bandar Wangsa Maju,
53300 Kuala Lumpur.

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3.0 MANAGEMENT TEAM

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4.0 COMPETITIVE EDGE

CCTV security camera installation services is a simple business to start,

especially if you have the necessary training, beginning cash, and licence. It indicates
that there is a good chance that a CCTV security camera installation services firm
may grow up in the area where the company is located. The competitive advantage is
that we are a well-equipped CCTV security camera installation services firm capable
of handling both corporate and government agreements. This company are certain that
the key areas they aim to cover, the business model company will be using, the
simplicity of payment, the wide choice of CCTV security camera specifications, and
the great customer service culture will all contribute to a significant competitive edge.

Despite the fact that there are many rivals in the sector, the CCTV camera
company has the benefit of being handled by experienced professionals. The founder
and management team have a solid understanding of how this company operates. This
is due to the fact that they have previously held managerial roles in several
surveillance equipment manufacturing organizations. Finally, all of the workers will
be properly cared for, and their benefits package will be one of the finest in the
business. It will allow them to be more than eager to work with the company to
develop the business and assist company in achieving all of our business goals and
objectives.

5.0 MARKET ANALYSIS

5.1 Market Trends

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 The market for CCTV camera installation and repair is expected to develop at
a healthy rate, due to reasons such as rising international terrorism, the Internet of
Things (IOT) possibility, and an expanding urban population, among others. The
expansion of smart cities throughout the world, as well as global economic
development, will expand the scope of growing market. Nonetheless, the
accompanying high costs, tight restrictions, and, of course, a bad trade environment
will stifle the growth of this emerging sector. HDTV or known as high-definition
television, has apparently taken over not just the consumer industry, but also the
security business. HDTV is the new standard for all CCTV systems in most countries,
and it is an excellent video surveillance technology. In reality, with the rise of IP
security and video, there are fewer and less individuals who use traditional video
cameras for monitoring. Traditional analogue recording systems are quickly being
replaced by IP, making it much simpler to keep a closer check on what's going on.

Then, a consistent pattern in the CCTV security camera installation services

industry is that, in order to survive the recent global economic crisis, most CCTV
security camera installation services firms added new services to its core service
offerings. CCTV security camera monitoring services, sale of CCTV security camera
accessories, associated CCTV security camera installation and maintenance
education, advising and consulting services are all offered by some CCTV security
camera installation services businesses. It is far simpler for CCTV security camera
installation services firms to expand company revenue streams than it is to expand
their market.

5.2 Target Market

Usually, the company will do feasibility studies and market surveys before
deciding on a site for business CCTV security camera installation services firm or any
business services, and the company were able to identify people who would benefit
substantially from the service offerings. Individuals who use company contributor

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services come from a variety of backgrounds, including the public sector, the
organised private sector, and individuals from various social strata and stages of life.
Company’s current location it was the right decision that have been made because
there have many of targeting customer are there. There are several list of
organizations and people that being company’s target which are households, corporate
organizations, shopping malls, hotels and others target places.

5.3 Marketing Strategy

Marketing strategy for ADA Synergy are being a great customer service,
integrity, and quality services will be the primary motivators. The company will work
hard to develop a loyal customer base. Company also wishes to increase revenue by
using the product of the jobs and referrals from happy clients. The company
understand how pleased consumers promote business success, particularly in
industries such as CCTV security camera installation and other services provided. The
sales and marketing staff will be hired depending on their extensive industry
expertise, and they'll be trained on a regular interval to maintain that they are well-
equipped to fulfil their objectives and the company's ultimate aim. Their ambition is
to become Malaysia's top CCTV security camera installation services firm, which is
why they've devised methods to assist them capitalise on the available market and
grow into a significant player in the security services sector.

5.4 Price Strategy

The company was not intending to charge more than what is available in the
CCTV security camera installation services line of business and other services
provided except for premium and customised services, and the firm does not intend to
charge less than what their competitors are offering. Regardless, the company have
plans in place to provide discounts on occasion and to thank their loyal customers,
particularly when they recommend clients to them. These services will be priced

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similarly to those available on the open market. But, as a very highly recommended
company, they will provide the best services with very affordable and worth price to
the client.

6.0 SWOT ANALYSIS

As long as they are adequately positioned and prepared to carry out the
services, the CCTV security camera installation services business is one of several
that may easily create sales with minimal worry. Normally, some company could run
a normal CCTV security camera installation service without going through the
required protocol of starting a new business, which includes writing a detailed
business plan, but for ADA Synergy, they will provide the detail analysis in order to
improve their company in the future. In order to provide a significant influence on the
CCTV security camera industry, they must first assess their current condition,
including the strengths, weaknesses, opportunities, and threats.

6.1 Strength

This is due to the staff's knowledge of the market. The company's founder
previously worked for a large surveillance equipment manufacturer. This has given
them a unique perspective on how the industry works. As a provider and marketer of
CCTV cameras and equipment, the firm will take advantage of this opportunity to
solidify its position as a reliable name in the industry. Then, the location of the
business also one of the strengths of the company because they are easily to attract
new customers around them.

6.2 Weaknesses

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 The fact that they are a new company is their biggest flaw. This will, at the
very least, put a stop to the actions for a while. The firm does not have the financial
strength of other big surveillance equipment vendors. This is a flaw that we will
eventually overcome by encouraging investment inflows. Another drawback that may
work against this firm is that it could take time for them to establish a profile that will
allow them to compete for and secure government contracts while they are new.

6.3 Opportunities

The growing demand for CCTV cameras from both residential and
commercial customers is an opportunity they will not pass up. They have become
dealers of their items as a result of their ties with manufacturers. The maintenance
services division will broaden the scope by installing and maintaining all CCTV
cameras that have been installed.

6.4 Threats

Economic downturn, like any other business, is likely to be one of the primary
risks they will confront. The entrance of a CCTV security camera installation services
firm is another hazard which the company may face. Government policies can
potentially put businesses such as that in danger.

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7.0 FINANCIAL PLAN

7.1 Projected Profit and Loss

ADA Synergy

Statement of Profit or Loss

for the ended 31 December 2020

RM RM 7.2
Projected Cash Flow
Sales   75,000

   

Expenses:    

Raw material cost 30,000  

Direct labour 10,000  

Transport Rental 5,000  

Advertising expense 1,500  

Utility expense 2,200  

Total expenses   48,700

Net profit   26,300

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 ADA Synergy

Statement of Cash Flow

for the year ended 31 December 2020

  RM

Cash Received (inflow)  

Capital 100,000

Cash sales 75,000

Total Cash Received 175,000

Cash Spent (outflow)  

Labour cost 10,000

Raw material 30,000

Transport Rental 5,000

Advertising Expense 1,500

Utility Expense 2,200

Total Cash Spent 48,700

Net Cash Inflow (Inflow-Outflow) 126,300

Opening balance 0

Closing balance 126,300

7.3 Projected Balance Sheet

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 ADA Synergy

Balance Sheet

31 December 2020

  RM

ASSET  

Cash 126,300

Raw material 30,000

Total Asset 156,300

   

LIABILITY  

Total liability 0

   

EQUITY  

Owner's Equity 100,000

Retained Earnings 56,300

Total liability and equity 156,300

7.4 Business Ratio

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 i. Efficiency Ratios

Efficiency ratios also called activity ratios measure how well companies

utilize their assets to generate income. Efficiency ratios often look at the time it takes

companies to collect cash from customer or the time it takes companies to convert

inventory into cash in other words, make sales. These ratios are used by management

to help improve the company as well as outside investors and creditors looking at the

operations of profitability of the company.

Asset Turnover Ratio

The asset turnover ratio is an efficiency ratio that measures a company’s

ability to generate sales from its assets by comparing net sales with average total

assets. In other words, this ratio shows how efficiently a company can use its assets to

generate sales.

Net Sales
Asset Turnover ratio=
Average Total Assets

¿ RM 75,000

(RM 156,300/2)

¿ 9.60

This means that for every ringgit in assets, we only generate RM 9.60. In other

words, this business start-up using the assets efficiently to generate sales.

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Inventory Turnover Ratio

The inventory turnover ratio is an efficiency ratio that shows how effectively

inventory is managed by comparing cost of goods sold with average inventory for a

period. This measures how many times average inventory is “turned” or sold during a

period. In other words, it measures how many times a company sold its total average

inventory ringgit amount during the year.

Cost of Good Sold

Inventory Turnover ratio=
Average Inventory

¿ RM 30,000

(RM 30,000/2)

¿ 2׿

This means that there would be 2 inventory turns per year. In other words, this

business would take 6 months to sell and replace all inventories.

Gross Margin Ratio

Gross margin ratio is a profitability ratio that compar3es the gross margin of a

business to the net sales. This ratio measures how profitable a company sells its

inventory. In other words, the gross profit ratio is essentially the percentage mark-up

on merchandise from its cost. This is the pure profit from the sale of inventory that

can go to paying other expenses.

Gross Margin
Gross Margin ratio=
Net Sales

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 ¿RM 75,000 - RM 30,000

RM 75,000

¿ 60%

This is a high ratio in the apparel industry. This means that after the business

pays off the inventory costs, it is still having 60 percent of the sales revenue to cover

the costs.

Profit Margin Ratio

The profit margin ratio, also called the return on sales ratio or gross profit

ratio, is a profitability ratio that measures the amount of net income earned with each

ringgit of sales generated by comparing the net income and net sales of a company. In

other words, the profit margin ratio shows what percentage of sales are left over after

all expenses are paid by the business.

Net Income
Profit Margin ratio=
Net Sales

¿ RM 26,300

RM 75,000

¿0.35 / 35%

This means that this business is converted 35 percent of the sales into profits.

This business has 35 cents of net income for every ringgit of sales.

Return on Assets Ratio (ROA)

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 The return on assets ratio, often called the return on total assets, is a

profitability ratio that measures the net income produced by total assets during a

period by comparing net income to the average total assets. In other words, the return

on assets ratio or ROA measures how efficiently a company can manage its assets to

produce profits during a period.

Net Income
Return on Assets ratio=
Average Total Assets

¿ RM 26,300 .

(RM 156,300/2)

¿ 33.65%

For every ringgit of equity, the business takes on, it can return 33.65% in net

profit (after all deductions). For every ringgit of assets, the business invests in, it

returns 33.65% in net profit per year.

8.0 CONCLUSION

In a conclusion, as we know the amount of committed consumers a company

has, the capacity and competency of its staff, its investment plan, and its corporate

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structure all play a role in its future. If all of these elements are lacking from a firm, it
won't be long before it closes its doors. By offering professional CCTV security
camera installation services at a lower cost than what is available on the open market
is one method to get acceptance and win clients over. This company are well equipped
to endure for a short period of time with a low profit margin. This company will
guarantee that the proper foundation, structures, and procedures are in place to
guarantee the well-being of the employees. The firm's corporate culture is geared
upon propelling the company to higher heights, with employee training and retraining
at the top of the priority list.

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APPENDICES

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REFERENCES

ADA Synergy. (January, 2021). ADA Synergy. Retrieved from ADA Synergy:
https://adasynergy.weebly.com/company-profile.html

Karlsson, B. H. (2004). Institutional forces and the written business plan. Journal of
Management, 29-48.

Morgan, N. W. (2019). RESEARCH IN MARKETING STRATEGY. Journal of Academy of

Marketing Science.

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