Title : Successful Entrepreneur

Lecturer : Ms Yvonne
Student’s Name Student’s ID
Kok Pei Wen SUKD1502683
Leong Pui Yee SUKD1503766
Patrick Chai Zian Ann SCM030683
Dato Steven Sim
Leong Thun

57 years old

’s CEO
Cakes
& Café Sdn Bhd
 Background
O Born in 1959 in Kota Bharu, Kelantan, Malaysia
O Youngest child from eight siblings
O His family background was poor and it sparked
his creativity
O He made own toys for himself
 Story before he started his
own business

O marketing director at a multinational company

O five-figure monthly income
O opportunity to visit many countries
O exploring food culture
 History
O 41 years old

O started business with 3 nephews (trained bakers)

O started the business with a new concept

O start-up capital - RM150,000 (self-funded)

History (Con’t)
O The concept is :
-flexible
-provide different type of foods in
different countries
O Develop a Malaysian brand in
overseas
O Branches: Singapore, China,
Brunei, Philippines, Australia,
Indonesia, Thailand, & other
countries
 History (Con’t)
O 1997:

O 1st Secret Recipe Outlet in SS2, PJ

O created logo, company colour, uniforms, menu outline,

interior design, marketing strategies & customer service

standards
 History (Con’t)
O 2000:
O 15 branches in Klang Valley
O One outlet in Singapore
O Started franchise business
O Red Lobster
O Olive Garden
O Longhorn Steakhouse
 Entrepreneurial Spirit
O Dato Steven Sim:
"Differentiation, innovation, adaptability, research
and development, consistency, identity and brand
promise are the ingredients that drive and grow our
company.”

“… you have to learn from your mistakes by

reflecting on them and keep going...”
 Challenges
O Asian financial crisis
O Small capital of RM150,000
O Lack of capital for promote
O Competitors
O Consistent product quality in
all the outlets
Turning Point of Success
O A reporter suggested him to participate the
cheesecake competition
O But he forgot the date of competition
O He send a normal cheesecake because he
didn’t prepare
O He get champion
 Success
O Have dream and vision
O Passion
O Foresightedness
O Learn to adapt to the situation and can be flexible
to modify what does not suit the culture of a place
O Initiative
 Success (Con’t)

O Determination
O Financial planning skills
O Think out of the box
O Never give up his dream
 Failure
O Collapse of franchise investors in foreign
countries.
O 7 million dollars investment went down to
ashes in within a year.
O Three non-profitable franchises were forced to
close down in 2013 in Australia.
Second Turning Point
O Secret recipe did not just gave up on the
franchises in Australia
O Find out what are the problems and conquer
them
O Location has changed and promotion is held
and this saved them from such crisis in
Australia. (Shopping Malls).
 Awards
O Brand Personality Award,
O Chief Executive Officer of Secret Recipe in
year 2007
O Outstanding Entrepreneur by Asian Pacific
Entrepreneurship Award (APEA) in 2012
O BrandLaureate SMEs Entrepreneur of the year
award 2012
O ASEAN Master Class Awards by ARFF. 
 Conclusion
O Dato’ Steven Sim has an innovative mind set
which brought him today’s success.
O It needs lots of determination and patience to
achieve such success.
O He is ambitious in achieving his goals and not
giving up is his first priority to achieve
success in his life.
 Conclusion (Con’t)
O Dato’ Steven Sim’s spirit enlightened us
towards achieving our goals and it does not
matter whether it is short term or long term.
O Focus on every goals ahead and conquer it is
the best way to achieve success.
O We will work hard to achieve goals and to be
successful in life.
 References
O Chua A.D. (2014, September 23). Usahawan- Dato Steven Sim
Leong Thun. Retrieved July 22, 2016 from
http://aidee92.blogspot.my/2014/09/usahawan-dato-steven-sim-
leong-thun.html

O Rachael K. (2009). The Secret of Secret Recipe. Retrieved July

22, 2016 from http://www.thestar.com.my/business/business-
news/2009/03/21/the-secret-of-secret-recipe/

O The Entrepreneurship Journey: The Inspirations from Food and

Beverages. Retrieved July 23, 2016 from
http://theentrepreneurshipjourney.blogspot.my/
Thank You