UNIVERSITI UTARA MALAYSIA

BPME3073

ENTREPRENEURSHIP

GROUP NAME

NAME

MATRIX NO

Aulia Restu Yohanda

234674

Dwi Fitrian Armazura

234675

Riri Kemala Sari

234676

Melati Kiky Anindya

234677

Halifah Nadia

234681

1
COMPANY BACKGROUND

Cinnamon Restaurant is production company which is serve Italian and French high
cuisine. We serve customers using technology. There are 2 kind of technology that we
use. First, there is a touch screen table in VIP room and it shown the menu. Customers
will order the food by touch it. Second, customers will order the food using twitter in nonVIP room. Here, we want to create a new innovation where using technology is the main
material of the restaurant. The following materials are the companys profile:
Companys name

Cinnamon Restaurant

Location

Varsity Mall, Universiti Utara Malaysia

Sintok, Kedah Darul Aman Malaysia.

Sector

Production

Product
Some of the Cinnamon Restaurant products are:
1.

Poached Beef Tenderloin with Egg Sabayon (Italian Cuisine)

2.

Caprese Salad (Italian Cuisine)

3.

Escargot (French Cuisine)

4.

Caille en Sarcophage (French Cuisine)

5.

Foie Gras (French Cuisine), and etc

Work Schedule
The company defined the work schedule starts from Monday to Saturday. Our
restaurant will be open every day starts from 8.00 P.M until 00.00 P.M.

2
INDUSTRY BACKGROUND

1. Materials Required
To produce best quality of Italian and French cuisine, we need best materials.
a. Roasted Beef Tenderloin with Egg Sabayon
Poaching Liquid:
2 quarts beef stock
2 carrots, peeled
2 stalks celery
1 small onion, peeled
1 bunch parsley
1 bunch fresh tarragon
1 beef tenderloin (1-1/2 to 2 pounds), trimmed
Sabayon Sauce:
6 egg yolks
2 teaspoons Worcestershire sauce
1 cup reserved beef stock
2 teaspoons reserved tarragon leaves
1 tablespoon tarragon vinegar
b. Caprese Salad
Ingredients:
3 vine-ripe tomatoes, 1/4-inch thick slices
1 pound fresh mozzarella, 1/4-inch thick slices
20 to 30 leaves (about 1 bunch) fresh basil
Extra-virgin olive oil, for drizzling
Coarse salt and pepper
c. Escargot
Ingredients:
1 pound escargot, in shell
1 stick butter, room temperature
1 shallot, minced
1 clove garlic, minced

2 tablespoons Italian parsley, minced

2 tablespoons fresh lemon juice
Salt and pepper

d. Caille en Sarcophage
Ingredients:
1 pound frozen puff pastry, defrosted 20 minutes at room temperature
4 quails, boned
1 teaspoons salt
Freshly ground white pepper to taste
12 ounces foie gras, of which is cut across in 8 slices, the rest cut into 2/3inch cubes
1 1-ounce black truffle, sliced as thinly as possible, at least 12 slices
1 tablespoon unsalted butter
1 cup white wine
cup chicken stock
cup demi-glace (see note)
16 black figs, quartered

e. Foie Gras
Ingredients:
1/2 lb piece raw Grade a duck foie gras at room temperature, cleaned and
deveined
Salt and pepper to taste
2 tsp canola oil
2 tbsp balsamic vinegar
2. Technology Used
In the making process and the production of cinnamon restaurant, we are using
skillet, small pan, stockpot, oven with high technology to keep the taste quality of
these foods.
Tools and equipments in generally needed are:
-

2 pieces of skillet

2 pieces of stockpot

2 pieces of paper towel

2 pieces of slicer to slice quickly

3 pieces of oven to baked the main materials

3 pieces of large bowl to wash and soak the materials

3 pieces of cutting board, use as a cutting-mat.

3 pieces of medium size knife to peel and slice the materials

5 each pieces of teaspoon and tablespoon to add ingredients

3
PRODUCT CONCEPT

To serve a unique and different restaurant and have a certain quality, we need a good
quality of materials and service. In addition, it also takes the high creativity and high
innovation from the employees. We serve customers with Italian and French cuisine.
For the raw materials of cuisine, we will import from Kuala Lumpur. The making process
of the foods consists of several steps and we will explain in generally. Firstly, we select
main materials such as duck, escargot, and beef tenderloin with a good quality. Second,
we will mix main materials with sub-materials such as salt, balsamic oil, vinegar oil,
carrot, wine, and etc. After that, put the materials into oven with right temperature.
Finally, the food will serve by customers order.
HOW TO SERVE THE FOOD

There are 2 types of customers: Customers in regular room and customers in VIP room.
Customers in regular room order foods by using twitter. And also there are 2 kinds of
Chef. First, chefs for customers in regular room and chefs for customers in VIP room.
Chefs who cook for customer in regular room will standby in the kitchen by monitoring
computer that system already designed for orders and make the foods by customers
order. After that, a waitress will serve the food to customers.
For VIP room, they order the food by using touch screen table and then the order
automatically send to the monitoring computer that customers choose. And monitoring
computer has system that already designed for connecting to touch screen table. So,
the chef cook the food by orders and then a waitress will serves the food to customers.

4
BUSINESS PROCESS

The business process of Cinnamon Restaurant will be shown as the following:

Customers Entered the

Restaurant (Regular Room)

A waitress come to over the

hand phone and ask
customer to order by twitter

A Customers
waitress gives
received
the billthe
and
orders
customers
and enjoy
pay the
to the
food
cashier

Customers order VIP room

by phone (VIP Room)

VIP customers entered

restaurant and take a seat

Customers order the food

using touch screen table
which shown the menu

Waitress brings the order

and customers enjoy the
food

A waitress gives the bill,

and then customers pay to
the cashier

As we can see from the process chart, we divided two kinds of customers. First,
customers which choose regular room. Second, customers which choose VIP room.
Customer in regular room will be give a hand phone by waitress and ask customer to
order via twitter. Then, customers will receive the order and enjoy the food. After that,
waitress gives the bill and customer pay to the cashier. For the customer in VIP room,
they order seats by phone and then come to the restaurant and take a seat by order.
Then, customers order the food using touch screen table which shown the menu.
Waitress brings the food and customers enjoy the food. At last, waitress gives the bill
and customers pay to the cashier.

4
ADMINISTRATION PLAN
Human Resource Planning
a. Choosing Manager
Manager is the one who take responsibility to the business. In this business, we
choose Halifah Nadia as the main manager because she has a business
background to conduct the company. She also has experience, competency, and
ability to lead the employees and she is able to maintain and improve the
business.
b. Employee Recruitment
We need 4 employees here, people who responsible to control, interact with
customers, promote the product, and do the necessary thing for the business.
We also determine the amounts of employee needs for certain period, in quantity
and quality. The salary for each employee are different, depends on employee
specialty, chefs, waitress and cashier.

5
ORGANIZATIONAL STRUCTURE

Halifah Nadia
(CEO)

Dwi Fitrian Armazura

Riri Kemala Sari

Melati Kiky Anindya

Aulia Restu .Y.

(Financial Manager)

(Marketing Manager)

(Operational
Manager)

(Human Resource
Manager)

Job Description and Job Specification:

1. CEO:

- Creating, communicating, and implementing the organizations vision, mission, and

overall direction. Leading the development and implementation of the overall
organizations strategy.
- Leading, guiding, directing, and evaluating the work of other executive leaders.
- Formulating and implementing the strategic plan that guides the direction of the
business or organization.
2. Financial Manager:
-

Providing and interpreting financial information.

Monitoring and interpreting cash flows and predicting future trends.

- Analyzing competitors and market trends; developing financial management

mechanisms that minimize financial risk.
- Managing budgets, supervising staff, conducting reviews and evaluations for costreduction opportunities.
3. Marketing Manager:
- Overall marketing strategy and execution of plans for the existing products.
- working with product development teams to manage new product development
- Researching and evaluating new product opportunities, demand for potential product,
and customer needs and insights.
- Analyzing of the effectiveness of all marketing efforts.
4. Operational Manager:
- Responsible for day-to-day operations, managing the organizations human resources,
helping and creating organizational and program budgets in collaboration with ED and
Program Supervisor.
- Working with the management team, the position also contributes to the development
and implementation of organizational strategies, policies, and practices. This position
will also interact with the Board of Directors.
5. Human Resource Manager:

- Maintains the work structure by updating job requirements and job description for all
positions.
- Maintains organization staff by establishing a recruiting, testing, and interviewing
program; counseling managers on candidate selection; conducting and analyzing exit
interviews; recommending changes.
- Prepares employees for assignments by establishing and conducting orientation and
training programs.

6
MARKET OPPORTUNITY

A. Market Form
Producer market which is selected here is monopoly market, because only one
business runs Italian and French cuisine in this area. While for the consumer
market, we were chosen consumer market, it is because our product can be
purchased only for a personal consumption.
B. Market Segmenting, Targeting, and Positioning
Segmenting

Based on geographic segmentation (region), there is no restaurant who serves

Italian and French in UUM. Thus, we had a few chances to develop this business
in UUM and choose Varsity mall as our business location.
Targeting
According to demographic (population), the consumer targets for our product are
lecturers, functionary of UUM, PhD Students. Geographically (region), our
business location would be in Varsity Mall, UUM, which can estimate as the
accessible and convenient place. We believe the consumer would like it because
these products provide usability and satisfaction because of its uniqueness,
quality of our product is specific for people who consume it.

Positioning
Based on the special quality of the products, such as the quality of materials,
taste, unique and special food, product differentiation in one type, the diversity of
the products, the production process and it can follow the consumer taste; we
conclude the position of this product is in high quality product and the consumer
as the marketing target of this business would like it.
C. Marketing Management
Competition Analysis
The competition analysis of this business will be explain in SWOT analysis,
consists of:
Strength
-

This restaurant will be the first restaurant to be marketed in UUM.

There is a distinctive taste and the uniqueness of products.

It is located in strategic place.

Foods are something new to people here
New service to consumers.

Weakness
Because this business is relatively new, expensive and there is not much
competitors on it, the disadvantages would probably happened is the promotion.
In addition, public would doubting the price of the product which is relatively
expensive, and it can included into the weakness of the business.

Opportunity
The marketing potential is quite enough where UUM students, lecturers, and
officer will love the product and service, because the product is new. In addition,
based on our survey, with the differentiation and characteristics of our product,
we have the opportunity to be the first marketer of this business.
Threat
- The high price so gives declining purchasing power.
- The emergence of strong competitor with better quality and cheap price.
D. Marketing Mix
We are using 4 P Marketing Mix which is consisting of:
a. Product
Our products consist of Italian and French high cuisine such as Roasted Beef
Tenderloin with Egg Sabayon, Caprese Salad, Escargot, Caille en Sarcophage,
Foie Gras
b. Price
Roasted Beef Tenderloin with Egg Sabayon is MYR 25.00

Caprese Salad is MYR 15.00

Escargot is MYR 27.00
Caille en Sarcophage is MYR 25.00
Foie Gras is MYR 25.00

c. Promotion
We are trying to promote the product through pamphlet, brochure, and tell a
friend about it and make sure that everybody in UUM knows about it so it can
help us to know how many people will interested in our product.
d. Place
We are choosing Varsity Mall as our selling location based on considerations that
this place is the most visited place in UUM.

7
FINANCIAL ASPECT
The initial capital required as follows:
1. Fixed assets are needed, cost and other information are:

Vehicle (Car) in MYR 10000 and has economic life of 5 years.

The machine was purchased at a price MYR 20000 and has the economic life of
3 years.

All equipment purchased for MYR 8000, has the economic life of 5 years with no
residual value.

2. Working capital requirements

Costs for employee salaries, Operating Costs, Administrative Costs, purchase
supplies and materials MYR 10000 per month.
-

Fulfillment of funds for investment

Funding needs met with the proportion of 60 % comes from capital owners and the
rest coming from bank credit term of 3 years with an interest rate of 15%.

Fund Sources Planning

1. Initial Investment
Investment
Qty
Needs
Vehicle
1
Cashier Machine
1
Handphone
15
Touch screen
10
table
Cashier Table
1
Chair
50
Kitchen
Equipment
Total

Amount
(RM)
10,000
1,000
9,000
15,000
80
3000
10000

Useful
Life
5 years

Depreciatio
n (RM)
2,000

3 years

8,333

1 year

13,080

1 year

23,413

Terminal
CF
2,000

2,000

2. Fixed Asset
No
.
1
2
3

Items

Qty

Price/unit (RM)

Amount (RM)

Cashier Machine
1
Handphone
15
Touch screen table
10
Total

1,000
600
1,500

1,000
9,000
15,000
25,000

3. Working Capital
Below is the cost for the first two months. Furthermore, the cost could be taken out
of the consumer payments.
Working capital requirements per the first two months =
=
Investment Fund:

Pre-Operation Expense
Working Capital
Total Investment

Schedule Installment Loans

=
=
=

MYR 20,000
MYR 20,000
MYR 40,000

MYR 10,000 x 2 months

MYR 20,000

Debt

=
=

40% x MYR 40,000

MYR 16,000

MYR 16,000

A { 1 - 1/(1+0.15)^3}
0.15

A
Total Revenue:

MYR 7,008

Price x sales unit/year

MYR 25.00 x 8,000
MYR 200,000

Total Cost: Fixed Cost + Variable Cost = 12,000 + 20,000

= 32,000
TR > TC = Profit
Profit = MYR 168,000

REFERENCES

Source:
http://www.epicurious.com/recipes/food/views/sauteed-duck-foie-gras-105578
http://www.foodnetwork.com/recipes/escargot-in-the-shell-with-herb-butterrecipe.html
http://www.foodnetwork.com/recipes/rachael-ray/caprese-salad-recipe.html
http://homecooking.about.com/od/beefrecipes/r/blbeef53.htm
http://cooking.nytimes.com/recipes/5670-babettes-cailles-en-sarcophage