FRESH MUSHROOM

ENTERPRISE

Presented By:
Aimi Binti Anuar
Zelhuda Binti Shamsudin
Farhanah Binti Mohd Noah
Wan Aishah Binti Wan Mohd Nowalid
OUTLINE

 EXECUTIVE SUMMARY
 INTRODUCTION
 VISION, MISSION & OBJECTIVES
 PURPOSE OF BUSINESS PLAN
 BUSINESS BACKGROUND
 LOCATION & FACILITIES
 ORGANIZATIONAL STRUCTURE
 SWOT ANALYSIS
 MARKET GROWTH
 TARGET MARKET
 MARKETING MIX STRATEGY
 SALES FORECAST
 MARKETING BUDGET
 OPERATION PLAN
 LAYOUT
 PRODUCTION CAPACITY
 FINANCIAL ANALYSIS
EXECUTIVE SUMMARY

 Annual production - 7 million in 2008 -

expected double by 2010

 Concentrate the market of mushroom

growth

 Main exporter of mushroom in the near

future
 Sell and further market the mushroom
business in Kuala Terengganu

 Five partners involve in this business.

 Registered as Fresh Mushroom Enterprise -

located at Kg. Paloh, Kuala Terengganu.

 Operate on 1st January 2010.

VISION, MISSION & OBJECTIVES
• Grow and supply the best quality Fresh
Vision Mushroom in the region to improve people
healthy diet.

• To grow and process best quality Fresh

Mushroom foods to meet the need of healthy
and better diet for clients.
Mission • To become one of the best mushroom
company and mushroom’s product producer in
this region.
• Fulfil the buyer’s demand and ensure they
obtain the best quality production of
mushrooms.
• Maximize the profit and improving the variety of
Objectives mushrooms from time to time.
• Achieve the target in being a market leader in
the production and distribution of mushrooms in
Malaysia.
PURPOSE OF BUSINESS PLAN
Avoid any Setting the
mistake and Guideline for company’s
solving the entrepreneur targets and
problem objectives

Clarify, focus Assist manager in

Serve as a basis
and research collecting ideas,
for discussion
business or plan for the
with third future and verify
project
parties idea.
development.

Avoid
Offer a
unnecessary
benchmark wastages
Name of Business Fresh Mushroom Enterprise
Business Address D-1172 Kg. Paloh Sg. Kiat,
20050 Kuala Terengganu
Email freshmushroom@yahoo.com
Website www.freshmushroom.com
Business Status 100% Bumiputra Owned
Main Activities Supplying mushroom
Initial Capital RM 193,524
Date of 1 January 2011
Commencement
Name of Bank Loan Bank Islam Malaysia Berhad
Electricity Water
Supply

Telephone Plan
Facility Location
 General Manager
Zelhuda bt. Shamsuddin

Administration Marketing Manager Operation Manager Financial Manager

Manager
Aimi bt. Anuar Farhanah bt. Mohd Noah Aimi bt Anuar
Wan Aishah bt. Wan
Mohd Nowalid

Supervisor Supervisor

Driver Injector Injector Worker Worker Worker

 SWOT ANALYSIS
STRENGTHS
• Use available resources
• Trend in demand is upward
• Most sales are local
• Restaurant, farmer markets
and on-farm outlets (venues
to market oyster mushroom)
WEAKNESSESS
• Limited mushroom marketing
networks
• Limited brand name
recognition
• Limited pre-existing specialty
mushroom farms
OPPORTUNITY
• Ability to develop a specific
marketing strategy
• Growing market for value
added products
• Growing pharmaceuticals
market
THREATS
• Consolidation in produce
retail
• Loyalties to existing
distribution channels
 MARKET GROWTH

Exhibit 1:
TARGET MARKET
 Population in Kuala Terengganu

 65% of this population is between ages of 5

years to 65 years

 Malaysia total population in 2010 =

28 million

 Terengganu total population in 2010 =

1.1 million
Justification of target market

 Demand for mushroom in 2010 = 12,000

tonnes

 Estimated demand will increase 9 – 10%

Equation:
Total Demand for Mushroom
Total Malaysia Population
 = 12,000 tones = 0.00004t / person
28 million
Tonnes of mushroom consumed in Terengganu :

= 0.00004 X 1.1 million = 471 tonnes.

MARKETING MIX STRATEGY

Payment
Packaging Terms

Price
Branding Structure

Pricing
Product
Strategy
strategy
 Direct Promotion
channel activities

Distribution
Promotion
SALES FORECAST
YEAR SALES
2011 942.432
2012 989,553.6
2013 1,039,031.28
2014 1,090,982,84
2015 1,145,531.99
2016 1,202,808.59
2017 1,262,949,.01
2018 1,326,096,.47
2019 1,392,401.29
2020 1,462,021.35
MARKETING BUDGET

Particulars 2011 2012 2013

RM RM RM
Pamphlet 600 600 600
Business Card 600 600 600
Fuel 600 600 600
Advertising 1200 1200 1200
Total marketing expenses 3000 3000 3000
Percentage of marketing 3.82% 3.64% 3.46%
expenditure from sales revenue
OPERATION PLAN

 Efficient production system

 Access to lower-cost resources
 Produces a product of a higher quality
 Classify the worker based on their
expertise.
 Manage accurately all the resources
List Of Workers

POSITION NUMBER OF WORKER

Supervisor 2

Worker 3

Driver 1

Injector 2

TOTAL 8
LAYOUT

OFFICE MACHINE GREEN

AREA GREEN HOUSE HOUSE

GREEN
OPERATION MANAGEMENT HOUSE

PRAYING
AREA
STORE FOR WORKING GREEN
STEAMER
RAW AREA
ROOM
HOUSE
MATERIALS
TOILET
PRODUCTION CAPACITY

 280 kilo’s a day in 280 days for each year

 Total production for the first year is 78536

kilo’s

 Total revenue for 2011 is RM 942,432

FINANCIAL