What we eat will directly affect our health. Therefore, it is important to develop good eating habits. But now, people who are busy with work or school will always ignore it. They choose to full up their stomach instead of eating healthy. Due to the busy schedule and the fast-paced life, we always end up by eating convenience rather than being healthy. We eat to satisfy our taste buds most of the time, but still not aware of the health hazards that this eating habit may cause. Thus, we initiate a project plan which providing a healthy and nutritious meal based on online websites especially for the citizens who live in Kuala Lumpur of Malaysia.
By launching a new online business in the highly competitive markets, company need to have some unique selling point so that it can be able to distinguish itself from other competitors in the market. While for launching a new online business, money, also known as capital, is needed to fund our efforts. A sufficient capital allowed us to launch the online business smoothly and efficiently. For example, capital can be used for the settlement of inputs or materials cost, operating cost, labor cost, marketing cost such as promotional and distributional cost, management cost and so on. There are more and more channels to obtain capital to raise the fund that we required. Throughout all those channels, we choose to use crowdfunding to raise the fund needed. This is because crowdfunding allowed us to raise small amounts of capital from a large number of people or investors through networks. It also provides us an opportunity to pitch our idea to every waiting investors.
After calculated the budget amount that we needed to launch a new online business which is ‘A Happy and Healthy Meal’, we noticed that around RM30 000 funds will be needed to launch and start the new online business. Since we planned to start our online business before January of 2020, which is before next year Chinese New Year, we only left an half years to raise the fund, to well plan how our online business are going to be operated as well as to design the promotion strategy. After gathered and collected all the fund we needed, we will utilize it equally and prudently for each part of the production and launching process.
First, an amount of RM8 000 out of RM30 000 will be utilized on the purchase of healthy ingredients. As our online business provides healthy meal plan service for customers in Kuala Lumpur area who have not enough time and knowledge in preparing a healthy meal, therefore, all the ingredients we used in our meal plan are organic.For example, we will use organic grains, organic fruits and organic vegetables as well as use extra-virgin olive oil or vegetable oil rather than normal cooking oil in our healthy meal plan. We avoid using inorganic ingredients because many of the synthetic substances that found in inorganic food have created risk of safety for people. Which means that having too much inorganic food in long term will harm the health condition of a person. This is the reason why we have to utilize an amount up to RM8 000 to purchase ingredients, since organic ingredients will be more dearly compare to inorganic.
For another RM8 000 out of RM30 000, we will utilize it for the payment of salaries for our workers and dietitian that provide his/her knowledge on balanced diet a person should be taken per day, chef whose role to prepare and cook the healthy meal for our customers as well as transportation fee. Since our online business has also provide delivery service to our customers, hence, some of the workers will be hired as courier staff to deliver healthy meal plan that ordered by customer.
In case we face to any emergency, we will keep an amount of RM6 000 as our contingency expenses to overcome obstacles in the marketplace such as market risk. For example, if the production of organic ingredients decreases sharply in a certain period due to undesirable weather, it will lead to an increase in the price of organic ingredient in the market and hence, we have to pay more to purchase organic ingredients we need. In this situation, we can use those RM6 000 to deal with the sudden increase of the price of organic ingredient. Therefore, that's why we propose $7500 (around RM 30,000)dollar ringgit in this platform.
A success of the marketing strategy is to identify our healthy meal’s target market. The target market refers to the potential customer base for the company's marketing. And, the target market is the group of customers that a company tries to reach out for gaining sales of the company. Our target market is for the customers who don’t have enough time and cooking skill in preparing a healthy meal especially for the citizens in Kuala Lumpur.
Word of Mouth Marketingis something like “Snowball Effect Advertising” or viral marketing which the goodness of company will be shared by customers in the natural way(Mosley, 2017). For instance, our customers may share the word of mouth of our healthy meal when communicate with their relatives and friends in a natural way due to better customer experience from our healthy meals. For further description, let’s me ask you a question, “Do you remember having a good experience or having a delicious meal in which restaurants where you have tasted before?” I think you can answer it within 15 seconds.
By creating a natural way of word of mouth marketing, we must let customers enjoy our healthy meal in a delicious, comfortable, and enjoyable way. Therefore, we must put many efforts on our designation of our meal plan as well as the natural tastes of our food.Our healthy food will be delivered based on online websites order, so our packages of healthy meal must be designed for different target markets. For example, we will design children-oriented packages for children and artistic packages for adults and other age groups.
Why word of mouth marketing so important? From the Nielsen study, it indicates that 92% of consumers believe recommendations from family, friends and relatives more than the company do advertising- this has proven that the solidified of word of mouth use case(Mosley, 2017). In an opposite way, if our healthy meal not good in tastes and having a bad customer experience, the bad word of mouth also spread quickly among consumers. Therefore, we must be careful in designing our healthy meal as well as our service management.
Other terms that falls into Word of Mouth Marketing includes Blog marketing and social media marketing. First, we are promoting our online service of healthy meal via a blog. Through this blog marketing, the blogger will act as the influencer or ambassador to promote our service more effectively and efficiently, because blogger will spread the word to their followers(Odden, 2011). After that, the blogger’s followers will then directly share the information with their family, friends and relatives which based on their established relationship. In addition, we are also promoting our online services through social media marketing. Social media marketing that involves creating interesting contents that attracts the netizens to look through and share the contents to the public(Barnhart, 2019). Through social media marketing (Facebook or Blog), we will implement activities like posting text which including the video that introduces about creating the healthy plate, images of healthy food and other relevant contents for engaging audience.
Since our business nature is based on B2C of digital marketing. Our Facebook homepage (https://www.facebook.com/A-Happy-and-Healthy-Meal-2620468304684104/) has provided the contact number of 011-16404438 for consumers order food within the business hours. In terms of pricing strategy, we will set the prices range from RM 10- RM 20 in KL Area. This prices range is affordable and reasonable for the consumers because preparing for the healthy meal is time consumed and paying many efforts on it.
On the other hands, in promotional activity, we offer discounts of 10% to customers who have consumed above RM 30 but below that amounts of money will not get any discounts. The purpose of this promotional activity is for stimulating the sales of the company as well as the number of consumer because people probably will think that if they join other people to buy our healthy food from online website will save more for them. Therefore, the more they consumed that above RM 30, they more money they save from each other.
Our time frame of this project plan is 6 months, which 1 month for crowdfunding activity in GoGetFunding platform, 3 months for marketing activities including promotional activities in Facebook and Blog, food development in terms of tastes, ingredients and decoration, and price setting within the price range of RM10-RM20 for different meals, and 2 months involve employing professional website designer and cooks as well as the operations of setting up the company.
Lastly, we are expecting the possible return on our project plan is having a good public reputation from the public in terms of service we delivered, because it directly linked to the possible increases of the sales of our company in the future. Moreover, we will also increase or decrease our healthy meals from our menus to suit the tastes of our target markets (KL citizens) based on the feedback of social media and Blog. For a futuristic plan, we expect every consumer will enjoy our healthy meals as well as having a happy and healthy life.