Content
Page
1.0 Unique Business Idea 2
2.0 General Company description 2-4
3.0 Service overview, benefit and features 5-6
4.0 SWOT Analysis 6
5.0 Target Market 7
6.0 Long term and short term marketing goals 7-8
7.0 Marketing Mix 8-9
8.0 Operational Plan and Licenses and Permit 10-11
9.0 Promotion Tools (Logo, Flyers) 11-12
10.0 Industry Analysis 13-16
11.0 Macroeconomics Analysis 16-17
12.0 Interview (1)&Interview (2) 18-20
13.0 Competitors 20-21
14.0 Conclusions 21
15.0 References 22-23
16.0 Appendix 24-25

1.0 Unique Business Idea
Business plan is a map which gives us directions. Therefore, we know what we can plan for the business’s future. It is a plan for a startup describes your strategy for creating the legal entity. A business plan tells us the objectives that a company wants to achieve and provide information about the business’s short-term and long-term form.
In the 21st century, every person complains that their life is hard, time is insufficient, and most people lost their joy. Sometime we even have no time to celebrate birthday with beloved or best friends. People mostly busying with their job routine or businesses and they have no time to think about a good idea for a birthday celebration, to buy a cake, and find an interesting place to celebrate.
We seek this as a good opportunity to provide a service that covers all the process of celebrating with a memorable day. It will be a one stop celebration purpose themes restaurant. It will be the new trending place to visit with friends and family.

2.0 General company description
2.1 Name of new venture
‘LOL’ is an abbreviation that very common in nowadays communication, which means Laugh Out Loud. Laugh Out Loud Themes Restaurant will be our business’s name. We use this name because it makes deep expression to what we provide for the customers, which is happiness.
2.2 Vision
Our vision is to become the best themes restaurant and the first choice of celebration venue. We are likely to make customers happy, enjoy, and have a nice memorable moment.
Mission
Our mission is to provide a high standard service with quality foods but only a reasonable price. We provide different themes to let the customers experience something new and excited.
Reasons for using our service
First of all, everyone is rushing their works to complete, looking at the stock market and make investment, running their own business, as well as taking care of children or doing some household routine. Our services can help our customers to save a lot of time because we provide many choices of cakes, different kind of cuisines, and we plan for the celebration according to different desired.
Next, budget is the main point that we are looking at to find a celebration place. After the fluctuating of economic environment happened, all people spend their money by more cautious. However, the cost of the celebration at our place is reasonable and affordable to everyone.
Last but not least, even though customers pay less, but they do not need to worry about the quality of foods and services. We guarantee our food quality and freshness every business days and our services will be the top among the competitors.

2.3 Strength and core competencies
We provide lower price food. We also join some food association like ‘The Malaysian Food & Beverage Association’ and ‘Malaysia Foodstuffs And Toys Merchants Association’. By joining those associations, we enjoy the benefit of low purchasing price for raw food ingredients by bargaining with other restaurants and make large purchase and we can save money on the purchase of restaurant equipment. Our business will also cooperate with few famous bakeries so we can provide different designs and flavors cake for customers. Besides, we can learn some new technologies and business strategies from each other.
We are themes restaurant. We provide a few themes for example like Japanese theme, wild animals theme, animation cosplay theme, Chinese imperial theme, ‘Wild Wild West’ theme and some special festival theme during Halloween, Christmas and New Year celebration. The room is fully decorated to provide strongly feel of the particular theme and provide some special costume example like Japanese traditional costume for the Japanese theme. We will always updating our themes to provide continuous exciting feeling for the customers.
However, we hired well-trained staffs which are graduated from culinary courses example from HELP CAT College and Food Institute of Malaysia. We select our staffs that are good in cooking skills or customer service skills and yet with active and friendly personalities which can communicate well with customers and bring them joy.
Our restaurant will also provide photographer service. This service can let every customers enjoy and have fun. This service is good because customers would like to take photos and may lead them to completely joining into the event. Besides, sometime they might also miss out the great moments or without a good capture skill. We also provide a beautiful album with 10photos as a gift to the birthday boy or girl from us. Additional photos will require for extra charges.

3.0 Service overview Services provided by Laugh Out Loud Themes Restaurant: * Birthday cake with different flavors, sizes, shapes and designs for selection. * Buffet type dine-in, from western food, Chinese cuisine, Malay and Indian food to Japanese and Thai cuisine. * Ala-cart menu, you can choose your appetizers, entrees, salads, soups, beverages and desserts. * Unique order experiences by using Ipad.

* Renting of themes customers, we have both kids and adults sizes. * Photographer service. * Available for walk-in normal dine-in.

3.1 Benefits and features
The first benefits and features is discount for cherish foods and drinks. For each group of celebration, when they finish all the foods and drinks, they will get a 5% discount on the bill. We provide this because we hope that everyone can learn how to appreciate what we have than someone who is unlucky for example like the children from Africa.
Secondly, when there is February 29, celebration for those birthday boys and girls at our place will have 25% discount. 25% also means as ¼, that simile they celebrate their birthday once in 4 years. Due to the reason, we want them to enjoy this privilege discount and have their very precious birthday celebration.
We also have special discount for those who come to celebrate their anniversary. We give out 1% discount times the years of their anniversary. We must appreciate our partner from years to years without leaving us, therefore, celebrate anniversary every years!
Lastly, you only need to pre-order and make booking at least 3days before your celebration dates. We provide the easiest way to do this by the online booking service. You can choose your cake, foods and drinks, themes and time. RM10 voucher will giving out for the online booking users.

4.0 SWOT Analysis
4.1 Strength
We will be the most unique themes restaurant as we provide the special themes costumes as well as special themes design environment. Besides, we are the one stop celebration place which is suitable for everyone. Our photographer service is one of strength for us that our competitors did not provide.
4.2 Weakness
Themes costumes will be difficult to handle the costumes because we have to make sure all of it are always in good condition and clean. The way to get those themes costumes is limited. We only can provide few choices of theme for the customer at a same time, change of new theme take time for renovation.
4.3 Opportunity
It will be a good opportunity to enter the market because there is not any restaurant provides this unique feeling for the customers. Malaysian like to seek for best food and best restaurant, our target market is huge that we serve everyone in every age stages.
4.4 Threat
People follow trend as fast as the speed of light, but trends change as fast as the speed of light as well. We must keep on make something new and unique to maintain our income.
5.0 Target market
Our target customers are from the youngest to the eldest from the age of 15 and above. However our consumers can be everyone because our food and place is suitable for everyone. Our customers and consumers will be who want to celebrate some memorable day example like birthday, family day and so on.

6.0 Marketing Plan
6.1 Short Term Goal
As the most unique theme restaurant in Malaysia, we set marketing goals in order to provide efficient and better services to the customer and also make sure revenue increase. Laugh Out Loud Themes Restaurant aims to create awareness in the short term period. Besides, we ensure our customers satisfied with our service and affordable price and also let everyone know that we provide a high standard service.
However, Laugh Out Loud Themes Restaurant is expected to increase turnover by advertising and promoting brand awareness. We promote our advertisement via well-known radio stations including Era Fm, Hit Fm and My Fm. Therefore, we also using the power of internet by using lower budget to promote awareness, there are social networking service and website such as Facebook and Twitter, blog advertising community which are Nuffnang Company and ChurpChurp Company, and discounted deal website like Groupon Company and Milka deal Company. With those advertisement and promotion could attract every range of customers including children, teenagers, adults and the old ages.

6.2 Long Term Goal
As Laugh Out Loud Themes Restaurant can provide variety services, we also expect many competitors are doing the same business like us. Hence, we are not only maintained our business yet we also expand the range of our services. In the coming years, we will provide special services for customers. Customers can choose their designated place to celebrate theme party such as held a theme party at their house. Other than that, we also provide different food choices according to the theme. If the customer would like to hold a Japanese cultural theme party, they can enjoy Japanese food and dessert.
In addition, our long term goal is to achieve to be the top best theme restaurant in Malaysia and with the best reputation and public praise within five years. Next, our restaurant could get a great affirmation and to get honor and awards such as HAPA Best Casual Dining Restaurant and Best Service Award, etc.

7.0 Marketing Mix
7.1 Product and services One of the major competitive advantages that Laugh Out Loud gain from its competitors is the restaurant provides different themes to the customers. Mostly customers like some kind of freshness, they may not like to experience the same thing over and over again. Due to this reason, we came out with variety themes ideas in order to satisfy their needs. For example, our restaurant will offer different themes on variety festivals that match with costumes to increase customer’s satisfaction level.

7.2 Place
Laugh Out Loud Themes Restaurant is located at Scott Garden (Figure 1). Customers can easily visit the restaurant and ample parking is provided to them. They are able to enjoy their food in a comfort and clean environment.
7.3 Price Laugh Out Loud Themes Restaurant provides high standard food and services quality to customers with reasonable price. We are able to do so because we enjoy the benefit of low purchasing price for raw food ingredients by bargaining with other restaurants and make large purchase. Besides, the reason that we can charge at reasonable price because of the rental fee of restaurant is not high as its place at Old Klang Road. It is way cheaper to compare with those big shopping mall in the city.
7.4 Promotion In order to gain more customers, Laugh Out Loud Themes Restaurant focuses more on the promotion. We give flyers at shopping mall and school area to create awareness to public, and largely make use of the internet promotion tools. Moreover, hire a celebrity as our ambassador is one of the ways to promote the restaurant in our long-term plan.

8.0 Operational Plan
Service execution time line
Laugh Out Loud Themes Restaurant will follow this service execution model to enter in the restaurant industry. Task | Execution Period | | June 2013 | July 2013 | August 2013 | September 2013 | October 2013 | November 2013 | December 2013 | Choosing Location | √ | | | | | | | Website Development | | √ | | | | | | Hiring, Training and admin staff | | | √ | | | | | Advertising | | | | √ | √ | √ | | Opening of Restaurant | | | | | | | √ |

Firstly, we choose Scott Garden as starting point to implementing our business. We also do some advertising such as website developing and flyers to attract more customers. Before starting the business, we hire employee and admin staff. We also provide training so that they have better understanding about our business mission and vision. Lastly, we plan to start out business at December 2013.

Licenses and permits that need to start restaurant business
1. A License for Business from Suruhanjaya Syarikat Malaysia
2. A Food Handler's License or Permit from Malaysian Food Association
3. A Sign Permit
4. A Music License
5. Fire Certificates

9.0 Promotion Tools
9.1 Company logo

9.2 Slogan
Our slogan is ‘Happy Sweet Moment We Do’, which means we put our best to let our precious customers to have a memorable day.
9.3 Flyers

10.0 Industry Analysis As successful businesspeople, he or she needs to have a good model to analyze the industry. One of the models that can be used to analyze the market is the Porter’s Five Forces. This model explains how the five forces determine the industry attractiveness and the industry profitability (Michael E.Porter 1979). These five forces include threat of new entrants, threat of substitutes, bargaining power of suppliers, bargaining power of buyers and rivalry among existing firms.
10.1 Threat of New Entrants
Market will become more competitive when there is new entrant in the industry. New entrants might result in decrease profitability and thus it reduces the attractiveness of the industry (QuickMBA, 2010). In order to keep growing in the industry, the existing firms need to create the barriers of entry to the new entrants. Low entry barriers enables the new competitors enter the industry easily and take advantages over the existing firms. In order to prevent new entrants in the industry, Laugh Out Loud Themes Restaurant creates entry barriers by providing the high quality such as food freshness guarantee and supply customer with the best theme restaurant at the lower price in the industry. Besides, the restaurant also positions itself as an up-to-date theme restaurant because we keep on update and change our theme based on the latest trend in the global and hired fashion designers to design the costume that match with the given theme in orderto attract more customers.
Market will become more competitive when there is a new entrant in the industry. New entrants might result in decrease profitability and thus it reduces the attractiveness of the industry in order to maintain growth in the industry, the existing firms need to create the barriers to entry to the new entrants. Low entry barriers enables the new competitors enter the industry easily and take advantages over the existing firms.
10.2 Threat of Substitutes
Substitute product might affect the industry attractiveness and profitability. Threat of substitutes occurs when the demand of the product is affected by the price of the substitute product. In order words, the substitute product might affect the product’s price elasticity. As we know, price becomes more elastic when there are many substitutes available in the market and customer have more alternative product to choose. Price makers are difficult to set higher prices when the product itself had close substitute in the market (QuickMBA, 2010).
In our case for example, there are other competitors that offered only one theme restaurant to the customers. However, Laugh Out Loud restaurant not only offered one theme but different theme based on the latest trend in the global. Unlike others, the restaurant also provided attractive costume for the customers so that they are able to enjoy themselves in the theme with the costume provided. Customers who want to enjoy themselves not only with the ambience provided to them but also experience it in the different way will definitely visit Laugh Out Loud restaurant. Therefore, there are few competitors for Laugh Out Loud restaurant because most of the competitors only focus on one theme rather than different theme restaurant.
10.3 Bargaining Power of Suppliers
One factor that will affect the price of the product is the suppliers. Firms are able to set high price when there are lots of suppliers in the industry. In a restaurant industry like Laugh Out Loud restaurant, the suppliers would be those who supply raw food ingredients, the employee who provide services to the customers and the chef who cook for the customers. The bargaining power of suppliers tends to be low for Laugh Out Loud restaurant because it is easy to find supplier for raw food ingredients. We can find and compare the prices from different supplier in order to get the lower price for the raw food ingredients. Furthermore, hire employee is not a big issue for the restaurant because the company can easily get employee through walk-in interview. Therefore, those suppliers had few power of bargaining as Laugh Out Loud restaurant can easily find alternative suppliers in the industry.
10.4 Bargaining Power of Buyers Buyers play an important role in an industry because they are the one who create demand in the industry (Retzepis 2010). When the bargaining power of buyers is high, it forces the firm to lower the price and thus reduce the profit of the firm. Factor that affect the bargaining power of buyers are switching cost, buyer volume, number of buyer and etc. Buyers have more bargaining power when there is only a few numbers of buyers in the industry, products are standardized, and buyers are extremely price sensitivity. Laugh Out Loud restaurant for example, the customers have low-moderate bargaining power as there are only fewer theme restaurants that available in the market. Besides, Laugh Out Loud restaurant is the only restaurant that provides costume that match with the theme to the customers. As a result, consumer would have to pay at the price that we had set as they have low bargaining power.
10.5 Rivalry among Existing Firms Competitors are those who produce the similar product or services in the industry. Factors that influence the intensity of rivalry are degree of differentiation, the structure of competitors, switching cost and exits barriers etc. It is more difficult for the existing firm to earn high profit when the degree of rivalry is high. High degree of rivalry occurs when there are large numbers of firms competing with each other for customers, low switching costs and high cost of leaving the industry (Retzepis 2010). Laugh Out Loud restaurant has some degree of rivalry as it has competitors that offer theme restaurant to the customers so that customers are able to choose which restaurant to visit.

11.0 Macroeconomic Analysis
When a new entrant came into a market, the company needs to do a lot of research and analyze the market. Besides using the Porter’s Five Forces, one of the models that can be used to analyze the market is macroeconomic analysis. It could help the business to analyze will customers have enough money to buy the products and to determine the production will be welcomed by the market (ReemHeakal, 2011).
11.1 Demographic
Demography environment is one of the major interests to marketers because demography environment involves people and people make up market. Population of Malaysia increased year by year and each household has at least one or two children. Other than that, each household income is growing year by year as Malaysia is turning to a more advance and prosperous country. Customer’s spending power will be stronger and they will consume more. For an example, majority of customers will celebrate their family day or birthday in restaurant, as the target customers of Laugh Out Loud restaurant are suitable for everyone. Laugh Out Loud restaurant can fulfill different customers’ needs and provide the best service and happy memories to them.
11.2 Political and Social Environment
In recent years, 1 Malaysia programmers has launched by Malaysian Prime Minister Najib Tun Razak which promoting unit in diversity. 1 Malaysia concept could help in raising tolerance towards the different religions, cultures and traditions as Malaysia is a multi-racial country (Najib, 2012). In addition, Laugh Out Loud Themes Restaurant will apply for “Halal” because Malaysia social major is Malay citizens. Then, Laugh Out Loud Themes Restaurant will design theme for different festival like Hari Raya, Chinese New Year, and Thaipussam. Laugh Out Loud Themes Restaurant is not only serving for particular race but also for different races to attract more customers to dine in restaurant.
11.3Technology
In the technology era, new technology is replacing the old technology and it brings lots of advantages to customers. Laugh Out Loud Themes Restaurant offers the online website services such as online reservations and online booking. Customers are able to avoid queuing and it will reduce their waiting time. The online services bring convenience to customers especially for working adults. Working adults can make booking in anytime through online and smart phone application. Smart phone user like IPhone and Android user are able to use phone application to review the location of Laugh Out Loud Themes Restaurant and they can make payment by using online transaction like maybank2u. Security and reliability of online transaction will be guaranteed by Laugh Out Loud Themes Restaurant. Besides that, Laugh Out Loud Themes Restaurant provided iPads ordering system. iPads will display on every table for handling complex orders quickly, efficiently and accurately (Tan Yi Liang, 2011). However, iPads ordering system is highly potential to replace the service by workers and ordering papers.

12.0 Interview
Interview (1)
Interviewee: Owner of Bintang Bread Bakery &Perpertual Million Sdn Bhd
Name: Mr. Low Sooi Futt 1. What do you think of the business plan? Will it be feasible in the market?
This business plan idea is very good, because the restaurant have seasonal theme. Customers will feel fresh and amazing about the different theme because it based on the seasonal like New Year season, Christmas season and Hari Raya Season. Besides that, the food menu will change when the next season coming and different kind of cuisines based on the different themes. 2. What will be the drawbacks that this business plan might face?
Renovation fee will be very high because the restaurant has to change the theme frequently. The fee that hire professional person to change the different theme is expensive too. Other than that, Laugh Out Loud Themes Restaurant can use the cheaper way to advertise the restaurant by using social network. 3. What are the recommended strategies for this business plan?
Laugh Out Loud Themes Restaurant must make sure that customers will revisit the restaurant again. The services that provided must be good and the food quality must maintain very well. Customers should feel comfortable with the environment. Besides that, design of the theme must change and it cannot repeat. Laugh Out Loud Themes Restaurant could hire singers to perform at every weekend to increase the customer flow. Other than that, television and Wi-Fi should be provided. Most of the restaurant has provided television and Wi-Fi now. 4. How do you think what kind of responses will receive from the target market about our themes restaurant?
Teenagers and family would have a try on Laugh Out Loud Themes Restaurant. Teenagers will interest on the different theme and family can enjoy their meal. However, Laugh Out Loud Themes Restaurant is a good place for family to dine in. 5. What is your perception about the restaurant industry in our country?
Restaurant industry in our country is good and it remains in the stage of vigorous development and also has a lot of room for improvement. Nowadays, teenagers are more inclined to the fashionable restaurant. They will drive the restaurant industry to the better way.

Interview(2)
Interviewee: Owner of Nihon Kai Japanese Restaurant
Name: Ms. Ng 1. What do you think of the business plan? Will it be feasible in the market?
The business is good and I think it will be feasible in the market. People nowadays will likely to choose outside places for celebration rather than celebrate at home. Besides, the unique themes ideas and themes costumes are very interesting. 2. What will be the drawbacks that this business plan might face?
The first problem I think is on the food menu. If you want to provide different kind of cuisines, you must hire more chiefs because one chief must not know how to cook all the cuisines. Secondly, senior people must not interest to try it and even some lower income family will avoid spending more in celebration, they will prefer for a simple celebration. 3. What are the recommended strategies for this business plan?
The business may launch a membership card to promote and enhance customer relationship loyalty. Next, apart from different themes, it also can have some different weekly special activities, for example organize some musical performance on every Saturday. 4. How do you think what kind of responses will receive from the target market about our themes restaurant?
I think those young people will more likely to try it. They will spread the news to their friends and family if they are satisfied. It will become a trend among the youngster. However, eldest people will have slowest response to it. 5. What is your perception about the restaurant industry in our country?
Malaysia restaurant industry seen like a heaven from many people’s view, they think that the industry provides lots of opportunities but however, every business has its own treats. When you saw many restaurants open, there is also many restaurants close at the same time. The passionate and ability to maintain the food quality and services are the main thing require to survive in this industry.

13.0 Competitors
There are similar services being used in other countries found using secondary sources. There is a Robot-Staffed Restaurant which also provides similar services as our restaurant for customers. This restaurant is located at Nuremberg, Germany. It has replaced its waiter and waitress with a completely automated system that delivers meals to diners via a gravity-powered rail system (Adam Frucci, 2007). However, that might be kind of cool for the customers, but this service may lack of personal interaction. There are also current competitors found locally in Malaysia that might pose as a threat to our themes restaurant. For example, Tenshi No Café, Toilet Bowl Concept Restaurant and other themes restaurant. Tenshi No Café is located at Mutiara Damansara, Petaling Jaya. The waitresses are dressed like French maids and the restaurant are decorated with lots of Japanese figurines (Mei Yee, 2011). Others, Toilet Bowl Concept Restaurant has few outlets, the restaurant has designed base on the bathroom concept. It may pose as a current threat to us.

14.0 Conclusion
After finish conducted the interviews and information research, we strongly believe that our business plan will feasible in the restaurant industry. They might have some problems in the short-run but it will be solving in the long-run. One of the problem might be is the chief may not know how to cook all kind of cuisines, it needs higher cost to hire more chiefs or cookers who is professional in different kind of cuisines, and it can be solve in the long-run as our business growing fast and maintain high revenues. Other than that, restaurant industry is a necessary and needed in the whole world. Everyone needs food. Our theme restaurant could satisfy customer needs. An entrepreneur must have characteristics such as passion for business, execution intelligence, and tenacity despite failure. We will set our mind-set positively, and will not easily give up and maintain our passionate into the business, and lead our company steps over all the obstacles and being successful in the future.

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16.0 Appendix

(Figure 1) Scott Garden, Old Klang Road, 58100, Kuala Lumpur

(Figure 2) Interviewing Mr Low at his office

(Figure 3) The Owner of Nihon Kai Restaurant, Mrs. Ng