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1. FOUNDATION IN NATURAL AND BUILT ENVIRONMENTS
INTRODUCTION TO BUSINESS (BUS30104)
CHARITY DRIVE REPORT
PRETTY PASTRIES
Group Members:
1. Bridget Tan Su Ting (0318370)
2. Ahmad Razin (0318779)
3. Claudwie Tan Wan Sien (0317997)
4. Ahmad Ashraf (0317744)
Date: 28th November 2014

2. 2
Contents
a. Executive Summary……………………….………………………...……3
b. Objectives………………………………….………………………..……4
c. Target Market……………………………………………………….……5
d. Competition Analysis…………..………………………………...………6
e. Product and Packaging………………………………………….....……8
f. Pricing Strategy…………………...………………………….…………12
g. Marketing and Promotion..….…………..……………..……………..…13
h. Sponsors…. …………………………...……..…………………...……15
i. Distribution and Sales……………………………………………..….…16
j. Green Measures.…………………………………………………….…..17
k. Human Resource Planning……………………………………..….……18
l. Evaluation of Results & Conclusion.………...………………..…..……20
m. References………………………………………………………………23
n. Appendix...……………………………….…….…….…………………24

3. 3
Executive Summary
Pretty Pastries is a non-profit charity drive booth, started by a group of four
students in order to raise funds for a charity organization. The bus iness took
place over a duration of five days in the course of a charity drive event at
Taylor’s University Lakeside Campus.
This charity event is the final assignment of the Introduction to Business
module for the Foundation in Natural and Built Environments course. All the
proceeds earned from the booth are required to be donated to a selected charity
organisation, National Cancer Society of Malaysia (NCSM). Pretty Pastries
sold a varied range of products such as cupcakes, muffins, brownies and
cookies.
Pretty Pastries was owned and managed by four students. These students are
Ahmad Ashraf, the group leader; Bridget Tan, the accountant and product
manager; and Ahmad Razin and Claudwie Tan, the marketing executives. The
capital of the business was sponsored by a list of corporate entities that were
vital to its success. They are Just Heavenly Café, Jurutera Perunding
Primareka Sdn Bhd, IOI Properties Group Bhd, Stratos Consulting Group Sdn
Bhd and KLK Land Sdn Bhd. The total amount of money raised through
sponsorship is RM3000. Pretty Pastries was located at Taylor’s University
Lakeside Campus. The population at Taylor’s University Lakeside campus
consists of the students, lecturers and staff which were impending customers of
Pretty Pastries. A total profit of RM5159 was made during the five day
duration of business operation. The entire proceeds were donated to National
Cancer Society of Malaysia (NCSM).

4. 4
Objectives
 To raise money for a charitable organisation. The National Cancer Society
of Malaysia was selected as the recipient as the group has family members
and friends affected by cancer. The society aims to create an understanding
of cancer that leads to prevention and early detection. It also aims to
educate the public on the best possible care and support available for those
affected by cancer.
 To provide an opportunity for the public to contribute to a worthy cause.
 To target a profit of RM2500 over five days to donate to the charity.
 To achieve the target with care and responsibility.

5. 5
Target Market
1. Students at Taylor’s University Lakeside Campus:-
a) Total student population – approximately 20,000;
b) Mixed gender and race – Malaysians 65%, Foreign students 35%;
c) Mainly aged 18 to 24;
d) Mid to high income families;
e) Have a taste for desserts such as pastries;
f) Caring students who do not mind donating to a worthy charitable cause.
2. Lecturers and staff at Taylor’s University Lakeside Campus :-
a) Mixed gender and race, Malaysians and Foreigners;
b) Aged 25 to 50;
c) Mid to high income;
d) Interested in purchasing desserts such as pastries;
e) Do not mind donating to charity.
3. Visitors at Taylor’s University Lakeside Campus:-
a) Mixed gender and race;
b) Various ages;
c) Mid to high income;
d) Interested in purchasing desserts such as pastries;
e) Do not mind donating to charity.
4. Friends and relatives of the students
a) Mixed gender and race;
b) Various ages;
c) Mid to high income;
d) Interested in purchasing desserts such as pastries;

6. 6
e) Do not mind donating to charity.
Competition Analysis
After a market survey through observation and sample interviews, we decided
on our “Pretty Pastries” project. The products provide good nutritional value
and satisfy the cravings of both students and lecturers alike.
The direct competition to our plan to market “Pretty Pastries” would come
from the existing outlets “Backofen” and “Tiffin” at Taylor’s University
Lakeside Campus (TULC). They are both selling main meals with a variety of
pastry desserts such as cakes, doughnuts and puddings. The strengths of both
are that they are established outlets at TULC and their pricing is relatively
affordable. For example, the cakes at Backofen are sold at RM5 a piece. They
also offer a wide variety of flavours including favourites such as Red Velvet,
Lemon Meringue and Tiramisu.
Tiffin

7. 7
Backofen
Their weaknesses however include a lack of attractive packaging and some
gaps in their dessert offerings in that they do not sell cupcakes and muffins
which are growing in popularity among Klang Valley residents. They do not
publicly show they contribute part of their proceeds to charities and hence may
not compete so well against more philanthropic food operators nearby. At the
same time, they do not advertise regularly on social media and do not carry out
aggressive direct selling.
Their customers buy from them out of familiarity and convenience as well as
because of the favourable taste and pricing. Their service is also quite good
and fast.
Based on this analysis, our team decided to sell desserts which are lacking at
these two outlets at equally reasonable prices. We also decided to package our
desserts attractively to capture the attention of the target customers.

8. 8
Product and Packaging
1. Cupcakes
Description
The cupcakes were sponsored from Just Heavenly Café. There were two types
of cupcake flavours: the popular Chocolate and Vanilla. The two flavours were
chosen because they were the café’s most popular flavours, and by inference,
should also be appealing with the target market.
Features and Benefits
The decorative icing on the cupcakes made the cupcakes very attractive and
tasty.
Packaging
The cupcakes were packaged in unique Cherry “Cute” cupcake boxes. These
boxes are durable and easy to handle. The eye-catching packaging is itself a
form of promotion and would also trigger impulse buying.

9. 9
2. Muffins
Description
The muffins sold were purchased wholesale from a bakery called The
Raspberry Cake House. The muffins were plain butter with raisin muffins.
Features and Benefits
Plain butter with raisin is commonly well-liked and therefore customers were
familiar with the flavour and did not hesitate to purchase this product.
Packaging
The muffins were packaged in unique Cherry “Cute” Cupcake Boxes. These
boxes are durable and easy to handle.

10. 10
3. Triple Espresso Brownies
Description
The Triple Espresso Brownies, sponsored by Just Heavenly Café were fudgy,
chocolaty temptations topped with coffee crème and studded with chocolate
chips and walnuts.
Features and Benefits
The brownies were crispy at the surface and soft and chewy on the inside.
They did not turn stale very quickly and could be kept out of the fridge for a
week. Brownies are also a popular dessert in the Klang Valley and would thus
appeal to the target market.
Packaging
The brownies were packaged in airtight plastic bags to prevent them from
becoming stale and tasteless.

11. 11
4. Chocolate Chip Cookies
Description
The Chocolate Chip Cookies were freshly homemade and sponsored by a
friend. They were made so that they were chewy and soft.
Features and Benefits
The cookies were baked every day and therefore do not become stale very
quickly. They were sold fresh and gave off an irresistible rich chocolate scent.
Packaging
The cookies were packaged in brown paper bags to promote a greener
environment. They were stored in an airtight container to prevent them from
becoming stale and tasteless.

12. 12
Pricing Strategy
The prices were deliberately set slightly higher than the open retail market to
achieve a higher profit margin. However, we were confident that we could
achieve our sales target, as we had faith that the caring students and lecturers at
TULC would be motivated to contribute to a worthy charitable cause.
Product Selling Prices:-
 Cupcakes – RM5.50 per unit;
 Muffins – RM3.00 per unit;
 Triple Espresso Brownies – RM2.50 per unit;
 Chocolate Chip Cookies – RM5.00 per unit.
Product Cost Prices:-
 Cupcakes – Sponsored;
 Muffins – RM1.30 per unit;
 Triple Espresso Brownies – Sponsored;
 Chocolate Chip Cookies – Sponsored.
Strategies:-
 Bulk discount - 2 cupcakes at RM10;
 Bulk discount - 2 muffins at RM5;
 Attractive stall with clear signs;
 Location of stall along a busy main walkway at TULC;
 Direct selling - We walked around campus to sell the products;
 Off shore sales - We ventured to other campuses such as Sunway
University, Taylor’s College and INTI College to sell the products and to
ask for donations.

13. 13
Marketing and Promotion
Our main marketing message was “Be aware and show you care.”
Our two main tools for marketing our products were:-
1. Hand-produced attractive posters
Our posters were published on the bulletin board behind our booth to
attract customers and to provide them the knowledge of our cause. The
colourful hand-produced posters enticed many customers to learn more
about our products and our cause.
2. Direct face-to-face conversations
We walked around the campus to promote our booth to lecturers and
students. This method was very effective as we were given the
opportunity to explain to people about the event, motivating and
providing them with an opportunity to contribute to a worthy cause.

14. 14
Among the other strategies were:
1. Instagram;
2. Emails;
3. Sponsorship letters;
4. Telephone calls;
5. Giving free samples of products (brownies and cookie bits);
6. Mobile phone text messages.

15. 15
Sponsors
We approached both individuals and corporate entities for sponsorship. We
aimed to catch the attention of a few corporate entities that were supportive of
our cause and have the financial capacity for larger amounts of donations.
We targeted product suppliers in the hope that we can help promote their
products.
We approached these outlets and corporations through sponsorship letters as
well as face-to-face meetings.
In this charity drive, we managed to collect a total of RM 3000 cash and
products from the following corporate entities:-
a) Just Heavenly Café – 110 cupcakes and 160 triple espresso brownies
worth RM 1368;
b) Jurutera Perunding Primareka Sdn Bhd – RM 1000 (Cheque);
c) IOI Properties Group Bhd – RM 1000 (Cheque);
d) Stratos Consulting Group Sdn Bhd – RM 500 (Cheque);
e) KLK Land Sdn Bhd – RM500 (Cheque).
Initially we had planned to utilise part of the donations to purchase ingredients
to make cupcakes. After a few unsuccessful attempts, we decided on purchasing
the products from reliable suppliers. This “outsourcing” turned out to be more
efficient and profitable.

16. 16
Distribution And Sales
Our products for the charity drive were collected from suppliers early each
morning and brought fresh to TULC by car (vehicles owned by group
members). The products were then brought to our stall and set up to be sold.
The products were not replenished throughout the day as the number of
products expected to be sold were estimated through calculation of expected
sales volume to be made each day. This is to ensure that the quality of the
products are fresh and sold within the day. The quantity of products sold each
day was also controlled by the amount of profit generated after each sale; it was
essential for the target to be reached each day. All products were set up before
we started selling such that customers did not have to wait for our products. Not
only that, we also walked around campus while carrying our products on trays
and display boxes to make it more convenient for customers to purchase our
products. Customers were also given the opportunity to order products by calls
and text messages. Some days when initial sales were slow (or when group
members had to attend classes), the volume was made up by more aggressive
sales methods – like more convincing sales talk and louder calls. In the end, no
attempts at stock clearance discounts were necessary.
There was a slow day when we had to venture “off shore” to Sunway
University, Taylor’s College and INTI College to speed up sales.

17. 17
Green Measures
a) Recycling
Recycle bins were set up behind our stall to collect any recyclable wastes
and put them in the campus’s recycling bins at the end of each day in
order to protect the environment.
Labels for products were written on recycled cardboard to minimise
unnecessary wastage of paper.
b) No Littering
We placed bins nearby our booth and immediately disposed of any wastes
to prevent customers and group members from littering the ground.
c) Ask and It Shall Be Given to You
In order to prevent wastage of plastic bags and paper packages, they were
only given to customers after asking for their preference.
d) No Waste
All products were sold (and presumably eaten) with no perishable
products having to be discarded or wasted. Our selections of products not
only look good but we believe also provide good nutrition and
nourishment to students.

18. 18
Human Resource Planning
With the objectives in mind, we elected a group leader and divided out the work
among the group members. There were group brainstorming sessions to discuss,
analyse and evaluate ideas. Research was carried out to decide on the product,
budget and target to be achieved.
We deliberated the financial plans to ensure that we could attain the goal of
earning a minimum income of RM2500 within five days. Although we had only
a small booth with only four staff, we managed to split the work
responsibilities. Nevertheless, there were a lot of overlapping, helping out and
complementing each other. There were areas where all were heavily involved
in, e.g. sales.
Organisational Structure
Group Leader
(Ahmad Ashraf)
Finance
(Bridget Tan)
Accountant
(Bridget Tan)
Product Manager
(Bridget Tan)
Sales Executive
Promotion and
Marketing
(Claudwie Tan)
Receptionist
(Ahmad Razin)
Ahmad Ashraf, our group leader was accountable for the preparation and
management of Pretty Pastries. Bridget Tan, our accountant was accountable for

19. finance, handling and administering daily operations of financial records
outstanding and receivable, cash receipts, and contributed in the preparation of
the business report. Bridget, also our product manager, was in charge of the
acquisition and accounts of the product stock. Furthermore, Claudwie Tan who
was responsible for the promotion and marketing hand-prepared our
promotional posters and led deliberations on advertising approaches. Ahmad
Razin, our receptionist, was in charge of promoting products to customers at our
booth and publicised our movement for the National Cancer Society of
Malaysia to customers. Overall, we managed to accomplish our goals by
functioning efficiently as a team due to our effective preparation and planning
which allowed us to work well together.
19

20. 20
Evaluation of Results & Conclusion
The objectives we listed to achieve in our business charity drive project were to
gather support from sponsors, find suitable suppliers, achieve a profit of RM
2500 and donate our funds, sales income and collected donations effectively to
National Cancer Society of Malaysia (NCSM). An effective plan with time line
was laid out with clearly identified tasks for each group member. Every
member was assigned their individual errands based on their strengths and
proficiency in this coordinated team effort.
Firstly, we approached several companies and people and requested for their
sponsorship. After numerous endeavours, we successfully gathered RM 3000. It
was initially quite difficult and challenging to convince suppliers to provide us
goods at cheaper prices. We had to make adjustments in deciding what
products to sell and the sourcing methods. However, in the end, through
perseverance (and numerous rejections), we managed to locate suitable
suppliers and our business was able to run smoothly.
With the cooperation of every group member, we managed to effectively run
our business from 8am to 6pm every day. We took shifts and set up a duty
roster to be able to attend classes. The time management system we used was
very efficient and it did not adversely affect our business or our classes.
In conclusion, we feel that our objectives were achieved and the business was
run effectively during its five day duration. We managed to exceed our targeted
profit of RM 2500 and we also felt that we managed to raise awareness for
NCSM, our chosen charity organization. We felt fulfilled and satisfied that we
were able to donate our entire profit to NCSM and in so doing, contribute to a
good cause.

21. However, there were times when we received discouraging responses from
customers who would either ignore us or even insult our products. We accepted
this as constructive feedback. This dismayed us and there were times when our
low morale affected our sales. Nevertheless, we pulled ourselves together and
motivated ourselves to persevere in our objective of contributing to what we
believe in. We managed to learn a crucial lesson and that is, people will voice
what they want to voice and we must not allow it to discourage us. So, if asked
what we would have done differently, we would have unquestionably ignored
the negative condemnation received and instead have confidence in ourselves
and our cause.
21
Video Link -
https://www.youtube.com/watch?v=1jfMUlvnbsg&feature=youtu.be

22. Revenue Cupcake Muffin Brownies Cookies
Sales RM 3,035.00 S. Price RM 5.50 RM 3.00 RM 2.50 RM 5.00
Less: Cost of Goods Sold RM 325.00 Units 110 500 160 106
Gross Profit RM 2,710.00 Rev RM 605.00 RM 1,500.00 RM 400.00 RM 530.00
Add: Donations RM 3,000.00
Adjusted Gross Profit RM 5,710.00
Cupcake Muffin Brownies Cookies
Less: Operating Expenses C. Price RM - RM 1.30 RM - RM -
Typhoid Vaccine Injection RM 240.00 Units 110 250 160 106
Ahmad RM 60.00 Rev RM - RM 325.00 RM - RM -
Razin RM 60.00
Claudwie RM 60.00
Bridget RM 60.00
Advertising Expenses RM 96.00
Cupcake Boxes RM 215.00
Total Operating Expenses RM 551.00
22
The Financial Results
Income Statement of Pretty Pastries Charity Drive Event
Net Profit RM 5,159.00
Sponsorship cheques received before commencement of business - RM 1500.00
- out of which RM 880.00 was utilised as capital for the "Pretty Pastries" business
- which generated a gross collection (total sales proceeds) RM 3 039.00.
- Thus the net profit was RM 3,039 less RM 880 = RM 2 159.00
- with a return of RM 2 159/RM880 = 245.30% which is good.
Sponsorship checks received late, i.e. another RM 1,500 was banked in and accumulated
for contribution directly to NCSM.

23. 23
References
National Cancer Society Malaysia (NCSM). (2014). National Cancer Society
Malaysia. Retrieved from http://www.cancer.org.my/
Skelchy, N. (2011). Just Heavenly Cafe | Just Heavenly | Designing Dreams,
Serving Pleasure. Justheavenly.biz. Retrieved from http://justheavenly.biz/just
heavenly-cafe/
OpenRice Malaysia. (2014). Backofen (Subang Jaya). Retrieved from
http://my.openrice.com/klangvalley/restaurant/backofen/67866/

24. 24
Appendix
Our booth
A customer posing for the camera

25. 25
Handwritten labels on recycled cardboard
Donation cheque

26. 26
Sponsorship letter to Just Heavenly Café

27. 27
Sponsorship letter to Stratos Consulting Group Sdn Bhd
Sponsorship letter to IOI Properties Group Bhd

28. 28
Sponsorship letter to KLK Land Sdn Bhd
Record of clearance of donation cheques

29. 29
Receipt of typhoid vaccine injection
Receipt of cheque deposit
Receipt of cheque deposit

30. 30
Receipts of purchase of muffins
Sales receipt booklets (six in total)

31. 31
Sample of sales receipt

32. 32
Samples of sales receipts

33. 33
A visit to NCSM
Passing the cheque to Ms Sue, one of the founders of NCSM

34. 34
Receipt of donation
Chatting with one of the patients (with brain cancer) from the Children’s Home of
Hope at NCSM

35. 35
Dr. Sulaiman Tamanang (radiologist) explaining about breast cancer
Ms Sue showing us around the Resource & Wellness Centre