MGT 338 Employability & Entrepreneurship

1.0 Executive Summary

About our business we offer the service to ladies who just give the childbirth. We
also take care of the baby at the same time. We will offer the new mother with
professional service and product in addition with this the new mother will recover very
quickly and quality. The new mother can stay at our confinement center and also can stay
at her own house. We can send our workers to the new mother’s house to service for 12
hours. Our center is in Bangsar residential area and our target market is very widely as
well as our center is convenience to the people to find. Our Yo! Mama confinement
service center will target three main market women which are Malay, Chinese and
Indian. Because of Malaysia is a one which includes many nations’ country.

There have two competitors which are Peiling confinement center and SN-Nanny
confinement ladies service as well as there are some bad reputation and customer
dissatisfaction about this two confinement centre. We will bring competitors’ weaknesses
and improved it to become the strengths of our business. Our confinement centre will
include all the product and services offered by competitors plus our own set of strategy.
Our price is offer more choose for the new mother to choice.

Our Yo! Mama confinement service center has a strong and affective
management team. We have 25 confinement nannies, two specialized nutritionists, one
Chinese medicine doctor, one professional psychologist and one administration clerk.

We have the nannies that are all well-trained in their duties and have undergone a
strict medical examination to ensure good health before they are being sent to new
mothers’ home. Besides diligent and healthy, our confinement centre’s well-trained,
carefully selected and experienced confinement ladies’ working attitudes are guaranteed
as well. Expectant mothers are given the absolute right to select their preferred
confinement ladies and our confinement centre will thus arrange the ideal confinement
ladies for them. Compare with our competitors who just offer the new mothers 5 meals
one day and we will offer them 6 meals one day.

There have some opportunities in Malaysia to do the confinement business. One

is that there does not existing too much the confinement company as well as some place

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even do not have a confinement service center in Malaysia. Another one is that the
parents may be very difficult to find a trustful company to take care of their baby. Our
confinement centre can offer their trustful service. And the confinement business is a new
one in Malaysia and the fewer competitors here.

In the financial plan we estimate the total of cost is around RM 580000 and the
capital of our company is each partner need to contribute RM150000 as the capital of our
company. As our estimate the profit is around RM130000 per month, but the cost of
operational expenses is around RM 95000. According our estimate, we need to use 15
month company just will start earn profit.

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2.0 About Our Business

Our business is do the confinement service center to give the service to the lady
after they give the childbirth, our aim is to give the professional service and product to
the lady to improve their body. From our research, lady after they give birth to a baby,
they need to rest and at that time their body is very weak, so at the moment to have a
right and good conditioning to the body is a must to every lady, to make them can recover
to health from the trauma in a right way.

In Malaysia, the current confinement service center is not many, and some of the
place even didn’t have a confinement service center. The reason is some of the lady in
this century is not care about the important of the conditioning after they give birth to a
baby. So that maybe the lady don’t have the knowledge about the confinement, but this is
a truth if didn’t take care of body after childbirth, it will cause the lady will become weak
on their body, and also the some of the lady after they childbirth, they will become sullen.

So that, we see the opportunity to create a business to the confinement service,

one of the reason is the people seen the confinement service as not very important thing,
and hard to find a good and professional people to take care of them, and difficult to find
a trust company, because from our research some of the confinement service will abuse
the child and use not quality ingredient to give to their customers. The business now
available is not very professional and gives trust to their customers, and in addition, the
business is new in Malaysia, so that to do the business, we need to create the image of the
service to the citizen.

Seen the confinement service in Malaysia is not so popular, that already have
some of the company already establish in Johor Bahru, Penang, and Kuala Lumpur area.
Through our research, the Johor Bahru, Penang and Kuala Lumpur area people is in high
purchasing power. So the people in those places, the people will affordable to the fee of
confinement service. So that, we will open a confinement service center in the Bangsar,
as we know in Selangor already have the confinement service in Subang Jaya 2, Seri
Petaling, but the Bangsar is a place that is an affluent residential district place, the

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popular is with both Malaysian and expatriates, it has a big number of houses and
department blocks in Bangsar. (Tour Information Guide, 2010)

Although we meet the competitors in Selangor at the other place, but we believe
that we build our service center in Bangsar is a correct place, that have many people stay
at here, it can help us to increase our profit by earn the money from the people that
childbirth in the area. By giving the professional service to our customers, we believe that
our customer will have a very healthy body, after use our service and products.

2.1 Vision and Mission

2.1.1 Vision

We shall become a leading confinement center in Malaysia and solve the problem of the
lady confinement.

2.1.2 Mission

1. Give the best quality of products and service to our customers.

2. Company member must have the good attitude, effectiveness and efficiency
during working time.

3. To create awareness toward all the ladies in Malaysian about the import of takes
care of confinement.

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2.2 Company Background

We are a confinement service center, our company named as Yo! Mama

confinement service center, we provide a correct method to the lady in confinement
service after they give birth is very important. During the 1 month after the childbirth, is
the time to have a confinement service on the lady. Everyone have their own opinion of
how to take care of the lady during the 1 month after confinement, our company will give
the professional knowledge and method to take care and remind to the lady.

Our service and product is in professional method. We provide the foods,

massage, some talk and events to the lady and we also take care of the baby. They can
stay in our center that provides room and service to them. It is possible we distribute a
nanny to their house, if our customers request for it.

Other than that give the food, massage, event, to the lady, we also will remind the
things to the lady about the things they need to take care of. It is possible that to teach
them some easy exercise during the 1 month confinement. Certain confinement products
also will sell in our company. Besides we also help the lady to take care of the baby, seen
the lady isn’t having energy to take care of their baby. We will distribute the nutritionists
to checkup the lady and the baby, to see that what nutrition they need to their body.

Our center is in Bangsar residential area. Our target market is Bangsar citizen, so
that we build our Confinement center in the residential area, to give the convenience to
our customers. We use the shop to become our center, it is three shops together, and
inside got the room for event, the exercise room, the room for the lady and babies, café,
products sell area and the counter. We will have a good design and decoration to our
outlet to let our customer can enjoy and relax in our company environment.

We believe that our products and service will give the childbirth lady a good
environment and the body can smooth recover from the trauma to a healthy body, and can
carry on their work in their future with a healthy body. Baby will also have a good care in
the 1 month.

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3.0 Management Team

Recognizing the importance of human capital, our Yo! Mama confinement
service centre has assembled a strong management team. Our management team is
comprised of people with many years of experience in the confinement specific area and
business development industries. Our philosophy is laser like focus on the customer’s
needs.

Confinement nannies play as an important role to new mother during the

confinement period. We have around 25 confinement nannies inside our organization. All
of them have been a nanny in other confinement centre with good reputation. Besides, all
of them have obtained fifteen years of experience and above in this specific area. All of
our confinement nannies are responsible for taking care of the new mother, they know
how to plan, prepare and cook healthy meals and snacks for the mother, they also helping
in general chores such as doing laundry and so on. Besides, each of them has gone
through first aid training. Other than that, each of the confinement nannies has been
trained on how to give a proper massage for the new mother.

We have four nurses who will concentrate their duties on taking care the new born
babies. All of them have over ten years of working experiences in maternity department
in many of the private Hospital. They have an interest in children as individuals, and a
confident and positive personality. Besides, each of them has experience of working with
children of various ages, in a variety of different settings. The nurses will help each new
born babies doing massage, umbilical cord care, check the growth and development of
the situation and then record the baby’s growing in little detail such as body temperature,
body weight, body length and so on.

We have two specialized nutritionist who have over 6 years of experiences

working in a healthcare centre as a nutritionist. They able to work with patients with a
large variety of health concerns, ranging from weight problems to serious heart diseases.
They able to set a balanced nutrition food menu which consist of 6 meals a day according
to the mother’s physical specialized match, so that new mother can regain their physical

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strength and the supplement vitality while their little baby’s need will be provided for
too.

We have one Chinese medicine doctor in our confinement centre. This Chinese
medicine doctor has operated their own clinic and she has over twenty years of specific
experiences towards this area. This Chinese medicine doctor will guide dietary
conditioning and care according to the mother’s body.

We got one professional psychologist. This psychologist has over twelve years of
experience in this specific area. She able to visit all the mother everyday and
communicate with them. If they find that there is some confusion on mother’s
psychologically, then she will focus on arrangements for a longer time to answer the
mother’s problem. If found mother do not have any problem, then she will just simply
visit and send greetings.

We have one driver in our confinement centre. He has over fifteen years of
driving experiences by driving a taxi. He is punctual and responsibility. He able to deliver
the food and products to our customer on time and so on.

Lastly, we got one administration clerk. This clerk has a degree certificate major
in Business administration. And she has over 3 years of working experience in Inti
College at admin department as an admin assistant. She able to do paper work like filling,
typing and others. She has strong communication skills where she can communicate well
with the customers. She can speak at least five different languages such as Malay,
English, Chinese, Hokkien and Cantonese.

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3.1 Company and Legal Structure:

3.1.1 Organizational Chart with description:

Head of Partnership
Chief Executive
Ms. Aw Micquel

Financial Manager Marketing MANAGER Human Resource Manager

Mr. Lim Hong Yek Ms. He Ya Ms. So Wan Yoke

Ms. Aw Micquel, Head of partnership and chief Executive

The team is led by Ms. Aw Micquel comes to our confinement centre with 15
years of confinement experience. In addition to her industry specific experience, Ms. Aw
has had 3 years of management experience.

Mr. Lim Hong Yek, Financial Manager

Mr. Lim Hong Yek brings his financial skills to our confinement centre after 5
years of ACCA education and 8 years of certified public accountant (CPA) career.

Ms. He Ya, Marketing Manager

Ms. He Ya will lead the marketing efforts with her own set of competencies
having participated in her own public relation firm. Besides, Ms. He Ya has had 5 years
of experience as an assistant in one of the marketing department.

Ms. So Wan Yoke, Human Resource Manager

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Ms. So Wan Yoke will be on the team as a human resource manager with her
certificate in Master of Business Administration. Besides, Ms.So has had been an admin
assistant in one of the sales department over seven years of working experience.

3.1.2 Legal form of organization and Ownership structure of the business:

Currently our Yo! Mama confinement service centre is a general partnership

owned by four different partners which include Ms. Aw Micquel, Mr.Lim Hong Yek, Ms.
He Ya and Ms. So Wan Yoke. Company ownership will be divided equally among each
partner where each partner will obtain the same amount of percentage. Confinement
centre’s president, Ms. Aw Micquel will own 25% of the shares. Chief financial manager,
Mr. Lim Hong Yek will own another 25% of the shares. Director of Market development,
Ms. Heya will own another 25% of the shares. And lastly, senior assistant, Ms. So Wan
Yoke will own another 25% f the shares. Besides, companies’ liability will also share
equally among each other.

3.2 Intellectual Property:

For our intellectual property, we will register trademark for our logo. Trademark
actually is a mark that helps us distinguishes the goods and services of our company from
another.

In the view of economic, trade mark which is well known with a quality or
reputation and licensed or assigned as an economic asset. On the other hand, certificate is

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an important document of trade mark ownership in the course of trade or business.

(MyIPO, 2009)

It is to protect our company logo from get the register license from government.
We need to wait for 3 months since we send our logo to the government trademark
department. If it is successful to register the trademark from the government, the
company only needs to pay for the renewal fee 1 time in every 10 years.

4.0 Industry Description:

Although the confinement services industry is very competitive nowadays, but the
lifestyle changes created by modern living continue to fuel its steady growth. New
mothers are always lack of ability to take care for themselves and their babies. Trends are
very important and Yo! Mama confinement service centre is well positioned for the
current interest in lighter, number 1 in quality and services at acceptable price. The
confinement service business is now a middle largest industry in Malaysia.

In year one, our business will enter into introduction stage. This is the stage in
which our business just gets started. During this stage, our business will start from zero
and then let consumer to know about our business through promotion and advertising.

Coming to year two until year three, our business will now enter into growth
stage. Our sales will start to increase slower and smoothly. During this stage, our
confinement centre will continue doing a lot of advertising and promotion in order to

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attract more customers. During this stage, consumer getting aware about our services and
started to support our business.

Then our business will now enter year three to year four in maturity stage. During
this period of time, our business gets increase faster and faster because more and more
customers were getting involved into our business. Our businesses are in stable status and
mature.

In year five, our business profits will start to drop and enter decline stage because
of some reason such as new competitor enter into the market and others. So in order to
solve this problem, we will do more promotion and advertising. Besides, we will analysis
and research about current market and our competitors.

The predicated growth trend is very positive both in short and long term
projections. Modern living creates more demands, new mother will be compelled to use
confinement services. We estimate this service will increase as high as 50% over the next
five years because all women willing to spend a lot during that period of time by taking
care for themselves.

4.1 Target Market Description:

The market requires and consumer is looking for a highly qualitative and
quantitative product and service. The market needs help when the market wants help, and
our Yo! Mama confinement service centre will provide that. Our Yo! Mama confinement
service centre will locate in Bangsar, Kuala Lumpur. We choose to start our business here
is because there is no any confinement centre here. Another reason for us to start our
business here is because we have realized that Bangsar is a large residential area, mainly
for the affluent residents. As Bangsar is home to many of Kuala Lumpur‘s rich crust of
society, residents over there are all higher income group people and they willing to spend.

Malaysia is a multiracial country which consist three different major groups of

nationality with different races, religion and culture. There are Malay, Chinese, and
Indian. Our business will target on this three groups of women. Our confinement centre
will be in “Halal”. Our business is different from others where our business are not only
target on one racial groups which is Chinese but we also doing Malay and Indian

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customer’s business. As “1 Malaysia” is one of the hottest issue everyone is talking about
and government was support and encourage people to start concerning about this issues,
since our business was targeted on this three major groups of consumer, it may help our
business to achieve 1 Malaysia where we getting them together. We avoid discrimination
between races, religion and culture.

Our target market will come from three major segments which consists of people
which include new mother who are health conscious, new mother who are using product
and service offered by the top two competitors, and new mother who do not use any of
the confinement product and services. Our estimates are that each group represents about
1/3 of the market. In our target market, we will mainly focus on the “new mother who
health conscious” since they are the most prevalent and steady of customers. We expect
that the “new mother who using product and services offered by the top two competitors”
and “new mother who do not use any of the confinement product and services” group
will make up a smaller portion of our customers.

4.2 Competitor Analysis:

There are a lot of confinement centre nowadays in Kuala Lumpur. However, the
top two competitors are achieve. There are Peiling confinement centre and SN-nanny
confinement ladies service.

Peiling confinement centre, one of our competitors which located at SS2 Petaling
Jaya. Their price range from RM3000-RM3400 in which they sending their confinement
ladies to new mother’s house for 28 days. However, the price set for new mother to come
and stay at their centre will be range from RM5400-Rm6900 for both single and sharing
room in their centre. SN-nanny confinement ladies service also one of our strong
competitors which it located in Sri Petaling. There price range is from RM5000++ to
RM6000++.

Both of them are probably provide the same services. The only difference is
Peiling confinement centre provide seven days feminine rejuvenation that SN-nanny do
not provided. At the meantime, SN-nanny provided meals delivery services that Peiling

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confinement centre do not offer. However, both of them are selling the similar
confinement products.

However, there are some bad reputations regarding both of the competitors.
Certain customers felt so disappointed about their services provided. One of the cases
regarding to SN-nanny is that, customer dissatisfied with badly and not freshness food
provided, environment was so stuffy, air-cond is not cold and some are even leaking. The
person in-charge is so irresponsible. Another cases regarding to Peiling confinement
centre is customer felt dissatisfied because they do not get 100% nutritious soup as the
centre cares for so many mothers.

5.0Product Feasibility and Strategy

After the birth of a child, the recovery period which a woman’s body struggles to
return to its pre-pregnancy state we call it as confinement period. Usually, this period
needs one month. Actually, confinement time is a month which the new mother should
full of joy and welcome the new born life arriving to the earth. Thus, it is very important
for the new mother to go through this important period time with good healthy. One more
important that is the relaxing and happiness is also very important during the period of
confinement. We can offer the customers those kind of confinement service to make the
new mother has a healthy body.

At this time, the new mother needs pay more attention to the food, living
condition and food as well as the physical exercise. As the experts research, there has
some figures about the important things such as resting 20%, lifestyle 20% and food
60%. ( http://www.shlcares.com/?gclid=CMX7w6jI2KACFRFB6wodFlliDw ) From this
we can see that the food is very important to the new mother.

Thus, in order to meet the needs new mother, we provide requirements to the new
mother in our centre and we also offers the professional special cooking to the new
mother, they can eat inside our center and also we provide the delivery service to their
house.

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About the food we provide the new mother with combination of medicinal herbal
meals in order to make the new mother enjoy fresh, nutritious and delicious as well as the
dietary meals during the confinement period. After the new mother childbirth, we will
provide the medical checkup, to see that what nutrition they need, and we offer the
nutrition food to the new mother.

The new mother can stay inside of our confinement center and stay outside of our
center which the new mother can stay at her own house. The customers who stay at her
own house we will offer her 12 hours service from 7am till 7pm. The price about stay
outside of our confinement center will be RM4900 per month. We have 20 rooms here
and 10 for single rooms as well as 10 for twin-sharing rooms. The price for single room
and twin-sharing will be between RM5900-6900. At our center we offer the massage
service, TV, gyms, computer and events.

We also offer the products for both new mothers and babies. For new mothers we
have the product such as, Honey Ginger Juice, Ginseng Revitalizing and Moisturizing
Bath, Pureen, Stretch Mark Lotion and so on. For baby we have Avelit, Pureen, Bo Ying
Compound and so on. For the products details can refers to our appendix 1.

5.1Promotion and Advertising

Another one is that we can make a partnership with one famous cake company.
Because the confinement time is just one month so after that they can buy the cake from
our partnership with the promotion price. We also give 20% discount just for the single
mothers in order to reduce their living pressure.

Our center has corporate with the Obstetrics and Gynecology of private hospital.
If the new mothers come to our center and we will offer them RM100 coupon about
check the body at private hospital.

The advertisements of our magazine will include the coupon inside. People can
cut it from the magazine and get the promotion prices as stay outside only for RM4199
and stay inside only between RM5499-6499.

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5.2Channels of Distribution

About our confinement centre, we would like to choose website to promote it

first. As we all known that the technology is developing so fast that it affect our dally life.
We have our own website and people can find information and online booking for our
confinement service in our company. It is very convenient to the customers to browse our
website.

Nowadays, the woman’s position is developing in the society and people will pay
more attention to the woman’s feeling and living condition. We will find the TV
programs for introduce the importance of the confinement service.

We make the attractive advertisement and colorful that includes the picture of
lovely baby, beautiful workers and nice house at the newspaper and about the baby and
mother’s magazine to attract the people and can see our advertisement easily. We will
publish with four kinds of languages and they are Chinese, English, Malay and Damil.

5.3Pricing Strategy

We may be making a promotional pricing which we offer free checkup for one time
after the confinement time during July that in the Chinese calendar. Before we make the
price for one month about RM5900-6900 and we will make psychology pricing about
RM5499-6499 for one month. We also have cash rebates strategy. If the people booking
our room before their childbirth and pay all the fee will get our cash rebates about 10% of
the fee.

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6.0Yo! Mama Confinement Service Centre Financial Plan

CAPEX Partnership Operational Expenses (OPEX) Partnership
Description Cost (RM) Description Cost (RM)
Decoration   Online Portal  
Decoration cost 150000.00 Domain name registration 80.00
Web hosting/Email (50 email accounts and
Telephony (per line)   200.00
10GB storage)
Stamp Duty 10.00 Maintenance 100.00
Processing Fee 50.00 Telephony Rental  
Deposit 400.00 Monthly rental (excluding usage) 45.00
Wiring Charges (Existing Line) 30.00 Broadband Subscription  
Broadband Setup (TM Streamyx)   SOHO Package 1MB/384kbps 138.00
Activation Fee 75.00 Utilities  
Installation Fee 88.00 Rental 4500.00
Online Portal   Water 600.00
Web Design 400.00 Electricity 700.00
Centre   Stationeries  
Office rental and utility deposit 125000.00 Daily usage A4 paper 20.00
Computer (Desktop/Laptop) X 3 6000.00 Invoice paper 50.00
Printer/Scanner/Photocopier/Fax
4000.00 Pen, pencil, staplers, tape, clips etc 30.00
machine
Counter 1700.00 Food  
Wireless router 150.00 Material 10000.00
Telephone/PABX system 300.00 Staff Salary  
Cafes Desks X 5 200.00 Chief Executive 4000.00
Chairs X 20 400.00 Marketing Manager 4000.00
Air conditioning X 25 25000.00 Administration Clerk 1300.00
Filing Cabinet X 20 800.00 Human Resource Manager 4000.00
Van 80000.00 Finance Manager 4000.00
Security Measures   Nannies Team X 25 27500.00
Alarm system/key card entry 800.00 Nutritionist X 2 5000.00
Software   Nurse X 4 8000.00
Accounting/Inventory UBS System 2500.00 Traditional Chinese Doctor 3000.00
Microsoft Office 2007 300.00 Psychologist 2500.00
Hardware   Driver 800.00
Gym machine 30000.00 Marketing  
Kitchen Tools 30000.00 Advertising in Newspaper X 4 4000.00
TV X 22 11000.00 Advertising in Magazine 800.00
Government Requirements   Promotion 10000.00
Business Setup and License Fees 60.00 Total 95363.00
Registration of Company 60.00
Miscellaneous Setup Fees
300.00
(Company Secretary, etc)
Trademark Fee 2280.00
Product/Stocks  
Health Products 10000.00
Total 481903.00

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6.1 Estimate Cost

Summary of Cost  
CAPEX 481903.00
OPEX/ month 95363.00
Total 577266.00

6.2 Sources of Capital

Our capital is come from our partnership members, which are Aw May Kwee, He
Ya, So Wan Yoke and me. Each of us contributes RM 150000 to start this Yo! MaMa
confinement service centre, so total of capital is RM 600000. Our capital money most is
our saving money and support from family. From financial plan we estimate the cost will
use RM 577266 become the cost of confinement centre, still have around RM 23000
become cash reserve for our business.

6.3 Profit

Our company is confinement service and also agency the confinement product.
We got provide single room and twin sharing room, the single room price is RM 6900;
twin sharing room price is RM 5900. Our nannies go to customer house 12 hour per day
for one month then the price is RM 4900.

We do the minimum estimate about the quantity of customer will have 6

customers choose stay in single room, 8 customers choose stay in twins sharing room and
got 8 customers want our nannies go their house. So our estimate profit is RM 127800 in
every month. So we calculated the profit of every month:

Quantit
Type y Price (RM) Total (RM)
Single Room 6 6900 41400
Twins Sharing Room 8 5900 47200
Onsite Service 8 4900 39200
    Profit 127800

We estimate the operational expenses in every

month are spending about RM 95363 so the net profit is
RM 32437 every month is about 25% of profit. Follow
this estimate we need to use 15 month can reach the
breakeven point to start earn money. So beside the chart
the T equal 15 month.

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7.0Critical Risk Factors

7.1Management

In the recruitment, we need the nanny, doctor, nurse and other type employees. If
there can’t find the suitable people to adapt to our company, will lost a lot of money, and
also will caused the bad of service in the company. So that we need to have the training
section to our employees, to let them have a good attitude and learn the knowledge from
the seminar and talks.

On the other hand, as a human resource manager, or the manager that who have
the authority, they must need to motivation them and guide them to a right direction.
Other than that, the compensation and penalty system also must set inside the
organization rules. To let them can become more efficiency and effectiveness.

If we really get bad employees, we will impact by the bad image to our
customers, and through the mouth to mouth of people, the reputation of company will be
affected. Although some of the people won’t show their truth side when during the
interview, and caused the failure of recruitment. So that the management risk we must
take care of it and find the method to solve the problem and reduce the risk.

7.2Marketing

Every company needs to market their products to meet the public, but sometimes
it will meet the problems. For example if we cannot achieve partnership target, then we
will not be trust to the partnership. Other than that, we also maybe will lose the image in
our partnership, and lost 1 publicizes method.

Some other risk is our competitors will copy our idea and use our promotion
method. So that, we cannot focus on 1 publicize method, we must use more publicize
method to give our customers benefits.

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7.3Financial Problem

Money is a main thing that need for a business. Financial problem the first reason
is our company reason that the products and services that cannot accepted by the public,
caused the less of profit and the second reason is the economic downturn that two reasons
will caused a financial problem in a company.

We will keep our products and service quality and improve it if we see any
problem, so company reason is not a big problem, it can solve by we innovate and to
make a good products and services to meet the public.

The economic downturn is we cannot control, the citizen of the country will affect
by the economic downturn, it will lead them lost their jobs, because of the percentage of
unemployment increased or meet reduced wages in their company. So that their
purchasing power will decrease and lead them cannot afford the fee of confinement. So
that, our company will impact by it, and at that time, we can do the promotion to meet the
public, to let them have the chance to become a healthy lady, healthy is very important to
everyone.

7.4Competitors

Seen we know that Bangsar we are the first confinement service center that builds
at the place. Other competitors will also come after us, so that, we must keep the loyalty
customers, if they are satisfy with our services and products, they will automatic help us
to publicize, so that to keep the reputation and image to our customers is very important.

Other than that, to achieve our vision and mission, we need to keep innovate our
products to meet the public. We must improve our services and products, and benefit our
customers, and to sustain our company in the market. So that we must care about the
competitors, it will become our risk when we do our business.

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7.5Intellectual Property

We register trademark to our logo. If there is any problem like the trademark of
logo is rejected by the government, we need to use more time to design one more logo
and need time to send to the government and wait for about 3 months time to let the
government to the accepted of our logo. So this is a risk that we need to expect, because it
will waste our time.

If we pass of the trademark register, we also need to worry that, if someone do a

very similar logo with us, then our customers will become very confuse about which
company is the original company. Also need to remember the renewal of the register is
10 years need to renewal the logo to the government, if fail to renewal, the logo will
register by other, and we lost our trademark authority.

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8.0References

 Tour Information Guide, 2010, Bangsar Location map in Kuala Lumpur

Malaysia, Tour information guide – map, Date Accessed: 28 March 2010,
[Online] Available from: http://www.malaxi.com/map_bangsar.html
 MyIPO,2009, FAQ Trademark, Date Accessed: 29 March 2010, [Online]
Available from: http://www.myipo.gov.my/en/faq/trade-mark.html
 SN Confinement Ladies Service ( 2008) [online] cited 26 March, 2010 from:
http://www.sn-nanny.com/services_e.htm SN confinement service center
 Love Mum Confinement Centre (2010)[online] cited 26 March, 2010 from:
http://www.shlcares.com/?gclid=CMX7w6jI2KACFRFB6wodFlliDw food
 SHL CONFINEMENT CARES(2005)[online] cited 27 March, 2010 from:
http://www.diytrade.com/china/4/manufacturers/941375/main/Love_Mum_Confi
nement_Centre.html food

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