Thailand

MUNIQUE
2016

ADVISOR: PIYAWAN SUNASUAN

Mahidol University International Demonstration School
MUnique Report 2016
Letter to Shareholders
Dear Shareholders,
On behalf of MUnique, I would like to
thank you for your support for our company.
MUnique is a firm that is operating under
auspices of Junior Achievement Thailand.
Our Company produces MUltimate - a
multifunctional laptop sleeve that offers
functions beyond others in the market. As of
now we are offering 2 sizes - 18.6 inches
and 20 inches diagonally, in accordance of
with the wishes of customers as expressed
in our market survey. Also we are providing
a blank space on the sleeve where users
are free to decorate their customizable
sleeve with patches anywhere they want.
In the further sector of our company,
we will expand our market by adding more
colors for our product, producing new
product line from leftover materials,
improving MUltimate's interior organizer,
and expanding our market to international
level.
Once again, many thanks on behalf
of all staffs of MUnique. I look forward to
your continued support in the future.
Yours Sincerely,
Nitirut Charupaisankit
President of MUnique
Table of Content
Executive Summary 2
Company Overview 2
Product Overview 3
Marketing Strategies 5
Sale and promotion 8
Operation 9
Management 9
Financial Summary 10
Future Potential 10
Page 1
Thank You Letter to
Volunteers
Dear Ms. Piyawan Sunasuan,
Mr. Kevin O Donnell, Mr. Tim Girard, and
Mr. David Wang:
I would like to thank you for your
dedication toward our company. MUnique is
a company run by twenty-three high school
students who first lacked experience and
knowledge in business. However, after all
challenges that we have faced, we have
grown and learned how to be excellent
business people under your guidance.
Thank you Ms. Piyawan for teaching
us how to be creative. And for always
supporting and giving advice to us when we
are facing tough decisions.
Thank you Mr. Kevin, for being our
advisor throughout the program. We have
faced many challenges, but your motivation
is what keep our team spirit aflame.
Thank you Mr. Tim for helping us with
IT resources. We have learnt loads of
techniques and softwares.
Thank you Mr. David for helping me
manage the company. Our company
wouldn't come this far without your great
efforts that you have put in.
Thank you once again for spending
your precious time leading us to this point.
Without all of you, we wouldn't be able to
make it this far.
With appreciation,
Nitirut Charupaisankit
President of MUnique
MUnique Report 2016 Page 2

Executive Summary
MUnique was founded in early September, 2016 under auspices of Junior
Achievement Thailand. We consist of 23 employees who are the students from Mahidol
University International Demonstration School.

Summary of Financial Results and Performance

Regarding to the operation complexity, sales after delivery of the product have been
brisk. However, our company has generated sales of 79 units to date. The company was able
to generate a gross profit of THB 10,530. This resulted in net income of THB 9,730 and
return on equity of 22.11%. As the growing in product sales, the company can see the high
potential growth in the future.

Capital Sales Gross Profit Net income ROE

THB 44,000 THB 40,606 THB 10,530 THB 9,730 22.11%

Company Overview
MUnique is founded based on the behavior of high school and university students.
According to our observation around Mahidol University, Salaya Campus, we have found out
that students, staffs, and teachers often carry either documents or a laptop when they are
walking. So based on the problem that we have observed, we have came up with an idea to
organize ones personal belonging wisely. That was when a laptop sleeve was came up to our
mind. In addition to that, we have also learnt that people in Mahidol University often buy their
drink which uses plastic as the container and throw them away after they finished. With the
combination of these two factors, MUltimate is born - in order to organize personal
belongings and make a use of a recycled material. Our company aims to create a trend of
using a recycled material as a common good which will eventually convey people to use
products that are made from recycled materials.
MUnique adopts a concept of Minimum Viable Product. With this concept, we will able
to receive customers feedback and use them to improve our product efficiently. Currently, we
have manufactured 100 units, and after all of our product is sold, we will analyze customers
behaviors and improve our product based on customers satisfaction.
MUnique Report 2016 Page 3

Department of Marketing Department of Human Resources

MUniques marketing philosophy is a
reflection of our product ideology: simple but
unique. Our marketing philosophy is both
sleek and tailored toward our specific target
market.
Department of Production
Production department is mainly in
charge of the companys product: its
functions, design, materials, and quality. We
work based on the satisfaction of the clients.
Supply chain management is our main task.
The department priorities are checking
attendance of the employees and gathering
shareholders contact and information. Our
team aims to solve internal problems among
employees and supports the communication
between departments.
Department of Finance
The finance department is responsible for
overseeing financial activities within the
organization which can be seen in the financial
statements of MUnique as of November 16th,
2016.

Department of Public Relations

The public relations department is
mainly work with all the medias and contacting
public organizations. We have designed all the
promotional medias, and commercial.
Product Overview
We serve what customers want

ECO-FREINDLY

SCRUPULOUS: Made of 60% recycled

plastic bottles and 40%
polyester

According to our marketing survey, we have asked potential customers about their
past experiences and expectations for an ideal laptop sleeve. The result shows that most of
the customers prioritize the design and functions of a sleeve. They prefer to buy a beautifully
designed, useful, and portable laptop sleeve with an expectation of a functional organizer to
keep their accessories and documents. Moreover, we found that customers expect that the
price should be around THB 500-800, which is also student-friendly price. Hence, we have
decided to produce MUltimate laptop sleeve which is the first made-to-order sleeve designed
to fit all customers needs.
MUnique Report 2016 Page 4

Multifunction
This DIY laptop sleeve provides all-in-one functions. Customers are able to organize the
storage to suit their own purposes using detachable hook-and-loop fasteners. The sleeve can
also be opened widely up to 180 in order to make it easier for customers to store their belongings
And in addition, it also suitable for a self organized tabletop when working outside.

Uniqueness
The MUltimate laptop sleeve is innovative and unique to the market; it offers several unique
benefits compared to other rivals in current market. Three different detachable hook-and-loop
fasteners are provided in different sizes which customers are able to customize on their own for
different functions and purposes. Customers are able to do DIY design for their laptop design
using letters and iron patches. As our products are only produced in one color as we would like to
sell for unisex but we also let customers be a part of the product design.

Social Responsibility (CSR)

The product is designed to make sure that it
is environmentally-friendly, socially, and corporately
responsible. According to our research, we found
that people usually change their laptop sleeves
within the short period of time. Hence, apart from
producing multifunction laptop sleeves, we also tried
to find a material which has long lifespan and good
for environment. Finally, we found one material
which is made from plastic bottles. Eventually, we
are able to find material that made of plastic bottle
that will be beneficial to environment and end-user.
Firstly, the product itself made of materials
which help reducing wastes it also has a long
lifespan. Moreover, the DIY function will decrease
the number of sleeves that they will buy because it
can be customized into variety of functions.
Secondly, while we choosing the supplier, we
specifically create an opportunity for SME by
corporate with company that have same vision by
searching for a manufacturer that isnt a large firm.
Lastly, apart from serving target customers
who own laptop, we also concern of those who
have no access to technology and computer. Thus,
we decide to donate 10% of our profit to the
Satellite Distance Education Foundation to improve
education in rural area.
MUnique Report 2016 Page 5

Marketing Strategies
The marketing department is responsible for developing, promoting, and generating sales
by adopting the company slogan, simple but unique, as the core. Creating an overarching image
for our company to represent it to customers is our department main commission.

Target Market
MUltimate laptop sleeve is a customer based product, which is designed to fit all
customers need. Our target market composed of students, office workers, or freelancers - aged
15-40 who like to express themselves through their clothing and accessories, own a personal
laptop, use a laptop for working places to places, and need a personal organizer along with them.

Competitive Analysis
Our competitors vary from generic brands to famous brands such as Capdase, Herschel,
and Moshi. In the market, the price of a laptop sleeve ranges from as cheap as THB 200 to as
expensive as THB 2000. Generic brands provide ordinary laptop sleeves for the customers at
cheap prices while famous brands offer unique and multifunction products at higher prices.
Anyways, the main competitors that we will be consider about will be the famous brands that
grab the large amount of market share for laptop sleeves in current market which are Capdase,
Moshi, and Herschel.

Eco-
Functions Quality Color Customizability
Friendly
Laptop Sleeve
Internal: design
Detachable their own
hook and loop detachable hook
fasteners for 60% from Durable
and loop fasteners
multipurpose recycled
Multimate Grey for different
organizer plastic Shockproof
purpose
bottles
Document Storage
External: Iron-on
Widely open up to
180 decoration

Various
Capdase Laptop Sleeve - Shockproof -
colors
Various
Moshi Laptop Sleeve - Shockproof -
colors

Various
Herschel Laptop Sleeve - Shockproof -
colors
MUnique Report 2016 Page 6

Product
Simple but unique is our slogan. We have our own
speciality to attract customers. The products multifunctional
organizer and folder are convenience to customers who concern
about the usage of our product. Moreover, using environmental
friendly material is one of the strong points that gain a lot of
attentions from customers.

Strengths Weakness
Unique Affordable New to the Market Low Brand Awareness
Multifunctional Customizable Lack of Experience High Margin cost

Opportunity Threats
ECO-Friendly University Network Competitors
Student Network Corporate Order Economics recession (during some period)

Pricing Strategies
According to our marketing surveys, the desired price of the product should not higher
than THB 800 so we have set the price for both sizes which are THB 499 and THB 549
based on 2 main factors: cost of production and competitive pricing strategy. The cost of
production is THB 308.76 with mark-up of 62% (THB 499), 78.2% (THB 549), 94.4% (THB
599) , and 110% (THB 649). For competitive pricing strategy, we have researched on other
competitors prices and found that most of them sell at around THB 1,000 to THB 1,500.
Thusly, we have set the price for our product to be more affordable than the price of our
competitors which gives us the competitive advantages.

Channel of Distribution
We distribute our products to different channels. The main channels that we use are
standalone shop and pre-order channel.
Firstly, we set up standalone in Trade fair, MUIDS and in Mahidol University on every
Friday and have all the company sale representatives to wear companys uniform to create
unity and emphasis brand recognition. The sale representatives will distribute companys
leaflet to promote the product and demonstrate on how to use the sleeves as well. Regularly,
the booth will be decorated with the recycling materials and keep the concept of simple but
unique. The products for both sizes will be shown and offered for customer to see and try.
Secondly, the pre-order strategy is used as the company has some difficulties with the
production process due to the product shortage. The company has designed the pre-order
form for customers to fill in the information for their chosen product sizes, customized
patches and contacts. Customers will receive the products within 2 weeks.

Promotion and Advertising

As the MUltimate laptop sleeves have unique function and playful design, we decided
to promote our products in variety of media.
MUnique Report 2016 Page 7

Social Media
The company noticed that social media is one of the most effective and
inexpensive tools to reach out to our target customers who are students and office
workers. Referring to the research from Nielsen1, Thai people use smartphones
around 4 hours per day. Thusly, we decided to promote our product through
Facebook, Instagram, and Twitter, the most famous social medias in Thailand, by
posting series of photos to let customers engage in the product.

Print Media
Eye-catching posters are
essential around school and university
campus. We designed the posters from
the companys concept: simple but
unique. Questioning is one of the
marketing strategies and this can gain
customers interests even before the
product release. Other printed media is
leaflets, which are handed out at every
sale venue.

Video Commercial
Video commercial is one of the best ways that our company recognized to
advertise our products. MUniques concept, simple but unique, is being emphasized
in the video. The video commercial compares two peoples lives simultaneously. One
of the two uses our product and one doesnt. The first person have a hard time
carrying his belongings whereas the other one with MUltimate is more organized and
ready.

Campaign
BIPO, Bottles In Product Out, is the main campaign that we used in school.
The concept is to let customers guess the relationship between recycle bottles and
sleeves. The customers are expected to drop plastic bottles and the final image of the
product will be reveal to the customers after the prepared box
is full. The plastic bottles will be sold to the supplier.
Viral media is used for customers to review the product
to win free laptop sleeve. Customers who bought our product
can participate this campaign by writing an interesting review
on our Facebook and Instagram pages. They will have to write
the #MUltimatebyMU hashtag along with the captions. The
winner will be chosen randomly. This will increase our
company recognition and brand awareness.

1 V. (n.d.). Smartphone User Persona Report (SUPR) 2015. Retrieved November 18, 2016,

from http://news.thaiware.com/7450.html
MUnique Report 2016 Page 8

Sale and promotion

Our sale and promotion aims to access as many customers's attention and fulfills their
possible demands along with company's capability and environmental responsibility.
MUnique Report 2016 Page 9

Operation Management
Apart from being a customer-based
company, we also commit to do our best to
satisfy every employee needs and keep in
touch with shareholder because they are a
part of MUnique family.

Open-door Policy:
We listen to our employees voice as
well as our customers. Every voice of
MUnique from the youngest employees to the
oldest advisors will be listened, respected, and
valued in the same way. For instance, when
we are brainstorming, everyone will write their
ideas anonymously on Post-it and stick
together on the board, each Post-it will be
read during the meeting, and the decision will
be make out of them. In our company, almost
all of significant decisions are arrived
democratically.

Shareholder follow-up:
As we think of our shareholders as a
part of our family, we send summary report to
all shareholder to keep them well-informed on
companys activities and financial activities.

Business Advisor:
Professional development of each
fields are provided to give advices and offer
opportunities for employees to improve their
skills and efficiency
MUnique Report 2016 Page 10

Financial Summary
We have exceeded our break-even point - 77 units by November 16th 2016.
MUltimate generates a huge amount of sales within one week. The expense structure is
mainly from material and supplies. These expenses sum up to 30,876 THB. However, it also
produce the revenue of 40,606 THB which resulted in net profit of 9,730 THB and return on
equity of 22.11%. The medium-sized MUltimate has produced a net profit of 62.00% and
78.20% for the large-sized MUltimate.
Currently, MUnique boasts a return on equity of 22.11%. With increasing sales
projections in the future, the company hopes to build on this figure in the coming quarter.

Asset Liability Equity Revenue Expenses Net Income

53,730 THB 0 THB 53,730 THB 40,606 THB 30,876 THB 9,730 THB
P/E = 4.52 ROE = 22.11% Net Profit Margin = 23.96%

Future Potential
We acknowledge that our product do have flaws and still need improvement based on
feedbacks from customers. Also we also thinking about possible potential selling tactics as
well.

Optional colors for the product

According to customers feedback, we are suggested to produce more colors, and as
we ask further, Academic Blue got the most votes, then Brick, Moss Green, Columbia Blue,
and Camel, respectively. We saw this as a great opportunity to extend target market by
providing more color choices.

New product line from leftover materials

From our leftover materials, its feasible that we could widen new product lines such as
wallet, pencil case, etc. This help us to reduce waste from manufacturing as well.

Interior Organizer Modification

We are aware that our detachable hook and loop fastener, one of the product's
functions, still have some space to improve. In the future, we plan to change its design to be
more consistency to the brand image and convenient for the customers.

Direct Sales
Direct sales are suitable for small business from the low capital business for effective
marketing strategy and the ability of small business to control over pricing. Our financial
calculation has revealed that we do have profit gap from shipping fee to use as commission
fee without loss after passing break even point. Therefore, direct sale is a great strategy to
access more customers and broader customer base. This aspect of the model can give a
small business a stronger position in a negotiation with a retailer, allowing the company to
potentially secure a larger share of the profit from its products.
MUnique Report 2016 Page 11

Simple
but
Unique