DIP

IT!

BUSINESS PLAN
FOR ICE CREAM PARLOR

DIP IT!

Prepared by: Raja Tawfeeq

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Introduction

Dip it! Is a combination of ice cream parlor and desert bar and is one of the
newest concepts of dessert bar that can be found in Klang Valley area. We
providing different touch to our services where all of our products in the shop
can be dipped in to any dipping sauces of your choice with varieties of topping
condiments in a joyful environment.

Ownership : Sole-proprietorship
Name : Dip it!
Type of Business : Ice Cream Parlor, Dessert Bar

Goals and Objectives

• Gain 50% of the market share in first quarter of second year of

business in that particular area.
• At least 50% initial investment must recover within in the first year of
business.
• Make long-term relationship and profitable with customers
• Provide splendid service.
• Provide varieties of dipping sauces.
• Make a sense of belongings towards customer’s minds.

Scope of Business
Dip It! provide different style of serving your ice cream or desserts where all of
the products in our shop can be dipped in to any dipping sauce which on the
menu during the day of serving. From ice cream, fruits (banana and
strawberry), cookies and much more that can be choose and dip it to your
favorite dipping sauces. We targeting group of young generations as our main
market audience. All of our advertising will be done via social media network
and other e-commerce platforms. We will focus on customer satisfaction
towards our products and services.

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Organizational Chart

Store Manager

Store Sipervisor

Staff Staff Kitchen Staff

Position Job Description Remuneration

Overall Planning for the
Store company; RM 2,000.00
Manager Analyze & observe strategic
planning for the company;
Monitor all business activities.
Assisting company’s daily
operations;
Store Assisting managing RM 1,800.00
Supervisor employees;
Finance activities;
Admin activities.
Sales activities;
Staff Promotional activities; RM 1,000.00
Cleaning
Food preparations;
Kitchen Staff Stock management; RM 1,200.00
Cleaning

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SWOT Analysis

Strength Weakness

Newest concepts of dessert & ice New trends to be adapted by

cream servings. custoemrs

Multiple choices of dipping sauces &

toppings.

End products will be based on the

menu created and customer’s
creativities.

Opportunity Threat

Become pioneer in the newest New competitors will emerge to enter

business concepts. the market.

Able to create a trend in dessert & ice Existing dessert bars & ice cream
cream businesses. parlors will change their serving
concepts.
Cost of raw materials are lower than
others dessert bar or ice cream
parlor.

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Product and Services

Dip It! products are mainly the dipping sauces for the base product (ice
cream, cookies, fruits etc) which we called it as “Base”. All “Base” can be
dipped in to any dipping sauce that served during the day where 10 different
dipping sauce flavors will be serve. The last step would be toppings with
multiple can be choose from.

Base

All base will be store in the display chiller at the main counter. There are
multiple type of base can be choose from or to combine it:

1. Soft Serve Ice Cream (2 type of cones as options)

2. Vanilla Ice Cream (2 size of serving cups)
3. Chocolate Chip Cookies
4. Plain Doughnut
5. Banana
6. Strawberries

Dipping Sauce

10 Classic and Special dipping sauces will be serve everyday and ready to be
mixed up.

1. Chocolate
2. Mocha
3. Dark Chocolate
4. Caramel
5. Strawberries
6. Hazelnut
7. Butterscotch
8. Rainbow
9. White Chocolate
10. Red Velvet

Topping

Varieties of choice of topping to be choose to complete the ultimate desserts.

These toppings consists of:

1. Cookies crumbles
2. Sprinkles
3. Cereals
4. Peanuts
5. Chocolate candies
6. Gummy candies

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Market Audiences

Dip It! has identified their market audiences based on the populations within
Shah Alam areas:

§ High Schools Students:

There are multiples of high schools Shah Alam, Glenmarie and TTDI
Jaya.

§ Students:
Nearby universities and colleges includes UiTM Shah Alam Campus,
UiTM Puncak Perdana, MSU, Politeknik Shah Alam, MSU College and
KDU Glenmarie.

§ Social Media Influencers:

Social media influencers who have more than 10,000 followers and the
average of 500 likes per photos.

Population of Market Audiences

High School Student

Uni Students
Social Media InBluencers

Type of Desserts in Market

Ice Cream
Gelato
Frozen Yogurt
Others

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Source: Department of Statistic Malaysia (DOSM), www.dosm.gov.my

Note:,

1. 2013 - 2017: Population Estimates based on the adjusted Population and Housing Census of
Malaysia 2010.
2. Starting 2011, the labour force statistics are estimated based on the latest current population
estimates. Therefore the annually statistics labour force time series is updated.
3. # Total Fertility Rate: The rate per woman aged 15-49 years.
p
4. Preliminary.
e
5. Estimate.
##
6. Includes F.T. Putrajaya.
7. The added total may differ due to rounding.
8. * Source: Department of Survey and Mapping Malaysia.

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Source: Shah Alam City Council (MBSA), 2018

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Marketing Strategy

Marketing are the most important part in any business where it must be
maintain and keep on going in order to keep telling people about the products
or services. Therefore, Dip It! is very particular regarding marketing strategy
where it divided into three part under Dip It! Marketing Strategy.

Digital Marketing

Nowadays, digital marketing are important to attract and keep telling our
customers on “what is going on” and “what’s new” at Dip it!. The mediums that
Dip It! will be using are:

§ Facebook Ads : Canvas, Carousel Photo, 360 Degree, Lead

Generations, Location Geotagging.
§ Google Adwords: Page 1 Google Search, Location Geotagging
§ Instagram Profile : Live Feeds, media assets

On-Ground Marketing

Even we are in the technology era, traditional marketing strategies are still
valid where public are always aware of their surroundings which Dip It! will be
jump into:

§ Marketing Campaign
o New Menu Tasting
o Name Your Flavor
o In-House events
o Food Events
§ Banner & Bunting Advertising:
o Targeted areas are in Shah Alam
o Permit/Licensing by Local Municipal
§ Flyers Distribution
o Distribution area: MSU, UiTM Shah Alam, KDU Glenmarie

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Operation Process

At Dip It!, following standard operating procedure (SOP) is a must and focus
on customer satisfactions:

Attending Customers SOP

Greet Promote Latest Base

Customers Menu Selections

Topping Dipping Sauce

Payment
Selections Selections

Smile

Marketing Strategy Process

STORE MANAGER APPROVAL

STORE SUPERVISOR PLANNING

CAMPAIGN
ACTIVITIES

FINANCIAL
BUDGETTING

START PROMOTIONAL IMPLEMENTATION

CAMPAIGN

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Legal Plan

Our legal plan for this business to become more proper management
includes:

• Registrations of Business/Company
• Partnership Agreement
• Business Insurance
• Supplier Agreement
• Employment Agreement

Other legal plan for Dip It! will be as follows according to the rules and
regulations of local municipal:

• Permit/Licensing for business operation

• Signboard Permit

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Business Concept & Theme

Dip It! concept are more minimalist and simple interior with pastel colors
which represent that our products can be mixed up with everything fun and
joyful environment.

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Financial & Budgeting

1.0 Working Capital Quantity Cost (RM) Total (RM)

1.1 Administration Expenses 1 18,100.00 18,100.00

1.2 Marketing Expenses 1 5,900.00 5,900.00
1.3 Operation Expenses 1 23,805.00 23,805.00
1.4 Raw Material 1 4,320.00 4,320.00

Total 52,125.00

1.1 Administarion Expenses Quantity Cost (RM) Total (RM)

Salary 1 7,000.00 7,000.00

Utilities 1 3,000.00 3,000.00
Premise Rental 1 5,000.00 5,000.00
Premise Maintenance 1 800.00 800.00
Office Equipment & Stationery 1 800.00 800.00
Machinery Maintenance 1 1,500.00 1,500.00

Total 18,100.00

1.2 Marketing Expenses Quantity Cost (RM) Total (RM)

Promotional Campaign 2 1,000.00 2,000.00

Instagram Ads 2 500.00 1,000.00
Celebrity & Social Media Influencers 1 2,000.00 2,000.00
Printing Materials 3 300.00 900.00

Total 5,900.00

1.3 Operation Expenses Quantity Cost (RM) Total (RM)

Ice Cream Cup White 5oz (100pcs/pack) 50 9.50 475.00

Paper Tray White - Small (100pcs/pack) 20 24.00 480.00
Soft Serve Ice Cream Machine (2 output) 1 6,000.00 6,000.00
Dipping Sauce Counter (10 slot) 1 3,500.00 3,500.00
Counter Chiller 1 3,500.00 3,500.00
Chest Freezer 1 3,500.00 3,500.00
Kitchen Utensil 1 600.00 600.00
Kitchen Shelves 5 350.00 1,750.00
Double Bowl Sink Table w/ Greese Trap 1 1,200.00 1,200.00
Work Table 1 2,800.00 2,800.00

Total 23,805.00

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1.4 Raw Material Quantity Cost (RM) Total (RM)

Flavor Compound (Variety Flavor) 15 25.00 375.00

Coconut Oil - 1 litre 1 1,000.00 1,000.00
Soft Serve Ice Cream powder (Vanilla) - Pack 5 45.00 225.00
Vanilla Ice Cream (Tub) 5 90.00 450.00
Toppings (Variety Choice) 10 25.00 250.00
Fruits - Banana (packed) 8 35.00 280.00
Fruits - Strawberry (packed) 8 50.00 400.00
Mashmellow (packed) 8 40.00 320.00
Chocolate Chip Cookies (packed) 12 60.00 720.00
Ice Cream Cone (tube) 12 10.00 120.00
Waffle Cone (tube) 12 15.00 180.00

Total 4,320.00

Cost of Project

Requirements
Start Up Expenses

Administration Expenses RM 18,100.00

Marketing Expenses RM 5,900.00
Operation Expenses RM 23,805.00
Raw Material RM 4,320.00
Permit, Licensing & Legal RM 10,000.00
Miscellaneous RM 5,000.00
Total Start Up Expenses RM 67,125.00

Start Up Asset

Paid Up Capital RM 35,000.00

Other Current Asset RM 0.00
Long Term Asset RM 0.00
Total Start Up Asset RM 35,000.00

TOTAL COST OF PROJECT RM 102,125.00

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