CONTENT Content | Page | 1. Product, service & Industry Background | 1-2 | 2. Recognizing opportunities/techniques for generating ideas. | 2-3 | 3. Feasibility Analysis | 3-10 | 4. Financial/Funding Aspect | 10-13 | 5. Business Model | 13-16 | 6. Ethical & Legal Issues | 16-17 | 7. Critical Risk Factors | 17-18 | | |

1.0 Product, Service & Industry Background

Korean Restaurant
Running a first Korean restaurant in Kampar will be the business that we choose. Joh-Eun will be our Korean restaurant shop name. Joh-Eun means good to all such as good to customers and stakeholders. The Joh-Eun Korean restaurant is to sell Korean food in Kampar, and the ventured of the restaurant might not suit the taste for Malaysian. This will be the risky of running this business. The restaurant will be selling the food with Korea cultural.
The Joh-Eun will be selling the cuisine in set such as one meal, one dish, and one beverage. The meal included the grain, legumes, condiments and seasoning, meat beef, chicken, seafood, vegetables and medical foods. Grain is one of the most important staples in Korean diet. Legumes are significant crops in Korean history and cuisine according to earliest preserved legumes, it made from tofu. Condiments and seasoning are including red pepper, black pepper, chinese pepper, cordifolia, mustard, chinensis, garlic, onion, ginger, leek, and scallion. Medicinal foods are a wide variety of specialty foods prepared and eaten for medicinal purposes, especially during the hottest 30-day period in the lunar calendar, called sambok.
The dishes are the soups and stews, kimchi, noodles, banchan, and anju. Soups are a common part of any Korean meal, it not same with other cultures by serving at the beginning or the end of the meal, it accompany with the main meal. Stews are the side dishes of the meal. Banchan is a term referring collectively to side dishes in Korean cuisine. Anju is the side dishes accompanying alcoholic beverages. It is a general term for a Korean side dish consumed with alcohol.
Our restaurant is providing two types of beverages, which are alcoholic and non-alcoholic beverages. There are all imported from Korea. Alcoholic beverages include Soju (sweet potato or rice liquor), Cheongju (rice wine) and Insamju (medical wine; made from ginseng). For those who do not prefer alcoholic drinks, our restaurant is also providing a few types of Korean tea, such as Borincha (made from barley), Sungnyung (made from boiled toasted rice) and Oksusu cha (made from boiled roasted corn kernels).
Besides from that, Joh-Eun Korean restaurant also providing services such as birthday party celebration in buffet style. Customers who are interested to hold a party at Joh-Eun can do an appointment with us one week before the actual date. We will arrange the place and do some decoration for the party. Food and drinks will be prepared according to customer’s order. Students will be having promotion for any activity held in Joh-Eun Korean restaurant.
The price of the meal in our restaurant is cheaper compare to other Korean restaurant. It will attract more students who like the Korean culture and the one who like to try the new food to dine in our restaurant. This will be a very good opportunity for us to open a Korean restaurant in Kampar.

2.0 Recognizing Opportunities or Techniques for Generating Ideas
Kampar is mostly occupied by university’s students. We were curious of what will they do during their pastime, except from doing assignments and revisions. After we had done the surveys and observed the trends of the university’s students, we found out that most of them are currently prefer watching Korean drama and entertainment show.
In Kampar, there are many kind of restaurants such as Japanese, Thai, Chinese, Indian and more. Korean restaurant haven’t been appear in Kampar yet. This is a very good opportunity for us to open a Korean restaurant in Kampar new town. This idea is use to attract students who are fascinated by Korean trends. The trend can be easily spread among the students as they will follow what people think is “in”. It may affect other students who are not interested on it or grab their attention to start chasing the trend.
Kampar is a small town, with less entertainment and students might get bored with their study life. Many students with transportation will choose to go to the nearest town Ipoh to find some entertainment such as watching movie, shopping and eating. Kampar does not have Korean restaurant, students have to go to Ipoh to have their Korean meal. So, if a Korean restaurant is going to open in Kampar, students will not have to go to Ipoh purposely just for their Korean meal.
Apart from that, there is an advantage of open a Korean restaurant in Kampar. Kampar does not have the same kind of restaurant. This is a brand new idea generating by us as there is no competitor and we do not have to worry about how to compete with other Korean restaurant. We are planning to provide set lunch and set dinner for the customers. The price of the food and beverage will be affordable for all the students as we will offer promotional set for students only. Although the price of the food is cheaper, we will guarantee that the food is in high quality and students can enjoy their meal in a very nice environment.

3.0 Feasibility Analysis
3.1 Product / Service Feasibility 3.1.1 Product / Service Desirability
Product / Service desirability is the measurement of the basic appeal that certain product or service is able to bring to potential customers. It is used to find out several important criteria regard customers’ desirability towards the product or service. At the current moment, there is no other specialized Korean restaurant in the existing market of Kampar. Therefore, customers would definitely be excited and attracted by the new food and taste brought by our restaurant. The recent food trend in Kampar is the opening of more and more Cafés or different cuisines such as Japanese or Vegan food. With the lack of other Korean food restaurants in Kampar, desirability should not be a problem our restaurant would be facing. This period would also be the best possible time to introduce our Korean food to the market because of the previous success of existing Cafés and restaurants, resulting in acceptance of customers to non-local cuisines, and also the non-existence of a direct competitor.
Concept statements test are also constructed to allow entrepreneurs to collect feedback data and provide them with a sense of viability of the idea through suggestions from the public. The following is the concept statement developed for our Korean restaurant.

New Business Concept
Joh-Eun Korean Restaurant
Product
Joh-Eun Korean restaurant will be specializing in Korean cuisine, with a delicious, appetizing and fresh menu to choose from. The food and drinks would come with a relatively low price. Materials used are to be fresh and healthy.
Target Market
Students from local institutions such as UTAR and TARC are the main targeted customers of our restaurant. These students would be more attracted to low-price meals as they are mostly dependent on a certain amount of pocket money from parents. They are also more likely to be open to try and explore new cuisines.
Why Joh-Eun Restaurant
We offer a low-price for customers and still make sure that they are able to enjoy a good and delicious meal. The restaurant will be also be providing Wi-Fi and air-conditioning services as well to create a comfortable dining environment for customers. The food and ingredients provided will also be fresh and healthy.
Special Feature
As a special feature, our restaurant will be providing customers a chance to choose and design their own meal from our menu. This feature is common for restaurants such as Kenny Roger’s and Subway, but not so in Korean cuisines. The local restaurants here are also not providing this feature for customers. It will allow customers to create their own favorite and desired meal, thus increasing customer satisfaction towards the restaurant.
Management Team
The restaurant is led by cofounders Lim, Tan and Choong, with each of us putting effort into hiring employees and also taking care of the restaurant’s welfare and matters. We currently do not have any experience in managing a restaurant but will co-operate and share opinions on developing strategies to help further improve the business.

3.1.2 Product / Service Demand
Product / Service demand is the assessment of the need of that certain product or service in the market. A Buying Intentions Survey is conducted to gauge customer interest in a product or service, while the library, Internet, and Gumshoe research is collecting information and data through different resources. For our Korean restaurant, we can get data from previous researches regarding the food industry trend and the acceptance of customers through various sources such as the Internet and also industry reports. Through Gumshoe research, we can spend time observing how other restaurants function in the Kampar and also learn more about the interaction with customers. The following is the Buying Intentions Survey that is distributed to a group of people who are different than the group that had completed the concept statement test.

Buying Intentions Survey
Joh-Eun Korean Restaurant
1. How likely would you be to visit our restaurant described above, if we are opened? * Definitely would * Probably would * Might or might not * Probably would not * Definitely would not
2. Do you like Korean cuisines? * Yes * No
3. How much would you be willing to pay for a Korean meal? * RM 1 – RM 5 * RM 5 – RM 10 * RM 10 – RM 15 * RM 15 – RM 20 * More than RM 20
4. What other services do you expect to find in our restaurant?
3.2 Industry / Target Market Feasibility 3.2.1 Industry Attractiveness
The food and beverage industry is quite attractive in terms of providing customers with meals because it is a necessity in our lives to consume food. Even though the food and beverage industry had been in the market for quite some time, there is still potential to grow even larger because of the existence of international links between countries nowadays through improved technology and media power. The connection between countries creates a demand for foreign cuisines because customers are easily attracted to the different cultures in food, thus encouraging a positive growth rate of the industry.
The industry also has a rather high operating margin due to the fact that it is not highly dependent on the historically low price of certain key raw materials in the market to remain profitable. Fresh vegetables, meat and other materials can be easily obtained through fairly low prices and also comes in large quantities. Even though there are other restaurants in Kampar that serve different cuisines, the competition is not as high due to the fact that there is no other Korean restaurant available to provide a direct competition to our restaurant.

3.2.2 Target Market Attractiveness
Our target market is mainly focused on the students from the local institutions of UTAR and TARC. They generally make up a large percentage of the population in Kampar. Students are dependent on a certain amount of pocket money and therefore would be greatly attracted to a restaurant that provides a delicious yet economic meal. Besides that, they are also much more opened-mind in terms of willingness to try and exploring new cuisines because of a cultural difference compared to the older generations in Kampar.
We should not underestimate the spending power of these students as they are young and much more impulsive when it comes to purchasing a product or service. Students would also be attracted to the special features that our restaurant provides, which is the chance to customize their own meal according to their personal taste and desire.

3.3 Organizational Feasibility Analysis 3.3.1 Management Prowess
The management team of Joh-Eun Korean restaurant is consisting of three fresh graduates Lim, Tan and Choong, from the UTAR Bachelor of Marketing (HONS) programme. Even though we currently do not have any valuable experience in terms of management and functioning of an entire business, but we will work hard and provide each other with opinions and thoughts on how to further improve our business through developing and improving our strategies.
We are very passionate towards making this restaurant a huge success because it represents our very first business plan together. The way this business turns out will greatly affect our future as entrepreneurs and also as marketers. Therefore, the three of us are all deeply committed and willing to give our all to make sure that this business idea of Joh-Eun Korean restaurant becomes a successful one.

3.3.2 Resource Sufficiency
The local government will not oppose this business proposal due to the fact that a Korean restaurant is neither illegal nor dangerous to the population in Kampar. In fact, we would be able to provide more choices in terms of food and beverages to the existing market.
As for the labor pool availability, we can hire students who are currently studying in UTAR and TARC. They would be cheaper to hire compared to other full time staffs. Besides that, this can also provide a part-time job opportunity for students who wish to earn more money during their free time.
Since the employees that we are planning to hire are mostly students, therefore there will be an assurance over the quality of the labor pool available for us. These students are generally well-educated and are capable of handling matters by their own since most of them are staying abroad without their family. They are also more manageable than most employees in the labor pool that are made up by mostly foreign workers or lower educated Malaysians.
Joh-Eun Korean restaurant can also establish several favorable strategic partnerships with companies around Kampar area. We can provide them with discount coupons to distribute to their customers and vice versa, for promotion purposes to increase attention of potential customers.
We can also gather and share knowledge with similar restaurants nearby the area to help improve our business strategy. To be able to communicate and exchange information regarding customer preferences and needs, then a better strategy can be implemented to increase customer flow and profit. This greatly benefits the market as customers satisfaction will increase, leading to a rise in customers’ willingness to spend.
It is also possible for our restaurant to create a positive and close relationship with suppliers and customers. By ordering bulk quantities of materials and being loyal towards our suppliers, we would be able to make sure of a strong co-operating relationship between Joh-Eun Korean restaurant and them. As for customers, we can also have membership discount and promotions to attract them to have much more frequent visits to the restaurant.

3.4 Financial Feasibility Analysis 3.4.1 Total Startup Cash Needed
The total startup capital that needed for operating our Korean restaurant is approximately RM 50, 000. 00.

3.4.2 Financial Performance of Similar Businesses
Comparing our startup capital with other restaurants that are already in the Kampar market, the startup of RM 50, 000.00 represents a fairly low value as compared to other franchises and restaurants.
For example, the startup cost need for Each A Cup Tea Franchise is stated to be ranging from around RM 100, 000.00 or higher. The differences are dependent on factors such as size of site, equipment, renovation costs etc (Each A Cup, 2012). As for a bigger franchise like McDonald’s, the basic startup cost that is required is at least RM 2.0 million to RM 4.5 million, depending on various variables (Golden Archives Restaurants Sdn Bhd, 2011). The mere RM 50, 000.00 that is used for our Korean restaurant as startup capital is deemed to be low.

3.4.3 Overall Financial Attractiveness of the Proposed Venture
The market for Korean food in Kampar is still in a very young stage and has a huge potential to grow large. There will be a steady and rapid growth in terms of sales for our Korean restaurant. The recurring revenue of our restaurant will also be high enough because once customers feel like they enjoy our meals and services, then positive word-of-mouth can spread among families and peers to attract more profit. Through the substantial grow of our restaurant, there will be more cash flow generated to maintain our daily expenses and costs. Once we feel that we have done enough with the business and want to move on to something new, we will not have to worry about not being able to sell out the restaurant to interested buyers due to the fact that the business is attractive and profitable at the same time.

4.0 Financial and Funding Aspects A Pro-Forma Financial Statement is a projection to forecast a company’s future of two to three years. This helps to rethink strategies and make suitable adjustments when necessary. Figure 1.0 shows the Pro Forma Income Statement, Figure 2.0 shows the Pro Forma Balance Sheet and Figure 3.0 the Pro Forma Statement of Cash Flow for Joh-Eun Korean restaurant.

Figure 1.0 Pro Forma Income Statement for Joh-Eun Korean Restaurant | Projected Year 2013 | Projected Year 2014 | Projected Year 2015 | Net Sales | RM 500,000 | RM 800,000 | RM 900,000 | Cost of Sales | (250,000) | (400,000) | (450,000) | Gross Profit | 250,000 | 400,000 | 450,000 | Operating Expenses | — | — | — | Selling, General and Administrative Expenses | (117,800) | (255,300) | (306,600) | Depreciation | (13,500) | (18,500) | (22,500) | Operating Income | 50,000 | 70,000 | 90,000 | Other Income | — | — | — | Interest Income | (1,000) | (1,250) | (1,500) | Other Income (Expense), Net | 2,000 | 2,700 | 3,100 | Income Before Income Taxes | 169,700 | 197,650 | 212,500 | Income Tax Expense (26%) | 44,122 | 51,389 | 55,250 | Net Income | 125,578 | 146,261 | 157,250 | Earnings Per Share | 1.26 | 1.46 | 1.57 |

Figure 2.0 Pro Forma Balance Sheet for Joh-Eun Korean Restaurant Assets | Projected Year 2013 | Projected Year 2014 | Projected Year 2015 | Current Assets | — | — | — | Cash and Cash Equivalents | RM 50,000 | RM 55,000 | RM 62,000 | Account Receivable, Less Allowance for Doubtful Accounts | 39,600 | 57,500 | 71,900 | Inventories | 20,000 | 28,000 | 35,000 | Total Current Assets | 109,600 | 140,500 | 168,900 | Property, Plant and Equipment | — | — | — | Land | 260,000 | 260,000 | 360,000 | Buildings and Equipment | 350,000 | 450,000 | 600,000 | Total Property, Plant and Equipment | 610,000 | 710,000 | 960,000 | Less: Accumulated Depreciation | (61,000) | (71,000) | (96,000) | Net Property, Plant and Equipment | 549,000 | 639,000 | 864,000 | Total Assets | 658,600 | 779,500 | 1,032,900 |

Liabilities and Shareholder’s Equity | Projected Year 2013 | Projected Year 2014 | Projected Year 2015 | Current Liabilities | — | — | — | Account Payables | RM 30,200 | RM 57,500 | RM 71,900 | Accrued Expenses | 9,900 | 12,000 | 14,000 | Total Current Liabilities | 40,100 | 69,500 | 85,900 | Long-term Liabilities | — | — | — | Long-term Debt | 249,500 | 174,500 | 274,500 | Total Long-term Liabilities | 249,500 | 174,500 | 274,500 | Total Liabilities | 289,600 | 244,000 | 360,400 | Shareholders’ Equity | — | — | — | Common Stock (100,000 shares) | 10,000 | 10,000 | 10,000 | Retained Earnings | 430,000 | 578,300 | 763,700 | Total Shareholders’ Equity | 440,000 | 588,300 | 773,700 | Total Liabilities and Shareholders’ Equity | 729,600 | 832,300 | 1,134,100 |

Figure 3.0 Pro Forma Statement of Cash Flows for Joh-Eun Korean Restaurant | Projected Year 2013 | Projected Year 2014 | Projected Year 2015 | Cash Flows from Operating Activities | — | — | — | Net Income | 125,578 | 146,261 | 157,250 | Changes in Working Capital | — | — | — | Depreciation | (13,500) | (18,500) | (22,500) | Increase (decrease) in Account Receivable | 13,500 | 18,500 | 22,500 | Increase (decrease) in Accrued Expenses | 9,300 | (17,900) | (14,400) | Increase (decrease) in Inventory | 1,900 | 2,100 | 2,000 | Increase (decrease) in Accounts Payable | 1,200 | (13,700) | (8,100) | Total Adjustments | 9,200 | 16,300 | 16,400 | Net Cash Provided by Operating Activities | 140,200 | 164,400 | 201,800 | Cash Flows from Investing Activities | — | — | — | Purchase of Building and Equipment | (250,500) | (100,000) | (275,000) | Net Cash Flows Provided by Investing Activities | (250,500) | (100,000) | (275,000) | Cash Flows from Financing Activities | — | — | — | Proceeds from Increase in Long-term Debt | 119,500 | — | 100,000 | Principle Reduction in Long-term Debt | — | (75,000) | — | Net Cash Flows Provided by Financing Activities | — | — | — | Increase in Cash | 9,200 | (10,400) | 26,800 | Cash and Cash Equivalents at the Beginning of the Year | 50,000 | 59,200 | 48,800 | Cash and Cash Equivalents at the End of the Year | 59,200 | 48,800 | 75,600 |

5.0 Business Model
Core Strategy
The mission of Joh-Eun Korean restaurant is providing quality Korean food and nice environment to the people in Kampar especially students. The reasons why Joh-Eun Korean restaurant will be opening in Kampar is because of Kampar has no Korean restaurant yet. Students nowadays are fascinating with Korean trend and culture. Hereby is a very good opportunity for three of us to do the business associated with Korean culture.
The food provided by Joh-Eun Korean restaurant including Korean traditional and modern food. Our target market is UTAR and TARC students and residents in Kampar who like Korean food. Opening a Korean restaurant makes them more convenient as Kampar does not have the similar restaurant yet.
The differentiation of Joh-Eun Korean restaurant compare to other is Joh-Eun will be offering food and beverages in relatively low price. Students’ promotion will be provided too. Students have to show their student identity card to us in order to enjoy 15% discount. The food and beverages are not as expensive as other Korean restaurant so students will be affordable to dine in Joh-Eun.

5.1 Strategic Resources
Core Competencies
Core competencies are the combination of pooled knowledge and technical capacities that allow a business to be competitive in the marketplace. Joh-Eun Korean restaurant have the competitive advantage because Kampar do not have any similar restaurant yet. Joh-Eun is selling Korean food and some of the beverages we selling are imported from Korea. These are part of the attractiveness point of Joh-Eun. Apart from that, a core competency should allow a company to expand into new end markets as well as provide a significant benefit to customers. Joh-Eun is different with other restaurants in Kampar. We are having promotion for all the students as long as they show us the student identity card. 15% will be discounted from the total bill.
Strategic Assets
The strategic assets are anything rare and valuable that a firm owns. Joh-Eun Korean restaurant is located in Kampar new town. New town is the most lively and crowded area because students will be hanging around all the time. We can attract many customers compare to other area in Kampar. Customers’ data shows that students are currently chasing the Korean trend and they like Korean culture very much. It will be the good strategic assets for Joh-Eun Korean restaurant. We will also provide training to the employees so that they will provide good services to the customers. Good services give good impression to customers. It helps our restaurant to build positive word-of-mouth and increase the reputation of Joh-Eun.
5.2 Partnership Network
Suppliers
Suppliers are those who supply the raw materials of the food to the restaurant. They are very important for the daily operation. We have to maintain a very good relationship with the suppliers so that they will provide good quality materials for our restaurant. Joh-Eun will be cooperating with many suppliers such as noodle suppliers, vegetable suppliers, meat suppliers, seafood suppliers, alcohol suppliers and more. If we order a bulk of materials from a supplier, we may get discount from them. It may help our restaurant to cut down some of the expenses.
Other key relationships
The other key relationships are the firm partner with other companies to make their business model work. Joh-Eun Korean restaurant will keep a good relationship with other Korean restaurants out of Kampar area in order to get some information and learn some business operating skills from them. It may help us to improve our operating skills and knowledge.
5.3 Customers Interface
Target market
Nowadays university’s students like to follow the Korean culture because many of them are often watching Korean dramas and shows. They prefer Korean trends rather than Japanese and others. This is why we had the decision in opening Joh-Eun Korean restaurant and our target market is the university’s students in Kampar area. Because of the target is university’s students, we have to make sure that they have the ability to pay for the healthy and delicious Korean cuisine.
Fulfillment and support
The fulfillment and support is the way Joh-Eun Korean restaurant delivery their services and products to their customers. Joh-Eun Korean restaurant is using qualify staff to deliver the service and product to the customers. Joh-Eun Korean restaurant is using positive word-of-mouth to spread and promote the restaurant. Our working team will try our very best to satisfy every customers so that they will help us to promote our restaurant. This will be the most effective way to promote the food and the restaurant to other students and customers.
Pricing structure
The target market of Joh-Eun Korean restaurant is the university’s students. So, the price of food and beverages cannot be too high because students are zero income and they may not afford of dine in an expensive restaurant. Because of that, our restaurant will be providing set value meal for the customers. Students can enjoy extra 15% discount from the total bill. This pricing structure is cheaper compare to other Korean restaurant, students will have the ability to pay for the cheaper and healthy foods.

6.0 Ethical & Legal Issues
General Partnership
Joh-Eun Korean restaurant is established with 3 partners. The advantages of the partnership are availability of skills and abilities for the business are more than the individual. Besides that, it’s easier to raising the funds when the business is lacking of money. Business loss can be deducted by the partner compare to sole proprietorship which needs to pay all the loss. It will not have double taxation compare to corporation. The disadvantages of the partnership are liabilities of each general partner are unlimited. Raising the capital of the business can be difficult. The business ends when one of the partners is dead or withdraws from the business. When make decision will have disagreement from other partners.
We have three persons to starting the business with partnership style. The partnership between us is divided profits equally and shares the risk equally. We decided to put the total RM50, 000 for starting our business.
The partnership needs to get the partnership license from the government as the Partnership Act 1961 and need to fulfill the condition of the act to start the business. The Partnership Act have 47 section stated for the partner to know the rule of partnership. They have divided into 5 part, the 1st part is PRELIMINARY, second is NATURE OF PARTNERSHIP, third is RELATIONS OF PARTNERS TO PERSONS DEALING WITH THEM, forth is RELATIONS OF PARTNERS TO ONE ANOTHER, and the last is DISSOLUTION OF PARTNERSHIP AND ITS CONSEQUENCES. The act included the definition of the partnership, liability of partner, partner property, dissolution the business and other.
Besides the Partnership Act the restaurant also needs to get the approver from the Kementerian Kesihatan Malaysia for checking the food to sell to customers, the safety of the food is the most important to the customers. So, the Kementerian Kesihatan Malaysia can give the approval to the Joh-Eun Korean restaurant for starting the business. Once the Joh-Eun Korean restaurant get the approver and the safety of foods are prove by the Kementerian Kesihatan Malaysia, customers can safely enjoy the Korean food.

7.0 Critical Risk Factors To startup a new business, it is better to cooperate with partners that have experience on that field. It is not easy to control the management and functioning of an entire business. Joh-Eun Korean restaurant is led by three fresh graduates Lim, Tan and Choong. The management team is still new and lack of experience, we are afraid that three of us are not able to handle the problems and risks facing by the restaurant. The total startup capital that needed for operating our Korean restaurant is approximately RM50, 000. It represents a fairly low value as the startup capital is only enough for the rental, decoration and design fees, furnishing and other basic expenses. New business requires more money to advertise in order to inform and attract new customers. Doing advertisement needed a huge amount of money. If we have not much budget to spend on advertising, our restaurant may not reach the target market effectively. It may caused us slow in generate profit. We are planning to hire students who are currently studying in UTAR and TARC. It is cheaper as it helps our restaurant to cut down some expenses but we will be having a big problem during examination period and semester break. Students will be focusing on their studies instead of doing part-time job. After the final examination is over, students will be going back to their hometown to have their semester break. In this critical period, our restaurant will be facing the problem of lack of workers. Apart from that, business of our restaurant will be hugely affected during semester break. Joh-Eun Korean restaurant is mainly targeted on students. Profit of the restaurant will be decline for about a month during every semester break. It is a big issue for our restaurant as we may not afford to cover our monthly expenses. Other than the above problems and risks, price of the food is also one of the factors that under our consideration. Although our restaurant will be offering value sets and promotions to students, the price of the food and beverages are still higher than other hawker stalls. Some of the students may not afford the price of our restaurant. For other customers except from students, the price of the food and beverages in our restaurant will be selling in normal price, but we will still provide value sets for all the customers. The most critical risk Joh-Eun Korean restaurant will be facing is the fading of the Korean trend among the students. Currently students are fascinated to Korean trend, they like to watch Korean dramas and shows, and follow the Korean fashion style. This is because a trend can be easily spread among the students. Korean restaurant will be their new attraction once it is open in Kampar. Unfortunately, trend among students can be change easily. If the Korean trend is fading after few months of opening Joh-Eun Korean restaurant, our restaurant will be facing decline in profits. If the problem continuously happens and last for a long time, our restaurant may have to face bankruptcy. Joh-Eun Korean restaurant will be cooperating under three fresh graduates. Although we are new in business field, but we believe that we will be able to handle our restaurant very well. We have knowledge in marketing and each of us have different expertise. We will separate our job accordingly to manage the restaurant. Fresh graduates are like a piece of blank paper, they can generate many creative ideas in many different ways. And here is a very good opportunity for three of us to learn how to manage a business and brings a brand new restaurant to Kampar.