SMEs and Established Decision

Prof. (Dr.) Kao Kveng HongPh.D., D.Litt., D.Sc.

Chapter 9

Overview Topic

• Product of Our Enterprises we should do ?• A simple Research to Start up enterprises• Step to start the Enterprises

5 Steps for Turning Your Invention Ideas Into a ProductStep 1: Document It• Write down everything you can think of that relates to your invention, from

what it is and how it works to how you'll make and market it. • Step 2: Research ItYou will need to research your idea from a legal and business standpoint. Before you file a patent, you should:• Complete an initial patent search. • Research your market. Step 3: Make a Prototype• A prototype is a model of your invention that puts into practice all of the

things you have written in your inventor's journal. Here are some general rules of thumb when prototyping your invention:

• 1. Begin with a drawing. Before you begin the prototyping phase, sketch out all of your ideas into your inventor's journal.

• 2. Create a concept mockup out of any material that will allow you to create a 3-D model of your design.

• 3. Once you're satisfied with the mockup, create a full-working model of your idea.

Step 4: File a Patent• There are two main patents you will have to choose from: a utility patent

(for new processes or machines) or a design patent (for manufacturing new, nonobvious ornamental designs).

• 1. Do your homework. Have your inventor's journal, prototype and notes with you.

• 2. Make sure they are registered with the U.S. Patent and Trademark Office.

• 3. Ask them what their technical background is. If your invention is electronic, find a patent professional who is also an electrical engineer.

• 4. Discuss fees. Keep your focus on smaller patent firms. Step 5: Market Your Invention• Now it's time to figure out how you're going to bring your product to

market. Create a business plan:

5Steps (Con’t)

PROBING FOR CANDLES1st Step: Where can candles be used?

At home (house)Outdoors

During vacationsAt restaurants

Worship place (church, temples)Vigils

Rally/concerts (gimmick)

ACTUAL PROBING WORKSHEET

Let’s select: Home and outdoors2nd Step: Where there?

Dining room CampsitesLiving room (sala) Picnic areaBedroom Rally/festivalGarden Pyro displayBathroom (fireworks)Kitchen

AT HOME OUTDOORS

Select further: Dining and picnic area3rd Step: With whom?

Family FamilyFriends (Peers) Friends/DateBusiness associates Business AssociatesDate Club membersChurch household Charity event

DINING ROOM PICNIC AREA

Dining with family + Picnic with Friends4th step, ask:

Based on the occasions mentioned in Step 4, 5th Step: What do the users hope to create other than light?

Holidays – festive (make happy) atmosphereDate – a romantic ambiance

Family gathering – relaxed environmentPicnic – to drive away insects

FAMILY FRIENDS/DATEBirthdaysAnniversariesHolidaysGraduationsReconciliations

First dinner (to impress)Subsequent dinner (one more)Valentine’s DayWelcome back

PROBING = ACTUAL PRODUCTFESTIVE CANDLES (HAPPY)• TAN/BROWN AND ORANGE CANDLES WITH

SCENTS OF CINNAMON• STRIPED RED AND WHITE OR GREEN CANDLES WITH

SCENTS OF MINTROMANTIC CANDLES (CHARMING)• TALL, FLUTED, TAPERED CANDLES WITH EXOTIC COLOR FOR FIRST

DATE• FLOATING AROMATIC CANDLES TO ENHANCE MOOD• RED SPIRALED CANDLES WITH SCENTS OF ROSE FOR VALENTINESOUTDOOR CANDLES (NO HASSLE)• LARGE AND LONG-LASTING CANDLES INFUSED WITH

CITRONELLA AS REPELLANT• CANDLES IN WINDPROOF CONTAINERS OR LANTERNS

Pam – Ice Mixx

• Pam wanted an American brand but decided to build her own “Ice Mixx” and made it one of the most affordable but tastiest soft serve ice creams.

• Started her own ice cream business for less than $1,162 and sold it for $0.09 a cone when others were selling at $0.23-0.28.

• Got her first million in first year of operation with 8 to 9 branches.

Example - King Kebabs

Counting involved defining the Demographics, understanding the Psychographic and finding the GeographicDemographics – WHO is the market? Markets are busy professionals who want sandwiches not rice meals. Chose CALL CENTER AGENTS.Psychographics – WHY the market buys? Call center agents normally no time to get out of office to eat. Opportunity to offer delivery service for hot meals/filling snacks.Geographic – WHERE is the market? Chose the end of Emerald Avenue In Ortigas Center. Place is rentable + available + affordable.

Example: Red Panda Express CountDATE TRAFFIC COUNT

July 9 1776July 10 1070July 11 1173July 12 1419July 13 2401

Average 1567 pax

TYPE %WORKING CLASS 40-50%BUDGET CROWD 30-40%UPPER/MIDDLE CLASS 10%

Traffic count of sandwich shop at Glorietta

BREAK

Day Thursday Friday Saturday Sunday11:00 AM 12 14 9 712:00 PM 14 9 18 221:00 PM 32 37 20 412:00 PM 18 34 21 213:00 PM 15 28 32 354:00 PM 25 17 25 215:00 PM 30 18 24 306:00 PM 35 30 41 327:00 PM 34 43 35 158:00 PM 9 16 18 9TOTAL 224 246 243 233

James Chua• Knowing nothing on baking when he started

Foodman Industries Corp., James studied it at the Philippine Institute of Baking.

• In 1982 with $1,465 as capital, a borrowed car as delivery van, their guestroom as warehouse, back lawn as oven area, front lawn as living quarters for workers, Foodman started to grow.

• From just one outlet, it grew to 15 outlets with snack bar today. It also resulted to a noodle factory, a supermarket, a department store, and an ice cream company.

James Chua – Foodman Industries Inc.

Example 1: High-end dresses ($58 - $93 per piece)I – quality textile materials from US/HongkongP – fashionable, up-to-date design every 2 weeks (she designs) + subcontracted cutter/sewers + consignment arrangement with shopsO – limited designer dresses (slim fashionistas)Example 2: Day/Casual RTW dresses for chubby women (Coozy)I – Hongkong and Bangkok dresses/blouses from wholesalers P – Weekly visit to supply sources + retail shop + merchandizerO – big sizes from XL to 4XL

I-P-O of Several Types of Business/ SMEsBusiness INPUT PROCESSOR OUTPUT

Restaurant Raw food supplier The cook, kitchen equipment and the menu/recipe

Final dish (themed or local fare)

Bakeshop Flour/baking supplies

Baker + store crew + oven

Baked goods

Clothing Cloth, accessories (buttons, zippers, etc.), thread

Designer, sewer and retail shop merchandizer

RTW clothes

Pet Shop Food, medicines Supplier for pet food/ medicines, veterinarian and clinic facility

Clean, healthy happy pets + happy owners

Spa Oils, essences/herbal products, massage area

Therapist, massage area, wet area (jacuzzi)

Soothing/healing massage + relaxed client

Internet/ Computer Shop

Computers, game/ office software

Technician + play/room area

Uninterrupted gamers with challenging games

WHAT ACTUALLY HAPPENED FROM DECEMBER TO APRIL

DECEMBER JANUARY FERBRUARY MARCH APRIL

1W 2W 3W 4W 1W 2W 3W 4W 1W 2W 3W 4W 1W 2W 3W 4W 1W 2W Company Set-up papers

BUSINESS PLAN/FINANCIALS

DTI TRADEMARKS

Initial Money in the bank

JOINT VENTURE WITH THE SITE FRANCHISOR/ OWNER

CURRENT ACCOUNT WITH BDO

Completion of actual product/ service

COOKING MANUAL/ PRODUCT PRICING

INGREDIENTS (MEAT PATTIES, SUPERDOUGH, MAYONNAISE, CHEESE)

INITIAL PRODUCT TESTING

FINAL PRODUCT DEMO WITH PRINCIPAL

HACCP (FOOD SAFETY) CERTIFICATION

Department of Trade and Industry ( DTI)/ Ministry of commerce, BDO ( bank Name), Hazard analysis and critical control points ( HACCP)

WHAT ACTUALLY HAPPENED FROM DECEMBER TO APRIL

DECEMBER JANUARY FERBRUARY MARCH APRIL

1W 2W 3W 4W 1W 2W 3W 4W 1W 2W 3W 4W 1W 2W 3W 4W 1W 2W

Completion of equipment/store

MEETING WITH LEASOR/ LOCATION OWNER FOR STORE PLANS

TOASTER GRILL SELECTION/TEST/ PURCHASE

CHEST TYPE FREEZER PURCHASE

CHILLER DISPLAY SELECTION/SIZING/ PURCHASE

MEETING WITH ARCHITECT/ISSUANCE OF NOTICE TO PROCEED

CHECK ELECTRICAL LOAD/ AREA PERIMETER/ COOKING AREA

MOBILIZATION AND SCOPE OF WORK

STOCKROOM, SHELVINGS & WORKTABLE

FOOD COUNTER COMPLETION/ DOUBLELOCKS

WHAT ACTUALLY HAPPENED FROM DECEMBER TO APRIL

DECEMBER JANUARY FERBRUARY MARCH APRIL

1W 2W 3W 4W 1W 2W 3W 4W 1W 2W 3W 4W 1W 2W 3W 4W 1W 2W

Hiring of initial personnel

SELECTION OF STAFF/ TRAINING

Agreement with Suppliers/ Distributors

CONTRACT TERMS WITH INGREDIENT SUPPLY

SUPPLY OF SANDWICH WRAPS

Market test with customers

ACTUAL SAMPLING OF PRODUCTS

PRICE POINT SURVEY

Moving into actual

COMPANY LOGO/DESIGN OF PACKAGING

PANAFLEX MENUBOARD + SANDWICH PICTURES

STREAMERS/BROCHURES

SUPPLIES & INGREDIENTS AT STORE

TELEPHONE LINE + CASH REGISTER

Start of Business

SOFT OPENING

STORE BLESSINGS

Step to Start SMEs• ជំហានចាបំាច់ ពេលពេ� �មអាជ�វកម្មខ្នា� តតូចនិងមធ្យម

ការផ្ដើ���មអាជ�វកម្ ខ្នា� តតូចតម្រមវូឲ្យមានការតាងំចិត្តខ្ពស់ ការផ្ដើ!�ក ទឹកចិត្ត និងយ!់ដឹងព��្លូវ (យុទ្ធសាស្) ដែដ!ម្រតវូផ្ដើ,-�ដំផ្ដើ.� រផ្ដើ/្ព ះរក

ភាពផ្ដើ2គជ័យ។ ខ្នាងផ្ដើម្រកាមផ្ដើនះ 2គន្លឹះខ្ល�ៗ សម្រមាប់ម្របិយមិត្ត មិត្ត យុវវយ័ ដែដ!ចង់ផ្ដើប�កអាជ�វកម្មផ្ដើ9យខ្លួនឯង ផ្ដើដ�ម្ប�2ទុនគំនិត ស្ង

យ!់ ព�អ-�ដែដ!ម្រតវូផ្ដើ,-�ផ្ដើដ�ម្ប�ជួយឲ្យអាជ�វកម្មថ្ម�ផ្ដើ?ះទទួ!ផ្ដើ2គជ័យ។• កំណត់ឱកាសមុខជំនួញរបស់អ�ក៖ ការផ្ដើម្រជ�សផ្ដើរ @សប្ផ្ដើAទមុខជំនួញ

ផ្ដើដ�ម្ប�ចាប់ផ្ដើ���ម2ផ្ដើរDងមួយដ៏!ំបាក ផ្ដើម្រGះផ្ដើតាងឲ្យផ្ដើយ�ងសិក្សាស្ង យ!់ព�ឱកាសនៃនមុខជំនួញផ្ដើ?ះ។ ម្រតវូដឹងថា ផ្ដើត�អ�កស្ឡាញ់ចូ!ចិត្ត

អ-�2ងផ្ដើគ។ ផ្ដើម្រMព�ផ្ដើនះ អ�កក៏ម្រតវូដឹងដែដរថា អាជ�វកម្ម ដែដ!អ�កចង់ផ្ដើ,-� 2អាជ�វកម្មងាប់ ( អាជ�វកម្មដែដ!វវិត្តន៍តិចតួច ឬមិនវវិត្តន៍ទាងំម្រសងុ) ឬ2អាជ�វកម្មរស់ ( អាជ�វកម្មដែដ!អាចរ @ក!ូតលាស់បានផ្ដើ!Dន)។

Step to Start SMEs ( Con’t)

• ពេធ(�គពេ*+ងផែ�នការ៖ គ្ប់ការចាប់ផ្ដើ���ម ទាងំអស់ ការផ្ដើ,-�គផ្ដើម្រមាងជួយឲ្យអ�ក យ!់ដឹងកាន់ដែតផ្ដើម្រUព�រច?សម្ព័ន្ធអាជ�វកម្ម នៃដគូប្កួតប្ដែជង និងផ្ដើដ�មទុនដែដ!

តម្រមវូ។ ផ្ដើប�កផ្្ដើVកផ្ដើម�! ការសិក្សាមួយដែដ!បានផ្ដើ!�កផ្ដើV�ងក�ងុផ្ដើសWវផ្ដើX“Business Plans For Dummies” ផ្ដើ9យផ្ដើលាក Paul Tiffany ក៏បាននិយាយ

ដែដរ ម្រកមុហ៊ុនទាងំឡាយណាដែដ!មានគផ្ដើម្រមាងដែ�នការច្បាស់លាស់ ផ្ដើ?ះនឹងមាន ឱកាសទទួ!បានចំ.ូ! ៥០% ផ្ដើម្រច�ន2ងម្រកមុហុ៊នដែដ!មិនមាន។

• ស្ងរកថវកិា៖ 2ផ្ដើរDងដែដ!មិនអាចខ-ះបាន។ ការស្ងរកថវកិា 2�្កមួយ ចាបំាច់2ងផ្ដើគ ផ្ដើហ�យវ,ិ�សាស្ផ្ដើនះខុសប្កព�មា� ក់ផ្ដើ`មា� ក់។ ផ្ដើត�បA្ពថវកិាប្ផ្ដើAទ

ណា ដែដ!សមនឹងមុខជំនួញរបស់អ�ក? ប្Aពទាងំផ្ដើ?ះអាច2 របស់មាa ស់ អាជ�វកម្មផ្ទាc !់ ព�មិត្តA័ក�ិ និងសមាជិកក�ងុម្រកមុម្រគសួារ ព�នៃដគូវនិិផ្ដើយាគ កមa�

ហិរញ្ញប្បទាន ឬកម្មវ,ិ�ឧបត្ថម្ភ2ផ្ដើដ�ម។

Step to Start SMEs?

• ដាក់ពេ1្ម ះអាជ�វកម្ម៖ ការផ្ដើម្រជ�សផ្ដើj្ម ះអាជ�វកម្មដ៏ម្រតឹមម្រតវូ អាចទាញចំណាប់ អារម្ម.៍អតិថិជនឲ្យចាប់អារម្ម.៍មកផ្ដើ!�ផ្ដើសវាកម្ម ឬ�!ិត�!របស់អ�ក។ 2

ទូផ្ដើ`តាមប្Aពមួយចំនួនផ្ដើ!�កផ្ដើV�ងថា ផ្ដើj្ម ះអាជ�វកម្មគួរដែតខ្ល� ងាយម្រស!ួចាំ ខុស ប្កព�អ�កដនៃទ និងទាក់ទាញ។

សំុអាជ្ញា4 ប័ណ្ណ ៖ ម្រតវូចុះផ្ដើj្ម ះអាជ�វកម្ម2មួយអា2m ,រGក់ព័ន្ធ។• កំណត់ទ�តាងំអាជ�វកម្ម៖ ការផ្ដើម្រជ�សផ្ដើរ @សទ�តាងំដ៏ម្រតឹមម្រតវូ នឹងអាចជួយឲ្យអាជ�វកម្ម

ទទួ!ផ្ដើ2គជ័យបានរហ័ស។ ទ�តាងំអាចផ្ដើnទ�ប្ជំុប្ជន �្លូវដែកង ឬក្រ�្លូវប្សព- 2 ផ្ដើដ�ម។ ផ្ដើម្រMព�ការផ្ដើម្រជ�សផ្ដើរ @សទ�តាងំ ម្រតវូទិញសមា្ភ រៈចាបំាច់សម្រមាប់ការយិា!័យ និង អាជ�វកម្ម ការរច?ទ�កន្ងឲ្យមានភាពទាក់ទាញ ក៏ការចាបំាច់ដូចគ្នា� ។

• សង្ឃឹមថា ចំ.ុចដែដ!បានផ្ដើរWបរាប់ខ្នាងផ្ដើ!�នឹងជួយ��!់2គំនិតចំផ្ដើGះអ�កទាងំ ឡាយដែដ!ចង់ចាប់ផ្ដើ���មអាជ�វកម្មថ្ម�មួយដ!់ខ្លួនឯង៕