O'ran Pte Ltd is proposing a business to produce and sell handmade natural bath and body products in Singapore. The proposal outlines O'ran's brand identity, target market, competitive analysis, marketing strategies including the 4Ps, and financial and operational plans to achieve leadership in revenue and profit in Asia through social responsibility and innovation. The management team believes this model can generate sustainable growth for producers, customers, and investors.

1. BUSINESS
PROPOSAL
Together, We Grow
Presented by: Hui Shan, NG | Clara, PUAR | Nicole, KOO

2. 00 O’RAN PTE LTD
The company
O’ran Pte Ltd | Business Proposal Together, We Grow 2

3. 00 O’RAN PTE LTD
Say oh-ran
• “O’ran” - inventive word
• Oriental + 然 (ran) or “natural” in chinese
• “As Bare As You Get”
• Unconcealed, naked, no addition
• Associates bare skin with our offerings
O’ran Pte Ltd | Business Proposal Together, We Grow 3

4. 00 FACES OF O’RAN
Key personnel
Hui Shan, NG
Managing Director
Deputy General Manager, Finance
Clara, PUAR
General Manager, Sales and Marketing
Nicole, KOO
General Manager, Administration and Operation
O’ran Pte Ltd | Business Proposal Together, We Grow 4

5. 00 AGENDA
An overview of today’s presentation
9 Future
Outlook
7 Financial
Management
4 Strategic 8 Exit
2 Competitive Plans
Analysis Analyses
6 Operation
3 Brand DNA Management
1 Background 5 Marketing
and Introduction Strategies / 4Ps
O’ran Pte Ltd | Business Proposal Together, We Grow 5

6. 01 TOGETHER, WE GROW
Introduction
Social Responsibility
Enhancing well-being
of workmen, their Business
families, local
community, society at Maximising wealth
large for owners
O’ran Pte Ltd | Business Proposal Together, We Grow 6

7. 01 TOGETHER, WE GROW
Introduction
Social Responsibility
Enhancing well-being
of workmen, their Business
families, local
community, society at Maximising wealth
large for owners
O’ran Pte Ltd
Generates sustainable growth ⬌ Grows quality of life
O’ran Pte Ltd | Business Proposal Together, We Grow 7

8. 01 TOGETHER, WE GROW
Introduction
PRODUCERS
As suppliers,
grow livelihood
O’RAN YOU
As business, grows As valued
brand value and investor, grows
market share sustainable wealth
O’ran Pte Ltd | Business Proposal Together, We Grow 8

9. 01 TOGETHER, WE GROW
Introduction
Mission
Achieves industry leadership
levels of revenue and profit in
Asia and beyond, through
innovation, authenticity and
Vision continual improvement, without
compromising the well-
An exemplary handmade being of people, animals and
the planet by being
cosmetics group known for committed to ethical and
fresh, natural and authentic sustainable acts
formulations
O’ran Pte Ltd | Business Proposal Together, We Grow 9

10. 02 THE INDUSTRIES
Cosmetics and Toiletries (C&T) and Corporate Social Responsibility (CSR)
• C&T
• Resilient to economic cycles
• C&T retail sector worth 〜～S$742.8M (2007),
3.8% in 2008 / 09
• CSR
• Increasing awareness and implementation since
Singapore Compact launched
• National society committed to bringing CSR
movement forward
• 240 organisations (e.g. MNCs, SMEs)
implementing CSR practices
O’ran Pte Ltd | Business Proposal Together, We Grow 10

11. 03 WHERE WE ARE NOW
Business overview
• Singapore-incorporated
• Produces and sells handmade
bath and body products
• E.g. face masks, soap bars, hand
and body lotions
• 1 January 2013
• Outsources manufacturing
to marginalised producers
• Registered member of
Singapore Compact
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12. 03 WHERE WE WILL BE
Business model as at 1 January 2013
KEY ACTIVITIES CUSTOMER
RELATIONSHIPS
KEY PARTNERS CUSTOMER
VALUE
SEGMENTS
PROPOSITION
KEY RESOURCES
CHANNELS
REVENUE STREAM
COST STRUCTURE
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13. 04 WORK FLOW
Organisational structure
Managing Director Reporting line
Deputy General Manager,
As at January 2013
Finance
Hui Shan, Ng Additional workforce as at
Secretary
Accounts Executive December 2017
Pauline, Heng
General Manager, General Manager, Sales &
Administration & Marketing
Operations Clara, Puar
Nicole, Koo
Operation Master 1 Operation Master 2 Retail Sales Lead 1 Retail Sales Lead 2
Retail Sales Associate 1 Retail Sales Associate Retail Sales Associate Retail Sales Associate
2 3 4
O’ran Pte Ltd | Business Proposal Together, We Grow 13

14. 05 FRIENDS OR FOES
Competitive analysis
• L’Occitane en Provence
• Our Natural Factory
• The Body Shop
• LUSH i. Keep up with up-to-
• Kiehl’s date technology and
• A-Yuan new media trends in IMC
ii. Strategic supplier
management to boost
productivity per supplier
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15. 06 BRAND DNA
O’ran’s make-up
Essence
Handmade bath and body
products using fresh
natural ingredients
Experience procured from rich Asian
We indulge our customers with lands which seek to
products made from fresh herbs soothe and cleanse
and fruits with medicinal or our consumers
healing capabilities and an
addictive in-store experience, Values
while ensuring that each
product reaches them in a Social responsibility;
sustainable way People-oriented;
Authenticity and
innovation
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16. 06 BRAND DNA
The O’ran logo
ran ➠ heart and
soul of O’ran
Wholesomeness,
responsibility,
reliability
Unfinished stroke
➠ continual
“World” ➠ improvement and
leadership levels of innovation
revenue and profit in
Asia and beyond
Neutral earth colour
➠ raw, bare, natural
sans serif ➠ modern
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17. 06 BRAND DNA
Target audience personality profile (TAPP)
Demographic
• 25 to 35 year old
Psychographic • Income: S$2,800
(20% disposable)
• Quality- and eco-conscious
• Exclusive and pampered
• Delighted by purchases with
far-reaching social goods
• Attracted to exotic formulations of
Asian makeups
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18. 07 HOW DOES IT SOUND?
Primary research
• Business model: use natural
ingredients which can cleanse,
“What is your overall perception of the soothe and heal
product described above?”
• Retain ethical, social values
Poor
60.0% 24.4%
Average “Would you be likely to select this product
Good 15.6% over other offerings from other brands?”
Excellent
Yes 73.3% 26.7%
No
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19. 08 PORTER’S 5 FORCES
Forces from horizontal and vertical competition
• High ease of HIGH THREAT OF
• Low barriers to
substitution SUBSTITUTE PRODUCTS MODERATE TO HIGH entrance and
• Low buyer THREAT OF NEW exit
switching costs ENTRANTS • Low initial
• Product investments and
substitutes fixed costs
readily available • Deterrence by
strict HSA
LOW TO regulations
• High degree of MODERATE
differentiation RIVALRY • Small economies
INTENSITY of scale
• Low buyer
switching costs
LOW • Low buyer
• Low threat of BARGAINING
MODERATE switching costs
POWER OF
forward integration SUPPLIERS BARGAINING • Low threat of
• High concentration POWER OF backward
of suppliers BUYERS
integration
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20. 09 PESTLE
Political . Economic . Social . Technological . Legal . Environment
P • Extremely low corruption levels
E • Ranks one of best places to do business
E • E.g. 2012 Budget Statement
• High per capita Gross Domestic Product
O’RAN PTE LTD
S
L • Most competitive corporate tax regimes
T • E.g. low corporate tax rate of 17%
• Retail sales grew 10.9% on-year, June ’11
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21. 09 PESTLE
Political . Economic . Social . Technological . Legal . Environment
P • Demand for natural, organic cosmetics
E surging in Asia (Organic Monitor)
E • “Sustainability”, “eco-friendly” remain buzzwords
O’RAN PTE LTD
in 2012
S • Social Media no longer a choice
L • Necessity for businesses to incorporate social
T media in IMC strategy
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22. 09 PESTLE
Political . Economic . Social . Technological . Legal . Environment
P • No need to apply for any product,
E manufacturer and import licences
E • Absence of major climate changes provides
O’RAN PTE LTD low-risk harbour for businesses
S
L
T
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23. 10 SWOT Strengths . Weaknesses . Opportunities . Threats
S TRENGTHS W EAKNESSES
WHO
INTERNAL
Addressed in “Future Outlook”.
O PPORTUNITIES T
HREATS
EXTERNAL
Addressed in “Future Outlook”. Addressed in “Contingency Plans”.
POSITIVE NEGATIVE
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24. 11 MARKETING MIX (4PS)
Marketing strategies
SALES INTRODUCTION GROWTH MATURITY DECLINE
TIME
YEAR 1 2 to 3 4 to 5
MARKETING Create product Maximise market share
OBJECTIVES awareness and
trial
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25. 11 4PS - PRODUCT
Marketing strategies
• USP through product
differentiation strategy
“How important (is effectiveness) as
being a part of this product?” • Fresh, natural ingredients
ethically, sustainably procured
Not Important
from Asia
Neutral 78.6% • Recommended by WHO for
Important 14.3% medicinal values
Very Important 7.1% • Singapore Green Labeling
Scheme Certification
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26. 11 4PS - PRICING
Marketing strategies
Premium pricing strategy
“How important (is being cheap) as • Price sensitivity fairly low
being a part of this product?” • Indication of good quality
through handmade process
Not Important
Neutral
• Avenue to support social cause
Important 41.7% 37.5% 20.8%
Very Important
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27. 11 4PS - PROMOTION (IMC)
IMC Plan: Year 1
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
INTERACTIVE Company Website
ADVERTISING
Blog (oranblog.com)
Facebook, Twitter
Webisodes
O’ran Mobile Application
DIRECT RESPONSE Direct Mailers
EDMs
PLACE ADVERTISING Train Platform Screen
Doors (Orchard Station)
STORE SIGNAGE AND
External and In-Store Shelf
POINT-OF-PURCHASE
Signs
ADVERTISING
CONSUMER-ORIENTED
Samples and Coupons
PROMOTIONS
Loyalty Program
Price-Off Packs
PUBLIC RELATIONS AND
Best Employee / Producer
PUBLICITY
/ Product Recognition
Brand Story
Team Bonding Activities
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28. 11 4PS - PROMOTION (IMC)
IMC Plan: Years 2 and 3
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
INTERACTIVE Company Website
ADVERTISING
Blog (oranblog.com)
Facebook, Twitter
Webisodes, Podcasts
O’ran Mobile Application
DIRECT RESPONSE Direct Mailers
EDMs
PLACE ADVERTISING Train Platform Screen
Doors (Orchard Station)
TRADITIONAL MASS
Magazines
MEDIA ADVERTISING
STORE SIGNAGE AND
External and In-Store Shelf
POINT-OF-PURCHASE
Signs
ADVERTISING
CONSUMER-ORIENTED
Refer to Year 1
PROMOTIONS
PUBLIC RELATIONS AND
Best Employee / Producer
PUBLICITY
/ Product Recognition
Brand Story
Team Bonding Activities
Milestone Events
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29. 11 4PS - PROMOTION (IMC)
IMC Plan: Years 4 and 5
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
INTERACTIVE Refer to Years 2 and 3
ADVERTISING
DIRECT RESPONSE Direct Mailers
EDMs
PLACE ADVERTISING Train Platform Screen
Doors (Orchard Station)
EVENT MARKETING AND
Seminars
SPONSORSHIPS
Contests
Sponsorships
TRADITIONAL MASS
Magazines
MEDIA ADVERTISING
STORE SIGNAGE AND
External and In-Store Shelf
POINT-OF-PURCHASE
Signs
ADVERTISING
CONSUMER-ORIENTED
Refer to Year 1
PROMOTIONS
PUBLIC RELATIONS AND
Best Employee / Producer
PUBLICITY
/ Product Recognition
Brand Story
Team Bonding Activities
Milestone Events
Article Contributions
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30. 11 4PS - PROMOTION (IMC)
Marketing strategies
Direct response, interactive
advertising
“How many hours do you spend
television, newspapers and internet on • Electronic direct mailers
average per day?” • 1st 6 months, bi-monthly
• Company Website
Television / Radio
Newspapers 61.7% 24.3% 14.1% • Webisodes
Internet / Smartphone • Blogs, podcasts, social
networks
• Smartphone application
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31. 11 4PS - PROMOTION (IMC)
Marketing strategies
Seminars and contests (Year 4 onwards)
• Encourage participation from customers, friends
and families
Sponsorship of causes (Year 4 onwards)
• Effort to advocate social responsibility
• To build desired brand image and values
Marketing-oriented PR and publicity
• Milestone events (eg.O`ran birthday)
• Create awareness, audience participation
• Quarterly highlight outstanding performer
• Show appreciation
O’ran Pte Ltd | Business Proposal Together, We Grow 31

32. 11 4PS - PROMOTION (IMC)
Marketing strategies
Marketing budget (S$)
YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
ON-LINE (E.G. BLOG, MOBILE APP) 3,550 2,550 2,550 2,550 2,550
DIRECT RESPONSE (E.G. MAILERS) 30,000 10,000 10,000 10,000 10,000
PLACE ADVERTISING (E.G. TRAINS) 110,400 55,200 55,200 55,200 55,200
EVENT MARKETING, SPONSORSHIPS 0 0 0 3,800 3,800
MASS MEDIA (E.G. MAGAZINES) 0 6,000 6,000 6,000 6,000
EXTERNAL/IN-STORE SIGNAGES 2,000 2,000 2,000 2,000 2,000
OTHERS (E.G. PUBLIC RELATIONS) 830 2,890 2,890 3,070 3,070
TOTAL ANNUAL MARKETING 146,780 78,640 78,640 82,620 82,620
EXPENSES
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33. 11 4PS - PLACE
Marketing strategies
• Sell directly over the counter at its flagship
OF
FIC
retail store at Orchard Ion
E
• Control over how, to whom, at what price
• Reduce costs
• On-line purchase on official website
• Shift in buyers’ behaviour to online shopping
W
AR
EH
SH OU
ELF SE
SH
ELF
SH
ELF
DIS
PLA
YT
AB
LE
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T S

34. 12 HOW WE OPERATE
Operation management
PRODUCTS RETURN
SUPPLIERS (PRODUCERS)
TRAINING AND PRODUCTION QUALITY
SUPERVISION SCHEDULING CONTROL
(PRODUCTION) ORAN.COM
O’RAN (RETAIL)
WAREHOUSING
AND STORAGE
INVENTORY
UPDATE
PACKAGING
AND
DELIVERY
CONSUMER IS STORE SALES SUPPORT
BOSS MANAGEMENT MANAGEMENT
T S
OR LE
PP SA
SU ER-
T
AF
END-CONSUMERS
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35. 12 HOW WE OPERATE
Operation management
TRAINING AND PRODUCTION QUALITY
SUPERVISION SCHEDULING CONTROL
(PRODUCTION)
❶ Training and Supervision
• 3 - 5 months to train and supervise suppliers
❷ Production Scheduling
• Every 2 months one production
❸ Quality Control (Production)
• To promptly rectify deviation from prescribed
standards promptly rectified
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36. 12 HOW WE OPERATE
Operation management
❹ Warehousing and Storage
• Sorted, repackaged and kept in a cool, dry place for
up to 3 months WAREHOUSING
AND STORAGE
❺ Inventory Update
• Upadate SRM system, catalogues, website INVENTORY
UPDATE
❻ Packaging and Delivery
• Weighed and sold bare
• Third party logistics service provider PACKAGING
AND
DELIVERY
❼ Sales support management
SALES SUPPORT
• SAs work on 6 - 8 hour shifts to assist SL MANAGEMENT
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37. 12 HOW WE OPERATE
Operation management
❽ Store Management
• Addictive in-store experience
• Exchange policy - within 7 days from date
of purchase
CONSUMER IS STORE
BOSS MANAGEMENT
❾ Consumer is Boss
• Spend time with consumers
• Regularly administer quantitative surveys
O’ran Pte Ltd | Business Proposal Together, We Grow 37

38. 13 O’RAN AND SUPPLIERS
Supplier Relationship Management (SRM)
Measure Performances
• Establish KPIs
• Track suppliers’
performance STORE SUPPLIERS
overtime
SRM
LOGISTICS
COMPANY
Execute and Collaborate
• Automate generation
of production orders
• Issue delivery notes
and transport orders
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39. 14 OUR PEOPLE
Labour needs
1. Operation Master (OM)
• Supports OGM in R&D
General Manager, General Manager, Sales &
• Travel and manage suppliers
Administration & Marketing
Operations
Nicole, Koo
Clara, Puar 2. Retail Sales Lead (RSL)
• Reports to Sales & Marketing GM
• Evaluates associates’ performances
Operation Master Retail Sales Lead
• Interacts with customers at frontline
3. Retail Sales Associate (RSA)
• Minor administrative tasks in store
Retail Sales Associate 1 Retail Sales Associate
2
• Assistant to RSL
O’ran Pte Ltd | Business Proposal Together, We Grow 39

40. 15 THERE’S ROOM FOR FUN
O’ran work culture
Morality,
creativity,
spontaneity,
problem solving, lack
of prejudice, acceptance
SELF-ACTUALISATION of facts
Self-esteem, confidence,
achievement, respect of others,
ESTEEM respect by others
friendship, family, sexual intimacy
LOVE/BELONGING
security of: body, employment, resources, morality,
the family, health, property
SAFETY
breathing, food, water, sex, sleep, homeostasis, excretion
PHYSIOLOGICAL
Maslow’s Hierarchy of Needs
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41. 16 SHARE CAPITAL
How much we require from you
S$500,000
Investment Required
Current Cash
51.0%
S$245,000
49.0%
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42. 17 STARTING UP
How much we need for the first six months of operation
S$600,000
Salaries and Bonus
Rent
Starting Inventory
Advertising (First Year) • 1 January 2013 to 30 June 2013
Others
• Key expenses:
45.1% • Salaries and bonus 9.9%
• Advertising (first year) 12.3%
9.9% • Rent 13.6%
• Starting inventory 19.0%
12.3% 13.6%
19.0%
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43. 18 O’RAN IN NEXT 5 YEARS
Financial management
Balance Sheet (SGD‘000)
As at 31 December
YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
TOTAL CURRENT ASSETS 433 413 393 507 719
TOTAL FIXED ASSETS 36 18 45 18 45
TOTAL ASSETS 469 431 438 525 764
TOTAL LIABILITIES 45 45 59 50 91
TOTAL LONG TERM LIABILITIES 75 50 25 0 0
TOTAL SHAREHOLDERS’ EQUITY 349 336 354 475 674
TOTAL LIABILITIES AND EQUITY 469 431 438 525 764
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44. 18 O’RAN IN NEXT 5 YEARS
Financial management
Profit and Loss (SGD‘000)
YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
REVENUE 600 749 841 1,078 1,306
COST OF GOODS SOLD (210) (231) (254) (280) (307)
GROSS PROFIT 390 518 587 798 999
OTHER INCOME(S) 55 50 50 50 50
OPERATING EXPENSES (596) (580) (616) (702) (809)
NET PROFIT BEFORE TAX (151) (13) 21 146 240
TAX EXPENSE 0 0 (4) (25) (41)
NET PROFIT AFTER TAX (151) (13) 17 121 199
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45. 18 O’RAN IN NEXT 5 YEARS
Financial management
Sales Revenue SGD’000 Net Profit Before Tax SGD’000
300
1,400
1,306 250 240
1,200 200
1,078 150 146
1,000
Year 4
Year 5
Year 2
Year 3
Year 1
841 100
800 749 50
600 21
600 0
-50
-13
400
Year 4
Year 5
Year 2
Year 3
Year 1
-100
200
-150
-151
0 -200
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46. 18 O’RAN IN NEXT 5 YEARS
Financial management
Break-even revenue
S$866,400
• Year 4 or FY 2016
O’ran Pte Ltd | Business Proposal Together, We Grow 46

47. 19 HOW O’RAN WILL FARE
Measuring financial effectiveness and efficiency
Return on Investment (ROI)
Return on Investment %
40.0
YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
32.6
30.0
27.5 ROI (%) 22.9 20.5 32.6
22.9 20.5
-32.1 27.5
20.0
Year 4
Year 5
Year 2
Year 3
Year 1
10.0
0
25.9%
-10.0
-20.0
-30.0
-32.1
-40.0
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48. 19 HOW O’RAN WILL FARE
Measuring financial effectiveness and efficiency
Gross Margin (GM)
Gross Margin %
72.0
71.3 YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
71.0
GM (%) 63.2 67.6 68.2 68.7 71.3
70.0
69.0 68.7
68.0 68.2
67.6
67.0
66.0
65.0
Year 4
Year 5
Year 2
Year 3
Year 1
64.0
63.0 63.2
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49. 20 CASHING OUT
Exit strategies
Merger
• Increases business
value if we meet
perfect acquiring
Sale to strategic buyer company
• Most attractive and
common
• Pay acquisition premium
IPO
• Profitable;
market value
$25M to $50M or
revenue $30M
to $50M
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50. 21 WHAT FUTURE HOLDS
Future outlook
Brand Line Expansion Backward Integration Brand Extension
Stores Expansion B2B Sales Market Penetration
2013-15: Build brand awareness 2019: Secure local 2022 and onwards: Branch into
2016-17: Focus on specialised manufacturing facility other profitable industries and
functions such as R&D for 2020: Increase market share by international markets beyond
greater scale brand line exploring B2B segment Asia
expansion (i.e. product variety) 2021: Extensive CRM system 2025: Set up an O’ran Asia
2018: New stores opening in ready for use Funds in aid of marginalised
CBD communities
YEAR 1 (FY2013) YEAR 7 (FY2019) YEAR 10 (FY2022)
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51. 22 CONCLUSION
Together, We Grow
• Inclusive community
• C&T a lucrative industry (US$71B in Asia)
• Unique CSR business model
• Marginalised persons for economic self-sufficiency
• Investors for protracted investment horizon
• ROI ➠ Sustainable growth and value
maximisation
40.0
Return on Investment %
30.0
20.0
10.0
0
-10.0
-20.0
-30.0
-40.0
Year 1 Year 2 Year 3 Year 4 Year 5
O’ran Pte Ltd | Business Proposal Together, We Grow 51

52. THANK
YOU
Together, We Grow
Presented by: Hui Shan, NG | Clara, PUAR | Nicole, KOO