Background
According to a Channel News Asia website
report on 5 December 2012, a plot of
land at East Coast Park and opposite Parkway Parade will be redeveloped
into a commercial and recreational
hub. It was originally a golf driving range. National Parks (NParks) is
revitalising this area by developing this into another lifestyle hub, where people can get to play, eat and shop.
This new area will consist of 10 F&B and retail outlets.
There are
several ways to start a business and one of them is to get a franchise. Some of
the advantages of using franchising are brand-name
appeal with a proven record and the proper training and guidance that are
provided.
Question 1
On a group basis, formulate a comprehensive feasibility
plan on a non-F&B Franchise your team is keen to introduce as one of the outlets to be located at
this new lifestyle hub along the East Coast Park.
The Group Based
Assignment (GBA) submission should be a word
document as per the format provided at the end of this document.
(100 marks)
Guidelines and Assumptions
1. GBA groups are free to conduct desk
research, field research, interviews, etc to identify possible business ideas
and to collect the data required to assess the financial attractiveness of the
opportunity.
2. The business idea must be a non-F&B Franchise.
3. The rental for the retail outlet space is
assumed to be $10,000/monthly for the duration of 3 years. It is assumed that
the depreciation for any capital investment is a straight line over 3 years.
4. The Comprehensive Feasibility Plan
must be written in the form of a
report using the formatshown
below.
5. Assumptions
made must be supported by appropriate references shown in “Appendix A:
References for Assumptions Made” in the report. Sources from the
Internet may be quoted.
6. Indicative
report length is 17 pages (without appendices). Executive Summary must be only one (1) page long. All the three financial statements
(Income Statement, Balance Sheet and Cash Flow) must be included in the main
report. Approximately 10 marks may be deducted for every additional page.
Quality of content is more important than length.
Dear Sir/Madam
For your information, East Coast Park in Singapore
is a place where people of all ages and from all walks of life like to spend their
time relaxing, have picnics, swimming & sun tanning at the beach, cycling,
have barbeques, eating, etc. Parkway Parade is a shopping mall. There are residential
areas – HDB flats, apartments, condominiums & private properties (our
locals as well as expatriates live in these areas) and stores in the
vicinity of Parkway Parade.
The franchise my group has chosen is: Flip
Flop Shops
Dear Expert, kindly refer to this link for the
various information when writing the report.
.flipflopshops.com/index.php”>http://franchise.flipflopshops.com/index.php
PLEASE DO NOT WRITE ON OTHER FRANCHISES!
You just have toanswer the sections that are highlighted in
red.
Part 1: Executive Summary – ONLY 1 page
Part 2: Technical Feasibility (2.1 & 2.2) – 1
page
Part 3: Market Feasibility (3.1, 3.2, 3.3, 3.4 &
3.5) 3pages
Please ensure that you write the report by
following the format given.
Kindly ensure that all parts of the questions are
answered accordingly for example, the Franchise Fees, Royalty fees must be
stated in the report. Such figures MUST be factual according to my professor
who will be marking my report! So kindly, refer to the link closely to gather
information.
Most importantly, kindly adhere to the stipulated
number of pages especially the Executive Summary MUST be 1 page! For
Technical Feasibility and Market Feasibility, you can extend by half or one
page more where necessary.
**DO NOT ANSWER PARTS 4, 5, 6 & 7! MY GROUP
MEMBERS WILL BE DOING THESE SECTIONS.
GBA REPORT FORMAT
Table of Content
1
Executive Summary (maximum 1 page) 14 marks
2
Technical Feasibility (1 page) 10 marks
2.1 Description of the Product(s)/Service(s)
2.2 Value Proposition of the
Product(s)/Service(s)
3
Market Feasibility (3 pages) 20 marks
3.1 Market Potential
3.2 Market Segmentation, Target Customer and
their Characteristics
3.3 Potential Market Share and Sales Volume
3.4 Potential Sales Price, Franchise Fees,
Royalty Fees and Infrastructure Costs
3.5 Promotional Activities
4 Financial Feasibility (8 pages) 25 marks
4.1 Assessment of
Financial Statements
4.1.1 Income
Statement (1st year – Monthly Statements; 2nd to 3 year – Quarterly Statements)
4.1.2 Cash Flow
(Quarterly Basis)
4.1.3 Balance Sheet
(Yearly Basis)
4.2 Break-even
Analysis using the Graphical Method
4.3 Sources of
Capital: Justification for proportion of Debt and/or Equity Funding
4.4 Expected
Financial Returns: NPV and IRR
(Assume cost of debt
= 4%, cost of equity = 10%, Corporate Tax = 17%)
5 Organisation
Feasibility (1 page) 6 marks
5.1 Founding
Members, Personnel Requirements and Perceived Gaps
5.2 Legal
Responsibilities of the Franchisee
6 Competition
Analysis (2 pages) 20 marks
6.1 Assessment of
Industry using Porter’s 5 Forces
7 Conclusion (1
page) 5 marks
7.1 Attractiveness /
Viability of Business
Appendix A: References for Assumptions Made
Total 100 marks
I look forward
to an excellent report.
Thank you.
Regards
Ida
