Problems: Solution

Problems
We are committed to making a kind of beverage that could provide a better drinking
experience for customer. After a thorough survey of all kinds of beverages in the current
market, we understand there are some pains in the market. Currently, there are numerous
beverages brand taking the lead in the industry such as TEALIVE, BAWANGCHAJI,
BLACKWHALE, etc. These big brands are currently competing to share a bigger slice of the
market. However, after some research we have found out these brands have some critical
weaknesses. Brands such as TEALIVE, BAWANGCHAJI and BLACKWHALE, their beverages are
selling at a relatively higher price compared to coffeeshop drinks. We have visited few
branches of these brands, the price of beverages on the menu was mostly above RM10.00
some beverages are even sold at RM 18. This price could be less affordable for student.
Besides that, there is an increasing healthy awareness among the public in terms of foods
and drinks. We have seen this opportunity and come up with a healthy product to keep up
with the trend. After some surveys, beverages that are currently in the market are mostly
boba drinks which has been gradually recognized as an unhealthy drink. These types of
beverages generally are having super high level of sugar contained in order to maximize
beverage taste. What is more, majority of the beverages in the market contained too much
artificial ingredients and food coloring to optimize the visual effect of the beverage. Once
consumers understand the use of unhealthy ingredients, they will be looking for an
alternative in the near future. Other than that, most of the beverages in the market are not
portable and able to drink whenever we want to. Beverages such as TEALIVE are served with
a plastic cup and sealed with a machine. Once you insert the straw, you must finish the
whole drink. This type of beverage is not suitable to store after drinking. Therefore, after
analyzing these issues we found, we come up with a product that possesses the ability to
resolve these issues and address their needs.
Solution
It is never easy entering the beverage market without any adequate strategies since these
brands have their own loyal customers. To resolve this issue, we invented a recipe of
refreshing fruit tea named AFTERADAY, that is served in a reusable cylinder bottle.
AFTERADAY brings convenience to customers as the design of the container is portable. It is
suitable for work, school, and sports. Customer may keep it in his bag and drink it whenever
he wants. In terms of the size, the volume of the container is merely 400ml, exact size that
brings convenience for everyone. Besides, our aim is to create a beverage that is healthy for
the old and the young. To achieve our mission, we have adjusted our recipe precisely to
provide the best taste for customers after many times of trial and error. By optimizing
customers drinking experience, we reduce the sugar level to an extremely low level. Also, by
understanding people love eating fruits we have increased the volume of fruit garnish per
bottle.
Competitive advantage
As a start-up business, we have our competitive advantages. We have the sense that
customers do really pay much attention to price. We have also developed various pricing
strategy to different customer segments. The current market segment we are targeting is
UTAR students and staffs. Therefore, we use price-penetration strategy to penetrate this
market segment. We set the price of AFTERADAY at extremely low price, which is merely
RM2.99. This price level is super affordable for students and working staffs. In comparison
with other brands such as TEALIVE, BAWANGCHAJI, and BLACKWHALE, our price setting is
80% lower than these brands. The reason we can achieve this price level is mainly due to
low operating costs incurred in our business. Firstly, we do not rent a store to sell our drinks,
we are not required to sell our drinks at a higher price to cover our rental cost. We can set
up our stall along roadside or sell our product by using our car bonnet. This is because our
target market is only UTAR and Sg Long area. Free delivery is provided for customer around
this area. In terms of product itself, we are committed to delivering superb quality products
to customers. AFTERADAY is positioned as a healthy refreshing fruit tea, with our revised
recipe to deliver healthier fruit drink while maintaining drinking experience of the customer.
Our product consists of 60 % of pure fruits which we have not seen any competitors doing
this during our research. The quote of AFTERADAY is ‘pay less, get more’.
Business Model Canvas

We have developed our business model canvas of our company. Our main source of income is from
basic product sales. The key resources we need are fruits, containers, tea, and cold storage. Our
production cost consists of product cost and some delivery expenses. Ingredients such as tea, fruit
puree, fruit garnish and container are the elements of product cost. Moreover, we have four key
activities of our business. The first step is branding, this step involves putting logo sticker onto the
bottle. The two subsequent steps would be packaging and preparation process, this step involves
ingredients preparation and turning them into a final product. The last key activities are advertising,
advertising is an important role in raising people’s awareness of our products. There are few market
segments we try to target, which is UTAR students and staffs, and people around Sg. Long area. This
is because our production plant is located at Sg. Long, targeting nearby customer is the best way for
us to minimize our cost. For the time being, the channels we use to sell our product are both online
and offline. We set up stall beside the road or set up at the bonnet of the car. Another way round,
we have our own social media, people can easily place their order via WHATSAPP, Instagram, and
Facebook. Creating a strong bond is considered crucial in business. From time to time, we will use
social media to create engagement with customers. We will update latest information on social
media, and any promotional activities will be updated there as well. Our key partners would be
Touch N Go, for online payment purpose; Instagram, Facebook, WHATSAPP are for customer
engagement and communication purposes.
Sustainability and Improvement
In terms of sustainability, robust features and marketing strategies are undoubtedly

important. AFTERADAY has equipped robust product features to survive in this volatile
market. As mentioned above, AFTERADAY is convenient and portable as people could carry
it with them and drink whenever they want to. Besides, AFTERADAY is affordable for all
walks of life as it is only sold at a friendly price of RM2.99. However, merely these features
would not be sufficient to survive in this market. Apart from that, we will need to adapt the
market changes from time to time. To create sustainable advantage, we will change the
flavor by creating various products that are up to trend. For example, there are chances we
could change fruit tea to other types of drinks while maintaining the convenient packaging if
fruit tea is not trendy anymore after a few years. As for improvement, we need to increase
the choices of our drinks. Having only one type of drink will restrain our profit level and limit
our customer volume by narrowing down our customer segment. In the future, we hope
that we could expand AFTERADAY to a brand that will be able to compete with bigger
brands such as TEALIVE, BAWANGCHAJI, and BLACKWHALE. Moreover, our aim is to provide
the best drinking experience by not only delivering quality products but also creating social
benefits and confidence benefits for customer. We also hope that we could create strong
bonds with our customers through our marketing strategies. We will constantly post
customer-engagement advertisement on social media. For instance, we plan to organize
campaigns that provide incentives or discounts for people who complete missions. Missions
could be taking photo with AFTERADAY at some appointed places such as cafes or trendy
places to raise our product awareness. In short, we hope that we are able to develop
AFTERADAY into a easily recognizable quality brand.

Problems: Solution

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Problems: Solution

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Problems

Business Model Canvas

Sustainability and Improvement

In terms of sustainability, robust features and marketing strategies are undoubtedly

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