SCHOOL OF BUSINESS MANAGEMENT BM8913 EVENTS PLANNING AND MANAGEMENT SEMESTER 2, 2017/ 2018 ICA 3 CONCEPTUALISING A LAUNCH EVENT Submitted to: Ms Winnie Quek Submitted by: 5th DBMS / Group 1 Group Members: Name Admin Number CHUA SHEN YU 16A733C NGIAN ZHI WEI 16A651Z SUBHAS REDDY S/O SUPPAYAH 16A734P YAP KOK SHEONG, ERIC 16A659Q SIVABALAN S/O MARIYAPPAN 16A655A Executive Summary ONCOFFEEMAKER (OCM) is planning to participate in SITEX 2018 in Singapore. SITEX is the only Consumer LIFESTYLE IT exhibition that encompasses technological elements of experiential component in consumer electronics. Smoovi Event Company is engage by OCM to plan and execute a roadshow for OCM at SITEX Show 2018 at Singapore Expo. This proposal covers the requirement of executing an event at an IT exhibition. This business report involves presentation, discoveries, findings and requirement of organising an event in Singapore. The report highlights six key areas. The first area was the Event Concept. The second area was SWOT analysis on the event. The third area was the Logistics and Programming. The fourth was the mandotary legal requirement that need to be in place. The fifth area was the Financial Management and lastly the overall risk management for the event.   Contents 1. Introduction 3 2. Event Objectives 3 3. Event Concept 3 4. SWOT Analysis 3 4.1. Strength 3 4.2. Weakness 4 4.3. Opportunities 4 4.4. Threats 4 5. Logistics & Programming 5 5.1. Proposed Location 5 6. Legal Issues – Regulation, Licences and Permits 7 6.1. Regulation on Copyrighted Materials 7 6.2. Food Shop License 7 6.3. Basic Food Hygiene Course 7 6.4. Fire Safety 7 7. Financial Management 7 7.1. Breakdown of Expenses 8 7.2. Revenue from Event 8 7.3. Contingency 8 8. Risk management Plan 8 8.1. Standard Operation Procedures 8 9. Conclusion 9 1. Introduction SITEX is the only Consumer LIFESTYLE IT exhibition that encompasses technological elements of experiential component in consumer electronics, it set the trend It is also premier consumer and lifestyle exhibition, where consumers can experience, purchase and get exclusive preview of some of the most innovative consumer technologies and products available in the market today. Smoovi Event Company is engage by OCM to plan and execute a roadshow at SITEX Show 2018 at Singapore Expo. This proposal covers the requirement of executing an event at an IT exhibition. 2. Event Objectives 2.1. Vision To use this platform for interaction and building customer relationship for OCM and to penetrate the market for the new product. 2.2. Mission To create awareness to the audience and to arouse their interest in OCM product. 2.3. Objectives The goal and objective for our company is to increase sales for OCM by 20% in the next Sitex fair 2018, they are as follows: (a) Plan and organize a 4 days event for OCM at Sitex fair. (b) To stage and launch latest model for OCM. (c) To raise and create awareness for the OCM product. 3. Event Concept After a few sessions of brain storming and base on SWOT analysis, we are planning to have the concept to be, Modern Café Style within the Sitex fair itself. We also plan to have emcee drawing the crowd to the booth, to See the demonstration of how to use the latest product. Next to enable our customer to feel the physical product so that the customers can use the machine first hand to do their own coffee and lastly to taste the coffee they have made for themselves. This will allow the valuable customers to see, feel and taste the final product, which will help to arouse interest and boost sales for OCM. 4. SWOT Analysis 4.1. Strength (a) The Ripple machine allows the consumer beside enjoy coffee but also adding fun, personalized image to their beverage, generating and emotional response. (b) It acts as a revolutionary printer that adds beautiful high- resolution images and messages onto frothy drinks. (c) It is preferably to use by retailer to earn revenues. (d) It causes No threat to human as the machine is certify safe by NEA. (e) It operate in Wi-Fi-enable which is always connected and ready to use. 4.2. Weakness (a) The Coffee – Art machine cost $3,500 and only enable to make 6000 cups. Which is 16 per day. (b) The ripples machine may require to engage another coffee-maker machine in order to perform the arts. Which mean, the subscriber need to invest least $20,000 to buy a coffee machine and then to invest another $3,500 of the ripples coffee-maker in order to enjoy the business of coffee-art. (c) After which owner must renew the contract to obtain another 6000 copies. (d) Only selected Coffee foam is one of the main consideration to make the best of the result. Which may be limit to the target audience. (e) Any cup that bigger or higher than 8oz cup may jeopardize the functionality of the performance. (f) In the event of profitable concept, it is not feasible n viable for office user because they could only use it for entertaining purposes. Only M1 Ptd Ltd is utilizing such product. (g) Not all coffee maker is suitable to this machine. It only mean for certain brand due to the stability of foam (h) The Outcome of 8oz cup will create with a Bigger circumference that may show a design with a smaller image. 4.3. Opportunities (a) Besides appreciating the aroma of the coffee, the image entices more customer to drink coffee from the product which may leads another channel to earn revenue. Therefore it creates a growth in the popularity in the coffee-maker industry. Any coffee lover can fulfilled their creativity and express it to their friends in this coffee-art. (b) 2 It may bring out another trendy Style. Ripple can be use as a business tools to enhance brand message, connect with your customers and promote events. (c) It is Halal certify which indicates the muslin food eater can enjoy the art of coffee from the machine. (d) Ripple is as simple as using any smartphone application. Customer and baristas will be able to dominate within minutes. 4.4. Threats (a) The manufacture of the machine leaks out its cabling when operating. Thus it may create a risky factor for user although it is water resistant. (b) The ripple maker (coffee-arts machine) require a cartridge to be install in which it can only able to print 300 Design. Thus subscriber need to purchase for replace. (c) The subscriber require to sign one year contract with the company in order to use the machine. The contract only allowed 6000 copies from each machine. (d) Another organisation may set up similar ideas to counter them with lower price machine. (e) Ripple machine may be getting out of flavour after some time due to lack of his creativity or customers are getting bored. • An increase in the level of scrutiny by local government • A shift in social attitudes • The potential for new events to be set up in competition. 5. Logistics & Programming 5.1. Proposed Location a) of booth base on floorplan of Sitex 2017(refer to annex 1) Hall 8 (a) 8B13 or 8C47 Reason: Positioning near entrance give OCM an advantage as targeted customer can locate the booth easily, the aroma of the coffee can attract coffee lover to patronize the booth. As mention food & beverage section, these two items go hand in hand. When consumer eat, highly they need to drink too. Targeting on this need of consumers, positioning OCM’s booth near F&B section of Sitex show, OCM can have free coffee sampling to promote their quality of the coffee beans. Hall 7  7E19 near telco companies’ booth Reason: Data extracted from Singstat, mobile phone penetration rate hit 149.8% in 2016(refer to annex 2, table 1). Based on the figure, we can assume that people visit Sitex show will sure patronize telco booth due to attractive offers by the telco companies or maybe latest handset model. By positioning the booth near them, chances are very high that people will also patronize the OCM’s booth. (b) Booth’s Size. For Sitex show, the management have standard exhibiting booth space of 12sqm, 24sqm or 36sqm for the vendor in form of shell scheme and raw space (refer to annex 2). Minimum size for shell sch
eme is 12sqm and 24sqm for raw space. For the other customizable sizes, we can write in to the management to make arrangement. 2017 Sitex show OCM’s 24sqm shell scheme booth (refer to annex 3): At 2017 Sitex show, ONCOFFEEMAKER has create and raise awareness to the public by having a simple booth to showcase their products. Consumers gets to test out the latest production of OCM, a machine that can do fine art on the coffee surface using the coffee’s foam. When there is wifi connection, the machine can do any pictures from the device that is connected to it (refer to annex 3). 2018 Sitex show proposed OCM’s booth: Propose to rent a 36sqm raw space booth from Sitex show management. (c) Booth’s Design. Our design department has designed a booth for OCM 2018 Sitex show appearance. As the business is coffee related, our designer has come out with a concept of simple, yet modern cafe look booth (refer to annex 4). Consumer can have their sample coffee seated at the bar counter while the salesperson can promote the product of OCM when they patronize the booth. Full attention will be given by the consumers as they get to sit back and enjoy their coffee. We will be engaging Bideas Productions Pte Ltd (refer to annex 4) for the construction and setup of the booth as the company have been delivering excellent results on projects given to them under our company’s hands. It will be costly to make a brand-new booth, they will be using their existing booth and modify it into what was proposed, repaint it and rent it to us for 3 days. The booth will also come with a hidden compartment for storage and admin use. All operations done by Bideas will be made into a package with a fixed price because the long-term partnership that was established before. (d) Decoration. 2x water base flag pole banner 5.5m (refer to annex 5) printed with design of OCM’s main product will be use as décor. Printing of banner and the water base flag pole will also be supply by Bideas. These 2 banners will be place at the entrance of the hall as the advertising elements. Minimum décor is used as position and unique design of the booth has given a big advantage to OCM against potential competitors. The advantage will also the reason that where consumers can locate OCM’s booth easily. (e) Brochure. Bideas will be printing 4000 pieces of colour A4 size brochures for the 4 days Sitex show. Brochures content will be the FAB of OCM latest product and the varies types of coffee beans (refer to annex 5). (f) Manpower. 12x part-timers will be hired to help run the booth during the Sitex show period in 2 different shifts (1100am-4pm, 4pm-9pm). For day 1 and day 2, only 8 part-timers are required as it is a weekday. Their job scope is mainly go around Sitex show giving out brochures, getting consumers to patronize our booth and help up to serve the customers. They will be wearing t-shirt that is specially made for the Sitex show to catch attention of the people (refer to annex 5). The t-shirt will be fully sponsor by our company. (g) Event Shutdown. Once Sitex show is over on day 3, Bideas will have their workers settling the shutdown. Our company will submit an event evaluation report to OCM by the next 3 working days. (h) Programme Rundown. The objective will be more on boosting the sales. Daily programme will be the same to prevent confusion on the ground. Tasking of individual are kept simple and focus to meet the objective. For detailed programme rundown (Refer to annex 6). (i) Promotion. Discount coupon will be given to customers that visit our booth during 2018 Sitex show. The coupon can only be used on the next purchase of the customer on any products. As for online promotion, promo code will be published on our website, this will encourage customers to make purchase via online, helping OCM to save storage space at the booth (Refer to annex 5). 6. Legal Issues – Regulation, Licences and Permits 6.1. Regulation on Copyrighted Materials Exhibitor is responsible for obtaining necessary licenses and permit to use music, photographs or other copyrighted material in the booth or display. Exhibitor are not permitted to play, broadcast or use other copyrighted materials, such as artistic works or photographs without obtaining license. 6.2. Food Shop License This is a requirement under the Environmental Public Health Act so as to ensure cleanliness and food safety in food retail outlets. In this case, OCM is providing free coffee and other beverage at SITEX 2018, therefore license have to be apply. 6.3. Basic Food Hygiene Course Cleanliness is paramount in the F&B industry. Service staff that prepare and serve the beverage should attend Basic Food hygiene courses organized by approved agencies. OCM is to ensure that working staff that are preparing the beverage attended the course. Overlooking this food safety option can lead to negative outcomes and could potentially land the company into legal issues. 6.4. Fire Safety Under the Fire Safety Act, anyone who intends to temporarily change the use of an area (Stage show, Exhibitions, Trade Fairs and Carnivals) within a building or an outdoor area for the purpose of holding an event where temporary / makeshift structures are erected is required to apply and obtain an approval from the Singapore Civil Defence Force (SCDF). The aim is to ensure that there is adequate fire safety measures provided for the event. For SITEX 18, OCM planned to erect decorative structures, therefore a “Temporary Change of Use” application has to be made to SCDF for approval. 7. Financial Management Financial Management is carefully deliberated has it is a high-level responsibility towards achieving event success. As such, the budget is deliberated which is a quantified statement of plans. This will provide the event management and client that the event budgets are “working draft” that are likely to change when more details come in. Budget was derived based on similar events staged during Sitex Fair 2017. The budget for this event is set at $40,000. The main bulk of spending will come from the rental of venue, booth set-up, manpower and decorations. Payment for is broken into 3 parts to facilitate cash flow (see Table 1): Payments Stages Percentage Actual Amount First Payment Upon Agreement 50% $20,000 Second Payment 1 week before event 25% $10,000 Third Payment End of Event 25% $10,000 7.1. Breakdown of Expenses The expenses for this event consist of 7 components. For site allocation, it will cover the staffs, equipment, tables and chairs. For the decoration portion, it will cover items like flowers, lightings and balloons. Publicity will cover graphics work, photocopying, printing, flyers and banners. Collateral spending covers gifts. Miscellaneous spending covers insurance, permit and supplies. The total expense will amount to $33,150. 7.2. Revenue from Event Projected revenue for this event will come from the sale of OCM machines priced at $3,500. 7.3. Contingency An estimated of $6000 is kept as buffer for uncertainty expenses such as replacement of machines and other adhoc replacements. 8. Risk management Plan The purpose of this risk management plan is to ensure a smooth event for OCM at Sitex fair, and to define the actions taken to quickly respond to any crisis, if present on site. All event must have a Risk management plan as it will help to identify potential risk which may happen. This risk management plan will help to eliminate the identified risk that may cause harm to the people or equipment. Our company have identified 5 potential risk and how to mitigate them in the next paragraph. 8.1. Standard Operation Procedures The following are identified as event stoppers, and following are the management plan on how to mitigate and to respond: Crisis Respond 1. Fire • Shout Fire x3, To alert everyone • Alert the Sitex fair management • call 995. 2. Blackout • Calm down people from panicking • Instruct customers from OCM booth to evacuate in an orderly manner to the holding area • Salesperson to be cautious with the cash register 3. Violent Beh
aviour • Inform the Sitex Security • Need be call the Police 4. Trip over wire • To ensure no cable or wires are left loose along the walk way • If cable have to run through the walk way, put duct tape, casing and signage to warn people • 5. Theft • Small items to be place in the glass shelves to minimise contact to people • At the try out area to have a staff to assist the customer, so that the staff also can double up as eyes on the product • Cameras to be place at locations which will be able to cover all angle in the booth with signage’s 9. Conclusion Our company with the vast experience and results is confident that in 2018 Sitex show, OCM will be the limelight. OCM are giving coffee lover a wonderful experience by harnessing their interest and the advancement of technology together. We will be using modern style cafe theme to replace the traditional coffee shop image that can help to attract younger generations coffee lover and penetrate the modern era together with OCM. http://www.6999media.com/ Annex 1 Proposed location of booth Annex 2 Table 1 Shell scheme booth provide from Sitex show management Annex 3 2017 OCM’s booth at Sitex show 24sqm shell scheme booth Latest product of OCM Fine art created by the machine Annex 4 2018 proposed OCM’s booth at Sitex show Annex 4 2018 proposed OCM’s booth at Sitex show Special design booth construct on 36sqm raw space booth space Bideas Productions Pte Ltd They provide a one-stop solution that caters to all your exhibitions and events set up needs. Bideas are specializes in constructing custom exhibits, displays and structures. They have designed and manufactured creative, top-quality tradeshow displays, exhibits and environments that enable clients to engage their customers in ways that are truly unique. and one that reflects a company’s individuality, character and creativity.   Annex 5 Brochure Annex 6 Programme rundown Date Time Description Personnel involved Remarks 22/11/18 (Thur) 0000 Setting up of booth Bideas’s staff Construction/ setup of booth. 0800-0830 Hand/takeover of booth to client. Bideas’s staff & Smoovi’s staff. To check for defects before taking over. Hand/takeover of booth to client. OCM’s staff & Smoovi’s staff. Due to security reason, booth must hand over to OCM’s staff. 0900 Arrival of products and setup for display OCM’s staff & Smoovi’s staff. – 1000-1015 Reporting of 1st shift part-timer. Smoovi’s staff. 4x part-timer are told to have their lunch before reporting. Job scope briefing to the part-timer. Smoovi’s staff & part-timers. – 1015-1030 Risk management briefing All personnel – 1100 Booth start operating All personnel – 1200-1300 Lunch All personnel less part-timer Concurrent. 1530-1615 Reporting of 2nd shift part-timers. Smoovi’s staff. 4x part-timer. 1st shift part-timers will be dismiss. Job scope briefing to the part-timer. Smoovi’s staff & part-timers Also, to brief on risk management plan. 1730-1830 Dinner All personnel Concurrent. Dinner provided for the 2nd shift part-timers. 2100-2200 End of day 1 All personnel less part-timers Packing up of booth. Dismissal of 2nd shift part-timers. 23/11/18 (Fri) 1000-1100 Start of day 2 All personnel Setting up of booth. 1100 Reporting of 1st shift part-timers. Smoovi’s staff. 4x part-timers. 1200-1300 Lunch All personnel less part-timer Concurrent. 1600 Reporting of 2nd shift part-timer. Smoovi’s staff. 4x part-timer. Dismissal of 1st shift part-timers. 1730-1830 Dinner All personnel Concurrent. Dinner provided for the 2nd shift part-timers. 2100-2200 End of day 2 All personnel less part-timers Packing up of booth. Dismissal of 2nd shift part-timers. 24/11/18 (Sat) 1000-1100 Start of day 3 All personnel Setting up of booth. 1100 Reporting of 1st shift part-timers. Smoovi’s staff. 6x part-timers. 1200-1300 Lunch All personnel less part-timer Concurrent. 1600 Reporting of 2nd shift part-timers. Smoovi’s staff. 6x part-timers. Dismissal of 1st part-timers. 1730-1830 Dinner All personnel Concurrent. Dinner provided for the 2nd shift part-timers. 2100-2200 End of day 3 All personnel less part-timers Packing up of booth. Dismissal of 2nd shift part-timers. 26/11/18 (Sun) 1000-1100 Start of day 4 All personnel Setting up of booth. 1100 Reporting of 1st shift part-timers. Smoovi’s staff. 6x part-timers. 1200-1300 Lunch All personnel less part-timer Concurrent. 1600 Reporting of 2nd shift part-timers. Smoovi’s staff. 6x part-timers. Dismissal of 1st part-timers. 1730-1830 Dinner All personnel Concurrent. Dinner provided for the 2nd shift part-timers. 2100-2200 End of event All personnel less part-timers Packing up of booth. Dismissal of 2nd shift part-timers. 2200-2230 Hand/takeover of booth from client. OCM’s staff & Smoovi’s staff. Hand/takeover of booth from client. Bideas’s staff & Smoovi’s staff. 2230 onwards Shutdown of event Bideas’s staff Dismantle of booth & Returning venue to original state. Annex 7 Cost Breakdown Description Cost ($) Bideas Exhibitions $15,000 Lightings Booth (based on 36 sqm) Bar table & High Stools (5 sets) Demo Booth (1.8m x 1.2m) Brochures 2 X Water Base Flag Pole Banner Professional Support Staffs $15,000 Singex Exhibition Ventures $7,600 Rental for space (36 sqm) $7,600 Smoovi Event Company Event Fees $3,500 3 sets of 55inch mounted TV $700 2 sets of Andriod smartphones + 3 sets of iPhones $200 2 sets of Android tablet + 3 sets of iPad $200 Short throw HD projector $500 Backdrop for stage (7m x 2m) $350 Contact Staff $10,250 Sponsors & Partners Starbucks Coffee?? • Coffee Machine?? • Disposable Cups?? Publicity Graphics Work $130 Printing (4000 pcs) $166 Miscellaneous Gifts?? $500 Permits $100 SCDF Fire Insurance Legal fees? Promotion charges? $80 $300 $900 Total $33,550