At a glance...

1. At a glance... We require 120k€ (32% share) to finance a new business model to deliver high quality airline food with outstanding service standards into mid-size private Hospitals to achieve a market share of 70% in a hospital cluster region in central Malaysia generating €3.6m sales with 24% EBIT with significant growth potential in other regions, countries and hospital sizes Company Market Competition Strategy Biz model Operations Management Milestones Financials Risk

2. SKYFOOD Company Market Competition Strategy Biz model Operations Management Milestones Financials Risk Company Profile Start-up based Malaysia Vision: patient can enjoy high quality food, professional nutritional care services and unique dining experience. Value proposition: Increased patient comfort and satisfaction while cost saving. Business model based on new distribution concept This new concept is bringing in-flight dining experience to healthcare hospitality.

3. Company Market Competition Strategy Biz model Operations Management Milestones Financials Risk Market Potential Estimated Annual Private Hospitals Census by Region Key Market Center and south region (64% of in-patient food market.) Benefiting from hospital concentration and close to subcontract food companies. Increase in medical Tourism Specific Target Market Small and medium private hospitals with 100 – 200 beds capacity (30% of hospitals) Market size: €5 million Growth Potential expand to other regions address larger hospitals > 200 beds In-patient Food Industry:€27 million

4. Competitive Analysis Company Market Competition Strategy Biz model Operations Management Milestones Financials Risk Why Skyfood is Different from Others? Skyfood adopted a more holistic approach in its distribution model while majority of the caterers adopting cook and distribute model at client or own premise. Benefits: • Ensure highest food quality and consistency. • Be more focused on patients and time saving leveraging hospitality operating system which increases service level and satisfaction. • Better manage of food resources and wastages. • Skyfood’s Competitive Advantage: • Skyfood will significantly improve client performance and loyalty while deliver unique dining experience.

5. Company Market Competition Strategy Biz model Operations Management Milestones Financials Risk Marketing Strategy

6. Business Model Company Market Competition Strategy Biz model Operations Management Milestones Financials Risk Year 1 + 2 > Year 3 Distribution model: Monthly billing # of servings $$ Hospital => Skyfood Distribution model: Monthly billing # of servings $$ Hospital => Skyfood Advertisement on food trays(care houses, flower services, …) $$ Advertiser => Skyfood Economic framework defined: Chargeable order changes:premium per order (drinks, menu changes…) $$ Patient => Skyfood

7. Company Market Competition Strategy Biz model Operations Management Milestones Financials Risk Strategy - Operational Process Resources Deliver Value Proposition

8. Company Market Competition Strategy Biz model Operations Management Milestones Financials Risk Management Team Organization Structure Skyfood will operate with small staffs that include two principles as below: Khoo Hong Whek CEO/Business Development Director Reiner Breu COO/Procurement Director Irene Cheng Offer Development Director Technical Advisory Board Alice Yau, Dietitian Lee Hui Chuen, Healthcare Business Professional service staff: One team per hospital

9. Major Milestones Company Market Competition Strategy Biz model Operations Management Milestones Financials Risk Year 1 Year 2 Year 3 Skyfood is a start-up business at the stage of planning and business development. • sign contracts within one year with hospitals and food suppliers • First contract execution in second year with 2 hospitals • expanding its business through replication of successful business model growing to 14 in year5

10. Financials Company Market Competition Strategy Biz model Operations Management Milestones Financials Risk Cumulative Sales Cumulative profit Financial highlights Initial capital requirement €120k (32% of company share) Investment - €53k Working capital - €67k Target revenue projection (Y5) : €3.6million Market share: Segment 70% / total 13% Profit margin 24% Pay back starting Y3 Present Market Value : 256k€ (3yr forecast) Sensitivity analysis: Cost of food (+20%) => impact -10% profit margin=> pack back delay by 6mths Market penetration (35% vs 70%)=> impact -3% profit margin=> pay back delay by 12mths

11. Company Market Competition Strategy Biz model Operations Management Milestones Financials Risk Key Issues Difficulties & Risks 1. Client drives up the costs on demand => renegotiation of contract 2. Early termination of contract case: contract with Hospital • Healthcare provider may turn to in-house food catering instead of outsource if the business is too profitable. => renegotiate contract • Competition – contract period defined and penalty clauses to be included case: contract with Subcontractor • Subcontracted Food production companies may eventually recognize the potential market for in-patient food => get him as share holder or get alternative supplier or stipulate non-competition clause in the contract

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