Nang Le' Nom Company

Nang Lé Nom
Company
PROJECT FEASIBILITY STUDY AND EVALUATION
Nang Lé Nom
Company
Nang Lé Nom Company
Company owner:
Hameeda Sriwichai Accounting/Financial Manager
Nungruthai Totansombut Human Resource Manager
Priyanuch Phongpakdeesakul General Manage
Ruttiya Wonglungka Operation Manager
Sukumal Pattamasevee Marketing Manager
Company:
Pattana Project, Suthep Road, Moo 14 Soi Moo Barn Mai Lang More Chore,
50200
Preface
The main aim of this project is focus on analyzing the methods and techniques
useful in different facts of capital budgeting. Adding about it discusses strategic,
qualitative, and organizational considerations which impinge on capital budgeting
decisions. For during this project, we can improve and apply the knowledge for solving
and analyzing the situation of project to be feasible more that we can evaluate and
analyze the management. So our knowledge on management can enhance to be more the
chance given to us to do this project. That we can get more experiences when we did
this project and we can apply the knowledge for using in the real life.
We would like to express for thanks to this project for giving us the opportunity
to do this project. It is the challenge for us to solve and analyze the project problem. In
particular, we have really appreciated the help of Mr. Chaiyawat Thongintr who was
expert on this project that he can be the adviser until our project finished. And we thank
another instructor in School of Management to advise some suggestion for this project.
The project could not have been undertaken without the expensive aid of
member group who attend to do this project for helping and solving the problem
together, so everyone in member group are important force to do the project.
Finally, once again, we want to extend our thanks to all the people who made
this project possible
Kind regards,
February, 18 2010
Hameeda Sriwichai
Nungruthai Totansombut
Priyanuch Phongpakdeesakul
Ruttiya Wonglungka
Sukumal Pattamasevee
I
Management summary
Nowadays, milk shop businesses are growth continuously and also milk a
necessary thing for people who emphasize on their own health and people who love to
drink milk. In other hand, numbers of people who consume milk are increasing every
year, so, this is the reason why we selected to do milk shop business. Our company was
registered to be the company limited under the name of Nang Lé Nom. The company
was established by five partnerships. Nang Lé Nom located on Suthep Road, Moo 14
Soi Moo Barn Mai Lang More Chore, Chiang Mai Province. We emphasize on the
location which is easy to access and quite well know location of our target market.
Nang Lé Nom is not only milk shop but we also adding fish spa business
together within the same shop. The reason why we mixed 2 difference business together
is fish spa is the newest trend of spa that customer have not to pay a lot of money for
this service like other kinds of spa. Another word is customers can use fish spa service
with cheaper than generally massage spa. For product& service, company provides milk
product, refreshment and fish spa that we set the reasonable price to suit with our target
group. We will launch promotion in some period of time to promote and advertise our
shop to increase sales. So, we still create a new menu to be the competitive advantage to
compete with another competitor. About target group, we emphasize on university
students who are our main target market because these group is the most volume who
we want to serve the most. Second, we focus on students who studied on high school.
Worker and others are also our target market. There are 4 main competitors of Nang Le’
Nom; Mon nom sod, Milk garden, Milk zone, and Diary farm. Those we must compete
with them because they have opened their business for a long time and people in Chiang
Mai are quite loyalty with them. So, we also have to compete with our indirect
competitors both milk shop and fish spa.
Moreover, company invests milk shop business by loaning money from the bank
for 3,000,000 baht in 3 years, so the investor will get 24.8% of interest. In financial part,
our sale increase every year. It is good news for other people who might interest to
invest in our business and we will be partnership. Finally, we can make sure that our
market share will be increasing every year.
II
Table of content
Preface .............................................................................................................................. I
Management summary ................................................................................................. II
Table of content ............................................................................................................ III
Content of figure ..........................................................................................................VII
Content of Table ............................................................................................................. X
Chapter 1 Introduction ..................................................................................................1
1.1 PROJECT OBJECTIVES .......................................................................................................................... 3
1.2 BENEFITS OF PROJECT ......................................................................................................................... 3
1.3 TIME FRAMEWORK.............................................................................................................................. 4
Chapter 2 Industry Profile .............................................................................................6

2.1 MILK SHOP IN THAILAND .................................................................................................................... 6
2.1.1 Milk Club .................................................................................................................................... 6
2.1.2 Milk shop .................................................................................................................................... 7
2.1.3 Nom R-romdee ............................................................................................................................ 7
2.1.4 Mon Nom Sod ............................................................................................................................. 8
2.1.5 Puang sod ................................................................................................................................... 9
2.1.6 Fremmy Milk & Whipping Cream .............................................................................................. 9
2.1.7 Consuming milk ........................................................................................................................ 10
2.1.7 Information of fish Spa ............................................................................................................. 11
2.2 SITUATION OF INDUSTRY .................................................................................................................. 15
2.2.1 Fresh milk ................................................................................................................................. 15
2.2.2 Spa industry .............................................................................................................................. 16
2.3 VISION .............................................................................................................................................. 19
2.4 MISSION ............................................................................................................................................ 19
2.5STRATEGY ......................................................................................................................................... 19
2.5.1 Corporate Level ........................................................................................................................ 19
2.5.2 Business Level ........................................................................................................................... 20
2.5.3 Functional Level ....................................................................................................................... 21
Chapter 3 Marketing Feasibility Study .......................................................................24

3.1 MARKETING ANALYSIS ..................................................................................................................... 24
3.1.1 General environment analysis .................................................................................................. 24
3.1.2 Competitor, Customer, Company (3C Analysis) ....................................................................... 26
3.2 STP ................................................................................................................................................... 46
3.3 MARKETING MIX STRATEGY ............................................................................................................ 49
3.3.1 Place ......................................................................................................................................... 49
3.3.2 Product ..................................................................................................................................... 50
3.3.3Promotion .................................................................................................................................. 52
3.3.4 Price.......................................................................................................................................... 53
3.4 FORECASTING ................................................................................................................................... 55
3.4.1 Seasoning .................................................................................................................................. 55
3.4.2 Customers ................................................................................................................................. 57
III
3.4.3 Calculation ............................................................................................................................... 58

3.5 MARKETING EXPENSE ....................................................................................................................... 60
3.5.1 Advertising on local radio ........................................................................................................ 60
3.5.2 Advertising on website .............................................................................................................. 60
3.5.3 Advertising on Chiang Mai magazine....................................................................................... 60
3.6 CONCLUSION ..................................................................................................................................... 63
Chapter 4 Technical Feasibility Study .......................................................................64

4.1 PRODUCT AND OPERATION ANALYSIS ............................................................................................... 64
4.1.1 Product Characteristics ............................................................................................................ 64
4.1.2 Production/Services Process .................................................................................................... 73
4.1.3. Location ................................................................................................................................. 105
4.1.4 Facility Layout ........................................................................................................................ 106
4.1.5 Facility management............................................................................................................... 110
4.1.6 Equipment and tools ............................................................................................................... 114
4.2 COST OF INVESTMENT ..................................................................................................................... 114
4.2.1 Pre-Operating cost ................................................................................................................. 114
4.3 INVESTMENT COST .......................................................................................................................... 115
4.3.1 Interior decoration.................................................................................................................. 115
4.3.2 Equipment ............................................................................................................................... 116
4.3.3 Tool ......................................................................................................................................... 117
4.4 OPERATING COST ............................................................................................................................ 127
Raw material cost ............................................................................................................................ 127
Overhead ......................................................................................................................................... 134
4.5 ADMINISTRATION COST................................................................................................................... 135
Rent fee ............................................................................................................................................ 135
Salary ............................................................................................................................................... 135
Electricity......................................................................................................................................... 135
Water supply cost............................................................................................................................. 136
Telephone cost and internet fee ....................................................................................................... 136
Garbage cost.................................................................................................................................... 136
Fish spa service fee .......................................................................................................................... 136
Label fee .......................................................................................................................................... 136
Insurance against loss ..................................................................................................................... 136
Car act fee ....................................................................................................................................... 136
Automobile tax ................................................................................................................................. 136
Other expense .................................................................................................................................. 137
4.7 MANAGEMENT ANALYSIS................................................................................................................ 143
Organization Chart.......................................................................................................................... 143
4.8 CONCLUSION ................................................................................................................................... 145
Chapter 5 Financial Analysis ....................................................................................150

5.1 FIX LOAN STRUCTURE SETTING ....................................................................................................... 150
5.2 PROFIT/LOSS STATEMENT ................................................................................................................ 152
5.3 CASH FLOW STATEMENT ................................................................................................................. 157
5.4 BALANCE SHEET ............................................................................................................................. 162
5.5 PAY BACK PERIOD ........................................................................................................................... 167
5.6 NPV AND IRR ................................................................................................................................. 169
IV
Chapter 6 Risk Analysis .............................................................................................170

6.1 RISK MANAGEMENT ANALYSIS ........................................................................................................ 170
6.1.1Competitor risk ........................................................................................................................ 170
6.1.2 External risk............................................................................................................................ 170
6.1.3Internal risk ............................................................................................................................. 171
6.2 FINANCIAL RISK .............................................................................................................................. 172
6.2.1 Risk of sale decrease between 10%, 20%, 30%, 40% and 50% ............................................. 172
Chapter 7 Summary ...................................................................................................174

7.1 PROJECT OBJECTIVES ...................................................................................................................... 174
7.2 BENEFITS OF PROJECT ..................................................................................................................... 174
7.3 HISTORY OF BUSINESS .................................................................................................................... 174
7.4 ANALYSIS OF MARKETING MILK ...................................................................................................... 175
7.3 ANALYSIS OF MARKETING SPA ........................................................................................................ 176
7.4 ANALYSIS OF MARKETING MILK SHOP ............................................................................................. 177
7.4.1 Milk Club ................................................................................................................................ 177
7.4.2 Milk shop ................................................................................................................................ 177
7.4.3 Nom R-romdee ........................................................................................................................ 177
7.4.4 Mon Nom Sod ......................................................................................................................... 177
7.4.5 Puang sod ............................................................................................................................... 178
7.4.6 Fremmy Milk & Whipping Cream .......................................................................................... 178
7.5 PROBLEM OF MARKETING ............................................................................................................... 178
7.6 TECHNICAL FEASIBILITY STUDY ..................................................................................................... 179
7.6.1 Location .................................................................................................................................. 179
7.6.2 Lay out .................................................................................................................................... 179
7.7 Investment cost........................................................................................................................... 180
- Interior decoration ....................................................................................................................... 180
- Equipment...................................................................................................................................... 181
- Tool ............................................................................................................................................... 182
7.7 MANAGEMENT ANALYSIS................................................................................................................ 184
Administration cost .......................................................................................................................... 184
7.8 FINANCIAL ANALYSIS...................................................................................................................... 186
7. 9 RISK ANALYSIS SUMMARY ............................................................................................................ 186
Reference ......................................................................................................................187
Appendix ......................................................................................................................189
Internal interior ............................................................................................................................... 189
Profit and loss decrease in sale 10% (Year 1-5) ............................................................................. 190
Pay back period decrease in sale 10% % (Year 1-5)....................................................................... 191
Pay back period decrease in sale 20% (Year 1-5) ........................................................................... 191
Profit and loss increase in sale 10% (Year 1-5) .............................................................................. 195
Pay back period increase in sale 10% (Year 1-5) ........................................................................... 195
V
VI
Content of figure
Figure 2.1: Milk club ........................................................................................................ 6
Figure 2.2: Milk shop ....................................................................................................... 7
Figure 2.3: Nom R-romdee............................................................................................... 7
Figure 2.4: Mon Nom Sod ................................................................................................ 8
Figure 2.5: Puang sod ....................................................................................................... 9
Figure 2.6: Fremmy Milk & Whipping Cream................................................................. 9
Figure 3.1: Inflation rate 2009 ........................................................................................ 24
Figure 3.2: Milk Garden shop ........................................................................................ 28
Figure 3.3: Milk Zone shop ............................................................................................ 29
Figure 3.4: Fish Spa @ Rin Kham Market ..................................................................... 32
Figure 3.5: Dr. Fish @ Nimmanhemin ........................................................................... 32
Figure 3.6: Fish Spa @ the ring ...................................................................................... 32
Figure 3.7: Number of student in Chiang Mai City........................................................ 41
Figure 3.8: Nang Lé Nom’s position .............................................................................. 48
Figure 4.1: Milk product ................................................................................................. 64
Figure 4.2: Arabica seed ................................................................................................. 65
Figure 4.3: Espresso product .......................................................................................... 66
Figure 4.4: Cappuccino product ..................................................................................... 66
Figure 4.5: Latte product ................................................................................................ 67
Figure 4.6: Coffee mocha ............................................................................................... 67
Figure 4.7: Chocolate and Coco menus .......................................................................... 68
Figure 4.8: Fruity menu .................................................................................................. 68
Figure 4.9: Ka nhom puang yan menu ........................................................................... 70
Figure 4.10: Ka nhom puang yan menu ......................................................................... 71
VII
Figure 4.11: Fish spa ...................................................................................................... 71
Figure 4.12: Watermelon juice ....................................................................................... 76
Figure 4.13: Banana juice ............................................................................................... 76
Figure 4.14: Orange juice ............................................................................................... 77
Figure 4.15: Pineapple juice ........................................................................................... 78
Figure 4.16: Raspberry juice .......................................................................................... 79
Figure 4.17: Watermelon Smoothies .............................................................................. 80
Figure 4.18: Blueberry Smoothies .................................................................................. 81
Figure 4.19: Raspberry Smoothies ................................................................................. 82
Figure 4.20: Strawberry Smoothies ................................................................................ 83
Figure 4.21: Fry Dumpling menu ................................................................................... 84
Figure 4.22: Fry Dumpling menu ................................................................................... 85
Figure 4.23: Tem pura menu .......................................................................................... 85
Figure 4.24: Fry Hot dog menu ...................................................................................... 86
Figure 4.25: Vegetable Sprit roll menu .......................................................................... 87
Figure 4.26: Moo Tod Sa Lonk menu ............................................................................ 88
Figure 4.27: Nong Nang Hum Sabai menu .................................................................... 89
Figure 4.28: Ka num puang nah moo menu ................................................................... 89
Figure 4.29: Kaew Sa menu .......................................................................................... 91
Figure 4.30: French Fries menu...................................................................................... 92
Figure 4.31: Nacket menu .............................................................................................. 93
Figure 4.32: Brownie menu ............................................................................................ 94
Figure 4.33: Pancake menu ............................................................................................ 95
Figure 4.34: Waffle menu............................................................................................... 96
Figure 4.35: Bread with yam menu ................................................................................ 97
Figure 4.36: Bread with condensed milk menu .............................................................. 98
VIII
Figure 4.37: Bread with sugar menu .............................................................................. 98
Figure 4.38: Bread with sugar and condensed milk menu ............................................. 99
Figure 4.39 Bread with condensed milk and coco menu .............................................. 100
Figure 4.40: Sunk Ka Ya Baitoey menu ....................................................................... 101
Figure 4.41: Sunk Ka Ya Taro menu ............................................................................ 102
Figure 4.42: Sung Ka Ya Pumpkin menu ..................................................................... 103
Figure 4.43: Salad cream-Mayonach menu menu ........................................................ 104
Figure 4.44: location ..................................................................................................... 105
Figure 4.45: First floor format ...................................................................................... 106
Figure 4.46: Second floor format ................................................................................. 107
Figure 4.47: Organization Chart ................................................................................... 143
Figure 4.48: Graph of profit and loss statement Year 1 ............................................... 145
Figure 4.53: Cash Flow statement Year 1-5 ................................................................. 148
Figure 4.54: Balance Sheet Year 1-5 ............................................................................ 149
Figure 7.1: First floor format ........................................................................................ 179
Figure 7.2: Second floor format ................................................................................... 180
IX
Content of Table
Table 1.1: Time frame work ............................................................................................. 4
Table 2.1: Fresh milk and consumption milk ................................................................. 10
Table 3.1: Fresh milk and consumption milk ................................................................. 30
Table 3.2: Number of population who are at least 15 years old, it can divide by the
degree of graduated education and gender. .................................................................... 41
Table 3.3: Numbers of population divide by labor situation and gender. ...................... 42
Table3.4: Customer analysis matrix ............................................................................... 44
Table 3.5: Selecting target .............................................................................................. 47
Table 3.6: Milk beverage product and Price................................................................... 50
Table 3.7: Price of refreshment ...................................................................................... 51
Table 3.8: Price in the general market ............................................................................ 53
Table 3.9: Forecast Year 1- 5 ......................................................................................... 59
Table 3.10: Advertising Expense Year 1-5 .................................................................... 61
Table 4.1: Rate of electricity fee .................................................................................. 110
Table 4.2: Water supply cost ........................................................................................ 112
Table 4.3: Water supply rate......................................................................................... 113
Table4.4: Per-operation cost ......................................................................................... 115
Table 4.5: Interior decoration ....................................................................................... 115
Table 4.6: Equipment ................................................................................................... 116
Table 4.7: Tool ............................................................................................................. 117
Table 4.8: Equipment Depreciation .............................................................................. 120
Table 4.9: Tool Depreciation ........................................................................................ 125
Table 4.10: Cost of raw material of milk product ........................................................ 128
Table 4.11: Cost of fuels .............................................................................................. 134
X
Table 4.12: Administration cost ................................................................................... 138
Table 5.1: Loan ............................................................................................................. 150
Table 5.2: Profit and loss statement Year 1-5 in monthly ............................................ 152
Table 5.5: Payback period ............................................................................................ 167
Table 5.6: NPV and IRR .............................................................................................. 169
Table 6.1: Load payment .............................................................................................. 172
Table 7.1: Interior decoration ....................................................................................... 180
Table 7.2: Equipment ................................................................................................... 181
Table 7.3: Tool ............................................................................................................. 182
XI
PROJECT FEASIBILITY STUDY AND EVALUATION: CHAPTER 1
Chapter 1
Introduction
Although the economies are good or not, we can observe that “food and
beverage” business group can be grow continuously. The reason is food and beverage is
the main factors which is necessary for human being to support life. Milk is one kind of
beverage, fresh milk business which is very important and entrepreneur should not be
overlook of the business. Because in the present “drink fresh milk” trend are quite
popular for Thai people especially for teenager tills beginning of adult age and people
take care more about their healthy. Although, milk which is produce and collect from
Thailand are good quality, so Thai people can believe and be confident that we will get
fresh milk and worth milk that can compare with other countries. Fresh milk that collect
from Thai’s farm not only have good quality but Thai farmer can collect for very big lot
per day to support Thai people who like fresh milk and take care their health.
There are a lot of farmers who feed a cow in Thailand and also they can collect a
lot of milk per day. Sometimes Thailand have problem about exceed of fresh milk per
day but there are not enough consumers who want that milk. Government still cannot
solve this problem because there are too much of product but lack of customers…then
government engage in a campaign of “who is the one you love, let them drink milk”
(Rak Krai Hai Deum Nom). This campaign can help farmers to buy their milk and
facilitate Thai people to take care themselves and concern about their healthy.
Milk consist of calcium and protein and it can help bone to be growth and
stronger. Milk is very important for kids especially children who are age before entered
to teenager and teenager because tat interval of age is the fast growth of human’s body.
Calcium help children to have more density mass of bone then it help to stretch bone of
teenager. Calcium also help o reduce the risk of caries and about teeth. Pro. Pipop Jirap
inyo said that drinking fresh milk is not strict only children but adult and elder person
should be drink milk because thing that body need in each day with high volume. The
most important source that collects calcium for people is our bone which body can use
calcium form bone. Therefore we can estimate that if people get not enough calcium per
day, the result is our bone will lose calcium for substitute and finally the bone will
1
decline especially when people get old. If we usually drink milk, it can help to add up
calcium everyday and our body unnecessary to use calcium forms the bone because we
already have enough calcium to spend each day. In fact, the result form drink mild for
Tai people in this generation is height. We can see that most of children who always
drink milk will be taller than their parent. For adult who usually drink milk, the result is
an illness about bones will decline.
In the present, teenager care much about their health and looking. Mostly
teenagers are student and student needs some value from milk to help their brains and
their group. So, almost students drink milk although they study in high school or
university or wherever. For these reason, Milk is the main factor that we concern and
see the opportunity from it. We decided to do the business about fresh milk to support
need and want of students as a whole and guide some student to drink milk instead of
drink Visky or alcohol or something about these. There are quite a lot of student go to
pub and bar and drink alcohol at least once a week, they not concern about their health.
But also most of student love to drink milk and talk or do some activity with their, some
student ask their sweetheart to drink milk together. The student who drink alcohol also
drink milk follow the trend of their friend but student who are not drink alcohol in
general---still say no to alcohol. So, it is possible that all students who study closely or
not far a way form our fresh milk sop are the customers of our fresh milk business.
Every component of business is equally important for example location, test,

service, atmospheres of shop, decoration, price, and convenient. That is why we chooses
to locate our milk sop in Chiang Mai where is closely with place that have many of
students. There is too much student in Chiang Mai and they are group together when
they go shopping, traveling, and restaurant. The place where group of student go for
eating should be have relax atmospheres and the price not so high compare with
student’s budget. We thing Chiang Mai is most appropriate place for us to locate our
milk shop.
2
1.1 Project Objectives

This general objective can be divided to 2 specific objectives that would
together achieve that overall goal of the project as follow;
1. Learn about the feasibility for investing the milk and fish spa shop in Chiang
Mai.
2. Analyze the feasibility of the milk and fish spa shop such as marketing,
processing, and financing.
1.2 Benefits of Project

1. Know the process, plan and structure when doing business in real situation.
2. The project can apply the knowledge to do business in the real life.
3. Be acquainted with the problem of situation and the solution when doing business.
4. Capability to analyze finance in the real situations.
5. In able to analyze marketing situations.
3
1.3 Time Framework
Table 1.1: Time frame work
Activity November
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
1. Search information
2. Create Questionnaire
3. Write introduction
4. Send introduction
5.Write Industry profile (Chapter 2)
5.1 Nature of industry
5.2 Situation of industry
5.3 Product/service ( in general)
5.4 Vision/Mission/Strategy
6. Write market feasibility study (Chapter 3)
Activity December
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
1. Write market feasibility study (Chapter 3)
1.2 Daft of Market feasibility study
1.3 Collect questionnaire
1.4 Analysis questionnaire
1.5 Rewrite feasibility study
2. Send Chapter 1-3
3. Draft Technical Feasibility study (Chapter 4)
3.1 Production and operations analysis
3.2 Cost of Investment
3.3 Recheck Chapter 1-3
3.4 Investment cost
3.5 Operating cost
3.6 Management analysis
3.7 Conclusion
4. Midterm examination
5. New year break
4
Activity January
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
1. New year break
2. Rewrite Technical Feasibility study (Ch.4)
3. Write Financial analysis (Chapter 5)
3.1 Prepare all of statement
3.2 Year 1 statement
3.7 Recheck all 5 year statement
4. Submission (Chapter 1-5)
5. Project advertising
5.1 Structure of advertising
5.2 Make a advertising
5.3 Edit advertising
5.4 Recheck
6. Sending Project advertising
7. Rewrite (Chapter1-5)
8. Write risk management (Chapter 6)
9. Write summary (Chapter 7)
10. Recheck Report
11. Sending Final draft report
12. Write exclusive summary
13. Prepare presentation tool
Activity February
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
1. Prepare presentation tool
2. Send exclusive summary and presentation tool
3. Prepare for presentation
4. Rewrite and recheck final report
5. Send final report
5
Chapter 2
Industry Profile
2.1 Milk shop in Thailand
2.1.1 Milk Club

Figure 2.1: Milk club
It located on the centre of city that near Changkamworawihan’s relic of the Buddha or
it opposites Koomjaoratchapud, Nan province. It is famous shop that having relaxed
atmosphere with song for customer feel happiness. About their product is the famous that it is
Prayaojod’s smoothie milk. The owner of the shop will offer to customer. There are menus to
choose for eating and the price is not expensive. They have adding menu on local foods such
as shrimp paste and chili sauce, pork cracklings, papaya salad, etc. The style shop will bring
architecture and art style to mix together. The shop will sell Art book to attract the customer.
The shop has 2 floors, in 2nd floor it is quite atmosphere. It is own style for everyone who
loves architecture and art style. Milk club serves all target markets which it is all genders and
all ages. So about the song style they provide Indy style and soft rock style for feeling
relaxing when the customer came to serve MilkClub.(http://www.moohin.com/trips/nan/milk-
club/)
6
2.1.2 Milk shop

Figure 2.2: Milk shop
It located near Central Airport Plaza in Chiang Mai province. The atmosphere in this
shop is relaxing that having a big soft sofa consist with a cold air conditioner. This shop will
serve free Wi-Fi for customer. The price of product is not expensive. Milk shop provides the
modern style mix to classic style together have a good atmosphere and relaxing for enjoy the
shop.(http://www.lumlum.com/mambo/index.php?option=com_content&task=view&id=136
&Itemid=47)
2.1.3 Nom R-romdee

Figure 2.3: Nom R-romdee
It located on Aummad Road that near KFC, Baan Pai. It is a good in trend for
everyone whose are families. For it is in trend for the taste and colors of foods and drinking.
The shop offers R-romdee’s refreshment, yumsaraikeawrosdad, ka-reetaroolbon and for the
drinking they offer raw coco and nomsodpookaofai, etc.( www.khonbanphai.com.html)
7
2.1.4 Mon Nom Sod

Figure 2.4: Mon Nom Sod
It located on Dinsor road that live in Bangkok City Hall. It is a famous shop in
Bangkok. It is many branches such as Chiang Mai branch and Pratumwan princess hotel
branch. Mon Nom Sod is the shop that sells fresh milk, coffee, and Bread with Sung Ka Ya
which it has opened for more than 40 years since year 1964 to the present. It began to be
wheel-chair selling fresh milk, coffee, and breads to people who live in Bangkok City Hall.
The famous menu it is fresh milk and bread with chocolate. The special menu of this shop is
bread with chocolate. Adding they will have homemade ice-cream to attract the customer that
having many tastes such as coconut cream, taro, durian, ect ( www. Yourheathyguide.com)
8
2.1.5 Puang sod

Figure 2.5: Puang sod
It is a new coffee shop that having slogan as following; you can see this notice, it will
have the delicious and every glasses will make from real fresh milk. It can expand the
branches continuously and have more 300 branches in the present. Puang Sod Shop will
cover to find the equipments, supply chain, raw material with being consultant for people
who are looking to do a small business that it can do together with their work. The shop they
provide training for practical about technique to making drinking, technique to selling consist
with preparing the raw material for selling milk.( www.thaifranchisecenter.com)
2.1.6 Fremmy Milk & Whipping Cream

Figure 2.6: Fremmy Milk & Whipping Cream
It is the milk shop to response from market in the high level and having to
expand the branches continuously. The shop will sell fresh milk and bread with Sung Ka Ya.
About the shop,it begin to create a branch by using the nickname of Fremmy. It creates to sell
from a week-end market then change to sell franchise and improve it continuously. About the
product, they have smoothy fresh milk for 23 tastes and coffee have 7 tastes and using
whipping cream to create the delicious for their product and it is the positioning of them.
(www.thaifranchisecenter.com)
9
2.1.7 Consuming milk

From all producing the quantity of drinking milk and the number of population in
Thailand can estimate that in year 2005, Thai people consumed milk about 13.36 kg to person
to year. It would higher than in year 2004 that have consuming about 12.36 kg to person or it
was higher be 4.67 percent. The result from Supplement School Project and Program to
engage the people consumed milk more. However, the rate of consuming milk on Thai people
lower than other countries such as USA people had the rate of consuming about 250 kg to
person to year and Asian people had the rate of consuming about 40 kg to person to year, etc.
Addition it would have other drinking that come in to share market such as soy milk, green
tea, vegetable juice, fruit juice, etc. So Thailand accelerated people in the country to consume
milk increasing because milk has a high nutrition. Accordingly Thailand had a lower rate of
consumption milk only 1600 million liters per year; approximate 10 liters person/year in
2007. Therefore, Thai people encounter with Osteoporosis in working age and senior. (Thai
Health Promotion Foundation). Professor assistant, Dr. Surasuk Nidkanuwond said that 1:4 of
Thai people do not know the serious impact of Osteoporosis. Currently, Osteoporosis patients
more than 1 million, patients will definitely bond tissue around 35 years old. It will gradually
defeat bond tissue, but in menopause and man in age 50 will increasingly loss bond tissue.
(www. Thaigoodview.com)
Table 2.1: Fresh milk and consumption milk
Detail 2004 2005 2006 2007

Quantity of fresh milk (ton) 842,611 888,220 977,042 1,074,746
The Chagne of fresh milk (%) 15.1 5.4 10.0 10.0
Consumption milk 775,900 899,365 1,040,973 1,197,120
The Chagne in consumption milk (%) 13.5 15.9 15.7 15.0
Consumption milk (liter/person/year) 12.0 13.8 15.9 18.4
(Referent: Kasikorn research center)
10
2.1.7 Information of fish Spa

Brief history
• History of Garra RuFa fish
Science name: Garra rufa
Synonym name: Discognathus dotusus, discognathus crenulatus, discognathus rufus, garra

rufa crenulata, garra rufa gymnothrax, garra rufus
Common name: Gara Rufa, Doctor Garra
Origin source: Turkey, Jordan, Ceria, Israel, Iran, Orantas River, and Tikrisufatis’s river
basin, etc. In a natural Garra Rufa will live cold water about 15°C - 18°C temperature but it
begin to bring Garra Rufa to do fish spa. They will change the temperature to be 38°C-40°C
for a warm comfortable to customers.
Characteristics of Garra Rufa: this fish will have full-growth size to 14 cm but it
will grow very slowly. It will have short body, big head and round it. Garra Rufa will have a
large black stripe on the root of tail. It has small eyes than Garra Sp.
Garra Rufa fish has origin from Turkey. The story can tell that there are Turkey solder
came back to the war with an injury that dry to be a scrap. They will steep the water fall that
have Garra Rufa fish to nibble their injury then an injury was treated. An injury returns to
usual, after that a reputation of Garra Rufa fish begin to know of Japan. Then there are
establishing fish spa in Tokyo and it will expand Garra Rufa fish and breed Garra Rufa fish’s
breed to be popular that can bring it to remedy and relaxing. In Japan is famous to use Garra
Rufa fish in do fish spa that it can relaxing and help to eat death cell of foots. It doesn’t to
clean by wiping scurf. Fish saliva of breed has enzyme that help to change a rapid cell and it
can eat bacteria that it is the cause to have smell of foods too. Garra Rufa, it will satirize to
foots that it will feel spark vibration same as feel a little electricity stimulate the end of
instruct of foots that it will feel relaxing.
• History of Garra Rufa fish in Thailand
Aof is nickname of Mr. Jiramech Yantaraporn. He met fish spa in Japan. He

interested to open it in Thailand. He studied about fish breed the performance of fish more
than one year by there is Jiratean Songrassame. He is partner that begins a expert in aquatic
11
animal to invest a business together. He said that at beginning, he try to trial and error to do
fish spa because fish will bring to remedy that have many breeds. Each breed will have same
behavior that suit to remedy. Sample the fish that have behavior to spring, it will not suit to
do fish spa. And the last Garra Rufa fish suit for using in fish spa that it is same fish using in
Japan when doing this business, you must take care about fish breed to remedy. The owner
must take care into the spa to be clean. Every customer must lower foot into same pit. So, fish
spa must install system to curve the water. The owner must use because 4 filter in pit. When
the customers steeped t feet into pit to finished, the employee will wash the foot to clean and
wash it by using soap water against.
Doctor fish is the name given to two species of fish: Garra rufa and Cyprinion
macrostomus. Other nicknames include nibble fish, kangal fish, little dermatologists and
doctorfishen; in non-medical contexts, Garra rufa is called the reddish log sucker. They live
and breed in the outdoor pools of some Turkish spas, where they feed on the skin of patients
with psoriasis. The fish are like comb fishes in that they only consume the affected and dead
areas of the skin, leaving the healthy skin to grow, with the outdoor location of the treatment
bringing beneficial effects. The spas are not meant as a curative treatment option, only as a
temporary alleviation of symptoms, and patients usually revisit the spas every few months.
Some patients have experienced complete cure of psoriasis after repeated treatments, but due
to the unpredictable nature of the disease, which is strongly influenced by endogenous
factors, this may simply be regression towards the mean.
Garra rufa occurs in the river basins of the Northern and Central Middle East, mainly
in Turkey, Syria, Iraq and Iran. It is legally protected from commercial exploitation in Turkey
due to concerns of over harvesting for export. Garra rufa can be kept in an aquarium at
home; while not strictly a "beginner's fish", it is quite hardy. For treatment of skin diseases,
aquarium specimens are not well suited as the skin-feeding behavior fully manifests only
under conditions where the food supply is somewhat scarce and unpredictable.
On Turkish society, spa with its fish was known since 200 last years. However, fish
therapy this was known at Asia, Europe and United States since year 2006. In the early its
find, this fish is suspected as fish flesh eating. At that time, while a galaxy person is at
Kangal's river, Turkey, this fish flocks at do splits them. However, they do not see to do splits
they hurt even they feel their body feel fresher. That is, early it is beginning so this fish is
eventual being made one of therapy to cure disease
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Garra rufa - Fish Garra rufas life live in the river at Middle East state as at Turkey,
Syria, Iran and Iraq. It has age 4 until 6 years with longing maximal 12 cm. But, fish that is
utilized for therapy is fish out one still little which old 36 months, generally has long 1.5 until
2 cm. This fish gets life on water with temperature 0 until 43 Celsius's degrees. These unique
fishes are reported to be useful and effective in curing skin diseases. Some even report of
effectiveness in joint diseases, muscle trauma, rheumatic and neuralgic disorders.
• The fishes that it can use to do fish spa in Thailand
1. It must be the fishes that living a large group and doesn’t big much or too small group:
The first qualification is important because we must choose the fishes to do fish spa,
we won’t use only 1 fish. The group of fish, it will have moderate group and doing
fish spa, fishes aren’t more than 3-4 inch because if the fishes will full-growth, they
will lazy to find a food by sucking the customers foots. It can provide a big size
because the customer will feel fear the fishes.
2. It must have the mouth that can suck and having the characteristic to suck something:
It must suck the dead cell on the customer foots but it doesn’t bite. The sucking is
creating the air by using the mouth. We can observe Garra Rufa easier that it is
sucking mouth; it has some tissue of the lip of them. Adding the characteristic of them
can graze because they can suck and graze something in the same times. The main
work of Garra Rufa is removing the dead cell to change being a new cell.
3. It doesn’t have the teeth’s on the jaw: When we did fish spa, we didn’t want the Garra
Rufa will bite customer by using the teeth of them. It will affect some accident to be
some wounds that customer can infected from this fishes. We want to use the fishes
that don’t have the teeth on the jaw that we called “ Order Cypriniformes”
4. They have a performance coming to suck organ of human: This fishes have many
performances and many species. It depends on many factors such as type of fish, size
of fish, school of fish, age of fish, and following the appropriate environment of living
of fishes.
5. They have treated qualification to be a famous on the global: The qualification of
Garra Rufa can create the enzyme that called “dithronol (anthralin). It can treat
psoriasis disease and Garra Rufa has 4 qualifications on above that ready to do fish
spa.
13
• How does the Garra Rufa fish do it?
Garra Rufa fish gently suck the dead skin of from the outer layer of the body but leave
the under layer skin a side. During the removal of the dead skin, the fish produce an enzyme
that has a vitalizing effect on the new to grow skin. The new skin feels softer and healthier
than before.
The Benefits
• Natural exfoliation of dead skin – Smoother and healthy glowing skin

with easy moisturizer absorption
• Promote blood circulation – Micro massage sensation from these ‘little
masseurs’
• Lightening of minor scars
• Easing of psoriasis and minor eczema
• Release stress and tension – Ticklish sensation causing perpetual
laughter!
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2.2 Situation of Industry
2.2.1 Fresh milk

In 2009, the milk industry is shrinking because of entrepreneur face with high cost of
fresh milk in the country and economic continue drop down that start in half year 2008. This
affect to the price of product, so customers concern on saving. In July 2008, the price of oil
and milk increasing is affected to milk product. Although, agriculturist face with high cost of
raw because price of raw material to produce animal feed is increasing, such as; corn,
soybean and garbage of soybean. So government adjusts the price from 14.5 baht per kilo to
18 baht per kilo, the milk industry also increase the price of products. In other hand, country
which export milk products decrease in their production and the price of powdered milk
increasing, so entrepreneurs turn back to use milk in the country. Meanwhile, Office of
Agricultural Economics shows up information that 827,252 tons of quantity of fresh milk in
2008 is close to 822,211 tons of quantity of fresh milk in 2007. In 2009, milk products value
will around 32,500 million baht and growth rate of milk products will minus 0-2% compare
with 2-3% of growth rate in 2008. However, the cost of raw material will decrease, but
entrepreneurs still have risk increasing price of fresh milk in the country. Furthermore, the
price of powdered milk in the world decreases, so entrepreneurs switch to use powdered milk.
This make the fresh milk in market is flooding in beginning of 2009. At the same time,
entrepreneurs also confront with economic crisis, so purchasing power is shrinking and
combine with adjusting price of milk. These affect decreasing of consumption of milk in
Thailand. January 28 2009, government had set the budget for 2,030 million baht to solve the
flooding fresh milk in market. The project had start in October until November 2009, but the
government cannot solve the problem immediately. However, the milk industry in Thailand
still growing and fresh milk in industry is not enough to produce milk product in country. In
addition, milk product in Thailand need to open the market to import milk under condition of
world trade agreement and free trade agreement between Thailand with Australia and
Thailand with New Zealand. This agreement makes entrepreneurs in Thailand turn to use
powered milk that import from foreign counties (38% of import powdered milk) because
powdered milk is cheaper than fresh milk that produce in country. In other hand,
entrepreneurs still had opportunity because the consumption still grows in the market. The
growing of milk industry depend on marketing promote about health care trend. Because milk
is a beverage that benefit to the body and consumption of milk in Thailand lower than 20 lit
per person per year. This factor will help to expand the market in Thailand.
15
2.2.2 Spa industry

Thai Spa Industry in 2009
Thailand’s spa industry continues to evolve with the changing needs of spa clientele,
environmental pressures and economic realities to a focus not far removed from the ancient
purpose of traditional Thai massage and herbal healing techniques — that of restoring well-
being. Thailand’s spa industry has certainly matured, according to Andrew Jacka, President
of the Thai Spa Association. “There is more mindfulness that while our industry may well be
based on luxury pampering, we are in fact part of a bigger health care industry,” he says.
Maintaining well-being through a better balance of the body, mind and spirit, as well as with
the environment, has become the key protocol for Thailand’s many award-winning spas and
emerging ventures. It is also the major thrust in a government master plan to establish the
country as a medical hub — but one that also prominently features traditional and alternative
treatments. Retreats, alternative therapies, personal consultation, life coaching, meditation,
yoga, pilates and physiotherapy, along with healthy eating and detoxing, have joined the
menus of more standard treatments around the world comprising scrubs, facials, massages
and water treatments. Despite the need to blend with Western practices, the Thai spa
industry’s edge is its ancient heritage: the rituals, treatments and massage techniques that
have survived down through the ages. It has an authenticity that spas elsewhere in the world
look to replicate. In fact, ‘Thainess’ has become a significant selling point. Thainess refers to
both the therapists and the cultural qualities that have made Thailand the spa capital of the
Asia-Pacific region – and a must-have component for spas all around the world. While it can
mean different things to different people, when applied to Thai therapists Thainess seems to
encompass ancient healing techniques, folk wisdom in its rituals and, perhaps above all, an
impossible-to-copy graciousness.
Global Trend affecting Thailand
Globally, spa tourists give high priority to achieving a pronounced sense of wellness
and getting good value for money. Many also want to enjoy an authentic cultural dimension
with the rituals, special herbs and oils and natural environments. People generally are placing
greater importance on staying healthy and preventing illness. Going to a spa is no longer
regarded as an indulgence but a necessity — part of a prevention regimen, and a way to
rejuvenate and cope with the world. Energy medicine is a world trend embracing Thailand. It
includes reiki, qi gong, chakra balancing, healing touch, acupuncture and magnetic, light and
sound therapies, and focuses on clearing imbalances in the body’s energy field to promote
16
healing. The growth of Asia’s spa culture has been quite dramatic, and will continue. The
Thai massage experience, with its techniques for stretching joints and muscles whilst pressing
meridian points, is regarded by some professional Western therapists as the most perfectly
choreographed treatment. With origins dating back 2,500 years, Thai massage is a deep, full-
body natural and holistic treatment that incorporates hatha yoga, acupressure and reflexology
to restore energy flows and sustain good health and well-being. In the true cultural ritual,
Thai massage is accompanied with traditional Thai herbal healing techniques.
Environmentally friendly spa facilities are becoming less of a gimmick in Thailand

and more of a way of business as more spa tourists concentrate on reducing both their stress
and their carbon footprints. Superficial green gestures don’t cut it these days. Mindful
spending is another global trend affecting Thailand’s industry. Spa tourists are looking for
value with tangible results in the form of ‘day-captions’ and ‘spa-captions’ to make quality
use of holiday time. A growth in the number of spas to be found in three- and four-star hotels
is expected. People who want to age gracefully without recourse to plastic surgery often view
spa treatments as soft surgery. Customers are pairing up; more couples and groups (mothers
and daughters, fathers and sons, girlfriends and pregnant women) are looking for package
treatments. Emotional counseling is becoming the norm as spa resorts bring in specialists to
help clients learn more about their emotional selves and their relationships. People want the
culturally authentic spa experience which Thailand can deliver. This is why it is held in such
high regard around the world even though the Thai industry actually represents only two per
cent of all the world’s spas. Younger consumers — the ‘Gen Y’ — are coming to spas. They
are environmentally responsible, ethnically diverse, have no brand loyalty and want high
technology to achieve results. While Thailand remains more personal or high touch, there
will be significant development in the coming years to achieve more of a balance between
high tech and high touch in all types of facilities. For now, high tech equipment is still mostly
found in medical spas.
Industries statistic
Thai spa industry had been growing at rates in excess of 20 per cent for many years.
As a relatively mature industry, it was therefore expected to slow significantly, and with the
decline in foreign arrivals has actually experienced negative growth. This has been reversing
and recent estimates for 2010 are projecting growth again of about six per cent. New spas are
opening, and continued single digit seems likely for some years to come. It is now some 17
17
years since the first spa appeared in the kingdom, and according to the Global Spa Summit,
two per cent of all spas in the world are found in Thailand — giving it a ranking of 14th. The
Thai spa industry ranks seventh in terms of the numbers employed, and 18th in terms of gross
revenues.
Most of Thailand’s classic spas, which continue to improve as they age and always
get favorite ratings from readers in the Condé Nast Traveler award lists, date back to the
industry’s early years in the 1990s. Thai spas boomed in 2002, when the industry grew by
nearly two-thirds and achieved a top-five world rating. According to the Intelligent Spas 2002
Thailand Spa Report, Thailand was the second-highest ranked spa destination globally in
2002 with 230 operators servicing 2.6 million international clients and generating revenue of
US$85 million.
The situation according to the Thailand Spa Benchmark Report (2002–

2010) put out by Intelligent Spas, a Singapore-based research service:
• Of the 585 spas operating in Thailand, 51 percent are day spas and 49
percent are destination spas co-located with accommodation.
• The spa industry employs 11,240 people, a growth rate of 228 percent
since 2002.
• In 2007, Thailand received 3,649,000 tourists who visited spas.
• Thai spas collectively generated revenue of 8.3 billion baths in 2007, a
more than threefold increase since 2002.
(http://www.tatnews.org/common/print.asp?id=4555#3)
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2.3 Vision
We want to be the top five milk shop in Chiang Mai province.
2.4 Mission
We are fresh milk business that concern physical and mental health for our customer.
We will serve a full service for customer satisfaction and we will have fish spa to attract the
customer who love milk. We create a member card to maintain customer loyalty that our
business will emphasize the taste of milk for everyone who loves healthy. We attract the
customer by create a new menu following trend for gain a profit to business in a long time.
We support the local product for helping local people to distribute income for them. And we
believe that we can create our own style decoration of business to public for customer
awareness.
2.5Strategy
2.5.1 Corporate Level

Horizontal integration
We are fresh milk shop that must compete with competitors. The main competitors
are Milk garden, Mon Nomsod, and Too Nomsod. We will apply menu a same as
competitors. For example Milk garden creates a special menu such as the name menu is
Mamatarloon. So our shop must create this menu to compete our competitors.
Market penetration
We will have promotion to attract the customer and we use advertising on radio and
website to promote our shop and we use magazine in Chiang Mai entering to direct
customer’s awareness. We have some service to serve the customer. It is fish spa; we use
promotion of fresh milk to match with fish spa to attract the customer.
Product development
We introduce and create a new menu following the trend. As the same time we will
improve the existing product to be better for serving our customers to increase our sales and
gain a profit.
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2.5.2 Business Level

Type 1and Type 2: Cost Leadership Strategies
It‘s in conjunction with differentiation. It will use economies or diseconomies of

scale, capacity utilization achieved, and linkages w/ suppliers& distributors.
Type 3: Differentiation Strategies
It will use greater compatibility, lower costs, improved service, greater convenience,
and more features.
Type 4 and Type 5: Focus Strategies
It will use industry segment of sufficient size, good growth potential, and not crucial
to success of major competitors.
In Our business, in functional level strategy that we choose is differentiation

strategies. We are differentiating that it can relate with horizontal integration, market
penetration, and product development. About horizontal integration strategies, we can
compete another competitors because we will add some menu same as competitors that we
will change some ingredient to adapt the better menu to attract the customer for many choices
to test it that we don’t do the same menu as competitors everything so we will improve and
change it to be the new menu for our shop. About market penetration strategies, we will use
marketing effort to attract to directly for our customer awareness by using radio and website
and magazine to advertise on local area because the main target of us, mostly it is the mass
communication to easy for reaching our target and they response to quickly for listening
radio, read magazine and enter the website that we can promote our product& service to
customer awareness. Moreover, we use the promotion to match with our service that it is fish
spa to attract the customer that it can mix our promotion for using fish spa in the same time. It
can be the advantage to us because our shop, we have special service (fish spa) to support for
the customer. It is differentiate with other competitors because other competitors don’t have
fish spa same as our shop that it can be differentiate from other competitors. For product
development strategies, we must improve our product all the time to compete with other
competitors that we will create the new things; it means that we can have competitive
advantage for another competitors because we emphasize on the customer’s need and the
customer want to test a new things all the time which it can create the new target for us.
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2.5.3 Functional Level

Marketing
For our marketing department, we emphasize on promotions and mass

communication. We will use promotion to promote our product and services that competitors
will have some promotion to promote their products. We will do promotion same as
competitors but we will have special promotion that customer have many choices for
selecting to serve our product and service. Before our shop will open shop, we will promote
shop by giving a coupon to customer to test the sample of milk product from our shop. After
that we will promote our shop by using promotion for milk product, the customer able to be a
member our shop that we will create member card for our customer and it can benefit for
collecting the point to get the benefits from our shop and promotion about premium the
customer will get the point from their purchasing products in our shop in term of 30% per on
point that the end of year, the customer can get the gifts from us. For fish spa, we use a
discount which the beginning we are opening the shop, we will discount from 120 baht per
half hours to 99 baht and for student target we will discount 30%. Adding we want to
customer serve our service in the long time, we have the promotion 10 times per one free; if
the customers use fish spa in 10 times, they will have a service of fish spa per one free. We
will promote our shop by using radio, magazine, public respond, website, and leaflet. For
radio, we will advertise this mass communication because the main target would like to listen
to the radio. It can be effective communication to customer can get information very much.
For magazine, we will advertise on local magazine that it is Hip magazine and Compass
magazine because Chiang Mai people are well known and it can attract to teenager and adult
to know the fashion and information about Chiang Mai are the best. For public respond, we
will support the student’s activities such as Sport Day, Vijisin event, etc. For Website, we
will advertise on local website in Chiang Mai province because website can reach to people
almost it easy to get information from website. For leaflet, we can contract to reach the
customer for easy to know about our shop.
21
Production
For our production department, we emphasize on 2 sections; we will do menu as

same as competitors, we will create a new menu to compete with other competitors that we
will add some menu for healthy. We will do menu as same as competitors do, we will adapt
some ingredient of product to be better such as we will do Mamataloon same as Milk Garden
competitors that we will change it for looking more appetizing. And we will create a new
menu for seasonal such as we will use local fruit to produce smoothies to attract the customer
likes for winter season, we will use apple star, strawberry, orange, and star fruits to produce
smoothies, for summer season, we will use mango, watermelon, and melon to produce it, etc.
So it can show that we create a new menu to attract the customer that it can be differentiate
from other competitors and customer can test and serve our service. Some menu we will
create to customer who loves health that we take care about our products to customer needs
and satisfy that it can increase more customers to increase our sales and to gain market share
too.
Organization management
For our organization management department, we emphasize on employee. We will

train employee for improving skill of the workers to be satisfy the customer needs in full
services that we compare with other competitors having self service. We provide the workers
to have knowledge skill to serve the customers because we want to the customer get the
benefits and a full service for us to customer happy and satisfy with our service for willing to
give our customers. Moreover, we will evaluate the employee (part time worker) for improve
the performance of employee by we will observe their behavior and feed back from
customers who comes to serve our products and services. So it can show that we will look the
workers to work with us that we will choose the person who attends to do the works and
attends the customer.
Accounting/Financing
For our accounting/ financing department, we emphasize on promotion and reducing

the advertising budget. We will use promotion from marketing department can relate to this
department that we want to increase 20% profit .We want to increase market share by pulling
the competitor’s consumer come to use service in our shop and then we can increase the net
22
sale so we can increase profit following when customer increased. Another way we want to
control advertising budget by we will advertise our shop on local radio and local website and
local magazine to reduce the expenses cost because our target we emphasize on Chiang Mai
province and people in Chiang Mai have response in this mass communication to effective
for reaching directly to customers.
Management Information System
For our Management Information System department, we emphasize on

communication by sending mail forward to customer for access our consumer directly. We
use mail for sending to consumers that we can get more consumers to serve our services and
the consumer can get information directly from our shop. It ‘s easy way to reach the
consumers and it doesn’t use enough money to invest and we send mail that it’s quick mass
communication for easy to reach directly to customer and the customer can get information
from us as quickly as we send it. Another way, we will advertise our new product into
website to distribute information. We will add new product into website and send information
of new product to member via mail. We will add new product on website the customer can
see new product, description of product, and the location that we located so we will use
website to promote our new product to increase sales and product together.
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Chapter 3
Marketing Feasibility Study
3.1 Marketing analysis
3.1.1 General environment analysis

Political analysis
Chiang Mai political is affect directly from political of country especially in first
quadrant of 2009. They were protested their own right. This made Chiang economic
recession, so the governor crated events for increases consumption rate. Although,
government had supported budget to encourage business section, it called Thai Kam Kang
project. On the other hand, the fresh milk was flooded in market, so the government raised
the price of fresh milk in the market to solve the problem of agriculturist. The raising price
policy of fresh could not solve all flooding of milk, but the government was created policies
in term of step by step on basing problem. (Office of Commercial Affairs: Chiang Mai)
Economic analysis
Economic factors include economic growth, interest rates, exchange rates and
the inflation rate. These factors have major impacts on how businesses operate and make
decisions. First, we would like to mention about inflation rate first.
Figure 3.1: Inflation rate 2009
Inflation rate is an economics a general increase in rises and fall in the purchasing
value of money. Inflation rate is a percentage of general pricing in specific period of time not
24
the rising in price of specific product. Inflation rate is the process about level of price is
tending to be increasing continuously but it is not the process about the increase of price in
only one time. The increasing of inflation rate affects capacity about competition in
economics. Country which have high inflation rate will have low potential to compete with
another country which have higher inflation rate. The reason is the price of product in country
which have quite high inflation rate will more expensive than the country which have no
problem with inflation rate. (Office of Commercial Affairs: Chiang Mai 2009)
Social analysis
Social factors include the cultural aspects and include health consciousness,
population growth rate, age distribution, career attitudes and emphasis on safety. Trends in
social factors affect the demand for a company's products and how that company operates.
For this factor we will talk about the number of target market and the income rate of people
whose are our target market also.
The numbers of university student are increase year by year, it shows that our
target have high growth rate and we can make more profit from the incasing of number of
that group of people. Another criterion is the income per person is also increase. People have
more money to buy product and willing to pay for something which might be luxury goods.
The income increase but the inflation rate decrease that means people has more money to buy
product while the price of those products is decrease or constant.
Technology analysis
Technology is factors include ecological and environmental aspects, such as

R&D activity, automation, technology incentives and the rate of technological change. They
can determine barriers to entry, minimum efficient production level and influence
outsourcing decisions. Furthermore, technological shifts can affect costs, quality, and lead to
innovation.
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3.1.2 Competitor, Customer, Company (3C Analysis)

Competitor analysis
• Direct competitor
Milk shop the reason to have competitors to be compete in Milk shop business are
milk shop business just the business which is spend not much of budget in the beginning
another word is the entrepreneurs who open new milk shop no need to spent a lot of budget to
invest in the business. Everyone who has money can be investing to do business. They do not
have to concern about what degree of education they have get but the one who do this
business must be willing to take risk if they just have money and have no education degree
because do the business, every investor have to have many of information about the business
they do. And also they have to do the business plan or some plan to set they objective and
plan for future if the situation will not go along with the plan they have do.
Another reason is the trend of people in the present day, people concern more about
their health. People drink milk increasingly from the past because Thai government also
campaign people to drink milk to help agriculturist about the price of fresh milk. Thai
agriculturist who take care milk cow can produce a lot of fresh milk but the market to support
fresh milk are not enough for fresh milk that have produce each day. So, there are more
people would like to drink milk both fresh milk or another product about milk for example
fresh milk that already past some process like milk shake in any favor. From the reason
which has said at the beginning can show that Thai people at the present day drink more milk,
so, there are more people would like to gain money from milk business.
Our direct competitor are milk shop that open before us as the following…Milk
Garden, Mom Nom Sod, Milk Zone, Dairy Farm.
Mon Nom Sod

Background
If we talk about milk and toast shop, many of u might ad ever heard “Mon Nom Sod”
milk shop. Especially for people who live close to Bangkok City Hall, although the elderly,
teenager, and children every gender and age will be familiar with Mon Nom Sod milk shop.
There is Mr.Mon Wanisornkul was be owner whose were 30 years experience.
Khun Mon started from labor with prepare coffee task, he work at coffee shop that
located at the corner of Bangkok City Hall since B.E. 2507. He was trust by that shop’s
26
owner and work there for 15 years as far as the owner of block of shop ask to get back the
coffee shop from coffee owner whose Khun Mon work with, so, coffee shop have to close
business.
Khun Mon and his children decided to open his new coffee shop on pickup truck at
the old area that he was be the labor of coffee shop. Then he gently expands or adds more
products like custard-bread and fresh milk. But he still have problem with government
officers after that he think to seeking new location to open his own shop.
He starts to open his shop on B.E. 2527 at canal side beside the Bangkok City Hall,
also he adding more menus continuously. For example, toast—there are many flavors to
select like Thai-custard, pave with sugar, pave with condensed milk, pave with fruit jam, and
etc. At the first stage, his business is not run smoothly because of the recession of economies;
Khun Mon decided to run business as moderate. After that many people know about Mon
Nom Sod milk shop, that group of people are student, and employee who work in Bangkok.
Words of mouth are the key equipment of advertisement and also customers who come to
milk shop will invite their friends to try new shop. So, enterprise then going to growth stage
rapidly within 7 years.
After milk shop reach mutuality stage and quite popular for this business, Khun Mon
was asked for return the block of shop by its owner, again Khun Mon have to seeking for
location to open new shop. Finally, Khun Mon can build his own shop by borrow money
from bank for 7 millions baht. He buy block of shop for 2 caverns which locate closely with
the old shop and also he decorate the shop with new style.
Product Development
Menu continue develop and the last he adding bakery menu and beverage that have
milk to be ingredient. About product development, the method is go to test at other milk sop
which quite famous and popular; then it to adaptation of taste and price for suitable with the
shop.
Production
Quality of raw material selecting is very important and the shop will not put
preservative on our product. Every menu which they sell must fresh and shop’s owner will
control every step of production.
27
Human Relation
Khun Mon had applied their experience as an administrator his employee to feel like
family member. He teaches every employee to be honest, keep cleaning, and service mind.
Milk Garden
Figure 3.2: Milk Garden shop
There are 3 branches of Milk Garden; in front of Chiang Mai University, Kard Suan
Kaew, Wat U-mong. All of 3 branches have standard taste standard price, and standard
concept of shop decoration. Prominent point of Milk Garden is spacious of area, a lot of table
and chair that offer for customers. They decorate the sop as Indy style…let customers
relaxing, there is no air condition, and also the shop provide Wi-Fi to customers for free
(customers bring laptop themselves) that customers can enjoy as long as they want without
any pressure.
They have some special menus which create by them self another menu similar with
other milk shop. Some menu which very general but they try to create new name for that
menu to be interesting like boiled instant noodle they put the name is “ma-ma-ta-lon”.
Also, this shop provide opportunities for students… they recruit part time employees
that mostly students. This technique might help customer familiar with employee and they
can understand each other easily because of similar age or similar generation.
28
Milk Zone
Figure 3.3: Milk Zone shop
Milk Zone located in front of Chiang Mai University, the shop is not too large or too
narrow area. They decorate the sop quite general style but it is suitable with customers in
every generation since children tills adult. Customers can go to Milk Zone shop wit family.
The prominent point of this sop is about the menu list which is at least 100 menus and differs
from another milk sop. About the taste; it is not much delicious but still not bad at all. They
set a reasonable price for each menu because their main target are student who student in
Chiang Mai University not workers, so, the price not high compare with other milk shop.
Milk Zone will have highest sales rate when Chiang Mai University have “invite
freshy” activities that senior student will have a party with junior, sophomores, and freshy
student at Milk Zone. The reason might be the price and location.
Dairy Farm
Dairy Farm is not the shops that open on permanent location. It is just
franchise…there are too many branches of this brand and each branch follow the standard of
company. The owner is whoever wants to be invests in this business or people who want
other source of income.
So, Dairy Farm differs from another shop at all fields. Also, they can’t catch the same
target and can’t compete with Milk Garden, Milk Zone, and Mon Nom Sod at all.
29
Competitor Array
Key Success Factors
1. Establish reputation, public image, and brand to hold a position in heart of

customers.
2. Specific ingredient which is delicious and do not similar with others shop
3. Control every step of production quality for stable taste.
4. Often usually develop and improve new product to suitable and relate with
target market need and want.
5. Develop the shop layout to more modern; also improve the production
equipment and packaging.
6. Have own shop’s brand that will help customer to remember the shop.
-7. Customers satisfy with service from employees.
-8. Successful of public image and brand.
Milk Zone has highest power to compete with our Nang Le’ Nom Milk Shop.
Table 3.1: Fresh milk and consumption milk
Key Rating
Success Weight Milk Mon Nom Nang Le’
Factors Milk Zone Dairy Farm
Garden Sod Nom
1 1. 0.11 9. 2 17. 3 25. 2 33. 3 41. 3

2 2. 0.10 10. 2 18. 3 26. 2 34. 3 42. 3
3 3. 0.12 11. 2 19. 2 27. 2 35. 2 43. 3
4 4. 0.10 12. 3 20. 2 28. 3 36. 1 44. 4
5 5. 0.12 13. 2 21. 1 29. 2 37. 1 45. 4
6 6. 0.12 14. 3 22. 3 30. 2 38. 3 46. 4
7 7. 0.18 15. 2 23. 1 31. 3 39. 1 47. 3
8 8. 0.15 16. 2 24. 2 32. 2 40. 2 48. 3
30
Fish Spa
At the present day, Fish spa is not the new thing for Thai people. There are many
people known about Fish spa because of media play a prelude present this business until it
can create customer want and need. But there are not enough entrepreneurs who would like to
respond the needs and want of customer. If we talk about the information and news of fish
spa, Thai people already known for something but if we change to talk about the real
businesses that open to service customer it is not enough for requirement. Entrepreneur who
first or earliest stages invest in fish spa business can get money of profit because when new
businesses have entered in Thailand, Thai people would like to try new thing. If they like that
thing or that service, they will come and come again. Furthermore, people who like
something will share the thing they like to the one they love (might be friends, parent, or
lover)
About Service
Fish spa can be intervene in many businesses since car care, beauty salon, shoe shop,
coffee shop, golf club, or can be open as single business at nice place. These shop that we
have said combine fish spa business with their own business give the reason to combine it as
for service customer while they waiting for other service “ (Oak, Siam fish spa, Sep 18,09)
Khun Oak From Siam fish spa said that most important for fish spa business is “place”, good
place – good profit. Many people might think that fish spa business have to invest by a lot of
money but if they try to do the business it let to know that fish spa business help investors to
get return of investment for the short time (Teerawut Tanakitkosert, Nov 12, 52) prominent
point of fish spa are strange and about moral which can make customer feel relax.
Teerawut Tanakitoset said that he saw that fish spa in Thailand at the moment are
very popular because it is fail on the growth period stage in product life cycle and he think
that this business will be high racing, sure that you will not be lost from these business.
Our direct competitors are all entrepreneurs who do fish spa business in specifically
and other business which combine with fish spa and located in Chiang Mai province. There
are no fish spa businesses which combine with milk shop yet. So, we select single fish spa
business as our direct competitor such as following below
31
Figure 3.4: Fish Spa @ Rin Kham Market
Figure 3.5: Dr. Fish @ Nimmanhemin
Figure 3.6: Fish Spa @ the ring
- Actually Fish Spa @ Sang tawan

- Fish Spa corner @ Central Airport Plaza 3rd floor
32
• Indirect competitors
Milk shop: Nang Le` Nom shop do business about milk shop but we not sell only
milk, we sell milk as many taste, toast, waffle, smoothies, and also coffee.
About Product
People who do business about toast, waffle, and coffee shop are our indirect
competitors.
About Location of Indirect Competitors
Mostly toast and waffle business are wheelbarrow franchise and there are a lot of
waffle shop like this. Each shop just put their menu in front of wheelbarrow and each menu
quite same in every shop. All material is inside the wheelbarrow and also tools to make
waffle and toast. At the wheelbarrow franchise have no electronic but the product they sell
are waffle which have to use electronically in process. They have to depend on other place or
other shop; wheelbarrow franchise cannot stay in a place without electronically. So, it
difficult in term of find the suitable place that has electronically, far away from another shop
who do the same business. Customers who go to buy waffle or toast from wheelbarrow shop
just buy mostly 1 or 2 piece and go back. It doesn’t have corner or place to eat or relax and
less choice of taste to select.
Coffee shop is another group of indirect competitors. There are too many of coffee
shop both favorable and unfavorable, for example ,Wawee coffee shop, Starbuck coffee,
Amazon cafe`, Doi Chang coffee, Black canyon coffee shop, or other unknown coffee shop.
Every coffee shop does not sell only coffee but they also sell milk which is the main product
of our Nag Le` Nom shop. Milk that sells in coffee shop is just some taste that is in favorite
for customer who is target customer of coffee shop. From these reason we set the coffee shop
as an indirect competitor for us. Compare with our shop we are milk shop which sell milk,
coffee, smoothies, toast, and waffle. Each group of menu we divide into many taste and type
like coffee, we sell Americano, espresso, cappuccino, late, and other menu of coffee.
The competitive advantage of us is we have not much of product line but in each
product line we have lots of SKUs. We don’t sell something which is having less SKU, we
would like to be specialist for the product we sell and would like to be favorable of customer
mind. For example, we decided to sell to sell coffee we also sell many of menus like menu of
33
coffee shop. We not sell only espresso and late but we create more menu to gain competitive
advantage.
Fish Spa
The indirect competitor of fish spa is general spa which offer massage service like
aroma therapies massage, Thai massage, and etc. We choose spa business to be indirect
competitor because fish spa is one type of spa that use Kara spa fish to massage foot of
customer, fish spa is use everything from nature to help human’s health. But for general spa,
must be use people as a tool to serve service for customer and also must have chemical things
to help brink skin and soften skin.
If talk about money, fish spa is spent less budget for invest in business than general
spa and fish spa can get return of investment for short time. If we talk customer, fish spa can
gain any type of customers from teenager till adult. Teenager can go to use fish spa because it
is not expensive and they would like to try new thing but for adult, they concern about health
and price. People who are customers of fish spa not necessary to have high level of income
but customer of spa massage must be quit high income level person and mostly be adult. So,
fish spa has competitive advantage from spa massage.
• 5 force model
Rivalry – Force Model
The industry is about milk shop and we operate milk shop in Chiang Mai because we
would like to get more customers and we can identify our target market easily. Any business
that open at Chiang Mai can gain more profit and also market share than the same business
which is operate in Chiang Rai. The reason is about population, Chiang Mai is most popular
and civilize in the north past of Thailand. People and student would like to study and work in
Chiang Mai no matter what province them come from.
So, these are reason that why we choose Chiang Mai province as our location because
Chiang Mai has large population and big enough of students who are our target customers.
But we have to think that we know a lot of information and want to catch these opportunity to
make more profit as we can. Other people also, they can also think as same as we can think.
Other people want to catch opportunity and want to gain highest profit as they can do.
34
About Main Competitors
The word “ other” that we mention above means the other milk shop which open in
Chiang Mai and want to attract the same group of customer of us. For example, Milk Garden
shops, Mon Nom sod, Too Nom Sod, Milk Zone, and etc. These example are the favorite
milk shop for Chiang Mai’s teenager that mean you can ask student or teenager who live
Chiang Mai that “are they know these shop or have ever they go to that milk shop? Each of
milk shop have their own decorate style to make customer feel about and understand the
theme of that milk shop.
There are also a lot of milk shop which might have good taste but not favorable for
teenager because the shop might not be locate on the place that have many of teenager and
target customer. Every milk shop will decorate more and give more promotion to attract more
customers who might be customers of another milk shop. However there are a lot of milk
shop that compete together and look like have something quite tense but there are no milk
shops have to close their business because of the number of rivalry.
Nang Le` Nom is the newest milk shop which will be open on the high rivalry
location. We have to concern and collect all information about milk shop business, know
there weakness and let it to create our own opportunity. We have to know that how can we
success in this business and how to avoid some failure that the existing milk shop had found.
Potential Development of Substitute Product
For the part of milk shop, human cannot survive without water, have anyone ever
heard this sentence? Every people want to be survive in the world, we will grasp at any
opportunity which can help us to be better. People known many things to make oneself better,
would like to be more health but people just think but do not do. Many people like to do thing
that herd themselves instead of find the best thing to fulfill something they lose. For example,
teenagers are group of people who have to study in order to bring knowledge and skills they
get from classroom apply with their job. They should concern about their health and brain by
exercise and eating the beneficial food and also drink milk. But they do nothing some of them
love to go to pub and bar, they love to drink alcohol which is herd their health and it give
nothing good at all for their life.
Anything were change to the present day, people no matter how old are them concern
about their health. People who are adult are the groups of people who concern most about
35
health while teenagers still drink much of alcohol. Although teenager still drinks alcohol but
they also drink more milk.
The trends of drink milk are become popular. Since we drink milk only at home until
today there are a lot of milk shop open serve, response customer need and want. Most of
teenager goes to milk shop with friends and lover. The objective to go to milk shop is not just
about they want to buy milk for take care their health but they want to discuss, take, exchange
something, and relaxing with friends.
About Product
Milk shops are not selling only milk but also about other beverage and taste and
waffle. Beverages combine of milk in any taste, coffee, and smoothies. Milk shop sell many
thing to gain more market share and get more profit because someone don’t like to drink milk
but their friends want to go to milk shop. So, we might gain more market share from group of
people who love coffee more than drink milk.
As the coffee part, they also know the strategy in fact that if they sell only coffee,
they will gain less of market share or small group of customer, coffee shop in the present day
sell many thing that relate with the main product they sell. They sell main product that are
coffee added another menu in relate like milk shake, toast, waffle, tea, and etc.
These mean that customer have more choice to go for drink milk whatever they
willing to go because two shop offer quite same thing. The method that can solve this
problem might be taste of beverage, atmosphere of the shop, price, service, and promotion
they launch. Owner who want to be leader of this market have to improve them to be better in
many part of business.
As the fish spa part, it is the business about make people to be relaxing and people
who are customer in this business are people who concern about healthy. Fish spa is just one
part of spa massage but the different is fish spa use fish to be massagers do not need people
and do not need skill about massage.
About Product and Service
Generally spa massage is quite different from fish spa in term of both price of service and
location of the shop. People who want to do fish spa will not go to spa massage for fulfill the
needs. The substitute service of fish spa might be foot massages that very population from the
36
past until the present day. But foot massage need to hire employees and they have to learn
about massage tactics (skill).
If we talk about price, foot massage is lower than fish spa. Foot massages have
competitive advantage from fish spa about many factors:
- Foot massage can be move location to give service to different people. People
(employee) can move easily, can talk -ordered-and response. We can see foot
massage much at walking street. But for fish spa, it is the permanent location.
We can’t move equipment to any place, most of tool and decorate should be
strict at the old place.
- Employee of foot massage can give opinion and felling about how boss can
help them to happy with job. Customer can talk and tell what and where they
want to massage and customer can complaint that employee directly. But for
fish spa, there are only fish to be business’s employee. It cannot tell how it
feel, is it hungry? Customer cannot order fish to go wherever they want.
Nothing responds them in order to exchange other side feeling.
From reason above we know that foot massage have something better than fish spa. So,
we have to offer good service to lets customer impressed with our service and want to come
again. We can catch opportunity about new service which just comes in Chiang Mai to make
more profit and try to keep high and good position of business.
Bargaining power of customer
There are too many milk shops which locate in Chiang Mai province and also locate
on the location that not far away from each other. Every milk shop has focus on the same
group of customer that is the student or teenager. Every investor will know that where is their
target customer live and where they go daily or where is their favorite travel place. For
business owner, we do about milk shop no matter what the name of the shop but the product
is quite similar we sell fresh milk for customer (we are people who take care your health like
mine).
About Target Customers
As we know that every milk shop have same target group of customer. So, customer
can select which shop they willing to go, what atmosphere they like, how far they willing to
go for milk shop. If customers don’t like product and service and atmosphere of milk shop,
37
they can change the shop wherever they want. Owner must depend on customer, customer is
godfather. If there are no customers, milk shop can’t be survived.
Potential Entry of New competitor
We separate this topic into two businesses: milk shop and fish spa.
For milk shop, there are large numbers of milk shop not only in Chiang Mai but every
province in Thailand. Milk shop is a popular place which student and teenager can go with
their friends and eating together, and relaxing at day time. Everyone can go to milk shop
because it have no any condition like pub, bar, or restaurant. For example, student A can go
to milk shop with her friends to day then she will go to milk shop with her parent and may be
her sister who is 4 years old.
We will talk about milk shop in Chiang Mai lot of milk shop had opened to response
customer need and want. Each shop has their own process, ingredient, material, and their
menu then these factors affect to the taste of milk. Atmosphere also can help to attract
customer to come to the shop. So, if the taste of milk and atmosphere of the place are very
nice, that milk shop will be survive.
Many people try to enter to milk shop market that means they try to open their own
milk shop but they might not have enough information about how to survive in milk shop
market. After that they have to go out this market because they have nothing of competitive
advantage. But for some milk shop that is not open in town or in the main city might can be
survive because they have not to compete with well know milk shop like Milk Garden or
Mon Nom sod milk shop.
These will tell you that location also affects to survival of milk shop. As we know that
many people always try to open their own milk shop to make profit and let customer try new
choice about milk shop. They are willing to launch anything at the first time or first period
that they open the shop. They want to attract and invite more customers to come to new shop.
If the new shop is better than existing milk shop in term of taste, atmosphere, price, and
decorate, the situation very dangerous for existing milk shop.
In conclusion, the existing milk shops have to remain and development the thing that
is competitive advantage with milk shop. Every shop especially “Nang Le` Nom shop” have
to keep themselves to be survive in the market no matter what status we are new entering or
38
existing business. If we are existing shop, will not permit new entering rivalry to fight and
attract our market and do not let new entering get some of our market share.
Talk about fish spa. Fish spa is a new business which entered in Thailand. People who
want to be owner of fish spa must have some lot of budget but it is not mean very high budget
investment as same as general spa. People who want to invest in this business have not to
think much about how to do this business in term of budget, employee, uniform, salary,
atmosphere, and etc. the necessary thing for fish spa business is about water circulate system,
fish life cycle, equipment, decoration, and promotion. Fish spa business have not to located
on large area or any place which need more spa to do business but fish spa need only some
space that can put spa set of equipment. It is combining of aquarium; fish (Garra Rufa), water
circulate system, cushion and table set. How big of this business or how many fish spa set
investor want to use depends on what location of the project and how much of budget they
have.
The business have not to hire employee and no need to think about salary because fish
spa business use Garra Rufa fish to massage or in other word is people have not to have any
skill about massage because this business give service by Garra Rufa.
In the present day fish spa business in Chiang Mai quite popular, investor have to find
information about how to survive in this business and how to keep themselves in market
when new investor enter to the same market. There are quite a lot of fish spa businesses in
Chiang Mai which just open at the same period of the time but these businesses are all about
fish spa, they are not added other business together.
The situation of fish spa business quite good, people interested more in this business,
and more people want to correct information to be guide for information. Fish spa businesses
are rapidly growth more people take risk to invest in these businesses which aim to get high
profit.
As we know that new investor will enter in our market Nang Le` Nom (suppose) is
the existing business in this market have to keep ourselves at the good position and do not let
new project to scramble our market share. There are many way to keep oneself in a good
position and it may be the indirect way to wipe new entering out of our market. Often launch
interesting promotion for customers to maintain existing customer and also invite new
customer.
39
Decoration is also important because when customers purchase service they have to
stay in that place quite long time. If we decorate the shop good, nice atmosphere then it will
make customer impress in our shop and service. We are invested and enter to the market at
the beginning of trend of fish spa so; we have better location and better choice than new one
who just enter in the market.
Finally, we have competitive advantage in term of location and something which

invest at the beginning in customer mind. We need to keep ourselves at the stage of good
service by launch nice promotion and improve or change something many times.
Bargaining Power of Suppliers.
There are too many milk shops which located in Chiang Mai province and quite a lot
that located in town. All milk shop has to receive fresh milk from Chiang Mai milk cow
cooperative. There is only one supplier which has power to bargaining. Supplier can increase
the price or do something not good like sent fresh milk in time.
If we try go to bargain with supplier which have only one supplier, they might not
willing to talk with us they might not happy and they might let me out from their product life
cycle. But we have some method to solve this problem that is the owner of milk shop
combine together and go to bargain with supplier together. If we do follow this method
supplier might be have no choice top select because their customer is us who are the owner of
milk shop.
If milk shop as a whole not willing and not happy with condition that supplier offer,
owner of milk shop will not order material from old supplier and then change new supplier
who provide better condition.
40
Customer Analysis
About customer analysis part, we had divided our target market into 4 target groups.
All of people in our target have some relationship with Chiang Mai province like student who
study in Chiang Mai University or other university within Muang district, and worker who
work around Muang district, Chiang Mai province also count as our target group.
The following information is about overall customers divide by the number of student
who study around Muang Chiang Mai district and rang of age of people.
Figure 3.7: Number of student in Chiang Mai City
Students in Chiang Mai
90,000
80,000
Numeber of Students
70,000
60,000
50,000
2004
40,000
2005
30,000
2006
20,000
10,000 2007
-
Female
Female
Female
Male
Male
Male
Total
Total
Total
Highschool Enrollment Vocational Student
Table 3.2: Number of population who are at least 15 years old, it can divide by the degree of
graduated education and gender.
Educational Degree Total Male Female

1.No educational 185,286 80,097 105,188
2.Below elementary education 435,234 216,645 218,589
3.Elementary education 144,886 76,773 68,113
4.Junior high school 153,028 88,563 64,465
5.Senior high school 171,827 90,686 81,141
- non vocational education 140,525 68,862 71,663
- vocational education 31,302 21,824 9,478
- academic education - - -
6.University 135,226 73,344 61,882
- academic 61,027 30,209 30,817
- professional 50,700 34,219 16,482
- academic education 23,499 8,916 14,583
7.Others 1,171 1,171 -
8.Unknow 1,500 873 628
Total 1,228,157 628,153 600,005
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Table 3.3: Numbers of population divide by labor situation and gender.
Migrant status Total Male Female

People who are at least 15 years old. 1,228,157 628,153 600,005
1.People who are labor force 907,788 504,116 403,673
1.1 present labor 899,175 500,428 398,747
1.1.1 employment 871,274 490,332 380,942
1.1.2 unemployment 27,901 10,096 17,805
1.2 waiting for seasonal 8,613 3,688 4,925
2.People who are not labor force 320,369 124,037 196,332
2.1 work home 56,775 3,775 53,000
2.2 study 114,173 53,180 60,992
2.3 others 149,421 67,081 82,339
People who are below 15 years old. 282,679 144,014 138,665
Total 1,510,836 772,166 738,669
• Revenue of household
From explore in 2007 we find that each household in Chiang Mai province have
income in estimate for 14,386 baht per month. Mostly these income come from routine job
for 68.3 percent which is wage and salary is 37 percent, it come from their own business.
There are 18.1 percent of income was deliver from agriculture and 13.1 percent have income
which is not come from work or other jobs.
• Expenditure of household
From year 2007 we found that household in Chiang Mai Province have expenses in
estimate for 12,480 baht per month or 86.8 percent per month per household. Mostly of
expenses as 88.5 percent is expenses from consume and within this percentage 32.3 percent
are about food and beverage, expenses about product and service for 56.2 percent, and other
expense which is not all about consume good have only 11.5 percent.
• Debt for each household
From year 2007 we found that there are 93,611 baht of debt per household per year.
That means each household have debt for 6.5 times of income. Mostly of debt or 64.9 percent
is about money that loan for spent within household and then 19.8 percent is debt about
agriculture debt, 14.8 percent is business debt, 5 percent is other type of debt. Furthermore,
we found that most of debt or 93.1 percent is debt which lawful and 6.9 percent is unlawful
debt.
• Comparison of income and debt of each household
From the comparison changing rate per year of income and expenditure of household
in Chiang Mai Province, we found that income and expenses of each household in 2007
42
decrease from year 2006 for 3.5 percent and 1 percent per year. It also relate to debt existence
of household which decrease for 18.1 percent per year.
• Distributed of income within household
To analyze the distributed of income within household, there is dividing household of

Chiang Mai Province into 10 group equally and can be arrange by income per month for
small to large. The 1st groups have least income and the 10th have highest income. We found
the Gini Coefficient of year 2007 equal 0.367 which less than year 2006 that equal 0.436, that
means the discriminating of household in Chiang Mai Province of year 2007 is decrease or
there is better distributed of income.
• Analysis
ABC customer profiling categorizes current customers to identify the primary value
of goods and challenging customers. Customers are put into one of three categories: A B or
C.
An A customer is one that contributes the highest sales and profile or are customers
that offer the most growth opportunity for profit and sales. We group first and second target
customers that are student who study in university and high school degree to be an A
customer. Because some behavior or life-style of these group of people, high school students
mostly go to anywhere to travel or meeting or eating and etc. with their friends. For example,
high-school student often go to milk shop with their friends (often big group) – for talking,
meeting, and relaxing. The reasons that milk shop have suitable atmosphere and reasonable
price of product for this group of student. Another target group is university’s student who
studies within Muang district, Chiang Mai province. Their life-style is similar with high
school student that usually go to travel or meeting with friends. They like to go to milk shop
than coffee shop because some reason of the price that coffee shop set quite higher price than
milk shop, also coffee shop and milk shop had differ target market then every ting is
change…nothing similar at all.
B customers have modest or stable growth potential and match your strategic
objective. We set the third target customers which are an early state of worker and adult who
are between 26-32 years old. Those people do not prefer to go with big group of friend, the
reason might be about social, age, and generation of them that differ from an “A” customers.
Also B customers do not go to milk shop many times like student because the limit of time
and their responsibility. But they sometimes still join with milk shop, do not permanent
disappear with milk shop. Although, this group of customer do not contribute high sale rate
for us but they have high power of purchasing. If they come—we can get quite high sales in
that day.
C customers show no growth potential or are shrinking and do not match objective.
Many companies spend a good deal of their resource on C customer when they should be
concentrating on A and B customers. People we put into “C customers” are people who do
43
not mention in “A and B customers”, may be children below 12 years old who come to milk
shop with their family. We do not serve anything specific for this group of people because we
have no growth potential from these people and they do not come to milk sop many times.
• Customer Analysis Matrix
Help to match customers against a list of desirable customer traits. Customers are
listed down the left side of the matrix, with the positive traits listed across the top. These
might include descriptors like simple parts made of common material, high percentage of
quotes won and repeat orders. Customers are then rated for each descriptor. It becomes
apparent from the scores and adding up totals which customers are the best fit for you. This
information can help you build a “most valuable customer” profile.
Table3.4: Customer analysis matrix
Segmentation/Traits University High Workers Others

School
1.Health concern 4 3 5 2
2.Love to drink milk 4 4 3 3
3.Socially person 5 5 4 3
4.Prefer to go to milk shop 4 4 3 2
5.Open experience people 5 5 4 2
6.Convinientlity person 4 4 4 4
7.Willing to pay 5 4 5 3
Total 31 29 28 19
Rate description: 5 = mostly, 1= least
Company Analysis
The company name is Nang Lé Nom. Our location is behind Chiangmai University.
Nang Lé Nom means customer will sit in the shop that drinks milk so happy for relaxing with
a good atmosphere. They will feel that they drink milk for physical and mental health for life.
We take care our customer as same as family. They will feel a comfortable when they used
our service. Our products have 4 main types: Milk, Main course, Refreshment, and Fish spa.
The main product we emphasize the milk and fish spa is new service to attract the customer.
We use many strategies to set the price to suit with our consumers. There are 3 strategies:
psychological pricing strategy, we use this strategy to set a normal price for everyone and the
second strategy that we use it is odd pricing strategy to attract the customer and the last
strategy that we use one pricing strategy and variable pricing strategy because it easy to
calculate to price . In the same time we have promotion period to promote our shop and invite
more customer to consume milk and serve fish spa service together. There are members card
and premium for milk product, the customer will receive privilege to collect the point for
getting a gift when they were member of our shop and we have a discount to low price to
members when they served 10 times , they can get free 1 time. Our product, especially the
food we have guaranteed the delicious of food because we employ the chef who have
certificate to guarantee. We employ a part-time worker that is student who are studying in
44
Chiang Mai University because we want to create a job for them because our customer
almost they will be student and learner, it will employ them to be a worker in our shop. And
they know that they will invite their friend to serve our shop more. It can reduce a cost. We
provide a new choice to consumer selecting to serve our service. We offer some service for
who love health that it is fish spa. It can help you to relax and comfortable. We use Garra
Rufa fish to assuage foots. This fish can help foots that remove death cell. Fish spa is a new
trend for people who want to test and relaxing service. Our products are milk and fish spa that
are not stability because they are not commodity to use dairy life. In company, we have a lot
of competitors are Milk garden shop, Mon Nomsod milk shop, Milk Zone shop and Too Nom
Sod milk shop. They located in town that they have competitive advantage about location
more than our shop and they open their shop to establish before our shop that they will have
high market share more. We are new milk shop that we must to compete a lot of competitors.
We are small and medium entrepreneurships to establish 5 persons by we have a partnership
to invest together. We use own capital to invest our shop to person about 200,000 baht. It is
the capital to invest only milk shop but we will loan TMB about 2,500,000 baht at interest
rate 10.75 percent to year in to 10 years. We operate our shop by ourselves. We will learn to
do fresh milk and do it by ourselves .We have chef to cook a food and refreshment. So we
will start-up 3,500,000 baht. The company is expected to grow sales revenue from year 2009
to increase every year. And Nang Lé Nom will strive to maintain 15 percent of gross profit
margin to maintain market share.
45
3.2 STP
3.2.1 Segmentation
• Demographic segmentation
Demographic Segmentation: Nang Lé Nom mention about age of population on

demographic segmentation. We focus on people who are falling in rang between 12-40 years
old without concentrate of what gender of them or what status. Also we do not need to
concern about occupation they are. For example, the girl 18 years old who is in married status
and she is not student anymore. She might be wife house or form the other jobs. But this girl
is the one who is 18 years old which is between 12-14 years old segmentation. This
explanation do not concern about…whether people in this segmentation like or favored our
product or things we offer to them or not, but we just divided the whole population into
group. Other word is grouping them who have the same interest or some similarly together.
3.2.2 Target Market
3.2.2 Target Market
Nang Lé Nom’s target market selected by “selective specialization” that is we select a

number of segment, each objectively attractive and appropriate. We choose multi-strategy
because it has advantage of diversifying the risk to much product segmentation. We have
divide into four target market as following
• University Student
Nang Lé Nom mention about students who study at university which locate on Muang
District, Chiang Mai province. The reason why we focus on this group of people is our milk
shop locates behind Chiang Mai University. People who study at Chiang Mai University are
our target, and mostly students would like to live at dormitory where close to university. As
we know that the numbers of Chiang Mai University’s student are greatest number student of
university in northern part of Thailand and student of Chiang Mai University tend to live
closely to university as much as they can. So, the place which is close to Chiang Mai
University or around it are the business area because students will find any type of shop to
satisfy their need where are not far a way from their dormitory. Every shop which run their
business around Chiang Mai University can get quite high profit and become famous (if that
business done the good job) then students will come a lot by word of mouth that they tell to
their friends.
Other student who are not Chiang Mai University’s student but hope to student there
will study hard for entrance to Chiang Mai University and then the number of student will
increase continuously. Chiang Mai University’s student is very big target group for us
because the numbers increase year by year.
46
• High School Student
There are many schools located with Muang district, Chiang Mai province such as
Mong Fort Wittayalai School, Regina Chelle Collage, Satit Chiang Mai University, and etc.
These school example are very famous college in the northern part of Thailand, student who
study high school in Chiang Mai are not 100% Chiang Mai native people but some of tem
come from another province like Chiang Rai, Pha-yao, Lumphun, Lampang, Phare, and etc.
Satit Chiang Mai University is the one which located very close to Chiang Mai University (
behind CMU), this is the one reason why we decided to locate our shop behind CMU. Some
semester, Satit Chiang Mai University arranges the tutor program to help students both form
another school and its school itself. At that time more students come to Chiang Mai and they
stay close to our shop, so, this is our good opportunity to make profit.
• Workers
Nang Lé Nom focuses on people who just at the early stage of worker. This group of
people, sometimes, their behavior similar to senior student from university because they
might just graduate from university or sometime their friends might still study in university.
The examples of this target are lecture, tutors, officers, and etc. People who entered to
working age will have less time than student, worker have only evening and full day in
Sunday. But they can also join with our shop because our shop opens 11:00 – 23:00
everyday. We also decorate each corner for each style of our target customer but it is not
almost different…just has something attract our target. This group of people might be
concern much about healthy or they find some place to meet their friend and can talk together
without the pressure by employees or owner.
• Others
The third target group is the work and adult who work or live around our shop or
CMU. There are lecture, teacher, tutors, officer etc. Who can use product & service from us?
They can use some table in our shop to be working, turf ring or something because they can
sit in there in the long time and we can service them all the time when they need.
Table 3.5: Selecting target
Age University High School Workers Others

< 12
12 – 18
19 – 25
26 – 32
33 - 40
47
3.2.3 Positioning
Figure 3.8: Nang Lé Nom’s position
Nang Le’ Nom
Milk Garden
Milk Zone
Mon Nom
Deaw Nom
Sod
To & Sod
Dair
Nang Lé Nom is fresh milk shop that provide product& services for serve the
customer needs and wants. We concern about the taste of milk for customer healthy.
Customer can get the satisfaction and serve full service. We set a reasonable price for suitable
with target market. Customer can serve new service to comfortable and relaxing when they
consumed milk together that it is a famous trend in this time that it is fish spa. It is
differentiate from other competitors because we are fresh milk shop that has fish spa service
to serve our customer. It is competitive advantage to compete with competitors. Fish spa
service has characteristic feature which our customer can drink milk with serve a fish spa
together. We create a new menu every time to maintain the existing customer and attract the
new customer. The customer can ensure the quality and performance of our shop. We support
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to get information because we have Wi-Fi internet to serve our customer into the shop and we
still have book corner giving our customer for waiting our product& service. Customer will
receive happy after eating and relaxing to play internet by Wi-Fi technology and get the
knowledge from book corner that we serve them.
If we talk about atmosphere, Nang Le’ Nom will be the first milk shop that customers
think in their mind. Nang Le’ Nom decorate the shop with modern classic style that can make
people who enter into the shop feel relax. We do not serve customers only product and
service but we also think about sensation of customer. We do not serve customers difference
by separate class of them from their order or their image which we have seen first time.
Everyone who comes to use our product and service will receive the same thing or same
services. We do not decorate our shop to look quite high class or too Indy style because we
focus on broad rage of group of people who are our target market. But we think that the one
thing which every one have similar need is good atmosphere that help them relaxing. We do
the milk shop together with fish spa, sure, every area and every corners of our shop can make
our customer feeling good. Measure that our target group give us the opportunities that try to
use our product and service because we are just the new milk shop that want to be the best
one in customer mind.
3.3 Marketing Mix Strategy
3.3.1 Place
The shop allocated at Pattana Project, Suthep Road, Moo 14 Soi Moo Barn Mai Lang
More Chore, 50200. It is traffic area, the people can see easily and it located in Town to
attract the customer. The customer can accessible and reached with our shop. The location
located near behind the engineer’s door Chiang Mai University which the main target market
almost it is students who are studying in Chiang Mai University that they will have high
purchasing power to buy our product& service. Our location has high visibility and our
customer well known.
49
3.3.2 Product
• Product line strategy
Nang Lé Nom divides into 3 product lines
Milk product
Milk product usually in beverages term that component of milk. This line of products
includes of hot and ice beverages that have divide into 5 section include of white fresh milk,
coffee, choco, tea and milky fruity. All products have component with milk and about milky
fruity use fresh and local fruit.
Table 3.6: Milk beverage product and Price
Milk Beverage Product Price

Milk Hot Ice Smoothie
Fresh Milk 25 30 39
Honey White Milk 25 30 39
Prink milk 25 30 39
Green milk 25 30 39
Coffee Hot Ice Smoothie
Espresso 45 55 65
Moca 45 55 65
Americano 35 45 55
Latté 45 55 65
Cappuccino 45 55 65
Choco Hot Ice Smoothie
Chocolate 25 30 39
Coco 25 30 39
Tea Hot Ice Smoothie
Green tea 29 35 45
Red tea 29 35 45
White tea 39 45 55
Dark tea 39 45 55
Milky Fruity Hot Ice Smoothie
Lemon – 29 35
Watermelon – 29 35
Pineapple – 29 35
Banana – 29 35
Orange – 29 35
Blueberry – 29 35
Raspberry – 29 35
Strawberry – 29 35
Local Fruit – 29 35
50
Refreshment
Refreshments have divide into 2 products line in term of meat diet and dessert.
Definition:
Ka num buang yen is milk and ice mix with chocolate strawberry then spine all
together and put bread under the blow.
Ka num buang nan moo is brad dip with egg and scatter over with pork then fry it into
hot oil.
The price of refreshment
Table 3.7: Price of refreshment
Refreshment Price
Meat diet
French-fry 39
Fry Dumpling 39
Nacket 39
Squid dip with power 49
Tem pura 49
Fry Hot dog 49
Kawee Sa 49
Vegitable Sprit roll 49
Moo tond Sa lonk 59
Nong Nang Hum Sabai 59
Ka num buang nan moo 49
Sweet
Brownie 49
Pancake 49
Waffle 39
Yam
Bread with yam 19
Butter-Milk
Bread with condensed milk 15
Bread with butter 15
Bread with condensed milk 17
Bread with sugar 17
Bread with sugar and condensed milk 19
Bread with condensed milk and coco 19
Ka num buang yen 39
Chocolate bean better
Chocolate bean better 25
Sak ka Ya
Sak ka Ya 25
Sak ka Ya Bai Tren 25
Sak ka Ya with egg 25
Sak ka Ya with Pumpkin 25
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Sak ka Ya with taro 25

Salad cream-Mayonach
Moo yonk 25
Tuna 25
Buaud 25
Ham 25
Fish Spa
Fish spa is a new trend of service and very interesting now. Fish spa is a spa that helps
customers removing of the dead skin via fish. Fishes produce an enzyme that has a vitalizing
effect on the new to grow skin. The new skin feels softer and healthier than before.
The price of Fish Spa
150 baht for 30 minutes
250 baht per hour
3.3.3Promotion
Promotion for milk products.
- Member card: The Card will use to check our customer and
customers will get the benefit about collecting point.
- Premium: Collect the point from purchasing products in the shop in

term of 30 per on point. At the end of the year can exchange to gift.
Promotion for fish spa
- Discount: At the beginning, we will discount from 120 baht per half
hours to 99 baht for grand opening the shop in one month.
- Fish spa will discount 30% for students who study in high school.
- 10 times per one free: If customers use fish spa in 10 times, they
will have a service of fish spa per one free.
52
Communication
We will communicate to our customer via radio, magazine, publish

respond, web site and leaflet.
- Radio very large distributes information to our customer. This will

be effective to attract youth customers.
- Magazine we will promote in Hip magazine to teenager and

Compass magazine to attract more adult customers.
- Publish respond: we will support student activities, such as; sport

day, Vijidsin event, etc.
- Web site: we will communicate and contract to customer via web

site that we will give information to customer via mail for easy to reach
to directly for the customer.
- Leaflet: we will contract closely to customers for customer to know

us and it can promote our shop.
3.3.4 Price
Psychological Pricing strategy
We will set the price of the product that customer familiar the price in normal
market for example belong
Table 3.8: Price in the general market
Product Price (Bath)
Cold milk with honey 25
Espresso 35
Raspberry smoothies 55
Hot fresh milk 25
Hot tea 35
53
Odd Pricing
The strategy is in term of psychological, so customers mind think that the odd number
is a cheaper price. Most of famous number they use number that end with number 9, such as;
39, 99, 199, etc. These price strategies will attractive customers to consumption our products.
One Price and Variable Price
We will use only one price to every customer in the same condition. This will easy to
calculate in accounting.
Nang Lé Nom design that each toping will add price 10 baht.
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3.4 Forecasting
3.4.1 Seasoning
High seasoning is on June- July because universities and schools are opening and they
will celebrate for new students. October- February is a high season of Chiang Mai, the time
of entrance of student grand six and many students activity occur in this time. From the
interview, in high season periods the sales will increasers amount 50% and low season
periods also decrease to 40%.
• 1st year sales forecast
Nang Lé Nom plane for first year is January till May, Nang Lé Nom will not open
because of interior decoration and prepare for operating. On June, we are going to open the
shop and we will reserves 3,386 customers and 900 customers will takeaway milk product
per month). For the interview, refreshment will be 35% of milk product, so we sale for 1,500
customers. Meanwhile, fish spa has 9 seats for serve customers; hence we will serve 2,400
customers from average 80 persons per day. In peak period of first year (base on June) the
sale will increase 30% on July and December. On August to September will deceases 20%
because the university and school still opening and the time close to midterm or final exam.
October sale will increase 10% cause of this time enrollments will cram for an examination
of high school students and university will use the place for test of high school students.
November sale will increase 15% for the reason that university and school open for second
semester.
• 2nd year sales forecast
Second year base on December last year, on January the sale will drop down a little
bit around 5% of previous year December as a result of decreasing of student activities. On
February, the sale decreases more 10% due to students graduate and close to final exam.
March until May will decrease 60% as a consequence of student’s vacation except on April
the sale will decrease 50% because the opening third semester. Although we are going to
expand to second floor for serve more customers up coming high season period, it will
disturb to our customers. On peak time, will increase more 50% and June 30% because we
able to serve more customers. On August to September will deceases only 10% of owing to
student well know more Nang Lé Nom. On October will increase 20% and November 40%
because the reason promoting on radio and we provide more seats to customers.
55
• 3rd year sales forecast
Third year base on December pervious year, January the sale will decrease only 1%
and February 5%. March until May will decrease 50% as a consequence of student’s vacation
except on April the sale will decrease 40% because the opening third semester. We also reach
customers via our promotion. According to peak time, will reduce 5% and June 15% because
new competitors are going to enter in this business especially Fish spa. However, milk
product and refreshment will not decrease that much as Fish spa because of they are already
exiting competitors and is not a new service that occur only two years. Hence, Fish Spa on
climax time will drop down 20%, June and October 30% and also on November 25% because
we design to reduce the price and increase minutes to 120 baht for 45 minutes. On August
and September will decrease just 40%. This will help us not to decrease far from milk and
refreshment product of the sale. In other hand, milk product and refreshment during August
and September the sale will decrease 15%. Meanwhile, on October the sale will reduce 10%
and November 8%.
• 4th year sales forecast
Forth year base on December last year, January the sale will reduce 5% , February
8%, March 55%, April 50% and May 45% because the continue problem from last year.
Nevertheless, it is not decreasing that much compare the parent decreasing from last year. For
the reason, customers will compare service and comfortable place that we are going to train
our employee to complete with competitor between March until May. We believe that we
able to be in our customers’ mind. On hit the highest point period in of milk product and
refreshment, this can be our turn again to maintain our sale. This will rise to 8% and on June
3% from December previous year. During to August and September will decrease just 35%,
although October and November will increase 3. In other hand, Fish spa during on March
until May reduce 50% except April. At the beginning continually on January decrease 5%
and February 10%. On the highest point will rise only 8% because in this year will start
stable on volume of the sale. On June, October and November will increase 3%, but August
and September fall to 35%.
• 5th year sales forecast
Final year will not move up and down so much that base on last month, in the period
of peak times, the sale will increase to 3% from last year and the lowest will decline to 40%
56
except April that only 30%. However, on January and February the sale will decrease only
1%. Though on June, October, and November will add to 1%, but reduce 3% on August and
September.
3.4.2 Customers
- Average of high school students are 49,382 persons.
3% of high school students are 1,494 persons.
- Average of enrollments are 71, 295 persons
- Averages of vocational students are 13,740 persons
Total average of enrollments and vocational students are

85,037 persons.
5% of enrollments and vocational students are 4,252 persons
- Averages of adults between 25 to 60 years old are 94,062

persons.
1% of adults are 940 persons
Average price of product
Milk: 29.18 baht
Refreshment: 33.625 baht
Spa: 150 baht per half hour
57
3.4.3 Calculation
For first year, Nang Lé Nom’s customers are 1,494 high school students, 4,252
enrollments and vocational students, and 940 adults. Total customers are 6,686 customers, we
have divided into 64.1% is milk product customers (4,286 customers) and 35.9 % fish spa
customers (2,400 customers). However, refreshment customer is 35% (1,500 of customers)
milk product because they usually order milk and refreshment together. We will use total
amount of customers multiply by average price of each product. Second to fifth year is
related to the seasoning. The calculation will show below:
Milk product
4,286× 29.18 baht = 125,065 baht
Refreshment product
1,500 × 33.625 baht= 51,211 baht
Fish spa
2,400 × 150 baht = 360,000 baht
58
Table 3.9: Forecast Year 1- 5

Year 1 1 2 3 4 5 6 7 8 9 10 11 12
Milk product 0 0 0 0 0 125,065 162,585 100,052 100,052 137,572 150,079 162,585
Refreshment 0 0 0 0 0 51,211 66,574 40,969 100,052 56,332 61,453 66,574
Fish Spa 0 0 0 0 0 360,000 468,000 288,000 374,400 396,000 432,000 468,000
Total 0 0 0 0 0 536,276 697,159 429,021 574,505 589,904 643,532 697,159
Year 2 1 2 3 4 5 6 7 8 9 10 11 12
Milk product 108,112 102,422 45,521 56,901 45,521 147,943 170,703 102,422 102,422 136,562 159,323 170,703
Refreshment 62,290 59,012 26,228 32,784 32,784 85,239 98,353 59,012 59,012 78,683 91,796 98,353
Fish Spa 444,600 421,200 187,200 234,000 187,200 608,400 702,000 421,200 421,200 561,600 655,200 702,000
Total 615,002 582,634 258,948 323,685 265,505 841,582 971,056 582,634 582,634 776,845 906,319 971,056
Year 3 1 2 3 4 5 6 7 8 9 10 11 12
Milk product 168,996 162,168 85,352 102,422 85,352 145,098 162,168 145,098 145,098 153,633 162,168 162,168
Refreshment 97,370 93,435 49,177 59,012 49,177 83,600 93,435 83,600 83,600 93,435 88,518 93,435
Fish Spa 694,980 666,900 351,000 421,200 351,000 491,400 561,600 421,200 421,200 491,400 526,500 561,600
Total 961,346 922,503 485,528 582,634 485,528 720,098 817,203 649,898 649,898 738,468 777,186 817,203
Year 4 1 2 3 4 5 6 7 8 9 10 11 12
Milk product 157,303 154,059 72,976 89,192 72,976 167,033 175,141 105,409 105,409 167,033 167,033 175,141
Refreshment 90,632 88,764 42,046 51,390 42,046 96,239 100,910 60,733 60,733 96,239 96,239 100,910
Fish Spa 533,520 505,440 280,800 336,960 280,800 578,448 617,760 533,520 533,520 606,528 606,528 617,760
Total 781,455 748,263 395,821 477,542 395,821 841,719 893,812 699,662 699,662 869,799 869,799 893,812
59
Year5 1 2 3 4 5 6 7 8 9 10 11 12
Milk product 173,390 173,390 105,085 122,599 105,085 176,893 180,396 166,384 166,384 176,893 176,893 180,396
Refreshment 99,901 99,901 60,546 70,637 60,546 101,919 103,938 95,865 95,865 101,919 101,919 103,938
Fish Spa 611,582 611,582 370,656 432,432 370,656 623,938 636,293 586,872 586,872 623,938 623,938 636,293
Total 884,873 884,873 536,287 625,668 536,287 902,750 920,626 849,121 849,121 902,750 902,750 920,626
3.5 Marketing Expense
3.5.1 Advertising on local radio

-Modern Life Chiang Mai Station at FM 98.75 MHz for sport 30 seconds about 50 baht per time.
- City Life Chiang Mai Station at FM 104.25 MHz for sport 30 seconds about 50 baht per time.
3.5.2 Advertising on website

- www.cmprice.com 120*120 pixels for 750 baht per month
3.5.3 Advertising on Chiang Mai magazine

- Say Hi magazine about 900 baht per month
- Compass magazine about half page horizontal& half page vertical be 25,000 baht per year (2,083.33 per month)
60
Table 3.10: Advertising Expense Year 1-5
Year 1 1 2 3 4 5 6 7 8 9 10 11 12 Total
Radio 0 0 0 0 0 0 0 0 0 0 0 0 0
Magazine 25,000 0 0 0 0 900 900 900 0 900 900 900 30,400
Publish repond 1,500 0 0 0 0 0 1,000 0 0 1,500 1,000 0 5,000
Leaflet 300 300 500 700 500 1,000 800 500 500 500 300 300 6,200
Website 0 0 0 0 0 750 750 750 750 750 750 750 5,250
Total 26,800 300 500 700 500 2,650 3,450 2,150 1,250 3,650 2,950 1,950 46,850
Year 2 1 2 3 4 5 6 7 8 9 10 11 12 Total
Radio 9,000 9,000 0 0 0 9,000 9,000 9,000 0 9,000 9,000 9,000 72,000
Magazine 25,000 900 0 0 0 900 900 900 0 900 900 900 31,300
Publish repond 1,500 0 0 0 0 0 1,000 0 0 1,500 1,000 0 5,000
Leaflet 300 300 500 700 500 1,000 800 500 500 500 300 300 6,200
Website 750 750 750 750 750 750 750 750 750 750 750 750 9,000
Total 36,550 10,950 1,250 1,450 1,250 11,650 12,450 11,150 1,250 12,650 11,950 10,950 123,500
Year 3 1 2 3 4 5 6 7 8 9 10 11 12 Total
Radio 9,000 9,000 0 0 0 9,000 9,000 9,000 0 9,000 9,000 9,000 72,000
Magazine 25,000 900 0 0 0 900 900 900 0 900 900 900 31,300
Publish repond 1,500 0 0 0 0 0 1,000 0 0 1,500 1,000 0 5,000
Leaflet 300 300 500 700 500 1,000 800 500 500 500 300 300 6,200
Website 750 750 750 750 750 750 750 750 750 750 750 750 9,000
Total 36,550 10,950 1,250 1,450 1,250 11,650 12,450 11,150 1,250 12,650 11,950 10,950 123,500
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Year 4 1 2 3 4 5 6 7 8 9 10 11 12 Total
Radio 9,000 9,000 0 0 0 9,000 9,000 9,000 0 9,000 9,000 9,000 72,000
Magazine 25,000 900 0 0 0 900 900 900 0 900 900 900 31,300
Publish repond 1,500 0 0 0 0 0 1,000 0 0 1,500 1,000 0 5,000
Leaflet 300 300 500 700 500 1,000 800 500 500 500 300 300 6,200
Website 750 750 750 750 750 750 750 750 750 750 750 750 9,000
Total 36,550 10,950 1,250 1,450 1,250 11,650 12,450 11,150 1,250 12,650 11,950 10,950 123,500
Year 5 1 2 3 4 5 6 7 8 9 10 11 12 Total
Radio 9,000 9,000 0 0 0 9,000 9,000 9,000 0 9,000 9,000 9,000 72,000
Magazine 25,000 900 0 0 0 900 900 900 0 900 900 900 31,300
Publish repond 1,500 0 0 0 0 0 1,000 0 0 1,500 1,000 0 5,000
Leaflet 300 300 500 700 500 1,000 800 500 500 500 300 300 6,200
Website 750 750 750 750 750 750 750 750 750 750 750 750 9,000
Total 36,550 10,950 1,250 1,450 1,250 11,650 12,450 11,150 1,250 12,650 11,950 10,950 123,500
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3.6 Conclusion
In conclusion, the existing milk shop has to remain and develop the thing that it is
competitive advantage together with another milk shop. Milk shop can not to sell only milk
but they can sell many taste, toast, waffle smoothies, and also it can have main course and
refreshment to add menu. Milk shop business is milk shop that you don’t spent a lot of money
to open new business but you must analyze the current situation of market with the need of
consuming in this area that you will open milk shop business. We use many strategies to set
the price to suit with our consumers. There are 3 strategies: psychological pricing strategy,
we use this strategy to set a normal price for everyone and the second strategy that we use it
is odd pricing strategy to attract the customer and the last strategy that we use one pricing
strategy and variable pricing strategy because it easy to calculate to price . In the same time
we have promotion period to promote our shop and invite more customer to consume milk
and serve fish spa service together. We are new milk shop that we must to compete a lot of
competitors. We are small and medium entrepreneurships to establish 5 persons by we have a
partnership to invest together. It is the capital to invest only milk shop but we will loan for
investor about 3,000,000 baht at interest rate 12 percent to year in to 3years. We operate our
shop by ourselves. We hire chef to cook a food and refreshment and hire students to work
with us. Nang Lé Nom is expected to grow sales revenue from year 2009 to increase every
year. And Nang Lé Nom will strive to maintain 15 percent of gross profit margin to maintain
market share. At the present day, Fish spa is not the new thing for Thai people. There are
many people known about Fish spa because of media play a prelude present this business
until it can create customer want and need. But there are not enough entrepreneurs who
would like to respond the needs and want of customer. If we talk about the information and
news of fish spa, Thai people already known for something but if we change to talk about the
real businesses that open to service customer it is not enough for requirement. The fish spa,
this is a new trend spa to coming now that people in Thailand attract and interest in this spa.
Fish spa look likes Thai massage and it can get a lot of money that you create about fish spa
in the present because in the present there are not more competitors to enter in the market.
Fish spa will use Garra Rufa fish that it comes from Turkey, it is origin source. But it is a
famous in Japan and now it is famous around the world. This fish can cure for relaxing of
foot.
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Chapter 4
Technical Feasibility Study
4.1 Product and Operation analysis
4.1.1 Product Characteristics

We can divide into 3 mains;
1. Milk products or beverage products

2. Refreshment
3. Fish Spa
• Milk products or beverage products
Nang Lé Nom’s products are perishable goods or nondurable goods because

our product are consumed quickly and purchased frequently. The product line includes of hot
and ice beverage. It can divide into 5 sections that are Milk, Coffee, Chocó, Tea, and Milky
Fruity section. For milk section, there are fresh milk, honey milk, pink milk, green milk, and
blue lemon milk. All of these products use milk to be the main ingredient that is about 90%
of milk.
Figure 4.1: Milk product
For milk section: honey milk use honey to be ingredient about 10%. Pink
milk will add sugar syrup and red grenadine syrup about 10%. Green milk will add sugar
syrup and green grenadine syrup about 10%. And blue lemon milk will add sugar syrup and
blue lemon syrup about 10%.
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For coffee section: there are Espresso, Mocca, Americano, Late’, and
Cappuccino. This kind of coffee we use coffee beans were roasted that buying from supplier.
We can guarantee the quality of coffee bean for 100% because we have deal with our supplier
and we measure that we have good relationship with them. We support Thai coffee beans that
can buy from Hill Coff shop which located opposite on Chang-Pueak Hospital, Chiang Mai
province. All kinds of coffees are different on both taste and smell. The product of Sai Nam
Ping will selected and emphasize on the quality of coffee seed like the size of it must be
standard for looks good quality. And also they have to control temperature when they roast
coffee.
Types of seed to use
1. Arabica
Figure 4.2: Arabica seed
Nang Lé Nom use Arabica coffee grade A. It is come from Northern in Thailand that
coffee have to taste sweet. An Americano is coffee one in eight of the world that standard and
most popular. The seed coffees pass process to roast by medium for temperature that has to
taste sweet. Its have smell chocolate and flower. And the taste is soft and has caffeine 1.1-1.7
percent. The price is 350 baht/kilogram
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2. Espresso
Espresso is kind of coffee which mixes two breed of coffee together that is Arabica and
Robusta. Put it into the complex process to cause the specific taste itself. The outcome
(Espresso) will be spinach together with sweet taste, fluffy from the taste of good quality
coffee. It can consider as differentiate and can not find the characteristic like the Espresso any
more. Espresso is best for ice coffee. It is price 280 baht/kilogram.
Figure 4.3: Espresso product
-Cappuccino
Figure 4.4: Cappuccino product
Cappuccino is the most call for drink of God and the name is come from Christian
priest. Christian priest name is Chins that to put cloth same color with beverage from heaven
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- Latte
Figure 4.5: Latte product
Latte is coffee mix together with milk. It is the most popular coffee in Italy and might
be become popular in America.
- Coffee mocha
Figure 4.6: Coffee mocha
Coffee mocha is happen falling in love with chocolate.
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Cocoa section: it as chocolate and coco products .We use cocoa and chocolate powder
from Coco Crosste (Droste) brand which is better than other brand and also this product
brand have some unique characteristics.
Figure 4.7: Chocolate and Coco menus
Tea section: We divided our tea product into 3 kinds of tea; green tea, write
tea, and dark tea. We also use tea powder as raw material. The brand of tea that we choose to
be our supplier is Tra Mue Tea, we receive this material from Yok Shop which located on
Parpang Subdistrict, Chiang Mai Province.
Figure 4.8: Fruity menu
Milky fruity section: We divided it into 9 main kinds of fruit; lemon,

watermelon, pineapple, banana, orange, blueberry, raspberry and local fruit. We use a fresh
fruit to produce milky fruity serve to our customers because we buy a fresh fruit day by day,
so, we can always use fresh fruit and fresh fruit can help us to maintain the standard taste. As
the local fruit, we use the local fruit follow by seasonal of Chiang Mai province such as
winter; we use an orange to produce the milky fruity or summer; we use mango to produce
the milky fruity, and etc.
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• Refreshment
► Dish menu
French-fry is potato that long slices of fried potatoes are sometimes called fries
Fry Dumpling is square sheets of wheat dough enclosing minced cheese that boiled
in oil.
Chicken nugget is a molded piece of chicken product breaded or battered, then
cooked. The "nugget" may be fried or baked in preparation for serving.
Fire squid balls are piece of squid knead with powder and then fried in extreme hot
oil.
Tem pura is piece of shrimp and vegetable knead with the power and fried in
extreme hot oil.
Hot dog (also known as a frankfurter, frank, wiener, or weenie) is a moist sausage
of soft, even texture and flavor, often made from advanced meat recovery or meat slurry.
Most types are fully cooked, cured or smoked. It is often placed hot in a special purpose soft,
sliced hot dog bun.
Kaew Sa is square sheets of wheat dough enclosing minced forks and vegetable that
boiled in oil and water but it doesn’t crisp all much.
Vegetable sprit roll is the power that inside it involves vegetable and fork then boiled
in oil
Moo Tod Sa Lonk is yellow rice vermicelli that covered meatball then boiled in
Nong Nang Hom Sabai is a piece of shrimp that wrap with the bacon and fried in
extreme hot oil.
Ka nom pang nah moo is piece bread that brings fork ingredients to add down to the
bread. It can bring it to dip with the egg then boiled in oil.
Sweet menus
There are 3 menus of sweet menus as following;
1. Brownie is a small square of rich chocolate cake with nuts.
2. Pancake is a thin, flat cake of batter, fried and turned in a pan and typically
rolled up with a sweet or savory filling.
3. Waffle is a small crisp batter cake, baked in a waffle iron and eaten hot with
butter or syrup.
►Jam menu
Jam: Bread or toast that sprinkle jam on the top on that piece of bread or toast.
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► Butter-Milk menu, it involves as following:
Toast with sweetened condensed milk
Butter toast
Butter toast with condensed milk
Butter toast with sugar
Butter toast with sugar and sweetened condensed milk
Butter toast with sweetened condensed milk and cocoa
Figure 4.9: Ka nhom puang yan menu
Ka nom pang yen
All menus are toast and then adding ingredients following the menu.
Chocolate bean butter menu
It is toast that adds chocolate bean butter on the surface of bread.
Sunk Ka Ya menu It involves as following:
-Sunk ka ya (custard)
-Sunk ka ya bai toey
-Sunk ka ya with egg
-Sunk ka ya with pumpkin (Thai steam custard)
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-Sunk ka ya with taro
We produce Sung ka yah by one selves because we want to keep the fresh taste and
quality of custard. We find the raw material on local location. The taste of custard will
differentiate form other competitors because we make it day by day so, our custard will
always fresh. Custard is made from an eggs and sugar that it’s sweet taste with coconut
cream. The color of Thai custard will depend on some ingredients such as Sunk ka ya bai
toey will be green.
Salad Cream-Mayonach menu
Figure 4.10: Ka nhom puang yan menu
It involves Moo yong, Poo-aud, and Ham adding with the bread. About salad
cream,we use salad cream’s Sukum brand. We also use toast instead of bread and then put
salad cream to the toast and adding Mooyonk, Poo-aud, and Ham. It depends on each menu
that it will bring them to add with the bread.
• Fish spa
Figure 4.11: Fish spa
Fish spa is using fish having behavior to algae grazers in a natural. It will have a
mouth which has performance to create an atmosphere that can suck something. It has a
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pestle lip that likes a small file for eating moss. This fish can provide in the group of Order
Crpriniformes. It doesn’t have teeth on the lip. Some fish will eat moss adding have a
behavior to suck some tissue of land animal such as human. We use the unique of
characteristic of this spa for using to do fish spa. It can remove dead cell to be a new cell
skin.
Fish spa service, the customer easy to use this spa and we will train our employee to
give information that giving our customers. This spa we always take care Garra Rufa fishes
because we want to them surviving in a long time and can reduce the cost. We provide
customer consulting to advice our service to customer knows and get information for us for
serving our service accurately. About fish spa we care the system to control the water and
Garra Rufa to ready for serving our customer all times. We also check the system and change
the water of fish spa for customer satisfaction and quality of spa.Fish spa service we will
have employee who have knowledge skill on fish spa to take care our customers. Garra Rufa
fishes we will buy them from Fish Actually Spa, Tawan Trendy Mall, Muang Chiangmai
Province.
We choose Garra Rufa because it suits with fish spa for serving the customer. The
characteristic of Garra Rufa is it will have short head of shape; the face of Garra Rufa is not
long and sharp. It’s a trick feature, grey color and dark skin. And it is important that Garra
Rufa fishes will have dark stipe on the root of them.
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4.1.2 Production/Services Process
• Milk products or Beverage products

Coffee
-Cappuccino
Cappuccino is the most call to drink of God and name is come from Christian priest.
Christian priest name is Chins that to put cloth same color with beverage from heaven.
Ingredient
1. Hit milk by steam 2/3 cups

2. Espresso coffee 1/3 cup
3. Chocolate powder (it may be use replace by Coco)
How to made cappuccino
- The actual of cappuccino must be by tool espresso that has to stick steam tube but
doesn’t mot have steam tube it will be hot spin milk in one minute. After that to pour
espresso coffee of cups 1/3 of cup with warm water 1/3 and the scoop bubble milk to pour.
Cappuccino is serving with cup general coffee 150 milliliter or cup latte 280 milliliter.
-
- Latte
Latte is coffee to mix milk and most popular at Italy; it may be most popular in
America.
Ingredient
1. Espresso coffee one cups

2. Hot milk 200 milliliter and small bubble milk.
How to made latte
- Espresso coffee is standard of coffee mix with hot milk. After that to scatter over by
bubble milk. Espresso is serving with latte 280 milliliter.
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- Coffee mocha
Coffee mocha is happen falling in love with chocolate.
Ingredient
1. Espresso coffee one cups
2. Chocolate syrup 20 milliliter
3. Hot milk 120 milliliter
4. Small bubble milk or wiping cream it may be sprinkle by chocolate ship or seed coffee
How to made coffee mocha
- It may be original to put Cicococolata from Italy but the convenient to use the syrup
taste chocolate. You may be to get different coffee you can use other type syrup. Serve with
high glasses and durable to hot with long straw.
- Cool mocha
Ingredient
1. Espresso coffee one cup
2. Ice 200 milliliter
3. Milk 60 milliliter
4. Syrup 30 milliliter
5. Chocolate prappe 20 gram
6. Wiping cream and sauce chocolate.
How to made cool mocha
- To put all ingredient in to spin and put espresso coffee to spin mix ingredient
together. After that put in cups chocolate and wiping cream. Cool mocha is serving with
circle glasses or jar and with straw. It may be serving with long straw.
-
- Americano
Americano is to change style from Europe come in style American
Ingredient
1. Coffee to grind( to taste espresso or type of dark to roast 7-10 ounce

2. Hot water (bribe) at temperature 90-95 degree Celsius four ounce
3. Bribe two ounce
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How to made Americano
To bring fresh coffee and tightly 8-9 bars about 20 second it cans good taste, then
serves with warm water and sugar.
- Espresso
Espresso is dark coffee that the process to use steam power and espresso is come from
an Italy language is espresso. It mean of espresso is urgent.
Ingredient
1. Coffee fresh and tightly at pressure 15 bar about 20 second. It can taste good. Espresso is
serving with water and sugar.
- Lime Lemonade
How to make lemonade
In a large pitcher stir together 3 cups cold water, 1 cup lemon juice, and 3/4 cup sugar
until sugar is dissolved. Chill; serve over ice with garnishes.
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- Watermelon juice
Figure 4.12: Watermelon juice
- Ingredient
Savor the flavor of fresh watermelon -- in your glass. Puree it and combine it with a
pitcher of lemonade (to taste). Garnish with watermelon slices.
How to make watermelon: In a large pitcher stir together 3 cups cold water, 1
cup watermelon juice, and 3/4 cup sugar until sugar is dissolved
- - Banana juice
Figure 4.13: Banana juice
- Ingredient
Banana syrup and sage leaves add flair to classic lemonade -- and it all takes just
seconds to stir together.
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How to make classic lemonade: In a large pitcher stir together 3 cups cold
water, 1 cup Banana juice, and 3/4 cup sugar until sugar is dissolved. Chill; serve over ice
with garnishes.
- -Orange juice
Figure 4.14: Orange juice
- Ingredient
Orange syrup and sage leaves add flair to classic lemonade -- and it all takes just
water, 1 cup Orange juice, and 3/4 cup sugar until sugar is dissolved. Chill; serve over ice
with garnishes.
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- - Pineapple
Figure 4.15: Pineapple juice
- Ingredient
Pineapple syrup and sage leaves add flair to classic lemonade -- and it all takes just
water, 1 cup Pineapple juice, and 3/4 cup sugar until sugar is dissolved. Chill; serve over ice
with garnishes.
- Lemon Smoothies
Ingredients
2. (14-ounce) can Eagle Brand Sweetened Condensed Milk (NOT evaporated milk), chilled
3. 1 (8-ounce) carton plain yogurt
4. 1 small lemon , cut up
5. 1 cup frozen or fresh whole lemon
6. 1 (8-ounce) can crushed pineapple packed with juice, chilled
7. 2 tablespoons lemon juice from concentrate
8. 1 cup ice cubes
9. Halved fresh lemon, optional
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How to make Lemon Smoothies
1. In blender, combine sweetened condensed milk, yogurt, and lemon, whole strawberries,
pineapple with its juice and lemon juice; cover and blend until smooth. With blender
running, gradually add ice cubes; blend until smooth. Garnish with halved strawberries if
desired. Serve immediately.(Preparation Time 5 minutes)
- Raspberry juice
Figure 4.16: Raspberry juice
Ingredient
Try this lemonade for a casual patio party. Simply combine lemonade with raspberry
juice (to taste). Garnish with fresh raspberries.
How to make Raspberr: In a large pitcher stir together 3 cups cold water, 1
cup lemon juice, and 3/4 cup sugar until sugar is dissolved. Chill; serve over ice with
garnishes.
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- Watermelon Smoothies
Figure 4.17: Watermelon Smoothies
Ingredients
4. 1 small Watermelon, cut up
5. 1 cup frozen or fresh whole strawberries
6. 1 (8-ounce) can crushed Watermelon packed with juice, chilled
7. 2 tablespoons kiwi from concentrate
8. 1 cup ice cubes
9. Halved fresh Watermelon, optional
How to make Watermelon Smoothies
In blender, combine sweetened condensed milk, yogurt, whole strawberries, with its
cover and blend until smooth. With blender running, gradually add ice cubes; blend until
smooth. Garnish with halved Watermelon if desired. Serve immediately.
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- Blueberry Smoothies
Figure 4.18: Blueberry Smoothies
Ingredients
3. 1 small banana, cut up
6. 1 cup ice cubes
7. Halved fresh blueberry, optional
- How to make Blueberry Smoothies

- In blender, combine sweetened condensed milk, yogurt, whole strawberries, and
pineapple with its juice and lemon juice; cover and blend until smooth. With blender running,
gradually add ice cubes; blend until smooth. Garnish with halved blueberry if desired. Serve
immediately.
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- Raspberry Smoothies
Figure 4.19: Raspberry Smoothies
Ingredients
5. 1 cup ice cubes
6. Halved Raspberry, optional
- How to make Raspberry Smoothies
- In blender, combine sweetened condensed milk, whole strawberries, cover and blend
until smooth. With blender running, gradually add ice cubes; blend until smooth. Garnish
with halved Raspberry if desired. Serve immediately.
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- Strawberry Smoothies
Figure 4.20: Strawberry Smoothies
Ingredients
5. 1 cup ice cubes
6. Halved fresh strawberries, optional
- How to make Raspberry Smoothies

- In blender, combine sweetened condensed milk, yogurt, and whole strawberries, cover
and blend until smooth. With blender running, gradually add ice cubes; blend until smooth.
Garnish with halved strawberries if desired. Serve immediately.
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• Refreshment
Dish menu
- -Fry Dumpling
Figure 4.21: Fry Dumpling menu
Ingredient of sauce
1. Vinegar ½ cups
2. Sugar ½ cup
3. Water ¼ cups Dumpling about 30 leaf
4. Cut cheese to small die
5. Water
6. Oil for fry
How to made Fry Dumpling
- To cut cheese is small die and then chesses down in center of kaew and after that we
will be wrapping to prepare to fry.
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- -Squid dip with power
Figure 4.22: Fry Dumpling menu
Ingredient
1. Splendid squid 200 gram

2. Wheat flour one cups
3. Salt 0.5 teaspoon
4. Oil one cup
5. Water ½ cups
How to make Squid dip with power
1. To bring squid is cut circle and mix wheat flour with water salt and Dendrolobiam
lanceolatum Schindi stir together.
2. To bring squid mix with wheat flour and after that in put squid to fry and scoop to serve.
-
- -Tem pura
Figure 4.23: Tem pura menu
Ingredient
1. Big shrimp 12
2. An egg
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3. Koki starch one cups

4. Cool water ½ cups
5. Oil
How to made Term pura
- To peel shrimp clean and mix starch, cool water and whip egg to stir together. Then
put (a pot) on the stove to frying pan and to coat shrimp down fry of term pura. Some time
you may be add vegetable of term pura.
- -Fry Hot dog
Figure 4.24: Fry Hot dog menu
Ingredient
1. Hot dog
2. Oil for to fry
3. Sauce
How to made Hot dog
- To put (a pot) on the stove to frying pan and to coat shrimp down fry of hot dog. You
can design hot dog different from original and finish serving with sauce.
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- -Vegetable Sprit roll
Figure 4.25: Vegetable Sprit roll menu
Ingredient
1. Chicken chop
2. Shrimp chop
3. Mushroom fragrant
4. Vermicelli
5. bean sprouts
6. Sugar
7. Sauce white
8. Oil
9. Starch
10. Egg for wrap
11. Garlic
How to made Vegetable Sprit roll
- To bring garlic render (fat) down put in Chicken chop, Shrimp chop, and Mushroom
fragrant fry cooked. After that put bean sprouts, Sauce white, Sugar and the last Vermicelli
mix the all of this together.
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- -Moo Tod Sa Lonk
Figure 4.26: Moo Tod Sa Lonk menu
Ingredient
1. Meat ball
2. Yellow rice noodle
How to made Moo Tod Sa lonk
- To bring meat ball to tie up with yellow rice noodle after that to bring meat ball to tie
up with rice noodle to fry. It will be to fry and serve with sauce.
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- -Nong Nang Hum Sabai
Figure 4.27: Nong Nang Hum Sabai menu
Ingredient
1. Shrimp
2. Bacon
How to made Nong Nang Hum Sabai
- Nong Nang Hum Sabai it made of shrimp and bacon by use bacon tie up Shrimp.
After that to bring shrimp tie up with bacon to fry.
- -Ka num puang nah moo
Figure 4.28: Ka num puang nah moo menu
Ingredient
1. Bread
2. Chop pig 200 gram
3. One eggs
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4. Sauce one tea spoon

5. Sugar one spoon
6. Pepper ½ teaspoon
7. Parsley one
8. Oil vegetation two cup
How to made Ka num puang nah moo
1. Cut bread each four piece and to bring Chop pig 200 gram with flavor, oil shell, soy sauce
white, sauce and paper
2. Clean coriander and cut after that whip gees in put Chop pig together and then in put
coriander.
3. Prepare an oil for to fry wait until boil oil after that to bring chop pig in out on the bread.
Then bring brad to fry and serve for customer.
Ingredient of sauce
1. Cucumber one
2. Shallot two
3. Goat pepper one
4. Sugar ½ tablespoon
5. Vinegar one tablespoon
6. Warm water 2 teaspoon
How to made sauce
To bring cleaning all of ingredient after that cut cucumber, shallot, and goat pepper.
Then add to sugar, salt, warm water, vinegar to stir together after those bring cucumber,
shallot, and goat pepper already serve with bread.
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- -Kaew Sa
Figure 4.29: Kaew Sa menu
Ingredient
1. 6 cups minced napa cabbage leaves, shredded

2. 1 1/2 teaspoon table salt (no kosher as it is too coarse)
3. 1 1/2 lbs ground pork
4. 3/4 cup of garlic chives, minced. If not accessible, white and green parts of scallions can
be used for substitute.
5. 1/4 teaspoons white pepper
6. 2 1/2 tablespoon soy sauce
7. 2 tablespoon grated fresh ginger (No substitution with the dried stuff, please!)
8. 3 large cloves of garlic, minced or pressed through garlic press
9. 3 egg whites, lightly beaten
10. 1 package of kaew sa wrapping skins
11. Vegetable oil and water for cooking
How to make of Kaew Sa
To bring starch kaew sa mix to warm to finish thresh flour until to be sticky. After that to cut
starch fit and bring knead by log to give thin but doesn’t thin. It made of mix all of ingredient
to except oil and mix and to use spoon scoop ingredient at prepare. And remove on starch
kaew sa by to use water touch tip of starch kaew sa. Then haft roll to beautiful and prepare to
fry by use fair about one minute or until starch yellow after that add to oil put in pain ¼ cups
and reduce fire.
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Kaew Sa Dipping Sauce
1. 1/4 cup soy sauce, 2 tablespoon rice vinegar, chili oil to taste (sesame oil and hot sauce
can be used as substitute), Dash of white pepper, Minced scallions – green parts only
2. Combine all ingredients in bowl, sauce can be refrigerated overnight.
- -French Fries
Figure 4.30: French Fries menu
Ingredient
1. Potato
2. Salt
3. Oil
How to made French Fries
1. It made of 4 russet potatoes, peeled and sliced into even strips (between 1/4″ to 1/8″)
Peanut oil, filled to within four inches of the top of the potSalt
2. Rinse the cut potatoes in a colander until the water runs clear. Put the potatoes into a
bowl, cover with water and add ice. Refrigerate for an hour.
3. Heat the oil over medium low heat, with a deep-frying thermometer, until the oil reaches
325F. Prepare a sheet pan with a few layers of paper towel for draining the fries once they
are cooked.
4. Strain the potatoes and pat them with a clean dish cloth, or paper towels, until they are
very dry.
5. Drop the fries, by the hand full, into the oil and cook until they are golden and soft, about
4 – 6 minutes. Remove from the oil and drain on the paper towel lined sheet pan. Repeat
with the remaining fries. Let the potatoes drain for at least twenty minutes or up to an hour.
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6. Increase the heat of the oil to 375F and cook the par cooked fries for 1 – 2 minutes, or
until very crisp and golden. Remove from the oil and immediately season with salt.
- -Nacket
Figure 4.31: Nacket menu
.Ingredients
1. 3 cups Corn cereal

2. 1/2 cup grated Parmesan cheese
3. 1/2 tsp salt
4. 1/2 tsp seasoned salt
5. 1/4 tsp paprika
6. 1/8 tsp garlic powder
7. 3 tbsp margarine or butter, melted
8. 1 tbsp milk
9. 1 lb boneless, skinless chicken breasts, cut into 1x1-inch pieces
- How to make Nacket
1. It made of heat oven to 400. That line cookie sheet with aluminum foil. Crush cereal. It
involves Mix cereal, cheese, salt, seasoned salt, paprika and garlic powder in medium bowl;
set aside.
2. Stir together margarine and milk. Dip chicken into margarine mixture; roll in cereal
mixture to coat evenly. Arrange on cookie sheet. Bake 9 minutes; turn nuggets over.
3. Bake about 8 minutes longer or until coating is light golden brown and chicken is no
longer pink in center. Serve with sweet and sour or barbecue sauce, if desired.
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Sweet menu
- -Brownie
Figure 4.32: Brownie menu
Ingredients
1. 1 cup sifted flour

2. 1 teaspoon baking powder
3. 12 tablespoons unsweetened cocoa powder
4. 1 cup butter
5. 2 cups sugar
6. 4 eggs
7. 1 cup chopped nuts, pecan or walnuts
8. 1 teaspoon vanilla
- How to made brownie
1. Preheat the oven to 350F. Sift the flour and baking powder together in a bowl and set
aside.
2. Melt the butter and cocoa in a medium saucepan on medium heat.
3. When the butter melted, add in the sugar and mix well
4. Remove from the heat. Add the eggs, one at a time, beating well to combine after each
addition.
5. Stir in the sifted dry ingredients.
6. Stir in the nuts.
7. Lastly, stir in the vanilla.
8. Spread the batter in a 13 x 9 inches buttered baking dish.
9. Bake in the center rack of the oven for 25 to 30 minutes. Do not over bake or the brownie
will be dry.
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- -Pancake
Figure 4.33: Pancake menu
Ingredient
1. 1 1/4 c. flour (any kind, or a mix of kinds, but NOT self-rising)

2. 2 tab. Sugar
3. 1/2 tsp. salt
4. 1 tsp. baking powder
5. 1/2 tsp. baking soda
6. 1 beaten egg
7. 1 tab oil
8. 1 cc. buttermilk
- How to make pancake
1. Stir together dry ingredients. Add wet ingredients all at once, and stir just until combined
(will be a little lumpy).
2. Pour into a greased 8x4 inch bread pan, and bake at 350 for about 30 minutes. A
toothpick inserted in center should come out with a few crumbs clinging, but no wet batter.
Let cool in pan for five minutes, then turn out onto a rack.
- You can eat it while it's still warm, or cut slices the next day and toast it. It will keep
in a plastic bag at room temperature for at least three days (ours has never lasted longer than
that).
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- -Waffle
Figure 4.34: Waffle menu
Ingredient
1. Waffle flour 1000g

2. Yeast 30 g
3. Egg 200 g
4. Butter 300 g
5. Water 220 g
6. Yogurt 100 g
How to make a waffle
1. We mix waffle flour with yeast then fill water, egg and yogurt then paddle in medium-
speed then fill butter.
2. When the ingredient absolutely ally, we separate it’s by 45 g and roll them then leave
them for 15 minutes.
3. We paddle custard cream for a teaspoonful and fold its with our ingredient
4. We leave it for 10 minutes and heat it then it works.
5. If you don't want to stuff, you can put it on sugar for a minute then it works.
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- -Bread with yam
Figure 4.35: Bread with yam menu
Ingredient
1. Yam
2. Bread
How to make Bread with yam
Bread with yam it made easy for you by to bring bread bake or toast after that brings
yam paint on the bread.
- -Butter- Milk menu
. 1. Bread with butter
Ingredient
1. Butter
2. Bread
How to made bread with butter
Bread with Bread with butter it made easy for you by to bring bread bake or toast
after that brings butter paint on the bread or bake butter and bread together.
97
- 2. Bread with condensed milk
Figure 4.36: Bread with condensed milk menu
Ingredient
1. Condensed milk
2. Bread
How to make Bread with condensed milk
Bread with condensed milk it made easy for you by to bring bread bake or toast after
that brings condensed milk paint on the bread.
- 3. Bread with sugar
Figure 4.37: Bread with sugar menu
Ingredient
1. Bread
2. Sugar
How to made bread with sugar
Bread with Bread with sugar it made easy for you by to bring bread bake or toast after
that brings sugar paint on the bread. Some time to use sugar with condense milk.
98
- 4. Bread with sugar and condensed milk
Figure 4.38: Bread with sugar and condensed milk menu
Ingredient
1. Bread
2. Sugar
3. Condense milk
How to made bread with sugar and condensed milk
Bread with sugar and condensed milk, it made easy for you by to bring bread bake or
toast after that brings sugar and condensed milk paint on the bread. It can use sugar with
condense milk.
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- 5. Bread with condensed milk and coco
Figure 4.39 Bread with condensed milk and coco menu
Ingredient
1. Bread
2. Coco
3. Condense milk
How to made bread with coco and condensed milk
Bread with coco and condensed milk it made easy for you by to bring bread bake or
toast after that brings coco and condensed milk paint on the bread. It can use coco with
condense milk.
100
- -Sunk ka Ya menu
-
- 1. Sunk Ka Ya Baitoey
Figure 4.40: Sunk Ka Ya Baitoey menu
Ingredient
1. Coconut mill one or 0.5 cup

2. screw pine10 leaf
3. Water one cup
4. Sugar 0.5 cup
5. Palm sugar 0.5 cup
6. Two eggs
7. Corn starch ¼ cup
How to make Sunk Ka Ya Baitoey
1. To clean screw pine and cut screw pine is small and put to millstone. After that to squeeze
and percolate for screw pine.
2. To bring corn starch put in water screw pine and stir together.
3. To mix palm sugar, sugar and coconut milk together until sugar melt all.
4. To bring ingredient water screw pine mix with coconut milk. After that stir all of this
conforms. Then whip eggs and mix together. And ingredient all of this percolate.
5. To open power fire that wait fire prepare for fry. Then bring is water three cup put in pot
when boil water bring all of ingredient in put and reduce for fire that stir all of this conforms.
After that scoop up and scatter over by condensed milk already to serve for customer.
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- 2. Sunk Ka Ya Taro
Figure 4.41: Sunk Ka Ya Taro menu
Ingredient
1. Coconut milk 250 gram

2. Sugar 50-60 gram
3. taro grind 150-200 gram
4. Corn starch one tablespoon (put each small corn starch because mix taro.)
5. Salt 1/8 teaspoon
6. Two eggs
7. Butter 20gram
8. Violent color 3-4 drop
How to make Sunk Ka Ya with Taro
Process of sung ka ya taro are to bring coconut milk with taro grind in put millstone
and ingredient all of mix to except butter. After that bring mix to get in put microwave for
medium fire for three minute and then out of microwave stir. Then in put microwave again to
use for same time and put butter mix in all ingredients for finish already serve.
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3. Sung Ka Ya Pumpkin
Figure 4.42: Sung Ka Ya Pumpkin menu
Ingredient
1. Cut pumpkin two cup

2. One yolk
3. Sugar ¾ cups
4. Coconut ½ cups
5. Low fat milk ½ cups
6. Wheat flour 2 teaspoon.
7. Salt ½ teaspoon.
How to made Sunk Ka Ya Pumpkin
1. To steam the pumpkin is about 15 minute and then to whip two yolk and sugar. After that
to bring wheat flour with fresh milk mix in put eggs ingredient.
2. Add palm sugar, coconut, fresh milk, salt, and pumpkin in put ingredient eggs and bring
to steamed stir mix about five minute. After that put something down and already serve with
bread.
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- -Salad cream-Mayonach menu
Figure 4.43: Salad cream-Mayonach menu menu
Ingredients
1. Prawns
2. Crispy bacon
3. Salad leaves
4. Cherry tomatoes
5. Moo yonk
Ingredients for salad dressing
1. Mango
2. Lime juice
3. Sweet chili sauce
4. Sour cream
How to made salad cream Moo yonk
1. Marinate prawns with garlic, salt and pepper. Then grill the prawns until cooked.
2. Place salad vegetables in the middle of a plate.
3. Arrange cherry tomatoes, cooked prawns and fried bacon around the plate and spread
over the salad vegetables
4. Pour the mango dressing over the prepared salad and serve.
*** Some trip if you need put tuna, mooyonk, Poo-aud, and Ham you can add for all
ingredient.
104
4.1.3. Location
Figure 4.44: location
Nang Lè Nom according is to locate is new a building three a store 2 rooms and the
size 8*12 meter. The area of building 320 square matters and the side view across big door in
the back Chiang Mai University. Around in this area has dormitory of student in Chiang Mai
University, condo, market and the place shopping. Nang Lè Nom is according to the location
has convenient for customer and easy to see. The location is Nang Lè Nom is the way to door
of engineering that more customer because the way to of the student Chiang Mai University.
The location is that near the customer and easy to access for customer. It can upscale the
shop and store that located at the area which easy to access and park near the shop. This
location is on the main street but may be more competitors to there. This located have the
more customers it can attractive for customer because this locates is on main street and
landmark for student in Chiang Mai and Sati CMU School. This location have to more
customer and easy to accessibility for convent the shop that an easy to access in and out and
convinced to service for customer. This locate it may be more competitors but Nang Lè
Nom shop it can attractive the customer to use full service and design the shop prominent
more than competitor. That is location has more people and low cost to open the business and
low cost for the rent. This location the way to convenient for communication to customer and
most customer are the student in Chiang Mai University.
105
4.1.4 Facility Layout
• The First Floor
Figure 4.45: First floor format
The First Floor: Layout of Nang Lè Nom
1. Kitchen
2. Toilet
3. Counter
4. Fish Spa Zones
5. Mike Zones
6. Book Conner
7. Tree
8. Entrance Door
9. Ladder
106
• The second Floor
Figure 4.46: Second floor format
The Second Floor: Layout of Nang Lè Nom
1. Fish Spa Zones
2. Mike Zones
3. Toilet For Women
4. Toilet For Men
5. Ladder
6. Tree
7. Book Conner
107
• The store design layout
1. Signage and graphic

- Menu board: We will use board that has names of some menu and price of product
each also. This board is on the wall, behind the counter.
- Promotion signage : We will use blackboard as a promotion signage that it is in front
of our shop
- Lifestyle image: We will use a picture about artist’ photography. That identify about
warm of home.
2. Feature Areas
- Entrance: The entrances of shop have two ways. The first entrance is main one that is
located on the center front shop pushing doors which is pushing door. The second
door entrance is located on beside shop that is the pushing doors also. It is
convenience to the customer when the customer will have the shop they can push the
door as well. The material that we use wood and glasses doors.
Interior and decorate
Table: We will use short or tall table that depend on with sofa as well. Almost,
they are wood table because it looks like home.
Sofa: We will use sofa that are thick and mellow for the customer feel good
and comfort.
Fish spa zone: We have two zones. The first zone is the teenager zones that
have color full that fit to the teenager feeling. The second zone is the adult
zone that has not more color that fit to the adult feeling.
- Windows: we will use windows that are the same type of raw material with the
entrance door. We will use more windows for feeling good, contort and wide of
customer that can make the customer custom for longer time.
- Wall : We will use the cream partitioned board for soft of atmosphere from the
modern furniture (soft and table)
Interior and decorate
Counter bar and cash cheer: we will use the wood counter bar that is modern
and classic style together.
108
Book Conner or shelf of book: We will use the wood shaft use black and white
color only because those colors make the book to be prominent.
Carpet : we will use type of carpet and color that to the set of sofa
Tree: we will use much tree because we would like the customer feel fine and
relax with them.
- Floor: We use just cement floor which is original color of cement. Though it look
nothing, ifs much more modern.
- Lamp: we set it of the center of each the set of sofa and fish spa zone. That is white
light.
The spa lay out
We set a form as a free- form layout which is provided a relaxing feeling to the
customers. Each equipment that we arrange, we think about the easy walking of the customer
when entre to select for consuming. It is not matter when the traffic is occurring thus they
will spend more time in our shop which result to have.
Atmosphere (Modern style and Classic style)
-Light: we will use the soft height that helps us to create the customer’s. It is
the feel to influence their consuming behavior.
-Color: we use the color full for the teenager zone and use eat tone for the
adult zone for feting in each age to customer.
-Music: we use the easy listening music such as: classical music, jazz music,
or melody music. (See picture in appendix page 190-191)
109
4.1.5 Facility management

We can divide into 2 products line that it will have meat diet and dessert. The
meat diet will have 11 menus as following:
• Electricity fee
Provincial Electricity in Chiangmai Province that located on Chiangmai-Lampun

Road 208/1, Tombon Watkrat, Muang Chiangmai Province. They set system on electricity of
district and locality that involves 4 locations which responsible location have 3 districts such
as Sankamprang district, Doi-sakrat district, and Sarapee district. They want to use electricity
fee about 194 megawatts. The number of villages to response location has 410 villages. It has
electricity for using already about 339 villages or 169,739 households that can estimate for
97.32%. The revenue of electricity fee can estimate per month about 190 million baht. For
Muang district, populations have 258,450 people that having 76 villages. For 76 villages use
electricity already, it has 115,601 households but about 98.80% use electricity already or
114,217 households. And about 1.20% or 1,348 households are not use electricity.
Table 4.1: Rate of electricity fee
Rate of electricity
Type1: Housing
rate of electricity per month for user who use electricity not exceed than 150
Electricity's fee Pricing per baht
first 5 units (kilowatt,hr) 0
6-15 units 1.3576
16-25 units 1.5445
26-35 units 1.7968
36-100 units 2.18
101-150 units 2.2734
151-400 units 2.7781
401 units and more 2.978
service fee per month 8.19 baht
rate of electricity per month for user who use electricity exceed than 150
Electricity's fee Pricing per baht
1-150 units (kilowatt,hr) 1.8047
151-400 units 2.7781
Type2: Small business
Low pressure Pricing per baht
1-150 units (kilowatt,hr) 1.8047
151-400 units 2.7781
Moderate pressure 2.4649
Type3: Medium business
Fee for wanting an energy ( baht per kilowatt) Electricity fee ( baht per unit)
pressure 69 kilowatts and more 175.7 1.666
pressure 22-33 kilowatts 196.26 1.7034
pressure lower than 22 kilowatts 221.5 1.7314
Source:http://www.pea.or.th/pean1/elect_cal.html
110
For electricity section, we can use electricity because it can reach the location of our
company. The location locates on Muang, Chiangmai Province, it necessary for using to do
our business. It can help employee to reduce the capacity for using energy and provide
comfortable to us. It has a benefit to do everything because we can’t absent electricity to real
life. About electricity we can ensure that it has performance to produce electricity to people
in Chiangmai using it.
• Water supply cost
Provincial Water supply Regional Office in Chiangmai located on 330 Chiangmai-

Lampang Road, Patun district, Muang Chiangmai. They will response to produce and serve
clean water for people in Chiang Mai. They distribute waterworks in Chiangmai municipality
and the location that near Chiangmai such as Sansai district, Hangdong district, Sarapee
district, Doi-sakrat district, Sanpatong district, and Mae-wang district.The location can
contain 100 square kilo matres. It will have capacity to produce water supply 108,240 cube
matre per day.
The location to produce and distribute the water supply will have 6 locations as following:
1. Wangsingkam’s water filtration plant. It located on133, Wangsingkam Road

changmoi, Muang chiangmai province. They use the raw water from Mae-ping River. It has
capacity to produce water supply 8,800 matre3 per day but in a present it stops to produce the
water supply already.
2. Aumong’s water filtration plant. It located on 98 Moo 10, Kunkongchonpatan Road,
Suthep district, Muang Chiangmai province. They use the raw water from Kongchonpatan of
Mae-tang and Ping River; it has capacity to produce the water supply about 33,000 matre3
per day. In a present the location to distribute the water supply with adding Mae-kang. The
quantity of location, they can’t identify the quantity of water because it can change every
time.
3. Paton’s water filtration plant. It located on 330, Chiangmai-Lampang Road, Paton
district Muang , Chiangmai Province. They use raw water for Ping River. It has capacity to
produce the water supply 15,840 matre3 per day.
4. Yuwla Service,Sanpatong district. It located on 329 Moo10 Yuwla district, Sanpatong
Chiangmai Province. They use raw water from Kongchonpatan and an abyss of hell. It has
111
capacity to produce the water supply 480 matre3 per day. They can distribute them for users
who live in some Sonpatong district.
5. Mae-wang Service. It located on Moo2, Bankad district, Mae-wang Chiangmai
Province. They use raw water from Mae-wang River. It has capacity to produce the water
supply 1,200 matre3 per day.
6. Mae-gluang’s water filtration plant. It located on Doi-sakret ,Chiangmai Province.
They use raw water from Mae-gluang Udomtara. It has capacity to produce the water supply
52,800 matre3 per day. Then they receive a fund from OECF for 554 million baht that can
expand the capacity to produce 79,000 matre3 per day, they can create a tank to keep the
water 16,000 cube matre. These locations they can send the water to distribute the water
supply that it’s locate on Muang district, Chiangmai Province.
Table 4.2: Water supply cost
Type of user for using the water supply
The range for using House and other SME business Large business
the water (liter per (strang per liter) (strang per liter) (strang per liter)
month)
Rate of water supply
Rate of water supply Rate of water supply
less than30 bath per
less than 30 baht per month less than 30 baht per month
month
0 - 10,000 0.755 0.900 1.000
10,001 - 20,000 0.850 1.175 1.300
20,001 - 30,000 1.075 1.300 1.600
30,001 - 50,000 1.275 1.400 1.900
50,001 - 80,000 1.400 1.440 2.100
80,001 - 100,000 1.450 1.450 2.125
100,001 - 300,000 1.460 1.460 2.150
300,001 - 1,000,000 1.470 1.470 2.175
1,000,001 - 2,000,000 1.480 1.480 2.150
2,000,001 - 3,000,000 1.490 1.490 2.125
3,000,001 and more 1.500 1.500 2.100
* It is the rate of waterworks fee as following the cabinet of a government at June 9, 1998 that it can be
change information following the situation.
112
For other service fee will keep service fee per month. It depends on water meter by
this fee will maintain a pipe and water meter to look for ready to work all times.
Table 4.3: Water supply rate
Size of water metre (inch) Services fee (baht)
1/2 30
3/4 50
1 60
1 1/2 90
2 350
2 1/2 450
3 450
4 550
6 950
8 1,200
For water supply, we can use it because it will reach for easier and the price is very
cheap for saving the expenses. The water supply has the process that can guarantee the
quality of it. We use it can help and support revenue of local people to get a job to create a
good clean water supply to distribute for local people who live in Chiang Mai Province.
• Telephone cost
TOT Company (Limited) in Chiangmai Province, controls telephone service to people

who live in Chiangmai by salesperson and customer service. In year 2005, TOT Company
(Limited) has the number of telephone 122,067 numbers and has the number of tenants who
use telephone about 103,916 numbers. In this information, it will be the most residence and
second user to use telephone that it will be business, public telephone, government service
and TOT Company Corporation (Limited). About the company who is concessionaire having
the number to use telephone about 129,434 numbers and there are tenants who rent the
number for using telephone 107,489 numbers.
113
For telephone section, we must use telephone for connect with our suppliers to
negotiate about the price of raw material and something to use for making products and
service and we communicate with our customer to customer awareness and customer know
about update information about our product and service and promotion for giving our
customers. Telephone is convenient communication to communicate with other people easier
and easy to reach with our customer and customer can get information directly with us. It is
necessary for using telephone in our company.
4.1.6 Equipment and tools

Nang Lè Nom shop is according to the equipment it has modern style, high quality
and convenient for cook. An equipment of Nang Lè Nom shop has to high technology. In the
present milk shop popular to student and consumer .Equipment may be the part of attract
customer because some time tool or equipment to fast service for customer.
4.2 Cost of Investment
4.2.1 Pre-Operating cost
• Per paid for rent
Nang Lé Nom has to pay advance for 3 months of renting a building each month cost
65,000 baht. The building do not locate at the conner, it costs 30,000 baht per month. In
addition, the building locates at the conner, it costs 35,000 baht. The amount of per-
operation as the table below:
• Registration capital cost

Nang Lé Nom has to register to in term of company, so we will register with Ministry
of Commerce. Ministry of Commerce required at least 3 people to sign a contact who are at
least 20 years old. We decide to hire the office to do this process for us, so it cost 12,500
• Memorandum registration fee
According to the law, the memorandum registration fee is 50 baht per 100,000 baht, so
Nang Lé Nom has to pay 1,000 baht.
• Label cost
Nang Lé Nom decides to have two type of label; light box label and Metal. The cost
of light box label is 16,000 for 1.2×2.4 meter and acrylic label the cost is 8,500 baht for
40*50 square centimeters.
114
• Logo cost
Nang Lé Nom hire vocational student to create our logo, so the cost is 2,500 baht.
• Telephone and internet fee
Nang Lé Nom use TOT cooperation that has the cost for register for 2,500 buy and
include the equipment for connect internet
Table4.4: Per-operation cost

Per-Operation cost
Pre paid for rent for 3 months 195,000
Memorandum registration fee 1,000
Label cost 24,500
Logo cost 2,500
Telephone and internet fee 2,500
Total 225,500
4.3 Investment cost
4.3.1 Interior decoration

Nang Lé Nom is going to redecoration of buildings. The total of area in each floor is
192 square meters. Hence, the cost of Interior decoration per square meter is 6,500 baht. In
the frist year, we will pay 20% of cost (124,800 baht) on January and amount will be on April
(499,200).On second year, Nang Lé Nom is going expand to second floor during March to
May. We will pay 20% of cost (124,800 baht) on March and amount will be on May
(499,200). The cost will show on table below.
Table 4.5: Interior decoration

Year 1
Investment cost Unit Price Amount
Interior decoration per square metre 192 6,500 1,248,000
Total 624,000
Year 2
Total 624,000
115
4.3.2 Equipment
Equipment of milk and refreshment products, we are purchasing on first year and we
are buying on May. However, we are buying Fish spa equipment in first year on May for 10
seats and second year for 10 seats. On second year we will purchase equipments on May as
the detail as flowing below.
Table 4.6: Equipment

Year 1
No Investment Unit Price Amount
Equipment
1 Car 1 494,000 494,000
2 Sofa 8 15,000 120,000
3 Air condition 12876 BTU 2 42,900 85,800
4 Refrigerator 10.5 Q 1 21,500 21,500
5 Juicer/blender combination 1 2,990 2,990
6 Blender 2 3,190 6,380
7 Micro wave 1 5,990 5,990
8 Toaster 2 1,090 2,180
9 Sandwich maker 2 990 1,980
10 Waffle maker 1 1,090 1,090
11 Coffee machine (small size) 1 7,900 7,900
12 Grind coffee machine 1 3,400 3,400
13 Oven 1 16,990 16,990
14 Television 42 inch 2 34,990 69,980
15 Telephon 1 990 990
16 Home Threater 1 12,990 12,990
17 Cash register 1 4,990 4,990
18 Deep fyer 1 1,890 1,890
19 Fish spa set for 4 seats 1 110,000 110,000
Total 617,040.00
Year 2
Equipment
1 Sofa 5 15,000 75,000
Total 250,000.00
116
4.3.3 Tool
Tools for operation of Nang Lé Nom has 74 items, we are buying tools on May at the
first year. Although, second year on May we are buying some more equipments as the table
below.
Table 4.7: Tool
Year 1
Tool
1 Non stick pan 24 cm 2 329 658
3 Pan 38 cm 1 525 525
4 Milk Pot 32*32 cm 1 2,295 2,295
5 Chop knife 2 259 518
6 Fruit knife 4.5" 3 27 81
7 Knife 7" 3 95 285
8 Shapfen knife iron 3 145 435
9 Cutting bord 9*13 2 127 254
10 Ladle size M 3 49 147
11 Ladle size L 2 59 118
12 Fried turner size S 3 89 267
13 Fried turner size M 3 149 447
14 Colander 20cms 2 109 218
15 Dipper size L 3 139 417
16 Skimmer 2 85 170
17 Coffee Spoons 100 6 600
18 Stainless spoons and forks 100 15 1,500
19 Plastic long furit fork 100 4 400
20 Stainless furit fork 100 10 1,000
21 Plate 9" 100 15 1,500
22 Glass Plate 6.25" 100 12 1,200
23 Blow 6" 100 25 2,500
24 Spoons and forks box 4 89 356
25 Glass 610 ml 100 30 3,000
26 Glass 14oz 100 24 2,400
27 Glass 9oz. 100 10 1,000
28 Glass 2.2oz. 20 4 80
29 Coffee cup set 100 49 4,900
30 Glass saucer 100 7 700
31 Milk jug 50 55 2,750
32 Glass jug 2 165 330
33 Hot plate 5 59 295
34 Fruit Tray 2 139 278
35 Knife keeper 2 79 158
36 Meat hammer 1 97 97
37 Tissue paper box 10 89 890
38 Straw box 2 299 598
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39 Textile for hot stuff 5 79 395

40 Stainless tong 5 25 125
41 Tong for sizzle plate 3 35 105
42 Cake tong 2 55 110
43 Ice tong 5 35 175
44 White round sieve 24.7*23*10 cms 3 49 147
45 White round sieve 31*29.5*12.5 cms 3 59 177
46 Round galss jar with glass lid 18*24.5 cms 8 129 1,032
47 Mortar 6" 1 239 239
48 Can-openner 2 189 378
49 Wipping cream bottle 1 239 239
50 Cake server 1 39 39
51 Wire whisk 3 69 207
52 Cake tray box 2 165 330
53 Cake mold round 2P 2 60 120
55 Cake tray 10*13*1.5 inch 1 130 130
56 Cake tray 13*18*1 inch 1 177 177
57 Paddle cake 5 15 75
58 Plastic masuring cup 16oz 2 39 78
59 Plastic masuring spoons set 1 89 89
60 Sauce bottle 260 ml. 30 29 870
61 Cleaner tower 12 8 96
62 Basin 5L 5 125 625
63 Iron gass stand 1 169 169
64 Ice bucket 200L 1 3,500 3,500
65 Stainless Dust bin 8 189 1,512
66 Dust bin 24*30 cms. 2 235 470
67 Dust bin 120L 1 1615 1,615
68 Swab 1 169 169
69 Swab bucket 1 429 429
70 Brush for restroom 1 89 89
71 Jumbo tissue paper roll box 2 390 780
72 Dust keeper 1 129 129
73 Broom 2 25 50
74 Apron 15 79 1,185
Total 50,102
118
Year 2
Tool
1 Milk Pot 32*32 cm 1 2295 2,295
3 Stainless spoons and forks 50 15 750
5 Stainless furit fork 50 10 500
6 Plate 9" 50 15 750
7 Glass Plate 6.25" 50 12 600
8 Blow 6" 50 25 1,250
9 Spoons and forks box 50 89 4,450
10 Glass 610 ml 50 30 1,500
11 Glass 14oz 50 24 1,200
12 Glass 9oz. 50 10 500
13 Glass 2.2oz. 50 4 200
Total 17,295
119
• Depreciation
Equipment
From the information above, the depreciation of equipments is showing below. The standard of depreciation for equipments is 5
years but equipment in kitchen will be 3 years.
Table 4.8: Equipment Depreciation
Year 1
No Investment Amount Monthly DEP 1 2 3 4 5 6 7 8 9 10 11 12 Total
Equipment
1 Car 494,000 8,233 8,233 8,234 8,235 8,236 8,237 8,238 8,239 8,240 8,241 8,242 8,243 8,244 699,900
2 Sofa 120,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 170,005
3 Air condition 12876 BTU 85,800 1,430 1,430 1,430 1,430 1,430 1,430 1,430 1,430 1,430 1,430 1,430 1,430 1,430 121,555
4 Refrigerator 10.5 Q 21,500 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 30,463
5 Juicer/blender combination 2,990 83.06 83.06 83.06 83.06 83.06 83.06 83.06 83.06 83.06 83.06 83.06 83.06 83.06 5,069
6 Blender 6,380 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 10,814
7 Micro wave 5,990 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 8,491
8 Toaster 2,180 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 3,697
9 Sandwich maker 1,980 55 55 55 55 55 55 55 55 55 55 55 55 55 3,358
10 Waffle maker 1,090 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 1,850
11 Coffee machine (small size) 7,900 131.67 131.67 131.67 131.67 131.67 131.67 131.67 131.67 131.67 131.67 131.67 131.67 131.67 11,197
12 Grind coffee machine 3,400 56.67 56.67 56.67 56.67 56.67 56.67 56.67 56.67 56.67 56.67 56.67 56.67 56.67 4,822
13 Oven 16,990 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 24,074
14 Television 42 inch 69,980 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 99,143
15 Telephon 990 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 1,681
16 Home Threater 12,990 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 18,408
17 Cash register 4,990 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 7,074
18 Deep fyer 1,890 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 3,206
19 Fish spa set for 4 seats 110,000 1,833.33 1,833.33 1,833.33 1,833.33 1,833.33 1,833.33 1,833.33 1,833.33 1,833.33 1,833.33 1,833.33 1,833.33 1,833.33 155,838
120
Year 2
Equipment
1 Car 494,000 8,233 8,233 8,234 8,235 8,236 8,237 8,238 8,239 8,240 8,241 8,242 8,243 8,244 699,900
2 Sofa 195,000 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 276,255
4 Refrigerator 10.5 Q 21,500 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 30,463
6 Blender 6,380 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 10,814
7 Micro wave 5,990 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 8,491
8 Toaster 2,180 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 3,697
9 Sandwich maker 1,980 55 55 55 55 55 55 55 55 55 55 55 55 55 3,358
10 Waffle maker 1,090 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 1,850
13 Oven 16,990 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 24,074
14 Television 42 inch 69,980 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 99,143
15 Telephon 990 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 1,681
16 Home Threater 12,990 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 18,408
17 Cash register 4,990 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 7,074
18 Deep fyer 1,890 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 3,206
121
Year 3
Equipment
1 Car 494,000 8,233 8,233 8,234 8,235 8,236 8,237 8,238 8,239 8,240 8,241 8,242 8,243 8,244 699,900
2 Sofa 195,000 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 276,255
4 Refrigerator 10.5 Q 21,500 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 30,463
6 Blender 6,380 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 10,814
7 Micro wave 5,990 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 8,491
8 Toaster 2,180 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 3,697
9 Sandwich maker 1,980 55 55 55 55 55 55 55 55 55 55 55 55 55 3,358
10 Waffle maker 1,090 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 1,850
13 Oven 16,990 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 24,074
14 Television 42 inch 69,980 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 99,143
15 Telephon 990 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 1,681
16 Home Threater 12,990 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 18,408
17 Cash register 4,990 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 7,074
18 Deep fyer 1,890 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 3,206
122
Year 4
Equipment
1 Car 494,000 8,233 8,233 8,234 8,235 8,236 8,237 8,238 8,239 8,240 8,241 8,242 8,243 8,244 699,900
2 Sofa 195,000 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 276,255
4 Refrigerator 10.5 Q 21,500 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 30,463
6 Blender 6,380 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 10,814
7 Micro wave 5,990 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 8,491
8 Toaster 2,180 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 3,697
9 Sandwich maker 1,980 55 55 55 55 55 55 55 55 55 55 55 55 55 3,358
10 Waffle maker 1,090 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 1,850
13 Oven 16,990 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 24,074
14 Television 42 inch 69,980 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 99,143
15 Telephon 990 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 1,681
16 Home Threater 12,990 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 18,408
17 Cash register 4,990 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 7,074
18 Deep fyer 1,890 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 3,206
123
Year 5
Equipment
1 Car 494,000 8,233 8,233 8,234 8,235 8,236 8,237 8,238 8,239 8,240 8,241 8,242 8,243 8,244 699,900
2 Sofa 195,000 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 3,250 276,255
4 Refrigerator 10.5 Q 21,500 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 358.33 30,463
6 Blender 6,380 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 177.22 10,814
7 Micro wave 5,990 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 99.83 8,491
8 Toaster 2,180 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 60.56 3,697
9 Sandwich maker 1,980 55 55 55 55 55 55 55 55 55 55 55 55 55 3,358
10 Waffle maker 1,090 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 30.28 1,850
13 Oven 16,990 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 283.17 24,074
14 Television 42 inch 69,980 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 1,166.33 99,143
15 Telephon 990 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 27.50 1,681
16 Home Threater 12,990 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 216.50 18,408
17 Cash register 4,990 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 83.17 7,074
18 Deep fyer 1,890 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 52.50 3,206
124
Tool
From the information above, the depreciation of tools is showing below. The standards of depreciation of tools are 5 years.
Table 4.9: Tool Depreciation
Year 1
No Investment Amount Depreciation(year) Annual DEP. Monthly DEP 1 2 3 4 5 6 7 8 9 10 11 12 Total
Tool
1 Total tool 1 st 50,102.00 5 10,020.40 835.03 0.00 0.00 0.00 0.00 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 5,845.21
Total 50,102.00 10,020.40 835.03 0.00 0.00 0.00 0.00 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 5,845.21
Year 2
Tool
1 Total tool 1 st 50,102.00 5 10,020.40 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 10,020.36
nd
2 Total tool for 2 17,295.00 5 3,459.00 288.25 0.00 0.00 0.00 0.00 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 2,306.00
Total 67,397.00 13,479.40 1,123.28 835.03 835.03 835.03 835.03 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 12,326.36
Year 3
Tool
1 Total tool 1 st 50,102.00 5 10,020.40 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 10,020.36
nd
2 Total tool for 2 17,295.00 5 3,459.00 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 3,459.00
Total 67,397.00 13,479.40 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 13,479.36
125
Year 4
Tool
1 Total tool 1 st 50,102.00 5 10,020.40 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 10,020.36
nd
2 Total tool for 2 17,295.00 5 3,459.00 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 3,459.00
Total 67,397.00 13,479.40 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 13,479.36
Year 5
Tool
1 Total tool 1 st 50,102.00 5 10,020.40 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 835.03 10,020.36
nd
2 Total tool for 2 17,295.00 5 3,459.00 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 288.25 3,459.00
Total 67,397.00 13,479.40 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 1,123.28 13,479.36
126
PROJECT FEASIBILITY STUDY: CHAPTER 4
4.4 Operating cost
Raw material cost

Nang Lé Nom design to calculate 2 try of product lines are:
Milk product
Milk products calculate according to the seasoning period especially usual product.
The calculation will show the table below. However, raw materials of milk that usual use will
purchase every month, so other material will buy on June and December. Because on June we
should prepare for high seasoning, December the material will finish and this month has high
income that appropriate to buy material.
Milk
One kilogram of milk can produce 5 glass of product (The information from TV.
Program on 9 channel had interview the owner of Mon Num Sod)
Coffee
One kilogram of coffee seed can produce 55 glass of coffee (The information from
Roytawan coffee web blog).
Refreshment product
The cost of refreshment product will be 5 % of sale forecast
127
Table 4.10: Cost of raw material of milk product
Year 1 1 2 3 4 5 6 7 9 10 11 12
Detail Price Amount Amount Amount Amount Amount Amount Amount Amount Amount Amount Amount
Raw material cost for beverage
Milk 1 kg 18 0 0 0 0 0 15,444 20,077 12,355 16,988 18,533 20,077
Ice 1 kg 10 0 0 0 0 0 400 520 320 440 480 520
Sugar 1 kg 21 0 0 0 0 0 798 819 504 693 756 819
Sweetened condensed milk 20 0 0 0 0 0 488 312 195 254 273 312
Local fruits 14 0 0 0 0 0 560 644 392 546 588 644
Spoon Straw 160 straws 38 0 0 0 0 0 1,026 760 456 646 684 684
Straw 500 stows 87 0 0 0 0 0 783 609 348 522 522 609
Plastic glass set 50 pce. 125 0 0 0 0 0 625 875 500 750 750 875
Coffee paper cup set 50 cups 135 0 0 0 0 0 270 405 270 270 270 405
Coffee satire 250 pce. 55 0 0 0 0 0 55 0 0 55 0 55
Fresh Arabica coffee seed 1 kg 350 0 0 0 0 0 3,500 0 0 2,800 0 3,500
Robusta coffee seed 1 kg 270 0 0 0 0 0 2,700 0 0 1,350 0 2,700
Green tea powder 500 g 280 0 0 0 0 0 560 0 0 0 0 560
Black tea powder 1 kg 250 0 0 0 0 0 250 0 0 0 0 250
Coco 1 kg 250 0 0 0 0 0 1,250 0 0 250 0 2,000
Mitpol Sugar 300 wrapping 75 0 0 0 0 0 150 0 0 150 0 75
Salt 1 kg 12 0 0 0 0 0 24 0 0 0 0 24
Honey 760 cc 225 0 0 0 0 0 225 0 0 0 0 225
Chocolate syrup 2.5 kg 320 0 0 0 0 0 320 0 0 0 0 320
Caramel 750 cc. 330 0 0 0 0 0 330 0 0 0 0 330
Strawberry syrup 750cc. 330 0 0 0 0 0 330 0 0 0 0 330
Raspberry syrup 750cc. 330 0 0 0 0 0 330 0 0 0 0 330
Blueberry syrup 750cc. 330 0 0 0 0 0 330 0 0 0 0 330
100% Orange juice 850cc. 380 0 0 0 0 0 380 0 0 0 0 380
100% Pineapple 850cc. 350 0 0 0 0 0 350 0 0 0 0 350
Total 0 0 0 0 0 31,478 25,021 15,340 25,714 22,856 36,704
128
Year 2 1 2 3 4 5 6 7 8 9 10 11 12
Detail Amount Amount Amount Amount Amount Amount Amount Amount Amount Amount Amount Amount
Milk 1 kg 13,338 12,960 7,560 8,640 7,560 18,252 21,060 12,636 12,636 16,848 19,656 21,060
Ice 1 kg 494 480 280 320 280 676 780 351 351 624 728 780
Sugar 1 kg 777 756 441 504 441 1,071 1,239 735 735 735 1,155 1,239
Local friuts 518 588 350 140 350 826 952 574 574 770 896 952
Spoon Straw 160 staws 1,406 684 418 456 418 950 1,102 684 684 874 1,026 1,102
Straw 500 staws 3,219 522 348 348 348 696 870 522 522 696 783 870
Plastic galss set 50 pces 4,625 750 500 500 500 1,000 1,250 750 750 1,000 1,125 1,250
Coffe paper cup set 50 cups 270 270 135 270 135 405 540 270 270 270 270 405
Coffe sitire 250 pces 0 0 55 0 0 55 55 0 0 55 0 0
Fresh arabica coffee seed 1 kg 0 0 0 0 0 3,500 0 0 0 2,800 0 3,500
Robusta coffe seed 1 kg 0 0 0 0 0 2,700 0 0 0 1,350 0 2,700
Coco 1 kg 0 0 0 0 0 1,250 0 0 0 250 0 2,000
Salt 1 kg 0 0 0 0 0 24 0 0 0 0 0 24
Honey 760 cc 0 0 0 0 0 225 0 0 0 0 0 225
Caramal 750 cc. 0 0 0 0 0 330 0 0 0 0 0 330
Strawbeery syrub 750cc. 0 0 0 0 0 330 0 0 0 0 0 330
Raspberry syrub 750cc. 0 0 0 0 0 330 0 0 0 0 0 330
Blueberry syrub 750cc. 0 0 0 0 0 330 0 0 0 0 0 330
100% Orange juice 850cc. 0 0 0 0 0 380 0 0 0 0 0 380
100% Pineapple 850cc. 0 0 0 0 0 350 0 0 0 0 0 350
Total 25,369 17,283 10,243 11,373 10,188 35,350 28,297 16,795 16,795 26,793 26,068 39,811
129
Year 3 1 2 3 4 5 6 7 8 9 10 11 12
Detail Amount Amount Amount Amount Amount Amount Amount Amount Amount Amount Amount Amount
Milk 1 kg 20,849 20,147 11,934 13,759 11,934 17,901 20,007 17,901 17,901 18,954 20,007 20,007
Ice 1 kg 772 746 442 510 442 663 741 497 497 702 741 741
Sugar 1 kg 1,218 1,176 693 798 693 1,050 1,176 1,050 1,050 1,113 1,176 1,176
Local friuts 952 910 546 630 546 812 910 812 812 854 910 910
Spoon Straw 160 staws 1,102 1,064 646 722 646 950 1,064 950 950 988 1,064 1,064
Straw 500 staws 870 783 522 522 522 696 783 696 696 783 783 783
Plastic galss set 50 pces 1,250 1,125 750 750 750 1,000 1,125 1,000 1,000 1,125 1,125 1,125
Fresh arabica coffee seed 1 kg 0 0 0 0 0 3,500 0 0 0 2,800 0 3,500
Robusta coffe seed 1 kg 0 0 0 0 0 2,700 0 0 0 1,350 0 2,700
Coco 1 kg 0 0 0 0 0 1,250 0 0 0 250 0 2,000
Salt 1 kg 0 0 0 0 0 24 0 0 0 0 0 24
Honey 760 cc 0 0 0 0 0 225 0 0 0 0 0 225
Caramal 750 cc. 0 0 0 0 0 330 0 0 0 0 0 330
100% Orange juice 850cc. 0 0 0 0 0 380 0 0 0 0 0 380
100% Pineapple 850cc. 0 0 0 0 0 350 0 0 0 0 0 350
Total 27,922 26,651 15,977 18,118 15,922 34,761 26,560 23,566 23,621 29,749 26,505 38,399
130
Year 4 1 2 3 4 5 6 7 9 10 11 12
Milk 1 kg 18 27,752 27,330 14,531 17,091 14,531 29,468 30,899 18,597 29,468 29,468 30,899
Ice 1 kg 10 719 708 376 443 376 763 800 482 763 741 800
Sugar 1 kg 21 1,134 1,113 588 693 588 1,197 1,260 756 1,197 1,197 1,260
Local friuts 14 882 868 462 546 462 938 980 70 938 938 980
Spoon Straw 160 staws 38 1,026 1,026 532 646 532 1,102 1,140 684 1,102 1,102 1,140
Straw 500 staws 87 783 783 435 522 435 870 870 522 870 870 870
Plastic galss set 50 pces 125 1,125 1,125 625 750 625 1,250 1,250 750 1,250 1,250 1,250
Fresh arabica coffee seed 1 kg 350 0 0 0 0 0 3,500 0 0 2,800 0 3,500
Robusta coffe seed 1 kg 270 0 0 0 0 0 2,700 0 0 1,350 0 2,700
Coco 1 kg 250 0 0 0 0 0 1,250 0 0 250 0 2,000
Salt 1 kg 12 0 0 0 0 0 24 0 0 0 0 24
Honey 760 cc 225 0 0 0 0 0 225 0 0 0 0 225
Caramal 750 cc. 330 0 0 0 0 0 330 0 0 0 0 330
100% Orange juice 850cc. 380 0 0 0 0 0 380 0 0 0 0 380
100% Pineapple 850cc. 350 0 0 0 0 0 350 0 0 0 0 350
Total 34,309 33,767 18,089 21,214 18,034 47,526 38,127 22,403 41,047 36,475 49,641
131
Year 5 1 2 3 4 5 6 7 9 10 11 12
Milk 1 kg 18 30,590 30,604 18,539 21,629 18,539 31,208 31,826 29,354 31,208 31,208 31,826
Ice 1 kg 10 792 792 480 560 480 808 824 760 808 808 824
Sugar 1 kg 21 1,239 1,239 7,245 882 756 1,281 1,302 1,197 1,281 1,281 1,302
Local friuts 14 966 966 588 686 588 994 1,008 938 994 994 1,008
Spoon Straw 160 staws 38 1,140 1,140 684 798 684 1,140 1,178 1,102 1,140 1,140 1,178
Straw 500 staws 87 870 870 522 609 522 870 870 870 870 870 870
Plastic galss set 50 pces 125 1,250 1,250 750 875 750 1,250 1,250 1,250 1,250 1,250 1,250
Fresh arabica coffee seed 1 kg 350 0 0 0 0 0 3,500 0 0 2,800 0 3,500
Robusta coffe seed 1 kg 270 0 0 0 0 0 2,700 0 0 1,350 0 2,700
Coco 1 kg 250 0 0 0 0 0 1,250 0 0 250 0 2,000
Salt 1 kg 12 0 0 0 0 0 24 0 0 0 0 24
Honey 760 cc 225 0 0 0 0 0 225 0 0 0 0 225
Caramal 750 cc. 330 0 0 0 0 0 330 0 0 0 0 330
100% Orange juice 850cc. 380 0 0 0 0 0 380 0 0 0 0 380
100% Pineapple 850cc. 350 0 0 0 0 0 350 0 0 0 0 350
Total 37,585 37,599 29,271 26,641 22,727 49,373 39,206 36,190 42,894 38,289 50,720
132
Table 4.11: Cost of raw material of refreshment products
Year 1 1 2 3 4 5 6 7 9 10 11 12
Refresment cost 0 0 0 0 0 26,814 34,858 21,451 29,495 32,177 34,858
Total 0 0 0 0 0 26,814 34,858 21,451 29,495 32,177 34,858
Year 2 1 2 3 4 5 6 7 9 10 11 12
Refresment cost 33,115 13,943 31,372 17,429 13,943 45,315 52,287 31,372 41,830 48,801 52,287
Total 33,115 13,943 31,372 17,429 13,943 45,315 52,287 31,372 41,830 48,801 52,287
Year 3 1 2 3 4 5 6 7 9 10 11 12
Refresment cost 51,764 49,673 26,143 31,372 26,143 44,444 49,673 44,444 47,058 49,673 49,673
Total 51,764 49,673 26,143 31,372 26,143 44,444 49,673 44,444 47,058 49,673 49,673
Year 4 1 2 3 4 5 6 7 9 10 11 12
Refresment cost 48,182 47,189 22,353 27,320 22,353 51,163 53,646 32,287 51,163 51,163 53,646
Total 48,182 47,189 22,353 27,320 22,353 51,163 53,646 32,287 51,163 51,163 53,646
Year 5 1 2 3 4 5 6 7 9 10 11 12
Refresment cost 53,110 53,110 32,188 37,552 32,188 54,183 55,256 50,964 54,183 54,183 55,256
Total 53,110 53,110 32,188 37,552 32,188 54,183 55,256 50,964 54,183 54,183 55,256
133
Overhead
Fuel
The standard that we use 3 lit per day multiply by 30 or 31 days, but every June and December we will use 3.5 lit per day except
May on first year. We use the car for buying materials. The rate of oil is 26.78 baht per lit.
Table 4.11: Cost of fuels
Year 1 1 2 3 4 5 6 7 8 9 10 11 12
Fuel 0 0 0 0 3,214 2,812 2,491 2,491 2,410 2,491 2,410 2,812
Total 0 0 0 0 3,214 2,812 2,491 2,491 2,410 2,491 2,410 2,812
Year 2 1 2 3 4 5 6 7 8 9 10 11 12
Fuel 2,491 2,410 2,491 2,410 2,491 2,812 2,491 2,491 2,410 2,491 2,410 2,812
Total 2,491 2,410 2,491 2,410 2,491 2,812 2,491 2,491 2,410 2,491 2,410 2,812
Year 3 1 2 3 4 5 6 7 8 9 10 11 12
Fuel 2,491 2,410 2,491 2,410 2,491 2,812 2,491 2,491 2,410 2,491 2,410 2,812
Total 2,491 2,410 2,491 2,410 2,491 2,812 2,491 2,491 2,410 2,491 2,410 2,812
Year 4 1 2 3 4 5 6 7 8 9 10 11 12
Fuel 2,491 2,410 2,491 2,410 2,491 2,812 2,491 2,491 2,410 2,491 2,410 2,812
Total 2,491 2,410 2,491 2,410 2,491 2,812 2,491 2,491 2,410 2,491 2,410 2,812
Year 5 1 2 3 4 5 6 7 8 9 10 11 12
Fuel 2,491 2,410 2,491 2,410 2,491 2,812 2,491 2,491 2,410 2,491 2,410 2,812
Total 2,491 2,410 2,491 2,410 2,491 2,812 2,491 2,491 2,410 2,491 2,410 2,812
134
4.5 Administration cost
Rent fee
Nang Lé Nom has to pay 65,000 baht per month.
Salary
Chef
Chef responds for refreshment product, we will hire for 1 person.
Chef assistant
Chef assistant helps Chef to prepare material for cooking, we will hire one person
Baristas
Baristas usually make in milk product line, we will hire 2 persons.
Shop assistant
Employees who are take care all of customer and provide service to customers. The
cost of worker in a day is 19 per hour and in evening is 20 baht per hour. Fist year, we will
hire 8 person; 4 person in a day start work from 10:00 a.m. to 16.00 p.m. and 4 person in
evening start work from 16.00 p.m. to 11.00 p.m. However, we expand the shop to the top
floor, so we will hire two more persons. The lowest period will reduce two time of employee
during March to May.
Fish spa expertise
Persons who provide a service in spa sector especially clear customer’s feet because
fishes are sensitive to Chemical. We will hire 1 employee in the beginning year and hire one
more person in second year.
Electricity
The cost per unit of electricity is 2.978 baht, cost of FT is 0.9255 per unit, and VAT
7% of cost of electricity plus cost of FT. Nang Lé Nom start operates on June, we will use
1,845 units and increase and decrease according to the sale.
135
Water supply cost

The cost per unit of water supply is 0.9 baht, service fee 30 baht per month, and VAT
7% of cost. We will use for 2,756 units on June.
Telephone cost and internet fee

Telephone cost we will use for support internet, so we pay only the service fee for
100 baht per month. However, the internet cost per month is 790 baht.
Garbage cost
According the rule of Chiang Mai Municipality that every household should pay
40 baht per month
Fish spa service fee

Fish spa service fee is cost 25,000 baht per year, but on the beginning year
is cost only 12,500 baht for half year.
Label fee
Nang Lé Nom label has size 40*50 square centimeters. Label fee is cost 40 baht per
square centimeter and pay on April in every year.
Insurance against loss

The insurance preserve for standard of Insurance against loss; such as, conflagration,
inundation, earthquake, burglary and damage from electric appliance, also provide more
preserve include of the broken of label, insurance response from employer, insurance
response from outsider, insurance response for renter and occupant and , insurance response
of business halt for 30 days
Car act fee

The Car act fee has to pay every year for 646 baht at Provincial Department of
Transportation.
Automobile tax
Automobile tax has to pay every year for 990 baht at Provincial Department of
Transportation.
136
Other expense
Other expense; such as, dishwashing liquid, clean water surface, Knitting liquid
cleaner detergent and etc, so this cost will be 0.5% of sale forecast and ship up or ship down
according to seasoning.
The amount of administration cost as the result next page.
137
Table 4.12: Administration cost
Year 1 1 2 3 4 5 6 7 8 9 10 11 12 Total
Rental fee 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 780,000
Chef 0 0 0 0 0 8,500 8,500 8,500 8,500 8,500 8,500 8,500 59,500
Chef assistant 0 0 0 0 0 5,500 5,500 5,500 5,500 5,500 5,500 5,500 38,500
Baristas 0 0 0 0 0 9,000 9,000 9,000 9,000 9,000 9,000 9,000 63,000
Shop assitant 0 0 0 0 0 30,480 30,480 30,480 30,480 30,480 30,480 30,480 213,360
Fish spa expert 0 0 0 0 0 4,500 4,500 4,500 4,500 4,500 4,500 4,500 31,500
Electricity 0 0 0 0 800 7,706.10 10,017.93 6,164.88 6,164.88 8,476.71 9,247.32 10,017.93 58,595.75
Water supply cost 0 0 0 0 550 2,684.03 3,489.24 2,147.22 2,147.22 2,952.43 3,220.83 3,489.24 20,680.21
Telephone cost 0 0 100 100 100 100 100 100 100 100 100 100 1,000
Wifi fee 0 0 0 0 0 790 790 790 790 790 790 790 5,530
Garbage cost 40 40 40 40 40 40 40 40 40 40 40 40 480
Fish spa service fee 12,500 12,500
Label fee 0 0 0 0 0 0 0 0 0 0 0 0 0
Insurance against loss 7,750 7,750
Car act fee 646 646
Automobile tax 990 990
Other expenses 0 0 0 0 0 2,489 3,236 2,589 2,071 2,278 2,734 3,554 18,949
Total 65,040.00 65,040.00 65,140.00 65,140.00 80,626.00 144,539.13 140,652.87 134,810.66 134,292.95 137,617.07 139,111.67 140,970.74 1,312,981.10
138
Year 2 1 2 3 4 5 6 7 8 9 10 11 12 Total
Rental fee 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 780,000
Chef 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 102,000
Chef assistant 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 66,000
Baristas 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 108,000
Shop assitant 30,480 30,480 15,240 15,240 15,240 38,100 38,100 38,100 38,100 38,100 38,100 38,100 373,380
Fish spa expert 4,500 4,500 4,500 4,500 4,500 9,000 9,000 9,000 9,000 9,000 9,000 9,000 85,500
Electricity 9,016.14 9,517.03 4,007.17 5,008.97 4,007.17 13,023.31 15,026.90 9,016.14 9,016.14 12,021.52 14,025.10 15,026.90 118,712.47
Water supply cost 3,140.31 3,314.77 1,395.69 1,744.62 1,395.69 4,536.01 5,233.85 3,140.31 3,140.31 4,187.08 4,884.93 5,233.85 41,347.45
Telephone cost 100 100 100 100 100 100 100 100 100 100 100 100 1,200
Garbage cost 40 40 40 40 40 40 40 40 40 40 40 40 480
Wifi fee 790 790 790 790 790 790 790 790 790 790 790 790 9,480
Label Fee 200 200
Car act fee 646 646
Other expenses 3,376 3,198 1,421 1,777 1,421 4,620 5,330 3,198 3,198 4,264 4,975 5,330 42,110
Total 164,442.35 139,940.03 115,494.30 117,400.37 117,130.30 165,958.96 161,621.11 151,384.67 151,384.67 156,502.89 159,915.04 161,621.11 1,762,795.79
139
Year 3 1 2 3 4 5 6 7 8 9 10 11 12 Total
Rental fee 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 780,000
Chef 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 102,000
Chef assistant 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 66,000
Baristas 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 108,000
Shop assitant 30,480 30,480 15,240 15,240 15,240 38,100 38,100 38,100 38,100 38,100 38,100 38,100 373,380
Fish spa expert 4,500 4,500 4,500 4,500 4,500 9,000 9,000 9,000 9,000 9,000 9,000 9,000 85,500
Electricity 9,016.14 9,517.03 4,007.17 5,008.97 4,007.17 13,023.31 15,026.90 9,016.14 9,016.14 12,021.52 14,025.10 15,026.90 118,712.47
Telephone cost 100 100 100 100 100 100 100 100 100 100 100 100 1,200
Garbage cost 40 40 40 40 40 40 40 40 40 40 40 40 480
Wifi fee 790 790 790 790 790 790 790 790 790 790 790 790 9,480
Label Fee 200 200
Car act fee 646 646
Other expenses 3,376 3,198 1,421 1,777 1,421 4,620 5,330 3,198 3,198 4,264 4,975 5,330 42,110
Total 164,442.35 139,940.03 115,494.30 117,400.37 117,130.30 165,958.96 161,621.11 151,384.67 151,384.67 156,502.89 159,915.04 161,621.11 1,762,795.79
140
Year 4 1 2 3 4 5 6 7 8 9 10 11 12 Total
Rental fee 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 780,000
Chef 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 102,000
Chef assistant 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 66,000
Baristas 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 108,000
Shop assitant 38,100 38,100 19,050 19,050 19,050 38,100 38,100 38,100 38,100 38,100 38,100 38,100 400,050
Fish spa expert 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 108,000
Electricity 14,576.09 14,275.55 6,762.10 8,264.79 2,355.23 15,477.70 16,229.05 9,767.48 9,767.48 15,477.70 15,477.70
16,229.05 144,659.93
Water supply cost 5,076.84 4,972.16 2,355.23 2,878.62 2,355.23 5,390.87 5,652.56 3,402.01 3,402.01 5,390.87 5,390.87
5,652.56 51,919.84
Telephone cost 100 100 100 100 100 100 100 100 100 100 100 100 1,200
Garbage cost 40 40 40 40 40 40 40 40 40 40 40 40 480
Wifi fee 790 790 790 790 790 790 790 790 790 790 790 790 9,480
Label fee 200 200
Car act fee 646 646
Other expenses 5,170 5,064 2,399 2,932 2,399 5,490 5,757 3,465 3,465 5,490 5,490 5,757 52,877
Total 185,853 160,342 128,496 131,255 125,725 170,139 163,668 152,664 152,664 162,389 162,389 163,668 1,859,252.97
141
Year 5 1 2 3 4 5 6 7 8 9 10 11 12 Total
Rental fee 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 65,000 780,000
Chef 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 8,500 102,000
Chef assistant 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 5,500 66,000
Baristas 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 108,000
Shop assitant 38,100 38,100 19,050 19,050 19,050 38,100 38,100 38,100 38,100 38,100 38,100 38,100 400,050
Fish spa expert 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 9,000 108,000
Electricity 16,066.76 16,066.76 9,737.43 11,360.33 9,737.43 16,391.34 16,715.92 15,417.59 15,417.59 16,391.34 16,391.34 16,715.92 176,409.74
Telephone cost 100 100 100 100 100 100 100 100 100 100 100 100 1,200
Garbage cost 40 40 40 40 40 40 40 40 40 40 40 40 480
Wifi fee 790 790 790 790 790 790 790 790 790 790 790 790 9,480
Label fee 200 200
Car act fee 646 646
Other expenses 5,699 5,699 3,454 4,030 3,454 5,814 5,929 5,469 5,469 5,814 5,814 5,929 62,576
Total 188,392.02 163,392.02 133,563.04 136,526.88 135,199.04 171,694.79 164,497.55 162,286.48 162,286.48 163,944.79 163,944.79 164,497.55 1,910,225.42
142
Nang Lè Nom is the company which registers to be a justice person likes company
limited. Limited company is cooperation with shareholders who enjoys limited liability.
Thus, Nang Lè Nom is justice person as company limited that company have to pay for
income tax.
For company, there are 5 partnerships in the company as following
1. Miss Priyanuch Phongpakdeesakul (General Manager)

2. Miss Ruttiya Wonglungka (Operation Manager)
3. Miss Sukumal Pattamasevee (Marketing Manager)
4. Miss Nungruthai Totansombut (Human Resource Manager)
5. Miss Hameeda Sriwichai (Accounting/Financial Manager)
Organization Chart
Figure 4.47: Organization Chart
143
• Responsibility
1. General Manager
- Plan and control system of company
- Analyzing and solving the problem to be more efficiency.
- Organizing the divisions and order the employee know exactly role they has to play.
2. Accounting /Financing
- Control all financial budgets.
- Expert on knowledge skill and computer skill.
- Verify income statement in company.
- Control all expenses cost.
3. Marketing
- Promote and advertise the promotion
- plan and analyze the customer information.
- Follow the current situation on marketing all the time.
4. Human Resource
- Verify the system into company
- Training employee
- Recruiting and select the employee.
- Evaluate the performance of employee.
5. Production/ operating
- Control the process of production.
- Control the quality of system.
- Check and evaluation the system of company.
144
4.8 Conclusion
Nang Lé Nom has borrowed the load from investor 2 million baht and interest rate for
12%, also payback all load in 3 years. We have invested according information below:
1. Invest for building 65,000 per month and prepaid for 3 month costing for
195,000 baht
2. Interior decoration for first year 624,00 baht and second year fro 624,000 baht
3. Equipment for first year is 617,040 baht and second year for 250,000 baht
4. Tool in first year 50,102 baht and second year 17, 295 baht
The estimated of profit or loss statement and sale.
Profit and loss statement first year equal to 1,414,135.24 baht
Profit and loss statement second year equal to 2,700,979.98baht
Profit and loss statement third year equal to 3,772,187.46 baht
Profit and loss statement fourth year equal to 3,773,861.57 baht
Profit and loss statement fifth year equal to 4,434,350.50 baht
Figure 4.48: Graph of profit and loss statement Year 1
Year 1
800,000.00
600,000.00
400,000.00
200,000.00
Profit and loss
B aht
0.00
sale
1 2 3 4 5 6 7 8 9 10 11 12
-200,000.00
-400,000.00
-600,000.00
-800,000.00
Month
145
Year 2
1,200,000.00
1,000,000.00
800,000.00
600,000.00
Profit and loss
B aht
400,000.00
Sale
200,000.00
0.00
1 2 3 4 5 6 7 8 9 10 11 12
-200,000.00
-400,000.00
Month
Year 3
1,200,000.00
1,000,000.00
800,000.00
Profit and loss
B aht
600,000.00
Sale
400,000.00
200,000.00
0.00
1 2 3 4 5 6 7 8 9 10 11 12
Month
146
Year 4
1,000,000.00
900,000.00
800,000.00
700,000.00
600,000.00 Profit and loss
Baht
500,000.00
Sale
400,000.00
300,000.00
200,000.00
100,000.00
0.00
1 2 3 4 5 6 7 8 9 10 11 12
Month
Year 5
1,000,000.00
900,000.00
800,000.00
700,000.00
600,000.00
Profit and loss
B aht
500,000.00
Sale
400,000.00
300,000.00
200,000.00
100,000.00
0.00
1 2 3 4 5 6 7 8 9 10 11 12
Month
147
The estimated of Cash flow statement.
Cash flow in first year equal to 3,109,758.22 baht
Cash flow in second year equal to 4,779,512.42 baht
Cash flow in third year equal to 8,925,305.85 baht
Cash flow in fourth year equal to 14,134,400.42baht
Cash flow in fifth year equal to 19,516,426.32 baht
Figure 4.53: Cash Flow statement Year 1-5
18,000,000.00
16,000,000.00
14,000,000.00
12,000,000.00
Year 1
10,000,000.00 Year 2
Baht
Year 3
8,000,000.00 Year 4
Year 5
6,000,000.00
4,000,000.00
2,000,000.00
0.00
1 2 3 4 5 6 7 8 9 10 11 12
Month
The estimated of Balance sheet
Balance sheet in first year equal to 5,922,942.72 baht
Balance sheet in second year equal to 8,362,068.75 baht
Balance sheet in third year equal to 8,527,523 baht
Balance sheet in fourth year equal to 8,464,006.65 baht
Balance sheet in fifth year equal to 9,464,597.66 baht
148
Figure 4.54: Balance Sheet Year 1-5
17,000,000
16,000,000
15,000,000
14,000,000
13,000,000
12,000,000
11,000,000
Year 1
10,000,000 Year 2
Baht
9,000,000 Year 3
8,000,000 Year 4
Year 5
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
1 2 3 4 5 6 7 8 9 10 11 12
Month
149
Chapter 5
Financial Analysis
5.1 Fix loan structure setting

Loan 3,000,000 baht
Annuity Interest 0.15 per year
Monthly payment 103,995.99 baht
Load period 3 years
Table 5.1: Loan
Month Beginning Balance Total payment Interest paid Pricipal paid Ending balance
1 3,000,000.00 103995.99 37,500.00 66,495.99 2,933,504.01
2 2,933,504.01 103995.99 36,668.80 67,327.19 2,866,176.83
3 2,866,176.83 103995.99 35,827.21 68,168.78 2,798,008.05
4 2,798,008.05 103995.99 34,975.10 69,020.88 2,728,987.17
5 2,728,987.17 103995.99 34,112.34 69,883.65 2,659,103.52
6 2,659,103.52 103995.99 33,238.79 70,757.19 2,588,346.33
7 2,588,346.33 103995.99 32,354.33 71,641.66 2,516,704.68
8 2,516,704.68 103995.99 31,458.81 72,537.18 2,444,167.50
9 2,444,167.50 103995.99 30,552.09 73,443.89 2,370,723.61
10 2,370,723.61 103995.99 29,634.05 74,361.94 2,296,361.67
11 2,296,361.67 103995.99 28,704.52 75,291.46 2,221,070.20
12 2,221,070.20 103995.99 27,763.38 76,232.61 2,144,837.59
13 2,144,837.59 103995.99 26,810.47 77,185.52 2,067,652.08
14 2,067,652.08 103995.99 25,845.65 78,150.33 1,989,501.74
15 1,989,501.74 103995.99 24,868.77 79,127.21 1,910,374.53
16 1,910,374.53 103995.99 23,879.68 80,116.30 1,830,258.23
17 1,830,258.23 103995.99 22,878.23 81,117.76 1,749,140.47
18 1,749,140.47 103995.99 21,864.26 82,131.73 1,667,008.74
19 1,667,008.74 103995.99 20,837.61 83,158.38 1,583,850.36
20 1,583,850.36 103995.99 19,798.13 84,197.86 1,499,652.51
21 1,499,652.51 103995.99 18,745.66 85,250.33 1,414,402.18
22 1,414,402.18 103995.99 17,680.03 86,315.96 1,328,086.22
23 1,328,086.22 103995.99 16,601.08 87,394.91 1,240,691.31
24 1,240,691.31 103995.99 15,508.64 88,487.34 1,152,203.97
25 1,152,203.97 103995.99 14,402.55 89,593.44 1,062,610.53
26 1,062,610.53 103995.99 13,282.63 90,713.35 971,897.18
27 971,897.18 103995.99 12,148.71 91,847.27 880,049.91
28 880,049.91 103995.99 11,000.62 92,995.36 787,054.54
150
29 787,054.54 103995.99 9,838.18 94,157.80 692,896.74

30 692,896.74 103995.99 8,661.21 95,334.78 597,561.96
31 597,561.96 103995.99 7,469.52 96,526.46 501,035.50
32 501,035.50 103995.99 6,262.94 97,733.04 403,302.46
33 403,302.46 103995.99 5,041.28 98,954.70 304,347.76
34 304,347.76 103995.99 3,804.35 100,191.64 204,156.12
35 204,156.12 103995.99 2,551.95 101,444.03 102,712.08
36 102,712.08 103995.99 1,283.90 102,712.08 0.00
Total 3,743,855.478 743,855.48 3,000,000.00
151
5.2 Profit/loss statement
Table 5.2: Profit and loss statement Year 1-5 in monthly
Year 1 1 2 3 4 5 6 7 8 9 10 11 12
Revenues 0.00 0.00 0.00 0.00 0.00 536,276.36 697,159.26 429,021.08 574,504.77 589,903.99 643,531.63 697,159.26
Cost of good sold
Raw meterail 0.00 0.00 0.00 0.00 0.00 58,291.32 59,879.16 36,846.25 36,791.25 55,209.10 55,032.38 71,562.16
Overhead 0.00 0.00 0.00 0.00 3,214.00 2,812.00 2,491.00 2,491.00 2,410.00 2,491.00 2,410.00 2,812.00
Gross margin 0.00 0.00 0.00 0.00 -3,214.00 475,173.04 634,789.10 389,683.83 535,303.51 532,203.89 586,089.24 622,785.10
Less Expenses
Marketing expense 26,800.00 300.00 500.00 700.00 500.00 2,650.00 3,450.00 2,150.00 1,250.00 3,650.00 2,950.00 1,950.00
Administration expense 65,040.00 65,040.00 65,140.00 65,140.00 80,626.00 144,539.13 140,652.87 134,810.66 134,292.95 137,617.07 139,111.67 140,970.74
Interior decoration 124,800.00 0.00 0.00 499,200.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Pre-operating cost 42,000.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Total expense 258,640.00 65,340.00 65,640.00 565,040.00 81,126.00 147,189.13 144,102.87 136,960.66 135,542.95 141,267.07 142,061.67 142,920.74
EBITDA -258,640.00 -65,340.00 -65,640.00 -565,040.00 -84,340.00 327,983.91 490,686.23 252,723.17 399,760.56 390,936.82 444,027.57 479,864.36
Depreciation expense 0.00 0.00 0.00 0.00 19,130.15 19,130.15 19,130.15 19,130.15 19,130.15 19,130.15 19,130.15 19,130.15
Profit before
-258,640.00 -65,340.00 -65,640.00 -565,040.00 -103,470.15 308,853.76 471,556.08 233,593.02 380,630.41 371,806.67 424,897.42 460,734.21
Interest and Tax
Interest (12%) 37,500.00 36,668.80 35,827.21 34,975.10 34,112.34 33,238.79 32,354.33 31,458.81 30,552.09 29,634.05 28,704.52 27,763.38
Profit before Tax -296,140.00 -102,008.80 -101,467.21 -600,015.10 -137,582.49 275,614.97 439,201.75 202,134.21 350,078.32 342,172.62 396,192.90 432,970.83
Tax (30%) 0.00 0.00 0.00 0.00 0.00 82,684.49 131,760.53 60,640.26 105,023.50 102,651.79 118,857.87 129,891.25
Profit and loss -296,140.00 -102,008.80 -101,467.21 -600,015.10 -137,582.49 192,930.48 307,441.23 141,493.95 245,054.82 239,520.84 277,335.03 303,079.58
Accumulate profit and loss -296,140.00 -398,148.80 -499,616.01 -1,099,631.11 -1,237,213.60 -1,044,283.13 -736,841.90 -595,347.95 -350,293.13 -110,772.29 166,562.74 469,642.32
152
Year 2 1 2 3 4 5 6 7 8 9 10 11 12
Revenues 615,002.21 582,633.68 258,948.30 323,685.38 265,505.18 841,581.98 971,056.13 582,633.68 582,633.68 776,844.90 906,319.05 971,056.13
Cost of good sold
Raw meterail 64,218.90 36,798.99 44,865.97 32,517.18 27,381.99 88,513.71 89,639.24 53,694.25 53,694.25 75,866.70 83,321.23 101,153.24
Overhead 2,491.00 2,410.00 2,491.00 2,410.00 2,491.00 2,812.00 2,491.00 2,491.00 2,410.00 2,491.00 2,410.00 2,812.00
Gross margin 548,292.31 543,424.69 211,591.33 288,758.19 235,632.19 750,256.26 878,925.88 526,448.43 526,529.43 698,487.20 820,587.82 867,090.88
Less Expenses
Marketing expense 36,550.00 10,950.00 1,250.00 1,450.00 1,250.00 11,650.00 12,450.00 11,150.00 1,250.00 12,650.00 11,950.00 10,950.00
Adminitrastion expense 164,442.35 139,940.03 115,494.30 117,400.37 117,130.30 165,958.96 161,621.11 151,384.67 151,384.67 156,502.89 159,915.04 161,621.11
Interior decoration 124,800.00 499,200.00
Total expense 200,992.35 150,890.03 241,544.30 118,850.37 617,580.30 177,608.96 174,071.11 162,534.67 152,634.67 169,152.89 171,865.04 172,571.11
EBITDA 347,299.96 392,534.66 -29,952.96 169,907.82 -381,948.11 572,647.30 704,854.77 363,913.76 373,894.76 529,334.31 648,722.78 694,519.77
Depreciation expense 19,130.15 19,130.15 19,130.15 19,130.15 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40
Profit before
328,169.81 373,404.51 -49,083.11 150,777.67 -406,366.51 548,228.90 680,436.37 339,495.36 349,476.36 504,915.91 624,304.38 670,101.37
Interest and Tax
Interest (12%) 26,810.47 25,845.65 24,868.77 23,879.68 22,878.23 21,864.26 20,837.61 19,798.13 18,745.66 17,680.03 16,601.08 15,508.64
Profit before Tax 301,359.34 347,558.86 -73,951.89 126,897.99 -429,244.73 526,364.64 659,598.76 319,697.23 330,730.70 487,235.89 607,703.31 654,592.73
Tax (30%) 90,407.80 104,267.66 -22,185.57 38,069.40 -128,773.42 157,909.39 197,879.63 95,909.17 99,219.21 146,170.77 182,310.99 196,377.82
Profit and loss 210,951.54 243,291.20 -51,766.32 88,828.59 -300,471.31 368,455.25 461,719.13 223,788.06 231,511.49 341,065.12 425,392.31 458,214.91
Accumulate profit and loss 680,593.86 923,885.06 872,118.74 960,947.34 660,476.02 1,028,931.27 1,490,650.40 1,714,438.46 1,945,949.96 2,287,015.08 2,712,407.39 3,170,622.30
153
Year 3 1 2 3 4 5 6 7 8 9 10 11 12
Revenues 961,345.56 922,503.32 485,528.06 582,633.68 485,528.06 720,097.71 817,203.32 649,897.71 649,897.71 738,468.17 777,185.66 817,203.32
Cost of good sold
Raw meterail 88,651.42 84,986.58 47,251.59 55,406.92 47,196.59 86,902.33 84,835.61 75,840.18 75,895.18 84,956.97 84,780.61 96,674.61
Overhead 2,491.00 2,410.00 2,491.00 2,410.00 2,491.00 2,812.00 2,491.00 2,491.00 2,410.00 2,491.00 2,410.00 2,812.00
Gross margin 870,203.15 835,106.74 435,785.47 524,816.75 435,840.47 630,383.37 729,876.71 571,566.52 571,592.52 651,020.20 689,995.06 717,716.71
Less Expenses
Adminitrastion expense 164,442.35 139,940.03 115,494.30 117,400.37 117,130.30 165,958.96 161,621.11 151,384.67 151,384.67 156,502.89 159,915.04 161,621.11
Interior decoration
Total expense 200,992.35 150,890.03 116,744.30 118,850.37 118,380.30 177,608.96 174,071.11 162,534.67 152,634.67 169,152.89 171,865.04 172,571.11
EBITDA 669,210.80 684,216.71 319,041.17 405,966.38 317,460.17 452,774.41 555,805.60 409,031.86 418,957.86 481,867.31 518,130.02 545,145.60
Profit before
644,792.40 659,798.31 294,622.77 381,547.98 293,041.77 428,356.01 531,387.20 384,613.46 394,539.46 457,448.91 493,711.62 520,727.20
Interest and Tax
Interest (12%) 14,402.55 13,282.63 12,148.71 11,000.62 9,838.18 8,661.21 7,469.52 6,262.94 5,041.28 3,804.35 2,551.95 1,283.90
Profit before Tax 630,389.85 646,515.68 282,474.06 370,547.36 283,203.59 419,694.80 523,917.67 378,350.51 389,498.18 453,644.56 491,159.67 519,443.30
Tax (30%) 189,116.96 193,954.70 84,742.22 111,164.21 84,961.08 125,908.44 157,175.30 113,505.15 116,849.45 136,093.37 147,347.90 155,832.99
Profit and loss 441,272.90 452,560.98 197,731.84 259,383.15 198,242.51 293,786.36 366,742.37 264,845.36 272,648.72 317,551.19 343,811.77 363,610.31
Accumulate profit and loss 3,611,895.20 4,064,456.17 4,262,188.02 4,521,571.17 4,719,813.68 5,013,600.04 5,380,342.41 5,645,187.77 5,917,836.49 6,235,387.69 6,579,199.45 6,942,809.76
154
Year 4 1 2 3 4 5 6 7 8 9 10 11 12
Revenues 781,455.22 748,263.15 395,821.49 477,541.83 395,821.49 841,719.42 893,811.58 699,662.16 699,662.16 869,799.42 869,799.42 893,811.58
Cost of good sold
Raw meterail 82,491.90 80,956.41 40,441.39 48,533.80 40,386.39 98,688.82 91,773.50 54,690.34 54,690.34 92,209.82 87,637.59 103,287.50
Overhead 2,491.00 2,410.00 2,491.00 2,410.00 2,491.00 2,812.00 2,491.00 2,491.00 2,410.00 2,491.00 2,410.00 2,812.00
Gross margin 696,472.32 664,896.75 352,889.10 426,598.03 352,944.10 740,218.60 799,547.09 642,480.81 642,561.81 775,098.60 779,751.83 787,712.09
Less Expenses
Administrastion expense 185,853.38 160,341.56 128,496.00 131,255.11 125,725.13 170,138.85 163,668.40 152,664.22 152,664.22 162,388.85 162,388.85 163,668.40
Interior decoration
Total expense 222,403.38 171,291.56 129,746.00 132,705.11 126,975.13 181,788.85 176,118.40 163,814.22 153,914.22 175,038.85 174,338.85 174,618.40
EBITDA 474,068.94 493,605.19 223,143.10 293,892.92 225,968.97 558,429.76 623,428.69 478,666.59 488,647.59 600,059.76 605,412.99 613,093.69
Profit before
450,136.66 469,672.91 199,210.82 269,960.64 202,036.69 534,497.48 599,496.41 454,734.31 464,715.31 576,127.48 581,480.71 589,161.41
Interest and Tax
Interest (12%) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Tax (30%) 135,041.00 140,901.87 59,763.25 80,988.19 60,611.01 160,349.24 179,848.92 136,420.29 139,414.59 172,838.24 174,444.21 176,748.42
Profit and loss 315,095.66 328,771.04 139,447.57 188,972.45 141,425.68 374,148.23 419,647.48 318,314.02 325,300.72 403,289.23 407,036.49 412,412.98
155
Year 5 1 2 3 4 5 6 7 8 9 10 11 12
Revenues 884,873.47 884,873.47 536,286.95 625,668.11 536,286.95 902,749.70 920,625.93 849,121.01 849,121.01 902,749.70 902,749.70 920,625.93
Cost of good sold
Raw meterail 90,695.04 90,709.35 61,459.30 64,193.35 54,915.30 103,555.95 94,461.36 87,155.72 87,153.72 97,076.95 92,471.95 105,975.36
Overhead 2,491.00 2,410.00 2,491.00 2,410.00 2,491.00 2,812.00 2,491.00 2,491.00 2,410.00 2,491.00 2,410.00 2,812.00
Gross margin 791,687.43 791,754.12 472,336.65 559,064.76 478,880.65 796,381.75 823,673.57 759,474.28 759,557.28 803,181.75 807,867.75 811,838.57
Less Expenses
Administrastion expense 188,392.02 163,392.02 133,563.04 136,526.88 135,199.04 171,694.79 164,497.55 162,286.48 162,286.48 163,944.79 163,944.79 164,497.55
Interior decoration
Total expense 224,942.02 174,342.02 134,813.04 137,976.88 136,449.04 183,344.79 176,947.55 173,436.48 163,536.48 176,594.79 175,894.79 175,447.55
EBITDA 566,745.41 617,412.11 337,523.61 421,087.88 342,431.61 613,036.96 646,726.02 586,037.80 596,020.80 626,586.96 631,972.96 636,391.02
Profit before
542,813.13 593,479.83 313,591.33 397,155.60 318,499.33 589,104.68 622,793.74 562,105.52 572,088.52 602,654.68 608,040.68 612,458.74
Interest and Tax
Interest (12%) 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Tax (30%) 162,843.94 178,043.95 94,077.40 119,146.68 95,549.80 176,731.41 186,838.12 168,631.66 171,626.56 180,796.41 182,412.21 183,737.62
Profit and loss 379,969.19 415,435.88 219,513.93 278,008.92 222,949.53 412,373.28 435,955.62 393,473.87 400,461.97 421,858.28 425,628.48 428,721.12
156
5.3 Cash Flow statement
Year 1 1 2 3 4 5 6 7 8 9 10 11 12
Cash flow from operating acitivity
Cash recevied from customer 0 0 0 0 0 536,276 697,159 429,021 574,505 589,904 643,532 697,159
Cash paid for pre-operation 237,000 0 0 0 0 0 0 0 0 0 0 0
Cash paid for rawmeterail 0 0 0 0 0 58,291 59,879 36,846 36,791 55,209 55,032 71,562
Cash paid overhead 0 0 0 0 3,214 2,812 2,491 2,491 2,410 2,491 2,410 2,812
Cash paid for marketing expense 26,800.00 300 500 700 500 2,650 3,450 2,150 1,250 3,650 2,950 1,950
Cash paid for adminitrastion expense 65,040.00 65,040.00 65,140.00 65,140.00 80,626.00 144,539.13 140,652.87 134,810.66 134,292.95 137,617.07 139,111.67 140,970.74
Cash paid for interest 37500 36,668.80 35,827.21 34,975.10 34,112.34 33,238.79 32,354.33 31,458.81 30,552.09 29,634.05 28,704.52 27,763.38
Cash paid for tax 0.00 731,509.68
Cash paid for purchase of tool 0 0 0 0 50,102.00 0 0 0 0 0 0
Net cash provided by operating activities -366,340.0 -102,008.8 -101,467.2 -100,815.1 -168,554.3 294,745.1 458,331.9 221,264.4 369,208.5 361,302.8 415,323.1 -279,408.7
Cash flow from Investmenting acitivity
Cash paid for interior decoration 124800 0 0 499200 0 0 0 0 0 0 0 0
Cash paid for purchase of equipment 0 0 0 0 1086040 0 0 0 0 0 0 0
Net cash provided by Investment activities 124,800.00 0.00 0.00 499,200.00 1,086,040.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Cash flow from Fanancial acitivity
Cash recevied from loan 3,000,000.00 0 0 0 0 0 0 0 0 0 0 0
Cash paid for pricipal paid 66,495.99 67,327.19 68,168.78 69,020.88 69,883.65 70,757.19 71,641.66 72,537.18 73,443.89 74,361.94 75,291.46 76,232.61
Net cash provided by Investment activities 2,933,504.01 -67,327.19 -68,168.78 -69,020.88 -69,883.65 -70,757.19 -71,641.66 -72,537.18 -73,443.89 -74,361.94 -75,291.46 -76,232.61
Net increase (decrease) in cash 2,442,364.01 -169,335.99 -169,635.99 -669,035.99 -1,324,477.99 223,987.92 386,690.25 148,727.18 295,764.58 286,940.83 340,031.59 -355,641.31
Cash balance at beginning of the year 0 2,442,364.01 2,273,028.03 2,103,392.04 1,434,356.06 109,878.07 333,866.00 720,556.24 869,283.42 1,165,048.00 1,451,988.83 1,792,020.42
Cash balance at end of the year 2,442,364.01 2,273,028.03 2,103,392.04 1,434,356.06 109,878.07 333,866.00 720,556.24 869,283.42 1,165,048.00 1,451,988.83 1,792,020.42 1,436,379.11
157
Year 2 1 2 3 4 5 6 7 8 9 10 11 12
Cash recevied from customer 615,002.21 582,633.68 258,948.30 323,685.38 265,505.18 841,581.98 971,056.13 582,633.68 582,633.68 776,844.90 906,319.05 971,056.13
Cash paid for pre-operation 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Cash paid for raw meterail 64,218.90 36,798.99 44,865.97 32,517.18 27,381.99 88,513.71 89,639.24 53,694.25 53,694.25 75,866.70 83,321.23 101,153.24
Cash paid overhead 2,491.00 2,410.00 2,491.00 2,410.00 2,491.00 2,812.00 2,491.00 2,491.00 2,410.00 2,491.00 2,410.00 2,812.00
Cash paid for marketing expense 36,550.00 10,950.00 1,250.00 1,450.00 1,250.00 11,650.00 12,450.00 11,150.00 1,250.00 12,650.00 11,950.00 10,950.00
Cash paid for interest 26,810.47 25,845.65 24,868.77 23,879.68 22,878.23 21,864.26 20,837.61 19,798.13 18,745.66 17,680.03 16,601.08 15,508.64
Cash paid for tax 0.00 1,157,562.85
Cash paid for tools 17,295.00
Net cash provided by operating activities 320,489.49 366,689.01 69,978.26 146,028.14 77,078.67 550,783.04 684,017.16 344,115.63 355,149.10 511,654.29 632,121.71 -478,551.72
Cash paid for interior decoration 0.00 0.00 124,800.00 499,200.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Cash paid for purchase of equipment 0.00 0.00 0.00 0.00 300,000.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Net cash provided by Investment activities 0.00 0.00 124,800.00 0.00 799,200.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Cash recevied from loan 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Net cash provided by Investment activities -77,185.52 -78,150.33 -79,127.21 -80,116.30 -81,117.76 -82,131.73 -83,158.38 -84,197.86 -85,250.33 -86,315.96 -87,394.91 -88,487.34
Net increase (decrease) in cash 243,303.98 288,538.68 -133,948.95 65,911.84 -803,239.09 468,651.31 600,858.78 259,917.78 269,898.78 425,338.33 544,726.80 -567,039.07
Cash balance at beginning of the year 1,436,379.11 1,679,683.09 1,968,221.77 1,834,272.82 1,900,184.65 1,096,945.56 1,565,596.88 2,166,455.66 2,426,373.43 2,696,272.21 3,121,610.54 3,666,337.34
Cash balance at end of the year 1,679,683.09 1,968,221.77 1,834,272.82 1,900,184.65 1,096,945.56 1,565,596.88 2,166,455.66 2,426,373.43 2,696,272.21 3,121,610.54 3,666,337.34 3,099,298.27
158
Year 3 1 2 3 4 5 6 7 8 9 10 11 12
Cash paid for rawmeterail 88,651.42 84,986.58 47,251.59 55,406.92 47,196.59 86,902.33 84,835.61 75,840.18 75,895.18 84,956.97 84,780.61 96,674.61
Cash paid for interest 14,402.55 13,282.63 12,148.71 11,000.62 9,838.18 8,661.21 7,469.52 6,262.94 5,041.28 3,804.35 2,551.95 1,283.90
Cash paid for tool
Cash paid for tax 1,616,651.77
Net cash provided by operating activities 654,808.25 670,934.08 306,892.46 394,965.76 307,621.99 444,113.20 548,336.07 402,768.91 413,916.58 478,062.96 515,578.07 -1,072,790.07
Cash paid for interior decoration 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Cash paid for purchase of equipment 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Net cash provided by Investment activities 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Net cash provided by Investment activities -89,593.44 -90,713.35 -91,847.27 -92,995.36 -94,157.80 -95,334.78 -96,526.46 -97,733.04 -98,954.70 -100,191.64 -101,444.03 -102,712.08
Net increase (decrease) in cash 565,214.81 580,220.73 215,045.19 301,970.40 213,464.19 348,778.42 451,809.61 305,035.87 314,961.87 377,871.32 414,134.03 -1,175,502.15
159
Year 4 1 2 3 4 5 6 7 8 9 10 11 12
Cash recevied from customer 781,455 748,263 395,821 477,542 395,821 841,719 893,812 699,662 699,662 869,799 869,799 893,812
Cash paid for pre-operation 0 0 0 0 0 0 0 0 0 0 0 0
Cash paid for rawmeterail 82,492 80,956 40,441 48,534 40,386 98,689 91,773 54,690 54,690 92,210 87,638 103,287
Cash paid overhead 2,491 2,410 2,491 2,410 2,491 2,812 2,491 2,491 2,410 2,491 2,410 2,812
Cash paid for marketing expense 36,550 10,950 1,250 1,450 1,250 11,650 12,450 11,150 1,250 12,650 11,950 10,950
Cash paid for interest 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Cash paid for purchase of tool 0 0 0 0 0 0 0 0 0 0 0
Cash paid for tax 0.00 1,617,369.24
Cash paid for interior decoration 0 0 0 0 0 0 0 0 0 0 0 0
Cash paid for purchase of equipment 0 0 0 0 0 0 0 0 0 0 0 0
Cash recevied from loan 0.00 0 0 0 0 0 0 0 0 0 0 0
Cash paid for pricipal paid 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
160
Year 5 1 2 3 4 5 6 7 8 9 10 11 12
Cash paid for rawmeterail 90,695.04 90,709.35 61,459.30 64,193.35 54,915.30 103,555.95 94,461.36 87,155.72 87,153.72 97,076.95 92,471.95 105,975.36
Cash paid for interest 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Cash paid for purchase of tool 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Cash paid for tax 1,900,435.74
Cash paid for interior decoration 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Cash paid for purchase of equipment 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Cash paid for pricipal paid 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
161
5.4 Balance sheet
Year 1 1 2 3 4 5 6 7 8 9 10 11 12
Asset
Current asset
Cash 2,442,364.01 2,273,028.03 2,103,392.04 1,434,356.06 109,878.07 333,866.00 720,556.24 869,283.42 1,165,048.00 1,451,988.83 1,792,020.42 1,436,379.11
Prepaid expense 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00
Total current asset 2,637,364.01 2,468,028.03 2,298,392.04 1,629,356.06 304,878.07 528,866.00 915,556.24 1,064,283.42 1,360,048.00 1,646,988.83 1,987,020.42 1,631,379.11
Plant asset
Equipment and Tool 0.00 0.00 0.00 0.00 1,136,142.00 1,117,011.85 1,097,881.70 1,078,751.55 1,059,621.40 1,040,491.25 1,021,361.10 1,002,230.95
Less Equipment and tool deperciation 0.00 0.00 0.00 0.00 19,130.15 19,130.15 19,130.15 19,130.15 19,130.15 19,130.15 19,130.15 19,130.15
Total Plant asset 0.00 0.00 0.00 0.00 1,117,011.85 1,097,881.70 1,078,751.55 1,059,621.40 1,040,491.25 1,021,361.10 1,002,230.95 983,100.80
Total asset 2,637,364.01 2,468,028.03 2,298,392.04 1,629,356.06 1,421,889.92 1,626,747.70 1,994,307.79 2,123,904.82 2,400,539.25 2,668,349.93 2,989,251.37 2,614,479.91
Liability 67,327.19
Loan 2,933,504.01 2,866,176.83 2,798,008.05 2,728,987.17 2,659,103.52 2,588,346.33 2,516,704.68 2,444,167.50 2,370,723.61 2,296,361.67 2,221,070.20 2,144,837.59
Income tax payable 0.00 0.00 0.00 0.00 0.00 82,684.49 214,445.02 275,085.28 380,108.77 482,760.56 601,618.43 0.00
TotalLiabilty 2,933,504.01 2,866,176.83 2,798,008.05 2,728,987.17 2,659,103.52 2,671,030.82 2,731,149.69 2,719,252.78 2,750,832.38 2,779,122.23 2,822,688.63 2,144,837.59
Equipty
Owner equity 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Net profit and loss -296,140.00 -102,008.80 -101,467.21 -600,015.10 -137,582.49 192,930.48 307,441.23 141,493.95 245,054.82 239,520.84 277,335.03 303,079.58
Accumulate profit/loss -296,140.00 -398,148.80 -499,616.01 -1,099,631.11 -1,237,213.60 -1,044,283.13 -736,841.90 -595,347.95 -350,293.13 -110,772.29 166,562.74 469,642.32
Total equity -296,140.00 -398,148.80 -499,616.01 -1,099,631.11 -1,237,213.60 -1,044,283.13 -736,841.90 -595,347.95 -350,293.13 -110,772.29 166,562.74 469,642.32
Total liability and equity 2,637,364.01 2,468,028.03 2,298,392.04 1,629,356.06 1,421,889.92 1,626,747.70 1,994,307.79 2,123,904.82 2,400,539.25 2,668,349.93 2,989,251.37 2,614,479.91
162
Year 2 1 2 3 4 5 6 7 8 9 10 11 12
Asset
Current asset
Cash 1,679,683.09 1,968,221.77 1,834,272.82 1,900,184.65 1,096,945.56 1,565,596.88 2,166,455.66 2,426,373.43 2,696,272.21 3,121,610.54 3,666,337.34 3,099,298.27
Prepaid expense 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00
Total current asset 1,874,683.09 2,163,221.77 2,029,272.82 2,095,184.65 1,291,945.56 1,760,596.88 2,361,455.66 2,621,373.43 2,891,272.21 3,316,610.54 3,861,337.34 3,294,298.27
Plant asset
Equipment and Tool 983,100.80 963,970.65 944,840.50 925,710.35 1,223,875.20 1,199,456.80 1,175,038.40 1,150,620.00 1,126,201.60 1,101,783.20 1,077,364.80 1,052,946.40
Less Equipment and tool deperciation 19,130.15 19,130.15 19,130.15 19,130.15 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40
Total Plant asset 963,970.65 944,840.50 925,710.35 906,580.20 1,199,456.80 1,175,038.40 1,150,620.00 1,126,201.60 1,101,783.20 1,077,364.80 1,052,946.40 1,028,528.00
Total asset 2,838,653.74 3,108,062.27 2,954,983.17 3,001,764.85 2,491,402.36 2,935,635.28 3,512,075.66 3,747,575.03 3,993,055.41 4,393,975.34 4,914,283.74 4,322,826.27
Liability
Loan 2,067,652.08 1,989,501.74 1,910,374.53 1,830,258.23 1,749,140.47 1,667,008.74 1,583,850.36 1,499,652.51 1,414,402.18 1,328,086.22 1,240,691.31 1,152,203.97
Income tax payable 90,407.80 194,675.46 172,489.90 210,559.29 81,785.87 239,695.27 437,574.89 533,484.06 632,703.27 778,874.04 961,185.03 0.00
TotalLiabilty 2,158,059.88 2,184,177.20 2,082,864.43 2,040,817.52 1,830,926.34 1,906,704.00 2,021,425.26 2,033,136.57 2,047,105.45 2,106,960.26 2,201,876.34 1,152,203.97
Equipty
Owner equity 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Net profit and loss 210,951.54 243,291.20 -51,766.32 88,828.59 -300,471.31 368,455.25 461,719.13 223,788.06 231,511.49 341,065.12 425,392.31 458,214.91
Accumulate profit/loss 680,593.86 923,885.06 872,118.74 960,947.34 660,476.02 1,028,931.27 1,490,650.40 1,714,438.46 1,945,949.96 2,287,015.08 2,712,407.39 3,170,622.30
Total equity 680,593.86 923,885.06 872,118.74 960,947.34 660,476.02 1,028,931.27 1,490,650.40 1,714,438.46 1,945,949.96 2,287,015.08 2,712,407.39 3,170,622.30
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Year 3 1 2 3 4 5 6 7 8 9 10 11 12
Asset
Current asset
Cash 3,664,513.08 4,244,733.81 4,459,779.00 4,761,749.40 4,975,213.58 5,323,992.01 5,775,801.62 6,080,837.49 6,395,799.36 6,773,670.68 7,187,804.72 6,012,302.56
Prepaid expense 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00
Plant asset
Equipment and Tool 1,028,528.00 1,004,109.60 979,691.20 955,272.80 930,854.40 906,436.00 882,017.60 857,599.20 833,180.80 808,762.40 784,344.00 759,925.60
Less Equipment deperciation 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40
Total Plant asset 1,004,109.60 979,691.20 955,272.80 930,854.40 906,436.00 882,017.60 857,599.20 833,180.80 808,762.40 784,344.00 759,925.60 735,507.20
Total asset 4,863,622.68 5,419,425.01 5,610,051.80 5,887,603.80 6,076,649.58 6,401,009.61 6,828,400.82 7,109,018.29 7,399,561.76 7,753,014.68 8,142,730.32 6,942,809.76
Liability
Loan 1,062,610.53 971,897.18 880,049.91 787,054.54 692,896.74 597,561.96 501,035.50 403,302.46 304,347.76 204,156.12 102,712.08 0.00
Income tax payable 189,116.96 383,071.66 467,813.88 578,978.08 663,939.16 789,847.60 947,022.90 1,060,528.06 1,177,377.51 1,313,470.88 1,460,818.78 0.00
TotalLiabilty 1,251,727.49 1,354,968.84 1,347,863.78 1,366,032.63 1,356,835.90 1,387,409.57 1,448,058.41 1,463,830.52 1,481,725.27 1,517,627.00 1,563,530.86 0.00
Equipty
Owner equity 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Net profit and loss 441,272.90 452,560.98 197,731.84 259,383.15 198,242.51 293,786.36 366,742.37 264,845.36 272,648.72 317,551.19 343,811.77 363,610.31
Accumulate profit/loss 3,611,895.20 4,064,456.17 4,262,188.02 4,521,571.17 4,719,813.68 5,013,600.04 5,380,342.41 5,645,187.77 5,917,836.49 6,235,387.69 6,579,199.45 6,942,809.76
Total equity 3,611,895.20 4,064,456.17 4,262,188.02 4,521,571.17 4,719,813.68 5,013,600.04 5,380,342.41 5,645,187.77 5,917,836.49 6,235,387.69 6,579,199.45 6,942,809.76
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Year 4 1 2 3 4 5 6 7 8 9 10 11 12
Asset
Current asset
Cash 6,486,371.50 6,979,976.69 7,203,119.79 7,497,012.71 7,722,981.68 8,281,411.44 8,904,840.12 9,383,506.71 9,872,154.30 10,472,214.06 11,077,627.05 10,073,351.49
Prepaid expense 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00
Plant asset
Equipment 735,507.20 711,574.92 687,642.64 663,710.36 639,778.08 615,845.80 591,913.52 567,981.24 544,048.96 520,116.68 496,184.40 472,252.12
Less Equipment depreciation 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28
Total Plant asset 711,574.92 687,642.64 663,710.36 639,778.08 615,845.80 591,913.52 567,981.24 544,048.96 520,116.68 496,184.40 472,252.12 448,319.84
Total asset 7,392,946.42 7,862,619.33 8,061,830.15 8,331,790.79 8,533,827.48 9,068,324.96 9,667,821.36 10,122,555.67 10,587,270.98 11,163,398.46 11,744,879.17 10,716,671.33
Liability
Load 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Income tax payable 135,041.00 275,942.87 335,706.12 416,694.31 477,305.32 637,654.56 817,503.48 953,923.77 1,093,338.37 1,266,176.61 1,440,620.82 0.00
TotalLiabilty 135,041.00 275,942.87 335,706.12 416,694.31 477,305.32 637,654.56 817,503.48 953,923.77 1,093,338.37 1,266,176.61 1,440,620.82 0.00
Equipy
Owner equity 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Total equity 7,257,905.42 7,586,676.46 7,726,124.04 7,915,096.48 8,056,522.16 8,430,670.40 8,850,317.88 9,168,631.90 9,493,932.62 9,897,221.85 10,304,258.35 10,716,671.33
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Year 5 1 2 3 4 5 6 7 8 9 10 11 12
Asset
Current asset
Cash 10,640,096.90 11,257,509.01 11,595,032.62 12,016,120.50 12,358,552.11 12,971,589.07 13,618,315.09 14,204,352.89 14,800,373.70 15,426,960.66 16,058,933.62 14,794,888.90
Prepaid expense 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00 195,000.00
Plant asset
Equipment 448,319.84 424,387.56 400,455.28 376,523.00 352,590.72 328,658.44 304,726.16 280,793.88 256,861.60 232,929.32 208,997.04 185,064.76
Less Equipment depreciation 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28
Total Plant asset 424,387.56 400,455.28 376,523.00 352,590.72 328,658.44 304,726.16 280,793.88 256,861.60 232,929.32 208,997.04 185,064.76 161,132.48
Total assent 11,259,484.46 11,852,964.29 12,166,555.62 12,563,711.22 12,882,210.55 13,471,315.23 14,094,108.97 14,656,214.49 15,228,303.02 15,830,957.70 16,438,998.38 15,151,021.38
Liability
Load 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Income tax payable 162,843.94 340,887.89 434,965.29 554,111.97 649,661.77 826,393.17 1,013,231.29 1,181,862.95 1,353,489.51 1,534,285.91 1,716,698.12 0.00
Total Liabilty 162,843.94 340,887.89 434,965.29 554,111.97 649,661.77 826,393.17 1,013,231.29 1,181,862.95 1,353,489.51 1,534,285.91 1,716,698.12 0.00
Equity
Owner equipty 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
Total equity 11,096,640.52 11,512,076.40 11,731,590.33 12,009,599.25 12,232,548.78 12,644,922.06 13,080,877.68 13,474,351.54 13,874,813.51 14,296,671.79 14,722,300.27 15,151,021.38
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5.5 Pay back period
Pay back period accumulate profit equal or more than investment cost. Nang Lé Nom is going to payback on third year
Table 5.5: Payback period
Year 1 1 2 3 4 5 6 7 8 9 10 11 12
Profit and loss -296,140.00 -102,008.80 -101,467.21 -600,015.10 -137,582.49 192,930.48 307,441.23 141,493.95 245,054.82 239,520.84 277,335.03 303,079.58
Depreciation 0.00 0.00 0.00 0.00 0.00 10,061.79 10,061.79 10,061.79 10,061.79 10,061.79 10,061.79 10,061.79
Total Cash receive -296,140.00 -102,008.80 -101,467.21 -600,015.10 -137,582.49 202,992.27 317,503.02 151,555.74 255,116.61 249,582.63 287,396.82 313,141.37
Accumulate profit and loss -296,140.00 -398,148.80 -499,616.01 -1,099,631.11 -1,237,213.60 -1,034,221.34 -716,718.32 -565,162.58 -310,045.97 -60,463.34 226,933.48 540,074.85
Investment cost 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00
Refund on capital -5,296,140.00 -5,398,148.80 -5,499,616.01 -6,099,631.11 -6,237,213.60 -6,034,221.34 -5,716,718.32 -5,565,162.58 -5,310,045.97 -5,060,463.34 -4,773,066.52 -4,459,925.15
Year 2 1 2 3 4 5 6 7 8 9 10 11 12
Profit and loss 210,951.54 243,291.20 -51,766.32 88,828.59 -300,471.31 368,455.25 461,719.13 223,788.06 231,511.49 341,065.12 425,392.31 458,214.91
Depreciation 19,130.15 19,130.15 19,130.15 19,130.15 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40
Total Cash receive 230,081.69 262,421.35 -32,636.17 107,958.74 -276,052.91 392,873.65 486,137.53 248,206.46 255,929.89 365,483.52 449,810.71 482,633.31
Accumulate profit and loss 770,156.54 1,032,577.89 999,941.72 1,107,900.47 831,847.55 1,224,721.20 1,710,858.73 1,959,065.19 2,214,995.09 2,580,478.61 3,030,289.32 3,512,922.63
Investment cost 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00
Refund on capital -4,229,843.46 -3,967,422.11 -4,000,058.28 -3,892,099.53 -4,168,152.45 -3,775,278.80 -3,289,141.27 -3,040,934.81 -2,785,004.91 -2,419,521.39 -1,969,710.68 -1,487,077.37
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Year 3 1 2 3 4 5 6 7 8 9 10 11 12
Profit and loss 441,272.90 452,560.98 197,731.84 259,383.15 198,242.51 293,786.36 366,742.37 264,845.36 272,648.72 317,551.19 343,811.77 363,610.31
Depreciation 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40 24,418.40
Total Cash receive 465,691.30 476,979.38 222,150.24 283,801.55 222,660.91 318,204.76 391,160.77 289,263.76 297,067.12 341,969.59 368,230.17 388,028.71
Investment cost 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00
Refund on capital -1,021,386.07 -544,406.70 -322,256.45 -38,454.90 184,206.01 502,410.77 893,571.54 1,182,835.30 1,479,902.42 1,821,872.02 2,190,102.18 2,578,130.89
Year 4 1 2 3 4 5 6 7 8 9 10 11 12
Profit and loss 315,095.66 328,771.04 139,447.57 188,972.45 141,425.68 374,148.23 419,647.48 318,314.02 325,300.72 403,289.23 407,036.49 412,412.98
Depreciation 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28
Investment cost 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00
Refund on capital 2,917,158.83 3,269,862.15 3,433,242.01 3,646,146.73 3,811,504.69 4,209,585.21 4,653,164.97 4,995,411.27 5,344,644.27 5,771,865.78 6,202,834.56 6,639,179.82
Year 5 1 2 3 4 5 6 7 8 9 10 11 12
Profit and loss 379,969.19 415,435.88 219,513.93 278,008.92 222,949.53 412,373.28 435,955.62 393,473.87 400,461.97 421,858.28 425,628.48 428,721.12
Depreciation 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28 23,932.28
Investment cost 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00 5,000,000.00
Refund on capital 7,043,081.29 7,482,449.45 7,725,895.66 8,027,836.86 8,274,718.67 8,711,024.23 9,170,912.13 9,588,318.27 10,012,712.52 10,458,503.08 10,908,063.84 11,360,717.23
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5.6 NPV and IRR

Calculate Net Present Value (NPV) and Internal Rate of Return (IRR) for 5 year
Table 5.6: NPV and IRR
Year Net profit and loss

Interest rate 0.15
0 -3,000,000.00
1 3,109,758.22
2 4,779,512.42
3 8,925,306.85
4 14,134,400.42
5 19,516,426.32
NPV 23,453,193.23
IRR 1.55
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Chapter 6
Risk Analysis
6.1 Risk management analysis

Nang Lé Nom located at Chiang Mai and close to Chiang Mai University. This
business has various competitors both direct and indirect. We will analyze according to the
topic below.
6.1.1Competitor risk
Nang Lé Nom found that they are many competitors in Chiang Mai market and they
also well know in Chiang Mai. We will analyze risk according to the topic below.
6.1.2 External risk

Nang Lé Nom has environment risk that Nang Lé Nom can not control the
situation or can not solve the problem. In addition, this risk also affect to our business, so it is
four type of risk
Politic risk
Chiang Mai political is affect directly from political of, they were protested
their own right. Hence, it will affect to confidential of consumption, however it is better in
the end of the year 2009. Although, Chiang Mai governor do many activity for crate more
confidential of customers.
Social risk
Thai social do not often to drink milk in daily, but nowadays, many research
about benefit of milk had expand in Thailand. Hence, many people will concern more about
drinking milk. In other hand, Chiang Mai is become a second city in Thailand, so many
businesses are establish. It will change human lifestyle that people more serious in their life.
They try to find the place that able to make them relax.
Economic risk
Populations of Chiang Mai have more saving in their account because of

inflate rate is high in each month but we compare with last two years the inflate rate is lower.
This means that habitant behavior; they spend more money compare with last two year.
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Technology risk
Technology is very important to business because in business process technology help

us to add more efficiency in production. Although, technology help us to reduce obsolescing
and able to compete with competitors
6.1.3Internal risk
Risk of Product and Service
Nang Lé Nom has on product because of dairy milk product and service are available
in the market However, customers still need more than just box milk product, so we reduce
the risk via provide full service, good environment and quality product and service.
Risk of Pricing
Nang Lé Nom has of setting price because if we set the price to high,
customers do not have enough power of purchasing. Customers will compare with other
shops that occur in the market. If we set at lower price, it will represent that low quality of
product and service. Hence, we set the price similar to competitor, which we also concern of
cost of raw material and expense in the shop.
Risk to entry the market
The risk to enter the market of Nang Lé Nom is five force model’ for example,
rivalry of competitor, bargaining power of customer, bargaining power of supplier, substitute
product and new entry of competitor. For this reason, we will reduce risk via market study,
competitor analyze and condition of competition.
Risk of employee
Risk of employees is the risk that our employees will not work for us without any
reasons, another word is employees strike. If employees strike, our shop will serve product
and service to customers delay or may be can not do some activities as same as the time in
general situation. We can say that employees strike gives us only negative effect. So, we have
to prevent this problem or this situation before it occur by use following method;
1. Recruit new employees, Human Resort Officer have to do the contract with those
employees. To prevent employees do the thing which might effect to the shop’s image and
171
also this method can help employees in term of let them know their task before work and
their extent of work.
2. The shop will buy the insurance which assure that we will not get lose because of
employees strike reason. The insurance company has responsibility to manage and
takecare our shop situation to be good. We do the contract with insurance company, so, if
situation is bad (employee strike) the company have to pay claim for us.
These 2 methods help us to measure that we will not facing with the risk of employee
that employee might be strike.
Other risk
The risk that occur when we do not predict it; such as, conflagration,
inundation, earthquake, burglary, and business halt. If this situation occurs, who will be
response to situations? So we design to do an Insurance against loss, this will be guarantee
the unpredicted damage.
6.2 Financial risk

Nang Lé Nom has invested in business for 3 millon baht and we borrow of the
investor 100%. The interest rate is 15% per year and pay back in 3 years, so we have to pay
for interest 24.8%. Therefore, Nang Lé Nom responses to the interest rate total from
borrowing show in table below.
Table 6.1: Load payment
Beginning Balance Total payment Interest paid Pricipal paid

Total 3,743,855.478 743,855.478 3,000,000.000
According to table above, the interest rate is a risk of business, so we have to pay all
debt in third year following the agreement with investor.
6.2.1 Risk of sale decrease between 10%, 20%, 30%, 40% and 50%
While the sale of Nang Lé Nom decreases, so the cost will vary to the sale. Therefore,
the price of cost still the same price, also we have to pay interest from borrowing. This will
be affect to profit of and payback period Nang Lé Nom, which we will earn less profit (See in
Appendix page 190-199)
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6.2.1 Risk of sale increase between 10%, 20%, 30%, 40% and 50%
While the sale of Nang Lé Nom increases, so the cost will vary to the sale. Therefore,
the price of cost still the same price, also we have to pay interest from borrowing. This will
be affect to profit and payback period of Nang Lé Nom, which we will earn less profit. (See
in Appendix page 190-199)
173
Chapter 7
Summary
7.1 Project Objectives

This general objective can be divided to 2 specific objectives that would together
achieve that overall goal of the project as follow;
1. Learn about the feasibility for investing the milk and fish spa shop in Chiang Mai.
2. Analyze the feasibility of the milk and fish spa shop such as marketing, processing,
and financing.
7.2 Benefits of Project

1. Know the process, plan and structure when doing business in real situation.
2. The project can apply the knowledge to do business in the real life.
3. Know the problem of situation and the solution when doing business.
4. In able to analyze finance in the real situations.
5. In able to analyze marketing situations.
7.3 History of Business

Milk is a whitish liquid containing proteins, fats, lactose, and various vitamins and
minerals that is produced by the mammary glands of all mature female mammals after they
have given birth and serves as nourishment for their young.
Milk is usually drunk that has more demand than supply, so in the present has
established many milk shops for severe the demand and need of the customer. In Thailand
has many milk shops that they are not common milk shop but they are mixed and matched
with the small restaurant because they have not only fresh milk but they have food and
bakery for severe the customer needs and attract to the satisfy of the customer. Moreover,
they are also making the different about style of design shop and style of service for attract to
become their positioning.
Fish spa is new business that is the most famous business in the present, although this
business has high invests cost but almost people is interested in this because it is high return.
In Thailand are high investments yet because this business just comes that is not a long time.
These are the reasons that why we decided to run this project.
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7.4 Analysis of marketing milk

In 2009, the milk industry is shrinking because of entrepreneur face with high cost of
fresh milk in the country and economic continue drop down that start in half year 2008. This
affect to the price of product, so customers concern on saving. In July 2008, the price of oil
and milk increasing is affected to milk product. In 2009, milk products value will around
32,500 million baht and growth rate of milk products will minus 0-2% compare with 2-3% of
growth rate in 2008. However, the cost of raw material will decrease, but entrepreneurs still
have risk increasing price of fresh milk in the country. The project had start in October until
November 2009, but the government cannot solve the problem immediately. However, the
milk industry in Thailand still growing and fresh milk in industry is not enough to produce
milk product in country. In addition, milk product in Thailand need to open the market to
import milk under condition of world trade agreement and free trade agreement between
Thailand with Australia and Thailand with New Zealand.
In the present milk shop or fresh milk from survey have to power for student and
more shop to popularity of student. That to drink milk it can change behavior of customer.
That to drinking milk and the number of population in Thailand can estimate that in year
2005, Thai people consumed milk about 13.36 kg to person to year. It would higher than in
year 2004 that have consuming about 12.36 kg to person or it was higher be 4.67 percent. The
result from Supplement School Project and Program to engage the people consumed milk
more. However, the rate of consuming milk on Thai people lower than other countries such
as USA people had the rate of consuming about 250 kg to person to year and Asian people
had the rate of consuming about 40 kg to person to year, etc. Addition it would have other
drinking that come in to share market such as soy milk, green tea, vegetable juice, fruit juice,
etc. So Thailand accelerated people in the country to consume milk increasing because milk
has a high nutrition.
175
7.3 Analysis of marketing spa
Thailand’s spa industry continues to evolve with the changing needs of spa clientele,
environmental pressures and economic realities to a focus not far removed from the ancient
purpose of traditional Thai massage and herbal healing techniques — that of restoring well-
being. Most of Thailand’s classic spas, which continue to improve as they age and always get
favorite ratings from readers in the Condé Nast Traveler award lists, date back to the
industry’s early years in the 1990s. Thai spas boomed in 2002, when the industry grew by
nearly two-thirds and achieved a top-five world rating. According to the Intelligent Spas 2002
Thailand Spa Report, Thailand was the second-highest ranked spa destination globally in
2002 with 230 operators servicing 2.6 million international clients and generating revenue of
US$85 million.
Globally, spa tourists give high priority to achieving a pronounced sense of wellness
and getting good value for money. Many also want to enjoy an authentic cultural dimension
with the rituals, special herbs and oils and natural environments. People generally are placing
greater importance on staying healthy and preventing illness. Going to a spa is no longer
regarded as an indulgence but a necessity — part of a prevention regimen, and a way to
rejuvenate and cope with the world. Energy medicine is a world trend embracing Thailand. It
includes reiki, qi gong, chakra balancing, healing touch, acupuncture and magnetic, light and
sound therapies, and focuses on clearing imbalances in the body’s energy field to promote
healing. Environmentally friendly spa facilities are becoming less of a gimmick in Thailand
and more of a way of business as more spa tourists concentrate on reducing both their stress
and their carbon footprints. Superficial green gestures don’t cut it these days. Mindful
spending is another global trend affecting Thailand’s industry. Spa tourists are looking for
value with tangible results in the form of ‘day-captions’ and ‘spa-captions’ to make quality
use of holiday time.
176
7.4 Analysis of marketing milk shop
7.4.1 Milk Club

It is famous shop that having relaxed atmosphere with song for customer feel
happiness. About their product is the famous that it is Prayaojod’s smoothie milk. The owner
of the shop will offer to customer. There are menus to choose for eating and the price is not
expensive. They have adding menu on local foods such as shrimp paste and chili sauce, pork
cracklings, papaya salad, etc. The style shop will bring architecture and art style to mix
together. The shop will sell Art book to attract the customer. The shop has 2 floors, in 2nd
floor it is quite atmosphere. It is own style for everyone who loves architecture and art style.
Milk club serves all target markets which it is all genders and all ages. So about the song
style they provide Indy style and soft rock style for feeling relaxing when the customer came
to serve MilkClub
7.4.2 Milk shop

It located near Central Airport Plaza in Chiang Mai province. The atmosphere in this
shop is relaxing that having a big soft sofa consist with a cold air conditioner. This shop will
serve free Wi-Fi for customer. The price of product is not expensive. Milk shop provides the
modern style mix to classic style together have a good atmosphere and relaxing for enjoy
with them
7.4.3 Nom R-romdee

It located on Aummad Road that near KFC, Baan Pai. It is a good in trend for
everyone whose are families. For it is in trend for the taste and colors of foods and drinking.
The shop offers R-romdee’s refreshment, yumsaraikeawrosdad, ka-reetaroolbon and for the
drinking they offer raw coco and nomsodpookaofai, etc
7.4.4 Mon Nom Sod

It located on Dinsor road that live in Bangkok City Hall. It is a famous shop in
Bangkok. It is many branches such as Chiang Mai branch and Pratumwan princess hotel
branch. Mon Nom Sod is the shop that sells fresh milk, coffee, and Bread with Sung Ka Ya
which it has opened for more than 40 years since year 1964 to the present. It began to be
wheel-chair selling fresh milk, coffee, and breads to people who live in Bangkok City Hall.
The famous menu it is fresh milk and bread with chocolate. The special menu of this shop is
bread with chocolate. Adding they will have homemade ice-cream to attract the customer that
having many tastes such as coconut cream, taro, durian, etc
177
7.4.5 Puang sod

It is a new coffee shop that having slogan as following; you can see this notice, it will
have the delicious and every glasses will make from real fresh milk. It can expand the
branches continuously and have more 300 branches in the present. Puang Sod Shop will
cover to find the equipments, supply chain, raw material with being consultant for people
who are looking to do a small business that it can do together with their work. The shop they
provide training for practical about technique to making drinking, technique to selling consist
with preparing the raw material for selling milk.( www.thaifranchisecenter.com)
7.4.6 Fremmy Milk & Whipping Cream

It is the milk shop to response from market in the high level and having to
expand the branches continuously. The shop will sell fresh milk and bread with Sung Ka Ya.
About the shop, it begins to create a branch by using the nickname of Fremmy. It creates to
sell from a week-end market then change to sell franchise and improve it continuously. About
the product, they have smoothy fresh milk for 23 tastes and coffee have 7 tastes and using
whipping cream to create the delicious for their product and it is the positioning of them.
7.5 Problem of marketing

1. The milk shop business as Nang Le’ Nom milk shop will face with both external
and internal problem.
2. Because of Nang Le’ Nom milk shop is very new in the market, so, it quite difficult
to being in customer’s awareness. Also we have not too much capital to spend in marketing
effort to attract customers.
3. There are many number of milk shop in Chiang Mai which is our direct
competitors.
4. Customers loyalty is the one of our problem that we have to push high effort to
attract our target market. For example, customers who loyalty with Milk Garden Shop will go
only Milk Garden and they will think that shop is the best for them without let other shop or
new shop go into their mind.
5. We can not use the taste to be our competitive advantage because each people
aware different of their favorite taste, someone might like sweet flavor but another will not.
So, we can not effort in taste marketing.
178
7.6 Technical Feasibility Study
7.6.1 Location
Location of our shop is an important for select to decision making to locate by we

consider the factors as following:
- facility
- line of traffic
- convenience for easy to see
So we choose to locate this location. The location is near the customer and easy to
access for customer. Around this location it will have dormitory of student in Chiang Mai
University, condo, market and the place shopping. This located has the more customers it can
attractive for customer because this locate is on the main street and landmark for student in
Chiang Mai and Sati CMU School. This location easy to accessibility for convince to service
for customer.
7.6.2 Lay out
Finally, Nang Le’ Nom has two floor for server both product and service
Figure 7.1: First floor format
179
• The second Floor
Figure 7.2: Second floor format
7.7 Investment cost
- Interior decoration
Table 7.1: Interior decoration
Year 1
Total 624,000
Year 2
Total 624,000
180
- Equipment
Table 7.2: Equipment
Year 1
Equipment
1 Car 1 494,000 494,000
2 Sofa 8 15,000 120,000
3 Air condition 12876 BTU 2 42,900 85,800
4 Refrigerator 10.5 Q 1 21,500 21,500
5 Juicer/blender combination 1 2,990 2,990
6 Blender 2 3,190 6,380
7 Micro wave 1 5,990 5,990
8 Toaster 2 1,090 2,180
9 Sandwich maker 2 990 1,980
10 Waffle maker 1 1,090 1,090
11 Coffee machine (small size) 1 7,900 7,900
12 Grind coffee machine 1 3,400 3,400
13 Oven 1 16,990 16,990
14 Television 42 inch 2 34,990 69,980
15 Telephon 1 990 990
16 Home Threater 1 12,990 12,990
17 Cash register 1 4,990 4,990
18 Deep fyer 1 1,890 1,890
Total 1,086,040.00
Year 2
Equipment
1 Sofa 5 15,000 75,000
Total 300,000.00
181
- Tool
Table 7.3: Tool
Year 1
Tool
3 Pan 38 cm 1 525 525
4 Milk Pot 32*32 cm 1 2,295 2,295
5 Chop knife 2 259 518
6 Fruit knife 4.5" 3 27 81
7 Knife 7" 3 95 285
8 Shapfen knife iron 3 145 435
9 Cutting bord 9*13 2 127 254
10 Ladle size M 3 49 147
11 Ladle size L 2 59 118
12 Fried turner size S 3 89 267
13 Fried turner size M 3 149 447
14 Colander 20cms 2 109 218
15 Dipper size L 3 139 417
16 Skimmer 2 85 170
18 Stainless spoons and forks 100 15 1,500
20 Stainless furit fork 100 10 1,000
21 Plate 9" 100 15 1,500
22 Glass Plate 6.25" 100 12 1,200
23 Blow 6" 100 25 2,500
24 Spoons and forks box 4 89 356
25 Glass 610 ml 100 30 3,000
26 Glass 14oz 100 24 2,400
27 Glass 9oz. 100 10 1,000
28 Glass 2.2oz. 20 4 80
31 Milk jug 50 55 2,750
32 Glass jug 2 165 330
33 Hot plate 5 59 295
34 Fruit Tray 2 139 278
35 Knife keeper 2 79 158
36 Meat hammer 1 97 97
37 Tissue paper box 10 89 890
38 Straw box 2 299 598
182
39 Textile for hot stuff 5 79 395

40 Stainless tong 5 25 125
41 Tong for sizzle plate 3 35 105
42 Cake tong 2 55 110
43 Ice tong 5 35 175
44 White round sieve 24.7*23*10 cms 3 49 147
45 White round sieve 31*29.5*12.5 cms 3 59 177
46 Round galss jar with glass lid 18*24.5 cms 8 129 1,032
47 Mortar 6" 1 239 239
48 Can-openner 2 189 378
49 Wipping cream bottle 1 239 239
50 Cake server 1 39 39
51 Wire whisk 3 69 207
52 Cake tray box 2 165 330
55 Cake tray 10*13*1.5 inch 1 130 130
56 Cake tray 13*18*1 inch 1 177 177
57 Paddle cake 5 15 75
58 Plastic masuring cup 16oz 2 39 78
59 Plastic masuring spoons set 1 89 89
60 Sauce bottle 260 ml. 30 29 870
61 Cleaner tower 12 8 96
62 Basin 5L 5 125 625
63 Iron gass stand 1 169 169
64 Ice bucket 200L 1 3,500 3,500
65 Stainless Dust bin 8 189 1,512
66 Dust bin 24*30 cms. 2 235 470
67 Dust bin 120L 1 1615 1,615
68 Swab 1 169 169
69 Swab bucket 1 429 429
70 Brush for restroom 1 89 89
71 Jumbo tissue paper roll box 2 390 780
72 Dust keeper 1 129 129
73 Broom 2 25 50
74 Apron 15 79 1,185
Total 50,102
183
Administration cost
- Rent fee
Nang Lé Nom has to pay 65,000 baht per month.
- Salary
Chef: Chef responds for refreshment product, we will hire for 1 person.
Chef assistant: Chef Assistant helps Chef to prepare material for cooking, we will hire one
person
Baristas: Baristas usually make in milk product line, we will hire 2 persons.
Shop assistant: Employees who are take care all of customer and provide service to
customers. The cost of worker in a day is 19 per hour and in evening is 20 baht per hour. Fist
year, we will hire 8 person; 4 person in a day start work from 10:00 a.m. to 16.00 p.m. and 4
person in evening start work from 16.00 p.m. to 11.00 p.m. However, we expand the shop to
the top floor, so we will hire two more persons. The lowest period will reduce two time of
employee during March to May.
Fish spa expertise: Persons who provide a service in spa sector especially clear customer’s
feet because fishes are sensitive to Chemical. We will hire 1 employee in the beginning year
and hire one more person in second year.
Electricity
The cost per unit of electricity is 2.978 baht, cost of FT is 0.9255 per unit, and VAT
7% of cost of electricity plus cost of FT. Nang Lé Nom start operates on June, we will use
1,845 units and increase and decrease according to the sale.
Water supply cost
The cost per unit of water supply is 0.9 baht, service fee 30 baht per month, and
VAT 7% of cost. We will use for 2,756 units on June.
184
Telephone cost and internet fee
Telephone cost we will use for support internet, so we pay only the service fee for 100
baht per month. However, the internet cost per month is 790 baht.
Garbage cost
According the rule of Chiang Mai Municipality that every household should pay 40
baht per month
Fish spa service fee
Fish spa service fee is cost 25,000 baht per year, but on the beginning year is cost
only 12,500 baht for half year.
Label fee
Nang Lé Nom label has size 40*50 square centimeters. Label fee is cost 40 baht per
square centimeter and pay on April in every year.
Insurance against loss
The insurance preserve for standard of Insurance against loss; such as, conflagration,
inundation, earthquake, burglary and damage from electric appliance, also provide more
preserve include of the broken of label, insurance response from employer, insurance
response from outsider, insurance response for renter and occupant and , insurance response
of business halt for 30 days
Car act fee
The Car act fee has to pay every year for 646 baht at Provincial Department of
Transportation.
Automobile tax
Automobile tax has to pay every year for 990 baht at Provincial Department of
Transportation.
185
Other expense
Other expense; such as, dishwashing liquid, clean water surface, Knitting liquid cleaner
detergent and etc, so this cost will be 0.5% of sale forecast and ship up or ship down
according to seasoning.
7.8 Financial analysis

From the possibility financial estimation, it let us know about the expense or
investment of this business. For example it has office equipment expenditure, production
equipment expenditure, marketing expenses which are facility, raw material, and salary.
These expenses can divide into 2 types; fixed cost and variable cost. When we analyze the
financial of business we can know that our business have increase or decrease of income in
each months. Such decrease or increase of income depends on seasonal pf product but sale
profit increase since year 1 to year 3 but in year 4 our sale will decrease and then it increase
again in year 5 because in 3rd year our product are well known in the market but the end of 3rd
year and the beginning of 4th year sale will decrease because there are many competitors to
compete with us. In 5th year our sale increases because we will develop the existing product
and produce a new one to attract our customer. So although sale will increase but we still to
use for increase of cost. Our business can’t payback from investment to do business into1
year adding interest rate will have high rate for 12% that we must pay back into 3 years but
our business can pay back the loan into 2nd year of doing business. We can pay back the loan
before schedule to appointment for pay a debt to bank.
7. 9 Risk Analysis Summary

There are 2 main risks which we will concern; Risk management analysis and
Financial risk. For Risk management analysis we talk about competitors risk that we have a
lot of competitors but they are not the strong competitors. About external risk—we talk about
PEST analysis (Political, Economic, Social, and Technology)—each factor affect our
business but not much because we already set some barrier for any competition. Another is
internal risk contain of price and how to enter to market because we are the newest milk shop
that aim to compete with favorite milk shop in Chiang Mai. It is quite difficult to build the
name to be famous and also about the price, we can’t set high price than competitor because
we are the new and customers will think that the cheaper-the lower quality.
For Financial risk analysis, it almost about interest rate because about sales we can
control but the interest is still stable until we can pay all of money that we have loan.
186
PROJECT FEASIBILITY STUDY AND EVALUATION: REFERENCE
Reference
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http://www.positioningmag.com/prnews/prnews.aspx?id=77795#ixzz0fnfEO0FX
POSITIONING : PR NEWS : REPORTS/RATINGSRead more: Under Creative
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http://www.swu.ac.th/royal/book5/b5c3t2_1.html
• $#
%! &' (ก!! !(Center smart for food.) (online2009) : Available:
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(online2009) : Available : http://www.dld.go.th/doc/schoolm4.html, [2009,December
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http://arohtelp.blogspot.com/2008/04/pancake-bread.html, [Sunday, April 6, 2008 ]
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• ราน Mister Pas Food & Bar(online 2009) : Available:

http://images.google.co.th/imgres?imgurl=http://www.whoweeklymagazine.com/file-
lib/picmedia/image/left., [20 December 2009]
• Khonnesiwa by Preecha Saprasri, Example of business plan O-smile fresh milk.
(online 2009) : Available: http://khonnesiwa.blogspot.com/2008/09/o-smile.html ,

[2008,Septerber 2008]
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http://www.teddycoffee.com/index.php, [23 September 2008]
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/ &' 0(!ก
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http://www.teearoy.com/?module=res_all&act=detail&pro=009&id=68&name=%C1
%B9%B5%EC%B9%C1%CA%B4_%E0%AA%D5%C2%A7%E3%CB%C1%E8,
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188
PROJECT FEASIBILITY STUDY AND EVALUATION: APPENDIX
Appendix
Internal interior
189
Profit and loss decrease in sale 10% (Year 1-5)
-40% Year1 Year2 Year3 Year4 Year5

Revenues 2,500,533.81 4,606,740.16 5,164,495.36 5,140,301.35 5,829,439.15
Cost of good sold
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 1,029,823.35
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 2,105,791.17 3,824,864.52 4,220,906.77 4,234,303.57 4,769,405.81
Less Expenses 0.00
Marketing expense 46,850.00 123,500.00 123,500.00 123,500.00 123,500.00
Administration expense 1,312,981.10 1,762,795.79 1,762,795.79 1,859,252.97 1,910,225.42
Pre-operating cost 42,000.00
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
EBITDA 79,960.08 1,314,568.73 2,334,610.98 2,251,550.60 2,735,680.38
Depreciation expense 153,041.20 259,541.44 293,020.80 287,187.36 287,187.36
Profit before
-73,081.12 1,055,027.29 2,041,590.18 1,964,363.24 2,448,493.02
Interest and Tax
Interest(12%) 392,789.42 255,318.20 95,747.86 0.00 0.00
Profit before Tax -465,870.54 799,709.09 1,945,842.32 1,964,363.24 2,448,493.02
Tax (30%) -139,761.16 1,157,562.85 1,616,651.77 1,617,369.24 1,900,435.74
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
190
Pay back period decrease in sale 10% % (Year 1-5)
-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Total Cash receive -38,922.02 -70,666.40 616,377.91 634,181.36 835,244.65
Accumulate profit and loss -38,922.02 -109,588.42 506,789.49 1,140,970.85 1,976,215.50
Investment cost 3,000,000.00 3,000,000.00 5,000,000.00 3,000,000.00 5,000,000.00
Refund on capital -3,038,922.02 -3,109,588.42 -4,493,210.51 -1,859,029.15 -3,023,784.50

Revenues 2,500,533.81 4,606,740.16 5,164,495.36 5,140,301.35 5,829,439.15
Cost of good sold
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 1,029,823.35
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 2,105,791.17 3,824,864.52 4,220,906.77 4,234,303.57 4,769,405.81
Less Expenses 0.00
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
EBITDA 79,960.08 1,314,568.73 2,334,610.98 2,251,550.60 2,735,680.38
Profit before
-73,081.12 1,055,027.29 2,041,590.18 1,964,363.24 2,448,493.02
Interest and Tax
Interest(12%) 392,789.42 255,318.20 95,747.86 0.00 0.00
Tax (30%) -139,761.16 1,157,562.85 1,616,651.77 1,617,369.24 1,900,435.74
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Pay back period decrease in sale 20% (Year 1-5)
-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Investment cost 3,000,000.00 3,000,000.00 5,000,000.00 3,000,000.00 5,000,000.00
191

Revenues 2,500,533.81 4,606,740.16 5,164,495.36 5,140,301.35 5,829,439.15
Cost of good sold
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 1,029,823.35
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 2,105,791.17 3,824,864.52 4,220,906.77 4,234,303.57 4,769,405.81
Less Expenses 0.00
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
EBITDA 79,960.08 1,314,568.73 2,334,610.98 2,251,550.60 2,735,680.38
Profit before
-73,081.12 1,055,027.29 2,041,590.18 1,964,363.24 2,448,493.02
Interest and Tax
Interest(12%) 392,789.42 255,318.20 95,747.86 0.00 0.00
Tax (30%) -139,761.16 1,157,562.85 1,616,651.77 1,617,369.24 1,900,435.74
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Investment cost 3,000,000.00 3,000,000.00 5,000,000.00 3,000,000.00 5,000,000.00
192

Revenues 2,500,533.81 4,606,740.16 5,164,495.36 5,140,301.35 5,829,439.15
Cost of good sold
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 1,029,823.35
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 2,105,791.17 3,824,864.52 4,220,906.77 4,234,303.57 4,769,405.81
Less Expenses 0.00
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
EBITDA 79,960.08 1,314,568.73 2,334,610.98 2,251,550.60 2,735,680.38
Profit before
-73,081.12 1,055,027.29 2,041,590.18 1,964,363.24 2,448,493.02
Interest and Tax
Interest(12%) 392,789.42 255,318.20 95,747.86 0.00 0.00
Tax (30%) -139,761.16 1,157,562.85 1,616,651.77 1,617,369.24 1,900,435.74
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Investment cost 3,000,000.00 3,000,000.00 5,000,000.00 3,000,000.00 5,000,000.00
193

Revenues 2,083,778.17 3,838,950.13 4,303,746.14 4,283,584.46 4,857,865.96
Cost of good sold
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 1,029,823.35
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 1,689,035.54 3,057,074.49 3,360,157.54 3,377,586.68 3,797,832.61
Less Expenses 0.00
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
EBITDA -336,795.56 546,778.70 1,473,861.75 1,394,833.71 1,764,107.19
Profit before
-489,836.76 287,237.26 1,180,840.95 1,107,646.35 1,476,919.83
Interest and Tax
Interest(12%) 392,789.42 255,318.20 95,747.86 0.00 0.00
Tax (30%) -264,787.85 1,157,562.85 1,616,651.77 1,617,369.24 1,900,435.74
Profit and loss -617,838.32 -1,125,643.79 -531,558.68 -509,722.89 -423,515.91
-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Investment cost 3,000,000.00 3,000,000.00 5,000,000.00 3,000,000.00 5,000,000.00
194
Profit and loss increase in sale 10% (Year 1-5)

Revenues 2,500,533.81 4,606,740.16 5,164,495.36 5,140,301.35 5,829,439.15
Cost of good sold
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 1,029,823.35
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 2,105,791.17 3,824,864.52 4,220,906.77 4,234,303.57 4,769,405.81
Less Expenses 0.00
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
EBITDA 79,960.08 1,314,568.73 2,334,610.98 2,251,550.60 2,735,680.38
Profit before
-73,081.12 1,055,027.29 2,041,590.18 1,964,363.24 2,448,493.02
Interest and Tax
Interest(12%) 392,789.42 255,318.20 95,747.86 0.00 0.00
Tax (30%) -139,761.16 1,157,562.85 1,616,651.77 1,617,369.24 1,900,435.74
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Pay back period increase in sale 10% (Year 1-5)
-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Investment cost 3,000,000.00 3,000,000.00 5,000,000.00 3,000,000.00 5,000,000.00
195

Revenues 2,500,533.81 4,606,740.16 5,164,495.36 5,140,301.35 5,829,439.15
Cost of good sold
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 1,029,823.35
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 2,105,791.17 3,824,864.52 4,220,906.77 4,234,303.57 4,769,405.81
Less Expenses 0.00
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
EBITDA 79,960.08 1,314,568.73 2,334,610.98 2,251,550.60 2,735,680.38
Profit before
-73,081.12 1,055,027.29 2,041,590.18 1,964,363.24 2,448,493.02
Interest and Tax
Interest(12%) 392,789.42 255,318.20 95,747.86 0.00 0.00
Tax (30%) -139,761.16 1,157,562.85 1,616,651.77 1,617,369.24 1,900,435.74
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Investment cost 3,000,000.00 3,000,000.00 5,000,000.00 3,000,000.00 5,000,000.00
196

Revenues 2,500,533.81 4,606,740.16 5,164,495.36 5,140,301.35 5,829,439.15
Cost of good sold
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 1,029,823.35
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 2,105,791.17 3,824,864.52 4,220,906.77 4,234,303.57 4,769,405.81
Less Expenses 0.00
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
EBITDA 79,960.08 1,314,568.73 2,334,610.98 2,251,550.60 2,735,680.38
Profit before
-73,081.12 1,055,027.29 2,041,590.18 1,964,363.24 2,448,493.02
Interest and Tax
Interest(12%) 392,789.42 255,318.20 95,747.86 0.00 0.00
Tax (30%) -139,761.16 1,157,562.85 1,616,651.77 1,617,369.24 1,900,435.74
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Investment cost 3,000,000.00 3,000,000.00 5,000,000.00 3,000,000.00 5,000,000.00
197

Revenues 2,500,533.81 4,606,740.16 5,164,495.36 5,140,301.35 5,829,439.15
Cost of good sold
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 1,029,823.35
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 2,105,791.17 3,824,864.52 4,220,906.77 4,234,303.57 4,769,405.81
Less Expenses 0.00
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
EBITDA 79,960.08 1,314,568.73 2,334,610.98 2,251,550.60 2,735,680.38
Profit before
-73,081.12 1,055,027.29 2,041,590.18 1,964,363.24 2,448,493.02
Interest and Tax
Interest(12%) 392,789.42 255,318.20 95,747.86 0.00 0.00
Tax (30%) -139,761.16 1,157,562.85 1,616,651.77 1,617,369.24 1,900,435.74
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Investment cost 3,000,000.00 3,000,000.00 5,000,000.00 3,000,000.00 5,000,000.00
198

Revenues 2,500,533.81 4,606,740.16 5,164,495.36 5,140,301.35 5,829,439.15
Cost of good sold
Raw meterail 373,611.63 751,665.64 913,378.59 875,787.78 1,029,823.35
Overhead 21,131.00 30,210.00 30,210.00 30,210.00 30,210.00
Gross margin 2,105,791.17 3,824,864.52 4,220,906.77 4,234,303.57 4,769,405.81
Less Expenses 0.00
Total expense 2,025,831.10 2,510,295.79 1,886,295.79 1,982,752.97 2,033,725.42
EBITDA 79,960.08 1,314,568.73 2,334,610.98 2,251,550.60 2,735,680.38
Profit before
-73,081.12 1,055,027.29 2,041,590.18 1,964,363.24 2,448,493.02
Interest and Tax
Interest(12%) 392,789.42 255,318.20 95,747.86 0.00 0.00
Tax (30%) -139,761.16 1,157,562.85 1,616,651.77 1,617,369.24 1,900,435.74
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
-40% 1 2 3 4 5
Profit and loss -326,109.38 -357,853.76 329,190.55 346,994.00 548,057.29
Depreciation 287,187.36 287,187.36 287,187.36 287,187.36 287,187.36
Investment cost 3,000,000.00 3,000,000.00 5,000,000.00 3,000,000.00 5,000,000.00
199
Company:
Pattana Project, Suthep Road, Moo 14 Soi Moo Barn Mai Lang More Chore,
50200

Nang Le&#39; Nom Company

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Nang Lé Nom

Nang Lé Nom Company

Hameeda Sriwichai Accounting/Financial Manager

Nungruthai Totansombut Human Resource Manager

Priyanuch Phongpakdeesakul General Manage

Ruttiya Wonglungka Operation Manager

Sukumal Pattamasevee Marketing Manager

Chapter 2 Industry Profile .............................................................................................6

Chapter 3 Marketing Feasibility Study .......................................................................24

3.4.3 Calculation ............................................................................................................................... 58

Chapter 4 Technical Feasibility Study .......................................................................64

Chapter 5 Financial Analysis ....................................................................................150

Chapter 6 Risk Analysis .............................................................................................170

Chapter 7 Summary ...................................................................................................174

Figure 2.1: Milk club ........................................................................................................ 6

Figure 2.2: Milk shop ....................................................................................................... 7

Figure 2.3: Nom R-romdee............................................................................................... 7

Figure 2.4: Mon Nom Sod ................................................................................................ 8

Figure 2.5: Puang sod ....................................................................................................... 9

Figure 2.6: Fremmy Milk & Whipping Cream................................................................. 9

Figure 3.1: Inflation rate 2009 ........................................................................................ 24

Figure 3.2: Milk Garden shop ........................................................................................ 28

Figure 3.3: Milk Zone shop ............................................................................................ 29

Figure 3.4: Fish Spa @ Rin Kham Market ..................................................................... 32

Figure 3.5: Dr. Fish @ Nimmanhemin ........................................................................... 32

Figure 3.6: Fish Spa @ the ring ...................................................................................... 32

Figure 3.7: Number of student in Chiang Mai City........................................................ 41

Figure 3.8: Nang Lé Nom’s position .............................................................................. 48

Figure 4.1: Milk product ................................................................................................. 64

Figure 4.2: Arabica seed ................................................................................................. 65

Figure 4.3: Espresso product .......................................................................................... 66

Figure 4.4: Cappuccino product ..................................................................................... 66

Figure 4.5: Latte product ................................................................................................ 67

Figure 4.6: Coffee mocha ............................................................................................... 67

Figure 4.7: Chocolate and Coco menus .......................................................................... 68

Figure 4.8: Fruity menu .................................................................................................. 68

Figure 4.9: Ka nhom puang yan menu ........................................................................... 70

Figure 4.10: Ka nhom puang yan menu ......................................................................... 71

Figure 4.11: Fish spa ...................................................................................................... 71

Figure 4.12: Watermelon juice ....................................................................................... 76

Figure 4.13: Banana juice ............................................................................................... 76

Figure 4.14: Orange juice ............................................................................................... 77

Figure 4.15: Pineapple juice ........................................................................................... 78

Figure 4.16: Raspberry juice .......................................................................................... 79

Figure 4.17: Watermelon Smoothies .............................................................................. 80

Figure 4.18: Blueberry Smoothies .................................................................................. 81

Figure 4.19: Raspberry Smoothies ................................................................................. 82

Figure 4.20: Strawberry Smoothies ................................................................................ 83

Figure 4.21: Fry Dumpling menu ................................................................................... 84

Figure 4.22: Fry Dumpling menu ................................................................................... 85

Figure 4.23: Tem pura menu .......................................................................................... 85

Figure 4.24: Fry Hot dog menu ...................................................................................... 86

Figure 4.25: Vegetable Sprit roll menu .......................................................................... 87

Figure 4.26: Moo Tod Sa Lonk menu ............................................................................ 88

Figure 4.27: Nong Nang Hum Sabai menu .................................................................... 89

Figure 4.28: Ka num puang nah moo menu ................................................................... 89

Figure 4.29: Kaew Sa menu .......................................................................................... 91

Figure 4.30: French Fries menu...................................................................................... 92

Figure 4.31: Nacket menu .............................................................................................. 93

Figure 4.32: Brownie menu ............................................................................................ 94

Figure 4.33: Pancake menu ............................................................................................ 95

Figure 4.34: Waffle menu............................................................................................... 96

Figure 4.35: Bread with yam menu ................................................................................ 97

Figure 4.36: Bread with condensed milk menu .............................................................. 98

Nang Le' Nom Company

Nang Le' Nom Company