BACHELOR OF BUSINESS ADMINISTRATION (HONS)

ENTREPRENEURSHIP
(BA233)

ENTREPRENEURIAL INNOVATION AND TECHNOLOGY (ENT 622)

FEASIBILITY REPORT

GROUP: BA233 5L
PREPARED BY:

Ahmad Adli Bin Ahmad Asri (2021470626)

Iqbal Bin Amir Hamzah (2021849118)
Muhammad Nur Hazran Bin Muhamed Ali (2021846678)
Noor Haikal Bin Noor Hakimi (2021474318)

PREPARED FOR:
DR. EHSAN FANSUREE BIN. MOHD SURIN
 TABLE OF CONTENT

ACKNOWLEDGMENT i

EXECUTIVE SUMMARY ii

1. INTRODUCTION
1.1 Background Of Study 1
1.2 Purpose Of Study 1
1.3 Problem Statement 2

2. LITERATURE REVIEW
2.1 Strength 3
2.2 Issue 3
2.3 Benefit 3
2.4 Material 4
2.5 Innovation 4
2.6 Weakness 4

3. FINDINGS AND DISCUSSION

3.1 Finding 5-8
3.2 Discussion 9

4. REFERENCES 10
 ACKNOWLEDGEMENT

This work would not have been possible without the permission of Allah S.W.T. We are
all grateful for his blessings and mercy that made us come this far in the journey of as a student.
Then, we would like to express our thankfulness to Universiti Teknologi Mara (UiTM)
Cawangan Puncak Alam, Selangor for giving us the opportunity for us to study and conduct this
assignment this short semester.

Next, our deepest gratitude to, Dr. Ehsan Fansuree Bin. Mohd Surin, our respected
lecturer of ResEntrepreneurial Innovation and Technology (Ent 622). Thank you for giving us the
opportunity to learn this subject and the continuous support in completing the whole assignment.
Not to forget, our heartfelt thanks to our family who have been providing mental, emotional, and
moral support especially during the semester

Lastly, a million thank you to each groupmate that have been involved in completing this
assignment. By working together, completing parts that have been assigned on time have really
made the journey possible.
 EXECUTIVE SUMMARY

In Malaysia, 14 million tons of waste were disposed of in 2022, that’s almost 40,000 tons
per day. This includes the metal waste from ammo boxes that has been thrown after the
ammunition were used. Not a surprise as the main purpose of the box was to safely keep the
ammunition while in storage. If not solved, this problem will keep growing as the ammunition is
important for defending the country.

On the other hand, coffee is an evergreen industry that has been existing in the world
since the 15th century. It was, still and will be relevant in the future as it has its own target
market. From a daily coffee consumer to the coffee enthusiast up to nature lover, our product will
fulfill the gap that has been emptied for years.

Combining these two factors, we have come out with a solution that will fulfill the
demand and solve the environmental problem without PortCoff+. A durable, compact, and
minimalist portable coffee set that uses the ammo box toughness to its best to make it a perfect
set for extreme environments. By utilizing the wasted ammo box as the main body of our product
to serve the huge industry, we know that PortCoff+ has a huge potential down the road. Sit back
as we explain the innovation and discovery behind PortCoff+ in the case study.
 1. INTRODUCTION

1.1 BACKGROUND OF STUDY

The coffee industry has been a pioneer in beverages and manuscripts since the 15th
century. There were a variety of coffee choices that always fit the market towards its consumer.
Nowadays, coffee has a current trend and keeps innovating in different ways. For instance,
there are consumers who prefer to have coffee at a café, at home, outdoors, and even make it
on their own. Taking a sip of coffee based on our personal preferences has always been a factor
why it keeps strong in the market in different segments. The rapid growth of the coffee industry
was endless, due to its endless demand. The purchasing power was also the key factor in the
rapid growth of the industry with continuous innovation.

Looking into the trends and problem-solving, our group has come up with the idea of
creating a coffee box for coffee lovers who love to keep their personal touch of freshly made
product quality. PortCoff+ is a portable coffee station, where freshly made coffee can be made
anytime anywhere. This is due to its compact and robustness for indoor and outdoor use. The
product is focusing on its minimalist design, where the grass root of the design is antique.
Moreover, the product also upholds the environment and cares for nature, where the design
does not relate to any chemical substitute elements. By creating this Portcoff, it is a great
portability for coffee lovers since the idea of making coffee anytime and anywhere is very
pleasing for the consumer.

1.2 PURPOSE OF STUDY

The objective of the study is to develop fresh instant coffee made by a consumer’s
personal touch to fulfill the current customer's problem and convert it into trends opportunities
for us to develop new innovative ideas. The following objectives are:

i) To design a portable coffee station that is applicable to use in any circumstance.

ii) To ensure freshly made products with a complete compact minimalist use.
iii) To fulfill the quality of product with the same home-made quality.
iv) To enhance the awareness of friendly environmental product use.

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 1.3 PROBLEM STATEMENT

As mentioned in an early report, there were numerous coffee choices available in the
market. People were also aware of how to make a cup of coffee, however, the making of the
coffee itself has become the topic of discussion. Getting the exact quality of your self-made
coffee requires a complete set of materials before the product. The process of making it is also
affected without complete materials. People are aware of how to make their favorite coffee but
they cannot enjoy it anytime or anywhere.

This is why a proper simple minimalist coffee-making kit is a huge solution for coffee
lovers. Bringing materials for coffee making need a proper replacement without affecting
spaces, and compatibility in distribution. PortCoff+is designated in ammunition boxes, which
is built to withstand rough handling and protect the item in it. The box has labels and markings
indicating the type of ammunition they contain. Looking into the durability, Portcoff was
designed to be waterproof or water-resistant and are often recycled as scrap metal. We received
the used box from the distributor or scrap shop and tripped the paint off by using a sand blasting
machine, repainting the box and labels.

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 2. LITERATURE REVIEW

2.1 STRENGTH

For a portable coffee station, the storage size is perfect for it. While maintaining a
minimalist and aesthetic look, it delivers great performance like no other. Originally, the
ammunition box was used specifically for storing and transporting ammunition. Ammo boxes
are made with strong materials such as lead and steel. The reason behind the material is to
protect the content. They are designed with a rubber gasket to keep water out and airtight seal
to keep other contaminants away from going inside.

On the competition side, there is only one type of product in the market. The brand,
STANLEY, provides a lunch box made out of tin to store coffee equipment. The Classic Lunch
Box holds two camping cups, one tumbler, kettle, propane gas and mini stove attachment.
However, the price point is at RM299, making it hard for low incomers to buy such products.

Great personality in every single product. Unlike other products, our product has an
identity for its exterior is covered with mild dents and scratches, showing its past service in
military training and battlefields. The design, materials, and presentation of the PortCoff+
contribute to its identity. The quality of the product aligns with the brand's image, target
audience, and product positioning, creating a cohesive and appealing visual representation.

2.2 ISSUE

Global issues of waste have been haunting us from day one. From air pollution to the
issue of recycling, a lot of our resources are not reused to their full potential. A lot of our waste
products are not allocated into the making of new products, making more and more scraps
every year. Ammunition box is known for its single purpose, to store ammunition and to keep
it safe from water and other contaminants.
However, these boxes are not reused as new metal is used to make new boxes, to store
new ammunition. This is a huge issue as the used ammo boxes are thrown to scrap yards and
laid to rest for months waiting to be renewed.

2.3 BENEFIT

PortCoff+ is the only local brand that competes in the international market in this
particular segment. Functionality and portability is the main benefit of this product. The
convenience and flexibility allows for greater convenience and flexibility in how and where a
product or device can be used. Portable kits such as this enable users to access coffee related
goods quickly and perform brewing in different locations at any moment. This flexibility
enhances productivity, efficiency, and the ability to stay connected.

Other than that, portable coffee stations play a crucial role in emergency situations. Portable
coffee kit allows coffee lovers to pack quickly for any unprecedented event such as a last
minute planning party, rushing from places or even having great coffee late at night while cafes

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are closed. These portable solutions enable rapid response, immediate access to critical
supplies, and the ability to provide assistance or relief services in challenging circumstances.

2.4 MATERIAL

Not all ammo boxes are metal. Materials like wood and corrugated fiberboard have
been used as a method of storing ammunition. Usually, ammo boxes are made of metal and
labeled with caliber, quantity, and manufacturing date or lot number. A rubber sealant is used
in the linings of the lid to protect the content from moisture damage. We are intrigued by these
features and wanted to give a new life to these boxes as its character is robust, water and dust
proof.

2.5 INNOVATION

The innovation behind this product by using sustainable materials to eliminate our
competitor for using new sources of material. By increasing environmental awareness and
individual responsibility, our innovations have focused on using sustainable and eco-friendly
materials. Our PortCoff+ boxes are made from materials such as recycled metal and rubber to
reduce reliance on disposable options, promoting reusable and environmentally conscious
choices.

2.6 WEAKNESSES

One of the weaknesses is that the innovative version is heavy, making it harder to go
around camping or hiking. An empty ammo box varies in sizes, usually weights 2 to 4 kgs.
Various sizes of ammunition boxes are available in the market but no research has been done
towards the best size that is suitable for all events.

Ammo boxes have a fixed storage capacity, and once filled, they may not accommodate
additional things. This limitation can be problematic if there is a need to transport or store a
large quantity of coffee beans or any other related equipment. While the lunch box offers a
spacious interior, it lacks dedicated compartments or dividers for better organization. If you
prefer to keep different food items separated, you might need to use additional containers or
packaging.

The PortCoff+, Portable Coffee Station is not dishwasher-safe and requires manual
cleaning. This might be inconvenient for individuals who prefer the convenience of dishwasher
cleaning or those without access to running water. On the other hand, the size of this box is
unsuitable for dishwashers as it is considered as an appliance.

The ProCoff+ Portable Coffee Station has a traditional design and limited
customization options in terms of colors or patterns. If you prefer more personalized or
aesthetically diverse lunch containers, this might be a drawback. However, we are keen on
delivering different colors of the product in the future, to give choices for our customers.

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 3. FINDING AND DISCUSSION

3.1 FINDING

We believe that people have begun exploring deeper into life and many people are
discovering what kind of activities they enjoy which are something new that can satisfy their
need to be connected, not just with people but also with their surroundings. With the gradual
relaxation of SOPs in Malaysia, many people are now living to seize the day, taking up new
hobbies or investing in experiences that had previously been put on the backburner of to-do
lists. The growing popularity of outdoor activities like glamping and traveling appears to
support this, highlighting the human desire for connection, whether with others, nature, or
oneself particularly for the sake of our mental health. Relating to this finding, coffee drinking
culture is related to these outdoor activities because some people become psychologically
dependent on coffee as a part of connecting with people they care about and make it
subconsciously an emotional and social dependency. As time progressed, we have seen a shift
in coffee consumption in Malaysia, which can be attributed largely to the younger generation
and their desire for a more western lifestyle. By contrast, Malaysia's younger generation is
obsessed with all things fancy, especially when it comes to coffee.

Demand of aesthetic

One of the most important components in marketing is aesthetic value. Pretty or

beautiful things may create value to potential buyers that will influence their purchasing
behavior. Not just that, having a unique and prestigious design will have an impact on the price
sensitivity of customers, where they are less likely to change products if there’s any substitute
product as long as they see the value that the brand brings. (Mumcu, Y. & Kimzan, H. S. 2015)

“A picture is worth a thousand words” best describes the marketing related to the
aesthetic value. Visual is an important component in marketing whether it's picture or video.
According to the Cisco data, 82% of internet traffic comes from video traffic alone by the end
of 2022. This is because the visual is important in branding and storytelling and does have a
huge impact on marketing campaigns especially through social media such as Instagram and
TikTok. Prospects are usually more convinced to buy a product when there is actual testimony
from other customers. Even better, aesthetic value increases the chance to attract the eye of
friends and family to start asking about the product, then there will be word of mouth concept
of marketing which will be better as friends’ recommendation is the best form of marketing.
(Georgiadis, 2022)

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Environmentally friendly

According to Bernama (2022), the rate of waste disposal is worrying based on the
statistics in 2022 where as many as 14 million tons of waste were disposed per year which is
almost 40,000 tan per day. This is a huge concern as the population will be expected to grow
as much as 2.4% or 600,000 people per year. Thus, it will increase the original number.

To make things worse, in 2021, only 31.52% of waste was being recycled which is far
less then expected after 21 years of the 3R campaign (Recycle, Reduce and Reuse) being
introduced in 2000. The target was to get 40% of waste recycled by 2025. However, this
number was said to be impossible if there is no crucial action taken within the 3 years left, said
Prof Madya Dr Haliza Abdul Rahman to Bernama.

Taking this into consideration and personal survey at Pasar Karat Perak, there were
many ammos boxes made from highly durable metal that were sold at only RM50 per box.
When asked, the boxes came from a military base nearby. To our surprise, the ammo boxes
were usually disposed of as the ammo were transported to the base and used, therefore more
batches will be on their way thus more metal waste will be disposed of. This contributes to the
alarming number of waste disposal per year. Looking at this issue from the entrepreneur’s
perspective, this is a golden opportunity to grab as there is a surplus of supply.

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Consumption of coffee

Figure 1 depicts a statistical analysis of Malaysian coffee consumption from 2013 to

2022 (forecast), indicating that coffee consumption has increased from 635 thousand 60kg
coffee bags in 2020 to 800 thousand 60kg coffee bags in 2021 and 2022 (Statista, 2021). The
primary goal of the study was to determine the trend of coffee consumption in Malaysia, with
the secondary goal of investigating consumers' perceptions of drinking coffee and initiatives
being made to preserve the Malaysian coffee industry.

Glamping

Figure 2: Total glamping revenue in Malaysia from 2017- 2027

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 Figure 2 illustrates a statistical analysis of glamping revenue in Malaysia from 2017 to
2027 (forecast), showing that glamping revenue is expected to reach €5.33m in 2023. Revenue
is expected to grow at a 3.60% annual rate (CAGR 2023-2027), which will lead to a market
volume of €6.14m by 2027. By 2027, the number of users in the glamping segment is expected
to reach 64.22k, with online sales contributing to 61% of total revenue.

Traveling

Figure 3: Total tourist arrivals and total expenditure in Malaysia from January to December
2023

Figure 3 illustrates a statistical analysis of tourist arrival in Malaysia from January 2023
to December 2023 (forecast), showing that total tourist expenditure revenue is expected to
reach RM 28,228.3 million in 2023. Total tourist arrival for the year 2023 is 10,070,964
million.

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DISCUSSION

Based on the above related finding, we have witnessed a rise in the consumption of
coffee in Malaysia, which can be linked largely to younger generations and their pull towards
a more western way of life as time passed. Due to Malaysia's bustling cities, uniquely tropical
sea-meets-jungle terrain, and coastal areas, we have also seen an increase in glamping and
travel-related activities. As coffee drinking culture is applicable to these outdoor activities due
to its benefits such as decreasing the effects of tiredness or flying lag, we believe that PortCoff
can revolutionize the coffee station industry by producing the first local coffee station brand
that offers recycled ideas from ammunition boxes.

As there are only one brand in the industry selling the same substitute good which is
coffee station, it would not be so difficult compete in the market and we are determining to
make PortCoff+ brand a success story in Malaysia as the first local coffee station brand that
upholds environmentalism idea that is ingeniously built not just to improve their coffee
consumption experience, but also to ensure that they can lessen the environmental crisis.
Related to that, the rise in coffee consumption in Malaysia has been attributed to a variety of
factors, including urbanization and hectic schedules, and it is safe to say that consuming coffee
is now a way of life for many younger Malaysians. Hence, we believe that PortCoff Coffee
Station can pique the interest of all those who believe in the purity of environmentalism and
care for nature.

Despite the technological revolution that led to the development of innovative methods
such as automatic coffee machine grinders, some coffee lovers still tend to go with the
conventional type, as they love to grind their coffee manually and filter it using filter paper.
Manual grind coffee has also been extremely prevalent in Malaysia in recent years, with
products preferred by young people as they are easy to make once mastered and other low-
income groups because they are cheaper than using a machine. Hence, PortCoff are in our final
process of research and development to produce coffee equipment made from recyclable
materials which are affordable and can fit perfectly in our coffee station box.

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REFERENCES

Mumcu, Y. & Kimzan, H. S. (2015). The Effect of Visual Product Aesthetic on Consumers’
Price Sensitivity. ScienceDirect, 26 (2015), 528 – 534. https://doi.org/10.1016/S2212-
5671(15)00883-7

Georgiadis, C. (2022, December 7). Visual Marketing: The Power Of Images & Videos For
Promoting Your Brand. Forbes.
https://www.forbes.com/sites/forbesagencycouncil/2022/12/07/visual-marketing-the-power-
of-images--videos-for-promoting-your-brand/?sh=18f603797875

n.a. (2022, March 13). Amalan kitar semula masih rendah halangan capai sasaran 40 peratus
menjelang 2025. Awani.

https://www.astroawani.com/berita-malaysia/amalan-kitar-semula-masih-rendah-halangan-
capai-sasaran-40-peratus-menjelang-2025-351459

Bernama, H. (2022, January 9). - coffee drinking culture in Malaysia. BERNAMA.

https://www.bernama.com/en/thoughts/news.php?id=2115384
Malaysia tourism statistics in brief. Tourism Malaysia Corporate Site. (n.d.).
https://www.tourism.gov.my/statistics
Camping - Malaysia: Statista market forecast. Statista. (n.d.).
https://www.statista.com/outlook/mmo/travel-tourism/camping/malaysia#analyst-opinion

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