UiTM CAMPUS PUNCAK ALAM

FACULTY OF BUSINESS AND MANAGEMENT

(SEMESTER MAC 2020 – JULY 2020)

BACHELOR IN OFFICE SYSTEMS MANAGEMENT (HONS) (BA232)

INNOVATIVE THINKING STRATEGY

(ASM657)

TOPIC:
INNOVATION IDEATION AND ACTIONS OF FOOD

PREPARED BY:
NAME STUDENT ID
FARISYA NADIA BT ZAINAL ABIDIN 2018693814
NURSHAHADAH BINTI RADZUAN 2018425574
SHAHIRAH BINTI MOHAMED NOOR 2018265148

PREPARED FOR:
DR. ERNE SUZILA KASSIM

CLASS:
BA2325A

SUBMISSION DATE:
3rd JULY 2020
Final Assessment: Innovation Ideation and Actions of Food

Dream and Gripe Session (The Dreams and Stories)

The Person The Dream How Might We...
1. I wish to consume healthy 1. How might we eat nutritious
food in my diet. food in order to grow in a
healthy way
2. I wish I could taste a
different kind of food all 2. How might we create a range
across the world. of diverse flavors across the
world

Nor Shafiqqa Binti Shafie

A student
1. I wish I could eat whatever 1. How might we eat a variety of
I want by using food food without need to go to the
delivery. restaurant or café

2. I wish Malay cuisine will 2. How might we market a

be famous all around the variety of Malay cuisine
world. around the world

Nurul Syafiqah
Business woman
1. I wish that I have an own 1. How might we sell a variety
restaurant. of food and can taste it
without paying.
2. I wish that I have a fruit
farm. 2. How might we eat and sell a
variety of fruits without
buying

Suriyanti Hisyam
A housewife
The Project Plan
The Dream End Goals Constraints Indicator of Success
I wish to consume 1. Eat lots of fruit and 1. Do not have the 1. Stay hydrated.
healthy food in my vegetables. motivation for an 2. Avoid getting over
diet. 2. Cut down on overhaul. hungry.
saturated fat and 2. Hard to avoiding 3. Always take a
sugar. eat unhealthy breakfast.
3. Get active and be a snacks.
healthy weight. 3. Addicted to sugar.
I wish I could taste 1. Discover foods that 1. Lack of money. 1. Try at home new
a different kind of have never tried dishes.
food all across the before. 2. Experiencing new
world. 2. Going to a new flavors.
country and trying 3. Make a book as a
new dishes. guide to learn new
dishes.
I wish I could eat 1. All type of food can 1. Some places do 1. Try to consider and
whatever I want by be distribute in many not have food make delivery in
using food places. delivery especially every places include
delivery. 2. Can eat the food in in rural areas. rural areas.
everywhere and at 2. A bit harder to 2. Get more people to
any time. start the delivery work as a deliverer.
services. 3. All restaurant need to
have delivery service.
I wish Malay 1. There are many 1. Hard to see and 1. Make some of Malay
cuisine will be tourists will visit taste the food in cuisine viral in social
famous all around Malaysia. other country. media.
the world. 2. Malaysia well-known 2. Other cuisines are 2. Try to market the
as a delicious food. more famous. food in some country.
3. People all around the
world will try the
recipe.
I wish that I have 1. Can increase income 1. Need a lot of 1. Keep self-motivate
an own restaurant or side income capital 2. Dare to risk
2. Get more experience 2. Lack of self- 3. Learn more about
3. Can expand the confidence and restaurant marketing
business further unable to take tactics
4. Attract more risks
customers 3. Negative vibes
from others
4. A lot of
competitors
I wish that I have a 1. Being a great and 1. Lack of motivation 1. Keep self-motivate
fruit farm successful fruit 2. Lazy and not 2. Learn more about
farmer confidence agriculture
2. Generate more
income
3. Expert about farming
4. More likely to rear a
family and thereby
promote the future
welfare of the nation
Write a Brief
The Dream Brief Challenge
I wish to consume A healthy lifestyle needed is starting to consume healthy food. This will keep us
healthy food in my healthy and fit. Thus, we ought to start drinking at least two liters of water every
diet. day. Moreover, try cutting down on the consumption of sugar. Furthermore, we
must always eat fresh vegetables and fruits. It will improve the quality of our life
and keep all the illnesses away.
I wish I could taste a Our world consists of different types of cultures and varieties of dishes of food
different kind of food in them. Thus, all the dishes have different tastes. So, we can enhance the taste
all across the world. of these dishes at home if we do not have enough money to travel.
I wish I could eat Food delivery is already known in urban areas and not in the rural areas. Food
whatever I want by delivery is very helpful and easy to people who are busy with their work or who
using food delivery. just wants to dine at home. In rural areas, it is difficult to have the food delivery
services because of the population in rural areas are less than in urban areas. It
will affect the profit or loss by doing this services.
I wish Malay cuisine Malay cuisine refers to food from Malaysia, Singapore, Brunei, Indonesia,
will be famous all Mindanao and Southern Thailand. It is within these areas that food enthusiasts will
around the world. find some of the most interesting and complex flavors in the world. Everyone have
different tastes according to their country or ethnicity. For example, in western
countries they do not eat spicy food. So that, it will be hard to make they eat Malay
cuisine. To make they try it will need to make some changes of the recipe.
I wish that I have an Restaurant is very important in the lives of each of us, many of us resort to eat in
own restaurant restaurants because of the delay outside the home or the need to renew the routine
of daily life and taste a new food. However, to have an own restaurant might face
many challenges. One of it is not enough capital to open it. This is because there
many things to do such as need to consider the purchase, licenses, permits and so
on.
I wish that I have a A farmer is one of the most important members of society and in our world
fruit farm consists of different types of agriculture include fruit farming. Fruit farming,
growing of fruit crops, primarily for use as human food. Even though fruit farming
is very important but it also have some challenge in order to build it such as lazy
and not confidence and some of people think it is very intricate to handle a farm.

Review the Challenge

The Dream Thoughts, Constraints, Need to Rewrite The Challenge?
Barriers How Might We…
I wish to consume 1. Lack of motivation. How might we eat healthy meals and stick to
healthy food in my diet. 2. Unhealthy eating habits. nutrition goals in order to grow in a healthy
way
I wish I could taste a 1. Do not have enough money How might we create a range of diverse
different kind of food all to travel the world flavors across the world in order to taste
across the world. varieties of cultures food
I wish I could eat 1. Food delivery services that How might we order some of the food by
whatever I want by not support in rural areas. using food delivery service without need to
using food delivery. 2. Need more capital to have go outside
the delivery services.
I wish Malay cuisine 1. Hard to make other country How might we market a variety of Malay
will be famous all try to taste the Malay cuisine to get a place in everyone’s taste all
around the world. cuisine. around the world
2. The others cuisines are more
famous and already
acceptable in some country.
I wish that I have an 1. Lack of capital because How might we sell a variety of delicious food
own restaurant need a big capital and can taste it without paying
2. Low self-confidence and
cannot bear the risk
3. Not get support from others
who say that business is
easily bankrupt
4. Faced more competitors
I wish that I have a fruit 1. Do not have a motivation in How might we eat and sell a variety of fruits
farm order to being successful without buying at the fruit’s stalls
person
2. Lazy and not confidence
because afraid to face and
handle risks
Chosen Dream: I wish that I have an own Restaurant

Dream and Gripe Session (The Dreams and Stories)

The Person The Dream How Might We...
1. I wish that I have an own 1. How might we sell a variety
restaurant. of food and can taste it
without paying.
2. I wish that I have a fruit
farm. 2. How might we eat and sell a
variety of fruits without
buying

Suriyanti Hisyam
A housewife

The Project Plan

The Dream End Goals Constraints Indicator of Success
I wish that I have 1. Can increase income 1. Need a lot of 1. Keep self-motivate
an own restaurant or side income capital 2. Dare to risk
2. Get more experience 2. Lack of self- 3. Learn more about
3. Can expand the confidence and restaurant marketing
business further unable to take tactics
4. Attract more risks
customers 3. Negative vibes
from others
4. A lot of
competitors
I wish that I have a 1. Being a great and 1. Lack of motivation 1. Keep self-motivate
fruit farm successful fruit 2. Lazy and not 2. Learn more about
farmer confidence agriculture
2. Generate more
income
3. Expert about farming
4. More likely to rear a
family and thereby
promote the future
welfare of the nation

Write a Brief
The Dream Brief Challenge
I wish that I have Restaurant is very important in the lives of each of us, many of us resort to eat in
an own restaurant restaurants because of the delay outside the home or the need to renew the routine
of daily life and taste a new food. However, to have an own restaurant might face
many challenges. One of it is not enough capital to open it. This is because there
many things to do such as need to consider the purchase, licenses, permits and so
on.
I wish that I have a A farmer is one of the most important members of society and in our world
fruit farm consists of different types of agriculture include fruit farming. Fruit farming,
growing of fruit crops, primarily for use as human food. Even though fruit farming
is very important but it also have some challenge in order to build it such as lazy
and not confidence and some of people think it is very intricate to handle a farm.
Review the Challenge
The Dream Thoughts, Constraints, Need to Rewrite The Challenge?
Barriers How Might We…
I wish that I have an own 1. Lack of capital because How might we sell a variety of
restaurant need a big capital delicious food and can taste it without
2. low self-confidence and paying
cannot bear the risk
3. Not get support from
others who say that
business is easily bankrupt
4. Faced more competitors
I wish that I have a fruit farm 1. Do not have a motivation How might we eat and sell a variety of
in order to being fruits without buying at the fruit’s stalls
successful person
2. Lazy and not confidence
because afraid to face and
handle risks

The Persona
Demographic Profile
Age  Between 18 to 50 years old
 60 years old and above

Education  Sijil Pelajaran Malaysia (SPM)

 Diploma
 Bachelor of Degree
 Master/PhD

Marital status  Single

 Married

Gender  Male
 Female

Living with  Family

 Alone
 Friends
 User Description Who the Users are

Attitude, habit, values, behavior: Based on the user identification, we conclude

1. Do you know how to order in online Based on user identification, we can conclude
apps? that there is a mixed group of target customers
2. Do you have online bank in? come from various backgrounds. They have a
3. What types of payment method do good understanding of how to use apps for online
you prefer? orders. Most of the customers recommended
4. Do you have any smartphones? providing a membership when register to the
5. What types of food you like to eat? apps. Thus, they will get any benefits offered.
6. Are you digitally competent? Additionally, majority of them are competent
7. Did you prefer food delivery or walk with technology. By this action, our customers
in to the restaurant? easy to use the apps and feel more convenient to
8. Are there any suggestion of range make a payment. Last but not least, they are
price that you recommend? interested in having a service like food delivery
9. Would you recommend for open a as well as walk into the restaurant.
reservation?
10. What theme do you prefer from our
restaurant?
11. Are there any food or drink you like
to see on our menu?
12. Do you think we should offer a
membership benefits?
13. What types of benefit do you suggest?
Concept Visualization: Chillout

Affordable price register via email Simple and quiet easy to choose menu

Barcode can make customer know

about dish’s ingredients, step how it There is an options for customer to
made and videos that educate on the self-pickup, delivery or dine in.
background of the meal

Bring your own food containers for Easy and convenient to make a
ordering through the restaurant payment via online banking

Chillout accepts the following items:

Ordering Self-pickup

Delivery Reservation
Designing User Scenario: Chillout

Name of the Idea/Concept

Chillout App

Concept Description

 Basically, Chillout is an app offers convenience that enabling customers to place order from
our restaurant. It brings everything customers want or crave right to their door. Chillout
serves a portion of quality western food at affordable prices. Also, provide friendly
environment to those walk into our restaurant.

 The difference of Chill Out Restaurant from others is customers able to make order by their
self at anytime and anywhere.

 Once customers registered in this app, they will automatically be a membership and can get
special benefits from us. Then, they will feel enjoyable with promotions, discounts,
vouchers, and points.

 Provide variety types of payment which are online banking and cash. For the online banking
can directly makes it easy, fast, and more convenient while for the cash can be used for
people who do not have an online banking or not expect through that.

Sketch Register as a
membership or order
as a guest

Trace the order for Fill up details if you

delivery register

Chillout
Get a receipt and no App Receive number of
of order to pickup membership via email

Make payment by Choose a menu to

online banking order

Select options to
delivery, self pickup,
dining or bring own
food containers
 How does it work?

Faster Easy

Convenient Safe time

What opportunities does the concept address? Who does it involve?

 Self-order by app in your own smartphone can show that it is

easy and fast to order instead of ordering in the restaurant.

 Self-ordering systems can save time without need to line up.

 Simple and easy apps can make people easier and convenient to
order their food at any time.

 As western food is famous among us, therefore we can create

new ways of ordering food in the restaurant to society.

 Self-ordering system can reduce costs since there is has a

delivery.

Rapid Prototyping: Chillout App

Users: Target Customers Customer applying as a membership

Chillout User Interface Restaurant keep all the customer

information

Notified the customer via Chillout app

Register/ Select Made a Delivery/ Trace

Self-Pickup/ Registration successful
Guest Menu Payment Order
Dine in
Business Model Canvas: Chillout App

Key Partner Key Activities Value Proposition Customer Segments

Idea supported by: 1. Develop app 1. Convenient app 1. People who do not
Service company 2. Advertising 2. No restriction order wish to go out to
Private organization policy restaurants
3. Selling
2. People who want to
4. Offered promotion 3. Efficient online
order food online and
Financed by: and voucher payment system want to get it delivered
SME 5. Hiring delivery 4. Offered benefits 3. Include household,
Startup Scheme providers 5. Affordable price college students,
(SUPERB) 6. Managing payment 6. Different payment person with career and
process methods Gen z
Strategic Partner: 7. No minimum order
Universiti Teknologi requirement
MARA Key Resources 8. Feeling grateful Market Strategy
lead to one goal
1. Administration 1. Social media
team 2. Social influencer
2. App development Improve people 3. Public relations
team lifestyle 4. Poster/banner/flyers
3. Network and 5. Website
coordination team
4. Saving offered
5. Delivery providers
6. Technology

Costs Revenue Streams

1. Salary for employees 1. Delivery charges

2. Operation and maintenance charges 2. Commissions
3. Marketing/advertising costs 3. Advertising
4. Cost overhead
5. Costs of app development
 Affordable price Simple and quiet
register via email easy to choose Options for customer
menu to self-pickup,
delivery or dine in.

Easy and convenient

to make a payment Barcode can make
via online banking customer know about
dish’s ingredients, step how
it made and videos that
educate on the
background of the meal
Bring your own food
containers

Ordering
Reservation
T

Take away
Delivery