Background

Slated to be opened in the fourth quarter of 2019, the S$3.2 billion Paya Lebar Quarter (PLQ) will be the newest addition in transforming the Paya Lebar Central precinct into a vibrant business and lifestyle hub. Adjacent to the Paya Lebar MRT interchange, PLQ will serve an estimated working population of about 22,000 within a seven-minute walk and more than one million residents in the area.

The four-hectare mixed-use development comprises of three office towers (PLQ Workplace), three residential towers with 429 apartments (Park Place Residences @ PLQ) and a retail complex with over 200 shops covering 340,000 square feet of retail space (PLQ Mall).

A uniqueness of Paya Lebar Quarter is that it is the first in Singapore to be awarded the WELL Core and Shell Certification issued by the International WELL Building Institute (IWBI). The WELL Building Standard (WELL) is the world’s first building standard focused exclusively on promoting the overall well-being, health and productivity of occupants (www.wellcertified.com). The integrated development will have a wellness theme with 100,000 square feet of green public spaces and a 20,000 square feet covered event space outside the mall. There will also be a 6m-wide cycling trail and pedestrian pathway within the development that will link to the Sims Avenue park connector.

You are considering obtaining a franchise as a way to start a business. An advantage of established franchises is the strong brand-name appeal that is backed by a proven track record. Coupled with the training and guidance provided by the franchisor, the chances of success are higher. The Franchising and Licensing Association (FLA) Singapore offers details of the various franchises available in Singapore (www.flasingapore.org)

4 Marketing Plan (3 pages) 7 marks

4.1 Product(s)/Service(s) of the Franchise

4.2 Pricing Strategy

4.3 Promotional Activities

5 Organisation / Management Design (1 page) 4 marks

5.1 Personnel Requirements and Perceived Gaps

5.2 Legal Responsibilities and Obligations of the Franchisee

6 Financial Analysis (6 pages) *challenge question* 18 marks

6.1 Projection of Financial Statements for 3 years

6.1.1 Income Statement

(1st year on Monthly Basis; 2nd to 3rd year on Quarterly Basis

6.1.2 Cash Flow Statement (Quarterly Basis)

6.1.3 Balance Sheet (Yearly Basis)

6.2 Break-even Analysis using the Graphical Method

7 Investment Proposal (3 pages) 9 marks

7.1 Capital Requirement: Amount, Proportion and Sources (Debt and Equity)

7.2 Expected Financial Returns: Valuation, NPV and IRR

(Assume: Cost of Debt = 4%; Cost of Equity = 10%; Corporate Tax Rate = 17%)

7.3

Total Capital Required from Angel Investors & Percentage Shareholding Offered

8 Critical Risks (1 page) 4 marks

8.1 Potential Obstacles and Risks

8.2 Alternative Courses of Action

income statement, cashflow and balance sheet to be from excel