Fei Fei Crab & Shun De Cuisine (FFC 4)
Min Target MYR 3,000,000
Min Equity 40.00%


Minimum Investment Amount
MYR 5,000.00


Industry Overview


Market Size/Trend

The Food and Beverage (F&B) sector has a market size of US$6 billion and a growth rate of 7%-10%. Malaysia, over the last decade, has earned itself a reputation of becoming a food lover's haven and this is due to the wide variety of exotic cuisine available which are derived from the country's diverse ethnicities and its corresponding cultural composition.

 

Malaysia's population is young with almost half of the population (c. 45%) under 25 in 2015. Additionally, the Food and Beverage spending is expected to increase at a constant rate of 7% until 2020. This trend is a good investment opportunity for the country to increase its dynamism.

 

Therefore, as we offer delicious foods at reasonable prices, Fei Fei Crab is well positioned to tap on this market opportunity.



Business Model

FFC 4 Sdn Bhd focuses on the dining experience of each guest. With VIP rooms that associate with Karaoke and one dedicated waiter, FFC 4 Sdn Bhd strive to bring out the exquisite dining experience, allow guests to come for food and stay for a good time. Both Signature Fei Fei Crab and Shun De Cuisine are subsidiaries of So Good (Global) Berhad and is also a platform for aspiring F&B entrepreneurs and culinary lovers to work together to provide treasured taste moments to customers that appreciate high quality, affordable dining experiences.


Signature Fei Fei Crab Sdn Bhd and So Good (Global) Bhd had signed a license agreement for trade name and logo with N.K Tan, founder of FFC who invented numerous recipes to have exclusivity to So Good (Global) Bhd. FFC 4 Sdn Bhd will be acquiring Sri Petaling Signature Fei Fei Crab outlet and Shun De Cuisine. The purchase consideration includes including the any licenses and tenancies sign and undertaking to transfer the rights of the Businesses to the company upon request.

 

Awards won under SFFC includes: -

1. International Prestige Brand Award

2. SME Entrepreneurship Business Award

3. China - ASEAN Top Business Award

4. World Top Gourmet Awards

5. Golden Bull Award

 

The Shun De cuisine is the most well-known cuisine in the Chinese community. In fact, in China, they say, "Eating is in Shun De." Cantonese people are known to be quite particular and have high expectations about their food. All the vegetables, poultry, and ingredients have to be fresh. The timing on the cooking is very crucial. Dishes must not be overcooked, and the texture of the food has to be just right with the freshness and tenderness still remaining. For this reason, Shun De food is very popular. Soup is also essential in Shun De cuisine. It consists of different ingredients and herbs and is boiled to a rich and tasty soup before it is served. There are many kinds of soup and each soup has its own function or purpose. China women believe that "to win a man's heart, she must first learn how to cook a good pot of soup."

 

Shun De Cuisine committed to the unwavering principle and picks out the best from Chinese cuisine. We offered various best and fresh live seafood. Customers who dined at Shun De enjoyed the fusion of the modern Shun De cuisines and the traditional one.

With combined the Chinese traditional dining culture and the modern cuisine, summarizing a dining culture which helps fulfill a wide variety of customers’ needs. Shun De management represents the contemporary operation system and a spirit of advancement, offering customers the outstanding services and cuisines. Shun De adapted an efficient mechanism to maintain the high-quality supervision.

Fei Fei Crab’s outlets in Klang Valley:-


Note: Currently, 3 more outlets are still under renovation and there will be 15 outlets under our Fei Fei Crab family by end of this year


Unique Selling Points & Competitor Analysis

Most Chinese restaurant with VIP Room is design to serve occasional dining such as birthday celebration, gathering and many more. Which by nature the dining frequency will be lower than casual dining. Therefore for restaurant with VIP room setup usually serve with higher price point and also offer wedding package. Whereby FFC 4 (Both Signature FFC and Shun De Cuisine) is in the unique spot where its price is affordable enough to encourage casual dining, yet VIP room setup is exquisite enough to promote occasional dining. This allows us to capture bigger market with the same operational flow.





Business Traction

FFC 4 which consist of Sri Petaling Signature Fei Fei Crab and Sri Petaling Shun De Cuisine have strong growing revenue as below:-



Funding Objective


Fundraising amount: Minimum: RM 3,000,000

Use of proceeds:



30% on Branding + Marketing



30% on Operation & Maintenance


40% on Expansion


Strategic marketing campaign to increase revenue


Uphold or even elevate our service quality to enhance general dining experience



Expansion in general as a brand to strengthen our Group's exit proposition




Management Team 



Jason Teo

(Executive Director)


Jason Teo is an accomplished corporate executive with years of experience in cross border businesses.  He started his career at Impressions Corporate & PR Consultants (Australia), subsequently moved to the UK and Singapore, and finally relocated back to Malaysia.  Currently he sits on the board of several private limited and public companies in Malaysia.

 


Tan Sue Lynn

(Operation Director)


Sue Lynn is the epitome of service leadership with 25 industrious years of experience in various service industries, including being the Director of Corporate Development of a world-renowned institution, Limkokwing University. She is driven by her passion to bring joy to others through acts of service, such as her love to cook and serve others.

 

It was not a surprise that she decided to shift her focus to the F&B industry three years ago. She first established a modern Japanese fish market, and followed on with her recent appointment as Director of Operations for the fastest growing seafood chain restaurant in Malaysia, Fei Fei Crab. Sue Lynn continues to serve strategically on the board of directors in several Malaysian SMEs, including serving as a strategic business consultant of 8MAD Group and wellness platform, HealthLand Capital.   

 

As a mother of three, Sue Lynn is an inspiration to many women who dream of making an impact in the community whilst balancing family and self-care.




Corporate Information at Glance 


Name of company: FFC 4 Sdn Bhd

Registration number: 201901016857 (1326185-W)

Date of incorporation: 10 May 2019

Registered address: Suite A, 1010 Block B, Phileo Damansara II, No.15, Jalan 16/11, Off Jalan Damansara, 46350 Petaling Jaya, Selangor.

Business address: No.1-2, Jalan Kuchai Maju 1/116B, Kuchai Entrepreneurs Park, Jalan Kuchai Lama 58200 Kuala Lumpur.

Company Secretary: CHS Corporate Management SDN BHD

Auditor: CWC & ENG PLT (LLP0014706-LCA)

Website URL: https://www.facebook.com/SignatureFeiFeiCrab/




FFC 4 Sdn Bhd offers Redeemable Convertible Preference Shares ("RCPS") with voting rights to all the potential investors through CrowdPlus.asia platform. The RCPS offer biannual interest at the rate of 12 % per annum on the Subscription Price for 3 years.

 


Features of Redeemable Convertible Preference Shares ("RCPS")

DESCRIPTION

RCPS issued at the subscription price of RM 1.00 each together with biannual interest rate of 12% p.a. for 3 years commencing from the date of subscription ("Maturity Period")

CONVERSION & REDEMPTION BY INVESTORS

Within 5 working days from the expiry of the Maturity Period, the holders of RCPS shall be:-

(i)  Entitled to require the Issuer to redeem each RCPS at the Subscription Price; or

(ii)   In the case of an IPO having been approved for the Issuer or the Existing Shareholder (in either case, the "IPO  Company"), entitled to require the Issuer or the Issuer to procure that the Existing Shareholder, as the case may be, buy all the RCPS and in return, the Investors shall be allotted new ordinary shares worth RM 2 in issuance in the IPO Company for each RCPS held subject to rounding up or down at the discretion of the Issuer should there be shares in decimal numbers.

CONVERSION & REDEMPTION BY THE ISSUER OR EXISTING SHAREHOLDER

In the case of an IPO having been approved for the Issuer or the Existing Shareholder (in either case, the "IPO  Company") on or before the expiry of the Maturity Period, the Issuer shall be entitled to buy all the RCPS held by the Investors and in return, the Investors shall be allotted new ordinary shares worth RM2 in issuance in the IPO Company for each RCPS held subject to rounding up or down at the discretion of the Issuer should there be shares in decimal numbers.

Any RCPS that remains un-converted or un-redeemed 3 months after the expiry of the Maturity Period shall be mandatorily converted into ordinary shares of the Issuer on a 1 RCPS for 1 ordinary share basis.

LIMITED LIABILITY

Yes

LIQUIDATION RIGHTS


In the event of liquidation, the RCPS holder shall be entitled to receive one time (x1) the Subscription Price of its shares in preference to the holders of ordinary shares. Any surplus funds and/ or assets of the Issuer after payment to the Investors which are legally available for distribution shall be distributed to the holders of the ordinary shares of the Issuer.

PRE-EMPTIVE RIGHTS/ RIGHTS TO NEW SHARE ISSUE

No

VOTING RIGHTS

Yes

DIVIDEND ENTITLEMENT

No (please refer to 'DESCRIPTION' in the first row of the table)

 

The Existing Shareholders are subject to 36-month moratorium, whereas the investors shall be subject to 12-month moratorium.


Other Benefits/Perks


The Investors shall receive the below packages based on their respective investment amount:-

(i)        For any investment amount equal to or more than RM 5,000 but below RM 10,000, the Investors shall receive the benefits under Gold Package; or

(ii)       For any investment amount equal to or more than RM 10,000 but below RM 15,000, the Investors shall receive the benefits under Platinum Package.

(iii)      For any investment amount equal to or more than RM 20,000, the Investors shall receive the benefits under Boss Package.

 

 

*Below are the terms and conditions for the perks:-




Eatflixs Credit

The amount of Eatflixs credit will be issued to the Investors' Eatflixs account on its website (as per your phone number). The table below shows the breakdown of total credit issued in monthly installment. 


 

Package Types

Eatflix Credit issued per month (Multiply with your package(s) purchased)

Total Months

Total Eatflixs Credit Issued

Gold (RM5,000)

RM100

20

RM 2,000

Platinum (RM10,000)

RM250

20

RM 5,000

Boss (RM20,000)

RM250

20

RM 5,000

 


**All Eatflix Credits will be expired on 31 Dec 2021.


Notes:-

    a) All Eatflix Credits will be expired on 31st Dec 2021.

    b) Usage of Eatflixs Credits are valid only within the following six (6) outlets:-

      - Signature Fei Fei Crab (Kuchai Lama, Kepong Rimbunan, Sri Petaling)

      - Classic Fei Fei Crab (Mahkota Cheras and Taman Desa)

      - Shun De Cuisine (Sri Petaling)

    c) For Boss Package only:-

        - 20 times 30% off when dining in any VIP rooms (Sri Petaling Signature Fei Fei Crab, Kuchai lama Fei Fei Crab, Shun De Sri Petaling)

        - Expired on the same day with the Maturity date


The pre-money valuation is calculated based on the financial forecast of the two outlets owned by FFC 4 Sdn Bhd. Below is the calculation:-

a) FFC 4 Sdn Bhd's profit before tax (FYE 31 Dec 20120Est.): RM 1,916,977

b) Price multiple of profit before tax: 2.87x

c) Pre-money valuation (item a multiplied by item b): RM 4,500,000


Exit Plan


The potential exit strategies are through the IPO of the Issuer or its Existing Shareholder, So Good (Global) Bhd. Through such exit, the RCPS held by the Investors is convertible into ordinary shares at the IPO company


The Board



 Current Directors
Position Held (Present)
 Teo Boon Yoon (Jason) 
Executive Director
 Tan Sue Lynn 
Operation Director 

The board will meet on quarterly basis to uphold good corporate governance. The purpose of the board meeting is to ensure the direction of the company is aligned with the business plan and to review the actual performance against the projected performance.

Investors' Information Right 

A progress report with relevant performance indicators shall be published on quarterly basis to keep the investors informed of progress and achievements. A briefing and investor meeting shall be held on quarterly basis.
The Investors shall be provided the audited financial statements within sixty (60) calendar days after the end of financial year end.