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A Critical history of an
entrepreneurial venture
Ravinther Kunju Raman
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If we can sell our
experienceswe all will become
millionaires
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April 1992
August 1992
October 1993
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1st October 1993 - 4th June 2004
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Career Path
MT/JE/EAMM
AGM
GM
AD
ED
MD
93/94/95/96/97/98/99/00/01/02/03/04/05/06/07/08/09/10/11/12/13/14/15
555453
5251504948474645
444342
4140393837363534
Sales Management
Sales
Consultant
Sales
Counsellor
Own Business
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Overweight
(83.5kg)
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November 2003 Chen Du, China
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The idea and the resulting product/serviceoffering, the value proposition
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Human beings are capable of accomplishing much
more than initially imagined if they are provided withtrainings and special know-how. And if theseconditions are met, the person assigned will
exercised his or her abilities to the fullest if given the
chance
- K. Matsushita
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Sell our experiences
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Customer Sales Staff Your Competitor
Your Problem
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The Entrepreneur and the Team
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Why ASK?
Attitude-Skill-Knowledge Ann/Ailyn/Aslyn-Sherryann-K.Ravinther Ask-Seek-Knock
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Corporate InformationCompany name ASK EDUCATION & TRAINING SDN BHD
(636057-A)
Date of Incorporation 5th December 2003
Commenced businessoperations
19th March 2004
Board of Directors Sherry Ann Daniel
Catherine Lim Ah ShamRavinther Kunju Raman
Company Secretary Leong Li Ling
(MAICSA 7028548)
Auditors JK Huan & Co.
Chartered Accountants
Principle banker RHB Bank Berhad
Registered office Pusat Perdagangan Puchong Prima, Puchong,Selangor
Principle place of business A-7-6, Tiara Faber, Jalan Desa Utama, Taman
Desa, 58100 Kuala Lumpur
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Specific Characteristics
Lifestyle firm - set up primarily toundertake an activity that my wife and Ienjoy
Lean managementlive simple life, moretime with family & friends, work with like-minded people, constantly invest onourselves to upgrade competenciesthrough study and reproduce what welearn (prosumer)
Market influencefocus on Electric &Electronic Industry
IndustryIndependence - free fromoutside control in taking our principal
decisions. Personal influencein all decisionmaking. Wife make general decisions andI make major decisions
Close relationships with customers,investing our time rather than money.Many of our customers are our close
friends
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Principal Activity
The company is principally engaged inproviding training services and relatedbusiness
LecturingManagementCoursesTuitionMathematicsScienceStatistics
OrganizationsEffective Professional Selling SkillsEffective Telemarketing SkillsEffective Telephone StyleEffective Customer ServiceEffective Supervisory SkillsEffective Communication SkillsEffective Team Building & Motivation
Marketing PlanningHR Consultation
IndividualsCoachingCounseling
One-on-one Executive TrainerCareer Coach
Keynote SpeechesOrganizing SeminarsOrganizing EventsMaster of CeremoniesGame Show HostYouth ProgramsChildren CampsSchool CampsSpokespersonSeminars to promoteClientModerator
FacilitatorProfessional SpeakerSports Carnival
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Basic Management Objectives
Recognizing ourresponsibilities aseducationist, we will
devote ourselves to serveothers through Trainingand Development ofAttitude, Skills and
Knowledge, therebytouching and transforminglives positively World-wide.
Educationist
Training & Development
Attitude Skill Knowledge
Touching &Transforming
lives
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Basic Business Philosophy
Our Vision Serving everyone through Training and Development of Attitude, Skills and
Knowledge, thereby touching and transforming lives positively World-wide.
Our Mission Statement We will challenge our ability as educationist and commit ourselves to
research, customize and deliver effective training programs that will assistindividuals and organizations to achieve their goals.
Our Guiding Principles H - Humble O - Optimistic P - Passionate E - Ethical
Our Motto Personal happiness, creative fulfillment, professional success and freedom
from fear and a new promise of joy is for those who dare to ask. It is ourresponsibility as human being to ask others for help because anything ispossible if we DARE TO ASK.
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The
valueproposition
Why
should you chooseASK EDUCATION &TRAINING
as your training provider?
Imagineconsuming
attitude, skilland knowledgein a
CAPSULE!
CA
PS
UL
E
Cost-effectivenessWe deliver customized trainingsolutions at a strategic cost to matchyour requirements
Academic foundation We build our courses grounded inproven theories and based on research
Practical application We teach our participants to applylearning that brings long term personaland professional development
Strategic design& development
We design and develop trainingsolutions that match yourorganizations strategic goals and meetyour specific needs
Undivided attentionWe assign two or more people to yourtraining project from initial contact toresearch to course development toactual training. This gives us a very
tight control over the quality of ourtraining solutions
Learner centeredness
We put learners at the center of ourtraining solutions and strive to bringthe best out of them throughpromoting active participation. Weapply teaching methodology thatincreases the rate of retention and thetransfer of learning to the workplace.
Experienced trainers We provide experienced trainers whoknow the industry and are committedto apply the skill sets that they teach.
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Funding model
Own funding
Sold house to finance business
Paid-up capital of RM100,000
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The Business & Revenue Model ofthe venture, business strategy
Low-costleadership
Differentiation
Cost-based focusDifferentiationbased focus
TargetMarket
Industry-wide(Broad)
SpecificNiche orsegment(Narrow)
Defined by Cost Defined by DistinctivenessCompetitive Advantage
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Differentiation based focus
Aim at a specific and typically small niche
SME > Consumer Electronics
Specialize the firms activities in ways that other
broader-line firms cannot perform as well Affordable cost at superior value
Focus on repeat buyers ( we are knowledgeableabout the firms offering and less price sensitive)
Specialized distinctive competence research, customize and deliver effective training
programs
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SUPPORTA
CTIVITIES
Infrastructure(finance, accounting,legal affairs, informationsystems & payroll)
Acquire capital, perform accounting, legal and administrative
tasks for each activity
Human
Resource
Management
Treat employees as special team members ( working forthemselves) ; emphasize reward systems that promoteinnovation or quality
Technology
Development
Training tools, software and hardware support, e-learning;refinement of high quality delivery ; emphasis on excellence;world class quality
Procurement Selective purchasing from numerous sources
PRIMARYACTIVITIES
AnalyzeHigh emphasis tounderstandcustomer needs
Design &DevelopProprietaryprocesses; patentprotection; license
ImplementationExtra care in trainingdelivery
Reputation& referralstrategy
EvaluationHigh emphasis ontreating customer asspecial individuals;fast and courteousspecial services
InboundLogistics Operations OutboundLogistics Marketing/Sales Service
VALUE CHAIN ANALYSISCompetitive Advantage: Creating and Sustaining Superior Performance
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The Business & Revenue Model ofthe venture, business strategy
Direct
55%
Partner
45%
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Sme
88%
Corporate
12%
The Business & Revenue Model of
the venture, business strategy
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CE
45%
Others
55%
The Business & Revenue Model of
the venture, business strategy
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Consultation
29%
Training
57%
Event management
14%
The Business & Revenue Model of
the venture, business strategy
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Analysis: analyze the ventures developmentcycle and its current position by looking at
Initial condition at the time of founding theventure ( the industry, economy, the venture)
Major events during the ventures developmentand the actions taken by the entrepreneur.
Are there events in the ventures life cycle thathave influenced the ventures development?(events related to the entrepreneur, venture or tothe market)
Feedback loops and causal relationshipbetween the events and the decisions, actionstaken by the entrepreneur)
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Initial condition at the time offounding the venture
The IndustryIn Malaysia, the emphasis on thedevelopment of human capital wasrecorded in the Ninth Malaysian Plan2006-2010 where RM4.45 billion was spent
under the Eight Malaysian Plan andRM4.79 billion was allocated for training
The EconomySMEs are important engine of growth
Almost 99% of businesses in Malaysia
32% of GDP, provide jobs to 5.6million employees. The market for myservices is growing at anunprecedented rate.
In 2004 and 2005, year-end trainingbusiness increased 25% each year.
There were 600 training providers in
The VentureI plan to provide a completetraining and consultancy serviceCE industry.
I intend to upgrade CE staffcompetency and assist to bridgethe gap between principal anddealers
000 (RM) Ventures development & the actions taken based on feedback loops
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Working with Training partners
2003 2004 2005 2006 2007 2008 2009
50
100
150
200
250
300
-50
Incorporation5 Dec
CommenceBusiness19 Mac
46k
88k 96k
155k
205k
-29k -37k -38k
7k 21k
Legend
Sales Turnover
Profit
000 (RM)
Year
Sales and Profit Chartversus years in business
Joined team4 Jun
Acquire higher qualificationMaster of Instructional Technology
Master of Management
AdditionalConsultant
StrategicPartnershipAdvice
1
Advice3
Advice 1: Increase sales, control expenditures and start making profit
Advice 2: Build Strategic PartnershipAdvice 3: Pay Service Tax
Advice2
p p
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Rank Strategies Details
1 Referrals Request the referral
Repeat the request
Reward referrals
Reciprocate
2 Client relations Bond the client to myprofessional practiceemotionally (how I treat them)
3 Personal Selling Relationship Selling
4 Public Speaking Toastmasters, MalaysianInstitute of Management
5 Internet www.askravinther.com
6 Social/business networks Facebook, linkedn, Matrade
Marketing Strategies
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Reflections
Lesson learned: We can sell experience and make a living
We can earn relatively higher income by working for ourselvescompared to working for others
We can enjoy a greater balance in work-family life when we doour own business
We must observe our surroundings to find a need and filling it,thus we will be in business
We must respect business ecology and practice prudency,believe in value systems to co-exist and co-prosper
There is enough business to do; learn to share and do not begreedy.
Increase sales turnover, control expenses and make profit forcompany
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Reflections
New insights:
Do I want to grow my business?
Premises, staffing, number of training days
Expand beyond core > CE
Bring in outside investors
Strategic partnership - merger with other trainingproviders
Obtain SME financing
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DARE TO ASK