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CASE STUDY: COMPANY ANALYSIS

ANNUR COSMETICS

PRINCIPLES OF ENTREPRENEURSHIP (ENT530): CASE STUDY

FACULTY & PROGRAMME : FACULTY OF BUSINESS AND

MANAGEMENT

SEMESTER & GROUP : 4 (BA2624C)

PROJECT TITLE : ANNUR COSMETICS

NAME :

1. INTAN NUR KHAIRINA BINTI ZAHARIN (2023262036)

2. HANIS SYAIRAH BINTI MUHAMAD AMIRUDDIN (2023634594)

3. HAFIZATUL FATIHAH BINTI AHMAD (2023634932)

4. MIRZA FARHANA BINTI MUNAWAR (2023634748)

5. NOR ADRIENA QAIRANI BINTI ROSLI (2024748623)

LECTURER : DR. MOHD AMLI BIN ABDULLAH @

BAHARU

NFG/ENT530GUIDELINE/MAC2025

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TABLE OF CONTENT

PAGE

TITLE PAGE i

ACKNOWLEDGEMENT ii

TABLE OF CONTENT iii

LIST OF FIGURES iv

LIST OF TABLES v

EXECUTIVE SUMMARY vii

1. INTRODUCTION TO THE COMPANY

1.1 Background

1.2 Organizational Structure

1.3 Products/Services

1.4 Business, marketing, operational strategy

2. CASE STUDY ANALYSIS

2.1 a) Entrepreneurial Mindset

b) Opportunity Recognition
c) Business Model Canvas (BMC)
d) Digital Business Plan
e) Growth Plan

3. RECOMMENDATION

4. CONCLUSION

5. REFERENCES

6. APPENDICES

EXECUTIVE SUMMARY

One of the electives that are open to UiTM bachelor's degree students is Principle of

Entrepreneurship (ENT530). Students who pass this course that acquire the entrepreneurship

NFG/ENT530GUIDELINE/MAC2025

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understanding and skills needed to analyze a customer insight, identify customer needs, and spot

potential for the business. It puts an extreme value on developing entrepreneurial mindsets and

methods, include the opportunity recognition, generating concepts, networking, commercial

planning, and evaluating both the internal and external business environments.

This course was created for students who seek to work in start-ups and corporate businesses,

they join an existing business or establish their own company. Students are exposed to the

entrepreneurial process, that includes a value creation, creativity, innovation, and resource

gathering, with a focus on "learning by doing." Students need to interview a business or company

as part of this course's case study task in order to determine issues faced by entrepreneurs and

provide solutions.

Our group has chosen ANNUR company, a Muslim-owned Malaysian business that focuses

on products for personal use like shampoos, shower gels, bar soaps and perfumes. The company

was established with the goal of provide the premium natural ingredients in high-quality products at

affordable prices. We want to learn more about ANNUR's business model, opportunity recognition,

and entrepreneurial strategy through this case study. This will allow us to acquire an increased

awareness of how the company would create its value propositions, changes a market gap into

opportunities, and retains a growth in a competitive sector. In addition, the study enhances our

comprehension and implementation of an innovative business for the concepts by provide us a

practical insight into the challenges and strategies that involved in handling a company.

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1. INTRODUCTION TO THE COMPANY

1.1 BACKGROUND

ANNUR was established with the goals of creating a personal product care business that

owned by Muslims that might supply a premium product that made from a natural ingredients at

the affordable rates. The founders that had been motivated by their ideas that there were a few

premium beauty products that made in Malaysia that were on part with the best brands from

different nations, particularly that which suited to those with a sensitive or problematic skin. The

harsh chemicals often found in market beauty products that may lead to worsen skin conditions

like eczema, psoriasis, dryness, and basic skin sensitivity, which affect a lot of people. However,

expensive products that include a natural chemical that are safer and more powerful are

frequently imported and the price more than what the average user is able to spend. ANNUR

recognized this gap and they developed themselves as a business that sets aside price and

keeping uncompromising quality standards of the products. To ensure the security, mildness,

and the effectiveness of their products, the team placed a decision to acquire actual aromatherapy

oils and the natural ingredients from trusted sources, which included from the Australia and the

United Kingdom. This method allows ANNUR to appeal to the wider society, who are growing

more mindful of the components in their everyday products, and while provide a solutions to

people with a sensitive skin.

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ANNUR's product line are contains shampoos, shower gels, bar soaps and perfumes.

Natural ingredients that have been used in the careful preparation of each of these to guarantee

the comfort and effectiveness. For example, the shower gels and bar soaps are designed to

cleanse without to reduce the skin natural moisture amount, so those with psoriasis or eczema

can use them. Likewise, their shampoos are created for the customers who might have a

dandruff or sensitive scalps, and their scents also are created with the natural ingredients and not

with strong chemical bases which frequently irritate sensitive users. In addition to fulfil the needs

of customers with a problematic skin, ANNUR presents an alternative for the expensive

international products by combining quality, affordability, and a stylish packaging. It's also to

developing safe, naturally effective, and easily to accessible products, the company wants to

proudly represent a local Muslim-owned brand that may compete with competitors worldwide.

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1.2 ORGANIZATIONAL STRUCTURE

The organizational chart above illustrates the company’s hierarchy led by Nurul Aishah binti

Datu Hj. Halmi as the Manager. Under her leadership, Siti Aisyah serves as the Supervisor,

overseeing daily operations. The team is further supported by Aimi, who acts as the Treasurer

managing financial matters, along with Merysah, Farah, and Reen as staff members who provide

essential support to ensure smooth operations. This structure highlights a clear division of roles

and responsibilities aimed at achieving the organization’s goals effectively.

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1.3 PRODUCT/SERVICES

Nurul Aisha Halmi is a Sarawakian entrepreneur who launched the Malaysian and

Muslim-owned personal care company Annur Cosmetics after being inspired by her own eczema

experience. With the aid of research from MPOB and nearby colleges, the business was launched

in 2020 during the COVID-19 pandemic and focusses on natural and skin-friendly goods made

from plant-based substances like jojoba, pegaga, aloe vera, and rose oil. Annur markets itself as

a trendy, innovative cosmetics line that is both globally competitive and culturally grounded. In

the areas of skincare, hair care, body care, personal hygiene, perfumes, and makeup, it offers a

wide range of products. Its skincare products include moisturizing creams, a gentle cleanser, a

revitalizing toner, and a rich treatment with 3% retinol which is safe to use at the time of night.

While the hair care product line is made up everyday shampoos, shampoos that are

suitable for hijabs, shampoos for treating the scalp and styling pomades, the body care line

includes shower gels and bar soaps in fragrances like lavender, geranium and goat's milk. Annur

was well-known for their travel-sized, Malaysian-fragranced hand sanitizers in the personal

hygiene market. In terms of cosmetics and scent, Annur offers liquid and matte lipsticks in

fashionable shades that represent the world's cities, in addition to perfumes like Aisya, Iman, and

Zafran. Its bestselling lipstick is "Petra," which is popular on all skin types.

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Annur Cosmetics provides timely customer support, including skincare advice and

product guidance, as well as free of animal testing certification. It sells both offline and online

through local shopfronts in Publika Shopping Gallery and Central I-City, as well as on Shopee

and in local pharmacies. It also has an open door strategy for cooperation with overseas shops,

which expands its reach beyond Malaysia. Annur Cosmetics is a good collection of natural,

halal-sensitive innovation and modern branding, catering to customer needs while retaining a

strong cultural identity.

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1.4 BUSINESS, MARKETING, OPERATIONAL STRATEGY

b Business Strategy

ANNUR’s business strategy is rooted in its vision of delivering high-quality, natural-based

personal care and fragrance products that are both effective and affordable. The idea came from

the founders’ awareness that most luxury brands in the market were either international or priced

beyond the reach of average Malaysians. By positioning itself as the first Muslim owned brand to

provide premium quality products comparable to luxury goods but at an affordable price,

ANNUR was able to fill a critical gap in the industry. This strategy not only aims to serve the

general mass market but also prioritizes individuals with problematic skin conditions such as

eczema, psoriasis, and sensitive skin. In this way, ANNUR is not just another lifestyle brand, but

a purposeful business that genuinely addresses customer needs through its use of natural

ingredients sourced from overseas, including essential oils from Australia and the UK.

At the same time, the company’s strategic direction is strongly influenced by the founders’

entrepreneurial mindset, particularly their passion and perseverance. Passion for them is the

driving force that leads to continuous improvement, while grit helps them persevere through

challenges and continue the business in the long term. ANNUR adopts a rational but ambitious

approach by setting big goals while ensuring actions remain realistic and achievable. By

balancing innovation with practicality, ANNUR creates a brand identity that reflects both

integrity and ambition. This combination enables the company to strengthen its market position

and ensures that its business objectives remain within reach despite competition and industry

challenges.

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c Marketing Strategy

The marketing strategy of ANNUR focuses on building brand awareness through effective use of

digital platforms while maintaining quality and affordability as central values. Social media

platforms such as Facebook and Instagram are two of the many social media channels being used

to introduce new products, give sneak peeks of upcoming launches, share customer reviews, and

get audiences excited about what's happening at the brand. Apart from enhance accessibility,

ANNUR also has an official website and Shopee store to make it easy for customers all over

Malaysia to purchase their products. Their marketing strategy revolves around the brand's unique

selling point of using high-quality natural ingredients, framing their products as attractive to

health-conscious consumers with sensitive skin. At the same time, ANNUR invests in appealing

and eye-catching packaging designs, which make the products not just pleasing to the eye but

also draw attention to them on store shelves and online shopping sites.

ANNUR also employs pricing tactics that attract and retain customers. For instance, they offer

weekend special promotions whereby they lower prices from Friday to Sunday as a way of

encouraging repeat purchases and loyalty from customers. This allows new consumers to try out

the products without any hesitation while offering frequent buyers extra value. Beyond online

activities, ANNUR also actively strengthens its offline presence through involvement in local

booths and events in Selangor and Kuala Lumpur. Through such face-to-face interactions, it can

build trust, receive direct feedback from consumers, and build stronger relationships with the

community. Through a combination of online and offline efforts, ANNUR can position itself as a

young, inclusive, and customer-focused brand that is capable of balancing innovation,

accessibility, and affordability.

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d Operational Strategy

From an operational perspective, ANNUR adopts a strategy that integrates strong research and

development practices with collaborative teamwork. The team ensures to conduct long surveys

and tests before launching any product to study the effectiveness and acceptance of their

products. Such an approach minimizes risks in designing products that are unfriendly to

customers and avoids wasting resources. By creating products based on customer input and data,

ANNUR ensures every launch with clear market demand. Under adversity, the company

navigates through it by involving its team members in open communication. Problems are openly

discussed, and solutions are formulated collectively, ensuring that operations continue smoothly

without significant disruption. This creates a strong foundation for the business and reflects their

ability to adapt effectively to challenges.

In addition, ANNUR's business model includes building a sustainable and high-performance

human resource. The founders believe firmly that the long-term achievement of the brand

depends on getting the right individuals who share the same passion and determination. With a

team aligned in vision and values, ANNUR is confident in achieving consistent growth and

sustaining its market presence. Moving forward, the company plans to strengthen its domestic

presence across Malaysia while preparing for regional expansion into Indonesia, Brunei, and

Singapore. To achieve this, ANNUR is also planning to collaborate with established retail chains

such as Watsons and Guardian, which will increase product accessibility and brand visibility. By

combining strong internal processes with strategic expansion plans, ANNUR’s operations are

designed not only to support current performance but also to secure long-term growth in a

competitive industry.

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2. CASE STUDY ANALYSIS

a) Entrepreneurial Mindset

The journey of ANNUR started with a very personal motivation. The founders noticed that in

Malaysia, there weren’t many Muslim-owned brands that could match the quality of

international luxury labels. Most high-grade products had to be bought from overseas, often at

very high prices. They wanted to change this by creating a brand that offered the same standard

of quality but at a price that local customers could afford. At the same time, they were inspired

by the struggles of people with skin conditions such as eczema, psoriasis, and sensitive skin. One

of their own team members, the Operations Manager, lives with eczema herself. Having her

onboard gave the brand an even deeper understanding of what it means to live with problematic

skin and pushed them to develop products that could genuinely make a difference in people’s

daily lives. This personal touch became the heart of ANNUR’s story a brand built not just to sell,

but to solve real problems.

Building a business has not been without challenges. The founders knew that to succeed, they

could not simply guess what customers wanted. Before starting ANNUR, they spent time

conducting surveys to learn about people’s everyday needs what they looked for in essentials like

shower gels, bar soaps, shampoos, and perfumes. With this information, they could work closely

with their R&D team to design products that mattered to people, reducing the risk of wasted

effort and resources. This practical, research-based approach helped them make better decisions

and launch products with confidence. When challenges do come up, the team does not shy away.

Instead, they come together, discuss the issues openly, and find the best way to solve them

quickly and smoothly. That strong sense of teamwork and problem-solving has become a

backbone for the brand.

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What really keeps ANNUR moving forward, however, are the qualities of the people behind it.

Passion is at the core of everything they do. Without passion, they believe it would be impossible

to keep pushing through the ups and downs of running a business. It is passion that drives them

to keep improving, to innovate, and to aim higher every day. Alongside that passion is grit the

perseverance to keep going no matter how tough the situation gets. Grit allows them to think big,

to dream about where they want ANNUR to be in the future, while also keeping their feet on the

ground with actions that are realistic and achievable. This balance of passion and grit is what

fuels the brand and keeps it growing.

ANNUR’s story is one of vision, resilience, and heart. The motivation came from a genuine

desire to bring something valuable to the community, the challenges were met with teamwork

and careful planning, and the success is built on habits of passion and perseverance. More than

just a brand, ANNUR represents the strength of entrepreneurs who care deeply about their

purpose and their people. It is this mindset that not only defines who they are today but also

lights the path for where they are headed tomorrow.

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b) Opportunity Recognition

The founders of ANNUR started out with the idea because they intended to provide

premium natural ingredients in premium personal care products that were still affordable for the

local market. The majority of Malaysian brands at the time either automated sold, chemical

based goods or imported luxury goods that were exceedingly costly for many customers.

ANNUR saw this as an opportunity to offer the luxury quality alternatives at reasonable prices

and establish them in the middle of each of these extremes.

These founders carried out in-depth surveys to learn more about the requirements and

preferences of consumers in order to assess the ideas of the viability. According to these polls, a

sizable segment of the market suffered from psoriasis, eczema, and general sensitivity, among

their troublesome skin conditions, but had little access to need for safe and efficient solutions.

Due in part to the high price of natural ingredients, which frequently require purchasing from

overseas, competitors were not immediately attacking this issue. This gave ANNUR an

additional benefit because they were ready to invest funds to import quality essential oils and

natural ingredients from the nations like Australia and the UK, they needed to guarantee that

their formulations would live up to the promise of efficiency and gentleness.

To make sure their products are safe and successful, ANNUR performed hundreds of trials

before releasing them into the market. They were allowed to validate their idea and improve their

confidence to that customers and they would react positively due to this logical approach. By

offering a variety of these products that combine premium natural ingredients, the benefits for

the skin, and affordable prices, ANNUR had the ability to turn a market gap into an endless

commercial opportunity.

c) Business Model Canvas (BMC)

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The Business Model Canvas, which lists the key elements of ANNUR's functions, they

can be used to learn about the company's business model. The Key partnerships involve

collaborating with the international suppliers for ingredients, local planners of events for offline

marketing, and e-commerce platforms for sales on the internet. Access to quality natural

ingredients, their ability for their research and development, their unique personality, and

talented employees inspired by grit and passion are a few of their greatest resources.

Development of goods, research and testing, marketing, and sales operations are the key

objectives of ANNUR's operations. One of ANNUR's Key Resources of a biggest strengths it is

able to acquire the premium natural ingredients from recognized international suppliers, ensuring

the efficiency and safety of its products. Furthermore, the brand's growth and sustainability are

driven by the excited and hard-working team members of ANNUR, while the brand's had a

creative packaging and a branding to improve the product visibility.

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For the Value Proposition, they are offering the high-quality, affordable products made

from natural ingredients that are safe and effective. In contrast to other high-end international

businesses, ANNUR's products are priced so they appeal to a wider range of the clients without

compromising quality. In order to stand out in the market and attract a new client, the company

additionally sets considerable value on attractive and interesting packaging. By developing the

trust with trustworthy of the Customers Relationship who appreciate the quality of their products

and by interact to the frequently on social media, ANNUR develops relationships with its

consumer base. Return business from several customers creates long-term growth and builds

customer loyalty.

ANNUR requires online as well as offline Channels to deliver these products. Their main

platforms, which support the digital purchase needs nowadays are Facebook, Instagram, their

official website, and Shopee. To communicate with all the customers directly, they can boost

their reputation, and get the beneficial input, they also take part in physical events and booths

within Kuala Lumpur and Selangor. For Customer Segments, at first ANNUR was interested in

appealing to people in general, but they gradually limited their focus to include a particular

demographic of consumers with sensitive and problematic skin. They had the ability to satisfy to

both of regular customers and those who required specialized solutions due to this dual focus.

Their Cost Structure covers expenses related to marketing and advertising efforts, product

design, obtaining premium ingredients from overseas, and general operations.

d) Digital Business Plan

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Transforming and creating a platform for businesses into digital entities enhances

revenue streams and creates new value-added opportunities for growth of the product and

services. There are more than 2 billion websites around the world. The Internet is a huge thing

as technology and it's difficult to measure the actual size. However, Most user applications like

Microsoft, Amazon, Google, and Facebook alone, store around 1.5 million terabytes of data.

For Annur cosmetics company, they are focusing on using social media and e-commerce

platforms to expand the business following the trend where people only know some products if

the product is promoted well through social media such as Instagram. The digital tools help the

company to improve and adjust into the business by following brand awareness. The company

need to come out with an excellent marketing strategy by posting a content that can attract more

customers to come and purchase the product with analyzing with design that have the most

audience to take a look on their product.

Other than using Instagram, their also using Facebook, official website and Shopee as the

platform to gain the customer and sell the product. Their do believe that every company have the

difficulty to promote their small business product moreover when there are many rivals that have

more creative way to attract people. However, the digital platform will be the big turn and

support to gain more user and create the challenges as the way to be more successful in the

future.

e) Growth Plan

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In the next three to five years, the entrepreneur envisions ANNUR cosmetic company

growing beyond Malaysia and establishing a presence in neighboring countries such as

Indonesia, Brunei, and Singapore. This vision is not just aspirational but backed by real interest

from customers in those regions who have already reached out, asking when ANNUR products

will be available locally and will focus internationally. The current strategy focuses on building

strong brand awareness within Malaysia by placing the brand in more locations and gradually

expanding visibility. Once that foundation is solid, the plan is to collaborate with major retail

chains like Watsons and Guardian that have huge attention from the skincare user, which would

make ANNUR’s products more accessible to a wider audience and open doors for regional

expansion that will put interest in the products.

Based on my analysis about the growth plan for the company and how to ensure that this

growth is sustainable, the entrepreneur needs to highlight the importance of building a team that

shares the same passion in expanding the business growth. The belief is that with the right

people and workers those who are aligned with the brand’s values and vision to make sure the

growth will happen naturally and collaboratively in the future. Not everything is dependent on

one person to drive the business forward. Moreover, it’s about creating a culture where ideas are

shared and everyone in the team needs to contribute to the journey. This approach to create team

building, combined with strategic partnerships and market responsiveness, lays a strong

foundation for ANNUR’s long-term success across Southeast Asia.

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3. RECOMMENDATION

The research study of ANNUR Cosmetics, a few of strategic recommendations may be made

to ensure its continued growth and long-term viability. Since ANNUR's brand promise is to cure

sensitive and troublesome skin, it will need to establish the development and research process by

working with dermatologists or other competent skin specialists to test the effectiveness of its

products. In addition to increasing consumer trust, this would lead the way for clinical support.

Second, even though ANNUR has made the most of digital platforms, it could also reach specific

markets, especially in the halal beauty and wellness sector, by forming influencer collaborations

and using specialized content marketing.

Third, when the company gets ready to grow in Indonesia, Brunei, and Singapore, it needs to

carry out local market research to adjust its branding and goods to suit local tastes and legal

requirements. Furthermore, enhancing its supply chain by expanding the sources of ingredients

and identifying local alternatives may help reduce dependence on foreign vendors and cut

expenses. Last but not least, an investment in team building—education in digital marketing,

customer support, and product development—will be able to ensure long-term growth and align

ANNUR's corporate culture with its objective. By taking these steps, ANNUR will be able to

grow from a possible local brand to a worldwide company with a recognizable identity and loyal

customer base.

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4. CONCLUSION

At the heart of ANNUR’s journey is a simple but powerful dream to create a Muslim-owned

brand that could stand proudly alongside international luxury names, while still being affordable

and accessible to the local community. What makes ANNUR different is that it was built not just

to sell products, but to solve real struggles faced by people with sensitive or problematic skin.

The founders’ own experiences, especially with their Operations Manager living with eczema,

gave them a very personal understanding of what their customers go through, and this empathy

shaped the brand’s purpose from day one.

Along the way, the team has shown what it really means to have an entrepreneurial mindset.

They listen to their customers, do their research, and make smart decisions to reduce risks, all

while staying united whenever challenges arise. Passion and grit continue to fuel them passion to

keep improving and creating, and grit to push through every difficulty without giving up. These

qualities have become the backbone of ANNUR, guiding the brand through each stage of its

growth.

Looking forward, ANNUR is not just focused on expanding its product range, but also on

reaching more people, whether through collaborations, larger retail networks, or even branching

out into international markets. The brand has proven that with heart, determination, and the right

mindset, it is possible to turn a vision into something real and impactful.

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In the end, ANNUR is more than just a business it is a story of resilience, care, and big

dreams. It shows us that when a brand is built on purpose and values, success is not only possible

but sustainable. ANNUR’s journey is still unfolding, but one thing is clear, its future shines just

as bright as the passion that started it all.

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5. REFERENCES

Barringer, B. R., & Ireland, R. D. (2025). Entrepreneurship: Successfully launching new

ventures (7th ed., Global ed.). Pearson
Education.[Link]
a6e5-fc87c8f05f3c

Simplilearn. (2025, July 31). What is digital business? Overview, concepts, and how to build
one. Simplilearn. [Link]

Naturally kind, deeply effective. Annur. (n.d.). [Link]

utm_source=[Link]

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6. APPENDICES

Interview question and answer

A. ENTREPRENEURIAL MINDSET / CHARACTERISTICS

1. What motivated you to start your business?

- We realized that there were not many Muslim-owned brands with qualities that can get

from overseas like most luxury brands at a very affordable price here in Malaysia. We

wanted to be the first to be up to par like those luxury brands that use the highest grades

of ingredients in our products. Especially in today’s time where there are a number of

people with problematic skin (eczema, psoriasis, sensitive skin) We try our best to also

tackle and accommodate people with those problems as well. Plus, our Operations

Manager also has eczema, so having her onboard, we get to understand the daily struggle

of someone who has this type of skin even more.

2. How do you usually handle risks and challenges?

- Before we started with ANNUR, we did a lot of surveys asking people what do they look

for in their day to day essentials (e.g Shower Gel, Bar Soap, Shampoo, Perfume) - With

the data that we have, it is easy for us to produce and proceed with the R&D team to

come out with the right products to accommodate the people's needs. With this method,

it’s easier for us to monitor what sort of products we can come out with without wasting

our energy and resources to come out with something that they don’t need.

- However, for challenges, we have a strong foundation behind the brand itself. We usually

discuss the problems that we are facing and try our best to fix the damage immediately

and seamlessly.

3. What qualities or habits do you think help you succeed?

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- Passion and Grit hold up our brand. Without being passionate in whatever you do, you

won’t be able to go far. Passion drives you to do better and better each day and without it,

you won’t be able to achieve the end goal of starting this business. Same goes to Grit:

perseverance. It enables you to go far and helps you think outside the box. In order for

you to be in the business in the long run, Grit is very important. It’s the fuel to make you

improve on the things that you have created or come out with something that no one has

done before. At ANNUR, we think far but with doable actions. We think big, but rational.

These are the things that keep us going.

B. OPPORTUNITY RECOGNITION

1. How did you come up with your business idea?

- We wanted to come out with products that use the highest grades of quality to compete

with those that are already in the market but at an affordable price. We focus solely on

just natural ingredients as we wanted to also cater to not just normal skin but also those

with problematic skin (e.g eczema, psoriasis, sensitive skin)

2. How did you evaluate whether the idea was a good opportunity?

- We realised that not many competitors were on this path that were focusing on natural

ingredients in Malaysia during that time due to a lot of factors: 1) Natural Ingredients

were expensive 2) Can only get from the overseas

- Before we even decided to do that we tested from a lot of local suppliers but didn’t make

the cut. It was just average and some claimed to be pure and real but it wasn’t. Because of

that we realised, we may be the only one if we proceeded with the idea. So we invested a

lot in getting essential oils from Australia, UK and other ingredients from other parts of

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the world to have the best ingredients to come out with our day to day essentials (Shower

Gels, Shampoos, Perfumes, Bar Soaps)

3. Did you use any special strategies to take advantage of the opportunity?

- So far there weren’t any special strategies that we did when we started it. We did

hundreds of surveys and testing on our own before we announced it to the market. We

wanted to make sure everything went well, and everybody would accept it in the market.

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C. BUSINESS MODEL CANVAS (BMC)

1. Can you explain your business using the Business Model Canvas blocks (e.g.,

customers, value, channels, revenue)?

a) Customers - In the beginning we wanted to focus on mass marketing where we wanted to

cater to everybody in the market. However, when we found out that there’s a fraction of

people in the community that suffers from problematic and sensitive skin - we felt like

we would go on a path to also help those with a niche problem as well.

b) Value - We see ourselves as a new player in the market. We want the market to know that

this is what we do - we focus on natural ingredients that are naturally kind, deeply

effective. We believe that natural ingredients are the future. Most companies out there

from Unilever are slowly buying over smaller companies that focus a lot on natural

ingredients because they know that the market is leaning towards ingredients that are

effective and not harmful to the body and skin. Because of that, we are confident that we

at ANNUR, could do the same thing as well. Other than quality, we love our packaging.

The idea is to make it fun and appealing to the eyes which allows passerby’s to stop and

look at our products. Overall, at ANNUR, even if we are using premium ingredients and

came out with attractive packaging, we have marketed our products at a very affordable

price because we believe that by doing so everybody from all walks of life would be able

to try it out. If we price it too high, others won’t be able to try it out.

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c) Channels - As of today, at ANNUR, we do a lot of ad boasting via Facebook, Instagram

and our official website. We even have a Shopee page so those who are more familiar

with Shopee can also purchase our goods from there as well. We find that being on a lot

of platforms helps to generate sales and also brand awareness. Besides being online, we

sometimes do offline events by joining indoor booths to create more brand awareness

around KL and Selangor. We find it more interesting to meet our customers face to face

and hear feedback from them.

d) Revenue - Customers are willing to pay for the quality. The majority of our customers

would come back and purchase again because of the quality. They find that it suits their

skin and lifestyle. Other than that, to attract more customers coming in, we also switch

our prices every Friday - Sunday lower, so people would come by our outlets to buy and

try out the products if they are interested.

2. How useful is the Business Model Canvas in running your business?

- It is a good skeleton / template to follow from time to time. But time has changed over

the years and sometimes you have to follow the trend. At ANNUR, we are quite flexible.

We still follow the BMC blocks but most of the time, we now have to adapt to whatever

that’s revolving in the market.

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3. Have you adapted your business model to changes in the market?

- Yes, we have. We are flexible. Time has changed over the years and sometimes you have

to follow the trend. If we don’t, we might end up being outdated and missed out by the

community.

D. DIGITAL BUSINESS PLAN

1. What digital tools or platforms are important for your business (e.g., social media,

e-commerce)?

- Currently is social media and e-commerce. Without it, I think nobody would know who

ANNUR is.

2. How do digital tools help you improve or change your business?

- By brand awareness. You need to come out with really good marketing posts to attract

people to come and see. It’s definitely not easy especially when in this Digital Era

everybody seems to know how to create videos and come up with cool ideas. So there are

times where ANNUR does get overshadowed by it but it’s okay. We still believe that our

regular customers would still come by and support us. We still believe in our products

more. Sometimes less is more.

3. Do you use digital tools when planning or promoting your business?

- Yes, we do. Facebook, Instagram, Official Website and Shopee

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E. GROWTH PLAN

1. What is your vision for the growth of your business in the next 3–5 years?

- I’m hoping to see ANNUR to be not just in Malaysia, but also in Indonesia, Brunei and

Singapore. Currently we have customers from these regions asking us to put our products

in their country. So, let’s hope to see it really does happen in the next 3 - 5 years.

2. What strategies do you plan to use to grow your business?

- Currently we’re just placing our brands around Malaysia to create more brand awareness.

Slowly, if things go well, we’d love to proceed with Watsons and Guardian so more

people can reach out to our products easily.

3. How will you make sure your growth is sustainable?

- By hiring the right people with the same mentality; with lots of passion and grit. With the

right people in the team and with the same vision, they could also guide and help us to

grow our brand without us noticing it. Sometimes 2 brains, better than 1. We need to be

open in order for us to sustain. So having the right people on your team will deliver it.

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