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1-BACKGROUND OF THE ENTREPRENEUR & BUSINESS1 The PurposeNowadays, entrepreneurship education is a trend in the world. The field of entrepreneurship is growing at the university in line with the government's call for greater support and encouragement for the people to become entrepreneurs. With t...

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1.0-BACKGROUND OF THE ENTREPRENEUR & BUSINESS

1.1 The Purpose Nowadays, entrepreneurship education is a trend in the world. The field of entrepreneurship is growing at the university in line with the government's call for greater support and encouragement for the people to become entrepreneurs. With the advent of digital literacy and the use of ICT, students have been exposed to a wide range of entrepreneurship in the world. Digital Entrepreneurship (ENT555) have thought the student on how to start and run their own business by using online platform which is important as we are facing the new norms with the current pandemic that is Covid-19. It is important for students like me to gain more knowledge and skill in this section. This study is a research on an entrepreneur online business which known as Nyala. Nyala was owned by a local entrepreneur based in Melawati, Kuala Lumpur. The company was selected as a reference for completing the case study assignment for Digital Entrepreneurship (ENT555) subject because of the achievement and potential of this company in business especially using online platform, and also the company achieve the standard and requirement of this project which are SSM-registered company that involved in online business and because it has high followers on Instagram. The reason I choose Nyala for my case study because Nyala is a Malaysian made company and one of the successful business online as a beginner. Nyala is a scented candle brand which provides with a unique design that has a luxurious vibe yet affordable which attracts me to get to know more about the product and what had inspired the founder to make a unique and different and yet personal scented candles. Knowing that the founder of Nyala is one of my close mutual, it is easier for me to get the information I needed for this assignment, and it was easy to conduct the interview as we both know each other and there was none of the awkward vibes when the interview was being held. The interview had been conducted by me through using phone call as our medium, which was held on 4 January 2020. Despite his tight schedule, I very much appreciate that he is willing to help me complete my assignment by answering my question through our 30 minutes less or more phone call based on the list of questions that I had prepared in advance.

So, in this research, I start with the purpose of the study. Then followed with a brief introduction for my case study that is consists of the background of Nyala. Then will be followed by the complete company information. Nyala company business experience and challenge will be analyzed using barriers and driver methods that will be highlight part of this report. Lastly, a conclusion about the improvement that can be made to overcome the company major problem. I hope that this report will be giving a complete idea of what I have worked for this case study.

1.2-The Background of the founder

An influencer and businessman at the age of 23 years old, Muhammad Azfar Bin Herisyam, born on 21 January 1998, better known as ‘Azfar Heri’. He loves to share his thought and doing content through Instagram. He has gained his public following through the viral of his cooking video with the tagline “Saya memasak anda menonton saya makan anda terliur” which was posted weekly on his Twitter and his Instagram during the movement control order by the government last year. His content has become viral and managed to entertain a lot of people. At a young age, Azfar Heri has become a founder and Chief Executive Officer of his own brand Nyala. A company founded by him in 2020. He started Nyala with zero experiences on how to run a business but his deep passion for scented candle inspired him to venture into this business. The idea for Nyala is when his feeling unsatisfied with the scented candles that are available in Malaysia, either one is affordable, yet the smell is not so nice, or one is too pricey yet only burn for few hours. Other than managed his company Azfar Heri is content creator for his YouTube channel, doing campaign for other brands like Grabfood, myNEWS and Nilofa flavoured milk and a student at University Kuala Lumpur - Malaysian Institute of Information Technology (UniKL MIIT) majoring in Bachelor Multimedia in Interactive Design. He stated in our interview that being an entrepreneur at a young age is not easy. There are times when he feels exhausted because it is not easy to balance his life as a student, entrepreneur, influencer, brother, and son. However, one word from him that inspired me is to always give yourself a chance to improve and be a better person.

1.3- The Background of the business

Nyala was founded in October 2020 by Azfar Heri. The name of Nyala originates from the word ‘menyala’ which means light up. Nyala first candle collection are called “UHHHHHHHHHH INTERESTING COLLECTION” consist of 3 flavors which is Lavender silk, Midnight Blossom, and wild wave. The company now with 5 permanent employees which consist of packager, handling websites and the stock, 3 monthly part timer for helping with packaging and including founders that need to handle financial and ensuring all the goods are handle in good care. Nyala, Company has already run its business for about 3 months. Nyala office are in Melawati Kuala Lumpur, this is where they stock all the goods, packaging the goods and run the company. Nyala websites (http://nyalabyazfarheri.my/) launch their official first day on 30 October 2020 which resulted to all 3 flavors sold out in within the first hour. Even his company only started 2 month ago Nyala already sold estimated to 2194 unit of total scented candles and gain gross profit around RM165,500.00. Nyala uses a platform of Instagram and the website as a marketing strategy. Azfar Heri himself was an influencer and had a lot of followers on Instagram. Using his platform to promote his brand and expanding the brand is one of his marketing strategies For the time being all the product can only be bought at their websites, however in the interview Azfar Heri stated that he will open few pops out store or even collaboration with different home living style store chain to ensure that customer can get the product directly and do not have to wait 2to 3 day working day to get the item by courier.

2.0-DIGITAL MARKETING STRATEGIES

2.1-DISTRIBUTION CHANNELS When talking about business, people need to understand that what they need to focus on is not on selling their product but building their distribution channel. Building distribution channel will ensure larger target market are being tap instead of focusing on certain type of market only. For example, when you write a book instead of focusing to sell the book on your social media account with only maybe 3050 follower, maybe you should build distribution channel first like making a deal with bookstore chain or creating a distribution channel like having agent, dropship, dealer and stokists, not only this will provide free advertising to new customer this will also ensure that continuous sale of the product. However, for Nyala the distribution channel that they used are their websites and their Instagram account only, it may not seem like a lucrative idea for certain people but Nyala founder are an influencer with almost 1 million followers on his Instagram. He usually updates on his social media like on his Instagram story his day-to-day life and casually talk about Nyala product that is the scented candle, his also promote the product on his twitter account and his YouTube channel. Despite that, during the interview, Azfar Heri mentioned that he will have a stokists in the future but not in Malaysia, as due to demand of the product from our neighbor countries, he is thinking about having one stokists in Singapore and one in Indonesia. This is to ensure the customer from there also can purchase his products.

2.2-ONLINE ADVERTISING BUDGET

Just like what I mention above, Nyala does not have any online advertising for the product. As Nyala only use the owner platform to promote the product. However, when Nyala was about to launch Azfar use few other influencers to promote the product. For marketing initiative, Azfar Heri use Influencer like Khairul Aming (2.7 million followers on Instagram) to give a shout out when the product about to be release. This will help by influencing Khairul Aming follower to follow and purchase Nyala product.

3.0-ONLINE PLATFORM EVALUATION Azfar Heri choose Instagram and as his online marketing platform. After I see his and nyala Instagram, I can see his platform work very well. First is he choose to use business profile type in Instagram. By choosing the business profile in Instagram, the followers or customers can directly message or call him by click the button of message or call. Figure 1 below shows Azfar Heri the owner Instagram account and figure 2 shows Nyala official Instagram account. Besides that, by using a business profile, he can create and publish ads easily. Customers or followers also can turn on his and Nyala Instagram notification and will get notifications every time he posts his pictures or videos as shown on Figure 3.

FIGURE 1 : (AZFAR HERI ACCOUNT) (NOTIFICATION)

FIGURE 2 : (NYALA ACCOUNT)

FIGURE

3

:

3.1-Appearance

3.1.1-Instagram For Nyala online platform are Nyala official Instagram and Nyala official websites. For Instagram, Nyala uses this platform as a means to convey message, detail about the product and a way for customer to leave their feedback either by commenting on the post or tagging Nyala account on their post or even as simple as mentioning Nyala on the customer Instagram story with the review. The theme for this account is colorful and minimalist. When been ask about this in the interview Azfar stated that he wanted a minimalist style for his Instagram account and his websites and one day for his pops out store.

FIGURE 4 : (NYALA ACCOUNT APPEARANCE)

3.1.2-Websites Nyala uses an Ecommerce platform to create a great website and using a theme that direct representation of Nyala brand and has a direct impact on their users’ experience. Based on figure 5, we can see each section of the website is simple and gives the information seeker exactly what they are looking for. Nyala website design is simple yet had a fancy and elegant vibe, which is brilliant. Nyala website uses a cool and simple color scheme which is lilac, white and caramel.

FIGURE 5 : (NYALA WEBSITES)

3.2-Functionality 3.2.1-Instagram As I mention above with references to figure 2, Nyala Instagram are business profile which serves the function of the account which is to convey new product or new deals or when the stock has been restock. In the Nyala Instagram page, it can be seen the visitor ease of use ‘Like” button, “Comment”, “Share’ and “Send” features at Post updates by Nyala. Moreover, the link of the Website is working for a visitor to interact. They also stated their email for any business enquiry. Overall, all the link and extension features are working and not a missing link.

3.2.2-Websites Nyala websites is where all the magic happens. Nyala use this platform to keep track on how many pieces that already been sold, how many people visited their websites every day and how many followers the websites have.

3.3- Advertising 3.3.1-Instagram Few days before the official launch of the product, as shown on figure 6, Nyala post a picture of each product everyday with the detail of the product and the websites where the audience can make the purchase, make it seems like a countdown as he knows how to play his customers and followers emotion that make them want to buy his products as soon as the product launch. Other than that, example of advertising on Instagram are for upcoming founder birthday, which is 21 January 2021, for his 23 birthday all Nyala product will have 23% discount. As for advertising, based on the interview, Nyala is less advertising because the founder had his marketing strategy by spread it from his personal Instagram since his are an influencer and had a lot of followers. Moreover, it can be seen that most of the Nyala copywriting or captions are not too overwhelmed. They keep it a simple word yet attractive especially for a young generation.

FIGURE 6 : (NYALA INSTAGRAM PRODUCT DETAIL)

FIGURE 7 : (ADVERTISING FOR FOUNDER BIRTHDAY DISCOUNT)

3.3.2-Websites In term of advertise, Nyala do not make any advertisement in their website. However, Nyala collected their customer email address by asking their customer to subscribe to their website to ensure when there is something new to share about the business, or deal that about to happen they can easily email this personally to every customer. Such as 23% discount on every Nyala product on 21 January 2021 as that is the day of the founder’s, Azfar Heri birthday.

FIGURE 8 : (SUBSCRIBE FOR BEST PROMOTIONAL)

3.4- Content Management

3.4.1-Instagram Based on the interview, the founder stated that all content on Instagram will be managed by the founder himself. They also share feedback and important sale through Instagram Stories to ensure that its customers do not miss out on ongoing promotions. As for Nyala profile at the top of the page, the founder will make sure that the content is complete with the information needed for visitors to take an action such as link to official websites and email for business inquiries.

3.4.2-Websites

Nyala uses an Ecommerce platform to create a website and manage its content. The process for ordering, delivery, and any information of promotion or sold out on the website will be managed by Nyala workers, Mr. Azree that had been responsible to create and managed the websites. All orders by the customer through the Nyala website will be processed within 3 business days and 10 days for an international order.

3.5-Customer Services

3.5.1-Instagram In the Nyala Instagram page, they provide services that will response with customer enquiry through the Instagram Direct messenger button and a link that extension to Nyala website. Other than that, they make a tutorial live on how to use and care for the scented candles. Instagram page does not provide or show a rating of the business page. However, the big number of Nyala followers which is 33.7K shows that a lot of people acknowledge about Nyala product.

3.5.2-Websites At Nyala, no matter what platform are used, customer satisfaction is their priority. Nyala shipments team will inspect every goods packs careful and thorough before leaving their office. But in the event, if the customer received a damaged item or experiencing an issue with the product, simply take a photo of the damaged item along with order Nyala order number and detail description and they will get started on the exchange or replacement order as soon as possible. Nyala also stated that if the customer is unsatisfied with the nyala product, they can contact Nyala Customer Service at [email protected] . However, the website stated that all return or exchange must be processed within 30 days of receiving the order and require proof of purchase such as Nyala order number and order confirmation. Any customer that curious for more information may click through Frequency and Question (FAQs) services at the Nyala website.

4.0-DRIVERS & BARRIERS OF DIGITAL ENTREPRENEURSHIP

Drivers Internal Factor

  

External Factor

  

Barriers

Time management between Passion to create affordable yet student, influencer, luxurious scented candles. businessman, son, and brothers. To ensure everyone can be able to afford worthy scented candles. Afraid the product that have My easy-going and friendly been created does not deliver personality help to influence my the quality promised. followers and expand my brand. Afraid of failure due to still new in business industry. Supportive family.  A lot of assignment. Process of postage and Guidance from friends who have packaging by Ourselves. been longer in the industry. Collaboration to expand the brand The deteriorating economic situation as a result of COVID 19

4.1- Internal Drivers

Based on the table, it shows that the founder, Azfar Heri had 3 internal drivers that may lead to a success in his business at a young age. One of them was his passion for scented candle have led him wanting to create affordable yet luxurious scented candles. He stated that the reason he ventures into this business is when he started to feel that good bargain of scented candle is very hard to find in Malaysia, either one is cheap and the smell not worthy or one to pricey and only burn for few hours. Secondly, he had a good intention when he came into this field. He wanted to ensure everyone can be able to afford worthy scented candle without having to break their banks, because he believes that scented candle can help people to feel relax before going to sleep after having a hectic day and this is a privileged, he wants everyone to have. Thirdly, Azfar Heri was known as an easygoing and friendly influencer and that is suitable with the younger generation. With his good personality and his content on his platform such Instagram, Twitter, and YouTube it could help to expand his brand.

4.2- Internal Barriers

Based on the table, it shows that the founder of Nyala had faced 3 internal barriers while managing the business. One of them is, Azfar Heri tends to stress due to have to juggle many things at once. As we know from the background of the founder page, Azfar Heri is only 23 years old and a student at Malaysian Institute of Information Technology (UniKL MIIT) majoring in Bachelor Multimedia in Interactive Design. Apart from that Azfar Heri also are a content creator for his YouTube channel and doing campaign for other major brands. So, sometime the stress that his receiving may come due to all his hardworking. In solution he may need to hire a personal assistant to ensure that his timetable are not overlaps with one and another and still have time for his family and me time. Me time is an absolute thing to have especially for someone who work hard as him, as he deals with people most of the time, he needs to be able to be on his best behavior and in order to do so, some pampering like shopping, spa day or even as easy as keeping a healthy sleeping schedule is all one need. Next, as a business owner, Azfar Heri tends to afraid that the product that he created does not deliver the quality that his promise to his customer. Even he tries to ensure that all the product meet the quality that he set everyone have different opinion on what the best quality are especially a paying customer who you wanted to be a repeater customer. In order to solve this problem, the thing he only need is to ensure that customer have a platform to give a feedback after every purchase, this will ensure that every customer that use the product are happy with the purchase and to give one’s room for improvement. Lastly, Azfar Heri afraid of failure due to still new in the business industry. He admitted that he does not have that much experience in business and afraid that one wrong move will jeopardize the whole company. In solution, he can try by attending business seminar or seek guidance from his close relations that already have more expertise.

4.3- External Drivers

Based on the table, Azfar Heri has 3 external drivers that may lead to his success in his business. One of them was having supportive family. Support from a family is very important for every decision he made by himself. Everything that has been done by Azfar Heri is all for the sake of his families. Next, when he decided to venture into this business, his friends help him through the journey by giving him guidance on what to do first and what to do next. This is very helpful as they have been longer in the industry and have help him to ...