BUSINESS PLAN

OF
MABUBUYE UBUNTU MA AFRICA
AMAHLE SECURITY SERVICE
(PTY) LTD.

2020/445009/07

[Type here]

: Mabubuye
1|P age
Ubuntu
Business Plan of ABC Security (Pty) Ltd.Ma Africa Amahle (PTY) LTD
 TABLE OF CONTENTS

1. Introduction ......................................................................................................... 3
1.1 Business Concept ........................................................................................... 3
2. Vision, Purpose, Goals and Values ........................................................................... 4
2.1 Vision ........................................................................................................... 4
2.2 Mission ................................................................................................................. 4
2.3 Goals............................................................................................................ 4
2.4 Values .......................................................................................................... 5
3. Business Model .................................................................................................... 5
3.1 Operational Industry ....................................................................................... 5
3.2 Services ........................................................................................................ 5
3.3 Business Operational Strategy ......................................................................... 6
3.3.1 Marketing Strategy ................................................................................... 6
3.3.2 Sales Department Strategy ........................................................................ 7
3.3.3 Operations Department Strategy ...................................................................... 9
3.4 Operations Diagram...................................................................................... 10
3.5 Industry Analysis ..................................................................................................10
3.6 Target Market .............................................................................................. 11
3.7 Competitive Advantage ................................................................................. 13
4 SWOT Analysis ................................................................................................... 13
5 Organisational Chart ........................................................................................... 16
6 General Information ............................................................................................ 17
6.1 Compliance ................................................................................................. 17
6.2 Ownership................................................................................................... 18
7 Financial Plan ..................................................................................................... 18
7.1 (5) Year Financial Assumption ........................................................................ 18

b
2|Page MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD)
 1. Introduction

1.1 Business Concept

MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD.

REG NO : 2020/445009/07 (hereafter known as THABISO S MHLAMBI) is a newly
established Business thatoperates in the Security Industry. The Business is located in
Sebokeng and will provide security services in this area as well as surrounding areas in
the Gauteng province.

The founder of MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY)

LTD has over 15 years’ experience in the security industry, which
includes safeguarding and access control services.

has a vision to be the leading private security company by providing world classsafety
and protection services. The Business aims to impact the economy of South Africa,
through job opportunities and people empowerment. Essentially MABUBUYE UBUNTU
MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD will sell peace of mind to its
clients.The Business will specialise in safeguarding services.

MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD will

grow its employee base of security guards carefully, based on client contracts, tenders,
and part-time jobs, using both full-time and part-time guards. A dedicated
management team will make sure that operations in all aspects operates smoothly. The
Business will make sure that it implements logistical expertise and proper infrastructure
for control over every aspect of the Business.

After the initial investment and launch, a lean percentage year is projected. The
business will be poised to expand through its own financing after 5 years.

In the current economic climate, which promises an upswing in general and in

outsourced services especially, this business is launching at the right time. The business
will target tenders, contracts, farms, retail stores, corporate companies, offices and the
private sector.

Customer excellence will set MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY

SERVICE (PTY) LTD apart from its competition.

b
3|Page MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD)
 Vision, Purpose, Goals and Values

1.2 Vision

MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD to be the

leading security services provider in Gauteng || South Africa.

1.3 Mission

MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD mission is to

provide affordable and quality security services to its clients.

1.4 Goals

2.3.1 Business Start-up Phase

Goals:

 Compliance Registration
 Initial Operational Systems
 Initial Marketing Campaign
 Staff Employment

Timeframe:

 12 Months

2.3.2 Business Advanced Growth

Goals:

 Staff Training
 Management Systems
 Advanced Operational Systems
 Advanced Marketing Campaigns

Timeframe:

 0 – 12 Months

b
4|Page MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD)
 2.3.3 Business Mature Growth

Goals:

 Brand Building
 Increased Marketing

Campaigns Timeframe:

 0 – 12 Months

1.5 Values

2.4.1 Ethical Values

 Reliability
 Honesty
 Vigilance

2.4.2 Operational Values

 Professionalism
 Excellence Services
 Quick Turnaround Times

2. Business Model

2.1 Operational Industry

3.1.1 Security Industry

2.2 Services

Security Guard Services

 Gate / Boom Guarding

 Patrolling Guards
 Quick Armed Response
 Fire / Evacuation Emergencies
 Health / Accident Emergencies
 Liaison with police and city emergency organisations

b
5|Page MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD)
 2.3 Business Operational Strategy

2.3.1 Marketing Strategy

3.3.1.1 Viral Marketing

MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD will

focus on excellent service delivery standards to build a strong wave of viral marketing.
This is the best and most price effective form of marketing. Word of mouthproduces
immediate trust and doesn’t cost money.

3.3.1.2 Social Media Marketing

Platform:

 Facebook
 Twitter
 Instagram

Strategy:

 Special Offers: On these platforms, promotions, competitions and give away

specials will be advertised.
 Client Engagement: MABUBUYE UBUNTU MA AFRICA AMAHLE
SECURITY SERVICE (PTY) LTD will actively engage with its client
base on SocialMedia, internet, Meetings
 Brand Building: The Business will constantly create brand awareness through
Social Media to build the brand in Sebokeng.

3.3.1.3 Google AdWords

Platform:

 Google AdWords

3.3.1.4 Email Marketing

Platform:

 Email / Leads List

b
6|Page MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD)
 Strategy:

 Email List: The Business will build an email list over time and send monthly
newsletter to promote specials, special offers and competitions to the database.

3.3.1.5 Traditional Marketing

Platform:

 Flyers
 Banners
 Brochures

Strategy:

 Brand Awareness: :
 will create brand awareness through setting up bannersand distributing flyers
at local shopping malls, centres, corporate companies, small business parks,
private estates and residential areas.
 Networking: The Business owners will join business networking events and
distribute business cards for personal marketing.

3.3.1.6 Tenders / Contracts Marketing Strategy

Platform:

 Websites
 Internet
 Meetings
 Tender Bulletins
 Tender Portals
 Tender Service Providers

2.3.2 Sales Department Strategy

3.3.2.1 Strategy 1: Personal Sales Process

The personal sales process is a sales system MABUBUYE UBUNTU MA AFRICA

AMAHLE SECURITY SERVICE (PTY) LTD will use to convert the leads generated
through the viral and traditional marketing strategies.
The process consists of the following steps:

b
7|Page MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD)
 Establish Customers Budget:

 The salesman establishes the customers budget after the introduction meeting
and draws up a few scenarios to fit the customers’ requirements and needs.

Sales Meeting:

 A second meeting is setup with the customer to provide him with a few options
to choose from. During this meeting the ideal outcome will be negotiated.

Finalise Quote:

 A final quote is setup and send to the customer.

3.3.2.2 Strategy 2: Online Sales Process

The online sales process is a sales system the Business will use to convert the leads
generated through the Social Media, Google and email marketing strategies.
The process consists of the following steps:
Introduction Phone Call:

 An introduction phone call is done to the prospect discuss their requirements

and needs.

Establish Customers Budget:

 The salesman establishes the customers budget while on the initial phone call
explains a few options to fit the customers’ requirements and needs.

Follow Up Email:

 An email is sent to the client, explaining the options and process, which was
discussed over the phone.

Follow Up:

 Client is called 5 working days after initial call to push for a possible conversion.

2.3.3 Operations Department Strategy

Step 1: Internal Operations

On receipt of the payment or contract agreement, the Finance Manager will process
the payment or contract and inform the Operations Manager of the service required.

Step 2: Service Specifics

The Operations Manager receives the internal information and arranges the specifics of
the service to deliver to the client.
b
8|Page MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD)
 Step 3: Service Delivery

MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD has

systems in place to make sure that every site it provides a service too will operate
efficiently. Guards and employees will be trained and required to keep thesystem to
the letter

b
9|Page MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD)
Operations Diagram

Step 4: Finalise Quote

Marketing Department Step 3: Sales Meeting
/ Contract

Step 1: Marketing Step 2: Establish Operations

Campaigns Customer Budget Department

1st Campaign - Viral Step 1: Introduction Step 1: Internal

and Traditional Meeting Operations
Marketing

2nd Campaig - Online Step 2: Service Step 3: Service

Sales Department
and Email Marketing Specifics Delivery

2.4 Industry Analysis

3.5.1 South African Security Industry

The Security Industry in South Africa are very different to the ones in other countries.
South Africa poses unique threats and are statistically the 3rd most violent country in the
world after (1) Venezuela and (2) South Sedan.

The increasing crime in South Africa has resulted in the Private Security Sector growing
rapidly. There are round about 9 000 Security Companies active in the South Africa.

There are currently over 490,000 active Private Security Officers in South Africa; working
in armed response, cash-in-transit, and guarding companies. By comparison, SAPS
employ 194,852 people and the SANDF’s total military force (excluding reserves) is
77,597. This means that the number of active private security officers in SA is nearly
double the size of the SAPS and SANDF combined.

b
10 | P a g e MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD)
 The most recent Stats ‘SA Victims of Crime’ survey found that the most feared type of
crime is house robbery – this resulted in 50% of households taking physical measures to
protect their homes, and 11% of households employ private security services.

In addition to this, the Victims of Crime survey showed public’s faith in the police’s ability
to solve crimes has steadily fallen. In 2011, 64% of people had confidence in the police;
this figure dropped to 58.8% in 2015/16.

These stats boast well for Private Security Company and proofs that people would
rather approach a Private Security Company, than the Police in South Africa. The
opportunity of starting a Private Security Business in South Africa is clear, the industry is
growing consistently, and people are willing to pay for Private Security Services. South
Africans are spending more on Private Security in South Africa than ever before. An
estimated R45 Billion are spend on Private Security in South Africa annually.

2.5 Target Market

3.6.1 Business Location

Gauteng || Sebokeng

3.6.2 Target Market Location

Gauteng Province and ultimately South Africa.

3.6.3 Target Market Analysis

Private Sector:

 Real Estate Parks

 Individuals

 Apartment Building

b
11 | P a g e MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD)
 Business Sector:

 Office Parks
 Private Companies

Corporate/Retail

Sector

 Corporate Companies
 Retail Companies

Public Institutes:

 Public Schools
 Public Sport Clubs
 Shopping Malls

3.6.4 Market Gap

3.6.4.1 Increasing Crime in South Africa

In the current economic climate of South Africa, many South Africans are jobless and
need to provide for themselves and their families. This factor has resulted in an
increasing crime rate in South Africa. A lack of education has contributed to the
increasing crime in south Africa.

3.6.4.2 Public Preference

According to the ‘Victims of Crime’ survey the public’s faith in the Police’s ability to
solve crimes has steadily fallen. In 2011, 64% of people had confidence in the police;
this figure dropped to 58.8% in 2015/16.

The general public in South Africa are losing faith in the South African Police Services.
However, with the increasing crime in South Africa the public still requires protection
and turns to Private Security Companies to protect their homes, assists, vehicles and
lives.

3.6.4.3 Unreliable Security Service Provider

Private security companies and security guards can be unreliable and poor. This
creates an opportunity for an ethical service provider in the Security Industry to fill this
gap.

MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD is

an ethical, honest and quality security service provider. The gap will be targeted through
ethical, honest and a quality service delivery to the client.

b
12 | P a g e MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD)
 3.6.5 Market Trends

3.6.5.1 Consumer Preferences:

 Integrity and Honesty

 Order and Control
 Well Trained Guards
 Proper Communication Skills
 Fast Reaction Times

2.6 Competitive Advantage

3.7.1 Customer excellence will set MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY
SERVICE (PTY) LTD apart from its competition.

b
13 | P a g e MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD)
 4 SWOT Analysis
Strengths Weaknesses

Service Delivery Standards Inexperience

The Business provides exceptional MABUBUYE UBUNTU MA AFRICA
AMAHLE SECURITY SERVICE (PTY)
service with a professional
LTD is a new business, this could
attitude.
result in the market not
providing opportunities or
Low Expenses
contracts to the Business, but
Operating expenses are still low
due to the fact that the business rather to a well-known business in
is still relatively new. This results the industry.
in a low risk opportunity.
Business Growth
MABUBUYE UBUNTU MA AFRICA
Trained Security Guards AMAHLE SECURITY SERVICE (PTY)
Fully trained guards with moral LTD will work hard to improve the
values. current growth. The Company is
still new in the market with
Key Attributes potential to grow in the near
The guards in employment future.
possess the 5 key attributes
which makes a quality security Operational Systems
guard an asset: Operation systems are not
fully setup, systems will
improve as the Business
grows.
4.1 Competitor analysis:
 DEF Security
 Tech Security

b
14 | P a g e MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD)
 4.2 SWOT Analysis

 Alertness
 Honesty
 Physical Fitness
 Communication Skills Factors the general market sees as a
 Serving Attitude problem:
 The market see’s poor service, poor
Team Work work ethic, poor quality and untidy
The employees work together as a team. work as a problem.
 Poor reaction time to emergency
Profit situations on site.
The Business is making most of its profits  Miss communication between
through its safeguarding services. client’s and security officers.

Management Experience
Management specialises in different
areas of security. This gives the Business a
broad perspective on a full security
service.
Opportunities Threats

Increasing Crime in South Africa Competition

In the current economic climate of South The security industry is an extremely
Africa, many South Africans are jobless competitive industry in South Africa.
and need to provide for themselves and Corporate companies with large
their families. marketing and operational budgets are
making it difficult for startup security
Public Preference companies to enter the industry.
According to the ‘Victims of Crime’
survey the public’s faith in the Police’s Industry Standards
ability to solve crimes has steadily fallen. Technology and quality standards in the
security industry are consistently
Unreliable Security Service Provider improving. MABUBUYE UBUNTU MA
Private security companies and Security AFRICA AMAHLE SECURITY
Guards can be unreliable and poor. This SERVICE (PTY) LTD will stay updated
creates an opportunity for an ethical and evolve with the market.
service provider in the Security Industry to
fill this gap. Staff Employment
Management should avoid employing
Applying with the consumer preferences: unethical guards. The following factors
 Integrity and Honesty are normal tendency’s under security
 Order and Control guards in South Africa and that could
 Well Trained Guards hurt MABUBUYE UBUNTU MA
 Proper Communication Skills AFRICA AMAHLE SECURITY
 Fast Reaction Times SERVICE (PTY) LTD.
b
15 | P a g e MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD)
 Organisational Chart

SHAREHOLDERS

MANAGING
DIRECTOR

MARKETING SALES OPERATIONS FINANCE

DEPARTMENT DEPARTMENT DEPARTMENT DEPARTMENT

MARKETING OPERATIONS FINANCE

SALES DIRECTOR
DIRECTOR DIRECTOR DIRECTOR

MARKETING OPERATIONS FINANCE

SALES REP
EMPLOYEE EMPLOYEE EMPLOYEE

SECURITY GUARDS

b
16 | P a g e MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD)
 GENERAL INFORMATION

COMPLIANCE

Legal entity type: Private Company (Pty) Ltd.

Company Name: Mabubuye Ubuntu Ma Africa
Amahle Security Services (PTY) LTD
Registration number: 2020/445009/07

b
17 | P a g e MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD)
 Ownership
Name and Surname: Thabiso Simon Mhlambi
Age: 44
Gender: Male
ID Number: 780305xxxxx
Percentage Shares: 100%
Other Contribution of Value: Managing Director

b
18 | P a g e MABUBUYE UBUNTU MA AFRICA AMAHLE SECURITY SERVICE (PTY) LTD)