CASE STUDY : MUHAMMAD NOR SAUFI - KRAVA STUDIO

Prepared for:
DR. JACQUELINE KOH SIEW LEN BINTI STEPHEN

Prepared by:
AHMAD ‘AQIL BIN ABDUL HALIM (2022856092)
CHOREIN SOLIMAN (2022831232)
MOHD NORHISHAM BIN AKUN (2022458474)
FATIN NURFATIHAH BINTI MOHAMMED LEE (2022462254)

BACHELOR OF BUSINESS ADMINISTRATION (HONS.) MARKETING (BA240) &

(HONS.) FINANCE (BA242)

ENT555 5G1

UNIVERSITI TEKNOLOGI MARA (UITM)

FACULTY OF BUSINESS AND MANAGEMENT

14th May 2024

 ACKNOWLEDGEMENT

In the first place we would like to dedicate our praises and thanks to Allah SWT, the
Almighty, for his shower of blessings throughout our case study to complete the assignment
successfully.

Besides that, we respect and are thankful for our Digital Entrepreneurship (ENT555)
lecturer, Dr. Jacqueline Koh Siew Len Binti Stephen for allowing us to do this assignment
work and providing us with all support and guidance which made us complete the
assignment on time. We are immensely thankful to her for offering such good assistance and
advice. For us to see and clear what we should know when interviewing with the owner of
the business. We were motivated greatly by her dynamism, dedication, and enthusiasm.

Next, we are immensely grateful to our parents for their love, prayers, support, and
sacrifices for us. We are thankful for their understanding of our roles and responsibilities as a
student to complete our case study.

Lastly, we are very thankful to Encik Muhammad Nor Saufi, KRAVA STUDIO’
owner for his understanding of cooperating with our case study through the interview.
Although he was very busy with his business, he still managed to be interviewed by our
group through an online platform. We hope that our case study can distribute the sharing and
knowledge that have been shared by the owner of this business.
 TABLE OF CONTENT

ACKNOWLEDGEMENT..........................................................................................................2
INTRODUCTION................................................................................................................... 4
1.0 BACKGROUND OF THE ENTREPRENEUR & BUSINESS..................................... 5
2.0 DIGITAL MARKETING STRATEGIES........................................................................6
2.1 Distribution Channel......................................................................................................6
2.1.1 Distribution model............................................................................................... 6
2.1.2 Number of dealers/agents...................................................................................6
2.1.3 Online platforms used......................................................................................... 7
2.1.4 Management of Social Media advertisement......................................................9
2.2 Online Advertising Budget......................................................................................... 10
2.2.1 Type of paid online advertising used.................................................................10
2.2.2 Offline advertising and marketing initiatives......................................................10
3.1 Social Media Management........................................................................................ 12
3.2 Social Media Intelligence........................................................................................... 12
3.3 Creative Copywriting..................................................................................................14
4. SWOT ANALYSIS.............................................................................................................17
CONCLUSION.......................................................................................................................20
APPENDICES (TRANSCRIPT).............................................................................................21
INTRODUCTION

For our ENT555 assignment, we were required to select an SSM-registered company

engaged in online business, with a strong social media presence, generating at least
RM100,000 in annual revenue, and led by a full-time entrepreneur. We confidently chose
Krava Studio. The rationale behind our choice is that Krava Studio meets all the case study
criteria.

Additionally, Krava Studio's attractive design, which exudes a royal vibe, intrigued us
and motivated us to learn more about their products and the inspiration behind their creative
and unique t-shirt designs. This case study aims to examine the major strategic and
entrepreneurial developments that have contributed to the success of Krava Studio, as well as
how the entrepreneur manages the business, tackles challenges, and resolves issues. Given
the founder's significant achievements, this study also seeks to uncover specific
problem-solving strategies employed by the business.

When we sent a permission letter requesting an online interview with the owner, we
anticipated a possible rejection or no response at all. However, to our delight, he responded
positively and agreed to the interview. We were thrilled and impressed by his willingness to
engage with us. Thus, in this assignment, we will start with an overview of Krava Studio's
background, followed by an analysis of their digital marketing strategy and social media
competencies. Finally, we will conclude our case study.
1.0 BACKGROUND OF THE ENTREPRENEUR & BUSINESS

Name of Online Business : 1. Ahmad Muzaffar bin Ahmad Rerah

Owner 2. Mohammad Nor Saufi bin Mohd Khairul
Anuar
Business Address : A2-2-23, OUG Parklane Jalan ½ Off Jalan Puchong
58200, Kuala Lumpur Wilayah Persekutuan.
Name of Company Registered : Krava Studio
Name of Brand : KRAVA
Types of Products Sold : Sublimation Printing (T-Shirt, Jersey Shirt)
Date Commencing Online : 01-04-2019
Business
Start-up Capital : RM 13,400
Annual Sales in 2023 : RM 800,000 (20,000 units)
Website URL : https://shopee.com.my/kravastore
Facebook URL : https://www.facebook.com/kravastudiomy
Instagram Profile : @kravastudio.my
Amount spent for Facebook : RM 32 (Facebook)
Advertisement per month
Amount spent for Google Ads : RM 100
per month
No. of Followers in Facebook* : 544 Followers
No. of Likes in Facebook* : 519 Likes
No. of Followers in Instagram* : 2,857 Followers
Average Response Time : 45 min - 1 hour
Facebook*
Original Content Posting per : 6 posts of content on average per month
month (Facebook)*
Original Content Posting per : 7 posts of content on average per month
month (Instagram)*

Table 1. Company XX’s Online Business Fact Sheet

2.0 DIGITAL MARKETING STRATEGIES

2.1 Distribution Channel

2.1.1 Distribution model.
Distribution channel is simply a network used to distribute the goods
from the producers towards the consumers. Wholesaler, merchants,
distributors and now the internet are variations of distribution channels, where
the fundamental purpose of it is to deliver goods and services to end users
quickly, and efficiently. Distribution channels directly impact the revenues of
businesses which makes it one of the important factors to be considered when
creating a legitimate business proposal.
KravaStudio uses digital marketing channels, such as social media
platforms to engage with customers and expand on their reach of audience. It
is efficient as it provides a broader reach of audience while simultaneously
having a low cost of use. The method to obtain information about their
business is straightforward, as their facebook page has the business’s working
hours, physical store, location and customer feedback. To add on, their
instagram page provides an extensive detail on the special seasonal products,
keeping the customers up to date with their new t-shirts, while their shoppee
page eases the ordering process.

2.1.2 Number of dealers/agents.

As of the current date, the distribution network is small comprising of only:

● Dealers: 3 dealers who handle bulk purchasing and distribution.

● Agents: 3 agents operating in different territories.

The dealers are mainly the owner and his workers themselves who
continuously produce their special designed items. They first identify the
place with higher item orders and then they would print them in bulk to be
sold in said areas. Since they have opened their distribution towards Sabah
and Sarawak of Malaysia, and to Semenanjung Malaysia where they
originally opened their business, it is important for them to slowly penetrate
into the market of each state as there are market discrepancies which could
affect their business activities.
 They also have small agents operating in each said state, where they
market their products and services to the local people. They open their
services mainly towards the academic institutions who constantly handle
events of their own and have a need of creating related clothing apparels.

2.1.3 Online platforms used.

The main Internet platform used by Krava Studio Company is
Instagram while they do have facebook and shopee accounts where they
showcase and market their products as well as act as a space for easy
communication with customers. New designs are mainly leaked and promoted
by using engaging promotional videos on Instagram.

Instagram page account

The instagram page account used is to amass followers and have a
wider reach of audiences. The interactive platform allows for the audience to
have a direct view of their special seasonal products, showcasing their special
designs. It also allows for easy interaction as the instagram account is linked
with other social media accounts so that potential customers can easily browse
their products.

Though it is possible to make orders through the use of instagram, they have
been prompted to create other social media accounts in order to ease the
process for customers. One of the accounts is a Shoppe account.
 Shoppee page account

Shoppe offers a simple space for ordering and showcasing products.

Customers can make single purchases or bulk buying easily while browsing
the right product that fits their needs. This successfully advertises and
provides promotional messages to consumers albeit smaller in comparison to
instagram.

Facebook page account

The facebook page account is used as a space for inquiries from

potential customers. They respond in a timely manner towards customers'
questions on the daily as it is easier to reach using online platforms. They can
secure more customer’s interest in their services using the facebook page so
that more orders for personal design can be made easily.
2.1.4 Management of Social Media advertisement.

The management of social media advertising is done by the marketing

team of Krava Studio where they systematically choose the right location as a
place of promotion. They have adopted this strategy at the 1st year since the
making of their Business venture where they would use different media for
each platform. Each platform offers a different set of market audience, where
Facebook is mainly used by people who are in their early 30’s to early 50’s.
Meanwhile, the average age of the users on instagram are in their teens until
mid 30’s, while shoppe users are further segregated into people who have the
capital to purchase goods.
The way they have used these platforms is to highlight their exclusive
product by posting videos and pictures while copywriting exclusive deals to
attract Customers. The younger consumers are mainly approached on
instagram. The interactive and cool, modern designs would resonate well with
the young people, inciting them to buy their products.
Meanwhile facebook aims to target working people who are in the
governmental or organizations, as they are the main market who periodically
does events resulting in the needs of clothing apparels. They showcase these
types of services on the page and use easy words that would appeal to the
people so they would know how the company operates, and by further
showcasing an efficient work, people would come to trust them better.
Schools are one of the main markets as they would have many clubs and
activities. What better way to exhibit their creative endeavours than having a
uniform t-shirt to use?
The Shoppee page is a modern way of shopping and it saves costs as it
removes the need to hold stock. They can take orders and produce the same
amount of goods without having to hold some as stock. The Shoppee page is
used by the company’s marketing team in order to further simplify the process
of ordering. The already complete system used by shoppee is a great asset to
use in order to expand their outreach to buyers. They also provide a great page
layout that is user friendly. This would attract both the young and the middle
aged to buy their specialty products.
2.2 Online Advertising Budget

2.2.1 Type of paid online advertising used.

The type of paid online advertising used are Facebook Ads, and
Google Ads. They used the advertisement service as a way to promote their
seasonal products, and this is usually done on special occasions such as during
the Merdeka Day of Malaysia, which happens every year, showing a new
design for each year starting from the year 2019. They would typically spend
a total of a month in using facebook and google ads, then they would do
personal promoting using their social media. The calculation is as such;

Facebook ads = (Rm3 (per day) x 2 times a week) x 4 = Rm24

Google ads = Rm100

From the statement given by the interviewee, they calculated that for an
approximate spending of rm24 for advertising, they would have an increase of
10% - 20% of their outward reach to the viewers. This will in turn increase the
sales amount they would get otherwise, and they would receive back the
money spent on advertisements.

2.2.2 Offline advertising and marketing initiatives.

To effectively reach potential customers who need their printing

services, particularly those working in schools or organizing events, Krava
Studio employ a few of targeted offline advertising and marketing strategies;
1. Networking and Relationship Building.
● Scheduling visits to local schools to meet with decision makers
such as principals, athletic directors, and PTA members to
discuss their needs and present our services.
● Sponsoring local Sports teams, to join sports tournaments, by
providing printed shirts for participants and staff in exchange
for advertising space or verbal acknowledgement.

2. Partnerships and Collaboration.

● Partnering with local sports organizations, and other businesses
that cater to schools and event organizers, in exchange for
cross-promotion, offering referral incentives.
● Building relationships with key figures in schools and
organizations to gain endorsements or testimonials, which can
be used in further marketing efforts.

3. Word of Mouth and Referrals.

● Creating referral programs where current customers receive
discounts or rewards for referring new clients, particularly
those in schools or event organizations.
● Encouraging satisfied customers to share their positive
experiences with colleagues and friends who may also need
Krava’s services.
3.0 SOCIAL MEDIA COMPETENCIES

3.1 Social Media Management

According to the owner, Krava studio is using promotional strategy as their main
social media marketing strategy. This includes some forms of video promotion as
well as social media posting. And according to him, the main target audience for
Krava Studio is mainly students.

Consistency is a key for any businesses out there to grow their followers on
social media, as was being said by the owner during the interview. He emphasizes the
importance of being active on social media platforms. He also stated that lack of
consistency is one of the reasons why many online businesses out there are facing
difficulties to grow their followers. The owner of Krava studio also agrees with the
statement that ‘social media management is an important aspect for any online
businesses’ because it can help them to communicate not only locally but to a certain
degree it can help them to communicate with the global market.

To sum up, we can assume Krava studio is a business that understands why
social media management is crucial for them and at the same time they know how to
fully utilize it for their own benefits.

3.2 Social Media Intelligence

In our group interview session with the owner of Krava Studio, we discovered that
Mr. Saufi often follows his clients on social media. In addition, he gave information
about how he prefers to follow their customers who private their accounts because
their customers who private this account can make it easier for them to conduct
surveys from time to time about what customers like about their designs and what
needs to be improved with the jerseys they sell In addition to that, he also stated that
if they want to follow a customer who has not made their social media account
private because they are worried that the customer is someone who will give
unfavorable feedback to their sales in the future.

Next, in our interview session with Mr. Saufi, his affectionate nickname is
'Abang Opi'. We found that he also follows their competitors on social media. This is
because he stated that in the business world, it is better to have healthy competition
with our competitors. He also stated that he prefers to follow their competitors to get
inspiration to do new designs instead of what others say about "monitoring" our
competitors. He added in his statement that he was inspired to design this new jersey
shirt because, in the shirt printing business, we need to create a catchy design to
attract the interest of customers. For example, the jersey design that is now viral is the
'Choi' jersey design. By following their competitors, this will always help them
decide which design they should do and which one is more trendy. For the next
question related to the followers followed by their businesses on social media, he said
that most of the people he follows are business people. But he also gave an answer,
and he also followed people who were in the potential buyer group. This is because
he wants to arouse curiosity about what products their business sells.

In our group interview with 'Abang Opi’ (Encik Saufi), we got information
that he also follows businessmen and business groups on Facebook. According to
him, following this business group has a lot of positive impact and provides a lot of
knowledge. He added that the important knowledge he got is that his staff can create
another way to do marketing and promotion through what has been shared in his
business group. In addition, because the group that 'Abang Opi' follows is a
businessman who will become a successful entrepreneur one day, he also took steps
to grab the opportunity by introducing their business to his business partners. In
addition, he stated that apart from sharing to attract customers to the business, there is
also sharing on how to manage social media well to increase followers on social
media. Overall, he stated that following business support groups on social media
provides more benefits.

In this session of sharing interesting moments from the owner of Krava

Studio, 'Abang Opi' shared a moment that, for him, was the best achievement
throughout the year 2023. For him, that moment was a starting point that gave him
and his business information about which of his customers is his regular customer in
Negeri Sembilan and is also a teacher at a school. His customers have been his
customers since the time of Covid-19. He said that initially the customer only bought
between 15-20 pieces of jersey, but in 2023 the customer stated that he wanted to buy
882 jerseys designed by Krava Studio, and his company had made a profit of
RM32,000.00. He stated that 2023 will be his highest sales year.
3.3 Creative Copywriting

The owners of Krava Studio agree that stories and images are two main
elements of an attractive copywriting. This is because both stories and images play an
important role in engaging the audience. He believes that a powerful story can
connect the emotions and interests of the audience, making them engage with the
content more deeply. In addition, attractive images can support the story and provide
a visual dimension that reinforces the message to be conveyed. By combining these
two elements, Krava Studio strives to create captivating content, ensuring that every
piece of copywriting produced has a great impact and is able to effectively convey a

message to their audience. Below is the evidence that the stories and images are two
main elements of an attractive copywriting, that was taken from Krava Studio
Instagram :

From the above, Krava Studio says that “the hibiscus elements that symbolize
the national flower of Malaysia.This hibiscus is very synonymous and close to the
hearts of Malaysia”, it’s a short story but it has a big meaning that can attract the
attention of their customers.

As for the image above, we can see that the hibiscus design on the t-shirt was
lovely. The hibiscus is such a vibrant and beautiful flower, often associated with
tropical locales and relaxation. It is quite attractive right, especially the design is
well-executed and the colors are vibrant. Plus, wearing something with a floral motif
can evoke feelings of summertime and the outdoors, which many people will find
appealing.

Besides that, the owner of Krava Studio believes that creating a good posting
is a skill that people should continuously learn. He said that “there is a certain way we
need to interact with customers. For example, while celebrating the independence
day, it is important to embrace the customers and target market in a suitable way. As
in life, the way we talk to the elderly should be respectful, showing appreciation for
the traditional values ​and heritage of the country. On the other hand, communicating
with peers requires equality and understanding of relevant trends and language.
Similarly, interacting with the younger generation requires a willingness to adapt a
dynamic and innovative communication style.” From here we can see that creating a
good posting is an important way to convey information clearly and effectively to an
audience.

In this increasingly digitally connected world, verbal communication skills are

becoming more and more important, whether in everyday discussions, professional
discussions, or in public delivery contexts such as presentations or speeches. Creating
good posting skills involve the ability to organize ideas in an orderly manner, convey
a message clearly and concisely, and capture the audience's attention with a
captivating style and speaking ability. By mastering these skills, individuals can be
more effective in communicating ideas and influencing others, whether in business,
education, or their overall social life. Therefore, the owner of Krava Studio believes
that learning and creating good posting skills is important for everyone to improve
their communication abilities and succeed in various aspects of life.

Furthermore, the owner of Krava Studio says that to make an interesting

copywriting, they must ensure that their copywriting is engaging with a planned and
strategic approach. For example, for seasonal items such as independence clothing
that they offer ahead of Independence Day celebrations, Krava Studio will apply a
teaser approach a month in advance. They will plan a series of posts that pique the
interest of customers by depicting interesting elements from their collection, but
without giving away too many details. Owner of Krava Studio using the A.I.D.A
(Attention, Interest, Desire, Action) method, which is Krava Studio begins by
capturing the attention of customers through teasers that arouse curiosity. Then, they
reinforce interests by illustrating the unique story behind each item of clothing,
evoking a sense of emotional involvement and patriotism in customers. Next, Krava
Studio creates desire by highlighting the quality and added value of their products, as
well as the uniqueness of wearing their clothes on that historic day. Finally, they drive
action by directing customers to make a purchase, providing easily accessible links or
limited special offers. So with this strategy, Krava Studio not only creates compelling
copywriting, but also follows a structured approach that has the potential to increase
customer engagement and encourage purchasing action.

Lastly, Krava Studio understands that creating a good image is the key to a
successful relationship with customers. They describe themselves as leaders in
providing a warm and respectful welcome to every customer, whether new or
existing. The owner of Krava Studio believes that a warm and respectful welcome to
customers is fundamental to the success of their business as it builds an image as a
business that values ​and respects its customers. The owner of Krava Studio admits
that without a friendly welcome, it may feel rude and uncivilized to some customers.
Therefore, they always strive to provide a welcoming and friendly environment for
every customer who steps into their store or interacts with them online. By paying
attention to details such as hospitality, Krava Studio builds an image as a responsible
business that cares about customer needs and satisfaction. Below is the evidence for a
warm and respectful welcome to customers that Krava Studio do from their Facebook
and Instagram :
4. SWOT ANALYSIS

Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis is a commonly

used framework in assessing a company’s competitive position. It analyzes the Internal and
External elements, as well as future possibilities which can be considered into developing the
correct strategic plans.

STRENGTHS WEAKNESSES

● Unique Product Offering ● Pressure on prices

● Brand Identity ● Technology Skills
● Quality and Craftsmanship ● Demands from customer
● Seasonal Popularity ● Quality assurance

OPPORTUNITIES THREATS

● Global market opportunity ● Logistics Constraints

● Better customer relationship ● Challenges in Marketing and Branding
management (CRM) ● Concerns about the environment and
● Efficient channel distribution ethics
● Lowering the cost to reach the target ● The competitors
market

STRENGTHS

1. Krava Studio has various unique product offerings. One of them is the hibiscus motif
which provides distinctive t-shirt brands.
2. Krava Studio has a clear, consistent brand identity focused more on their vibrant
designs that can attract a dedicated customer, for example the hibiscus design.
3. Krava Studio emphasizes high-quality materials and detailed designs and can build a
good reputation.
4. Krava Studio has a perfect t-shirt theme, for all the seasons that will get high
popularity from their customers.

WEAKNESSES

1. You can feel pressured to cut pricing in order to stay competitive, which could reduce
your profit margins. Achieving a balance between price, quality, and profitability is
crucial.
 2. It may take ongoing investment to stay up to date with modern technology. Krava
might need to maintain their effectiveness by requiring the appropriate hardware and
software skills.
3. Krava might have difficulty by taking demand design from customers. That is why
efficiently managing complaints, refunds, and modification requests might demand a
lot of resources.
4. Ensuring uniformity in quality for every product is essential. Any drop in quality has
the potential to harm your business's reputation and offend customers.

OPPORTUNITIES

1. Global market opportunity will exist due to the fact that there are no specific barriers
of entry for this particular industry to ‘touch’ the global market (maybe in south east
asia) because the internet will make it easier for businesses like KRAVA to enter a
new market outside its country of origin.
2. Better CRM will likely happen because KRAVA can easily communicate with their
audiences via the internet. Just like what the owner told us during the interview, social
media has eased their communication process because they can respond in such a
short time for their customer’s inquiries which can satisfy their customers and help
them in terms of customer relationship management.
3. Efficient channel distribution is also related to the CRM as well because KRAVA can
reach their intermediaries and customers in a less expensive way. They can even do
direct distribution because of the convenience provided by social media itself. The
easier communication between KRAVA and its intermediaries will also help to make
the channel distribution become more seamless because it can reduce conflict
between them.
4. Lowering costs to reach the audiences is also one of the opportunities because
KRAVA can easily reach their target market without incurring huge costs. Maybe they
will have to pay for their social media advertising and maybe the SEO as well (even
though the owner said that they haven’t developed their own website yet) but these
costs are nothing compared to traditional advertising that will for sure incurring much
higher costs for KRAVA.
THREATS

1. It might be difficult to manage quality across potentially national supply chains, but it
is crucial to maintain high standards in materials and industrial processes.
Nevertheless, the supplier's dependence on other suppliers might cause issues if they
have sketchy funding, subpar products, or manufacturing hold-ups.
2. In a crowded market, increasing brand recognition and loyalty will require time and a
significant marketing expenditure. Negative evaluations resulting from subpar
customer service or defective products can further damage a company's reputation.
3. To satisfy the increasing demand from consumers for products made responsibly and
ethically, it could be required to make investments in ecologically friendly materials
and production techniques. Additionally, when manufacturing methods transgress
moral standards, consumers may become enraged, and your brand's reputation may be
damaged. Corporate social responsibility will take place.
4. Well-known brands like Nike, Adidas, and others may be challenging to compete
with due to their significant market share and fervent brand loyalty. Conversely, price
rivalry between low-priced producers and well-known brands can aid in cost
reduction.
CONCLUSION

The clothing industry is a fast-moving, dynamic sector that rewards creativity,

personalization, and the capacity to act rapidly on trends. The sublimation jersey and t-shirt
printing industry has a lot of room to grow and succeed within this dynamic market.
Sublimation printing's quality and versatility offer fashion firms a great way to stand out
from the competition and satisfy industry demands.

Fashion firms seeking to create distinctive, bespoke products will find sublimation
printing to be an ideal choice due to its infinite customisation choices. The increasing desire
from consumers for apparel that expresses their individuality is met by this technology.
Brands may produce unique attire that appeals to their target audience by using sublimation
printing, which makes intricate designs, brilliant colors, and detailed patterns possible.

In addition, the superior and long-lasting prints generated by sublimation guarantee

that patterns stay bright and intact over several washings. In the fashion business, where print
lifetime has a big impact on customer happiness and brand reputation, this resilience is very
important. Fashion brands may safely create personalized jerseys and t-shirts that hold up
over time in terms of both quality and aesthetic appeal.

The speedy turnaround times required by the fashion sector are supported by the
efficiency of sublimation printing, in addition to personalization and durability. Brands are
able to react quickly to market shifts and customer preferences by launching fresh designs.
This skill not only strengthens a brand's competitive advantage but also fits in with the
fast-fashion business model that now rules the market.

In conclusion, the Krava Studio is a company in a strong position to prosper in the

clothing apparel sector. Fashion firms may capitalize on the distinct benefits of sublimation
printing, like unmatched customisation, enduring prints, and swift production capabilities, to
satisfy changing consumer needs and differentiate themselves in a competitive market.
Adopting cutting-edge printing techniques like sublimation will be essential to the fashion
industry's continued evolution and success.
APPENDICES (TRANSCRIPT)

We did our interview using google meet as a last resort due to the time constrict. The
Interviewee was unluckily, not available during our time alloted to meet face-to-face at
1Borneo “AlamakAyu bake & Cafe”. As the meeting was pushed back, Mr Saufi was
unfortunately heading back to Kuala Lumpur after his stay in Sabah. So to not further burden
him, we shared our views and questions through online methods.

Aqil: Assalamualaikum dan salam sejahtera kepada semua, dan ingin juga diucapkan
seungkap kata terima kasih kepada Abang kerana mengikuti Interview pada hari ini.
Sebelum kita bermula, boleh abang perkenalkan diri?

Mr Saufi: Eh sama-sama hahahahha. Okay, so nama abang, Muhammad Saufi berasal dari
Perak, dan nama business kami adalah KRAVA. Boleh panggil opie haha.

Aqil: Okay abang Opie, so teruskan untuk soalan saya dulu. Bilakah mulanya business
KRAVA ni?

Mr Saufi: KRAVA ni kami mulakan pada tahun 2019, pada awal waktu COVID-19. Saya dan
rakan start KRAVA ni sebab kami nampak ada opportunity, dan kami pun mula
berbincang untuk menjayakan business kami ni.

Aqil: Ohh, faham. Okay, so untuk teruskan soalan ni saya akan masuk kepada soalan
berkaitan sosial media.

Mr Saufi: Ok, Aqil.

Aqil: so bang, macam mana abang boleh lihat kesan menggunakan posting di sosial media
untuk seasonal product promotion? Abang ukur dia macam mana? Dari minggu ke
minggu ka, ikut bulan ka?

Mr Saufi: Okay, for, we just discuss pasal brand, ok right, how I measure is, “how much I
spend, is how much I earn.” contoh; I spent 30 ringgit for the ads, okay. So let's say
that, I sell baju for 30 ringgit each, I get profit around 10 each. So if I sell 10 units,
I get 100 ringgit. So technically, that is one of the things that I measure. So 100
ringgit minus by 30 ringgit, so I already get a profit of 70 ringgit. That is one of the
way I measure if the ads is doing good or not.
Mr Saufi: Second of all is, how much reach that I get. I look based on the ads and focus on
how people react, you can see your other options from this. One is more profile
visit, more amount of reach like orang DM kita or Whatsapp kita, more profile
view, so depends on which you choose, but I always choose more profile visit and
also more direct macam dekat Whatsapp.

Mr Saufi: Because from this I can know how many people are contacting me using these ads.
So, let's say I make this ads which costs me RM100, in a way I want 100 people to
at least contact me for that amount. Barulah rasa berbaloi itu ads. Maybe dalam
100 orang tu, bukan semua akan beli baju pun, even kalau 50% atau 30%. What I
really want is the database.

Mr Saufi: I know that these people are interested in my product. At least mereka sudah
Whatsapp, and I have their number. Database is what I want lah, as it is also a new
number for me. Everytime I do the ads kan, I will especially take note of these
numbers.

Aqil: Sorry, abang boleh tolong explain lagi pasal New numbers tu?

Mr Saufi: Yes, the new numbers indicates new people yang belum tahu apa itu KRAVA, so
It's a good indicator to know yang business kita ni, is growing. So when they
initiate contact, means they are interested. Maybe mereka tidak beli hari ini, tapi its
okay, cuz now I have their number and I can promote to them future designs.
Maybe mereka lagi minat time tu.

Social Media Intelligence

Fatin: Do you monitor the behavior of potential customers on social media? Does it matter?
In what way does it matter?

Mr. Saufi: often follows his customers on social media. It can make it easier for them to
conduct periodic surveys of what customers like about their designs.

Fatin: How do you watch your opponent's behavior on social media? Does it matter? In what
way does it matter?

Mr. Saufi: He also follows their competitors on social media, this is because, as he said in the
business world, it is better to have a healthy competition with our competitors.
Fatin: What kind of people do you follow on social media? Are they from the same business
background?

Mr. Saufi: We got information that he follows businessmen and business groups on
Facebook. According to him, following this business group has a lot of positive
effects and provides a lot of knowledge.

Fatin: Do you follow social media business support groups? How well do they help you build
a good network for online business, and what is the most important knowledge you
get from your social media business support group?

Encik Saufi: The group he follows are businessmen who will become successful
entrepreneurs one day. Also takes steps to seize opportunities by introducing
their businesses to his business partners. Overall, he notes that following
business support groups on social media provides more benefits.

Fatin: Can you share some of the most interesting moments, when dealing with this
personality?

Encik Saufi: 'Abang Opi' shared a moment that, for him, was the best achievement in the
whole year 2023. His regular customer in Negeri Sembilan is also a teacher at
a school. Usually, the customer buys between 15-20 pieces of jersey, but in
2023, the customer stated that he wanted to buy 882 pieces of designer jersey.
Figure 4: Q&A about copywriting
Figure 5: Google Meet Session with owner of Krava Studio