This document describes a training program on Halal entrepreneurship offered by AYS, a Malaysian company. The program consists of 3 stages: 1) Setting up a credible Halal business, 2) Managing a profitable and world-class Halal business, and 3) Effective marketing of Halal products domestically and globally. Each stage is 2 days and covers topics like understanding Halal concepts, developing business plans, excellence in management, and marketing strategies. The goal is to help entrepreneurs and organizations set up and expand successful Halal businesses internationally.

1. “Halal Entrepreneurship”
3-stage learning modules on setting
up, managing and marketing of a
credible world class Halal business
Malaysia’s 1st

2. There is a single biggest market in the world that
has been largely overlooked by many…
the Halal market.
A New Economy. A Blue Ocean Strategy

3. “In AYS we aspire to build a sustainable business that
goes beyond conventionalbeyond conventional commercial platform.
We want to play a part to create the most impact tocreate the most impact to
the life of our consumers & community.the life of our consumers & community.”
RJ. Liow, Founder & CEO, AYS

4. Our Vision:
To be a trusted brand for International
Halal Business Advisory, Halal
Ecosystem and M.I.C.E.
Our Mission:
“To assist our customer partners to be
successful in their business endeavor.”

5. What do we do?
1.Investment in Halal related businesses
2.Services:
1. International market entry & development
2. Halal Entrepreneurship Learning Program
3. Conferences & Business Matching

6. We create
winning brands
Picture with Former Prime Minister of Malaysia.

7. AYS is an
award winning industry thought leader
We think out of the box, and are able to assist you to fine tuning your
operation, prepare and connect you to the international markets

8. Strong endorsementStrong endorsement
from the industryfrom the industry
A 1-InnoCert Double A’sA 1-InnoCert Double A’s
Rating CompanyRating Company

9. “… an excellent book by RJ.RJ.
Liow, CEO of AYSLiow, CEO of AYS which is
fully endorsed by Halal
Industry Development
Corporation, Malaysia.”
Dato’ Seri Mustapa Mohamed
Minister of International Trade
& Industry, Malaysia
RJ. Liow ’s expertise
in Halal Industry…

11. www.marketinghalal.com.my
TV
interview

12. Improving the competitiveness of
SMEs, Seoul, 2014
12
International
Speaking
engagement

13. Improving the competitiveness of
SMEs, Seoul, 2014
13
We tailor make MICE program for you
(meeting, incentive, conference, exhibition)
Our signature program:
2 in 1 Combo “Business Matching + Exhibition”
Business
Matching

15. We are the winner of
“Halal Tech
Challenge 2014”.
Organized by
Malaysian Global
Innovation
& Creativity Center
(MAGIC). Initiated
by Ministry of
Finance, Malaysia
Picture with Prime Minister
of Malaysia.

16. 16
Introducing AYS’s
unique expertise…
Wealth of knowledge &
hands on experience in the
Halal New Economy
CEO of AYS
receiving
“Best Halal
Product
Award” from
the former
Prime Minister
of Malaysia

17. AYS: Your partner to diverse categories
In the global Halal New Economy
AYS will work closely
with you to market your
Halal products & services
as a VALUE
PROPOSITION
In diverse categories
internationally.
AYS specialty categories:
FMCG industry - food &
non-food

18. 18
Our Signature Program:
3 Stage Training Program on
Halal Entrepreneurship
Our focus is to provide advice and training to governments, as
well as entrepreneurs around the world through the following
programs, the foundation for Halal Eco-System:
1.Stage 1 : Setting up a Credible Halal Business
2.Stage 2 : Managing a Profitable & World Class Halal
Business
3.Stage 3 : Effective Marketing of Halal Products &
Services for Domestic and Global Markets

19. The concept of Halal itself is very little understood.
Most people think it only refers to prohibited meats,
but halal is a lot more holistic than that.

20. Once one understands Halal Toyyibban
(what is permissible and wholesome), one will realize
that Halal as a concept could be appealing to both
Muslims and nonMuslims

21. The 9th
Malaysia Plan (RMK9) and 3rd
Industrial Malaysia
Plan (IMP3) have identified the Halal industry
as the new growth area for Malaysia

22. Halal is a lifestyle, a quality assurance system
Halal needs to be properly marketed,
and perhaps rebranded

23. 3 key contributors to lucrative Halal New Economy
USD 2.3 trillion
Sizeable and
growing Muslim
population
Sizeable and
growing Muslim
population
Growing
economic
development in
Muslim countries
Growing
economic
development in
Muslim countries
Emergence of
potential Halal
markets (China &
India)
Emergence of
potential Halal
markets (China &
India)
Muslim population worldwide
(2010) = 1.8 billion
Forecasted to grow at twice
the rate by 2030 representing
27% of global population
“Between 1990 and 2010, GDP
per capita for Muslims
worldwide has grown at a
Cumulative Annual Growth
Rate (CAGR) of 6.8% (Global
CAGR: 5.0%).”
“Chinese Halal markets is
worth USD2.1 billion and
growing at 10.0% annually.”
Source: Islamic Association of ChinaSource: United Nation and IMFSource: Pew Research Centre

24. The Halal New Economy:
•62% of the Global Halal Economy involve food
•Halal food is 17% of Global Food Industry
•Global Halal Trade: > US$2.3 trillion
•Halal Trade: < 10% of Global Trade

25. 2 fundamental questions:
Any difference in marketing a Halal product
compared to a non-Halal product?
How to make a Halal product appealing to both
Muslims and Non-Muslims?

26. Profile of Principal
Speaker/Strategist
Founder & CEO: Mr. RJ Liow
•Recipient for “Asia’s Thought Leader
Award 2012” and many more.
•Speak in international conferences such
as “World Halal Conference 2014”.
•Author of Business BestSeller -
“Marketing Halal: Creating New
Economy. New Wealth”.

27. AB. RAZAK BIN OMAR
Profile of Principal
Trainer:
AB. Razak Bin Omar
•Master in Development Economics, UK
•Hands on experience in developing
management excellence practice for
Halal Business based on the Business
Excellence Framework
•Technical Expert from Malaysia for the
Asian Productivity Organization (APO),
Japan

28. The 3-stage
Halal Entrepreneurship Learning Modules

29. OBJECTIVES
•Guidance to entrepreneurs on how to set up, manage
and market a Halal Business successfully.
•To learn from successful companies in the industry

30. PARTICIPATION
This program is strongly recommended to be attended by the
followings:
•CEOs from SMEs and Large Enterprise who interested to embark
on the Halal Business
•Senior Government Officers who are involved actively in promoting
the Halal Industry through expansion Halal Business Program
•Senior Officer from Halal Agencies
•All entrepreneurs who are interested to embark business in Halal
Products or Services.

31.
TRAINING METHODOLOGY
•Lecturing
•Group Discussion
•Case Study
•Sharing Session
•Study tour

32. Day/ Time
Items Remarks
Day 1
8.30am
-
5.00pm
• Registration
• Welcoming Remarks
• Ice Breaking Session
• Introduction to Halal Business
• Understanding Halal Concept
• Sharing Session : Tips and Guideline to Start the Halal Business
• Check List of Setting up the Halal Business
• Case Study : Successful journey on Halal Business, Malaysia Experience
Day 1
8.30am
-
5.00pm
• Presentation on Case Study
• Products /Service identification for Halal Business
• Risk calculation to venture in Halal Business
• Sharing Session – Challenges and Issues to set up the Halal Business.
• Group Discussion – Develop action plan to set up Halal Business using
SWOT Analysis.
• Presentation on action plan
• Evaluation and Closing ceremony
Stage 1: Primary Stage
Setting Up A Credible Halal
Business
Duration: 2 days

33. Day One:
•Registration
•Welcoming Remarks
•Ice Breaking Session
•Introduction to Halal Business
•Understanding Halal Concept
•Sharing Session : Tips and Guideline to Start a Halal
Business
•Check List of Setting up the Halal Business
•Case Study : Successful journey on Halal Business,
Malaysia Experience

34. Day Two:
•Presentation on Case Study
•Products /Service identification for Halal Business
•Risk calculation to venture in Halal Business
•Sharing Session – Challenges and Issues to set up the
Halal Business.
•Group Discussion – Develop action plan to set up Halal
Business using SWOT Analysis.
•Presentation on action plan
•Evaluation and Closing ceremony

35. Stage 2: Intermediate Stage
Managing A Profitable &
World Class Halal Business
Duration: 2 Days

36. Day One:
•Registration
•Welcoming Remarks
•Ice Breaking Session
•Overview the market potential for Halal Business
•Introduce ‘ Business Excellence Framework’ for Halal
Business
•Seven Excellence Dimension in managing Halal
Business
•Quick gap analysis on business excellence practices of
Halal Business
•Case Study : Innovation and creativity towards
achieving targeted business result.

37. Day Two:
•Presentation on Case Study
•Step by step of Effective Strategy to improve business
performance
•Review the existing Halal Certification program for
improvement
•Sharing Session – Business management and
challenges Issues to set up the Halal Business.
•Group Discussion – Develop action plan to set up Halal
Business using SWOT Analysis.
•Presentation on action plan
•Evaluation and Closing Ceremony

38. Stage 3: Advance Stage
Effective Marketing Strategies of
Halal Products for Domestic
and Global Markets
Duration: 2 days

39. • Arrival of participants and registration
• Welcoming remarks
• Ice Breaking Session
• Introduction to Halal Products
• Journey to Set up a Halal Business
• Sharing Session: The Future Growth of Halal Business in Malaysia and Global
Market
• Understanding Marketing Strategy of Halal Product
• Group Discussion: Developing Marketing Strategies of Halal Products
• Presentation of Group Discussion Findings
• Elements of Effective Marketing Strategy
• Issues and Challenges in Halal Product Marketing
Day One:
•Arrival of participants and registration
•Welcoming remarks
•Ice Breaking Session
•Introduction to Halal Products
•Journey to Set up a Halal Business
•Sharing Session: The Future Growth of Halal Business in
Malaysia and Global Market
•Understanding Marketing Strategy of Halal Product
•Group Discussion: Developing Marketing Strategies of Halal
Products
•Presentation of Group Discussion Findings
•Elements of Effective Marketing Strategy
•Issues and Challenges in Halal Product Marketing

40. Day Two:
•Role of HDC and MATRADE in promoting Halal Products
•Product positioning to enter domestic/global market
•On site visit and plant attachment at the successful halal company
•Process involved in preparing halal product towards halal market
•Group Discussion : Develop details action plan to venture in halal
global market
•Presentation of Group Discussion
•Expert opinion and feedback on the action plan to enter the halal
domestic/global market – Sri Kulai experiences
•The Future growth of market share for halal product – domestic
and global market
•Tips to be successful in Halal Business Marketing
•Closing and Certificate Presentation

41. 41
For more information on AYS & our
Handholding Advisory Services:
www.ays.com.my
www.marketinghalal.com.my
Tel: +60-3-6263 8550 or info@ays.com.my