EVnergy Hub: Pioneering EV Charging in Malaysia

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1.0 EXECUTIVE SUMMARY EVnergy Hub, a private limited company, is positioned to address the growing demand for electric vehicle (EV) charging infrastructure in Malaysia. With a goal of installing 500 stations and serving 100,000 EV users by 2026, the company aims to generate RM 10 million in annual revenue. The management team, led by CEO Tan Hui Ying, Head of Finance Chan Ying Jie, and Head of Operations & HR Chew Yun Yi,Head of Marketing,Hwang Xin Pei and Head of Technology,Lee Xin Yi, brings diverse expertise in business management, finance, and operations, ensuring the company’s ability to capitalize on the rising adoption of EVs and the growing need for reliable charging stations.

Malaysia’s EV market has experienced rapid growth, with sales surging from 278 units in 2021 to over 10,000 in 2023. This market opportunity is supported by government incentives and policies aimed at reaching 10,000 charging stations by 2025, a significant increase from the 2,288 currently available. EVnergy Hub is poised to capitalize on this 30% compound annual growth rate (CAGR), strategically filling the gap in charging infrastructure with its value-based pricing, superior service, and strategic placement, differentiating itself from competitors like ChargEV and Shell Recharge.

The marketing strategy focuses on expanding EVnergy Hub’s station network, leveraging digital platforms, and promoting eco-friendly solutions to attract urban commuters, suburban families, fleet operators, and government agencies. With a revenue target of RM 1 million in the first year, followed by 20% annual growth, the marketing mix emphasizes premium features, strategic locations, and digital promotion to build customer loyalty. The product offerings include Level 2 AC and ultra-fast DC chargers equipped with smart energy management systems and solar canopies, ensuring EVnergy Hub stays ahead of technological trends.

Financially, EVnergy Hub’s operations are in-house, with software development outsourced. Key production elements include site management, maintenance, and equipment setup costs for chargers, solar panels, and office space. Initial investments include a 1,500 sq. ft. office, leasing vehicles for maintenance, and securing high-traffic locations for charging stations. The company projects steady growth in revenue and gross profit over the next three years, with financial plans that outline necessary expenditures for achieving its goals. In terms of financial performance, the company’s net sales started at RM 6.3 million in Year 1 (Y1) and increased to RM 6.9 million by Year 3 (Y3), indicating steady revenue growth. However, the gross profit margin showed some fluctuations, declining from 54% in Y1 to 49% in Y2 before recovering to 58.1% in Y3. This trend reflects improvements in operational efficiency, with the company adjusting to cost management challenges. Similarly, net profit margins showed variability, dropping from 21.33% in Y1 to 16.77% in Y2 but rebounding to 25.76% in Y3.

The company’s liquidity ratios showed a slight decline over the years, with the current ratio dropping from 1.60 in Y1 to 1.48 in Y3, indicating a gradual weakening in short-term liquidity. Solvency ratios, including the debt ratio and debt-to-equity ratio, also worsened, with the latter increasing from 0.63 in Y1 to 2.10 in Y3, signifying the company’s growing reliance on debt financing. Despite these challenges, EVnergy Hub demonstrated resilience in profitability, with a strong recovery in Y3, supported by improved operational efficiencies and cost management practices.

  2.0 VENTURE TEAM / COMPANY DESCRIPTION 2.1 Formation of Organisation EVnergy Hub was established to address the growing demand for electric vehicle (EV) charging infrastructure in Malaysia. The company operating as a private limited company (Sdn Bhd), offer limited liability protection and investment opportunities. Our management team, comprising experts in automotive, renewable energy, and technology sectors, provides a strong foundation for growth. As a start-up, EVnergy Hub is committed to addressing the shortage of EV charging stations and supporting Malaysia’s transition to sustainable transportation. This aligns with the government’s target of 10,000 charging stations by 2025. EVnergy Hub provides fast and reliable charging services across urban centers, highways, commercial properties, and residential areas, catering to individual EV owners and commercial clients transitioning to electric vehicles.

EVnergy Hub sets itself apart with ultra-fast chargers that significantly cut charging times, offering an efficient solution for EV users. Our user-friendly mobile app enables customers to locate charging stations, monitor charging status, and make payments seamlessly. By prioritizing convenience and speed, EVnergy Hub aims to reduce range anxiety and encourage broader EV adoption in Malaysia. Our service is designed to support the expanding EV market, providing essential infrastructure to meet current and future demand.

2.2 Goals and Objectives of Company

EVnergy Hub’s mission is to drive the adoption of electric vehicles in Malaysia by providing accessible, reliable, and fast charging services.Our vision is to become Southeast Asia’s premier EV charging infrastructure provider, contributing to a zero-emission future by 2030.In the next five years, EVnergy Hub aims to install 500 charging stations throughout Malaysia, focusing on strategic high-traffic locations. The company also plans to serve 100,000 EV users by 2026, positioning itself as a leader in the EV infrastructure market. Revenue growth is a key objective, with a target of generating RM 10 million annually by the end of the five-year period.   Additionally, EVnergy Hub will pursue 50 strategic partnerships with property developers, shopping malls, and government bodies to secure prime locations for our charging stations and enhance our technology to reduce charging times by 10%. In the long term, we aim to achieve 15% market share in Malaysia’s EV charging industry while maintaining high customer satisfaction. These objectives are grounded in SMART principles, ensuring that they are specific, measurable, actionable, realistic, and timed, setting the stage for the company's continued success and contribution to the EV ecosystem.

2.3 Roles Played of Team Members/Organization Chart Key Personnel

  Position and Name Qualification & Experience Roles & Responsibilities Decision-making power Chief Executive Officer (CEO)- Tan Hui Ying Qualification:

  • Holds a masters degree in business administration.
  • Strong problem-solving skills to address operational issues and make informed decisions. Experience: -10 years extensive experience in senior management within the energy or technology sectors, with a proven ability to lead large teams and manage complex projects. - Develop and communicate the organization's vision, mission, and direction.
  • Formulate and implement strategic plans to guide business direction.
  • Oversee the entire operation of the organization. - Making significant corporate decisions and overseeing the coordination of all departments to achieve the company’s objectives. Head of Finance Department- Chan Ying Jie Qualification:
  • Bachelor’s degree in finance, accounting, or a related field.
  • Comprehensive knowledge of financial management and accounting principles. Experience:
  • Demonstrated experience in a leadership role within finance for 8 years.
  • Develop and implement financial strategies, including long-term planning, budgeting, and forecasting.
  • Identify and manage financial risks, ensuring mitigation and compliance.
  • Maintain adherence to financial regulations and internal controls.
    • Managing financial planning, strategy development, investment assessments, budgeting, and reporting to ensure the company’s finances are effectively aligned with its objectives.

Head of Operation &Human Resource Department- Chew Yun Yi Qualification:

  • Degree in human resources
  • Strong verbal and written communication skills, able to convey complex information clearly to various stakeholders. Experience: -3 years of experience in HR, with 2 years in a managerial role. - Manage recruitment, onboarding, and retention strategies to build a strong workforce.
  • Address employee concerns, manage conflict resolution, and promote a positive work environment. -Develop and implement streamlined procedures and benchmarks to enhance efficiency.
  • Evaluate risk and lead quality assurance efforts. - Holds decision-making authority, focusing on executive-level strategy while handling operational decisions within their HR area.
  • Engaged in enhancing efficiency, setting financial plans, and enforcing employee policies. Head of Marketing Department- Hwang Xin Pei Qualification: -Bachelor's degree in marketing
  • Proficiency with online marketing and social media strategy
  • Experience running successful marketing campaigns Experience: 5 years’ experience in a marketing role. - Integrate sales and marketing to enhance brand visibility.
  • Study customer behavior and define target personas.
  • Monitor competitors’ activities, including acquisitions, pricing, and product updates. - Supervising the strategy, creation, and implementation of all marketing and advertising efforts

Head of Information Technology Department- Lee Xin Yi Qualifications: -Bachelor’s degree in Computer Science

  • Deep technical knowledge

Experience:

  • 3 years of experience in information technology and 3 years of management experience.
    • Evaluate the technology requirements of all departments to identify their needs.
  • Oversee and inspect technological equipment and software to ensure they are functioning properly and efficiently.
  • Identify needs for upgrades, configurations, or new systems, and report these findings to upper management. - Directs and oversees the development, implementation, and maintenance of the company’s information systems and data
Answer:

management strategies, ensuring alignment with the overall business objectives.

2.4 Organizational Structure

The organizational structure of EVnergy Hub is designed to facilitate effective communication and collaboration among departments while ensuring clear lines of authority and accountability. The company operates with a flat structure to promote agility and responsiveness to market changes. Below is a simplified organizational chart:

                          CEO
                       Tan Hui Ying
                            |
-------------------------------------------------
|                |                |              |
Head of        Head of         Head of        Head of
Finance        Operations &    Marketing      Information
Chan Ying Jie  HR Chew Yun Yi  Hwang Xin Pei  Technology
               |                |              Lee Xin Yi
               |                |              
         Finance Team      Marketing Team
               |                |
         Accounting        Digital Marketing
         Analysts          Specialists

3.0 MARKET ANALYSIS

3.1 Industry Overview

The electric vehicle (EV) market in Malaysia is on an upward trajectory, driven by increasing environmental awareness, government incentives, and a growing commitment to sustainable transportation. The Malaysian government has set ambitious targets to increase the number of EVs on the road and the corresponding charging infrastructure. The EV market is expected to grow at a compound annual growth rate (CAGR) of 30%, with the number of EVs projected to reach 1 million by 2030.

3.2 Target Market

EVnergy Hub's target market includes:

  • Urban Commuters: Individuals living in urban areas who rely on EVs for daily commuting.
  • Suburban Families: Families looking for eco-friendly transportation options.
  • Fleet Operators: Businesses transitioning their fleets to electric vehicles for cost savings and sustainability.
  • Government Agencies: Public sector organizations aiming to reduce their carbon footprint and promote green initiatives.

3.3 Competitive Analysis

The competitive landscape includes established players like ChargEV and Shell Recharge, which have a head start in the market. However, EVnergy Hub differentiates itself through:

  • Ultra-Fast Charging Stations: Offering significantly reduced charging times compared to competitors.
  • User-Friendly Mobile App: Providing real-time information on station availability, charging status, and payment options.
  • Strategic Partnerships: Collaborating with property developers and commercial entities to secure prime locations for charging stations.

4.0 MARKETING STRATEGY

4.1 Marketing Objectives

  • Increase brand awareness and establish EVnergy Hub as a trusted name in EV charging infrastructure.
  • Achieve a customer base of 100,000 EV users by 2026.
  • Generate RM 1 million in revenue in the first year, with a target of 20% annual growth thereafter.

4.2 Marketing Mix

  • Product: Level 2 AC and ultra-fast DC chargers with smart energy management systems and solar canopies.
  • Price: Value-based pricing strategy to attract a wide range of customers while ensuring profitability.
  • Place: Strategic placement of charging stations in high-traffic urban areas, highways, and commercial properties.
  • Promotion: Digital marketing campaigns, social media engagement, and partnerships with eco-friendly organizations to promote the brand and its services.

5.0 FINANCIAL PROJECTIONS

5.1 Revenue Forecast

  • Year 1: RM 6.3 million
  • Year 2: RM 6.9 million
  • Year 3: RM 7.5 million

5.2 Profitability Analysis

  • Gross Profit Margin: Expected to stabilize around 58% by Year 3.
  • Net Profit Margin: Projected to recover to 25.76% by Year 3, reflecting improved operational efficiencies.

5.3 Funding Requirements

To achieve its goals, EVnergy Hub seeks initial funding to cover:

  • Office setup and operational costs.
  • Equipment procurement for charging stations.
  • Marketing and promotional activities to build brand awareness.

6.0 CONCLUSION

EVnergy Hub is strategically positioned to capitalize on the burgeoning EV market in Malaysia. With a strong management team, a clear vision, and a robust marketing strategy, the company is set to become a leader in the EV charging infrastructure sector. By focusing on customer needs and leveraging technology, EVnergy Hub aims to contribute significantly to Malaysia's transition to sustainable transportation and achieve its ambitious growth targets by