Rachael Ang, founder of Teaffani Catering for English High-Tea

Name: Rachael Ang
Product: English High-Tea Catering for Private and Corporate Functions
Company: Teaffani Catering and Events
Website: www.teaffani.com
Start-Up: With her partner
Age when Start-Up: Late 20s
Start-Up Capital: RM 50,000
Email: teaffani@gmail.com
Facebook: http://www.facebook.com/teaffani.hightea
Contact Number: 012-207 9256
Sales Mix: Corporate Sector 70% Private 30%
Financial: Average sales per month of RM 40,000

The following interview and article appeared in TheStar newspaper on 30 March 2012

An advocate of courage and self-belief, Rachael Ang decided to take the plunge by starting her own business called Teaffani High Tea, a catering business that specialises in English high teas.
The business administration graduate from State University, Washington, in the United States, had been doing marketing and sales in the advertising and media industry for seven years before establishing Teaffani last year.

“I have always had a passion for food and tea art, particularly pastries and English high tea,” said Ang, who is in her late 20s.

“I got the idea to establish Teaffani from a friend who mentioned that she has always wanted to enjoy English high tea but did not have the time to go out, and wished there was a business catering to such special requests.”

Ang said Teaffani offers a complete English high-tea experience, from baking its own specialities like scones, quiche and push-up cakes, to setting up the food in tiered cake stands and bone china plates.

“Teaffani’s menu includes local delights and Western dishes for those who want ‘heavier’ meals,” she said.

“We also offer event-planning services, which is a natural progression from food catering.”

Ang and her partner pooled their own money to come up with the RM50,000 as initial capital for the business. The money went into acquiring Teaffani’s catering equipment and tableware, and renting a kitchen space.

She also drew up a business plan, with the key points including: being a customer-oriented, stylish products, being different from others, creating a lasting impression, and remaining within budget.

Ang tapped into her advertising and media background to get the right suppliers and support network in setting up Teaffani, though she established her client database from scratch.

“About 70% of my clients come from the corporate sector, with many familiar with Teaffani’s English high-tea concept, and some also requesting for tailor-made menus,” she said.

“I used to bake the pastries and cakes myself using my own recipes, but we have since hired a full-time baker to handle the operations.

“I now focus on the sales, marketing and enquiries for Teaffani, while my business partner manages the business expansion side,” said Ang, adding that Teaffani hires external manpower and other suppliers on an ad-hoc basis depending on functions.

According to her, Teaffani generates an average of RM40,000 in sales each month, and its business growth has been better than the two business partners expected.

“I believe that consumer insight is very important, which is why I always try to put myself in my customers’ shoes before making any decisions,” said Ang.

“My working experience has helped me create a good positioning for my business, placing it in the right market, and branding it in an interesting way.

“I am a results-oriented person and enjoy bringing sales and thinking of creative strategies for my business campaign.”

Ang said Teaffani is in the midst of setting up its own cafe where customers can grab quick meals or entertain clients. It is expected to be up by mid-2012 somewhere in Petaling Jaya.

“There are plans to widen the range of Teaffani branded merchandise like cookies and gift hampers, as well as acquire our own space where customers can host their own private functions,” she said, adding that plans for hiring dedicated staff for marketing and operations are in the pipeline.

Teaffani offers a range of package deals to suit different occasions, including Royal Princess and Extravagant Queen package deals featuring their signature scones and pastries.

“However, the majority of our customers prefer to customise their menu based on their budget and function. We are able to cater to small private functions to corporate events, including wedding and engagement parties, birthdays, product launches and social events,” said Ang.

Teaffani’s Royal Princess and Extravagant Queen Packages are priced at RM35 and RM55 per guest respectively, while teaware rental is priced at RM12 per guest.

There are also additional fees for service, transportation and wait staff.