Business
We are an established and diverse integrated services provider offering workforce solutions and services in Singapore through our Employment Services Business, our Cleaning and Stewarding Business and our Security Services Business. We aim to provide quality services to our customers and strive to be their service provider of choice.
Our portfolio includes well-recognised names such as “NATION” (FDW employment agency), “FIRST STEWARDS” (cleaning and stewarding services), “MASTER CLEAN” (cleaning and stewarding services), “KC SECURITY” (security services) and “KH SECURITY” (security services). We believe our customers recognise our value proposition, as evidenced by our long-standing customer relationships.
Currently, our business can be categorised into the following three (3) segments:
(a) Employment Services Business – we provide one-stop shop services for the sourcing, employment and training of FDWs to households, as well as the sourcing and employment of FWs to, amongst others, corporations and organisations;
(b) Cleaning and Stewarding Business – we provide integrated cleaning and stewarding solutions and services to, amongst others, hospitals, hotels, commercial and residential properties, as well as pest control services; and
(c) Security Services Business – we provide manpower for security solutions and services to, amongst
others, commercial, industrial and residential properties, as well as security escort services.
ORDER BOOK
Our order book based on unfulfilled confirmed service contracts as at 31 December 2015 and confirmed service contracts obtained for our Cleaning and Stewarding Business and our Security Services Business during the period from 1 January 2016 to the Latest Practicable Date amounted to approximately S$43.1 million. We expect S$29.1 million of the service contracts to be fulfilled within FY2016, and S$14.0 million to be fulfilled after one (1) year and within 35 months from 1 January 2016. Due to the nature of our Employment Services Business, we do not maintain an order book for this segment of our business.
BUSINESS STRATEGIES AND FUTURE PLANS
1) Expanding our Employment Services Business
Going forward, we seek to increase our customer base, widen our business network and strengthen our market position. We intend to explore expanding our Employment Services Business organically in Singapore or overseas through acquisitions, joint ventures and/or strategic alliances that are aligned with our longer-term interests, subject to market conditions and opportunities. As at the Latest Practicable Date, we have not confirmed any specific overseas market for expansion of our Employment Services Business.
2) Increasing branding and marketing activities to strengthen our market position
We seek to strengthen our market position by increasing awareness and recognition of our “NATION” brand across various marketing channels and consumer touchpoints. We believe that this will better enable us to attract and retain customers, and in turn, achieve strong and sustainable growth in our businesses. We intend to build upon our current branding and marketing efforts to increase visibility of our “NATION” brand through a wide range of media platforms, including major newspapers, television, internet, print, billboards and placements in strategic public areas and through the distribution of corporate gifts embodying our “NATION” trademark. We also intend to continue to engage celebrities to act as spokespersons for our brands, and adopt direct marketing efforts such as printed brochures and promotional events. As we place strong emphasis on creating consistency in the perception of our “NATION” brand, we intend to refurbish and renovate our existing sales branches from time to time to ensure that the design, service concept and ambience of all our “NATION” sales branches are consistent in reflecting our “NATION” brand, thereby reinforcing and increasing the visibility of our brand and presence in Singapore. We intend to fund the above initiatives with approximately S$[] million of the net proceeds from the Invitation. In the event that we are unable to use any part or all of the net proceeds for these purposes, such net proceeds will be utilised for general corporate and working capital requirements.