1. Executive Summary

This report highlights the transformation of Payed Ayam Maju Sdn. Bhd., a Kelantan-based poultry processing business founded by Muhammad Farid Bin Hamzah. From humble beginnings as a roadside chicken seller with just RM220 and 10 chickens, Payed Ayam has grown into a major supplier of fresh, halal poultry in Malaysia. Over four years, the company achieved an impressive cumulative revenue growth of 458.7%, demonstrating its ability to scale operations and capture increasing market demand.

This case study explores:

• The founder’s grassroots entrepreneurial journey and operational challenges
• Strategic interventions after joining RichWorks’ TITAN Program
• Key growth outcomes, including scale, team development, and halal certification
• Forward-looking strategies for capacity building and regional expansion

2. Business Overview

Company Name: Payed Ayam Maju Sdn. Bhd.
Industry: Distributive Trade – Poultry Processing & Wholesale Supply
Core Offerings: Fresh, halal-certified chicken supply for retail, bulk, and wholesale markets
Business Model: End-to-end poultry processing – from sourcing to distribution
Target Market: B2B (restaurants, retailers), individual customers, and wholesale buyers across Kelantan

3. Financial & Performance Analysis

Revenue Growth

Payed Ayam Maju Sdn. Bhd. has demonstrated strong cumulative revenue growth since embarking on its transformation journey under RCG (RichWorks Consulting Group) mentorship. The business successfully transitioned from informal roadside sales into a structured, high-capacity operation, with performance gains evident in its expanding cumulative revenue base.

Between 2021 and 2022, the company recorded a sharp uplift, achieving 137.5% cumulative revenue growth, reflecting foundational improvements made through the TITAN Program. These included streamlined operations management, securing consistent B2B contracts, and scaling production capacity.

By 2023, cumulative revenue growth had accelerated further to 295%, supported by expansion into new client segments, strengthening its workforce, and upgrading processing systems. The company continued to grow while maintaining profitability amid rising demand and operational complexity.

In 2024, cumulative growth surpassed 458%, underscoring the long-term impact of strategic consolidation, halal compliance, and internal capacity-building. This placed Payed Ayam among Kelantan’s leading halal poultry suppliers, well-positioned to expand its presence beyond the state.

4. Industry Trends & Competitive Landscape

Key Market Trends

Essential Goods Demand: Poultry remains a staple protein in Malaysia, with strong, year-round demand across retail and F&B channels.
Halal Assurance: Consumers increasingly demand halal-certified products with clear traceability and compliance.
Supply Chain Localisation: Disruptions during the COVID-19 pandemic highlighted the need for localised, reliable food suppliers with resilient logistics.

Competitive Landscape

Competitors: Traditional poultry sellers, regional suppliers, and uncertified processors.
Payed Ayam’s Advantage: Fully halal-certified operations, high-volume daily output, strong business ethics (no chicken weight manipulation), and end-to-end control of processing.

The poultry industry in Malaysia is shaped by several key trends, including consistent demand for poultry as a staple protein across both retail and foodservice channels, rising consumer expectations for halal-certified products with full traceability, and a growing emphasis on localised, resilient supply chains following disruptions during the COVID-19 pandemic. Within this context, the competitive landscape includes traditional wet market sellers, regional suppliers, and uncertified processors—many of whom compete on price but often lack operational transparency or halal compliance. 

Payed Ayam stands out by offering fully halal-certified operations, maintaining high-volume daily output, and upholding strict business ethics, including a commitment to honest practices such as no chicken weight manipulation. With full end-to-end control over its processing and distribution, the company has built a strong reputation for trust, hygiene, and reliability—making it a preferred supplier, particularly during periods of market instability.

5. Key Challenges & Solutions

Challenge	Strategic Response
Started With Zero Experience	Joined SPIRE & Titanium programs; trained in digital marketing & structured branding
Manual Operations & Staff Issues	Systemised operations and hired a reliable team—scaled to 5,000 chickens/day.
Leadership Gaps & Burnout	Delegated roles, hired key leaders, and focused on CEO-level decisions.

Despite being highly driven, Muhammad Farid faced numerous roadblocks in his early years:

Challenge 1: Starting From Scratch With No Industry Knowledge
Payed had zero experience in poultry when he began selling chickens by the roadside. His suppliers deprioritised him, and he struggled to sell more than two chickens on his first day. He built trust by learning on the ground and securing B2B orders from restaurants.

Challenge 2: Manual Operations & Staff Issues
With no processing machines and a small team, he could only handle 50–100 chickens per day. Staff turnover and poor reliability slowed growth. He systemised operations and hired a reliable team—scaling to 5,000 chickens/day.

Challenge 3: Leadership Gaps & Burnout
Farid and his wife handled everything, often sacrificing personal and family well-being. Without clear roles or leadership delegation, business growth plateaued. He delegated roles, hired key leaders, and focused on CEO-level decisions.

6. Conclusion & Future Growth Roadmap

Payed Ayam’s story is one of resilience, reinvention, and disciplined growth. From RM220 and 10 chickens, Muhammad Farid now leads a certified, high-volume poultry brand that serves as a key player in Kelantan’s food supply chain. Through structured mentorship, mindset shift, and operational focus, the business achieved sustainable scale while upholding halal integrity and team accountability.

Next Steps:

• Strengthen regional distribution partnerships
• Continue staff upskilling and leadership development
• Maintain integrity-driven operations amid market pressure

RCG’s Role in Client Growth

RCG played a pivotal role in Payed Ayam’s transformation through:

• Strategic business coaching under the TITAN Program
• Leadership and delegation training for founder empowerment
• Business systems setup (HR, finance, and operations)
• Expansion planning and long-term scalability consulting

Want to scale your business like Payed Ayam Maju?
Contact RCG (RichWorks Consulting Group) for strategic guidance in leadership, systems, and sustainable growth.