“Business Plan on The Naturalife Greenworld Company”
FINAL PROJECT
By Lutfi Hadiwijaya 19004002
Undergraduate Program School of Business and Management Institut Teknologi Bandung 2007
VALIDATION PAGE
Business Plan on The Naturalife Greenworld Company
By: Lutfi Hadiwijaya ID No: 19004002
Undergraduate Program School of Business and Management Institut Teknologi Bandung
Validated By
(Dwi Larso PhD.)
BUSINESS PLAN ON THE NATURALIFE GREENWORLD COMPANY LUTFI HADIWIJAYA 19004002 Date of Final Examination: August 7th, 2007 Date of Final Graduation: October 27th, 2007 Undergraduate Program, Institut Teknologi Bandung, 2007 Advisor: Dwi Larso, Ph.D
ABSTRACT
Naturalife Greenworld is a firm that was established by the students and alumni of the school of pharmacy ITB in 2006. Naturalife Greenworld is established as a company that will focus on the medicinal plants trading as the supplier with the best product quality assurance. Naturalife Greenworld has obsession to be the main supplier of medicinal plants product in the domestic and international market. In the first step, Naturalife Greenworld will focus on the upper stream business as the supplier to the big players who need medicinal plant. The big players can be either the major industry players or niche industry players such as PT. Kimia Farma, PT.Indofarma, PT. Bio Farma and PT. Pharos, Bayer, Bristol Myer Squibb, Merck, Scan Chemie, Phvizer, Abbot, Aventis, Sandoz Biochemie, PT. Sidomuncul, PT. Nyonya Meneer, PT. Indotraco jaya utama, PT. Indofarma, CV. Temu kencono. Naturalife Greenworld has a wide range networking for getting its material, from the medicine plants farmer in Banten, West Java (Lembang, Lido and Subang), Yogyakarta (Klaten), Central Java (Wonogiri and Tawang Mangu) and also East Java (Sidoarjo and Malang) to run the function of quality control especially in handling the pesticide and the drying of simplicia also water composition. Naturalife Greenworld position itself as the medicinal plants supplier company which provide high quality and safe products which in line with the international standards and also customize depends on the requirements and the demand of the industry. Naturalife Greenworld product focus is in the form of simplicia presentation for wild ginger (Zingiber officinale), kumis kucing (Orthosiphon aristatus), and rumput fatimah (Labisia pumila). The considerations of choosing those plants are because of their readiness to be harvested, to be dried and to be supplied to the industries that needs these medicinal plants. Beside that the planting time also becomes the consideration. Ginger has the longest planting time of eight to ten months, while rumput fatimah
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or kumis kucing have a plantating time of one month to two months. In conclusion, the planting time of kumis kucing and rumput fatimah are aimed at supporting the long planting time of ginger. Naturalife Greenworld is aiming at having the market share of ginger for 1% of the total market of ginger or 50 tons per year or as big as IDR 200 millions from the total market of 5000 tons or as big as IDR 2 trillions. This is actually for the initial strategy, because Naturalife Greenworld believes that in the following year the company can increase the market share to 5-20 percent for ginger. For kumis kucing, since there are no players in this product, Naturalife Greenworld is optimistic to lead the market share by 70 percent of 20 tons which is 14 tons or equal to IDR 996.000.000 per year. Lastly for rumput fatimah we are aiming at supplying 630 kilograms for every two months. Specifically for rumput Fatimah, Naturalife Greenworld is the pioneer of playing in rumput fatimah market. Naturalife Greenworld businesses is a fast growing business, according to the financial analysis, the business of medicinal plant that will be run by Naturalife Greenworld is very feasible since the Payback Period is 15 months and 25 days, NPV is bigger than “0” about IDR 314.649.416 and IRR is 155 percent. In conclusion the business is very prospective since the habit of medicinal consumption had changed to “back-to-nature’s” trend. Beside the empty market that are not yet fulfilled which vary in different business core, ensure the high rate of demand in medicinal plants in Indonesia. Key Words: Naturalife Greenworld, Medicinal Plants, Supplier, Ginger, Kumis Kucing, Rumput Fatimah, Quality Assurance.
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RENCANA BISNIS PERUSAHAAN NATURALIFE GREENWORLD LUTFI HADIWIJAYA 19004002 Tanggal Ujian Akhir: 7 Agustus 2007 Tanggal Wisuda: 27 Oktober 2007 Program Sarjana, Institut Teknologi Bandung, 2007 Pembimbing: Dwi Larso, Ph.D ABSTRAK Naturalife Greenworld adalah perusahaan yang didirikan pada tahun 2006 oleh beberapa mahasiswa dan alumni Sekolah Farmasi ITB. Naturalife Greenworld didirikan sebagai perusahaan yang memfokuskan usahanya pada perdagangan tanaman obat sebagai supplier dengan produk quality assurance terbaik. Naturalife Greenworld memeiliki obsesi untuk menjadi supplier produk tanaman obat utama di pasar domestik dan internasional. Pada langkah awal, Naturalife Greenworld akan memfokuskan usahanya di industri hilir sebagai supplier kepada pemain-pemain besar yang membutuhkan tanaman obat. Pemain-pemain besar tersebut bisa berasal dari pemain industri utama ataupun pemain industri ceruk seperti PT. Kimia Farma, PT.Indofarma, PT. Bio Farma and PT. Pharos, Bayer, Bristol Myer Squibb, Merck, Scan Chemie, Phvizer, Abbot, Aventis, Sandoz Biochemie, PT. Sidomuncul, PT. Nyonya Meneer, PT. Indotraco jaya utama, PT. Indofarma, CV. Temu kencono. Naturalife Greenworld memiliki jaringan yang luas dalam mendapatkan bahan baku, dari petani tanaman obat di Banten, Jawa Barat (Lembang, Lido and Subang), Yogyakarta (Klaten), Jawa Tengah (Wonogiri and Tawang Mangu) dan juga Jawa Timur (Sidoarjo and Malang) untuk menjalankan fungsi pengendalian kualitas terutama didalam penanganan pestisida dan juga pengeringan simplisia juga komposisi air. Naturalife Greenworld memposisikan usahanya sebagai supplier tanaman obat yang menyediakan produk berkualitas tinggi dan aman yang sejalan dengan standar internasional dan juga dapat disesuaikan dengan persyaratan dan permintaan dari industri. Naturalife Greenworld memfokuskan produknya dalam bentuk presentasi simplisia untuk jahe (Zingiber officinale), kumis kucing (Orthosiphon aristatus), dan rumput fatimah (Labisia pumila). Pertimbangan dari memilih jenis tanaman ini adalah karena kesiapan produk ini untuk dipanen, untuk dikeringkan dan untuk disuplai kepada industri yang membutuhkan. Selain itu waktu penanaman juga menjadi pertimbangan. Jahe memiliki waktu penanaman terlama dari delapan sampai sepuluh bulan, sementara rumput fatimah (Labisia pumila) dan kumis kucing
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(Orthosiphon aristatus) memiliki waktu penanaman satu hingga dua bulan. Jadi, waktu penanaman kumis kucing dan rumput fatimah bertujuan untuk mendukung waktu penanamn jahe yang relatif lama. Naturalife Greenworld memiliki tujuan untuk mendapatkan market share jahe sebesar 1persen dari keseluruhan pasar jahe atau 50 ton per tahun atau sebesar 200 juta rupiah dari keseluruhan pasar sebesar 5000 ton atau 2 triliun rupiah. Sebenarnya ini adalah strategi pertama, karena Naturalife Greenworld percaya di tahun berikutnya perusahaan akan dapat meningkatkan market share-nya 5-20 persen untuk Jahe. Untuk kumis kucing, semenjak tidak ada pemain di produk ini, Naturalife Greenworld sangat optimis untuk memimpin pasar dengan 70 persen atau 20 ton yang sebanding dengan 996.000.000 rupiah per tahun. Terakhir untuk rumput fatimah kita menargetkan 630 kilograms setiap dua bulan. Khusus untuk rumput fatimah, Naturalife Greenworld akan menjadi pioneer didalam pasar rumput fatimah. Bisnis Naturalife Greenworld adalah bisnis yang bergerak cepat, menurut analisa keuangan, bisnis tanaman obat yang akan dijalankan oleh Naturalife Greenworld sangat layak karena Payback Period-nya selama 15 bulan 25 hari, NPV-nya lebih besar dari “0” yakni sekitar 314.649.416 rupiah dan IRR-nya sebesar 155 persen. Pada akhirnya bisnis ini sangat prospektif untuk dijalankan semenjak perilaku dari konsumsi pengobatan telah berubah kepada trend “back-to-nature”. Selain itu pasar yang kosong yang tak terisi yang beraneka-ragam inti bisnisnya, menjamin permintaan tanaman obat di Indonesia yang tinggi. Kata Kunci: Naturalife Greenworld, Tanaman Obat, Supplier, Jahe, Kumis Kucing, Rumput Fatimah, Quality Assurance.
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FOREWORD
All praise is for Allah the Lord of Heaven and earth. Peace and prayers be upon Muhammad, his family, his companions and all those who follow in their footsteps until the last day. It is my pleasure to have finally finished writing this paper called “Business Plan on The Naturalife Greenworld Company”. This Paper is intended to fulfill the requirement set up by the School of Business and Management-Institut Teknologi Bandung in order for student to pass the undergraduate program. The Background of why I choose to interestingly write the business plan rather than other topics is that there has been a big opportunity to run and develop medicinal plant business in Indonesia. As the business student, I am interested in learning and digging more about that business so that hopefully I could run that business after graduating from of Business and Management-Institut Teknologi Bandung. Special thank is for Bapak Dwi Larso who has provided clear guidance to me in preparing and finishing this paper. I thank also Galih Prasetya Utama “The General” and Mr. Pinondang Poltak Marganda who has helped me in collecting the data and information regarding
the
medicinal
plant
business.
To
the
Naturalife
Greenworld, Pustaka Adhwa and K-Art crew. Finally I must express my gratitude to my parents who have continuously supported and motivated me in finishing my study at School of Business and Management-Institut Teknologi Bandung.
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LIST OF CONTENTS
ABSTRACT .............................................................................................. i ABSTRAK ............................................................................................... iii FOREWORD ........................................................................................... v LIST OF CONTENTS ............................................................................ vi LIST OF FIGURES ................................................................................. ix LIST OF TABLES .....................................................................................x CHAPTER 1 INTRODUCTION ............................................................ 1 1.1 Background............................................................................ 1 1.2 Business Description.............................................................3 1.3 Scope........................................................................................3 1.4 Research Objectives...............................................................4 1.5 Data Collecting Methods.......................................................4 1.6 Outline......................................................................................5 CHAPTER 2 BUSINESS PLAN................................................................7 2.1 Executive Summary................................................................8 2.2 Company Profile.....................................................................9 2.2.1 Business Profile........................................................9 2.2.2 Company Value.....................................................10 2.2.2.1 Company Vision.....................................10 2.2.2.2 Comapany Mission................................10 2.2.2.3 Company Logo.......................................11 2.2.2.4 Company Motto......................................12 2.2.2.5 Company Core Value............................12 2.2.2.6 Keys Success Factors..............................13 2.3 Product Description.............................................................14 2.3.1 Product Distribution.............................................18 2.3.1.1 Current Distribution Schemes..............18 vi
2.3.1.2 Naturalife Greenworld Distribution Schemes...................................................19 2.3.2 Quality Assurance................................................20 2.3.3 Packaging...............................................................21 2.3.4 Competitor Product Analysis.............................21 2.4 Market Analysis...................................................................22 2.4.1 Market Characteristics..........................................23 2.4.2 Market Size and Needs........................................24 2.4.3 Industry Growth Trend........................................27 2.4.4 STP (Segmenting, Targetting, Positioning) Analysis...29 2.4.4.1 Segmenting..............................................29 2.4.4.2 Targetting.................................................33 2.4.4.3 Positioning...............................................33 2.4.5 Entry Barriers..........................................................34 2.5 Marketing and Sales Strategy..............................................34 2.5.1 Competitive Strategy.............................................35 2.5.2 Strategic Opportunities.........................................37 2.5.2.1 SWOT Analysis.......................................37 2.5.2.2 Competitive Advantage.........................38 2.5.3 Marketing Strategy (four P’s)................................38 2.5.3.1 Product......................................................38 2.5.3.2 Pricing.......................................................38 2.5.3.3 Place..........................................................39 2.5.3.4 Promotion.................................................39 2.5.4 Sales Forecast..........................................................39 2.6 Operational Plan...................................................................40 2.6.1 The Business Process.............................................41 2.6.2 Capacity...................................................................44 2.6.3 Contract Agreement System.................................44 vii
2.7 Management Team...............................................................45 2.7.1 Key Members.........................................................45 2.7.2 Organizational Structure......................................46 2.8 Financial Plan........................................................................47 2.8.1 Start-up Capital......................................................48 2.8.2 Basic Assumptions................................................49 2.8.3 Revenue..................................................................50 2.8.4 Project Measurement Analysis............................50 2.8.4.1 Payback Period.......................................50 2.8.4.2 NPV (Net Present Value)......................51 2.8.4.3 IRR (Internal Rate of Return)................51 CHAPTER 3 CLOSING..........................................................................53 3.1 Conclusions...............................................................53 3.2 Recommendations....................................................54 REFERENCES.........................................................................................55 APPENDICES........................................................................................ .59
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LIST OF TABLES
Table 1. The needs of Indonesian Traditional Medicine Industry on The Variety of Biopharmaca.................................................................25 Table 2. Production of Medicinal Plant in Indonesia........................28 Table 3. Market Segment for Medicinal Plant Product ....................30 Table 4. Naturalife Greenworld Sales Forecast (in Rupiah..............40 Table 5. Naturalife Greenworld Business Proce................................42 Table 6. Naturalife Greenworld Maximum Capacity of Supply.....44 Table 7. Naturalife Greenworld Start-Up Summary (in Rupiah)....48 Table 8. Naturalife Greenworld Maximum Sales Capacity..............49 Table 9. Naturalife Greenworld Expenses Assumption....................49 Table 10. Naturalife Greenworld Projected Revenue (in Rupiah) ..50
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LIST OF FIGURES
Figure 1: Naturalife Greenworld Logo..................................................11 Figure 2: Jahe Plantation in Banten........................................................15 Figure 3: Rumput Fatimah Planation between Corn Plantation in Lido, West Java.........................................................................................16 Figure 4: Kumis Kucing Plantation in Lido, West Java......................17 Figure 5: Biopharmaca or Medicinal Plant Market Current Distribution Schemes...............................................................................19 Figure 6: Naturalife Greenworld Distribution Schemes.....................20 Figure 7: Naturalife Greenworld Organization Structure..................47
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