Business Proposal on Coffee & Kebab Stall Final Report
By Mischa Guzel Madian Student ID: 19004003
Undergraduate Program School of Business and Management Institut Teknologi Bandung 2007
Validation Page
Business Proposal on Coffee & Kebab Stall
By Mischa Guzel Madian Student ID: 19004003 School of Business and Management ITB
Validated By
(Dwi Larso, PhD.)
BUSINESS PROPOSAL ON COFFEE & KEBAB STALL MISCHA GUZEL MADIAN 19004003 Date of Final Presentation: 10 September 2007 Date of Gradution: 27 October 2007 Undergraduate Program, Institut Teknologi Bandung, 2007 Final Project Advisor: Dwi Larso, PhD Abstract
Coffee has been around for centuries in Indonesia. A chosen drink that have accompany the evolution of the archipelago, from ancient kings to the oppressor’s cultivating act and still around now. These beans have always had an economical value. The recent surge of coffee drinking and the swarm of coffee related business is a positive sign. Coffee drank per capita of 0.6 kg yet is still a low number compared to other countries, but a post-crisis economical turn around would only grow the consumption rate and broaden the business further. As now drinking coffee is not a necessity anymore and much seen as a way of life, thus shift itself as more as a want that creates opportunities than a mere grown commodity.
Opening a business in the area were inevitable, with and expected sales of coffee in Bandung alone reaching Rp 25 billion. A modest island counter/shop is proposed, establishing 3 stores direct to gain market acknowledge and serving more. With the selected location of Dago Plaza, Enhai Canteen, and Digily as they already generate potential customer traffic of middle entry customers aging 18 to 25 years old. Selected suppliers in the likes of the renowned Aroma Coffee will guarantee the kind of affordable quality coffee. Added by the kebab that offers light yet filling meal on the go, complying the take out system and an attractive way to generate more customers as well profits.
Financially, with seed financing of Rp 188,799,000 the store could be up and running by January 2008. Expected rate of return is 73%, payback period of 1 years and 5 months, with an NPV by year 2010 of Rp 174,754,493.
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BUSINESS PROPOSAL ON COFFEE & KEBAB STALL MISCHA GUZEL MADIAN 19004003 Tanggal Ujian Akhir: 10 September 2007 Tanggal Wisuda: 27 Oktober 2007 Program Sarjana, Institut Teknologi Bandung, 2007 Pembimbing: Dwi Larso, PhD Abstrak
Kopi sudah lama ada di Indonesia. Minuman pilihan yang telah menemani evoulsi nusantara, dari raja-raja di masa lampau hingga masa penanaman paksa oleh para penjajah, dan masih menemani kita sekarang. Bijih ini memang mempunyai nilai ekonomis. Kenaikan konsumsi kopi dewasa ini dan muculnya bisnis-bisnis yang berhubungan dengannya adalah sinyal positif. Walau tingkat konsumsi di angka 0.6 kg masih rendah bila dibandingkan dengan negara lain, tapi perbaikan ekonomi pasca krisis hanya akan memperbesar bisnis ini. Karena sekarang meminim kopi adalah kebutuhan yang membuka peluang, bukan lagi hanya bijih komoditas.
Membuka bisnis di sektor ini tidak dapat dihindari, dengan perkiraan penjualan yang mencapai Rp 25 miliar di Bandung saja. Toko berbentuk konter diajukan, langsung membuka 3 toko untuk meraih pasar yang lebih luas. Lokasi yang dipilih adalah di Dago Plaza, Kantin Enhai, dan Digily karena mereka memang telah ramai dikunjungi oleh kelas konsumen yang dibidik, yaitu kelas menengah berumur 18 sampai 25 tahun. Supplier pilihan seperti Kopi Aroma yang terkenal akan menjamin kualitas dari harga kopi yang bersaing. Ditambah kebab yang merupakan makanan ringan yang mengenyangkan sesuai dengan sistem take out, yang juga menanbah pelanggan dan keuntungan.
Secara keuangan, dengan modal awal Rp 188,799,000 toko ini dapat berjalan Januari 2008. Tingkat IRR 73%, payback period 1 tahun dan 5 bulan, dengan NPV tahun 2010 Rp 174,754,493.
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Foreword
Alhamdulillah, Praise Allah the Merciful as by His guidance and pity let this final project in the shape of a business plan titled “Coffee & Kebab Stall” is finished accordingly.
In the process of writing this business plan, I met some obstacles but by the help and support of the mentioned below the final project could be completed.
1. My Family, for the outmost support and the months of praying. 2. Dwi Larso, PhD. The advisor and the lecturer. For the wonderful experience of the entrepreneurial subject and his guidance on the final project. 3. Agus Arimbawama. The COO of the F&B Division from PT. Mitra Adi Perkasa, for the insights and data. PT. Mitra Adi Perkasa itself controls the Starbucks, Excelso, Krispy Kreme, Burger King, and other well known brands in Indonesia. 4. Adam M Prana, Architecture ITB. For designing the stall plan and the 3D graphics. 5. Dharma Satria and Eguh Pamedaradi, SBM ITB. For helping the writer on the financial side of this business plan. 6. SBM ITB students, for the support and continuous insights to improve the project. 7. Architecture ITB and Civil Engineering ITB, for the help of questionnaires spreading in Bandung. 8. All of the questionnaires, FGD, and interviews audience, as because of them a depth knowledge of the market is known. 9. The peoples that could not be mentioned one by one, but did made an impact on helping me to complete this project.
Bandung, 6th September 2007
Mischa Guzel Madian Writer iii
Table of Contents
Abstract… ……………………………………………………….…………………….....i Abstrak…………………………………………………………………………………...ii Foreword…......…………………………………………………...……………………..iii Table of Contents........ ..………………………………………….…………………..…iv List of Figures……. ……………………………………………………………...….….vi List of Tables…… ………………………………………………………...……...……vii Chapter I: Introduction………...…………………………………………………………1 1.1 Background…………………......…………………..………………………………1 1.2 Business Description………………………………………………………………..1 1.3 Scope……………………………………………………..…………………………2 1.4 Data Collecting Method……………………………………….……………………2 1.5 Outline………………………………………………………………………………2 Chapter II: Business Plan……….……………………………………...………...………3 2.1 Executive Summary…………………………………………………...……………3 2.2 Company and Business Description………………………………………...………4 2.2.1 Vision…………………………………………………………………………4 2.2.2 Mission……………………………………………………………………..…4 2.2.3 Objective……………………………………………………………………...4 2.2.4 Key Success Factors…………………...……………………………………...4 2.3 Product Plan and Service………………….………………………………………..4 2.3.1 Product….…………………………………………………………………….4 2.3.1.a Kahwa Koffie…………………………………………………………….4 2.3.1.b Kahwa Kebab…………………………………………………………….5 2.3.2 Service..……………………………………………………………………….5 2.4 Market Analysis………………………………………………...…………………..5 2.4.1 Market Size……………………………………………………………………5 2.4.2 Questionnaires Respondent’s Profile..………...……….……………………..6 2.4.3 Consumer Reference & Knowledge…………………...……………………...8 2.4.4 Competition & SWOTs.………………………………………………………9 2.4.5 Competitor’s Profile….…………………………………………………...…11 2.4.6 Target Market………………………………………………………………..11 2.4.7 Kahwa Koffie and Kebeb SWOT……………………………………………12 2.4.8 Overcoming The Threat……………………………………………………..12 iv
2.5 Marketing Plan and Strategy………………………………………………………12 2.5.1 Pricing………………...……………………………………………………..13 2.5.2 Marketing Mechanisms……………………………………………………...13 2.5.3 Promotions………...………………………………………………………....13 2.5.4 Place………………...……………………………………………………….14 2.5.5 Location……………………………………………………………………...15 2.5.6 Sales Forecast………………………………………………………………..15 2.6 Operations Plan…………………………………….……………………...………16 2.6.1 Employee Outlook………………………………………………………..…16 2.6.2 Employee Work Hour…………………………...…………………………..16 2.6.3 Standard Operating Procedures…………………...…………………………17 2.6.4 Suppliers…...………………………………………...………………………18 2.6.5 Operation Process……………………………………………………………18 2.7 Management Team……………………………………………………...…………19 2.7.1 Organizational Chart………………………………………………………...19 2.7.2 Job Description……………………………………………………………....20 2.8 Financial Plan………………………………………………………………...……20 2.8.1 Startup Capital……………………...………………………………………..20 2.8.2 COGS...…...…………………………………………………………………21 2.8.3 Compensation…………………………...…………………………………...22 2.8.4 Income Statement & Margin……………………………………...………....22 2.8.5 NPV…...……………………………………………………………………..24 2.8.6 Payback Period…………………………...………………………………….24 2.8.7 IRR……………...…………………………………………………………...25 2.8.8 Worst Case Scenario…………………………………………...……………25 Chapter III: Closing………………………………………………………………….…26 3.1 Conclusion…………………………………………………………………………26 3.2 Recommendation…………………………………………………………………..26 References……………………………………………………..........………………......27 Appendices………………………………………………………………………….......28 Financial Appendices…………………………………………………………………...34
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List of Figures
Figure 1
Kebab…………………………………………………………………….5
Figure 2
Respondent’s Gender Profile…………………………………..………...7
Figure 3
Respondent’s Age Profile…………………..…………..……………..…7
Figure 4
Respondent’s Monthly Disposable Income Profile...................................7
Figure 5
Coffee Brand Image…..….………………….………………………...…8
Figure 6
Kebab Brand Image………………..………………………………...…..9
Figure 7
Kahwa Brand Logo..................................................................................12
Figure 8
Stall Ambience………………………………………………………….15
Figure 9
Sales Forecast…….…………………………………...………...………16
Figure 10
Daily Schedule Graph……………………………………………...…...17
Figure 11
Organizational Chart……………………………………………………20
Figure 12
Projected Income……………………………………………………….23
Figure 13
Margin…………………………………………………………………..23
Figure 14
Payback Period………………………………………..………………...24
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List of Tables
Table 1
Competition & Their SWOTs……………………….………...……......10
Table 2
Startup Capital…………….....................................................................21
Table 3
COGS……………………………………………………………….......22
Table 4
Compensation……………………………………………………….….22
Table 5
NPV…………………………………………………………………….24
Table 6
IRR……………………………………………………………………...25
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