Laundry Cafe Shop : A Business Plan.

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ix Maranatha Christian University

ABSTRACT

Seiring berjalannya waktu manusia menuntut hal-hal yang praktis termasuk dalam mencuci pakaian. Manusia mulai menggunakan mesin cuci untuk membantu menyelesaikan pekerjaan mencuci pakaian, tetapi banyak masalah yang ditimbulkan dari mesin cuci itu. Salah satunya, pengguna harus menyediakan ruangan lebih untuk meletakkan mesin cuci itu sendiri. Hal ini dapat menyulitkan, apalagi untuk seseorang yang lebih memilih tinggal di apartemen dengan ruangan yang tidak terlalu besar. Dari kondisi tersebut di atas, saya melihat peluang yang baik untuk mendirikan bisnis jasa laundry yang dapat selesai dalam hitungan jam.

Bisnis jasa laundry yang akan dibuat diberi nama Laundry Café Shop

(LCS), berlokasi di Apartemen The Jarrdin, Jalan Cihampelas, Bandung. LCS bukan jasa laundry pada umumnya yang hanya menawarkan jasa mencuci pakaian. Saya menyadari kebutuhan beberapa orang akan perasaan yakin bahwa pakaian mereka dicuci dengan benar, bersih, dan tidak dicampur dengan pakaian orang lain seperti mereka mencuci pakaian mereka sendiri di rumah. Oleh karena itu, disamping

menyediakan jasa mencuci pakaian yang bisa selesai dalam waktu kurang lebih satu jam, saya juga menyediakan jasa peminjaman mesin cuci

sehingga pelanggan bisa mencuci pakaian mereka sendiri. Dengan mencuci di LCS, pelanggan bisa mencuci pakaian mereka sendiri tanpa harus repot, selain itu mereka juga bisa menikmati fasilitas ruang tunggu berupa café.

Dalam business plan ini akan dijabarkan secara menyeluruh tentang latar belakang, aspek pasar, operasional, dan sumber daya manusia dan tentu saja aspek keuangan dari usaha LCS. Dari perhitungan keuangan, LCS adalah bisnis yang patut dijalankan karena menghasilkan

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x Maranatha Christian University

EXECUTIVE

SUMMARY

Laundry Café Shop (henceforth, LCS) is a new way in doing laundry in

Indonesia. Besides offering laundry service in the price of Rp 45,000 per 5

kg of clothes, LCS also provides washing machine rent which allows the

customers to wash their own clothes without being worried if their clothes

are washed in a proper way or not. The washing machine rent will cost Rp

35,000 per load. Although the customers can wash their own clothes

there, they do not have to iron the clothes by themselves. LCS provides

ironing service in the price of Rp 1000 per piece of clothes. The pressers

(a term that is used in clothes factory for a person who irons the clothes)

will help the customers iron their clothes. Due to the fact that the process

only takes about an hour, LCS provides a café as a waiting room for the

customers. The café will be a facility to attract customers. The café, which

is completed with books and magazines in shelves, will be designed as

cozy as possible; thus the customers can wait for the process of laundry

while they sit down on cozy sofas, and enjoy their books or magazines.

Moreover, the customers can enjoy homemade foods and beverages or

browse the Internet because there is a Wi-Fi facility in the café area.

The business will be established in The Jarrdin Apartment, located in

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xi Maranatha Christian University

Cihampelas, Bandung. For those who stay in The Jarrdin Apartment, LCS

offers pick-up and delivery service from and to the customers’ room. The

customers only need to pay Rp 5.000 for this service. LCS needs eight

employees: a manager, a manager assistant, two laundry boys, three

pressers, and a waiter who is in charge of the café area. From the financial

side; thus, laundry and café business is a profitable one. LCS only needs

about 2 years and 9 months to reach its break event point. With Rp

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LIST OF TABLES

Table 2.1.: LCS’ Services ... 14

Table 2.2.: LCS’ Products ... 15

Table 2.3.: LCS’ Snack and Coffee ... 15

Table 2.4.: Price List of LCS’ Services and Products ... 16

Table 2.5.: Price List of LCS’ Snack and Coffee ... 17

Table 3.1.: The Workflow Process of Self-service Washing ... 20

Table 3.2.: The Workflow Process of Laundry Service ... 21

Table 3.3.: The Workflow Process of Support Service ... 22

Table 3.4.: The Workflow Process of Ironing... 24

Table 3.5.: The Workflow Process of ordering food and beverage ... 24

Table 5.1.: LCS’ Initial Investment ... 36

Table 5.2.: LCS’ Cash Inflow ... 39

Table 5.3.: LCS’ Variable Cost ... 40

Table 5.4.: LCS’ Fixed Cost ... 41

Table 5.5.: LCS’ Total Cash Flow ... 41

Table 5.6.: LCS’ Net Cash Flow ... 42

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Table 5.8.: LCS’ Net Present Value ... 44

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LIST OF FIGURES

Figure 3.1: Location of The Jarrdin Apartment ... 25

Figure 3.2: LCS’ Layout ... 26

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1 Maranatha Christian University

CHAPTER I

THE BACKGROUND

1.1. Background of the Business.

It has been known for a long time that people need to take care of their

clothes. In the past, people washed their own clothes by jumping on them.

Time passed by and washing clothes has become more complex by soaking,

boiling, beating then rinsing and wringing the clothes. Then since electronic

washing machine was found, washing clothes became a simpler activity, but

not all people can have the machine (“The History of Washing” par. 53). The

reasons are not only because the price of the machine is quite high, but also

the space needed to place the machine can be a problem especially for those

who stay in an apartment. Usually apartments have limited space which

makes it almost impossible to place big house appliances such as electric

washing machine inside an apartment. In the end, people who stay in an

apartment delegate their task to wash clothes to someone else such as

laundry service. This is why laundry business is a profitable business.

According to a survey that I did on 22 November 2010, with 100 people

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wash their clothes using laundry service. The major respondents are women

(75%), and the rest are men. The survey’s result is that 34% of the

respondents state that the washing process is too long (2 days or more), 23%

of the respondents state that the form of their clothes change, 10% of the

respondents state that their clothes get accidently exchanged with others,

and 4% of the respondents state that they dislike the smell.

Based on the survey’s result, I am going to fulfill the customers’ needs and

demands by building a laundry business that washes, dries and irons the

customers’ clothes in a couple of hours. The customers will be able to wash

and dry their own clothes or delegate the job to an employee of my laundry

business. I will also provide a café as a waiting room; thus the customers will

not be bored while waiting for the process. Also, there will be a Wi-Fi facility in

my place; therefore, the customers will be able to do activities on the Internet

while waiting.

I am going to name my business Laundry Café Shop (henceforth, LCS).

The name is chosen because it shows the business’ uniqueness that can be

effective to attract the customers to come. LCS will be established in The

Jarrdin Apartment on Jalan Cihampelas Bandung. The Jarrdin Apartment is

the best spot to open a laundry-café business. The reasons are because the

management of The Jarrdin Apartment does not allow the occupants to have

a washing machine. “If the occupants have washing machines, they can wash

their clothes and dry them in the veranda, thus the apartment will look dirty,”

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is on Jalan Cihampelas, which is one of well known streets in Bandung; thus,

people are able to recognize the LCS’ location easily. LCS’ main customers

are The Jarrdin Apartment’s occupants.

The vision of my business is to be the first laundry-café franchise in

Indonesia. The mission is to be the first laundry-café in Bandung.

1.2. USP (Unique Selling Proposition)

The business should have at least a single uniqueness. According to the

article “Unique Selling proposition USP and Customer Value Proposition”,

“The Unique Selling Proposition or USP is a marketing concept where you

differentiate your company or products from similar products of your

competitors” (par. 1).

LCS’ uniqueness is it is a laundry service where laundry can be done in

hours, and it provides a café as a waiting room. To create fast laundry

service, technology should definitely be involved. I have done a survey on

several washing machine products to decide which one can do washing and

drying in one machine and the processes are faster than the others. After I

did a survey in one of electronic malls in Bandung, finally I choose the

product that is able to wash and dry clothes for less than an hour (about 45

minutes). This machine will create fast service. Besides fast laundry service,

LCS also provides a cozy café as a waiting room with tables and chairs

where the customers can experience relaxing atmosphere. The interior and

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more detailed information will be given in point 1.3.1, paragraph five. There,

people can do light chat with their friends or browse the Internet while

drinking coffee and eating homemade snack.

1.3. SWOT Analysis

SWOT stands for strengths, weaknesses, opportunities, and threats.

“SWOT analysis is a powerful tool that can help decision makers achieve

their goals and objectives.” (“SWOT Analysis: A Powerful Tool For Business

Decition Making” par. 1). SWOT analysis helps a business owner to analyze

all the factors within the business, both internal and external factors (which

will be described in the paragraph below), in order to make a business

strategy to face competitors and as the blue print of his or her company.

Internal factors, which include strengths and weaknesses, “give an

organization certain advantages and disadvantages in meeting the needs of

its target market” (“Internal and External Analysis” par. 6). While external

factors “examine opportunities and threats that exist in the environment”

(par.7).

The SWOT analysis of LCS will be described in paragraphs below.

1.3.1 Strengths

It is very important to have strengths in a business. Strength is “capital,

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competitors in meeting the needs of its customers” (“Strength” par. 2). The

strengths of a business must be maintained and even enhanced.

The first strength of LCS is the owner’s knowledge of laundering.

Knowledge is the key of a business. The business owner is the one who must

know the most about his or her product. The owner’s knowledge about

laundering is applicable to the business such as to make the clothes fresh

and smell good longer. The core priority of LCS is to maintain the quality of

service through the application of knowledge.

The second strength is LCS offers two kinds of services, which are

washing service and washing machine rent. Washing service is when the

customers only drop their clothes, and then LCS will process the customers’

clothes until they are clean and tidy; afterwards, customers can pick up their

clothes. Washing machine rent is a service for customers who want to rent a

washing machine to wash their own clothes. Those two services are offered

to fulfill customers’ need of easiness and cleanliness, while common

laundries usually offer washing service only.

The third strength is LCS provides a café as a waiting room. Common

laundry services in Bandung do not provide this kind of facility. For a

beginning, it can raise the customers’ curiousity to try the service. After that, it

can be a driving factor to create loyal customers.

The fourth strength is the interior which is comfortable. It will make the

customers feels comfortable and be willing to wait patiently. The interior is

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soothing, tranquil, modern, and simple atmosphere (“Minimalist Interior

Design” par.1). Tropical feature is marked by natural colors like white, blue,

green, and brown. The furniture uses natural materials like wood and

bamboo.

The last strength is environment-friendly washing and drying machines.

LCS uses eco-friendly washing and drying machines. The machines are able

to manage water and electricity consumption based on how many kilograms

of clothes to be washed. It can be an additional value for the business. The

customers will see LCS as a laundry service that not only has good service,

but also cares about the environment.

1.3.2 Weaknesses

Contrast with the strength, weakness is “flaws that increase the risk of

failure” (“Weakness” par.1). It is important to know a business’ weaknesses.

By knowing the weaknesses, business owner can make strategies or plans to

overcome them immediately to reduce loss within the business.

The first weakness comes from the cash. It needs great investment to buy

machines and rent a place for the business. Since the capital cash comes

from the owner’s own money, there is no money left for a backup. That is

why, the investment is significant.

The second weakness relates with the first weakness. Since the owner

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drying machines in the shop. Of course, if the business runs well, the owner

will add the investment.

1.3.3. Opportunities

The advantage does not always come from inside a company; it can also

come from outside of the company. “Opportunity is a condition in the general

environment that help a company achieve strategic competitiveness” (Hitt,

Ireland, and Hoskisson 41).

The first opportunity is LCS is the first laundry-café business in Bandung.

Since laundry- café is still uncommon in Bandung, customers will be curious

to wash their clothes at LCS.

The second opportunity is the location of LCS. The location is in The

Jarrdin Apartment in Cihampelas Street, which is a well known street in

Bandung. This gives a benefit for the business because it is easy for potential

customers to find the location of LCS.

The third opportunity comes from The Jarrdin Apartment’s policy that

occupants are not allowed to have washing machines in their room. Thus, the

occupants will need to use a laundry service to take care of their clothes.

1.3.4 Threats

A threat is a disadvantage that comes from outside of the business.

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environment that may hinder a company’s efforts to achieve strategic

competitiveness” (41).

The threat for LCS is groundwater quality and quantity at the site. Water

is one of important elements to produce good service in a laundry business.

In Cihampelas area, the groundwater contains too much iron; thus, it can

leave yellow spots on the clothes. LCS will use groundwater filter to filter the

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Maranatha Christian University

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Laundry Cafe Shop : A Business Plan.

ABSTRACT

EXECUTIVE

SUMMARY

TABLE OF CONTENTS

DECLARATION OF ORIGINALITY ... i

FRONT COVER OF THE BUSINESS PLAN ... ii

APPROVAL PAGE ... iii

TABLE OF CONTENTS ... iv

LIST OF TABLES ... vi

LIST OF FIGURES ... viii

ABSTRACT ... ix

EXECUTIVE SUMMARY ... x

CHAPTER I

THE BACKGROUND ... 1

CHAPTER II MARKETING ASPECT ... 9

CHAPTER III OPERATIONAL ASPECT ... 19

CHAPTER IV HUMAN RESOURCES ASPECT ... 28

CHAPTER V FINANCIAL ASPECT ... 36

BIBLIOGRAPHY

APPENDIX A LOGO

LIST OF TABLES

LIST OF FIGURES

CHAPTER I

THE BACKGROUND

BIBLIOGRAPHY