Batik Brownie : A Business Plan.

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ABSTRACT

Proyek akhir ini merupakan sebuah perencanaan bisnis di bidang kuliner. Bisnis yang dimaksud adalah brownis yang memiliki motif parang batik di dalamnya. Motif tersebut berbentuk menyusun secara diagonal yang dapat dilihat pada saat brownis dipotong.

Di dalam proyek akhir ini dibahas alasan pemilihan bisnis brownis batik, penjelasan mengenai keunikan motif parang batiknya, visi-misi, penjelasan mengenai logo bisnis, target dari bisnis brownis batik ini yakni masyarakat Bandung, harga penjualan, promosi yang dilakukan, aspek operasional baik produk maupun pelayanan dan lokasi tempat produksi dan penjualan. Di samping itu dibahas pula mengenai sumber daya

manusia yang terlibat dalam bisnis brownis batik ini yang terdiri dari 4 staff produksi, 4 pelayan, 2 kasir, dan 1 sopir. Selain daripada hal-hal tersebut, juga dibahas aspek - aspek keuangan dalam menjalankan bisnis brownis batik ini, baik investasi, pengeluaran dan pemasukan per bulannya, juga waktu yang dibutuhkan untuk mendapatkan kembali modal.

Brownis Batik merupakan sebuah kuliner yang unik sehingga bisnis ini adalah bisnis yang menguntungkan, didukung dengan perhitungan

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EXECUTIVE SUMMARY

Prepare yourself for a unique sensation in culinary and discover a new

sensation of snack in Batik Brownie. Batik Brownie is brownie with parang

batik motif inside that you can see when you cut the brownie. The batik

motif is resulted from layer of vanilla biscuits which makes the brownie

have new sensation of unique appearance. Combination of brownie cake

with vanilla biscuits results in an outstanding taste. As a result, Batik

Brownie creates both a unique appearance and an outstanding taste that

will attract many people.

The target market of Batik Brownie business is Bandung people. By

selling Batik Brownie in strategic place, supported with competitive price

and several interesting promotions to attract, this business will have good

opportunity to run and develop.

Based on the calculation of financial aspects, Batik Brownie is a

profitable business. The payback period of the investment is nine months

and twenty-four days. The calculation of net present value and profitability

index shows that Batik Brownie business is feasible. Therefore, choosing

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CHAPTER I

BACKGROUND

1.1 Background of the Study

Food is a primary need for every people. People will always look for

and buy food; therefore, culinary business is not a temporary business.

Culinary business is a long - lasting business because everyone needs

food and has to eat (Wilhelm par.1). As a result, there are many people

who are interested in and want to run culinary business. Culinary business

can be started with the capital from thousands until billions IDR and has

small barrier to enter (Wilhelm par.1).

Considering those opportunities, I decide to run a culinary business in

Bandung that focuses on snack which is brownie. The article entitled

“Peluang Usaha Kecil Oleh-Oleh Cemilan dan Makanan Khas” mentions

that Bandung has been popular with its brownie (par.6). Moreover, based

on my 50 sample questionnaires about outlet and snack in Bandung, 84%

of the respondents mention that they like to buy brownies in Bandung. As I

am a brownie lover, I want to make an innovation with brownie. The

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Batik Brownie is chocolate brownie that has a batik motif inside which

is made from vanilla biscuits. The motif itself is batik motif in layers or

well-known as parang batik motif. Parang batik motif is a collective of simple

repeated linear motifs that run diagonally in layers (Indonesian Heritage

Society 39). I choose Batik Brownie as my business because it is different

from other brownies in Bandung. Beside money, unique concept is also

important to run culinary business (Wilhelm par.4). Figure1.1 and 1.2

below show the similarity between my Batik Brownie and parang batik

motif.

Figure 1.1 Batik Brownie Figure 1.2 Parang Batik Motif

1.2 About the Business

I will sell my Batik Brownie in Bandung. The article entitled “Bandung,

Tempat Ideal Bagi Anda Para Petualang Kuliner” mentions that Bandung

city is identical with its enchantment of various culinary (par.1). I choose a

stand beside the parking area of The Secret Factory Outlet which is

located on LL. RE. Martadinata street. Kungz states that, “(LL. RE.

Martadinata street) is well known for the factory outlets here and some of

the top outlets are found in this area” (par.1). Based on my questionnaires,

72% of the respondents mention that The Secret is the most visited outlet

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My target market for this business is Bandung people. The article

entitled “Bandung, Tempat Ideal Bagi Anda Para Petualang Kuliner”

mentions that Bandung people are willing to make a big effort only to get

delicious and unique food (par.4). Beside Bandung people, people who

come from Jakarta are also potential to be the target market of my Batik

Brownie. There are many tourists from other cities especially from Jakarta

who come to Bandung in the weekends (Radiana par.1).

Figure 1.3 below shows the logo of my Batik Brownie business. An

article entitled “Logo” states that, “Logo (is) a recognizable graphic design

element, often including a name, symbol or trademark, representing an

organization or product” (par.1).

Figure 1.3 Batik Brownie logo

This logo is appropriate with my business because the colour of this

logo, which are dark brown and light yellow, represents the colour of my

Batik Brownie which are also dark brown and light yellow, as it is shown in

figure 1.1 above. The circle border that has ethnic carving, supported by

curly „B‟ letter, and added by several curly motif near the „B‟ letter gives

traditional impression. „B‟ letter is for Batik and Brownie. The parang batik

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1.3 Vision Statement

I have a vision for my Batik Brownie business. Vision is something that

a company wants to achieve in the future (Arman par.2).The vision of my

business is in 2013 I will have at least one branch at another strategic

place in Bandung. The article entitled “Brownies Kukus Amanda Bandung”

mentions that Amanda Brownies Kukus started in 2000 and until 2010 it

already has 6 branches in Bandung (par.8 and 15). Amanda can make 6

branches in 10 years of its business; thus, I want to have at least 1 branch

in the first 3 years of my Batik Brownie business. The article entitled

“Peluang Usaha Kecil Oleh-Oleh Cemilan dan Makanan Khas” explains

that the chance of making snack business will never die (par.1). I hope I

can reach my vision because snack business has a chance to last long.

1.4 Mission Statement

The missions to support and to reach my vision are by making unique

innovation, giving competitive price, and doing promotion. Mission is

something that is in progress or will be done to achieve the vision (Arman

par.3). By doing those missions, I hope people will be interested and want

to buy my Batik Brownie; thus, I will have profit to develop my business

and to make a new branch.

1.5 Values

The value of my business is culture minded. The article entitled

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business, above the value of its tangible assets” (par.1). Culture minded

becomes my value because batik is the authentic Indonesian culture.

Kalsum and Hasits mention that United Nations Educational Scientific and

Cultural Organization or UNESCO has already legalized that batik is the

authentic Indonesian cultural heritage on October 2, 2009 (par.2). Thus,

by selling Batik Brownie I also participate in supporting the Indonesian

culture.

1.6 SWOT Analysis

I do SWOT analysis in running my Batik Brownie business. SWOT

analysis is identification of certain factors (Strength, Weakness,

Opportunity, Threat) to formulate company strategy by maximizing

strengths and opportunities also minimizing weaknesses and threats

(Suyono par.2).

1.6.1 Strength

There are some strengths of my product. Strength is defined as the

strength of an organization that leads to a beneficial condition for the

organization (Faizmh par.4). First, it is the unique batik motif inside the

brownie that can be seen when the brownie is cut. The vanilla biscuits will

be in layers and result in a batik motif, as shown in Figure 1.1. Second is

the unique taste of combination between brownie dough and vanilla

biscuits. The brownie itself has a light and spongy texture on the top part

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is a new sensation in Batik Brownie which is crunchy vanilla biscuits in the

middle. Consequently, Batik Brownie is unique both in appearance and

taste. Third is choosing a stand at The Secret Factory Outlet is

advantageous because I do not need to rent the place. I just need to share

25% of my income. If my products are not sold out, I do not need to pay

anything for the place.

1.6.2 Weakness

The weakness of my business is my Batik Brownie can only last for

four days. Weakness is defined as a condition that can cause loss for the

organization (Faizmh par.4). Thus, if in four days my products are not sold

out then I have to throw them away because my brownies will expire on

the fifth day. As anticipation, I will offer cheaper price around 2.500 IDR for

Batik Brownies that have not been sold out on the fourth day. Therefore, I

can reduce the risk of loss because of throwing the brownies away. It

would be better to give a discount rather than throwing them away.

1.6.3 Opportunity

I have distributed 50 questionnaires at The Secret Factory Outlet on

September 22, 2009 exactly on „Idul Fitri‟ holiday. Based on my

questionnaires, 90% of the respondents like to eat snacks and 72% of

respondents who come from Jakarta like to try new kinds of snacks.

Based on the article entitled “Bandung, Tempat Ideal Bagi Anda Para

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to get delicious and unique food (par.4). Therefore, there is an opportunity

of developing my business. Opportunity is defined as organization‟s

opportunity that can give profit for the organization (Faizmh par.5). After

my Batik brownie is known by many people, I will develop my business by

opening some branches in strategic places around Bandung. Thus, it will

be easier for my customers to buy my products.

1.6.4 Threat

In Bandung there are some other brownie sellers that have already

been well-known; as a result, they become a threat for my business.

Threat is defined as something that will become obstacle and threat along

the progression of the organization (Faizmh par.5). Even though they have

already been well-known, I am optimistic about my business because my

Batik Brownie is unique and different from other brownies.

1.7 Competitors

The competitors of my Batik Brownie business are Amanda Brownies

Kukus, Kartika Sari, and Prima Rasa. Competitors are people or

institutions that have the same business with us (Damogalad par.2). They

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1.8 Prospect of the Business

Brownie has been popular in Bandung and a unique concept is

important to run culinary business. Besides, based on the questionnaires

that I have distributed, most of the respondents like to buy, to eat, and to

try new snacks. Moreover, 74% of my respondents are interested to try

when they hear Batik Brownie. As a result, Batik Brownie will be a

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