Raja Singkong : A Business Plan.

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ABSTRACT

Rencana bisnis yang bernama “Raja Singkong” ini bertujuan untuk membuat suatu wirausaha yang bergerak dalam pembuatan makanan yang berbahan dasar singkong dengan nama singkong isi. Dalam rancangan bisnis ini dipaparkan secara rinci tentang latar belakang, konsep pemasaran, kegiatan operasional, sumber daya manusia, dan aspek keuangannya.

Pada bab I, dipaparkan tentang latar belakang pembuatan rancangan bisnis ini. Disamping itu, disertakan pula analisa tentang kekuatan,

kelemahan, kesempatan dan tantangan dari Raja Singkong sebagai kegiatan wirausaha yang baru. Untuk mewujudkannya sangat diperlukan kegiatan pemasaran yang terencana. Kegiatan pemasaran dan jenis-jenis periklanan yang akan digunakan akan dibahas pada bab II. Selanjutnya, kegiatan operasional perusahaan yang dimulai dengan pemilihan bahan baku hingga produk tersebut siap dijual akan dibahas di bab III. Aspek sumber daya manusia yang berkaitan dengan pemilihan tenaga kerja, pemberian upah, spesifikasi tenaga kerja, dan pembagian tugas akan dibahas di bab IV. Kemudian aspek keuangan yang meliputi modal awal, perkiraan pengeluaran dan pemasukan, dan periode balik modal akan dipaparkan di bab V. Berdasarkan hasil analisa berbagai aspek

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EXECUTIVE SUMMARY

Raja Singkong is a brand new food producer providing delicious taste of cassavas in many variants. Raja Singkong develops cassava to be delicious snacks that will satisfy people‟s taste buds. If on the market there

are kripik, singkong keju, or peuyeum, Raja Singkong promises you to provide different tastes of cassava such as „Meatball Cassa Stuffed‟, „Chicken Cassa Stuffed‟, „Beef Cassa Stuffed‟,„Sausage Cassa Stuffed‟.

In other words, Raja Singkong turns cassava to be extraordinary tasty food by stuffing cassava and filling it with many variants of delicious ingredients that will catch market attention. By making the best use of market‟s interest of cassava, by providing extraordinary taste of cassava in

the product, and choosing Bandung, the heaven of foods, as the selling location, significantly Raja Singkong will be a great and promising culinary business especially in Bandung.

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x Maranatha Christian University promotion, to support Raja Singkong achieving better market and

maintaining better relationship with its customers. To complete customer‟s satisfaction, Raja Singkong will be stood in a unique design style of store, which can make customers pleasant and comfortable while enjoying the food. Then, in the following year, Raja Singkong has set targets such as to be one of Bandung culinary icons, to be a brand with customers‟

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LIST OF TABLES

Table 2.1 The price list of Raja Singkong……… 9

Table 2.2 Promotion schedule of Raja Singkong………. 11

Table 4.1 Working hours and opening hours of Raja Singkong.. 24

Table 5.1 Initial Investment of Raja Singkong……….. 29

Table 5.2 The Cash Inflow in the First Year of Raja Singkong... 30

Table 5.3 Total Cash Outflow in the First Year of Raja Singkong 31

Table 5.4 Total Net Cash Flow in the First Year of Raja Singkong 31

Table 5.5 Payback Period……….. 32

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LIST OF FIGURES

Figure 3.1 The process of making stuffed cassava and the filling… 14

Figure 3.2 The workflow process……… 17

Figure 3.3 The map of Raja Singkong location……… 19

Figure 3.4 The layout plan of Raja Singkong store……… 20

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CHAPTER I

THE BACKGROUND

1.1 Background of the Business

Culinary business is a never-ending business to run because

everyone needs food and always eats. It makes many culinary businesses grow rapidly. This fact makes this business never die. Haymans M.a professor of Asian Banking Finance and Informatic Institute (ABFI)

Perbanas, says that culinary business still becomes the first choice to run. Besides, he explains that culinary spends less capital, uses few

employees, and results fast capital turn-over even more than 100 percent (qtd. in Yeni par.1). Those facts can be considered to run a low capital culinary business. Reny Y. states that there are four types of low capital culinary business. First, businesses that sell stuff of life like restaurant padang, fried rice, and pecel ayam. Second, businesses that sell

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2 Maranatha Christian University Those reasons make me interested in running a culinary business. From the many varieties of culinary businesses, I choose to sell snacks because selling snacks spends less capital and snacks are easy to make.

My business deals with snack that is made of cassava as the raw material and the product will be like comro, traditional food from Bandung. The reason of using cassava is because cassava is one of the staples in Indonesia. Moreover, Indonesian people have been familiar with it. Additionally, cassava has plain taste and it can be easily modified with other elements of foods (Zuain par. 1).

Since the snack is made of cassava, I named this business “Raja

Singkong”. As we see from the name itself; Raja means King and

Singkong means Cassava, the vision of this business is to be the king that

sells cassava in the market in Bandung.

Raja Singkong (henceforth, RS) will start its operation in Bandung, where many unique foods are sold. As it is said that Bandung becomes more popular by its food and beverages which are creatively made, and they can attract many people to come to Bandung to taste the culinary

(Hoesni 4). Besides, Bandung also becomes heaven to satisfy people’s

taste bud. Since selling cassava as snacks will not need a wide space, I plan to open it in a store that is designed like a food stall.

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3 Maranatha Christian University 1.2 SWOT Analysis

SWOT Analysis is needed to have a line on the strengths,

weaknesses, opportunities, and threats of a business. It can help me to run and develop my business successfully.Johnson, Scholes, and

Whittington emphasize that “SWOT summarizes the key issues from the

business environment and the strategic capability of an organization that

are most likely to impact on strategy development” (119). The following

paragraphs will explain the SWOT Analysis of my business, Raja Singkong.

1.2.1 Strengths

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4 Maranatha Christian University 1.2.2 Weaknesses

Weaknesses are the internal conditions that keep a business from developing. It is said that “Weaknesses are the qualities that prevent us

from accomplishing our mission and achieving our full potential” (“SWOT

Analysis” par. 4). The weakness of my business is that my product is

easily imitated because of the easiness of getting the raw material and the fillings of the product.

1.2.3 Opportunities

I notice that there are some opportunities that could be developed.

According to Pearce and Robinson, opportunities mean “a major favorable

situation in a firm’s environment” (166). First, people are easily bored with

the tastes of food that have never been changed. Therefore, they need new taste to satisfy their taste bud. RS offers some new tastes of cassava that can fulfill their needs. Second, Indonesian people have been familiar with cassava and they will not be worry to taste it. Especially in Bandung, cassava is familiar. Bandung has traditional food called peuyeum which is also made of cassava. However, peuyeum and products in RS has

different taste and it will make people want to try the product.

1.2.4 Threat

Threat may become problems if we cannot handle it. Pearce and

Robinson maintain that “a threat is a major unfavorable situation in a firm’s

environment” (166). Based on the statement, my business’s threat is that

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BIBLIOGRAPHY

Printed Sources

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Garisson, Ray, Eric Noreen, and Peter Brewer. Managerial Accounting. Boston: McGraw-Hill, 2007.

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Johnson, Gerry, Kevan Scholes, and Richard Whittington. Exploring Corporate Strategy: Text & Cases. 8th ed. New Jersey: Prentice Hall, 2008.

Kotler, Philip, and Gary Armstrong. Principles of Marketing. New Jersey: Pearson Prentice Hall, 2005.

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Maranatha Christian University Pearce, John A., and Richard B. Robinson, Jr. Strategic Management:

Strategy Formulation, Implementation and Control. 9th ed. Boston: McGraw-Hill., 2005.

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