Ice Cloope Cafe : Ice Cream Fondue.

(1)

v

LIST OF TABLES

TABLE 2.1 MENU OF IC CAFÉ

TABLE 2.2 PRICE LIST

TABLE 2.3 KINDS OF PROMOTION

TABLE 4.1 THE SALARY OF EMPLOYEES

TABLE 5.1 INITIAL INVESTMENT OF IC CAFE

TABLE 5.2 CASH OUTFLOW IC CAFE

TABLE 5.3 CASH INFLOW OF IC CAFE

TABLE 5.4 NET CASHFLOW OF IC CAFE

TABLE 5.5 PAYBACK PERIOD OF IC CAFE

(4)

viii

LIST OF FIGURES

FIGURE 3.1 SERVICE PROCESS OF IC CAFÉ

FIGURE 3.2 LAYOUT OF IC CAFÉ

FIGURE 3.3 MAP OF IC CAFÉ

FIGURE 3.4 LOCATION OF IC CAFÉ IN PARAGON MALL

(5)

ix

ABSTRACT

Proyek Akhir ini berupa rancangan bisnis yang dibuat dengan tujuan untuk mengembangkan ide bisnis yang nyata untuk dijalankan dan dapat menarik investor untuk menanamkan modalnya pada Ice Cloope.

Proyek akhir ini terdiri dari 5 bab. Pada bab I dijelaskan tentang alasan penulis membuat bisnis ini, gambaran dari bisnis ini, visi dan misi, kelebihan, kekurangan, kesempatan and ancaman dari luar maupun dari dalam. Bab II menjelaskan tentang aspek pemasaran, mulai dari strategi pemasaran yang berisi segmenting, targeting, positioning dan differentiation, marketing mix yang menjabarkan bauran pemasaran yaitu product, price, place atau promotion.

Bab III menjelaskan tentang proses pembuatan es krim fondue, proses pelayanan, gambar café, letak dan posisi café secara jelas. Bab IV

menjelaskan aspek sumber daya manusia yang berisi stuktur organisasi, penjelasan kerja, dan syarat menjadi pekerja di IC café. Bab V menjelaskan

aspek keuangan yang dikeluarkan dan yang didapat dari IC café. Investasi

awal membangun bisnis ini, pengeluaran dan pemasukan tiap bulannya, payback period, dan NPV. Adapun daftar pustaka yang menjelaskan sumber teori yang didapat dan lampiran yang berisi tampilan produk, logo, brosur dan kartu special dari Ice Cloope.

(6)

x

Executive Summary

Ice Cloope is the new innovation of ice cream for ice lovers in Semarang.

Ice Cloope offers different way of consuming ice cream with three amazing

tastes of fondue in a cozy café with music and high-speed internet. Ice

Cloope is portion of balls of frozen ice cream and some toppings such as fruits and snacks which are placed in the different plates and be served with

the fondue in the pot. The way of consuming the ice cream is the customers

dip the ice cream into the fondue. Ice Cloope is located in Paragon Mall,

Pemuda street no 118, Semarang.

Ice Cloope’s goal is to provide the best product which gives freshness and

healthiness because we use low-fat milk and fresh product, and the best

service which is fast and friendly so that Ice Cloope can be an entertaining

and comfortable café where people can hang out together.

This business plan is prepared to obtain financing in amount of

Rp91,995,800. The supplemental financing is required for building renovation,

purchasing equipment, and promotions during the first year. Ice Cloope is

profitable business to be run. It can be seen from the expected first year profit

is Rp134,383,000. This financing will allow Ice Cloope to successfully open

(7)

xi

Ice Cloope with a customer base that will allow it to be self sufficient in next

year. Moreover, Ice only needs one year and five months to get the payback

from initial investment. By having those advantages, business of Ice Cloope

(8)

1

Maranatha Chri stian University

CHAPTER I

THE BACKGROUND

1.1 Background of the business

Ice cream is a famous kind of dessert that has been known by people over

the world. Almost all ages from children to old people love ice cream. Based

on the article of Best Ice Cream Maker Reviews, it is stated that “There is not

a single soul in this world who would say that he or she does not like ice

cream. Ice cream is adored by almost everyone. Irrespective of age group,

ice cream is enjoyed and loved by people all over” (par. 1).

Nowadays, ice cream is not only served for dessert after having main

course meal, but it also has become kinds of beverage that everyone can

consume anywhere and anytime. Because of that, people create a business

which sells ice cream only. Some of them open in the small stand in the malls

and the others open in larger and cozy places. They sell ice cream with

delicious taste and create various flavors to attract the customers to buy their

ice cream.

(9)

2

Maranatha Chri stian University Generally, ice cream cafés only focus on creating new tastes of ice cream

to attract the customers. People usually consume ice cream directly when it

has been served or consume it with some toppings either in or on the ice

cream. Therefore, I want to create a business of ice cream café which is

different and can be enjoyed by everyone. My business offers a different way

of consuming ice cream because the customers need to dip the ice cream

into the fondue before they consume it. My business is Ice Cream Fondue.

Based on the article of Chocolate Fondue Sets 66, it is explained that “The

word “fondue” comes from the French word fondre, meaning to melt” (par. 2).

In my business, fondue is the sauce which covers the ice cream and is placed

in a pot.

My business will be located in Paragon Mall, Pemuda no 118 Semarang,

Central Java. The reason for choosing Semarang is because first, Semarang

is a hot city. It is truly stated in article Semarang Weather and Climate that,

“Many locals in Java refer to Semarang as the 'hot city', due to its especially

sunny weather and fine climate” (par. 1). Therefore, ice cream is demanded

especially during hot days. Second, I choose Paragon because it is a new

mall in Semarang. Besides, Paragon is near a university, a school, and some

offices.

The name of my ice cream café is Ice Cloope. The word Cloope must be

(10)

3

Maranatha Chri stian University celup. This name is based on the way the customers consume this ice cream

fondue. They dip the ice cream into the fondue.

1.2 About the business

Ice Cloope is portion of balls of frozen ice cream and some toppings such

as fruits and snacks, which are placed in the different plates, and be served

with the fondue in the pot. Then, the ice cream is dipped into the fondue. Ice

Cloope (henceforth, IC) provides three kinds of fondue.

Chocolate

It is an ingredient which is very popular in the flavor of candy, cake,

jam, cookies, milk, and even ice cream. It is clearly stated in an article

For The Best Chocolate Recipes and Ideas For Cooking With

Chocolate, “It's for those who know that chocolate is just about the

planet's favorite ingredient. From children to elders, from gourmets to

gourmands. Yes, even you and definitely me” (par. 2).

Yoghurt

Yoghurt has unique sour and sweet taste. Besides, it also has many

good nutrients for the body. Julene Tripp Weaver explains that,

“Yoghurt is rich in potassium, calcium, protein and B vitamins,

(11)

4

Maranatha Chri stian University Honey

Honey has great taste and a lot of benefits for health.“_Honey’s

antioxidant and anti-bacterial properties can help improve digestive

system and help you stay healthy and fight disease” (“Health Benefits

of Honey” par. 3).

IC has 3 size portions of ice cream fondue. The small size is for one

person, the medium size is for two persons and the big size is enough for four

persons. Thus, the customers can enjoy it together with their friends or

members of family.

IC will design the café with wallpapers, seats, tables, and decorations as

comfortable as possible. Hence, the customers can feel relaxed and enjoy the

atmosphere of the café. Besides, IC also provides magazines, audio music

and free hotspot with high-speed access as its facilities.

1.3 Vision and mission statement

In an article of Vision Statement, Susan Ward explains that "a vision

statement is sometimes called a picture of your company in the future but it’s

so much more than that. Your vision statement is your inspiration, the

framework for all your strategic planning” (par. 1). IC has a vision which is to

be the most favorite ice cream café in Semarang for people to hang out. “A

Mission Statement is the starting point for designing jobs, establishing the

(12)

5

Maranatha Chri stian University Thomas 85). The mission of IC is giving the best product and service for the

customers. IC guarantees that the product is made of fresh and fine quality.

In addition, IC gives fast and friendly service to satisfy the customers.

1.4 SWOT Analysis

SWOT stands for Strength, Weakness, Opportunity, and Threat. Based on

an article entitled Strategic Management, SWOT Analysis is “a scan of the

internal and external environment strategic planning process” (par.1). The

internal factors usually can be classified as strengths (S) or weaknesses (W),

and the external analysis can be classified as opportunities (O) or threats (T).

SWOT Analysis can help IC to make an action plan to build on its strength

and opportunity and correct its weakness and threat.

1.4.1. Strength

The first internal factor is strength. Strength is “positive internal factors that

contribute to accomplishment of objectives” (Norman and Thomas 88). IC has

more strength than other ice cream cafés in Semarang. First, IC biggest

portion of ice cream fondue is enough for four persons. Meanwhile, the other

ice cream cafés only provide a portion of ice cream for one and two persons.

Second, IC has more choices of fondue. The sauces are chocolate,

yoghurt, and honey. On the other hand, some ice cream cafes only provide

(13)

6

Maranatha Chri stian University Third, IC offers self-service to the customers. They can choose their

favorite toppings and kinds of fondue. They also dip the ice cream into the

fondue by themselves. In some ice cream places, the ice cream has been

dipped into chocolate fondue by the waiter or waitress.

Additionally, IC uses low-fat milk for the ice cream and fresh fruits which

are healthy. In Semarang, only a few of ice cream cafés which use low-fat

milk for their ice cream.

1.4.2. Weakness

The second internal factor is weakness. Weakness is “negative internal

factor that inhibit the accomplishment of the objective” (Norman and Thomas

88).The weakness of IC is the product cannot be taken away. The ice cream

can melt fast and it takes time to bring it home. In addition, the chocolate

fondue has to be heated to keep it always melt and fresh.

1.4.3. Opportunity

The first external analysis is opportunity. Opportunity is “positive external

options the firm could employ to accomplish its objectives” (Norman and

Thomas 90). The first opportunity of IC is ice cream is very demanded in

Semarang. It is because the weather is hot in Semarang, especially in the

(14)

7

Maranatha Chri stian University second opportunity is IC will open another branch which has larger and cozy

place if this business has been successful and gain a lot of profit.

1.4.4. Threat

The second external factor is threat. Threat is “negative external forces

that inhibit the firm’s ability to achieve its objectives” (Norman and Thomas

90). The threat of IC is there are many ice cream cafes which are still to be

customer’s favorite in Semarang for example Pelangi, Florian, Baskin Robbin,

and Flamingo. However, Pelangi and Florian are the real competitors for IC

café. Pelangi has large and cozy places for the customers to hang out.

(15)

Maranatha Chri stian University

BIBLIOGRAPHY

Printed Sources

Fry, Fred L., Charles R. Stoner, and Richard E. Hattwick. Business.

New York: McGraw-Hill, 2004.

Megginson, William L., Mary Jane B., and Leon C. Megginson. Small

Business Management. New York: Craig S. Beytien, 2001.

Scarborough, Norman. M and Thomas W. Zimmerer. Effective Small

Business Management. New York: Macmillan, 2001.

Electronic Sources

Berry, Tim. “The Power of Product Positioning.” 7 June 2009. mplans.com.

28 March 2010 <http://articles.mplans.com/the-power-of-product

positioning/>

“Chocolate Fondue Sets 66.” 2009. hubpages.com. 6 March 2010

<http://hubpages.com/hub/Chocolate-Fondue-Sets>

Delp, Valorie. “Ice Cream Ball Fondue.” 6 February 2008. families.com.

6 March 2010 <http://food.families.com/blog/ice-cream-ball-fondue>

(16)

Maranatha Chri stian University 11 March 2010 <http://www.buzzle.com/articles/ice-cream-maker-reviews-

best-ice-cream-makers.html>

Downhome, Patricia L. “Ice cream is the answer for a hot summer day.”

7 June 2010. star-telegram.com. 9 June 2010 <http://www.star-

telegram.com/2010/06/07/2244937/ice-cream-is-the-answer-for-a.html>

“For The Best Chocolate Recipes and Ideas for Cooking With Chocolate.”

2006. Best Chocolate Recipes Online. 6 March 2010 <http://www.best-

chocolate-recipes-online.com/>

“Health Benefits of Honey.” 2006. benefits-of-honey.com. 11 March 2010

<http://www.benefits-of-honey.com/health-benefits-of-honey.html>

“Ice Cream Fondue.” 15 November 2008. blogspot.com. 16 December 2010

<http://ryanmarks.blogspot.com/>

“Market Segmentation.” 2010. netmba.com. 28 March 2010

<http://www.netmba.com/marketing/market/segmentation/>

“NPV-Net Present Value.” 2009. thinkanddone.com. 6 December 2010

<http://finance.thinkanddone.com/npv.html>

“Organization Structure.” 2010. answer.com. 6 December 2010

<http://www.answers.com/topic/organizational-structure>

“Payback Period.” 2010. solutionmatrix.com. 6 December 2010

<http://www.solutionmatrix.com/payback-period.html

“Semarang Weather and Climate.” 2010. world-guides.com. 26 May 2010

(17)

Maranatha Chri stian University “Standar Gaji Bagi Fresh Graduate (SMA, DIII & S1).” 24 January 2008.

wordpress.com. 6 December 2010 <http://kanadianto.wordpress.com

/2008/01/24/standar-gaji-bagi-fresh-graduate-sma-diii-s1/>

“Strategic Management.” 2010. quickmba.com. 28 October 2010

<http://www.quickmba.com/strategy/swot/>

“Upah Minimum Regional.” 12 January 2009. allow.wordpress.com.

6 December 2010 <http://allows.wordpress.com/2009/01/12/informasi-

upah-minimum-regional-umr/>

Ward, Susan. “Vision Statement.” 2010. about.com. 28 October 2010

<http://sbinfocanada.about.com/od/businessplanning/g/

visionstatement.htm>

Weaver, Julene Tripp. “Health Benefits of Yoghurt.” 24 September 2007.