Mik's Chick : A Business Plan.

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Maranatha Christian University v

LIST OF TABLES

Table 2.1. The Segmentation Variables of Mik’s Chick...

Table 2.2. The Target Market of Mik’s Chick... Table 2.3. The Price and Detail of Menus of Mik’s Chick...

Table 3.1. The Explanations of the Layout of Mik’s Chick...

Table 4.1. The Salary of Employees of Mik’s Chick…………... Table 5.1. The Initial Investment of Mik’s Chick...

Table 5.2. The Cash Inflow of Mik’s Chick...

Table 5.3. The Cash Outflow of Mik’s Chick...

Table 5.4. The Net Cash Flow of Mik’s Chick...

Table 5.5. The Payback Period of Mik’s Chick...

Table 5.6. The Net Present Value of Mik’s Chick... 10

11

15

25

34

40

43

44

46

48

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LIST OF FIGURES

Figure 3.1. The Service to the Customer of Mik’s Chick...

Figure 3.2. Lemon Butter “Cute” Chick... Figure 3.3. The Site of Mik’s Chick...

Figure 3.4. The Location of Mik’s Chick...

Figure 3.5. Map of the Location of Mik’s Chick...

Figure 3.6. The Layout of Mik’s Chick...

Figure 3.7. The 2D concept of Mik’s Chick...

Figure 4.1. The Organizational Structure Mik’s Chick... 20

20

22

23

24

27

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Maranatha Christian University viii

ABSTRACT

Industri makanan di Bandung saat ini berkembang dengan pesat. Hal ini ditandai dengan semakin banyak tempat makanan baru yang dibuka dan semakin banyak orang yang berwisata kuliner di Bandung. Penulis melihat hal ini sebagai sebuah peluang yang baik walaupun hal ini berarti juga semakin ketat persaingan didalam industri makanan. Oleh karena itu, peluang ini tidak disia-siakan oleh penulis. Menyadari akan pentingnya kesehatan, penulis memilih makanan organik sebagai produknya. Alasan lainnya adalah karena masih jarang makanan organik yang dijual

sehingga penulis memutuskan untuk menjual makanan organik. Makanan organik lebih sehat dari pada makanan pada umumnya karena semua bahan bakunya organik dan tanpa bahan pengawet. Sampai saat ini masih sangat jarang ditemui tempat yang menjual

makanan organik dan bernuansa kafe. Hal ini dapat menjadi peluang yang menguntungkan bagi penulis untuk menjadi pionir kafe organik dan

mengajak orang untuk go organic. Untuk merealisasikannya, penulis memutuskan untuk mendirikan sebuah kafe makanan organik, Mik’s Chick, yang berlokasi di lantai dasar PVJ.

Mik’s Chick memiliki menu yang unik, yaitu Black Pepper “Hot” Chick, Fried “Sexy” Chick, Lemon Butter “Cute” Chick, Cream Soup “Skinless” Chick, dan Katsu “Funny” Chick. Selain itu, ada pula berbagai macam snack dan minuman yang dijual disana. Semua produk Mik’s Chick dijual dengan harga relatif mahal. Selain promosi dari mulut ke mulut, nuansa menyenangkan dan elegan dipadu gaya barat dapat menjadi salah satu daya tarik untuk makan disana. Oleh karena itu, sasaran Mik’s Chick adalah keluarga menengah keatas yang menyukai makanan organik. Mik’s Chick memiliki 18 orang pekerja yang terdiri dari owner, General Manager, 4 orang chef, 2 orang cashier, 8 orang waiter, dan 2 orang desk waiter. Dengan investasi awal sebesar Rp. 147.139.800, payback period Mik’s Chick diharapkan akan terpenuhi dalam 7 bulan 10 hari.

Business Plan ini menjelaskan secara rinci mengenai Mik’s Chick. Didalamnya dijelaskan secara jelas mengenai latar belakang Mik’s Chick didirikan, dan kekuatan beserta kelemahan juga peluang beserta

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EXECUTIVE SUMMARY

Are you bored with common food? So, get ready to go organic. Located

on the Lower Ground (LG) at PVJ, Mik’s Chick, unlike a common café, will

provide mouth-watering organic food so that people become healthier. If

you are interested in eating healthy food, Mik’s Chick will be the best

answer. Moreover, the goal of Mik’s Chick is to persuade people to go

organic. Because the customer is the king, the respect of Mik’s Chick to

the customers is shown by creating a unique menu, servicing the

customers friendly and fast, and also by providing delivery service.

Based on the sales forecast, Mik’s Chick is a valuable business

because the initial investment of IDR 147,139,800 is expected to be

covered in only 7 months 10 days and Mik’s Chick will get an expected

first year profit of IDR 254,086,341. This investment will make Mik’s Chick

successful in opening as well as maintaining the operation, and even in

developing it. Successful operation in the first year will have a benefit of

providing Mik’s Chick with a customer base in order to have more

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Maranatha Christian University 1

CHAPTER I

BACKGROUND

1.1. Background of Study

Nowadays the existence of eating places which provide healthy food,

such as cafés, canteens, and restaurants, is still rare in Bandung. Nugraha

says, “According to my research at several elementary schools in

Bandung, 20 percent of students no longer eat vegetables” (par. 8). He also says, “This trend became worse in 2006 when a survey conducted at

one elementary school in Jatinangor, Bandung, showed that 10 out of 100

kids were no longer eating rice as a staple. They choose instant noodles

instead of rice” (par. 11, 12). The statement above shows that the students

in Bandung follow an unhealthy lifestyle. Moreover, they often eat

unhealthy food which is oily, high-fat, high-calorie, and high-carbohydrate,

that make them obese and diabetic. In “Diabetes and Obesity in

Indonesia”, it is stated that “The problem is increase consumption of fried

foods (gorengan) and non traditional fried foods which do not use tapioca

or casasva as base root (like modern day potato crisp)” (par. 6). Not only sweet cookies, but also junk food is consumed, especially by uneducated

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massive increase in domestic rubbish foods especially little more than

flavoured sugar cubes candy bars like „Beng-beng‟, „Ting-ting‟ and other highly processed saturation point sugary rubbish appealing to the

uneducated sweet tooth of the poor and emergent middle classes” (par.

16). Actually, what people eat affects their body. People should eat

healthy food. This is because healthy food can make people healthy and

make them able to resist diseases. In “Healthy Foods”, it is stated that

“Eating healthy foods is one of the greatest ways you can live healthy and

combat developing a disease” (par. 1).

I choose food business for some reasons. First, food business will

always be alive. However, to support the business, the owner has to be

creative in exploring food so that the business will endure. In an article

entitled “Mengenal BisnisMakanan”, Arif states that the culinary business never dies because people must eat (par. 1). This statement also supports

my second reason, which is that people need to eat. That is a basic fact

for sustained life.

Then, the reason I choose organic food for my products is because I

am concerned about health and food. Being healthy is not only about the

food which people eat but also the eating places where people choose to

go to eat. Eating food without preservatives and MSG is a must. Then, the

air in the place should be fresh and with no smoke so that customers can

be comfortable while eating without feeling disturbed by smoke.

Based on the reasons above, I am going to run an organic café. Also,

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sell organic food. Moreover, I can be a pioneer as an organic food seller in

North Bandung area. The name of my business is Mik’s Chick Café. Mik’s

Chick comes from my name (Mike, but sometimes people pronounce my

name “Mik”) and my menus (chick is a more catchy word for chicken, and an abbreviation for chicken). Mik’s Chick sells food which contains rice and

chicken. There are five menus of chicken. They are Black Pepper “Hot” Chick (very spicy), Fried “Sexy” Chick (quite big), Lemon Butter “Cute” Chick (small piece of chicken), Cream Soup “Skinless” Chick (no skin), and Katsu “Funny” Chick (no bones).

Moreover, the logo of Mik’s Chick consists of 3 elements. They are the

letter “M” made from two saxophones, a yellow chickenwith a red chef‟s hat, and a blade of grass. First, the letter “M‟‟, made from two saxophones,

stands for my nickname (Mik). Moreover, in my café I am going to play

jazz music, in which saxophone is a popular instrument. Second, the

yellow chicken with a red chef‟s hat in the logo means that the main ingredient of my food is chicken; the yellow and red colour can

psychologically increase people‟s appetite. In “10 Facts about How Colors Affect Your Appetite…”, it is stated that, “Yellow is also appetite

stimulating, because it relates to happiness. Ever noticed that restaurants

have yellow painted windows or yellow flowers at the table? This homely

look is to make you feel more welcome, and hungrier“ (par. 5). The article

also says, “The most appetizing color is red. Red food (as well as the color

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1.2. The Uniqueness

The uniqueness of Mik’s Chick is that all the ingredients are organic,

without any preservatives or MSG; therefore, the food is healthier. The

rice, chicken, and vegetables are organic. Also, the uniqueness is the

elegance concept for playing jazz music and the live cooking

demonstration of the chefs.

1.3. SWOT Analysis

Before starting my business, I am going to analyse the SWOT of my

business so that I know what strategic plan I should do. It can make it

easier for me to run the business. According to Philip Kotler, SWOT

analysis consists of strengths, weaknesses, opportunities, and threats

(102).

1.3.1. Strengths

First of all, I would like to analyse the strengths. In Strategic

Management, Dess, Lumpkin, and Taylor say that strength is “the internal conditions of a firm where your firm excels” (41). Therefore, strength is the advantages from the product which can make one company compete well

with others.

There are several strengths of Mik’s Chick. First, the food is organic

with no preservatives or MSG. Second, the air in the café is maintained to

be fresh, with no smoke while the customers are eating. Third, the interior

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eat. I am going to use wallpapers with paintings of nature on the wall, such

as mountains, river, and waterfall. I am also going to use glass tables with

fish in them and build a small playground there for children. Therefore,

people can also refresh their mind. Fourth, I am going to play jazz music

so that the nuance will be more elegant. According to “Oxford Advanced

Learner‟s Compass”, elegant is “(of clothes, places and things) attractive and designed well” (par. 2). Fifth, I also provide delivery service for the area around Sukajadi Street and Surya Sumantri Street (Maranatha

Christian University) with a minimum delivery order of IDR 70,000. Thus,

this is a good business because there are many strengths. The strengths

can cover some of the weaknesses following.

1.3.2. Weaknesses

The second element is the weakness of the business. In Strategic

Management, Dess, Lumpkin, and Taylor say that weakness is “the internal conditions of a firm . . . where it may be lacking relative to similar

competitors“ (41). Therefore, weakness is the disadvantages of the product which can weaken one company in its competition with others.

The weakness of Mik’s Chick is the price, which is quite expensive,

because of the organic food. It can make people prefer non-organic to

organic food. Then, another weakness is the organic food distributor is too

far from PVJ, where Mik’s Chick is located. Also, the ingredients

sometimes are not available because of bad weather. This can increase

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1.3.3. Opportunities

The third element is opportunity. Kotler and Keller say, “A marketing opportunity is an area of buyer need and interest that a company has a

high probability of profitably satisfying” (90). Therefore, opportunity is the external conditions which can positively influence the existence of a

company because of needs and interests of the customers.

I believe it is a good opportunity to run an organic food business. I can

be a pioneer in Bandung. When the customers‟ needs and interests toward organic food increase, they will come to Mik’s Chick. This is

because organic food places are still rare in Bandung, and I only know one

place which provides organic food, the canteen of Immanuel Hospital.

Therefore, I am going to introduce this business and persuade the

customers to go organic and leave their bad eating habits.

Located in Sukajadi Street no. 137-139, it is profitable to open an

organic food café at PVJ because there is no organic food café at PVJ.

Aside from this, PVJ is always crowded, especially on the weekends and

holiday times. It is a very popular place in Bandung for choices of eating

places. Mik’s Chick, which opens from 10 a.m. until 10 p.m., is going to be

opened on the Lower Ground (LG) at PVJ, near Gramedia, at the previous

site of Solaria.

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product because there are many people who come there to hangout and

eat.

1.3.4. Threats

The last element is threat. Kotler and Keller say, “An environmental threat is a challenge posed by an unfavourable trend or development that

would lead, in the absence of defensive marketing action, to lower sales or

profit” (91). Therefore, threat is the external conditions which can influence negatively the existence of a company because of the customers‟

disapproving tendency and their changes in preference.

One of the threats is Solaria, which sells some food, especially chicken

cuisine, with a lower price compared to Mik’s Chick’s. Also, bad weather

can make the organic ingredients not available. If there is frequent heavy

rainfall, harvests will fail.

There are some reasons why I choose Solaria, which is at PVJ, as my

competitor. These are because one of the cuisines of Solaria is chicken,

and almost all the prices of the cuisines at Solaria are the cheapest

compared to the prices of other eating food places at PVJ. Another reason

is that Solaria has many customers.

1.4. Vision and Mission

By having a clear vision, I will be able to know some missions to have

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1.4.1. Vision

My vision is to be the most popular organic café in Bandung and

operate as a franchise later.

1.4.2. Mission

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Maranatha Christian University

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Maranatha Christian University Nuttall, Chriss J. Business Studies. Cambridge: Cambridge University

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