vii Maranatha Christian University
ABSTRACT
Perkembangan dunia fashion saat ini semakin pesat, terutama dalam hal pakaian dan aksesoris wanita (tas, sepatu, perhiasan). Pesatnya perkembangan di dunia fashion, antara lain didukung dengan
pertumbuhan bisnis butik online melalui Internet, termasuk di Indonesia. Hampir di seluruh jejaring sosial seperti Facebook, Friendster dan Twitter, dapat dijumpai banyak butik yang menjual produk mereka secara online. Oleh karena itu penulis berminat membuka bisnis butik online ini dengan nama Ryu-San Shop.
Keuntungan dari bisnis butik online adalah rendahnya modal awal yang diperlukan, dan tidak memerlukan tempat untuk memajang produk,
berbeda halnya dengan butik konvensional yang membutuhkan tempat untuk memajang produk. Kelemahan dari butik online ini adalah tidak semua orang dapat mengakses butik mereka. Hanya pelanggan yang sudah memiliki jaringan Internet dan terhubung dengan situs tertentu yang dapat mengakses butik mereka. Tapi dengan kelemahan atau
keterbatasan tersebut, tidak menghalangi perkembangan butik online di Indonesia. Hal ini terbukti dengan semakin bertambahnya jumlah butik yang menjual produk mereka secara online.
Business plan yang telah dirancang akan memaparkan gambaran Ryu-San Shop, mulai dari detil tampilan online, stok barang yang akan dipromosikan, daftar harga, serta disain dan daftar pilihan baju, aksesoris maupun fashion item lain yang dapat menarik minat konsumen. Dalam proyek ini dilampirkan pula penjabaran modal awal yang dibutuhkan, pendapatan potensial per bulan, serta struktur organisasi yang ideal untuk memulai bisnis ini.
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EXECUTIVE SUMMARY
One kind of the online businesses that start to grow in Indonesia is online boutiques, which offer and provide people with information and media to buy clothes, bags, shoes, and accessories. Ryu-San shop sells and promotes its products online, for example at network communities like Facebook and Friendster, which can be a very potential business to run because many people can see the products of the boutiques online. To make this business different from other online boutiques, Ryu-San shop plans to add customer-designed models as unique selling proposition. The prospect of the business is promising. We can see that the percentage of online shopping is up every year, and people, especially young ones, want more viable option to satisfy their need for fashion, with more efficiency.
Ryu-San Shop buys its products from suppliers; it does not need employees to do its operational activities. Ryu-San Shop uses tailor partners for its “customer-designed” clothes, where the designs and
ix Maranatha Christian University Ryu-San Shop achieves its payback period in six months and ten days. The net present value of Ryu-San shop has already got the positive value
v Maranatha Christian University
TABLE OF CONTENTS
TITLE PAGE... i
DECLARATION OF ORIGINALITY ..………ii
FRONT COVER OF BUSINESS PLAN ………. iii
APPROVAL PAGE ………. iv
TABLE OF CONTENTS………..v
ABSTRACT ………. vii
EXECUTIVE SUMMARY ……… viii
CHAPTER I. THE BACKGROUND………... 1
CHAPTER II. MARKETING ASPECT………... 6
CHAPTER III. OPERATIONAL ASPECT ………...11
CHAPTER IV. HUMAN RESOURCES ASPECT………...16
CHAPTER V. FINANCIAL ASPECT ………. 20
BIBLIOGRAPHY
vi Maranatha Christian University APPENDIX 1. STYLE TOP
APPENDIX 2. TRENDY FASHION
APPENDIX 3. CASUAL GIRLS
APPENDIX 4. LV COSMIC BLOSSOM
APPENDIX 5. LV NEVERFULL GEISHA MONOGRAM
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CHAPTER 1
THE BACKGROUND
1.1 Background of the Study
In this modern age, many forms of communications and
transactions take place on the Internet. The rapid development of many social sites provide people with a new and exciting way to interact with others. Not only for daily business interactions, businesses have evolved from conventional markets where sellers and buyers meet, to online markets, where the transactions between buyers and sellers are done just in one click by using the Internet. According to Leo
Development, nowadays, Internet has become an inseparable part of human life, including in business (“Pentingnya Website/Toko Online di
Era Global Tahun 2010” par.2). Considering this, I am interested in
opening an online business, which is an online boutique that sells clothes and bags for women.
There are four main reasons that I take into considerations on elaborating the positive aspects of online boutiques. The first reason why I am interested in opening an online boutique is because there has been a change in the way of people buying clothes, besides the
2 Maranatha Christian University of the people living in big cities, such as Jakarta and Bandung, their lifestyles are affected by the lifestyle of people in other countries, such as USA and Japan; therefore, they try to keep up with the latest fashion as fast as they can. For them, the Internet would be the best media to fulfill their need of knowing the latest fashion.
The second reason is one kind of the online businesses that start growing in Indonesia is online boutiques, which inform and provide people with the latest clothes, bags, shoes, and accessories, and give them the opportunity to have a more efficient transaction. There are many boutiques that sell and promote their products online, for example at network communities like Facebook and Friendster. It makes the rapid development in fashion in Indonesia, which can be a potential business to run because many people can see the products of the boutiques online.
3 Maranatha Christian University The fourth reason is that the online boutique’s initial investment is
only less than Rp 15,000,000, which is another factor as to why this is an ideal business to run. The prospect for this business is great, because It uses the Internet as its marketing media. it can market its products with low cost. Other than that, this business does not need a place like conventional boutiques. The transactions can be done everywhere as long as there is an Internet connection.
By having the above considerations, I plan to open an online
boutique, which sells clothes and bags for women. The reason I choose to sell clothes and bags for women is that, comparing to men, women are more spendthrift on buying clothes and bags. Therefore, because there are many clothes and bags suppliers in Bandung, for example: Butik Tas, Caramel, Terminal Tas etc. It is easy to get the newest model of clothes and bags. By using the Internet, I can market my products with low price. To make this business different from other online boutiques, I plan to add “customer designed models” as my
unique selling proposition.
The name for my boutique is Ryu-San Shop (henceforth, RSS). This name is taken from the owner’s nickname, which is “San”, and the
name of one of the characters in the game “Ninja Gaiden”, Ryu
4 Maranatha Christian University Due to the fact this is an online boutique, it does not need a fixed location as the center for its activities. All transactions are done online. For the shipment, RSS uses delivery service by providers such as TIKI, JNF, and DHL. Ryu-San Shop’s main target market is women between 15 to 26 years old, because in that range of age, women usually want to show themselves off to their community, and one of the ways to do it is to wear clothes and bags that are up to date.
1.2 SWOT Analysis
The strengths of RSS are its high quality materials and finished goods, and its uniqueness in the customer-designed clothing option. Customer-designed clothing option means that the customers can order RSS to make clothes with the customers’ own design. The customers can use one
of RSS models, or they can use their own new model. RSS uses high quality materials for its clothes, such as chiffon, silk, and cotton, and with selling prices varies for each cloth. RSS does its activities online 24-hour a day; the customers can order anytime they want.
5 Maranatha Christian University If there were any complaint regarding the quality, RSS would exchange the products with the ones that could meet customer’s expectations.
The opportunity for RSS is that some people are sometimes reluctant to go to the conventional boutiques to buy clothes and bags. It is often caused by their busy schedules which sometimes make it impossible for them to actually find a spare time cruising the mall, surveying stores after stores. By using the Internet as a media, RSS offers the convenience for these people to buy the products without even going outside their home. RSS also offers the convenience for working people, especially women, who want to buy clothes, bags, shoes, accessories, etc, but do not have enough time to go to the conventional boutiques because they are occupied with their works.
The threats for RSS are that some people like to hang out to enjoy their free times. Most of them use their free times by gathering to talk or to eat, or by shopping. Thus, it can reduce the chances of them buying clothes and bags online. Other than that, people who are familiar with online business are the ones who live in big cities where Internet network is available. People who live in cities with no Internet network, therefore, are still not familiar with online business. The other threat of this business is the competitors in this business, which are conventional boutiques and other online boutiques.
Based on the facts discussed above, I decided to start my online
Maranatha Christian University
BIBLIOGRAPHY
Printed Sources
Assael, Henry. Consumer Behaviour and Marketing Action. 6th Edition. New York: Thomson, 2003.
Kotler, Philip. Marketing Management 2. 11th Edition. New Jersey: Prentice Hall, 2002.
Sundjaja, Ridwan, and Inge Berlian. Manajemen Keuangan 2. Bandung: Literata Lintas Media, 2003.
Electronic Sources
“Cash Inflow and Cash Outflow”. 2011. 7 August 20011.
http://improvemybusiness.com/hk/edu/class/htm241/
Kotler, Philip. “Marketing Management 2.” May 2002. March 19th 2010.
<www.prenhall.com/kotler.> http/www.citehr.com/reasearch.php
“Marketing Mix”. 2011. 6 August 2011.
http://marketingteacher.com/lesson/c.htm
“Pentingnya Website/Toko Online di Era Global Tahun 2010” 8
October 2009.December 12 2009. http://www.leodevelopment.com/
Waters, Shari. “Cash Flow” Feb 2011. August 3th 2011.
