T-Burger : A Business Plan.

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LIST OF TABLES

Table 2.1 Schedule of Promotional Activities………..16

Table 3.1.2 The Material Handling………21

Table 4.2.2 The Working Hours of T-Burger………31

Table 4.2.3 Compensation of Employees in T-Burger………..32

Table 5.1 Initial Investment………36

Table 5.2 Cash Outflow………..38

Table 5.3 Cash Inflow……….39

Table 5.4 Net Cash Flow………40

Table 5.5 Payback Period………..41

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LIST OF FIGURES

Figure 3.2.1 Location of Paskal Hyper Square………..25

Figure 3.2.1 Location of T-Burger………26

Figure 3.2.2 Layout plan of T-Burger’s stall………...27

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ABSTRACT

Tujuan pembuatan rancangan bisnis ini adalah sebagai pemenuhan kewajiban membuat proyek akhir dan melatih saya untuk masuk ke dalam dunia bisnis, yaitu sebagai seorang wirausaha. Berdasarkan pertimbangan tersebut, maka saya memutuskan untuk membuat inovasi dalam industri makanan cepat saji, yaitu T-Burger atau burger tempe. T-Burger menawarkan alternatif pola makan sehat yang akan dibahas dalam rancangan bisnis ini. Untuk membuat suatu rancangan bisnis yang terstruktur, saya

menganalisis beberapa aspek utama dalam pembuatan rancangan bisnis ini. Pertama, saya akan menguraikan latar belakang dari pembuatan bisnis burger tempe yang terdiri dari visi dan misi dari T-Burger. Kedua, saya menganalisis aspek pemasaran yang membahas mengenai target pasar, harga, keunikan produk dan promosi yang akan dilakukan. Ketiga, saya menguraikan tahap-tahap operasional produksi. Aspek operasional membahas mengenai proses produksi dan jasa yang T-Burger tawarkan untuk konsumen. Keempat, T-Burger memerlukan tenaga kerja yang akan dibahas dalam bagian sumber daya manusia. Aspek ini membahas mengenai kualifikasi tenaga kerja yang diperlukan untuk bisnis tersebut. Kelima, T-Burger akan menganalisis keuangan dalam mengoperasikan bisnis ini serta memprediksikan apakah bisnis tersebut akan menguntungkan atau tidak. Aspek keuangan ini pada akhirnya bertujuan untuk meyakinkan investor agar berpartisipasi dan menanamkan modalnya pada T-Burger.

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EXECUTIVE SUMMARY

T-Burger is a fast food business which provides the concept of healthy

eating habit in Bandung. It is located in Paskal Hyper Square Food Market,

Bandung. T-Burger offers a delicious healthy burger called tempeh burger.

Tempeh burger is the kind of fast food which supports the idea of healthy

eating habit in the form of a wheat bread and tempeh with vegetables as the

fillings. The burgers are made from fresh and satisfying-quality ingredients

which are safe and healthy to be consumed. In order to satisfy the customers,

T-Burger serves both high-quality product and service, also the cleanliness as

the form of support of healthy eating habit.

T-Burger is also supported by strong financial aspect. As the new food

business in town, T-Burger shows its existence as the profitable business

from the expected profit on the first year of 152,246,640 IDR. Moreover,

T-Burger expects to develop and make improvements on the business in the

future. Therefore, T-Burger seeks cooperation with investors from food

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owner, however, the owner hopes for cooperation with investors to develop

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to make innovation on other possible fillings. T-Burger is also planning to add

more promotions activities, employ more human resources, and open

branches in Bandung.

As an organized and innovative food business, T-Burger is ready to invite

more people to have healthy eating habits and investors to cooperate

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CHAPTER I

INTRODUCTION

1.1 Background of the Business

Nowadays, people become more and more concerned with living a

healthy life. Generally, people who are concerned with their health will have

the knowledge of the food which can be used to determine whether the food

is healthy or not. This is also stated by Ellie Krieger (11) who believes that

knowledge of the food that we are about to eat is important because that

information will help us to understand and make better choices. We need to

make a better choice because there are two kinds of foods. The first is

unhealthy food. According to Indiadiets Foods, “unhealthy foods are some

foods which are considered unhealthy on grounds of their being high in

calories (saturated fats), lack of antioxidants and fibres” (par.1). The

examples of unhealthy foods are French fries, white bread, cakes and butter.

The second is healthy food. Natalie Bennet said that “healthy food should

compromise a lot of vegetables and fruits, and scratchy food such as bread,

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fish, eggs, and some milk and dairy foods” (par.2). The example of healthy

food is tempeh which is high in protein and wheat bread which is high in fiber. Based on that fact, I would like to present an alternative way of healthy

eating habit in the combination of tempeh and burger as the new concept of fast food. In this case, I take fast food, because fast food has grown fast and

been everyone’s favorite. However, fast food is also identical with unhealthy

lifestyle. That is why I would like to show that fast food can also be a good

choice to be eaten in a healthy way. The result of my survey supports this

fact. I have done some research on people who visit Paskal Hyper Square. It

shows that forty out of fifty people who are above 25 years old said that they

love and often eat fast food because of the taste and speed. However, the

others said that they do not like fast food because it is not good for their

health and contains a lot of food preservatives. The fact that fast food is not

healthy is also supported by John Burstein (5) who believes that fast food is

high in calories, sugar, sodium, fat and low in vitamins and minerals, which

can cause diseases to human body. Due to the bad effects of consuming

unhealthy fast food for our health, T-Burger tries to fulfill the needs of being

healthy through the alternative concept of healthy fast food; the kind of fast

food which can fulfill the needs of healthy food for both common people who

eat any kinds of food and vegetarians who only eat food which do not contain

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The spirit of healthy eating habit can be earned by people in general.

People who are not vegetarians and care about their health will determine the

foods that they eat. Sometimes people do not realize that they need to

maintain physical balance. The most important action to achieve physical

balance is eating habit. It is proven by Jay Greenfeld who says that “eating

habit is the most expensive properties on board. People are easily unaware

about what they eat that can give more harm than good. It is important to

maintain and establish healthy eating habit by knowing what you eat, whether

it is good or not for your body” (13). In order to maintain the physical balance,

people have to start modifying their eating habit. That is why the concept of

fast food that T-Burger makes can help people to eat healthily. Furthermore,

this fast food can also be enjoyed by people who are vegetarians.

Nowadays, living as a vegetarian is becoming the alternative choice for a

healthy lifestyle. It is proved by Suzanne Hobbs who states that “the fact is

vegetarians generally enjoy better health and longer lives than non

vegetarians. Vegetarians are at lower risk for many chronic, degenerative

diseases, and conditions” (18). That is why I choose to make a food business

which can fulfill the need of being healthy and suitable for vegetarians and

people in general, called tempeh burger.

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non vegetarians. The reason why T-Burger chooses tempeh and whole wheat bread is that it supports the healthy eating habit which is looked for by people

nowadays. T-Burger wants to help people to modify their eating habit for their

own health by offering this burger which is based on the vegetarian diet.

T-Burger also uses wheat bread to replace the white bread as it is used

commonly to make a burger. The choice of wheat bread is to reduce the

consuming of carbohydrates. Arnold Lorand (311) believes that vegetarian

diet can be a great alternative since there are a lot of people nowadays who

avoid eating too many carbohydrates which can lead to diabetes. It is also

supported by Food Standard Agency who believes that scratchy food like

wheat bread is easily to be digested which can make us feel full longer than

usual white bread and wheat bread is a good source of energy and main

source of nutrition for our body (par.2). We can conclude from the statement

that wheat bread can give us a lot of nutrition and carbohydrates for our body

and also make us feel full. This is also said by Elson Haas and Buck Levin

who state that “wheat contains vitamin E, high in fiber and nutrient-rich” (325).

Moreover, the fillings of the burger contain vegetables and variation of sauces

which can add more variations on the taste.

I am sure that the business can have a great and promising future

because it can fulfill people’s need of healthy lifestyle by giving the alternative

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weight, and energy level by incorporating some of the healthy eating habits”

(391). T-Burger tries to take a lead on persuading people to start having a

healthy eating habit.

1.2 Vision and Mission

When establishing a new business, there must be a vision as the target

goal that each company wants to achieve. As Jonathan Carey states that

“vision is key to succeeding; after all, it is vision that enables us to see

opportunities where other see only challenges, and that allows us to see

victory where others see defeat” (13). In starting this new business, T- Burger

also has a vision as the goal to achieve. The vision of T-Burger is “to be a fast

food business with the spirit of healthy eating habit”. In order to accomplish

the vision, the owner has to set the mission of how to reach the vision.

The general mission of T-Burger is “fulfilling the need of healthy eating

habit based on the customers’ demand”. From that general mission, T-Burger

will specify it into more detailed missions:

1. providing the fresh and satisfying quality ingredients to gain the trust

from customers.

2. making innovation on the menu by varying the sauces and the fillings

of the burger which maintain the concept of healthy fast food.

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As a new food business, T-Burger notices that to accomplish the vision

and missions, T-Burger has to analyze and admit any possible things that

might happen by knowing the strengths and weaknesses of the business

itself and also opportunities and threats of the business. Martin Mosho, a

successful businessman from Brooklyn, states that “one way of evaluating

your business and determining goals for the future is to use the SWOT

analysis” (43). T-Burger is able to develop and grow better by doing the

SWOT analysis which can help T-Burger to predict and anticipate for any

circumstances that might happen in the future.

The strengths of T-Burger are first, T-Burger has made an effective

innovation by making the new concept of fast food which is vegetarian one for

the customers who are looking for healthy food. Second, T-Burger also

provides affordable prices, which is based on the calculation of mark-up

pricing and perkapita of Bandung 2010. The Polish economist, Michal Kalecki says that “mark-up pricing is an aspect of average cost pricing in which firms

calculate the average cost of the product and add on a mark-up, profit”

(par.1). Furthermore, perkapita of Bandung 2010 is Rp 247,000.00 based on the newspaper of Pikiran Rakyat. Thus, the price is affordable for middle-low

economic class as T-burger’s target market.

The weaknesses of T-Burger are first, T-Burger has limited promotional

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T-Second, it will be difficult to build up a well-known reputation among the

customers because of the limited promotional activities. Third, T-Burger has a

limited distribution of the product since there are no other branches.

The opportunity of T-Burger is able to meet the need of the customers

based on the survey which is their needs of healthy food. The result of survey

shows that more than twenty percent out of a hundred percent, people are

eager to taste healthy fast food if there is one in Bandung. Moreover, in the

future, T-Burger will make variation on the fillings which will always maintain

the healthy eating habit concept.

The threats for T-Burger are first, competitors; others burger sellers,

provide more variety of menus such as the flavors, choices of sauces, and

the choices of fillings. Second, competitors set a lower price for similar

products.

T-Burger plans to open the business by renting a medium size stall in

Paskal Hyper Square. Furthermore, T-Burger also has predicted some

possible competitors. In every kind of business there must be competitors,

therefore T-Burger as a beginner has to know its competitors. Peri Pakroo

says that “knowing who your competitors are and what they are doing will

help you establish and maintain a competitive edge” (206). By knowing

T-Burger’s competitors, T-Burger will be flexible and try to always meet

customers’ needs. The competitors run the similar concept of burgers. There

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Burger King, Karl’s Burger, Wendy’s, Burger Klenger outside Paskal Hyper

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