v Maranatha Christian University
ABSTRACT
“My Sweet” adalah sebuah usaha di bidang makanan penutup (desserts) dengan menggunakan ubi sebagai bahan dasar. Makanan penutup (desserts) yang saya tawarkan menggunakan ubi, karena ubi merupakan salah satu bahan makanan yang menyehatkan dan ubi ini adalah salah satu bahan makanan yang berasal dari Indonesia, sehingga tidak diragukan lagi produk yang dihasilkan akan dapat diterima dan sesuai dengan selera konsumen Indonesia.
Usaha ini dipilih oleh saya agar produk yang ditawarkan dapat menjangkau konsumen Indonesia yang peduli akan kesehatan, dan hanya sedikit usaha yang menawarkan makanan sehat. Oleh karena itu, usaha ini dapat menjadi salah satu peluang yang sangat besar bagi para investor untuk memperoleh keuntungan. Oleh karena itu, business plan ini disusun untuk memberikan penjelasan kepada calon investor tentang konsep usaha “My Sweet”.
Usaha ini membutuhkan enam orang karyawan. Karyawan yang dibutuhkan adalah juru masak, pramusaji dan staf produksi. Usaha ini akan dibuka di Paskal Hypersquare di Jalan Pasir Kaliki 25-27. Hyper Square adalah pusat usaha yang terdapat di tengah kota. Lokasinya sangat strategis karena sering dikunjungi oleh pengunjung dari dalam maupun luar kota Bandung dan juga banyak kendaraan yang melintasi daerah tersebut, sehingga dapat disimpulkan bahwa usaha ini sangat menjanjikan.
v Maranatha Christian University
EXECUTIVE SUMMARY
”My Sweet” is the name of my stand and product and is also healthy desserts and beverages, which use sweet potatoes as the basic ingredient for the variety of the products. My business will open at PasirKaliki HyperSquare. This place is one of the strategic business locations in Bandung.
This business is different from other businesses because nobody had ever tried to use sweet potatoes as the main ingredients for desserts and beverages. This business can also satisfy the customers who love and care about their health. Besides, ”My Sweet” uses small investment which is 44,113,000 IDR, but offers large profit in first year is 86,990,660 IDR.
”My Sweet” offers various menus, such as toast bread, steam bread, ubi-ring O, sweet potato cake, sweet sago, sweet juice, and sweet fruit soup. The products do not use chemical substances for coloring and have natural sweet taste. Moreover, the products contain some vitamins for our body, such as vitamins A, E, B6, and C.
v Maranatha Christian University
TABLE OF CONTENTS
TITLE PAGE ... i
DECLARATION OF ORIGINALITY ... ii
FRONT COVER OF THE BUSINESS ... iii
APPROVAL PAGE ... iv
TABLE OF CONTENTS ... v
ABSTRACT ... vi
EXECUTIVE SUMMARY ... vii
CHAPTER 1. THE BACKGROUND ... 1
CHAPTER 2. MARKETING ASPECT ... 5
CHAPTER 3. OPERATIONAL ASPECT ... 10
CHAPTER 4. HUMAN RESOURCES ASPECT ... 14
CHAPTER 5. FINANCIAL ASPECT ... 17 BIBLIOGRAPHY
1 Maranatha Christian University
CHAPTER I
BACKGROUND
1.1 Introduction
Every person needs food to make them survive in life. Therefore, food becomes the basic need for human beings. Because of this reason, I plan to open food business which provides desserts and beverages, and the main ingredient is sweet potatoes as a secondary food. This business is unique which means that few food competitors have ever tried to make this product. Besides that, the product is healthy.
2 Maranatha Christian University
setting competitive price. The slogan is: “Keep Sweet, Keep Healthy”. I will open this business at Pasir Kaliki Hyper Square and for the initial
investment I use owner’s equity. Therefore, no loan is needed to open the business.
“My sweet” healthy desserts and beverages have several unique selling propositions. First, all the products use sweet potatoes as the basic ingredient. Sweet potatoes are chosen because they can fulfill the
customers’ need of vitamins, such as: betakaroten which creates vitamin A in our body, vitamin E, fosfor, kalium, vitamin B6 and vitamin C. Second, no chemical substances are used to color the products because chemical substances in coloring can cause headache, stomachache, and cancer (“Cyberforums”). The basic colors such as white, purple, orange, and yellow are from sweet potatoes.
Because of the advantages in sweet potatoes, my business has strengths to challenge with the similar other businesses. “Strength is one thing to find attractive opportunities and another to be able to take
3 Maranatha Christian University
market. Third, this business has a financial strength because it does not depend on a loan.
With the strengths that I have, my business has an opportunity to satisfy customer’s healthy need. According to Kotler, “A marketing opportunity is an area of buyer need and interest which there is a high probability that a company can profitably satisfy that need the customer want” (50). My company has the opportunity because nowadays many people want to keep themselves healthy and they prefer healthy food. My business provides healthy foods and beverages. I use sweet potatoes as the main ingredient of the products because nobody have ever used this ingredients in food businesses.
Beside strengths, a business may have weaknesses. “Weakness is a lack of or the difficulties of developing brand or image of the company to grow” (Kotler 61). My company also has some weaknesses. First, the business is still new; therefore, there will be difficulties of introducing the brand awareness into the market. Second, it is a little difficult to get one of the fresh raw ingredients, which is purple sweet potatoes which only grow in few places in Indonesia. Third, the owner has minimum organization and leadership skills. Fourth, this business has minimum market share and coverage (area).
4 Maranatha Christian University
Maranatha Christian University
BIBLIOGRAPHY
Printed Source
Kotler, Philip. Marketing Management. 11th ed.New Jersey: Prentice Hal.Inc., 2006
Philip Kotler and Kevin Lane Keller. Marketing Management. 12th ed. New Jersey: Upper Saddle River, 2006
Scott,Jr, Martin, Petty, and Keown. Basic Financial Management. New Jersey: Upper Saddle River, 1999
Electronic Source
Handi Irawan. “Karakter dan Perilaku khas Konsumen Indonesia”. 29 Mei 2007. 15 January 2009
<http://www.handiirawan.com/articles/archives/2007/05/29/karakter_da n_perilaku_khas_konsumen_indonesia/>
“Human Resources”. The free encylopedia-wikipedia. 10 january 2009 <http://en.wikipedia.org/wiki/Human_resources.>
“Manfaat dan Khasiat Ubi”. Cyberforum.com. 8 january 2009 <http://www.cyberforums.us/archive/index.html>
“Market-Segment”. The free encylopedia-wikipedia. 10 january 2009 <http://en.wikipedia.org/wiki/Market_segment>
“Targeting”. Marketingteacher.com. 8 january 2009
< http://www.marketingteacher.com/Lessons/lesson_targeting.htm> “ Threats”. The free encylopedia-wikipedia. 10 january 2009