DIFFLOCK EVENT ORGANIZER BUSINESS PLANNING
FINAL PROJECT
By
Anak Agung Ngurah Wirabawa 19004049
Undergraduate Program
School of Business and Management
Institut Teknologi Bandung
VALIDATION PAGE
Difflock Event Organizer Business Planning
By:
ANAK AGUNG NGURAH WIRABAWA
ID No: 19004049
Undergraduate Program
School of Business and Management
Institut Teknologi Bandung
Validated By
i
DIFFLOCK EVENT ORGANIZER BUSINESS PLANNING
Anak Agung Ngurah Wirabawa 8 Juni 2007
Tanggal Ujian Akhir: 8 Agustus 2007 Tanggal Wisuda: 27 September 2007
Program Pasca Sarjana, Institut Teknologi Bandung 2007 Pembimbing: Dwi Larso
ABSTRAK
Bisnis di dunia industri hiburan, terutama bisnis event organizing merupakan bisnis yang sangat menarik, karena kesempatan investasi yang begitu luas, dan didukung pula antusiasme konsumen yang cukup tinggi. Berbeda dari bisnis pada umumnya dimana aset utama diwujudkan lewat benda seperti mesin ataupun tanah, aset utama dari bisnis ini adalah kepercayaan konsumen, tingkat kreatifitas, serta tingkat kerja keras dari event organizer itu sendiri.
Jenis event organizer yang akan dibahas dalam business plan ini adalah event organizer yang mengkhususkan operasinya di klub, dengan cara membuat, dan mengatur acara di klub.
Pada mulanya, sebuah event organizer harus mampu menjual ide, serta konsep dari sebuah acara kepada klub. Pada tahap berikutnya, klub akan menerima ataupun menolak konsep acara tersebut, dan jika diterima, maka perjanjian mengenai acara tersebut, antara event organizer dan klub akan dibuat. Dalam bisnis ini, klub memiliki kewajiban untuk menyediakan tempat serta fasilitas standar yang biasanya sudah tersedia, sedangkan event organizer berkewajiban menyediakan talent, menanggung biayanya, dan tentunya menjalankan acara.
Perkembangan bisnis ini sangat erat kaitannya dengan pertumbuhan kebudayaan musik elektronik, dimana kebudayaan tersebut mendorong munculnya klub klub baru, dan tentunya para konsumen konsumen baru. Dengan berkembangnya kebudayaan tersebut, event organizer akan sangat diuntungkan, karena pasar yang semakin lama semakin meluas, serta banyak hal atau ide baru yang bisa dikembangkan berkaitan dengan kebudayaan musik elektronik.
Item utama yang dijual dari bisnis ini adalah kemampuan event organizer dalam membuat suasana menggunakan fasilitas yang tersedia, serta menggunakan talen yang ada. Event organizer dituntut untuk membuat para konsumen merasa nyaman dengan suasana yang mereka buat, sehingga konsumen merasa tertarik untuk membeli produk produk yang dijual olek klub.
Dalam prakteknya, keuntungan sebuah event organizer diambil berdasarkan persentase keuntungan klub, yaitu sebesar 15%, atau sesuai dengan perjanjian yang telah dibuat oleh kedua belah pihak, tentu saja semakin baik acara yang dibuat oleh sebuah event organizer, maka semakin besar pula keuntungan yang akan diraih.
Selain tingkat keuntungan, keberhasilan dari sebuah event organizer dinilai dari beberapa faktor, seperti kemampuan event organizer dalam menjaga acara, dan tentunya konsistensi dari kualitas acara tersebut, serta keunikan, karena konsumen sangat tertarik dengan acara yang memiliki identitas tersendiri, dan tentunya sudah tugas dari event organizer untuk membuat sebuah acara hiburan ini menjadi bermakna. Promosi merupakan senjata yang sangat ampuh dalam menjalankan bisnis ini, karena sebaik apapun kemampuan event organizer dalam menjaga kualitas acara, dan sehebat apapun talent yang dipakai dalam acara tersebut, para konsumen tetap tidak akan datang tanpa promosi yang maksimal.
Bandung memiliki pangsa pasar yang sangat luas, dimana animo masyarakat untuk menikmati hiburan sangat tinggi, dimana hal tersebut bisa kita lihat lewat jumlah rata rata konsumen yang datang dalam setiap acara, dan para penikmat hiburan malam ini terdiri dari berbagai kalangan dimulai para mahasiswa, hingga para konsumen yang sudah cukup berumur.
ii Tantangan terbesar dari bisnis ini adalah penjagaan nama dari perusahaan, dimana seperti yang kita ketahui, kepercayaan dari klub dan konsumen merupakan hal yang krusial yang harus dijaga oleh perusahaan karena merupakan aset yang sangat mahal, dan sulit untuk dibangun, karena butuh waktu yang tidak sedikit bagi sebuah perusahaan event organizer agar namanya dapat dipercaya.
ABSTRACT
Business in entertainment industry, especially event organizing industry is an interesting business, because the chance of investation and the consumer enthusiasm are very impressive.
Event organizer business are relatively different from other business, if in other business assets were represented in real things such as machine, or office, the main assets of event organizer are intangibles, such as human skill, knowledge, and trust.
This business plan will review a spesific kind of event organizer, which is the club party organizer, a company that create and directing events on the club.
First thing an event organizer must do is sell their creative idea, and the concept of an event to the club, if the idea was accepted, then both side will create agreement about the show, then the next step is the execution of the event.
On this business, club has responsibilities to provide the venue and every standard facility to make an event, and the event organizer has responsibility to provide talent, and running the show.
The growth of event organizer business is likely to depend on the growth of electronic dance music culture; it drives people desire in enjoying music, changing social life, and also technology. The culture pushes the emerge of new market.
Tha main item that event organizer produce from this business industry was the ability to create good atmosphere inside the venue with the facility that has been provided by the club, and using the talent that has been choosed by event organizer.
Event organizer has an indictment to make the consumer feel comfortable inside the venue so that the consumer will buy more product that club sells, and they will get their revenues from 15% profit share of the club sales ar according to agreement. The better the show quality, then the higher the chance that event organizer can get a better profit share.
The success points of an event organizer depend on some factors, such as the ability to consistently maintain the show quality, and also creating unique design in every show.
Promotions are the main weapon to attract customer in this kind of business, because even you could maintain the show quality, or maybe you use the best talent in town to run your show, nobody will come without promotions.
The biggest challenge from this business is to keep the good name of the company, where as we know, cunsumer trust is the most crucial things that must be kept by the company, because it was an expensive asset, its hard to build, and it takes a lot of time to achieve.
iii
FOREWORD
It was so interesting and challanging for the author to study an event organizer and create the structure of implementation from the event organizer with business plan. Many things happen during the study process, and it gave lots of experience to the author.
There are plenty of achievement while doing the project from the beginning, untill the end of the process, both scholarly and mentally.
At this point, the author wants to say thank you to:
1. God, for always giving chance and challenge.
2. Mr. Dwi Larso, who always giving guidance with patience. 3. Friends, for help and cooperation.
4. All instructors, teacher, tutor, and everyone at SBM ITB.
5. All Difflock DJ, and Difflock management for help of the raw material data. 6. My family, who always support me.
A great effort has been made during the process of creating this final project, but there are still many weakness that caused by limited capabilit and limited resource of the author, so that this business plan is still open for everyone to give suggestion and criticism.
The author hoped that this final project can be useful for everyone.
Bandung 31 July 2007
iv TABLE OF CONTENTS ABSTRAK i ABSTRACT ii FOREWORD iii TABLE OF CONTENTS iv LIST OF FIGURES vi
LIST OF TABLES vii
LIST OF APPENDICES viii
CHAPTER I INTRODUCTION 1
1.1 Background 1
1.2 Business Description 1
1.3 Scope 2
1.4 Data Collecting Methods 2
1.5 Outline 2
CHAPTER 2 BUSINESS PLAN 3
2.1 Excecutive Summary 3
2.1.1 Vision 5
2.1.2 Mission 5
2.1.3 Objectives 5
2.1.4 Key to Success 5
2.2 Company and Business Description 6
2.2.1 Company Ownership 6
2.2.2 Company History 7
2.3 Product/Service Plan 7
2.4 Market Analysis 8
2.4.1 Market Segmentation 9
2.4.2 Target Market Segment Strategy 10
2.4.3 Competition and Buying Patterns 11
2.5 Marketing Plan and Strategy 12
v 2.6.1 Strengths 13 2.6.2 Weaknesses 14 2.6.3 Opportunities 15 2.6.4 Threats 15 2.7 Competitive Edge 15 2.8 Promotion Strategy 16 2.9 Sales Strategy 17 2.10 Operations Plan 17 2.11 Management Team 22 2.12 Financial Plan 23
2.12.1 Difflock Financial Past Performance 23
2.12.2 New Event Financial Plan 1 25
2.12.2.1 Startup Capital 25
2.12.2.2 Projected Income Statement 25
2.12.2.3 Payback Period 26
2.12.3 New Event Financial Plan 2 26
2.12.3.1 Startup Capital 26
2.12.3.2 Projected Income Statement 27
2.12.3.3 Payback Period 28 CHAPTER 3 CONCLUSION 29 3.1 Conclusion 29 3.2 Recommendations 29 REFERENCES 31 APPENDICES 32
vi
LIST OF FIGURES
Figure 2.1 EO Share Size Chart 9
Figure 2.2 Market Segment Pie Chart 10
Figure 2.3 Difflock Organization Chart 18
Figure 2.4 Operation Plan of Event Director and Operation Division 19
Figure 2.5 Operation Plan of Marketing Team 20
Figure 2.6 Operation Plan of Operation Manager 20
Figure 2.7 Operation Plan of Member of Operation Division 21
Figure 2.8 Operation Plan of Event Director 21
Figure 2.9 Evaluation Process 22
vii
LIST OF TABLES
Table 2.1 Market Spending Rate and EO Share Size 8
Table 2.2 Market Segment Percentage 10
Table 2.3 Difflock Financial Performance 23
Table 2.4 Common Show Startup Capital 25
Table 2.5 Difflock Projected Income Statement 26
Table 2.6 Special Event Startup Capital 27
Table 2.7 Projected Income Statement 27
viii LIST OF APPENDICES APPENDIX A. VENUE 1 32 APPENDIX B. VENUE 2 33 APPENDIX C. VENUE 3 34 APPENDIX D. TALENT (DJ) 35
APPENDIX E. TALENT (DANCER/MODEL) 36
