K-Ustomized : A Business Plan.

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ABSTRACT

Bandung dikenal sebagai kota mode. Mendapat julukan Parijs van Java, Bandung mengukuhkan diri sebagai pusat mode tanah air. Selain itu, saat ini,

fashion bergaya Korea sedang digandrungi di tanah air. Sebagai kota mode,

penulis melihat Bandung sebagai tempat yang potensial bagi fashion bergaya

Korea untuk lebih berkembang.

Fashion bergaya Korea adalah gaya fashion yang digunakan dalam dunia

hiburan Korea. Gaya Korea ini bisa dilihat melalui drama seri televisi, film, maupun para penyanyi Korea. Saat ini banyak toko baju yang menawarkan

fashion bergaya Korea. Akan tetapi, belum ada satupun yang memfokuskan diri pada gaya Korea saja. Oleh karena itu, penulis memutuskan untuk

membuka sebuah butik fashionbergaya Korea dengan nama “K-ustomized”

yang berlokasi di lantai satu Bandung Trade Center.

Selain menjual pakaian, K-ustomized juga menjual aksesoris pendukung

seperti aksesoris kepala, ikat pinggang, sepatu, sandal, tas, dompet, dan

aksesoris yang dapat ditempelkan sebagai pelengkap pakaian. Produk

K-ustomized unik karena produk dapat dibuat atas dasar pesanan atau

keinginan konsumen. Dalam memilih produk, konsumen pun akan mendapat

bantuan dari fashion advisor.

Tujuan dibuatnya business plan ini adalah untuk menarik investor

menanamkan modal pada K-ustomized. Dengan adanya business plan ini,

investor dapat memahami aspek pemasaran, aspek operasional, aspek

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EXECUTIVE SUMMARY

K-ustomized is the only Korean style boutique in Bandung offering girls

and women their own Korean style. With customized clothing, customers do

not have to worry about having the same clothes as other people. With

excellent service and attractive store design, customers will be attracted to

come to K-ustomized than to the other similar stores. Having a fashion

advisor, customers do not have to worry about which style suits them the

most. Bringing unique fashion and excellent service, K-ustomized will bring

satisfaction to customers.

K-ustomized is a profitable business. It is shown by its first year profit of

IDR 11,142,800 and its payback period of two years, nine months, and 27

days. The initial investment is now still covered by the owner. However,

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LIST OF TABLES

Table 1: Shopkeepers, Tailors, and Cashiers Working Hours...29

Table 2: Initial Investment...36

Table 3: Cash Inflow...37

Table 4: Cash Outflow...40

Table 5: Net Cashflow...43

Table 6: Payback Period...44

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LIST OF FIGURES

Figure 1: Workflow Process...19

Figure 2: Location Map...20

Figure 3: Store Layout... ...21

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Maranatha Christian University 1

CHAPTER I

THE BACKGROUND

This chapter discusses the background of this business plan. It consists

of the background of the business, unique selling preposition, and the

SWOT analysis of the business.

1.1 Background of the Business

I distributed a questionnaire to fifty people whom I considered to be

a prospective target market, asking about their preference of clothing

stores. 53% of the respondents state that they prefer boutique to another

kinds of clothing store. Boutique is “a shop, especially a small one selling

fashionable clothes and other items” (“Boutique” 1).

I choose to open this boutique in Bandung because Bandung is famous

for its fashion (“Bandung Lautan FO dan Kafe” par.4). Therefore, the

fashion business in Bandung is promising.

The business plan idea to open a Korean style boutique is chosen

based on my passion and interest in fashion, especially Korean fashion

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world‟s fashion industry. Korean designers make more and more impact

on style (“The Asian Fashion Industry Is Coming of Age” par. 1). Even

more, South-East Asian countries have now been smitten by Korean wave

(“Korean Drama Makes Waves” 1). According to these statements and the

result of the questionnaire I distributed, I believe that it will be promising to

run a business of Korean style boutique. I distributed a questionnaire to

fifty teenage girls of 13 to 19 years of age and young woman of 20 to 25

years of age. 64% of them answered that they liked Korean style. Also,

66% of them said that if they wanted to buy clothes, they would go to BTC.

Therefore, I choose to open the Korean style boutique at Bandung Trade

Center (BTC).

I plan to name my Korean style boutique “K-ustomized”. “K” stands for

Korean. “Ustomized” comes from the word “customized”. When the word is

read, the brand “K-ustomized” will be pronounced as /kʌstəmaɪzd/.

K-ustomized boutique will be selling products such as clothes, shoes,

bags, wallets, and accessories. The clothes offered will not all be Korean

brands, but there will also be Chinese brands which will be modified to

match Korean style. To modify the clothes, two tailors will be hired. The

shop will also have two sewing machines for the tailors to work with. The

shop will provide accessories which can be attached to the clothes. Other

accessories such as bracelets, necklaces, ties, belts, and earrings will also

be provided.

Some couches will be provided inside the shop for customers to sit on

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which does not take too much time. A television and some magazines will

also be provided. A Korean television channel will be played. The

magazines will be related to Korea.

1.2 Unique Selling Preposition

This business plan will be made unique by providing customers with a

fashion advisor, which other competitors do not have. A fashion advisor is

“someone who advises you about fashionable clothing” (“Fashion

Consultant” 1). Unlike the other competitors who make shopkeepers or the

shop owner a fashion advisor, the fashion advisor hired by “K-ustomized”

will be a professional one who has good knowledge about Korean fashion

style. Korean fashion style is the fashion style which is used by the actors

and actresses in Korean dramas and movies (“Roll Over Godzilla: Korea

Rules” par.1). The advisor will assist customers in choosing which

products suit them well. If customers want to customize the products, the

fashion advisor will help them choose which products that are going to be

mixed and matched and how.

The boutique‟s uniqueness will also be shown by the existence of two

tailors. The tailors will help customers to customize products by sewing,

cutting, or attaching accessories. They will work under the fashion

advisor‟s supervision and instruction.

1.3 SWOT Analysis

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abbreviation for strengths, weaknesses, opportunities, and threats. Pearce

states that “SWOT is an acronym for the internal strengths and

weaknesses of a firm and the environmental opportunities and threats

facing the firm (166). Therefore, it is important to have a SWOT analysis

before bringing this business plan into reality. By analyzing the strengths,

weaknesses, opportunities, and threats, I can make some strategies in

doing this business plan. In the next few paragraphs, the SWOT analysis

of my business plan will be explained.

1.3.1 Strengths

The first element of SWOT analysis is strengths. According to Pearce

and Robinson strengths are special qualities that a company has which

are also suitable with the needs of the markets (167). Based on this

statement, I have analyzed three strengths of my business plan which, will

be explained in the following paragraphs.

The first strength of my business plan is the product‟s uniqueness.

According to American Heritage Dictionary, unique is “being the only one

of its kind” (“Unique” 1). On 4 May 2011, I conducted a survey of four

boutique owners in Bandung whose boutiques have Korean style

products. All of them state there is no boutique in Bandung which has the

same style of service with “K-ustomized”. There is no other boutique that

provides a fashion advisor along with tailors customizing the products.

Besides, there is no other boutique that provide customers with a waiting

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Therefore, I conclude that K-ustomized boutique, along with its products, is

unique.

The second strength of my business plan is customized products. They

are made according to the customers‟ wish. Fashion changes constantly

(“Fashion and the Process of Change” 1). Therefore, since my products

are customized, there will be no worry when the trend changes. The

process of customizing can follow the trend easily.

The third strength of my business plan is the shop‟s attractive interior

design. I will hire an interior designer to design the shop. The shop will be

Korean style designed. Therefore, when customers enter the shop, they

would feel as if they were in a Korean house. Frederick A. Babb states that

by placing emphasis on design, it increases “the influence impulse” and

“mood-related purchasing”. He further states that “the shop design will

differentiate the image and nature of the retailer and, ultimately, his or her

overall success” (par. 1). According to his statements, I believe that

making attractive interior design in the boutique will make customer

curious to enter the shop.

1.3.2 Weaknesses

The second element of SWOT analysis is weaknesses. “Weaknesses

are the qualities that prevent us from accomplishing our mission and

achieving our full potential” (“SWOT Analysis” par. 4). According to that

statement, my business has two weaknesses, which are the possibility of

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I will explain about the first weakness of “K-ustomized” first. Since I

plan to have tailors and fashion advisor service, there is a possibility that

some customers do not feel satisfied with the service. For example, the

dress customized is different from what a customer has imagined it to be.

This problem may occur because the fashion advisor and tailors‟

imagination is different from the customer‟s.

The second weakness of my business plan is customers‟ waiting time.

How long the process of customizing will take depends on the level of

difficulty to work on the design. In working on some simple designs, for

example, attaching accessories, the process will take about ten to fifteen

minutes. However, in working on a complicated design that needs a more

complicated customizing process, the tailors need a few days. The

problem occurs when some customers need the product to be completed

as quickly as possible or they are not patient enough to wait.

1.3.3 Opportunities

Pearce and Robinson state that opportunities are “a major favorable

situation in a firm‟s environment” (166). According to this statement,

opportunities are helpful external conditions. I have analyzed that there are

two opportunities of my business plan. The first one is Korean wave, and

the second one is there is no competitor having the same service as “K

-ustomized”.

The first opportunity of my business plan idea is Korean wave. Korean

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and dramas”. As mentioned before, South-East Asian countries have now

been smitten by this (“Korean Drama Makes Waves” 1). It is also stated

that Korea has „attacked‟ Indonesia not only by its drama but also fashion

(“Basic House, Gaya Kasual Ala Korea” par.1). Therefore, I believe that

by the existence of Korean wave, my business plan idea to open “K

-ustomized” is profitable.

The second opportunity is that there is no competitor having the same

service as “K-ustomized”. I held a survey on 4 May 2011 at four boutique

owners in Bandung to know if there are any boutiques having the same

style of service with “K-ustomized”. From the survey, I found that 100% of

them state there is no boutique in Bandung which has the same style of

service with “K-ustomized”. Therefore, I conclude that this condition is an

opportunity for my business plan.

1.3.4 Threats

According to Pearce and Robinson, “a threat is a major unfavorable

situation in a firm‟s environment” (166). Based on this statement, I found

two threats for my business plan, which are four Korean style boutiques in

BTC and online Korean style fashion shops.

In this paragraph, I am going to explain about the first threat of my

business plan idea, which is four Korean style boutiques in BTC. BTC will

be the location of “K-ustomized”. From the research that I had conducted

on26 September 2010, there are four Korean style boutiques in BTC, and

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White Angel. They are potential threats because the style of clothes they

sell is almost the same as my boutique‟s style, which is Korean style.

The second threat is online Korean style fashion shops. I have

conducted a survey on 4 May 2011 to four boutique owners in Bandung.

75% of them state that online fashion shops has now become a threat,

especially those with Korean brands.

This chapter has discussed the background of this business plan. In the

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Maranatha Christian University

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