Warung Sosis : A Business Plan.

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v _{Maranatha Christian University}

CHAPTER V. FINANCIAL ASPECT………44

BIBLIOGRAPHY

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‐ vi ‐ _{Maranatha Christian University}

ABSTRAK

Warung Sosis (WS) adalah sebuah restoran cepat saji skala kecil yang

menyajikan variasi makanan bergaya masakan rumah dengan harga

terjangkau. Banyak orang berangapan bahwa makanan cepat saji kurang

atau bahkan tidak menyehatkan. Namun WS berupaya untuk menciptakan

makanan cepat saji yang memiliki nutrisi yang seimbang untuk menjaga

kesehatan konsumennya dengan menggunakan bahan makanan beku dari

PT. JAPFA yang sudah terjamin mutunya dan juga bahan baku alami yang

segar.

WS memiliki target market yaitu anak muda, dewasa dan keluarga dengan

kelas sosial menengah ke bawah di Kelurahan Utan Kayu Selatan, Jakarta

Timur. Harga Makanan mulai dari Rp 2.000-Rp13.000, minuman mulai dari

Rp 500-Rp5.000 dan paket ulang tahun atau arisan seharga Rp.20.000 per

orang dengan minimum pemesanan paket untuk 25 orang. WS berlokasi di

daerah yang strategis, di Jl. Kebon Kelapa Raya No. 5, yang sangat dekat

dengan berbagai fasilitas umum dan tempat usaha seperti Pusat Kesehatan

Masyarakat dan Rumah Bersalin, Mesjid, sekolah, perumahan, kolam renang

dan pasar swalayan.

Untuk menarik perhatian konsumennya, WS menggunakan promosi

seperti papan nama, selebaran, sticker di Mikrolet 21 dan 50% diskon untuk

satu minggu pembukaan WS. Dalam aspek operasional, WS melakukan

proses pembuatan makanan (production process) dan proses pelayanan

pada konsumen (service process). Bisnis ini membutuhkan empat belas

orang pekerja, yang terbagi dalam dua pembagian waktu kerja, yaitu terdiri

dari satu orang pengelola, satu orang manajer, empat orang koki, dua orang

asisten koki, dan enam orang pramusaji.

Berdasarkan hasil analisis perhitungan pay back period dan net present

value, maka bisnis WS dikatakan layak. Dengan demikian, bisnis ini menarik

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Maranatha Christian University

vii

EXECUTIVE SUMMARY

Warung Sosis or WS is a unique micro-scale fast food restaurant that

provides healthy homemade fast food which has balanced nutrition at an

affordable price. WS will be opened at Jl. Kebon Kelapa Raya No. 5 as the

strategic and comfortable place to hang out with family, friends, or even for

the employees who wants to get lunch or dinner.

WS’ commitment is to satisfy customers with products and services. WS

provides various kinds of homemade fast food and drinks. It combines PT.

JAPFA products and fresh ingredients to get high quality food and drink at an

affordable price. Moreover, WS has a fast, friendly service and a cozy place

for gathering.

WS business is feasible and profitable. With only 115,155,800 IDR as the

initial investment, WS can get the turn over in less than thirty-four months.

The Net Present Value of this business is positive and WS will give a 3.81%

average increase of net cash flow in five years. We believe that this kind of

fast food restaurant will be the most profitable business in micro-scale.

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1 Maranatha Christian University

CHAPTER I

BACKGROUND

1.1 Background of The Business

Culinary business is very profitable because people consume food

every day. Culinary business is a long lasting business because people

have to eat (Wilhelm par.1). This statement emphasizes that culinary

business keeps on developing and becomes a long lasting business.

One of culinary businesses is the fast food business. Alamsyah, in her

book, Bisnis Fast Food a La Indonesia, mentions that fast food has been

very popular in Indonesia since the 1990s (5). Fast food business is a

potential business in Indonesia because there are an increasing number of

female workers who do not have much time to provide food at their homes

and also a huge number of teenagers and children who are the potential

market for fast food (9). Because of those reasons, I am interested to start

a business which provides homemade fast food for people.

People might think that fast food is any food that is served in a short

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“Fast food is any food that is quick, convenient and usually inexpensive”

(par.1). The word quick refers to the method of serving and eating. It does

not need much time to serve or produce food (Alamsyah 14). The word

convenient refers to two things, that is, the taste of the fast food and the

consumer’s feeling about the advantages of choosing fast food. Beside

that, she also says that fast food has a good taste so that people in

general like it and it is not complicated to serve, cook and eat. The word

inexpensive means economical. Allamsyah also says that buying fast food

is considered cheaper than buying the food ingredients and cooking the

food at home. Fast food is said to be practical (11). The word practical

means anybody can serve it easily. Moreover, she states that fast food is

also easy to get. People can find it at strategic places easily such as malls

and shopping centres. In addition, fast food can be a solution for

housewives who do not have much time to provide and cook food at home

(12). From the explanation above, I choose to run a fast food business

which can be a good solution for people who do not have much time to

buy tasty food.

1.2 About the Business

My business is a micro-scale restaurant or warung that serves and

provides homemade fast foods and drinks. My fast food restaurant’s name

is Warung Sosis, abbreviated as WS. Based on the questionnaire

distributed to 100 respondents (teeanagers and adults) who visit and live

near Jl. Kebon Kelapa Raya, 76% of the middle-low teenagers and adults

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sausage is a good ingredient for my main menu. I also choose warung to

represent the cozy and friendly atmosphere of my place. The name refers

to a fast food restaurant which is not expensive and provides varieties of

home made cookings, which is mostly made of sausages.

WS is located at Jl. Kebon Kelapa Raya No. 5 Kayumanis, Kelurahan

Utan Kayu Selatan, Kecamatan Matraman, East Jakarta. The target

markets of WS are middle-low people, above 12 years old, who visit, work,

and live near Jl. Kebon Kelapa Raya. I choose middle-low class because

based on my interview with T. Budiyanto as the secretary of Kelurahan

Utan Kayu Selatan, it is revealed that for several years in Kelurahan Utan

Kayu Selatan, the number of middle and low class people is larger than

upper class people in that area. Moreover, he adds that there is a

business area which is near Jl. Kebon Kelapa Raya and Jl. Kayu Manis

VIII. It can be concluded that middle-low class has to be WS’s major target

market.

In this market, people can find various kinds of fast food in the

restaurants. I have a plan to make fast food from frozen food. Alamsyah

mentions that frozen food is one kind of fast food. The reason is because

frozen food is easy to get or to prepare, and is affordable (17). From this

information, I decide to use frozen food as one of my food ingredients.

To get good frozen food, I have to choose high quality frozen food and

buy that frozen food from its company regularly. It means that I have to

cooperate with a good frozen food company to deliver my main food

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industries in Indonesia. These industries run business diversification

through partnership and open fast food outlets (37). From this information,

I plan to run a fast food business through partnership with one of the big

frozen food industries in this country. From my interview result with Ir.

Denny Gumulya, a Marketing Director of PT. JAPFA, which is one of the

largest and most integrated food companies, it can be concluded that PT.

JAPFA gives an opportunity for micro-scale entrepreneurs to have a

partnership with PT. JAPFA in the restaurant business. It is an opportunity

to make my plan comes true.

Furthermore, almost all WS products are made from PT. JAPFA

products. The products are served with a variation or creation which may

attract people to try and buy. Based on the questionnaire distributed to

100 respondents (teenagers and adults) and 50 children who live near Jl.

Kebon Kelapa Raya, 75% of the respondents and more than 58% of the

children have already known PT. JAPFA products such as “So Good”, “So

Nice” and “Real Good”. Moreover, 64% of respondents say that if there is

a restaurant that offers various foods using PT. JAPFA products, they

want to buy them. Therefore, opening the WS restaurant can be a good

opportunity to get customers.

WS has a logo that represents the restaurant. WS logo is shown in

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Figure 1.1 WS Logo

The picture of the warung itself is made from sausages. The purpose is to

give an impression of a homemade fast food restaurant that provides

various kinds of food made from sausages and has a friendly atmosphere,

with an affordable price.

The logo of WS uses orange, brown, green and yellow colors. Orange

denotes energy, warmth, good health and stimulates the appetite (“Orange

Color Meaning” par.1). Brown is a warm neutral color that can stimulate

the appetite, and it also represents friendliness and dependability (“Brown

Color Meaning” par.2). Green signifies growth, renewal, health,

environment (“Green Color Meaning” par.1) and denotes balance and

harmony (“Green Color Meaning” par.4). Yellow denotes happiness, joy

and cheerfulness (“Yellow Color Meaning” par.1). The combination of

those colors can represent WS characteristics and affect the customers

psychologically. In addition, in the logo there is a WS positioning

statement, “Healthy Homemade Cooking” which can remind customers

about WS.

WS is a place that has both a closed and open area. The reason for

choosing this is because, based on the questionnaire, 27% of the

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that most of the respondents prefer a place which has an open area inside

the restaurant. A closed and open area can be a pleasant place for my

customers. Moreover, a place that has an open area gives some benefits,

such as saving the use of electricity and having good ventilation, which

can make customers feel more comfortable.

Nowadays, many people like to choose a restaurant for gathering

together. Alamsyah states that the function of a fast food restaurant is not

only for selling food and drink but also for social gatherings, which can

preserve continuance of purchasing (8). WS will be a pleasure place for

gatherings such as birthday parties or arisan and it can give benefits both

to the customers and to WS.

1.3 Unique Selling Proposition

There are many fast food businesses in East Jakarta. They try to

compete with other products by creating and improving their products. In

order to compete with and to be different from the competitors, WS tries to

create a unique fast food that the consumers will be interested in.

WS is a new concept of micro-scale restaurant in Kelurahan Utan Kayu

Selatan. It will be the first micro-scale homemade fast food restaurant in

that particular area that has various kinds of food on the menu with high

quality ingredients and at an affordable price.

Unfortunately, people usually consider fast food as being junk food, but

not all kinds of fast food is junk food. According to Alamsyah, junk food is

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do have balance nutrition: they also consist of fresh ingredients. WS has

balanced nutrition in its food.

1.4 Vision and Mission

Every business must have a good purpose to reach. A good concept

and good preparation are not enough; a business needs a goal to achieve.

WS has a vision statement, that WS will be a popular fast food restaurant

that provides quick, convenient, affordable and healthy food and drinks. To

reach that vision, WS needs a mission. WS’s mission statements are to

serve healthy fast food at an affordable price; to meet customers’ needs

by providing various kinds of high quality foods and drinks; to give

satisfactory service; and to build a good relationship among customers,

employees and employer. To reach my business vision and mission, I also

need motivation as the trigger. Personally, I have a passion in the culinary

arts. I like experimenting with food, I like creating food and I also like trying

new food. My self motivation will be the energy which may make this

restaurant keep on developing.

1.5 SWOT Analysis

SWOT analysis is needed in building and running this business. By

analyzing strengths, weaknesses, opportunities and threats, I know how to

enhance my business, minimize my failure in running this business,

achieve strategic competitiveness and prevent or eliminate my action in

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1.5.1 Strength

WS business has several strengths. Faizmh explains that “Strength is

defined as the strength of an organization that leads to a beneficial

condition for the organization” (par.4). The first strength is what WS offers

to customers. WS offers various kinds of home made fast food that has

balanced nutrition with good services and an affordable price. People like

to get good products and good services at a good price. Second, WS is

located in a strategic place (Jl. Kebon Kelapa Raya No. 5). Jl. Kebon

Kelapa Raya has been growing in the past few years. WS is near Pusat

Kesehatan Masyarakat dan Rumah Bersalin Pembina Matraman,

Furthermore, Jl. Kebon Kelapa Raya is close to Jl. Kayumanis VIII, that

has a big mosque, post office and bank. There is public transportation,

namely, Mikrolet 21 (M21), which passes these two streets. As a result,

the area along this street is alive. The third strength is WS has innovation

in creating products and processes. For example, by evaluating WS’s

products and services; listening to customers and staffs’ complaints about

the products and services; and adding to or changing the menu several

times in a year, WS will always meet customers’ expectations.

1.5.2 Weakness

There is a weakness of the WS business. Weakness itself is defined as

a condition that can cause loss for an organization (Faizmh par. 4). The

weakness of WS is WS has a small parking area. The parking area cannot

accommodate all customers’ motor cycles or cars for big gatherings. If the

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pedestrians or other parking areas (inside Puskesmas or Alfamidi parking

area), and unfortunately they have to pay.

1.5.3 Opportunity

WS is a promising business because it has several opportunities.

Kotler states that a marketing opportunity is “an area of buyer need or

potential interest in which a company can perform profitably” (102). The

first opportunity is WS is the first restaurant that has various kinds of high

quality homemade fast food with a cozy atmosphere and at an affordable

price for the middle-low market in Kelurahan Utan Kayu Selatan. The

second opportunity is the gathering service. In Jl. Kebon Kelapa Raya,

there is another micro-scale fast food restaurant, Illena Fried Chicken,

abbreviated as IFC, but it does not provide gathering service or an

occasional menu like WS. By providing this service and menu, WS can

serve customers who need a place for gathering and can also preserve

continuance of purchasing. The third opportunity is the population growth

in Kelurahan Utan Kayu Selatan. The population growth in Kelurahan Utan

Kayu Selatan is increasing. As the secretary of Kelurahan Utan Kayu

Selatan, T. Budiyanto, says, from 2009-2010, the population in Kelurahan

Utan Kayu Selatan has increased to more than 100 people, it means that

WS has a chance to get more customers every year.

1.5.4 Threat

Besides opportunities, WS also has threats. Kotler states that an

environmental threat is “a challenge posed by an unfavorable trend or

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action, to deterioration in sales or profit” (51). The first threat of WS is the

relationship with PT. JAPFA. If PT. JAPFA stops the business partnership,

it can bring problems to WS’s performance. First, WS’s operation will be

stopped temporarily because it needs to provide the same equipment. WS

needs to buy things that are subsided by PT. JAPFA. Second, the price of

the products may change because WS should buy some new equipment

and, as a result, the image of WS may change too, although the menu will

not be too different. The second threat is WS’s idea may be copied by

others. A new concept can be copied by others. There is always a

possibility that people may want to copy the idea of WS, especially when

WS is successful. This situation is unavoidable. To deal with this situation

WS has to keep its uniqueness, improve its products and services

continuously, and maintain its relationship with its business partner and

customers so that WS can be unique and so that the customers will

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Maranatha Christian University

BIBLIOGRAPHY

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Hansen, Don R, and Maryanne M. Mowen. Cost Management: Accounting

and Control. United States: Thomson Higher Education, 2006.

Hilton, Ronald W et al. Cost Management Strategies for Business

Decisions. New York: McGraw-Hill Companies, Inc., 2003.

Kotler, Philip. Marketing Management. New Jersey: Prentice Hall,

Inc., 2003.

Kotler, Philip, and Gary Armstrong. Principles of Marketing. New Jersey:

Prentice Hall, Inc., 2004.

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Noe, Raymond A et al. Human Resource Management. New York:

McGraw-Hill Companies, Inc., 2000.

Robbins, Stephen P. Organizational Behavior. New Jersey: Prentice Hall,

Inc., 2003.

Russel, Roberta S. Operations Management. New Jersey:

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<http://aricloud.wordpress.com/2008/11/07/standar-gaji-dan-umr-dki-jakarta-2009/>.

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Warung Sosis : A Business Plan.

TABLE OF CONTENTS

CHAPTER V. FINANCIAL ASPECT………44

atau bahkan tidak menyehatkan. Namun WS berupaya untuk menciptakan

kelas sosial menengah ke bawah di Kelurahan Utan Kayu Selatan, Jakarta

Masyarakat dan Rumah Bersalin, Mesjid, sekolah, perumahan, kolam renang

orang pekerja, yang terbagi dalam dua pembagian waktu kerja, yaitu terdiri

Maranatha Christian University

EXECUTIVE SUMMARY

the employees who wants to get lunch or dinner.

for gathering.

fast food restaurant will be the most profitable business in micro-scale.

Maranatha Christian University

BIBLIOGRAPHY

Maranatha Christian University

Maranatha Christian University

Maranatha Christian University