Lynn's Trifle House : A Business Plan.

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ABSTRACT

Industri pariwisata di Bandung berkembang dengan pesat beberapa tahun terakhir. Seiring perkembangan industri pariwisata, industri lain yang berhubungan dengan pariwisata pun berkembang. Salah satu industri yang berkembang pesat adalah industri makanan. Penulis melihat perkembangan industri makanan sebagai suatu peluang bisnis yang baik. Kesempatan bisnis dalam industri makanan besar namun persaingan dalam industri ini juga ketat. Oleh karena itu, penulis memutuskan untuk membuat dan menjual kreasi makanan unik yang disebut trifle.

Trifle adalah sejenis makanan penutup yang diletakkan dalam gelas. Trifle tersusun atas beberapa lapis kue, krim atau keju, dan berbagai variasi topping. Saat ini terdapat beberapa toko kue yang menjual trifle tapi belum ada toko spesialis trifle di Bandung. Penulis memutuskan untuk mendirikan sebuah toko kue khusus trifle yang dinamakan “Lynn’s Trifle House” yang berlokasi di Setiabudhi Supermarket.

Lynn’s Trifle House menjual menu trifle yang diletakkan dalam cup plastik yaitu Brownie Trifle, Strawberry Trifle, Chocolate Trifle, Mango Trifle, dan Tiramisu Trifle. Lynn’s Trifle House memiliki menu trifle unik, yaitu Almond Konyaku Trifle, Melon Oreo Trifle, dan Honey Mint Trifle. Selain itu, ada pula menu trifle ukuran besar dalam mangkuk kaca yang dinamakan “Me, My Trifle, and I”. Trifle ini unik karena konsumen dapat memilih sendiri kue, krim, dan topping yang ia inginkan pada trifle nya.

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EXECUTIVE SUMMARY

Lynn’s Trifle House is the only specialty trifle shop in town. It is located in Setiabudhi Supermarket Basement 1, Bandung. Lynn’s Trifle House offers a creamy delicious dessert called trifle for people to enjoy. Trifle is a kind of dessert containing several layers of cake, custard, and cream served in a cup or a bowl. All trifles at Lynn’s Trifle House are made daily using high-quality fresh ingredients without any preservatives. Lynn’s Trifle House’s commitment to customers’ satisfaction is shown through the creation of unique trifle menus, fast friendly service, and availability of delivery service.

A strong financial foundation is one of the keys to building a successful business. Since Lynn’s Trifle House is a profitable business, shown by the expected first year profit of Rp116,043,900, Lynn’s Trifle House expects to further develop the business. Therefore, business partnership in the form of financial investment is sought to strengthen the financial foundation that

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CHAPTER I

THE BACKGROUND

1.1. Background of Business

In recent years, tourism industry in Bandung has grown significantly. The

data from Bandung City Council shows that until 2005 the number of tourists

visiting Bandung had reached two million a year, and that number has kept on

increasing. This tourism development helps to grow the tourism industry, which

includes hotels, restaurants, malls, and factory outlets in Bandung. The latest

data in 2009 shows that the tourism industry in Bandung has an annual average

income of 78 billion Rupiah (“Bandung Ingin Dikenal sebagai Kota Wisata” par.

7).

The development of tourism industry has a positive impact on the food

industry and I believe there is a business opportunity in the food industry in

Bandung. In order to grab the niche in an already competitive food industry

market, I need to create something new and unique. Only a new and unique

food creation will have its market, as is stated by Herman Rukmanadi, the head

of West Java Travel Bureau Assosiation, “Bandung citizens and tourists love to

try new creation of food” (“Kuliner Jadul Sampai Modern di Bandung” par. 1).

Therefore, I decided to open a specialty trifle shop called “Lynn’s Trifle

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soaked with wine or spirits and topped with layer of preserves, custard, and

cream” (Merriam-Webster Online Dictionary).Trifle has been sold in a few cake

shops in Bandung but there is no specialty trifle shop in Bandung.

I name my trifle shop “Lynn’s Trifle House” because Lynn is my name and I

want to make a brand recognition with my name. Lynn is a catchy word; it is

only one syllable and does not contain any vowels. People can easily remember

the name “Lynn”. McCarthy and Perreault state that a good brand name should

be “short and simple, easy to spell and read, easy to recognize and remember,

easy to pronounce” (312).

1.2. USP (Unique Selling Proposition)

A business should have something unique which characterizes and

differentiates the business from the other competitors. The uniqueness is often

called Unique Selling Proposition. Unique Selling Proposition or USP is “a real

or perceived benefit of good or service that differentiates it from the competing

brands” (Businessdictionary.com). USP is very important to give the customers

reasons to prefer a particular product from other products.

Lynn’s Trifle House has a special product called “Me, My Trifle, and I”. “Me,

My Trifle, and I” is trifle put in a glass-bowl that can serve around ten people.

This product is unique because customers can pick the ingredients they want in

the trifle. Customers should pre-order at least two days in advance; Lynn’s Trifle

House custom-makes the trifle and delivers the trifle to the customer’s place.

For the daily menu, Lynn’s Trifle House offers standard cup-size trifle

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Trifle, and (v) Tiramisu Trifle; as well as Lynn’s Trifle House’s own signature

trifle innovation: (vi) Almond Konyaku Trifle, (vii) Honey Mint Trifle, and (viii)

Melon Oreo Trifle. All trifles are baked using high quality ingredients without

preservatives.

The key components that differentiate Lynn’s Trifle House’s trifles with other

cake shop’s trifles lie in the custard and cheese. The custard used in mango

trifle, strawberry trifle, and melon oreo trifle is home-made. The cheese used for

Tiramisu Trifle is Greek cheese called “ricotta_{cheese” that has a unique flavor}

and works very well with coffee and ladyfinger cookies in Tiramisu Trifle.

1.3. SWOT Analysis (Strength-Weakness-Opportunity-Threat)

Sun Tzu, a Chinese military general and strategist, once said, “In a battle, a

person is weak when he has to prepare against others, but he is strong when

he makes others prepare against him” (Henricks 115). The first step for a

person to become strong is to know himself and his enemy inside and out. From

business point of view, this process is called SWOT analysis. SWOT analysis is

characterized by knowing your own Strengths and Weaknesses, as well as the

Opportunities and Threats given by outside sources.

1.3.1. Strengths

A business can survive a competitive market if it has certain strengths within

the business. “Business strengths are the resources and capabilities that can be

used as a basis for developing competitive advantage against other

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The first strength is the quality of the trifle. Lynn’s Trifle House uses

high-quality ingredients and eliminates preservatives in baking the trifles. All trifles

are prepared daily to ensure freshness of the product.

The second strength of Lynn’s Trifle House lies in the innovative resources.

Lynn’s Trifle House always generates new ideas to satisfy customers. It is the

only trifle shop in Bandung that can custom-make trifle based on customers’

preferences; it also creates unique menus such as Almond Konyaku Trifle,

Melon Oreo Trifle, and Honey Mint Trifle.

The third strength is the delivery service. For every purchase of “Me, My

Trifle, and I”, Lynn’s Trifle House can deliver the trifle to the customer’s place.

By having a delivery service, Lynn’s Trifle House can increase the orders of

“Me, My Trifle, and I”.

The fourth strength is the availability of physical resources. At the production

site, located at Jalan Hegarmanah 90, close to Setiabudhi Supermarket, all

equipments such as oven, refrigerator, and mixer are available. The nearby

location between the production site and the shop is advantageous because the

trifles can be quickly delivered to the shop and it saves money of transportation

costs.

1.3.2. Weaknesses

When strengths will enhance a business, weaknesses can cause failure in a

business. According to Vadim Kotelnikov, “The weaknesses may be rooted

in the lack of managerial skills, insufficient quality, technological backwardness,

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(par. 9). Therefore, it is essential to reduce or eliminate weaknesses within the

business before it causes any disadvantages.

The first weakness of Lynn’s Trifle House is lack of recognition. Lynn’s Trifle

House is a new business; Bandung’s people and Bandung’s tourists may not

know Lynn’s Trifle House yet. This is why promotion and advertising are

essential to raise the brand recognition in order to attract customers to Lynn’s

Trifle House.

The second weakness is financial resources. Lynn’s Trifle House financial

resource comes from the owner’s personal money. The money is used for

covering initial investment and business operational costs. However, investment

is needed to strengthen the financial foundation of the business. Stronger

financial foundation can inject present and future development of Lynn’s Trifle

House.

The third weakness is the production capacity. Lynn’s Trifle House has a

production capacity of up to 120 cup-size trifles a day and five “Me, My Trifle,

and I” per month. It is predicted that during Chinese New Year, Idul Fitri, and

Christmas period the trifles’ orders will increase significantly and the trifle

production may not be able to fulfill the orders. To overcome this situation

Lynn’s Trifle House will use a scheduling technique for orders of “Me, My Trifle,

and I”. The scheduling means that Lynn’s Trifle House will accept “Me, My

Trifle, and I” order based on the principle “first come first serve”. The person

who orders sooner can choose the date “Me, My Trifle, and I” delivered. The

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based on the available date. Also, the owner will help bake trifles during busy

holidays.

1.3.3. Opportunities

Strength and weakness come from inside the business, but opportunity and

threat come from the external environment. “Opportunity is a condition in the

general environment that helps a company achieve strategic competitiveness”

(A. Hitt, Ireland, and E. Hoskisson 41).

The first opportunity for my business is the growing number of middle to

upper economy class in Indonesia. A survey by A.C. Nielsen in 2008 shows that

“people [in Indonesia] with average income per capita between $2,300 and

$2,400 is estimated around 22.5 million people and the number is

growing”(Harinowo par. 7-8). This growing number shows that middle up

Indonesian people in general are capable of spending their money on things

beyond their primary needs. They can afford to buy a cup of trifle for a price

range of Rp10,000 to Rp15,000 or a bowl of trifle for a price range of

Rp100,000 to Rp150,000.

The second opportunity is the growing number of tourists visiting Bandung.

On weekends, tourists from Jakarta flock to Bandung especially in the mall

areas, Setiabudhi area, and Dago area. Lynn’s Trifle House can benefit from

this situation by having a strategic location often visited by tourists to attract

more customers.

The third opportunity is in the development of means of communication and

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was in newspapers, in magazines, or on television and these methods could

bye costly. Nowadays, the development of Internet technology has given people

an alternative to advertise a business. Lynn’s Trifle House will place

advertisement in the newspaper, but it will also use Facebook and BlackBerry

Messenger to promote the business. Facebook and BlackBerry Messenger are

effective because they can quickly spread the buzz to friends for free.

1.3.4. Threats

An external environment that is unstable or ambiguous can pose a threat to

a business. “A threat is a condition in the general environment that may hinder a

company’s efforts to achieve strategic competitiveness” (A. Hitt, Ireland, and E.

Hoskisson 41). Detecting any threat early is the first step of any preventing or

eliminating action.

The first threat to my business is Lynn’s Trifle House’s idea will be copied by

others. When a business is successful, there is always a possibility that people

may want to copy the idea. This situation is unavoidable. To deal with this

situation, Lynn’s Trifle House has to create a highly respectable brand

reputation so that customers always come back to shop at Lynn’s Trifle House.

The second threat is the availability of the ingredients. Lynn’s Trifle House

uses fruit in some of the trifle menus. Some of the fruit, such as mango, is not

available throughout the year. The unavailability of the fruit can disrupt the trifle

production. To solve this problem, Lynn’s Trifle House should have a “back-up

plan”, for example if mango is unavailable, Lynn’s Trifle House will produce

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