Asoy Geboy Traditional Fried Snack : A Business Plan.

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Maranatha Christian University

ABSTRACT

Pada business plan ini, saya berencana untuk membuka usaha kuliner. Saya berpikir bahwa membuka usaha kuliner adalah pilihan yang tepat dan saya berencana untuk menjual gorengan. Gorengan yang akan saya jual adalah tahu isi, batagor, pisang goreng, bala-bala, tempe

goreng, dan lain-lain. Saya melihat bisnis ini menjanjikan dan bisa meraup keuntungan yang banyak karena bila saya melihat pedagang gorengan lainnya, selalu saja ada orang yang membeli gorengan mereka. Terlebih lagi bahan-bahan yang dibutuhkan tergolong tidak terlalu mahal dan cara pembuatannya pun mudah.

Perbedaan yang ada pada usaha kuliner saya terletak pada produk dan jasanya. Gorengan yang dijual selain gorengan seperti yang dijual di gerobakan, juga ada gorengan baru seperti tahu isi dan batagor dengan isi daging ayam, sapi, atau udang yang dapat dipilih oleh pembeli, ada juga tahu berontak, tahu pletok, dan tahu gejrot. Usaha ini tidak hanya

memperhatikan kualitas makanan saja, tetapi juga memperhatikan keinginan pembeli. Mereka bisa memilih dan mengambil gorengan yang mereka mau. Juga tersedia tester dan tempat untuk makan bersama dengan kebersihan yang terjamin.

Usaha ini akan dibuka di Jalan R.E. Martadinata di sebelah Dick’s dengan nama Jajanan Asoy Geboy. Target marketnya adalah murid-murid sekolah dan anak-anak yang mengikuti kursus, pengunjung factory outlet, dan orang-orang yang sedang berjalan lalu-lalang. Untuk mempromosikan usaha yang baru dimulai ini ada beberapa cara yang dilakukan, seperti lewat spanduk di depan gedung tempat Asoy Geboy berjualan, brosur, internet, dan lewat word-of-mouth.

Asoy Geboy ini sendiri dibuka dari jam 12 sampai 8 malam.

Dibutuhkan dua orang pegawai untuk membantu saya menjalankan bisnis ini dalam membuat bahan, memasak, dan melayani pembeli. Untuk

modal, dibutuhkan sekitar sembilan juta delapan ratus sembilan belas ribu rupiah sebagai investasi awal untuk memulai menjalankan bisnis ini. Sedangkan biaya operasionalnya sendiri kira-kira membutuhkan tiga ratus lima puluh empat juta rupiah untuk satu tahun pertama. Modal akan

diambil dari uang tabungan saya.

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JAJANAN GORENGAN ASOY GEBOY EXECUTIVE

SUMMARY

Jajanan Gorengan Asoy Geboy is a place offering varieties of traditional fried snacks. Located on Jalan R.E. Martadinata, Asoy Geboy tries to give a new sensation of what it called as gorengan. Asoy Geboy does not only sell fritter which is usually sold on a cart, but also new snack, such as batagor and tahu isi with chicken, beef, or prawn filling,

tahu berontak, and also tahu pletok and tahu gejrot as an addition.

Asoy Geboy cares not only about the products but also the services. The consumer can choose and take their own fritter, take away, or enjoy the fritter and has a chat with other friends in the provided place. At the same time, I make sure that other than good taste of the fritter, the quality is also kept, such as the use of clean cooking oil and fritter which will definitely add pleasure for the consumer. They can enjoy themselves eating fritter without having a feeling that it will harm their lives or think that the place is dirty. Moreover, it will increase the image of the food stall and make them want to come back.

My target market consumers are factory outlet visitors at Jalan R.E. Martadinata, Yahya, Taruna Bakti, Goethe Institute students, and also everyone who passes Jalan R.E. Martadinata. To reach the target market, the promotion will be done by hanging a banner in front of the building, giving brochures to several factory outlets and school canteens, using word-of-mouth method and Internet ad. My food stall will be opened from noon till night.

The production process itself is very simple. We only use hands to make the batter and simply fry it on a big frying pan. The delivery service process can be done on the cart and on the food display counter where consumer can have a tester, choose, and pick their own fritter. The food stall is designed very simple yet comfortable for the consumer to have a delicate moment eating in Asoy Geboy.

Since it is a small business, the organizational structure consists only of two employees who are responsible to the owner as well as the

manager. The owner is in charge of buying the batter, making the batter with the employee, motivating the employees, and calculating the sales. The employees do the other job tasks.

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Maranatha Christian University year 2008. Asoy Geboy should sell 1,500 snacks per day to reach the profit. The payback periods are five months only.

As a conclusion, Asoy Geboy is a feasible business. With a

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CHAPTER I

THE BACKGROUND

1.1. Introduction

Food business is considered to be more profitable because food is human primary needs. When opening a business, it is better to be

considerate whether the business will be profitable or last long. In Materi 1

Perencanaan Bisnis, Macklin suggests that it is better for people to run a

business based on human primary needs. He gives an example that food business can last longer rather than sticker business. He adds that if one has to point to supply and demand law, people will demand for food more because it is human basic primary need rather than a sticker (par. 6). For example, if a person buys a sticker on that day, he will not buy another sticker again for the next day or a few weeks later. However, if he buys food with affordable price this day, he can buy it again the next day and the day after that. Accordingly, if more people do the similar thing, then food business is more profitable.

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Maranatha Christian University gorengan (traditional fried snack or fritter). According to Netcooks website,

fritter is a “food dipped or coated with a batter and fried to a golden brown in oil” (1).

I decide to open this business instead of other kind of food business because I see that the number of place for selling fritter is increasing and the business is more profitable compared to opening a Sundanese or Western restaurant. For example: jajanan gorengan on Jalan Cendana and Jalan Bengawan. The fritters are always sold out before the work hour finishes. The consumers who either come out from a luxury car or just walk by always queue to buy these fritters. In other words, it seems that the consumer never gets bored with fritters. Based on my survey among Yahya and Taruna Bakti students and people in The Summit Factory Outlet, people can buy fritters until four times a week.

My plan is selling tahu isi and batagor (with variety of fillings that can be chosen), tahu berontak, tahu pletok, tahu gejrot, pisang goreng,

singkong goreng, bala-bala, tempe goreng, and cireng. With a lot of fritter

varieties that will be sold, I can attract consumer to buy the fritters. Moreover, the consumers can also choose and pick their own fritters. The place will be named Jajanan Gorengan Asoy Geboy. I pick Asoy

Geboy for my food place name because this name is familiar for

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Maranatha Christian University express excited feeling over something. Moreover, the phrase Asoy Geboy rhymes too; thus, it will be easier for people to memorize the name.

The place will be opened on Jalan R.E. Martadinata near Yahya and Taruna Bakti School, and also factory outlets. This is between Dick’s and Stamp Factory Outlet to be exact. I will rent a space of a building there and also put a cart in front of the building to attract people. People who are in a hurry from a car can buy and pick their own fritters in the cart; meanwhile, for people who want to stop by and sit, they can eat at the seats provided. This business is good for beginner because it does not need high knowledge to run the business. And since the capital requirement is not really big, I will run the business as sole proprietorship. Hence, I can use my own saving.

1.2. Unique Selling Preposition (USP)

My products offer something new, such as tahu isi and batagor with variety of fillings, such as beef, chicken, or prawn which has not been sold in Bandung especially on Jalan R.E. Martadinata. Moreover, I will also sell

tahu berontak, tahu gejrot, tahu pletok unlike other fritter sellers on the cart

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Maranatha Christian University 1.3. Short-term Goals

The short-term goals of this project are introducing Asoy Geboy traditional fried snack place as well as the new kind of fritters which have not been sold in Bandung, especially on Jalan R.E. Martadinata. I want to reach selling target until it fulfills the projected profit as well. I will make clean fritters with good taste, keep the fritters price still cheap, and satisfy the consumer so that they will continue buying the fritters.

1.4. Long-term Goals

The long-term goals of this project are making Asoy Geboy

traditional fried snack place as a profitable place in Bandung where a lot of people come to buy it. In the upcoming years, I also want to create more new kind of fritters to attract consumer.

1.5. SWOT Analysis

There are some strengths that this business has. The first strength of my business is it offers many kinds of fritters to be sold, including snacks which are unusually sold by cart fried snack seller nearby, for example:

tahu isi and batagor with variety of fillings, tahu berontak, tahu gejrot and

tahu pletok. The second strength is the fritter can also be chosen by the

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Maranatha Christian University The last strength is the cooking oil is always new everyday to make the fritter save to be consumed.

However, my business has some weaknesses too. The first weakness is that there will not be delivery service. There is also a possibility that a consumer takes too many testers provided as well. Therefore, my solution is that I will not put too many testers. If the tester has gone, then the employee will put it again on the plate. Moreover, since a consumer can choose and pick his/her fritters, there is a possibility of a cheating occurs. However, I will count the fritters which are taken once again when the person pays at the cashier in order to avoid consumer’s cheating.

As for the opportunity, fritter is a snack that can be bought by anyone from any economic level and consumer does not seem to get bored buying fritters. Therefore, it is a good prospect to sell fritters. In addition, people from Jakarta and other people who live outside Bandung are always interested in buying food when they are shopping, whether it is the main food like rice or just a snack.

Meanwhile for the threat, there have been three fritter sellers, two carts in front of Yahya and Taruna Bakti schools, and one cart is in front of The Summit Factory outlet. I assume that the consumer, for example: school students; will prefer to buy fritters at the nearest fritter seller. However, since my place provides more products to be sold, more

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Maranatha Christian University 1.6. Company Logo

Figure 1.1 Company Logo

The figure above is my company’s logo. The picture represents a tofu which carries varied kinds of fritters. The reason the tofu which brings fritters was chosen as the character of the logo is because Asoy Geboy products mainly consist of tofu.

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BIBLIOGRAPHY

Printed Sources

Kotler, Philip. Marketing Management. 11th ed. New Jersey: Prentice Hall, Inc., 2003.

Kotler, Philip and Kevin Keller. Marketing Management. 12th ed. New Jersey: Pearson Education International, 2006. Sjahrial, Dermawan. Manajemen Keuangan. 2nd ed. Jakarta: Mitra Wacana Media, 2008.

Snell, Scott and George Bohlander. Human Resource Management. Mason: Thomson, 2007.

Electronic Sources

“Asoy Geboy.” Kamus Malesbanget – Kamus Slang Online Indonesia. 29 June 2008. <http://malesbanget.com/kamus/definisi.php? kata=asoy+geboy>.

CakesIndo. Portal Kuliner Indonesia. 9 September 2008.

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Maranatha Christian University “Cash Flow.” Wikipedia: The Free Encyclopedia. 7 January 2009.

10 January 2009. <http://en.wikipedia.org/wiki/Cash_flow>. “Cooking Terms.” Netcooks.com. 2009. Netcooks.

13 June 2008. <http://www.netcooks.com/CookingTerms.html>. Macklin, Boy. “Materi 1 Perencanaan Bisnis - Apa dan Bagaimana?” Weblog Entry. Online Buku. 5 September 2008. 30 November 2008. <http://macklin.onbuk.com/2008/09/materi-1-perencanaan-bisnis- apa-dan-bagaimana/>.

“Net Present Value.” Wikipedia: The Free Encyclopedia. 3 January 2009. 4 January 2009. <http://en.wikipedia.org/wiki/Net_present_value>. Waroeng Edesign Indonesia. “Arti Warna”. Weblog Entry. Koin: Waroeng Edesign. 3 June 2007. 3 January 2009.