'Love & Gift T-Shirt' A Business Plan.

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ABSTRACT

Saat ini industri kreatif di Indonesia tumbuh dan berkembang pesat menjadi basis baru sektor industri. Industri ini tumbuh pada hampir semua lapisan ekonomi mulai yang berskala besar, menengah, maupun kecil. Saat ini, kontribusi industri kreatif di Indonesia telah mencapai 7,3 % dari PDB (Pendapatan Daerah Bruto) nasional. Melihat prospek ini, maka penulis memutuskan untuk membuka sebuah usaha kaos kreatif yakni

Love & Gift T-shirt.

Penulis memutuskan untuk mendirikan sebuah toko yang dinamakan “Love & Gift T-shirt ” berlokasi di Setiabudhi Supermarket. Love & Gift T-shirt memiliki keunikan pada konsep penjualan dan desain. Konsep penjualan kaos yang dikhususkan untuk hadiah, dan konsep penjualan kaos bertema (family T-shirts, couple T-shirts, friendship T-shirts) menjadi daya tarik produk kami.

“Love & Gift T-shirt“ menjual produk kaos dewasa dan kaos anak dengan berbagai macam pilihan warna dan desain khusus. Kami menjual produk kaos dewasa pria dan wanita, anak-anak (unisex), kaos untuk hadiah (T-shirt for gift), dan kaos bertema (mix & match T-shirt).Love & Gift T-shirt menjual kaos dengan kualitas terbaik menggunakan bahan dasar 100% katun.

Rencana bisnis ini dibuat dengan tujuan untuk menarik investor menanamkan modal pada Love & Gift T-shirt. Dalam rencana bisnis ini terdapat aspek-aspek bisinis Love & Gift T-shirt yang akan dijelaskan secara terperinci dalam lima bab.

Dalam bab pertama terdapat latar belakang dan analis SWOT. Dalam bab kedua akan dijelaskan tentang aspek pemasaran. Dalam bab ketiga akan membahas tentang aspek operasional. Selanjutnya dalam bab

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EXECUTIVE SUMMARY

Love & Gift T-shirt is located in Setiabudhi Supermarket, basement 1, Bandung. Love & Gift T-shirt offers the superior quality and affordable prices T-shirts. The T-shirts are specially designed by our designer. Our special products are T-shirts for Gift and Mix & Match T-shirts. Our

commitment is to satisfy our customers by creating unique design T-shirts using superior quality cloth by providing fast friendly service and delivery service.

Love & Gift T-shirt is a profitable business. It is shown by the payback period of Love & Gift T-shirt which is only takes one year and three months.

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LIST OF TABLES

Table 4.1. Working Time Employees ... 26

Table 5.1. Initial Investment ... 28

Table 5.2. Cash Inflow ... 29

Table 5.3. Cash Outflow... 30

Table 5.4. Net Cash Flow ... 31

Table 5.5. Net Present Value ... 32

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LIST OF FIGURES

Figures 3.1. Love & Gift T-Shirts ... 15

Figures 3.2. Love & Gift Serving Process ... 16

Figures 3.3. Setiabudhi Area Location Map ... 17

Figures 3.4. Setiabudhi Supermarket ... 18

Figures 3.5. Love & Gift Layout Shop ... 19

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CHAPTER I

THE BACKGROUND

1.1. Background of business

In recent years, creative industry has shown a promising opportunity. Creative industry is a business which combines our idea and skill. It is supported by UK DCMS (Department for Culture, Media, and Sport) Task Force, which is stated that “The creative industries are the industries which have their origin in individual creativity, skill, and talent, and which have a potential for wealth and job creation through the generation and

exploitation of intelectual property and content” (qtd. in Saputra 9).

Creative industry also contributes to the economic growth in Indonesia. In 2007, Presiden Susilo Bambang Yudhoyono explains that creative

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2 Maranatha Christian University globalisation in the 21st century (6). One of promising creative industries is fashion industry.

Based on the above explanation, I decide to start a business in creative industry that focus on fashion, particularly T-shirt. Based on my

observation of T-shirt Industry in Bandung in 2011, I found out that T-shirt business has a large number of customers. I want to enable people to get customized shirt through our exclusive design. My vision is to make T-shirt as an impressive gift. The name of the T-T-shirt business is called “Love & Gift T-shirt”. The shop will sell exclusive T-shirts with superior

quality and affordable price.

The name “Love & Gift T-shirt” contains three words. They are “Love” “Gift” and “T-shirt”. Daye and Vanauken state that “A good brand name must stand for something” (par.1) ; therefore each word contains a meaning. Firstly, “Love” is a very attractive word; it contains a wonderful

meaning so that people can remember this word easily. Secondly, I also put the word “Gift” which can attract the customers who are looking for a

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3 Maranatha Christian University 1.2. USP (Unique Selling Proposition)

In order to move foward in a business, the business should have unique elements which characterize and differentiate the business from other competitors. The uniqueness is called Unique Selling Proposition. It is supported by Kotelnikov who explains that “A unique selling proposition (USP) defines your competitive advantage. You must identify what makes you different from your competitors and emphasize these advantages in your marketing” (par.1).

The main element that differentiates “Love & Gift T-shirt” with the other brands of T-shirt lies in the concept. There are two concepts in our product. First, we design a product called “T-shirt for Gift” in order to personalize T

-shirts for gifts. The T--shirts will be wrapped using our exclusive wrapping paper and it can be delivered to all customers in Indonesia. Second, we design a product called ”Mix & Match T-shirt” which is specially designed

for family, couple, or friends. The other special element of this product is the product has high quality and affordable price.

1.3. SWOT Analysis ( Strength-Weakness-Opportunity-Threat) SWOT analysis is characterized by knowing our own business. It is supported in the article of SWOT Analysis that “The SWOT analysis

provides information that is helpful in matching the firm’s resources and the capabilities to the competitive environment in which it operates” (par.2).

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4 Maranatha Christian University 1.3.1. Strengths

The first strength lies in the quality of “Love & Gift T-shirt” itself. It uses superior material which is made of 100 percent cotton. The customers will feel comfortable wearing the T-shirt anywhere.

The second strength of “Love & Gift T-shirt” lies in the design. We have unique design which characterises our product. Our designs are original

and exclusive.

The third strength is our unique concept of selling the T-shirts. “T-shirt

for gift” is specially created to help the customers who are looking for gifts.

And “Mix & Match T-shirt” is exclusively designed to tighten the tie between family, couple, or friends.

1.3.2. Weaknesses

The first weakness of “Love & Gift T-shirt” lies in the limited supplies of cloth from the cloth shop. We must make sure that the cloth shop can fullfill our needs timely by making the memorandum of understanding

(MOU).

The second weakness of the product is the limited production capacity of the outsourcing company which can make the selling of the T-shirts be

delayed. Since the outsourcing company is a different company, we must make sure that they can fullfill our orders of making the T-shirts properly.

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5 Maranatha Christian University 1.3.3. Opportunities

The first opportunity of this business is a large number of T-shirt lovers. Based on my research from March to May 2011, by distributing

questionnaires to 100 respondents in Bandung, the percentage of the

respondents who use T-shirts for casual occasions is 83%.

The second opportunity is family and couple T-shirt trend. Based on my

observation in Bandung’s outlets and boutiques, family T-shirts and couple T-shirts are in fashion nowadays. I find this as the opportunity to create

exclusive “Mix & Match T-shirt” for family, couple, and friends.

The third opportunity is the habit of giving presents on special

ocassions such as on birthday, Valentine’s day, or on other special day. We are going to create a new trend of giving T-shirt as a gift. Based on the research I did, 97% of my respondents love giving present to their family, couple, friends, etc.

1.3.4. Threats

By detecting the threats early, we can minimize and prepare several steps to prevent them. The first threat of this business is there are

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6 Maranatha Christian University The second threat of this business is trend alteration. The trend of fashion is always changing. To minimize this threat, Love & Gift T-shirt will

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Maranatha Christian University

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

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