By Ratna Apriyanti, STP.

Chief Financial Officer

PT. Fruters Indonesia Perkasa
What did you eat for bfast/lunch?
Problem
Most people in Jakarta have poor nutrition, causes by Daily routine,
life style, poor eating habits (not having enough of the healthy foods
each day or consuming too many types of food and drink wihich are
low in fibre or high in fat, salt and/or sugar). Poor nutrition can causes
degenerative disease (cancer, heart attack, diabetes, etc). They
don’t have time for preparing their own healthy meal and they don’t
know if there’s healthy food near them.

Most of “busy” people in Jakarta subscribes healthy meal

package for their lunch and dinner.
 TRANS FAT FAST PACKAGED CAKE
FOOD COOKIES FROSTING

MICROWAVE HIGH FRUCTOSE

COLAS AND
PANCAKES CORN
POPCORN SODAS
SYRUP (HFCS)
UNHEALTHY

MSG
SWEETENED, NON- RANCH
(MONOSODIUM
ORGANIC YOGURT KETCHUP
GLUTAMATE) DRESSING
FOODS

LIGHT FOODS
FRIED PACKAGED ARTIFICIAL AND
FOODS CHIPS SWEETENERS BEVERAGES
Unhealthy Food Effects –
Degenerative Disease
HEART OBESITY
CANCER
DISEASE

CHOLESTEROL
DIABETES
Why People Eat
Unhealthy Food
Solution

Sourcing the best of the

Fruters also will create
best ingredients from
a mobile apps
local farms, Fruters
(FHEATS) to make you
Kitchen crafts a wide
find healthy
selection of delicious
foods/drinks easier,
plant based foods,
with easy payment
premium cold pressed
dan delivery system.
juices and superfood
smoothies.
FHEATS (Fruters
Healthy Eats) Apps
01 The numbers of cancer survivor (one of
degenerative diseases) is increasing each year.
This is caused by change of lifestyle. (Source :
https://www.google.co.id/amp/s/m.republika.c
o.id/amp/pva9g4415)

02 Indonesia is going to #7 biggest GDP.

03 Less competitor (compares to coffe & boba

business model).
Market Size
Competitors - Drink

Re Juve Naked Pressed Mama Roz

FRUTERS
430ml 350ml 500ml
500ml
60K - 80K 45K 40K - 45K
39K - 60K 1.000.000 500.000 100.000

25.000
 COMPETITORS - RESTO

BURGREENS
MARS MAPLE
SNCTRY
KITCHEN & OAK

THE
BEETS
SALADSTOP! BETAWI BERRYWELL
& BOUTS SALAD

LOVING SUWE ORA

HUT JAMU
 COMPETITORS - CATERING

YELLOW GORRY MY MEAL 3 SKINNY

FIT KITCHEN GOURMET CATERING MINNIES

KENYANG GROOVYBELLY
FORKING

SENANG CLEAN
Products

Healthy Drink Cold Pressed Juice Healthy Meal (snacks, breakfast,

lunch, dinner)
Business Model

Retail Store Independent Store Mobile Apps

Founding Team

Dadan Ramdhan Agusman

Commissioner

M. Khemal Nugroho Ratna Apriyanti

Chief Executive Officer Chief Officer Finance
Current Financial
Figure (Jan – Sep 2019)
Income : Rp 7,596, 615,249

GP : Rp 2,645,340,090 (35%)

OPEX : Rp 1,700,000,000 (22%)

NP : Rp 896.824.767 (17.5%)
 Current Production
Capacity

COLD
HEALTHY DRINK
PRESSED JUICE

700 400
BOTTLES/DAY
BOTTLES/DAY
Business
Flow
Production
Flow
Current Problems
to Solve
•Extend Shelf life (from 2 to 7 days for cpj, 30 days for
healthy drink)
•Higher capacity machine
• factory in Lampung for kelapa hijau
•Distribution Center with Cold Storage
•Quality Standard – End to end cold chain
•Financial
•Promotions and Marketing
Financial and Cap Table
Expected financial figure
after new investments

Income/year : 48,631 M

NP/year : 15,83 M (33%)

OPEX/year : 29 M (59.8%)
KSF (Key Success Factors)
•Super Quality of the products
•Durability/expiration of the products, the longer expiration date
is much better
•CoGS and efficient productions
•Grab and engage with the consumers(CRM)
•Digital promotions (social media, endorsers, mobile apps, etc)
•Working with 3dr parties such as Gojek, Grab, fitness center
companies, and other companies to grab the target