Other Parts of

Business
Engineering Economics and
Entrepreneurship
Marketing
Part I
Framing

Emphasize the
details that are
critically important

De-emphasize things
that aren’t important
Hook

Use numbers

Incite curiosity

Incite fear

Exploit secrets

Use superlatives

Employ the new

Hook

4-Hour Workweek – Timothy Ferris

1,000 songs in your pocket - iPod

We worry, so you don’t have to

Grab customer’s attention in a matter of seconds.

Sales
Part II
Increase Revenue

Increase
Increase the Increase
transaction Raise your
number of average
frequency per prices
customer transaction
customer
Increase Revenue

Increase the number of customer Bring in more people to the door

Increase transactions (selling

Upselling
more)

Increase transaction per Make customer buy from you

customer more often

Collect more revenue from every

Raise your prices
purchase
Barriers to Purchase

It won’t work/It
It cost too much won’t work for I can wait It’s too difficult
me

Education- Education-
Framing Social proof Based Based
Selling Selling

Value-Based
Referral
Selling
Value Delivery
Part III
Distribution Channel

Direct-to-user Intermediary

Increase
Simple and Has Counterparty
Services sales, giving
Effective limitation risk
up control
The Expectation Effect

Performance Expectations Quality

Predictability

Uniformity Consistency Reliability

Same Without
Same value
characteristics error/delay

Coca cola major

Coca cola Microsoft
“upgrade” 1980
Finance
Part IV
Pricing Methods
• Cost to create, • Find similar
add markup offer

Replacement Market
Cost Comparison

Value Net Present

Comparison Value (NPV)

• Valuable to • How much

certain people money it
• Higher prices brings
Profit Margin

𝑃𝑟𝑜𝑓𝑖𝑡 = 𝑆𝑎𝑙𝑒𝑠 − 𝐶𝑜𝑠𝑡

𝑆𝑎𝑙𝑒𝑠 − 𝐶𝑜𝑠𝑡
𝑃𝑟𝑜𝑓𝑖𝑡 𝑀𝑎𝑟𝑔𝑖𝑛 = × 100%
𝑆𝑎𝑙𝑒𝑠

Business is not about what you make—it’s about what you keep.
Percent Markup

𝑆𝑎𝑙𝑒𝑠
𝑀𝑎𝑟𝑘𝑢𝑝 =
𝐶𝑜𝑠𝑡

𝑆𝑎𝑙𝑒𝑠
𝑃𝑒𝑟𝑐𝑒𝑛𝑡 𝑀𝑎𝑟𝑘𝑢𝑝 = × 100%
𝐶𝑜𝑠𝑡

Business is not about what you make—it’s about what you keep.
Working Example
Part V
Board Game Cafe
Business Description: Value Creation

Create fun, enjoying experience together with friends and family

Tagline: “A place to enjoy your life.”

Hospitable and
A place for Board game to Food and drink
knowledgeable
hangout play together to enjoy
game master

shared shared
service product
resources resources
Business Description: Marketing
• Follower • Photos and
Promotion Menu
• Instagram Ads • Google Ads

Instagram Google

WhatsApp Facebook

• Board Game • Connect

WAG Instagram
• Board Game • Board Game
Event Community
Business Description: Sales & Value Delivery

Board Game Rent Board Game Sale

• Take home • Online (Shopee)
• Play on site (Game master) • On site (Display)

Food and Beverage Bundling Package

• On site (Server) • Game with snack
• Online (Gojek & Grab) • Food and drink
Business Description: Finance

On site Board
Food Markup Drinks Markup
Game rent price
150% 200%
25k per game

Board Game Rent Board Game

price 10% of sale margin 25%
price per day before delivery
Market Research: Priority

Physiology Love Esteem

Food and
Board Game
Beverage

Board Game Cafe

Market Research: Core Human Drives

Acquire Feel Bond Feel

Food and Beverage Board Game

Board Game Cafe

Market Evaluation
Urgency Low urgency 3

Market Size Low market size 3

Pricing Potential Medium low pricing potential 4

Cost of Customer Acquisition Low cost of customer acquisition 8

Cost of Value Delivery Low cost of value delivery 8

Uniqueness of Offer Offer is quite unique 7

Speed to Market Medium speed to market 5

Up-Front Investment Medium high up-front investment 4

Upsell Potential Medium high upsell potential 6

Evergreen Potential Medium evergreen potential 5

TOTAL VALUE 53
 Initial design

A place for hangout shared resources

Decoration

Iteration Cycle Board game to play

Types of board game

shared resources
together
Board game rules

Knowledge
Hospitable and
knowledgeable game Service
master
Hospitality

Recipe

Food and drink to enjoy Product

Serving speed
Board Game Center
Business Description: Value Creation

Deliver fun, enjoying experience together with friends and family

Tagline: “We deliver fun to your front door.”

Hospitable and
Board game to play together
knowledgeable game master

shared resources service

Business Description: Marketing
• Follower • Photos
Promotion • Google Ads
• Instagram Ads

Instagram Google

WhatsApp Youtube

• Board Game • Channel

WAG • Board Game
• Rent Service related
content
Business Description: Sales & Value Delivery

Board Game Rent

• Take home
• Bonus Board Game
• Trial on site

Board Game Sale

• Online (Shopee)
• On site (Display)
Business Description: Finance

Board Game Rent Board Game

price 10% of sale margin 25%
price per day before delivery
Market Research: Priority

Love Esteem

Board Game

Board Game Center

Market Research: Core Human Drives

Acquire Bond Feel

Board Game

Board Game Center

Market Evaluation
Urgency Low urgency 3

Market Size Low market size 3

Pricing Potential Medium pricing potential 5

Cost of Customer Acquisition Low cost of customer acquisition 9

Cost of Value Delivery Low cost of value delivery 8

Uniqueness of Offer Offer is unique 8

Speed to Market Medium high speed to market 7

Up-Front Investment Medium low up-front investment 7

Upsell Potential Low upsell potential 3

Evergreen Potential High evergreen potential 8

TOTAL VALUE 61
 Types of board game

Iteration Cycle Board game to play

together
shared resources Board game rules

Board game news/info

Knowledge

Hospitable and
knowledgeable game service Hospitality
master

Delivery speed
Thank you!
Rio Natanael Wijaya
rion002@brin.go.id
+62-817-0200-950