BUSINESS FEASIBILITY

Date : 8th April 2021

Statement Of Confidentiality : this document and the information in it are provided in confidence, for
the sole purpose of exploring business opportunity between the disclosing party and receiving party
concerning “BBUSINESS FEASIBILITY” and may not be disclosed to any disclosed to any third party or
used for any other purposes

NAME : Denandra Putra Raharjo

Student number : 20J20004

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BUSINESS OVERVIEW
CRUNCHY is a place of business that is engaged in the culinary world, especially the peanut-
based food industry.
BUSINESS DESCRIPTION
“serves a snack made from mixed nuts that will get people happy”
“ made with care for costumers”
1. BUSINESS GOAL
1. INCREASE PROFIT MARGIN
2. BUILT UP A STRONG RELATIONSHIP WITH THE CUSTOMER
3. INCREASE BRAND AWARENESS
4. IMPROVE COSTUMER SERVICE
2. BUSINESS MAIN IDEA
peanuts are served in Indonesia as a snack and there are some that are also made as a delicious dish
by that CRUNCHY wants to try making snacks made from various types of peanuts.
The meaning of the word “CRUNCHY” is the sound made of the people eating the CRUNCHY’S
cookies with unique flavours and a mild sweet, this idea originated from a compilation of “Denandra” the
owner of “CRUNCHY”
We are using 3 different peanut which is the almond peanut ( prunus dulcis ), pumpkin seed
( cucrbita moschata ), sunflower seed ( helainthodae ) all of these peanut and seed this one grows very
much in the tropics including Indonesia, this plant has a very large number because almost all regions in
Indonesia have a portion that also makes it a business land except for the almond peanut because Indonesia
apparently don’t produce any of them
So, the owner hopes that the peanut can be utilized better with the different touches provided by
healty snack that will produce snack product that it can compete in the national and international arena
and can be accepted by public.

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MARKET ANALYSIS
This is the estimate production data of cashew nut in 2016-2020

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a. Product that we sell
Product that we sell to public in this business are snack with the material of almond peanut, pumpkin
seed and sunflower seed.
b. Supply and demand
In generally, people always want a new thing/ product that different than before, including culinary
also make people want to taste a new product, so in this case CRUNCHY offers the things like snack with
material from almond peanut, pumpkin seed and sunflower seed.
c. Selling product
selling product that we offer to customer for the product are caramel lace cookies

DEMOGRAPHY

(Indonesian population accoeding to age group and sex in 2020)

The demographics of CRUNCHY include all the demographic aspects that exist such as age with
a minimum age of 5 years, all sexes both women and men, all religions, ethnicities, races and cultures, all
types of work, from middle to lower societies until the community rises upwards, and etc. And for now,
CRUNCHY is more focused on the people in central java, especially semarang and it’s surroundings
MARKET SEGMENTATION

Chart Title
40%

30%

20%

10%

0%
sex career age lifestyle occupation 4

women men
MARKET GROWTH
Market growth will be taken and when it comes to the biggest opportunity for CRUNCHY, it can
make the latest plans in terms of business development in this era of globalization, we look forward to
making the products that can be accepted by the community.
Location : high population income area
Gender : all genders
Age : all ages min. 5 years old.
Career : lower to high income
Education : all education background
Lifestyles : city urban
Occupation : All occupation.

TARGET MARKET
this business will be centered in Central Java. Its targeting all segmentation especially in
neighborhoods,workers and who desire a sophisticated yet casual
member of this segment hanging out frequently, approximately two to 4 hour times a week. This
segment largely made up of singles between the ages of 18 and 25, children and adult.
POSITIONING
We engaged in the business of snack that will refresh your mind and make your mouth watery and
enjoy a mild sweet cookies because CRUNCHY use the best ingredient to satisfy our costumers.

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VISION / MISSION
1. VISION
“consumer satisfaction is our top priority”

2. MISSION
1. Be able to compete with other product
2. Creating a fresh and refreshing drink
3. Introducing tea product to the general public
PRODUCTS
CRUNCHY’s product with material from almond peanut, pumpkin seed, sunflower seed

1. Crunchy caramel cookies

PORTER 5 FORCE MODAL

1. The threat of the entry of new entrant

Although this business is in great demand by some people and is a business that has a level of difficulty
which is arguably quite mediocre because it requires not so much capital although the material sometimes
a bit harder to get (especially the almond peanut due to high cost) but the rest of the material are relatively
cheaper and easy to get.
A. Economic scale
Economies of scale are an important concept for any business in any industry and represent the cost
savings and competitive advantages larger business have over smaller ones An industry may also be
able to dictate the cost of a product if there are a number of different companies producing similar
goods within that industry the reason is specialization of labor and more integrated technology boost
production volumes. For example CRUNCHY use raw material based from peanuts and seed which is
you can obtain anywhere in the supermarket or minimarket so our production cost are low and we can
manage to make a large amount of products, on the other hand many people use fruit like durian or
something like seasonal fruit which is more slow and more expensive in term of production cost.

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 B. Product different
Product offered by CRUNCHY have a significant difference from other healty snacks, namely
there are in the basic material and how to make it that is classified unique. So making competitors
overwhelmed to be able to reach the position of the CRUNCHY later.
C. Switching cost of supliers
Switching costs in the snack industry made from peanuts and seeds are relatively low because
suppliers offer relatively competitive raw material prices of the same quality, so if producers want to
move from one supplier to another, it doesn’t require switching costs.
D. Access to distribution channel
If access to an industrial channel is already owned by an established company, the new company
must persuade the channel to accept its products at lower prices, advertising, etc. (porter, 1997. P4).
Currently the distribution of CRUNCHY products still does not cover the entire region of Central Java,
Java and Indonesia.
2. The bargaining power of suppliers
there are many suppliers of raw / roasted almond peanut, sunflower seed, and pumpkin seed, making
the price of raw materials for corn very competitive, this makes the bargaining power of suppliers with the
snack industry based on peanut and seed low, because the raw material for almond peanut, sunflower seed,
and pumpkin seed in the market has a price and quality that are on average competitive, with the large
number of suppliers of raw materials for almond peanut, sunflower seed, and pumpkin seed industry can
choose suppliers of raw materials at low prices and good quality.
3. The bargaining power of costumers
Factors that influence the strength of buyers for snack product include low switching costs considering
the prices offered between one beverage product to another are not much different so that the possibility of
buyers to move large, Consumers are more consumptive in choosing the product they choose because they
prioritize the quality of the product they buy. The buyer group also often buys in large quantities so that the
buyer wants to get a discounted price and service from the company. The product purchased is a standard
product (there is no differentiation), the cost of switching products from one to the other is low, and the
buyer gets complete information about the product that they want to buy.
4. The threat of a substitute product
In CRUNCHY consumers can get their goods substantially easily, the difference between CRUNCHY
and other competitors is in the basic material and the way it is presented and the brand that is already known
to the general public. Therefore what needs to be considered in this product is the price and quality.
5. The intensity of competitive rivalry
CRUNCHY has competitors, among others, Sajidah, mamaly kitchen, where each company competes
competitively, this competition occurs at the level of price, promotion / advertising, and service, this is
shown to attract the interest of consumer to buy their respective products.

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PRODUCT DESCRIPTION
- PRODUCT DETAIL
1. Caramel lace cookies
Is a snack of CRUNCHY’S product that made by basic material that is nut and seed

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A little things about nutrient of almond nut, pumpkin seeds, sunflower seeds
1. Nutrient content of almond nut per 28gr:
Total Fat :14.2 g
Carbohydrate :6.11 g
Fiber :3.54 g
Sugars :1.23 g
Calcium :76.3 mg
Iron :1.05 mg
Magnesium :76.5 mg
Potassium :208 mg
Vitamin E :7.27 mg
Riboflavin :0.323 mg
2. Nutrient content of pumpkin seeds per 28gr:
Calories : 126
Fat : 5.5g
Sodium : 5mg
Carbohydrates : 15.2g
Fiber : 5.2g
Sugars : 0g
Protein : 5.3g
3. Nutrient content of sunflower seeds per 34gr:
Calories : 207
Fat : 19g
Sodium : 1mg
Carbohydrates : 7g
Fiber : 3.9g
Protein : 5.8g

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- RESOURCES
1. Caramel lace cookies
Tools

NUMBER NAME OF TOOLS

1. Oven
2. Baking sheet
3. spoon
4. Parchment paper
5. Rubber spatula
6. Measuring device
Ingredients

NUMBER NAME OF INGREDIENTS

1. Pumpkin seeds
2. Almond nuts
3. Sunflower seeds
4. Mix flour

- CHANNELS
1. Distributor:
2. kampoeng almond in Bekasi
3. Sticker:
- Gajah print semarang
4. Packaging:
- A

- COMPETITIVE ADVANTAGES
1. The price is affordable
2. All ingredients that we used without preservatives
3. Product that can be enjoyed by everyone
4. We have a unique logo or brand that makes costumers always remember about us because it’s
easy to remind
5. We give the best servise to our costumer

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SWOT OVERVIEW
SWOT analysis is essential for every start up even other business in order to develop better
strategies for better performance which differentiate us from another hence the following are analysis result
through in-depth research and observations.

- Strength

1. Has a distinctive, unique, and different from other products.

2. The price is affordable

3. Best service for costumers.

4. The taste of snack that can be accepted by the community

5. Easy accessibility

- Weakness

1. Brand royalty

2. Low brand awareness

3. Competitors in similar business lines ( sajidah, mamaly )

- Opportunity

1. Expansion of brand image

2. Almond peanut is popular with the community

3. Expansion o product portfolio

4. Snack products are still small, so the opportunity to develop large businesses

- Threats
1. People still don’t know about CRUNCHY evenly

2. Changes in unpredictable weather and climate due to global warming.

3. Low traffic problems

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PACKAGING
1. Caramel lace cookies

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 - CREATIVE CONCEPT
1. Use recycle style package
2. Should represent our character and value of our product
3. Packaging are depend on the product line
MARKETING STRATEGY
1. Marketing strategy using social media
2. Marketing strategy using poster
3. Marketing strategy using online shop
4. Marketing strategy using advertising
5. Marketing strategy using mouth to mouth technique
6. Marketing strategy using friend to friend, family and friend in work place method.

LOGO AND PHYLOSOPY

the word “CRUNCHY” logo is taken from the word crunch which is the sound you make when
you eat this snack product, we hope from this logo everyone will know more about CRUNCHY easily.

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PROMOTION TO INCREASE BRAND AWARENESS
1. Make a company profile video to show the public about UNICORN which will be uploaded in
youtube
2. Utilizing social media namely posting pictures in the form of product types and product excellence
so that later the community will know and understand about CRUNCHY’s business
3. Creating our own website page which will later show a business profile, and product type and so
on
4. Make large posters, banner stands and pamphlets
SURVEY COMPETITOR

NUMBER COMPETITOR’S NAME SELLING PRICE PRODUCT

1. Sajidah RP 83.000 / 550 GR
2. lilgrinkitchen RP 70.000 / 260 GR
3. NickKaren RP 25.000 / 50 GR

SETTING SELLING PRICE

1. Caramel lace cookies :Rp 35000 / 100gr

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 COSTUMER RELATIONSHIP
After all business ideas designed by CRUNCHY, later CRUNCHY will plan to launch something
new where customers can share information about the world of health in the field of snack, the name is
CRUNCHY, CRUNCHY is a website that can be accessed by all CRUNCHY customers and can get
information in the form of:
- Healty snacks
- Promos that will be given every month by CRUNCHY
- Calendar of events to be carried out by CRUNCHY
And from this to, CRUNCHY will benefit from:
- Have space for the promotion arena
- Have space for the survey arena
- Have space to be able to discuss with customers about their desires directly
- Get customer desires through suggestions, criticisms and customer feedback.
- Increased trust in CRUNCHY product

LOCATION
Online place
We are using social media to sell our product using Instagram and tokopedia

STRUCTURE ORGANITATION

Denandra

(owner)

Denandra

(account manager)

Denandra Denandra

(cashier) (chef)

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1. Owner
The leader for all parts of the account
2. Account manager
Someone who has been appointed as operational head. Keep an eye on daily operation at
CRUNCHY to design creative activities ideas, oversee costs or expenses and must be in accordance
with the presentation of the standart costs set by management
3. Cashier
someone who works in finance, manages and calculates the entry and exit of money or income.
4. Chef
Someone responsible for production operations at CRUNCHY. duties and responsibilities include:
Managing the kitchen, Arranging the menu, Making orders / orders Monitoring the operation of the
kitchen, and so on.

VALUE ADDED
- Service
1. Customer service
a. Friendly service
b. Quick and responsive
2. Warranties
3. Free delivery
- Selling
1. Bundling and packaging
2. Delivery
3. Recognition and reward levels ( especially for frequent buyer)

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