UPDATE YOUR STRATEGY

TO GAIN
SALES & PROFIT
LONG TERM

KO KO H A D I O N O
 FIND OPPORTUNITY IN A CRISIS

“IN A CRISIS,
BE AWARE OF THE DANGER – BUT
RECOQNIZE THE OPPORTUNITY”
JOHN F. KENNEDY
 WORSE SCENARIO

BUSINESS MIGHT COLLAPSE, BUT

THE BRAND SHOULD NOT!
WHY A BUSINESS COLLAPSE, WHILE THE BRAND IS NOT?
BECAUSE OF MIS-MANAGEMENT OF COMPANY CASH FLOW

KOKO HADIONO
FROM
MACRO TO
MICRO
POINT OF VIEW
 CRISIS TEAM
1 ST TEAM 2 ND TEAM
FACING THE CRISIS WHAT’S NEXT

OWNER/CEO OWNER/CEO

HUMAN FINANCE/ACCT SUPPLY FINANCE/AC

MARKETING OPERATION SUPPLY CHAIN
RESOURCES MARKETING OPERATION
CHAIN CT
 SURVIVAL TEAM

THE FIRST TEAM RESPONSIBILITY

MORE FOCUS ON AVOIDING THE BUSINESS FROM COLLAPSE
DEAL WITH THE CRISIS

SURVIVAL MODE
FINANCIAL HEALTH CHECK
REVISIT CASH FLOW POSITION & CREATE PROJECTION

FACING THE CRISIS EMPLOYEE

TEAM CALCULATE #OF EMPLOYEE NEEDED BOTH IN THE UNIT

AND HEAD OFFICE/BACK OFFICE TO OPERATE THE BIZ
DURING CRISIS
COST SAVINGS
SUPPLY CHAIN
REVISIT ALL T.O.P. | EXPLORE MENU ENGINEERING .

BACK OFFICE & REAL ESTATE

FREEZE ANY PROJECT. RESCHEDULE/RENEGOTIATE ALL AP.
REVIEW HEAD COUNT
LOOKING FOR ANY OPPORTUNITIES IN THE CRISIS

REVIEW BRAND RELEVANCY &

PIVOT INITIATIVES
EXPLORE QUICK WINS & LONG TERM WINS
REVIEW LATEST BRAND LANDSCAPE | REVIEW ALL DATA
WHAT’S NEXT

TEAM
AVAILABLE | UPDATE STRATEGY

FINDING RELEVANT SALES DRIVER &

SALES BUILDING PLATFORM TO GROW
INITIATIVES EXECUTE THE FEASIBLE INITIATIVES ONLY

CLOUD RESTO CONCEPT

BOOST THE FIRST MOVER ADVANTAGE INNOVATIONS
 1 STATEMENT OF INCOME
GATHER & ANALYSE ALL HISTORICAL DATA OF UNIT ECONOMIC &
THE COMPANY P&L (PROFIT & LOSS)

2 REVENUE PROJECTION
COMPARE SALES/REVENUE PROJECTION VS ACTUAL & RE-
PROJECT FOR THE REST OF THE YEAR & COMING YEARS
FINANCIAL
POSITION 3 CASH FLOW STATEMENT
MONTHLY, QUARTERLY, YEARLY “BEGINNING &
TO SURVIVE & ENDING CASH ON HAND” (LIQUID).
MOVING
FORWARD
4 BACK OFFICE EXPENSES & COST PROJECTION
HISTORICAL DATA OF COST CENTER & CREATE COST PROJECTION
MOVING FORWARD

5 CAPITAL
HOW MUCH CAPITAL LEFT/AVAILABLE FOR RE-OPENING AND / OR
EXPANSION.
 RP 10.000.000/DAY 200 TC RP 50.000

SALES TC: APC:

TOTAL PENJUALAN TRANSACTION AVERAGE PER
COUNT/CHECK COUNT/CHECK
JUMLAH TRANSAKSI SALES DIBAGI
TRANSAKSI

MINIMUM DATA UNIT SOLD UTC:

TRACKING JUMLAH MENU
UNIT SOLD PER
TRANSACTION
YANG TERJUAL
PRAKT I SI KULI NER
T KOKO HADI ONO –

USE THE DATA TO ANALYSE JUMLAH MENU

TERJUAL DIBAGI
THE PATTERN & TREND JUMLAH TRANSAKSI.
>25T HN

800 UNIT SOLD 4 UNIT SOLD/TC

 POS DATA
SUMBER PEMASUKAN/INCOME BISNIS UNIT
 UNIT
ECONOMIC
SURVIVAL
MODE

INDIVIDUAL
PRAKT I SI KULI NER
T KOKO HADI ONO –

OUTLET/BISNIS UNIT
>25T HN

HOW TO ACHIEVE
AT LEAST CASH FLOW BREAKEVEN .
 UNIT ECONOMIC SURVIVAL MODE
TO ACHIEVE CASHFLOW BREAKEVEN

OUTLET #1 TOTAL SALES/DAY ACTUAL SALES TOTAL MONTHLY

DURING NORMAL DURING CRISIS
SALES 8.000.000 100% 30% 2.400.000 72.000.000
COGS 3.200.000 40% 40% 28.800.000
GROSS 4.800.000 60% 60% 44.000.000
PROFIT
EXPENSES 2.800.000 35% 60% 44.000.000
OPERATING 2.000.000 25% 0% 0
PROFIT
 BACK OFFICE
ECONOMIC
SURVIVAL
MODE

TOTAL HEAD OFFICE/

SUPORTING DEPARTMENT
PRAKT I SI KULI NER
T KOKO HADI ONO –

OVERHEAD
>25T HN

EXTREEMELY REDUCE
EXPENSES TO MANAGE
CASHFLOW LEFT OVER.
 BACK OFFICE SURVIVAL MODE
TO LIVE WITHIN CASHFLOW PROJECTION
# OUTLET: 2 TOTAL SALES/MTH ACTUAL SALES TOTAL MONTHLY
DURING NORMAL DURING CRISIS
TOTAL 120.000.000 100% 0% 0 0
REVENUE
SALARY 25.000.000 20.8% 0% 25.000.000
H/O RENT 10.000.000 8.3% 0% 10.000.000
OTHER 10.000.000 8.3% 0% 10.000.000
EXPENSES
9.3% TOTAL H/O 45.000.000 37.4% 0% 45.000.000
COST
PROFIT 75.000.000 62.5% - 45.000.000
STRATEGIC TEAM

THE SECOND TEAM RESPONSIBILITY

MORE FOCUS ON BUILDING THE BUSINESS
 WHAT’S NEXT TEAM

STRATEGIC SHORT TERM WINS MED & LONG TERM WINS

Brand Landscape In Sales & Profit New Normal Grand

Plan
360 degree SALE BUILDING
Health check

Revenue Streams
Sales Driver
Platform to grow
STRATEGIC PLAN

Brand Landscape
 GLOBAL BRAND McDonalds | KFC | Burger King | Pizza Hut |
Carls Junior | Wendy’s | TGIF | Outback
LANDSCAPE 01 1 ST LAYER

MIX FOOD
CATEGORY
A&W | Yoshinoya | Marugame |
02 2 ND LAYER

Kopi O | Pho 24 |
03 3 RD LAYER

Chop stick |
04 4 TH LAYER

05 5 TH LAYER
 GLOBAL BRAND Starbucks | Coffee Bean & TL | Dome |
| Caribou
LANDSCAPE 01 1 ST LAYER

MIX COFFEE
CATEGORY
|
02 2 ND LAYER

|
03 3 RD LAYER

|
04 4 TH LAYER .

|
05 5 TH LAYER
GLOBAL McDonalds | KFC | Burger King Bakso Boedjangan |
| Pizza Hut | Carls Junior |
BRAND 01 1 ST LAYER
Wendy’s | TGIF | Outback
vs
LOCAL A&W | Yoshinoya | Marugame | Richeese | Flip Burger |
BRAND 02 2 ND LAYER | Domino Pizza | | Holycow |

LANDSCAPE
Kopi O | Pho 24 | |
03 3 RD LAYER

MIX
FOOD
Chop stick | Ya Kun Kaya |
CATEGORY 04 4 TH LAYER

| Bakso Kota Cakman |

05 5 TH LAYER
GLOBAL Starbucks | Coffee Bean & TL | Anomali | Liberica | Djournal
Dome | Caribou
BRAND 01 1 ST LAYER
vs
LOCAL Old Town White Coffee | Upnormal | Kopi Luwak |
BRAND 02 2 ND LAYER
Excelso | Jco |

LANDSCAPE
Kopi O | Ya Kun Kaya | Killiney Kopi Kenangan | Janji Jiwa |
03 3 RD LAYER | Tuku | Fore |
MIX
COFFEE
CATEGORY | |
04 4 TH LAYER

| |
05 5 TH LAYER
GLOBAL Chatime Atelier | |
BRAND 01 1 ST LAYER
vs
LOCAL Chatime |
BRAND 02 2 ND LAYER

LANDSCAPE
| Haus | Mynum | Gleg |
03 3 RD LAYER
MIX
DRINK
KEKINIAN | |
CATEGORY 04 4 TH LAYER

| |
05 5 TH LAYER
 YOUR AUTHORITY
COMMODITY EXPERIENCE
DAPET APAAN JADI SIAPA
FOKUS DI “TASTE” FOKUS DI “LOOK & FEEL”
PRAKT I SI KULI NER
T KOKO HADI ONO –

BOTH
>25T HN
 BUSINESS CYCLE

25.000.000.000

20.000.000.000

BRAND B
15.000.000.000 5JUTA
ORANG
10.000.000.000

5.000.000.000

-
 KNOW YOUR CUSTOMER TYPE

ONCE A WEEK
HEAVY
USER

TWICE A MONTH
MEDIUM
USER
PRAKT I SI KULI NER
T KOKO HADI ONO –

ONCE IN 1,5 - 2 MONTH LIGHT USER

>25T HN
 IS THERE ANY
PROFILE & BEHAVIOUR SHIFT
IN YOUR TARGET MARKET SEGMENT?

GEN Z FA M I LY A D U LT / M AT U R E

NUGAS WEEK-ENDER REUNION

 NEW FINDINGS DURING CRISIS

USP RELEVANT TARGET MARKET RELEVANCY

IS YOUR USP STILL RELEVANT? ARE THERE ANY CHANGES IN THE TMS BEHAVIOUR &
NEED?

COMPETITORS CORE & ADDED VALUE

POSITION RELEVANCY
HOW WAS THE CURRENT DO WE NEED TO ADJUST CURRENT CORE AND
COMPETITIOR PRESENCE & FOCUS ADDED VALUE TO SUIT WITH NEW DEMAND .
 TAKE ADVANTAGE
ON THE “NEW NORMAL” OPPORTUNITY

Introducing
“NEW NEWS” to the mass
Inject to the customers mind
 DESIGN A NEW BRAND POSITIONING

TO WIN THE BRAND WAR IN CUSTOMERS MIND

ENJOY
THE FIRST MOVER ADVANTAGE
EXAMPLE OF:
NEW NEWS
BE FIRST, BE DARE,
BE DIFFERENT….!
BE FIRST, IS THE EASIEST WAY TO
WIN THE BRAND WAR IN THE
CUSTOMERS MIND. .
 BE AGILE
IMPLEMENT CHANGE QUICKLY TO
TAKE ADVANTAGE OF NEW
OPPORTUNITY
KOKO HADIONO
LOUDER NOISE
HIT BIGGER MARKET/AUDIENCE

BRAND B
5JUTA
BRAND A ORANG
1JUTA
ORANG
 BUSINESS CYCLE

25.000.000.000

20.000.000.000

BRAND B
15.000.000.000 5JUTA
ORANG
10.000.000.000

5.000.000.000

-
STRATEGIC PLAN

360 Degree SALES BUILDING

Health Check
T KOKO HADI ONO –
PRAKT I SI KULI NER
>25T HN
STRATEGIC PLAN

Revenue Stream
 REVENUE STREAM
SUMBER PEMASUKAN/INCOME BISNIS UNIT

01 02 03 04 05
DINE-IN DELIVERY BIG ORDER FROZEN CLOUD
FOOD RESTO

FULL MENU 2 AGRITRATORS LUNCH BOX N E W I N I T I AT I V E ADDITIONAL

BRAND/S
 REVENUE STREAM
CONTRIBUTION %

01 02 03 04 05
DINE-IN DELIVERY BIG ORDER FROZEN CLOUD
FOOD RESTO

FULL MENU 2 AGRITRATORS LUNCH BOX N E W I N I T I AT I V E ADDITIONAL

BRAND/S

70% 20% 10% 0% 0% 8JT

30% 60% 0% 10% 0% 5JT
30% 30% 0% 0% 40% 8JT
 CLOUD RESTO
CONTOH PERHITUNGAN 1BRAND
DELIVERY
TOTAL SALES/DAY CONTRIBUTION TOTAL MONTHLY

SALES 8000.000 100% 30% 2.400.000 72.000.000

COGS 3.200.000 40% 40% 28.800.000

GP 4.800.000 60% 60% 44.000.000

TAMBAHAN
PROFIT BERSIH
PRAKTISI KULINER >25THN | KOKO HADIONO
T KOKO HADI ONO –
PRAKT I SI KULI NER
>25T HN
STRATEGIC PLAN

Sales Driver
 SALES DRIVER

APPETIZER FOOD BEVERAGE DESERT

❖ TOTAL 8 MENU ❖ TOTAL 13 MENU ❖ TOTAL 10 MENU ❖ TOTAL 5 MENU

TOTAL 36 MENU
. . .
TOTAL SALES/DAY:
Rp 8.000.000
 FOCUS ON SALES DRIVER
80:20 RULES

APPETIZER FOOD BEVERAGE DESERT

❖ Surabi Sugeng ❖ Nasgor Sampek ❖ Es Teh Banyu ❖ Alpukat Bojo

Dalu Tuwek Langit Galak
❖ Pisang Bakar ❖ Mie Sewu Kuto ❖ Kopi Susu Wegah ❖ PuddingDitinggal
Medot Janji ❖ Ayam PamerBojo Kelangan Rabi
❖ Fries Ambyar ❖ Burger Titipane ❖ Susu Lali Rasane
PRAKT I SI KULI NER
T KOKO HADI ONO –

. Gusti . Tresno.
TOTAL 12 MENU (DARI 36MENU)
>25T HN

KONTRIBUSI:
Rp 6.400.000 = 80% DARI TOTAL SALES
TC DRIVER | SALES DRIVER | MARGIN BUILDER
OPERATION DRIVEN MODEL

PAKET MBLENJANI PAKET SAESTU

PAKET NASI AYAM MBLENJANI KHILAF TC PAKET SAESTU TENAN 1 SD+

- NASI AYAM PAMER BOJO + ES TEH - BURGER TITIPANE GUSTI + FRIES AMBYAR
PAKET NASI AYAM MBLENJANI TERUS SD+ PAKET SAESTU TENAN 2
- NASI AYAM PAMER BOJO + ES TEH + MB -
PUDDING DITINGGAL RABI
. .
STRATEGIC PLAN

Platform To Grow
 INTRODUCE NEW PERMANENT MENU
01 NEW MENU

PLATFORM 02
LTO – LIMITED
TIME OFFER LIMITED TIME NEW MENU OFFER

TO GROW
ORGANICALLY DELIVERY | BIG ORDER | FROZEN FOOD |
03 CONVENIENCE TECHNOLOGY [REMOTE ORDERING]

CLOUD RESTO CONCEPT

04 VIRTUAL BRAND
PRAKT I SI KULI NER
T KOKO HADI ONO –

NOT REVENUE, BUT STRAIGHT TO THE

CONSIGNMENT
>25T HN

05 PROFIT INCREMENTAL.
 ORGANIC GROW + YOY
800.000.000

700.000.000

600.000.000

500.000.000
2017
400.000.000 2016
2015
300.000.000

200.000.000

100.000.000

-
 INTRODUCE NEW PERMANENT MENU
01 NEW MENU

PLATFORM 02
LTO – LIMITED
TIME OFFER LIMITED TIME NEW MENU OFFER

TO GROW
ORGANICALLY DELIVERY | BIG ORDER | FROZEN FOOD |
03 CONVENIENCE TECHNOLOGY [REMOTE ORDERING]

CLOUD RESTO CONCEPT

04 VIRTUAL BRAND
PRAKT I SI KULI NER
T KOKO HADI ONO –

NOT REVENUE, BUT STRAIGHT TO THE

CONSIGNMENT
>25T HN

05 PROFIT INCREMENTAL.
CREATE A SCALABLE BUSINESS
WITHOUT CONTINUAL GROWTH AND
PROGRESS, SUCH WORDS AS
IMPROVEMENT, ACHIEVEMENT, AND
SUCCESS HAVE NO MEANING
BENJAMIN FRANKLIN
NEW UPDATED
STRATEGY
 CONTACT
FOR INQUIRIES
CULINARY CONCEPT |
CONSULTATION | COACHING
EMAIL ADDRESS
HADIONOS27@gmail.com

I N S TA G R A M
@KOKOHADIONOS
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