‘The Christopher’ Team. 3 Individuals, 3 Personalities, 1 Goal.

VERONIKA XAVERIA FAISHAL SANDY WICAKSONO CHRISTOPHER ALVIN SUDARMO

 Presentation : WHY?

Background /
Problems

Let’s discuss our

BUSINESS
PLAN
‘Cilok’
Industry

Market
Opportunity
 “Leveling up Indonesian Traditional
COMPANY Snacks into a Trend and High Competitive
Product”

PROFILE UNIVATION OF PADJADJARAN 2017

 About Us
Let’s take a closer look at our business

Vision
Being the leading local food industry in Indonesia with global competitiveness by producing high
quality and innovative products for customer satisfaction

Mission MOTCHELL Value

● Customers
● Shareholders M O T C H E L L
● Business Associates & Employees
● Indonesian Communities Marketable Original Taste Customer Heart Excellent Leading Local

P Positioning
Indonesia’s modern snack, customized, &
customer value to global competitiveness
Br
y

an
tit

dI
n

Differentiation
de

nte

PDB
dI

•Content (What to Offer): innovative & unique packaging

gr
an

ity
Br

CYCLE •Content (How to Offer): customer experience service

•Infrastructure (Enabler): utilization of information technology

B D Branding
MOTCHELL: leveling up Indonesian traditional snack
Brand Image
 Our Core Value
Food business projections to upgrading and sustainability

“Locally Rooted, Globally Accepted”

“Global Competitiveness” “Customer

Oriented
Services”

Our competitive
advantage and our
unique selling point as “Innovation, Quality, and Creativity”
the result of
modernization
 TOWS: Analysis
Customer, Company, Competitor, Change (4C)

T O

W S
First Mover
MOTCHELL
PREMIUM
CILOK
 Business Risk
Possibility of inadequate profit or losses
 Potential Customers
Segmentation, Targeting

School University Jobbers New Family Adult/Mature

Student Student Family

Customer ● 6-17 y.o. ● 18- 25 ● 26- 35 ● 26- 35 ● > 35 y.o.

Targeting ● IT Savvy y.o. y.o. y.o. ● SES: A &
● SES: A & ● IT Savvy ● SES: A & ● SES: A & B
B ● SES: A & B B ● Both
● Not B ● College ● Both working
Working ● Not Educated working Full Time
Working/ ● Working Full Time
Part/ Full
Time

Location Yogyakarta

Life Stage Elementary - Undergraduate, Adult New Family Educating

Senior High Master, PhD Children
School

Segments Has pocket Has pocket Low Income Medium Income High Income,
“Haves” Money money/saving Assets,
accounts Education
 Strategic Plan
Ideas, Innovations to face Global Competition

Differentiation Unique B2B Cinema Semi-Franchise

Kualitas Packaging Partnerships “Premium Ekspansi Bisnis
dan Kemasan ++Volume snack”
Inovasi ramah penjualan
lingkungan
 Marketing Strategy
Marketing Mix (7Ps)
Product Place
Price

Short Term Long Term Short Term Short Term Long Term
CIROST: menu spesial Kemasan box + souvenir Long Term Direct Selling: Online Selling: order
Price Penetration
bumbu ayam buku resep BUY 1 GET 1 (ALL ITEM) Menjual Melalui melalui website
Strategy:
panggang Service after sales: Make Promo pembelian 50k gerai-gerai & food Retail Stores:
Premium Quality, Low Price
Additional Topping: your own topping dapat voucher 25k untuk expo Jogja Carefour, Hypermart,
Rp 15.000/Motchell
rendang, saos tiram, (innovation competition) kunjungan selanjutnya (Exposure, LOL, toko souvenir
Free Motchell by following
barbeque, mayonaise, -> highest voting will be instagram Jogjajanan, Fooshion
bubuk cabe sold in limited edition Market)

Process People Physical Evidence

Short Term Long Term Short Term Long Term Gerai: tampak modern &
Open kitchen: melihat Customer experience: Employee Training Franchise: training dan fun
proses pembuatan pengolahan cilok baru Pegawai yang pengawasan rutin para Social Media: tampilan
cilok di gerai yang unik melalui produk profesional franchisee social media
Convenience: fasilitas kemasan box Establish SOP Penampilan pegawai:
yang mendukung standarisasi rapi, bersih, ramah

Short Term
Produk cilok premium
dengan bermacam- macam
pilihan bumbu yang dapat
dipilih oleh para konsumen.
Our Products
Variations of Motchell Packaging
Packaging takeaway yang di Ilustrasi produk untuk Ilustrasi kemasan large
desain untuk makan sambil takeaway atau untuk dine-in dengan tambahan kentang
berjalan dan menjaga reguler panggang
makanan tetap hangat

Premium Cilok Takeaway Variation 1 Takeaway Variation 2 Large Bucket

Tersedia berbagai macam saos seperti mayonaise, saos tiram, bubuk cabe, dan kentang
Long Term panggang ala italia sebagai pelengkap yang menambah value dari produk cilok kami.

Kemasan berisi cilok beku yang siap dihangatkan beserta bumbu-bumbu

Kemasan Box didalamnya dengan tambahan buku resep menu-menu rekomendasi dari
Motchell
 Marketing & Promotion
WOW Marketing (5As) by Hermawan Kartajaya

Attraction Curiosity Commitment Affinity

Aware Appeal Ask Act Advocate

Create Traffic to the Site Make Customer Anything to Help? Call to Action Share The Good News
Viral Video Campaign Interested Want to Know More? Create Urgency Sharing Campaign
(Instagram, Youtube Product Fast Response Service Campaign Buyer get Buyer
VLOG) CIROST #indonesia #makan (upload instagram,
Replying comment and #NgemolCilokTiapHari mention teman)
Instagram Activation Additional Topping questions in social Dan
#NgemolCimolTiapHari media #indonesianfood Motchell Gift for
(upload instagram photo Kemasan Box + (huge number of public Friends (Long Term
with closest relatives Souvenir Collaboration with posts) Strategy with LINE@
and friends) -> increase GO-FOOD with detailed Account)
SEO Products Innovation picture + product
(Customer description + package
Traditional, Guerilla Involvement) (delivery service ->
Marketing praktis)

Endorsement
Operational Plan
Spots Map, Operational Hours

ADDRESS:
Jalan Kaliurang KM 5.5, Caturtunggal, Kec.Depok

BUSINESS CATEGORY:
Food Street, Outlets (Gerai Makanan)

OPERATIONAL TIME:
Open Every Day, 10.00 - 22.00 WIB

PLACE CAPACITY: Our Research:

8 people for Dine In Take Away > Dine In

Take Away
(Long Term)

Take Away
Dine In (Short Term)
 Operational Plan
Value Chain, Supplier, Productions

Supplier Locations:

Tepung Tapioka dan Kanji: Saus dan Topping Tambahan: Saus dan Topping Tambahan:
Pasar Terban Kota Gede Pasar

Contract
 Financial Calculations
Business Capital, Income Statement, Cash Flow, BEP, Sensitivity Analysis

Assumptions Estimating Growth

Price per unit : Rp18.000

Penjualan harian tahun pertama : 100 pax/hari

Tahun Pertumbuhan Penjualan
Uang yang dibutuhkan di awal Rp75.953.104 (unit)

2018 - 34600

2019 20% 41520

2020 20% 49824

2021 15% 57297

2022 15% 65892

Financial Calculations
Income Statement
Financial Calculations
Cash Flow
 Financial Calculations
Investment Valuation

21.461 unit
Rp 532,667,316.12

215 hari (8 bulan)

106%
Financial Calculations
Sensitivity Analysis
Sensitivity Analysis
Sensitivity Diagram
 Company Timeline Overview
Implementation, Short Term Projection

Established: Aug - Nov 2017

Business Planning
Nov - Dec 2017
Social Media
Jan 2018 (Week 1) Activation
Make SOP, Contract with
initial Suppliers Jan 2018 (Week 2)
Detailed Job Description Contract with Suppliers, Outlets
Jan 2018 (Week 3) Place Renovation
Place Renovation
Furniture, Decoration
Establishment Jan 2018 (Week 4)
Hiring Workers
Jobdesc Socialization

Feb 2018
Feb - Mar 2018
Grand Opening
Marketing Promotion
 semi-Franchise
Strategy to Increase Investment Scalability

Investment Opportunity Warehouse

Offering Supply distribution
Open new branch with New outlet/branch
joint management supplier

Contract: Owner -
Investor
Investment value Standard Operating Procedure
Guaranteed new New outlet establishment New Branch Opening
semi-franchise location Open Recruitment & Training
 semi-Franchise Timeline
Implementation, Short Term Projection

Apr 2018 (Week 1)

Planning new Business
Apr (Week 3) Model
SOP for semi-franchise
Business duplication
Apr 2018 (Week 4)
Contract with Suppliers, atau cari
supplier tambahan jika diperlukan
May 2018 (Week 1)
Hiring new workers untuk
kebutuhan posisi baru May 2018 (Week 2)
Beli peralatan dan
perlengkapan baru
May 2018 (week 4)
Pelatihan pegawai
baru
June 2018
Pemasaran model bisnis
baru (cari investor)
Agt 2018
Cabang baru siap dibuka
Company GOAL
Pada tahun ke 4
CONTACT US:

@sfl5460r
 ‘LEGIT’
to the moon and back

THE END
 ?
HAVE ANY
QUESTION
Revenue
Revenue
Fixed Asset
Depresiasi Fixed Asset
Working Capital
Initial Cost
Marketing Cost
Payroll
Profit Sharing
Material Cost
Latar belakang dan problem (Faishal)
Industri makanan

Data industri makanan di indo - yk

Pasar Indonesia

Pasar Jogja

Data dan potensi pasar

Industri cilok (Faishal)
Gambaran produk kompetitor

Gambaran stp / 7p kompetitor

masalah produk kompetitor

Potensi pasar dan peluang (SEMUA CARI DATA
DEADLINE RABU MALAM) -> alvin
Kumpulin data dari pedagang cilok yang ada di yk di foto ditanya omset harian

Laku berapa lalu kalkulasikan

1. DATA YANG DIPERLUKAN:

Lokasi
2. Harga cilok/bungkus (jumlah cilok per bungkus siapa)
3. Sehari menjual berapa buah cilok
4. Omzetnya berapa/hari
 Internal Management

ORGANIZATION Marketing

STRUCTURE
Productions
CEO & Operations

Finance &
Administration
CMO COO CFO

Marketing &
Human
Productions &
Visual Design Operations
Accounting Resources
What If Analysis
Scenario

“Competitor make us faster.

Collaboration make us better”