Master's Degree Thesis Defense

PROPOSED BUSINESS SOLUTION FOR EARLY-STAGE
STARTUP TO INCREASE THE GROWTH OF THE BUSINESS

(CASE STUDY: SPASS INDONESIA)
Calvin Fitra Anggara

29320474
School of Business & Management
Bandung Institute of Technology
Outline
I Introduction
II Business Issue Exploration
III Business Solution
IV Conclusion & Recommendation
PROPOSED BUSINESS SOLUTION FOR EARLY-STAGE STARTUP TO INCREASE THE GROWTH OF THE BUSINESS
Chapter I
Introduction
Conclusion &
Introduction Business Issue Exploration Business Solution
Recommendations
Company Profile
• Company : Spass Indonesia
• Product : Sport Event
• Vision : To be the number 1 sport super app in Indonesia
• Mission :
1. Empower every person in Indonesia to be active in doing
sport
2. Decrease the number of obesities in Indonesia
3. Engage with local sport communities
Conclusion &
Recommendations
Business Issues
Manpower Marketing Operation Finance
Unsatisfied
Unable to handle Struggle to grab its customers due to the The COGS of the
several sport events. target market service that has been service is too high
removed
Conclusion &
Recommendations
Research Objectives
To identify the brand awareness of Spass Indonesia in

1 public
To formulate the suitable digital marketing strategy for

2 Spass Indonesia to increase its growth
To propose relevant and applicable digital marketing

3 strategy for Spass Indonesia to increase the growth
Chapter II
Business Issue Exploration
Conclusion &
Recommendations
Research Flow
Conclusion &
Recommendations
Data Collection
Qualitative Method
Primary Data Secondary Data

1. Top Management 1. Relevant Literature
2. Existing Customers and 2. Marketing Content
Potential Customers
3. Industry Experts
Conclusion &
Recommendations
External Analysis - PEST Analysis
• Indonesia is ranked at the

• Increased number of active
15th world highest GDP
participation of sports
• The strengthening between Political Economic • The increased number od
consumer spending in
government and business
Indonesia
Spass
Indonesia
• Sports event can be carried
• Indonesia is the 4th highest
out offline
number of internet users in
• Home gym is still predicted
to be trend in 2022 Social Technology the world
• The adoption of e-payment
• The increased number of
in Indonesia
sports product in stores
Conclusion &
Recommendations
External Analysis - Porter’s Five Forces

Bargaining of Customers
Moderate
Rivalry Among
Threat of New Entrants Threat of Substitutes
Existing Competitors
High Low
Moderate
Bargaining Power of
Suppliers
High
Conclusion &
Recommendations
External Analysis - Competitor Analysis
Conclusion &
Recommendations
Internal Analysis - STP Analysis

Segmenting Targeting Positioning
Gender Male
Demographic Demog Age 20 - 34 years old As a Partner to find sport
raphic Social B, C1 & C2 mate for those in need of
doing team sports
Class
Geographic Jakarta Pusat, Jakarta

Behavior Geographic Selatan, Jakarta Barat,
Jakarta Timur, Tangerang, and
Tangerang Selatan
Psychographic
Psychographic Preventive Orientation and
Exercise Orientation
Behavior Purchase Behavior
Conclusion &
Recommendations
Internal Analysis - Marketing Mix (7P)

Product Sport Event - Basketball
Price per event – Rp 50,000 Price
Place Social Media - Instagram
• Sport Challenge
• Free Online Class Promotion
• Logo
• T-shirt
Physical Evidence
• Banner
• Website
Conclusion &
Recommendations
Brand Equity Analysis
• Brand equity is a set of brand assets and

liabilities linked to a brand
• There are 5 metrics to measure brand equity:
brand awareness, brand association, brand
loyalty, perceived quality, and uniqueness.
Conclusion &
Recommendations
SWOT Analysis
Strengths Weaknesses
1. The price is relatively low 1. Public are still unaware of the brand
2. The Instagram activity of Spass Indonesia is also high 2. Lack of digital marketing strategy
3. The online promotion is appealing 3. Lack of Social media presence
4. Have a strong community 4. Less marketing activity
5. Know the customer needs 5. Logo is not strong
6. Know the market area
Opportunities Threats
1. The increased number of consumer spending in 2021 1. Home gym is still predicted to be trend in 2022
2. The integrated government which supports the sport 2. The cost of switching from Spass Indonesia’s service is
industry in Indonesia quite high
3. Indonesia is the 4th highest number of internet users in the 3. The volatile cost of third-party photographer and sport court
world rent
4. The increased number of e-payment utilization 4. The business model is easy to be copied
5. The threat of substitute product is relatively low
Chapter III
Business Solution
Conclusion &
Recommendations
TOWS Matrix
S-O (Maxi-Maxi) S-T (Maxi-Mini)
1. Create an engagement on social media (S-1, S-2, S- 1. Create a social campaign to be active in home and
6, O-1, O-3) outside (S-2, S-3, S-4, S-5, S-6, T-1)
2. Collaborating with KOL to promote Spass indonesia 2. Maintain and grow the community of Spass
(S-2, S-3, O-2, O-3) Indonesia (S-1, S-4, T-2. T-3, T-4)
3. Socialize the brand to community in DKI Jakarta (S- 3. Create a long-term collaboration with the court
1, S-4, S-5, S-6, O-1, O-2) owner and third-party photographer (S-1, S-5, S-6,
4. Collaborate with government sport organization (S- T-2, T-3)
1, S-5, O-1, O-2, O-4)
W-O (Mini-Maxi) W-T (Mini-Mini)
1. Improve a new digital marketing strategy (W-1, W-2, 1. Hire content marketing specialist (W-1, W-2, W-3,
W-3, W-4, O-1, O-3, O-5) W-4, W-5, T-2, T-4)
2. Socialize the e-payment on social media (W-4, O-4) 2. Introduce the brand and its business in social media
3. Attach the company's logo to every Instagram post (W-2, W-3, W-5, T-1, T-2, T-4)
and story (W-1, W-5, O-3) 3. Collaborate with local brand (W-1, W-3, W-5, T-1, T-
2, T-3)
Conclusion &
Recommendations
RACE Framework
• The RACE Planning Framework was first developed by

Dave Chaffey
• This framework is commonly used to optimize the digital
marketing performance which will lead to sales conversion.
• The RACE framework consists of four steps:
(Plan) > Reach > Act > Convert > Engage
Conclusion &
Recommendations
Plan
1. Identify the most liked sports in the market and compete with competitors
2. Identify the most played location of sports
3. Reaching the right target market by choosing the right social media
4. Creating a content marketing that allow the potential customer to interact with Spass
Indonesia
5. Creating a method for potential customer to purchase the service
6. Offering a special service in the Convert Stage
Conclusion &
Recommendations
Reach
Example of Easy-to-read Instagram Example best photo quality

content (Source: @sportbible) content (Source: @hoka)
Conclusion &
Recommendations
Reach
Social Media
Content Marketing Criteria of the Content

Online Sport News, Good Image Quality & Easy
Venue/Destination, to Read
Fashion, Humor & Fun Fact
Chat Application
Conclusion &
Recommendations
Act
1. Create an Instagram content plan,
based on the most favorable
content from the interview's
participants
2. Conduct a giveaway
3. Offer a promo/discounted price
Conclusion &
Recommendations
Convert
1. Use Linktree to create custom pages
containing important links
2. The Linktree may consists of the
registration page of every event that
Spass Indonesia wants to hold. Click on the link to
register the event
Example of the
Linktree Page
Conclusion &
Recommendations
Convert
Create events
registration on Linktree
Instagram WhatsApp
1. Put the Link on 1. Broadcast the link

the Instagram Bio in the WhatsApp/
2. Put the link in the WhatsApp Group
Instagram Story
Conclusion &
Recommendations
Engage
Offer bundle events with Conduct a sport challenge on

discounted price Instagram
• Spass Indonesia must write the

description of the challenge in
• offering a bundle which consist detail, along with the grand
of several events with a lower prize.
price • Customers must upload their
Instagram Story or Instagram
Post if they want to join the sport
challenge
Chapter IV
Conclusion &
Recommendation
Conclusion &
Recommendations
Conclusion
1. Based on Brand Equity Analysis, Spass Indonesia’s target
market are still unaware with the brand of Spass Indonesia
2. RACE framework and TOWS Matrix are used as a proposed
business strategy to formulate a new digital marketing
strategy
3. The Implementation of proposed digital marketing strategy is
as shown in the next slide.
Conclusion &
Recommendations
Implementation Plan
Conclusion &
Recommendations
Budgeting
“Every new thing creates
two new questions and
two new opportunities.”
-
Jeff Bezos, Founder and
CEO of Amazon

Master&#39;s Degree Thesis Defense

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Master&#39;s Degree Thesis Defense

Uploaded by

Copyright:

Available Formats

PROPOSED BUSINESS SOLUTION FOR EARLY-STAGE

STARTUP TO INCREASE THE GROWTH OF THE BUSINESS

Calvin Fitra Anggara

II Business Issue Exploration

III Business Solution

IV Conclusion & Recommendation

To identify the brand awareness of Spass Indonesia in

To formulate the suitable digital marketing strategy for

To propose relevant and applicable digital marketing

Business Issue Exploration

Primary Data Secondary Data

External Analysis - PEST Analysis

• Indonesia is ranked at the

External Analysis - Porter’s Five Forces

External Analysis - Competitor Analysis

Internal Analysis - STP Analysis

Geographic Jakarta Pusat, Jakarta

Behavior Purchase Behavior

Internal Analysis - Marketing Mix (7P)

Price per event – Rp 50,000 Price

Place Social Media - Instagram

Brand Equity Analysis

• Brand equity is a set of brand assets and

• The RACE Planning Framework was first developed by

Example of Easy-to-read Instagram Example best photo quality

Content Marketing Criteria of the Content

1. Put the Link on 1. Broadcast the link

Offer bundle events with Conduct a sport challenge on

• Spass Indonesia must write the

You might also like

Master's Degree Thesis Defense

Master's Degree Thesis Defense