Victoria Boutique : A Business Plan.

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ABSTRACT

Business plan ini merupakan persyaratan untuk menempuh jenjang sarjana pada fakultas sastra jurusan English for Business Professionals (E.F.B.P). Business plan ini berisi rencana bisnis butik yang berlokasi di kota Bandung.

Target pemasaran bisnis ini adalah wanita yang sedang hamil yang ingin menjaga penampilannya untuk tetap menarik, dan wanita yang tidak hamil yang ingin membeli aksesoris atau pakaian hamil sebagai hadiah. Adapun target usia wanita tersebut yaitu dari usia 20 sampai 40 tahun dengan tingkat ekonomi mulai tingkat menengah sampai tingkat atas.

Bisnis ini diberi namaVictoria Boutique. Keunikan dari bisnis ini adalah bisnis ini khusus menjual pakaian wanita hamil dan aksesorisnya. Selain itu, konsumen dapat membeli langsung ataupun memesan sesuai model yang diinginkan.

Victoria Boutique akan berlokasi di Bandung Trade Centre (BTC), tepatnya di Lower Ground Floor (LGF) B-3/10. Adapun waktu

beroperasinya setiap hari, mulai pukul 09.00 sampai pukul 21.00, sesuai dengan jam operasi BTC. Victoria Boutique memperkerjakan 4 orang shopkeeper, 2 orangcashier,1 orangdesigner,dan 1 orang manager, yang adalah pemiliknya.

Untuk memasarkan produknya, Victoria Boutique melakukan promosi diantaranya; mencetak brosur untuk dibagi-bagikan lingkungan BTC, mencantumkan iklan di koran Pikiran Rakyat, majalah Dewi, dan juga di Google, Yahoo dan Facebook agar orang-orang mengenal dan tertarik untuk datang ke Victoria Boutique. Selain itu Victoria Boutique juga membuat website yang dapat di akses oleh siapapun melalui internet dengan alamat www.victoria.co.id.

Untuk membuka bisnis ini, Victoria Boutique membutuhkan Rp. 20,181,000 sebagai modal awal. Setelah menghitung biaya operasional dan asumsi pemasukan, cash flow Vistoria Boutique berjumlah Rp.

78,198,000 per tahunnya. Victoria Boutique hanya membutuhkan waktu 3 bulan untuk dapat mencapai Payback Period. Dengan kata lain; bisnis ini layak untuk dijalankan.

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TITLE PAGE

DECLARATION OF ORIGINALITY………...i

FRONT COVER OF THE BUSINESS PLAN…………...ii

APPROVAL PAGE………...iii

TABLE OF CONTENTS………..iv

ABSTRACT..………...v

EXECUTIVE SUMMARY………...vi

CHAPTER I. THE BACKGROUND……….1

CHAPTER II. MARKETING ASPECT………...7

CHAPTER III. OPERATIONAL ASPECT………...15

CHAPTER IV. HUMAN RESOURCES ASPECT………...21

CHAPTER V. FINANCIAL ASPECT………...27 BIBLIOGRAPHY

APPENDICES:

A.LOCATION MAP B.FLOOR PLAN

C.SAMPLE PICTURES OF VICTORIA BOUTIQUE’S COLLECTIONS

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CHAPTER I

BACKGROUND

1.1. Background of Business

Women, in accordance with their nature, always want to look beautiful and attractive, even when they are pregnant with their stomach shown enlarged. Many women who think it is difficult to look fashionable while pregnant, because during pregnancy, they will experience major changes that can alter their appearance (“Tampil Cantik dan Nyaman Saat Hamil” par. 1). Therefore, to meet their needs in appearance I am interested in opening a boutique.

There are many kinds of boutiques, such as clothes, shoes or jewelry boutiques. Ausbrooks defines boutique as follows.

Boutiques are small, highly specialized and fashionable stores that generally cater to a niche market. The word "boutique" means "shop" in French. Boutiques grow in popularity each year as people search for alternatives to mass- produced clothing and goods. (“About Boutiques” par. 1)

Boutiques have different target markets. Some provide products for children (girls or boys) and some for adults (men and/or women).

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Additionally, boutiques usually offer specialty goods. For example, women’s clothing boutiques offer daily clothes, office clothes, party clothes, or maternity clothes.

To fulfill pregnant women’s needs in fashion, I would like to open a maternity boutique. Even though a woman is pregnant, she can keep herself fashionable in appearance. Additionally, this boutique is something new and different from other boutiques. The purpose of this business is not only to get profit, but also to help pregnant women to find the clothes that suit their bodies.

The name of the boutique is “Victoria Boutique”. I choose the name because it is simple and interesting; it is easier for the customers to remember. The word “Victoria” is taken from “Victory”, which means win. “Victoria Boutique” (henceforth, VB), then, means a winning boutique that sells many kinds of maternity clothes. LaMarco states that ones should choose a name for their home business boutique which reflects the business well to make others know exactly what to expect from the boutique (par. 3). In other words, the name of a business will reflect the progress of the business itself. Therefore, what the progress that VB expected of this business is to be the win boutique in selling VB’s Products.

The location of VB is at Jalan Dr. Djunjunan number 143, and the site is on the lower ground floor of Bandung Trade Centre (henceforth, BTC). According to the Administrator of BTC, BTC is a trade center in the city of Bandung and the only shopping area in Jalan Pasteur. BTC is very

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crowded and strategic with a potential 3.5 million people in Bandung. Additionally, BTC provides online service to make the traders able to conduct transactions virtually, with internet facilities online 24 hours (“Bandung Trade Center” par. 1-5). Therefore, I choose this location. Besides this, the location really supports the business; the cost of rent is appropriate with budget. Moreover, I did an observation by visiting to BTC, and the result is there are a lot of people who come to BTC. They may buy some clothes for themselves or as a gift for their friends. Thus, my

boutique will have a potential market.

1.2. Unique Selling Preposition

The uniqueness of VB is that this boutique provides maternity clothes to fulfill pregnant women’s needs. The clothes are up-to-date, and the price is affordable for the middle to upper economic class. Its other uniqueness is it provides accessories to complement the appearance of pregnant women so that they do not have to look elsewhere for

accessories. Additionally, the customers can order the clothes if the size is out of stock or not available in the shop.

1.3. SWOT Analysis

SWOT is

Strengths, Weaknesses, Opportunities and Threats of business. SWOT is important to do to encourage the competitive marketing strategies. Kotler and Armstrong state that “competitive marketing strategies is strategies that strongly position the company

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against competitors and that give the company the strongest possible strategic advantage” (567). The SWOT analysis of VB is explained in the following.

1.3.1. Strengths

There are several strengths of VB business. First, VB is specifically a maternity boutique that sells maternity clothes in their varieties, from casual to formal models. Second, the clothes are available in three sizes, which are size A for women whose waist circumference is between 60-80cm, size B for women whose waist circumference is between 80-100cm, and size C for women whose waist circumference is between 100-120cm. Therefore, the customers can choose the clothes that fit their size. If the size out of stock or the customers need other model based on their desire, they can ask VB’s designer to design and make the clothes for them. The next strength is the owner has knowledge and experience in selling clothes. Also, the owner has friends who are distributors of clothes and material, moreover, she has good relationship with them; as the result, they can give good quality products at a lower price. Because of this, the boutique can sell products at affordable prices. If some products are not sold, VB’s supervisor (designer) can ask the distributor to replace them with new ones. Another strength is the cashiers and the shopkeepers also have knowledge about customer service and product selling that they get from the owner, who provides training for theme. The last strength is, VB also provides many accessories such as belts, necklaces, shawls, and

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vests to meet the pregnant and non pregnant women’s needs. As a result, if they buy some clothes in the boutique and then they need some

accessories, they do not have to go elsewhere because the boutique also provides many kinds of accessories.

1.3.2. Weaknesses

There are several weaknesses of this business. The first weakness of this business is the room that the boutique uses is quite small (20m2). It has limited space to display the products, to solve this problem VB display all products in the VB’s website. The second weakness is VB only

provides maternity clothes and accessories; consequently, the visitors who do not need maternity clothes and also the accessories, they will not be attracted to enter this boutique. Another weakness is the prices of the products depend on the prices of the materials, which means if the price of the materials increases, the price of VB’s products will also increase.

1.3.3. Opportunity

The opportunity that this business has is it will be a pioneer and famous maternity boutique in Bandung, especially in North Bandung, because, based on my survey, there are no boutiques that sell only maternity clothes. Many boutiques in Bandung offer maternity clothes, but it is not their specialty.

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1.3.4. Threats

One of the threats of this business is the existence of other boutiques in Bandung that provide some maternity clothes among their other products, such as “Look Boutique” in BTC. Another threat is there are a lot of online boutiques that sell maternity clothes and accessories, but it is not

necessary to worry about this threat because online boutiques have more weaknesses than VB does. Those weaknesses will make the customers hesitate to shop from them. The examples of their weaknesses are the materials or colors of the clothes that the online boutiques offer on the Internet pages may not be the same as expected or do not always match with the reality. The customers can be disappointed because they cannot see or try the clothes before purchasing. They can only see them on the web pages. Although some people know about web 3.0 that we can try the clothes by screen, they still cannot touch the material.

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EXECUTIVE SUMMARY

Nowadays, most women love going out wearing nice fashion styles, even when they are pregnant. To meet their needs in appearance I am interested in opening a boutique.

Victoria Boutique is the right place for pregnant women to find suitable clothes, with models and up-to-date designs. Additionally, customers can order clothes based on their needs and desires.

Victoria Boutique is located on the Lower Ground Floor B-3/10,

Bandung Trade Centre, Jalan Dr. Djunjunan, Bandung. Therefore, Victoria Boutique can be found easily by customers and on top of that, the

boutique has friendly shopkeepers who will welcome and assist the customers. For the customers’ orders (clothes ordered by customers based on their needs and desires), they will be handled by Victoria Boutique's designer.

The first target market of Victoria Boutique is the pregnant women with waist circumference from 60 until 120cm. The second target market is non-pregnant women who want to buy maternity clothes and accessories as gifts for pregnant women.

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initial investment. It has positive cash flow in all months even from the first month. Besides, Victoria Boutique needs approximately three months to reach its payback period. Moreover, the Net Present Value (NVP) that Victoria Boutique has is Rp14,645,750 which proves that this business is feasible to run.

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BIBLIOGRAPHY

Printed Sources

Chase, Richard B., F. Robert Jacobs, and Nicholas J. Aquilano. Operations Management for Competitive Advantage with Global Cases. 11thEd. New York: The McGraw-Hill Companies, Inc., 2007.

Cooke, Robert A., The McGraw-Hill 36-Hour Course in Finance for

Nonfinancial Managers. 2nded. New York: The McGraw-Hill Companies, Inc., 2004.

Gitman, Lawrence, J., Principles of Managerial Finance. 11thed. Boston: Pearson Education, Inc., 2006.

Hilton, Ronald W., Michael W. Maher, and Frank H. Selto. Cost Management: Strategies for Business Decisions. 2nded. New York: The McGraw-Hill Companies, Inc., 2003.

Kotler, Philip, and Gary Armstrong. Principles of Marketing. 10thed. New Jersey: Pearson Education, Inc., 2004.

Noe, Raymond A., et al. Human Resources Management: Gaining a

Competitive Advantage. 5thed. New York: Mc Graw-Hill Companies, Inc., 2006.

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Robbins, Stephen P. Organizational Behavior. 10thed. New Jersey: Pearson Education, Inc., 2003.

Electronic Sources

Administrator.“Bandung Trade Centre.” Gapuraprima.com. 05 May 2009. 26 March 2010

<http://www.gapuraprima.com/index.php?option=com_content&task= view&id=15&Itemid=48>.

Ausbrooks, Cindy.”About Boutiques.” ehow,Inc. 26 September 2009. 27 September 2009

<http://www.ehow.com/about_4623842_boutiques.html>.

LaMarco, Nicole.”How to Start a Home Business Boutique.” ehow,Inc. 2009-2010. 26 March 2010

<http://www.ehow.com/how_5011033_start-home-business-boutique.html>.

Londre, Larry Steven.“The Marketing Mix (4P’s) and the Nine P’s.” londremarketing.com. Los Angeles. 2009. 27 September 2009

<http://www.londremarketing.com/documents/Nineps05122009.pdf>. “Tampil Cantik dan Nyaman Saat Hamil.” Rmblitz. 25 June 2008. 26 March

2010.

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Maranatha Christian University vests to meet the pregnant and non pregnant women’s needs. As a result, if they buy some clothes in the boutique and then they need some

accessories, they do not have to go elsewhere because the boutique also provides many kinds of accessories.

1.3.2. Weaknesses

1.3.3. Opportunity

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1.3.4. Threats

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Maranatha Christian University