Ice Cloope Cafe : Ice Cream Fondue.
v
TABLE OF CONTENTS
TITLE PAGE……….i
DECLARATION OF ORIGINALITY……….…….ii
FRONT COVER OF THE BUSINESS PLAN……….iii
APPROVAL PAGE………iv
TABLE OF CONTENTS……….v
LIST OF TABLES………..vii LIST OF FIGURES………..viii
ABSTRACT………....ix
EXECUTIVE SUMMARY………...x CHAPTER I. THE BACKGROUND……….1-7 CHAPTER II. MARKETING ASPECT………8-14 CHAPTER III. OPERATIONAL ASPECT……….15-18 CHAPTER IV. HUMAN RESOURCES ASPECT……….19-25 CHAPTER V. FINANCIAL ASPECT……….…26-32 BIBLIOGRAPHY
APPENDICES
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vi APPENDIX 2: LOGO OF IC CAFÉ
APPENDIX 3: BROCHURE OF IC CAFÉ APPENDIX 4: SPECIAL CARD
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vii
LIST OF TABLES
TABLE 2.1 MENU OF IC CAFÉ TABLE 2.2 PRICE LIST
TABLE 2.3 KINDS OF PROMOTION
TABLE 4.1 THE SALARY OF EMPLOYEES TABLE 5.1 INITIAL INVESTMENT OF IC CAFE TABLE 5.2 CASH OUTFLOW IC CAFE
TABLE 5.3 CASH INFLOW OF IC CAFE TABLE 5.4 NET CASHFLOW OF IC CAFE TABLE 5.5 PAYBACK PERIOD OF IC CAFE TABLE 5.6 NPV OF IC CAFE
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viii
LIST OF FIGURES
FIGURE 3.1 SERVICE PROCESS OF IC CAFÉ
FIGURE 3.2 LAYOUT OF IC CAFÉ FIGURE 3.3 MAP OF IC CAFÉ
FIGURE 3.4 LOCATION OF IC CAFÉ IN PARAGON MALL FIGURE 4.1 ORGANIZATION STRUCTURE OF IC CAFÉ
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ABSTRACT
Proyek Akhir ini berupa rancangan bisnis yang dibuat dengan tujuan untuk mengembangkan ide bisnis yang nyata untuk dijalankan dan dapat menarik investor untuk menanamkan modalnya pada Ice Cloope.
Proyek akhir ini terdiri dari 5 bab. Pada bab I dijelaskan tentang alasan penulis membuat bisnis ini, gambaran dari bisnis ini, visi dan misi, kelebihan, kekurangan, kesempatan and ancaman dari luar maupun dari dalam. Bab II menjelaskan tentang aspek pemasaran, mulai dari strategi pemasaran yang berisi segmenting, targeting, positioning dan differentiation, marketing mix yang menjabarkan bauran pemasaran yaitu product, price, place atau promotion.
Bab III menjelaskan tentang proses pembuatan es krim fondue, proses pelayanan, gambar café, letak dan posisi café secara jelas. Bab IV
menjelaskan aspek sumber daya manusia yang berisi stuktur organisasi, penjelasan kerja, dan syarat menjadi pekerja di IC café. Bab V menjelaskan
aspek keuangan yang dikeluarkan dan yang didapat dari IC café. Investasi
awal membangun bisnis ini, pengeluaran dan pemasukan tiap bulannya, payback period, dan NPV. Adapun daftar pustaka yang menjelaskan sumber teori yang didapat dan lampiran yang berisi tampilan produk, logo, brosur dan kartu special dari Ice Cloope.
Setelah menganalisis rancangan bisnis ini dari segi pemasaran, sumber daya manusia, operasional, dan keuangan, bisnis ini layak untuk dijalankan dan akan menguntungkan terutama bagi para investor yang menanamkan modalnya pada Ice Cloope.
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x
Executive Summary
Ice Cloope is the new innovation of ice cream for ice lovers in Semarang. Ice Cloope offers different way of consuming ice cream with three amazing tastes of fondue in a cozy café with music and high-speed internet. Ice Cloope is portion of balls of frozen ice cream and some toppings such as fruits and snacks which are placed in the different plates and be served with the fondue in the pot. The way of consuming the ice cream is the customers dip the ice cream into the fondue. Ice Cloope is located in Paragon Mall, Pemuda street no 118, Semarang.
Ice Cloope’s goal is to provide the best product which gives freshness and healthiness because we use low-fat milk and fresh product, and the best service which is fast and friendly so that Ice Cloope can be an entertaining and comfortable café where people can hang out together.
This business plan is prepared to obtain financing in amount of
Rp91,995,800. The supplemental financing is required for building renovation, purchasing equipment, and promotions during the first year. Ice Cloope is profitable business to be run. It can be seen from the expected first year profit is Rp134,383,000. This financing will allow Ice Cloope to successfully open and maintain operations. Successful operation in the first year will provide
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Ice Cloope with a customer base that will allow it to be self sufficient in next year. Moreover, Ice only needs one year and five months to get the payback from initial investment. By having those advantages, business of Ice Cloope will be able to gain high profit.
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Maranatha Chri stian University
CHAPTER I
THE BACKGROUND
1.1 Background of the business
Ice cream is a famous kind of dessert that has been known by people over the world. Almost all ages from children to old people love ice cream. Based on the article of Best Ice Cream Maker Reviews, it is stated that “There is not a single soul in this world who would say that he or she does not like ice cream. Ice cream is adored by almost everyone. Irrespective of age group, ice cream is enjoyed and loved by people all over” (par. 1).
Nowadays, ice cream is not only served for dessert after having main course meal, but it also has become kinds of beverage that everyone can consume anywhere and anytime. Because of that, people create a business which sells ice cream only. Some of them open in the small stand in the malls and the others open in larger and cozy places. They sell ice cream with delicious taste and create various flavors to attract the customers to buy their ice cream.
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Maranatha Chri stian University Generally, ice cream cafés only focus on creating new tastes of ice cream to attract the customers. People usually consume ice cream directly when it has been served or consume it with some toppings either in or on the ice cream. Therefore, I want to create a business of ice cream café which is different and can be enjoyed by everyone. My business offers a different way of consuming ice cream because the customers need to dip the ice cream into the fondue before they consume it. My business is Ice Cream Fondue. Based on the article of Chocolate Fondue Sets 66, it is explained that “The word “fondue” comes from the French word fondre, meaning to melt” (par. 2). In my business, fondue is the sauce which covers the ice cream and is placed in a pot.
My business will be located in Paragon Mall, Pemuda no 118 Semarang, Central Java. The reason for choosing Semarang is because first, Semarang is a hot city. It is truly stated in article Semarang Weather and Climate that, “Many locals in Java refer to Semarang as the 'hot city', due to its especially sunny weather and fine climate” (par. 1). Therefore, ice cream is demanded
especially during hot days. Second, I choose Paragon because it is a new mall in Semarang. Besides, Paragon is near a university, a school, and some offices.
The name of my ice cream café is Ice Cloope. The word Cloope must be
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Maranatha Chri stian University celup. This name is based on the way the customers consume this ice cream fondue. They dip the ice cream into the fondue.
1.2 About the business
Ice Cloope is portion of balls of frozen ice cream and some toppings such
as fruits and snacks, which are placed in the different plates, and be served with the fondue in the pot. Then, the ice cream is dipped into the fondue. Ice Cloope (henceforth, IC) provides three kinds of fondue.
Chocolate
It is an ingredient which is very popular in the flavor of candy, cake, jam, cookies, milk, and even ice cream. It is clearly stated in an article For The Best Chocolate Recipes and Ideas For Cooking With
Chocolate, “It's for those who know that chocolate is just about the planet's favorite ingredient. From children to elders, from gourmets to gourmands. Yes, even you and definitely me” (par. 2).
Yoghurt
Yoghurt has unique sour and sweet taste. Besides, it also has many good nutrients for the body. Julene Tripp Weaver explains that, “Yoghurt is rich in potassium, calcium, protein and B vitamins, including B-12” (par. 1).
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Maranatha Chri stian University Honey
Honey has great taste and a lot of benefits for health.“Honey’s
antioxidant and anti-bacterial properties can help improve digestive system and help you stay healthy and fight disease” (“Health Benefits of Honey” par. 3).
IC has 3 size portions of ice cream fondue. The small size is for one
person, the medium size is for two persons and the big size is enough for four persons. Thus, the customers can enjoy it together with their friends or
members of family.
IC will design the café with wallpapers, seats, tables, and decorations as
comfortable as possible. Hence, the customers can feel relaxed and enjoy the atmosphere of the café. Besides, IC also provides magazines, audio music
and free hotspot with high-speed access as its facilities.
1.3 Vision and mission statement
In an article of Vision Statement, Susan Ward explains that "a vision statement is sometimes called a picture of your company in the future but it’s so much more than that. Your vision statement is your inspiration, the
framework for all your strategic planning” (par. 1). IC has a vision which is to
be the most favorite ice cream café in Semarang for people to hang out. “A Mission Statement is the starting point for designing jobs, establishing the company structure, and plotting its competitive strategy” (Norman and
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Maranatha Chri stian University Thomas 85). The mission of IC is giving the best product and service for the
customers. IC guarantees that the product is made of fresh and fine quality. In addition, IC gives fast and friendly service to satisfy the customers.
1.4 SWOT Analysis
SWOT stands for Strength, Weakness, Opportunity, and Threat. Based on an article entitled Strategic Management, SWOT Analysis is “a scan of the internal and external environment strategic planning process” (par.1). The internal factors usually can be classified as strengths (S) or weaknesses (W), and the external analysis can be classified as opportunities (O) or threats (T). SWOT Analysis can help IC to make an action plan to build on its strength
and opportunity and correct its weakness and threat.
1.4.1. Strength
The first internal factor is strength. Strength is “positive internal factors that contribute to accomplishment of objectives” (Norman and Thomas 88). IC has
more strength than other ice cream cafés in Semarang. First, IC biggest
portion of ice cream fondue is enough for four persons. Meanwhile, the other ice cream cafés only provide a portion of ice cream for one and two persons. Second, IC has more choices of fondue. The sauces are chocolate,
yoghurt, and honey. On the other hand, some ice cream cafes only provide chocolate as fondue or they even do not have any fondue.
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Maranatha Chri stian University Third, IC offers self-service to the customers. They can choose their favorite toppings and kinds of fondue. They also dip the ice cream into the fondue by themselves. In some ice cream places, the ice cream has been dipped into chocolate fondue by the waiter or waitress.
Additionally, IC uses low-fat milk for the ice cream and fresh fruits which are healthy. In Semarang, only a few of ice cream cafés which use low-fat milk for their ice cream.
1.4.2. Weakness
The second internal factor is weakness. Weakness is “negative internal factor that inhibit the accomplishment of the objective” (Norman and Thomas 88).The weakness of IC is the product cannot be taken away. The ice cream
can melt fast and it takes time to bring it home. In addition, the chocolate fondue has to be heated to keep it always melt and fresh.
1.4.3. Opportunity
The first external analysis is opportunity. Opportunity is “positive external options the firm could employ to accomplish its objectives” (Norman and Thomas 90). The first opportunity of IC is ice cream is very demanded in
Semarang. It is because the weather is hot in Semarang, especially in the afternoon. People often refresh themselves by consuming ice cream. The
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Maranatha Chri stian University second opportunity is IC will open another branch which has larger and cozy
place if this business has been successful and gain a lot of profit.
1.4.4. Threat
The second external factor is threat. Threat is “negative external forces that inhibit the firm’s ability to achieve its objectives” (Norman and Thomas 90). The threat of IC is there are many ice cream cafes which are still to be customer’s favorite in Semarang for example Pelangi, Florian, Baskin Robbin, and Flamingo. However, Pelangi and Florian are the real competitors for IC
café. Pelangi has large and cozy places for the customers to hang out. Meanwhile, Florian has many variants of ice cream.
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Maranatha Chri stian University
BIBLIOGRAPHY
Printed Sources
Fry, Fred L., Charles R. Stoner, and Richard E. Hattwick. Business. New York: McGraw-Hill, 2004.
Megginson, William L., Mary Jane B., and Leon C. Megginson. Small Business Management. New York: Craig S. Beytien, 2001.
Scarborough, Norman. M and Thomas W. Zimmerer. Effective Small Business Management. New York: Macmillan, 2001.
Electronic Sources
Berry, Tim. “The Power of Product Positioning.” 7 June 2009. mplans.com. 28 March 2010 <http://articles.mplans.com/the-power-of-product positioning/>
“Chocolate Fondue Sets 66.” 2009. hubpages.com. 6 March 2010 <http://hubpages.com/hub/Chocolate-Fondue-Sets>
Delp, Valorie. “Ice Cream Ball Fondue.” 6 February 2008. families.com. 6 March 2010 <http://food.families.com/blog/ice-cream-ball-fondue> Deshmukh, Ujwal. “Best Ice Cream Maker Reviews.” 2010. buzzle.com.
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Maranatha Chri stian University 11 March 2010 <http://www.buzzle.com/articles/ice-cream-maker-reviews- best-ice-cream-makers.html>
Downhome, Patricia L. “Ice cream is the answer for a hot summer day.” 7 June 2010. star-telegram.com. 9 June 2010 <http://www.star-
telegram.com/2010/06/07/2244937/ice-cream-is-the-answer-for-a.html> “For The Best Chocolate Recipes and Ideas for Cooking With Chocolate.” 2006. Best Chocolate Recipes Online. 6 March 2010 <http://www.best- chocolate-recipes-online.com/>
“Health Benefits of Honey.” 2006. benefits-of-honey.com. 11 March 2010 <http://www.benefits-of-honey.com/health-benefits-of-honey.html>
“Ice Cream Fondue.” 15 November 2008. blogspot.com. 16 December 2010 <http://ryanmarks.blogspot.com/>
“Market Segmentation.” 2010. netmba.com. 28 March 2010 <http://www.netmba.com/marketing/market/segmentation/>
“NPV-Net Present Value.” 2009. thinkanddone.com. 6 December 2010 <http://finance.thinkanddone.com/npv.html>
“Organization Structure.” 2010. answer.com. 6 December 2010 <http://www.answers.com/topic/organizational-structure> “Payback Period.” 2010. solutionmatrix.com. 6 December 2010 <http://www.solutionmatrix.com/payback-period.html
“Semarang Weather and Climate.” 2010. world-guides.com. 26 May 2010 <http://www.semarang.world-guides.com/semarang_weather.html>
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Maranatha Chri stian University “Standar Gaji Bagi Fresh Graduate (SMA, DIII & S1).” 24 January 2008. wordpress.com. 6 December 2010 <http://kanadianto.wordpress.com /2008/01/24/standar-gaji-bagi-fresh-graduate-sma-diii-s1/>
“Strategic Management.” 2010. quickmba.com. 28 October 2010 <http://www.quickmba.com/strategy/swot/>
“Upah Minimum Regional.” 12 January 2009. allow.wordpress.com. 6 December 2010 <http://allows.wordpress.com/2009/01/12/informasi- upah-minimum-regional-umr/>
Ward, Susan. “Vision Statement.” 2010. about.com. 28 October 2010 <http://sbinfocanada.about.com/od/businessplanning/g/
visionstatement.htm>
Weaver, Julene Tripp. “Health Benefits of Yoghurt.” 24 September 2007. leaflady.org. 11 March 2010 <http://www.leaflady.org/yoghurt.htm>
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Maranatha Chri stian University
Thomas 85). The mission of IC is giving the best product and service for the
customers. IC guarantees that the product is made of fresh and fine quality. In addition, IC gives fast and friendly service to satisfy the customers.
1.4 SWOT Analysis
SWOT stands for Strength, Weakness, Opportunity, and Threat. Based on an article entitled Strategic Management, SWOT Analysis is “a scan of the internal and external environment strategic planning process” (par.1). The internal factors usually can be classified as strengths (S) or weaknesses (W), and the external analysis can be classified as opportunities (O) or threats (T). SWOT Analysis can help IC to make an action plan to build on its strength
and opportunity and correct its weakness and threat.
1.4.1. Strength
The first internal factor is strength. Strength is “positive internal factors that contribute to accomplishment of objectives” (Norman and Thomas 88). IC has
more strength than other ice cream cafés in Semarang. First, IC biggest
portion of ice cream fondue is enough for four persons. Meanwhile, the other ice cream cafés only provide a portion of ice cream for one and two persons. Second, IC has more choices of fondue. The sauces are chocolate,
yoghurt, and honey. On the other hand, some ice cream cafes only provide chocolate as fondue or they even do not have any fondue.
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6
Maranatha Chri stian University
Third, IC offers self-service to the customers. They can choose their favorite toppings and kinds of fondue. They also dip the ice cream into the fondue by themselves. In some ice cream places, the ice cream has been dipped into chocolate fondue by the waiter or waitress.
Additionally, IC uses low-fat milk for the ice cream and fresh fruits which are healthy. In Semarang, only a few of ice cream cafés which use low-fat milk for their ice cream.
1.4.2. Weakness
The second internal factor is weakness. Weakness is “negative internal factor that inhibit the accomplishment of the objective” (Norman and Thomas 88).The weakness of IC is the product cannot be taken away. The ice cream
can melt fast and it takes time to bring it home. In addition, the chocolate fondue has to be heated to keep it always melt and fresh.
1.4.3. Opportunity
The first external analysis is opportunity. Opportunity is “positive external
options the firm could employ to accomplish its objectives” (Norman and Thomas 90). The first opportunity of IC is ice cream is very demanded in
Semarang. It is because the weather is hot in Semarang, especially in the afternoon. People often refresh themselves by consuming ice cream. The
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7
Maranatha Chri stian University
second opportunity is IC will open another branch which has larger and cozy
place if this business has been successful and gain a lot of profit.
1.4.4. Threat
The second external factor is threat. Threat is “negative external forces that inhibit the firm’s ability to achieve its objectives” (Norman and Thomas 90). The threat of IC is there are many ice cream cafes which are still to be customer’s favorite in Semarang for example Pelangi, Florian, Baskin Robbin, and Flamingo. However, Pelangi and Florian are the real competitors for IC
café. Pelangi has large and cozy places for the customers to hang out. Meanwhile, Florian has many variants of ice cream.
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Maranatha Chri stian University
BIBLIOGRAPHY
Printed Sources
Fry, Fred L., Charles R. Stoner, and Richard E. Hattwick. Business. New York: McGraw-Hill, 2004.
Megginson, William L., Mary Jane B., and Leon C. Megginson. Small Business Management. New York: Craig S. Beytien, 2001.
Scarborough, Norman. M and Thomas W. Zimmerer. Effective Small Business Management. New York: Macmillan, 2001.
Electronic Sources
Berry, Tim. “The Power of Product Positioning.” 7 June 2009. mplans.com.
28 March 2010 <http://articles.mplans.com/the-power-of-product positioning/>
“Chocolate Fondue Sets 66.” 2009. hubpages.com. 6 March 2010
<http://hubpages.com/hub/Chocolate-Fondue-Sets>
Delp, Valorie. “Ice Cream Ball Fondue.” 6 February 2008. families.com.
6 March 2010 <http://food.families.com/blog/ice-cream-ball-fondue> Deshmukh, Ujwal. “Best Ice Cream Maker Reviews.” 2010. buzzle.com.
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Maranatha Chri stian University
11 March 2010 <http://www.buzzle.com/articles/ice-cream-maker-reviews- best-ice-cream-makers.html>
Downhome, Patricia L. “Ice cream is the answer for a hot summer day.”
7 June 2010. star-telegram.com. 9 June 2010 <http://www.star-
telegram.com/2010/06/07/2244937/ice-cream-is-the-answer-for-a.html>
“For The Best Chocolate Recipes and Ideas for Cooking With Chocolate.”
2006. Best Chocolate Recipes Online. 6 March 2010 <http://www.best- chocolate-recipes-online.com/>
“Health Benefits of Honey.” 2006. benefits-of-honey.com. 11 March 2010
<http://www.benefits-of-honey.com/health-benefits-of-honey.html>
“Ice Cream Fondue.” 15 November 2008. blogspot.com. 16 December 2010
<http://ryanmarks.blogspot.com/>
“Market Segmentation.” 2010. netmba.com. 28 March 2010
<http://www.netmba.com/marketing/market/segmentation/>
“NPV-Net Present Value.” 2009. thinkanddone.com. 6 December 2010
<http://finance.thinkanddone.com/npv.html>
“Organization Structure.” 2010. answer.com. 6 December 2010
<http://www.answers.com/topic/organizational-structure>
“Payback Period.” 2010. solutionmatrix.com. 6 December 2010
<http://www.solutionmatrix.com/payback-period.html
“Semarang Weather and Climate.” 2010. world-guides.com. 26 May 2010
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Maranatha Chri stian University “Standar Gaji Bagi Fresh Graduate (SMA, DIII & S1).” 24 January 2008. wordpress.com. 6 December 2010 <http://kanadianto.wordpress.com /2008/01/24/standar-gaji-bagi-fresh-graduate-sma-diii-s1/>
“Strategic Management.” 2010. quickmba.com. 28 October 2010
<http://www.quickmba.com/strategy/swot/>
“Upah Minimum Regional.” 12 January 2009. allow.wordpress.com.
6 December 2010 <http://allows.wordpress.com/2009/01/12/informasi- upah-minimum-regional-umr/>
Ward, Susan. “Vision Statement.” 2010. about.com. 28 October 2010
<http://sbinfocanada.about.com/od/businessplanning/g/ visionstatement.htm>
Weaver, Julene Tripp. “Health Benefits of Yoghurt.” 24 September 2007.