Ryusan Shop: A Business Plan.
ABSTRACT
Perkembangan dunia fashion saat ini semakin pesat, terutama dalam
hal pakaian dan aksesoris wanita (tas, sepatu, perhiasan). Pesatnya
perkembangan di dunia fashion, antara lain didukung dengan
pertumbuhan bisnis butik online melalui Internet, termasuk di Indonesia.
Hampir di seluruh jejaring sosial seperti Facebook, Friendster dan Twitter,
dapat dijumpai banyak butik yang menjual produk mereka secara online.
Oleh karena itu penulis berminat membuka bisnis butik online ini dengan
nama Ryu-San Shop.
Keuntungan dari bisnis butik online adalah rendahnya modal awal yang
diperlukan, dan tidak memerlukan tempat untuk memajang produk,
berbeda halnya dengan butik konvensional yang membutuhkan tempat
untuk memajang produk. Kelemahan dari butik online ini adalah tidak
semua orang dapat mengakses butik mereka. Hanya pelanggan yang
sudah memiliki jaringan Internet dan terhubung dengan situs tertentu yang
dapat mengakses butik mereka. Tapi dengan kelemahan atau
keterbatasan tersebut, tidak menghalangi perkembangan butik online di
Indonesia. Hal ini terbukti dengan semakin bertambahnya jumlah butik
yang menjual produk mereka secara online.
Business plan yang telah dirancang akan memaparkan gambaran RyuSan Shop, mulai dari detil tampilan online, stok barang yang akan
dipromosikan, daftar harga, serta disain dan daftar pilihan baju, aksesoris
maupun fashion item lain yang dapat menarik minat konsumen. Dalam
proyek ini dilampirkan pula penjabaran modal awal yang dibutuhkan,
pendapatan potensial per bulan, serta struktur organisasi yang ideal untuk
memulai bisnis ini.
Ryu-San Shop cukup cepat dalam mencapai payback period yaitu
hanya dalam waktu kurang lebih 6 bulan saja. Sedangkan untuk net
present value (NPV) dari bisnis online butik ini bernilai positif karena dari
payback period dan NPV tersebut bisnis ini layak untuk dijalankan.
vii
Maranatha Christian University
EXECUTIVE SUMMARY
One kind of the online businesses that start to grow in Indonesia is
online boutiques, which offer and provide people with information and
media to buy clothes, bags, shoes, and accessories. Ryu-San shop sells
and promotes its products online, for example at network communities like
Facebook and Friendster, which can be a very potential business to run
because many people can see the products of the boutiques online. To
make this business different from other online boutiques, Ryu-San shop
plans to add customer-designed models as unique selling proposition.
The prospect of the business is promising. We can see that the
percentage of online shopping is up every year, and people, especially
young ones, want more viable option to satisfy their need for fashion, with
more efficiency.
Ryu-San Shop buys its products from suppliers; it does not need
employees to do its operational activities. Ryu-San Shop uses tailor
partners for its “customer-designed” clothes, where the designs and
material specifications from the customers are sent to tailor partners for
them to sew, with an agreement about the cost and profit for the tailors.
viii
Maranatha Christian University
Ryu-San Shop achieves its payback period in six months and ten
days. The net present value of Ryu-San shop has already got the positive
value
in seven months which is Rp 1,133,013. Ryu-San Shop is a very attractive
business, because the initial investment is low, only Rp 14,350,000, but
the profit is high, Rp 2,267,500 per month or Rp 27,210,000 per year. By
the first year, Ryu-San Shop covers its initial investment, and gains profit
of Rp 2,860,000. The NPV for Ryu-San Shop is above zero, which means
this business is feasible.
ix
Maranatha Christian University
TABLE OF CONTENTS
TITLE PAGE................................................................................................ i
DECLARATION OF ORIGINALITY ..…………………………………………ii
FRONT COVER OF BUSINESS PLAN ……………………………………. iii
APPROVAL PAGE ……………………………………………………………. iv
TABLE OF CONTENTS………………………………………………………..v
ABSTRACT ……………………………………………………………………. vii
EXECUTIVE SUMMARY …………………………………………………… viii
CHAPTER I. THE BACKGROUND…………………………………………... 1
CHAPTER II. MARKETING ASPECT…………………………………........ 6
CHAPTER III. OPERATIONAL ASPECT ……………………………...........11
CHAPTER IV. HUMAN RESOURCES ASPECT……………………..........16
CHAPTER V. FINANCIAL ASPECT ………………………………………. 20
BIBLIOGRAPHY
APPENDICES:
v
Maranatha Christian University
APPENDIX 1. STYLE TOP
APPENDIX 2. TRENDY FASHION
APPENDIX 3. CASUAL GIRLS
APPENDIX 4. LV COSMIC BLOSSOM
APPENDIX 5. LV NEVERFULL GEISHA MONOGRAM
APPENDIX 6. LV ALMA MULTICOLOR
vi
Maranatha Christian University
CHAPTER 1
THE BACKGROUND
1.1 Background of the Study
In this modern age, many forms of communications and
transactions take place on the Internet. The rapid development of many
social sites provide people with a new and exciting way to interact with
others. Not only for daily business interactions, businesses have
evolved from conventional markets where sellers and buyers meet, to
online markets, where the transactions between buyers and sellers are
done just in one click by using the Internet. According to Leo
Development, nowadays, Internet has become an inseparable part of
human life, including in business (“Pentingnya Website/Toko Online di
Era Global Tahun 2010” par.2). Considering this, I am interested in
opening an online business, which is an online boutique that sells
clothes and bags for women.
There are four main reasons that I take into considerations on
elaborating the positive aspects of online boutiques. The first reason
why I am interested in opening an online boutique is because there has
been a change in the way of people buying clothes, besides the
development of fashion business in the society. From my observation
1
Maranatha Christian University
of the people living in big cities, such as Jakarta and Bandung, their
lifestyles are affected by the lifestyle of people in other countries, such
as USA and Japan; therefore, they try to keep up with the latest fashion
as fast as they can. For them, the Internet would be the best media to
fulfill their need of knowing the latest fashion.
The second reason is one kind of the online businesses that start
growing in Indonesia is online boutiques, which inform and provide
people with the latest clothes, bags, shoes, and accessories, and give
them the opportunity to have a more efficient transaction. There are
many boutiques that sell and promote their products online, for example
at network communities like Facebook and Friendster. It makes the
rapid development in fashion in Indonesia, which can be a potential
business to run because many people can see the products of the
boutiques online.
The next reason is found from a survey I did by sending out
questionnaires to 197 of my female friends around Indonesia using
Facebook, and 110 persons (56%) of them replied. I found out that
many of the respondents like and often buy clothes, bags, shoes, and
accessories, through the Internet. Some additional data from the
Internet state that there is a rapid development of online shops all over
Indonesia. In 2010, it is noted that there are more than 450 online
shops we could find. ("Pentingnya Website/Toko Online di Era Tahun
2010” par. 3).
2
Maranatha Christian University
The fourth reason is that the online boutique’s initial investment is
only less than Rp 15,000,000, which is another factor as to why this is
an ideal business to run. The prospect for this business is great,
because It uses the Internet as its marketing media. it can market its
products with low cost. Other than that, this business does not need a
place like conventional boutiques. The transactions can be done
everywhere as long as there is an Internet connection.
By having the above considerations, I plan to open an online
boutique, which sells clothes and bags for women. The reason I choose
to sell clothes and bags for women is that, comparing to men, women
are more spendthrift on buying clothes and bags. Therefore, because
there are many clothes and bags suppliers in Bandung, for example:
Butik Tas, Caramel, Terminal Tas etc. It is easy to get the newest
model of clothes and bags. By using the Internet, I can market my
products with low price. To make this business different from other
online boutiques, I plan to add “customer designed models” as my
unique selling proposition.
The name for my boutique is Ryu-San Shop (henceforth, RSS).
This name is taken from the owner’s nickname, which is “San”, and the
name of one of the characters in the game “Ninja Gaiden”, Ryu
Hayabusa. The reason why I choose this character is because he is my
favorite character in the game. Therefore, I use his first name as my
nickname, and also as my online boutique’s name.
3
Maranatha Christian University
Due to the fact this is an online boutique, it does not need a fixed
location as the center for its activities. All transactions are done online.
For the shipment, RSS uses delivery service by providers such as TIKI,
JNF, and DHL. Ryu-San Shop’s main target market is women between
15 to 26 years old, because in that range of age, women usually want
to show themselves off to their community, and one of the ways to do it
is to wear clothes and bags that are up to date.
1.2 SWOT Analysis
The strengths of RSS are its high quality materials and finished goods,
and its uniqueness in the customer-designed clothing option. Customerdesigned clothing option means that the customers can order RSS to
make clothes with the customers’ own design. The customers can use one
of RSS models, or they can use their own new model. RSS uses high
quality materials for its clothes, such as chiffon, silk, and cotton, and with
selling prices varies for each cloth. RSS does its activities online 24-hour a
day; the customers can order anytime they want.
The weakness of RSS is that because the customers can only see the
pictures of the models online, they might be disappointed with the actual
product if it does not meet their expectation. Because RSS uses delivery
service for sending its customers’ order, there is a probability that the
shipment is delayed or having delivery problems. Therefore, RSS needs to
always confirm the shipments with the delivery service and the customers.
4
Maranatha Christian University
If there were any complaint regarding the quality, RSS would exchange
the products with the ones that could meet customer’s expectations.
The opportunity for RSS is that some people are sometimes reluctant
to go to the conventional boutiques to buy clothes and bags. It is often
caused by their busy schedules which sometimes make it impossible for
them to actually find a spare time cruising the mall, surveying stores after
stores. By using the Internet as a media, RSS offers the convenience for
these people to buy the products without even going outside their home.
RSS also offers the convenience for working people, especially women,
who want to buy clothes, bags, shoes, accessories, etc, but do not have
enough time to go to the conventional boutiques because they are
occupied with their works.
The threats for RSS are that some people like to hang out to enjoy their
free times. Most of them use their free times by gathering to talk or to eat,
or by shopping. Thus, it can reduce the chances of them buying clothes
and bags online. Other than that, people who are familiar with online
business are the ones who live in big cities where Internet network is
available. People who live in cities with no Internet network, therefore, are
still not familiar with online business. The other threat of this business is
the competitors in this business, which are conventional boutiques and
other online boutiques.
Based on the facts discussed above, I decided to start my online
boutique business. I believe that this business is a very profitable business
because it only needs small amount of money to invest.
5
Maranatha Christian University
BIBLIOGRAPHY
Printed Sources
Assael, Henry. Consumer Behaviour and Marketing Action. 6th Edition.
New York: Thomson, 2003.
Kotler, Philip. Marketing Management 2. 11th Edition. New Jersey: Prentice
Hall, 2002.
Sundjaja, Ridwan, and Inge Berlian. Manajemen Keuangan 2. Bandung:
Literata Lintas Media, 2003.
Electronic Sources
“Cash Inflow and Cash Outflow”. 2011. 7 August 20011.
http://improvemybusiness.com/hk/edu/class/htm241/
Kotler, Philip. “Marketing Management 2.” May 2002. March 19th 2010.
http/www.citehr.com/reasearch.php
“Marketing Mix”. 2011. 6 August 2011.
http://marketingteacher.com/lesson/c.htm
“Pentingnya Website/Toko Online di Era Global Tahun 2010” 8
October 2009.December 12 2009. http://www.leodevelopment.com/
Waters, Shari. “Cash Flow” Feb 2011. August 3th 2011.
http://retail.about.com/od/glossary/g/cashflowanal.htm
Maranatha Christian University
Perkembangan dunia fashion saat ini semakin pesat, terutama dalam
hal pakaian dan aksesoris wanita (tas, sepatu, perhiasan). Pesatnya
perkembangan di dunia fashion, antara lain didukung dengan
pertumbuhan bisnis butik online melalui Internet, termasuk di Indonesia.
Hampir di seluruh jejaring sosial seperti Facebook, Friendster dan Twitter,
dapat dijumpai banyak butik yang menjual produk mereka secara online.
Oleh karena itu penulis berminat membuka bisnis butik online ini dengan
nama Ryu-San Shop.
Keuntungan dari bisnis butik online adalah rendahnya modal awal yang
diperlukan, dan tidak memerlukan tempat untuk memajang produk,
berbeda halnya dengan butik konvensional yang membutuhkan tempat
untuk memajang produk. Kelemahan dari butik online ini adalah tidak
semua orang dapat mengakses butik mereka. Hanya pelanggan yang
sudah memiliki jaringan Internet dan terhubung dengan situs tertentu yang
dapat mengakses butik mereka. Tapi dengan kelemahan atau
keterbatasan tersebut, tidak menghalangi perkembangan butik online di
Indonesia. Hal ini terbukti dengan semakin bertambahnya jumlah butik
yang menjual produk mereka secara online.
Business plan yang telah dirancang akan memaparkan gambaran RyuSan Shop, mulai dari detil tampilan online, stok barang yang akan
dipromosikan, daftar harga, serta disain dan daftar pilihan baju, aksesoris
maupun fashion item lain yang dapat menarik minat konsumen. Dalam
proyek ini dilampirkan pula penjabaran modal awal yang dibutuhkan,
pendapatan potensial per bulan, serta struktur organisasi yang ideal untuk
memulai bisnis ini.
Ryu-San Shop cukup cepat dalam mencapai payback period yaitu
hanya dalam waktu kurang lebih 6 bulan saja. Sedangkan untuk net
present value (NPV) dari bisnis online butik ini bernilai positif karena dari
payback period dan NPV tersebut bisnis ini layak untuk dijalankan.
vii
Maranatha Christian University
EXECUTIVE SUMMARY
One kind of the online businesses that start to grow in Indonesia is
online boutiques, which offer and provide people with information and
media to buy clothes, bags, shoes, and accessories. Ryu-San shop sells
and promotes its products online, for example at network communities like
Facebook and Friendster, which can be a very potential business to run
because many people can see the products of the boutiques online. To
make this business different from other online boutiques, Ryu-San shop
plans to add customer-designed models as unique selling proposition.
The prospect of the business is promising. We can see that the
percentage of online shopping is up every year, and people, especially
young ones, want more viable option to satisfy their need for fashion, with
more efficiency.
Ryu-San Shop buys its products from suppliers; it does not need
employees to do its operational activities. Ryu-San Shop uses tailor
partners for its “customer-designed” clothes, where the designs and
material specifications from the customers are sent to tailor partners for
them to sew, with an agreement about the cost and profit for the tailors.
viii
Maranatha Christian University
Ryu-San Shop achieves its payback period in six months and ten
days. The net present value of Ryu-San shop has already got the positive
value
in seven months which is Rp 1,133,013. Ryu-San Shop is a very attractive
business, because the initial investment is low, only Rp 14,350,000, but
the profit is high, Rp 2,267,500 per month or Rp 27,210,000 per year. By
the first year, Ryu-San Shop covers its initial investment, and gains profit
of Rp 2,860,000. The NPV for Ryu-San Shop is above zero, which means
this business is feasible.
ix
Maranatha Christian University
TABLE OF CONTENTS
TITLE PAGE................................................................................................ i
DECLARATION OF ORIGINALITY ..…………………………………………ii
FRONT COVER OF BUSINESS PLAN ……………………………………. iii
APPROVAL PAGE ……………………………………………………………. iv
TABLE OF CONTENTS………………………………………………………..v
ABSTRACT ……………………………………………………………………. vii
EXECUTIVE SUMMARY …………………………………………………… viii
CHAPTER I. THE BACKGROUND…………………………………………... 1
CHAPTER II. MARKETING ASPECT…………………………………........ 6
CHAPTER III. OPERATIONAL ASPECT ……………………………...........11
CHAPTER IV. HUMAN RESOURCES ASPECT……………………..........16
CHAPTER V. FINANCIAL ASPECT ………………………………………. 20
BIBLIOGRAPHY
APPENDICES:
v
Maranatha Christian University
APPENDIX 1. STYLE TOP
APPENDIX 2. TRENDY FASHION
APPENDIX 3. CASUAL GIRLS
APPENDIX 4. LV COSMIC BLOSSOM
APPENDIX 5. LV NEVERFULL GEISHA MONOGRAM
APPENDIX 6. LV ALMA MULTICOLOR
vi
Maranatha Christian University
CHAPTER 1
THE BACKGROUND
1.1 Background of the Study
In this modern age, many forms of communications and
transactions take place on the Internet. The rapid development of many
social sites provide people with a new and exciting way to interact with
others. Not only for daily business interactions, businesses have
evolved from conventional markets where sellers and buyers meet, to
online markets, where the transactions between buyers and sellers are
done just in one click by using the Internet. According to Leo
Development, nowadays, Internet has become an inseparable part of
human life, including in business (“Pentingnya Website/Toko Online di
Era Global Tahun 2010” par.2). Considering this, I am interested in
opening an online business, which is an online boutique that sells
clothes and bags for women.
There are four main reasons that I take into considerations on
elaborating the positive aspects of online boutiques. The first reason
why I am interested in opening an online boutique is because there has
been a change in the way of people buying clothes, besides the
development of fashion business in the society. From my observation
1
Maranatha Christian University
of the people living in big cities, such as Jakarta and Bandung, their
lifestyles are affected by the lifestyle of people in other countries, such
as USA and Japan; therefore, they try to keep up with the latest fashion
as fast as they can. For them, the Internet would be the best media to
fulfill their need of knowing the latest fashion.
The second reason is one kind of the online businesses that start
growing in Indonesia is online boutiques, which inform and provide
people with the latest clothes, bags, shoes, and accessories, and give
them the opportunity to have a more efficient transaction. There are
many boutiques that sell and promote their products online, for example
at network communities like Facebook and Friendster. It makes the
rapid development in fashion in Indonesia, which can be a potential
business to run because many people can see the products of the
boutiques online.
The next reason is found from a survey I did by sending out
questionnaires to 197 of my female friends around Indonesia using
Facebook, and 110 persons (56%) of them replied. I found out that
many of the respondents like and often buy clothes, bags, shoes, and
accessories, through the Internet. Some additional data from the
Internet state that there is a rapid development of online shops all over
Indonesia. In 2010, it is noted that there are more than 450 online
shops we could find. ("Pentingnya Website/Toko Online di Era Tahun
2010” par. 3).
2
Maranatha Christian University
The fourth reason is that the online boutique’s initial investment is
only less than Rp 15,000,000, which is another factor as to why this is
an ideal business to run. The prospect for this business is great,
because It uses the Internet as its marketing media. it can market its
products with low cost. Other than that, this business does not need a
place like conventional boutiques. The transactions can be done
everywhere as long as there is an Internet connection.
By having the above considerations, I plan to open an online
boutique, which sells clothes and bags for women. The reason I choose
to sell clothes and bags for women is that, comparing to men, women
are more spendthrift on buying clothes and bags. Therefore, because
there are many clothes and bags suppliers in Bandung, for example:
Butik Tas, Caramel, Terminal Tas etc. It is easy to get the newest
model of clothes and bags. By using the Internet, I can market my
products with low price. To make this business different from other
online boutiques, I plan to add “customer designed models” as my
unique selling proposition.
The name for my boutique is Ryu-San Shop (henceforth, RSS).
This name is taken from the owner’s nickname, which is “San”, and the
name of one of the characters in the game “Ninja Gaiden”, Ryu
Hayabusa. The reason why I choose this character is because he is my
favorite character in the game. Therefore, I use his first name as my
nickname, and also as my online boutique’s name.
3
Maranatha Christian University
Due to the fact this is an online boutique, it does not need a fixed
location as the center for its activities. All transactions are done online.
For the shipment, RSS uses delivery service by providers such as TIKI,
JNF, and DHL. Ryu-San Shop’s main target market is women between
15 to 26 years old, because in that range of age, women usually want
to show themselves off to their community, and one of the ways to do it
is to wear clothes and bags that are up to date.
1.2 SWOT Analysis
The strengths of RSS are its high quality materials and finished goods,
and its uniqueness in the customer-designed clothing option. Customerdesigned clothing option means that the customers can order RSS to
make clothes with the customers’ own design. The customers can use one
of RSS models, or they can use their own new model. RSS uses high
quality materials for its clothes, such as chiffon, silk, and cotton, and with
selling prices varies for each cloth. RSS does its activities online 24-hour a
day; the customers can order anytime they want.
The weakness of RSS is that because the customers can only see the
pictures of the models online, they might be disappointed with the actual
product if it does not meet their expectation. Because RSS uses delivery
service for sending its customers’ order, there is a probability that the
shipment is delayed or having delivery problems. Therefore, RSS needs to
always confirm the shipments with the delivery service and the customers.
4
Maranatha Christian University
If there were any complaint regarding the quality, RSS would exchange
the products with the ones that could meet customer’s expectations.
The opportunity for RSS is that some people are sometimes reluctant
to go to the conventional boutiques to buy clothes and bags. It is often
caused by their busy schedules which sometimes make it impossible for
them to actually find a spare time cruising the mall, surveying stores after
stores. By using the Internet as a media, RSS offers the convenience for
these people to buy the products without even going outside their home.
RSS also offers the convenience for working people, especially women,
who want to buy clothes, bags, shoes, accessories, etc, but do not have
enough time to go to the conventional boutiques because they are
occupied with their works.
The threats for RSS are that some people like to hang out to enjoy their
free times. Most of them use their free times by gathering to talk or to eat,
or by shopping. Thus, it can reduce the chances of them buying clothes
and bags online. Other than that, people who are familiar with online
business are the ones who live in big cities where Internet network is
available. People who live in cities with no Internet network, therefore, are
still not familiar with online business. The other threat of this business is
the competitors in this business, which are conventional boutiques and
other online boutiques.
Based on the facts discussed above, I decided to start my online
boutique business. I believe that this business is a very profitable business
because it only needs small amount of money to invest.
5
Maranatha Christian University
BIBLIOGRAPHY
Printed Sources
Assael, Henry. Consumer Behaviour and Marketing Action. 6th Edition.
New York: Thomson, 2003.
Kotler, Philip. Marketing Management 2. 11th Edition. New Jersey: Prentice
Hall, 2002.
Sundjaja, Ridwan, and Inge Berlian. Manajemen Keuangan 2. Bandung:
Literata Lintas Media, 2003.
Electronic Sources
“Cash Inflow and Cash Outflow”. 2011. 7 August 20011.
http://improvemybusiness.com/hk/edu/class/htm241/
Kotler, Philip. “Marketing Management 2.” May 2002. March 19th 2010.
http/www.citehr.com/reasearch.php
“Marketing Mix”. 2011. 6 August 2011.
http://marketingteacher.com/lesson/c.htm
“Pentingnya Website/Toko Online di Era Global Tahun 2010” 8
October 2009.December 12 2009. http://www.leodevelopment.com/
Waters, Shari. “Cash Flow” Feb 2011. August 3th 2011.
http://retail.about.com/od/glossary/g/cashflowanal.htm
Maranatha Christian University