Xiang Gu : A Business Plan.
Maranatha Christian University
ABSTRACT
Xiang Gu adalah sebuah bisnis makanan yang menyediakan bakut
dengan campuran obat-obat China. Selain itu, Xiang Gu juga mempunyai dua pilihan, yaitu bakut teh dan bakut kukus. Keunggulan makanan yang Xiang Gu tawarkan adalah menambah darah dan menjaga kesehatan.
Lokasi untuk membuka bisnis ini adalah di Jalan Babakan Jeruk nomor 9, Bandung. Pemilihan lokasi tersebut dekat dengan Universitas Kristen
Maranatha, dan ada banyak tempat kos di daerah Surya Sumantri.Target market dari Xiang Gu adalah mahasiswa dan dosen Maranatha. Pendapatan mereka sekitar Rp1,500,000 sampai dengan Rp6,000,000, karena itu Xiang Gu menjual bakut dengan harga Rp13,000 satu porsi. Dengan harga
terjangkau, Xiang Gu menawarkan porsi yang lebih banyak dan kualitas yang lebih baik.
Bisnis ini membutuhkan Rp23,662,700 sebagai investasi awal. Keuntungan satu bulan bisnis ini sebesar Rp2,997,833. Jadi Xiang Gu membutuhkan waktu tujuh bulan dua puluh tujuh hari untuk meraih periode pengembalian. Discount factor sebesar 8 persen merupakan tingkat bunga deposito Bank BCA sebagai pembanding investasi. Total net present value dari tahun pertama sampai tahun ketiga sebesar Rp104,317,569, sehingga bisnis ini layak dijalankan.
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Maranatha Christian University
Executive Summary
China is a country with ancient civilization for more than five thousand years. Nowadays, more and more foreigners come to China to learn Chinese culture and enjoy the Chinese delicious food, including Indonesians. A lot of Indonesian people like the Chinese food, even the Chinese traditional medical food, which is famous for health.
Xiang Gu sells the traditional Chinese medicine food, i.e. short ribs. The short ribs are cooked with traditional medicine as its ingredients and the special taste would attract a lot of consumers from Indonesia. The taste is more delicious and healthy than the similar cuisine offered by other restaurant.
Xiang Gu is located at Jalan Terusan Babakan Jeruk number 9, Bandung. The potential customers of Xiang Gu will be students and lecturers from Maranatha Christian University.
My initial investment is about Rp23,500,000. The cash outflow of my business is around Rp12,600,000 per month. This condition applied if my food stand sells forty portions per day, and I will get cash inflow about
Rp15,600,000 per month, thus the cash flow is Rp3,000,000 per month. In the other words, the cash flow in first year is about Rp36,000,000. The payback
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Maranatha Christian University period will be a short time, which is only in less than eight months. This condition describes this business as feasible.
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Maranatha Christian University
TABLE OF CONTENTS
TITLE PAGE………...………i
DECLARATION OF ORIGINALITY………. …...ii
FRONT COVER OF THE BUSINESS PLAN……….…..iii
APPROVAL PAGE………...iv
TABLE OF CONTENTS………...v-vi ABSTRACT………..vii EXECUTIVE SUMMARY………...……..……….viii-ix CHAPTER I. BACKGROUND………...………..…1-4
1.1. Background of the Study 1.2. Unique Selling Position 1.3. SWOT Analysis
CHAPTER II. MARKETING ASPECT……….…….……...5-10 2.1. The Marketing Strategy
2.2. The Marketing Mix
CHAPTER III. OPERATIONAL ASPECT………..11-15 3.1. Production Process
3.2. Location and Site
3.3. Layout
CHAPTER IV. HUMAN RESOURCES ASPECT……….16-18 4.1. Organization Structure
4.2. Job Description 4.3. Job Specification 4.4. Compensation
CHAPTER V. FINANCIAL ASPECT………..19-27 5.1. Initial Investment
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Maranatha Christian University 5.3. Cash Out Flow
5.4. Cash Flow
5.5. Capital Budgeting Method 5.6. Conclusion
BIBLIOGRAPHY APPENDICES
Appendix 1: The Example of Stewed short ribs Appendix 2: The Example of Short ribs in tea Appendix 3: The questionnaire
Appendix 4: List of table Appendix 5: List of figure
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Maranatha Christian University 1
Chapter I
Background
1.1 Background of the study
China is a country with ancient civilization for more than five thousand years. According to Freeloop, if “the foreigners come to China, they must try Chinese food” (par. 1). Freeloop states that more and more foreigners come to China to learn Chinese culture and enjoy the Chinese delicious food. Chinese people pay attention to food very much, especially to the Chinese traditional medical food. The medicine is different from Western medicine. Medlar (gou qi zi) and angelica (dang gui) are two kinds of the most famous medicines in China, which can be used for treating illness, and also can be used for cooking. According to Poptool.net, “medlar and angelica have the role of blood” (par. 1). It believes that people’s blood will be enriched by eating those kinds of medicines.
Being consistent with Chinanews.com.cn, “more and more people began to care about how to eat healthy” (par. 3). It states that nowadays more and more people care about keeping their good health by eating healthy food. The survey shows that 98 percent of respondents want to eat health food.
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Maranatha Christian University 2
Based on the advantages of Chinese medical food, I choose this kind of food for my business plan. My product is not an ordinary Chinese food, I sell Chinese traditional medical food. My main menus are short ribs in tea – locally named bakut teh, and the stewed short ribs. Based on my main menu, I choose XG as my business name that means savory short ribs. Around Surya Sumantri, there are many lodgings; a lot of students of Maranatha also live there. There are not many restaurants selling the Chinese traditional medical food in that area. I expect that not only the students and the lecturers of Maranatha would come but other people would also like to eat short ribs at my place.
1.2. Unique Selling Position
I plan XG stand will be located in Pondok Dewi at Jalan Terusan
Babakan Jeruk number 9, Bandung. The short ribs in tea are cooked in an original way with complete ingredients. The ingredients are angelica, medlar, white pepper, clove, cinnamon, nutmeg and garlic. The taste of stewed short ribs is different from others because they are cooked with medlar and angelica.
The main product usually served with rice. But they also can be served with noodles or thin rice noodles.
The product will be served together with a glass of Chinese tea. According to Freeloop, “tea can decrease the fat of pork” (par. 3). Thus, this fact can support that XG sells healthy product.
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Maranatha Christian University 3
1.3 SWOT Analysis
It is mentioned in Wikipedia that “SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture” (par. 1). This analysis is applied in my business in each paragraph below.
The strenghts of my business are the product and competitors. There is a competitor food stand named Daisuki in Pondok Dewi, it also sells short ribs. However, sometimes they sell cold short ribs; they are cooked a few days before. It seems that they do not heat the food until boiled;
consequently, it is not good for the customers’ health. In XG stand, all of short ribs are freshly cooked every morning before the stand opens. The short ribs are bought from Kosambi market every two days; hence XG never sells the cold food to the customers. There is another competitor food stand named Bagan in Inti Laut Food Court that also sells short ribs in tea; however, the short ribs consist of three or four small chops, while XG sells five chops of short ribs.
The opportunities of my business are customers’ tendency and facility. Based on the questionnaire, all respondents have the same habit that they want to try new things, and 80 percent respondents like eating pork, most of them like to try new culinary for eating pork, that is an opportunity for the brand of my new food stand. There is another opportunity for the location of Xiang Gu, i.e. Pondok Dewi food court which has free hot spot facility; thus, that the customers can access the Internet there while they are having a meal.
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Maranatha Christian University 4
The weaknesses of my business are recognition and product. My brand new food stand has not been recognized yet. Thus, I should spend money to advertise products. I will buy a banner and put it in front of the door to attract the potential customers. The potential customers will be students and lecturers from Maranatha Christian University, and also people who live along Suria Sumantri and around. Another way to make my stand recognized is by using word of mouth method. I will invite my friends to come and try the food; thus, they will invite their other friends and families to enjoy it. My other weaknesses is the menus that only offer six kinds of short ribs. It is quite hard to compete with Daisuki and Bagan because they do not only sell short ribs, but also other kinds of food. Therefore, in the beginning of business, I will concentrate in cooking those six kinds of menus, to make them special.
The threat of my business is the culture and health issues in
connection with pork. Dishes which contain pork face threat of Indonesia local culture, Moslem people are prohibited to eat it. Therefore, I focus on Chinese and non-Moslem people as my potential customers. In addition, people who get high cholesterol also cannot eat these, especially the old people; thus, Xiang Gu concentrates on the young people and the people who do not have high cholesterol.
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Maranatha Christian University
Bibliography
Printed Sources
Kotler, Philip, and Gary Armstrong. Principles of Marketing. New Jersey: Pearson Education, 2004.
Chase, Richard B., F. Robert Jacobs, and Nicholas J. Aquilano. Operations
Management for Competitive Advantage. New York: The McGraw-Hill Companies, 2004.
Scott, Snell, and George Bohlander. Human Resource Management. Mason:
Thomson, 2007.
Electronic Sources
Freeloop. “Eat these things,then you will be lucky!” Foreignercn. 3 August 2008. 09 March 2009. <http://www.foreignercn.com/bbs/viewthread.php? tid=29316&page=1&authorid=23538>
“Chinese Medicine.” Poptool. 09 March 2009. <http://www.poptool.net /health/dir_cndrug/f_1/dir_16/zhongyao_318.html>
“Eating Health.” Chinanews. 02 March 2009. 09 March 2009. <http://www. chinanews.com.cn/hb/news/2009/04-02/1630383.shtml>
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Maranatha Christian University
“SWOT analysis.” Wikipedia, the free encyclopedia. 09 March 2009.
<http://en.wikipedia.org/wiki/SWOT_analysis>
Jahn, Christine. “Organizational Structure”. Answers. 11 May 2009.
<http://www.answers.com/topic/organizational-structure>
“Dictionary Terms.” IVESTOPEDIA, A Forbes Digital Company. 2 June 2009.
<www.investopedia.com>
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Chapter I
Background
1.1 Background of the study
China is a country with ancient civilization for more than five thousand years. According to Freeloop, if “the foreigners come to China, they must try Chinese food” (par. 1). Freeloop states that more and more foreigners come to China to learn Chinese culture and enjoy the Chinese delicious food. Chinese people pay attention to food very much, especially to the Chinese traditional medical food. The medicine is different from Western medicine. Medlar (gou qi zi) and angelica (dang gui) are two kinds of the most famous medicines in China, which can be used for treating illness, and also can be used for cooking. According to Poptool.net, “medlar and angelica have the role of blood” (par. 1). It believes that people’s blood will be enriched by eating those kinds of medicines.
Being consistent with Chinanews.com.cn, “more and more people began to care about how to eat healthy” (par. 3). It states that nowadays more and more people care about keeping their good health by eating healthy food. The survey shows that 98 percent of respondents want to
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Based on the advantages of Chinese medical food, I choose this kind of food for my business plan. My product is not an ordinary Chinese food, I sell Chinese traditional medical food. My main menus are short ribs in tea – locally named bakut teh, and the stewed short ribs. Based on my main menu, I choose XG as my business name that means savory short ribs. Around Surya Sumantri, there are many lodgings; a lot of students of Maranatha also live there. There are not many restaurants selling the Chinese traditional medical food in that area. I expect that not only the students and the lecturers of Maranatha would come but other people would also like to eat short ribs at my place.
1.2. Unique Selling Position
I plan XG stand will be located in Pondok Dewi at Jalan Terusan
Babakan Jeruk number 9, Bandung. The short ribs in tea are cooked in an original way with complete ingredients. The ingredients are angelica, medlar, white pepper, clove, cinnamon, nutmeg and garlic. The taste of stewed short ribs is different from others because they are cooked with medlar and angelica.
The main product usually served with rice. But they also can be served with noodles or thin rice noodles.
The product will be served together with a glass of Chinese tea. According to Freeloop, “tea can decrease the fat of pork” (par. 3). Thus, this fact can support that XG sells healthy product.
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1.3 SWOT Analysis
It is mentioned in Wikipedia that “SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture” (par. 1). This analysis is applied in my business in each paragraph below.
The strenghts of my business are the product and competitors. There is a competitor food stand named Daisuki in Pondok Dewi, it also sells short ribs. However, sometimes they sell cold short ribs; they are cooked a few days before. It seems that they do not heat the food until boiled;
consequently, it is not good for the customers’ health. In XG stand, all of short ribs are freshly cooked every morning before the stand opens. The short ribs are bought from Kosambi market every two days; hence XG never sells the cold food to the customers. There is another competitor food stand named Bagan in Inti Laut Food Court that also sells short ribs in tea; however, the short ribs consist of three or four small chops, while XG sells five chops of short ribs.
The opportunities of my business are customers’ tendency and facility. Based on the questionnaire, all respondents have the same habit that they want to try new things, and 80 percent respondents like eating pork, most of them like to try new culinary for eating pork, that is an opportunity for the brand of my new food stand. There is another opportunity for the location of Xiang Gu, i.e. Pondok Dewi food court which has free hot spot facility; thus, that the customers can access the Internet there while they
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The weaknesses of my business are recognition and product. My brand new food stand has not been recognized yet. Thus, I should spend money to advertise products. I will buy a banner and put it in front of the door to attract the potential customers. The potential customers will be students and lecturers from Maranatha Christian University, and also people who live along Suria Sumantri and around. Another way to make my stand recognized is by using word of mouth method. I will invite my friends to come and try the food; thus, they will invite their other friends and families to enjoy it. My other weaknesses is the menus that only offer six kinds of short ribs. It is quite hard to compete with Daisuki and Bagan because they do not only sell short ribs, but also other kinds of food. Therefore, in the beginning of business, I will concentrate in cooking those six kinds of menus, to make them special.
The threat of my business is the culture and health issues in
connection with pork. Dishes which contain pork face threat of Indonesia local culture, Moslem people are prohibited to eat it. Therefore, I focus on Chinese and non-Moslem people as my potential customers. In addition, people who get high cholesterol also cannot eat these, especially the old people; thus, Xiang Gu concentrates on the young people and the people who do not have high cholesterol.
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Bibliography
Printed Sources
Kotler, Philip, and Gary Armstrong. Principles of Marketing. New Jersey: Pearson Education, 2004.
Chase, Richard B., F. Robert Jacobs, and Nicholas J. Aquilano. Operations
Management for Competitive Advantage. New York: The McGraw-Hill Companies, 2004.
Scott, Snell, and George Bohlander. Human Resource Management. Mason:
Thomson, 2007.
Electronic Sources
Freeloop. “Eat these things,then you will be lucky!” Foreignercn. 3 August 2008. 09 March 2009. <http://www.foreignercn.com/bbs/viewthread.php? tid=29316&page=1&authorid=23538>
“Chinese Medicine.” Poptool. 09 March 2009. <http://www.poptool.net /health/dir_cndrug/f_1/dir_16/zhongyao_318.html>
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