MY CLINIC : A Business Plan.

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Maranatha Christian University

ABSTRACT

Proyek akhir ini membahas tentang rencana bisnis klinik kesehatan bernama MY CLINIC yang merupakan klinik kesehatan alternatif dengan metode akupunktur. Saya tertarik untuk membuat rencana bisnis ini karena sekarang ini orang-orang lebih peduli tentang kesehatan oleh karena itu mereka selalu berusaha mencari cara untuk tetap sehat. Di dalam penulisan bab pertama business plan ini saya juga memaparkan kekuatan, kelemahan, kesempatan, dan ancaman bisnis ini.

Dalam bab kedua, saya membahas tentang strategi pemasaran yang saya lakukan yaitu dengan Segmenting, Targeting, Positioning dan Differentiation. Target pasar dari bisnis ini adalah orang-orang berusia 15-60 tahun dari kelas menengah ke atas yang tinggal di daerah Soekarno Hatta. MY CLINIC ingin dikenal sebagai klinik kesehatan yang

menyediakan pengobatan alternatif yang beragam. Dan keunggulan MY CLINIC adalah menyediakan pelayanan konsultasi. Elemen marketing mix yaitu product, promotion, place dan price juga dibuat tepat sasaran bagi target pasar MY CLINIC.

Pada bab ketiga, dapat dilihat aspek operasional seperti proses pelayanan, alur kerja, lokasi dari MY CLINIC beserta denah ruangannya. MY CLINIC berlokasi di Jl. Soekarno Hatta no.107J dan beroperasi 12 jam sehari, 7 hari seminggu dan tutup hanya untuk hari-hari libur perayaan keagamaan saja. Bab selanjutnya membahas tentang aspek sumber daya manusia termasuk manajemennya. MY CLINIC mempekerjakan 23 orang karyawan dan dibagi dalam 2 shift kerja.

Dalam bab terakhir penulisan rencana bisnis ini, saya membahas aspek keuangan dari MY CLINIC. Untuk menjalankan bisnis ini,

dibutuhkan modal sebesar Rp874,335,000 sebagai modal awal. Untuk perhitungan keuntungan dari bisnis ini, MY CLINIC dapat menghasilkan Rp504,840,000/ tahun yang merupakan keuntungan bersih.

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Maranatha Christian University

EXECUTIVE SUMMARY

My Clinic is a holistic traditional treatment centre in Bandung created to answer the demands of having multitreatments for the customers. It offers comfortable place and affordable price. This business is potential due to the fact that 80% of the respondents around the location of My Clinic are interested in alternative medical treatments.

My Clinic provides a better-quality service by offering all the alternative health treatments and providing free consultation for the customers before giving further treatments. After that, we use reflexology as an accurate checking treatment to detect customers’ illnesses. My Clinic offers special packages of combined treatments so that customers can reach a maximum result in a shorter time.

The target market of My Clinic is people aged 15-60 years old who are enthusiastic with alternative medical treatments and who are

searching for the best quality, services, and prices. My Clinic will be located on Soekarno Hatta street near Soekarno Hatta Sport Centre, The Groove sport centre and Carrefour express.

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My Clinic needs 23 employees in running the business. The employees will be divided into 2 work shifts and supervised by the

manager. The operational time of My Clinic is 12 hours/day, and it opens for 7 days in a week.

In running the business, My Clinic needs IDR 874,335,000 as an initial investment. The cash inflow of My Clinic for the first year is IDR1,058,200,000 with net profit of IDR 504,840,000. Based on the net present value, My Clinic is a feasible and promising business.

Furthermore, the payback period of My Clinic is approximately one year, seven months, and twenty four days. As a conclusion, based on the above analysis, My Clinic is a profitable and prospective business.

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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. THE BACKGROUND……… 1-7

1.1. Background of the Study 1.2. Vision and Mission

1.3. Unique Selling Proposition 1.4. SWOT Analysis

CHAPTER II. MARKETING ASPECT……….…..…….…8-16 2.1. The Marketing Strategy

2.2. The Marketing Mix

CHAPTER III. OPERATIONAL ASPECT………..17-22 3.1. The Service Process

3.2. The Site

CHAPTER IV. HUMAN RESOURCES ASPECT……….23-30 4.1. Organization Structure

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Maranatha Christian University 4.3. Job Analysis

CHAPTER V. FINANCIAL ASPECT………..31-39 5.1. Initial Investment

5.2. Cash InFlow 5.3. Cash Out Flow 5.4. Net Cash Flow

5.5. Capital Budgeting Method 5.6. Conclusion

BIBLIOGRAPHY APPENDICES

Appendix 1 : The example of my clinic’s logo Appendix 2 : The example of the questionnaire Appendix 3 : The example of the flyer

Appendix 4 : The example of the discount voucher Appendix 5 : The example of the membership card

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1 Maranatha Christian University

CHAPTER I

INTRODUCTION

1.1. Background of the Study

Nowadays people care more about their health, and they keep finding ways to stay healthy. Some people choose alternative health treatments for the solution because the treatments from doctors do not always work. It is stated by Art Chimes that “doctors often suggest drugs or exercises or physical therapy, but the treatments do not always work. Therefore, some patients choose alternative health treatments, such as acupuncture, acupressure, and reflexology.” (par 1).

Acupunctureis one of the Chinese traditional health treatments. It involves the use of sharp and thin needles that are inserted into the body at very specific points and the result is to adjust and alter the body’s energy flow into healthier patterns. Acupuncture is an effective health treatment for several medical problems and health conditions. In an article entitled “Acupuncture” published by NIH (National Institute of Health), it is stated that:

Acupuncture could treat many types of pain and nausea. Acupuncture is also effective for treating other conditions such as headache, low

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2 Maranatha Christian University back pain, menstrual cramps, sports injuries, arthritis, asthma, drug-addiction, and stroke treatment. In addition to the above conditions, acupuncture is also useful for the treatment of digestive disorders, skin condition, depression, anxiety, insomnia, infertility, and allergies (par.1).

I choose to run this business because, in Indonesia alternative health treatments such as acupuncture has grown rapidly. According to Olivia Tjandra an acupuncturist, acupuncture has grown rapidly over the last three years because there are more and more people who believe in the effectiveness of this health treatment (par. 2). Moreover, people choose acupuncture because it is cheaper compared to the cost for medication from doctors and this treatment is relatively safe for the body (par. 4). Furthermore, based on the result from the questionnaire that I distributed to 30 people, I found out that almost 80% of Soekarno Hatta Sport Center visitors prefer the alternative health treatments to the medical treatment by doctors. The reasons are that the result of alternative health treatments is much better than the medicines prescribed by the doctors, and it relatively costs less than the conventional treatment by doctors.

Considering the facts mentioned above, I decided to open an

alternative health treatment business namely My Clinic, which provides holistic health treatments. I also reinforce the service with reflexology. Referring to an article entitled “What is Reflexology?”, it is stated that reflexology is a “massage to relieve tension by finger pressure; based on the belief that there are reflex points on the feet, hands, and head that are connected to every part of the body”(par 1). In addition, there is

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3 Maranatha Christian University acupressure. According to the article “Massage for Longevity”,

acupressure is “an ancient Chinese healing method that involves applying pressure to certain meridian points on the body to relieve pain.

Acupuncture and Acupressure use the same points, but acupuncture uses needles, while Acupressure uses the gentle but firm pressure of hands” (par 1). Moreover, I also provide bekam/ cupping, the article “Definition of Cupping” defines it as“treatment in which a cup is attached to the skin surface, usually on the back and the air within the cup is evacuated to suck the skin in and increase local blood flow” (par 2). There is also massage therapy, the article “What is Massage Therapy?” explains it as “one of the oldest, simplest forms of therapy and is a system of stroking, pressing and kneading different areas of the body to relieve pain, relax, stimulate, and tone the body” (par 1). Finally, the clinic provides fish therapy, which is an alternative health treatment using small fish. The article “Fish Therapy” says that fish therapy will “…nibble away your scaly and dead skin, leaving your skin smooth and glowing” (par 5).

1.2. Vision and Mission

My Clinic’s vision is to become the best alternative health clinic, and My Clinic’s missions are:

 Always giving the best alternative health services to consumers by using experienced therapists in Bandung

 Always giving a good quality treatment for consumers to make them satisfied

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4 Maranatha Christian University  Always providing a clean and comfortable atmosphere so that

consumers can be more relaxed and can feel at home

1.3. Unique Selling Proposition

There are many kinds of alternative health treatment that are already popular. However, My Clinic provides a holistic alternative health

treatment by offering all the alternative health treatments. Moreover it provides free consultation for the customers before giving further treatments in order to examine the illnesses or the symptoms that they feel.

1.4. SWOT Analysis

Kotler and Keller state that SWOT Analysis is the overall evaluation of a company’s strengths, weaknesses, opportunities, and threats. It involves monitoring the external and internal marketing environment. The strengths and weaknesses are internal environment, while opportunity and threat are external environment (50). Therefore, my business plan has SWOT analysis in running My Clinic. The SWOT analysis of My Clinic is as follow:

1.4.1. Strengths

Pearce and Robinson in their book Strategic Management explain the meaning of strength which is “a resource advantage relative to competitors

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5 Maranatha Christian University and the needs of the markets a firm serves or expects to serve” (167). The strengths of my business are:

 Strategic location

The clinic is located beside Sukarno Hatta Sport Center, and it is near the Groove Sport Centre and Carrefour Express.

 Holistic traditional treatments

The clinic provides multitreatments such as: acupuncture, reflexology, acupressure, bekam, massage and fish therapy.  Skillful therapists

The staff in this clinic are skillful therapists because they graduated from PAKSI (Persatuan Akupunkturis Seluruh Indonesia).

1.4.2. Weaknesses

Pearce and Robinson state that weakness is “a limitation or deficiency in one or more resources or competencies relatives to competitors that impedes a firm’s effective performance” (167). The weaknesses of My Clinic are:

 The limitation of space

Because of the limitation of space, the number of the customers are limited to 10 customers per day. The work-time of each treatment is approximately 50 minutes, therefore, My Clinic can only handle a few customers per day.

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6 Maranatha Christian University Since My Clinic is not located at the centre of the city, the

customers are mainly the residents around Sukarno Hatta area where this business is located.

 The limitation of fund

Because I only have limited amount of fund, in the first several years of this business, I cannot provide a spacious place and a great amount of equipment for My Clinic.

1.4.3. Opportunities

Kotler and Armstrong define opportunity as “A marketing opportunity is an area of buyer need or potential interest in which a company can

perform profitably” (102). The opportunities of My Clinic are:  Providing various services

Competitors only provide one to two kinds of treatment, this is an opportunity for my business.

 Focusing on market needs

According to Olivia Tjandra, acupuncture has grown rapidly over the last three years (par. 2). Therefore, there is an increasing market need for acupuncture. However, people will tend to choose the service which is time efficient in the midst of heavy traffic jam in Bandung. Hence, it is an opportunity to open one-stop alternative health treatments.

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7 Maranatha Christian University  Having a partnership

In the future, this business will be developed by establishing a partnership with some medical clinics and sport centers. Therefore, the doctors and the staff in the medical clinics along with the sport center trainers and staff can recommend My Clinic to their patients and customers.

1.4.4. Threats

According to Kotler and Armstrong, “An environmental threat is a challenge posed by an unfavorable trend or development that would lead, in absence of defensive marketing action, to deterioration in sales or profit” (104). Consequently, it is important to find the threats that can be a

challenge for running the business. The threats of My Clinic are the competitors. They are two kinds of competitors for my business:

 The first one is the hospitals in Bandung, especially around

Soekarno Hatta area such as Immanuel Hospital and Sartika Asih Hospital. As we know, alternative health treatment is an alternative to doctors, so doctors and hospitals are threats to my business.  The second is the other alternative health clinics that have already

existed in Bandung, especially around Soekarno Hatta area, which are Batununggal Indah reflexology center located in Batununggal Residence, and Jimbaran Family Spa located in Mekarwangi Residence.

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BIBLIOGRAPHY

Printed Sources:

Dessler, Gary. Human Resources Management, Eleventh Edition, Upper Saddle River, New Jersey: Pearson Education 2008

Garrison, Ray H. and Eric W. Noreen. Managerial Accounting: Tenth Edition. New York: Mc Graw-Hill, 2003

Heizer, Jay and Barry Render. Operations Management. 7th ed. New Jersey: Pearson Education, Inc., 2004

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

Kotler, Philip and Kevin L. Keller. Marketing Management. 12th ed. New Jersey: Pearson Education, Inc., 2006

Pearce, John A., and Richard B. Robinson, Jr. Strategic Management. New Jersey Pearson Education, Inc., Upper Saddle River, 2006.

Robbins, Stephen P. and Timothy A. Judge. Organizational Behavior. New Jersey: Pearson Education, Inc., 2007

Snell, Scott and George Bohlander. Human Resource Management

International Student Edition. Mason: Thomson Higher Education, 2007 Suryani, Tatik. Perilaku Konsumen. Yogyakarta: Graha Ilmu, 2008

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Electronic Sources:

“Acupuncture.“ Nambudripad's Allergy Elimination Techniques 2009. 12 September 2009

<http://www.naet.com/subscribers/research.shtml>.

Chimes, Art. “Acupuncture Study Shows Benefit for Chronic Back Pain.” News.com. 15 May 2009. 1 September 2009

<http://www.voanews.com/english/archive/2009-05/2009-05-15-voa55.cfm?moddate=2009-05-25>.

Copper, Stephen. “Cash Outflow.” Superior Investor. 2003. 30 March 2010

<http://www.superiorinvestor.net/investor-definitions/stock-valuation/fundamental-analysis/cash-outflow.html>. “Cash Inflow.” BusinessDictionary.com. 2010. 1 May 2010

<http://www.businessdictionary.com/definition/cash-inflow.html>. “Definition of Cupping.” Medicinenet.com. 23 June 2004. 23 March 2010 < http://www.medterms.com/script/main/art.asp?articlekey=25665>. Low, Sandra. “Fishy Therapy.” Clovetwo.com. 3 February 2008. 23 March 2010

<http://clovetwo.com/articles/story.asp?file=/2008/2/3/beauty_invogue/201 21142&sec=beauty_invogue>.

“Location.” BusinessDictionary.com. 2009. 29 September 2009 <http://www.businessdictionary.com/definition/location.html>. “Massage for longevity.” Herbalshop.com. 2009. 23 March 2010

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Maranatha Christian University <http://www.herbalshop.com/Acupressure/Acupressure.html>

Pieterz. “What is Payback Period.” July 2005. 16 September 2009 <http://www.moneyterms.co.uk/payback-period/>.

“SWOT Analysis.” BusinessDictionary.com. 2009. 4 April 2009

<http://www.businessdictionary.com/definition/SWOT-analysis.html>. “Strength.” BusinessDictionary.com. 2009. 4 April 2009

<http://www.businessdictionary.com/definition/strength.html>. “Site.” BusinessDictionary.com. 2009. 29 September 2009

<http://www.businessdictionary.com/definition/site.html>.

Tjandra, Olivia. “Pengobatan Akupunktur yang Semakin Menjadi Populer.” Bataviase.co.id. 26 March 2010. 27 March 2010

< http://www.bataviase.co.id/node/127001>.

Ward, Susan. “Cash Flow Analysis.” About.com. 2009. 15 September 2009 <http://sbinfocanada.about.com/cs/management/g/cashflowanal.htm>. “What is Reflexology?” Slimmingbasic.com. 2009. 23 March 2010

<http://www.slimmingbasics.com/slimmingbasics-articles/acupuncture-for- weight-loss.htm>.

“What is massage therapy?” WhatIsMassage.com. 2008. 23 March 2010 <http://whatismassage.com/>.

“Weakness.” BusinessDictionary.com. 2009. 4 April 2009

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Electronic Sources of Picture:

“Alat Bekam/ Kop Angin.” TokoKecantikan&Kesehatan. 11 October 2009. 30 March 2010

<http://tokoobatkesehatan.wordpress.com/2009/10/11/alat-bekam-kop-angin/>.

Dahnial, Iwan. “Terapi Ikan(Fish Teraphy).” TopikWarnaWarni. 16 March 2009. 30 March 2010

<http://iwandahnial.wordpress.com/2009/03/16/terapi-ikan-fish-therapy/>. “Face Acupressure.” JakartaMobileSpa. 21 April 2010. 1 May 2010

<http://callmobilespa.wordpress.com/category/spa-services/face-acupressure/>.

“NHS pins its hopes for treating back pain on acupuncture.” Independent. co.uk. 30 March 2010

<http://www.independent.co.uk/life-style/health-and-families/health- news/nhs-pins-its-hopes-for-treating-back-pain-on-acupuncture-1691215.html?action=Popup&ino=1>.

“Relax and Reconnect with our Couples Massage Workshop.” Isis.com. 29 November 2009. 23 March 2010

<http://www.isismaternity.com/blog/index.php/2009/11/29/couples-massage-workshop-december-19th/>.

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Maranatha Christian University “The Healing Art Of Reflexology.” Vickieagles.com. 2010. 30 March 2010

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 Having a partnership

1.4.4. Threats

According to Kotler and Armstrong, “An environmental threat is a challenge posed by an unfavorable trend or development that would lead,

in absence of defensive marketing action, to deterioration in sales or profit”

(104). Consequently, it is important to find the threats that can be a challenge for running the business. The threats of My Clinic are the competitors. They are two kinds of competitors for my business: