Sushi Spa : A Business Plan.
ABSTRACT
Perkembangan industri makanan di Bandung saat ini berkembang
pesat. Hal ini ditandai dengan banyaknya jumlah rumah makan yang
bermunculan di Bandung. Salah satunya yang saat ini berkembang pesat
adalah rumah makan sushi, makanan khas Jepang, dengan harga yang
terjangkau. Kesempatan untuk membuka bisnis ini pun terbuka lebar
dikarenakan semakin banyaknya orang yang menikmati sushi.
Selain itu, salah satu trend yang cukup berkembang di Bandung adalah
fish spa. Fish spa adalah trend spa yang berasal dari Turki dengan
menggunakan ikan Garra Ruffa untuk menggigiti sel kulit mati yang
terdapat di kaki kita. Melihat perkembangan sushi dan fish spa yang cukup
pesat di Bandung, penulis memutuskan untuk membuka sebuah rumah
makan sushi yang menyediakan fasilitas fish spa di dalamnya. Rumah
makan tersebut akan dinamai Sushi Spa.
Sushi Spa menyediakan menu-menu sushi mulai dari Maki Sushi, Nigiri
Sushi, Uramaki Sushi, Spicy Tuna Sushi, Dragon Roll Sushi, dan
Californian Roll Sushi. Semua jenis sushi disediakan dengan harga yang
terjangkau oleh konsumen kelas menengah ke atas. Selain sushi, fasilitas
fish spa pun disediakan kepada para pengunjung yang ingin memanjakan
diri mereka. Sushi Spa menjamin kebersihan tempat fish spa mereka
sehingga para pengunjung dapat lebih rileks menikmatinya.
Business Plan ini disusun untuk menjelaskan secara rinci mengenai
Sushi Spa. Dalam business plan ini akan dibahas mengenai latar
belakang kenapa Sushi Spa didirikan, beserta kekuatan dan kelemahan
juga ancaman dan peluang yang dihadapi. Selain itu akan dibahas pula
mengenai aspek pemasaran, aspek operasional, aspek sumber daya
manusia dan juga aspek finansial dari Sushi Spa.
Maranatha Christian University
TABLE OF CONTENTS
DECLARATION OF ORIGINALITY .................................................................. i
FRONT COVER OF THE BUSINESS PLAN ................................................... ii
APPROVAL PAGE .......................................................................................... iii
TABLE OF CONTENTS ............................................................................. iv-vii
LIST OF TABLES .......................................................................................... viii
LIST OF FIGURES ......................................................................................... ix
ABSTRACT ..................................................................................................... x
EXECUTIVE SUMMARY ................................................................................ xi
CHAPTER I. THE BACKGROUND ................................................................ 1
1.1. BACKGROUND OF STUDY ................................................................. 1
1.2. SWOT ANALYSIS ................................................................................ 2
CHAPTER II. MARKETING ASPECT ............................................................ 5
2.1. THE MARKETING STRATEGY ............................................................ 6
2.1.1. THE SEGMENTING ....................................................................... 6
iv
2.1.2. THE TARGETING .......................................................................... 7
2.1.3. POSITIONING AND DIFFERENTIATION ...................................... 8
2.2. MARKETING MIX ................................................................................. 8
2.2.1. PRODUCT...................................................................................... 8
2.2.2. PRICE .......................................................................................... 10
2.2.3. PLACE ......................................................................................... 12
2.2.4. PROMOTION ............................................................................... 12
CHAPTER III. OPERATIONAL ASPECT ..................................................... 14
3.1. THE MANUFACTURING PROCESS .................................................. 14
3.1.1. SUSHI .......................................................................................... 14
3.1.2. FISH SPA ..................................................................................... 18
3.2. THE WORKFLOW PROCESS............................................................ 18
3.3. THE LOCATION ................................................................................. 20
3.4. THE SITE ........................................................................................... 21
3.5. THE LAYOUT ..................................................................................... 22
3.5.1. SHOP LAYOUT ............................................................................ 22
3.5.2. PRODUCTION LAYOUT .............................................................. 23
CHAPTER IV. HUMAN RESOURCE ASPECT ............................................. 24
v
4.1. ORGANIZATIONAL STRUCTURE ..................................................... 24
4.1.1. DIVISION OF LABOR .................................................................. 25
4.1.2. DEPARTMENTALIZATION .......................................................... 26
4.1.3. SPAN OF CONTROL ................................................................... 26
4.1.4. AUTHORITY................................................................................. 26
4.1.5. FORMALIZATION ........................................................................ 27
4.1.6. CHAIN OF COMMAND ................................................................ 27
4.2. HUMAN RESOURCE MANAGEMENT ............................................... 27
4.2.1. PLANNING ................................................................................... 27
4.2.2. WORKING HOURS ...................................................................... 28
4.2.3. COMPENSATION ........................................................................ 29
4.3. JOB ANALYSIS .................................................................................. 29
4.3.1. JOB DESCRIPTION ..................................................................... 30
4.3.2. JOB SPESIFICATION .................................................................. 32
CHAPTER V. FINANCIAL ASPECT ............................................................. 35
5.1. INITIAL INVESTMENT ....................................................................... 35
5.2. CASH INFLOW ................................................................................... 37
5.3. CASH OUTFLOW ............................................................................... 38
vi
5.4. CASH FLOW ...................................................................................... 40
5.5. CAPITAL BUDGETING ...................................................................... 41
5.5.1. PAYBACK PERIOD ...................................................................... 41
5.5.2. NET PRESENT VALUE ............................................................... 42
5.6. CONCLUSION .................................................................................... 43
BIBLIOGRAPHY
APPENDICES
Appendix 1: SUSHI SPA LOGO
Appendix 2: FLYER
vii
LIST OF FIGURES
Figure 3.1. How to make sushi maki ............................................................. 14
Figure 3.2. How to make nigiri sushi ............................................................. 15
Figure 3.3. How to make uramaki ................................................................. 15
Figure 3.4. How to make spicy tuna sushi..................................................... 16
Figure 3.5. How to make dragon roll sushi .................................................... 17
Figure 3.6. How to make California roll sushi ................................................ 17
Figure 3.7. How to prepare fish spa pond ..................................................... 18
Figure 3.8. The workflow process ............................................................ 18-20
Figure 3.9. Dago area location map .............................................................. 20
Figure 3.10. Dago Plaza ............................................................................... 21
Figure 3.11. Sushi Spa layout ....................................................................... 22
Figure 3.12. Production site layout ................................................................ 23
Figure 4.1. Organizational Structure of Sushi Spa ........................................ 25
ix
LIST OF TABLES
Table 2.1. Sushi Products ............................................................................... 9
Table 2.2. Product Prices .............................................................................. 10
Table 2.3. Package Price .............................................................................. 11
Table 4.1. Working Hours ............................................................................. 28
Table 4.2. Salary ........................................................................................... 29
Table 5.1. Initial Investment ..................................................................... 36-37
Table 5.2. Cash Inflow per Weekdays .......................................................... 38
Table 5.3. Cash Inflow per Weekend ............................................................ 38
Table 5.4. Cash Inflow Package per Week ................................................... 39
Table 5.5. Cash Outflow Variable Cost ......................................................... 40
Table 5.6. Cash Outflow Fixed Cost ............................................................. 40
Table 5.7. Cash Outflow Bonus per Year...................................................... 41
Table 5.8. Cash Flow .................................................................................... 42
Table 5.9. Payback Period ............................................................................ 43
Table 5.10. Net Present Value ...................................................................... 44
viii
CHAPTER I
BACKGROUND
1.1. Background of Study
Nowadays, sushi has been quite popular in Indonesia, also in Bandung.
Eating sushi has become a part of lifestyle. It was like eating hotdog or
hamburger twenty years ago (“Sushi, Makanan Jepang yang Jadi
Trendsetter” 1). If one or two years ago it seemed that sushi was for high
economic class people only, now the middle up economic class can also
enjoy sushi. It can be proven by the growing number of restaurants that sell
sushi with affordable prices. Sushi restaurants is also quite affordable now for
employees and students since sushi restaurants see students and employees
as a wide target market. Sushi Alley, Sushi Boon, and Sushi Den are the
examples of sushi restaurants in Bandung that provide sushi with affordable
prices.
Besides sushi, many people in Bandung are attracted to another trend
which is fish spa. Fish spa places, like Kenko Fish Spa in Paris Van Java
1
Maranatha Christian University
mall in Bandung, attract people because of their uniqueness. Fish spa can
make your feet skin pretty and soft because the Garra Ruffa fish will nibble
your dead skin to make your feet skin more beautiful (Yulianti 5). Because of
the benefit of fish spa, more and more people especially women want to try it.
Observing the popularity of the two businesses in Bandung, I decided to
open a place where people can eat sushi and enjoy fish spa before or after
they eat sushi. I am confident that combining sushi and fish spa in one place
will be a very profitable business. The name of the place is “Sushi Spa”. I
choose this name because the name reflects the two products of my
business, which are sushi and fish spa.
The location will be at Dago Plaza. I choose this place because Dago
Plaza has been known as a very popular place in Bandung for people to hang
out. Dago Plaza has been the major destination for people in Bandung during
weekend. Another advantage of Dago Plaza is that around Dago area there
are offices and schools that will be an advantage for my business. My main
target market is working women who enjoy fish spa and also like to eat sushi.
Students also can be a potential target market since there are many schools
around Dago.
1.2. SWOT Analysis
In this part, I will analyze the SWOT of the “Sushi Spa” business. First is
the analysis of the strengths of the business. The first strength is the price of
2
Maranatha Christian University
the sushi. The price is set to be affordable for people from middle up
economic class, which is a target market of Sushi Spa, to come to my place.
The second strength is the fish spa itself. People can enjoy fish spa and eat
sushi in one place. This can also attract people, especially working women, to
come because they will enjoy fish spa treatment to make their feet skin soft.
Third is the location which is at Dago Plaza. Besides as a place to hang out,
Dago has been known as one of the business centers in Bandung. Therefore,
women who work around Dago area can enjoy “Sushi Spa” after they work or
during their break time. The place is also near several schools, such as
SMAN 1, SMAK Dago, and SMAN 19, which means students can also come
to “Sushi Spa” after school.
There are also some weaknesses of this business that I need to deal with.
The first weakness is, as the owner, I do not have any experience in running
this business, even though I have the knowledge. These means I might not
be able to run the business as smooth as those with experience. Another
weakness is the maintenance of the fish spa. Because I have to manage the
hygiene of the fish spa, I will need to give extra time, energy, and cost.
The opportunity of my business is that my place will attract many people to
come and try since this is the first place in Bandung that provides people with
sushi and also fish spa at the same place. People in Bandung also like to try
new things. It can be proven from the previous sushi restaurants and also fish
spa places that attract many people in Bandung to come.
3
Maranatha Christian University
The threat of this business is that there are many sushi places and famous
fish spa places in Bandung. Sushi Alley in Jalan Riau and Kenko Fish Spa at
Paris van Java Mall are the main competitors. Sushi Alley offers people with
affordable price of sushi. People can also relax their feet because Sushi Alley
offers special stones for foot massage. Kenko Fish Spa is also a competitor
since this is the currently famous fish spa in Bandung and many people have
known and tried it.
My business has vision and mission. The vision is to make “Sushi Spa” the
most popular place to hang around while enjoying sushi and spa. The mission
is providing Japanese original taste of sushi and a relaxing fish spa place in
Bandung. For the sushi, I will serve only the best quality and fresh ingredients
so people can enjoy the delicious healthy sushi in its original taste. As for the
fish spa, I will always look after the maintenance of the spa so the fish spa will
always be clean and hygienic for customers; therefore, people can relax in a
hygiene-guaranteed fish spa.
4
Maranatha Christian University
Perkembangan industri makanan di Bandung saat ini berkembang
pesat. Hal ini ditandai dengan banyaknya jumlah rumah makan yang
bermunculan di Bandung. Salah satunya yang saat ini berkembang pesat
adalah rumah makan sushi, makanan khas Jepang, dengan harga yang
terjangkau. Kesempatan untuk membuka bisnis ini pun terbuka lebar
dikarenakan semakin banyaknya orang yang menikmati sushi.
Selain itu, salah satu trend yang cukup berkembang di Bandung adalah
fish spa. Fish spa adalah trend spa yang berasal dari Turki dengan
menggunakan ikan Garra Ruffa untuk menggigiti sel kulit mati yang
terdapat di kaki kita. Melihat perkembangan sushi dan fish spa yang cukup
pesat di Bandung, penulis memutuskan untuk membuka sebuah rumah
makan sushi yang menyediakan fasilitas fish spa di dalamnya. Rumah
makan tersebut akan dinamai Sushi Spa.
Sushi Spa menyediakan menu-menu sushi mulai dari Maki Sushi, Nigiri
Sushi, Uramaki Sushi, Spicy Tuna Sushi, Dragon Roll Sushi, dan
Californian Roll Sushi. Semua jenis sushi disediakan dengan harga yang
terjangkau oleh konsumen kelas menengah ke atas. Selain sushi, fasilitas
fish spa pun disediakan kepada para pengunjung yang ingin memanjakan
diri mereka. Sushi Spa menjamin kebersihan tempat fish spa mereka
sehingga para pengunjung dapat lebih rileks menikmatinya.
Business Plan ini disusun untuk menjelaskan secara rinci mengenai
Sushi Spa. Dalam business plan ini akan dibahas mengenai latar
belakang kenapa Sushi Spa didirikan, beserta kekuatan dan kelemahan
juga ancaman dan peluang yang dihadapi. Selain itu akan dibahas pula
mengenai aspek pemasaran, aspek operasional, aspek sumber daya
manusia dan juga aspek finansial dari Sushi Spa.
Maranatha Christian University
TABLE OF CONTENTS
DECLARATION OF ORIGINALITY .................................................................. i
FRONT COVER OF THE BUSINESS PLAN ................................................... ii
APPROVAL PAGE .......................................................................................... iii
TABLE OF CONTENTS ............................................................................. iv-vii
LIST OF TABLES .......................................................................................... viii
LIST OF FIGURES ......................................................................................... ix
ABSTRACT ..................................................................................................... x
EXECUTIVE SUMMARY ................................................................................ xi
CHAPTER I. THE BACKGROUND ................................................................ 1
1.1. BACKGROUND OF STUDY ................................................................. 1
1.2. SWOT ANALYSIS ................................................................................ 2
CHAPTER II. MARKETING ASPECT ............................................................ 5
2.1. THE MARKETING STRATEGY ............................................................ 6
2.1.1. THE SEGMENTING ....................................................................... 6
iv
2.1.2. THE TARGETING .......................................................................... 7
2.1.3. POSITIONING AND DIFFERENTIATION ...................................... 8
2.2. MARKETING MIX ................................................................................. 8
2.2.1. PRODUCT...................................................................................... 8
2.2.2. PRICE .......................................................................................... 10
2.2.3. PLACE ......................................................................................... 12
2.2.4. PROMOTION ............................................................................... 12
CHAPTER III. OPERATIONAL ASPECT ..................................................... 14
3.1. THE MANUFACTURING PROCESS .................................................. 14
3.1.1. SUSHI .......................................................................................... 14
3.1.2. FISH SPA ..................................................................................... 18
3.2. THE WORKFLOW PROCESS............................................................ 18
3.3. THE LOCATION ................................................................................. 20
3.4. THE SITE ........................................................................................... 21
3.5. THE LAYOUT ..................................................................................... 22
3.5.1. SHOP LAYOUT ............................................................................ 22
3.5.2. PRODUCTION LAYOUT .............................................................. 23
CHAPTER IV. HUMAN RESOURCE ASPECT ............................................. 24
v
4.1. ORGANIZATIONAL STRUCTURE ..................................................... 24
4.1.1. DIVISION OF LABOR .................................................................. 25
4.1.2. DEPARTMENTALIZATION .......................................................... 26
4.1.3. SPAN OF CONTROL ................................................................... 26
4.1.4. AUTHORITY................................................................................. 26
4.1.5. FORMALIZATION ........................................................................ 27
4.1.6. CHAIN OF COMMAND ................................................................ 27
4.2. HUMAN RESOURCE MANAGEMENT ............................................... 27
4.2.1. PLANNING ................................................................................... 27
4.2.2. WORKING HOURS ...................................................................... 28
4.2.3. COMPENSATION ........................................................................ 29
4.3. JOB ANALYSIS .................................................................................. 29
4.3.1. JOB DESCRIPTION ..................................................................... 30
4.3.2. JOB SPESIFICATION .................................................................. 32
CHAPTER V. FINANCIAL ASPECT ............................................................. 35
5.1. INITIAL INVESTMENT ....................................................................... 35
5.2. CASH INFLOW ................................................................................... 37
5.3. CASH OUTFLOW ............................................................................... 38
vi
5.4. CASH FLOW ...................................................................................... 40
5.5. CAPITAL BUDGETING ...................................................................... 41
5.5.1. PAYBACK PERIOD ...................................................................... 41
5.5.2. NET PRESENT VALUE ............................................................... 42
5.6. CONCLUSION .................................................................................... 43
BIBLIOGRAPHY
APPENDICES
Appendix 1: SUSHI SPA LOGO
Appendix 2: FLYER
vii
LIST OF FIGURES
Figure 3.1. How to make sushi maki ............................................................. 14
Figure 3.2. How to make nigiri sushi ............................................................. 15
Figure 3.3. How to make uramaki ................................................................. 15
Figure 3.4. How to make spicy tuna sushi..................................................... 16
Figure 3.5. How to make dragon roll sushi .................................................... 17
Figure 3.6. How to make California roll sushi ................................................ 17
Figure 3.7. How to prepare fish spa pond ..................................................... 18
Figure 3.8. The workflow process ............................................................ 18-20
Figure 3.9. Dago area location map .............................................................. 20
Figure 3.10. Dago Plaza ............................................................................... 21
Figure 3.11. Sushi Spa layout ....................................................................... 22
Figure 3.12. Production site layout ................................................................ 23
Figure 4.1. Organizational Structure of Sushi Spa ........................................ 25
ix
LIST OF TABLES
Table 2.1. Sushi Products ............................................................................... 9
Table 2.2. Product Prices .............................................................................. 10
Table 2.3. Package Price .............................................................................. 11
Table 4.1. Working Hours ............................................................................. 28
Table 4.2. Salary ........................................................................................... 29
Table 5.1. Initial Investment ..................................................................... 36-37
Table 5.2. Cash Inflow per Weekdays .......................................................... 38
Table 5.3. Cash Inflow per Weekend ............................................................ 38
Table 5.4. Cash Inflow Package per Week ................................................... 39
Table 5.5. Cash Outflow Variable Cost ......................................................... 40
Table 5.6. Cash Outflow Fixed Cost ............................................................. 40
Table 5.7. Cash Outflow Bonus per Year...................................................... 41
Table 5.8. Cash Flow .................................................................................... 42
Table 5.9. Payback Period ............................................................................ 43
Table 5.10. Net Present Value ...................................................................... 44
viii
CHAPTER I
BACKGROUND
1.1. Background of Study
Nowadays, sushi has been quite popular in Indonesia, also in Bandung.
Eating sushi has become a part of lifestyle. It was like eating hotdog or
hamburger twenty years ago (“Sushi, Makanan Jepang yang Jadi
Trendsetter” 1). If one or two years ago it seemed that sushi was for high
economic class people only, now the middle up economic class can also
enjoy sushi. It can be proven by the growing number of restaurants that sell
sushi with affordable prices. Sushi restaurants is also quite affordable now for
employees and students since sushi restaurants see students and employees
as a wide target market. Sushi Alley, Sushi Boon, and Sushi Den are the
examples of sushi restaurants in Bandung that provide sushi with affordable
prices.
Besides sushi, many people in Bandung are attracted to another trend
which is fish spa. Fish spa places, like Kenko Fish Spa in Paris Van Java
1
Maranatha Christian University
mall in Bandung, attract people because of their uniqueness. Fish spa can
make your feet skin pretty and soft because the Garra Ruffa fish will nibble
your dead skin to make your feet skin more beautiful (Yulianti 5). Because of
the benefit of fish spa, more and more people especially women want to try it.
Observing the popularity of the two businesses in Bandung, I decided to
open a place where people can eat sushi and enjoy fish spa before or after
they eat sushi. I am confident that combining sushi and fish spa in one place
will be a very profitable business. The name of the place is “Sushi Spa”. I
choose this name because the name reflects the two products of my
business, which are sushi and fish spa.
The location will be at Dago Plaza. I choose this place because Dago
Plaza has been known as a very popular place in Bandung for people to hang
out. Dago Plaza has been the major destination for people in Bandung during
weekend. Another advantage of Dago Plaza is that around Dago area there
are offices and schools that will be an advantage for my business. My main
target market is working women who enjoy fish spa and also like to eat sushi.
Students also can be a potential target market since there are many schools
around Dago.
1.2. SWOT Analysis
In this part, I will analyze the SWOT of the “Sushi Spa” business. First is
the analysis of the strengths of the business. The first strength is the price of
2
Maranatha Christian University
the sushi. The price is set to be affordable for people from middle up
economic class, which is a target market of Sushi Spa, to come to my place.
The second strength is the fish spa itself. People can enjoy fish spa and eat
sushi in one place. This can also attract people, especially working women, to
come because they will enjoy fish spa treatment to make their feet skin soft.
Third is the location which is at Dago Plaza. Besides as a place to hang out,
Dago has been known as one of the business centers in Bandung. Therefore,
women who work around Dago area can enjoy “Sushi Spa” after they work or
during their break time. The place is also near several schools, such as
SMAN 1, SMAK Dago, and SMAN 19, which means students can also come
to “Sushi Spa” after school.
There are also some weaknesses of this business that I need to deal with.
The first weakness is, as the owner, I do not have any experience in running
this business, even though I have the knowledge. These means I might not
be able to run the business as smooth as those with experience. Another
weakness is the maintenance of the fish spa. Because I have to manage the
hygiene of the fish spa, I will need to give extra time, energy, and cost.
The opportunity of my business is that my place will attract many people to
come and try since this is the first place in Bandung that provides people with
sushi and also fish spa at the same place. People in Bandung also like to try
new things. It can be proven from the previous sushi restaurants and also fish
spa places that attract many people in Bandung to come.
3
Maranatha Christian University
The threat of this business is that there are many sushi places and famous
fish spa places in Bandung. Sushi Alley in Jalan Riau and Kenko Fish Spa at
Paris van Java Mall are the main competitors. Sushi Alley offers people with
affordable price of sushi. People can also relax their feet because Sushi Alley
offers special stones for foot massage. Kenko Fish Spa is also a competitor
since this is the currently famous fish spa in Bandung and many people have
known and tried it.
My business has vision and mission. The vision is to make “Sushi Spa” the
most popular place to hang around while enjoying sushi and spa. The mission
is providing Japanese original taste of sushi and a relaxing fish spa place in
Bandung. For the sushi, I will serve only the best quality and fresh ingredients
so people can enjoy the delicious healthy sushi in its original taste. As for the
fish spa, I will always look after the maintenance of the spa so the fish spa will
always be clean and hygienic for customers; therefore, people can relax in a
hygiene-guaranteed fish spa.
4
Maranatha Christian University