Raja Singkong: Business Plan.

ABSTRACT
Rencana bisnis yang bernama “Raja Singkong” ini bertujuan untuk
membuat suatu wirausaha yang bergerak dalam pembuatan makanan
yang berbahan dasar singkong dengan nama singkong isi. Dalam
rancangan bisnis ini dipaparkan secara rinci tentang latar belakang,
konsep pemasaran, kegiatan operasional, sumber daya manusia, dan
aspek keuangannya.
Pada bab I, dipaparkan tentang latar belakang pembuatan rancangan
bisnis ini. Disamping itu, disertakan pula analisa tentang kekuatan,
kelemahan, kesempatan dan tantangan dari Raja Singkong sebagai
kegiatan wirausaha yang baru. Untuk mewujudkannya sangat diperlukan
kegiatan pemasaran yang terencana. Kegiatan pemasaran dan jenis-jenis
periklanan yang akan digunakan akan dibahas pada bab II. Selanjutnya,
kegiatan operasional perusahaan yang dimulai dengan pemilihan bahan
baku hingga produk tersebut siap dijual akan dibahas di bab III. Aspek
sumber daya manusia yang berkaitan dengan pemilihan tenaga kerja,
pemberian upah, spesifikasi tenaga kerja, dan pembagian tugas akan
dibahas di bab IV. Kemudian aspek keuangan yang meliputi modal awal,
perkiraan pengeluaran dan pemasukan, dan periode balik modal akan
dipaparkan di bab V. Berdasarkan hasil analisa berbagai aspek
bisnis,bisnis ini sangat menguntungkan untuk dijalankan.


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EXECUTIVE SUMMARY
Raja Singkong is a brand new food producer providing delicious taste
of cassavas in many variants. Raja Singkong develops cassava to be
delicious snacks that will satisfy people‟s taste buds. If on the market there
are kripik, singkong keju, or peuyeum, Raja Singkong promises you to
provide different tastes of cassava such as „Meatball Cassa Stuffed‟,
„Chicken Cassa Stuffed‟, „Beef Cassa Stuffed‟, „Sausage Cassa Stuffed‟.
In other words, Raja Singkong turns cassava to be extraordinary tasty
food by stuffing cassava and filling it with many variants of delicious
ingredients that will catch market attention. By making the best use of
market‟s interest of cassava, by providing extraordinary taste of cassava in
the product, and choosing Bandung, the heaven of foods, as the selling
location, significantly Raja Singkong will be a great and promising culinary
business especially in Bandung.
Raja Singkong will promote the product through the Internet by

creating its personal website and by benefitting social networking to
widespread the information. Those ways will support word-of-mouth
promotion, as the best

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promotion, to support Raja Singkong achieving better market and
maintaining better relationship with its customers. To complete customer‟s
satisfaction, Raja Singkong will be stood in a unique design style of store,
which can make customers pleasant and comfortable while enjoying the
food. Then, in the following year, Raja Singkong has set targets such as to
be one of Bandung culinary icons, to be a brand with customers‟
satisfaction, and to have more than one branch in Bandung. Based on the
calculation, this business has a good chance to develop. The calculation
shows that the Pay Back Period of this business is less than a year, which
is 8 months a day. The Net Cash Flow in the first year is Rp. 25.601.400
which has a potentiality to increase every year. The calculation shows that
this business is feasible and profitable to run.


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TABLE OF CONTENTS

DECLARATION OF ORIGINALITY…………………………………… i
FRONT COVER OF THE BUSINESS PLAN………………………

ii

APPROVAL PAGE……………………………………………………

iii

TABLE OF CONTENTS………………………………………………… iv
LIST OF TABLES……………………………………………………...

vi


LIST OF FIGURES……………………………………………………… vii
ABSTRACT………………………………………………………………. viii
EXECUTIVE SUMMARY……………………………………………….. ix
CHAPTER I. THE BACKGROUND……………………………………. 1
CHAPTER II. MARKETING ASPECT…………………………………. 6
CHAPTER III. OPERATIONAL ASPECT……………………………… 12
CHAPTER IV. HUMAN RESOURCE ASPECT……………………… 22

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CHAPTER V. FINANCIAL ASPECT………………………………..

28

BIBLIOGRAPHY
APPENDICES
Appendix 1


The logo of Raja Singkong

Appendix 2

The pictures of the products

Appendix 3

The package

Appendix 4

The flyer

Appendix 5

The menu

Appendix 6


The Cash Inflow of Raja Singkong

Appendix 7

The Cash Outflow of Raja Singkong

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LIST OF TABLES
Table 2.1

The price list of Raja Singkong……………………

Table 2.2

Promotion schedule of Raja Singkong……………….


11

Table 4.1

Working hours and opening hours of Raja Singkong..

24

Table 5.1

Initial Investment of Raja Singkong…………………..

29

Table 5.2

The Cash Inflow in the First Year of Raja Singkong...

30


Table 5.3

Total Cash Outflow in the First Year of Raja Singkong

31

Table 5.4

Total Net Cash Flow in the First Year of Raja Singkong

31

Table 5.5

Payback Period…………………………………………..

32

Table 5.6


Net Present Value of Raja Singkong………………….

33

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LIST OF FIGURES
Figure 3.1

The process of making stuffed cassava and the filling…

14

Figure 3.2

The workflow process……………………………………


17

Figure 3.3

The map of Raja Singkong location…………………

19

Figure 3.4

The layout plan of Raja Singkong store……………

20

Figure 4.1

The organizational structure of Raja Singkong……

23


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CHAPTER I
THE BACKGROUND

1.1 Background of the Business
Culinary business is a never-ending business to run because
everyone needs food and always eats. It makes many culinary businesses
grow rapidly. This fact makes this business never die. Haymans M. a
professor of Asian Banking Finance and Informatic Institute (ABFI)
Perbanas, says that culinary business still becomes the first choice to run.
Besides, he explains that culinary spends less capital, uses few
employees, and results fast capital turn-over even more than 100 percent
(qtd. in Yeni par.1). Those facts can be considered to run a low capital
culinary business. Reny Y. states that there are four types of low capital
culinary business. First, businesses that sell stuff of life like restaurant
padang, fried rice, and pecel ayam. Second, businesses that sell
substitute food like chicken noodle, bakso, soto, or sate. Third, businesses
that sell snacks like roasted bread, martabak, surabi, or gorengan. Fourth,
businesses that sell beverages like fruit ice,coconut ice, or cendol (75).

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Those reasons make me interested in running a culinary business. From
the many varieties of culinary businesses, I choose to sell snacks because
selling snacks spends less capital and snacks are easy to make.
My business deals with snack that is made of cassava as the raw
material and the product will be like comro, traditional food from Bandung.
The reason of using cassava is because cassava is one of the staples in
Indonesia. Moreover, Indonesian people have been familiar with it.
Additionally, cassava has plain taste and it can be easily modified with
other elements of foods (Zuain par. 1).
Since the snack is made of cassava, I named this business “Raja
Singkong”. As we see from the name itself; Raja means King and
Singkong means Cassava, the vision of this business is to be the king that
sells cassava in the market in Bandung.
Raja Singkong (henceforth, RS) will start its operation in Bandung,
where many unique foods are sold. As it is said that Bandung becomes
more popular by its food and beverages which are creatively made, and
they can attract many people to come to Bandung to taste the culinary
(Hoesni 4). Besides, Bandung also becomes heaven to satisfy people’s
taste bud. Since selling cassava as snacks will not need a wide space, I
plan to open it in a store that is designed like a food stall.
This business has a good prospect in the future. RS will also bring
profits and be feasible to run. RS also will be one of the culinary icons in
Bandung.

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1.2 SWOT Analysis
SWOT Analysis is needed to have a line on the strengths,
weaknesses, opportunities, and threats of a business. It can help me to
run and develop my business successfully. Johnson, Scholes, and
Whittington emphasize that “SWOT summarizes the key issues from the
business environment and the strategic capability of an organization that
are most likely to impact on strategy development” (119). The following
paragraphs will explain the SWOT Analysis of my business, Raja
Singkong.
1.2.1 Strengths
There are several strengths of the business. As Pearce and Robinson
state that “strengths are special qualities that a company has and also
suitable with the needs of the markets” (167). The first, it is located in
Bandung, which is known as the heaven of culinary, a city that is always
visited by domestic and foreign tourists during the weekends. The second,
this stuffed cassava is healthy food. All the materials used are healthy;
both the main and the supporting materials such oil, seasoning, and flour
are healthy. And the last is the product’s variety. Cassava has never been
made like this kind of product before. RS tries to combine cassava with
other food material to be the fillings such as beef, sausage, chicken, and
meatball.

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1.2.2 Weaknesses
Weaknesses are the internal conditions that keep a business from
developing. It is said that “Weaknesses are the qualities that prevent us
from accomplishing our mission and achieving our full potential” (“SWOT
Analysis” par. 4). The weakness of my business is that my product is
easily imitated because of the easiness of getting the raw material and the
fillings of the product.
1.2.3 Opportunities
I notice that there are some opportunities that could be developed.
According to Pearce and Robinson, opportunities mean “a major favorable
situation in a firm’s environment” (166). First, people are easily bored with
the tastes of food that have never been changed. Therefore, they need
new taste to satisfy their taste bud. RS offers some new tastes of cassava
that can fulfill their needs. Second, Indonesian people have been familiar
with cassava and they will not be worry to taste it. Especially in Bandung,
cassava is familiar. Bandung has traditional food called peuyeum which is
also made of cassava. However, peuyeum and products in RS has
different taste and it will make people want to try the product.
1.2.4 Threat
Threat may become problems if we cannot handle it. Pearce and
Robinson maintain that “a threat is a major unfavorable situation in a firm’s
environment” (166). Based on the statement, my business’s threat is that
there are many substitute competitors who also sell snacks with the same

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raw material. They are the vendors who sell snack made from cassava like
comro, cassava chips, and cheese cassava.

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BIBLIOGRAPHY
Printed Sources
Dessler, Garry. Human Resource Management. New Jersey: Prentice Hall,
2008.
Garisson, Ray, Eric Noreen, and Peter Brewer. Managerial Accounting.
Boston: McGraw-Hill, 2007.
Hoesni, Albertin. Kue Populer Oleh-oleh Khas Bandung. Jakarta: PT
Gramedia Pustaka Utama, 2002.
Johnson, Gerry, Kevan Scholes, and Richard Whittington. Exploring
Corporate Strategy: Text & Cases. 8th ed. New Jersey: Prentice Hall,
2008.
Kotler, Philip, and Gary Armstrong. Principles of Marketing. New Jersey:
Pearson Prentice Hall, 2005.
Kotler, Philip, and Kevin L. Keller. Marketing Management. 13th ed. New
Jersey: Pearson Prentice Hall, 2009.

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Pearce, John A., and Richard B. Robinson, Jr. Strategic Management:
Strategy Formulation, Implementation and Control. 9th ed. Boston:
McGraw-Hill., 2005.
Peter, J. Paul, and Olson, Jerry C. Consumer Behavior & Marketing Strategy.
Boston:McGraw-Hill, 2005.
Tjiptono, Fandy. Strategi Pemasaran. Indonesia: Elex Media Komputindo,
2008.
Y. Reny. 54 Peluang Usaha Makanan & Minuman Modal Rp2 Jutaan.
Jakarta: Daras Books, 2010

Electronic Source
“Cash Inflow.” Superiorinverstor.net. 2008. 01 June 2011.
.
“Cash Outflow.” Superiorinverstor.net. 2008. 01 June 2011.
.
“Marketing Mix.” NetMBA.com. 2010. 03 May 2011
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“Social Media marketing.” CoolAvenues.com. 2010. 17 April 2011
.
“SWOT Analysis.” managementstudyguide.com. 2010. 21 May 2011
.
“Upah Minimum Regional/ Propinsi/ Kota.” Pajak.net. 2011. 02 June 2011
.
Ditelzweig, Howard. “Organizational Structure.” 2009. 5 May 2011.
.
Yeni. “5 Factors that Make Culinary Business Success.” Business Deal
Entertainment 1 Dec. 2010. 15 April 2011
.
Zuain, Achmad. “Ubi-Singkong Sehatkan Jantung & Darah.” Shvoong 5 Oct.
2010. 23 Nov. 2010 .

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