Warung Ceu Kokom : A Business Plan.

ABSTRACT

Soybean is one of Indonesian cuisine. In addition to a diet rich in vitamins, soy is also a food that is easy to make variations. One famous example is the soybean, in addition to cheap Tempe also has proved a good nutrient for the body. If the soy-based foods such as tempeh is combined with recipes from overseas, will surely give a new flavor in the world of cuisine. This business plan discusses Fusion Food which is a new concept in the world in Indonesian cuisine.

Food Fusion concept will be applied in the restaurant business which presents the results of fusion recipes menus. The main target of this business is the people of Bandung. as we know that in Bandung was a lot of eating places that serve not only the taste but the new experience of enjoying food. Since Bandung is selected as the main venue, the restaurant's name is adapted to the environment and local

culture. "Warung Ceu Kokom" is selected as the name of this

restaurant. Each chapter in this business plan will describe in detail the concept and the uniqueness of this restaurant has to offer.

EXECUTIVE SUMMARY

Restaurant business is a common trend in Bandung nowadays.

Sundanese, Chinese and Japanese food restaurants are already familiar among people in Bandung. Bandung itself is well-known as a ”food city”. This Business plan provides the restaurant business with a different concept of food, namely fusion food, which means that the food is a combination of two recipes or more from diverse countries. Healthy food concept is also taken as the supporting concept applied in this restaurant. Then with a cozy atmosphere of Bandung, this restaurant will bring something new in a culinary experience. Moreover, it is expected that the restaurant will become a new trend in Bandung, where dining is no longer seen as a daily need but also as a life style. This restaurant concept and menu are presented right in the downtown of Bandung which is Paskal Hyper Square, so anyone is welcome to experience the taste. It is believed that the food has a soul, and thus, human intelligence and passion to explore this business plan are challenged to taste the million flavours.

TABLE OF CONTENT

Title page ………...……… ………i

Declaration of Originality……… ……… ………..ii

Front Cover of the Business Plan ...…... ...….……….iii

Approval page ...………...………..iv

Table of Content……..…… ……….v

Abstract …...……….…..…………..………..vi

Executive Summary ...………...vii

Chapter I. The Background……….….………...1

Chapter II. Marketing Aspect ……….….………..6

Chapter III. Operational Aspect … ……….….………..15

Chapter IV. Human Resource Aspect……….….………..22

Chapter V. Financial Aspect……… ….….………..27 Bibliography

CHAPTER I

BACKGROUND OF THE PROJECT

1.1 The Business

This business is a healthy-food restaurant concept where the cooking process and ingredients are chosen carefully. This restaurant business is planned to be a special one because it uses soya as its main ingredient. Soya is one typical ingredient which is used by people in Indonesia. Bandung is one of the cities that commonly uses soya for making various culinary delights, like: Tempe or Tahu. Soya is not only a good ingredient to make delicious food but it is healthy; besides, it is easy to find and the price is affordable.

Based on the book titled “Ayo ke Bandung”, written by A Jacken T in 2003, there are no restaurants in Bandung that use soya as the main ingredient yet. That means the level of competition is low and I see that it is a very great opportunity to run this business. However, it does not mean there is no competitor. In the next chapter I will show the competitor analysis. Besides, there were some researches about the benefits of soya, for example in Sinar Harapan newspaper in April 2003, written by Wisnu Adi Yulianto, a lecturer of

Wangsa Manggala Yogyakarta University, who says that consuming soya everyday can prevent osteoporosis. Another example is an article in

KOMPAS website, on Thursday 10th April 2008, written by British Journal of Cancer which shows that consuming soya can defeat breast cancer

especially for a young woman. By knowing the advantages of soya for health, this business has a good opportunity to be developed.

From my explanation above, a strategic place to run this business is West Java. The business will adapt a traditional Bandung restaurant concept and because the location itself is in Bandung area (Paskal Hyper Square), the name of the restaurant is adapted from Sundanese language: Warung Ceu Kokom (henceforth WCK). Ceu is a special term to address women in Bandung; in my opinion, the name would be easy to remember and give a friendly impression.

One important factor to consider is that a restaurant should have a unique selling point. This restaurant will adapt a Fusion Food restaurant which means that the food is a combination of two recipes or more from diverse countries (Wikipedia). Fusion Food concept itself has recently become popular in many regions including Jakarta. On top of that, this restaurant will also choose healthy food products concept. I realize that this restaurant should have a specific target market. So the main target markets of this restaurant are young people who dare trying new kinds of menu. The waiters’ and waitresses’ friendliness in communication will be made suitable to the

welcomes anyone to enjoy the menu and the friendliness. WCK is beneficial to run because health issue has recently been a trend in the society. The business will also give many benefits to the investor, because it has a different concept from other sundanese restaurants. The details about the concept will be provided in the next chapter.

1.2 The Survey

This restaurant tries to answer the needs of consumer and in order to know them, I did survey by giving out questionnaires to 100 participants aged 17 up to 45 years old including students, employees, and families around Central Bandung Area. The survey used a sampling method because of the limitation of time and cost. Besides, this survey wanted to convey the recent life style in daily eating habit. There were 19 questions applied to find out the needs of consumer. The result of the survey is to be concluded in

percentage, to know how much number of participants in each variable. The result of the survey is quite impressive; in each question we can see the percentages that represent the condition of market at present.

1.3 Goals

The first goal of this restaurant is to gain profit while providing the best services and high quality product. In order to achieve the goals, WCK tries to meet the needs with the goods. During the first and second year, WCK

Moreover, it is expected that WCK will become the number one healthy resto in Bandung. The second goal of WCK is to gain 75% the market in Paskal Hyper Square in the third year. The last goal is to have a new branch around Bandung. In the next chapter, I will show why Paskal Hyper Square is chosen as the location.

1.4 Positioning

Compared with other competitors, WCK is one of the restaurants which has a sharp target market, specific product and affordable price. These three factors influence consumer awareness and these can be achieved by giving good services, high quality product, and well-trained human resources.

Another point is that WCK can be categorized as a restaurant which does not only sell products but also offers a different taste experience. WCK can also be seen as an innovative restaurant which provides healthy food through its recipes combination between Western and Asian food.

1.5 Market Analysis

• Condition of the market

 Potential Market

Based on the survey, 68% of participants are willing to taste ”Steak Tempe”. As we can see on the pie chart below.

Figure 1.1 Survey Result

 Sales potensial

After doing the field research and survey based on the

questionnaire, the result shows that many people like to find a new variation of food. This confirms that WCK is on the right track. Besides, the product is affordable, and the menu is also unique. This restaurant will meet the consumers’ need, and it will make WCK popular.

• Competitor Analysis

Since Paskal Hyper Square is chosen as the main location, I analyze that almost all the food stalls there are competitors, such as Obiku, Nasi Campur, and Tizzi, which are seen as the tough

competitors, because these three competitors take almost 60% of consumers in Paskal Hyper Square.

Are you willing to taste "Steak Tempe"?

68% 32%

BIBLIOGRAPHY

A Jacken T. Printed Sources

Ayo ke Bandung

Wisnu, Adi. “Kandungan gizi dalam kedelai” Sinar Harapan Newspaper 20 April. 2003.

. Indonesia: Bandung, Pustakawan 2003.

Buchari, Alma. Manajemen Pemasaran dan Pemasaran Jasa. Bandung, Erlangga 2004.

British Journal of Cancer. “soya can defeat breast cancer” edition Thursday 10 April 2008. http:

Electronic Sources

“Fusion Cuisine.” Wikipedia.com. 2008. Encyclopedia 2 September 2008.

http:

Karyadi, Elvina. “Kedelai penuh protein.” 22 September 2007 Femina-online.com/issue/issue_detail.asp.

CHAPTER I

BACKGROUND OF THE PROJECT

1.1 The Business

This business is a healthy-food restaurant concept where the cooking process and ingredients are chosen carefully. This restaurant business is planned to be a special one because it uses soya as its main ingredient. Soya is one typical ingredient which is used by people in Indonesia. Bandung is one of the cities that commonly uses soya for making various culinary delights, like: Tempe or Tahu. Soya is not only a good ingredient to make delicious food but it is healthy; besides, it is easy to find and the price is affordable.

Based on the book titled “Ayo ke Bandung”, written by A Jacken T in 2003, there are no restaurants in Bandung that use soya as the main ingredient yet. That means the level of competition is low and I see that it is a very great opportunity to run this business. However, it does not mean there is no competitor. In the next chapter I will show the competitor analysis. Besides, there were some researches about the benefits of soya, for example in Sinar Harapan newspaper in April 2003, written by Wisnu Adi Yulianto, a lecturer of

Wangsa Manggala Yogyakarta University, who says that consuming soya everyday can prevent osteoporosis. Another example is an article in

KOMPAS website, on Thursday 10th April 2008, written by British Journal of Cancer which shows that consuming soya can defeat breast cancer

especially for a young woman. By knowing the advantages of soya for health, this business has a good opportunity to be developed.

From my explanation above, a strategic place to run this business is West Java. The business will adapt a traditional Bandung restaurant concept and because the location itself is in Bandung area (Paskal Hyper Square), the name of the restaurant is adapted from Sundanese language: Warung Ceu Kokom (henceforth WCK). Ceu is a special term to address women in Bandung; in my opinion, the name would be easy to remember and give a friendly impression.

One important factor to consider is that a restaurant should have a unique selling point. This restaurant will adapt a Fusion Food restaurant which means that the food is a combination of two recipes or more from diverse countries (Wikipedia). Fusion Food concept itself has recently become popular in many regions including Jakarta. On top of that, this restaurant will also choose healthy food products concept. I realize that this restaurant should have a specific target market. So the main target markets of this restaurant are young people who dare trying new kinds of menu. The waiters’ and waitresses’ friendliness in communication will be made suitable to the youth lifestyle. However, to make it less exclusive, this restaurant also

welcomes anyone to enjoy the menu and the friendliness. WCK is beneficial to run because health issue has recently been a trend in the society. The business will also give many benefits to the investor, because it has a different concept from other sundanese restaurants. The details about the concept will be provided in the next chapter.

1.2 The Survey

This restaurant tries to answer the needs of consumer and in order to know them, I did survey by giving out questionnaires to 100 participants aged 17 up to 45 years old including students, employees, and families around Central Bandung Area. The survey used a sampling method because of the limitation of time and cost. Besides, this survey wanted to convey the recent life style in daily eating habit. There were 19 questions applied to find out the needs of consumer. The result of the survey is to be concluded in

percentage, to know how much number of participants in each variable. The result of the survey is quite impressive; in each question we can see the percentages that represent the condition of market at present.

1.3 Goals

The first goal of this restaurant is to gain profit while providing the best services and high quality product. In order to achieve the goals, WCK tries to meet the needs with the goods. During the first and second year, WCK makes an effort to have loyal consumers by giving special offer continually.

Moreover, it is expected that WCK will become the number one healthy resto in Bandung. The second goal of WCK is to gain 75% the market in Paskal Hyper Square in the third year. The last goal is to have a new branch around Bandung. In the next chapter, I will show why Paskal Hyper Square is chosen as the location.

1.4 Positioning

Compared with other competitors, WCK is one of the restaurants which has a sharp target market, specific product and affordable price. These three factors influence consumer awareness and these can be achieved by giving good services, high quality product, and well-trained human resources.

Another point is that WCK can be categorized as a restaurant which does not only sell products but also offers a different taste experience. WCK can also be seen as an innovative restaurant which provides healthy food through its recipes combination between Western and Asian food.

1.5 Market Analysis

• Condition of the market

 Potential Market

Based on the survey, 68% of participants are willing to taste ”Steak Tempe”. As we can see on the pie chart below.

Figure 1.1 Survey Result

 Sales potensial

After doing the field research and survey based on the

questionnaire, the result shows that many people like to find a new variation of food. This confirms that WCK is on the right track. Besides, the product is affordable, and the menu is also unique. This restaurant will meet the consumers’ need, and it will make WCK popular.

• Competitor Analysis

Since Paskal Hyper Square is chosen as the main location, I analyze that almost all the food stalls there are competitors, such as Obiku, Nasi Campur, and Tizzi, which are seen as the tough

competitors, because these three competitors take almost 60% of consumers in Paskal Hyper Square.

Are you willing to taste "Steak Tempe"?

68% 32%

BIBLIOGRAPHY

A Jacken T. Printed Sources

Ayo ke Bandung

Wisnu, Adi. “Kandungan gizi dalam kedelai” Sinar Harapan Newspaper 20 April. 2003.

. Indonesia: Bandung, Pustakawan 2003.

Buchari, Alma. Manajemen Pemasaran dan Pemasaran Jasa. Bandung, Erlangga 2004.

British Journal of Cancer. “soya can defeat breast cancer” edition Thursday 10 April 2008. http:

Electronic Sources

“Fusion Cuisine.” Wikipedia.com. 2008. Encyclopedia 2 September 2008.

http:

Karyadi, Elvina. “Kedelai penuh protein.” 22 September 2007 Femina-online.com/issue/issue_detail.asp.