Hommy's Boarding House : A Business Plan.
ABSTRACT
Bisnis yang dibahas dalam proyek akhir ini adalah bisnis tempat kos yang
unik yang berlokasi di kota Bandung. Bisnis ini diberi nama Hommy’s
Boarding House yang memberikan keunggulan dalam fasilitas, yang
membuat penghuni merasa tinggal seperti di rumah sendiri.
Fasilitas–fasilitas yang ditawarkan Hommy’s Boarding House berbeda
dengan tempat kos lain. Yang pertama adalah fasilitas ruangan home
theatre dan ruangan karaoke sebagai fasilitas hiburan untuk para penghuni.
Kedua, Hommy’s Boarding House menyediakan makan pagi dan makan
malam. Dengan begitu para penghuni tidak perlu kuatir untuk mencari
makanan sebelum dan sesudah beraktifitas. Ketiga, adanya common room
menjadikan tempat kos ini berkonsep homey karena letaknya yang berada di
tengah dan dikelilingi kamar-kamar di mana para penghuni dapat berinteraksi
satu dengan yang lain dan dapat menciptakan suatu suasana kekeluargaan
dimana mereka merasa seperti berada di rumah sendiri.
Hommy’s Boarding House berlokasi di Jalan Sarimanah Raya I Blok IX no
32, Bandung. Lokasi ini berada di pinggir jalan raya. Selain itu, lokasi
Hommy’s Boarding House ini dekat dengan beberapa perguruan tinggi,
diantaranya Universitas Kristen Maranatha, Politeknik Negeri Bandung, dan
Politeknik Pos Indonesia.
Dalam mempromosikan bisnis ini, Hommy’s Boarding House menggunakan
beberapa cara promosi diantaranya adalah dengan menggunakan Internet,
seperti melalui jejaring sosial baik Facebook, Twitter,dan Myspace. Selain itu
Hommy’s Boarding House akan mempromosikan diri dengan membagikan
flyer ke beberapa perguruan tinggi seperti Universitas Kristen Maranatha,
Politeknik Negeri Bandung, dan Politeknik Pos Indonesia.
Dalam perencanaan keuangannya, Hommy’s Boarding House, diperkirakan
akan mengalami kenaikan harga sebesar 10 persen setiap tahunnya. Selain
itu Hommy’s Boarding House akan memperoleh kembali modalnya dalam
waktu kurang lebih tiga tahun. Hal tersebut menunjukkan bahwa bisnis ini
merupakan bisnis yang positif.
vi
Maranatha Christian University
EXECUTIVE SUMMARY
Hommy’s Boarding House, is the first boarding house in Bandung which
offers a homey concept, that is, the tenants who live there can feel like they
are at home. The Hommy’s Boarding House has a common room where the
tenants can interact with each other. Hommy’s Boarding House also has
facilities for entertainment, which are a karaoke room and a home theatre
room where tenants can relax, and can be relieved from boredom. Besides
that, the tenants who live in Hommy’s Boarding House will get breakfast and
dinner; thus, tenants who are really busy do not need to worry about their
meals every day.
Hommy’s Boarding House will be located on Jalan Sarimanah Block XI no
32, Bandung. The location of Hommy’s Boarding House will be by the main
road, and is easily accessible with public transportation passing by. Thus, the
place is easy to find.
Based on the size of the market, Hommy’s Boarding House needs
388,984,000 IDR as its capital. Hommy’s Boarding House can get as much
profit as 7,740,000 IDR every month. The rent of Hommy’s Boarding
HouseCan increase about 10 percent every year. I believe that this business
will run well and is promising one.
vii
Maranatha Christian University
TABLE OF CONTENTS
FRONT COVER OF THE BUSINESS PLAN............………………..…….i
APPROVAL PAGE…………………………………………….…………..…ii
DECLARATION OF ORIGINALITY…………………...…………………….iii
PERNYATAAN ORISINALITAS LAPORAN PENELITIAN ………………iv
PERNYATAAN PUBLIKASI LAPORAN PENELITIAN …………………..v
ABSTRACT….…………………………………………………………….......vi
EXECUTIVE SUMMARY…………………………………………….….…..vii
TABLE OF CONTENTS..........................................................................viii
LIST OF TABLES…………………………………………………………….x
LIST OF FIGURES…………………………………………………………..xi
CHAPTER I. THE BACKGROUND…......................................................1
CHAPTER II. MARKETING ASPECT………………………………………7
CHAPTER III. OPERATIONAL ASPECT…………………………………13
viii
Maranatha Christian University
CHAPTER IV. HUMAN RESOURCES ASPECT…...............................18
CHAPTER V. FINANCIAL ASPECT……………………………………....23
BIBLIOGRAPHY
APPENDICES :
A. Hommy’s Boarding House Registration Form
B. Rules of Hommy’s Boarding House
C. Flyer of Hommy’s Boarding House
D. Facebook Profile of Hommy’s Boarding House
E. Meals Schedule of Hommy’s Boarding House
F. Pictures of sample designs for Hommy’s Boarding House’s
rooms and building.
ix
Maranatha Christian University
LIST OF TABLES
TABLE 5.1 INITIAL INVESTMENT………….…………………………….23
TABLE 5.2.1 CASH INFLOW PER MONTH.….…………………………25
TABLE 5.2.2 CASH INFLOW PER YEAR.….……………………………26
TABLE 5.3.1 CASH OUTFLOW.……….....………………………………27
TABLE 5.3.2 CASH FLOW…………………………………………..……28
TABLE 5.4 PAYBACK PERIOD…………………………………………..28
TABLE 5.5 NET PRESENT VALUE………………………………………30
x
Maranatha Christian University
LIST OF FIGURES
FIGURE 3.1 THE PROCEDURE OF RENTING A ROOM…….……….14
FIGURE 3.2 THE LOCATION……………………………….…...………..15
FIGURE 3.3 THE LAYOUT………………………………………...……...16
FIGURE 4.1 ORGANIZATIONAL STRUCTURE…………...…………...18
xi
Maranatha Christian University
CHAPTER I
INTRODUCTION
I.I Background of Business
Nowadays, there are many people who move from their hometown for
studying or working. This move is called “migration” as stated by BPS (par.
1). According to BPS Indonesia, “residents with less growth rate will move
toward areas with higher growth rates” (par. 2). This is why many people
migrate from small cities to bigger cities. There are factors for their
migrations. BPS Indonesia states that there are pull factors from a region
that makes people from other cities move there (par. 4). These factors pull
people from small cities to bigger cities. They want to make their lives better.
The first factor is the existence of activities in large cities, places of
entertainment and a cultural centre. The second is the presence of hope to
have the opportunity to improve their standard of living. The last factor is the
opportunity to obtain a better education. There are many good universities in
1
Maranatha Christian University
big cities like Jakarta and Bandung that can give opportunities for people to
get a better education.
The big cities which are usually chosen are Jakarta and Bandung. Besides
being modern cities, they also have many famous, superior, and high quality
universities that attract the migrants to continue their study there.
Bandung in particular has become an education city, as stated by Siswadi
Edi, that Bandung today is an important city of education that attracts many
graduates of secondary schools to continue to universities there (par. 1).
Bandung has many famous universities, such as Institut Teknologi Bandung,
Universitas Kristen Maranatha, Politeknik Negeri Bandung (hereafter,
Polban), Politeknik Pos Indonesia (hereafter, PPI), Universitas Padjadjaran,
and Universitas Katolik Parahyangan.
Universitas Kristen Maranatha or Maranatha Christian University
(henceforth, MCU) is one of the universities in Bandung that provides many
faculties and is completed by facilities which attract many people to study
there. According to “Ranking Web of World Universities”, “The graduates from
Maranatha Christian University last year were 10,216 people” (par. 1). This
means that Maranatha Christian University has a large number of students.
Usually people who study at Maranatha Christian University do not only come
from Bandung; some of them come from other cities. Those students who
come from other cities need a place for them to stay during their time of study
at Maranatha Christian University. Usually they choose a boarding house to
2
Maranatha Christian University
live in. They choose a boarding house in a strategic location to make it easy
for them to go to campus in a short time. They also choose a boarding house
which offers complete facilities. This is an opportunity; therefore, to open a
boarding house for those who need a place to live during their study at
Maranatha Christian University.
I decided to open a boarding house which is specialized for female
students who often feel homesick. According to Catherine Clark Kroeger, the
author of The IVP Women's Bible, “Women tend to be more isolated, lonely
and homesick “ (489). This is the reason I specialize in a boarding house for
female students, because they tend to be homesick more often than men.
Although nowadays in many areas in Bandung there are many boarding
houses and they offer diverse facilities, this boarding house is different from
the others. I am interested in building a boarding house which offers facilities
to make the tenants feel at home. The name of the boarding house is
Hommy’s Boarding House (henceforth, HBH), and the boarding house is
completed with several facilities. First, the cosmmon room at the center which
is surrounded by the bedrooms where the tenants can interact with each
other. Second, the tenants will get breakfast and dinner. Third, the boarding
house will be completed by a home theatre room and a karaoke room for their
entertainment and to make them feel close to each other, and also to help
them enjoy living there. Kelcy Lynn, who has nearly ten years of full-time
experience working with and at colleges, in positions ranging from a college
3
Maranatha Christian University
admissions adviser for teenagers in foster care to a Program Officer at a
consortium of twelve colleges in the Midwest of U.S, states that “At any given
point in time, most college students are stressed about something, it's just
part of going to school” (par.1). Usually college students feel stressed when
they face assignments, examinations, or boredom. HBH’s karaoke room and
home theatre room are the place for them to make them keep their stress in
check and relax when they get too many tasks.
Besides karaoke room and home theatre room, there are eight shared
bathrooms (with hot and cold water), an Internet access, a shared kitchen, a
garden, and a laundry and cleaning service. HBH also places complete
furniture in the bedrooms. There are a desk, a cupboard, a mattress
(180cmsx200cms), a pillow, and a bolster in each bedroom.
HBH will be located in Sarimanah Street Bandung. I choose this location
because it is near MCU, Polban, and PPI. The location is strategic. It is near
the schools, and it is passed by public transportations.
1.2 Unique Selling Preposition
A business has unique selling preposition when it offers different products
from other businesses. Michael Gray, as a profit advisor, states that “USP is
to differentiate your business in the eyes of your current and potential
customers or clients” (par.4). USP of HBH is the facilities it offers, which are
different from other boarding houses. In HBH, there is a common room at the
4
Maranatha Christian University
center surrounded by the bedrooms, thus if the tenants go out from their
rooms, they can interact with each other. There is also a garden at the back,
and a home theatre room and karaoke room as a place of entertainment for
the tenants.
1.3 SWOT
SWOT is strength, weaknesses, opportunity, and threats. Tim Berry,
explains that “Strengths capture the positive aspects internal to your business
that add value or offer you a competitive advantage” (par. 6). The strength of
HBH is the tenants can feel at home because of the facilities. The tenants can
interact with each other in the common room because the common room will
be in the center of all the bedrooms. The tenants will get breakfast and
dinner, and also the tenants can enjoy the home theatre room and karaoke
room which are offered as the entertainment rooms. All the facilities will be
monitored by the owner, and she will make the situation in the boarding
house homey for the tenants. The owner will also make interaction with the
tenants so they can become closer with each other.
Besides the strengths, HBH also has weaknesses. Tim Berry states that
“the weaknesses are factors that are within your control that detract from your
ability to obtain or maintain a competitive edge” (par. 7). The weaknesses of
HBH are it is only for female students, the rooms are limited (only 15 rooms),
and the price is quite expensive.
5
Maranatha Christian University
However, there is still an opportunity that can make HBH successful. Tim
Berry states that “the opportunity is the external attractive factors that
represent the reason for your business to exist and prosper” (par. 10). The
opportunity that HBH has is the location which is near MCU, Polban, and PPI.
The number of students at these institutions increase every year so they need
a comfortable place to live in during their study. Usually female students who
come from different cities which are far from Bandung tend to get homesick.
HBH can help them feel at home in the city.
I am confident that HBH is different and has a good opportunity because I
have done a survey at the boarding houses around MCU, such as Micasa,
Cherry’s Home, and Tulip. From my survey, I found that the boarding houses
prioritize the facilities in the bedrooms, but they do not make a common room
available for all tenants to gather. Although they offer many facilities such as
a gym and a swimming pool, still they do not have a room where the tenants
can interact with each other.
However, I must be careful with the threat for HBH. A threat, according to
Tim Berry, “includes factors beyond your control that could place your
marketing strategy, or the business itself, at risk” (par. 23). The threat for
HBH is there are many boardinghouses around that offer complete facilities
like swimming pools and gyms, and the price is affordable. Besides that,
people who do not like to mingle or people who prefer to live individually can
also be a threat for HBH.
6
Maranatha Christian University
BIBLIOGRAPHY
Printed Sources
Chase, Richard B., F. Robert Jacobs, Nicholas J. Aquino. Operation
Management for Competitive Advantage. 11th ed. New York: Mc Graw-Hill
Companies, Inc., 2007.
Gitman, Ray H. and Eric W. Nooren. Managerial Accounting. 10th ed. New
York: McGraw-Hill, 2003.
Hughes, J. Robert and Jack R. Kapoor. Business. Boston: Houghton Mifflin
Company, 2005.
Kotler, Philip and Gary Amstrong. Principles of Marketing. 10th ed. New
Jersey: Pearson Education, Inc., 2004.
Kotler, Philip and Kevin Lane Keller. Marketing Management. New Jersey:
Pearson Education, Inc., 2006.
Kroeger, Catherine Clark. The IVP Women’s Bible. Downers Grove:
Intervarsity Christian Fellowship, 2002.
Philip, Kottler. Marketing Management. Millennium ed. New Jersey:
Prentice Hal, 2000.
Straub, Joseph T. and Raymon F. Attner. Introduction to Business. 2nd ed.
Maranatha Christian University
Boston: A Division of Wadsworth, Inc. 2002.
Electronic Sources
Badan Pusat Statistik. “Improving Data for Decentralized Planning”. 2010. 02
February 2011.
.
Berry, Tim. “How to Perform SWOT Analyzes.”. Small Business Articles 2010.
10 January 2011.
Cooper, Stephen. “Superior Investor.” Superiorinvestor.net. 2007.16
April 2011. < http://www.superiorinvestor.net/investor-definition/stockvaluation/fundamental-analysis/cash-outflow.html>.
Gray, Michael. “The Unique Selling Preposition”. profitadvisors.com. 2010.
10 June 2011.
Lake, Laura. “Marketing”. about.com.marketing. The New York Times
Company. 2010. 04 March 2011.
Lynn, Kelcy. “How to Reduce Stress While in College.” About.com 2010. 08
January 2011.
.
“Ranking Web Of World Universities”. Webometrics.com. Cybermetrics Lab.
10 January 2010. 07 March 2011.
< http://www.webometrics.info/top12000.asp>
Maranatha Christian University
Siswandi, Edi “Pelajar Kota Bandung” Unpad.com . 2010. 03 March 2011
.
Maranatha Christian University
Bisnis yang dibahas dalam proyek akhir ini adalah bisnis tempat kos yang
unik yang berlokasi di kota Bandung. Bisnis ini diberi nama Hommy’s
Boarding House yang memberikan keunggulan dalam fasilitas, yang
membuat penghuni merasa tinggal seperti di rumah sendiri.
Fasilitas–fasilitas yang ditawarkan Hommy’s Boarding House berbeda
dengan tempat kos lain. Yang pertama adalah fasilitas ruangan home
theatre dan ruangan karaoke sebagai fasilitas hiburan untuk para penghuni.
Kedua, Hommy’s Boarding House menyediakan makan pagi dan makan
malam. Dengan begitu para penghuni tidak perlu kuatir untuk mencari
makanan sebelum dan sesudah beraktifitas. Ketiga, adanya common room
menjadikan tempat kos ini berkonsep homey karena letaknya yang berada di
tengah dan dikelilingi kamar-kamar di mana para penghuni dapat berinteraksi
satu dengan yang lain dan dapat menciptakan suatu suasana kekeluargaan
dimana mereka merasa seperti berada di rumah sendiri.
Hommy’s Boarding House berlokasi di Jalan Sarimanah Raya I Blok IX no
32, Bandung. Lokasi ini berada di pinggir jalan raya. Selain itu, lokasi
Hommy’s Boarding House ini dekat dengan beberapa perguruan tinggi,
diantaranya Universitas Kristen Maranatha, Politeknik Negeri Bandung, dan
Politeknik Pos Indonesia.
Dalam mempromosikan bisnis ini, Hommy’s Boarding House menggunakan
beberapa cara promosi diantaranya adalah dengan menggunakan Internet,
seperti melalui jejaring sosial baik Facebook, Twitter,dan Myspace. Selain itu
Hommy’s Boarding House akan mempromosikan diri dengan membagikan
flyer ke beberapa perguruan tinggi seperti Universitas Kristen Maranatha,
Politeknik Negeri Bandung, dan Politeknik Pos Indonesia.
Dalam perencanaan keuangannya, Hommy’s Boarding House, diperkirakan
akan mengalami kenaikan harga sebesar 10 persen setiap tahunnya. Selain
itu Hommy’s Boarding House akan memperoleh kembali modalnya dalam
waktu kurang lebih tiga tahun. Hal tersebut menunjukkan bahwa bisnis ini
merupakan bisnis yang positif.
vi
Maranatha Christian University
EXECUTIVE SUMMARY
Hommy’s Boarding House, is the first boarding house in Bandung which
offers a homey concept, that is, the tenants who live there can feel like they
are at home. The Hommy’s Boarding House has a common room where the
tenants can interact with each other. Hommy’s Boarding House also has
facilities for entertainment, which are a karaoke room and a home theatre
room where tenants can relax, and can be relieved from boredom. Besides
that, the tenants who live in Hommy’s Boarding House will get breakfast and
dinner; thus, tenants who are really busy do not need to worry about their
meals every day.
Hommy’s Boarding House will be located on Jalan Sarimanah Block XI no
32, Bandung. The location of Hommy’s Boarding House will be by the main
road, and is easily accessible with public transportation passing by. Thus, the
place is easy to find.
Based on the size of the market, Hommy’s Boarding House needs
388,984,000 IDR as its capital. Hommy’s Boarding House can get as much
profit as 7,740,000 IDR every month. The rent of Hommy’s Boarding
HouseCan increase about 10 percent every year. I believe that this business
will run well and is promising one.
vii
Maranatha Christian University
TABLE OF CONTENTS
FRONT COVER OF THE BUSINESS PLAN............………………..…….i
APPROVAL PAGE…………………………………………….…………..…ii
DECLARATION OF ORIGINALITY…………………...…………………….iii
PERNYATAAN ORISINALITAS LAPORAN PENELITIAN ………………iv
PERNYATAAN PUBLIKASI LAPORAN PENELITIAN …………………..v
ABSTRACT….…………………………………………………………….......vi
EXECUTIVE SUMMARY…………………………………………….….…..vii
TABLE OF CONTENTS..........................................................................viii
LIST OF TABLES…………………………………………………………….x
LIST OF FIGURES…………………………………………………………..xi
CHAPTER I. THE BACKGROUND…......................................................1
CHAPTER II. MARKETING ASPECT………………………………………7
CHAPTER III. OPERATIONAL ASPECT…………………………………13
viii
Maranatha Christian University
CHAPTER IV. HUMAN RESOURCES ASPECT…...............................18
CHAPTER V. FINANCIAL ASPECT……………………………………....23
BIBLIOGRAPHY
APPENDICES :
A. Hommy’s Boarding House Registration Form
B. Rules of Hommy’s Boarding House
C. Flyer of Hommy’s Boarding House
D. Facebook Profile of Hommy’s Boarding House
E. Meals Schedule of Hommy’s Boarding House
F. Pictures of sample designs for Hommy’s Boarding House’s
rooms and building.
ix
Maranatha Christian University
LIST OF TABLES
TABLE 5.1 INITIAL INVESTMENT………….…………………………….23
TABLE 5.2.1 CASH INFLOW PER MONTH.….…………………………25
TABLE 5.2.2 CASH INFLOW PER YEAR.….……………………………26
TABLE 5.3.1 CASH OUTFLOW.……….....………………………………27
TABLE 5.3.2 CASH FLOW…………………………………………..……28
TABLE 5.4 PAYBACK PERIOD…………………………………………..28
TABLE 5.5 NET PRESENT VALUE………………………………………30
x
Maranatha Christian University
LIST OF FIGURES
FIGURE 3.1 THE PROCEDURE OF RENTING A ROOM…….……….14
FIGURE 3.2 THE LOCATION……………………………….…...………..15
FIGURE 3.3 THE LAYOUT………………………………………...……...16
FIGURE 4.1 ORGANIZATIONAL STRUCTURE…………...…………...18
xi
Maranatha Christian University
CHAPTER I
INTRODUCTION
I.I Background of Business
Nowadays, there are many people who move from their hometown for
studying or working. This move is called “migration” as stated by BPS (par.
1). According to BPS Indonesia, “residents with less growth rate will move
toward areas with higher growth rates” (par. 2). This is why many people
migrate from small cities to bigger cities. There are factors for their
migrations. BPS Indonesia states that there are pull factors from a region
that makes people from other cities move there (par. 4). These factors pull
people from small cities to bigger cities. They want to make their lives better.
The first factor is the existence of activities in large cities, places of
entertainment and a cultural centre. The second is the presence of hope to
have the opportunity to improve their standard of living. The last factor is the
opportunity to obtain a better education. There are many good universities in
1
Maranatha Christian University
big cities like Jakarta and Bandung that can give opportunities for people to
get a better education.
The big cities which are usually chosen are Jakarta and Bandung. Besides
being modern cities, they also have many famous, superior, and high quality
universities that attract the migrants to continue their study there.
Bandung in particular has become an education city, as stated by Siswadi
Edi, that Bandung today is an important city of education that attracts many
graduates of secondary schools to continue to universities there (par. 1).
Bandung has many famous universities, such as Institut Teknologi Bandung,
Universitas Kristen Maranatha, Politeknik Negeri Bandung (hereafter,
Polban), Politeknik Pos Indonesia (hereafter, PPI), Universitas Padjadjaran,
and Universitas Katolik Parahyangan.
Universitas Kristen Maranatha or Maranatha Christian University
(henceforth, MCU) is one of the universities in Bandung that provides many
faculties and is completed by facilities which attract many people to study
there. According to “Ranking Web of World Universities”, “The graduates from
Maranatha Christian University last year were 10,216 people” (par. 1). This
means that Maranatha Christian University has a large number of students.
Usually people who study at Maranatha Christian University do not only come
from Bandung; some of them come from other cities. Those students who
come from other cities need a place for them to stay during their time of study
at Maranatha Christian University. Usually they choose a boarding house to
2
Maranatha Christian University
live in. They choose a boarding house in a strategic location to make it easy
for them to go to campus in a short time. They also choose a boarding house
which offers complete facilities. This is an opportunity; therefore, to open a
boarding house for those who need a place to live during their study at
Maranatha Christian University.
I decided to open a boarding house which is specialized for female
students who often feel homesick. According to Catherine Clark Kroeger, the
author of The IVP Women's Bible, “Women tend to be more isolated, lonely
and homesick “ (489). This is the reason I specialize in a boarding house for
female students, because they tend to be homesick more often than men.
Although nowadays in many areas in Bandung there are many boarding
houses and they offer diverse facilities, this boarding house is different from
the others. I am interested in building a boarding house which offers facilities
to make the tenants feel at home. The name of the boarding house is
Hommy’s Boarding House (henceforth, HBH), and the boarding house is
completed with several facilities. First, the cosmmon room at the center which
is surrounded by the bedrooms where the tenants can interact with each
other. Second, the tenants will get breakfast and dinner. Third, the boarding
house will be completed by a home theatre room and a karaoke room for their
entertainment and to make them feel close to each other, and also to help
them enjoy living there. Kelcy Lynn, who has nearly ten years of full-time
experience working with and at colleges, in positions ranging from a college
3
Maranatha Christian University
admissions adviser for teenagers in foster care to a Program Officer at a
consortium of twelve colleges in the Midwest of U.S, states that “At any given
point in time, most college students are stressed about something, it's just
part of going to school” (par.1). Usually college students feel stressed when
they face assignments, examinations, or boredom. HBH’s karaoke room and
home theatre room are the place for them to make them keep their stress in
check and relax when they get too many tasks.
Besides karaoke room and home theatre room, there are eight shared
bathrooms (with hot and cold water), an Internet access, a shared kitchen, a
garden, and a laundry and cleaning service. HBH also places complete
furniture in the bedrooms. There are a desk, a cupboard, a mattress
(180cmsx200cms), a pillow, and a bolster in each bedroom.
HBH will be located in Sarimanah Street Bandung. I choose this location
because it is near MCU, Polban, and PPI. The location is strategic. It is near
the schools, and it is passed by public transportations.
1.2 Unique Selling Preposition
A business has unique selling preposition when it offers different products
from other businesses. Michael Gray, as a profit advisor, states that “USP is
to differentiate your business in the eyes of your current and potential
customers or clients” (par.4). USP of HBH is the facilities it offers, which are
different from other boarding houses. In HBH, there is a common room at the
4
Maranatha Christian University
center surrounded by the bedrooms, thus if the tenants go out from their
rooms, they can interact with each other. There is also a garden at the back,
and a home theatre room and karaoke room as a place of entertainment for
the tenants.
1.3 SWOT
SWOT is strength, weaknesses, opportunity, and threats. Tim Berry,
explains that “Strengths capture the positive aspects internal to your business
that add value or offer you a competitive advantage” (par. 6). The strength of
HBH is the tenants can feel at home because of the facilities. The tenants can
interact with each other in the common room because the common room will
be in the center of all the bedrooms. The tenants will get breakfast and
dinner, and also the tenants can enjoy the home theatre room and karaoke
room which are offered as the entertainment rooms. All the facilities will be
monitored by the owner, and she will make the situation in the boarding
house homey for the tenants. The owner will also make interaction with the
tenants so they can become closer with each other.
Besides the strengths, HBH also has weaknesses. Tim Berry states that
“the weaknesses are factors that are within your control that detract from your
ability to obtain or maintain a competitive edge” (par. 7). The weaknesses of
HBH are it is only for female students, the rooms are limited (only 15 rooms),
and the price is quite expensive.
5
Maranatha Christian University
However, there is still an opportunity that can make HBH successful. Tim
Berry states that “the opportunity is the external attractive factors that
represent the reason for your business to exist and prosper” (par. 10). The
opportunity that HBH has is the location which is near MCU, Polban, and PPI.
The number of students at these institutions increase every year so they need
a comfortable place to live in during their study. Usually female students who
come from different cities which are far from Bandung tend to get homesick.
HBH can help them feel at home in the city.
I am confident that HBH is different and has a good opportunity because I
have done a survey at the boarding houses around MCU, such as Micasa,
Cherry’s Home, and Tulip. From my survey, I found that the boarding houses
prioritize the facilities in the bedrooms, but they do not make a common room
available for all tenants to gather. Although they offer many facilities such as
a gym and a swimming pool, still they do not have a room where the tenants
can interact with each other.
However, I must be careful with the threat for HBH. A threat, according to
Tim Berry, “includes factors beyond your control that could place your
marketing strategy, or the business itself, at risk” (par. 23). The threat for
HBH is there are many boardinghouses around that offer complete facilities
like swimming pools and gyms, and the price is affordable. Besides that,
people who do not like to mingle or people who prefer to live individually can
also be a threat for HBH.
6
Maranatha Christian University
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