Banana Blast : A Business Plan.
i
ABSTRACT
Banana Blast adalah sebuah usaha di bidang makanan yang
memproduksi es krim dengan bahan dasar pisang. Produk-produk Banana Blast dibuat dari bahan-bahan berkualitas, dan sebagian bahan pokoknya berasal dari luar negeri sehingga tidak diragukan lagi akan kualitas
rasanya yang enak. Usaha ini dipilih karena es krim cukup diminati oleh masyarakat dari berbagai kalangan dan usia. Hal ini juga terlihat dari banyaknya toko-toko es krim yang makin memenuhi mall, khususnya di Bandung. Ini menjadikan proyek Banana Blast sebagai salah satu peluang yang sangat besar bagi para investor untuk memperoleh keuntungan. Oleh sebab itu, proposal ini disusun untuk memberikan pengertian umum kepada para calon investor tentang konsep Banana Blast.
Untuk kelangsungan bisnis ini, dibutuhkan 5 karyawan untuk
ditempatkan sebagai kasir dan staf. Usaha ini akan bertempat di Paskal Hypersquare di Jl. Pasirkaliki no.25-27, Pusat Bisnis Terbesar di Kota Bandung. Lokasi ini strategis dan sering dilalui oleh banyak kendaraan setiap harinya sehingga dapat disimpulkan bahwa bisnis ini sangat menjanjikan. Untuk memulai bisnis ini, dibutuhkan dana sebesar Rp.145.320.000 dan diperkirakan akan mencapai pulang pokok dalam waktu 2 tahun. Melihat peluang dan kualitas yang dimiliki oleh Banana Blast, kami yakin usaha ini dapat maju dan berkembang di masa yang akan datang.
(2)
ii
EXECUTIVE SUMMARY
1. Name and Address of the Company
• Name of the Company: Banana Blast
• Logo:
BAN
ANA BLAS
T
ICE CREAM
• Address: Paskal Hypersquare B-72
Jalan Pasirkaliki no.25-27 Bandung – Indonesia 2. The main activity of the company
Making ice cream and delivering it to the customers is the main point of the business. There is also a delivery service to the customers among Hypersquare area. The customers can order Banana Blast products through phone call and the staff of Banana Blast will deliver the products to places in Hypersquare area. Moreover, Banana Blast tries to deliver the products to the customers with a nice service. The products offered by Banana Blast are banana lemon, banana oreo, banana marshmallow, banana berry, and banana chocochip.
(3)
iii 3. Market Potential
The market potential for Banana Blast in Bandung is still big. It can be seen from the number of competitors that provides banana ice cream is only PT. Rasa. Furthermore, the ice cream business
opportunity is very promising because ice cream can be consumed by all circles of society. It is also located in Hypersquare which is known as the Biggest Business Center in Bandung, therefore it is easy to be reached.
4. Finance Projection
The Finance Projection is provided in the forms of Cash Outflow, Cash Inflow, and Cash Flow for the next five years. There are also Payback Period Analysis, Net Present Value Analysis, and Break Event Point Analysis. After being calculated, the payback period for Banana Blast business is only 2 years 1day. It can reach Break Even Point (BEP) after selling 25.789 units of Banana Blast ice cream or earning Rp118.907.586,2.
5. The amount needed for Banana Blast business
To start Banana Blast business, the amount needed is
Rp145.320.000. The fund is used to buy some items, provide facilities in Banana Blast shop, and support Banana Blast operation.
(4)
iv
TABLE OF CONTENTS
ABSTRACT………..….i
EXECUTIVE SUMMARY… ………...ii
TABLE OF CONTENT………iv
CHAPTER I BACKGROUND……….1
1.1 Vision and mission………1
1.2 Company’s Objectives………..1
1.3 Logo and Slogan………...2
1.4 About Banana Blast………..3
CHAPTER II MARKETING PLAN……….7
2.1 Market Segmentation………7
2.2 Target Market………..7
2.3 Positioning………..8
2.4 Marketing Mix………..8
2.5 Market Share………..11
2.6 Bench Mark……….12
CHAPTER III OPERATION PLAN………14
3.1 Production Process………...14
(5)
v
3.3 Legal Aspect………..17
3.4 Layout……….………18
CHAPTER IV HUMAN RESOURCE………...20
4.1 Organizational Structure……….20
4.2 Job Description……….20
4.3 Job Requirements………22
CHAPTER V FINANCE………..23
5.1 Initial Investment………...23
5.2 Cash Outflow, Cash Inflow, & Cash Flow……….25
5.3 Payback Period Analysis……….31
5.4 Net Present Value Analysis………31
5.5 Break Even Point Analysis………..32
5.6 Conclusion……….33
(6)
1
CHAPTER I
BACKGROUND
1.1 Vision and Mission
• Vision:
To become one of the well – known ice cream shop in Indonesia which gives the best quality of product and service
• Mission:
1. To be consistent and honest in providing the best quality of product. 2. To maintain a good relationship with the customer and the
environment.
1.2 Company Objectives
• Short – term objectives:
1. Reach the target selling every month. 2. Maintain the quality of the ice cream.
3. Make some innovation as a flexibility to meet the customers’ needs.
(7)
2
• Long – term objectives:
1. Open new branches in Cihampelas Walk, Paris van Java (PvJ), and Kelapa Gading Mall (Jakarta).
2. Become a franchise that can spread all over Indonesia.
1.3 Logo and Slogan
• Logo:
BAN
ANA BLAS
T
ICE CREAM
• Explanation:
The words Banana Blast ice cream show the identity of the
company as one that produces banana ice cream. As for the picture, it describes two things. The first is the product. On the butterfly’s head in the logo, there are a scoop of ice cream and a strawberry which means that the special product of Banana Blast is Banana Berry. The body is represented by a banana since the basic material is banana. Inside the wings there are lemon, oreo, marshmallow, and chocochip which represent the added material that is provided by Banana Blast. The second is the description of the company structure. The head represents the leader, the body represents the staffs, and the wings represent the vision. The wings represent the letters B and B which
(8)
3
stands for Banana Blast. The form of wings means the company will have some improvement so it will be able to fly like a butterfly. All parts of the butterfly, the head, the body, and the wings, mean that all the people in the company have to work together in order to achieve the objectives of the company.
• Slogan
The slogan used by Banana Blast is “Being happy and Healthy”. This slogan describes the products offered by Banana Blast which are healthy products because they consist of fruits and milk which are known as parts of 4 Sehat 5 Sempurna. In addition, consuming Banana Blast ice cream can make people happy because of the quality of the product and the service given by Banana Blast’ staffs.
1.4 About Banana Blast
If you go to malls in Bandung, you will see the counters that sell ice cream are getting more and more. This is because ice cream becomes more popular recently, not only in Bandung but also in the world. The fact that ice cream becomes more popular is supported by TomPel who states that in 2003 ice cream world’s production reached more than 1 million liters and consumed by billions of consumers per year (par. 1). Therefore, this is a very good opportunity to open a new ice cream shop in Bandung. This is also supported by Al Arif who states that ice cream business
opportunity is very promising. Some reasons why ice cream business is so enticing is because Indonesia has tropical climate, ice cream is loved by all circles of society, ice cream business is easy to start and run because it
(9)
4
does not need many employees, and the process of making ice cream is fast (par. 1).
Based on Al Arif’s statement, it will be beneficial to open a new ice cream shop. However, it is not located in a mall but in Hypersquare
because the potential market for ice cream in the location is still open. The name of the shop is Banana Blast.
The reason for choosing banana as the basic material is because banana has a lot of benefits. According to Lauren Beyenhof, banana contains potassium that can help reduce blood cholesterol and is also
recommended as a part of a dietbecause it promotes good mental health
(par. 1-2). Moreover, Dorothy Wilde mentions that “bananas are a rich source of antioxidants like vitamin C and vitamin A which provide protection against many types of cancer” (par. 1). Furthermore, Flute states that eating banana can increase brain power and overcome
depression because it contains tryptophan that makes you relax, improves your mood, and generally makes you feel happier; it can help people try to give up smoking; and it also works for other illnesses such as anemia, heartburn, strokes, temperature control, etc (par. 1-12). In addition, the banana ice cream will be combined with some materials like lemon, oreo, marshmallow, strawberry, and chocochip to make the taste more tempting. Banana Blast is a stand-alone product because it does not need
another product to consume at the same time. Furthermore, it is a repeat sales product because the customers are expected to come back to the shop and consume the product. The machine and the product will be
(10)
5
upgraded in a certain amount of time to make the product always fresh and up to date. The newest ice cream machine is used to produce ice cream with softer contour than the others. Banana ice cream is created from noticing that sometimes people want to try a new sensation,
especially the people who live in Bandung who are known to have a high
creativity in making new products.Banana Blast provides five different
tastes like banana lemon, banana oreo, banana marshmallow, banana berry, and banana chocochip. In a single service, Banana Blast will serve one scoop of ice cream in a bowl.
The location plan is at Paskal Hypersquare B-72 near the food store. It is a strategic place because the place is easy to reach and many
customers will come to that place to have lunch or dinner. On weekends, there will also be customers from Jakarta who spend their time in
Hypersquare. The customers’ perception while consuming the ice cream is also considered. The positive perception can be they like the ice cream and find it tasty and unique. The negative one can be they are afraid to consume the product because they do not want to be fat. To deal with the negative perception, information will be delivered through advertisement that this product is easy to digest and safe for the people who are on diet. To realize this business plan, some fund is needed and the estimation is as follows:
Initial Investment 145.320.000
Cash Inflow 348.800.000
(11)
6
Based on the calculation, it can be predicted that in two years the business can reach the payback period. The details will be explained in Chapter 5.
(12)
Universitas Kristen Maranatha
BIBLIOGRAPHY
⇒ Printed Sources:
Blackwell, Roger D., Paul W. Miniard, and James F. Angel. Consumer Behavior Ohio: South Western, 2001
⇒ Electronic Sources:
Arif, Al. mesin-es-krim.com 18 June 2008. <http://www.mesin-es-krim.com>
Beyenhof, Lauren. helium.com 18 June 2008.
<http://www.helium.com/tm/134353/bananas-unbeatable-comes-providing>
Flute. Alldeaf.com May 2006. November 2006.
<http://www.allfeaf.com/food-beverage/36305-benefit-eating-banana.html>
TomPel. Indoforum.org June 2007. August 2007.
<http://www.indoforum.org/showthread.php?p=400990> Wilde, Dorothy. helium.com 18 June 2008.
<http://www.helium.com/tm/113426/bananas-fruit-which-contain>
(1)
• Long – term objectives:
1. Open new branches in Cihampelas Walk, Paris van Java (PvJ), and Kelapa Gading Mall (Jakarta).
2. Become a franchise that can spread all over Indonesia.
1.3 Logo and Slogan
• Logo:
BAN
ANA BLAS T
ICE CREAM • Explanation:
The words Banana Blast ice cream show the identity of the
company as one that produces banana ice cream. As for the picture, it describes two things. The first is the product. On the butterfly’s head in the logo, there are a scoop of ice cream and a strawberry which means that the special product of Banana Blast is Banana Berry. The body is represented by a banana since the basic material is banana. Inside the wings there are lemon, oreo, marshmallow, and chocochip which represent the added material that is provided by Banana Blast. The second is the description of the company structure. The head represents the leader, the body represents the staffs, and the wings represent the vision. The wings represent the letters B and B which
(2)
stands for Banana Blast. The form of wings means the company will have some improvement so it will be able to fly like a butterfly. All parts of the butterfly, the head, the body, and the wings, mean that all the people in the company have to work together in order to achieve the objectives of the company.
• Slogan
The slogan used by Banana Blast is “Being happy and Healthy”. This slogan describes the products offered by Banana Blast which are healthy products because they consist of fruits and milk which are known as parts of 4 Sehat 5 Sempurna. In addition, consuming Banana Blast ice cream can make people happy because of the quality of the product and the service given by Banana Blast’ staffs.
1.4 About Banana Blast
If you go to malls in Bandung, you will see the counters that sell ice cream are getting more and more. This is because ice cream becomes more popular recently, not only in Bandung but also in the world. The fact that ice cream becomes more popular is supported by TomPelwho states that in 2003 ice cream world’s production reached more than 1 million liters and consumed by billions of consumers per year (par. 1). Therefore, this is a very good opportunity to open a new ice cream shop in Bandung. This is also supported by Al Arif who states that ice cream business
opportunity is very promising. Some reasons why ice cream business is so enticing is because Indonesia has tropical climate, ice cream is loved by
(3)
does not need many employees, and the process of making ice cream is fast (par. 1).
Based on Al Arif’s statement, it will be beneficial to open a new ice cream shop. However, it is not located in a mall but in Hypersquare
because the potential market for ice cream in the location is still open. The name of the shop is Banana Blast.
The reason for choosing banana as the basic material is because banana has a lot of benefits. According to Lauren Beyenhof, banana contains potassium that can help reduce blood cholesterol and is also recommended as a part of a dietbecause it promotes good mental health (par. 1-2). Moreover, Dorothy Wilde mentions that “bananas are a rich source of antioxidants like vitamin C and vitamin A which provide protection against many types of cancer” (par. 1). Furthermore, Flute states that eating banana can increase brain power and overcome
depression because it contains tryptophan that makes you relax, improves your mood, and generally makes you feel happier; it can help people try to give up smoking; and it also works for other illnesses such as anemia, heartburn, strokes, temperature control, etc (par. 1-12). In addition, the banana ice cream will be combined with some materials like lemon, oreo, marshmallow, strawberry, and chocochip to make the taste more tempting. Banana Blast is a stand-alone product because it does not need
another product to consume at the same time. Furthermore, it is a repeat sales product because the customers are expected to come back to the shop and consume the product. The machine and the product will be
(4)
upgraded in a certain amount of time to make the product always fresh and up to date. The newest ice cream machine is used to produce ice cream with softer contour than the others. Banana ice cream is created from noticing that sometimes people want to try a new sensation,
especially the people who live in Bandung who are known to have a high creativity in making new products. Banana Blast provides five different tastes like banana lemon, banana oreo, banana marshmallow, banana berry, and banana chocochip. In a single service, Banana Blast will serve one scoop of ice cream in a bowl.
The location plan is at Paskal Hypersquare B-72 near the food store. It is a strategic place because the place is easy to reach and many
customers will come to that place to have lunch or dinner. On weekends, there will also be customers from Jakarta who spend their time in
Hypersquare. The customers’ perception while consuming the ice cream is also considered. The positive perception can be they like the ice cream and find it tasty and unique. The negative one can be they are afraid to consume the product because they do not want to be fat. To deal with the negative perception, information will be delivered through advertisement that this product is easy to digest and safe for the people who are on diet. To realize this business plan, some fund is needed and the estimation is as follows:
Initial Investment 145.320.000
(5)
Based on the calculation, it can be predicted that in two years the business can reach the payback period. The details will be explained in Chapter 5.
(6)
BIBLIOGRAPHY
⇒ Printed Sources:Blackwell, Roger D., Paul W. Miniard, and James F. Angel. Consumer Behavior Ohio: South Western, 2001
⇒ Electronic Sources:
Arif, Al. mesin-es-krim.com 18 June 2008. <http://www.mesin-es-krim.com>
Beyenhof, Lauren. helium.com 18 June 2008.
< http://www.helium.com/tm/134353/bananas-unbeatable-comes-providing>
Flute. Alldeaf.com May 2006. November 2006.
< http://www.allfeaf.com/food-beverage/36305-benefit-eating-banana.html>
TomPel. Indoforum.org June 2007. August 2007.
<http://www.indoforum.org/showthread.php?p=400990> Wilde, Dorothy. helium.com 18 June 2008.
<http://www.helium.com/tm/113426/bananas-fruit-which-contain>