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TA B L E O F C O N T E N T
TABLE OF CONTENT
EXECUTIVE SUMMARY
CHAPTER 1 COMPANY PROFILE 9
1.1
Company Outline 10
1.2
Company Background 11
1.3
1.4
Company Management
12
1.4.1
Organization Structure 13
1.4.2
List of Salaries 14
1.5
Advisory Board 15
CHAPTER 2 MARKET ANALYSIS 17
2.1
Industry Analysis 18
2.2
Market Survey Analysis 18
2.2.1
Questionnaire 19
2.2.2
Observations 23
2.2.3
Interviews 24
2.2.4
Focus Discussion Group 26
2.3
Market Trend 28
2.4
Competition Condition 30
CHAPTER 3 TARGET MARKET AND POSITIONING STATEMENTS
33
3.1
Target Market 34
3.2
Positioning Statements 34
3.2.1
Brand Positioning 34
3.2.2
Products Positioning 35
CHAPTER 4 PRODUCTS 37
4.1
Deer River Clothes 38
4.1.1
Materials 38
4.1.2
Cooperation 39
4.1.3
Variants 39
4.1.4
Size 40
4.1.5
Levels of Product 40
4.1.6
Packaging 40
4.2
Deer River Bags 41
4.2.1
Materials 41
4.2.2
Cooperation 42
4.2.3
Variants 42
4.2.4
Size 42
4.2.5
Levels of Product 42
4.2.6
Packaging 43
TA B L E O F C O N T E N T
4.3
Deer River Pouch 43
4.3.1
Materials 44
4.3.2
Cooperation 44
4.3.3
Variants 44
4.3.4
Size 45
4.3.5
Levels of Product 45
4.4
45
TA B L E O F C O N T E N T
8.4
Sales Forecast 84
8.5
Income Statement 86
8.6
Balance Sheet 88
8.7
Statement of Cash Flow 89
8.8
Cash Flow Ratio 91
8.9
Initial Investment 92
8.10
Breakeven Analysis 93
8.11
Financial Projection 93
APPENDIX A
JOB DESCRIPTION 94
APPENDIX B
QUESTIONNAIRE DATA 101
APPENDIX C POTENTIAL AND PROSPECTIVE BUYERS
108
APPENDIX D
ARTICLE 114
APPENDIX E
MARKETING PLAN TIMELINE 117
APPENDIX F
QUALITY CONTROL 119
APPENDIX G
INVENTORY STOCK 121
APPENDIX H PROFORMA INCOME STATEMENT PESSIMISTIC PROJECTION
123
126
E X E CU T I V E S U M M A RY
Borneo was established on 30 th August 2012 and it consists of 20 employees who
have the same shares in the company. Our vision is to be a company who delivers
practical and fashionable world for traveling. We prioritize practicality, organic
materials and Indonesian ethnic patterns usage, customer relationship building,
and problem solving. We want to encourage fashionable people to do traveling,
and and travel people to become fashionable through our brand, which is DEER
RIVER.
Combining two fully different segments to create a new brand has become an
opportunity today. Besides, the passengers growth of both domestic and international flight has increased significantly in the last 7 years. It shows that there
is an opportunity in this segment. Based on our observation, this segment needs
products that can be practical and fashionable for their lifestyle. People in this
segment also want to use Indonesian ethnic, but their demand is is hardly provided in the market. Therefore, it can be concluded that people want to do fashionable-traveling with the pride of Indonesian.
Borneo delivers three products, which are Deer River Shirt, Deer River Bag, and
Deer River Pouch. Deer River Shirt is a shirt using organic materials made in
Indonesia, which is Ramie and Tencel. Deer River Bag is a bag using Tenun-Ikat
as the value added in its design. It has variants of travelling bagpack, standard
bagpack, and sling bag, which all of them are completed with shoes compartment, laptop compartment, and other practical compartments. Deer River Pouch
is a pouch using both Tenun Ikat and glow-in the dark fabric as the value added.
The pouch is completed with headset compartment, mirror, and other practical
compartments.
We are going to offer the products to both male and female with middle-high
income and age ranging from 15 to 40 years old. The customers are those who
appreciate Indonesian ethnic value and who are proud to use good-quality products in the aspects of material, comfort, and function. We will approach them by
following their behavior, who aware of todays trend, active in fashion forums and
social media, and love to travel.
We are optimist that our target market will buy our products due to three factors:
special material, good quality, and inexpensive products, and worth it price compared to the material used. First, our special material is organic material and the
quality has been internationally proved. It fits todays trend and gives more benefits than non-organic material. Moreover, we innovate by using Tenun-Ikat and
glow-in-the-dark fabrics, which is rare in fashion industry. Second, we prioritize
quality by understanding high quality control on every production step. Last but
not least is our price. Compared to other brands, we have the most reasonable
price that is worth it regarding to the material used.
In order to promote our products and brand, we are going to do personal selling
and online sales, join events, and use endorsement. We focus on online selling
because it is low-cost, more effective and efficient. The growth of social media
and internet usage has been proven to boost growth of start-up businesses. This
strategy also supports our value which is using organic material (green business).
We need IDR 35,257,000 as our initial investment to start up the business. The
loan will be used for the first-batch of production expenses, marketing expenses,
and operation expenses. From this loan we have estimated to generate sales revenue of IDR 211,293,000 and profit of IDR 56126,044 in 4.5 months. The payback
period will be in 121 days. All the profit will be used for Community Service Responsibility.
CHAPTER 1
Company Profile
1 .1 CO MPA NY O UTL I N E
Company Name
Date of Establishment
Head Office
: Borneo Company
: August 30, 2012
: Tutorial Class 2B
2nd Floor, School of Business and Management
Institut Teknologi Bandung
Jalan Ganesha 10 Bandung 40135, West Java ,
Indonesia
Contact
Email
:
Phone / BB PIN
:
Twitter :
Website :
Total Employees
:
The logo of Borneo Company is formed by the boat figure and the word
BORNEO. The boat shows our journey in attaining one destination by crossing the
obstacles that are depicted by the waves below the boat figure. The sails are used
to direct our way in adhering market trend and market demand, also to preserve
the companys stability by maximizing the performances of the 3 (three) divisions
in Borneo Company. The white color shows the companys flexibility in fitting the
market, while the blue color shows the elegancy and professionalism of Borneo
Company
10
1 .2 COM PA NY B AC KGRO U N D
Business Experience lecture from School of Business and Management ITB. Established on
31st August 2012, Borneo Company is going to run the business for approximately 4 (four)
months, standing under the guidance of the best business school in Indonesia, School of
Business and Management Institut Teknologi Bandung.
As a newbie, Borneo Company is going to bring something new yet different to the
market by combining the two trending majors that are travel and fashion. Borneo Company
is going to persuade travelers to do fashion, likewise in reverse, fashion people to do traveling. It concludes that Borneo Company is going to run the business in the aspect of lifestyle,
which can also still fulfill market demands.
Beside of the fascinating business concept, Borneo Company also has an incredible
human resource for example, some of Borneo Company members have had some experiences in joining business competitions. This can be very helping for Borneo Company in fleshing
out the companys performance, therefore hopefully Borneo Company can become the best
company of the Integrated Business Experience project at the end of the lecture and has a
well-known brand which is Deer River.
11
1 .3 CO MPA NY P H I LO S O P H Y , V I S I O N ,
MI SSI ON, A ND VA LU E
PHILOSOPHY
Philosophically, Borneo consists of two words that are born and neo.
Born means brought into existence, while neo means recent or new. It
brings Borneo Company to the whole meaning of creating and providing
something new to the market.
VISSION
A company which delivers a practical fashionable world of traveling
MISSIONS
VALUE
Borneo Company prioritizes practicality and using organic materials, Indonesian
ethnic patterns, building customer relationship, and solving problems.
12
1 .4 COM PA NY MA N AGE M E N T
1.4.1 Organization Structure
CHIEF EXECUTIVE
OFFICER
Mustafid Aufar
CORPORATE
SECRETARIES
Adellia Debyane Lontoh
Reza Marta Fawzy
CHIEF MARKETING
OFFICER
Arief Syakur Sutedjo
CREATIVE DESIGN
Indahtyas Winasis
ACCOUNTING
MANAGER
Resti Ayuningtyas
EVENT MANAGER
Sabila Maharani
FINANCIAL
MANAGER
Ivana Liliani S.
EXTERNAL
AFFAIRS
Vincya Tunggadevi
CHIEF OPERATION
OFFICER
Ajianto Puspoyo
INVENTORY
Rizky Rahmany
PRODUCTION
Salman
Sutrisno
Sweeta Elfonsia
LOGISTICS &
LEGALIZATION
Arizal Khoironi
Elisa Ermasari
INTERNET SALES
MANAGER
Amelia Adani
Hamid
SALES MANAGER
Astrid Wina
Lestari
Ratih Ayudyaputri
13
Mustafid Aufar
IDR 750,000
IDR 500,000
IDR 500,000
Ajianto Puspoyo
IDR 500,000
IDR 250,000
IDR 250,000
Creative Design
Indahtyas Winasis
IDR 250,000
Event Manager
Sabila Maharani
IDR 250,000
External Affairs
Vincya Tunggadevi
IDR 250,000
IDR 250,000
IDR 250,000
Ratih Ayudyaputri
IDR 250,000
Accounting Manager
Resti Ayuningtyas
IDR 250,000
Financial Manager
Ivana Liliani S.
IDR 250,000
Inventory
Rizky Rahmany
IDR 250,000
Arizal Khoironi
IDR 250,000
Elisa Ermasari
IDR 250,000
Salman
IDR 250,000
Sutrisno
IDR 250,000
IDR 250,000
Corporate Secretaries
Sales Manager
Production
14
1 .5 A DV I SOR Y B OA RD
Borneo Company has done some consultations for the Integrated Business Experience project, either with the lecturers, tutors, or even expertise.
Nara Mahendra
Miftah
Christy Team
Harist Team
Muhammad Ilham
Mohammad Hamzah
Dwi Putra
(Owner SAGE)
Hendra Araji
Sutera Travel
Travel Agent
15
CHAPTER 2
Market Analysis
17
Travel bag
Shirts
18
Pouch
2.2.1 Questionnaire
Here are shown below, the results that Borneo Company got from the questionnaire
distribution :
RESPONDENTS PROFILE
Respondents Job
7%
Sex
0%
10%
Entrepreneur
Male
Civil Officer
40%
60%
Private Officer
83%
Female
Student
3%
3%
Domisile
Age
5%
15 - 20
27%
21 - 25
12%
Jakarta
8%
26 - 30
31 - 35
77%
65%
more than 35
Revenue
17%
16%
67%
19
Bandung
Other
48%
Cutting
0%
Long arm
Slim Fit
43%
Short arm
52%
57%
Regular Fit
Others
Other
Color
10%
Pattern
Original
Needed
28%
33%
Nature
72%
57%
Not Needed
Pastel
Favorable Pattern
15%
3%
Navajo
16%
10%
Price
Scandinavian
17%
Animals
15%
Tenun Ikat
15%
21%
8%
80%
Floral
Houndstooth
Other
Willingness to Buy
23%
Yes
No
77%
20
Where to Buy
Grayscale
Special Store
21%
53%
8%
18%
8%
Online Shop
22%
28%
13%
12%
Basic
Nature
Trade Center
12%
35%
32%
Pastel
25%
Favorable Pattern
5%
Color
3%
3%
3%
5%
Price
IDR 200K - 300K
12%
Navajo
Other
Scandinavian
Animals
82%
Tenun Ikat
Willingness to Buy
Yes
28%
72%
21
No
Color
Traveling Backpack
25%
22%
Basic
Nature
Standard Backpack
42%
Price
5%
Grayscale
30%
Sling Bag
53%
8%
18%
10%
Pastel
Willingness to buy
IDR 300K - 399K
25%
Yes
87%
75%
No
Size
Color
Grayscale
A5
33%
Basic
45%
Nature
22%
Price
0%
18%
Favorable Pattern
IDR 80K - 100K
101K - 150K
IDR 151K - 200K
82%
Pastel
10%
B5
13%
17%
13%
22%
15%
Navajo
Scandinavian
Animals
Tenun Ikat
10%
10%
Willingness to buy
Yes
30%
70%
No
The deta il about t h e col le ct ion data of q u esti on n ai re, can be seen on APPE N D I X B
22
2.2.2 Observations
In marketing survey analysis, we used observation method to research further about market
directly to the current situation. The observations that Borneo Company has already done can
be seen below :
Website Survey : Secondary Data Competitor, Trend Price, and Competitor Data
Borneo Company also used website as the source of secondary data; this approach is needed
to know further about the companys competitors and market trend. The competitor data is
one of the most important aspects to produce our products; we could set a standard that at
least the same as our competitors and provide what other competitors could not do. Borneo
Company could also see the price range for the same type of products. Therefore we would
not be under price or over price. Trend is also one of the most important aspects that producer should see what the market needs and wants. Beside of questionnaire, we have also done
a web serving of the international trend that will probably become Indonesians trend. The
psydechellic, army, and floral patterns will become trend in 2013. As a company that provides
travel products, Borneo Company has also searched some data that could have shown us the
number of flights and passengers over the past few years. The data showed that for the past
few years there are significant increase of flights and passengers; it showed that nowadays
people are more mobile than that they used to. This increased number might become the opportunity to enter the market.
23
Airport Observation
On September, Borneo Company went to Soekarno-Hatta International Airport in Cengkareng, Jakarta to do some observations. We went there because of the purpose to see the
customers behaviors that are related to our concept, which is fashion traveling. As our main
target market is travelers, therefore we could have found a lot of travelers in the airport.
Here are the results of Borneo Companys observation to Soekarno-Hatta Airport :
Youngsters use practical gears and apparels that will help them in traveling.
We found some of peoples behavior when they travel such as what kind of bag the
travelers mostly use, what activities that they usually do, etc.)
The trends of todays fashion are printed shirt, parkas, vintage bags, etc.
The Goods Dept. is becoming the place of local brand selling their products
2.2.3 Interviews
Borneo Company has interviewed some expertise in fashion and design to improve the insights and consideration in developing brands and products. Below are shown four experts
that we have interviewed during IBE I :
Kacis Nikko (Owner of Seagull Jeans)
This interview took place at Kresna on September 2012. The reason why we interviewed him is
because of his fame in local brands. Fashion activists in Bandung and Jakarta adore Seagull
Jeans as the first local jeans brand using cone-mills fabric imported directly from United
States.
Borneo Company interviewed Kacis Nikko about local and general fashion brand condition,
also the future forecast in fashion.
24
Here are the results of Borneo Companys interview with Kacis Nikko :
Nowadays, market is becoming more critical about brands. They demand for strong
The insight about the markets big difference between Jakarta and Bandung.
The educational value in selling products, is one of the added values that has
been trending currently.
The bag designs that can be made as reference for Deer River Bag product will
be Herschel and Postman Bag.
The copywriting and digital medias are the primary marketing kit on the internetbased brand.
The insight about Gyakusou Nike that correlates fashion and running which inspires
us.
25
Mustafid Aufar
Vincya Tunggadevi
Sutrisno
Ajianto Puspoyo
Salman
Arizal Khoironi
This focus discussion group was participated by three people outside Borneo Company. They
happen to be the expertise and market representatives in order to introduce us directly to
the market condition. Hence, Borneo Company members mind got opened about the outside
reality.
26
Thomas Teguh
Ivan Gurhananda
Pradito Hananda
Ramadhan Satrio
Try Juandha
This focus discussion group was mostly participated from people outside Borneo Company.
The purpose of this focus discussion group was to compare Borneo Companys marketing mix
with the actual market demand. Therefore, Borneo Company can adjust the marketing mix
that has been made, with the current reality.
27
2 .3 MAR K ET TR E ND
2011
16 billions
18 billions
Vintage design of fashion has become a trend again today. It can be seen through
the vintage brands that go trending again today, such as Herschel vintage bag
design, Jansport vintage bag design, and Gitman Brothers vintage shirt con
structions.
camouflage
Geometrical
28
Floral
Travelers need comfortable and fashionable garments when they travel.The clothes that they
suppose to bring when they travel are clothes that cover :
Strong material
Great endurance
Comfortable to wear
Indeed, fashion people do care very much about the design of their clothes, while todays
traveling garment does not match with the trend of fashion most people tend to follow. Thus,
here we are to solve the problem with a product that provides and serves fashionable design
and comfortable fabric of garments at once.
Deer River Bags
Travelers need a bag that has a great endurance yet fashionable design, that is able to organize travellers stuffs and keep them save from the outside circumstance. The bag design also
has to be well considered as the vintage design and pattern are trending today, considering
fashion people tend to look for the bag design. Hence, the travelers will need a bag that is :
Well designed
Well organized
When people travel, some small goods have to be put together inside a smaller bag (pocket)
before it is put inside the bigger bag or luggage. They need this kind of pocket, so their small
goods are not dispersed, it would even be much better if those small goods organized well
inside the pocket, therefore those goods can be taken practically. People also need something
to light up the pouch in the dark, so they will not find difficulty when taking out their goods. As
usual, the design of this pouch will also attract market to buy. Therefore, they need a pouch
which covers :
Unique design
Well organized
Based on our observation, this small kind of pocket has never become the center of attention
in the market. However, many famous brands (Kipling, Fossil, etc.) have been selling pouches;
they use the opportunity of impulsive circumstances when market has already trusted their
brands. People tend to be impulsive toward this kind of products; hence this product usually
does not come up as the primary product of a company instead of being the secondary product.
29
2 .4 COM PE TI TI O N CO N D I T I O N
Below are the competition conditions of Borneo Companys respective products that have
been researched. In this competition condition, Borneo Company was trying to find gaps that
the competitors have not filled yet, and is able to be filled by Borneo Companys products.
Here are the results of Borneo Companys competition condition research:
kainikat.com
Bluesville
Product
Place
Website
Price
IDR 545,000
IDR 650,000
Promotion
Website
Fashion Forum
Conclusion
There are few of qualified ramie clothes that are quite affordable for middle class, and there
is no ramie shirt that uses printed design while printed shirt becomes very trendy today. The
using of ramie for clothes is never been purposed for traveling whereas ramies strengths are
totally fit to traveling. Hence, this becomes Borneo Companys opportunities to fill in those
gaps with Deer River Clothes that is rich in strengths.
Dash Hemp
Product
Older Design
Place
Price
Promotion
Website
30
Conclusion
There is still lack of competitors in Indonesia who use tencel as the material for clothes.
Competitors who use this fabric mostly targeted their products for older generation. The
price for tencel clothes is also high due to the older target market. This becomes Borneo
Companys opportunity to introduce the full benefit of natural fabric to young generation by
lowing the price from the market standard. Thus, Borneo Company is going to bring out this
product with the supportive traveling theme to fill the gaps.
Eiger
Deuter
Product
- Trending design
- High quality fabric
- Sporty design
- High quality fabric
Place
- No Jansport stores
- Hitchhike on other
Price
Promotion
Conclusion
There is only a few amount of traveling bags that has fashionable designs. Most of traveling
bags we found in the market merely prioritize to the extent of function and the endurance by
the quality of fabric used. Up to now, we have found no traveling bags that provide market
both fashionable design and the capability to load travelers needs when they travel. Those
are the gaps that Borneo Company took as an opportunity for Deer River Bags.
Kipling
Khakikakiku
Product
- Bad patterned
plastic
- Printed polyester
material
-Lightweight fabric
Knitted polyester
material
Place
Price
IDR 9K - 30K
IDR 90K
Promotion
Conclusion
Facebook, Tumblr,
Twitter
It was found that there is no travel pouch that has a glow in the dark feature, mirror, headset,
and mobile charger facility to roll with affordable places, wide range of promotion, and places
to get. Hence, Borneo Company is going to fill these gaps with Deer River Pouch.
31
CHAPTER 3
Target Market and Positioning Statement
33
3 .1 TARG E T MA R K E T
Fashionable Experience and Knowledge Seekers
Borneo Companys target market is both genders that like to seek experience and
knowledge through traveling, and also prioritize the trend of fashion. The exposure
of target market will be explained further in top-down analysis.
3 .2 POSI TI O NI NG STAT E M E N T S
First of all, Borneo Company has a brand positioning in purpose of creating a wellknown and accepted brand in the market.
How?
Who?
Where?
Indonesia
Why?
The only travel brand that gives encouragement to learn comfortably, practically, and fashionably through traveling for fashionable experience and knowledge
seekers mostly in Indonesia, who thirst of a new experience and knowledge.
Source : The Onliness Statement Method Developed by Marty Neumeier, ZAG
However, the brand positioning would not be able to stand by itself without any existence of the product positioning that would support the brand positioning. Borneo
Companys products have different purpose respectively in solving target markets
problems. Therefore, each product also needs its own positioning which will be using the Audience Benefit Compelling (ABC) method.
34
tenun ikat .
35
CHAPTER 4
Products
37
2.
3.
4 .1 DEE R R I V E R C LOT H E S
Womens Wear
Mens Wear
4.1.1 Materials
In purpose to produce a good quality of clothes, Borneo Company has selected several best materials. Here is the exposure of Deer River Clothes materials :
Mens Wear
Ramie is a fiber made from natural plants; this fiber is well known as the second best natural
fabric after silk. Moreover, ramie has already been well developed in other countries because
of its incredible strengths. Most countries develop this fiber for military needs considering the
strengths that are really compatible for it. What ramie fiber has fulfilled in military proved that
its strengths could be also compatible for traveling. Ironically, it has not been well developed in
Indonesia whereas ramie plants are more fertile in tropical area.
Humid resistant
Heat resistant
Antibacterial
Strong material
Ecofriendly
Sweat absorbing
38
Womens Wear
Tencel is a fiber made by cellulose in wood pulp which is harvested from tree-farmed trees that
were found on land that is unsuitable for food crops. Cellulose is a natural polymer that makes
up the living cells of all vegetation.
The strengths of tencel fabric contain:
Natural
Color rich. It has a high absorbency and can be dyed to a high quality standard.
Lasting. It is shrink resistant, durable, and is a strong fiber, both wet and dry.
Easy to maintain. It is easy to pack, wrinkles resistant, and quickly dry. Most are machine
washable, although different garment constructions may have specific cleaning requirements.
Economic usage
Biodegradable
4.1.2 Cooperation
Borneo Company has had a corporate cooperation with Major of Textile Skill Design Institut
Teknologi Bandung for the clothes material and Major of Visual Communication Design Institut
Teknologi Bandung for the clothes pattern designs, labeling, and product packaging.
4.1.3 Variants
Deer River Clothes has 4 (four) variants :
1.
Original-Printed Shirt
2.
Printed-Dyed Shirt
3.
Dyed Shirt
4.
Tencel Blouse
39
4.1.4 Size
Deer River Clothes will be available in 4 (four) sizes as shown below :
Actual
Augmented
4.1.6 Packaging
Front Side
Back Side
40
Inside Look
4 .2 DE E R R I V ER B AGS
Deer River Bags are fashionable travel bags which are completely suitable for travelers, featured with laptop bag, shoes slot, dirty clothes space, and bag raincover. This product is made
by cordura which is very light and comfortable to use.
4.2.1 Materials
In purpose to produce a good quality of bags, Borneo Company has selected several best materials. Here is the exposure of Deer River Bags materials :
Tenun Ikat
Cordura
Cordura
Borneo Company is going to use 1000 deniers of cordura because it has small knit and internationally used for standard bag.
Leather
Borneo Company is going to use genuine leather from Garut for some detail parts, and pick
the best quality brown leather to be served to customers. The leather is going to be used as
the material of the held and labelling.
Suede
Borneo Company is going to use suede for the material of bag base, and pick the best quality
brown suede from Garut to be served to customers.
Tenun Ikat
Borneo Company is going to use the traditional tenun ikat from Nusa Tenggara Barat, and
match the pattern and color with the cordura color used.
Borneo Company is going to use pattern canvas for the inside part of the bag.
Borneo Company is going to use water proof polyester for the bag raincover.
41
4.2.2 Cooperation
Borneo Company has had a corporate cooperation with Major of Visual Communication Design
Institut Teknologi Bandung for the bags labelling and product packaging.
4.2.3 Variants
Traveling Bag
Standard Backpack
Laptop Bag
Sling Bag
Deer River Bags are also available in several colors for each variant of bags, which are navy
blue, red wine, and stone.
4.2.4 Size
These are the specific size for each variant of Deer River Bags :
Traveling Bag
: 46 cm x 51 cm
Standard Backpack : 42 cm x 51 cm
Sling Bag
: 38 cm x 46 cm
Actual
Augmented
42
4.2.6 Packaging
4 .3 DE E R R I V ER P O U C H
Fashionable pouch made by qualified fabric, suede, mirror, charger rolls, headset rolls, and
glow-in-the-dark material. The glow in the dark material is used to marking the pouch in the
dark, so it will be easy to find any stuff inside the pouch. Fashionable pouch made by qualified fabric, mirror, charger rolls, headset rolls, and glow-in-the-dark material. The glow in
the dark material is used to marking the pouch in the dark, so it will be easy to find any stuff
inside the pouch.
Button
Deer River Logo
Mirror
Zipper
Net pocket
Zipper
Headset Pocket
glow in the dark
Small Pocket
Gadget Pocket
Gadget Pocket
Holder
43
4.3.1 Materials
Borneo Company is going to use planel fabric which is syringed by phospor liquid. In the dark,
the fabric will glow with its green light.
Tenun Ikat
Borneo Company is going to use the traditional tenun ikat from Nusa Tenggara Barat, and
match the pattern and color with the cordura color.
Mirror
Borneo Company is going to use mirror that will be put on the inside of Deer River Pouch.
Pattern Canvas
Borneo Company is going to use pattern canvas as the material of the outside part of Deer
River Pouch.
4.3.2 Cooperation
Borneo Company has had corporate cooperation with Major of Material Engineering Institut
Teknologi Bandung for controlling the process of phosphor spraying on fabric, Major of Textike Skill Design for the pouchs material, and Major of Visual Communication Design for the
pouchs pattern designs, labelling, and product packaging.
4.3.3 Variants
Deer River Pouch has 3 (three) variants in its patterns which are geometrical, navajo, and
abstract patterns.
Geometrical
44
4.3.4 Size
The size of Deer River Pouch is the size of A5 paper (15 cm x 10.5 cm).
Actual
4 .4 C UR R E NT STAGE O F P RO D U CT S D E V E LO PMEN T
1. Deer River clothes are in the process of revising the first prototype due to the
construction detailing and sizing
2. Deer River bag is in the process of revising the first prototype due to the
construction detailing and sizing
3. Deer River Pouch is in the process of creating prototype
45
CHAPTER 5
Market Size
47
5.1 TOP D OW N A NA LY S I S
TA R G E T
M A R KET
Demographic :
- Male & Female
- 15 40 years old
- Student, Executive,
Creative Entrepreneur
- Middle-High class
- Urban people
Behavior :
- Follow todays trend
- Know well about brands
- High capability in buying
- Active in fashion forum,
read
fashion magazines
- Love to travel
Psychographic :
- Appreciate local
ethnic values and
traveling insights
- Get the pride
beneath function
- Prioritize comfort
POTENTIAL MARKET
17,451,682 people who live in urban area of Jakarta and West Java with the range of age
17 40
years old
REACHABLE MARKET
39,409 people from chosen majors in the chosen universities, chosen schools and chosen
communities in Bandung and Jakarta.
Jakarta
: 15 40 years old, Urban = 1,826,213
West Java : 15 40 years old, Urban = 5,103,327
Source: www.bps.go.id
www.darahkubiru.com
www.twitter.com
48
Numbers
Decembe
r
January
February
March
April
Online Sales
Personal Selling
19
21
23
23
21
Events
10
10
19
Numbers
December
January
February
March
April
Original-Printed
10
10
11
Dyed
10
11
15
15
19
Printed-Dyed
13
13
15
Numbers
50
40
30
20
10
0
December
January
February
March
Online Sales
April
8
Personal Selling
20
20
20
20
20
Events
18
21
28
49
50
40
30
20
10
0
December
January
February
March
Online Sales
April
5
Personal Selling
20
30
30
30
30
Events
24
24
28
50
40
30
20
10
0
December
January
February
March
April
Traveling
12
Messenger
13
22
22
22
Standard
15
19
32
32
29
60
50
40
30
20
10
0
December
January
February
March
April
Online Sales
Personal Selling
25
25
25
25
25
Events
30
30
37
50
5 .3 R EAC H A B L E M A RK E T
DEER RIVER REACHABLE
MARKET
The reachable market that Borneo Company has observed is shown on the table below :
Bandung University Students
Institution
Faculty
Faculty of Law
2248
3280
3600
Faculty of Management
1080
Faculty of Accounting
800
540
Study of Development
320
Faculty of Law
1200
900
Numbers
Management
Management of Industrial
Engineering
560
668
Jakarta University Students
Institution
Faculty
All faculties
2000
Faculty of Economics
3000
UniversItas Indonesia
Numbers
4800
Faculty of Law
2000
Faculty of Medicine
1000
Faculty of Law
1350
Faculty of Dentist
800
51
Numbers
660
600
360
354
600
1200
1200
Forum
Name of Forum
Numbers
Darahkubiru
8800
1392
8806
309
382
600
52
CHAPTER 6
Marketing Strategy
55
6 .1 BR A ND SUMM A RY
Borneo Company has a brand with an intense objective, which creates different experience
with other local brands nowadays. We named our brand as Deer River; this brand has an
objective of encouraging two segments to experience each other in reverse. In this term, the
two segments are travel and fashion. Thus, through our educational campaign, we are going
to encourage fashion people to go traveling and travelers to go on an adventure in a fashionable way. In the campaign, our products come up as the fashionable gears that fashion people
likely to use and what travelers need for.
Fashion
Interest
Encourages
Travel
Interest
Take an example of Gyakusou Nike who also has two segments which are sport and fashion,
and both have already successfully implemented this method of combination to the market.
56
6 .2 TAG L I NE A ND CA M PA I GN
Tagline
Deer River has a tagline which is
6 .3 INTER NE T L A U N C H P L A N
Employees Uniform
Male
Female
The concept of Borneo Companys campaign is Sail the Equator. Therefore, the employees
uniform is customized with Borneo Companys theme and designed as the picture that shown
above. The male uniform will be associated as a Russian sailor, while the female uniform will
be made more formal to create an elegant look. The male uniform has more characters in
order to create the dashing impression. The blue-sea color is taken from our theme color and
the blue-marine hat is made for both male and female to emphasize the sailing concept.
57
6.4 PRI C E
Deer River Clothes
Deer River Original-Printed Ramie
: IDR 259,000
: IDR 399,000
: IDR 325,000
: IDR 250,000
: IDR 435,000
: IDR 298,000
: IDR 375,000
6.5 PLAC E
In choosing places, Borneo Companys marketing strategy does not only aim for sales. We also
consider free cost places to grow the brand awareness. There are three places that were selected as the primary places where we are going to have sales activity and branding activities.
The places are website, Boulevard ITB, and Kresna SBM-ITB.
Website
Borneo Companys website also provides the online order system. Therefore, our website will
be one of the places where there transactions will occur. The reason why we provide the online
ordering system is because the trend of online shopping is increasing now, and we want to use
that opportunity to gain our sales.
58
Boulevard ITB
Borneo Company selected this free cost place as one of our place strategy in a purpose of
introducing our brand to ITB students. By opening a stand at Boulevard ITB, Borneo Company
aims to grow the brand awareness in ITB. Therefore, sales are not the main purpose in opening
Deer River Stand at Boulevard instead of the brand awareness in ITB.
Kresna SBM-ITB
Kresna SBM-ITB is a free cost place where SBM students pass by everyday because of its place
in front of SBM main gate. We admit that most of our products will not be bought compulsively
here. However, Borneo Company has another aim to increase brand awareness and introduction of our brands to SBM civitas.
59
6 .6 PR O MOTI O N
The promotion that Borneo Company going to do is divided into two groups, which are above
the line and below the Line.
Magazine
Borneo Company is going to use the magazines such as Go Girl, Cosmo Girl, NYLON, and NYLON GUYS because we think the readers of those magazines are really appropriate with our
target market.
Creative Writing
Based on the FGD and interview with Hamzah, we found that copy writing is a primary promotional kit in promoting our products. Market will be adored with creative writing about story
behind our products. Therefore, we are going to make paragraphs for each product and our
brand, then the creative writing will be placed in hangtags, booth decoration, website, and our
social medias.
The writing or article that we took as an example can be seen on APPENDIX D.
60
Campaign Video
This video will take place in travel place in Indonesia (probably the same as where the photo
shoot takes place). There will be one person wearing our products while traveling, and emphasizing the video about learning through travelling.
Photo Shoot
Based on the research, that digital media is becoming a trend of promoting now, hence we
decided to do the photo shoot strategy. This photo shoot will be divided into two types of photo
shoot, one is studio photo shoot in purpose of showing our products details and quality, and
the other one is traveling photo shoot which will take place on the beach somewhere between
Seribu Islands, Karimun Jawa, or Bali. We want to promote our products with the beauty of
traveling places. Therefore, this will be very helpful for our campaign.
Instagram
Instagram is the current trend of social media where the users can access and upload pictures
from their phones, in a practical way, yet get a maximum result. We utilize this media as the
media campaign, so our customer can view the picture collections of our products and events
that we attend. On the bio data page, we also put the information about the contact that can be
reached if the customer wants to give complain, suggestion, or even buy the products.
Twitter
Twitter has been a very popular social media nowadays. Twitter users have no limit of ages, so
most of our target market is basically on twitter. Indonesia is the fifth largest users of twitter
in the world; there are almost twenty million people in Indonesia use twitter, and being active
there.
Many businesses involve twitter to promote their products or services. Therefore, Borneo
Company made a twitter account to promote the products and increase the awareness of the
brand. The twitter account is @DeerRiverID; we chose to use the name of our brand instead of
the name of our company, so the customers would not get confused with our brand, products,
and company name.
We would use our twitter to update some travel info, information of the products, events, and
customer service info, also about the traveling facts and traveling quotes. We have also prepared the topic for the big days during the IBE 2 and the other topic related to traveling such
as where a movie takes place. We want our twitter account to be as interesting as possible to
be followed. The twitter account will announce all the followers about the upcoming events and
upcoming edition of our products.
61
Website
Borneo Company has created a website that is also a web store for Deer River brand. This
website was made to facilitate the access to our products easily; the address of our website
is www.deeriver.com. In this website we can see the details of the products, both in size and
color. We also provide the shipping facilities for all regions in Indonesia.
1. On the first page there is the index which is the home page to enter our web store. In the
index page, there is only a simple and elegant logo of Deer River with white color and a dark
blue color as the background to emphasize our brand.
2. The second page is the home page where the main menu is available. On the home page
there are photos and a video slide of Deer River campaign.
3. On the About Us page, we put the information about Borneo Company as the students of
School of Business and Management ITB, and the other information.
On the Blog page, we do not only upload videos of Deer River products, but also videos that
related to traveling, such as traveling by using our products, Deer River. We also post articles
or stories about Deer River products.
4. Entering the Collections page, we will see the photo slideshow and products photo when our
brand ambassadors use the products. Also, on this page we can find out the specific details of
the products by clicking the photo.
5. From the Collections page we can go to the Product page. This page explains the details of
the products from design, size, to color. We can also clearly see the materials of those products and how to order here.
6. Last one, there is an order page equipped with a purchasing data form on the Contact page.
For FAQ session, we can also find the contact on this page.
62
E-mail
We have made the companys personal e-mail to provide the FAQ from customers, where they
can reach us through :
deriver@borneo.com
borneo.ina@gmail.com
Next Level
Next Level is an annual fashion exhibition which has been held since 2012 in order to introducing Indonesian youth brands and package it with lifestyle. More or less 100 booths will be
available for local brands to rent in indoor area. All tenants that participating in this event has
to be local which are created and produced by Indonesian within the range of small to large
business scales. Fashion show, artworks, and music performances will also be presented during the event.
This event target is people from middle to high class who are interested in fashion; totally suitable with our target market. After we had some talks with the seniors, we found that Next Level
event contributes the highest or second highest revenue from all events. From those facts, we
prioritize this event. At the end of the event, the brand with the most buyer and most attractive booth will be awarded with trophy and cash. This achievement is carried out as a form of
appreciation to a productive youth brand, and may also be a role model to other local brands.
Pop Up Market
Pop Up Market is an event held by Prasetya Mulya Business School, which targets the middlehigh class people between 17 25 years old. They create different unique theme each year,
which could give more than a usual shopping activity instead to give a unique shopping experience that customers had never experienced before. Pop Up Market supported local development brand and young entrepreneurs.
Many of our seniors recommend this event because of the same target market as ours. From
the first event, they have already made a good impression to customers and visitors. With this
good impression, we hope that for the next event there will be more visitors attend this event.
Pop Up Market also produces middle-high revenue to the previous companies, thus Borneo
Company also prioritize this event.
Ina Craft
INA Craft is one of the biggest exhibitions of Indonesias local brand. In this event, there are
numerous types of handicraft from all over Indonesia. On the last event, the visitors can reach
to 200,000 people in 4 days; the majority of visitors are above 25 years old. Young fashionable
people who is our target market, rarely come to INA Craft, but from the last year experience,
the sale was above the expectation. Therefore, we think that we should take a chance on this
event, and perhaps sharing the booth with the companys neighbor (Bricks Company) considering the booth price that is too high.
63
Soulvibe
Soul vibe is a musical group from Indonesia who has already got 16,193
likes on its Facebook page. Soulvibes music genre is pop, and the listeners of their music are usually youth and adults
Adhitia Sofyan
Adhitia Sofyan is a singer and songwriter from Jakarta who has got the
awards from ICEMA (Indonesian Cutting Edge Music Awards) as the
favorite solo artist and favorite singer-songwriter in 2010.
Gita Sucia
Riyanni Djangkaru
64
To be much clearer about the marketing plan, we provide the marketing plan timeline that
can be seen on APPENDIX E.
65
CHAPTER 7
Operation
67
7 .1 S UP P LY C H A I N
Deer River Clothes (Mens Wear)
RAMIE
FABRIC
(10
days)
QUALITY
CONTROL
DESIGN
QUALITY
CONTROL
PRODUCTION
PACKAGING
INVENTORY
CUSTOMER
68
FABRIC
SEWING
QUALITY
CONTROL
1 day
10 days
3 hours
INVENTORY
CUSTOMER
CORDURA
FABRIC
TENUN
IKAT
FABRIC
1 day
4 days
2
weeks
DESIGN
1
week
QUALITY
CONTROL
PRODUCTION
2
weeks
PACKAGING
1 day
INVENTORY
Half
Produced
Goods
Middle
Production
Quality
Control
Finishing
CUSTOMER
1 day
69
TRIBAL
FABRIC
1
day
GLOW
IN
THE
DARK
FABRIC
QUALITY
CONTROL
SEWING
2
weeks
INVENTORY
1 day
1
day
2
weeks
PACKAGING
70
7 .2 L I ST OF V E ND O RS
Product
Product
Phase
Phase
Vendor
Vendor
Capacity
Capacity
Minimum
Minimum
Order
Order
Designer
Design
Rp50,000,000
Rp600,000
100 rolls
1 roll of
ikat fabric
1,000 bags
50 bags
1,000 bags
24 bags
1,000 bags
45 Bags
Deer
Fabric
River
Helen
Blackberry PIN : 22F3B15A
Bali Ethnics
Jl. Raya Kerobokan Kelod
137 Br. Taman, Kerobokan,
Kuta Bali 80361
Arif Reclays Afterlife
Bags
71
Product
Phase
Vendor
Jl.
Pasir
Cilengkrang
Jati
Capacity
160
Ujung
Minimum
Order
Desa
Berung,
10,000 bags
100 bags
10,000 bags
100 Bags
Bandung
Packaging
Productio
n
72
Product
Phase
Vendor
Capacity
Minimum
Order
KampungTipar
RW
03,
RT
02
DesaWanaraja,
KecamatanWanaraja,
1000
100
10,000
500
500
10,000
A4 size
10,000
A4 size
Hegarmanah
No.
Bandung
Batik Komar
Jl. Cigadung Raya Timur 1
No. 1 Bandung 40191
Dyeing
Deer
River
Clothes
Cigadung, Bandung
Jl.
Printing
Pagarsih
No.
146
Bandung
Plan B:Paskal Hypersquare
Woven
Logo
Helen
Blackberry PIN : 22F3B15A
Bpk. Rudi
Phone : 081223208528
Rp50,000
Rp600,000
500 shirts
1 shirt
1,000 shirts
50 shirts
Plan B : Deni
Sewing
Jl.
Cidurian
Utara,
Kawaluyaan I No. 23
Bandung
Phone : 08122331201
73
Product
Product
Phase
Vendor
Vendor
Capacity
Minimum
Minimum
Order
Order
20,000 pcs
100 pcs
200 pcs
1 piece
100 packs
1 pack
1,000
1,000
1 feet /
0.11
1,500 bags
50 bags
10,000 bags
100 bags
10,000 bags
100 bags
Producti
on
Enlogis (wax sealing)
Jl. Kopi Jakarta Utara
Phone : 021 99028286
E-mail : cs1@enlogis.com
Tribal
Fabric
Glow in
the Dark
fabric
Deer
River
Indo
Pancaran
Gemilang
Mal Taman Palem Lt. 2 A
37
Jl.
Lingkar
Luar
Barat
1,000
Cengkareng
Producti
on
Pouch
Packagin
Plan B : KreasindoPanca
Jaya
g
Producti
on
74
Week 1
Week 2
Week 3
Week 4
Fabric Orders
Dyeing
Printing
Sewing
Quality Control
Packaging
Packaging
Selling to
Production
Customers
Note: This production
timeline is merely for one production session.
Week 1
Week 2
Week 3
Week 4
Quality Control
Packaging
Packaging
Selling to
Orders
Woven
Logo
and
Hangtag
Production
Production
Production
Customers
75
Week 1
Bundle Fabric
Week 2
Week 3
Week 4
Quality Control
Packaging
Packaging
Selling to
Orders
Woven
Logo
Orders
Production
Production
Customers
Notes :
After the vendor has finished production, the products will be checked at the vendors
spot and if there is any repair needed, it will be immediately fix there.
Week 1
Week 2
Week 3
Week 4
Orders
Glow
in
the
Dark
Fabric
Orders
Production
Quality
Control
Packaging
Packaging
Selling to
Production
Customers
76
7 .4 O P E R ATI ON TI M E L I N E
Plan A
Production
December
January
February
March
April
Packaging
Production
December
January
February
March
April
Packaging
Plan B ( Optimist )
Conclusion :
1.
There will be no productional activity in April 2013 due to the last month of Integrated
Business Experience project and it is going to be risky in selling products if there would be new
stock produced on its month with short period of selling.
2.
We are keep going to produce packaging in January although we still have stock re-
mainder, in case to anticipate of the increase sales considering there would be a lot of events
in February. We are also going to produce packaging in February to fulfill the needs in March
and April. Therefore, in the last two months, there would not be any production of packaging.
77
7 .5 R EO R D ER P O L I CY
Deer River Clothes
We are going to order ramie and tencel fabrics every month because it will be very expensive if
we merely order the raw material of this product at once, except for woven logo and hang tag
because they have a minimum order to produce it. Thus, we are going to produce all of it in the
beginning. We are going to order the fabrics to fulfill next months sales forecast, but if we still
have remainder of the previous months stocks that can fulfill next months needs, we will not
order the raw materials. Also, in April we will not order any raw materials because April is the
last month of IBE selling period.
We have estimated that we should make an order for the following month if the stock of Deer
River Clothes left in inventory reached 54 shirts for mens wear and 20 shirts for womens wear.
78
For the inventory management, we are going to use FIFO (First In First Out) system where the
first product received will be sold first. We use this system to simplify the inventory traffic
considering the production cost of each goods sold (in case of theres a change in production
cost), and also to avoid the old stock for taking too long time in storage to ensure our products
are served in finest quality.
79
CHAPTER 8
Financial Plan
81
F IN AN C I A L PL A N
operative period of Integrated Business Experience (IBE) through pro forma income statement, statement of cash flow, and pro forma balance sheet start from beginning (December 2012) until the end of IBE period (April 2013).
8 . 1 A SS U M P T ION
8 . 2 PR OD U CT D E TA ILS
Here is the detail of Borneos products from the cost of good sold, selling price, and
profit margin that will be gained by Borneo Company.
Products
Selling Price
Profit Margin
Pouch
IDR 40,000
IDR 84,000
110%
Shirt
IDR 163,000
IDR 259,000
59%
IDR 234,000
IDR 399,000
71%
IDR 189,000
IDR 325,000
72%
Tencel blouse
IDR 95,000
IDR 250,000
163%
Traveling Bag
IDR 200,000
IDR 435,000
118%
Standard Backpack
IDR 165,000
IDR 298,000
81%
Sling bag
IDR 165,000
IDR 375,000
127%
Original-printed Ramie
82
8 . 3 . 1 Pro d u c ti o n E x p e n s e s
Products
COGS
Quantity
Total
IDR 163,000
20
IDR 3,260,000
IDR 234,000
15
IDR 3,510,000
IDR 189,000
21
IDR 3,969,000
Tencel blouse
IDR 95,000
30
IDR 2,850,000
Traveling Bag
IDR 200,000
IDR 1,000,000
Standard Backpack
IDR 165,000
25
IDR 4,125,000
Sling bag
IDR 165,000
20
IDR 3,300,000
Pouch bag
IDR 40,000
50
IDR 2,000,000
Packaging shirt
IDR 15,000
100
IDR 1,500,000
Packaging bag
IDR 13,000
100
IDR 1,300,000
IDR 26,814,000
8 . 3 . 2 Op e rati n g E x p e n s e s
Expenses
Gasoline
Price
Quantity
IDR 200,000
Total Price
IDR 200,000
Delivery Cost
IDR 50,000
IDR 50,000
Stamp
IDR 120,000
IDR 120,000
IDR 2,400,000
IDR2,820,000
8 . 3 . 3 M ar ke ti n g E x p e n s es
Expenses
Price
Quantity
Website
Total Price
IDR 1,500,000
Poster
IDR 8,000
40
IDR 320,000
IDR174,000
IDR 174,000
IDR 180,000
IDR 180,000
Decoration Booth
IDR 1,500,000
Name Card
IDR 65,000
IDR 195,000
Look-book
IDR 25,000
10
IDR 250,000
IDR 163,000
IDR 1,304,000
IDR 200,000
IDR 200,000
Endorsement (Original-printed
Shirt)
Endorsement (Traveling Bag)
IDR 5,623,000
TOTAL LOAN
IDR 35,257,000
83
8 . 4 SA L E S FOR E CA S T ( In Unit)
150
Most Likely
100
Pesimis:c
50
0
Month
December January
February
March
April
December
January
February
March
April
Oprimistic
110
133
225
228
246
Most Likely
98
120
204
207
232
Pesimistic
86
107
109
186
207
Most Likely
Optimistic
December
18
21
24
January
23
26
29
February
25
38
42
March
34
38
42
April
40
45
44
T O T A L
140
168
181
Pessimistic
Most Likely
Optimistic
December
22
25
28
January
25
28
31
February
25
46
51
March
44
49
54
April
50
56
62
T O T A L
166
204
226
DE ER R IV E R S H IR T ( WO MEN S WEAR )
84
BAG
Pessimistic
Most Likely
Optimistic
December
21
24
27
January
31
35
39
February
31
59
65
March
53
59
65
April
56
63
69
T O T A L
192
240
265
Pessimistic
Most Likely
Optimistic
December
25
28
31
January
28
31
34
February
28
61
67
March
55
61
67
April
61
68
71
T O T A L
197
249
270
PO UCH B AG
In most likely sales forecast, Borneo Company optimist that the company can sell
168 mens wear, 204 womens wear, 240 bags, and 249 pouch bags. The amount of product
sales in December and January are small because there is no event that will be joined and
the sales only gained from personal selling and internet sales. The amount of sales will be
increase in February until April, because there will be one big event every month that will be
joined by Borneo Company. In most likely sales forecast, Borneo Company is expected to get
IDR 56.126.044 as net income.
In pessimist sales forecast, the company will sell 140 mens wear, 166 womens
wear, 192 bags, and 197 pouch bags. This pessimist forecast are based on assumption from
marketing division related to the least product company can sell. In Pessimist sales forecast,
Borneo Company is expected to get IDR 37.229.624 as net income.
Meanwhile in optimist sales forecast, Borneo Company will sell 181 mens wear, 226
womens wear, 265 bags, and 270 pouch bags. Same like previous sales forecast, the sales
will be increase from February until April. This optimist sales forecast assumed based on assumption from marketing division related to the most optimistic amount of product the company can sell. In optimist sales forecast, Borneo Company is expected to get IDR 64.398.044
as net income.
85
978,000
2,106,000
2,079,000
2,660,000
600,000
3,135,000
2,145,000
1,240,000
14,943,000
2,119,000
1,404,000
1,890,000
2,375,000
800,000
2,475,000
990,000
1,120,000
13,173,000
30,166,000
5,662,000
4,470,000
25,070,000
1,305,000
1,505,000
2,604,000
7,000,000
6,250,000
2,352,000
3,575,000
3,250,000
4,875,000
3,591,000
2,394,000
2,250,000
1,554,000
January
2,599,000
December
24,227,000
2,440,000
3,630,000
5,280,000
1,000,000
4,370,000
2,835,000
3,042,000
1,630,000
49,237,000
5,124,000
8,250,000
9,536,000
2,175,000
11,500,000
4,875,000
5,187,000
2,590,000
February
BORNEO Company
Pro-Forma Income Statement
Most Likely Projection
For For
5 mon
ths enended
d ed A
pr i l2013
2013
( I D R)
5 months
April
(Rp)
24,512,000
2,440,000
3,630,000
5,280,000
1,000,000
4,655,000
2,835,000
3,042,000
1,630,000
49,987,000
5,124,000
8,250,000
9,536,000
2,175,000
12,250,000
4,875,000
5,187,000
2,590,000
March
27,749,000
2,720,000
3,630,000
4,785,000
2,400,000
5,320,000
3,591,000
3,510,000
1,793,000
56,833,000
5,712,000
8,250,000
8,642,000
5,220,000
14,000,000
6,175,000
5,985,000
2,849,000
April
The detail of proforma income statement optimistic and pessimistic can be seen on APPENDIX H and APPENDIX I
Total COGS
Pouch bag
Sling Bag
Standard Backpack
Travelling Bag
Tecnel shirt
Total Sales
Pouch bag
Sling Bag
Standard Backpack
Travelling Bag
Tencel shirt
Sales Revenue
Sales
wi ll be in a p pen dix .
H ere is th e m o st l ike ly pro je c tio n o f pro -fo rm a i n co me state me n t o f Bo rn e o C om pa n y. T h e pessim istic a n d optim istic projec tion
86
87
50,000
6,000,000
6,300,000
50,000
0
2,820,000
0
0
0
0
3,000,000
0
3,765,000
354,000
1,304,000
200,000
0
3,000,000
5,923,000
250,000
3.470.000
0
5,623,000
3,454,000
290,870.250
5,691,008.940
290,870.250
3,222,008.940
290,870.250
5,923,000
3,454,000
13,578,008.940
290,870.250
58,879.190
13,810,000
13,810,000
4,300,000
11,833,008.940
290,870.250
58,879.190
12,065,000
12,065,000
6,500,000
4,300,000
6,910,000
6,000,000
60,000
50,000
300,000
500,000
25,475,000
21,802,008.940
276.557
55.982
22,034,000
22,034,000
6,500,000
7,050,000
6,000,000
250,000
300,000
500,000
29,084,000
The detail of proforma income statement optimistic and pessimistic can be seen on APPENDIX H and APPENDIX I
58,879.190
204.500
1.141.000
354.000
195,000
6,900,000
6,000,000
50,000
50,000
300,000
500,000
25,010,000
1,500,000
58,879.190
120,000
2,400,000
320,000
50,000
50,000
1,500,000
200,000
15,223,000
11,897,000
200,000
58,879.190
Legalization Event
Prototype (2 products)
Lookbook
Name card
Decoration Booth
Poster
Website
Marketing expenses
Advertising expenses
Salary Expenses
Office Supplies
Stamp
Product Design
Delivery cost
Toll road
Gasoline
Operating expenses
Gross Profit
Sales Discount
70,514,000
TOTAL ASSETS
38,479,009
35,257,000
70,514,000
Total Equities
73,736,009
Donated Capital
35,257,000
35,257,000
3,222,008.94
Ordinary Capital
Retained Earnings
Equities
0
35,257,000
35,257,000
TOTAL LIABILITIES
35,257,000
35,257,000
Liabilities
73,736,009
70,514,000
10,841,000
35,257,000
27,638,009
December
79,427,018
44,170,018
6,000,000
35,257,000
2,913,017.88
35,257,000
35,257,000
79,427,018
79,427,018
13,878,000
35,257,000
30,292,018
January
93,005,027
57,748,027
12,000,000
35,257,000
10,491,026.82
35,257,000
35,257,000
93,005,027
93,005,027
20,130,000
35,257,000
37,618,027
February
BORNEO Company
35,257,000
Bank Collateral
Inventories
35,257,000
Beginning
Cash
Assets
8.6 BALANC E SH E ET
88
104,838,036
69,581,036
18,000,000
35,257,000
16,324,035.76
35,257,000
35,257,000
104,838,036
104,838,036
23,881,000
35,257,000
45,700,036
March
56,126,045
56,126,045
Ending
56,126,045
56,126.045
126,640,045 56,126,045
91,383,045
24,000,000
35,257,000
32,126,044.70
35,257,000
35,257,000
126,640,045 56,126,045
126,640,045
35,257,000
91,383,045
April
89
0
0
Office Supplies
Stamp
0
0
200,000
1,304,000
195,000
1,500,000
Lookbook
Decoration Booth
320,000
1,500,000
120,000
50,000
2,400,000
50,000
200,000
25,070,000
195,000
Poster
DECEMBER
Name Card
Website
Marketing expenses
Product Design
Delivery cost
Toll road
BEGINNING
50,000
50,000
200,000
30,166,000
JANUARY
Gasoline
Operating expenses
Sales
Operating Activities
50,000
50,000
300,000
500,000
49,237,000
FEBRUARY
60,000
50,000
300,000
500,000
49,987,000
MARCH
250,000
300,000
500,000
56,833,000
APRIL
90
290,870,25
58,879,19
290,870,25
58,879,19
6,000,000
14,314,000
28,263,000
6,500,000
58,879,19
6,000,000
51,983,000
3,800,000
35,257,000
35,257,000
(10,363,991)
(231,991)
14,654,009
5,768,009
19,326,009
5,768,009
20,082,009
5,768,009
22,494,009
(29,488,991)
290,870,25
290,870,25
58,879,19
6,000,000
13,558,000
30,479,000
4,300,000
Interest Expense
290,870,25
58,879,19
6,000,000
8,886,000
17,980,000
3,000,000
35,257,000
35,257,000
(10,132,000)
26,814,000
354,000
Interest Income
Donated Capital
Financing Activities
Investing Activities
Legalization Event
Inventory purchases
Prototype (2 products)
8 . 8 CA S H F LOW R AT IO
December January February
LIQUIDITY RATIO
Current Ratio
Quick (acid-test) ratio
FINANCIAL LEVERAGE RATIO
Debt to asset
Debt to equity
Interest coverage ratio
PROFITABILITY RATIO
Gross profit margin
Operating profit margin
Net profit margin
ROA
ROE
ACTIVITY RATIO
Inventory turnover
Total Asset turnover
March
April
2.09
1.78
2.25
1.86
2.64
2.07
2.97
2.30
3.59
3.59
0.48
0.92
11.87
0.44
0.80
20.36
0.38
0.61
47.48
0.34
0.51
41.48
0.28
0.39
75.75
47%
14%
13%
4%
8%
50%
20%
19%
7%
13%
51%
28%
28%
15%
24%
51%
24%
24%
11%
17%
51%
39%
38%
17%
24%
122%
34%
108%
38%
120%
53%
103%
48%
45%
The Ra t i o A n alys i s
From the liquidity ratio which consists of curret and quick ratio, it shows that the
company ability to returns its current liabilities by current asset and quick assets ( not included inventory) are increase in every month which is good.
From the debt ratio , especially the interest coverage ratio which shows the companys
ability to make contractual interest payment, the companys ratio show increasing number
from 11.87 in December to 75.75 in April, this ratio means that companys earning before
interest and taxes ratio would still be able to pay interest expense every month.
The companys profitability ratio is increasing mostly from December to April. Net
Profit Margin is increasing, so it indicated that the company is more profitable each month.
91
8. 9 I NI T I AL IN V E S T M E N T
A ss umi ng t hat t he Inte re st Loan f ro m B an k i s 9 . 9 % p e r ye ar we wo u l d h ave C o st
o f Ca p i ta l by 0.825% per m ont h to b e p ai d e ac h mo n t h fo r t h e n ex t 5 mo n t h s lo a n .
MO ST L I K E LY
Cash Flow
Initial Investment
(IDR 35,057,000)
(IDR 35,057,000)
December
IDR 3,222,008
(IDR 31,834,992)
January
IDR 5,691,009
(IDR 26,143,983)
February
IDR 13,578,009
(IDR 12,565,974)
March
IDR 11,833,009
(IDR 732,965)
IDR 21,802,008
IDR 21,069,043
April
Payback Period
P E SSI M I S T IC
Cash Flow
(IDR 35,057,000)
(IDR 35,057,000)
December
IDR 2,205,324
(IDR 32,851,676)
January
IDR 4,168,324
(IDR 28,683,352)
February
IDR 2,554,324
(IDR 26,129,028)
March
IDR 9,789,324
(IDR 16,339,704)
April
IDR 18,512,324
IDR 2,172,620
Initial Investment
Payback Period
O PTI M I ST IC
Cash Flow
Initial
Investment
(IDR 33,522,000)
(IDR 32,985,500)
December
IDR 4,724,008
(IDR 28,261,492)
January
IDR 6,904,008
(IDR 21,357,484)
February
IDR 15,803,008
(IDR 5,554,476)
March
IDR 14,058,008
IDR 8,503,532
April
IDR 22,909,008
IDR 31,412,540
Payback
Period
92
8 . 1 0 BR E A K E V E N A N A LYSIS
Product
BEP
Pouch
80
Original-printed
Ramie
Shirt
15
19
23
Tencel blouse
68
Travelling Bag
Standard Backpack
42
Sling bag
27
8 . 1 1 FI N A N C IA L P R OJE CT IO N
Rp60,000,000.00
Rp50,000,000.00
Rp40,000,000.00
Sales
Revenue
Rp30,000,000.00
Net Prot
Rp20,000,000.00
Expense
Rp10,000,000.00
ril
Ap
ch
ar
M
y
ar
Fe
br
u
ry
nu
a
Ja
De
ce
m
be
r
Rp0.00
December
January
February
March
April
Total
Sales Revenue
IDR 25,070,000
IDR 30,166,000
IDR 49,237,000
IDR 49,987,000
IDR 56,833,000
IDR 211,293,000
Expense
IDR 8,443,000
IDR 9,300,000
IDR 11,200,000
IDR 13,410,000
IDR 7,050,000
IDR 49,403,000
Net Profit
IDR 3,222,008
IDR 5,691,009
IDR 13,578,009
IDR 11,833,009
IDR 21,802,008
IDR 56,126,043
Sales in December and Januari are small, because there is no event that will be joined by
Borneo Company. The sales in December and January are gained from personal selling and
internet sales. The sales will increase in February until March because there will be one
big event each month, like Pop-Up Market, Inacraft that will be joined by Borneo Company.
Those events according to our marketing division have big potential sales. The biggest expense that Borneo will spend is in March and the smallest expense is in December.
93