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IMAM MASYHURI

PT. Cendana Teknika Utama


imam.ms@gmail.com

Who Am I

Education Background

Work Background

2013 : Graduated from Information Technology Management MMT


Institute Technology Sepuluh Nopember (ITS)
1998 : Graduated from Mechanical Engineering Brawijaya University (UB)
1991 : Graduated from SMAN 3 Semarang
CV Cendana Nuansakarya (1997-2003)
Co Founder & CTO PT Cendana Teknika Utama
(2003- Sekarang)
Komisaris PT Karyatama Solusindo
(2006 Sekarang)

Contact Me

081 5555 88 57
Mail :
imam.ms@gmail.com
imam@cendana2000.co.id

What were going to talk about


Product Development
Technopreneur start from now !
Create Value, not just Profit !
Enterprise Product Pascal ? Why not ?

Product vs Project
Multiple Clients vs Specific Client
Revenue per item vs per project
High initial investment in dev needed in
products
Source code owned by vendor vs
customer owns it
Product Life Cycle vs Project Life Cycle

Product Development

Product Life Cycle

Product Development

Introduction
Researching, Developing
and then Launching the
product
Low level of sales (usually
negative cash flow)
Heavy promotion to make
consumers aware of the
product
Growth
Fast growing sales (positive
cash flow)
Expanding market but
arrival of competitors

Product Life Cycle

(2)

Maturity
Slower sales growth
Rivals enter the market = intense competition +

fight for market share


Cash flow should be strongly positive
Weaker competitors start to leave the market
Prices and profits fall

Decline

Falling sales
Market saturation and/or competition
Decline in profits & weaker cash flows
More competitors leave the market

Product Development

Strategies

Introduction
MVP (Minimum Viable Product)
Limited, focused distribution
Penetration strategy or Skimming Strategy
Penetration : Prices are set high initially then gradually
lowered overtime. Good stategy to use if there are few
competitors for your product.
Skimming : Set your prices very low at the beginning and
then gradually increase them. Good strategy to use if
there are alot of competitors who control a large portion of
the market.

Growth
Increase in distribution outlets - intensive distribution
Go for market penetration and (if possible) price

leadership
Improve the product - new features, improved styling,
Product Development
more options

Strategies

(2)

Maturity
Product differentiation & product

improvements
Rationalisation of capacity
Competitor based pricing
Persuasive advertising
Enter new segments
Develop new uses

Product Development

Strategies
Decline
Price cutting to maintain competitiveness
Promotion to retain loyal customers
Extension strategies:
Adding Value
Explore new market
Product variation
sales

(3)

Product Development

Five Forces Analysis Michael Porter


INDUSTRY COMPETITION

Studi Kasus : Server Pulsa Elektrik


1. Ancaman Pendatang Baru
3000 pemain (thn 2010)
2. Ancaman Produk pengganti
Voucher fisik, transaksi bank/
indomart, dsb
3. Kekuatan Konsumen
Sistim Piutang vs Deposit
Loyalitas konsumen
4. Kekuatan Supplier
Regional Stock
Hardcluster
5. Persaingan antar server pulsa
Persaingan harga, fasilitas

Product Development

Technopreneur

Technopreneur = Technology + Enterpreneur


Istilah lain : Wirausaha berbasis teknologi
Cyberpreneurship = Technopreneur berbasis internet

Bagaimana memulai ?
Temukan market (riset, solusi atasi problem, dsb)
Ciptakan produk memiliki keunggulan
Gali potensi sumber daya (orang, uang, peralatan)
Tentukan market share harga, target penjualan, strategi
penjualan, dsb
Inovasi produk

Inovasi = Invensi + Komersialisasi

Tahapan :
Start-Up Survival Expansion
Technopreneurship

Manakah Gaya Anda Sebagai Pemilik Bisnis


Startup?

Pada tahun 2009, ada 59 negara yang dijadikan subyek


sebuah lembaga survey enterpreneurship global. 110
juta orang antara usia 18 sampai 64 tahun menjawab
mereka sedang dalam proses memulai bisnis dengan
gaya mereka masing-masing yang beraneka ragam.
Maka lembaga survey tersebut berhasil menarik
kesimpulan bahwa gaya founder startup terbagi ke
dalam 6 jenis. Manakah gaya anda?

http://mediabisnisonline.com/infografis-manakah-gaya-anda-sebagai-pemilik-bisnis-startup/

Manakah Gaya Anda Sebagai Pemilik Bisnis


Startup?

Manakah Gaya Anda Sebagai Pemilik Bisnis


Startup?

Create Value not Just Profit

Focus on benefit not feature


Pahami kebutuhan pelanggan / pengguna
Fokus pada fitur yang memberikan benefit

Value Proposition

Investment
Skill and Knowledge
Relationship and Network
Access to market
Market Adoption
Intellectual Property

Build and capture Value

Create Value not Just Profit

Faktor yang harus diperbaiki terus menerus


untuk meningkatkan value kita :

Bisnis pada industri yang tumbuh


Pertumbuhan sustain bukan lompat-lompat
Memiliki potensi menguasai market share
Memiliki keunggulan kompetitif
Memiliki cash flow dan profit margin yang baik
Memiliki Managemen Tim yang baik (Jangan
menjadi CEO)

*CEO = chief everything officer

Memiliki legalitas & financial yang baik

Create Value not Just Profit

Membangun produk enterprise dengan PASCAL, Why not ?


Our Company :
Tahun

Produk

Keterangan

1997

1998-2003

Alat wartel Cendana2000

Berbasis Mikrokontroller
Berbasis PC -> Turbo Pascal

2002

PSB Online pertama (Malang)

Delphi + PHP + MySQL

2003-2005

Lab Bahasa, Caller ID,


SMS Sender

Delphi 3, Delphi 5, Mikrokontroller

2005

Flash e-Voucher

Delphi 7, FirebirdSQL

2007

MDPulsa

Delphi 7, FirebirdSQL, PHP, MySQL

2008

Digital Signage, AlatAntrian

Delphi 7, Delphi 2007

2008

Elang2000

Authorized Dealer Telkomsel Reg.


Kalimantan

2009

PPDB Online Nasional

Kerjasama dg Kemdikbud.
Lazarus/FPC

2010

Stiker Pulsa

Delphi Webservices

2012

E-PBB

Kerjasama dg TELKOM

2014

Serbabayar, ???

Terima kasih