bagaimana bisnis bekerja

hampir 70% dari teman-teman akan:

1. Bekerja di perusahaan dan meniti
karir sebagai profesional dan menjadi
pimpinan perusahaan bisnis…
 … 2. Memulai usaha sendiri dan
menjadi pemilik perusahaan bisnis…
… 3. Berinvestasi di perusahaan orang
lain dan menjadi investor bisnis…
 Kuliah ini akan
memberikan
kerangka berfikir
untuk memahami
bisnis.
 Gunakan kerangka
ini menghimpun ilmu
secara sistematis dari
Internet…
…buku…
…kuliah & seminar…
…talkshow di radio…
…berbagai iklan di
televisi…
…pengamatan di
lingkungan…
Pahami kerangka ini, dan calon
profesional dapat merancang
perjalanan karir yang baik…
 …calon pemilik perusahaan
dapat merancang usaha yang
langgeng & menguntungkan...
…calon investor dapat memilih
kendaraan investasi yang aman
& bertumbuh.
Namun lebih dari hal pragmatis
diatas, bisnis patut dipelajari
karena merupakan fenomena
unik umat manusia…
dunia imajinasi
Big bang
13.5 Bio Year Ago
Big bang Physics
13.5 Bio Year Ago
Big bang Physics Chemistry
13.5 Bio Year Ago + 300,000 Year
Big bang Physics Chemistry Stars
13.5 Bio Year Ago + 300,000 Year 8 Bio Year Ago
Big bang Physics Chemistry Stars Planets
13.5 Bio Year Ago + 300,000 Year 8 Bio Year Ago 5 Bio Year Ago
Big bang Physics Chemistry Stars Planets Earth
13.5 Bio Year Ago + 300,000 Year 8 Bio Year Ago 5 Bio Year Ago 4.5 Bio Year Ago
 Big bang Physics Chemistry Stars Planets Earth
13.5 Bio Year Ago + 300,000 Year 8 Bio Year Ago 5 Bio Year Ago 4.5 Bio Year Ago

DNA
4 Bio Year Ago
 Big bang Physics Chemistry Stars Planets Earth
13.5 Bio Year Ago + 300,000 Year 8 Bio Year Ago 5 Bio Year Ago 4.5 Bio Year Ago

DNA Organism
4 Bio Year Ago 3.5 Bio Year Ago
 Big bang Physics Chemistry Stars Planets Earth
13.5 Bio Year Ago + 300,000 Year 8 Bio Year Ago 5 Bio Year Ago 4.5 Bio Year Ago

DNA Organism Evolution

4 Bio Year Ago 3.5 Bio Year Ago 500 Mio Year Ago
 Big bang Physics Chemistry Stars Planets Earth
13.5 Bio Year Ago + 300,000 Year 8 Bio Year Ago 5 Bio Year Ago 4.5 Bio Year Ago

DNA Organism Evolution Primate

4 Bio Year Ago 3.5 Bio Year Ago 500 Mio Year Ago 50 Mio Year Ago
 Big bang Physics Chemistry Stars Planets Earth
13.5 Bio Year Ago + 300,000 Year 8 Bio Year Ago 5 Bio Year Ago 4.5 Bio Year Ago

DNA Organism Evolution Primate Great Ape

4 Bio Year Ago 3.5 Bio Year Ago 500 Mio Year Ago 50 Mio Year Ago 2.5 Mio Year Ago
 Big bang Physics Chemistry Stars Planets Earth
13.5 Bio Year Ago + 300,000 Year 8 Bio Year Ago 5 Bio Year Ago 4.5 Bio Year Ago

Australopithecus
DNA Organism Evolution Primate Great Ape
Neanderthals Denisovans
4 Bio Year Ago 3.5 Bio Year Ago 500 Mio Year Ago 50 Mio Year Ago 2.5 Mio Year Ago
Erectus Rudolfensis
Soloensis Ergaster
Floresiensis Sapiens
 Big bang Physics Chemistry Stars Planets Earth
13.5 Bio Year Ago + 300,000 Year 8 Bio Year Ago 5 Bio Year Ago 4.5 Bio Year Ago

Australopithecus
DNA Organism Evolution Primate Great Ape Sapiens
Neanderthals Denisovans
4 Bio Year Ago 3.5 Bio Year Ago 500 Mio Year Ago 50 Mio Year Ago 2.5 Mio Year Ago 10,000 Year Ago
Erectus Rudolfensis
Soloensis Ergaster
Floresiensis Sapiens
Hal unik terjadi pada salah satu spesies manusia,
Homo Sapiens. Mereka mampu melepaskan diri
dari evolusi alamiah dan melakukan revolusi…
• Melompat menjadi Alpha,
• Memusnahkan semua spesies manusia lain,
• Memanipulasi alam.

Australopithecus
Primate Great Ape Sapiens
Neanderthals Denisovans
50 Mio Year Ago 2.5 Mio Year Ago 10,000 Year Ago
Erectus Rudolfensis
Soloensis Ergaster
Floresiensis Sapiens
Homo Sapiens memiliki kemampuan
menggunakan dan memanipulasi alat, namum
demikian juga chimpanse…
…kemampuan bekerjasama, namun demikian juga
dengan lebah, semut dan gorila…
…teknik olah suara untuk menghasilkan bunyi unik
dengan jumlah hampir tak berhingga untuk
berbahasa, namun demikian juga dengan paus,
gajah, burung beo…
…memiliki struktur otak yang dan fisik unggul,
tapi masih inferior dibandingkan Homo
Neanderthal dan Homo Erectus...
…hal unik yang membedakan Homo Sapiens
adalah kemampuannya hidup di dunia imajinasi…
…mereka menciptakan dewa dan kepercayaan
sebagai fondasi aturan dan kesepakatan yang
membuatnya dapat bekerjasama dalam jumlah
besar tanpa perlu mengenal intim dan mampu
merubah tatanan sosial secara cepat.
…dunia imajinasi, membuat Homo Sapiens
mengakumulasi pengetahuan dan mulai
memanipulasi alam dengan cara baru tanpa
melalui evolusi genetik…
…dewa dan kepercayaan di dunia imajinasi
berganti, melihat sesuatu yang familiar..?
Bisnis adalah salah satunya…
business
company
market
business
 Business
(single company view)
Target Market
Segmentation
Segmentation
Geographics:
• Region (Jakarta, Sumatra, Jawa, East Indonesia)
• City size (Under 1 mio, 1-5 mio, more than 5 mio)
• Density (Urbah, Suburban, Rural)
• Climate (Hot, cold, rainy, windy, humid)

Demographics:
• Age (Balita, remaja, dewasa, lansia)
• Family Size (Single, couple, couple with kids)
• Family life cycle (Young, young-single, young-married, young-married-with-children, older)
• Gender (Perempuan, Laki-Laki)
• Income (Under 5mio, 5-15mio, 15-40mio, 40mio above)
• Occupation (Doctors, Lawyers, Operators, Supervisors, Managers, Directors)
• Education (Up to High School, S1, S2, S3)
• Religion (Moslem, Christian, Hindu)
• Race (Sundaneese, Javaneese, Batak, Minang)
• Generation (Gen-X, Gen-Y, Gen-Z)
• Nationality (Pribumi, Expatriate)
• Social Class (Low-Low, Up-Low, Working Class, Middle Class, Up-Mid, Low-Up, Up-Up)
Segmentation

Psychographic:
• Lifestyle (Movie goers, arisan, runners, bikers, shoe lovers)
• Personality (Visionary, nurturer, thinker, inspector, mastermind, doer, commander)

Behavioural:
• Occasions (Regular occasion, special occassion)
• Benefit (Quality, service, economy, speed, flexibility)
• User status (Nonuser, ex-user, potential user, first-time user, regular user )
• Usage rate (Light user, medium user, heavy user)
• Loyalty status (None, medium, strong, absolute)
• Readiness stage (Unaware, aware, informed, interested, desirous, intending to buy)
• Att to Product (Enthusiastic, positive, indifferent, negative, hostile)

Effective Segmentation :
MEASURABLE – SUBSTANTIAL – ACCESSABLE – DIFFERENTIABLE - ACTIONABLE
Targeting
Market Market Market
Product

Product

Product
Single-segment concentration Selective specialization Product specialization

Market Market

Differentiated Marketing
(R&D, Mfg, Adm, Inv, Promo)
Product

Product Undifferentiated Marketing

Market specialization Full market coverage

Value Proposition
Product Differentiation

form conformance repairability

features durability style

performance reliability design

Product Mix

unanticipated Need Family

desired
Product Family
expected
basic Product class

core Product line

Product Type

Brand
s
k
u

Product Level Product Hierarchy

Price Strategy

Price

High Medium Low

survival

High PREMIUM HIGH VALUE SUPER VALUE

profit

Quality OVER MEDIUM

Medium GOOD VALUE share
CHARGING VALUE

skimming
FALSE
Low RIP-OFF ECONOMY
ECONOMY
leadership
Delivery
the body
Dunia nyata
Channel

Channel Types Channel Phases

Sales force
Direct

Purchase
Evaluation Delivery After Sales
Own

Web sales Awarenes

How to
Own How to help How to How to
How to rise accommodate
retail store customers deliver the provide post-
awareness of customers
Indirect

Partner evaluate the product to purchase

the prouducts purchase the
Partner

retail store products customers support

products
Wholesaler
Store type
Retail store
• Speciality store (Bata)
• Department store (Ramayana)
• Supermarket (Giant)
• Convenince store (Indomaret)
• Discount store (Sport’s Station, Payless)
• Off-Price store (Rumah Mode)
• Superstore (IKEA)
• Rombong / gerobak
Wholesaler
• Merchant wholesaler (distributor besar)
• Full-Service wholesaler (salesman, spg, canvas, etc.)
• Merchant
• General merchandise wholesaler
• General-line wholesaler
• Speciality wholesaler
• Industrial distributor
• Limited-Service wholesaler (grosiran)
• Broker
• Agents
• Branch office of manufacturer
Engagement
The soul
Dunia imajinasi
Customer Relationship

Personal assistance Dedicated personal Self service

assistance

Automated Service Comunities Co-creation

Promotion Tools

Public Relation
Seller store

Sales force
Consumer

• Samples • Off-invoice • Trade show & convention • Publication

• Coupon • Allowance • Sales contest • Events
• Cash refund • Free Goods • Speciality advertising • News
• Price pack • Speeches
• Gifts • Public-service activities
• Prizes • Identity media
• Patronage award
• Free trials
• Product warranties
• Tie-in promotion
• Cross promotion
• Point of purchase displays
• Demonstration
Advertising

Medium Advantages Limitations

Newspaper Flexibility, timeliness, good local coverage, braod Short life, poor reproduction quality, small “pass- Circulation
acceptance, high believability. along” audience.
Television Combines sight, sound, motion, appealing to the High absolute cost, high clutter, fleeting exposure,
senses, high attention, high reach. less audience selectivity.
Direct mail Audience selectivity, flexibility, no ad competition Relatively high cost, “junk mail” image.
within the same medium, personalization.
Radio Mass use, high geographic and demographinc Audio presentation only, lower attention than
selectivity, low cost. television, nonstnadardized rate structures, Audience
fleeting exposure.
Magazines High geographic and demographic selectivity, Long ad purchase lead time, some waste
credibility and prestige, high-quality circulation, no gruantee of position.
reproduction, long life, good pass-along
readership.
Outdoor High repeat exposure, low competition. Limited audience selectivity, high cost. Effective
Newsletters Very high selectivity, full control, interactive Cost could run away. Audience
opportunities, relative low costs.
Brochures Flexibility, full control, can dramatize messages. Overproduction could lead to runaway cost.
Telephone Many users, opportunity to give a personal touch. Relative high cost unless volunteers are used.
Internet High selectivity, interactive possibility, relatively Relatively effective only in developed area. Effective
low cost. Ad-
exposed
Audience
Advertising Media Buying

Trial = f (Awarness)
Awareness = f (Exposure)
Exposure* = Reach x Frequency
unit = GRP (Gross Rating Point)

Weighted Exposure* = Reach x Frequency x Impact

Advertising Timing Patterns
Level Rising Falling Alternating

Concentrated

Continuous

Number of
Intermitent
message

Month
Engagement Response
Hierarchy- Innovation-
AIDA Communication
of-effect adaptation
awareness exposure

Cognitive attention awareness reception

knowledge cognitive

interest liking interest attitude

Affective preference

desire conviction evaluation intention

trial

Conative action purchase behaviour

adoption
Tools Effectiveness

Sales Promotion

Personal Selling
Effectiveness

Advertising & Publicity

Awareness Comprehension Conviction Ordering Reordering

Resources
Resources

Physical Intelectual Human Financial

• Factories • Brand • Operators • Cash
• Buildings • Knowledge • Supervisors • Credit
• Vehicles • Patents • Managers • Stocks
• Machine • Copyrights • Scientists
• System • Partnerships • Subject Experts
• Distribution • Database
• Networks
Activities
Activities

Marketing Sales R&D Supply Chain Purchasing

Warehouse Manufacture Quality Assurance Safety Environment

Maintenance Human Resource Finance Information Tech. Legal - Regulatory

Value Chain
Supporting
Supporting Processes
Processes (Finance,
(Finance, Maintenance,
Maintenance, SHE,
SHE, HR,
HR, Regulatory,
Regulatory, IT,
IT, Functional
Functional
Matrice)
Matrice)

New
New Product
Product Customer
Customer
Development
Development Relationship
Relationship

•• R&D
R&D •• Sales
Sales
•• Marketing
Marketing •• Marketing
Marketing
•• Demand
Demand •• Customer
Customer
Planner
Planner Service
Service

CUSTOMER
CUSTOMER
SUPPLIER

•• Supply
Supply Planner •• Demand
SUPPLIER

Supplier
Supplier Planner Order
Order Demand
•• Customer
Customer Planner
Planner
Relationship
Relationship Service
Fulfilment
Fulfilment •• Quality
Service Quality
•• Quality
Quality Assurance
Assurance
•• Purchasing
Purchasing Assurance
Assurance •• Warehouse
Warehouse
•• Quality
Quality •• Production
Production •• Demand
Demand
Assurance
Assurance •• Warehouse
Warehouse Planner
Planner
•• Supply
Supply Planner
Planner
•• Customer
Customer
Service
Service
•• Quality
Quality
Assurance
Assurance
•• Production
Production
•• Maintenance
Maintenance
•• Warehouse
Warehouse
Partners
Partnership Types

Strategic aliance Coopetition

Joint ventures Buyer-Supplier

Partnership Motivation

Optimasion and Reduction of risk Acquisition of particular

Economic of Scale and uncertainty resources and activities
Revenue
Revenue Stream

Asset sale Usage fee Subscription fee Lend – Rent - Lease

Licencing Brokerage fee Advertising

Pricing Mechanism

Fixed Dynamic

List Price Negotiation (Bargaining)

Fixed price for specific product Price negotiated between two or more partners

Product Feature Dependent Yield Management

Price depends on the number of quality of features Price depends on inventory and time of purchase

Customer Segment Dependent

Real Time Market
Price depends on the type and characteristic of
Price is established based on supply and demand
Customer-Segment

Volume Dependent Auction

Price as a function of the quantity purchased Price determined by outcome of competitive bidding
Costing
Costing Function

Setting sales prices Measuring gross margin Formulating legal logic

against business casses

Making optimal Valuing assets

financial choices
Parties
The Dinamic Trio

P&L (Income Statement) Balance Sheets Cash Flow

P&L (Income Statement)

Cost of Goods Sold

Variable: Koprasi TK Jaya
• Raw materials Income Statement
• Direct labor For Year Ended Dec 31, 2018
• Variable manufacturing overhead costs
Fixed:
• Fixed manufacturing overhead costs
• Salary of supporting employee
• Depreciation
• Occupancy cost

Selling, General and Administrative

• SGA Labor costs (wages, salaries, and benefits)
• Insurance premiums
• Property taxes on buildings and land
• Cost of gas and electric utilities
• Travel and entertainment costs
• Telephone and Internet charges
• Depreciation of operating assets that are used more than one
year (including buildings, land improvements, cars and trucks,
computers, office furniture, tools and machinery, and shelving)
• Advertising and sales promotion expenditures
• Legal and audit costs
Balance Sheet
Balance Sheet

Koprasi Himatek Jaya

Balance Sheet
At December 31, 2018
The Link
Cash Flows

Koprasi TK Jaya
Income Statement
For Year Ended Dec 31, 2018
The Link
end
 Big bang Physics Chemistry Stars Planets Earth
13.5 Bio Year Ago + 300,000 Year 8 Bio Year Ago 5 Bio Year Ago 2.5 Bio Year Ago

Australopithecus
DNA Organism Evolution Primate Great Ape Sapiens
Neanderthals Denisovans
4 Bio Year Ago 1 Bio Year Ago 500 Mio Year Ago 50 Mio Year Ago 2.5 Mio Year Ago 10,000 Year Ago
Erectus Rudolfensis
Soloensis Ergaster
Floresiensis Sapiens
Activities

Marketing Sales R&D Supply Chain Purchasing

Warehouse Manufacture Quality Assurance Safety Environment

Maintenance Human Resource Finance Information Tech. Legal - Regulatory