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BUSINESS PLAN
By:Student of FTI
GANOLINGZHI A HEALTHY DRINK
There are no other things as precious as
your health
(Proverb)
Introduction
PT.Tekno TI UMI is a qualified company that produces natural foods and drinks. One of which is Ganolingzhi, a health drink made of Ling Zhi mushrooms. For years the Ling Zhi has been used a panacea (a cure-all medicine). Its prime function is to stimulate body organ’s function.Ganolingzhi packed all the Ling zhi’s goodness into a ready to drink bottle. Very practical, and unlike other health drinks, it completely save from any contra indications. This will be a very promising business. Our product is unique, and answers all customers’ need. So far PT.Tekno TI UMI seeking the right venture (or investor as well) to build a prospecting business together in a partnerships, 60:40 based.
Content
Competitive AnalysisMarket Analysis
Strategy and Implementation Summary
Management Summary
Financial Plan
Competitive Analysis
Company SummaryThe Product
COMPANY SUMMARY
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COMPANY SUMMARY (1)
MissionTo provide a fully natural healthy drink for people who concerns about their healthiness, and interested in keeping up their stamina with a practical and easy way. VisionTo become the lead producer of healthy drink in Indonesia
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COMPANY SUMMARY (2)Objectives
• To be top of mind among other natural health drink or supplements.
• To reach sales at 500.000 bottles for the first year in Sulawesi Island (big cities in east Indonesia) and Maluku, Papua area.
• To maintain a growth on sales at 20% per year
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COMPANY SUMMARY (3)
The CompanyThe Company, PT.Tekno TI UMI , is established to create natural and organic contain consumption products.
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COMPANY SUMMARY (4)
Company Location and Facilities PT.Tekno TI UMI is planned to be located at Karuwisi, Makassar. The plant itself is about 200 meters squares, while the office is about 100 meters squares. Maximum capacity of 1,100.000 bottles per year.
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THE PRODUCT
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THE PRODUCT (1)
Product Description Ganolingzhi is a healthy drink made from Ling Zhi mushroom (Ganoderma). Uses extraction method with no added artificial ingredients. Healthier feel of the body, sharper minds and energetic motions.
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THE PRODUCT (2)
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Sales Literature Spreading out brochures Advertisement by the means of electronic media, magazines and newspapers.
THE PRODUCT (3)
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Keys To success1. Completely has no side effect to human’s body.2. Production cost can be minimized because the
Ling Zhi mushroom it self is a local variety developed by TI-UMI biology’s laboratory.
3. Unique product, invented by a branded institution (TI-UMI).
THE PRODUCT (4)
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The Future Products Another lines of the products such as:
• vitality tonics• children‘s health drinks, and • pregnancy capsules.
COMPETITIVE ANALYSIS
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COMPETITIVE ANALYSIS (1)
Suppliers Industry Competitor(Intensity of Rivalry)
Substitutes
New Entrants
Buyers
Bargaining Powerof Supplier
Threat of NewEntrance
Bargaining Powerof Buyer
Threat of NewSubstitutes
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COMPETITIVE ANALYSIS (2)
Threats of new entrants are high- Barriers to entry are low- Capital requirement is lowOur strategies to compete is to create a loyalty to our brand.
Threat of substitutes products are mediumThere are few resemble products either natural or chemical in the same market.
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COMPETITIVE ANALYSIS (3)
Bargaining power of customers is lowHigh concern customers about health for different reasons.
Bargaining power of supplier is lowThe suitable mushroom is still produced by TI-UMI, but we can also outsource the seeds from other suppliers.
Intensity of rivalry is lowThere is no rival exist at all until now in the same industry.
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COMPETITIVE ANALYSIS (4)Concern and Risk
Concern:Product focus is the best strategy to be implemented for such market. Marketing concentration in:
1. Designing an eye-catching package and label2. Distributing through agent distributor, pharmacies, sport
centre, health club, supermarket and direct selling.3. Intensive promotion to people over the age of thirty-five on
the goodness of Lingzhi mushrooms.
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COMPETITIVE ANALYSIS (5)
Risks:1. Consumers’s doubt about the goodness in
Ganolingzhi related to its price.2. Failure of campaign on Ganolingzhi’s
goodness
MARKET ANALYSIS
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MARKET ANALYSIS (1)
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Type of MarketConsumer Market: single use consumer goods, drink.
MARKET ANALYSIS (2)
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Market Share Adults in Indonesia year 2003 is 88 million populations. Target market (Sulawesi Island) = 12 million population.Middle Income Rp 2 million = 8 million populationOur potential user is 20% from the target marketMarket Share (20%) x 8 million = 1.6 million population
MARKET ANALYSIS (3)
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Market Segmentation GeographicMakassar, Palu, Kendari, Gorontalo,Maluku and Papua/Irian Island Demographic• Adults, Male and female• Middle disposable income• Any ethnic of Indonesia (prime target), kaukasia, (long term target) PsychographicThose who are dynamics, and concern about natural supplements for
many reasons.
MARKET ANALYSIS (4)
Main Competitor Potential competitors: Other healthy or energy drinks made from
un-organic ingredients with artificial additives Indirect Competitor: The Chinese herbs / potions that has similar effect as Ling Zhi mushrooms that also sold in Chinese drug stores or pharmacies Substitute Competitor: Other drugs from pharmacies that have the same effect as Ling Zhi does.
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STRATEGY AND IMPLEMENTATION SUMMARY
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STRATEGY AND IMPLEMENTATION SUMMARY (1)
Marketing Strategy Concentrated Marketing: Single version product to single and particular market segment.
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STRATEGY AND IMPLEMENTATION SUMMARY (2)
Positioning
Pricing Strategy Premium
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STRATEGY AND IMPLEMENTATION SUMMARY (3)
Promotion StrategyPushing promotion strategy; sales are supported by brochures, and advertisement.
The Pushing Promotional Strategy
Originator Intermediary End User
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STRATEGY AND IMPLEMENTATION SUMMARY (4)
Sales Promotion Tools1. Free tasted Ganolingzhi at the street and
malls.2. A contest of the healthiest adults.
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STRATEGY AND IMPLEMENTATION SUMMARY (5)
Distribution StrategyIntensive, aimed for maximum exposure. Sold through agent distributors, supermarket, pharmacies and health centre.
STRATEGY AND IMPLEMENTATION SUMMARY (6)
Production chainRaw Material from
Supplier
Supply GanolingzhiProduction Process
Bottling andLabelling
End Product
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STRATEGY AND IMPLEMENTATION SUMMARY (7)
Sales StrategySales strategy is Consultative model:Perform free counseling on healthiness among adultsAsk them what they actually need and expect from health drink Assist them to find safest health drink for their various concern of contra indication; the Ganolingzhi.
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STRATEGY AND IMPLEMENTATION SUMMARY (8)
Sales Forecast Net Profit Margin 34%BEP on sales of 208,312 units
Sales Forecast
0
1000
2000
3000
4000
5000
1 2 3 4 5
Year
Rupi
ah (i
n M
illio
n)
Year
Sales
MANAGEMENT SUMMARY
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MANAGEMENT SUMMARY (1)
Management Team PT.Tekno TI UMI is departmentalized. The main departments are marketing, operation, human resources development, and accounting and finance. The company will make all decisions in accordance with the company mission. Employees are delegated tasks based upon their specialty.
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MANAGEMENT SUMMARY (2)
Organization structurePresident
Commissaries
Director
Marketing Manager Operation Manager HRD Manager Accounting &Finance manager
Storage &Distribution
Division
Promotion Division
Capacity DesignDivision
Inventory & QualityControl Division
PersonnelManagement
Division
Training &Development
Division
Chief Accounting
Chief Financial
MANAGEMENT SUMMARY (3)
1. President Commissaries (Dr. Nusran Muhammad, PhD)Qualification:
Graduated from Doctorate program of AsiaeUniversity, Malaysia majoring in Industrial Management focus in Halal Industry Management Experienced in Industrial Management and Engineering Has been in Lecturer for 20 years.
2. Director (Dr.Ir. Muhammad Yusuf, DEA)Qualification:
Graduated from Doctorate program of Yale University majoring in science technologyExperienced in Biotechnology Has been in Lecturer for 8 years.
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MANAGEMENT SUMMARY (4)
3. Operation Manager (DR.Ir.Andi Pawennari, MT. MBA)Qualification:
Graduated from Doctorate program of ITS majoring in Industrial EngineeringExperienced in Production schedulingHas been working in PT. DI.
4. Marketing Manager (Ir.Hj.Nurhayati, MSIE)Qualification:
Graduated from Master program of TI-UMI majoring in Industrial EngineeringExperienced in Promotion techniqueHas been involved in Consulting in Engineering
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MANAGEMENT SUMMARY (5)
5. HRD Manager (DR.Ir.H. Lamatinulu, MT. MBA)Qualification:
Graduated from Doctorate program of American University majoring in Industrial Management Experienced in managing people Has been involved with Engineering Consultant.
6. Accounting and Finance manager(DR.Hj.Rahmaniah Malik, MBA)Qualification:
Graduated from Doctorate program of UK, London majoring in Financial Management Experienced in auditing and tax consultingHas been working in BPK(Badan Pemeriksa Keuangan) for 3 years .
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FINANCIAL PLAN
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FINANCIAL PLAN (1)
AssumptionAll figures are in real Rupiah (Indonesian currency)Commercial starts up on January 1, 2005All costs incurred during the initial six-month period of 2004 has been shown as pre-operating expensesOperational cost increases 15% per year (equal to the expected inflation rate)Dividend payment are 70% of free cash (free cash = Net Income after tax – Retention for growth)Interest rate is 15%Discount rate is 15%Corporate tax rate is 30%Account receivable is expected to be paid in 30 days
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FINANCIAL PLAN (2)
Rp-Rp500,000,000.00
Rp1,000,000,000.00Rp1,500,000,000.00Rp2,000,000,000.00Rp2,500,000,000.00Rp3,000,000,000.00Rp3,500,000,000.00Rp4,000,000,000.00Rp4,500,000,000.00
Rupi
ah
1 2 3 4 5
Year
Highlights
Sales
Gross margin
Net Income
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FINANCIAL PLAN (3)
Year Sales Gross margin Net Income
1 1,750,000,000.00 1,475,500,000.00 602,497,000.00
2 2,520,000,000.00 2,190,600,000.00 1,066,590,000.00
3 3,024,000,000.00 2,628,720,000.00 1,328,839,050.00
4 3,628,800,000.00 3,154,464,000.00 1,646,598,817.50
5 4,354,560,000.00 3,785,356,800.00 2,031,346,666.13
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FINANCIAL PLAN (4)Start-up ExpensesPlant Facilities
Boiler (1) 100,000,000.00 Mixer & Cooker 40,000,000.00 Incubator box 4,000,000.00 Refrigerator (2) 4,000,000.00 Steamer 25,000,000.00 Fuel Tank 20,000,000.00 Fuel Pipe 5,000,000.00 LAFC rent 12,000,000.00 210,000,000.00
EquipmentTrolley (3) 1,500,000.00 Crate (8) 800,000.00 Petri disc (10) 750,000.00 Shelf (1 set) 2,000,000.00 Scale (2) 400,000.00 Scalpel (10) 200,000.00 Polybag (50) 500,000.00 Diesel Fuel 1,500,000.00 Office Equipment 1,300,000.00 8,950,000.00
LaborStaff/Labor training 20,000,000.00 Recruitment Expenses 2,000,000.00 22,000,000.00
Other Expenses 5,000,000.00 5,000,000.00 Total Start-Up Expenses 245,950,000.00
Start-Up asset NeededCash Balance on Starting Date4,000,000.00 Start-Up Inventory 16,200,000.00
Total Current Asset 20,200,000.00
Building (Plant & Office) 500,000,000.00 Vehicles (2) 100,000,000.00 Total Assets 620,200,000.00 Total Requirements 866,150,000.00
FundingVenturing InvestmentEquity LAPI ITB 519,690,000.00 Equity Ventura 346,460,000.00 Total Investment 866,150,000.00
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FINANCIAL PLAN (5)
1 2 3 4 5Capacity 500,000.00 600,000.00 720,000.00 864,000.00 1,036,800.00 Growth 20% - 1.20 1.20 1.20 1.20 Price 3,500.00 3,500.00 3,500.00 3,500.00 3,500.00 Sales 1,750,000,000.00 2,520,000,000.00 3,024,000,000.00 3,628,800,000.00 4,354,560,000.00 COGS 274,500,000.00 329,400,000.00 395,280,000.00 474,336,000.00 569,203,200.00 Gross profit margin 1,475,500,000.00 2,190,600,000.00 2,628,720,000.00 3,154,464,000.00 3,785,356,800.00
Selling and gen. Adm. CostSalary 222,000,000.00 239,760,000.00 263,736,000.00 290,109,600.00 319,120,560.00 Utilities 24,000,000.00 27,600,000.00 31,740,000.00 36,501,000.00 41,976,150.00 Depreciation 163,790,000.00 163,790,000.00 163,790,000.00 163,790,000.00 163,790,000.00 Miscellaneous expenses 30,000,000.00 34,500,000.00 39,675,000.00 45,626,250.00 52,470,187.50 Marketing cost 175,000,000.00 201,250,000.00 231,437,500.00 266,153,125.00 306,076,093.75
614,790,000.00 666,900,000.00 730,378,500.00 802,179,975.00 883,432,991.25 Operating profit 860,710,000.00 1,523,700,000.00 1,898,341,500.00 2,352,284,025.00 2,901,923,808.75 Income tax 258,213,000.00 457,110,000.00 569,502,450.00 705,685,207.50 870,577,142.63 Net income 602,497,000.00 1,066,590,000.00 1,328,839,050.00 1,646,598,817.50 2,031,346,666.13 Retained Earning (40%) 240,998,800.00 426,636,000.00 531,535,620.00 658,639,527.00 812,538,666.45 Free cash 361,498,200.00 639,954,000.00 797,303,430.00 987,959,290.50 1,218,807,999.68 FCF 525,288,200.00 803,744,000.00 961,093,430.00 1,151,749,290.50 1,382,597,999.68 Dividend for Investor 144,599,280.00 255,981,600.00 318,921,372.00 395,183,716.20 487,523,199.87 Dividend for PT LAPI F&B 216,898,920.00 383,972,400.00 478,382,058.00 592,775,574.30 731,284,799.81 Net Cash Flow 438,707,000.00 902,800,000.00 1,165,049,050.00 1,482,808,817.50 1,867,556,666.13
Income Statement
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FINANCIAL PLAN (6)Balance Sheet
0 I II III IV VAssets
Cash 31,000,000.00 31,000,000.00 37,200,000.00 44,640,000.00 53,568,000.00 64,281,600.00 Cash at Bank - 255,429,000.00 607,812,333.33 1,265,369,350.00 1,809,704,422.50 2,481,382,537.88 Account Receivable 510,858,000.00 1,215,624,666.67 2,530,738,700.00 3,619,408,845.00 4,962,765,075.75 Inventories 16,200,000.00 16,200,000.00 19,440,000.00 23,328,000.00 27,993,600.00 33,592,320.00
Total Current Assets 47,200,000.00 813,487,000.00 1,880,077,000.00 3,864,076,050.00 5,510,674,867.50 7,542,021,533.63
Gross Fixed Assets 818,950,000.00 818,950,000.00 982,740,000.00 1,179,288,000.00 1,415,145,600.00 1,698,174,720.00 Acc. Depreciation (163,790,000.00) (327,580,000.00) (491,370,000.00) (655,160,000.00) (818,950,000.00)
Net Fixed Assets 818,950,000.00 655,160,000.00 655,160,000.00
Total Assets 866,150,000.00 1,468,647,000.00 2,535,237,000.00 3,864,076,050.00 5,510,674,867.50 7,542,021,533.63
Liabilities & EquityStock 346,460,000.00 491,059,280.00 747,040,880.00 1,065,962,252.00 1,461,145,968.20 1,948,669,168.07 Equity LAPI ITB 519,690,000.00 736,588,920.00 1,120,561,320.00 1,598,943,378.00 2,191,718,952.30 2,923,003,752.11 Retained Earning 240,998,800.00 667,634,800.00 1,199,170,420.00 1,857,809,947.00 2,670,348,613.45
Total Liabilities & Equity 866,150,000.00 1,468,647,000.00 2,535,237,000.00 3,864,076,050.00 5,510,674,867.50 7,542,021,533.63
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FINANCIAL PLAN (7)
Initial Investment 866,150,000.00 Equity 1,227,648,200.00 NPV 2,176,214,769.32 IRR 82%PBP 1 year 5 monthBEP 208,312 units
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FINANCIAL PLAN (8)
Gross margin 84%ROA 41%ROE 49%Profit Margin 34%ROI 70%
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Ganolingzhi,We give You
a Piece of TI-UMI)
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Many Thanks for Munawar for your materialThis material for example only