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In October 2010, a group of college people from SBM ITB and St. Gallen University, Swiss, come to Cisondari, a village in Ciwidey, northen Bandung, Indonesia. We came to observe the activity in there SEED is a cross-cultural management program in which you will work closely with participants from various countries (previous participants come from Indonesia, Switzerland, Germany, Singapore, Malaysia, Vietnam, Thailand, and Brunei Darussalam) and stay in the middle of rural communities and help them develop their economic potentials.
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FINAL PRESENTATION
[SEED]Team SWINDO
Ihsan Nur HadiLaura Wardoyo
Lucien HuerzelerSamuel Wohlgemuth
Nicolas Pescatore
[SEED]AGENDA
• Kampung Introduction
• Research Report
• Project Identification and evaluation
• Business Plan
• Impact & Relevance
[SEED]
ORGANIZATIONAL
STRUCTURE
RW HeadMr. Ade Dayat
RT 1Mr. Asid
RT 2Mr. Adas
RT 3Mr. Aban
RT 4 Mr. Ayo
SecurityMr. Aban
Public RelationMr. Atun
Kampung G. PangkalanOrganizational Structure
Research Report Project Identification Business Plan Impact and RelevanceIntroduction
Research Report Project Identification Business Plan Impact and RelevanceIntroduction
EducationLevel
Kampung Gambung PangkalanIntroduction
100%
elem
entary 65
%
junior
35%
high
120 Families
Main Occupation
FarmerStock Breeder
more than 300 people
KAMPUNG G. PANGKALAN ECONOMY
• Stock Farming
• Cows
• Goats
• Farming
• Non organic Vegetable
• Organic Vegetable
• Additional Income
• Caramel Candies
• Milk crackers
Introduction Research Report Project Identification Impact and RelevanceIntroduction Business Plan
KAMPUNG G. PANGKALAN ECONOMY
• Stock Farming
• Cows
• Goats
• Farming
• Non organic Vegetable
• Organic Vegetable
• Additional Income
• Caramel Candies
• Milk crackers
Introduction Research Report Project Identification Impact and RelevanceIntroduction Business Plan
25
KAMPUNG G. PANGKALAN ECONOMY
• Stock Farming
• Cows
• Goats
• Farming
• Non organic Vegetable
• Organic Vegetable
• Additional Income
• Caramel Candies
• Milk crackers
Introduction Research Report Project Identification Impact and RelevanceIntroduction Business Plan
30025
KAMPUNG G. PANGKALAN ECONOMY
• Stock Farming
• Cows
• Goats
• Farming
• Non organic Vegetable
• Organic Vegetable
• Additional Income
• Caramel Candies
• Milk crackers
Introduction Research Report Project Identification Impact and RelevanceIntroduction Business Plan
30025
MilkMeat
Natural FertilizerCaramel CandyMilk Crackers
KAMPUNG G. PANGKALAN ECONOMY
• Stock Farming
• Cows
• Goats
• Farming
• Non organic Vegetable
• Organic Vegetable
• Additional Income
• Caramel Candies
• Milk crackers
Introduction Research Report Project Identification Impact and RelevanceIntroduction Business Plan
30025
RESEARCH REPORT
Introduction Research Report Project Identification Impact and RelevanceBusiness Plan
IntroductionIntroduction Research Report Project Identification Impact and Relevance
MEETING HEAD OF CISONDARI VILLAGE
Research Report Business Plan
Introduction Research Report Project Identification Impact and Relevance
SITE VISIT OFKAMPUNG G. PANGKALAN
Research Report Business Plan
Introduction Research Report Project Identification Impact and Relevance
INTERVIEW WITHKEY PERSONS
MRS. TINI
MRS. TINI
MR. ADE DAYAT
Research Report Business Plan
Introduction Research Report Project Identification Impact and Relevance
INTERVIEW WITHOTHER VILLAGERS
Research Report Business Plan
Introduction Research Report Project Identification Impact and Relevance
EXPLORELOCALECONOMY
Research Report Business Plan
Introduction Research Report Project Identification Impact and Relevance
FURTHER RESEARCH
Research Report Business Plan
PROJECT IDENTIFICATIONIntroduction Research Report Project Identification Impact and Relevance
ORGANIC FOOD
NATURAL FERTILIZER
CARAMEL CANDY
Business Plan
ORGANIZATIONAL STRUCTURE IN ORGANIC FOOD
ChiefMr. Waryudin
SecretaryMr. Amin
TreasurerMr. Tohir
Planting TeamMr. Rohman
Cropping Team
Mr. Sandi
Packing teamMr. Winarsih
Marketing Team
Mr. Jajang
Person In ChargeMr. Agus Margono
Introduction Research Report Project Identification Impact and RelevanceProject Identification Business Plan
PROJECT EVALUATIONORGANIC VEGETABLE
Problem1. Not enough organic plantation2. No market access
Introduction Research Report Project Identification Impact and Relevance
Potential1. Organic Food prices are higher and more stable2. Increasing demand of organic food
Conclusion1. Conflictive views on farming (organic vs. non-organic)2. Absence of responsible person of organic plantation
Project Identification Business Plan
ORGANIZATIONAL STRUCTURE OF COW FARMING
ChiefMr. Ade Dayat
SecretaryMr. Wardan
TreasurerMr. Kurniawan
Food TeamMr. Radi
Marketing TeamMr. Setiawan
Person In Charge per group
Mr. Waryudin
Introduction Research Report Project Identification Impact and RelevanceProject Identification Business Plan
PROJECT EVALUATIONNATURAL FERTILIZER
Problem• Very low selling price for simple processed fertilizer unprofitable(100 IDR/kg)
Introduction Research Report Project Identification Impact and Relevance
Potential• Achievement of higher selling price through further processing machine
Conclusion• Project too extensive for SEED no realistic elaboration in given time
Project Identification Business Plan
ORGANIZATIONAL STRUCTURE IN CARAMEL CANDY
ChiefMrs. Tati Rohati
SecretaryMrs. Tini
TreasurerMrs. Jujun Wartini
Processing TeamMrs. Rena
Marketing TeamMr. Wawan
Introduction Research Report Project Identification Impact and RelevanceProject Identification Business Plan
PROJECT EVALUATIONCARAMEL CANDY PRODUCTION
Problem1. Inefficient production process2. Demand higher than production3. Desire for new packaging
Introduction Research Report Project Identification Impact and Relevance
Potential1. Improvement of the production process with simple tools2. Opportunity to increase output3. Attractive packaging allows higher prices and differentiation
ConclusionHigh feasibility and motivation of the villagers
Project Identification Business Plan
SELECTED PROJECT
CARAMEL CANDY
Introduction Research Report Project Identification Impact and RelevanceProject Identification Business Plan
“ “
“ “
BUSINESS IDEA
organic handmade caramel candies from Kampung Gambung Pangkalan up in the mountains of Cisondari village with milk
from own production
VISIONmove from home industry to a business licensed
caramel candy factory
Introduction Research Report Project Identification Impact and RelevanceBusiness Plan
BUSINESS IDEARelevant markets–Market for candies • Cisondari and
surrounding areas• Bandung• Jakarta
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and Relevance
Target group– Sweet Toothies–Organic Conscious Consumers–Consumers looking for the special
something
Customer value– Satisfy the nibbling desire –Natural ingredients–Nice gift for special occasions Value Set
–Handmade and organic product using fresh ingredients (fresh milk)
Business Plan
VALUE CHAIN
Purchasing Production Marketing Distribution
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Purchasing Production Marketing Distribution
“Make”milk
Buysugarjelly
packaging material
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Purchasing Production Marketing Distribution
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Milking Boiling Cutting Wrapping
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
COW FARM
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
MILKINGPROCESS
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Milking Boiling Cutting Wrapping
Purchasing Production Marketing Distribution
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
BOILING
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
BOILING
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Milking Boiling Cutting Wrapping
Purchasing Production Marketing Distribution
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
CUTTING
Purchasing Production Marketing Distribution
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Milking Boiling Cutting Wrapping
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
WRAPPING
Purchasing Production Marketing Distribution
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Milking Boiling Cutting Wrapping
Purchasing Production Marketing Distribution
• Product– Quality remains the same – handmade, organic ingredients, fresh milk– Product lines: Suka and Terima Kasih– Packaging: New wrapping to improve appearance, differentiation from competitors
and enhance efficiency
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Purchasing Production Marketing Distribution
Price– Current: Penetration strategy – 10’000IDR / 250g– Suggestion
• Suka: maintain penetration strategy with possibility to raise the price• TerimaKasih: Higher price to highlight the exclusiveness
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Marketing
Purchasing Production Distribution
Promotion–Current: Passive strategy – waiting for customers and production on
demand– Suggestion: Active promotion of the product through presented
product sheets Place• Current markets• Find new buyers
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Marketing
IMPLEMENTATION PLAN
4th November 5th November 6th November 7th November 8th November
Efficiency improvement (prototype)
Efficiency improvement(prototype)
Efficiency improvement(prototype)
Efficiency improvement(prototype)
Efficiency improvement
Packaging (differentiation)
Packaging (differentiation)
Packaging (efficiency)
Packaging (efficiency)
- Focus on efficiency in production- Focus on higher selling prices (differentiation through packaging)
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
CUTTINGWITH
NEW TOOL
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
THE TOOL
4th November 5th November 6th November 7th November 8th November
Efficiency improvement (prototype)
Efficiency improvement(prototype)
Efficiency improvement(prototype)
Efficiency improvement(prototype)
Efficiency improvement(prototype)
Packaging (differentiation)
Packaging (differentiation)
Packaging (efficiency)
Packaging (efficiency)
- Focus on efficiency in production- Focus on higher selling prices (differentiation through packaging)
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and Relevance
IMPLEMENTATION PLAN
Business Plan
November December January February March
Business-License
Business-License Business-License
Improvement of the tools
Improvement of the tools
Improvement of the tools
Find new buyers
Find new buyers (Jakarta, Bandung)
Develop new products
Find new buyers
(Indonesia)
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and Relevance
IMPLEMENTATION PLAN
Business Plan
RISKSBusiness-License:
- Do not fulfill the license criteria- Corruption (bribe money)
Improvement of the tools:
- Money
Find new buyers:
- Villagers do not implement suggestions- Competitors (higher intensity)
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
CURRENT PROFIT AND LOSS STATEMENTPER PRODUCTION DAY
Costs (IDR) Sales (IDR)
Labor 120,000 Caramel Candies 240,000
Ingredients 58,500
Packaging 40,920
Material 99,420
Gross Profit 20,580
Total 240,000 Total 240,000
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
CURRENT PRODUCTIONPER CANDY
Cutting Process 12 secondsWrapping Process 60 seconds Total 72 seconds
Total process time 24 hours for 1200 candies
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
Milking Boiling Cutting Wrapping
PRODUCTION WITH THE CUTTING TOOLPER CANDY
Cutting Process 6 secondsWrapping Process 60 seconds Produced candies 66 seconds
Total process time 22 hours for 1200 candies
➡ Reduction of the production process by 2 hours per day- same amount of labor force / time- just one cutting tool (prototype)
Milking Boiling Cutting Wrapping
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
PROFIT AND LOSS STATEMENTPER PRODUCTION DAY WITH THE CUTTING TOOL
Costs (IDR) Sales (IDR)
Labor 120,000Caramel Candies 458,500
Ingredients 63,863
Packaging 37,794
Material 101,656
Gross Profit 236,844
Total 458,500 Total 458,500
Introduction Research Report Project Identification Caramel Candy Business Plan Impact and RelevanceBusiness Plan
PRODUCTION WITH THE CUTTING TOOL
Improvement :
Cutting Process Efficiency + 50 % Production Efficiency (including wrapping) + ~ 8 %
Introduction Research Report Project Identification Impact and RelevanceBusiness Plan
IMPACT & RELEVANCE
Empathize with the villagers
• See things from their perspective
• Identification of key persons
Villagers think in a different way, are aware of the problems but behave passively
Skeptical in the beginning
Get to know each other
Approach Evaluation Trust
Changing Mindset & Empower
Mutual Transformation
Introduction Research Report Project Identification Impact and RelevanceBusiness Plan
IMPACT & RELEVANCE
Requirement of our approach• Practical, creative• Implementation
possible with available resources Openness in
discussions but no trust notice
Get to know each other
Approach Evaluation Trust
Changing Mindset & Empower
Mutual Transformation
Introduction Research Report Project Identification Impact and RelevanceImpact and RelevanceBusiness Plan
IMPACT & RELEVANCE
• Inspire each other with trust• Empower the villagersFundament for an
effective teamwork is built
Get to know each other
Requirement of our approach Trust
Changing Mindset & Empower
Mutual Transformation
Introduction Research Report Project Identification Impact and RelevanceImpact and RelevanceBusiness Plan
IMPACT & RELEVANCE
• Visible Result (not only theory) start changing their mindset• Shared success creates joy & happiness
" Inspiration & Emotions• Concrete ideas of villagers to develop their business
Get to know each other
Requirement of our approach Trust
Changing Mindset & Empower
Mutual Transformation
Introduction Research Report Project Identification Impact and RelevanceImpact and RelevanceBusiness Plan
IMPACT & RELEVANCE
Dynamic learning process
Get to know each other
Requirement of our approach Trust
Changing Mindset & Empower
Mutual Transformation
Introduction Research Report Project Identification Impact and RelevanceImpact and RelevanceBusiness Plan
TERIMA KASIH
HATUR NUHUN
THANK YOU
DANKE
MERCI
HVALA