Jalan K.

H Syahdan Gang Keluarga Rt: 006 Rw: 012 No: 54

Kemanggisan, Palmerah, Jakarta Barat. 11480
Contact Person: Ronaldo Gultom - 081291417371
Email : ronaldogultom10@yahoo.com
BINUS Entrepreneurship 2016

1. Executive Summary
At this time, a lot of people create an event or activity with simplicity and efficiency, in
terms of food preparation and dishes that they serve. Usually they prefer to order food rather
than making it on their own for obvious reasons which are saving energy and time, even
though it is more expensive. From this thought, we had the idea to make our business nasi
lidah which we named "PT. ASEAN CUISINE, that we promote through social media such
Instagram, Facebook and BBM.
Asean Cuisine engagement in nasi lidah is not a pioneer in the business, but it is a
followup business who follows other similar businesses that already sell such products.
Therefore we make an innovation in our business, this is where we put our efforts among
competitors but with a similar business approach to the concept of consumers via social
media.
Competitors in our business is a business from a famous actor Raffi Ahmad, who also
sells nasi lidah products. However I noticed that the huge difference of our business with
Raffi Ahmads business is also an excellence of our business, which is where nasi lidah that
we have, has more varieties flavor within the meat, such as Barbecue and Teriyaki flavor
with a level of spiciness that the customers desire. Other than flavors and spiciness level, we
also have a price advantage with our competitors, namely where the price that we make in
each portion are around Rp 25,000, -. The initial capital in this business is estimated to be in
the range of 1 to 4 million, and the estimated return on capital in this business within a period
of six months, by a margin of 50% to 75%.
2. Business Overview
a. The Team
-

Management Profile

To this point, in our organizational structure still consist of 4 personnel including the
writers that involved in the management of this plan. In the future, there will be more labor
forces that will be employ. The 4 employees are;
1. Ronaldo Gultom
2. Muhammad Ifal
3. Dimas Setyanto
4. Arkenda Bayu

Organization Structure

Ronaldo
Gultom

Muhammad Ifal
Anggota

Dimas
Setyanto
Anggota

Arkenda
Bayu Anggota

The organizational structure identifies the roles and responsibilities of personnel

employed by the company, to which it also reflects the professionalism of this company. The
explanation in the structure above are;
1) Ronaldo Gultom is the owner and at the same time works in the marketing section
whose task is to promote our business, both in the form of social media as well as
direct promotions to customers, namely by spreading pamphlets, brochures, etcetera.
And also monitoring all of the sectors and the workers within the business.
2) Muhammad Ifal is the chef, where his job is to make the food, and he is also
responsible of creating new recipes that will then added in the menu.
3) Dimas Setyanto is at the equipment committee, he is responsible of preparing all of
the equipment needed in the kitchen or at the marketing.
4) Arkenda Bayu is the waiter, where his job is pretty essential. Where his job is to
welcome guests with politeness, friendly attitude and provide excellent service to our
customers.
Even though there has been division of their respective tasks. Our system is cooperation,
and that is helping with one another, so as to promote and serve food as quickly as possible
so that we can achieve customers satisfaction with our food and service of our nasi lidah.
b. Business Background
Asean Cuisine is a business engaged in the field of Asean Food that focused on nasi
lidah. In our business, we create an innovation in this business where we put our business
among competitors with different approach to the consumers, that is with social media. Also,
we provide a lot of flavors such as barbeque, teriyaki and spiciness level as desired.
c. Product Description
Asean Cuisine comes with a goal to satisfy its consumers. The general picture of this
business concept is like ordinary nasi lidah, however different with the addition of variant
level in the spices within the rice, and with the concept of lesehan that is quite famous in
Asean Cuisine, and plus the facility to listen to music. Our target market is youngsters that
lives around West Jakarta, especially around Campuses throughout West Jakarta including

Binus, this is because youngsters have their interest in new innovations for which we will be
making changes to the menu monthly accordance with the demand of the consumers later on.
And we believe this business will run smoothly and filled with many consumers because of
the location that located close to campus.
To set price, we have done some research and comparison with the market price so
that the prices that we have will not be too expensive and unacceptable for consumers.
Product Price Table
Menu
Nasi Lidah level.1
Nasi Lidah level.2
Nasi Lidah level.3
Nasi Lidah spesial ( Barbeque + Teriyaki)

Price
Rp 25.000,00
Rp 27.000,00
Rp 29.000,00
Rp 30.000,00

3. The Business Model

a. Vision & Mission Statement
Our vision is to be the largest meal services provider in Indonesia with international
standards that satisfies everyone.
Our mission is to develop and innovate the taste, expand our market to the
international market and build a world-class management systems with dedicated human
resources and professionals.
b. How our Business Model works
We chose this business because we see an opportunity that has not been used to its
maximum capacity in which the needs of the people who want to simplify their job with
ordering food that taste good, and what this business needs is a social connectivity, especially
in social media because this business model will work only if it is promoted in a broad social
environment.
c. Value Propositions
Values that are beneficial to the customer is where the customer are provided with
very good service from us and with guaranteed quality in taste at an affordable price, and we
very much accept delivery to further simplify the customers. Customers may also go straight
to our restaurant for a meal to taste exclusive yet affordable food accompanied with music.
d. Target Markets
Customer segments that we targeted are young people, but it is also possible if
families eat in our restaurant, so we can clarify the potential consumers who will buy Asean
Cuisines nasi lidah through the following table.
Table 1 Potential Consumers

Consumers
Youngsters

Target
60%

Age 17-35
Family or Community

40%

With an estimated growth of product, it can be estimated the amount of demand for
Asean Cuisines nasi lidah product during the next three years are as follows;
Table 2 Demand Analysis
Years
Consumer Potential

Normal Price
Per Serving

Estimated Upcoming Demand

1st Year

1000

25.000

25.000.000

2nd Year

1500

25.000

37.500.000

3rd Year

2000

25.000

50.000.000

e. Marketing Plan
I.

Short, Medium and Long Term & Marketing Plan

Short and medium term plans we include:
Making Asean Cuisine known by the people of Indonesia for its quality of service and
quality that is delicious with an affordable price, and to continue to promote our
products to social media.
Our long-term plans include:
Making Asean Cuisine the largest meal services provider in Indonesia with an
international level and with a world-class management system by expanding our
markets around the corners not only Indonesia but also in each and every Asean
country.

II.

Component to Support Marketing Plan

Promotion
Promotional activities that we do are, spreading the word through social media due to
the era of technology, would be very effective and not to mention, working closely
with partners in order to achieve a satisfactory result.

Advertisement
The type of advertising that we will use will surely relate to the products that we sell
that is nasi lidah to continue to raise the purchasing power of the Asean Cuisines
products.

III.

Short, Medium and Long Term Sales Plan

Due to the early stage of this business only have limited manpower so to this day, we
only promote it through social media and verbally as well with spreading brochures.
But in the future, we will provide a special sales team, to focus on promoting our
products.

IV.

Tools for Marketing and Sales

The tools we need are: Gadget, Bookkeeping, stamped letter agreement, pamphlets,
brochures and related equipment kitchen equipment.

V.

Key Resources and Key Activities

For this business to run smoothly, we need loyalty and professionalism in working,
perseverance and extensive relationships to ensure this business would really run well.

4. Finansial Analysis
The picture of the company's financial condition Asean Cuisine will illustrate
how many customers that we will have and profits that we will get. Below is an
overview of our company's financial condition.
i.

Breakeven Analysis Price is the most important variable, so we set the prices in
accordance with our target which is young people that have a low financial status,
but while maintaining the quality of the food. We will take into account the costs
to determine the price of our products.
Variable cost
Nama of Goods
Nasi Jepang
Shallot
Garlic
Meat
Pepper
Salt
Powdered broth
Flavoring
Chili

Amount
ltr
10 clove
5 clove
100 gr
1 tsp
1 tbs
1 pack
tsp
40 g

Price
Rp. 4.500,Rp. 3.000,Rp. 1.000,Rp. 5.000,Rp. 500,Rp. 500,Rp. 500,Rp. 500,Rp. 1.500,-

Amount Cost
Product Price
Profit
ii.
iii.

iv.

Rp. 17.000,Rp. 25.000,Rp. 8.000,-

Sales Scenario activities will we do to get more profits is to go in big events in

order to get large amount of order.
Operating Cost expenditure that we put out is a variable cost that is above plus
the fixed cost.
Name of Goods
Amount of Goods
Price
Gas Stove
1
Rp. 150.000,Gas Cylinder
1
Rp. 18.000,Funding Requirements we saw that our business will grow very rapidly,
therefore we felt that we needed a quite large fund.

Nama Kebutuhan
Price
Rental fee
Rp 2.000.000
Equipment and Kitchen fee
Rp 2.500.000
Promotional fee
Rp 1.000.000
Transport Cost
Rp 1.000.000
Unexpected Cost
Rp 1.000.000
Amount
Rp 7.500.000
The amount we need for the operation of Asean Cuisines nasi lidah. And we will
allocate these funds to the costs that we have set.
5. External Environment
a. Economic Situation
Based on the data we have obtained from an online news beritasatu.com, the Ministry of
Industry said that the food and beverages industries predicted a good development, even
continuing to rise each year. The food industry would still remain a mainstay of the industrial
sector.
The integration process of ASEAN Economy Community (AEC) in 2015, in which the
food sector is one sector which the implementation will be accelerated. For the current and
future governments will improve product quality argo industries to conduct training of
production as well as increasing the amount of production.
From these data, we see a chance to grow and develop our business, with the growth of
Indonesia's purchasing power in the food section. Not only that, with the AEC in 2015, it is
even easier for our company to continue to develop the vision of our company to have a
market in the Asean region. For that we will continue to improve the quality of our food so is
it will be known in Indonesian society and begin to open markets in Asean.
b. Market Analysis dan Key Trends
We see the development of the life style of young people today that young people today
prefer to gather and hang out in a cool dinning table, cool yet affordable. Therefore we
open Asean Cuisine to meet the needs of young people, where we make a great place to

hangout for young, elegant, with affordable prices and accompanied by music to appeal to
young children. Besides life style, we also see a growing numbers of organization as well as
families who eat together at a place, continues to increase. Therefore we create innovations
which in addition for making young people, families and organizations stay comfortable.
By looking at the current market trend of the business Asean Cuisine has an enormous
impact for the needs of the society and are constantly evolving and societies requires a
comfortable place to eat cheap foods.
Competitor Analysis
We see that we have a lot of competitors and already has a name in the community
because we are not the first restaurant that serve nasi lidah in Indonesia. The Competitor that
we saw with full potential is Raffi Ahmads nasi lidah, who already has a big name due to his
status.

c. Competitive Advantage
The advantage we offer is also our product excellence that we have, where we
always see an expanding market needs that grows with new innovations and with
quality which of course is very good. But we will describe the benefits to consumers,
namely:
1. Where the price is very affordable for young people and also others that has
minimal budget.
2. The availability of multiple flavors and spiciness levels on Asean Cuisines
nasi lidah.
3. Easy to order, with social media without having to leave the house, but
accompanied by music if dine in our restaurant.

6. Implementation ROADMAP
a. Project
Project that we do is to continue to promote our business in social media as well
as with a brochure that our business is quickly recognized by the people of
Indonesia. But we will also continue to develop the quality of the nasi lidah, so that
the customer can constantly satisfied with the taste.

b. Milestones
The vision that we want to achieve is to continue to introduce Asean Cuisines nasi
lidah to the Indonesian people and also by the Asean people, with a target that not only
being recognized for its name but also its quality of the food. We targeted that in 2020
we have opened branches in every country in Asean.
c. Roadmap
i.
The current state - at the point where we start to promote so that we are known to the
ii.

public and aiming get customers through social media promotions and brochures.
Objectives to achieve
As our vision, our goal is to be a provider of food and has branches on every ASEAN

iii.

countries with excellent food quality.

Description implementation of the objectives
We made short-term planning and long-term plans. Our short-term is to promote it
through social media and spreading words as well as with brochures. Then our long-

iv.

term planning is to start by opening a branch in every country in Asean.

Objectives of each stage
Our goal in each stage that we do are where our products are well known and well

v.

liked because of its good taste with good quality and at an affordable price.
Indicators of achievement
The indicators we use for our achievement is that we can open a branch in each of the
ASEAN countries as well as with many consumers interested in our products.

7. Risk Analysis
a. Limiting factors and obstacles
The challenge we face is the lack of capital to fund this business because we
believe this business will later evolve rapidly and requires funds / large capital to
develop this business.
b. Critical success factors
Factors that will make this business succeed and grow is where we are more
concerned with the innovation required by the market so that our efforts can be
accepted by the people.
c. Specific risks and countermeasure
The risk that we may have is where a growing number of competitors with large
capital and thus potentially pushing out our business. However, to overcome the

problem, we have our advantage, which we constantly innovate in accordance with

the trends and needs of our market. So we will always be accepted by society
because we have met their needs.
8. Closure
By looking at all the data we get where the business that we have had a very large
advantage compared to our competitors. We conclude that we are confident that in the
future our efforts will continue growing by opening each branch across the ASEAN
countries, because every innovation that we do, meet the needs of society as well as the
growing trend so that we can continue to welcome the people of Indonesia and the rest
of ASEAN people with good quality.
With these data we believe that we will become the provider of the best food in
Indonesia and ASEAN.

Reference

Hardum, Suara Pembaruan, 2013 Daya Beli Konsumen Meningkat Industri Makanan Akan
Meningkat, accessed on November 3rd 2016, <http://www.beritasatu.com/kuliner/103460daya-beli-konsumen-meningkat-industri-makanan-akan-meningkat.html>