Perencanaan Strategi Perusahaan DiCo

Financial Strategy Approach

Kelompok Tugas Mata Kuliah
Management & Organization:
1. Acep Arna Hikmat
2. Ade Irvan Fadli
3. Irfan Sukma
4. Hari Mulyadi
5. Nadila Destria

MM Weekend-1
Lean Startup Process Diagram
Untuk memastikan keberhasilan eksplorasi bisnis baru, dan DiCo menerapkan metodologi Lean Start Up seperti
dibawah ini. Dico memiliki layanan digital onli
The Lean Startup method teaches you how to drive a startup-how to steer, when to turn, and when to
persevere-and grow a business with maximum acceleration.
Eric Ries http://theleanstartup.com/principles
Eric Ries
*Source: The Lean
StartUp Methodology ~
theleanstartup.com
8 Langkah Pengembangan Perencanaan Perusahaan
Yang akan Digunakan dalam Penyelesaian Kasus ini
Step one : Defining the problem (SITUATION )

Step two : Identifying the OBJECTIVES

Step three : Identifying the AUDIENCE

Step four : developing STRATEGY

Step five : the action plan ( TACTICS )

Step six : the calender/schedulle (TIMING)

Step seven : Budget (COSTS)

Step eight : EVALUATION the success
Eksplorasi terbaru DiCo Portal telah berhasil menduduki peringkat
4 online media in Indonesia (bekerja sama dengan Microsoft) after
Yahoo, Kompas, Detik
- 2,000 4,000 6,000 8,000 10,000 12,000 14,000
Ask
Viva
4Shared
Toko Bagus
Kaskus
Kapanlagi
Twi er
Microso
De k
Wikimedia
Kompas Gramedia
Wordpress
Yahoo
Facebook
Google
- 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000
Telkom.net
Telkomvision.com
Telkomflexi.com
Yellowpages.co.id
Telkom.co.id
Telkomsel.com
Microso
Unique Visitors
Source: Comscore, September 2013
DiCo Portal is the Largest Online Property owned by Group
Source: Comscore, September 2013
Notes:
1. Based on the common measurement used
by global agencies and brands, we use
Comscore as the key measurement
(comparable to Nielsen on TV media)
2. Currently Comscore account is owned by
Microsoft, therefore we use Microsoft as
the online property name
3. Groups online properties has been
measured by Comscore, but it has not
been carefully managed,
4. Integration of Microsoft and online
properties will make us the largest online
property in Indonesia in terms of
REACH (Unique Visitors)
Unique Visitors
1
2
3
4
3.5 mio UV
51 mio PV
ranked
th
Step one : Defining the problem (SITUATION )
Secara Financial, Revenue share DiCo harus ditingkatkan untuk memenuhi
kebutuhan operasional.

Bisnis ke depan Dico lebih menjanjikan tapi membutuhkan waktu yang
tidak sedikit

Untuk Services dan VAS, diperlukan evaluasi atas keberadaan business,
karena secara financial belum memberikan kontribusi signifikan kepada
DiCo. Juga perlu diidentifikasi single denomintator dan key driver dari
aspek non financial sebagai target utama, agar tidak terjadi redundancy
portfolio.
Financial Facts
2013
Revenue (Nett) 12.723
Portal 9.679
Services + VAS 3.044
Operating Expenses 17.307
Portal 14.329
Services + VAS 2.978
Operating Inc(Loss) (4.584)
Portal (4.650)
Services + VAS 66
Other Inc (Expenses)
(4.108)
Income Before Tax (8.692)
EBITDA
(6.805)
Profit / Lost
Description 2013

Cash Flow from Operation (6.805)


Cash Flow From Investing (500)

Cash Flow From Financing 10.000
Equity Call -
Receiving (Payment) ofSHL 10.000
Dividend Payment -
Bank Loan -


Net Cash Flow 2.695
Cash - Beginning 3.167
Cash - Ending 5.862
Cash Flow
EBITDA = (6.805)
0
50
100
150
200
250
-50
-40
-30
-20
-10
0
10
20
30
40
2011 2012 2013
Revenue
EBITDA
People
The Facts
1. DiCo sebagai anak usaha Group yang mengemban amanat untuk melakukan eksplorasi bisnis, telah menghasilkan
beberapa unit bisnis dengan valuasi bisnis yang semakin meningkat
2. Hasil alignment dengan metodologi Lean Startup menunjukkan bahwa eksplorasi terbaru DiCo di bidang online
media menunjukkan performansi bisnis yang positif ditunjukkan dengan posisinya di peringkat 4 industri,
meskipun dengan dukungan finansial yang belum optimal
3. Secara perusahaan, dalam 3 tahun terakhir ini DiCo menunjukkan peningkatan gejala yang membaik, dilihat dari
peningkatan Revenue maupun EBITDA dan optimalisasi HR.

DiCo Growth Plan
200
43
75
21
11
29
-45
-32
-10
Step two : Identifying the OBJECTIVES
Paska spin-off DiCo e-Commers, restrukturisasi pemodalan DiCo belum
ditata kembali dan berakibat pada beban berat perusahaan dalam
menanggung hutang, depresiasi, maupun kebutuhan operasional
perusahaan (EBITDA MINUS)

Pendapatan usaha DiCo dengan eksplorasi baru di bidang online media
belum dapat mencukupi kebutuhan operasional perusahaan

Sebagai bisnis embrionik, maka penyelesaian pemodalan DiCo perlu
diselesaikan melalui pendaaan (Financing, SHL, Equity Call) yang
selanjutnya akan digunakan untuk:
Lean Startup projects,
Pemenuhan kebutuhan Capex/Opex, dan
Penyelesaian pinjaman perusahaan.
Step three : Identifying the AUDIENCE
Initial assessment terhadap DiCo Portal menunjukkan bahwa secara produk (EYEBALLS) maupun
harga (PRICE), DiCo Portal sudah cukup bagus. Tantangan terletak pada proses SELLING.
SELLING
TODAY
FUTURE
EYEBALLS AT COMPETITIVE PRICE
LOW OK NOW COMPETITIVE
Focus on
Selling
More
Eyeballs
Max 35% discount vs
50% discount
DiCo Portal Business Growth Opportunities BUSINESS GROWTHPRIORITIES
METRICS INITIATIVE IMPACT

PRIORITIES


PV
Paid trafc generation Wasted investment, no direct impact
on revenue potential
Organically growPVOrganic
trafc generation
Non-immediate impact, but
Sustainable, long-termgrowth.


$ / Monetization
Improve perception as ad
destination
Direct & immediate impact on $
Growteam& invest more in
ad sales
Impact on $, but early research reveals
perception as aproblem
Ops Improve sales effectiveness
per sales person
More efcient revenue machine
2014
2013
Step four: developing STRATEGY
DiCos Business Model Lean Canvas
1. Improve brand perception DiCo Portal
1. Hold trade marketing events
2. Stronger existence in advertising industries
3. Brand activation and engagement to broader users

2. Build a strong sales force
1. Hire senior sales lead
2. Increase sales teams competence & knowledge
3. Develop business networking with high level agencies and brands

3. Increase UV by integrating Group and Microsoft Online Properties
1. Assign DiCo Portal as a single online traffic aggregator across all Groups online properties
2. Integrate traffic from captive portals of Groups network and distribution
3. Develop single sign-on across Group online services


Step five : the action plan ( TACTICS )
Program Utama DiCo 2014
Step six : the calender/schedulle (TIMING)
ACTIVITIES
2014 2015
Improve brand perception DiCo Portal
Hold trade marketing events X X X X
Stronger existence in advertising industries X X
Brand activation and engagement to broader users X X X
Build a strong sales force
Hire senior sales lead X
Increase sales teams competence & knowledge X X
Develop business networking with high level agencies and
brands X
Increase UV by integrating Group and Microsoft Online
Properties
Assign DiCo Portal as a single online traffic aggregator
across all Groups online properties X
Integrate traffic from captive portals of Groups network
and distribution X
Develop single sign-on across Group online services X
Step seven : Budget (COSTS)
Rencana Kebutuhan Pendanaan
No Deskripsi Jumlah (Milyar)
1
2
3


DiCo Portal lean startup projects
Pemenuhan kebutuhan Capex dan Opex
Penyelesaian pinjaman DiCo
- Pembayaran pokok pinjaman sd Des: 30,0
- Pembayaran bunga pinjaman sd Dss: 3,0
10,5
16,5
33,0
Total kebutuhan Equity Call 60.0
15
Financial Projection 2014 - 2017
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2013 2014 2015 2016 2017 2018
Revenue (Nett) 12.723 15.308 24.770 40.424 66.511 110.406
Portal 9.679 10.388 16.938 27.849 46.168 77.164
Services + VAS 3.044 4.920 7.832 12.575 20.342 33.242
Operating Expenses 17.307 23.867 17.169 20.734 24.398 26.934
Portal 14.329 19.936 12.055 14.367 16.697 18.548
Services + VAS 2.978 3.931 5.114 6.367 7.701 8.386
Operating Inc(Loss) (4.584) ( 8.559) 7.600 19.690 42.112 83.472
Portal (4.650) (9,549) 4.883 13.482 29.471 58.616
Services + VAS 66 990 2.717 6.208 12.641 24.856
Other Inc (Expenses)
(4.108) (660) (720) (864) (950) (1.093)
Income Before Tax (8.692) (9.219) 6.880 18.826 41.162 82.379
EBITDA
(6.805) (7.312) 10.757 24.796 49.148 91.045
16
Financial Projection 2014 - 2017
Cash FLow
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Kesimpulan
Diperlukan penguatan struktur permodalan di DiCo, sebesar Rp 60M yang bertujuan untuk:
mencukupi kebutuhan operasional,
Memperluat marketing & sales force and activity
pengembalian SHL agar DiCo tidak dibebani Beban Bunga.
Jika dilakukan Debt to Equity Swap atas SHL+ bunga, maka cash netto yang dibutuhkan oleh DiCo
adalah Rp 26,5M.
Description 2013 2014 2015 2016 2017 2018

Cash Flow from Operation (6.805) (9.716) 2.929 11.752 27.201 71.248


Cash Flow From Investing (500) (14.550) (7.955) (8.376) (9.063) (10.270)

Cash Flow From Financing 10.000 27.000 10.000 5.000 (10.000) (50.000)
Equity Call - 60.000 - - - -
Receiving (Payement) ofSHL 10.000 (33.000) - - - -
Dividend Payment - - - - (10.000) (50.000)
Bank Loan - - 10.000 5.000 - -


Net Cash Flow 2.695 2.734 4.974 8.377 8.137 10.979
Cash - Beginning 3.167 5.862 8.596 13.570 21.947 30.084
Cash - Ending 5.862 8.596 13.570 21.947 30.084 41.063
Asumsi:
1. Time to collect periode: 6 bulan
2. Tahun 2015 DiCo sudah Bankable sehingga sudah bisa memperoleh Bank Loan
Revenue Plan 2014 & Lean Start Up Project Cost
Schedule Q1 Q2 Q3 Q4 Total
Themes
Semester 1: Grow Team +
Invest more in Ad Sales Team
Semester 2: Improve sales
effectiveness per Sales Person
Target Sales (000)
IDR

2,000,000
IDR 7,000,000 IDR 12,000,000 IDR 14,000,000
IDR
35,000,00
0
Target Ad Sales per People / quarter IDR 1,000,000 IDR 2,333,333 IDR 3,000,000 IDR 3,500,000 IDR 2,187,500
No of Sales Person / quarter 2 3 4 4 4
Estimated Cost Additional Senior Sales People /
quarter (000,000)
IDR 180 IDR 270 IDR 360 IDR 360 IDR 1,170
Estimate Cost of Events / quarter (000,000) IDR 300 IDR 450 IDR 600 IDR 600 IDR 1,950
Other Experiment Tools / Support (000,000) IDR 200 IDR 300 IDR 300 IDR 400 IDR 1,200
Lean Start Up Team 10 15 15 20
Cost for Lean Start Up Team (000,000) IDR 450 IDR 675 IDR 675 IDR 900 IDR 2,700
Coaching / Training / Consulting to build Lean
Startup Capabilities (000,000)
IDR 1,000 IDR 1,000 IDR 750 IDR 750 IDR 3,500
Quarterly Cost (000,000) IDR 2,130 IDR 2,695 IDR 2,685 IDR 3,010 IDR 10,520
Step eight : EVALUATION the success
Thanks