desiccated coconut
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PONOROGO DESICCATED COCONUT
A Project feasibility study
Presented to
The faculty of school of business
SAINT AR!"S UNI#ERSIT!
$ayo%bon& ' nue(a (i)caya' T*E P*I+IPINES
In ,artial fulfill%ent
Of the re-uire%ent for the de&ree
$achelor of science in entre,reneurial %ana&e%ent
$y .
RATNA D/I PA/ESTI 01232456
Se,te%ber 7243
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TA$+E O8 CONTENTS
Table Of Contents..................................................................................................i
List Of Tables.......................................................................................................iv
List Of Figures.......................................................................................................v
Approval Sheet......................................................................................................vi
Preface...................................................................................................................vii
Introduction.........................................................................................................viii
Acknowledgeent................................................................................................. i!
Cha,ter 49 The E:ecuti(e Su%%ary9999999999999999999999999999999999999999999999999999999999999999994
".". #ision.................................................................................................."
".$. %ission..............................................................................................."
".&. 'oals..................................................................................................."
".(. Ob)ectives..........................................................................................."
".*. +ighlights...........................................................................................$
".*.". Pro)ect ,ackground.............................................................$
".*.$. %anageent And Personnel Feasibilit- Suar-.............$
".*.&. %arketing Feasibilit- Suar-..........................................&
".*.(. Production Feasibilit- Suar-.........................................&
".*.*. Financial Feasibilit- Suar-............................................&
".*.. Socio /conoic Feasibilit- Suar-................................(
".*.0. Pro)ect Ipleentation And Tietable...............................(
".*.1. Conclusions To Feasibilit-..................................................(
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Cha,ter 7 Project $ac;&round9999999999999999999999999999999999999999999999999999999999999999999999999993
$.". Pro)ect Proponent...............................................................................*
$.$. Proposed 2ae Of The ,usiness.....................................................
$.&. Location Of The ,usiness..................................................................
$.(. T-pe Of The ,usiness Organi3ation...................................................
Cha,ter < ana&e%ent And Personnel 8easibility999999999999999999999999999999999999999999=
&.". Personnel 4Adinistrative5.................................................................0
&.$. 6ork Schedule Of Staff And /plo-ee.............................................1
&.&. Proposed Salar- And Allowances Of /plo-ee................................1
&.(. %anageent Proposal........................................................................7
Cha,ter > ar;etin& 8easibility99999999999999999999999999999999999999999999999999999999999999999999999942
(.". 'eneral %arket 8escription..............................................................."9
(.".". Target %arket......................................................................."9
(.".$. 8eographic......................................................................."9
(.".&. Ps-chological And Socio Culture........................................"9
(.".(. Learning Involveent.........................................................""
(.".*. 'eographical Location........................................................""
(.$. 8eand Figure 8ata.........................................................................."&
(.$.". Population And Actual 8eand.........................................."&
(.$.$. Pro)ected 8eand..............................................................."&
(.&. 8eand Suppl- Anal-sis And %arket Potential................................"(
(.(. %arket Shares....................................................................................."*
(.*. Pro)ected Sales...................................................................................."*
(.. S6OT Anal-sis................................................................................."
(..". S6OT %atri!......................................................................"
(..$. :uestionnaire 8esign.........................................................."0
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(..&. :uestionnaire %atri!..........................................................."1
(..(. ;esult Of S6OT 8ata Processing......................................."7
(..*. S6OT Position....................................................................$9
(... Internal And /!ternal Factor /valuation.............................$"
(.0. Proposed %arketing Strateg-.............................................................$$
(.0.". Product Strateg-..................................................................$$
(.0.$. Pricing Strateg-...................................................................$&
(.0.&. Prootion Strateg-..............................................................$&
(.0.(. Placeent Strateg-..............................................................$(
Cha,ter 3 Production 8easibility9999999999999999999999999999999999999999999999999999999999999999999999973
*.". Product Or Services............................................................................$*
*.".". Product Categories...............................................................$
*.".$. Product Features..................................................................$
*.".&. Product ,enefit And 2utrient Facts....................................$0
*.".(. Standard :ualit- Product....................................................$7
*.$. Flow Process Of Production...............................................................&9
*.$.". Process Production Of 8esiccated Coconut........................&9
*.$.$.Flow Chart Processing..........................................................&(
*.&. %achines< /=uipents And >tilities.................................................&*
*.&.". %achines And /=uipents.................................................&*
*.&.$. >tilities................................................................................&1
*.(. %aterials ;e=uireent......................................................................&1
*.*. Pro)ect Location..................................................................................&7
*.. Pro)ect La-out....................................................................................("
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+IST O8 TA$+E
Table ".". Tie Table And Action Plans..............................................................(
Table $.". Pro)ect Proponent.................................................................................*
Table &.". ?ob 8escription.....................................................................................0
Table &.$. 6ork And Schedules ..........................................................................1
Table &.&. Indirect Salar-......................................................................................1
Table &.(. 8irect Salar-.........................................................................................1
Table (.". 8eographic........................................................................................."9
Table (.$..Ps-chological And Socio Cultural......................................................."9
Table (.&. Average Teperature @ ;ain Fall In PO2O;O'O............................."$
Table (.(. Population Of PO2O;O'O 8istrict.................................................."&
Table (.*. Actual 8eand Of The Product.........................................................."&
Table (.. Pro)ected 8eand................................................................................."(
Table (.0. %arket Potential...................................................................................."*
Table (.1. %arket Share........................................................................................."*
Table (.7. Pro)ected Sales......................................................................................"*
Table (."9. :uestionnaire %atri!.........................................................................."1
Table (."". ;esult Of Swot 8ata Processing........................................................."7
Table (."$. Internal And /!ternal Factor /valuation............................................$"
Table *.". 8esiccated Coconut Of 2utrient Facts.................................................$7
Table *.$. Standard :ualit- Of Product...............................................................$7
Table *.&. %achines And /=uipents..................................................................&*
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+IST O8 8IGURE
Figure $.". Proponent Of Share............................................................................*
Figure &.". Functional T-pe Of Organi3ation........................................................0
Figure (.". PO2O;O'O %ap.............................................................................""
Figure (.$. 'raph Of Teperature @ ;ain Fall In PO2O;O'O........................."$
Figure (.&. S6OT %atri!......................................................................................"
Figure (.(. S6OT Anal-sis :uadrant................................................................ $9
Figure (.(. %arketing %i!....................................................................................$$
Figure *.". 8esiccated Coconut %ediu 'rade..................................................$*
Figure *.$. 8esign Packing...................................................................................$0
Figure *.&. Logo....................................................................................................$0
Figure *.(. Illustration Of One %ature Coconut...................................................&9
Figure *.*. 8e+usking Process............................................................................&9
Figure *.. Shelling Coconut................................................................................&"
Figure *.0. Paring Process....................................................................................&"
Figure *.1. 6ashing Process.................................................................................&$
Figure *.7. 'rating Process..................................................................................&$
Figure *."9. 8r-ing Process.................................................................................&&
Figure *."". Stand >p Bipper Pouches..................................................................&&
Figure *."$. Packing Process................................................................................&&
Figure *."&. PreProcessing @ Processing ...........................................................&(
Figure *."(. Coconut Trees..................................................................................&1
Figure *."*. Coconut @ Coconut %eat................................................................&7
Figure *.". %ap Of The Location........................................................................(9
Figure *."0. Pro)ect La-out Floor Plan.................................................................("
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APPRO#A+ S*EET
In Partial Fulfillent Of The ;e=uireent For The Course
$achelor Of Science In Entre,reneurial ana&e%ent
This stud- entitled
PONOROGO DESICCATED COCONUT A Feasibilit- Stud-
+as ,een Prepared And Subitted ,-
;AT2A 86I PA6/SI 49*9"15
6hose 'rade For The Paper IsDDDDDDDDDDDDDDDDDDDDDDD
Accepted In Partial Fulfillent Of The ;e=uireents Of The 8egree Of
$achelor Of Science In Entre,reneurial ana&e%ent
6
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Preface
All praises and thanks to ALLO+ S6T< who has provided grant and
guidance so that we can coplete our business plan on tie
Sall scale industr-< it is significant segent of the Indonesian econo-
and the ob)ectives underl-ing its developent are increase in the suppl- of
anufactured goods< the prootion of capital foration< the developent of
indigenous entrepreneurial talents and skills and the creation of eplo-ent
opportunities.
In this proposed pro)ect we have included various concept ethod of
anageent business to get success in build a sall business E sall scale
industr-. 8oing this pro)ect helped us to enhance our knowledge< e!periencesT I28>ST;J is nae of our
proposed business. That is a desiccated coconut anufacturer whose process fresh
coconut eat becoes grated dried coconut. 6e choose the nae of Pinerobecause Ponorogo is our hoetown and place where our industr- will be located.
799 T!PE O8 ORGANIFATION
The proposed pro)ect is a general partnership because each partners
shares in the profit and liabilit- of the industr-. This industr- will use the
Functional T-pe Organi3ation.
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DIRECTOR
PRODUCTION MANAGER MARKETING & FINANCEMANAGER
EMPLOYEES
C+APT/; &
ANAGEENT AND PERSONNE+ 8EASI$I+IT!
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,usiness ust look ahead< not behind. ItGs not )ust the big copan- need to
do< but ever- business ust innovativel- to copete. The- ust create new
products and services for new arkets. The- ust be creative< and coe up with
new ideas that never would have been thought before. 4b- Scott %cFarland5.
As new industr- we know that itGs not eas- to enter to the arket and
copete with copetitors< but we would do our best to grow our industr-. 6e will
develop new products and iprove our =ualit- for consuerGs satisfaction.
%arket centered organi3ation is desirable for our industr- with a hori3ontal
structure that will encourage epowerent< higher accountabilit- of overall
=ualit- of relationships and eplo-ees freedo to take action in satisf-ing
custoers individuall-. 4,- OTL/; and /LL/;< $9"$5.
,eside those concepts we also believe other concepts
T;/AT ,>SI2/SS AS A S/;I/S OF ;/LATIO2S+IPS 2OT ?>ST
ALLIA2C/S2ITLTS94949 TARGET ARET
,- using the data gathered in our research and stud-ing the current facilities
around the cit-< we have identified that urban areas are our priar- target arket.
6h- urban areas
>rban people e!perient with new products
>rban people alwa-s bus- at works and looking for convenient products.
>rban areas are +igh potential %arket< due to growing urban population.
>rban people willing to pa- preiu price for =ualit- products.
>rban areas are established retail chain for increase arket penetration. >rban areas ever growing iddle class and upper class sectors.
>94979 DEOGRAP*IC
Our deographic arket segentation shown in table (.".
Table (.". 8eographic
DEOGRAP*IC CRITERIA
". Age
$. Se!&. %arital status(. Incoe*. /ducation. Occupation
"*09 -ears old
%ale and FealeAll categoriesAll categoriesAll categoriesAll categories
>949
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It is coposition of people who love eat foodsEcuisines E dishes cook using
coconut product< like baking < IndonesianGs culinar- foods < etc. and the- can find
eas- E siple wa- to ake coconut ilk E grated coconut b- using desiccated
grated coconut< it is reall- convenient and versatile. ,eside it is saving -our tie
also contain ore fatt- acids that can have profound positive effects on health.
That are includes fat loss< better brain function and various other aa3ing
benefits.
>94939 GEOGRAP*ICA+ +OCATION
Ponorogo is one of regenc- in east )ava< Indonesia. Ponorogo is divided into
$" districts it is located in the southwestern part of province of east )ava on the
border of central )ava province. It la-s appro!iatel- $99 k southwest of
Suraba-a 4the provincial capital of east )ava5. It has an areas of ".(9$
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C+IATE
Tightl- cliatolog- is bearing with the situation of the place. ThereforeLATIO2 OF PO2O;'O ;/'/2C
!EAR A+E 8EA+E TOTA+
POPU+ATION
7242 ((&
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&. 6here t K period
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Table (.0. Showing the arket potential that we can suppl-< so we can estiate
our production and capital needed.
Table (.0.%A;/T POT/2TIAL
PERIODE ARET POTENTIA+
/A;L%O2T+L8AIL
$(99 ARET S*ARE
,ased on our capital capabilit-< we confident that we can suppl- about
*9H fro total arket potential.
Table (.1. %arket Share
PERIODE ARET S*ARE
earl-%onthl-8ail-
*9H ! $(9
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STRENGTH
Adequate availailit! "# raw $aterials
&i'h ("nsu$er)s reten"n rate
*ein' a natural +r"du(t, ("("nut industries have a +"tenal #uture
Pri(e ("$+eve and reas"nale
WEAKNESSES
Seas"nal availailit! #ruits
*rand a(-n"wled'$ent
La(- "# e.+erien(e and $ar-et +enetra"n
OPPORTUNITIES
Par(i+a"n with 'r"win' industries
/"$+eve advanta'e "ver #resh 'rated ("("nut $"re ("nvenient and versale1
P"n"r"'" ("$$unit! li-e (""-in' dishes(ulinar! #""ds uses ("("nut +r"du(ts
3evel"+in' $ar-et ! internet
New interna"nal $ar-ets
THREATS
4nstale '"vern$ent +"li(ies
New ("$+et"rs ta. in(reases
Risin' 'l"al war$in' +estdisease
>919 S/OT ANA+!SIS
>91949 S/OT ATRI
S6OT %atri! Figure Shown In Figure (.&.
Figure (.&. S6OT %AT;IU
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>91979 BUESTIONNAIRE DESIGN
:uestionnaire
2ae K 8A2I
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>919
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>919>9 RESU+T O8 S/OT DATA PROCESSING
Table (."". ;/S>LT OF 8ATA P;OC/SSI2'
No 8actors Inte&rit
y
Ratin
&
Score
Internal 8actors E(aluation4IF/5
ST;/2'T+
" Ade=uate availabilit- of raw aterials. 9.* ( $
$ +igh consuerGs retention rate 9.$ ( 9.1
& ,eing a natural product< coconutindustries have a potential future
9.$ ( 9.1
( Price copetitive and reasonable. 9." ( 9.(
Total 4 >
6/A2/SS/S
" Seasonal availabilit- fruits. 9. $ ".$
$ Lack of ,rand acknowledgent 9.$ " 9.$
& Lack of e!perience and arketpenetration.
9.$ $ 9.(
Total 4 495
E:ternal 8actors E(aluation4/F/5
OPPO;T>2ITI/S
" Participation with growing industries. 9.$ ( 9.1
$ Copetitive advantage over fresh gratedcoconut 4ore convenient and versatile5.
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>91939 S/OT POSITION
S6OT position shown in figure (.(.
Figure (.(. S6OT Anal-sis :uadrant
S6OT position in =uadrant "< strateg- arketing for =uadrant " is
Aggressive strateg-< it is ean our industr- has strengths and opportunit- in
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arket< in the other hand tapping the arket is eas-< our industr- in a good
position.
>91919 INTERNA+ AND ETERNA+ 8ACTORS E#A+UATION
Table (."$. Internal And /!ternal Factor /valuation.
I8E
E8E
STRENGT*S 0S6
Ade=uate availabilit-
of raw aterials. +igh consuerGs
retention rate. ,eing a natural
product< coconutindustries have a
potential future. Price copetitive and
reasonable.
/EANESSES 0/6
Seasonal
availabilit- fruits. ,rand
acknowledgent.
Lack of e!perienceand arket
penetration.
OPPORTUNITIES
Participation with
growing industries. Copetitive
advantage overfresh gratedcoconut 4oreconvenient andversatile5.
PO2O;O'O
counit- likecookingdishesEculinar-foods uses coconut
products. 8eveloping arket
b- internet. 2ew international
arkets
STRATEG! L SO
Produce high =ualit-
product with nicepacking and
copetitive price. Produce custoer
oriented products.
STRATEG! L /O
,ring new products
to arket to getbetter position
globall-. Focus on high
value segent toavoid costcopetition.
Feature
developent b-local tea.
T*REATS
>nstable
governentpolicies.
2ew copetitors @
ta! increases.
;ising global
STRATEG! L ST
Provide high value
than copetitors andcreate strong supplierrelationships.
Take local supplier.
2ew odel for
STRATEG! L /T
,asic certification
+ALALJ ofproducts.
+ire ore sales to
proote our
products.
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waring @pestEdisease
copetitive price.
>9=9 PROPOSED ARETING STRATEG!
%A;/TI2' %IU ST;AT/'
Figure (.*. %arketing i! strateg-
>9=949 PRODUCT STRATEG!
a5 6e will use attractive design on product packaging which appeals in foreign
arket and for product positioning< also to ake different our products with
copetitors products.
22
M
A
R
6
E 7
8 N
G
M
8 9
P
R
O
3
4
/
7
P
R
8
/
8
N
G
P
R
O
M
O
7
8
O
N
P
L
A
/
E
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b5 6e will use stand up foil 3ipper pouches for packaging our products< stand up
foil 3ipper pouches are the best displa- packaging option< these pouches stand
on their own with a durable botto gusset and can be sealed perfectl- with a
3ip closure to keep the product inside as airtight as possible. It will preserve
the =ualit- and will not affect b- adverse weather conditions.
c5 6e have three kind of packaging
Sall Package "99 'ras%ediu Package $*9 'rasLarge Package *99 'ras
>9=979 PRICING STRATEG!
PO2O;O'O 8/SICCAT/8 COCO2>T I28>ST;J will use a i!ture
pricing ob)ective we use the target return pricing ethod where we decide price
based on -ield rate of return on investent. %ark up pricing will be used in e!port
and tourist arkets due to bu-ing power. 6e need a!iu current profit and
a!iu arket share in order to cover variables and soe fi!es cost. 6e
anticipate reaching ,/P volue within $nd &rd-ears after launch.
There will not be an- price discount and allowances due to it is low pricing
ethod to aintain desirable return< although we intent to doinate arkets with
lower cost< we ai to proote =ualit- and wealth- to create strong brand. /ach
consuer has different needs level< thus we provide three kind of price as
consuers needed9 P+ACEENT DISTRI$UTION STRATEG!
This is including a process of aking our products accessible for
consuption b- consuers. 6e will choose place around the urban areas< we
need strategic areas for increase our sales volue. Thus our proposed pro)ect will
be located at "9 S/LO A?I roads< PO2O;O'O ;egenc-< /ast ?ava< Indonesia.
That place is near PO2O;O'O bus station 4terinal5 about "99 eters< it
can reduce transportation fee of raw aterials. It is also convenient for consuers
to get our place the- can use an- kind of public transportations. 6e also tieup
with local retail stores< superarkets< alls< local distributors< suppliers andothers retailer in PO2O;O'O regenc- to distribute our products.
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C+APT/; *
PRODUCTION 8EASI$I+IT!
3949 PRODUCT OR SER#ICES
8esiccated coconut is a dried coconut product ade fro fresh coconut
eat that has been grated and dried. The dr-ing process reall- affects the final
=ualit- of the e!pected products. It contains no cholesterol or TranGs fat while
being rich in a nuber of essential nutrients< including dietar- fibers< anganesesing +aer %ill %achine.
Dryin& Process
Put grated coconut in the dr-er achine for dr-ing process at teperature
about 19QC for * inutes. This process is to reduce the water content of
grated coconut becoe $&H.
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Figure *."9. 8r-ing Process
Pac;in& Process
8esiccated coconut should be packed in airtight condition < it will preserve
the =ualit- of the product and akes product durable. So we use stand up
3ipper pouches with botto gusset that have good =ualit- of packing. The
proposed packing product without brand or design and packing process
shown in figure below
Figure *."". Stand >p Bipper Pouches 6ith 'usset ,otto
8i&ure 39479 Pac;in& Process
397979 8+O/ C*ART O8 DESICCATED COCONUT PROCESSING
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START
/O/ON47 :87& &4S6
REMO;8NG &4S6 OAS A;/AL ;AAT 4999 +A5
Perkeb.;ak-at
"*79 &9( &*(1 &*19 &*1 &9$ &90 &90
Perkeb.besarnegara
9 $1 $* "* "( "( "( "(
Perkeb. ,esarswasta
* "9( 7& "9" 01 1" 1" 1"
?ulah "
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4949 PRO8I+ USA*A
elapa 4 cocos nucifera 5 erupakan salah satu penghasil bahan akanan
-ang sangat penting dalan kehidupan as-arakat Indonesia . hal ini dapat dilihat
dari ken-ataan bahwa 0*H in-ak nabati dan suber protein 1H berasal dari
kelapa. Selain itu 09H akanan di Indonesia berbahan dasar E eerlukan
capuran produk kelapa. elapa erupakan tanaan serba guna -ang
keseluruhan bagiann-a dapat dianfaatkan bagi kehidupan anusia dan dapat
enghasilkan keuntungan. Oleh karena itu kelapaepun-ai arti -ang sangat
penting bagi kehidupan perekonoian di Indonesia. 4Suhardi-ono
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Profil usaha produkproduk akhir kelapa -ang sudah ulai berkebanghingga saat ini antara lain nata de coco< serat< arang tepurung< gula erah< dandesicated coconut4Tabel "5 enun)ukkan kela-akan usaha -ang tinggi. Akhirakhir ini telah berkebang pula virgin coconut oil 4#CO5 -ang erupakan
akanan supleen dan )uga obat. ,eberapa habatan -ang diperkirakan unculseperti kontinuitas pasok bahan baku tern-ata dapat diatasi sehingga industriasih bertahan dengan kondisi -ang baik.,ila pengebangan dapat dilaksanakansecara JterpaduJ aka pasok bahan baku akan lebih ter)ain.
Tabel 4939 Profil Usaha $ebera,a Produ;si ela,a
Produ; S;ala N,(
0R,9juta6
$C IRR
06
P$P
0Tahun6
2ata de coco ecil 7*& ".&$ &$ "
Coconut fiber %enengah $
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79 PO+A PE$IA!AAN
>ntuk pebia-aan usaha industr- kelapa parut kering ponorogo ini
4 PO2O;O'O 8/SICCAT/8 COCO2>T5 kai akan engadakan ker)a saa
odal E encari patner odal usaha. 8i sini kai sudah eiliki tiga partner
usaha -ang asing asing akan eberikan kontribusi odal sesuai keapuan
asing asing pihak< dan kekurangann-a akan kai akan elakukan pin)aan
odal ke ,ank. Pebia-aan bank han-a untuk odal usaha industr- kecil dan
besar< bank akan sangat berhatai hati dala eberkan pin)aan kepada
nasabahn-a . dari hasil surve- kai bank -ang biasan-a eberikan pin)aan
odal kepada industr- kecil di Indonesia adalah bank ,;I.
8ala penialian kredit untuk para pengusaha industr- ,;I enggunakan
criteria *C -aitu capital< capacit-< collateral< dan condition. 8ari kelia Ctersebut ,;I eprioritaskan penilaian karakter dan agunan -ang diiliki
peruasaan.
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saha Produk kelapa parut kering 4 desiccated coconut5 epun-ai
peluang usaha -ang sangat luas . pada uun-a desiccated coconut ini tidak
diproduksi kalangan ruah tangga< tetapi di produksi oleh industri kecilur ekonois
$ ?ulah hari ker)aE bulan?ulah bulan pertahun
+ari,ulan
$*"$
& Skala usahaa5. input
b5. produksi,utir,ungkus
*.999"9.999
,ahan baku+asil produksi
( Tenaga ker)aa5. tetap
b5. ana)een direktur
kar-awan
Orang
OrangOrang
*
"$
* >pah tenaga ker)a4perbulan5a5. tetap
b5. ana)eendirekturkar-awan
;pEorang
;pEorang;pEorang
199 rb
"
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Pengertian bia-a adalah suatu pengorbanan -ang sudah dikeluarkan untuk
eperoleh suatu podukE kooditi dan tidak bertu)uan untuk peborosan 4 'ani
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