BreakfastDelightAlifia Wahyuningsih, Gadis Myrillasandri, Regina Renata, Sandy A.P, Sania Humaira

BreakfastDelight

Market Analysis

SWOT Analysis

Marketing Plan

Operating Procedure

s

Financial

Analysis

Statement of Purpos

e

Discussion of Risk

A service to accompany your morning…Most student in university are rarely to consume

breakfast in the morningMeanwhile, breakfast is important to start our dayStudent usually have different reasons why they

don’t consume breakfast, such as late for class, making breakfast consume a lot of time in the morning, or they just not a type of person who eat breakfast in the morning.

Unfortunately, there are still less service which serve healthy food

Here comes the new services for you!That is why, BreakfastDelight is here to

overcome your problems in the morning in making the breakfast. Because breakfast is so important to start your day, you have to eat even it still dawn!

BreakfastDelight

Our MissionTo cover up the needs of breakfast for

student

Our VisionBy servicing student with

healthy breakfast and hospitality

Our Strategy(continue to

the next page)

Our StrategyKnow

the customer well

Do som

e promotion

Find a

strategic place

to start

Use social

media

Build a

relationship with customers

Our Shared Values

“Bring the joy of happiness through healthy and lovely breakfast”

SWOT Analysis

StrengthsServe healthy food that is needed by student

WeaknessesHealthy

Ingredients are difficult to

get

OpportunityTo be the first market leader

ThreatenCompeting with other cheaper restaurant that serve breakfast

Market AnalysisSegmentation

In the beginning, we would like to introduce our business to the FEUI students. Due to their needs in having a healthy breakfast. Then if we see the market respond in positive, we would like to introduce our business to other faculty in UI. But we are focusing to the FEUI students, which they are really potential for making our business gain profit.

Market Analysis Market Segmentation1. Geographic

There are no certain places to start our business, but we will make the breakfast in one of our member’s kitchen. Because due to our business, we are more selling services.

Market Analysis-Segmentation2. Demographic

Our target is from the FEUI. It would be the students, staff or even the lecturer3. Psychographic

Our target it is from the student until the worker at FEUI. From the student who still get income from their parents, until workers at FEUI who have their own income.

Market Analysis-Segmentation4. Behavioral

Lastly, our target market in terms of behavior consist for those who are seeking for healthy life.

Marketing Plan Advertising 1. Offering Discount

We offer for 10 first students who book for 1 week, will get a 10% discount2. Campaign in Campus

We would generate a campaign by giving a flyer to all of the college students3. Partnership

We build a partnership with a campus radio

Organizational StructureAdministration: 1

Cooks

and Packager: 2

Delivery Person: 2

Business Development PlanAccept orders on Friday and Saturday from

10.00 AM – 5.00 PMDeliver to University Indonesia area from 6.00

AM – 9.00 AM, Monday to FridayAdd new equipments (pan, boxes, etc) so the

business can be more efficientCookers attend cooking classes to develop skill

Marketing PlanBrand Image

Marketing PlanProduct/facilitiesWe give a healthy product which consist of:Mondayscrambled eggs, bacon and orange juice

Marketing Plan Tuesdaypackage: macaroni schottel, apple juice Wednesdaypackage: mashed potatoes with melt cheese and avocado juice Thursdaypackage: strawberry waffle with honey if needed and a smoothie Fridaypackage: steamed fish with mushroom and avocado juice

Marketing PlanPrice

We offer the the same price each day from Monday to Friday:IDR 20,000

Marketing PlanPlacement

We still do not have a certain place to make the product. But for a short term, we will construct the product in one of our member’s kitchen.Promotion

We try to promote our product between FEUI student, staff and even the lecturer by opening a booth and free try me product for a beginning

Financial AnalysisSource of Equity

The amount of equity that is needed is more or less RP.30.000.000,- (thirty million Rupiah). The money can be gathered through two ways, first is that each founders, the five of us, put each of our own money for 6 millions, or perhaps each founders could put equity for 3 millions, the remaining 50% equity could be collected by borrowing the money from banks. However, we prefer to fund this business ourselves.

Financial AnalysisRequired FundsAt this time, BreakfastDelight requires Rp.30.000.000,- (thirty million Rupiah). Below is a breakdown of how these funds will be used :

Projected Startup CostsFood Supplies Rp.14.000.000,-A Phone Rp.200.000,-A Delivery Vehicle Rp.8.000.000,-Equipments Rp.20.000.000,-Miscellaneous and Unforeseeen Costs

Rp.4.000.000,-

Marketing Budget Rp.2.000.000,-Total Startup Costs Rp.50.000.000,-

Operating Procedures Sourcing

Raw Materials :

- Ingredients to make the products (food and beverages)

- Supplies and equipments to produce the products

- Human resource (the chef)

Finished Goods :

all food and beverages that are avaiable in the menu

Other supplies :

Cleaning supplies and delivery cost

Operating ProceduresProduction / Preparation :

The chef cooks all the ingredients by using the equipments available and produces them into food and beverages

All activities are start at 4 a.m which chef prepare and cook the breakfast. The breakfast must be ready before 7 a.m and delivered directly to the customers

Operating Procedures Marketing Process

The marketing process is done through mostly social media, for example Blackberry Messenger, Instagram, facebook and twitter. We post some pictures of our products thorugh social media as portofolio. Marketing process through social media is easily done to college students because most of them use it frequently.

We also spread flyer in FEUI area since it is our main target. In addition, local radio partnershipis also useful in this marketing process.

Operating Procedures Distribution / Delivery

Delivery is done by our courier and ourselves. Everyday, we deliver the products from our kitchen straight to the consumers. It takes five to ten minutes to get to FEUI since the production is located at Kukusan Teknik .

Customer Service and Quality Control

We always make sure that our products are clean and healthy. We use fresh ingredients by buying them a day before the production process. We also rinse fruits and vegetables using cleaning soap. That is how we control and maintain our quality.

Brand Image

Placement : where you want to put your product, in this case you want to put in the university area

Positioning : to make consumer have brand-awareness on your brand (use slogan)