BUSINESS PLAN

Mage Gelato

-High Nutrition, Low Fat- New Dimension of Deliciousness

DEVELOPING A HEALTHY DESSERT

CREATING DISABLED PEOPLE HOPES

FOR DANONE YOUNG SOCIAL ENTREPRENEUR

Working Team

Muhammad Yusuf Mulyana

Avicenna

Ulya Khairani

Haliman Fajar

Stefany Lolyta

Social Business Idea 1

Mage Gelato is a social business aimed to improve the quality of life by developing the healthy

dessert for society as well as creating hopes for the disabled people on planning the best life ever.

The business will involves disabled people which are given the skills beforehand to run the business,

then they will blend in with normal people in doing the business. The purpose is to provide job

opportunities for them and to increase their confidence. Their confidence level will rise up because

they are not only working with other disabled people but also working with normal people.

Mage Gelato has 3 main values,

1) Impact Diversification any products or programs that will be launched is divided based on

the impact given to the social, economic and environmental. We focus on the significant

impact that would be generated, not merely selling the products.

2) Co Creation putting customer needs on the top. We as producer and society as consumer

will be equally seated in the same chair as designer of our desired products.

3) Sustainable Innovation Through Co Creation concept we push a radical breakthrough to win

the heart of our customers. The sustainable Innovation is driven also by simple operation with

abundant in supply.

Mage Gelato differentiated itself with another similar products because it used non-fat milk, fruit and

wheat bread as its ingredients that emblazoned the values of its business by offering a unique

segmented product of its kind, high nutrition and low fat.

The business channeled its values by providing customers with affordable healthy dessert. Our first

target market is 4000 students in engineering faculty of Universitas Indonesia, Depok.

Why wheat bread? What it contains?

a. Fiber Unlike processed white bread, wheat bread contains bran, which contributes to its high fiber content. Processed white bread has undergone a refining process which strips it of fiber. White bread contains approximately 5 grams of fiber per slice, whereas wheat bread contains approximately two grams of fiber per slice. Fiber is beneficial for many reasons. Fiber will leave you feeling satisfied for a longer period of time. Fiber decreases low-density lipo-protein cholesterol, and contributes to a healthy heart.

b. Protein One slice of wheat bread contains just less than five grams of protein. The protein concentration varies in wheat breads. As a general rule, the more hard the wheat bread is, the more protein it contains. Processed bread contains less than two grams of protein per slice. The protein found in whole grain can contribute to the daily recommended amount, without adding saturated fat. The protein in whole wheat bread comes from wheat gluten.

c. Carbohydrates The carbohydrates in whole wheat bread can provide body with the energy it needs. One slice of whole wheat bread contains approximately 30 grams of carbohydrates. The carbohydrates in wheat bread can actually contribute to weight loss. These carbohydrates are low on the glycemic index, so they wont increase your blood sugar, like many simple carbohydrates.

d. Wheat Germ Whole wheat bread still contains the wheat germ. Wheat germ is a part of the seed of the grain. Wheat

germ contains many nutrients like vitamin E and folate. These vitamins are important for a healthy

heart. Vitamin E promotes healthy skin and hair. Wheat germ also contains essential omega 3 fatty

acids. Omega 3s protect against heart disease by lowering cholesterol and blood pressure. Omega 3

fatty acids have also shown to contribute to brain function. The wheat bread can be an important

source of nutrition and part of a balanced diet.

Why Ice Cream?

Ice cream is a food that is almost loved by all ages, including students. we observe on campus that ice

cream purchase behavior of the students can be a tremendous opportunity. Coupled with the

emergence of the phenomenon of fried ice cream is spreading among young people as delighted with

the things that are unique and creative.

But as intellectuals we want to provide the best food on the health of consumers, because fried foods

are not good if consumed too much. So we tried to make a breakthrough by making low-fat grilled

ice-cream called Mage-Gelato.

Mage Gelato are readily available in two product aimed for different markets, satisfying each with

their specific needs. The first one is Hangout package. It is sold in our outlet at Rp. 7000,-. It contains

1 ice cream with wheat bread that can enjoy in hotplate or take away. Next is Family Package. It is

sold in a pack of 500 gr at Rp 25.000,-. It contains 5 frozen ice creams with wheat bread. This variant

is targeted for people who enjoy it with their families.

Vision

The Most Innovative Business in Tackling the Social Issue Creating a hope as well as Improving the quality of life

Mission

1) To Identify a social problems and find its root causes clearly then open a window of opportunity

for business

2) To provide high nutritions and low fat products that promote healthy lifestyle

3) To create a product with co-creation concept through a community-empowering based and

collaborative action.

4) To deliver a high level of services and the very new customer experience

Mage Gelato has a great financial performance by having an internal rate of return 85% and relatively

increasing in net income and profit margin up to the fifth year. The initial investment needed for this

business is Rp 11.500.000,-. With a payback period of 2.13 year.

Background of Idea 2 For many people, work is a difficult thing to obtain. Moreover, the demand and the specific

criteria required by some providers adding jobs itself a task for many people to get the job. In fact,

if they are difficult to get a job, they can not work so they can earn a decent income to meet the

needs of theirselves or their families. Further result of these conditions, more and more people

are becoming unemployed, and the poverty rate in Indonesia also will increase.

The condition is also experienced by many people with disabilities. In fact, by law, Indonesia

has two laws related to people with disabilities; Law no. 4 of 1997 on people with Disabilities,

as well as Regulation No. Government. 43 of 1998 on Measures to Improve Welfare of People with

Disabilities. Not only that, in October 2011, Indonesia have also ratified the UN Convention

on the Rights of People with Disabilities (UN Convention on the Rights of People with

Disabilities / UNCRPD)

However, implementation is still very far from optimal. In fact, many people with disabilities

have abilities and skills in the fields of technology, authors, editors, and other fields. However,

this potential cannot be honed to the fullest because there are many providers of these jobs

that do not provide space for people with disabilities.

Even to obtain job information feels very difficult for them. Lack of information about a job

opening for people with disabilities to make the access of people with disabilities to obtain

employment more narrow.

Based on data from the World Health Organization (2011), there are about 15% or about 7

billion people in the world are people with disabilities. In fact, the United Nations reported

that 80% of people with disabilities live in poverty. These things will get worse if no solution

as well as the actions taken to overcome these problems

The disabled people has does indeed have limitations. But basically, these limitations should

not be a barrier for them to get the same treatment as normal people, especially in terms

of employment.

They are also human beings who have desires and aspirations can live with adequate quality.

They have the potential to grow. They can be trained to be skilled. But few people who care

about their fate.

Therefore, we feel compelled to act. All of which does not start from now will never finish.

We feel that DYSE is the right program to realize our social business plan to help disabled

people in JABODETABEK area. The project will start from our campus in Depok.

We believe that a big change is started from a small action by a great dedication and

willingness

Target of Social Business 3

Basically, Mage Gelato business is run through coordination between our team with the disabled

association located in Jakarta Timur, named PPDI. PPDI is abbreviation of Persatuan Penyandang

Disabilitas Indonesia.

PPDI aims to fight for peoples rights disability rights in order to obtain equal opportunities in all

aspects of life and living, and to participate fully in national pembangunan.

Address : Jl. Rawamangun Muka Barat Blok D No. 17 Pulogadung Jakarta Timur 13220 Telp/fax.

+62 21 4788 4718

We choose Persatuan Penyandang Disabilitas Indonesia (PPDI) as our business partner to set our target, with two reasons:

PPDI is one of the biggest and prominent associations that take care of disabled people in Indonesia. PPDI has proven as a reliable and professional association, and have had much experience in conducted a positive events and activities, and also empowered and advocated for the sake of disabled people.

PPDI is close with our university. By choosing the closest disable association with our domicile, we expect to give social responsibility in a concrete manner. Besides, we can manage and control the business easier if we have straightforward access to the association members that will be empowered as our operational workers.

In finding a number of disabled people in Indonesia is quite difficult, because the data isnt accurated.

Sumber: PPLS 2008 (Pemilik Data: Kementerian Koordinator Kesejahteraan Rakyat)

Based on two sources above, we could count that within 2 years from 2008 to 2010, the number of disabled people are increasing 2 times from around 11 thousand to 21 thousand people.

Social Economic Profile of Jakarta

Social

Jakarta with a population of over 10 million, Jakarta has stress issues, crime, and poverty. Deviations

land use and land privatization has spent a city park inventory thereby increasing stress levels of

residents of Jakarta. Traffic congestion, decreased social interaction as lifestyle also a cause of stress

Economy

Jakarta is a city with a considerable degree of rapid economic growth. Currently, more than 70% of

state money circulating in Jakarta. In 2012, the per capita income of the people in Jakarta is Rp 110.46

million per year (USD 12.270). As for the upper middle class with an income of Rp 240.62 million per

year (USD 26.735), reaching 20% of total population.

Education

Jakarta provides educational facilities from kindergarten to college. The quality of education was also

greatly varies from luxurious buildings are air-conditioned and there is also a simple building.

Environmental Awareness

Non-participatory and humane urban spatial leave spaces that invites the rest of the acts of criminal

behavior. Eviction poor villages and informal business by government is major causes of poverty in the

city. Urban spatial change frequently causes air pollution and flooding is difficult to control.

Health & Sanitation

Flooding is still a major problem in Jakarta city. Many residents are affected by the disease after the

floods hit.

Mage Gelato Team 4 Any businesses have to managed by people who majoring in different fields to take care of

complex implementation phase of business start-up and business growing and solve any problems that possibly occurred. To run this business successfully, we build an organization structure and allocate each member based on specialization and competencies that can be seen in the figure below:

Each person has specific job descriptions, which are:

1. Chief Executive Officer (CEO)

The Chief Executive Officer is responsible to manage the business operation in a manner that allows it to achieve the strategic goals. Specifically he is responsible for the following task :

a. Provide stakeholders with organizational information for governance responsiblities b. Create tactical, operating, development, and financial plan in line with the agreed

vision and strategic plan c. Maintain and develop teamwork with the management team d. Ensure the relationship between organization and stakeholders are open and

cooperative

Chief Marketing

Officer

Haliman Fajar

Chief Executive Officer

Muhammad Yusuf Mulyana

Chief Operating

Officer

Avicenna

Chief Finance

Officer

Stefany Lolyta

Human Resource

Director

Ulya Khairani

Operation workers Staffs

2. Chief Financial Officer (CFO)

The Chief Financial Officer will have a strategic role in the overall management of the company by being responsible of for planning, implementing, managing and controlling all financial-related activities of the business that specified by the following tasks:

a. Assist CEO in formulating the companys strategic direction from financial perspective.

b. Assist COO in of developing, implementing, and maintaining a cost-effective operating system.

c. Assist HR in the design, implementation, and timely calculations of salaries and incentives for the staff.

d. Manage all financial reporting activities for the business including organizational revenue/expense and balance sheet reports, reports to funding agency, development and monitoring of budgets.

e. Direct and oversee all aspects of the finance & accounting functions of the organization

f. Ensure the company complies with all legal and regulatory requirements.

3. Chief Operation Officer (COO)

The Chief Operating Officer is responsible for managing all hands-on operational aspect of the business with the following task:

a. Collaborate with the management team to develop and implement plans for the operational infrastructure of systems, processes, and personnel designed to accommodate objective of the business.

b. Responsible for developing, implementing, and maintaining a cost-effective and regulatory complied operating system

c. Provide complete, timely, and accurate report on the operating condition of the business.

4. Chief Marketing Operation (CMO)

The Chief Marketing Officer is primarily in charge of conducting the business marketing function `to increase the level of sales and improve the image of the brand that implemented by complete the following tasks:

a. Creating and developing marketing strategy to achieve the sales target and growth b. Building and maintaining customer relationship c. Maintaining relationship with partners in distribution channels d. Conducting market research and monitoring consumer trends.

5. Human Resource Development (HRD)

Human Resources Director originates and leads Human Resources practices and objectives that will provide an employee-oriented, high performance culture that emphasizes empowerment, quality, productivity and standards, goal attainment, and the recruitment and ongoing development of a superior workforce.

a. Assist COO in the skills and capabilities of staff. b. Monitor staff performance and attendance activities. c. Coordinate staff recruitment and selection process in order to ensure a timely

organized and comprehensive procedure is used to hire personnel. d. Design, implement, and timely calculate salaries and incentives for the staff. e. Provide assistance and education to staff, supervisors and Council on human

resource and work related issues

Location 5

Our first outlet will be opened in the canteen of faculty of engineering, Universitas

Indonesia Depok West Java.

Faculty of engineering has 7 departments and 1 international program from several

departments. The number of students in the faculty range from 4,000 students that will be

immediatelly our market penetration.

PPDI Office : Jl. Rawamangun Muka Barat Blok D No. 17 Pulogadung Jakarta Timur 13220. PPDI has a wide and trusted networks both of nationally and globally.

SWOT Analysis 6

In order to evaluate the strengths, weaknesses, opportunities, and threats involved in this

business, we use a SWOT matrix that can be seen as below:

STRENGTHS

- Low fat dessert - High nutrition dessert - Unique self-service experience - Tantalize looks of products - Positive image on social issues - Easy access to supplier and consumers - High capability of top management

team - Financial strength

WEAKNESSES

- Low experienced workers - Unknown brand - Limited existing flavor variance

Opportunities

- Large market size - High demand in dairy products - High concern in sustainable business - Government policy related to local

industry development

Threats

- Existing similar business - Concept imitation by competitor and

new entrants - Highly substitute products - Highly competitive environment

Based on that SWOT matrix, we make an IFE analysis and EFE analysis to assess the business

capability to respond to the internal and external factors.

INTERNAL FACTOR EVALUATION

Strengths Weight Rating Weighted Score

Low fat dessert 8% 4 0,32

High nutrition dessert 4% 3 0,12

Unique self-service experience 20% 4 0,8

Tantalize looks of products 15% 4 0,6

Positive image on social issues 8% 4 0,32

Easy access to supplier and consumers 8% 4 0,32

High capability of top management team 9% 4 0,36

Financial strength 8% 3 0,24

Weaknesses

Low experienced workers 8% 1 0,08

Unknown brand 12% 1 0,12

TOTAL 100% 3,28

Note: 1: major weakness ; 2: minor weakness ; 3: minor strength ; 4: major strength

From the table above, we can conclude that Mage Gelato has strong internal position since its

total score is excess the parameter score, which is 2.50. Meanwhile, capability to respond to external

factor can be withdrawn from the EFE analysis.

EXTERNAL FACTOR EVALUATION

Strengths Weight Rating Weighted Score

Large market size 15% 3 0,45

High demand in dairy products 17% 3 0,51

High concern in sustainable business 10% 3 0,30

Government policy related to local industry development

6% 3 0,18

Weaknesses

Existing similar business 15% 1 0,15

Concept imitation by competitor and new entrants

12% 1 0,12

Highly substitute products 14% 1 0,14

Highly competitive environment 11% 2 0,22

TOTAL 100% 2,85

Note: 1: poor ; 2: below average ; 3: above average ; 4: superior

We can conclude that this business can respond well to the external factors since its total

score excess the parameter score, which is 2.50.

Timeline Project 7 a. Implementation Timeline

b. Marketing Timeline (November 2014 November 2015 )

1 2 3 4 5 6 7 8 9 10 11 12

Product Launching

Distribution Channel

Canteen

Online Sales Portal in

Website

Mage Gelato Outlet

Advertising

Industry advertising

Digital Marketing

Personal selling

Sales Promotion

Rebate

Free Sample

Premium

Brand advertising,

comparative advertising and

reminder advertising

Marketing Timeline

Marketing activitiesPre

Lunch

First Year

Mega Gelato Cafe

c. Scheduling and Plan of Activities

No Activities Working Hours

07.00-08.00

08.00-10.00

10.00-12.00

13.00-15.00

15.00-17.00

1 Meeting CEO

2 Employees Briefing HR Officer

3 Preparation to Selling Operational Officer

4 Distributing and Selling Operational Officer

5 Selling Recapitulation Finance Officer

6 Promotion Marketing Officer

d. Development Plan

Using Z Strategy!

The Ansoff Matrix

Market Penetration

Strategy : Increasing Sales of an existing product to an existing market

Market Development

Strategy : Sale of existing products to a new market

Product Development

Strategy : Extension of Assortment offered to existing customers

Diversification

Strategy : Marketing completely new product to new customers

Plan to Go...

2014 2015 2016 2017 2018

Market Engineering Faculty, UI -4000 Students

5 Faculties in Universitas Indonesia

3 Collage in Depok

10-15 College in Jabodetabek

5 Cities in West Java

Product Two types Two Types Four Types Four Types 10 Types

Distribution Channel

1 Outlets 5 Outlets 11 Outlets 38 Outlets 50 Outlets

Media Online and Offline

Online and Offline

Online and Offline

Online and Offline

Online and Offline

Detail and Mechanism 8 A. Operational

Selling ice cream is our main business process, as described in the previous part; we would like to

produce low-fat grilled ice-cream called Mage-Gelato. The ice creams will be produced at Depok,

involving community of disabled persons.

To produce the ice creams we need:

Tools & Equipment Ingredients

For ice creams

1. Pot 2. Stove 3. Mixer 4. Freezer 5. Container 6. Ice Cream Maker

For our self-service

Mage-Gelato:

1. Cooking torch 2. Freezer

For Ice cream:

1. Non-fat Milk 2. Fat-free

powdered milk 3. Corn syrup 4. Egg 5. Vanilla extract 6. Fruits 7. Sweetener

For Mage-Gelato:

1. Wheat bread 2. Fruit

For our packaged

Mage-Gelato

1. Packaging 2. Aluminum foil

The Mage-Gelato is produced in 2 variants

- Hangout package

- Family package

The operation analysis is based on below SIPOC (Supplier Input Process Output - Customer)

diagram

Supplier for the

raw material of

Mage-gelato

Inputs for the

production of

Mage-Gelato

Production

Process of Mage

Gelato

Outputs of the

process as ice

cream

Customers

targeted for the

products

Figure 1 SIPOC Diagram of Mage-Gelato

Suppliers for Mage-Gelato

For the inputs of the production process, the raw materials are mainly bought from distributor in

Depok. In details, Mage-Gelato products need the following materials:

Raw Materials Supplier Non-fat milk Distributor in Depok Fat-free powdered milk Distributor in Depok Eggs Poultry farm in Depok Vanilla extract Distributor in Depok Corn syrup Distributor in Depok Fruits Farm or Distributor in Depok Wheat bread Distributor in Depok

Inputs for the Mage-Gelato

In details, Mage-Gelato products need the following materials:

Ingredients Amount (Family) Amount (Hangout)

1. Nonfat milk 480 gr 245 gr

2. Fat-free powdered milk 120 gr 68 gr

3. Eggs (yolks) 12 yolks 8 yolks

4. Vanilla extract 8 gr 5 gr

5. Corn syrup 600 gr 300 gr

6. Fruits 900 gr 450 gr

7. Wheat bread 5 slices 1 slice

Production Process of the Mage-Gelato

The overall production process chart of Mage-Gelato:

Raw material

Ice cream makingWheat bread slicingFruit slicing

Combining ice cream, fruit and

bread

Package in aluminium foil

Package in packaging box

Send to outlet

Combine all materials

Sell

Sell

Figure 2 Overall production process of Mage-Gelato

Here are the summary of our production process based on the overall of production process chart

Preparations

Hangout

packaging

Material:

- Paper

- Hot plate

Family Packaging

Material :

- Aluminium foil

- Box

Raw Material CustomersProduction

Process Summary

Material purchasing:

- Bread

- Milk

- Fruits

Figure 3 Production Process Summary

As we can see from the production process summary chart above, we divide them into 3 main

processes:

1. Preparations of materials:

2. Family packaging process

3. Hangout packaging process in outlet

We are divided family and hangout into two different processes because there are some different

quantity and quality of products.

Hence, the details of each main process:

1. Preparations of materials :

a. Ice cream making operation process chart

O-1

1. Ice cream makers container

Pre-freeze the container

O-2

2. Non-fat milk

Heat the milk

Stir the mixtureA-1

O-6 Blend the fruits O-3

3. Eggs

Separate egg yolks

O-4 Whip the egg yolks

Fat-free

powdered milk

Sweetener

Hot milk

mixture

Corn syrup

4. Fruits/Chocolate

O-5 Refrigerate the mixture

A-2 Mix the cream

A-3Put the mixture on ice cream

maker

O-7Turn on the ice cream maker

SStock the ice cream

Based on operation process chart above:

Firstly, we must do a pre-freeze of container to make the mixture not melting. The length of time

needed to freeze the unit is approximately 8 hours.

Then we prepared the mixture of the ice cream. Heat and mix the milk, sweetener and powdered milk

in a large pot.

After mixed well, keep it warm and prepare the egg yolk mix. Separate the egg and whip the egg yolks

until thickened then slowly whisk while add one cup of the hot milk mixture.

Then pour it into the pot of hot milk and add the vanilla extract. Refrigerate it at least 6 hours. Blend

the fruits with mixer and mix the fruit with cream that refrigerated before.

Figure 4. Operation Process Chart of Ice cream making

Lastly, put the container of cream into ice cream maker and turn on the machine for 20 to 25 minutes.

The whole processes of making ice cream takes approximately 8.5 hour

b. Slicing processes

Raw Material

Slicing materials Stock

Next process:

Family Packaging

Next process:

Hangout

In this process, materials are sliced into some pieces. Wheat bread and fruits sliced and stocked that

used in the next process. We decide to separate bread and fruits into a different workstation because

of the characteristics of its materials (breads are rough while fruits are sticky).

The process takes about 3 minutes for one bread/fruit.

2. Hangout packaging

Taking breadPut the ice cream

to bread

PreparationsCustomer

Add some

toppings to bread

and ice cream

Grill it with cooking

torch

Package it with

paper

Put it in plate

The materials that prepared before are delivered to our outlet. In this process, we prepared our

products as costumer order. This process faces directly with our customers. The products that

categorized in hangout packaging have two type of serving: hot plate and take away.

The process takes about 10-15 minutes.

3. Family packaging

Preparations

Package each of

materials

Package in one

box of packaging

END:

Distribution

The family packaging process is the processes that package our product into a sealed box. Each of

materials are packaged with consider its characteristics. Then all of them are packaged in one box

our products.

Outputs of the Mage-Gelato

As stated above, Mage-Gelato has 2 variants:

1. Hangout package: is sold in our outlet. It contains 1 ice cream with wheat bread that

can enjoy in hotplate or take away.

2. Family Package: is sold in a pack of 500 gr contains 5 frozen ice creams with wheat

bread. This variant is targeted for people who enjoy it with his/her family

Customer of Mage-Gelato

Cashier

Waiting Area for take away

Waiting Area for dine-in

Queue

Hot plate serving area

Cookingtorch

Front End Operation Flow of the Mage-Gelato outlet

As we can see from the front end operation flow we can analyse the flow that customers face with

our system. Firstly customers come to cashier to order and pay. If they want to order hotplate they

will move to 2a (blue arrow) and if they want to order take away then they will move to 2b (red arrow).

In 2a they will have a wheat bread with ice creams and its toppings in hotplate. And they will grill their

ice cream with cooking torch. Then they will leave the outlet. In 2b, after they have their order; they

will leave the outlet.

Bread

Plate

Ice cream

ToppingCooking

torch

Packaging

Freezer (Family

package)

Back End Operation Flow of the Mage-Gelato outlet

1 2a 2b

3a

Table

From the back end operation flow above, we can see two arrows. Black-arrow represents hotplate

order and red-arrow represents take away order. First, if we have customer that wants hotplate then

our staff will go to bread counter to take bread and fill it with ice cream. Next add some topping and

put it on plate at the plate counter. Then we deliver it to customer. Customer will grill their ice

cream with cooking torch in serving table. If we have customer that wants take away order then our

staff will go to bread counter to take the bread. Then we will fill it with ice cream and some toppings.

Next we will grill it and add some paper as our products packaging. Finally, we deliver it to our

customer.

B. Sales and Marketing Strategy

The Tasty, Uniquely, Healthy are our positioning (yummy), we called Make Cool your days with Mage Gelato Tasty (Sejukkan hari-harimu dengan kenikmatan Mage Gelato) as our marketing tagline. Mage Gelato will make friendly product positioning in our consumers brain. The priority is the best quality in product and the best quality in services, we would concern on go green packaging, healthy raw materials, delicious and ease to enjoy.

Ice cream is favored by almost all of teenagers in Indonesia, especially for student in Universitas Indonesia as first our target market (5 years from start-up). Ice cream is usually consumed as the dessert, or just can be consumed as a snack during hangout time. Its taste creates such as addictiveness toward ice cream, hence its unique taste, even many students in Universitas Indonesia picks ice cream on their canteen as favorite menu to accompany their hangout time, based on our observation.

If we make large observation in Indonesia, we can find it easily everywhere, we find in villages, in housing. Ice cream has various kinds of products, usually comes from abroad, e.g Italian ice cream, turkey ice cream. However Indonesia also has traditional ice cream which is can we find in suburb es potong, es tong-tong. The evidence is prove that ice cream is one of favorite food from childhood until adult, we can innovatively make the ice cream based on our target market.

Ice cream usually begun with middle industry (ice cream cafe), it is for high income target market. But the different situation if we talk about Indonesia traditional ice cream (es potong or es tong-tong), it is home industry mostly with low income target market. The society in the world mostly like ice cream and also in Indonesia, this evidence will help us to marketing this product.

Campina as an original ice cream brand from Indonesia have gotten 25% - 30% of market share in Indonesia and they only start export activity to Timor Leste. This fact is a prove that Indonesian ice cream has difficult to enter the global market, hence they only sells the taste.

We will make differentiated in our product, we are offering not only taste but also healthy and good system. We used self-service method, the purpose is makes customer involved in our service. We will give opportunities for local partner to be a franchisee, one of our method enter the global market (export activity).

Focusing Marketing Strategy

It involves careful evaluation of the market opportunities available before narrowing down to focus on the most attractive target market and marketing mix. We have to understand the market categorize, monopolistic market has many players who are sells the similarly product. The diversification of ice cream is only in product attribute, whereas the producers must actively promote

their product. The price elasticity of demand toward ice cream is relatively low, whereas the producers can make pricing until a point.

However the large demand of ice cream has several problem that havent fully solved by current production, such as

1. Ice Cream mostly is high cholesterol. Think of our target market is student, where they have much information and knowledgeable

2. Ice cream is special product, which have special temperature and special packaging.

3. Consumers are aware of ice creams nutrition issue. The knowledge of our target market (students) will make us do something toward ice cream, whereas they can get added value when enjoy our product.

Mage Gelato present to solve the problem, we will make tasty, healthy, and trendy. In marketing mix bellow will explain our strategies to solve the problem.

STP (Segmenting, Targeting, Positioning)

Segmentation, targets, positioning are tools for analyzing our product and target market, the purpose is affectivity and efficiency to get the right marketing mix.

The model below is displaying how to get our target market

A. Segmentation

Segmenting Product

Hangout Package Family Package

Age 18-30 18-40

Job Student (bachelor degree) Student (bachelor degree, master degree)

Life style Practice, hangout lover, modern Busy, active in organization, high tolerance, economic

Product description Self-services, single product on the plate

5 ice creams for maximum in one package

B. Targeting

Target market for Hangout Package is student in all economic status more to individual in UI as Mage Gelato is priced relatively low, the students who are like experiment with our product. For family package, the target market is organization, community and family in Universitas Indonesia. Specifically, based on behavioral attitude, the people who are more aware of particular health, social, and environmental issues are more likely to be our potential customers also (potential target market).

Focus on Mage Gelato target market for start-up is student in Universitas Indonesia. Total population of Universitas Indonesia id around 35.000 students every year, all of them stay on campus more than 8 hours per day. They are the potential market, because our product is high flexibility (tasty, healthy, low price, uniquely).

C. Positioning

The image builds in Mage Gelato is as a tasty, healthier ice cream, uniquely and best services. While current ice cream product has an issue on its bad nutrition, we come for answers these worrying with healthy raw materials. Unlike the other ice creams, Mage Gelato aims to position its self as modern services with its different features and strong brand awareness.

The flower chart below is displaying core product and supplementary services

Ice Cream

Website & Socmed

Consul to Our Outlet Keeper

Direct order, via SMS

Hospitality, healthy, uniquely, trendy

Cash

Bon/struck

Self service

Campus security

Competitor Analysis

Mage Gelato

Monas Ice Cream

Based on our observation, we found only one competitor in the same market, it is Monas Ice Cream. Based on diagram, Mage Gelato has many competitive advantages, we are the leader almost all of the criteria except on pricing. But price is not barrier to be a market leader, because we can offer more than our competitor.

Brand Equity (Competitive Advantage)

Make Cool your days with Mage Gelato Tasty!

The value propositions that Mage Gelato offers to consumers:

Affordable Price: offer healthier Ice Cream by relatively charge same affordable price.

Healthier Ingredients: use high nutrition ingredients to produce healthier ice cream.

Special Flavor: offer special flavor differently from other Ice Cream for Mage Gelato.

Simpler and Unique Design Package: have a suitable package for high-mobility consumers and have unique fancy design to strengthen the brand unlike the other ice cream.

Nutrient Variance

Service Design Product Design

Healthy Price

5

4

3

2

1

Packaging Design and Value

a. Hangout Package Simple & Elegant

b. Family Package Meaningful & Eye Catching

Marketing Mix

a. Product

Mage Gelato will be sold in 2 kinds which are hangout package and family package. Hangout package will served by plate or by hand, whereas family package will served by unique packaging which is can keep the temperature and can enjoy together with your family at home.

Mage Gelato is ready to consume packaged ice cream that is made from whey protein milk and oat bread. Whey protein milk is answer of high cholesterol issue, and oat bread will make health of its nutrition.

We will use whey protein milk as raw materials for ice cream, because have high protein. For every 30g we will get 25g protein, 1g fat, 20mg cholesterol, 30mg sodium, carbohydrates 2g, calcium, vitamin A and iron.

Protein is the most important in milk, this substance is mainly purpose when we drink the milk. Yoghurt has high protein and will support to increase consumers healthy. Whereas Carbohydrate, fat and cholesterol are substances which are must to avoid, because the substances will make unsuccessful consumers diet program. Whey protein will answer the apprehensive.

Oat bread is the lowest carbohydrate and fat, every 67 kilocalorie (regular slice) has protein 2.37g, 12.26 carbohydrate, 0 cholesterol, sodium, potassium. The substances could be substitute of rice.

b. Price

Hangout Package = 7.000,- (IDR)

Family Package = 25.000,- (IDR)

c. Promotion

In ice cream industry as general, most of the company have specific promotional tools. For example Campina which is build togetherness in a family, whereas Magnum builds exclusive image in their consumers. Mage Gelato comes from uniquely idea, uniquely product and uniquely service, we also develop the uniquely marketing strategy. Mage Gelato intend to have strong brand awareness and strong brand equity and become top-of-mind of healthy ice cream.

We have 3 marketing tools

1. Advertising

We have several purpose of advertisings

a. Brand advertising, comparative advertising and reminder advertising

We will demonstrate the advantages of our product, compare with another product and make unique brand (Mage Gelato), whereas consumer can be aware

and remember to our product. We will make some posters and will patch on strategic location in our campus. We know the students habits and we will make poster design based on their attitude, e.g informative, unique, and artistic.

b. Industry advertising

The purpose of this advertising is increasing consumer industry awareness, we will emphasize to low fat milk, whey protein milk and oat bread.

c. Digital Marketing

Interesting facts about digital marketing: Markplus research found that the number of Indonesian Internet users towards the end of 2012 has reached 61.08 million people. 40% of Indonesian internet users (24.2 million) access the Internet more than 3 hours per day. 58 million people (95%) go online from notebooks, netbooks, tablets, or cellular devices. Largest community of Internet users are dominated by the middle class between 15 and 35 years old. Nielsen research, 14% of people trust ads, 78% of people trust consumer recommendations. Seeing how strong the penetration of digital marketing and word of mouth, Mage Gelato also uses digital marketing to promote, informing, maintaining customer relationship, and widens the market at once.

Website Information, Online Sales Portal, Monitoring System

Mage Gelato Website will be designed very fancy to attract potential consumers. Website will be containing such product information and the brand equity (incl. product formulation), story behind, community empowerment, the company itself, and the online sales portal for Mage Gelato with minimum amount of purchase. Besides, website can be a monitoring system for our agents to a better furcating in matching the demand and supply.

Customer Relationship - Consumers Forum: A consumers forum is formed also through website that

welcoming consumers to give the feedbacks towards product and company. This is one of customer relationship ways in Mage Gelato.

- To attract existing consumers to know more behind Mage Gelato, every single minimum direct purchase will be informed with website address and request the consumers to leave any feedbacks towards product. By giving feedbacks, they will have a bonus of Mage Gelato. This is one way of educating consumers towards the healthier, tasty, and social beneficiary Ice Cream.

Documentations Mage Gelato could also make video commercial, production and community empowerment video, or such other documentations in web.

Social Media The use of social media to promote the scented balm could be in many ways, such as:

Product Information Online Promotion through Quizzes

Some quizzes about Mage Gelato can also be made to increase the awareness of the product. With the prizes can be coupons (product discount) or free Ice

Cream to get the consumers try the benefits and the quality of the product once to trigger the repetitive purchase then. The Quizzes could be answering some questions or making some opinions after experiencing Mage Gelato products through @MageGelato as twitter. While answering the quizzes in Twitter, tweeps should put a hashtag about IceCream (example: #IceCream #AgentOfChange). It can be an effective to spread the word of mouth of Mage Gelato.

Customer Relationship Consumers can give the feedbacks, inputs, insights, and also ask directly about Mage Gelato.

Customer Tracking/Monitoring Social media can be used to see the traffic of what consumers talking about Mage Gelato.

2. Personal selling

Personal Selling targets to establish relationship with new group of customers, maintaining relationship with existing customers, also enhancing the relationship and getting sales in the long run. Our own employees, outlet keeper, will do the personal selling to the relations in and outside their area triggered by the increase of their basic salary if target is reached. Personal selling reaches out the consumer directly, is the best way to consumer to purchase with great advices come from friendly and easily getting the feedbacks from consumers towards our product.

We will make good relation with internal organization, student community, student events, staff on campus and student as general. All of them are our potential consumers, we have get their awareness.

3. Sales Promotion

The purpose of this marketing strategy is influencing Mage Gelato target market. We have 3 ways

a. Rebate

We will give cash back (rebate) to our consumer who are celebrate him/her birthday, he/she can free enjoy Mage Gelato after disclose ID card. Hopefully this strategy can encourage their awareness and satisfaction, the end of the purpose is consumer loyalty.

b. Free Sample

Free sample is another way to introduce the product. Mage Gelato gives free small size sample for consumers through several target market that we wish to partner with. We start relationship to target market this stage, we will give free sample to internal organization, internal event, student as general and staff.

They have power in our campus and high possibility would be happen world-of-mouth. They have high interaction, many relations (link), and we will advantage of them. By trying the product, the consumer would experience the true quality of the product that will trigger the purchase, not only one single stop purchase, but the repetitive purchase.

c. Premium

Mage Gelato gives gift or discount for special consumers in special time. For example discount in Mage Gelato Anniversary

Promotion Flow (AIDA)

d. Place

Canteen Mage Gelato will be sold through facultys canteen, and cooperatives in Universitas Indonesia for star-up, mostly for hangout package.

Mage Gelato Outlet Official sales representatives of Mage Gelato who sell Ice Cream directly to consumers or distribute to every area in Jakarta, for 5 year after start-up.

Mega Gelato Cafe We will make center cafe in Jakarta, the disables and ex addict will collaborate each other. They are hidden power.

Online Sales Portal in Website Consumers can buy Mage Gelato by online with minimum amount of purchase.

D. Human Resource Allocation

A. Need Analysis

In the start-up phase, we need several staffs and workers to accomplish the operational, marketing, and sales tasks. In total, we need 5 workers and 1 staff with details:

1. Operational division In this division, we need five workers taken from difabel association that work under

guidance of Chief Operation Officer. One person is responsible to take care of material, including make an order to the supplier, ensuring the arrival schedule of raw material, sorting

Message in Package Advertising Hidden strength

Brand awareness Brand equity Purchasing intention Customer satisfaction

Website Social Media Internal student organization

Free sample Discount Premium Rebate Online promotion (quizzes) Attention

Interest Desire

Goal

the raw material, and prepare the material to be processed in next phase. Three people are needed to carry out production steps, start from cut ingredients up to serve the ice cream as finished product which ready for combined with other ready to use ingredients. And the last person will be responsible to packing the ice cream product and deliver it to the main operation store. Chief Operation Officer has responsibility to manage all of process and control the work.

2. Marketing and Sales division This division is headed by Chief of Marketing and has one staff since we only operate one

store in the start-up phase. The staff is responsible to sell all products directly to the consumers in our outlet. He will operate the final process of production which is combine ice cream with the bread and toppings and serve the products. He will also support the marketing activities by promoting the brand to the prospective consumers.

Any tasks and activities related with financial aspects will be directly managed by Chief

Financial Officer while Human Resource development will take care of any tasks and activities related to staffs recruitment, workers skill development, and welfare.

In business growing phase, we will hire more staffs and add new workers to handle additional store that located in Jakarta and West Java. Besides, as the business start to grow, we will hire a staff for administrative function and a staff for external relation functions that lead by Human Resource Development division. Adding workers in operational division means increasing role of difabel people in our business. In short, our business growth will give more advantage to the difabel association.

B. Workforce Analysis

By operating in Depok, West Java, we will empower local citizen who has physical abnormalities. Total number of difabel citizen in Depok is about 335 people (source: BPS Depok). Unfortunately, only 0.95% of those number get educated up to bachelor degree, even about 70.52% of them are not educated well and only get formal education until elementary school.

Most of them who arent get enough formal education and barely survive through unstable seasonal jobs. Those people are our target. By empowering them, we will give positive impact to the social issues. And looking from the large number of that segment, we believe that there is a large opportunities to get workers and staffs in Depok area. But the challenge is most of them arent educated well and have little experiences in business area so we will utilize HRD function to face this challenge.

C. External Factors Analysis

Several issues that can affect human resource performance to meet business objectives are education, policy, welfare, and labor relation management. As stated before, low level of education has been forced us to maximize utilization of HRD function through technical training, basic financial and management education, marketing and sales skills training, and also psychological motivation training.

Welfare issues are commonly sensitive issue that must be considered carefully in order to give optimal benefit to all involved parties. We will use a profit sharing to the difabel association and give a monthly salary to staff who worked in the outlet based on the minimum wage according to government policy. Besides, we will give extra bonus to the outstanding workers every month with intent of encourage them to work as best as they can.

In addition, we will maintain good relationship with our worker and difabel association through internal events that held twice in a year. We will also maintain good relationship with supplier by showing our credibility, professionalism, and taste of kinship.

Budget Allocation and Financial Planning 9

The following sections lay out the details of our financial plan for the next five years.

Here are the detail measurement of Mage Gelato Projection.

Initial Investment

Production Plan

Sales Plan

Description Amount Marked Up Price

Building rent 3.500.000 3.675.000

Stove 800.000 840.000

Mixer 500.000 525.000

Hot Plate 1.000.000 1.050.000

Freezer 1.000.000 1.050.000

Container 800.000 840.000

Ice Cream Maker Machine 1.500.000 1.575.000

Cooking Torch 2.400.000 2.520.000

Total 11.500.000 12.075.000

Mark Up 5%

Production Capacity 36.000 pcs

Description 2014 2015 2016 2017 2018

Production Plan 36.000 36.000 36.000 36.000 36.000

Capacity Used 35% 55% 80% 87% 90%

Produced 12.600 19.800 28.800 31.320 32.400

Uraian 2014 2015 2016 2017 2018

Initial Inventory 0 175 275 400 435

Produced 12.600 19.800 28.800 31.320 32.400

Ending Inventory 175 275 400 435 450

Sold 12.425 19.700 28.675 31.285 32.385

Variable Cost per Pcs

1. Non-fat Milk 1000 rp

2. Fat-free powdered milk 1000 rp

3. Corn syrup 500 rp

4. Egg 1000 rp

5. Vanilla extract 200 rp

6. Fruits 500 rp

Total 4200 rp

COGS

Operational Expenses

Selling Price

Uraian 2014 2015 2016 2017 2018

Raw Materials

Initial Inventory - 52.185.000 1.155.000 1.680.000 1.827.000

Purchased 52.920.000 83.160.000 120.960.000 131.544.000 136.080.000

End Inventory 735.000 1.155.000 1.680.000 1.827.000 1.890.000

Used 52.185.000 134.190.000 120.435.000 131.397.000 136.017.000

Wage and Salary 10.800.000 11.340.000 11.907.000 12.502.350 13.127.468

COGM 62.985.000 145.530.000 132.342.000 143.899.350 149.144.468

Initial WIP 0 349.917 808.500 735.233 799.441

Ending WIP 349916,6667 808500 735233,3333 799440,8333 828580,375

Total Production Cost 62.635.083 145.071.417 132.415.267 143.835.143 149.115.328

Initial Finished Goods - 1.282.197 1.264.382 1.836.975 2.002.011

Ending Finished Goods 869.932 2.014.881 1.839.101 1.997.710 2.071.046

COGS 61.765.152 144.338.733 131.840.548 143.674.407 149.046.293

Ending WIP 2 Days

Preoduction Volume 12.600 19.800 28.800 31.320 32.400

Cost/Unit 4971 7327 4598 4592 4602

Uraian 2014 2015 2016 2017 2018

Administration Expense 500.000 500.000 500.000 500.000 500.000

Electricity Expense 5.500.000 5.775.000 6.063.750 6.366.938 6.685.284

Water Expense 1.500.000 1.575.000 1.653.750 1.736.438 1.823.259

Telecomunication Expense 1.200.000 1.260.000 1.323.000 1.389.150 1.458.608

Transportation Expense 3.000.000 3.150.000 3.307.500 3.472.875 3.646.519

Maintenance Expense 2.000.000 2.100.000 2.205.000 2.315.250 2.431.013

Marketing Expense 7.000.000 7.350.000 7.717.500 8.103.375 8.508.544

Depreciation Cost 1.207.500 1.207.500 1.207.500 1.207.500 1.207.500

Total 21.907.500 22.917.500 23.978.000 25.091.525 26.260.726

Description 2014 2015 2016 2017 2018

COGS 61.765.152 144.338.733 131.840.548 143.674.407 149.046.293

Operational Cost 21.907.500 22.917.500 23.978.000 25.091.525 26.260.726

Total Cost 83.672.652 167.256.233 155.818.548 168.765.932 175.307.019

Unit Sold 12.425 19.700 28.675 31.285 32.385

Cost/Unit 6.734 8.490 5.434 5.394 5.413

Increase 26,07% -36,00% -0,73% 0,35%

Selling Price 7.000 7.500 7.500 7.500 7.500

Revenue 86.975.000 147.750.000 215.062.500 234.637.500 242.887.500

Income Statement

Working Capital

Description Beginning 2014 2015 2016 2017 2018

Revenue 86.975.000 147.750.000 215.062.500 234.637.500 242.887.500

COGS 61.765.152 144.338.733 131.840.548 143.674.407 149.046.293

Gross Profit 25.209.848 3.411.267 83.221.952 90.963.093 93.841.207

Initial Investment

Operational Expense 21.907.500 22.917.500 23.978.000 25.091.525 26.260.726

Operating Profit - 3.302.348 (19.506.233) 59.243.952 65.871.568 67.580.481

Interest Expense - - - - -

EBT - 3.302.348 (19.506.233) 59.243.952 65.871.568 67.580.481

Tax (PPn 20%) 660.470 (1.950.623) 5.924.395 6.587.157 6.758.048

Net Income - 2.641.879 (17.555.609) 53.319.557 59.284.411 60.822.433

Profit Margin 3,0% -11,9% 24,8% 25,3% 25,0%

Description 2014 2015 2016 2017 2018

Current Asset

Inventory

Finished Goods 869.932 2.014.881 1.839.101 1.997.710 2.071.046

WIP 349.917 808.500 735.233 799.441 828.580

Raw Materials 735.000 1.155.000 1.680.000 1.827.000 1.890.000

Total 1.954.848 3.978.381 4.254.334 4.624.151 4.789.627

Current Liabilities

Account Payable - - - - -

Net Working Capital 1.954.848 3.978.381 4.254.334 4.624.151 4.789.627

Incremental Working Capital 1.954.848 2.023.532 2.230.802 2.393.349 2.396.277

FUNDING

Equity 100% 1.954.848,38 3.978.380,79 4.254.334,26 4.624.151,15 4.789.626,60

Loan 0% - - - - -

Total 100% 1.954.848,38 3.978.380,79 4.254.334,26 4.624.151,15 4.789.626,60

Interest Expense 7% - - - - -

Provision Cost 1% - - - - -

Incremental Equity 1.954.848,38 2.023.532,41 275.953,47 369.816,89 165.475,45

Incremental Loan - - - - -

Calculation of NPV, IRR, PAYBACK PERIOD, PI, B&C RATIO

Cost of Capital

Payback Period

Profitability Index

Benefit and Cost Ratio

0 1 2 3 4 5

Uraian 0 2014 2015 2016 2017 2018

Cash Inflow

EBIT (1-t) 2.641.879 (17.555.609) 53.319.557 59.284.411 60.822.433

Depresiasi 1.207.500 1.207.500 1.207.500 1.207.500 1.207.500

Fixed Asset Residual 6.037.500

Nilai Sisa Modal 4.789.627

Total Cash Inflow 3.849.379 (16.348.109) 54.527.057 60.491.911 72.857.059

Cash Outflow

Initial Investment 12.075.000

Incremental Working Capital 1.954.848 2.023.532 2.230.802 2.393.349 2.396.277

Total Cash Outflow 12.075.000 1.954.848 2.023.532 2.230.802 2.393.349 2.396.277

Net Cash Flow (12.075.000) 1.894.530 (18.371.642) 52.296.255 58.098.562 70.460.782

PVIF 10,00% 1,000 0,9091 0,8264 0,7513 0,6830 0,6209

PV (12.075.000) 1.722.300 (15.183.175) 39.290.951 39.682.099 43.750.602

NPV 97.187.777 ProfitableIRR 85%

PAYBACK PERIOD 2,13 year

ProfitabIe Index 9,05

Benefit and Cost Ratio 4,57

Proporsi Cost of Capital CoC After Tax Perkalian

Equity 100% 10% 10,0% 10,00%

Loan 0% 10% 8,0% 0,00%

Total 100% WACC= 10,00%

0 2014 2015 2016 2017 2018

PV (12.075.000) 1.722.300 (15.183.175) 39.290.951 39.682.099 43.750.602

Accumulation (12.075.000) (10.352.700) (25.535.875) 13.755.076 53.437.175 97.187.777

Year 2 1 1 0 0 0

Month 1,54 0 0 1,538656926 0,00 0

Payback Period 2,13 tahun

0 2014 2015 2016 2017 2018

PV (12.075.000) 1.722.300 (15.183.175) 39.290.951 39.682.099 43.750.602

Cash flow 109262777,14

Initial Investment (12.075.000)

Profitability Index 9,05

0 2014 2015 2016 2017 2018

PV (12.075.000) 1.722.300 (15.183.175) 39.290.951 39.682.099 43.750.602

Positive Cash flow 124445952,24 - 1.722.300 - 39.290.951 39.682.099 43.750.602

Negative Cash Flow (27.258.175) (12.075.000) - (15.183.175) - - -

Benefit & Cost Ratio 4,57

Statement of Cash Flow

Beginning 2014 2015 2016 2017 2018

Cash Inflow

Cash Revenue 86.975.000 147.750.000 215.062.500 234.637.500 242.887.500

Total Cash inflow 86.975.000 147.750.000 215.062.500 234.637.500 242.887.500

Cash Outflow

Administration Expense 500.000 500.000 500.000 500.000 500.000

Electricity Expense 5.500.000 5.775.000 6.063.750 6.366.938 6.685.284

Water Expense 1.500.000 1.575.000 1.653.750 1.736.438 1.823.259

Telecomunication Expense 1.200.000 1.260.000 1.323.000 1.389.150 1.458.608

Transportation Expense 3.000.000 3.150.000 3.307.500 3.472.875 3.646.519

Maintenance Expense 2.000.000 2.100.000 2.205.000 2.315.250 2.431.013

Marketing Expense 7.000.000 7.350.000 7.717.500 8.103.375 8.508.544

Income Tax 660.470 (1.950.623) 5.924.395 6.587.157 6.758.048

Fixed Asset Purchased 12.075.000 1.207.500 1.207.500 1.207.500 1.207.500 1.207.500

Total Cash Outflow 12.075.000 22.567.970 20.966.877 29.902.395 31.678.682 33.018.774

Difference between cash inflow and outflow (12.075.000) 64.407.030 126.783.123 185.160.105 202.958.818 209.868.726

Cash Beginning - 66.361.879 62.444.777 124.946.130 80.406.038

Cash Ending (12.075.000) 64.407.030 60.421.245 122.715.328 78.012.689 129.462.688

FINANCING

Fixed Asset Investment 12.075.000

Equity 12.075.000

Debt 0

Total 12.075.000

Working Capital

Equity 1.954.848 2.023.532 2.230.802 2.393.349 2.396.277

Debt - - - - -

Total 1.954.848 2.023.532 2.230.802 2.393.349 2.396.277

Total Financing 12.075.000 1.954.848 2.023.532 2.230.802 2.393.349 2.396.277

Cash Ending - 66.361.879 62.444.777 124.946.130 80.406.038 131.858.965

Balance Sheet

Feasibility Measurement

Beginning 2014 2015 2016 2017 2018

Asset

Current Asset

Cash - 66.361.879 62.444.777 124.946.130 80.406.038

Receivable - - - - -

Inventory

Finished Goods 869.932 2.014.881 1.839.101 1.997.710 2.071.046

WIP 349.917 808.500 735.233 799.441 828.580

Raw Materials 735.000 1.155.000 1.680.000 1.827.000 1.890.000

Total Current Asset - 1.954.848 70.340.259 66.699.111 129.570.281 85.195.664

Fixed Asset

Equipment 12.075.000

Accu Depreciation 1.207.500 2.415.000 3.622.500 4.830.000 6.037.500

Total Asset 12.075.000 3.162.348 72.755.259 70.321.611 134.400.281 91.233.164

Liabilities and Equity

Current Liability

Account Payable 0 0 0 0 0 0

Short-term Bank Loans 0 0 0 0 0 0

Total Current Liabilities 0 0 0 0 0 0

Non Current Libilities

Long term Debt 0 0 0 0 0 0

Total Liabilities 0 0 0 0 0 0

Equity

Owner's Equity 12.075.000 14.029.848 16.053.381 18.284.183 20.677.532 23.073.809

RE (13.509.379) 74.257.488 (1.282.129) 54.438.338 7.336.923

Net Income - 2.641.879 (17.555.609) 53.319.557 59.284.411 60.822.433

Total Equity 12.075.000 3.162.348 72.755.259 70.321.611 134.400.281 91.233.164

Total Liablities and Equity 12.075.000 3.162.348 72.755.259 70.321.611 134.400.281 91.233.164

Description 2014 2015 2016 2017 2018

Profit Margin 3,0% -11,9% 24,8% 25,3% 25,0%

ROI 3,16% -10,50% 34,22% 35,13% 34,69%

ROA 84% -24% 76% 44% 67%

Documentation 10

The Crowds at canteen of Faculty of Engineering, Universitas Indonesia

Launch Atmosphere at canteen of Faculty of Engineering, Universitas Indonesia

Documentation of our partner PPDI

Materials to be donated Preparation to distribute the materials

Distributing a social assistance for Disabled People IT Training for Disabled People

Workshop for Disabled People Conference for Disabled People