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 activities
Pre
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 making Wheat bread slicing Fruit 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 Customers
Production
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 mixture A-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-3
Put the mixture on ice cream
maker
O-7
Turn on the ice cream maker
S
Stock 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 bread
Put the ice cream
to bread
Preparations
Customer
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
Cooking
torch

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
Topping
Cooking
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 Profitable
IRR 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