Chapter I Introduction

1.1 Background
In nowadays, people too busy with their duty and forces from the job. They are required to have
to fast-paced follow-paced lifestyle dynamic. So they easily to be stress and dont have enough
time for considering their healthy lifestyle. There are many people have poor eating habits. Poor
eating habits include under- or over-eating, not having enough of the healthy foods we need each
day, or consuming too many types of food and drink, which are low in fibre or high in fat, salt
and/or sugar.
These unhealthy eating habits can affect our nutrient intake, including energy protein,
carbohydrates, essential fatty acids, vitamins and minerals as well as fibre and fluid.

Poor nutrition can impair our daily health and wellbeing and reduce our ability to lead an
enjoyable and active life.
So no wonder if there many people have problem with their digestive system because they dont
eat healthy and nutritious food.
Some people treat their bodies like a Ferrari, others, like a clunker.
A Ferrari-fed body is given a healthy diet with the right mix of carbohydrates, fats, proteins,
water, salts, vitamins, and soluble and insoluble fiber all requirements for avoiding
indigestion. If youre missing any of those, its a problem Good fuel enables the body to work
more efficiently.

In the short term, poor nutrition can contribute to stress, tiredness and our capacity to work, and
over time, it can contribute to the risk of developing some illnesses and other health problems
such as:

being overweight or obese

tooth decay

high blood pressure

high cholesterol

heart disease and stroke

type-2 diabetes

osteoporosis

some cancers

depression

eating disorders.

A good place to start is to:

have a good variety of healthy foods from the five food groups each day. For more
information see the Healthy eating for different ages and stages and Healthy Eating
tips sections

aim for two serves of fruit and five serves of vegetables each day

only occasionally eat sugary, fatty or salty food, and then only in small amounts

drink fresh, clean tap water instead of sugary drinks

switch over to healthy recipes that look and taste good

plan your meals ahead and shop for healthy ingredients

enjoy cooking and eating healthy food with family or friends and without distractions
such as the television.

Those poor eating habits over for better ones.

Good nutrition, based on healthy eating is one essential factor that helps us to stay healthy and be
active.
Here are foods to help you when youre having tummy troubles.
So we make Hainam instant rice, thats contains various nutrients from vegetable and chicken
broth which good for your healthy body.

Problem boundaries explain the extent of making the product in points.

1.2.1 List of Needs
Market Research and Development
We have conducted two research involving students and outsiders Prasetiya Mulya. Campuss
research. For Prasetiya Mulya, we distributing questionnaires to 150 respondents. Here is a list of
questions from the questionnaire:
questionnaires
We Student of Prasetiya Business School class of 2011, wants to ask for a little help would be
market research purposes. Here are some questions that we asked.
1. Do you frequently consume instant food (instant noodles, instant porridge)?
o Yes
o No

2. Is the reason you eat instant food?

o Delicious
o Compact and Fast
o Offers
o (Other) .......
3. Is the public perception that healthy food does not interfere with your instant?
o Yes
o No
4. Have you ever heard of Instant Rice?
o Yes
o No
5. What are the important factors to be considered you buy Instant Rice? (Sort 1-5, from most
important to not important)
o Sense
o Price
o Content of Nutrition (organic rice and without preservatives)
o Packaging
o Brief
6. At what price range you want to buy instant food with flavor (per serving) as well as the use of
organic rice and without preservatives?
o USD 4000 - USD 5000
o USD 5500 - USD 7000
o> USD 7000
Thank you for your participation
Name: Age: Occupation:
Based on the data that has been entered, we analyze several things, among others:
1. Most of responden claims often consume instant food

2. The main reason that makes respondents instant foods for instant and fast.
3. For the respondents to the health care of an instant food is balanced between the already caring
and not caring.
4. Most respondent claimed to have never heard of and tried instant rice products.
5. The main factors that are considered important to the respondents in the decision to buy instant
rice is followed by considerations of taste and price.
6. Desired price responen to buy instant rice products per one meal is Rp 4,000 - Rp 5,000. But
not a few responen are willing to pay a price range of Rp 5,500 - Rp 7,000.

1.2.2 Benchmarking
- What is the main function of the existing product?
The main function of the existing product is only offer the delicious and easy to serve for
example noodle instant food, but not too condidering about nutrientss contains from ingredients.
so its practice but not healthy.
- What kind of innovation that will be accepted or not
accepted by costumer?
The innovation will be accepted is healthy and nutritious food can be easily to cooked. Saving
time and keep your life healthy.
- Will the new commercialization method be applicable
if the characteristic of product is changed?
Of course, based our research and problem identification, we design product to fulfill the
consumer need and create additional value in our product for customer.
- What are the patents that protect the existing product
or the new product?

Patent that protect the existing product is brand registered, and for the new product , we will
protect it by brand registered. we patent our procedure to cooked and the contains of nutritious
food.

Chapter III Prototype

3.1 Product Description
Product
Based on the needs of our targeted market, we aim to offer products which are practical and
delicious for everyday consumption.
In the first years of our business, we will launch Hainan Rice in two sizes:
Single Serving 75 gram
Packed in microwave-suitable bowl, this size is very practical for people with active and fast
lifestyle who needs fast serving meals. It is suitable for everyday consumption as breakfast or
lunch, and its single serving size provides practicality yet nutritious food as a healthier
alternative to their consumption.
Our main target market are students, professionals, both male and female, aged around 17 up to
30 years old, having a fast lifestyle, and the most important is, they are health-concerned people.
The end price of this size will be sold for Rp 12.000,00. This price is selected based on cost plus
principle, in which we add 76% profit margin from COGS and another 30% margin for retailers.
This price is also considered normal for typical everyday meal.
Annarice is Hainam instant rice made with vegetable extract and chicken broth as the main
ingredients that rich of nutrients and taste well. Annarice creates healthier rice product with a
process called parboil. There are three stages (steeping, steaming, and drying) in which we add
some extracts from herbal, vegetable, and chicken broth. Rice's endosperm will absorb the
substance, so Annarice have higher nutrients and vitamins (vitamin B, vitamin A, and minerals
especially Na, K, Ca, Mg, and flavonoid) than common rice. Expired period Anna rice is 3
months.

3.2 Product's Brand, Logo, and Motto

Products Brands
Annarice
Brands name Annarice comes Anna, adapted from our friends name who have inspired our
team to make Hainam instant rice. Moreover thats name means good.
So as our dedicated for her contribution, we adopted her name as our brands name.
Logo
Annarice logo depicts the rice grains and the alphabet of A which means symbolize the brand.
Through the logo, we want each people who look this logo get impressed and when they look for
second time, they remember with Annarice product.

Motto
Easy and fast nutritious rice
Our moto describe the positioning of our product to be nutritious and healthy food for people.
Where they dont need to be ridiculous with long time preparation.

Chapter IV Product Manufacturing and Supply Chain

4.1 Production Capacity
This part explains the market segmentation of the product

and production capacity in accordance with the level of

demand.
The high growth rate of middle class society in Indonesia is astonishing, especially in urban
areas such as Jabodetabek. The population of this segment increases for about 7 million people
annually, and now has accounted for more than 100 million people nationally. Particularly in
Jakarta, the middle class is the largest segment with around 50% of the total population, or more
than 5 million people in number.
Middle class in Jakarta (2013)
>50% of total population
+5 million in number
> 8% annual growth rate
This growth is also supported by the increasing awareness of healthy lifestyle, which is indicated
by the increasing number of health-related businesses in Indonesia. The opportunity is even
higher for healthy food businesses in particular. People are becoming more conscious about work
life balance, in which food consumption is one of the most important aspects.
4.2 Manufacturing Process
This part shows the suggested manufacture method of the
product to ensure that all product specifications are fulfilled.

Processes:
The first step is to wash the rice and to make the seasoning paste. After the rice is washed, we
have to dry the rice using oven drying process.
The next step is mixing rice with the seasoning paste.
Then rice that has been mixed, dried in an oven.
The last stage is the process of packaging the product
All these processes must be carried out hygienically in order to reach the expiry period of 3
months, and human resource division will educate and train them. Maximum production capacity
for 4 workers with 7 working hours (per day) is 15 kilos.
This part consists of process flow diagram of the manufacturing
process including the detailed explanation, and description of equipment profile used for
manufacturing process.
efficiency.
4.4 Plant Location and Layout
This part explains consideration of choosing a location for
the plant, as well as its layout.

4.5 Raw Materials Supply

This part consists of supplier options of raw materials used.
The production flow consists of three stages: input, process, and output. For the input phase, we
purchase raw materials (rice) from "Gabungan Kelompok Tani (Gapoktan)". Gapoktan is a group
of farmers gathered as a tool for knowledge sharing and productivity improvement to foster
independent growth as well as helping farmers to obtain a more prosperous life. The next stage is
the production process, which will be done hygienically. After these processes, the product then
distributed to Jakarta and surrounding areas using a motorcycle.
4.6 Product Distribution
Strategy
Distribution channels:
Single Serving 75 gram
o Minimarket & Convenience stores
o Supermarkets
o B2B - Canteens and cafeterias
o B2B - Special catering
Our product can also be used by several organizations, such as public transportation manager in
which our product can offer huge practicality and cost saving.
Chapter V Product Economics
This part explains the economic analysis of the product, including
the capital cost and estimated selling price. The making of product
economics must be in accordance with economic analysis norm in the
Engineering Economics Subject.

5.1 Capital Expenditure

This part includes costs for equipment, installation, plant building,
plant site, and licensing, etc.

5.2 Operational Expenditure

This part includes costs for raw materials, utilities, maintenance,
labors, patent, distribution, marketing, insurance, etc.

5.3 Economic Analysis

This part includes product pricing, cash flow, and cost
breakdown.

5.4 Profitability Analysis

These financial indicator gives us information about the projection result about Annarice
businsess. The indicator give payback period under 1 year and positive return on investment. So
Annarice is very prospective business to run.
Chapter VI Conclusion and Suggestion
Annarice offer better life for people, minimize malnutrition problem, sustainable
environment, and give added value for commodities product, so it can increase the selling point.
Annarice is the best product for your healthy and nutritious food choices.