CHAPTER1

INTRODUCTION

1.1Background

Planning is the process ofsettingobjectives anddetermining actions toreach

them.Toplanmeanstoprovidesdirection,reducesuncertainty,minimizeswasteand
redundancy,andsetsthestandardsforcontrolling.Surelyinbusiness,itisnecessaryto
planorwhatwecalledBusinessPlan.
Inthispaper,weasagrouparedoingabusinesscalledHAWALA,anonline
fashionstore,andmakethebusinessplanofHAWALAtofulfillfinalassignmentof
managingcooperativessubjectinthissemester.

1.2ProblemFormulation
WhatisthebusinessplansforHawala?

1.3TheoreticalBasis

A written document that describes in detail how a new business is going to

achieveitsgoals.Abusinessplanwilllayoutawrittenplanfromamarketing,financial
and operational viewpoint. Sometimes a business plan is prepared for an established
businessthatismovinginanewdirection.
A business plan includes a description of a company or small business, its
servicesand/orproductsandhowthebusinesswillachieveitsgoals.Theplanincludes
theoverallbudget,currentandprojectedfinancing,amarketanalysisanditsmarketing
strategyapproach.Inabusinessplan,abusinessownerprojectsrevenuesandexpenses
foracertainperiodoftimeanddescribesoperationalactivityandcostsrelatedtothe
business.

Theideabehindputtingtogetherabusinessplanistoenableownerstohavea
moredefinedpictureofpotentialcostsanddrawbackstocertainbusinessdecisionsandto
helpthemmodifyaccordinglybeforeimplementingtheseideas.

CHAPTER2

ANALYSIS

2.1History
HawalawascreatedandestablishedearlyinJune2015.Itwascreatedatfirstafter
ourbrandwasinspiredbythehypeandthestreetweartrendthatarehypedinthisera,
especiallyfortheyouthandtheteengenerationrightnow.Atfirstwhenthetrendofthe
hiphopmemorabiliaclothing;theBomberJacketandtheCoachJacketwasontrendand
aresoldonahighpricewithinthemarket,Ourteamareinspiredandwetriedtomake
ourownBomberjacketwithourowntailorthatareofhighqualityandaffordableand
alsoreasonableprice.Aftertheresultscameoutgoodandthepubliccamewithahigh
interestinourjacketwesawanopportunitytocreateamarketinthelocalyouthscene
thattargetsthegoodqualityjacketsthatwehadandtheaffordablepricethatweprovide.
Thusourbrandwascreatedmainlyinspiredbythelate80shiphopmemorabilia,the
skatingsceneandsomeofthe90snewwavesceneallofthatcombinedcreatingthemost
accessiblewayfortheyouthtoexpressthemselvesthroughourclothingline,comparable
tootherintrendforeignbrandwithmoreaffordableprice.AndthusHawalaCompany
wascreated.
2.2DescriptionofBusiness
HawalaisanindustrialcompanyestablishedonJune2015engaginginfashion
whichspecificallytargetingproductivedemographyintheagebetween16to25years
old. As a startup online clothing store, we will intentionally sell high quality yet
affordableapparelforyouthinthestreetweareras.Weemphasizeourmarketingtoolby
wordofmouthandalsosocialmedia,suchasinstagram(instagram.com/hawala).Weare
focusingourproductintheretailofcoachjacketaswellasdesignedtshirt,whichare
arguablyatrendin2015to2016amongyouth.

By closely following generational fashion trends, especially in the streetwear

areaaswellasourowncostumerspurchasingpreferences,wewilltailorourinventoryto
meetthespecificneedsofourcostumers.Wewillsolelyfocusonourstyleandqualityto
flattertheneedsoftodaysyouthdesiredonaffordableyethighqualitycoachjacketand
tshirt.
Becomingthefirsthighqualityfastestrisingbrandthatbroughtstreetwearasa
theme,whichputaheadqualityandcostumersatisfactionwhilesellingataffordableprice
isourvision.InspiredbytodayworldstopstreetwearbrandssuchasStussy,Supreme,
Stampd,Kith,AntiSocialSocialClub,andBiancaChandon.Wearefocusingourproduct
salesinhighmobilityareasuchasJakartaandBandung,especiallytothoseuniversities
studentswhohavethesametaste.
Themaintechniquesofourmarketingtoolarethroughwordtomouthandsocial
networking(instagram,twitter,facebookandwebstore).Intermsofpromotion,wewill
provideanexplanationforourprospectivecostumers,highlightingouruniqueness,which
are doublesided yet waterproof coachjacket, so that our targeted costumers are
interestedtobuyourproducts.
Forourbusinesscapital,weestimatetheamountofRp20.000.000;whichwealready
predictforthecostofproduction,marketinganddistribution.
Ourobjectivesinclude;

Tobealocalchannelofhighqualityyetaffordablestreetwearfashionthatcaters
totheapparelneedsofnowadaysyouth

Toachieveanamerecognitioninlocalstreetwearfashion

To earn revenue from costumers purchases of our products with firstyear

incomestatementillustratesaprofitmarginofatleasttwentyfifthpercent,witha
netincomeofRp2.000.000;permonthaftertaxes.

Tohaveacostumerbaseof350bytheendofthefirstoperatingyear

Background
Thebackgroundofthemakingofthisproductisbecauseweseethatthedemand
forclothesespeciallystreetwearisalwaysgrowing,asthedemandforstreetwearsuchas
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tshirtandcoachjacketaregrowingnowadaysandalsothattherearenotmanylocal
brands that produce good quality coach jacket. From our observation shows that
nowadayspeopleprefertowearstreetwear,becausemanypeoplearenowfollowingthe
currentofthehypeclothingandfashion,butnotmanypeoplecouldfulfilltheirwants
becauseoftheirbudgetconstraint,asmanybrandsputarelativelyhighpricetotheir
products.Therefore,wechosetomaketheproductHAWALAtofulfilltheneedsofthe
people.
Also as an economic people, we cannot deny the fact that price is a crucial
considerationwhenitcomestobuyingaproduct.Inotherwords,peoplewanttobuy
somethingwithahighqualitybutalsowithareasonableprice,anditleadsustoproduce
thisproduct.

DescriptionofProduct
HAWALA streetwear is a product unlike any other clothing products, even
thoughtherearemanybrandsthatofferstreetwear,weofferadifferentkindoftshirtand
coachjacket.Wedonotonlyofferagoodclothes,butwealsoofferqualityandartinour
products.Fromthematerialitselfweuseourownmaterialwhichisreallylightandsuits
forpeoplesdailyactivities.Wealsoofferauniquedesignforourproduct,whichis
designedfromourcreativedesignerfromscratchusingrealsketchfromapencilwhich
thenistransferredtothetshirtusingaspecialtechnique.Asidefromitsspecialmaterial
anduniquedesign,weofferourproductwithanaffordableandrelativelycheapprice.
Forourproductpackaging,weuseaspecialpaperbagwhichcanrecycledand
usedmanytimes,sowealsocontributeinhelpingandmaintainingtheenvironment,by
reducingthewasteinourenvironment.Alsoourpackagingisdurablesoitcanbeused
formanyotherfunctions.

2.3DefinitionoftheMarket

TargetMarket
Ourtargetmarketfocusesonmenandwomenattheiryoungage,fromjunior
highschoolstudents,highschoolstudents,collegestudents,toworkingpeoplewhowant
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somethingcomfortable,artistic,yetstylish.Ourproductsaretargetedforpeoplewho
lookforaproductwithcomfortabilityandartisticdesign,becausesomeproductstoday
do not offer these kinds of criteria which causes people to be disappointed and not
satisfiedwiththatkindofproduct.Eventhoughthetargetmarketvariesatmanyages,
ourmaintargetremainsforpeopleattheiryoungageespeciallycollegestudents.We
chosecollegestudentsasourmainfocusbecausecollegestudentshavetheirfreedomin
choosingwhatclothestoweartotheircampus,andalsothatmanycollegestudentswant
tolookhypeandcoolwithanaffordableprice.

MarketAnalysis
Segmentation

1.Geographicsegmentation
ThesellingofHAWALAproductsaretargetedforurbancitizenlivinginthecityarea,
whichismostlyaffectedbythisworldwidetrend.Thesepeopletendstocaremoreabout
theirlooksandstylecomparedtootherarea.

2.Demographicsegmentation
ThesellingofHAWALA is targetedforpeoplewithneedsofcomfortability,stylish
looks,andalsothebasicneedsofsimplicity,andthesellingofHAWALAaredoneusing
socialmediaandtheinternet,thereforepeopleinunreachedareacouldalsobuyour
product.

CompetitorAnalysis
Competitorsareaninevitableobstacle,becausetherearevariousbrandsinthe
marketfromthesmallbrandstothesuperiorbrandsthatproducestreetwearespeciallyt
shirt.Eventhoughtherearemanycompetitors,weareconfidentthatthecompetitorswill
notaffectourproductsales,andwillmaketheconsumerstobuyourproductsbecauseof
ouruniquenessandspecialty.Thisdoesnotshowthatourproductisnotcompetentfor
the market, but because we still need time to make the consumers interested in our
products,andalsotogettheirtrusts.

IndustryAnalysis
Nowadaystheindustryforclothingiskeepongrowingandexpanding,because
the demands for clothing itself is keep on increasing. The clothing industry also
contributeindevelopingtheeconomy,becausetherearemanyentrepreneursinIndonesia
thatcreatesmanybrandsthatproduceclothesthatincreasethenationalincomeinthe
countryitself.However,clothingbrandsinIndonesiaisstilldefeatedbyforeignbrands
whichIndonesianpeoplemoreprefer,webelievethatourproductcouldbeinthesame
levelasthisforeignbrands.Therefore,Indonesianbrandcouldalsobeknownworldwide.

2.4DescriptionofProductsandServices
Whatistobedevelopedorproduced
HAWALAproductsarecurrentlyavailableinthemarket,howeveritiscurrently
available through the website only. In this season HAWALA have produced our
signaturetshirtandcoachjacketandareintroducingtwonewarticlestothemarket,
whicharethewaterproofcoachjacketandalongsleevesweatshirt.HAWALAisstillin
thedevelopingstageformakingabetterproductbyaskingforfeedbackfromthebuyers.

StatusofResearchandDevelopment
Our brand currently is still looking for a better machine to manufacture our
product,wearestilllookingforthebestmachineandmaterialtomakeagoodqualityin
ourproduct,becauseHAWALAheavilyrelyonourownmachinery,andwewantedour
producttolookaswhatweimagineandwhatwewantedtobe.
Fornow,HAWALAsmaintargetfocusispeopleattheiryoungage,butweare
planningtoexpandourmarketifourproductarewellknownbypeopleinthefuture.We
alsoplanonexpandingourtypesofproducts,weareplanningtoaddhatsandpantsto
our collection, and we are also planning on collaborating with famous brands and
designers.

StatusofPatents,Trademarks,andCopyrights

Untilnow,wedonothaveanytrademarksandpatentsforHAWALAyet,butwe
arestillonprogresstopatentourproduct.InIndonesia,trademarkisprotectedbythe
governmentenactmentno15year2001.Ourproductsemphasizedonoriginality,sowe
useourdesigncreatedbyourownartistfromscratch,ifthereisanysimilaritywithother
productsitspurelycoincidentalwithnointentiontoreplicateotherproduct.
2.5ManagementStructure
ThebusinessisconsistoffourmemberswhoareBilqis,Irfan,Usha,andShinta.This
chartbelowshowstheorganizationalchart.

Aswecanseeonthegraphabove,Shintaistheadministrationmanager.Shintawill
bemorefocusontheadministrationmattersforinstanceshewillorganizethe
customersneeds.Bilqisasamarketingmanagerwillbemorefocusonthemarketing
mattersforinstancethepromotionofthroughInstagramandothersocialmedia.Next,
Irfanasaoperationmanagerwillberelatedintothevendorandhasaresponsibilityinthe
designofourbusiness.Ushaasthefinancemanagerwillberesponsiblewiththefinancial
mattersinthisbusiness.
Sincetheorganizationalchartisparallelorinthesamelevelourcommunication
flowchartwillbecircular.Moreover,ifthereisaprobleminourbusinessthedecision
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makerwillbebasedonwhatsectorthathasaproblem.Forinstance,ifthereisaproblem
infinancialsector,Ushawillberesponsibletomakeadecisionwiththesuggestionfrom
othermember.

2.6ObjectivesandGoals
MarketingPlan
Ourmarketingplanwillbedividedintofiveways,
MouthtoMouth
Wedeliveredourproductsinformationthroughverbalcommunication.
Online
Wedeliveredourproductsinformationthroughwebsite.
Direct
Wecommunicatewiththecustomersdirectlythroughemail,posters,and
brochures.
SocialMedia
We promote our products through several social media such as Instagram,
Twitter,
Facebook,andline.
Affinity

Wemakeapartnershipwithotheralliancesinthesimilarsector.
ManufacturingPlan
Production
Theproductionmethodsandproductionprocesswillbedonebyour
acquaintancevendor.
Staffing
Thisbusinessisconsistoffourmembers.
Deliveryterms
WedeliveredourproductsthroughJNEsincethesystemispreorder

2.7FinancialPlan
WehaveconductedHawalaforayear,andhereisourrevenuesofar:

Inourfirstyear,wegetnetrevenuefromthesellingfrommostlytshirtsforRp
5.000.000,andforcostwespendmostforsalesandmarketingbecauseourproductsis
newlycometosocietysowethinkthatitisnecessarytospendforpromotingit.We
decided to have endorsement because people tend to follow actresses and actors.
Basicallywearepromotingviaonlinesowepaidforvendortodesigntheposterandetc.
Thenfollowedbyresearchanddevelopmentbecauseatthefirstyearwedidseveral
surveyaboutourproductsandtrialerror.
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2.8ProfitPlans
AsthefourofusarestillconductingHawala,wehavenothaveemployeesyet.
So,theprofitwillbedividedtothefourofusaswell.Asitcanbeseenfromourfinancial
planabove,weexperiencedlossinthefirstyearsothelosswillbedividedfour.Whilein
thesecondyearwealreadyearnincome,butwedecidedtokeep20%oftheincomefor
operatingexpenses,sothatmakestheprofitforeachpersonis20%aswell.

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REFERENCES
BusinessPlanDefinition.Investopedia.http://www.investopedia.com/terms/b/business
plan.asp#ixzz49wRCOCgb
Case,K.,Fair,R.andfriends.2012.PrinciplesofEconomics.10thed.Boston:Pearson.
WarrenS.,ReeveJ.,andfriends.Accounting.2016.IndonesiaAdaption.25thed.Salemba:
PenerbitSalembaEmpat.

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