PART I : Details of Your Team

1. School: SMA Negeri 1 Asembagus

2. Full address: Jl. Awar-awar No.999, Asembagus, Situbondo Regency, East Java

3. Postcode: 68373

4. Country: Indonesia

5. School’s email Address: smaba86@gmail.com

6. Name of your team: EXO (Entrepreneur eXcellent grOup)

7. Title of the project: KECUP (Kopi Enak Celup)

8. Name of the Teacher Coordinator: Mrs. Dian Malakandi

9. Email address of the Teacher Coordinator: dianmalakandi@gmail.com

10. Mobile number of the Teacher Coordinator : +6289631150399

11. Student Team Members:
Name of The Students Study Area Class Level Email Address
Atika Harmawati SMA Negeri 1 11th Grade atikachameleon@gmail.com
Asembagus
Dewa Ayu Puja Satya Dinarta SMA Negeri 1 11th Grade pujaayu36@gmail.com
Asembagus
Diah Lailatul Fitria SMA Negeri 1 11th Grade diah.hariyani08@gmail.com
Asembagus

PART II: Executive Summary

Kecup, a great dye coffee, is the first Arabica Brown Coffee in a coffee bag. The product would like
to introduce a DIY espresso. Coffee lovers can make their own coffee with no grounds. The coffee
beans are selected and qualified arabica from the famous arabica producer, Kayumas. It’s well
known abroad as JAVA Coffee. Grown at altitude of 1350 Mdpl with fullwash process, Arabica we

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 used has a strong aroma like palm sugar. There is a little taste of spices and nutty for taste
character, as well as medium acid and light body. It also has smooth or delicious coffee taste. This
Light coffee with medium acidity makes this coffee worth a try.

The growth of coffee shop in Indonesia es

Business Plan

Survey to Buying Experiment Packing Promotion Marketing

Kayumas coffee
directly
1.packing 1.make a 1. make mini bar in
1.determine the
coffee powder brochure. the City Garden.
1. Choose the 1. we buy weight of coffee and school.
into coffeebag. 2. give the
coffee beans by the best in the coffeebag. 2. selling products in
2.put 5 tester to the
comparing them to taste of some shops.
coffebag into visitor.
Arabica 2.determine the
each other. paperbag. 3.promotion
coffee beans water indirectly (online)
3.paste the in social
from the measurement 1. selling products in
2. Learn the type of sticker on the media.
farmer. some social
coffee. for one outside of the
paperbag. paperbag. media,like shopee
ID and facebook.
3.determine the
right taste for
everyone.

PART III: Business Analysis

1) Business and Marketing Situation
1. Market Condition
Drinking coffee has become a habit for Indonesian people, from children to adults. Trends to
drink coffee at the coffee shop or cafe is either loved among teenagers at the city, or Situbondo
teenagers. Some coffee products at the market today have emerged with various flavor variants
but they are only limited to the taste but not the selection of the coffee bean used and the
serving method.

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 These factors underlie us to produce superior coffee products of Situbondo, Arabica coffee
brown, which has been widely known in abroad as JAVA Coffee, with the concept of instant
coffee dye with no grounds.
2. Prospective Customers
The main target of “Kecup” market is teenagers, and adults both men and women. Our
superior products are not the same as other coffee because our coffee will not make bloated
and uniqueness of taste and serving method hopefully can be a new trend of consuming
Situbondo local coffee. And through the souvenir center of Situbondo hopefully could increase
the level of consumer buyback.
2) Product Analysis
a) Product Brand Name
KECUP (Kopi Enak Celup)
b) Type of your Product
Arabica Coffee Powder in a coffebag, “no grounds instant coffee”
c) Why do you select this product?
We choose such product because we would like to serve the first kayumas coffee
product packed in a coffeebag, a unique taste of Arabica brown Kayumas coffee with no
coffee grounds.
d) The Uniqueness/ Excellence of your Product (comparing to other competitors)
The uniqueness of our product :
1. the package, paper bag and coffeebag
2. Coffee brown
type: Arabica
Altitude: 1350 Mdpl
Process: Fullwash
Arabica kayumas coffee has a strong aroma like palm sugar. There is a little taste of
spices and nutty for taste character, as well as medium acid and light body.
Arabica kayumas has smooth or delicious coffee taste. This Light coffee with medium
acidity makes this coffee worth a try.
e) Production Preparation
Our Arabica coffe bean product is supplied and produced by Bintang Terang Jaya,
Kayumas Situbondo. We has been officially accepted to repackage and distribute under its
licensed, Number of P-IRT: 5.10.35n12.01.0393.21.

3) Consumer Analysis

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 a) Consumer Profile and Segmentation
Coffee sales are aimed to coffee lovers with the main target of marketing is adolescents with
age around 15 to 25 years. The teenagers are chosen because the taste of our coffee
products suit to their taste. In addition to teenagers, our products can also be enjoyed by
adults.
b) Consumer Buying Behavior
According to random survey we do in the beginning of March 2018 at schools and our
neighbourhood, seventeen out of twenty people drink coffee once a day. The members
were men and women. They are used to buy instant coffee and coffe beans at the market.
Finally we decide a coffee product to be our work.
4) Competitor Analysis
a) Direct Competitors
In our area there is a coffee shop that sells the same type of coffee. However, the serving
method of coffee is different because it is not presented in the form of coffebag like our
product, but is brewed in the form of coffee powder.
b) Indirect Competitors
In our area there are many coffee sold at cheaper prices than ours. However, the low price
does not guarantee the quality and type of coffee sold. This is the reason that coffee is sold
in many communities.
5) SWOT Analysis
a) Strengths
1. Affordable prices
It is one of our company strategy that is selling with reasonable price, price which can
be reached by all circles. If the Students or college students only get a limited pocket
money from their parents, then if they want to enjoy a dish of coffee like a professional
Barista then our product is a new way to enjoy coffee with only Rp20.000 / 5 pcs.
2. Product Quality
In addition to affordable prices we certainly provide a guaranteed quality, source of raw
material we obtained from the producers of Arabica original organic coffee in Kayumas
Village. Superiority of Kecup Arabica coffee :
1. prevent cancer
2. maintain oral health
3. increase stamina
4. Prevent Parkinson's
5. improve the mood

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 6. Overcome stress
7. ward off free radicals
8. Reduce the potential for diabetes
9. launch metabolism
10. low caffeine
3. Special serving method
Dye coffee is a typical of our products. Consumers can serve a espresso coffee like a
profesional Barista. Serving Arabica Coffee brown with no grounds. The whole process
of Kecup starts when coffee beans is processed traditionally from farmers so that the
taste of coffee has not changed. Another uniqueness of this product is in terms of taste
because taste is everything. Arabica kayumas coffee has a strong aroma like palm sugar.
For taste character there is a little taste of spices and nutty, as well as medium acid and
light body. The taste of this product is different from the others because of the original
powder without any mixture at all.
4. Unique packaging
Our entrepreneurship product were found at SMA Negeri 1 Asembagus, adiwiyata
school based, so the packaging used is very environmentally friendly so that we and
consumers contribute in maintaining and preserving nature.
5. Agro tourism
Consumers can visit Kayumas by participating in agrotourism activities at coffee
farmers' houses and studying coffee processing directly from the beginning. It is also
expected that through the agro-tourism program can improve the welfare and income
of coffee farmers
b) Weaknesses
1. Raw Material Availability
We must always select the coffee beans we will use for the quality of our products, it is
very difficult to obtain raw materials quality (selected Arabica coffee bean production
by farmers) because the harvest of coffee beans is only done 2 times a year.
2. Limited capital
The lack of capital causes us to have only one type of product that is arabica coffee
brown.
3. Limited support production equipment.
Supporting production equipment that we use is quite limited, especially on pressing
machines that are inadequate so that the packing process takes quite a long time.
c) Challenges

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 In the process of marketing our products there are big challenges, this is because our
product is a new innovation product so we need to convince customers that our products
are feasible and not inferior to other coffee products.
d) Opportunities
Bring new trends / innovations
With the growth of new trends / innovations in drinking coffee year by year in Indonesia we
believe dye (Coffee bag) can be a new trend among teenagers and community, then this
becomes an opportunity to increase sales of coffee kayumas as the local product in
Situbondo.

PART IV: Business and Marketing Plan

1) Business &Marketing Objectives
a) long-term objectives (3-5 years)
For future plans, we want to open a coffee shop that provides various types of coffee
Kayumas production especially in the form of coffee bags.
b) Short-term objectives (6 months – 3 years)
For short-term targets, we would like to introduce more coffee products to the public so
that people are able to know the quality of “Kecup” coffee and enjoy the coffee in our region
at affordable prices.
2) Product Strategies
Kecup contains 5 pcs of coffee bag within an attractive paperbag so coffee lovers can enjoy DIY
espresso of kayumas coffee like a Barista at affordable prices.
3) Pricing Strategies
We pack it in paper bag form containing 5 pcs coffee dye. This is done so that people can enjoy
kayumas coffee at affordable prices. Previously we have compared the price of coffee kayumas
sold in cafes with our products. The results obtained are the price of our coffee products
cheaper than the price of coffee in the cafe. The price of our products is more affordable for the
people in our area.
4) Distribution/Place Strategies
The strategy to introduce our product that we do is marketing our product at public places,
especially the Asembagus townsquare and SMA Negeri 1 Asembagus. The reason we choose the
places because there will be many visitors, especially teenagers who became our marketing
target.
5) Promotional and Advertising Strategies
a) Promotional Strategies
1. Directly

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 - Mini booth at town square/ car free day
- Mini booth at schools
- Mini booth at Market
- At the convenience stores
- TNI AD cooperative (Kartika)
- Teachers and staff
- Teachers organization
- Bags and Cups
2. Indirectly
We also promote our products through social media because today social media has
become an important part of everyone's needs.
- WA group
- Shopee ID
- Asembagus-Situbondo Sales forum on Facebook
- Joker (online transport)
b) Type of Advertising/Promotional Materials

c) Advertising/Product Slogan
“Enaknya si KECUP, Minum Kopi Tanpa Ampas”

d) Promotional/Advertising Chanels

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 SHOPEE ID

FACEBOOK
ASEMBAGUS BUYING AND SELLING GROUP

6) Budgeting Plan
Cost Amount
1) Fixed cost :
1.1 Sealer Rp. 134.000
1.2 Container Rp. 10.000
1.3 Spoon Rp. 5.000
1.4Digital Scale Rp. 177.000
Total Rp. 326.000

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 2) Variable Cost per Unit
2.1 Raw Materials (coffee Powder)Rp. 140/gr x 7gr=Rp.980 x 5 pcs Rp. 4.900
2.2 Operating Cost
2.2.1 Paper bag Rp. 134.000/100pcs Rp. 1.340
2.2.2 Coffee bag Rp. 153.000/1000pcs, Rp.150 x 5 pcs Rp. 765
2.5 Staff Rp.5.000
2.6 Unforeseen expenses Rp. 1.000
2.7 Advertising Cost Rp. 2.000
Total Rp 15.005
3) Selling Price Per Unit
3.1 KECUP Rp 20.000

7) Break Event Point

Total Fixed Cost
= BEP

(Selling Price per Unit - Variable Cost per unit)

326.0000
= 65.3 Unit/ Paper Bag
20.000 - 15005

PART V: Action Plan

Budget and Resources
Activities Details When to Implement
Needed
Selling product in the Introducing product to Rp. 500.000
real market shop near the school
 Koperasi 21st April 2018
Kartika 22nd April 2018
 Jaya 28th April 2018
 Mentari
Selling product in the Selling product in the Rp. 300.000 25 th April 2018
real market city garden and make a
cofee boot
Selling product in the Rp. 300.000 29th April 2018
school and make a

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 cofee boot
Selling product in the Selling product via Rp 100.000 04 th April 2018
real market online
Selling product in the Selling product at the Rp. 300.000 7 th April 2018
real market shool report meeting

PART VI: Simple Sales Report

Name of Profit
Marketing/Promotion
Date products that Total Income Cost (Total income –
Activities
you sell cost = profit)
21st Selling product in the KECUP 20 X 20.000 = 300.100 400.000 -300.100
March Kartika Cooperative (20 400.000 = 99.900
2018 paper bags)
22 nd Selling product in Jaya KECUP 10 x 20.000 = 150.050 200.00 -150.050
March Shop (10 paper bags ) 200.000 = 49.950
2018
25 th Selling product in the KECUP 18 x 20.000 = 270.090 360.000 -270.090
March city garden (18 paper 360.000 = 89.910
2018 bags)
28th Selling product in KECUP 10 x 20.000 = 150.050 200.000 -150.050
March Mentari Shop (10 200.000 = 49.950
2018 paper bags )
29th Selling Product in the KECUP 9 x 20.000 = 135.045 180.000 -135.045
March school 9 paper bags 180.000 = 44.955
2018
4th Selling product via KECUP 3 X 20.000 = 45.015 60.000 – 45.015
April online 60.000 = 14.985
2018 (3 papers bags)
7th Selling product in the KECUP 28 x 20.000 = 420.005 560.000 –
April school when report 560.000 420.005 =
2018 distribution (KECUP be 139.995
sold 28 paper bags
TOTAL Rp 489.645

PART VII: Supporting Photos

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8) Photos of your Products

9) Photos of Promotional/Advertising Materials

10) Photos of Marketing/Online Marketing Activities

Mini booth at Asembagus Townsquare/ City Garden

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 At one of the convenience stores (Jaya Store) At the TNI AD Kartika Cooperative

Mini booth at school At the school report meeting

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PART VIII: List of Supporting Documents (If available)
Attachment 1: ……..<<File Name>>…………………….
Attachment 2: ………<<File Name>>…………………….
Attachment 3: ………<<File Name>>…………………….
Attachment 4: ………<<File Name>>…………………….
Attachment 5: ………<<File Name>>…………………….

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