BUSINESS PROJECT

ASSIGNMENT 4
Semester 8th

Lecture: Dr. Ir. Mohamad Toha

Arranged by:
Group 2

INDUSTRIAL ENGINEERING
PRESIDENT UNIVERSITY

Jababeka Education Park, Ki Hajar Dewantara Street, Kota Jababeka, West

Cikarang, kab. Bekasi 17550 – Indonesia
Phone (021) 8910 9762-6, Fax (021) 8910 9768
Email: enrollment@president.ac.id, http://www.president.ac.id
Member of Group:
- Kezia Natalia Mega Dewi (004201700033)
- Ravena Pramayshela (004201700023)
- Tegar Panji Ksatria (004201700038)
- M. Endi Prima (004201700006)
- Emran Supremawan (004201600035)
- M. Andhika (004201700041)
- Ismail Sahid (015201600040)
Case (Assignment)-1 For Mobile/Web Product
Consider your products selection,
 Please conduct step 1 to step 5 of Customer Discovery Phase-2 for web/mobile
Products.
 Develop Low Fidelity MVP and test.

Answer:
Product Selection: Totebag
Customer Discovery Phase-2 for web/mobile products:
- Step 1: DESIGN EXPERIMENTS FOR CUSTOMER TEST
Business Model : We sell totebag in campus area and online shop
Business Canvas Model
KEY VALUE CUSTOMER CUSTOMER
KEY ACTIVITIES
PARTNERS PROPOSITIONS RELATIONSHIP SEGMENTS
Urban and eco
Trendy bags made in Active relationships
Partnership friendly who like
the respect mostly through
with sales Design conceptions fashion but who
environment and of virtual communities
outlets wants to have a
the humans member feeling
more responsible
Ecological
Eco-Friendly Reusable
and fair Manufacturing Reduce Wholesale
Shopping Bags
trade labels
Peyment
Production Custom Print Bags Reuse
gateways
Can be used in
Promotion everywhere especially Recycle
to go to the campus
Sales Easy to carry Green movement
Customer service
Website updates and
maintenance
KEY RESOURCES CHANNELS
Designer Website
Raw Material Line
Produces Instagram
Manufacturers and Distribution via a
sales manager selection of a sales
Certifications Wholesale Store
Award
Payment Modul
Website updates and
maintenance
Logistics
COST STRUCTURE REVENUE STREAMS
Production cost Revenues from the sales of the bags
Transportation cost
Commisions of sales store
Staff
Systems
Web maintenance

Hypothesis : The design can custom as customer wants.

Test : The totebag sell in 12 pcs/design

- Step 2: PREPARING FOR CUSTOMER CONTACTS AND

ENGAGEMENT
We did the meeting with our customer, then make a good relation with them to talk
about our product, what the threats, problem, and so on. Make a decision the target
market that want to buy our products more than 1 times and explore as far as the
products will be sell.

-Step 3: TESTING FOR CUSTOMERS UNDERSTANDING OF THE

PROBLEM AND ASSESSING ITS IMPORTANCE TO CUSTOMERS
List of Customer Needs

No List of Customer Need Rank

1 Have more than one space 11

2 Waterproof material 31
3 Design artistic 24
4 Glow in the dark 44
5 Adjustable size 10
6 Ecofriendly material 9
7 Have a padlock key 49
8 Limited edition 8
9 Design can be custom 7
10 Have a unique shape like fruit, animal, etc 45
11 Comfortable to use 12
12 Lightly 41
13 Durable 40
14 Good material 13
15 Variant design 42
16 Variant colour 43
17 Have an extra pocket to keep small thing 22
 18 Have a zipper 25
19 Dust proof 32
20 Affordable price 38
21 Easy to carry anywhere 2
22 High quality so make the product hard to broke 6
23 Discount to interact more customers 39
Unique classic design (diffrent from the other usual tottebag for
24 5
example abstract so its make the totebag won't go out from fashion)
25 Comfortable while holding it 3
26 Stylish so make the user confident to use it anywhere 4
27 Can use for long time 14
28 Easy to clean up 33
29 Multifungtion have a lot of pocket to hold many things 1
30 Good look 21
31 Can be foldable 34
32 Monochrome 37
33 Big size 23
34 Can be change into mini back pack 20
35 It has many pockets inside the bag 15
36 Inside of the bag it has orange colour not only black 36
37 It has magnetic button on zip 26
38 It has a jeans made 47
39 Design(shape of logo ex: triangle, circle etc) 46
40 Can be use by any sex 18
41 Cold resistant 35
42 Pastel colour 48
43 Use reusable canvas material 16
44 Comfy (don't make aches) 17
45 Machine washable 30
46 Durable material, biodegradable 27
47 It's hypoallergenic 19
48 Carry up to 10kgs of weight 29
49 Thick drill material 28
50 There is burglar alarm 50
Scoring Data
Work Key
Custome Excite Urgen Busines 120 120 x
Aroun Decide Total
r d t Need s Impact Days 2
d r
1 2 3 2 2 2 3 1 15
2 1 2 1 3 1 2 1 11
3 3 1 3 1 1 1 1 11
4 3 1 1 1 1 3 2 12
5 3 2 3 3 3 2 3 19
6 1 3 2 1 2 2 1 12
7 1 1 1 2 3 2 2 12
8 1 1 3 2 1 2 2 12
 9 3 1 3 3 1 1 2 14
10 3 1 2 3 3 1 2 15
11 2 3 3 3 2 3 1 17
12 2 3 1 3 3 2 1 15
13 2 3 3 1 2 3 3 17
14 1 3 3 2 2 3 3 17
15 3 2 3 1 2 3 2 16
16 3 2 3 1 3 1 3 16
17 3 3 1 2 1 2 2 14
18 1 3 1 3 3 2 3 16
19 1 2 1 2 2 2 2 12
20 2 1 3 3 3 1 1 14
21 2 3 1 1 3 3 3 16
22 3 2 3 1 3 3 1 16
23 3 1 3 3 3 3 1 17

24 3 1 3 2 3 2 3 17

25 2 3 2 2 2 1 2 14
26 3 1 3 1 2 1 2 13
27 3 3 2 1 1 1 1 12
28 3 2 2 3 1 2 1 14
29 3 3 3 2 2 2 3 18
30 3 1 3 3 2 3 1 16
31 3 3 2 2 2 3 2 17
32 1 2 1 3 3 1 2 13
33 1 3 1 1 3 3 2 14
34 2 3 2 1 3 1 1 13
35 2 3 2 2 1 1 3 14
36 3 1 2 3 2 1 1 13
37 3 1 1 1 2 3 2 13
38 3 1 1 3 3 3 3 17
39 3 2 3 1 2 2 1 14
40 2 3 3 2 3 2 3 18
41 1 1 3 3 3 2 2 15
42 3 1 1 1 3 2 3 14
43 3 2 2 1 2 1 3 14
44 3 3 3 2 2 3 1 17
45 3 2 3 2 3 1 1 15
46 3 3 2 2 3 2 2 17
47 3 2 3 3 1 3 3 18
48 2 3 1 1 2 1 3 13
49 2 1 3 2 1 1 1 11
50 3 1 2 2 3 3 2 16
Average 2,36 2,04 2,18 1,98 2,2 2,02 1,94 14,72

So, from the scoring data table above, the average in total is 14,72.
 - Step 4: GAINING UNDERSTANDING OF CUSTOMERS
Companies that make a profit need to issue products and services that are preferred by
customers. It is very difficult to get concrete insights into the minds of customers, but
it is an opportunity to improve customer experience by utilizing existing information
and applying the right process with more focused material. We align the customer
service business company to get a clear picture of the customer's mindset.

So, there are several ways to know our customer better.

1. Don’t Make Assumption
By making their own assumptions, marketing strategies in business companies
are considered not smart. The brand of a product develops over time and affects
customer interactions. So now, business companies are required to utilize the
latest data on their customers to produce smart strategies that are in the
customer's best interest. So, with the entry of the latest information, business
companies will get to know their customers better and eliminate various
assumptions to achieve success in their business results and provide customer
service based on enhanced experience.

2. Leverage Social Media

Today, business companies are required to have social media because many
customers from outside the area want to interact directly with sellers. With social
media, sellers and buyers become connected have a good relationship. The social
media platform provides insight into customer preferences, their habits and most
importantly what they buy. Customers usually have various complaints about
products or services and by overcoming them through social media, business
companies can learn a lot about their customers' likes and dislikes. Most posts on
social media include additional comments from existing customers and
prospective customers that companies can use to get to know their customers
better. Because the interaction between the company and the customer can be
seen by everyone, this interaction is shown to all those who favor customer
satisfaction.

3. Ask Customers
Asking questions will provide insights into what the customers really need and
helps companies to serve them better. The questions must emphasize on both
‘why’ as well as ‘how’ to get a clear picture of what has to be accomplished to
provide superior customer experience. This method can really help companies to
find new opportunities and stand out from their competition.

4. Conduct Survey
Conducting surveys and getting feedback from the customers goes a long way in
the understanding what the customers are thinking and how they feel about a
 product or service. To get specific information about customers, personal surveys
can be very helpful. The company must conduct a close scrutiny of the survey to
get insights into the minds of the people who responded and change the
marketing strategy accordingly.

5. Hold an Event
If a business enterprise has a physical location in a community, it is advisable to
host a suitable event that will provide an opportunity to interact with the
customers. It is better to organize the event in a target market area. Companies
may encounter customers who are happy or dissatisfied with the product or
service and even interact with prospective customers. For web-based businesses,
a webinar can help the company to better understand their customers. The
attendees must be given a chance to introduce themselves and questions must be
put forth to understanding their mindset.

6. Look Past the Purchase

Business enterprises must make an honest effort to consider household
compositions, propensity scores and channel-preference data that are guaranteed
to provide results because of the tremendous value that they possess.

7. Create a Customer Profile

Business enterprises have a better understanding of the demographics that they
are working towards but the need of the hour is to create a perfect profile of a
customer who would avail the product or service that is being provided.
A customer profile is a great way for a company to gauge the needs of the
customer. The profile must include a customer’s likes, dislikes, family
background and other important aspects.

8. Conduct Keyword Research

The mindset of the customer can be better understood by using the keyword
planning tool by Google. Customers conduct vigorous online research for the
items they want to purchase and most importantly, from whom they want to
purchase. Keyword research allows business enterprises to understand the
interests of their target markets and the terms that customers use to find the
product or service that they need. The main goal of keyword research is to find
keyword phrases that are suitable for the business but it also helps to gain an
understanding of how the customers are finding what they need.

9. Get Customer Reviews

Business enterprises can get reviews from their customers through various
channels such as the comment box on social media platforms, testimonials on the
company’s website or from reviews by customers on business review websites
such as Yelp. Honest reviews on the above-mentioned platforms can be
 instrumental for the companies to get to know their customers better. Companies
can encourage reviews from customers by providing incentives. For example, a
restaurant chain offers customers a small discount on their next order for writing
online reviews. The customer reviews that are received must be categorized,
tabulated and prioritized so that the company can understand their customers
better and provide the best possible customer experience.

10. Use All Available Data

Business enterprises usually have a limited amount of customer information
which is obtained directly from the customers. The analytics on the landing pages
must be given more importance as it details the customer’s physical location, the
search term that was used to arrive at the landing page and what product or
service was selected. But another set of information such as web analytics,
behavioral data and profitability is not easily accessible to companies. This
causes impediments in the marketing process making it difficult for companies to
meet the needs of their customers. The best way for companies to remain
competitive is to utilize every bit of information that is available at their disposal.

- Step 5: CAPTURING COMPETITIVE AND MARKET KNOWLEDGE

Conducting and preparing your competitive analysis will follow these steps:
 Conduct Research
Carrying out Research Professional marketing research, such as focus groups and
questionnaires, can provide valuable information about your competition. While a
marketing research firm can save you time and work, it can be quite costly and
simply not an option for new and growing businesses.
When your business grows and expands, you can consider complementing
your own research efforts with some formal research carried out by an external co
mpany for you. Before you start to check the sources listed below, bear in
mind that you need to get answers to the following questions:
 Who are my top three competitors? 
 On what basis am I able to compete? 
 What is the range of products and services they offer? 
 Are their products or services aimed at satisfying similar target markets? 
 Are my competitors profitable? 
 Are they expanding? Scaling down? 
 How long have they been in business? 
 What are their positive attributes in the eyes of customers? 
 What are their negative attributes in the eyes of customers? 
 How do current customers view us compared to the competition? 
 How can I distinguish my company from my competitors? 
 Do they have a competitive advantage; if so, what is it? 
 What is their marketing strategy? 
 What is their promotional strategy? 
 What are their pricing structures? 
 Do they operate in the same geographic area? 
 Have there been any changes in their targeted market segments? 
 What is their size? Revenues? 
 What is their percentage of market share? 
 What is their total sales volume? 
 What is their growth rate? 
 How do they rate on:
- customer service?
- quality of product/service?
- hours of operations?
- pricing, incentives?
- employees?
- resources?

 Gather Competitive Information

Secondary sources of information are recommended as an excellent starting point 
for the development of an analysis of competition and industry. Secondary source
s provide information which was created for a specific purpose but which was su
bsequently made available for public access and therefore for alternative uses.Bo
oks are secondary sources of information, for example, as are papers published in 
journals. Marketing studies being sold to the general public for sale are also calle
d secondary sources. Although they were developed for a reason other than your
present need, they are still excellent sources of data and information. With the
ever-increasing speed of electronic document recognition and retrieval, secondary
sources are not only an inexpensive source of information but are readily
available soon after publication. Informative sources include:
- Advertising
- Brochure
- Newspaper and Magazine articles

 Analyze Competitive Information

Once you've gathered all the competitive data you've been able to locate, it's time 
for the study. You will evaluate to determine product information, market share, 
marketing strategies and the strengths and weaknesses of your competition.
Product Analysis You should know what product features and advantages are
most relevant for your customers and potential customers from your sales staff
and customer feedback. The competitive position of a product or service is
determined in large part by how well it is differentiated from its competition and
its quality.

 Determine Your Own Competitive Position

By now, if you are a: market leader, one of several followers or new to your mark
 etplace, it should be fairly clear to you. You are able to do the following after you 
have established and evaluated your competition and appreciate your
competitive position:
- Identify and discuss primary competitive advantage and disadvantage areas. T
est your product or service in a competitive environment. Report on
similar products or services, and substitute them.
- Summarize the company's major issues and opportunities that may
require action.
Problems that should be discussed include market penetration models, distribu
tion reach, demands on the product line, price adjustments and/or cost reductio
ns.
- Integrate your analysis of the competition with demographic analysis of your
market to develop and implement a marketing strategy that will strengthen
your market position.

Develop Problem Presentation

Category Customer Needs
Price - Affordable Price
- The price is IDR 75.000
Design - Artistic Design
- Many varian design
- Unique classic design
- Have a unique shape
- Glow in the dark
- Design can be cutom
- Can be change into mini back pack
- Have a padlock key
- Have a zipper
Quality of Product - Best quality material
- Waterproof material
- Eco-friendly material
- Dustproof
- Cold resistant
- Use reusable material
- Durable material, biodegradable
- Thick drill material
Promotion - Limited edition
- Have a promotion
- Get a coupon of each transaction that can switch
into our product for free
 - Bundle package to get a cheaper price with many
varian design
Packaging - Interact packaging
- Good packaging
- Eco-friendly packaging
Services - Fast response
- Fast deliver
- Free delivery cost in Cikarang
- Can pay with another transaction method
- Easy to order in social media