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Organic food is becoming more and more popular, as people look for ways to live a
early 1990’s, the interest in organic food has grown at a rate of 20% per year. Today,
organic food is available in most markets and grocery stores, and makes up about 3% of
Recent studies have shown clearly that people who switch to organic foods have much
Organic produce tastes better, and it seems that better taste and greater freshness.
Acknowledge
We would like to say Alhamdulillah, for giving us the strength and health to do this
project work until it done. Not forgotten to our family for supported us and encouraged us
Then we would like to thank our teacher, Mr Fajar Kurniawan for guiding us(team) and
our friends throughout this project. We had some difficulties in doing this task, but he
taught us patiently until we knew what to do. Also we had thanks to Theo Biyan for
To SMU-HK for offering the continuing education for us and being an instrument in
Last but not least, our dearest friends who were doing this project with us and sharing our
ideas. Without them this project would not be possible and fun to make.
CHAPTER 1 THE EXECUTIVE SUMMARY
VISION:
SENIA Organic Food shop will offer customers organic and locally grown produce,
product.
MISSION:
SENIA Organic Food is committed to providing the highest quality, fresh and natural
Educate and introduce a new and enlightened attitude toward healthy eating.
OBJECTIVES:
Provide our customers with the freshest, organically grown fruits and vegetables.
Sell earth-friendly cleanses, pure, natural supplements and colors, flavor, or additives.
Support organic farm that keep our earth and water pure.
GOAL:
We will participate in community projects and host fund-raisers for local community
services.
1.1 HIGHLIGHTS
PROJECT BACKGROUND
The name of our proposed project is SENIA ORGANIC FOOD.
Our project will be located at MATOS, Malang City, East Java province.
The proponents are Nur Piatin, Aristanti Retnaning, and Naning Candra Kurnia.
promotion, cashiers and produce/customer service staff. Nur Piatin will be responsible for
manager and daily operation. Naning Candra Kurnia will be responsible for
for stocking and book keeping. Also we will be hired five persons as staff position (three
person as customer service and two person as a cashier). The person to be hired must
conform to the qualities set forth and due to function in accordance with their position.
They shall be entitled to receive mandatory benefits, meeting, trainings and seminars
The project general and specific market has been identified the present market and an
analysis of the past, present and future demand and supply situation of our products. The
general marketing practices and proposed program and projected sales for the next five
years.
PRODUCTION OR TECHNICAL FEASIBILITY SUMMARY
Our proposed products and services have been presented. The general partnership of
SENIA Organic Food shall lease a building structure and facilities shall be dealt within
the lease premises. Equipment and utilities shall be acquired to make the work of
management and customers comfortable, faster and efficient. Raw materials needed in
project. The proposed business shall be open six(6) days a week with ten working hours
The start-up cost of the SENIA Organic Food will consist primary of inventory and
display equipment. Nur Piatin, Aristanti Retnaning and Naning Candra Kurnia will invest
The proposed business can absolutely contribute to the municipality of our proposed
location in the form of taxes permits and license payments. Moreover, social
Assuming that the proposed project total operating time frame until the star of our normal
_
1.1 PROJECT PROPONENTS
Nur Piatin, Aristanti Retnaning, and Naning Candra Kurnia are general partners because
each proponent invest and participate in running the business and is liable for all acts and
SENIA Organic Food is a day shop which provides the highest quality, fresh and natural
The proposed project is general Partnership because each of the partners shares in the
profit and shares in the liability of the partnership including the losses.
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050000000c02f503c006040000002e0118001c000000fb02ceff0000000000009001000000
000740001254696d6573204e657720526f6d616e00000000000000000000000000000000
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f0100040000000000bd06f503200016001c000000fb021000070000000000bc0200000000
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Line type of organizational structure provides has district and clear of authority
that flows down to the lowest level of the chain of command of the organization.
The management and personnel will received the salary total of Rp15,000,000.00/month
The each staff will be received the salary of Rp2,000,000.00/month. The total of
Rp10,000,000.00.
We will hire an accountant or book keeper to help us with our financials on retainer’s
MANAGEMENT PERSONNEL
Beside Nur Piatin, Aristanti Retnaning and Naning Candra Kurnia, SENIA Organic
1Two cashier
MANAGEMENT STYLE
We adopt this kind of theory Y because we believe that the expenditure of physical
and mental effort in work is as natural as play or rest. the external control and threat
of punishment are not the only means of bringing about effort toward organizational
The average human being learn under proper conditions not only to accept but also to
intellectual potentialities of the average human being are only partially utilized.
We also use a SWOT analysis that is an identification of various both internal and
external factors which is systematically used for formulating the company strategy.
The internal and external factors resulted from the research on product ordering.
Senia Organic food are obtained .
The Strength owned includes human resources availability both in quality and
quantity, strategic shop location, low cost spent and easy to obtain equipment
relativity cheap and competitive product selling price (for middle and upper class).
All of our product are healthful which have a local and international certificate of
organic.
The Weaknesses are the product expensive than non-organic products, lack of
marketing expertise, only the middle and upper class can buy the product.
The Opportunity could be; a developing market such as the internet, moving into new
market segment that offer improved profits, a new international market, a market
While, the available Threatens include the competitors who sell the same products,
price wars with competitors, and the competitors has a new innovative product or
service.
By using the data gathered in my research and studying the current facilities around the
city, in the past ten years, the Malang city has grown tremendously. The growing student
community combined with the families in the area are a perfect customer support base for
Currently, the area is served by two major supermarkets that do not carry any of the
product line available at the SENIA Organic Food Shop. The closest natural food store is
We believe that a local natural food store in the Malang City area would be competitive
and offer customers a product selection that will assure repeat business
Composition: Its composition of people looking for personal care of healthy food with
Geographical
Location : Malang has a total area of 252.136 km2. It shares its borders with
Java’s largest volcanoes and major tourist attraction, is located just to the
east of the city. Malang is served by the Abdul Rachman saleh Airport, a
tourism city and education city with many fine universities these help
enhance Malang city for intellectual inquiry and innovation, much of this
Climate: Malang city have a cool climate and array of extraordinary attractions.
Malang have scenery that you wont find anywhere else ranging from
between.
were centuries ago along side more recent plantations of exotic crops.
Population: There are roughly 1,175,282 people living in Malang. The population
THE SENIA Organic Food will focus two significant customer groups:
1Families: Many of the young families moving into the Malang City area are doing so
number of artists and craft people that operate the Malang City Craft fair. This
attract shoppers also attracts young families where one or both parents are
students or employees of the university. These families are a strong customer base
location will make our shop a convenient place to shop on the way home from
classes.
MARKET ANALYSIS
RAMAYANA DEPT.
JL. Merdeka Timur 369733
STORE
MATAHARI DEPT.
JL. Pasar Besar 1-2 325569
STORE
SARINAH JL. Basuki Rachmad 2A 364523
DEPARTEMENT STORE
SARINAH
Jl Danau Toba 718888
DEPARTEMENT STORE
The demand situation of our services, We would like to start, most people care about
quality of food, quality of life, quality of their future and their children’s future.
4.4 SUPPLY
A.Yani No 2.
So, with only one competitor, we would like to get their market share with our unique
This will be our main reason for easy penetration of the organic market.
A local establishment that could help in marketing our products. They key establishment
to support small and medium enterprise.
COMPETITIVE EDGE
Location:
The closest natural food shop to the Malang City is a twenty minute drive.
Community Support:
The SENIA Organic Food is a community market that will give back to the community.
We will participate in community projects like the area’s food bank and community
programs for children. We will also host a number of community events, such as charity
Sales strategy
The sales strategy of the SENIA Organic Food is simple. The key to customer
Sales forecast
The following is the SENIA Organic Food’s sales forecast for three years.
1000
500
0 sales
Year 1 Year 2 Year 3 others
Present national and local marketing policies and assistance packages and
“One stop shop” program all offices with direct participation of documents are house in
The marketing philosophy and task that we would like to apply in our project is that
developmental marketing because with limited same business, we think that the potential
Rp2,000,000.
Product- Mix and Marketing Mix Strategies
Know your
Product-Mix Depth: What will be the average number of items to be offered by company
Marketing Timing and Scheduling Strategies: Design Marketing Strategies for our
products.
Introduction Stage: SENIA ORGANIC FOOD is still in its introductory stage of start up
business.
Pricing Strategies
The SENIA ORGANIC FOOD will utilize pricing that will be consistent with other shop
in local market. Each product will not more expensive than non-organic product. The
consumer’s behavior if satisfied with the service will feel happy and contended and make
Discounts are offered to consumers who will get the package deal and pay in cash will
get a 10% discounts. The conditioned of merchandise that were using new and will be
Consider
Advertising
promote the SENIA ORGANIC FOOD as majority of customers are obtained through
word of mouth.
The following advertising methods will be the primary avenues used in spreading the
word, of this new service and increasing the public knowledge of this shop services.
Flyers:
This will be the primary source of advertising for the SENIA ORGANIC FOOD. These
will be passed out throughout the city on a regular basis. The flyers will be distributed at
the local hotels, malls, school, universities, and some of public area. Expense for flyer is
Radio:
The SENIA ORGANIC FOOD will advertise on RRI Malang- AM 891, FM 94.6(pro 1),
FM 91.9(pro 4). Kanjuruhan FM (Kepanjen, kab Malang)-FM 106.5 one month prior to
the opening of the Shop, and on the quarterly basis throughout the year. A representative
of RRI has developed a plan for SENIA ORGANIC FOOD that will include four, 30
Promotions
The advertising director will use a variety of promotional methods to gain more interest
from the community and ensure that they will continue to use our services for their health
benefits and wellness product. Promotions to be used are as follows. Free Tee-shirt.
SENIA ORGANIC FOOD offering one free tee-shirts with the purchase of the signature
product. The tee-shirt will feature a two color design, including the shop’s name, location
to be signed later and will cost the SENIA ORGANIC FOOD Rp20,000. The free tee-
CUSTOMER SERVICE
Labeling system:
We introduce ”Labeling System” to help customers making informed choice a bit easier.
1FOOD LABELS highlights which foods are gluten free, wheat free, sugar free, low
2PRODUCT LABELS shows which products are made with organic ingredients,
Convenient shopping:
VIP benefits:
Our VIPs are eligible to enjoy purchase discounts, birthday gifts, special promotional
The types of Organic food available are fruits, vegetables like apples, carrots, common
garlic, ginger, organically grown garlic, peeled garlic cloves, tamarind to name a few,
meat, eggs and dairy products as well. It has been observed that when it comes to the
taste and nutritious value of organic food, they are far better than foods grown on usual
farm. They are extremely popular with customers. However, it is imperative on the part
of the customer to make sure that the packaged organic food carries a government
Most of the organic food sold in the markets and various outlets is in the fresh form.
Fruits, vegetable, meat, egg and dairy products fall under this category.
Processed food are widely popular and covers a huge range in any super marker the
world over. Various products such as canned foods, frozen vegetables and other ready-to-
eat foods are labeled ‘organic’, if the production and processing of these foods have not
involved the use of any chemicals and if they conform to the required standards.
It is important for the consumer to check for government certification before buying any
1Only the finest quality of products will be considered by our merchandising team.
3Food products made of natural ingredients are chosen if they also meet other
no additives.
5.3 PRODUCT
The SENIA Organic Food will offer customers organic and locally grown produce,
6Non-irradiated
7Cruelty free.
KIND OF PRODUCT
Healthy Snacks
• Biscuits/cookies Rp20,000
• Dried Fruits Rp38,000
• Candy/chocolate Rp18,000
• Nuts Rp56,000
Grocer
• Oil Rp75,000
• Soup/Canned Food Rp26,000
• Noodle/Pasta Rp18,000
• Dried Food Rp16,000
Jam/Honey
• Jam Rp48,000
• Honey Rp55,000
• Peanut Butter Rp40,000
Healthy Beverage
• Tea Rp45,000
• Juice Rp19,000
• Soy Milk/Coffee Rp32,000
• Instant Beverage Rp38,000
Baby Food
• Fruit Baby Puree Rp26,000
• Baby Organic Biscuits Rp20,000
• Baby Organic Vegetable Mash Rp21,000
Organic Meat
• Organic Chicken Wings Rp36,000
• Organic Chicken Rp99,000
• Organic Sausage Rp38,000
• Organic Tender King ribs Rp290,000
• Organic Beef Rp37,000
• Organic Lamb Rp21,000
• Chicken Nugget Rp16,000
• Beef balls Rp14,000
Organic Vegetables
• Carrots Rp12,000
• Parsley Rp3,000
• Parsnips Rp4,000
• Green Beans Rp4,000/pack
• Asparagus Rp10,000/pack
• Broccoli Rp10.000/pack
• Caulies Flower Rp10,000/pack
• Corn Rp10,000/pack
• Onions Rp10,000/pack
• Spinach Rp10,000/pack
• Celery Rp10,000/pack
• Paprika Rp10,000/pack
• Ginger Rp10,000/pack
• Artichokes Rp10,000/pack
• Mushroom and Truffles Rp10,000/pack
• Water Spinach Rp10,000/pack
• Mustard Rp10,000/pack
• Chili Peppers Rp10,000/pack
• Sea Vegetables Rp10,000/pack
• Beets Rp10,000/pack
• Sweet Peppers Rp10,000/pack
• Eggplant Rp10,000/pack
• Potatoes Rp10,000/pack
• Cassava Rp10,000/pack
• Sweet Potato Rp10,000/pack
• Chili Rp60,000/pack
• Cabbage Rp10,000/pack
• Yam Rp10,000/pack
• Long Bean Rp10,000/pack
• Sweet Peas Rp10,000/pack
Organic Fruits
• Avocados Rp12,000
• Plums Rp12,000
• Olive Rp12,000
• Almond Rp12,000
• Durian Rp25,000
• Dragon Fruits Rp12,000
• Cucumber Rp12,000
• Coconuts Rp14,000
• Lemons Rp12,000
• Bananas Rp12,000
• Kiwi Rp12,000
• Mangoes Rp12,000
• Papayas Rp12,000
• Dates Rp12,000
• Orange Rp12,000
• Tomatoes Rp12,000
• Apples Rp12,000
• Cherry Rp12,000
• Grapes Rp12,000
• Grapefruits Rp12,000
• Figs12,000
• Nectarines Rp12,000
• Prunes Rp12,000
• Raisins Rp12,000
• Tangerins Rp12,000
• Fruit sausage Rp12,000
• Pears Rp12,000
• Rasberries Rp12,000
• Strawberries Rp35,000
• Water Melon Rp12,000
• Peaches Rp12,000
• Apricots Rp12,000
http://eshop.nlpra.org.hk/index.php?lang=en
http://www.organicvegetables.com/1-16318981-Fruits
http://anaklima.com/sub_category/194-beras_organik
5.4 CERTIFIERS
The National Association for Sustainable Agriculture Australia (NASAA) and SKAL
List of offices and specialist whom our will coordinate with hire on a retainer’s basis who
will help with external techno-managerial assistance during our operation period.
B. Book keeper
On Climate
Malang city have a cool climate and array of extraordinary attractions. Malang have
scenery that you wont find anywhere else ranging from smoking mountain tops to
rain.
Farmers have adapted their skills to work in harmony with the environment, here you can
see agricultural smallholdings farmed as they were centuries ago along side more recent
Our proposed location for our business is located in one of the biggest mall of Malang
City, East Java Province. The foot traffic is high everyday because of the presence of
supermarket, department stores, food stalls and other amenities of the mall. Nearby is the
State the current cost of real state in the vicinity of our project site.
The area in third floor inside the MATOS. The mall had 3 floors on the ground floors is
the non-organic supermarket and food court. The second floor is department store and the
massage parlor.
FLOOR PLAN
CHAPTER 6 FINANCING FEASIBILITY
_______________________________________________________________________
The following is the Financial Plan for the SENIA Organic Food shop
Monthly
Building Rp200,000,000
Fixtures and Equipment Rp27,104,000
Decoration and remodeling Rp5,000,000
Installation charges Rp1,500,000
Starting inventory Rp140,000,000
Deposits with public utilities Rp1,000,000
Legal and Other professional fees Rp4,000,000
Licenses and permits Rp2,000,000
Advertising and promotion for opening Rp2,500,000
Cash Rp40,000,000
Other Rp2,000,000
_________________________
Subtotal Rp425,104,000
Total Initial Capital Requirement Rp461,027,333
Current Assets:
Inventories:
Market products Rp40,000,000
FIXED ASSETS:
Rent Rp66,880,000
Furniture & Equipments Rp27,104,000
Accessories Rp4,000,000
Office supplies Rp12,000,000
Administrative Expenses:
Salaries & Wag Rp300,000 Rp376,800 Rp442,800 Rp508,800 Rp574,800
Taxes & Licence Rp12,000 Rp24,000 Rp36,000 Rp48,000 Rp60,000
Office supplies Rp2,400 Rp4,800 Rp7,200 Rp9,600 Rp12,000
Maintenance Rp3,600 Rp4,600 Rp5,600 Rp6,600 Rp7,700
Operating Income:
Other income
Dividend Income
Income Before Rp810,000 Rp972,000 Rp1,134,000 Rp1,296,000 Rp1,548,000
Tax
Less:Income tax Rp81,000 Rp97,200 Rp113,400 Rp129,600 Rp154,800
_______________________________________________________________________
_
TOTAL NET
PROFIT Rp729,000 Rp874,800 Rp1,020.600 Rp1,169,100 Rp1,312,200
_______________________________________________________________________
_
GROSS PROFIT: Rp729,000
Less :Operating Expenses Rp323,600
Administrative Expenses Rp318,000
NET INCOME Rp87,400
PROJECTED BALANCE SHEET
ASSETS
Current Assets: Rp500,000,000
Fixed Assets
Rent Office Supplies Rp22,293,333
Furniture & Equipment Rp27,104,000
Utilities Rp1,536,000
Markets Products Rp140,000,000
Budget for Operating costs Rp40,000,000
TOTAL ASSETS Rp735,133,333
TOTAL LIABILITIES Rp0
CAPITAL
Capital Contribution Rp100,000,000
Rp100,000,000
Rp100,000,000
Rp200,000,000
Capital, end Rp247,133,333
TOTAL LIABILITIES & CAPITAL Rp235,133,333
CASH INFLOWS:
Cash Contributions Rp500,000,000
Loans Rp134,400,000
Total Cash Inflows Rp365,600,000
BREAK-EVEN ANALYSIS
Wages, Rent, Etc. Even the shares of the financiers. This is the profit left to put back in to
The projects employee will receive a daily salary and cost of living a month, social
security service (SSS) membership paid by the company while he/she is employed, one
week annual leave, sick/maternity leave’s days off in one week. After working for 5
months she will be considered as a regular employee and entitled to 13th month pay.
The government will received the taxes such as sales tax, income tax and taxes for
As company who care for the health and wellness, we believe that we have to share to the
Incorporation/Legal Registration
With:
a. The Department Trade & Industry August
b. Municipality/City Government August
c. Bureau of Internal Revenue August
d. “other” regulatory and registration office August
3 Negotiations/Approval/Release of -
Finances from projects proponents/
financiers
4 Determination/Awarding of engineering/ Rp
Management/marketing contracts
5 Incorporation/Legal registration Rp
with DTI,SEC,BIR,Municipal/City
government, other regulatory and
registration office
www.Bplans.com
www.Wellsphere.com
www.org-organics.org.uk/about-us.htm
www.pemkot-malang.go.id/eng/about.php
agribusinessplan.usask.ca/
1.http://www.abc-supermarket.com/cgi-bin/mivavm?
Merchant2/merchant.mvc+Screen=PROD&Store_Code=SE&Product_Code=TGM-
2.http://www.abc-supermarket.com/cgi-bin/mivavm?
Merchant2/merchant.mvc+Screen=PROD&Store_Code=SE&Product_Code=TGM-
175= Rp1,575,000
MATOS)
SUPPLEMENTS:
charge basis
Delivery Receipts- issued along with sales invoice and used a posting reference in our
stock cards.
Credit memos- issued to customers who purchase on discounts or those who are given
rebates.
Official Receipts-are given to customers who make direct or full payment of their
purchased items.
revised rules and regulations of Department of Trade and Industry, department of Health.
office.
There should be a suitable facilities and provision for disabled, a will stocked first aid
cabinet.