MMB Final Project

Outline
Chapter 1
Company Profile
Chapter 2
Nature of Business
Macro Environment
Immediate & Competitive
Environment
Chapter 3
Overview Products
Business Model for each
product
Chapter 4
Organization
HRM
Marketing
Operation
Other Sources
The Background
The 99ers Radio was first aired on the 9
th
of September 2000.
They reached the 3
rd
position for the most listened channel for
people in the age of between 15 and 24 years-old (teens). And,
they got the 7
th
position for all kinds of segment. All those were
based on the AC Nielsens survey 2001. After one and a half years
of airing, AC Nielsen reported that they succeed on reaching the
first place for teens radio, and the 5
th
place for all segments. On
the 2003, they were still on the first place for teens radio, and
rose to the 3
rd
place for all segments. Next year, they sat on the
first place for both awards. Same thing went for the next 3 years.
And for the first time in the AC Nielsens surveys history, they
held the throne of teens radio in Bandung for 7 years in a row. It
was all because they did it in a good, and honest way to promote
their radio, and they held their principle as The One and Only
Funky-Funky Station.

Company Profile
Management : PT. Radio Swara Milliard Artha
Address : BRI Tower 14th Floor (Jl. Asia Afrika No. 57-59,
Bandung)
Frequency : 100.00 FM (Bandung) ; 99.90 (Jakarta)
Call Station : Ninetyniners Radio
On Air-Character : Funky
Audience call : 99ers
Announcer call : Funky DJ
Statement positioning : The funky funky station
Slogan Radio : Keep funky, be yourself, no matter what they say
Education : Junior and Senior High school, College
Proportions : Indonesia (30%) ; Western (70%)





Characteristics
Main theme
Entertaining people
Value Proposition
News
Event
Entertainment program
Promotions
Knowledge Focus
Market Segmentation (Teenagers)
Key Process
Up-to-date
Customer Role
Listener





Vision & Mission
Vision
Become a promotional media for the needs of
advertising of companies in Bandung Jakarta and
surrounding.
Mission
Cooperate with client / business partner.
Give information to the listener with soft language style
and easy to understand.
Provide promotional facilities with high quality.
Give information easily.





Divisions & Roles
Business Model canvas
KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITIONS RELATIONSHIP
CUSTOMER
SEGMENTS
Music label training youth to
operate 99ers radio
stations
entertaiment
self service
downstream
offer customers some
entertainment program
such as music or comedy
programs
television
radio listeners
conducting some
events
Media


KEY RESOURCES
news / events
CHANNELS
offer daily news through
radio broadcasting
upstream

announcer
radio

promotions
desktop ( streaming
radio )
advertisers

Music
giving the promotion for
advertiser who wants to
advertising their products


investors


COST STRUCTURE REVENUE STREAMS
employees
events fee
monthly events
sale of radio advertising
cost for broadcasting

Value Chain of 99ers
Inbound Operation Outbound Marketing Attention
Mixer
Microphone
Headphone
Announcer
Computer
Searching
the news
Guest
Interview
Playing music
Joking
Promoting

Radio
Station
Caf
Hotel (In
progress)
Radio
School
Only
available in
Bandung &
Jakarta
Visiting
School
Become a
sponsor of
an event
Song
request
session
Interactive
program
Macro Environment
Economy: Since the economy of Indonesia is still growing, it
brings the positive impact for many advertisers to use 99ers
as media partner for promoting their product.
Legislation: According to Indonesian legislation, it requires
99ers for not mentioning bad contents and not talking
offensively.
Demography: Indonesia is a big country, it is quite possible for
99ers to make another branch in big city.
Societal: Providing donation during disaster.
Technology: The growth of technology can make 99ers to
improve their equipment.
Competitive Environment
Supplier Power
High, because by maintaining the radio equipment, it needs
much cost and also the suppliers are quite rare.
Customer Power
Low, because of the listener are free to listen 99ers radio.
Threat of New Entrants
High, it needs much money to build a new company radio.
Substitute
High, the listener can easily choose their radio.
Rivalry
High, because there are too many competitors in the radio
industrial.
Revenue Composition
Advertising
70%
Event
10%
Sponsor
15%
Others
5%
Expenses


Investment
Maintenance
Salary
Chapter 3
Overview Products
Offline Product
99ers coffee is a side project built by 99ers radio
company, which operates in foods & beverages.
Online Product
99ers radio & 99ers radio online streaming online
can be accessed in www.999.fm or 100.00 FM.
Business Model For Each Product
99ers coffee
Customer Segments : Teenagers whod like to have some good
times.
Value Propositions : Providing good place with attractive design
interior especially in food and beverages.
Channel : Coffee shop
Customer Relationship : Self Service
Revenue Stream : Selling Product
Key Resources : Coffee machines, barista, and other employees.
Key activities : Selling and buying, developing products.
Key Partners : Place provider (BIP and PVJ), 99ers Radio.
Cost Structure : Employees, cost of production, and cost of
maintenance




Business Model For Each Product
99ers Radio
Customer Segment : Teenagers
Value Propositions : offers listeners some entertaining programs
and information.
Channel : Radio desktop
Customer Relationship : self service
Revenue Stream : Mostly comes from advertisement, event, and
sponsor.
Key resources : announcer, music, equipment.
Key activities : Training youth to operate 99ers radio, developing e-
commerce, conducting some events.
Key Partners : Media, service provider, music label, and television.
Cost Structure : fee of employees, cost for maintenance, cost for
production, fee for making event.

Values and Norms
The announcer should deliver
Standard of Censorship
Radio has their own standard of censorship.
Mostly, every radio has the same standard of
censorship especially for the announcer.
Announcer, cant mention anything about
insult or judgement of SARA.
There is no consideration in reviewing
grammar as they intend to speak like
teenagers.
Nature of Business
Imitation
Localism
Sensation
Social Influence
Political Influence
Chapter 4

Competitive Strategy
Radio doesnt have specific strategy in competing
between competitors. Their strategies are very
general. By making best programs, is the only way
to compete each other.
99ers is not only making best programs, but also
they have side project such as 99ers coffee, 99ers
radio school and 9coustic. Their side projects
have big influence for expanding their business.
HRM
The announcer that work in 99ers are taken
from 99ers radio school. They have to pass a
selection before they become Funky DJ.
For the rest, they are recruited through media
such as news, flyer, etc.

Operation
Making script
Before the airing is started, the producer should find topics
that will be delivered when airing.
Airing
Announcer delivers content of their program which is
made by the producer.
Advertising
The marketing manager search for advertising from
companies.
Promoting
99ers sometimes promoting an event. Generally, they
become sponsor of high school event or music event.
Marketing
Upstream
For the upstream customer, they cooperate
with companies that want to advertise their
product. They also cooperate with some
artists that want to promote their new songs
or album.
Downstream
For downstream customer, the customer
mostly come from listener (teenagers).