Introduction

Organic food is becoming more and more popular, as people look for ways to live a

healthier, pesticide-free, environmentally friendly, and sustainable lifestyle. Since the

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

food sales in the worldwide.

Recent studies have shown clearly that people who switch to organic foods have much

reduced levels of pesticides in their bodies.

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

to complete this task so that We will not procrastinate in doing it.

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

designed our company’s logo.

To SMU-HK for offering the continuing education for us and being an instrument in

opening another door an opportunity of becoming an entrepreneur.

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,

chemical –and preservative-free groceries, cruelty-free body care and eco-household

product.

To provide a comfortable shop of the organic food in the community.

MISSION:

SENIA Organic Food is committed to providing the highest quality, fresh and natural

food, health and wellness products.

Educate and introduce a new and enlightened attitude toward healthy eating.

OBJECTIVES:

Provide our customers with the freshest, organically grown fruits and vegetables.

Offer foods without artificial colors, flavors, or additives.

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.

The type our business as general partnership

Our project will be located at MATOS, Malang City, East Java province.

The proponents are Nur Piatin, Aristanti Retnaning, and Naning Candra Kurnia.

MANAGEMENT AND PERSONNEL FEASIBILITY SUMMARY

Our management staff shall be composed of manager, admin/finance, Advertising/

promotion, cashiers and produce/customer service staff. Nur Piatin will be responsible for

manager and daily operation. Naning Candra Kurnia will be responsible for

Advertising/promotion and product ordering, and Aristanti Retnaning will be responsible

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

shall be conducted regularly.

MARKETING FEASIBILITY SUMMARY

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

our business as an alternative is available locally. We use a recyclable bags as our

responsibly with Environmental Protection Department. Manpower requirements shall be

accordance with the government minimum requirements in operating our proposed

project. The proposed business shall be open six(6) days a week with ten working hours

and a lunch break. Closed on Friday.

FINANCING AND FINANCIAL FEASIBILITY SUMMARY

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

Rp60,000,000. They will also secure a Rp40,000,000 from bank.

SOCIO-ECONOMIC FEASIBILITY SUMMARY

The proposed business can absolutely contribute to the municipality of our proposed

location in the form of taxes permits and license payments. Moreover, social

responsibility consists of obligations a business has to society.

To the environment, energy, community involvement and human resources.

PROJECT IMPLEMENTATION AND TIMETABLE

Assuming that the proposed project total operating time frame until the star of our normal

operations is six months.

1.2 CONCLUSION TO FEASIBILITY

We believe this proposed project is feasible and will operate soon.

 CHAPTER 2 PROJECT BACKGROUND
_______________________________________________

_
1.1 PROJECT PROPONENTS

Name Nationality Address % ownership

Nur Piatin Indonesian Madiun, East Java 20%
Aristanti Retnaning Indonesian Jombang, East Java 20%
Naning Candra K Indonesian Malang, East Java 20%

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

debts of the partnership and any member of it.

2.2 PROPOSED NAME OF THE BUSINESS

SENIA Organic Food is a day shop which provides the highest quality, fresh and natural

food, health and wellness organic products.

2.3 TYPE OF BUSINESS ORGANIZATION

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.

2.4 LOCATION OF THE SHOP

Malang Town square /MATOS, Jl Veteran No.5

Malang City, East Java province, Indonesia.
 CHAPTER 3 MANAGEMENT AND PERSONNEL
FEASIBILITY

3.1 PERSONNEL (ADMINISTRATIVE)

 Proposed number of administrative personnel is two.

 Proposed Organizational Chart.

Line Type of Organization

0100090000037400000002001c00000000000400000003010800050000000b0200000000
050000000c02f503c006040000002e0118001c000000fb02ceff0000000000009001000000
000740001254696d6573204e657720526f6d616e00000000000000000000000000000000
00040000002d0100000400000002010100050000000902000000020d000000320a2d00fff
f0100040000000000bd06f503200016001c000000fb021000070000000000bc0200000000
0102022253797374656d000000000000000000001800000001000000e8f72300e4040000
040000002d010100030000000000

 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.

Job Requirements Specifications Responsibilities

Manager To coordinate Analyze problems, make decisions,

activities and communicate effort in the
within the implementation of these decisions
organization
Finance Handling of Preparing budget, tax information’s,
financial of the financial report
organization
Promotion/ Advertising Personal Finding new customers and revenues
 selling, image
branding sales
promotions,
publicity
Stocking Handling of Handle of good that will be sell
the stocking of
goods.
Staff 1, 2, 3, 4, 5. Helping Provide an excellent service to our
customer, give valued customers.
service and
receptionist,
cashiers

PROPOSED SALARY OF PERSONNEL

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

basis wages of Rp1,250,000.00.

MANAGEMENT PERSONNEL

Beside Nur Piatin, Aristanti Retnaning and Naning Candra Kurnia, SENIA Organic

Food will have a staff of five:

1Two cashier

2Three customer service.

Personnel plan
Year1 Year2 Year 3
____________________________________________
Nur Piatin Rp5,000,000 Rp6,000,000 Rp8,000,000
Retnaning Aristanti Rp5,000,000 Rp6,000,000 Rp8,000,000
Naning Candra Kurnia Rp5,000,000 Rp6,000,000 Rp8,000,000
2 Cashiers and 3 CS Rp10,000,000 Rp12,500,000 Rp15,000,000
Total People 8 8 8
_____________________________________________
Total Payroll Rp25,000,000 Rp30,500,000 Rp39,000,000

3.2 MANAGEMENT PROPOSALS

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

objective. Commitment objectives is a rewards associated with their achievement.

The average human being learn under proper conditions not only to accept but also to

seek responsibilities. The capacity to exercise a relatively high degree of imagination,

ingenuity and creativity in solution of organizational problems widely not narrowly

distributed in the population. Under conditions of modern industrial life the

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

vacated by an ineffective competitor.

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.

CHAPTER 4 MARKETING FEASIBILITY

4.1 GENERAL MARKET DESCRIPTION

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

the SENIA Organic Food shop.

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

a twenty minute drive.

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

the freshest, organically grown fruits and vegetables. Consume of foods

without artificial colors, flavors, or additives. Cleanses, pure, natural

supplements and colors, flavor, or additives.

Geographical
Location : Malang has a total area of 252.136 km2. It shares its borders with

Pasuruan(North), Lumajang(East), and Batu(West). Mounth Bromo, one of

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

domestic airport with flights to Jakarta.

Malang city is well-known as a industrial and trading city, tourism city,

tourism city and education city with many fine universities these help

enhance Malang city for intellectual inquiry and innovation, much of this

can be found reflected in Malang city creative arts and talented

craftspeople. Malang has a total area of 110.06 km2 .

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 shimmering floodplains-and everything in

between.

Find a well-worked land blessed with great fertility, a wide range of

climates and ample 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 plantations of exotic crops.

Population: There are roughly 1,175,282 people living in Malang. The population

density is 10,000-17,000/Km2, with population growth of 9,3% per year.

Income Level: Middle Income earners and up, socialites, workers

Job Categories: Teachers, Government employees, Farm owners, Plantation workers,

Families of over-seas workers, college students and retirees.

4.2 TARGET MARKET

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

because of its unique community environment. The community is home to a

number of artists and craft people that operate the Malang City Craft fair. This

creates a festive environment in the Malang central commercial/retail area that

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

for the SENIA Organic Food shop.

2Students: A significant number of students prefer to shop at a natural food store.

 SENIA Organic Food will be within walking distance for most area residents. Our

location will make our shop a convenient place to shop on the way home from

classes.

MARKET ANALYSIS

Family member Student Other

MALLS LOCATED IN THE CITY:

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

PLASA MALANG JL. KH Agus Salim 28 324674

PLASA DIENG JL. Raya Langsep 2 568030

PLASA GAJAHMADA JL. KH Agus Salim 18 366589

MITRA II Dept Store &

JL. LetJen Sutoyo 32-34 491939
Supermarket
Jl. Blimbing Indah Megah No. 2 Malang 0341-
PLASA ARAYA
409310(www.plazaaraya.com)
MATOS (Malang Town
Jl Veteran 5 Malang
Square)

HERO SUPERMARKET JL. Basuki Rachmad 2A 369085

CAREEFOUR Jl A Yani 2 490023

MITRA I Dept Store &

JL. KH Agus Salim 10-16 327987
Supermarket
MALANG OLYMPIC
Jl. Kawi Malang
GARDEN (MOG)
http://www.malangkota.go.id/index2.php?id=16060730

4.3 DEMAND FIGURES DATA FOR THE LAST FIVE YEARS.

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.

Year Pop of Malang City

2006 861.405
2007 894.999
2008 929.903
2009 966.169
 2010 1003.849
Id.wikipedia.org/wiki/kota_malang

Take the actual demand for the last year(2010) 1,003,849

Less the demand for the first year(2006) (861,405)
The difference increase/ (decrease) 142,444
142.444 divided by 5 (2006 to 2010) 28,488

Projected year Total Projected Demand

1.2011 (2010=1,003,849) + 28,488 1,032,337
2.2012(2011=1,032,337) + 28,488 1,060,825
3.2013(2012=1,060,825) + 28.488 1,089,313
4.2014(2013=1,089,313) + 28,488 1,117,801
5.2015(2014=1,117,801) + 28,488 1,146,289

Years of operation Total projected demand

First 1,032,337
Second 1,060,825
Third 1,089,313
Fourth 1,117,801
Fifth 1,146,289

4.4 SUPPLY

According to Masyarakat Pertanian Organik Indonesia (MAPORINA) There is an only

one of supermarket that sold of organic products in Malang City, it is a Cereefour in Jl

A.Yani No 2.

So, with only one competitor, we would like to get their market share with our unique

service, good advertising and promotion.

This will be our main reason for easy penetration of the organic market.

4.5 GENERAL MARKETING PRACTICES

A local establishment that could help in marketing our products. They key establishment
to support small and medium enterprise.

1. Malang Trade Center

2. Sampoerna Academy scholarship Winners–Foundation for local education office

staff and entrepreneur.

3. Agribusiness Center of Batu Malang-Organic Farm.

4. Masyarakat Pertanian Organic Indonesia (MAPORINA)

5. Kantor Pemerintahan kota Malang .

COMPETITIVE EDGE

Location:

Located in the heart of the Malang City, East Java province.

The foot traffic in the retail area is very strong.

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

pancake brunches and benefit barbecues.

Sales strategy

The sales strategy of the SENIA Organic Food is simple. The key to customer

satisfaction is a community-friendly store that is easy to navigate and has knowledgeable

people to help customers find what they want quickly.

Sales forecast

The following is the SENIA Organic Food’s sales forecast for three years.

Year 1 Year2 Year 3

____________________________________________________
Sales
Sales Rp810,000,000 Rp.972.000.000 Rp.1.134.000.000
Others Rp0 Rp0 Rp0
Total Sales Rp.810.000.000 Rp.972.000.000 Rp.1.134.000.000

Direct Cost of Sales

Year1 Year2 Year3
_____________________________________________________
Sales Rp.18.000.000 Rp.21.600.000 Rp.32.400.000
Others Rp0 Rp0 Rp0
Subtotal Rp.18.000.000 Rp.21.600.000 Rp.32.400.000
Direct cost
 1500

1000

500

0 sales
Year 1 Year 2 Year 3 others

4.6 PROPOSED MARKETING PROGRAM

 Present national and local marketing policies and assistance packages and

programs that will benefit our project.

“One stop shop” program all offices with direct participation of documents are house in

one place for smooth flow of documents.

State Marketing Philosophies and Task

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

market is looking for a product quantity beside quality.

 Marketing Research and Development ( R & D ) Program

We update on current Business Analysis, source of information, product and services

development and the source of information, research activities. Budget Limits is

Rp2,000,000.
  Product- Mix and Marketing Mix Strategies

Consider our budget Limits: Rp2,000,000

Know your

Product-Mix With: How many lines will be sold by company?

Product-Mix Depth: What will be the average number of items to be offered by company

per product line?

Product-Mix Consistency: What will be the relationship of company’s different product

lines to our all marketing program.

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

their first shopping experienced memorable.

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

replaced from time to time.

 Term and Conditions of sales Strategies

Consider

a. Discount and Allowances:

 quantity discounts: Discounts of the parcel service and non-deliveries.

Cash discounts: Percentage off if paid in cash more from term.

b. Promotional Allowances: Gift Coupon

 Advertising and Promotional Strategies

Advertising

The advertising director will have to carefully develop an advertising campaign to

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

included in the office supplies expense.

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

second commercials to run on Monday, Wednesday, and Friday .

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-

shirt will be given to the first 100 customers.

CUSTOMER SERVICE

Labeling system:

We introduce ”Labeling System” to help customers making informed choice a bit easier.

There are two elements in this system-

1FOOD LABELS highlights which foods are gluten free, wheat free, sugar free, low

carbohydrate, fair trade or organically made.

2PRODUCT LABELS shows which products are made with organic ingredients,

good for gift ideas, and good for school children.

Convenient shopping:

1Twice-a-week home and office delivery

2Enquiries hotlines and email.

3Easy ordering methods(phone, fax, online and in person)

Easy payment method:

We accept cash, VISA and Master card payment.

VIP benefits:

Our VIPs are eligible to enjoy purchase discounts, birthday gifts, special promotional

offers and other discounts offered by 3rd party merchants.

CHAPTER 5 PRODUCT OR TECHNICAL

FEASIBILITY
_______________________________________________________________________

5.1 TYPE OF ORGANIC FOOD PRODUCT

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

certification with it.

FRESH ORGANIC FOOD

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 ORGANIC FOOD

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

food that claim to be “organic”.

5.2 QUALITY PLEDGE

1Only the finest quality of products will be considered by our merchandising team.

2Product made of organic ingredient are always on top priority to carry.

3Food products made of natural ingredients are chosen if they also meet other

criteria : no MSG, no GM substance, no hydrogenated oils, no preservatives, and

no additives.

5.3 PRODUCT

The SENIA Organic Food will offer customers organic and locally grown produce,

chemical- and preservative-free groceries. The product are:

1Free of artificial colors

2Free of artificial preservatives.

 3Free of chemical additives.

4Organically grown, whenever possible.

5The least processed or unadulterated version available.

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

According ”Otoritas Kompeten Pangan Organic” there currently are no Indonesian

accredited certifier. Some individuals have qualified as organic inspectors due to

International recognition.

The National Association for Sustainable Agriculture Australia (NASAA) and SKAL

International are among international certifier that operate in Indonesia.

Food, labeling and advertisement

Date :21 July 1999
Number :PP No.69/1999
Description : Government Regulation of the Republic of
Indonesia No.69 year 1999 regarding food, labeling and
Advertising.

5.5 TECHNOLOGYCAL ASSISTANCE

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.

A. Accounting firm for an accountant

B. Book keeper

C. Department of Trade and Industry

5.6 PROJECT SITE LOCATION

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

shimmering floodplains-and everything in between.

Find a well-worked land blessed with great fertility, a wide range of climates and ample

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

plantations of exotic crops.

Project Proposed Location:

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

establishment of the government offices, universities, bank and business.

State the current cost of real state in the vicinity of our project site.

5.7 PROJECT LAYOUT

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

6.1 Initial Capital Requirement and Analysis

Monthly

Salary of owner-manager Rp15,000,000

All other salaries and wages Rp10,000,000
Rent Rp5,573,333
Advertising Rp400,000
Supplies Rp250,000
Telephone Rp100,000
Other Rp400,000
Insurance Rp250,000
Taxes, including social security Rp1,000,000
Interest Rp800,000
Maintenance Rp300,000
Legal and Other professional fees Rp1250,000
Miscellaneous Rp600,000
_______________________
Rp35,923,333
One-Time

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

6.2 Total project cost

Item Category Total

A Fixed Capital Cost
1. Buildings R200,000,000
2. Furniture and Equipment Rp27,104,000
Total Initial Fixed Capital Cost Rp227,104,000

Item Category Total

B Pre Operating Capital Cost
1 Management of Pre Project Operations
a. Recruit and Training Rp5,000,000
b. Arrangement for Marketing and Promotion Rp2,500,000
c. Legal Permits Rp3,250,000
_______________________________________________________________________
_Total Pre-Operating Capital Cost Rp10,750,000

Item Category Total

C Initial Working Capital
1. Current Assets
a. Inventories Rp140,000,000
b. Cash On Hand Rp300,000,000
2. Pre-Operating Production Cost
a. Salaries and Wages Rp25,000,000
Total Initial Working Capital Rp465,000,000
Total Cost of Project Rp702,854,000

CHAPTER 7 FINANCIAL FEASIBILITY

_______________________________________________________________________
_

Major Assumed Cost

CATEGORY SHARES %CONTRIBITION

_______________________________________________________________________
_
Nur Piatin Rp100,000,000 20%
Retnaning Aristanti Rp100,000,000 20%
Naning Candra K Rp100,000,000 20%
Loan Rp200,000,000 40%
TOTAL: Rp500,000,000 100%

PROJECTED BALANCE SHEET

SENIA ORGANIC FOOD

December 31,2011
Projected Balance sheet
For the years ended 2011
ASSETS

Current Assets:

Cash On Hand Rp300,000,000

Cash on Bank Rp200,000,000

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

TOTAL ASSETS Rp749,984,000

PROJECT CASH FLOW STATEMENTS

SENIA ORGANIC FOOD

December 31,2011
Projected Cash Flow Statements
For the years ended 2011

Year1 Year2 Year3 Year 4

_______________________________________________________________________
_
Cash Balance beginning: Rp247,133,333
Add: cash receipts
Net sales Rp810,000,000
Other Income:
Service Rp0
Total net income Rp810,000,000
Tax x.10
Income tax payable Rp81,000,000
TOTAL Sales /service Rp810,000,000
(Rp81,000,000)
Rp729,000,000
Less: Selling Expenses ( Rp310,800,000)
Cash balance, ending Rp418,200,000

PROJECTED INCOME STATEMENTS

SENIA ORGANIC FOOD

Projected Income Statements
For the years ended 2011
(000)
Year1 Year2 Year3 Year4 Year5
______________________________________________________________________________
Sales Income: Rp810,000 Rp972,000 Rp1,134,000 Rp1,296,000 Rp1,548,000.
Service income Rp0 Rp0 Rp0 Rp0 Rp0
______________________________________________________________________________
Σ Net Income: Rp810,000 Rp972,000 Rp1,134,000 Rp1,296,000
Rp1,548,000
Less: Operating Expenses:
Selling Expenses: Rp310,800 Rp376,800 Rp442,800 Rp508,800 Rp574,000
Traveling Rp5,000 Rp10,000 Rp15,000 Rp20,000 Rp25,000
expenses
Advertising stra- Rp4,800 Rp9,600 Rp15,000 Rp20,000 Rp24,000
tegies &Promotion
Insurance Expenses Rp3,000 Rp6,000 Rp9,000 Rp12,000 Rp15,000

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

SENIA ORGANIC FOOD

Balance Sheet
As of December 31,2011

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

PROJECTED CASH FLOW

The following table the projected cash flow

SANIA ORGANIC FOOD

December 31, 2011
 Cash Flow

CASH INFLOWS:
Cash Contributions Rp500,000,000
Loans Rp134,400,000
Total Cash Inflows Rp365,600,000

Less: CASH DISBURSEMENTS:

Rent Rp22,293,333
Furniture & Equipments Rp27,104,000
Accessories Rp4,000,000
Utilities Rp1,536,000
Office Supplies Rp200,000
Market products Rp140,000,000
Budget for Operating costs Rp40,000,000
TOTAL ASSETS Rp235,133,333
_______________________________________________________________________
_
CASH BALANCE, END Rp247,133,333

BREAK-EVEN ANALYSIS

SENIA ORGANIC FOOD

BREAK-EVEN POINTS
SUMMARY
FINANCIERS: SHARES %CONTRIBITION
CATEGORY:
Nur Piatin Rp100,000,000 20%
Retnaning Aristanti Rp100,000,000 20%
Naning Candra K Rp100,000,000 20%
Loan Rp200,000,000 40%
TOTAL CAPITAL CONTRIBUTIONS: Rp500,000,000 100%

SUMMARY EXPENSES: Rp481,800,000

O/P: Rp18,200,000

Total Income: Rp810,000,000

Less: Income tax Rp81,000,000
_________________
GROSS PROFIT Rp729,000,000
TOTAL SERVICE & SALES INCOME : Rp729,000,000 By YR3= Rp1,020,600,000
LESS:OPERATING EXPENSES Rp481,800,000
______________
NET PROFIT IN 1 YEAR Rp247,200,000 X yrs, Rp741,600,000

BY YEAR 3: Rp1,020,600,000 by year 3 we can pay back the money of

investors.
Less investors Rp500,000,000
_________________
OTHER NET PROFIT Rp520,600,000

Add: NET PROTIF Rp741,600,000

_________________

TOTAL NET PROFIT Rp1,262,200,000 IN 3 years.

This is our sales income left after all expanses we’ve paid, including Taxes, Salaries and

Wages, Rent, Etc. Even the shares of the financiers. This is the profit left to put back in to

our growing business, and to possibly pay our self a bonus.

 CHAPTER 8 SOCIO-ECO FEASIBILITY

7.1 PROJECTS EMPLOYEE

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.

7.2 THE GOVERNMENT

The government will received the taxes such as sales tax, income tax and taxes for

application of business in Malang City.

7.3 OTHER BENEFICIARIES

As company who care for the health and wellness, we believe that we have to share to the

community by getting involved sponsorship of public health projects and the

environment like recycling efforts.

CHAPTER 9 PROJECT IMPLEMENTATION AND

TIME TABLE
2011
______________________________________________________________________
ACTIVITY DURATION(unit of time)
Project conceptualization and June
Identification

Preparation of project feasibility June

Study

Negotiations/ Approval/ Release of July

Finance from project proponents/
Financier

Determination/Awarding of engineering/ July

Management/marketing contracts

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

Arrangement/Supervision for management

(selection/recruitment/training) of:
a. Customer services September
b. Cashiers September
Arrangement/supervision for operation
(preparation/canvassing and negotiations/
Delivery and receipt acquisitions/construction/
Installation of project:
a. Land October
b. Improvements October
c. building and facilities October
d. machineries and equipment and accessories October
arrangements/Supervision for marketing
(presentation/canvassing and negotiations)
Of:
a. Marketing budgets November
b. Advertising and promotions November
Dry Run of Operations December
Start of normal operation December
Budgeting and Costing
No Activity Pre-Operating Cost
1 Project conceptualization and -
Identification

2 Preparation of project feasibility -

Study

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

6 Arrangement/Supervision for management Rp

(selection/recruitment/training)

7 Arrangement/Supervision for operations Rp

(preparation/canvassing and negotiation/
Delivery and receipt/acquisition/construction
(fabrication)installation of projects

8 arrangement/supervision for marketing Rp

(presentation/canvassing and negotiations
Of marketing budget)
9 Dry Run Operation Rp
10 Start Normal Operations Rp
Total Rp
Assignment of Activities
_______________________________________________________________________
_
No ACTIVITY In-Charge*
1 Project conceptualization and Naning
Identification
2 Preparation of project feasibility Naning
Study

3 Release of Finances from projects Aritanti

proponents

4 Determination/Awarding of engineering/ Aristanti

Management/marketing contracts

5 Legal registration Aristanti

6 Arrangement/Supervision for management Nur Piatin

(selection/recruitment/training)

7 Arrangement/Supervision for operations NurPiatin

(preparation/canvassing and negotiation/
Delivery and receipt/acquisition/construction
(fabrication)installation of projects

8 arrangement/supervision for marketing Naning

(presentation/canvassing and negotiations
Of marketing budget)
9 Dry Run Operation Nur Piatin, Aristanti,
Naning
10 Start Normal Operations Nur Piatin,Aristanti,
Naning
_______________________________________________________________________
_

CHAPTER 10 ANNEXES AND OTHER

WEBSITES

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-

69RFreezer Freezer HK$3,154= Rp3,154,000

2.http://www.abc-supermarket.com/cgi-bin/mivavm?

Merchant2/merchant.mvc+Screen=PROD&Store_Code=SE&Product_Code=TGM-

69RFreezer machine chasier USD 718 = Rp6,500,000

3.http://www.ecvv.com/cat6/Supermarket-Shelf.html supermarket shelf USD 50

supermarket shelf= Rp450,000

4.http://www.alibaba.com/products/cashier_desk/--28290399.html chasier Desk USD

175= Rp1,575,000

http://forum.ub.ac.id/index.php?action=vthread&forum=6&topic=2491 (Price Stand in

MATOS)

rent= Rp30,000,000/th sell= Rp260,000,000

SUPPLEMENTS:

List of marketing forms and records:

Sales Invoice-used to invoice merchandise (service) sold to customers either in cash or in

charge basis

Delivery Receipts- issued along with sales invoice and used a posting reference in our

stock cards.

Receiving Receipts-are used to record stock purchases from suppliers.

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.

Project General Company policies:

Minimum standard requirement in operating shop in the Malang City according to

revised rules and regulations of Department of Trade and Industry, department of Health.

If corporations-security and exchange commissions. Local Government Office, Mayors

office.

The location should be safe and comfortable.

There should be a reception center attended by qualified and trained staff.

There should be separate toilets for men and women.

The shop should be provide different types of product.

There should be a suitable facilities and provision for disabled, a will stocked first aid

cabinet.

LOGO FOR OUR SHOP