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Business Proposal
06.01.2019
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Schild
Natural Sunscreen
Medan , Indonesia
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Executive Summary
Business Concept
1. Highlights
Schild is a new company that provides high quality sunscreen consisting natural
ingredients. This sunscreen business has a potential to grow because not many people sell
sunscreen with natural ingredients in Indonesia.
2. Objectives
Our main objective is to provide sunscreen with high quality natural ingredients so that we
can satisfy our customer needs.
3. Mission Statement
● To provide highest quality of natural sunscreen which can be use everyday.

Management Team
The management structure and responsibilities:

Michelle Pamela as our Chief Executive Officer/Leader(CEO), in charge of the long-term

of the company.
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Jasmine Nicola as Chief Operation Officer (COO), in charge of the company operation’s,
look

Vanessa Tannavie as Chief Marketing Officer (CMO), in charge of planning the company
marketing strategy that includes sales management, product development, advertising and
maintaining relationships with customers.

Jessica Wihardi as Chief Product Officer (CPO), in charge of the product itself including
inventory and quality check.

Jesslyn Prawtama as Chief Financial Officer (CFO), in charge of the company economic
and financial planning that include financial reports.

Business Description
Brief Product Description
This sunscreen waterproof is very easy to be applied to the skin. We come up with a spray form
of sunscreen waterproof. Just spray it to part of our skin that needs to be protected. Our
sunscreen waterproof will not leave a sticky or greasy feeling on your skin. By using this
product, the skin will be more protected from the sun so it is not easy to get dark or burn. This
product is really suitable for the people who live in the tropics, especially Indonesia and also for
the country that have a long summer season. Besides protecting our skin from sunburn. It also
helps us to prevent dark spots on your skin. Our sunscreen waterproof is made with natural
ingredients. It can also whiten, moisturize the skin, and is suitable to be used for anyone. The
things that make our product different from those on the market is our base ingredients. Because
our sunscreen waterproof is made from natural ingredients so it is more safe to be used. And the
sunscreen waterproof also contains natural vitamins from each of the natural ingredients.
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Product and Service Plan

Mission and Vision Statement

Our mission is to offer a product made from natural ingredients to develop a skin care range, free
from harmful chemicals, supports friendly environmental practices and is rich of those elements
of Nature that are beneficial to the body, the mind and the soul.

Schild sunscreen spray is the result of the mix combination of natural ingredients that can be
trusted. Also related with ethics and respect for life, responsibility for the environment and the
desire to provide the best service to our customers. Because our customers satisfaction is our
number one priority.

Our vision is to be the most influential natural skin care product in Indonesia. Our ambition is
not to become the biggest skin care company. What drives us is sharing the knowledge necessary
to make great natural skin care products. Our vision is always to provide natural ingredients
product for customer so they don’t have to be worried and always have the feeling of security.

Market Analysis
Demographic Segmentation
Our sunscreen is commonly used by the people around 18-40 years old. Because at that range of
ages usually people like to travel or do outdoor activities a lot. And our product can be used by
both gender male and female. We modified our sunscreen based on both gender preferences. We
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provide variety of scents, so that it can suits both genders. It also has a very reasonable price for a
high-quality natural sunscreen. Everyone can afford it starting from the lower income to higher
income people. Schild is safe to be applied for everyone, no matter what your skin tone is.

Target Market
Our target market actually reach all people including adolescents, young adults, adults and even
elderly. Adolescents can use our product too because our sunscreen is made with natural
ingredients so it is safe and cannot harm their skin and will prevent their skin from sun light.
Nowadays, young adults like travelling very much. That is why our sunscreen waterproof is really
suitable for them to protect their skin so they can enjoying travelling without worrying about the
skin burnt. For the adults, especially female, they do not need to hide from the sun anymore, and
if they want to wear bikini in the beach they do not need to afraid their skin is getting darker
anymore if they use this sunscreen. Because this sunscreen makes their skin looks glowing and
also protect their skin from sunburn. And for the male, if they apply this sunscreen, their skin will
not dry and keep being moist so their skin will not peel off. While for the specific target market is
the adults especially the travelers. Because they like to do outdoor activities and have a high
possibility that they will encounter a hot weather while traveling. So this product is very
recommended for them.

Market Needs
We know that Indonesia is a tropical country. Which mostly is a dry season. And Indonesians have
to protect their skin in this dry season. And Indonesia people like something unique and different.
So, we come up with this high-quality natural handmade sunscreen. We also set a very reasonable
price so that everyone can afford it. Because we know that most Indonesians like to buy something
that is good yet affordable. Schild might not as popular as other sunscreen brand because it still
new and has not gain a lot of trust from our customer because we still in a process of developing.
But the thing that make our product unique is Schild is a high-quality natural handmade sunscreen
but with the price that is much more affordable than other kind of brand which become our strength
in competing in the market.
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Barriers to Entry
Our barriers to entry are brand loyalty and government regulations. Because Schild is still new, so
it is hard to gain trust from our customers. And we know that there must be a lot of customer that
is keep being loyal to the existing brand and ignore the new brand. That is what makes it hard to
change their perception. And we still don’t have the Certification of Halal from Indonesia
government. While other sunscreen brands which are sold in Indonesia have it. It makes Schild
hard to compete in the market.
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Marketing Strategy
Product Strategy
The things that make our sunscreen waterproof special is because of the natural ingredients that
we used. Which means our product is much safer. While other sunscreen waterproof is usually
contains chemical ingredients in it. So, it cannot guarantee the safety of the user. And because of
using the natural ingredients, it will give natural vitamins to the skin as an extra or additional
benefits.

Price Strategy
Our sunscreen waterproof is sold at a fairly cheap price and is certainly accessible to all people.
Which just cost Rp 35.000. Which cost much cheaper than other sunscreen waterproof that are
sold in the market.

Promotion Strategy
We advertise our product through online social media such as Instagram, Line@, WhatsApp and
through platforms like Shopee and Tokopedia. While for the offline, we are using brochures.

Analysis of Competition
Competitor
Among the sunscreen spray, the main competitors of embrasé are Nivea, L ’oreal, Neutrogena,
Shiseido , Banana Boat, Vaseline, Supergoop.

The main headquater of Banana Boat is in Australia. Another competitor is Nivea, which started
in Germany. Other than these, many other brands are also making it a competitive market.
Hence, Embracé needs to maintain its share in the market to survive and earn a profit.
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What makes us different from other competitors?

When it comes to sun protection, applying sunscreen is one of the most important things you can
do to combat the sun’s powerful rays. But sunscreen lotion is too common so we come up with a
rare type of sunscreen, its a spray sunscreen. Spray sunscreen will also protect your skin from
harmful UV rays and sun damage, the same function with sunscreen lotion. its takes less time to
apply and really easy to be applied for your children. So it is more convenient. Moreover our
sunscreen spray is made with natural ingredients without any chemical elements. So it is very
safe to be applied to children. Our sunscreen also cheaper than other brands.
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Objectives
Long term Goal
We will improve our product to meet the social needs and improve. So our company can always
stay on track in operating our business and creating plans for increasing the customer
satisfaction. We will expand our product through all indonesia, so our product can be known by
the public.

Strategy
We will try to dominate position in the market especially medan by endorse all medan influencer
to use our sunscreen. So everybody will curious wiith the Embrasè product and will buy it
immediately. We will make a interesting brochure to attract customer.

Evaluate Risk
Our spray sunscreen can last for one year after that cannot be used anymore because we use natural
ingredients without chemical elements to make it last longer.
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Operation & Management Plan

Production Process
The first thing in our production process is a quarter of coconut oil ,after that we put one
tablespoon of Non Nano Zinc Oxide, a tablespoon of shea butter, a tablespoon of aloe vera.
Then mix them all. The next step is to boil all the ingredients. After that we put the liquid into
our packaging and our product ready to send to our customers.

SWOT Analysis

Strengths
Our product strengths is we are using a natural ingredients and our ingredients is safe for all
types of skins and our product is provided in a travel size. So our product is really easy to carry
and our product can be used for both genders (male and female).

Weakness
Our product weakness is our product is still a new brand and our product just provided in one
size which is travel size so if our customers want to buy a big size we can’t provide it.

Opportunities
Our product opportunities is our product is still rarely in Indonesia because it’s still hard to find
sunblock with the spray method and our product is using a natural ingredients and this is the
advantages of our product.

Threats
Our product still don’t have Certification of halal from Indonesia association.
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Analysis of Financial Plan

Estimated Income
Starting Cost
● Fixed Cost

Eye Dropper Rp 5.000

Beaker Glass Rp 23.500

Double Boiler Rp 25.000

Packaging bottle Rp 5.500

Total Rp 59.000

Material Cost
● Variable Cost

Coconut oil Rp 215.000

Essential oil Rp 376.000

Non nano zinc oxide(1,1kg) Rp 436.000

Shea butter(1,1kg) Rp 405.000

Label Rp 54.000

Online Shipping Rp 189.000

Total Rp 1.675.000
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Selling Price
For the selling price we consider Rp 55.000 which is from the material that we used. And for the
reseller we consider Rp 45.000. We can offer Rp 45.000 if they take minimal 50 pieces. Nad for
the reseller it self we also offer an installment so they will not feel burden to pay with a high price.
But at first they need to pay a DP 40% from the total price. And for the rest they must pay it all in
2 or 3 month.

Profit
Estimation selling per month
= target selling for one day x selling price x 30 days
= 40 bottle x Rp 55.000 x 30 days
= Rp 66.000.000 per month

Profit
= sales - initial capital
= Rp 66.000.000 - Rp 33.024.000
= Rp 32.976.000

Estimation selling for reseller (1 month)

= estimation sales x selling price
= 350 x Rp 45.000
= Rp 15.750.000

Profit
= sales – profit per 350 piece
= Rp 15.750.000 – Rp 3.500.000
= Rp 12.250.000
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Source of Capital and Usage

Our source of capital for Embrasé comes from the capital of 5 members as business owners with
the same amount. So, the profits from our business will be allocated to the 5 business owners
with an equal amount.

Growth Plan

Other Plans
The other plan that the team deemed necessary is we have to do more promotion among the people so that
the outside community acknowledge and knows our products better and finally we can gain the trust of
our customers. Besides doing promotions, we will also active in making innovations for our products. So
that buyers will not get bored with us. We will always try our best to make our products become even
more attractive. And regarding our supplier, we will look for a better supplier that can help the
developments and improvements of our products.