Entrepreneurship

A. Tunggul Birowo, SH., MBA.

98063
Introductory Chapter
Understanding
Basic Marketing Principles
 Entrepreneurship
It’s kind of knowledge to connect (blood line) which are
having by somebody in terms of information, knowledge,
skill, competence, hobby, vision, personality, IQ, EQ, SQ
and own network to optimize and utilize to settle the
problems, test, trial, challenge, difficulties and limitation
by using creativity and innovation so that it can gain
value added and inspiration.
 Needs, Wants & Demands
• A Human need is a state of felt deprivation of some
basic satisfaction. The needs which are not created by
their society or marketers, they exist in the very texture
of human biology and the human condition.

• Wants are desires for specific satisfiers of these

deeper needs. Human wants are continually shape and
reshape by social forces and institutions.

• Demands are wants for specific products that are

backed up by an ability and willingness to buy them.
Wants will become demands when supported by
purchasing power.
5
 Mobile, Mobile,
Need → Alat Telekomunikasi Berjarak Mobile &
Mobile Texting, Texting,
Texting
Phone MMS MMS
Want → Telepon (Fixed Phone / Land Phone
Phone Phone
Phone) Big Size SMS –
120 ch. Rp. 2000,- Y!
Expensive per-MMS Yahoo
Rp. 250,- Messenger
per-SMS
Android
System Full Internet Service Blackberry Mobile,
Smartphone Provider Messenger Texting, MMS
IOS System (BBM) Email Phone
Data Package
separated from the
Blackberry Nokia
Functions of the Phone Telecommunication cost
Phone Era Coomunicator
1. Traditional Telecommunication (Speaking
Package Cost Offered by
Conversation) One Time High
the Telecommunication
2. Modern Telecommunication (Exchange Data, Payment Cost Communication
Provider
Pictures, Video Telecommunication and with unlimited Cost
others Possible printed materials) Usage
3. Photography function including the (Package
Photography Modification Software). Offer)
4. Social Media Tools.
5. Entertainment, games & others.
6. Studying Platforms.
7. General Necessity Tools: Compass, Application of Need & Want
Calculator, Watches, Stopwatch.
8. Office Equipments: Office Supporting
Softwares
Theory in the real world
Picture of Mobile Phone
Blackberry Phone Various Blackberry Phone

Various Android Phone Various IOS Phone

 Functions of the Phone
1. Traditional Telecommunication (Speaking Conversation)
2. Modern Telecommunication (Exchange Data, Pictures, Video
Telecommunication and others Possible printed materials
exchange)
3. Photography function including the Photography Modification
Software.
4. Social Media Tools: Instagram, Twitter, Facebook and others.
5. Entertainment, games & others.
6. Studying Platforms.
7. General Necessity Tools: Compass, Calculator, Watches,
Stopwatch, Alarm and others.
8. Office Equipment: Office Supporting Software – Words, Excel,
Power point and others.
 Important Component of D e m a n d
1. Want for Specific Product.
2. It has to be backed up with:
- Ability to purchase the specific product à it has to
have compatible purchasing power.
- Willingness to buy them à it means he/she really
want to buy them because there is need on
that particular specific product.

WANT for specific product might not be considered as

Demand if the abovementioned factors are not fulfilled
accordingly.
Need, Want & Demand
creates Customers
Need

Customer

Want Demand
 Marketing Concept

• The Key to achieve organizational goals,

consist of:
? Determining the NEEDS and
WANTS of the target market.
? Delivering the desire satisfactions
more effectively and efficiently than
the Competitors.

Prepared by A. Tunggul Birowo SH., MBA.

 Marketing Concept
• The Key to achieve organizational goals,
consist of:
? Determining the NEEDS and WANTS of
the target market.
? Delivering the desire satisfactions
more effectively and efficiently than the
Competitors.

13
Pembahasan Marketing Concept Merk Mobil T O Y O T A

• Need – Alat Transportasi Pribadi roda 4

• Want – Banyak pilihan variasi produk (Product Variety),
Kemudahan untuk pembelian kendaraan (Easy to buy), Nyaman
(Comfortability), Aman (Safety), Kemudahan Perawatan (Easy
Maintenance / After Sales Service), Harga jual kembali (Resale
Value), Kemampuan Performa (Performance).
Oleh Toyota, Kebutuhan (Need) dan Keinginan (Want) dari para
pelanggannya berusaha dipenuhi dengan cara:
- Menyediakan jaringan Auto 2000 untuk kemudahan pembelian,
kemudahan perawatan kendaraan dan keperluan kendaraan
lainnya. Jaringan Auto 2000 yang nyaman bagi pelanggan.
- Menyediakan Jaringan Mobil 88 untuk proses pembelian kembali
kendaraan bekas – untuk menjaga harga jual kembali tetap stabil.
- Untuk kemudahan pembelian secara kredit, Toyota menyediakan
jaringan Astra Credit Company (ACC).
 Product Attributes
• Product Attributes are the points that consumers
sees as a bundle of attributes with varying
capabilities of delivering the sought benefits and
satisfying the need. The attributes of interest to
buyers vary by product:
- Camera: Picture sharpness, Speed, Price
etc.
- Car: Comfort ability, Safety, Price etc.
- Hand phone: Signal, Features, Price etc.
Prepared by A. Tunggul Birowo SH., MBA.
 Product Attributes for Car
• Design • Performance
• Prestige • Accelleration
• Efficiency
• Safety
• Fun to drive
• Price
• Easy to purchase
• After Sales Services
• Comfortability
• Easy maintenance • Passanger Capacity –
• Places to choose roomy space interior
• Resale Value • Features – Technology
• Easy to sell • Accessories
• Easy to trade in • Community Values
 Selling Concept
If the consumers left alone, they will
ordinarily not buy enough of the
organization’s products.
ó
óóóó
The organization must therefore perform
the aggressive selling and promotion
efforts.
17
 Marketing and Selling Concept
by Theodore Levitt
E Selling activities are focusing on the
needs of the seller. Selling is pre-occupied
with the seller’s needs to convert the
products into cash.

EMarketing activities are focusing on the

needs of the buyer. Marketing with the idea
of satisfying the needs of the customer by
means of the products & the whole cluster
of things associated with creating,
delivering, and finally consuming it.
18
 THE SELLING CONCEPT
Starting Focus Means Ends
Point

Factory Products Selling Profits

& through
Promotion Sales
Volume
F F F
C
19
 THE MARKETING CONCEPT
Starting Focus Means Ends
Point

Target Customer Coordinated Profits through

Market Needs Marketing Customers
Satisfaction

F F F C
20
 The Core Concept of Marketing

Needs, Wants Value, Cost

PRODUCTS &
& Demands
Satisfaction

Exchange,
Marketing Transaction &
MARKETS
& Relationship
Marketers

21
Product Attributes
• Product Attributes are the points that consumers
sees as a bundle of attributes with varying
capabilities of delivering the sought benefits and
satisfying the need. The attributes of interest to
buyers vary by product:
- Camera: Picture sharpness, Speed, Price etc.
- Car: Comfort ability, Safety, Price etc.
- Hand phone: Signal, Features, Price etc.

22
3 Major Steps of Target Marketing
1. Market Segmentation
The Act of identifying and profiling distinct groups of
buyers who might require separate products and or
marketing mixes.
2. Market Targeting
The act of selecting one or more market segments to
enter.
3. Market Positioning
The act of establishing and communicating the products’
key distinctive benefits in the market.

23
 Target Market
I Target Market is the specific market
chosen and determined by the
organization / company which going to
be served by the company by creating,
delivering the products.

è There is no company who can operate /

serve every market and satisfy every
needs.

24
 Bab 1
Understanding Entrepreneurship
 Entrepreneurship
It’s kind of knowledge to connect (blood line) which are
having by somebody in terms of information, knowledge,
skill, competence, hobby, vision, personality, IQ, EQ, SQ
and own network to optimize and utilize to settle the
problems, test, trial, challenge, difficulties and limitation
by using creativity and innovation so that it can gain
value added and inspiration.
Entrepreneurship Perspective
The knowledge that you have are
just like a bunch of arrows from
several types.

All of those arrows are required

an archers’ bow to be utilized
accordingly.

The Archers’ bow is

Entrepreneurship

Ir. Hendro, M.M.

Purposes and Benefits of Entrepreneurship
1. Company need a fresh graduate who can give contribution to the company,
not only person who is ready to work.
2. It is going to be required an employee who was an intrapreneurship concept
point of view, it is not going to be enough only with Performance Index (Indeks
Prestasi (IP) to guarantee someone will be succeed in career and business.
3. Should there be no job availability, someone may prepare a job for himself
and even provide for somebody else.
4. Entrepreneurship is the most important knowledge to make a living and to
build a career path.
5. Prepare other alternative except finding a job which has been proved to get
better and even higher success opportunity.
What Is an Entrepreneur?
A person who creates a new
business in the face of risk and
uncertainty for the purpose of
achieving profit and growth by
identifying opportunities and
assembling the necessary
resources to capitalize on those
opportunities.
 Factors stimulates - Spirit of Entrepreneurship
1. Product Evolution – Changed in Need & Want
2. Knowledge & Science Evolution – New Product Inspirtation
3. Changes in Life Style, Taste and Hobby – Need & Want may
change.
4. Technology Change – Technology development may
change and create product, environment and different life
style.
5. Cultural Change – it may change the need & want on the
product.
6. Governmental and Political Structure Change – Change in
the Rule, Policies may create gap on the old product to the
require of the new product.
7. Intrapreneurship – development of the entrepreneurship
coming from the existing company internally.
 Why Entrepreneurs Went into Business

Joined fanily business 41%

Wanted more control over future 36%

Tired of working for someone else 27%

Wanted to fulfill lifelong goal 25%

5%
Have been downsized or laid off

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Percentage
 4 Basic Elements for Success Entrepreneur
1. Ability (related to the IQ and Skill)
- to read opportunities - to manage
- in innovation - to sell
2. Courage (related to the EQ and Mentality)
- in overcoming his fears
- in handling the risks
- to get out of the comfort zone
3. Determination (related to the Motivation)
- Persistence – never give up
- Firm determination of his beliefs.
- Power of mind that he can do it.
4. Detrimental Creativity – an inspiration as the forerunner of ideas to
find opportunities based on intuition. It relates to the experience.
Norms & Ethics in Entrepreneurship
1. Honest
2. Responsible
3. Fulfilled the Promises
4. Discipline
5. Law Obedience
6. Helpful
7. Commit and Respect to the Commitment
8. Performance Target Achievement
Characteristics of Entrepreneurs
• Desire for responsibility
• Preference for moderate risk
• Confidence in their ability to succeed
• Desire for immediate feedback
• High level of energy
• Future orientation
• Skilled in organization
• Value achievement over money
Benefits of Small Business Ownership
The opportunity to:
• gain control over your own destiny
• make a difference
• reach your full potential
• reap unlimited profits
• contribute to society and to be recognized for
your efforts
• do what you enjoy
 Drawbacks of Small Business
Ownership
• Uncertainty of income
• Risk of losing your entire invested
capital
Drawbacks of Small Business Ownership

§ Uncertainty of income
§ Risk of losing your entire invested capital
§ Long hours and hard work
• Lower quality of life until
the business gets
established
Ten Deadly Mistakes of Entrepreneurship

1. Management incompetence
2. Lack of experience
3. Undercapitalization
4. Poor cash management
5. Lack of strategic management
Ten Deadly Mistakes of Entrepreneurship
6. Weak marketing effort
7. Uncontrolled growth
8. Poor location
9. Lack of inventory control
10. Inability to make the
“entrepreneurial transition”
 Putting Failure Into Perspective
• Failure is a natural part of the creative
process.
• Failures are simply stepping stones along the
path to success.
• The “secret” to success is the ability to fail
intelligently, learning why you failed so that
you can avoid making the same mistake
again.
 How to Avoid the Pitfalls
• Know your business in depth.
• Prepare a business plan.
• Manage financial resources.
• Understand financial statements.
• Learn to manage people effectively.
• Set your business apart from the competition.
• Keep in tune with yourself.
 Bab 2
Entrepreneurship – The Landscape
 Entrepreneurship – The Landscape
Understanding the meaning, purpose and benefit without understanding
what the real entrepreneurship, shall not give you the interest to learn
deeper.. Just go into deeper…
Ir. Hendro, M.M.
The Rise of “SPIRIT OF ENTREPRENEUR”
q It’s pushed up by the changes of market needs, consumer
behaviour and life style which have economics character, as follows:
1. Product Evolution push the changes of need and pushed by the
market demand.
2. Knowledge Evolution shall push the fulfilment of Consumer
Satisfaction and Technology.
3. Changes in Lifestyle, Interest and hobby of the consumers.
4. Changes of Technology.
5. All the abovementioned changes will push the changes in
Culture and Social.
 What is Entrepreneurship..?
According to you, Entrepreneurship is….
1. Knowledge & Science…?
2. Personality and Attitude of
Person…?
3. Philosophy..?
4. Special skill which is owned by
someone..?
5. Can be classified as an Art..?
6. Profession..?
7. Instinct of Someone..?
8. Dream
9. Choice of Life
THE KEY OF ENTREPRENEURSHIP
1. LEVERAGE PART(Lever to Trigger)
2. PROCESS PART (The Body of
Entrepreneurship), which is
encompassed of 2 primary types,
as follows:
A. Transformation part
(connectivity – translation joint)
B. Entrepreneurship process part (the
body - transitional)
3. PRIME PART (The Edge of
Entrepreneurship) shall be
functioned as the Pathway Opener
(Locomotive)
Business will be grown up, if :
1. There is an Industrial Vision (based on
process and market)
2. ‘Well Organized’ – there is structure and
system applied.
3. Having proper concept, are:
A. Strategy
B. Managerial
C. Tactic and Maneuvre
D. Right and Clear Program
4. Not necessarily the owner who handles
the business forever (can be inherited or
hire somebody else).
It’s a Choice
Still as it is Today :
q Still with the old mindset with the assumption
that provision of academic achievement is
enough

Or, Self Evolution:

q That whatever your choice is, skill and
entrepreuneurial knowledge are still needed
(Entrepreneurship atau Intrapreneurship)
q Prepare to be an intelligent entrepreneur as a
“lifeboat”
 Whatever Your Choice is
Becoming a Worker or an Entrepreneur shall not be too
different, it has:

RISK and Benefit

It has to know the business concept (macro) and company
concept (micro).
 If You have these kind of characters, becoming an
Entrepreuneur is a correct choice
1. Good in managing his fears
2. A different way of looking at things
3. Real Marketer and Good at Selling
4. Likes to go against the flow and
face new challenges
5. High Determination
6. Don’t want to accept what there are
and always want to get the best
CARA CEPAT UNTUK SUKSES BERWIRAUSAHA
1. Belajar dari kesalahan orang lain dalam berwirausaha melalui :
A. Mentor - orang yang terdekat Anda dan sukses
B. Pengalaman sendiri dan belajar dari kesalahan dan kegagalan
C. Buku sebagai sumber inspirasi
2. Pelajari faktor-faktor kegagalannya maka Anda bisa mengantisipasinya
dan mempersiapkan untuk mengatasinya
3. Temukan faktor-faktor kesuksesan usaha
4. Berpikir kreatif untuk merubah masalah, kesulitan, kegagalan dan
keterbatasan menjadi sebuah ide, inspirasi, peluang dan nilai tambah
HASIL RISET DAN SURVEY MENGATAKAN :

80%
ORANG KAYA YANG
HIDUP CUKUP BERSUMBER
DARI PROFESI SEBAGAI
ENTREPRENEUR

15% BERASAL DARI PROFESI SEBAGAI

TOP EKSEKUTIF (CEO) ATAU DIREKTUR

5% DARI HIBAH, WARISAN, ATAU DARI ORANG TUA

SEKARANG BAGAIMANA DENGAN ANDA…?!

 Bab 3
Entrepreneurship Transformation
 Entrepreneurship
Transformation

To be succeed to start the business up, do not see the

capital requirement first. Learn how to think
creatively to find Inspiration and brilliant idea.
Thus, do the changes in your way of thinking at the
first place (Way of thinking transformation)
Ir. Hendro, M.M.
1. Individual / Personal Factor, from the internal of himself
2. Working Situation and Condition
3. Level of Education
4. Personality
5. Education Achievement
6. Family Support
7. Environment and Society
8. Want to gain more respect
9. Forced by the Condition (want to get out from the poverty line)
1. Afraid to get out from the comfort
zone
2. Nobody has been given a guidance
3. Does not have any experience
4. Does not have courageous
5. Does not have capital
1. Able to handle their high level of fear (Risk Taker) – Self Starter
2. Having skill to handle the fear but too much thinking (Risk
Calculation) – try first by finding partner
3. Having skill still with fears and hesitancy which is needed a
motivator (Risk Consultator) - find mentor, try first by finding
mentor partner
4. Does not have skill to handle fears (Risk Avoid) - becoming
Silent Partner and working as Specialist in the business
5. Choose to be a ‘Gambler’ - becoming Investor
BEING ENTREPRENEUR:
1. It’s destiny
2. Generation Factor
3. If there is a good opportunity
4. It’s required a big capital in
order to be succeed.
5. There has to have Talent,
otherwise it’s difficult to be
succeed.
1. Stay at your dream, give your best effort just don’t give up
2. Always sharpen your power of mind (The Power of Mind) and
belief that you can do it
3. Ambition to not giving up with any conditions
4. Understand what is “Fear / Fearness” and enter even more deeper
5. Defeat your frighten as a beginning step to achieve progress and
success
6. Find and think the way to defeat your fear
7. Gain benefit out of your fearness to get spirit, passion and
inspiration
8. Create Courageous that Fearness is only bad perception and
illusion for you
What are types of Capital to start the business up:
1. Experience
2. Knowledge
3. Skill
4. Courageous
5. Business Concept
6. Network
7. Creativity & Innovation
8. Fund
9. Spirit
10. A Good Luck and A Gift from GOD (Beautiful Appearance, Talent, Smart,
Body etc)
S trategic thinker and strong emotional attachment.

M otivator which is reliable for himself or as a team leader

A mbition because of “high achiever” (does not

recognize the word “ordinary” or “satisfied”
R isk manager, not just a risk taker.

T otality in the accoplishment of the job and target

oriented witth full of commitment and consistency
(80% of your life is in a job, so love your job or
your business to avoid stress and frustration)
 RISK TAKER
(Pada umumnya)
CALCULATION Take Decision with all the
Find WITH possible risks which are
REASON INTUITION & still do not know how to
LOGICAL handle it

RISK MANAGER
(Pada umumnya)
Data Analysis 1 w/
the Risk Analysis 1
Process to find Make Decision
Meet with the Risk
Difficulties & Data Analysis 2 w/ and search the
which is
Problems the Risk Analysis 2 minimum risk w/
Manageable and
maximum benefit
Data Analysis no Payable
?. w/ the Risk
Analysis no ?
 Mind Transformation Process
Introduction Process o Inspiration, Opportunities
o Creative-Innovative
Perspective & Landscape
Thinking
of Entrepreneurship o Sources of Opportunity

Personal Development Business Development

Process (Prepare, Entreprise Development Process (Know the Concept
Process (Know the Business of Business Development &
Planning and Study
Concept, Management & Maintenance
about the Business)
Organization)
Transformation..?
STAY ON THE EXISTING STATUS :
q Stick on the old way of thinking and point
of view with the idea that the academic
record has been enough …!
Or Choose to do the Evolution
q That is what ever choices you made,
there will still be required knowledge
and science of Entrepreneurship (It’s
Entrepreneurship or Intrapreneurship)
q Prepare yourself to become an
Entrepreneur who can act Smart as your
boat of Life.
 What ever your Choice…?
Becoming Employee or Entrepreneur, it won’t
have Difference, because both choices have:
Risk and Benefit

Both are required

the knowledge of
Business Concept
(Macro) and Concept
of Company (Micro)
If You have this kind of Character, becoming
an Entrepreneur is the right choice
1. Good Skill in Managing Anxiety.
2. Different Point of View to see
something.
3. Genuine Marketer and Smart Seller
4. Prefer to strive against normal
stream and always try a new
challenge.
5. High Determination
6. Does not like to accept what there is
and always want the Best.
 The Fast Track to be a Successful
Entrepreneur
1. Learn from the mistake of others as Entrepreneur through:
A. Mentor – the closest successful person from you.
B. Your own experience and learn from the mistake and failure.
C. Book as Inspiration
2. Learn the Failure Factors so that you can anticipate and prepare
to face it.
3. Find the Business Key Success Factors
4. Think creatively to convert problems, difficulties, failures and
limitations into idea, inspiration, opportunity and value added.
Survey and Research Result

80%
Rich Man who has a good
living is coming from the
profession as Entrepreneur

15% Come from the position of Top Executive

(CEO) or Directors

5%
A Bequest (Hibah), Heritage (Warisan) or
coming from the Parent
 Bab 4
Creativity & Innovation
Opportunity won’t be appeared
without Idea and Inspiration.
To get idea and inspiration, you
have to think creatively and
innovatively.
How you do it is utilize your
knowledge to think differently in
solving your problems and or
others’ problems.

Ir. Hendro, M.M.

1. Convert the Problem and Difficulty to
become Inspiration, New Idea and Concept
2. Find an Innovative Solution from the
problem which has never been found the
answer before
3. Convert Limitation to become Value Added
4. Find a new Technology Invention
5. To stay Survive (Business & Career)
THE BASIC OF CREATIVE THINKING
1. FIRST BASIC PRINCIPLE CREATIVITY THEORY - CONNECTIVITY
PROCESSING
(MEET THE
IDEA)

IQ + EQ OBJECT WITH NO ANSWER OR

R SOLUTION
TOOLS OF THINKING E
S o DIFFICULTY
o INFORMATION U o PROBLEM
o KNOWLEDGE L o CHALLENGE
o EXPERIENCE T o TEST
o SKILL, etc o ISSUE
o LIMITATION

INSPIRATION
IDEA
OPPORTUNITY
EXAMPLE : THINK CREATIVELY
A Bird has been accidentally enter the class. There are many university
students have confused how to get the bird our of the class. There is one
student who can think creatively using the Connectivity Theory, as
follows:
Problem: to get the
bird out the class
R
E OBJECT
TOOLS
S
U Inside the class, there
KNOWLEDGE : are to much sources of
Insect use lights as L
t lights, so that there is
a guidance for their difficulties to let the
direction. bird out of the class.
Close all the windows &
doors, protect from the
light in, leave 1 window
open w/ light so that it can
be used for light guidance
for the bird to get out

Result The Bird can go out

1. Place your position in opposite or at different position
2. Think that thing what you saw is not perfect
3. Think in detail (Connectivity Theory)
4. Think that within any problems there will always a
solution
5. Think that opportunity is embedded behind the problem
6. Think always want to have a better result than before
7. Think with imagination (1%) and use knowledge (99%)
THE BASIC OF CREATIVE THINKING
2. SECOND BASIC PRINCIPLE – IMPERFECT THEORY
2 1
GOODS, YOU SEE & WATCH CLOSELY THE
THINGS OR IMPERFECTNESS
PRODUCTS
3

YOU FIND WEAKNESS

FROM THE OTHER 4
SIDE WHICH IS
DIFFERENT GET IDEA, INSPIRATION &
OPPORTUNITY
5
ACTION OF PERFECTING =
INOVATIVE PRODUCT
THE BASIC OF CREATIVE THINKING
3. THIRD BASIC PRINCIPLE : COMBINE 2 DIFFICULTIES / PROBLEMS
OR MORE

DIFFICULTY
A
FIND THE
COMBINE THE DIFFICULTIES, REPLACE THE INSPIRATION
WORD “BUT” WITH “AND” AND NEW
IDEA

DIFFICULTY
B
THE BASIC OF CREATIVE THINKING
4. FOURTH BASIC PRINCIPLES : THINK DIFFERENTLY AND
OPPOSITELY
ORDINARY THINK DIFFERENTLY OR
DIFFICULTY
SOLUTION WITH THE OPPOSITE
A A DIRECTION

CREATIVE SOLUTION A

FOUND PROBLEM
BREAKING / NEW CREATIVE
SOLUTION

CREATIVE SOLUTION B
ORDINARY
DIFFICULTY THINK DIFFERENTLY OR
SOLUTION
B B
WITH OPPOSITE DIRECTION
FACTORS TO SECURE THE SUCCEED
OF INNOVATION

1. Has to be Market Oriented

2. Has the ability & capability to increase the value
added to the Company
3. Has efficient and effective element
4. Has to be inline with Vision of the Company
5. Has to have capability to be improved
 SOURCES WHICH CAN BE THE
TRIGGER FOR INNOVATION
1. Difference (Gap) between Supply and Demand
o Rise Opportunity
2. Momentum and trend (Inclination)
o Rise a new demand
3. Changes which lead to the new system applied
o Rise Opportunity
4. Problem which has not been solved for a long time
o Rise Solution and Innovative Product
5. Innovation which has replace the old innovation
o Rise a New Trend
 Bab 5
Inspiration & Business Opportunity
Theory
 Inspiration & Business Opportunity
Theory
Potential Business Opportunity is The Meeting of Inspiration
or Idea with the Market Absorption power (demand and
expectation)

The essence is Inspiration which has the high selling value

form of potential business opportunity to be business.

Ir. Hendro, M.M.

Inspiration & Business Opportunity Theory
The Rise of Business Idea Chronology
INSPIRATION =
CONNECTIVITY + CREATIVITY

OPPORTUNITY =
INSPIRATION + SELLING VALUE (DEMAND)

BUSINESS IDEA =
OPPORTUNITY + MAKING EFFICIENT USE

BUSINESS =
BUSINESS IDEA + ENTREPRENEURSHIP
Inspiration & Business Opportunity Theory
INSPIRATION SOURCES
1. INTERNAL
A. Digging from inside yourself (“ABOUT ME”)
: PASSION – INTEREST - TALENT
a. Knowledge
b. Hobby
c. Skill
d. Experience
e. Intuition
2. EKSTERNAL
A. ENVIRONMENT, MARKET & CONSUMER
B. NETWORK
C. MEDIA & INFORMATION
D. HAVE SEEN HAPPENED EVENT
E. THE IDEA OF OTHERS
Inspiration & Business Opportunity Theory
Business Opportunity means finding the product which can be
industrialized, so that find the red line of that at the first place
1
Hobi
Gagasan Perubahan
Orang

AKU
Informasi Karakter

Keahlian & Pendidikan

Pengetahuan

CIPTAKAN CARI SEGMEN

DAYA SAING YANG KOSONG
Perubahan
(Change) 4 Jasa/ Jasa
Karakter Konsumen Produk SDM
Produksi

(Character) (Customer)
Anda
PASAR IT BISNIS
Distribusi

Tren Bisnis Kompetisi Pemasaran

(Trend) (Competition) &
Pesaing Keuangan Penjualan
Suplai

3
(Competitor) 2
Bagaimana nilai jual Sektor mana yang
Peluang Anda di Anda inginkan..?!
Bisnis tersebut..? (Riset dan Trial)
 1
Hobi
Gagasan Perubahan
Orang

Informasi
AKU Karakter

Keahlian &
Pendidikan
Pengetahuan

CIPTAKAN CARI SEGMEN

DAYA SAING YANG KOSONG

Perubahan
(Change) 4 Jasa/ Jasa

Karakter Konsumen
Produk Produksi
SDM
(Character) (Customer) Anda
PASAR BISNIS
Distribusi

IT
Kompetisi
Tren Bisnis Pemasaran
(Competition)
(Trend) &
Keuangan Penjualan
Pesaing
Suplai
(Competitor)
2
3
Bagaimana nilai jual Sektor mana yang
Peluang Anda di Anda inginkan..?!
Bisnis tersebut..? (Riset dan Trial)
Inspiration & Business Opportunity Theory
PELUANG ITU MUDAH KARENA BERASAL DARI KATA :
erubahan yang terjadi dari yang Anda lihat atau dengar: Income perkapita, Teknologi baru,
Persepsi orang akan suatu nilai, Produk baru, Gaya hidup, Trend, Peraturan pemerintah,
Pesaing baru secara tiba-tiba
nvironment : Kesenjangan antara harapan dan kenyataan; Problem yang terjadi;
Kebutuhan yang besar yang tidak terpenuhi; Kesulitan yang terjadi, lingkungan keluarga,
rumah, tetangga, komplek, pekerjaan, dan lain-lain

ain : melihat sesuatu yang belum sempurna - buatlah beda (lain) - Think different and
looking differently
saha sendiri : mencoba, memulai, ikut-ikutan, meniru orang lain (dari awal) yang sukses
dan bertanya kepadanya
nda sendiri : keahlian Anda, pengalaman, hobi Anda yang tidak dimiliki banyak orang,
melihat dari personality Anda (AKU)
aluri Anda yang kuat di dalam melihat Momentum, Timing yang tepat, dan Intuisi yang
tajam. Latihlah...
agasan : orang lain, anak kecil yang melontarkan pertanyaan, ide teman-teman, gagasan
saudara, dan lain-lain
Inspiration & Business Opportunity Theory
BUSINESS OPPORTUNITY IS :
1. GRAB THE MARKET FROM THE COMPETITOR THAT YOU
HAVE TARGETED (INTERSECTION)
2. REPLACE THE POSITION OF EXISTING COMPETITOR
(REPLACE)
3. FILLED THE GAP OF COMPETITION WHICH HAS BEEN
LEFT OR FORGOTTEN (FILLER)
4. DESTROY THE POWER OF MARKET LEADER
(DESTROYER)
5. COMPLETE THE EMPTY IMPERFECTNESS OF MARKET
(COMPATIBLE)
Inspiration & Business Opportunity Theory
GOOD BUSINESS FOLLOW THE STEPS BELOW :
1. DETERMINE THE POINT WHERE YOU START, TRY TO OBSERVE FROM:
A. INTEREST
B. HOBBY
C. PLEASURE TO DO SOMETHING
D. SKILL / EXPERTISE SPECIALIZATION
E. EDUCATION BACKGROUND

2. FIND THE SECTOR IN WHICH YOU WANT TO ENTER (INTEREST), FROM THE
UPSTREAM SECTOR UP TO DOWNSTREAM :
A. DO DISCOVERY, SURVEY, TRIAL AND ENTER TO THE INDUSTRY THEN LEARN
HOW THE BUSINESS FLOW (UPSTREAM TO DOWNSTREAM) WHICH IS FROM
THE PRODUCTION PROCESS UP TO MARKETING OF THE PRODUCT
B. CHOOSE THE FOCUS OF YOUR BUSINESS IN :
a. GOOD & SERVICE PRODUCTION – SELLING WILL BE DONE BY OTHER
PARTIES.
b. PRODUCE & SELLING THE PRODUCT BY OURSELVES – SELLING
PRODUCT
 GOOD BUSINESS FOLLOW THE STEPS BELOW :
c. FOCUS ON SERVICES – RENTAL, TRADING, CONSULTANT, DESIGN, GIVEN
SERVICES, ASSISTANT etc.
C. START MAKING CONCEPT MAP FOR BUILDING THE BUSINESS
D. DETERMINE THE CHOICE OF BUSINESS THEN START TRIAL IN THE MARKET FROM
THE CLOSEST ENVIRONMENT TO DIG INFORMATION AND ‘FEEDBACK’
E. DO STRATEGY OF RISK MINIMUM WITH:
a. CHOOSE THE COMPETITOR TO WHOM YOU WILL DO THE COMPARISON
(AS BENCHMARKING)
b. LEARN ABOUT THE COMPETITION CHARACTER
EXAMPLE : PRODUCT MAPPING
o YOUR PRODUCT VS COMPETITOR’S PRODUCT
o YOUR PRICE VS COMPETITOR’S PRICE
o YOUR QUALITY VS COMPETITOR’S QUALITY
o YOUR PACKAGING VS COMPETITOR’S PACKAGING
F. CREATE TABLE & ANALYSIS WITH S.W.O.T, THEN DO THE CONSECUTIVE STEP BY
STEP MOVEMENTS WITH PRIORITY SCALE
 GOOD BUSINESS FOLLOW THE STEPS BELOW :
3. DO THE SURVEY FOR THE PRODUCT BASED ON 4C, AS FOLLOWS:
A. CUSTOMER – CONSUMER ► WHO WILL HAVE INTEREST TO BUY
B. COMPETITION ► HOW IS THE COMPETITION
C. CHARACTER ► THE CHARACTER OF DEMAND ► WHAT A SHAPE
D. CHANGE ► DIRECTION, TREND, PATTERN, FACTORS AND OTHERS

AFTER THAT DO THE EVALUATION AND TRY TO MAKE THE OPPORTUNITY EFFICIENT AND
DETERMINE THE CONCLUSION AS DATA SOURCES TO BE PREPARED AS YOUR PRODUCT.

4. EVALUATE THE DATA AND MAKE THE OPPORTUNITY EFFICIENT TO BE THE PRODUCT
A. IMPROVE THE PRODUCT QUALITY BECOME ABOVE THE COMPETITOR’S PRODUCT
(FROM BENCHMARK)
B. ADD THE ELEMENT TO HAVE THE ELEMENT TO BE DIFFERENCED (DIFFERENTIATION)
C. FIND THE RESPECTIVE NAME OF THE PRODUCT WHICH CAN REFLECT THE RIGHT
PERCEPTION (ACCORDING TO THE PRODUCT, INDUSTRY AND ITS MARKET) -
POSITIONING, TARGETING AND BRANDING
D. START CALCULATION THE REQUIRED CAPITAL & FINANCE THE INVESTMENT
E. START TO FIND PARTNER, INVESTOR OR BANK IF OWN CAPITAL (EQUITY) IS NOT
AVAILABLE (FROM FRIENDS OR CLOSEST FAMILY)
F. STUDY AND LEARN THE ASPECT OF FINANCE AND BUSINESS MANAGEMENT CONCEPT
THEN NOW, YOU ARE READY TO DECIDE TO BECOME ENTREPRENEUR
LEARN THE FAILURE FACTORS OF OPPORTUNITY :
1. The Character of opportunity is only Momentum and Seasonal (the
demand is just seasonal)
2. It’s over or overdued, the demand is really small, almost nothing
3. Too late in making the decision
4. It’s been coming a new change so that the opportunity does not have
selling value no more
5. There is no a red blood line among Me – Business – Market - Product
6. Easy to be made-copied by others (almost everywhere people can buy it)
7. The respected expected demand is not continuously available
8. Just copy other people’s business
9. Tight Competition (the margin is too small and it is not visible anymore)
 The Potential Business Opportunity
Characteristics :
1. Has a high selling value
2. It’s not only having a personal ambition
3. Has a Long Time Market maturity
4. Required Capital which is suitable with
the Capability to provide
5. It’s not Momentum or Seasonal
Character
6. Having high level and continuous
demand
7. It’s not a product which is not easy to
be copied produced by others (has
unique & differentiation)
8. It can be increased & improved to be
industrial scale
HOW TO MAKE THE INSPIRATION EFFICIENT
TO BE BUSINESS OPPORTUNITY

1.Observed, Copy, Modify and

Improvement
2.MAKE IT BETTER
3.MAKE IT THE ONE
4.MAKE IT UNIQUE
5.CLONNER – Clonning process
 Finding “WHO AM I”
The Beginning Character of the Business

4 (Four) Types of
PERSONALITY, as follows:
1. CONTROLLER
2. FACILITATOR
3. ADVOCATOR
4. ANALITIC

Each of them has attitute, behaviour, character and ability

to handle the risk in different ways
 BUSINESS SUCCESSFULNESS RATIO
SHALL BE STARTED FROM:
1. Experiences & Expertise : 60 %
2. Hobby and Like Habbit : 40 %
3. Form Appropriate Solid Business Team Skill who
can follow the rhythm of the work : 40 %
4. Your daily habbit : 35 %
5. Follow others, trial and establish after being
Assured : 35 %
6. Self Innovation, Finding and Marketing : 25 %
7. See Other People’s businesses : 20 %
Inspiration & Business Opportunity Theory
CONTROLLER
TRADING & PRODUCTION SYSTEM AND
THINK
SUPLAI AUDITOR-CONTROLLER
ORIENTED
RISK TAKER RISK CALCULATION
(SPECULATOR) o Profit Loss
o Work harder o Diagram-grafik
o Marketing and o Supervisi and
selling indoor
o Outdoor activity o Strategic thinker
o ‘I’m The Populer’ o ‘I’m The King’
ADVOCATOR ANALITIC
TELLING LISTENING
ORIENTED RISK CONSULTATION RISK AVOID ORIENTED
o Idea and creative o People
o Imagination job oriented/manager
o Conceptor and o Human relationship
journalist o Organizing and
o ‘I’m The Hero’ coaching
o Win-win or silent
FACILITATOR o ‘I’m Wise Guy’ ENENT ORGANIZER AND
CONSULTAN FEEL
AND DESIGN SERVICES-EDUCATE
ORIENTED
Inspiration & Business Opportunity Theory
TIPE KARAKTER PERSONALITY STRONG JOB SKILL Business Types
~ Goal Orieted ~ Seller ~ Distributor, Agent, Shop
TIPE 1 ~ Pekerja keras ~ Order man ~ EO, broker
CONTROLLER-
RISK TAKER ADVOCATOR
~ Dominan ~ Leader ~ Repair Station & otomotif
(SPECULATOR) ~ Services without required extra
careful in job
~ Peace & calm ~ Manager ~ Peternak (Farm)
~ Organizer ~ Motivator ~ EO, Agro, fishery business
TIPE 2 ANALITIC- ~ Relationship ~ Director ~ Consultant Business
RISK AVOID FACILITATOR ~ Emotion ~ Supervisor ~ Services
~ Controller ~ Training, Sport
~ Mediator ~ Distribution, retail, shop
~ Idea & Creative ~ PR ~ Promotion, Advertising
~ Extrovet ~ Service Manager ~ Public Relation
TIPE 3
ADVOCATOR- ~ Publication ~ Consultant ~ Business Consultant
RISK FACILITATOR ~ Relationship ~ R&D ~ Design Services
CONSULTATION
~ Popularity ~ Production
~ Entertainment, music, art
~ Domination ~ Pemimpin ~ Produksi
~ Introvert ~ Supervisi ~ Perencana, keuangan
TIPE 4
CONTROLLER- ~ Thinker ~ Strategic Thinker ~ Desain
RISK ANALITIC ~ Detailer ~ Perencana ~ Hobi
CALCULATION
~ Perfeksionist ~ Pengatur ~ Restoran
~ Careful ~ Info teknologi
THE BUSINESS TEAM SKILL (BTS)
PARTNERSHIP

1. LEADER
2. SPECIALIST
3. ANALITIC & CONTROLLER
4. STRATEGY THINKER
5. SELLER

q If you have abilities & capabilities in

some abovementioned characters,
then find partners who can fill your
weaknesses out of that character.
PILIHAN
SEKTOR
BUKA TOKO BUKU
BISNIS (RETAIL) BERBASIS PRODUKSI
HULU o Jadi penulis buku
dan penulis cerpen

“AKU”
Pilihlah berdasarkan BERBASIS PENUNJANG/
JASA DESAIN Passion, minat, hobby SARANA PRODUKSI
Misal : MEMBACA
KE o Cover buku PRODUKSI & o Buka penerbitan buku
JASA PEMASARAN
dan animator atau majalah

PRASARANA DAN PEMASAR

KONSULTAN PENULISAN HASIL PRODUKSI
HILIR o Persewaan buku, penjualan,
trading buku, dll
 Bab 6
Attitude & Behavior of Successful
Entrepreneur
Business is a long journey trip

This long journey is required endurance

and passion to achieve the target.
Attitude & behavior of successful
entrepreneur shall be copied & learned
to lead to the success.
Ir. Hendro, M.M.
Attitude = Reaction of the things which are
coming from external and based on his
point of view
Behavior = Action to do things with routine
characteristic which comes from their
point of view on the right perception
from their external views.

q Successful Entrepreneur will require

both sides
1. Attitude with positive way of thinking
2. Positive Responses on the Information, Criticism or
Words to you
3. Attitude with future forward oriented
4. Attitude with no fears to the competition
5. “Want to know” Attitude
6. Attitude to give the best
7. Attitude with full spirit of hard working
8. Has Commitment and High Integrity (Hold to the Principle)
1. Individual Entrepreneur Behavior
2. Entrepreneur Behavior toward Social & Entrepreneur
3. Entrepreneur Behavior toward Job
4. Entrepreneur Behavior to face the incoming risk
5. Entrepreneur Behavior toward Leadership
1. Basic Skill
2. Special Skill

q To be develop in business shall be required

Positive Performance Achievement oriented,
always striving for positive result at maximum
level and progress in thinking and actions.
q SEMANGAT (SPIRIT) KEWIRAUSAHAAN SANGAT DIBUTUHKAN OLEH SEORANG
WIRAUSAHA DALAM MERAIH KESUKSESAN DENGAN KINERJA YANG PRESTATIF. BISNIS
ITU BAGAIKAN KENDARAAN, DIMANA SEMANGAT ADALAH BAHAN BAKAR UNTUK
DAPAT BERGERAK MAJU SEHINGGA BISNIS TETAP EKSIS
q SAMANGAT ITU DICIPTAKAN BILA ADA KOMITMEN, INTEGRITAS, GAIRAH, KEYAKINAN
DAN PERCAYA DIRI TERHADAP PILIHANNYA
q UNTUK ITU, PILIHLAH BISNIS YANG ANDA SUKAI DAN CINTAI (BUSINESS BASED ON
PASSION)
q KOMITMEN ITU JANJI YANG HARUS DISELASAIKAN ATAS TANGGUNG JAWAB,
KESEPAKATAN, IKRAR, AKAD ATAU PERJANJIAN TERHADAP DIRINYA ATAU DENGAN
ORANG LAIN. TANGGUNG JAWAB ADALAH KEWAJIBAN ATAS HAK YANG DITERIMANYA.
KEDUA-DUANNYA HARUS DIMILIKI
1. Sikap takut gagal, rasa malu dan merendahkan dirinya
2. Sikap yang keliru dalam menyikapi makna kegagalan
3. Sikap yang menyepelekan (tidak suka merencanakan),
sehingga tidak siap menghadapi risiko kegagalan yang terjadi
4. Sikap yang tidak mempunyai daya juang yang tinggi atau
mudah menyerah
5. Tidak mempunyai kemauan

q Sikap-sikap diatas adalah penyebab kegagalan sebuah usaha

EFISIEN berarti : Sebuah pencapaian hasil atas perencanaan yang baik dan
pengelolaan yang optimal dengan menggunakan alat yang
tepat guna memperoleh mutu yang baik dan biaya yang lebih
hemat dari yang ditargetkan atau waktu yang lebih cepat
dari yang harapkan

EFEKTIF berarti : Melakukan perencanaan yang baik dan pengelolaan yang

optimal dengan menggunakan berbagai cara, alat, sistem,
metode dan strategi agar tercapai biaya, mutu dan waktu
yang sesuai dengan target perusahaan bahkan bisa lebih baik
lagi
q 4 FAKTOR KEMAMPUAN YANG HARUS DIMILIKINYA :
1. Memotivasi diri dan bisa meyakinkan orang lain (Persuation)
2. Memimpin (Lead), mendistribusikan kekuasaan (Distribute) dan
memberdayakan (Empowering)
3. Membangun tim dan menjalin kerja sama (Team Builder)
4. Berkomunikasi dan bernegosiasi untuk mengatasi konflik serta
memutuskannya (Take Decision)
 MANAGEMENT
1. Mengelola untuk tujuan
organisasi/usaha (tradisional)
2. Mengambil langkah-langkah yang
konsisten dan memerintahnya
untuk tujuan organisasi
3. Memonitor hasil kerja sesuai
yang ditargetkan
4. Mengambil keputusan sesuai
dengan aturan main
LEADERSHIP
1. Mengatasi segala hal dan
perubahan dengan
mempengaruhi orang lain
2. Mengembangkan visi dan
mengarahkannya
3. Memproduksi suatu hasil yang
lebih baik dari sebelumnya dan
visi yang baru
4. Memotivasi, inspirasi dan
memberdayakannya dengan
melibatkan bawahan untuk
meningkatkan kinerja
 1
MENCIPTAKAN
KEPERCAYAAN
7 (KHARISMA) 2

‘BERKEPALA DINGIN’ MENGEMBANGKAN VISI

DAN MENGKOMUNIKASIKAN

6
3
MAU MENDENGARKAN
DAN MENDISKUSIKAN MENGINSPIRASIKAN
MASALAH BAWAHAN DAN MEMBERDAYAKAN
(PROBLEM SOLVER) UNTUK AHLI
DIBIDANGNNYA
5 4
MENYEDERHANAKAN, MENDUKUNG
MEMPERCEPAT DAN PENGAMBILAN RISIKO
MEMPERMUDAH DAN MEMBERI
PEKERJAAN WEWENANG
1. Kapasitas untuk mempengaruhi perilaku orang lain dengan
perintah
2. Diberikan bersama-sama (melekat) dengan tanggung jawab
3. Sebuah kekuasaan (Power) juga pengaruh (Influencing)
4. Sesuai dengan jenjang dalam organisasi, prosedur dan sistem
1. Mempunyai kecerdasan yang cukup
2. Interpersonal yang bagus
3. Sifat kedewasaan
4. Mampu memotivasi orang lain
5. Mampu memotivasi diri sendiri
6. Sikap dan perilaku yang layak ditiru dan diikuti (Lead By Example)
7. Integritas tinggi
8. Humoris
9. Komitmen tinggi (memegang teguh janji)
10. Mampu memberi wewenang
11. Menciptakan rasa aman
12. Tegas dan disiplin (Karismatik)
13. Visioner
14. Mengambil risiko untuk membuka jalan (Path Finder)
1. Dibangun karena keyakinan diri dan percaya bahwa ia mampu
mengerjakannya hingga selesai
2. Tidak menerima keadaan begitu saja
3. Diiringi dengan komitmen, konsistensi dan keteguhan hati
4. Butuh motivator : bisa dirinya atau orang lain yang dekat dengannya
5. Berhubungan dengan mental (EQ), bukan logika (IQ)
6. Mempunyai visi, mimpi, tujuan dan arah yang jelas
7. Merupakan kunci sukses karena dihadapkan ketidakpastian dan perubahan
q Apa sajakah kompetensi kewirausahaa…?
1. Keterampilan manajerial
2. Keterampilan konseptual
3. Keterampilan mengelola SDM (motivasi, wewenang, pengaruh dan
mengarahkan)
4. Keterampilan merumuskan masalah dan mengambil keputusan
5. Keterampilan mengelola waktu
6. Keterampilan teknis (sesuai bidangnya)

KOMPETENSI + KOMITMEN = KEMAMPUAN INTELEKTUAL ENTREPRENEUR

1. Dedikasi
2. Mencintai pekerjaannya (Passion, Love and Like)
3. Menjadi contoh (Figure)
4. Bukan seorang pengecut
5. Profesional
6. Orientasi mutu
7. Bisa mengendalikan diri (tidak temperamental dan emosional)
8. Tekun dan ulet
9. Yakin pada dirinya dan penuh percaya diri
1. Komitmen terhadap diri sendiri
2. Komitmen terhadap keluarga (tanggung jawab)
3. Komitmen terhadap visi bisnis yang dibangun dan
diharapkannya
4. Komitmen terhadap orang yang mempercayainya
5. Komitmen terhadap pendukung bisnisnya (Partner)
6. Komitmen terhadap lingkungan bisnisnya
7. Komitmen terhadap sosial masyarakat, budaya dan negara
8. Komitmen terhadap etika bisnis
SEHEBAT APAPUN DIRI ANDA,
SECERDAS APAPUN SESEORANG,
SEBANYAK APAPUN PENGALAMAN YANG DIMILIKI,
SEAHLI APAPUN YANG DIMILIKI DALAM KONSEP BISNIS,
TANPA SIKAP DAN PERILAKU YANG POSITIF DAN BAIK,
MAKA….
BAGAIKAN AIR TANPA GELAS YANG BISA MENAMPUNGNYA,
KOMPETENSI ITU AKAN SIA-SIA,
SIKAP DAN PERILAKU ITU BAGAIKAN,
‘HAL YANG KECIL TETAPI BERDAMPAK BESAR’
(A LITTLE THING THE BIG IMPACT)

Ir. Hendro