TRAVEL HARD.

STAY FASHIONABLE.
BUSINESS PLAN PROPOSAL - 2019
Joan Putri
Stephanie Joane
Priscila Angelina
Patrick William
EXECUTIVE SUMMARY 11

01

Company Name 22
History 23
Capacity 24
Vision 25
Mission 25
Values 26
Work Culture 27
Our Team 28

02

Key Partners 33
Key Activities 33
Value Proposition 34
Customer Relationship 34
Customer Segment 35
Key Resources 36
Distribution Channel 36
Cost Structure 37
Revenue Stream 37
 03
Service &

Type of Service 40
Type of Product 41
Type of Designer Brand 43
Price 44

04
Market
Research
Research Method 49
Market Analysis 50
Expert Panel 63
Observation 72
P.E.S.T 80
Competitor 82
S.W.OT 86
Michael Porter’s 5 Forces 88
 05
Marketing
Strategy
Target Market 92
Unique Value Point 94
Service 96
Price 98
Place 100
Promotion 101
Partner 103

06

Service Strategy 107

Corporate Social Responsibility 108
Loyalty Program 110
Touch Point 112
Relations,Expectation,Reality 116
07

Brand Name & Story 130

Brand Logo 131
Brand Vision Statement 141
Brand Mission Statement 141
Brand Essence 142
Brand Positioning 142
Brand Personality 143
Brand Experience 143
Brand Value 144
Brand Benefits 145
Brand Promise 145
Brand Audience 146

08

Positioning Statement 151

Market Positioning 152
 09
Intergrated Marketing
Communication Plan
Social Media 160
Print Media 185
Event 191
IMC Timeline 192
IMC Budgeting 200

10

Organization Chart 206

Hiring Policies 208
Human Resources Policies 209
Operating Hours 210
Location 213
Payment Method 213
Order Cancelation 215
Map 216
11

Capital Investment 226

Profit and Loss 228
Sales Forecast 230
Break Even Graph 231
Balance Sheet 234

12

Objective 239
Scope 240
Plan 241
13

Milestone 244
Future Plans 246
 12

As a rental service company, Trafa believes

that we can provide the most convenient
and helpful rental services with high-qual-
ity garments to support our customers to
fulfill their vacation and traveling needs.

Executive Summary
We will also deliver the products you order
from our website in ready to use condition
and clean, in this way, our customers don’t
need to waste their time to experience our
products services, they just need to sit
and wait!

We can assure our customer service is

professionally trained to be well mannered,
polite and friendly to our dear customers
in order to gain their loyalty and trust.
14

In an era when trends change in a nanosecond and people

Executive Summary

increasingly live their lives on camera, many shoppers have

a “one and done” approach to outfits and they want to
wear a look a single time and then move on to the next.
Also for the traveler who needs rarely used or high-quality
garments to make them look nice. The rental market works
to address product needs of the consumers who cannot
afford or do not want to spend the money on the products
to be used or worn for one or two occasions, making it
more affordable.
I believe that fashion empowers women. It is not only
about looking good, but also feeling good about yourself
and being comfortable in your own skin. For many women,
fashion means more than just the clothes you wear. It rep-
resents your true personality and expresses your creativity.
Through Trafa, we want to propel this sense of empower-
ment, especially since we see many accomplished women
out there making achievements in the fields that might be
considered to be “male-dominated” in the past.

Trafa, our company is about how we can help out people

with fashion and items for traveling and vacation needs.
Our rental company is out of the rare places that will help
you find the combinations of outfits you need to bring.
We rent clothes and beautiful to trendy accessories to
complete your traveling look! We also provide different
products, colors and themes depending on whenever sea-
son. We guarantee that our objects will be very clean and
trendy. Trafa will be working along with a laundry company
to guarantee quality and clean garments.
16

The adjective functional is used to describe

something that is made to do a specific
Executive Summary

job, The word functional comes from the

Latin word ‘functionem’ which means “per-
formance, execution.” It can also describe
whether something is working properly.

Functional garments are pieces of cloth-

ing and accessories that can be useful
and helpful for our customers to use. Our
company provides functional garments to
be rent for our customers in order to help
solve their traveling and vacation needs.
Trafa is a fashion rental company focused
on people who travel a lot as we provide
the best quality garments as appropriate
as the customers vacation. It is also related
to our brand name’s abreviation which is
“travel” and “fashion”. Our brand focuses
on renting the best quality of items and
garments with the best customer service
and trusted employees.
01
Company Name
History
Capacity
Vision
Mission
Values
Work Culture
Our Team
 21

Trafa is currently organized by the four

founders, Joan Putri, Stephanie Joane,

Organization Structure
Priscila Angelina, and Patrick William.
Joan is the CEO and the supervisor,
Stephie as the head of the design and
photography team, Patrick as the head
of finance and marketing manager, and
Priscila as the head of logistic manager.
Four of us will work together to develop
the company to be more and more better
in the future and try our best to support
our customer needs.
Trafa is an abbreviation for “travel” and
“fashion” which is our company’s desire,
which, with more explanation means,
providing the finest quality of fashion and
garments our customer needs for their
travelling purposes. Trafa is currently
managed by PT. Trafa Aneka Rental.

PT. Travel Fashion Rental is operated from

Trafa’s office, Green Sedayu Bizpark Daan
Mogot LT. 6x24 Kalideres Jakarta Barat,
Daan Mogot, Indonesia. Our company
placed detailed information about our
products and the company itself in our
official website, www.trafa.com.
 23

Trafa was first founded on 5 October 2019 by Joan Putri,

who found a relatable and specific problem. Her friends,
Stephanie, Patrick and Priscila found the problem similarly
irritating and relatable, and by working together as a
team that’s how Trafa was made. The problem that we
found is about how people would have traveling problems
providing specific items for themselves. Sometimes not
being able to afford, only rarely used items, therefore,
there isn’t a reason to permanently buy them, no space
in their wardrobe or luggage brought to their location, or

Organization Structure
that they are easily bored with the items they bought, and
never use again.

From that, we found the solution to that problem and

provided Trafa, a website for those people who want to
travel, but needed specific items to complete their travels.
Our job is to rent those items for a reasonable price so
that those people can be satisfied with their travels or
vacations. The reason why we focus on websites instead of
an actual store was because we know that a lot of people
prefer going to websites when they’re busy so they don’t
waste their time looking for our store. Most people prefer
going on their gadgets and immediately look for our
store’s website.
The company’s workforce consists of 6
employees. This includes 4 founders, each
of them has their own team to manage,
such as handling the design, photography,
financial, marketing and logistics, along
with 2 other employees to handle logistics
and stylish itself. The company accepts
unlimited rental orders each day and will
deliver the products with a maximum of
1x24 hours after the customer orders it.
 25

Trafa strives to become the leading company

in fashion rental service in Indonesia. We
provide a huge range of trendy fashion
garments that is high quality to complete
our customers look. Their satisfaction in our
business is our biggest priority.

Organization Structure
To help support our customers in renting
items to fulfill their special occasions,
vacation, and travel needs.

To help solve all the limiting factors or

problems, like how often they will wear
or use each garment, some products are
unaffordable, and how it can be stressful to
find enough space.
26

PROTECT THE PLANET

We always try to run our business in an environmentally
friendly way, all of our bags can be used as a travel
organizer and will be reused for other customers in
the future.

CONVENIENT
We care about our customer satisfaction and happiness.
This is why you don’t need to spend a lot of time while
washing your laundry or wasting money on items that will
Organization Structure

only be used once or twice. We will handle all of that! It’s

very easy for the customers to approach us, especially via
website, they can chat or call us and we will reply as soon
as possible.

FRIENDLY SERVICE
We try to be friendly and helpful in order to gain our
customer’s loyalty and trust. We want our customers
to feel comfortable while chatting with our customer
service team.

PRACTICAL
We provide the most practical and time-saving rental
service. We have a stylist and designer who helps
customers with their fashion choices. In our website, we
provide a simpler way of choosing your garment of choice,
we made a checklist so you can check off the stuff you
already own.
Trusting our employees goes a long way towards a
positive company culture, our trust helps our employees to
be independent which then helps our company grow.

Our company aims to focus on teamwork and open

communication, team members who are respectful and
friendly to each other and who loves what they are doing.
We provide a lot of snacks, we have employee trips and
parties, weekly meetings and open office space.

Our employees are trained to be polite and friendly

when serving customers. They also have a supportive
attitude towards their work partner and always try to
help each other.
28

Trafa is currently organized by four

founders, Joan Putri, Stephanie Joane,
Priscila Angelina, and Patrick William. We
all came from different backgrounds, but
we share the same passion and ambition to
Organization Structure

trust and help people with their traveling

and vacation fashion needs.
 Stephanie Joane Joan Putri
Design & Photography CEO
Manager

Priscila Angelina Patrick William

Logistic Manager Finance & Marketing
Manager
02
Key Partners
Key Activities
Value Proposition
Customer Relationship
Customer Segment
Distribution Channel
Cost Structure
Revenue Stream
 Key Partners Key Activities Value Propositions Relationship

32 Apique Laundry Rental Convenient Website

Designers Marketing Trust Email

Gojek Friendly Promotions

JNE Affordable

AGGI Revolutionary
Key Resource Channel

Stylist Online

Marketing Offline
Business Canvas

Logistic

Photographer

Design

Cost Structure Revenue Stream Customer Segment

Marketing Sales Travelers

Salary Housewifes

Young Adult
Trafa cooperates with premium laundry
partner, Apique supported by modern
machines combine with 10 years of
experience in fabric care with advanced
dry cleaning equipment.

Our company collaborates with a lot of

designers, to keep up with the trends and
carry popular design garments and items.
We also cooperate with famous logistic
companies, such as Gojek and JNE to give
the best satisfaction in the delivery service.

We are powered by our partner, Artha

Graha General Insurance to provide you an
easy breezy worry-free rental experience.
We will cover damages, including those
that are irreparable, as well as loss of item
due to unfortunate events such as theft
and fire.
The most important activities in our
company are rental service, design,
and promotion. Trafa will provide many
varieties of garments that are available for
rent, help you complete your packing list,
and outfits mix and match in order to help
our customers in traveling. We also try to
encourage the design and marketing
team to create a good website, posters,
and promotional video to draw public
attention and to be interesting in the eyes
of our customers.
Trafa provides the most convenient and helpful rental
services with high-quality garments to support our
customers to fulfill their vacation and traveling needs.
Our customer service is professionally trained to be well
mannered, polite and friendly to our dear customers in
order to gain their loyalty and trust. We also provide
affordable luxury, as in our products are much cheaper
than the original price since this is a rental service.
Trafa always tries to give the best satisfaction and keep
in touch with customers by sending them information
about new products and on-going promotions via email.
The company placed the detailed information about our
products and the company itself in our official website,
www.trafa.com.

We believe in something revolutionary, that business could

be used for good, we always try to run our business in an
environmentally friendly way. We’re going to use reusable
bag, so we deliver their garments in a bag which they can
bring out for vacation and return it to us again.
 35

Business Canvas
PRIMARY SECONDARY

Age: 25-35 Age: 17-27

Marital status: married/single Marital status: married/single
Gender: female Gender: female
Income: Low-High Income: Low-High
Interest: Travelling Interest: fashion and traveling
Occupation: Any Occupation: any
Region: Indonesia Region: Indonesia and overseas
Personality: love to travel and prefers simpler choices, Personality: love to travel, socialite, practical, economical
loves to save money
Trafa is a rental service company that provides many Trafa distributes services via online and offline stores to
varieties of garments in order to help our customers when reach more people. The online stores will be our official
traveling, including tops, bottoms, dresses, outerwear, website. We also allow our customers to visit our company
and accessories. They range from seasonal wear such as to look at our products more clearly, but we only allow
winter and summer to base on trip location. To ensure customer that already ask for our permission or inform
that our company can function properly, our company has their visit first, we don’t open for public.
a marketing team to handle the marketing aspects of the
company, be it events or promotional material. A logistics
team will handle the company’s packaging and general
inventory through handling of distribution, receiving, and
the storage of the company’s inventory, a photographer
to handle the company’s products’ photos, a design team
to handle the style and pattern of the website,a stylish
to help with mix and match, and a repair team that is
responsible with handling minor stains and damages.

Trafa distributes most of the money for the purchase of
garments, employee salary, and marketing.
37
Business Canvas
The biggest profit comes from product sales and event.
In the future, Trafa will allow other companies to put
their advertisements on the company’s website and also
get profit from sponsorships. We are also hoping to get
a higher rate of income in the future in order to provide
more complete products to rent.
03
Service &

Type of Service
Type of Product
Type of Designer Brand
Price
RENTING GARMENTS
Our company mainly focuses on rental
or renting garments for vacations. We
are a place and a website to help fulfil
your travelling needs. You will be able to
rent from clothing to accessories in our
website and you can ask help from our
stylist if you needed help to find matching
garments and clothing. We currently focus
on 2 categories for you to rent, winter
and summer, for winter, you can rent
from coats to beanie and scarves and for
summer, we can rent you from dresses to
matching accessories.
FITTING SESSION
If you’re not sure about your size, whether
you would fit or not, you are allowed to
come to our showroom (after booking and
reserving time) where you can try to fit it
manually, or you can have a chat with out
stylist for other info.
EASY DELIVERY AND RETURN
Your order will arrive in an reusable and
organized bag. Our partner will help
to deliver and pick up your garments
(Jabodetabek). It’s easy to carry and easier
to return.
100% AUTHENTIC LIKE NEW
We have our premium laundry partner,
Apique supported by modern machines
using hygienic and environmental friendly
processes, combine with 10 years of
experience in fabric care with advanced
dry cleaning equipment. We professionally
maintain and inspect all of our items so
they arrive in new condition.
MIX AND MATCH
Like your own personal stylist. If you are
having trouble in finding out what you
want or what fits you, we have a service
to help you choose the best garments for
you. The mix and match service helps you
choose and recommends which outfit goes
with which accessory so it can save you the
trouble of choosing which is best for you.
 41

SUMMER WINTER ACCESSORIES

Sunhats Scarves Bracelet

Beanies Beanie Pendant
Sunglasses Jacket Necklace
Dresses Mantel Sunglasses
Jumpsuits Trenchcoat Watch
Kaftan Mini backpack

Service & Product

Cardigan Hats
Sundress Satchel
Skirts Sling bag
Top
Cap
ACCECORIES OUTFITS

Rag & Bone Uniqlo

Daniel Wllington Burberry
Roxy Dint
Herchel Magjay
Longchamp Lavish Alice
Coach Tussah
Hyein Seo Pomelo
Swarovski Lipsy
Versace Unreal Fur
Maison Kitsune Beach Gold
Indikah
Laxmi
 43

Our wardrobe ranges from S to L and

we will continue to upgrade our size.
We understand it can be frustrating not
knowing if an item will fit, that’s why we
collate reviews from our users to help you

Service & Product

decide the best fit for your body. We also
have a stylish to help you to pick out the
most suitable size for each style for you.
Quarter 1 summer (Month 1-3)
Grand opening we set our price the
cheapest amount other quarter in order to
get more people sign up. Trafa take profit
around 80%/item
Beach outfits : IDR 81.000 - IDR 450.000
Dress : IDR 207.000 - IDR 765.000
Outer : IDR 198.000 - IDR 450.000
Accecories : IDR 63.000 - IDR 290.000
Quarter 2 summer (Month 4-6)
Trafa take profit around 90%/item
Beach outfits : IDR 85.500 - IDR 475.000
Dress : IDR 218.500 - IDR 807.500
Outer : IDR 209.000 - IDR 475.000
Accecories : IDR 66.500 - IDR 304.000
Quarter 2 winter (Month 4-6)
Trafa take profit around 95%/item

Quarter 1 winter (Month 1-3) Outer : IDR 251.550 - IDR 1.306.500

Grand opening we set our price the Accecories : IDR 97.500 - IDR 604.500
cheapest amount other quarter in order to
get more people sign up. Trafa take profit
around 85%/item

Outer : IDR 239.000 - IDR 1.240.000

Accecories : IDR 93.000 - IDR 574.000

Quarter 3 & 4 summer (Month 7-12 )
Trafa take profit around 100%/item
Beach outfits : IDR 90.000 - IDR 500.000
Dress : IDR 230.000 - IDR 850.00
Outer : IDR 220.000 - IDR 500.000
Accecories : IDR 70.000 - IDR 320.000
Quarter 3 & 4 Winter (Month 7-12 )
Trafa take profit around 105%/item
Outer : IDR 264.450 - IDR 1.373.500
Accecories : IDR 102.500 - IDR 635.500
45
All prices are not included extra fee such
as laundry, insurance, shipping, and pack-
aging. We charge :
Laundry 1 kg : IDR 5.000
Packaging : IDR 10.000 x 10% = IDR 1.000
Shipping : IDR 20.000
Insurance : 0.5% from garment price
Service & Product
04
Market
Research
Research Method
Market Analysis
Strategic Analysis
P.E.S.T
Competitor
S.W.OT
Michael Porter’s 5 Forces
Opening
Soon

Fashion
Rental Service
 49

Our company did our primary and second-
ary research containing general observa-
tions, interviews and surveys to help our
company know what our target audiences
want. We gave out questionnaires to 100
of our target audiences and we handed
out the questionnaire to young adults and
Other than the primary research we did
above, we also did our secondary research,
which consists of our research in politics,
economics and technology and how they
will affect our company and how we
operate it. Through these researches,
we manage to find out our strengths,

teenagers (mostly females) in the Jabo-
detabek area. We made questionnaires
about what people want, expect and what
they prefer. In total, we have about 30
questions to be handed out to 110 people
and later for the more serious users. We
observe by going to several clothing and
costume rental places and then interview-
ing them either in their stores or by phone.
Our questions include:
Market Research
weaknesses, opportunities and threats that
our company has. Lastly, we did research
about who we are competing, these types
of research are done so we can know and
predict if our company will be successful in
the future or if it isn’t going to work out.

- If they have ever heard of a fashion gar-

ment rental
- Customers’ experiences
- Customers’ opinions
- Customers’ options
- What the customer prefers
- Customers’ problems when renting
The results are based on the surveys Trafa did via a
questionnaire form by online. These surveys were given
to the target market, which are female young adults and
teenagers, and the results are based on a total of 110
responses. The following charts are the analysis of the
survey results and responses:
1. How old are you?
51
Most of our responders are 17 year olds which are about 34,5% of the
responders,14,5% are 16 year olds, 16,4% are 18 year olds, 10% are
19 year olds, 4,5% are 20 year olds, 3,6% are 21 year olds, 0.9% are
around 14, 23 to 24, 30 to 37, 41 to 43 year olds, 1,8% are 22, 25 to
27 and 40 year olds.

2. Have you ever heard about fashion garments rental?

Market Research
34.5% said no
65.5% said yes
3. Have you ever thought of renting fashion garments before?

57.3% said no
42.7% said yes

4. Have you rented any fashion garments before? if so, where

did you rent them?

13 people said that they haven’t rented any garments before while 1
person rented a suite from Kwong Tung Tailor, 3 from Hello Gown,
1 from Gading Costum and another 5 have rented costumes before but
can’t remember where.
5. Have you ever wanted to buy something branded but the
price is unreasonable?

53

6.4% said no
93.6% said yes

Market Research
6. Have you experienced not having enough space inside
your wardrobe?

26.4% said no
73.6% said yes
7. Have you ever thought of buying outfits for vacation or
special occasions but you think it’s a waste of money since
you could only wear it once or twice?

20.9% said no
79.1% said yes

8. Have you ever gotten bored of your fashion choices or

clothing items? why?

More than 90% of the people who answered our questionnaire gets
bored of their fashion choices, its either because trends keeps
changing or because through time, they get bored of their
fashion style.

9. Where do you often see advertisiments and what kind of ads

are they?

51 people said they see ads mostly on instagram and youtube and
other social medias. Some said on outdoor advertising and some said
games pop up ads.
10. When you want to rent branded items for a span of 1-2
weeks, what is the range of price that you expect?

55

7.3% said It depends on the brand

11.8% said IDR 600.000 - IDR 800.000
29.1% said IDR 400.000 - IDR 600.00
51.8 % said IDR 200.000 - IDR 400.000

Market Research
11. Do you prefer going to a store to purchase your items or
shop for them online?

20.9% said online

79.1% said go to store
12. What is your biggest concern when renting a product?

About 18 people are worried about the hygiene of our product, while
22 people are worried about the quality of our garments, 14 people
are worried about sizing of our products while 25 people are worried
about damaging our products accidentally, lastly 8 people’s biggest
concern is the price of the items.

13. What kind of outfits would you like to see us offer to

complete your needs? why?

19 people goes to fancy dinners, 23 people goes skiing, 18 people

goes skating and 5 people goes to parties. 22 people just hangout
and 16 people goes sightseeing, about 8 people goes clubbing or
goes to the bar. So most people goes to fancy dinners and 22 people
just hangout.

14. What type of bag would you want us to provide for

your vacation?

From the survey, most of our respondents prefer backpacks for

their vacation or traveling which are 57.9% of our responders, 29.9%
prefer handbags and 21.5% prefer purse which are most likely to be
women, 23.4% prefer fanny pack, luggage at 41.1%, travel bag
30.8%, and Cosmetic and accessories bag and Laptop cases are each
at 0.9%, and 1 person prefer that all types of bag should be included.

15. What type of accessories would you want us to provide for

your vacation?

Most people voted for Sunglasses for the accessories were going
to provide for their vacation, about 51.4%, Sunhats at 19.6%, Branded
sandals at 26.2%, charm bracelet 31.8%, elegant necklace at 27.1%,
Elegant earings at 26.2%, Cute necklace at 28%, Modern bracelet at
21.5%, Unisex watch at 36.4%, Choker at 17.8%, Belt at 30.8%, stock
er cap at 28%, Tie at only 19.3% most likely because our responders
are 18 year olds, Rings at 1.8%, Earcuffs at 0.9%, and one person
answered none.
16. What type of summer outfits would you like us to provide
for your vacation?

Beach dress is the number one pick from most of our responses at
about 41.1%, Bateek cardigan and dress at 14%, Cocktail dress at
33.6%, Sun dress at 24.3%, sun wrap at 21.1%, Long Kaftan at 15.9%,
Maxi dress at 23.4%, Long dress at 27.1%, Summer dress at 28%, 57
Pattern shirt at 22.4%, Workwear jacket at 28%, trunks / boardshort
at 17.8%, and the other options are modest dresses, t-shirt and
shorts, all of the above, one person answered none, each at 0.9%.

17. What type of winter outfits would you like us to provide for
your vacation?

For winter outfits the most obvious choice would be a coat which
stands at 60.7%, if a regular coat is not fashionable enough, a parka
will be the choice which is at 47.7%, wool jacket at 15.9%, Puffer
jacket at 48.6%, winter boots at 38.3%, winter scarf at 22.4%, gloves

Market Research
at 24.3%, beanie at 25.2%, goggles at 13.1%, facemask at 11.2%,
thick hoodies at 0.9%, and 0.9% last is a custom option.

18. How strongly do you agree with the following statement:

washing your own outfits is a waste of time and energy.

10% said they strongly agree, 17,3% said they strongly disagree, 20%
said they somewhat disagree, 27.3% said they neither agree or disa
gree while 25.5% said they somewhat agree.
19. Which one do you prefer the most, subscription or pay per
item when renting summerg garments?

40% said subscription

60% said per item

20. Which one do you prefer the most, subscription or pay per
item when renting winter garments?

30.8% said subscription

69.2% said per item
21. Have you ever feel like you don’t know how to combine
outfits or mix&match them to bring to wear while traveling?

59

22.7% said no
29.1 % said maybe
48.2 % said yes

Market Research
22. What would persuade you to regularly check on our website
more often?

55 people said discounts while 41 people said new updates and new
varieties of outfits, 11 said good service and 5 said good quality.

23. What type of activities do you usually do when on

summer vacation?

45 people said going to the beach, 25 people said go to parties, 24

people said hanging out 15 people said going to parties and 16 peo
ple said go clubbing.
24. What type of activities do you usually do when on a winter
vacation?

19 people goes to fancy dinners, 23 people goes skiing, 18 people

goes skating and 5 people goes to parties. 22 people just hangout
and 16 people goes sightseeing, about 8 people goes clubbing or
goes to the bar. So most people goes to fancy dinners and 22 people
just hangout.

25. How much is your budget range when renting

branded garments?

43.3% of people said IDR 150.000 - IDR 300.000, 37.3% of people said
IDR 350.000 - IDR 600.000, 13.6% said IDR 650.000 - IDR 800.000,
while 5.5% of people said up to IDR 800.000.

26. How much is your budget range when renting branded

accesories?

67.3% of people said IDR 150.000 - IDR 300.000, 22.4% of people said
IDR 350.000 - IDR 600.000, 3.7% said IDR 650.000 - IDR 800.000,
while 6.5% of people said up to IDR 800.000.

27. How long do you usually go on vacation for?

27 people said 1-6 days while 34 people said about 1 week and 23
people said 2 weeks.

28. What country do you usually go for vacation?

11 people goes around Asia.

29. If there is a functional rental service that can help you solve
your traveling or vacation fashion need, would you be inter
ested in trying it?

61

5.5% said no
34.5 % said maybe

Market Research
60% said yes

30. How likely are you to recommend us to ur family or friends?

91 people are 7-10/10 likely to recommend us, 8 people are 5/10 like
ly to recommend us, 9 people are 6/10 likely to recommend us, 2
people are 3-4/10 likely to recommend us.
For our expert panel we interviewed people who already
have years and years of experience in the fashion industry,
one example is Style Theory, they are also a fashion rental
company who has been around for around 4-5 years, the
company was founded by Raena Lim and Chris Halim in
2016. By doing an interview with the experienced fashion
designers and influencers, we were able to gain much
knowledge about our rental service, they gave us many
tips and tricks from how to mix and match the garments
and accessories together, to how to get our customers
attention and to turn them into loyal customers.
MODISSA

Modissa is a small rental shop, they first started as

a salon but quickly upgraded it due to their custom-
ers asking them about where to rent frequently. We
asked them some questions regarding their business 63

and was pleased to know that they’ve been open for

some time.

1. What do you think is the hardest thing about 7. Any warnings or special care instructions?
creating this company? Take special care with the clothing so it lasts longer
Marketing, to introduce the product and to build trust.
8. Price range/ target market
2. What do you look for in your relationship with a Rp. 50.000 to Rp. 200.000
customer? All ages and all genders.
Trust, give our best to the customers.

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3. What are your short term goals and long term
goals?
Short term: So the customers comes back
Long term: So there will be more loyal customers

4. What do you perceive as your greatest strength

and weaknesses?
Weakness: Not many people know about the place
Strength: all the outfits are up to date all the time

5. History of the company

It started with a salon, a lot of people were
wondering and asking where to rent traditional clothing,
so we provided them.

6. Techniques
Signs in the side of the road and people talk about this
place.
GADING KOSTUM
Gading Kostum is a big rental shop in Kelapa Gading
in a shop house. They sell costumes which is useful
for Halloween or costume parties. We interviewed
them as well and they sold costumes for both males
and females and have been in the rental business for
10 years.
1. What do you think is the hardest thing about
creating this company?
Customer sizes and need big budget for the costumes.
2. What garments do you provide?
We provide 1532 types of costumes, like superhero
costumes, traditional clothes, country clothes,
working clothes, animal costumes, princess/prince
costumes, renaissance wear, and halloween costumes.
3. How is the rental procedure and rules?
• Customers can come directly to our store or check
our website
• For booking, customers must pay the costume
money first
• Maximum of 3 days rental
• There will be late return fines around IDR 20.000/days
• Rent and deposit needs to be paid before we deliver
the costume
• If there is any damage or lost garments, there will be
fine according to the cost of the garments repair
4. Costume price range
Around IDR 100.000 - IDR 450.000
5. Working days
We open every day from 9 am to 8 pm, include
Saturday, Sunday and public holidays
6. How many staff do you have?
We have 5 female staffs, each of them has their own job
such as catalog section, booking section, logistic
section, etc
7. What do you look for in relationship with
customers?
We always try to serve our customers patiently and
kindly, so they will visit again in the future.
8. What are your short term goals and long term
goals?
Short term: to get more customers around Jakarta
Long term: To become the most popular costume rental
company in Indonesia
9. Length of career
We have around 10 years of experience in costume
rental, before we open Gading Kostum, our manager
used to open the rental business in her house.
STYLE THEORY
We did an interview with a leading garments rental
service, Style theory are here to enhance the way
consumers access fashion and bring new perspective
to sustainable living. Having an infinite designer
wardrobe unlocks a whole new way to discover your
sense of style.
1. What do you think is the hardest thing about
creating this company?
I think the hardest challenge of building something
that didn’t exist before is how to educate people about
our product and services. And i don’t have a back
ground in fashion, we needed to catch up fast by
learning about technical terms while building
connection in the industry.
2. What garments do you provide?
We provide outfits for female, such as for work,event,
casual and day wear outfits.
3. How does it work?
Browse through Style Theory wardrobe and pick the 3
available items, There is no deadline for return, once
they receive your return, you will be prompted to
choose next 3 items!
4. Where is the Style Theory available?
Currently available in Singapore and Jakarta, but will
expanding to other capitals soon.
65
5. What do you perceive as your greatest
strength?
• Our promotion and service, customer will get special
discount for the first month, they only need to pay
IDR 590.000, the normal price is IDR 990.000. We also
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provide free dry cleaning and free delivery service.
• We always update something new, if you subscribe
us, you can browse through 18.000 more
designer outfits
• Personalised fit, get size recommendation
• Featured designers
6. Working hours
Monday-Friday 10 am-7pm
7. What are your short term goals and long term
goals?
Short : To be the most well know rental fashion
company in Singapore
Long : To be the most popular fashion rental
around Asia
8. History
Since its launch in Indonesia less than year ago,we has
been receiving positive feedback from users and design
er partners since then. Singaporean online fashion rental
platform Style Theory has gained over 20.000 active
users in history, signaling the country’s market potential
in the sharing economy in fashion. To date, Style Theory
Indonesia offers more than 5000 items from 160 local
and international brands, with new releases every
Wednesday.

9. Why did you choose Indonesia as Style Theory

second market?
Initially, we had doubts about whether Indonesia was
ready for this new concept. Would people able to relate
to our services? Nonetheless, we gained confidence
as we received many requests from Indonesia to take
our service there. We even had Indonesians who signed
up for this service in Singapore, so we saw that they
wanted to be a part of this future of fashion. We’re
expanding very quickly in Indonesia as we collaborate
with many local designers and brands, and we also
sponsored one of the biggest fashion events in the
country, Jakarta Fashion Week.
ANGEL SALON M BRIDAL

Angel Salon M Bridal is, as they’re named, a dress

rental shop/ they have a variety of dresses and since
their main target audience events are weddings, they 67

mostly rent white dresses.

1. What do you think is the hardest thing about 4. What do you perceive as your greatest strength
creating this company? and your greatest weakness?
Mostly labor. Unstable price

2. What do you look for in your relationship with a 5. Any warnings / special care instructions?
customer? Always check the prices on the market because wed

Market Research
My number one goal is customer satisfaction so there ding dresses or any other fashion items prices tend to
fore they will come back again for our service. change in a very short period of time

3. What are your short term and long term goals ? 6. Price range
Short Term: Get income The dresses price range about Rp 10.000.000 - Rp
Long Term: Have the ability and resources to compete 20.000.000
with bigger companies in bridal and salon
STELLA OUYANG

We did an interview with a fashion influencer, Stella

Ouyang, she has been interested in fashion design
since she was young. Stella is active on many fashion
events and has made many friends who are also fash-
ion influencers, she often takes photoshoots for her
instagram pictures and she told us that it is important
to be active and consistent.

1. How to do mix & match on summer and winter
outfits?
For summer outfits, I really like earth toned colours,
neutral and simple. I like wearing a parka or a thick
sweater with boots and topped with either a beanie or
a fedora. For summer outfits, I like wearing sleeveless
tops that are bright coloured and vibrant, occasionally
I would wear floral patterns too. I would pair the outfits
with cat eye white sunnies and golden earrings, as for
the shoes I’ve been really interested in gladiator
sandals.
2. Do you choose your outfits depending on the
brand or does the brand not really matter as
long as you think its nice?
To me the fitting of the clothes is very important and the
style and quality is also really important, so if it is brand
ed but i dont like it then I wouldn’t buy it.
4. What is your biggest concern from renting
outfits?
Mostly the sizing, i’m scared it doesn’t fit very well.
Washing the clothes after also can be tiring and a waste
of time.
5. For a fashion business company, what is the
biggest thing you think it can help to be more
successful?
Focusing on the quality is important if the quality is bad
people won’t come back, following the trends and
focus branded items.
6. Do you think it’s very helpful if our shop has a
stylist to help our customers combine outfits?
Yes, they can help with matching the garments
together.

3. As a fashion designer, do you think my fashion

renting business can work well in this era?
Yes, it is important and helpful for people like me who
gets bored of my own fashion sometimes.
 69

7. Subscription or pay per items?

I would prefer subscription.

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8. For photoshoot, do you think a good model and photos give
influence to the customer?
Visuals are really important these days, people tend to be more inter
ested if the picture is aesthetically pleasing.

9. How do you get our audience attention through social

media?
By putting out a lot of advertisements on billboards, social media and
other websites.
JEANY JOHANES

I did an interview on a former fashion designer named

Jeany Johanes, she had always been interested in
fashion ever since she was little. I’ve noticed that she
is very interested in the questions and that she is pro-
fessional when answering our questions.

1. How to do mix & match on summer and winter
outfits?
For summer outfits I would wear shorts and a shirt
but accessorize using a sun hat and sunglasses as well.
For winter outfits I would wear long pants with a coat
and a longjohn inside as my top to accessorize i would
use a warm beanie, a scarf and winter boots. The successful?
technique is just to be comfortable and simple.
2. Do you choose your outfits depending on the
brand or does the brand not really matter as
long as you think its nice?
Well no, to me the brand doesn’t really matter as long
as I like the style, to be honest I don’t really buy brand
ed garments because to me some are just not fashion
able at all.
4. What is your biggest concern from renting
outfits?
The quality and sizing for the most part
5. For a fashion business company, what is the
biggest thing you think it can help to be more
To have a connection with your customers, this way you
can be more comfortable with each other, they can turn
from a customer to a loyal customer quickly if they like
the service
6. Do you think it’s very helpful if our shop has a
stylist to help our customers combine outfits?
Yes it would be helpful to match newer items with pos
sible accessories.

3. As a fashion designer, do you think my fashion 7. Subscription or pay per items?

renting business can work well in this era? Per items in my opinion.
Yes!! I think it’s a great idea that can solve many
problems.
 71

8. For photoshoot, do you think a good model and

photos give influence to the customer?
Yes these days social media is a bit thing and
people are more drawn into aesthetic things which
has a theme so having an aesthetic photoshoot
would be really helpful to your brand.

Market Research
9. How do you get our audience attention through
social media?
Post a lot about your new items/ update them
on the new garments available and put a lot of
ads maybe even make a video.
MODISSA PRO:
• Different clothings to choose from
• The rental building is a house in a • Can rent to male, female and kids
neighbourhood • Fast service
• There are signs in the neighbourhood for
us to find the building easier CON:
• Rental place is in the 1st floor • Small space
• Customers are seen more during national • Not really comfortable
or traditional holidays due to their theme
• They rent traditional outfits
• Small space storage
• One room is filled with costumes

GADING KOSTUM
• From the side view, it’s hard to find the
store because the sign is not clear
enough
• The rental building is quite big, there are
3 floors and each floor is filled with a
lot of costumes, which makes customers
cannot to walk freely
• There is 1 fitting room in each floor
• They provide catalogs and check stocks
from their website
• In October, there are a lot of
customers inside the store waiting and
looking around, there is also gojek and
grab drivers picking up customers.
73
PRO:
• They provide costumes with a big age
range and for both woman & man
• The store is big
• A lot varieties of costumes
CON:
• Need a long time to clean garments,
around 3-4 days
• The garments are low quality
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• Only full order on special occasions, like
Halloween
• The store is not cozy and kind of hot
ANGEL SALON M BRIDAL
• The meeting room is very comforting,
they have sofas and air conditioner to
make the client more relaxed on (about 1000 dresses) with different colors
choosing their dress
• They are very persistent with their work,
everything that happens they always
documented, from dress size to the
requests and custom adjustments, etc.
they have a cabinet with walls of papers
of documentation since 3 years ago adn
all of them are organised alphabetically
• Their technology is still very
traditinal, they dont use computers or
laptops, everything they type is on
paper, which for me is very unrelieable
incase theres fire accidents, or
accidentally destroyed, etc
PRO:
• Very nice and cozy meeting room
• Very well documentation work
• They have a very wide range of dresses
but mostly white because their target
audience is wedding
• And according to the reviews and
instagram pictures, their make up
department is very good at their work
CON:
• Very primitive, they still use paper for
every documentation
• The storage room is very filthy, although
its air conditioned, theres still some
cracks on the wall and the ceiling is very
dusty
 Market Research
75
SECONDARY RESEARCH

For our secondary reseach, we try to search on the internet

about current online clothing rental market size, share & trends
analysis report, by end use (Men, Women), by dress code 77

(Formal, Casual, Traditional), by Region, and segment forecasts,

2019 - 2025.

The global online clothing rental market
size is estimated to be USD 1.12 billion
in 2018 and is expected to expand at a
CAGR of 9.4% over the forecast period.
Increasing online retail is the primary
driving factor for this growth. Moreover,
Fashion-conscious individuals who lack
finances to purchase clothes of their
choice are anticipated to make use of the
available resources to the fullest. Renting a
product is always cost efficient, and more
so in this industry where the trends keep

technological advancements, internet
penetration, increasing popularity of online
shopping portals over the last few years
are driving the market.
Furthermore, rise in popularity of fashion
vlogs, film industry, and television industry
are expected to fuel the market growth.
These industries require clothes for a in the region can be attributed to
short duration and thus, they prefer
renting them instead of buying. Hence,
this growth is expected to impact the
demand for online clothing rental in the
forthcoming years.
Market Research
changing and consumers do not prefer
repeating clothes. As a result, consumers
prefer renting clothes to stay trendy.
Asia-Pacific is expected to witness
intensive growth and occupy share of
22.14% by value, by 2027 in the global
online clothing rental market. The growth
the rising fashion consciousness and
increased spending on fashion in the
region is factors expected to fuel the
growth of the online clothing rental market
during the forecast period.
END USE INSIGHTS
Based on demography, women segment is
amidst the largest segment in the global
online clothing rental market with a growth
rate of 9.7% with an increase in the market
value from USD 639.2 Million in 2018 to
USD 1,496.8 Million in 2027. Growth in the
segment is transmuted on increasing the
subscription of rental companies, positively
impacting the market growth which in-turn
is attributed to result in an increase in
demand for global online clothing rental
market in forth coming years.
DRESSCODE INSIGHTS
Formal clothes is anticipated to hold the
largest market share of around 48.0% in
2018. Formal clothes such as suits and
blazers are expensive and require mainte-
nance, thus the price-conscious and young
consumers find renting as a better option.
Casual wear segment is anticipated to hold
significant market share during the forecast
period. It includes sportswear, for instance
the players who are not able to get sports
apparels can rent through online portals.
REGIONAL INSIGHTS
Asia Pacific is the fastest growing segment,
due to high demand from the developing
countries. Growing consumer awareness
and internet penetration are among the
prominent growth drivers for the region.
Asia account for more than 34% of
global population, thus, rising consumer
awareness in these countries is projected
to impact overall growth. In these
developing nations, consumers are finding
a better way of accessing the clothes of
their choice instead of having to buy them
thus, clothing rental is the suitable solution
for them. Increasing purchasing power
and changing fashion trends due to rising
adoption of western trends in developing
nations is also a factors driving the growth
in Asia Pacific.
 Market Research
79
POLITICS
Nowadays it is easier to travel because the
government already supports easy travel-
ling, so as of today we can travel to Turkey,
HongKong, South Africa, Iceland, Norway.
There are 81 nations that do not have visa
requirements for Indonesia Passport Hold-
ers, marking an increase since February,
when the number of visa free countries or
territories sat at 74.
ECONOMY
It is easy to travel even though you have
an average salary, because you can have
installments. Nowadays, plane tickets are
also way cheaper. Our company is a medi-
um level company and we will be import-
ing our garments in big batches, so since
Jokowi pays a lot of attention to smaller
businesses, our company would have a
larger chance of being successful. Nowa-
days millennials tends to care much about
fashion, therefore they would spend 5-10
percent of their salary on clothes.

SOCIAL
For some Indonesian residents, dressing
up may have such importance for their
careers or social lives, some would rent
clothes to look like they have a variety of
attire, without spending too much. “I really
hate the idea of spending money on ex-
pensive clothes that I really like but I won’t
wear very often,” she told The Jakarta Post
on Tuesday. “So renting clothes seems to
be the best choice for me because it won’t
fill my closet.” Garments Rental is perhaps
the most disruptive alternative yet the low
price sales ruled the apparel industry for
decades. Millenials love to go to social me-
dia and post their travels and experiences
online for everyone to see.
81
TECHNOLOGY
Technology is very dependable in this era,
so we will use sophisticated technology to
make it more convenient and to guarantee
good service to customers, we use social
media platforms and electronic devices to
Market Research
access our website and advertisements, we
will also be making a promotional video to
promote and publish latest news for our
brand. People these days are so into social
media to the point where they would wait
for updates and new content.
Trafa has no direct competitor yet, We are the first fashion
rental service that focuses on travaler’s fashion needs in Indo-
nesia. So, these are some fashion rental which are our indirect
competitors.

GADING KOSTUM STYLE THEORY

Gading kostum is the number one place (for Kelapa- Style theory are here to enhance the way consumers
Gadingian species) to rent a variety of costumes and access fashion and bring new perspective to sustainable
traditional clothing either for adults or children. They living. Having an infinite designer wardrobe unlocks a
rent their costumes and traditional clothes either through whole new way to discover your sense of style, giving you
online, by contacting them straight through WhatsApp, or more options to choose from, starting from work wear,
go straight to their physical store which is located in Ruko day wear, and casual wear to date nights or a girly brunch
Riviera Blok PF21 no 5, Jalan Raya Kelapa Hybrida, Kelapa date. Currently available in Singapore and Jakarta, but will
Gading, RT.10/RW.3, Pegangsaan Dua, Kec. Klp. Gading, expand to other capitals soon. They offer special prices
Kota Jkt Utara, Daerah Khusus Ibukota Jakarta 14240. for first month Rp 590.000 and Rp 990.000 for the next
continuing month, free dry cleaning and free delivery. Main
They have a very strict rule for renting their costumes office at Fx Sudirman 7th floor, Jakarta.
and traditional clothes, Customer who rent have to return
the costume within 3 days which includes Saturday and
Sunday, if they exceed the limit of the renting time, they
will get a fine of Rp20.000. The Costumes they sell has a
lot of varieties which is updated every year, which includes
: superheroes, princesses and princes, renaissance,
Halloween, profession uniforms, animals, traditional, and
many more.
 83

BLESBEE

Market Research
Blesbee are one of the most famous renting places in
Jakarta. They have a lot of varieties, such as outfits for
graduation, pre-wedding, prom, birthday party, and
others. You can rent their outfits from website or the store,
located in Jalan Tebet Raya No 45 B Lt.2, Rt.2/RW.2, Tebet
Timur, Jakarta Selatan. For their customers convenience,
they provide 3 days rental period, they recommend that
you order arrive at your place 1-2 days before the event
to ensure you have plenty of time to get a perfect looks.
The price range are around Rp 200.000 - Rp 7.000.000
depends on the quality and brand.
 Trafa rents out garments that focuses on travellers needs
and brand designer products, Trafa is known to have good
84
customer service too, they hire a professional stylist to help
mix and match their garments and even has a cozy showroom
for our customers to enjoy.
Market Research
STRENGTHS WEAKNESS

• Trafa is the first renting place that primarily focuses on • Limited garments at the moment.
travelling • Aimed more to female customers.
• Few or no direct competitors • limited financial resources
• High-quality garments that collaborates with famous
brand designers.
• Trafa cares for the utmost satisfaction and high
convenience of our dear customers.
• Assessment range, we have professional designers and
famous variety of brands.
 87

Market Research
OPPORTUNITIES THREATS

• Most people have limitations regarding fashion and • Competitors might copy the business when they have
travels the budget to do so.
• People want everything to be convenient and practical. • Trend keeps changing.
• The availability of AirBNB creates easier travelling • Traffic conditions affect the arrival time of items
opportunities for tourists. • Some countries require visa
• Easy to travel around the world
• Nowadays, people express themselves in social media.
• People want new things every time, new content, places
and garments to wear.
 POWER OF BUYERS THREAT OF SUBSTITUTES

Moderate Moderate

People love to rent garments, whether People these days love to rent garments
it’s for costumes or just renting clothes because by doing so, they could have
for something new. However, none rental more varieties in their outfits. There
area focuses on travels. Trafa is different may be lots of rental areas for clothings,
because we focus on travellers and that however, we are one of the rental areas
we both have a website to rent from and that you can order from websites, we
we have a showroom in case clients want also focus most on travellers, and that we
to have a closer look, we sell branded have professional and personal stylists
and trendy garments for people to enjoy that could personally help you mix and
and use. match your outfits. On top of that, we also
provide showrooms so you could come to
our shop personally and fit it on yourself in
case you have doubts of our size.
 89

BARRIERS TO ENTRY RIVALRY AMONG COMPETITIONS

High Moderate

The cost of garments are expensive
because we need to provide a lot of
garments to satisfy the customers, and
the price of advertisements are also
not cheap due to this, the budget has
to be increased. Since the trends keeps
changing, we always need to update and
Even though there are some clothing rental
competitors in Indonesia, many of them
either only have a website or only have
the showroom, they have a different goal
focus, Trafa is the first ever rental store
that focuses on travelers looks, wants and
needs. Also, Trafa has both a website and a

Market Research
add more varieties of garments. We need showroom for our customers to go too.
a stylist that has has strong knowledge
in fashion and trends to help pair up the
garments and accessories together.

POWER OF SUPPLIERS

Low

The garments and supplies needed are

easy to find here in Indonesia, however
some garments that we need to import
from overseas are quite hard to be
processed and might take longer to arrive,
the shipping price and the garments are
both quite pricey.
05
Marketing
Strategy
Target Market
Unique Value Point
Service
Price
Place to Engage Market
Promotion
Partner
92
PRIMARY
For Trafa’s primary brand audience we
mainly focus on female adults who enjoys
travelling and wants to save money
from the ages of 25-35 years old, their
occupation doesn’t really matter as long
Marketing Strategy
as their from Indonesia and is interested
in trying out new things. We aim for girls
with a lower to high income as we will
be renting out branded accessories and
expensive winter coats.
Age: 25-35
Marital status: married/single
Gender: female
Income: Low-High
Interest: Travelling
Occupation: Any
Region: Indonesia
Personality: love to travel and prefers
simpler choices, loves to save money
SECONDARY
Trafa’s secondary audience targets teen
girls and younger female adults from the
age range of 17-27 years young, we are
aiming for socialites, which are people
who are well known in the fashionable
society and is fond of social activities
and entertainment. Income wise we also
decided to focus on lower to high income
reason being some garments can be
quite pricey. Besides being a student,
the occupation of this specific target also
doesn’t matter that much as long as it is in
Indonesia.
Age: 17-27
Marital status: married/single
Gender: female
Income: Low-High
Interest: fashion and traveling
Occupation: any
Region: Indonesia and overseas
Personality: love to travel, socialite,
practical, economical

CUSTOMER FRIENDLY
Our employees are trained to be friendly
and polite, yet still, respect their private
space. We want the employees and the
customers to have a bond where trust will
be made.
UNDERSTANDING
Our company understands if minor
accidents are done to our products, such
as spillage of juice or accidentally tear
garments, our team on duty to handle it
for you. However, if there is a tear or rip
on our garments or items lost there will be
a fee.
HIGH QUALITY
Before selling our products, we always
have a quality check, making sure that our
products are in the best condition it can
be. We can guarantee that our products
don’t have any defects.
95
MODERN AND TRENDY
Our company always follow the fashion
trend and we collaborate with famous
brand designer to provide stylish and
trendy garments. Our customers can rent
a lot of designer clothes and steal the
look for your special occasion or trip.
Marketing Strategy
SATISFACTION
Our company guarantee to give the
best satisfaction to our customers when
they rent our garments, because the
garment will arrive in new like condition,
fast shipping, flexible schedule, free
dry cleaning, will be just as good as the
pictures on our website, and they will
look trendy on their trip.
RENTING GARMENTS
Our company mainly focuses on rental or renting garments
for vacations. We are a place and a website to help
fulfil your travelling needs. You will be able to rent from
clothing to accessories in our website and you can ask
help from our stylist if you needed help to find matching
garments and clothing. We currently focus on 2 categories
for you to rent, winter and summer, for winter, you can
rent from coats to beanie and scarves and for summer, we
can rent you from dresses to matching accessories.

FITTING SESSION
If you’re not sure about your size, whether you would fit
or not, you are allowed to come to our showroom (after
booking and reserving time) where you can try to fit it
manually, or you can have a chat with out stylist for
other info.
 97

EASY DELIVERY AND RETURN

Your order will arrive in an reusable and organized bag.
Our partner will help to deliver and pick up your garments
(Jabodetabek). It’s easy to carry and easier to return.

100% AUTHENTIC LIKE NEW

We have our premium laundry partner, Apique supported

Marketing Strategy
by modern machines using hygienic and environmental
friendly processes, combine with 10 years of experience
in fabric care with advanced dry cleaning equipment. We
professionally maintain and inspect all of our items so they
arrive in new condition.

MIX AND MATCH

Like your own personal stylist. If you are having trouble
in finding out what you want or what fits you, we have a
service to help you choose the best garments for you. The
mix and match service helps you choose and recommends
which outfit goes with which accessory so it can save you
the trouble of choosing which is best for you.
Quarter 1 summer (Month 1-3)
Grand opening we set our price the
cheapest amount other quarter in order to
get more people sign up. Trafa take profit
around 80%/item
Beach outfits : IDR 81.000 - IDR 450.000
Dress : IDR 207.000 - IDR 765.000
Outer : IDR 198.000 - IDR 450.000
Accecories : IDR 63.000 - IDR 290.000
Quarter 2 summer (Month 4-6)
Trafa take profit around 90%/item
Beach outfits : IDR 85.500 - IDR 475.000
Dress : IDR 218.500 - IDR 807.500
Outer : IDR 209.000 - IDR 475.000
Accecories : IDR 66.500 - IDR 304.000
Quarter 2 winter (Month 4-6)
Trafa take profit around 95%/item

Quarter 1 winter (Month 1-3) Outer : IDR 251.550 - IDR 1.306.500

Grand opening we set our price the Accecories : IDR 97.500 - IDR 604.500
cheapest amount other quarter in order to
get more people sign up. Trafa take profit
around 85%/item

Outer : IDR 239.000 - IDR 1.240.000

Accecories : IDR 93.000 - IDR 574.000

Quarter 3 & 4 summer (Month 7-12 )
Trafa take profit around 100%/item
Beach outfits : IDR 90.000 - IDR 500.000
Dress : IDR 230.000 - IDR 850.00
Outer : IDR 220.000 - IDR 500.000
Accecories : IDR 70.000 - IDR 320.000
Quarter 3 & 4 Winter (Month 7-12 )
Trafa take profit around 105%/item
Outer : IDR 264.450 - IDR 1.373.500
Accecories : IDR 102.500 - IDR 635.500
99
All prices are not included extra fee such
as laundry, insurance, shipping, and pack-
aging. We charge :
Laundry 1 kg : IDR 5.000
Packaging : IDR 10.000 x 10% = IDR 1.000
Shipping : IDR 20.000
Insurance : 0.5% from garment price
Marketing Strategy
People may reach for our service and rent
our products primarily through our website
which is a more convenient way to reach
us and an easier way to access member-
ships and many payment methods. But if a
customer is more comfortable to reach us
directly or don’t understand online shop-
ping or maybe because they are close to
our place and its faster to go to us instead
of delivering, we have a physical store
which is located in Green Sedayu Bizpark,
Daan Mogot. It is also joined with our stor-
age department, offices, and studio.
 101

For our business’s promotions, we will

be using pop up advertisement, google
ads, video ads, flyer, podcast and posters.
Since our target audience are teenagers
and young adults and many of them use
instagram and youtube these days, we
will be using social media platforms to

Marketing Strategy
promote our brand. By using social media
platforms, our brand will reach a larger
audience and can spread the news quicker.
Not to mention on special events, such as
your birthday, they will get extra point and
they can get rewards.
 103

Our business will be collaborating with a laundry service

called “Apique” this cleaning service will be helping us
by cleaning the garments after the customer returns it.
This was we can see if the item is still usable or not. Trafa
also collaborate with famous logistic company, such as
Gojek so our customers can easily track our garments
and to help deliver our garments safely and quickly. We
also collaborate with famous brand designers, such as
Burberry, Versace, Maison Kitsune, Beachgold, and many

Marketing Strategy
more to join. We are powered by our partner, Artha Graha
General Insurance to provide you an easy breezy worry-
free rental experience.
06
Service Strategy
Corporate Social Responsibility
Loyalty Program
Touch Point
Relations,Expectation,Experience
 107

We want to make our customers feel as

if ordering and renting our products are
simple and practical. So due to that, we
will provide our website so all they need to
do is click on a few buttons and they are

Customer Management Strategy

ready to go. However, to our customers
who needed extra help, we will also
provide professional stylists that could help
mix and match chosen garments. We will
also provide the place that our customers
can personally go to in case they doubt the
fitting and size of our garments.
108

Since our business is a fashion rental

company that is environmentaly friendly,
we will be providing point that you can
redeem at our website on the 22nd of April.
We collaborates with trusted laundry
service that has 10 years experience in
fabric care, their washing materials are
non toxic and environmentally friendly,
Customer Management Strategy

so it’s safe for earth. We will also provide

reusable bag instead of using plastic for
the packaging. On 11 November, we will
be celebrating Orphan days by donating
some garments that we won’t be renting
out anymore and give education programs
that aim to give orphans a new start in life.
We are going to be having 2 types of Loyalty Program:
Points program and the Charity program. We wanted
to make sure that our customers are satisfied with our
services and will come back to our shop.

Our first program called the Points Program is for people

to get points after shopping from our shops, enough
points could get them to be able to rent chosen or random
items for free for the cost of their collected points.

Our second program called the Charity Program is about

how willing our customers are to donate to the less
fortunate by collecting points that they gathered from
renting, our customers get to use their points to order
clothes for the ones in need.

Not all loyalty programs include discounts. You can

incorporate your business values into a program to build
a stronger relationship with your customers. In fact, if
you structure a loyalty program around mutual values,
customers are more likely to become brand loyalists.
111

Customer Management Strategy

 Step 3 Step 4

CHECKOUT PAYMENT

Step 2 Step 2

ORDER PAGE BOOKING

Step 1 Step 1

WEBSITE PRE-SALE SHOWROOM

TOUCH POINT

Step 1 Step 4

PROCESS SALE DELIVER

Step 2 Step 3

PACKING LOGISTIC
 113

Step 5 Step 3

LAUNDRY CHECK

Customer Management Strategy

Step 1

AFTER-SALE USED

Step 4 Step 2

FIX SEND BACK

 115

For our touchpoint, our process starts from In our After Sale, clients will then receive
the Pre Sale, clients can go to our website their chosen garments and use them

Customer Management Strategy

and check out what they wanted to rent, however they want, once being used, we
once they choose what they are interested will then send our logistics to pick the item
in, they are sent to the checkout page back up, once we receive our items, we are
and to choose their payment methods, to check for any accidents such as stains
their orders will then be processed and the or tears, if clear, we will then send them
client waits. If they are not sure, they off to wash. However, if there are some
can book and go to our showroom to accidents, we will cover insurance, and we
rent manually. will then immediately repair the garments
if stained or torn. But, if accidents are of
Next is our Sale process. The process will the clients’ faults, they will be charged for
start after the client finishes ordering, our our damaged products.
workers will then get to work and pick out
the garments that are wanted, pack them
in our eco friendly bag, order our logistics
and send them to the clients.
We want our brand to give off and exceed what our
customer expects, we are giving what the people want,
a simple and practical solution to their problems. We are
going to be giving them our best services and offers to
make our customers as satisfied as they can be with our
services. We want to have a good relationship with our
customers and hopefully accomplish what they expected
or maybe more. Our company gives off a simple and most
practical environment.
117

Customer Management Strategy

07
Brand Name & Story
Brand Logo
Brand Vision Statement
Brand Mission Statement
Brand DNA
Brand Essence
Brand Positioning
Brand Personality
Brand Value
Brand Experience
Brand Benefits
Brand Promise
Brand Audience
 #e53d3c

#43bba6

TRAVEL HARD.
STAY FASHIONABLE.
RIGHT usage of logo

121

TRAVEL HARD. TRAVEL HARD. TRAVEL HARD.

STAY FASHIONABLE. STAY FASHIONABLE. STAY FASHIONABLE.

Grayscale
Black on White Grayscale White on Black

WRONG usage of logo

Brand Strategy
.
ARD ABLE.
TRAVEL HARD. EL H N
TRAV FASHIO
TRAVEL HARD.
STAY FASHIONABLE.
STAY FASHIONABLE. STAY

Squeeze Stretch Rotate

Here are the type of images that are
ALLOWED to be used

You’re allowed to use picture with

clean feels.
bright and clean feels.
 123

Brand Strategy
You’re allowed
You’re to use
allowed topicture that that
use picture
include traveling
include needs
traveling needs or place.
You’re allowed to use picture with can-
did, non smiling face model and simple
background behind
 125

Brand Strategy
You’re allowed to use one colored
background that has contrast color
with the model’s outfit
Here are the type of images that are
NOT ALLOWED to be used

You’re not allowed to use picture with

sad and gloomy feels.
 127

Brand Strategy
You’re not allowed to used black and white
pictures that contain religion,war, sickness envi-
ronment.
You’re not allowed to use dark vibes picture or
any picture with scary environment.
 129

Brand Strategy
You’re not allowed to used pictures that contain
sexual act or nude.
Our brand name which is Trafa is an
acronym for travel and fashion which is
our brands primary selling point which is
providing the best fashion and accessories
accordingly to our customers travelling and
recreational needs.
Our brand is inspired by our leader Joan
Putri who wants to get into the fashion
industry but as we all know every year
its getting very hard to start. The fashion
industry doesn’t just grow it also changes
every season, every hour, even every
minute! We found that the main reason for
this is because consumers of the fashion
industry has one primary demand, which
is an always changing, always brand new,
always fresh new products.
From that we have to thought about what
makes our fashion brand different than
other brands, we see that nowadays as
tour transportation keeps advancing and
getting faster, people tend to travel more
and more due to all that we decided that
our brand of fashion will provide the best
garments and accessories for those who
are travelling, to make it easier for our
customer to pick clothes and needs to
travel and have the advantage of focusing
on planning their vacation more than
wasting their time thinking about their
looks and clothing.
 131

We made our logo that is shaped into a butterfly to

resemble the word flying as in travelling. If you look
closely, the butterfly’s body was made into buttons instead
to represent the clothing, along with the wings, which
represent collars in a shirt. The arrows in the bottom
wings represent renting and returning because the arrows

Brand Strategy
are pointed outwards and inwards to represent that the
garments are out of our hands and back into our hands.
For our colors, we chose blue and red because blue
represents loyalty and it evokes a sense of dependability,
while red is a bold color that will set us apart from the
competition, it shows and resembles passion and that we
aren’t afraid to make a bold statement. Our logo’s font is
‘Just Signature’ it resembles elegance and femininity.
Brand Strategy

132
134
Brand Strategy

CARE CARD
BLACK & WHITE
CARE CARD
COLORED VER

TIPS CARD
136
Brand Strategy

GARMENT TAG
ID CARDS INVOICE FORM
Colors : Red & Blue

- Nice Stitching
- Nylon Mesh 139
- Polyester with waterproof coating

Available in 3 size (S,M,L)

L : 39 x 29 x 10 cm
M : 31 X 25 X 10 cm
S : 30 x 21 x 10 cm

Brand Strategy
 141

Our vision is to introduce the most

convenient and helpful rental service
that provides high-quality garments to
support our customers with fashion for
traveling and vacation needs. We believe
in something revolutionary, that business
could be used for good. We can assure
you, our customer service is professionally
trained to be well mannered, polite and
friendly to our dear customers, in order
to gain their loyalty and trust. The brand

Brand Strategy
aims to create a premium garments rental
service brand, today and tomorrow which
places customers at the center of our
business because our company believes
that our customer’s satisfaction is our
biggest priority.
Trafa will help people solve all the limiting
factors or problems, such as how often
they will wear or use each garment, can’t
afford branded items, and how it can be
stressful to find enough space by providing
many varieties of trendy and high-quality
garments and accessories to complete
your traveling look in a convenient and
practical way. Trafa also run business in
environmentally way and will reduce
plastic waste.
Our brand differentiation is that we specifically provide For travelers who enjoy going on trips, Trafa gives
many varieties of fashion garments to complete traveler’s practical and convenient solutions for your traveling or
look. Trafa also rents out trendy and fashionable garments vacation needs by providing many varieties of high-quality
that can help our customers not feel outdated. Trafa’s garments to help complete your vacation looks and solve
brand shows feminity, elegancy, sophisticated, and your limited problems.
modern feels.

Our brand strives to be friendly, responsible, respectful
and welcoming. We recognize the importance of
happiness and comfort for the customers and we try our
best to satisfy their needs. Trafa cooperates with a laundry
service, logistic company, insurance company, and famous
brand designers to give the best service to our customers.
Our brand is a company that has forward-thinking, creative
and always full of new ideas. We all live in an era where
trends always change, that is why it is important for our
brand to be adaptive to fast changes.
143
Brand Strategy
Our brand aims to provide vacation garments that
prioritize quality, we help travelers or individuals to
complete their look with our garments and accessories.
We guarantee our customers will be satisfied with their
order, because the garment will arrive in new like condition
and it will be just as good as the pictures on our website
CUSTOMER FRIENDLY
Our employees are trained to be friendly
and polite, yet still, respect their private
space. We want the employees and the
customers to have a bond where trust will
be made.
UNDERSTANDING
Our company understands if minor ac-
cidents are done to our products, such
as spillage of juice or accidentally tear
garments, our team on duty to handle it
for you. However, if there is a tear or rip
on our garments or items lost there will be
a fee.
HIGH QUALITY
Before selling our products, we always
have a quality check, making sure that our
products are in the best condition it can
be. We can guarantee that our products
don’t have any defects.
MODERN AND TRENDY
Our company always follow the fashion
trend and we collaborate with famous
brand designer to provide stylish and
trendy garments. Our customers can rent
a lot of designer clothes and steal the look
for your special occasion or trip.
 145

Trafa is the first rental service company in

Indonesia that focuses on helping travelers
with their garments needs. Our brand
is beneficial to both customers and the
environment. The customers are benefited
from the satisfaction that our products
give. And for the environment, we use a
reusable travel pouch for our customers, so
they have to return our garments with that

Brand Strategy
bag, our bag reduces the amount of plastic
bags used which helps the environment
in the long run. We also collaborate with
laundry service, insurance company,
logistic company and many popular
designer garments to give our customers
the best experience in renting.

Our company promises practical,

convenient, fashionable and high-quality
garments to easily satisfy and fulfill our
customers’ traveling needs.
Our brand focuses primarily on people
who love to travel and who loves to
save money, we are targeting on people
who love to wear a different variety of
garments, we split our target audience to
2 sections. Our primary targets are female
young adults who are about 25- 35 years
old with, any occupations from Indonesia,
who are in the age that loves to travel and
try new things, with low to high income
because we share from regular items to
famously branded ones. For our secondary
target, we target teens to young adults
both female about 17- 27 years old with
low to high income, any occupation, live
in Indonesia, loves to travel, who are
socialites and practical.
147

Brand Strategy
08
Positioning Statement
Market Positioning
 151

For travelers who enjoy going on trips,

Trafa gives practical and convenient solu-
tions for your traveling or vacation needs
by providing many varieties of high-quality
garments to help complete your vacation
looks and solve your limited problems.

Market Positioning
Trustworthy : Faith for the brand
Understanding : Comprehend for minor accident

In order to build trust in our brand, Trafa provides high quality garments, a collaboration
with a few famous brand designers and a laundry company that has 10 years experience
in fabric care with advanced dry cleaning equipments. We professionally maintain and
inspect all of our items so they arrive in new like condition. Our company understand that
some of our customers might accidentally tear or spill drinks on the garment. That is why
we have a team on duty to handle minor stains and damages.
 153

Market Positioning
Clean : Nice fragrance and clean condition
Modern : Trendy garments and showroom

Aside from the quality of our services, Trafa prioritizes the cleanliness of the products and
showroom. As a result, our company’s employees are trained to not only provide friendly
service to our customers, but also to always keep the work area and showroom to look
modern and clean, to ensure that we look professional and pleasant for our customers
when they visit our showroom or when accepting their garments package.
Price : Amount money to buy the product
Process: Amount of time until the product arrive to customers

Trava believes that the price must reflect the effectiveness of its delivery of the products
so we have strategically developed our service to do that. We will take care of the laundry
and delivery for you. Each Trava piece will arrive at your door as quickly as the next day
from the time of your order. Our customers can also track where their package is currently
at and around what time it will arrive. The cleaning process takes around 1 day but for
special garments it could take up to 2-3 days to maintain.
 155

Market Positioning
Store: We have a physical showroom
Online: A website for our rental business

Trafa is strategically positioned as a quite new emerging business and our main selling
come from website which is why we will have limited stores. Our store is not open for the
public, however we do allow customers who has already made an appointment, that way
we can prepare what they are planning to rent or even suggest the garments we think
they might like. For our online store, we provide a website that is easy to access and nav-
igate that contains complete information about our business. Trafa also provides online
marketing to inform the customers details about the business from upcoming events to
the newest trendy garments.
Quality : The quality of product
Convenience : Easy to access

Trafa is a business which believes in convenience, by providing easy access. By doing so,
the customers can get the information and order from our website rather than spend time
searching for the actual store. We want our customers to enjoy our high quality garments
without having any problems when ordering or delivering.
 157

Market Positioning
Safe : Secure of material and process
Practical : Simple way of doing something

Trafa believes that the customer’s health is very important. In order to make sure their
health is in good hands, Trava collaborates with a much trusted laundry service that has
10 years experience in fabric care, their washing materials are non toxic and environmen-
tally friendly, so it’s irritable free and safe for skin. We provide a communication section in
our website so you can ask questions to the stylist or to our customer service. We will also
handle the laundry for you, so all you have to do is just place your used garments into the
shipping bag provided once you are ready to return them.
09
Intergrated Marketing
Communication Plan
Social Media
Print Media
Event
IMC Timeline
IMC Budgeting
160

In today’s digital era, posters, billboards

and other physical advertisements are no
longer efficient nor effective at promoting
products, most people today are looking at
their phones more than their surroundings,
so the best way to advertise our products
is through where everyone is going to
Intergrated Marketing Communication Plan

everyday, which is social media.

 163

Instagram is the best place to promote

Trafa’s fashion and garments and theres an
obvious reason why. Instagram is one of
the largest social media sites in the world
with more than 500 million daily active us-
ers. Almost 70% of the users of Instagram
are fashionistas or socialites. Which makes
it a very perfect social media environment
to promote our daily garments either

Intergrated Marketing Communication Plan

through pictures or promotional videos.
INSTAGRAM ADS
165

Intergrated Marketing Communication Plan

166

Facebook is a social networking site that makes it easy

for you to connect and share with family and friends.
The service can be accessed from devices with internet
connectivity, such as personal computers, tablets and
smartphones. Today, Facebook is the world’s largest social
network, with more than 1 billion users worldwide.You can
also share different types of content, like photos and links.
It’s important to understand that Facebook is designed to
be more open and social that traditional communication
tools. Facebook ads work effectively because they are
Intergrated Marketing Communication Plan

relevant to people, and are easy to create and measure for

business people.
FACEBOOK ADS
169

Intergrated Marketing Communication Plan

170

YouTube is one of the best platforms for video creators in

the world either a vlogger, gamer, commentary channel,
etc. It’s the first website for video sharing in the world
created back in 2005 by Jawed Karim, Steve Chen, and
Chad Hurley. Which makes it very good for posting
our weekly promotional videos, there are already many
companies promoting their products on youtube, plus we
get a monetization in which our videos will be put on ads
so we can get a bonus income from posting our videos.
Intergrated Marketing Communication Plan
172

Even by having a showroom, our main domain is the

website, it’s way easier to find us and choose what
our customers want, they can also directly talk to our
professional stylists in case they need help. Ordering will
also be easy due to the fact that they do not have to go
anywhere to rent our garments. Our website provides
complete information and offers for our customers.
Intergrated Marketing Communication Plan
HOMEPAGE PREVIEW
 175

Intergrated Marketing Communication Plan

CONTACT PAGE
FAQ PAGE
Intergrated Marketing Communication Plan

176
GARMENTS PAGE
CHECKOUT PAGE PAYMENT PAGE
Intergrated Marketing Communication Plan

178
WEBSITE POP UP
MIX & MATCH PAGE
181

Intergrated Marketing Communication Plan

182

We believe Podcasts are trending nowadays, there are 2

factors as to why:
• The growth and rapid adoption of smart phones. You can
now get your podcast direct to your phone without
having to hook up your iPod to the computer.
• The explosive growth of an online media portal where
you can publish and download your podcast called
“iTunes”

here are so many podcasts existing these days. Making

Intergrated Marketing Communication Plan

a podcast is also free, so it has no impact towards our

budget whatsoever. We started by making an introduction
towards our company, our podcasts will be filled with
fashion tips and tricks plus extra information about our
company, people can enjoy listening before bed, while
driving or while doing their work.
 185

We choose to make posters, flyers, standing banners and

banners. We believe that having those kinds of advertise-
ments are useful because people get to see it whether

Intergrated Marketing Communication Plan

they choose to or not. We put posters in traveling office
and university, banners and standing banners in events and
will hand out flyers to people when they are at events. Our
print media consist of complete and very useful informa-
tion regarding what we do and other information. By do-
ing so, we can let the people know about our new brand.
187

Intergrated Marketing Communication Plan

189

Intergrated Marketing Communication Plan

 191

On the second years, we will hold up events to make our

company stand out more. We will join an event called
“Jakcloth”. We will open up showrooms, and join fashion
events to help pick out a unique style. Our showroom will
be opened to the people who wants to personally see
our items and garments that they are going to rent, this
way they will know if our quality satisfies them and if our
garments fit them well. We will join public fashion events

Intergrated Marketing Communication Plan

to help promote our brand by placing big banners and
handing out brochures about our company, we will also
have a screen that shows what is inside of our website and
what we offer.
PRE LAUNCHING

Oct Nov Dec

Instagram

Youtube
Ads

Facebook

Website

Flyers

Endorsement
 193
PRE LAUNCHING IMC TIMELINE STATEMENT

Before officially launching our business, we did a start up

IMC for our website and we used social media platforms
such as Instagram and Instagram advertisements in order
to spread the opening news to the public, we also used
Youtube for our video advertisements and to reach a
larger audience. And as for our printed media, we will be
handing out flyers for before we open, in travel agencies
and in universities, to invite potential customers so they
know what to expect before we open and hope they
become our loyal waiting customers when we open. For
the endorsement, Awkarin will be helping us promote our

Intergrated Marketing Communication Plan

brand one month before it launches so that traveler and
fashion enthusiasts who are interested in our items can get
a heads up before our company launches.
YEAR 1

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Instagram

Instagram
Ads

Youtube

Pop Up
Ads 1
Pop Up
Ads 2
Website

Flyers

Facebook

Posters

google
ads
Podcast

Traveloka
Ads
YEAR 1 IMC TIMELINE STATEMENT 195

In the first year, it is really important for our company

to gain as much recognition and customers as possible,
because of this, we will be most active on our very own
social media platforms such as Instagram, Facebook as
well as Youtube to promote our brand Trafa. Pop up
advertisements will also play a big role in promoting Trafa,
since the audience would be forced to see it. We will also
be promoting Trafa in other travel sites such as Traveloka
because many of our target market will most probably
see it and hopefully be interested in our website. And
for our printed media, posters will be pinned on offices

Intergrated Marketing Communication Plan

and Fashion related Universities, flyers will also be hand-
ed out to bypassers in travel agencies and universities
close before we open so they know what to expect close
before we open, it will be filled with information about our
business. As for our podcast, we will be updating informa-
tion regarding fashion monthly in order to keep our loyal
listeners and customers updated.
YEAR 2

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Website

Facebook

Instagram

Standing
Banner
Posters

Flyers

Youtube
Ads
Events

Google
Ads
Podcast

Facebook
Ads
YEAR 2 IMC TIMELINE STATEMENT 197

For our 2nd year, we planned on putting most in our social

media, such as Facebook, Instagram, Youtube and Google
ads. We also planned to put a lot of paper based ads like
posters and standing banners before or during events so
that people could personally check us out. We are going
to put out website up for the whole year round, along
with putting Instagram and Google ads. Our Facebook
ads will be put up for half the year since we target people
who look for fashion and travels. We planned on putting
our ads on Youtube for 3 months only in January, Jun and
November, 1 month before the holidays started. We are

Intergrated Marketing Communication Plan

going to be putting our posters 2 months before events
such as Jakcloth which is usually during June and July,
during the events, we will rent booths and put up standing
banners to help us stand out more, also so that people
could check us out personally. The booths will be opened
for a week so it’s a long time for people to check us out.
We will be there to welcome bypassers to our business
and to fill in any questions and informations needed.
As for our podcast, we will be updating our podcasts
monthly in order to keep in update for our loyal listeners
and customers.
YEAR 3

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Website

Facebook
Ads
Instagram

Posters

Youtube

Google
Ads
Instagram
Ads

Podcast

Traveloka
Ads
YEAR 3 IMC TIMELINE STATEMENT 199

For our 3rd year, we will be putting up our website

throughout the year, 12 months in total since it is our main
area. We will be updating our Facebook and Instagram
posts throughout 12 months so our loyal and coming
customers can keep in touch and update on what we have
in store for them. For our posters, we will be putting them
in January, April, May, October and November through-
out universities and travel agencies. For our Youtube
videos, we will be putting them up during January, May,
June and December before or during the holidays when
people mostly travel. Our ads will appear in Google ads

Intergrated Marketing Communication Plan

during some months such as January, February, May,
June, October and November. We will be putting our ads
in Instagrams will be updated at the same months as our
Google ads. We will still be updating our podcasts during
the whole year.
PRE LAUNCH

ITEMS DETAILS COST (IDR)

300 Flyers, IDR 550,000,000/pack

Flyers quantity: 600 pcs 1,100,000,00

Youtube 1000 views, IDR 1,800,000,00/month

1,800,000,00
Ads duration: 1 month

Domain and hosting, IDR 40,000,00/month

Website duration: 3 months 120,000,00

Endorse On influencers feed, IDR 4,000,000,00/month

4,000,000,00
duration: 1 month

TOTAL IMC COST 7,020,000,00

YEAR 1

201

ITEMS DETAILS COST (IDR)

Instagram IDR 70,050,00 /month

Ads duration: 6 months 423,000,00

Youtube 1000 views, IDR 1,800,000,00/month

Ads duration: 3 months 5,400,000,00

Domain and hosting, IDR 40,000,00/month

Website duration: 12 months 480,000,00

Intergrated Marketing Communication Plan

Online Shop, IDR 1,106,000,00/month
E-Commerce duration: 12 months 13,272,000.00

300 flyers, IDR 550,000,00/pack

Flyers quantity: 300 pcs 550,000,00

1 poster, IDR 7,000,00/pc

Posters quantity: 12 pcs 84,000,00

Google IDR 4,000,000,00/month

duration: 6 months 12,000,000,00
Ads
Traveloka IDR 38,000,000,00
Ads duration: 1 month 38,000,000,00

TOTAL IMC COST 70,209,000.00

YEAR 2

ITEMS DETAILS COST (IDR)

Domain and Hosting, IDR 40,000,00 /month

Website duration: 12 months 480,000,00

Online Shop, IDR 1,106,000,00/month

E-Commerce duration: 12 months 13,272,000.00

Facebook per click, IDR 4,000,00/month

12,000,000,00
Ads duration: 6 months

Standing IDR 90,000,00/piece

Banner quantity: 1 pc 90,000,00

1 poster, IDR 7,000,00/pc

Posters quantity: 10 pcs 70,000,00

300 flyers, IDR 550,000,00/pack

Flyers quantity: 900 pcs 1,650,000.00

Youtube IDR 1,800,000,00/month

duration: 3 months 5,400,00,00
Ads
Event IDR 12,000,000,00/week
Booth duration: 1 week 12,000,000,00

Google IDR 2,000,000,00

duration: 4 months 8,000,000,00
Ads

TOTAL IMC COST 52,962,000.00

YEAR 3

ITEMS DETAILS COST (IDR)

203

Domain and Hosting, IDR 40,000,00 /month

Website duration: 12 months 480,000,00

Online Shop, IDR 1,106,000,00/month

E-Commerce duration: 12 months 13,272,000.00

1 poster, IDR 7,000,00/pc

Posters quantity: 10 pcs
70,000,00

IDR 1,800,000,00/month
Youtube duration: 3 months 5,400,000,00

Intergrated Marketing Communication Plan

Google IDR 2,000,000,00/month
duration: 3 months 6,000,000,00
Ads
Instagram IDR 70,500,00/month
duration: 6 months 430,000,00
Ads
Traveloka IDR 38,000,000,00/month
duration: 1 month 38,000,00,00
Ads

TOTAL IMC COST 63,645,000.00

10
Organization Chart
Hiring Policies
Human Resources Policies
Operating Hours
Location
Payment Method
Order Cancelation
Map
 Joan Putri
CEO & Supervisor

Stephanie Joane Patrick William Priscila Angelina

Designer & Photography Manager Marketing & Finance Logistic Manager

Bonnie Wong Ruben Wirawan

Professional Stylist Logistic
CEO & SUPERVISOR
CEO and Supervisor is the most senior administrative
officer in charge of managing an organization or company.
The one who make major corporate decisions, manage
the company’s overall resources and operations, and
communicate with management team and corporate
operations. The position is also responsible for developing
and managing human resources of the company, be
it recruiting and training employees, organizing work,
schedules, monitoring employees productivity, choose
partnership and providing constructive criticism to
improve work quality. It’s a leadership role, with
accountability for good maintenance of company workflow
and capability of forming relationship with customers and
other partnered company.
LOGISTIC
Our logistic employees focuses on delivery transportation,
employees and services alongside our effectiveness at
work. We will be working alongside Gojek for our main
delivery transportation. The Logistic manager should be
strict and discipline in order to bring out the effectiveness
of the work ethic here in Trafa. They will be focusing on
our garments’ and objects’ well being and cleanliness
due to our teamwork with a laundry company which
will guarantee the items’ the most safe, clean and and also to hire models to try on the outfit combination.
comfortable use.
FINANCE AND MARKETING MANAGER
Finance and marketing manager is one of the most
important role in our company. As most people know
the fashion industry heavily relies on advertising and
207
marketing strategy, its known that advertisement is
the number one reason for the success of the fashion
industry, while managing the marketing is important,
managing the cost and bills for it is even more, thats
where the finance manager comes in. Our company is very
organised in spending our money therefore even a single
dime is important, the finance manager will be the one
who will take care of that which includes either internal
which includes operations such as payroll, invoicing, and
company purchase, or external operations, such as tax
payments, auditing, banking, investment, and etc
Operaring Plan
DESIGN AND PHOTOGRAPHY MANAGER
As a design manager, they will guide the designers in the
right direction. They are responsible for managing the
graphic teams and department, to be artistic, creative and
innovative. As for the photography manager, their duties
and responsibilities is to ensure that the studio is always
clean and presentable when needed, this includes renting
equipment as well. They are also there to maintain the
studio’s schedule, hire additional photographers if needed
They are there to assist the photographer during the
photoshoot such as setting up the lighting and arranging
the props.
• Regular position vacancy announcements will be posted
on Trafa’s website and on other job sites including the
company notice boards.
• Submission of application can be made through any
available contact such as email or our social media. An
applicant should be collected in and bring their CV and
any other required documents stated for interview. Basic
knowledge about fashion are needed and compulsory.
• Part time job requests will be evaluated based on
company staff needs, as and when required.
• Applicants will be evaluated based on an interview and a
demonstrative test based on the situation given during
the interview.
• If hired, employees will have to serve a two-month no
leave trial period before acquiring permanent employee
status or termination according to review. The company
reserves the rights to terminate any staff for undisclosed
reasons as and when it sees.
 209

• SALARY
All employee salaries will be given at the end of month
by cash or bank transfer.
• WORKING HOURS
Main office staff are required to work 7 days a week
from 8am to 9pm (Monday to Sunday) with 2 hours
break. However for the national holidays, we might
change the schedules up a bit.

Operating Plan
• ANNUAL LEAVE
All employees are entitled to 10 days leave after 6
month of working. Leave days, which have not been
used, will be brought over to the next working month.
Only a maximum number of 20 days can be used each
year.
• SICK LEAVE
All employees are granted 10 days of sick leave and hos
pitalization leave will be granted as per the duration
given by the hospital.
• MATERNITY LEAVE
Female employees are entitled to a maximum of 12
weeks of paid leave.
210

Our workers will productively work

throughout the week, from Monday to
Sunday from 8 am to 9 pm including
weekends and holidays. However for the
national holidays, we might change the
schedules up a bit.
Operating Plan

For our booking method, customers will

get to browse items based on the occa-
sions they are going to. Then they can
select the items they want to book or
rent from our website. The item will be
delivered and in a clean ready to used
condition. Customers will need to book the
items at least 2-3 days before they needed
it to avoid waiting lists. If the customer
is still unsure of what to rent, they are
allowed to ask our professional stylists.
We chose the location for our storage is 213
in, Gudang Green Sedayu Bizpark Daan
Mogot, Kalideres Jakarta Barat. The
building measures about 144 m2 x 120 m2.
The rent price is about 110 million per year.
We chose this specific area because it has
the most reasonable price and the place
is also reasonably big and spacious. Our
location will be extremely easy to find, due
to the large gate right outside our place,
so it will bring our customers the utmost
convenience during visits, the outer gate
of our industrial area is completely safe
and guarded by security. Our location will

Operating Plan
also be neatly and well designed for our
customer’s comfort and satisfaction.

We accept credit & debit cards payment

that will be billed per item, we also accept
bank transfer through virtual account.
However, we require a refundable deposit
acts as a security pledge of contract
and may not be refunded in case of any
violations of our terms & conditions. For
our debit card, we accept BCA, Mandiri,
BNI, BRI. For our credit, we accept Visa
and Mastercard.
There will be order cancelation fees for our
customers. They will be charged 50% from
the rental value if they are to cancel their
orders. We only accept cancelation 1 day
prior to our delivery schedules.
215

Operating Plan
2D MAP
217

Operating Plan
219

Operating Plan
221

Operating Plan
Operating Plan

222
11
Capital Investment
Profit and Loss
Sales Forecast
Break Even Graph
Balance Sheet
CAPITAL INVESTMENT STATEMENT

Trafa’s startup sum is at a total of IDR 640.673.704,00

which includes properties, garments, maintenance and the
rest. Since we have 6 employees, out startup cost for their
salaries is IDR 344.500.000,00, with medical insurance in
IDR 960.000,00 and an IDR 50.574.030,00 for our utilities
which sums up our opening sum at IDR 396.034.030,00.
START UP EXPENDITURE COST (IDR)

Building Rent 110,000,000,00

Office Furniture 12,439,000,00

Store Equipment 6,602,000,00

227
Store Furniture 6,439,304,00

Fixture 6,604,000,00

Fit Out 47,789,000,00

Admin Expenses 1,549,900,00

Garments 432,900,500,00

Maintenance 280,000,00

IMC 7,020,000,00

License & Permit 9,000,000,00

Financial Budgeting
TOTAL COST 640,623,704,00

FIRST YEAR OPENING COST COST (IDR)

Utilities 50,574,030.00

Staff Salaries 344,500,000.00

Medical Insurance 960,000.00

TOTAL COST 396,034,030.00

CAPITAL INVESTMENT 1,036,657,734.00

TOTAL CAPITAL INVESTMENT 1,140,323,507.40

REVENUE

We are aiming at renting out 35 garments per day in 90

days for our National Holiday dates (January, July and
December) which means our total for those months is
25 garments x 90 days x 400.000 (our first sale revenue
profit)= IDR 1.260.000.000,00. For our regular days (275
days), we aim to rent about 25 garments per day which
means 25 garments x 275 days x 400.000 (our first sales
revenue profit)= 2.750.000.000. That means in a year, our
total sales revenue is IDR 4.010.000.000,00. Our sales
COST OF GOODS SOLD
revenue rise up 10% each year making our second year
a total of IDR 4.740.000.000,00 and our third year, IDR
We are aiming at renting out 35 garments per day in 90
5.214.000.000,00.
days for our National Holiday dates (January, July and
December) and for our regular days (275 days), we aim
to rent about 25 garments per day. So our cost of goods
for a year starts from ( 35 garments per day x 90 days x
30.000 (Packaging, logistics, laundry and insurance) ) + ( 25
garments per day x 275 normal days x 30.000 (Packaging
, Logistics, laundry and insurance) ) which equals to a total
for our cost of goods at IDR 300.750.000,00 for our first
year. With an increase of 10% each year. Which makes
year 2 a total of IDR 330.825.000,00 and year 3 at IDR
363.907.500,00.
 YEAR 1 YEAR 2 YEAR 3

Sales Revenue 4,010,000,000,00 4,740,000,000.00 5,214,000,000.00

Cost of Goods Sold 300,750,000,00 330,825,000,00 363,907,500,00

TOTAL COST 3,709,250,000,00 4,409,175,000.00 4,850,092,500.00 229

OPEX YEAR 1 YEAR 2 YEAR 3

Building Rent 110,000,000,00 110,000,000,00 110,000,000,00

Equipment 79,873,304,00 4,649,000,00 8,948,000,00

Maintenance 280,000,00 308,000,00 338,800,00

Staff Salaries 344,500,000,00 378,950,000,00 833,690,000,00

Staff Medical Insurance 960,000,00 1,920,000,00 3,840,000,00

Financial Budgeting
IMC 77,229,000.00 52,962,000.00 63,645,000.00

Utilities 50,574,030.00 55,631,433.00 61,194,576.30

Admin Expenses 1,549,900,00 1,704,890,00 1,875,379,00

Garments 612,900,500,00 540,000,000.00 630,000,000.00

Lisence & Permit 9,000,000,00 0,00 0,00

TOTAL OPEX 1,286,866,734.00 1,146,125,323.00 1,713,531,755.30

NET PROFIT/LOSS 2,422,383,266.00 3,263,049,677.00 3,136,560,744.70

Goverment Tax 200,500,000.00 237,000,000.00 521,400,000.00

NET AFTER TAX 2,221,883,266.00 3,026,049,677.00 2,615,160,744.70

 YEAR 1 YEAR 2 YEAR 3

Sales Turnover 4,010,000,000,00 4,740,000,000.00 5,214,000,000.00

Total OPEX 1,286,866,734.00 1,146,125,323.00 1,713,531,755.30

Net Profit after Tax 2,221,883,266.00 3,026,049,677.00 2,615,160,744.70

ROI 173% 264% 153%

 231

500,0000

400,0000

300,0000

200,0000

Financial Budgeting
100,0000

$0
0 5465 6937 7464 8933 9468 10937 11466 12821

YEAR 1
USD 1 = IDR14,000

Average Retail Price $ 34,28

Variable Cost $ 16,14
Total OPEX $ 90,633
Product Unit 7.464
BEP in Sales $ 213,257
Time 10 months
 500,0000

400,0000

300,0000

200,0000 Balance Sheet

100,0000

$0
0 5000 6000 7000 8000 9000 10000 11000 12000

YEAR 2
USD 1 = IDR14,000

Average Retail Price $ 28,57

Variable Cost $ 16,42
Total OPEX $ 81,866
Product Unit 6.359
BEP in Sales $ 192,617
Time 7 months
 233

500,0000

400,0000

300,0000

200,0000

Financial Budgeting
100,0000

$0
0 3415 4359 5618 6756 7569 8121 9550 10564

YEAR 3
USD 1 = IDR14,000

Average Retail Price $ 41,14

Variable Cost $ 23,65
Total OPEX $ 122,395
Product Unit 5.830
BEP in Sales $ 288,000
Time 9 months
ASSETS COST (IDR)

Cash 396,034,030.00

Garments 432,900,500,00

SUBTOTAL 828,934,530.00

LONG TERM ASSETS COST (IDR)

Office Furniture 12,439,000,00

Store Furniture 6,439,304,00

Store Equipment 6,602,000,00

Fixture 6,604,000,00

Fit Out 47,789,000,00

SUBTOTAL 79,873,304,00

Less Accumulated Depriciation 15,974,660,80

SUBTOTAL 63,898,643,20

TOTAL ASSETS 892,833,173,20

235

Financial Budgeting
12
Objective
Scope
Plan
 239

Trafa’s objective as a fashion industry is to be able to

support and solve many travellers problems such as not
being able to come up with many varieties of outfits,
not having enough space in their wardrobe, not being
able to afford some branded garments and lastly not
having the time and energy to wash their own clothes. We
want to be different from other renting businesses, we

Contigancy Plan
provide specific garments depending on our customer’s
travelling needs.
A contingency plan is a plan devised for
an outcome other than in the usual plan.
It is often used for risk management for
an exceptional risk that, though unlikely,
would have catastrophic consequences.
Contingency plans are often devised by
governments or businesses.

These are the list of problem that Trafa might face in pro-
viding services to customers:

• Time of arrival that heavily depends on traffic conditions

• If our products are stolen/ not returned
• Some garments are less durable than others so it needs
to be handled with care.
• If our product is damaged
• Trends keep changing
 241

This is how we are planning to solve those problems:

• By canceling unsuccessful orders and providing refunds.

• If a customer decided not to return our product(s), we
will first of all try to contact them, if we still don’t get a
response, we will be contacting our insurance partner
for theft.
• By working together with a laundry business that has
experience in handling garments with care.
• We are powered by our partner, Arthagraha General

Contigancy Plan
insurance to provide you a worry-free rental experience.
We will be covering damages which includes those that
are irreparable, as well as the loss of item due to an
unfortunate event such as theft and fire. Do note how
ever, that you might get charged for loss of item due to
misplacement.
• We will conduct a survey and check monthly to know
what our customers want.
13
Milestone
Future Plans
 1
Jan 2020
Trafa’s Grand Opening.

2
Okt 2020
First Break Even. 3
Jun-Jul 2021
Event at Jakcloth.
245

Business Roadmap
Business Roadmap
YEAR 1

• Planning of Company, budgeting planning, Showroom

structure
• Showroom grand opening
• Launching website
• Implanting Advertisements in social media, websites,
printed advertisements
• Listing products and garments from the supplier
themselves.
• Collaboration with experienced laundry service, logistic
and insurance company.
• Break even on September

YEAR 2

• IMC planning for the next 3 years

• More services and collaboration with branded designers
• Updated services, collaborating with other companies
such as repairs and logistics
• More travel bag variety
• Joining Jakcloth event
YEAR 3 247

• Studio services and upgrade

• Updated garments variety
• Hiring more people for the logistic, marketing and de
sign team
• Start inviting well known stylist or fashion influencer for
our podcast

Business Roadmap
YEAR 4

• Joining a fashion event called “Jakarta Fashion Week”

• Hire more stylists
• Workspace reward for the employees
• Upgrade garment variety
Designed by Joan Putri at Raffles College

© Joan Putri 2019

All right reserved

No part of this publication may be reproduced or transmitted in any form

or by any means, or stored in any retrieval system of any nature without
prior written permission of the copyright holder, except for permitted fair
dealing under the Copyright Designs and Patents Act 1988 or in accord-
ance with the terms of a lisence issued by the Copyright Licensing Agency
in respect of photocopying and/or reprographic reproduction.

PrInted and bound in Indonesia.

Module 6 - DM

Joan Putri
Stephanie Joane
Priscila Angelina
Patrick William