BUSINESS PLAN

Created By: Thiara Santa (Theo)

Who We Are?
Departing from the success story of Sour Sally, Gulu Gulu & Fika Coffee, Sour Sally Group this
year (2020) again presents a new business concert with a market that has enormous potential
and is not only a momentary trend, but has become the daily culture of Indonesians, namely
MODERN WARTEG. WOWTEG! became the first standardized warteg in terms of taste, food
processing and controlled presentation. “Warteg” with Hygienic food with Central Kitchen that
has been certified HACCP (Hazard Analysis Critical Control Point).

What We Sale?
New Launching Product (Ready to Eat- RTE) for example:
1. Nasi Kebuli Arab

2. Muttabaq (Martabak Arab)

Who We Serve?
Our customers are primarily omnichannel segmented such as modern market, wet market, HORECA
Channel, marketplace, and direct selling from our outlet existing.
Our Unique Value Proposition?
Is innovative in the following ways:

1. Taste and Quality – specific taste: Natural ingredients are added inside of products. Addition
food of artificial additives has adjusted by the provisions of BPOM.
2. Competitive Price – price is one of success key for new comers’ product. We believe set the
right of price positioning will provide opportunities for fierce competition with many
competitors available. Lower price 5% than the top brand, will have an opportunity to win the
competition.
3. Promotion – with bundling promo buy 1 get 3, or also buy more quantity have more discount
for the beginning step has good chance. Gift With Purchase (GWP) for retail market such as if
customer purchase 100K, customer will get goodie bag. Trade Promo Annually Program get 2%
incentive. Purchase With Purchase (PWP). Special price for additional season. Exhibition,
Cooking demo, and also endorse with public figure. Special coupon discount for being member
of social media PWM and etc.

Marketing Strategy?

Competitors?
Our closest competition such as traditional warteg and modern restaurant who also have menu
existing like us. Although they offer similar like us, but their market was grab with Wowteg because
of specific segmentation, targeting and positioning.
FINANCIAL STATMENT?

PROFIT / LOSS STATEMENT

TOTAL REVENUE JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY
KEBULI 160.000 176.000 193.600 219.542 230.520 242.045 284.000 325.309 351.334 386.467 421.249 463.374
MUTTABAQ 385.000 423.500 465.850 525.987 552.286 579.901 677.727 790.682 853.937 939.330 1.023.870 1.126.257
NETT SALES 545.000 599.500 659.450 745.529 782.806 821.946 961.727 1.115.991 1.205.270 1.325.797 1.445.119 1.589.631

COGS 381.500 419.650 461.615 506.960 532.308 558.923 692.444 803.514 831.637 914.800 1.011.583 1.112.742
GROSS PROFIT 163.500 179.850 197.835 238.569 250.498 263.023 269.284 312.478 373.634 410.997 433.536 476.889
SELLING & MARKETING EXPENSES 76.300 83.930 92.323 104.374 109.593 115.072 134.642 156.239 168.738 185.612 202.317 222.548
Marketing activities 32.591 35.850 39.435 44.583 46.812 49.152 57.511 66.736 72.075 79.283 86.418 95.060
SEO & SEM 14.715 16.187 17.805 20.129 21.136 22.193 25.967 30.132 32.542 35.797 39.018 42.920
Social Media Activities 7.194 7.913 8.705 9.841 10.333 10.850 12.695 14.731 15.910 17.501 19.076 20.983
E-Commerce Activities 12.263 13.489 14.838 16.774 17.613 18.494 21.639 25.110 27.119 29.830 32.515 35.767
Exhibition & Event 9.538 10.491 11.540 13.047 13.699 14.384 16.830 19.530 21.092 23.201 25.290 27.819
GENERAL & ADMINISTRATIVE EXPENSES 40.003 44.003 48.404 54.722 57.458 60.331 70.591 81.914 88.467 97.314 106.072 116.679
Payroll + THR 16.350 17.985 19.784 22.366 23.484 24.658 28.852 33.480 36.158 39.774 43.354 47.689
Operational 4.851 5.336 5.869 6.635 6.967 7.315 8.559 9.932 10.727 11.800 12.862 14.148
Shipping 4.142 4.556 5.012 5.666 5.949 6.247 7.309 8.482 9.160 10.076 10.983 12.081
Back Office 2.616 2.878 3.165 3.579 3.757 3.945 4.616 5.357 5.785 6.364 6.937 7.630
Legal Admin 5.450 5.995 6.595 7.455 7.828 8.219 9.617 11.160 12.053 13.258 14.451 15.896
Others 6.595 7.254 7.979 9.021 9.472 9.946 11.637 13.503 14.584 16.042 17.486 19.235

PROFIT BEFORE INCOME TAX 47.197 51.917 57.108 79.473 83.447 87.619 64.051 74.325 116.429 128.072 125.147 137.662
TAX 11.799 12.979 14.277 19.868 20.862 21.905 16.013 18.581 29.107 32.018 31.287 34.416
PROFIT AFTER TAX 35.398 38.938 42.831 59.605 62.585 65.715 48.038 55.744 87.322 96.054 93.860 103.247