Widy Wibowo July 7, 2021

HUSTLER
101
What you need to
know about hustling
when just starting to
build new business

For GPTP XIII

 What do you think
about being a hustler?

A good hustler is someone who can

create high value using his product for
both customer and the investor
Not all value is directly measured by money (though at the
end your boss will still ask about the financial impact…)
Creating value from Telkom Group collaboration is highly
preffered by stakeholders!
Market analysis,
competition &
sales forecast
50 mins
Define your customer
segment
1 Remember! You need to start from a
niche market. Make it very niche!

Prioritise your segment & identify

2 your beachhead segment
How big is your
market?
1 From your niche customer segment, find
out the numbers of your customers.

Benchmark other important figures

2 in the market e.g., CAGR, total
market value, EBIT, EBITDA etc
Who is my
competitors?
1 There’s nothing new under the sun.
Knowing your competitors well will help
you surviving red ocean market

Analyse your industry well to know

2 the downside and upside of your
market
Example: Swapfiets Supplier Power (LOW)
• manufacturer for
different types of bikes,
moped, e-scooter
• mechanics companies
• insurance companies
• green energy companies

Threat of Entry (LOW) Industry Rivalry Substititute

• easy to enter MaaS (HIGH) Competition
industry since it’s (HIGH)
considered new • lots of new players
• better policy support in • high service • public transportation :
micromobility across differentiation across busses, trains, taxis
cities (i.e.bicycle lanes) product & business • Ride sharing services
• some capital costs model • Owning a car, bicycle,
required • easy exit barriers due motorcycle
• bicycle / moped / to small amount of • Walking or running
e-scooters fixed asssets
• insurance
• repairment

Buyer Power (HIGH)

• risk of infection has
become the top concern
Swapfiets is a startup based on NL who • somewhat price sensitive
• convenience over price
offers subscription service for bike riding. • low switching cost
• so many options to pick
Swapfiets now available in 50 cities
across 7 countries in europe
Mapping the
competitors
 Competitive 1
Label each circle with

landscape
the brands you're
Higher comparing.
Criteria A

Your Competitor A
Brand

Competitor B Competitor C

Drag each circle into the

2
grid, estimating where
Lower Higher
Criteria B they rank based on
Criteria B
Criteria A and Criteria B.

Lower
Criteria A
Competitive 1
Label each circle with

landscape
the brands you're
Higher comparing.
Customer
Experience
Your Competitor A
Brand

Competitor B Competitor C

Drag each circle into the

2
grid, estimating where
Lower Higher
Price they rank based on
Price
Criteria A and Criteria B.

Lower
Customer
Experience
or if you wanna be extra then use

Strategy canvas
Strategy Canvas
5

0
Bike sharing service Travel distance Cost in owning bike Bike varieties Flat-rate subscription Inclusive service
(insurance)

Swapfiets Nextbike Lime Ride Mobike Vanmoof

so you want to talk about
Forecasting the Sales
What’s the important element in sales forecasting?

1. Start 2. Identify
from your the cost
selling of sales
price (COGS)
so you want to talk about
Forecasting the Sales
What’s the important element in sales forecasting?

3. Put your
sales
assumption

4. Produce a
graph for
sales trends
vs gross
profit
3 types of financial statement
Part A: Profit & Loss
Important ratio to notice

Gross Margin Percentage

5 Levels of Profit
= 110.3 = 45%
LEVEL 1
245

LEVEL 2
EBITDA Margin Percentage
LEVEL 3
= 71.1 = 29%
245
LEVEL 4

LEVEL 5
3 types of financial statement
Part B: Cash Flow
Why we need to monitor our cash flow?
Because out of cash can send you out of
business! You need to understand the
patern of money in and money out
respectively
Flow from day to day trading (e.g. payment
from customer, payment to supplier,
customer tax etc)
Cash flowing in & out as the result of the
purchase and sale of long term asset (e.g.
machinery, property)
Cash flowing in & out as the result of
financing initiatives (e.g. money in from
debts, issuing new shares, getting new
funding money out from paying debts or
dividen)
3 types of financial statement
Part C: Balance Sheet

Balance Sheet Equation:

Asset – Liabilities = Equity

Asset = Liabilities + Equity

Financial forecasting
You can do a year (short term) up to 5 year (long term)
forecasting depending to the investor you’re speaking to

1. Start 2. Prepare 3. Create

from your the sales Profit & Loss
pricing forecast as from the
model assumption assumption

4. Create 5. Create
Cash flow Balance Let’s practice!
from PNL sheet
output forecast
Thank you!
Have a great day ahead.