PT HAJMA ARUNA JAVA

BUSINESS
INVESTMENT
PROPOSAL
TABEL OF
CONTENTS 02

EXECUTIVE SUMMARY 04

PROJECT INFORMATION 04

SCHEME 05

MECHANISM 05

COMPANY OVERVIEW 06

VISION AND MISSION 07

BUSINESS LICENSES 08

MAIN PRODUCT 09

INFRASTRUCTURE & PRODUCTION CAPACITY 09

MARKET SEGMENT 10

COCONUT CHARCOAL BRIQUETTES 11

PROMISING EXPORT COMMODITY 12

INDONESIA EXPORT MARKET VALUE 14

MARKET SEGMENTATION 15

TARGET MARKET 15
TABEL OF
CONTENTS 03

BUSINESS PLAN 16

BUSINESS SCALE UP 16

PROFIT AND LOSS RESUME (2021 - 2022) 17

PROFIT AND LOSS WITH CAPITAL INJECTION 18

MARKETING STRATEGY 19

CONCLUSION 21

LIST OF FIGURE
FIGURE 1. COCONUT CHARCOAL BRIQUETTES 09

FIGURE 2. COCONUT SHELL (RAW MATERIAL) 11

LIST OF TABLES
TABLE 1. PT HAJ EXPORT DEMAND 16

TABLE 2. PROFIT AND LOSS RESUME (2021 - 2022) 17

TABLE 3. OPERATIONAL PROFIT PROJECTION 18

EXECUTIVE
SUMMARY 04

Project Information

Company : PT. HAJMA ARUNA JAVA

Director : Irma Setyawati, SE

Factory Address : Jl. Keputren RT. 01 Kelurahan Pleret,

Bantul – Yogyakarta

Warehouse Address : Jl. Imogiri Barat KM 10 Nogosari

Sumberagung, Jetis. Bantul -Yogyakarta

Business Type : Charcoal briquettemanufacturer &

exporter

Investment Value : Rp 15.000.000.000,-

Profit Sharing : Rp. 200.000.000,- monthly

Investment Duration : 5 years

EXECUTIVE
SUMMARY 05

Scheme
PT. Hajma Aruna Java (PT. HAJ) offers a business opportunity for the
owners of passive capital(from now on referred to as the partner) to
undertake an investment in the development of enterprises in the
field of coconut processing industry into charcoal briquettes worth
IDR 15,000,000,000 (fifteen billion rupiahs). The partner will receive
profit sharing of IDR 250,000,000.00 (two hundred fifty million
rupiahs)per month during the investmentperiod.

Mechanism
The investment mechanism is accomplished in the
followingstages:
Business investment proposal agreedjointly between the
management of PT. HAJ and partner.
PT. HAJ and the partner bind themselves in an investment
contract with the notary designated.
As a financing investment, the partner will hand over money
amountingto IDR 15,000,000,000 (fifteen billionrupiahs).
An investment fund will be used to expand the PT.HAJ business
in the processing of charcoal briquettes and its international
market.
COMPANY
OVERVIEW 06

PT. Hajma Aruna Java (PT. HAJ), whichhas existed since 2017, is a
manufacturer and exporter of charcoal briquettes based in Bantul,
Yogyakarta - Indonesia.
PT. HAJ has a production capacity of 8 tons of charcoal briquettes
daily and is entirely exportedto the United States,
Europeancountries, and the Middle East.
COMPANY
OVERVIEW 07

Vision
Our vision is to becomea trusted and prominent world-class
manufacturer and
exporter of charcoal briquettes.

Mision
Conducting businessin coconut charcoalbriquettes with inter
national market targets.
Create quality, guaranteed products to ensurecustomer
satisfaction and establish sustainedpartnerships
Ensure the availability and optimum utilization of assets and
the development of supporting infrastructure relevant to
effectiveinvestment.
Improve human resources performance productivity,
agility,and quality by developing staff capacity and
competence.
Build a strongbusiness network nationwide by using
technology systems to supportefficient and
innovativebusiness processes.
COMPANY
OVERVIEW 08

Business Licenses
Notary Deed of the Company Establishment No. 1, May 2nd
2017, Notaris Dyah Maryulina Budi Mumpuni,S.H.
Articles of Incorporation No. 9, February 14th 2019,Notaris
Yogi Sugiarto
Business Identification Number9120208332189
Tax Identification Number81.923.605.0-543.000
COMPANY
OVERVIEW 09

Main Product
Coconut Charcoal Briquette

Figure 1 Coconut Charcoal Briquettes – PT. Hajma Aruna Java

Infrastructure & Production Capacity

Factory : 2.050 m2
Warehouse : 1.100 m2
Workers : 140
Production Capacity : 208 ton monthly, 8 ton daily (26
working days)
COMPANY
OVERVIEW 10

Market Segment

Lebanon Jordania
UAE Turkey
Iraq South Africa
Germany United States of America
Spain Egypt
Kuwait Brazil
COCONUT
CHARCOAL 11
BRIQUETTES
Coconut charcoal briquettes are a derivative of coconut
commodities with excellent business prospects for domestic and
international markets.Not only for food and beverage purposes but
also used by the pharmaceutical industry to extract its active
carbon.
Coconut charcoal briquettes are blocks of flammable activated
carbon made from old coconut shells. These blocks are compacted
or pressed and contain combustible materials such as rice chaff,
sawdust, and other leftoverplants. Coconut shell charcoal
briquetteis a 100% natural productused for cooking since ancient
times. They used coconutshells to make charcoal, resulting in slow-
burning, longer-lasting, and hotter flames than regular wood
charcoal. Coconut briquettes made from organic materials can
produce long-lasting and higher heat, ideal for cookingor grilling.

Oneof the major benefits of

coconut charcoalbriquettes is
that they are made from a
waste product, makingthem
an environmentally friendly
option.They also have a higher
calorific value than traditional
charcoal, which means they
burn hotter and longer.
Additionally, they produce less
ash and have less of an impact
on air quality.

Figure 2 Coconut Shells

(Raw Material)
COCONUT
CHARCOAL 12
BRIQUETTES
Promising Export Commodity
Coconut charcoal briquettes have a wide range of potential export
markets. They are particularly popularin developed countries, where
consumers are becoming more environmentally consciousand
willing to pay a premium for sustainable products. They are also
popular in the Middle East, where they are used for traditional
shisha smoking. Other potential export markets include Asia and
Europe, where they are increasingly being used for grilling and
barbecuing.
The coconut charcoal briquettes industry is still in its infancy and
has a huge potential for growth.The demand for sustainable and
eco-friendly productsis increasing globally,and with the right
marketingand distribution strategies, coconut charcoal briquettes
could become a major player in the charcoal market.
Indonesia's largest coconut charcoal briquettes export markets are
the United States and European countrieslike Germany,
Britain,Austria, France, and Lebanon. Then, some Asian countries
like China, Japan,Korea, and the Middle East

Indonesian coconut charcoal briquettes are in great demand in the

international market; one of the factors is the quality of Indonesian
briquettes, ratedto have the best quality compared to other
countries. A study by the Thai Institute of Technology & Science
2015 showed that coconut coal from Indonesia has a calorie content
of 6,700-7100 kcal/kg, much higher than the international calorie
standard of 4,830 kcal /kg. This is due to the geographical location
of Indonesia, which is in the tropics and has fertile soil.
COCONUT
CHARCOAL 13
BRIQUETTES
Moreover, Indonesian coconut charcoal briquettes have their
manufacturer standards. The standards used are high carbon
percentage (up to 85%),low humidity (below 12%), and low ash
content (3% – 7%). So, no wonder Indonesia can produce the world’s
best briquettes that dominate the international market.
 COCONUT
CHARCOAL 14
BRIQUETTES
Indonesia Export Market Value

5.000
INDONESIA EXPORT MARKET VALUE (US$Million)
4.930
4.435
4.000
3.831 3.789

3.000

2.000

1.000

0
2018 2019 2020 2021

Briquette exports from Indonesia have fallen in 2020 by 4.73%

compared to 2019, which is affected by restrictions on export-import
activities in almost the world due to the COVID-19 pandemic.
COCONUT
CHARCOAL 15
BRIQUETTES
Market Segmentation
Market segmentation is an extension of market research that
seeks to identify targeted groups of consumers to tailor
products and branding in a way that is attractive to the group.
Our objective of market segmentation is to minimize risk by
determining which products have the best chances of gaining
a share of a target market and determining the best way to
deliver the products to the market. This allows the company to
increase its overall efficiency by focusing limited resources on
efforts that produce the best return on investment (ROI). Our
segment is all international buyers who want to import
coconut charcoal briquettes from Indonesia.

Target Market
Market targeting is the process of selecting one or more
market segments to enter. It is our marketing strategy that
evaluates the attractiveness and profitability of different groups
of consumers.
Our primary target market is importers from the United States,
Europe, the Middle East, and Asia.
BUSINESS
PLAN 16

Business Scale Up
The additional capital of IDR 15,000,000,000 will be allocated to
business scale- up, increasing the production capacity from 8
tons per day to 16 tons a day. We need to do it to meet the
rising additional demand for exports as follows:

Table 1 PT. HAJ Export Demand

BUSINESS
PLAN 17

Profit & Loss Resume (2021 - 2022)

Table 2 Profit and Loss Resume 2021 & 2022

BUSINESS
PLAN 18
Profit and Loss Projection with
Capital Injection

Table 3 Operational Profit Projection

Assumption:
1. Working Days : 30 days
2. Exchange Rate : IDR 14.500,-/USD$
MARKETING 19
STRATEGY
Marketing strategy is a fundamental "tool" planned and used by
PT. Hajma Aruna Java to set a goal by developing a competitive
advantage to compete internationally.

The strategy used by PT. HAJ is as follows:

Targeting
PT. HAJ actively mapping potential customers in priority
areas that have been targeted. It's helpful to increase the
chances of gaining new customers in the export country

Branding
Continuously develops a systematic plan and
implements it to build the best brand and reputation.
Benefits to be achieved are :
Being distinguishing with the brand from the
competitor.
Build a strong emotional relationship with the
customer.
Build and developing brand equity that gives the
target market more attention than the competitors'
products, so the chance of a sale-buy transaction will
be increase.
MARKETING
STRATEGY 20
Promotion
Promotion strategy is a comprehensive integrated plan
to maximize the company's advantage and other tactics
to ensure the promotion, which means communication
about the briquette product to be marketed by PT. HAJ
can run well under the set targets.

Planning Consistently
PT. HAJ consistently executes strategic planning to
decide the estimated allocation of resources for
marketing programmes to be carried out both in the
short, medium and long term.

CRM
PT. HAJ has a business strategy that integrates human
processes and the use of technology efficiently and
effectively aimed at improving sales prospects,
converting them into customers, retaining customers
and creating customer loyalty.

Mobile Marketing
PT.HAJ carries out a multi-channel digital marketing
strategy to reach target consumers and communicate
digitally actively so that communication barriers can be
optimally mitigated.
 21
CONCLUSION
This is the proposal we have prepared to be considered by all
relevant parties. The realization of business development in the
briquette industry and exporter undertaken by PT. Hajma Aruna
Java will serve as a strong foundation for the benefit and continuity
of cooperation in building our beloved nation.

We would like to express our gratitude to the Almighty God for all
His blessings and grace, which enabled us to complete this
business cooperation proposal.

Bantul, July 5, 2023

Irma Setyawati, S.E.

Director
 PT HAJMA ARUNA JAVA

THANK
YOU