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FINAL REPORT

EXECUTIVE SUMMARY
Formed in August 21st 2015, Molka Company has managed to uproot its business in fashion industry.
After only 3.5 months, Molka Company launched its products named KLACH which is wooden clutches
combined with other materials. Not until 3 months later, Molka launched its third product called Folks
which is a bucket bag. Molka Company has a mission to rise or to appear as star. That mission literally
reflects on our day to day activity since we always struggled in the beginning but turned out achieving our
goal in the end. Even though there are ups and downs and evaluation for post-IBE, we believe that we
have outdone ourselves to do the best for the company.

We have two kinds of target market in the beginning which are female young adults and adults that have
enthusiasm in fashion, but in the end we are able to reach even wider target market with more specific
criteria such as socialite, fashion enthusiast, care about appearance, no brand loyalty, interested with
local product, social media active user, experimental, trend setter, and urban lifestyle.

Our products as planned in the beginning consist of two kinds of wooden clutches and a bucket bag. Our
plan was to make cross body bag in the beginning, but after some research, we decided to produce bucket
bag instead. The wooden clutches are perfect for special moments and events because it completes
someones look and the bucket bags are perfect for daily activities since it is very spacious and perfect to
accommodate daily belongings.

We develop our marketing strategy based on the channel phase that we have built in the beginning, but
we also tried some variations for each channel. The marketing strategies that we have done are social
media, brand ambassador, endorsement, media review, brand collaboration, event, giveaway, voucher
discount, campaign, personal selling, consignment, direct selling, and word of mouth. Based on the
experience weve had so far, the most effective marketing strategy is joining well-known events and the
least effective strategy is website.

Human Resource Department also holds an important part in the company. After all the hard work that
we have done, we deserved some treatments and appreciation that are managed by HR division. Some of
the programs concluded are birthday celebrations, employee of the months, companys outing, etc.

Our sales in total have exceeded optimistic projection (400 pcs) which is 403 pcs. Sales of Authentic is
85pcs (exceeded optimistic), Urban is 135pcs (most likely), and Folks is 183pcs (exceeded optimistic). From
all sales that weve made, we managed to generate the revenue of Rp179.145.000 and the profit of
Rp30.772.000. The revenue exceeded our most likely target but the net profit didnt. This is because we
didnt calculate promo expense in the beginning but it turned out that we needed more than Rp7.000.000
for promo expense.

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TABLE OF CONTENTS
EXECUTIVE SUMMARY ........................................................................................... 1
TABLE OF CONTENTS ............................................................................................. 2
OPERATION REVIEW .............................................................................................. 3
PRODUCT DESCRIPTION .................................................................................................................... 3
PRODUCTION FLOWCHART & PROCESS............................................................................................ 5
COGS ................................................................................................................................................. 6
PRODUCTION TARGET & ACTUAL ..................................................................................................... 7
CONCLUSION ..................................................................................................................................... 8

MARKETING REVIEW.............................................................................................. 9
TARGET MARKET & POSITIONING..................................................................................................... 9
SALES STRATEGY & RESULT ............................................................................................................. 10
MARKETING STRATEGY & ACTIVITIES ............................................................................................. 12
CUSTOMER CLASSIFICATION ........................................................................................................... 27
CONCLUSION ................................................................................................................................... 29

FINANCE REVIEW ................................................................................................. 30


FINANCE WORKFLOW ..................................................................................................................... 30
FINANCIAL ANALYSIS ....................................................................................................................... 31
FINANCIAL STATEMENT .................................................................................................................. 33
RATIO ANALYSIS .............................................................................................................................. 34
CONCLUSION ................................................................................................................................... 35

HUMAN RESOURCE REVIEW ................................................................................ 36


ORGANIZATION STRUCTURE ........................................................................................................... 36
HUMAN RESOURCE PROGRAM IMPLEMENTATION ....................................................................... 36
CONCLUSION ................................................................................................................................... 40

BUSINESS VALUATION & EXIT PLAN ..................................................................... 41


BUSINESS VALUATION..................................................................................................................... 41
EXIT STRATEGY ................................................................................................................................ 42

APPENDIX ............................................................................................................ 44
PRODUCTION TIMELINE .................................................................................................................. 45
OPERATION STRATEGY .................................................................................................................... 47
INVENTORY SYSTEM........................................................................................................................ 48
PERSONAL SELLING RESULT ............................................................................................................ 50
MARKETING ACHIEVEMENTS .......................................................................................................... 51
BUSINESS VALUATION (PROFORMA) .............................................................................................. 56

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OPERATION REVIEW
PRODUCT DESCRIPTION
PRODUCT DESCRIPTION
Rising as hidden legacy, KLACH has brought to you a wonderful woodcraft product to fill in your best
moment in life. It is not about something you want, but it is about something to fill in your lifestyle. An
elegant, practical, and chic clutch and bucket bag are perfectly designed to you, our beloved people.
KLACH is more than a clutch or bucket bag, it defines who you really are.

KLACH Authentic

KLACH Authentic has the combination of wood and clamshell. The wood itself is the combination of
Germany pine wood and sonokeling wood which has the ultimate quality. The clamshell is originally come
from Lombok. It has the uniqueness on its color that can change depends on the angle of eyesight and the
brightness of light around it.

SIZE COLOUR
20.5cm x 10.5cm x 6cm Natural and White
117cm gold chain

Tampak belakang Authentic Mata Tujuh Tampak depan Authentic Mata Tujuh White
Tampak depan Authentic Mata Tujuh Natural
Natural

KLACH Urban

KLACH Urban is made based on the combination of wood and designed acrylic. We have three kinds of
motives which are Ivy, Daisy, and Lea. Each of those has their own variety of colors. KLACH offers the
variety to adjust the personality of the customers so that they could feel confident wearing something
they absolutely love.

SIZE COLOUR
18cm x 12cm x 6cm Black, Pink, Wine, and Green
117cm gold chain

Figure 1. Daisy Shocking Pink Figure 2. Daisy Tosca Teal Figure3. Daisy Black

Figure 4. Ivy Shocking Pink Figure5. Ivy Black

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Figure 6. Lea Shocking Pink Figure 7. Lea Tosca Teal Figure 8. Lea Black

KLACH Folks

Bucket bag which is made of premium synthetic leather with iconic wooden strap as an accent to which
could make your look trendy. Folks is very spacious to bring your daily stuff, even for books and 11-inch
laptop. The strap is so strong and it makes your belongings feel lighter that it looks. There is a pocket
inside to put your keys or cash to make it even more practical.

SIZE COLOUR
11.5cm (diameter) x 41cm (height) Black, White and Brown

PRODUCT MANUFACTURING PROCESS


In this industrialized world, people always look out for branded products. Apart from this, some people
also buy quality hand made products called Handicrafts because they appreciate the process in the
making. So, why we chose the Handicraft process to make our products? Products made by hand has its
own advantages. It causes the product to be limited in market. The creativity and skills are the values of
each product. We also use a model prism that is the current trend based on marketing research. We see
that the combination of both have even more value in the market.

*) Production timeline can be seen in Appendix

PRODUCT IMPROVEMENT
For Authentic series, the improvement that weve made is that we created a new version of Authentic
which is the white one and it wasnt planned before. There isnt any product improvement that we have
done for Urban but we changed the way of shipping. Usually we just shipped it wth the packaging, but
since some of the products are broken on the way of delivery, we created insurance program to make
sure that the product was saved during delivery. For folks, in the beginning we tried to make crossbody
bag, but our research came with the result of bucket bag because the limitation of price and material. The
improvement that weve made was the variation of colors, white and brown.

PROBLEM AND CHALLENGE


1. Authentic
Making design requires a lot of time. It causes the merge process of wood with prism design
becomes difficult. Sticking the shells on the wooden surface to add aesthetic value led to the
longer-making process. Vendors are also not able to meet the manufacture of Clutch because
its design is difficult. They assume if the prism-shaped design is very difficult to be formed

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using the timber. If it could, it would require a high accuracy. Locations were where we get
the mussels very much. Its location is in Lombok. So communication and oversight of the work
is difficult. It made us have to coordinate intensely to ensure the process of making clutch is
in control.

2. Urban
We had difficulty in applying the unique brush stroke on wood. We werent really sure where
to apply the design that could make the design look appealing. We finally use acrylic in the
manufacturing process to make it look shiny. However, the problem that arises is how to keep
the acrylic surface from being scratched.

The next challenge is the use of chains and magnets. Sometimes we have to do a quality
control process with caution. Some of the events of consumer complaints as a broken chain
and magnet lose strength so that it does not stick.

The next major issue as complex problem and we could not avoid it because we use wood
materials Pine Wood is often the wood surface uneven and their 'circle of wood' showed up
which isnt a good-looking view.

3. Folks
We used a sewing machine to make Folks, even though almost all the processes to make our
products are made by hand. It still requires very high accuracy and neatness. The obstacles
in the process of making 'Folks' is in the process of sewing because of many orders to fulfill,
we have to do a pre-order system. Suturing process takes a long time because we concerned
the neatness of the stitches. We are always committed to maintaining the quality of stitching
to be tidy and not disabled. So it is consequential to the length of time of the manufacturing
process. However, it did not become a big problem we have.

PRODUCTION FLOWCHART & PROCESS


AUTHENTIC

Raw Brass Woodcraft


Materials Vendor Vendor

Sewing Woodcraft Shell


Vendor Vendor Vendor

Assembling Selling
& Inventory

URBAN

Raw Brass Woodcraft


Materials Vendor Vendor

Sewing Woodcraft Acrylic


Vendor Vendor Vendor

Assembling & Selling


Inventory

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FOLKS

Materials Sewing Woodcraft


(Leather) Vendor Vendor

Assembling Sewing Woodcraft


& Inventory Process Process

Selling
-

COGS
AUTHENTIC
Materials Price (Target) Price (Actual)
Woodcraft and materials Rp200,000 Rp200,000
Chain+hook Rp20,000 Rp22,500
Furing Rp9,000 Rp14,500
Sewing service Rp25,000 Rp35,000
Logo Rp10,000 Rp10,000
Zipper Rp1,000 Rp1,000
Lock Rp5,000 Rp4,000
Visual Rp50,000 Rp75,000
Total Rp320,000 Rp362,000

URBAN
Materials Price (Target) Price (Actual)
Woodcraft and materials Rp100,000 Rp111,000
Chain+hook Rp20,000 Rp21,500
Furing Rp9,000 Rp14,500
Sewing service Rp25,000 Rp35,000
Logo Rp10,000 Rp10,000
zipper Rp1,000 Rp1,000
Lock Rp5,000 Rp4,000
Visual Rp50,000 Rp19,000
Total Rp220,000 Rp216,000

FOLKS
Materials Price (Target) Price (Actual)
Leather Rp120,000 Rp39,000
Sewing Service Rp50,000
Wood Rp10,000 Rp30,000
Logo Rp10,000 Rp10,000
Total Rp140,000 Rp 129,000

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PRODUCTION TARGET & ACTUAL
PRODUCTION PLANNED
Firstly, based on business plan we planned to make Authentic, Urban in two batches and Folks
just only in batch two. We planned to make Folks in batch two because in batch one, we did
not have product that suitable with collegian budget. So, we decided to make something new
that has collegian as target market. We decided make product that have collegian as target
market because we live in collegian lives, so it can make us easily to sell the product.

In Batch one, we planned to make Authentic in one type only, it is Authentic Mata Tujuh
Natural (green), Urban in 8 series (Daisy Shocking Pink, Daisy Tosca Teal, Daisy Black, Ivy
Shocking Pink, Ivy Black, Lea Shocking Pink, Lea Tosca Teal, and Lea Black).

Authentic Urban

PRODUCTION TARGET
Type of The Product BATCH 1 BATCH 2 Total Production
AUTHENTIC
Mata Tujuh Natural (green) 30 pcs 30 pcs 60 pcs
URBAN
All Series 60 pcs 75 pcs 135 pcs
FOLKS
Leather Black 155 pcs 155 pcs

TOTAL 90 pcs 260 pcs 350 pcs

PRODUCTION ACTUALIZATION
Type of The Product BATCH 1 BATCH 2 Total Production
AUTHENTIC
All Series 30 pcs 55 pcs 85 pcs
URBAN
All Series 60 pcs 75 pcs 135 pcs
FOLKS
All Series 183 pcs 183 pcs

TOTAL 90 pcs 313 pcs 403 pcs

So, we produce the product more than target. From 350pcs become 403 pcs that we have produced. We
produced Authentic is appropriate with the target revision, but it is more than target if we compare with
business plan. Urban is same with the business plan but if we compare with the target revision it is more
than target. Folks is more than target if compare with target revision and also business plan. We have
reached and more than target production because when we running a business, we did improvement
about the product and we are so flexible about something new.

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CONCLUSION
Operation team of Molka Company has been working hard together during this two semester to achieve
our goal and target. Many problems we faced but with our togetherness we have gone through that. From
the first time we started the production like searching for the vendors, rejected by the vendors, met the
vendor that was so far away from us in Lombok and Situbondo, failed in first production, changed the
vendor, delayed in production, rejected products, and until we trapped by flood when about to go to
vendor. But we can still go through that.

In company, operation, marketing, finance have many different ways to reach their goals. But that
difference makes us complete and can reach our goals. We learn that the difference would not destroy us
but it can complement each other. With this many differences, we build a collaboration that will consider
all things in company. But we must have a good communication with each other.

For relationship with vendor, we didnt impose what we want to the vendors. But we had to negotiate
with each other, talked about what we want and what the vendor could do. And we must build a good
relationship with the vendor because if we have a good relationship, it proves that the production will run
well, smoothly, and match with the target. But we must prepare the backup vendor if there are some
unexpected problems. We also made improvement in shipping process since our product is quite
vulnerable.

For the future, there are some improvement and development, not only for company system, but for the
product, too. We have to cooperate with each division to make our system and our product to be better
and accept if there are some advices from others about our product and did not deny the changes.

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MARKETING REVIEW
TARGET MARKET & POSITIONING
EXPECTED TARGET MARKET (AS STATED IN THE BUSINESS PLAN)
We basically divided our target markets into 2 different categories in our business plan:

Target Market 1 Target Market 2


Female Female
High school student, undergraduate student Entrepreneur, housewife, employer
17 23 years old (adults) 24 35 years old (adults)
Shopping budget for leisure Rp1,000,000 Shopping budget for leisure Rp4,000,001
4,000,000 per month 7,000,000 per month
Trend follower & social climber, social media Socialite (searching for reputation), fashion
active user, party people (like to hang out and get enthusiast, care about appearance, has brand
socialized), fashion enthusiast, no brand loyalty, loyalty, interested with local product
care about appearance, yearning for confidence,
interested with local product

ACTUAL TARGET MARKET


During the IBE process on the last 8 months, weve seen that there are several differences
between our actual target market & our target market that were stated on our business plan.
We have reached our target market that were stated on our business plan, however our
target market were also expanding. Below are our target market that we could finally
reached:

Male & Female


Young adults & adults
Student, employer, housewife
Indonesia (especially Jakarta & Bandung)
Shopping budget for leisure Rp2,000,000 - 5,000,000 per
month
Socialite, fashion enthusiast, care about appearance, no
brand loyalty, interested with local product, social media
active user, experimental, trend setter, urban lifestyle

POSITIONING
KLACH Positioning Statement:

To young female who likes fashion, KLACHE provides clutch and sling bag to help
customer organized their belongings through stuff partitions, geometric shape, and
local wood basic material.

KLACH Actual Positioning in Market Mind:

To female who likes fashion and aesthetic products, KLACHE provides clutch and
bucket bag to help customer organized their belongings through stuff partitions and
local wood basic material.

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SALES STRATEGY & RESULT
SALES STRATEGY
4. Authentic Clutch
The branding that we tried to conduct from this product were futuristic, classy, and elegant.
Our main target market from this product is female adults that is why we were focusing to
sell this product using personal selling method, partnership (business to business),
consignment, and events. The results from our personal selling method was the most efficient
one comparing to the other strategies, since people also use the mouth to mouth strategy
when they try marketing this product. We also tried to make partnership with Rumah Kerang
and consignment partnership. For the offline consignment, we were partnering with Butik
Kartina (Jakarta), Happy Go Lucky (Bandung), and ALRA Lifestyle (Jogjakarta).

5. Urban Clutch
Our main target market for the Urban clutch is female young adults who are experimental
and has a big interest in art. We use personal selling method, online method, and events. We
found out that all of the strategies are already effective for our target markets. At the
beginning it was really difficult for us to sell it online, but after we have endorsers, intense
post on social media, got product exposure from other parties, and etc. the amount of our
online sales was keep increasing.

6. Folks Bucket Bag


In order to increase the amount of our sales, we tried to develop new product that is more
affordable for our target markets. We use personal selling method, online method, direct
selling method, and events to sell this product. All of the strategies that we used were
effective for our target markets except the direct selling method. But through the direct
selling method, we got more insights & feedbacks. We made several promos & discounts.

SALES RESULT AND COMPARISON


1. Authentic Clutch
Authentic Forecast Sales
Scenario November December January February March April Total
Pessimistic 0 5 7 8 9 11 40
Most likely 0 12 13 12 11 12 60
Optimistic 0 9 13 13 15 15 65

Authentic Actual Sales


December January February March April Total
Sales 6 18 12 16 33 85

2. Urban Clutch
Urban Forecast Sales
Scenario November December January February March April Total
Pessimistic 0 12 15 16 28 29 100
Mostlikely 0 23 25 27 30 30 135
Optimistic 3 21 24 23 37 37 145

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Urban Actual Sales
December January February March April Total
Sales 4 23 40 23 45 135

3. Folks Bucket Bag


Folks Sales Forecast
Scenario November December January February March April Total
Pessimistic 0 12 15 16 28 29 100
Mostlikely 0 27 31 32 32 33 155
Optimistic 0 17 23 26 49 50 165

Folks Actual Sales


December January February March April Total
Sales 0 0 12 58 113 183

CHANNEL DISTRIBUTION
1. Authentic Clutch
Authentic Actual Sales
Channel December January February March April Total
Personal Selling 6 18 12 6 11 53
Online Order 0 0 0 0 0 0
Event 0 0 0 2 1 3
Partnership 0 0 0 8 20 28
Consignment 0 0 0 0 1 1
Total 6 18 12 16 33 85

Authentics sales growth decreased in February because


our sales through personal selling significantly declined it
was because most of our customer wanted to see the
product directly meanwhile we could not provide it all the
time and many of our customer demanded other variant so
they would not wear the same clutch with the other. Our
sales can bounce back in March and grew until April
through partnership and event and also we released new
variant white with pre order in March and ready in April.

2. Urban Clutch

Urban Actual Sales


Channel December January February March April Total
Personal Selling 2 22 37 11 29 101
Order Online 2 1 3 2 10 18
Event 0 0 0 10 6 16
Total 4 23 40 23 45 135

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Personal selling channel contributed the highest sales for
our Urban clutch yet it was really fluctuative. Along with
our rising brand awareness we could get more order online
sales in April. For events, in March and April we also sold
more products because we joined several events.

3. Folks Bucket Bag

Folks Actual Sales


Channel December January February March April Total
Personal Selling 0 0 12 35 81 128
Online Order 0 0 0 3 10 12
Event 0 0 0 20 22 43
Total 0 0 12 58 113 183

The sales of our Folks bucket bag was the one that has rapid
growth. In the end we eventually sold 183 Folks bucket bag
through personal selling, sales online, and events.

Our Folks bucket bag sales grew consistently, it kept


increasing from February until April. It was because sales
from personal selling, event, and online order grew
consistently and significantly from February until April.

MARKETING STRATEGY & ACTIVITIES


AWARENESS STRATEGY
1. 1st Batch Photoshoot

The aim of the 1 Batch Photoshoot is to prepare for the first launching of our products as well as to
st

introduce our products through our photos & videos on social media, website, and catalook.

Action:
- Made contract with Komalima Photography as our photographer &
videographer for photos and videos of sneak peek and products on
social media, website, and catalook
- Made photo & video concepts by looking for references from various
sources
- Brainstormed & determined the theme for the first batch (The Naked
Truth)
- Prepared all of the stuffs that needed for the photoshoot & video
shoot (products, wardrobes, makeup artist, makeup tools,
consumptions, accommodations, etc.)

Output: Impact:
- Video sneak peek KLACH - Giving the first impression about
- Behind the scene of the production KLACH to our target markets
- Photos of products with and without - Gained more followers on social media
talents that used for launching (especially Instagram)
- Got 656 total likes on Instagram for the
3 first videos

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2. 2nd Batch Photoshoot

The aim of the 2 Batch Photoshoot is the platform that helped us to launch
nd

our new products & published the new concept of KLACHE.

Action:

- Created Lookbook concept, contents, and design for Lookbook & Mini
Lookbook
- Prepared all the things that supported photoshoot (wardrobes,
makeup artist, makeup tools, consumptions, accommodations, etc.)
- Made partnership with Lawangwangi as the place for the photoshoot

Output: Impact:
- Photos were used for Lookbook, - Increased the amount of likes
Instagram, Facebook Fanpage, and number on social media (LINE@ and
Line@, and promotion tools to Instagram)
introduce our new concept

3. Social Media

The main objectives of this marketing strategy are to provide information about our product and our
marketing program through social media platforms and increased the brand awareness of KLACHE among
social media users.

Action:
- Made 4 kinds of social media:
1. Instagram
Action: Output:
- Prepared the content pillars - Gained more than 1000 followers in 4
- Made daily post timeline for Instagram months
feeds - More than 65 people tagged us on
- Approached more than 8 models to be their Instagram
our role models and ambassador - Gained more than 2,000 total likes of
- Analyzed our Instagram report our posts on Instagram
- Reposted more than 6 role models
- Tagged by more than 10 KLACHEs
ambassadors
2. Facebook Fanpage
Action: Output:
- Prepared the contents for Fanpage - More than 100 people liked us on
feeds Fanpage in 4 months
- Made daily post timeline for Fanpage
Feeds
- Analyzed our Fanpage report

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3. LINE@ Account
Action: Output:
- Prepared the contents for LINE@ - Gained more than 400 followers on
Timeline LINE@
- Making daily post timeline for LINE@
Timeline
- Broadcasted our marketing promos to
all our customers
- Analyzed our LINE@ report

Impact:
- Increased our product and brand awareness since there are lots of role models and ambassador
that tagged us on Instagram
- Attracted people to engage our social media account simply by liking and following our social
media accounts
- Our marketing promo being viral on the social media since there are some people who helped
us to share ours on their accounts

4. Brand Ambassador

This is how we do to increase peoples awareness about KLACHE before we openned all of our event.
Besides, it would provide information about our product promotion and testimonials from the
ambassadors about our product.

Action: Output:
- Asking our friends about the - Tags from the ambassador (min. 1
influencers around the place of the week before the event) with caption
event that we made on instagram.
- Borrowing our product to be posted
- Following up the ambassador to
post properly
- Giving them our caption template
regarding to the event

Impact:
- Increased our product and brand awareness since there are lots of ambassadors that tagged
us on Instagram
- Attracted people to engage our social media account simply by liking and following our social
media accounts
- Our marketing promo being viral on the social media since there are some people who helped
us to tag us on their posts

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5. Website

The objectives of developing our website were to introduce our products through website, ease our target
markets to buy our products online, made the marketing strategy viral & reached wider market scope.

Action: Output:
- Created layout design for our - Launched our website
website that fits to our concepts www.klache-id.com
- Prepared the website contents - Our website is being used by our
- Posted our brand achievements as target markets to buy products
articles or reviews online

Impact:
- KLACHE is already on the top of Googles first page
- Gained 200 subscribers on our website

6. Endorsement

In form of increasing our brand awareness, we tried to endorse influencer that has a high influence on our
target market. By using this strategy we also hope we could gain our target market trust and increase our
sales online number.

Action: Output:
- Researched the most effective - Endorsed 4 endorsers (Ranie Untara,
endorsers Ratu Ashila, Anelies Praramadhani,
- Choose & decided the endorser that and Ayla Dimitri)
represents our products well - The endorsers were posted our
products on their social media
(Instagram & Snapchat)
Impact:
- Gained more than 1,000 followers after they are endorsed us
- Increased our market trust and brand awareness
- Increased the amount of our sales online

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7. Media Review

In order to widen our target market, increase our brand awareness, and also increase our brand trust we
tried to approach several online media in hope that theyd give us reviews about our products. This
marketing strategy will also help us go viral.

Action: Made partnership to publish our products in their media (magazine, newspaper, radio, or TV)

Output: Reviewed by several online & offline Impact: Increase brand awareness, brand trust,
media and followers on social media

8. Approach Community (Not Accomplished)

In order to increase our brand awareness & brand trust, we tried to make partnership with several
communities.

1. Bandung Heritage Society


The community is focusing on preserving local products with authentic and unique values
delivered by each. This community consists of local-nationals and international members.

2. Bandung Creative City Forum


This community is focusing on supporting local products to penetrate markets and consists of
different types of communities in Bandung. There are several events in order to introduce
local brands either to local, national, and international circumstance. The community
occasionally does sharing session within regular meetings.

Action: Tried to contact the community


Output: Unfortunately, most of the community members of BCCF are not exclusively interested
Impact: -

9. Brand Collaborations

1. Butterfield Kitchen
We made partnership with Butterfield Kitchen in February to celebrate Valentines Day with
our target market.

Action:
- Approach & meeting with the owner of Butterfield
Kitchen
- Create mutual agreement with the owner of Butterfield
Kitchen
- Give Rp50,000 Butterfield Kitchen discounts for 5 lucky
winners who already purchased our products
Output:
- We found out that this marketing strategy was not really effective, there was no one that use
the discount vouchers
Impact:
- Our brand awareness was increasing
- Our customers got additional value, not only our products
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2. Rumah Kerang
Due to increase our sales number of our Authentic clutch, we tried to make collaborations
with Rumah Kerang since they produce many kind of products that made from clamshells in
Cirebon.

Action: Output:
- Approach & meeting with the owner - Rumah Kerang made special &
of Rumah Kerang limited designs for our Authentic
- Contact & follow up the partnership clutch
via e-mail and telephone Impact:
- Made bargaining offers - Expand our target market indirectly
- Create mutual agreement with the - Increase our customers trust since
owner of Rumah Kerang Rumah Kerang already has a good
brand trust
3. TRESA
In order to increase our brand awareness in
Jogjakarta during Exposure 2016, we tried to
make collaborations with brand that already
known well in Jogjakarta. We then decided to
choose TRESA as our partner since TRESA also
has the same target market as ours.

Action: Output:
- Approach & meeting with the owner - Approximately our followers on
of TRESA Instagram increased around 5-10
- Post the promo on our social media followers
accounts & TRESA was also post the - Approximately 3 persons were came
promo on their Instagram account to our booth because they knew us
- Give additional 10% discounts for from TRESA
our Black Folks bucket bag to Impact:
everyone who had purchased at - Expand our target market indirectly
TRESA - Increase our customers trust since
TRESA already has a good brand
trust

EVALUATION STRATEGY
1. Social Media

The main objective of using our social media in the evaluation strategy
is to ease customers giving feedbacks and also as a media to
communicate with us.
Action:
- Used social media for publication
- Display our products and share information of our products
- Reply our target markets comments on Instagram
- Reply customer chat on LINE@ or Whatsapp
- Reply customer message via e-mail or website

Output: Impact:
- Customer engagement - Increased customers
satisfaction
- Increased customers trust

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10. Customer Service

In order to ease people to get connected with us, we provide our target
markets LINE Official Account, SMS/WhatsApp, and E-mail. Through
those media, they could contact us during our working hours.

Action: Output:
- Put our customer service - More than 70 accounts
contacts on bio or short contact us through LINE@
description of social media, Official Accounts, more than
business card, and caption 30 people through
of some important posts WhatsApp, more than 10
people contact us through
Impact:
- Increased customers phone number, and more
satisfaction than 20 people through E-
mail to offer partnerships
- Increased customers trust
and events
- Gained online sales from
more than 10 people through
LINE@ Official

11. Fashion Bloggers Review

In order to strengthen our product value & give influence to our target markets, we were using fashion
bloggers review.

Action: Output:
- Searched for fashion blogger that fit with - Nadia Yasmeen reviewed us on her
our target markets Instagram & her personal blog.
- Approached and made deal with the
Impact:
fashion blogger to review our products
- Increasing our product and brand
(Nadia Yasmeen)
awareness from her followers.

12. Website

Action:
- Gave information about our products (product
specification, how to maintain our product, etc.)
- Made feature for people to chat with our
customer service
- Made feature to leave message/comment on our
website
Output:
- Customer engagement
Impact:
- Increased customers satisfaction
- Increased customers trust

18
13. Event

Through events, wed like to communicate directly with our target markets and find out what they actually
wants & needs.

Action:
- Demonstrated how to use & maintain our products to our target markets
- Described the specifications of our products to our target markets
- Gathered feedbacks & insights from our target markets
Output: Impact:
- Our target markets know how to - Product development
wear maintain our products - Increase customer satisfactions
- Improved our products based on the - Customer engagement
feedbacks & insights that were given
from our target markets

14. Catalogue/Lookbook

To attract our customers and introduce our products directly


Action: Output:
- Prepared for photoshoot session - Had 3 kinds of Lookbook ever since we
- Made concept for contents launched our products
- Edited first batch & second batch Impact:
lookbook - Encourage people to buy our products
- Increase brand awareness
- Influenced our potential buyer to buy
our product directly
15. Personal Product Demonstration
Personal product demonstration is a marketing strategy
that we use to increase our brand awareness. Our
company members were encouraged to use our products
at several occasions. The aim of this marketing strategy
was to introduce our products to our target markets and
tell them how to use our products indirectly.
Action:
- Our company members use KLACH clutches & bucket bags to several places and occasions
Output: Impact:
- People become more aware about our - Increase brand awareness
products
- Our target markets know why, how,
and when they have to use our
product

19
16. Giveaway

We combined our giveaway with photo challenge due to the limited budget that we have. The aim of this
activity is to increase our brand awareness.

Action: Output:
- Made concept for the giveaway & - 3 winners of photo challenge
photo challenge - 40 participants of photo challenge
- Encourage people to join the giveaway
Impact:
& photo challenge - Increased brand awareness
- Create the criterias for all participants - Customer engagement
- Decided gifts that will be given to the
winners

17. Voucher & Discounts

Voucher & Discounts were given to our target markets to increase sales & brand awareness.

Action:
- Gave Butterfield Kitchen idr 50,000 vouchers in
Valentines Day
- Chinese New year discount 15% for pink variant
- Event Exposure 10-20% for Urban clutch and 15-
30% for Folks bucket bag
- Event Localfest 5.2 10-15% for Urban clutch and
15-25% for Folks bucket bag
Output: Impact:
- Printed voucher - Increased brand awareness
- Lower price - Increase sales
- Media propagandas

18. Mix & Match Tips Reference

To increase our target markets awareness about how to dress up and use KLACHE in a stylish way

Action: Output:
- Searched for references about Outfit - 2 photos of outfit with accessories that
of the Day Mix & Match with Urban KLACH
- Prepared the clothes and accessories
Impact:
that fit with our product
- Increase brand awareness
- Photo shoot for the Mix & Match Tips
from KLACH
- Posted photos of Mix & Match Tips on
our Instagram, Line@, and Facebook
Fanpage

20
19. Campaign

1. Timeless Fashion
The aim of this campaign to convince our customers
that KLACH is considered as timeless fashion
essentials. KLACH is versatile and flexible to wear for
a multitude of occasions and seasons

Action: Output: Impact:


- Used - Our target markets - Increased brand
#timelessfashion on knew that KLACH is awareness as the
each caption which is versatile and flexible beginning of KLACH
posted on social to be used at any in social media
media time and various
occasions

2. Valentines with KLACH


The aim of this campaign is to celebrate Valentines Day with our customers

Action: Output:
- Taking photo shoot with Fariz Umar as the - 8 photos of celebrating Valentines Day
photographer and (Asifa Talita and Rangga - 1 video of celebrating Valentines Day
Barran) - 5 winners of Butterfield Kitchen promo
- Doing a partnership with Butterfield Kitchen discount for every Urban-Pink series
to take the photoshoot purchases
- Using hashtag #ValentineswithKLACH on all
Impact:
our caption on social media - Brand awareness for the role models and
Butterfield Kitchens followers
- Our Urban-Pink series had been sold out
3. Feel Special Everyday

Feel Special Everyday means that KLACH will


accompany & make all of our customers feel
special by simply use our products.

Action:
- Made concept for #FeelSpecialEveryday
contents
- Photo shoot (Talent: Kaulika as the model;
Photographer: Farah Shafia)
- Used #FeelSpecialEveryday

21
Output: Impact:
- 6 photos of #FeelSpecialEveryday - Increased our Instagram followers
campaign with the everyday concept - Our clutch and campaign went viral since
- 8 posts of our role models that we the role models posted the photo using
reposted their own accounts
- Our potential buyers got attracted to our
post

PURCHASE STRATEGY
1. Website (Register as member & sign up for newsletter)

By registered as member & subscribed our


website customers will be easier to purchase via
online, because our website is featured with e-
commerce.

Action: Output:
- Made a system for subscribers - A good system of e-commerce from our
- Updated newsletters for subscribers website
- Made a promo for subscribers after we - Website that can be reached easily by our
launched the website potential buyers
- Analyzed the website reports of visitors - Information about our products in detail
- Made the online order system via website
Impact:
- Provided customer service feature - Gained 200 subscribers
- Probable partners contacted us through
website
- Increased brand awareness
2. Social Media

We developed our own social media in order to ease our target markets contact us directly.

Action:
- Fast response to all our customers that contacted us on our social media accounts
- Provide information (product, promotion, etc.) through our social media account
- Posted contents that will encourage our potential buyer to buy our products
Output: Impact:
- Official Email : info@klache-id.com - Increase brand awareness
- Instagram : @klache_id - Increase brand trust
- Fanpage : www.fb.me/klache.id - Customers engagement
- Website : www.klache-id.com - Easy to announce informations
- SMS/Whatsapp : 085974911709
- Line@ : @klache_id

3. Personal Selling
Personal selling is one of Molkas main strategy to increase sales. The people that we tried to approach
including our relatives, friends, and families.

Action: Output:
- Approached potential buyer - Potential buyer bought our product
- Followed up potential buyer Impact:
- Made transaction potential buyer - Increased the number of sales in a large
number
- Increase brand awareness

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DELIVERY STRATEGY
1. Shipping
The shipping process is basically a formal phase of our selling process where we deliver our products right
to our customers.

Action: Output:
- Delivery our products to our customers - Most of our products were delivered
using method that our customer chose well
Impact:
- Increase customers trust
- Increase customers satisfactions
2. Event
1. IBE Grand Launching Exhibition
As our first event, we were focused to introducing our brand.

Action:
- Introduce our products through our identity (logos, color
palettes, business card, etc.) at our booth.
- Attract & encourage customer to come to our booth
- Maintain relationships with customers (we asked our
customers to give their personal contact information to send
updates about our products)
Output: Impact:
- A lot of visitors visited our booth - People started to contact us through
- A lot of visitors asked for our business our social media
card - Increased brand awareness
- Some people bought our products at
the event

2. Exposure
By joining this event, wed like to increase our sales and promote
our products to our our target markets directly.

Action:
- Made event propagandas
- Made contract with our Exposure brand ambassador (Anelies
Praramadhani)
- Made collaborations with TRESA during the event
- Made promos
Output: Impact:
- Increased sales - Customer engagement
- A lot of customers asked our business - Increased brand awareness
card - Increase brand trust
- Got partnership offerings
3. Localfest 5.2
By joining this event, wed like to increase our sales and
promote our products to our our target markets directly.

Action:
- Asked several people in Jakarta who had influences on our
target market to be our Localfest brand ambassador,
whereas they had to post their photos using our products
on their social media
- Made event propagandas

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- Made promos
Output:
- Increased sales
- A lot of customers asked our business card
Impact:
- Interviewed by several media (Money.Id, Indonesia Creative Channel, Platform.Id, FMTV
(SWARNA))
- Got many partnership offerings from other parties
- Invited to METRO TV to be interviewed at NEWSLOG
- Customer engagement
- Increased brand awareness
- Increased brand trust
4. DOT Market
By joining this event, wed like to increase our sales and
promote our products to our our target markets directly,
especially for ITB students.

Action:
- We asked ITB students had influences on our target
markets in ITB to become our DOT Market brand
ambassador, whereas they had to post their photos
using our products on their social media
Output: Impact:
- Increased sales - Increased brand awareness
- A lot of customers asked our business - Increased brand trust
care

3. Personal Selling
Personal selling is one of our main strategy to increase sales. Through this strategy we could also interact
with our customers directly and gain feedbacks or insights.

Action: Impact:
- Deliver the product directly to the - Increased customer satisfactions
buyer - Increased brand awareness
Output: - Increased sales
- People know our products quality - Customer engagement
- Customer feel satisfied because we - Product development
deliver directly to them

4. Consignment
1. Butik Kartina
Butik Kartina is one of middle class boutique in Jakarta,
focuses on selling muslimah clothes with price range ID
300,000 - Rp1,000,000. Since muslimah fashion is currently
growing rapidly, we believed that it will be a good
opportunity for us to penetrate the market.
Action:
- Meeting with the owner of Butik Kartina
- Negotiated the consignment partnership
- Made mutual agreement
Output: Impact:
- Our products were displayed in butik - Sold 1 Authentic clutch
Kartina and they had 5 stock of - Increased brand awareness
authentic

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2. Happy Go Lucky
Happy Go Lucky is one of local brand concept stores in Bandung.
The product that they sell in their store has price range Rp200,000 -
Rp1,500,000.

Action:
- Contacted HappyGoLucky representative for business inquiries
- Negotiated and discussed about the consignment plan
- Made contract
Output::
- Provided 8 pieces of Folks (Black & White) for the consignment
Impact:
- Not yet sold any product

3. MilaMili
MilaMili is an e-commerce based market place which sell
products with price range Rp250,000 - Rp1,000,000. The
consignment fee rate itself is 20%.
Action:
- Made contract with MilaMili
Output:
- Our products are being displayed in MilaMilis website
Impact:
- Sold 1 Urban clutch
- Sold 1 Folks bucket bag

4. Localbrand.co.id
Localbrand is one of well-known e commerce in Indonesia and one of pionir in appraising
Indonesian local brand product. Theyre focusing on local brand which really use indonesian
materials. The product price range that they sold on the website is Rp85,000 - Rp850,000

Action: Output:
- Meeting with localbrand representative - Considering some contraints, we
- Discuss the system with localbrand planned to join their consignment in
representative August 2016
- Accepted their offerings Impact: -

5. Merekindonesia.com
Merekindonesia.com is an online website that provides digital Marketing & branding,
consultation, database and also platform to sell products online, only for local brand
Indonesia.

Action: Output:
- Contacted merekindonesia.com - Provided products for the online
- Submitted our product to consignment at merekindonesia.com
merekindonesia.com Impact:
- Being curated by merekindonesia.com - Not yet sold any product
- Accepted by merekindonesia.com

5. Direct Selling
Direct selling consists of sales activities which involves potential buyers which are classified as total
strangers. We proposed several locations based in Jakarta during this process.

25
Action: Output:
- Listed all of the venues that would be - Increased sales
possible in Jakarta & Bandung
Impact:
- Market analysis - Customer engagement
- Observe our target markets on the - Increased brand awareness
venue - Increased brand trust
- Product development

AFTER SALES STRATEGY


1. Instagram Photo Challenge

To persuade our followers and potential buyers to participate with our challenge about their Evening
Special Moments, we gave the winners gifts. Whatever the day is, we always find a bit of time for ourselves
in the evening. Here at KLACH, we would like to appreciate the way participants spend time for
themselves!

Action: Output:
- Created the concept of the competition - 40 participants joined our photo
- Decided to use Evening Special challenge
Moments as our theme - We got 3 winners for the photo
- Decided the rules for the participants challenge
Impact:
- Increased our brand awareness since
the participant tag us on their instagram
- Increased followers on Instagram
2. Word of Mouth
We realize that our customers who already bought our products testimonials and comments are way
more effective for their own relatives. That is why we see this strategy as an opportunity for us to promote
our products and expand our target markets.

Action: Output:
- Every each of our company - The amount of people who have
members asked their relatives to intentions to buy were increasing
post pictures using our products on
Impact:
their personal social media accounts - Increase brand awareness
& give their testimonials on the
- Increase brand trust
caption.
3. Social Media (Buyers review)
Using our buyers review we were asked our customers to post
their photos using our products and wrote down their
testimonials on the caption. The objective of this marketing
strategy is to increase our brand awareness, brand trust, and
encourage other people to buy our products.

Action:
- Asked people to post their photos using our products
Output:
- Engaged customers

26
Impact:
- Increased brand trust & awareness
- Increased followers on our social media
- Increased the amount of our sales online

CUSTOMER CLASSIFICATION
1. Authentic Clutch
Our Authentic clutch customer mostly are strangers
(52%), and the rest of our buyers came from families
(42%) and friends (6%). This condition happened
because we realized that our friends buying power
werent as high as our family or stranger buying
power. Besides, we also gave price cut to strangers
who had intentions to buy our Authentic clutch.

From the customer age-based distribution diagram,


we can see that mostly our customer who bought our
Authentic came from age range 40-45 years old
(52%), simply because they have higher buying
power and the image of our product could present
them well. The rest of our customers came from age
with range >45 years old (26%), 35-40 years old
(11%), 25-30 years old (2%), and <25 years old (9%).
This condition indicates that we could finally reach
our target markets and we could also see that our
Authentic clutch was also liked by people who
actually werent our target market although not in a
big number.

Based on the occupation, our Authentic clutch


customers mostly are worker (39%). Other big part of
our customers are entrepreneur (26%) and
housewive (17%). The rest are student (9%) and
socialite (9%), since it was quite difficult for us to
reach socialite.

From the customer geographical-based distribution


diagram, we can see that our customers are mostly
live in West Java (62%), including Bandung, Bekasi,
Garut, and the surrounding. Besides, our customers
who live in Jakarta were quite much (23%). And the
rest of our customers live in Central Java (8%),
including Cilacap, Purwokerto, and Semarang,
Yogyakarta (5%), and Sumatra (2%).

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2. Urban Clutch
Most of our Urban clutch customers were stranger
(46%) and the other were friend (28%) and family
(26%). Its proven that our Urban clutch already has a
good product awareness.

Most of our urban customer age is 19-25 50% the age


of college student, young worker like fresh
graduate.And then over 35 years old 34 %, along in
running our business many housewive, senior worker
or entrepreneur demand our product. They who live
in urban area. And then 26-30 years old 11% the year
which people are busy with work and chasing career
most of our channel hard to reach them but still
several people want to click some buttons and order
via online.

Most of our customer are college student 42%..


Mostly our customer who comes from our members
personal selling, event sales are college student who
want to look different than others. And then
entrepreneur 21% our customer also comes from
business owner who like to know and try new unique
product. Worker with 18% take moderate percentage
of our sales mosly come from online order and
personal selling most workers have trend knowledge
despite their busy lifestyle and buy what they like .
And the least is from high school student 1% the price
may affect the sales contribution from high school
student.

Because our focus in marketing geographically is in


West Java (Bandung, Bekasi, Garut and its
surrounding) & Jakarta, mostly our sales comes from
both region. Besides, we also see our customers from
this region have high buying power. The rest are form
Yogyakarta (9%), Sumatra (2%), and the least was
from East Java with (1%).

3. Folks Bucket Bag

Most of our folks customer are friend comes from


our high personal selling portion of total sales channel
with 43% slightly different with stranger 42% both
comes from personal selling, event and online.
Personal selling mostly contribute to 43% friend
classification and 15% family classification other
channel like event and online mostly make 43%
stranger classification.

Customer classification which still match with their


age. Other portion are 16% above 30 years old mostly
the family of our members and age between 26-30
years old 2%.

28
Since our folks model have functionality for carrying
many stuff and is able to be a school bag most of our
customer who attract and buy our product is College
Student they can use it to university or just hang out
with friends. Other people who buy our product is
worker 11% and housewive 9% who prefer wide
space bag and 5% high school student who tend to
use our folks just for hang out and entrepreneur who
like new stuff.

Compare to other product even if our folks is the


latest product we sell but folks has widest network by
looking at there are 8 region are reached compare to
other product only 5-6 regions, our customer mostly
comes from West Java and Jakarta with 43% and 32%
repectively, Yogyakarta with 16% mostly comes from
event like exposure, central Java 5% comes from
personal selling and other area 1% Sulawesi, Banten,
East Java and Sumatra.

CONCLUSION
In the last 9 months, weve been through so much trials and errors. We failed so many times before we
finally know which marketing strategy that is really worked for us and which is not. We tried to keep
improving our marketing strategy from time to time. We basically divided our marketing strategy into
online strategy and offline strategy.

For the online strategy, weve learned that it is important for us to really know what our target market
wants and how we visualize it so the message that we want to deliver to our target market could be
delivered well. The concept itself was actually the most fundamental thing before we execute the idea.
We were focusing on our social media & website for the online strategy. The strategies were consist of
fashion bloggers review, endorsement, intense social media postings, giveaway & instagram photo
challenge, and discounts & promos. From all of the online marketing strategies that weve done, we found
out that all of the marketing strategies are effective for our target markets as long as we do it well. But
the most effective one was the endorsement. The endorsement really gave us a great impact for our sales
online. But to make this effective we sure did make research and analysis.

For the offline strategy, we did try the personal selling method, direct selling method, joined events,
consignment, and we made partnerships with other parties. We found out that the personal selling
method was the most impactful marketing strategy for our business since we just launched our brand in
December 2015. It affects our sales because through the personal selling method we actually introduced
and interact directly with our target markets. That is why we found this marketing strategy is highly
effective and should be done as a starter before we done the other strategies. On the other side, we found
out that the direct selling method was not really effective. To conduct this strategy, we needed much
times to analyze and observe the current condition of our target markets. For the consignment and
partnership, were still learning and improving. Because we believed that these marketing strategies could
be effective, but we still need to find out the right partner for this.

We also realized that the unique selling point of our own product is also important. The unique selling
point should be exposed in a right way by us so our target market have reasons to buy our product in the
end. We also see that the unique selling point our product was the one that made people get attracted
with our product. Because, our unique selling point was finally became the one that brought us being
interviewed in media.

To sum up, we realized that it is necessary for us to know our target market well. To analyze and observe
what they wants and needs. Because afterall, it was the root of all of our marketing strategies.

29
FINANCE REVIEW
FINANCE WORKFLOW
FINANCE MARKETING WORKFLOW

1
CFO PIC Marketing

4 3

Marketing
Program

1. Each PIC (event, media, others) from marketing division propose their program and request money
to CFO as treasurer.
2. CFO as treasurer gives money to marketing.
3. Marketing realize their program.
4. Marketing gives receipt as evidence to CFO as bookkeeper to be recorded.

FINANCE OPERATION WORKFLOW

2
PIC Operation
CFO
1
3

4 Other
Production Administrative
activities

1. PIC from operation propose funding whether for production or other administrative activities to
CFO as treasurer.
2. CFO as treasurer gives money to operation.
3. Operation use the money to start the production process or do some administrative activities.
4. Operation gives receipt as evidence of their activities to CFO as bookkeeper to be recorded.

FINANCE SALES WORKFLOW

2 Bank Account Team


Customer CFO

4 1

Sales Manager 3
Sales Team

30
1. Customer gives format order whether it is directly or through personal seller which collected by
sales manager and sales team.
2. Customer pay the bill to bank account team and also recorded by CFO as bookkeeper.
3. Bank account team confirm the payment to sales team.
4. Sales team deliver the order to the customer.
Overall, the financial workflow for marketing and operation division are the same. In sales workflow, we can
see that the bank account team has the role of treasurer. Bank account team is a team consist of 3 person who
manage account as a representation of KLACHEs account.

FINANCIAL ANALYSIS
SALES ANALYSIS
Through selling Authentic clutch, Urban clutch, and Folks as bucket bag, we can generate higher revenue that
our most-likely projection and profit higher than pessimistic projection. It was also growing each month
because we did evaluation and innovation in marketing strategy every month until we get the most effective
one. Between January until March, our profit were growing quite flat because we spent much expense on new
product, Folks, yet we havent joined events that really boost our profit quickly.

REVENUE
Rp80,000,000
Rp70,000,000
Rp60,000,000
Rp50,000,000
Rp40,000,000
Rp30,000,000
Rp20,000,000
Rp10,000,000
Rp0

Most Likely Projection Actual

PROFIT
Rp40,000,000
Rp20,000,000
Rp0
(Rp20,000,000)

PROFIT Most Likely Projection


PROFIT Actual

COST ANALYSIS
There are an increasing cost of goods sold from our plan at the beginning to the actual cost. The increasing
happened due to new year. This problem will cause the decreasing of profit we can generate. To cover this
unpredictable changes, we also increase the price from our plan.

31
PROFIT CONTRIBUTION

32
FINANCIAL STATEMENT
INCOME STATEMENT

Molka Company
Income Statement
For the Period Ended April 2016
-

BALANCE SHEET

Molka Company
Balance Sheet
For the Period Ended April 2016

33
STATEMENT OF CASHFLOW

Molka Company
Statement of Cashflow
For the Period Ended April 2016

In conclusion, we have collected revenue of Rp179,145,000 and net proceed of Rp62,372,000.

RATIO ANALYSIS

It can be concluded that we have reached payback period in 145 days and BEP after 20 pieces
sales in average.

34
CONCLUSION
Financial strategy that we applied in company was that we tried to be as flexible as we could to make cash in
and cash out. Our company creates another team that helps a lot to make the system easier. The first team is
sales team, which consist of inventory manager, treasurer, bookkeeper, and sales manager and the second is
the bank account team which has role as treasurer. These two teams help a lot in making the communication
clear and avoiding misunderstanding. Unfortunately, because of the increasing of COGS and also some
unpredictable expense, like sales discount and promotion, our net profit only surpass the pessimistic target. It
sure becomes our lesson to calculate some unpredictability.

35
HUMAN RESOURCE REVIEW
ORGANIZATION STRUCTURE
Sulistia
Fitriaty
Chief Excecutive Officer

Ligar
Burnasih
Corporate Secretary

Arif Afrianda Dania Arsella Sarah Hovia


Chief of Operation Chief of Marketing Chief of Finance

Fathur Salsabila Stacia Florence


Farla Paula Dicky Sofian
Rahman Farah Andani Theodora
Operation Staff Operation Staff Operation Staff Marketing Staff Marketing Staff Finance Staff

Helmi Jose Manuel


Popy Rahayu Egi Septiar Getha Saraya
Qasthari Susanto
Operation Staff Operation Staff SOperation taff Marketing Staff Marketing Staff

Lidya Afiq
Chirnawaty Muhammad
Marketing Staff Marketing Staff

Stefanus M. Ariel
Febri Fahrezi
Marketing Staff Marketing Staff

HUMAN RESOURCE PROGRAM IMPLEMENTATION


GIVING THE BIRTHDAY SURPRISE TO THE Company MEMBERS
Birthday is a special day once a year for every people, because of that we want to celebrate our members
special moment with giving them birthdays surprise and surely this activity strengthen our relationship.

Arif Afrianda 2 January 1996 Dania Arsella 18 May 1996

M. Ariel Fahrezi 11 January 1996 Stacia Andani 20 May 1997

Farla Paula 28 January 1995 Sarah Hovia 31 May 1997

Sulistia Fitriaty 21 February 1997 Helmi Qasthari 13 July 1996

Stefanus Febri 24 February 1997 Getha Saraya 24 July 1996

Salsabila Farah 16 March 1997 Egi Septiar 8 September 1996

Fathur Rahman 1 April 1996 Popy Rahayu 25 September 1996

Afiq Muhammad 5 April 1996 Dicky Sofian 16 October 1995

Ligar Bunasih 2 May 1996 Jose Manuel 9 November 1997

Florence Theodora 10 May 1996 Lidya Chrisnawaty 27 December 1996

Every month, we prepared a birthday surprise such as buying a birthday cake and candles to each member who
had birthday on that month. We gave those surprises when we were in the meeting or bonding event, depends
on the situation and condition of our company in each month. We have celebrated the company members
birthday from September 2015 until April 2016.

36
September Birthday October Birthday

February Birthday March-April Birthday

SCHEDULING BONDING PROGRAM


We created bonding program so that the members of the company become closer, more familiar with each
other, and there is no gap in working together.

Currently, we have done four times bonding program:

1. First Bonding (September 14th, 2015)

In the first bonding, we want to give new and refreshing atmosphere to our company members by
inviting them to the place which is still in campus area with low cost. So we chose to gather in the
Selasar Planologi ITB. There, we played, had lunch together, joked and talked with each other. In
addition, we also invited some senior of SBM 2016 to share their experience related to IBE. In
purpose to know the technical issues associated with IBE.

2. Second Bonding (October, 18th, 2015)

On October, we want to have bonding outside the campus so we chose Bono Restaurant as the
place of second bonding. We had a lunch together and continued with discussion with company
members and each division. We also prepared to give birthday surprise to one member who had
birthday in that month.

3. Third Bonding (December 10th-11th, 2015)

After the final exam of 4th semester, we determined to hold last bonding of 4th semester in the
villa of Ciater area. We made many moments there, with having dinner, singing and playing music
together, playing cards, chatting with each other, taking pictures, and doing what we liked. We
also discussed about company progresses in order to better future. The relationship between us
was getting closer after those bonding.

37
4. Fourth Bonding (March, 8th, 2016)

The first bonding in 5th semester was held in Pavilion Sunda. That time, our CEO would like to
discuss about important things related to the problems in company. So, we discussed and solved
those problems well and wisely. We also did the voting of each member in order to evaluate the
character of each other and to measure the relationship between members. We also did voting to
choose the best employees that we would to announce in the next meeting. The best employees
are based on each members perspective about their works since the beginning of IBE.

First Bonding SelasarPlanologi ITB Second Bonding Bono Restaurant

Third Bonding Ciater Area

EVALUATING COMPANY MEMBER PERSONALLY


As mentioned earlier, in the fourth bonding program, we did the evaluating the performance of each member
personally. It was done by wrote down positive and negative comments on a piece of paper about the other
members.

We distributed the paper to each member. Then, they must write down the positive and negative
characteristics of each member of the company. It was done in turns. We expected that the members can
understand each other as well as possible. We thought that self-awareness is an appropriate way to improve
each member itself. Although the perspective of each member might be subjective because not all members
knows what the other did completely, however it will help every member of the company to change their
stance to b better. By this activity, we hope that the teamwork and coordination in the company will be very
well established.

SELECTING THE BEST EMPLOYEES


In the fourth bonding, we did voting to choose the best employees. The purpose of this program is to increase
motivation for each member. The motivation that we provide is in the form of 'reward'. The reward doesnt

38
mean that other members didnt contribute. But it aims that all members of the company can understand the
importance of committed work. By the commitment and responsibility of every member of the company, it
will make the company become more solid.

We gave a piece of paper to each company member. Then, they wrote down five best names that members
strongly contributing much by their perspectives. By those five names of each member that has been written,
we determined to take three names as the best employees.

SELECTING THE BEST SELLERS


As we know that personal selling becomes the crucial point in the sales process. Therefore, we gave awards to
the company members who have achieved personal selling target with the highest number. It is intended as
an expression of gratitude from company for the chosen people.

SUPPORTING THE COMPANY MEMBERS OUTSIDE IBE


The purpose of this program is for the company members who has activities outside the academic especially
IBE, to be also supported by all company members.

We collected the data from the company members who has activities beside the academic such as student
affairs unit and asked them to inform all company members about every show that is held by their units.

When they had performance from their units, we supported them with giving encouragement and prayer that
their performances could be a success. We also attended and watched them perform in their shows

FASTING AND IFTAR TOGETHER


The goal of fasting and break the fasting (iftar) together is to pray and support company member conditions to
be always better and success in every situation. Because we did this program in mid-March, we also prayed for
successful of our company in Exposure event that was held in Jogjakarta.

We announced to the company members that we wanted to hold that program in Monday and they were
agreed, they could be fasting with their own way. After fasting, we did the iftar together at Dapur Eyang.

We did the second fasting and iftar together. In that iftar, we just ordered the foods one day in advance and
we took those before iftar time to be distributed to members of company. We had dinner together in the
classroom while chatting with each other.

KampoengMusi Show #SupportMolkaOutsideIBE | First Iftar Together DapurEyang

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CONCLUSION
Human resources play an essential role in developing a company's strategy as well as handling the employee-
centered activities of an organization. We realized that it has an important role for the organization stability.
Even though the human resources of IBE are the small scale and for short term activities, we keep running the
program that includes of Human Resources Management. There are performance improvement, conflict
resolution, employee satisfaction, and employee development.

We made performance improvement by doing a personal closed assessment for each member. Conflict
resolution is our daily work when there are problems between the members must immediately solve.
Employee satisfaction we did by giving a surprise to the member's birthday. While the development of our
employees implemented by selecting the best employees and best sellers. We hope that it will be motivated
all of the company members to improve their performance and intensify sense of family between us.

40
BUSINESS VALUATION & EXIT PLAN
BUSINESS VALUATION
GENERAL ASSUMPTIONS
1. Assumption 1
Related to employee and salaries policy, we continue using policy from IBE, which treated all of the
shareholders as also workers and paid them in form of salaries with no dividend payment will be made.
Here is the detail of salaries:
a. CEO (1 person) : Rp750.000/person
b. BOD (4 person) : Rp500.000/person
c. Staff (15 person) : Rp250.000/person

2. Assumption 2
To forecast sales for Month 1 until Month 12, we use 4-period moving average method. We use this
method because we think that it is more realistic than using compounded annual growth rate method.
We also use 4-period because we see that the monthly sales for February 2016 to April 2016 was rather
constant.

3. Assumption 3
To forecast sales promotion and COGS, we use the proforma method which use percentage of total each
account to total sales revenue from January 2016 to April 2016.

4. Assumption 4
To calculate expenses, we use judgmental method with these approach:
a. Social media expense occurred every 6 months starting from Month 1 with amount of Rp50.000.
b. Photographer, catalog, and media program expense occurred every time we update our product,
which is every 3 months starting from Month 1. The amount of each expense is Rp500.000,
Rp50.000, and Rp300.000 respectively.
c. Endorse expense as much as our Folks price will occur once in two months starting from month
1. While endorse expense as much as our Urbans price will occur once in two months starting
from Month 2.
d. Voucher expense will occur every time we held clearance sales, which is before we update our
products. The amount of voucher is Rp300.000.
e. Since we got so many event invitation which will be held almost every month, we allocate
Rp4.500.000 as event registration fee for every month.
f. Event preparation expense will be needed every time we had an event. The amount of this
expense is Rp500.000.
g. The amount of packaging expense is calculated from the average of packaging payment from
January 2016 to April 2016. We allocate this expense once in every four months.
h. Salaries expense is paid in every month and detailed in assumption 1.
i. From our experience, we needed transportation expense every month. We allocate Rp1.000.000
as administrative expense.
j. Other expenses are mostly bank administration fee. The amount of this expense is calculated
from the average of other expense occurred from January 2016 to April 2016.
k. For Month 1 to Month 12, Molka Company will run the business with the amount of interest
expense and interest income will be as much as the average of the amount of those expense in
January to April 2016.
l. We are applying pre-order policy so that we only buy inventory as much as the demand an it
causes the inventory will be zero at the end of every month.

5. Assumption 5
- Tax = 1%
- FCF = OCF NFAI NCAI
- NFAI = change in net fixed assets + Depreciation

41
- OCF = {EBIT x (1-Tax)} + Depreciation
- NCAI = net working capital of the current years net working capital last year

CONCLUSION
Below is the table of FCF for the Month 1 to Month 12.

The value of our company will be Rp30.781.836 by the end of Month 12 after IBE 2 ended. For 20
shareholders of Molka Company, each will be valued at an amount of Rp1.539.092 for each month.

EXIT STRATEGY
Following three months after business launching, we have to decide whether we want to continue our
business or not because we were about to deal for partnership for the next three months. We didnt want
to go there yet because March was quite early to talk about this kind of stuff, but we had to because
public relation department needed to make an agreement. We arranged a meeting, discussed about this
and we decided to continue at least for the next three months at that time being. A month later, we
revisited the topic to discuss things further. 60 minutes later, the decision was made and we decided to
keep Molka sustain and risen its existence in startup business industry. This decision was made based
on several reasons:

INTERNAL REASONINGS
1. A Place To Explore
- We want to keep Molka sustain, so that we will have a place to continue our exploration on
each of our passions. It will be a safe space for us to try new things because when we do things
together, we could prevent each other from making mistakes and accept the risk together.
2. Strong Root of Product Branding
- The products that we have created are the baby that we crafted with each little detail. It has
very specific design that show off who we really are and how it differentiates our brand from
other brands.
3. Innovation Possibility
- After exiting IBE, we plan to do product development and widen our market into Bali and
International. We want to collaborate with other business owners, designers, and other
fashion lines. We might not only stay in fashion industry, but also in other industries as well.

EXTERNAL REASONINGS
1. Prospect in The Future
- We saw a very huge welcome from our target market and it couldnt get any better than that.
Not only from market acceptance, there are a lot of partnership offers that we would like to
take in the future ranging from consignment to international collaboration.

42
2. On Going Partnership
- Currently, we are on contract with several partnerships such as Happy Go Lucky House (offline
store), Milamili (e-commerce), merekindonesia.com (e-commerce), Butik Kartina (offline
store), etc. We cannot exit the business because our partnerships are merely existed for 3
months left. It wouldnt be good for our image as well since we have built such trustful
relationship so far.
3. Moving and Growing Trend
- Fashion trend is quite fluctuating compared to other fields. This might sound bad for the
business but this is actually a good thing for our business. Since we combine wood with other
materials, changing trend gives us reason to do product development and keep everything
fresh as the trend starts to spread out.

NEXT AGENDA

DATE AGENDA
- 28 April 1 May 2016 - Bandung Creative Week (Survey on Bandung Market)
- Fashion Show at Jakarta Fashion and Food Festival, Mall Kelapa
- 4 May 2016
Gading, Jakarta
- 25 29 May 2016 - Research on Target Market in Bali
- Product Development
- Partnership in Singapore
- Localbrand Consignment
- Brand Outlet Consignment
- May July 2016
- Aksara Consignment
- Bobobobo Consignment
- Reshuffle Organization Structure
- Stabilize Monthly Income and Outcome

For marketing strategy:

1. There will be no personal selling since we want to focus more on other marketing tools.
2. We will develop social media because it is very accessible to our target market and the most
effective way for awareness, purchase, and delivery phase.
3. We will do partnership with several consignment stores, online and offline. For online, there are
Localbrand, Milamili, Bobobobo, and Brand Outlet. For offline, there are Aksara, HGL House,
Widely Project, and GoodsDept.
4. We will try to sell the products in Singapore since we already have two offers for partnership. For
other countries, we will join events by joining booth with our relatives.
5. We will try to collaborate with well-known brands or designers for limited product.

For operation strategy:

1. Update inventory data for the remaining ready stock products available for sales during the
product development
2. Product development from the measurement, material combination, chain, packaging, and
design.

For financial strategy:

1. Since sales strategy only focuses on social media and public relation, we want to see how many
revenues we can generate from those tools, how many net profit we can gain, how many cash
can be retained for ownership or development, and how many cash we can use for salaries.

Overall, during the next 3 months, our main focus will be about getting our business to stable so that
afterwards we can build the more suitable business plan and marketing plan for the next whole year.

43
APPENDIX

44
PRODUCTION TIMELINE
ON BUSINESS PLAN
NOV DEC JAN FEB MAR APR
Products Name Job List
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Wood Craftmen 30 30
Brass All
Visual 30 30
Authentic Clutch
Sewing Production 30 30
Packaging All
Finishing
Wood Craftmen 40 60 35
Brass All
Urban Clutch Acrylic 40 60 35
Sewing Production 40 60 35
Packaging All
Finishing
Wood Craftment 60 60 60
Sewing Production 60 60 60
Folks Bucket Bag Brass All
Packaging All
Finishing
-

45
ACTUAL
NOV DEC JAN FEB MAR APR
Products Name Job List
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Wood Craftmen 5 25 30 25
Brass All
Visual 30 30 25
Authentic Clutch
Sewing Production 5 25 30 25
Packaging All
Finishing
Wood Craftmen 17 23 34 50 11
Brass All
Urban Clutch Acrylic 40 60 35
Sewing Production 17 23 34 35 11
Packaging All
Finishing
Wood Craftment 60 125
Sewing Production 27 80 76
Folks Bucket Bag Brass All
Packaging All
Finishing

We think that the biggest problem from production is on the wood processing. Authentic and Urban clutch were late because of defected products and vendor itself cant predict the exact time that our product
will be finished because they also still develop the quality of our product. Even though they have better quality than our Authentic wood vendor, still, timeline cant be postdated because it would be disrupt
existing timeline and its coordination with sales timeline. We decided to move our production of Urban Clutch to Authentic wood vendor which have faster time production.

46
OPERATION STRATEGY
SUPPLY CHAIN
For supply chain, we applied some strategy, such as:

- We search the cheapest store that provide our materials and buy in big amount to get special
discount for materials rate and the store that provide free shipping or nearest store with our
location that will save more time and cost.
- In movement of goods, we try to save more cost with regulating the movement of goods that
usually done twice but we change it just for one movement. Like when we move Urban to
sewing service, we take back authentic to inventory from sewing service too. We always
applied this strategy because save more time and cost.

QUALITY CONTROL
For quality control, we always check the product every step of production and we always give
a deadline before the actual deadline to the vendor. So, if there are some defects, we ask the
vendor to repair it again max in 3 days that we agreed in agreement before.

INVENTORY
For the inventory, we provide an online sheet that informs company members how many
stock of products available on inventory. So the company members will not wait the response
from operation when ask how many the products is available.

Then for selling, we have a sheet to that recognize a product according their type/model, if
anyone wants to booking or buy a product they must fill the form then Popy & Sabil will input
the data then separate the product according their type. So it make the data collection on
inventory easier to collect.

DELIVERY SYSTEM
For delivery system we have three days of shipping, Monday, Wednesday, and Friday. If
anyone wants to ship their product, they must confirm to shipping team D-1 then product will
be sent on that day. If the confirmation passed D-1, the product will be sent on next shipping
day. This strategy we apply to make us to collect the data and prepare the products well.

Then we offer shipping type, such as insurance or selection day delivery. And we make
cooperation with JNE ITB.

VENDOR AND COMPANY RELATIONSHIP


When we visit the vendor, we bring some foods and talks with the vendor like a family. Take
some times just to talk with vendor like share about our experience, ask about their lifes, and
many more.

47
INVENTORY SYSTEM
PLANNED
1. A storage system
- When the product and other goods come from vendor, we use cardboards covered to avoid
them from bumping with other goods.
- Separate the goods based on needs of each product, such as we separated types of chains for
Urban clutch and for Authentic clutch in different cardboards. And also we entered each chain
into small plastic to make us easier when packing them based on types of the product.
- Goods are still in warehouse to be stored and always before being sold to consumers.
- Make a spread sheet to record every inflows and outflows the goods.
2. Classification System Storage Of Goods
For the classification of the storage of goods:
- Box for Authentic
- Goodie Bag for Urban Clutch and FOLKS
- Paper Bag for all types of product
- Chains for Urban Clutch and Chains for Authentic Clutch
- Greeting Card, pricetag and labelling are united and included in box
- Urban Klache we stored it in one cardboard
- Authentic Klache we stored it in one cardboard
- Entering Folks based on the color into different plastic package in storage.
3. Sales System of Goods Inventory (FIFO Method)
The reason why we used First In First Out method are:
- Make us easier to record and book keeping process
- To simplify the entry-exit the goods
- To make sure that there is no goods stored in warehouse too long.
4. Coding the Product
- We make a production code base on types of the product
- Code of each product will contain 7-8 digits of number and letter, ex: AU001WH ( It means
the product is Authentic with the color is White which first out from warehouse)

ACTUAL
We did the inventory system as we planned well. We just made several changes such as

- We changes the production code because we want to simplify it and we have a new types of
product as Authentic clutch in two colors: Natural and White. And also FOLKS have 3 colors:
Black, White and Brown.
- We used plastic package to covered FOLKS and avoid them from the dust.
- We changes the location of our warehouse that we have planned before.

48
Warehouse

At Jalan Pelesiran no 21 RT. 01 RW. 05, Kelurahan Taman Sari, Kecamatan Bandung Wetan, Kota Bandung.

Batch Type Design Color Code Format

AU Natural AUS001

BL UBD001BL

D TS UBD001TS

PI UBD001PI

BL UBI001BL
UB I
1 PI UBI001PI

BL UBL001BL

L TS UBL001TS

PI UBL001PI

FLK BL FLK1BL

Batch Type Design Color Code Format

Natural AUS001
AU
WH AUS001WH
BL UBD001BL
D TS UBD001TS
PI UBD001PI
BL UBI001BL
UB I
2 PI UBI001PI
BL UBL001BL
L TS UBL001TS
PI UBL001PI
BL FLK001BL

FLK WH FLK001WH

BW FLK001BW

49
PERSONAL SELLING RESULT
No Molkanian Authentic Urban Folks Status
Target Sales Target Sales Target Sales
Above Target
1 Sulistia 4 4 6 8 6 7 (Urban and Folks)
2 Ligar 1 1 4 4 6 6 Meet The Target
Above Target (All
3 Sarah 5 6 4 11 6 8
target)
Above Target
4 Florence 4 4 4 7 6 11
(Urban and Folks)
5 Arif 1 1 4 4 6 6 Meet The Target
Above
6 Salsabila 3 4 4 5 6 6 Target(Authentic
and Urban)
1 1 4 4 6 7 Above Target
7 Popy
(Folks)
8 Farla 2 2 3 3 6 6 Meet The Target
Fathur 1 1 4 3 6 6 Under
9
Rahman Target(Urban)
10 Egi 1 0 4 1 6 1 Under Target
11 Helmi 2 2 4 4 6 6 Meet The Target
Above Target
12 Dania 8 8 6 6 6 7
(Folks)
Above Target
13 Lidya 4 4 7 8 6 6
(Urban)
14 Stacia 3 3 5 5 5 5 Meet The Target
Above The
15 Dicky 2 2 6 7 6 6
Target(Urban)
16 Febri 1 0 4 0 6 4 Under Target
17 Afiq 3 3 3 3 6 6 Meet The Target
Above Target
18 Jose 2 2 4 5 6 13
(Urban and Folks)
Above Target
19 Getha 3 3 5 9 5 5
(Urban)
20 Ariel 2 2 4 4 6 6 Meet The Target

At the end of IBE, 85% of our member (17 people) could meet the target and even surpass the target
although there are still 3 people who do not meet the target. In process of doing personal selling our
company has strategy by making several programs:

1. Sales Sharing Session


To know more about the condition of personal selling process, we held a sharing session that
focused on discussing the personal selling strategies & problems. The session was held every
2 weeks.

2. Convert Target
Some of our members face difficulties in selling specific type of product and feel easier to sell
the other products. To solved this problem, we let our company members to convert their
personal selling target (e.g. 1 Authentic clutch can be converted to 2 Urban clutches)

3. Reduce Target as Incentives


Each member of company got 1 target reduction as a form of appreciation for every hard
work that theyve done for the company.

4. Widen Authentic Clutch Target Market


We tried to widen our Authentic clutch target market by simply reduced the price of our
Authentic clutch and encourage our member to sell more to the stranger because we believe

50
our product can be more well known if the buyer mostly from stranger. By reducing the price,
we got more buyers from stranger.

MARKETING ACHIEVEMENTS
1. OFFLINE MEDIAS REVIEW
Product Exposure by Bandung Ekspress (February 2016)

We were being interviewed via online by Bandung Ekspress in February 2016. This chance was such a big
opportunity for us to increase our brand awareness, especially in Bandung.
Product Exposure by Etalase TRANS 7 (April 2016)

Our products were being exposed on Etalase program for TRANS 7 on April 2016. This marketing activity
gave such a big impact for us, including the increasing in our sales and followers on Instagram.

Product Exposure by Provoke! (April 2016)

Provoke is a magazine for youngsters in Indonesia and people could get this magazine for free. We were
being featured on Provoke! Magazine on April 2016 and it really helped us to increase our brand
awareness.
Product Exposure by NEWSLOG MetroTV (April 2016)

51
NEWSLOG is one of MetroTV programs that focuses on local creations. We were invited by Metro TV to
be interviewed on April 2016 to introduce our products to the society since all of the materials that we
use were came from Indonesia. This TV program was really impactful for our brand awareness, brand
trust, and sales.
Product Exposure by Buatan Indonesia TVRI (April 2016)

Buatan Indonesia is one of TVRI programs that focuses on discussing local brands and local creations. We
were invited by TVRI on April 2016, to be interviewed in this program. This marketing activity was really
helpful for us to increase our brand awareness, brand trust, and sales.

Product Exposure by 8eh ITB

8eh ITB is an ITB radio community. One of 8eh ITB programs is Open for Business, the program itself is
focus on discussing businesses. We were invited & being interviewed for this program, and was airing live
on April 25th, 2016.

2. ONLINE MEDIAS REVIEW


Product Exposure by NYLON Magazine Indonesia Online (March 2016)

Our products were being featured on March 2016 in NYLON Magazine Indonesia Online Article. We
thought it was a great opportunity for us to be featured by NYLON Magazine Indonesia since we know
that the target market of NYLON Magazine is the same as ours. Besides, we also supported quiz that held
by NYLON by giving 3 of our Urban clutches as gifts for the winner of the quiz.
Product Exposure by Roi-Radio (April 2016)

52
Roi-Radio is an information-based media convergence in Bandung. Our product was being reviewed by
this online media in April 2016 and posted on their social media & website.

Product Exposure by Provoke! Online article (April 2016)

Provoke is a magazine for youngsters in Indonesia. People could get this magazine for free. People could
also read Provoke! Online via their website. We were being featured on Provoke! Magazine online on
April 2016 as we were being featured on their printed/offline magazine.

Product Exposure by Money.Id (April 2016)

Money.Id was interviewed us in Localfest. 5.2 They wrote online article about our products and was
published on their website.

Product Exposure by Indonesia Creative Channel - Platform.Id (April 2016)

Indonesia Creative Channel by Platform.Id is a youtube channel thats focusing on creations that were
made by Indonesia. We were interviewed by this media in Localfest 5.2.

Product Exposure by FMTV (SWARNA) (April 2016)

53
FMTV by SWARNA is one of YouTube channels that was being partnership of Localfest 5.2. We were being
interviewed by this media in Localfest 5.2 and the result was published on their YouTube channel.

3. FASHION BLOGGERS REVIEW

Product Review by Nadia Yasmeen


Nadia Yasmeen was one of Indonesias blogger that like to review products. We chose her and asked her
to review our products because simply we think that she might represent our target market well. The
review was published on her Instagram & Blog in April 2016.

4. ENDORSERS
1. Ranie Untara

Ranie Untara is one of Instagram influencer with 15.5k followers that we thought could
represent our target market, especially for out Authentic clutch. She is also the owner of
Butterfield Kitchen. Thats why beside endorse, we also made partnership with Butterfield
Kitchen during Valentine.

2. Ratu Ashila

Ratu Ashila is one of endorsers that we thought could represent our Urban clutch target
markets. She has 12.6K followers on her Instagram that is why we endorsed her.

3. Anelies Praramadhani

Anelies Praramadhani was endorsed in order to increase our brand awareness for our target
markets in Jogjakarta since people known her as one of the most influential person in

54
Jogjakarta. She has 2,722 followers on her Instagram and we thought she could also represent
our target markets for our Folks bucket bag.

4. Ayla Dimitri

Ayla Dimitri is one of the most influential person in Indonesias fashion. People know that she
has a high taste in fashion and that is why we chose to endorse her. She 129K followers on
her Instagram and the effect of her endorse was really real that it increased our followers on
Instagram up to 80 followers within 2 days.

5. OFFERINGS & OPPORTUNITIES FOR KLACH

1. Localbrand.co.id
We were being offered by Localbrand.co.id to join their online consignment since we also
already joined their event, Localfest 5.2. But then again, we realized that we need to done
several process and we planned to start this online consignment on Localbrand.co.id in August
2016.

2. Shopdeca
Shopdeca is one of the well-known webstore in Indonesia. We thought that the target market
of Shopdeca might be the same as ours. Thats why we accepted their offer to join in the
online consignment on their website but we would start it in August 2016.

3. Ak.sa.ra
Ak.sa.ra is the place where you can find all the wonderful books, cutting edge music &
incredible gifts. The manager of ak.sa.ra thought that our products might fit with ak.sa.ra
concept thats why she asked us to join the consignment. But on the other hand, she also
thought that we somehow need to increase the quality control of our products before we
really start the consignment with ak.sa.ra

4. Group Hunt
Group Hunt is an online wholesale store in Singapore. The owner of Group Hunt was really
interested with our products and he saw our products in Localfest 5.2. He offered us to join
Group Hunt but we still negotiate the rates for the shipping & products.

5. Brand Outlet
Brand Outlet is basically an online consignment that was developed by MNC group. This online
consignment is quite new but we see that the target market for this online consignment is
middle-high and we thought it might fit with our target market.

6. Bobobobo
Bobobobo is an online shop that weaves together travel, fashion, and lifestyle products. We
thought this online consignment is really credible and we thought that Bobobobo target
market might be the same as ours. Thats why we planned to join their online consignment.

55
BUSINESS VALUATION (PROFORMA)
MOLKA COMPANY
Proforma Income Statement
Most Likely Projection
in period of Month 1 to Month 12

Description Driver Ratio Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Sales Revenue 4-period moving average Rp 42,971,250 Rp 47,116,813 Rp 51,142,766 Rp 53,807,957 Rp 48,759,696 Rp 50,206,808 Rp 50,979,307 Rp 50,938,442 Rp 50,221,063 Rp 50,586,405 Rp 50,681,304 Rp 50,606,804
Less: Sales Promotion % of Sales 4% Rp 1,718,850 Rp 1,884,673 Rp 2,045,711 Rp 2,152,318 Rp 1,950,388 Rp 2,008,272 Rp 2,039,172 Rp 2,037,538 Rp 2,008,843 Rp 2,023,456 Rp 2,027,252 Rp 2,024,272
Net Sales Revenue Rp 41,252,400 Rp 45,232,140 Rp 49,097,055 Rp 51,655,639 Rp 46,809,308 Rp 48,198,536 Rp 48,940,134 Rp 48,900,904 Rp 48,212,221 Rp 48,562,949 Rp 48,654,052 Rp 48,582,531
COGS % of Sales 46% Rp 19,766,775 Rp 21,673,734 Rp 23,525,672 Rp 24,751,660 Rp 22,429,460 Rp 23,095,132 Rp 23,450,481 Rp 23,431,683 Rp 23,101,689 Rp 23,269,746 Rp 23,313,400 Rp 23,279,130
Gross Profit Rp 21,485,625 Rp 23,558,406 Rp 25,571,383 Rp 26,903,979 Rp 24,379,848 Rp 25,103,404 Rp 25,489,653 Rp 25,469,221 Rp 25,110,532 Rp 25,293,202 Rp 25,340,652 Rp 25,303,402
Less: Operating Expenses
Marketing Expense
Social Media Judgemental Rp 50,000 Rp - Rp - Rp - Rp - Rp - Rp 50,000 Rp - Rp - Rp - Rp - Rp -
Photographer Judgemental Rp 500,000 Rp - Rp - Rp 500,000 Rp - Rp - Rp 500,000 Rp - Rp - Rp 500,000 Rp - Rp -
Endorse Judgemental Rp 299,000 Rp 479,000 Rp 299,000 Rp 479,000 Rp 299,000 Rp 479,000 Rp 299,000 Rp 479,000 Rp 299,000 Rp 479,000 Rp 299,000 Rp 479,000
Voucher Judgemental Rp - Rp - Rp 300,000 Rp - Rp - Rp 300,000 Rp - Rp - Rp 300,000 Rp - Rp - Rp 300,000
Catalog Judgemental Rp 50,000 Rp - Rp - Rp 50,000 Rp - Rp - Rp 50,000 Rp - Rp - Rp 50,000 Rp - Rp -
Event Judgemental Rp 4,500,000 Rp 4,500,000 Rp 4,500,000 Rp 4,500,000 Rp 4,500,000 Rp 4,500,000 Rp 4,500,000 Rp 4,500,000 Rp 4,500,000 Rp 4,500,000 Rp 4,500,000 Rp 4,500,000
Media Program Judgemental Rp 300,000 Rp - Rp - Rp 300,000 Rp - Rp - Rp 300,000 Rp - Rp - Rp 300,000 Rp - Rp -
Event Preparation Judgemental Rp 500,000 Rp 500,000 Rp 500,000 Rp 500,000 Rp 500,000 Rp 500,000 Rp 500,000 Rp 500,000 Rp 500,000 Rp 500,000 Rp 500,000 Rp 500,000
Total Marketing Expense Rp 6,199,000 Rp 5,479,000 Rp 5,599,000 Rp 6,329,000 Rp 5,299,000 Rp 5,779,000 Rp 6,199,000 Rp 5,479,000 Rp 5,599,000 Rp 6,329,000 Rp 5,299,000 Rp 5,779,000
Packaging Expense Judgemental Rp 3,650,000 Rp - Rp - Rp - Rp 3,650,000 Rp - Rp - Rp - Rp 3,650,000 Rp - Rp - Rp -
Salaries Expense Judgemental Rp 6,500,000 Rp 6,500,000 Rp 6,500,000 Rp 6,500,000 Rp 6,500,000 Rp 6,500,000 Rp 6,500,000 Rp 6,500,000 Rp 6,500,000 Rp 6,500,000 Rp 6,500,000 Rp 6,500,000
Administrative Expense Judgemental Rp 1,000,000 Rp 1,000,000 Rp 1,000,000 Rp 1,000,000 Rp 1,000,000 Rp 1,000,000 Rp 1,000,000 Rp 1,000,000 Rp 1,000,000 Rp 1,000,000 Rp 1,000,000 Rp 1,000,000
Other Expenses Judgemental Rp 2,300 Rp 2,300 Rp 2,300 Rp 2,300 Rp 2,300 Rp 2,300 Rp 2,300 Rp 2,300 Rp 2,300 Rp 2,300 Rp 2,300 Rp 2,300
Total Operating Expense Rp 17,351,300 Rp 12,981,300 Rp 13,101,300 Rp 13,831,300 Rp 16,451,300 Rp 13,281,300 Rp 13,701,300 Rp 12,981,300 Rp 16,751,300 Rp 13,831,300 Rp 12,801,300 Rp 13,281,300
EBITDA Rp 4,134,325 Rp 10,577,106 Rp 12,470,083 Rp 13,072,679 Rp 7,928,548 Rp 11,822,104 Rp 11,788,353 Rp 12,487,921 Rp 8,359,232 Rp 11,461,902 Rp 12,539,352 Rp 12,022,102
Depreciation Judgemental Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp -
EBIT Rp 4,134,325 Rp 10,577,106 Rp 12,470,083 Rp 13,072,679 Rp 7,928,548 Rp 11,822,104 Rp 11,788,353 Rp 12,487,921 Rp 8,359,232 Rp 11,461,902 Rp 12,539,352 Rp 12,022,102
Interest Income Average Rp 33,840 Rp 33,840 Rp 33,840 Rp 33,840 Rp 33,840 Rp 33,840 Rp 33,840 Rp 33,840 Rp 33,840 Rp 33,840 Rp 33,840 Rp 33,840
Interest Expense Average Rp 35,000 Rp 35,000 Rp 35,000 Rp 35,000 Rp 35,000 Rp 35,000 Rp 35,000 Rp 35,000 Rp 35,000 Rp 35,000 Rp 35,000 Rp 35,000
EBT Rp 4,133,165 Rp 10,575,946 Rp 12,468,923 Rp 13,071,519 Rp 7,927,388 Rp 11,820,944 Rp 11,787,193 Rp 12,486,761 Rp 8,358,072 Rp 11,460,742 Rp 12,538,192 Rp 12,020,942
Tax % of EBT 1% Rp 41,332 Rp 105,759 Rp 124,689 Rp 130,715 Rp 79,274 Rp 118,209 Rp 117,872 Rp 124,868 Rp 83,581 Rp 114,607 Rp 125,382 Rp 120,209
NET PROFIT Rp 4,091,833 Rp 10,470,187 Rp 12,344,234 Rp 12,940,803 Rp 7,848,114 Rp 11,702,734 Rp 11,669,321 Rp 12,361,893 Rp 8,274,491 Rp 11,346,135 Rp 12,412,810 Rp 11,900,732

56
MOLKA COMPANY
Proforma Balance Sheet
Most Likely Projection
in period of Month 1 to Month 12

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
ASSET
Current Asset
Cash Rp 34,864,695 Rp 45,334,882 Rp 57,679,116 Rp 70,619,919 Rp 78,468,033 Rp 90,170,768 Rp 101,840,089 Rp 114,201,983 Rp 122,476,473 Rp 133,822,609 Rp 146,235,419 Rp 158,136,151
Cash Collateral Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp -
Inventory Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp -
Total Current Asset Rp 34,864,695 Rp 45,334,882 Rp 57,679,116 Rp 70,619,919 Rp 78,468,033 Rp 90,170,768 Rp 101,840,089 Rp 114,201,983 Rp 122,476,473 Rp 133,822,609 Rp 146,235,419 Rp 158,136,151
Long Term Asset Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp -
TOTAL ASSET Rp 34,864,695 Rp 45,334,882 Rp 57,679,116 Rp 70,619,919 Rp 78,468,033 Rp 90,170,768 Rp 101,840,089 Rp 114,201,983 Rp 122,476,473 Rp 133,822,609 Rp 146,235,419 Rp 158,136,151
LIABILITY AND EQUITY
Current Liabilities
Bank Loan Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp -
Total Current Liabilities Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp -
Long Term Liabilities Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp -
Total Liabilities Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp -
Equity
Share Capital Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp -
Donated Capital Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp -
Retained Earnings Rp 34,864,695 Rp 45,334,882 Rp 57,679,116 Rp 70,619,919 Rp 78,468,033 Rp 90,170,768 Rp 101,840,089 Rp 114,201,983 Rp 122,476,473 Rp 133,822,609 Rp 146,235,419 Rp 158,136,151
Total Equity Rp 34,864,695 Rp 45,334,882 Rp 57,679,116 Rp 70,619,919 Rp 78,468,033 Rp 90,170,768 Rp 101,840,089 Rp 114,201,983 Rp 122,476,473 Rp 133,822,609 Rp 146,235,419 Rp 158,136,151
TOTAL LIABILITY AND EQUITY Rp 34,864,695 Rp 45,334,882 Rp 57,679,116 Rp 70,619,919 Rp 78,468,033 Rp 90,170,768 Rp 101,840,089 Rp 114,201,983 Rp 122,476,473 Rp 133,822,609 Rp 146,235,419 Rp 158,136,151

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
NOPAT Rp 4,092,982 Rp 10,471,335 Rp 12,345,382 Rp 12,941,952 Rp 7,849,263 Rp 11,703,883 Rp 11,670,470 Rp 12,363,042 Rp 8,275,639 Rp 11,347,283 Rp 12,413,959 Rp 11,901,881
OCF Rp 4,092,982 Rp 10,471,335 Rp 12,345,382 Rp 12,941,952 Rp 7,849,263 Rp 11,703,883 Rp 11,670,470 Rp 12,363,042 Rp 8,275,639 Rp 11,347,283 Rp 12,413,959 Rp 11,901,881
NFAI Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp -
Change CA Rp (27,108,167) Rp 10,470,187 Rp 12,344,234 Rp 12,940,803 Rp 7,848,114 Rp 11,702,735 Rp 11,669,321 Rp 12,361,894 Rp 8,274,490 Rp 11,346,136 Rp 12,412,810 Rp 11,900,732
Change CL Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp -
NCAI Rp (27,108,167) Rp 10,470,187 Rp 12,344,234 Rp 12,940,803 Rp 7,848,114 Rp 11,702,735 Rp 11,669,321 Rp 12,361,894 Rp 8,274,490 Rp 11,346,136 Rp 12,412,810 Rp 11,900,732
FCF Rp 31,201,149 Rp 1,148 Rp 1,148 Rp 1,149 Rp 1,149 Rp 1,148 Rp 1,149 Rp 1,148 Rp 1,149 Rp 1,147 Rp 1,149 Rp 1,149

57