Aligning business strategy of incubator center and tenants

Yudha Prasetyawan, Elly Agustiani, and Sari Jumayla

Citation: AIP Conference Proceedings 1855, 030021 (2017); doi: 10.1063/1.4985491

View online: http://dx.doi.org/10.1063/1.4985491
View Table of Contents: http://aip.scitation.org/toc/apc/1855/1
Published by the American Institute of Physics
Aligning Business Strategy of Incubator Center and Tenants
Yudha Prasetyawan1, a), Elly Agustiani2, b) and Sari Jumayla1, c)
1
Industrial Engineering Department, Institut Teknologi Sepuluh Nopember Surabaya, Indonesia. Kampus ITS
Keputih Sukolilo Surabaya, Indonesia 60111.
2
Chemical Engineering Department, Institut Teknologi Sepuluh Nopember Surabaya, Indonesia. Kampus ITS
Keputih Sukolilo Surabaya, Indonesia 60111.
a)
Corresponding authors: yudhaprase@gmail.com
b)
ellyagustiani@yahoo.com
c)
sjumayla@gmail.com

Abstract. Incubator center is developed to help a particular group of small business players to achieve the expected
business growth. In this center, business players often called as tenants will get assistances in pertaining with space,
professional network, marketing, investment or funding, and training to improve their business capability. There are three
types of incubator center, namely universities that help their alumni or business people in their surrounded area, company
that supports small business as the corporate social responsibility, and independent organizations that have specialties in
the business development. Some might success in increasing the capacity of the tenants, while other can have difficulties
to increase the simplest business capability, e.g., to define the production cost to measure the profit. This study was
intended to propose a model to align the business strategy between incubator center and its tenants. The sales and profit
growth are the main priorities for the tenants together with their business capability and sustainability. The proposed
alignment model provides measurement tools that link the motivation of tenants for joining the incubation process with
the mission of incubator center. The linkage covered the key performance indicators (KPI), steps to achieve the target and
evaluation tools to improve the current handicaps. An experiment on 4 (four) diverse business fields of the tenants of an
incubator center was performed to test the model. As a result, the increase of KPI of incubator center will simultaneously
yield a higher value of the WHQDQWV¶VDOHV

INTRODUCTION
A powerful start-up business player is needed in current tight business competition. Powerful here means the
start-up business players should have sufficient endurance to face failure and ability to seek potential opportunity for
gaining maximum profit. However, most of them only have limited capability in initiating a business although they
have a propensity to possess high spirit for understanding the current business environment, following the strategy
of the successful players, and producing the idea to solve the business problem. The lofty energy of new business
players would achieve better result with the guidance from experienced person or organization like incubator center.
The guidance may include the experiences for pursuing new customers, hunting the right suppliers, getting trust
from the investors, and managing the business growth and sustainability.
Incubator center has three different main organizations. The first is the government and non-government
organization (NGO) that have no profit orientation but creating job opportunities. The second is universities or
education institutions that disseminate their researches and innovations. The third is private organizations or
companies that seek for profit and extend their business networks. Based on their different missions, a typical
incubator center should have a specific strategy and communicate it with their tenants. Tenants as startup players
can choose which organization will be suitable for them where they might join one institution or more. However,
business ethics and agreement should be explicated in advance to avoid any conflict of interest. The model has been
offered as shared industrial incubator, semi-share industrial incubator, and non-shared industrial incubation [1]. A
bigger advantage has been identified for non-shared type rather than others in case of the acquisition, initial
investment, and flexibility. The non-profit institution often put the money or investment without having appropriate

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mitigation steps to face the business risk. On the other hand, the profit-oriented organization will be very careful to
calculate every potential lost in any level of business risk.
Tenants are the primary key in incubation process as they can specifically choose how the business is operated,
which product is produced, and how to achieve business development. Thus, a strong motivation should be included
in each factor in incubation process framework. It is also important to include person with disabilities in an equal
condition with other tenants as well. Mutual respect and professional friendship, commitment, credibility and stature
in disability would be the basic foundation in order to have a promising business future [2]. The tenants presume
that incubator center will be their partner with the same vision towards their business and to address their
drawbacks. The factors in the incubation process are the technological factor, organization and human resource
development, and innovation capability [3]. To achieve better business performance, the combination of governance,
infrastructure, scenarios, and strategic development should be evaluated to find the optimum result [4].
Business sustainability is a crucial point of success in business incubation process, as this can be applied to both
tenants and incubator center. Sustainability means the determined activities during the pre-incubation to have
innovation and business assessment; incubation to have mentoring and advanced business planning; and post-
incubation to have further commercialization and business development [5]. Basically, incubator center classifies
two stages in the incubation process: the first 0-3 years as the stage of powerful spirit and the next 3-5 years as the
stage to determine the survival or business growth in the future. Those stages require the absorptive capacity for
receiving knowledge sources and complementary experiences as the competitive advantage through acquisition,
assimilation, transformation and exploitation [6].
Finally, incubator center will find the optimal way related with the space, service, counseling or mentoring, and
financial access to achieve the maximum target number of tenants who can pass the incubation process. Meanwhile,
tenants will follow the process at their maximum capability to obtain the best result of business creation and growth.
A comprehensive understanding of business process plays a vital role in the business where it is not merely the
capacity for selling products or gaining maximum profit. Thus, the alignment of mission and activities between
incubator center and tenants should cover the managing process (MP), core process (CP), and support process (SP)
in a complete package of business process [7].

LITERATURE REVIEW
Incubator center or business incubator is intended to provide technical assistance service, which is different with
the Scientific Technologic Park (STP) that offers services to transform innovation or technology into an actual form
of Small to Medium Enterprises (SME) [8]. However, it is common for STP to have incubator center to assist the
SMEs as the tenants. STP and incubator center were initiated in 1951 in California and spread over the world with
diverse patterns. Generally, STP becomes the first stage to create new business that is followed by incubator center
as the stage to enhance the capability of start-up players. Meanwhile in several cases, incubator center becomes the
initial stage for the start-up players due to the very tight competition between SMEs and large scale companies.
Furthermore, the business environment within a particular country will also affect the tenants¶ GHYHORSPHQW.
Several factors such as the cost of contract enforcement, property rights, labor markets, fiscal burden, trade barriers
and bankruptcy regulation might be a high cost for the tenants [9]. In many occasions, tenants at the SME level
cannot face the business competition because they do not have sufficient capital to produce the desirable product.
Consequently, tenants tend to seek for niche market in order to gain a small amount of profit to enhance their future
investment. For some reasons, the loan from a financial institution is not an option. Thus, an understanding of cost
structure and revenue stream as illustrated in a common business model is required to recognize clear and hidden
opportunities [10].

The Role of Incubator Center

Incubator center has the primary mission of bringing the start-up players or tenants into independent business
players. Although the main organization behind each incubator center is diverse, the collaboration among them
would be beneficial for tenants. An initiated collaboration among industry, researchers and institution, government,
financial institution, and civil society such as users and customers, will address the conducive factors, obstacles, and
remarks for further recommendation [11]. Furthermore, STP as cooperation between government and education
institution can also find the potential resources within a local area and identify the strength and problem [12]. In
terms of the local socio-economic problem, a joint program between academia, business and government can also

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provide the potential commodity that can be created by tenants [13]. Thus, cooperation agenda will always be the
best way to boost the number of start-up players and new potential products.
Based on the inspiration of collaborative action and recommendation, the role of incubator center can be
extended into several functions of partial mentoring such as consultation points and entrepreneurship support centers
[14]. However, the basic function of dealing with tenants should be the main priority while the extended function
can attract potential investors and potential tenants. Entrepreneurship policy issued by the government would also be
the input for the upcoming tenants [15] by clear mapping of region and citizen skill or ability [16]. This can be done
by selecting the best candidates of entrepreneurship idea and listing them as tenants. The cooperation, competitors,
the next-generation interest and lack of access to large business are still big problems in providing friendly
environment to grow tenants as SME [17]. Figure 1 summarizes the role of a good incubator center, as the whole
process will reduce difficulties and create extended function, while collaboration and mapping become the input of
potential tenants. The process shows specialties of each level of business process and incubation stage by face to
face for talking, walking in front for guiding, walking side by side for mentoring and walking from behind for
supporting.

FIGURE 1. The role of incubator center

University incubator center, in particular, has the responsibility to discover new product as a result of academic
research. The sources can be derived from the innovative activities and researches from the students and academic
staffs. The critical factor is the availability of potential licensees that can be converted into commercialization [18].
Collaboration between university and companies is very important for the model of single relation or clustered
relation for each business field [19]. Thus, a medium to long-termed business strategy for WHQDQWV¶ development can
be set, implemented and improved [20]. In addition the tenants of the private, NGO or other types of incubator
center are commonly the local people. It can be such a burden due to the various backgrounds and business levels. A
business trust is relatively hard to be established due the absence of previous relationship experience. However, the
collaboration between stakeholders plays a significant role to build a strong business climate and condition [21]. In
overall, incubator center should continuously manage proper entry requirement, sufficient number of incubated and
graduated firms, optimum period of incubation, and number of generated jobs [22]. Finally, venture capital has a
very significant influence on the business growth. A sustainable venture capital requires more flexible natures such
as practical idealism, startup failure compromise, slow-returned investment, long-termed nurturing and willing to
seek activities synergy [23]. A venture capitalist is expected to have experience at least 4²10 years [24].

Tenants Participation
Even though tenants are the object of mentoring evaluation and performance evaluation, they also manage the
overall incubation process activities in order to achieve the maximum result. Tenants should possess the
characteristics of innovative, proactive, risk taker, entrepreneurial intention, and willing to commercialize since
these variables are interrelated [25]. The DVVHVVPHQW RQ WHQDQWV¶ business capability is crucial that is performed
based on MP, CP, and SP. MP level is used to define the strategic level of WHQDQWV¶capability to achieve the business

030021-3
sustainability. CP level is used to define the operational level of WHQDQWV¶capability to create a valuable product for
the customer, that involves the ability to discover an innovative product, produce the expected quantity and provide
a better quality GXH WR SURGXFW¶V shorter life cycle. SP level is used to define the additional level of WHQDQWV¶
capability to have more effective and efficient process to support the business process that involve the ability to
choose the correct option for financial recording and reporting, increase the level of autonomous maintenance,
information technology support and dynamic human resource development since the present and future activities are
dynamic and diverse.
7HQDQWV¶Sarticipation can be divided into three categories, namely the potential entrance, willingness and spirit
of graduation. The potential entrance will be affected by the previous orientation of entrepreneurship and local
business index. Previous orientation means the tenants¶ orientation after completing their studies such as to be an
employee, an absence of any plan, to be entrepreneur and strong willing to be an entrepreneur [26]. Meanwhile,
business index means number of company in the surrounded area and the variety of business [27]. The duration of
incubation process is approximately 2-4 years, thus the willingness to join the process should be very high as tenants
have to attend many activities [28]. Some tenants might enjoy the incubation process since it discusses each aspect
of their business [29]. Spirit of graduation will encourage the tenants to become the great and independent players in
their business.
Innovation and motivation will be the main factors in IRUPLQJWKHWHQDQWV¶ZLOOLQJQHVVDQGFDSDELOLW\,QQRYDWLRQ
will follow the path of idea generation, idea conversion and idea diffusion [30], or the steps toward innovation
capability and innovation success [31]. However, innovation depends on the collaborative network such as
considering policies and process, external funding acquirement, promotion of collaborative innovation within the
network, and collaboration of management with partners [32]. To achieve a better result, innovation should be
merged with technology transfer [33]. Motivation generally depends on social norms, entrepreneurial intention [34],
technical skills, management practices [35], and ease of access to expected resources [36]. The combination of those
IDFWRUV LQ ZLOO HQKDQFH WKH WHQDQWV¶ PRWLYDWLRQ The summary of integrated innovation, motivation, DQG WHQDQWV¶
participation is illustrated in Fig. 2.

FIGURE 2. The role of tenants.

Key Performance Indicators

Key Performance Indicators (KPI) is the value of incubator center and tenants¶ SHUIRUPDQFH. An alert for
competition, potential investment, and technology improvement is very important since the future challenge might
be difficult to be predicted. In this study, the possibility of measuring overall business performance was performed
using the framework Computer Integrated Manufacturing System Open System Architecture (CIMOSA). CIMOSA
offers a wide range of integrated system application inside a business process [37], that could be applied in this
study to determine possible relationship between business process and product life cycle or business process and
business maturity as expected in each stage of the incubation process. A sales increase by 10% per year was
determined as minimum value for the tenant that indicated the successful development. The ultimate goal of
incubator center is to increase the number of tenants who graduate from incubation center. Similar to the academic

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process, the incubation process is expected to enhance WHQDQWV¶ business capability through the process of learning
and experience. Learning is obtained through different methods such as mentoring, reading and observing the
potential competitors. Furthermore, experience is to test the market through product launch, mechanism of product
certification, business selection, and the risk.
KPI can be defined into three values, namely business sustainability value, operational value, and relationship
value. First, business sustainability value entails WKH WHQDQW ILUPV¶ VDOHV JURZWK HPSOR\PHQW JURZWK DQG SURILW
growth [38]. Second, an operational value includes the innovation approach, interaction with business market
environment, and innovation process management within product development [39]. Third, relationship value
involves human and financial resources, mutual interdependencies, and commitment of different stakeholders [40].
Those values and their components will be represented as the success of business sustainability for MP, operational
for CP, and relationship for SP.

METHODOLOGY
This study was an attempt to generate business strategy alignment between incubator center and tenants.
Observation showed that an incubator center with high number of tenants frequently have difficulties in personal
mentoring while incubator center with small number of tenants shows a low business impact within the surrounded
area. This study offered an alignment model between incubator center and its tenants to maximize business
capability and sustainability through the available resources. It was initiated by measuring the gap between the target
and current condition and followed by a set of recommended actions within the different future challenges. In
particular, incubation process was focused on the business results rather than empowering tenants based on MP, CP,
SP in order to achieve business sustainability through integrative capability. The literature research focused on the
business strategy of incubation center that had been explored to find all types of incubator center and to figure out
the correlation with MP, CP, and SP. A similar procedure was performed to identify WKHWHQDQWV¶SDUWLFLSDWLRQin the
entire process from entrance to graduation. The sales and profit growth are the main focus for the tenants together
with their business capability and sustainability. Therefore, all the correlated variables will be established as the
EDVLV RI PHDVXUHPHQW IRU LQFXEDWRU PLVVLRQ DQG WHQDQWV¶ SDUWLFLSDWLRQ 0RUHRYHU WKH OLQNDJH EHWZHHQ WKH NH\
performance indicators (KPI) became processes to achieve the target and evaluation tools for improvement. The
model included all variables and the linkage, so that value alteration in one variable will affect to another variable.
This model has been tested on four business fields of tenants within an incubator center. Finally, this study showed
the performance of tenants which also the representation of incubator center.

RESULT AND DISCUSSION

All the variables that have been described as the roles of incubator center and tenants are listed. Subsequently, a
linkage between the similar stages was compiled to ensure that incubator center and tenants were aligned. All
variables (MP, CP, and SP) and their sub-variables (MP1, MP2, etc.) have different weight indexes so that the
overall value will be a sum of weighted score. The components of MP were Set Direction (SD), Set Strategy (SS)
and Direct Business (DB). The components of CP were Develop Product (DP), Get Order (GO), Fulfill Order (FO),
and Support Product (ST). The components of SP were Human Resources (HR), Financial (FI), Information
Technology (IT), and Maintenance (MC). A test was performed to assess the performance of the tenants using 4
(four) different business fields within a single incubator. The value of each sub-variable was classified into: 0
(unidentified); 1 (poor), 2 (sufficient), 3 (good), and 4 (excellent). The relations between variables, sub-variables,
and linkage can be seen in Table 1 as the basis of creating the dashboard of scoring.
In the end, the result of business capabilities measurement as shown in Fig. 3 can be used as an evaluation to
develop a specific recommendation. For instance, the score of ³getting order´ in the core process is indicated as
poor, thus the process of mentoring and tenants practicing should be improved in the next period. The recommended
minimum score is not less than 75% while the perceived value in average is 3.0 or can be identified as good.

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 TABLE 1. Variables, sub variables, and linkage.
Relation Business Idea Business Creation Business Start-up Business Growth
MP 1 Extended function (EF) EF EF EF
MP 2 Collaboration (CO) CO CO CO
MP 3 Mapping (MP) MP MP MP
MP 4 Motivation (MO) MO MO MO
MP 5 Participation (PA) PA PA PA
MP 6 Innovation (IN) IN IN IN
MP 7 Product catalogue Company profile Finance analysis Life cycle
CP 1 DP & GO Product design Business model Production plan Manufacturing
CP 2 FO & ST Targeted customer Marketing strategy Marketing strategy Market share
SP 1 HR,IT,FA,MC Human resources Information technology Accounting Maintenance
SP 2 HR,IT,FA,MC Listening/talking (LT) LT LT LT
SP 3 HR,IT,FA,MC Following/guiding (FG) FG FG FG
SP 4 HR,IT,FA,MC Practicing/mentoring (PM) PM PM PM
SP 5 HR,IT,FA,MC Independency/supporting (IS) IS IS IS
SP6 HR Reducing difficulty Reducing difficulty Reducing difficulty Reducing difficulty
SP7 HR Graduation focus Graduation focus Graduation focus Graduation focus

FIGURE 3. A dashboard of the result of business capabilities.

CONCLUSIONS
A model of a business strategy alignment between incubator center and tenants has been presented to show the
business performance of both sides. This model covers the stages of business idea, creation, start-up and growth for
both incubator center and tenants. The activities of the incubator center consist of talking, guiding, mentoring and
supporting within the process of incubation, while of the tenants consist of listening, following, practicing, and
gaining independence. Some extended functions of incubator center and the factors behind the tenants¶DFKLHYHPHQW
are important as the catalyst of business growth. The proposed model of performance can be updated and adjusted
based on the respective conditions of an incubator center. Furthermore, the model can entail the involvement of
government, the collaboration with other incubator centers as well as other stakeholders.

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