Business Plan

BGONO
Indonesian Express Cuisine

By: Anggono Ahyunianto

Executive Summary
BGONO Indonesian Express Cuisineis a locally owned fast food restaurant with a whole new

concept that has been established since January 4th 2012. The first retail store we have is
located in Jl. Dr. Wahidin no: 56, Semarang, Central Java. For the last 2 years, BGONO have
been able to increase its profit amazingly by 54% in a year.
Unlike any typical fast food restaurant, BGONO will provide a unique combination of excellent food
at cheap pricing with an American fast food restaurant atmosphere. BGONO is the answer to an

increasing demand for meal-type fast food, to be consumed for those who seek Indonesian
cuisines satisfaction with low price and little spare time.
In today's highly competitive environment, it is becoming increasingly difficult to
differentiate one fast food outlet from another. Semarang, is now starting to become the model
metropolis for Indonesian's new economic boom. With millions visitors yearly, mainly visitors
as workers, students, also tourists, Semarang's retail sector is the on of the strongest in the
Central Java region.
Our main priority is to establish one outlet in a crowded mall, preferably in Paragon
Mall Semarang. Later, our effort will be a further development of more retail outlets in bigger
cities in Indonesia like Jogjakarta, Bandung, Jakarta, Bali and Surabaya.
BGONO will entice youngsters to bring their friends and family with our innovative
environment, fresh Indonesian cuisines with a fun packaging, and selection of various
Indonesian drinks.

Yearly income
Sales

Gross Margin

Net Profit

1.1 Objectives

To establish a presence as a successful local fast food restaurant.

To make B'GONO a destination spot for mall go-ers.

To expand into one another outlets by year four, and sell the franchise to another
destination cities stated before. (Jogja, Bandung, Jakarta, Bali, Surabaya)

Targeting and maintaining net profit at around 50% at the end of the year.

1.2 Mission
Our main goal is to be one of the most successful fast food outlets in Indonesia, starting with
one retail outlet located inside a major shopping mall to spread the information about our
restaurant.
BGONO will strive to be a premier local fast food brand in Indonesia. We want our
customers to have a whole new experience when visiting our outlet(s) and as they will learn
about this fascinating new innovative fast food restaurant concept.
Our main focus will be serving variety of high-quality food at a great value.

1.3 Keys to Success

To succeed in this business we must:

Create a unique, innovative, entertaining menu that will differentiate us from the rest
of the competition.

Sell the products that are of the highest quality, as well as keeping the customers
happy with all of our products.

Provide 100% satisfaction to our customers and maintaining the level of excellent
services among other competitors.

Using web based promotion to reach our main customers

Company Summary
What is BGONO?
Various Indonesian Cuisine with fast food packaging and numorous of Indonesian local most
favourite drinks. Customers who seek Indonesian food is mostly desired to go our restaurant
because of its quality, taste, service, and of course our low-priced products.
Quality food
Each store will offer nothing but most favourited Indonesian Cuisine like Nasi Goreng, Nasi
Rendang, Ayam Bakar and many more, all served by our best trained chefs.
Open everyday
Our store is open everyday from 7 am to 11 pm.
Variety, variety, variety
A different selection of menus will be featured every three months to attract new customers.

2.1 Company Ownership

BGONO is originally funded the owner himself by collecting capital from his friends and
families. But, with the bright future this company have, the owner wants to expand the
business and need to find investors that is divided by the following categories:
OPERATING PARTNERS
1. General Managing Partner, with 31% ownership.
2. Vice Managing Partner for Dining Room and Human Resource Operations, with 9%
ownership.
3. Vice Managing Partner for Beverage and Entertainment, with 9% ownership.
4. Vice Managing Partner for Kitchen and Catering Operations, with 9% ownership.
INVESTMENT PARTNERS
1. Limited Partner Group One, with 14% ownership.
2. Limited Partner Group Two, with 14% ownership.
3. Limited Partner Group Three, with 14% ownership.

2.2 Start-up Summary

BGONO is a project that will take advantage of a newer, existing structure.
Start-up costs will cover a number of details to convert the structure to
suit our concept both visually, and functionally. Included in start-up costs
are all necessary expenditures to cover the pre-opening hiring and training
of our staff, adding and revising equipment needs, supplying smallwares
and servicewares, inventory and other essentials.

Start Up

expenses

The start-up cost details is mentioned below:

1. Facilities Rent

: Rp. 200.000.000

2. Kitchen Equipment

: Rp. 60.000.000

3. Furniture

: Rp. 50.000.000

4. Promotion Program
5. Tableware

: Rp. 30.000.000

: Rp. 40.000.000

6. Others

: Rp. 100.000.000

2.3 Company Locations and Facilities

BGONO locations will range in size from 100 130 meter square and will seat from 40 60
guests. Our first location was smaller than this size. This expansion location is going to be
inside one of a big shopping malls in Semarang. We are currently looking at several
possibility to open our outlet in Paragon Mall. We will equip the outlet with modern furniture
and aim for cleanliness and an open feeling.
The space selection will be chosen based upon the following criteria:

Inside a shopping mall.

Tourist destination.

Easy access.

Large percentage of teenagers and families to be the visitors of the mall.

All of these qualities are consistent with BGONO goal of providing a top quality fast food
experience. Because we also want "word-of-mouth" to be our best form of marketing, where
our customers value our brand as something exciting and cannot wait to tell their friends and
neighbors.
BGONO will directly compete with several bigger restaurants joints inside the chosen
shopping mall.

Products
Our focus is in selling original Indonesian favourite food and drinks. As BGONO promotes
healthy lifestyles, we will provide our customers a healthy foods and we will also provide
customers the informations of composition and calories inside each of our products.

3.1 Product Description

BGONO primarily sells Indonesian meals and some Indonesian snacks. Main products sold
are: Variety of Nasi Goreng, Nasi Rendang, Nasi Ayam Bakar, Ice tea.
These are our current menus in our previous restaurant:

Nasi Goreng Spesial

Nasi Goreng Teri

Mie Goreng Lombok Ijo

Mie Goreng Jawa

Nasi Rendang

Ayam Bakar Kecap Pedas

Martabak Manis

Martabak Telor

Siomay

Es Teh

Es Teler

Bubur Kacang Ijo

And many more

3.2 Competitive Comparison

BGONO has several advantages over its leading competitors:

Unique innovation about the concept

Fresh materials every day

First fun-packaged Indonesian meals

Low priced

Standardized healthy products

Human Resources
4.1 Structure
Head Manager

Marketing
Manager

Restaurant
Supervisor

Marketer

Frontliner
Chef

4.2 Job Description and Job Specification

Head Manager
Job description:
Delivers revenues and profits by developing, marketing, financing, and providing appealing
restaurant service; managing staff.
Job specification:
1.
2.
3.
4.
5.

Maximum 35 years old

Minimum Bachelors Diploma in Management
Minimum 2 years working experience in a restaurant
Great ability in communicating especially with staff
Well understanding in menu engineering analyzing, food & beverages costing, and
food safety

Restaurant Supervisor
Job description:
Directly supervise and coordinate activities of workers engaged in preparing and serving food,
while maintaining the restaurant conditions (stock, equipments, etc) and report it to the head
manager.
Job specification:
1.
2.
3.
4.

Maximum 35 years old

Minimum Bachelors Diploma in Management
Minimum 1 years working experience in a restaurant
Great ability in communication

5. Ability to maintain restaurant condition

Frontliner
Job description:
Taking and serving orders to costumers, serving costumer payments, communicating orders to
chefs.
Job specification:
1.
2.
3.
4.
5.

Maximum 35 years old

Minimum High school Diploma
Good looking, healthy, and maintain cleanliness
Great attitudes toward others
Ability to operate electronic devices

Chef
Job description:
Prepare food and drink orders from front liner. Maintain kitchen condition
Job specification:
1.
2.
3.
4.
5.

Maximum 35 years old

Minimum high school Diploma
Good looking, healthy, and maintain cleanliness
Ability to prepare traditional Indonesian cuisine and drinks
Ability to operate kitchen equipment

Marketing manager
Job description:
Plan, control, and coordinate sales and marketing process.
Job specification:
1.
2.
3.
4.

Maximum 35 years old

Minimum Bachelors Degree in Management
Working experience of minimum 1 year
Visionary and creative thinker

Marketer
Job description:
Market companys products, receiving tasks from marketing manager.
Job specification:
1. Maximum 35 years old
2. Minimum high school diploma
3. Great ability to communicate and creative thinker

Market Analysis Summary

Consumer expenditures for fast food in Indonesia rose during the end of the year 2010,
followed by the development of Indonesias economy during the leadership of President SBY.
The increasing number of new establishments such as fast food franchises, fancy restaurants,
cafes and gourmet bakeries around Indonesia has shown a significant growth in this sector.
Food spending is around 56% of total consumer expenditures in Indonesia, and
consumer spending on leisure and recreation made up of 13% of total consumer spending.
A much broader appeal exists for weekend slots because those are the days when most of our
core target market enjoys the mall going activities.

Age - Youngsters, single, currently enrolled in college and high school.

Family unit - We will also appeal to families (young families) with children.

Gender - We will target both sexes, with a slight skew for males due to their lower
attention to dietary concerns.

Income - We will appeal to the medium income individuals and to all in the lower
medium income bracket.

Our concept will have very broad appeal. It is our goal to be the hip destination for fast food
cravings.
According to a recent public survey of people 15 - 45 years old, 80% of those interviewed like
fast food. 90% of them like fast food on a regular basis, and 10% of them claimed that they
like fast food "very much," or "love" fast food. The survey also provided the following
particular reasons for the increasing popularity of fast food:
Also, we can check back at our profit statement that was written above. We can see that there
are a great increasing number of people who wants to spend their money on our products.

Strategy and Implementation Summary

In attracting new customers to try our meals, we will provide a see-through kitchen, so that
people will see how we are committed to freshness and hygenes in our products.
The kitchen will also let out an aroma of our freshly made meals into the surroundings area,
so that people will come and try our products.

5.1 Marketing Strategy

Our strategy is based on serving our markets well. We will focused on using web based
promotion strategies to spread the information about our restaurants to new customers. At the
first month of the openning, we will give 10% discount to every customers who posted a
picture about our restaurant on their social media while they are inside our store. We believe
that this strategy is going to increase our profit even more.
A combination of local media and local store marketing programs will be utilized at each
location. Local store marketing is most effective, followed by print ad. As soon as a
concentration of stores is established in a market, then broader media will be explored. We
believe, however, that the best form of advertising is still "buzz." By providing a fun and
energetic environment, with unbeatable quality at an acceptable price in a clean and friendly
outlet, we will be the talk of the town. Therefore, the execution of our concept is the most
critical element of our plan. We will actively build our brand, through the selling of
supporting materials, such as merchandise, promotional items and other marketing gimmicks
similar to those of other fast food franchises.

In-Store Marketing
o In-store brochures containing our concept and philosophy.
o Wall posters.
o Design concept.
o In-store viewing of making fries process from cutting to frying.
o Standing signage inside malls lobby/aisle.
o Outdoor signage (if possible).
o Grand opening promotion.
o Party catering.

o Merchandising items.

Local Store Marketing

o Brochures.
o Free occasional t-shirts at local stores events.

Local Media
o Social Media Instagram, Facebook, Twitter, and so on
o Web page containing company philosophy, history and news.
o Local magazines that target our core customers, such as Free! Magazine.
o Newspaper campaign placing several large ads throughout the month to
explain our concept to the local area.

5.2 Pricing Strategy

Our pricing strategy is positioned as "generic", meaning that Rp. 30.000,00 is the average
consumer spending for a meals with drinks in Semarang.

5.3 Sales Strategy

The sales strategy is to build and open new locations in order to increase revenue. This plan is
implemented based on potential growth from our first store. As each individual location will
continue to build its local customer base over the first three years of operation, the goal of
each store is higher in annual sales, with the original store because its strategic location.

5.4 Strategic Alliances

Our business requires a long relationship with raw suppliers as well as partner vendors. We
already have a long and good standing relationship with Company Maju Mundur Jaya in our
previous store. We would like to expand our alliances with other companies to be the supplier
at our next stores.

Financial Analysis
1. Sales Target
Depends on the sales data from our previous store, we can estimate:

Average sales per day: 75 menus

With average product price: 30.000
Sales in a year: 75 x Rp 30.000,- x 365 days: Rp 821.250.000

2. Cost & Income

The following data is estimated to calculate the net income for the first year:
Sales
:
Initial capital replacement
:
Employee Salary
:
Promotion program
:
Raw food & drinks materials
:
Furniture and equipment maintenance :
Nett Profit
:

Rp. 821.250.000
Rp. 450.000.000
Rp. 130.000.000
Rp. 35.000.000
Rp. 274.750.000
Rp. 60.000.000
(Rp. 128.500.000)

By the second year, the following estimation data occurs:

Sales (Increased by 30%)
:
Rent
:
Employee Salary
:
Promotion program
:
Raw food & drinks materials
:
Furniture and equipment maintenance :
Nett Profit
:

Rp. 1.067.625.000
Rp. 250.000.000
Rp. 130.000.000
Rp.
20.000.000
Rp. 356.875.000
Rp.
60.000.000
Rp. 250.750.000