Breakfast Aid is a business located in the food industry, especially breakfast, which offers a wide selection of breakfast menus that have already customized with the taste of Indonesia. This product provides a breakfast that is not only tasty, but also carefully prepared in order to meet the ideal nutritional needs and hygienic standards. The breakfast from Breakfast Aid is packaged in a practical and easy-to-carry container which is suitable for busy businessmen. In addition, to facilitate customers in order to get their breakfast, Breakfast Aid distribute its product through two channels; direct selling and delivery service. The entire production activities, from purchasing to cooking to packaging and delivering, were done independently by Breakfast Aid to ensure the quality of the product and delivery service.
Product & Services Definition
Products
Breakfast aid is one food business that provide healthy food especially breakfast,
in order to offers consumer with wide variety of healthy Indonesian menus.
We believe that breakfast will lead to better quality of a person to face entire day.
We define the level of products into three, which are:
a. Core Product
The value of breakfast Aid are Starting point to face the day, it provides
Healthy food, produced good concentration and productivity, consumer will more
easily focus on work.
b. Actual Product
Here are some choices of menu that we provide:
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| Menu List |
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| Calories Facts |
* Any additional meal will be charged
* Price per package Rp.10.000
Breakfast Aid also provide customized package. These package is customized
by consumer order. Consumer can choose any kind of meal in table 1.1. The
prices would adjust with food ordered. The range of the price is between
Rp.10.000-Rp.12.000 (terms and condition apply).
c. Augmented Product
Breakfast Aid serve some value-added advantage such as we provide delivery
service for consumer who order through telephone/website, the product is fresh
and tailor-made, it contains nutrition facts that allow consumer to know the
number of calories they consumed.
Services
• Direct
Breakfast Aid will be in several strategic business district area. Customer can
directly buy and pick up the breakfast package.
• Delivery
Breakfast Aid provide service delivery throughout our target segment which is
business district in Jakarta (Kuningan, Sudirman-Thamrin, SCBD, Senayan).
Customer must order the day before the package to be ordered.
• Packaging
Use plastic food (23 cm X 16 cm x 12 cm)
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| Inside Packaging Model |
Outside package made from cardbox bag (23 cm X 16 cm x 12 cm) with the
brand name, composition of nutrition.
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| Outside Packaging Model (Front) |
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| Outside Packaging Model (Back) |
Business Model
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| Breakfast Aid Business Model |
Business Strategy
Initial Investment
Startup Expenses :
• Legal • Software and Website Development
• Marketing Cost • Design Product Cost
• Operational Cost • Employee Cost (Payroll)
• Insurance • Delivery Transportation Rent
• Stationery • Research and Development
Startup Assets & Fund :
• Non-Cash Assets • Planned Investment (Borrowing, Investor)
Expansion Plan
In the following future, Breakfast Aid will broaden the coverage by expanding into
coverage of additional markets, where currently focused coverage on Kuningan area, Sudirman-Thamrin area, and SCBD area will be expand to Kebayoran Baru, Senayan, Blok M and Kelapa Gading. Those expansion plan areas can be estimated to triple the profits of current coverage.
The development of social media will be second targeted mission of expansion, social media buzz of Breakfast Aid, making or endorse healthy lifestyle events (e.g Breakfast Before Run, Breakfast Is Good).
We are also studying the possibility of special mass order for breakfast (e.g mass order for health event, outing, company special occasion).
Marketing Strategy
Breakfast Aid intends to maintain a conventional marketing campaign that will ensure maximum visibility and strike directly for the business in its targeted market. Below is an overview of the marketing strategies and objective of Breakfast Aid.
Marketing Objectives
• Implement a local campaign, a better life trend, with the Breakfast Aid’s targeted
market via conventional flyer and walking promotion boys by joining healthy life
events such as Car Free Day, Walking Campaign, Bike to Work, etc, and
additionally by website that consist of all tips and tricks of better life trend with
breakfast.
• Create a large word-of-mouth referral network by simple, handy and creative
packaging, and attractive flyers.
Marketing Pilot Survey
In an effort to assess the impact of breakfast on the targeted prospect (customer)
including the habit and likeness of enjoying breakfast, the pilot survey was conducted
on Monday, 4 November 2013 on the targeted location, Setiabudi One Business
District. This pilot was a Direct interview with questionnaire included, sample test of
actual product are presented. A day survey was put in place to monitor how the pilot
was going. The results of the random sample survey are detailed in this report.
Marketing Plan
• Direct marketing will be the biggest portion of the marketing strategy. Breakfast Aid
will maintain a moderate level of traditional print with a handy, colorful flyer that
consist of Breakfast Aid daily variety packages and the awareness of how
important to start a day with healthy and packed breakfast. It will distributed at the
every possible targeted office building entrance, every purchase of the meal, every
event, and also can be blast through direct mail of website’s member.
• An attractive Promotion Boy that go through the selling spot, spreading the news
with two sided promotion boards, giving up flyers, and mingle through every events.
• Promotion card that be given to customers that buy the meals with Buy 7 Get 1
Free offer done with stamps and redeem on the Breakfast Aid spot.
• An interactive website, supported in responsive gadget view (iOS and Android)
consist of complete information about food calories, etc. Member can set up their
own meal on it and order via phone or email. They can also subscribe Breakfast
Aid newsletter for email blast offer or healthy life tips.
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| Colorful Flyer |
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| Promotion Stamp Card |
Conclusions
When To Evaluate It
• Daily and weekly --> Number of Quantity Sold; Number of Complaints.
• Monthly --> Number of New Customers; Monthly Revenue.
• Yearly --> Return on Investment (ROI); Number of Franchise Sold.
• Long term --> Break Even Point (BEP); Business Net Worth.
Measurement of Success
• Break Even Point (BEP) and Return on Investment (ROI)
Breakfast Aid is expected to reach its BEP in less than 2 years with minimum 80% of ROI in the first year after it was launched and continue to rockets with 30% constant annual growth.
• Amount of Customers
Gaining new customers is the ultimate goal for Breakfast Aid in the early
stage of the business. By the end of its first year, Breakfast Aid aims to gather
more than 25.000 customers to try on its menus.
• Customers Satisfaction and Loyalty
Aside from gaining new customers, Breakfast Aid next goal is maintaining its
current customers. To do so, Breakfast Aid is aiming for zero complaint by the end
of its first six months. By enhancing customers satisfaction, the customers loyalty
will begin to build up by itself. The indicator used for customers loyalty is number of Promotion Stamp Card exchanged should reach 3000 cards by the first quarter of
2014.
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| Thank You |
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