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Penguin Baby Shop “comfort & protect gently.

Our business plan is to make a baby’s needs shop. We decided to open


the shop in five baby hospital in Bandung. The concept of our store is “simple,
fast, and easy”. We will start with making a stand which sells primary needs for
babies such as baby’s clothes, diapers, and baby health products. We will
distributes products from major manufacturer such as Pigeon, Johnson &
Johnson’s, Zwitsal, and many more. We buy this products direct from its factory
or its official distributor so we can have them on the lowest price for our price
flexibility. The reason that we make a stand inside the baby hospital in Bandung
is for the consumer’s easiness to have a baby product when they born their
children. Besides that, the visitor of the baby, which is our target consumer, may
buy a gift for the baby from our stand. We also provides some kind of baby’s
needs cosultant for our customer for free because we want to make them to stay
as comfort as possible with our services so they will be a loyal customers. We
will also make packages of baby products with a different prices so the
consumers will have a variety of option to buy the products that they like or
needed.
Our vision is to become the major baby product retailer in Bandung, and
our mission is to build the most practical baby’s need shop in every birth hospital
in Bandung. We believe we can accomplish this vision and mission of ours in
less than 10 years because the customers will certainly buy our products.
We choose the name Penguin Baby Shop because the name is very
simple and remindable. Besides that, penguin is a creature that is very caring
and protective to their childrens. So on this prespective, we hope our customers
will see us as their loving and caring partner to their baby. Our tagline which is
“comfort & protect gently” will convince the customers that we are a reliable and
trusty company to buy quality products of baby’s needs.
The main plan is to create five stands in five hospital which is Borromeus
Hospital at Dago, Tedja Birth Hospital at Riau st., Melinda Birth Hospital at
Padjadjaran st., Immanuel Hospital at BKR, and Emma Poeradiredja Birth
Hospital at Sumatra st. good opportunity to build this business. However, there is
several problem that we have to solve to create this business. The major problem
in building this kind of business is the regulation of the hospital that we plan to
build our stand. Not every hospital will approve our plan to build a stand on their
location. So in this case, we must have a connection to the hospitals that we plan
to build our stand. We also have to get the right or the strategic place inside the
hospital to attract our customers so we can gain a maximum numbers of
customers. The other problem is the economic condition of the society in
Indonesia which is not very good these days. This problem gives us the
challenge to gives the right price for our customers so they still can buy our
products. Another problem for this business are the another existing baby’s
needs store like Lavie and other baby store. They will become our main threat for
building this business.

The Marketing Mix


• Product
We sell products of baby’s needs such as diapers, baby’s blankets,
pacifier, drinking bottle, bathing product for babies, and many more baby’s
products. Our products were delivered straight from the factory or the official
distributor so we can have them by the lowest price.
• Price
The price of our products ranged from Rp. 30.000,00 to Rp.250.000,00
depends on their brand or quality.
• Place
We will open our stands inside five hospitals in Bandung which is
Borromeus Hospital at Dago, Tedja Birth Hospital at Riau st., Melinda Birth
Hospital at Padjadjaran st., Immanuel Hospital at BKR, and Emma
Poeradiredja Birth Hospital at Sumatra st.
• Promotion
Our promotion program is by giving away flyers and make a x-banners in
front of the hospital so people who passes by will see our banners.
The Marketing Strategy
There are four key success factors for this business. And we have all the
fourth of them. This is why we belive we can convince the investors to invest on
our business plan. The four success factors are:
1. The greatest locations – we have the most advantage location to sell
products of baby’s needs which is the birth hospital;
2. The best products – we carefully select our product so we can convince
the customers that we sell a very qualified and safe product for babies;
3. The friendliest servers – we have the most cheerful, skilled, professionals,
and articulated employees;
4. The finest reputation – with the three factors before, we assure the
investors that we can have the finest reputation soon.

The Financial Assessment


We have asses the financial and capital requirement for building this
business project. We have estimated the capital needs of Rp.150.000.000,00 for
building five stands of ours. This budget includes the wages for the employees,
the rent of the place, and the capital for the products. Written below is the
specific distribution of the capital for the first year for each stand:
• Products cost Rp. 8.000.000,00
• Promotion cost Rp. 2.000.000,00
• Rent cost Rp. 5.000.000,00
• Salary cost (2 persons) Rp. 14.400.000,00
• Other cost Rp. 600.000,00
• Total cost (per stand) Rp. 30.000.000,00

We multiply the total cost per stand by 5 (for five stands), so the total capital
required for this business project is Rp. 150.000.000,00. we think it’s quite cheap
price for this kind of prospective business.
We estimated the revenue that we will have each day for the first year is Rp.
200.000,00 (at the lowest rate) so we will reach the break even point (BEP) on
the 25th month after we open our stands so we can reach our maximum profit
from this point. At this rate of earnings, we sure that the investment on our
project will not be dissapointing. The cash flow will be high on earnings from
sales because we can guarantee our sales from our business program.

The Future Plan


We also create a plan for the future of our business. After we reach our
Break Even Point, we can boost our profit to a maximum stage so we can have
enough budget to open a new stand in other hospital, or we even can make our
own central store. We planned to opened a new stand in Jakarta, Surabaya, and
Bali.

The SWOT Analysis


Written below is the Strength, Weakness, Opportunity, and the Threat
(SWOT) analysis for our store:

Strengths:
• The location of the stands is very strategic.
• The variety of the product is very high and very practical
• We have a room to room delivery service

Weaknesses:
• The amount of the products is limited because we depend on the supplier
• Our promotion program is very minimum
• The system of the business is not support the creativity of the employees

Opportunities:
• The high birth rate in Bandung City
• The advance of the technology which will gives us the practiceness

Threats:
• The well known competitor
• The regulation of the hospital which will gives us the complexity
• The buyforce of the society that are on the low condition.

With this SWOT analysis, we can do some Research and Development so we


can make our services more and more perfect from time to time for the
convenience of our customers.
BUSINESS PLAN
Penguin Baby’s Shop: “Comfort and Protect Gently”

Created by:
Shelviani 2004320054
Hilmi Suftandar 2004320063
Andreas 2004320105
Yohana Dewi 2004320151 `
Mira Puspita 2005320031
Sannty Devianty 2005320048

Class

Busines Administration
Faculty of Social and Politics
Parahyangan Catholic University

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