Steven Ignasius 00000103766 MT-161 A UAS
Steven Ignasius 00000103766 MT-161 A UAS
Lembar Jawaban
Ujian Akhir Semester (UAS)
(MT 161) Business Model, Strategy
Nama Steven Ignasius Mata Kuliah
and Innovation
NIM 00000103766 Dosen Dr. So Yohanes Jimmy, S.T., M.M
Semester 01 Hari/Tanggal 13 - 22 Desember 2023
PROBLEM/QUESTIONS:
QUESTION 1
This question refers to Eisenmann, T. (2021). “Why Startups Fail”. Harvard Business Review,
May-June, p. 77-85. The article described at least two cases in somewhat detail, that are
Quincy (established since 2011 by Christina Wallace and Alexandra Nelson) and Triangulate
(established since 2009 by Sunil Nagaraj). There is also another case we have discussed in
the class: Baroo (established since 2014 by Lindsay Hyde). Choose one case you want to
focus on, then answer the questions below:
a. Explain why the business failed (one case only)?
b. If you are given an additional capital to continue the business, what improvements or
innovations you will do (only the case you focus on)? Design your new business model,
and contrast it with the original one.
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✓ Menghemat biaya operasional dan mengatur keuangan bisnis supaya tidak
memakan banyak biaya yang berlebih dalam upaya meningkatkan pemasukan
bisnisnya.
Contoh : Usaha bisnis restoran dengan melakukan manajemen persediaan bahan
baku dalam menghindari pemborosan dan memantau & evaluasi kinerja keuangan
secara teratur untuk mengurangi biaya yang tidak diperlukan.
✓ Mencari investor untuk bekerjasama untuk prospek bisnis yang menjanjikan
dalam jangka panjang dan juga memperluas bisnisnya.
Contoh : Usaha bisnis restoran dengan kejasama platform digital (online food) bisnis
pemasok bahan baku yang nantinya akan diolah seperti sayuran, daging, seafood dan
lainnya. Kerjasama tesebut membantu memudahkan bisnis restoran khususnya dalam
manajemen persediaan bahan baku secara efektif dan efisien.
✓ Meningkatkan skill sumber daya manusia yang kompeten dan memiliki
kreativitas tinggi demi tercapainya arah dan tujuan bisnis.
Contoh : Usaha bisnis restoran dengan melakukan pelatihan karyawan, pengukuran
kinerja manusia, program reward bagi karyawan berprestasi, mencari tenaga kerja
yang handal & berpengalaman dan sebagainya.
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QUESTION 2
During the past few years, the growth of Indonesia's tourism industry has reached double
digits, both in terms of the number of trips (land, sea, and air), and the number of foreign
tourists. This industry also contributed 5.3% of Indonesia GDP in 2017. Some reasons can be
attributed to some factors, such as rapid development of infrastructure, aggressive
development of destination, and vigorous promotion. The consequences of this development
are the raise of many tourism-related activities, among others, hostelry, restaurant,
merchandise, local attraction or show, and local tourism service.
Assume you are an owner of tour and travel company that has established since 2000 in
Jakarta. For more than two decades, your company's reputation has been widely known by
serving various domestic and international tourism activities, using land, sea, and air travel.
As an expert in this industry, you recognize that many foreigners are not easy to find trusted
local tourist service providers, notably in relatively new, or emerging destinations. They
require providers that can give valid information, good service, reasonable price, and also
securities. Meanwhile, the good providers also need to promote their services and
differentiate themselves with the less qualified ones. However, most of good providers do not
have ability to promote more aggressive except using online media. in this media, their
promos appear with tens or even hundreds of other promos. What they need is a stronger
endorsement to make them more salient, trusted, and distinctive.
To address this problem, you are considering to set up a new venture. You think you can use
your existing company’s reputation and resources to facilitate foreigners and local tourist
service provider by developing business ecosystem (platform-based business). You then build
a small team, and assign them to do tasks below:
a. Design a business model canvas to describe the platform-based business.
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Bisnis Model Canvas Perusahaan Tour & Travel
b. Propose strategies to attract both groups of customers, and strategies to reduce the risk of
disintermediation.
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✓ Menyiapkan sarana promosi dalam memasarkan bisnis tour & travel seperti
media website, akun media sosial, iklan online dan media lainnya. Sarana
promosi tersebut dapat menciptakan peluang tawaran kerjasama dari berbagai
pihak dan kesempatan bisnis tour & travel dalam menjangkau pelanggan di luar
kota/daerah. Maka dari itu sarana promosi di media tesebut harus dikelola dengan
baik khususnya komunikasi dengan calon pelanggan.
QUESTION 3
Referring to the case in Question 2, assume your team have completed their tasks. Now you
want them to test the assumption they used when developing business model.
a. Develop at least three business hypotheses to test whether the proposed business model
works well or not. One hypothesis must be assigned to test the financial aspect (value
captured section).
✓ Dengan membuat pelayanan paket wisata yang menarik dan ekonomis dapat
meningkatkan minat pelanggan yang tinggi dalam pemesanan layanan tour &
travel.
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✓ Kemitraan kerjasama bisnis tour & travel dari berbagai pihak (maskapai
penerbangan, hotel, agen perjalanan, Transportasi, Tepat Wisata & Platform Digital)
dapat mengoptimalkan biaya operasional dan fleksibilitas biaya lainnya dalam
menawarkan paket liburan yang kompetitif & menarik.
✓ Peningkatan pendapatan bisnis tour & travel sejalan dengan strategi mengetahui
pangsa pasar dan pemasaran yang kompetitif, khususnya dalam menarik minat
pelanggan → Hipotesis Keuangan.
Sumber : astrastartup.com
✓ Build
Menentukan strategi manajemen dalam merancang ide dan konsep bisnis
dengan menggunakan model bisnis kanvas yang terdiri dari 9 blok model bisnis
(segmentasi konsumen, proposisi nilai, saluran, sumber pendapatan, sumber daya,
hubungan konsumen, sumber aktivitas, kerja sama dan struktur biaya).
✓ Measure
Melakukan pengumpulan data dan informasi berkaitan dengan program
layanan wisata menarik, trend perjalanan/destinasi terpopuler, wawancara
dengan calon wisatawan/pelancong secara langsung dan mengumpulkan ulasan
kritik & saran dari data wisatawan/pelancong.
✓ Learn
Menyimpulkan dari pengumpulan data dan informasi yang telah dilakukan
yang akan digunakan sebagai bahan evaluasi dalam meningkatkan strategi
bisnis tour & travel.
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Teknik Pengumpulan Data :
1. Wawancara
Wawancara dilakukan dengan mengumpulkan data dan informasi melalui
tanya jawab dan diskusi dengan calon wisatawan/pelancong langsung.
2. Observasi
Observasi dilakukan dengan mengumpulkan data dan informasi program
layanan wisata menarik, trend perjalanan/destinasi terpopuler serta
ulasan ulasan kritik & saran dari data wisatawan/pelancong.
Upaya yang dilakukan agar model eksperimen ini berhasil dengan cara menerapkan
teknik pengumpulan data ini dalam mengidentifikasi kebutuhan pelanggan dalam
mendapatkan umpan balik melalui wawancara, observasi khususnya mengenai
perkembangan industri data travel & tour dalam mendapatkan hasil penelitian mengenai
industri bisnis & travel.
QUESTION 4
Your platform business is running well, and assume now 2023 is the third year of operation.
The business actually has issued 20 million shares, in which 75% are held by your existing
clinic, and the rest are held by PT. Modal Usaha (that is an angel investor who provided Rp. 2
billion of seed funds two years ago).
a. PT. Modal Usaha had expected return of 30% when made an investment two years ago.
Assume everything happened as calculated, what is the value of your platform business
today (2023)?
b. All shareholders agree to find a series-A funding to expand geographic coverage of the
platform business into nationwide. They expect to rise Rp. 25 billion. After contacting
several parties finally they meet PT. Inti Ventura who agrees the amount of investment.
How many shares are issued for the new investor? What is the composition of the
ownership?
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c. All investors agree and believe that the business is able to achieve gross transaction value
(GTV) of Rp. 80 billion in the next three years (that is in 2026). The average GTV
multiple for several similar companies is about 1.8 x. What is the growth rate of the
value of your platform during 2023 until 2026?
d. Referring to the information in problem c), what is the estimated increase in price per
share since 2021 until 2026 (five years period)?
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Referensi
1. https://blog.kartunama.net/strategi-bisnis-tour-travel/
2. https://www.xendit.co/id/blog/inilah-5-strategi-pemasaran-produk-yang-akan-menarik-
hati-pelanggan-sudah-coba/
3. https://info.populix.co/articles/cara-menarik-pelanggan/
4. https://foodizz.id/artikel/5-tips-melakukan-inovasi-pada-bisnis-kuliner
5. https://www.jurnal.id/id/blog/9-cara-mengembangkan-usaha/
6. https://majoo.id/blog/detail/5-tips-melakukan-inovasi-bisnis-agar-usahamu-lebih-sukses
7. https://www.mokapos.com/blog/inovasi-bisnis
8. https://finance.detik.com/berita-ekonomi-bisnis/d-3348218/4-tips-membuat-inovasi-
pada-bisnis-anda
9. https://jurnal.umpar.ac.id/index.php/economos/article/download/1623/989/
10. https://lib.ui.ac.id/file?file=digital/20319778-S-Hilma%20Nur%27aini.pdf
11. https://astrastartup.com/metode-lean-startup-apa-contoh-tujuan-dan-fasenya/
12. https://ekonomi.republika.co.id/berita/rjorwd459/sembilan-elemen-bisnis-model-canvas-
untuk-suksesnya-sebuah-bisnis
13. https://www.marketeers.com/lean-startup-metode-populer-untuk-membangun-startup-
yang-inovatif/
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