SUMMARY

BUSINESS PLAN
ART BOX CREATIVE AND CO-WORKING SPACE

Submitted by:
Muhammad Rifky Refinaldi
14/376043/PEK/20212

PROGRAM MAGISTER MANAJEMEN

FAKULTAS EKONOMIKA DAN BISNIS
UNIVERSITAS GADJAH MADA
2016
 SUMMARY

BUSINESS PLANNER
ART BOX CREATIVE AND CO-WORKING SPACE

Submitted by:
Muhammad Rifky Refinaldi
14/376043/PEK/20212

Approved by:
Adviser

Yulia Arisnani Widyaningsih, M.B.A., Ph.D.

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 TABLE OF CONTENT

APPROVED TITTLE...........................................................................................2
ABSTRACT............................................................................................................4
INTRODUCTION..................................................................................................5
External Environment.......................................................................................5
Internal Environment........................................................................................5
Statement Problem.............................................................................................6
Research Purposes.............................................................................................6
Benefit of Research............................................................................................6
LITERATURE REVIEW......................................................................................7
RESEARCH METHOD........................................................................................7
STRATEGIES AND PLAN...................................................................................8
Business Description..........................................................................................8
Location..............................................................................................................9
Functional Approach.........................................................................................9
Marketing Plan.................................................................................................9
Operational Plan................................................................................................9
Capacity Plan...................................................................................................9
Human Resource Plan....................................................................................10
Financial Plan...................................................................................................10
Nine Building Blocks........................................................................................11
REFFERENCES..................................................................................................12

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 ABSTRACT

As well as the progress of the times and technology that makes work places
spread more widely, not only office that can be a places to work even a place like
home and caf could be used as a place to work. Artbox Creative and Co-Working
Space as a provider of co-working space would like to invite and offer a new
concept of employment. In co-working space, consumer can work with a cozy
atmosphere and interacting with people from different disciplines.
The business plan drawn up by taking into account the analysis and evaluation
through the viewpoint of the internal environment and the external environment,
as well as using the concept of functional strategy which aims to meet the
opportunity to build a co-working space in Yogyakarta innovative. From the
analysis obtained author needs to prepare a business plan with a co-working space
is structured so that the business can be taken into an account.
Preparation of strategy in building and business planning is spelled out in detail
that includes some of the plan, namely: marketing planning, operational planning,
human resource planning and financial planning. Financial analysis was
conducted on the projected performance of the company that produces the Net
Present Value (NPV) of Rp. 683.380 808, Internal Rate of Return (IRR) of 39%
and Payback Period (PP) which is 2 years and 1 month. From the calculation of
the investment feasibility of the business plan to realize a co-working space is
feasible.

Keywords: co-working space, a business plan, a strategy.

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 INTRODUCTION

External Environment

Changing times accompanied with the development of technology has

changed the lifestyle of today's society. Almost all of the people tend to work
independently or work alone and looking for work outside their own working
place is the office. One of their goals is a caf, or a comfortable place to eat to do
and finish the job. Results of a survey conducted by Euromonitor in 2010 said
almost 98% of Indonesia's population who visit the caf and a similar meal makes
a caf or eat it as a meeting place of their business.
The reason why independent workers choose working outside from their
office is they were expected to receive a higher social level, and also look for
inspiration outside the office environment. In addition to the independent workers,
co-working space business plan is also aimed at the business start up in
Yogyakarta. The development of people's lifestyles, especially workers in
developed cities like Yogyakarta with high mobility and require time and energy
efficiency of their demands to the maximum extent possibility use of the time and
energy in work and activities.

Internal Environment

Co-working according Foertsch (2012) in the magazine Deskmag mention

that co-working is a style of work that has value to share in the work environment,
which is often encountered is the office and independent activity or individual;
which does not like the office in general. In other words, co-working is a concept
of new work, which is an open space (open space, lack of privacy) and has the
collaboration value (the value of collaboration) that can be defined as a business
leasing space like a general workspace or can be a private office that offers
solutions for casual workers as well as the start-up works just like at home, but at
the same time also help them to be free from constraints that exist if they work at

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home. Thus, people from a variety of fields and companies can work together in
one place. With the variety of professionals from various fields is expected to
create a variety of collaboration will be the solution to the problems that are being
or will be experienced in the company and their respective fields, as well as the
creation of fresh ideas innovative.

Statement Problem

Changes in people's lifestyles are dominated by workers who prefer to

work outside the office environment than working in the office. Most of these
workers choose to work and meet their clients in a public place like a caf, or a
place of adequate food.
However with the place as it was causing problems for workers which
arise feel less comfortable in doing the job with a public space that is open
because the place is not only used by the workers but also the visitors who come
to the caf or eating places not to work, so that the situation is not conducive to
work or meet with clients. Another problem arises because the facilities required
workers to work very less as internet, cable telephone, fax, and the needs of ATK
(Stationery Office) were not available at the caf and dining venues.

Research Purposes

Aim of this study is designing innovative business models so these

businesses can thrive and be sustained long. How to develop the right strategy in
order to give more value to the consumer so as to differentiate the business plan
with the concept of co-working space with competitors.

Benefit of Research

As consideration of the company's management in managing an effective

human resources, finance and marketing strategy in achieving the vision, mission
and objectives of the company.

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 LITERATURE REVIEW

Some theories references in making this research :

a. Strategic management: Concept and cases international version.:
David,Fred (2007)
b. Manajemen Strategik Konsep, Kasus, dan Implementasi.:
Dirgantoro,Crown, (2001)
c. Entrepreneurship 8th edition. : Hinsrich, Robert D; Michael P. Peters; and
Dean A. Shepherd. (2010)
d. Competitive strategy: Technique for analysing industries and
competitors.: Porter, M. E., (1998).
e. Hubungan Kepemimpinan, Budaya, Strategi, dan Kinerja: Thoyib, A.,
(2005)
f. Brilliant Business Plan. : Williams,Dr. Kevan,(2010)
g. What Is a Business Plan? Why Do I Need a Business Plan?. : Balanko-
Dickson, Greg. (2007)

RESEARCH METHOD

Data Collectin Information and

Data Research Process
Method Objective Obtained
Primer Interview Interview with : 1. General information
1.Samuel Henry. As Public about startup in
Relations Jogja Digital Valley. Yogyakarta.
2.Visitor Jogja Digital Valley. 2.General information
about Jogja Digital Valley.
3.Facility at Jogja Digital
Valley.
Observation Observe at Jogja Digital Valley. 1. Observe consumer at
Jogja Digital Valley.
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 2.Observe what consumer
needs.

Sekunder Study Literature Review from journal, book, Understanding about

magazine, website. business plan, business
development, and about co-
working space in DI.
Yogyakarta.

STRATEGIES AND PLAN

Business Description

ARTBOX Creative and Co-Working Space is an office space rental

business for independent workers, and workers who need a workspace. The other
hand ARTBOX also gives value added to consumer, it is collaboration,
networking, and partnering to independent workers, and start-up business. Logo
of ARTBOX Creative and Co-Working Space.

Location

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 ARTBOX Creative and Co-Working Space address at Jalan
Pringgodani,Mrican Baru No. 1B Sleman, Yogyakarta.

Functional Approach
Marketing Plan
Target Market

Customers segment ARTBOX Creative and Co-Working Space are

independent workers, start up business, entrepreneur, and student in Yogyakarta.

Price Fixing

Based on interview and observation, so ARTBOX Creative and Co-

Working determine price for customer is Rp. 50.000 for 2 hours.

Promotion Strategy

To introduce new business in virtual office ARTBOX needs a good

promotion, so the customer will know so easily. Using social media, and website
will helpful to makes brand image of this business.

Operational Plan
Capacity Plan

ARTBOX Creative and Co-Working Space will operate every day from
08.00-22.00 WIB. Estimates consumers will come to open space are 30
consumers. And estimates consumers in first year are 10.800 visitors.

Human Resource Plan

Human resource plan in ARTBOX Creative and Co-Working Space

Perencanaan sumber daya manusia yang dilakukan oleh ARTBOX Creative and

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Co-Working Space based on the needs and qualifications of labor needed to
support the success of operational activities. Therefore, ARTBOX Creative and
Co-Working Space in need of a reliable workforce that has the ability, skills and
competence in the field. At the first year, ARTBOX Creative and Co-Working
Space plans to hire 17 employees.

Financial Plan
Assumption and Expand

Category Total (Rp)

Investment Rp884,095,000
Operational/Year Rp351,550,000
Revenue stream in first year Rp 797.600.000

Profit Loss Projection

Year Total Income Total Expand EBIT (Rp) Profit Tax Nett Income
(Rp) (Rp) (Rp) (Rp)

1 1.887.600.000 382.976.333 1.494.623.667 14.946.237 1.479.677.430

2 1.887.600.000 384.116.333 1.493.483.667 14.934.837 1.478.548.830
3 1.887.600.000 385.370.333 1.492.229.667 14.922.297 1.477.307.370
4 2.147.600.000 392.899.733 1.754.700.267 17.547.003 1.737.153.264
5 2.147.600.000 401.767.073 1.745.832.927 17.458.329 1.728.374.597

NPV,IRR,dan PBP
Indikator Nilai
NPV Rp683,380,808
IRR 39%
PBP 2 Years 1 Month

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Nine Building Blocks

KEY KEY ACTIVITIES VALUE CUTOMER CUTOMER

PARTNERSHIP PROPOSITION RELATIONSHIP SEGMENTS
INTRODUCTIONS
KOMUNITAS FACILITATION COLLABORATION NETWORKING FREELANCE
VENDOR COMMUNITY FACILITYF COMMUNITY START UP
INTERNET BUILDING FLEXIBILITY FACE TO FACE ENTREPRENEURS
KAMPUS UGM EVENTS COST EFFICIENCY TELEWORKERS
KAMPUS UII WORKSHOP PROFESSIONAL
KAMPUS UMY ENVIRONMENT
KEY RESOURCES CHANNELS
LAND LORD

LOCATION WEBSITE
INTERNET SOCIAL MEDIA
CONNECTION UNIVERSITY
FASILITAS

COST STRUCTURE REVENUE STREAM

BUILDING OPEN SPACE

OPERATIONAL MEETING ROOM
MINI AUDITORIUM
EVENTS

REFFERENCES

Badan Pusat Statistik (2016). Ekonomi Indonesia Triwulan II-2012 Tumbuh 6.4
Persen. https://www.bps.go.id/Brs/view/id/58 . Diakses 13 Juni 2016 (13:00
WIB)

Balanko-Dickson, Greg. (2007). What Is a Business Plan? Why Do I Need a

Business Plan?. New York: The McGraw-Hill Companies Inc.

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Brilio. 12 Kedai Kopi Paling Top di Jogja,Nyaman dan Pengen Balik Lagi.
https://www.brilio.net/life/12-kedai-kopi-paling-top-di-jogja-nyaman-dan-
bikin-pengen-balik-lagi-1601261.html . Diakses 10 Juni 2016 (17:00 WIB)

David, Fred., (2007). Strategic management: Concept and cases international

version. Pearson Higher Education

Dirgantoro,Crown, (2001;82). Manajemen Strategik Konsep, Kasus, dan

Implementasi. Jakarta: Gramedia Widiasarana Indonesia.

Hinsrich, Robert D; Michael P. Peters; and Dean A. Shepherd. (2010).

Entrepreneurship 8th edition. Singapore: McGraw-Hill Companies, Inc.

Jogja Digital Valley (2016). Nikmati suasana kerja yang nyaman dengan berbagai
fasilitas yang disediakan JDV. http://jogjadigitalvalley.com/#portfolio .
Diakses 15 Juni 2016 (10.00 WIB)

Jogja.Co. Harga Tanah Jogja Tertinggi ke 3 di Indonesia. dari

http://www.jogja.co/harga-tanah-jogja/ . Diakses 10 Juni 2016 (15.00 WIB)

Megginson, L.c., Byrd, M.J., & Megginson, W.L. (2003). Small business
management: An entrepreneurs guidebook, (4th ed). New York : McGraw-
Hill.

Peterson & Fabozi (2002). Capital budgeting theory and practice. Wiley Finance.

Porter, M. E., (1985). Competitive advantage. New York: The Free Press.

Porter, M. E., (1998). Competitive strategy: Technique for analysing industries

and competitors. New York: The Free Press.

Thoyib, A., 2005, Hubungan Kepemimpinan, Budaya, Strategi, dan Kinerja:

Pendekatan Konsep, Fakultas Ekonomi Universitas Brawijaya, Malang.

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Williams,Dr. Kevan,(2010).Brilliant Business Plan. Prentice Hall,UK.

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