Impact Business and Design Thinking by Fajar Anugerah

Impact Business and Design Thinking by Fajar Anugerah

Exploring potential and adding insight is a necessity for students especially in the midst of the current pandemic. Through the Entrepreneurship Workshop activities by the Ministry of Education and Culture through the via zoom and live youtube. Kemendikbud Dikti provides a place for students who have an interest in entrepreneurship to receive materials related to entrepreneurship. Of course, with presenters who are experts in their fields. Here are some of the results from the Entrepreneurship Workshop:

1. Impact Business and Design Thinking by Fajar Anugerah

Entrepreneurship is known as a stylish, greedy and easy model of person. It’s all just a myth, even if there is a means that an entrepreneur has fought for his efforts not only to get the victory but also pay attention to its impact. The principles of entrepreneurship, among others, are based on noble goals, have a positive impact on society and the environment and generate profits. Some developing platforms in Indonesia include bookisa.com, javara.co.id, duanyam.com, waste4change.com, and others.

The problem is the initial door in determining a business, the greater the problem the greater the results obtained, the initial orientation for entrepreneurs is not about provit / profit but rather solving the problem. The following business money can develop into the global world / world because of its ability to solve problems, namely Linked In (to solve the problem of job seekers and applicants); Airbnb (to solve the problem of finding accommodations and idle properties); Google (to solve the problem of finding information (data) and delivering targeted advertisements), and so on.

There are several challenges in starting a business or a business that is a solution and is that which is not synchronous / not related, only solve problems that are not too important and solutions that are troublesome or difficult to use. Therefore, there is a need for design thinking concepts. Design thinking as an innovation framework, namely solving problems by implementing a humanitarian approach (TIM BROWN – IDEO CEO). There are currently many institutions or platforms that use this design thinking, including Netflix, Airbnb, Burberry, IBM, Santander, Citibank, gov.uk, Google, etc. There are five steps to implementing design thinking, namely:

1. Build empathy, see the problem through the eyes of people who have problems besides us.
2. Define the problem, which is to formulate the problem that you catch.
3. Develop some ideas in some unique points – unique to solve the problem
4. Build prototypes, make some features of the product
5. Product test, namely prototype testing with people who have a problem whether it is in accordance with their wishes or not

The canvas design thinking is an adaptation of impact factory tool that helps plan design thinking. The use of this tool is to fill costum people, problems you want to solve, proposed solutions and validation. In addition, in starting a business to develop product solutions, namely by paying attention to viability (service can function as it should), feasibility (easy and convenient) and desirability (attractive).

A saying that is most dangerous in our language is, “it has always been like this”, because the businessman / entrepreneur is to solve problems and find solutions in the products we offer.

1. Unique Selling Proposition by

The business of an interpreneur named Nilamsari began when he was 19 years old. He tried to be a tutor but he did not continue because it did not fit. Then he thinks ‘stat to do something simple’ which means starting something simple or simple with an insurmountable risk. Patchouli tried Yummy Burger and his business was able to produce maximum results so he could open 6 carts. However, in 1998, when the financial crisis occurred, many workers were laid off and tried to open a business. At that time Yummy Burger could not compete with other burger businesses, eventually the business was closed.

One time Nilam and his family were in Qatar, he encountered a unique meal and intended to make his business, kebab. He also tried to make it in Indonesia, but some buyers refused because of the cardamom and clove that was so typical of Qatar, he finally innovated to replace it with local ingredients that fit the Indonesian tongue. He called this kebab business with the Kebab Turki Baba Rafi. From one cart, he can open 6 carts and many of his friends who want to try Kebab Turki Baba Rafi. Then his efforts became big with the help of his friends.

After a time, there was a friend of Nilam who criticized Kebab Turki Baba Rafi it felt different unlike when it was first opened. Because of that, Nilam gathered about 30 of its partners to discuss the quality of the Kebab Turki Baba Rafi. The outcome of the meeting was to eliminate partners in order to use the patchouli dadi system, namely services, raw materials, distribution, sales, and even surveying agency locations.

To develop its business, Patchouli uses the concept of a franchise business. The franchise system is selling goods and ideas to partners so that it becomes a large form of business with the aim of improving service quality control. One of his best achievements at the end of 2008, he was able to expand the business to other countries namely Malaysia and followed by other countries. To date, Kebab Turki Baba Rafi has opened 1,400 outlets in 9 countries.

In managing its business, Nilam collaborates with various parties to develop the Kebab Turki Baba Rafi. Starting from the packaging, because the packaging can also represent the product. Packaging Kebab Turki Baba Rafi makes it easy to carry, use and unique, we as business owners do not need to think about all the problems themselves, we can work with third parties. An attractive packaging design can also be used as a market to increase revenue. Food packaging or packaging has a big influence on sales, because with the target market of the productive age community and young people, creative and unique ideas must always be put forward.

In addition to packaging, Patchouli also continues to update its business premises / outlets in accordance with its uniqueness. Outlets carry a unique concept that is an attractive minimalist design. Because the average consumer is young people, so the unique concept is very important in attracting consumers. This Outlet Design also adjusts the conditions of local wisdom in the country, including carts, container / food trucks, smokey, minimalist retro, and international outlets.

In addition, the taste and additional topping in each country differ according to the conditions of the country’s local wisdom. In this regard, we must be able to read market needs according to the location and marketing area of ​​our products. Sales innovation of similar products / one field can be developed, for example for food, in addition to providing fast food, it can also provide other foods such as frozen food.

The market for this year is different from the markets in the previous year, because this year we cannot predict the development of our business every year, especially when there is a Covid-19 pandemic, forcing us to always be able to deduct extra costs for the sustainability of our business going forward. According to Nilam Sari, businesses that can survive today are businesses that can cover costs in the future. “It’s all about sharing assets and sharing economy”, basically can use or take advantage of investments that are easier and cheaper without a lot of costs, for example in Baba Rafi is using a kebab kitchen system.

In 2019, Nilam became a delegate in APEC representing the Ministry of Cooperatives. There he explained that Gost Kitchen or Virtual Kitchen as a significant business model to be developed. He also conveyed solutions to empower women by opening businesses from their respective homes. This idea made Indonesia the first champion in APEC.

1. Designing a Business Model in Building a Continuing Business by Dayu Dara Permata

He began his career after studying in 3 countries, he worked at Axiata. Then in 2015, he quit Axiata and worked at Mc Kinsey and Company as a consultant. This is his dream from high school. After working for several years, he felt like quitting his job and decided to become an entrepreneur.

He also joined the Gojek business. Gojek is an intermediate activity unit that was founded in 2010 with 3 types of services and until now the Gojek business has dozens of types of services and is the largest business in Southeast Asia.

Furthermore, he succeeded in establishing a Pinhome business that provides services to sell, buy and rent technology-based properties. In his efforts, he applied the Businnes Model method. The Business Model is a method that represents how a business creates value and gives value to its users. This method was coined by Alexander Osterwalder in 2010. Businnes Model Canvas has 9 elements including target consumers, service / product solutions, distribution channels, relationships and consumption lines, income, supplies / partners, main assets / resources, main production activities and cost structure.

The BMC template filling starts from the Customer Segments column on the right. Basically this section is written a list of targeted consumers. In filling in, the founder needs to answer questions such as: “Who are the main users of your product? How are the characteristics? What are the segmentation of consumers who want to be targeted? “, To be more specific and detailed.

Consumer segmentation can vary, even a product can target more than one segment. Several types of segmentation in digital startups such as B2C (Business to Consumer), B2B (Business to Business), C2C (Customer to Customer), B2G (Business to Government) – or a combination of several segments such as B2B2C and B2B2G. It does not stop there, each customer segment must be understood in depth characteristics.

1. This Business Model is very important in one business / business because it involves matters including desirability (the desired business can be easily reached by consumers), feasibility (able to build a business in accordance with resources) and viability (to find out whether the business can be profitable and sustainable ). Business Model, in its implementation is not always smooth, then there are tips for the Business Model that continues to be improved namely Build, Measure, Learn (BML).
2. Human Resources and Business Resources by Willy Saelan
3. Entrepreneurship is a process of doing something new or creative and different (innovative) that is useful in providing more value. Entrepreneurship is derived from the word and business entrepreneurship. Wira means warrior, hero, superior human being, exemplary, virtuous, brave, regal in character. Business is an act of charity, work, and do something, so entrepreneurship can be interpreted as someone who does something. There are 6 elements in management, including:
4. Man, as a resource in the form of the ability of leaders and employees
5. in making a positive contribution to the Company (Value Added). There are 4 characteristics of a successful entrepreneur, namely passion for the business (passion for business), product customer focus (focus on products / consumers), tenacity despite failure (tenacity despite failure) and execution intelligence (execution intelligence).
6. Material, is an input for the production process in the form of raw materials that are processed by the company into goods that have a higher selling value needed by consumers so as to provide added value to the company. Material can be raw material, capital, and mind.
7. Machine, is a machine used in the process of processing raw materials into finished goods.
8. Method, which is a series of work processes (Way of Working) in companies that become companies have higher efficiency and productivity targets compared to competing companies.
9. Markets, is product marketing which is very important for the continuity of the production process and the company itself.
10. Money, to run its activities but this is not the most important in running a business.
11. Entrepreneurship in companies is referred to as interpreneurship. The aim is to continue to innovate, improve work, try to win the competition and keep profits and losses. The nature of an interpreneur include 1) innovative, creative, and confident, 2) results oriented, 3) willing to be a leader, 4) dare to make decisions quickly, 5) can seize opportunities, and 6) dare to fail.
12. The most important capital in a company is likened to “the right man on the bus”. Ie, the most important capital of a company is someone who has the appropriate nature and character, has the ability and expertise in line, has the ability to commit, has the ability to work together, and has a vision that is in line with the company.
13. According to Anies Baswedan, there are three factors for future development, namely moral character education and performance, competency education (critical, creative, communicative, and collaboration) and literacy skills. So the purpose of life becomes important in self-development because as an inner compass that always guides every action and becomes a humility that we must have a contribution to others, society and the environment. Successful careers are based on skills (experience), experience (experience) and work attitude (behavior). Currently students are educated for work that hasn’t been available, this is a challenge for students. Therefore, in lectures character education is taught to be able to face its future.
14. So to face the future, we can start from:
15. Build character (get used to be honest, on time, discipline, tolerance, etc.)
16. Master certain skills
17. Make interest (hobbies) as a trigger for achievement
18. Expand your horizons
19. Having “learning agility” by always trying to increase knowledge

2 Analysis of Production and Investment Costs by Ainur Ronny

Ainur Ronny is a CEO of Ngampooz and a lecturer at Budi Luhur University. He said that related to the analysis of production and investment costs. Previously we must examine the importance of financial aspects such as:

1. Dashboard (to test the GO / NO GO feasibility study)
2. Source of funds (own capital, investors or loans)
3. Investment costs (Costs to start a business)
4. Income / Expenses (Estimated income, investment costs and costs incurred
5. Eligibility criteria (Payback Period (PP), Averange Rate of Return (ARR), Net Present Value (NPV), Internal Rate of Return (IRR), and Profitability (PI))

Next is calculating business investment which consists of various funding sources including:

1. Source of Personal Funds (Bootstrap): Using personal money for initial capital to start a business. Self-owned business and free to determine finance.
2. Loan Fund Sources: Using other people’s money with agreements in the process of remodeling money, sometimes having to mortgage assets owned.
3. Investor Funding Sources: Using the assistance of others by agreement in the process of remaking money, but at your own risk. Make interesting pitching.
4. Crowd Funding: Inviting people to buy our product first, but before that MVP (Minimum Viewable Product) is available
5. Fixed Cost: Capital for the procurement of fixed assets such as business equipment, vehicles used for a long period of time
6. Variable Cost: Operational operating costs, such as employee salaries, electricity costs, telephone costs, venue rental fees, and other periodic costs. Adjusted to the conditions of production, can go up or down

After passing through these two stages, then it is at the stage of financial statements. Financial statements are a description of the financial condition of an organization that serves as an overview of the financial condition and performance of the organization, the basis for preparing the organization’s activity plans, monitors to control the organization, the basis for making decisions in the organization, and forms of accountability to external parties. The steps in preparing the financial statements:

1. Record transactions in public journals. A general journal is a journal used to record all types of financial transactions in a certain period.
2. Make a big book, which is a book that contains a collection of transaction data contained in general and special journals.
3. A trial balance is a list of account closing balances from a ledger on a certain date.
4. Adjusted trial balances are balances from the general ledger after adjusting for year-end or end-period conditions.
5. Financial statements, which include profit / loss statements, balance sheets, statements of changes in capital and statements of cash flows.

In business we must determine the target turnover of the business, then it is known by two terms turnover and profit. Turnover is the amount of money from the sale of goods / services in a certain period, while profit is the amount of money from the sale of goods / services in a certain period that has been reduced by costs and expenses. The tips for doing this include: 1) understand the Business Model Canvas; 2) use secondary data to analyze customer segment numbers; 3) note the amount of money hangs out for production; 4) determine the selling price of goods after calculating the unit production price; 5) can use markup models; and 6) write the company’s target turnover in the OKR (Objective Key Result) tool.

Then is the cost of goods sold or cost of goods sold, that is, all direct costs incurred to obtain goods / services sold that include the cost of raw materials, direct labor and overhead costs. The purpose of calculating this COGS is to determine profit / loss, determine the realization of production costs and selling prices of goods. Here’s the formula:

Net purchases = (buyer + transportation) – (return + discount)

Inventory = initial inventory + net purchase

COGS = inventory of goods – ending inventory

3 Digital Marketing and Product Visualization by Rhein Mahatma

Rhein Mahatma is a director of Vexanium and founder of digitalis.id. In growing his business ventures, he uses digital marketing methods. Digital marketing is a business method that sells a lot of goods / services but is often underestimated by entrepreneurs.

A concrete example that is done by the founder of Dapur Cook, with just a small thing by changing the URL can increase turnover to 8x in 2013. In 2014, Kitchen Entry was bought by Coopkad founder worth 10 billion. Cookpad is a digital marketing venture in Japan and is the largest in the world. Here are the digital marketing channels that are from the most sophisticated level, including:

1. Marketplace (not paid)
2. Sosmed (not paid)
3. Marketplace (paid using topads, Shopee Ads)
4. Social Media (paid through FB ads, IG Ads with interest targeting)
5. Website (not paid but does not mean no SEO / Google ranking budget)
6. Google Ads Search (paid by targeting intention)
7. Email marketing (paid by targeting prospective cust 1 foot already in the store)
8. Google Display Network (paid)

Digital marketing methods that are often used are SEO, google ads and Facebook social media. The differences of the three methods are:

SEO: a method that when searching for its products on Google, then your product is ranked well.

Google ads: a method that when searching for products on Google, by paying to Google then your product will be ranked well.

Facebook: the method of advertising but still interest and demographics according to your product.

The way to sell quickly on social media is to sell goods that have high conversions and impulsive goods that are on the rise or trending abroad. An example is a rollie bollie, a spill-proof place for kids. It also requires building funnel which includes the following ways:

1. Awareness, that is by bringing traffic to the website.
2. Consideration, can be done with invitation webinars, offline meet ups, email sequences and purchases.

In addition to building funnel, there are also things that need to be considered is keyword research. This keyword research was carried out using the Google Keyword Planner feature in Google ads. Furthermore, after creating keywords for business items, then the next step is to create ads, for example on Facebook. What is done first is to create a fanpage then enter the ads manager and fill in the criteria in making the ads that we want.

Copywriting is a way of delivering products to prospective customers as part of a digital marketing strategy. The digital marketing method of including product photos is the most essential thing that potential customers pay attention to. Therefore product photos must be interesting, there are various product photo displays, including lighting and models, eye contact and smile, video ads, carousel ads, multiple images, important messages in pictures, social proof, branding, etc.

2 Business Presentation and Pitch Desk by Andreas Sanjaya

Pitching / business presentation based on the type of goal is divided into 2, namely:

1. Pitching investors, the key is to be more concerned about explaining potential business, target market / turnover based and revenue.
2. Pitching customers, the key is more concentrated on the price the customer pays to get the goods / services offered (product demo)

In investor pitching consists of 4, as follows:

1. Elevator pitch or 30 sec pitch

The function of the elevator pitch is to attract the attention of investors for further discussion about our business. Things that need to be conveyed within these 30 seconds are a) what the business does (using the simplest language), b) target market (usually has a large target market that is more attractive to investors), c) proof / achievement ( for example total sales, osmet, applications already released and percentage growth).

1. 2 min pitch

This method is usually done at certain events, while the steps are 1) do 30 s pitch; 2) the uniqueness of the business; 3) how to create profits; 4) team; 5) request.

In addition, there are also things that trigger investors to want to cooperate with our business, such as traction, team, intellectual property, and vision. We must also pay attention to the content of the pitch desk so that the material presented is useful and appropriate for the purpose. Then it will be a good pitch desk if there is an elevator pitch, the problem, your solution, market size, Business Models, proprietary technology, competition, marketing plans, teams and money.