BUSINESS PLAN FOR THE SOCIAL BISTRO “Café and Resto”

Abstract

Nowdays, Padang is experiencing an increasing interest of culinary, tourism and recreation. The societies are quite aware with the culinary diversity and tend to try something new. The business idea basically arises from the potential location which located at Gajah Mada Street. This area especially focuses in education field. In this area, there are several private campuses, schools, and some government institution. It is a great opportunity to open a culinary business here. The Social Bistro has been running since 11th of November 2013. The Social Bistro provides 4 types of food such as Korean food, Oriental Food, Western and Indonesian cuisine. The Social Bistro serve the popular food from each culture. Korean food is the special menu of Social Bistro and become the first restaurant that offers Korean food in Padang. The Social Bistro also provide some variety of coffees. One of the mainstays of our beverages menu is Whiskey coffee which designed to be the competitive advantage of our business. Social Bistro not just a place to eat, but also provides the atmosphere and concept of comfortable place to gather with friends and co-workers. The Social Bistro appear with the concept of "Campus Life”, where this theme is expected to be suited with the city of Padang as education city where there are a lot of college students and mostly came from the outside of Padang. So many of them live in boarding house with high intensity to eat outside. The target market range from 15-29 years old from medium in to high classes. v

The industry analysis based on the consumer price index growth / inflation in September 2013, the city of Padang has experienced an inflation of 1.93% in food and transport, as well as an increase of 0.1% in education, recreation and sports. (Sumbarprov.go.id 2013) From the selection of location in Gajah Mada Street, the target market are the students and employees who did their activity around this location. The market will focus to the students and employees who indulge in North of Padang or in a 1-6 km radius from the location of Social Bistro.Within this radius there are 12 educational institutions which became the main market. Some of the competitors who have open their business this area are quite a lot. There are also several famous

brands such as KFC, Solaria, Mc’d, Enhaii,

haustea and some restaurant like Nunos, DhamarSheeker, Oishietc, already open near from social bistro location with the same market . The promotion and advertising will be conducted through brocure and some social media in the internet. Brochures and pamphlets are the most effective media for promotion. Social Bistro distribute flyers directly to several campus and community centers in Padang. Some social media such as facebook, twitter, and blogs will also intensively conduct as media promotion. The status of Social bistro is an individual company. Share is owned by a single owner. The management teams consist of 8 members and led by the founder Miftah ElviRahmi, age 21. Miftah had a hobby in culinary tourism, and based on his family background that was to pursue in culinary business. Besides it, Miftah was a President University students who majoring in Business Administration.