BUSINESS PLAN FOR EXPANSION OF “LILIUM_BNGFLORIST"

Abstract

Along with the development of the era, the existences of the art of flower arrangement increasingly grow up (Syfa, 2013). It can be seen from the various types and flower arranging techniques that has developed over time. Originally, plants or flower pots are only for show and used for specific purposes, now it has developed into a variety of unique and interesting shapes for various purposes (Admin1, 2018). These developments are in line with the florist business development in Indonesia which currently increasingly being encountered, especially with all the ease by the advancement of existing technology. However, there are tight competitions in florist industry, because some people already know about the opportunity of this business in the future. Therefore, Lilium_BnGflorist needs to have certain uniqueness and always innovate in order to be different with competitors. Lilium_BnGflorist is florist business that offers variety of flower arrangement as well as party or room decoration using local and imported flowers with premium quality of supporting materials and wrapping technique. Established since February 2015, Lilium_BnGflorist have no physical store yet so all orders are only received through online order system. By receiving online order, Lilium_BnGflorist can gain the net profit up to IDR 2,600,000 per week and gain more and more customer by using instagram promotion and word of mouth from Lilium_BnGflorist’s loyal customer. Seeing the future opportunity of this business, with this business plan the author want to expand this business from online business to online and offline business. This expansion is done because the author wants to explore new target market such as cafes, hotels, offices and its kind to cooperate with Lilium_BnGflorist in the provision of flower arrangements, cut flowers supply, as well as dinner, room, meeting and party decoration. Based on three years of author experience in this business, most companies, hotels, cafes and its kind will be more confident to cooperate with a florist who has a physical store. So also with the above 40 years old people will usually choose to buy flowers at the flower shop, not through online. So hopefully this expansion will bring Lilium_BnGflorist to be better known, in demand and become the choice of more and more people in the future. Lilium_BnGflorist physical store will be located at Ruko Grand Galaxi West Bekasi and will provide a new shopping experience as well as present a new concept of flower shop, especially in Bekasi area. The location has a strategic location close to West Bekasi exit toll KM. 9, in the "New Golden Triangle", quick access to the industrial area, offices, residential and commercial growth hub of East Jakarta, Cikarang and Bekasi. Author tried to make convenience shopping environment, personal assistence, free consultation service, good quality of products, and competitive price that will make customer feel comfortable when they are shopping at Lilium_BnGflorist. Expansion of Lilium_BnGflorist by opening a physical store is aimed to expand the customer network from only individuals and groups to more widespread such as cafes, hotels, agencies and so forth. Although doing business development with offline or physical store, Lilium_BnGflorist will still accept order via online by improving every service available to facilitate customer in ordering. Lilium_BnGflorist targeted business market segment like hotel, restaurant, institution and others, as well as customer market segment like individual and group. In order to expand this business, Lilium_BnGflorist will need IDR 200,000,000 as the begining capital budget that will be utilized for building renovation, building rent, equipment purchase, marketing and etc. To support this business plan, Lillium_BnGflorist is projected three years of financial report and will be meet the payback period on the eleventh month.