RICH HELMET: HALF-FACE HELMЕТ MANUFACTURING AND E-COMMERCE GO-ТОMARKET IN INDONESIA

Abstract

A study in the form of a business plan aimed at establishing a company engaged in the field of motor vehicle accessories. Named Rich Helmet, the brand produces half-face helmets by integrating small-scale manufacturing with a sales strategy through an e-commerce platform. This study was initiated by the growth of motor vehicle sales, especially two-wheeled vehicles and electric vehicles. Based on this growth, Rich Helmet positions itself as a safe, stylish, and affordable helmet for people in Indonesia. This business feasibility analysis study uses qualitative and quantitative analysis. For secondary data, it uses data from the Indonesian Motorcycle Industry Association (AISI), BPS, and online marketplaces such as Shopee, Tokopedia, and TikTok Shop. In the analysis to evaluate internal and external factors and identify strengths, weaknesses, opportunities, and threats in this study using PESTLE analysis, porter's five forces analysis, SWOT analysis, and business model canvas analysis. For this business plan projection, calculations are carried out in various possibilities where there is a break event point, return on investment, payback period, and finally analyze sensitivity scenarios.. In the study, a profit margin of Rp 320,000 per unit was obtained, assuming a selling price of Rp 420,000, with a production cost of Rp 130,000 per unit. For an initial investment of Rp 179,000,000 with a projected unit sales of 2,684. Assuming all units are sold, a net profit of Rp 550,688,400 was obtained, with a payback period of 3.9 months. The break-even point value is 1,063 units. The implementation plan starts with the production of 500 units, digital marketplace launch, and monitoring key performance indicators such as Customer Acquisition Cost, Conversion Rate, and Repeat Purchase Rate. This study is expected to be the basis for decision-making for entrepreneurs who will start a business in the world of motorcycle accessories, especially two-wheeled vehicles. For academic contributions, it becomes a feasibility study for the helmet industry in Indonesia