BUSINESS MODEL GENERATION FOR STARTUP COMPANY IN PROPERTY DEVELOPMENT (CASE STUDY: MANNA PROPERTY)

• Main Author: AULIA 29116158, PRIMA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29981
• Institution: Institut Teknologi Bandung

Property business is one of the most valuable and profitable business in the world. The supply of land is limited while the demand is growing. Hence, the value of land and property above it is always increasing over time. <br /> <br /> Manna Property is a startup company in property development based in Bandung. As a new company, Manna Property is currently in learning curve of developing the knowledge in property then implements it. Manna Property also realizes its limited capital drives Manna Property to plan and execute its business very carefully. <br /> <br /> As a startup company in property, Manna Property is facing the fear of not being able to fulfill the needs of customers in property these days. This fear is strengthened by the fact that Manna Property has not done any research before generating its business model. The current business model of Manna Property is incorporating high capital and high level product that could lead to the loss of the company in the future time. Therefore, this research is conducted and purposely intended to help Manna Property generating the suitable business model for startup company in property. <br /> <br /> In internal analysis, Manna Property finds that its business model is targeting middle–up customer segment with mature profile. In external analysis, PEST is resulting how government of Indonesia encourages the property business by issuing policy loan to value (LTV). Porter’s Five Forces yields moderate to high competition/rivalry in this field of business. Questionnaire methodology captures the aspiration of various customer segments towards property industry where the young and middle-age customers are the majority of respondents that have interest in property. In depth-interview confirms the mature customer segment seeks higher level of property with high price. With many inputs, Manna Property pairs the middle level cluster house (250-450 million rupiah) with young to middle age (20-40 years old) customer segment. The analysis of STP, benchmark, and SWOT confirms it. <br /> <br /> As the result, the suitable business model for Manna Property is middle level price cluster house (250-450 million rupiah) with young to middle age customer segments (20-40 years old), average monthly income more than 5 million, and family with marital age less than 7 years old. This result is poured in Manna Property’s new business model canvas. <br /> <br /> The implementation is done at Project Cimenyan with proposed budget and project timeline, bearing the characteristic of Manna Property’s new business model. <br />