PROPOSED BUSINESS STRATEGY FOR DIGITAL FINANCIAL PLANNER FINTECH, CASE MODEL: FINANSIALKU

• Main Author: Nurisman Syarif, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/42836
• Institution: Institut Teknologi Bandung

These days, the development of financial technology (Fintech) in Indonesia is growing rapidly, it happens because the people of Indonesia, especially millennials, warmly accept the arrival of this technology wave. There are at least 9 financial technology categories in Indonesia, one of them is financial management and personal wealth which currently only covers 8% of the total Fintech population in Indonesia. One of the startups that involves in this category is Finansialku which offers digital personal financial planner service. Productive millenials group in Indonesia as a potential market for financial technology has a very large number, which is around 63.4 million people, of which 40% are considered to have adequate financial literacy. 78% of that number is considered to have knowledge about Fintech and 58% of them are users of Fintech, this means that there are around 11.4 million people who are active users of Fintech. On the other hand, currently Finansialku only acquires 117,250 users, the number is very small when compared to the existing market potential. This final project has a purpose to help Finansialku captures the opportunities on the potential market by proposing business strategies based on its excellence. Several theories are used in problem identification to strategy implementation, to asess the business situation internally, the theory used are APQC’s PCF, RBV, and VRIO. Whereas for external situation, the theories are The General Environment, Porter's 5 Forces, Competitor Analysis, and Consumer Analysis. Theories used to formulate strategies after completing business situation analysis are Porter Generic Strategies and TOWS Matrix. As a result of the analysis, several strategies are proposed namely Differentiation Strategy and SO - WO Strategy. At the end of this final project, the implementation plan of the proposed strategy and its resource requirements are also provided.