BUSINESS PLAN FOR NEW PROPERTY BUSINESS FEATURING SUSTAINABLE HIGH-PERFORMANCE MICRO HOUSE CONCEPT

• Main Author: Sari Damayanti, Cassandra
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53996
• Institution: Institut Teknologi Bandung

The high backlog in Indonesia has encouraged the Indonesian government to implement a large scale of house provision program. In recent years the prefabricated house has been considered as a better alternative for mass housing production such as for developers or government. Prefabricated houses offer faster construction duration, increase project efficiency, and reduce construction waste. On the one hand, the provision of housing supply also needs to pay more attention to environmental sustainability aspects, since climate change has become a global issue. This is also supported by the customer behavior shifting that make customers, who are mostly millennials, more interested in the sustainability aspect of a house. From this phenomenon, a start-up company named Rawhaus, a research-based Design, Engineering, and Construction, is trying to take a business opportunity which features a sustainable prefabricated high-performance micro house concept as new alternatives option in Indonesia. The study aims to demonstrate that Rawhaus has a potential market in Indonesia. The main business issue is how to establish a Design, Engineering, and Construction company that features Sustainable prefabricated high-performance microhouse concepts. Several points of concern for this research are customer preference towards the products and what kind of resource and capability to establish the company. The study also analyzes the business problems in establishing a design, engineering, and construction company. Several frameworks such as PESTEL and PORTER’S Five Factors are used to evaluate external factors that become business issues in setting up this company. While company value chain analysis and the company cost structure are used to evaluate the internal condition, competitive power of a resource or capability, and the financial plan of the company. As primary data, quantitative market research through questionnaires to several of potential customers was conducted. The questionnaires cover customer demographic, customer behavior related to their preference on sustainability aspects, and customer perceptiveness i towards the product price. Moreover, a direct in-depth interview with the business owner was also conducted to gain a better understanding about the industry. The results of the pilot market research suggested that Prefabricated housing that features sustainable highperformance house concepts have a great potential in Indonesia since sustainability features and the minimalist concept offered by the company are the main factors that attract the potential customers. The results from the frameworks analysis and the pilot market survey serve as the basis data for the author in formulating a business strategy, such a business model canvas, a preliminary marketing strategy, and a financial projection of the company that will be established. A sensitivity analysis and scenario analysis also conducted by the author to see how some factors affect the financial condition of the company and how big is the probability that the company will generate positive profitability. The result suggest that the company should be aware of any factors affecting changes on some key variables such as quantity sold realization, price per unit realization, direct material for product, direct labor cost, and inflation rate. This research is expected to contribute not only to Rawhaus Indonesia to establish the business, but also development of design, engineering, construction and real estate research and theory, specifically regarding customer preferences, sustainable house product, and the pricing strategy.