Desiccated Coconut

PONOROGO DESICCATED COCONUT
A Project feasibility study

Presented to
The faculty of school of business
SAINT MARYS UNIVERSITY

Bayombong , nueva vizcaya, THE PHILIPINES
In partial fulfillment
Of the requirement for the degree
Bachelor of science in entrepreneurial management
By :
RATNA DWI PAWESTI (605018)
September 2015
TABLE OF CONTENTS
Table Of Contents..................................................................................................i
List Of Tables.......................................................................................................iv
List Of Figures.......................................................................................................v
Approval Sheet......................................................................................................vi
Preface...................................................................................................................vii
Introduction.........................................................................................................viii
Acknowledgement................................................................................................. ix
Chapter 1. The Executive Summary..................................................................1

1.1. Vision..................................................................................................1
1.2. Mission...............................................................................................1
1.3. Goals...................................................................................................1
1.4. Objectives...........................................................................................1
1.5. Highlights...........................................................................................2
1.5.1. Project Background.............................................................2
1.5.2. Management And Personnel Feasibility Summary.............2
1.5.3. Marketing Feasibility Summary..........................................3
1.5.4. Production Feasibility Summary.........................................3
1.5.5. Financial Feasibility Summary............................................3
1.5.6. Socio Economic Feasibility Summary................................4
1.5.7. Project Implementation And Timetable...............................4
1.5.8. Conclusions To Feasibility..................................................4
Chapter 2 Project Background...........................................................................5

2.1. Project Proponent...............................................................................5
2.2. Proposed Name Of The Business.....................................................6
2.3. Location Of The Business..................................................................6
2.4. Type Of The Business Organization...................................................6
Chapter 3 Management And Personnel Feasibility..........................................7
3.1. Personnel (Administrative).................................................................7
3.2. Work Schedule Of Staff And Employee.............................................8
3.3. Proposed Salary And Allowances Of Employee................................8
3.4. Management Proposal........................................................................9
Chapter 4 Marketing Feasibility........................................................................10
4.1. General Market Description...............................................................10
4.1.1. Target Market.......................................................................10
4.1.2. Demographic.......................................................................10
4.1.3. Psychological And Socio Culture........................................10
4.1.4. Learning Involvement.........................................................11
4.1.5. Geographical Location........................................................11
4.2. Demand Figure Data..........................................................................13
4.2.1. Population And Actual Demand..........................................13
4.2.2. Projected Demand...............................................................13
4.3. Demand Supply Analysis And Market Potential................................14
4.4. Market Shares.....................................................................................15
4.5. Projected Sales....................................................................................15
4.6. SWOT Analysis.................................................................................16
4.6.1. SWOT Matrix......................................................................16
4.6.2. Questionnaire Design..........................................................17
4.6.3. Questionnaire Matrix...........................................................18

4.6.4. Result Of SWOT Data Processing.......................................19
4.6.5. SWOT Position....................................................................20
4.6.6. Internal And External Factor Evaluation.............................21
4.7. Proposed Marketing Strategy.............................................................22
4.7.1. Product Strategy..................................................................22
4.7.2. Pricing Strategy...................................................................23
4.7.3. Promotion Strategy..............................................................23
4.7.4. Placement Strategy..............................................................24
Chapter 5 Production Feasibility.......................................................................25
5.1. Product Or Services............................................................................25
5.1.1. Product Categories...............................................................26
5.1.2. Product Features..................................................................26
5.1.3. Product Benefit And Nutrient Facts....................................27
5.1.4. Standard Quality Product....................................................29
5.2. Flow Process Of Production...............................................................30
5.2.1. Process Production Of Desiccated Coconut........................30
5.2.2.Flow Chart Processing..........................................................34
5.3. Machines, Equipments And Utilities.................................................35
5.3.1. Machines And Equipments.................................................35
5.3.2. Utilities................................................................................38
5.4. Materials Requirement......................................................................38
5.5. Project Location..................................................................................39
5.6. Project Layout....................................................................................41
LIST OF TABLE
Table 1.1. Time Table And Action Plans..............................................................4
Table 2.1. Project Proponent.................................................................................5
Table 3.1. Job Description.....................................................................................7
Table 3.2. Work And Schedules ..........................................................................8
Table 3.3. Indirect Salary......................................................................................8
Table 3.4. Direct Salary.........................................................................................8
Table 4.1. Demographic.........................................................................................10
Table 4.2..Psychological And Socio Cultural.......................................................10
Table 4.3. Average Temperature & Rain Fall In PONOROGO.............................12
Table 4.4. Population Of PONOROGO District..................................................13
Table 4.5. Actual Demand Of The Product..........................................................13
Table 4.6. Projected Demand.................................................................................14
Table 4.7. Market Potential....................................................................................15
Table 4.8. Market Share.........................................................................................15
Table 4.9. Projected Sales......................................................................................15
Table 4.10. Questionnaire Matrix..........................................................................18
Table 4.11. Result Of Swot Data Processing.........................................................19
Table 4.12. Internal And External Factor Evaluation............................................21
Table 5.1. Desiccated Coconut Of Nutrient Facts.................................................29
Table 5.2. Standard Quality Of Product...............................................................29
Table 5.3. Machines And Equipments..................................................................35
LIST OF FIGURE
Figure 2.1. Proponent Of Share............................................................................5
Figure 3.1. Functional Type Of Organization........................................................7
Figure 4.1. PONOROGO Map.............................................................................11
Figure 4.2. Graph Of Temperature & Rain Fall In PONOROGO.........................12
Figure 4.3. SWOT Matrix......................................................................................16
Figure 4.4. SWOT Analysis Quadrant................................................................ 20
Figure 4.4. Marketing Mix....................................................................................22
Figure 5.1. Desiccated Coconut Medium Grade..................................................25
Figure 5.2. Design Packing...................................................................................27
Figure 5.3. Logo....................................................................................................27
Figure 5.4. Illustration Of One Mature Coconut...................................................30
Figure 5.5. De-Husking Process............................................................................30
Figure 5.6. Shelling Coconut................................................................................31
Figure 5.7. Paring Process....................................................................................31
Figure 5.8. Washing Process.................................................................................32
Figure 5.9. Grating Process..................................................................................32
Figure 5.10. Drying Process.................................................................................33
Figure 5.11. Stand Up Zipper Pouches..................................................................33
Figure 5.12. Packing Process................................................................................33
Figure 5.13. Pre-Processing & Processing ...........................................................34
Figure 5.14. Coconut Trees..................................................................................38
Figure 5.15. Coconut & Coconut Meat................................................................39
Figure 5.16. Map Of The Location........................................................................40
Figure 5.17. Project Layout Floor Plan.................................................................41
APPROVAL SHEET
In Partial Fulfillment Of The Requirement For The Course
Bachelor Of Science In Entrepreneurial Management
This study entitled
PONOROGO DESICCATED COCONUT : A Feasibility Study
Has Been Prepared And Submitted By :

RATNA DWI PAWESI (605018)
Whose Grade For The Paper Is_______________________
Accepted In Partial Fulfillment Of The Requirements Of The Degree Of
Bachelor Of Science In Entrepreneurial Management
Preface
All praises and thanks to ALLOH SWT, who has provided grant and
guidance so that we can complete our business plan on time
Small scale industry, it is significant segment of the Indonesian economy
and the objectives underlying its development are increase in the supply of
manufactured goods, the promotion of capital formation, the development of
indigenous entrepreneurial talents and skills and the creation of employment
opportunities.
In this proposed project we have included various concept method of
management business to get success in build a small business / small scale
industry. Doing this project helped us to enhance our knowledge, experiences,
related with our topic concept and we come to know about importance of team
work and role of devotion the work.
I hope this proposal useful for reader and all who are preparing proposal
,also we hope all advices and opinions in order to build this proposal.
Introduction
Indonesia is a country rich in plantation commodities. One of the plantation

commodities in Indonesia is coconut. Coconut is one of commodities must widely
spread because it can be grown intentionally by human and naturally in less
populated regions (By AMIN, 2009)
Coconut (cocos nucivera) are important in the development of plantation
sub sector among others , to meet the needs of domestic as well as export
commodities of foreign exchange . East java including 10 major coconut
producing areas in Indonesia. One of the coconut producing area in East java is
PACITAN district that near to PONOROGO district, another area is
TRENGGALEK district also has high potential producing coconut. Coconut
production area in PACITAN district in 2013 reached 25.899 Ha and
TRENGGALEK district about 18.440 Ha with an average production of 1.462 ton
each year.
Because of production coconut in East java abundant and many food
industries locally and overseas need desiccated coconut, we would like to
establish PONOROGO desiccated coconut industry that produce medium grade of
desiccated coconut. Beside it can help farmers to sell their crops also we want to
introduce the way to process coconut better to increase selling price coconuts.
Acknowledgement
We would like to extend our deepest gratitude and sincere appreciation to

the following individuals who helped this plan possible.
To Saint Marys University for offering continuing education and being an

instrument in opening another door an opportunity of becoming an
entrepreneur
To DR. ANGEL T. RAMOS, MBA, BSC, CPA, D.ED for given us a
chance to have a better future
To Ir. FAJAR KURNIAWAN, M.SI,RQP-GB for the guidance in
understanding of business implementation
To our beloved friends who are always being there to share our joy and
laughter
CHAPTER 1
THE EXECUTIVE SUMMARY

1.1 VISION
We aim to be the leading manufacturer and distributor of desiccate coconut

in local market.
We want to be the largest producer of desiccated coconut in Indonesia and
one of the largest producer in the south Asia.
We want to be recognized as the leading exporter of desiccated coconut.
To diversify and seek new avenues of trade and market.
1.2. MISSION
To improve the well being of coconut farmer in Indonesia through

production of desiccated coconut.
Developing human resources for effectiveness transfer of technology.
We aim to promote desiccated coconut in Indonesia.
We aim to raise farmer income by improving productivity coconut and
improving quality standard.
To contribute toward the economic growth of our people and country.
1.3. OBJECTIVES
To produce only high quality of desiccated coconut made from fresh

coconut meat that will satisfy our consumers
To gain 60% of the market for desiccated coconut in 2018
To achieve 20% return on capital employees by October 2018
1.4. GOAL
To be recognized not only to numerous health conscious consumers but to

every individual about existence of desiccated coconut
To create new innovative coconut product
To promote best quality, health, wealth to create strong brand
1.5. HIGHLIGHT
1.5.1. PROJECT BACKGROUND
Productivity of coconut fruits is often abundant when harvesting season

occurs, so that the price of coconut fruits are likely decline, in contrast the price of
coconut fruits will be high when harvesting season finished. Because of that
reason we purpose to introduce dried shredded coconut (desiccated coconut)
product especially to PONOROGO community.
The name of our proposed product is PONOROGO DESICCATED
COCONUT. Our project will be located at 10 Selo Aji Road, Ponorogo regency,
East Java, Indonesia. Our proposed product is desiccated grated coconut, it is a
dried and grated coconut made from fresh coconut meat. We produce medium
grade desiccated coconut.
Product description:
Type Of Product
= Desiccated Grated Coconut (Medium Grade)
Price Of Product
= Size 100 Gram, HKD. 6 /Each

Size 250 Gram, HKD 15 / Each
Size 500 Gram, HKD. 30 / Each
Production Capacity = 12.000 / Month

Form Packing
= Rectangular
Packaging
= Foil Stand-Up Zipper Pouches
Type Of Our Business Is General Partnership That Consists Of Three

Proponents. The Proponents Are Ratna Dwi , Sunarti Wida, Luwes Erni.
1.5.2. MANAGEMENT AND PERSONAL FEASIBILITY SUMMARY

All business needs a range of skills to be able to survive and grow. It is why
management in a business very important having an effective and strong
management, its important as a whole to grow and develop. As a business grows
a management team is also important in spreading leadership responsibilities.
Our management team consist of one director , one production manager ,
one marketing & finance manager and five direct labor who skilled and have
good qualification. We also provide training for new employees /labor to develop
their skills and knowledge.
1.5.3. MARKETING FEASIBILITY SUMMARY
Our industry will position products by offering the best quality through
extensive marketing to satisfy and retain a delighted target market. Marketing
team which consists of industry founder will be tasked with marketing programs
which will take place before and during and after launch. Each employee will
target about 2-3 sub district in ponorogo, depending on location by conducting
direct marketing, Advertising & conducing testers in major supermarket/mall of
ponorogo city. This strategy will create brand awareness and also position brand
for potential market in the long run.
Company will investigate competitors in the market to compare value and
satisfaction by value offering and position product through marketing research
and survey. Our management team will be analyzing periodically and monitoring
strategic steps taken by competitors and comparing sales volume to determine
value added conviction from each segment. This strategy will allow team to
innovatively surprise target and potential market with new product development
consistent with brand.
1.5.4. PRODUCTION FEASIILITY SUMMARY
Our industry will lease a building for main office and production place.
Then we will buy some machines, equipments, and utilities to help our work more
effective and efficient. We will buy raw materials need in production from
trenggalek regency and pacitan regency. Waste disposal shall be dealt on
environmentally friendly manners.
1.5.5. FINANCIAL FEASIBILITY SUMMARY
Total capital of HKD 155.400 is needed to operate our proposed project, and
this amount will be finance by three partnerships. Two partners will contribute
about HKD 26.350 each person, one proponent will pay about HKD 52.700, and
Loan HKD 50.000. Projected net income after tax shall be divided based on
capital contribution. Revenue our industry is about HKD 13.600 in the first year
and will be increase becomes HKD 87.900 in the second years.
1.5.6. SOCIO-ECONOMIC FEASIBLITY SUMMARY
The proposed business can absolutely contribute to the municipality of our
proposed location in the form of taxes and license payment. Also we are
supporting some social activities in the community like health programs and
others community programs such as health walk activities, and so on.
Moreover, social responsibilities consist of obligations a business has to do to
society, to the environment, community involvement and human resources.
1.5.7. PROJECT IMPLEMENTATION AND TIME TABLE
Assuming that total opening time frame of the proposed project from the
start until normal is about five month. For details about our time table and action
plans as below:
Table 1.1. Time Table And Action Plans
No
.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
ACTIONS
July
Research on product
Product design
Development of website
Preparing logo and brand ,
order stationary
Link website to key
business site
Open website to public
Pressure test operation
with family and friends
Visit all local coconut
board offices
Place advertising in some
magazines , radio ,etc
Introduce business to local
groups and others
businesses , Distribute
brochure and special offers
Invite writers and
publishers week
Grand opening of
PONOROGO Desiccated
Coconut Industry for local
groups,
Republish brochure
Web specials for future
days to be offered
3rd
Aug
ust
Sept
Oct.
Nov.
Who
1st
Ratna
Wida
Luwes
Wida
10th
Wida
20th
25th
Wida
Luwes
27th
Luwes
5th
20th
2nd
Ratna
7th
Ratna
14th
Ratna
1st
Ratna
3rd
10th
Luwes
Wida
1.5.8. CONCLUSION TO FEASIBILITY

We believe that this proposed project is feasible and will be operate soon.
CHAPTER 2
PROJECT BACKGROUND
2.1. PROJECT PROPONENT
PONOROGO desiccated coconut industry is a business partnership that
consist of three proponents. The project proponents feasibility study shown in
table 2.1. Below
Table 2.1. Project Proponent
NAMA
NATIONALITY
ADDRESS
Ratna Dwi
Indonesia
East Java
OWNERSHIP
(%)
50%
Sunarti Wida
Indonesia
East Java
25%
Luwes Erni
Indonesia
East Java
25%
Each proponent invests and participates in running the business and is liable
for entire acts and debts of the business in any situation and condition might
happen in the future . Project proponent of share shown in figure 2.1.below
25%
50%
25%
Figure 2.1. Proponent Of Share
share Ratna dwi

share Sunart
share luwes
2.2. PROPOSED NAME OF THE BUSINESS

PONOROGO DESICCATED COCONUT INDUSTRY is name of our
proposed business. That is a desiccated coconut manufacturer whose process fresh
coconut meat becomes grated dried coconut. We choose the name of Pinero
because Ponorogo is our hometown and place where our industry will be located.
2.3. LOCATION OF THE INDUSTRY
Our industry and the main office will be located at 10 Selo Aji Road,
Ponorgo regency, East java, Indonesia. This place is just about 100 m from
Terminal Bus / Ponorgo bus station.
2.4. TYPE OF ORGANIZATION

The proposed project is a general partnership because each partners
shares in the profit and liability of the industry. This industry will use the
Functional Type Organization.
CHAPTER 3
MANAGEMENT AND PERSONNEL FEASIBILITY

3.1. PERSONNEL (ADMINISTRATIVE)
Proposed number of personnel management in our industry is three persons,
and we also hire some employees to help in production process. We are going to
use functional type of organization structure. In this type organization every
person /every department will work as theirs specialization.
DIRECTOR
MARKETING & FINANCE MANAGER
PRODUCTION MANAGER
EMPLOYEES
Figure 3.1. Functional Type Of Organization
Table 3.1. Job Description
Job
Requirem
ent
Director
Specifications
Managing both
the revenue
And cost
element of
industrys
income
statement.
Production Budgeting,
Manager
scheduling work
and coordinating
the various
production
departments.
Marketing To develop,
& Finance establish
Manager
marketing
strategies to
meet objectives.
RESPONSIBILITIES
Planning, delegating, coordinating,

staffing and decision making to attain
good profit.
Increase management effectiveness by
recruiting, selecting manager.
Developing strategic plan by studying
technical and financial opportunities
Planning and organizing production
schedules, Overseeing production
processes.
Organizing the routine maintenance of
production machines and equipments.
Manage all marketing advertising
activities.
Analyzing of customers research, current
market condition.
Perform financial analysis, reporting, and
management.
3.2. WORK AND SCHEDULE STAFF AND EMPLOYEES

Working hours office employees and production employees from Monday
to Saturday is shown in table 3.2. Note: Sunday is close.
Table .3.2. Work Schedule Employees
Days
Monday Friday
Friday
Saturday
Working hours
08.00 am -17.00 WIB
08.00 am 17.00 WIB
08.00 am 12.00 WIB
Break time
12.00 13.00 WIB
12.00 13.30 WIB
-
3.3. PROPOSED SALARY AND ALLOWANCES OF EMPLOYEES

Wage system in our industry is based on the status of the employee,
basically determine by job title, expertise, skills, work performance, and so on.
Taxes on salaries are the responsibility of the employee. Wage of employees in
our proposed industry consist of:
Basic salaries.
Incentives.
Meal allowances.
For employees who are work overtime will receive additional overtime fee
calculated based on rates. In addition, company provides a health insurance and
other allowances such as IDHUL FITRI allowance (THR). Proposed salary of
employees and other personnel shown in table 3.3. And table 3.4.
Table 3.3. Indirect Salary Of Employees
Job position
1. Director
2. Production manager
3. Marketing & finance manager
Total
Salaries (HKD) / monthly

3000
2000
2000
7000
Table 3.4. Direct Salaries + Meal allowances (HKD)

Job position
Salaries (HKD) /monthly
Pre-processing coconut operator 1
1000
1000
Processing coconut operator 1
1000
1000
Packing desiccated coconut operator
1000
Total
5000
3.4.
MANAGEMENT PROPOSAL
1.
2.
3.
4.
5.
Business must look ahead, not behind. Its not just the big company need to
do, but every business must innovatively to compete. They must create new
products and services for new markets. They must be creative, and come up with
new ideas that never would have been thought before. (by Scott McFarland).
As new industry we know that its not easy to enter to the market and
compete with competitors, but we would do our best to grow our industry. We will
develop new products and improve our quality for consumers satisfaction.
Market centered organization is desirable for our industry with a horizontal
structure that will encourage empowerment, higher accountability of overall
quality of relationships and employees freedom to take action in satisfying
customers individually. (By KOTLER and KELLER, 2012).
Beside those concepts we also believe other concepts:
TREAT BUSINESS AS A SERIES OF RELATIONSHIPS NOT JUST

ALLIANCES,
This concept tend to focus on managing the complexity of the interactions of
different department inside the industry and people who are trying to
accomplish different things, rather than trying to get them to fight some
imaginary enemy.
ENVISION THE CORPORATION AS A COMMUNITY,

when executives and managers see their organizations as community of
individuals, who have individual hopes and dreams. They begin to find ways
to connect those hopes to the organizations purposes.
TREAT EMPLOYEES LIKE ADULTS,

many companies that think of employees as children tend to hire immature
and irresponsible people. By contrast, when company expects adult behavior,
they tend to find and hire adults.
CHAPTER 4
MARKETING FEASIBILITY
4.1. GENERAL MARKET DESCRIPTION
4.1.1. TARGET MARKET
By using the data gathered in our research and studying the current facilities
around the city, we have identified that urban areas are our primary target market.
Why urban areas?
Urban people experiment with new products

Urban people always busy at works and looking for convenient products.
Urban areas are High potential Market, due to growing urban population.
Urban people willing to pay premium price for quality products.
Urban areas are established retail chain for increase market penetration.
Urban areas ever growing middle class and upper class sectors.
4.1.2. DEMOGRAPHIC
Our demographic market segmentation shown in table 4.1.
Table 4.1. Demographic
DEMOGRAPHIC
1.
2.
3.
4.
5.
6.
CRITERIA
15-70 years old
Male and Female
All categories
All categories
All categories
All categories
Age
Sex
Marital status
Income
Education
Occupation
4.1.3. PSYCHOLOGICAL AND SOCIO CULTURAL

Our psychological and socio cultural segmentation shown in table 4.2. Below
Table 4.2. Psychological & Socio Cultural
1.
2.
3.
4.
5.
6.
categories
Personality
Culture
Religion
Native
Social class
Family type
criteria
Open minded
Urban culture
All categories
Java
All categories
All categories
4.1.4. LEARNING INVOLVEMENT
10
It is composition of people who love eat foods/cuisines / dishes cook using

coconut product, like baking , Indonesians culinary foods , etc. and they can find
easy / simple way to make coconut milk / grated coconut by using desiccated
grated coconut, it is really convenient and versatile. Beside it is saving your time;
also contain more fatty acids that can have profound positive effects on health.
That are includes fat loss, better brain function and various other amazing
benefits.
4.1.5. GEOGRAPHICAL LOCATION
Ponorogo is one of regency in east java, Indonesia. Ponorogo is divided into
21 districts; it is located in the southwestern part of province of east java on the
border of central java province. It lays approximately 200 km south-west of
Surabaya (the provincial capital of east java). It has an areas of 1.402,92 km2, and
total population about 863.900 inhabitant in 2014, it is located at coordinates
7 52 10 S, 111 27 46 E -7.869444, 111.462778 .
The boundaries of administrative Ponorogo city as follow:
North Side
: Madiun Regency, Magetan Regency, And Nganjuk Regency.
East Side
: Trenggalek Regency.
South Side
: Pacitan Regency.
West Side
: Wonogiri Regency.
Figure 4.1. Ponorogo Map
11
CLIMATE
Tightly climatology is bearing with the situation of the place. Therefore,
Ponorogo regency has tropical climate and partly small sub tropical. Table 4.3.
Showing average weather in ponorogo sub districts in Celsius (C) and
centimeters change to Fahrenheit (F) and inches. Table 4.3. Average weather in
Ponorogo Regency
Table 4.3. Average Temperature & Rain fall in PONOROGO
MONTH
January
February
March
April
Mei
June
July
August
September
October
November
December
TEMPERATURE
C
F
28.3
82.9
28.4
83.1
28.4
83.1
28.6
83.5
28.3
82.9
27.7
81.9
27.3
81.1
27.6
81.7
28.3
82.9
29.1
84.4
28.7
83.7
28.6
83.5
RAIN FALL
cm
inches
444.8
175.1
399.2
157.2
393
154.7
281.9
111
161
63.4
101.1
39.8
41.1
16.2
28.2
11.1
48.1
18.9
103.4
40.7
276.4
108.8
403.5
158.9
.
Figure 4.2. Graph Of Temperature & Rain Fall In PONOROGO
Population
: about 863,900 Inhabitants.
Age group
: 10 years old and above.
Income level
: Under, Middle, Upper income levels.
Job categories
: Students, Family, All job categories.
12
4.2. DEMAND FIGURE DATA

4.2.1. Population and Actual Demand
Population of PONOROGO regency for the latest 5 years shown in table
4.4.
Table 4.4. POPULATION OF PONORGO REGENCY
YEAR
MALE
FEMALE
TOTAL
POPULATION
2010
443,305
456,023
899,328
2011
427,592
427,689
855,281
2012
428,900
430,400
859,300
2013
430,300
431,500
861,800
2014
431,400
432,500
863,900
Source: Central board of statistic of Ponorogo regency in 2015.
According to the demographic ( sex, age, income, social class) our target
market only 40% from total population. Actual demand based on total population
of Ponorogo regency shown in table 4.5.
Table 4.5. Actual Demand Of Products
Year
2010
2011
2012
2013
2014
Total Population
899,328
855,281
859,300
861,800
863,900
Actual Demand
(40%x Total population)
359,731
342,112
343,720
344,720
345,560
4.2.2. PROJECTED DEMAND

Using single exponential smoothing method we can forecast the demand of
the products for the next five years based on the demand last five years data. The
single exponential smoothing method calculation is as follow:
1. Take the actual demand for the first year (2010) from table above, and then
multiplied by smoothing constant/factor (), = Alpha is a smoothing
factor, range 0 to 1. Smaller gives more smoothing, larger gives less
smoothing.
2. Then plus with the multiplied last year demand by (one minus the
smoothing factor).The formulas for computing forecast demand using the
single exponential smoothing method should be like this:
Dt= ( x Dt) + (1- ) x Dt-1
13
3. Where t = period ,Dt-1 = demand before the year, Dt= demand current year, Dt =
forecast demand.
Exception: for period 1, the demand before the year should be same with actual
demand period 1.
The calculation will be like this, (in here we using = 0.2):
Period 1 (2015)
= (0.2 x 359,731) + (1- 0.2) x 359,731

=71,946 + 287,785
= 359,731
Period 2 (2016)
= (0.2 x 342,112) + (1- 0.2) x 359,731

= 356,207 + 287,785
=356,207
and so on.
Result of calculation shown in table 4.6. Below:

Table 4.6. PROJECTED DEMAND
YEAR
2015
2016
2017
2018
2019
CALCULATION
PROJECTED DEMAND
71,946 + 287,785
68,422 + 287,785
68,744 + 273,690
68,944 +274,976
69,112 + 275,776
359,731
356,207
342,434
343,920
344,888
We will choose the highest projected demand for next analysis that is
projected demand in 2015 =359,731.
4.3. DEMAND SUPPLY ANALYSIS AND MARKET POTENTIAL

According to data in BPS (2014), our competitors can supply products about
119,731 units each year, so we have market potential about 240,000 units each
year.
Market potential
= Total demand Total supply competitors

= 359,731 119,
= 240,000
14
Table 4.7. Showing the market potential that we can supply, so we can estimate
our production and capital needed.
Table 4.7.MARKET POTENTIAL
PERIODE
MARKET POTENTIAL
YEARLY
MONTHLY
DAILY
240,000
20,000
800
Note: we assume that our effective day is 25 days/month
4.4. MARKET SHARE

Based on our capital capability, we confident that we can supply about
50% from total market potential.
Table 4.8. Market Share
PERIODE
Yearly
Monthly
Daily
MARKET SHARE
50% x 240,000 =120,000
50% x 20,000 =10,000
50% x 800 = 400
4.5. PROJECTED SALES

Our projected sales are 400 units every day, for detail projected sales shown
in table 4.9. Below
Table 4.9. PROJECTED SALES (HKD)
N
Items
o
1 Desiccated coconut
100 gram
250 gram
500 gram
Total
Unit
Price
Daily
Monthly
Yearly
250
HKD 6
1,500
45,000
540,000
100
HKD 15
1,500
45,000
540,000
50
HKD 30
1,500
45,000
540,000
4,500
135,000
1,620,000
400
15
4.6. SWOT ANALYSIS

4.6.1. SWOT MATRIX
SWOT Matrix Figure Shown In Figure 4.3.
STRENGTH
WEAKNESSES
Adequate availability of raw materials.

Seasonal availability fruits.
High consumers retenton rate.
Brand acknowledgment.
Being a natural product, coconut industries have a potental
Lack offuture.
experience and market penetraton.
Price compettve and reasonable.
THREATS
OPPORTUNITIES
Unstable government policies.

Partcipaton with growing industries.
Compettve advantage over fresh grated coconut (more convenient and versatle).
New compettors
Ponorogo community like cooking dishes/culinary foods uses coconut
products. & tax increases.
Developing market by internet
New internatonal markets.
Rising global warming & pest/disease.
Figure 4.3. SWOT MATRIX
16
4.6.2. QUESTIONNAIRE DESIGN

Questionnaire
Name
= DANI,ELI,LISA,YULI,DEWI
Age
= 30,25,26,35,37
phone
Verified all the statements by thicking the chosen box.

Point 4 Very Satisfactory (VS)
Point 3 Satisfactory(S)
Point 2 Acceptable (AC)
Point 1 Unsatisfactory(US)
STATEMENTS
STRENGTHS
Adequate availability of raw materials
High consumers retention rate
Being a natural product, coconut industries have a
potential future
Price competitive and reasonable
WEAKNESSES
Seasonal availability fruits
Lack of brand acknowledgement
Lack of experience and market penetration
OPPORTUNITIES
Participation with growing industries
Competitive advantage over fresh grated coconut
(more convenient & versatile)
PONOROGO community like to cook using
coconut product
Developing market by internet
New international markets
THREATS
Unstable government policies
New competitors & tax increases
Raising global warming, pests/ diseases
17
4
4
4
4
3
4
4
4
4
4
3
4
4
4
4
2
2
1
2
1
1
3
1
2
1
2
3
2
1
1
4
4
3
4
4
4
4
3
4
3
3
4
3
4
4
4
3
4
3
4
2
2
3
2
3
1
2
2
1
2
3
1
2
1
2
4.6.3. QUESTIONNAIRE MATRIX

Table 4.10. Questionnaire Matrix
questionnaire
STRENGTHS
1
2
3
4
WEAKNESSES
1
2
3
OPPORTUNITIES
1
2
3
4
5
THREATS
1
2
3
Respondent
2
3
4
rating
answer
averag
e
4
4
4
4
4
3
4
4
4
4
4
4
4
3
4
4
4
4
4
4
4
3.6
4
4
4
4
4
4
VS
VS
VS
VS
2
2
1
2
1
1
3
1
2
1
2
3
2
1
1
2
1.4
1.6
2
1
2
AS
US
AC
4
4
4
3
4
3
4
3
3
4
4
4
3
4
4
4
3
3
3
4
4
3
3
3
4
3.8
3.6
3.2
3.2
4
4
4
3
3
4
VS
VS
S
S
VS
2
2
3
2
3
1
2
2
1
2
3
1
2
1
2
2
2.2
1.6
2
2
2
AC
AC
AC
18
4.6.4. RESULT OF SWOT DATA PROCESSING

Table 4.11. RESULT OF DATA PROCESSING
No
Factors
Internal Factors Evaluation (IFE)

STRENGTH
1 Adequate availability of raw materials.
2 High consumers retention rate
3 Being a natural product, coconut
industries have a potential future
4 Price competitive and reasonable.
Total
WEAKNESSES
1
Seasonal availability fruits.
2
Lack of Brand acknowledgment
3
Lack of experience and market
penetration.
Total
External Factors Evaluation (EFE)
OPPORTUNITIES
1
Participation with growing industries.
2
Competitive advantage over fresh grated
coconut (more convenient and versatile).
3
PONOROGO community like cooking
dishes/culinary foods uses coconut
products.
4
New international markets
5
Developing market by internet.
Total
THREATS
1
Unstable government policies.
2
New competitors & tax increases.
3
Rising global warming & pest/disease
Total
19
Integrit
y
Ratin
g
Score
0.5
0.2
0.2
4
4
4
2
0.8
0.8
0.1
1
0.4
4
0.6
0.2
0.2
2
1
2
1.2
0.2
0.4
1.8
0.2
0,3
4
4
0.8
1.2
0.2
0.6
0.2
0.1
1
3
4
0.6
0.4
3.6
0.5
0.3
0.2
1
2
2
2
1
0.6
0.4
2
4.6.5. SWOT POSITION

SWOT position shown in figure 4.4.
Figure 4.4. SWOT Analysis Quadrant
SWOT position in quadrant 1, strategy marketing for quadrant 1 is

Aggressive strategy, it is mean our industry has strengths and opportunity in
20
market, in the other hand tapping the market is easy, our industry in a good
position.
4.6.6. INTERNAL AND EXTERNAL FACTORS EVALUATION

Table 4.12. Internal And External Factor Evaluation.
IFE
EFE
OPPORTUNITIES
Participation with
growing industries.
Competitive
advantage over
fresh grated
coconut (more
convenient and
versatile).
PONOROGO
community like
cooking
dishes/culinary
foods uses coconut
products.
Developing market
by internet.
New international
markets
THREATS
Unstable
government
policies.
New competitors &
tax increases.
Rising global
STRENGTHS (S)
Adequate availability
of raw materials.
High consumers
retention rate.
Being a natural
product, coconut
industries have a
potential future.
Price competitive and
reasonable.
WEAKNESSES (W)
STRATEGY SO
Produce high quality
product with nice
packing and
competitive price.
Produce customer
oriented products.
STRATEGY WO
Bring new products
to market to get
better position
globally.
Focus on high
value segment to
avoid cost
competition.
Feature
development by
local team.
STRATEGY ST
Provide high value
than competitors and
create strong supplier
relationships.
Take local supplier.
New model for
STRATEGY WT
Basic certification
HALAL of
products.
Hire more sales to
promote our
products.
21
Seasonal
availability fruits.
Brand
acknowledgment.
Lack of experience
and market
penetration.
warming &
pest/disease
competitive price.
4.7. PROPOSED MARKETING STRATEGY

MARKETING MIX STRATEGY
P
R
I
C
I
N
G
P
PR
RO
OM
DO
UT
CI
TO
N
P
L
A
C
E
M
A
R
K
E
T
I N
G
M
I X
Figure 4.5. Marketing mix strategy

4.7.1. PRODUCT STRATEGY
a) We will use attractive design on product packaging which appeals in foreign
market and for product positioning, also to make different our products with
competitors products.
22
b) We will use stand up foil zipper pouches for packaging our products, stand up
foil zipper pouches are the best display packaging option, these pouches stand
on their own with a durable bottom gusset and can be sealed perfectly with a
zip closure to keep the product inside as airtight as possible. It will preserve
the quality and will not affect by adverse weather conditions.
c) We have three kind of packaging :
Small Package
Medium Package
Large Package
100 Grams
250 Grams
500 Grams
4.7.2. PRICING STRATEGY

PONOROGO DESICCATED COCONUT INDUSTRY will use a mixture
pricing objective; we use the target return pricing method where we decide price
based on yield rate of return on investment. Mark up pricing will be used in export
and tourist markets due to buying power. We need maximum current profit and
maximum market share in order to cover variables and some fixes cost. We
anticipate reaching BEP volume within 2nd- 3rd years after launch.
There will not be any price discount and allowances due to it is low pricing
method to maintain desirable return, although we intent to dominate markets with
lower cost, we aim to promote quality and wealthy to create strong brand. Each
consumer has different needs level, thus we provide three kind of price as
consumers needed,
Small Package
100 Gram, Price
= HKD 6
Medium Package
250 Gram, Price
= HKD 15
Large Package
500 Gram, Price
= HKD 30
4.7.3. PROMOTION STRATEGY

Our industry will use the following promotion strategies to promote and
offering our products:
1) ADVERTISING MEDIA
The advertising department will develop an advertising campaign to
promote our products to PONORGO community specially and others city
near PONOROGO through radio, television, newspapers, tabloid, direct
mail, and so on. In hopes community around PONOROGO know about
our products then they will purchase them.
23
2) SALES PROMOTION
For sales promotion , we will use consumer-oriented technique, use the
sampling that is mean we will offer free amount of our products to
consumers through direct door to door.
3) FREE TRIALS
We will invite prospective consumers to try free products at major
supermarkets or mall, public entertainment or recreation areas in
PONOROGO city in hope that they eventually purchase products.
4) INTERNET.
Face book page
We will create face book page to promote our products, we choose face
book because it is very convenient media and free charges. Recently
most people like to view face book more than other media.
Websites
We will also create our own website to promote our products. It will
make our consumers easier to find out any information about our
products such as seasonal discount, promotion, benefit information,
our new products and also we provide online order services.
4.7.4. PLACEMENT / DISTRIBUTION STRATEGY

This is including a process of making our products accessible for
consumption by consumers. We will choose place around the urban areas, we
need strategic areas for increase our sales volume. Thus our proposed project will
be located at 10 SELO AJI roads, PONOROGO Regency, East Java, Indonesia.
That place is near PONOROGO bus station (terminal) about 100 meters, it
can reduce transportation fee of raw materials. It is also convenient for consumers
to get our place; they can use any kind of public transportations. We also tie-up
with local retail stores, supermarkets, malls, local distributors, suppliers and
others retailer in PONOROGO regency to distribute our products.
24
CHAPTER 5
PRODUCTION FEASIBILITY
5.1.
PRODUCT OR SERVICES
Desiccated coconut is a dried coconut product made from fresh coconut

meat that has been grated and dried. The drying process really affects the final
quality of the expected products. It contains no cholesterol or Trans fat while
being rich in a number of essential nutrients, including dietary fibers, manganese,
copper, and selenium.
Figure 5.1. Desiccated Coconut Medium Grade

Unlike fresh coconut meat which has a water weight 47 %, dried coconut /
desiccated coconut meat only has 2-3% of water. As the percentage of water
decreases, the fat contents increases making dried coconut a good source of
healthy fat. Both of fresh coconut and dried coconut meat have coconut oil, as we
know that coconut oil contain a unique combination of fatty acids with powerful
medicinal properties.
25
Appearance of our desiccated coconut is natural white color; free from

yellow specks and other discoloration and any others extraneous matter. Taste and
smell fresh, sweet characteristics coconut with no added flavor or sugar or odor.
5.1.1. PRODUCT CATEGORIES

Category of our product is packaged grocery ingredients. The main product is
desiccated coconut, that is a grated, dried (3% moisture content max ) and
unsweetened fresh meat/kernel of a mature fruit of coconuts.
Desiccated coconut is grated by its cutting size, for example, fine grade and
medium grade, where fine grade is smaller particle size than the medium grade. In
here we produce are medium grade of desiccated coconut.
5.1.2. PRODUCT FEATURES

1. Production of coconut is a real hard work as the removal of coconut husk,
shell, and paring/skin are manually done. Thus, we produce desiccated
coconuts for consumers that very easy to use and cook, no skin, no husk, no
shell.
2. We use a good quality packing for desiccated coconut with sealed to keep
away from the atmospheres moisture, with attractive design packing.
Desiccated coconut is packed in 100 gram, 250 gram, 500 gram as consumers
needed.
3. We are produce 100 % pure and freshness of desiccated coconut which made
from fresh coconut.
4. Our products are free from additives color such as dyes or any substance that
impart color.
5. Our products rich in aroma and good in taste without additional of artificial
sweeteners.
26
Figure 5.2. Packing Design Of Desiccated Coconut
Figure 5.3. LOGO Of Product
5.1.3. PRODUCT BENEFIT

Like of naturals plant foods, coconut has a unique set of nutritional benefits
and health attributes.
1. FOOD INDUSTRIES
Desiccated coconut is perfect for use by various industries that require the
exotic taste of coconut. Widely use in baked goods, topping dishes (cuisines) and
27
others coconut foods. In baking, desiccated coconut can be added to a recipe for
texture and an added coconut flavor. These products also use in preparation of
chocolates, sweets, puddings, ice creams, cakes, cupcakes, biscuits, and so on.
2. HEALTH BENEFITS AND NUTRIENT FACTS
Some of many health benefits of coconut are:
Coconuts are a natural source of medium chain triglycerides

(MCTs), which are metabolized quickly by the liver as a readily
available source of energy.
The MCTs found in coconut have been shown to have therapeutic
effects on the brain for certain disorder such as Alzheimers
diseases and epilepsy.
Coconut contains a type of fatty acids called Lauric acid that has
powerful antibacterial properties; it has been shown to kill viruses,
fungi and other pathogens.
The MCTs in the coconuts are turned into ketone bodies in the
liver, which have been shown to reduce seizures in epileptics.
The healthy saturated fats in coconuts can help raise your HDL
(good) cholesterol levels and reduce your risk of cardiovascular
diseases.
Coconut is loaded with electrolyte levels as human plasma and can
actually be used for plasma transfusions.
The nutrients in coconut have been shown to protect the skin from
ultraviolet rays and to moisture the skin.
Coconuts contain a variety of nutrients that have anti viral, anti
fungal, anti bacterial, and anti parasitic properties, which means it
is good for you immune systems.
The oil in the coconut can help to moisture hair and leaving it
healthily.
Coconut not only contains both calcium and magnesium, it also
improves the bodys ability to absorb these minerals which reduce
your risks of osteoporosis.
Nutrient facts of desiccated coconut shown in table below:
28
Table 5.1. Desiccated Coconut Of Nutrient Facts.

NUTRIENT FACTS
SERVING SIZE
Calories
Total fat
Saturated fat
Cholesterol
Sodium
Carbohydrate
Dietary fiber
Sugar
Protein
Fatty acid
Omega
100 gram
VITAMIN & MINERALS
660 kcal
64.53 gram
57.21 gram
0 mg
37.00 mg
23.7 gram
16.4 gram
7.40 gram
6.9 gram
6s 206
Vitamin A
Calcium
0 mg
0.15 mg
Iron
Vitamin E
Magnesium
Phosphorus
Water
Copper
Zink
3.32 mg
0.44 mg
90 mg
206 mg
3 gram
0.796 mg
2.01 mg
mg
Potassium
Sodium
Source: www.healthaliciousness.com
5.1.4. STANDARD QUALITY OF PRODUCTS

Standard quality of our desiccated coconuts shown in table below:
Table 5.2. Quality Standard Of Desiccated Coconut
No
1
2
3
4
5
Criteria quality
Description
Color
Granulation
Free fatty acid (FFA)
PH
Water
Natural white
34-47 %
Maximal 0.3%
6.1-6.7
Maximal 3 %
5.2. FLOW PROCESS PRODUCTION
29
543 mg
37 mg
Part Of Mature Coconut
Figure 5.4.. Illustration Of One Mature Coconut
5.2.1. PROCESS PRODUCTION OF DESICCATED COCONUT

The production process divided into two stages, pre-process production of
coconut and process production of desiccated coconut.
I.
PRE-PROCESS PRODUCTION
Removing Husk / De-Husking Process
Removing husk of coconut use coconut de-husking machine, this coconut coir
machine automatically beats and split the coconut husk into fine.
Figure 5.5. De-Husking Process.
Shelling Coconut
30
Shelling coconut means prying the flesh out of coconut using shelling
machine, the flesh may have a thin brown skin attached from where it was
touching the sell called paring.
Figure 5.6. Shelling Process

Paring Process
That is process removing brown skin of flesh coconut using knife.
Figure 5.7. Paring Process
II.
PROCESS PRODUCTION OF DESICCATED COCONUT
Soaking Process
Soaking is the initial process in the production of desiccated coconut, after
paring process soaks the coconut meat in the tub containing a mixture of
water and chlorine. The goal of this process is to sterilize the coconut meat
from germs.
Washing Coconut Meat

The Washing Process Divided Into Two Stages:
1) Washing Use Cold Water
After soaking process, bring coconut meat using a basket into the
washing tub of cold water then clean it manually. This process is to
clean the coconut meat from dirt.
2) Washing With Warm Water
31
Put clean coconut meat in the warm water of tub to be wash again
using warm water in temperature about 70C.
Figure 5.8. Washing Process
Grated Process
After washing process, the coconut meat should be grated using
HAMMER MILL Machine. Bring the coconut meat after washing use
conveyor belt to hammer hill machine. This process will change the shape
and size of coconut meat become smaller granules, then after grating
process put grated coconut in the shelter box to be move to drying
machine.
Figure 5.9. Grating Process Using Hammer Mill Machine.
Drying Process
Put grated coconut in the dryer machine for drying process at temperature
about 80C for 5 minutes. This process is to reduce the water content of
grated coconut become 2-3%.
32
Figure 5.10. Drying Process
Packing Process
Desiccated coconut should be packed in airtight condition , it will preserve
the quality of the product and makes product durable. So we use stand up
zipper pouches with bottom gusset that have good quality of packing. The
proposed packing product without brand or design and packing process
shown in figure below :
Figure 5.11. Stand Up Zipper Pouches With Gusset Bottom
Figure 5.12. Packing Process

5.2.2. FLOW CHART OF DESICCATED COCONUT PROCESSING
33
PRE- PROCESSING COCONUT
PROCESSING
COCONUT MEAT
START
SOAKING
COCONUT WITH HUSK
WASHING COLD WATER

REMOVING HUSK OF
COCONUT
WASHING WARM WATER
REMOVING
C SHELL OF
COCONUT
GRATING
DRYING
PARING PROCESS
PACKING
COCONUT MEAT
STORANGE
FINISH
Figure 5.13. Pre- Processing & Processing Desiccated Coconut
5.3. MACHINES, EQUIPMENTS AND UTILITIES

5.3.1. MACHINES AND EQUIPMENTS
34
The machinery and equipment used by our proposed Coconut Industry are
as follows:
Table 5.3. Machines and Equipments
SPECIFICATION
ADDRESS OF
MACHINES
STORES
HAMMER MILL
PT ARGOWINDO
Grated machine
Ruko laguna kav.6-7
Capacity = 500 kg/ hours
Jl. Sunandar priyo
Speed = 1764 rpm
sudarmo 31 Malang,
Energy = 36 KW
jawa timur.
Voltage = 380/460 volt
Telp: (0341)472248,
Quantity = 1 unit
081233777646.email:
Function = grating coconut
marketing@mesinpert
meat become grated coconut
anian.com . website:
www.argowindo.com
SOAKING TUBE
Quantity = 10 units
Function = As a container for
soaking the coconut meat
PT AGROWINDO
Ruko laguna kav.6-7
Jl. Sunandar priyo
sudarmo 31 Malang,
jawa timur.
Telp: (0341)472248,
081233777646.email:
marketing@mesinpert
anian.com . website:
www.argowindo.com
WASHING TANK
MACHINE
Dimension = 180x75x80cm
Capacity = 0.8-1.2 ton/hours
weight = 80kg
Energy = 1500 watt/220 v
Quantity = 1 unit
Function = cleaning coconut
meat
PT ALVINA
CHITRA YAPARDI
DES-SHELLING
MACHINE
Dimension = 900x50x100mm
Capacity = 200 unit/hours
Energy = 1/2HP
Voltage = 220 volt 50 Hz
Quantity = 2 units
Function = Detaches the hard
coconut shell from dehusked
coconut
PT ARENA MESIN
Jl.Wonosari km 8,
potorono,
Banguntapan, bantul,
Yogyakarta.
Email:
arenamesin@gmail.co
m
www.arenamesin.tk
Telp: 021- 41719131,

Hp :
085213413998/08965
3358992
Email :
sahabatsejahtera88@y
ahoo.com
35
De-Husking coconut
Machine
Dimension = 86x58x10 cm
Capacity = 200 / hour
Energy = 3 HP
Voltage = 220 volt
Quantity = 1 units
Function = Automatically
beats and splits the husk into
fine
CONVEYOR
Dimension = 5000 x 2000 x
700 mm.
Energy
= E motor 2 HP
Quantity = 1 units
Function = Conveyance to
move the materials.
TROLLEY
Dimension = 1240 x 790
X 290 mm.
Capacity = 400 kg
Quantity = 3 units
Wheel
= 4 wheels
Function = Conveyance
to move the coconut meat
from the immersion into the
washing
SHOVEL
Quantity = 8 units
Function = As a tool to move
the grated coconut in a dryer
KARYA MITRA
MULIA
Ruko taman yasmin
sector 4, Jl.Ring road
utara no.134 ,
bogor,jawa barat
Telp : 081298216070/
(0251)7538483
Pin BB: 28B3EE1C
CV MANDIRI
SUKSESTAMA
Jl Mayjend panjaitan
No.111 , Purbalingga,
jateng.
Telp. (0281)896076
O85329994170
Email:
dwiandri_anto@yaho
o.com
PT RAXI
INDONESIA
Jl.Raden Ajeng
kartini, Surabaya,
Gresik, jawa timur
60264, Indonesia.
Telp: (031)5013309
081330118084
Fax:(031)5677746
Email: sby@raxi.co.id
Web: www.raxi.co.id
WIJAYA
HARDWARE
Jl. Kalimati wetan,
no.8 , Surabaya
60162, jatim
36
BASKET
Quantity = 10 units
Function = As a container of
coconut meat to be brought
into the washing
Web: www.cv-lumaga.com
VACUUM PACKAGING
Brand = RAMEISA
Quantity = 1 unit
Energy = 750 watt
Voltage = 220 volt
Quantity = 1 unit
Function = To vacuum the
plastic packing ,make it
airtight condition. website:
www.ramesiamesin.com
VACUUM SEALER
CV LUMAGA
Jl. Raya Rajeg km 1,
No. 37 , RT 01/01,
Pasar kemis 15560,
Tanggerang,
Banten,Indonesia.
Telp: 081380591032
PT RAMESIA
INDONESIA
Pertokoan KUD no.8,
Jl. Raya bogor km
36,Kel.Sukamaju,Cilo
dog, Depok 16415.
Telp: (021)8763040
Email:
depok@ramesiamesin.
com
PT RAMESIA
INDONESIA
Brand = RAMESIA
Quantity = 1 unit
Function = To wrap the
plastic packing
DRYER MACHINE
Capacity = 250 kg/hours
Speed = 1400 rpm
Energy = 2HP/1,5KW
Voltage = 220/380 volt
Quantity = 1 unit
Function = drying grated
coconut.
Web:
www.pabrikasipertanian.com
CV KENCANA
JAYA TEKNIK
Jl. Raya kalimurni
kencana block J,
no.6 , Bogor,J awa
barat , Indonesia,
16267.
Telp: (0251)9664 664
081380144040
Pin BB : 2291BC66
Email:
kencana.jatek@yahoo.
com
5.3 2. UTILITIES
Utilities are supporting facilities that are used to smooth in the production
process. The supporting facilities used in our Industry are the electricity and
37
water. The source of electricity is the main source used in production processes,
working areas, office lighting with 400 KVA.
While the electric current generated by the generator serves to backup in
case of electricity impaired. Generator machine owned by our Industry is brand
DONGWA with type DW7000DX and has a 690 KW power that has dimensions
of 680 x 510 x 590 mm . The source of water used in the production process and
Others process comes from drilled wells owned by PONOROGO desiccated
coconut industries.
5.4. MATERIALS
REUIREMENT
1. RAW MATERIALS
Coconut (cocos Nucivera) is the raw materials of desiccated coconut. The
raw materials are main ingredients used in the manufacturing process of products
which have the greatest percentage than other materials. It directly participates in
the production process until its product finished. Thus, our industry will use good
quality of fresh coconut meat, the coconut must be told about 11-12 month and
the coconut meat should be white, clean (no skin , shell) / fresh coconut meat
without epidermis. Sources of raw materials obtained from PACITAN and
TRENGGALEK regency, both districts was known as the largest producer of
coconut fruits in east java.
Figure 5.14. Coconut Trees
38
Figure 5.15. Coconut & Coconut Meat
2. SUPPORTING MATERIALS
A substance / materials that indirectly affect the quality and functionality of
products (improve the product qualities).
CHLORINE
Chlorine is used as a mixture during soaking process for killing germ on
the coconut meat.
WATER
Water is used to clean the coconut meat from impurities in the washing
process and remove chlorine scent of soaking process.
PLASTIC BAG
It is used for placing dried grated coconut that ready for selling; in here we
use stand-up foil zipper pouches that very convenient and preserve the
quality of products.
CARTOON BAG
It is used for wrapping plastic packing coconut ready to be sent to the
consumer and retail stores.
5.5.
PROJECT LOCATION
39
Our proposed industry will be located at 10 SELO AJI Road, PONOROGO

Regency, and East Java. It just about 100 m from terminal bus SELO AJI of
PONOROGO and about 1 km from PONOROGO city center .
We will lease a building which cost about HKD 60.000 /year. The map of
our location shown in figure below:
Source: www.google.com/jalanseloaji
Figure 5.16. Map of the Location
5.6.
PROJECT LAYOUT
40
The proposed area is about 80 x 30 m2 . our proposed industry has 6 of

production departments ( warehouse & pre-processing department, washing &
soaking department, grating department, drying department, quantity checking
(QC) & packing room and storage department )
, also has one
main office, parking area and one room staff. Layout floor plan project shown
in figure 5.17. below
Figure 5.17. Project Layout Floor Plan
Chapter 6
41
FINANCING FEASIBILITY
6.1.
Capital
Table 6.1 Capital
Item
Category
Total ( IDR)
1
2
3
Machines & equipment

Preparation and other civil works
Pre-operating expenses
Total
30000
4000
121400
155,400
pre-operatng expenses
machines &equipment
preparaton & other civil
works
Figure 6.1 Chart of capital
42
6.2.
CAPITAL & LOAN

Table 6.2 Capital and Loan
Percentage
Amount (HKD)
77%
23%
100%
97,800
30,000
127,800
Share/Capital
Loan
Total
Table 6.3 Contribution
Item
1
2
3
6.3.
Category
Debt (equity)
contribution
48,900
24,450
24,450
97,800
50%
25%
25%
100%
Share Ratna Dwi

Share Wida
Share Luwes Erni
Total
MACHINES & EQUIPMENTS

Table 6.4 Machines & Equipments
Ite
m
1
2
3
4
5
6
7
8
9
10
11
12
Machines &
Equipment
Hammer mill machine
De-shelling machine
De-husking machine
Soaking tube
Washing tube
Conveyor
Trolley
Shovel
Basket
Vacuum packing
Vacuum sealer
Dryer machine
Price
( HKD)
TOTAL
6.4.
Quantit
y
1
2
1
10
1
1
3
8
10
1
1
1
Total
(HKD)
30,000
MATERIALS
43
Table 6.5 Materials

Item
Price (HKD)
Coconuts
Packing
Bag
Others
375 units x HKD 2
Daily
(HKD)
750
TOTAL
NB: we assume that one month is 25 working days
6.5.
Monthly
(HKD)
22,500
2,000
500
400
25,400
Yearly
(HKD)
270,000
24,000
6,000
4,800
304,800
LABOR SALARY
6.5.1. DIRECT LABOR SALARY

Table 6.6 Direct Labor Salary + Meal allowances (HKD)
Employees
Packing & QC operator
TOTAL SALARY
Monthly
500
500
500
500
500
2500
Yearly
6,000
6,000
6,000
6,000
6,000
30,000
6.5.2. INDIRECT LABOR SALARY

Table 6.7 Indirect Labor Salary ( HKD)
Employees
DIRECTOR
PRODUCTION MANAGER
MARKETING & FINANCE
MANAGER
TOTAL
6.6.
Monthly
1,500
1,100
1,100
Yearly
18,000
13,200
13,200
3,700
44,400
DEPRECIATION
6.6.1. FACTORY DEPRECIATION

Table 6.8 Factory Depreciation
Item
Cost (HKD)
Expected life
44
depreciation
Machines &
equipments
30,000
6.6.2. OFFICE
20
1,500
DEPRECIATION
Table 6.9 Depreciation
ITEMS
Computer
Furniture & AC
Total
6.7.
Cost
7,500
2,500
10,000
Expected life
10
10
Depreciation
750
250
1,000
PROJECTED SALES
Table 6.10 Projected sales
N
Items
o
100 gram
250 gram
500 gram
Total
Unit
Price
Daily
Monthly
Yearly
250
HKD 3
750
22,500
270,000
100
HKD 7
700
21,000
252,000
50
HKD 13
650
19,500
234,000
400
23
2,100
63,000
756,000
6.8. AMORTIZATION
Table
6.11
Amortiz
ationXY
EARS
0
1
2
3
4
5
LOAN
30000
25968
21129.6
15323.52
8356.224
Interest
Expense
payment of
principle loan
6000
5193.6
4225.92
3064.704
1671.2448
4032
4838.4
5806.08
6967.296
8360.7552
6.9. OPERATING EXPENSES
45
tot.
Amortization
10032
10032
10032
10032
10032
Table 6.12 operating expenses

ITEM
Indirect Salary
Rent
Utilities
Telephone
Promotion
Insurance
Office Supply
Total
MONTHLY
3,700
4,000
200
300
400
300
200
9,100
YEARLY
44,400
48,000
2,400
3,600
4,800
3,600
2,400
109,200
6.9.1. FACTORY OVERHEAT

Table 6.13 Factory Overheat
ITEM
Water
Gas
Maintenace
Electricity
Dep:
Machine&Euipment
Total
MONTHLY
500
500
200
700
YEARLY
6,000
6,000
2,400
8,400
1,900
1,500
24,300
6.10. PRE-OPERATING EXPENSES

Table 6.14 Pre-Operating Expenses
ITEM
Materials
Salary Direct
FOH
Operating
Expenses
Total
MONTHLY
25,400
2,500
1,900
YEARLY
304,800
30,000
22,800
9,100
38,900
109,200
466,800
6.11. CASH FLOW FOR PRE- OPERATING EXPENSES

Table 6.15 Cash Flow For Pre- Operating Expenses
MONTH
46
Cash In
Cash Out
Net Cash
Cumulative Net Cash
Cumulative Cash Out
38,900
-38,900
-38,900
77,800
63,000
38,900
24,100
-14,800
63,000
38,900
24,100
9,300
63,000
38,900
24,100
33,400
CHAPTER 7
SOCIO ECO FEASIBILITY
7.1. PROJECT EMPLOYEE

The project employee will received a monthly of HKD 900 and meal
allowance HKD 100 , social security services (SSS) membership paid by the
company while he/she is employed, one week annual leave , sick/ maternity
leave , days off in the week.
7.2. THE GOVERNMENT

The government will received the taxes such as sales tax, income tax, tax
application in Jakarta
7.3. OTHER BENEFICIARIES

As a company who cares for health and wellness , we believe that we have
to share to the community by getting involved sponsorship of public health
project and environment like recycling efforts.
47
CHAPTER 8
PROJECT IMPLEMENTATION AND TIME TABLE
8.1. TIME TABLE

Table 8.1 Time Table
No
.
1
2
3
4
5
6
7
8
9
10
11
12
ACTIONS
July
Research on product
Product design
Preparing logo and brand ,
order stationary
Link website to key
business site
Pressure test operation
with family and friends
Visit all local coconut
board offices
Place advertising in some
magazines , radio ,etc
Introduce business to local
groups and others
businesses , Distribute
brochure and special offers
Invite writers and
publishers week
Grand opening of
PONOROGO Desiccated
Coconut Industry for local
3rd
August
Sept
Oct.
Nov.
5th
20th
1st
10th
20th
25th
27th
2nd
7th
14th
1st
48
13
14
groups,
Republish brochure
Web specials for future
days to be offered
3rd
10th
8.2. BUDGETING AND COSTING

Table 8.2 Budgeting And Costing
No
.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
ACTIONS
Cost (HKD)
Research on product
Product design
Preparing logo and brand , order stationary
Link website to key business site
Pressure test operation with family and friends
Visit all local coconut board offices
Place advertising in some magazines , radio ,etc
Introduce business to local groups and others
businesses , Distribute brochure and special offers
Invite writers and publishers week
Grand opening of PONOROGO Desiccated Coconut
Industry for local groups,
Republish brochure
Web specials for future days to be offered
TOTAL
400
300
300
500
300
500
500
400
1000
1000
300
1000
5000
8.3. ASSIGNMENT OF ACTIVITIES

Table 8.3 Assignment Activities
No
.
1
2
3
4
5
ACTIONS
In Charge
Research on product
Product design
Preparing logo and brand , order stationary
Link website to key business site
49
Wida,ratna
Luwes
Luwes
Luwes
Luwes
6
7
8
9
10
11
12
13
14

Test operation with family and friends
Visit all local coconut board offices
Place advertising in some magazines , radio ,etc
Introduce business to local groups and others
businesses , Distribute brochure and special offers
Invite writers and publishers week
Grand opening of PONOROGO Desiccated Coconut
Industry for local groups,
Republish brochure
Web specials for future days to be offered
Wida
Ratna
Wida, ratna
Ratna
Ratna
Ratna
Wida ,ranta
Luwes
Ratna
CHAPTER 9
CONCLUSION
The study is conducted on the basis that PONOROGO DESICCATED

COCONUT will operate as a going concern by utilizing each partners
contribution with the purpose of sharing . After careful consideration of all factors
including a general market description , demand and supply analysis, technical
feasibility analysis and financial feasibility analysis, it can be prudently concluded
that the project is indeed feasible.
50
51
BUSINESS PLAN VERSI INDONESIA
PONOROGO
KELAPA PARUT KERING
1. PENDAHULUAN
1
Indonesia adalah sebuah Negara yang kaya akan komoditas pertanian ssalah
satu komoditas pertanian yang terbesar di Indonesia adalah kelapa. Kelapa
merupakan komoditas pertanian yang tersebar luas di Indonesia karena kelapa
dapat tumbuh dan berkembang dengan perawatan oleh manusia ataupun tumbuh
secara alami di daerah yang jarang penduduknya. ( by amin, 2009)
Indonesia merupakan Negara yang mempunyai lahan tanaman kelapa
terbesar di dunia dengan luas area sekitar 3,88 juta Ha ( 97% merupakan
perkebunan rakyat) . Di tahun 1969-2005 ,selama 34 tahun luas lahan tanaman
kelapa meningkat dari 1,66 juta Ha menjadi 3,8 juta Ha ,meskipun demikian
tingkat produktivitas hasil tanaman kelapa cenderung menurun di tahun 2001
sekitar 1,3 ton/Ha ,dan di tahun 2005 adalah sekitar 0,7 ton /Ha. Ini dikarenakan
karena perkebunan kelapa rakyat di Indonesia di cirikan memiliki pemeliharaan
seadanya atau tidak sama sekali dan tidak ada skala komersial, sedangkan
permintaan produk berbasis kelapa terus meningkat baik untuk ekspor luar negri
ataupun pasar domestic, maka itun perlu dikembangkan diversifikasi produk
olahan kelapa seperti kelapa parut kering (desiccated coconut) di Indonesia,
disamping dapat meningkatkan kualitas juga dapat meningkatkan harga jual
kelapa.
Menurut APCC (ASIAN AND PACIFIC COCONUT
COMMUNITY)perolehan produk kelapa di Indonesia masih lebih rendah
dibandingkan dengan Negara pesaing utaman yaitu Filipina. Padahal bila
dibandingkan tingkat harga ekspor antar kedua Negara ,produk Indonesia lebih
murah. Hal ini mengindikasikan dalam perolehan manfaat prdagangan kelapa di
Indonesia bukan karena factor harga tetapi terkait dengan factor kualitas produk
belum maksimal. Berikut data produksi kelapa oleh Negara Negara anggota
APCC tahun 2012.
Tabel 1.1 Luas produksi kelapa Negara anggota APCC
No
Negara
Luas produksi
(000 Ha)
1 Micronesia
17
2 Fiji
60
3 India
1,890
4 Indonesia
3,810
5 Kiribati
29
6 Malaysia
109
7 Pulau marshall
8
8 Papua nugini
221
9 Filipina
3,562
10 Samoa
99
11 Pulau solomon
38
12 Sri langka
395
13 Thailand
216
14 Tonga
8
15 Vanuatu
96
16 vietnam
155
17 Kenya
205
18 Jamika
51
(Sumber : Data APCC ,Tahun 2012)
Jumlah produksi
(000)
4,0000
16,5000
1,694,3000
15,429,000
131,300
577,000
34,000
1,101,000
15,248,000
20,000
100,000
1,833,000
845,000
44,400
307,700
940,000
169,599
96,000
Daerah penghasil kelapa di Indonesia tersebar luas di seluruh kepulauan

Indonesia . pada tahun 2005 total area meliputi 3,29 juta ha yakni terdistribusi di
pulau sumatra 33,8% , jawa 22,4%, bali,nntb,dan ntt 5,9% , Kalimantan 6,8%,
Sulawesi 22,1% dan papua 9%. Berdasarkan potensi tersebut maka
pengembangan agribisnis kelapa diarahkan ke propinsi riau
,jambi,lampung,untuk wilayah Sumatra .sedangkan untuk wialyah jawa meliputi
propinsi jawa timur, jawa tengah dan jawa barat, dan Kalimantan barat di wilayah
Kalimantan, Sulawesi utara dan Sulawesi tengah untuk daerah Sulawesi.
Dibawah ini adalah table wilayah di Indonesia yang menghasilakn kelapa

serta luas lahan nya .
Table 1.2 Produksi Dan Produktivitas Kelapa Provinsi

Di Indonesia Tahun 2013
Dari table di atas terlihat bahwa area perkebunan meningkat dari tahun 1990
sebesar 1,595 juta ha menjadi 3,697 juta ha .
Peluang pengembangan agribisnis kelapa dengan produk bernilai ekonomi
tinggi sangat besar . alternative produk yang dapat di hasilkan salah satunya
adalah desiccated coconut, contoh lainya adalah virgin coconut oil ,coconut
milk/cream,coconut fiber,brown sugar dan sebagainya yang dapat diusahakan
secara parsial ataupun terpadu. Pelaku agribisnis produk produk tersebut mampu
meningkatkan pendapatannya 5-10 kali dibandingkan dengan bila hanya menjual
buah kelapa segar/kopra. Berangkat dari kenyataan luasnya potensi
pengembangan produk kelapa di tingkat makro maupun mikro tampaknya akan
semakin menuntut dukungan pengembangan industri kelapa secara kluster sebagai
prasyarat.
Ditingkat rumah tangga usaha tani kelapa dapat memberikan penghasilan
kotor sekitar 1,7 juta /ha/tahun/bulan. Mengingat usaha tani kelapa umumnya
merupakan usaha sampingan berarti memberikan kontribusi terhadap total

pendapatan. Berikut pekembangan harga kelapa di pasar domestic dan pasar
dunia dan juga harga ekspor produk kelapa di Indonesia
Tabel 1.3 Perkembangan Areal Dan Produksi Kelapa Di Indonesia
URAIAN
1968 1996 1997 1998
LUAS AREAL RAKYAT (000 HA)
Perkeb.
1590 3604 3548 3580
Rakyat
Perkeb.besar 0
28
25
15
negara
Perkeb. Besar 5
104 93
101
swasta
Jumlah
1,59 3,73 3,66 3,706
5
6
8
PRODUKSI (000 TON)
Perkeb.rakyat 1,13 2,68 2,62 2,690
1
7
0
Perkeb.besar 0
19
21
22
negara
Perkeb.besar 2
55
63
66
swasta
Jumlah
1,13 2,76 2,70 2,778
3
1
4
Sumber : Ditjen Bina Perkebunan,(1968-2002)
1999
2000
2001
2002
3586
3602
3607
3607
14
14
14
14
78
81
81
81
3,679
3,697
3,702
3,702
2,904
2,951
3,023
3,098
12
11
11
79
88
88
88
2,995
3,048
3,197
Di jawa timur komoditi kelapa diusahakn oleh prkebunan rakyat

(pr)perkebunan besar Negara (ptpn) dan perkebunan besar swasta (pbs). Jawa
timur termasuk dalam 10 besar daerah penghasil kelapa di Indonesia , area kelapa
seluas 297.632 ha perkebuann rakyat ,1907 ha ptpn dan 2358 ha pbs.berikut ini
data perkembangan areal produksi dan produktivitas kelapa di jawa timur kurun
waktu 2008- 2012 :
Tabel 1.4 Area Produksi Kelapa Di Jawa Timur (2008-2012)
Tahun
2008
2009
2010
2011
2012
Rata rata
Areal (ha)
Produksi (ton)
292,928
293,644
293,750
296,921
297,632
294,975
248,260
250,391
257,891
271,768
277,119
261,086
Produktivitas
(ton/ha)
1,390
1,388
1,396
1,494
1,456
1,425
1.1. PROFIL USAHA

Kelapa ( cocos nucifera ) merupakan salah satu penghasil bahan makanan
yang sangat penting dalan kehidupan masyarakat Indonesia . hal ini dapat dilihat
dari kenyataan bahwa 75% minyak nabati dan sumber protein 8% berasal dari
kelapa. Selain itu 70% makanan di Indonesia berbahan dasar / memerlukan
campuran produk kelapa. Kelapa merupakan tanaman serba guna yang
keseluruhan bagiannya dapat dimanfaatkan bagi kehidupan manusia dan dapat
menghasilkan keuntungan. Oleh karena itu kelapa mempunyai arti yang sangat
penting bagi kehidupan perekonomian di Indonesia. (Suhardiyono,1988).
Kelapa merupakan tanaman tropis yang penting bagi Negara Negara asia
pasifik. Disamping dapat memberikan devisa Negara, usaha kelapa juga dapat
memberikan penghidupan berjuta juta keluarga. Hal ini memungkinkan karena
tanaman kelapa sering disebut sebagai pohon kehidupan (the tree of ife) yang
tumbuh dominan di kawasan pantai . kelapa disebut pohon kehidupan karena
seluruh bagian tanaman kelapa dapat bermanfaat bagi manusia. Buah kelapa
terdiri atas sabut kelapa, tempurung kelapa , daging kelapa dan air kelapa , tidak
ada yang terbuang dari buah kelapa , semua dapat dimanfaatkan untuk
menghasilkan produk di industri lainya seperti kelapa parut kering ( desiccated
coconut) yang banyak digunakan dalam industri makanan kecil seperti permen,
gual-gula,kue, pudding, biscuit, roti dan lainya, juga dapat diambil santanya untuk
membuat masakan yang memerlukan campuran santan kelapa.
Kelapa parut kering (desiccated coconut) merupakan salah satu
pemanfaatan buah kelapa. Dimana buah kelapa ini dikupas sabut dan batok nya di
ambil daging kelapanya saja, lalu dicuci bersih dan diparut menggunakan mesin
pemarut dan kemudian di keringkan dengan mesin pengering (dryer) dengan
warna tetap putih (buda, 1981). Produk turunan kelapa lainya adalah minyak
kelapa, nata de coco, coconut fiber (sabut kelapa), brown sugar( gual merah),
karbon kelapa, dan sebagainya.
Sebenarnya usaha kelapa parut kering di Indonesia sudah lama digunakan
oleh sebagian masyarakat indonesia karena ketersediaan bahan baku yang
banyak di Indonesia. Hanya saja karena keterbatasan mesin pemarut , usaha
kelapa parut kering ini hanya dilakukan oleh industri saja. Sedangkan kalangan
rumah tangga menggunakan alat pemarut tradisional untuk memarut kelapa
konsumsi harian dan tidak digunakan untuk hal yang berbau bisnis, maka itu
perlu adanya penyuluhan-penyuluhan dan pengenalan tentang produk produk
turunan kelapa dan mesin mesin pengolahanya terutama kepada masyakat
pedesaan / petani kelapa di daerah terpencil di Indonesia agar mereka dapat
memproduksi produk olahan kelapa yang mempunyai kualitas bauk dan daya
siman yang tinggi.
Profil usaha produk-produk akhir kelapa yang sudah mulai berkembang

hingga saat ini antara lain nata de coco, serat, arang tempurung, gula merah, dan
desicated coconut (Tabel 1) menunjukkan kelayakan usaha yang tinggi. Akhirakhir ini telah berkembang pula virgin coconut oil (VCO) yang merupakan
makanan suplemen dan juga obat. Beberapa hambatan yang diperkirakan muncul
seperti kontinuitas pasok bahan baku ternyata dapat diatasi sehingga industri
masih bertahan dengan kondisi yang baik.Bila pengembangan dapat dilaksanakan
secara terpadu maka pasok bahan baku akan lebih terjamin.
Tabel 1.5. Profil Usaha Beberapa Produksi Kelapa
Produk
Skala
Nata de coco
Coconut fiber
Actived carbon
Brown sugar
Desiccated coconut
Kecil
Menengah
Menengah
Kecil
Besar
Npv
(Rp.juta)
953
2,462
2,924
1,396
8,670
B/C
1.32
2.30
1.12
2.45
1.54
IRR
(%)
32
52.4
21
73
22
PBP
(Tahun)
1
2
4
1
4
2. POLA PEMBIAYAAN
Untuk pembiayaan usaha industry kelapa parut kering ponorogo ini
( PONOROGO DESICCATED COCONUT) kami akan mengadakan kerja sama
modal / mencari patner modal usaha. Di sini kami sudah memiliki tiga partner
usaha yang masing masing akan memberikan kontribusi modal sesuai kemampuan
masing masing pihak, dan kekurangannya akan kami akan melakukan pinjaman
modal ke Bank. Pembiayaan bank hanya untuk modal usaha industry kecil dan
besar, bank akan sangat berhatai hati dalam memberkan pinjaman kepada
nasabahnya . dari hasil survey kami bank yang biasanya memberikan pinjaman
modal kepada industry kecil di Indonesia adalah bank BRI.
Dalam penialian kredit untuk para pengusaha industry BRI menggunakan
criteria 5C yaitu : capital, capacity, collateral, dan condition. Dari kelima C
tersebut BRI memprioritaskan penilaian karakter dan agunan yang dimiliki
peruasaan.
3. PERSAINGAN DAN PELUANG PASAR

Usaha Produk kelapa parut kering ( desiccated coconut) mempunyai
peluang usaha yang sangat luas . pada umumnya desiccated coconut ini tidak
diproduksi kalangan rumah tangga, tetapi di produksi oleh industri kecil,
menengah dan besar , yang di jual dalam bentuk berbagai macam kemasan ukran
kecil, medium dan besar. Persaingan pada usaha ini beasal dari penjualan kelapa
parut kering oleh perusahaan besar local / dari luar negri yang mempunyai merk
dagang tertentu.mayoritas persaingan di daerah surveidatang dari perusahaan
kelapa parut kering yang bermerk.
Persainagn ini diidentifikasikan darai harga, mutu,jenis dan penyediaan stok
input yang cukup. Meskipun demikian peluang usaha kelapa parut kering di
daerah survei masih tetap baik ,dikarenakan sebagai berikut :
Semakin banyaknya industri makanan yang berbahan dasar/ memerlukan

campuran produk kelapa parut kering.
Kecendrungan preferensi konsumen yang sangat tinggi terhadap
penggunaan kelapa parut kering (instan), tanpa harus memarut dan
mengolah buah kelapa segar yang sulit dan memerluka waktu lama.
Masih tingginya permintaan akan kelapa parut kering yang dating dari luar
darah maupun luar negeri
Peningkatan produksi kelapa telah mendorong peningkatan volume dan
ekspor kelapa parut kering.
3.1. PERMINTAAN
Permintaan terhadap produk berbasis kelapa baik dipasar domestic maupun
di luar negeri masih cukup prospektif, terutama terhadap produk olahan kelapa
dengan nilai tambah tinggi seperti desiccated coconut terus meningkat. Total nilai
ekspor dunia produk turunan kelapa tahun 2005 sekitar USD 1,2 milyar ,dengan
eksportir utama Filipina yaitu 65% dan Indonesia sekitar 20%, produk ekspor
Indonesia ini meningkat 34% dari tahun 2004.
Secara tradisional, penggunaan produk kelapa adalah untuk konsumsi
segar, dibuat kopra atau minyak kelapa. Seiring perkembangan pasar dan
dukungan teknologi, permintaan berbagai produk turunan kelapa semakin
meningkat seperti dalam bentuk tepung kelapa (desiccated coconut), serat
sabut, arang tempurung dan arang aktif. Dalam sepuluh tahun terakhir,
penggunaan domestik kopra dan butiran kelapa masih meningkat tetapi
dengan laju pertumbuhan sangat kecil. Penggunaan tepung kelapa
meningkat dengan laju 21,9%/tahun. Sebaliknya penggunaan domestik
minyak kelapa cenderung berkurang (Tabel 2). Penggunaan minyak kelapa
di dalam negeri yang semakin berkurang diduga terkait dengan perubahan

preferensi konsumen yang lebih menyukai penggunaan minyak kelapa
sawit karena harganya lebih murah.
Produksi arang aktif dan arang tempurung selama ini lebih ditujukan
untuk memenuhi kebutuhan pasar luar negeri sehingga penggunaan di
dalam negeri hampir tidak ada. Demikian pula untuk produk serat sabut,
walaupun terdapat indikasi bahwa penggunaan serat sabut di dalam negeri
mulai berkembang sejak terjadi krisis ekonomi.
Tabel 3.1 Penggunaan Domestik Produk Kelapa Di Indonesia
(1993-2002)
Tahun
Kopra
CCO
1993
1,039
454
1996
973
364
1999
1,212
231
2000
1,264
163
2001
1,276
334
2002
1,202
263
Laju(%/th 2.7
9.1
)
Sumber : BPS ,2004 diolah
DC
0.0
0.0
0.0
0.1
0.1
0.0
-
Butir
11,947
13,276
14,935
15,114
15,160
15,973
3.1
CF
0.0
0.0
0.0
0.1
0.1
0.0
-
CCL
0.0
0.0
1.0
0.0
0.0
0.0
-
AC
0.0
0.0
0.0
0.0
0.0
0.0
-
Keterangan :
CC
: Coconut crude oil
DC : Desiccated coconut
CO : Coconut charcoa
AC : Actived carbon
Pada tahun 2002 penggunaan domestik kopra mencapai 1,2 juta ton,
sedangkan CCO sebesar 263 ribu ton. Penggunaan domestik kelapa butir pada
tahun yang sama mencapai 15,9 juta ton. Pada tepung kelapa dan serat sabut,
penggunaan dalam negeri justru berasal dari produk impor karena produksi dalam
negeri seluruhnya diekspor.
Selama periode tahun 1993-2002, ekspor berbagai produk kelapa Indonesia
cenderung meningkat kecuali untuk kelapa butir dan serat sabut (table di bawah).
Produk olahan CCO, DC, dan bungkil kopra merupakan produk ekspor dominan.
Pada tahun 2004, misalnya, ekspor ketiga produk tersebut masing-masing
mencapai 447,1 ribu ton; 31,2 ribu ton; dan 267 ton dengan nilai ekspor sebesar
US$ 264,9 juta; US$ 21,2 juta; dan US$ 23,5 juta. Penurunan ekspor serat sabut
lebih karena kurang terpenuhinya mutu baku ekspor, mengingat serat sabut ini
10
sebagian besar masih dihasilkan oleh industri kecil dan menengah. Bila baku mutu
dapat dipenuhi dengan mesin yang skala ekonominya lebih besar maka ekspor
akan dapat meningkat, karena permintaan serat sabut di pasar internasional terus
meningkat, dengan persaingan yang terbatas.
Tabel 3.2 Volume Ekspor Produk Kelapa Di Indonesia
Tahun 1993- 2002 (Ton)
Tahun
Kopra
CCO
DC
1993
8744
254,400
19,596
1996
0
378,800
24,150
1999
42,619
349,600
23,533
2000
34,579
734,600
31,373
2001
23,884
359,100
34,820
2002
40,045
446,300
48,550
2003
25,107
364,280
36,833
2004
36,139
447,113
31,168
Sumber : Bps, 2003 ; Ditjenbun,2002
Butir
19,522
2,264
38,136
5,334
507
8,694
17,981
1,180
SS
88
866
59
102
191
191
AT
12,362
15,855
17,742
26,735
23,452
29,493
AC
7,163
12,235
11,283
10,205
12,104
11,553
35,341
Tujuan ekspor produk kelapa Indonesia selama ini meliputi banyak

negara di Eropa, Amerika, maupun Asia dan Pasifik. Pengaruh dinamika
dan perbedaan preferensi antar pasar tujuan menyebabkan tingkat dan
bentuk permintaan produk ekspor berbeda-beda antar negara. Disamping itu, arah
perdagangan juga dapat berubah. Seperti ditunjukkan tabel di bawah ini,
selama 1999-2004 terdapat indikasi perubahan orientasi negara tujuan
ekspor untuk beberapa produk ekspor kelapa Indonesia. Dominasi peran
negara-negara Eropa sebagai tujuan ekspor secara perlahan digantikan
oleh negara-negara di kawasan Asia dan Pasifik.
Tabel 3.3 negara tujuan ekspor kelapa indonesia (1999 & 2003)
No
Jenis produk
CCO
2
3
COPRA
Desiccated
coconut
Coconut shell
Actived carbon
4
5
Negara tujuan
1999
Belanda , USA
Belanda ,Jerman
Singapura
2003
Belanda
,cina,malaysia
Filipina ,malaysia
Singapura
Jepang ,korsel,Malaysia
Jepang ,taiwan, italia
Jepang ,malaysia
Jepang ,korea
11
3.2. PENAWARAN
Statistik jumlah usaha kelapa parut kering didaerah ponorogo
masih belum tersedia. Produk kelapa parut kering yang beredar di
ponorogo adalah berasal dari industri luar daerah. Sehingga kami
yakin bahwa peluang berhasilnya bisnis ini adalah sangat
menjanjikan.
3.3. JALUR PEMASARAN PRODUK

Kotler (1993) pemasaran adalah suatu proses sosial dengan individu dan
kelompok dengan kebutuhan dan keinginan dalam menciptakan, penawaran, dan
perubahan nilai barang dan jasa secara bebas dengan lainnya. Di dalam sistem
pemasaran terdapat komponen komponen yang saling mempengaruhi satu sama
lain. Di dalam sistem pemasaran perlu diperhatian beberapa komponen penting
yang mempengaruhi pemasaran, antara lain adalah :
1) Organisasi pemasaran
2) Produk, jasa yang dipasarkan
3) Pasar
4) Saluran distribusi (Channel Distribution)
5) Lingkungan,
yang terdiri dari : faktor sosial budaya, penduduk, teknologi, keadaan
perekonomian (Koeswara, 1995).
Pemasaran komoditi pertanian bersifat konsentrasi-distributif. Dimana
komoditi pertanian yang dihasilkan secara terpencar-pencar, berupa bahan mentah
yang perlu pengolahan lebih lanjut dan dalam jumlah yang relatif sedikit sehingga
untuk menutup biaya-biaya yang diperlukan lembaga pemasaran dalam
melakukan fungsi-fungsi pemasaran diperlukan volume perdagangan yang cukup
besar. Pemasaran komoditi pertanian dari proses konsentrasi yaitu pengumpulan
produk-produk pertanian dari petani ke tengkulak, pedagang pengumpul dan
pedagang pengumpul kota serta diakhiri proses distribusi yaitu penjualan barang
dari pedagang ke agen, pengecer dan konsemen (Sudiyono, 2004).
Rangkaian proses penyaluran produk dari produsen hingga sampai ke
tangan konsumen akhir disebut saluran pemasaran. Saluran pemasaran menurut
bentuknya dibagi dua, yaitu :
a. Saluran distribusi langsung (direct channel of distribution)
yaitu penyaluran barang-barang atau jasa-jasa dari produsen ke konsumen
dengan tidak melalui perantara, seperti penjulan di tempat prduksi, penjualan di
toko/gerai produsen, penjualan dari pintu ke pintu, penjualan melalui surat.
12
b. Saluran distribusi tak langsung (indirect channel of distribution)

yaitu bentuk saluran distribusi yang menggunakan jasa perantara dan agen
untuk menyalurkan barang atau jasa kepada konsumen.
Terdapat beberapa perantara dalam pemasaran yaitu :
Pedagang pengumpul kota (merchant wholesalers) atau grosir memberi
merek pada barang yang mereka jual dan terutama menjualnya ke penjual
lain (pengecer), pelanggan industri, dan pelanggan omesial lain, daripada
ke konsumen individu.
Perantara agen (agen middleman), seperti wakil pabrikan, juga menjual ke

penjual ulang (reseller) lain dan pelanggan industri atau komersial, tapi
tidak memberi merek pada barang yang mereka jual. Biasany
berspesialisasi dalam fungsi penjualan dan bertindak sebagai klien
pabrikan atas dasar komisi.
Pengecer (retailers) menjual barang dan jasa secara langsung e konsumen

akir untu penggunaan kegiatan nonbisnis mereka.
Agen pendukung (facilitating agencies), seperti biro iklan, perusahaan

riset pemasaran, agen pengumpul, berspesialisasi pada satu atau lebih
fungsi pemasaran atas dasar bayar per layanan untk membantu klien
melakukan fungsi-fungsi itu dengan lebih efektif dan efisien (Boyd dkk.,
2000).
PEDAGANG / PETANI KELAPA
INDUSTRI KELAPA PARUT KERING
SUPLIER/DISTRIBUTOR
RETAILER/ SUPERARKET
KONSUMEN
13
Gambar 3.1.Proses Pemasaran Produk Dari Produsen

Ke Konsumen
konsumen
Memesan dalam jumlah besar
Membeli dalam jumlah kecil
Contoh produk
Persetujuan konsumen
Pembayaran
Kontrak
Pengambilan
Pembayarn Dengan Uang Muka
Produksi Masal
Pelunasan
Pengambilan /pengirimanproduk
Gambar 3.2 Proses Konsumen Dalam Memperoleh Produk
3.4. KENDALA PEMASARAN

Panjang pendeknya saluran pemasaran yang dilalui oleh suatu hasil
komoditas pertanian tergantung pada beberapa faktor, yaitu :
Jarak antara produsen dan konsumen
14
Semakin jauh jarak antara produsen dan konsumen, semakin panjang saluran
yang ditempuh produk.
Cepat tidaknya produk rusak
Produk yang cepat atau mudah rusak harus segera diterima konsumen dan
dengan demikian menghendaki saluran pemasaran yang pendek dan cepat.
Skala produksi
Bila produsi berlangsung dengan ukuran-ukuran kecil, maka jumlah yag
dihasilkan berukuran kecil pula, hal ini tidak akan menguntungkan bila
produse langsung menjual ke pasar.
Posisi keuangan pengusaha
Produsen yang mempunyai modal yang banyak cenderung untuk
memperpendek saluran pemasaran (Rahim , 2007)
Semakin banyak lembaga tataniaga yang terlibat, semakin panjang rantai
tata niaga dan semakin besar biaya pemasaran komodit i tersebut . Secara teknis
dapat dikatakan bahwa semakin pendek rantai tata niaga suatu barang
hasil
pertanian, maka:
a. biaya tata niaga semakin rendah,
b. margin tata niaga juga semakin rendah,
c. harga yang harus dibayarkan konsumen semakin rendah,
d. harga yang diterima produsen semakin tinggi (Daniel, 2002).
3.5. LOKASI USAHA

Lokasi usaha kelapa parut kering terpengaruh dengan lokasi keberadaan
bahan baku yaitu kelapa. Di jawa timur kabupaten penghasil kelapa terbesar
diantara nya adalah kabupaten Trenggalek dan kabupaten Pacitan yang berbatasan
dengan ponorogo, sehingga industri kami akan mudah mendapatkan bahan baku
dengan harga yang relatif murah dan biaya transportasi yang terjangkau.
15
4. FASILITAS PRODUKSI DAN PERALATAN

Peralatan yang digunakan dalam industri kelapa parut kering yang utama
adalah mesin pengupas batok dan sabut ,mesin pemarut daging kelapa dan mesin
pengering ( dryer). Di tambah lagi mesin pegemasan / packing setelah kelapa
parut siap dikemas.
Sebenarnya ada alat tradisional untuk mengupas batok ,sabut seperti pisau
biasa, dan alat parut tradisional tetapi kurang efektif untuk kelapa parut standar
bisnis dan dengan menggunakan mesin dapat menghemat waktu, untuk
pengering selain menggunakan dryer ( mesin pengering kelapa) bias juga dengan
oven / pengeringan cara tradisional lainya tetapi kualitas yang dihasilkan nya
berbeda terutama warna ddan aroma nya. Bila kita menggunakan mesin dryer
kelapa bias dipastikan warna nya tetap putih alami dengan aroma kelapa yang
tidak berubah, karena kualitas akir kelapa parut kering di temtukan dari system
pengeringan nya , kadar air nya tidak boleh lebih kurang dari 2-3 %.
Untuk daerah-daerah tertentu terutama di luar Jawa kondisi infrastruktur
pendukung kurang memadai. Dampak dari hal ini biaya usahatani menjadi tinggi
dan harga jual menjadi kurang bersaing. Sebagai contoh, di daerah sentra produksi
kelapa di Indragiri Hilir hanya memiliki satu alternatif transportasi, yaitu
transportasi air. Kondisi tersebut mengakibatkan kelembagaan penunjang
cenderung menekan petani.Sebagai ilustrasi, kelembagaan pemasaran cenderung
monopsoni,kelembagaan keuangan didominasi sistim barter yang merugikan
petani,dan akses petani terhadap informasi teknologi dan pasar tidak berjalan
karena kurang terjangkau oleh lembaga-lembaga yang tersedia.
Untuk wilayah yang infrastrukturnya sudah berkembang seperti di Jawa,
kelapa masih cenderung dikonsumsi dalam bentuk kelapa segar, dimana
konsumen utamanya adalah masyarakat perkotaan. Kondisi demikian
mengakibatkan transportasi yang mahal dan rantai tataniaga yang panjang, pada
gilirannya harga tingkat petani juga tertekan. Hal ini dapat diatasi jika
dikembangkan beberapa produk kelapa terutama santan untuk dapat mensubtitusi
santan yang langsung dibuat oleh rumah tangga dari kelapa segar, yang
merupakan penggunaan yang dominan
4.1. BAHAN BAKU

Bahan baku adalah bahan utama yang digunakan dalam proses pembuatan
produk yang memiliki persentase yang paling besar dibandingkan bahanbahan lainnya dan akan mengalami perubahan fisik maupun kimia yang
langsung ikut dalam proses produksi sampai dihasilkannya produk jadi.
16
Bahan baku utama yang digunakan disini adalah daging buah kelapa
segar,yang berasal dari buah kelapa yang sudah di bersinkan sabut dan tempurung
maupun kulit cokelat nya. Pada umumnya buah kelapa berbentuk bulat telur dengan
berat antara 3 4 kg dan bervolume air 3 - 4 liter sesudah berumur 9 10 bulan. Pada
umur 12 14 bulan, buah sudah tua dengan berat rata-rata 2 kg dimana volume airnya
berkurang
.
Ciri ciri buah kelapa yang sudah tua adalah sebagai berikut :
Sabutnya mulai mengering.

Tempurung sudah berwarna hitam.
Volume air dan berat berkurang.
Pembentukan putih lembaga (daging buah) sudah sempurna yaitu sudah
padat, demikian pula pembentukan lembaganya
Jika buah kelapa dibelah dua, maka akan terlihat bagian bagian sebagai berikut :
A. Kulit Luar (Epicarp)
Keras dan licin serta tipis (0,14 mm). Warna ada yang hijau, kuning, atau jingga.
B. Kulit Tengah Atau Sabut (Mesocarp)
Bagian ini berserabut dan terdiri dari jaringan dengan sel serat yang keras, antara
sel sel terdapat jaringan lunak. Dikenal dengan nama sabut, tebalnya 3 - 5 cm.
C. Kulit Dalam (Endocarp)
Dikenal dengan nama tempurung. Merupakan lapisan yang keras karena
mengandung banyak Silikat (SiO). Dibagian pangkal terdapat 3 buah ovalu
(lubang tumbuh) atau mata, yang membuktikan bahwa bakal buah asalnya
beruang tiga dan yang tumbuh biasanya 1 buah.
D. Kulit Daging Buah
Kulit daging buah akan terlihat setelah tempurung dikupas. Kulit berwarna coklat
membungkus seluruh daging buah kelapa.Kulit tipis ini biasanya dibuang ketika
daging buah akan diolah. Kalau diikutkan dalam pembuatan minyak, maka akan
menyebabkan minyak berwarna coklat. Namun kulit ini dapat diolah menjadi
minyak goreng kualitas nomor 2
E. Putih Lembaga (Endosperm)
Putih lembaga merupakan daging kelapa berwarna putih, lunak dan enak
dimakan.
Tebal putih lembaga 8 10 mm. Putih lembaga adalah jaringan yang berasal dari
inti lembaga yang dibuahi sel kelamin jantandan membelah diri. Jaringan ini
berisi cadangan makanan lembaga sebelum lembaga dapat mencari makanan
sendiri. Kandungannya adalah : air 52 %, minyak 34 %, protein 3 %, zat gula 1,5
%, dan zat abu 1%.
F. Air Kelapa
17
Pada saat buah kelapa masih muda disebut air degan. Air degan ini mengandung
mineral 4 %, gula 2% (glugosa, fruktosa, dan sukrosa), abu dan air. Kandungan
gula terbanyak sewaktu masih muda, sehingga airnya terasa manis dan makin tua
rasa tersebut semakin berkurang. Jumlah air kelapa makin berkurang sesuai
dengan pertambahan umur buahnya, yaitu 18 gr setiap buah sebelum buah
berdaging, 30 gr setiap buah muda, dan 8 10 gr setiap buah yang sudah tua.
Demikian pula warna airnya, makin tua airnya akan makin keruh.
Gambar 4.1 Ilustrasi Buah Kelapa Dan Bagiannya
TABEL 2.1 KOMPOSISI BERAT BUAH

KELAPA
Penggolongan varitas kelapa umumnya adalah sebagai berikut :

1. Menurut Bentuk Dan Ukuran Buah
Bentuk dan ukuran besar,
Misalnya : kelapa hijau, kelapa merah, kelapa manis, kelapa bali, dan kelapa
lokal (Tenga,Palu, Jepara, West African Tall)
18
Bentuk dan ukuran kecil,

Misalnya :kelapa gading, kelapa sriwulan, kelapa raja, kelapa puyuh, kelapa nias,
kelapa Malayan.
2. Menurut Umur Pohon Mulai Berbuah
Kelapa dalam,
Umumnya berbuah umur 6 tahun, terdiri dari kelapa varitas typical.
Kelapa genjah,
Berbuah antara umur 3 4 tahun, bentuk buah dan ukurannya kecil. Sedangkan
kelapa hibrida merupakan kelapa genjah dengan bentuk dan ukuran buah cukup
besar.
3. Menurut Warna Buah
Kelapa gading, dengan warna kuning,

misalnya : kelapa nias gading (kuning).
Kelapa hijau, dengan warna kulit hijau,

misalnya : varitas viridis, kelapa puyuh dan, nias hijau varitas sakarina.
Kelapa jingga, dengan warna kulit buah orange semu kemerahan, misalnya
: varitas rubescens, kelapa raja dan kelapa raja Malabar.
4. Menurut Genotipnya
Kelapa dalam dengan variasi ; kelapa hijau, kelapa gading , dan kelapa
jingga.
Kelapa genjah dengan variasi : kelapa hijau, kelapa gading, dan kelapa
jingga atau lebih lengkap dengan istilah genjah hijau.
Kelapa hasil persilangan yang sering dikenal dengan kelapa hibrida,

mempunyai banyak variasi, tergantung varitas yang disilangkan.
Kelapa abnormal, misalnya kelapa kopyor
2). BAHAN PEMBANTU

Bahan penolong adalah bahan yang secara tidak langsung mempengaruhi
kualitas dan fungsi produk, baik itu dikenakan langsung maupu tidak langsung
terhadap bahan baku dalam suatu proses produksi.
19
Adapun bahan penolong yang digunakan adalah :

Kaporit
Kaporit digunakan sebagai campuran pada saat proses perendaman untuk
membunuh kuman pada daging kelapa.
Air
Air digunakan untuk membersihkan daging kelapa dari kotoran-kotoran pada
proses pencucian dan menghilangkan aroma kaporit dari proses perendaman.
3). BAHAN TAMBAHAN

Bahan tambahan adalah bahan yang digunakan untuk mempermudah
proses dan meningkatkan kualitas dari produk yang dihasilkan.
Adapun bahan tambahan yang digunakan adalah :
Plastik
Plastik ini digunakan untuk membungkus kelapa parut yang telah selesai
diproduksi.
Kertas Sak
Sak ini digunakan untuk membungkus kemasan plastik kelapa parut yang siap
untuk dikirim ke konsumen.
4.2. TENAGA KERJA
Tenaga kerja pada usaha industri kelapa parut kering ini dibagi atas 2
kelompok ,yaitu tenaga keja langsung yang melakukan proses produksi dan
tenaga kerja manajemen yang bekerja di kantor (pegawai kantor ). Pegawai
manajemen adalah pegawai kantor yang mengatur sistem manajemen di industri
sekaligus sebagai anggota pemilik modal usaha disamping modal pinjaman ke
bank. Pegawai kantor / tenaga manajemen industri kelapa parut kering ini terdiri
dari 3 orang , satu orang dengan kontribusi modal terbesar menjadi direktur
perusahaaan dan dua anggota lainya yang memiliki kontribusi modal lebih kecil
menjadi menejer produksi dan menejer peasaran & keuangan. Sedangkan tenaga
kerja produksi industri ini adalah pekerja yang direkrut berdasarkan keahlian
masing masing dan di gaji perbulan sesuai dengan UMR kota PONOROGO ,
tenaga produksi industri ponorogo kelapa parut kering ini terdiri atas 5 orang ,
dengan perincian sebagai berikut :
1) Operator pra-proses produksi 1
2) Operator pra- proses produksi 2
3) Operator proses produksi 1
20
4) Operator proses produksi 2

5) Operator Quality checking & paking
Selain gaji pokok semua staf dan karyawan industri kami akan mendapatkan uang
lembur sesuai dengan jumlah jam lembur mereka dan juga fasilitas lainya,yaitu :
Tunjangan makan
Tunjangan hari raya idhul fitri
Tunjangan tahun baru
Asuransi jiwa (JAMSOSTEK)
Cuti sakit / melahirkan dan hari libur seminggu sekali
Pembagian jam kerja karyawan kantor dan karyawan produksi industri kami
dapat dilihat pada tabel berikut :
Tabel 4.2 Jadwal kerja karyawan
HARI
Senin- kamis
Jumat
sabtu
JAM KERJA
08.00-17.00
08.00-17.00
08.00-12.00
ISTIRATAH
12.00-13.00
12.00-13.30
-
4.3. TEKNOLOGI
Teknologi pembuatan kelapa parut kering ini terdiri dari 3 kelompok mesin ,
yaitu :
Mesin pra- proses produksi , seperti : mesin pengupas batok,mesin
pengupas sabut kelapa,
Mesin proses produksi ,seperti : mesin pemarut daging kelapa, mesin
pengering kelapa parut(dryer),
Mesin paking/kemasan,seperti : alat sealer ,alat vacum kemasan ,dan
lainya.
Adapun mesin dan perlatan yang digunakan dalam industri kelapa parut kering ini
selengkapnya dapat dilihat dalam tabel dibawah ini :
Tabel 4.3. Mesin Dan Peralatan
No
1
Jenis mesin
HAMMER MILL/
Mesin pemarut
Kuantitas
Keterangan
1
Memarut daging kelapa
menjadi kelapa parut
21
De-shelling
machine/Mesin
pengupas batok
De-husking machine/
Mesin pengupas
sabut kelapa
Dryer machine/
Mesin pengering
Washing tank
machine
Bak perendaman
Conveyor
Troli ( roda 4)
Shovel (garuk)
10
Keranjang
10
11
Mesin paking
12
Mesin sealer
3
4
5
1
1
1
kering
Memisahkan daging
kelapa dengan
batok/tempurungnya
Secara otomatis
menghancurkan sabut
kelapa menjadi halus
Mengeringkan kelapa
parut
Mencuci dan
membersihkan daging
kelapa sebelum diparut
Sebagai wadah untuk
merendam daging kelapa
sebelum di cuci
Memindahkan daging
kelapa ke proses
pencucian
Untuk memindahkan
daging kelapa dari bak
perendaman untuk dicuci
Untuk memindahkan
kelapa parut ke dryer dan
wadah penampunagn
semsntara sebelum di
paking
Sebagai wadah daging
kelapa
Untuk memvakum
plastik kemasan
Untuk menutup/
merekatkan kemasan
4.4. PROSES PRODUKSI

Proses produksi kelapa parut kering dibagi menjadi dua tahap :
I. PRA- PROSES PRODUKSI

1) Pengupasan Sabut Kelapa
22
Proses pengupasan sabut kelapa ini menggunakan mesin De-Husking

mahcine, yang secara otomatis mesin ini akan menghancurkan sabut kelapa
menjadi lembut.
2) Pengupasan Batok Kelapa/ De-Shelling Process

Merupakan proses pemisahan daging kelapa dari tempurungnya menggunakan
mesin pengupas batok.
3) Proses Paring
Merupakan proses penghilangan kulit berwarna coklat yang menempel pada
daging kelapa dengan menggunakan pisau biasa.
II.
PROSES PRODUKSI KELAPA PARUT KERING

1) Proses Perendaman
Setelah pengupasan paring ( kulit coklat) daging kelapa direndam dalam air
yang di campur dengan sedikit kaporit. Kaporit ini berfungsi untuk
mensterilkan daging kelapa dari kuman.
2) Proses Pencucian
Proses pencucian daging kelapa dibagi menjadi dua tahap :
Pencucian dengan air dingin
Setelah proses perendaman, daging kelapa di pindahkan ke bak pencucian
air dingin dengan troli/ basket dan di cuci secara manual. Tujuan
pencucian ini adalah untuk menghilangkan kotoran yang menempel pada
daging kelapa.
Pencucian dengan air hangat (70 derajat celcius)

Setelah dicuci dengan air dingin, daging kelapa dipindahkan ke mesin
pencucian air hangat dengan temperatur sekitar 70 derajat celsius, tujuan
proses ini adalah selain dapat membunuh kuman juga untuk
menghilangkan aroma kaporit pada proses perendaman
3) Proses Pemarutan
Setelah proses pencucian air hangat, daging kelapa dipindahkan ke dalam
mesin pemarut / hammer mill dengan menggunakan conveyor. Tujuan
pemarutan adalah untuk merubah size daging kelapa menjadi bentuk parutan
kecil
4) Proses Pengeringan
Setelah itu kelapa parut di pindahkan ke dalam mesin pengering (dryer) untuk
dikeringkan pada suhu 80 derajat celsius selama kurang lebih 5 menit.
Tujuanya untuk menurunkan kadar air kelapa parut menjadi 2-3 %
23
5) Pengemasan Paking
Kelapa parut kering yang sudah berada dalam wadah penampungan di
masukan dalam plastik kemasan dan di timbang sesuai dengan berat yang
diinginkan lalu direkatkan dengan alat sealer.
Skema tahapan proses produksi kelapa parut kering ( desiccated

coconut) sebagai berikut :
Pra- proses produksi
proses produksi
Daging kelapa
MULAI
Perendaman
Buah Kelapa
Pencucian Air Dingin

Pengupasan Sabut
Pencucian Air Hangat
Pengupasan Batok
Perendaman
Paring
Pemarutan
Daging Kelapa
Pengeringan
Gambar 4.1 Pra-Proses Produksi
Pengemasan
Penyetokan
Gambar 4.2 Proses Produksi
24
SELESAI
4.5. JUMLAH JENIS DAN MUTU PRODUKSI

Berdasarkan analasis market potensial di daerah survey dan jumlah modal
usaha yang kami miliki kami percaya akan dapat memproduksi kelapa parut
kering sekitar 400 bungkus perhari dengan berat perbungkus adalah 100 gram,
sehingga perkiraan kapasitas produksi kami perbulan adalah :
Kapasitas produksi perbulan = jumlah produksi perhari x 25
= 10.000 bungkus per bulan.
Nb : kami mengasumsikan hari efektif kerja perbulan 25 hari
Desiccated cococnut / kelapa parut kering ada 2 jenis, yaitu : medium grade
( ukuran medium ) dan fine grade ( ukuran serbuk ). Tapi di sini kami hanya
memproduksi desiccated coconut medium grade saja,untuk kedepan nya kami
akan melakukan perluasan usaha dengan memproduksi kelapa parut kering fine
grade.
Penampakan produk kelapa parut kering kami adalah putih alami, tidak ada
bintik coklat/hitam dan tidak ada penambahan pewarna buatan. Rasa dan
aromanya segar, manis seperti aroma buah kelapa pada umumnya tanpa
penambahan pemanis buatan ataupun gula.
Standar kuwalitas dan mutu produksi kami ditunjukkan pada tabel berikut :
Tabel 4.4 standar mutu dan kwalitas kelapa parut kering
No
1
2
3
4
5
Kriteria kwalitas
Warna
Granulasi
Free fatty acid (FFA)
PH
Air ( kadar air)
25
Deskripsi
Putih alami
34- 47%
Maksimal 0,3 %
6,1-6,7 %
Maksimal 3%
4.6. PRODUKSI OPTIMUM

Dengan megasumsikan hari kerja efektif kami dalam satu bulan 25 hari ,dan
jam kerja adalah 8 jam perhari, kami mentargetkan produksi optimum industri
kami sekitar 400 bungkus perhari dengan berat tiap bungkus adalah 100 gram
kelapa parut kering.
Bagaimanapun juga hal ini tergantung pada kemmpuan kerja tenaga kerja
produksi kami yang terlibat langsung dalam proses produksi, tetapi bila kami
mendapatkan pesanan dalam jumlah besar yang melebihi kapasitas produksi
normal,kami akan merekrut karyawan sementara atau menambah jam kerja
karyawan tetap yang terhitung sebagai jam lembur dan akan mendapatkan
tambahan upah sesuai dengan jumlah jam lembur mereka.
4.7. KENDALA PRODUKSI
Kendala poduksi/ pengolahan kelapa diantaranya dalah pada bahan baku,

yaitu tinnginya tingkat penanaman kelapa yang kurang produktif (sudah
tua dan rusak ) mencapai 30-40% dari areal perkebunan rakyat.
Produktivitas tanaman kelapa masih sangat rendah, yaitu sekitar 4200
butir/Ha, sehingga pasokan bahan baku terbatas dari segi mutu dan jumlah
Kelapa termasuk buah musiman ,sehingga bila musim panen berakir maka
harga bahan baku akan mengalami kenaikan.
4.8. LOKASI USAHA

Lokasi usaha kelapa parut kering terpengaruh /tergantung pada faktor lokasi
ketersediaan bahan baku yaitu kelapa. Lokasi pengolahan kelapa hendaknya tidak
jauh dari lokasi bahan bakunya agar dapat mengurangi biaya transportasi bahan
baku. Industri kelapa parut kering kami berlokasi di jalan selo aji no 10, rt 03/02,
desa cekok, kec. Babadan, kabupaten Ponorgo , jawa timur , indonesia .
Dari hasil survei BPS jawa timur diketahui bahwa kabupaten penghasil
kelapa di jawa timur diantara nya adalah kebupaten PACITAN dan kabupaten
TRENGGALEK dengan luas lahan kelapa di tahun 2013 adalah sekitar 25.899 Ha
dan 18.440 Ha dan hasil produksi rata rata adalah sekitar 1.462 ton per tahun.
Kedua kabupaten produksi kelapa ini adalah merupakan perbatasan kota ponorogo
,sehingga kami akan mudah memprolah kebutuhan bahan baku dengan harga yang
relatif rendah dan biaya trasportasi yang terjangkau.
4.9. ASUMSI DAN PARRAMETER UNTUK ANALISI KEUANGAN
26
Untuk mengetahui layak tidaknya bisnis kelapa parut kering ini, maka perlu
diadakn analisis kelayakan usaha. Hasil analisi ini juga akan bermanfaat bagi
pihak pihak yang bermaksud memulai usaha kelapa parut kering.
Tabel 4.5. Asumsi Yang Digunakan Untuk Analisis Keuangan
No
1
2
3
4
6
7
9
10
Asumsi
Periode proyek
Jumlah hari kerja/ bulan
Jumlah bulan pertahun
Skala usaha
a). input
b). produksi
Tenaga kerja
a). tetap
b). manajemen
direktur
karyawan
Upah tenaga kerja
(perbulan)
a). tetap
b). manajemen
direktur
karyawan
Produksi kelapa parut
kering
Kebutuhan bahan baku
a) Bahan baku
b) Bahan penolong
total
c) Bahan tambahan
Harga bahan baku
a) Bahan baku
b) Bahan penolong
c) Bahan tambahan
Harga produk
Diskon faktor
Satuan
Jumlah
Keterangan
Tahun
Hari
Bulan
5
25
12
Umur ekonomis
Butir
Bungkus
5.000
10.000
Bahan baku
Hasil produksi
Orang
Orang
Orang
1
2
Rp/orang
800 rb
Rp/orang
Rp/orang
1,6 jt
1,2 jt
Bungkus
10.000
Per bulan
Butir
Kg
5000
10
Per bulan
Per bulan
Item
10.000
Paking
Rp /butir
Rp /kg
Rp/bulan
Rp/bks
2500
22.000
800.000
3500
10 %
Kelapa
Kaporit
Kemasan
Per bungkus
5. BIAYA INVESTASI DAN BIAYA OPERASIONAL
27
Pengertian biaya adalah suatu pengorbanan yang sudah dikeluarkan untuk

memperoleh suatu poduk/ komoditi dan tidak bertujuan untuk pemborosan ( Gani,
1990). Biaya dalam sistem menejerial mencerminkan efisiensi sistem produksi,
sehingga konsep biaya juga mengacu pada konsep produksi. Tetapi bila dalam
konsep produksi kita membicarakan biaya secara fisik dalam menghasilkan output
produksi, maka dalam konsep biaya kita menghitung penggunaan input itu dalam
nilai ekonomi yang disebut biaya ( By Gaspersz, 2003).
Dalam analisis keuangan ini biaya dibedakan menjadi dua yaitu biaya
investasi dan biaya operasional.
5.1. Biaya Investasi
Biaya investasi adalah suatu biaya yang masa kegunaanya dapat
berlangsung dalam waktu relatif lama biasanya lebih dari 1 tahun. Biaya investasi
dalam suatu industri meliputi biaya pembelian mesin produksi & peralatan, biaya
persiapan & perizinan, perlengkapan tetap kantor seperti furniture, komputer ,dan
lainnya.
Di sini tidak ada biaya investasi tanah & bangunan karena berencana
menyewa tanah & bangunan dengan membayar biaya sewa pertahun.
Tabel 5.1 Komposisi Biaya Investasi
No
1
2
3
4
Jenis biaya
Perizinan & persiapan
Sewa tanah & bangunan
Mesin& peralatan
Furniture & perlengkapan tetap
Total
persentase
8.3 %
33.3 %
42 %
16.4 %
100 %
Nilai (rupiah)
5,000,000
20,000,000
25,000,000
10,000,000
60,000,000
5.2. BIAYA OPERASIONAL & OVERHEAD/ BIAYA FABRIKASI

Biaya operasional adalah biaya yang diperlukan untuk melaksanakan
kegiatan dalam suatu proses produksi dan memiliki sifat habis pakai dalam kurun
waktu yang relatif singkat ( kurang dari satu tahun), dan biasanya biaya
operasional ini dikeluarkan secara berulang.
Dalam industri ini biaya operasionalnya meliputi :
28
Gaji pegawai langsung & kantor

Biaya telepon
Biaya promosi
Biaya asuransi
Perlengkapan
Depresiasi
Biaya air, gas dan listrik
Biaya perawatan mesin
Tabel 5.3 Komposisi Biaya Operasional

No
1
2
3
4
5
6
7
8
9
10
12
Jenis biaya
Biaya tenaga kerja total
Telepon
Promosi
Asuransi
Perlengkapan
Air,gas dan listrik
Pemeliharaan
Bahan baku
Bahan penolong
Bahan tambahan
Lain-lain
TOTAL
(%)
33.3
1.3
1.3
0.8
0.8
4.2
1.3
52
0.9
3.3
0.8
100
Nilai (rupiah)
8,000,000
300,000
300,000
200,000
200,000
1000,000
300,000
12,500,000
220,000
800,000
200,000
24,020,000
Dari tabel di atas terlihat bahw abiaya operasional yang dibutuhkan dalam
satu bulan adalah sekitar Rp 24,020,000 atau dalam satu tahun di butuhkan biaya
operaional sebesar Rp 288,240,000
Berdasarkan perhitungan arus kas biaya operasional diatas maka kebutuhan
modal kerja awal produksi sebelum industri menghailkan laba adalah
Rp 24,020,000.
5.3. Kebutuhan Dana Investasi Dan Modal Kerja
Biasanya pengusaha industri kecil, menengah, besar akan mengambil
pinjaman di bank untuk keperluan modal kerja dan akan menggunakan modal
sendiri untuk kebutuhan investasi usaha.
Namun di sini kami akan mengajukan kredit ke bank untuk seluruh kekurangan
modal usaha kami,baik untuk keperluan investasi ataupun modal kerja. Perincian
kebutuhan dana modal kerja & investasi adalah sebagai berikut :
Tabel 5.4 Kebutuhan Dana Investasi Dan Modal Kerja
29
No
1
2
3
Rincian biaya projek

Kebutuhan modal investasi
Kebutuhan modal kerja
Sumber dana :
a). kredit ( 36%)
b). dana sendiri (64%)
Total kebutuhan dana
Total biaya ( Rupiah)

Rp 60,000,000
Rp 24,020,000
Rp 30,000,000
Rp 54,020,000
Rp 84,020,000
Dari tabel diatas diketahui bahwa kebutuhan total investasi dan modal kerja
adalah Rp 84,020,000 rupiah, yang berasal dari dana pinjaman/ kredit sebesar
36% dan modal sendiri sebesar Rp 54,020,000 (64%).
Kredit yang diterima industri kami baik kredit investasi ataupun modal kerja
berjangka 5 tahun dengan tingkat suku bunga 5%, suku bunga flat dimana
perincian angsuranya dapat dilihat pada tabel berikut :
Tabel 5.5 Perhitungan Angsuran Pinjaman ( Rupiah)
Tahun
0
1
2
3
4
5
Saldo
Pinjaman
30,000,000
24,000,000
18,000,000
12,000,000
6,000,000
Angsuran
Bunga
1,500,000
1,500,000
1,500,000
1,500,000
1,500,000
Angsuran
Pokok
Total
Angsuran
6,000,000
6,000,000
6,000,000
6,000,000
6,000,000
7,500,000
7,500,000
7,500,000
7,50,000
7,500,000
5.4. PROYEKSI PRODUKSI DAN PENDAPATAN

Di ponorogo belum ada industri yang menolah kelapa parut kering, produk
produk berbasis kelapa yang bredar di ponorogo berasal dari uar daerah.
Masyarakat ponorogo masih banyak yang menggunakan kelapa segar dan
memarutnya dengan alat parut tradisional. Sehingga kami berinisiatif untuk
mendirikan industri kelapa parut kering di ponorogo dan memperkenalkan
penggunaan kelapa parut kering kepada masyarakat ponorogo terutama
masyarakat pedesaan.
Proyeksi produksi dan pendapatan industri kami sebagai berikut :
Tabel 5.6 Nilai Produksi
No
Input
Unit/
hari
Harga
30
Jumlah
Per
bulan
Per tahun
Kelapa parut kering 400

100 gram
Input tambahan
2 Tempurung
3,500
Sabut
Air kelapa
Total pendapatan
1,400,00
0
35,000,
000
420,000,0
00
600,00
0
300,00
0
100,00
0
36,000,
000
7,200,000
3,600,000
1,200,000
432,000,0
00
5.5. PROYEKSI LABA RUGI DAN BEP

Tabel 5.7 Proyeksi Laba Rugi Dan Bep
Keterangan
Laba pertahun
Profit margin
Bep penjualan
Bep produksi
Nilai
191,760,000
44%
259,200,000
74,057
Hasil proyeksi laba rugi menunjukkan bahwa laba produksi pertahun adalah
sekitar Rp 191,760,000 rupiah, dengan profit margin 44%.
Break event point/ titik impas terjadi pada penualan senilai Rp 259,200,000
dengan jumlah unit adalah sekitar 74,057 unit.
5.8. ASPEK SOSIAL EKONOMI
Dalam aspek sosial keberadaan industri ini mempunyai manfaat yang besar.
Analisis sosial ekonomi memiliki ckupan yang luas, yaitu meliputi kesejahteraan
masyarakat secara keseluruhan sebagai satu kesatuan. Usaha industri kelapa parut
kering ini memberikan penghasilan tambahan kepada petani/masyakat ponorogo,
karena pada umumnya didaerah ponorogo perkebunan kelapa adalah usaha
sampingan. Sehingga pendapatan dari penjualan buah kelapa menjadi tambahan
pendapatan bagi masyarakat. Selain itu masyarakat disekitar industri juga
menerima manfaat lain yaitu terbukanya lapangan kerja baru di daerah tersebut.
Dengan demikian industri kelapa parut kering kmai memberikan kontribusi dalam
mensejahterakan masyarakat melalui penyerapan tenaga kerja.
Usaha industri ini juga memberikan kontribusi kepada pemerintah daerah
baik dalam penyediaan lapangan kerja juga dalam bentuk pembayaran pajak dan
perizinan usaha.
31
Kami juga menyisihkan sedikit dari penghasilan industri kami untuk anak yatim/
orang orang yang tidak mampu disekitar lokasi usaha industri.
5.9. ASPEK DAMPAK LINGKUNGAN
Industri kelapa parut kering ini tidak menghasilkan limbah air kelapa / gas
/limbah jenis lainnya, karena air kelapa, batok kelapa, tempurung kelapa akan
dijual lagi ke industri lainnya yang memerlukan. Adapun limbah pencucian akan
di tangani dengan cara yang ramah lingkungan dan tidak akan memberikan
dampak negatif pada lingkungan dan masyakat sekitar.
6. KESIMPULAN DAN SARAN

6.1. KESIMPULAN
a) Usaha parut kering memiliki prospek yang melimpah karena ketersediaan
bahan baku dan terus meningkatnya permintaan akan produk ini.
b) Didaerah survei yaitu ponorogo belum ada industri yang mengolah kelapa
parut kering , sehingga perlu modal usaha yang besar untuk dapat
memenuhi seluruh market potensial yang ada.
c) Di daerah ponorogo terdapat dua pola pembiayaan usaha yaitu kredit bank
dan kredit koperasi simpan pinajm.
32
d) Produsksi kelapa parut kering memerlukan bahan baku ,bahan penolong

dan bahan tambahan untuk dapat mnghailkan mutu produk yang standar
internasional
e) Keberadaan industri ini dapat mensejahterakan masyakaat sekitar dengan
penyediaan lapagan kerja baru dan memberikan penghasilan tambahan
bagi petani kelapa.
f) Secara finansial usaha ini layak di biayai oleh bank,meski memerlukan
analisis kredit yang lebih komprehensif.
6.2. SARAN
a) Dengan melihat prospek pasar domestik dan pasar internasional yang
cerah, pengusaha kelapa parut kering hendaknya meningkatkan standar
mutu desiccated coconut standar internasional.
b) Pengembangan pola kemitraan usaha antar usaha besar,menengah dan

kecil/rumah tangga dalam pasokan bahan baku maupun pemasaran perlu di
tingkatkan.
33

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PONOROGO DESICCATED COCONUT

A Project feasibility study

SAINT MARYS UNIVERSITY

Chapter 1. The Executive Summary..................................................................1

Chapter 2 Project Background...........................................................................5

4.6.3. Questionnaire Matrix...........................................................18

In Partial Fulfillment Of The Requirement For The Course

Bachelor Of Science In Entrepreneurial Management

This study entitled

PONOROGO DESICCATED COCONUT : A Feasibility Study

Has Been Prepared And Submitted By :

Whose Grade For The Paper Is_______________________

Accepted In Partial Fulfillment Of The Requirements Of The Degree Of

Bachelor Of Science In Entrepreneurial Management

Indonesia is a country rich in plantation commodities. One of the plantation

We would like to extend our deepest gratitude and sincere appreciation to

To Saint Marys University for offering continuing education and being an

THE EXECUTIVE SUMMARY

We aim to be the leading manufacturer and distributor of desiccate coconut

To improve the well being of coconut farmer in Indonesia through

To produce only high quality of desiccated coconut made from fresh

To be recognized not only to numerous health conscious consumers but to

Productivity of coconut fruits is often abundant when harvesting season

= Desiccated Grated Coconut (Medium Grade)

= Size 100 Gram, HKD. 6 /Each

Production Capacity = 12.000 / Month

= Foil Stand-Up Zipper Pouches

Type Of Our Business Is General Partnership That Consists Of Three

1.5.2. MANAGEMENT AND PERSONAL FEASIBILITY SUMMARY

1.5.8. CONCLUSION TO FEASIBILITY

Figure 2.1. Proponent Of Share

share Ratna dwi

2.2. PROPOSED NAME OF THE BUSINESS

2.4. TYPE OF ORGANIZATION

MANAGEMENT AND PERSONNEL FEASIBILITY

Planning, delegating, coordinating,

3.2. WORK AND SCHEDULE STAFF AND EMPLOYEES

3.3. PROPOSED SALARY AND ALLOWANCES OF EMPLOYEES

Salaries (HKD) / monthly

Table 3.4. Direct Salaries + Meal allowances (HKD)

TREAT BUSINESS AS A SERIES OF RELATIONSHIPS NOT JUST

ENVISION THE CORPORATION AS A COMMUNITY,

TREAT EMPLOYEES LIKE ADULTS,

Urban people experiment with new products

4.1.3. PSYCHOLOGICAL AND SOCIO CULTURAL

4.1.4. LEARNING INVOLVEMENT

It is composition of people who love eat foods/cuisines / dishes cook using

: Madiun Regency, Magetan Regency, And Nganjuk Regency.

Figure 4.1. Ponorogo Map

: about 863,900 Inhabitants.

: 10 years old and above.

: Under, Middle, Upper income levels.

: Students, Family, All job categories.

4.2. DEMAND FIGURE DATA

4.2.2. PROJECTED DEMAND

= (0.2 x 359,731) + (1- 0.2) x 359,731

= (0.2 x 342,112) + (1- 0.2) x 359,731

Result of calculation shown in table 4.6. Below:

4.3. DEMAND SUPPLY ANALYSIS AND MARKET POTENTIAL

= Total demand Total supply competitors

Note: we assume that our effective day is 25 days/month

4.4. MARKET SHARE

4.5. PROJECTED SALES