TECHNOPRENEURSHIP

(Product Design and Technopreneurship)

Catharina B Nawangpalupi

Session
Saturday, 4 July 2015

07.30 08.30: What is entrepreneurship

08.30 10.30: Business model and strategy
10.30 12.30: Business model generation
13.00 15.00: Simulation marketing and technical problems
15.00 16.00: Evaluation

Sunday, 5 July 2015

07.30 9.00: Business plan
9.00 11.00: Business unit & ethics and simulation
11.00 11.15: Evaluation

Reference
Byers, Thomas H., Dorf, Richard C. and Nelson
Andrew J. (2010) Technology Ventures: From Idea to
Enterprise, Third edition, McGraw-Hill Higher
Education (Chapter 1 4)
Osterwalder, A., & Pigneur, Y. (2010). Business model
generation: a handbook for visionaries, game changers,
and challengers. John Wiley & Sons.

Introduction

Reflection (movie)
What makes me a good entrepreneur?
Opportunities?
Capabilities and skills?
Passion, interest, commitment?

Entrepreneurs

What is entrepreneurship
Entrepreneurship is more than the creation of
a business and the wealth associated with it.
It is focused on the creation of a new
enterprise that
: serves society and makes a positive change
: create great and reputable firms that exhibit

performance, leadership, and longevity

Entrepreneurs
are people who identify and pursue solutions among
problems, possibilities among needs, and
opportunities among challenges
"A pessimist is one who makes difficulties of his opportunities and an
optimist is one who makes opportunities of his difficulties"
(Harry Truman)

Decision criteria for being an entrepreneur

Opportunities identification
Nine categories of identification:
1. Increasing the value of a product or service
2. New applications of existing means or technologies
3. Creating mass markets
4. Increasing reach
5. Managing the supply chain
6. Convergence of industries
7. Process innovation
8. Increasing the scale of the firm

Business Model and Strategy

Vision
An informed and forward-looking statement of
purpose that defines the long-term destiny of the
firm.
Element of a vision:
Clarity: easily understood and focused
Consistency
Uniqueness
Purposeful

Mission statement
Elements:
Core values
Customers and/or stakeholders
Products
Competitive advantages
Values provided to customer
Market or industry

Example of visions
Solutions for a small planet
We strive to lead in the invention, development and
manufacture of the industry's most advanced
information technologies, including computer systems,
software, storage systems and microelectronics.
We translate these advanced technologies into value for
our customers through our professional solutions,
services and consulting businesses worldwide.
(IBM)

Inspire the World, Create the Future

to inspire its communities by leveraging three key
strengths: New Technology, Innovative Products and
Creative Solutions
and to promote new value for firms core networks
Industry, Partners, and Employees
(Samsung Electronics)

Starbucks Store
When our customers feel this sense of
belonging, our stores become a haven, a break
from the worries outside, a place where you
can meet with friends. Its about enjoyment at
the speed of life sometimes slow and
savored, sometimes faster. Always full of
humanity.

Value proposition
Value is the worth, importance or usefulness to the
customer.

Five values:
1.
2.
3.
4.
5.

Product
Price
Access
Service
Experience

Values for leading firms

Primary values
Product
Product

Price

Access

Service

Experience

Wal Mart

Amazon.com

Honda

Harley
Davidson
Disney World

Holiday Inn

Borders

Ocean Park
Six Flags

Dell
Computer

Starbucks

Price

Target

Access

Google
Toyota

Priceline

Service

Home Depot

Southwest
Airlines

Experience

Mercedes

Virgin Atlantic AT&T

McDonalds

Hilton Hotels
Nordstrom

Exercise
Use Google and find information about Indonesian leading firms
Map them in the following matrix
Primary values
Product
Product
Price
Access
Service
Experience

Price

Access

Service

Experience

Business Model - elements

Customer selection

Who is the customer?

Is our offering relevant to this customer?

Value proposition

What are the unique benefits?

Differentiation and control

How do we protect our cash flow and relationship?

Do we have a sustainable competitive advantage?

Scope of product and activities

What is the scope of our product activities?

What activities do we do?

Organizational design

What is the organizational architecture of the firm?

Value capture for profit

How does the firm protect the profitability?

Value for talent

Why will good people choose to work here?

How will we leverage their talent?

Customer
selection

Lion Air

Garuda Indonesia

Travelers who need to fly

anywhere in Indonesia

Traveler who needs comfort when

flying

Value proposition Price

Access

Differentiation
and control

For everyone
(we make people fly)

Scope of product Budget airlines

No meals
and activities
Organizational
design

Lower cost
Cost efficiency

Value capture for Travel package

Various routes
profit
Value for talent

Friendliness and leading by giving

Experience
Service
Garuda Indonesia Experience :
hospitality and honesty using 5 senses
(sight, sound, scent, taste, dan touch)
(the worlds best cabin staff by
SkyTrax)
Caring and friendly service
Easy reservation and check in

Hospitality

Executive lounge, membership

High levels of competitiveness

Competitive strategy
Strategy is a response to opportunity
Profitability
Why are we pursuing Where will we be
active?
this objective?

How will we achieve

our objective?

When will we act and What will

at what speed?
differentiate our
-Timing
product?

With whom will we

compete and
cooperate?
-Competition

-Vision
-Mission

-Execution

-Customer
-Market

-Positioning
-Competitor response

-Innovation
-Acquisitions

-Alliance

Business simulation
Excercise

Business Model Generation

9 building blocks

9 building blocks

Customer Segments
the different groups of people or organizations an
enterprise aims to reach and serve
Different segments if
Their needs require and justify a distinct offer
They are reached through different Distribution Channels
They require dfferent types of relationships
They have substantially different profitabilities
They are willing to pay for different aspects of the offer

Value Propositions
the bundle of products and services that create value
for a specific Customer Segment

Newness
Performance
Price
Design
Brand
Customization

Channels
how a company communicates with and reaches its
Customer Segments to deliver a Value Proposition

Customer Relationships
the types of relationships a company establishes with
specific Customer Segments

Personal assistance
Self Service
Automated Service
Communities
Co-creation

Revenue Streams
the cash a company generates from each Customer
Segment
(costs must be subtracted from revenues to create
earnings)
Transaction revenues resulting from one-time customer
payments
Recurring revenues resulting from ongoing payments to
either deliver a Value Proposition to customers or provide
post-purchase customer support

Key Resources
the most important assets required to make a
business model work

Physical
Intellectual
Human
Financial

Key Activities
the most important things a company must do to
make its business model work
Production
Problem solving
Platform/network

Key Partnerships
the network of suppliers and partners that make the
business model work

Strategic alliances between non-competitors

Coopetition: strategic partnerships between competitors
Joint ventures to develop new businesses
Buyer-supplier relationships to assure reliable supplies

Cost Structure
all costs incurred to operate a business model.

Example: Blitz Cinema

Distribusi dan
penjadwalan film
Moxienotion
(distributor film)

Pencinta
film
-semua
umur
-perempuan
dan lakilaki

Penjualan tiket,
makanan, minuman

Bank

Pemasok makanan
dan minuman

Studio
Film
Karyawan

Lisensi
film
Sewa
tempat

Perawatan
gedung dan
fasilitas

Biaya
tenaga
kerja

How to grow and scale up

Problems:
Design
Market
Control

Value and Customer

Who is the customer?
Is our offering relevant to
this customer?
What are the unique
benefits?

Customer
selection
Value
proposition

Customer Profile and Value Proposition

Customer Profile

International Seminar: SME: The Role of Innovation

The Role of Innovation in Enhancing SMESs Competutuve Advantages towards
AEC 2015

12 February 2015

Example:
Movie seekers
nyaman
serasa di dalam
dunia film
review dari
teman

tidak
ketinggalan
info film

mendapatkan hiburan
Santai

belum keluar
uang untuk
hobi
buang waktu
melelahkan
mata

pilihan
terbatas

sosialisasi
mahal

antrian
panjang

Sejenak keluar dari

dunia nyata

Value Proposition

Example:
Cinema

Layar lebar
Semi-privat

nyaman

Film layar lebar

kualitas suara yang bagus

Pembelian
tiket online
Sofa bed di studio

Variasi jadwal
film

The Value Proposition Canvas

FI
T

Business plan

Purpose of business plan

Growing business
Working capital growth
Additional machines or infrastructures

New business
Working capital investment

Business plan template

Cover
Contents
Summary
Main
Conclusions

Contents
1. General Information of Business

Explanation about product or service

Market characteristics and Market Segments
Growing trend
Price

Visi and Business owner

Business strategy

2. Marketing plan
Product strategy
Selling and promotion
strategy
Distribution/place
strategy
Price strategy
Marketing mix (4P or 7 P)

3. Operational, Production and Technology

Product
Location
Manufacturing processes, procedures
Machines and infrastructures
Transport
Material
Workforce

4. Organization & Management

Name of business, logo

History
Type of business
Owner, director and manager
Organization structure
Office equipment

5. Financial

Purpose of analysis
Basic assumption
Investment plan
Profit loss projection
Cash flow
Balance sheet

Example business plan

Business unit & ethics

Type of business

Perusahaan Perseorangan (Usaha Dagang / UD)

Commanditaire Vennootschap (Persekutuan
Komanditer/CV)
Perusahaan Terbatas/PT

Perusahaan Perseorangan (UD)

Belum merupakan suatu Badan Hukum
Seluruh modal, keuntungan dan kerugian ditanggung
sendiri oleh seorang pengusaha, bisa melibatkan harta
pribadi.
Dapat memiliki beberapa karyawan, namun hanya
menerima gaji.
Relatif mudah didirikan dan juga dibubarkan
Tidak ada pajak, yang ada adalah pungutan dan retribusi
Jangka waktu badan usaha tidak terbatas atau seumur
hidup
Sewaktu-waktu dapat dipindah tangankan
Compiled from some sources:
http://www.surabayapagi.com/index.php?3b1ca0a43b79bdfd9f9305b8129829628c1c9f5d92aaa0109290b973c26be828;
http://badanusaha.com/badan-usaha-perseorangan;
http://izinusaha.co.id/index.php?option=com_content&view=article&id=49&Itemid=54

Persekutuan Komanditer (CV)

Tidak berbadan hukum
Didirikan dan dimiliki oleh dua orang atau lebih untuk
mencapai tujuan bersama
Tingkat keterlibatan yang berbeda-beda di antara
anggotanya:
Satu pihak mengelola usaha secara aktif yang melibatkan
harta pribadi (sekutu aktif)
Pihak lainnya hanya menyertakan modal saja (sekutu pasif)
(Source: http://badanusaha.com/cv-persekutuan-komanditer)

Persekutuan Komanditer (CV)

Ciri dan sifat CV:
sulit untuk menarik modal yang telah disetor
modal besar karena didirikan banyak pihak
mudah mendapatkan kridit pinjaman
ada anggota aktif yang memiliki tanggung jawab tidak
terbatas dan ada yang pasif tinggal menunggu
keuntungan
relatif mudah untuk didirikan
kelangsungan hidup perusahaan cv tidak menentu
(Source: http://badanusaha.com/cv-persekutuan-komanditer)

Perseroan Terbatas (PT)

Memiliki badan hukum resmi
Dimiliki oleh minimal dua orang dengan tanggung
jawab yang hanya berlaku pada perusahaan tanpa
melibatkan harta pribadi atau perseorangan
Modalnya terdiri dari saham-saham yang dapat
diperjualbelikan (Pemegang Saham hanya
bertanggung jawab sebatas saham yang dimilikinya)
Memiliki ketentuan minimal modal dasar, minimum
modal dasar PT yaitu Rp50.000.000 (lima puluh juta
rupiah) (UU 40/2007). Besarnya modal perseroan
tercantum dalam anggaran dasar.

Perseroan Terbatas (PT)

Minimal 25% dari modal dasar telah disetorkan ke dalam PT
Apabila utang perusahaan melebihi kekayaan perusahaan,
maka kelebihan utang tersebut tidak menjadi tanggung
jawab para pemegang saham.
Apabila perusahaan mendapat keuntungan maka
keuntungan tersebut dibagikan sesuai dengan ketentuan
yang ditetapkan (pembagian keuntungan/dividen).
Perubahan kepemilikan perusahaan dapat dilakukan tanpa
perlu membubarkan perusahaan.

Perseroan Terbatas (PT)

Ciri dan sifat:
kewajiban terbatas pada modal tanpa melibatkan harta pribadi
modal dan ukuran perusahaan besar
kelangsungan hidup perusahaan pt ada di tangan pemilik saham
dapat dipimpin oleh orang yang tidak memiliki bagian saham
kepemilikan mudah berpindah tangan
mudah mencari tenaga kerja untuk karyawan / pegawai
keuntungan dibagikan kepada pemilik modal / saham dalam bentuk
dividen
kekuatan dewan direksi lebih besar daripada kekuatan pemegang saham
sulit untuk membubarkan PT
pajak berganda pada pajak penghasilan / PPh dan pajak deviden
Compiled from some sources:
http://badanusaha.com/perseroan-terbatas-pt
http://www.hukumonline.com/klinik/detail/lt4f51947253585/jenis-jenis-badan-usaha-dan-karakteristiknya
http://www.izinusaha.co.id/index.php?option=com_content&view=article&id=46&Itemid=54

Pengurusan Ijin
Usaha Dagang (Perusahaan Perseorangan):
Dokumen yang diurus:
1. Domisili Usaha.
2. NPWP (Nomor Pokok Wajib Pajak)
3. SIUP (Surat Izin Usaha Perdagangan)
4. TDP (Tanda Daftar Perusahaan)
Persyaratan:
1. Foto copy KTP.
2. Foto copy Kartu Keluarga Penanggung Jawab.
3. Foto copy PBB/Surat Sewa-Menyewa.
4. Pas Foto 3X4 = 4 lembar (warna).
5. Surat Pengantar Rt dan RW.

Pengurusan Ijin
Persekutuan Komanditer (CV)
Dokumen yang diurus:
Akta Notaris
Surat Keterangan Domisili Perusahaan
NPWP (Nomor Pokok Wajib Pajak)
Legalisir Pengadilan
SIUP (Surat Izin Usaha Perdagangan)
TDP (Tanda Daftar Perusahaan)

Pengurusan Ijin
Persekutuan Komanditer (CV)
Persyaratannya :
Foto copy KTP para pendiri, minimal 2 orang
Foto copy KK penanggung jawab / Direktur
Foto copy PBB terakhir tempat usaha/kantor, apabila milik
sendiri, foto copy Surat Kontrak, apabila status kantor kontrak
Surat Keterangan Domisili
Pas photo penanggungjawab/Direktur ukuran 3x4 = 2 lembar
berwarna.

Pengurusan Ijin
Perseroan Terbatas (PT)
Dokumen yang diurus:
Akta Notaris/Pendirian Perusahaan
Surat Keterangan Domisili Perusahaan
NPWP (Nomor Pokok Wajib Pajak)
SK Kehakiman
SIUP (Surat Izin Usaha Perdagangan)
TDP (Tanda Daftar Perusahaan)
Berita Negara

Pengurusan Ijin
Persyaratan PT:
Foto copy KTP para pendiri, minimal 2 orang
Foto copy KK dan NPWP Pribadi penanggung jawab / Direktur
Foto copy PBB terakhir tempat usaha/kantor, apabila milik
sendiri, foto copy Surat Kontrak, apabila status kantor
kontrak/Sewa
Surat Keterangan Domisili
Pas photo penanggung jawab/ Direktur ukuran 3X4 = 4 lbr
berwarna
Surat Pengantar RT/RW untuk pengurusan izin domisili

Pengurusan SIUP
Lihat:
http://www.doingbusiness.org/data/exploreeconomies/indonesia/
starting-a-business/
3 kategori SIUP :
SIUP kecil diberikan untuk usaha yang memiliki modal disetor
dan kekayaan bersih seluruhnya sampai dengan Rp
200.000.000,00 ( di luar tanah dan bangunan tempat usaha )
SIUP menengah diberikan untuk usaha dengan modal disetor
dan kekayaan bersih seluruhnya antara Rp 200.000.000,00
sampai dengan Rp 500.000.000,00 ( di luar tanah dan
bangunan tempat usaha )
SIUP besar diberikan untuk usaha dengan modal disetor dan
kekayaan bersih lebih dari Rp 500.000.000,00 ( di luar tanah
dan bangunan )

Jenis Hak Kekayaan Intelektual / Industri

Paten
Merek (Merk Dagang)
Hak Cipta
Desain Industri

Pengurusan:
DJHKI (Direktorat Jenderal Hak Kekayaan Intelektual)

Paten
Paten adalah hak eksklusif yang diberikan oleh negara
kepada inventor atas hasil invensinya di bidang
teknologi, yang untuk selama waktu tertentu
melaksanakan sendiri invensinya tersebut kepada
pihak lain untuk melaksanakannya.

Merek dan Merek Dagang

Merek : "tanda yang berupa gambar, nama, kata,
huruf-huruf, angka-angka, susunan warna atau
kombinasi dari unsur-unsur tersebut yang memiliki
daya pembeda dan digunakan dalam kegiatan
perdagangan barang dan jasa.
Merek dagang: merek yang digunakan pada barang
yang diperdagangkan oleh seseorang atau beberapa
orang secara bersama-sama atau badan hukum untuk
membedakan dengan barang-barang sejenis lainnya.

Hak Cipta
Hak cipta adalah hak eksklusif bagi pencipta atau
penerima hak untuk mengumumkan atau
memperbanyak ciptaannya atau memberi izin untuk
itu dengan tidak mengurangi pembatasanpembatasan menurut peraturan perundang-undangan
yang berlaku.

Desain Industri
Desain Industri adalah suatu kreasi tentang bentuk,
konfigurasi, atau komposisi garis atau warna, atau
garis dan warna, atau gabungan daripadanya yang
berbentuk tiga dimensi atau dua dimensi yang
memberikan kesan estetis dan dapat diwujudkan
dalam pola tiga dimensi atau dua dimensi serta dapat
dipakai untuk menghasilkan suatu produk, barang,
komoditas industri, atau kerajinan tangan.

Business Ethics

Business Ethics
The UN Global Compact asks companies to embrace,
support and enact, within their sphere of influence, a
set of core values in the areas of :

Human Rights
Labour
Environment
Anti-Corruption

Source:
http://www.unglobalcompact.org/AboutTheGC/TheTenPrinciples/index.html

The UN Global Compact principles [1]

1.
2.
3.
4.
5.

Businesses should support and respect the protection of

internationally proclaimed human rights; and
make sure that they are not complicit in human rights abuses.
Businesses should uphold the freedom of association and the
effective recognition of the right to collective bargaining;
the elimination of all forms of forced and compulsory labour;
the effective abolition of child labour;

The UN Global Compact principles [2]

6. The elimination of discrimination in respect of employment and
occupation.
7. Businesses should support a precautionary approach to
environmental challenges;
8. undertake initiatives to promote greater environmental
responsibility; and
9. encourage the development and diffusion of environmentally
friendly technologies.
10. Businesses should work against corruption in all its forms,
including extortion and bribery.