Handout - Technopreneurship AFTER MID EXAM

TECHNOPRENEURSHIP(Product Design and Technopreneurship)

Catharina B Nawangpalupi

• 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

Session

• 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.

Reference

Introduction

• What makes me a good entrepreneur?

– Opportunities?– Capabilities and skills?– Passion, interest, commitment?

Reflection (movie)

Entrepreneurs

• 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

What is entrepreneurship

are people who identify and pursue solutions among problems, possibilities among needs, and opportunities among challenges

Entrepreneurs

"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

Nine categories of identification:1. Increasing the value of a product or service2. New applications of existing means or technologies3. Creating mass markets4. Increasing reach5. Managing the supply chain6. Convergence of industries7. Process innovation8. Increasing the scale of the firm

Opportunities identification

Business Model and Strategy

• 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

Vision

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

Mission statement

Solutions for a small planet

“We strive to lead in the invention, development and manufacture of the industry's most advancedinformation 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)

Example of visions

Inspire the World, Create the Future

“to inspire its communities by leveraging three key strengths: New Technology, Innovative Products and Creative Solutionsand to promote new value for firm’s core networks Industry, Partners, and Employees”

(Samsung Electronics)

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. It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes faster. Always full of humanity.

Starbucks Store

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

Five values:1. Product2. Price3. Access4. Service5. Experience

Value proposition

Primary values

Product Price Access Service Experience

Product Wal Mart Amazon.com Honda Harley DavidsonDisney World

Price Target Holiday Inn Borders Ocean ParkSix Flags

Access GoogleToyota

Priceline Dell Computer

Starbucks

Service Home Depot SouthwestAirlines

McDonald’s Hilton Hotels

Experience Mercedes Virgin Atlantic AT&T Nordstrom

Values for leading firms

Use Google and find information about Indonesian leading firmsMap them in the following matrix

Exercise

Primary values

Product Price Access Service Experience

Product

Price

Access

Service

Experience

Business Model - elementsCustomer 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?

Lion Air Garuda Indonesia

Customerselection

Travelers who need to fly anywhere in Indonesia

Traveler who needs comfort when flying

Value proposition PriceAccess

ExperienceService

Differentiationand control

For everyone(we make people fly)

Garuda Indonesia Experience : hospitality and honesty using 5 senses(sight, sound, scent, taste, dan touch) (the world’s best cabin staff by SkyTrax)

Scope of product and activities

Budget airlinesNo meals

Caring and friendly service Easy reservation and check in

Organizational design

Lower costCost efficiency

Hospitality

Value capture for profit

Travel packageVarious routes

Executive lounge, membership

Value for talent Friendliness and leading by giving a model

High levels of competitivenessHuman capital development program

• Strategy is a response to opportunity

Competitive strategy

ProfitabilityWhy are we pursuing this objective?-Vision-Mission

Where will we be active?-Customer-Market

How will we achieveour objective?-Innovation-Acquisitions

When will we act and at what speed?-Timing-Execution

What will differentiate our product?-Positioning-Competitor response

With whom will we compete and cooperate?-Competition-Alliance

• Excercise

Business simulation

Business Model Generation

9 building blocks

• 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

Customer Segments

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

– Newness– Performance– Price– Design– Brand– Customization

Value Propositions

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

Channels

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

– Personal assistance– Self Service– Automated Service– Communities– Co-creation

Customer Relationships

• 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

Revenue Streams

• the most important assets required to make a business model work

– Physical– Intellectual– Human– Financial

Key Resources

• the most important things a company must do to make its business model work

– Production– Problem solving– Platform/network

Key Activities

• 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

Key Partnerships

• all costs incurred to operate a business model.

Cost Structure

Example: Blitz Cinema

Pencinta film-semua umur-perempuan dan laki-laki

Moxienotion (distributor film)

Bank

Pemasok makanan dan minuman

Distribusi dan penjadwalan film

Penjualan tiket, makanan, minuman

Studio

Film

Karyawan

Sewa tempat

Lisensi film

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?

Customerselection

What are the unique benefits?

Value proposition

Customer Profile and Value Proposition

Customer Profile

12 February 2015

International Seminar: SME: The Role of InnovationThe Role of Innovation in Enhancing SMES’s Competutuve Advantages towards

AEC 2015

Example: Movie seekers

nyamanserasa di dalam dunia film

tidak ketinggalan info film

review dari teman

belum keluar uang untuk hobi

mendapatkan hiburan

Santai Sejenak keluar dari dunia nyata

sosialisasi

buang waktu

melelahkan mata

pilihan terbatas

antrian panjang

mahal

Value Proposition

Example: Cinema

nyamanSemi-privat

Layar lebar

Pembelian tiket online

Film layar lebar

Sofa bed di studio

kualitas suara yang bagus

Variasi jadwal film

The Value Proposition Canvas

FIT

Business plan

Purpose of business plan

• Growing business– Working capital growth– Additional machines or infrastructures

• New business– Working capital investment

• Cover• Contents• Summary•Main• Conclusions

Business plan template

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

• Perusahaan Perseorangan (Usaha Dagang / UD)• Commanditaire Vennootschap (Persekutuan

Komanditer/CV)• Perusahaan Terbatas/PT

Type of business

• 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

Perusahaan Perseorangan (UD)

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

• 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)


• 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.


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-karakteristiknyahttp://www.izinusaha.co.id/index.php?option=com_content&view=article&id=46&Itemid=54

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


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


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


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 Ijin

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 )

Pengurusan SIUP

http://www.doingbusiness.org/data/exploreeconomies/indonesia/starting-a-business/



• Paten• Merek (Merk Dagang)• Hak Cipta• Desain Industri

Pengurusan:DJHKI (Direktorat Jenderal Hak Kekayaan Intelektual)

Jenis Hak Kekayaan Intelektual / Industri

• 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.

Paten

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.

Merek dan Merek Dagang

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

Hak Cipta

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.

Desain Industri

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

Business Ethics

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

1. Businesses should support and respect the protection of internationally proclaimed human rights; and

2. make sure that they are not complicit in human rights abuses.3. Businesses should uphold the freedom of association and the

effective recognition of the right to collective bargaining;4. the elimination of all forms of forced and compulsory labour;5. the effective abolition of child labour;

The UN Global Compact principles [1]

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.

The UN Global Compact principles [2]

Handout - Technopreneurship AFTER MID EXAM

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