Analisis Bisnis Smoothie Bowl berbasis Buah yang Disajikan dengan Topping (Fresh Fruit Factory)

In the wake of increasingly busy and highly mobile routines, society faces a difficult challenge in maintaining a healthy lifestyle. Regular exercise and the balanced diet consisting of nutritious foods such as fruits and vegetables are an integral part of a healthy lifestyle. However, a research conducted by The Indonesian Ministry of Health in 2007 showed that 93.6% of Indonesia's population are not consuming enough fruits and vegetables. Based on this fact, Fresh Fruit Factory want to increase awareness in society about healthy lifestyle that can be achieved with the consumption of highly nutritious food, especially fresh fruits, on a regular basis. Fresh Fruit Factory produces smoothie bowl, which consist of smoothies made from yogurt and fruit, and complemented with toppings such as pieces of fruit, nuts, seeds, cereals, and granola. Because the texture is much denser than regular smoothies, smoothie bowl contains high amount of nutrients and fibre. Smoothie bowls are commonly made at home or sold for dine-in consumption. To adapt with the highly mobile lifestyles, Fresh Fruit Factory packaged the smoothie bowl in a food grade paper packaging to maintain its quality and also to make it easier for consumers to consume the product on the go. Our smoothie bowl is all naturals, freshly prepared without preservatives, food coloring, and sweeteners. The consumers segment of Fresh Fruit Factory are individuals aged 15 to 35 years old, men and women with high mobility (especially professionals and students) who want to take care of their diet, especially those who work out regularly. The social economic strata of the target market is the emerging upper and the upper middle class of Indonesia To reach the targeted consumers, Fresh Fruit Factory chose to participate in exhibition and event as its sales channel. In addition, Fresh Fruit Factory regularly held pre-order events as well, aiming to reach customers with professionals background who work in the business district of Central Jakarta. The main communication channel used by Fresh Fruit Factory are social medias such as Instagram and LINE@. Fresh Fruit Factory started the business with a grand launching held at the first ever exhibition of food and beverages business in a student softball tournament. The grand launching were done on May 21, 2016, in the sport complex at Senayan, Central Jakarta. During the operational activities that span more than four months, from May to August 2016, Fresh Fruit Factory has participated in events with growing scales, ranging from community-only event (softball tournament), district level (pre-order at the Sudirman Central Business District), campus level (Creatifest in Kuningan City Shopping Mall), up to the a nationwide event (HYPE Market in Pantai Indah Kapuk, North Jakarta). Throughout the various events, Fresh Fruit Factory has been getting very good responses from the event organizers and consumers alike. Considering all the good responses and the clearly growing business throughout those four months, it is concluded that the business of Fresh Fruit Factory is eligible to be maintained and developed.