Captain Hook

Seafood is a rich source of food for health benefits. From the many benefits and advantages, it turns out that seafood requires considerable time and hassle to be processed and presented. In contrast, most fast food is still made from raw chicken and beef, fast food with seafood as the main base is still quite difficult to be found, even though research shows that Indonesian public expenditures for seafood is greater than the other groceries. Captain Hook (CH) present as a quick service restaurant made of fresh seafood that offer practicality and high quality dishes. Speed and practicality offered by CH address the needs of urban consumers that has big concerned about the time. The Seafood Will be processed by a deep fried process, so that it becomes a simple dish favored by all people ranging from children to adults. The presence of CH is easily accessible to urban society through the outlets located in Tangerang and Jakarta in particular urban consumer. The Increase in urban population growth rate raises a fast-paced lifestyle and simplicity. Time constraints become obstacles faced by urban society. It is not a surprise that fast food become rapidly-growing in big cities. But of the many types of fast food , seafood has not been an option. This issues has become a background for the existance of Captain Hook for establishing a business in response to the various issues that arise. Strategies used by CH to compete for potential market is the superior strategy or better known as Differentiation Strategy. Planning strategies derived by analysis of the SWOT matrix is used to determine the internal and external conditions to formulate an excellence that distinguish CH from other competitors in the market. Superior excellence is not just relegated to the product, but also the main processes and services to gain customer satisfaction. In the marketing division, CH has done a soft launch with the following businees week & comvee bazar at Pelita Harapan University in March 2013 for four days and a grand launching at a NKRI Harga Mati for five days in April 2013. At the launching stage, marketing activities includes: ‘on- time guarantee’ program, sharing product samples and brochures, seafood healthy fact, and discount programs through 'sosmed addict'. The year after, marketing has a focus to increase the market penetration of product awareness and brand image. In operational strategy, the main activities undertaken by operations division are relating activity to the value addition activities and standard setting. CH ensure that the resulting products and services always meet the quality standards which has summarized in the CH SOP (Standard Operating Procedure). The main emphasis done by CH operation division is speed, accuracy and quality of production and products. In the long-term plan (five years), operation plan will continues the focus on improving the process of SIPOC (Supply - Input - Process - Output - Customer) and a decrease in costs that have been started by a short -term strategy to establish operating standards and good work in the first year. In the near future, employment strategies will focus on recruiting and training staff who are operating in the bazaar and canteen. CH prepare every employee to be able to work in accordance with the cultural values 'i-Dare' and corporate mission and vision. In the long run, they can replace the current CH managerial positions which still held by the founders. CH provides the form of base salary compensation system and employee commissions which adjusted by the number of sales each month. This is done as an incentive for employees to improve their performance. Employee performance will be assessed based KPI (Key Performance Indicator) of bonuses and allowances to provide proper reward. In financial strategy, CH targeting total net income in the first year of Rp 75,879,346.24 with a return of 13.82% and a return on investment analysis within 4 months of operations running. In the fifth year estimate CH has a positive NPV of Rp 332,700,191.93. This figure shows the ability of CH to provide added value to our shareholders through net cash flow results of business operations. When calculated, the CH values for each shareholder of Rp 1.848.334.40 per month for five years and the IRR 113% can be concluded that a good business is run.