The Golden Village

In line with promising economic growth, opportunity in industry of property has shown significant development in Indonesia from year to year. Demand to invest in this property business has grown since 1980’s, obviously shown by development of real estate in big cities in Indonesia. This positive development also gives good impact in life quality and health service improvement. These days there is a change in behavior of urban community in term of planning their retirement period. They do not feel reluctant to make retirement plan and discus about preparation for their eternal life (death). This makes opportunity for seniority service management growing, such as elderly housing, exclusive retirement home, and product and service related to deceased of elderly, for example funeral/ memorial park. Current business of property appears to respond demand of elderly needs by offering product with seniority living concept or senior-friendly housing. Unfortunately, the existing offered product could not fully answer essential needs of elderly, as they need special community and activities for self-actualization and legacy. PT Tapak Nirwana Community Service Management is established to grab this opportunity by presenting community service management for Elderly to fulfill their needs in personal, social, mental and spiritual aspect. Product and serviced offered is Golden Village Serpong (GVS). GVS is located in BSD (Bumi Serpong Damai) area, South Tangerang. It is high class seniority living which has premium quality in term physical building, living facility, health service, and other services. Refer to scope of competition GVS is categorized as narrow (niche market) and as differentiation when we refer to competitive advantage. Therefore, generic strategy of Company is differentiation focus. GVS decided to choose value network model as its competitive advantage strategy, which Company value is attained by transformation program process to premium service and deliver it to customer via series of sequential and overlapping service program The difference between GVS and other product is the existing product/service only providing physic building and seniority facility. Meanwhile, GVS offers added value in community management and fulfills elderly needs in personal, such as Creative Program, Talent Management, and Biography Publishing for selected community member. Those programs are provided in order to completing elderly essential needs, hence they are able to enjoy retirement period happier and more meaningful. Initial investment to set up Company is Rp 105 billion and the fund will be used to build physical living and its facilities amounting to Rp 80 billion. To cover 2 years pre-operation preparation and 6 months initial operational expenditure, fund to be used will be Rp 25 billion. Refer to financial analysis, GVS business plan will offer positive NPV (Net Present Value) and Payback period in 7,2 years. In addition, this business plan will give IRR = 27% against WACC = 13%. The conclusion is this is a promising and profitable business that will add wealth to investor and improve welfare to community. For business expansion, Company will consider to establish and run the similar business in potential locations. For example, Golden Village Lembang, Golden Village Surabaya, Golden Village Bali, Golden Village Anyer, etc. GVS plans to do business expansion for special needs service (cardiac community, stroke community) in long term when seniority living business runs well and optimally developed as expected.