Analisis Uji Kelayakan Usaha Toko Bunga Segar Berbasis Daring: “Rangkai Flower Studio”

According to a book titled “Profil Pusat Promosi dan Pemasaran Hortikultura” written by UPT Pusat Promosi dan Pemasaran Hortikultura in 2014, there was a significant increase in the number of fresh cut flowers consumption that equals approximately 8% per year. This number also matches the increase of new local flower shops in Jakarta and its surroundings. These new entrants made a new trend of selling their products on Instagram social media. Per January 2017, the social media user in Indonesia has increased about 34%, surpassing the global number which increased only about 21% (Kemp, 2017). Rangkai Flower Studio is a business in creative industry that offers both product and service of fresh cut flower arrangements which uses local flowers and aims to deliver values of uniqueness, trendiness, and affordability. We claim our products unique because we provide flower arrangements that made from one-of-a-kind flower types, such as rosella, cellosia, wheat, anthurium, eucalyptus, asparagus and mini pineapple. We also offer different kinds of flower arrangements on unique medium, for instance, Memori Fleur Cake (on cake), Impresi Fleur Board (on wood board), and Kreasi Fleur Bouquet (hand bouquet). Our target market is people in SES B category, with age ranging from 18 to 35 years old who live in Jakarta and Tangerang area. The price that we offer can be categorized as affordable price, which starts from IDR 50,000 to IDR 1,250,000. We have 3 (three) kinds of products: Kreasi Fleur Bouquet, Impresi Fleur Board, and Memori Fleur Cake & Naked Cake. We mainly use social media to sell and promote our products. With an initial investment of IDR 10,000,000, Rangkai Flower Studio has projected its Return on Equity about 721.05% in our first operational year. We have generated IDR 52,569,250 amount of sales until July 2017. We expect our payback period in 6 months and 10 days.