Media Sosial Berbasis Komunitas Kolektor

Nowadays, more and more people have hobby of collecting items. Those collectable items are increasing diversely. Previously, many people collect coins, stamps, comics etc., now the collectible items vary to more categories such toys, cars replica, and others. Based on facebook user data, the number of those who have passion for collectible items and live in major cities around the world is about 14 million people. Many of those collectors create communities, with some activities such as mutually showing, exchanging, buying, selling, and even auctioning their collections. These activities are conducted either online or offline. For online activities, most of them utilize the existing social media such as facebook, ebay, twitter, kaskus, tokobagus, and others. Yet there are limited social media which created specifically to meet the needs of collectors, especially in organizing the collections, as well as sharing and exchanging, trading or buying and selling in those social media. On the other hand, the average growth in advertising spending through online media in Indonesia from 2007 to 2011 is quite high at 27.39%, this number exceeded advertising spending through other medias that only about 10% - 16%. Similarly, the average growth in online advertising spending in the world is at 20.44% which far exceeds total world advertising expenditure growth of 1.82%. In order to answer the unfulfilled needs of collectors and to grasp business opportunities from the online advertising market, PT Indo Minthunter provides a “social media for collectors” which provides features for organizing, sharing, transacting, and trading collectible items between collectors. On the other side, of PT Indo Minthunter also offers advertising products with the specific target audience, collectors that use the social media. By looking at the large market potential, management believes that this niche market has potential growth and will create profit for the future of the company. The company targets to reach 3 million members in the 5th year of operations and also to gain growing revenue at least 20% per year starting from the second year of operation. Generally, the concept of this social media combines social media features (such as comment, share, like, friends) with collection management features (such as my collection, add collection, wishlist) and marketplace features (such as buy, bid, add to cart and more). Advertising products offered also vary into two types; namely short tail (for advertiser from companies) and long tail (for individual to Small and Medium Enterprises advertisers). Supported by competent and creative human resources, as well as the implementation of Supply Chain Management, Quality Management, Technology Management, and Project Management, the company believes to provide qualified and reliable social media for collectors. The business model of social media for collectors has two revenue streams consists of the sales of advertising products and revenue from premium user registration. The company will implement a differentiation strategy, which focuses on the completeness of collection management features, market place, website availability, and speed of access (web load time). This business plan requires an initial investment of IDR 6.85 billion. To fund the initial investment, the company requires initial capital injection from investors who were divided into two stages: IDR 1.05 billion in 2012 and IDR 5.8 billion in 2013. The company believes to be able to deliver returns (IRR) of 71.70% to its shareholders and Discounted Payback Period for 2.84 years. Besides that, a positive NPV of IDR 9.948 billion shows that the business is viable to run and provide a favorable return on investment.