handout - technopreneurship after mid exam
DESCRIPTION
Technopreneurship Module UIITRANSCRIPT
TECHNOPRENEURSHIP(Product Design and Technopreneurship)
Catharina B Nawangpalupi
• Saturday, 4 July 2015– 07.30 – 08.30: What is entrepreneurship– 08.30 – 10.30: Business model and strategy – 10.30 – 12.30: Business model generation– 13.00 – 15.00: Simulation – marketing and technical problems– 15.00 – 16.00: Evaluation
• Sunday, 5 July 2015– 07.30 – 9.00: Business plan – 9.00 – 11.00: Business unit & ethics and simulation– 11.00 – 11.15: Evaluation
Session
• Byers, Thomas H., Dorf, Richard C. and Nelson Andrew J. (2010) Technology Ventures: From Idea to Enterprise, Third edition, McGraw-Hill Higher Education (Chapter 1 – 4)
• Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and challengers. John Wiley & Sons.
Reference
Introduction
• What makes me a good entrepreneur?
– Opportunities?– Capabilities and skills?– Passion, interest, commitment?
Reflection (movie)
Entrepreneurs
• Entrepreneurship is more than the creation of a business and the wealth associated with it.
• It is focused on the creation of a new enterprise that : serves society and makes a positive change: create great and reputable firms that exhibit
performance, leadership, and longevity
What is entrepreneurship
are people who identify and pursue solutions among problems, possibilities among needs, and opportunities among challenges
Entrepreneurs
"A pessimist is one who makes difficulties of his opportunities and an optimist is one who makes opportunities of his difficulties"
(Harry Truman)
Decision criteria for being an entrepreneur
Nine categories of identification:1. Increasing the value of a product or service2. New applications of existing means or technologies3. Creating mass markets4. Increasing reach5. Managing the supply chain6. Convergence of industries7. Process innovation8. Increasing the scale of the firm
Opportunities identification
Business Model and Strategy
• An informed and forward-looking statement of purpose that defines the long-term destiny of the firm.
Element of a vision:• Clarity: easily understood and focused• Consistency• Uniqueness• Purposeful
Vision
Elements:• Core values• Customers and/or stakeholders• Products• Competitive advantages• Values provided to customer•Market or industry
Mission statement
Solutions for a small planet
“We strive to lead in the invention, development and manufacture of the industry's most advancedinformation technologies, including computer systems, software, storage systems and microelectronics.We translate these advanced technologies into value for our customers through our professional solutions,services and consulting businesses worldwide. ”
(IBM)
Example of visions
Inspire the World, Create the Future
“to inspire its communities by leveraging three key strengths: New Technology, Innovative Products and Creative Solutionsand to promote new value for firm’s core networks Industry, Partners, and Employees”
(Samsung Electronics)
When our customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place where you can meet with friends. It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes faster. Always full of humanity.
Starbucks Store
• Value is the worth, importance or usefulness to the customer.
Five values:1. Product2. Price3. Access4. Service5. Experience
Value proposition
Primary values
Product Price Access Service Experience
Product Wal Mart Amazon.com Honda Harley DavidsonDisney World
Price Target Holiday Inn Borders Ocean ParkSix Flags
Access GoogleToyota
Priceline Dell Computer
Starbucks
Service Home Depot SouthwestAirlines
McDonald’s Hilton Hotels
Experience Mercedes Virgin Atlantic AT&T Nordstrom
Values for leading firms
Use Google and find information about Indonesian leading firmsMap them in the following matrix
Exercise
Primary values
Product Price Access Service Experience
Product
Price
Access
Service
Experience
Business Model - elementsCustomer selection Who is the customer?
Is our offering relevant to this customer?
Value proposition What are the unique benefits?
Differentiation and control How do we protect our cash flow and relationship?Do we have a sustainable competitive advantage?
Scope of product and activities What is the scope of our product activities?What activities do we do?
Organizational design What is the organizational architecture of the firm?
Value capture for profit How does the firm protect the profitability?
Value for talent Why will good people choose to work here?How will we leverage their talent?
Lion Air Garuda Indonesia
Customerselection
Travelers who need to fly anywhere in Indonesia
Traveler who needs comfort when flying
Value proposition PriceAccess
ExperienceService
Differentiationand control
For everyone(we make people fly)
Garuda Indonesia Experience : hospitality and honesty using 5 senses(sight, sound, scent, taste, dan touch) (the world’s best cabin staff by SkyTrax)
Scope of product and activities
Budget airlinesNo meals
Caring and friendly service Easy reservation and check in
Organizational design
Lower costCost efficiency
Hospitality
Value capture for profit
Travel packageVarious routes
Executive lounge, membership
Value for talent Friendliness and leading by giving a model
High levels of competitivenessHuman capital development program
• Strategy is a response to opportunity
Competitive strategy
ProfitabilityWhy are we pursuing this objective?-Vision-Mission
Where will we be active?-Customer-Market
How will we achieveour objective?-Innovation-Acquisitions
When will we act and at what speed?-Timing-Execution
What will differentiate our product?-Positioning-Competitor response
With whom will we compete and cooperate?-Competition-Alliance
• Excercise
Business simulation
Business Model Generation
9 building blocks
9 building blocks
• the different groups of people or organizations an enterprise aims to reach and serve
Different segments if• Their needs require and justify a distinct offer• They are reached through different Distribution Channels• They require dfferent types of relationships• They have substantially different profitabilities• They are willing to pay for different aspects of the offer
Customer Segments
• the bundle of products and services that create value for a specific Customer Segment
– Newness– Performance– Price– Design– Brand– Customization
Value Propositions
• how a company communicates with and reaches its Customer Segments to deliver a Value Proposition
Channels
• the types of relationships a company establishes with specific Customer Segments
– Personal assistance– Self Service– Automated Service– Communities– Co-creation
Customer Relationships
• the cash a company generates from each Customer Segment (costs must be subtracted from revenues to create earnings)
– Transaction revenues resulting from one-time customer payments
– Recurring revenues resulting from ongoing payments to either deliver a Value Proposition to customers or provide post-purchase customer support
Revenue Streams
• the most important assets required to make a business model work
– Physical– Intellectual– Human– Financial
Key Resources
• the most important things a company must do to make its business model work
– Production– Problem solving– Platform/network
Key Activities
• the network of suppliers and partners that make the business model work
– Strategic alliances between non-competitors– Coopetition: strategic partnerships between competitors– Joint ventures to develop new businesses– Buyer-supplier relationships to assure reliable supplies
Key Partnerships
• all costs incurred to operate a business model.
Cost Structure
Example: Blitz Cinema
Pencinta film-semua umur-perempuan dan laki-laki
Moxienotion (distributor film)
Bank
Pemasok makanan dan minuman
Distribusi dan penjadwalan film
Penjualan tiket, makanan, minuman
Studio
Film
Karyawan
Sewa tempat
Lisensi film
Perawatan gedung dan fasilitas Biaya
tenaga kerja
How to grow and scale up
Problems:• Design • Market• Control
Value and Customer
Who is the customer?Is our offering relevant to this customer?
Customerselection
What are the unique benefits?
Value proposition
Customer Profile and Value Proposition
Customer Profile
12 February 2015
International Seminar: SME: The Role of InnovationThe Role of Innovation in Enhancing SMES’s Competutuve Advantages towards
AEC 2015
Example: Movie seekers
nyamanserasa di dalam dunia film
tidak ketinggalan info film
review dari teman
belum keluar uang untuk hobi
mendapatkan hiburan
Santai Sejenak keluar dari dunia nyata
sosialisasi
buang waktu
melelahkan mata
pilihan terbatas
antrian panjang
mahal
Value Proposition
Example: Cinema
nyamanSemi-privat
Layar lebar
Pembelian tiket online
Film layar lebar
Sofa bed di studio
kualitas suara yang bagus
Variasi jadwal film
The Value Proposition Canvas
FIT
Business plan
Purpose of business plan
• Growing business– Working capital growth– Additional machines or infrastructures
• New business– Working capital investment
• Cover• Contents• Summary•Main• Conclusions
Business plan template
Contents 1. General Information of Business
• Explanation about product or service• Market characteristics and Market Segments• Growing trend• Price
• Visi and Business owner• Business strategy
2. Marketing plan
• Product strategy• Selling and promotion
strategy• Distribution/place
strategy• Price strategy
Marketing mix (4P or 7 P)
3. Operational, Production and Technology
• Product• Location• Manufacturing processes, procedures• Machines and infrastructures• Transport • Material• Workforce
4. Organization & Management
• Name of business, logo• History• Type of business• Owner, director and manager• Organization structure• Office equipment
5. Financial
• Purpose of analysis• Basic assumption• Investment plan• Profit loss projection • Cash flow• Balance sheet
Example – business plan
Business unit & ethics
• Perusahaan Perseorangan (Usaha Dagang / UD)• Commanditaire Vennootschap (Persekutuan
Komanditer/CV)• Perusahaan Terbatas/PT
Type of business
• Belum merupakan suatu Badan Hukum• Seluruh modal, keuntungan dan kerugian ditanggung
sendiri oleh seorang pengusaha, bisa melibatkan harta pribadi.
• Dapat memiliki beberapa karyawan, namun hanya menerima gaji.
• Relatif mudah didirikan dan juga dibubarkan• Tidak ada pajak, yang ada adalah pungutan dan retribusi• Jangka waktu badan usaha tidak terbatas atau seumur
hidup• Sewaktu-waktu dapat dipindah tangankan
Perusahaan Perseorangan (UD)
Compiled from some sources: http://www.surabayapagi.com/index.php?3b1ca0a43b79bdfd9f9305b8129829628c1c9f5d92aaa0109290b973c26be828; http://badanusaha.com/badan-usaha-perseorangan; http://izinusaha.co.id/index.php?option=com_content&view=article&id=49&Itemid=54
• Tidak berbadan hukum• Didirikan dan dimiliki oleh dua orang atau lebih untuk
mencapai tujuan bersama• Tingkat keterlibatan yang berbeda-beda di antara
anggotanya: – Satu pihak mengelola usaha secara aktif yang melibatkan
harta pribadi (sekutu aktif)– Pihak lainnya hanya menyertakan modal saja (sekutu pasif)
(Source: http://badanusaha.com/cv-persekutuan-komanditer)
Persekutuan Komanditer (CV)
Ciri dan sifat CV:• sulit untuk menarik modal yang telah disetor• modal besar karena didirikan banyak pihak• mudah mendapatkan kridit pinjaman• ada anggota aktif yang memiliki tanggung jawab tidak
terbatas dan ada yang pasif tinggal menunggu keuntungan
• relatif mudah untuk didirikan• kelangsungan hidup perusahaan cv tidak menentu
(Source: http://badanusaha.com/cv-persekutuan-komanditer)
Persekutuan Komanditer (CV)
• Memiliki badan hukum resmi • Dimiliki oleh minimal dua orang dengan tanggung
jawab yang hanya berlaku pada perusahaan tanpa melibatkan harta pribadi atau perseorangan
• Modalnya terdiri dari saham-saham yang dapat diperjualbelikan (Pemegang Saham hanya bertanggung jawab sebatas saham yang dimilikinya)
• Memiliki ketentuan minimal modal dasar, minimum modal dasar PT yaitu Rp50.000.000 (lima puluh juta rupiah) (UU 40/2007). Besarnya modal perseroan tercantum dalam anggaran dasar.
Perseroan Terbatas (PT)
• Minimal 25% dari modal dasar telah disetorkan ke dalam PT• Apabila utang perusahaan melebihi kekayaan perusahaan,
maka kelebihan utang tersebut tidak menjadi tanggung jawab para pemegang saham.
• Apabila perusahaan mendapat keuntungan maka keuntungan tersebut dibagikan sesuai dengan ketentuan yang ditetapkan (pembagian keuntungan/dividen).
• Perubahan kepemilikan perusahaan dapat dilakukan tanpa perlu membubarkan perusahaan.
Perseroan Terbatas (PT)
Ciri dan sifat:• kewajiban terbatas pada modal tanpa melibatkan harta pribadi• modal dan ukuran perusahaan besar• kelangsungan hidup perusahaan pt ada di tangan pemilik saham• dapat dipimpin oleh orang yang tidak memiliki bagian saham• kepemilikan mudah berpindah tangan• mudah mencari tenaga kerja untuk karyawan / pegawai• keuntungan dibagikan kepada pemilik modal / saham dalam bentuk
dividen• kekuatan dewan direksi lebih besar daripada kekuatan pemegang saham• sulit untuk membubarkan PT• pajak berganda pada pajak penghasilan / PPh dan pajak deviden
Perseroan Terbatas (PT)
Compiled from some sources: http://badanusaha.com/perseroan-terbatas-pt http://www.hukumonline.com/klinik/detail/lt4f51947253585/jenis-jenis-badan-usaha-dan-karakteristiknyahttp://www.izinusaha.co.id/index.php?option=com_content&view=article&id=46&Itemid=54
Usaha Dagang (Perusahaan Perseorangan):
Dokumen yang diurus:1. Domisili Usaha.2. NPWP (Nomor Pokok Wajib Pajak)3. SIUP (Surat Izin Usaha Perdagangan)4. TDP (Tanda Daftar Perusahaan)
Persyaratan:1. Foto copy KTP.2. Foto copy Kartu Keluarga Penanggung Jawab.3. Foto copy PBB/Surat Sewa-Menyewa.4. Pas Foto 3X4 = 4 lembar (warna).5. Surat Pengantar Rt dan RW.
Pengurusan Ijin
Persekutuan Komanditer (CV)
Dokumen yang diurus:• Akta Notaris• Surat Keterangan Domisili Perusahaan• NPWP (Nomor Pokok Wajib Pajak)• Legalisir Pengadilan• SIUP (Surat Izin Usaha Perdagangan)• TDP (Tanda Daftar Perusahaan)
Pengurusan Ijin
Persekutuan Komanditer (CV)
Persyaratannya :• Foto copy KTP para pendiri, minimal 2 orang• Foto copy KK penanggung jawab / Direktur• Foto copy PBB terakhir tempat usaha/kantor, apabila milik
sendiri, foto copy Surat Kontrak, apabila status kantor kontrak• Surat Keterangan Domisili • Pas photo penanggungjawab/Direktur ukuran 3x4 = 2 lembar
berwarna.
Pengurusan Ijin
Perseroan Terbatas (PT)
Dokumen yang diurus:• Akta Notaris/Pendirian Perusahaan• Surat Keterangan Domisili Perusahaan• NPWP (Nomor Pokok Wajib Pajak)• SK Kehakiman• SIUP (Surat Izin Usaha Perdagangan)• TDP (Tanda Daftar Perusahaan)• Berita Negara
Pengurusan Ijin
Persyaratan PT:• Foto copy KTP para pendiri, minimal 2 orang• Foto copy KK dan NPWP Pribadi penanggung jawab / Direktur• Foto copy PBB terakhir tempat usaha/kantor, apabila milik
sendiri, foto copy Surat Kontrak, apabila status kantor kontrak/Sewa
• Surat Keterangan Domisili • Pas photo penanggung jawab/ Direktur ukuran 3X4 = 4 lbr
berwarna• Surat Pengantar RT/RW untuk pengurusan izin domisili
Pengurusan Ijin
Lihat:http://www.doingbusiness.org/data/exploreeconomies/indonesia/
starting-a-business/
3 kategori SIUP :• SIUP kecil diberikan untuk usaha yang memiliki modal disetor
dan kekayaan bersih seluruhnya sampai dengan Rp 200.000.000,00 ( di luar tanah dan bangunan tempat usaha )
• SIUP menengah diberikan untuk usaha dengan modal disetor dan kekayaan bersih seluruhnya antara Rp 200.000.000,00 sampai dengan Rp 500.000.000,00 ( di luar tanah dan bangunan tempat usaha )
• SIUP besar diberikan untuk usaha dengan modal disetor dan kekayaan bersih lebih dari Rp 500.000.000,00 ( di luar tanah dan bangunan )
Pengurusan SIUP
• Paten• Merek (Merk Dagang)• Hak Cipta• Desain Industri
Pengurusan:DJHKI (Direktorat Jenderal Hak Kekayaan Intelektual)
Jenis Hak Kekayaan Intelektual / Industri
• Paten adalah hak eksklusif yang diberikan oleh negara kepada inventor atas hasil invensinya di bidang teknologi, yang untuk selama waktu tertentu melaksanakan sendiri invensinya tersebut kepada pihak lain untuk melaksanakannya.
Paten
Merek : "tanda yang berupa gambar, nama, kata, huruf-huruf, angka-angka, susunan warna atau kombinasi dari unsur-unsur tersebut yang memiliki daya pembeda dan digunakan dalam kegiatan perdagangan barang dan jasa.”
Merek dagang: merek yang digunakan pada barang yang diperdagangkan oleh seseorang atau beberapa orang secara bersama-sama atau badan hukum untuk membedakan dengan barang-barang sejenis lainnya.
Merek dan Merek Dagang
Hak cipta adalah hak eksklusif bagi pencipta atau penerima hak untuk mengumumkan atau memperbanyak ciptaannya atau memberi izin untuk itu dengan tidak mengurangi pembatasan-pembatasan menurut peraturan perundang-undangan yang berlaku.
Hak Cipta
Desain Industri adalah suatu kreasi tentang bentuk, konfigurasi, atau komposisi garis atau warna, atau garis dan warna, atau gabungan daripadanya yang berbentuk tiga dimensi atau dua dimensi yang memberikan kesan estetis dan dapat diwujudkan dalam pola tiga dimensi atau dua dimensi serta dapat dipakai untuk menghasilkan suatu produk, barang, komoditas industri, atau kerajinan tangan.
Desain Industri
Business Ethics
The UN Global Compact asks companies to embrace, support and enact, within their sphere of influence, a set of core values in the areas of :
• Human Rights• Labour• Environment• Anti-Corruption
Business Ethics
Source:http://www.unglobalcompact.org/AboutTheGC/TheTenPrinciples/index.html
1. Businesses should support and respect the protection of internationally proclaimed human rights; and
2. make sure that they are not complicit in human rights abuses.3. Businesses should uphold the freedom of association and the
effective recognition of the right to collective bargaining;4. the elimination of all forms of forced and compulsory labour;5. the effective abolition of child labour;
The UN Global Compact principles [1]
6. The elimination of discrimination in respect of employment and occupation.
7. Businesses should support a precautionary approach to environmental challenges;
8. undertake initiatives to promote greater environmental responsibility; and
9. encourage the development and diffusion of environmentally friendly technologies.
10. Businesses should work against corruption in all its forms, including extortion and bribery.
The UN Global Compact principles [2]