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Interview Small Medium Entreprises Profile

Indirasari Cynthia Setyoparwati (115020107121008)

UNIVERSITY OF BRAWIJAYA MALANG

FACULTY ECONOMICS AND BUSINESS
ECONOMIC OF DEVELOPMENT
2014
I. Introduction of enterprises Product

The type of small and medium enterprises product is foods and

beverages. This UKM is a mini café where located in the owner’s home and
located in one of housing at Malang city. This cafe at Jl. Bunga Sri Rejeki
No.17. The name of this mini café is My Pizza Crunch. And the owner name
is Iwan Susanto.

Picture 1. The My Pizza Crunch café

My Pizza Crunch sell variety of foods and drinks that are different
from another café in Malang, the price of the foods and drinks is less
expensive or student price. The owners sell pizza with many variants topping.
The customer can choose the toppings according to their taste. They can add
more toppings. The most favorite pizza menu is sweet pizza with cheese,
chocolate, and banana topping.

This was the first time café in Malang city sell sweet pizza with thin,
crispy and not very thick peel pizza. But not only selling pizza with many
variants topping in the food menu. He also sell like, hot spicy wings with spicy
level from 0-5 and can serve with rice or French fries, beef steak, spaghetti,
etc. For the drinks menu, there are grape squash, teh tarik, ice tea, fruit soup,
etc.

Picture 2. The menu of foods and drinks in My Pizza Crunch

 Picture 3. Menu of Foods and Drinks that I tried

Early opening this small medium enterprises, he sell to his family and
friends. The first time open a business he did not have a mini café, now
located in his own house. He just received the order by delivery. And for the
promotion just by talk from his consumer. He never make a brochure or name
card for promotion his business.

The idea of make this business from his own idea. Actually, he just
want to open franchise business. But, after he look and think, he must have a
substantial capital for open it. Approximately he need Rp 30.000.000. Finally,
he decided open My Pizza Crunch, has never existed in Malang. He makes his
own foods and drinks. His hobbies is eat and cook. Idea for make pizza
product appear suddenly. And inspired from Italy that has food specialities a
thin pizza. But, he changed the topping like taste Indonesian people.

Initial capital to purchase ingredients for pizza he just need Rp

100.000. The capital come from his own money. First opening this business
the profit is Rp 100.000/day. Profit from pizza Rp. 4.000/pizza. Initial capital
to decoration partial of his house to make a mini café is Rp 2.000.000, just for
paint the wall and make a counter table. Equipment for chair, table, sofa,
audio, etc for café decoration from his own collection. He does not need to
spend money to complete equipment in his café. And he does not need pay a
tax, not like open a shop in mall they must pay tax.

His experiences before open this small medium enterpresis, he worked

as a crew in event organizer for 7 years. And then, he moved to Batam. He
worked as receptionist in Puri Garden Hotel for 3 years. He said that work as
workers is bored. He wants become enterpreneur. So, he open this business,
My Pizza Crunch. He open this small medium enterrises for his family. And
this business will give to his first son as the next owner.

Picture 4. Me and the owner of My pizza Crunch and his first son
 My Pizza Crunch has been established since 1 year ago. Now My Pizza
Crunch has a branch in Giant, Mall Olympic Garden or MOG. This branch
already 3 months open. He has 5 employees. 2 employees in Giant, MOG.
And 3 employees in Jl. Bunga Sri Rejeki. His employees comes from Malang
and one of them from Kediri. The employees were taken from SMK. Their
salary Rp 600.000/month.

After 1 year open this business, now the profit Rp 600.000/day. Major
capital for open the branch Rp 2.000.000. To open the branch they using
cooperation system. For rent a stand in Giant, MOG they be cut 25% of profit
and pay tax 10% every month. Branch in MOG, the pice of pizza more
expensive because he pay tax. The difference price about Rp 2.000. He said
that the most crowded My Pizza Crunch in Jl.Bunga Sri Rejeki in every
weekdays. In the branch not so crowded because a new shop in there, but
every day the profit getting rise.

II. The Production

Partially basic ingredients to make a pizza is smoked beef, banana,
cheese, flour, chocolate, tomato sauce, chili sauce, meat, mayonaise, etc. All
the ingredients from distributor. For example, sausages and smoked beef from
Bernardi. And for the ice, he made it. He does not want to use cheap
ingredients because he sells a quality of the food, delicious, and less
expensive. It is a challenge for him. He also does not to concerned about big
profit. He ever used cheap sausages because the sausages from distributor
sold, then his customer complain about that, the taste is different.
Machine of production he use a stove, mixer, oven, and the important
thing is hand for dough processing. The technology makes small medium
enterprises superior than other mini café is homemade all foods and
beverages. Owner’s innovation to attract the customer is create the different
menu from another, pizza’s shape, and taste of food is the first priority.
From the beginning open this business for sale the product he did
himself. For the target customer is a student and an employee. And many
students eat there while studying. We can order by delivery and he accepts
 order for birthday or another. Now, he promotion this business on social
media likes twitter, makes brochure, and name cards.
The owner’s reason choose Mall Olympic Garden for open branch in
there because if in other mall cost of rent is very expensive. And the reason he
open the branch in mall because every weekend most of people go to the mall
with family, boyfriend or girlfriend, or their friends. They always need to
foods. Fist time, open a branch in there for make people interest with his
business, he makes pizza tester. Not all of them know about his product. After
they tried the pizza tester, they interest with his product and they try another
foods and beverages. In every weekend, My Pizza Crunch in MOG more
crowded than in his house. And My pizza Crunch opens everyday, at 09.30
AM-09.30 PM.

III. Recommendation
I think this small medium enterprises is very good idea and the owner
very creative. He said that 1 year ago, his business stuck, empty of customer,
and no promotion. Because his house not strategic place. He was occur will
close this My Pizza Crunch. But, he believe that “ the power of talk” is more
powerful. And if we have an effort and God give the way it will success. I
think is true because if we want to open a business, we must have an effort and
no surrender. I suggest in this place should have a wi-fi access. Because most
of student need it. And i saw many student come to My Pizza Crunch for eat
and study there. Enlarge My Pizza Crunch room in his house.
Though has a negative impact from increase price of LPG fuel, he does
not want to decrease the quality of ingredients. Because he sell foods and
beverages, not the cafe atmosphere. To overcome this problem, he reduce
LPG usage. Usually he use ice cubes with cooks water itself. Now, he buy
ready ice cubes. Like that example, if we open a food business we must keep
the quality of food. The important thing is customer satisfy and not feel
disadvantage. Overall, this small medium enterprises is the best example and
recomended place. He can keep the quality, not too corcerned about big profit,
and cunsomer satisfaction. Improve and keep the best quality for the customer.