SMART BUSINESS MAP

Smart BuSineSS map atau biasa disebut SBm adalah modul pembelajaran bisnis yang dikembangkan pada tahun 2012
oleh seorang ekonom, profesional sekaligus investor Budi Satria isman. Modul ini sudah banyak membantu pemimpin bisnis baik
UKM maupun korporasi untuk memperbaiki dan mengakselerasi bisnisnya.
© PRO INDONESIA 2017 smart business map © prO inDOnesia 2017
Bisnis yang sudah hilang...

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bisnis yang mencoba bertahan...

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smart business map © prO inDOnesia 2017
‘‘What you really
need is a Market
not an idea”
-Paul Finn-

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aPa itu sMart Business MaP

sBM adalah alat

untuk mendiagnosa
kesehatan sebuah bisnis

sBM adalah Proses Bisnis

untuk membangun dan
mengembangkan bisnis

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key deliveriaBle

sBM Business
snaPshot
coaching
Business
Plan
Business
execution
WorkshoP

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Playing Field
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What’s
ProBleM
the

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smart business map © prO inDOnesia 2017
PROBLEMMAPPING

perawatan rambut
perawatan
KECANTIKAN

kulit tubuh
jerawat
perawatan kulit

perawatan wajah anti aging

perawatan tubuh

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 ProBleM
Banyak orang
yang ingin
Makan Mie
taPi tidak Mau
rePot

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ProBleM yang Mau
diselesaikan Fedex
adalah Banyak
orang yang Mau
kiriM Barang keluar
negeri dalaM
seMalaM.

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ProBleM need Buy

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smart business map © prO inDOnesia 2017
smart business map © prO inDOnesia 2017
kota kelas i gender
kota kelas ii
ic de M usia

Ph og
dalam /luar kelas ekonomi
negeri a pekerjaan

gr

ra
ge o

Ph ic Ps
Market
segMentation

yc
r

o
o

g
Perilaku
i

v ra
keBiasaan e h a Ph Minat
PreFerensi
B ic

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knoW your custoMer
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 10 things you need to knoW aBout
your custoMer

Who they are What they do Why they Buy When they Buy

What Makes theM

hoW Much Money What they exPect
hoW they Buy they have
Feel good aBout
oF you
Buying

What they think

What they think
aBout your
aBout you
coMPetitors

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smart business map © prO inDOnesia 2017
PiZZa hut
geograPhic
urBan area

deMograPhic
usia 25 – 50 tahun
kelas ekonoMi a dan B

PsycograPhic
Penyuka Masakan eroPa

Behavior
Praktis

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‘‘even Multi Billion dollar
corPorations don’t sell
to “everyone”

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What is the solution?

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smart business map © prO inDOnesia 2017
smart business map © prO inDOnesia 2017
smart business map © prO inDOnesia 2017
 t t h e e x i s t i n g
lis

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create a neW solution

disruPt existing solution

create the saMe

existing solution

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disruPtion
Business Model

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 idea generation
Market segMent
ProBleM to solve

val
Market siZe

t
Market studies

P id
Market Potensial
environMent
e coMPetition

at
co n

io n
product
development

d
h
go to Market

e
PrototyPing
c

v
Marketing Plan MiniMuM
n

e
sales Plan u lo viaBle Product
la p testing
Pricing Plan
distriBution Plan Q&a
test Market
selling

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Product develoPMent

PrototyPe MiniMuM viaBle Product Product

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sell the
ProBleM
you solved
not the Product

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hoW big is the Market ?

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40 juta orang
indonesia menderita
kegemukan

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hoW big is the Market ?

actual data extraPolasi

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actual data

consuMPtion Per caPita

Market siZe

Market share

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consuMPtion Per caPita
consuMe Per caPita adalah juMlah konsuMsi setiaP orang
atas Produk tertentu dalaM Waktu 1 tahun.

DAGING  SAPI   2010   2011   2012   2013   2014  

Konsumsi  per  kapita  (kg)   1,76   1,87   2,09   2,22   2,36  

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Market siZe

adalah nilai Penjualan Produk sejenis dalaM Periode 1 tahun.

DAGING  SAPI   2010   2011   2012   2013   2014  

Market  size   41,7  T   44,9  T   50,9  T   54,9  T   59,3  T
T  

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 Market share

Market share adalah data Mengenai naMa - naMa Brand yang

BerkoMPetisi di category yang saMa.

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 rk e t P o te ntia
M a l

Market share Market siZe

coMPetitor
Market

your Market

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smart business map © prO inDOnesia 2017
extrapolation

contoh extrapolasi data

“Kota Jatinangor terdapat 50.000 ribu mahasiswa aktif. Jika dalam sehari 1 orang mahasiswa menghabiskan Rp.
25.000 untuk berbelanja di rumah makan, maka market size bisnis rumah makan di Jatinangor Rp. 400 miliar/
tahun”

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What Factors Will
iMPact the Business?

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smart business map © prO inDOnesia 2017
smart business map © prO inDOnesia 2017
core environMent
governMent

coMPetitor

technology

coMPany

ngo

suPPlier
consuMer

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consuMer Behavior

Pada Bisnis ritel Mulai BeruBah dari toko konvensional ke toko online

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BagaiMana jika Produk kita tidak Potensial?

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convergent - divergent strategy

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convergent strategy

clinic clinic
kecantikan jeraWat

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divergent strategy

taxi tranPortasi

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Pivot strategy

Perusahaan Perusahaan
koModiti teknologi

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Market landscaPe

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smart business map © prO inDOnesia 2017
why do
people
choose
you ?

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knoW your coMPetitors

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uniQue selling ProPosition

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ATRIBUT USP
FUNGSI
BAHAN PRODUK

proses HARGA

USP
UNIQUE SELLING PROPOSITION
exclusive SERVICE

DAERAH QUALITY

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Positioning

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smart business map © prO inDOnesia 2017
What do you ProMise to your custoMer?

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smart business map © prO inDOnesia 2017
smart business map © prO inDOnesia 2017
smart business map © prO inDOnesia 2017
how do you sell your product?

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smart business map © prO inDOnesia 2017
 Biaya
Pricing strategy Produksi

target
Market harga Pesaing

usP sensitiFitas

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oBjectives

aWare try Buy

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caMPaign

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ProMotion

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distriBution channels

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diFFerent tyPe oF distriBution channels

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direct selling vs indirect selling

distriButor toko/eceran

toko/eceran

konsuMen

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selling in vs selling out

distriButor toko/eceran

toko/eceran

konsuMen

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oFFline channels: Mini Market

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online channels: Market Place

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online channels: social Media

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hoW do you keeP your custoMer?

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smart business map © prO inDOnesia 2017
custoMer levels

advocate

engage

loyal

satisFied

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custoMer ManageMent systeM

Build
knoW your
loyalty engageMent
custoMer
PrograM

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hoW to knoW your
custoMer ?

data
Base

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loyalty PrograM

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Building engageMent

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 oPerational
ProFitaBility

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smart business map © prO inDOnesia 2017
how can you
increase your
revenue?

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smart business map © prO inDOnesia 2017
top line management

Price

revenue voluMe

neW
Product

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vertical horizontal strategy

vertical strategy
tambah nilai pembelian

horizontal strategy
tambah jumlah pembeli

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vertical strategy

wedding

makanan
sewa minuman
kamar

sewa
spa
mobil
meeting
room

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horizontal stategy tahun 2016 juMlah outlet indoMaret 3.124

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 how can you
manage your cost?

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smart business map © prO inDOnesia 2017
Middle line strategy

cost oF
goods sold

oPex &
knoW your cost Marketing
cost

cost oF
caPital

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cost strategy

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cashFloW ManageMent

cash is king, ProFit is Queen

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cash inFloW
revenue FroM sale

cash in hand
increases

cash in hand

cash outFloW
cost oF Production

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customer
accounts
receivable
accounts
payable

inventory supplier

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FiX cost vs variable cost

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rM sederhana MenguBah Biaya gaji PegaWai Menjadi variaBle cost
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What is your core resources?

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industri MeBel rotan di indonesia hancur karena tidak MeMPerhatikan kesediaan Bahan Bakunya.

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 Buat Fokus Pada
daFtar 20% Bahan
Bahan Baku utaMa
Baku.

Quality
strategy control

cost Quantity
control control

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suPPlier = Partner
Bangun huBungan yang Baik

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how do you develop your team?

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apakah anda saat ini ceo chieF
everything oFFicer
adalah seorang ceo?

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aPakah Bisnis –Bisnis ini tergantung Penuh kePada PeMilik Bisnis?

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 MeMBangun teaM

direktur utaMa

direktur keuangan direktur PeMasaran direktur oPerasional direktur sdM

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teaM ManageMent

key joB standard

activities descriPtion oPerating
Procedure

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PeoPle develoPMent

inPut Proccess outPut

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input

people recruitment people

profiling process administration

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Proccess

orientation training Mentoring coaching

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outPut

kPi Monitoring evaluation

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key PerForMance indicator
kPi adalah alat ukur kinerja

“If you can’t measure something,

you can’t understand it.
If you can’t understand it,
you can’t control it.
If you can’t control it,
you can’t improve it.”

-- H. James Harrington

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whatever your business is,
we are in people business
Budi Isman.

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smart business map © prO inDOnesia 2017