Exploring Rasya Sprei Business Operations
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This document summarizes an exploration of the business operations of Rasya Sprei, an Indonesian online retailer of bedsheets and home goods. It describes how the business was analyzed over 4 days of discussion with the owner, including an overview of the company and its online shops. Key areas that were explored include competitive strategy, product line, supply chain, product design, quality management, productivity challenges, and suggestions for global expansion. The document is intended to be presented on October 29, 2011 at the Institut Teknologi dan Bisnis Kalbe.
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Exploring Rasya Sprei Business Operations
- 1. 1 Exploring Business Operation http://www.rasyasprei.com/ Featuring... Coached by... Noverino Rifai Ir.Hary Agus Rahardjo, MBA, MSc, Ph.D. M. Lufti Sati To be presented on October,29st 2011 Institut Teknologi dan Bisnis Kalbe (ITBK)
- 2. Exploring Business Operation: Rasya Sprei (http://www.rasyasprei.com) 2 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) Agenda How did We Explore? “Rasya Sprei” Overview Competitive Advantage Strategy Line of Products Value Chain and Supply Chain Product Design Quality Management Productivity Challenge Global Operation Strategy Analysis and Suggestion
- 3. Exploring Business Operation: Rasya Sprei (http://www.rasyasprei.com) 3 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) How did We Explore? Prepared discussion material based on Heizer-Render 4 days intensive discussion with business owner Explored the online shops Completed the draft-slides Reviewed by business owner Granted permission for publication Enrichment & finishing touch
- 4. Exploring Business Operation: Rasya Sprei (http://www.rasyasprei.com) 4 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) “Rasya Sprei” Overview December 2010 October 2011
- 5. Exploring Business Operation: Rasya Sprei (http://www.rasyasprei.com) 5 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) The Online Shops •Page: Rasya Sprei •Account 1: Rasya Sprei http://www.rasyasprei.com •Account 2: Rasya Sprei 2
- 6. Exploring Business Operation: Rasya Sprei (http://www.rasyasprei.com) 6 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) Organization Structure Owner Courier Procurement Information Customer Technology Relation 2 Co- Founders Finance Designer Quality Packaging Control Ordering
- 7. Exploring Business Operation: Rasya Sprei (http://www.rasyasprei.com) 7 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) Competitive Advantage Strategy http://www.poweredtemplates.com/_src_diagram/00426/ppt-diagram-chart-b.jpg, accessed 2011-10-26 21:13
- 8. Exploring Business Operation: Rasya Sprei (http://www.rasyasprei.com) 8 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) Line of Products 85.000 – 170.000 270.000 – 520.000 50.000 100.000 45.000 – 70.000 35.000 45.000 – 70.000 60.000 55.000 – 70.000
- 9. Exploring Business Operation: Rasya Sprei (http://www.rasyasprei.com) 9 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) Value Chain and Supply Chain Supplier Company Konveksi Customer material design Order & Pay Ready to sell product deliver order
- 10. Exploring Business Operation: Rasya Sprei (http://www.rasyasprei.com) 10 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) Product Design Feedbacks
- 11. Exploring Business Operation: Rasya Sprei (http://www.rasyasprei.com) 11 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) Quality Management • Quality Standard ▫ Common sense • Quality Control ▫ Checked by owners ▫ Separation • Rejected Items ▫ Returned to Konveksi ▫ Sale, discounted price • Passed Items ▫ Delivered to Customers
- 12. Exploring Business Operation: Rasya Sprei (http://www.rasyasprei.com) 12 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) Productivity Challenge December 2010 October 2011 Flagship Product Bedsheet & Bedcover Galon, Kulkas, Magic Com Covers Material Cost Rp.X Rp.X Production Cost 1/5 x of material cost 1 x of material cost Retail Price 1.5 x of material cost 2x of material cost Konveksi’s Production 5-10 5-10 Capacity / day Konveksi’s Queue Time Not peak: 3-5 days Not peak: 3-5 days Peak: 7-10 days Peak: 7-10 days Gross 10-20% 30-40% Margin
- 13. Exploring Business Operation: Rasya Sprei (http://www.rasyasprei.com) 13 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) Global Operation Strategy • So far, there’s NO order from other countries YET. • Online shops NOT YET accomodating English language. • But, Internet, gives unlimited opportunities. The time will come.
- 14. Exploring Business Operation: Rasya Sprei (http://www.rasyasprei.com) 14 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) Analysis & Suggestions • Accomodate English language in online shops. • Find alternative Konveksi that can give faster response and capacity. • Quality agreement with Konveksi.
- 15. Exploring Business Operation: Rasya Sprei (http://www.rasyasprei.com) 15 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com)
- 16. Exploring Business Operation: Rasya Sprei (http://www.rasyasprei.com) 16 Noverino Rifai (noverino.rifai@gmail.com, http://noverino.wordpress.com) References • Heizer, Render. Operations Management. 10th Edition. Pearson Education, Inc. 2011. • http://www.rasyasprei.com. Last accessed 2011-10-29 01:33 • http://www.facebook.com/rasya.sprei. Last accessed 2011-10-29 01:33
Editor's Notes
- Prepared discussion material based on Heizer-Render4 days intensive discussion with business ownerExplored the online shopCompleted the slidesReviewed by business ownerGranted permission for publicationFinishing
- Started: December 2010Housewife + IT professional husband: Time and SkillOnline Shop low costStarted with bedsheet, growing to lines of productsBuy-to-order (blanket, long pillow) and Outsourcing (others)Service area: papua, borneo, celebes, sumatera, java, but Internet give borderless opportunityOperational: mostly by owners, sometimes helped with sewer and others for packaging
- Blackberry: grouphttp://www.rasyasprei.comFacebook: Page: Rasya SpreiAccount: Rasya SpreiAccount: Rasya Sprei 2
- 2 Co-FoundersOwnerProcurementCustomer RelationDesignerOrderingPackagingFinanceInformation TechnologyCourier
- Produk:BedsheetBed CoverPillow and CoverPillow-BlanketWater gallon CoverRefrigerator Covermagic jar CoverTV CoverFood capCharacter blanketTable sheet
- Sebagian besar adalah bayar minimal 50% lunas, baru di order ke konveksi dan setelah dilunasi lalu dikim.
- Desain :1. sebagian sudah ada di pasar, tinggal modifikasi sedikit. Survey Pasar: googling, langsung ke pasar,Berdasarkan barang yang sering diminta konsumen2. Membuat sket draft bentuk, motif berdasarkan bahan yang digunakan. Pemilihan motif berdasarkan women sense Bentuk bisa juga biasa dibuat konveksi3. Konveksi akan membuat berdasarkan pesanan4. Waktu sarung galon: produksi 1 hari 5-10 set (galon, kulkas, magic com), seprei-taplak-cover tv 1 hari > 20, bed cover 1 hari 5-10 bed cover + sprei. Antrean: standar 3-5 hari selesai (termasuk produksi), kalau ramai bisa 7-10 hari (termasuk produksi).5. Bed cover dan sprei dapat plastik cover dari konveksi. Biasa dipakai untuk pengiriman6. QC: Ada proses membersihkan, kalau reject dikembalikan dan konveksi mengganti dengan membelikan bahan yang sama. Kadang konveksi tidak mau tahu, jika kondisinya seperti ini maka akan pesan ulang, atau barang tersebut dijual obral.Belum ada standar untuk QC, berdasarkan men sense. Dipisahkan dari produk yang bagus.7. packing: vakum (model busa seperti bantal, bed cover tebal bisa seukuran text-book namun lebar), dibungkus plastik motif gak tembus pandang warna-warni agar manis seperti ..., lalu di bawa ke ekspedisi. Kalau 1 orang pesan banyak, dibungkus ke 1 plastik saja yang bisa menampung. Prototyping: saat mencoba model cover TV, model awal ternyata agak kuno, diketahui setelah sample produk (prototype) jadi.ConsinyasiDesign by producerOwn productDesigned by ownerDifferentiate on material, using same material as bedsheetCottonCotton-Viscous (CVC)Prototyping? Untuk pemesanan dari konsumen, belum ada. Untuk tutup TV pernah buat sampling berdasarkan desain dari internet, ternyata model tidak cocok (jadul). Lalu dibuat desain sendiri. Begitu ada yang pesan ditawarkan desain baru tersebut, lalu dipesan ke konveksi.Product testing? Tidak ada.Market testing? Pada awal2, dilakukan soft launch untuk perkenalan, diskon untuk 1 bulanMake or buy decisionQuality, cost, and delivery scheduleMake: margin lebih tinggiBuy: selimut: belum tahu, demand belum terlalu tinggiProduct lifecycleAda beberapa motif untuk semua produk karena ada motif lain yang ditawarkan.Introduction: 1 bulanGrowth: 1-2 bulanMature: 1-2 bulanModel dikeluarkan tergantung model yang ada di pasar. Survey pasar tergantung pergerakan pasar.???Follow up-to-date trendMagazineTVInternet???Third party design
- End of 2010 vs October 2011Same Material CostInitial production cost was 1/5 of material costNow, production cost is = material costRetail price was 1.5x of material + production cost, gross margin = 10-20%Now, retail price is 2x of material + production cost, gross margin = 30-40%