This document discusses using business model generation and the lean startup method to conduct a feasibility study for a new tourism bus business by PO Gajah Mungkur Sejahtera. The researchers identified the value proposition as flexible facilities that can be customized to customer needs. They designed a business model canvas and conducted an analysis showing the business model is feasible, with an IRR of 24% and payback period of under 5 years. The lean startup approach helped validate the value proposition and business model to reduce risks.

1. BUSINESS
MODEL
GENERATION
AND
LEAN
STARTUP
METHOD
AS
THE
BASIS
FOR
BUSINESS
DEVELOPMENT
FEASIBILITY
STUDY,
CASE
STUDY
OF
PO.
GAJAH
MUNGKUR
SEJAHTERA
Wisnu
Dewobroto,
Julisa
Siagian
Industrial
Engineering
–
Trisak:
University

2. Introduc:on
• Transporta:on
has
significant
contribu:on
in
suppor:ng
all
aspects
of
living
either
in
the
poli:cal,
economic,
social
cultural
and
defense
and
security
development.
• Indonesia
is
famous
as
the
largest
island
country
in
the
world,
where
the
popula:on
distribu:on
to
all
territories
uses
various
modes
of
transporta:on
• Most
transporta:on
in
Indonesia
(90%)
relies
on
land
transporta:on
(De:k
Finance,
2013).
• There
is
a
decrease
in
the
number
of
bus
passenger
for
60
percent
for
Jakarta
des:na:on
(Pasek,
2013).
• The
con:nuous
decrease
in
the
number
of
passengers
has
resulted
in
many
bus
company
which
operates
around
1,100
buses
were
at
the
edge
of
bankruptcy
(Sirait,
2013).

3. Problem
• Challenge
for
Bus
Company
• Exis:ng
Bus
companies
to
survive
in
the
:ght
compe::on
in
terms
of
market
sharing.

4. • PO
Gajah
Mungkur
Sejahtera
is
land
transport
service
company
of
inter-­‐City,
Inter-­‐Province
Bus
(AKAP).

5. Survive
in
the
Compe::on?

6. • In
the
business,
a
company
can
compete
as
defender
by
defending
the
business
and
inves:ng
for
new
business
(Luecke,
2003).
• PO
Gajah
Mungkur
Sejahtera
created
new
investment
in
form
of
tourism
bus.
• Tourism
bus
is
considered
the
right
business
because
the
growth
of
tourist
using
the
tourism
bus
evey
year
conNnues
to
grow,
moreover
during
the
certain
holidays
(Dharmoyuwono,
2013).

7. Problem
is
s:ll
there….
Tight
Compe::on
is
s:ll
there..
Value…
?

8. Research
Purpose
• To
iden:fy
the
value
proposiNon
expected
from
the
tourism
bus
• To
design
the
business
model
using
the
lean
startup
model
for
PO
Gajah
Mungkur
Sejahtera
• To
establish
a
business
model
feasibility
study
for
the
tourism
bus
bisnis
for
PO
Gajah
Mungkur
Sejahtera
based
on
the
business
model

9. • How
can
we
design
value
…?

10. Valida:on
Process
-­‐
Reduce
Waste

12. Turning'Hypotheses'Into'Facts

14. Empathy
Map

15. Problem
Statement
• Stakeholder
:
Age
between
20
–
40
years
old,
neatly
dress,
works
as
travel
agent,
employee
or
students,
communica:ve
and
friendly.
• Problem
:
They
require
tourism
bus
according
to
the
stakeholders
requirements
in
terms
of
facili:es
and
physics.
• It
is
because
the
requirements
of
each
stakeholder
are
different.

17. MVP
(Minimum
Viable
Product)

22. Quan:fy
Business
Model
• Capital
:
IDR
7,744,260,000.,
and
will
result
in
the
IRR
value
of
24%,
NPV
of
IDR
310,668,435.,
PI
>
1,
and
PP
for
4
years
11
months.
• Therefore,
the
tourism
bus
business
of
PO
Gajah
Mungkur
Sejahtera
has
Valid
Business
Model
(Feasible)

23. Conclusion
• New
Value
proposi:on
of
tourism
bus
PO
Gajah
Mungkur
Sejahtera
is
the
flexible
facili:es
and
can
be
suited
to
the
customers
requirements.
• Business
Model
Canvas
established
for
PO
Gajah
Mungkur
Sejahtera
is
as
follows:
– Customer
Segments
:
Primary
Customer:
Travel
agent,
ins:tu:on,
and
community.
Secondary
Customer:
Family
on
vaca:on
and
travelers.
– Value
Propo::on
:
Flexible
facili:es
can
be
ordered
according
to
the
customers
requirements.
– Channel
:
Travel
agency,
website,
and
office.
– Customer
Rela:onships
:
Promo:ons
in
form
of
tour
package,
community,
CRM
sokware.
– Key
Ac:vity
:
Booking
service,
on
board
service,
marke:ng,
maintenance
of
tourism
bus,
and
R&D.
– Key
Resources:
tourism
bus,
facili:es
and
human
resources
(driver,
crews
and
staff)
– Key
Partners
:
Travel
agency,
GM
Travel,
and
restaurant
&
catering.
– Cost
Structure
:
Maintenance
of
tourism
bus,
flexible
facilites
of
tourism
bus,
website,
employee
wage,
opera:ng
costs.
– Revenue
Stream
:
Charter
of
tourism
bus,
order
for
flexible
facilites
of
tourism
bus,
and
order
for
tour
package.
• Based
on
feasibility
analysis,
total
investment
required
to
establish
the
tourism
bus
business
is
IDR
7,744,260,000.,
and
will
result
in
the
IRR
value
of
24%,
NPV
of
IDR
310,668,435
and
PP
for
4
years
11
months.

25. Further
Research
• Lean
Startup
Method
allows
entrepreneur
to
iden:fy
the
Value
Proposi:on
which
is
the
primary
factor
in
the
business.
• Therefore,
in
the
making
of
business
model,
high
level
of
validity
of
the
business
can
be
obtained
so
that
the
risk
of
failure
of
implementa:on
can
be
minimized.
• Further
research
should
be
done
using
other
method
such
as
Lean
Canvas
or
Lean
Design
Thinking
to
obtain
bener
result
of
the
feasibility
study