Materi Pertemuan 9 dan 10 Kuliah Hortikultura Program Studi Agroekoteknologi Fakultas Pertanian Universitas Bengkulu (2017)

1. Teknologi produksi tanaman hortikultura – fahrurrozi (2017)
BAGAIMANA MEMULAI BISNIS
TANAMAN HORTIKULTURA
berskala kecil

2. TEKNOLOGI PRODUKSI TANAMAN
HORTIKULTURA
AGT 313 - 6 (4-2) sks
oleh : fahrurrozi
republika.co.id satunegeri.com
bisnis-jabar.comhortikultura-araucaria.hr
bali-bisnis.com industri.kontan.co.id
sindonews.com
bisnis-jabar.com
republika.co.id
berita2bahasa.com wartaaceh.com liputanbisnis.com
bisnisukm.com agrikaindoraya.com
lintasnusabunga.com 4.bp.blogspot.com anneahira.com
Teknologi produksi tanaman hortikultura – fahrurrozi (2017)

3. Teknologi produksi tanaman hortikultura – fahrurrozi (2017)
1. Manajemen produksi tanaman di lapang: pengelolaan sarana
prasarana, tenaga kerja, analisis usaha
2. Manajemen produksi tanaman hortikultura dalam rumah
kaca/ruang terkendali: pengelolaan sarana prasarana, tenaga
kerja, analisis usaha
Materi Pertemuan 9 dan 10
BAGAIMANA MEMULAI BISNIS
TANAMAN HORTIKULTURA
berskala kecil

4. INDUSTRI
HULU ;
- benih
- mesin
- pupuk
- pestisida
- dll
USAHA
TANI;
- sayuran
- kebun
- pangan
- ternak
- ikan, dll
PENGO-
LAHAN;
- makanan
- minuman
- pangan
- sayuran
-dll
PEMASAR-
AN ;
- harga
- jaringan
- informasi
- angkutan
- dll
PENUNJANG;
- Sarana dan prasarana transportasi
- Infrastruktur pertanian
- Sarana telekomunikasi
- Kebijakan dan kepastian hukum, dll
Review : SISTEM AGRIBISNIS  MARKET DRIVEN
Teknologi produksi tanaman hortikultura – fahrurrozi (2017)

5. Teknologi produksi tanaman hortikultura – fahrurrozi (2017)
Establishing a successful small horticulture enterprise:
Part A – Principles and experiences
http://agriculture.vic.gov.au/agriculture/horticulture/horticulture-and-
business/small-horticulture-enterprise-principles
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Bacaan Acuan

6. Teknologi produksi tanaman hortikultura – fahrurrozi (2017)
Factors that may lead to business failure
A study by INNOVIC has shown that less than 4% of new business
ideas are likely to be commercially successful.
The main issues were that innovators frequently over-estimate
their potential sales and under-estimate the time and costs
associated with bringing a new product to market.
The study concluded that good market research, realistic financial
projections, a good management team and a strong business plan
can greatly improve the chances of success.

7. Teknologi produksi tanaman hortikultura – fahrurrozi (2017)
Factors that most commonly lead to business failure are listed below to further
highlight the importance of managing risks and making good decisions for your
business. It is important to note that a combination of these factors contribute to
more than half of new business ventures failing.
 Underestimating the horticultural skills and knowledge required.
 Focus on field production and neglect of market realities and post farm-gate
handling requirements in planning and budgeting.
 Confusing a business with a hobby or retirement activity often combined with
a lack of business experience.
 Unrealistic expectations, e.g. following fads and fashions without analysis of
realistic business opportunities.
 Wrong choice of industry, product to develop or business model.
 Entrepreneurial over - enthusiasm and burnout.
 An inadequate business plan, poor overall planning, lack of focus.
 Lack of networks in the industry, poor supply chain knowledge and
management.

8. Teknologi produksi tanaman hortikultura – fahrurrozi (2017)
 Poor capital structure - businesses that fail often take on too much debt.
 Financial overexpansion, overspending:
o No adequate budget and funds for establishment costs.
o Poor cash flow management.
o Taking on additional, non-budgeted overheads or production costs to grow
the business faster or to improve crop performance, post harvest
management or marketing.
 Lack of reserve funds - failing to prepare for volatile markets and
uncontrollable cost increases e.g. for water and energy, materials and
equipment, production inputs (fertilisers, sprays), and labour costs, natural
disasters, management mistakes etc.
 Poor internal controls - accounting, staff management, customer service etc.
 Employee incompetence (bad staff selection, supervision, no training, no job
descriptions).
 Poor time management, procrastination - wrong timing and poor coordination
of crop management activities and/or business management and marketing
activities.

9. Teknologi produksi tanaman hortikultura – fahrurrozi (2017)
 Poor record keeping and analysis of records (financial and production) or
failure to act on analysis results (ignoring the 'plan – do – review' imperative).
 Bad business location:
o Neglecting competition or opportunities to cooperate (how many similar
businesses are located nearby and would they be competitors or potential
cooperators).
o Poor judgment of site suitability, water, soil and climatic conditions.
o Accessibility/logistics (is the area well served by roads or rail, is there
tourism in the area).
o Infrastructure, resources and services (electricity, broadband, water, input
suppliers etc).
o Labour (esp. seasonal labour required, OH&S- workers compensation,
need to pay for overtime etc).
 Underestimating distance to markets and associated costs.
 Ineffective marketing and promotion – poor communication skills.
 Underestimating the competition from other regions or other products.

10. Teknologi produksi tanaman hortikultura – fahrurrozi (2017)
 Putting all eggs in one basket - just one product or one big client or one
investor.
o Lack of loyalty of buyers or business partners.
 Trying to be fast on the market with a new product that has not been properly
developed or cannot be supplied in the required volumes and loosing potential
customers due to poor service or lack of supply (getting a bad name).
 Poor customer service resulting in lack of repeat business (not listening to
what customers say, working on assumptions about the market and individual
customer requirements).
 Poor ability to recognise opportunities and/or foresight and flexibility to adapt
to changing conditions and technologies.

11. Teknologi produksi tanaman hortikultura – fahrurrozi (2017)
1. ASPEK PEBISNIS
a. Memiliki ekspektasi yang realistis
b. Memiliki Pengetahuan dan ketrampilan
yang memadai
c. Memiliki visi jangka panjang
d. Memiliki jaringan dan kemampuan
mengembangkan jaringan
I. ASPEK-ASPEK YANG HARUS
DIPERTIMBANGKAN

12. Teknologi produksi tanaman hortikultura – fahrurrozi (2017)
2. APAKAH TERSEDIA PASAR DARI
PRODUK YANG AKAN DIHASILKAN ?
a. Mengetahui pasar yang pasti dan
potensi pengembangan pasar
b. Memahami karakteristik dan layanan
produk
c. Mengetahui kekuatan produk dalam
penjualan

13. Teknologi produksi tanaman hortikultura – fahrurrozi (2017)
3. ASPEK EKONOMIS, apakah
MENGUNTUNGKAN ?
a. Mengetahui daya dukung lahan
b. Memahami kebutuhan perayaratan
logistik
- Gudang, tempat penyimpanan
- sistim transprotasi
- sistim pengemasan
c. Memiliki waktu dan dana yang memadai
d. Memiliki struktur bisnis yang benar
e. Memehami aspek peraturan dan perundang-
undangan

14. Teknologi produksi tanaman hortikultura – fahrurrozi (2017)
1. Melakukan pencatatan secara teratur dan benar
2. Melakukan dan memanfaatkan umpan balik
3. Memiliki fleksibelitas dan adaptabilitas terhadap
perubahan
4. Melakukan perbaikan terus menerus dengan
mengembangkan system perbaikan
5. Lebih fokus pada keuntungan penjualan, baru
pengembalian modal
6. Pasarkan produk yang dimiliki
II. MENGELOLA BISNIS BARU

15. Teknologi produksi tanaman hortikultura – fahrurrozi (2017)
6. Pasarkan produk yang dimiliki
a.Cari/buat ikon/brand/trademark dari produk yang
dihasilkan
b.Kembangkan titik-titik penjualan
c.Tentukan dan dapatkan jaringan yang akan
mempromosikan produk yang dihasilkan
d.Kelola rantai pasok dan rantai distribusi dengan baik
e.Lakukan presentasi/pameran/promosi
f. Tunjuk juru bicara (public relation) dan layanan
pelanggan
g.Lakukan promosi melalui internet

16. Teknologi produksi tanaman hortikultura – fahrurrozi (2017)
1. Antisipasi resiko apa yang akan muncul
2. Apa saja yang mempengaruhi kemungkinan
tersebut
3. Siapkan bagaimana cara menanggulangi
resiko yang mungkin akan terjadi
III. KELOLA RESIKO DAN HAMBATAN

17. Teknologi produksi tanaman hortikultura – fahrurrozi (2017)
IV. BELAJAR DARI PENGALAMAN
ORANG LAIN
1. Pelajari latar belakang mengapa bisnis orang lain
didirikan
2. Pelajari bagaimana bisnis tersebut dijalankan
3. Kaji prospek pengembangan bisnis orang lain
tersebut
4. Belajar dari kekeliruan orang lain