A Business Plan
By SOCA Company:

EJE
2in1HEELS

Business Sector

Fashion is a general term for popular style, and has become one of the most important things in everybody’s daily life nowadays. Fashion is basically divided in three huge sectors; good clothes, catchy accessories, and beautiful footwear. It surely has become something undeniably needed in everybody’s life. Concerning in beautiful footwear sector, most people will think directly to high heels, which is known as every woman’s weapon in shaping sexy look with effort. High heels were firstly invented by Leonardo Da Vinci in the 13th century, and were used by both men and women. They became very popular, even called as norm for ladies of the duke, by the time they were used in the wedding of Catherine de Medici and Duke of
Orleans. (www.wikipedia.com)
The fashion industry is a product of the modern age. Prior to the mid-19th century, most was custom made. It was handmade for individuals, either as home production or on order from dressmakers and tailors. By the beginning of the
20th century—with the rise of new technologies such as the sewing machine, the rise of global capitalism and the development of the factory system of production, and the proliferation of retail outlets such as department stores.

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Nowadays, there are various types and creation of high heels produced by greatest shoes designer from all over the world, as the proof of their never-fading existence in the world of fashion.
Based on the survey for 100 British women, 80% of them prefer high heels to flats, with knowing the fact and have experienced it themselves; high heels do cause excruciating pain. Moreover, 90% of them do think that shoes can be an outfit in themselves. This habit of women creates the fashion industry itself.
However, even with its painful effect, heels remain in the very first position in every woman’s heart. It became obvious when we talked about today’s circumstance, high heels are proven to have consistently gained market share. Since the year
2000, high heels sales is approximately around
USD 3.5 million in US. It has been said to have a consistent long–term growth due to its necessity.
Population grows, and so does their spending power. Fashion is the most dominant subsector in
Indonesia’s creative industry as well. Supported by the fact that middle class population in Indonesia is also growing significantly high, fashion in every part of the world surely will always be a lasting potential market to be entered. (www.economist.com)

Executive Summary
E JE Shoes is a brand of SOCA Company. The word EJE itself is taken from Spanish and stands for hinge. Renown for its dual usage; heels and flat,
EJE sure is a solution to most women’s problem.
Using a two hinges technology attached to its stiletto, EJE is a definite breakthrough to fashion world. In addition, EJE shoes are all made from eco–friendly material; rice husk. Instead of throwing the rice husk away, we tend to make a use of it and give additional income to Indonesian rice farmers for real. Using a wood – press technique, those wastes are pressed into a solid material in term of creating a strong yet classy look to its stiletto. All of EJE production is 100% Indonesian art workers made and will only be produced 10 pairs of each design. EJE is the real answer for every career woman desire and effort to looked perfect every time with no pain, nor affording nor taking more additional shoes.
Together with SOCA Co., we believe that EJE is a business that will last. Fashion and creative industry is something that will always grow wider and greater. Equipped with dual hinge technology, cultural ethnic design, and made from eco–friendly material by the hand of Indonesian craftsmen,
Indonesian fashion market might be the most suitable market to be entered. To be added, in talking about our social sector, SOCA planned to reach Small Medium Enterprises–which will act as outsourcing–to take part of this business.
"To be a fashion company that provides satisfying one-stop service fashion products to the customers by giving beauty in comfortableness and continuously creates innovation as the

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development of fashion trends increase by holding unto Indonesian cultural value and environmentally friendly" is SOCA vision, and to stick with it, we will provide up-to date fashion as its quick development, give the most satisfying customer service by including giving added value services. Moreover, producing high-quality fashion product yet giving beauty and comfortableness in the same moment for every fashion products. We will hold unto Indonesian values by using Indonesian special fabric (batik, songket, etc.). We also planned to use our environmentally friendly raw material and equipment continuously. Being the first company that produces 2in1 shoes in
Indonesia is surely be an additional strength to
SOCA. Moreover, as we do concern to social and environmental issues, we plan to join huge companies CSR program as its additional value, it is obvious that our product, EJE, will bring advantages and profits to mutual sides. Yet in contrast, as a newly developed company, SOCA might find various difficulties in fashion sector. The availability of eco friendly raw materials we used to our product might damage our production flow as well. Plagiarism, international famous brand (Charles Keith, Nine
West, etc.) will threaten our existence. To be added, most Indonesian tends to take evasive action to local production. To preserve threats and decrease weaknesses mentioned above, it is obvious that a solid organization structure is needed. SOCA consists of
4 divisions: finance, marketing, HR, and production.
Those 4 will be divided into sub-divisions.
Organization structure diagram is to be enclosed in our appendix.

Product Description

This is a basic illustration of how those dual hinges in EJE shoes work. Firstly, the number (1) hinge is to be twisted rotary, and therefore hinge number (2) is able to be flipped. Our paper bag is made of pressed rice husks as well, to reduce environment issue.

Macro Analysis1
Indonesia, renown as a broad nation, has withstood the global financial crisis relatively smoothly because of its heavy reliance on domestic consumption. The country is in the middle of a consumer boom, which is fuelling growth in South-East Asia’s giant. With a population of 238 millions, Indonesia has the potential to become one of the world’s biggest economies (ecomnomist.com).
Last year Indonesia had one of the best-performing economies in the G20 club, growing by 6%. Even as the rating agencies busily revise rich countries’ creditworthiness downwards, Indonesia’s has been going the other way. At the moment, consumption reports for almost half of GDP growth. Nomura, a
Japanese bank, reckons Indonesia is creating a middle class. Indonesia is defined as one with

disposable household income of over $3,000 per year. The number of middle class members is predicted to have reached nearly 150 million by
2014, representing one of the world’s most tempting markets.
Nevertheless, Indonesia has a deep concern to its local creative industry as it contributes 6.3% of
National GDP for running creative industries. It is able to absorb about 3.7 million workers equal
4.7% of total new employment in the year 2007.
National growth creative industries for the year
2012 were perched about 7%. Meanwhile, fashion remains the dominant subsector of the creative industry in Indonesia in terms of contribution to GDP at 63.3% in 2010.

Market Analysis
1.Market Description
Fashion Industry has proved a significant change annually. Fashion itself comprises three major components; clothing, footwear and accessories. It has been said that fashion has tremendous impacts especially for women. A survey indicated, 47% women spend their money buying a pair of shoes once a month. (www.wolipop.detik.com).
Unexpectedly, most of them fell for that uncomfortable footwear, high heels. Moreover, as the member of “B” class women have increased significantly, their will in purchasing heels will increase as well. High heels changes woman’s appearance and raises self-confidence promptly. It makes their legs look beautiful, sexy, elegant and lavish. However, this kind of shoes causes a huge women health risk.

2.Market Background

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As survey proved, although high heels are categorized as uncomfortable shoes, many women have their preferences to high heels, because of its sexy and beautiful appearances it gives. In many occasions, to cope with this preference, women always bring substitute flat shoes or sandals under the table. Based on this need, SOCA has resolved to give a tremendous innovation for Indonesia's fashion industry, especially in women's footwear. EJE Shoes can be used as high heels, as well as flat shoes. EJE
Shoes is 2-in-1 shoes. This attribute is doubtlessly suitable for any occasion. Substitute shoes will no longer needed yet accidents while driving can be avoided. EJE Shoes is not only simplifying women’s life but also eco-friendly. The heels are made from husks, which are not harmful for our environment.

This article is based on http://www.economist.com/node/18989153, http://www.gbgindonesia.com/en/services/article/2011/indonesia_s_creative_industries.php. 1

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4. Target Market

3. Market Trend
Woman footwear trends for this year are:
Peep toe pumps

Transparent shoes

Ankle strap heels

(www.cosmopolitan.co.id)
Bright colors and sparkly silver dominate this season timelessly.

E JE Shoes is targeted to “B” class women who work in Jakarta and its surrounding areas. The women are between 25-55 years old. Assuming that “B” class women are those whose income is more or equal to 15 million rupiah, their profession requires them to wear high heels frequently. We believe that these easeful shoes are surely a fulfillment to their need. Not only the “B” class women, but also others who also need the technology put in EJE products. In other words,
EJE Shoes is suitable for those who need comfortableness and beauty in a time.
(www.kependudukancapil.go.id).

5.Marketing Readiness

6.Strategic Chance

EJE eases its customer by not changing the objective of the high heels itself. Moreover, SOCA
Company tries tirelessly to provide comfortable shoes for women. Despitefully, this company concerns to environmental and social life. Some forestations and car-free-day programs have been implemented in Indonesia, particularly in major city like Jakarta and Bandung. Batik and songket known as Indonesian cultures have successfully stolen national and international attention. Based on those reasons, we absolutely convince EJE
Shoes accepted by domestic and international market. We are going to establish corporation with bank for our capital. Besides, discounts will be given to customer having the bank’s credit card or some sort of it. Our business will be bank’s
CSR and this corporation will give them several advantages. The wastes material utilization, rice husk, coupled with Indonesia artistic value, batik and songket, and sophisticated technology enable EJE Shoes to generate huge profits. Soon, EJE Shoes will be distributed in own store or boutique.

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Production Analysis

Engineered
Product (Hinge)

Half-done
Product

Product
Designing

Final
Inspection

Product
Cutting

Product
Coloring

Product
Finishing
and
Packaging

Quality
Check 1

Product
Adhesive

Quality
Check 2

Engineering
Product
Installment

Product
Sewing

In our shoes production, we develop several methods such as product designing, cutting, coloring; until double quality checks to measure that our product is produced with superior quality. In other hand, our product are using top quality materials to assure safety in proceeding our dual function; heels and flats, into a pair of shoes. For the production system, most methods are handmade done by our craftsmen. Crafts men are equipped with good ability and concentrated in one step from production chain. Therefore, we can produce our shoes more efficiently and less defect. In the packaging step, we boxed our product and using paper bag as the carriage. After packaging step is finished, final inspection is to be run in order to assure that our product meet the qualification to be sold in our showroom.

Raw Material
- Husk
- Polymer
- Aluminum
- Synthetic leather
- Genuine leather
- Canvas
- Wool
- Etc.

Production Tools
- Sewing machine
- Press machine
- Coloring brush/spray
- Etc.

Utility
- Water
- Steam
- Electricity
- Lighting system
- Etc.

Facility
- Workshop
- Showroom
- Computer

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Business Risk

Running business is like a spinning wheel, sometimes in the highest position and sometimes in the lowest position. There are some risks involved in running this business, there are:

1. Availability of raw materials
Knowing that rice husks are only available during harvest time, sure their availability is being our main concern. Lacking of raw material in the non-harvest time will cause the instability production price and damage the variable cost.
3. Plagiarism
Asian market is popular by its plagiarism.
Every launched product that creates huge trends will attract other companies to produce the similar product. This comes as the impact of the loose Indonesian policies and regulations. Patents in Indonesia are not as strict as it is in America. (detik.com)
5. Consumer's will to buy
As the market trend is changing frequently, consumers tend to get bored easily and looking for new products 2. Price and availability of basic need
(BBM, electricity, etc.)
The unpredictable BBM price will impact distribution cost and even material cost.
Rolling black out for our electricity will trouble our daily production system.

4. Labor
Demonstration has always been the main labor issue in Jakarta. Due to the demonstration happened in January, March and May that caused massive traffic jam and highway blockage recently, it has a huge possibility in damaging our distribution flow; raw material and products distribution. It may cause less effectiveness of the company's work and profit-loss as well.
6. The quick-shifting Asian market

Business Strategy2
a. Product Development Strategy
• Using rice husks, genuine leather, traditional fabrics (batik & songket)
• Joining big companies’ CSR program to add capital. • The first 2in1 shoes using dual hinges technology.
• Limited new edition, 100 items for each design.
• New designs will be released in every 3 months.
• Side-pads inside each shoe to add comfortableness. 7

b. Penetration Strategy
• Place: EJE store at South Jakarta
• Price: high price (above 1 millions rupiah)
c. Marketing Strategy
• Magazines (Bazaar, Elle, Indonesian Tatler,
Vogue, High End)
• Social media (Facebook, Twitter, website)
• Events (JFW, IFW, JFF, JFFF)
• Exclusive catalogue.
• Sponsoring Popular Fashion Blogger
(Anastasia Siantar, Michelle Kusnadi)

n.n., n.d., "Strategi-strategi Bisnis dan Contoh-contohnya", Retrieved May 12, 2012 from http://xa.yimg.com/kq/groups/16190571/1783329900/name/Strategi-strategiBisnis%26Contoh-contohnya.pdf. 2

Financial Analysis
2013

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2014

2015

Scheduling and Plan Activities

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Appendix

Organization Structure

2013

2014

2015