• Jonathan Oktavianus Prasetya Fakultas Ekonomi dan Bisnis Universitas Katolik Indonesia Atma Jaya
  • Herlin Hidayat Fakultas Ekonomi dan Bisnis Universitas Katolik Indonesia Atma Jaya
Keywords: establishing a new business, Restaurant, Pekalongan


Pathyarasa is a restaurant that serves food and drinks typical of Pekalongan City, Central Java, Indonesia. The theme for the atmosphere of the place chosen is the nuances of Central Java. In business planning, Pathyarasa conducts a SWOT analysis by utilizing strengths and opportunities and minimizing threats and weaknesses. Pathyarasa chose to use the Business Model Canvas to analyze his company. Pathyarasa's marketing mix strategy, the product strategy offered by Pathyarasa is special food and drinks from Pekalongan. Pricing strategy by setting a selling price based on market penetration pricing strategy. The location strategy chosen to run a Pathyarasa business is located on the street. Tebet Utara, Jakarta Selatan. Promotional strategies are carried out by direct marketing, brochures, and social media.Total need for initial investment funds and working capital is IDR 137 millions. With a profit of IDR 7,34 millions in the first year and increased to IDR 804,12 millions in the fifth year. Based on the payback period, Pathyarasa is expected to return capital within 1 year and 8 months, indicating that Pathyarasa is feasible to run. So, the Pathyarasa can be considered to be run and there is a possibility that this business will provide benefits.

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