CHAPTER 2 VALUE PROPOSITION

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1 14 CHAPTER 2 VALUE PROPOSITION In this chapter we will discuss about the theory, the market, and the industry analysis that consist of the Indonesian Maritime industry, the trend, the e-commerce industry, the market profile, and the opportunity. From the opportunity we create a value proposition and formulate it in the proposed Business Model Canvas. We have also chosen several related theories as the source of knowledge that underlies the discussion and business model creation. 2.1 Industry Analysis To analyze the Industry and market, we use the PESTLE framework, which consists of politics, economy, social, technology, law and environment. (Palmer et al, 2009: 130) PESTLE A. Politics The political condition in Indonesia is already well past 10 years and is expected to be better and more conducive to the democratic life. The increasingly stable condition will also support the growth of the maritime or shipbuilding industry to improve. 14

2 15 The new government under the leadership of President Joko Widodo has set the vision for developments in , as follows: "Terwujudnya Indonesia yang Berdaulat, Mandiri, dan Berkepribadian Berlandaskan 14 Gotong-Royong" (RPJMN, 2014: 67) This vision will be achieved through seven (7) development missions, and nine (9) priority agenda called the "Nawa Cita". One of the missions of government is to make Indonesia independent in terms of maritime that is advanced, powerful, and based on national interests. This mission shows that the government will pay very great attention to the maritime industry. In addition, Indonesia s Cabotage policy (inter-island cargo delivery in the country must use Indonesian flagged vessels) strongly supports the growth of domestic maritime, especially for the shipping industry in recent years (Osman, 2013: 3). The President Joko Widodo government has also continued this policy to strongly support the shipping industry in the future. B. Economic President Joko Widodo s government has drawn up a medium-term development plan for the period , emphasizing on the following important points: (RPJMN, 2014: 69) 1. Economic growth is expected to increase from an average of 6% to 6-8%. With this target, the government is working hard to support and stimulate economic activities by performing a variety of stimulation, infrastructure development, financial stability, and inflation. Thus, trading activities will be more excited and is expected to improve people's welfare. The government's plan to boost

3 16 economic growth will also have a positive impact on the maritime industry, especially in the shipping sector. 2. The Government will also focus on the distribution of development, which has been centered only on the island of Java and Sumatra. The plan includes to make equitable development by building infrastructures on the island of Borneo, Sulawesi, Nusa Tenggara, and Papua. The equitable development will result in the number of construction material being transported by ship, because of the cheaper logistics cost. This condition is also a positive impact on the maritime industry, especially for cargo shipping. 3. The government is targeting an increase in coal production, from 397 million tons in 2014 to 442 million tons in 2019, as part of improving energy security. This will also have a very positive impact on the development of the maritime industry in the future, especially for the shipping sector. 4. Some government policies in the shipping sector have included zero tax to import ships and Value Added Tax (VAT) exemption for transactions between shipping companies, with hope to stimulate growing Indonesia s maritime industry forward. C. Social Indonesia with the world s longest coastline has a society that is familiar with the ocean, passed down from generations to generations. Many activities and livelihoods of the Indonesian people derive from marine activities, such as fishing, transportation, salt production, seaweed, shipping, trade, and tourism.

4 17 On the other hand, the era of globalization characterized by the development of information technology has also penetrated all layers of the Indonesian society, be it in urban to rural areas of the country. In the past decade, the Indonesian society has already become very familiar with the Internet, websites, social media, and smart phones. According to the Indonesia Internet Service Provider Association (APJII) (The Jakarta Post, 2014). The total Internet users in Indonesia has increased by 28% from 63 million users to 71,19 million, and is predicted to increase in 2015, as shown by exhibit below. Diagram 2.1 Indonesia Internet Users Source: (APJII, 2015) Internet in recent years has changed the mindset, attitudes, and behavior of the Indonesian people in going through their daily life. The Indonesian society already has the ability to find information quickly, so that the activities they prefer are done

5 18 faster, more practical, simpler, more effective and more efficient. This condition makes social media and online marketing experience a rapid growth in Indonesia. D. Technology Technological developments have also created new improvement in all industries in the country. Moreover, with the development of computers and the Internet, it is much easier for a lot of businesses do their activities today through the Internet. Computers and the Internet are used in various applications, such as machining technology, daily operations and even trade. For example, the machines in the ship have already been using computer technology, and the vessel operating system has also been using satellite information, which is linked to the Internet. Another example is trade, in which many companies market their products through websites or send an to the customers. Now, in the era of social media, companies have direct access to customers by using platforms like Facebook to advertise, which can been seen from the example of Patria Maritime Line (Astra Group), and Trans Energy Indonesia. In particular, the maritime/shipping industry marketing strategy using a website model is carried out separately by the company. However, there is no special website that has incorporated all of the stakeholders of the maritime Industry, so that each can easily be interconnected and provides benefits for all parties. The development of web technology has also increasingly supported web-based business activities. Since the launch of web 3.0, it offers an efficient method to help computers organize and draw conclusions from online data (John Borland, 2007:1).

6 19 Web 3.0 also enables web features into a data storage device with enormous capacity. Web 3.0 makes the information can be presented quickly and accurately, have the capability of 3D visual and interaction in real-time and can seek the information that we want through a photo, audio, and video in addition to keywords. Web 3.0 is also easily accessible by a variety of different ways and means anytime and anywhere. Thus web 3.0 is very supportive for kapalin.co.id in presenting a variety of information, interaction with all users and partners. Web-based businesses are also currently very supported by the emergence of social media, such as Facebook and Twitter, which can link to each other. E. Environment The application of web technology on business activities allows companies to do their activities faster, more effective, and more efficient. The stakeholders involved will use far less paper, and will require fewer meetings, which save time and energy. The use of web technology in a variety of business activities also strongly support environmental conservation. F. Law To regulate the use of Internet-based trading, the government of the Republic of Indonesia has issued Law No. 11 of 2008 on Information and Electronic Transactions (ITE). The law applies to any person who conducts legal action as provided in this Act, both of which are in the jurisdiction of Indonesia and outside the jurisdiction of Indonesia, which has the effect of law in the jurisdiction in Indonesia and / or outside the territory of Indonesia and harm the interests of Indonesia.

7 20 In general, the Act of the Information and Electronic Transaction (UUITE) Law is divided into two major parts, namely the arrangement of information and electronic transactions, and the arrangements regarding the prohibitions and sacntions. Settings on the information and electronic transaction are intended to accommodate the needs of businesses on the Internet and the general public in order to obtain legal certainty in electronic transactions. Some of the material is set, among others, are as follows: 1. The recognition information / electronic documents as evidence of legitimate law (Articles 5 and 6 of the Law ITE); 2. The electronic signature (Articles 11 and 12 of Law ITE); 3. The implementation of electronic certification (certification authority, Article 13 and Article 14 of Law ITE) 4. The implementation of an electronic system (Articles 15 and 16 of Law ITE); 5. Electronic transaction (Articles 17 to 22 of Law ITE) Some of the materials in the prohibition article (cybercrimes) are regulated in the ITE Act, as follows: 1. Illegal content, which consists of indecency, gambling, insults/defamation, threats, Suku, Agama, Ras (SARA), and extortion (Articles 27, 28, and 29 of Law ITE); 2. Illegal access (Article 30); 3. Illegal interception (Article 31); 4. Disruption to the data (data interference, Article 32 of Law ITE); 5. Disruption to the system (system interference, Article 33 of Law ITE);

8 21 6. Misuse of tools and devices (misuse of the device, Article 34 of Law ITE) 7. Settlement and Dispute (Articles 38 and 39 of Law ITE) Thus, any transaction and fraud activity in web-based businesses now have legal provisions and certainty. 2.2 Market Analysis A. Shipping Industry Performance INSA is optimistic for the growth of the shipping industry in 2015, supported by the country s stable economic performance due to President Joko Widodo s effort in strengthening Indonesia s maritime industry. It is expected that the trend of the growth will be on the rise for the following years ahead. (Purnomo, 2015:10) Based on the information gathered from the Sea Transport Sub Sector of the Ministry of Transportation, the trend of the shipping industry is rising year by year, although the numbers are not too significant. However, this shows that the opportunity for the business is very promising in this attractive market. B. Shipping Firm Growth The growth of the sea transport companies in the shipping sector has shown a gradual increase year by year with the average growth of 6.50%, with domestic shipping as the main contributor to the growth.

9 22 Table 2.1: Number of Sea Transport Company by Types of Shipping No. Description Annual Average Growth Rate (%) 1 Domestic Shipping 1,754 1,885 2,106 2,256 2,442 8,64 2 Prahus ,17 3 Special Shipping ,65 Source: (MTRI, 2013: 2) Total 2,731 2,91 3,16 3,33 3,51 6,50 Diagram 2.2 Number of Sea Transport Company by Types of Shipping Source: (MTRI, 2013: 2) According to table 2-1 above, there is a trend of high growth number for domestic shipping among prahus and special shipping. The average number of growth is 8,64%. This data indicates that there is an increase in domestic shipping.

10 23 C. Auxiliary Companies Growth Growth rate per year of the number of auxiliary companies have been more stagnant and have no records of any change throughout the years although the number is also thousands. However, this may change in 2015 due to Shipping Industry Growth, the AEC and also due to the Indonesian government s vision and mission. Table 2.2 Numbers of Shipping Auxilliary Companies Annual Average Growth Unchanged No. Description Loading/Unloading Company 1,077 2 Freight Forwarding 1,186 3 Supporter 1,647 Source: (MTRI, 2013:7) Total 3,910 D. Ships Growth The growth rate of sea transport in the last five years ( ), in terms of the number of ships by ownership, has increased by 20.22%, with the most contribution coming from the national ship owners. Meanwhile, the foreign charters and foreign agent have experienced a slight decrease. This is mainly due to the global economic crisis that had yet to fully recover.

11 24 Table 2.3 Numbers of Ships by Ownership (in 000 s) No. Description Annual Average Growth Rate (%) 1 National Foreign Charter (20.00) 3 Foreign Agent (9.17) Total Source: (MTRI, 2013:2) F. Production of Sea Transport Growth The production of sea transports in Indonesia by national companies has increased by 10.67%, whereas production by international companies has increased by 8.23%, with expectation that it will increase year by year. Table 2.4 Production of Sea Transport in Indonesia (in mill tons) No. Description Annual Average Growth Rate (%) 1 Domestic Transport ,67 2 Foreign Transport ,23 Total ,84 Source: MTRI (2013:7)

12 25 Diagram 2.3 Production of Sea Transport in Indonesia (in Million Tons) Source: (MTRI, 2013:7) G. Commercial Ports Growth The trend of commercial ports in Indonesia has not increased in the span of However, this does not decrease the number of ships or sea transportation in each port. Last year, President Joko Widodo mentioned that the government would accelerate the maritime program in the eastern region of Indonesia by constructing 24 ports to ease the traffic in the area. (Hilman, 2014)

13 26 Table 2.5 Trends of Commercial Ports in Indonesia SUMATERA JAWA BALI NTT-NTB KALIMANTAN SULAWESI MALUKU- PAPUA No. Description Aceh Sumatera Utara Sumatera Barat Riau Kepulauan Riau Jambi Bengkulu Sumatera Selatan Bangka Belitung Lampung DKI Jakarta Banten Jawa Barat Jawa Tengah JawaTimur Bali Nusa Tenggara Barat Nusa Tenggara Timur Kalimantan Barat Kalimantan Tengah Kalimantan Selatan Kalimantan Timur Kalimantan Utara Sulawesi Utara Sulawesi Tengah Sulawesi Tenggara Sulawesi Selatan Sulawesi Barat Gorontalo Maluku Utara Papua Papua Barat Maluku Total Source: (MTRI, 2013:10)

14 27 H. Non-Commercial Ports Growth Table 2.6 Trend of Non-Commercial Ports in Indonesia SUMATERA JAWA-BALI-NTT- NTB KALIM ANTAN SULAWESI MLKU- PAPUA Source: (MTRI, 2013:11) No. Description Aceh Sumatera Utara Sumatera Barat Riau Kepulauan Riau Jambi Bengkulu Sumatera Selatan Bangka Belitung Lampung DKI Jakarta Banten Jawa Barat Jawa Tengah JawaTimur Bali Nusa Tenggara Barat Nusa Tenggara Timur Kalimantan Barat Kalimantan Tengah Kalimantan Selatan Kalimantan Timur Sulawesi Utara Sulawesi Tengah Sulawesi Tenggara Sulawesi Selatan Sulawesi Barat Gorontalo Maluku Utara Papua Papua Barat Maluku Total

15 28 According to table 2.6 and 2.7 above, we can see that number of ports build by the government in Indonesia can be use by commercial purpose and non-commercial. The commercial ports usually manage by state company and non-commercial is managed by Transportation Department. Non commercial ports have the opportunity to be a commercial port by offered to the State Company Pelabuhan Indonesia (Pelindo) or to private companies if the port already have commercial opportunity. Besides the data port on table 2.6 and 2.7 above, there are other thousands ports that are manage by private companies (Arianti, 2014) I. Website Business The number of businesses with a website has been growing in recent years, with many websites appearing in various fields of trade. One of the pioneers, and also very famous, is ebay. ebay was founded as a website that organizes online auctions, in which the seller of the products list their items in the auction on ebay portal for buyers to bid on. EBay obtains their revenue from registration fees and fees per transaction with all transactions paid by using PayPal. With this model, ebay grew very quickly and became a dominant market leader, with controling up to 94% of the market in EBay accumulated the revenue of 9.1 billion US dollars and the net profit of 1.8 billion US dollars in (web02, 2015). Indonesia, a country with one of the world's largest number of Internet users (63 million people use internet) (Web03, 2013) is ranked 6 th as Internet user worldwide below of China, US, India, Brazil and Japan. Indonesia is ranked 4 th for facebook user and ranked 5 th for twitter user worldwide. Indonesia also has raised a number of very

16 29 successful business website. One of a good website example is Traveloka (Yuliani, 2013:1). Traveloka is an Internet company that provides air tickets and hotel reservations online with a focus on domestic travel in Indonesia. The company makes it easy for customers to purchase tickets from one place to another as well as to look for a hotel in the destination. Traveloka collects revenue from each purchase of tickets, receiving 5% of the transaction value per ticket. Traveloka do marketing by relying on social networks, namely Facebook website and twitter, and the next will be tested using advertising on television. Currently, Traveloka has been working with various airlines and hotels nationwide. In the future, the company is expected to cooperate with foreign airlines and hotels. Both ebay s and Traveloka s website business models can be adapted to the planned business model to be applied in the maritime industry / shipping in Indonesia. 2.3 Competition Analysis To analyze and determine the nature of competition within an industry, we have used the five forces model by Porter (Barney and Hesterly, 2012: 35). A. The threat of entry: New entrants are firms that have recently started operating in an industry. The Threat of entry depends on the cost of entry, in turn, depends on the existence and "height" of barriers to the entry. In Indonesia, starting a business website is relatively easy, for both individuals and companies. Website designers can be found everywhere, and Internet providers have also almost reached all parts of Indonesia, although the quality in some parts is still

17 30 needs improvement. The cost of hosting on a provider with a medium capacity is also relatively cheap (see Exhibit 4.5). Managing the website can be done by the founder of the company at the beginning. After the website has more traffic, then they can recruite some staff an inexpensive cost because in Indonesia many skillful fresh graduate available to be recruited, they can be paid with standard payment by government. In addition, business through a website is currently marketed through social media and , which makes it very effective and efficient because it can be send direct to community, user or target market. It also keeps the cost low, because it can do and created by internal resources. These conditions make the threat of new entrance high, because any firm can develop their own website and make the online industry very attractive in Indonesia. Very attractive business because the website business in Indonesia has a big opportunity that can achieve huge money due to huge population, good internet infrastructure, less barrier to entry and can be just need little capital. Thus, if we create a website about shipping business we will not have meaning barrier to entrance, and we are sure it will be a lucrative business. B. The threat of rivalry: This threat depends on the number and competitiveness of firms in an industry. The threat of rivalry is low in an industry where there are not competing firms in the shipping website business in Indonesia particularly businesses that focus on the same category. The online maritime and special shipping business competition in Indonesia is low up to now, because base on survey, and by experience the business transaction in shipping business still conventional. Besides that, currently, there is no special

18 31 website developed for a business that integrates all stakeholders of the maritime industry, especially for the shipping sector. The existing competition may come from the personal brokers and the shipping company that also does brokerage business. Less Options and need more effort to match. The existing competition comparisons we can see at table below: Table 2.7 Existing Competitor Analysis No CATEGORY PERSONAL BROKERAGE BROKER COMPANY 1 Form Personal Approach Personal Approach/B2B 2 Way to get Relationship/search Relationship/ customer ing searching 3 Financing Origin Brokeragewithout capital 4 Strength Intense communication before deal 5 Weakness - Less Option - Need more effort to match Back to back Intense communication before deal - Less Option - Need more effort to match OUR WEBSITE Online /B2B Data base/ Online system/ Referral and invite by the users Origin Brokeragewithout capital - Many option - Simple - Matching by system (tender) Brand recognition Besides the existing competitor, we may consider some potential competitor which currently have different business, but they are close enough to switch their business model if they enter the business, for example Gojek, Uber, Grabbike, G rabtaxi and INSA. The comparison we can see at the table below:

19 32 Table 2.8 Potential Competitor Analysis No CATEGORY INSA GOJEK/UB ER/GRABB IKE/GRAB TAXI 1 Form Association Private online application 2 Strength & Have the data base and network to all shipping stakeholder 3 Weakness Not involve in the real/ online business before business Have strong competencies and experience in application development and transportation (land) No experience in Sea transport OUR WEBSITE Private business Online business First mover to the business Have the core competency and experience in the business Start Up Business Initial capital is low Consider the table above, our website should anticipate by creating a valuable website to all stake holder and try to capture all stake holder as many and as quick as we can. We also should have stage plan with innovation of service to give that value to our customers. C. The threat of substitutes: The threat of substitutes depends on how close a substitute s products and services are in terms of performance and cost to the existing products and services in an industry. Whereas rivals all meet the same customer needs in approximately the same way, substitutes meet the same customer needs using very different approaches with each service having its own uniqueness. The threat of substitutee websites in the field of maritime business is related to manual

20 33 transactions, in which a shipper directly looks for a ship owner or an agent and engage them in business. It is also similar for when a ship owner manually looks for a supplier. In addition, meetings and seminars organized by INSA and Coaltrans could be substituted for the links between the shipper, owner, agent and suppliers. However, the meetings usually take two to five days (for example Coaltrans-Bali in June, 7-10, 2015) in a form of a conference or exhibition, so each stakeholder has its limitations as well to get new connections. While, our website will connecting many of shipping companies to many shipper, Port, Agent and Marine supplier in a short time according to their needs. D. The threat of suppliers: The threat of suppliers in an industry depends on the number and distinctiveness of the products provided to an industry. For example, coal, gas, oil, and consumer goods. In doing an online business in the field of maritime and shipping, the threat of suppliers is most likely to come from the Internet or storage providers. However, given the competition between the Internet and storage providers, the chances of them becoming a threat is also much less then becoming an opportunity. SWOT analysis below can be seen the strength, weakness, opportunity and threat of our website:

21 34 Exhibit 2.1 SWOT Analysis E. The threat of buyers: Buyers purchase a firm's products or services. Whereas powerful suppliers act to increase a firm s costs, powerful buyers act to decrease a firm's revenue. The threat of buyers depends on the number and size of the industry's customers. The threat of buyers is greater when the number of buyers is small, the products sold to buyers are undifferentiated and standard, and the products sold to buyers are a significant percentage of the buyer's final costs. In this case, buyers are not earning a significant profit, and buyers threaten backward vertical integration. The threat of buyers in the field of maritime or shipping websites is likely to be small, because there are many customers and none are dominant. Threat might come from a large owner who has several subsidiary companies or branches, in which they may ask for a reduction or discount fee or any premium service. In addition, for companies contributing high traffic intensity to our website would most likely also ask for benefits in the form of a reduction in fees or advertising costs.

22 35 Five porters conclusion Referring to the Porter s 5 forces analysis mentioned above, it could be summarized as below: NO THREAT CONCLUSION 1 Entry Low 2 Supplier Low 3 Substitute Low 4 Rivalry Medium 5 Buyer Low Based on the table above we conclude that the business is feasible to implement in Indonesia and the industry environment. 2.4 Value proposition & idea generation A. Idea generation In the transportation and shipping industry, there are a lot of difficulty in getting information between stakeholders, such as information about owners, ports, agents, suppliers, and shippers. This limitation is widely experienced in both sales and transactions, or in the form of operational constraints. For an example, based on our experience due to the lack of information about shippers with a cargo at a particular port, a ship from a shipping company can be on standby for several weeks before getting a load. On the other hand, the cargo shipper also does not know that there is a ship waiting for a load around the port where their cargo is. In another example, due to limited information, ships often depart to a certain port without knowing the exact condition or whether there is a long queue or not. Many times ship owners receive orders to send the goods to a particular port, and want to appoint an agent. However, due to limited information it may be takes

23 36 several days to find an agent operating in a particular port area. Sometimes we should search in Google, ask from other agent, owner, partner and also shipper, which may be, can give a reference. For that reason, we came up with the idea of how to help stakeholders obtain the required information and connect them with one another through a complete website portal that is simple, easy to use, professional, and reliable. With this website, we want to provide our customers the ability to find the right ships for their shipment within as fast as 5 working days. However, this will depend on the negotiations with the ship owners. B. Value proposition: Relevantly Complete The website will be the one-stop platform for a complete listing related to the martime industry, where all of the stakeholders involved in the maritime business will have access to all relevant information they need to help them do their business. Interestingly Simple The website will be the game-changing tool for the maritime businesses as it will introduce a simple and flexible approach to the transaction process by giving the freedom to select vendors, which gives our customers the opportunity to receive more avantageous options and alternatives, such as competitive cost offering and broader business networking. Pleasingly Easy The website will be visually guided design that facilitate user-friendly interface making it easy to be used.

24 Business model canvas The business model canvas is a concept idea of how a business is created and captures value (Ostewalder and Pigneur, 2010). To make it easier for businesses to create and develop a business, Ostewalder and Pigneur created an approach using 9 Building Blocks, as follows: 1. Customer segment 2. Value Proposition 3. Channel 4. Customer relationship 5. Key Resource 6. Key Activity 7. Key Partnership 8. Cost Structure 9. Revenue Stream

25 38 Exhibit 2.2 Business Model canvas overview & proposal The whole dream and vision of the Business Model We expect that this website will be the first and the leading website in the industry of maritime in Indonesia, where all of the maritime stakeholders become a member of the website and conduct their business through it as well. The website is expected to provide added value, convenience, and benefits for all members, managed by professionals with a strong focus on service excellence and great benefits for the maritime industry, society, and the nation. In the next chapter, we will explain in detail about the final design of the Indonesian Shipping website business model.

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