A presentation I made for my MBA class project.

1. DESIGN
THINKING
“EASY PARKING”
R.M. ADITYA PRABOWO
CINDY MELISSA
BAYU LAKSMANA PUTRA
MUTIARA SYAHADATINA
JESSICA LINGGAR
STANLEY IGNATIUS
1

2. Slide Contents
1. Key issues and problem statement
2. The Idea!!
3. The main concept & Process flow
4. Desirability and feasibility
5. Technology Roadmap
6. Before and after implementation
7. Substitution and competition
8. The Company
9. Financial Report
10. Business Model Canvas
2

3. 3
Key Issues & Problem Statement
• With the alarming growth of major cities in Indonesia’s
population comes the enormous increase of vehicles in the city.

4. 44
4

5. THE MAIN CONCEPT
You can quickly park your car in
a matter of minutes because the
system tells you where is the
closest and most ideal parking
spot for you!
5

6. How Does The System Work?
The Process Flow
6
Step 1 Step 2 Step 3

7. Desirability and Feasibility
• Using the technology that’s
already out there we can develop
this new idea into a justified
system thru research and smart
software engineering.
• We believe we can truly sell this
system as a product or service,
and will solve time consuming
tasks that should be easy like
looking for a convenient parking
space.
Why use “EASY PARKING”?
7

8. Assumption Implementation Sheet
No Activities
Time
Assumption
1 Survey areas 1 week
2 Creating a Blue print map 2 weeks
3 Order hardware supplies 2 weeks
4 Building control room 1 month
5 Modify entry gate and building direction gate 2 weeks
6 Implementation sensor and wireless system 3 weeks
7 Training some secure parking employees 1 month
8 Installing and Running IT Software 1 weeks
Sum of all time
implementation activities :
• Survey areas : 1 week
• Creating Blue print: : 2 weeks
• Implementation Activity : 1 month
• All activities : 1-2 months
8

9. Reserving Parking space, and developing for motorcycle parking
Input license plate and know where you park your car
Smartphone Integration
Paying the parking fare by smartphone NFC system
Auto Park Procedure
Scan your ticket and the car will go to the lobby automatically when you
want to go
Technology Roadmap
9

10. Before and after implementation of “Easy Parking”
No Objective Before After
1 Searching Time
15-30 mins waiting time
20-45 mins in the weekends
Reduce waiting time by 40%
2 Labor Paying 20-30 manual labor per-shift Just paying 10-15 labor salary
3 Entry 10-20 mins at peak hours Reduce by 30%
4 Convenience
People often get lost in parking
spaces
People can look at the ticket to
find their car
5 Directions No directions to park lot numbers
Directed instructions to park lot
numbers
6 Security
High risk of car vandalism and
robbery
Less risky and more secure
because sensors guarding your
car
Before
After
10

11. Substitution and Competition
Valet
Sometimes valet are not that careful when parking your
precious car, you can get dents in your car and sometimes
your car may smell bad when you get them back.
Long queuing and waiting time when you call for your car
Robotic parking system
High cost to produce and maintain.
Cannot be applied to existing buildings, only can
be applied to new buildings
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12. Difference with Competitors
No Attributes Valet Robotic Parking System Easy Parking
1 Cost of production
IDR 1.5 million - IDR 2.5 million valet
training / employee
$15.000 - $30.000 / space
IDR 3 million - IDR 5 million/100 space
IDR 500 million/100 space
2 Additional cost Insurance of $100.000 / 5 cars
Generator in case of power cut
3KW per-hour to park and retrieve car
Staff training
3 Time of production 3 months of training
Estimation of 10 – 14 months
constructions
1 - 3 months implementation
4 Maintenance
IDR 2.2million UMR Salary and bonus /
month / employee
$5.000 - $16.000 maintenance / month
or IDR 50million - IDR 160million
IDR 5-10 million a month for
maintenance and troubleshooting
5 Number of employee Approximately 10 employee 2 - 4 employee 1-2 to handle software control
6 Car retrieval waiting time 20 – 60 mins 10 – 90 minutes 5 – 10 minutes
7 Charge for customers
IDR 30.000 –IDR 50.000 (Excluding actual
parking charge)
$ 7 / hour or IDR 70.000 / hour
The same with conventional
parking (IDR 4.000 / hour)
8 Implementation Can be implemented to existing buildings Only on new buildings
Can be implemented to existing
buildings
12

13. Labor Contradiction
Reducing manual labor maybe often seen as a
negativity on the moral or humanity side, but
humans are still humans how profesional they
are, and on the investors side isn’t it better with
maximizing productivity?
Public Opinion
Egi
Business Owner
“Menurut saya ini prospek yang
bagus, pengehematan biaya
sekaligus inovasi yang baik untuk
mencoba memecahkan masalah
perparkiran yang semereawut”
Telvin
Security Guard
“Wah ini ide yang bagus mas, saya
juga ngatur nya ga repot dan ga
stress kalo ngga kebanyakan
karyawan dan bikin kerjaan saya
lebih mudah kalo ada sistem kaya
gini”
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14. ORGANIZATIONAL CHART
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PRESIDENT
DIRECTOR
R.M. ADITIYA PRABOWO
VICE PRESIDENT OF
SALES AND
MARKETING
MUTIARA SYAHADATINA
VICE PRESIDENT OF
FINANCE AND
ACCOUNTING
STANLEY IGNATIUS
VICE PRESIDENT OF
OPERATIONS
CINDY MELISSA
VICE PRESIDENT OF
RESEARCH AND
DEVELOPMENT
BAYU LAKSMANA PUTRA
MARKETING
SALES
ACCOUNTANT
FINANCE
FIT OUT STAFF
ENGINEERING
PROGRAMMER
PROGRAMMER
VICE PRESIDENT
JESSICA LINGGAR

15. Payment Option
No Contract
1
Renting the equipment and software to
parking management and get revenue streams
annually or semi-annually depends on the
contract made
2
Free maintenance service because the
maintenance fee is covered by the contract
15
After considering all the
payment options, we
think that the best
payment suited for
“Easy Parking” is by
contract

16. Balance Sheet
2013 2014 2015 2016 2017
ASSETS
Current Assets
Cash 300,000 1,000,000 2,200,000 3,500,000 4,600,000
Inventories 50,000 150,000 200,000 300,000 400,000
Prepaid Insurance 40,000 40,000 40,000 40,000 40,000
Intangible Assets
Pattent 200,000 200,000 200,000 200,000 200,000
Total Assets 590,000 1,390,000 2,640,000 4,040,000 5,240,000
LIABILITIES
Current Liabilities
Salaries Payable 210,000 400,000 500,000 650,000 1,000,000
Total Liabilities 210,000 400,000 500,000 650,000 1,000,000
EQUITY 380,000 990,000 2,140,000 3,390,000 4,240,000
Total Liabilities and Equity 590,000 1,390,000 2,640,000 4,040,000 5,240,000 *In thousand Rupiah’s
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17. Profit and Loss Statement
PROFIT AND LOSS STATEMENT *Data in Thousand rupiah Easy Parking Profit / Loss
2013 2014 2015 2016 2017 2013 -483,000
Income 2014 Rp576,000
Revenue 450,000 1,900,000 3,000,000 4,200,000 5,300,000 2015 Rp1,445,000
2016 Rp2,256,000
Expenses 2017 Rp2,700,000
Rent Expese 480000 480000 480000 480000 480000
Sallaries expense 210,000 400,000 500,000 650,000 1,000,000
Office Supplies 50,000 150,000 200,000 300,000 400,000
Repairs and Maintenance 30,000 45,000 70,000 150,000 300,000
Training 3,000 9,000 15,000 24,000 30,000
Insurance expense 40,000 40,000 40,000 40,000 40,000
Misceleanous 120,000 200,000 250,000 300,000 350,000
Total Expenses 933,000 1,324,000 1,555,000 1,944,000 2,600,000
Net Income/Loss -483,000 576,000 1,445,000 2,256,000 2,700,000
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18. Easy Parking Profit / Loss
*in thousand rupiah’s
18
2013 2014 2015 2016 2017
-483,000 Rp576,000 Rp1,445,000 Rp2,256,000 Rp2,700,000
-483,000
Rp576,000
Rp1,445,000
Rp2,256,000
Rp2,700,000
-1,000,000
-500,000
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
2013 : 3 building
2014 : 10 building
2015 : 22 building
2016 : 35 building
2017 : 46 building

19. Cash Flow Statement
*Data in Thousand
Rupiah’s
2013 2014 2015 2016 2017
OPERATING ACTIVITIES
Cash Received from customers 450,000 1,900,000 3,000,000 4,200,000 5,300,000
Cash paid for expenses 883,000 1,174,000 1,355,000 1,644,000 2,200,000
Cash paid for supplies 50,000 150,000 200,000 300,000 400,000
Net Cash From Operating Activities -483,000 576,000 1,445,000 2,256,000 2,700,000
FINANCING ACTIVITIES
Cash Received
Cash Received from investment of owner 380,000 1,300,000 2,400,000 3,000,000 2,900,000
Cash paid to owner - withdrawal 0 600,000 600,000 1,200,000 2,400,000
Net Cash from Financing Activities 380,000 700,000 1,800,000 1,800,000 500,000
Net Cash Increase (decrease) in cash held 0
cash at the beginning of the reporting period 380,000 -103,000 1,173,000 4,418,000 8,474,000
Cash at the end of the reporting period -103,000 1,173,000 4,418,000 8,474,000 11,674,000
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20. Breakeven Point
Rp780,000 Rp780,000 Rp780,000 Rp780,000 Rp780,000
Rp450,000
Rp1,900,000
Rp3,000,000
Rp4,200,000
Rp5,300,000
Rp0
Rp1,000,000
Rp2,000,000
Rp3,000,000
Rp4,000,000
Rp5,000,000
Rp6,000,000
1 2 3 4 5
BREAKEVEN POINT
Fix Cost Revenue
Fix Cost Revenue
Rp780,000 Rp450,000
Rp780,000 Rp1,900,000
Rp780,000 Rp3,000,000
Rp780,000 Rp4,200,000
Rp780,000 Rp5,300,000
*in thousand rupiah’s
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21. Key Partnership
Key Activities
Key Resources
Value
Propositions
Customer
Relationships
Channels
Customer Segments
Cost Structures Revenue Streams
• Mall and office
parking
management
• Company
• Building with
private
management
parking
• Direct to user
• Outsource
parking service
• Fast responses
• Troubleshooting
• Assistance
• Software and
hardware
• Software development
• Hardware equipment
• Parking sensor equipment
• Human resource
• Renting
• Maintenance service
• Advertising
• Easy parking software
• Touch screen
• Ticket kiosk
• Parking sensor
equipment
• IT programer
• Manufacture
parking sensor
• Maintenance and
trouble shooting
• Consultation
• Reduces salary cost
• Easy to manage
• Convenience to
customers
• Easy to use
software
• Outsourcing
parking
• Service
• Touch screen
gate entry
equipment
Supplier
• Parking sensor
component
supplier
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22. HEAD OFFICE LOCATION
AND COVERAGE
LOCATION:
Chase Plaza
Jl Jendral Sudirman Kav 21 Chase Plaza, Karet,
Setia Budi, Jakarta 12920
Phone: 021-2525004
AREA: 120 sqm
STAFF: 15 persons
PROSPECTED MALL
PROSPECTED OFFICE BUILDING
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23. Thank
You
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