Rencana Bisnis Toko Daging Ayam dan Sapi

Istiqomah Nur Afifah, Bayu Sutikno, S.E., M.S.M., Ph.D.

2026 | Tesis | S2 Manajemen

Sektor peternakan merupakan pilar ketahanan pangan nasional, namun masih menghadapi kesenjangan antara kebutuhan rumah tangga di Kabupaten Sleman akan daging ayam dan sapi yang terjangkau, bersih, halal, dan berkualitas konsisten, dengan kondisi pasar yang masih menghadirkan ketidakpastian mutu serta pengalaman belanja yang belum praktis bagi ritme rumah tangga modern. Penelitian ini bertujuan untuk menyusun rencana bisnis toko daging ayam dan sapi sebagai solusi pemenuhan kebutuhan rumah tangga di kawasan perumahan Kabupaten Sleman, serta menguji kelayakan bisnis tersebut dari aspek finansial.

Penelitian menggunakan desain kualitatif yang didukung analisis kuantitatif. Data primer dikumpulkan melalui wawancara mendalam kepada calon pelanggan potensial dan pemilik toko daging berpengalaman, serta survei kepada responden yang memenuhi kriteria sebagai konsumen daging segar di wilayah Sleman. Model bisnis dirancang melalui kerangka Peta Empati untuk memahami persepsi, kebutuhan, dan harapan konsumen, kemudian diintegrasikan ke dalam Kanvas Model Bisnis guna memetakan komponen-komponen strategis usaha secara komprehensif. Rencana pemasaran disusun melalui pendekatan Segmentation, Targeting, dan Positioning, sementara rencana operasi, sumber daya manusia, dan keuangan dirancang untuk mendukung keberlangsungan usaha secara menyeluruh. Kelayakan finansial diuji menggunakan indikator Net Present Value, Internal Rate of Return, dan Payback Period pada tiga skenario proyeksi, yaitu optimis, normal, dan pesimis, untuk menilai resiliensi usaha terhadap dinamika harga komoditas dan kondisi pasar yang berubah-ubah.

Hasil penelitian menunjukkan bahwa calon pelanggan menginginkan toko daging dengan produk berkualitas, harga terjangkau, lokasi mudah dijangkau, serta ketersediaan berbagai produk dalam satu lokasi yang bersih dan higienis. Temuan ini menjadi landasan dalam merancang proposisi nilai berupa daging segar yang halal, higienis, dilengkapi layanan potongan sesuai permintaan (custom cut), serta kemitraan langsung dengan Rumah Potong Hewan resmi dan peternak lokal untuk menjamin keberlanjutan pasokan. Hasil analisis kelayakan usaha pada ketiga skenario proyeksi menunjukkan bahwa rencana bisnis ini layak untuk dijalankan, dengan seluruh indikator finansial menunjukkan hasil yang positif dan periode pengembalian modal yang relatif singkat dalam berbagai kondisi pasar.

Penelitian ini memberikan kontribusi akademik pada kajian kewirausahaan dan inovasi ritel daging melalui integrasi kerangka Peta Empati dan Kanvas Model Bisnis, sekaligus menghasilkan rancangan praktis yang dapat menjadi pedoman implementasi bagi peneliti maupun pelaku usaha lain yang berminat mengembangkan bisnis ritel daging berbasis kebutuhan konsumen rumah tangga.

The livestock sector serves as a pillar of national food security, yet a gap persists between household demand in Sleman Regency for affordable, clean, halal, and consistently quality chicken and beef, and current market conditions that frequently present quality uncertainty alongside a shopping experience insufficiently practical for the rhythm of modern households. This study aims to develop a business plan for a chicken and beef retail store as a solution to household needs in residential areas of Sleman Regency, and to assess the financial feasibility of the proposed business.

The study employed a qualitative research design supported by quantitative analysis. Primary data were collected through in-depth interviews with prospective customers and experienced meat shop owners, as well as a survey of respondents who met the criteria as fresh meat consumers in the Sleman area. The business model was designed using the Empathy Map framework to understand consumer perceptions, needs, and expectations, which was then integrated into the Business Model Canvas to comprehensively map the strategic components of the business. The marketing plan was developed through a Segmentation, Targeting, and Positioning approach, while the operations, human resource, and financial plans were designed to support the overall sustainability of the business. Financial feasibility was tested using Net Present Value, Internal Rate of Return, and Payback Period indicators across three projection scenarios, namely optimistic, normal, and pessimistic, to assess the business's resilience to commodity price dynamics and fluctuating market conditions.

The results indicate that prospective customers desire a meat shop offering quality products, affordable prices, an easily accessible location, and the availability of various products in a single, clean, and hygienic location. These findings formed the basis for designing a value proposition consisting of fresh, halal, and hygienic meat, complemented by custom-cut services, and direct partnerships with licensed slaughterhouses and local farmers to ensure supply continuity. The business feasibility analysis across the three projection scenarios indicates that this business plan is feasible to implement, with all financial indicators showing positive results and a relatively short payback period under various market conditions.

This research contributes academically to the study of entrepreneurship and meat retail innovation through the integration of the Empathy Map and Business Model Canvas frameworks, while also producing a practical design that can serve as an implementation guideline for the researcher and other business actors interested in developing meat retail businesses based on household consumer needs.

Kata Kunci : rencana bisnis, toko daging, peta empati, kanvas model bisnis, kelayakan finansial