DEVELOPING NEW BUSINESS MODEL OF PRIMA FAMILY HEALTH CLUB

Sabrina Marliemna, Nurul Indarti, Sivilokonom, Cand. Merc., Ph.D.

2013 | Tesis | S2 Magister Manajemen

Terdapat beberapa isu kesehatan yang terjadi di Indonesia termasuk di Provinsi DIY. Orang Asia memiliki resiko diabet mellitus lebih tinggi dibandingkan dengan orang Barat karena orang Asia mengkonsumsi nasi putih lebih banyak dibandingkan dengan orang Barat. Penyakit jantung adalah pembunuh noror satu di Indonesia, dan stroke adalah penyebab cacat nomor satu di Indonesia. Penyakit jantung dan stroke juga menjadi pembunuh nomor satu di Provinsi DIY dan tingkat obesitas pada anak meningkat 7% setiap tahun. Kondisi ini dapat menjadi suau kesempatan yang baik untuk mendirikan beberapa bisnis yang berkaitan dengan isu kesehatan seperti bisnis health club. Tujuan utama penelitan ini adalah untuk mengembangkan suatu model bisnis health club yang baru, yaitu Prima Familiy Health Club. Dalam mengembangkan model bisnis Prima Family Health Club yang baru, penulis menganalisa bisnis yang telah ada. Penulis memilih Santika Health Club untuk dianalisa. Perancangan model bisnis yang baru dilakukan dengan cara focus group discussion, menentukan nine building blocks kemudian menyusun business model canvas. Bisnis health club tidak rumit karena tidak membutuhkan pembelian barang untuk dijual secara terus menerus. Bisnis health club hanya melakukan investasi awal dengan cara penyediaan tempat, peralatan dan fasilitas. Kemudian menyewakan tempat, peralatan dan fasilitas melalui jasa keanggotaan. Bisnis health club juga dapat dikembangkan ke jenis bisnis lainnya seperti toko peralatan olah raga, rumah makan makanan sehat, salon dan spa dan slimming center. Berdasarkan perhitungan pengembalian modal, Prima Family Health Club merupakan suatu bisnis yang baik untuk direalisasikan.

There are several health issue happened in Indonesia including in the DIY Province. The Asian people are at high risk for diabetes mellitus than west people because Asian people tend to have white rice intake is much higher than west people. The heart disease is the first killer disease in Indonesia, and stroke is the first cause of disability in Indonesia. The heart disease and stroke also became the first killer in the DIY Province and the level of obesity in children is increased by 7% every year. These conditions can be a good opportunity to establish several businesses that related with health issues such as health club business. The main purpose of research is to develop a new business model of health club, namely Prima Family Health Club. In developing a new business model of Prima Family Health Club, the writer analyzes the existing business. The writer chooses Santika Health Club to be analyzed. Designing a new business model is conducted through focus group discussion, determines the nine building blocks then constructs the business model canvas. The health club business is not complicated because it does not require the purchase of goods for sale continuously. The health club business only conducts initial investment by providing place, equipment, and facility. Then they rent the place, equipment, and facility through the membership service. The health club business is also can be expanded to the other types of business like sport equipment store, health food restaurant, salon and spa, and slimming center. Based on the calculation of Break Event Point (BEP), Prima Family Health Club is a good business to be realized.

Kata Kunci : isu kesehatan, Provinsi DIY, focus group discussion, nine building blocks, business model canvas, pengembalian modal