Seminar Nasional
Internet & Multimedia
“ Mengupayakan Warnet menjadi
Bisnis yang sehat dan Kreatif “
By Hendry Purbonegoro
© Sept 2000
WARNET
SEBAGAI BISNIS YANG SEHAT
3 Konsep Tujuan Bisnis
 KELANGGENGAN USAHA
 PENGEMBANGAN USAHA
 KEUNTUNGAN USAHA
Hasil survei di Inggris
1.
2.
3.
Keuntungan
Pengembangan
Kelanggengan
Latar Belakang Bisnis Warnet
 Kebutuhan Akses Internet
 Daya beli masyarakat akan PC
 Peluang Bisnis
 Persaingan
Trend Warnet “Copy Cat”
 Meniru yang sudah ada, tanpa perhitungan bisnis
yang matang
 Persaingan bebas, tetapi tidak sehat
 Hanya menjual akses dan kenyamanan berakses
 Bermain harga
Bertahan dalam persaingan
 “Menjiwai” usahanya
 Profesional dalam berbisnis
 Tidak hanya menjual akses
 Kreatif dalam pengembangan usahanya
 Terapkan prinsip marketing !!!
4 Prinsip Marketing
 Prinsip 1
“Marketing is solving someone else’s problem”
 Prinsip 2
“It is not what you are selling…it is what customers are buying that’s
important”
 Prinsip 3
“In service marketing, perception is reality.
Make your products tangible, so customers know what they got. “
 Prinsip 4
“Marketing is more than promotion…
Use all five P’s for effective marketing: promotion, product, price, place,
and public/people”
Prinsip 1:
Marketing is solving customers’ problems…
 What problems are you solving for the
One-Stop’s “Warnet” business customers?
 Focus on solving problems, not providing
services…
 Sell The Benefits, Not The Features
Sell The Benefits, Not The
Features
 Features are



What the product or service is
How the product or service is made
How the product or service is funded
 Benefits are


How the product or service will solve the
problem
What problems the product or service will solve
Tips for Effective Benefit
Statements
1. Use the "so what?" test.
2. Explain what customers will gain. Also
explain what will not be lost.
3. Go for the emotional benefit as well as the
logical reasons.
4. Use short, easy to understand words.
Prinsip 2 :
What Customers Are Buying Is Important…
Four Key Points
1. The sales question is what are you selling…
2. The marketing question is what are customers
buying…what do they want…
3. Customer satisfaction is selling what customers
are buying…
4. Effective marketing ensures a mutual exchange
of value…
Prinsip 3 :
Perception Is Reality…
Understand that when you are marketing intangibles and
services, the product is what you say it is.
When you sell intangibles...





You must tell customers what they will get.
You must tell customers they are getting it.
You must tell customers they got it.
You must develop tangibles or customers will
not know what services they got.
Seek tangibility by...





Putting it in writing
Delivering products that reflect process steps
Naming the savings (e.g., time, money)
Reporting progress frequently and maintaining
contact
Asking customers to share their satisfaction with
Your services
Since services are intangible, words (written and spoken)
give shape and tangibility to Your products and services.
Specifically, you must
a. Tell customers what they are going to get!


Entice them to choose to use your services.
There are two risks here:


(1) Under-statement of services. Services don’t appeal to
customers.
(2) Over-statement of services. Customers’ expectations are so
high that even if they receive great service they’ll be
disappointed.
b. Tell customers that they are getting it!


Continually remind customers of the value of the
One-Stop service.
Many times after customers begin to use a service
they hit the inevitable roadblock. Unless you remind
them of the value of the service they are getting, they
might forget why they wanted the service.
c. Tell customers that they got it!

Customers rapidly forget what was received. Remind
them of the value of the service they received.
Prinsip 4 :
Marketing Is More Than "Promotion"
The Five Ps of Marketing are
l. Public - Whose problem is solved?

One market, many segments, many solutions
2. Product - What is the solution?

Packaging the product to meet the customers’ needs



What Are you Selling ? Are you selling what customers are buying ?
Offering customers specific services
Stating the results
3. Price - How much for what?


Cost: ---Lower them
Value: Show the worth---Increase it
4. Place - Where, when, and how buy?


Making it easy to buy
Asking at the right time
5. Promotion - Why buy?
- Selling the benefits; tailoring the benefits
- Repeating a variety of marketing methods
- Showing how the customers’ problem will be solved
- Building credibility and rapport
Warnet sebagai bisnis yang
SEHAT
Kembali ke 3 point tujuan usaha/bisnis
 PROFITABLE
 Berkembang ( Development )
 Langgeng
WARNET
SEBAGAI BISNIS YANG KREATIF
Sifat umum Usaha Warnet
saat ini
Buka warnet jika memiliki
 Lokasi
 Koneksi
 Manajemen + modal
Sifatnya statis …. Itu-itu saja


Padahal warnet memiliki potensi yang lebih dan sifat
unik yang berbeda satu dengan yang lainnya juga
berbeda dari wartel
Tanpa kreatifitas maka warnet yang “bergaya wartel”
akan mati !!!
Yang dimiliki Warnet
 Komputer PC multiguna
 Koneksi ke JALUR KOMUNIKASI/Internet
 Ruangan yang memadai
What we could do with
what we have ??
 With WHAT WE HAVE, not with
WHAT IF WE HAVE ?
Baru setelah optimalisasi, kita melangkah ke
IF………
Paradigma Lama
BUANG PARADIGMA LAMA
 Warnet yang hanya menjual akses plus
 Hanya memiliki satu produk
 Sifatnya statis tidak adanya sifat komunitas
Paradigma Baru
 Warnet yang tidak hanya menjual akses
 Ciptakan komunitas
 Buat sifat unik yang hanya ada di warnet
anda
 Kembangkan produk yang menjawab
kebutuhan ( MUDAH, MURAH, CEPAT )
 Beri nilai tambah !!!
Warnet bisa dibawa kemana ?
 Warnet sebagai Usaha JASA INFORMASI
 Warnet sebagai tempat Komunikasi alternatif
 Warnet Sebagai Titik Penjualan
 Warnet Sebagai Titik Pembelian
 Warnet Sebagai tempat Pelatihan
 Warnet Sebagai tempat “Hiburan”
 etc
Warnet sebagai bisnis yang
KREATIF
 Sifat warnet yang
“customer lokal wawasan global”.
 Terhubung ke internet yang tidak terbatas,
memungkinkan kemungkinan pengembangan
warnet yang tidak terbatas
 BATASANNYA ADALAH IDE KREATIF
KITA !!!
Penutup
 Sisi warnet sebagai bisnis yang bersifat tidak
terbatas perkembangannya.
 Seringkali kita lah yang membatasinya
JUST DO IT !
Terimakasih atas perhatiannya
Hendry Purbonegoro
© Sept 2000