MARKETING STRATEGY IN STARTUP BUSINESS OF HOUSEKEEPER PROVIDER

Generally, housekeepers are poor rural women whose education is very limited to Primary School (SD) or even are not educated. There are a few of them who graduate from Junior High School (SMP), even graduate from Senior High School (SMA). The limitation in education makes the housekeepers carry out only routine work, especially in the household. The following analysis is conducted to find marketing strategy at startup business of housekeeper provider at PT. Citra Insan Terampil. The analysis of the research uses strategic management. The process of strategic management consists of three stages: strategy formulation, strategy implementation, and strategy evaluation. PT. Citra Insan Terampil is a professional certified, adaptable, and integrity housekeeper provider. To get a qualified housekeeper, PT. Citra Insan Terampil recruits the prospective housekeeper, trains the housekeeper, certifies to the housekeeper who has graduated from training, markets the housekeeper, distributes and conducts gradual evaluation in the after sales.

In Indonesia, during the colonial period of Dutch, housekeepers are called baboe (read as "babu"); the term is frequently used as a negative connotation term for this job. Housekeeper is considered as low / dishonorable jobs in the eyes of the people up to this day. Household keeper or domestic worker or household assistant or often called as housekeeper is a person who provides the services (especially physical services) to complete household works at the will of his / her employer and to receive wages based on mutual agreement. Generally, housekeepers are poor rural women whose education is very limited to Primary School (SD) or even are not educated. There are a few of them who graduate from Junior High School (SMP), even graduate from Senior High School (SMA). The limitation in education makes the housekeepers carry out only routine work, especially in the household.
In some countries, due to the high economic gap and the lack of job opportunities, an 'urban middle-class' family can employ "lifelong housekeeper". Some countries bringing in the housekeepers from abroad are countries in the Middle East, Hong Kong, Singapore, Malaysia, and Taiwan. The main sources of housekeepers include Philippines, Thailand, Indonesia, Sri Lanka, and Ethiopia, (Parreñas, 2000). Particularly, Taiwan brings in domestic workers from Vietnam and Mongolia. The current phenomenon of the day is the difficulty in finding a housekeeper who is willing to work in the origin country and also the one that matches with his / her employer (Anderson, 2007). It is because today's housekeepers prefer to work as Women Workers (TKW) who are sent abroad rather than working domestically because housekeepers who work as migrant workers are considered more dignified by the people than domestic housekeepers, Heyzer and Wee, 994). In addition, up to now, housekeepers working domestically are still considered as low / dishonorable jobs in the eyes of the people. It is not the people's mistake to consider that way, because the housekeepers are not equipped with knowledge and cognition and training by the intermediaries (brokers), foundation or Course and Training Agency (LKP) of housekeeper provider who will be referred to housekeeper provider. In addition to the assumption that Women Workers (TKW) is more dignified, Women Workers (TKW) also get more attention to their rights such as getting more leave and salary than domestic housekeepers. Actually, the salary earned by TKW does not feel great if it is spent in the country they work. However, Rupiah currency rate is lower than the foreign currency, for example, Singapore has a ratio of SGD 1 = IDR 9.500 in which will make the salary received by the housekeeper feels great if they are changed into IDR.
The difficulty IN finding domestic housekeeper is not only caused by the things described above, it is also because of the game between the foundation or Course and Training Agency (LKP) of housekeeper provider with the employed housekeeper. The game happening there is that the housekeepers will be taught by the foundation or Course and Training Agency (LKP) of housekeeper provider to request to quit when the warranty period runs out. The administrative cost of taking a housekeeper from an intermediary (brokers) is between IDR 600.000 to IDR 1.000.000 and there is no guarantee of housekeeper replacement if they are not suitable or the housekeeper asks to quit because they are not comfortable or with other reasons such as children / parents who are sick, parents who are dead, etc. The initial salary of a housekeeper taken from an intermediary (brokers) ranges from IDR 1.000.000 to IDR 1.300.000.
Administrative costs of taking a housekeeper at the foundation or Course and Training Agency (LKP) of housekeeper provider ranges from IDR 2.500.000 to IDR 3.000.000 with a warranty period of 3 (three) months when there is no match between the housekeepers and the employers. The replacement of the housekeepers ranges from 1 (one) to 3 (three) replacements depending on the policy of each foundation or Course and Training Agency (LKP) of housekeeper provider that is adjusted to the administrative cost incurred by the prospective employer. The initial salary ranges from IDR 1.500.000 to IDR 1.800.000 depending on the experience of each housekeeper which will be received by the housekeeper. The specified minimum salary will earn a housekeeper with the quality of minimum 1 (one) year work experience. However, this cannot be accounted for because there is no certificate or work reference from the previous employer. Not only the prospective employers who are charged administrative fees, the housekeepers are also charged an administrative fee with the amount of ½ (half) -1 (one) month salary where the employer must pay for it to the related foundation or Course and Training Agency (LKP).
Bad game between the housekeeper and the foundation or Course and Training Agency (LKP) is usually done by teaching and ordering the housekeeper to quit after the warranty period ends (Heyzer, Nijeholt, and Weerakoon, 1994). This quit request usually ranges between 4 (four) -6 (six) months after work, for various reasons such as children / parents who are sick / dead, husbands who do not allow them because of the pets (usually dogs), etc. It is carried out for the reason of an employer who really needs a housekeeper will willingly reissue the administrative costs to take another housekeeper, (Moors, 2003). The administrative fee is an advantage for the foundation or Course and Training Agency (LKP) and the intermediaries (brokers) who deliver the housekeepers to the foundation or Course and Training Agency (LKP). The difficulty in finding domestic housekeeper is also because today's domestic housekeepers prefer the type of work to be done and do not want to tire. Today's domestic housekeepers tend to be together with their friends or villagers. Various reasons are expressed such as a fear for having never worked before, the house that is too big, too much work, and so on. Housekeepers who choose the type of work are not supported by the work performance and quality of the housekeeper itself, so there is a lot of unsuitable between the employers and the housekeepers so that employers find it difficult to look for appropriate housekeepers (Silvey, 2006).
The analysis of the research uses strategic management. According to David (2009), the strategic management process consists of three stages: strategy formulation, strategy implementation, and strategy evaluation. Strategy formulation includes developing vision and mission, identifying external opportunities and threats, determining internal strengths and weaknesses, establishing long-term goals, formulating strategic alternatives, and selecting specific strategies to be implemented (McLeod and Schell, 2004). Strategy implementation requires companies to set annual goals, create policies, motivate employees, and allocate resources so that strategies that have been formulated can be run. Strategy implementation includes developing cultures and supporting the strategies, creating effective organizational structures and directing marketing efforts, preparing budgets, developing and empowering information systems, and linking (Thoyib, 2005).

Analysis of Market Attractiveness
namely market forces, competitive analysis of market attractiveness of PT. Citra Insan Terampil.

Figure
There are three factors growth, and buyer power, (Chen market forces is market size demographic data of Panongan population of 92,851 inhabitants. Currently, there are approximately houses that have been occupied There is a market potential number of houses that do not housekeepers is 50%, so that incompatible with the employed couples age 24-35 years (1045 Buyer power is also high the market. It is because the market size and buyer power housekeeper in the market continues need a housekeeper to do the Mazzarotto, 2008). Market growth can be seen from the construction Factors affecting competitive Price rivalry is not very influential, are still affordable for the upper effect because there is no housekeeper is due to the low integrity conducting their business, so employers. Qualified housekeepers who get training that is in considerable cost and capital, Substitutes have moderate maid, go-clean and daycare. office buildings and house housekeeping services that include and tidying up the room for various rooms. In addition, Go-clean provides RJOAS,12(72), December 2017 44 linking employee performance to organizational

RESULTS AND DISCUSSION
Attractiveness. There are three dimensions affecting competitive intensity, and market access, (Gewirtz attractiveness is useful to see how attractive market that  (1045 houses). high as it is viewed from the need for a housekeeper the housewives have to work outside the home power, market growth factor is also very influential, continues to increase because many newly married the household works and take care of the growth is also attributable to the growing sales construction of new clusters in Citra Raya housing.
competitive intensity are price rivalry, ease of entry, influential, since admin fees and the nominal of housekeeper upper middle class, (Góis, 2005). Ease of entry housekeeper provider that produces high quality of housekeeper in unprofessional housekeeper so that the housekeepers may be asked housekeepers produced by PT. Citra Insan Terampil accordance with existing competence. The capital, so the barrier to entry into the business is also moderate significance, due to the replacement services daycare. Go-maid provides cleaning services of houses, house stores. The primary services of Go-clean include sweeping, mopping, dust cleaning, various types of housing such as houses, apartments provides a variety of additional services for your organizational performance affecting market appeal (Gewirtz et al., 1995). The that will be the target market size, market value in influencing high weight based on 3,500.94 ha, with a Housing is 2,760 ha.
1,800 units of shop 60,000 inhabitants. houses), of which the that already have the houses) that are 58.5% of them are housekeeper is so large in home. In addition to influential, the need for married couples will baby (Inderst and sales of new homes. It entry, and substitutes. housekeeper salaries entry has no significant quality housekeeper. It housekeeper provider in asked to quit by their Terampil are housekeepers The training requires also high. services such as gohouses, apartments, clean are offering bathroom cleaning apartments or boarding your household and business cleaning needs, such and refrigerators, and ironing Go-clean, Go-maid and daycare's service is very limited in time. again and pay for the cost again Market access is influenced access, and sales requirements, Terampil knows the market's market has not known the quality of housekeeper produced by access for the service industry because the market demand candidates is also high. Sales not being recognized by the public, the analysis conducted with the market, it can be seen that the competitive intensity and market that the most influencing factor Analysis of Competitive knowledge is also required in housekeeper provider in term the suitability between the benefits Citra Insan Terampil is a company advantage cannot be proven. competitive advantage of the competitive advantage are advantage, (Noe et al., 2003). the competitive advantage in the Figure Service quality is demonstrated company's service to customer integrity and quality of the housekeepers the customer / prospective employer. optimally with the ability that company also provides services performing sudden inspections once every two months in the survey team will inquire about customer criteria or not. Customers is considered not to meet the housekeeper in accordance with the warranty period will start image, the company is still a new quality of housekeeper produced RJOAS,12(72), December 2017 45 such as washing dishes, cleaning cabinets, kitchen and folding clothes. It has medium level of daycare's workers do not stay in the customer's . When the customers need the service, they again and it takes time to wait for the housekeeper influenced by three things, namely customer familiarity, rements, (Gelos et al., 2011). In customer familiarity, market's need for the quality of the housekeeper quality of housekeeper produced by the company. PT. Citra Insan Terampil will contribute to the industry of housekeeper provider is also considered demand for housekeepers is so high that the need Sales requirement is also quite attractive, because public, so that the approach to sales to customers the observations and surveys affecting the attractiveness the market forces have the greatest weight market access. Therefore, the company can draw factor of the attractiveness of market objectivity is Competitive Advantage. In addition to knowing the market the competition between the competitors in term of competitive advantage. Therefore, it is need benefits of the company with the existing market company in the stage of new entry, so the n. Therefore, this measurement will lead more the company. Three dimensions affecting differentiation advantage, cost advantage, 2003). The following is the analysis of the three dimensions the service industry of housekeeper provider housekeepers, the company will conduct a preliminary employer. It is conducted so that the housekeepers that is in accordance with the customer criteria. services by inspecting the work of housekeepers inspections once every two weeks in the first, second the fourth to the twelfth month. At the time of about the quality of housekeeper whether it is in Customers get an additional free trial for a month the criteria, in which the company subsequently with customer criteria. In order to increase customer start from the replacement of the housekeeper new business actor, so there are not many customers produced by the company. By the customer satisfactory kitchen sets, stoves of influence because 's house so that the they too have to order housekeeper to come. familiarity, channel familiarity, PT. Citra Insan housekeeper, even though the company. The high quality the market. Channel considered attractive, need for housekeeper because the company has customers is needed. By attractiveness of this value compared to draw the conclusion is market forces. market attractiveness, in service industry of needed to measure market segment. PT. the real competitive more to the potential affecting the company's advantage, and marketing dimensions affecting provider.
housekeepers and the 2004). To maintain the preliminary survey to housekeepers can work criteria. In addition, the housekeepers with customers by second and third months, the inspection, the in accordance to the month if the housekeeper subsequently replaces the customer satisfaction, housekeeper. In term of brand customers know the satisfactory service, the satisfied customers may inform their colleagues or family about the quality of housekeeper produced by the company.
The unit cost factor makes the price offered by the company to be higher, so it does not have an effect because there is no service industry of housekeeper provider that produces the same housekeeper product. This is due to 1) the cost of housekeeper training; 2) the cost of daily living during the training period; 3) the cost of the survey to the customer's house in which is conducted for once every two weeks in the first, second and third months, once every two months in the fourth to the twelfth month (Barney, 2014). There is a transaction cost that slightly affects the sale price of a housekeeper. The transaction cost consists of delivery costs of the housekeeper to the customer's home and the cost of preliminary survey. Marketing expense is an important factor because PT. Citra Insan Terampil has not being recognized by the public, so companies must carry out the housekeeper marketing. Marketing conducted in the early stages is 1) providing samples of housekeeper to the prospective customers for one week. It is conducted to introduce a relatively new product to the prospective customer; 2) building a network by organizing social gathering, recitation and mothers who are waiting for their children to come home from school, in kindergarten or elementary school. This activity is conducted by the aim of prospective customers will be easier to approach because they have already known the mothers in the group; 3) marketing is conducted by holding seminars for free once a month for one year; 4) providing an additional month's warranty period if the housekeeper is considered as unqualified; 5) conducting the marketing through the internet which is one of the media to introduce themselves and the housekeeper products. The virtual world is easier to access so it is more visible to many people or prospective customers; 6) conducting the marketing by distributing brochures to kid's playground and kid's hospital especially in Mother and Child Hospital (RSIA).
In term of Marketing Advantage, PT. Citra Insan Terampil still has a very small level of advantage. The factors affecting Marketing Advantage, namely Market Share, Brand Awareness, and Distribution, the three are still not able to outperform and compete with the previous competitors who have been conducting their business in the housekeeper service provider. So far, the market perception of the housekeeper is merely a helper who does not require a certificate. The market has not yet understands that by having a certificate, it will be easier for the housekeepers to do their work without having to be trained by the customers and it will be easier for the customers because they do not have to train them again. In its distribution, there are constraints in obtaining housekeeper from PT. Citra Insan Terampil; it is stock out. It is because the housekeeper candidates are difficult to obtain because of limited resources, the housekeepers are all taken, the limited space in which there are not enough housekeepers to be accommodated, the rigorous screening of housekeeper candidates, and the length of housekeeper training process so that housekeeper candidates cannot enter due to the limited space.
Core offensive strategy that will be used is improve-position, in which conducting intensive marketing to increase or strengthen the company position in the service market of housekeeper provider. One of the efforts that will be conducted by marketing is to do digital marketing and chatbot. One effort made by the sales force is to build relationships or networks by organizing social gathering, recitation and creating a virtual group using the WhatsApp or Blackberry Messenger application whose members are prospective employers. This virtual group is useful for providing information on housekeeper; training information provided by the company to improve the quality of the available housekeeper, customer reviews derived from customer responses to questions about the satisfaction with the quality of the housekeepers. Customer review is obtained through customer satisfaction survey conducted by email, phone, and application. Customer satisfaction survey by phone / email will be conducted regularly once a month for one year.
Six Market Models. Payne et al. (1998) suggest six market models that explain how to foster the marketing relationship with others.
Suppliers markets of PT. Citra Insan Terampil are the village headman, community leader, housekeeper providers, IT experts, permanent teachers, non-permanent teachers and sales staffs. The alliance services of PT. Citra Insan Terampil of the second stage.
The recruitment market empathy and skill. Reliable teachers produce certified housekeeper Sales force is a strong revenue because the sales keep the relationship the success of a company. consists of three sales people, and part-time marketers. The continuously develop the skills activities. Sales people must knowledge of the product, the sales effectiveness drivers that sales effectiveness drivers: definers, Customer markets include customer is a family that belongs while secondary customer is marketing framework: Market segmentation is groups in terms of interests, purchasing There are three kinds of market business market segmentation, will choose business market housekeepers nationwide. However, of housekeeper needs compared of housekeeper provider. Segmentation income and age. Based on the above seven million. The age mother with age 24-35 years.
Targeting is the process service so that it really is in identified market segment opportunities, RJOAS,12(72), December 2017 47 alliance market is a housekeeper distributor that Terampil. The alliance market will be implemented is a market that produces housekeeper with teachers will be hired to train the housekeeper housekeeper professionals. revenue motivator and the most important asset relationship between customers and the company Sales force structure of PT. Citra Insan people, namely marketing & sales head, marketing existing sales people must be effective in setting skills and abilities, so that they can produce must have up-to-date skills and abilities, the the customers and the competitors. In the sales that keep the sales people to work effectively. definers, shapers, enlighteners, exciters and controllers. include primary customers and secondary customers. belongs to family category with middle and upper the housekeeper. PT. Citra Insan Terampil an attempt to segregate markets in heterogeneous purchasing power, geography, purchasing behavior market segment divisions: consumer market segmentation, and effective market segmentation. PT. Citra segmentation. Segmentation geographically However, based on the level of need, Java has compared to other regions so it is a good market for Segmentation demographically divides the customer the income level, the target is customer whose age targets are those mothers or women who Terampil currently marketing staff, sales staff setting the time and produce qualified sales right attitude, the sales force there are effectively. There are five controllers. customers. Primary upper class economy, Terampil has the following heterogeneous purchasing behavior and lifestyle. market segmentation, Citra Insan Terampil geographically sees the need for has the highest level for service industries customer by the level of whose family income who just became a services or the best Once a company has segments to decide which segment is the target market. In evaluating different market segments, a company should look at two factors: the overall market attractiveness and company goals and resources. The 4C framework (The 4Cs framework) is used effectively in decision making. This framework is a tool for developing thought, helping to create a systematic and flexible tool for identifying specific problems, assessing the competition, and formulating the consequences of the solution. Based on the Case Interview Guide results, it can be concluded that housekeepers is needed because it can run the wheels of the household well. There is a preliminary survey before a housekeeper is placed in order to create a moral attachment between the customers and the housekeeper, and to ensure that the housekeeper is suitable and the customer is satisfied by giving free of charge of housekeeper service for a week. After determining the marketing target, the company must then determine the positioning of products that is going to be marketed. Positioning is a way to try to instill a product image in the minds of customers with unique characteristics that customers can differentiate from other products. Positioning determines the existence of brands, products and companies in the minds of customers. There are two important things of the brand: the brand is the identity and the control of the market. Brand is a sign in the forms of image, name, word, letters, numbers, and arrangement of colors or combinations of these elements. It is used as a basis for differentiation in goods and services trading activities.
In conducting promotional strategies, the most important decision for a company is to determine the right mix of promotions that can generate effective sales. Some ways that a company can have for promotion are: direct marketing, public relations and advertising. Direct marketing is direct communication to the target consumer by using telephone, mail, fax, email and other communication tools to communicate the product / service directly. Direct marketing can use mail, email, facsimile, telephone, and other non-personal interfaces. Organizing social gathering, recitation and gathering of mothers who are waiting for their children to come home from school at kindergarten or elementary school, are called as direct marketing as well.
The advantage of direct marketing for a company is that the company can specialize based on the target group, in which the target group is a prospective mother or housewife who is in the upper middle social class. A company can make offers and strategies that cannot be seen by the competitors and get direct response from the customers in order to produce better housekeepers.
The important thing of print ads -aimed at the customers -is to give information and description about the impression obtained when using housekeeper from PT. Citra Insan Terampil. In following figure, it can be seen the use of rational appeal and emotional appeal; rational appeal is shown by the information on the housekeeper in terms of quality to the level of intelligence. Emotional appeal is shown by a picture of smiling family members when they are entering the house. Advertising using print that are commonly read by housewives determine the decision in finding magazines and tabloids are Nakita, of magazines and online tabloid years -35 years. Magazine agency and the cost is in accordance will always be monitored and Terampil. Marketing through distributed to Mother and Child of brochure content will be likened PT. Citra Insan Terampil information on housekeeper preparation schedule of ready customer satisfaction survey. information to customers and housekeepers and supply certainty, expand the scope of the company. inquiries. Promotions will also Optimization), SEM (Search Engine Media Optimization), (Chandler SEO (Search Engine Optimization) website or a web page in natural advertisement search, or organic good for long term investment The website creator will conducted based on the keywords If the report is considered less page of the site search, then tools.
SEM (Search Engine Marketing) position on search engine results paid promotion method to increase Google, Bing, Yahoo and others to search for something, SEM that are part of SEM are paid combined with SEO to provide ads is planned in online magazines and tabloids housewives both career and non-career women finding housekeeper provider to get the right Nakita, Ayahbunda, Mother and Baby Indonesia. tabloid is based on the readers who are career housewives Magazine print ads will be done by a reputable and accordance with PT. Citra Insan Terampil. The process and based on the terms of reference provided advertising will also be done using brochures Child Hospital (RSIA), kindergarten, and kid's playground.
likened to the print ads. Terampil has a website (www.citrainsanterampil.com) level, company service facility, tracking, ready-to-work housekeepers and company act survey. This medium is chosen because it can and can form the image of the company certainty, (Armstrong et al., 2015). This electronic company. This website is expected to obtain also be conducted in digital marketing using SEO Engine Marketing), SMM (Social Media Marketing), (Chandler and Munday, 2016).
Optimization) is a process for influencing the natural search results (often referred to as non organic search) from a search engine, (Shih et investment because it is free so it can save company budget. will provide a report of the results of the optimization keywords that have been entered into the company's less than optimal due to the company's website then the marketing staff will re-search popular keywords Marketing) is one way of promoting a website results (SERP) mainly through paid ads. SEM is increase the visibility of your website on search others (Sen, 2005). But since the majority of users SEM is often interpreted as AdWords. Some advertising search ads and CPC / CPM advertising. Generally, provide better results on search results.  optimization that is company's website page. website is not on the first keywords using the website by improving its is better known as a search engines like users only use Google advertising methods Generally, SEM is also Ad account creator creates an online payment account then enters the funds. The company allocates a certain amount of funds per month. Then, ad account creator creates small text ad and search for keywords that are popular. Then ad account creator determines the amount of price that the company should pay when the user clicks a small text ad (PPC system = Pay Per Click), (Zuili, 2007). When a user uses the Google site search engine by entering the word "helper" and clicking the search button, the search results will appear on the first page.
In addition, the company also uses SMO (Social Media Optimization) to improve the visibility of social media profiles of the company, social networking activities of the company and published content so that it will be easily found by the customers who are looking for information related to company content. SMO helps drive the traffic to a website or blog, making it easier for other customers to share with their customers' circles, building communities around company brands and helping the search engines to index social media profiles, social activities and making it easier for blog posting (Peng and Sun, 2012).  Chatterbot / chatbot is a computer program designed to stimulate intellectual conversation of one or more humans in both audio and text, (Shawar and Atwell, 2007). The purpose of chatbot is to provide online assistance, personal service, or information acquisition. In this case, it is agent.
There are two categories customer sources. In the customer marketing for housekeeper of Non-customer source is a satisfied Citra Insan Terampil. Non-customer marketing strategy.
Influence markets that play village headman, community housekeeper candidates to maintained so that the supply leaders and village headmen village headmen do not approve to reject the existence of the demo that will scare the prospective Internal markets are housekeepers. Employee commitment and run well, (Rugman, 2006 to see the function of the program as a type Figure 9 -Process of Chatbot categories of referral market sources, namely customer customer source, consciously or not, the satisfied of PT. Citra Insan Terampil (positive word satisfied housekeeper distributor to the training customer sources will be obtained in the play a role in the sustainability of PT. Citra Insan community leaders and agents. Agents play a the company. Good relations with the supply of housekeeper candidates will be continuous play a role for the company because if com approve the company's business, they can influence company (Ismail 1999). This rejection can prospective customers to come to the company. the entire staff of PT. Skilled Insan Terampil commitment to the company will make the company 2006). Employee commitment is performed sales staffs and the housekeepers in order Resources and the operations should have programs all staffs and the housekeepers. Terampil and the company grow rapidly by having internal to create customer programs to improve the obtained from the net expense. This value is a calculation involves the total marketing costs incurred for Integrated Marketing Communication, bonuses that need to be spent and others. The following is the total cost of marketing activities: Based on the cost of marketing activities, the calculation of net marketing contribution of PT. Skilled Insan Terampil is as follows:

CONCLUSION
PT. Citra Insan Terampil is a professional, certified, adaptable, and integrity housekeeper service provider. To get qualified housekeepers, PT. Citra Insan Terampil recruits the prospective housekeepers, trains housekeepers, certifies to the housekeepers who have graduated from training, markets the housekeepers, distributes and conducts gradual evaluation after sales. This business is very interesting because to run this business, PT. Citra Insan Terampil requires an initial capital of IDR 300,000,000 in which all capital is obtained from its founder. This business reaches the payback period within 11 months with the level of ROI (Return of Investment) of 53% which is much larger than the current market interest rate; 6-7% / year. This business also has a low risk level, because it has been tested with sensitivity analysis; if there is a decrease of sales by 10% / year or increment of commission and recruitment cost by 30%, discount factor of 10% still generate positive profit. The dividend distribution is performed annually at 20-30% depending on the profits earned by the company.