This Group Field Project has taken up a project in setting up a startup business using
mobile application as the platform.
The year on year increase of internet users in Indonesia and the significant rise of
online business in country has inspired the team toformulate a business idea in this
area. The idea was then uniquely translated in providing Indoor mapping service
using mobile applications. This application enables apps users to get more clear,
accurate and interactive directory. This Indoor Mapping Apps is believed to be the
first to be used in Indonesia.
The research methodology of this GFP is divided in two Environmental Analysis,
external and internal. In our external analysis we use PEST Analysis, Porter’s Five
Forces Analysis and Competitive Profile Matrix (CPM). While in our internal
analysis we use SWOT Analysis and Key Success Factor Analysis.
During our discussion, there are four Strategy thatwe placed in this GFP. Those
strategies are Company Strategy, Marketing Strategy, Human Resources Strategy
and Financial Strategy.
This Indoor Mapping Apps, MapMall, will be launchedinitially in the Shopping
Malls and this Apps can be utilized by mall tenantsto promote and also to sell their
products and services to mall visitors.
The Group Field Project will be focusing on establishing sound business model for
this startup business and formulate relevant strategies with objective on Growth.
Based on financial projection and the opportunity to grow in the upcoming years,
we make a conclusion that MapMall is a prospective and feasible business plan.

Supervisor: Harris Turino