Profit Planning Analysis in a Start Up Company in Catering Service Sector

Planning is a tool used to achieve company goals. In a company, planning can be poured using profit planning. By making profit planning, manager can evaluate whether their desired strategy will generate value and estimate the economic impact of each different strategic alternatives. PT X is a start-up company that was founded in Jakarta in 2017 and engaged in the catering service industry. Since its inception, the company has shown good performance by booking an increasing profit every year. The company even managed to get grant fund and investorsto provide funding to develop its business. However, for the first time since its establishment, in 2020 the company booked a net loss even though its sales increased that year. This indicates a problem in costs management. If the company has a good profit planning, the company should still book profits because if sales increase, profits will also follow. Just like other newly established companies, PT X still does not have a formal profit planning. This study aims to implement profit planning that can be used by the company in implementing the strategy that has been chosen by the company. The approached used in this research is case study. This study uses a qualitative method. The result of this study is profit planning for PT X which is derived using the 3 wheels method according to Simons (2000), namely the profit wheel, cash wheel, and ROE wheel.