Financial feasibility of business towards application-based business: a case study of Drykeun

Abstract

Drykeun, an e-commerce startup established in 2022, focuses on the laundry industry in Indonesia. Drykeun aims to become the country's leading laundry service provider by utilizing technology, innovation, and exceptional customer service. Drykeun partners with existing laundries to ensure standardized quality control and deliver top-notch services to households and businesses across the nation. Its mission is to provide reliable, affordable, and high-quality services, making laundry day hassle-free for all people. However, facing low sales in the B2C sector, Drykeun plans to pivot to the B2B target market. To determine the viability of this shift, a feasibility analysis will be conducted. This quantitative study will utilize historical company data, as well as secondary data from literature reviews, journals, and books. The research will also assess the financial feasibility of the company's strategy using measures such as the payback period, net present value, and internal rate of return. The study results indicate that Drykeun is financially feasible with a payback period of 1.6 years, an NPV of Rp. 396,378,216, and an IRR of 82%, which is higher than the Weighted Average Cost of Capital (WACC) of 5.2%.