Story

of CBC
How We Ride on Skin Care Trend for 17 Years

November 1’ 2021

Prepared By
CBC Team
 History Of CBC
17 Years of Experience

CBC Grow Grow Transformation

Established Phase 1 Phase 2 Phase

2004 2006 2008 2018

"Beauty Care Inside & CBC. Beauty Care CBC Beauty Care adds
Out, Feel Better Look Inside & Out conducts services for skin CBC
Better" CBC Clinic expansion of business treatment with high NEW CONCEPT
and relocates to technology tools and
equipped with new divisions such as
experienced Nutritionist, CBC Dental & CBC
Dermatologist, Skin Jl. Wijaya II No.119 Beauty Academy,
Kebayoran Baru - Plastic surgery,
Therapist & Make Up South Jakarta Hypnotherapy & thin
Artist. prep pap smears.

Arcade Dharmawangsa
Building.
 Transformation with the Opportunity
Growing Indonesian Market CBC Clinic - Wijaya

The Indonesian cosmetics & skin care industry

remains attractive to foreign and domestic investors.

Based on data from the Beauty Market Survey

(BMS), obtained through Nielsen and Euro Monitor, CBC Clinic - BSD
the value of the Indonesian cosmetics & skin care
industry industry is estimated at IDR 36 trillion
(around USD $ 2.7 billion) in 2016, up about 12
percent from the value in the previous year.

ERTOS Clinic ERHA Clinic

 Indonesian Skin Care Market Structure
Year 2016
Clinic Dermatology

++ Erha, Natasha, Miracle, & others

IDR. 2.8T
Rp. 400K – Rp. 50 bio

Luxury – Top
SKII, Lamer, Lancome
- Higher Value Rp. 39,000 – Rp.3,500,000

- Higher margin
- Higher quality, Luxury – Bottom
efficacy, Bodyshop, Faceshop, Kiehl’s, L’occitane, Clinique
Rp. 26,000 – Rp.250,000
- Higher expectation
from consumers IDR. 36T
Masstige
Beiersdorf (Nivea), Loreal (L’Oreal Paris), Unilever (Ponds Age
Miracle & Gold Radiance), P&G (Olay Total Effect), Wardah
Rp. 10,000 – Rp. 60,000

Mass & Cheap

--
Unilever (Ponds White Beauty),L’Oreal ( Garnier), local
brand (Sari Ayu)
6,700 – 33,000

*Luxury to Mass/cheap based on euromonitor, clinical dermatology based on assumption

How Can We Tap On the
Opportunities ?

CBC Transformation Strategy – Basic Thinking
STRENGTH WEAKNESS

•  CBC Brand - 17 years of serving. •  Clinic Facilities & Infrastructure
•  Excellent service with friendly clinic staff inadequate.
•  Good result with affordable price.
•  The team that needs to be upgraded
•  Prime Location – at South Jakarta &
based on the needs of today’s
South Tangerang
consumers
•  Customer oriented doctor.
•  Facilities that are quiet.

OPPORTUNITY THREAT

•  There is a trust from loyal patients to •  Many clinics have emerged with a
CBC. strong Doctor’s image supported by
•  The behavior of today's consumers the latest equipment and convenient
who want more attention to all facilities that creates pleasant
aspects of their needs. experience.
•  Skin care clinics generally lack of staff •  Competitors come with modern
who pay attention to patients. management.
CBC New Concept

HEAD TO TOE –
SKIN & SLIM SOLUTION
FOR YOUR GREAT LOOKING
APPEARANCE

 Revamp Business Model

CONSULTANT Partner Acquisition Activity

•  Business Strategy
•  Marketing Strategy AFFORDABLE & SIMPLE Patients Relationship
Clinic Operations Activity
Management
•  Mar Comm. SKIN & SLIM SOLUTION
Implementation Customer Retention Activity
•  Creative Thinking Demography:
Database Mgt Activity
•  Finance Providing “Skin & Slim” o Women & Men
•  HR & Training Sales & Marketing Activity Great Looking Solution o Class B to - A
•  IT o Jakarta/Indonesia
Solution Trough
STRATEGY

Risk Management Activity

PARTNERS Delightful In Clinic /
•  Dermatologist Skin Health Regimen
Product Experience Preference:
•  Doctors
INTELLECTUAL
•  Equipment Suppliers o Clinical Oriented
•  Clinic Business Expertise
•  Product Suppliers Skincare Clinic o OTC Oriented
PEOPLE •  Affordable Price
INSTITUTION Online Store
•  Partner Mgt. Team •  Simple Treatment &
•  Dep Kes •  Clinic Ops Team
•  BPOM •  CRM Team Product Protocol
•  Kepolisian •  Back Office Team •  Front-liners & Medical
•  Industry Bodies Team That Creates
INFRASTRUCTURE
•  Bank •  CBC Clinic Delightful Experience
FINANCIAL
•  CBC Investors

VALUE DRIVEN COMPANY WITH COST CONSCIOUS • Revenue from Treatment

•  Efficient COGS (Treatment & Product) • Revenue from Product
•  Efficient Operating Expense (People, Marketing & • Revenue from Franchise Fee
Operation
CBC Vision & Strategy STAGE 3
Clinic Chain &
Product
STAGE 1 STAGE 2 Portfolio
Clinic Chain &
Strengthen 3rd 3 Years
Product
our core as Portfolio
Skincare Clinic
2nd 3 Years
& Skincare
Product
1st 3 Years

FIRST 3 YEARS STRATEGY

1
Highlighting Skin & Slim category as core expertise
2 4
Affordable & simple skincare Create skincare products as
clinic: package system new source of revenue
5
3 Front liners & medical team Strengthen our digital assets &
(operations team) that creates implement effective digital
delightful experience marketing
New Clinic & Products

Target Market & Patient Database
Details Numbers
Wijaya Clinic 9,326 patients
Location
Jaksel 50%
Jakbar 10%
Jaktim 20%
Jakut 5%
JakPus 5%
Luar Kota 10%

Age
12 – 18 y.o 5%
19 – 25 y.o 30%
Skin Health Regimen
Demography 26 – 35 y.o 50%
Preference 36 – 45 y.o 10%
45 y.o & above 10%
Women-Men, 25-45 y.o
Clinical Oriented
Class B - to A Occupation
Student 10%
OTC Oriented Housewife 20%
Indonesia Employee 50%
Entrepreneur 20%

Patient Database
CBC Service/ Solution Structure
CBC Skin & Slim Clinic
CBC Products Structure
Glimmer
Khotima
Revamp Management

 CBC Transformation Framework
STRATEGY IMPROVEMENT: 1
- Business Model
- New Tools & Products STRATEGY
IMPROVEMENT
- Clinic renovation

Skin &
Slim
TEAM IMPROVEMENT PROCESS IMPROVEMENT:
- Training & Development TEAM PROCESS - Business Process
IMPROVEMENT IMPROVEMENT Improvement
- Performance Review
- Improvement of how it works
3 2 - Change in Organization
Structure
CBC 2021 Strategy & Initiatives
Transformation Implementation

PHASE 1 PHASE 2 PHASE 3

STRATEGY PROOF OF
DEVELOPMENT CONCEPT
WIJAYA

IN PROGRESS

FINAL POC
REVAMP RENOVATI
PROCESS ON PANDEMIC CLINIC STRATEGY

SITUATION REVAMP
ANALYSIS STRATEGY
REVAMP NEW
WIJAYA LAUNCH
TEAM
LAUNCH SKINCARE PRODUCT
REVAMP
STRATEGY
IMPLEMEN RENOVATI
TATION ON

Q1 Q2 Q3 Q4
YEAR 1 2019 YEAR 2 2020 YEAR 3 2021
CBC Team
Organization Structure
STRATEGIC TEAM
Fathya Feurazia, MSIE, MARS
Founder & CEO

With her sense of entrepreneurship, Fathya saw opportunity in Skin Care Clinic back in 2004
& built CBC to become one of respectful Beauty Clinic in Skin Care Clinic industry especially
in Jakarta. Fathya also an active member of Indonesian Chambers of Commerce & Industry –
Jakarta and has strength network at Government & Institution.
EDUCATION:
•  Mechanical Engineering University of Indonesia
•  Master of Science in Industrial Engineering, Georgia Tech, Atlanta USA
•  Magister of Hospital Administration from University Of Indonesia
•  Part of Consultant Team for FKM University Of Indonesia Hospital

RICHARD ROBOT
Partner & Advisor

Having a wide experience in various fields including branding, marketing communication,
operations management, human resource management and strategy management for more
than 14 years in ERHA GROUP a Leading Dermatology Company & Pioneer for Dermatology
Clinic In Indonesia.
EXPERIENCES:
BOD Member of ARYA GROUP (Holding Company for ERHA CLINIC), Chief Design &
Corporate Brand Officer of Arya Noble, Chief Talent Officer of Arya Noble, Chief Strategy
Officer of Arya Noble, General Manager of Erha Clinic Group, Co-founder & Chief Strategy
Officer of DoubleTape and Associate Account Director in OgilvyOne Worldwide.
CBC TEAM

dr Ribka L. Pongtuluran
Medical Team

Citra Kastri, SH dr Dwi Novianti

Partner & Division Head Medical Team &
Of Operations Marketing Manager

One of the first CBC team member, Experienced aesthetic doctor for CBC
overview Clinic operation including and also overview the
manage all Clinic sites, Clinic service implementation of CBC digital Dr Miralda Nasta Indah
quality & vendor related issue. marketing implementation. Medical Team
Next Investment Options

Option 1 - Transform Our Business & Build The New Concept Of CBC:
5 Clinics & 2 Products
IDR 12,505 Billion For 35% of Shares

Will Be Used For:

Working
Rent Renovation Product
Debts Capital &
5 Clinics & Equip 700
1,150 Marketing
2,555 7,200 Mio
Bio 900
Bio Bio Mio
 Option 2 - Transform Our Business & Revamp Our Current :
2 Clinics & 2 Products
IDR 4,175 Billion For 20%

Will Be Used For:

Working
Rent Renovation Product
Debts Capital &
Wijaya & equip 700
1, 150 Marketing
575 1,450 Mio
Bio 300
Mio Bio Mio
Attachments to be sent :
3 Years Revenue Projection for:
- 5 Clinics & 2 Products
- 2 Clinics & 2 Products
P&L Projection for:
- 5 Clinics & 2 Products
- 2 Clinics & 2 Products
 THANK YOU
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