Abstract

Coffee is a drink that has been known throughout the world. The processed coffee product itself is divided into two types, namely brewed coffee and instant coffee. The more complex human activity causes everything to demand fast or instantaneous things, including coffee drinks. Therefore, there has been a change in the behavior of consumers who previously consumed brewed coffee, now they have turned into instant coffee consumers. Based on the description of the problem, a business opportunity is obtained, namely making GO PRAC Coffee Celup to produce brewed coffee using a filter so that the pulp is filtered, practical, but the distinctive aroma and taste of coffee remains. The strategy chosen from the matching stage for the development of Go Prac dyed coffee was to expand the distribution network of the marketing. The market share aimed at the Jabodetabek area with B2B and B2C distribution. The NPV generated for 5 years is IDR. 3.742.543.423 where the NPV results are greater than the required investment value, namely IDR. 1,000,000,000. In addition, the required payback period rate of net cash flow is 2.2 years. The IRR obtained is 63%.