ProbiYo Kefir Milk

Abstract

ProbiYo Kefir Milk addresses the increasing prevalence of digestive health issues in Indonesia, driven by processed foods and limited dietary diversity. Current market options, such as kombucha and yogurt, are either expensive or lack the diverse probiotics needed for optimal gut health. ProbiYo fills this gap with an affordable, flavorful, and probiotic-rich beverage that caters to health-conscious individuals and those with lactose sensitivity. Through comprehensive internal and external analyses, ProbiYo has identified significant opportunities in Indonesia's health beverage market. External factors such as rising disposable incomes and growing health awareness align with the company's goals, while internal strengths like high-quality kefir grains, locally sourced milk, and advanced fermentation techniques ensure superior product quality. ProbiYo is based in Harapan Indah, Bekasi Barat, and operates as a sole proprietorship, reflecting its commitment to sustainability, innovation, and community support. ProbiYo targets urban, health-conscious consumers aged 25–45 and individuals experiencing digestive issues or lactose intolerance. This market is increasingly motivated by wellness trends and probiotic-rich nutrition. The company plans to reach its audience through a multi-channel marketing strategy that leverages e-commerce platforms like Shopee and Instagram, supported by educational campaigns and collaborations with fitness centers and health influencers. Led by a team of biotechnology and business experts, ProbiYo focuses on efficient operations and sustainable practices to ensure scalable growth. Financial projections demonstrate strong viability, with a five-year ROI of 44% and break-even expected within two years. The company seeks Rp 12.4 million in initial funding to cover equipment, production, and marketing expenses. By combining affordability, innovation, and sustainability, ProbiYo Kefir Milk aims to establish itself as Indonesia’s leading probiotic beverage brand while promoting public health and supporting local farmers.