In a stellar performance highlighting sustainable innovation, Team Jumbo from BINUS University captured second place in the ITB LPDP Business Plan Competition 2025. Under the guidance of coach Najah Najmia Halim, the team—Jonathan Wijaya (CEO & CFO), Brigita Claudia M (CMO), and Florencia Chamberly (COO)—presented their business plan for “PALF: Panel & Crate Biokomposit Berbasis Serat Daun Nanas.” This eco-friendly biocomposite, derived from pineapple leaf fiber, addresses Indonesia’s environmental challenges by transforming agricultural waste into high-value, biodegradable materials for industries like construction, consumer goods, and automotive. The plan emphasizes circular economy principles, aligning with SDGs for industry innovation and responsible consumption, and positions Indonesia as a competitive player in the global natural fiber composites market.

The Problem: Unsustainable Practices and Lost Potential

The business plan opens with a stark analysis of Indonesia’s sustainability issues. Without action, the country faces an 18-52% increase in waste generation by 2030, risking 4.4 million job losses and Rp593-638 trillion in economic setbacks (Suharso, 2024). The global natural fiber composites market is projected to reach USD 8.3 billion by 2032 (IndustryARC), yet Indonesia lags due to limited green composite production amid net zero emission trends. Domestically, the wood-based panel market, valued at USD 909.3 million in 2024 and expected to hit USD 1.43 billion by 2030, exacerbates deforestation, biodiversity loss, and carbon emissions. Chemical panels generate hazardous waste, while burning pineapple leaf waste— from 3.2 million tons of annual pineapple production—releases CO₂, N₂O, and PM₂.₅ particles. PALF leverages this untapped waste, offering a strong, lightweight, biodegradable alternative to synthetic plastics or fiberglass.

Innovative Solution: PALF Biocomposite

PALF is an environmentally friendly biocomposite using pineapple leaf fiber (PALF) as a natural, high-strength reinforcement. It replaces synthetic chemical composites, providing flexibility, durability, and full biodegradability without harmful emissions. The solution supports SDGs 9 (Industry, Innovation, and Infrastructure) through green innovation and 12 (Responsible Consumption and Production) via sustainable materials.

Applying the triple bottom line framework:

  • People: Creates sustainable jobs and empowers farmers by valorizing pineapple waste.
  • Planet: Reduces agricultural waste, curbs petrochemical dependency, and promotes eco-friendly production.
  • Profit: Boosts export potential and transforms low-value waste into high-value products.

Production aspects include raw materials (pineapple leaves, NaOH, distilled water, biopolymer resin, natural additives like bio-glycerol) and machinery (decorticator, fiber cutter, reactor, mixer, blender, pH meter, drying oven, hot press, molds, digital scale, thermometer, packaging machine). The process involves collecting raw materials, cleaning and drying, alkali treatment, matrix mixing (cassava starch and glycerol), fiber-matrix blending, molding, pressing, cooling, weighing, and packaging—all designed to be eco-friendly and scalable.

Market Analysis: Targeting Green Industries

The plan’s market sizing estimates a Total Addressable Market (TAM) of USD 9.25 billion for construction panels, consumer goods, and automotive industries in Indonesia. The Serviceable Available Market (SAM) is USD 5.83 billion (63% of TAM, focusing on B2B entities valuing green products), with a realistic Serviceable Obtainable Market (SOM) of USD 58.25 million (1% of SAM).

Segmentation, Targeting, Positioning (STP):

  • Segmentation: Geographic (Karawang, DKI Jakarta, Yogyakarta, Cikarang); Demographic (medium-to-large B2B industries in construction, consumer goods, automotive); Psychographic (environmentally conscious, seeking safe biocomposites); Behavioral (loyal to organic, sustainable products).
  • Targeting: Primary focus on construction and panels; secondary on furniture and SMEs prioritizing sustainability.
  • Positioning: “A natural biocomposite based on pineapple leaf fiber that is strong, formaldehyde-free, and environmentally friendly, specifically for Indonesia’s construction and panel industries.”

Current trends show a 12.5% CAGR in the sustainable panel market from 2023-2028, driven by demand for eco-friendly alternatives. Competitor analysis compares PALF (Rp100,000/m², biodegradable, flexible, durable) favorably against wood-resin synthetics (Rp200,000-250,000/m², non-biodegradable) and coconut fiber-resin (Rp100,000/m², less durable). Unique value: Formaldehyde-free, safe, affordable, and rooted in circular economy.

Distribution channels include social media, marketplaces, and exhibitions. The AIDA marketing strategy builds Awareness through education on health/environmental risks and taglines like “Biokomposit Eco-Friendly untuk Masa Depan yang Lebih Hijau”; Interest via demos, social content, and seminars; Desire with strength tests, free trials, testimonials, and government/NGO partnerships; Action through monthly contracts, on-site training, warranties, B2B platforms, early-user discounts, and user communities.

Team Structure and Expertise

The organizational chart outlines a lean team: CEO & CFO (strategic leadership), COO (daily operations, production, R&D), CMO (branding, marketing, distribution), CFO (pricing, profitability). Supporting roles include R&D technicians, quality control, customer service, production workers, and sales teams.

Team profiles:

  • Jonathan Wijaya (CEO & CFO): Expertise in economics/finance; experience leading 30 competitions and research teams, including Singapore Poly.
  • Brigita Claudia M (CMO): Public speaking and marketing skills; led marketing groups, social media specialist for 10+ SMEs.
  • Florencia Chamberly (COO): Team management and SOP execution; Head of Operations at HIMBIDI, led 10 successful projects/startups.

The team ensures efficient, coordinated operations focused on results and sustainable profitability.

Financial Analysis: Viable and Profitable

Revenue streams come from direct B2B sales, production contracts, and material licensing, with contributions: 50% construction, 30% consumer goods, 20% automotive.

Initial capital needs: Rp3.375 billion, allocated to HR (29.9%), raw materials (25.4%), machinery (20.7%), production (9.5%), miscellaneous (6.2%), marketing (5%), next-year expansion (2.3%).

Simple projections: Year 1 revenue Rp1.45 billion, Year 2 Rp2.537 billion, Year 3 Rp4.694 billion (CAGR 79.94%). Key metrics: NPV Rp1.378 billion, Payback Period 2.3 years, IRR 52%.

Roadmap and Implementation Strategy

The product roadmap starts with validation and market education, progresses to distribution expansion and branding, and culminates in national scaling via partnerships and diversification.

Implementation focuses on:

  1. Technology & Production: Develop natural adhesive formulas, efficient pressing, waste recycling.
  2. Partnerships & Collaborations: Partner with pineapple farmers, university labs, green designers for supply and testing.
  3. Marketing & Distribution: Campaigns, demos, B2B/e-commerce sales, licensing expansion.
  4. Regulations & Certifications: Secure copyrights, technical tests, national/international green certifications.

This second-place win underscores BINUS University’s commitment to fostering solutions for environmental challenges. Congratulations to Team Jumbo and coach Najah Najmia Halim on this remarkable achievement!

Members:
– Jonathan Wijayai – Digital Business (Semarang)
– Brigita Claudia Mailangkay – Business Management (Bekasi)
– Florencia Chamberly – Digital Business (Semarang)

Coach:
Najah Najmia Halim