Studi Kelayakan Go-To-Market BESS PowerStack untuk Sektor Energi Terbarukan: Analisis Pasar, Harga, dan Proyeksi Revenue

Santana, Dheta Valencia (2025) Studi Kelayakan Go-To-Market BESS PowerStack untuk Sektor Energi Terbarukan: Analisis Pasar, Harga, dan Proyeksi Revenue. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Transisi menuju energi bersih mendorong meningkatnya kebutuhan akan sistem penyimpanan energi yang andal dan efisien, terutama untuk mengatasi sifat intermiten dari Pembangkit Listrik Tenaga Surya (PLTS). Sebuah perusahaan energi di sektor oil & gas tengah mengembangkan BESS PowerStack, sistem penyimpanan energi stasioner berbasis baterai, sebagai solusi untuk meningkatkan efisiensi dan stabilitas pasokan energi surya. Penelitian ini bertujuan untuk merumuskan strategi go-to-market dan menentukan minimum marketable product (MMP) yang layak dipasarkan, melalui pendekatan kuantitatif berbasis survei dan analisis finansial. Permintaan dianalisis dari tiga segmen utama: (1) rumah tangga pengguna PLTS yang belum memiliki BESS, (2) calon pengguna masa depan PLTS + BESS, dan (3) kebutuhan internal perusahaan. Proyeksi permintaan dilakukan menggunakan Model Difusi Bass, sementara penetapan harga dilakukan secara bertahap. Pertama, dilakukan pendekatan cost-based pricing untuk mengetahui batas bawah harga jual. Kedua, dilakukan pendekatan value-based melalui survei untuk mengetahui willingness to buy (WTB) dari konsumen. Terakhir, dilakukan validasi melalui competitor-based pricing untuk memastikan harga yang ditetapkan tetap kompetitif di pasar. Hasil penelitian menunjukkan bahwa total rata-rata permintaan mencapai 8.168 unit per tahun, namun karena keterbatasan kapasitas produksi awal, hanya sekitar 30% atau 2.451 unit per tahun yang dapat dipenuhi. Berdasarkan simulasi harga bertahap dan sesuai kapasitas, harga jual produk ditetapkan antara Rp60 juta hingga Rp85 juta per unit selama 20 tahun, dengan rata-rata WTB sebesar Rp70,6 juta. Proyeksi pendapatan mencapai Rp144,48 miliar pada tahun pertama dan meningkat hingga Rp198,56 miliar di tahun ke-20. Analisis kelayakan finansial menunjukkan bahwa proyek menghasilkan NPV sebesar Rp9,5 miliar dan IRR sebesar 16,45%, melebihi MARR sebesar 14,18%. Dengan demikian, proyek ini dinyatakan layak secara komersial dan strategis untuk direalisasikan, serta memberikan dasar yang kuat bagi pengembangan produk lebih lanjut di masa depan.
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The transition toward clean energy has driven an increasing demand for reliable and efficient energy storage systems, particularly to address the intermittent nature of solar photovoltaic (PV) power generation. An energy company in the oil and gas sector is currently developing the BESS PowerStack, a stationary battery-based energy storage system designed to enhance the efficiency and stability of solar power supply. This study aims to formulate a go-to-market strategy and determine the minimum marketable product (MMP) that is viable for commercialization, using a quantitative approach based on surveys and financial analysis. Market demand is analyzed across three main segments: (1) households using PV systems without existing energy storage, (2) potential future adopters of PV systems integrated with BESS, and (3) the company’s internal energy storage needs. Demand projection is carried out using the Bass Diffusion Model, while the pricing strategy is developed in stages. First, a cost-based pricing approach is applied to identify the lower bound of the selling price. Second, a value-based pricing approach is conducted by measuring consumer willingness to buy (WTB) through surveys. Lastly, competitor-based pricing is used to validate whether the determined price remains competitive in the market. The findings show that the average total demand reaches 8,168 units per year; however, due to initial production capacity limitations, only around 30% or 2,451 units per year can be fulfilled. Based on tiered pricing simulations aligned with production capacity, the product’s selling price is set between IDR 60 million and IDR 85 million per unit over a 20-year period, with an average WTB of IDR 70.6 million. Projected revenue reaches IDR 144.48 billion in the first year and increases to IDR 198.56 billion by year twenty. The financial feasibility analysis reveals a Net Present Value (NPV) of IDR 9.5 billion and an Internal Rate of Return (IRR) of 16.45%, exceeding the Minimum Attractive Rate of Return (MARR) of 14.18%. Therefore, the project is considered commercially and strategically viable for implementation and provides a strong foundation for future product development.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	BESS PowerStack, Proyeksi Pendapatan, Model Difusi Bass, Strategi Harga, Kelayakan Bisnis, Revenue Projection, Bass Diffusion Model, Pricing Strategy, Feasibility Study
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD30.24 Feasibility studies. Feasibility appraisals H Social Sciences > HD Industries. Land use. Labor > HD62.5 New business enterprises. Business incubators. T Technology > T Technology (General) > T174 Technological forecasting T Technology > T Technology (General) > T57.62 Simulation T Technology > T Technology (General) > T58.62 Decision support systems
Divisions:	Faculty of Industrial Technology > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Dheta Valencia Santana
Date Deposited:	30 Jul 2025 09:05
Last Modified:	31 Jul 2025 01:23
URI:	http://repository.its.ac.id/id/eprint/124559

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