A BUSINESS FEASIBILITY ANALYSIS OF SMALL AND MEDIUM ENTERPRISES FOR PRODUCT STRATEGY DETERMINATION OF

'The main objective of this research is to analyze the feasibility of a small and medium enteIDRrise to analyze the feasibility of developing its business. The method used in this paper is to determine a slow skimming strategy by first analyzing financial feasibility and analyzing internal and external factors. The results of this study are that the slow skiming strategy is implemented by concentrating efforts in certain places that are relatively limited and areas that are still close to the company's location, introducing products by carrying out promotional activities at every event or exhibition, consumers are willing to pay for products because of friendliness in service and satisfaction. With regard to products

Based on the background and problem formulation, the purpose of this paper is un to find out the feasibility of business from the financial aspect and know the application of the slow skimming strategy in order to face business competition.
A business feasibility study is an activity to assess or measure the extent to which the benefits can be obtained in carrying out a business activity or a study of whether or not a business is feasible (Arvanitis & Estevez, 2018;Berry, 2017;Mukherjee & Roy, 2017).
The objectives of conducting business analysis (Gray & Larson, 2007;Larson & Gray, 2011) are (1) to determine the level of profit that can be achieved through investment in a project; (2) Avoiding waste of resources, namely avoiding unprofitable activities; (3) Assessing existing investment opportunities so that they can choose the most profitable alternative activities; (4) Determine investment priorities.
The stated goals can be achieved. The stages of a feasibility study are a) data and information collection, b) data and information processing, c) data analysis, d) decision making, e) recommendations. Preparation for a business feasibility study as one of the scientific methods generally includes several steps of activity, which are general can be seen in Fig 1.

Fige 1. Business Feasibility Study Steps (Prabowo, 2012)
If a business that is running fails, of course, it will cause a lot of losses. So we need a business feasibility study to be able to minimize and analyze in more depth a business criterion (Anggary, 2018;Leshob, 2016). so that it can be said to be feasible or not. There are at least five objectives why before a business is run it is necessary to carry out a feasibility study, (Jakfar, 2007) are avoid the risk of loss, Make planning easier, Make it easy to implement , Simplify supervision and Make it easy to control, To determine the feasibility of a business can be seen from various aspects. Each aspect in order to be considered feasible must have a certain standard of value (Sucipto & Muazaroh, 2017) (Howell-Barber, Lawler, Joseph, & Narula, 2013. Assessment decisions (Constantinescu, 2010) are not only made on one aspect, but are based on all aspects to be assessed. The size of the assessment for each type of business is very different.
Meanwhile, according to (Al-Addous et al., 2020; Rupérez-Moreno, Pérez-Sánchez, Senent-Aparicio, Flores-Asenjo, & Paz-Aparicio, 2017), the assessment of each aspect must be assessed as a whole, not independently. If there is an unsuitable aspect, several suggestions for improvement will be given, so that it meets the proper criteria and if it does not meet these criteria, it is best not to implement it. The aspects assessed in the business feasibility study include legal aspects, market and marketing aspects, financial aspects, technical / operational aspects, management and organizational aspects, economic and social aspects, and environmental impact aspects.

METHOD
This paper uses the concept of business feasibility analysis in several ways, namely observation, interviews, and literature studies. The data used in this paper are primary and secondary data. Primary data types are obtained from selling prices, operational costs, and fixed costs. This data was obtained through direct observation in the field and interviews with related parties. Interviews are used as a data collection technique if the researcher wants to conduct a preliminary study to find problems that must be researched, and also if the researcher wants to know things from the respondents that are more in-depth and the number of respondents is small / small.   Based on the table above, the invested funds will be fully recoverable within 2 years 7 months 25 days, this is based on the following calculations. So, the NPV of this case can be seen in Table 8.    -ISSN 2621-3389 Vol. 4, No. 3, July 2021 Based on the table above, the NPV value is positive, that is, the discount rate is 7%, the NPV result is positive. Before looking for IRR, you must also know the negative NPV, because IRR is used to calculate the actual rate of return. In order to calculate the IRR where the proceeds of an investment are not the same from year to year, two different interest rates are selected, then inteIDRolation is carried out to determine the interest rate that is close to the actual rate. The results of the NPV that are negative in Table 7.    Based on the BEP calculation, it was obtained in the 2nd year and then until the 5th year the BEP value had a value of more than 100%, the BEP value was> 100%. This shows that the investment is feasible, because the investment age is 5 years and this corresponds to the PP value of 2.62 years. For Year 1, BEP for selling price, BEP for selling price and production are shown in Table 11. Based on the Break Event Point (BEP) analysis in the above calculation, this business will experience a return of principal when the production or sales volume is 17,837 pairs of shoes with a selling price of Rp 23,225. Based on the explanation above, this business will experience a different principal return each year according to the total production cost, total production and product selling price. So the calculation of the analysis on this financial aspect using the financial method shows that the sandal product business of Ibu Wati's UKM is feasible to run).

Conclusion
From the results of the research and discussion that has been done, it can be concluded that to find out the feasibility of Mrs. Wati's UKM business from the financial aspect by using the financial method it can be concluded that Ibu Wati's UKM is feasible, this can be seen from the results of the NPV value. positive, the PI = 2.32 and the IRR value is 37.349%> loan interest (7%), PP for 2 years 7 months 25 days, and BEP in the calculation in the 2nd year and thereafter until the 5th year, the value BEP has a value of more than 100%, BEP value> 100%. Then the company can be said to be getting a BEP value in year 2 and this is in accordance with the PP value which is worth SCIENTIFIC JOURNAL OF REFLECTION: p-ISSN 2615-3009 Economic, Accounting, Management and Business e- ISSN 2621-3389 Vol. 4, No. 3, July 2021