LOCAL PRENEUR STORY EP.9 : SHYIF PIA APEL

Summary

This video features Bu Nurul sharing the inspiring journey of Permatagroup Mandiri, a Batu-based business she founded in 2009 with her husband. Starting with limited resources, they created a unique apple-based bakpia, leveraging local produce and learning recipes through trial, research, and guidance from experts. The business gradually expanded from local stores to regional distribution, eventually employing a growing team. Despite challenges like the pandemic, they adapted by exploring online sales and educational tourism. Bu Nurul encourages aspiring entrepreneurs to start boldly, take advantage of local support, and embrace innovation while highlighting their product's availability both offline and online.

Takeaways

• 😀 PermataGroup Mandiri was established in 2009 by Bu Nurul and her husband, starting with modest economic conditions but a desire to improve their quality of life.
• 😀 The inspiration for their business came from observing tourism in Batu and identifying an opportunity for unique local products.
• 😀 They created a new product: apple-flavored bakpia, leveraging Batu's association with apples and differentiating from traditional souvenirs like kripik and sari apel.
• 😀 Bu Nurul and her husband had no formal culinary or business education; they learned recipes through trial, consulting experts, and online research at internet cafes.
• 😀 Developing the perfect apple bakpia recipe took approximately four months of experimentation and refinement.
• 😀 Their production process involves careful sorting of apples, cleaning, grating, draining, cooking the filling for 8–9 hours, and preparing the dough for the bakpia.
• 😀 Initial marketing focused locally in Batu, presenting products to local souvenir shops, and gradually expanding to Malang, Pandaan, and Surabaya.
• 😀 In 2017, the business expanded into educational tourism, allowing visitors to learn fruit processing and entrepreneurship.
• 😀 Production capacity for apple bakpia averages 400–500 pieces per day, with the team growing from a few family members to 23 employees before the pandemic, now around 9 active employees.
• 😀 The pandemic impacted production and distribution, leading to donations of excess products to the community and emphasizing the importance of online sales, though local souvenir sales remain the core.
• 😀 Bu Nurul emphasizes starting entrepreneurship immediately, being courageous to try new ideas, and taking advantage of support from local government, consultants, and available facilities.
• 😀 Products can be purchased offline in Batu and Malang souvenir shops or online via Bukalapak and the company website, with options for resellers to collaborate.

Q & A

What inspired the founders to start Permata Group Mandiri in 2009?

The founders were motivated by their modest financial situation and their desire to improve their quality of life. They also noticed the growing tourism industry in Batu City, which created opportunities for local businesses.

How did the idea of apple pie pastries originate?

The idea came from observing how tourists in Yogyakarta often bought bakpia as souvenirs. Since Batu City is famous for apples, the founders decided to create a unique souvenir product by combining bakpia with apple filling.

Did the founders have any formal culinary or business education?

No, both founders only completed education up to junior high school. One studied at an Islamic boarding school, while the other worked as a farmer and bank employee.

How did they develop the recipe for the apple pie pastry?

They spent about four months experimenting with recipes. They searched for information at internet cafes, combined different online recipes, and repeatedly tested formulations until they achieved the desired taste and texture.

What challenges did they face when introducing the product?

Many people initially doubted the idea because apple-filled pastries were uncommon at the time. However, souvenir shops and consumers responded positively after trying the product.

What is the production process for the apple filling?

The apples are sorted, cleaned, grated, and drained. The apple juice is separated, and the pulp is cooked for around 8–9 hours until it becomes a thick filling for the pastries.

How was the product marketed in the early stages?

The founders introduced the product directly to souvenir shops in Batu City. Over time, distribution expanded to Malang, Pandaan, and Surabaya through consignment sales in souvenir stores.

What additional business activity did the company develop in 2017?

The company expanded into educational tourism, where visitors could learn about apple processing and entrepreneurship while touring the production facility.

How many products can the business produce in a day?

The company can produce around 400–500 pastries per day, depending on the production schedule and product variations.

How did the company grow its workforce over time?

The business started with only the founders and a friend helping them. As sales improved, they gradually hired more employees, eventually reaching 23 workers before the pandemic.

What impact did the COVID-19 pandemic have on the business?

The pandemic severely affected the business because tourism stopped suddenly. Products in stores were returned, stock accumulated, and the company had to reduce active employees from 23 to around 9.

How did the business respond to unsold products during the pandemic?

Instead of letting products go to waste, the company distributed some of the unsold goods to local residents in the village.

Why did online sales not fully solve their business challenges during the pandemic?

The products were mainly designed as travel souvenirs for tourists visiting Batu City. Online marketplaces generated appreciation but did not significantly increase sales because customers usually bought the products while traveling.

What lesson did the founder learn from the pandemic?

The founder realized the importance of adapting to digital technology and online business strategies, while also recognizing the need to create products suitable for wider national markets.

What advice did the founder give to aspiring entrepreneurs?

The founder encouraged people to start immediately and not be afraid to try new ideas. She also highlighted that Batu City provides many support programs and resources for startup businesses.

Where can customers purchase the company’s products?

Customers can find the products in many souvenir shops across Batu and Malang. They are also available online through Bukalapak and the company’s official website.