Kunjungan UMKM Susu Sarjana Khafilah 1 Mataf Maheswara 2024 ( FEB)Universitas Muhammadiyah Yogyakrta

Summary

This interview discusses the founding of Susu Sarjana, a business started by five education graduates from a university in Yogyakarta in 2017. They aimed to offer an alternative career path for education graduates, encouraging entrepreneurship. The business focuses on selling milk, a healthier and less common product compared to coffee and tea. The founders faced challenges due to their lack of business and dairy knowledge, but overcame them with self-learning and perseverance. Despite setbacks such as the COVID-19 pandemic, Susu Sarjana continued to innovate and expand, now operating multiple branches and looking forward to future growth.

Takeaways

• 😀 The inspiration behind 'Susu Sarjana' (Scholar Milk) came from the founders' desire to show that graduates from the education field could become entrepreneurs, not just teachers.
• 😀 The business was established in 2018 in Yogyakarta, specifically targeting university students and aiming to promote milk as a healthy and accessible drink.
• 😀 The founders wanted to offer a product that was not only viral but also provided a health benefit. They chose milk because it appeals to all age groups, from children to adults.
• 😀 The decision to start the business was driven by the founders' background in education and a desire to create job opportunities for fellow education graduates.
• 😀 One of the main challenges early on was the lack of experience in both business management and milk processing. The founders had to learn through self-study.
• 😀 'Susu Sarjana' initially promoted itself using a combination of traditional marketing, word-of-mouth, and online strategies, including collaborating with food influencers.
• 😀 The brand was developed to cater to the health-conscious market, offering fresh milk blended with fruit and premium ingredients, such as low-calorie sugar alternatives.
• 😀 A major challenge during the COVID-19 pandemic was keeping the business afloat, as the target audience (students) was heavily impacted by online learning and movement restrictions.
• 😀 The company introduced a unique customer satisfaction guarantee, offering product replacements and addressing service issues to maintain high customer trust and satisfaction.
• 😀 Looking ahead, the founders aim to expand 'Susu Sarjana' to more locations, including malls, and focus on sustainability and long-term growth, moving away from a franchise model in favor of direct management partnerships.

Q & A

What inspired Lulu to become an entrepreneur?

Lulu's inspiration came from wanting to show that education graduates, especially in teaching, can also become entrepreneurs. The founders of the company, all from an educational background, wanted to create a business that could open job opportunities for others in the same field.

When was the business 'Susu Sarjana' established?

'Susu Sarjana' was first established in 2018, with its first branch located at UNY (Yogyakarta State University).

Why did they choose to sell milk as their product?

The choice of milk was based on the realization that popular drinks like coffee and tea were already widely available, and they wanted to introduce something healthier and appealing to a wider range of people, from children to adults.

What motivated Lulu to take the risk of starting 'Susu Sarjana'?

The motivation stemmed from the desire to create something meaningful with an educational background, as many educational graduates face difficulties in finding stable work. Lulu and the team wanted to provide an alternative by opening their own business and creating job opportunities for others.

What were the main challenges 'Susu Sarjana' faced in its early days?

The main challenges included the lack of business and milk-related knowledge, as the founders had an educational background. They had to learn everything from scratch, including how to source good-quality milk and how to properly handle and store it.

What are the ongoing challenges the business faces today?

Today, one of the main challenges is reintroducing the brand to new students, especially after the disruption caused by the COVID-19 pandemic. With many students attending online classes, 'Susu Sarjana' struggled to maintain visibility, but they are now re-engaging students with fresh marketing efforts.

How did 'Susu Sarjana' initially promote itself?

Initially, 'Susu Sarjana' promoted itself through a combination of offline methods, like distributing pamphlets and word-of-mouth, and online methods, such as inviting food influencers for a soft opening. They also used social media platforms to engage with potential customers.

What advice does Lulu have for aspiring entrepreneurs?

Lulu advises aspiring entrepreneurs to start their business as soon as possible. With easy access to information and digital tools today, starting is more feasible than ever. Additionally, she emphasizes the importance of using halal funding and learning from others' experiences.

What strategies does 'Susu Sarjana' use to manage risks in business?

To minimize risks, 'Susu Sarjana' focuses on thorough learning, proper planning, and learning from others' experiences. The founders also consider potential risks before venturing into new areas, ensuring they understand what they are getting into.

What are 'Susu Sarjana's plans for the future?

'Susu Sarjana' aims to remain a long-term business that supports students throughout their academic journeys, with plans to open more branches, including possibly in malls. They also wish to evolve with the times and expand through strategic partnerships rather than franchising.