Kisah Pendiri Erigo, dari Depok ke New York | Muhammad Sadad

Summary

Muhammad Sadat's journey from a struggling entrepreneur to the successful CEO of Erigo is a powerful story of persistence and innovation. Starting with a failed business, Sadat rebuilt his brand, Erigo, into a popular fashion label focused on casual and travel wear. Through strategic use of Instagram and participation in large events, he grew the brand exponentially. Despite early financial setbacks, including selling assets to fund his business, Sadat's resilience paid off as Erigo expanded internationally. His story is a testament to the power of perseverance, risk-taking, and believing in the future.

Takeaways

• 😀 Sadat started his entrepreneurial journey at a young age, beginning with a business that failed after six months due to intense competition and legal challenges.
• 😀 He rebranded his business as Erigo in 2013 and initially focused on ethnic fashion, later pivoting to casual fashion to align with market trends.
• 😀 In the early days, Sadat did everything himself, from CEO to operations, working out of a small studio apartment in Depok with a starting capital of 50 million Rupiah.
• 😀 Erigo struggled in its early years, but Sadat's persistence and belief in the brand kept him going, despite skepticism from others around him.
• 😀 Social media, particularly Instagram, played a pivotal role in Erigo’s growth, allowing the brand to reach millions of followers and build a strong presence online.
• 😀 In 2015, Sadat focused on e-commerce and launched an official store on Shopee, which greatly boosted sales and helped Erigo expand its reach.
• 😀 Despite financial difficulties, including selling family assets to fund his business, Sadat continued to push forward, driven by his vision for Erigo's success.
• 😀 Erigo became one of the top fashion brands on Shopee by 2020, with a significant increase in sales and brand recognition both domestically and internationally.
• 😀 During the COVID-19 pandemic, Erigo faced setbacks but quickly rebounded thanks to its strong digital presence and online sales channels.
• 😀 By 2021, Erigo had expanded into international markets, including the United States, Malaysia, Singapore, and Thailand, solidifying its position as a global brand.

Q & A

What inspired Muhammad Sadat to start his own business?

Muhammad Sadat was inspired to start his own business as early as high school, and his passion for entrepreneurship deepened while he was in college. However, it was only in 2010, while in college, that he had the opportunity to pursue his dream of running a business.

Why did Sadat’s first business venture fail?

Sadat's first business venture, 'Selected and Co,' failed due to intense competition and the brand’s inability to stand out in a crowded market. Despite initial investment, the business only lasted for six months.

What was the turning point for Sadat's brand, Erigo?

The turning point for Erigo came in 2014 when Sadat embraced Instagram as a powerful marketing tool. This move helped the brand build a massive following and eventually transform Erigo into a well-recognized name in fashion.

How did Sadat leverage Instagram for Erigo's growth?

Sadat used Instagram to promote Erigo with a focus on travel-themed content. The combination of fashion and the growing travel trend helped Erigo gain thousands of followers and, ultimately, a loyal customer base.

What challenges did Sadat face when launching Erigo, and how did he overcome them?

Sadat faced numerous challenges, including financial struggles, failed product concepts, and fierce market competition. He overcame these obstacles by staying resilient, adapting his product offerings, and focusing on innovation, such as launching an online store and participating in large offline events.

How did Erigo expand its reach beyond Indonesia?

Erigo expanded internationally through strategic participation in global events and by joining e-commerce platforms like Shopee. This enabled the brand to reach international markets, including the United States, and gain customers in countries such as Malaysia, Singapore, and the Philippines.

What was the significance of Sadat’s participation in offline events like JakCloth?

Sadat’s participation in offline events like JakCloth was crucial for building brand awareness and connecting directly with customers. Despite financial hardships, including sleeping at a mosque to save costs, Sadat believed these events were key to growing Erigo and establishing its presence in the market.

What role did Sadat’s family play in his journey to success?

Sadat’s family played a vital role in his success, providing both material and emotional support. During tough times, his parents sold assets, including a property, to help fund his business, giving Sadat the financial backing he needed to continue.

What key lessons can entrepreneurs learn from Sadat's story?

Entrepreneurs can learn the importance of perseverance, the willingness to adapt and innovate, and the power of digital marketing. Sadat’s journey also emphasizes that failure is not the end, but rather an opportunity to learn and grow.

How did Erigo’s sales perform during the COVID-19 pandemic, and what was Sadat's response?

During the pandemic, Erigo’s sales initially suffered, and Sadat had to reduce staff. However, the shift to e-commerce and the brand's partnership with Shopee helped Erigo bounce back, achieving significant sales growth and even winning accolades for being one of the top fashion brands in Southeast Asia.