USAHA CEPAT MELESAT KARENA RAJIN INOVASI PRODUK DAN JELI LIHAT PELUANG, OMSET TEMBUS 1/2 MILIAR

Summary

Nurhayati, also known as Atik, the owner of Cahaya Cipta Food, shares the journey of her brand 'Menuk,' which started in 2017 with a focus on producing local specialties like bakpia. The business evolved after facing challenges like the pandemic, leading to innovations like pie susu and almond crispy, alongside an expanding product line. Atik emphasizes the importance of market adaptability, innovation, and strategic distribution. Despite fierce competition, her approach to high-quality products, strategic partnerships with distributors, and attention to customer needs have driven the brand's growth. The company aims to continuously develop new products while staying true to its core values.

Takeaways

• 😀 The importance of continuous innovation in business, keeping an eye on market needs and consumer demands.
• 😀 Nurhayati, known as Atik, is the owner of Cahaya Cipta Food, which produces a variety of food products, including bakpia, pie susu, almond crispy, and kue kacang.
• 😀 The brand 'Menuk' was created in 2018 after relocating the production site and rebranding from a previous brand, emphasizing a hardworking ethos.
• 😀 The initial product was bakpia, chosen due to its popularity as a traditional souvenir in Jogja, which attracts tourists.
• 😀 In the beginning, the business required a capital of IDR 25 million for equipment like ovens and mixers, with 10 employees, including hearing-impaired workers.
• 😀 The COVID-19 pandemic forced the business to pivot, leading to the introduction of new products like pie susu, which has a longer shelf life compared to bakpia.
• 😀 Pie susu was launched in 2021 and has become a top seller, with daily sales reaching up to 1200 units, while bakpia sales peaked at 320 units per day.
• 😀 The company also produces almond crispy and kue kacang, which are gaining traction in the market, with daily sales of around 250 units each.
• 😀 Distribution is done through a network of distributors, with specific regions being handled by different distributors, ensuring the products reach various areas like Magelang, Semarang, and even outside Jogja.
• 😀 The company continues to innovate by launching new products regularly and plans to introduce 'Gula-Gula Jogja' next, showcasing their commitment to staying competitive in a fast-moving market.

Q & A

What is the main challenge that Nurhayati (Atik) faces in her business?

The main challenge Atik faces is the need for continuous innovation and adapting to market demands. She emphasizes the importance of identifying what the market truly needs, rather than just producing products.

What inspired Nurhayati to start her food business in Yogyakarta?

Atik was inspired to start her food business after moving to Yogyakarta from East Java. She recognized the potential in creating local souvenirs, like bakpia, for tourists visiting Yogyakarta, a city known for its tourism and famous for such products.

Why did Nurhayati change the brand name to Menuk?

The brand name was changed to Menuk in 2018 to align with the new location and production focus. 'Menuk' was derived from the name of the street 'Menukan', reflecting a strong work ethic and determination.

What prompted the decision to expand the product line beyond bakpia?

The decision to expand beyond bakpia came when Atik realized that bakpia, with its short shelf life, could not be easily distributed or sold beyond their store. The pandemic also highlighted the need for products with longer shelf lives that could be distributed more widely.

What are the new products introduced by the business besides bakpia?

Besides bakpia, the business introduced pie susu (milk pie), almond crispy, and kacang cookies. These products are designed to have longer shelf lives and cater to the souvenir market.

How did the pandemic impact Nurhayati's business strategy?

The pandemic pushed Atik to rethink the business model. It forced her to diversify the product range to ensure better distribution and sales opportunities, leading to the introduction of products like pie susu and almond crispy.

How does Atik's business handle product distribution?

Atik's business uses a combination of direct sales, distributors, and resellers to handle product distribution. The business focuses on ensuring that each distributor is assigned specific regions to avoid market competition between them.

What is the significance of the product packaging in Atik's business?

The packaging is crucial as it reflects the brand and helps customers recognize the product. Atik specifically chose to offer products like pie susu with packaging that is familiar to tourists, associating it with the well-known version from Bali but rebranded for Yogyakarta.

What is Atik's approach to dealing with competitors in the market?

Atik believes that innovation is key to staying ahead of competitors. While many competitors have copied her pie susu product, she focuses on maintaining quality and consistency in both flavor and packaging to differentiate her brand from others.

What future plans does Atik have for her business?

Atik plans to continue innovating and introducing new products every month. She also aims to expand her distribution network, targeting more regions, and hopes to move towards larger-scale production and formal business structures, such as obtaining BPOM certification.