Bab 1 AKM Awal

Summary

The founder of Randol, a popular Indonesian cendol business, shares their journey from struggling financially to building a successful brand with over 700 outlets across Indonesia. The idea stemmed from a desire to offer a modern twist on traditional cendol, replacing coconut milk with healthier milk options. With unique menu items and strong social media marketing, the business grew quickly. Despite facing hardships, the founder’s vision was to ensure their family’s future and promote Indonesian culture. They now hope to inspire young entrepreneurs to elevate traditional Indonesian culinary products.

Takeaways

• 😀 The journey began due to concerns about Indonesia's market share and competition from foreign products.
• 😀 The entrepreneur observed a lack of business people selling traditional Indonesian products, leading to the idea of selling cendol.
• 😀 Cendol was chosen because it represents Indonesia and is considered one of the world's 50 most delicious drinks.
• 😀 To make cendol more appealing to modern consumers, the entrepreneur modified the traditional recipe by replacing coconut milk with milk.
• 😀 The business also aimed to contribute to improving Indonesia's low milk consumption rates, which were much lower compared to neighboring countries.
• 😀 The name 'Randol, King of Cendol' reflects the goal of becoming the dominant local brand and promoting Indonesian products.
• 😀 The company has grown to over 700 outlets across Indonesia, relying heavily on unique menu items and strong word-of-mouth marketing.
• 😀 The entrepreneur's humble beginnings included working as a laborer and busking to collect capital to start the business with only a small amount of money.
• 😀 The entrepreneur’s primary motivation for starting the business was to ensure financial stability for their family and avoid future financial struggles.
• 😀 Social media plays a crucial role in the marketing strategy, helping to build an audience and promote the brand effectively.
• 😀 The business now offers 20 different cendol flavor variants and has the capacity to distribute around 10,000 cups per day across outlets nationwide.

Q & A

What inspired the entrepreneur to start a cendol business?

The entrepreneur was initially intimidated by the presence of foreign products in the Indonesian market and was seeking a way to promote local, traditional products. After observing that cendol was an iconic Indonesian drink, they decided to focus on it as a business opportunity.

How did the entrepreneur modernize cendol to appeal to younger generations?

The entrepreneur replaced coconut milk with milk to make cendol healthier and more modern, aiming to cater to current millennial tastes and increase the appeal of the traditional drink.

What is the significance of the name 'Randol, King of Cendol'?

'Randol, King of Cendol' reflects the entrepreneur's vision of establishing a dominant local brand that would be loved by the people of Indonesia, positioning it as a product that could compete with foreign ones and thrive in its home country.

What marketing strategy helped the business grow effectively?

The marketing strategy was heavily reliant on word-of-mouth, which was facilitated by unique and creative menu names. This, along with the establishment of a community called 'Randolicious,' helped build a strong, loyal customer base.

How did the entrepreneur fund the start of the business?

The entrepreneur used a combination of personal savings, money earned from busking, and installment payments to build the first outlet, even when the initial capital was far less than what was needed.

What are the two main goals of the entrepreneur's business?

The entrepreneur’s two main goals were to ensure that their family would no longer worry about food and financial stability, and to be able to afford healthcare in case of sickness.

What role did social media play in the business's growth?

Social media played a crucial role in building an audience for Randol, allowing the business to reach a wider audience and create more awareness of their unique offerings.

What is the process of making cendol at Randol?

The cendol preparation process involves making the raw materials, which takes several hours of stirring to ensure even consistency. The cendol is then molded using pandan leaves before being distributed to various outlets for final preparation with milk, brown sugar, and various toppings.

How many outlets does Randol have, and where are they located?

Randol has over 700 outlets across Indonesia, with recent expansions in cities like Merauke and Sabang.

What are the price points for Randol's products?

The price of Randol's cendol ranges from IDR 9,000 to IDR 15,000, depending on the location and customization of the drink with various toppings.