UNAIR NEWS – Dewi Arum Muqqadimah is young, brave with lots of achievements. At 24 years of age, the alumnus of Marketing management Universitas Airlangga 2010 dared to start a business without investing a single penny.
Her family is keen on knitting so she initiated to market her aunt’s works, knitted products which are ready in her house.
When she was a freshmen in UNAIR, Dewi used a feature of Message Broadcast in BMM and started to market the products through word of mouth marketing. Not long, there is positive response for the products. She got many orders for various shapes and models of bags, mobile phone pouches, pencil case even shoes. For branding, Dewi named her business “My Knitted Indonesia”.
In the beginning of her marketing, Dewi did not have enough experience and knowledge on management. She had difficulties to sell the products and manage the finance. Nevertheless, she kept trying to manage the business alone and make it bigger.
Taking Advantage from Study
Being a student of UNAIR Marketing Management, Dewi got a lot of knowledge on finance such as marketing strategy she used in her business.
Furthermore, in every subject on product presentation, she always presented her knitted products to her friends and lecturers. She also often took part in business plan competition held among universities.
“We have been in a group of business plan competition in Yogyakarta and funded by the university. Alhamdulillah, we got the fourth place at national level,” said Dewi during an interview in UNAIR Radio.
The marketing strategy she used was introducing her products through exhibitions or bazaar hel in the campus or outside campus. Dewi always took part in small and medium scale business exhibition in Indonesia. As a result, My Knitted Indonesia products have been distributed around Indonesia.
“There are more enthusiasts from outside Java. They say my products are unique and beautiful, therefore the selling is good outside Java and they are willing to wait,” he said.
As she was running her business at the same time with her study, she had an idea of producing knitted shoes for adults. At first, the product was only for kids and babies. After observing some shoe production workshops and got the knowledge, Dewi started to produce knitted shoes for adults in various models. They became the best selling products.
Regarding her achievements, Dewi has been in the third place of outstanding young entrepreneur in East Java held by Dispora Jatim. In 2012, My Knitted Indonesia received an award as Best Development Product Expo UNAIR and the fifth place in business plan competition held in UII Yogyakarta. There are many more achievements made by Dewi with her knitted products.
Through her hardwork, she has made Rp 20 million a month. Dewi also has a knitting workshop in Ketintang Surabaya and an offline shop in ITC Mega Grosir Surabaya. She even patented her brand for Trade Permit (SIUP) and Tax Payee Number (NPWP).
In the future, she hoped that her business could develop and became a great enterprise in Indonesia as she was sure that her products have uniqueness in themselves. (*)
Author : Faridah Hari
Editor : Dilan Salsabila