JWC Campus – Managing regional business come with its own challenges, from customizing products or services based on the various characteristics of regional market, operational, to managing human resources with various culture background. Then how do we build a regional business at an industry sector which is still not known as Indonesia’s strength? How do we manage the characteristics of each country of the region (such as language, culture, and system, among others)? How do we merge these differences to reach a common purpose? How do we build consistency of customer experience in many business units?
The President and CEO of Indivara Group, Jusuf Sjariffudin, tries to answer these questions during “Workshop on Global Mindset and Managing Across Culture in the New Business Perspective”. This workshop was organized by Business Management Program of BBS on Tuesday (24/5) at JWC Campus. Indivara Group is a technology parent company based in Indonesia which focuses on ASEAN market.
Indivara Group is supported by three main divisions which build sustainable digital business. First, IT consultant division which develops and implements software for enterprise clients; second, platform business which use pay-per-transaction model which allows the company to have consistent income and go digital quickly without facing technological difficulties; third is product division which continuously invests on research and development as well as application maintenance.
Indivara provides a leading wealth management service application which serves over 10,000 branches of bank, processing 70% of total fixed income and volume trust unit in Indonesia. It serves the biggest bank client which focus on the wealth management of the country they operate in. Indivara also has a SMS Gateway company in Indonesia with an average of 58 million SMS per month processed for business on 2015. It also possesses an integrated payment gateway company in Indonesia and Malaysia, and logistic gateway which is connected host-to-host with the biggest Indonesian logistic company, JNE, which helps them to process 11 million packages every month.
Indivara operates in several ASEAN countries, such as Philippines, Malaysia, Brunei, and Singapore. Then, what is the secret of managing regional business from Jusuf Sjarifuddin? His first tip is, “Dare to dream and always feel curious to keep learning.” He said that to have a regional or global business, we must have goals with values that we have to realize.
Second tip is to take care of the basic necessities, language and process. “Communication is the basic of every activity. With employees from various countries, communication is extremely important. Even though most of Indivaras’ employees are from Indonesia, but there are also employees from other ASEAN countries such as Singapore, Philippines, and Malaysia, and all of them have to work together. This makes English the daily language in our office. We also have tools and standard operation which can be used in every country we operate in,” said Jusuf.
Third tip is to have a strong and clear differentiation for various markets. “In developing products or services, first we have to decide the target, global or regional market. Therefore, we can determine the differentiation factor to make it different from other competitors and can be easily recognized by the customer or potential customer,” said Jusuf.
Fourth tip is to determine which aspect should be centralized and decentralized. Indivara uses a 80:20 formula. “When designing a product, make it 80% to fit the standard of regional needs. Just like standard accounting in many countries. While the 20% for product customization. What to centralize and decentralize. Group specific and country specific nuances,” explained Jusuf.
The fifth tip is to maintain a good teamwork and respecting the differences and diversities of the employees. These two things are the formula used by Jusuf in his team to keep producing new innovations and solutions.
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