Presentation by Ari Margiono of BINUS BUSINESS SCHOOL during WAVE Woman: Strengthening Women Economic Capacity through Skill-based Volunteering Volunteer-ID, supported by BINUS Business School, celebrate International Women's Day by increasing public awareness about skill-based volunteering, women economic capacity strengthening This presentation was shared during a half-day free event to plant seed of camaraderie, share ideas, form network, and strengthen knowledge. Discussion theme: a. Skill-based Volunteering, CSR & Stakeholders Engagement: Its potential contribution to strengthening women economic capacity. b. Women Entrepreneur, Opportunities & Challenges c. Implementation of SBV in higher education & banks d. Woman entrepreneur's story. how do I start?

1. Social Impact Program
“Micro Enterprise Business Support in Indonesia”
M. Ari Margiono, MScEcon, MM
Student and Alumni Relations Manager/Contribution to Community
BINUS Business School
Jakarta, Indonesia
mmargiono@binus.edu
http://bbs.binus.edu
1 October 2011

2. The Program
• Collaboration between Binus Business
School - students and faculty members from
school of marketing and school of art and
design - and International and local NGOs
• Creating social impact by marketing
innovation
• Program areas: community product
marketing support, livelihood for poor
people, etc
• Short-term pilot project: 6 months

3. The Project
“Community Product Marketing Restoring Coastal
Livelihood Project
Plan Development and Training”
Supporting local women producers by The project is part of an
increasing their knowledge and skills in Oxfam GB, Oxfam
marketing and product design Canada, and CIDA
program on mangrove
Sea Holly restoration and
(Acanthus) Tea community livelihood
improvement in South
Sulawesi, Indonesia
Local community produces herbal tea
from sea holly (acanthus) plant growing
wild in the mangrove conservation area

4. The Challenges
• Limited capacity, skills
and production
technology “How can local
• Herbal tea might only community produce and
sell local herbal
be appealing to
certain market, e.g. (acanthus) tea to
premium premium market?”
• No reliable business
infrastructure

5. Framework
Oxfam
Production Finished
Raw Acanthus Market
Process Product
Collecting Cutting, Drying Packaging
Potential Market
Women Community Analysis (Premium)
Producer Groups at
Takalar, South Sulawesi
BINUS Business
Marketing Capacity Building
Packaging Design Support
School

6. The Process
on site activities (south sulawesi)
in campus activities (jakarta)
Student Community
Prototype
Group Voting Training and Review
Assessment Finalization
Competition Production
and Site-Visit
Marketing plan A team of lecturers
Invite students to Reviewing
Identify and product and the best student
develop draft A team of lecturers the
challenges and design group conduct
marketing plan and the best sustainability of
looking for presentation. participatory
(including marketing plan the production
production and Oxfam and training on
market student group and process
design lecturers from Binus product
research) and product design team
opportunities at Business School development
product design work together to
the community level vote the best design and product
in a competition, finalize the plan.
and plan - based on marketing (using
based on challenges Oxfam will
the challenges and parameters in the
and opportunities review the plan
opportunities marketing plan and
presented
criteria product design)

7. Timetable
on site activities (south sulawesi)
in campus activities (jakarta)
Student Community
Prototype
Group Voting Training and Review
Assessment Finalization
Competition Production
and Site-Visit
Sept 11 Sept 11 Oct 11 Dec 11 Mar 12 Apr 12
Marketing plan A team of lecturers
Invite students to Reviewing
Identify and product and the best student
develop draft A team of lecturers the
challenges and design group conduct
marketing plan and the best sustainability of
looking for presentation. participatory
(including marketing plan the production
production and Oxfam and training on
market student group and process
design lecturers from Binus product
research) and product design team
opportunities at Business School development
product design work together to
the community level vote the best design and product
in a competition, finalize the plan.
and plan - based on marketing (using
based on challenges Oxfam will
the challenges and parameters in the
and opportunities review the plan
opportunities marketing plan and
presented
criteria product design)

8. Assessment
A team of BINUS Business
School lecturers
conducted a field visit to
Takalar village in South
Sulawesi to identify the
challenges and the
opportunities in developing
marketing strategy for
grass-root communities
BINUS lecturers were listening to the explanation from Oxfam’s Project
Manager and from local community acanthus tea producers

9. Assessment #2
Binus Business
School team
identified several
opportunities and
challenges in the
production
process
Opportunities
Collecting wild
Premium product, Achantus
Exotic herbal tea positioning
Packaging from local materials
Challenges
Production capacity
Product quality
Supply Chain issues
Limited marketing knowledge
Traditional Processing
and Sun Drying
Final Product

10. Training
During the
assessment period,
BINUS lecturers
delivered the basics of
marketing training for
Community
Organizers and
Oxfam’s partners
Segmenting, Targeting, Positioning Marketing Mix
Dr. Pantri Heriyati Rini Setiowati, MBA
Brand Marketing Strategy Development
Andy Lunarjanto, MBA Dr. Asnan Furinto

11. Competition
BINUS BUSINESS
SCHOOL students
were involved in the
process. They
presented their
marketing plan

12. In the Pipeline
Community
Training and Review
Production
Workshop for Community This stage is aimed
on Business Plan/Setup and to evaluate the
Marketing Plan whole process and
to improve the
BINUS lecturers with collaboration
expertise in Marketing, Brand
Management, Finance, Social
Enterpreneurship, and Social
Media will provide two-day
workshops

13. Potential
Collaboration
Student Community
Prototype
Group Voting Training and Review
Finalization
Competition Production
Global Immersion Program
Potential expansion of the
Overseas students will collaborate with program to include student
BINUS Business School students to immersion program from
finalize the marketing plan prototype for overseas university (UK, US,
the community Europe, etc).

14. Thank You