Forbes Indonesia|February 2020
That being said, this year, we are proud to present Forbes Indonesia 30 Under 30 2020. From the submissions we received, we were able to see the enthusiasm of aspiring youths in Indonesia. They have proven themselves that age is not an issue when it comes to contributing to society, innovating, and making achievement.
In the second batch of this prestigious list, we have honorees from 7 different sectors, namely: Art, Style & Entertainment; Business & Entrepreneur; Politics & Law; Social Entrepreneur & Philanthropy; Sports; Technology; and Venture Capital.
The list was gathered from submissions and research done by Forbes Indonesia’s editors involving three judges: Founder & CEO of PT Haldin Pacific Semesta Alisjahbana Haliman, and Cofounders of Saab Shares Elena & Sabrina Bensawan, who are alumni of Forbes Indonesia 30 Under 30 2019.
Certainly, there are more bright Indonesian youths out there than what the list can accommodate. Thus we wish to keep on expanding our 30 Under 30 list and encouraging you to participate in the following years. We will be waiting for your submission!
Art, Style, & Entertainment
Maudy Ayunda, 25 Singer-songwriter-actress
Muchlis Fachri, 27Visual Artist
Muchlis “Muklay” Fachri, 27
Muchlis Fachri is an Indonesian visual artist, better known with the nickname Muklay. He started creating artworks since 2010 when he studied Fine Arts in the Universitas Negeri Jakarta. Muklay takes the approach of art movement Lowbrow that combines pop art with surrealism and is inspired by American cartoonist and illustrator Charles Burns. Colorful characters with unique features like wide eye and mouth are a signature for his illustration. He makes his artworks accessible to the public by applying the illustration to various merchandise like a jacket, t-shirt, and even motorcycle. In selling the wearable artworks, Muklay prefers to collaborate with brands because it can help him reach wider audiences. So far, he has collaborated with numbers of renowned brands including Uniqlo, Lock and Lock, and Gramedia.
Business & Entrepreneur
Anugrah Pakerti, 26 Founder & CEO, AVO Innovation & Technology
Benson Putra, 27 Jazz Pratama, 25 Nadia Daniella, 26 Cofounders, Bartega
David Christian, 27 Founder & CEO, Evo & Co
Elisa Suteja, 27 Co-founder & COO, Fore Coffee
Hartman Harris, 29 Wesley Yiu, 25 Cofounders, EVOS Esports
James Hadisurjo, 25 Founder & CEO, Bridges Eyewear (Roots Retail Group)
Muhammad Arif Susanto, 28 Co-founder & CEO, Dus Duk Duk
William Sunito, 27 Founder & CEO, TokoWahab.com
Anugrah Pakerti, 26
Founder and CEO, AVO Innovation & Technology
Anugrah Pakerti understands that utilizing technology in selling beauty products will result in efficiency in accelerating brand awareness and exposure. So when he founded AVO Innovation & Technology in 2014 and launched its first product line under the brand Avoskin Beauty, he decided to partner with beauty influencers in marketing the products. The strategy works and his business grows overtime. Besides selling skincare products brands Avoskin Beauty and Lacoco, the company also sells makeup product brand Look. In running the business, AVO focuses on one purpose; creating locally manufactured beauty products that embrace natural extracts as their ingredients. The products are manufactured in Yogyakarta by a third-party company, while AVO creates the formula. From only three SKUs in the beginning, now it has grown to over 50 and counting. AVO sells the products with the D2C model through its website, as well as online marketplaces like Sociolla and Tokopedia.
Benson Putra, 27 Jazz Pratama, 25 Nadia Daniella, 26
Started from boredom due to mundane weekend activities, Benson, Nadia, and Jazz found Bartega, a creative and lifestyle hospitality business, in 2017. Through Bartega, they offer painting as a means to chill, to have an alternative activity on weekends, or even to convey a message for both individual or corporation. It pioneers the “paint and sip” activity that literally means painting while sipping free-flow wine or other beverages. Besides Jakarta, they already expand the activity to other cities like Bali and Surabaya, as well as Singapore. Thanks to the rise of digital marketing, Bartega has attained greater exposure and attracted more people to join its events. It now holds about 40 painting events a month, with 60% being public events and the rest are private sessions. Benson handles Bartega’s art and business development, while Jazz manages the marketing and Nadia handles the company’s finance and human resource.
David Christian, 27
Founder & CEO, Evo & Co
According to the United Nations Environment Programme, every year we produce over 300 million tons of plastic, 50% of which is for single-use purposes. Almost 80% of the waste ends up dumped in nature and will probably not degrade in over 100 years, leading to an environmental catastrophe. There have been a lot of innovations to address this issue, one of which is offered by David Christian’s Evo & Co. which produces environmentally friendly – including edible – packaging products made of materials like seaweed, cassava, and sugar cane. David was moved to create eco-friendly food packaging after coming back to Jakarta in 2015 from his four years studying in Canada.
“I was a bit shocked when I came back home. I saw there was a lot of waste on every corner of the city, and most of it was a plastic waste,” says David, CEO, and founder of startup company Evo & Co.
After a year experimenting with materials, in 2016, the startup started with colorful edible beverage cups made of seaweed. The colorful cups branded Ello Jello comes in various colors like green tea, orange, lychee, and can have added flavors too, suitable for various occasions, from picnics and birthday parties to weddings. They offer an environmentally friendly alternative to plastic or paper cups. If not eaten, the cup fully decomposes in a matter of weeks.
Besides considering the environmental impact, David also looked into the social impact. One of the reasons why David chose seaweed as the raw material for the cups was because being an archipelago Indonesia is one of the largest seaweed producers in the world. Annually, the country harvests 6 million tons of seaweed, yet most of the production is not fully absorbed by the market. Thus, when scaled, the company will also be helping seaweed farmers in Indonesia. Furthermore, to produce the cup, David works together with an orphanage in Jakarta.
Evo & Co. has also developed the seaweed packaging to edible food wraps and edible sachets as well as biodegradable packaging, under the brand Evoware. What is innovative about the product is that it can also be used for liquids and semisolids such as sauces and seasoning oil in instant noodles. The company has designed and holds the patents to use dammarcoated seaweed packaging that can be dissolved in warm water to replace the thin laminated plastic used in conventional liquid or semisolid packaging. Dammar is a non-timber forest product commonly found in Indonesia. The material is generally recognized as safe to consume and has been used as a food stabilizer. Evo & Co. claims that its edible dammar-coated seaweed sachets can inhibit bacteria growth in the food, thus extending the food expiration date. The seaweed packaging itself has a two-year shelf life.
The innovative product led to Evoware winning several competitions. In 2017, Evoware was one of six winners of the $1 million Circular Design Challenges, a contest run by the Ellen MacArthur Foundation & OpenIdeo. The competition focused on finding solutions for plastic packaging items that are too small or complex to get recycled, such as seasoning sachets, wrappers, and coffee cup lids. Previously, the company also won in the Idea Category in Social Venture Challenge Asia 2017. The company is looking to expand its production capacity as well. David says with economies of scale, the price will also be more affordable. In the meantime, David has also sent samples of the edible packaging to 800 companies in 52 countries worldwide to seek feedback from the market.
Besides seaweed, the company also explores other sustainable materials. Last year, David launched Evoworld, a brand that focuses on providing a full range of alternatives to single-use plastic items, from biodegradable and compostable, to edible. Evoworld products range from cassava plastic bags, sugarcane containers as substitutes for commonly used Styrofoam, and paper and rice straws, to bamboo and wooden cutlery. Furthermore, through the brand, David and his team are also actively working with other companies to raise awareness about sustainable living. One of his brand partners is Boga Group, which operates restaurant chains like Bakerzin, Pepper Lunch, Shaburi, and Kintan Buffet.
In addition to that, at Evo & Co, David runs the Rethink campaign. Rethink aims to get people to evaluate their consumption habits and encourages them to live more sustainably. Currently, David is seeking to persuade 1 million people to reduce their plastic consumption by using viable alternatives, one of which is by introducing zero-waste kits: cutlery, straws, shopping bags, and tumblers that are environmentally friendly.
“For each kit that is sold, we donate 5% to less fortunate people. Meanwhile, for customers, every Rethink member can get a special discount at certain restaurants, as long as they bring the kit,” says David. –By Ulisari Eslita
Elisa Suteja, 27
Co-founder and COO Fore Coffee
Indonesians are the world’s sixth-largest coffee drinkers based on a report by the Ministry of Agriculture that stated the national coffee consumption in 2016-2017 was approximately 276,000 tonnes, with the figure expected to rise by 8.22% on average until 2021, reaching 370,000 tonnes. With the growing domestic consumption, many local coffee chains have begun to mushroom in major cities in the country.
Among these local players, Fore Coffee has joined the race with a vision of becoming a pioneer in digitizing Indonesia’s coffee culture.
The coffee chain was established in August 2018 by Robin Boe and Jhoni Kusno, owners of Medanbased online coffee purveyor Otten Coffee, in collaboration with East Ventures. Otten is also one of East Ventures’ portfolio companies but focuses on selling coffee beans and equipment. Fore also sources its beans and equipment from Otten. During the initiation process, Elisa Suteja, who was working at the venture capital, was invited to join Fore as deputy CEO and is currently the chief operating officer.
Elisa previously worked as a senior analyst at East Ventures. She was also employed at the business and merchant development division of Tokopedia shortly after she graduated from Prasetiya Mulya Business School with a degree in business management and marketing back in 2014. Throughout her professional career, Elisa has achieved numerous accolades, such as being a finalist in the 2014 Procter & Gamble ASEAN Business Challenge, a runner-up in the 2013 General Electric Case Study Challenge, and named the 2013 best performer in AIESEC in Prasetiya Mulya Business School.
Now, Robin and Elisa run the grab-to-go coffee company, while Jhoni manages Otten. In less than two years, Fore has grown significantly from one outlet in South Jakarta to 122 outlets spread across Greater Jakarta, Bandung, Surabaya, and Medan. Its mobile app has 1.5 million registered users. Furthermore, the company currently employs 850 baristas and 100 back-office employees in Fore’s two offices in Jakarta and Surabaya. Based on Fore’s latest disclosed data, the number of coffee cups sold by the coffee chain amounted to 300,000 cups per month as of April 2019. At that time, Fore had just opened around 35 outlets. According to East Ventures’ co-founder and managing partner Willson Cuaca, Fore experienced a revenue growth rate of 7,800% from December 2018 to December 2019.
“The name Fore is an abbreviation of Forrest as we wanted to establish a coffee chain in large cities such as Jakarta with green and nature-inclusive atmosphere,” she says.
Elisa says the success factor behind the growth is the company’s ability to see the opportunity to fill the middle gap between cheap instant coffees commonly sold at mom-and-pop stores and the relatively pricey international coffee chains such as Starbucks. Until recently, there was a lack of a middle alternative between the two ends of the coffee spectrum. Within the growing industry of local coffee chains falling under the category of “middle alternative,” Elisa claims that Fore has its own competitive edge compared with its competitors. For example, using its app, the company can appeal more to its target, a market segment consisting mainly of millennials, Gen-Z, and tech-savvy individuals.
“Fore is different because of the unique values that we add to the coffee industry, which is the mobile application that we created and the efficiency of our customer service. Customers don’t need to queue anymore, they just order via the app, go to the selected outlet and pick up their drinks. Furthermore, we also have a campaign called ‘Fore Usable’ in which the packaging of our beverages, both paper, and plastic, is bio-degradable in the hope of enticing our customers to reuse the packaging that we use multiple times before disposing of it,” says Elisa.
The rapid growth of the coffee chain led to an $ 8.5 million fund injection from East Ventures early last year. Elisa said that the most significant portion of the funds was spent on opening more outlets, followed by developments on the mobile app and marketing efforts through social media. Fore also uses marketing endorsements by famous figures such as Nia Ramadhani, Denny Sumargo, Laura Basuki, and VJ Daniel.
Besides high-profile endorsements, Fore has also collaborated with brands such as Toblerone and Magnum ice cream for its menu items such as Forerone Latte and Magnum Brown Latte. Some 63% of Fore’s revenue distribution consists of espresso-based menu items, while the rest is a combination of its non-coffee and tea products. Elisa claims that Fore is one of the few coffee chains to fully use Indonesian Arabica beans, which is also meant to help local farmers.
Furthermore, in November last year, Fore announced its collaboration with local accommodation network provider Airy to open 1,000 outlets in Airy properties spread across 100 cities in Indonesia in the following years. Fore will establish 50 locations during the first phase of the agreement. In the future, Elisa said that Fore had the ambition to expand to more cities throughout the archipelago while continuing to use only locally grown Arabica beans.
When asked what sort of obstacles Fore had encountered the most since the business started in 2018, Elisa said that finding the right tech talent to develop the app further and maintaining operational excellence were the two most challenging tasks at hand.
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