Tag: homemade marketplace

Localio to Develop Marketplace Platform for Home-Made Culinary Business

It is not new knowledge that household activities during the pandemic are busier than normal days. Cooking activity is one of the most dominant. The benchmark is the number of home culinary businesses that have grown significantly during a pandemic. Localio tries to catch the fortunes of this trend.

Localio is a digital startup that was just established in July. This startup was founded by Andry Suhaili, Sebastian Wijaya, Donald D. Kusumo, and Handoko Kusumo as a marketplace for the home culinary business. Although at first glance it is no different from the GoFood and GrabFood platforms, they insist that the Localio business is different. One of them is the localization of their product.

“Basically Localio is a local homemade marketplace, helping MSMEs meet their communities,” said Andry, who plays the CEO.

The initial idea for Localio came from the Andry family who intended to sell their home cooking but had difficulty finding a large niche market. To enter platforms such as GoFood or GrabFood, according to Andry, is quite difficult because it requires a long queue.

Departing from that problem, he and his friends made research about the difficulties experienced by the home culinary business. After that they found a number of similar problems including the difficulty of the home business in marketing and there was no single platform for them.

Product segment

Andry admitted that there are already other platforms such as GoFood, GrabFood, and other e-commerce that can be used by home culinary businesses. However, according to him, the platform above does not really suit the needs of a home business. With Localio, Andry said that his party can help home businesses from promotions, attracting customers, online business training, to courier selection.

Since their target audience is micro and even ultra-micro businesses, Localio does not charge any fees to merchants who join. Nor do they seek to profit by applying commissions.

“We are not taking commissions, but we see opportunities in infrastructure, for example with suppliers,” Andry added.

What Andry means by infrastructure is the ecosystem that Localio is building. Andry explained that there are three main pillars that will become the Localio ecosystem, namely fulfillment, finance, consulting and advertising services. Advertising includes their current business model.

The fulfillment in question includes the supply chain that connects sellers to food vendors, delivery, and provision of satellite kitchens. This supply chain thing, they call it LocaSupply, is still a work in progress. Andry said that his party plans to partner with Wahyoo for this product.

Which is quite interesting in the delivery options. Andry said that they prepared courier options using bicycles, scooters and pedestrians. The pedestrian option arose because the food delivery distance in Localio was only 3 kilometers. In addition to the choices of couriers, they also took Gojek and Help as additional options.

“Our existing business model is Live Streaming, LocaAds, and delivery.”

Business plan and target

Localio started out in a relatively small business. They started their business by hooking up with a seller in the Tanjung Duren area, West Jakarta. Then they hooked up with other home businesses in the Kelapa Gading, Pluit, PIK, Sunter, and Pasar Minggu areas.

CTO Sebastian Wijaya said that his party now has a number of sellers scattered outside cities such as Sidoarjo and Medan. However, for now they will still focus on expanding their reach in the Jabodetabek area. Meanwhile, until December, they are at least targeting to expand to Bandung, Surabaya, Bali and Singapore. They chose Singapore because according to them the conditions of the home-based culinary business there are also improving, plus Sebastian who is currently living there.

Apart from expansion, Localio also plans to attract professional chefs who were laid off from work during the pandemic to join their platform. Later the chefs will be accommodated into their own canals.

By mid-October, Localio had won 1000 sellers. They are targeting to reach 4000 sellers by the end of the year with the expansion they have planned. This growth target will also be used to attract investors. Currently, the capital in Localio is still in the bootstrap phase with additional capital from Win Ventures.

“In the future, we want to form a home-based business ecosystem. Overall, we want to be a platform that connects local MSMEs, promoting them from an unknown food business to becoming a global player to exporting abroad,” said Andry.

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Original article is in Indonesian, translated by Kristin Siagian

Ambisi Localio Bangun Platform Marketplace untuk Bisnis Kuliner Rumahan

Sudah bukan pengetahuan baru bahwa kegiatan rumah tangga selama pandemi berlangsung jadi lebih sibuk dari hari normal. Kegiatan masak-memasak salah satu yang paling dominan. Tolok ukurnya dari jumlah bisnis kuliner rumahan yang bertambah signifikan di masa pandemi. Localio mencoba menangkap peruntungan dari tren tersebut.

Localio adalah startup digital yang baru berdiri pada Juli kemarin. Perusahaan rintisan ini didirikan oleh Andry Suhaili, Sebastian Wijaya, Donald D. Kusumo, dan Handoko Kusumo sebagai marketplace bisnis kuliner rumahan. Meski sekilas tak berbeda dengan platform GoFood dan GrabFood, mereka bersikeras bisnis Localio berbeda. Salah satunya kelokalan produk mereka.

“Pada dasarnya Localio itu marketplace homemade lokal, membantu UMKM bertemu komunitasnya,” ujar Andry yang berperan sebagai CEO.

Ide awal dari Localio bermula dari keluarga Andry yang berniat menjual masakan rumahan mereka namun kesulitan untuk menemukan ceruk pasar yang luas. Untuk masuk ke platform seperti GoFood atau GrabFood pun menurut Andry cukup sulit karena perlu antre cukup lama.

Berangkat dari masalah itu, ia dan teman-temannya membuat riset tentang kesulitan yang dialami bisnis kuliner rumahan. Setelahnya mereka menemukan sejumlah masalah serupa termasuk kesulitan bisnis rumahan tersebut dalam memasarkan dan belum ada satu platform yang mewadahi mereka.

Segmentasi produk

Andry mengakui bahwa sudah ada platform lain seperti GoFood, GrabFood, serta e-commerce lain yang bisa dipakai bisnis kuliner rumahan. Namun menurutnya platform di atas belum begitu sesuai dengan kebutuhan bisnis rumahan. Dengan Localio, Andry mengatakan pihaknya dapat membantu bisnis rumahan mulai dari promosi, menjaring pelanggan, pelatihan bisnis online, hingga pemilihan kurir.

Oleh karena target pengguna mereka adalah bisnis mikro bahkan ultra mikro, Localio tidak mengenakan biaya kepada penjual yang bergabung. Mereka juga tidak mencari keuntungan dengan menerapkan komisi.

“Kita memang tidak tidak ambil komisi, tapi kami lihat peluangnya di infrastruktur, misalnya dengan supplier,” imbuh Andry.

Yang dimaksud infrastruktur oleh Andry adalah ekosistem yang sedang Localio bangun. Andry memaparkan ada tiga pilar utama yang akan menjadi ekosistem Localio, yaitu fulfillment, keuangan, jasa konsultasi dan iklan. Iklan termasuk model bisnis mereka yang sudah berjalan saat ini.

Fulfillment yang dimaksud termasuk rantai suplai yang menghubungkan penjual ke vendor bahan pangan, pengantaran, serta penyediaan dapur satelit. Perihal rantai suplai ini, mereka menyebutnya LocaSupply, masih dalam proses. Andry menyebut pihaknya berencana menggandeng Wahyoo untuk produk tersebut.

Yang cukup menarik di opsi pengantaran. Andry mengatakan bahwa mereka menyiapkan pilihan kurir menggunakan sepeda, otoped, dan pejalan kaki. Opsi pejalan kaki muncul karena jarak pengantaran makanan di Localio tadinya cuma 3 kilometer. Di samping pilihan kurir tadi, mereka juga menggandeng Gojek dan Help sebagai opsi tambahan.

“Model bisnis kami yang sudah jalan itu Live Streaming, LocaAds, dan delivery.”

Target dan rencana bisnis

Localio memulai bisnisnya di lingkup yang relatif kecil. Mereka memulai bisnisnya dengan menggaet penjual di wilayah Tanjung Duren, Jakarta Barat. Lalu menggaet bisnis rumahan lain di wilayah Kelapa Gading, Pluit, PIK, Sunter, hingga Pasar Minggu.

CTO Sebastian Wijaya mengatakan, pihaknya pun kini sudah memiliki sejumlah penjual yang tersebar di luar kota seperti Sidoarjo dan Medan. Namun untuk saat ini mereka masih akan berfokus untuk memperluas jangkauannya di wilayah Jabodetabek. Sementara hingga Desember nanti mereka setidaknya menargetkan bisa ekspansi hingga ke Bandung, Surabaya, Bali, dan Singapura. Mereka memilih Singapura karena menurut mereka kondisi bisnis kuliner rumahan di sana juga sedang meningkat, ditambah Sebastian yang sedang bermukim di sana.

Selain ekspansi, Localio juga berencana menggaet koki profesional yang diberhentikan dari tempat kerjanya selama pandemi untuk bergabung ke platform mereka. Nantinya para koki tersebut akan diwadahi ke dalam kanal tersendiri.

Sampai pertengahan Oktober, Localio sudah berhasil meraih 1000 penjual. Mereka menargetkan dapat meraih 4000 penjual hingga akhir tahun dengan ekspansi yang telah mereka rencanakan. Target pertumbuhan itu nantinya juga akan dipakai untuk menarik minat para investor. Saat ini modal di Localio masih di fase bootstrap dengan tambahan modal dari Win Ventures.

“Ke depan kami ingin membentuk ekosistem usaha rumahan. Secara keseluruhan kami ingin jadi platform yang menghubungkan UMKM lokal, mempromosikannya dari bisnis makanan yang tidak terkenal menjadi pemain global hingga ekspor ke luar negeri,” pungkas Andry.

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