Universitas Kristen Duta Wacana (UKDW) Yogyakarta’s Office of Student Affairs, Alumni, and Career Development teamed up with the Centre of Entrepreneurship and Innovation (Centrino) UKDW to host the second session of the Entrepreneurship Clinic (ECS 2) on August 5, 6, and 12, 2024. This session aimed to bolster students’ creativity and innovative efforts in starting new ventures, while deepening their understanding of entrepreneurial principles. Four business groups, beneficiaries of the 2024 Student Entrepreneurship Development Program (P2MW), alongside other students, participated in the event.
The Head of Centrino, dr. Haryo Dimasto Kristiyanto, S.S., M.Sc., highlighted the focus of ECS 2, which included branding strategy, entrepreneurial ecosystems, and marketing tactics. “Given the experiences of the P2MW 2024 grant recipients, we are confident in their future growth as thriving business entities,” dr. Kristiyanto remarked. Notably, three of these groups are alumni from the 2023 MBKM Entrepreneurship grant program.
Ign. Agus Putranto, M.Si (Agus), an expert in communication and advertising from Universitas Atma Jaya Yogyakarta (UAJY), presented on branding strategy. He described a brand as a symbolic system that conveys a promise to consumers. “A brand’s image is shaped by consumer experiences and the information they receive,” Agus explained. He also serves as the Head of the International Cooperation Office at UAJY and the Program Director of the Pinasthika Creative Festival.
Following this, RM. Satya Brahmantya (Bram), Team Leader at the National Industrial Design Center (PDIN) Yogyakarta and design and business expert at the Indonesian Ministry of Industry, discussed the entrepreneurial ecosystem. Bram detailed how this dynamic system of interconnected elements supports new ventures. He emphasized the role of aggregators—such as government, educational institutions, investors, and business incubators—in fostering sustainable business development in Yogyakarta.
The session concluded with Purnama Sidi, owner of NggoneMbahmu Coffee Roaster in Klaten, presenting on marketing strategies. Affectionately known as Mbah Kung, he highlighted the importance of brand personality in product introduction. “Brand personality, shaped by consumer characteristics, attracts both physical and emotional engagement,” Sidi said.
NggoneMbahmu’s signature coffee beans—Mbah Karyo, Mbah Mitro, and Mbah Joyo—embody a philosophy of collaboration and success. “Through maKaryo (work), we build Mitro (partnerships) with coffee farmers to achieve Joyo (success) together,” he noted.
Mbah Kung’s distinctive approach has set NggoneMbahmu apart from other coffee roasters, creating a unique coffee-drinking experience. This differentiation has led to significant recognition, with 70% of loyal customers coming from outside the city. NggoneMbahmu’s impact has been so notable that it was invited to the Presidential Palace by the President in 2017. [Centrino.amp/trans.drr]