BD in Startup :

From Ideas To Rollout

Kiki Ahmadi
http://kikiahmadi.com
Author - Kiki Ahmadi
A decade of experience in Other Reports Written :
● Personal Finance in
telco and digital industry
Indonesia
in Indonesia. ● Insurance Market in
Indonesia
S1 Sistem Informasi - ITS.
Msc in Innovation Analysis on fintech and
Management - University startup landscape
of Manchester. ● Investing Fintech in
Indonesia
● How to Develop Loan
Currently AVP Business Product
Development in Amartha. ● Warung : Next Frontier
in Indonesian Startups
Blogging regularly in
Public Presentations :
kikiahmadi.com ● Navigating POJK77

Email : hello@kikiahmadi.com - Blog : https://kikiahmadi.com - Linkedin : https://www.linkedin.com/in/kikiahmadi/

Agenda For Today
Overview on Business Development Role

From Ideas to Nationwide Rollout

Key Competencies for BD

Q&A
Agenda For Today
Overview on Business Development Role

From Ideas to Nationwide Rollout

Key Competencies for BD

Q&A
Overview on Amartha

Urban Amartha Rural Women

Lenders P2P Lending Platform Micro-entrepreneurs

>IDR 2.3 T >490k

Disbursed fund Empowered women
Operated in 400 branches in Java, Sulawesi and Sumatra
micro-entrepreneur
Business Development Role
New
BD scope of work is to expand Services
business vertically (develop new
services) and horizontally (expand
into new markets)

New
Markets

Core Business
 Explore then Exploit
Churning out Build Partnerships Make Build
Ideas Process Organizations

Product
Explore Market Exploit PROFIT
Fit

Make The Idea Test the Get Customer

Happen Concept Feedbacks Scaling-out Drive
Sales
Agenda For Today
Overview on Business Development Role

From Ideas to Nationwide Rollout

Key Competencies for BD

Q&A
 Business Development Process Framework

Ideas Concept Pilot Rollout

Define the problem : Develop concept : Develop MVP Rollout Version 1.0
Brainstorming Pitch deck
Problem scoping Options to pursue Develop operation model Make Process Official
SOPs
Initial hypothesis : Test The Concept Develop dashboard: KPIs
Market Metric-that-matters Incentives
Field survey Develop Prototype:
Gap analysis Customer survey Validate learnings : Replicate pilot teams
Cost benefit analysis Low-fi prototype Checkpoints Recruit
Business case Marketing and pricing test Weekly reports Training / Coaching
Field validation Key aspect
Formulate solutions : Manage Profitability
Benchmarking Look for partners : Go-no-Go Decisions
Design sprint Partner selection criteria
Approach & Negotiation
MoU and PKS
Ideas Stage
Design sprint can do wonders (if you have 3 days or more to spare)
If not, then brainstorm

Look outside
Has this been done in this market ? China ? India ?
Browse through Producthunt, Crunchbase, CB Insights

Pick one and then work it

Don't spend too much time on ideas. Start to execute and ready to
adapt
Design Sprint for Brainstorming
Start at the end
What is the long term goal and how
this problem in the journey

Ask The Expert

Involve people who felt the problem

Lightning Demos
3 minutes demos of solutions from
other markets or competitors

Crazy 8s
“ Five day process for validating
Write 8 ideas, fast!
ideas and solving challenges
through prototyping and testing
ideas with customers “ Decider
- Jake Knapp Pick who will have final say on ideas
Developing Ideas to Concept
Users
Who are the users ?

Value Propositions
What value does this bring to the users? Pain points to solve ?

Product Definition
Pricing ? Features ? Channels ?
Is this an app ? not-app ?

Operating Model
How to deliver product / services to the users ?
Who does what ?

Unit Economics
Growth, Revenue and Cost drivers

Put all of these one slide each, then you have your concept slides
Concept Testing
If you ask user whether they pay for certain services or not they will lie to
your face. Test concept by asking real money or commitment.

Design brochures Cold-calling Offer them directly

Concept to Pilot
Develop the concept
From slides to something real

Set a success criteria

User acquisition ? Number of Trx ? loan disbursed ? GMV ?

Set a budget

Pick areas to pilot

Should be more than 1. Pick multiple varieties.

Use small team

Launch immediately
Everything is an assumption until customer starts giving money
Making Concept into Something Real
Product
PRD & Dev Team

Marketing &
Sales &
Sales Materials
Marketing Team
Concept Slides

SOP & Ops Ops & Back

Model Office Team

Training Field &

Materials Frontliners
Team
Pilot : Do Things That Don't Scale

Deliver / sell / Make use of Be Customer Sheets & Form Integrate

install them other apps Service all the way manually
yourself

“ Solving problems manually builds muscle memory . When you do

finally automate, you'll know exactly what to build” - Paul Graham
Pilot Monitoring Tools
Dashboard
As simple as Google Sheets. Better if using tools such as Metabase or Shiny.

Daily support
Be there for your ops team / frontliners. Respond and decide quickly.

Weekly check-ins
Review metric, any hurdles, best practice. Take quick decision for next week.

Be on Customer Service Duty

Get a direct feedback from customers

Be as close to the problem

If something don't work, just go there. Might not applicable in PSBB times
 Decide when to scale-up
Look at your metric and judge if it reach product-market fit

100
mio

30 mio

7 mio
3 mio

“ 7% growth per week or 30% growth per month”

- Moses Lo, Xendit
Pilot to Scale-up
Find a success and makes it best practice
Killer features
Marketing materials that works
Star salesman

Make process official

SOP
KPI
Incentives

Delegate to other teams

Make your team the ambassador for this services

Pick easy market first

Pilot to Scale-up : Tracking Traction
branch gmvw1 gmvw2 gmvw3 gmvw4 gmvw5 gmv_all

A 1,907,000 1,654,738 634,500 1,144,200 5,340,438

B
C 831,000 562,000 1,393,000

D
E 670,000 1,095,504 9,895,000 19,612,750 2,820,712 34,093,966

F 170,500 2,503,000 5,952,000 8,625,500

G 553,320 2,106,000 266,000 2,925,320

H 4,134,500 4,245,000 5,923,516 2,023,500 2,145,000 18,471,516

I 552,100 4,024,650 2,853,000 4,205,000 10,969,750

J 2,314,500 1,377,000 1,121,500 357,000 5,170,000

K 865,400 2,368,400 286,500 3,520,300

L 537,620 1,170,280 1,707,900

M
N 1,464,000 531,000 1,995,000
Pilot to Scale-up : Mind Your Profitability
Replicate your pilot team
Delegate responsibilities
Training and coaching

Outsource everything at first, if possible

Sampingan.com, Sribulancer.com, Fiverr.com

Track profitability per branch / unit

Acquisition Cost
CAC : LTV should be 3 times or more
Agenda For Today
Overview on Business Development Role

From Ideas to Nationwide Rollout

Key Competencies for BD

Q&A
 Key Competencies for BD
Business Analysis Project Communication
Sense Management
Understand what Know where to Can drive project Great
drives growth and get information from start to finish communication
profit both writing and
Know how to turn Know how to build speaking
Know customer and data into insight coalition
value proposition Able to negotiate,
Know how to do Know how to break internally &
Understand the financial down goals into externally
trends calculation task
(forecast, model, Know how to do
Know the map of cost vs benefit) Know how to plan business
competitors and presentations
supply chain
 How to improve BD competencies
Business Analysis Project Communication
Sense Management

Book : Business Stratechery Book : Making IELTS Essay

Model blog things happen by Format
Generation by Scott Berkun
Osterwalder CB Insights Management
Report Book : consulting
Podcast : How I Shape Up by presentation
Built This by Guy Podcast : Basecamp format
Raz Freakonomics
Radio Stand-up
News : Comedy Class
Techinasia, The
Ken, KrAsia
Agenda For Today
Overview on Business Development Role

From Ideas to Nationwide Rollout

Key Competencies for BD

Q&A
Thank You!
● Send questions to hello@kikiahmadi.com
● Blog : kikiahmadi.com
● Twitter : kikiahmadi
● Linkedin : Kiki Ahmadi
References
1. Paul Graham - Do things that don't scale
http://paulgraham.com/ds.html
2. Paul Graham - Growth http://paulgraham.com/growth.html
3. Blitzscaling lecture series -
https://www.youtube.com/watch?v=s3RrVmv5WwA
4. Keith Rabois - How to Operate
https://www.youtube.com/watch?v=6fQHLK1aIBs
5. Stanley Tang - Do things that don't scale
https://www.youtube.com/watch?v=oQOC-qy-GDY
6. Seth Godin - Understanding Business Development -
https://seths.blog/2009/09/understanding-business-development/
7. Design Sprint - https://www.gv.com/sprint/