9/23/05

Inovasi Ala Mahasiswa

Mahasiswa memang sosok yang unik dan kreatif terutama dalam hal eksplorasi ide. Hal ini tampak pada kontes Cerebrovit Marketing Innovation Award (CMIA) 2005. Lomba yang ditujukan untuk mahasiswa, S-1 dan S-2 dalam dua kategori, yakni inovasi konsep/strategi dan inovasi produk. Ajang yang baru pertama kali diselenggarakan majalah MIX bersama Direxion Strategy. Ide-ide mereka bukan saja brilian tapi juga penuh kejutan, mulai dari ide pengalaman berpetualang di Jakarta, sampai jamur yang disulap menjadi sereal. Mari kita intip ide-ide jitunya!

Sumber: Majalah Mix No. 09 (20 September – 15 Oktober 2005)

Statistik Naksir Pemasaran

Arjuno Eko Putro (FMIPA, IPB)

Juara 1, Inovasi Konsep/Strategi CMIA 2005
Jatuh cinta sama pemasaran setelah mengetahui ternyata statistika kimia bisa diterapkan dalam pemasaran. Arjuna dari IPB ini mengadaptasi teknik QSAR (Quantitative Structure—Activity Relationship) yang biasa digunakan dalam disiplin ilmu kimia untuk riset pemasaran.
Menurutnya hasil persamaan linear berganda yang dihasilkan metode ini lebih sah dan stabil karena mempertimbangkan multi korelasi dan multikolinearitas antara variabel prediktornya.
Lalu, apa gunanya dalam pemasaran?
Arjuna memaparkan bahwa teknik ini dapat digunakan untuk menghitung tingkat kekuatan pesaing atau berbagai variabel yang berhubungan dengan pesaing. Konsep ini sangat menarik untuk memetakan lanskap persaingan bisnis.

3 v 4

Jakarta bagi Jiwa Pemberani

Retno Nindya P [Marketing - Binus]
Juara 2, Inovasi Konsep/Strategi, CMIA 05
Kreativitas hanyalah melihat dari sisi yang berbeda. Hal ini dibuktikan oleh Retno, dengan melihat citra negatif Jakarta seperti kemacetan dan tingkat kriminalitas tinggi sebagai suatu nilai jual tersendiri. Menurutnya, Jakarta bisa diposisikan sebagai kota penuh tantangan dan petualangan. Lihat saja tag-line yang ditawarkan, “Jakarta Punya Cerita”.
Retno mengakui, ada dua kemungkinan ekstrim dari wisatawan atas konsep tersebut, yaitu merasa tertantang dan datang, atau malah takut dan tidak berpikir untuk datang ke Jakarta. Strategi penyampaian pesannya katanya, bisa digunakan dengan memakai humor sarkastik, menggunakan kelemahan sebagai kekuatan, dan jangan sekali-kali menjanjikan turis keindahan, karena Jakarta memang bukan surga. Hmm... Jadi penasaran nih berpetualang ke Jakarta. :-)
3 v 4

Wajib Belajar Marketer

Renato Horison (IPB)

Juara 3, Inovasi Konsep/Strategi, CMIA 05
Marketing pada hakekatnya adalah sebuah proses pembelajaran terhadap berbagai perubahan yang terjadi dipasar. Proses belajar ini, menurut Renato, harus terus dilakukan untuk menghadapi perubahan lanskap bisnis. Proses belajar meliputi empat tahap, yaitu learning to know, learning to do, learning to be dan learning to live together. Renato menamakan konsepnya sebagai educational marketing.
Tentu saja, tujuan akhir proses pembelajaran marketing ini adalah untuk menciptakan inovasi baik dalam produk, strategi pemasaran maupun mencari pasar baru. Selain proses pembelajaran, menurut Renato, para Marketer juga memiliki intensi untuk selalu menambah wawasan tentang berbagai hal dan ilmu pengetahuan. Wawasan dan pengetahuan ini akan sangat membantu dalam memperkaya detail inovasinya.

3 v 4

Sonner untuk Spot CRM

Rangga Almahendra [MM-UGM] Juara 1, Inovasi Konsep/Strategi, CMIA 05 Inovasi yang dinamai sebagai Sonner Spot ini cara kerjanya tak jauh beda dengan pemanfaatan Wi-fi yang ada selama ini. Rangga merancang Sonner Spot sebagai BTS mini pada area terbatas yang merupakan pengembangan dari teknologi bluetooth dan infra red yang kerap digunakan pada teknologi seluler akhir-akhir ini. Pendekatan yang dilakukan oleh konsep ini sangat personal, dalam arti, baik pelanggan dari Consumer to Consumer (C2C), Business to Business (B2B), dan Business to Consumer (B2C) yang mendapatkan keuntungan yang spesifik, dan sesuai dengan kebutuhan. Fasilitas inipun memungkinkan transfer data, video streaming, dan image. Hebatnya, tanpa biaya! Untuk pelanggan B2B, mereka dapat memanfaatkan inovasi untuk meningkatkan kinerja perusahaan. Contohnya untuk reservasi, pertukaran data bahkan kartu bisnis elektronik. Interkoneksi dengan media seperti fax, mesin fotocopi, PC dan printer bisa menajdikan Sonner Spot sebagai standar komunikasi bisnis di masa datang.

3 v 4

Khawatir? Belanjalah!

Fidelis Indriarto (MM-UNDIP)

Juara 2, Inovasi Konsep/Strategi, CMIA 05
Ternyata ada korelasi yang erat antara rasa khawatir (worry) dan motivasi seseorang membeli produk. Lewat makalah berjudul “To Create Worry & Win The Comfort Share,” Fidelis mengungkapkan bahwa kekhawatiran merupakan situasi diri yang tidak seimbang (galau, was-was). Situasi ini menjadi motif bagi seseorang melakukan tindakan untuk memenuhi kebutuhan agar tercapai keseimbangan diri.
Seseorang baru merasa nyaman dan seimbang apabila kekhawatirannya bisa dihilangkan dengan cara membeli dan mengkomsumsi produk. Asyik..! Keseimbangan baru ini merupakan peluang bagi munculnya worry stimulation baru lainnya yang akan ditindaklanjuti dengan upaya pencapaian keseimbangan baru lain.
3 v 4

Spritual Marketing

Ardhianto Nugroho [MM-UGM]

Juara 3, Inovasi Konsep/Strategi, CMIA 05
Trust merupakan satu kata kunci penting dalam bisnis. Dengan membangun trust konsumen maka perusahaan bisa mendapatkan loyalitas konsumen. Menurut Ardhianto, Ketika konsumen sudah dijejali ratusan bahkan ribuan informasi tentang product knowledge, biasanya mereka agak misleading dalam membuat keputusan membeli. Untuk menghidari itu, biasanya konsumen berpegang kepada trust dalam melakukan eksekusi, karena itulah trust bagi produsen menjadi sangat penting. Spritual Marketing (SM) ala Ardhianto pada dasarnya adalah upaya menjadikan semangat spritual karyawan sebagai landasan dan komitmen dalam melakukan tugasnya sehari-hari. Menurut Ardhianto, ada tiga langkah yang wajib dilakoni perusahaan dalam mengaplikasikan konsep SM-nya. Pertama, membangun komitmen ditubuh manajemen. Sebelum menerapkan konsep SM, kata Ardhianto perusahaan perlu mempertimbangkan kembali misi dan tujuannya karena SM menuntut perubahan cara pandang. Langkah selanjutnya, katanya adalah membangun platform spritual. Dalam tahapan ini katanya. Ada dua langkah yang wajib ditempuh yankni membangun kemampuan manangani komplain dan membangun kemampuan mendeliver experiences kepada konsumen. Langkah terkahir adalah membangun strategi relationship.

3 v 4

Sereal Anti Kanker

Nira Pusta & Yuliana [UNIBRAW]

Juara 1, Inovasi Produk, CMIA 05
Obat dalam bentuk sereal? Mengapa tidak. Duo Nira Pusta H dan Yuliana PKM dari universitas Brawijaya, mengangkat Jamur Shitake—yang selama ini dikenal sebagai jamur anti kanker dan antivirus—menjadi produk industri melalui diversifikasi olahan berupa sereal breakfast. Selama ini untuk keperluan pengobatan, jamur Shitake lebih banyak dikemas dalam bentuk serbuk atau ekstrak kapsul .
Nah, pertimbangan nilai guna dan ekonomis jamur shitake, duo ini menawarkan pengolahan shitake dalam bentuk sereal. Menurut mereka produk tersebut akan menyasar segmen menengah atas, dengan target utama para penderita kanker dan orang yang berpotensi kanker. Segmen ini ditengarai rata-rata punya kesibukan yang padat sehingga kurang punya waktu untuk mengolah sendiri Jamur Shitake sebelum dikomsumsi. Ada yang tertarik mengeksekusi ide brilian ini?

3 v 4

Pewarna Alam Batik

Rahma Sofiawati [FK Hewan–UGM]

Juara 2, Inovasi Produk, CMIA 05
Mahasiswi ko-asisten FKH UGM ini berhasil menemukan teknik yang dapat menyingkat proses pewarnaan batik dengan bahan pewarna tanaman. Dari satu bulan menjadi hanya dua hari. Luar biasa! Rahma memaparkan beberapa jenis tanaman yang lazim digunakan sebagai bahan pewarna antar lain buah pinang (untuk menghasilkan warna coklat), bunga srigading (kuning emas), bunga bougenville (merah muda), kulit akar mengkudu (merah) dan daun jati (merah marun). Inovasi ini bisa pula dikembangkan ke produk massal dengan cara membuat ekstrak warna dari tanaman menjadi serbuk (powder). Inovasi ini bisa membantu bisnis Anda?

3 v 4

Culture Airlines

Elsa Silitonga & Maria Sianturi (ATMAJAYA – JOGJA)

Juara 3, Inovasi Produk, CMIA 05
Bayangkan ini! Anda naik pesawat dengan tujuan penerbangan Jogja. Interior kabin pesawat dengan nuansa etnik Jawa, sarung kursi dibalut dengan kain batik dan pramugari berkebaya khas Jogja. Bahkan, Gudeg, Gado-Gado, dan Pecel pun tersaji dalam menu makanan. Selain menikmati atmofsir etnik diatas, bayangkan juga asyiknya mendapatkan cindera mata khas daerah secara gratis.
Ide brilian yang menawarkan pengalaman baru bagi penumpang. Sebuah pengalaman yang kaya nuansa budaya. Begitu kira-kira konsep KITA (Kampoeng Indonesian Tours Airlines) yang digagas duo dari Unika Atmajaya Jogja. Target pasar yang dibidik adalah para calon wisatawan dari manca negara yang ingin berkunjung ke Indonesia. Bagaimana reaksi Anda, jika sebagai penumpang di Airlines berbasis budaya ini?
3 v 4

Hemat ala Petambak Udang

Gogor Handiwibowo & Irawati [MM – ITS]

Juara 1, Inovasi Produk, CMIA 05
Kalo bisa hemat mengapa harus boros? Begitu kira-kira solusi yang dihadirkan oleh Wind Aerator, mesin penjaga kandungan oksigen air tambak. Alat yang digerakkan oleh tenaga angin—biasanya digunakan bahan bakar solar. Selain bisa menjalankan proses aerasi didalam tambak udang, wind aerator juga bisa menjaga homogenitas air dan mengumpulkan kotoran air.
Alat ini bisa menghemat 95% biaya yang seharusnya dialokasikan untuk pembelian Solar. Mari kita cermati kalkulasinya, bila jumlah rata-rata penggunaan solar setiap hari per hektar adalah 190 liter, dengan masa panen rata-rata 100 hari. Maka dibutuhkan 19.000 liter solar per hektar tambak tiap panen. Sedangkan harga Solar di pasar Rp 2.100 per liter, maka biaya operasional (untuk membeli solar) per hektar per masa panen adalah sekitar 40 Juta.
Dengan Wind Aerator petani udang tambak mempu menghemat biaya operasional minimal 36 Juta per hektar. Anda tertarik untuk berhemat?
3 v 4

Generasi Berkilau

Marlin Silviana & Yolanda Effendi [MM-PMulya] Juara 2, Inovasi Produk, CMIA 05 Duo mahasiswi MM Prasetya Mulya ini tergolong nekat, karena menyodorkan ide produk baru yang belum pernah ada dipasaran. Produk yang diberi nama Sparks Hair Refresher with Vitamin. Produk hair care (perawatan rambut) ini menyasar pasar berdasarkan georafis dan psikografis, yakni perempuan (rambut panjang/pendek/ dicat bahkan yang berjilbab), remaja (15-24 tahun), dengan ciri gaul dan menjadi bagian dari satu kelompok, senang traveling, berpenampilan menarik, senang belanja di mall dan supermarket. Nama Sparks mempunyai makna “berkilau”. Nama ini dipilih karena dianggap dapat merepresentasikan pribadi pemakai sebagai ribadi berkilau, muda, enerjik, ceria, percaya diri, dan diterima dengan baik oleh lingkungan sekitarnya.

3 v 4

Prepaid Card

Alex Hartono [MM-UGM]

Juara 3, Inovasi Produk, CMIA 05
Mahasiswa MM UGM ini mencoba berinovasi dengan Prepaid Credit Card(PCC). Produk yang bisa dibeli layaknya voucher handphone. Berbeda dengan kartu kredit dan debit, PCC dicetak tanpa nama pemilik maupun bank penerbit. Dengan demikian siapapun bisa memanfaatkan PCC .
Membidik pasar usia 12 – 34 tahun. “anak-anak muda yang suka kongkow dengan teman se-gank, orang tua yang membelikan kartu untuk anak mereka, pelajar, orang-orang yang takut berhutang, hingga orang-orang yang sangat konsen dengan nilai iuran tahunan kartu kredit maupun debit.
Kemudahan yang ditawarkan adalah konsumen tidak perlu takut dengan utang yang bakal menggunung atau iuran tahunan plus interest rate. Konsumen tinggal membeli langsung PCC dari penerbit atau bank yang memilki kerjasama dengan penerbit PCC. Bahkan PCC, bisa dibeli di agen atau point of sales yang ditunjuk dari resmi oleh penerbit PCC. Seperti isi ulang voucher handphone, memiliki PCC perdana hanya dikenai biaya pembuatan kartu plus nilai rupiah yang diinginkan pemilik untuk tersimpan di PCC.
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6/17/05

stay hungry, stay foolish (intro)

NOTE: This is the text of the Commencement address by Steve Jobs, CEO of Apple Computer and of Pixar Animation Studios, delivered on June 12, 2005. I am honored to be with you today at your commencement from one of the finest universities in the world. I never graduated from college. Truth be told, this is the closest I've ever gotten to a college graduation. Today I want to tell you three stories from my life. That's it. No big deal. Just three stories.

Connecting the Dots

I dropped out of Reed College after the first 6 months, but then stayed around as a drop-in for another 18 months or so before I really quit. So why did I drop out?
It started before I was born. My biological mother was a young, unwed college graduate student, and she decided to put me up for adoption. She felt very strongly that I should be adopted by college graduates, so everything was all set for me to be adopted at birth by a lawyer and his wife. Except that when I popped out they decided at the last minute that they really wanted a girl. So my parents, who were on a waiting list, got a call in the middle of the night asking: "We have an unexpected baby boy; do you want him?" They said: "Of course." My biological mother later found out that my mother had never graduated from college and that my father had never graduated from high school. She refused to sign the final adoption papers. She only relented a few months later when my parents promised that I would someday go to college.
And 17 years later I did go to college. But I naively chose a college that was almost as expensive as Stanford, and all of my working-class parents' savings were being spent on my college tuition. After six months, I couldn't see the value in it. I had no idea what I wanted to do with my life and no idea how college was going to help me figure it out. And here I was spending all of the money my parents had saved their entire life. So I decided to drop out and trust that it would all work out OK. It was pretty scary at the time, but looking back it was one of the best decisions I ever made. The minute I dropped out I could stop taking the required classes that didn't interest me, and begin dropping in on the ones that looked interesting.
It wasn't all romantic. I didn't have a dorm room, so I slept on the floor in friends' rooms, I returned coke bottles for the 5¢ deposits to buy food with, and I would walk the 7 miles across town every Sunday night to get one good meal a week at the Hare Krishna temple. I loved it. And much of what I stumbled into by following my curiosity and intuition turned out to be priceless later on. Let me give you one example:
Reed College at that time offered perhaps the best calligraphy instruction in the country. Throughout the campus every poster, every label on every drawer, was beautifully hand calligraphed. Because I had dropped out and didn't have to take the normal classes, I decided to take a calligraphy class to learn how to do this. I learned about serif and san serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great. It was beautiful, historical, artistically subtle in a way that science can't capture, and I found it fascinating.
None of this had even a hope of any practical application in my life. But ten years later, when we were designing the first Macintosh computer, it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography. If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, its likely that no personal computer would have them. If I had never dropped out, I would have never dropped in on this calligraphy class, and personal computers might not have the wonderful typography that they do. Of course it was impossible to connect the dots looking forward when I was in college. But it was very, very clear looking backwards ten years later.
Again, you can't connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something — your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life
.

Love & Loss

I was lucky — I found what I loved to do early in life. Woz and I started Apple in my parents garage when I was 20. We worked hard, and in 10 years Apple had grown from just the two of us in a garage into a $2 billion company with over 4000 employees. We had just released our finest creation — the Macintosh — a year earlier, and I had just turned 30. And then I got fired. How can you get fired from a company you started? Well, as Apple grew we hired someone who I thought was very talented to run the company with me, and for the first year or so things went well. But then our visions of the future began to diverge and eventually we had a falling out. When we did, our Board of Directors sided with him. So at 30 I was out. And very publicly out. What had been the focus of my entire adult life was gone, and it was devastating.

I really didn't know what to do for a few months. I felt that I had let the previous generation of entrepreneurs down - that I had dropped the baton as it was being passed to me. I met with David Packard and Bob Noyce and tried to apologize for screwing up so badly. I was a very public failure, and I even thought about running away from the valley. But something slowly began to dawn on me — I still loved what I did. The turn of events at Apple had not changed that one bit. I had been rejected, but I was still in love. And so I decided to start over. I didn't see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.

During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the worlds first computer animated feature film, Toy Story, and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I retuned to Apple, and the technology we developed at NeXT is at the heart of Apple's current renaissance. And Laurene and I have a wonderful family together. I'm pretty sure none of this would have happened if I hadn't been fired from Apple. It was awful tasting medicine, but I guess the patient needed it. Sometimes life hits you in the head with a brick. Don't lose faith. I'm convinced that the only thing that kept me going was that I loved what I did. You've got to find what you love. And that is as true for your work as it is for your lovers. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven't found it yet, keep looking. Don't settle. As with all matters of the heart, you'll know when you find it. And, like any great relationship, it just gets better and better as the years roll on. So keep looking until you find it. Don't settle.

> Death!

Death!

When I was 17, I re

ad a quote that went something like: "If you live each day as if it was your last, someday you'll most certainly be right." It made an impression on me, and since then, for the past 33 years, I have looked in the mirror every morning and asked myself: "If today were the last day of my life, would I want to do what I am about to do today?" And whenever the answer has been "No" for too many days in a row, I know I need to change something.
Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in life. Because almost everything — all external expectations, all pride, all fear of embarrassment or failure - these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.
About a year ago I was diagnosed with cancer. I had a scan at 7:30 in the morning, and it clearly showed a tumor on my pancreas. I didn't even know what a pancreas was. The doctors told me this was almost certainly a type of cancer that is incurable, and that I should expect to live no longer than three to six months. My doctor advised me to go home and get my affairs in order, which is doctor's code for prepare to die. It means to try to tell your kids everything you thought you'd have the next 10 years to tell them in just a few months. It means to make sure everything is buttoned up so that it will be as easy as possible for your family. It means to say your goodbyes.
I lived with that diagnosis all day. Later that evening I had a biopsy, where they stuck an endoscope down my throat, through my stomach and into my intestines, put a needle into my pancreas and got a few cells from the tumor. I was sedated, but my wife, who was there, told me that when they viewed the cells under a microscope the doctors started crying because it turned out to be a very rare form of pancreatic cancer that is curable with surgery. I had the surgery and I'm fine now.
This was the closest I've been to facing death, and I hope its the closest I get for a few more decades. Having lived through it, I can now say this to you with a bit more certainty than when death was a useful but purely intellectual concept: No one wants to die. Even people who want to go to heaven don't want to die to get there. And yet death is the destination we all share. No one has ever escaped it. And that is as it should be, because Death is very likely the single best invention of Life. It is Life's change agent. It clears out the old to make way for the new. Right now the new is you, but someday not too long from now, you will gradually become the old and be cleared away. Sorry to be so dramatic, but it is quite true.
Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma — which is living with the results of other people's thinking. Don't let the noise of others' opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.
When I was young, there was an amazing publication called The Whole Earth Catalog, which was one of the bibles of my generation. It was created by a fellow named Stewart Brand not far from here in Menlo Park, and he brought it to life with his poetic touch. This was in the late 1960's, before personal computers and desktop publishing, so it was all made with typewriters, scissors, and polaroid cameras. It was sort of like Google in paperback form, 35 years before Google came along: it was idealistic, and overflowing with neat tools and great notions.
Stewart and his team put out several issues of The Whole Earth Catalog, and then when it had run its course, they put out a final issue. It was the mid-1970s, and I was your age. On the back cover of their final issue was a photograph of an early morning country road, the kind you might find yourself hitchhiking on if you were so adventurous. Beneath it were the words: "Stay Hungry. Stay Foolish." It was their farewell message as they signed off. Stay Hungry. Stay Foolish. And I have always wished that for myself. And now, as you graduate to begin anew, I wish that for you.
Stay Hungry. Stay Foolish. Thank you all very much.