Depok-The Public Relations study program, Vocational Education Program, Universitas Indonesia (UI), held a guest lecture entitled “Step by Step Build Business from Zero to Hero” on February 26, 2025. The lecture presented Nugraha Andaf, CEO of Andaf Corp., a practitioner and businessman who has founded various platforms in the fields of education, self-development, business consulting, and integrated marketing solutions.
On that occasion, Andaf explained the various stages in building a business. Starting from creating an idea, validating the idea, to implementing the business. According to him, a “crazy idea” can produce an idea worth millions of dollars. How to start a business can be done by looking for relevant sources, such as consumer needs, HR competencies, and the best networks. Then, make a list of big ideas that include a solution, the most profitable idea, and the most adaptive idea. Then, the idea needs to be filtered and try every best idea.
Andaf explained the stages of building a business. He said, “In building a business, we can start from market analysis and simple research. The research can be done with tools, such as Google Trends & Keyword Planner, market analysis, to statistical analysis and economic journals. Then, we determine and focus on the strengths, and the best networks that we have.”
(Photo: Giving of appreciation certificates by Jojo S. Nugroho, lecturer in charge of Entrepreneurship course)
The next stage is validating the idea through various processes. For example, analyzing the market and competitors; marketing, operational, HR, and financial planning; to business implementation. “In conducting market analysis, we can use online tools, end-user interviews, and focus group discussions. Meanwhile, competitor analysis can be done by selecting the three best competitors who have the same target market and positioning as our company. Then, focus on how they sell, as well as their strengths and weaknesses. Based on this analysis, we can improvise and carry out the best strategy,” said Andaf.
After the analysis is done, one can start planning. In marketing planning, it is necessary to identify segmentation, targets, positions, and formulas for products, pricing, promotions, and business distribution strategies. Furthermore, operational planning includes product development and research, supply chain, budget, HR, and quality control.
When determining business HR, there needs to be an organizational structure, recruitment, main tasks and functions, and opportunities that can be given to employees through training and awards. Meanwhile, financial planning includes budget, cash flow, and feasibility analysis.
(Photo: Group photo with students after the guest lecture ended)
The final stage is the implementation of the business. When implementing a business, there needs to be an action plan, Key Performance Indicator (KPI), and evaluation and improvement. Andaf said, “Every step in developing a business does not always run smoothly. The main key in business development is to focus on value and quality, trust, and integrity.”
Head of the Public Relations Study Program, Mareta Maulidiyanti, S.Sos., M.M., said that this guest lecture provided new insights to students in analytical thinking. “Entrepreneurship as a compulsory UI Vocational course is one of the provisions for students to develop their potential. In the world of public relations, several important points in entrepreneurship are also related to crisis management, product promotion, to maintaining the image and reputation of the business. Through this guest lecture, I hope that students can implement various business strategies into the world of public relations,” Mareta concluded.
