BUSINESS & PRODUCT

UNDERSTANDING
Santri Arum Pratnya Radita

Kolaborasi, diskusi, dan update

berita seputar komoditas mulai dari
pertanian, perikanan, hingga
peternakan.
 Outline
01 Company Insight 03 Market Analysis
- Vision - Competitor Analysis
- Mission - SWOT Analysis
- Business Model - Sentiment Analysis
- Business Impact
04 Conclusion
02 Product Insight - Insights
- Problem Alignment - Improvement Suggestion
- Solution Alignment - Further Research
- Product Overview
- Target User
- Product Impact
COMPANY INSIGHT
 Vision Mission Business Model Business Impact

To be the most preferred digital telco to

empower society, with a big vision of creating
more prosperous and competitive nation and
provide the best added-value for stakeholders.

Source: Telkom Indonesia (2023)

Vision Business Model Business Impact
Mission

Advance rapid buildout of sustainable intelligent digital

infrastructure and platforms that is affordable and
accessible to all.

Nurture best-in-class digital talent that helps develop

nation’s digital capabilities and increase digital
adoption.

Orchestrate digital ecosystem to deliver superior customer

experience.

Source: Telkom Indonesia


DIGITAL CONNECTIVITY
B2B B2C B2G
Business and connectivity technologies
covering fiber to the x (FTTx), 4G, 5G,
software- defined networking
(SDN)/network function virtualization
(NFV), satellite, and connectivity
infrastructure (such as tower, submarine
cable, infrastructure & network service,
power, etc).
Vision
DIGITAL PLATFORM
B2B B2C B2G
Business and technology covering data
center (including CDN), cloud, Internet of
Things (IoT)/ machine to machine (M2M),
big data/artificial intelligence (AI), cyber
security, payment/blockchain which is
used as an enabler for various ICT
services and solutions.
Mission Business Business Impact
Model
DIGITAL SERVICE
B2B B2C B2G
Business and digital content products,
which include games, video/TV, education,
e-commerce, mobile payments, travel,
crowd-sourcing, health, and various other
industries that are built on the synergy of
digital connectivity and digital platforms.
Source: Sustainability Report Telkom
 Vision Mission Business Business Impact
Model

ENTERPRISE WHOLESALE

SME Solution Enterprise Solution Network Connectivity Unified Communication

Government Solution Managed Service Cloud & Data Center

Source: Sustainability Report Telkom

 Vision Mission Business Business Impact
Model

Problem Solution Unique Value Proposition Unfair Advantages Customer Segments

The need for widespread Integrated all-in-one digital Widest coverage - BUMN - Mass Market
communication technology in products and services telecommunication - SMEs
Indonesia, given its which includes: company in Indonesia - Companies
archipelagic nature, is 1. Digital Connectivity
- Industries
essential for connecting the 2. Digital Platform
nation effectively. 3. Digital Services - Government

Individuals with digital talents

require access to further their
skills, contributing to the
advancement of our nation's
digital capabilities. Key Metrics Channels

The demand for easily - Customer satisfaction - Mass Media

accessible communication index - Digital Platforms
technology is crucial to - Spending value to local - Social Media
enhance the productivity of suppliers High Level Concept: Early Adopters:
the Indonesian population. - Revenue Presenting the world to - Government
- Net Profit your hand - tech-savvy society
Existing Alternatives:
Indosat-Ooredoo, XL-Axiata.

Cost Structures Revenue Streams

01- OPEX - B2B, with various products and revenue model.

- Marketing & Promotion - B2C, with various products and revenue model.
- CSR - B2G, with various products and revenue model.
- Tax

Source: Telkom Indonesia

 Vision Mission Business Model Business
Impact

89.97%
Consumer Customer Satisfaction Index
Revenue Rp147,306 billion Net Profit Rp20,753 billion

97.7% Rp 237.52 billion

Enterprise Customer Satisfaction Index The economic value distributed for the SME Funding Program

87.7%
Wholesale and International Business
Rp 134.4 billion
Customer
The Social, Economic, and Environmental Empowerment Program

Rp 31 billion/99.6%
Total spending value involving local suppliers

Source: Telkom Sustainability Report (2022)

PRODUCT INSIGHT
 Problem Solution Product Overview Target User
Alignment
Alignment

40.69 Millions 29,36%

Total Indonesians working in agriculture, forestry and fisheries

Indonesia Rice Import (Ton) There are three reasons why rice imports 2 Millions tons must
be resumed, after Indonesia had achieved rice self-sufficiency
for three consecutive years

Fulfilling Bulog's CBP Stock

Rice Surplus Continues to Decline

Huge Harvest Absorption Decline

Source: Indonesia baik, katadata.id

 Problem Solution Product Overview Target User
Alignment
Alignment

Projection of the future problem

Academic studies and general equilibrium models have predicted that climate
Climate change will reduce food production by 8-10% in 2030, without policy responses
Change or adaptation strategies especially in the face of extreme climate change such
as El-Nino and La-Nina.

Land is 2009 2019

Getting
Narrower 8.07 million Ha 7.49 million Ha

Low
Regeneration of 4.98 Million 12.33% 24.3 Million 60.17%
Farmers < 35 years old 35 – 64 years old

Source: Indonesia baik, katadata.id, data indonesia

 Problem Solution Product Overview Target User
Alignment
Alignment

Vision Vision
To be the most preferred digital telco to empower Accelerate Indonesia's food security based on
society, with a big vision of creating more prosperous accurate and real-time data.
and competitive nation and provide the best
added-value for stakeholders.

Mission Mission
Advance rapid buildout of sustainable intelligent digital
Supporting farmers and becoming top of mind in the
infrastructure and platforms that is affordable and
Indonesian agricultural industry.
accessible to all.

Nurture best-in-class digital talent that helps develop

nation’s digital capabilities and increase digital
adoption.

Orchestrate digital ecosystem to deliver superior

customer experience.

Source: Baskara Widhi (2023)

 Problem Solution Product Overview Target User
Alignment
Alignment

Source: Agreepedia Intro deck

 Problem Solution Product Overview Target User

Goal
Alignment
Alignment

Source: Agreepedia Intro deck

 Problem Solution Product
Alignment Target User
Alignment
Overview

Source: Agreepedia Intro deck

 Problem Solution Product
Alignment Target User
Alignment
Overview

Problem Solution Unique Value Proposition Unfair Advantages Customer Segments

1. Lack of access to Integrated agriculture 1. Integrated easy-to-use 1. Supported by Telkom 1. Farmers

agricultural knowledge website matchmaking website for sharing (BUMN) 2. Expert in agriculture
farmers and experts. 2. Integrated with all of industries
2. Limited access 2. Accessible from
agriculture service such
knowledge sharing anywhere
as marketplace, smart
3. Inefficient agricultural 3. Reliable solutions to farming, and finance
knowledge transfer agricultural challenges
can be obtained by
consulting experts in
the field
Key Metrics Channels

1. MAU High Level Concept: - Agriculture communities

2. CLV Bring the world of - SEO Early Adopters:
farming to your hand - Social Media
- Government

Cost Structures Revenue Streams

01- OPEX
- Marketing & Promotion
- Tax

Source: Telkom Indonesia

 Problem Solution
Product Overview
Alignment Alignment Target User

40.69 Million TAM

Total Indonesians working in
agriculture, forestry and SAM 5.3 Million
fisheries
Farmers with access
to internet
14.300 SOM
Total visit agreeculture.id in
September 2023

Source: Similar web, Indonesia baik, Mercy Crops (2020)

 Problem Solution
Product Overview
Alignment Alignment Target User

Eko Goal Pains

A Gen Z rice farmer in Indonesia. He hails from a ● Have an accessible ● Need to find the
small rural village, where rice farming has been a information for information easily
way of life for generations. Despite the deep-rooted agriculture ● Need a to ask the expert
agricultural traditions in his family, Agung is a anytime using his phone.
Age 25 trailblazer in his big family. He graduated from a ● Upskill to manage his ● Need to know how long
Job Rice Farmer local University Faculty of Agriculture
farm better should he wait for the
Loc. Batu Agrotechnology Major in East Java. expert reply

Frequent App Introvert Extrovert

Lifestyle Behaviour
Analytical Creative
● Have tight-knit of ● Spend most his time on
community member farming activities
Busy Time-rich
Personality
Easy going
● Consume media ● Love to meet new
Messy Organized
through TV and Radio people
Simple

Sociable
Independent Community
MARKET RESEARCH
 Competitor SWOT User Flow Conclusion
Analysis

Article Resources Digital Learning Summary

Agreepedia faces direct competition from
Ekosis and Trubus, both offering similar
value. eFishery, on the other hand, poses
an indirect competitive challenge due to its
primary focus on aquaculture products.

Agreepedia stands out through it focus

on agriculture ease-of-life features such
as article ask and the expert.

So, the challenge was to find an effective

strategy to increase farmer’s engagement
and encourage frequent visits to the
Agreepedia website.

But with Agreepedia strategic advantage of

being able to access articles and talk to
experts, we were able to address that
Consultancy challenge by putting more focus on
solving farmers' problems.
 Competitor SWOT User Flow Conclusion
Analysis
Competitor Analysis

Feature Comparison

Description Collaboration, discussion, and
news updates on
commodities ranging from
agriculture, fisheries, to
livestock.
Indonesia's leading Agribusiness
portal! With just one application,
Ekosis users can gain access to a
variety of useful and interesting
Knowledge from agribusiness
experts in the field.
eFishery is the first aquaculture
industry startup in Indonesia that
aims to build a sustainable
ecosystem in aquaculture by
utilizing technology that is
claimed to help fish or shrimp
farming.
Social Entrepreneurship that
aims to build and develop the
quality of life of the community,
through community and
organizational capacity building
assistance activities, agribusiness
development, information media,
microfinance, MICE, and
education and training.

Industry Focus Agriculture Agriculture Aquaculture Agriculture

Common Article Latest article and news Article and news Search by category
Feature Search by tag Search by category Article and news
Search bar Search bar Search bar
Cultivation Info by commodity

Unique Feature Writing article Make thread Speeding up Harvest Cycle to 74 Ads
Expert consultation Discussion forum Days through eFeeder Newsletter Subscription
Group chat community Training
Buy and sell forum

Total article and 125 15 416 1358

news-

Source: Agreepedia, Ekosis, Efishery, Trubus

 Competitor SWOT User Flow Conclusion
Analysis
Competitor Analysis SWOT Analysis

Feature Comparison

Strategic Agreepedia is a division of
Advantages Agree, an agritech firm
supported by Telkom
Indonesia, a
government-owned digital
and communication company,
renowned for its extensive
coverage throughout the
archipelago.
Ekosis Indonesia enjoys a
strategic advantage due to its
deep understanding of local
agricultural practices and its
robust network within the
Indonesian agriculture sector,
enabling tailored solutions for the
unique needs of the region.
Efishery Indonesia's strategic
advantage lies in its innovative
and technology-driven approach,
enabling aquaculture businesses
to optimize their operations and
enhance productivity while
ensuring sustainable practices.
Trubus Indonesia holds a strategic
advantage through its extensive
network and longstanding
presence in the agricultural
sector, enabling it to provide
comprehensive and trusted
insights to the farming
community.

Based of Jakarta, Indonesia Jakarta, Indonesia. Bandung, Indonesia Jakarta, Indonesia

Operation

# of Employee 11-50 employees 11-50 employees 501-1.000 employees -

Website Visit 14.3K 15.7K 124.6K 33.1K

(SEP 2023)

Source: Linkedin, Similar Web, Agreepedia, Ekosis, Efishery, Trubus

 Competitor
Analysis SWOT User Flow Conclusion

Small Big

Company Size

# of Visited Website
 Competitor
Analysis SWOT User Flow Conclusion

STRENGTH WEAKNESS

State-owned companies with large Agreepedia currently offers fewer articles

workforces and diverse business lines are compared to its competitors, potentially
valuable assets for implementing pioneering affecting its appeal to users seeking
strategies. comprehensive information.

OPPORTUNITY THREAT

Agreepedia can take advantage of Agree's The absence of distinctive and engaging
diverse partnership services to enhance its features on Agreepedia may make it
Daily Active Users (DAU) and expand its user vulnerable to losing users to competitors who
base. offer more attractive elements.
Competitor SWOT USER
Analysis Conclusion
FLOW
 Competitor SWOT USER
Analysis Conclusion
FLOW

User Flow Agreepedia Article

Farmer’s Golden Path

Farmer see article Farmer search the

Farmer register Farmer chose find End user choose
on the homepage article using search
using email other article and read the article
menu bar / by tag

Accessible need only Farmer can easily Farmers can find other Articles can be filtered Farmers select articles
the farmer’s email notice the article on articles on the article by tag or title that match their search
the homepage list page
Pain Points Addressed

Register using Organizing articles by

whatsapp, phone categories such as
number or facebook agriculture, fisheries,
and livestock simplifies
navigation for farmers,

Farmer pains Nice to have option

 Competitor SWOT USER
Analysis Conclusion
FLOW

User Flow Agreepedia Article

Farmer’s Golden Path

Input name,
Farmer register
Expert consultation question, & Send question
using email
email

Accessible need only Farmer can easily Input data before Questions sent will be
the farmer’s email notice expert sending the question to answered by an
consultation menu on the expert, ensuring data expert. Farmers only
Pain Points Addressed

the homepage privacy of farmers with wait until the question

anonymized names in is answered
the consultation list.

Register using Email the question There’s estimation time

whatsapp, phone copy to the farmer and for farmer question to
number or facebook create a question list be answered
menu for them to track
and view their
inquiries.

Farmer pains Nice to have option

 Competitor SWOT USER
Analysis Conclusion
FLOW

Can’t access through

phone

Copies of questions
are not sent to
farmers' emails.

Verify email never There is no estimated

sent time to answer
farmers' questions.

Register using whatsapp,

phone number or facebook,
make user’s have any option to
register/ login.
CONCLUSION
Key Insights
Insight 1 On Market Gap

In the Indonesian market, Agreepedia's market penetration remains relatively low at just 0.3% of the total 5.3 million farmers
using the internet, compared to competitors like efishery, which holds a more substantial share of 2.3%, and others like okosis and
trubus, which also have their respective niches at 0.3% and 0.6%. This suggests that Agreepedia faces a competitive landscape
and has significant room for growth and market expansion in the agricultural sector.

Insight 2 Demographic Insight

Data shows that the majority of farmers in Indonesia are in the 35-64 age group, comprising about 24.3 million people. A focus on
catering to the needs and preferences of this age group is necessary. This could include developing easy-to-use interfaces,
content and services that suit older farmers who may not be as tech-savvy as the younger generation.

Insight 3 Industry Challenge Insight

The projected problems related to climate change and limited land availability are critical factors affecting the agricultural sector in
Indonesia. Agreepedia can position itself as a valuable resource for farmers dealing with these challenges. Providing information,
tools, and resources on sustainable farming practices, crop adaptation to changing climate conditions, and maximizing land
productivity could be key areas of focus.

Insight 4 Market Opportunity Insight

The projected problems related to climate change and limited land availability are critical factors affecting the agricultural sector in
Indonesia. Agreepedia can position itself as a valuable resource for farmers dealing with these challenges. Providing information,
tools, and resources on sustainable farming practices, crop adaptation to changing climate conditions, and maximizing land
productivity could be key areas of focus.
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https://www.similarweb.com/website/agreeculture.id/#overview

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THANK YOU