A deep market understanding can be the key to business success. This was the core message delivered by Ali Akbar, Co-Founder of Cetta Online Class, during a guest lecture in the Integrated Business Experience course at SBM ITB on March 12, 2025. He shared insights and strategies that helped Cetta grow rapidly by achieving product–market fit.
Cetta is an online learning platform offering various courses to enhance academic and professional skills. Since its inception, it has provided access to thousands of students and professionals. Cetta experienced significant growth during the COVID-19 pandemic when people actively sought ways to stay productive at home. With the surge in demand for online learning, Cetta emerged as a timely solution.
According to Ali, business success is not solely about having a great product but also about capturing the right momentum. Cetta thrived because it met the market’s needs at exactly the right time.
However, sustaining success requires more than timing. Over time, one of the biggest challenges has been increasing competition.
To remain competitive, Ali shared a business philosophy he adheres to: FATAL—Focus, Attitude, Diligence, Enthusiasm, and Flexibility. These five principles form the foundation for navigating business challenges.
When faced with competitors offering similar products, Ali emphasized three key strategies: focus on refining your product without being distracted by competitors’ moves, highlighting what makes your product unique, and maintaining consistent quality and service to build customer loyalty. He noted that in the business world, survival depends not on the biggest or the fastest but on the ability to adapt and continue evolving.
Ali also introduced the Hedgehog Concept, adapted from Good to Great by Jim Collins. This concept underscores the importance of focusing on a core strength that a business can master. To identify this, companies must answer three fundamental questions: What is the business truly passionate about? How can it generate sustainable profit? What can it do better than anyone else? Understanding these elements enables a business to craft a sharper strategy, establish a strong identity, and stay focused amidst fleeting trends.
In today’s digital era, marketing strategy also plays a critical role in business growth. Ali discussed the importance of the marketing funnel in mapping the customer journey, from discovering the product to becoming loyal consumers.
The funnel includes five main stages: awareness (customers learn about the product through social media or ads); interest (they become curious and seek more information); consideration (they compare it with alternatives); conversion (they make a purchase); and loyalty (satisfied customers return or refer others).
To support this approach, Ali stressed the importance of compelling content to capture the audience’s attention from the outset. One effective tactic is to engage viewers within the first three seconds of a video. In that moment, a person decides whether to continue watching or scroll past. Creating a strong hook is essential to any successful digital marketing strategy.
In closing, Ali emphasized that success is not just about having brilliant ideas. It requires accurate market insights, persistence in execution, and a strategic marketing approach. With the right combination of these factors, the chances of sustaining long-term growth and impact are significantly greater.