Amid fierce competition, many businesses fall before reaching their peak. However, some manage to weather the storm and continue to grow.
What is the secret behind such success? Irfandie Adi Pradana, CEO of PT Bening’s Glow Indonesia, shared his business journey as a guest lecturer for the Integrated Business Experience course at SBM ITB, on April 23, 2025.
Irfandie’s lecture, Growth in Business, was highly relevant to second-year SBM students running their businesses. He emphasized that in any business journey, ups and downs are inevitable.
“In the process of achieving success, there must be failure,” said Irfandie.
He explained that success does not arrive by chance, it must be prepared through strong capabilities and experience.
“How do you choose a good investment as an investor? And why did you choose to invest in PT Bening’s Glow Indonesia? How did you recognize the opportunity?” asked one student.
According to Irfandie, choosing the right company begins with examining the business partner’s background, specifically their track record and the strengths.
“In the past, I saw Bening’s as a convincing opportunity because of Dr. Oky’s background, he was the first beauty doctor in Indonesia, and no doctor had ever created skincare products before,” said Irfandie. “So, I invested in his company and took on the management. The key is that, in business, we must complement each other.”
“Then how does Bening’s maintain customer loyalty in the skincare industry, which is considered a red ocean?” asked another student.
In navigating a red ocean market, Irfandie emphasized the need for innovation that differentiates the product. At Bening’s, he positioned Dr. Oky as a unique product feature and a central part of the brand identity.
“The most important thing in business is adaptability, understanding the market and continuously monitoring trends to align with our marketing strategies,” said Irfandie.
He encouraged SBM ITB students currently building their businesses to sharpen their ability to identify current opportunities, as doing so will shape the significant steps they take in the future.
