“If you wanna make a successful business, you gotta recover one pain,” is the opening sentence that describes the beginning of the birth of Sattka Basic. Diandra Marsha Shafiera, CEO and Founder of Sattka Basic, shared her story of starting a business while studying at the SBM ITB, during a guest lecture at the school on Monday (19/5).
At that time, she experienced the difficulty of finding a headscarf of good quality but at an affordable price. Headscarf products with good quality tend to be expensive, while cheap ones usually have poor-quality materials. This gap is the “pain” that she wants to solve through her business.
Considering Sattka’s business growth to this point, one key to its success can be attributed to its ability to understand the market in depth. According to Diandra, the key to building a business is to create a strong brand positioning, differentiate oneself from competitors, and understand consumers. These three things start from the entrepreneur’s understanding of their market.
Sattka’s brand positioning targets Gen Z (aged 18-25 years) from a middle to low economic background. Initially, Sattka’s product description was written in English. However, after observing, many customers did not understand the description. From that experience, she emphasized the importance of knowing the market. This includes their specific behavior and preferences.
Furthermore, understanding who the buyers are can provide valuable insights from the Shopper Behavior course. When building a brand, we can imagine one customer specifically and personally. Imagine the person’s activities from morning to night. For example, if you want to sell coffee to Diandra, a 27-year-old entrepreneur who usually wakes up late and goes to bed late, then the best time for promotion is not in the morning because it will not be effective in reaching the target market.
Diandra also employed this technique when exploring ways to dominate the market. She interviewed her cousin, who was born in 2005. From there, she discovered that Gen Z spends a significant amount of time on TikTok. That’s why she feels that Sattka must be a “champion” on TikTok because the platform is the center of their target market gathering.
As she is familiar with the Gen Z market on TikTok, Diandra understands that promotional content with a hard-selling style, with professional cameras and overly serious promotional techniques, will not be effective. Therefore, Sattka chose a lighter and more natural approach to soft selling.
Live TikTok also has its art. The first three seconds when the audience enters are the golden period that must be utilized as well as possible. If the first three seconds do not capture the audience’s attention, they will likely scroll, and we will lose the opportunity to convert them into buyers.
Content must also be as organic as possible. Content that doesn’t feel like a sales pitch. Diandra, for example, when creating organic content, her initial themes were a day in my life, deep conversations, and lifestyle content. However, after seeing that the deep talk video got the best response and entered the For You Page (FYP), she immediately adjusted the direction of her content based on that response.
“However, what works for me may not work for you, so find your organic content,” said Diandra.