Mas Haryanta's Success Journey in the Furniture Industry

 In the early 2000s, utilizing the digital world for business wasn't as popular as it is today. However, for Mas Haryanta, the step he took in 2002 to build a website was a key factor in expanding his furniture and home decor business globally. Through banana-furniture, he successfully expanded his export business to the United States and Europe, something that was rare for industry players in Solo Raya at the time.

Early Journey and Business Development

Haryanta, or more familiarly known as Mas Hary, is a furniture and home decor entrepreneur who uses primary raw materials such as teak, rattan, teak root, recycled wood, banana leaves, water hyacinth, and seagrass. He runs a company called Surya Abadi Furniture, which currently exports 70% of its products to the United States and some to Europe. With a production capacity of up to 10 containers per month, the company now has around 120 permanent and contract employees, while 60% of its production comes from suppliers with consistent quality control.

Mas Hary's business journey began after his marriage. His hometown, a center of the rattan industry, inspired his initial steps into the business world. Initially, he was only a subcontractor with six employees, weaving rattan for other exporters.

The Role of Websites in Business Transformation

A major decision was made in 2002 when he decided to build a website as a marketing strategy. This decision became a turning point in his business career. "At that time, the use of websites for business was not yet widespread, especially in the Solo Raya area. I feel fortunate to have taken the initiative early," he said in a phone conversation on Wednesday (February 13th).

With a capital of IDR 1,500,000 to create the website, Mas Hary began to attract the attention of international buyers. Without a large showroom or participating in expensive exhibitions, he managed to reach his first market overseas. Even before his company had its own factory, the production and finishing processes were still carried out at home and in the surrounding area.

Facing Business Challenges and Strategies

Throughout his journey, business challenges have always come and gone. One of these is competition for raw materials, especially since countries like Vietnam and China frequently import raw materials from Indonesia, resulting in increasingly limited availability.

Furthermore, changes in buyer payment systems also pose a challenge. While previously buyers always paid a down payment upfront, many now implement a 60–90-day payment system. To address this, Mas Hary implemented a risk mitigation strategy by insuring his export goods. This step ensures that every transaction is guaranteed secure payment. "Insurance helps me assess the buyer's financial situation. If there is a risk, insurance covers it," he explained.

Digital Marketing as an Effective Strategy

Although not a designer, Mas Hary has a unique business strategy. He regularly attends international exhibitions to observe global market trends and adapt designs to suit local raw materials. In managing his business, he and his wife share roles: she handles finances and marketing, while he focuses on production.

One principle he holds dear is that digital marketing is more effective than offline exhibitions. "Participating in exhibitions requires hundreds of millions of rupiah in capital, whereas digital marketing is much more economical and produces more optimal results," he said.

Interestingly, language barriers have not been a barrier to running an export business. Despite not being fluent in English, Mas Hary has still managed to build an international business network by utilizing the right digital strategies.

In 2011, after years of operating as a subcontractor, Mas Hary finally officially exported under his own company name. He continues to seek ways to expand his business, adhering to the principle that "what we think today will impact who we will be tomorrow."

Contribution to the National Furniture Industry

From just a subcontractor with six employees, Surya Abadi Furniture has now grown into a major player in the furniture and home decor industry. Mas Haryanta's story proves that courage in innovation, especially in utilizing technology, can open up significant opportunities in the global market.

In addition to successfully developing his business, Mas Hary is also trusted to serve as Chairman of the Regional Leadership Council (DPD) of the Indonesian Furniture and Craft Industry Association (HIMKI) for the Solo Raya region. In this role, he is increasingly active in building the furniture and craft industry ecosystem in Solo Raya, encouraging collaboration between entrepreneurs, developing product innovation, and strengthening the competitiveness of local industries in the global market.(red)