Achieve "Product-Market Fit", Kuncie Expands Market to Professional Segment

One year of operation, platform EdTech Kuncie is now expanding its market to the professional segment. Kuncie started working on the Mini MBA learning program which is without a degree (non-degree) and based on online.

Kuncie CEO Mario Nicolas said, his party has conducted research to validate the market needs of professionals who want to study at an advanced level (know more) at credible educational institutions/institutions, with a short period of time, and at a more affordable cost. The average cost of business and management schools in Indonesia ranges from 28-45 million Rupiah per semester or the equivalent of 200 million Rupiah until graduation.

Based on the results of internal research on 330 professionals in Indonesia, 73,2% of respondents consider a degree (certification/s1/s2/MBA) important. A total of 52,6% do not consider a degree important, but want to continue their studies to get a degree. Meanwhile, 84,6% claimed to be interested in joining the Mini MBA program individually online within a period of 1-12 weeks and received a certification (not a degree) from a well-known university in Indonesia.

"Last year, we focused on entrepreneur with learning content that is still free. Since the beginning of June 2022, we started monetization by entering the professional segment. We see about 20% of our total revenue coming from repurchase daily content," Mario told DailySocial.id.

Meanwhile, this monetization effort is Kuncie's next step after achieving a number of milestone significant. Within six months of operation, the platform is under the auspices INDICO it has bagged more than 1 million users from 300 cities, 100 mentors, 1000 learning videos, 25 topics, and 6,5 million users' time spent learning.

Then, since December 2021, Kuncie has experienced an increase in users to 1,9 million, more than 70 topics, 1200 learning videos, and reached a total of 12 million minutes in accessing learning materials.

At the start, Kuncie targeting non-formal education or street learning sebagai starting points enter the market EdTech Indonesia. Kuncie assesses needs street learning in Indonesia is high, but not many players are playing in this segment.

ITB SBM collaboration

As a first step, Kuncie collaborated with the School of Business and Management (SBM) ITB to present the Mini MBA program non-degree. This program is implemented in a period of 12 weeks with a learning model hybrid, that is pre-recorded and live sessions. The registrant will have access to the Kuncie platform and can track progress study.

There are four model curricula prepared, including Leadership, Strategy, Customer, and Business Performance. This curriculum was chosen because Kuncie's internal research showed as many as 24,7% of respondents chose business and management as their favorite learning topics, followed by 20,5%. digital skills, and 16,4% entrepreneurship. 

Both Kuncie and STB IBM also assessed that the pandemic had a significant impact on business. Digitalization and changes in consumer behavior in Indonesia are driving many companies to seek new business models. In addition, the company realizes the importance of providing skills for employees to be able to compete.

Director of Executive Education SBM ITB Donald C. Lantu said that his party had benchmarking on methods to learning materials from a number of countries in the world. The topics are also curated according to the needs and the study time period.

"We are aware that there are still many who adapt to the learning method online. Many feel zoom tired. Hence, we blend material pre-recorded and live because time is one of the main considerations. MBA school takes two years. This can affect employee performance. We hope that HR performance can improve so that they don't just make products, but create according to market needs," explained Donald.

As for Mario, this is the next challenge for the platform EdTech in order to keep up provide relevant materials and mentors according to the times. "We want to provide the same quality at an affordable cost, and educate the market that learning online is not a sideline, but an investment of time that the results can be used in the scope of work," closed Mario.