The Story of HandsHe Who Grows Up With Digitalization, Served: The Pandemic Is Not An Barrier

Business with a micro or small scale is not an obstacle to continue to grow. Especially in the digital era like today which makes things easier to do, even when the situation tries to hinder it through a pandemic. TanganDia proves it by being the Best of The Best UMKM in Indonesia event Telkomsel Digital Creative Entrepreneurs 2021.

In addition to being a helper during the pandemic, the internet has also played a big role from the beginning of TanganDia's journey. What's the full story? Hear the story of Served by Sukardi, owner TanganDia, about his success story with digitalization.

Dare to Be Different with Hand Knitted Dolls

TanganDia is a business that sells knitted creations. Named HandDia because all products are made by hand or handmade. Then, He himself was taken from the name owner His hand.

“HanDia produces a hand creation in the form of knitting. Now, the name TanganDia comes from my name, Dia, and because all the products I make do not use machines, they are all made by hand,” said Dia.

Like most other craft businesses, TanganDia also started from Dia's hobby in knitting. However, instead of making product fashion like many other craftsmen, He chose to focus on making hand knitted dolls.

“At first it was just my hobby, namely knitting. But what I see here is that other people knit only in the form of most clothes, not yet in the form of dolls. So I thought if I knitted in the form of a doll there would be an opportunity there.”

That's where His determination begins. This determination also encouraged him to learn to be self-taught and be creative in making doll patterns.

Starting from PlatformOnline and Point to Sell

Even though it looks different, it is not easy for him to market it. He also took advantage of social media, like Instagram. Then, for the enthusiasm and support given by his friends, he also left some of his creations in various places, such as cafes, in the hope of increasing awareness people related to their products.

"So, so far it's still limited to sales online through social media such as Instagram and others. I don't have my own shop yet. However, I like to leave my merchandise with friends who work in hotels or cafes. At least as an example of my knitted stuff. Alhamdulillah From there, many people saw it and were finally interested in ordering,” he said.

Even though his original intention was only to grow awareness visitors to the hotel or cafe where he left his products, but the results turned out to be more than expected. In fact, he also managed to sell his products to Germany through the point-of-sale system.

“In that case, I had sold it to Germany, that's what I initially said was entrusted to a friend. It turns out that in Germany a lot of people like and order from me.”

Bargaining is a challenge that is often faced

When selling goods handmade whose manufacture requires a lot of time and attention detail, price is one thing that is often an obstacle in the sales process. This is also felt by His Hand. He admitted that the bargaining process was the most frequent obstacle he encountered while running TanganDia. 

However, even so, His Hands did not want those obstacles to turn into Dia Hands obstacles. He also overcomes it by adjusting the product accordingly budget customer.

“The difficulty is if someone bids, because this is the work of one's own hands, right. Finally I overcame this difficulty by first asking the budget of the person who ordered it so that I could adjust the items I had to make.”

Innovate and Profit in the Midst of a Pandemic

Many businesses are affected by the Covid-19 pandemic from various sides, such as from the Produksi nor sale. However, this was not the case for His Hand. He admitted that the pandemic did not hinder HandDia, but became a moment for TanganDia to innovate.

While surfing the internet at that time, He came across an idea which was also a new innovation for TanganDia, which was to make strap mask hand knitting.

"Actually, if it's said that the pandemic is hindering "His Hand" it's not really. Because of the pandemic, I got new innovations by making strap masks but of hand knitting. So thank God it's quite improved turnover sales from strap masks, because in a day can sell a hundred strap masks," he explained.

Instead of sinking, the idea made TanganDia gain a lot of profit during the pandemic. Because to produce it does not require a lot of materials but can be sold in large quantities.

In order to sell it, He is also still using platform digital, like marketplace, and leave it to a friend.

Consistent in Initial Intentions Becomes a Source of Spirit

Tiredness and wanting to give up can come to anyone, including Him. Although not visible from the outside, but in fact he had felt moments of wanting to give up. However, he now has a recipe for overcoming the fatigue, which is to always remember and be consistent with the initial intention.

"Consistent. Because I was about to give up because I was tired of making it for a long time, but because of the intention from the beginning, I thought it was a shame that I had to stop here. Seeing that I have also been at this point," he said.

Plans to Expand Overseas Markets with Digitalization

The development of His Hands from the beginning until now did not make Him immediately satisfied. He still has a lot of plans for His Hands. One of them is to penetrate foreign markets with the help of digitalization, which has been a 'friend' for TanganDia.

“I plan to make sales overseas with marketplace as eBay and Alibaba which does not have a high price war,” he said.

In addition to focusing on marketing his products abroad, he also wants to try something new with the help of digital technology, namely selling paid patterns or designs through platform Etsy. Despite the challenges, he thinks the idea is worth a try.

“And another plan I want to sell the pattern or design which can be used by others. Even though the challenges are many, it's not wrong to try. On the other hand, although the challenges are many, they are quite profitable. With one thought, but being able to sell to several people who can make a decent profit, yes, "he continued.

It doesn't stop there, He also plans to build a studio offline His hands can later be used for knitting training.

Dream to Empower Fellow Women

Currently, apart from focusing on selling her knitted products, she also opens knitting courses or training for housewives. He wants to help mothers can take advantage of the time with positive activities.

Then, he also hopes that in the future there will be more mothers who can knit and help him in the production process of TanganDia.

"The hope is that there will be more people who can knit because I have the hope of adding employees and helping housewives to have the opportunity to do other activities besides staying at home."

Technology is a process of being able to get used to it

Although now many MSMEs have succeeded in utilizing technology, there are still many other MSMEs who are still afraid and unable to start. He also gave advice to never be afraid to try. Can do it because used to.

“As for my advice, don't be afraid to try or get directly involved in the digitization process. Actually not impossible, but just not used to it. If we get used to it, I'm sure we will be able to, because it will be done repeatedly which makes us proficient or able. The point is not that you can't but you just haven't gotten used to it."

Dare to innovate, never give up, and keep dreaming big are some of the things that can be taken from the stories shared by Him on his journey to build His Hands. Those three things also bring Him to be useful for others through the training that he provides.

Since its inception until now, TanganDia has also never missed taking advantage of the various conveniences provided in the digital era. He even plans to continue developing TanganDia with the help of digitization. Because for him, as long as he dares to try, anything is possible.