Mission Wahyoo Raise the Class of Food Stall Owners

Starting from a simple idea, Wahyoo now transformed into an integrated service that supports the business growth of food stall or warteg owners. Founded by Peter Shearer known as entrepreneur series, Wahyoo now has around 12 thousand partners in the Greater Jakarta area.

The company has secured millions of dollars in funding from various investors, including Intudo Ventures, Kinesys Group, SMDV, East Ventures, Indogen Capital, Selera Kapital, and Amatil X (Coca-Cola Amatil).

To DailySocial, CEO Wahyoo Peter Shearer reveals business strategy and plans Wahyoo give social impacts to SMEs in Indonesia, especially food stall owners.

Inspiring "failure"

Before building Wahyoo, Peter has worked in several companies. One of which is advertising agency. Even though he did not succeed in becoming a permanent employee, his experience while working at agency it provides its own inspiration for Peter to build Wahyoo.

At the webinar DSLaunchpad Ultra some time ago, Peter revealed, he had returned to work at the family company, namely convection. Besides that, Peter also founded the company several times, before finally getting involved together Bow which focuses on the development of Augmented Reality (AR).

With an advertising background, the first idea that came to mind was to make warteg-warteg as an advertising medium. Every brand and product can use warteg as a place for them to introduce ideas and brands.

On the way, Peter encountered an obstacle. There are no significant changes in the world of warteg, they are still both less clean, less organized, and still very traditional.

"This is what pushed me to make changes in the traditional food stall industry. With branding and technology skills, as well as passion in culinary, it has become a focus for me to build a startup whose focus is on helping them so that traditional food stalls can go up in class," said Peter.

Social problems

Some business ideas come when Peter listens complaint shop owner. The change in the initial idea of ​​building an advertising network and shifting to supplying raw material needs was the request of the restaurant owner himself. Those who directly ask whether Wahyoo also supply their needs such as rice, cooking oil, eggs and others.

So far, they are quite bothered by having to get up in the morning to shop and do many other things before opening a food stall.

Another example is complaints about financial problems due to lack of literacy and proper financial management. Wahyoo then inspired to issue a financial record feature in the application and hope that in the future there will be (or help) financial solutions for them.

"So I think listening to your target audience is very important. Then not only listen, but also have empathy. Empaths who feel the difficulties they feel. So that with our capabilities we can help provide solutions that are really needed for them," said Peter.

There are several social problems that occur in traditional food stalls. Environmental problems related to waste disposal are one of the concerns. Not to mention the health problems of how they can pay attention to the quality of the product properly, how consumers can understand the importance of nutrition in food, and the importance of hygiene in serving food and also during cooking.

Economic issues are also a concern Wahyoo. How the shop owners can progress as entrepreneurs so that they are more prosperous. In addition, the problem of education is how their next generation can take the highest education. The last is the problem of digital literacy.

"Indeed, traditional food stalls look small, but it turns out that there are many problems that need to be addressed and they need to be helped. We believe that when they are helped, the economic effect, the environmental effect, the better socio-cultural effect will automatically make Indonesia better," said Peter .

Plans and targets

Aggressive service expansion makes business Wahyoo grow fast. Early 2020, they acquired Address.com. Two of the founders of Address.com currently join Peter in the company's management, namely Daniel Cahyadi as COO and Michael Diharja as CTO.

Wahyoo also now has a business unit Make Tajir Group which gave birth to private label products to be marketed for partners Wahyoo, such as Fried Chicken Makes Tajir (AGBT) and Fried Duck Makes Tajir (BGBT). AGBT already has 350 outlets and BGBT which was just launched this year already has 40 outlets spread across Jabodetabek. Having private label products is a strategy Wahyoo so that partners can get more income through a new menu that has never been served before by partners Wahyoo.

"Currently we are targeting [helping] all Culinary MSMEs, not only food stalls but also maybe small and medium-scale restaurants and restaurants. With the infrastructure that has been built for 4 years, with the experience and capabilities we have, we want wider impact," said Peter.