The XCELERATE team, consisting of four undergraduate students from the Management Program, successfully secured 2nd place in the Entrepreneur Day Business Case Competition organized by the Undergraduate Business Program of Prasetiya Mulya University. The organizers held the competition offline on January 18, 2025, at the Indonesia Design District (IDD), Pantai Indah Kapuk (PIK) 2, Tangerang, Banten.
The XCELERATE team members are Naila Adristi Mulya, Ayu Rahmi Widianarsi, Annisa Mayza Jasmine, and Fathin Nabil Hakim. The competition was highly competitive, with 124 student teams from top universities across Indonesia, including Universitas Indonesia (UI), Universitas Gadjah Mada (UGM), Institut Teknologi Bandung (ITB), Universitas Padjadjaran (Unpad), and many others.
The competition began with a proposal selection phase where participants submitted their solutions to a business case presented by the organizers. The case study focused on Fore Coffee’s challenges in navigating the intense competition in the Indonesian coffee industry. Out of 124 submissions, only the top 10 teams advanced to the final round.
Annisa Mayza explained that the top 10 teams refined and expanded their initial ideas into more concrete solutions in the final stage. Each team was required to develop a pitch deck and present it to a panel of three judges from different industry backgrounds, including Matthew Ardian, Chief Marketing Officer (CMO) of Fore Coffee Indonesia. The presentations were open to the public and witnessed by hundreds of attendees at Entrepreneur Day 2025.
In the first phase, each team was tasked with formulating Fore Coffee’s Unique Selling Propositions (USPs) to ensure its sustainability and growth in the highly competitive coffee market.
“Our team conducted a market analysis, identified competitors, and studied customer segmentation to design a strong differentiation strategy for Fore Coffee,” Annisa explained on Thursday (March 27, 2025).
In the final round, the teams had to design a marketing communications strategy to effectively communicate Fore Coffee’s USPs to consumers to increase customer acquisition and loyalty. Their plan included multi-channel marketing campaigns and offline brand activation to drive deeper customer engagement.
Annisa Mayza admitted that XCELERATE’s journey in this competition was not easy. One of their biggest challenges was the limited time to prepare their proposal in the early stages, as it coincided with their final semester exams. In addition, this was the first time the team had competed together, so they had to adapt quickly to the team dynamic. Conducting most online discussions was also challenging, as team members were in different locations during the semester break.
“We did not expect to win, considering this was our first time competing as a team. We were up against strong competition from top universities, all of whom presented highly innovative solutions,” said Mayza.
Annisa Mayza hopes that they will continue to be successful in other competitions in the future. She also hopes that their success will motivate and inspire other FEB students.
Report by: Orie Priscylla Mapeda Lumalan
Editor: Kurnia Ekaptiningrum
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