Universitas Gadjah Mada
Faculty of Economics and Business

Who would have thought that amidst the hustle and bustle of university life, this young student could start a business that reaches out to different cities across Indonesia? Tatsbita Ratqa Amany, an International Undergraduate Program (IUP) student in Economics at the Faculty of Economics and Business UGM, has successfully established Day of Art. This creative workshop business provides hands-on craft learning experiences and a channel for creativity.

In the latest episode of FEB UGM's YouTube program, FEBerkarya titled Creative Business Inspiration: Building Day of Art Workshop from Scratch, the Class of 2022 student shared her journey of starting her business.

The idea started when she was a team member of Himiespa's external affairs department and was tasked with organizing a community event. She expressed her desire to create something different from previous years' programs.

"In previous years, many programs focused on education. Therefore, I wanted to create an event in the creative field," she explained.

She realized that organizing workshops could be an effective way to channel hobbies and creativity. She also wanted to volunteer at a beauty event in Jakarta, which required experience in event organization. Eventually, she took the initiative to create her event - an arts and crafts workshop business called Day of Art.

A Challenging Beginning

Running Day of Art from the beginning taught Tatsbita many valuable lessons. She faced many challenges in running the business she co-founded with a friend. Initially based in Jakarta, the company had to adapt when Tatsbita returned to Yogyakarta to continue her studies at UGM while her partner remained in Jakarta. The limited staff forced them to multitask, juggling their studies and running the business. They also needed help with financial and human resource constraints.

"Building the trust of participants in the early stages of the business was a big challenge. In the beginning, our Instagram account had no followers and no customers, so we had to promote vigorously," she shared.

Tatsbita said that the early workshop attendees were mainly family and friends who supported her efforts. Although she had to invest in digital marketing and advertising, the business gradually reached a wider audience, albeit at a considerable cost.

Maintaining Consistency

Tatsbita built her business to create a space for people to come together and share their hobbies. Operating under a nonprofit concept, she developed strategies to sustain the business and provide something customers eagerly anticipated.

"One of our strategies is to be consistent with our workshops. We make sure we have two monthly workshops with interesting topics that align with current trends in locations with a unique vibe," she said.

She explained that her team regularly researches popular crafting topics such as baking, chunky bag crafting, and recycled art. Day of Art also often collaborates with local communities and organizations, such as student unions and FEB UGM's Student Executive Body (BEM), to host relevant activities, including sustainability workshops. This approach builds enthusiasm among participants and expands the business network.

In addition to consistency, maintaining the quality of the workshops is a top priority. This is a principle that Tatsbita adheres to, especially since Day of Art has branches in several cities.

"To ensure consistent standards, the core team conducts regular observations and evaluations at each branch. Participants' feedback is also collected through feedback forms to measure their satisfaction with the workshop experience. This system helps Day of Art identify areas for improvement, including materials, instructors, and event execution."

Expanding Branches

Tatsbita also shared an inspiring message for aspiring entrepreneurs, quoting Bob Sadino: "The best business is one that runs, not one that is endlessly discussed." She encouraged budding entrepreneurs to take the first step with careful preparation, such as writing a business plan and conducting thorough research.

Day of Art has plans to expand to other cities in Indonesia, including regions that have yet to see similar activities. Tatsbita is optimistic that Day of Art will become a widely recognized creative community through continuous improvement of its system and commitment to quality.

Reporter: Shofi Hawa Anjani
Editor: Kurnia Ekaptiningrum
Watch the vull video: Building a Day of Art Workshop Business from Scratch

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