The founder of NIION, a local bag brand from Bandung, Aditya Rahman alias Adit Yara, presented as a guest lecture for the Entrepreneurship class at SBM ITB on Friday, 11/18/2022. NIION was established ten years ago and is increasingly recognized by various circles.
Adit started his business when he enrolled at at the Master of Business Administration (MBA) ITB. He wanted to be an entrepreneur and had the idea of selling bags with the concept of a “running bag.”
The target buyers when he started his business were his classmates. Before selling, Adit conducted a small survey of his classmates, asking their opinions about the model of the bag he was selling. 80% of his classmates bought Adit’s bags.
Adit loves hanging out with his friends and this habit bring many blessings. One of his favorite places to hang out is Oz Radio.
This is the starting point for the NIION brand to be known by various circles. Oz Radio’s Program Director and PR at that time were offered to collaborate in Color Run, the radio’s anniversary event.
Adit was asked to provide 1500 bags. On the day of implementation, all Color Run participants wore the bag, and many posted it on social media. This post made more and more people aware of NIION, increasing the demand for NIIOS bags.
According to Adit, NIION strives to always hold organic promotions, namely carrying out promotional strategies without involving paid digital promotion tools currently booming. Adit added that the most effective marketing strategy for the NIION brand is through promotions or testimonials from customers or influencers who post their products on social media.
“NIION is also always present at local product bazaars, often found in malls,” said Adit.
Adit focuses on selling products to e-commerce. Today, over 60% of purchases come from e-commerce.
Adit believes that colorful running bags sell well because people like combining quirky bags with running shoes. At that time, the model of the sling bag was very popular. Since then, the NIION brand has offered a variety of other and varied bag models.
This year Adit brought some breakthroughs. With his wife, Qisthina Ghaisani, NIION released the “Friends and Family” (fnf) series. By launching four models of mini and unique bags, FNF was welcomed by various circles of society, especially women. When launching the fnf series at the Trademark event, they sold 400 bags in in three hours.
Adit shared business tips and motivation with the Entrepreneurship class through a question-and-answer session. His message was “if you want to start a business, you must also set the “finish line” of our business”. In other words, we must strategize what products we want to be known for and where to take them. In addition, we must work hard to socialize and expand relationships so that our brand reaches a wider market.
