Develop your hobby into a promising business

JAKARTA (JP): Damayanti loves chocolate and her love has proven bountiful for her pocketbook.

Many years ago, as a creative young woman, Damayanti often spent hours in the kitchen making her own chocolate. She later started a small chocolate business with a capital of "almost nothing" but a number of cooking utensils -- mostly old ones. The business has grown quickly and is currently worth no less than Rp 100 million.

"If you want to be successful, you should be willing to do things yourself. From buying the ingredients to stirring the dough. If it's necessary, you should deliver the order," she said.

Being a boss does not necessarily mean that you can become bossy, she said.

Damayanti is only one of many people who have enjoyed robust profits from a hobby-turned-to-business. Another example is Mulyono, who owns an auto repair shop in the city.

With Rp 10 million he got from his parents, Mulyono opened a repair shop specializing in auto mufflers. Five years later, he now has a monthly turnover of between Rp 60 million and Rp 80 million.

Other common businesses that have much to do with hobbies include catering services, house-plant nurseries and the design and making of apparel.

With many facing unemployment in these times of crisis, people are being forced to seek new ways to survive. If you are interested in developing your hobby into a business, you might also need to listen to management consultant Gde Prama.

He gives the following tips:

* The first thing to do is to find a benchmark to shape your sense of business. Learn from other people who do the same business, but don't be a copycat.

* Start soon. The first step is always the hardest part. Many young people are too lazy to start a business for various reasons, from a lack of capital to a lack of working space. Even if the only place you get is a garage, you should not give up. A number of successful catering businesses have started from such places.

* You don't have to place an advertisement to recruit new employees. Make use of people available around you: your spouse, children, relatives, housemaids, driver or gardener. If your business begins to bear fruit, that's the time to hire more employees.

* How about capital? You don't have to own millions of rupiah to start a business. There is a sandal and shoe designer who started with only Rp 100,000 and now successfully sells various products ranging from shoes, wallets and bags to sports outfits and rafts.

If you already have a wide collection of items that could be sold and you don't have any savings, you could still be optimistic. It would be better to make a joint venture with somebody who has money that you already know well. Your assets are your own initiative and the trust of others on your ability and seriousness to work.

* The establishment of a company is not necessary, otherwise you might be trapped in bureaucratic red tape. You might establish your own company later after your business is up and running.

* Don't stop. Working is like walking. If you don't walk, you can't look around. If you keep going, you'll be able to see what's behind a mountain. You should work from your own effort. Those who expect to get special government treatment should set aside such an idea, especially in this era of reform.

* If you want to market your products, do it from door to door, from one potential buyer to another. Don't give up easily and don't be ashamed.

Experience shows that your closest friends can be your first consumers. They might be willing to pay in advance, which would be beneficial to your business.

* Discipline is a must. Your success will be determined by your discipline to follow your own game plan.

* Face challenges, even if they look quite difficult. Once you are able to deal with them, you might get luring business opportunities.

* Don't be afraid to develop. When your business runs well, grab the chance to grow bigger and diversify.

The above is an excerpt from an article in Tiara lifestyle monthly. The complete story, along with several others, appears in its August edition.