Joger's business strategy fits to a tee
By Tarko Sudarno
KUTA, Bali (JP): "Hello, good morning, selamat pagi," says Joseph Theodorus Wulianadi, popularly known as Mr. Joger, every time he answers the phone at his Kuta home, be it in the morning, noon or even midnight.
He also keeps matters informal during a morning meeting with members of his staff at his Kuta store. The room is filled with jokes and laughter, with workers sitting in a semicircle facing their boss and his wife.
In the daily trouble-shooting meeting held before the store is opened, they discuss problems and how best to resolve them.
It is not as serious as conventional business meetings. Often, participants only sing and chat together. The meeting also functions as a forum to enhance self-discipline among employees.
It is only one of Joseph's strategies to foster his business Pabrik Kata-Kata Joger, which produces popular T-shirts as well as other souvenirs like glasses, cups, posters, and hats. The products bear messages that are sometimes nasty, humorous, inspiring or witty.
As 10 a.m. rolled around it was time to open the store. Dozens of buyers waited patiently outside.
"Let them wait for us. The meeting is not finished yet," Joseph said.
The store is open from 10 a.m. to 6 p.m "Joger time", meaning Joseph and his staff can open or close the store whenever they feel it necessary.
"Our business is a happy-oriented, not a money-oriented one," said Joseph. He added that his business was focused more on maintaining quality. Through his business, he added, he sought to pursue happiness, not riches.
"Money is important but not the most crucial thing in life," said Joseph, a brother of talk show host Jaya Suprana and the owner of Jamu Jago herbal medicine empire.
Pabrik Kata-Kata Joger was established in July 1980 and the home-based industry gradually became hugely popular. In addition to elaborate art pieces like wooden statues, paintings and other artworks, Joger's T-shirts are considered unique souvenirs by many visitors to Bali.
Joseph previously owned three Joger stores in Denpasar and Kuta.
However, in 1987 he decided to close down his two stores in Denpasar.
He manages the Kuta store in his peculiar managerial style.
People who want to buy his products must adhere to the store's rule regarding limited purchases.
They can only buy three T-shirts at every visit. Those who want more are required to write their orders on a special form.
"This policy is applied to show to rich buyers that money can't buy everything. In this store, they cannot use their money to get all they want. They have to share with others," Joseph said.
Despite his wealth, Joseph sometimes appears like a martial arts expert. At other times he could be mistaken for a parking attendant.
Joseph also encourages his employees to adopt his happiness- oriented approach to life.
"My employees are my family," said Joseph, describing them as the company's most precious assets.
To promote his principle, Joseph established Garing, which stands for Tiga Piring (three dishes). The concept of the group is that people who can eat three times a day must share their good fortune with the needy.
Every month, members of the group carry out various charity programs to help orphans and provide donations for the development and maintenance of places of worship like mosques, churches, Hindu temples and public facilities.
They are also active in maintaining their neighborhood areas. When a riot hit Denpasar and its surrounding areas in October last year, members of Garing worked hand in hand with the locals to clean up the debris from the burned buildings.
In May 1998, Jakarta was hit by mass riots in which Chinese- Indonesians were a target. Many of them fled to Bali and abroad.
Joger's store and residence became a haven for them as they tried to recover from the trauma of having their homes and businesses looted. Joger provides not only unique souvenirs, but also a safe and welcoming place for those seeking spiritual fulfillment.