Project Description
This initiative revolves around the creation of a smartphone-based platform cooperative in Indonesia, led by women for women, designed to maximize productivity through digital business strategies and the establishment of a vibrant community of like-minded individuals right at their fingertips. This innovative project aims to address the productivity gap among Indonesian women entrepreneurs by combining digital literacy learning with the power of networking
Where: Social Impact Entrepreneurship & Design at Parsons
Role: Design Strategist (Individual Project)
Stories of Indonesian Women
"When I got pregnant with my first child, I decided to quit my job to focus on motherhood. Now I want to be more productive and jump to the business world, but I don’t know how to balance my responsibilities as a mother."
— Dina, a mother from Jakarta who previously worked in a marketing agency
Although 54% of Indonesia women's
working age population productively participate in labor,
this number has remained stagnant
for the last 20 years due to prevailing
social norms emphasizing women’s role
as mothers and caretakers like Dina
"I want to expand my business and provide a better life for my children. However, I don't know how to gain access to business and financial resources, I also struggle to compete with larger businesses in my area"
— Yanti, a single mother of three living in a low-income neighborhood in Jakarta
Although SMEs in Indonesia provide jobs
to 97% of the population and contribute
to 62% of the country's GDP in 2021,
women like Yanti still face a range of constraints in growing their businesses including limited resources and support networks
"I want to expand my business and reach more customers. Although I have a smartphone, I don't know how to use online platforms to promote and sell my products. I once used WhatsApp to sell my clothing, but I got scammed. "
— Sari, a single woman in her mid-30s living in suburban area in Indonesia.
Although having 75% smartphone
usage rate,
Indonesian women like Sari still have
less digital literacy than men,
especially in digital ethics and safety
(25% versus 33%)
How might we create a platform that enables women to maximize their productivity while balancing their responsibilities and connect with a supportive network by providing accessible resources?
Introducing
A smartphone-based platform coop by women for women to maximize their productivity through digital business and a community of like-minded women, right at their fingertips.
Customer Segment
Aspiring Business Owners
Women aged 20 - 44 who is interested in starting their own digital business
Traditional Business Owners
Current women business owners interested in transforming their business to
digital space
Market Sizing
TAM
186M
Indonesian women population who will be in their productive age in 2045 (70% of women population)
SAM
140M
Indonesian women population who will be in their productive age in 2045, who own a smartphone
SOM
36M
Interested in participating in labor force, including starting and transforming to a digital business
WHY NOW
WHY NOW
2045
Indonesia is the world’s 4th most populated country with a prediction to reach 70%
of productive age women population in 2045
CLOSING GAP
Indonesian Government is aiming
to close the female labor force
participation gap by 25% by 2025 and
higher in the future
G20 EMPOWER
Indonesia is focusing on G20 Empower focus areas for 2045; women’s leadership, role in Small Medium Enterprise (SME), and future readiness in the digital economy
EMPLOYMENT RATE
WSMEs tend to employ more women than businesses run by men, increasing the number of WSMEs in Indonesia today will also increase the rate of paid employment among women in the future
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Women can access a range of resources, including digital business modules (emphasizing on digital ethics and safety) and capital fundings, to help them start and grow their businesses.
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We connect women with a supportive community of like-minded entrepreneurs and successful digital business owners who can offer guidance, advice, and mentorship.
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Women can access the platform from anywhere, at any time, making it easy for them to balance their responsibilities at home and at work.
Value Proposition
For Indonesian women:
Overcome cultural barriers and limitations to pursue their maximal potential while still fulfilling their responsibilities, ultimately leading to increased economic independence and empowerment
Social Impact
Change Target
For Indonesia:
Greater gender equality and social empowerment, benefiting not just women but society as a whole by contributing to sustainable economic and educational growth, and the country's overall economic development and progress
For the world:
Provide global audience with access to high-quality products and services from Indonesian women-owned digital businesses, resulting in the growth of the businesses, diversification of the global marketplace, and promotion of gender equality in the business world