Dayu Dara Permata, 36, is a co-founder and CEO of the Indonesian real estate transaction platform Pinhome.
With the kind permission of Pinhome
It is no secret that building a successful startup often contains risks, iteration and failure. Dayu Dara Permata knows that well.
The 36-year-old is a co-founder and CEO of the Indonesian real estate transaction platform PinHome. Over the course of about five years, she switched from her own garage to over 75 million US dollars, according to a company representative and data from Bootstrapping.
“Entrepreneurship is really difficult. There is no immediate success … they just have to be willing to fail,” Permata told CNBC to do it. “If you try to avoid overall failure, [then] They just delay it. “
“Maybe you don't try enough – that's why you have seen no failures, but what it does is that it really hinders growth,” she added.
Modest beginnings
Jewel, Anyone who was born and grew up in Indonesia has always been a high -flyer.
“I was born out of a very simple family … We didn't come out of money, so I really had to earn everything I wanted,” she said, adding that her parents were always strict and demanded with her.
“I was always expected to be academically successful to be number one,” she said. “I always liked property because I live with very strict parents – [it was] My house, my rules. So I thought I wanted to own my own house so that I could have my own rules, ”said Permata.
She said she was hardworking, competitive and, as a child, concentrated “always on academics”. At the age of 23, she had already bought an investment property, the first of several.
After graduating from the university, she followed almost decades of company career and finally played a senior vice President role at the Southeast Asian On-Demand Services platform Gojek, where she met Pinhome co-founder Ahmed Aljunied.
After Permata had worked at Gojek for about four years, she said that she was ready to work on her own entrepreneurial trip.
“I think at the end of my time in Gojek, [the company] Was in operation in 200 cities all over Indonesia, “she said.” I had worked with my CTO, Ahmed … [He] Was always very entrepreneurial. He had built business before and he had [said]: 'Why don't we start our own?' “
“If you fail quickly, learn quickly”
At the beginning of 2019, the two began to negotiate and build the business from Permata Garage. In the course of approximately nine months, Permata said that she invested around 150,000 US dollars of her own savings in boat trapping.
“My husband was my first employee. We had our first five team members who worked from ours [garage]. It was really like nine months of boot trapping, “she said. [I was working there]But we managed to squeeze in time [for our startup.]”
Permata was informed of her own experiences as a real estate investor and knew that she wanted to address the many pain points in Indonesian real estate. She said that the purchase and maintenance of real estate was very “manually” and “fragmented”.
“All pain to look for a home and connect with agents … [It’s a] Six to nine month process, everything on WhatsApp, and you have to deal with completely strangers … and I thought: “Why is it so traditional and why didn't the technology change the sector? '”
Permata and her co -founder believed that the real estate sector in Indonesia was ripe for the transformation.
Try to fail every day, but learn from it … I think that will help you in the long run with your endurance, because it is not a sprint, it is a marathon.
Dayu Dara Permata
Co -founder and CEO Pinhome
“We tested different business models … In the first business model we examined crowdfunding for real estate. The second business model, we examined the property management. We explored the third time … co -owners of real estate,” she said.
“We went through this iteration almost every two or three months,” she said.
After Permata and Aljunied had tested a few failed ideas, they ended up on their fourth idea, which ultimately became what Pinhome is-an end-to-end transaction platform that brokerage, mortgages and home services.
Pinhome was launched in January 2020 and today serves more than 3.5 million active users on their website and mobile apps, according to a representative of the company.
“If you fail quickly, learn quickly. This is how you get closer to success,” Permata suggested. “Try to fail every day, but learn from it … I think that will help you in the long run with your endurance, because it is not a sprint, it is a marathon.”
“If you don't manage your energy well, you can stop before you are successful,” she added.
Would you like a new career that is paid higher, more flexible or more fulfilling? Take the new online course from CNBC and make a strong change of career and land a job that you love. Expert instructors provide you with strategies to network successfully, to revise your résumé and to confidently switch to your dream career.