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Dengan Strategi “Basi” Menjaring konsumen – e-preneur.co
Home / Kiat / Dengan Strategi “Basi” Menjaring konsumen

Dengan Strategi “Basi” Menjaring konsumen

Batik Kaca

Budi Glass

 

Produk usahanya bukan produk baru. Strategi usahanya sudah “basi”. Mungkinkah usaha itu mampu bertahan? Ternyata, bisa. Setidaknya, itu ditunjukkan oleh Budi Glass yang dengan kiat selalu memenuhi pesanan tepat waktu dan menjual produknya dengan harga “miring”, maka batik kacanya masih terus diminati. Bahkan, memiliki konsumen tetap dengan sejumlah pembelian rutin

 

e-preneur.co. Ada kalanya, peribahasa “memancing di air keruh” tidak berkonotasi negatif. Setidaknya, begitulah gambaran perjalanan usaha berlabel Budi Glass.

Pada mulanya, seorang teman yang menjalankan usaha batik kaca (sebuah usaha yang bergerak dalam bidang pembuatan barang-barang fungsional, berbahan baku kaca cermin, kaca es, dan kaca motif di mana motif yang ada pada kaca tersebut kemudian diistilahkan batik kaca, red.) menggandeng Retno Budiarjo sebagai rekanan. Teman itu “menugaskan” Budi, begitu ia akrab disapa, merakit potongan-potongan kaca tersebut.

Sekadar informasi, sebelum dirakit hingga terekat satu sama lain membentuk benda-benda yang fungsional, batik kaca yang dibeli dalam bentuk lembaran itu harus dipotong-potong dulu sesuai dengan pola yang diinginkan. Sementara harga per lembar, berkisar Rp200 ribu−Rp300 ribu.

Suatu ketika, karena satu dan lain hal, sang teman terpaksa menutup usahanya. Hal ini, membuat Budi berpikir untuk membangun usaha sejenis, di samping agar usaha rakitannya bisa terus berjalan. Ide ini didukung oleh sang istri, Purnami. Lantas, pada tahun 1999 lahirlah Budi Glass.

“Modal awalnya cuma Rp5 juta, yang digunakan untuk membeli mesin-mesin,” tutur Purnami, yang ditemui di kediaman sekaligus showroom dan workshop Budi Glass yaitu di Jalan Adi Sucipto, Soropadan, Karangasem, Laweyan, Solo.

Selanjutnya, di tempat itu, setiap bulan dihasilkan sekitar 500 pieces yang terbagi menjadi 60 jenis produk. Seperti, aneka tempat tisu, tempat buah, tempat perhiasan, tempat uang receh, tempat permen, vas bunga, tempat kue, dan sebagainya. Barang-barang fungsional ini, dibanderol dengan harga Rp25 ribu‒ Rp600 ribu.

Promosi hanya dengan getok tular, serta menyebarkan brosur dan kartu nama

Kemudian, hanya dengan promosi getok tular (Jawa: informasi dari mulut ke mulut, red.), serta menyebarkan brosur dan kartu nama, produk ini mulai dilirik konsumen. Bahkan, pada akhirnya, ada yang menjadi konsumen tetap yaitu dari AURI (sekarang: TNI−AU atau Tentara Nasional Indonesia Angkatan Udara, red.) di Jakarta, Madiun, Malang, dan Yogyakarta.

Menurut mereka, Budi Glass supportive. Dalam arti, selalu memenuhi pesanan tepat waktu. “Selain itu, karena harga produk Budi Glass ‘miring’,” ungkap Purnami, yang dalam berproduksi dibantu oleh suami, anak, dan tiga karyawannya.

Batik kaca produk Budi Glass ini, di samping bisa dibeli langsung dengan mendatangi showroom-nya, juga dapat dipesan melalui BBM (BlackBerry Messenger), tanpa minimal order. Atau, membeli melalui para supplier-nya.

Namun, seperti usaha pada umumnya di mana kendala selalu ada, demikian pula dengan Budi Glass yang merasa pemasaran produknya belum memuaskan. “Peminat dari Solo justru tidak ada,” ucap lulusan SMA ini.

Meski begitu, Budi Glass yang rajin mengikuti pameran Inacraft dan menjadi binaan dinas koperasi setempat tidak patah semangat. “Target kami cuma satu: membesarkan Budi Glass dan kami akan terus menggenjotnya!” pungkasnya, optimis.

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