ITB BBC Team Won 2nd Place at Business Case Competition UI Innovation War 2023
BANDUNG, itb.ac.id – Three students of Institut Teknologi Bandung (ITB) won second place nationally at the Business Case Competition UI Innovation War 2023. These students, composing a team named BBC (Big Brain Consulting), were Amaris Rea Ananda (Industrial Engineering ‘21), Rinaldy Adin (Informatics Engineering ‘21), and Muhammad Soni Kesuma Anom (Civil Engineering ‘21).
Themed “Igniting Innovation: Advancing Business Ideas Through Collaborative and Visionary Strategies,” the competition aimed to incentivize business innovations and ideas through collaborative and visionary strategies. The competition was held in a series of events, which started on July 21 and climaxed on September 23, 2023.
The business case issued in this competition came from Titipku, an online shopping service specifically for vegetables. Titipku connects traditional markets with consumers through delivery services offered by Jatiper. However, Titipku faced several problems in its operation, such as limited markets, sellers unfamiliar with technology, and delays in delivery.
The BBC team identified three main consumer segments: housewives, busy office workers, and millennials. To solve the aforementioned problems, the team then proposed a strategy dubbed “SIM,” short for System, Innovation, and Marketing.
1) System: A flexible delivery system with three types of services. “Titipku Sultan” for a swift delivery within 30 minutes, “Titipku Hemat” for a more affordable delivery in 45 minutes, and cold-storage delivery in the evening specifically for office workers who do not have the time.
2) Innovation: The integration of Titipku with sellers’ WhatsApp API, allowing purchases made in the latter to be redirected to the former. The team also introduced a new feature named “Titip Resep” for those, usually millennials, who prefer bundling solutions.
3) Marketing: An aggressive marketing strategy. This included the use of guerilla marketing tactics and partnerships. The team also helped sellers who were not familiar with online shopping technology.
In preparing for the competition, the BBC team performed a number of steps with a structured approach. The workload of the team was divided among team members based on their specialty, such as problem-solving, application development, and marketing strategy.
This was actually the team’s first competition. During the semifinals, the team members were not in their optimal condition. “We were very hectic back then as we were all sick, not to mention the final deck was only made one day prior in Jakarta,” revealed Rea. However, all of their hard work paid off in the end, as they succeeded in coming second in the competition.
Author: Hafsah Restu Nurul Annafi (Urban and Regional Planning ‘19)
Indonesian Editor: M. Naufal Hafizh
Translator: Ariq Ramadhan Teruna (Chemical Engineering ‘21)
English Editor: Anggi Nurdiani (Manajemen, 2021)
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