Winning Strategies in the Market: ITB Actuarial Science Coaching Class with Industry Practitioners
By Iko Sutrisko Prakasa Lay - Mahasiswa Matematika, 2021
Editor M. Naufal Hafizh, S.S.
BANDUNG, itb.ac.id – The Actuarial Science Study Program at the Faculty of Mathematics and Natural Sciences (FMNS) ITB held a coaching class as part of the course WI2023 Business Management and Entrepreneurship, taught by Dr. Yuli Sri Afrianti, S.Si., M.T., M.B.A., on Monday (May 20, 2025), at the East General Lecture Building, ITB Ganesha Campus.
The guest lecture featured Adan Rahman Sarsono, S.Si., CEO of PT ARAVA Tours & Travel and an ITB Mathematics alumnus (class of 2003), who presented a session titled “Product Market Fit.” Drawing from his experience in the Umrah and Hajj travel industry, he discussed how to develop products that accurately meet market needs.
He explained that product market fit refers to the point where a product or service truly aligns with the expectations and needs of its target audience. Reaching this point requires more than just a good idea—it demands a structured, data-driven approach.
The process is far from simple. Adan emphasized the importance of conducting thorough market surveys and competitor analyses to identify real problems faced by the market. Once identified, the next steps are finding suitable solutions and developing testable products that gain positive market reception.
“If we only build products based on our own perspective, chances are they won’t be relevant. We really need to get into the minds of potential users and understand their concerns and needs,” he stated.
One of the key strategies he shared was how to avoid price wars—a common issue in many industries—by offering added value and product differentiation. Tools like SWOT (Strengths, Weaknesses, Opportunities, Threats) and PESTEL (Political, Economic, Social, Technological, Environmental, and Legal) were highlighted as essential in uncovering strategic positioning and mapping market conditions, including trends, regulatory challenges, and growth opportunities.
For marketing approaches, Adan outlined his go-to-market strategy, which included the use of digital platforms and social media marketing grounded in keyword research using tools such as Meta Ads Audience. The strategy aimed to gradually build awareness, educate the market, and drive conversions effectively. He also stressed the importance of understanding the regulatory landscape in Indonesia—from licensing to operational requirements—to ensure business sustainability and competitiveness.
By combining data-driven insights, market empathy, and strong execution, this coaching class reminded students that a successful product is not just about a brilliant idea, but about how well that idea is positioned, tested, and embraced by the right market.
Translator Indira Akmalia Hendri
