 In this video, we introduce Ranafra Foods, a business enterprise owned by Ekka Muhadi. The company serves as an exemplary model for showcasing how small home-based businesses can grow and enter into larger markets. Affordable and nutritious, a Ranafra selling point. Ranafra specializes in fish-based food products located in Tagal, a town with a population of nearly 300,000 people in Central Java. It is Ekka's fifth business endeavor after he was inspired to produce nutritious food to tap into Tagal's huge fisheries production. I used to work for a company before I resigned and try running various business, from selling fried snacks to rice to chicken. I even set up a tottering center, but those didn't work out. I even went into a catfish business with a friend. We often had oversupplies of fish, which send the price down. I then had the idea of diversifying the excess supply by turning them into a catfish bowl and nugget. In the beginning, Ekka tried multiple recipes using farm catfish as ingredient, but the results were unfit for market. The nugget didn't look very attractive, it was dark in color. A friend then suggested that I switch the ingredient to saltwater fishes to produce fish product that is lighter in color. Changing the ingredient to saltwater fishes resulted in better products for the market. But instead tapping off into small markets like most other businesses of its scale, Ekka chose to sell his products at supermarkets. I saw supermarkets as an opportunity, because many of my friends and other local small-medium enterprises were afraid to tap into this buyer. They did not like this slow payment system, once every month, and the strict return policy of the consignment system. Supplying for supermarket has its challenges. Aside from financial investment, the products must meet certain needs, products must meet certain standards, and comply with regulations. Lanafra has to obtain several certifications, such as the Home Industry Food Production Certificate and National Food and Drug Control Agency license. The process for obtaining the National Food Agency license in Indonesia follows several steps, including fighting the application, paying the registration fee, obtaining and presenting industrial license of the Ministry of Industry and Trade, obtaining and presenting chemical and biological lab test results, sending samples, presenting product label design. Lanafra's processing area must also pass the agency's hygienic and safety standards. In over a year, Lanafra has also obtained other certifications, including HALA certification and GMP. GMP stands for Good Manufacturing Practice. It refers to the guidelines and standards followed in the food, pharmaceutical, cosmetic and other consumer product industries to ensure that products are manufactured with safe quality processes in accordance with regulations. Another challenge that makes many small businesses reluctant to market their products at supermarkets is their consignment and returns policy. Though many avoid the risk, Eka has his own strategies to overcome the challenges. Because of the consignment system, after one month, I send the products. I always check the sales. If the products have sold about 60%, I will take the proceeds for capital and the unsold products to sell to other supermarkets. The requirement for SMEs product to be accepted at Muthia Rechaya Supermarket are, first, they must have a HALA certificate, and second, they must be labeled and certified by B-POM. Eka's persistent and innovative approach have succeeded in taking Lanafra's products beyond supermarkets. The company now works with 15 resellers' partners in the area around Tagal. I realized that our competitors are big companies while we are SMEs. So, we always improve the flavor and the recipes to be competitive with those from bigger factories. Currently, I use a delicious white saltwater fish called Larak to compete factory-made products. Can you share with us the products from Paprika? Yes, I like Lanafra products. I like Lanafra fish products because of the diverse options, such as spring rolls. Their products are healthy because they're made from fish. Lanafra has developed 12 products varieties and now produces 2,000 packs every month. Its success has been an inspiration for many, from students doing research on their products. Lanafra has developed 12 products varieties, and now produce 2,000 packs every month. Its success has been an inspiration for many, from researchers on the company to fresh graduate seeking work apprenticeship with Lanafra. So, what have we learned? 1. Don't be intimidated by a larger market and its requirements. You can achieve the standards. 2. Keep innovating to create product variation. 3. By upgrading the quality of your products, you will also upgrade the target market you reach. 4. Expenses should meet your capabilities and you gradually increase it as you set aside funds to meet future targets. 5. With the right strategy, you can overcome the challenge of different payment systems.