Tuesday, 13 April 2021 | 11:50 WIB

The Entrepreneurship Success of PKH Graduates of the Ministry of Social Affairs

Hoki Donut food business owner Nurasiyah Jamil and her family (kemsos)

JAKARTA, NETRALNEWS.COM - Nurasiyah Jamil, a 44-year-old woman who is familiar with dough and fryer, is making donuts for her customers. The mother of five makes dozens of donuts everyday in her house, Kebon Pala area, Makasar, East Java.

Being the Beneficiary Receiver (KPM) of the Keluarga Harapan Program (PKH) in 2010 did not make her give up. Her eagerness to be independent has made this woman, who is also called Ibu Nur, capable of saving the money she received. She has also joined various entrepreneurship trainings so she can be economically independent. That was Nurasiyah’s motivation to graduate from PKH in 2018.

"At first, I saved some of the funds from PKH every time I received it. However, there is no way for me to stay the same. I gradually saved the money and joined every training. I am independent now," Nurasiyah said on Friday (02/95/2021).

She has tried various business starting from selling nasi uduk, chicken noodle, catering, and donuts. Thanks to her determination, Nurasiyah has been trusted by one of schools to provide lunch catering.

There are no less than 200 food packages that she delivers everyday. However, this pandemic has caused the school to stop operating as it is supposed to be. The Long Distance Learning (PJJ) Policy has slowed Nurasiyah’s catering business to a stop.

2020 is the year when Nurasiyah’s business revived. With her husband and children's helps, Nurasiyah restarted her donuts business, which she named Hoki Donuts.

Starting from half kilogram, one kilogram, to five kilograms, Nurasiyah’s business slowly attracted customer attention. It also mades Nurasiyah get recommended by PKH companion to become a participant of Social Entrepreneurship (ProKUS) Program from the Indonesian Ministry of Social Affairs.

ProKUS aims to empower the graduated PKH KPMs that own business to make their lives prosperous. ProKUS not only provides stimulant such as start-up capital, but also provides mentors for micro-businesses who works with the Bina Swadaya Community Empowerment Institute in Jakarta area.

The mechanism of ProKUS implementation starts from mentors who collect participants' data from PKH companion. Then, they do 4-times visit with TKSK.

ProKUS mentors focus on the development of the entrepreneurship participants. While for TKSK, they focus on social companion, especially in doing a good interaction between ProKUS participants and their social environments.

The ProKUS stimulant assistance in 2020 of IDR3.5 million was used by Nurasiyah to buy a mixer with capacity of 7.5 kg and donut boxes. This adds the production capacity to 40 dozen of donuts at maximum in one day. Half of them are being sold in the store and the rest of them are being sold online.

Besides the start-up capital, Nurasiyah also obtained various trainings from the Bina Swadaya Community Empowerment Institute. There are money literacy, e-commerce companion (products photo and optimization of social media use), branding and packaging, building a relationship with the customers, and even family supports in doing the business.

David with his partner, Vince, as the ProKUS mentor, keep making efforts for ProKUS participants. For instance, by ensuring the performance indicator is fulfilled, which includes money literacy such as book keeping and raising the awareness to save money, building a good interaction with the customers and social media use, and asset management and marketing.

ProKUS is considered to be effective and useful with the existence of Budget Plan (RAB) control that is made by the participants. Its purpose is to form participants' commitment in planning and doing the business.

"There should be a social contract so that the participants do not stop in the middle without clear reasons. Selection process and the criteria should be clear from the start. Generally, all of them are good already," David added.

Family Support

Nurasiyah's business always gets support from her family. Her husband, Raisan (53), also helps the production process and ensures the product quality. Sometimes he helps doing the house chores every time his wife has many orders.

"As the head of the family, I support every activity that my wife does, especially the trainings. As long as the knowledge is useful, then we have to learn it. We have to be determined. Do not just complain about the situation, but think of how to overcome it. Do not give up," Raisan said as he embraced his wife’s shoulder.

Both of Raisan and Nurasiyah sons, Zaid and Rizki, who went to vocational school, also help making the product design. Their skills are used to make stickers, designing the packages, the uniform, products photo, social media promotion, and also managing the e-commerce accounts.

Consistency is the key. Nurasiyah says that it is important to keep the donuts quality. Now, Hoki Donuts is well-known. She gets various positive responses and some of her customers even become resellers. Not only in East Jakarta, but Hoki Donuts also opens in Bandung, Tangerang, Pekalongan, and Seribu Islands.

The optimism of this family can be seen from their determination to promote their products in digital platform. Nurasiyah and her family hope that someday their business is recognized throughout Indonesia.