HELLO

I am Amik, from Team 5 Section Amsterdam

This presentation deck is an advance assignment from FSPM Class of July 2022 Week 1.

This will help me to test my depth of understanding of product vision & strategy in drafting and defining the key metrics.

#SenyamanDiRumah

Kost Coliving Vision:

Upgrading your ordinary-kost-life with a modern design, complete facilities, strategic location, and warm-friendly community.

(product vision)

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iteration 1.0

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Problems

Searching or finding for the right kost or apartment to live is not easy. It sometimes get tricky. "Susah susah gampang," said an Indonesian citizen. Some of the common reasons are bad design, unhealthy environment, incomplete features, kost-mates who are not in the same frequency and many additional fees.

Nowadays, buyers do not only consider the physical form of the property but also the comfort factor (both physical and mental) so that they can feel like at home.

Co-living lifestyle is a new lifestyle that carries the concept of communal living popular with millennials who live and work on their businesses under the same roof. Kost/apartment rent with this concept is still very rare in Indonesia.

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Customer Segmentation

• Rukita's customer segment focuses on modern millennials with an age range of 17-40 yo who have a coliving lifestyle tendency and look for comfort factors (physical and mental) with tech-savvy so that they can easily use the products offered on the Rukita web/application.
• The rental property price range in Rukita is more expensive than the general price. Kost range starts from 1.6mio to 11mio/month. Therefore, Rukita's customers are focused on middle to high-class people.
• Rukita also presents a residential feature for company employees who provide mess/wisma benefits. Employees who are still single or LDR are the right customers for Rukita.
• As a host, Rukita targets hosts who want to maximize their income without hassle.

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Unique Value Proposition

rukita offers a fun and personalize coliving residence with comprehensive facilities and services.

This statement shows that Rukita answers the needs of today's millennials by presenting a choice of kost/apartments where customers can experience living in a place that feels like home. In order to achieve this, Rukita provides comprehensive comfort with a new lifestyle, namely coliving lifestyle. To maximize customer convenience, Rukita provides various complete features where customers can choose the room design according to their wishes with a single payment method.

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An online (web & apps) coliving service where customers can easily rent a modern, stylish, and instagramable kost & apartment with complete features and full services in single payment.

Solutions

To answer various existing problems, Rukita launched a website and mobile apps that can be easily downloaded on users' smartphones which are supported by various complete and attractive features such as: modern design, coliving lifestyle, fully furnished, strategic location, kost-mate with the same frequency, a new community that is warm and friendly, personalized room as request, security, maintenance, customer services, and a single payment for all facilities. With the various features and services provided, Rukita hopes that customers can experience a residence that feels like home.

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Unfair Advantage

Rukita has succeeded in introducing a new lifestyle in Indonesia that is still rarely found, namely the urban coliving lifestyle. In order to realize this lifestyle, Rukita offers several features that are rarely even owned before, including:

• rukita mods (personalize bedroom): focus mode, play mode, crea+e mode.
• Same frequency kost-mate.
• A new community.
• Single payment for all features.
• Virtual viewing (due to Covid-19 or for busy customers).

In addition, for hosts, Rukita also provides very innovative and interesting features, such as:

• Flexible partnership
• Provides comprehensive property management
• Interior design upgrade bonus

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Revenue Stream

Investment

In Feb 2022, Rukita announced that it had acquired Infokost.id. Rukita's goal is to serve more consumers and property owners across Indonesia through Infokost.id.

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Cost Structure

• Manpower
• Operational
• Develop rukita apps and web
• Utility
• Marketing
• Design interior & architect
• Maintenance
• Security

The most important costs involved in rukita are:

Fixed

Variable

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Key Metrics

# of booking transactions

# of active users

# of hosts applied

Rukita apps and web succession can be seen from the benefits provided to its customers, both guests and hosts. The usability of ordering kost / apartment rental allows Rukita to grow rapidly, especially during the Covid-19 era. The large number of booking transactions is a success factor for Rukita as well as the hosts.

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Channels

Social Media

SEO

Digital Ads

Traditional Ads

Word of mouth

Communities

Partnership

• PT MRT Jakarta
• OVO
• Gojek
• OCBC
• Lemonilo
• Uptown
• Public Kitchen
• CallCleaan
• Jago Coffee
• Sneakershoot
• YellowFit Kitchen
• Wall Streat English
• Barberbox Senayan
• Hangry

PRODUCT STRATEGY

Based on the product growth stage, Rukita is currently at the initial scale stage.

​

In the next 5 years, Rukita wants to reach the expansion stage with a product-market fit expansion types of product strategy.

Traction

Infection

Scale

Expansion

Hosts

Guests

• Interior design
• Property management
• Maintenance staff
• Monthly rent

• Easy booking kost/apartment
• Coliving lifestyle
• Feature customer service: help find the right place
• Rating & reviews
• Single payment for all feature

• Referral code, voucher discount
• Partnership with company
• Build communities
• Maximize SEO
• Rukita Mods: personalized room
• RuOption: integrated service for hosts

• Acquires Infokost.id
• New funding
• More partnership
• Become The Best Proptech Startup-Indonesia
• Focuses on long-term residence
• Improve the technology to create new features
• A wider scale of area kost/apartment in Indonesia
• Enlarge coliving communities

• Acquires more potential property company
• IPO
• Become a market leader proptech in Indonesia
• A wider scale of area kost/apartment into Southeast Asian

North Star Framework

NORTH STAR METRIC

The Problem

Product Vision

Product Strategy

Upgrading ordinary-kost-life with a modern design, complete facilities, strategic location, and warm-friendly community.

Difficulty searching for the right kost/apartment that offers comfort with complete facilities and kost-mate with the same frequency.

Rukita is a platform that provides coliving housing with comprehensive facilities and services.

# of successful transaction

# of new user (guest)

# of new host

Reach

# of monthly active user

Engagement

repeated order with rukita

Frequency

x

x

Key Milestones

Increase rating in Playstore to 4.5

Current condition:

3.4

Enlarge business area into 50 cities

Reached 1000 kost hosts

Current condition:

50k+ downloads

Reach 5M+ downloads from Playstore

Current condition:

18 cities

Current condition:

1mio night booking

Reached 10 mio nights booking

Current condition:

265 kost hosts

+62-821-7007-2737

syhptrrhm1@gmail.com

linkedin.com/in/rahmi-syahputri

THANK

YOU