Erwin Winata_01

WINZ Design

WINZ Design, a part of WINZ Group International, was founded in Sydney in 2009 by young, Indonesian entrepreneur Erwin Winata. Winata decided to open a branch in Jakarta in 2013 due to possibilities to grow the business in Indonesia’s strengthening economy. Their clients include big players such as Vodafone, Renault, Jaguar and Telstra.

Erwin, please tell us how WINZ Design was born in Australia and why you decided to bring it to Indonesia.

WINZ Design was founded in 2009 in Australia as a freelance consultancy in advertising. It was created with a passion for creativity. Starting from freelancing, we gained more and more projects until it grew into a company, with more team members and clients involved. We grew more specialised in the development of branding implementation of a business. We took it to the next level by expanding to Indonesia in 2013. Our decision to bring it to Indonesia was based on Southeast Asia’s recovery in the world’s economy being very strong, at 5.2%. McKinsey has calculated that Indonesian’s economy will be around 1 trillion USD by late 2015, which is a huge market for a business to develop in.

What services does WINZ Design offer its clients and what makes your company stand out from the crowd?

We offer an integrated branding, marketing and advertising service to our clients, providing strategic solutions and implementation. We do not only give you strategic planning and suggestions, but also a solution. We always try to grow in terms of what we can offer to our clients. From a consultancy business, we developed other business units to support our clients and provide a multimedia solution for displaying their marketing strategy in video wall and LED display videotron. We also provide helicopter transportation memberships for our clients to boost their company profile, depending on the requirement of their business.

Can you please explain what branding business development is exactly?

We treat a business as a human being. What we say is that branding is actually creating a story, reputation and awareness of the business to its consumer. Brand is reputation. The easiest example is when you are thinking of one person in particular, you will have an image of attributes that the person has. It is no different for branding in business.

Your job involves ideas generation, development and implementation of digital projects in oftentimes complex, technical environments. How are you able to continuously come up with fresh ideas for your clients?

The most important aspect is to have a highly motivated creative team. We like to learn, innovate and understand what’s going on around us. This creates a learning environment every day that is the basis of getting fresh ideas all the time.

Indonesia is famous for ‘jam karet’ (rubber time), but being on time is something your company prides itself for. How were you able to train your team to provide results on-time, every time?

It is correct that here in Indonesia there are differences in terms of punctuality compared to Australia, for instance. The first step to practicing being on time is in our company value. From the first day you start working in our business, punctuality and speed are number one aspects that we focus on. We always aim to exceed customer expectations by delivering a project ahead of the due date. When our turnaround time for a project is 10 working days, we will inform our client that it will be 15 working days, which gives us time to solve any problems should something unexpected occur.

If I came to you with a new brand and wanted to take it to the next level, how would you help me to do that? What does it take to ‘make’ a brand?

The first step is to do an assessment of the value of the brand itself. We have to know if the brand is living up to the expectations of its founder(s), members and consumers. After understanding the current situation, the next target for development has to be put in place. Strategic development and implementation of marketing and advertising plans will be required to achieve the target.

You studied and then developed your brand in Sydney, Australia. How do you feel this affected the way in which your business operates and runs today? What can we learn about digital media, branding and advertising from our neighbours down under?

The way Australians think is very direct and straightforward, which in Indonesia is not always the case. However, we have tailored this direct approach to the Indonesian market and have received a positive response from some of our clients. Branding and media in Australia has developed into a mature stage, as it is a developed country, across small to large businesses. In Indonesia, it is mostly implemented by medium-to-large-sized businesses.

Is there any cross-country collaboration between your offices in Sydney and Jakarta?

We share our ideas and knowledge between our Sydney and Jakarta team to create a very unique way of working.

Search Engine Optimisation (SEO) is one of the services your company offers, and is a term we hear almost daily in this era. Could you explain to us why you believe it’s crucial to get a company’s SEO right?

Basically, a great SEO will boost your business, making it easy to find on Google and other search engines, which increases traffic to your website. With 42 million internet users in Indonesia, everyone searches online for things they want to know. It is best if your business can be a solution for what your consumers are looking for at the top of the search results. Having a bad SEO for your business means you are losing potential customers.

What other challenges do you face in your industry?

This industry is fast-paced, with new information and technology always being updated. We have to always be highly motivated and creative to be able to keep up with this pace.

Being a young entrepreneur, do you feel it is easy or difficult to launch a startup in Indonesia? Are there any support systems in place to encourage the birth of startups?

There is no easy way of starting a business. To become a successful entrepreneur, you will need to have these eight habits:

  1. Be pro-active – understand your mistakes quickly and find solutions
  2. Start from the end – think about how you want to be in 30 years’ time and create a plan in your business, living backwards
  3. ‘First things first’ – have the ability to prioritise
  4. Always increase capacity
  5. Synergise
  6. Think win-win solutions
  7. Be the first to understand then to be understood
  8. Inspire people

Our government supports start-ups, especially in the creative industry, and you can learn more by attending business start-up events available. The government provides start-ups  an entrepreneurship training program and is helping obtain seed capital and mentoring during the start-up process. Kredit Usaha Rakyat (KUR) guarantees 70% of loans made under the program, with the bank bearing the risk for the remaining 30%. There are also one-stop shops to consolidate and simplify the process of applying for permits and licenses.

Most importantly, a start-up needs to find a mentor; someone who can give you advice and reduce your trial-and-error in running a business.

What role do small and medium-sized enterprises play in Indonesia’s economy?

Small and medium-sized enterprises will play a major role in Indonesia’s economy. We need 2% of entrepreneurs from the total population of Indonesia to be able to build the economy and take it to the next level. We need around 5 million entrepreneurs, mostly  in small and medium enterprises.

How do you reward and motivate your staff? Do you find this to be different between Indonesia and Australia?

There are cultural differences between Australia and Indonesia, however in motivating and rewarding the team it is not that different, since when you understand human nature, you will understand what your staff and team really want in their careers. We always apply the ‘start from the ending’ technique in order to motivate our team. We try hard to find out what they want from life and their careers and enable them to achieve these within our company.

Thank you, Erwin. To get in touch, please email: erwinwinata@winzdesign.com

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Angela is a freelance journalist and founder of Clean Up Jakarta Day. Outside the office she climbs mountains and dives oceans, all the while picking up litter.


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