Indonesian Gen Z Caters US$1 Meals For Muslim Students During Ramadan Fasting Month | Money Mind

Summary of YouTube Video:

Key Concepts:

• Catering sahur and buka (pre-dawn and breaking-fast meals during Ramadan)
• Side hustle/entrepreneurship
• Cost management in food business
• Targeting student demographic
• Social media marketing
• Night market sourcing
• Time management during Ramadan

1. Deva's Catering Business:

• Deva, a 22-year-old Indonesian student in Malang, East Java, runs a catering business specializing in sahur (pre-dawn) and buka (breaking-fast) meals during Ramadan.
• The business caters primarily to university students.
• During Ramadan, orders increase by 60%.
• Example menu: rollada ayam (chicken roll), tahu saus tiram (tofu in oyster sauce), and vegetables (sawi).
• He prepares 100 packs of catering sahur.

2. Motivation and Background:

• Deva is the breadwinner for his family of five.
• His parents were laid off during the pandemic, and his father passed away shortly after.
• He started the business with his family's savings of 1 million Rupiah (approximately $60 USD).

3. Challenges and Time Management:

• Limited sleep (around 3 hours per day) during Ramadan.
• Balancing work, studies (development economics degree), and catering.
• He manages time by preparing for catering and delivering meals for iftar (breaking-fast) by 11 a.m.
• He has a short break between 5 and 7 p.m.
• He starts prepping and cooking again to ensure the first deliveries for the shoor meal are out of the door by 2 a.m.
• "Kalau untuk mengatur waktu di bulan Ramadan itu memang salah satu tantangan terbesar ya Apalagi kan jam tidurnya jadi benar-benar berkurang gitu di bulan Ramadan yang awalnya tidur bisa di jam 10 ya sekarang tidurnya ya mungkin setelah sahur gitu di jam .00 subuh gitu ya itu memang tantangannya di bulan Ramadan aja Jadi memang harus tahanlah harus kuat banyak-banyakin vitamin gitu sih" - Deva, highlighting the challenge of time management and reduced sleep during Ramadan.

4. Target Market and Pricing:

• Targets students due to the high number of educational institutions (over 60) in Malang.
• Many students live on campus without kitchen facilities.
• Individual meals start from Rp10,000 (approximately $0.60 USD).
• Comparable to the price of a warung (local shop) meal with rice and three side dishes.
• Customers find it more convenient than buying food outside.

5. Cost Reduction Strategies:

• Purchases ingredients at the night market (pasar dini hari) where prices are up to 50% cheaper.
• Example: Shrimp costs Rp75,000 per kilo at the night market versus Rp100,000+ during the day.
• The night market is a 4 km motorbike ride from his home.
• Adjusts menu based on ingredient prices, consulting with customers on changes.
• Example: Adjusting or replacing vegetables if prices are too high.
• "Contohnya sih eh yang utama itu cabai Cabai itu biasanya ee Rp50.000 Bulan Ramadan ini bisa naik ke Rp10.000 Nah itu harus benar-benar kita manage ya Kalau diadjust sih biasanya menunya Jadi kami bagaimana sih membuat menu yang bisa sesuai dengan budget lah Jadi ee bagian bagian mana yang bisa dipres kayak misal sayurnya Kalau misal sayurnya ini kemahalan mungkin bisa diganti terus kami konsultasikan ke pelanggan seperti itu" - Deva, explaining how he manages fluctuating ingredient prices, especially chili prices, during Ramadan.

6. Production and Delivery:

• Deva and his mother have less than 3 hours to prepare 100 orders.
• His three younger siblings help with the work.
• Deva personally delivers around 25 orders, taking about an hour.
• First deliveries are made around 3 a.m.

7. Customer Feedback:

• Customers appreciate the affordable price, complete meal (rice, vegetables, protein, sambal), clean packaging, good taste, and delivery service.
• "Kalau misalnya dari harga menurut saya ini lumayan eh termasuk murah ya Apalagi lauknya lengkap dari sayur protein e pakai nasi juga ada sambalnya Terus kemasannya juga ee proper bersih rasanya juga enak Terus diantar juga kan ya jadi kita gak perlu keluar beli makan tinggal tunggu aja di kosan" - A customer, highlighting the affordability, completeness, taste, and convenience of Deva's catering service.

8. Business Growth and Revenue:

• Started with a small number of orders.
• Invested in social media marketing to grow the business.
• Revenue averages 20 to 30 million Rupiah per month (up to $1,800 USD).

9. Conclusion:

• Despite the intense work and lack of rest during Ramadan, Deva finds the effort worthwhile as his family can now live off his side hustle.