Published: 22 Sep 2021

On TaniHub, it is the other way around. About 80% of their time is spent exploring the "why." Daeng then quoted Simon Sinek, author of Start with Why: How Great Leaders Inspire Everyone to Take Action (2014), “When the way is clear, how is easy. So when you find the why, the how will be easier.” That is what the founders of TaniHub did. Before formulating "how," they kept asking.


“Why is agriculture in Indonesia unattractive?”

“Why are youth not interested in becoming farmers?”

"Why are the peasants poor?"

"Why is education at the agricultural campus not connected with the field?"

“Why don't farmers have access to finance?”

"Why is the price at the farmer low to the consumer, it becomes expensive?"

“Why is the chain from farmers to consumers so long?”


And many other whys. From product quality problems that do not match market needs, warehousing problems to packaging. Daeng said, “So, for over a year, we spent just looking for the why. After that, we started to build the platform.”

There are three platforms that they started building. First, access to markets. It is useless for farmers to plant and have good harvests if they cannot be sold. For example, the tomato harvest had to be thrown away. So, the first thing they created was an e-commerce platform to bring together sellers and buyers.

The second, financial access. Farmers do not have access to finance. So, TaniHub developed TaniFund with a peer-to-peer lending and profit-sharing scheme. "We collect funds from the community and lend it to farmers for business capital," said Daeng. Now, TaniFund, as a financial technology business, already has a license from the Otoritas Jasa Keuangan (OJK). “We are the only peer-to-peer lending technology-based agricultural company (agritech) that already has a license from the OJK. Meanwhile, other companies have just registered,” said Daeng proudly.

Third, TaniHub developed the TaniSupply platform to improve logistics and distribution performance, including packaging. Currently, due to logistical problems, farmers' losses are very high. For example, if tomatoes are piled up, those at the bottom will spoil quickly. “The damage can be up to 40%. It is huge," said Daeng. So, one of TaniSupply's roles is to buy crops and sell them to buyers, such as modern retail, hotels, restaurants, catering companies, the food industry, traditional markets, etc.

To support its ecosystem, TaniHub develops several technology applications. There is a website that contains information on the plan of activities of farmers and TaniHub. Then, there are crop monitoring apps that can be accessed via gadgets. This is an application for farmers who get funding from investors through TaniFund. This application also reminds farmers when they have to water the plants, fertilize, and so on. All these activities must be documented and sent to the lender. This report must be submitted daily by the farmers. In addition, the farmers are also accompanied by agronomists from TaniHub so that the harvest does not fail.

There are also farmer apps. So farmers, including those who are not financed through TaniFund, can also offer their products to TaniHub. There, farmers need to input some information, such as the product, the quality, the volume, etc. The TaniHub team will verify the data. If they match, the product will be purchased by TaniHub.

Then, the last one is the application for consumers. They simply download the application on the Playstore. Through this application, they can buy various products for their kitchen needs, including the kitchen solution.

Those are four applications that TaniHub has developed. However, said Daeng, TaniHub also still needs many other applications. For example, an application to monitor the movement of goods sent by TaniHub, calculate a profit-sharing scheme, a budgeting application, and so on. “Or, please, if anyone wants to propose another application. We are open,” said Daeng.

Now, starting with "why…why…why", TaniHub's business is accepted by the market and continues to grow. The government has predicted TaniHub to be one of Indonesia's new unicorns, along with several others. Hopefully, it will come true. (JB Susetiyo. PR Team. Photo: JB Susetiyo).


Check out https://bit.ly/setsail-tanihub to watch the full recording of the workshop