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RETURNING JOKE ON THE DINING TABLE
There are still many families who rarely have the opportunity to eat together at home. Primarily if the father and mother are working, they often work late into the night. So, before returning home, they had dinner first. They arrived at home, maybe finishing up the pending work, then taking a break.
Meanwhile, the children at home are also busy studying or surfing the internet. When the parents arrived home, they had already had dinner or slept.
When can they eat together? Usually the weekend. However, even then, many families choose to eat out. As a result, there is no more joking at the dinner table. The house is not as warm as it used to be, but only a place to sleep, finish work, or study. Watching TV together has become increasingly difficult.
The Covid-19 pandemic changes these conditions. Many families work or study from home. The term is work from home (WFH) or school from home (SFH). There are many opportunities to eat together. However, this created a new problem: many homemakers were dizzy. What food should she serve? What menu will the whole family go through? If the menu already exists, are the ingredients also available in the kitchen?
The reduced tradition of eating together at home and dizziness housewives in preparing food. Those are two issues that concern Didik Wicaksono and his colleagues, Soegianto Widjaya and Soetrisno Widjaya. They also chose PT Cookpad Digital Indonesia (CDI) or often abbreviated as Cookpad Indonesia, to overcome this. In this company, Dewo, the nickname of Didik, is known as the Chief Technology Officer or CTO.
The Covid-19 pandemic makes Cookpad's business even more excited. Dewo said, "Parents racked their brains to always be able to cook and eat at home. So, the condition is back to how it used to be. Even though online delivery and ordering services are now developing, there are still many families who prefer to cook for themselves. "Where are they looking for the food menu? One of them is the Cookpad website. This kind of condition is what keeps their business growing.
INAICTA Champion
Dewo graduated from the Accounting Study Program, President University (PresUniv), in 2008. Before graduating, the man born in Lombok even worked in a leading online media in Indonesia, www.detik.com. He became a web design there.
Why become a web designer when he was studying accounting? Dewo answered with a big laugh, "During college I was familiar with the digital world. My hobby is there, in the field of computer graphics… .hahaha. It was real during college, one of the lessons I liked was computerized accounting. "
While working at www.detik.com, Dewo and his colleague, Soetrisno Widjaya, a friend from school at Taman Taruna Nusantara High School in Magelang, Central Java, founded the start-up sedapur.com. This kind of e-marketplace for food businesses whose business scale is still relatively small.
Dewo said that selling products through internet was not as popular as it is now. Food producers, for example, do not yet see products in virtual markets as something they need to do. Another problem is logistics. There are not many logistics services that are good at packaging food. So, order delivery becomes a problem. "Before, there wasn't a GoJek yet," he said with a big laugh.
Although the sedapur.com business was not very encouraging, Dewo included it in the INAICTA 2011. INAICTA, which stands for Indonesia ICT Award, is an award event for ICT-based application developers initiated by the Ministry of Communication and Informatics (Kominfo). This event is held every year.
Unexpectedly, sedapur.com won first place in the e-commerce category. Dewo was also happy. It's just a shame that the award didn't raise the business performance of sedapur.com.
Acquired by Cookpad
So, that same year Dewo and Soetrisno then built another start-up, DapurMasak.com. This website with the concept of user-generated content (UGC). Through this website, homemakers - who are usually confused about how to cook - can share recipes. Dewo said, "Through this website, we want to restore the value of the importance of cooking at home and the tradition of eating with family."
Just like sedapur.com, Dewo also brought DapurMasak.com to INAICTA 2012. Again, they won first place in the start-up category. Then, Dewo also participated in the 2012 Sparx Up competition. Similarly, DapurMasak.com won first place.
This award makes their website even more crowded with visitors. Because there were too many people accessing it, the DapurMasak.com website once went down. A large number of users made DapurMasak.com glance at Cookpad Japan. In 2014, DapurMasak.com was finally acquired by Cookpad Japan. In their home country, Japan, Cookpad Japan has even conducted an Initial Public Offering (IPO). Some of its shares are already owned by the public.
Along with the acquisition, the name DapurMasak changed to Cookpad Digital Indonesia. Why do you want to be acquired? Dewo said, "Because Cookpad Japan has the same values ??and vision as us, which is to restore the tradition of cooking and eating together at home."
The acquisition made Dewo's business grow. If initially only Dewo and Soegianto were website organizations, in 2017, there were already 12 employees. If a pandemic leaves many businesses sprawling, Cookpad Kinda. His business is growing. Dewo said, "Now Cookpad has 23 employees. Our market extends to more than 70 countries and has 20 languages. "
In the future, He wants to continue adding recipes and teachers to Cookpad. The trick is, among others, developing applications that can be download on the Cookpad website. "With a smartphone that already has this application, if someone takes a picture of their cooking, the portrait can be directly uploaded to the Cookpad Indonesia website," said Didik.
Also, he will collaborate to hold various offline events. "I will continue to do something that has an impact on many people," said Didik about his plans for the future. Hopefully! (JB Susetiyo, PR team. Photo: Doc. Didik Wicaksono).
MENGEMBALIKAN CANDA DI MEJA MAKAN
Masih banyak keluarga yang jarang punya kesempatan makan bersama di rumah. Apalagi kalau ayah dan ibunya sama-sama bekerja. Mereka kerap bekerja sampai malam. Jadi, sebelum pulang ke rumah, mereka makan malam terlebih dahulu. Sesampai di rumah, mungkin membereskan sisa pekerjaan, baru istirahat.
Sementara, anak-anak di rumah juga sibuk belajar atau berselancar di dunia maya. Ketika orang tuanya tiba di rumah, mereka sudah makan malam, atau bahkan sudah tidur.
Kapan mereka bisa makan bersama? Biasanya akhir pekan. Namun, itu pun banyak keluarga yang memilih makan di luar rumah. Akibatnya tidak ada lagi canda di meja makan. Rumah jadi tidak sehangat dulu lagi, tetapi hanya menjadi tempat untuk tidur, menyelesaikan pekerjaan atau belajar. Menonton TV bersama pun sudah semakin sulit.
Pandemi Covid-19 mengubah kondisi tersebut. Banyak keluarga yang bekerja atau sekolah dari rumah. Istilahnya work from home (WFH) atau school from home (SFH). Kesempatan untuk makan bersama pun menjadi lebih terbuka. Namun, ini meninggalkan masalah baru, yakni banyak ibu rumah tangga yang pusing. Apa makanan yang mesti ia sajikan? Apa menu yang kira-kira disukai oleh seluruh anggota keluarga? Jika menunya sudah ada, apakah bahan-bahannya juga tersedia di dapur?
Berkurangnya tradisi makan bersama di rumah dan pusingnya ibu rumah tangga dalam menyiapkan makanan. Itulah dua isu yang menjadi kepedulian Didik Wicaksono bersama koleganya, Soegianto Widjaya dan Soetrisno Widjaya. Untuk mengatasinya, mereka pun mendirikan PT Cookpad Digital Indonesia (CDI) atau kerap disingkat Cookpad Indonesia. Di perusahaan ini, Dewo, panggilan akrab Didik, menjabat sebagai Chief Technology Officer atau CTO.
Pandemi Covid-19 membuat bisnis Cookpad kian bergairah. Kata Dewo, “Pandemi memaksa orang tua memutar otak untuk selalu bisa masak dan makan di rumah. Jadi, kondisinya kembali seperti dulu. Walau sekarang berkembang layanan antar dan pesan online, masih banyak keluarga yang lebih suka masak sendiri.” Ke mana mereka mencari menu masakan? Salah satunya ke website Cookpad. Kondisi semacam inilah yang membuat bisnis mereka terus berkembang.
Juara INAICTA
Dewo lulus dari Program Studi Akunting, President University (PresUniv), tahun 2008. Sebelum lulus, pria kelahiran Lombok ini bahkan sudah bekerja di sebuah media online terkemuka di Indonesia, www.detik.com. Ia menjadi web design di sana.
Mengapa menjadi web design padahal kuliahnya di bidang akunting? Dewo menjawab sambil tertawa lebar, “Semasa kuliah saya sudah akrab dengan dunia digital. Hobi saya memang di situ, dalam bidang computer graphic….hahaha. Itu sebabnya semasa kuliah, salah satu pelajaran yang saya sukai adalah computerized accounting.”
Sambil bekerja di www.detik.com, Dewo dan koleganya, Soetrisno Widjaya, teman semasa sekolah di SMA Taman Taruna Nusantara di Magelang, Jawa Tengah, mendirikan start up sedapur.com. Ini adalah semacam e-marketplace bagi pebisnis makanan yang skala usahanya masih terbilang kecil.
Dewo bercerita, ketika itu menjajakan produk melalui dunia maya belum sepopuler sekarang. Para produsen makanan, misalnya, belum menganggap menjual produk di pasar maya sebagai sesuatu yang perlu mereka lakukan. Masalah lainnya adalah soal logistik. Belum banyak jasa logistik yang piawai mengemas makanan. Maka, pengiriman pesanan pun menjadi problem. “Dulu belum ada GoJek sih,” katanya sambil tertawa lebar.
Meski bisnis sedapur.com tak terlalu menggembirakan, Dewo menyertakannya dalam ajang INAICTA 2011. INAICTA, singkatan dari Indonesia ICT Award, adalah ajang penghargaan bagi pengembang aplikasi berbasis ICT yang digagas oleh Kementerian Komunikasi dan Informatika (Kominfo). Ajang ini digelar setiap tahun.
Di luar dugaan, sedapur.com ternyata berhasil merebut juara ke-1 untuk kategori e-commerce. Dewo pun senang. Hanya sayang penghargaan tersebut tak juga mengangkat kinerja bisnis sedapur.com.
Diakuisisi Cookpad
Maka, pada tahun itu juga Dewo dan Soetrisno kemudian membangun start up yang lain, DapurMasak.com. Ini adalah website dengan konsep user generated content (UGC). Melalui website ini, ibu-ibu rumah tangga—yang biasanya pusing tak tahu mau masak apa—bisa berbagi resep masakan. Kata Dewo, “Melalui website ini, kami ingin mengembalikan nilai tentang pentingnya memasak di rumah dan tradisi makan bersama keluarga.”
Sama seperti sedapur.com, Dewo juga membawa DapurMasak.com dalam ajang INAICTA 2012. Lagi, mereka berhasil menyabet gelar juara ke-1 untuk kategori start up. Lalu, Dewo juga ikut serta dalam ajang kompetisi Sparx Up 2012. Sama, DapurMasak.com berhasil menjadi juara ke-1.
Penghargaan itu membuat website mereka semakin ramai pengunjung. Bahkan, karena terlalu banyak yang mengakses, pernah suatu kali website DapurMasak.com down. Banyaknya pengakses membuat DapurMasak.com dilirik oleh Cookpad Japan. Pada tahun 2014, DapurMasak.com akhirnya diakuisisi oleh Cookpad Japan. Di negara asalnya, Jepang, Cookpad Japan bahkan sudah melakukan Initial Public Offering (IPO). Sebagian sahamnya sudah dimiliki publik.
Seiring akuisisi tersebut, nama DapurMasak pun berganti menjadi Cookpad Digital Indonesia. Mengapa mau diakuisisi? Papar Dewo, “Sebab Cookpad Japan memiliki nilai-nilai dan visi yang sama dengan kami, yakni ingin mengembalikan tradisi masak dan makan bersama di rumah.”
Akuisisi tersebut membuat bisnis Dewo kian berkembang. Kalau semula hanya Dewo dan Soegianto yang mengelola website, pada 2017 sudah ada memiliki 12 karyawan. Jika pandemi membuat banyak bisnis terkapar, Cookpad sebaliknya. Bisnisnya kian berkembang. Dewo mengungkapkan, “Karyawan Cookpad sekarang sudah menjadi 23 orang. Pasar kami meluas sampai lebih dari 70 negara dan diterjemahkan dalam 20 bahasa.”
Ke depan, ayah dari dua anak ini ingin terus menambah resep dan keanggotaan di Cookpad. Caranya, antara lain, dengan mengembangkan aplikasi yang bisa di-download di website Cookpad. “Dengan smartphone yang sudah memiliki aplikasi itu, kalau seseorang memotret masakannya, potretnya bisa langsung ter-up load ke website Cookpad Indonesia,” jelas Didik.
Selain itu, dia juga akan berkolaborasi menggelar berbagai event offline. “Saya akan terus melakukan sesuatu yang punya dampak bagi banyak orang,” pungkas Didik tentang rencananya ke depan. Semoga! (JB Susetiyo, tim PR. Foto: Dok. Didik Wicaksono).
