Complete Growth Strategy
Document Reference
This is a summary. Full document: PASAR_SEKEN_GROWTH_STRATEGY.md (~5,500 words)
Executive Summary​
| Detail | Value |
|---|---|
| Launch Cities | Bali → Yogyakarta → Jakarta |
| Acquisition Mix | 60% organic / 40% paid |
MAU and CAC targets are tracked internally (not published on the public site).
Market Opportunity​
Indonesia's secondhand fashion market: USD 1.2-1.8B, growing 15-20% annually. No dominant digital platform exists.
Why Now?​
- Gen Z sustainability values: 73% of Indonesian Gen Z prefer sustainable fashion
- Rising inflation: secondhand offers 50-80% savings
- TikTok culture: thrift hauls are viral content
- No dominant player: fragmented across Instagram DMs and WhatsApp groups
Go-to-Market Strategy​
Phase 1: Bali Soft Launch (Month 1-3)​
- Target: Expat and digital nomad communities
- Goal: 1,000 listings, 500 active users
- Channel: Instagram, local co-working spaces, surf shops
Phase 2: Yogyakarta Expansion (Month 4-6)​
- Target: University students and young professionals
- Goal: 5,000 listings, 3,000 active users
- Channel: Campus ambassadors, TikTok, thrift market events
Phase 3: Jakarta Scale (Month 7-12)​
- Target: Mass market Gen Z / Millennials
- Goal: 25,000 listings, 50,000 MAU
- Channel: Paid ads, influencer partnerships, brand collabs
User Acquisition Channels​
The primary acquisition channels are TikTok (organic + paid), Instagram, campus ambassadors, a referral program, and community events. Budget allocation and per-channel CAC targets are tracked internally.
Key Metrics Dashboard​
Track these metrics weekly:
- WAU / MAU ratio: engagement stickiness (target: >40%)
- Listing-to-sale conversion: marketplace liquidity
- Repeat purchase rate: retention signal
- Seller activation rate: supply side health
- Average time to first sale: seller experience quality