Is Indonesia your market?
How to gather evidence before making a major investment. A practical guide with 16 offline and online experiments you can adapt to your product, service and budget.
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✓Written for business owners, founders and expansion teams✓Hypothesis canvas, interview record and test & decision card✓PT PMA, KITAS, BPOM and Halal support when you are ready
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A big market is not always your market
Indonesia offers real opportunities, but market size alone does not tell you whether your customers want what you sell. Before you set up a company, build a team or bring in stock, test the questions that matter.
This guide shows you how to write down the decision you need to make, list what must be true for it to work, and test the riskiest assumption first.
- An important problemReal incidents, costs and frequencyTested
- A budget holder existsDecision-makers and approvalsTested
- Customers can be reachedChannels bringing qualified leadsTesting
- A feasible modelEconomics, operations and entry routeNext
Six steps from opportunity to decision
Each step gives you evidence for the next, so you only commit more money when the facts support it.
- 01
Choose
One segment, one offer and one starting area.
- 02
Listen
Interview customers and channel partners about real problems.
- 03
Test
Check your offer, price and demand offline and online.
- 04
Calculate
Margins, break-even and cash flow in three scenarios.
- 05
Review
Entry routes, regulations and local partners.
- 06
Decide
Proceed, adapt, defer or stop, with clear owners.
16 experiments you can adapt
Each one explains how to run it, what data to collect and how to follow up, from trade fairs in Jakarta to WhatsApp enquiry tests.
8 offline experiments
- Trade fairs and industry exhibitions
- B2B travel events and agent meetings
- Mall activations and sampling
- In-store interviews and shelf audits
- Pop-ups and retail trials
- Community sessions and consumer panels
- Demos at B2B customer premises
- Buyer roadshows and roundtables
8 online experiments
- Interest pages with targeted ads
- WhatsApp enquiry tests
- Testing two packages or price points
- Webinars and live demonstrations
- Content tests with creators
- Targeted B2B outreach
- Tests through agents or partners
- Interactive prototypes and trials
Likes are not sales
The guide shows you how to separate polite interest from real buying behaviour, and how to count it honestly.
- Approached150
- Eligible90
- Tried the product60
- High taste rating42
- Interest after price18
- Agreed to follow-up12
- Asked where to buy5
Illustrative figures, not market research results.
- Valid purchaseThe strongest signal
- Clear commitmentA trial or written commitment
- Demo or meetingTime given to your offer
- Contact detailsPermission to follow up
- Positive commentsNice to hear, weak evidence
Make an evidence-based decision
Follow a 90-day action plan, then choose your next step with the facts in front of you.
Define commitments, owners and measures for the next phase.
Revise the segment, offer, price or channel, then retest.
Resolve important uncertainties and set a review date.
Stop spending, and record the lessons and reasons.
Test first, then enter with confidence
Talk to our team in Jakarta. The first consultation is free.