54| ABH AUG 2018

o individual will reject the opportunity to sleep on any given day. As sleep is the most private recreational pursuit where we forget the tasks and responsibilities of our daily lives, we try to seize and enjoy it whenever we

can. However, our healthy sleeping habits have changed over the years as technology and social media seemingly crept in our bed time.Today, we tend to complain a lot about our sleep deprivation and deficiency. Although we are not accrediting the reason to our poor lifestyle and new habits, we have come to realize that mattresses we sleep on have a major role to play in ensuring a good sound sleep. Mimpi, a mattress service provider, is one such company that has understood the role mattresses play in customers’ sleeping habits.

Founded in 2016 in Indonesia, Mimpi focuses on providing top-quality mattresses in reasonable price for its consumers. Through testing and listening to many people, Mimpi has designed incredible, premium long-lasting mattresses that ensure a comfortable and sound sleep. Over the past two years, the company has built a strong reputation and momentum in sales in the market, with its quality-driven products, user-friendly service, and positive purchasing experience powered by e-commerce technology.

N

50 FASTEST GROWING STARTUPS TO WATCH IN THE 2018

A COMPELLING STARTUP STORY

Mimpi is overcoming all the obstacles along its way to grow as one of the leading mattresses service providers in South East Asia

An Entrepreneur Driven by Core ValuesFrank, the founder of the Mimpi, brings his experience in law, finance, textile, chemical trading, real estate development, hospitality management, e-commerce, sales, and marketing in order to connect technology with quality-driven mattresses. Since he is driven by quality craftsmanship, he spends a year of his time and efforts designing the right technology for Mimpi’s mattresses. Moreover, he has brought in the best-of-breed technology from Europe to Indonesia and works with expert manufacturers to produce the most comfortable mattresses for both the countries.

Frank’s story of founding Mimpi dates back to when he moved to Indonesia along with his wife. In an attempt to find the right mattress for his new house, he began his search nearby the local mattress showrooms where one can find

MIMPI STARTUP

FRANKFOUNDER

Mimpi is planning to build more products that improve the sleep of consumers including the pillows, bed frames, alarm clocks, and many more

55 ABH | AUG 2018

Mimpi

vast fields of mattresses neatly laid out under the buzz of fluorescent lights. Here, he was confronted with salespeople who were persuading him to buy mattresses without having the knowledge of any technology used within the mattresses, while offering him strange discounts which didn’t make sense at all. Frustrated with the mattress buying experience, Frank decided to build a company that could offer best-in-class mattresses at affordable prices. Knowing the fact that businesses can be ethical, honest, transparent, informative, and most importantly that top quality mattresses don’t need to cost fortunes, Frank went to his home country Belgium in Europe to speak with industry professionals to design the perfect mattresses with a fresh and new look. Today, Frank has succeeded in what he had believed and has broken the

old paradigms of buying mattresses from offline stores by capitalizing on the power of e-commerce to reach people.

Bringing Innovations into Indonesia MarketBeing the first company to offer mattresses through e-commerce, Mimpi addresses all the concerns of consumers who do not have any buying experience through e-commerce websites. “E-commerce technologies are the only technologies that can bring more customers. We do not have offline stores, and we do not plan to have them in the next three years. Mimpi is 100 % build upon e-commerce technologies,” says Frank, founder, Mimpi. By offering free delivery, hundred nights’ free-trails and ten-year warranty, the company imparts the message that it stresses more on quality than the quantity. Since the company has a very positive

reputation across Indonesia owing to its quality-driven services, Mimpi is very optimistic about its future. “We do not plan to take on the whole world, but we are looking to expand into Singapore and Malaysia within the next two years. I see Indonesia, Singapore, and Malaysia as our market. Our name is also aligned with these markets as “Mimpi” means “Dream” in Bahasa and Malay and most people know what Mimpi means so make the link to our brand name,” explains Frank.

Today, Mimpi is heavily relying on digital media and social media programs to reach out to people. The company has already established its presence on all social media platforms from Facebook to YouTube and linked in, in combination with Google organic (SEO) and Google AdWords, along with email marketing and blogging to connect with its consumers. Also, “we are working on a fully integrated, digital marketing plan for the second part of 2018 where Mimpi will launch a new digital marketing campaign,” adds Frank. By continually exploring new ways to connect with the right audience, Mimpi is overcoming all the obstacles along its way to grow as one of the leading mattresses service providers in South East Asia.

The company going forward intends to expand its foothold in Singapore and Malaysia in the coming years. “Now Mimpi is bootstrapped; once we become self-sustainable, we will see rapid growth. Also, we are planning to build more products that improve the sleep of consumers including the pillows, bed frames, alarm clocks, and many more,” concludes Frank.

STARTUP

APAC BUSINESS HEADLINE