Women in Entrepreneurship: Shalini Gopalan of AIMIA Indonesia

In the spirit of Global Entrepreneurship Week (GEW) last November 14–20, 2016 — Endeavor Indonesia participates in the celebration by highlighting one of the year’s themes: Women in Entrepreneurship. #GEWWomen

GEW Women: Inspiring Entrepreneurs + Investors

As communities and countries increasingly encourage entrepreneurs who create jobs, women can be a catalyst for large-scale economic growth — not just in countries where the basic rights of women are a struggle, but in developed economies as well. Studies have shown that women have lower levels of involvement in high-growth entrepreneurship than men, and research suggests that accelerating the rates of female entrepreneurship could have the same positive effect that the entry of women into the labor force had during the 20th century.

GEW Women celebrates female entrepreneurs, investors, and others in the space while offering opportunities to expand their networks, identify resources and share knowledge with women around the world. During Global Entrepreneurship Week, we will highlight powerful voices and ambassadors that promote the increase of women entrepreneurs; events, activities, and competitions targeted toward women in entrepreneurship; and GEN’s partner organizations that are playing active roles in the space.

Endeavor Indonesia’s mentor Shalini Gopalan shares her thoughts.

(Left: Shalini featured in GlobeAsia, December 2016 — Right: Shalini in one-on-one speed mentoring sessions during Endeavor Indonesia’s Scale-Up Clinic #4, June 2016)

In a nutshell, what do you do & what are you trying to solve/ achieve with it?

I started a company that specializes in Loyalty Marketing. Loyalty marketing is an approach to marketing, based on strategic management, in which a company focuses on growing and retaining existing customers through incentives. In the past, it was also referred to as CRM ( customer relationship marketing or management) and of late a new marketing discipline called “customer advocacy marketing” has been combined with or replaced “customer loyalty marketing.”

I come from a background in branding and advertising making television commercials, print ads, and billboards. I am accredited with several awards of excellence for my work in television both locally and internationally. One day a client expressed concern that sales went up when they advertised, but dropped when they stopped, which made me feel the need to be more accountable. In 1996 I pioneered CRM & Loyalty Marketing in a consumer market that was dominated by advertising and promotions and did not want to entertain any CRM, loyalty, or database marketing. No one understood the principles on this line and there were no trained professionals on either the client’s side of the agency’s.

What motivated you to do what you are doing?

My need to survive as a foreigner with young kids. My need to foot payroll for the colleagues who had joined me. And my need to prove that this new idea worked and was needed. Today, almost every company is engaged in some form of CRM, database, or loyalty marketing, and the market is flooded with specialists with different offerings.

Some of the challenges I faced: As an expatriate with no family here bringing up a 3 and 7-year-old AND starting a business was tough. Luckily my husband who had also started his own business before I did was doing well. Apart from that entering a field, I had no knowledge and training in and operating a new business under no guidelines was hard. Add to that the constant need for financing PLUS loneliness. But the time I faced my biggest challenge was in 1998, 24 months after starting when the Asian Crisis hit and we lost ALL our clients as they couldn’t afford to spend on marketing when they were downsizing their business. I had to go out and bring in new clients within 60 days or either has to take a loan or face going bankrupt.

Favorite quote?

“The Best Way to Predict the Future is to Create It.” And that’s exactly what I did. We struggled for the first 3 years but used this new angle to open doors and gain clients' interest. We ended up doing advertising and promotions to sustain the business till we got our first break and slowly grew the new business while fading out the old.

When I was little….

I wanted to marry a Prince Charming! When I was growing up girls in my family didn’t work, so when I graduated and started working in advertising, I faced a lot of resistance. Luckily I got married ( to my Prince Charming!) and my husband was supportive.

What do you consider as your biggest strengths?

Accountability, Leading by Example, High sense of Responsibility, Building Trust and Common Sense.

What are things that you’ve worked on to become more effective in your interactions with others?

Very often in my early days, I would walk into a meeting, and just assume that people were aware of my background, my knowledge of specific topics, or occasionally lack thereof. I realized over time that in reality, when you walk into a room, chances are that nobody knows who you really are, how much you know, and what your capabilities are. So in an hour or so that you’re in the room, you can project to be whatever it is that you want to. I’ve realized that it pays to go prepared into meetings, and have quite consciously worked on this aspect to become a lot more effective in meetings than I was when I started out. I would do my research, and often rehearse my opening lines on the way to a meeting. This takes effort, but it works.

The other mistake I often made early in my career was to not speak up for myself. I would hesitate to ask for things I knew I deserved, and I learned the hard way that unless you say what’s on your mind, you can’t blame others for not understanding what you want.

But equally, I think it’s important that when you speak, do so in a manner that is neither aggressive nor defensive, but assertive. I find that women often find this balance hard to strike because we’re emotional creatures and can take things personally. When you’re confronted with a challenging situation, it’s important to take a step back, assess the situation objectively, and only speak then.

I’ve also learned the importance of giving before you take. If you proactively offer clients ideas and solutions to help their businesses, they will trust you more and be willing to give you a business of their own accord.

What lesson can people learn from your journey?

Talk Less and Do More.

What does work-life balance mean to you?

I was always there both for and with my family when they needed me. My best and constant companion is my husband and our sons are well adjusted and successful at their jobs….but still want to come home and visit. The family was always my #1 priority, everything else is secondary.

If you could redo what you’re doing right now, what would you do differently? What would you tell your younger self?

I would tell her that she could do or be whatever she wanted to be. Be brave, take risks, explore your options and your capabilities, because you really don’t know what you’re made of. And when you find something you really like doing, do it with passion, and you will be successful. Just say yes, and just do it! And if I can redo what I’m doing right now, I would believe in myself more, not worry as much as then and spend a little time on myself!

What are your general thoughts on Women entrepreneurs in Indonesia?

They are very hardworking and committed but not all of them share the same confidence and determination as men here. They need to believe in themselves more and reach into areas out of their comfort zone.

See also this post on the Endeavor Indonesia website