Syafrizal Adi Saktia đŸ‘‹
A Product Leader, Technology Strategist, and entrepreneur building scalable digital platforms across fintech, telco, SaaS, AI, IoT, and ClimateTech.
Project:
PaDi UMKM
Overview
PaDi UMKM is a B2B digital marketplace designed to connect Indonesian SMEs with enterprise and institutional buyers. The platform supports digital procurement, verified sellers, RFQ, taxation, catalogue management, and transaction workflows.
Product Objective: Strengthen PaDi UMKM as a trusted B2B ecosystem for Indonesian SMEs by improving onboarding, seller verification, transaction quality, and enterprise procurement journeys.
My Role: Led product discovery and strategic product initiatives across cross-functional teams, translating business priorities into product roadmaps, customer journeys, measurable outcomes, and delivery plans.
Key Focus Areas: SME onboarding, verified seller integration, RFQ, automated taxation, transaction growth, buyer-seller experience, and stakeholder alignment.
Challenges
Building a national B2B marketplace for SMEs involves more than creating a transaction interface. The platform must support trust, compliance, procurement complexity, seller readiness, enterprise workflows, and coordination across multiple stakeholders.
SME Onboarding and Verification
- Challenge: Many SMEs had different levels of digital readiness, documentation quality, and operational maturity.
- Approach: Improve onboarding journeys and support verified seller integration using relevant government and business data sources.
B2B Procurement Complexity
- Challenge: Enterprise procurement requires quotation workflows, approvals, taxation, documentation, and transaction transparency.
- Approach: Develop structured RFQ and procurement experiences aligned with buyer and seller needs.
Cross-Functional Alignment
- Challenge: Product decisions involved business, technology, operations, legal, finance, external partners, and institutional stakeholders.
- Approach: Create shared priorities, clear ownership, transparent backlogs, and measurable product outcomes.
Transaction Growth and Product Adoption
- Challenge: Increasing transaction value required more than traffic; it required trusted supply, quality demand, and repeat usage.
- Approach: Focus product initiatives on verified sellers, improved discovery, procurement usability, transaction confidence, and operational support.
Results & Impact
The product initiatives contributed to stronger SME participation and digital transaction growth across the platform. PaDi UMKM recorded 25% year-on-year digital transaction growth and supported the onboarding of more than 10,000 SMEs.
Beyond delivery, the work established stronger product discovery practices, better stakeholder transparency, clearer roadmap prioritization, and closer alignment between customer needs and business objectives.
Key Product Leadership Lessons
- Trust and verification are core product capabilities in B2B marketplaces.
- Marketplace growth depends on balancing buyer demand, seller quality, and operational readiness.
- Complex enterprise workflows require clear product governance and cross-functional alignment.
- Product roadmaps should connect customer problems directly to measurable business outcomes.
