“Adaptability is a critical factor in today’s business survival,” Liliemera Wedding Organizer CEO Agnes Nilam Sunardi
Heaptalk, Jakarta — CEO of Liliemera, Agnes Nilam Sunardi proves that the pandemic period is not a driving force for business actors to be buried in the valley of the death. Instead, she uses the momentum to her advantage, specifically by running her business in a versatile manner. Yes, the business is on a roller coaster at times, especially as the world approaches the pandemic period in early 2020, and she has to put in extra effort to revamp a business model that usually works fine into one that is battle-proven today.
Even Agnes had to cancel some deals with her clients due to large-scale restrictions for all crowd-related activities, including the wedding ceremony. As a result, her wedding planner had the worst revenue in the company’s history that year, which was minus tens to hundreds of millions of rupiah. Her cash flow was completely halted at the time.
“Many industries, including wedding planners, have undoubtedly been harmed by the COVID-19 pandemic. However, the ability to adapt business processes in this sector, including the implementation of “new normal” weddings, has been critical to its survival to this point,” Agnes Nilam Sunardi, CEO Liliemera Wedding Organizer
Not wanting to give up, Agnes maintained her composure while keeping a lid on the recent regulation updates from the government, particularly those impeding the MSMEs sector. As a result, the policy progressively evolved to allow crowd events, but only on a modest scale. Weddings, for example, may be attended by relatives, but still, the nuclear family is permitted. Friends, neighbors, and other distant relatives can participate to greet but virtually (via live stream or video conferencing).
“We devised a package for smaller weddings (New Normal Weddings) after the government changed the regulations allowing for small-scale weddings, which proved to be a breath of fresh air for us and our industry partners. We also gave our entire WO team training and simulations on the new normal wedding protocol “Agnes stated the obvious.
Back to the beginning of the cycle — it’s as if a restart button was pushed — there is a silver lining to everything. As the moment come, there was a request for the wedding organizer for only supporting crews. Then, gradually, demand began to rise. Agnes and her team handled these requests with exceptional care, including ensuring that health protocols were adhered to throughout the event. Furthermore, the wedding organizer also implemented a number of operational support facilities during the pandemic, such as the Antigen SWAB facility for all WO crews after serving to maintain and ensure our team’s health and safety. We also modified our attire by wearing masks, faceshields, and gloves while on duty.
The establishment
Long before the covid19 hit the world, on 22nd June 2017, Agnes started her wedding company under the name “Baja Wedding Organizer”, which later changed to Liliemera Wedding Organizer. The concept arose from a high demand of crew support for wedding organizers in the Jabodetabek area, such as master of ceremonies (MC), photographer, and makeup artist, who personally approached Agnes. Then she had an epiphany: why not turn this into a serious business and manage it professionally? Furthermore, Agnes has mature experience as an Event Organizer for several years, which gives her confidence in starting her business as a wedding planner as her catalyst.
Until now, Liliemera’s primary business has been more than as a wedding planner. They also offer a one-stop shopping service for wedding packages that include the venue, fashion makeup, decoration, photography and videography, entertainment/live band, catering, and event MC for both events. They also offer various wedding concepts ranging from traditional/national to global. Liliemera is now servicing inquiries from the Jakarta – Bekasi – Depok – Tangerang – and Bogor (JABODETABEK) area, with events held routinely on average every week.
“Our slogan is “Brides and Grooms Best Friends,” and it serves as our guiding principle in providing the best service possible to all of our clients. We are providing value rather than simply selling a price tag. This is why we strive to develop an emotional connection with our clients, as if we were their best friends, in order to truly understand their needs and provide the best solution for their wedding event,” said Agnes.
Adaptability is the key to success
Speaking about Liliemera’s endurance level throughout the pandemic, it was extremely inspirational, as they witnessed a major rise in service – from just receiving three orders in one year in 2019, it rose to 20 weddings in 2020, and this year it is anticipated to be able to arrange 35 weddings.
The key is to learn to adapt. The definition of adaptive in this context can be very extensive and applicable to a wide range of business elements. However, the ability to adapt to radical changes from the outside must be realized in the form of how a founder can keep his business versatile, be flexible, and not rigid to change.
What Agnes did here demonstrates that her company can still adapt. In terms of marketing, for example, Agnes not only optimizes limited marketing channels such as word-of-mouth and offline, but also reaches out via digital. Agnes admitted that she was more aggressive in promoting her business on Instagram and Facebook during the pandemic, either through paid campaigns or endorsements. And the impact is substantial.
Agnes also has a business mindset that is focused on conversion. The awareness that she generates, to the greatest extent possible, she projects with the return in the transaction value. In some aspects, transactions here aren’t limited to customers who pay just for their services, but Agnes and her staff are trying to create pleasurably engaging relationships with their clients.
One of the most memorable stories was when the team was on duty for Stefany and Dimas’s wedding at the Andara Club House Depok in September 2020. On the fourth day of the event, the Depok City Government imposed a curfew, requiring all forms of activity to be completed by 8 p.m., and the team should immediately change the event’s rundown from 10 a.m. to 8 p.m. At the time, they also assisted their clients in obtaining crowd control permits for the event.
“It’s a thrilling, heartbreaking, and exciting sensation all at the same time. It gives us great satisfaction and leaves a lasting impression because we can develop quite intense and intimate chemistry with our client. When faced with all of the changes and challenges at the time, we left with a lasting impression because it managed to organize the event smoothly, safely, and orderly “Agnes stated.
Liliemera currently has 14 team members, including 3 BOD and managerial members, 3 Project Coordinators, and 8 support team members. Liliemera intends to expand its operations in Bandung and other major Indonesian cities in the future.
