DONNY PRAMONO, OWNER, SOUR SALLY

Saturday, February 27, 2010

We recently reported on the boom in the frozen yogurt business here in Indonesia.

We want you to now meet the young man behind the success of the popular Sour Sally brand. Donny Pramono is a 27-year-old Jakarta native who turned a $150,000 loan from his parents into 24 stores in four cities, and who now has plans to go international.

DP: I was in Los Angeles at that time and frozen yogurt business was really, really booming. I was one of the fans because my background major in school was marketing in business general. I took my MBA in marketing so I was kinda interested with... I analyze few big brands like McDonalds and Starbucks. Some... like iPhone. How they do their business and stuff like that. So I thought that if I could model some of their successful ways, positive ways to achieve their success, I could do it in Indonesia. So I thought I could bring in the frozen yogurt which was at that time in the early stage of its cycle, its product cycle.

To be honest at that time, I kinda have big challenge, started frozen yogurt in Indonesia. Everybody knows Indonesia is not a very yogurt country like western countries like U.S. or Europe. I'm confident in frozen yogurt because for me fro-yo business and in business in general isn't about the product but how we market it. And how we perceive ourselves to push it into the market with that, I came up with the brand Sour Sally. Which was targeted at that time, our primary target is from design and concept, to women, from age 15 to 24. But from the on, we built on our first primary target and then we targeted our customers to a different segments of demographics.

We target that we could bring this brand to Singapore, by mid-year, this year 2010 and the rest we have received many franchise interest from overseas… the ways that we could bring this brand, this local brand to global stage earlier than later.

Pramono says Sour Sally annual revenue is now between $4-to-5 million dollars.

02.03.2010. 02:51