Introducing Eten Technologies and Debbie
Q: Can you briefly introduce yourself and your startup?
A: I’m Debbie Winnardi, the founder of Eten Technologies, an integrated supply chain management system designed specifically for Food and Beverage (F&B) businesses. Our main focus is on supporting small and medium-sized F&B enterprises by helping them efficiently manage their inventory and optimize their supply chain to enhance both cost-effectiveness and revenue generation.
Why Antler?
Q: What motivated you to join an accelerator program for your startup?
A: I’ve always strongly desired to build something of my own. When I learned about the opportunity at Antler, that became the driving force behind my decision to join the accelerator program. Because even though I wanted to build something, I didn’t have anyone who shared this interest with me. Antler is helpful in a way that they find other potential founders with whom you can meet and partner. That was the main reason why I decided to join Antler.
Antler’s Application Process
Q: Can you describe what the application process for the accelerator was like?
A: The application process at Antler starts with them opening applications to the public. However, they do have specific qualification criteria based on factors like background in commercial or product-related fields. They also assess the motivation of potential founders. After the initial screening, they invite selected applicants for interviews, which are conducted in multiple stages, the number of which varies from founder to founder. It’s worth noting that the application pool is quite large, with thousands of applicants, but typically, Antler accepts around 60 to 70 people for each batch.
Inside Antler’s Program
Q: What happens after you get accepted into the accelerator program?
A: Once we were accepted into the program, we dove right into it. The program involved meeting with other potential founders to establish connections. We engaged in a series of activities to explore whether our skills complemented one another and brainstormed startup ideas to address specific problems. The validation process followed, ensuring the viability of our concepts. After this phase, we needed to form our teams by identifying potential co-founders. Antler then conducted a selection process to determine whether they would provide investment for our startups.
Q: Did they provide you with any mentorship sessions?
A: Yes, they did. Antler assigns coaches to startups based on their specific needs. Each startup is paired with a coach, and we typically have weekly meetings to update them on our progress. These sessions included advice, discussions, and valuable guidance from the coaches.
Q: During the program, did you have any aha moments?
A: One of the most remarkable aspects of the program was the opportunity to connect with like-minded individuals. In my daily role, it’s often challenging to find people who share similar mindsets. However, when I joined Antler and was surrounded by potential founders, the energy and motivation were palpable. We all shared a common desire to build something meaningful, and that enthusiasm was incredibly inspiring.
I also had the chance to meet numerous remarkable individuals who had achieved great things but still harbored the desire to create something new. This experience was quite unique and something we didn’t encounter elsewhere. The passion and determination of my fellow participants were truly inspiring.
Q: How much funding did you receive through the accelerator program?
A: The funding amount received through the accelerator program varies depending on the country. In my case, during my batch, it was $100,000.
Q: What were the biggest benefits of being in the accelerator program?
A: Personally, the most significant benefits for me included meeting co-founders from the program and gaining insights into the investor selection process. Given my background and relative inexperience in this environment, I had little knowledge of how to pitch to investors effectively and what needed to be done. This learning was invaluable.
The second major benefit was the emphasis on idea validation. Antler provided a structured approach to validating ideas, encouraging us to engage with potential customers to ensure our concepts had real-world value. This step is crucial because many founders have a desire to create something, but that something may not necessarily be useful for customers. The process of proper idea validation was highly important.
Eten Technologies Today
Q: What’s the status of the company now post-accelerator? What have you achieved so far?
A: Currently, our company is in the focus phase on product-market fit. We’ve successfully secured numerous LOIs from potential customers and launched our Minimum Viable Product (MVP) a couple of months ago. However, in our case, the product development process is rather intricate and requires time to refine and improve based on ongoing conversations with our customers. So, we’re actively engaged in the product-market fit stage, continuously working to enhance our offering.
Q: Have you tried any channels to find these customers? Would Antler have helped you somehow to do that?
A: We didn’t receive direct assistance from Antler in finding customers. We took the initiative ourselves and tapped into our existing networks, which included individuals we knew from our previous professional experiences. Additionally, we explored various channels, including social media and other online platforms, to connect with potential customers.
Q: Have you tried to do any ads on social media?
A: We’ve been actively experimenting with social media and are currently in a continuous testing phase to identify what exactly resonates with our customers. In addition to social media, we’ve also conducted A-B testing to refine our approach.
Furthermore, we explored offline channels, which involve face-to-face interactions with potential customers. In our experience, especially in Indonesia, personal meetings can be more effective. Our approach is a combination of various channels as we strive to determine the most efficient and effective way to reach our target audience.
Final Tips
Q: Any final tips for founders thinking of applying to accelerator programs like Antler?
A: From my experience, one crucial quality for founders is intrinsic motivation. Potential founders who aspire to apply and build something need to ask themselves if they genuinely want to embark on this journey. Becoming a founder is not an easy path, and they must be prepared for the challenges it entails. It’s a question that often gets overlooked but is, in my opinion, the most important one to ask oneself.