A Johorean working as a marketing executive for a Singaporean company, Irfan had taken on the MBA to move ahead in the printing and manufacturing industry. With two children to raise, he realised that higher education could lead to a better career and subsequently, a better life for his family.
Then, Covid-19 struck. The third of six siblings, Irfan found himself at his parents’ house, convening with his family members on the hardships they were facing due to the pandemic. “Almost all of us had seen our careers and salaries put on hold. My younger brother asked, ‘What should we do now? My savings are shrinking,’ while my older brother said, ‘I’m really stuck, we can’t just rely on our savings or government support’.”
That very night, they decided to enter into business together.
Irfan re-read his notes on marketing and trend analysis and revisited the techniques taught by his professors. He taught his siblings how to read relevant academic journals. They spent almost 2 days doing market research and identified three products to sell – a herbal drink, ice cream and a spicy paste. The capital came from a joint savings account.
“We divided responsibilities among ourselves. I took care of the online advertising and technical aspects while my younger sister, an accountant, handled customer service. An older brother obtained a permit to become a deliveryman. My parents and other siblings handled the product packaging.”
In the blink of an eye, their parents’ living room transformed into a war room. The number of orders grew by the day and they started having to work in shifts to cope with the rising demand.
“There were many sleepless nights and a lot of stress. To avoid burnout, I went back to what I had learned about management techniques and lean operation through experts and case studies. We switched positions and held almost daily account closing meetings.”
Their close bond also helped them to rise above the storm. “We trusted and respected each other’s abilities and roles. We relied on and supported each other when times became tough.”
As a result, the business became a roaring success. Said Irfan, “Some of us achieved 5 times our original salary, some 8 times, and one sibling was even able to fund his wedding!”
When the pandemic abated, Irfan and his siblings were called back by their respective employers. “We returned to our previous careers. Nevertheless, I’m very grateful that most of what I had learned at OUM proved to be effective. If I were asked where’s the best place to improve one’s life and survival skills, I would say OUM.”
