Journey to continue one man’s dream

Dua setengah tahun lalu, Sukyatno Nugroho, ayah saya tercinta meninggal dunia. Beliau pergi dengan meninggalkan naskah untuk buku keduanya yang belum selesai dan sebuah pesan:

“Apabila pada saatnya nanti saya meninggalkan dunia saya ingin memberikan warisan bagi bangsa dan negara ini. Bentuknya berupa sebuah buku, yang berisi seluruh pengalaman saya selama 25 tahun* membangun Es Teler 77. Agar ilmu langka dan satu-satunya di Indonesia ini tidak hilang begitu saja”

Dengan setengah ragu, saya putuskan untuk meneruskan penulisan buku ini. Di satu sisi, saya bertekad untuk meneruskan cita-cita beliau. Tetapi di sisi lain, bagi seseorang yang bukan penulis dan tidak hobi menulis, membayangkan harus menulis sebuah buku – sangat mengintimidasi. Ditambah masa sekolah saya habiskan di Australia, kemampuan saya menggunakan tata bahasa Indonesia yang baik dan benar sangat minim. Tetapi apa boleh buat, cita-cita beliau harus diteruskan.

Permulaan dari penulisan buku ini cukup lambat dan tersendat-sendat, sempat pula saya mengalami cold feet. Tetapi semakin saya mendalami dan menelusuri perjalanan hidup beliau, saya semakin mendapat inspirasi. Perjalanan hidup beliaulah, yang lebih tepat disebut ‘petualangan’, karena memang penuh dengan liku-liku dan jatuh bangun berkali-kali sampai akhirnya meraih sukses, yang menginspirasikan saya untuk menyelesaikan penulisan buku ini.  

Saya harap buku ini juga dapat memberikan inspirasi, seperti apa yang dicita-citakan beliau.

Felicia Nugroho

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(English)

Sukyatno Nugroho, my dearest father, passed away two and a half years ago. He died leaving an unfinished manuscript for his second book and a message “When I die, I’d like to leave a legacy for the people of this country. It will be a book of my 25 years experience building Es Teler 77, so that this rare knowledge and one of a kind in Indonesia does not die with time”.

Reluctantly, I decided to continue writing his book. On one hand, I was determined to continue his dream, but on the other hand, for someone who’s not a writer and don’t really fancy writing, the idea of writing a book is so intimidating. In addition, the fact that I grew up and spent half of my life in Australia didn’t help with writing in Bahasa Indonesia. But what to do? I had to continue his dream.

It was a slow-going at the start and I got cold feet where it was just so difficult to get ideas. But the more I understood about his roots, his childhood and his way of again-and-again faced hardship, conquered and came as a winner, the more he inspired me. His life kept me going and motivated me to face the challenge and to finally finish the book.

It is my hope that his life also inspires others, as he wished.

Felicia Nugroho

Book tackles the ‘Drunken Master’ by Jakarta Globe

“Sukyatno was known as the ‘Drunken Master’ of marketing in Indonesia,” said Hermawan Kartajaya, himself a marketing expert.

Sukyanto Nugroho earned his nickname after he created a thriving business out of es teler, a drink made up of jackfruit, coconut and avocado mixed with milk and shaved ice. In Indonesian, “teler” is also slang for being drunk.

People can now learn from Sukyanto’s rags-to-riches story in a new book, “Prinsip di Sini Senang, di Sana Senang” (“The Happy Here, Happy There Principles”).

Written as a memoir, readers seeking inspiration will find that Sukyanto’s life story may be even better than all the self-help books put together there.           Read more

Perjalanan Es Teler 77 dibukukan by Bisnis Indonesia

“Felicia Nugroho dan Yeni Setiawijaya, anak kandung dan istri pendiri perusahaan franchise Es Teler 77, almarhum Sukyatno Nugroho, meluncurkan buku tentang sejarah perjuangan dan perjalanan hidup si Juragan Es Teler yang kini telah mendunia.

Peluncuran buku ditandai dengan penyerahan buku dari Agung Adiprasetyo, pemimpin PT Elex Media Komputindo, penerbit buku yang diberi judul Di sini Senang Di sana Senang yang merupakan prinsip hidup dan bisnis almarhum Sukyatno Nugroho.”   Read more

Story of a larger than life character by @unspun

This piece was written by Unspun a.k.a Ong Hock Chuan in memory of Sukyatno Nugroho

“.. in spite of how successful he became, he couldn’t give a toss about appearances or status. He was totally open and retained a child-like enthusiasm for promoting his business and other projects in a self-deprecating manner. Whenever he talked about Es Teler 77, the business he founded and grew together with his in-laws and wife, he would sound totally infectious through his passion.

He would regale his audiences with his adventures and before you know it he would co-opt you into a project or two that at first sounds hare-brained but on reflection made sense.  He had a huge gung ho attitude and optimism of a can-do person and apparently throughout his life he lived like the Nike slogan where he went out into the world and “just did it.

What he did was to snatch Es Teler 77 from the jaws of ruin and turned it into one of Indonesia’s largest franchise with over 150 outlets throughout the country, with outlets in Singapore, Australia, Malaysia and probably in the near future, Saudi Arabia. Not only that he also became an icon ofr many poor Indonesians seeking to hit the big time through entrepreneurship. In his later years he was invited to universities and business schools to share his experiences and knowledge.”  Read more

Review by @beradadisini

Berikut ini review dari Hanny a.k.a @beradadisini

 

“Berhasil dengan menjatuhkan orang lain itu gampang. Berhasil seraya mengangkat dan membagi kesuksesan dengan orang lain itu sulit, tapi terhormat.

Itulah pesan yang saya dapatkan setelah membaca buku DI SINI SENANG DI SANA SENANG yang mengisahkan perjalanan Sukyatno Nugroho–juragan Es Teler 77 yang cabangnya kini sudah tersebar di seluruh Indonesia, bahkan sampai Singapura dan Australia. “Hidup itu untuk dilakoni bukan untuk dikhayalkan,” begitu kata Sukyatno. Read more

The Launch 3 August 2010

Akhirnya, buku ini diluncurkan pada tanggal 3 Agustus 2010, hari ulang tahun ayah saya. Bagi saya pribadi, peluncuran buku ini sangat istimewa. Buku ini adalah hadiah bagi beliau, sebagai perwujudan cita-citanya. Tetapi yang lebih penting lagi, buku ini merupakan hadiah bagi Indonesia agar dapat menginspirasi orang banyak.

Sepanjang perjalanan hidupnya, dalam membangun usahanya, beliau tidak pernah lupa untuk berbagi kepada masyarakat di sekitarnya. Salah satu yang beliau sangat ‘passionate’ adalah menginspirasi ‘wong cilik’, generasi muda penerus bangsa dan orang-orang di sekitarnya yang ingin maju, dengan harapan mereka dapat belajar dari pengalaman beliau. Karena beliaupun mulai dari bawah, dengan keterbatasan sumber daya dan pendidikan, tetapi dengan kegigihan, keinginan untuk terus belajar dan prinsip win-win yang dianutnya, beliau berhasil.

Terinspirasi dengan prinsip hidupnya untuk berbagi, acara peluncuran buku ini dijadikan sebuah forum di mana beberapa wirausahawan muda berbagi pengalaman mereka membangun usahanya. Pembicara yang hadir antara lain: Anang Sukandar (Ketua Asosiasi Franchise Indonesia), Hendy Setiono (pendiri Kebab Turki Baba Rafi), Mustafa Kamal (pendiri Univind), Jerry Aurum (pendiri Jerry Aurum Design & Photographer) dan Hermawan Kartajaya (pendiri Markplus) yang hadir untuk memberikan sepatah-dua kata untuk Sukyatno Nugroho. Agar forum ini menjadi lebih bermanfaat, kami mengundang mahasiswa dari sekolah entrepreneur seperti Prasetya Mulia, Binus, UI, Universitas Tarumanegara dan sebagainya.

Acara peluncuran buku ini diadakan di Es Teler 77 Resto, Jl. Adityawarman 61, Jakarta Selatan.

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(English)

The book was finally launched on the 3rd of August, my father’s birthday. For me personally, the event gave a very special meaning. The book was a gift to him, his dream but in my speech I expressed that more importantly the book is a gift to the country and the people of Indonesia so that his life can inspire others.

Throughout his life, in his journey of building and rebuilding his business, he never forget to share and to give back to the society. One of the things he was passionate about was to inspire the ‘wong cilik’ (the common men), younger generation and people in general who want to in the hope that they can learn from him. He too started from nothing, very little money and limited education but through his perseverance, resilience, continuous learning and his win-win principle, he made it through.

Inspired by his passion to share, we made the book launch to be an informal forum where some young enterpreneurs and institution can share their experience. Those who came to share their experience in building their business were Anang Sukandar (President of Asosiasi Franchise Indonesia), Hendy Setiono (founder of Kebab Turki Baba Rafi), Mustafa Kamal (founder of Univind), Jerry Aurum (founder of Jerry Aurum Design & Photographer) and Hermawan Kartajaya (founder of Markplus) gave one or two words on Sukyatno Nugroho.  To make the event worthwhile, we invited students from enterpreneur schools like Prasetya Mulia, Binus, UI, Universitas Tarumanegara dan sebagainya.

The book was launched at Es Teler 77 Resto, Jl. Adityawarman 61, Jakarta Selatan.