THE CHAMPION OF 24 HOURS PHARMACY FROM YOGYAKARTA

Gideon Hartono established Apotek K-24 In Yogyakarta, on 24 October 2002. K-24, according to him, is a abbreviation for Komplit 24 Jam (Complete for 24 hours). The pharmacy established by medical doctor graduated from Gadjah Mada University really opens for 24 hours with three shift periods: 07.30-15.20, 15.00-22.00 and 21.30-07.30. The man who was born on 10 October 1963, admitted that he did not have the time to do market research beforehand. He just relied on his business instinct, that people in Yogyakarta still need pharmacy which serves them for 24 hours non stop. Even so, the first outlet of Apotek K-24 he established with that instinct costed about Rp. 400 million.

For the first three months, people seemed to show plain reaction. Entering the second three months, Gideon’s business instinct turned out great. The visitors of the pharmacy, which never closed since its opening day even during public holiday, kept increasing day by day. The success of the first pharmacy that opened in Jl. Magelang, Yogya, motivated Gideon to open second outlet in Jl. Gejayan. Then, on 24 August 2003, the third outlet opened in Jl. Kaliurang. Therefore, those three outlets were in Yogyakarta. On 24 February 2005, Apotek K-24 outlet started entering Semarang.

The father of two sons likes the number 24. Besides as the name of his pharmacy chain, the launching of each outlet held on the 24th date of each month. “The payment day is also done every 24th. If the 24th falls on Sunday, the payday will be forwarded. However, all of those things are not related to hong sui, because I do not believe in hong sui,” said the doctor in Puskesmas Gondokusuman II.

Moments ago, Gideon won award from Indonesia World Record Museum (MURI), because Apotek K-24 becomes the first pharmacy chain which is never closed since the first day it opened. The price of the medicine does not change as well, even if during the day or night. In order to avoid worst thing to happen, starting from 23.00 people can only buy medicine from the outside of the pharmacy, by the small hole purposely made on the door. Until now, this pharmacy hired more than 90 employees and provides 5000 items of medicine, with average of transaction 300 to 500 times in a month, with revenue more than Rp. 250 million in a month.

Edy Edwardy, the chief of PT. Anugrah Argon Medika in Yogyakarta (medicine distributor), said that Apotek K-24 is one of his biggest customers. During this year, medicine purchasing trend from Apotek K-24 to Anugrah rises by 5%-10%. “The medicine purchasing value in each month reaches Rp. 100 million,” said Edy. Anugerah also holds partnership with K-24 to provide medicine that is grouped in live saving, such as human albumin, gamma venin, kybernin, streptase, beriplast, and tetagon. Those medicines have to be provided in a short time. “We stand by for 24 hours to provide the needs of this pharmacy,” said Edy.

Gideon said that he only wanted to buy medicine from the official distributor, or medicine that attaches invoice. “Actually, I got many offers for illegal medicine with very low price, but I did not want to take it, because the source is unknown.” he said. He admitted that he took margin 17%-25% from the sold medicine, even though from the distributor there is a chance to get profit for about 20%-40%.

Gideon initiated to expand Apotek K-24 chain so that it can reach all cities in Java by using franchise system. There are several people who have proposed, but the outlets which are ready to launch this year are only two, in Yogya, and Surabaya. In order to get franchise, the investor has to prepare budget for about Rp. 300-600 million. “That amount is for the beginner. If the investor already has pharmacy business but it is not developed well and wants to join K-24, of course the investment budget is below that,” said Gideon.

According to Nur Feriyanto, business analyst from Islam University of Indonesia, Yogyakarta, Gideon’s key of success is his carefulness in seeing market opportunities and applying the right strategy. “Gideon is actually not the pioneer in this 24 hours pharmacy business, but he is the first person to ensure people that buying medicine in Apotek K-24 will get the same price during the day or night.” explained the vice director of management post graduate program in UII. “The concept of this pharmacy is clear from the start. Gideon combines business instinct with his skill in advertising. The interior and exterior design of Apotek K-24 are unique with the combination of green, red, and yellow,” he continued.

About the exterior and interior design, Gideon tried to make it as interesting as possible by using the domination of green which is refreshing. The signage of this pharmacy is made of neon sign. It is designed with eye-catching colors such as red, green, yellow, and white. “That is the picture of real condition of Indonesia which is multiracial, plural in religion, language, and many more. The green that is dominating represents Islam. Red represents Christian, Yellow represents other minor religions. Those three colors combined will result beautiful composition. That is what I want to do in pharmacy business,” he explained.

Pharmacy business is not his first step in business. Far before that, Gideon had established photography business. He did that in the middle of his business serving as doctor in Puskesmas. In photography, Gideon did it well by Agatha Video, a company that focuses on wedding photography, video shooting, and production house. Gideon also manages Gardu AD, an advertising company that produces television advertisement. Agatha Photo, which is now managed by his brother, Tulus Benyamin, is also the result of his gold hand.

Now, Gideon prepares a system so that the operational of chain pharmacy Apotek K-24 will no longer depend on him, but fully handed to the professional from non-family.

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