Duncan Graham, The Jakarta Post, Surabaya
After spending seven hours in a Malang hospital emergency unit, what does a doctor do to wind down?
If you are Dr. Lisa Setiawati, then you open a business and focus on the sweet and smooth things in life rather than just on gore and shattered limbs.
While Lisa regularly fixes a steady stream of broken bodies at the hospital -- usually the result of motorbike accidents and fights -- customers to her ice cream parlors have increased and her enterprise thrived. She is now negotiating to franchise the concept in Jakarta, Bali and Surabaya.
Four years ago, Lisa decided to sell her commercial laundry and use the profits to sell ice cream. She'd earlier been a pioneer in the laundromat business, but other operators soon arrived and profit margins tumbled.
On a brief visit to New Zealand, Lisa sampled the vast varieties and rich flavors of that country's dairy produce, with ice cream a major on the national menu.
Although Indonesians like ice cream, it is an up-market extra usually enjoyed as a sit-down snack. In the West, it is a recreational food often eaten in the street and on the run -- a practice considered impolite in the archipelago.
""Cooking had always been my hobby, even though in my childhood as the only daughter, I was banned from the kitchen,"" Lisa said.
""I considered opening a restaurant, but my research showed that the clientele tended to be static. People also go to eat quickly, then leave, rather than sit around and talk.
""Malang (in East Java) is a university town, constantly refreshed by new intakes of students. I thought an ice-cream caf would be an ideal place where they could sit around and chat.
""It's also a food not exclusive to any one age or ethnic group.""
She chose to locate her first shop in Jalan Galunggung, a street within easy range of almost 20 campuses, and the decision proved the right one. She has now opened a second on a city bypass and this, she said, had also done well. The name for the stores -- Confetti -- was chosen because it is associated with celebrations and happy times.
At first, Lisa bought ice cream from a factory at Probolingo on the north coast of East Java, but transportation difficulties created too many problems. Luckily, she had already researched the manufacture of ice cream and knew the ingredients and mechanical requirements.
Lisa said she understood the need for close attention to detail, the importance of the right serving temperature (5 degrees Celsius) and the need to get the texture correct so the product scooped easily while staying firm. A slight sheen also helps presentation, particularly if the ice cream is garnished with fruits.
Then Lisa took another business leap. She bought an ice cream machine, ordered fresh milk from the nearby hill town of Batu, and set up a factory. She now employs 35 staff making or selling her products and keeps a close watch on manufacturing and health standards.
Every three months, she writes a new menu of her latest ideas -- she has added flavors like green tea and durian along with standards like chocolate and vanilla. One product has been designed for diabetics and each new concoction is heavily promoted through the local print media.
She also selects the dcor, crockery and furniture her cafes. The design concept is to create an atmosphere where customers will take it easy -- and keep ordering.
""I've never formally studied management or business,"" Lisa, 35, said. ""Nor do I want to -- I've had to do enough study to become a doctor. I believe in the principle of learning by doing. Having an MBA is no guarantee of success.""
It is important to be observant and to understand all the processes in the business, she said.
""Many people make the mistake of trying to please themselves, like selling the sort of clothes they prefer without considering the customer.""
While it was vital to be interested in the product and know the processes, ""at all times you must keep an eye on the profit.""
Unlike many small business proprietors, Lisa is not constantly in her factory or shops, believing that bosses who always intervene cannot trust their employees.
She holds a monthly meeting with her staff who are encouraged to air their grievances and talk through problems. These get-togethers are also used to evaluate the business. Lisa said her management style was about being aware of detail, listening and communicating skills -- all ideas that came from her profession as a doctor.
Lisa said she had no intention of quitting her hospital work because she enjoyed the challenges that came from the great variety of cases rushed into the emergency unit.
She also put her talents to work as a volunteer after the Yogyakarta earthquake, where most injuries were similar to those she encountered in the emergency ward -- lacerations, fractured skulls and bones.
""I work seven hours a day, four days a week, in the hospital where I've been for seven years,"" she said.
""I don't have a private practice so I can concentrate on Confetti after hours. If the franchise negotiations are successful, the shops will have to sell my ice cream but will be free to market their own snacks.""
However, infrastructure is still a big problem in Indonesia, she said.
""I send ice cream to Bali packed in insulation and using busses. It has been cheap and so far successful, but for other deliveries I'll have to buy a refrigerated van.
Lisa said she seldom had problems with people not taking her seriously. ""Maybe that's because I'm a doctor and people trust me. It might be different if I was a housewife.""
She recommends anyone thinking about starting a business to make it happen: ""you'll never know if you never try.""
""Motivation is very important. So is creative energy.
""I see a lot of pain and problems in my hospital job, but we should respect life and never forget to count our blessings.
