In today's vibrant arena of leadership, women are increasingly making their mark, driving forward innovation and purpose-driven initiatives. Among these stands Sataporn Na Songkhla, Co-Founder of Mitraruma, a beacon in home and living transformation. Her journey in Indonesia began in 2015, navigating strategic management and business development at SCG (Siam Cement Group). Deeply enamored with Indonesia's culture and its people's kindness, Sataporn felt compelled to contribute meaningfully. Co-founding Mitraruma, she aimed to enhance lives through premium kitchen solutions. Embracing customer-centricity and resilience, Sataporn fosters a team aligned with the mission to elevate living standards, shaping a journey dedicated to impactful differences. Let’s read on.

Can you walk us through your previous work experience? What were some of the most pivotal moments in your career journey?

Commencing in Thailand, I laid the groundwork for my professional journey, delving into strategic management and business development, fostering a keen understanding of business fundamentals and a customer-centric approach. Before Indonesia, ventures in Myanmar, the Philippines, and Cambodia enriched my insight into diverse cultures, team dynamics, and local market nuances, refining my ability to tailor strategies effectively. Transitioning from corporate to startup realms with Mitraruma marked a pivotal shift. While corporate realms offered robust processes and direction, Mitraruma's genesis stemmed from my affinity for Indonesia and a desire to enhance living standards. The journey entailed navigating uncertainties and enduring challenges, shaping a dedicated commitment to Mitraruma's mission. Despite personal sacrifices, guiding the team through uncertainty while remaining true to our purpose has been both demanding and gratifying, underscoring the transformative nature of the journey.

Can you describe the key areas of expertise you have developed as a business leader over the years?

As a business leader, I have developed several key areas of expertise. Leading with a clear purpose is paramount, ensuring the team stays motivated and understands their contribution to a larger mission. By aligning our goals with meaningful objectives, we foster a strong sense of commitment. Additionally, I have honed the ability to deeply understand our customers' needs and preferences, driving continuous innovation and customer-centric solutions that enhance living experiences. Furthermore, creating and nurturing a positive, inclusive culture is crucial, as it sustains motivation and encourages a resilient, forward-thinking mindset among team members.

What inspired you to co-found Mitraruma? What is the core concept behind the venture, and what are its primary areas of specialization?

Motivated by my deep ties to Indonesia and a desire to contribute, I launched Mitraruma as a purpose-driven venture amid the COVID era when homes took on newfound significance for everyone. Together with co-founders who shared my passion, we presented the concept to our investor, SCG (Siam Cement Group), envisioning an online platform dedicated to enhancing lives through home transformations. Initially, we offered a wide array of home products and services through our online platform, empowering customers to turn their dream designs into reality within budget constraints.

Observing a significant shift in living trends, we noted the kitchen's evolution from a mere cooking space into the focal point of the home, fostering social interaction. However, customers encountered challenges in achieving their dream kitchens due to issues like material durability, toxic substances, and imprecise manual production methods. Recognizing these trends and pain points, we opted to specialize in kitchen solutions, aiming to create healthier and more inspiring living environments.

At Mitraruma, our mission is to elevate the living standards of Indonesian homeowners through premium, personalized kitchen sets and interior cabinetry. We prioritize the use of European Standard materials and cutting-edge ESG innovations to ensure not only visually stunning but also healthier and more sustainable spaces. Our unique offerings include premium quality and healthy materials, an innovative modular concept, advanced design software, and a seamless online-to-offline customer experience. Targeting homeowners who value culinary excellence and social interaction, we have cultivated a community of home and cooking enthusiasts through our online channels. As we entered our third and fourth years of operation, we scaled up by creating a seamless online to offline experience, offering customers instant consultations and 3D design previews, inspiring and guiding them to make bold statements in their homes.

What are the primary duties you undertake in your role as the co-founder of Mitraruma?

As a Co-founder and Director of Mitraruma, my role encompasses overseeing the entire operation, which has evolved alongside the company's growth. In the early stages, my focus was on solidifying our purpose, gaining investor support, selecting the right customer segment, testing product-market fit, and developing a scalable business model, with a strong emphasis on customer empathy. Once our foundation was established, I shifted towards team formation, ensuring we assembled a passionate and skilled team essential for our progress. Subsequently, I concentrated on developing partnerships and an ecosystem of designers who shared our vision for creating healthier living environments. During this phase, we aimed to prove the viability of our solutions while maintaining sustainability. As we validated our model, my focus turned to scaling up our business to broaden our impact while upholding our commitment to providing premium solutions. Crucially, my role also involves fostering a purpose-driven culture, aligning everyone's goals with our mission, and ensuring the team's well-being and motivation as we continue to innovate and serve our customers.

Can you share the significant professional milestone you've reached in your career journey? Additionally, what has been your key to success over the years?

I perceive achievement and success as the meaningful impacts we make along our journey. At Mitraruma, several key accomplishments underscore our success: Content Engagement and Community Building, where our engaging, inspiring, and educational content on kitchen design and healthy materials has amassed 520,000 Instagram followers, empowering customers to make bold home statements; Innovative Modular Development, with over 200 kitchen modules tailored to both functional and aesthetic customer needs; Successful Showroom Experience, guiding customers effectively in making home statements; and Customer Satisfaction and Team Motivation, as the satisfaction of happy customers during kitchen project handovers energizes our team's passion and dedication. These achievements reflect our dedication to excellence, innovation, and customer satisfaction, embodying the impactful journey we pursue daily at Mitraruma.

Sataporn Na Songkhla, Co-Founder, Mitraruma

Sataporn Na Songkhla, a strategic leader with a passion for business development, began her journey in Thailand, honing her expertise in customer-centric approaches. Transitioning to Indonesia, she founded Mitraruma, dedicated to transforming living spaces.