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Build on Momentum Core Weekly Meeting Minggu 19 · Mei 2026
PT Mari Sini Bermimpi Core Team · May 2026

Core Weekly
Meeting.

Reporting & review mingguan lintas department. Setiap tab adalah ringkasan performa, blocker, dan keputusan yang perlu dibuat oleh Core Team — di-update setiap minggu sebagai single source of truth untuk arah pekerjaan.

Total Sales MTD
Rp 582.7M
50.67% to Rp 1.150B target
B2C Ecom MTD
Rp 429.6M
Maiimi 395.9M + Mini 33.7M
Forecast May Closing
Rp 1.082B
94.12% to total target
Gap to Target
-Rp 67.7M
Improved from -Rp 192.6M (W2)
Section One · Sales Overview

May 2026 Sales Readout · MTD 1–16 May

Performa Sales 16 hari pertama Mei. Maiimi B2C Ecom 52.78% to target dengan projection +Rp 16.99M (on track). Mini Maiimi B2C Ecom 37.47% dengan projection -Rp 24.66M (improving dari minggu lalu -Rp 41.7M). Total company forecast Rp 1.082B (94.12% to target) — naik dari forecast minggu lalu Rp 957.4M.

May MTD · 1-16 May 2026

Rp 582.7M Total Sales

16 of 31 days · 51.6% time elapsed Combined target Rp 1.150B 50.67% to target 15 days remaining
Maiimi B2C Ecom MTD
Rp 395.9M
52.78% to Rp 750M · projection Rp 766.99M · +Rp 16.99M
Mini Maiimi B2C Ecom MTD
Rp 33.7M
37.47% to Rp 90M · projection Rp 65.34M · -Rp 24.66M
B2C Ecom Daily Avg
Rp 26.85M
Maiimi 24.74M · Mini 2.11M
Remaining Days
15
Optimis target Rp 26.6M / Rp 3.2M daily
Daily Sales Trend

Maiimi B2C Ecom · May vs April

May Avg Rp 24.6M April Avg Rp 24.6M Daily Target Rp 24.2M
May MTD Total
Rp 395.9M
16 days · 52.78% to target
Projection End-Month
Rp 767.0M
+Rp 17M vs target · on track
Daily Avg
Rp 24.74M
vs target Rp 24.19M · +2.3%
Daily Sales Trend

Mini Maiimi B2C Ecom · May vs April

May Avg Rp 1.56M April Avg Rp 1.73M Daily Target Rp 2.90M
May MTD Total
Rp 33.7M
16 days · 37.47% to target
Projection End-Month
Rp 65.3M
-Rp 24.7M vs target · improving
Daily Avg
Rp 2.11M
vs target Rp 2.90M · -27.3%
Channel Mix · May MTD

Maiimi B2C Ecom

Shopee
65.1%
Rp 257.7M
TikTok
29.4%
Rp 116.6M
Tokopedia
5.5%
Rp 21.6M
Channel Mix · May MTD

Mini Maiimi B2C Ecom

Shopee
74.8%
Rp 25.2M
TikTok
13.8%
Rp 4.67M · 103.7% to target
Tokopedia
11.4%
Rp 3.85M
Daily Detail · Maiimi B2C Ecom

May 1–16 Breakdown · Daily Target Rp 24.19M

Date Shopee Tokopedia TikTok Total vs Target
Fri, 1 May16,787,000344,0007,062,00024,193,000-548
Sat, 2 May9,968,000803,0007,133,00017,904,000-6,289,548
Sun, 3 May13,635,000653,0005,397,00019,685,000-4,508,548
Mon, 4 May14,110,0001,097,0009,362,00024,569,000+375,452
Tue, 5 May36,954,0002,047,00010,710,00049,711,000+25,517,452
Wed, 6 May17,004,0002,604,0006,288,00025,896,000+1,702,452
Thu, 7 May19,885,0001,190,0008,907,00029,982,000+5,788,452
Fri, 8 May14,037,000814,0004,291,00019,142,000-5,051,548
Sat, 9 May12,790,000566,0006,125,00019,481,000-4,712,548
Sun, 10 May12,165,0003,310,0008,612,00024,087,000-106,548
Mon, 11 May15,679,0001,117,0008,860,00025,656,000+1,462,452
Tue, 12 May16,360,0002,145,0006,072,00024,577,000+383,452
Wed, 13 May16,926,0001,453,0009,508,00027,887,000+3,693,452
Thu, 14 May17,068,000861,0003,960,00021,889,000-2,304,548
Fri, 15 May15,210,0001,377,0008,001,00024,588,000+394,452
Sat, 16 May9,096,0001,255,0006,267,00016,618,000-7,575,548
Total MTD 257,674,000 21,636,000 116,555,000 395,865,000 52.78% target
Daily Detail · Mini Maiimi B2C Ecom

May 1–16 Breakdown · Daily Target Rp 2.90M

Date Shopee Tokopedia TikTok Total vs Target
Fri, 1 May656,000668,00001,324,000-1,579,226
Sat, 2 May1,066,000135,00001,201,000-1,702,226
Sun, 3 May459,000199,000405,0001,063,000-1,840,226
Mon, 4 May344,0000329,000673,000-2,230,226
Tue, 5 May3,618,000199,000523,0004,340,000+1,436,774
Wed, 6 May1,538,000135,000290,0001,963,000-940,226
Thu, 7 May470,00075,0000545,000-2,358,226
Fri, 8 May868,000199,00001,067,000-1,836,226
Sat, 9 May1,775,0000199,0001,974,000-929,226
Sun, 10 May1,117,000459,000405,0001,981,000-922,226
Mon, 11 May1,710,00001,978,0003,688,000+784,774
Tue, 12 May4,223,000324,000264,0004,811,000+1,907,774
Wed, 13 May2,611,00075,00075,0002,761,000-142,226
Thu, 14 May1,786,000651,00065,0002,502,000-401,226
Fri, 15 May1,575,000135,00001,710,000-1,193,226
Sat, 16 May1,395,000593,000135,0002,123,000-780,226
Total MTD 25,211,000 3,847,000 4,668,000 33,726,000 37.47% target
Sales Overview · Weekly Review (1–16 May)
  • Maiimi on track: 52.78% to target di 51.6% time elapsed · projection Rp 767M (+Rp 17M dari target) · 9 dari 16 hari hit target
  • Maiimi Tuesday spikes konsisten: 5 May Rp 49.7M & 12 May Rp 24.6M — Tuesday jadi pattern best-day, replicate trigger untuk hari lain
  • Maiimi TikTok scaling well: Share TikTok naik dari 25.8% (1-10) ke 29.4% (1-16) — channel growth momentum
  • Mini Maiimi improving signifikan: projection gap -Rp 24.7M (vs minggu lalu -Rp 41.7M) — week 2 hit target 2x (11 & 12 May)
  • Mini TikTok overperforming target: 103.7% to target (Rp 4.67M vs Rp 4.5M) — TikTok jadi bright spot Mini Maiimi, scale lebih agresif
  • Mini Maiimi weak weekend pattern: Sat-Sun konsisten miss target, kecuali long weekend — perlu weekend-specific campaign
  • Shopee dominasi: Maiimi 65.1%, Mini Maiimi 74.8% — diversifikasi channel masih jadi PR Q3
  • Remaining 21 days: Maiimi butuh Rp 24.0M/day (achievable), Mini butuh Rp 3.5M/day (2.3x current pace)
Target Revenue Contribution · May 2026

Rp 1.150B Total Company Target

B2C + B2B + Hampers Current actual + forecast Rp 957.4M (83.3%)
Maiimi B2C Ecom
Rp 750M
Forecast Rp 761.8M · ON TRACK
Maiimi B2B Retail
Rp 200M
Actual Rp 127M · 63.5% MTD
Maiimi B2B Hotel
Rp 40M
Rp 0 actual · belum start
Mini Maiimi B2C Ecom
Rp 90M
Forecast Rp 48.3M · AT RISK
Mini Maiimi Hampers
Rp 60M
Actual Rp 20.3M · 33.9% MTD
Mini Maiimi B2B Retail
Rp 10M
Belum tracked
Section · Live Performance

Maiimi Live Performance Overview

Performance Live Shopping Maiimi gabungan TikTok Live & Shopee Live. Period: 1–14 Mei 2026 (14 hari). Total Live GMV Rp 115.45M dari 714 orders dan 894 items sold, dengan Shopee dominate 65.6% kontribusi.

Live Performance Overview · 1–14 May 2026

Rp 115.45M Total Live GMV

57.72% to Live GMV Target Rp 200M 14 days period Run-rate Rp 8.25M / day Projection Rp 255.7M (127.84% target)
Total Live GMV
Rp 115.45M
57.72% to Rp 200M target · on pace to exceed
Total Live Orders
714
Avg 51 orders / day
Total Items Sold
894
IPT 1.25 · low cross-sell
Avg GMV / Hour
Rp 498K
Across all live sessions
Live GMV Contribution · 1–14 May

Shopee vs TikTok Split

Total Rp 115.45M Shopee dominant 65.6%
Shopee Live GMV
65.6%
Rp 75.74M · 443 orders
TikTok Live GMV
34.4%
Rp 39.71M · 271 orders
% to Live Target
57.72%
Rp 200M target · on pace to exceed
Channel 01 · TikTok Live Performance

Rp 39.71M Gross GMV

118 live sessions 231:17:56 total duration Avg duration 1:57:37 per session
Gross GMV
Rp 39.71M
Direct GMV Rp 0 · all from live
Total Orders
271
Avg 2.30 orders / session
Total Items Sold
309
IPT 1.14 · room for cross-sell
Avg GMV / Session
Rp 336K
Avg GMV/hour Rp 171,675
TikTok Live Engagement & Conversion
Metric Total Avg / Session Notes
Live Sessions118—8.4 sessions/day average
Live Duration231:17:561:57:37~2 hours per session
Total Views21,840185.08Per session views
Avg View Duration—0:00:4141 detik avg watch time
Product Impressions108,417918.79High exposure per session
Total Product Clicks3,93733.363.63% CTR (clicks/impressions)
Live CTR% (Views → Product Click)18.03%Strong viewer engagement
Live CTOR% (Product Click → Order)6.88%Conversion needs improvement
Channel 02 · Shopee Live Performance

Rp 75.74M Total GMV

119 live sessions 231:58:58 total duration Avg duration 1:56:58 per session
Total GMV
Rp 75.74M
1.9x lebih besar dari TikTok Live
Total Orders
443
Avg 3.72 orders / session
Total Items Sold
585
IPT 1.32 · slightly better than TikTok
Avg Order Value
Rp 171K
vs TikTok kalkulasi (Rp 39.71M/271)
Shopee Live Engagement & Conversion
Metric Total Avg / Session Notes
Live Sessions119—8.5 sessions/day average
Live Duration231:58:581:56:58~2 hours per session
Total Views6,77156.90Lebih rendah dari TikTok (185)
Total Viewers1,0919.17Unique viewers per session
Avg View Duration—0:01:421 menit 42 detik avg watch
Total Comments1,77214.89High engagement quality
Total Add to Cart (ATC)1,60013.45Strong intent signal
Total Orders4433.7227.69% ATC → Order conversion
Live CTR% (Views → ATC)23.63%Higher than TikTok (18.03%)
Live CTOR% (ATC → Order)27.69%Much better than TikTok (6.88%)
Side-by-Side Comparison

TikTok Live vs Shopee Live · Performance Benchmark

Metric TikTok Live Shopee Live Winner
Total GMVRp 39.71MRp 75.74MShopee (1.9x)
Total Orders271443Shopee (1.6x)
AOVRp 147KRp 171KShopee
Live Sessions118119Equal
Avg GMV/SessionRp 336KRp 636KShopee (1.9x)
Avg GMV/HourRp 171KRp 326KShopee (1.9x)
Avg Views/Session185.0856.90TikTok (3.25x)
Avg View Duration41 sec1:42Shopee (2.5x longer)
Live CTR%18.03%23.63%Shopee
Live CTOR%6.88%27.69%Shopee (4x)
IPT (Items per Transaction)1.141.32Shopee

Live Performance Insights · 18 May Weekly Review

  • On pace to exceed target: 57.72% to Rp 200M dalam 14 hari (45% time elapsed) → projection Rp 255.7M (127.84% target). Live channel adalah performer terbaik Maiimi minggu ini
  • Shopee Live = engine utama (65.6%): 1.9x lebih besar GMV dari TikTok dengan jumlah session hampir sama (119 vs 118) — efisiensi per session jauh lebih tinggi
  • Conversion gap huge: Shopee CTOR 27.69% vs TikTok 6.88%: Shopee 4x lebih baik convert click ke order — audience Shopee Live lebih qualified/ready-to-buy
  • TikTok strong reach, weak conversion: Avg 185 views/session (3.25x Shopee) tapi cuma 271 orders. Watch duration 41 sec (vs Shopee 1:42) — viewer tidak engaged sampai pitch closing
  • Shopee high-intent audience: 1,600 ATC dari 6,771 views (23.63% CTR) · 443 orders dari ATC (27.69% CTOR) · 1,772 comments — audience aktif terlibat
  • IPT rendah di kedua platform: TikTok 1.14, Shopee 1.32 — bundling opportunity belum optimal. Single-item purchase dominate
  • Live frequency healthy: ~8.5 sessions/day di kedua platform · ~2 jam per session — schedule sudah optimal, focus next: improve quality per session
  • TikTok action items: Improve hook & opening 30 detik untuk retain viewer · push ATC behavior · simplify CTA
  • Shopee action items: Scale up — momentum & unit economics sangat positif. Test increase session duration atau add session slot
  • Cross-platform learning: Apply Shopee's engagement playbook (comments, ATC behavior) ke TikTok untuk close conversion gap
Section Two · Marketing Maiimi

Marketing Maiimi · May (1–18 May)

Performance Instagram & TikTok (organik + paid), Shopee Video performance, affiliate performance lintas channel (Shopee & TikTok), serta status Affiliate Activation & KOL pipeline. Period 1–18 May, 18 of 31 days (58% through the month).

Instagram · May 2026 · Performance Update Day 1–18

IG On Pace — Reach, Impression & Engagement Healthy

18 of 31 days· 58% through the month· 3 of 4 metrics on pace
Total Reach
1,525,207
61.0% to target · on pace
Total Impressions
2,458,039
54.6% to target · on pace
Engagement
1,824
91.2% to target · ahead
ER % (Avg)
4.7%
133.5% to target · overperforming
Reach Breakdown by Source
SourceReachImpressionsShare
Organik22,65844,7281.5%
Meta (paid)1,429,1302,088,04593.7%
CPAS73,419325,2664.8%
Total1,525,2072,458,039100%
What's Working — Instagram (May so far)
  • Short Reels <10s mendominasi reach & share — impression & distribusi lebih tinggi vs storytelling panjang
  • Storytelling product feature = save tertinggi — audiens menyimpan konten yang educate atau inspire
  • Giveaway = engagement tertinggi — mix 9 products ER 10.9%, jauh di atas rata-rata 3.5%
TikTok · May 2026 · Performance Update Day 1–16

TikTok Overperforming — Reach & Impressions Above Target

16 of 31 days· 52% through the month· Status: OVERPERFORMING
Total Reach
281,166
107.5% to target · overperforming
Total Impressions
368,800
127.8% to target · overperforming
Engagement
3,525
39.5% to target · monitor
ER % (Avg)
4.7%
117.9% to target · ahead
TikTok Source Breakdown
SourceImpressionsEngagementShare (Impressions)
Organic24,1542916.5%
GMV Max344,6463,32793.5%
Total368,8003,525100%
What's Working — TikTok
  • Storytelling + visual bagus = top content — format ini konsisten perform di TikTok audience
  • UGC / direct talk close second — performa bagus tapi sedikit di bawah storytelling
  • Short video TikTok underperform vs IG — format belum proven, pause dulu
Monthly target reference: IG reach 2.5M · IG impressions 4.5M · IG engagement 2,000 · TikTok reach 261,620 · TikTok engagement 8,929
Shopee Video Performance · Maiimi

Shopee Video +296% WoW — Long Weekend Spike

April vs 1–18 May comparison· Spike Rp 429K · 14 May (long weekend)
April · Baseline
Penjualan
Rp 2.80M
26 pesanan
Produk Terjual
26
1.0 produk/order
Penonton
3,852
Total reach
Penonton Efektif
3,524
Durasi avg 00:00:06
May 1–18 · Current
Penjualan
Rp 1.32M
10 pesanan · trending up
Produk Terjual
10
1.0 produk/order
Penonton
1,699
Total reach
Penonton Efektif
1,604
Durasi avg 00:00:07
Current Status
  • Shopee Video naik sekitar +296% WoW (Rp 333K → Rp 1.31M). Spike terbesar saat periode long weekend di tanggal 14 May (Rp 429K). Pattern Shopee Video butuh waktu untuk naik dan generate sales.
Action Plan
  • Replicate performing content → Scale 3 video Shopee/day. Identifikasi top-3 video periode 14 May (long weekend) sebagai template, lalu produksi 3 video harian dengan format serupa untuk sustain momentum.
Affiliate Performance · Shopee + TikTok · May 1–18

Rp 84.66M Total Affiliate GMV

617 total orders· Shopee 469 · TikTok 148· Live GMV belum tracked di kedua channel
Total GMV
Rp 84.66M
Shopee Rp 65.04M · TikTok Rp 19.62M
Total Orders
617
TikTok 148 · Shopee 469
AOV TikTok
Rp 132,537
Avg daily 4.77 orders
AOV Shopee
Rp 138,688
Avg daily 15.13 orders
Shopee Affiliate · Detail Breakdown

Rp 65.04M Total Shopee GMV

461 buyers (371 new)· Medsos-driven (Live belum tracked)
GMV Breakdown by Channel
Medsos GMV
Rp 54.19M
83.3% contribution
Live GMV
—
Not yet tracked
Video GMV
Rp 10.85M
16.7% contribution
Est. Commission
Rp 3.08M
4.74% of GMV
Engagement & Buyer Metrics
Avg Order Value
Rp 138,688
Per order average
Clicks
12,965
% Conversion 3.62%
Orders
469
Avg daily 15.13 orders
Total Buyers · New
461 · 371
80.5% new buyer rate
TikTok Affiliate · Detail Breakdown

Rp 19.62M Total TikTok Affiliate GMV

63 affiliates with GMV (1.78% of 3,546 active)· Conversion masih tipis
GMV Breakdown by Format
TT Live GMV
—
No live activity
TT Video GMV
Rp 14.01M
71.4% contribution
TT Product Cart GMV
Rp 5.61M
28.6% contribution
Est. Commission
Rp 1.27M
6.47% of GMV
Affiliate Pool & Activity
Affiliate Active
3,546
Total pool
Affiliate with GMV
63
1.78% conversion (Active → GMV)
Video · Live Affiliate
0 · 0
Not yet tracked separately
Affiliate Activation · Current Status

Pipeline & Production

Total Approach
273
Affiliates contacted
Sample Sent
33
NUTC: 20 Affiliates
NIB + BB: 13 Affiliates
Content Production
Video Monthly: 190 Video
Video New Affiliate: >6 Video
Conversion: 273 → 33 (12.1%) approach to sample sent
KOL Activation

4 KOL · Total Rp 70M

Staycation Arrange
Titan Tyra (via @olivialazuardy)
@olivialazuardy · IG · Date TBA
Rp 51,500,000
SOW: 1 Reels + Code Voucher
On Negotiation
Karen Oct
@karenoct_ · IG · 24 May
Rp 15,000,000
SOW: 1 Reels + IG Story Session
Send Product
Zalfa Nadhira
@zalfanadhiraa · TikTok · 24 May
Rp 3,000,000
SOW: 1 Video TikTok + YC + Boost Code
Send Product
Salsa Rudisk
@tuhsal · IG · 25 May
Rp 500,000
SOW: 1 Reels Collab with Maiimi + IG Story Tap Link
Marketing Maiimi · Weekly Review
  • IG ER 4.7% jauh di atas target (133.5%): giveaway dengan ER 10.9% adalah leverage utama — pertimbangkan ritme giveaway bulanan untuk sustain ER
  • TikTok overperforming reach (107.5%) tapi engagement 39.5%: reach quality bagus tapi konversi engagement masih lemah — evaluasi CTA & hook per format
  • Shopee Video +296% WoW: momentum positif setelah long weekend — action plan replicate performing content + scale 3 video/hari
  • Affiliate Live GMV masih Rp 0 di kedua channel: Live shopping affiliate opportunity besar belum dieksekusi — koordinasi team Live Shopping
  • TikTok affiliate conversion 1.78% vs Shopee 3.62%: gap conversion 2x — review kualitas affiliate TikTok atau format konten
  • Affiliate dengan GMV hanya 63 dari 3,546 active TikTok (1.78%): mayoritas idle — perlu activation program atau filtering pool
  • KOL budget Rp 70M heavy ke Titan Tyra (74% share): single point of failure — pastikan deliverables & timing tight
Section Three · Marketing Mini Maiimi

Marketing Mini Maiimi · 1–16 May

Performance social channel (IG & TikTok) dengan comparison vs 1–16 April, KOL pipeline status, Shopee Video performance, dan this week focus menuju SEL launch.

Instagram Mini Maiimi · 1–16 May

IG Impression 79% to Target — Reach & Profile Visit Tertinggal

Impression 79.07%· Reach 66.54%· Profile Visit 62.96%· Reach & Profile Visit declining MoM
Impressions
948,862
79.07% to target · +27.38% MoM
Reach
332,716
66.54% to target · -1.99% MoM
Profile Visit
15,739
62.96% to target · -31.01% MoM
MetricTargetActual 1–16 May% to Target1–16 Apr% Change MoM
Impression1,200,000948,86279.07%689,054+27.38%
Reach500,000332,71666.54%339,333-1.99%
Profile Visit25,00015,73962.96%20,620-31.01%
TikTok Mini Maiimi · 1–16 May

TikTok Mixed — Product Click Overperforming 763%

Reach & Engagement drop >100% MoM· Product Click far exceeding target
Reach
43,976
63.43% to target · -101.77% MoM
Engagement
507
28.00% to target · -162.52% MoM
Product Click
5,810
763.65% to target · overperforming
MetricTargetActual% to Target1–16 Apr% Change MoM
Reach69,33543,97663.43%88,730-101.77%
Engagement1,81150728.00%1,331-162.52%
Product Click7615,810763.65%2,9400.00%
KOL, Affiliates, UGC Status · W2 May

289 Approach · 37 Sample Sent

Approach
289
Affiliate (TikTok & Shopee)
KOL Affiliate (TikTok & IG)
Sample Sent
37
12.8% conversion approach to sample
KOL Dealing
F. Kamila — Rp 4,500,000 (on progress nego)
SOW: 1 Reels Mirror TikTok + Collab Post + IGS Tap Link

Kak Asti (Rumah Salamah) — Rp 2,500,000 (on progress nego)
SOW: 1 Reels Mirror TikTok + Collab Post + IGS Tap Link
Hampers Support
Belum ada lagi, masih mencari — blocker untuk SEL launch
This Week Focus · Road to SEL Launch

5 Priorities

1. Finalize Brief KOL untuk SEL
Waiting approval
2. Listing Jastip & PR Package
On progress, dibantu Anggun · PR Package untuk SEL
3. Copy Blast Promo Hampers
Disc 5%
4. Banking Content Road to SEL
Content stock untuk launch window
5. Prepare Copy & Design E-commerce
Referensi design untuk SEL launch
Mini Maiimi Shopee Video Update · 1–18 May 2026

Rp 1.46M Penjualan dari 6 Pesanan

1,095 effective viewers (>3 detik)· Conversion 0.55% — needs review
Penjualan
Rp 1,457,608
6 pesanan
Produk Terjual
9
Avg 1.5 produk/order
Penonton
1,088
Total reach
Penonton Efektif
1,095
>3 detik · durasi avg 00:00:07
Marketing Mini Maiimi · Weekly Review
  • IG Impression naik 27% MoM tapi Profile Visit turun 31%: awareness naik, intent turun — bottleneck di hook/CTA atau bio profile refresh
  • TikTok Reach & Engagement turun >100% MoM: drop signifikan — investigasi algoritma, posting cadence, atau format issue
  • TikTok Product Click 763% to target: intent-to-buy signal kuat meski reach turun — audiens qualified, pertahankan content yang drive product click
  • Hampers partnership masih kosong: blocker untuk SEL launch — escalate ke CICE/B2B team
  • Shopee Video conversion 0.55% (6 dari 1,095): jauh di bawah affiliate Shopee (3.62%) — review CTA & product highlight
  • KOL budget Mini Maiimi hanya Rp 7M nego: tipis untuk drive SEL launch — usulkan top-up atau leverage cross-brand KOL
Section Four · CICE

Customer Insight & Community Engagement

Update aktivitas CICE minggu ini: Mimi x Berkesah research progress, Maiimi x MIL survey, Somerset B2B follow-up, support Mini Maiimi SEL launch, dan Maiimi Home Yoga Retreats prep (23–24 May).

Project Update · Mimi x Berkesah

1. Mimi x Berkesah

Status: ON TRACK· Project masih on track & kemungkinan selesai sesuai timeline
Current Progress
  • 1 IDI scheduled for tomorrow morning
  • Setelah sesi selesai, Berkesah akan lanjut present hasil/update progress
Next Step
  • Schedule follow-up meeting next week
Project Update · Survey Maiimi x MIL

2. Survey Maiimi x MIL

Status: SOFTWARE ISSUE· Manual check required · Distribution ±2 minggu
Current Progress
  • Ada beberapa kendala dari software MIL yang dipakai untuk survey
  • System cukup sering ter-reset, jadi progress harus rutin di-check manually
Update
  • Desain survey insert untuk dimasukkan ke paket sudah selesai hari ini & siap print
Timeline
  • Survey akan disebarkan selama ±2 minggu (menyesuaikan average survey collection period)
B2B Follow Up · Somerset Berlian Jakarta

3. Somerset Berlian Jakarta, B2B Follow Up

Status: WAITING RESPONSE· Risk of losing partnership window
  • Menunggu follow up terkait potential B2B collaboration
  • Risk: Jika tidak ada potential alignment / progress, mereka akan move kerja sama ke brand lain
Launch Support · Mini Maiimi SEL

4. Support Mini Maiimi SEL Launch

Product seeding to 20 jastip· Body Lotion launch 25 May
Support This Week
  • Support ka Lia untuk launching Mini Maiimi Body Lotion
  • Product seeding ke: 20 jastip
Event Support · Maiimi Home Yoga Retreats

5. Maiimi Home Yoga Retreats 23–24 Mei

Status: T-5 DAYS· Last-minute brand partnership push
Support This Week
  • Continue best efforts untuk reach out brand partnership/support, less than 5 days. Maksimalkan last-minute collaboration opportunities
  • This week support untuk operational retreats
CICE · Weekly Review
  • MIL software instability adalah systemic risk: survey collection bisa terganggu — perlu backup plan (manual entry atau alternative tool)
  • Somerset B2B di ujung tanduk: tanpa follow-up cepat, partnership hilang — escalate ke decision maker minggu ini
  • Maiimi Home Retreats T-5: brand partnership belum closed: revenue/cost-offset opportunity terlewat — pertimbangkan partner yang lebih cepat respon meski lebih kecil
  • 20 jastip seeding untuk SEL launch: conversion rate jastip historis perlu di-track sebagai benchmark untuk launch berikutnya
  • Mimi x Berkesah on track: pastikan output research bisa langsung feed ke product development & marketing roadmap Q3
Section Five · Product Development

Product Development Updates

Status pipeline produk baru, reformulasi, dan launch readiness lintas brand (Maiimi, Mini Maiimi, B2B). Update Week 3 Focus & May Focus untuk eksekusi.

Week 3 Focus · Active Updates

5 Projects In Progress

Sampling, approval & feedback phase· 1 active bottleneck (NUTC packaging)
Approval Phase
Project 01 · Maiimi · Romantic Series
Rose Champagne & Moonlight Jasmine Bath Bomb
  • Product approval (color & fragrance) + internal panel test
  • BPOM Submission in progress
Project 02 · Mini Maiimi · Little Essentials Collab
Mini Maiimi x Little Essentials
  • Product feedback collection
  • Packaging sampling
Bottleneck
Project 03 · Maiimi · NUTC Anti Dandruff
NUTC Anti Dandruff — Packaging Color Issue
  • Formula pricing update
  • Bottleneck: Packaging color issue (MOQ 30k for requested bottle color)
  • Decision needed: ganti color (faster) vs commit MOQ (cash tied up)
Testing
Project 04 · Maiimi · Body Care Line
Body Lotion & Body Wash
  • Formula internal panel test (create form)
  • Feedback formula in progress
Meeting Phase
Project 05 · Maiimi x MAD Collab
Maiimi x MAD
  • Meeting with Kulturassia & MAD GD Team
  • Grand Launching 25 September
May Focus · Critical Deliverables

3 Key Milestones

Sampling, approval & launch prep
Soulmade Everyday Lotion
25 May
Target deadline · production close
Rose & Jasmine BB
Product Approval
Color & fragrance sign-off
Mini Maiimi × Little Essentials
Product Approval
Sampling & approval phase
Launch Roadmap · Per Brand

Product Launch Pipeline

Maiimi · Mini Maiimi · B2B· May–September 2026
BrandProductLaunch DateType
MaiimiRose Champagne & Moonlight Jasmine Bath Bomb25 JuneRomantic Series
MaiimiMaiimi × MAD25 SeptemberGrand Launching
MaiimiNUTC Anti DandruffJulyNew SKU
Mini MaiimiSoulmade Everyday Lotion11 May (Product Ready)New SKU
Mini MaiimiMini Maiimi × LE Bath Bomb20 JuneCollaboration
Mini MaiimiMini Maiimi Gifting Project25 JuneSpecial Project
B2BMaiimi × Adelle Jewellery7 MayMining Project
B2BCustomize Bath BombJuneCustom Project
B2BMaiimi × Ritz CarltonNEW partnershipPremium Hospitality
Decisions & Risks · Weekly Review
  • NUTC Packaging bottleneck (MOQ 30k): blocker untuk launch July — eskalasi decision: ganti color (faster) atau commit MOQ (cash tied up). Perlu pricing impact analysis
  • Romantic BB launch 25 June: impact ke marketing campaign June & affiliate seeding timeline — koordinasi marketing team untuk launch prep
  • Maiimi × Ritz Carlton NEW partnership: potensi premium positioning — perlu kick-off meeting, scope, dan timeline confirmation
  • Soulmade Everyday Lotion launch 25 May (T-7 days): coordinate dengan CICE jastip seeding (20 jastip) + Mini Maiimi marketing prep
  • Mini Maiimi heavy load Juni: 3 launch dalam sebulan (20 & 25 June) — pastikan operation & marketing capacity siap
  • Maiimi × MAD 25 September: masih jauh tapi grand launching butuh lead time — kick-off marketing plan dari sekarang
  • Adelle Jewellery 7 May: cek status delivery dan readiness untuk activation
Section Six · Operation

Operation Updates · April 2026

Laporan COGS & OPEX bulan April 2026 dengan accuracy tracking vs budget, plus 5 focus items operasional minggu ini.

April 2026 · Headline Performance

COGS Over Budget 5.3pp · OPEX Under Budget 0.4pp

Revenue Rp 364M (COGS book) · Rp 410.85M (OPEX book)· Revenue figure discrepancy perlu reconciliation
COGS / Revenue
37.28%
Budget 32% · over budget 5.28pp
OPEX / Revenue
2.85%
Budget 3.20% · under budget 0.35pp
Packing Error Rate
0.002%
7 dari 3,583 orders
Revenue April
Rp 364M
Accuracy -68.35% vs Rp 1.15B target
COGS Contribution · April 2026

COGS Rp 135.7M dari Budget Rp 368M

36.87% budget absorption· COGS Sales jadi line item terbesar (90% of COGS)
Category Budget (Rp) Actual (Rp) % to COGS Accuracy
COGS Sales 333,500,000 122,199,573 90.05% 53.41%
COGS MKT 17,250,000 4,804,230 3.54% 24.31%
Complimentary 5,750,000 4,119,119 3.04% 68.60%
Salary & Overtime 11,500,000 4,574,546 3.37% 36.74%
COGS Total 368,000,000 135,697,468 100.00% —
COGS / Revenue % 32.00% 37.28% Over budget 5.28pp
OPEX: Operational Contribution · April 2026

OPEX Rp 11.7M dari Budget Rp 36.8M

31.84% budget absorption· OPEX/Revenue 2.85% — under budget
Category Budget (Rp) Actual (Rp) % to Operational Accuracy
Office Supplies (Stationery, Printing, Household) 22,080,000 5,322,656 45.43% -1.04%
Transport Expenses (Fuel, Parking, Tol) 8,832,000 2,997,438 25.58% 4.04%
Fulfillment Delivery 5,888,000 3,397,000 28.99% -5.83%
OPEX Total 36,800,000 11,717,094 100.00% -0.42%
Operational / Revenue % 3.20% 2.85% Under budget 0.35pp
This Week Focus · Operation

5 Operation Priorities

Quality control · Cost reduction · Project readiness
1. Packing Accuracy
  • 0.002% error rate — 7 packing errors dari 3,583 orders. Threshold quality terjaga, monitor untuk identify root cause 7 cases tersebut.
2. Efficiency & Cost Reduction
  • Identifikasi opportunity cost reduction lintas line item, khususnya COGS Sales yang over budget
  • Review accuracy 53.41% — gap nominal COGS Sales perlu deep-dive (raw material vs production yield)
3. COGS 32% · OPEX 3.2% (Target)
  • April actual: COGS 37.28% (over 5.28pp) · OPEX 2.85% (under 0.35pp)
  • Net impact: COGS overrun more than offset OPEX savings — focus on COGS optimization
4. Project Keychain — New Bath Bomb
  • Checking progress dan readiness keychain untuk launch Bath Bomb baru (Rose Champagne & Moonlit Jasmine, 25 June)
5. Project Booth — MnM & Imbex
  • Checking progress booth untuk MnM dan Imbex event
  • Coordinate dengan team Marketing & CICE untuk activation plan
Operation · Weekly Review
  • COGS Sales over budget signifikan: accuracy 53.41% menunjukkan deviation besar antara budget dan actual — kemungkinan related ke yield production atau pricing raw material
  • OPEX under budget healthy: 2.85% vs budget 3.20% — namun fulfillment delivery accuracy -5.83% perlu monitor, jangan sampai under-spending impact service quality
  • Packing accuracy 0.002% excellent: threshold operational sangat baik — pertahankan dan dokumentasikan SOP untuk SEL launch volume spike
  • Revenue discrepancy Rp 47M: COGS book Rp 364M vs OPEX book Rp 410.85M — reconciliation dengan Finance team minggu ini
  • Project keychain & booth time-sensitive: Bath Bomb launch 25 June + MnM/Imbex butuh PIC clarity dan timeline commit
Section Seven · HR / People & Culture

HR & People · Week of 18 May

Update recruitment pipeline, Maiimi Home Retreats prep (23–24 May), employee engagement, dan compliance milestones.

Update · Ongoing Activities

What's In Progress

1
Employee Contracts
On going process · finalisasi kontrak karyawan
2
Recruitment Pipeline
Growth Marketing (2 cdd case study) · KOL Intern (2 cdd screening interview)
3
Hiring Teacher Yoga
Fira hired · 2 cdd on discussion + scheduled demo class
4
Maiimi Home Retreats (23–24 May)
6 KOL deal · 4 participants confirmed · Hiace booked · Brand tap in on progress
5
Employee Engagement
On process booking badminton court
This Week · Focus & Priorities

What's Getting Done

1
Fulfill Recruitment Needs
Priority Growth Marketing · close case study round
2
Finalize MH Retreats Needs
Printing (Tata) · payment breakdown (kak Rosina) · LAST CALL participants · KOL sourcing
3
Attendance & Payroll Calculation
Process attendance data & payroll prep untuk siklus berikutnya
4
Finalize HR Compliance
Employee contracts yang belum 1:1 · dokumen & proses compliance HR
5
Compile KPI April 2026
Pengumpulan & rekap KPI seluruh team untuk April
Cross-Functional Notes · Weekly Review
  • HR Compliance finalize: pastikan deadline jelas dan dependencies dari department lain tidak block
  • Inside Maiimi execution: coordinate dengan team Marketing & CICE untuk internal communication
  • KPI April compile: output ini akan jadi input untuk performance review & evaluasi reward mid-year
  • Growth MKT sourcing: update timeline expected closure agar Marketing team bisa plan capacity
  • Yoga teacher: update progress diskusi Fira — Q2 wellness program execution
Key Discussion Points — Senin Meeting
  • MH Retreats T-5 days dengan hanya 4 participants confirmed: revenue gap vs target — pertimbangkan offer last-minute discount atau invite internal stakeholders
  • Growth Marketing recruitment priority: 2 cdd di case study stage — turnaround time penting, role ini critical untuk performance marketing scaling
  • HR Compliance contracts belum 1:1: legal/audit risk — perlu deadline firm untuk completion sebelum end of May
  • Yoga Teacher pipeline (1 hired Fira + 2 progress): capacity untuk MH expansion sudah build — alignment dengan MH calendar planning
  • Brand tap-in MH masih on progress: overlap concern dengan CICE workstream — koordinasi siapa yang lead
  • KPI April compilation: deadline untuk feed performance review cycle — koordinasi dengan setiap department PIC
Section Eight · Finance

Marketing Spend & Budget Tracking

Budget vs Actual Spend MTD per brand — auto-pulled from Spending Tracker. Status efisiensi spending Maiimi & Mini Maiimi, breakdown per channel performance, growth, dan experiment bucket.

Marketing Spend Summary · May MTD

Rp 77.04M Total Spend

Combined Maiimi + Mini Maiimi· Total Budget Rp 337M· 22.86% utilization
Maiimi Marketing Spend
Rp 66.86M
16.89% Spending/Sales · Rp 395.87M sales
Maiimi Budget Utilization
39.80%
vs Budget Rp 168.5M
Mini Maiimi Marketing Spend
Rp 9.24M
27.39% Spending/Sales · Rp 33.73M sales
Mini Maiimi Budget Utilization
5.90%
Major underspend · vs Budget Rp 168.5M
Marketing Spend Breakdown

Maiimi · Per Category

Total Rp 67.05M
Shopee Ads
48.3%
Rp 32.4M · biggest spend
Meta Ads
26.3%
Rp 17.7M
TikTok Ads
18.4%
Rp 12.3M
Marketing Spend Breakdown

Mini Maiimi · Per Category

Total Rp 9.99M
Meta Ads
57.1%
Rp 5.7M · dominant
Shopee Ads
19.5%
Rp 1.95M
TikTok Ads
12.0%
Rp 1.20M
Budget vs Actual Spend · Auto-pulled from Spending Tracker

Maiimi Marketing Budget Detail

Sales Maiimi: Rp 395,865,000· Spending: Rp 66,864,477· Spending/Sales: 16.89%
BucketCategoryBudget (Rp)Spend YTD (incl PPN)Variance (Rp)Spending %
PerformanceMeta Ads35,000,00017,663,77517,336,22550.50%
PerformanceTikTok Ads25,000,00012,348,86912,651,13149.40%
PerformanceShopee Ads50,000,00032,376,29117,623,70964.80%
PerformanceAffiliate Commission15,000,0004,284,09710,715,90328.60%
PerformanceLive20,000,000191,44419,808,5561.00%
GrowthKOL & Affiliate15,000,000184,50014,815,5001.20%
GrowthProduct Seeding5,000,000—5,000,000—
GrowthCampaign / Activation1,000,000—1,000,000—
GrowthCommunity Event1,000,000—1,000,000—
ExperimentCollaboration250,000—250,000—
ExperimentExperiment250,000—250,000—
Offline SalesOffline Sales1,000,000—1,000,000—
Total168,500,00067,048,977101,451,02339.80%
Budget vs Actual Spend · Auto-pulled from Spending Tracker

Mini Maiimi Marketing Budget Detail

Sales Mini: Rp 33,726,000· Spending: Rp 9,237,996· Spending/Sales: 27.39%
BucketCategoryBudget (Rp)Spend YTD (incl PPN)Variance (Rp)Spending %
PerformanceMeta Ads35,000,0005,704,32229,295,67816.30%
PerformanceTikTok Ads25,000,0001,202,63923,797,3614.80%
PerformanceShopee Ads50,000,0001,949,32848,050,6723.90%
PerformanceAffiliate Commission15,000,000381,70714,618,2932.50%
PerformanceLive20,000,000—20,000,000—
GrowthKOL & Affiliate15,000,000—15,000,000—
GrowthProduct Seeding5,000,000—5,000,000—
GrowthCampaign / Activation1,000,000—1,000,000—
GrowthCommunity Event1,000,000749,905250,09575.00%
ExperimentCollaboration250,000—250,000—
ExperimentExperiment250,000—250,000—
Offline SalesOffline Sales1,000,000—1,000,000—
Total168,500,0009,987,901158,512,0995.90%
Finance Insights · Weekly Review
  • Maiimi spend healthy 39.80% di 58% waktu: pace spending normal — masih ada Rp 101.5M budget remaining untuk 13 hari tersisa + ammunition June
  • Mini Maiimi major underspend 5.90% di 58% waktu: Rp 158.5M idle — perlu acceleration plan untuk SEL launch (25 May) dan brand building phase
  • Maiimi Shopee Ads 64.80% spent: channel paling progressive — sejalan dengan ROAS 8.15 yang paling efisien (April readout). Target Blended ROAS 7+
  • Maiimi Live spend gap 1.00%: channel Live kontribusi tinggi ke B2C Ecom tapi spending hampir nol — opportunity scale invest dengan Target GMV Rp 200M
  • Maiimi KOL & Affiliate idle 1.20%: Rp 14.8M variance — perlu activation plan, target CPV <Rp 50
  • Mini Maiimi spend 5.90% (Rp 9.99M of Rp 168.5M): jauh under-utilized — Mini Maiimi sekarang share budget structure yang sama dengan Maiimi
  • Mini Maiimi Shopee Ads 3.90% only: channel terbesar share-nya (Rp 50M budget) tapi spend cuma Rp 1.95M — kemungkinan root cause Mini Ecom -Rp 41.7M projection gap
  • Mini Maiimi Community Event 75% terpakai dari Rp 1M: bucket sangat kecil — perlu adjust planning atau realokasi dari bucket lain
  • Maiimi vs Mini Maiimi spend/sales (16.89% vs 27.39%): gap 10.5pp wajar di brand building phase — target convergence di Q3 setelah SEL stabilize

PT Mari Sini Bermimpi · Core Weekly Meeting

Build on Momentum · Internal Use Only