Rangkuman Biografi Doktor (HC) Martha Tilaar dalam bukunya Doktor (HC) Martha Tilaar Bagi Indonesia Perjalanan Seorang Entrepreneur Mengubah Mimpi Menyajdi Nyata

BIOGRAFI
Dr. (HC) MARTHA TILAAR
Dibuat Dalam Rangka Memenuhi UAS Bidang Studi Motivasi Usaha

Disusun oleh:
PARAMITA ANDINI 201312064

UNIVERSITAS ESA UNGGUL
Jalan Arjuna Utara No. 9, Kebon Jeruk – Jakarta Barat 11530
Telpon : (021) 5674223/5682510
Fax : (021) 5674248
Email : humas@esaunggul.ac.id dan pmb@esaunggul.ac.id

KATA PENGANTAR

Puji dan syukur saya panjatkan kepada Allah SWT yang telah melimpahkan rahmat dan hidayah-Nya sehingga penulis berhasil menyelesaikan penyusunan tugas ujian akhir semester dengan biografi seorang tokoh Dr. Martha Tilaar yang berjudul “Bagi Indonesia Perjalanan Seorang Perempuan Entrepreneur Mengubah Mimpi Menjadi Nyata”. Makalah ini disusun sebagai tugas ujian akhir Oleh karena itu, diharapkan adanya kritik dan saran yang bersifat membangun agar dalam penyusunan selanjutnya bisa lebih baik. Akhir kata, semoga makalah ini dapat bermanfaat dan memberikan sumbangsih serta termotivasi untuk membangun masyarakat Indonesia yang lebih maju.

Jakarta, 31 Agustus 2013

Tim Penulis

Sepotong Pesan dari Ibu Negara
Beliau adalah seorang ibu rumah tangga yang memiliki mimpi besar dengan berkiprah dalam bidang kecantikan tradisional hingga mampu menjadi ikon kecantikan nasional. Ibu Martha Tilaar dengan semboyannya Dream Big, Start Small and Act Now, telah berhasil tidak saja dalam mengembangkan bisnis dan menyejahterakan keluarganya, tetapi juga mampu memberikan lapangan pekerjaan bagi masyarakat sekitarnya.
Ibu Martha Tilaar adalah sosok perempuan Indonesia yang tangguh dan berbudaya yang telah berbuat untuk Bangsa dan Negaranya baik melalui produk-produk kosmetiknya yang telah menembus pasar dunia maupun dalam melestarikan budaya bangsa. Memotivasi masyarakat Indonesia terutama kaum perempuan untuk terus berusaha menggapai mimpinya. Bagi generasi muda penerus bangsa untuk melangkah kedepan dan ikut bersaing dalam era globalisasi.

Dari Penulis (Ayu Hermawan)
Lebih tepat lagi, ini sesungguhnya adalah biografi bisnis. Pikiran-pikiran imajinatif sosok entrepreunerial seorang Martha, yang mengkristal menjadi visi-visi kerja dan direalisasikan dalam passion yang tidak pernah off, dirasakan tepat bila dibagi. Idealisme Martha Tilaar adalah membangkitkan rasa percaya diri sebagai bangsa Indonesia dengan menggunakan bekal yang sudah disediakan alam Indonesia secara sebaik-baiknya. Indonesia adalah “nyonya rumah” bagi Indonesia itu sendiri. Seorang Martha Tilaar senantiasa ingin perempuan bangkit dan berdaya, ingin bangsa ini menjadi percaya diri, ingin pula berbagi pengalaman dan pikiran.

I. LATAR BELAKANG
BAGIAN I PEMBENTUKAN DIRI
Bab 1 Martha Cilik dan Wayang
Martha cilik adalah seorang anak yang terpesona oleh wayang. Di kampung halamannya, Gombong, Kebumen, Jawa Tengah, gadis berkulit sawo matang kelahiran 4 September 1937 ini berkenalan dengan wayang karena dihalaman rumah kakeknya, Eyang Pranoto Liem, sering digelar pertunjukkan wayang kulit. Wayang, dalang, dan semua pendukung terlaksananya pertunjukkan wayang kulit memberikan pemahaman bawah sadar tentang sinkronisasi dan koordinasi. Dari jalan cerita wayang yang kompleks itu, ia dapat menarik sosok-sosok tokoh yang dikaguminya.
“Betapa idealnya bila hidup berjalan dalam koridor sinkronisasi dan semua terkoordinasi secara harmonis,” kata Martha. Ia adalah seorang entrepreneur yang memadukan sinkronisasi, koordinasi, serta harmonisasi terutama antara hati, intuisi, dan rasio.
Bab2 Perempuan Mutidimensi
Berpuluh tahun kemudian, ketika Martha telah memilih jalan masa depannya, tiba masa baginya untuk menjalankan peran multidimensi dan multifungsi. Di dalamnya tercakup peran Martha sebagai entrepreneur, atasan, eksekutif, istri, dan lebih daripada itu adalah sebagai seorang ibu.
“Saya terpanggil untuk bekerja dalam tatanan yang kira-kira seperti seorang dalang melakukan koordinasi dan sinkronisasi dalam pertunjukkan wayang,” katanya.
Meski tak mungkin mencapai kondisi ideal mengingat dirinya adalah manusia biasa. Ia menaruh satu simbol sosok ideal tersebut dalam benaknya. “Saya membayangkan seorang dewi dalam mitologi Hindu, yaitu Dewi Saraswati,” katanya. Dewi Saraswati disebut sebagai Dewi Seribu Tangan. Dalam visualisasinya, Dewi ini digambarkan memiliki empat tangan. Keempat tangannya adalah simbol kebijakan manusia dalam mempelajari ilmu pengetahuan dan seni.
Martha sendiri sesungguhnya adalah pemimipi. Ia bermimpi menjadi entrepreneur. Ia juga bermimpi menjadi guru yang baik di awal masa merintis karier, kemudian menjadi istri dan ibu yang ideal. Kini, setelah sebagian besar dari mimpinya terpenuhi, ia siap melakukan transformasi dan realisasi atas mimpinya kepada orang lain.

Bab3 Pebisnis Cilik
Semasa kanak-kanak, Herna-Ibunda Martha-sudah memperkenalkan dengan dunia wiraswasta. “Karena Ibu melihat saya mempunyai masalah dalam hal kemampuan akademik akibat sering sakit-sakitan sewaktu kecil maka beliau menggali potensi lain dalam diri saya yang akan berguna sebagai bekal hidup,” kata Martha.
Herna bekerja membantu ayahnya, kakek Martha, berdagang. Kakek Martha adalah pedagang palawija sekaligus seorang levelansir yang memasok kebutuhan tangsi militer di Gombong, kota kecil di Kabupaten Kebumen. Tidak heran apa yang menjadi keahlian Herna sehari-hari itulah yang kemudian terpikirkan olehnya untuk dikeluarkan kepada Martha sebagai bekal life skill .
Bab 4 Pintu Mulai Terkuak
Persentuhan Martha dengan Titie Poerwosoenoe membuat dunia kecantikan ternyata menjadi passion baru bagi Martha. Di Amerika Serikat ia pun mengambil diploma bidang ini.
Entrepreuneurship seakan jiwa bagi Martha. Sebelum menikah, semasa masih bekerja sebagai guru SD di Theresia Jakarta 1961-1964 dan menjalani hari-hari sebagai mahasiswi IKIP Jakarta, ia terus asyik berdagang. “saya menjadi pengempit,” katanya. Pengempit adalah istilah yang berasal dari bahasa Jawa, kira-kira adalah pedagang.
Pada 1964, setelah menikah dengan Alex Tilaar dan namanya menjadi Martha Tilaar. Alex mendapat beasiswa dari USAID dan sudah berangkat setahun sebelum Martha menyusul. Kesempatan keluar negeri ini dimanfaatkan Martha untuk menggali dan memperdalam ilmu kecantikan. Sebelumnya, semasa hidup menjadi guru di Santa Theresia, Martha yang tomboi dan hobi bereneng ini dikirim Herna ke Titie Poerwosoenoe, seorang pakar kecantikan era 1960-an hingga 1970-an yang terkenal di Jakarta.
Praktis, dunia kecantikan adalah bidang baru lagi bagi Martha. Persentuhan Martha dengan Titie Poerwosoenoe membuat dunia kecantikan menjadi “passion” baru bagi Martha. Itulah sebabnya di India, Amerika Serikat, ia tak ragu untuk memiliki diploma di bidang kecantikan. Maka, ia kuliah Academy of Beauty Culture, Bloomington, Indiana sampai mencapai “licinced beautician” dari Negara bagian Indiana. Uang kuliah didapatnya dari upah bekerja sebagai baby sitter dan menjadi Avon Lady. Ia tidak memiliki bekal banyak. Alex pun hidup dengan beasiswa pas-pasan. Maka, Martha dengan gigih membantu mencari uang tambahan. Agar segera dikenal sebagai baby sitter, dengan kreatif ia mengiklankan diri.
Selesai kuliah dan mendapat lisensi sebagai beautician di Negara bagian Indiana, Amerika serikat, ia bekerja di salon kecantikan kampus Indiana University sebelum memutuskan menjadi beautician on-call, melayani pelanggan dari rumah ke rumah. “Orang Amerika itu senang di ladeni. Dengan menjadi beautician on-call, saya bisa mengarahkan kemampuan professional saya dan meladeni kebutuhan perawatan kecantikan mereka semaksimal mungkin,” tutur Martha.

BAGIAN II ENTREPRENEURSHIP SEPANJANG MASA
Bab 5 ENTREPRENEUR DARI GARASI
Usaha dimulai dengan modal satu juta rupiah, hasil menabung selama tinggal dan bekerja di Amerika Serikat, selain juga sumbangan dari ayahnya-Handana-dan adik-adiknya, Ratna dan Bambang.
Menjelang akhir tahun 1969, setelah Alex usai menjalani masa belajar dan meraih gelar doktor, Martha-mengikuti Alex-kembali ke tanah air. Ia bertekad akan berwiraswasta, memanfaatkan keahliannya di bidang kecantikan dengan mendirikan salon. Dan, ia harus berjuang keras untuk itu. Terutama, karena pada masa itu hal yang berhubungan dengan salon kecantikan masih kerap dipandang sebelah mata. “Perjuangan saya mencangkup pula upaya meluruskan pandangan tersebut, ” ujar Martha.
Dimulai dari modal 1 juta rupiah di saku, hasil menabung selama tingal dan bekerja di Amerika Serikat, selain juga sumbangan dari ayahnya-Handana-dan adik-adiknya, Ratna dan Bambang. Maka, awal tahun 1970, 3 Januari 1970, berdirilah Martha’s salon. Adalah orang tua angkatnya-penasihat akademis Alex ketika belajar di Universitas Indiana, Prof. Dr. Willis P. Porter beserta istrinya, Isabel-yang menyarankan Martha menggunakan namanya sendiri sebagai label salon.
Salon pertama tersebut mengambil tempat di garasi kediaman ayahnya, Jalan Tosari 49, Menteng, Jakarta Pusat. Pada masa itu belum banyak salon yang mempunyai fasilitas baik, yang cocok untuk pelanggan kelas menengah ke atas. Juga, hampir tidak ada salon yang mempunyai tenaga ahli yang benar-benar mumpuni di bidang kecantikan. Martha jeli melihat tersebut sebagai peluangyang harus digarap.
Ruang salonnya kecil saja, hanya berukuran 4×6 meter persegi. Namun, fasilitasnya tergolong lengkap; ruang ber-AC, menggunakan air panas dan dingin, serta listriknya tidak byar pet karena Martha menyiapkan generator sendiri. Martha juga menerapkan standar tinggi dalam hal kebersihan. Ia juga mempelajari dan memerhatikan baik-baik manajemen di salon sehingga tidak perlu tamu sampai kehabisan handuk kering, misalnya. Menurut Wulan, anak ketiga Martha yang kini membantu Martha dalam bisnis, menangani manajemen salon itu sesungguhnya rumit. “Namun,dapat dibuat simple dengan penerapan manajemen yang benar,” katanya.
Dan, berkat pola manajemen demikian, yang diterapkan Martha sejak dini, dapat disebut bahwa salon ini sudah bertaraf internasional. Intinya, keberadaan Martha’s Salo sesuai dengan key passion, serta orang-orang disekitar Menteng, yang membutuhkan kualits pelayanan prima.
Upayanya tidak sia-sia. Martha’s Salom berhasil menggaet banyak pelanggan setia. Tak sedikit diantara mereka adalah istri pejabat tinggi. Sebut saja Ibu Fatmawati Soekarno. Lalu, ada pula Ibu Rahmi Hatta, kemudian Ibu Nelly Adam Malik, dan lain-lain. Pelanggan Martha’s Salon umumnya mengaku memakai produk Barat sebelum akhirnya tersentuh oleh kosmetik tradisional buatan Martha Tilaar.
Keteguhan hati Martha membuahkan hasil menggembirakan. Tak dinyana peminat kosmetik tradisionalnya cukup banyak. Salonnya berkembang. Ia memperbesar salon di Jalan Tosari hingga akhirnya membuat penghuni rumah mengalah. Bila dahulu mereka tinggal di rumah dan salon di garasi, maka kini salon di rumah penghuni mengungsi ke garasi.
Seiring dengan bertambahnya pelanggan ekspansi dilakukan dengan membuka salon kedua di Jalan Jawa 2A Jakarta, sekarang disenut Jalan Cokroaminoto. Pada tahap ini, Martha mulai merintis system kemitraan.
Pada tahun 1976, ia membuka salon kecantikan lebih besar di Cikini. Ia adalah salon dengan konsep kosmetik tradisional. Martha menanamkan salonnya sebagai Martha Griya Salon dan diresmikan oleh Ibu Titie Poerwosoenoe, guru kecantikan pertama semasa Martha remaja. Martha Griya Salon, menjadi titik awal lahirnya sama dengan rekannya, B.R.A. Mooryati Soedibyo.
Bab 6 JIWA PENDIDIK
Pada awal membuka Martha’s Salon, ia mencanangkan diri sebagai pengusaha sekaligus guru. “Saya merekrut beberapa asisten. Apa yang saya ketahui, saya transfer kepada mereka,” katanya. Dengan cara demikian Martha mulai menjalankan kembali fungsinya sebagai guru. Di samping itu, Martha sendiri turun tangan sehingga para asistennya dapat melihat langsung bagaimana Martha bekerja.
Karena itulah setelah tiga tahun salonnya berjalan lancar, Martha melakukan diversifikasi yang akan mendukung bisnis utamanya. Ia bertindak proaktif dengan membuka lembaga pendidikan kecantikan pada 1973. Selain itu, lembaga ini juga akan memberikan ruang baginya untuk mengabdi sebagai guru pada bidang yang ia kuasai. Lembaga pendidikan kecantikan tersebut diberi nama Jakarta School Beauty & Modelling-cikal bakal Pusat Pendidikan Wanita Martha (disingkat Puspita Martha).
Kesadaran mendidik ini terus dikembangkan dengan menyiapkan tenaga pendidik yang terlatih dan berkualitas. Mereka bergantian mendapatkan pelatihan di mancanegara demi memperdalam ilmu di bidang masing-masing. Targetnya, anak didik Puspita Martha Tilaar yang dibimbing oleh instruktur terlatih dapat menjadi ahli kecantikan yang kompeten dan siap berkarya. Mereka memiliki kesadaran professional sehingga mampu bersaing di bidang ini.
Bab 7 PRODUCT BRAND
Martha Tilaar memberanikan diri melangkah lebih dalam lagi ke industri kosmetik. Bekerja sama dengan B.R.A. Mooryati Soedibyo, temannya yang memiliki darah biru keratin, serta mengajak Ibu Laksmito Rukmi, kerabat keraton dan dan abdi dalem terakhir PB XII yang mengetahui resep-resep jamu tradisional, Martha meluncurkan “Mustika Ratu”. Kerja sama ini juga dikukuhkan dengan membuka Matha Griya Salon di Cikini. Tak dinyana, produk dengan brand Mustika Ratu mendapat sambutan hangat.
Sayang sekali, di tengah situasi yang begitu menjanjikan, kemitraan Martha dan Mooryati tak bertahan lama. Kurang dari dua tahun, persisnya tahun 1977, relasi bisnis mereka berakhir. Sahabatnya itu melihat peluang untuk mengembangkan bisnis sendiri. Sesuatu yang amat wajar, namun mau tidak mau tetap membuat Martha sempat terpukul.
Demi memperkuat produknya, ia mempelajari ramuan-ramuan tradisional untuk kecantikan secara lebih intensif. Ia mengumpulkan data dan informasi mengenai ramuan dan jamu-jamuan untuk perawatan tubuh dari para orang tua atau sesepuh dukun beranak, dan lain-lain.
Bab 8 DREAM BIG, START SMALL AND ACT NOW
Entrepreneurship bila didefinisikan dalam bahasa Martha adalah dream big, start small, and act now. Kombinasi latar belakang keluarga yang unik ini terjejaki dalam sosok Martha; menjadikan dirinya sosok yang khas. Ia memiliki jiwa pedagang, sekaligus juga pecinta keindahan; berjiwa pekerja sekaligus juga atasan; berjiwa pendidik, sekaligus juga eksekutif. Dan, tak kalah penting ia juga pemimpi!
Sampai saat ini Martha Tilaar Group terdiri atas PT Martino Berto (mencangkup pabrik dan pemasaran pasar dalam dan luar negeri), PT Cantika Puspa Pesona, PT Cedefindo, PT Martha Beauty Gallery, PT Estrella Lab, PT SAI Indonesia (sebelumnya, PT Sari Ayu Indonesia). Dahulu, sempat dimiliki 16 perusahaan. Namun, sekarang dilebur menjadi enam perusahaan saja.
Pada 19 Juli 1999, ia mandiri setelah seluruh saham kosmetik dikuasai mitra dari Kalbe Farma Group, dibelinya. Kebetulan, ketika itu krisis moneter dating melanda Indonesia. Banyak konsumen kosmetik melakukan brand switching. Bila semula mereka memakai produk luar negeri yang mahal-mahal, setelah krisis moneter konsumen mencoba realistis mengingat harga produk favorit meningkat berlipat-lipat. Ceruk pasar bagi produk local terbentuk. Karena Martha sudah menyiapkan diri mengambil ceruk pasar tersebut, alhasil produknya terserap sangat baik.
Dana untuk membeli saham tersebut didapat antara lain dengan berutang pada konsorium bank di Singapura. Kegigihannya membuatnya mampu membayar utang tersebut tepat waktu meski bisnis di tanah air dilanfa kelesuan karena melonjaknya nilai tukar Amerika Serikat terhadap rupiah yang hampir mencapai Rp. 17.000,00 per dolar Amerika Serikat dari nilai semula yang Cuma Rp. 2.250,00 per dolar Amerika Serikat.
Bab 9 MENCIPTAKAN PELUANG
Satu yang dijalani Martha adalah membuat peluang bagi diri sendiri. Tidak semulus teori yang disampaikan Dale Carnegie karena Martha pernah mengalami “celaka” dalam melangkah. Namun, hal demikian justru memacu Martha untuk terus menciptakan peluang dengan tak henti melahirkan inovasi.
Peluang lain yang diciptakan Martha adalah ketika ia memutuskan melakukan diferensiasi, menciptakan keunikan dengan tren warna kosmetik. Tren ini digali dari kekayaan budaya dan alam Indonesia. Konsep tren ini dimaksudkan sebagai panduan bagi konsumen untuk memahami arah warna kecantikan satu tahun ke muka.
Agar tren warna up to date, Martha menyerap pula tren warna dunia uang sedang berlaku. Dengan demikian setiap kali tren warna diluncurkan, itu berarti diluncurkan pula perpaduan konsep warna Timur dan Barat yang disimpulkan sesuai dengan rata-rata kebutuhan konsumen di Indonesia.
Bab 10 PRINSIP PERTUMBUHAN PERUSAHAAN
Ketika akan memulai berbisnis, Martha bukan siapa-siapa. Setelah bekerja keras, berpuluh tahun, ia menjadi somebody. Prinsip yang diterapkan Martha dalam mengelola perusahaan dan mengembangkannya adalah menciptakan “sesuatu” menumbuhkan sesuatu yang tak ada menjadi ada dan menjaga kondisi keseimbangan agar semua dapat berkelanjutan. Pada titik ini, prinsip ini dipisahkan menjadi dua hal besar, yakni bisnis dan tanggung jawab social melalui aktivitas CSR (Corporate Social Responsbility).
Pada prinsip pertama Martha mengelompokkannya dalam sebuah bidang usaha yang bergerak murni di dunia bisnis melalui kelompok Martha Tilaar Group. Pada prinsip kedua, ia menegaskan dalam bentuk Martha Tilaar Foundation. Kedua prinsip ini memiliki satu arah tujuan, yakni memperkuat positioning Martha Tilaar sebagai ikon kecantikan. Tanggung jawab perusahaan yang diterjemahkan dalam bentuk kegiatan sebagai bagian dari social responsibility adalah mengakui pentingnya isu hak asasi manusia dan lingkungannya. Sejumlah langkah dilakukan sebagai bentuk implementasi.
Bab11 ASAS TRADISIONAL SCIENTIFIC
Demi mengangkat produk agar tak dipandang sebelah mata, Martha meletakkan dasar ilmiah. Dengan demikian sekalipun merupakan produk local berbau “kuno”, semua dapat dijelaskan dalam konteks kekinian. Ia membahaskannya sebagai tradionally scientific product atau produk dengan asas traditional scientific.
Asas tradisional scientific adalah komitmen yang dijalankannya dari waktu ke waktu. Mereka yang mengerjakannya harus dapat pelatihan khusus, termasuk mengenal wajah anatomi dan tubuh manusia.
Bab12 KEPUASAN PELANGGAN
Ia mengapresiasi para pelanggan dengan menciptakan orientasi kerja pada customer satisfaction atau kepuasan pelanggan. Demi mencapai customer satisfaction, Martha membangun relasi interaktif dengan para pelanggannya. Dengan Ibu Abi SBY, Martha juga punya kisah khusus. Kebetulan Ibu Ani SBY memercayakan perawatan dan penataan rambutnya pada Mbak Narti, hairstylist Martha Tilaar.
Bab13 INTUISI
Sulit menjelaskan seperti apakah intuisi hendak digambarkan. Intuisi sering didefinisikan sebagai kemampuan mengetahui sesuatu tanpa dipikirkan secara sadar.
Ketika akhirnya ia terpuruk, instuisinya mengatakan bahwa hal ini tidak akan separah yang dibayangkan bila ia bangkit lagi mengulang semua dari awal. Ternyata, pada pertengahan tahun 1997, krisis moneter melanda negeri. Nilai dolar Amerika yang menggila membuat konsumen kelimpungan. Produk Martha dicari prang. Biokos Martha Tilaar segera terserap pasar secara luar biasa.
Entrepreneur harus pandai memadukan instuisi dan logika. Karena keduamya sering kali mengambil peranan, baik bersama-sama ataupun sendiri-sendiri, dengan demikian, instuisi akan terhindar dari sekadar pemahaman interpretasi.
Bab 14 EKSEKUSI
Sebuah pemikiran dan ide membutuhkan eksekusi, pelaksanaan keputusan. Bagi Martha, hal ini adalah hal penting yang muncul dari kesepakatan bersama dengan seluruh anggota timnya.
Dengan demikian, bila sebuah keputusan siap dieksekusi, semua harus mendukung sepenuhnya. Bila eksekusi berujung kegagalan, tidak boleh ada yang menetap. Jalan terbaik adalah melakukan evaluasi dan mencari solusi.

BAGIAN III KONSEP DIRI
Bab 15 DJITU AND HAPPINESS SHARING
Martha lalu mempelajari diri sendiri dan perlahan melakukan koreksi konsep diri. Dahulu ia memiliki konsep diri yang didapat dari ayahnya. “Disingkat DJITU,” katanya. Berasal dari Disiplin, Jujur, Iman, Tekun dan Ulet. Kemudian, ia menerjemahkannya lebih jauh dan menyebut konsep baru untuk melengkapi DJITU, yakni happiness sharing.
Latar belakang Martha yang multikultural membuat ia mampu berpikir luas. Maka, konsep happiness sharing juga diterjemahkannya sebagai upaya menghargai orang lain dengan latar belakang agama dan budaya dengan baik.
Bab 16 BERPIKIR POSITIF
Martha berpendapat, cara terbaik untuk direspons secara positif adalah bila semua dimulai dengan berpikir positif. Martha berpikir positif, juga karena tergugah oleh sebuah pesan. Bahwa dalam suka dan duka, hendaknya senantiasa berpikir positif. Ketika kita sedang mendapat kesukaan dan kemudahan, berbesar hatilah. Sebaliknya bila sedang tertimpa kedukaan dan kesusahan, pun tetaplah berbesar hati.
Bab 17 5-P
Dalam teori marketing, dikenal istilah 4-P. Product, Promotion, Place and Price. Untuk melakukan pemasaran dan penetrasi produk di kalangan target market, 4-P ini menjadi hal pokok. Namun dalam pengalaman bisnisnya, Martha menemukan satu “P” lagi yang mengambil peranan penting. “P tersebut adalah Power,” katanya.
Maka, 5-P dari Martha, merupakan pesan agar berhati-hatilah dengan power eksternal. Berkembanglah dengan memanfaatkan power internal semaksimal mungkin. Misalnya, membuat produk dengan kualitas yang baik dan good service secara konsisten.
BAGIAN VI BERJUANG BAGI PEREMPUAN
Bab 18 B-SHE
Perempuan akan diapresisasikan maksimal bila ia mampu mengembangkan kemampuannya dari berbagai segi. Dalam bahasa Martha, seorang perempuan harus merengkuh pemahaman B-SHE (Beauty Smart Healthy based on Eastern Value). Martha menerjemahkan hal tersebut dan melakukan semacam edukasi konsep kepada masyarakat dalam wujud produk, juga kegiatan untuk mencari ikon putri.
Bab 19 GLOBAL COMPACT
Salah satu poin yang dapat diperjuangkan Martha adalah menciptakan lapangan kerja, membangun kehidupan bisnis yang jujur dan memberikan konstribusi bagi bangsa. Hal yang kemudian tak kalah penting adalah saat ia diundang khusus oleh Kofi Annan, Sekretaris Jendral PBB, untuk menghadiri pertemuan Global Compact di Markas Besar PBB, New York. Global Compact adalah gerakan yang diprakarsai oleh Kofi Annan untuk mengajak para pengusaha mengantisipasi globalisasi dalam berpartisipasi mencapai Millenium Development Goals (MDG).
Bab 20 MARTHA DAN BUKU
Martha sependapat dengan pepatah buku adalah jendela dunia. Buku-bukunya adalah jendela dunia bagi kaum perempuan untuk melihat dunia yang mampu ia sodorkan. Hermawan Kartajaya, pakar marketing di tanah air, pun mengulas khusus Martha Tilaar dalam bukunya, Marketing in Venus. Bisnis yang dikelola Martha Tilaar adalah bisnis yang antara lain mampu mengubah orientasi dari pola bisnis Mars (Men) ke Venus (WO-Men, Women Oriented-Men).
Buku-buku karya Martha Tilaar :
1. Kecantikan Perempuan Timur. Dr. Martha Tilaar
2. Indonesia Bersolek Tata Rias Korektif: Buku Pedoman Seni Rias Indonesia Edisi II: Dr. Martha Tilaar
3. Leadership Quotient: Perempuan Pemimpin Indonesia: Dr. Martha Tilaar dan Wulan Tilaar Widarto, M.Sc.
4. Prestigious Method: The book of Hairstyle and Makeup: PUSPITA MARTHA
5. Perkawinan Putriku: Inspirasi untuk Calon Pengantin: Dr. Martha Tilaar
BAGIAN V DUNIA KECIL MARTHA
Bab 21 UNTUNG DIA ALEX
Alex memberi Martha keleluasaan bergerak yang ia butuhkan sebagai entrepreneur. Untuk peran-peran domestic yang tak tertangani Martha, maka di situ Alex mengambil bagian. Martha bersyukur bertemu dengan Alex. Di kampus IKIP Jakarta, Alex adalah dosennya mengajar mata kuliah filsafat pedagogik. Alex juga seorang pemuda berwajah tampan yang pada waktu itu mempunyai banyak penggemar. Apalagi, Alex adalah sosok pandai yang lulus pun dengan titel cum laude.
Pada tahun 1964 mereka menikah, 4 September 1963 penikahan mereka diresmikan di Catatan Sipil, dan pada 12 Januari 1964 mereka mendapat pemberkatan nikah di Gereja Santa Theresia.
Perjalanan menuju altar bagi kedua sejoli ini tidak mudah. Ibunda Martha berkeberatan pada mulanya. Ada beberapa alasan, di antaranya adalah latar belakang kesukuan Alex yang Manado serta perbedaan agama, Alex protestan sedangkan Martha katolik.
Bab 22 Anak-anak si Cahaya Martha
Keempat buah hatinya mengukir prestasi yang membanggakan. Bryan lulus dari University of Redlands di California, Amerika Serikat. Pinkan-meski tidak meraih gelar sarjana karena ia mengambil diploma di bidang pariwisata di Swiss-adalah putri yang berhasil mengukir prestasi Internasional pada tahun 1998 dalam lomba body painting di Athena. Karyanya, The Tattoo of The Dayak Princess, mendapat penghargaan Katewacz sebagai peserta favorit. Wulan meraih gelas master dari Boston University, an si bungsu Kiki adalah master dari Harvard. Mereka semua kini turun tangan membantu Martha.

II. Biodata Martha Tilaar
Martha Tilaar

Informasi pribadi
Lahir 4 September 1937 (umur 75)
Kebumen, Jawa Tengah, Indonesia

Suami/istri H.A.R Tilaar

Anak Bryan Emil Tilaar
Pinkan Tilaar
Wulan Tilaar
Kilala Tilaar
Agama Katolik

Martha Tilaar (lahir di Kebumen, Jawa Tengah, 4 September 1937; umur 75 tahun) adalah seorang pengusaha Indonesia yang bergerak di bidang kosmetika dan jamu dengan nama dagang Sariayu. Ia menikah dengan H.A.R Tilaar dan memiliki empat anak, Bryan Emil Tilaar, Pinkan Tilaar,Wulan Tilaar,Kilala Tilaar. Bekerja sama dengan Kalbe Farma, ia membuat perusahaan kosmetika dan jamu Martina Berto. Selain itu ia juga memiliki usaha kerajinan di Sentolo, Yogyakarta bernama Prama Pratiwi Martha Gallery. Dia juga memiliki Kampung Jamu Organik di Cikarang, Bekasi.
III. FILOSOFI IBU MARTHA TILAAR
• Ibu Martha Tilaar dengan semboyannya Dream Big, Start Small and Act Now, telah berhasil tidak saja dalam mengembangkan bisnis dan menyejahterakan keluarganya, tetapi juga mampu memberikan lapangan pekerjaan bagi masyarakat sekitarnya.
• Idealisme Martha Tilaar adalah membangkitkan rasa percaya diri sebagai bangsa Indonesia dengan menggunakan bekal yang sudah disediakan alam Indonesia secara sebaik-baiknya. Indonesia adalah “nyonya rumah” bagi Indonesia itu sendiri.
• Ia menaruh satu symbol sosok ideal tersebut dalam benaknya. “Saya membayangkan seorang dewi dalam mitologi Hindu, yaitu Dewi Saraswati,” katanya.
• Martha lalu mempelajari diri sendiri dan perlahan melakukan koreksi konsep diri. Dahulu ia memiliki konsep diri yang didapat dari ayahnya. “Disingkat DJITU,” katanya. Berasal dari Disiplin, Jujur, Iman, Tekun dan Ulet.
• 5-P. Adalah Product, Promotion, Place, Price, dan Power.
IV. MOTIVASI IBU MARTHA TILAAR
• Persentuhan Martha dengan Titie Poerwosoenoe membuat dunia kecantikan ternyata menjadi passion baru bagi Martha. Di Amerika Serikat ia pun mengambil diploma bidang ini.
• Meski tak mungkin mencapai kondisi ideal mengingat dirinya adalah manusia biasa. Ia menaruh satu simbol sosok ideal tersebut dalam benaknya. “Saya membayangkan seorang dewi dalam mitologi Hindu, yaitu Dewi Saraswati,” katanya. Dewi Saraswati disebut sebagai Dewi Seribu Tangan. Dalam visualisasinya, Dewi ini digambarkan memiliki empat tangan. Keempat tangannya adalah simbol kebijakan manusia dalam mempelajari ilmu pengetahuan dan seni.
• Alex memberi Martha keleluasaan bergerak yang ia butuhkan sebagai entrepreneur. Untuk peran-peran domestic yang tak tertangani Martha, maka di situ Alex mengambil bagian. Martha bersyukur bertemu dengan Alex. Di kampus IKIP Jakarta, Alex adalah dosennya mengajar mata kuliah filsafat pedagogik. Alex juga seorang pemuda berwajah tampan yang pada waktu itu mempunyai banyak penggemar. Apalagi, Alex adalah sosok pandai yang lulus pun dengan titel cum laude.
V. IMPIAN/CITA-CITA IBU MARTHA TILAAR
• Martha sendiri sesungguhnya adalah pemimipi. Ia bermimpi menjadi entrepreneur. Ia juga bermimpi menjadi guru yang baik di awal masa merintis karier, kemudian menjadi istri dan ibu yang ideal.
• Salah satu poin yang dapat diperjuangkan Martha adalah menciptakan lapangan kerja, membangun kehidupan bisnis yang jujur dan memberikan konstribusi bagi bangsa.
• Ia siap merintis jalan, membuat usaha dan menjadi entrepreneur.
• Pada awal membuka Martha’s Salon, ia mencanangkan diri sebagai pengusaha sekaligus guru. “Saya merekrut beberapa asisten. Apa yang saya ketahui, saya transfer kepada mereka,” katanya. Dengan cara demikian Martha mulai menjalankan kembali fungsinya sebagai guru. Di samping itu, Martha sendiri turun tangan sehingga para asistennya dapat melihat langsung bagaimana Martha bekerja.
• Lembaga yang didirikannya akan memberikan ruang baginya untuk mengabdi sebagai guru pada bidang yang ia kuasai.
VI. KESULITAN YANG DIHADAPI IBU MARTHA TILAAR
• Uang kuliah didapatnya dari upah bekerja sebagai baby sitter dan menjadi Avon Lady. Ia tidak memiliki bekal banyak. Alex pun hidup dengan beasiswa pas-pasan. Maka, Martha dengan gigih membantu mencari uang tambahan. Agar segera dikenal sebagai baby sitter, dengan kreatif ia mengiklankan diri.
• Dana untuk membeli saham tersebut didapat antara lain dengan berutang pada konsorium bank di Singapura. Kegigihannya membuatnya mampu membayar utang tersebut tepat waktu meski bisnis di tanah air dilanfa kelesuan karena melonjaknya nilai tukar Amerika Serikat terhadap rupiah yang hamper mencapai Rp. 17.000,00 per dolar Amerika Serikat dari nilai semula yang Cuma Rp. 2.250,00 per dolar Amerika Serikat.
• Dimulai dari modal 1 juta rupiah di saku, hasil menabung selama tingal dan bekerja di Amerika Serikat, selain juga sumbangan dari ayahnya-Handana-dan adik-adiknya, Ratna dan Bambang. Maka, awal tahun 1970, 3 Januari 1970, berdirilah Martha’s salon. Adalah orang tua angkatnya-penasihat akademis Alex ketika belajar di Universitas Indiana, Prof. Dr. Willis P. Porter beserta istrinya, Isabel-yang menyarankan Martha menggunakan namanya sendiri sebagai label salon.
• Sayang sekali, di tengah situasi yang begitu menjanjikan, kemitraan Martha dan Mooryati tak bertahan lama. Kurang dari dua tahun, persisnya tahun 1977, relasi bisnis mereka berakhir. Sahabatnya itu melihat peluang untuk mengembangkan bisnis sendiri. Sesuatu yang amat wajar, namun mau tidak mau tetap membuat Martha sempat terpukul.
VII. KESUKSESAN YANG DICAPAI IBU MARTHA TILAAR
• Upayanya tidak sia-sia. Martha’s Salom berhasil menggaet banyak pelanggan setia. Tak sedikit diantara mereka adalah istri pejabat tinggi. Sebut saja Ibu Fatmawati Soekarno. Lalu, ada pula Ibu Rahmi Hatta, kemudian Ibu Nelly Adam Malik, dan lain-lain. Pelanggan Martha’s Salon umumnya mengaku memakai produk Barat sebelum akhirnya tersentuh oleh kosmetik tradisional buatan Martha Tilaar.
• Pada 1964, setelah menikah dengan Alex Tilaar dan namanya menjadi Martha Tilaar. Alex mendapat beasiswa dari USAID dan sudah berangkat setahun sebelum Martha menyusul. Kesempatan keluar negeri ini dimanfaatkan Martha untuk menggali dan memperdalam ilmu kecantikan. Sebelumnya, semasa hidup menjadi guru di Santa Theresia, Martha yang tomboi dan hobi bereneng ini dikirim Herna ke Titie Poerwosoenoe, seorang pakar kecantikan era 1960-an hingga 1970-an yang terkenal di Jakarta.
• Seiring dengan bertambahnya pelanggan ekspansi dilakukan dengan membuka salon kedua di Jalan Jawa 2A Jakarta, sekarang disenut Jalan Cokroaminoto. Pada tahap ini, Martha mulai merintis system kemitraan.
• Pada tahun 1976, ia membuka salon kecantikan lebih besar di Cikini. Ia adalah salon dengan konsep kosmetik tradisional. Martha menanamkan salonnya sebagai Martha Griya Salon dan diresmikan oleh Ibu Titie Poerwosoenoe, guru kecantikan pertama semasa Martha remaja. Martha Griya Salon, menjadi titik awal lahirnya sama dengan rekannya, B.R.A. Mooryati Soedibyo.
• Ia bertindak proaktif dengan membuka lembaga pendidikan kecantikan pada 1973. Selain itu, lembaga ini juga akan memberikan ruang baginya untuk mengabdi sebagai guru pada bidang yang ia kuasai. Lembaga pendidikan kecantikan tersebut diberi nama Jakarta School Beauty & Modelling-cikal bakal Pusat Pendidikan Wanita Martha (disingkat Puspita Martha).

VIII. PELAJARAN YANG DAPAT DITELADANI
• Memotivasi masyarakat Indonesia terutama kaum perempuan untuk terus berusaha menggapai mimpinya.
• Bagi generasi muda penerus bangsa untuk melangkah kedepan dan ikut bersaing dalam era globalisasi.
• Seorang Martha Tilaar senantiasa ingin perempuan bangkit dan berdaya, ingin bangsa ini menjadi percaya diri, ingin pula berbagi pengalaman dan pikiran.
• Memotivasi untuk dapat menjalankan bisnis dengan manajemen yang professional.
• Bukan hanya seorang pemimpi namun ia pemimpi yang dapat mewujudkan mimpi-mimpinya.
• Mampu menjadi perempuan multidimensi. Di dalamnya tercakup peran Martha sebagai entrepreneur, atasan, eksekutif, istri, dan lebih daripada itu adalah sebagai seorang ibu.

IX. Kesimpulan
Martha Tilaar adalah seorang perempuan Indonesia yang berbudaya dan sangat mencintai tanah air Indonesia. Beliau adalah seorang pemimpi yang mampu mewujudkan satu persatu mimpi-mimpinya. Sejak kecil Martha sudah diajarkan berbisnis oleh Ibunya yaitu Herna dan Herna juga mengajarkan Martha tentang memanajemen bisnis dengan baik. Itulah bekal yang dimiliki oleh Martha hingga sesukses ini.

Pada mulanya, Matha adalah seorang guru disalah satu sekolah dasar di Jakarta. Perkenalan dengan salah seorang sahabat Herna yaitu Titie Poerwosoeno telah membuka peluang bagi Martha untuk mewujudkan mimpinya yaitu menjadi ibu serta entrepreunership. Lalu, Matha mendalami dunia kecantikan dengan mengenyam pendidikan di Amerika Serikat. Setelah lulus kuliah Martha mulai meniti karirnya dengan menjadi beautician on-call, melayani pelanggan dari rumah ke rumah.
Dimulai dari modal 1 juta, Martha membuka salon pertamanya di garasi rumah ayahnya. Ruang salonnya kecil saja, hanya berukuran 4×6 meter persegi. Namun, fasilitasnya tergolong lengkap; ruang ber-AC, menggunakan air panas dan dingin, serta listriknya tidak byar pet karena Martha menyiapkan generator sendiri. Martha juga menerapkan standar tinggi dalam hal kebersihan. Keteguhan hati Martha membuahkan hasil menggembirakan. Tak dinyana peminat kosmetik tradisionalnya cukup banyak. Salonnya berkembang. Ia memperbesar salon di Jalan Tosari hingga akhirnya membuat penghuni rumah mengalah. Bila dahulu mereka tinggal di rumah dan salon di garasi, maka kini salon di rumah penghuni mengungsi ke garasi.
Seiring dengan bertambahnya pelanggan ekspansi dilakukan dengan membuka salon kedua di Jalan Jawa 2A Jakarta, sekarang disenut Jalan Cokroaminoto. Pada tahap ini, Martha mulai merintis system kemitraan. Pada tahun 1976, ia membuka salon kecantikan lebih besar di Cikini. Ia adalah salon dengan konsep kosmetik tradisional. Martha menanamkan salonnya sebagai Martha Griya Salon dan diresmikan oleh Ibu Titie Poerwosoenoe, guru kecantikan pertama semasa Martha remaja. Martha Griya Salon, menjadi titik awal lahirnya sama dengan rekannya, B.R.A. Mooryati Soedibyo.
Pada awal membuka Martha’s Salon, ia mencanangkan diri sebagai pengusaha sekaligus guru. “Saya merekrut beberapa asisten. Apa yang saya ketahui, saya transfer kepada mereka,” katanya. Dengan cara demikian Martha mulai menjalankan kembali fungsinya sebagai guru. Di samping itu, Martha sendiri turun tangan sehingga para asistennya dapat melihat langsung bagaimana Martha bekerja. Lembaga pendidikan kecantikan tersebut diberi nama Jakarta School Beauty & Modelling-cikal bakal Pusat Pendidikan Wanita Martha (disingkat Puspita Martha).
Martha Tilaar memberanikan diri melangkah lebih dalam lagi ke industri kosmetik. Bekerja sama dengan B.R.A. Mooryati Soedibyo, temannya yang memiliki darah biru keratin, serta mengajak Ibu Laksmito Rukmi, kerabat keraton dan dan abdi dalem terakhir PB XII yang mengetahui resep-resep jamu tradisional, Martha meluncurkan “Mustika Ratu”. Kerja sama ini juga dikukuhkan dengan membuka Matha Griya Salon di Cikini. Tak dinyana, produk dengan brand Mustika Ratu mendapat sambutan hangat.
Sampai saat ini Martha Tilaar Group terdiri atas PT Martino Berto (mencangkup pabrik dan pemasaran pasar dalam dan luar negeri), PT Cantika Puspa Pesona, PT Cedefindo, PT Martha Beauty Gallery, PT Estrella Lab, PT SAI Indonesia (sebelumnya, PT Sari Ayu Indonesia). Dahulu, sempat dimiliki 16 perusahaan. Namun, sekarang dilebur menjadi enam perusahaan saja.
Pada 19 Juli 1999, ia mandiri setelah seluruh saham kosmetik dikuasai mitra dari Kalbe Farma Group, dibelinya. Kebetulan, ketika itu krisis moneter dating melanda Indonesia. Banyak konsumen kosmetik melakukan brand switching. Bila semula mereka memakai produk luar negeri yang mahal-mahal, setelah krisis moneter konsumen mencoba realistis mengingat harga produk favorit meningkat berlipat-lipat. Ceruk pasar bagi produk local terbentuk. Karena Martha sudah menyiapkan diri mengambil ceruk pasar tersebut, alhasil produknya terserap sangat baik.
Ibu Martha Tilaar dengan semboyannya Dream Big, Start Small and Act Now, telah berhasil tidak saja dalam mengembangkan bisnis dan menyejahterakan keluarganya, tetapi juga mampu memberikan lapangan pekerjaan bagi masyarakat sekitarnya. Sampai saat ini nama Martha Tilaar beserta nama produk kecantikannya masih harum dan Berjaya walaupun banyak produk kecantikan lainnya.

X. Daftar Pustaka
• Hermawan, Ayu. 2007. Doktor (HC) Martha Tilaar Bagi Indonesia Perjalanan Seorang Entrepreneur Mengubah Mimpi Menjadi Nyata. Jakarta: PT Gramedia Widiasarana Indonesia.
• id.wikipedia.org/wiki/Martha_Tilaar

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