Alvin Arief is the co-founder and CEO of UENA, a hyperlocal online F&B aiming to solve daily food problem in Indonesia. They sell quick and affordable meals that all start at 15,000 RP (around $1). 

They’re live in Whatsapp, GoFood, GrabFood, ShopeeFood, and through their own UENA app. UENA is backed by East Ventures and Trihill Capital.

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👋🏼 How would you explain your job to someone outside tech?

Elevating food industry through technology.

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🧐 What's something about you or your job that would surprise us?

I don't really have a hobby, maybe that's why I love working.

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🏆 What has been the biggest highlight of your career so far?

Navigating and thriving during pandemic. Looking back it was awesome to see the team coming together, finding solution, and executing it to fruition.

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🔍 What's a startup trend or space you're watching this year?‍

Real innovation in traditional businesses. I believe it can become the new norm in balancing growth and sustainability.

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💼 What advice would you give someone starting out in your industry? 

Having a "delicious" product is important, but not enough. You have to know the fundamentals and the levers to get to growth and profitability.

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🗣 What's one thing you can keep talking about for hours? 

Business model and strategy.

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🎥 What's your favorite movie/TV show? 

FRIENDS.

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🍨 What's your go-to ice cream flavor?‍

Matcha.

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FYI. We’ve edited this interview for clarity.