Handy Gunawan
Founder
Auditor's mindset. Operator's stake. Building the intelligence layer Indonesian mid-market doesn't yet have.
How I got here
Seven years at Ernst & Young financial services consulting, ending as Senior Manager. That work taught one habit that became the foundation of ANYÉ: every conclusion has to trace back to auditable evidence. Without an evidence trail, a number is just an opinion in a suit.
In 2024 I started an MBA at IESE Business School, focused on Entrepreneurship and Finance. During the program I explored Entrepreneurship Through Acquisition (ETA) — the model where a younger operator takes over a strong mid-market business and runs it with new operational discipline. That changed how I saw Indonesian mid-market: not as a market waiting for capital, but as a market waiting for systems.
Why ANYÉ
When I came back and mapped the market, the pattern was clear: Indonesian mid-market businesses that want to grow have access to either generic content agencies (Rp 1–8.5 million per month, no intelligence) or enterprise consulting firms (Rp 200 million+ per report). In between, no one offers product-level competitive intelligence at a price point a mid-market owner can use. That isn't a pricing accident — it's a structural gap waiting for the right methodology.
ANYÉ is my answer to that gap. Not a cheaper agency. Not a smaller consulting firm. A new category, built from audit methodology, AI-anchored stack economics, and the conviction that Indonesian mid-market owners deserve the intelligence that has so far only been available to enterprise clients.
What I bring
Audit discipline from EY: every claim has a source. Portfolio thinking from quantitative training: every marketing channel is a factor with an expected return, variance, and correlation. ETA framework from IESE: mid-market businesses are reproducible units, not one-off deals. Experience building B2B SaaS for Australian asset managers: products that get used on Monday morning, not products that look impressive on a pitch deck.
I write about auditable digital marketing measurement. Read the articles, read the playbook, or see the services. Initial conversations always go through WhatsApp: +62 851 2803 5415. LinkedIn: linkedin.com/in/handygunawan.