Najwa Bioarti and Maretha Wiriaqni Utama are students in the Accounting Study Program at the University of 17 Agustus 1945 Surabaya. Both share a keen interest in entrepreneurship, digital business, and financial management. In this article, they discuss the opportunities and challenges for young entrepreneurs in the digital age and the importance of building sustainable businesses.
JurnalPost.com - The advancement of digital technology has opened new doors for the younger generation to enter the world of entrepreneurship. Today, starting a business does not always require a physical storefront or significant capital. Through social media and various digital platforms, young people can introduce products, reach consumers, and even build a brand from a small scale.
This environment has made entrepreneurship increasingly accessible to the younger generation, especially those seeking to earn their own income and achieve financial independence from an early age.
However, the growing interest among young people in business needs to be viewed more critically. Social media serves not only as a marketing tool but also as a shaper of specific perceptions regarding success. Content highlighting massive turnover, viral products, and the stories of successful young entrepreneurs often makes business appear promising and easy to execute.
As a result, the desire to become an entrepreneur sometimes arises from following trends or being driven by the ambition to make quick profits, without sufficient understanding of the risks and the process of building a business.
In reality, the business landscape does not always align with what is seen on screen. Behind the products that are widely discussed lie various challenges, ranging from capital management and pricing to maintaining quality and facing market competition.
Therefore, the courage to start a business must be balanced with the ability to manage operations and the readiness to face various possibilities so that a business does not grow solely due to fleeting popularity.
The Digital Age Opens Business Opportunities for Youth
The development of digital technology provides broader opportunities for the younger generation to start a business. Through social media and marketplaces, young people can market products, reach consumers, and build brand identity without needing a physical store.
Various types of businesses, from culinary and fashion to creative services, can now be developed by utilizing easily accessible technology. This convenience is an opportunity for the younger generation to develop creativity while building financial independence from an early age.
Nevertheless, easy access to technology does not mean that running a business is free of obstacles. Competition on digital platforms is becoming increasingly intense as many business owners offer similar products.
To compete effectively, young entrepreneurs need to understand consumer needs, maintain product quality, and determine the right marketing strategies. Technology should not only be used to follow trends but also to create value and build a business capable of surviving in the long term.
Viral Trends and the Ambition to Chase Profits
Social media often showcases stories of young entrepreneurs who have achieved massive turnover, products that suddenly become popular, and lifestyles perceived as symbols of success. Such content can increase the interest of the younger generation in entrepreneurship.
The desire to earn one's own income and achieve financial freedom is certainly positive. However, when business is viewed only as a way to get quick profits or simply to follow trends, business decisions risk being made without careful consideration.
In our view, trends should be a source of inspiration for identifying market opportunities, not the sole reason for starting a business.
The popularity of a product does not always guarantee stable demand. Similarly, high turnover does not necessarily indicate high profit. In running a business, there are production, marketing, and operational costs, as well as the risk of loss that must be calculated.
Therefore, the ambition to chase profits must be balanced with realistic planning. The spirit of entrepreneurship should not only emerge when a product is being talked about, but should also be based on a readiness to face market changes.
The Challenge of Sustaining a Business
Starting a business may feel easier with the help of technology, but sustaining it requires more complex skills.
Business owners must be able to manage capital, regulate cash flow, maintain product quality, and provide good customer service. Furthermore, changes in trends and consumer tastes can affect sales at any time.
Businesses that rely solely on popularity risk losing customers when public attention shifts to other products. Therefore, young entrepreneurs need to have strategies that are not only oriented toward short-term sales but also toward business continuity.
Financial management is one of the crucial aspects that cannot be ignored. Revenue from sales cannot be immediately considered profit because there are various costs that must be paid.
Without regular financial recording, business owners may struggle to know the true state of their business. They might see sales continuing to increase but fail to realize that expenses are also growing.
Additionally, the ability to adapt and accept feedback from consumers is necessary to face competition. Business owners need to understand that market needs can change, so business strategies must be continuously evaluated.
These challenges demonstrate that entrepreneurial success does not depend solely on creativity in marketing products, but also on discipline, financial management, and the ability to make sound decisions.
Building a Sustainable Business
To face these various challenges, the younger generation needs to build a realistic entrepreneurial mindset.
Starting a business does not have to be on a large scale immediately; it can be done gradually according to the capabilities and resources available. Simple steps such as conducting market research, preparing capital plans, and recording income and expenses can be important foundations for building a business.
Business owners also need to study market needs, evaluate sales results, and improve product shortcomings based on consumer feedback.
These steps can help young entrepreneurs reduce risks while understanding that building a business requires a process, not just the courage to start.
In our opinion, digital technology should not only be utilized as a path to chase profits but also as a means to create a business that has value and is capable of surviving in the long term.
Entrepreneurial success is not just about how quickly a product becomes known or how much profit is earned, but also about consistency, innovation, financial management, and responsibility toward consumers.
Digital trends and the ambition to earn profits can indeed be drivers for the younger generation to become entrepreneurs. However, both must be accompanied by the ability to build customer trust, maintain quality, and adapt to market changes.
Ultimately, being a young entrepreneur is not just about following trends or chasing profits in a short time. What is more important is how to turn opportunities into a business that can survive and grow.
The younger generation needs to be brave enough to start, but they must also be ready to learn, adapt, and be responsible. Because business success is not just about how quickly a venture is recognized, but how capable that venture is of surviving when trends change.
Academic Context
Course: Entrepreneurship
Class: V
University: University of 17 Agustus 1945 Surabaya
Course Coordinator:
Dr. Irda Agustin Kustiwi, S.A., M.A., CGAA.
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