Endeavor

4 3 S P O T L I G H T: ACC E S S T O C R E D I T With a population of 240 million, Indonesia boasts mobile penetra- tion of roughly 75%, but the rural poor face high per minute costs for mobile usage due to short- comings in the country's distri- bution infrastructure. Founded in 2009 by Endeavor's first Indonesian entrepreneur, Aldi Haryopratomo, Ruma has rapidly built a network of agents—or "Rekan Usahas" in Indonesian —who are equipped to buy and sell prepaid minutes for mobile phones in Indonesia's underserved rural communities. Today, Ruma serves over 1.5 million customers through this network. Every day, Aldi deploys about 300 employees across Indonesia. On motorbikes, the field oper- ators canvass neighborhoods block by block, recruiting new people and managing the exist- ing network of about 30,000 agents, of which nearly 75% are women. Ruma also recruits heavily from Indonesia's two million independently-owned "mom and pop" stores, equipping these shops with the technology, training, and support to provide a range of services, including prepaid airtime, utility and loan payments, mobile money services, and insurance. Ruma was selected into the Endeavor network in 2012, and has shown impressive growth and far-reaching impact to date. In September 2014, Omidyar Network led Ruma's Series B financing round with participa- tion from Endeavor Catalyst. COM PA N Y RUMA CO U NT RY Indonesia FL AG SEL EC T ED 2012 J O BS 1,000+ ENT R EP R ENEU R Aldi Haryopratomo Access to credit and technology remains out-of-reach for a large percentage of the population in many of the countries where Endeavor operates. Several of the companies in Endeavor Catalyst's portfolio are tackling this problem—connecting underserved populations to both credit and technology through innovative networks and online platforms. Two of these innovative companies, Kueski and Ruma, are highlighted here.

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