PLUS: Platform Usaha Sosial


Amed is one of the sub districts in Karangasem regency in the easternmost part of Bali.. Amed’s black sandy beaches is remarkably unique while the Bali sea water becomes the main material for salt. Amed salt is locally-produced using processes that goes back to the 16th century Kingdom of Karangasem. During the time of the Kingdom of Karangasem, the salt was used as a tribute to the king. Only ten years ago, the coastline of Amed was dotted with hundreds of salt farms. However, due to increased tourism and labor intensive backbreaking work of salt farming, more and more people in Amed choose to sell their land and shift their occupation to work in tourism. In early 2000, there were 200 salt farmers in Amed. Today, there are 20 salt farmers actively working and preserving the traditional ways of salt farming.

In 2015, Amed salt received a Geographic Indication (GI), an internationally acknowledged certificate which provides legal protection that identify a country, a region or an area in which the product originates. It also certifies that the reputation, quality and characteristics of the related product are largely determined by geographical factors in the regions. There are 38 GI certified products in Indonesia, such as Kintamani Bali Coffee, Aceh Gayo and Sumbawa Forest Honey.

Over the years, Amed salt farmers have received support from a variety of organisations, both local and international, but challenges remain to their tradition of salt farming. WLF is keen to find a local organisation/team of expert individuals/firm to help Amed salt farmers address these challenges, while preserving a valuable tradition in producing a distinct product and in improving sustainability of Amed salt production.

Program Details

In this 2-year project, PLUS ( is commissioned by WLF (William & Lily Foundation) to provide capacity building assistance to the salt farmers community in Amed.

One of the main highlights of the project is providing one-on-one business coaching assistance to the management team of Amed Salt Farming Community (also called MPIG Garam Amed) to level-up their business literacy and skills, and to design tools or system that can be used by the management team moving forward. The broader goal of this project is for MPIG Garam Amed to achieve business sustainability, which we believe will help improve the quality of life of the salt farming community in Amed.

Roles and Responsibilities of Experts/ Coaches

The Coaches (organisation/individuals/firm) will work in collaboration with PLUS under close supervision of WLF, to ensure that program goals are achieved in a timely manner while growing the capacity of the community of salt farmers in Amed and in addressing the challenges to the salt farming industry in Amed in a sustainable manner.

Coaches are expected to create a module to support the development of Amed salt business that grows the capacity and empowers its farmers, as well as to develop and improve the Amed salt value chain, open access to more buyers, brand recognition, and marketing. Coaches are also expected to improve relationships with other businesses in Amed and other areas, ensuring the integration of Amed salt into tourism activities, particularly in Amed.

Program Audience

There are around 5 salt farmers in the MPIG Garam Amed’s management team and about 15 more salt farmers for the production. The coaching will be conducted mostly to the management team which consists of males with the age above 35. Their average education level is junior high school with Bahasa Indonesia as their fluent language. They are not able to communicate in English and usually uses Balinese or Bahasa Indonesia in their everyday lives.


This business development support for Amed salt farmers is foreseen as a two-year support program with the following end of program outcomes:

1. MPIG runs better business practices

2. MPIG has a stronger pipeline and/or forge business partnerships

Expertise Needed

1. People and Organizational Management

Coaching Duration : November – December 2019 (2 months)
Objective(s) : MPIG has a clear division of work
Output Examples : Job description; KPI (to do list) based on past achievements

2. Business Model

Coaching Duration : March 2020 (1 month)
Objective(s) : MPIG identifies the most suitable and sustainable business model
Output Examples : Business model; B2B, B2C, B2G, and what to choose; Business plan

3. Financial Literacy
Coaching Duration : March – April 2020 (2 months)
Objective(s) : MPIG creates monthly financial report, P&L report, and cash flow report
Output Examples : Cash flow; Financial report; P&L report

4. Branding
Coaching Duration : July – August 2020 (2 months)
Objective(s) : MPIG understands their value proposition
Output Examples : Value proposition; Branding basics and how to make a strong branding

5. Partnership Building and Management
Coaching Duration : December 2020 – January 2021 (2 months)
Objective(s) : MPIG has developed partnership building skills
Output Examples : Partnership building skills; Partnership management skills; Negotiation skills; Best practices of reaching out to (potential) partners

6. Production Efficiency
Coaching Duration : April – May 2021 (2 months)
Objective(s) : MPIG is able to utilize current assets for increased production
Output Examples : Standard operational procedures, Spotting and utilizing assets

Benefits for Experts

  • Coaching fee (IDR 10-15 mio/ month according to the expertise and experience)
  • Transportation fee to Amed from Bali
  • Accomodation in Amed for the coaching time

General Requirements

  • At least 3 years experience working in relevant field / expertise
  • Ability to coach and supervise, prior experience in coaching or mentoring smallbusiness / cooperative or social enterprises is highly preferred.
  • Local residents / Bali-based will be prioritized.




PLUS: Platform Usaha Sosial