“Domo has taken our data skill set to the next level.”

Donald Wono

Co-founder and chief technology officer

Pasarnow is an Indonesian food supply chain startup that helps connect farmers and brand principals with business customers.



Departments using Domo

CEO/C-Suite, IT

Company Size

120 employees

Challenge: Pasarnow struggled to find a data tool that was easy to integrate into its lean operation.

Solution: The company was able to integrate Domo into its operations in just two days, allowing its team to access insights faster. 

Impact: Their team now uses data to reduce waste, improve cash flow, and increase revenue through targeted customer communications. 


Pasarnow brings farmers and restaurants closer together with Domo

Pasarnow is an Indonesian food supply chain startup dedicated to helping rural farmers better connect with business customers in Jakarta, the country’s economic center. With Domo, Pasarnow is able to use data to increase sales, improve forecasting, and better serve both growers and restaurants.

Domo has taken our data skill set to the next level,” said Donald Wono, co-founder and Chief Technology Officer at Pasarnow.

Harvesting insight

When Pasarnow first launched, its founders knew they wanted to use near real-time data to track performance and uncover opportunities. However, the company struggled to find a data tool that was easy to use.

I was basically a one-man show at that point trying to integrate all our data, and we had so many headaches and issues,” Wono said. “A colleague at another startup told us that they used Domo and how easy it was to use, so I decided to give it a try. It was so easy to integrate; it only took a couple of days to get all our data into the system and get started with dashboards.”

By engaging with data, Pasarnow is able to pinpoint farming communities throughout the region that produce high-quality produce. Pasarnow then creates local collection centers where farmers can drop off their harvest, which Pasarnow then sorts, grades, and prepares for distribution.

Domo helps us group and cluster our customers based on their product requirements. This lets us determine which restaurants we should send our highest grade and most expensive produce to, and what we should send to more cost-conscious street vendors.”

By grouping customer types, Pasarnow is able to uncover new locations where a certain type of customer is likely to exist. This allows sales staff to target similar restaurants that are likely to become customers. “It’s not effective to send our salespeople from one end of the city to the other,” Wono said. “By collecting data and categorizing our customers, we’re able to target new customers who are a high priority based on how likely they are to order the types of products we can provide.”

The sales team also uses Domo to better understand customer buying patterns so they can engage with a restaurant that hasn’t recently ordered. “If a customer usually orders every three days, we can easily see on day four that they are late. We then reengage with them over WhatsApp or email to prompt an order. This has helped us increase our revenue and sales with minimal effort, because all we have to do is send a message,” Wono said.

Reducing food waste by 90%

Farmers often struggle to find buyers at the exact time their produce is ready to go to market, leading to significant waste. Thanks to Domo, Pasarnow can analyze historical customer purchasing patterns to help farmers forecast future demand.


In Indonesia, close to 45 million tons of food are wasted every year. Part of our mission is to reduce that food wastage,” Wono said . “Using Domo, we’ve reduced our food wastage from 10 percent to 1 percent. We can now tell farmers how much we’ll need each month so they don’t overgrow, which helps them maintain their prices as well.”

Pasarnow also uses Domo to ensure food is delivered efficiently. By analyzing customer demand and usage, they’ve been able to optimize their logistical operations by consolidating morning and afternoon deliveries in fewer vehicles, eliminating the need for trucks to go back and forth to the warehouse.


We’re able to pack our vans better and keep them out longer. As a result, we reduced our cost per delivery by about 20 percent,” Wono said.

Eliminating late payments

To improve its cash flow, Pasarnow’s finance team uses Domo to analyze its accounts receivable. By understanding which customers pay quickly and which ones tend to require extensions, the company is able to be smarter about offering favorable terms.

Because we have the data, we’re able to cluster our customers based on payment history. We can give customers with a good record payment terms up to 30 days, while we know which customers we need to demand cash before delivery or within 48 hours after delivery before they can reorder again,” Wono said. “Our finance team is loving Domo right now.”

Thanks to Domo, Pasarnow has been able to redesign its operations to virtually eliminate late payments, improving its ability to pay farmers and reinvest in its business.


“Ever since we’ve begun using Domo to track payments and change our requirements, everyone has been paying on time. We haven’t had many outstanding payments after that.” 

Donald Wono | Co-founder and chief technology officer

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