Direct Selling companies have faced various trials and challenges, especially during the Corona pandemic. However, even though not all, most companies have been able to weather the storm, some even managed to thrive in adversity.

Whatever the situation of your company, I believe there are still challenges, which if corrected, can have a positive impact on the growth of your company, As an example question, whether it comes from alignment between product portfolio and marketing plans, positive first impressions on new recruits, distributor achievement recognition, or others

While the formula for revenue is a rather simple mathematical equation – number of distributors x activation rate x productivity - interactions and the interdependent relationship of several parameters that affect the result of the equation is not that simple.

Through IDSA, we provide solutions to various important problems for the development of the Direct Selling industry in Indonesia. With broad insight and experience that can develop many long-term business plans, to become an important player to be reckoned with in the industry.

IDSA's mission is to help other direct selling companies in Indonesia - and abroad - develop business strategies and operations plans appropriate for achieving sustainable growth.


Koen Verheyen

Over 30 years experience as senior manager with top-performing multinational corporations. His socio-cultural agility, people skills and communication ability, in combination with his senior management experience enables him to integrate global business knowledge with local business practice and design business solutions aligned with socio-cultural values. Areas of expertise include general management, strategic business planning, direct selling industry, good corporate governance and government affairs

Began his business career with Belgian General Trading company ASE Europe, as Indonesia based sales rep, before joining Swedish cosmetic giant Oriflame to set up the pioneering Multi Level Marketing business in Indonesia with regional assignments to Thailand, Malaysia, Philippines and Chile. After 13 years with Oriflame as General Manager, he joined Amway to lead their Indonesia operations where he served as President Director for 17 years until his retirement December 2017.

During his 30 years tenure as Senior Manager of top performing Direct Selling companies in Indonesia, he was entrusted by the industry stake holders to represent their interest at various Trade Associations: Vice Chairman of the Direct Selling Association (APLI, 1987 - now), Vice Chairman of the Health Supplement Business Association (APSKI, 2002 - now) and Board of Advisor of the Cosmetic Industry association (PERKOSMI, 2004 - now)

As Vice Chairman of the Indonesian Direct Selling Association, he was instrumental in securing favorable regulations and other support from the Indonesian Government on numerous issues critical for the development of Indonesia's Direct Selling industry


Business Strategy

Develop Long Term Strategies and Annual Operating Plans aligned with corporate mission statement and objectives

Sales & Marketing Plans

Design and develop IT supported compensation plans, aligned with product portfolio, driving distributor behavior that generate sustainable profitable growth.

Marketing Programs

Design and Develop Distributor & Customer Experience Programs through Product Portfolio Strategy, O2O interaction and CRM mobile applications.

Human Capital

Design and Develop Employee Performance Management System to support high sustainable employee engagement, including Organizational Design, Recruitment Tools, Performance Evaluation system and Remuneration System.

Operational Excellence

Enhance financial performance from improved efficiency and productivity through optimized Organizational Design, Process Engineering, Digitalization & DS software development, Cost to Serve initiatives, Go to Market opportunities and shared services

Corporate Services

Company incorporation, IPR, Direct Selling Licensing, FDA Licensing, Halal Certification, Regulatory Compliance Audit and Dispute Resolution


  • Consultants
  • Vendors
  • Partners
  • Growth Strategies
  • Outsourcing
  • Compliance
  • Consultants
  • Vendors
  • Partners
  • Outsourcing
  • Distributor Income Tax
  • Recruitment
  • Support System
  • Import
  • Growth Strategies
  • Revenue
    - Marketing Plan
    - Productivity
    - Product Portfolio
  • Operational Expense
    - Process
    - Technology
    - Tax
  • Compliance
  • Code of Ethics
  • Certification Program
  • Pre Verification
  • Mystery Shopper
  • Dispute Resolve
  • Product Registration
  • NSI Certification
  • Halal Certification

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