On Thursday, November 27, 2025, students and lecturers from the Entrepreneurship Study Program at the University of Muhammadiyah Lamongan (UMLA) participated in the Student Enhancement Program at the Sampoerna Entrepreneurship Training Center (SETC), Sukorejo, Pandaan. Themed "MSME Scale-Up: Strategy & Systems," the program was designed to strengthen students' understanding of how to develop a business in a structured and sustainable manner.

The event featured three experienced speakers: Djoko Kurniawan, a business and marketing consultant widely known for his expertise in franchising and MSME development strategies; Hegi Harjoyo, a business practitioner and consultant with experience managing and developing businesses from scratch; and Amanda Rossad, a representative from Human Capital Development at PT HM Sampoerna Tbk., who shared her perspective on the importance of developing an entrepreneurial mindset that is adaptive, visionary, and responsive to change.

Through communicative and easy-to-understand delivery, the speakers provided in-depth insights into how MSMEs can "upgrade," from building efficient work systems, developing marketing strategies, managing daily operations, to developing the character of resilient entrepreneurs. Students enthusiastically participated in the question-and-answer session, where various questions about business development, products, and digital marketing were discussed in depth.

"Consistency is key. Many businesses fail not because the idea is bad, but because it is not managed with discipline," said Djoko Kurniawan, motivating the participants. Meanwhile, Hegi Harjoyo emphasized the importance of small, measurable innovations in the business world. "Innovation doesn't have to be big. The important thing is that it's relevant to consumer needs," he said.

In the closing session, Amanda Rossad offered an inspiring message to the students: "Students are agents of change. Start with small steps, because each step leads you to a bigger future," she said.

This activity was a valuable experience for students and lecturers of the UMLA Entrepreneurship Study Program, which not only broadened their insights into the real business world but also fostered new motivation to start or develop their own businesses. With firsthand experience from practitioners and industry leaders, participants are expected to take home knowledge that can be applied in their future entrepreneurial journeys [Kwu-Ed].