He completed a financial engineering masters program at Columbia University in 2008, which got him two job offers: one on Wall Street in the US and one at McKinsey in Indonesia. Believing that there would be bigger opportunities for his entrepreneurial dreams back home, he chose the latter. Failing his first startup Lamuda spent two years working at McKinsey Indonesia before he felt it was time to move on. “The competition in the tech industry in the US was very tough, [but] when I got back to Indonesia, internet was still very new here.” He persuaded his university buddy Ferry Tenka, who was at the time working in the US, to go back to Indonesia and start something with him. As a sign of commitment, both quit their jobs and dedicated a time span of two to three years to test their startup chops. “If it didn’t pay off, then we could still go back and get a job.” Equipped with nothing but eagerness to start an internet business, both guys signed up for a crash course in programming. “Neither of us understood how to build a website,” said Lamuda smiling.
They managed to get a general understanding of programming, but decided that they were still not skilled enough to build something on their own. The duo’s first idea was Citzel, a location based service inspired by Foursquare and Yelp. How did the duo manage to build that? By hiring the same lecturer that taught them HTML in the crash course. The service ran for six months but it did not get good traction from users. “Originally we wanted to do either a Citzel or Disdus business model, we decided to go with Citzel because it looked more fun back then.” Citzel’s monetizing scheme relied on businesses and retailers shelling out for advertising on the platform. Thanks to Citzel, the team managed to build a strong merchant database during its brief lifespan. The database would prove to be useful when the duo decided to “pivot” and change their business model to daily deals with Disdus. The site launched in August 2010.