About Sedang Bahagia

/sə.daŋ ba.ha.gi.a/·Indonesian·phrase

1.
Currently happy; in the middle of being happy.
2.
A product and AI engineering studio, founded in 2018, that builds AI products, custom apps and ready-to-use business systems for companies in Singapore, Malaysia and Indonesia.

projects shipped: 12
countries: 3
sprint per custom project: 4 wk
ready-to-use systems: 5

Four things we hold to on every project.

Problems before features

Week 1 starts from the problems you want solved. By the end of that week you have a clickable prototype, and we agree the scope against it.

Lovable, not just viable

We build minimum lovable products (MLPs): the first release covers one workflow end to end, with the details the people who use it every day depend on.

Talk to the technical lead

You discuss requirements and the roadmap with the person who builds it. There is no account manager in between, and replies come within 24 hours.

You own the code

You own 100% of the source code from the first commit. At handover you receive the repository, documentation and admin access.

From the first client projects to five systems.

Posts on the blog are written by the engineers and designers who build the projects and systems on this site.

2017

The team took on its first client projects: a hotel loyalty app for a hospitality group in Indonesia and a fuel rewards app in Malaysia.

2018

The company was founded. Until June 2024, a custom build ran 8 weeks, from requirements in week 1 to deployment in week 8.

June 2023

We started building the five systems: ERP, CRM, WMS, EAM and HR. They launched one by one, without AI, and all five were live by the end of November 2024.

June 2024

New custom projects are built with Claude and run as a 4-week sprint: a prototype in week 1, the build in weeks 2–3, launch and handover in week 4. The case studies show which plan each build followed.

November 2024

AI features went into the five systems, the last of them in August 2025. Each feature is optional, and every workflow still works with AI switched off.