If you have ever visited North Maluku Province, chances are that you might be more familiar with the city of Ternate than Sofifi. Originally a village in the North Oba District of Tidore Islands City, Sofifi was designated the capital of North Maluku Province in 1999, during the presidency of Susilo Bambang Yudhoyono. Eleven years later, on August 4, 2010, Sofifi was officially inaugurated as the new capital, replacing Ternate, which had served as the temporary capital. This transition took a considerable amount of time because Sofifi initially lacked adequate infrastructure for a capital city.

Meet The Remarkable Woman of Sofifi

Meet Endang Sulastri, an extraordinary woman. She and her husband sell fish at Galala Market in Sofifi. However, the couple’s greatness extends beyond their specialty in selling fish: they are innovators and motivators who inspire the women around them to overcome economic hardship and become independent through teamwork. While most people still see fish only as a side dish, Endang views it as a golden opportunity to change her fate. Fish, she believes, can be transformed into a wide variety of delicious, high-value food products.Initially, Endang’s idea was simple: to process fish into abon ikan (dried fish floss) and other delicious, long-lasting products. Over time, this idea has grown into a bigger goal. Endang aims not just to start a business but also to create job opportunities for teenagers and stay-at-home moms in Sofifi. Her dream is to open a souvenir shop that showcases local flagship products, especially processed foods that come from their collective hard work.

^{*Fish-based floss product}

Making Dreams in a Workshop

On August 8, 2025, Endang’s dream gained a fresh spark. Along with six other social entrepreneurs, she attended a workshop titled ‘Making Dreams a Reality, Creating Independence’, organised by the Wadah Titian Harapan Foundation. In the Saraswati Room at the Wadah Foundation House in Jakarta, Endang sat among others who shared her passion to contribute to their community.

^{*Socio Entrepreneur Workshop at Rumah Yayasan}

Session after session, she absorbed new knowledge. During the morning session, she explored how to generate ideas and identify issues. In the afternoon, she learned about developing marketing strategies, determining target markets, and devising initial plans. All this information seemed like pieces of a puzzle, together forming a complete picture of her dream.

^{*Marketing strategy and bussiness planning session}

At the end of the workshop, she confidently presented her idea to all the participants. Endang shared her plan to build a fish processing business that would not only seek profit but also bring blessings to many people. Her plan was met with enthusiastic support from fellow participants and mentors. They not only offered feedback but also affirmed that Endang’s dream was entirely achievable.

^{*Mrs. Endang presented her ideas all participants}

Dream Celebration at “Celebration of Life 2025”

The following day, on August 9, 2025, Endang attended the grand event of the “Celebration of Life 2025” at the St. Regis Hotel in Kuningan, Jakarta. Among hundreds of guests, including long-time supporters of the Wadah Foundation, Endang was able to introduce her vision and products at the Wadah booth, successfully selling 100 packs of her homemade abon ikan.

^{*Mrs. Endang with socio-entrepreneur participants at the Wadah booth}

She shared her story: from her mission to empower stay-at-home mothers, to her plans for brand development and opening a souvenir shop. She also met with the founders of inspiring social enterprises, whose success stories showed that business and social impact can go hand in hand. This experience not only opened up new collaboration opportunities but also reinforced her conviction that she was on the right path.

Though Endang’s journey has only just begun, her great potential is already shining through. To transform her idea into a successful business, she needs to develop several essential skills. This stage is not only a challenge but also a valuable opportunity to build a strong foundation. Endang Sulastri’s story proves that a sincere dream can serve as a powerful source of inspiration and empowerment for many.  She has carved out hope for mothers in Sofifi, transforming various fish-based products into opportunity and fostering independence. Her journey reminds us all that with determination and hard work, any dream—no matter how small—can come true.

Author: Paula Stela Nova Landowero
Editor: Zul Herman