May closed at 93.52% to combined target dengan YoY growth +99.3% vs May 2025. June focus: aggressive marketing scale via 3-bucket budget framework (Performance + Growth + Experiment), Bath Bomb launch 25 June, Mommy N Me popup 26-28 June, plus Mini Maiimi rebrand ideation.
May 2026 Actual
Rp 1.075B
93.52% to target Rp 1.150B ◌ Maiimi 968M + Mini 107M
June 2026 Target
Rp 1.400B
+30% MoM ◌ Maiimi 1.1B + Mini 300M
Section 01 ◌ Performance Recap
May 2026 Performance Report
Combined revenue 93.52% to target. Maiimi 97.8%, Mini Maiimi 67.1%. Year-over-year growth strong — May 2026 Rp 1.07B vs May 2025 Rp 537M (+99.3% YoY), confirming structural acceleration di Q2 2026.
Monthly GMV Trend ◌ 2024 vs 2025 vs 2026
Bar comparison full year untuk tiga tahun terakhir. Bar plum (2026) hanya Jan-May (actual to date). 2024 dan 2025 menunjukkan baseline historical.
Jan
+3.9%
YoY vs 2025
Feb
+38.3%
YoY vs 2025
Mar
+60.9%
YoY vs 2025
Apr
+74.7%
YoY vs 2025
May
+99.3%
YoY vs 2025
Combined Actual
Rp 1.075B
93.52% to target
Maiimi Actual
Rp 968.1M
97.79% to target Rp 990M
Mini Maiimi Actual
Rp 107.4M
67.12% to target Rp 160M
Live Performance Maiimi
Rp 221.7M
110.84% to target Rp 200M
Channel
Target
Actual
% to Target
Maiimi
Shopee (B2C)
Rp 490M
Rp 456.3M
93.1%
Tokopedia (B2C)
Rp 35M
Rp 43.0M
122.8%
Tiktok (B2C)
Rp 225M
Rp 206.4M
91.7%
B2B Direct
Rp 40M
Rp 11.0M
27.5%
Retail (Guardian + YOGYA)
Rp 200M
Rp 251.4M
125.7%
Maiimi Total
Rp 990M
Rp 968.1M
97.79%
Mini Maiimi
Shopee (B2C)
Rp 76.5M
Rp 54.1M
70.7%
Tokopedia (B2C)
Rp 9M
Rp 6.9M
76.7%
Tiktok (B2C)
Rp 4.5M
Rp 6.0M
133.6%
Manual / Hampers
Rp 60M
Rp 39.5M
65.8%
Jastip
Rp 10M
Rp 0.9M
9.2%
Mini Maiimi Total
Rp 160M
Rp 107.4M
67.12%
COMBINED MAY 2026
Rp 1.150B
Rp 1.075B
93.52%
Live Performance Maiimi
Outperform target — 110.84%, key growth channel.
Total Live GMVRp 221.7M
Shopee LiveRp 146.1M (65.9%)
Tiktok LiveRp 75.5M (34.1%)
Total Sessions505
Avg GMV / HourRp 446K
Total Items Sold1,674
Affiliate Performance Maiimi
Underperform target — 75.23%, fokus area June untuk push agresif.
Total Affiliate GMVRp 150.5M
Shopee AffiliateRp 110.6M (73.5%)
Tiktok AffiliateRp 39.8M (26.5%)
Affiliate with GMV116 of 5,216 active
Conversion Rate2.22%
Top Tiktoksekduyung (25.4%)
May Maiimi Budget vs Spend
Budget utilization 97.84% — KOL reallocation jadi insight key.
Total BudgetRp 197.25M
Total SpendRp 192.98M
Performance AdsRp 108M spend
KOL & AffiliateRp 64.9M (budget Rp 15M)
Utilization Rate97.84%
May Mini Maiimi Budget vs Spend
Budget utilization 86.56% — Campaign IDI investment di-prioritize.
Total BudgetRp 44.28M
Total SpendRp 38.33M
Performance AdsRp 17M spend
Campaign IDIRp 12.5M
Utilization Rate86.56%
+
May Wins
YoY growth +99.3% vs May 2025 — Rp 537M → Rp 1.07B, structural acceleration confirmed.
Retail Maiimi outperform 125.7% — Rp 251M vs target Rp 200M, channel paling reliable.
Live Maiimi exceed target 110.84% — Rp 221.7M, momentum strong di Shopee Live (65.9% share).
Tokopedia Maiimi +22.8% — Channel recovery dari April decline.
Mini Tiktok +33.6% — small base tapi growing.
Affiliate conversion 2.22% — kualitas baik meski quantity gap.
Budget utilization Maiimi 97.84% — disciplined spending dengan reallocation cerdas ke KOL.
Section 02 ◌ June Plan
June 2026 Target & Budget
Combined target Rp 1.4B (+30% MoM). Marketing budget Rp 294M (21% of revenue) — restructure ke 3-bucket framework (Performance + Growth + Experiment) untuk support Bath Bomb launch dan Mommy N Me popup.
Maiimi ◌ Total Budget Rp 247.5M (22.50% of revenue)
Performance
66.67% of budget
Rp 165M
Meta AdsRp 35M (ROAS 8)
Tiktok AdsRp 30M (ROAS 8)
Shopee AdsRp 65M (ROAS 8)
Affiliate CommissionRp 15M (GMV 200M)
LiveRp 20M (GMV 225M)
Growth
32.73% of budget
Rp 81M
KOL & AffiliateRp 70M (CPV <Rp 50)
Product SeedingRp 5M
Campaign / ActivationRp 5M (product shoot)
Community EventRp 1M (warehouse sale)
Experiment Rp 500K
0.20% of budget ◌ small bet untuk test new channel
CollaborationRp 250K
ExperimentRp 250K
Offline Sales Rp 1M
0.40% of budget ◌ transport & offline meeting
CoverageTravel, partner meeting
NoteExcluded from marketing %
Mini Maiimi ◌ Total Budget Rp 46.55M (15.52% of revenue)
Performance
60.26% of budget
Rp 28.05M
Meta AdsRp 12.5M
Tiktok AdsRp 2M
Shopee AdsRp 10.12M (ROAS 8)
Affiliate CommissionRp 2.43M (GMV 27M)
LiveRp 1M (testing)
Growth
39.74% of budget
Rp 18.5M
KOL & AffiliateRp 2.5M
Product SeedingRp 1M
Campaign / ActivationRp 15M (IDI investment)
Community Event—
Section 03 ◌ Execution Priorities
June 2026 Focus
June operating cadence sama dengan May guidelines (daily check-in, escalation triggers, weekly review). Tapi marketing push lebih agresif — terutama KOL — untuk power Bath Bomb launch dan Mommy N Me popup. Plus initiate Mini Maiimi rebrand research.
Theme 01 ◌ Launch ◌ 25 Jun
A
Maiimi Bath Bomb Launch
Launching dual SKU Moonlight Jasmine & Rose Champagne Bath Bomb (Rp 69K each) pada 25 June. Anchor product untuk June revenue push di Q2 closing.
Key Actions
Pre-order & teaser content sebelum launch day
KOL agresif via Growth bucket Rp 70M
Affiliate top performer dedicated brief
Live Shopee + Tiktok H+0 launch day
Theme 02 ◌ Event ◌ 26-28 Jun
B
Mini Maiimi Mommy N Me Popup
Pop up event 3 hari (26-28 June) dengan target Rp 150M. Single biggest revenue driver Mini Maiimi June. Butuh koordinasi MKT Mini + CR + Operations + KOL.
Key Actions
Venue lock + setup tim H-30
Campaign IDI Rp 15M (mom influencer focus)
Hampers x Mommy N Me exclusive bundling
RSVP system + lead capture untuk database
Theme 03 ◌ Marketing Scale
C
Aggressive KOL & Affiliate Revival
May affiliate gap Rp 49M (75.23% to target). Growth bucket Maiimi Rp 70M untuk KOL (+367% vs May budget Rp 15M, reflecting actual May spend Rp 64.9M).
Mini Maiimi underperform 67% to target May — sinyal positioning butuh refresh. Initiate research phase June: competitive analysis, consumer insight, brand audit, ideation workshop.