Prokuu Advisory
Over 80% of businesses fail due to poor financial management. Why does this happen? One key reason is the lack of awareness among business owners about the importance of effective financial management.
Many businesses generate substantial revenue yet still face financial difficulties due to inadequate cash flow management. Some use inappropriate types of funding—for instance, relying on short-term financing to purchase long-term assets. Others lack effective policies for allocating resources, preventing them from reaching their long-term goals. Additionally, some businesses struggle to improve their profitability despite ongoing operations.
For most businesses, financial statements, analyses, and KPIs are used to reflect where the business currently stands—historical data that can no longer be changed. However, at Prokuu Advisory, we believe these numbers tell a story. When interpreted accurately and in the right context, they can reveal a vision of the business’s future.
Our unique approach to financial management provides you with guidance and insights to help you understand your current business position, clarify where you want to take your business, and identify what is needed to achieve your goals and objectives.
Our Philosophy
Proxy
Acting on your behalf with integrity, professionalism, and your best interests at heart
Kultivasi
Focusing on business growth & improvement
Ultima
A commitment to supporting our clients at every stage of their business journey
"Empowering businesses as their trusted finance business partner across all phases of business establishment and expansion."
Joshua Lukman, SE., MBA., FMVA., PMP. - Steward & CEO
Joshua is a seasoned corporate finance professional with over 15 years of experience across corporate finance, strategic planning, and performance management. He holds an MBA from Lancaster University, UK, and is among the first professionals globally to earn the Certificate in ESG Investing from the CFA Institute. In addition, he is a certified Financial Modeling & Valuation Analyst (FMVA) and Project Management Professional (PMP), combining analytical rigor with strong execution capabilities.
Throughout his career, Joshua has advised and led organizations across multiple sectors, including conglomerates, state-owned enterprises, startups, and private equity funds. His areas of expertise span strategic finance, corporate development, M&A, performance management, PMO establishment, and ESG-driven investment strategies.
Before founding Prokuu Advisory, Joshua served as Group Strategy Manager for one of Indonesia’s largest conglomerates, where he led the implementation of enterprise performance management systems across several subsidiaries. His work focused on improving capital allocation discipline, aligning operational targets with long-term group strategies, and enhancing portfolio value creation.
Previously, he held the role of Acting CFO at a state-owned enterprise and began his career as a consultant at PwC and later with a private equity firm specializing in impact investing. His international exposure includes assignments with a UN agency in Geneva, a US agency, and a Canadian-British advisory firm supporting entrepreneurs with fundraising, giving him a unique blend of global perspective and on-the-ground operational insight.
At Prokuu Advisory, Joshua partners with growth-stage businesses and subsidiaries of foreign entities operating in Indonesia, helping them strengthen financial performance, build strategic resilience, and achieve sustainable growth. His approach combines deep technical expertise with a strategic outlook—bridging corporate finance principles and practical execution to drive long-term value creation.