WORK SHOULD BE FUN! KOPI TUKU
From Pre-Teenage Clothing to Local Coffee
If what is the lowest point in terms of your operations, Yo?
"I think this is after Mr. Jokowi stopped by Tuku hahaha. My forecasting goes beyond predictions so I have to add more children (employees). Not infrequently because of the increasing number of employees, yes there are some whose quality is poorly controlled. If there are things that I see immediately and I don't feel right, I will immediately teach the right person to my employee. On the other hand, I certainly remain grateful that the visit took place. "
One of my hypotheses is refuted by that answer. Popularity is rising; sales go up; happy seller. I did not immediately think about the real challenges faced by a business due to its business being increasingly recognized by the public.
What was on my mind at that time:
‘How great is this Tuku Coffee Shop can get a free endorsement, it's definitely good for its business. '
‘What could go wrong for them ...’
Indeed, since being visited by President Jokowi, the Tuku Coffee Shop located in Cipete, South Jakarta is increasingly filled with buyers, especially Gojek drivers who are intermediaries for purchases. In fact, every Gojek driver is limited to 12 cups per purchase. My conversation with Andanu Prasetyo, the 2007 graduate of Prasetiya Mulya University S1 and the owner of the Tuku Coffee Shop on August 3, 2017 at Dua Coffee, Cipete more insight into his business trip. Who would have thought that his business trip would begin with pre-teen women's clothing?
Who is my team?
"Yes, my Business Project assignment was in the seventh semester, girls' clothes!" He said that afternoon. From women's clothes to local coffee, far too.
Based on my brief observation, at Prasetiya Mulya University - and maybe also on other business campuses - there are four types of students in a business project:
They are a group with close friends. It could be because it fits in with each other's work, it could also be because of "trapped".
Those who are groups with the best people in their respective fields (Marketing, Finance, Operations, Design, etc.)
Those who are a group with anyone who is available or willing.
Combined several or all types mentioned above
So, that's what I first asked Sis Tyo. Apparently, Kak Tyo's group at that time was a combination of first and second types. At that time, the playmate Kak Tyo was Fitria Sadonia (Research & Development) and Cheryl Angeline (Chief Operating Officer). Both fans and activists in the fashion sector. In business, Tyo, Tria, and Angie are strong in the operations section. However, they still need one person in the marketing department and one person in the finance department. Aulia Rozy then joined as Chief Marketing Officer.
"For the finance department, I am sure of all my friends, but I chose first based on the financial reports they had made. Finally there are girls, like fashion, and the financial statements are neat, called Putris. He finally joined as Chief Finance Officer, "explained Tyo.
Remember Lecture, Remember Kleio
The five of them finally named the pre-teenage women's clothing brand Kleio. But why is Kleio? Why girls?
"The point is that at the beginning I thought it was already fashion because the drivers were also in these girls. We take an easy topic and feel it. At first I wanted kids clothes. Finally, we take the more challenging ones, namely clothes for pre-teenage girls aged 15 years. Kids, teenagers, and adults already have their own players, but if pre-teen is relatively minimal. Even if there is a GAP that sells. What's unique is that we made our own sizing chart for Kleio, ”said Tyo.
In marketing his product, Kleio used a combination of social media and offline marketing by opening a booth. Around 2011, Instagram was not booming, while Facebook and Twitter were already known. Kleio also made use of both social media. Even so, online marketing was not as easy as now. The Instagram celebrity endorse concept is not too common. Plus, the ads feature on social media was not too popular at that time.
In general, Kleio's focus is greater on offline marketing. During its operation, Kleio's team opened a booth about six times in various malls in Jakarta. One of the malls where the rental fee is enough to reach Kocek is Cilandak Town Square. Tim Kleio had to spend 2.5 million on rent per day. In fact, the price is the price for an ordinary day, not the rental price as part of a series of days that are taking place at Citos. Wow, it's relatively more challenging because you have to be more selective in choosing the right location, timing, and rental price.
Emotional vs Functional Value
Our chat that afternoon continued. Not felt, we have been chatting for almost an hour. "Wow, if it used to be right before I entered college, where can I chat with this many people. I tend to be quiet and answer as needed. Now you have asked a little, I've told you everywhere, right, haha, recalled Tyo.
There is one more thing that still disturbs my mind. When many articles and business books emphasize the emotional side of consumers, how to increase the emotional attachment of consumers, and how to stimulate the emotions of consumers in the products and services we offer, Tyo emphasizes that Tuku wants her coffee back to functional. After all, even so, many Tuku consumers feel close to Tuku. I tried to clarify the concrete intention of Ms. Tyo's statement.
"In my opinion, emotional value is an addition to functional products. My core product is coffee and caffeine, then there are other layers, including the place, service, and personality of the servants in Tuku. That's where the role of emotional value is. Not that the core product is finally left dormant. Sometimes there are coffee shop owners who make expensive investments in coffee machines, but it doesn't seem to be thought of. There is something expensive in the place, but it doesn't seem to be thought of. So, do not product that, sorry to say, is lacking in terms of quality and performance, you are practicing and branding in such a way with mere emotional spices. For me, the product that I sell must always remain thoughtful enough and is appropriate for consumers, "explained Ms. Tyo.
Good Product is Good Marketing
"Talking about the product already, now speaking in terms of marketing. At the beginning, Tuku was established, what marketing strategy did you work on and what were the challenges in marketing your business? "I asked.
Apablia some businesses choose to invest heavily in advertising and social media, not so with Tyo and Tuku. Sis Tyo believes that buzz or popularity is a combined effect of relevant products and the influence of opinion / influencers. Because opinion leaders such as designers and other art workers live in Cipete and not a few of them have a strong social media presence, Tyo prefers to focus on developing and repairing coffee sold by Tuku. Thus, opinion carriers will create the buzz itself as the effect of products and nuances that are relevant and well designed.
Overdemand and Fail Positioning
In terms of challenges, the problems faced by Tuku are good problems. One of the good problems is what I had written at the beginning of this article, namely over-demand. Every day Sis Tyo always conducts briefings and meetings with Tuku staff so that in the midst of swift demand, the quality of products and services can be maintained. Another problem is that positioning is a little wrong. The position of the high-end Tuku branch in Senopati is considered by Sis Tyo to be a little wrong so he and his team must move the location of the branch to Santa Market and change the way Tuku communicates with consumers.
Grab Model & Go More Interested?
Finally, our chat that afternoon arrived at the end. The Tuku Coffee Shop managed to take the gap of the grab & go coffee shop, whereas during this time most coffee shops offer a relatively spacious hangout atmosphere. Business models like this can cut the value of investment that is large enough to make a place to do business. Approximately, according to Sis Tyo, will the model of grab & go like this be more attractive in the future?
"We are Indonesians, Indonesians want the easy ones. Why is the franchise loved? Lo, you just have to make money, then get the system. Well, now you can have goods and sell directly. Have items, photos, upload, sell, live. The question is, when everything like that will it be easy again? Because the standard will be new again right. Reflecting from Tuku, I was playing in the positioning alone yesterday, first-mover advantage. Where's the takeaway coffee right? In the future, even if this idea is imitated, will the positioning in the future remain fresh? ”Closed Tyo.
Work Should Be Fun!
Business is certainly a process and activity that takes a lot of time. Various processes must be passed such as finding initial ideas, calculating Return On Investment from the idea, conducting product research, conducting marketing research, launching products, and much more. In the process, it cannot be denied that sometimes business people can experience saturation or demotivation in work. For Sis Tyo, a relaxed but serious approach is the right approach to overcome this problem.
"It's almost no problem in all of the processes because I made the process as fun as possible. I can take a walk first to watch first and then work.