If you are a novel reader or viewer of the movie #temantapimenikah, you must be familiar with Ayudia and Ditto. Apart from working in the entertainment world, this celebrity couple also runs a coffee shop business called Stuja Coffee. Yes, as coffee lovers, they see the potential of the milk coffee trend that continues to be sought after by the public. Who would have thought, starting from this favorite, Ayudia and Ditto then successfully ran this Stuja Coffee business until it already had six branches spread across Jakarta, Bekasi, and Bali. So, what are the keys to success applied by Ayudia and Ditto, to make Stuja Coffee coffee shops successfully compete in the midst of the rise of similar businesses? Curious, right? Let’s take a peek at the following explanation:
Stuja Coffee at a glance
Stuja Coffee is one of the famous coffee shops among teenagers and adults. Carrying a unique theme, Ayudia and Ditto founded Stuja Coffee in 2019 as a coffee shop and other contemporary drinks with an environmentally friendly concept. All Stuja products are packaged without using plastic, but using packaging from glass bottles that consumers can bring back for recycling or refilling drinks. In addition, the concept of the Stuja Coffee building looks artsy with a combination of the concept of minimalist nuances and typical Yogyakarta joglo buildings. Over time, Stuja Coffee also created product creations and innovated by releasing non-coffee versions of local beverage products such as ginger milk, lemongrass tea, taro, and green tea.
What is the Key to Stuja Coffee’s Business Success?
Stuja Coffee is one example of the many coffee shops that exist, especially in big cities in Indonesia. However, Ayudia and Ditto proved that the coffee shop business can survive in the midst of intense competition. Well, for KH friends who are also interested in setting up a coffee shop business like the couple, here are tips and tips that you can try:
Creating a Different Concept
One of Stuja Coffee’s success tips is to create a unique concept. By embracing the concept of being eco-friendly and using a minimalist feel to the store, Stuja Coffee creates an environment that attracts and captivates customers. This concept not only provides a different experience, but also helps to create a strong image and differentiate Stuja Coffee from its competitors.
Sustainability and Eco-Friendliness
As explained, Stuja Coffee’s eco-friendly concept is an important part of their innovation and an added attraction for customers who want to contribute to environmental conservation. By packaging their products without the use of plastic and using reusable glass bottles, Stuja Coffee demonstrates their commitment to sustainability and addresses the demands of customers who are increasingly concerned about environmental issues.
Menu Expansion and Product Variations
Stuja Coffee managed to create innovative product variations beyond the traditional coffee category. By introducing non-coffee versions of local beverages, they were able to reach more customers with different preferences. This menu expansion not only gives customers a wider choice, but also creates added value and appeal for their business.
Social Media Marketing
Stuja Coffee uses social media effectively as a marketing tool. They utilize platforms like Instagram to promote products, share stories about their concepts, and interact with customers. Being active on social media helps them build a loyal community of fans and increase their brand exposure.
Building a Strong Brand Image
To build a strong brand image, not only is branding required but it must also be officially registered with the DJKI Kemenkumham. But to register it, you must pay attention to the brand class for the coffee business. As is known, Ayudia and Ditto run a coffee shop business using the brand “Stuja Coffee” where the brand has been registered in class 43 for cafe service activities. Then, Stuja Coffee also has packaged ground coffee products that are sold online through e-commerce, so the brand can also be registered in class 30 for the category of ground coffee products and/or coffee beans.
Complies with Business License
Apart from the brand, another aspect that is no less important is the business license. For a coffee shop business like Stuja Coffee, the business license used is the Tourism Business Registration Certificate (TDUP). Of note, if Friend KH wants to open a coffee shop branch, then each branch needs to have its own TDUP. In addition, coffee shop businesses that sell online also need to have a Trade Business License (SIUP). Then, for coffee shop businesses that produce their own coffee, they also need to apply for an Industrial Business License (IUI).
Establishing a Business Entity
The last success tip is to establish a business entity. Now for the Stuja Coffee business, Ayudia and Ditto run it with a PT business entity, named PT Satu Jalan Indonesia. For its establishment, several things are needed such as PT data, deed of establishment, PT domicile, Taxpayer Identification Number (NPWP), Business Identification Number (NIB), and business license. If you want to establish a PT together with your husband/wife like Ayudia and Ditto, you need additional requirements in the form of a property separation agreement.
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This is because married couples who do not have a marriage agreement are considered to have joint property and are considered as one legal subject as if they were one person. Thus, a married couple cannot establish a PT if they do not have a marital agreement.
KH Contact
This is the explanation of Stuja Coffee and its success tips. Do you also want to open a similar business like Ayudia and Ditto’s Stuja Coffee? If so, there’s nothing wrong with trying the seven tips above! For those of you who are planning to open a coffee shop business, you can contact Kontrak Hukum. Together with professional experts, KH pals can consult regarding what steps and processes must be taken in building a business. Not only that, we can also help you to take care of matters related to the establishment of a business, such as the fulfillment of business license documents, establishment of business entities, and official registration of brands to the DJKI.
What are you waiting for? Let’s make your business establishment plan easier by visiting the KH Services – Starting a Business page. If you have questions about other legal needs, you can also contact us at Ask KH, or send a direct message (DM) to Instagram @kontrakhukum. With KH, #semuajadiberes!
