Case Study :
- Company Name : Pyke Coffee Shop
- Owner : William Pyke
- Established : Mid 2014
- Business Size : Small – Medium
- Main Trade : Specialty Coffee, waffles and cakes
- Location : Kemang, South Jakarta
Description : William Pyke was an expatriate from Finland who come to Indonesia to work in English language education sector. After long years of living in Indonesia, learnt its languages and culture, and travels around its exotic islands and destinations, William decides to quit his job to become an entrepreneur. His age was around mid 30 when he decides so.
As a Danish, coffee is a subject that is too familiar for him. Denmark, one of the most influential country in Nordic region and Europe, has a strong coffee-drinking culture, like their Nordic brethren, such as Swede and Finnish people. An adult Danish people drink up to four cups per day, and Nordic region is the biggest importer of coffee beans in the world.
Indonesia, was the 4th biggest coffee exporter in the world, with the 1st place held by Brazil. Indonesian’s coffee beans was varied and considered as one of the best in the world, and abundant.
During his stay in Indonesia, William has experienced many Jakarta’s finest specialty coffee shop, make friends with owners and baristas alike. In his second year, he took a weekend barista courses as a hobby, and since then, William’s passion for coffee grew even larger. Making a lot of friends in coffee community, William gained substantial knowledge in the art of specialty coffee.
And when he decides to open a small coffee stall in Kemang, South Jakarta, his friends immediately support him.
The reason why he decides to open it in Kemang is because :
Lots of Expatriate
Kemang area was packed with International School, Foreigner’s business area and foreigner’s home. The existence of foreigners, mostly from US or Europe around Kemang Area has mould this area to be Jakarta’s “Little West”.
Near other Jakarta’s specialty coffee hub
South Jakarta is a home of many specialty coffee shop, and harbour the most of it. Making it a hub for coffee enthusiast.
Entertainment and Lifestyle business that is rife along Kemang’s street
Western culture has heavily influencing Kemang Area. The whole street was packed with a variety of western restaurant, entertainment, cafe, boutique, and more. It is also one of the most famous destination for Jakartans and tourist alike.
Western culture has heavily influencing Kemang Area. The whole street was packed with a variety of western restaurant, entertainment, cafe, boutique, and more. It is also one of the most famous destination for Jakartans and tourist alike.
.
Disadvantages was also present, such as;
Expensive rent
The rent in this street was expensive, thanks to the ever expanding business. But if you’re REALLY looking, some place, deep in the street is still reap to bargain for, and if you’re creative enough, you can turn your establishment for enthusiasts and expatriate who’s looking to escape the crowded main street.
High Competition
Competition was high in South Jakarta when it comes to entertainment industry. And it’s not exactly a Blue Ocean in Kemang. Cafes come and go, but the street remains.
William Pyke aims to create a small stall that is deep in the newly-vibrant deep street of Kemang. A few minutes from the main road, but has begun to attract customers, thanks to its near proximity to housing complex. Locals and Expatriates who seeks quiet and contemplation over a cup of Espresso and a plate of waffle and maple syrup finds William’s stall alluring. Coffee aficionado and enthusiasts around Jakarta also quickly come thanks to Instagram social media.
William also give special attention to the Instagrammer, Bloggers and Social Media persons that comes to his store by giving them free coffee sometimes, chat with them and being social. In return, they help promote Pyke’s little store greatly through their social media.
William hire one barista and one helper to help him with the job, but the brewing job was mostly performed by himself. Here and there, now and then, some of his friend also help him. William gets a constant supply of beans from his old friend during the teaching time back then, his beans, was roasted and mixed to his specific requirement, which he also sell in bags. But sometimes, his friends would send him unique beans to be brewed. One of the uniqueness of Pyke’s Coffee Shop is that the beans were constantly on the change and you’ll never guess what beans you will receive tomorrow !
William himself enjoy chatting with his customer. He cherish all the new customers who visit, and always friendly to those who comes often. His greeting and goodbye is the first and last thing every customer hears when entering his store. Sometimes, he give a cup for free for the new and loyal customers, and spend his time chatting with them if the time permits. William Pyke is truly a man of social. He almost remembers their face and name as well !
From this case study, we will list down all the important aspect of Pyke’s small business establishment :
– Customer Segmentation : Coffee Aficionado, Working People
– Customer Relationship : Good Relationship with New and Loyal Customers
– Value Propositions : Specialty Coffee, Curated Beans-Selling
– Key Activities : Brewing and Selling Coffee
– Key Resources : Coffee Beans Supplier and Roasters
– Key Partners : Main Distributor, Social Media People
– Cost Structure : Cost of Goods Sold
– Revenue Streams : Selling Coffee, Cakes and Coffee Beans
– Channels : Online Order, The Shop Itself
And now, we will put it in the business model table :
Michael Judah/VMN/BL
Back to After Great Ideas
