Bringing New Breakthroughs in the Today's Coffee Business, Jago Coffee Implements the "Mobile Cafe Chain" Concept

Drinking coffee for Indonesians has now become a lifestyle, no longer just a drink to relieve sleepiness. Although the players in this segment are already diverse, there are still gaps that can be developed, as is now being pursued by Jago Coffee.

This startup was founded by Yoshua Tanu (CEO) and Christopher Laurence Oentojo (CTO). Yoshua himself is a barista and business owner of the St. Ali and Common Grounds Coffee Roastery, while Christopher previously worked at Gojek as VP of Products.

To DailySocial, Joshua shared that the reason behind the concept mobile coffee chains actually the desire to bring coffee closer to consumers without having to come to a coffee shop or wait for a courier order online. Courier online According to him, it makes it easier for people to order coffee, but there is something that must be sacrificed, namely the decline in the quality of the taste of the coffee.

“We want to offer high quality coffee freshly made by a personal barista who comes directly to the customer. Although our coffee prices are cheaper, we use high quality ingredients, direct trading from local coffee farmers, we use arabica coffee, fresh milk, and no canned products,” he explained, Thursday (13/8).

Ordering Jago coffee is done completely digitally through the application and is already connected to Gopay electronic money for the payment. The application will connect directly to the nearest Jago partner device from the consumer's location.

Partners will visit the location and prepare orders on the spot and deliver them, so consumers don't have to go to the cafe. A coffee menu that can be enjoyed for IDR 18 thousand, with choices ranging from "So So Good" or iced coffee milk, "Tanah Airku" which is a cold brewed coffee with a little cinnamon, "Something Fresh" or hot black coffee, and "Something Fruity " which contains hot black coffee with fruit flavor.

Empower micro entrepreneurs

Another mission that Joshua wants to deliver is to empower micro entrepreneurs to have their own business by becoming a good partner. They are trained to be professional baristas as well as business owners.

Before going into the field, the partner will be trained for two weeks to learn the skills soft skill to hard skills to serve consumers, how to brew coffee, to practice riding the bicycle itself. The reason is, Jago uses electric bicycles for partner vehicles to meet their customers.

For every one bicycle unit, partners can sell up to 125 cup with a distance of up to 35 km. This bike is the result of the company's partnership with an electric bicycle developer.

“We created this partnership program because there are aspirations from members of the barista association that they want to have their own shop. But it will be difficult if there is no 'name' for marketing-his. So we introduce them as micro business owners. "

In addition, he wants to promote micro-entrepreneurs "cart"From the perception comes from the lower economic circles. According to him, they now have high confidence that the coffee products sold by Jago are of high quality and are connected to technology.

Joshua said partners who want to join are free of charge. They will get starter kit to start a business worth IDR 4 million consisting of a set of tools manual brewing (electric kettle, V60 plastic dripper, range server, digital scaleand filter paper); bicycle helmet; sling bag; microfiber cloth and plastic chamois; and jackets.

Whole starter kit will become property with an installment scheme for 12 months. Meanwhile, electric bicycles will be loaned as long as they are Jago's partners. Jago will provide coffee drink products to be sold by partners and the company will receive a fee for every successful sale.

"Currently we have 14 Jago partners with a radius of 8 km from Kuningan, Jakarta that can reach Pondok Indah, the North area, to Monas."

Great plans and challenges

The concept offered by Jago Coffee is arguably "reap" than what most coffee shop players have to offer. Generally they rely on physical assets to bring them closer to consumers and open online stores or applications for delivery by online couriers. While Jago chose the concept of outlets mobile devices to make it easier to pick up the ball.

“We can sell low prices because we don't exist overhead costs, labor costs because of that partner owner as well as operators. They themselvesoperate. "

Yoshua said that because this is still new, the company's challenge is to educate consumers, even though the product is delivered with “modern cart” but the quality of the coffee served fresh and high quality. Also assisted with digital applications for backbone-New.

The company plans to continue to add partners with a target of five additional people per month. He doesn't want the addition to be too aggressive to keep the count supply and demand. For the development of the menu later it will not be limited to coffee variations, but will spread to food, such as snack.

As an entity, Jago Coffee has received an undisclosed value investment from Common Grounds, the company that Joshua leads himself. He opens the possibility to conduct external funding next year.

"The form is only as an investment, Common Grounds as an investor, each entity stands alone," he concluded.