For many young people, cafés are more than just places to enjoy coffee—they are spaces to study, work, or socialize with friends. A comfortable atmosphere, along with a diverse selection of food and beverages, has made cafés an essential part of modern lifestyles.
Recognizing this, five students from FEB UGM, driven by their passion for enhancing customer experience, seized the opportunity to create something different—Fauzi Hermanto (Management 2022), Ahmad Zida Niam (Management 2022), Muhamad Sukron Mahfud (Management 2022), Muhammad Revelli Prana R. (Management 2022), and Ghiyats Thariq Al-Haq (Accounting 2022). They established Soakin, a café that offers more than just coffee; it delivers a distinctive and personalized experience for each visitor.
Soakin’s CEO, Firman, explained that the name “Soakin” is inspired by the phrase “Soak In,” which means “to gradually absorb” or “to influence thoughts and emotions.” This philosophy aligns with their vision of fostering not just interactions between customers and the café but also a sense of community. Interestingly, “Soak In” is also a play on the slang term “Sokin,” meaning “come here,” which serves as a warm invitation for customers to visit and immerse themselves in the café’s ambiance—”Sokin!”
Prioritizing Customer Experience and Sustainability
Unlike most cafés, Soakin places customer experience at the forefront. It offers high-quality coffee and delectable snacks while ensuring friendly service, a welcoming atmosphere, and a commitment to environmental sustainability. A tangible expression of this commitment is the use of eco-friendly packaging and motivational messages on cup sleeves, designed to uplift and inspire customers.
“We want Soakin to be known as a friendly café that truly resonates with customers. We want them to feel, ‘This café understands me’—whether it’s through the ambiance, service, or products,” Firman shared.
Before launching their business, Firman and his team conducted extensive market research to understand the preferences and habits of students and the academic community at FEB UGM. This research played a crucial role in curating their menu and pricing strategy to align with consumer expectations. Soakin’s beverage offerings are divided into four categories: milk-based drinks, flavored coffee, black coffee, and tea-based beverages—all carefully selected based on their findings. Additionally, the café serves pastries such as croissants, which were chosen as the perfect snack pairing based on customer preferences.
Understanding that its primary audience—students—engages heavily with digital content, Soakin has implemented a dynamic digital marketing strategy. This includes interactive social media content, campaigns focused on mental health and environmental sustainability, and collaborations with local communities.
Applying Classroom Knowledge to Real-World Business
Firman revealed that he and his team have applied various business concepts learned during their studies at FEB UGM to shape their business strategy. These include customer journey analysis to understand consumer interactions, omnichannel marketing to enhance the online experience, supply chain management to optimize inventory, and Kotter’s 8-Step Change Model to effectively manage their team.
Running the business, however, comes with its challenges, from competing with other on-campus cafés to managing operations while balancing academic commitments. Nevertheless, the Soakin team remains committed to overcoming these obstacles. They focus on building a compelling brand identity, implementing standard operating procedures (SOPs), utilizing digital tools for scheduling and inventory management, and fostering clear communication within the team. Their perseverance reflects resilience and determination, inspiring their audience.
A Learning Laboratory
For Firman and his team, Soakin is more than just a café—it is a learning laboratory where they experiment, grow, and collaborate to create something meaningful.
Looking ahead, Firman envisions Soakin evolving into more than just a coffee shop; he hopes it will establish an emotional connection with customers, much like a trusted friend.
“Whether they need a pick-me-up before morning classes, a place to recharge during the day, or a cozy corner for heartfelt conversations, we want Soakin to be the first place that comes to mind. Our goal is not only to sustain the café but to continue growing and strengthening our bond with those who trust our brand,” he concluded.
Report by: Najwah Ariella Puteri
Editor: Kurnia Ekaptiningrum
Sustainable Development Goals
