With the hustle and bustle of college life and the increasing need for convenience, the demand for practical services such as shoe cleaning is rising. This trend has inspired many entrepreneurs, including Muhammad Fardan Arrizieq, an accounting student at the Faculty of Economics and Business (FEB) UGM, to start RockWashRepeat. This company meets this demand with a focus on accessibility and quality.
A Hobby Turns Into a Business
RockWashRepeat was born when Fardan, a 2022 student, noticed his friends struggling to find quality shoe-cleaning services in Yogyakarta. Seeing this high demand, he teamed up with his older brother to start a small business in January 2023. Initially, he promoted RockWashRepeat with a simple Instagram poster and received a surprisingly positive response from his peers. This interest strengthened his resolve to make the business more structured, eventually building a team and recruiting new members.
“I wanted to test the waters first, but the demand was overwhelming. The orders were steady after a week or two, and we were almost overwhelmed. That’s when I decided to establish RockWashRepeat more seriously by structuring our team and expanding,” Fardan said in a recent FEB UGM’s FEBerkarya podcast episode.
RockWashRepeat provides shoe cleaning services tailored to different materials such as canvas, suede, and leather. These services include deep cleaning, sole de-yellowing, and exceptional shoe repairs. One of RockWashRepeat’s unique selling points is its free pickup and delivery service within the UGM area – a significant convenience for students who want practical solutions without the hassle of visiting a store.
“With this free pickup and delivery service, we hope to provide students with convenience and efficiency,” he explained.
When he started, Fardan invested about 3 million rupiahs in the business. Today, RockWashRepeat generates a monthly turnover of 8-10 million rupiah.
Facing the Pressure
Running a business is a lot of work. Fardan admits to facing several challenges, including maintaining service quality, creating a solid first impression, and building customer trust, especially in a competitive industry like services.
“It is important to make a good first impression on customers. In the beginning, I felt pressure to meet their expectations because they trusted us to take care of their shoes,” he said.
Customer satisfaction is critical in the service business, he explained. Satisfied customers are more likely to place repeat orders and recommend the service to others, while dissatisfied customers may not return. Another challenge Fardan faced was training his team to meet RockWashRepeat’s quality standards, teaching them everything from proper washing techniques to ensuring service consistency.
He currently operates the business from Ngabean Kiosk at Jl. Wahid Hasyim No. 21-22, Yogyakarta, with four employees. Regarding future expansion, Fardan is focused on developing his existing store but is open to opening new stores.
Business Tips
Starting a business is no small feat. Fardan advises aspiring entrepreneurs to observe their surroundings when brainstorming business ideas.
“First identify the problem people around you need, then offer a solution,” he shared.
He also suggests that new entrepreneurs shouldn’t focus solely on making money. Businesses will have ups and downs, so concentrating on how the company can grow sustainably is essential. Consistency and networking are critical factors in overcoming challenges and growing a business.
Fardan emphasizes that a business doesn’t always have to be prestigious; a simple idea can become successful if it creates value. He believes having a unique selling point and understanding customer needs are essential for a sustainable business.
In addition, he reminds aspiring entrepreneurs to stay comfortable even when their business is doing well.
“Every day, we should ask ourselves questions like, ‘What’s next?’ or ‘What should I do tomorrow?
Finally, Fardan encourages his fellow students to be bold and start a business. He believes real-world experience is invaluable because it provides insight into business realities. “If your idea is solid and you’re well prepared, leap. I believe that no business becomes successful overnight; it’s a long process,” he concluded.
Reportage: Shofi Hawa Anjani
Editor: Kurnia Ekaptiningrum
Check out the full podcast at https://www.youtube.com/watch?v=SH0wTdAKGns
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