Exploring Sekata Kopi's 'Second Home' Strategy: Succeeding in Attracting the Community through the 'Homey' Concept

JAKARTA - The Covid-19 pandemic hit several years ago had paralyzed various business sectors, including the creative industry which Muhammad David was engaged in. The man from Medan who originally relied on his business wheel on the event organizer (EO) sector was able to find new opportunities in the food and beverages (F&B) industry.

However, this difficult situation actually triggered David's entrepreneurial instincts to move more agile. Through in-depth market research, he successfully changed course by founding Sekata Coffee. Carrying the concept of warmth like "Second Home", this coffee shop is now rapidly developing into one of the community spaces for coffee lovers in Medan, North Sumatra.

David's decision to jump into the F&B industry was not without calculation. Before the pandemic, he had managed an F&B business with capital that touched the billion-dollar mark. However, a moment at a roadside seafood stall changed his perspective on capital and business efficiency.

"I sat down at the seafood on the side of the road and saw 6 employees. But the turnover is the same as ours who have billions of rupiah in capital. From there I saw, building an F&B business doesn't need a lot of money, sih. But the most important thing is research and the right concept," said David recalling the beginning of his interest in the concept of an efficient business.

When the pandemic hit, David was determined to open a coffee shop. Not to mention, he did research on 15 coffee shops in Jakarta and 5 coffee shops in Medan. The target at that time was very specific, building a mature coffee shop business with a capital of under Rp. 150 million. The choice fell on coffee because David saw that this commodity had shifted from just a trend to a basic need for the Indonesian people.

Coffee shops themselves have proliferated in Medan City. In fact, David joked that there was a coffee shop every 5 meters. In the midst of intense business competition, Sekata Kopi was able to survive because it focused on the emotional comfort of consumers through the concept of a very homey store atmosphere.

"How do we make it feel like home. Starting with the barista who welcomes customers like friends. So when you come here, it's like, okay, I'm going home. If I'm not at home, I have a second home, namely Sekata Kopi. We don't just sell coffee, but like our hashtag as a second home," said David, quoted Saturday, June 20.

This strategy has proven to be effective. By focusing on hospitality and community, Sekata Kopi no longer sees other coffee shops as competitors, but as fellow supporters of the F&B industry. Various communities, from sports lovers to other local communities, now routinely make Sekata Kopi a gathering place.

One of the unique attractions that make Sekata Coffee more adaptive to the needs of its consumers is to innovate by providing a special area for alternative tobacco products, such as electronic cigarettes or vapes and heated tobacco products. David revealed that this idea was born purely from direct observation of the behavior of his consumers who have switched to using non-burned products.

This step was greeted positively, the existence of this special area was also considered in line with the concept of comfort carried by Sekata Kopi. "Alternative tobacco products are not like cigarettes, they don't make a smell and cause smoke. So, it's perfect for our coffee shop so that other visitors won't be disturbed," said David.

He argues that because alternative tobacco products are very different from cigarettes, the location of their use is differentiated. According to him, it is important to maintain convenience for all cafe visitors and this innovation is one way David ensures this.

Seeing the market's huge response to this facility, Sekata Kopi is now expanding the area to increase consumer convenience. This innovative step goes hand in hand with their business expansion to shopping centers such as Cambridge City Square, as well as plans to expand into the national arena with the mission of raising local wisdom in every city.

Seeing his journey to be able to explore various new opportunities, David gave an important message for prospective entrepreneurs who are still hesitant to enter the world of entrepreneurship. According to him, the courage to execute ideas is the main key, but it must still be accompanied by careful planning.

"The most important thing is when you have an idea, the most important thing is to make a business plan. Whatever business, no matter how small, a business plan must be made. And nothing is impossible," concluded David optimistically.