PENA Online Workshop: Millennial Business Brand Story Café More

BANDUNG (22 January 2023) - Ministry of Social Affairs continues to encourage beneficiaries who are starting or even paving the way to become independent entrepreneurs.  With regular online workshops via Nusantara Economic Hero (PENA) TV broadcast, Ministry of Social Affairs shares tips on developing a business.

At PENA TV online workshop on January 22 2023 edition, Special Advisor to the Minister for the Need for Social Welfare Services and Potential Social Welfare Resources, Luhur Budijarso Lulu shared information about business development strategies, such as understanding the market, understanding consumers, competitors and products.

Luhur also emphasizes the importance of product differentiation through promotion, distribution, pricing, and other services.

"Like Café More at Wyata Guna Center Bandung, it sells coffee, hot chocolate, and americano, there are also snacks such as mini pizzas, cakes, and rolls. This dish is almost the same as other cafes. However, there is a special strategy that is carried out to make differentiation and  Cafe More does that. The ambiance is simple but modern, looks minimalist, the atmosphere is kept clean, and this is deliberately built to serve consumers," Luhur said during a live Zoom at Cafe More, on Sunday (22/01).

Other differentiation can also be through creativity in packaging.  As a cafe that already has a brand story, Cafe More can add interesting messages to its coffee cup packaging.  One of them is by raising interesting messages from baristas who incidentally are persons with low vision disabilities.

"So how is a work of art born from an understanding of the market. The trick is to follow trends in colors and designs that are currently developing. An understanding of tradition combined with these trends can create premium and even super-premium products," said Luhur.

He said that the service standards of millennial coffee cafes which are reaching the upper middle class are dynamic.  To follow trends, Cafe More Friends must be able to retouch its appearance and atmosphere.

"Those who are rejuvenating will continue to advance because cafes talk about lifestyle, so they are dynamic. Make sure to follow market dynamics. So create added value that is fun for consumers," he concluded.

Luhur also suggested intensive marketing of Cafe More packaged coffee products.  You can market it through supermarkets or minimarkets, you can also do it through car-free day events or in crowded locations using three-wheeled motorcycle.

This online workshop was attended by all PENA beneficiaries throughout Indonesia.  Aside from being a vehicle for learning, this online workshop can be a forum for network expansion to support the development of independent businesses for beneficiaries.

Public Relations Bureau

Ministry of Social Affairs