A Growth Study Case

The way to increase Janji Jiwa’s

profits by Rp 375 billion over 5 years

A growth study case

 Did you know?

Janji Jiwa pays around Rp

62.5 billion/year to ojol apps*
And it reach almost Rp 120 billion in 2025

A growth study case *in 2022

 How is that possible?

A growth study case

Hold on, the breakdown of the calculation is quite lengthy.
Let’s buy some Kopi Susu Sahabat @your nearest Janji Jiwa store before
reading...

We will divide the calculation into several parts:

1. Finding the total number of transactions through ojol
2. Finding the number of transaction through each apps
3. Finding the platform fees that need to be paid for one coffee
4. Finding the fees paid by one outlet to the app
5. Finding the fees paid by 1,100 outlets to the app

Kopi Susu Sahabat

A growth study case

 Total Number of Transactions
Through Ojol

A growth study case

Based on our research, here is what we got

Based on katadata
Total sales = Rp 1,11 trillion
Total outlet = 1,100 outlet
Source [1]

PT. Luna Boga Narayan = Head Company of Kopi Janji Jiwa

A growth study case

Let’s calculate and assuming the numbers

Total Sales Sales per outlet in a Sales per outlet Total Transaction in a
= =
Total Outlet year Mean Coffee Price year

Rp 1,11 triliun Rp 1,009,090,910

= Rp 1,009,090,910 = 38,811 transactions
1,100 outlet *Rp 26,000

A growth study case *Based on Jiwa+, the average price of coffee is approximately Rp 26,000.
Searching for the number of transactions through ojol apps.
According to Katadata [2], about 21% of purchases are made through ride-hailing apps. Therefore:

Total Transactions × 21% = Transaction through Ojol in a Year

38,811 × 21% = 8,150 transactions in a year

The total transactions through ojol apps are 8,150

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 Number of transactions
each apps

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Let’s devide into two, for Gojek and Grab

8,150 : 2 = 4,075 transcations each for Gojek and Grab

Based on the calculation,

transactions for both Gojek and Grab are 4,075

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 Platform Fees that
Need to be Paid

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How much should be paid on the Gojek and Grab platforms?

Based on idxchannel How much does Janji Jiwa pay for one coffee?
Gojek [3] = Product Price × 21% + Rp 1,000 Gojek = Rp 26,000 × 20% + Rp 1,000 = Rp 6,200
Grab [4] = Product Price × 30% Grab = Rp 26,000 × 30% = Rp 7,800

Janji Jiwa pays Rp 6,200 to Gojek and Rp 7,800 to Grab for a coffee

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 Fees Paid by One Outlet to
The App

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Based on the calculation, let's find out how much each outlet spends annually:

What we know already: For 1 outlet for 1 year:

Total transactions for each app = 4075 Cost to Gojek: (6,200 * 4075) = Rp 25,147,200
Gojek = Rp 6,200 Cost to Grab: (7,800 * 4075) = Rp 31,636,800
Grab = Rp 7,800 Fee: Rp 25,147,200 + Rp 31,636,800 = Rp 56,784,000

The cost incurred per year for one outlet is Rp 56,784,000

A growth study case

 Fees paid by 1,100
outlets to the app

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Now, let’s add 1,100 times

Fee per outlet × Total Outlet = Total amount to be paid

Rp 56,784,000 × 1,100 = Rp 62,462,400,000

Total amount to be paid to ojol apps in 2022 is Rp 62,462,400,000

A growth study case

 See? Rp 62.5m to be
distributed to the apps in 2022

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 That is for 2022
What about 2023 and beyond?

A growth study case

Based on Katadata [5] in 2019, with F&B industry's *CAGR at 25%, Janji Jiwa's sales align with this
trend, incurring transaction costs at 21% per transaction. Thus, Janji Jiwa's payment would be...

*Compound Annual Growth Rate (CAGR) is the average annual growth

A growth study case rate of an investment over a period of time longer than one year
Year Sales (B, rupiah) Current % from ojol Expense to ojol @ 21% trx rate

2022 1100 21% Rp62,462,400,000

2023 1375 21% Rp78,078,000,000

2024 1718 21% Rp97,597,500,000

2025 2148 21% Rp121,996,875,000

2026 2685 21% Rp152,496,093,750

2027 3357 21% Rp190,620,117,188

2028 4196 21% Rp238,275,146,484

2029 5245 21% Rp297,843,933,105

TOTAL Rp1,239,370,065,527

Yup, more than Rp 1,2 trillion 👀

 What if, we can make
21% → 10% in 5 years?
How much money can we save?

A growth study case

 Expense to ojol @ Expense to ojol @
Year Sales (B, rupiah) Current % from ojol Target % from ojol Targeted saving
21% trx rate target trx rate

2022 1100 21% 21% Rp62,462,400,000

2023 1375 21% 21% Rp78,078,000,000

2024 1718 21% 21% Rp97,597,500,000

2025 2148 21% 18% (-3%) Rp121,996,875,000 Rp104,568,750,000 Rp17,428,125,000

2026 2685 21% 16% (-2%) Rp152,496,093,750 Rp116,187,500,000 Rp36,308,593,750

2027 3357 21% 14% (-2%) Rp190,620,117,188 Rp127,080,078,125 Rp63,540,039,063

2028 4196 21% 12% (-2%) Rp238,275,146,484 Rp136,157,226,563 Rp102,117,919,922

2029 5245 21% 10% (-2%) Rp297,843,933,105 Rp141,830,444,336 Rp156,013,488,770

TOTAL Rp1,239,370,065,527 Rp625,823,999,023 Rp375,408,166,504

Our northstar metrics in 5 years 🏆

Based on the calculations...
Lot’s of numbers right? Here is the key points:

The expenses incurred for ojol apps when accumulated from 2022 to 2029 reach Rp 1.2 trillion.
In the first year of reducing reliance on ojol apps, it will save Rp 17.5 billion.
By decreasing reliance on ojol apps to 10%, assuming a 2~3% annual decrease, expenses would only
be Rp 375 billion, approximately 49.5% savings!

A growth study case

With Rp 17.5 billion...
In the first year, Janji Jiwa can save around that money. What can they do with it?

87 new Janji Jiwa outlets Vacation for all Janji Jiwa employees +
Based on Idxchannel [6], the cost of creating a Janji Jiwa
their families.
franchise is Rp 200 million. This would allow for the
Based on Traveloka [7], the cost of a 3 days 2 nights vacation
establishment of 87 new outlets, contributing to a total sales
in Bali is Rp 1.2 million. This allow for a total of 14,523
potential of Rp 87 billion.
people to go on vacation (assuming Janji Jiwa employs 3000
people, each able to bring their spouse and 2 children).

Bonus Rp 5,809,375 3,111 iPad Gen-9

For each employee (3000 people) if divided equally! Not the best iPad, but at least we have a new device to play
with, right?

A growth study case

 That’s a lot of money, isn’t?

A growth study case

 Now, how to not rely
on ojol apps?

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 The answer is...

A growth study case

A growth study case
 Jiwa+
Jiwa+ app is exclusively for Teman Sejiwa (Janji Jiwa fans),
offering special prices and exclusive promo coupons.

Application Profile:
Released in Sept 2020
Download: 500k+ at PlayStore
App adoption: 400 download / day
Rating: 4.3 ⭐

A growth study case

Why Jiwa+?
Jiwa+ is a powerful app for boosting sales and connecting with more than 500k+ consumers.
Maximizing its utility helps engage users, taking F&B companies to the next level.

There are several reasons why leveraging mobile apps for F&B is crucial:

01 02 03
Study Case Research / Long-term
Journal Vision

A growth study case

Why Jiwa+?
Jiwa+ is a powerful app for boosting sales and connecting with more than 500k+ consumers.
Maximizing its utility helps engage users, taking F&B companies to the next level.

There are several reasons why leveraging mobile apps for F&B is crucial:

01 02 03
Study Case Research / Long-term
Journal Vision

A growth study case

 Study Case

A growth study case

 Reasons for Starbucks App Usage, based on David Oragui [8]:
1. Easy to use, like going to the store with extra benefits.
2. Personalized experience for buying your favorites.
3. Easily find stores with a tap on the map.
4. Get rewards like birthday treat and special offers.
5. Connects with Other Services:
Starbucks collaborates with Spotify for playlists
Lyft for driver rewards and free drinks for first-time users

A growth study case

Easy to use Personalized Easily find store Get rewards
Information
The impact of Starbucks app:
Connected with 14.2M active users.
11% user growth from loyalty program in Q2 2018
Loyalty program drives 39% of sales
Collects around US$1.6 billion in user balances
(Starbucks Bank’s Stories [9])

A growth study case

 According to an article by Yu Jing on CGTN [10], Luckin competes
with Starbucks by using digital apps.

"Starbucks focuses on locations, while Luckin focuses on

smartphones," - Jeffrey Towson, an investment professor at Peking
University Guanghua.

Here's how Starbucks differs from Luckin Coffee:

Starbucks: Offers cozy places to meet and is easy to find.
Luckin Coffee: Relies more on smartphones and uses small
shops to sell drinks.

A growth study case

 The impact to Luckin Coffee [11]:
In 2023, Luckin overtakes Starbucks as top coffee chain in China
(Luckin $855 million vs Starbucks $822 million in revenue)
In 2023, Luckin coffee has 10,829 locations in China compared
with Starbucks’ 6,480 locations

A growth study case

 Even though it may seem new, Jago Coffee cannot be
underestimated. This coffee start-up with the "Starling" concept
could become a competitor for several coffee shops in Jakarta, and
Janji Jiwa is one of them.

Why? Jago Coffee, founded in 2020, has received funding of $2.2

billion (Rp 34.3 billion) by the end of 2022, with the goal of adding
around 200 mobile cafes. [11]

What makes Jago unique?

A growth study case

 There are several reasons why Jago is unique [12]:
1. Starting from Rp 8,000 and the most expensive one is Rp
12,000, who can resist trying that coffee?
2. The app simplifies the payment and coffee ordering process.
3. Despite being in the form of “starling”, the coffee remains fresh
as it is made in front of the customer!

A growth study case

Why Jiwa+?
Jiwa+ is a powerful app for boosting sales and connecting with more than 500k+ consumers.
Maximizing its utility helps engage users, taking F&B companies to the next level.

There are several reasons why leveraging mobile apps for F&B is crucial:

01 02 03
Study Case Research / Long-term
Journal Vision

A growth study case

 Research / Journal

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Research
Two main research that support app is important:

Jiwa+ fails to deliver satisfaction or A good, easy app = higher purchase

pleasure intent = more sales & $$$.
Research by R. Meidina et al. shows Janji Jiwa Coffee app S. N. Ignacia, R. D. Wiastuti, and D. M. Lemy's research on
users distrust it due to complaints on Appstore/Playstore. Indonesian consumers using the Domino app finds that app
Dissatisfaction with the app reduces brand trust and users have higher scores than non-users. Good app usability
repurchase intentions. Source [13] boosts purchase intent, sales, and revenue. Source [14]

*Jiwa+ review on Playstore

Why Jiwa+?
Jiwa+ is a powerful app for boosting sales and connecting with more than 500k+ consumers.
Maximizing its utility helps engage users, taking F&B companies to the next level.

There are several reasons why leveraging mobile apps for F&B is crucial:

01 02 03
Study Case Research / Long-term
Journal Vision

A growth study case

 Long-term Vision

A growth study case

85% retailers
consider investing in mobile apps crucial for long-
term success, according to Ipsos. Mobile apps not
only provide immediate benefits but also enhance
Customers Lifetime Value (CLV) by strengthening
customer retention and loyalty.
Source [15]

*Customer Lifetime Value (CLV) is a metric that measures the total net profit
A growth study case expected by a company from a customer throughout their business relationship.
 Focusing on the app is
important, isn’t?

A growth study case

 Then, how can we decrease
from 21% → 10% in 5 years?

A growth study case

Growth Funnel
The Growth Model Funnel optimizes app user journeys, enhancing
retention and conversion during the transition to Jiwa+.

01 02 03 04 05
Acquisition Activation Retention Referral Revenue
How do customer find How quickly can you How many customers How can you turn How can you increase
you? get your customer’s are you keeping, and your customers into revenue?
to the “aha” moment? losing the rest? your advocates?
Growth Funnel
The Growth Model Funnel optimizes app user journeys, enhancing
retention and conversion during the transition to Jiwa+.

FOCUS THESE AREA

01 02 03
Acquisition Activation Retention
How do customer find How quickly can you How many customers
you? get your customer’s are you keeping, and
to the “aha” moment? losing the rest?
Growth Funnel
The Growth Model Funnel optimizes app user journeys, enhancing
retention and conversion during the transition to Jiwa+.

01 02 03
Acquisition Activation Retention
How do customer find How quickly can you How many customers
you? get your customer’s are you keeping, and
to the “aha” moment? losing the rest?
 Acquisition

A growth study case

 01 Ensure that every Janji Jiwa

To-do list
Here's what we can do to boost
consumer uses Jiwa+.
Impact = High Effort = High

Jiwa+ app acquisition. 02 Add the option to purchase "Kopi

Sejuta Jiwa" on Jiwa+.
Impact = High Effort = High

02 Promoting Jiwa+ on various

social media platforms.
Impact = Med Effort = Med

03 Raise prices on ojol apps to

promote switching to Jiwa+.
Impact = High Effort = Low
A growth study case
Ensure that every Janji Jiwa consumer uses Jiwa+.
Impact = High Effort = High

The video reveals no Janji Jiwa outlets

promote Jiwa+

In a week, 746 transactions occur, with 590

offline transaction for one outlet and a total of
649,000 transactions annually we can get
another 500,000 download in a year

Solution:

Link video: s.id/riset-janji-jiwa Ask the customer to use Jiwa+ instead when
they come to the outlet
A growth study case
Add the option to purchase "Kopi Sejuta Jiwa" on Jiwa+.
Impact = High Effort = High

I once attempted to purchase Kopi Sejuta Jiwa near

Letjen. S. Parman Rd. As a researcher, I identified the
vendor's ultimate pain point.

"Typically, customers use WhatsApp to place orders

since Jiwa+ lacks this feature."

I was like, “Why don’t Jiwa+ act like Jago Coffee? 😅”

Solution:

Add “Kopi Sejuta Jiwa” on Jiwa+

A growth study case

Promoting Jiwa+ on various social media platforms
Impact = Med Effort = Med

Janji Jiwa has social media channels such as:

Twitter
Instagram
TikTok
Facebook
However, information about Jiwa+ is lacking,
as only the “small” logo is displayed without
any explanation of what and where to get it.

instagram.com/kopijanjijiwa
Solution:

Make it more obvious such as add 1 slide for

A growth study case where to get Jiwa+
Raise ojol app prices to drive Jiwa+ adoption.
Impact = High Effort = Low

Currently, the prices of Janji Jiwa on both ojol

apps and Jiwa+ are the same.

To make people feel "better ordering through

Jiwa+," it is advisable for Janji Jiwa to make
prices on ojol apps higher than Jiwa+.

Solution:

The increase on ojol should be:

Gojek: Product Price × 20% + Rp 1000
Grab: Product Price × 30%
A growth study case
Growth Funnel
The Growth Model Funnel optimizes app user journeys, enhancing
retention and conversion during the transition to Jiwa+.

01 02 03
Acquisition Activation Retention
How do customer find How quickly can you How many customers
you? get your customer’s are you keeping, and
to the “aha” moment? losing the rest?
 Activation

A growth study case

 To-do list
01 Claim Voucher
Impact = High Effort = Low

Here's what we can do to boost

Jiwa+ app activation. 02 Cheaper Price
Impact = High Effort = Low

A growth study case

Claim Voucher
Impact = High Effort = Low

Upon installation, users should be offered a 50% discount voucher as

a thank you for choosing Jiwa+.

Currently, Jiwa+ automatically provides this voucher upon

registration, but we can enhance the delivery, perhaps through an
interactive pop-up upon first use.

Solution:

Change the way how we approach new users to get into the app for
the first time.

A growth study case

Cheaper Price
Impact = High Effort = Low

When using Jiwa+ for the first time, pay attention to the
onboarding process. One of the "Aha!" moments is the significant
price difference, with discounts of about 33%.

For instance, Kopi Susu Sahabat is priced at Rp 18,000 offline,

but only Rp 12,000 through Jiwa+. Let customers know about
this price difference when they come to outlet to order coffee

Solution:

When a first time users come into the outlet, we need to tell the
users to use Jiwa+ instead by showing the price differences
A growth study case
Growth Funnel
The Growth Model Funnel optimizes app user journeys, enhancing
retention and conversion during the transition to Jiwa+.

01 02 03
Acquisition Activation Retention
How do customer find How quickly can you How many customers
you? get your customer’s are you keeping, and
to the “aha” moment? losing the rest?
 Retention

A growth study case

 To-do list
01 Relevant Push-Notification
Impact = High Effort = Low

Here's what we can do to boost

Jiwa+ app activation. 02 Improve after order experience
Impact = High Effort = Med

03 Repair engagement program

Impact = High Effort = High

A growth study case

Relevant Push-Notification
Impact = High Effort = Low

According to Evan's portfolio [15], people dislike irrelevant

notifications, not notifications themselves.

While using Jiwa+, I received over 5 push notifications every 2

hours, which I eventually turned off due to the repetitive
information.

Solution:
It's better to send users only during lunch and the afternoon,
when most people are likely to buy food.

A growth study case

Improve after order experience
Impact = High Effort = Med

After placing an order, in the Jiwa+ app, we can provide a review

for the ordered products. However, this feature is hidden in the
ordering section and seems to be useless.

Why? Because even though we fill it out, we don't receive any

benefits. But, yes we sometimes get the benefits, but how?

Solution:
Provide cashback/points that can be collected to be exchanged
for something on after order experience.

A growth study case

Repair engagement program
Impact = High Effort = High

Based on the previous Starbucks case study, we see the

importance of an engagement program in driving repeat
purchases. Jiwa+ has one too, but adjustments are needed in
order to increase awareness and engagement.

Solution:

Provide free Jiwa Toast for a user who is having a birthday.

Promo discount if you buy coffee by using JanjiJiwa tumblr.

A growth study case

 Appendix

A growth study case

 [1] Kalahkan Kopi Kenangan, Janji Jiwa Punya Gerai Terbanyak di Indonesia pada 2022

[2] Ojek Online Sumbang 21% Pesanan di Restoran Skala Menengah-Besar

[3] Potongan GoFood Berapa Persen? Ada Skema Komisi Baru, Ini Untungnya Buat Mitra

[4] Potongan Grab Food Berapa Persen? Intip Detail dan Besarannya

[5] Startup kuliner Janji Jiwa Raih Pendanaan dari Openspace Ventures

[6] Cara Daftar Franchise Janji Jiwa Terbaru 2023, Siapkan Modal Rp100-200 Juta

[7] Bali 3D2N

[8] The Success Of Starbucks App: A Case Study

[9] Himpun Rp 24,38 T, Starbucks 'Diam-Diam' Adalah Bank Besar

A growth study case

 [10] The business model behind Luckin's explosive growth

[11] Luckin overtakes Starbucks as top coffee chain in China

[12] The Effect of Brand Experience, Brand Satisfaction, Brand Trust, and Brand Loyalty
Users of Janji Jiwa Coffee Application (Jiwa+)

[13] Restaurant Mobile Application towards Purchase Intention

[14] Google / Ipsos : Apps for Business Growth: How to Drive Profitability and Loyalty
This Holiday Season and Beyond

[15] Constructing a habit around air quality

A growth study case

Who are we?

Danny Dakhrisman Evan Fabio

Product Manager / UX Researcher @ nafas Growth Manager
Thank you
for reading!
For more detailed reports,
please send our team a message!