Amidst the hustle and bustle of his academic life, Muhammad Fardan Arrizieq, an undergraduate in the Accounting program at the UGM Faculty of Economics and Business (FEB UGM), decided to start a shoe cleaning service.
After hearing his friends complain about finding quality shoe-cleaning services in Yogyakarta, he was inspired to do so.
In January 2023, he launched this small business with his brother. He promoted the service by posting a simple poster on Instagram.
“Initially, we were just testing the waters, doing it for fun, but it turned out that many were interested. Orders kept coming in for one or two weeks, and at times, we were overwhelmed with demand,” he shared at FEB UGM on Thursday (Oct. 31).
Seeing the positive market response, Arrizieq started structuring his business, RockWashRepeat, more systematically. Like building a team, he began recruiting new members.
RockWashRepeat continued to grow. The shoe-cleaning business eventually offered services and catered in-depth to various customer requests.
RockWashRepeat became famous for offering various services tailored to different shoe materials, such as canvas, suede, or leather.
The services also included deep cleaning, removal of yellowing from shoe soles (unyellowing), and specialized repairs for damaged shoes. One unique feature that sets RockWashRepeat apart from similar businesses is the free pick-up and delivery service for the UGM area.
Arrizieq acknowledged that this service became one of the main attractions for students looking for a practical solution without the hassle of visiting a shoe-cleaning location.
“With this free pick-up and delivery service, we aim to make things easier for students, providing convenience and efficiency for those with busy schedules,” he said.
One of the key differentiators of his business is the free pick-up and delivery service for the UGM area. According to Arrizieq, this has been a major draw for students who prefer practical solutions without the hassle of going to a shoe cleaning place.
Arrizieq revealed that when he first started the shoe-cleaning business, he invested around IDR 3 million. Now, he has earned profits with a monthly turnover of IDR 8-10 million.
Despite the lucrative potential, Arrizieq admitted that running the business is not as easy as it seems. He faced various challenges, the most difficult of which was maintaining service quality standards.
He noted that it takes work to make a strong first impression in building customer trust, especially in a competitive service industry.
“It is crucial to make a good first impression on customers. Initially, there was a lot of pressure to meet expectations because customers will undoubtedly have high expectations. They trust us with their shoes to clean,” he explained.
Arrizieq emphasized that the customer’s first experience is critical in the service business. Satisfied customers will automatically place repeat orders and recommend the service to their contacts.
Conversely, if customers are dissatisfied with the service, there is a high chance they will not return.
Additionally, ensuring that the team maintains the required standards when running the shoe-cleaning business is essential.
“I am not hesitant to train employees from scratch, teaching them the correct cleaning methods to ensure the quality remains up to standard,” he explained.
RockWashRepeat is currently based at Kios Ngabean, Jl. Wahid Hasyim No. 21-22, Notoprajan, Ngampilan, Yogyakarta. Four employees support the business.
Building a business is no easy feat. However, for Arrizieq, being attuned to one’s surroundings can be the key to starting a business. Just as he founded RockWashRepeat, he sought out problems in his environment.
“I look for the problem and find out what people around us need, then we offer the solution,” he said.
Arrizieq did not immediately focus on profit when building a business. He understands that business will always have ups and downs, so the most important thing is to focus on how the business can grow and become bigger.
“Consistency in facing the ups and downs of business is crucial, and building connections is also an essential aspect that needs attention,” he advised.
For him, business is not always about prestige or status but rather the idea. A simple idea can become a potential business if it creates value.
Arrizieq believes having a unique selling point and understanding the community’s needs are also key to ensuring business longevity.
Even in a stable condition, he advised fellow entrepreneurs never to feel too safe or comfortable. Entrepreneurs must always maintain a high level of curiosity.
“Every day, we should ask ourselves, ‘What’s next? What should I do tomorrow?’ Don’t be afraid to try. Direct experience is invaluable. No business becomes instantly successful and large. It all takes a process,” he concluded.
Report by: FEB UGM/Shofi Hawa Anjani and Kuria Ekaptinngrum
Author: Agung Nugroho
Editor: Gusti Grehenson
Post-editor: Afif