Fuelling dreams through Coffuel

Coffuel's inception is a testament to the team’s entrepreneurial spirit; driven by a desire to break away from conventional paths. Founded by Sven Lim Shi Yuan, a Psychology student with a passion for coffee, and the Managing Director of Coffuel, the journey began with a pop-up store at the UTAR Flea Market. Realising the potential, he reached out to his close friend, Jay Chan Wei Jie, Co-founder and Operation Manager, who shared a similar eagerness to gain experience and delve into entrepreneurship. As the concept evolved, Co-founder and Finance Manager Kris Chew Han Seng, and Co-founder and Marketing Manager Ellis Phua Sook Sim, joined the team, both sharing a collective enthusiasm for the coffee business.

While their academic backgrounds varied, their shared vision and commitment brought them together. Each member brought a unique set of skills to the table, creating a well-rounded team. They spent countless hours researching, planning, and ensuring the success of their pop-up coffee store during the UTAR Flea Market. After the successful popup event, the team realised the potential of turning their passion into a permanent venture. With graduation approaching, they decided to pool their skills and resources, forming the Coffuel team. Their journey is a testament to the power of shared vision, collaboration, and the belief that ‘together, we can build something remarkable’.

Sven Lim explained, “Coffuel is more than just a cafe; we’ve diversified our offerings to include coffee-related segments such as wholesale, catering, and pop-up stores/events. The name 'Coffuel' is a creative amalgamation inspired by our main target audience—students. Understanding the burnout and exhaustion that often accompany classes, assignments, and examinations, we envisioned Coffuel as a source of rejuvenation. Our aim is to help students energise their day with a delightful cup of coffee. Just as a machine needs fuel to operate efficiently, we believe a cup of coffee can enhance people’s performance and make their tasks more manageable. The name 'Coffuel' is a fusion of 'coffee' and 'fuel,' symbolising our commitment to energising and fueling the community with quality coffee. Coffuel embarked on its business journey with a pop-up event in February 2023, marking the initial phase of our venture. Shortly after our graduation from UTAR, we officially launched our first coffee store in September 2023. This progression allowed us to establish a more permanent presence and better serve our growing community of coffee enthusiasts. Ideas fuel the journey; plans pave the way; action turns dreams into reality.”

Jay Chan said, “The success of our home-based café further solidified our position in the local market, reflecting positive customer feedback and loyalty. These achievements, although initial, signify our commitment to excellence and customer satisfaction within the UTAR community. As we transition to a permanent stall in Student Pavilion II, we anticipate further milestones and opportunities for recognition on our exciting journey. Throughout our journey, the Coffuel team actively participated in various official brand workshops, including the Niko Neko Matcha Workshop, Monin Workshop, and Hiestand Croissant Workshop. These engagements not only enhanced our knowledge but also allowed us to stay abreast of industry trends and refine our offerings. It reflects our commitment to continuous learning and ensuring that we bring the best to our customers. People always tell you to think big, but the most important thing is you need big action. This venture is more than a business; it's an exploration of entrepreneurship and experiential learning. We believe in learning by doing, understanding that running this business will impart lessons that textbooks can’t capture. Our journey is a colossal learning adventure, shaping our growth both personally and professionally. Coffuel is not just a business; it's an opportunity to learn, evolve, and embrace the unexpected. Success doesn’t care about what you think; it cares about what you do.”

Kris Chew expressed, “Don't wait for perfect conditions; take the first step and make conditions perfect. Coffuel's connection with Unovate Centre began through the Pop-Up Market, organised by Unovate Centre. Ms Esther, a representative from Unovate Centre, approached us, introducing the opportunities available for UTAR student entrepreneurs through the Unipreneur STEP Cultivation Programme, one of the Entrepreneurship Programmes. This marked the beginning of a beneficial partnership. Unovate Centre has been instrumental in our journey, offering mentorship, providing opportunities to participate in official UTAR events, facilitating connections with UTAR for securing a permanent location, and extending benefits like rental discounts. Additionally, their support has significantly enhanced our social media exposure, contributing to the overall success and growth of Coffuel. UTAR’s education has played a crucial role in shaping our approach to business and contributing to Coffuel’s success. While our academic backgrounds may not directly align with the coffee business, the skills we acquired during our studies have proven to be valuable assets. The university environment, with its emphasis on critical thinking, problem-solving, and effective communication, has equipped us to tackle challenges in the entrepreneurial world. For instance, the experience of working on group assignments taught us how to collaborate as a team and communicate effectively, skills that are essential for running a business. UTAR’s emphasis on holistic education has nurtured our ability to adapt to different situations, manage stress, learn quickly, and collaborate effectively as a team. Furthermore, UTAR’s diverse community has provided us with insights into various perspectives, helping us understand and cater to the preferences of a wide customer base. Overall, our education at UTAR has been a foundation for the analytical and interpersonal skills essential for navigating the complexities of the business world.

Ellis Phua enthused, “Don’t be afraid of what you don’t know; instead, see it as a chance for new ideas and progress. Embrace uncertainty because it’s the path to being creative and getting better.” She also added, “Our pricing strategy, emphasis on quality, and commitment to customer satisfaction position us for continued success within the UTAR community. Our product range primarily revolves around coffee, with some non-coffee options also available. Coffee is a crucial part of the daily lives of students and office staff, functioning as a cognitive enhancer, a social catalyst during breaks, and a customisable beverage to cater to individual tastes. Beyond its practical advantages, coffee holds cultural significance, fostering shared experiences and creating positive atmospheres in work or academic settings. Our current bestsellers, the Americano and Latte, showcase the richness of our coffee offerings. The Americano boasts a bold, full-bodied taste, providing a stronger flavour profile compared to the Latte. In contrast, the Latte offers a well-rounded flavour, primarily composed of milk, with a subtle robustness from the espresso, making it a favourite among our customers. Whereas Green Tea Latte is our best seller for non-coffee.”

Coffuel’s future direction is characterised by a multifaceted approach that encompasses growth, innovation, and community engagement. Their strategic initiatives include:

1. Expansion and Innovation: They plan to expand their offerings beyond beverages, introducing pastries, bakes, snacks and food items. This diversification aligns with market trends and caters to the evolving preferences of our customers.
2. Diversification Beyond Café Operations: In line with our commitment to innovation, Coffuel envisions expanding its business scope. This includes venturing into coffee ingredients wholesale and providing quality raw materials to other businesses. Additionally, they are exploring opportunities in coffee equipment and machine services, encompassing repair, maintenance, and resale.
3. Community Involvement: Coffuel sees itself as an integral part of the UTAR community. They plan to actively engage with student organisations, support local events, and collaborate on initiatives that contribute to the vibrancy and well-being of the community.
4. Educational Initiatives: Coffuel envisions becoming a hub for coffee and entrepreneurship education. Through workshops, events, and collaborations, they aim to provide valuable insights and skills to the community, fostering a culture of learning and empowerment.
5. Technological Integration: Embracing technology is a key aspect of their future plans. The team aim to enhance customer experience through the implementation of a robust POS system, potentially incorporating a mobile app for convenient ordering and loyalty programmes.
6. Continuous Learning and Adaptation: Given the dynamic nature of the F&B industry, Coffuel remains dedicated to continuous learning and adaptation. Staying abreast of market trends, customer preferences, and technological advancements is fundamental to their growing success.

Coffuel is also set up with the mind to be a sustainable business venture, keeping in line with the Sustainable Development Goals (SDGs). The SDGs included:

1. SDG 3: Good Health and Well-Being: Offering quality beverages and snacks contributes to the well-being of customers, and also promotes a positive and welcoming environment in our coffee shop.
2. SDG 4: Quality Education: Coffuel is dedicated to providing quality education to the community. Through workshops and events, they aim to impart knowledge on coffee appreciation, entrepreneurship, and related topics, contributing to accessible and inclusive education.
3. SDG 9: Industry, Innovation, and Infrastructure: The incorporation of technology, such as POS systems, reflects a commitment to innovation in the food service industry, enhancing efficiency and customer experience.
4. SDG 12: Responsible Consumption and Production: Coffuel emphasises responsible sourcing of coffee beans and other ingredients, striving for sustainable and ethical practices. Additionally, efforts to minimise waste and efficient inventory management contribute to sustainable consumption and production.
5. SDG 13: Climate Action: Efforts to minimise environmental impact, such as responsible sourcing, waste reduction, and potentially exploring eco-friendly packaging, contribute to climate action.
6. SDG 17: Partnerships for the Goals: Collaborating with suppliers, engaging with the local community, and potentially participating in sustainability initiatives foster partnerships to achieve common goals.

Customers can purchase the products at their physical coffee shop, located in Student Pavillion II (Block K).  For those who enjoy the in-person experience, their friendly staff is always ready to assist at the physical store, ensuring a seamless and enjoyable buying process. Additionally, for those who prefer the comfort of their location, the team also provides a reliable delivery service. This is due to the customer base being students, as well as staff, so if customers prefer the comfort of their homes or offices can enjoy the products by placing an order through Coffuel’s social media. The team offers the convenience of online ordering through their Instagram or Whatsapp. To make a purchase, customers can simply visit their social media, browse through their menu, and place orders online. Currently, they are working with an IT team to develop their own website and mobile application to enhance the online ordering experience.

Together, they form a well-rounded team, each contributing to different aspects of Coffuel's operations to create a harmonious and successful business. Sven Lim is the visionary behind Coffuel. His responsibilities include overall business strategy, decision-making, and ensuring that the company aligns with its mission and values. Jay Chan oversees the day-to-day operations of Coffuel. His responsibilities include managing staff, inventory control, and ensuring the smooth functioning of their coffee stalls. Kris Chew takes care of the financial aspects of Coffuel. His responsibilities include budgeting, financial planning, and ensuring the financial health and sustainability of the business. Ellis Phua is in charge of marketing and promotion. Her responsibilities include social media management, advertising, and creating strategies to enhance Coffuel’s brand presence.