Es Kopi Susu (iced coffee with milk) is a phenomenon that never dies. From college students to CEOs, everyone drinks it. And the good news is — you don't need a multi-million-rupiah espresso machine to start selling. With just Rp 200,000 in capital and the right recipe, you can start a profitable Es Kopi Susu business right from home.
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3>Why Es Kopi Susu?
Here are a few facts that make this business appealing: Indonesia's coffee consumption keeps rising every year — meaning a constantly growing market. Repeat orders are very high — coffee lovers buy almost every day. Food cost is very low — one cup costs only Rp 3,000-5,000 but can be sold for Rp 15,000-20,000. The preparation process is simple — no professional barista skills needed. And it can be sold in bottles — with a shelf life in the fridge of up to 3 days.
Starting Capital of Rp 200,000
Here's a realistic breakdown of the starting capital: premium robusta ground coffee, 250g (Rp 35,000), UHT milk, 1 liter (Rp 18,000), liquid palm sugar, 500ml (Rp 25,000), 250ml plastic bottles, pack of 30 (Rp 45,000), 30 label stickers (Rp 30,000), ice cubes, 5 kg (Rp 15,000), and a French press or simple coffee filter (Rp 30,000). That's a total of about Rp 198,000 for your first 30 bottles.
Best-Selling Es Kopi Susu Recipe
Here's a basic recipe that's proven delicious and loved by many: brew 20g of ground coffee with 100ml of hot water (92-96°C/198-205°F), let it steep for 4 minutes, then strain. For one 250ml bottle: 60ml coffee, 150ml full-cream UHT milk, 30ml liquid palm sugar, and ice cubes. Shake or blend briefly. This ratio produces a well-balanced flavor — not too bitter, not too sweet, creamy and refreshing.
Menu Variations for Upselling
Don't just sell one variety — add variations to attract more customers: Es Kopi Susu Aren (classic best seller, iced coffee with palm sugar and milk), Es Kopi Susu Hazelnut (add hazelnut syrup for Rp 1,000 per cup, sell for Rp 3,000 more), Es Kopi Susu Vanilla (using vanilla extract), Es Matcha Latte (for non-coffee drinkers), and Coklat Susu (chocolate milk, for kids). With 4-5 varieties, you'll reach a much wider market.
Effective Sales Strategies
Start with pre-orders via WhatsApp and Instagram Stories — create urgency with a limited daily quota. Offer free delivery for nearby areas (within a 3 km/2 mile radius). Offer a weekly subscription package: 5 bottles for Rp 65,000 (a savings of Rp 10,000 compared to buying individually). Consign your product to local food stalls, canteens, or convenience stores. And once you're stable, don't forget to list your business on GoFood and GrabFood.
Profit Calculation
Production cost per bottle: around Rp 4,500 (including the bottle and label). Selling price: Rp 15,000. Profit per bottle: Rp 10,500. If you sell 20 bottles a day: that's a profit of Rp 210,000 per day, or about Rp 5-6 million per month — all from selling coffee at home! And this can keep growing as your customer base expands and you're able to produce more.
Es Kopi Susu is one of the culinary businesses with the best capital-to-profit ratio. Start with 10-20 bottles a day, build a loyal customer base, and scale up gradually. Who knows — this could be the beginning of the next big coffee brand!
