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Kopi Rutin · F&B Subscription
Scaling a coffee subscription from 200 to 2,400 members
A Bandung roaster had a great product and word-of-mouth growth, but no repeatable acquisition engine. We built one — and 12×'d the subscriber base in nine months.
The situation
Kopi Rutin sold a monthly coffee subscription that customers loved — churn was under 4% a month. The problem was the top of the funnel: growth depended entirely on Instagram word-of-mouth, which had plateaued at around 200 members.
They didn't need a brand campaign. They needed a predictable way to turn cold traffic into trials.
What we did
- Reframed the offer. Instead of "subscribe to our coffee", the lead offer became a first box for Rp 49k, cancel anytime — removing the commitment objection.
- Built a two-step funnel. A quiz ("find your roast") that segmented by taste and warmed visitors before the offer page.
- Layered channels deliberately. Meta for cold prospecting, Google Search for high-intent "kopi langganan" queries, and a referral loop that gave both sides a free bag.
- Made retention a growth lever. Post-purchase flows that nudged the second and third month — the moments where subscriptions live or die.
The results
Members grew from 200 to 2,400 in nine months, with payback on first order in under 45 days.
- Cold-traffic trial conversion: 6.8% off the quiz funnel
- Referral share of new members: 23%
- Month-3 retention: 81%
The subscription economics did the heavy lifting. Our job was simply to feed the machine with the right people, profitably.
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