Kevin Yamaka
Job Title: Business owner and entrepreneur
Major: B.S. (economics and business and society)
Graduated: 2012
Part of the Daily Emerald "Alumni Take Flight" series
Kevin Yamaka, owner and founder of Soko Coffee in Eugene, started his business venture in March 2020 with his wife Leslie, a UO alumna. Thanks to a successful Kickstarter drive, what started as a coffee cart is soon to become a permanent shop. Graduating in 2012 with a B.S. in Economics and Business and Society, Kevin held several jobs in finance and accounting, before a layoff in 2020 motivated him to start his own coffee company.
Why did you choose to attend the UO?
I was born into a family of Duck fans. It goes all the way back to one set of my grandparents and my parents, who all met in school here. So growing up, UO was always a big part of the family. We always went to sporting events and I grew up in Keizer so we were always coming down to Eugene. It was the one and only direction for me to go.
What skills and key takeaways did you gain from your time at the UO that you now implement in your career?
One of the biggest things I took away was being open minded to what options and new ideas are out there. I also learned to tune out what's going on around you, focus on what my interests and needs are, and navigate the world based on where my interests are leading me. I started off thinking I was going into the business program at the UO and then because of my Freshman Interest Group (FIG), I started taking anthropology classes. I was surprised at my interest in those classes, and started taking more social science classes. I ended up with a general social science degree, and I was able to take those business and economic classes and tie it into something that I loved. It’s important to try out new things and see what works and what doesn’t. The UO does such a good job offering a wide variety of classes and because students are required to take classes in different fields, it really opens your eyes to what's out there.
What is your favorite memory from your time at the UO?
I met my wife Leslie while I was at school so that’s definitely a lasting memory. She was in the same dorm as my best friend during freshman year. That whole group of people were really close and we have actually remained friends until this day—there are about 20 of us, which I feel is rare. I still lean on them for guidance or to bounce off ideas. Everyone has gone on to do really great things so it’s been fun to see that group of friends develop. We’re now spread out all over the country, but we still make a point of staying connected.
You began your career in the corporate world. What motivated you to start your own coffee company?
I had a need for a creative outlet and creativity isn't necessarily something that's sought after in the finance realm. I was also looking to do something that was impactful for the community, and the corporate world wasn’t for me. Starting a business where I’m able to create jobs and focus on keeping money in the community by buying from local vendors and sourcing local ingredients was a great way to achieve that goal. It was doing something that was more impactful for the community and made me feel fulfilled.
What are some struggles you’ve experienced as an entrepreneur, and what lessons did you learn?
Entrepreneurship can definitely be lonely at times. Leslie and I learned very quickly not to be too proud to ask for help. We are consistently leaning on our support system of friends and family for guidance and advice. We have a strong understanding that we don’t have all the answers, but we know that if we lean on those around us they can help steer us in the right direction.
What’s in store for the future of your company?
In the immediate future we are opening a brick and mortar here in Eugene, and we are really excited. It’s under construction and we’re hoping to open later this spring or summer. We started a successful Kickstarter campaign to raise funds so now we're all-in and working on the cafe. For the long-term, we want to move towards roasting our own coffee and expand to multiple locations. Our goal is that instead of just getting bigger to get bigger, we want to create opportunities for our employees to grow within the business. Adding this aspect will allow employees to find something they are interested in, whether that be roasting or heading up a wholesale program. So that’s our long-term, five-year plan for now.
What advice do you have for fellow young entrepreneurs?
Learning continues far beyond college. Try and soak up as much information as you can whether that be through books, podcasts, or what have you. Your family, friends, and peers will be there for you to lean on. Continue to have conversations and learn as much as you can. With that being said, at some point you have to decide to act. I am a firm believer that everything can be figured out. You’re never going to know everything and the timing will never be perfect, but once you have some skin in the game and start moving towards starting your business, you will be able to figure things out as you go. My biggest piece of advice is if you want to start a business, take that first step.