How Three University Students Crowdfunded a Cafe via WeChat

Most student-run campus projects fizzle out after a semester—but not this one. At Zhejiang Normal University in China, three undergraduates launched a WeChat-based lifestyle service for students. What started as a way to share class schedules and meal orders grew into a 22,000-follower platform that funded a real-world café. Here’s how they bootstrapped a profitable media venture, then turned it into a bricks-and-mortar business with 45 partners.

In just six months, the students’ WeChat account ‘Pocket USST’ went from a small project to a self-sustaining media platform with a clear profit margin—enough to cover team salaries and launch a café. By combining essential student services with smart crowdfunding, they built a viable business model without external investors.

The Birth of Pocket USST

In March last year, three students at Zhejiang Normal University—Tang Zhonglin (international trade major), Chen Yi (junior), and Zhou Henghui (urban planning senior)—founded ‘Pocket USST’, a campus lifestyle WeChat service. The account launched amid stiff competition from other similar university-focused accounts. Initially, the team of eight focused on delivering food orders to build an audience.

When external food delivery apps entered the market and undercut their service, the students pivoted. They added high-demand features: grade and class schedule lookups, milk and fruit delivery, a merchant membership card system, driving school sign-ups, and part-time job listings. Entertainment events and offline activities also helped attract followers. The platform now serves 22,000 students and is the most-followed student-run WeChat account at the university.

Turning Followers Into Profit

By September, the account became profitable. Tang Zhonglin revealed that a portion of the income covers living expenses for six team members and pays stipends to eight content contributors. The majority of profits are reinvested into expanding the service. Running the account demands significant time—during busy periods, Tang worked five to six hours daily managing operations. The original eight-person team has since slimmed down to three core members: Tang, Chen, and Zhou.

The account’s success didn’t stop at digital services. When a campus café went up for sale on New Year’s Day, the team seized the opportunity. Using their savings and parental support, they bought the business. Within ten days, they reopened it—but quickly realized juggling studies, the WeChat platform, and café operations was unsustainable.

Crowdfunding a Café with 45 Partners

To reduce personal financial risk and build a community around the café, the trio launched a crowdfunding campaign through Pocket USST. They divided the café into 60 shares at 3,000 yuan each—totaling 180,000 yuan—and opened the round to students, alumni, and even local business owners. In just four days, they hit their target.

The 45 shareholders include students from various majors and years, graduates, and professionals. This model not only lowered the founders’ capital burden but also created a network of collaborators invested in the café’s success. The café serves as a physical hub to strengthen ties with their digital audience, addressing the challenge of maintaining engagement beyond social media. The team calls this approach an ‘internet+’ strategy—merging online growth with offline community building.

Graduation isn’t slowing them down. Tang, Chen, and Zhou plan to refine their services and expand into O2O (online-to-offline) retail spaces. They’re already in talks with other universities in Jinhua to broaden their service area, with long-term plans to reach community-level markets.

Frequently Asked Questions

How did the students make money with their WeChat account?

The students monetized their WeChat account ‘Pocket USST’ through a variety of student-focused services including grade and class schedule lookups, milk and fruit delivery, a merchant membership card system, driving school sign-ups, and part-time job listings. These services attracted 22,000 followers, generating enough revenue to cover operational costs, team stipends, and eventual investment into a physical café.

Why did they pivot from food delivery to other services?

The team initially offered food delivery to attract users, but had to pivot when larger third-party apps entered the market and reduced their order volume. They shifted focus to essential student services like grade checks, class schedules, and practical needs such as milk and fruit delivery, which had more consistent demand and helped grow their follower base.

How did they crowdfund the café?

They divided the café into 60 shares priced at 3,000 yuan each, raising a total of 180,000 yuan in just four days through their WeChat platform. The crowdfunding effort attracted 45 shareholders, including students, alumni, and local entrepreneurs, who became partners in the business and helped share the financial and operational responsibilities.

How many people originally ran the WeChat account and who remains?

The WeChat account started with a team of eight students. Over time, members left due to graduation and academic pressures, leaving three core members: Tang Zhonglin, Chen Yi, and Zhou Henghui, who continue to manage operations and content.

What are their future plans for expansion?

The team plans to develop more detailed services, create O2O retail locations, and expand their service area to other universities in Jinhua. They also aim to eventually bring their model to community markets to uncover additional revenue opportunities.