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ENT 101
Are you Crazy?
ENT 101
26 Tim Hortons!!
2 Starbucks!!
14 DT Coffee Shops
Get used to it.
Get used to it.
JinxedBlindly determined
Get used to it.
JinxedBlindly determined
Biz case stuff
Get used to it.
Jinxed
Advisors
Blindly determined
3 clear milestones per biz case
Circa 2004Go to Market Strategy
Phase 1 Learn to roast the best coffee Identify the ideal blend(s) Trial the product with friends and family Have early sales to up to 6 customers
Follow-up to measure satisfaction If satisfaction=great then
Go to Phase 2 Otherwise, take advice and rework Phase 1
(or plan in Phase 2)
Go to Market Strategy Phase 2
Identify ancillary offering to complete offer (e.g. grinder, bag, scoop)
Come up with complete initial offer Create 1-800 number Create website with online ordering Trial at holiday period If satisfaction=great and sales>$500 then
Go to Phase 3 Otherwise, analyze what was missed and rework
Phase 1 or Phase 2 If not, close business.
Circa 2004
Since 2004!
Original Bus Plan objectives achieved within 2 years Phase 0: roasting experimentation Phase 1: product creation (2/05) Phase 2: proven success of product (6/05) Phase 3: wholesale continuous revenue (10/06) Phase 4: self supporting store (2/07)
Product differentiated, revenue stream, brand equity and created experience Time to move to next level
Circa 2007
Next Business Phases!
Phase 5: Optimize retail and wholesale business
Phase 6: Increase number of stores Phase 7: New avenue for Canada-wide
GTM
Circa 2007
Get used to it.
Imagine
Cold spring day
10 Years Later2 locations, 3 outlets!
Numerous awards!
K-cups this summer!
2013 Dec - Coffee in all Ontario Costcos!
In final negotiation for 1st franchise!
Still in business @ $2 coffee
So, Why?
So, Why?
Because why.
So, Why?1) You need a great
product.
So, Why?2) About the relationship
and identity.
So, Why?
So, Why?
So, Why?
Because why.
Must see - Ted talk with Simon Sinek on Why.
Focus on the Why
We are just starting
10 years later
About Luc
Silicon Valley executive - VP Marketing!
6 startups!
Technology background
About Carole
Nurse by trade!
No startup experience!
Ferocious roaster!
Passion for great coffee
January Top Sellers
Black Bears Butt Christmas Eve Christmas Jazz Great Outdoors California Blues
Thank you. Merci.
oldrock.ca