28th September Class

Coffee Starter Pack

Me and Gabriel were in charge of researching the coffee starter-pack idea.

Our main objectives through this idea were:

  • Bundling simple methods to make coffee at home with good quality at an affordable price.
  • Educating people on the best way to make their own coffee
  • Build a culture of coffee making

We did a SWOT analysis as well as competitors' analysis. Perk Coffee, and Hook Coffee were some of the leading competitors although they were more premiumly priced. We proposed that we could target a cheap, minimalistic brand image. Our target market would be people who drank coffee regularly and were price conscious too. We wanted to sell them the story of investing in a good product for long term affordable quality.

I came up with the pricing for a basic starter kit. It would consist of 250g of Ethiopian Beans from Jewel Coffee, a Hario V60 sourced from China, and some filter paper to go with it. This would make the cost of goods to be around 28$. This seemed like a good price because Perk Coffee's range started at 57$.

Rodrick's Remarks

  1. Doesn't stand out to have unique value
  2. The mobile phone ecommerce is more competitive but ground coffee is a trand that will come and go


Final Outcome

In line with Roderick's advice, the cold brew concentrate idea seemed to be the most feasible one to move forward with.

Some of the key takeways for me from the discussion were:

  1. We need to think about production in its entirety.
  2. Events when they give fruit punch provide only hot coffee sometimes. We Could introduce this there.
  3. We need to think about safety, hygiene
  4. Think about how nitro brew is doing and its impact on traditional cold brew
  5. Study benches, posters, flyers could be some of the marketing channels
  6. Think about competition with kopi peng