3. PROBLEMS 4. MOTIVES 1. BUSINESS 8. COMPETITIVE 6. SOLUTIONS
– wants to drink a coffee – drinks only good fair trade Café Mánual – a local café ADVANTAGES – strong, good quality and fair
– coffee – experienced, skilled barista – trade coffee
– can't afford Starbucks
– doesn't want to be associated – with awards in coffee making – coffee to go
– doesn’t have time to drink
– with chain cafés
– morning coffee at home – text to order a coffee (15 min – reasonable prices
– seeks a place which would – earlier)
– feels sleepy – queue passes for regular
– refelect his hipster image
– customers
– is in a hurry (needs coffee on – coffee for free in case of
– wants to meet new people
–the go) – waiting more than 5 minutes – fresh sandwiches / snacks
– needs a place to work in
– wants to taste coffee from 2. USERS – free, secured wi-fi
– different brands and parts of – exclusive deals with premium
– students (taking coffee during
– needs a place to meet friends / – the world – coffee brands – helpful and skilled barista
– a break)
– business partners / clients etc.
– wants to make a good – coffee-of-the-week – comfortable seats and tables
– businessmen (buying coffee on
– quality of coffee in chain cafés – impression on a client / – their way to work) – easy to understand menu
– isn't satisfying – business partner
– coffee aficionados (seeking – clean interior
– needs to grab something to eat
– perfection in coffee making) – each week a special
5. FEARS – coffee-of-the-week
– coffee won't taste good
7. ALTERNATIVES – discounts for students
– don't drink coffee at all – open from 6 AM
– it will be too expensive
– drink coffee at home /
– the place will be crowded
– university / office
– he / she will be late for class /
– bring coffee in a thermal mug
– work 9. UNIQUE VALUE
– drink green tea / energy drink
– there will be no food to buy PROPOSITION
– go to another small café
– the names in the menu will be Café Mánual – a friendly local
– too fancy café with best quality coffees – go to a chain café
– the quality won't be the same from premium brands, where
– each day a champion-barista won't keep
you waiting more than 5 minutes,
– there will be no drip brew where you can even order your
– Ethiopia coffee earlier by texting and
– barista will look down on him / where you'll pay less than in
– her a chain café for all that.
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