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LESSONS FROM THE MERMAID ‘ How to sell a $10 dollar cup o’ Joe *

*or whatever crazy price your local café is asking … Copyright © 2010 Eduardo Celis Rojo Logos and images used for illustration purposes only. All trademarks, graphics, and other material remain the property of their respective owners. The author claims no relationship with Starbucks corporation.


About The author, Eduardo Celis Rojo, a digital media specialist by trade, and coffee lover by conviction, is an expat living in Denmark since before the times of the “Mermaid Revolution”. Back in 1998, he started the first “modern” coffee specialist business in Denmark with the idea to replicate the success of Starbucks on this side of the pond. After growing the business from an idea to a profitable venture, he sold his stake to partners, traveled a bit, wrote a book about coffee, and eventually returned to the world of stories and pixels; where he toils to this day. “LESSONS FROM THE MERMAID. How to sell a 10$ Cup o’ Joe (or whatever crazy price your local café is asking …) ” Is part of a series of presentations designed to share some my conclusions on how passion, design principles, and customer knowledge (together with lots of hard work) can turn a cup of coffee golden… and a lot more.

Eduardo Celis  Rojo Copyright © 2010 Eduardo Celis Rojo Logos and images used for illustration purposes only. All trademarks, graphics, and other material remain the property of their respective owners. The author claims no relationship with Starbucks corporation.


Agenda 1

THE BASICS

2

THE COFFEE

3

THE PLACE

4

THE MESSAGE


1

THE BASICS Where, why, what?


It starts with coffee


But, it is about much more


It’s about feelings


It’s about love


It’s about pampering


It’s about ego


2

THE COFFEE It ain’t just beans


dark roast


brewed fresh


custom made


with flair


3

THE PLACE Location,

location,

location!


lay out


aroma


unique decor


lightning


where I live*


where I work


Where I am I!


4

THE MESSAGE Broadcast value, add perceived value...


fair trade


happy workers


good

neighbors


Fair,

Caring,

Neighbors


Therefore, “It’s OK  for  you  to  spoil  yourself,  with  me”


LESSONS FROM THE MERMAID How to sell a $ 10 cup o’ Joe* A slide presentation by

EDUARDO CELIS ROJO ed@dopetastic.com WWW.DOPETASTIC.COM

*or whatever crazy price your local café is asking for… Copyright © 2010 Eduardo Celis Rojo Logos and images used for illustration purposes only. All trademarks, graphics, and other material remain the property of their respective owners. The author claims no relationship with Starbucks corporation.

Lessons From The Mermaid  

How to sell a $10 dollar cup o’ Joe * *or whatever crazy price your local café is asking … Copyright © 2010 Eduardo Celis Rojo Logos and ima...

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