Danny O'Neill - Finding the perfect customer

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Danny O'Neill - Finding the perfect customer발음듣기

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Danny: The lemonade stand is a very good analogy; you have to be where the people are.발음듣기

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No matter how beautiful and cool and neat your lemonade stand is, if there aren't any people around, you're not going to do very well.발음듣기

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We get the coffee, we roast it, and then we want to sell it to somebody.발음듣기

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Well, who wants to buy it?발음듣기

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You have to find your audience.발음듣기

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How are they going to know you have it?발음듣기

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That's marketing. I think in a broad society there's this notion, "I just need to get open. I just need to get open," whether it's a store, a restaurant, or an internet site today.발음듣기

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They just think that when they open that storefront or open that website the world's going to come find them.발음듣기

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Then the money will roll in.발음듣기

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I need to put myself front and center, and have a compelling product, and a compelling story for you to be able to make that risk and buy my coffee.발음듣기

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In the early '90s, and even to some extent right now, we're kind of an immature industry, and we're snobby, and we're pretentious.발음듣기

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If you were a discerning customer interested in quality coffee, I didn't really care where you were sitting; if you were at a coffee house or a grocery store.발음듣기

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Women buy 75% of the coffee, and women do 75% of the shopping, and women are in the grocery stores.발음듣기

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That's where they want to buy it.발음듣기

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Then the other notion was, you can't sell quality coffee in offices.발음듣기

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So, we didn't get caught up on all those fools and arguments in my mind, about where quality coffee should be sold. It worked out really well.발음듣기

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We didn't know it at the time, but we were establishing ourselves in these various market channels. It was complicated.발음듣기

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Again, we didn't really know any better. We just did it. We figured it out.발음듣기

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Today we've established ourselves pretty solidly in various market channels.발음듣기

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There's a couple things about coffee that are somewhat different.발음듣기

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Sometimes you hear it described as an affordable luxury.발음듣기

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That coffee has gone through up to nine sets of human fingers.발음듣기

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It's taken a year for a coffee tree to produce a pound or a pound and a half.발음듣기

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It's taken five years to get to the point where it can produce that first full crop.발음듣기

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Then that pound of coffee is going to produce 50 to 55 cups.발음듣기

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I can get all that for 15 cents in a couple of minutes at my house?발음듣기

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That is a steal. I'm going to sell to the people who love the taste of coffee and love coffee.발음듣기

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I'm not going for the person that just wants a little caffeine to go.발음듣기

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Back in the day, it was pretty easy when I was putting this plan together.발음듣기

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It was higher the education, the higher the specialty coffee.발음듣기

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The higher the income, higher specialty coffee.발음듣기

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Those are two still strong pieces of data.발음듣기

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Today, kids have grown up with quality. They know quality coffee.발음듣기

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The ones that know it, know it and they like it, and they know what they like.발음듣기

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If they have $5, they'll buy a cappuccino and a biscotti.발음듣기

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Kids are growing up today with quality, so it's a different market.발음듣기

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We're selling to a much greater, wider audience.발음듣기

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