Danny O'Neill - Differentiation in your market

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Danny O'Neill - Differentiation in your market발음듣기

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Danny: Danny O'Neill with the Roasterie.발음듣기

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Basically you buy green coffee and it's not too different than if you wanted to buy corn on the cob or something like that but we're buying something and we're transforming it.발음듣기

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Popcorn might be a good analogy.발음듣기

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People, they don't care about their kernels of corn, they want popcorn.발음듣기

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Grains of popcorn aren't going to do anybody any good and then popcorn at the car wash isn't going to do any good, they want it sitting in a theater, they want it sitting at home.발음듣기

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So what do people want and where do they want it, when do they want it and then can you get it to them?발음듣기

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Freshness is key, key key key.발음듣기

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Right now if we do same day, which we do, you order today we're going to roast it today, ship it today, you're either going to get it today or tomorrow.발음듣기

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So we have this sophisticated map and it's just Kansas City in concentric circles and what we really want to do is concentrate on that phase one, you're going to get your coffee today or tomorrow.발음듣기

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You just back up five hundred miles, now we probably have 5,000 competitors that we didn't have.발음듣기

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How many competitors do you want?발음듣기

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So this is really a compelling point of differentiation and it also speaks to every value that we have about freshness but there's so much within phase one, I think we have 114 or 115 million people in there.발음듣기

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There's a lot of room for us to grow within that.발음듣기

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We want to grow ten times where we are right now by 2020.발음듣기

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There are aspects of size and technology that can actually make us better, more nimble and quicker than we were when we were small.발음듣기

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But at some point in time, whether you're baking bread or making wine, there's a point that there's tradeoffs and you're not going to be special anymore.발음듣기

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You know if it's hand made by scratch and you could slice and dice and explain it scientifically and go through the ratios but if you did a blind taste test, most of the time scratch wins and the scientists, the bookkeepers, the accountants would love to fight and argue about that but at the end of the day if you have a pallet, you can generally tell.발음듣기

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Is this still delivering on our values?발음듣기

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Is this still delivering on our mission?발음듣기

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I tell my folks I don't really care how sophisticated or how intellectual you want to get about it, I just look at our logo, our package, our coffee, and whatever environment that you're suggesting it be in and I think is that brand building or is that take away?발음듣기

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We've turned down some significant pieces of business that would not be helpful to our brand and that we didn't know anything about and at the end of the day, it would have been just about money and it wouldn't have made us feel good.발음듣기

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