Lessons From The Mermaid

‘LESSONS FROM THE MERMAIDHow 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.

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.

About

Eduardo  Celis  RojoCopyright © 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.

1

2

3

4

THE BASICS

THE COFFEE

THE PLACE

THE MESSAGE

Agenda

THE BASICSWhere, why, what?

1

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

THE COFFEEIt ain’t just beans

2

dark roast

brewed fresh

custom made

with flair

THE PLACELocation, location, location!3

lay out

aroma

unique decor

lightning

where I live*

where I work

Where I am I!

THE MESSAGEBroadcast value, add perceived value...

4

fair trade

happy workers

good neighbors

Fair, Caring, Neighbors

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

Therefore,

EDUARDO CELIS ROJOed@dopetastic.com

WWW.DOPETASTIC.COM

LESSONS FROM THE MERMAIDHow to sell a $ 10 cup o’ Joe*

A slide presentation by

*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.