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

       *or whatever crazy pric...
About
     The author, Eduardo Celis Rojo, a digital media specialist by trade, and coffee lover by
     conviction, is an...
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 ...
Lessons From The Mermaid
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Lessons From The Mermaid

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How to sell a 10 $ Cup O' Joe. Or whatever crazy price your local café is taking for a latté.

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Lessons From The Mermaid

  1. 1. LESSONS FROM THE MERMAID ‘ How to sell a $10 dollar cup o’ Joe * *or whatever crazy price your local café is asking … Copyright © 2010 Eduardo Celis Rojo Logos and images used for illustration purposes only. All trademarks, graphics, and other material remain the property of their respective owners. The author claims no relationship with Starbucks corporation.
  2. 2. About The author, Eduardo Celis Rojo, a digital media specialist by trade, and coffee lover by conviction, is an expat living in Denmark since before the times of the “Mermaid Revolution”. Back in 1998, he started the first “modern” coffee specialist business in Denmark with the idea to replicate the success of Starbucks on this side of the pond. After growing the business from an idea to a profitable venture, he sold his stake to partners, traveled a bit, wrote a book about coffee, and eventually returned to the world of stories and pixels; where he toils to this day. “LESSONS FROM THE MERMAID. How to sell a 10$ 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.
  3. 3. Agenda 1 THE BASICS 2 THE COFFEE 3 THE PLACE 4 THE MESSAGE
  4. 4. 1 THE BASICS Where, why, what?
  5. 5. It starts with coffee
  6. 6. But, it is about much more
  7. 7. It’s about feelings
  8. 8. It’s about love
  9. 9. It’s about pampering
  10. 10. It’s about ego
  11. 11. 2 THE COFFEE It ain’t just beans
  12. 12. dark roast
  13. 13. brewed fresh
  14. 14. custom made
  15. 15. with flair
  16. 16. 3 THE PLACE Location, location, location!
  17. 17. lay out
  18. 18. aroma
  19. 19. unique decor
  20. 20. lightning
  21. 21. where I live*
  22. 22. where I work
  23. 23. Where I am I!
  24. 24. 4 THE MESSAGE Broadcast value, add perceived value...
  25. 25. fair trade
  26. 26. happy workers
  27. 27. good neighbors
  28. 28. Fair, Caring, Neighbors
  29. 29. Therefore, “It’s  OK  for  you  to  spoil  yourself,  with  me”
  30. 30. 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.
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