Market Place of 2020 - CoffeeClub Network

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Presentation on the 2009 India International Coffee Festival about the CoffeeClub Network, connecting the coffee world (www.coffeeclubnetwork.com).

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Market Place of 2020 - CoffeeClub Network

  1. 1. Market Place of 2020 CoffeeClub Network 90020180 Carlos Henrique Jorge Brando October 2009
  2. 2. 2020… CLOSER THAN WE THINK – Major forces in 21st century: • globalization • information technology • Internet – Closer coffee world: • consumers: where my coffee comes from • growers: relationships and partnerships
  3. 3. SOCIAL NETWORKS – social structure made of individuals (or organizations) – connected by common interests – such as friendship, business, knowledge, h f d h b k l d prestige – or coffee…
  4. 4. ONLINE SOCIAL NETWORKS – Representation of affective or professional relationships in the web – Platform to share ideas among people who have common interests and goals – Using information technology to connect them
  5. 5. ONLINE SOCIAL NETWORKS – Social networks today: COFFEE • phenomenon • Facebook, MySpace, Twitter.. • just for youngsters? – I th f t In the future: COFFEE • something natural • just another social meeting point • like a town square, a fair or a trade fair COFFEE
  6. 6. WORLD SHARING KNOWLEDGE – Coffee knowledge in the web: • Where is it? • Spread over thousands of sites and communities © Copyright P&A
  7. 7. WHAT IF WE “BLEND” ALL COFFEE SITES AND NETWORKS? ― CoffeeClub Network • a virtual platform to connect people related with coffee • supported by the International C ff t d b th I t ti l Coffee Organization (ICO) ― All coffee related subjects and gadgets ff l t d bj t d d t from other networks… ― T Together i an exclusive network th in l i t k created for coffee lovers COFFEECLUB NETWORK
  8. 8. COFFEECLUB NETWORK ― The environment of a virtual social network • Membership totally free! • Post id P t videos and photos d h t • Participate in forums • Post questions and answers q ― Find coffee friends and/or business partners ― Offer products and services ― Join communities ― Promote • yourself • your company • your business COFFEECLUB NETWORK
  9. 9. HOW TO JOIN THE COFFEECLUB NETWORK? - accept i it ti or t invitation enter site www.coffeeclubnetwork.com -sign up -login login -join favorite communities COFFEECLUB NETWORK
  10. 10. ACHIEVEMENTS – 25,000 visitors in 1 year , y • 155 different countries – 95,000 page views (total visits)! – More than 700 members – 62 communities! • 21 created in 2009 – Relevant players in to o o s co ee o d tomorrow’s coffee world
  11. 11. SOURCES OF VISITORS
  12. 12. SOURCES OF VISITORS
  13. 13. VISITOR FEATURES – 69% new visitors in one year – C Country rank:k • US • Canada • Brazil • India • UK • Australia • Mexico • Germany • Colombia • Spain – Origin of Traffic: • 52% from search engines! • 26% reference sites (e.g.: ICO site) • 22% direct – Average time on site: 3 to 4 minutes
  14. 14. INDIA ON COFFEECLUB ― 6th place in visitors ― Bangalore, Hyderabad, Mumbai, Chennai, Delhi, Mangalore…
  15. 15. HIGHLIGHTS: NEW COMMUNITIES – India International Coffee Festival 2009 – COFFEEPEDIA – world coffee encyclopedia ld ff l di – Coffee Business Opportunity – From Guatemala – Climate change and coffee – Cocoa Community – DO Café Marcala (Honduras) – coffee/espresso tamper – Coffee Agribusiness & Honduras – coffee machines HUGE INTEREST IN STARTING A COMMUNITY
  16. 16. HIGHLIGHTS: EXPLORING BUSINESS OPPORTUNITIES – New service (actually, a modified community) – Special place to offer coffee (or product or service) • “Coffee from Cundinamarca, Colombia” • “Want to sell The Exotic LUWAK COFFEE origin Sumatra, Indonesia Sumatra Indonesia” • “Supply of Robusta Coffee Bean” • “Coffee supplier – Honduras Highlands” • “Partnership for 500 plus acres of Jamaican Blue Mountain Coffee” • “Offer USED / Refurbished equipment as good as Offer new” – Mostly growers offering their coffees yg g – But other product and service providers too
  17. 17. HIGHLIGHTS: PARTICIPATION INCREASING – Debates increasing • from viewers to participants – Discussion forum • more frequent • “Can we use the CCN platform to p connect small growers to buyers?” – Network reaching maturity – Participation is not easy to achieve even for large social networks • Facebook • MySpace • etc.
  18. 18. NETWORK REDEFINES ITSELF – CoffeeClub Network • no answers • environment for contacts/discussions • members find own answers – Collaborative construction – Business contacts – Problem solving INNOVATION IS SOLUTION TO BOTTLENECKS
  19. 19. COFFEECLUB NETWORK AS A PROBLEM SOLVER – Coffee origin communities – Developing coffee connections – Coffee Business Opportunities PATHS CHOSEN BY COFFEECLUB NETWORK ITSELF
  20. 20. CCN AS PROBLEM SOLVER: ORIGIN COMMUNITIES – Large interest from participants – Promotion • origins • estates • associations • initiatives • cooperatives • contents Discussion – Di i • common problems • b i business – Search • partners • clients GREAT OPPORTUNITY FOR INDIA
  21. 21. CCN AS PROBLEM SOLVER: DEVELOPING COFFEE CONNECTIONS – from source of information to meeting place • members see potential to reach out • start sending messages • participate in forums • connections are created • business may be transacted – creating interest groups – correcting marketing imperfections • small growers • technical barriers • small businesses • economic barriers OPPORTUNITY FOR INDIA
  22. 22. CCN AS PROBLEM SOLVER: COFFEE BUSINESS OPPORTUNITIES – Problem identified: • need to contact business partners around the world – “Test” community at CCN • very success ul ve y successful • a lot of activity • business transacted – Potential of CCN still underutilized MOST PROMISING PATH TO DEVELOP GREAT OPPORTUNITY FOR INDIA
  23. 23. CCN IN INDIA ― Connecting India and world ― Inside India
  24. 24. CCN CONNECTING INDIA TO WORLD ― Promoting Indian coffees ― “Can we use the CCN platform to connect small growers to buyers?” • roasters and traders (small and big ones) • closer relationship ― Connecting Indian growers and researchers with world • exchange experiences h i ― Promoting Indian events ― I di B i t Indian Baristas PLACING INDIAN COFFEES ON THE WEB 2.0 WORLD
  25. 25. CCN CONNECTING INDIA TO WORLD – NOT a trading platform – It’s a market place! – Place to connect buyers and growers – CoffeeClub Network • no answers • environment for contacts/discussions • members find own answers – Collaborative construction – Problem solving INNOVATION IS SOLUTION TO BOTTLENECKS
  26. 26. CCN INSIDE INDIA (intrasector – intersector – consumers) – A place to exchange ideas on: • quality • management • pests and diseases • mechanization ― Common problems… ― Common solutions ― Small-roasters program ― Coffeeshop owners • promoting coffee quality ― Indian coffee consumers INNOVATION IS SOLUTION TO BOTTLENECKS
  27. 27. CoffeeClub Network: Connecting India and the World SIGN UP TODAY www.coffeeclubnetwork.com THANK YOU!

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