Market Place of 2020
CoffeeClub Network
90020180 Carlos Henrique Jorge Brando
October 2009

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

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…

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

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

WORLD SHARING KNOWLEDGE
– Coffee knowledge in the web:
• Where is it?
• Spread over thousands of sites and
communities
© Copyright P&A

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

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

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

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

SOURCES OF VISITORS

SOURCES OF VISITORS

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

INDIA ON COFFEECLUB
― 6th place in visitors
― Bangalore, Hyderabad, Mumbai, Chennai,
Delhi, Mangalore…

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

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

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.

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

COFFEECLUB NETWORK AS A
PROBLEM SOLVER
– Coffee origin communities
– Developing coffee connections
– Coffee Business Opportunities
PATHS CHOSEN BY
COFFEECLUB NETWORK
ITSELF

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

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

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

CCN IN INDIA
― Connecting India and world
― Inside India

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

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

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

CoffeeClub Network:
Connecting India and the World
SIGN UP TODAY
www.coffeeclubnetwork.com
THANK YOU!