Felipe Munoz-Jaramillo is our latest Octalysis Primer who attained his Level 1 Octalysis Certificate. His submission covers the experience provided by a coffee brand from Medellín, Colombia.

1. SUBMISSION LEVEL 1
OCTALYSIS CERTIFICATE
JULY, 2020

2. INTRO
I have chosen to analyze the experience provided by Estación
Medellín, a coffee brand from Medellín, Colombia. This brand was
created in early 2020 by Maria Clara Ruiz, CEO of Zooming.co.
In the pre-pandemic world, Zooming.co provided travelers from
around the globe with meaningful coffee tours, where they could
visit several farms in the Antioquia region to have a first-hand
experience of the whole process required to produce a cup of the
world-famous Colombian coffee. These tours represented an extra
income for farming communities which helped them to ensure the
sustainability of their labor since selling their crops to distributors
doesn’t generate a lot of revenue.
After the worldwide spread of Covid-19, which severely affected the
travel industry, these farming communities lost one of their main
sources of wealth and began having trouble selling their crops,
endangering the wellbeing of a whole region. With the purpose of
helping these communities to endure the hard times ahead, Maria
Clara, also a highly experienced coffee-producer and taster created E
stación Medellín as a “Direct Trade” brand to help farmers export
high-quality coffee without the need for intermediaries.

3. TABLE OF
CONTENTS
Octalysis Strategy Dashboard
Analysis of the Current Experience
Brainstorm
Word of Thanks
Business Metrics
Player Types
Desired Actions

4. OCTALYSIS STRATEGY DASHBOARD

5. BUSINESS METRICS

6. BUSINESS METRICS
1. Six-month and Yearly Subscriptions
2. Single orders
3. Client Referrals

7. PLAYER TYPES

8. PLAYER TYPES

9. PLAYER TYPES
1. Connoisseur: High Knowledge & Daily Intake
2. Morning person: Low Knowledge & Daily Intake
3. Ritualist: High Knowledge & Occasional Intake
4. Sweet Tooth: Low Knowledge & Occasional Intake
High Knowledge: Knows a lot about the immense complexity of coffee
Low Knowledge: Knows the basics about coffee
Daily Intake: Can’t live without several cups of coffee throughout the day
Occasional Intake: Only drinks coffee on special occasions or social gatherings

10. CONNOISSEUR
• Prefers organic and Fair Trade
coffee brands
• Likes to know the "human" side of
coffee growing more deeply
• Seeks to continually increase
knowledge about coffee
• Likes to participate in courses and
workshops related to coffee
• Likes to share a nice cup of coffee
with other coffee connoisseurs
• Likes for his/her expertise to be
recognized by others
• Looks for special editions and rare
crops
• Can’t stand the idea of a good
pound of coffee losing its
freshness and taste
• Loves to try new specialty and
single-origin coffee brands
• Loves to taste, profile and discover
new flavors
• Is willing to pay a higher price
for a Specialty or Exotic coffee
• Likes to try different ways of making
coffee using high-tech and old
-fashioned techniques
• Likes to create new coffee recipes and
food pairings

11. MORNING PERSON
• Aims at doing something meaningful
each day• Coffee is a way to power-up the
day and helps to complete physical
and mental tasks
• Is always looking for success and
clear goals
• Seeks to optimize daily routine
• Likes to share a nice cup of coffee
with colleagues or friends
• Likes to optimize budget and find
great coffee deals
• Prefers to have coffee delivered to
home or work
• Lives and works in a high-pressure
environment
• Can't afford to waste time
• Prefers to drink a coffee brand that
knows and trusts
• Likes to drink a high-quality
coffee
• Can afford to buy premium
specialty coffee
• Prepares coffee the same way every
day

12. DESIRED ACTIONS

13. DESIRED ACTIONS
1. Open monthly newsletter emails
2. Subscribe to coffee tasting & brewing Workshops
3. Invite friends and family to coffee tastings
4. Generate referrals
5. Spend Coffee Points (CP’s)
6. Buy or Renew a six-month or yearly subscription

14. ANALYSIS OF THE
CURRENT EXPERIENCE

15. ANALYSIS OF THE CURRENT EXPERIENCE
• Users are supporting coffee farming communities
with each purchase
• Users are buying a certified Fair Trade coffee brand
which maximizes profit for coffee farming
communities
• Users are helping to keep coffee-tourism activities
alive while the Covid-19 pandemic disruption lasts
• Users can increase their skills and
knowledge about coffee brewing
and tasting
• Users learn new coffee recipes
• Users can brag about the unique
origin and social impact of the
coffee brand they're drinking
• Users can refer other coffee lovers
to share their experience
• Special and limited editions are
offered first to subscribers
• Bad timing could leave a customer
without coffee for days • Customers must consume
their coffee ASAP so it
doesn't lose freshness
• There's always the risk of
losing an order along the
way
• There's a huge amount of flavors to find and recognize in
any of the three coffee varieties available
• Since coffee is produced in small batches, the final taste
can have unique tones
• Every subscription receives a surprise gift item
(Colombian Flavor Kit) for pairing with coffee
• Users get a free Coffee-tour
Pass with every purchase
• Users win Coffee Points (CPs)
with every purchase
• Users can receive special
Estación Medellín merchandising
• Users can find ways to pair the
"Colombian Flavor kit" with their
favorite coffee recipe

16. BRAINSTORM

17. BRAINSTORM
NAME DESCRIPTION CD
For every subscription a young tree is planted in one of the farms. A special tag with the client's
picture and name will be hanged in this tree for every visitor to see. There's a public monthly goal
for adoptions to help the farmers increase their production capacity so everyone can contribute.
Users can win special coffee gadgets either by spending Coffee Points (CPs) or by reaching
referral milestones.
A special title won by the user who completes every virtual tour available. In the following
shipment, the client will receive a unique handcraft item made by artisans from any of the coffee
towns of Antioquia.
Every month a famous barista is invited for a virtual meet-n-greet with subscribers. During the
session this barista will share special tips and make a flavor profile of one of the coffee varieties
using the SCAA flavor Wheel. The result is not shared with the participants, remains a mistery.
Clients can use their coffee-tour passes to access a Virtual tour in one of the farms supported by
the brand. During this virtual tour, the user can find hidden clues and traceability facts that are
used to unlock additional virtual tours to explore the unique coffee towns that give every variety
its name.
A monthly challenge announced in the newsletter where participants must replicate the exact
flavor profile created by one of the famous baristas from the Meet-n-greet sessions. To achieve
this they must use their tasting skills. The winner takes a big prize pool of CP's. In the case of
multiple winners the prize is divided. If there are no winners the prize keeps growing for the next
month.
Adopt a tree 1,4,5
2,4,5
5,6,7
2,3,4,7
1,5,7
1,2,4
Brewing Gizmos
Meet the Barista
Palate Quest
Coffee town
Ambassador
Where every cup
begins

18. BRAINSTORM
NAME DESCRIPTION CD
A learning platform with many video lessons and on-demand workshops about coffee. Each user
can choose among several specialty paths concerning techniques, tools, and flavors. Users win
CP's for every completed activity and at the end of every path they get a certificate.
A special section of the Coffee Academy where users can collect recipes that use coffee as the
main ingredient shared by famous baristas or members of the community. Only subscribers can
share recipes and win CP's for upvotes. To unlock recipes, users must spend CP's.
A user that completes every path in the Coffee Academy and spends a huge amount of CP's wins
the privilege of requesting a tailor-made batch of coffee that will be sold as a limited edition until
sold out.
A monthly contest where users with the Latte Art specialization can compete for special editions
and prizes. The winner is the one with the most votes from the community.
Every successful referral becomes part of a personal guild, which can be named and have its own
emblem. Guilds can participate collectively in Palate Quests, increasing their chances of winning.
A random and limited period of time which occurs once every month and is announced in the
newsletter. During this period users can win twice the amount of CP's for every action in the
Coffee Academy. Subscribers have a special booster during this time (6-month +50%, yearly
+100%).
Coffee Academy 2,3,4
3,4,5
3,5
4,6,8,7
4,5
2,3,4,6
Recipe Lab
Latte Art Genius
Harvest Time
Soulbeans
Tasters Guild

19. To Isabel, for keeping me well fed and
loved. To Maria Clara for fighting against
the odds. To Yu-kai for creating this
amazing framework. To Gail for being an
amazing success buddy!
To anyone who reads this, thank you for
taking the time and energy to check my
submission. And for those of you who are
willing to provide me with feedback, much
obliged!
Stay healthy, stay safe
Felipe Munoz-Jaramillo
WORD OF
THANKS