Rwanda Coffee Promotion e-Service Proposal

1. THE CHOICE OF
GORILLA
Best Coffee, Most Reward !
OCIR-CAFÉ, RDB
with World Friends, Korea
Contact
(rwandahm@gmail.com)

2. Cupping Result
24 June, 2010
Freshness & Price
price, roasting date
about Project
BEST-MOST
THE CHOICE OF
GORILLA
JOIN PROJECT “we need more cuppers(volunteer) in Rwanda”
Cupping Result of this month
Best Coffee, Most Reward !
2500RWF (250g)
3000RWF (500g)
Roasted 2010/6/4
2500RWF (250g)
3000RWF (500g)
Roasted 2010/6/4
2500RWF (250g)
3000RWF (500g)
Roasted 2010/6/4
2500RWF (250g)
3000RWF (500g)
Roasted 2010/6/4
2500RWF (250g)
3000RWF (500g)
Roasted 2010/6/4
2500RWF (250g)
3000RWF (500g)
Roasted 2010/6/4
Best taste of the week
Acidity
Body
Aroma
Finish
Flavor
Freshness & Price of the week
Cupping Result of the week
ENG | KOR | JPN | CHN
KINUNU (6 JUNE 2010)

3. 3 VALUES
• can encourage the best product
• can introduce the visible Freshness and
Taste of Rwandan coffee to the world
• can support global marketing of local
coffee companies

4. POSITIONING
TASTE:
SENSITIVE
ORDER QUANTITY:
MANY
LITTLE
E-BAY
With TOGE-BAY.com
COE
COMPANY
WEBSITE
NOT SENSITIVE
DIRECT
Contact
Company
Web with
TOG

5. Overview
DB
Cupping
Result
Input Tool
Market
Research
Input Tool
TOG
Web
Cuppers
Researchers
USERS

6. VALUE CHAIN
MARKET
RESEARCH
Cupping
TEST
Publish
Report
On the WEB
Recruit & Management (Cuppers, Researchers)
Web Maintenance

7. Marketing
• Target Customers
– Foreign Residents in RWANDA
– Specialty Coffee Gourmets in East Asia
• METHOD
– Monthly group-email to the foreign Organizations
– Online Coffee Community
– Blog Marketing
• EVENT
– Discount program for Foreign Residents who usually
send coffee to their country

8. STAKEHOLDERS
• LOCAL COFFEE COMPANIES
• OCIR-CAFÉ
• MINAGRI
• RDB (RIEPA, EXPORT / PRIVATE SECTOR)
• KOICA
• SPREAD (USAID)