I love my morning coffee. Here's a presentation on setting up a different kind of cafe. Don't have the money to put into execution but love to see something like this come up.

2. What kind of understanding you desire?
Click one of the two buttons.

3. A close existing (and analogical) model
could be…

5. But with a palpably richer
experience.

6. Model Similarity
• You choose the
ingredients of your
sandwich from the
baskets visibly arranged
in front of you
• You choose the
ingredients (coffee
flavors + sugar + drops
of water) of your coffee
from the baskets visibly
arranged in front of you

7. Model Dissimilarity
• Service guy/girl arranges the
sandwich based on your
choices, packs and offers a
ready to eat sandwich.
• You stir the ingredients
(powder+sugar+few drops of
water) into a thick paste
(which will take a few - 3 to 5 -
mins) before the service
guy/girl pours the necessary
milk/water to make it a full
cup of coffee, ready to drink.
The ingredients are dry pre-
mixed standard sachets.

9. Because…
• If you’ve ever stirred your coffee
with your own hands,
you would know that the motion of
stirring coffee in a china mug
is addictive and fun,
and that it really fills you with the aroma of coffee
before tasting even a drop of your coffee.

10. Because…
• And this coffee
that comes out of your stirring
feels so rich on the palate,
so natural,
so right,
and so satisfying (coz of the li’l work it made you do),
that you forget all the machine-made coffees you’ve
had in your life.

11. Because…
• It’s easy to get addicted
when the stirring spoon
hits the walls of china mug
and makes music
out of some irregular but pleasant sounds

12. Done with Analogical?

13. Rationalizing the concept…

14. A significant counter-trend in the making…
• Anti-electronic
• Anti-industrial
• Mechanical tinkering
• Anti-cubicle
• Physical movement oriented
• Indifference to sweating (even appreciating)
• Experience driven

15. Philosophically
Moving is living.

16. But…
experiencing ‘moving’ has many
addictive forms.

17. Two ends of the continuum of
experiencing moving…
Experiencing moving by…
Moving one’s own self
Watching others/other objects move

18. Within the two ends of experiencing ‘moving’…
Watching others/
other objects move
Moving one’s
own self
Interesting
Uninteresting
Watching
movies
Hauling
loads
Mountain
climbing
Typing
Yoga
Graphic
designing
Waiting
Cooking
Cooking
CartooningPainting
Gymming
Marathon
running
Commuting
by car
Long-distance
driving
Walking
Sitting &
chatting in a
cafe Watching
TV
Grocery
shopping

19. A more involving place to experience
coffee and have all the fun that one
has in a café.

20. The joy of stirring-brewing your
coffee with your own hands.

21. From the hindi word, ‘ghotna’, used while making hand stirred-brewed coffee at
home. Specifically refers to the process of stirring the coffee powder with sugar
in a few drops of water and converting it into a thick paste.
When stirred with milk, this paste returns a rich tasting and naturally frothy cup
of coffee.

23. What exactly happens at Ghottos?
• You choose the ingredients (coffee flavors + sugar
+ drops of water) of your coffee from the baskets
visibly arranged in front of you.
• You stir the ingredients into a thick paste (which
will take a few - 3 to 5 - mins) before the service
guy/girl pours the necessary milk/water to make
it a full cup of coffee, ready to drink. The
ingredients are dry pre-mixed standard sachets.

24. How does it compare to current coffee shops?
Typically
• Machine-brewed coffee.
• Baristas need to be trained in coffee-
making.
• Retailing of packed coffee and
merchandize.
• Typically a ‘modern western’
experience of coffee.
• Fast-food available.
• Sitting space available.
• Hand stirred-brewed coffee. Therefore,
no machines required.
• Baristas needn’t know intricate coffee-
making.
• Retailing of coffee-flavors and other
ingredients (except water or milk) pre-
mixed and stocked in sachet forms.
• ‘Rustic arty’ experience of coffee. Art
accessories – pencils, colors, and pads
for doddling – available.
• Fast-food available but based on recipes
that match with the coffee experience.
• Sitting space available.

25. Business Model Advantages
• Ghottos invests significantly lesser in coffee machines,
interior decoration and barista training.
• Rides on a more involving (yet not inconvenient) process of
experiencing coffee.
• Rides on ‘art’ doodled by visitors and patrons. Can
auction/sell the same through online channels. Could result
in brand-stickiness for connoisseurs.
• Retailing coffee products is easier because coffee flavors
would be available in sachet forms at nominal prices.
Frequency of movement on retail side could be similar to
typical FMCG.

26. Done with Rational?