SlideShare ist ein Scribd-Unternehmen logo
1 von 31
Downloaden Sie, um offline zu lesen
LESSONS FROM THE MERMAID
                    ‘
      How to sell a $10 dollar cup o’ Joe *

       *or whatever crazy price your local café is asking …

Copyright © 2010 Eduardo Celis Rojo Logos and images used for illustration purposes only. All trademarks, graphics, and other material remain the
property of their respective owners. The author claims no relationship with Starbucks corporation.
About
     The author, Eduardo Celis Rojo, a digital media specialist by trade, and coffee lover by
     conviction, is an expat living in Denmark since before the times of the “Mermaid Revolution”.
     Back in 1998, he started the first “modern” coffee specialist business in Denmark with the
     idea to replicate the success of Starbucks on this side of the pond. After growing the business
     from an idea to a profitable venture, he sold his stake to partners, traveled a bit, wrote a
     book about coffee, and eventually returned to the world of stories and pixels; where he toils
     to this day.

      “LESSONS FROM THE MERMAID. How to sell a 10$ Cup o’ Joe (or whatever crazy price your
     local café is asking …) ” Is part of a series of presentations designed to share some my
     conclusions on how passion, design principles, and customer knowledge (together with lots of
     hard work) can turn a cup of coffee golden… and a lot more.




                                                                                                                   Eduardo	
  Celis	
  Rojo
Copyright © 2010 Eduardo Celis Rojo Logos and images used for illustration purposes only. All trademarks, graphics, and other material remain the
property of their respective owners. The author claims no relationship with Starbucks corporation.
Agenda

1   THE BASICS

2   THE COFFEE

3   THE PLACE

4   THE MESSAGE
1   THE BASICS
    Where, why, what?
It starts with coffee
But, it is about much more
It’s about feelings
It’s about love
It’s about pampering
It’s about ego
2   THE COFFEE
    It ain’t just beans
dark roast
brewed fresh
custom made
with flair
3   THE PLACE
    Location,   location,   location!
lay out
aroma
unique decor
lightning
where I live*
where I work
Where I am I!
4   THE MESSAGE
    Broadcast value, add perceived value...
fair trade
happy workers
good   neighbors
Fair,   Caring,   Neighbors
Therefore,

“It’s	
  OK	
  for	
  you	
  to	
  spoil	
  yourself,	
  with	
  me”
LESSONS FROM THE MERMAID
                                                                                     How to sell a $ 10 cup o’ Joe*

                                                                                                  A slide presentation by

                                                                                            EDUARDO CELIS ROJO
                                                                                                                  ed@dopetastic.com
                                                                                                               WWW.DOPETASTIC.COM


                                        *or whatever crazy price your local café is asking for…
Copyright © 2010 Eduardo Celis Rojo Logos and images used for illustration purposes only. All trademarks, graphics, and other material remain the
property of their respective owners. The author claims no relationship with Starbucks corporation.

Weitere ähnliche Inhalte

Mehr von Ed Celis

Activity report for filmtrailers in Preview Networks Spanish Network
Activity report for filmtrailers in Preview Networks Spanish NetworkActivity report for filmtrailers in Preview Networks Spanish Network
Activity report for filmtrailers in Preview Networks Spanish NetworkEd Celis
 
Wb trailer release
Wb trailer releaseWb trailer release
Wb trailer releaseEd Celis
 
Preview Networks- Introducción
Preview Networks- IntroducciónPreview Networks- Introducción
Preview Networks- IntroducciónEd Celis
 
Hustandsomdeling jul bagside1a
Hustandsomdeling jul bagside1aHustandsomdeling jul bagside1a
Hustandsomdeling jul bagside1aEd Celis
 
Mobil Magazinedecember06
Mobil Magazinedecember06Mobil Magazinedecember06
Mobil Magazinedecember06Ed Celis
 
3 minutes of (3) .
3 minutes of (3) .3 minutes of (3) .
3 minutes of (3) .Ed Celis
 
txtMoney Overview, Feb ´09
txtMoney Overview, Feb ´09txtMoney Overview, Feb ´09
txtMoney Overview, Feb ´09Ed Celis
 
txtMoney Introduction
txtMoney IntroductiontxtMoney Introduction
txtMoney IntroductionEd Celis
 

Mehr von Ed Celis (9)

Activity report for filmtrailers in Preview Networks Spanish Network
Activity report for filmtrailers in Preview Networks Spanish NetworkActivity report for filmtrailers in Preview Networks Spanish Network
Activity report for filmtrailers in Preview Networks Spanish Network
 
Wb trailer release
Wb trailer releaseWb trailer release
Wb trailer release
 
Preview Networks- Introducción
Preview Networks- IntroducciónPreview Networks- Introducción
Preview Networks- Introducción
 
Hustandsomdeling jul bagside1a
Hustandsomdeling jul bagside1aHustandsomdeling jul bagside1a
Hustandsomdeling jul bagside1a
 
Mobil Magazinedecember06
Mobil Magazinedecember06Mobil Magazinedecember06
Mobil Magazinedecember06
 
M+ B
M+ BM+ B
M+ B
 
3 minutes of (3) .
3 minutes of (3) .3 minutes of (3) .
3 minutes of (3) .
 
txtMoney Overview, Feb ´09
txtMoney Overview, Feb ´09txtMoney Overview, Feb ´09
txtMoney Overview, Feb ´09
 
txtMoney Introduction
txtMoney IntroductiontxtMoney Introduction
txtMoney Introduction
 

Kürzlich hochgeladen

Value Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and painsValue Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and painsP&CO
 
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRLBAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRLkapoorjyoti4444
 
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...daisycvs
 
It will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 MayIt will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 MayNZSG
 
Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...
Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...
Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...Sheetaleventcompany
 
Pharma Works Profile of Karan Communications
Pharma Works Profile of Karan CommunicationsPharma Works Profile of Karan Communications
Pharma Works Profile of Karan Communicationskarancommunications
 
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...lizamodels9
 
A DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A  SALESMAN / WOMANA DAY IN THE LIFE OF A  SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMANIlamathiKannappan
 
Cracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptxCracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptxWorkforce Group
 
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...amitlee9823
 
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...Dipal Arora
 
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...lizamodels9
 
Phases of Negotiation .pptx
 Phases of Negotiation .pptx Phases of Negotiation .pptx
Phases of Negotiation .pptxnandhinijagan9867
 
RSA Conference Exhibitor List 2024 - Exhibitors Data
RSA Conference Exhibitor List 2024 - Exhibitors DataRSA Conference Exhibitor List 2024 - Exhibitors Data
RSA Conference Exhibitor List 2024 - Exhibitors DataExhibitors Data
 
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...Aggregage
 
Mondelez State of Snacking and Future Trends 2023
Mondelez State of Snacking and Future Trends 2023Mondelez State of Snacking and Future Trends 2023
Mondelez State of Snacking and Future Trends 2023Neil Kimberley
 
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...allensay1
 
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876dlhescort
 
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service BangaloreCall Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangaloreamitlee9823
 

Kürzlich hochgeladen (20)

Value Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and painsValue Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and pains
 
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRLBAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
 
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
 
It will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 MayIt will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 May
 
Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...
Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...
Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...
 
Pharma Works Profile of Karan Communications
Pharma Works Profile of Karan CommunicationsPharma Works Profile of Karan Communications
Pharma Works Profile of Karan Communications
 
Forklift Operations: Safety through Cartoons
Forklift Operations: Safety through CartoonsForklift Operations: Safety through Cartoons
Forklift Operations: Safety through Cartoons
 
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
 
A DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A  SALESMAN / WOMANA DAY IN THE LIFE OF A  SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMAN
 
Cracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptxCracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptx
 
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
 
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
 
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
Call Girls In DLf Gurgaon ➥99902@11544 ( Best price)100% Genuine Escort In 24...
 
Phases of Negotiation .pptx
 Phases of Negotiation .pptx Phases of Negotiation .pptx
Phases of Negotiation .pptx
 
RSA Conference Exhibitor List 2024 - Exhibitors Data
RSA Conference Exhibitor List 2024 - Exhibitors DataRSA Conference Exhibitor List 2024 - Exhibitors Data
RSA Conference Exhibitor List 2024 - Exhibitors Data
 
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
 
Mondelez State of Snacking and Future Trends 2023
Mondelez State of Snacking and Future Trends 2023Mondelez State of Snacking and Future Trends 2023
Mondelez State of Snacking and Future Trends 2023
 
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...
 
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
 
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service BangaloreCall Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
Call Girls Hebbal Just Call 👗 7737669865 👗 Top Class Call Girl Service Bangalore
 

Lessons From The Mermaid

  • 1. LESSONS FROM THE MERMAID ‘ How to sell a $10 dollar cup o’ Joe * *or whatever crazy price your local café is asking … Copyright © 2010 Eduardo Celis Rojo Logos and images used for illustration purposes only. All trademarks, graphics, and other material remain the property of their respective owners. The author claims no relationship with Starbucks corporation.
  • 2. About The author, Eduardo Celis Rojo, a digital media specialist by trade, and coffee lover by conviction, is an expat living in Denmark since before the times of the “Mermaid Revolution”. Back in 1998, he started the first “modern” coffee specialist business in Denmark with the idea to replicate the success of Starbucks on this side of the pond. After growing the business from an idea to a profitable venture, he sold his stake to partners, traveled a bit, wrote a book about coffee, and eventually returned to the world of stories and pixels; where he toils to this day. “LESSONS FROM THE MERMAID. How to sell a 10$ Cup o’ Joe (or whatever crazy price your local café is asking …) ” Is part of a series of presentations designed to share some my conclusions on how passion, design principles, and customer knowledge (together with lots of hard work) can turn a cup of coffee golden… and a lot more. Eduardo  Celis  Rojo Copyright © 2010 Eduardo Celis Rojo Logos and images used for illustration purposes only. All trademarks, graphics, and other material remain the property of their respective owners. The author claims no relationship with Starbucks corporation.
  • 3. Agenda 1 THE BASICS 2 THE COFFEE 3 THE PLACE 4 THE MESSAGE
  • 4. 1 THE BASICS Where, why, what?
  • 5. It starts with coffee
  • 6. But, it is about much more
  • 11. 2 THE COFFEE It ain’t just beans
  • 16. 3 THE PLACE Location, location, location!
  • 18. aroma
  • 24. 4 THE MESSAGE Broadcast value, add perceived value...
  • 27. good neighbors
  • 28. Fair, Caring, Neighbors
  • 29. Therefore, “It’s  OK  for  you  to  spoil  yourself,  with  me”
  • 30.
  • 31. LESSONS FROM THE MERMAID How to sell a $ 10 cup o’ Joe* A slide presentation by EDUARDO CELIS ROJO ed@dopetastic.com WWW.DOPETASTIC.COM *or whatever crazy price your local café is asking for… Copyright © 2010 Eduardo Celis Rojo Logos and images used for illustration purposes only. All trademarks, graphics, and other material remain the property of their respective owners. The author claims no relationship with Starbucks corporation.