Starbucks proposal

1. G I R L A P P R O V E D
+ S TA R B U C K S
+ C O F F E E
OWNING THE 4 th GROWTH WAVE

2. “What is the
human spirit?
What does it
need to feel
nourished
and inspired?
“What role, if
any, does the
spirit have in
the fourth wave
of coffee?”
“What exact
roadmap and
creative will
guarantee
Starbucks
owns the
fourth wave”
WE WANT TO HELP STARBUCKS SCIENTIFICALLY ANSWER THESE 4TH WAVE QUESTIONS

3. Girlapproved’s extension to science
provides the data/ metrics / models /
methods to describe the missing 96%.
Our correction accounts for the non-
material and relational dimensions of
nature, including intuition, spirit. This
intelligence is key understanding living
systems and gives brands the predictive
and creative power to deterministically
predict and control the next evolution of
growth.
The scientific paradigm that is driving
growth and innovation today is rooted in a
incomplete and inaccurate model of
human experience. It provides less than
4% of available intelligence and can no
longer drive economic and human
progress.
GETTING
STARBUCKS
THE ROADMAP
TO EXPONENTIAL
MARKET GROWTH
Starbucks mission is to ”nourish and
inspire the spirit” If Starbucks is to
deliver on its mission as well activate
the fourth wave a coffee, a series of
c r i t i c a l q u e s t i o n s a b o u t t h e s p i r i t ,
i n n o v a t i o n a n d e c o n o m i c g r o w t h .
These question can not be answered
using the existing paradigm of growth,
i n n o v a t i o n , m a r k e t i n g a n d d e s i g n .
Girlapproved invested twelve years
inventing an scientifically advanced
paradigm that can give brands the
p r e d i c t i v e , s t r a t e g i c a n d t a c t i c a l
intelligence needed to grow.
O4%
96%

4. PLEASURE
SOCIALCULTURAL
ENVIRONMENT
FUNCTIONAL
TECHNOLOGY
SELF DENTITYSELF EXPRESSION
SPLAYING WORKING
WHAT IS THE
RELATIONSHIP
BETWEEN COFFEE
AND THE SPIRIT
?W h a t i s t h e o b j e c t i v e s c i e n t i f i c
relationship between coffee and the
spirit? What does the spirit need to
be healthy, nourished and inspired?
What is harmful to the human spirit?
A n d w h a t e c o n o m i c a l l y p r o f i t a b l e
r o l e c a n a c o ff e e b r a n d p l a y i n
n o u r i s h i n g a n d s u p p o r t i n g t h e
e v o l u t i o n o f t h e s p i r i t ? W e c a n
provide rigorous accurate metrics
a n d m o d e l s t o a n s w e r t h e s e
g r o w t h f u e l i n g q u e s t i o n s - n e w
intelligence that no other coffee
brand has.
HUMAN X COFFEE | THE INTERCONNECTED MODEL

5. HIDDEN TRUTHS HIDDEN
NE
EDS
HIDDENMARKETSHIDDEN
STANDARDSHIDDENMETRICS
H
IDDENGROWTH
WHAT ARE THE
BIGGEST
GROWTH
OPPORTUNITIES
IN THE COFFEE
CATEGORY?
What role, if any, does the spirit have
in the fourth wave of coffee? What are
the largest untapped growth vectors?
What roadmap will secure control of
the fourth wave of coffee? We can
help Starbucks not only feed the
spirit but also locate and own the
largest hidden markets in the coffee
category, securing them the leader
of the 4TH wave.
HUMAN X COFFEE | HIDDEN DATA, HIDDEN GROWTH
?

6. "What are the most universal
tensions and untapped, non-
physical needs surrounding coffee
and its shop, and what actionable
strategies and creative will
resolve these tensions and needs.
We can help Starbucks not only
feed the soul, but we can also
give you optimized creative
blueprints and growth codes to
open up the 4th wave.
WHAT SPECIFIC
IDEAS WILL
OPEN UP NEW
SCALEABLE
GROWTH? ACROSS
THE BRAND?
?
HUMAN X COFFEE | A RELATIONSHIP SYSTEM

7. There are only two ways for anything to
to interact with the soul: it can either
nourish and inspire it, or starve, inhibit
and injure it. Without proper metrics it
is far too easy to drive decisions that in
the 4% data paradigm look statistically
valid but in reality destroy the bonds
that built your relationships. To own
the 4th wave we can give you the
intelligence to prevent decline and
prevent making decision that will
harm you and your clientele.
WHAT IDEAS
AND STRATEGIES
ARE CREATING
HARM TO YOUR
BRAND?
?
HUMAN X COFFEE | PREVENTING TENSION, WASTE, LOSS

8. 1. HIDDEN GROWTH SAMPLER Use our 96% method to compile a small
collection of actionable growth concepts that are based on hidden
tensions and needs. Our method will uncover options not previously
available when using only the 4% of conventional data science.
2. 4TH WAVE COFFEE Use our 96% method to uncover the largest
untapped opportunities - the hidden tipping point that will define the
next evolution of coffee- culture Find the most profitable universal
tensions in the coffee category - true unmet needs - that will lead to
actionable ideas mass-scale growth. Outline a scientific roadmap to
own this growth.
4. SPIRIT CRUSHERS Conduct a 360-degree appraisal of the Starbucks
brand, including any ideas in the pipeline, diagnose and explain any
hidden any ideas that are harming your market share.
THREE
STARTER
PROJECTS
THAT
WILL GET
STARBUCKS
ON ROUTE
TO OWN THE
4th WAVE
OF COFFEE
G I R L A P P R O V E D I N C .

9. OUR HEARTFELT GIFT TO
STARBUCKS..
Over the past month we have seen tactical and strategic changes in your store that cause us concern.
We worry that the data that driving these decisions is inaccurate and will result in the opposite of your
intention. We do not want Starbucks to feel like another soulless me too brand driven by sterile
managment consultant mis-guided understanding of efficiencies. These brands are only capable of
optimizing the superficial 4% of human experience, the purely physical material, at the cost of the 96%
spiritual, social, humanistic. This concern was repeated when I visited the reserve i felt unwelcome, I
felt like a misfit, I felt coffee illiterate and embarrassed that i wanted a latte. Since there was only one
outlet in the entire place, I was anxious my laptop would die and end the meeting. Out of love,
respect, and concern we have included a small analysis and education on the sensitive and logic
of the spirit..

10. YOUR CHAIR SELECTION IS
TELLING GUESTS THAT
THEY AREN’T WELCOME

11. MANUFACTURED TENSION
+ CHAIR CURATION
Sure the chair looks hip, but comfort is paramount
to a soulful coffee shop experience. People come
to relax, sip and savor. If one is forced to balance
precariously on a backless barstool that doesn’t
support the spine, If the hard wood puts painful
pressure on the butt and spine, If the height of the
stool cuts off leg circulation as children, and short
adults legs dangle, than people feel stressed not
relaxed What message is this furniture sending?
stay a while? settle in, bring a book, some work,
invite friends, your grandma? Settle in get a
second cup? No, the very opposite.
NO PAIN
NO GAIN

12. WHEN YOU REMOVED
THE POWER OUTLETS
YOU BECAME A TAKE-
OUT JOINT: WE NEED
MORE LIFE-SUPPORT
TO RELAX & HANG
WITH YOU.

13. A primary reason people go to coffee shops is to
plug in their phone and charge up for a while. This
helps you too, since they’re more inclined to
continue purchasing coffee and food when they
have a reason to stay a while. Freelancers have
also repurposed coffee shops as offices, requiring
multiple outlets for phones and laptops. So why
do your new stores not offer plug in stations? In
this culture outlets are like toilets basic needs that
requires repeated tending to throughout the day. If
my battery is dying, and there is no charger or
outlet in the space I can not relax and feel
settled, and I certainly can’t take a business
meeting.
.
MANUFACTURED TENSION
+ NO PUBLIC ELECTRICITY
Low battery? you
should have thought
of that prior to arrival

14. COMPLEX OPTIONS ARE
MAKING US “NORMAL”
COFFEE FOLK FEEL
DUMB

15. HYPER-TECHNICAL MENU
DESIGNED FOR “EXPERTS”
No one likes to feel stupid, especially
when their coffee was intended as fun distraction
from the daily pressure. Unfortunately, that’s the
message your specialty coffee is sending. You’ve
intellectually priced people out of coffee – or at least
made it feel that way. If the jargon-filled menu requires
one to know more about coffee than they already do,
you no longer feel worthy of drinking your coffee.
When classic, normal coffee options start to sound
inferior - for coffee losers only - than you have made
the coffee experience a rational intellectual elitist
experience one,not a sensual, social, soul inspiring
one.
LATTES ARE FOR LOSERS

16. CELEBRITY-CHEF
MENUS ARE PRICEY,
HEADY AND TOO RISKY

17. PRETENTIOUS PRICEY
FOOD OPTIONS
Variety can excite the spirit for certain,
but not at the cost of accessibility. The new
costly high-brow food options alienate instead of
inspire. When a curiously seasoned turkey sandwich
will set you back $20, and a simple tea cookie -
reimagined $7 it feels too costly and potentially food-
wasteful to attempt the purchase. If you tuned down
the snob factor and turned up the play you can radically
alter the experience. EXOTIC OFFERS should be re-
positioned as ADVENTURES into the unknown Start
with small sample experiment plates, acknowledging
that yes, the ingredients are unusual and length “Try
our ‘WHO KNOWS” sampler collection, might love it or
hate it, nothing tried, nothing learned, nothing gained.
WEALTHY EDGY
PATRONS ONLY

18. SPIRIT NURTURING MUST
BRANDS DO NO HARM…
EVEN TO GOOGLE -EYED
CHIP BRANDS.

19. MANUFACTURED TENSION
+ SNACK BRAND TURNOVER
For the past year you could walk into your shop
and find these friendly fried friends, staring
blissfully up at you from the chip basket. Now they
are gone, Starbucks forced us to break up, without
a warning, explanation or chance to say goodbye. It
seems like such a small thing - after all its’ just
some fried potatoes with a smattering of season..is
it not? From a physical paradigm yes, but not
spiritually.. Things -just like people - have very
complex relationships that live in a sea of feeling
Our relationship with a bag of potato chip can
exhibit the same dynamics as a human. They offer
safety, stability, joy,. When some one mistreats a
friend, we can feel defensive, protective, angry,
sad.
WE MISS
YOU TOO

20. MANUFACTURED TENSION
+ SNACK BRAND TURNOVER
If you needed to switch up the chip offerings
to save money by using your own brand, or
for some other operational reason, then
to maintain a relationship with us you could
provide warning that a change was coming,
And if you were forced to replaced the old with
something why make it subpar . The packaging of
the new Starbucks brand chips feels bland, soulless
and disconnected compared to the upbeat
innocently cheerful, fun bags of old. You replaced
joy with monotony. It makes us think that you do
care about the chips inside, and they will taste as
forgettable as the bag. If I am gonna treat myself,
i want it to feel special.
meet me a
mediocre chip
bored with life

21. MANUFACTURED TENSION
+ SNACK BRAND TURNOVER
Caring brand should also do no harm, so if you
are going to switch up your products, you need to
formalize the goodbyes. People are left to wonder
about the last chip brand. The sudden replacement
paints a negative image for Starbucks because you
ousted the smaller, local, spirit-filled chip company
without an explanation. It feels like you took
advantage of their packaging for your own gain and,
once you had used them as you needed, you dropped
them. Honesty and transparency are crucial to the
soul, let us know what is happening and it will keep
people from feeling like you are not a massive cold
holding company that is only self interested.
SEE YOU NEVER

22. G I R L A P P R O V E D I N C .
T E A C H I N G B R A N D S H O W T O B E O F S E R V I C E T O H U M A N I T Y