[Homeroast] OT Marketing (resending )The Dreaded Starbucks
fparth at mac.com
Mon Mar 8 16:13:44 CST 2010
Since I also own my own business I "feel your pain". As a consultant, marketing should be 1/3 of my time. No matter
how good a consulting job I do, and I've got some really great client recommendations, it doesn'tguarantee that next
One of the books I recommend when I teach a class on setting up a consulting business is "The E-Myth". Estanding for
entrepreneurial. It strongly emphasize how much time a startup businessman should spend on the parts of the business
outside of the purely technical part, whether that's selling great coffee, selling pies, or consulting.
I loaned my last copy out, and I can't remember who I loaned it to. Otherwise I'd send you one.
> And yet barely (and not always) even able to pay all the business the bills
> on time. Forget about me making a dime. MARKETING! I've been told by many
> we're pretty damned good at making the beans sing. I do a good job sourcing
> greens, fair hand roasting each, not half bad brew in brewing 'bout any
> method especially espresso. Have succeeded in finding some very talented and
> passionate barista working with me. And yet the cash register is were in
> counts, when it comes to keeping the doors open. In all honest humility I'm
> pretty damn good at coffee, but I'm pretty damn lousy at MARKETING! Doesn't
> matter how great a product is if the word isn't spread enough. While true
> word of mouth is the best form of advertising, it's not necessarily the
> fasted or fast enough to build a business to profitability.
> I've thought about a marketing "angle" for quite some time but have been
> chicken to implement it. No more. It's simple. Advertising something like
> "THE BEST coffee in Clark County, if YOU don't agree your cup is on the
> House". Probably make it shorter.
> Yes, much can be learned from Charbucks. None of it about quality coffee,
> all of it about marketing.
> Slave to the Bean Kona Konnaisseur miKe mcKoffee
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