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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.
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Analogical Rational
What kind of understanding you desire? Click one of the two buttons.
A close existing (and analogical) model could be…
But with a palpably richer
experience.
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
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.
hand-stirred, soul-stirring coffee
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.
Because…• And this coffee
that comes out of your stirringfeels 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.
Because…• It’s easy to get addicted
when the stirring spoonhits the walls of china mugand makes musicout of some irregular but pleasant sounds
Go ToRational
Done with Analogical?
Rationalizing the concept…
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
Philosophically
Moving is living.
But…
experiencing ‘moving’ has many addictive forms.
Two ends of the continuum of experiencing moving…
Experiencing moving by…Moving one’s own self
Watching others/other objects move
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
A more involving place to experience coffee and have all the fun that one
has in a café.
The joy of stirring-brewing your coffee with your own hands.
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.
hand-stirred, soul-stirring coffee
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.
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.
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.
Go ToAnalogical
Done with Rational?