Market Place of 2020Market Place of 2020CoffeeClub Network

90020180 Carlos Henrique Jorge BrandoOctober 2009

2020… CLOSER THAN WE THINK

– Major forces in 21st century:

• globalization• globalization

• information technology

• Internet

– Closer coffee world:

• consumers: where my coffee comes from

• growers: relationships and partnerships• growers: relationships and partnerships

SOCIAL NETWORKS

– social structure made of individuals (or organizations)organizations)

– connected by common interests

h f d h b k l d– such as friendship, business, knowledge, prestige

– or coffee…

ONLINE SOCIAL NETWORKS

– Representation of affective or professional relationships in the webrelationships in the web

– Platform to share ideas among people who have common interests and goalshave common interests and goals

– Using information technology to connect themthem

ONLINE SOCIAL NETWORKS

– Social networks today: COFFEE• phenomenon

• Facebook, MySpace, Twitter..Facebook, MySpace, Twitter..

• just for youngsters?

I th f t COFFEE– In the future:

• something natural

COFFEE

• just another social meeting point

• like a town square, a fair or a trade fairlike a town square, a fair or a trade fair

COFFEE

WORLD SHARING KNOWLEDGE

– Coffee knowledge in the web:• Where is it?• Spread over thousands of sites and

communities

© Copyright P&A

WHAT IF WE “BLEND” ALL COFFEE SITES AND NETWORKS?SITES AND NETWORKS?

― CoffeeClub NetworkCoffeeClub Network• a virtual platform to connect people

related with coffeet d b th I t ti l C ff • supported by the International Coffee

Organization (ICO)

All ff l t d bj t d d t ― All coffee related subjects and gadgets from other networks…

T th i l i t k ― Together in an exclusive network created for coffee lovers

COFFEECLUBNETWORK

COFFEECLUB NETWORK

― The environment of a virtual social network• Membership totally free!

P t id d h t• Post videos and photos• Participate in forums• Post questions and answersq

― Find coffee friends and/or business partners

Offer products and services― Offer products and services

― Join communities

― Promote• yourself

your company • your company • your business

COFFEECLUBCOFFEECLUBNETWORK

HOW TO JOIN THE

COFFEECLUBCOFFEECLUB

NETWORK?

t i it ti - accept invitation orenter site

www.coffeeclubnetwork.com

-sign up

login-login

-join favorite communities

COFFEECLUBNETWORK

ACHIEVEMENTS

– 25,000 visitors in 1 year , y• 155 different countries

– 95,000 page views95,000 page views (total visits)!

– More than 700 membersMore than 700 members – 62 communities!

• 21 created in 200921 created in 2009– Relevant players in

tomorrow’s coffee worldto o o s co ee o d

SOURCES OF VISITORS

SOURCES OF VISITORS

VISITOR FEATURES

– 69% new visitors in one yearC k – Country rank: • US • Canada• Brazil• UK

• India• Australia

• Mexico• Colombia

• Germany• Spain

– Origin of Traffic: • 52% from search engines!• 26% reference sites (e.g.: ICO site)• 22% direct

– Average time on site: 3 to 4 minutes

INDIA ON COFFEECLUB― 6th place in visitors

― Bangalore, Hyderabad, Mumbai, Chennai, Delhi, Mangalore…

HIGHLIGHTS: NEW COMMUNITIES

– India International Coffee Festival 2009COFFEEPEDIA ld ff l di– COFFEEPEDIA – world coffee encyclopedia

– Coffee Business Opportunity– From Guatemala– Climate change and coffee– Cocoa Community– DO Café Marcala (Honduras)– coffee/espresso tamper– Coffee Agribusiness & Honduras– coffee machines

HUGE INTEREST IN STARTINGHUGE INTEREST IN STARTINGA COMMUNITY

HIGHLIGHTS: EXPLORING BUSINESS OPPORTUNITIESBUSINESS OPPORTUNITIES

– New service (actually, a modified community)– Special place to offer coffee (or product or

service)• “Coffee from Cundinamarca, Colombia”• “Want to sell The Exotic LUWAK COFFEE origin

Sumatra Indonesia”Sumatra, Indonesia• “Supply of Robusta Coffee Bean”• “Coffee supplier – Honduras Highlands”• “Partnership for 500 plus acres of Jamaican Blue

Mountain Coffee”• “Offer USED / Refurbished equipment as good as • Offer USED / Refurbished equipment as good as

new”

– Mostly growers offering their coffeesy g g– But other product and service providers too

HIGHLIGHTS: PARTICIPATION INCREASINGPARTICIPATION INCREASING

– Debates increasing• from viewers to participants

– Discussion forum• more frequent• “Can we use the CCN platform to p

connect small growers to buyers?”– Network reaching maturity– Participation is not easy to achieve

even for large social networks• Facebook• MySpace• etc.

NETWORK REDEFINES ITSELF

– CoffeeClub NetworkCoffeeClub Network• no answers• environment for contacts/discussions• members find own answers

– Collaborative construction

– Business contacts

Problem solving

INNOVATION IS SOLUTION

– Problem solving

INNOVATION IS SOLUTION TO BOTTLENECKS

COFFEECLUB NETWORK AS A PROBLEM SOLVERPROBLEM SOLVER

– Coffee origin communities

– Developing coffee connectionsDeveloping coffee connections

– Coffee Business Opportunities

PATHS CHOSEN BY COFFEECLUB NETWORK

ITSELF

CCN AS PROBLEM SOLVER:ORIGIN COMMUNITIESORIGIN COMMUNITIES

– Large interest from participantsPromotion– Promotion• origins

associations• estates• initiatives• associations

• cooperativesDi i

• initiatives• contents

– Discussion• common problems

b i• business– Search

• partners• clients

GREAT OPPORTUNITYFOR INDIA

CCN AS PROBLEM SOLVER:DEVELOPING COFFEE CONNECTIONSDEVELOPING COFFEE CONNECTIONS

– from source of information to meeting place• members see potential to reach out• start sending messages• start sending messages• participate in forums• connections are created• business may be transacted

– creating interest groups

– correcting marketing imperfections• small growers • technical barriers• small businesses • economic barriers

OPPORTUNITY FOR INDIA

CCN AS PROBLEM SOLVER:COFFEE BUSINESS OPPORTUNITIESCOFFEE BUSINESS OPPORTUNITIES

Problem identified:– Problem identified:• need to contact business partners around

the worldthe world– “Test” community at CCN

• very successful ve y success ul • a lot of activity• business transacted

– Potential of CCN still underutilized

MOST PROMISING PATH TO DEVELOPGREAT OPPORTUNITY FOR INDIA

CCN IN INDIA

― Connecting India and world

― Inside India― Inside India

CCN CONNECTING INDIA TO WORLD

― Promoting Indian coffees

― “Can we use the CCN platform to connect small growers to buyers?”• roasters and traders (small and big ones)• closer relationship

― Connecting Indian growers and researchers with world

h i• exchange experiences― Promoting Indian events

I di B i t― Indian Baristas

PLACING INDIAN COFFEES ON THE WEB 2.0 WORLD

CCN CONNECTING INDIA TO WORLD

– NOT a trading platform– It’s a market place!– Place to connect buyers and growers– CoffeeClub Network

• no answers• environment for contacts/discussions• members find own answers

– Collaborative construction– Problem solving

INNOVATION IS SOLUTIONINNOVATION IS SOLUTION TO BOTTLENECKS

CCN INSIDE INDIA(intrasector – intersector – consumers)

– A place to exchange ideas on:• quality

(intrasector intersector consumers)

• quality• management• pests and diseases• mechanization

― Common problems…― Common solutions― Small-roasters program― Coffeeshop owners

• promoting coffee quality

INNOVATION IS SOLUTION

― Indian coffee consumers

INNOVATION IS SOLUTION TO BOTTLENECKS

Connecting India and the WorldCoffeeClub Network:

Connecting India and the World

SIGN UP TODAYwww.coffeeclubnetwork.com

SIGN UP TODAY

THANK YOU!