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Of course, if the blind taste test shows that the cus- your targeted market and needs.” Izaki’s next step is to
tomer is appreciating a range of coffees, the team will send drop a bigger budget to promote to the targeted market
them different coffees each month that fit into the range of as soon as the ‘trial run’ shows the product fits. “This
what they like, according to Pabari. This reminds us of filter also helps me to earn real feedback from the market and
coffee at a specialty coffee shop when the barista asks what ‘brush up’ my product.”
coffee you would like to have with a hint of certain coffee Apart from developing and launching competi-
notes or the way coffee is brewed. “By doing a blind taste tive products, you should have the ability to listen
test, it removes any ambiguity and also has the coffee drink- to the true voice from your customers and react
er score the coffees based on how they are actually brewing quickly upon their feedback and get what they want
it,” he stressed. The variable of how one customer brews delivered. Stay true and close to your targets, both the
their coffee actually plays an important part in coffee. Re- market and customer.
member, different people can brew really different cups
even using the same bean! Explore Diversified Markets
In the meantime, the development of O2O (online
to offline and offline to online) business modes has Enter an existing market vs create a new market,
helped coffee brand owners to achieve more through their which one would you prefer? In fact, how and where
initiatives. As Barista Hustle’s partner in Japan, Izaki runs consumers could shop is like an adventure for owners to
not only an education portal online, now having over investigate and create unique experiences for them. It’s
1,200 subscribed members for two available courses, but similar to the time when you are opening a bricks-and-
also sells coffee products offline. mortar shop in a mall as you take “locations (market),
“My main business is always online as being online interior designs (packaging), VI design (branding), menu
is actually highly profitable,” he explained. “But to pro- development (product line), etc.” into account to estab-
mote online business, what you need is offline. Offline lish a brand (product).
is very important as you need to get closer to your clients “Take a close look into trend. I am a believer of
(and customers).” In Izaki’s view, people need to see innovator theory so let’s take a close look into innovators
products with their eyes in real life. to observe what kind of trends can be a next business
What’s the best policy to examine whether your opportunity,” Izaki pointed out. In his ‘theory’, “a clear
product meets consumers’ needs? The answer to Izaki is trend doesn’t help you to find real business opportunities Photo /Britney Townsend @bheathertownsend
“starting a new product in a small scale even if quality of as it is already consumed by people”. You need to clearly
product is not perfect.” He confessed: “I am making my understand: Who’s your target? What kind of problems
best effort to bring the product to the market much fast- are you trying to solve (with the product)? What kind of
er than competitors because you never know if it fits to solutions (or services) can you offer?

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