Download to read offline
Uploaded bySiddharth Soni
Ghottos (enjoying coffee, not the usual cafe way)
The document discusses a unique coffee experience at 'ghottos', where customers manually stir their coffee ingredients to create a rich brew, contrasting this hands-on approach with traditional machine-brewed methods. It emphasizes the engaging, rustic atmosphere and the simplicity of using pre-mixed ingredients in sachets, which lowers operational costs. The model prioritizes physical involvement and creativity, differentiating itself from modern coffee shops by fostering a more personalized coffee-making experience.
Ghottos (enjoying coffee, not the usual cafe way)
- 2. What kind ofunderstanding you desire? Click one of the two buttons.
- 3. A close existing(and analogical) model could be…
- 5. But with apalpably richer experience.
- 6. Model Similarity • Youchoose 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
- 7. Model Dissimilarity • Serviceguy/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.
- 9. Because… • If you’veever 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.
- 10. Because… • And thiscoffee that comes out of your stirring feels 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.
- 11. Because… • It’s easyto get addicted when the stirring spoon hits the walls of china mug and makes music out of some irregular but pleasant sounds
- 12.
- 13.
- 14. A significant counter-trendin the making… • Anti-electronic • Anti-industrial • Mechanical tinkering • Anti-cubicle • Physical movement oriented • Indifference to sweating (even appreciating) • Experience driven
- 15.
- 16. But… experiencing ‘moving’ hasmany addictive forms.
- 17. Two ends ofthe continuum of experiencing moving… Experiencing moving by… Moving one’s own self Watching others/other objects move
- 18. Within the twoends 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
- 19. A more involvingplace to experience coffee and have all the fun that one has in a café.
- 20. The joy ofstirring-brewing your coffee with your own hands.
- 21. From the hindiword, ‘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.
- 23. What exactly happensat 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.
- 24. How does itcompare 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.
- 25. 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.
- 26.