How to sell a 10 $ Cup O' Joe. Or whatever crazy price your local café is taking for a latté.

1. LESSONS FROM THE MERMAID
‘
How to sell a $10 dollar cup o’ Joe *
*or whatever crazy price your local café is asking …
Copyright © 2010 Eduardo Celis Rojo Logos and images used for illustration purposes only. All trademarks, graphics, and other material remain the
property of their respective owners. The author claims no relationship with Starbucks corporation.

2. About
The author, Eduardo Celis Rojo, a digital media specialist by trade, and coffee lover by
conviction, is an expat living in Denmark since before the times of the “Mermaid Revolution”.
Back in 1998, he started the first “modern” coffee specialist business in Denmark with the
idea to replicate the success of Starbucks on this side of the pond. After growing the business
from an idea to a profitable venture, he sold his stake to partners, traveled a bit, wrote a
book about coffee, and eventually returned to the world of stories and pixels; where he toils
to this day.
“LESSONS FROM THE MERMAID. How to sell a 10$ Cup o’ Joe (or whatever crazy price your
local café is asking …) ” Is part of a series of presentations designed to share some my
conclusions on how passion, design principles, and customer knowledge (together with lots of
hard work) can turn a cup of coffee golden… and a lot more.
Eduardo
Celis
Rojo
Copyright © 2010 Eduardo Celis Rojo Logos and images used for illustration purposes only. All trademarks, graphics, and other material remain the
property of their respective owners. The author claims no relationship with Starbucks corporation.

3. Agenda
1 THE BASICS
2 THE COFFEE
3 THE PLACE
4 THE MESSAGE

4. 1 THE BASICS
Where, why, what?

5. It starts with coffee

6. But, it is about much more

7. It’s about feelings

8. It’s about love

9. It’s about pampering

10. It’s about ego

11. 2 THE COFFEE
It ain’t just beans

12. dark roast

13. brewed fresh

14. custom made

15. with flair

16. 3 THE PLACE
Location, location, location!

17. lay out

18. aroma

19. unique decor

20. lightning

21. where I live*

22. where I work

23. Where I am I!

24. 4 THE MESSAGE
Broadcast value, add perceived value...

25. fair trade

26. happy workers

27. good neighbors

28. Fair, Caring, Neighbors

29. Therefore,
“It’s
OK
for
you
to
spoil
yourself,
with
me”

31. LESSONS FROM THE MERMAID
How to sell a $ 10 cup o’ Joe*
A slide presentation by
EDUARDO CELIS ROJO
ed@dopetastic.com
WWW.DOPETASTIC.COM
*or whatever crazy price your local café is asking for…
Copyright © 2010 Eduardo Celis Rojo Logos and images used for illustration purposes only. All trademarks, graphics, and other material remain the
property of their respective owners. The author claims no relationship with Starbucks corporation.