Presentation on the 2009 India International Coffee Festival about the CoffeeClub Network, connecting the coffee world (www.coffeeclubnetwork.com).

1. Market Place of 2020
CoffeeClub Network
90020180 Carlos Henrique Jorge Brando
October 2009

2. 2020… CLOSER THAN WE THINK
– Major forces in 21st century:
• globalization
• information technology
• Internet
– Closer coffee world:
• consumers: where my coffee comes from
• growers: relationships and partnerships

3. SOCIAL NETWORKS
– social structure made of individuals (or
organizations)
– connected by common interests
– such as friendship, business, knowledge,
h f d h b k l d
prestige
– or coffee…

4. ONLINE SOCIAL NETWORKS
– Representation of affective or professional
relationships in the web
– Platform to share ideas among people who
have common interests and goals
– Using information technology to connect
them

5. ONLINE SOCIAL NETWORKS
– Social networks today: COFFEE
• phenomenon
• Facebook, MySpace, Twitter..
• just for youngsters?
– I th f t
In the future: COFFEE
• something natural
• just another social meeting point
• like a town square, a fair or a trade fair
COFFEE

6. WORLD SHARING KNOWLEDGE
– Coffee knowledge in the web:
• Where is it?
• Spread over thousands of sites and
communities
© Copyright P&A

7. WHAT IF WE “BLEND” ALL COFFEE
SITES AND NETWORKS?
― CoffeeClub Network
• a virtual platform to connect people
related with coffee
• supported by the International C ff
t d b th I t ti l Coffee
Organization (ICO)
― All coffee related subjects and gadgets
ff l t d bj t d d t
from other networks…
― T
Together i an exclusive network
th in l i t k
created for coffee lovers
COFFEECLUB
NETWORK

8. COFFEECLUB NETWORK
― The environment of a virtual social network
• Membership totally free!
• Post id
P t videos and photos
d h t
• Participate in forums
• Post questions and answers
q
― Find coffee friends and/or business partners
― Offer products and services
― Join communities
― Promote
• yourself
• your company
• your business
COFFEECLUB
NETWORK

9. HOW TO JOIN THE
COFFEECLUB
NETWORK?
- accept i it ti or
t invitation
enter site
www.coffeeclubnetwork.com
-sign up
-login
login
-join favorite communities
COFFEECLUB
NETWORK

12. ACHIEVEMENTS
– 25,000 visitors in 1 year
, y
• 155 different countries
– 95,000 page views
(total visits)!
– More than 700 members
– 62 communities!
• 21 created in 2009
– Relevant players in
to o o s co ee o d
tomorrow’s coffee world

13. SOURCES OF VISITORS

14. SOURCES OF VISITORS

15. VISITOR FEATURES
– 69% new visitors in one year
– C
Country rank:k
• US • Canada
• Brazil • India
• UK • Australia
• Mexico • Germany
• Colombia • 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

16. INDIA ON COFFEECLUB
― 6th place in visitors
― Bangalore, Hyderabad, Mumbai, Chennai,
Delhi, Mangalore…

17. HIGHLIGHTS: NEW COMMUNITIES
– India International Coffee Festival 2009
– COFFEEPEDIA – world coffee encyclopedia
ld ff l di
– 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 STARTING
A COMMUNITY

18. HIGHLIGHTS: EXPLORING
BUSINESS 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
new”
– Mostly growers offering their coffees
yg g
– But other product and service providers too

19. HIGHLIGHTS:
PARTICIPATION 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.

20. NETWORK REDEFINES ITSELF
– CoffeeClub Network
• no answers
• environment for contacts/discussions
• members find own answers
– Collaborative construction
– Business contacts
– Problem solving
INNOVATION IS SOLUTION
TO BOTTLENECKS

21. COFFEECLUB NETWORK AS A
PROBLEM SOLVER
– Coffee origin communities
– Developing coffee connections
– Coffee Business Opportunities
PATHS CHOSEN BY
COFFEECLUB NETWORK
ITSELF

22. CCN AS PROBLEM SOLVER:
ORIGIN COMMUNITIES
– Large interest from participants
– Promotion
• origins • estates
• associations • initiatives
• cooperatives • contents
Discussion
– Di i
• common problems
• b i
business
– Search
• partners
• clients
GREAT OPPORTUNITY
FOR INDIA

23. CCN AS PROBLEM SOLVER:
DEVELOPING COFFEE CONNECTIONS
– from source of information to meeting
place
• members see potential to reach out
• 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

24. CCN AS PROBLEM SOLVER:
COFFEE BUSINESS OPPORTUNITIES
– Problem identified:
• need to contact business partners around
the world
– “Test” community at CCN
• very success ul
ve y successful
• a lot of activity
• business transacted
– Potential of CCN still underutilized
MOST PROMISING PATH TO DEVELOP
GREAT OPPORTUNITY FOR INDIA

25. CCN IN INDIA
― Connecting India and world
― Inside India

26. 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
• exchange experiences
h i
― Promoting Indian events
― I di B i t
Indian Baristas
PLACING INDIAN COFFEES ON
THE WEB 2.0 WORLD

27. 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 SOLUTION
TO BOTTLENECKS

28. CCN INSIDE INDIA
(intrasector – intersector – consumers)
– A place to exchange ideas on:
• quality
• management
• pests and diseases
• mechanization
― Common problems…
― Common solutions
― Small-roasters program
― Coffeeshop owners
• promoting coffee quality
― Indian coffee consumers
INNOVATION IS SOLUTION
TO BOTTLENECKS

29. CoffeeClub Network:
Connecting India and the World
SIGN UP TODAY
www.coffeeclubnetwork.com
THANK YOU!