With every Starbucks closed for the pandemic, a new startup may have hit a new caffeine high. Meet Jot. It is an ultra-coffee concentrate that is perfect for making cold or hot latte, cappuccinos, or ice-macchiatos.
Jot is Just One Tablespoon.
Gimmicky name – but I like its simplicity, and it tells their story in 3 letters.
Packaged in a glass bottle with a sexy little measuring spoon, it offers a convenient solution to a hot or cold coffee drink. And it provides a caffeine kick more intense than most fresh brewed coffee.
Extraction Reaction
Part of the secret is in the extraction.
According to an interview in Fast Company with Andrew Gordon, Jot’s Co-founder,
“Rather than brew at a common strength and then heat and freeze under a vacuum to remove the water as is done with freeze-drying, our coffee is brewed at a wildly potent 20x strength—much like an espresso, but at scale,”
“Nothing is ever removed to achieve this concentration, so all of the subtle compounds that contribute to aroma and flavor are protected and retained.”
The Soul of Coffee
This unusual approach to extraction also gives the product an unprocessed flavor and is not pasteurized. It gives you the intensity of espresso without the appliances or the plastic waste of pods.
Gordon calls it the soul of coffee.
For $24, you get 14 beverages so equal to or slightly less expensive than traditional coffee houses. It is a little less if you buy via their subscription.
Marketing Lesson
My big takeaway from JOT is it is excellent to enter a big category, but when you come at it from a unique angle, you get to present a new value proposition. New products need to solve a consumer’s problem and stand for something different. And, they are best when they represent an “only we” – like only we make ultra coffee.
If you want to learn more about the importance of differentiation, Youngme Moon, who teaches at Harvard Business School wrote my favorite book on the subject called DIFFERENT.
You may want to JOT down this concept if you are working on new product development.
If you can’t see the video, click here.
Need help creating innovative and different new product offerings?
I can help. You can set up a time chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
Photo and video courtesy of JOT
