When Jules wanted to open a coffee shop, she knew that it had to be different. It needed an edge. In fact, she needed to be close to the edge to avoid the humdrum, dull, boring center.
Her approach was to create a coffee shop built around business networking. The coffee was incidental although prepared by well-trained baristas. She was going to be known first as a networking environment, and a coffee shop second.
Each choice of furniture, lighting and design would all make the experience different from her competitors. Through smart positioning, she wanted to be a live, social media environment where you can sip a latte. She used her networking skills to invite two people to come for coffee to meet and she made the connections. So she didn’t really sell coffee, her business model was to make connections.
The Middle is Dangerous
Blending into the traditional view of a coffee shop is risky. It seems like it would be safe – but it isn’t. No one talks about another average experience. Who shares with their online friends the latest, dull and unimaginative experience?
Three Lessons
If you are thinking of opening a retail shop, you aren’t just competing with other physical stores but other online experiences.
- How can you do things IRL (in real life) that you can’t do online?
- What can you do that software, code and apps can’t?
- When you think of human experiences, what is missing from your category?
Imagine a dry cleaner who always gives you a hug? Or a restaurant owner that remembers to ask about your mother or children every time you come to eat? Or a gardening supply store who offers classes, at no charge to show you the right way to plant azaleas. It is hard to have human, emotional experiences online. How can you bring emotions front and center?
Don’t get caught in the middle. Find a place along the outskirts of ordinary to hang out.
Need help finding a marketing edge? Text me at 919 720 0995 or email me at jeffreylynnslater@gmail.com
Photo credit: https://www.flickr.com/photos/1flatworld/with/4116953614/ 1Flatworld
