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Feliz Coffee

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • Feliz Coffee's ideal customer is a woman aged 30-55 who values quality experiences, community, and indulgence in small luxuries.

Audience Type

  • B2C
  • Primarily women with disposable income for premium coffee and experience.

Needs – Primary Buying Considerations

  • High-quality specialty coffee
  • Comfortable and home-like ambiance
  • Excellent customer service

Demographics

  • Age Range: 30-55
  • Gender: Female
  • Geography: Local or tourists in Spain
  • Income Level: Mid to high income
  • Profession: Middle or Upper management, business owners, professionals.

Psychographics

  • Lifestyle: Quality-focused, enjoys travel and local experiences
  • What they value: Community connection, supporting local businesses, personal indulgence
  • Pain Points: Poor customer service, snobby attitudes, impersonal environments
  • Buying Behavior: Likely read reviews, word-of-mouth referrals, discovery by foot traffic.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Feliz Coffee serves women in Spain who seek a moment of luxury with top-notch specialty coffee and a distinctly welcoming environment, so they can enjoy a comforting escape into a blend of taste and atmosphere.

Understanding Their Pain Points

  • Inability to find a peaceful, aesthetic space to unwind.
  • Feeling undervalued in standard coffee shops.
  • Lack of a community that shares their appreciation for quality coffee.

Transformation

  • Discovering an oasis of warmth, taste and belonging.
  • Feeling pampered and valued with every visit.
  • Integrating Feliz Coffee into their self-care and luxury routine.

Unique Selling Proposition (USP)

  • Emphasis on a snobbery-free, enhancing customer experience.
  • The fusion of excellent coffee and an atmosphere that feels like home.
  • A community-oriented, local business that respects and cherishes their clientele.

Brand Values & One-Liners

  • 'Your home for great coffee and even better experiences.'
  • 'Enjoy luxury in a cup's unforgettable journey.'
  • 'Join the Feliz family – feel at home, sip on excellence.'

Tone

  • Feliz Coffee speaks with warmth, elegance, and familiarity, creating a sense of luxury, comfort, and authentic community with each interaction.

Hero Text Idea

  • Flag Text: 'Spain's Favorite Specialty Coffee'
  • Main Headline: 'Feliz Coffee: More Than Just a Coffee Shop'
  • Sub Headline: 'Experience the luxury of a perfect blend and a welcoming community in a setting that feels just like home. Feliz Coffee is your private escape into taste and tranquility.'
  • CTA: 'Join The Feliz Experience Today'

3. The Media I Will Use to Reach my Target Market

Website

  • Continue using Shopify: user-friendly, eCommerce capabilities for possible merchandise sales
  • Track conversions: Online orders or newsletter sign ups
  • Focus on both mobile and desktop optimization: Mobile for onsite visitors, desktop for at-home planners

Social Media

  • Frequent posting on Instagram: Aesthetic imagery for target audience, Stories for updates, Reels for behind-the-scenes
  • Regular Facebook updates: Community-driven content and events
  • Ensure Google Business Page is complete and updated

Paid Advertising

  • Geo-targeted Facebook ads: Target local women, aged 30-55
  • Google AdWords: Capture search traffic for local coffee shops, include review ratings in ads

Content Recommendations

  • Blogging about coffee culture
  • Blogs about upcoming events or local community happenings
  • Instagram posts about customers and their stories

Podcasts

  • Appear on local podcasts: Spain On The Go, Notes in Spanish Advanced, particularly if they discuss local businesses or food culture

Directories

  • Add listing on local directories: Yelp, TripAdvisor, Visit Spain (official tourism site)
  • Seek inclusion in local food and drink guides or tours

Publications

  • Seek coverage in local print or online lifestyle magazines: Metropolitan, BCN Mes
  • Reach out to local bloggers, particularly those with a focus on food and drink

Partnerships & Outreach

  • Partner with local businesses: Book shops, independent retailers who share the target audience
  • Sponsor local networking events or book clubs, women's fitness activities

SEO and Content

  • Ensure website content is SEO-optimized: Focus on terms like local speciality coffee, best café in [city name]
  • Publish regular blogs on the culture and love of coffee

Offline and Local Media

  • Flyer distribution in nearby areas: Shopping centers, office complexes
  • Local radio ads or partnerships
  • Host or sponsor local events at your location

Online Events

  • Virtual coffee tastings or brewing classes
  • Social media contests or challenges

Online Networking

  • Engage with audience in local Facebook groups, LinkedIn groups, Reddit community
  • Reply to online reviews, engage with customers on social media

Cold Outreach

  • Business outreach through LinkedIn: Corporate catering opportunities
  • PR pitches to local food and drink journalists and influencers
During (Lead)

1. My Lead Capture System

Lead Magnet

  • Free Digital Recipe Book for Favorite DIY Coffee Drinks
  • Early Access to Special Events or New Coffee Launches (Signup required)
  • Coffee Brewer's Guide - A Comprehensive Guide For Brewing Coffee At Home

Tripwire Offer

  • First visit offer: free artisan cookie with any specialty coffee (requires sign-up)
  • Loyalty Card: Buy 7 coffees, get the 8th free (Capture details at first card issue)
  • Introductory small coffee merchandise with a minimal purchase

Welcome Sequence

  • Initial welcome email, thanking for joining Feliz Coffee family
  • Follow-up with exclusive offers or early access, build anticipation
  • On day 3, send the promised Digital Recipe Book or Brewer's Guide
  • On day 7, send a discount coupon for next visit or online shop purchase

Segmentation

  • Segment customers based on the drinks they order: Specialty coffee, traditional brews, non-coffee drinks
  • Segment based on frequency of visit or loyalty card status
  • Divide into 'local residents' and 'tourists' for tailored messaging

Chatbot and Automation

  • Implement a Chatbot on the website for quick Q&A, bookings, or online order inquiries
  • Set automatic responses or curated suggestions based on user inputs
  • Use a simple CRM tool like MailChimp's CRM features for improved data management

2. My Lead Nurturing System

Marketing CRM

  • Feliz Coffee currently does not use any CRM platform
  • A beginner-friendly, low-cost option would be HubSpot CRM
  • This CRM has automation capabilities suitable for email marketing, newsletter management, lead tracking, and customer segmentation

Sales CRM

  • Since Feliz Coffee is a new business with only a single employee, sales CRM may not initially be needed
  • As business grows, consider Zoho CRM for sales pipeline management and lead tracking features

Automated Follow-Ups

  • Set up automated thank-you emails to customers placing online orders
  • Implement abandoned cart emails using Shopify's in-built capabilities
  • Create a Drip email campaign to invite and remind customers about upcoming events

Newsletter

  • Continue bi-weekly newsletter, focusing on updates, special events, and coffee education
  • Introduce customer stories or spotlights to build community

Retargeting & Ads

  • Local target Facebook and Instagram ads, focusing on specials or new coffee offerings
  • Implement Google Ads for search traffic aiming for local coffee shops

Social Media and Content

  • Maintain consistent presence on Instagram and Facebook
  • Weekly posts featuring products, behind-the-scenes, customer testimonials
  • Start blogging about coffee culture, brewing methods, or local community topics

Webinars and Events

  • Virtual coffee tastings or brewing classes every quarter
  • In-store events or coffee club meetups monthly

Other Nurture Channels

  • Incorporate a Chatbot for website customer inquiries
  • Use WhatsApp for real-time customer service and order confirmations

3. Sales Conversion Strategy

Sales Process

  • Add signage outside the establishment to encourage walk-ins
  • Train staff on upselling techniques to increase average order value
  • Develop customer loyalty program for repeat visits

Sales Assets

  • Generate script for staff to consistently deliver excellent customer service
  • Develop visual aids inside the café to promote specialty coffees

Testimonials and Case Studies

  • Encourage customers to leave reviews on Google and TripAdvisor
  • Share positive reviews on social media and website

Conversion Rate Insights

  • Introduce customer surveys to gain insights about conversion experience and purchase decisions
  • Use Shopify analytics to track online sales and conversion rates

Urgency and Offers

  • Create seasonal offers to drive sales during peak coffee consumption periods
  • Introduce limited edition specialty coffees to create urgency

Guarantees and Risk Reversal

  • Assure customers of a free coffee replacement if they're not satisfied with their order
  • Offer free tasting samples of new or less popular coffees to alleviate purchase hesitation

Shock and Awe

  • Offer a free coffee on first visit as a customer surprise and delight initiative
  • Celebrate customer birthdays by offering a free coffee to create a personalized experience
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Warm greeting upon entering shop
  • Baristas learn and use frequent customers' names and orders

Communication Cadence

  • Weekly email newsletters sharing upcoming events or specials
  • Occasional text messages with unique offers

Client Education

  • Chalkboard menu explanations of what each coffee type is
  • Seasonal tastings or workshops to learn about different blend origins

Personalized Touches

  • Complimentary coffee on customers' birthdays
  • Small thank you note placed on saucer for every tenth drink order

Visuals and Documentation

  • Photo collage of regulars enjoying coffee
  • Beautiful drink presentation, consistently styled for social media sharing

Feedback and Proactive Support

  • Anonymously survey customers on their experience
  • Quick, friendly attention to any expressed dissatisfaction

Guarantee or Promise

  • If dissatisfied with coffee, customer's drink will be remade until perfect
  • Promise to always serve highest quality in a friendly atmosphere

Operational Excellence

  • Have orders ready within promised wait time
  • Maintain a clean, aesthetically pleasing environment
  • Empower baristas to resolve most identified customer concerns

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement a coffee subscription model for regular customers.
  • Offer discounts on bulk purchases or prepaid orders.

Upsells & Cross-Sells

  • Introduce premium blends or limited edition coffee for upsells.
  • Cross-sell with branded merchandise (mugs, t-shirts) or locally sourced pastries.

Bundling & Packaging

  • Offer bundle deals on coffee and breakfast or coffee and merchandise.
  • Create holiday or seasonal packages for gift buying.

Loyalty & Retention Programs

  • Develop a loyalty card program offering a free drink after a certain number of purchases.
  • Use customer birthdays or special occasions to provide discounts.

Custom Services and Personalization

  • Provide custom brewing tutorials or tasting events for premium customers.
  • Offer personalized coffee recommendations based on previous purchases.

Pricing Strategy

  • Offer discounts for longer-term subscriptions or larger purchases.
  • Implement a premium pricing strategy for specialty coffees and exclusive experiences.

Customer Data and Insights

  • Use Shopify analytics to track customer purchasing behavior.
  • Implement email surveys or feedback forms to understand customer preferences.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a 'Buy One, Get One Free' for every successful referral.
  • Provide a 10% discount code to referees to use on their first purchase.

Shareable Assets

  • Create a 'Refer a Friend' template for social media that customers can share.
  • Launch 'Meet Our Community' Instagram highlights showcasing regular customers.

Timing and Triggers

  • Request referrals after a customer leaves a positive review or feedback.
  • Train staff to mention referral incentives to satisfied customers.

Client Success Stories

  • Encourage regulars to share their 'Feliz Coffee Story' on social media for a feature.

Referral Contests

  • Run a monthly 'Coffee Cheerleader' contest for most referrals with a dedicated 'Elite Customer' card as prize.

Partner or Affiliate Programs

  • Collaborate with local businesses to cross-promote each other with dedicated referral codes.

Thank-You Experience

  • Send handwritten thank-you notes to top referrers and acknowledge them publicly on social media.

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