I see a therapist once a week. He’s helping me with my depression and anxiety. I’m finding the sessions to be really helpful. If you’re going through some stuff, I recommend you speak to someone. If you can, make that someone a qualified therapist. I’ve found Betterhelp to be a cheaper alternative than seeing anyone locally. If you don’t have the budget, find someone you trust to speak to. But do speak to someone. It helps.
Anyway, in our last session he asked me what it is I really enjoy. I told him about this coffee hobby I have. How it started. How it evolved into a community of 400,000 social media followers. And how it has nothing to do with my day job. I’m a marketing VP for a tech company.
In his ongoing quest to get me to be less hyper-critical of myself, he noted that I must have some marketing talent if I’ve been able to climb corporate ladder as far as I have. Trying hard not to sound smug, I suggested to him that during my two decades in marketing I did learn a thing or two. And that I enjoy the marketing part of the job. It’s the corporate politics I find soul destroying.
He wondered out loud if there was a way I could combine my love for marketing with my love for coffee. I gave it some thought. A week-long bank holiday allowed me the time to give it a lot of thought.
The content that is always getting the most reach on my instagram are the posts about the business of coffee. Specifically, the marketing part of the business of coffee. So, as part of my therapy, I’m starting a Substack. I’m calling it FLTR Paper. And I’m going to distil my more than 20 years of B2C and B2B marketing experience into practical and effective tips for you to market your coffee business. Any business.
As I’ve learned in my therapy sessions, one of the most common outcomes of anxiety is excessive organization. So, of course, this newsletter will be that. It’ll unfold in seven distinct phases, each designed to offer insights, strategies, and tips. Since I’ve built an audience in the coffee world, I’ll talk about starting a coffee business. But, like all marketing principles, my views apply to (most) businesses.
Phase 1: Foundation and Planning
Every great coffee journey starts with the beans, and every successful business starts with a solid foundation. In this initial phase, we’ll dive into understanding your market, defining your brand’s unique essence, and crafting a business plan that serves as your roadmap to success. Expect to cover everything from creating customer personas to setting actionable, strategic goals.
Phase 2: Pre-Launch and Brand Building
Before the aroma of your coffee begins to fill the air, there’s the exciting task of building anticipation and laying the groundwork for your brand’s identity. Here, we’ll explore strategies for developing your visual brand, engaging with your future customers online, and planning your menu to reflect your brand’s story and values.
Phase 3: Launch Strategies
The day your doors finally open is just the beginning. In this phase, we’ll look at effective launch strategies, from making a splash with your grand opening to optimizing your online presence for local SEO. It’s about turning that initial buzz into a lasting impression.
Phase 4: Growth and Customer Retention
With the launch behind us, the focus shifts to growth and nurturing the community around your brand. From creating content that resonates to designing loyalty programs that keep customers coming back, this phase is all about deepening those initial connections and fostering a vibrant, engaged community.
Phase 5: Scaling and Expansion
As your business grows, so do the challenges and opportunities. This phase will guide you through the intricacies of scaling your operation, whether through opening new locations, expanding your online presence, or even considering franchising, all while maintaining the heart and soul of your brand.
Phase 6: Adaptation and Innovation
The coffee market is ever-evolving, and staying ahead means being ready to adapt and innovate. We’ll explore how to keep your business agile, from incorporating new technologies to embracing sustainability, ensuring that your coffee shop remains a beloved staple in an increasingly competitive landscape.
Phase 7: Building a Legacy
Finally, we look to the future, focusing on building a legacy that lasts. This phase is about more than just profit; it’s about creating a meaningful impact on your community, engaging in social responsibility, and crafting a brand story that will be told for generations to come.
So, whether you’re sketching the blueprint for your first coffee shop or trying to to fix issues your current marketing strategy, I invite you to join me on this journey. My therapist and I invite you.
Subscribe to FLTR Paper here.
