Just Us! Coffee Roasters

c r ea t i n g a n a u g m en t e d s e r v ic e e x p e ri e n c e

s e rv 421 - s e rv ic e s a n d e n ter p r ise

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x e n ia v ila d a s

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s p r in g 2018

t a b l e of contents Introduction

Meet the Team

03

Project Description

04

Project Outcome

05

19

Service Package

20

Structure of Service Package

21

1. Discovering and Analyzing

Business Model Canvas

23

About Just Us

07

Value Proposition

24

Seed to Cup

09

Brand Mission

25

Case Study: Just Us Coffee Roasters

11

Customer Segments

27

User Journey

28

Ambassador Attributes

29

Marketing Strategy

30

Defining Service Concept

06

12

2. Defining the Opportunities Secondary Research

13

Primary Research

Corporate Strategy

32

14

Target Market

Expected Outcomes

33

16

Industry Analysis

Outcomes to Expand

34

17

Cost Structure

35

Conclusion

36

Market Trends

01

3. Creating the Augmented Offering Augmented Offering

Major Iterations and Challenges

Part I: Area of Opportunity

Part II: Value Proposition

18

Appendix

Works Cited

Current Revenue Sales

39

Existing Stakeholders

40

Secondary Research

41-42

Positioning Map

43

Value Proposition Canvas

44

Value Proposition Canvas+ Business Model Canvas

45

Business Model Canvas

46

Service Package

47

Blueprint

48-52

Encounter Map

53-54

Stakeholders

55

Marketing Strategy

56

All Sources

57

02

m e et the team

able to envision conceptual

details and discuss strategies

“

for evolving thoughts and behaviors holistically

“

I am a service designer with a focus in all things digital. I am inpsired

by the world that surrounds us. At

the end of the day I create kickass designs that transform a brands

offering and makes peoples live a little bit easier.

03

“

I’m a lifelong student of design

s a m c a da n

g e n e v i ev e h i l l e r

“

I’m a visual thinker and

analyzer who enjoys taking challenging problems and

turning them into meaningful

solutions that will help society

“

“

ryan payeur

p roject description As a group of consultants we were tasked to select a case study that reveals areas of opportunities to create an augmented service offering out of. The augmented service

offering needs to have a developed market strategy so it will be feasible and desirable to bring to the market. The case study we chose is our fictional client and they want to develop a spin-off in which our group can leverage the assets of the parent company and tap into future trends.

We were intrigued by the Just Us case study because we saw unique opportunities

within the Fair Trade system and wanted to learn more about this service sector. After

choosing the case study and learning more about Just Us, we proceeded to develop a a contextual research plan. We used several tools and many methodologies to create a

valuable service offering while also ensuring that it was feasible for our client. Through this iterative process we created an augmented service offering, a re-brand of the company, and a new market strategy.

04

pr o j e c t brief

Deliver a service package that seamlessly fits the existing company with a financial plan that proves its market potential 05

m a j o r i t e r a t i on s Create a better method to expand distribution Expand the brand mission and image to better relate to the specific target market Partner with modern technology to design an innovative self-service pay coffee system

potential challe n g e s Cost of distribution in areas outside of Nova Scotia and away from their current market Changing human behavior through sustainable actions and making people change their habits Branding the value of Fair Trade so it is easy to understand and join Keeping a human centered focus where technology does not take e away current jobs and face-to-face interactions

06

01 about just us

“ we work hard to preserve

the integrity of our supply chain from

seed to cup�

g ra nd p re , nova scotia

07

-

just us

b u s iness overview

brand values

Jeff and Debora Moore: founders of Just Us! Coffee Roasters Co-operative, based in Nova Scotia, Canada

People and Planet before Profits

The company is a worker-owned and operated for-profit coffee co-operative that imports, roasts, and sells wholesale and retailed fair trade organic coffee from certified fair trade coffee producers around the world.

The company roasts, grinds and packages the finished product and sells it to retailers throughout Canada

miss ion statement At Just Us! we stand for justice. We are a social enterprise using coffee as a vehicle for change. We work directly with our producerpartners to work out a truly fair price, based on each co-op’s true cost of production along with social premiums above the fair trade minimum price. We believe in a global community and respecting all individuals as well as the Earth we reside on.

Why coffee and fair trade?

Fair Trade is a community of producers, traders, buyers, and consumers working together to form a trading partnership that provides a more equitable and sustainable form of exchange. They pay the producers a fair price by skipping the middlemen and going directly to them while helping to develop trading experience as well as market contacts.

current revenue and sales, appendix pg.39

08

01 seed to cup

1. farmer

09

2. coffee beans

3. export/import

4. arrive

at headquarters

5. roasting process

6. packaging

7. distribution

purchase and enjoy existing stakeholders, appendix pg. 40

10

01 case study: just us coffee roasters

*Just Us is continuously successful in finding new

business opportunities while remaining true to fair trade and organic models. Jeff believed that this model of doing business provided the Co-operative with a clear product differentiation thereby giving a clear market advantage over its competitors.

SERVICE op por t un i t i e s ?

Sustainable practices Exclusive high quality product Customer loyalty

GOALS OF SERVICE Differentiate Just Us! from competition Expand distribution Gain a larger customer base Educate people about fair trade and sustainability

11

An alternative checkout method powered by NFC technology allowing members to utilize our service to access drip coffee at participating community hubs.

Just Us! serves a market that values the people and planet that produce the coffee they drink. We

recognize the power of coffee to educate people about the injustice of pay inequality and

unsustainable practices. Remembering to bring your own cup to participate in a growing community of

people that care about each other and our planet,

offers a rewarding experience that goes beyond cost savings. The same innovative spout technology that enables members to take only what they need, also allows Just Us! to explore new markets by merging with existing suppliers and cafes without forcing customers to change before they’re ready. If a

community does not embrace these values, there is no added waste, and if they do there will be a

how can segmenting the market provide value?

defining the service concept

dramatic reduction in disposable cups and time spent in line.

12

02 secondary research

key findings

1

sustainability

negative impact

Reducing waste and designing for a more sustainable future allows companies to prepare and meet the future needs of current consumers.

Losing subscribers is the biggest challenge. Subscription services must focus on maintaining the value of their box or else customers will start fading out.

2

profitable subscription models Aligning with the core consumer demands of convenience and value is crucial. Give a sense of trust.

Losing subscribers is the biggest challenge.

13

secondary research appendix pg.

41-42

3 4

positive impact Relationships are formed and businesses have the opportunity to really get to know and understand their customer base.

ethnographic research we conducted interviews and observation studies in several local cafes to better understand the market observations

interviews

While conducting observations we noticed how some coffee shops struggled to control long lines of customers. We also noticed how much waste is happening with single-use plastic cups.

We interviewed coffee shops managers and employees and gained insights on how they manage their fair trade coffee and how their point of sales system works.

what did these insights teach us?

primary research

14

02 primary research Just Us! Headquarters is in Grand Pre, Nova Scotia, which has a population approximately double that of downtown Savannah, GA. However, Savannah has 6x as many locally-owned cafes, presenting much more fertile ground for user research. Through our interviews we met the managers, roasters, and baristas that keep this town buzzing.

“People need that ‘awkward amount of time place’. Coffee isn’t the same as food. People will order delivery from the place next door and not think twice. I hardly ever make my own coffee and I own 3 cafes. I need that trip more than the coffee.”

When people go to get coffee they want to feel better.

They don’t go to stand in a checkout line with everyone else that’s waiting to pay. This led us to think about how we can charge customers like they would be charged for their utility bill. Members can pour however much coffee they want, whenever they want, and will be charged at the end of the month.

“I care about the cup being environmentally friendly, but it’s not like you have choice. You get what they give you.”

“Nearly every cafe in the southeast region’s top seller is drip coffee. Drip coffee drinkers start coming in at 7am, when we open, and don’t die down until at least noon. They don’t ask for anything special, so long as it’s got caffeine and the wifi works. Basically they just use this as their office.”

15

Avid coffee drinkers order a cup of coffee several times a day, which leads to throwing out multiple disposable cups every day. Not only does this cost everyone extra, but it is toxic to our planet and our community. We believe that embedding the behavior into our service to bring your own reusable cup, further incentivizes people to inally make the switch.

When determining where Just Us!’s resources would be most effective, we discovered that the customer segment that prioritizes drip coffee is not only the most aligned with the current offering but is also the top seller in the potential hubs that we interviewed. We realized that integrating payment into a self-serve spout would make this an even more efficient experience.

target market Through analyzing the existing service, competition, analogous offerings, demographics, psycho-graphics, and current customer base, we discovered a niche that would allow us to mitigate risk while cultivating an innovative experience coffee drinkers

Students, freelancers, and professionals working beyond the office appear to be the most regular customers, but are not necessarily loyal to one cafe.

There is no direct benefit from loyalty, as despite their familiarity with the staff, these customers have no choice but to repeat the same process of ordering, paying, and waiting for a predetermined amount of coffee, whether they change locations or not.

coffee brewers

They did not report a significant bias toward Organic Fair Trade coffee, but they did seek more premium coffee than gas stations and drive-thrus offer. Convenience was described more as their proximity to a communal atmosphere that they can visit often, for as long as they like.

fair trade community

revenue streams from sales channels

37%

cafes

55% retail locations

8%

other (mail order)

locals 16

02 industry analysis

positioning:

Just Us will position itself as a more convenient business in the market place whereas other coffee shops are not.

direct competitors The competition that directly impacts Just Us! are other locally owned Fair Trade coffee distributors that use coffee to drive sales success in wholesale sectors. More corporate companies also affect Just Us! because they have created innovative service technology that increase sales in all areas of their business.

indirect competitors

positioning:

Just Us! indirect competitors have to gain customer loyalty and inspire customers to change their behaviors. These competitors do a good job at maintaining their customers through innovative campaigns that challenge the market.

Just Us will be positioning itself to be more sustainable and earth conscious in the sense of product waste and changing human behavior.

17

positioning map, appendix pg.43

market trends • Social awareness driving consumers to demand ethical business practices such as Fair Trade • Consumers appreciate organic and honestly made products • Packaging: should improve freshness and also give the product lines a uniform look

Social Media gives you the platform and the power to access information

• Reducing or removing unnecessary non-biodegradable packaging • Remain true to fair trade and organic business models.

• Ability to order in advance and receive faster service

market insights

*

“I think it comes down to more and more awareness. It definitely has a lot to do with social media, and people are starting to be exposed to things that they wouldn’t otherwise be aware of. Social media means these things are popping up in people’s faces and really making them think. Once people are aware of the problem they tend to start taking a little bit more notice and making that change.”

*

Sustainability and Product Consumption is on the minds of common customers when they use a service

Fast and Reliable services that make use of already available resources

“Positive reinforcement is key at the checkout itself and normalizing reuse, which is one of the things that we’re missing here [in the UK].”

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AUGNMENTED

a u g mented o f f e ri n g

QUALITY OF INTERATION DEGREE OF PARTICIPATION CORE OFFERING ENABLING/FACILITATING ENHANCING EASE OF ACCESS

Following Just Us!’s philosophy for cutting out the middlemen to pass the savings onto customers and producers, our new service allows members to skip the line, serve themselves, and pay a fair price at the end of the month. Members will receive a sensored band for their reusable cup that they can use to access freshly brewed Fair Trade coffee at participating hubs.

19

value proposition canvas appendix pg.44

PARTICIPATION

CORE OFFERING

-UTILITY STYLE PAYMENT PLAN -AMBASSADOR TRAINING -CO-PRODUCE VALUE WITHIN YOUR COMMUNITY

INTERACTION

-HUMAN CENTRIC -SUSTAINABLE BEHAVIOR -GLOBALLY ACCEPTED -VIEW YOUR USAGE

EASE OF Access -24 HOUR ACCESS -NEIGHBORHOOD HUB -LIVE TRACKING (THICK DATA)

ÒA COMMUNITY BASED SUBCRIPTION AND FAIRTRADE DISTRiBuTION SERVICE FUELING ASPIRATIONS THROUGH COFFEE WORTH CARING ABOUTÓ

SERVICE PACKAGE

ENABLING SERVICES

-Coffee shops -Wholesalers -Website -Mobile App -Farmers

-Catering Service -Distributors -Retailers -Roasteries -Community Hubs

ENHANCING/benefits

-Anytime & Anywhere -fresh -Digital Community -consistent -Decrease in CC Transactions -dependable -Self Distribution System -Ease of payment

20

03 structure of the service package

the thermos band The band is the perfect embodiment of the Just Us! Co-operative as it represents your involvement in a community that supports the people and planet that fuel your aspirations with coffee worth caring about.

21

Skip the line and get coffee wherever, whenever you want.

100% waste free service

the facilitating offering is the drip coffee machine

There is a sensor on the spout of the drip coffee machine that acts as the point of sale for Just Us! coffee. The sensor scans the band that the customer attaches to their reusable coffee thermos. Without the sensor in the coffee drip machine the service offering is not functional.

The band that the Just Us! customer has around their reusable coffee cup is their identity to the service. The band links with their bank account and allows them to get coffee anywhere anytime where there is a Just Us! coffee drip machine.

22

03 business model canvas key partners

farmers/growers retailers/cafes wholesalers bank of nova scotia ambassadors GEPA B Fair Handlehaus (World’s Largest FTO) JUFTIC (Just Us Fair Trade Org) CEDIF (Community Economic Investment Fund)

key activities

supply chain MGT retail wholesale sustainable practices convenience

key resources

Fueling aspirations through coffee with caring about.

point of sales IT and app management specialists proprietary spout and band

cost structure

import/export costs coffee bags roastery maintenance app maintenance spout maintenance specialist employees 23

value proposition

business model canvas, appendix pg.45-46

relationships

social awareness employment ease of access non-invasive beneficial prices

channels website community hubs subscription mobile app word of mouth social media

revenue streams wholesalers retail sales web sales subscription merchandise

segments

wholesalers common grounds nomadic coffee drinkers ambassadors

BRAND PROMISE Coffee is a part of so many people’s lives that

we must segment them by the value that we can offer. Just Us! currently focuses on wholesale but is looking for methods of entering new

venues where they can strategically expand their coverage. Once we consider these segments

uniquely, opportunities for alleviating current pain points and providing for future benefits begin

to surface. Compartmentalizing these insights allows us to develop a service concept that is

optimized for a more specific segment. The result

is a redefined Value Proposition that resonates with our target market.

Empowering people and giving them a sustainable and convenient service to provide access to coffee worth caring about 24

03 brand mission

Just Us! is a company that believes in empowering people. Our mission is to serve customers by giving then the best value for our products and informing them to the fullest possible extent through sound information, producer profiles, exchanges and research.

letting our values be our guide Values play a role in content as well. We center around one core phrase “empowering people through coffee worth caring about.” Everything that the Just Us! team communicates revolves around that tag-line and their values.

It’s the ability to keep that communication consistent over the past 30 years that has lead to their success.

building a strong social media content core Just Us content core can be summed up by saying: “Just Us content core revolves around the intersection between their audience’s interest for coffee, a greener earth, and a fast-paced lifestyle with their product’s ability to keep people awake, give them energy, when and where they want.’’

25

02

expand and launch our augmented service within local communities Anyone that wants to be a hub need only order a smart spout for their existing drip machine and the POS system to manage member usage. Just Us! will handle all payments and pay the hub a percentage of the sales. Due to the sustainable nature of this service, no disposable cups are required and Just Us! Will incur all credit card fees associated with member purchases.

26

03 customer segments

common grounds

nomads

ambassadors

Irregular patron

Fair trade pioneer

Brand buyer

Price is primary

Flexible with price

Locally and socially active

Convenience seeker

Opt for products that enhance convenience

Promoter/Influencer

Indifferent to Fair trade

* 27

Loyal to self, not what’s popular

Knowledgeable Take on responsibility

When it comes to drip coffee drinkers there are three main segments that emerged that we felt could be independent as well as evolutionary. All three appear to use cafes as a third space but their relationship with the hub is uniquely segmentable. Common grounds come together over coffee while nomads come for the coffee and ambassadors find value in the community as a whole.

user journey

common grounds

nomads

ambassadors

1 aware

2

1 aware

2

1 aware

2

Learn incentives to subscribing to premium coffee.

Motivated by convenience and discounted rate.

Assess the offering to determine service value beyond coffee.

join Register and receive band.

join Register and receive band.

join

3 3 3

Register, receive band. Assessed for brand bundle and demo coffee.

use Place band on reusable cup, scan at spout, pour.

use Place band on reusable cup, scan at spout, pour.

use Place band on reusable cup, scan at spout, pour. Influence and demo.

4 4 4

develop Place band on reusable cup, scan at spout, pour.

develop Increase sustainable practices, influence on community, and sense of freedom.

develop Increase sustainable practices. Monitors market. Promotes new locations.

5

leave

5

leave

5

Embraces subscription or opts out.

Evolve to ambassador or gets burnt out on coffee.

leave Apply to JU, or focuses on something new

blueprint, encounter map, appendix pg.48-54

28

03 ambassador attributes Ambassadors are loyal to the brand and promote Just Us in their local communities. They plant the seeds in the community and define fertile ground for Just Us to grow

29

entrepreneur

strategic

outgoing personality

You enjoy thinking outside the box and are always seeking out new opportunities.

You love putting your plans into action without hesitation.

You are a very approachable individual with the ability to relate to many people in a variety of different contexts.

connected You are consistently creating engaging content on your social media handles to share the empowerment that Just Us! provides to its customers.

marketing strategy Just Us! focuses on three significant tactics to attract its target audience: Social Media Strategy: The content that the Just Us! marketing team creates is on the same level as other major media outlets that their audience might consume content from. Just Us! content core can be summed up by saying: “Just Us! content core revolves around the intersection between their audience’s interest or coee, a greener earth, and a ast-paced liestyle with their product’s ability to keep people awake, give them energy, when and where they want.’’

Customers Have the Power (aka word of mouth): Just Us! Empowers the individual through our ambassador distribution system. We to the next level by producing a seamless community distribution center that provides benefits for the provider, retailer, and customer.

Sponsoring or creating events: Just Us! will prove its marketing prowess by taking their product and associating it with things their audience loves by sponsoring or creating events or them.

marketing strategy

, appendix pg.56

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03 marketing strategy

PROMOTIONAL ACTIVITIES Just Us! is an offering on the idea of providing a more convenient utlity service that anyone can access at any time. Our point of sale system network and a subscription account, there are no limitations to where this offering can be applied to. The business is likely to expand into five main areas.

vendor tent at concert People are invited to sign-up and receive a sticker with an NFC chip inside that is good for a free cup of coffee at participating locations

partner with acadia university, nova scotia

Offering coffee during finals week as an incentive to sign-up

partner with hydroflask To create a limited edition (reusable) Just Us! cup

31

visiting vendor at wholefoods Offering bands where people can taste coffee and take home sign-sheets with instructions about how to join

athlete ambassador on social media Creating endorsement/promotion campaigns with a sign-up link to create an account

03 corporate strategy

why: the philosophy that defines what we Fueling aspirations through coffee worth caring about

who: our team

People collaborating to integrate fair trade and sustainable practices into more accessible areas that commonly work towards a shared goal

what: our approach

One easily accessible and sustainable service based on a subscription model that allows cafes and customers to improve the everyday coffee experience

attributes: defining characteristics

- Physical collaboration - Self & community improvement

- Customer and cafĂŠ centric - Adaptive to the wants & desires - Customers & cafes hold the responsibility

proof: the reasons to believe - Innovative spout technology and app - Convenience at any accessible location

- People and planet before profit

- Empowerment to choose and create sustainable relationships - Evolve and expand society

stakeholders

, appendix pg.55

32

03 expected outcomes (3 YEAR ESTIMATE)

200 NEW SUBSCRIBERS

$600,000

PROFIT FROM 10% PERCENT OF COFFEE SALES IN FIRST 3 YEARS

$86,400.00

SUBSCRIPTION PROFIT IF SIGN-UP IS $12 PER SUBSCRIPTION 33

5

INITIAL SERVICE COST BROKE EVEN IN

MONTHS

$2,900,726.00

TOTAL PROFITS MADE IN THE FIRST 3 YEARS These proямБts are in house for the Just Us! brand itself, not a cafe.

USER SPENDS 90% LESS TIME STANDING IN LINE

CAFES SAVE AN AVERAGE OF 500$ A MONTH IN CARD TRANSACTIONS

outcomes to expand

expanding into new markets with the same technology The same innovative spout technology that enables members to take only what they need, also allows Just Us to explore new markets by merging with existing suppliers and cafes without forcing customers to change before they are ready. If a community embraces these values, there is no added waste at the fault of Just Us! Resulting in an increase in profits, and a dramatic reduction in disposable cups and time spent in line.

financial statements, appendix pg.#

34 29

cost structure

When building out the cost structure to implement our new service, we broke our expenses down into 4 main categories. The mobile app development/ management costs, coffee meter spout integration, coffee band development and distribution, our employees/retailers, and Mobile App Costs/Management

cost of integration Cost of production for each spout attachment:$63.00 Cost of maintenance for one month: $23.00. One year, 276$ Cost of integration: $100.00 35

total for one location for one year $439.00 total for 3 years maintenance: $828

03 conclusion

Just Us! is the first ever community powered coffee utility service. We stand for justice, putting the customer first.

We focus on providing an experience that is transparent from seed to cup. Our customers are able to get coffee anywhere or anytime and pay at the end of the month just like a water or electric bill. This service is innovative and viable, delivering a new service package that seamlessly fits the existing company with a financial plan that proves its market potential.

29 36

thank you

Appendix

Current Revenue Sales

39

Secondary Research

41-42

Existing Stakeholders Positioning Map

Value Proposition Canvas

Value Proposition Canvas+ Business Model Canvas Business Model Canvas Service Package Blueprint

Encounter Map Stakeholders

Marketing Strategy Works Cited

40 43 44 45 46 47

48-52 53-54 55 56 57

38

$3,175,668

$2,697,310

$2,103,721

$1,668,953

$1,447,486

$ 986,304

current revenue sales

2012 2013 2014 2015 2016 2017

39

DIGNITY

EMPOWERMENT AUTONOMY

FAIRNESS Just Us is continuously successful in finding new business opportunities while remaining true to fair trade and organic models. A substantial portion of their revenue came from wholesaling to large retail stores like Atlantic Superstore and Sobeys.

Just Us Currently has six retail locations. Including, cafes, health food stores, universities, churches, and a webstore. Just Us! provides retailers with a higher margin than other coffee because of the price premium for organic fair trade, superior quality coffee & the brand had enormous brand recognition and loyalty in Nova Scotia.

existing stakeholders

WHOLESALERS

ROASTERS OFFICES

HEALTH FOOD STORES

SUPERMARKETS

CUSTOMER CAFES

UNIVERSITIES

CHURCHES

FARMERS

DISTRIBUTORS

40

secondary research

s u cc e s s f u l s u b s cr i p t i o n m o d e ls

Sustainable growth requires customer

loyalty, and that never happens randomly.

It takes a combination of practices --

using NP scores and other means -- to

predict where your customers’ attention will be in the future.

Tomorrow-casting calls for marketing

leaders, using research and data, to find

indications that people are shifting in the way they see the world. After identifying those upcoming shifts, companies can prepare to meet the future needs of current consumers.

To create a profitable, revenue-generating subscription model, businesses must

focus on making their offering unique

amongst an increasingly crowded market place.

Flexibility, customers do not want to feel they are tied in, this can be avoided by making it easy to cancel the service or pause or skip a delivery The relationship with customers must be

Aligning with the core consumer demands of convenience and value is crucial. Give a sense of trust: loyalty, giving away information rewarded through value, services, and experiences

nurtured through a thorough understanding of the consumer.

Building a community around the product or service is also beneficial.

Creating a club atmosphere, with a strong social media presence can differentiate the brand

s ustainable d e s ig n

41

creating the subscription

negatives w i t h s u b s cr i p t i o n s

Develop Customer Relationships: customers remain customers for

months at a time so relationships are formed and businesses have the Wanting to Quit: When you want to quit a subscription it is too difficult

and this is frustrating, people like to be able to quit a subscription online, not being able to cancel a subscription online is a hug issue that will damage a company

Unfamiliar with the Service: Some shoppers are not familiar with the subscription-based service and membership process and as a result they are unsatisfied with their experience

Consumers are afraid of Contracts: many customers don’t like the

idea of being charged every month for something because they don’t want to waste their money on it if they aren’t using the service

Maintaining Value is Key: losing subscribers is the biggest challenge.

Subscription services must focus on maintaining the value of their box or

opportunity to really get to know and understand their customer base

Determining which vendors and products are most popular and valued by your customers can be easily evaluated since you are receiving monthly feedback on your inventory selection

Customers have the potential to be excited and surprised by what they receive every month and then they are more inclined to share on their social media platforms

Predictable Revenue: you are billed on a recurring basis and receive your products at the same time every month, once a customer signs

up that revenue can be projected for months, it is easier to determine what revenue ranges will be on a month-to-month basis when you know what percent of your customers base will stay on board

else customers will start fading out. It is important to impress customers

and “wow” them into signing up for another month- customers easily get bored of subscription services if the gifts become repetitive

p o s i t iv e s w i t h s u b s cr i p t i o n s 42

positioning map

sustainable competitors

direct competitors

Roasting Coffee Beans

Gas Stations

indirect competitors 43

convenient competitors

Value Model valueProposition proposition canvas proposition Valuevalue Proposition VALUE PROP

customer profile

Customer Profile CUSTOMER SEGMENTS

PRODUCTS & SERVICES coffee, teas, sugars

cafes retail fair trade education

website

industry news provider distribution service

subscription service

coffee shops

catering service

wholesalers

opportunity for growth

local distribution hubs

web/mobile support

customer participation

community hubs

proximity

recieve subsription benefits

easily accessible

supporting a cause

wholesale

coffee, teas, sugars

clear subscription instructions

different types of subscription services

local coffee community

product

prove loyalty to fair trade

distribution support

access to resources

CUSTOMER JOBS

involvement

education

solidarity/ reliant source common interest and to buy products support

environmentaly friendly products

making a difference

PAINS call to action

personalization

confusion reliable information

benefits of cup to cup service knowledge and awareness

PAIN RELIEVERS

coffee rosting education

potential opportunities

GAINS

GAIN CREATORS farmers

existing

lonely amoung peers

variety of info

scale

wrong info

high quality product

Customers are trying to accomplish everyday jobs. They use coffee as a supporter to their daily activities. Customers who want to bring Just Us coffee to a new location pursue the task of bringing Just Us into contact with their destination of choice. Customers use this service for the shared goal of bringing coffee to a more convenient and accessible location.

Customers are trying to accomplish everyday jobs. They use coffee a supporter to their daily activities. Customers who want to bring Just Us coffee to a new location pursue the task of bringing Just Us into contact with their destination of choice. Customers use this service for the shared goal of bringing coffee to a more convenient and accessible location.

late order

sizable variety

price

subscription service may errors not fit needs

When mapping our value proposition, we examined the bundle of services and products that address our end user and primary customer’s basic needs. The value proposition is built from creating value that benefits and attracts customers and fitting it to a set of customer characteristics that we assume, observe, and verify amongst the market. The value map describes the features of a specific value proposition in our business model that are structured and detailed to break down the products and services within the business. The value map breaks down the products and services into the potential opportunities and existing ones. The opportunities and solutions that we determined act as pain relievers for assistance in alleviating our customer’s issues and average pains. By distinguishing between essential pain relievers and those that are nice to have, we enabled our customers with solutions that assisted them in the completion of jobs. Identifying areas that produce relevant outcomes and benefits for the customer and developing gain creators can help our customers obtain their expected, required, desired, and unexpected outcomes.

44

value proposition canvas applied to business model canvas The value proposition and the business model work to create a shared language of value creation in our organization. We use them to continuously invent and improve value propositions that meet customer profiles which is an iterative process that continuously evolves. First, we will invent the new value proposition that people want and value within the business model. Then we will improve upon it by managing its status, measuring its worth, renewing existing value propositions and business models.

KEY PARTNERS

GAINS

GAIN CREATORS farmers

PRODUCTS & SERVICES coffee, teas, sugars

cafes retail fair trade education

website

industry news provider distribution service

subscription service

coffee shops

catering service

wholesalers

opportunity for growth

local distribution hubs

web/mobile support

customer participation

community hubs

recieve subsription benefits

easily accessible

supporting a cause

wholesale

coffee, teas, sugars

proximity

knowledge and awareness

local coffee community

PAIN RELIEVERS

coffee rosting education

clear subscription instructions

different types of subscription services

call to action personalization

distribution support

access to resources

CUSTOMER JOBS

involvement

lonely amoung peers

variety of info

scale

wrong info

late order

sizable variety

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product

prove loyalty to fair trade

education

solidarity/ common interest and support

reliant source to buy products

environmentaly friendly products

making a difference

high quality product

PAINS

confusion reliable information

benefits of cup to cup service

price

subscription service may errors not fit needs

business model canvas JUST US KEY PARTNERS - Farmers/ growers -Retailers/Cafes - Wholesalers - GEPA B Fair Handlehaus (World’s Largest FTO) - JUFTIC (Just Us Fair Trade Org.) - CEDIF ( Community Economic Investment Fund) - Bank of Nova Scotia - Ambassadors

COFFEE ROASTERS

KEY ACTIVITIES

RELATIONSHIPS

SEGMENTS

- Supply chain GMT. - Retail - Wholesale - Sustainable practices - Convienience

- Social Awareness - Empowerment - Ease of Access - Non-Invasive - Beneficial Prices

- Coffee Brewers

VALUE PROPOSITION:

fueling aspirations with coffee worth caring about

- Community Hubs - Wholesalers

- Common Grounds

- Nomadic Coffee Drinkers - Ambassadors

- Fair Trade Community

KEY RESOURCES

CHANNELS

- Point of Sales

- Website

- Mobile App

- Community Hubs

- Word of Mouth

- Subscription

- Social Media

- IT and App Management Specialists - Proprietary Spout and Band

COST STRUCTURE

REVENUE STREAMS

- Import/ Export costs

- Container costs

- Coffee

- Wholesalers

- Roastery Maintenance

- Retail Sales

- App Maintenance

-Web Sales

- Spout Maintenance

- Subscriptions

- Specialist Employees

- Merchandise

Our business model was generated in order to map how our service creates, delivers, and captures value. Through the nine building blocks we show how our service intends to generate revenue with the exchange of value. By utilizing resources and performing key activities we address customer needs and alleviate problems that Just Us customers experience while using a coffee service.

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service package The service package model is described as a package or bundle of different services, tangibles and intangibles, which together form the total service concept.

The service offering is divided into three categories: the core service, the facilitating services, and the enabling services. The enhancing services do not facilitate how the service functions, but are used to increase the value and differentiate the service from the market.

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blueprint The blueprint that we created is a tool to help us plan and provide guidance to how the service is provided. Specifically, the blueprint covers the physical evidence, staff actions, and support systems that stand as the infrastructure to the service. The channels that go across the blueprint are the areas in which the customer and the managing team at Just Us come into contact with the service itself.

Our blueprint is a comprehensive overview that explains the service in each of the stages and it explains the possible pain points, incentives. and strategies to solve pain points.

KEY PAIN POINTS INCENTIVE ATTRIBUTES STRATEGY TO SOLVE PAIN POINTS

AWARE

UNDS

Infrequent/indifferent coffee drinkers will look for incentives to try(pay more and/or subscribe)

e

ance

Daily drinkers commited to coffee, but not it’s origin.

Motivated by greater convenience and lower price.

JOIN Create account. Prepay or subscribe.

Request a band at particpating cafes, receive as gift, order online.

Credits require band purchase, free with subscription.

Subscription requires Banking and contact info

USE Go to coffee station.

Scan sensor on nozzle.

DEVELOP Increases coffee intake, cafe visits, community,

LEAVE Embraces subscription or opts out all together.

KEY PAIN POINTS INCENTIVE ATTRIBUTES

STRATEGY TO SOLVE PAIN POI

Pour coffee to desired amount.

Seamless transaction.

Aquires preference for blends or thirst for something different.

Expands community or feels less reason to interact.

Becomes ambassador or gets burnt out on coffee.

MASTER BLUEPRINT

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blueprint: user’s actions Line of Interaction

AWARE

-Irregular patron -Price is primary -Convenience seeker -Indifferent to Fair trade

NOMAD

-Fair trade pioneer -Wants products to enhance convenience -Loyal to self, not what's popular

AMBASSADOR

-Brand buyer -Locally and socially active -Promoter/Influencer -Knowledgeable -Take on responsibility

CHANNALES

FACE TO FACE

PAIN POINTS

Infrequent/indifferent coffee drinkers will look for incentives to try(pay more and/or subscribe)

Daily drinkers commited to coffee, but not it’s origin.

Motivated by greater convenience and lower price.

Assess the service offering and brand image to determine how their involvement will be beneficial to them beyond coffee.

Subscribtion model is appealing and shows that it is fair priced Word of mouth sparks curiosity and is assessed in accordance with the messenger’s credibility.

Create account. Prepay or subscribe.

Request a band at particpating cafes, receive as gift, order online.

Credits require band purchase, free with subscription.

STRATEGY TO SOLVE PAIN POINTS

Request coffee and branding bundle to demo. Connects to social media channel.

Talk to cashier. Purchase or collect pass.

PRINT

A brand bundle is provided to assisst and assess the brand language that best fits the environment.

Use info to find cafe, website, or app

WEB

Provides information, coffee, merchandise, and business news and details how the service interaction happens.

Create an account and add money or enter banking info.

Download. Create an account and add money or enter banking info. Enable GPS and invite connections.

MOBILE

Go to coffee station.

Scan sensor on nozzle.

DEVELOP

LEAVE

KEY

Increases coffee intake, cafe visits, community,

Embraces subscription or opts out all together.

Aquires preference for blends or thirst for something different.

Expands community or feels less reason to interact.

Becomes ambassador or gets burnt out on coffee.

Monitors market. Promotes new locations. Energy affected by others. Demo resupplies.

Discounts offered. Direct support line.

Expands area, applies to JU, or focuses on something new

Pour coffee to desired amount.

Seamless transaction.

Subscription requires Banking and contact info

INCENTIVE ATTRIBUTES

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USE

USER ’ S ACTIONS

COMMON GROUNDS

KEY

JOIN

Demos JU at new locations.

Advises and shares social media and print ads.

Talk to whomever or no one

Cafe has a loaner cup that they can give to customers who leave their cup. There is a door sensor Use info to find cafe, website, or that tells the cafe if the app customer leaves with the cup and their status

Seeing the total amount you pay at the end of the month makes Remove paid friendship stigma. the user want to go cafe-less Becomes more eco-friendly and more educated on fair trade

Loses incentive to go to specialty cafes or socialize

Tailor fit ads. Attract ambassadors.

Develop merchandise.

Feels branding is less genuine/repetitive and intended to benefit service more than customers

Create an account and add money or enter banking info.

Centralize data. Big picture of offering, branding, and education.

Point of Contact for expansion

Impersonal. Difficult to manage.

Incorrect/contradictory.

Associated soley with payment.

Find closest and cheapest coffee, invite friends, monitor account

Personalize data. Localize offering and branding.

Learns locations. Social offering ineffective. Resents becoming price-driven instead of experience

M B

customer segments: our users

common grounds

nomads

ambassadors

Irregular patron

Fair trade pioneer

Brand buyer

Price is primary

Flexible with price

Locally and socially active

Convenience seeker

Opt for products that enhance convenience

Promoter/Influencer

Indifferent to Fair trade

Loyal to self, not what’s popular

Knowledgeable Take on responsibility

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-Fair trade pioneer -Wants products to enhance convenience -Loyal to self, not what's popular

coffee, but not it’s origin.

Motivated by greater convenience and lower price.

the service offering and AMBASSADOR blueprint : channelsAssess brand image to determine how

Interaction

-Brand buyer -Locally and socially active -Promoter/Influencer -Knowledgeable -Take responsibility Line of on Interaction

their involvement will be beneficial to them beyond coffee.

Request coffee and branding bundle to demo. Connects to social media channel.

JOIN

AWARE

Demos JU at new locations.

Advises and shares social media and print ads.

USE

or gets burnt out on coffee.

Monitors market. Promotes new locations. Energy affected by others. Demo resupplies.

Discounts offered. Direct support line.

Expands area, applies to JU, or focuses on something new

DEVELOP

LEAVE

USER ’ S ACTIONS

CHANNALES

COMMON GROUNDS -IrregularTO patron FACE FACE -Price is primary -Convenience seeker -Indifferent to Fair trade

NOMAD -Fair trade pioneer PRINT

-Wants products to enhance convenience -Loyal to self, not what's popular

AMBASSADOR -Brand buyer WEB

-Locally and socially active -Promoter/Influencer -Knowledgeable -Take on responsibility

Infrequent/indifferent coffee drinkers will look for incentives Word of mouth sparks curiosity to try(pay moreinand/or and is assessed accordance subscribe) with the messenger’s credibility.

Daily drinkers commited to A brandbut bundle is provided coffee, not it’s origin. to assisst and by assess the brand Motivated greater language thatand best fits the convenience lower price. environment.

Assess the service offering and brand image to determine how Provides information, coffee, their involvement will be merchandise, and business beneficial to themhow beyond news and details the coffee.

MOBILE FACE TO FACE

Create account. Prepay or subscribe.

Talk to cashier. Purchase or

collect pass.

Request a band at particpating cafes, receive as gift, order online.

Go to coffee station.

Talk to whomever or no one Scan sensor on nozzle.

Pour coffee to desired amount.

Word of mouth sparks curiosity and is assessed in accordance with the messenger’s credibility.

Increases coffee intake, cafe visits, community, Remove paid friendship stigma.

Embraces subscription orLoses incentive to go to specialty opts out together. cafes or all socialize

Aquires preference for blends or Tailorfor fit something ads. Attractdifferent. ambassadors. thirst Developcommunity merchandise.

Expands or feels less reason to interact.

Becomes ambassador Feels branding is less or genuine/repetitive and intended gets burnt out on coffee. to benefit service more than customers

Becomes more eco-friendly and more educated on fair trade

Credits require band purchase, free with subscription.

Use info to find cafe, website, or app Subscription requires Banking

Seamless transaction.

Request coffee and branding bundle an to demo.

Connects Create account and addto social media channel. money or enter banking info.

Demos JU at new locations.

Advises andaccount shares and social media Create an add money and print ads. or enter banking info.

Monitors market. Promotes new locations. affected byof CentralizeEnergy data. Big picture others.

Demo resupplies. offering, branding, and education.

Discounts offered.

Direct support Point of Contact for expansion line.

Expands area, applies to JU, or Impersonal. Difficult to manage. focuses on something new Incorrect/contradictory.

Download. Create an account Talk to cashier. or and add moneyPurchase or enter banking collect pass. info. Enable GPS and invite

Find closest and cheapest coffee, Talk tofriends, whomever or noaccount one invite monitor

Personalize data. Localize offering Remove paid friendship stigma. and branding.

Becomes more eco-friendly and more educated on fair trade

Learns locations. Social offering Loses incentive to go becoming to specialty ineffective.

Resents cafes or socialize price-driven instead of experience

Use info to find cafe, website, or app

and contact info

service interaction happens.

CHANNALES

f Visibility

Subscription requires Banking and contact info

thirst for something different.

Expands community or feels less reason to interact.

connections.

Associated soley with payment.

LOCATION PRINT

Familiar settings and resources A brand bundle is provided to managed by partner. Limited assisst and assess the brand help with service. Mostly a fuel language that best fits the station. Meets with ambassador environment. and asses the potential of the service offering.

Visit and observe Use info to find cafe, website, or app

Free to relax or leave as you Use info to find cafe, website, or please app

Adopts system. Integrates coffee Tailor fit drip. ads. Attract beyond Expandsambassadors. credit Develop merchandise. system.

Too much responsibility.

Feels branding is less Technical/ supply issues. genuine/repetitive andofferings. intended Competes with other to benefit servicetouch. more than Loses personal customers

WEB

Provides information, coffee, merchandise, and business news and details how the service happens. to Provideinteraction further information inquiries, encouragement to join,

Create an account and add money or enter banking info.

Create an account and add money or enter banking info.

Guide through process. Answers questions. Assure transparency

Create encouragement for intended use. Suggest updates

Centralize data. Big picture of offering, branding, and education.

Point of Contact for expansion Translate use and feedback into service offering. Build trust.

Impersonal. Difficult to manage.

Incorrect/contradictory.

Associated soley with payment.

51 BACKSTAGE PROCESSES

CUSTOMER SERVICES

Unsubscribe immediately. Pay back credits. Prove banking

BL KEY

PA

IN

ST

MA BL

Visit and observe

AWARE

JOIN

COMMON GROUNDS CUSTOMER -Irregular patron SERVICES

Infrequent/indifferent coffee drinkers will look for incentives Provide further information to to try(payencouragement more and/or to join, inquiries, subscribe) and internal feedback to improve. Analyze ambassadors.

Create account. Prepay or subscribe.

Guide through process. Answers

Go to coffee station.

Create encouragement for Scan sensor onSuggest nozzle. updates intended use. to address feedback. Use tech Pour to desired amount. datacoffee to ideate.

NOMAD -Fair trade pioneer TECH DEPARTMENT

Daily drinkers commited to Maintain coffee, butapps not & it’swebsite. origin.

Communicate with POS & sensor Motivated by greater partners. Evolve convenience and interfaces lower price. through feedback

Credits require band purchase, free with subscription.

Add account to database.

Register sensor code to account Subscription requires Banking if mailing direct.

Verify and contact info functionality.

Seamless transaction.

AMBASSADOR

Assess the service offering and brand image to determine how their involvement will bepilot.

Be agile with supplying beneficial to them beyond coffee.

Build connections to partner and

Request coffee and branding bundle to demo. Connects to social media channel.

Supply sensors to cafes and individuals if needed. Stock particpating locations and ambassadors.

Demos JU at new locations.

Advises and shares social media and printto ads.

Prepare restock.

Cocreate effective Word of mouth sparks curiosity communication, note pain and is assessed in accordance points, prepare product, manage with the messenger’s credibility. questions & complaints.

Register sensor to account Talk to cashier. Purchase or on-site collect pass.

Brew coffee. Display branding.

Talk to whomever no one Inform customers.orRefer issues to JU customer service.

A brand bundle is provided to

Use info to find cafe, website, or app

Create an account and add money or enter banking info.

blueprint: backstage processes Line of Interaction Line of Visibility

Free to relax or leave as you please

Familiar settings and resources managed by partner. Limited help with service. Mostly a fuel station. Meets with ambassador and asses the potential of the service offering.

LOCATION

USE

Adopts system. Integrates coffee beyond drip. Expands credit system.

DEVELOP

Too much responsibility.

Technical/ supply issues.

Competes with other offerings.

Loses personal touch.

LEAVE

USER ’ S ACTIONS

BACKSTAGE PROCESSES

-Price is primary -Convenience seeker -Indifferent to Fair trade

-Wants products to enhance convenience -Loyal to self, not what's popular

-Brand buyer -Locally and socially active DISTRIBUTION -Promoter/Influencer -Knowledgeable -Take on responsibility

CHANNALES

CAFE FACE TO FACE

PRINT

strategically expand coverage and products.

Don’t know much assisst andhow assess theproduct brand you will needs thefits location language thatfor best the

questions. Assure transparency Request a band at particpating and autonomy. cafes, receive as gift, order online.

Increases coffee intake, cafe visits, community, Translate use and feedback into service offering. Build trust.

Improve response and resolution practices.

Embraces subscription or Unsubscribe immediately. Pay opts all together. backout credits.

Prove banking deactivated. Genuine attempt to define issue. Translate into update if trend.

Aquires preference for blends or Organize data to optomize thirst for something different. system and package or offering.

Expands community feels less Partner with/ educate local tech reason to interact. service. Evaluate tech investments for projected growth an maintenance.

Monitors market. Promotes new locations. Energy affected by others.

Demo resupplies.

Monitor location usage. Learn Discounts offered.

Directlines. support from local distribution line.

Source new suppliers. Propose

Becomes ambassador Remove account if zeroed. or Evaluate System gets burntfor outtrend. on coffee. update as needed.

Increase efficiency. Reduce CC Remove paid slow friendship fees. Report times,stigma. price Becomes more eco-friendly changes, blend preferences,and more educated oneffectiveness, fair trade trends, ad/brand

Contact customer service if Loses incentive to go toReport specialty resolution requested. cafes or socialize observed/spoken reason.

Use info to find cafe, website, or app

Tailor fit ads. Attract ambassadors.

Develop merchandise.

Feels branding is less genuine/repetitive and intended to benefit service more than customers

Create an account and add money or enter banking info.

Centralize data. Big picture of offering, branding, and education.

To avoid burn out create debit Point of Contact for expansion revision (direct)

Impersonal. Difficult to manage.

Incorrect/contradictory.

Associated soley with payment.

Ensure locations and pricing are accurate. Track usage and fees.

PAIN POINTS

WEB INCENTIVE ATTRIBUTES

STRATEGY TO SOLVE PAIN POINTS

Provides information, coffee, merchandise, and business news and details how the service interaction happens.

ate for trend. Assess viability.

roasteries and methods of improving freshness.

POS & Sensor issues

Storage challenges environment.

KEY

Expands area, applies to JU, or focuses something newEvaluReduce on supply as needed.

Show the bill when customer leaves “Happy Hour” and low alert

MOBILE

Download. Create an account and add money or enter banking info. Enable GPS and invite

Find closest and cheapest coffee, invite friends, monitor account

Personalize data. Localize offering and branding.

Learns locations. Social offering ineffective. Resents becoming price-driven instead of experience

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encounter map

AVE

USE

LE

DEVELOP

Continue on the path of continuing service journey

AW

ARE

ST AR T

JO

53

IN

Decide to leave the service and end subscription

1. aware Become Aware of the service through several different channels The user segments will assess the service offering and will be motivated by different assets before they decide to join or not

4. develop Develop your experience with the service offering by increasing visits to various coffee shops and joining the Just Us community

2. join Prompted to create a subscription account on the Just Us Website

Request a band that will act as their form of payment that they can attach to their coffee mug

Prices become lower the as the user neighborhood base grows Users acquire a new behavior of bringing their reusable cup anywhere they go

The ambassador monitors the market and grows their network while asking more coffee shops to join the service

Connect to social media channels

3. use Use the App to find where the coffee machines are located

Go into the coffee shop and skip the line to go to the drip coffee machine

5. leave Leave the service which is a decision that has multiple reasonings such as getting burnt out on coffee or wanting to focus on something new

Scan coffee mug using the Just Us band

Receive confirmation that the sale has been preformed The ambassadors will perform tutorials for the coffee shop and new users that have just began using the service

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stakeholders The stakeholders involved in the augmented service define the corporate strategy. As a business the stakeholders that will market our brand are the ambassadors and the cafes that act as the local community hubs.

The backstage stakeholders are important in inensuring that our product matches the market strategy. We rely on the backstage stakeholders for distribution of coffee and upkeep of all technological assets.

WHOLESALE DISTRIBUTORS

ROASTERS AMBASSADORS

BUSINESS OWNER

COMMUNITY HUBS

SUPERMARKETS

CAFES

CUSTOMER

UNIVERSITIES

HEALTH FOOD STORES

OFFICES CHURCHES

FARMERS

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WHOLESALER INSTITUTIONS

marketing strategy When developing a go to market strategy for our Just Us augmented service offering we focused on potential strategic opportunities that would best provide marketing awareness while also considering feasibility and customer desires. By creating these promotional opportunities to gain customer participation it allows Just Us to reach a higher number of users which benefits and enables the market to grow.

These incentives not only educate people about Just Us and give them an opportunity to sign up, but they aid in the development of a user to provider relationship based on an exchange of shared value. In each of the promotional incentives we are attempting to motivate our end users to initiate signing up for a Just Us subscription. For those end users that feel a certain dedication to fair trade and the service offering that Just Us provides, the goal for them is to become an ambassador to the brand so they can grow the business in their own community. With these incentives, we are also offering benefits that will spread knowledge and awareness about sustainable practices and fair trade which affect our service offering directly.

promotional incentive

end user

cafes

channel

how

- trial subscription for a period - website/ social media of time - pop-up sites - free Just Us thermos - local cafes

- digital promotion - service bundle package - references from ambassadors

- trial with the spout technology - customer support

- references from ambassadors - service bundle package

- website/ social media - physical environment

city

- customer and cafe led - physical enviornment - advertising campaigns activities - pop-up sites in local places - social media

- signage - promotions led by customers, ambassadors and cafes

social

- links to website incentivizing - social media platforms - website subscriptions - app - promotions for activities

- marketing and advertising

media

Our marketing strategy scenarios depict a basic overview of the process and the relationship that is generated through a shared value exchange between Just Us and local customers and cafes. Just Us provides incentives that facilitate the understanding of our service and the key activities involved.

They also facilitate a platform for cafes and customers alike to start developing a relationship that can be fostered through Just Us’s service offering.

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works cited “Alternative Trade Organizations and the Fair Trade Movement.” Fair World Project, fairworldproject.org/ voices-of-fair-trade/alternative-trade-organizations-and-the-fair-trade-movement/.

“Social Innovation Dictionary - Fair Trade.” PACO Design Collaborative, www.pacollaborative.com/ fairtrade/.

“Find and Shop Fair Trade Certified Products.” Fair Trade Certified, www.fairtradecertified.org/products.

Schlossberg, Mallory. “This Unique Business Model Is Taking over Retail - and Customers Are Saying They Hate It.” Business Insider, Business Insider, 17 Jan. 2016, www.businessinsider.com/subscriptioncompanies-run-into-problems-2016-1 Ludin, Josh, et al. “The Pros and Cons of Running a Subscription Service.” Bplans Blog, Bplans Blog, 12 May 2017, articles.bplans.com/the-pros-and-cons-of-running-a-subscription-service/.

“Make Money Online - Various Techniques Discussed.” Never Job Hunt, neverjobhunt.com/.

“Content Marketing.” Wikipedia, Wikimedia Foundation, 28 May 2018, en.wikipedia.org/wiki/Content_ marketing.

Smith, Benjamin. “A New Business Model for the Web? The Subscription Wars Are Here.” Observer, Observer, 24 Nov. 2015, observer.com/2015/11/a-new-business-model-for-the-web-the-subscriptionwars-are-here/. https://hbswk.hbs.edu/item/whats-the-future-of-the-subscription-model Boumphrey, Sarah. “Winning in the Subscription Economy.” Market Research Blog, blog. marketresearch.com/winning-in-the-subscription-economy.

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