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4th wave coffee x girlapproved

Girlapproved
Girlapproved

Girlapproved is pitching three starter projects to Starbucks to help them own the fourth wave of coffee and nourish customers' spirits: 1. Use Girlapproved's 96% method to compile growth concepts based on hidden customer tensions and needs, uncovering new opportunities. 2. Apply the 96% method to find the largest untapped growth opportunities in coffee to define the fourth wave and outline a roadmap for Starbucks to lead it. 3. Conduct a brand audit using the 96% method to diagnose any ideas that may be harming Starbucks' market share and relationships with customers.

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G I R L A P P R O V E D + S TA R B U C K S + C O F F E E OWNING THE 4 th GROWTH WAVE
What is the human spirit? What does it need to feel nourished and inspired? What role, if any, does the spirit have in the fourth wave of coffee? What exact roadmap and creative will guarantee Starbucks owns the fourth wave WE WANT TO HELP STARBUCKS SCIENTIFICALLY ANSWER THESE 4TH WAVE QUESTIONS
Girlapproveds extension to science provides the data/ metrics / models / methods to describe the missing 96%. Our correction accounts for the non- material and relational dimensions of nature, including intuition, spirit. This intelligence is key understanding living systems and gives brands the predictive and creative power to deterministically predict and control the next evolution of growth. The scientific paradigm that is driving growth and innovation today is rooted in a incomplete and inaccurate model of human experience. It provides less than 4% of available intelligence and can no longer drive economic and human progress. GETTING STARBUCKS THE ROADMAP TO EXPONENTIAL MARKET GROWTH Starbucks mission is to nourish and inspire the spirit If Starbucks is to deliver on its mission as well activate the fourth wave a coffee, a series of c r i t i c a l q u e s t i o n s a b o u t t h e s p i r i t , i n n o v a t i o n a n d e c o n o m i c g r o w t h . These question can not be answered using the existing paradigm of growth, i n n o v a t i o n , m a r k e t i n g a n d d e s i g n . Girlapproved invested twelve years inventing an scientifically advanced paradigm that can give brands the p r e d i c t i v e , s t r a t e g i c a n d t a c t i c a l intelligence needed to grow. O4% 96%
PLEASURE SOCIALCULTURAL ENVIRONMENT FUNCTIONAL TECHNOLOGY SELF DENTITYSELF EXPRESSION SPLAYING WORKING WHAT IS THE RELATIONSHIP BETWEEN COFFEE AND THE SPIRIT ?W h a t i s t h e o b j e c t i v e s c i e n t i f i c relationship between coffee and the spirit? What does the spirit need to be healthy, nourished and inspired? What is harmful to the human spirit? A n d w h a t e c o n o m i c a l l y p r o f i t a b l e r o l e c a n a c o ff e e b r a n d p l a y i n n o u r i s h i n g a n d s u p p o r t i n g t h e e v o l u t i o n o f t h e s p i r i t ? W e c a n provide rigorous accurate metrics a n d m o d e l s t o a n s w e r t h e s e g r o w t h f u e l i n g q u e s t i o n s - n e w intelligence that no other coffee brand has. HUMAN X COFFEE | THE INTERCONNECTED MODEL
HIDDEN TRUTHS HIDDEN NE EDS HIDDENMARKETSHIDDEN STANDARDSHIDDENMETRICS H IDDENGROWTH WHAT ARE THE BIGGEST GROWTH OPPORTUNITIES IN THE COFFEE CATEGORY? What role, if any, does the spirit have in the fourth wave of coffee? What are the largest untapped growth vectors? What roadmap will secure control of the fourth wave of coffee? We can help Starbucks not only feed the spirit but also locate and own the largest hidden markets in the coffee category, securing them the leader of the 4TH wave. HUMAN X COFFEE | HIDDEN DATA, HIDDEN GROWTH ?
"What are the most universal tensions and untapped, non- physical needs surrounding coffee and its shop, and what actionable strategies and creative will resolve these tensions and needs. We can help Starbucks not only feed the soul, but we can also give you optimized creative blueprints and growth codes to open up the 4th wave. WHAT SPECIFIC IDEAS WILL OPEN UP NEW SCALEABLE GROWTH? ACROSS THE BRAND? ? HUMAN X COFFEE | A RELATIONSHIP SYSTEM
There are only two ways for anything to to interact with the soul: it can either nourish and inspire it, orstarve, inhibit and injure it. Without proper metrics it is far too easy to drive decisions that in the 4% data paradigm look statistically valid butin reality destroy the bonds that built your relationships. To own the 4th wave we can give you the intelligence to prevent decline and prevent making decision that will harm you and your clientele. WHAT IDEAS AND STRATEGIES ARE CREATING HARM TO YOUR BRAND? ? HUMAN X COFFEE | PREVENTING TENSION, WASTE, LOSS
1. HIDDEN GROWTH SAMPLER Use our 96% method to compile a small collection ofactionable growth concepts that are based on hidden tensions and needs. Our method will uncover options not previously available when using only the 4% of conventional data science. 2. 4TH WAVE COFFEE Use our 96% method to uncover the largest untapped opportunities - the hidden tipping point that will define the next evolution of coffee- culture Find the most profitable universal tensions in the coffee category -true unmet needs - that will lead to actionable ideas mass-scale growth. Outline a scientific roadmap to own this growth. 4. SPIRIT CRUSHERS Conduct a 360-degree appraisal of the Starbucks brand, including any ideas in the pipeline, diagnose and explain any hidden any ideas that are harming your market share. THREE STARTER PROJECTS THAT WILL GET STARBUCKS ON ROUTE TO OWN THE 4th WAVE OF COFFEE G I R L A P P R O V E D I N C .
OUR HEARTFELT GIFT TO STARBUCKS.. Over the past month we have seen tactical and strategic changes in your store that cause us concern. We worry that the data that driving these decisions is inaccurate and will result in the opposite of your intention. We do not want Starbucks to feel like another soulless me too brand driven by sterile managment consultant mis-guided understanding of efficiencies. These brands are only capable of optimizing the superficial 4% of human experience, the purely physical material, at the cost of the 96% spiritual, social, humanistic. This concern was repeated when I visited the reserve i felt unwelcome, I felt like a misfit, I felt coffee illiterate and embarrassed that i wanted a latte. Since there was only one outlet in the entire place, I was anxious my laptop would die and end the meeting. Out of love, respect, and concern we have included a small analysis and education on the sensitive and logic of the spirit..
YOUR CHAIR SELECTION IS TELLING GUESTS THAT THEY ARENT WELCOME
MANUFACTURED TENSION + CHAIR CURATION Sure the chair looks hip, but comfort is paramount to a soulful coffee shop experience. People come to relax, sip and savor. If one is forced to balance precariously on a backless barstool that doesnt support the spine, If the hard wood puts painful pressure on the butt and spine, If the height of the stool cuts off leg circulation as children, and short adults legs dangle, than people feel stressed not relaxed What message is this furniture sending? stay a while? settle in, bring a book, some work, invite friends, your grandma? Settle in get a second cup? No, the very opposite. NO PAIN NO GAIN
WHEN YOU REMOVED THE POWER OUTLETS YOU BECAME A TAKE- OUT JOINT: WE NEED MORE LIFE-SUPPORT TO RELAX & HANG WITH YOU.
A primary reason people go to coffee shops is to plug in their phone and charge up for a while. This helps you too, since theyre more inclined to continue purchasing coffee and food when they have a reason to stay a while. Freelancers have also repurposed coffee shops as offices, requiring multiple outlets for phones and laptops. So why do your new stores not offer plug in stations? In this culture outlets are like toilets basic needs that requires repeated tending to throughout the day. If my battery is dying, and there is no charger or outlet in the space I can not relax and feel settled, and I certainly cant take a business meeting. . MANUFACTURED TENSION + NO PUBLIC ELECTRICITY Low battery? you should have thought of that prior to arrival
COMPLEX OPTIONS ARE MAKING US NORMAL COFFEE FOLK FEEL DUMB
HYPER-TECHNICAL MENU DESIGNED FOR EXPERTS No one likes to feel stupid, especially when their coffee was intended as fun distraction from the daily pressure. Unfortunately, thats the message your specialty coffee is sending. Youve intellectually priced people out of coffee or at least made it feel that way. If the jargon-filled menu requires one to know more about coffee than they already do, you no longer feel worthy of drinking your coffee. When classic, normal coffee options start to sound inferior - for coffee losers only - than you have made the coffee experience a rational intellectual elitist experience one,not a sensual, social, soul inspiring one. LATTES ARE FOR LOSERS
CELEBRITY-CHEF MENUS ARE PRICEY, HEADY AND TOO RISKY
PRETENTIOUS PRICEY FOOD OPTIONS Variety can excite the spirit for certain, but not at the cost of accessibility. The new costly high-brow food options alienate instead of inspire. When a curiously seasoned turkey sandwich will set you back $20, and a simple tea cookie - reimagined $7 it feels too costly and potentially food- wasteful to attempt the purchase. If you tuned down the snob factor and turned up the play you can radically alter the experience. EXOTIC OFFERS should be re- positioned as ADVENTURES into the unknown Start with small sample experiment plates, acknowledging that yes, the ingredients are unusual and length Try our WHO KNOWS sampler collection, might love it or hate it, nothing tried, nothing learned, nothing gained. WEALTHY EDGY PATRONS ONLY
SPIRIT NURTURING MUST BRANDS DO NO HARM EVEN TO GOOGLE -EYED CHIP BRANDS.
MANUFACTURED TENSION + SNACK BRAND TURNOVER For the past year you could walk into your shop and find these friendly fried friends, staring blissfully up at you from the chip basket. Now they are gone, Starbucks forced us to break up, without a warning, explanation or chance to say goodbye. It seems like such a small thing - after all its just some fried potatoes with a smattering of season..is it not? From a physical paradigm yes, but not spiritually.. Things -just like people - have very complex relationships that live in a sea of feeling Our relationship with a bag of potato chip can exhibit the same dynamics as a human. They offer safety, stability, joy,. When some one mistreats a friend, we can feel defensive, protective, angry, sad. WE MISS YOU TOO
MANUFACTURED TENSION + SNACK BRAND TURNOVER If you needed to switch up the chip offerings to save money by using your own brand, or for some other operational reason, then to maintain a relationship with us you could provide warning that a change was coming, And if you were forced to replaced the old with something why make it subpar . The packaging of the new Starbucks brand chips feels bland, soulless and disconnected compared to the upbeat innocently cheerful, fun bags of old. You replaced joy with monotony. It makes us think that you do care about the chips inside, and they will taste as forgettable as the bag. If I am gonna treat myself, i want it to feel special. meet me a mediocre chip bored with life
MANUFACTURED TENSION + SNACK BRAND TURNOVER Caring brand should also do no harm, so if you are going to switch up your products, you need to formalize the goodbyes. People are left to wonder about the last chip brand. The sudden replacement paints a negative image for Starbucks because you ousted the smaller, local, spirit-filled chip company without an explanation. It feels like you took advantage of their packaging for your own gain and, once you had used them as you needed, you dropped them. Honesty and transparency are crucial to the soul, let us know what is happening and it will keep people from feeling like you are not a massive cold holding company that is only self interested. SEE YOU NEVER
G I R L A P P R O V E D I N C . T E A C H I N G B R A N D S H O W T O B E O F S E R V I C E T O H U M A N I T Y

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4th wave coffee x girlapproved

  • 1. G I R L A P P R O V E D + S TA R B U C K S + C O F F E E OWNING THE 4 th GROWTH WAVE
  • 2. What is the human spirit? What does it need to feel nourished and inspired? What role, if any, does the spirit have in the fourth wave of coffee? What exact roadmap and creative will guarantee Starbucks owns the fourth wave WE WANT TO HELP STARBUCKS SCIENTIFICALLY ANSWER THESE 4TH WAVE QUESTIONS
  • 3. Girlapproveds extension to science provides the data/ metrics / models / methods to describe the missing 96%. Our correction accounts for the non- material and relational dimensions of nature, including intuition, spirit. This intelligence is key understanding living systems and gives brands the predictive and creative power to deterministically predict and control the next evolution of growth. The scientific paradigm that is driving growth and innovation today is rooted in a incomplete and inaccurate model of human experience. It provides less than 4% of available intelligence and can no longer drive economic and human progress. GETTING STARBUCKS THE ROADMAP TO EXPONENTIAL MARKET GROWTH Starbucks mission is to nourish and inspire the spirit If Starbucks is to deliver on its mission as well activate the fourth wave a coffee, a series of c r i t i c a l q u e s t i o n s a b o u t t h e s p i r i t , i n n o v a t i o n a n d e c o n o m i c g r o w t h . These question can not be answered using the existing paradigm of growth, i n n o v a t i o n , m a r k e t i n g a n d d e s i g n . Girlapproved invested twelve years inventing an scientifically advanced paradigm that can give brands the p r e d i c t i v e , s t r a t e g i c a n d t a c t i c a l intelligence needed to grow. O4% 96%
  • 4. PLEASURE SOCIALCULTURAL ENVIRONMENT FUNCTIONAL TECHNOLOGY SELF DENTITYSELF EXPRESSION SPLAYING WORKING WHAT IS THE RELATIONSHIP BETWEEN COFFEE AND THE SPIRIT ?W h a t i s t h e o b j e c t i v e s c i e n t i f i c relationship between coffee and the spirit? What does the spirit need to be healthy, nourished and inspired? What is harmful to the human spirit? A n d w h a t e c o n o m i c a l l y p r o f i t a b l e r o l e c a n a c o ff e e b r a n d p l a y i n n o u r i s h i n g a n d s u p p o r t i n g t h e e v o l u t i o n o f t h e s p i r i t ? W e c a n provide rigorous accurate metrics a n d m o d e l s t o a n s w e r t h e s e g r o w t h f u e l i n g q u e s t i o n s - n e w intelligence that no other coffee brand has. HUMAN X COFFEE | THE INTERCONNECTED MODEL
  • 5. HIDDEN TRUTHS HIDDEN NE EDS HIDDENMARKETSHIDDEN STANDARDSHIDDENMETRICS H IDDENGROWTH WHAT ARE THE BIGGEST GROWTH OPPORTUNITIES IN THE COFFEE CATEGORY? What role, if any, does the spirit have in the fourth wave of coffee? What are the largest untapped growth vectors? What roadmap will secure control of the fourth wave of coffee? We can help Starbucks not only feed the spirit but also locate and own the largest hidden markets in the coffee category, securing them the leader of the 4TH wave. HUMAN X COFFEE | HIDDEN DATA, HIDDEN GROWTH ?
  • 6. "What are the most universal tensions and untapped, non- physical needs surrounding coffee and its shop, and what actionable strategies and creative will resolve these tensions and needs. We can help Starbucks not only feed the soul, but we can also give you optimized creative blueprints and growth codes to open up the 4th wave. WHAT SPECIFIC IDEAS WILL OPEN UP NEW SCALEABLE GROWTH? ACROSS THE BRAND? ? HUMAN X COFFEE | A RELATIONSHIP SYSTEM
  • 7. There are only two ways for anything to to interact with the soul: it can either nourish and inspire it, orstarve, inhibit and injure it. Without proper metrics it is far too easy to drive decisions that in the 4% data paradigm look statistically valid butin reality destroy the bonds that built your relationships. To own the 4th wave we can give you the intelligence to prevent decline and prevent making decision that will harm you and your clientele. WHAT IDEAS AND STRATEGIES ARE CREATING HARM TO YOUR BRAND? ? HUMAN X COFFEE | PREVENTING TENSION, WASTE, LOSS
  • 8. 1. HIDDEN GROWTH SAMPLER Use our 96% method to compile a small collection ofactionable growth concepts that are based on hidden tensions and needs. Our method will uncover options not previously available when using only the 4% of conventional data science. 2. 4TH WAVE COFFEE Use our 96% method to uncover the largest untapped opportunities - the hidden tipping point that will define the next evolution of coffee- culture Find the most profitable universal tensions in the coffee category -true unmet needs - that will lead to actionable ideas mass-scale growth. Outline a scientific roadmap to own this growth. 4. SPIRIT CRUSHERS Conduct a 360-degree appraisal of the Starbucks brand, including any ideas in the pipeline, diagnose and explain any hidden any ideas that are harming your market share. THREE STARTER PROJECTS THAT WILL GET STARBUCKS ON ROUTE TO OWN THE 4th WAVE OF COFFEE G I R L A P P R O V E D I N C .
  • 9. OUR HEARTFELT GIFT TO STARBUCKS.. Over the past month we have seen tactical and strategic changes in your store that cause us concern. We worry that the data that driving these decisions is inaccurate and will result in the opposite of your intention. We do not want Starbucks to feel like another soulless me too brand driven by sterile managment consultant mis-guided understanding of efficiencies. These brands are only capable of optimizing the superficial 4% of human experience, the purely physical material, at the cost of the 96% spiritual, social, humanistic. This concern was repeated when I visited the reserve i felt unwelcome, I felt like a misfit, I felt coffee illiterate and embarrassed that i wanted a latte. Since there was only one outlet in the entire place, I was anxious my laptop would die and end the meeting. Out of love, respect, and concern we have included a small analysis and education on the sensitive and logic of the spirit..
  • 10. YOUR CHAIR SELECTION IS TELLING GUESTS THAT THEY ARENT WELCOME
  • 11. MANUFACTURED TENSION + CHAIR CURATION Sure the chair looks hip, but comfort is paramount to a soulful coffee shop experience. People come to relax, sip and savor. If one is forced to balance precariously on a backless barstool that doesnt support the spine, If the hard wood puts painful pressure on the butt and spine, If the height of the stool cuts off leg circulation as children, and short adults legs dangle, than people feel stressed not relaxed What message is this furniture sending? stay a while? settle in, bring a book, some work, invite friends, your grandma? Settle in get a second cup? No, the very opposite. NO PAIN NO GAIN
  • 12. WHEN YOU REMOVED THE POWER OUTLETS YOU BECAME A TAKE- OUT JOINT: WE NEED MORE LIFE-SUPPORT TO RELAX & HANG WITH YOU.
  • 13. A primary reason people go to coffee shops is to plug in their phone and charge up for a while. This helps you too, since theyre more inclined to continue purchasing coffee and food when they have a reason to stay a while. Freelancers have also repurposed coffee shops as offices, requiring multiple outlets for phones and laptops. So why do your new stores not offer plug in stations? In this culture outlets are like toilets basic needs that requires repeated tending to throughout the day. If my battery is dying, and there is no charger or outlet in the space I can not relax and feel settled, and I certainly cant take a business meeting. . MANUFACTURED TENSION + NO PUBLIC ELECTRICITY Low battery? you should have thought of that prior to arrival
  • 14. COMPLEX OPTIONS ARE MAKING US NORMAL COFFEE FOLK FEEL DUMB
  • 15. HYPER-TECHNICAL MENU DESIGNED FOR EXPERTS No one likes to feel stupid, especially when their coffee was intended as fun distraction from the daily pressure. Unfortunately, thats the message your specialty coffee is sending. Youve intellectually priced people out of coffee or at least made it feel that way. If the jargon-filled menu requires one to know more about coffee than they already do, you no longer feel worthy of drinking your coffee. When classic, normal coffee options start to sound inferior - for coffee losers only - than you have made the coffee experience a rational intellectual elitist experience one,not a sensual, social, soul inspiring one. LATTES ARE FOR LOSERS
  • 17. PRETENTIOUS PRICEY FOOD OPTIONS Variety can excite the spirit for certain, but not at the cost of accessibility. The new costly high-brow food options alienate instead of inspire. When a curiously seasoned turkey sandwich will set you back $20, and a simple tea cookie - reimagined $7 it feels too costly and potentially food- wasteful to attempt the purchase. If you tuned down the snob factor and turned up the play you can radically alter the experience. EXOTIC OFFERS should be re- positioned as ADVENTURES into the unknown Start with small sample experiment plates, acknowledging that yes, the ingredients are unusual and length Try our WHO KNOWS sampler collection, might love it or hate it, nothing tried, nothing learned, nothing gained. WEALTHY EDGY PATRONS ONLY
  • 18. SPIRIT NURTURING MUST BRANDS DO NO HARM EVEN TO GOOGLE -EYED CHIP BRANDS.
  • 19. MANUFACTURED TENSION + SNACK BRAND TURNOVER For the past year you could walk into your shop and find these friendly fried friends, staring blissfully up at you from the chip basket. Now they are gone, Starbucks forced us to break up, without a warning, explanation or chance to say goodbye. It seems like such a small thing - after all its just some fried potatoes with a smattering of season..is it not? From a physical paradigm yes, but not spiritually.. Things -just like people - have very complex relationships that live in a sea of feeling Our relationship with a bag of potato chip can exhibit the same dynamics as a human. They offer safety, stability, joy,. When some one mistreats a friend, we can feel defensive, protective, angry, sad. WE MISS YOU TOO
  • 20. MANUFACTURED TENSION + SNACK BRAND TURNOVER If you needed to switch up the chip offerings to save money by using your own brand, or for some other operational reason, then to maintain a relationship with us you could provide warning that a change was coming, And if you were forced to replaced the old with something why make it subpar . The packaging of the new Starbucks brand chips feels bland, soulless and disconnected compared to the upbeat innocently cheerful, fun bags of old. You replaced joy with monotony. It makes us think that you do care about the chips inside, and they will taste as forgettable as the bag. If I am gonna treat myself, i want it to feel special. meet me a mediocre chip bored with life
  • 21. MANUFACTURED TENSION + SNACK BRAND TURNOVER Caring brand should also do no harm, so if you are going to switch up your products, you need to formalize the goodbyes. People are left to wonder about the last chip brand. The sudden replacement paints a negative image for Starbucks because you ousted the smaller, local, spirit-filled chip company without an explanation. It feels like you took advantage of their packaging for your own gain and, once you had used them as you needed, you dropped them. Honesty and transparency are crucial to the soul, let us know what is happening and it will keep people from feeling like you are not a massive cold holding company that is only self interested. SEE YOU NEVER
  • 22. G I R L A P P R O V E D I N C . T E A C H I N G B R A N D S H O W T O B E O F S E R V I C E T O H U M A N I T Y