Keep your ear to the ground(s)

In June 2017, Yehia was deep in the process of building a comprehensive growth plan for 2018 when he messaged me on Slack.

“Mike, I need your help to build out our segmentation. I have an idea”

Yehia had reached out to his friend Sahar from Neilsen consumer research and explained our situation. She offered to assist us in designing sweeping quantitative and qualitative customer surveys (Shout out to Sahar).

And so it began:

This is what we did:

Step 1: Shotgun. We began with 5 broad focus groups:

The insights gathered through the focus groups would be instrumental in helping us design the quantitative survey. We designed a list of questions with Sahar’s guidance, gathered the participants at our office, and over the course of approximately 2 hours of each session, we probed. What are your coffee consumption preferences, what are your purchasing behaviours, what equipment do you use to brew coffee at home?

Step 2: Laser. We then conducted 25 individual qualitative interviews

Focus groups are ideally done in person, in a group setting. Organizing 5 focus groups was a feat. But once we defined the line of questioning, and understood what we needed to ask in more granular detail, we could deploy a neatly framed qualitative interview with individuals over the phone, and generate a larger sample group of qualitative data.

Step 3: Magnifying glass. We developed a 40 question comprehensive quantitative survey

This is where Sahar waved her magic wand. She took all of the qualitative data that we collected, and refined the questioning so we could extract even deeper insights.

Then we sent out the survey to an internal email list, and received 350 survey responses.

The data we collected has produced a comprehensive growth plan.

These insights are pivotal, and fundamental to the growth plan:

________

A. Our customers want Parachute Coffee more frequently:

67.5% want airdrops more than 2 times per month.

B. Our customers expect control over their subscription:

90% want to be able to easily manage and track subscription. This is key.

C. Our customers want to be rewarded:

77% want offers and personalization in their subscription.

D. And ultimately, our customers are willing to spend more:

60% spend more than $50 on coffee at home.

_________

We’re responding:

We’ve raised 250k in pre-seed funding, and we’re building the solution that our customers are asking for.

Stay tuned.

Learn more and join us at www.parachutecoffeetakeoff.com