Ariana

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The Seeing Stars ~ Lounge & Cafe

  • Astrology-themed cannabis dispensary, lounge & cafe
  • Wellness blends & baked goods at cafe, adaptogenic blends, cafe split menu (sativa: stimulants like coffee; indica: herbal teas)
  • Hosting astrology, tarot, wellness/spiritual events
  • Worker-owned co-op
  • Hiring people who were previously incarcerated for cannabis-related crimes prior to legalization
  • Portland, OR


Week 6

Develop Your Value Proposition Canvas

  • Who is your customer?
    • Young urban professionals age 21-35

Customer example:

    • 25
    • Portland metro area
    • Bachelors degree
    • 30k+/year
    • They live with roommates who don’t like smoking and don’t want smoking in the house so they need a safe environment to relax and find a like-minded community
  • What jobs does your customer need to complete?
    • Relieve stress
    • Community
    • If they buy a product at a regular dispensary they may not have a place to use it
  • What “pains” does your customer have?
    • Shame/have to hide it at home
    • Risk getting in trouble with police or getting kicked out of your apartment/house
    • People who don’t drink/feel comfortable hanging out in bars
  • What gains would your customer desire?
    • fostering a sense of community (spiritual/new age events & pop-ups)
    • a safe & fun place to consume product bought from the dispensary
    • increased sense of wellbeing
    • convenient & could save money through things like joint + snack deals
  • What product or service do you plan to offer?
    • variety of joints, organic flower, some edibles
    • regular cafe food & baked goods & drinks (Wellness blends, adaptogenic blends)
    • provide a place to purchase product and smoke, get food and a drink, enjoy a lounge space
    • spiritual/new age community events
    • gives tourists a place as well
  • What pain relievers will your product/service offer?
    • offering a welcoming community in a public space to dispel shame
    • a space place that is legal where there is no risk of getting fined or kicked out of your housing
    • an alternative to bars as a drinking-based social environment
  • What gains will your product/service create?
    • a fun, safe, social, accepting and open community of like-minded people provides an increased sense of wellbeing
    • convenience factor of having all of these services offered in one spot


Define Your Business and Impact Assumptions

  • target customer:

21-35

  • problem my customer wants to solve:

no place to purchase & consume cannabis safely & legally, let alone a place to get food & beverage very conveniently at the same time

  • my customer’s needs can be solved with:

a legal cannabis cafe/lounge

  • my customer can’t solve this today because:

no cafe/lounges exist yet in oregon

  • the measurable change my customer wants to achieve:

having a physical public location to smoke without having to worry about getting fined or coming into conflict with other people

  • primary customer acquisition:

social media marketing, local papers, advertising in partnered dispensaries

  • earliest adopter will be:

cannabis enthusiasts

  • make money by:

direct in-house sales of cannabis products, branded merchandise, food & drink; membership/subscription for customer loyalty discounts and exclusive offers; event fees

  • primary competition will be:

potentially others who will be doing the same cannabis cafe/lounge model

  • beat my competitors with:

a superior space & experience, offer good combo deals, excellent customer service
Jamesmulligan (talk) 14:42, 3 April 2019 (UTC)What about the astrological and holistic aspect of this venture? That seems to be the quality that set you apart from a typical cannabis club.

  • biggest risk to financial viability:

inexperience with the food industry & cannabis industry

  • biggest risk to achieving impact:

poor marketing strategy leading to not enough exposure/visibility in the marketplace

  • assumptions if proven wrong would cause this business to fail:

that there isn’t a market for this

The Business Model Canvas

  • key partners: organic cannabis producer, coffee producer, food
  • key activities: branding the business, identifying and hiring the right employees, training the staff, developing good relationships with key partners, securing necessary resources
  • key resources: capital, equipment for a full kitchen and coffee shop, cannabis, coffee, and food producers, a space to rent, licensing,
  • value propositions: cafe experience, place to hang out w friends, quality food, coffee, and cannabis
  • customer relationships: good customer service, open communication between customers and employees to help educate, support, and consult on how to use the product
  • channels: physical channel, reach our customers through social media & word of mouth
  • customer segments: 21-35, portland metro area
  • cost structure: rent of the shop, beverage of food purchase, marketing, equipment (i.e. coffee machine, lighters), branding costs, staff salaries
  • revenue streams: membership/subscription for customer loyalty discounts and exclusive offers, in-house sales of cannabis products, branded merchandise, food&drink, event fees


Research Links


Week 7

if we offer a loyalty rewards program then 25% more customers will become repeat customers

if we build out a cool, inviting space then 500 customers will want to spend their time there

if we offer combination deals for cafe drinks/food & cannabis products then 25% more customers will be enticed to consume both services rather than just one


who do you want to learn from?

- average customers

- contractors & interior designers

- environmental specialist?

- cannabis industry insiders

what do you want to learn?

- what the capacity should be, the flow of the space, seating, most functional and stylistic use of the space, how to build an aspirational space, what type of spacial designs are most inviting/people respond best to

- what kind of air purification/filtration system do we need for legal requirements?

- what types of drink/food/cannabis combinations would people enjoy the most?

- what kind of discounts and rewards would customers find most valuable and would make them want to join the loyalty program?

how will you get to them?

- look at our own connections in our network

- reach out to people via DMs for those in the cannabis industry

- cold calls

—————————————————————————————


who is my target customer?

- cannabis enthusiasts

do i know anyone who fits this category?

- yes

who do i know that could introduce me to someone new?

- friends

who will i approach first?

- friends

who might be my early adopters?

- cannabis influencers

do i know anyone who fits this category?

- not personally

who do i know that could introduce me to someone new?

- instagram

who will i approach first?

- @ladiesofparadise

who might be my critical stakeholders?

- cannabis producers

- Tea Bar

- Smalltime Roasters

- food partners

- contractors/interior designers

do i know anyone who fits this category?

- yes

who do i know that could introduce me to someone new?

- instagram - social network

who will i approach first?

- Smalltime Roasters

————————————————


1. How much would you want to pay for a loyalty membership? What offers would you like to see included in that membership?

2. What kind of food & beverages would you most enjoy pairing with cannabis?

3. What is most important to you when you are choosing a cafe to hang out in? What qualities about these spaces have you found to feel most inviting?

4. What would your biggest concerns be about being a customer at a weed lounge/cafe?

5. What events would you like to see offered?

6. What is your favorite method of smoking?

7. What neighborhoods do you like hanging out in the best?

8. How much do you spend on cannabis a month?

9. How much do you spend on coffee/tea/cafe food a month?

10. How do you decide which brand of cannabis to buy from?

———————————————

a. my hypothesis

if we offer a loyalty rewards program then 25% more of our instagram followers will become repeat customers

b. a feature that could capture that hypothesis (what could i build or do?)

promote on social media (instagram) and educate the consumer about the perks

c. the question i need to answer:

did our posts work? did it convert them into loyalty members?

d. the experiment i will run:

build up the hype by teasing the launch of the loyalty program, then creating a cute and colorful on-brand instagram story & post about the loyalty program at its launch date

e. what success will look like: (what are my pass/fail metrics)

how many people clicked through the link signed up? what was the conversion rate?


———————————————


a. my hypothesis

if we build out a cool, inviting space then 500 customers will want to spend their time there

b. a feature that could capture that hypothesis (what could i build or do?)

have the space built

c. the question i need to answer:

how many customers dine & smoke-in?

d. the experiment i will run:

create an aspirational space striking the right balance between comfortable but not too comfortable where people linger too much. count the number of dine/smoke-in customers vs. take-away.

e. what success will look like: (what are my pass/fail metrics)

reach 500 within a month

————————————————


a. my hypothesis

if we offer combination deals for cafe drinks/food & cannabis products then 25% more customers will be enticed to consume both services rather than just one

b. a feature that could capture that hypothesis (what could i build or do?)

offer three different combo options: beverage & cannabis, food & cannabis, beverage & food & cannabis

c. the question i need to answer:

is this a more effective way of getting our customers to consume all of the products we offer at once?

d. the experiment i will run:

offer & promote the combination deals. compare numbers between first month without combination deals and next month with combination deals: how many people purchased cannabis & cafe item(s) vs. just one? then, how many people purchased a combination deal vs. just one product?

e. what success will look like: (what are my pass/fail metrics)

25% more customers purchased more than one product after introducing combination deals.

—————————————————————

MVP Design

my key features to test:

- promote on social media (instagram) and educate the consumer about the perks

- have the space built

- offer three different combo options: beverage & cannabis, food & cannabis, beverage & food & cannabis