User Matrix

1
(No Transcript)
2
USERS
High Emotion
High Effort
Low Effort
Joe Banker
Low Emotion
3
INSIGHTS
Personal
Useful
Burden-Free
4
(No Transcript)
5
(DRINK)RED
6
THE EXPERIENCE
7
BUSINESS MODEL
Java Cards Sold in Traditional Outlets
Java Cards Sold in Card Stores
Conservative 1.4 million 10,300
lives Optimistic 20 of Starbucks Gift Cards
are (RED) and 1.0 APS in Hallmark 10.2 million
72,900 lives
Volume
Volume

• 20,000,000 gift cards sold annually
• 2 of gift cards are (RED)

• 20,000 retailers participating
• 0.3 (RED) cards sold per store per week

400,000 (RED) Java Cards sold
312,000 (RED) Java Cards sold
Profit
Profit

• Revenue
• 8.00 Java Card cost to consumer
• 5 lost or stolen
• Expenses
• 5.00 Java Card carried value
• 45 gross profit
• 50 profit sharing

• Revenue
• 8.00 Java Card cost to consumer
• 5 lost or stolen
• Expenses
• 5.00 Java Card carried value
• 45 gross profit
• 50 profit sharing

2.02 profit to (RED) per Java Card
2.02 profit to (RED) per Java Card
810,000 profit 5,800 lives
632,000 profit 4,500 lives
8
BRAND FIT
The AIDS issue is one that is very, very close
to us and we're very connected to it.
already work with Africa, East Africa, and
African growersgood alignment
9
(No Transcript)
10
(No Transcript)
11
APPENDIX

• Other Considerations
• User Experience Test
• Financial Model

12
OTHER CONSIDERATIONS

• Cannibalization
• I like the concept of a sleeve that you can
  redeem for a coffee drink. Its totally
  different, not like a gift card.
• Portability
• I immediately tried to put the sleeve in my
  wallet...however, the odd size of the sleeve made
  it impossible to keep in my wallet without the
  end sticking out which I didnt likeit was just
  one more thing to add to my messy purse.
• It was okay to carry it aroundits small and
  lightweight, but I carried it specifically en
  route to Starbucks.  I would be unlikely to carry
  it around with me in my pocket given its size,
  and I dont have a purse.

13
USER EXPERIENCE TEST

• Receiving the Java Card as a gift
• The real incentive to me would be the free
  beverage and not the permanent sleeve
  especially since the sleeve prototypes that I
  used werent of the quality where I would bring
  them with me to use each time I went to
  Starbucks.  Part of it is doing good, but it was
  unclear how the system worked and how either I
  was helping the charity (or the person giving me
  the gift was).

14
USER EXPERIENCE TEST

• Receiving the Java Card as a gift
• I like the red envelope that the gift came in
  (it would be really cool if it came in a
  distressed red envelope). Its not every day
  that I get a red envelope in my mailbox and it
  would be exciting to receive one in the mail at
  home.
• I also enjoyed the personalized note on of one
  of the sleeves. It was nice to get a kind note
  from Kate. I also like that the note is written
  in Kates handwriting it is a nice touch.
• I didnt really identify with the part of the
  gift that goes towards fighting AIDS in Africa.
  While I support the fight against AIDS, I dont
  understand the work that is being done in Africa
  by the proceeds from product red (it would be
  cool to have a website address where I could
  learn more information).

15
USER EXPERIENCE TEST

• In store experience
• Its a bit of a hassle to use the perma-sleeve
  rather than the throw away sleeve, because the
  barista normally puts that on the cup for you, so
  you have to remove it and give it back (or throw
  it away as I did) and replace it with the sleeve.
   I was also asked many questions by the local
  baristas. It was kind of cool/novel though the
  red stands out quite well (particularly the
  non-velcro one), but they dont seem premium or
  interesting enough for me to want to use them as
  a quasi-fashion accessory.

16
USER EXPERIENCE TEST

• Giving the Java card to someone else
• I would consider giving it as a gift to someone.
  However, since it seems like I can only give
  someone a single coffee drink by purchasing the
  sleeve I would not get it for someone as a big
  gift. It would have to be a little something
  gift.
• I really like the design of the gift and its
  cool that parts of the proceeds go towards
  fighting AIDS in Africa. However, I think I
  would feel uncomfortable giving this gift to
  someone I dont know well because I dont know
  how they would react to getting a gift that
  supports the fight against AIDS in Africa. I
  guess there is a part of me that would feel like
  Im forcing the person to support the cause of
  the product.

17
FINANCIAL MODEL
Conservative
Optimistic
18
FINANCIAL MODEL