“Okay, here’s what I’ve done.” Jo shared her notes with her friends.
Early this morning, she’d reviewed other crowdsourcing campaigns in her industry. She looked at what was popular, what flopped, and why. She’d made notes on pricing tiers, stretch goals, and fulfillment timelines. Now she wanted to hear what they thought.
“You did all this?” Junie asked. When Jo nodded, she added, “It’s impressive.”
“I got interested, so I decided not to wait on Rocky,” Jo said. “My questions are about branded merchandise. What should I offer beyond the coffee itself? I’m thinking about what would entice people.”
Jo knew this was Junie’s expertise. She’d built Crown Island Princess from a small gift shop in the Majestic into an online brand by sourcing and designing custom products.
“Mugs are obvious, but they have to be good quality and a little different,” Junie said. “A large ceramic size that people would reach for every morning. With your logo, of course. You can buy those in small quantities, but you don’t have to place an order until the campaign funds and closes.”
“This is good,” Jo said, making notes. Her spirits lifted at the ideas. “What else?”
Junie ticked off items on her fingers. “Tumblers for iced coffee. An apron, maybe, in your red-and-white striped theme. I think a nice tote bag for shopping trips would be popular. A sturdy canvas type that people could take to the farmers market.”
“Could you help me find suppliers?” Jo asked.
“Absolutely. I have contacts for all that. They can provide samples before the campaign ends. Oh, and make a note about lead times. You’ll need to know that in advance.”
Jo did. “This is exactly what I need.”
Maileah joined the conversation. “Are you planning to sell your coffee anywhere other than Cuppa Jo’s?”
Jo nodded. “I thought it could do well in specialty grocery stores, but Rocky found that I’d need funds for shelf samples and store promotions. That was the original plan before my manufacturer fell through.”
“He’s probably right,” Maileah said, putting her phone down. “I don’t want to burst your bubble, but grocery is tough. The shelf space is competitive, margins are thin, and buyers at those stores are flooded with pitches from brands with big ad budgets. It’s not impossible to get in, but it’s a long game. Better to wait until they come to you.”
Jo suspected as much, but hearing it again from Maileah, who understood marketing better than anyone she knew, made her reconsider.
“So what would you recommend?” Jo asked.
“Start where you’re strong,” Maileah said. “That’s what you’re doing. Every customer who drinks your coffee is a potential retail buyer. Sell the bags at the counter for souvenirs and gift-giving, take orders on your website, and build your mailing list. Once you have volume and a track record, the grocery buyers will come to you.”
“You might even decide against that, or only sell wholesale,” Junie said. “Being exclusive has many advantages.”
This was more modest than Jo’s original vision, but it was also realistic. In the long run, Jo realized it would likely be more profitable and easier to manage.
“I also think you need an official launch,” Maileah said with a broad smile. “Not just a campaign page. An event that you can splash all over social media. Send samples to influencers or invite them to a party. Your Friday nights at Cuppa Jo’s are the best party in town.”
“Maybe a coffee tasting,” Jo said, envisioning this. “We could set up stations for each blend, pair them with Dulcie’s cookies, and have Adrian bring in another musician.”
“Now you’re talking,” Maileah said, grinning. “We can create a good visual area for photos and video. I think I know where. So be prepared to do video interviews.”
“You can also invite the local press, food bloggers, and the wealthy summer crowd,” Junie added. “I can design event cards for you to pass out to customers. I can just imagine Cuppa Jo’s taking over the coffee world.”
“There’s still a lot of work to do,” Jo said. “I know this is just the beginning.”
“The product is the hardest part,” Junie said. “You’ve already done it. I think a launch party would be fun.”
“I’d love your help.” Jo bit her lip. “But you should know my budget is slim, and I can’t pay you very much for all this.”
Junie and Maileah looked at each other and burst out laughing.
“We couldn’t charge you,” Maileah said. “Besides, this is our idea of fun.”
“We want to see you succeed,” Junie added. “We know what you’ve gone through to get to this point.”
They chatted a little more. Maileah told them how busy she was fielding offers from surfboard companies, apparel brands, and a sports drink company that wanted Sailor’s face on their bottles. She also planned to go with Sailor to the championship surfing competitions.
