Have A Nice Day Coffee - Goated Guild Business Audit
Introduction
This business audit is conducted by Goated Guild (goatedguild.com), a community of expert product marketers and developers who specialize in providing in-depth business audits. A Goated Guild business audit offers a comprehensive analysis of your product's market positioning, competitive landscape, product functionality, and strategic growth opportunities. If you're interested in getting a business audit for your company, you can learn more and purchase one here.
Overview
Have A Nice Day Coffee (H.A.N.D.) is a coffee company that focuses on delivering cold brew and espresso to bars and restaurants, capitalizing on the growing trend of espresso martinis. H.A.N.D. supplies venues with espresso martini machines that drastically reduce service time from 3 minutes to 15 seconds. This audit analyzes the current product offering, branding, and business strategy, with suggestions for growth in both wholesale and consumer packaged goods (CPG) markets.
1. Brand Strategy
Current Brand Assessment: The existing brand identity for H.A.N.D. is playful, but it does not fully embody the “Have A Nice Day” ethos. The logo featuring a monkey on a bike, while charming, lacks direct relevance to the core mission. The brand has great potential to embody positivity, creating delightful customer interactions throughout the entire journey—from branding to product experience.
Recommendations:
Brand Messaging: Shift the brand to focus more deeply on the “Have A Nice Day” theme. Incorporate small moments of joy into customer interactions, from packaging to social media, encouraging positive emotions with every touchpoint.
Logo Update: Consider reimagining the logo. A simple, memorable smiley face would better align with the brand’s core message of bringing joy and positive experiences. Use an agency like this to reimagine what it looks like.
Delightful Customer Experience: Inject fun surprises into packaging, social posts, and communications, ensuring a brand experience that aligns with joy and positivity. Add quotes or fun messages on product labels to further connect with customers.
Inspiration from https://www.instagram.com/artofsucre/
2. Social Media Strategy
Current Approach: H.A.N.D. has an opportunity to create visually appealing, aspirational content that resonates with a broader audience, particularly by focusing on the growing trend of espresso martinis.
Recommendations:
Distribution: There are many NYC focused pages focused on NYC things to do, places to eat, funny things happening in the city, meme pages, that are paid or just looking for content (Explore NYC Free for example)
Content Style: Create serene, visual content that showcases the espresso martini experience in iconic and picturesque locations worldwide. The videos should evoke a sense of peace and sophistication, ending with the phrase “Have A Nice Day.”
Example Content: Silent 15-second clips of individuals enjoying an espresso martini or coffee in beautiful settings (e.g., a rooftop bar at sunset, a lake with birds chirping), with no background sound and a simple closing message.
Collaborate with Experts: Partner with content creators like Dashiel Barber, a consultant who specializes in crafting visually captivating narratives. His expertise in producing high-end, lifestyle-focused video content would be a perfect fit for creating brand-aligned pieces.
Content Types:
Espresso Martini Recipies
Close Up Martini Images
Face To Camera Cheers & H.A.N.D Call to Action
2 Second Reels “Send To A Friend Who Deserves A Nice Espresso Martini”
Reposts Of Fun DIY Espresso Related Content
Inspiration from http://instagram.com/cocktails
3. Operations & Distribution Strategy
Current Approach: H.A.N.D. delivers cold brew and espresso to bars and restaurants, but could streamline operations by focusing on core competencies and outsourcing certain logistics.
Recommendations:
Outsource Delivery: Focus on the product and customer experience by outsourcing delivery logistics to companies that specialize in this, allowing H.A.N.D. to allocate resources toward brand and customer experience enhancement.
Packaging and Supply Chain Engagement: Make the packaging experience delightful for everyone involved in the supply chain. Ensure that everyone from delivery personnel to bartenders has a positive experience interacting with H.A.N.D. products.
Streamline Ordering for Venues: Implement a recurring ordering system using Shopify, allowing vendors to save payment information and reorder on a clear, scheduled basis.
Inspiration from https://www.instagram.com/craftbysmokeandfire/
4. Product Lines & Expansion Strategy
Wholesale Expansion:
Goal: Expand the New York venue network to 50 bars and restaurants equipped with H.A.N.D. espresso martini machines, ensuring that these venues consistently order cold brew.
Capital Raise: Secure $200,000 in funding and a $100,000 credit line to scale operations and purchase additional espresso martini machines. Pitch before launching the cocktail club, use the trend to create urgency in investing early.
Network Creation: Focus on building a strong wholesale network to create a defensible moat when the cocktail club launches.
Cocktail Subscription Service:
H.A.N.D. Cocktail Club: Introduce an espresso martini subscription model. Charge $10 per month for five martinis, offering an exclusive membership for early adopters.
Pilot Program: Start with a 50-person pilot, using services like Superphone and Viral Loops to manage waitlists and referrals.
Viral Referral Campaign: Invite members to refer five friends to move up the waitlist. Use this campaign to drive early growth and engagement. Post to NY things to do pages and NY meme pages.
Brand It As A Secret: Make it a secret speakeasy type vibe, no website just word of mouth and social posts on other channels that mention it. Then after the buzz you can launch an app and let people really sign up.
Customer Windows for Venues: Develop a platform where venues can specify time windows for attracting new customers, helping them manage peak times and drive foot traffic during slow periods.
Redemption App: Create a consumer and venue app allowing customers to redeem free espresso martinis at participating venues. This could help drive repeat business while giving venues more control over customer influx. Start with sms and push people to one place per day.
Consumer Packaged Goods (CPG):
Canned Cold Brew: Launch a “Have A Nice Day” canned coffee product, focusing on joy-inspiring packaging.
Packaging Design: Create Instagram-worthy squat cans featuring a bold smiley face and vibrant colors. Add playful quotes on the bottom for additional charm. Follow this guy for packaging inspiration.
Social Media Campaign: Use engaging and visually appealing posts to generate excitement for the product. Use Viral Sweep to do incentivized giveaways with partner influencers, doing collaborative reels to get it in front of their audience.
Inspriation from https://www.instagram.com/nikki.sips/
5. Merchandising Strategy
Have A Nice Day Merch:
T-Shirts & Apparel: Design simple, joyful merchandise that encourages spreading the “Have A Nice Day” ethos. Use Fourthwall to setup and deliver merchandise at no cost.
Smiley Face Design: Create a custom H.A.N.D. smiley face logo that aligns with the overall brand message of positivity.
Messaging: Ensure all merchandise includes friendly, feel-good messaging that reflects the brand’s mission of spreading joy.
Sticker Campaign: Scatter H.A.N.D stickers all over New York, with a QR code leading to the instagram account. Can experiment and do a “Free Espresso Martinis” one with the phone number.
6. Focus
Current Approach: H.A.N.D. has previously focused on in-person activations, but for now, it might be better to refocus efforts on scaling the wholesale business.
Recommendations:
Pause In-Person Activations: Focus on wholesale growth to build a defensible business network. Revisit in-person activations once the wholesale business is more established.
Stop Co-Branded Initiatives: Not worth the effort and context switching
8. Growth Strategies
Wholesale-Led Growth:
Incentivize Venue Participation: Offer tiered pricing or promotional incentives to venues that consistently meet ordering minimums, encouraging repeat orders and long-term relationships.
Community-Led Growth:
Create an Espresso Martini Community: Launch the H.A.N.D Cocktail Club to build a loyal, engaged community around espresso martini culture. How can you give users a easily shareable moment? Can you send someone to the venue that you know will have the H.A.N.D folks and create a photo experience tableside? Key is to get users to share their experience so others feel the fomo and text in.
Analysis Summary
Have A Nice Day Coffee has a unique opportunity to grow in the booming espresso martini market. By refining its brand identity, optimizing operations, and focusing on both wholesale and CPG expansion, H.A.N.D. can build a scalable and defensible business. Working with experts for content creation and utilizing creative marketing strategies will further differentiate the brand and create lasting value in the competitive beverage industry.