SPT or Jounalism? : coffee shop industry

For previous two posts, I strongly claimed that STP strategy is still best for new products.

However, Brand Journalism sometimes better than STP, especially for existing strong brand.

 

By the way, I woke up Sunday morning, and checked YouTube. One of my favorite program was renewed. It is “Tiger of Money,” the old Japanese TV program.

The content is that one new entrepreneur presents his idea to five investors.

Have you head of this program, right? YEAH, it is “Shark Tank.”

 

“Tiger of Money” was held by Japanese TV programmer, and that company sold this program to the U.S. company, which is now “Shark Tank” here the United States.

 

I found the interesting one about the targeting of Coffee shop industry.

Unfortunately, this is all in Japanese, so that I am going to summarize in English.

 

Targeting among coffee shop

This Entrepreneur was trying to open new concept coffee store. Each customer can enjoy coffee and fishing in the store. They can do fishing of golden fish with modern Japanese atmosphere.

This guy appeals that he just introduces modern relaxed Japanese taste, and any customers can enjoy once they accept it.

Contrary to his statement, one of the investor said that every single business should have its own target. Yes, it is true for most of the industries, as I claimed always.

 

However, the other investor asserted that especially for coffee store industry, it is nonsense to push its own targeting. coffee store industry is much more on vague, so that the only thing entrepreneur or owner can do is just show his concept, and customer would accept or enjoy his concept.

 

This story reminds me of McDonalds theory of brand journalism.

If you regard McDonalds as just general food chain, you might compare it to other food restaurant. However, if you want to enjoy the atmosphere or being in McDonalds, you don’t have to be targeted by. Just you want to have experiences at McDonalds.

 

My Story of Coffee Shop

Actually, I do not go to starbucks or McDonalds so much if I want to enjoy its tastes.

I really hate those customers honestly.

Instead, when I was in Japan, I often went to classical piano coffee shop.

There were not so much of customers, so that I could enjoy by myself, and also I could practice my piano. Sometime people came the coffee shop just to listen my performance.

That store did not target anyone, and if I open coffee shop in the futhre, I won't do targeting.