Ghottos (enjoying coffee, not the usual cafe way)

Analogical Rational

What kind of understanding you desire? Click one of the two buttons.

A close existing (and analogical) model could be…

But with a palpably richer

experience.

Model Similarity• You choose the

ingredients of your sandwich from the baskets visibly arranged in front of you

• You choose the ingredients (coffee flavors + sugar + drops of water) of your coffee from the baskets visibly arranged in front of you

Model Dissimilarity• Service guy/girl

arranges the sandwich based on your choices, packs and offers a ready to eat sandwich.

• You stir the ingredients (powder+sugar+few drops of water) into a thick paste (which will take a few - 3 to 5 - mins) before the service guy/girl pours the necessary milk/water to make it a full cup of coffee, ready to drink. The ingredients are dry pre-mixed standard sachets.

hand-stirred, soul-stirring coffee

Because…• If you’ve ever stirred your coffee

with your own hands, you would know that the motion of stirring coffee in a china mug is addictive and fun, and that it really fills you with the aroma of coffee before tasting even a drop of your coffee.

Because…• And this coffee

that comes out of your stirringfeels so rich on the palate,so natural,so right,and so satisfying (coz of the li’l work it made you do),that you forget all the machine-made coffees you’ve had in your life.

Because…• It’s easy to get addicted

when the stirring spoonhits the walls of china mugand makes musicout of some irregular but pleasant sounds

Go ToRational

Done with Analogical?

Rationalizing the concept…

A significant counter-trend in the making…

• Anti-electronic• Anti-industrial• Mechanical tinkering• Anti-cubicle• Physical movement oriented• Indifference to sweating (even appreciating)• Experience driven

Philosophically

Moving is living.

But…

experiencing ‘moving’ has many addictive forms.

Two ends of the continuum of experiencing moving…

Experiencing moving by…Moving one’s own self

Watching others/other objects move

Within the two ends of experiencing ‘moving’…

Watching others/ other objects move

Moving one’s own self

Interesting

Uninteresting

Watching movies

Hauling loads

Mountain climbing

Typing

Yoga

Graphic designing

Waiting

Cooking

Cooking

CartooningPainting

Gymming

Marathon running

Commuting by car

Long-distance driving

Walking

Sitting & chatting in a

cafe Watching TV

Grocery shopping

A more involving place to experience coffee and have all the fun that one

has in a café.

The joy of stirring-brewing your coffee with your own hands.

From the hindi word, ‘ghotna’, used while making hand stirred-brewed coffee at home. Specifically refers to the process of stirring the coffee powder with sugar

in a few drops of water and converting it into a thick paste.

When stirred with milk, this paste returns a rich tasting and naturally frothy cup of coffee.

hand-stirred, soul-stirring coffee

What exactly happens at Ghottos?

• You choose the ingredients (coffee flavors + sugar + drops of water) of your coffee from the baskets visibly arranged in front of you.

• You stir the ingredients into a thick paste (which will take a few - 3 to 5 - mins) before the service guy/girl pours the necessary milk/water to make it a full cup of coffee, ready to drink. The ingredients are dry pre-mixed standard sachets.

How does it compare to current coffee shops?

Typically• Machine-brewed coffee.• Baristas need to be trained in coffee-

making.• Retailing of packed coffee and

merchandize.• Typically a ‘modern western’

experience of coffee.• Fast-food available.• Sitting space available.

• Hand stirred-brewed coffee. Therefore, no machines required.

• Baristas needn’t know intricate coffee-making.

• Retailing of coffee-flavors and other ingredients (except water or milk) pre-mixed and stocked in sachet forms.

• ‘Rustic arty’ experience of coffee. Art accessories – pencils, colors, and pads for doddling – available.

• Fast-food available but based on recipes that match with the coffee experience.

• Sitting space available.

Business Model Advantages

• Ghottos invests significantly lesser in coffee machines, interior decoration and barista training.

• Rides on a more involving (yet not inconvenient) process of experiencing coffee.

• Rides on ‘art’ doodled by visitors and patrons. Can auction/sell the same through online channels. Could result in brand-stickiness for connoisseurs.

• Retailing coffee products is easier because coffee flavors would be available in sachet forms at nominal prices. Frequency of movement on retail side could be similar to typical FMCG.

Go ToAnalogical

Done with Rational?