Kape Maria

KAPE MARIA

October 17, 2013Bahay ng Alumni, University of the Philippines

Quezon City, Philippines

Discover the Philippines in every cup!Julia Sevilla

Philippine Coffee Industry

• Filipinos consume $600 million worth of coffee a year. This is expected to grow to $830 million in 2015

• Despite being on the coffee growing belt and with abundance of coffee farms, the Philippines imports 24 million kilos a year – roughly 60% of annual coffee consumption

• Filipinos still primarily drink Instant Coffee.• Filipinos with increasing disposable income from Call

Center jobs or dollar remittances are willing to pay more for quality.

• Euromonitor 2010 Philippine Coffee Industry• BMI Agriculture report 2010

Kape Maria – What We Do

Kape Maria provides sustainable livelihood to coffee farmers and cooperatives in different regions all over the Philippines through a strong partnership with coffee farming associations

Kape Maria represents a coffee brand that resonates well with Filipinos – one that inspires local pride

Kape Maria redefines the coffee culture in the Philippines by providing knowledge on coffee brewing and introducing innovative coffee products that are developed as alternatives to instant coffee

Kape Maria – Impact Circle

Increase Coffee

Plantations Increase Coffee farmer’s roasting

facilities

Provide sustainable

livelihood: poverty alleviationUse a brand

that inspires local pride

Distribute coffee to various

networks and outlets

Increase demand for local coffee

Business Model - ScaleToday

Products• 2

00g bags

• 120g bags

• 1 Kilo Bags

• Quick Brew

Distribution• H

uman Nature

• Heima store

• Selected Cafes

2014

Products• D

evelop more varieties

Café concept• O

pen flagship coffee shop

Distribution• E

xport market – USA

• Local market - Supermarkets

2015

Café concept• D

evelop café franchise model and open 3 café concepts

Distribution• K

ape Maria mall kiosks/stalls

Capture: $500 million of Instant Coffee industry as consumers are wanting higher quality products

Food establishment: 12% of coffee sales. Expected to grow due to growing coffee café culture

* Euromonitor 2010 Philippine Coffee Industry

Products

• Kape Maria Blends packed in 200 grams and 120 grams for retail

• Kape Maria Blends packed in 1 kilo for café wholesale

• Kape Maria Quick Brew (single drip coffee) in single sachet packs to compete against instant coffee

Business Model

Philippine CoffeeAlliance

Bote Central

Coffee Farmers and cooperatives

Gawad Kalinga

Human Nature

Coffee drinkers who have mid to high disposable incomes and appreciate well designed products.

Coffee drinkers who are passionate Philippine advocates

Coffee drinkers who value fair trade and social causes

Unique coffee blends from different regions in the PHILIPPINES

Creative execution in brand design and packaging

Social Advocacy: opportunity to support the livelihood of coffee farmers and cooperatives

Co creation with creative customers

Human Nature stores

Independent stores and cafes

Supermarkets

Sales in coffee and merchandiseGreen beansRoasting feePackagingOverhead and operational costs

Brand trademarks

Relationship with partners

Marketing skills/experience

Roasting/Packaging/Delivery to channels

Sales pitch to new clients

Kape Maria

Julia Sevilla• MBA from Melbourne Business School• MBA from Rotman School of Management 2010 (Exchange program)• Work experience in fashion, retail, marketing, branding• Finalist at Royal Bank of Canada’s Next Great Innovator Challenge

Jorge Sevilla (Advisor)• 40 years experience in beverage industry • Strong network in beverage distribution

John Rehm (Advisor)• Managing Director, Onkyo Corporation• Office Founder, IDEO Singapore

Kal Joffres (Advisor)• Director, Tandemic (Kuala Lumpur, Malaysia)

What we need

• Build Kape Maria’s own roasting/packing facility• Develop operations and logistics for sourcing and distribution

• Build a marketing and sales team for local and export markets

• Develop and open café concept

Our mission is to provide sustainable livelihood to coffee farmers and cooperatives by creatively

inspiring coffee drinkers.

Questions?

[email protected]