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Cupresso™ Social Cafe [SMART 100, 2017]

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Cupresso™ Social Cafe

This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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1. THE BEGINNING

This innovation initially came to life when…

Living in a cold, rented home I craved a simple, freshly ground, HOT coffee without having to trudge to a café to pay over $5. The French press was an option. But coffee always cooled by the time I got halfway through. So, I asked myself “How can I keep my French press hot while infusing and make fresh, rich espresso coffee?” To answer the question: The Cupresso™ infuser cup.

Cupresso™ is an eco-friendly, reusable insulated cup-meets-French press that produces hot, delicious barista-quality coffee or tea in seconds. “Instant” is no longer a bad word, when it comes to coffee.

2. WHAT & HOW

The purpose of this innovation is to…

…give you barista-quality tea and coffee anywhere, anytime. Without the need for a military-grade arsenal of coffee-making equipment or environmentally-damaging pods. Cupresso™ means “instant coffee” doesn’t have to be bland and unpalatable, nor bad for the environment.

It does this by…

…combining the barista-trusted mechanics of the French press with a sleek, double-insulated cup, creating an innovative all-in-one coffee-maker. Do away with tinned instant stuff. Forget wasteful pods. Simply grind your beans directly into the Cupresso™, add water, press down, and barista-quality coffee is yours. Prefer tea? A straight switch of beans for leaves is all it takes!

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

…its unique design creates an all-in-one barista-quality coffee experience. All the quality of French pressed espresso coffee. All the convenience of coffee pods. And with a retail-strategy that empowers and raises funds for not-for-profit, it’s coffee with a conscious and purpose.

Its various benefits to the customer/end-user include…

…a simple, all-in-one barista coffee experience. Forget instant coffee. And no need for costly coffee equipment or daily coffee runs. Plus, you’re doing your bit for Mother Nature and supporting the community. Tastes good. Feels good.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

…having to equip your home with expensive, café-like coffee equipment. Spending thousands annually at coffee shops. Using and adding piles of empty cups and coffee pods to landfill each year. Coffee is a daily necessity for most. It doesn’t need to be expensive or devastating to the environment.

Its predecessors/competitors include…

….highly processed and packaged “instant” offerings for time poor and price-sensitive coffee-lovers, environmentally-damaging coffee pods and the more traditional French press or espresso machines. Cupresso™ strips back cost, effort and environmental impact to give you barista-quality coffee every time.

5. TARGET MARKET

It is made for…

…the everyday coffee lovers who are fuelled by nature’s delicious, invigorating bean. Those who delight in a barista-made coffee but can’t justify it as a daily purchase. Those who know every pod they pop out of the machine needlessly ends up on a pile of waste. Those who have the misfortune of having to resort to bitter, processed instant coffee. Busy, time poor, price-sensitive and eco-conscious people with an unrelenting taste for high quality coffee. Cupresso™ gives it to them instantly. And effortlessly.

It is available for sale through…

Initially, an Indiegogo crowd funding campaign. Then with a go-to-market strategy that focuses on the community and online sales. Profits from all sales will be used to provide not-for-profit organisations with Cupresso™ to create a sustainable fundraising model.

Our marketing strategy is to…

…make doing social good at the heart of all that we do by establishing “Cupresso™ Social Cafes” that create aroma-filled, café-like environments throughout the community. All the barista-coffee goodness of a café, but with proceeds going to our not-for-profit partners. It’s a strategy that’s true to our social core, and organically spreads “Cupresso™ brand.

FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

Maven Judge Vote: Cupresso™ Social Cafe – Smart 100 2017
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