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Try These Cool PurJava Darkroast Coffee Recipes
Iced Mocha
3 Tablespoons PurJava coffee concentrate
2/3 cup cold water
1/3 cup 2% milk
1 teaspoon chocolate syrup
1 teaspoon sugar
Mix well, pour over ice. Makes 1 8 oz. serving
PurJava Latte
1 ounce of PurJava coffee concentrate
3 ounces of water
Heat PurJava and water mixture
Heat 3 ounces of milk and froth
Add frothed milk into PurJava water mixture
Chocolate Covered Cherry Coffee
1 teaspoon chocolate syrup
1 teaspoon cherry syrup
1/2 Tablespoon PurJava coffee concentrate
8 ounces hot water
Discover Purjava Coffee...
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Business Downturn Or Recession Boom?
How To Grow Your Business In The Middle Of A Recession: Learning From Nespresso
by David Hurley
Amid all the gloomy news of contracting sales and the current business downturn, one company is bucking the trend in a big way and enjoying a recession boom. I'm not talking about a company that has moved fast to corner the market in selling cut-price goods, or cheap food. I'm talking about Nespresso, the luxury espresso capsule-coffee provider which is an offshoot of Nestle.
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If you don't think it's possible to grow a luxury business in the middle of a recession, read on...
In 2008, Nespresso's worldwide sales rose to two billion Swiss francs, 30% higher than the total in 2007. Nor was the figure is a flash in the pan or the result of a new recession strategy. Nespresso has enjoyed growth rates of more than 30% for the last eight years.
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When you buy a Nespresso coffee machine, you are effectively committing yourself to buying coffee from Nespresso, because only espresso coffee capsules fit the machine. Nespresso capsules can only be bought from the Nespresso website, or by telephoning Nespresso, or from one of a severely limited number of Nespresso "boutiques".
Nespresso does not make any money off sales of its coffee machines. Most of the profit comes from the capsules, which of course customers must buy again and again if they are to continue enjoying Nespresso coffee.
The Nespresso system is easy to use. You don't have to deal with messy coffee filters or spilling coffee granules. You simply pop a capsule into the machine and press a button.
Exclusivity is the key. Customers are made to feel that they are members of an elite club. They can choose from a range of high-quality, exclusive coffees. They get personal service. They get to own beautifully designed coffee machines. And they receive a glossy magazine three times a year to reinforce the message that they are special.
Of course, Nespresso's image is greatly helped by the hearthrob effect of George Clooney, who advertises the brand and adds to its aroma of luxury, taste, and allure.
So what can business owners learn from this business model?
The first lesson is that it is certainly possible to grow a luxury business in the middle of a deep recession if you get your product and your marketing model right. Here are some of the factors that are involved.
- Look for a product that will generate high repeat sales.
- Win customers by selling your front-end product at a discount.
- Use the front-end product to lock in your customers.
- Make your company the exclusive source of the back-end product.
- Make your customers feel very, very special.
- Offer a product that is high-quality, easy to use, and unique.
- Give your customers the illusion of choice without the confusion of choice.
- Invest in your marketing campaign. Focus on the core emotion. If possible, hire a famous heartthrob to do it for you!
If you can get all these factors into place and generate multiple streams of income you will not need to worry about how long the current recession is going to last or how deep it is going to go. Remember, many of the most famous business success stories have started during recessions and survived to enjoy the boom times.
Now check out your own business recession strategy and see how it measures up to the Nespresso challenge, the business impact of which is strong enough to enable Nespresso to ignore the recession altogether. Very nice. Especially if your name is George Clooney.
by David Hurley
Grasp-The-Nettle.com
David Hurley uses the
Plug-In Profit Site to earn multiple streams of income from home on the Internet. What about you?
Read other articles by David Hurley
This work is licenced under a Creative Commons Licence.
PurJava Darkroast Liquid Coffee Concentrate
The development of PurJava darkroast liquid coffee concentrate came out of a quest for coffee that had great flavour without the bitterness and acidity of regular brews.
The pure taste of PurJava liquid coffee concentrate is obtained by means of cold water processing in which the water is filtered and purified so as to extract the fullest possible amount of pure coffee flavour.
The liquid coffee concentrate is therefore the smoothest available on the market anywhere. After it has been processed, the liquid coffee concentrate is pasteurized to preserve its flavor.
Drink PurJava liquid coffee and you will agree that it is the smoothest coffee you've ever tried. Also, it contains less than half the amount of caffeine that is in a cup of standard brewed coffee.
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Purchase Purjava Coffee Online
Find out how to become a Purjava Coffee agent.
David Hurley
Grasp-The-Nettle.com
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