Latest / Imagine If with Doone Roisin | Health, Wealth & Wisdom for Women (formerly Female Startup Club Podcast) / GEMS: Customer Targeting with One Stripe Chai founder Farah Jesani
Transcript
- 0:08How are you actually finding the customers who would have been consuming your drink in the coffee shops? Were you kind of, did you already have a database or an email list or like a big kind of following at that point yourself? Or were you going back to your coffee shops and being like, hey, can you put this to your newsletter or your database? Or like, is there a way that we can target our customers through you? Or were you just doing ads and trying to reach people that way?
- 0:38plan to attract the people who would have already been enjoying you and who would have been missing you from their daily cup of chai? Yeah, I think we were lucky in that we didn't have to start from scratch with DTC. In 2018, we were getting a lot of feedback that from our coffee shop customers, our coffee shop clients, that their customers were,
- 1:02loved drinking our chai at the coffee shop, but they wanted to know if they could buy it outside of the coffee shop so they could gift it to friends or if they go on vacation or if they want to drink it at home. And so we had a very minimal kind of like shop where you could buy our concentrates in different sizes online. And so we were already kind of like shipping it and
- 1:32that just started growing. So one thing that we intentionally did when we started working with coffee shops is every new coffee shop we work with gets this like beautiful wooden sign that says proudly serving one stripe chai. And it's really pretty and it's wooden and it's hand painted. And so they can put it up on their shop either on their espresso machine out their window.
- 1:54So that customers who really like chai can kind of associate the chai they're drinking with one stripe. And so I think once people started not being able to go to coffee shops, it was very easy for them to just look us up and be like, oh, I can actually order this. They'd already subconsciously put that into their mind.
- 2:14Yeah, and it was like a two-pronged, like unintentional approach that luckily we already had that going. And in 2018, late 2018, we also introduced an unsweetened version of our product, which is vegan. And so we already had these two very, very like we didn't sell much of it online.
- 2:35Once the pandemic hit, people were like, cool, let me get this. Let me gift it to my friends. Like my mom is at home and you know, she has nowhere to go. Like she loves chai. Let me like send her like two or three bottles of this like beautiful concentrate. So now we had, we kind of had this like,
- 2:54cool thing where people could go on our website and be like oh chai two ways I don't want to do the whole brewing thing it's a mess I don't want to do it I don't want to strain my tea it's already made I'm gonna buy it or people who are like oh I already love the concentrate but I want to try it in this different form and it kind of gave our customers two different options wow gosh amazing love that for you
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