(I'm in the conference room with Starbucks Senior Managers at their HQ on Utah street in Seattle)
SCOTT MAW
(Chief Revenue Officer)
"Team, This meeting is to get your input for a revenue opportunity. On the big screen, and in your passouts, you can see we 30 U.S. stores in 3 markets in which 33% to 40% of our patrons are non-revenue. Our takeaway from this meeting is at least one, and as many as three, actionable items, tests if you will, beginning within the next two weeks. I'll have our meeting notes to Howard later today."
AIMEE JOHNSON
(Customer Relationship Manager)
"Scott, have we fully quantified the value of a client? Our non-revenue clients speak to neighbors, family and friends positively about us. Non-revenue customers may revisit as paying clients. And I know of several who became partners."
MAW:
"Thank you Aimee. Noted. However our goal is to generate actionable ideas for a test. Will you be providing input?"
JOHNSON:
"Yes, Scott, but let's let other team members jump in."
CLIFF BURROWS:
(President)
"Scott, what if we took the lead of WeWork and other co-locate firms and made our tables available for an hourly rate. For example, sales men and ladies could reserve their favorite table, on-line, in advance and be sure that the table was waiting when they arrived. And of course, many will also purchase food and drink. And for pricing, may I suggest $7 per hour?"
MAW:
"Adam, do we have a big hit in IT"
ADAM BROTMAN
(CIO)
"No. The solution would be rudimentary to meet the two week deadline, but that is helpful as we get data before a big commitment. The idea makes great sense to me, however does it address non-rev?"
MAW:
"Let's see this to the end. Does anyone have input to the reserved table proposal?"
LUIGI BONINI:
(Global Product Innovation)
"I'm in. And I would like to help with the training video and ops support."
CHRISTINE BARONE"
(SVP Stores)
"I like it. I'm in - assuming that we test multiple price points, payment in advance and rewards."
KEVIN JOHNSON
(COO)
"I'm in. And let's discuss how to adapt the idea to our non-rev clients. And I appreciate that we need to be very sensitive to our clients and present a solution that honors them."
SCOTT:
"Kevin, please continue."
K. JOHNSON:
"LED sign holders on each table. Thank you for visiting Starbucks. We are testing a program for patrons who choose not to make a purchase to rent this table for $3 payment per hour."
A. JOHNSON:
"With all due respect, that's clunky"
What about: "Dear Patrons. If you will not be joining us for a beverage, we would appreciate a $3 payment per hour. This is voluntary. Thank You."
MAW:
"That's got the essence of our proposal. Luigi, would you have marketing develop 6 sample table top LED signs as well as six value propositions to cover both suggestions in ten stores each. We'll go live in test mode in two weeks starting on a Tuesday. And we'll meet here in two days, same time, to review the marketing and fine tune the programs.
"Let's go around the table."
(All nod heads in agreement).
"In that case, we're wrapped up. Thank you for your input and support."
SCOTT MAW
(Chief Revenue Officer)
"Team, This meeting is to get your input for a revenue opportunity. On the big screen, and in your passouts, you can see we 30 U.S. stores in 3 markets in which 33% to 40% of our patrons are non-revenue. Our takeaway from this meeting is at least one, and as many as three, actionable items, tests if you will, beginning within the next two weeks. I'll have our meeting notes to Howard later today."
AIMEE JOHNSON
(Customer Relationship Manager)
"Scott, have we fully quantified the value of a client? Our non-revenue clients speak to neighbors, family and friends positively about us. Non-revenue customers may revisit as paying clients. And I know of several who became partners."
MAW:
"Thank you Aimee. Noted. However our goal is to generate actionable ideas for a test. Will you be providing input?"
JOHNSON:
"Yes, Scott, but let's let other team members jump in."
CLIFF BURROWS:
(President)
"Scott, what if we took the lead of WeWork and other co-locate firms and made our tables available for an hourly rate. For example, sales men and ladies could reserve their favorite table, on-line, in advance and be sure that the table was waiting when they arrived. And of course, many will also purchase food and drink. And for pricing, may I suggest $7 per hour?"
MAW:
"Adam, do we have a big hit in IT"
ADAM BROTMAN
(CIO)
"No. The solution would be rudimentary to meet the two week deadline, but that is helpful as we get data before a big commitment. The idea makes great sense to me, however does it address non-rev?"
MAW:
"Let's see this to the end. Does anyone have input to the reserved table proposal?"
LUIGI BONINI:
(Global Product Innovation)
"I'm in. And I would like to help with the training video and ops support."
CHRISTINE BARONE"
(SVP Stores)
"I like it. I'm in - assuming that we test multiple price points, payment in advance and rewards."
KEVIN JOHNSON
(COO)
"I'm in. And let's discuss how to adapt the idea to our non-rev clients. And I appreciate that we need to be very sensitive to our clients and present a solution that honors them."
SCOTT:
"Kevin, please continue."
K. JOHNSON:
"LED sign holders on each table. Thank you for visiting Starbucks. We are testing a program for patrons who choose not to make a purchase to rent this table for $3 payment per hour."
A. JOHNSON:
"With all due respect, that's clunky"
What about: "Dear Patrons. If you will not be joining us for a beverage, we would appreciate a $3 payment per hour. This is voluntary. Thank You."
MAW:
"That's got the essence of our proposal. Luigi, would you have marketing develop 6 sample table top LED signs as well as six value propositions to cover both suggestions in ten stores each. We'll go live in test mode in two weeks starting on a Tuesday. And we'll meet here in two days, same time, to review the marketing and fine tune the programs.
"Let's go around the table."
(All nod heads in agreement).
"In that case, we're wrapped up. Thank you for your input and support."
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