The Office Coffee Segment: B2B Positioning Done Right
Imagine a company with 150 employees. It has a coffee machine in the pantry, a supplier who delivers beans every few weeks, and an office administrator who somehow ends up dealing with every problem. The machine stops working on Monday morning. Someone discovers that the coffee has run out just before a client meeting. Employees complain that the coffee is too bitter, while others want tea, decaf or something with milk. The administrator has to contact the supplier, arrange a repair and find out why the last delivery was delayed. For the roaster, this might look like a straightforward wholesale account. For the company buying the service, it is an operational headache. That difference explains why office coffee is an interesting B2B opportunity. A roaster entering this segment is not simply selling coffee by the kilogram. It is helping a business provide a reliable everyday service to its employees. The buyer is not necessarily buying what the roaster is selling A coffee roaster ...
