The Starbucks Agenda


Broken promises do not build trust. I know that. I also know that I promised to post a business article last week, focusing on Starbucks. But I have an excuse! Last Monday I was doing my best to bury myself under a mound of blankets on the couch with tissue kept VERY close at hand to catch my ever-dripping nose. Yes, it was that bad. Forgive me?

That said, HERE is the promised post- finally!

So. You walk in, you order your favorite drink. Mine, provided I have the money to indulge, is a white chocolate macchiato with an extra shot and an extra pump of caramel. What’s yours? Do you even like coffee, or do you prefer a smoother drinks, like a green tea?

Many people would say neither. At least, not from Starbucks. They’re too busy, too rushed. And that puts many people off.

But here’s the thing. The same thing that puts people off, is what makes them successful!

I’ll explain. Every business has both a business model and a target market. The business will serve anyone, but will cater to their target market, because that’s what builds their success. A business selling children’s playthings will sell to an adult with no children, but is not likely to target their advertising to them.

It’s the same with Starbucks. Starbucks has a very defined target market, and this is where they focus their advertising and their business. The next time you go to Starbucks, look around and take note of what you see. Who is behind the counter? Who are the majority of their customers? Chances are, the answer to both will be young people. There might be a grey head here and there, but mostly you will find a defined age range of 20-30. They are young, they are successful. They aren’t really here, they are going somewhere. They have a purpose. They are going to change the world.

This target market is what defines the business model for Starbucks. Many of the young people in Starbucks are looking to make it into Forbes’ “30 under 30” list. They are on the go, they have things to do. Starbucks caters to that mentality. This is why for the most part, Starbucks doesn’t have a “come sit down and enjoy yourself” attitude. If you’re going to come and sit down in Starbucks, you better be working and going somewhere. You’re a college student, you’re an aspiring businessman. You’re going into technology, politics, whatever. You’re somebody.

Take it as a lesson for you people who are planning to start a business. The next time you’re put off by a company, don’t push them away. Closely examine them and see WHY you are put off. Chances are, it has to do with their business model.

Now, about that macchiato… what’s your favorite drink? And do YOU love Starbucks?



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