Phillip Pitts
Franklin, TN (USA)
Role(s):
Founder/Owner/Principal
My Caffe LAffare
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Startup
Location:
Franklin
Industry:
Wholesale
Year Founded:
2008
Number Employees:
1-10 people
Description:
Our major competition is a “Toddy” cold water coffee brew system which has been in the marketplace since 1964 consisting of a plastic bucket with a hole in the bottom, rubber plug, 2 fiber filters, and glass carafe with a lid to hold the coffee extract.(see Attachment) The “Toddy” priced between $36.00 and $44.00, is awkward, difficult and often messy to use.
Our design addresses all of the problems normally associated with our competitive product;
1. Better esthetics, eye appealing therefore looking nice on a kitchen counter.
2. Simple and easy to use. My Caffé L´Affaré is totally dishwasher safe.
3. Our system has a permanent fine gold mesh filter. Much more sanitary and simple. The Toddy system has fiber mesh filters they appear dirty and stained after the first use, making it impossible remove all the coffee or stain.
4. My Caffé L´Affaré uses a very simple and efficient twist valve drain system. Toddy uses a rubber stopper in the bottom of a plastic bucket, which is clumsy and awkward to remove while holding the bucket to drain the extract into a carafe, often creating a mess. Rubber stoppers need to be replaced often.
5. My Caffé L´Affaré has lids for both the coffee extraction and extract storage sections of our system which is more sanitary in production of extract. The Toddy doesn’t have a top to cover the bucket as your coffee extract is being made which may allow foreign matter to get in your coffee extract.
6. The extract storage section of our Caffé L´Affaré has been designed to be easily stored in a refrigerator, on the shelf or in a door, appealing enough for serving guest gourmet coffee, (Hot or Cold).
In researching the direct response business model for marketing information we found that if we could create a better Cold water coffee brew system we would have a very good chance at having a successful business.