I feel like the incredulous, adoring boy looking up into the eyes of Shoeless Joe Jackson after his confession to a grand jury of fixing the 1919 World Series to the Cincinnati Reds. “Say it ain’t so, Joe!” My incredulity, however, is with a different Joe – a cup of Joe. More particularly, a Starbucks cup of coffee.
With last week’s launch of its new instant coffee, Via Ready Brew, I can’t help but wonder if Starbucks has turned to the dark side by betraying the hip message it has convinced many of us to believe? The perfect cup of coffee is a product of the right beans, the proper grinding technique, a precise brewing procedure, and trendy ambience. Right?! According to Starbucks, apparently not.
As Starbucks leaps from the windows of its trendy coffeehouses into the outdated world of instant coffee, it is gambling that it can change the way you think about and experience drinking instant coffee. The gamble is not lost on Starbucks’ CEO, Howard Schultz. According to Schultz,
"It took a lot of courage to say that even though instant coffee is the worst cup of coffee you can have, we are going to reinvent it. We’ve taken a lot of time with it because we know it could undermine the company if we don’t do it right."
Outside observers agree with Schultz that Starbucks’ experiment has the potential to undermine everything that has made the chain successful. National food and restaurant consultant, Clark Wolf, said,
"If instant is as good as handmade, then all of Starbucks isn’t true; then you didn’t need that barista to begin with. This is an example of a product where taste really does matter. If it tastes like Nescafe, then it becomes the New Coke."
Emotions aside, this decision does have at least one of the trademarks of a sound business decision. While it may appear contrary to common business sense, Starbucks is not blindly entering the instant coffee market. Starbucks decision is a good example of a sound business principle – the power of leverage. With lagging sales, Starbucks is turning to its valuable intangible assets like market expertise, customers, distribution channels, corporate image, and product expertise. Instead of looking to purchase greener grass elsewhere, it embraces what it possesses and leverages it for growth.
Starbucks has successfully built a brand, with a loyal customer base in the coffee business. Starbucks knows coffee and coffee drinkers. Instant coffee represents a sub-segment within the coffee-drinker market. It is not a foreign market like clothing or furniture. Starbucks is leveraging this market knowledge to tap into the $20 billion global instant coffee market of which Americans represent only 4 percent. They know that unlike Americans the majority of coffee drinkers outside the U.S. use instant coffee.
Likewise, they are leveraging their product knowledge. Starbucks has spent two decades researching and tinkering with instant coffee in order to create a product that CEO Schultz claims most internal baristas cannot distinguish from their regularly brewed coffee.
Another asset Starbucks is leveraging is their distribution channels. With over 16,000 company-owned and licensed stores in 47 different countries Starbucks has a well-established means for selling its instant coffee.
Finally, Starbucks is leveraging its customer base and knowledge of those customers. It knows its customers are on-the-go and love Starbucks coffee. So, they created a product that you can enjoy when stuck in a place without a Starbucks café (plane, bus, train, campout) that tastes (hopefully) exactly like its best-selling coffee.
Leveraging your best intangible assets is a powerful way to grow your business. Take personal inventory of your business’s intangible assets. Ask yourself, how can I leverage them for growth? Are there any untapped markets related to my core products? Once you have identified those assets, create a plan to leverage them. With your plan in hand, you must then muster the courage to act. Courage to move ahead like Starbucks even if it seems to undermine the very values and customer experience that you have worked so hard to create. Is leveraging risky? You bet! The line between success and failure is finely drawn. But that’s what makes owning a business so much fun.