2 Billion Dollar Company Could Do With Our Help

31 replies
Shop Coffee Makers, Iced Tea Makers, Espresso Makers and Single Serve Brewers at MrCoffee.com.

With the knowledge many here posses [I know it from what's been discussed],
how would you double profits from this company, Mr Coffee...
Shop Coffee Makers, Iced Tea Makers, Espresso Makers and Single Serve Brewers at MrCoffee.com.

As soon as I saw the website I knew how to.

How would you?

Best,
Ewen
#billion #company #dollar
  • Profile picture of the author Jason Kanigan
    Wow, it's all about Price, even the opt-in popup. They're *already* discounting...before the relationship is even started.

    No personality at all.

    It's screaming, "THINGS!! YOU CAN BUY THINGS!!"

    I see no reason whatsoever to allow this company to start a relationship with me.

    And if they already have a relationship with a buyer, why not recommend related products? Other than a dinky little "login here" field in the top right, there's nothing to draw repeat customers in.

    Also, I get wary when I see a slider. My belief is that those things are favored by developers who want a fancy-looking website, but aren't very effective and take up a huge amount of above-the-fold space.

    But then again, I don't have a $2 Billion company.
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    • Profile picture of the author Kay King
      It's too "glitzy" for me but, that said, I looked up that particular site about six weeks ago - and bought from it.

      If you look for "iced tea maker" as I was a few weeks ago....the FIRST result in google is that site but this page:

      Iced Tea Makers at MrCoffee.com.

      Yes - it's about price because that brand is sold all over online and offline. I ended up buying an extra pitcher because that put my order over the "free shipping" limit and that savings paid for the extra pitcher.

      When you have such a recognizable brand....I don't think personality counts that much. If I had been sent to a site with a lot of "chat" on it rather than a page of products/prices I might have kept going.

      I had looked all over store sites and in stores plus Amazon, ebay, etc....and BEST price I found was on that mfg site. These are items people look for - and a brand most shoppers would think to compare.

      I don't much care for how the main page looks but I have a feeling that site sells products pretty well. I honestly don't know how I would double sales on it....but thought you might be interested in the customer viewpoint above.

      kay
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  • Profile picture of the author Rus Sells
    Double profits where, online or in retail locations. The brand is pretty much THE BRAND for coffee makers you know.
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    • Profile picture of the author ewenmack
      Originally Posted by Rus Sells View Post

      Double profits where, online or in retail locations. The brand is pretty much THE BRAND for coffee makers you know.
      It can be online and offline.

      However online would be easier in the long run due to automation.

      Best,
      Ewen
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  • Profile picture of the author DWolfe
    Originally Posted by ewenmack View Post


    With the knowledge many here posses [I know it from what's been discussed],
    how would you double profits from this company,

    As soon as I saw the website I knew how to.

    How would you?

    Best,
    Ewen
    From what I'm reading ewen is asking how we could double profits from this, Not how Mr.Coffee can double profits. Sounds like he wants us to think out of the box on this one. Do the brunt work and sell to the Corp. Like he did in how he got Puma in another thread by doing the brunt work ..
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    • Profile picture of the author ewenmack
      Originally Posted by DWolfe View Post

      From what I'm reading ewen is asking how we could double profits from this, Not how Mr.Coffee can double profits. Sounds like he wants us to think out of the box on this one. Do the brunt work and sell to the Corp. Like he did in how he got Puma in another thread by doing the brunt work ..

      Actually, in this case, it is for Mr Coffee.

      Best,
      Ewen
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  • Profile picture of the author digichik
    Originally Posted by ewenmack View Post

    Shop Coffee Makers, Iced Tea Makers, Espresso Makers and Single Serve Brewers at MrCoffee.com.

    With the knowledge many here posses [I know it from what's been discussed],
    how would you double profits from this company, Mr Coffee...
    Shop Coffee Makers, Iced Tea Makers, Espresso Makers and Single Serve Brewers at MrCoffee.com.

    As soon as I saw the website I knew how to.

    How would you?

    Best,
    Ewen

    I too see the changes they can make to double their profits, but if they want me to tell them, they'll have to PAY ME.

    In this day and age it never ceases to amaze me, these corporations pay major $$$$$ to clueless ad agencies, and won't give smarter, smaller agencies the time of day. Thus...

    I won't give it away for free in a WF post.
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    • Profile picture of the author ewenmack
      Originally Posted by digichik View Post

      I too see the changes they can make to double their profits, but if they want me to tell them, they'll have to PAY ME.

      In this day and age it never ceases to amaze me, these corporations pay major $$$$$ to clueless ad agencies, and won't give smarter, smaller agencies the time of day. Thus...

      I won't give it away for free in a WF post.
      I know the one-man-band SEO guy they were willing
      to take on.

      See, if we as individuals can come up with a clear plan that makes sense to them,
      then don't limit ourselves to who we can work with.

      Best,
      Ewen
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      • Profile picture of the author Marvin Johnston
        Originally Posted by ewenmack View Post

        See, if we as individuals can come up with a clear plan that makes sense to them, then don't limit ourselves to who we can work with.
        Another way I like putting it is anyone can take our ideas, but nobody can take the way we think. And the thinking behind the ideas is really where the value lies.

        Marvin
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        • Profile picture of the author isaacsmithjones
          Originally Posted by Marvin Johnston View Post

          Another way I like putting it is anyone can take our ideas, but nobody can take the way we think. And the thinking behind the ideas is really where the value lies.

          Marvin
          I've had that thought so many times, but you're verbalised it perfectly. Thanks
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  • Profile picture of the author James Hensley
    I think the front page needs more direct offers.
    -Highlight clearance/new/bundled products
    -Add to cart call to action
    In addition there should be columns for best selling products, newest products, exclusive offer, etc.
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  • Profile picture of the author iAmNameLess
    Well I think you have to take in consideration this is a brand, not some ecommerce site that needs an unreasonable amount of CTAs. I think the biggest problem that comes across with their website is that it creates no emotion, it stirs nothing up with the visitor. I'm sure their ad agency does much better on the creative side than shown on the website. I'd get rid of the 1-2 in the top right of the slideshow, I'd also add a slightly longer delay if they insisted on a slideshow but that's just from a design and development standpoint.

    The biggest issue I see is there's nothing that connects to the consumer.
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    • Profile picture of the author ewenmack
      My thinking is not directed at the technical side which converts more
      visitors to buyers of the machines, but a much bigger opportunity.

      Best,
      Ewen
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  • Profile picture of the author Marvin Johnston
    Unless I missed it, I don't see any type of continuity program in place, i.e. coffee of the week/month... unless that "Go Social" is supposed to mean something like that.

    Marvin
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    • Profile picture of the author ewenmack
      Originally Posted by Marvin Johnston View Post

      Unless I missed it, I don't see any type of continuity program in place, i.e. coffee of the week/month... unless that "Go Social" is supposed to mean something like that.

      Marvin
      You got it Marvin!

      Let them buy coffee from Mr Coffee.

      Mr Coffee would increase the dollar value of each transaction and
      the frequency...hence

      Optimizing Each Customer.

      Goes back to the basic framework of how to grow the profitability of any business...

      More Leads
      More Conversions
      More dollars at each transaction
      More transactions
      More margin

      When you look through those lenses, you start thinking in a more profitable way.

      Best,
      Ewen
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    • Profile picture of the author savidge4
      Its not about the machine... hell give the thing away for free! Its the PODS!!!!

      Sign up for a 2 yr pod pack package contract and get the maker for free. Sign up for the 2 year deluxe pod pack package and get a free equipment upgrade once a year. Sign up for the 2 year Premium pod pack package and if anything goes wrong with your equipment we will replace it ( All you pay is shipping ). something like $25, $40, and $60 a month.

      Pod clubs. Bonus pod packs ( 10% off is BS... 10 free pods? well that there is a deal! ) Send a special pod pack at the 1 year anniversary mark. Send another for Christmas A tea one in the spring. Online sales with Offline reminders.
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      • Profile picture of the author savidge4
        It sounds like a great solution. really, sell coffee. the issue becomes WHO's coffee. Mr. Coffee has caught themselves in what I call the Microsoft conundrum. Microsoft for many years sold only software. Mr Coffee, only sells coffee makers.

        Mr Coffee dropped the ball, so much so that they fell so far behind in the "Coffee" market that they now "license" the use of Keurig brewing technology. So the option of increasing sales thru the disposable goods "Coffee" is for the most part out of the question.

        when you really take a moment and look at the relationship between Mr Coffee and Keurig... its sad really. Keurig.com sells Mr Coffee machines ( this affords them the ability to maintain a higher brand level, and use Mr Coffee as their entry level low cost options ) But you go to mrcoffee.com, and what? no coffee! Keurig controls the market!

        For Mr Coffee to concentrate on a profit center they need to break free of the Keurig strong hold. Interestingly enough there are a few other hold outs to the Keurig coffee just short of monopoly.

        So doing just a touch of research it is quick to see that the "BEST" possible partner for Mr Coffee is Smuckers aka Sara lee aka Folgers. aka Dunkin Donuts along with a host of other solid brand names and retail coffee worldwide.

        By doing this a few things happen. Mr Coffee is now "Allowed" to open up its retail line to the top end. ( they currently only have models in the $74 to $99 range. Obviously there is the addition of "Coffee".

        Then... well then there is the twist. Anyone that drinks coffee understands that water tempature is a very important part of the coffee brewing process. So to have a "Mr Coffee" Dunkin Donuts unit sold exclusively in Dunkin Donut retail, would be a good thing. A folgers specific machine, would be a good thing. etc etc.

        The bottom line is that growth for Mr Coffee... isn't a matter of "Adding" it would more than likely be a matter of JOINING!

        Just MY one-man-band SEO opinion. But us SEO guys really don't know much about sales and marketing!
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    • Profile picture of the author Claude Whitacre
      Originally Posted by Marvin Johnston View Post

      Unless I missed it, I don't see any type of continuity program in place, i.e. coffee of the week/month... unless that "Go Social" is supposed to mean something like that.

      Marvin

      Way to go, Marvin.

      The good news (for Claude), I instantly knew that was the answer, when I read your post.

      The bad news. I didn't think of it before I read your post.

      I bow before the superior thinker.
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      • Profile picture of the author Kay King
        I'll be interested to see what comes of this.

        The niche Mr Coffee fills one where people want the products but can't or won't pay Keurig and similar brand prices.

        An espresso machine from Keurig - $200. From Mr Coffee - $50-90.

        Shop Our Selection of Coffee & Iced Tea Makers by Your Favorite Brew - MrCoffee.com.

        The brand did miss an opportunity to develop further products or could have partnered with leading coffee and tea brands.
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    • Profile picture of the author Joe Stewart
      Originally Posted by Marvin Johnston View Post

      Unless I missed it, I don't see any type of continuity program in place, i.e. coffee of the week/month... unless that "Go Social" is supposed to mean something like that.

      Marvin

      Good call. Actually, I don't see how or why they haven't caught on to that. Gevalia has been doing it for years.
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  • Profile picture of the author James Hensley
    I agree with Marvin a continuity program is a good idea
    EDIT good stuff!
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  • Profile picture of the author mjbmedia
    yep Im late into the room and admit I did read through first to see if it had already been said and it had so they got a hot market why not sell the coffee with the makers and then ongoing , its a bit like the candle wicks story
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    Mike

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    • Profile picture of the author Jason Kanigan
      Originally Posted by mjbmedia View Post

      yep Im late into the room and admit I did read through first to see if it had already been said and it had so they got a hot market why not sell the coffee with the makers and then ongoing , its a bit like the candle wicks story
      This was the case 20 years ago in the power generation industry--probably still is now...and these were big numbers! Some of them were up into the $100,000s or even $1,000,000s!

      The manufacturers would low-bid their power plants so the customer would get buy from them. And that would practically ensure they'd get the maintenance work, which was necessary every 6 months and billed out at high field service rates. It isn't like a car, where it doesn't matter so much which mechanic does the work--in this case you WANT the people who work with this equipment day in and day out because downtime is bad. There's no time for "Hmmm, I wonder what this is and how it works?" When I first started out, I kept wondering why we were being outbid so badly. It was because as a smaller packager, we had to make a profit on the front end, too!

      (A packager takes an engine from one manufacturer and puts it together with a generator from another manufacturer sized to fit, with a gearbox and control equipment. Usually they have distribution agreements with both manufacturers for good pricing. Sometimes a manufacturer would also be a packager, and that was hard to beat since there was zero markup on at least one of the two big ticket items on the list.)

      The big packagers took a hefty risk in the long run, as it was all about cashflow. If the customer shut down operations, or switched maintenance guys, the profit train would run off the tracks. Nowadays there seems to be "90 days same as cash" financing for everything (which it really isn't), but back then we had to work with two Canadian government "alphabet" agencies for that. Had to jump through a lot more hoops

      So it's even beyond consumer products. Writing this post has made me remember a lot of details from 1997-1999!
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      • Profile picture of the author John Regal
        The product basically will sell if its a well known brand. The business model is to give as much discounts or free items to the customer base they already have, therefore, they don`t really need to worry about building a relationship because all the business is done through word of mouth. If a new prospect see`s this website, they will most likely return or tell a friend about it. If the prospect see`s the physical location, they will go to the location then return to the website for discounts.
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      • Profile picture of the author Becky Fourtion
        interesting theory...
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  • Profile picture of the author sbucciarel
    Banned
    If I liked the Mr. Coffee brand, I would buy from the site without hesitation. Mr. Coffee to me says cheapo coffee makers that don't last. That's an everlasting impression in my mind when I think of Mr. Coffee, therefore, I'd go to Mr. Amazon for coffee machine or Mr. Starbucks (or another high end coffee shop) for coffee.
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  • Profile picture of the author misterme
    That's a whole re-engineering of the business, like when Guthy-Renker went from selling info products to selling continuty consumables. And their sales skyrocketed.

    There are already coffee of the month clubs. And there are some outfits that will GIVE you the coffeemaker with your subscription. And for all we know, Mr. Coffee already looked into this because there's no shortage of potential partners to do the fulfillment. Maybe they already do something like that or sell their list but you don't know until you've registered the product.

    But I'll call them this morning and find out. After I have my coffee.
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  • Profile picture of the author mjbmedia
    some businesses are happy with what they have, they have aims and objectives etc they might not want to get into certain aspects of the industry , the cost of coffee yoyos like crazy making predictions and future planning harder than just selling the hardware.

    yes that could work but maybe they don't want it , so how many people have called them or emailed them with this idea since this thread started, anyone ............
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    Mike

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  • Profile picture of the author Steve Solem
    I think the 2nd best thing they could do...disable the product reviews on their website!

    I haven't bought or used a Mr Coffee product in probably 20 years and looking at some of the many 1-2 star reviews plus the negative comments on their website would keep me away for another 20!
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  • Profile picture of the author slideworld
    Another way I like putting it is anyone can take our ideas, but nobody can take the way we think. And the thinking behind the ideas is really where the value lies.
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    Slideworld.com

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  • Profile picture of the author Joe J
    Something else I notice is that there is NOTHING at all in regards to supplying commercial customers.

    Also, if they would split their coffee products and everything else to different websites, there MAY be more sales of each.

    Just a thought that if your shopping for coffee and decide to buy tea, they may lose coffee sales.

    I also see that may go the other way too. Here to buy coffee, maybe I'll buy some tea also. Something there for testing.

    Joe
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