Running at "half-caff" in a caffeinated world.

In the first of a series of "From the Outside Looking In" articles I will give my take on how I would address challenges that different companies face.

For those of you not from Seattle or familiar with Tully's, it is a regional coffee chain based in Seattle. It probably has the distinction of being the second largest coffee chain in Seattle, although that doesn't really help it a whole lot.

Tully's has a big problem, or should I say a small problem. Tully's is too small to compete with Starbucks' buying power, but too big to be seen as a credible Starbucks alternative in the mind of those who refuse to patronize chains and instead favor local coffee houses. As a result Tully's struggles to differentiate themselves from their larger competitor, and continues to lose money.

 

1. User comes in range of a Starbucks WiFi Hotspot
2. Application recognizes the Starbucks WiFi Hotspot or user initiates application
3. Application engages the user interface portion of the application
4. Application makes a connection
5. Application prompts user to order a Starbucks beverage
6. Application user interface facilitates the selection and transmission of the drink order (including a list of saved favorites to speed the process)
7. Application connects to the user's iTunes account
8. Application deducts funds from the user's iTunes account
9. Application creates a visual barcode with the information necessary to register payment
10. User places iPhone or iPod Touch with visual barcode under a reader at the pickup counter
11. User collects their beverage