Indlela i-Starbucks eyilwe ngayo ikomityi yayo entsha ye-iconic kunye nesitulo esikhulu esihle

Kutheni elona phawu likhulu libuyile ngo-2025 liqalwe ngeMagi yeKofu

Xa uBrian Niccol wayethatha intambo kwi-Starbucks ngasekupheleni kuka-2024, akazange abhengeze isiselo esitsha esinenguquko okanye iphulo lentengiso eqaqambileyo. Kunoko, walatha kwinto elula ngendlela ekhohlisayo: indebe. Imagi yeceramic eyayikhe yabonisa ukuba "hlala ixeshana" yayithatyathelw' indawo ngokuzolileyo ziikomityi zephepha, nakubathengi abahleli ngaphakathi. Izitulo ezimfumamfuma ezazichaza i-Starbucks "indawo yesithathu" amava aye anikezela indlela kwizitulo zomthi eziqinileyo ezilungiselelwe ingeniso. Umyalelo kaNiccol wawucacile - buyisa imagi, ubuyise isitulo, ubuyise iimvakalelo. Ludidi olubalaseleyo kwindlela ukhetho loyilo, nokuba luncinci, lunokubonisa ifilosofi yohlobo lonke. Kwaye ibambe izifundo kuye wonke umnini weshishini ozama ukuphinda akhe unxibelelwano nabathengi babo.

IPsychology emva kwe-Starbucks' Design Reset

IStarbucks ayizange ikhubeke kulwimi lwayo loqobo ngempazamo. Ngeminyaka yee-1990, ikhonkco lenze ngamabomu indawo elungiselelwe i-espresso yase-Italiya kunye namagumbi okuhlala aseMelika - "indawo yesithathu" phakathi kwekhaya kunye nomsebenzi. I-armchairs enkulu, ukukhanya okufudumeleyo, kunye neemagi ze-ceramic yayingengokhetho lokuhombisa; zaziyimiqondiso yobuchule eyaxelela abathengi: ungowalapha, thatha ixesha lakho. Uphando oluvela kwiJournal ye-Consumer Psychology lubonise ngokungaguquguqukiyo ukuba izinto ezibambekayo kunye nezokusingqongileyo zibumba indlela yokuthenga. Umthengi ophethe ikomityi yeceramic efudumeleyo ubona unxibelelwano njengolobuqu kunomntu obambe ikomityi yephepha - nokuba ikofu ngaphakathi iyafana.

Kule minyaka ilishumi idlulileyo, i-Starbucks yahlutha kancinci kancinci ezi elementi izama ukusebenza kakuhle. Iindlela zokuqhuba zibalelwe ngaphezulu kwe-70% yee-odolo kwiindawo ezininzi zase-U.S. ngo-2023. Ii-odolo zemfonomfono zijike iivenkile zaba ziipaseji zokupakisha. Isiphumo sasinokuqikelelwa kwangaphambili: ukuthengiswa kwevenkile efanayo kunqabile kwiikota ezilandelelanayo, kwaye amanqaku okwaneliseka kwabathengi afakwe ngaphantsi kwabakhuphisana nabo njengeDutch Bros kunye nabazimeleyo basekhaya. U-Niccol uye waqaphela ukuba uphawu luziphucule ngokwalo ngaphandle kwesazisi salo.

Iimagi ezintsha zeprayimu yeseramikhi — zinzima ngakumbi, ezinerim ebanzi kunye nelogo yesandisi-lizwi esikroliweyo kunokuba siprintwe - kwaye ukubuyiswa kwezihlalo ezinzulu, ezigudisiweyo azizobuciko ezingaqhelekanga. Zizinzame ezibaliweyo zokwandisa ixesha lokuhlala, ubungakanani betikiti eliphakathi, kunye nokuncamathela ngokweemvakalelo. Idatha yangaphakathi ye-Starbucks ibonisa ukuba abathengi abahlala kwivenkile ngaphezu kwemizuzu ye-15 bachitha i-2.3x ngaphezu kwabathengi be-grab-and-go. Uyilo lwenza isicwangciso soshishino esinzima sokuphakamisa.

Yintoni "Buyela kwiSiseko" eneneni ithetha kwiQhinga leBrand

Intshukumo yeStarbucks iphinda ipateni ebanzi edlalwa kuwo wonke amashishini. Xa iibrendi zilahlekelwa yindlela yazo, ukubuyiswa phantse akuze kuvele ekongezeni into entsha - kuvela ku-ukufumanisa kwakhona oko kwabenza babalulekile kwindawo yokuqala. I-Apple yenza oku kwi-1997 xa uSteve Jobs ebuya waza waqhawula umgca wemveliso kwizinto ze-350 ukuya kwi-10. I-LEGO yayenza ngo-2004 xa yayiyeka ukuxosha iipaki zemixholo kunye nemidlalo yevidiyo kwaye iphinde igxininise kwisitena. Kuzo zonke iimeko, ukuguqulwa kwaqala ngesigqibo soyilo esabonisa utshintsho lwefilosofi.

Kubanikazi bamashishini amancinci naphakathi, lo mgaqo ubaluleke kakhulu. Xa uqhuba isalon, inkampani yokubonisana, okanye ishishini lokuthengisa lendawo, "ulwimi lwakho lokuyila" ayisiyo logo yakho kuphela - yiyo yonke indawo yokuchukumisa amava akho omthengi. I-imeyile yokuqinisekisa ukubhukisha. Uyilo lwe-invoyisi. Indlela iCRM yakho ekhumbula ngayo izinto ezikhethwa ngumxhasi. Olu nxibelelwano luncinci lixesha lakho lemagi yeceramic, kwaye ziqokelelana kwimbono yebhrendi ngamandla ngakumbi kunenkcitho yentengiso.

Umceli mngeni kukuba uninzi lwamashishini amancinci alunayo ibhajethi yoyilo lwe-Starbucks okanye iqela elizinikeleyo le-UX. Badibanisa izixhobo - enye i-app yokucwangcisa, enye i-invoyisi, i-spreadsheet yamanqaku omthengi - kwaye umphumo ngamava ahlukeneyo avakalelwa kanye njengokuba adibeneyo njengoko kunjalo. Oku kanye apho amaqonga afana neMewayzaye afaneleke, adibanise iCRM, i-invoyisi, ukubhukisha, kunye nonxibelelwano lomxumi kwisistim enye ukuze yonke indawo yokuchukumisa umthengi ibonise isazisi sebhrendi enye ehambelanayo kunokuba i-patchwork yezixhobo eziqhawulwe.

Imigaqo emihlanu yoYilo Lonke ishishini linokweba kwi-Starbucks

Awudingi ukwenza iimagi zeseramikhi okanye ugunyazise ifenitshala yesiko ukuze usebenzise ifilosofi yoyilo lwe-Starbucks. Imigaqo esisiseko iguqulela kumashishini anobuphi na ubukhulu, kulo naliphi na ishishini. Nantsi into esifundisa ukusetha kwakhona ikhonkco lekofu malunga nokwakha ukunyaniseka kwabathengi ngokuyila ngabom:

1. Isiginali esisigxina ngaphezulu kokulula. Imagi yeceramic ithi "lo mzuzu ubalulekile." Kwishishini lakho, oku kunokuthetha ukuthumela i-invoyisi ye-PDF enegama endaweni ye-imeyile ecacileyo, okanye ukusebenzisa iphepha lobuchwephesha lokubhukisha endaweni yokucela abathengi ukuba "bandibhalele nje." Iimpawu ezincinci zotyalo-mali zixelela abathengi ukuba baxatyisiwe.
2. Uyilo lokuhlala, kungekhona nje i-throughput. I-Starbucks ifunde ngendlela enzima ukuba ukulungiswa kwesantya kunokuphelisa ubudlelwane obuqhuba ingeniso. Ukuba inkqubo yakho yokungena ibalekisa abathengi ngeefom, ushiya unxibelelwano etafileni. Thatha ixesha lokuzenzela wena.
3. Yenza amava amiselweyo awona mava angcono. Iimagi ezintsha ze-Starbucks azilonyulo olukhethwayo — zisemgangathweni kubathengi be-dine-in. Ngokufanayo, inkonzo yakho yesiseko kufuneka uzive iprimiyamu. Ukulandelela okuzenzekelayo, izindululo ezicocekileyo, kunye nembali yabathengi elungelelanisiweyo akufanele igcinelwe abathengi bakho abakwinqanaba eliphezulu.
4. Susa i-friction kwi-comfort. Isitulo esikhulu esithambileyo siyasebenza kuba ukuhlala kuyo kufuna umzamo we-zero. Faka oku kumava akho edijithali: ukubhukisha ngokucofa-kanye, iindlela zokuhlawula ezigciniweyo, iiphothali zabaxumi apho abathengi banokufumana ii-invoyisi zabo kunye namaxwebhu ngaphandle kokukuthumelela i-imeyile.
5. Vumela uyilo uthethe. I-Starbucks ayizange iqhube iintengiso zisithi "sikukhathalele kwakhona." Bavumela imagi kunye nesitulo ukuba zinxibelelane. Iisistim zakho kufuneka zenze okufanayo - ukuhamba komsebenzi eyilwe kakuhle kuthetha ngaphezulu kunengxelo yobuthunywa.

Ixabiso lokwenyani lamava oMthengi aqhekekayo

Ingxaki yeStarbucks yayingekokuba iyekile ukukhathalela abathengi. Kukuba izigqibo zokusebenza - i-odolo yeselula, i-drive-through expansion, i-cost-cutting on the furnishings - idale amava waziva ngathi inkampani iyekile ukukhathalela. Injongo kunye nokuqonda kwahluka. Lo ngowona mgibe amashishini amancinci awela kuwo xa edibanisa iisistim eziqhawukileyo.

Khawuthathele ingqalelo imeko yehlabathi yokwenyani: umxhasi ubhalela udliwano-ndlebe ngeCalendly, ufumana i-invoyisi nge-QuickBooks, ufumana ii-imeyile ezilandelelweyo kwiMailchimp, kwaye ajonge ubume beprojekthi eTrello. Isixhobo ngasinye sisebenza kakuhle ngabanye, kodwa umxhasi ufumana ujongano olune olwahlukeneyo, iilwimi ezine zoyilo ezahlukeneyo, kunye nokuqhubekeka kweqanda. Baziva ngathi basebenzisana namashishini amane awohlukeneyo. Ngokutsho kwengxelo ye-Salesforce ye-2024, I-73% yabathengi balindele ukuba iinkampani ziqonde iimfuno zabo kwii-touchpointskodwa kuphela i-29% ithi amashishini anikezela ngokwenene kuloo lindelo.

Esona sitatimende sinamandla asiyiyo le uyithethayo malunga neshishini lakho - kukuhambelana kwamava owazisayo. Sonke isixhobo esinqunyanyisiweyo, zonke iindawo zokuthintela ezingahambelaniyo, ngalo lonke ixesha umthengi kufuneka aziphinde, yindebe yephepha kwihlabathi lemagi yeceramic.

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Kungoko ukudityaniswa kweendlela kwimicimbi yesoftware yeshishini. Xa i-CRM yakho, i-invoyisi, ukubhuka, ulawulo lweprojekthi, kunye nonxibelelwano lomxhasi luhlala ngaphakathi kweqonga elinye - njengoko benzayo kwiinkqubo ezifana neMewayz - yonke intsebenziswano izuza njengelifa idatha efanayo, uyilo olufanayo, kunye nokuqonda okufanayo ukuba ngubani umthengi. Umxhasi obhala idinga ubona kwaloo ndibano ichazwe kwi-invoyisi yakhe, i-imeyile yokulandelela, kunye nembali yeakhawunti. Olo qhubekeko lulingana nedijithali lokunikwa imagi yeceramic endaweni yekomityi yephepha.

Ukubuk' iindwendwe njengeModeli yeShishini, Hayi nje imvakalelo

Into eyenza iqhinga lika-Niccol e-Starbucks lifundise ngakumbi kukuba akaqulunqi ububele njengenyathelo elithambileyo, lokuziva wonwabile. Uyiqulunqa umqhubi wengeniso. Idata iyamxhasa. Uphando oluvela kwi-Deloitte lufumanise ukuba abathengi abanamava akhuthazayo ngokweemvakalelo kunye ne-brand bachitha ukuya kuthi ga kwi-140% ngaphezulu kwabo banengxaki. Uphononongo loShishino lwaseHarvard lubhale ukuba ukwandisa ukugcinwa kwabathengi nge-5% kuphela kunokunyusa inzuzo nge-25-95%. Ukubuk' iindwendwe ayisosichasi sokusebenza kakuhle - sisiseko sokukhula okuzinzileyo.

Kumashishini asekelwe kwinkonzo - ii-arhente, ii-freelancers, abaqeqeshi, ii-salon, iikliniki - oku kunamandla ngakumbi. Imveliso yakho yi ngamava. I-massage therapist enenkqubo yokubhukisha ekhumbula izinto ezikhethwa ngabaxumi, ii-invoyisi zayo zifika ngokukhawuleza, kwaye ulandelelo lwakhe luziva ngathi lulolwakhe alunikezeli nje ngenkonzo engcono. Bakha umjelo womlambo ekungekho mntu ukhuphisana naye unokuwuwela ngokucutha ixabiso. Ezi ziinkcukacha ezivelisa uphononongo lweenkwenkwezi ezi-5, ukuthunyelwa, kunye nokunyaniseka okuhlanganisa iminyaka.

Amashishini aqhuba kakuhle kwishumi leminyaka elizayo ayizukuba ngawona anezona mpawu okanye awona maxabiso aphantsi. Baza kuba ngabo, njenge-Starbucks phantsi kwe-Niccol, baqonde ukuba zonke izigqibo zokusebenza sisigqibo soyilo, kwaye isigqibo ngasinye soyilo yingxelo malunga nokuba babaxabisa kangakanani abantu ababasebenzelayo.

Uzakhela Eyakho "I-Ceramic Mug Moment"

Into enokuthi ithathwe ekusetweni ngokutsha kwebrendi ye-Starbucks ayikho malunga nekofu okanye ifenitshala. Imalunga nokuphicotha ishishini lakho usenzela iindawo apho ukusebenza ngokuzolileyo kuye kwawatshabalalisa amava. Qala ngokwenza imephu yohambo lomthengi wakho ukusuka kuqhagamshelwano lokuqala ukuya kwintengiselwano egqityiweyo kwaye ubuze umbuzo ube mnye kwinqanaba ngalinye: ingaba oku kuvakala njengemagi yeceramic okanye ikomityi yephepha?

Jonga inkqubo yakho yokubhukisha — ingaba inebrendi, ayinamthungo, kwaye iyasebenziseka kwiselula, okanye ifuna ii-imeyile zokubuyela emva naphambili? Hlola i-invoyisi yakho - ngaba ifika ngokukhawuleza kunye nemigaqo ecacileyo, okanye ngaba abathengi kufuneka bakuleqe? Ukuphonononga ulandelelo lwakho - ngaba lwenzelwe umntu kwaye lufike ngexesha, okanye luqhelekileyo kwaye alunakwenzeka? Indawo nganye kwezi lukhetho loyilo, nokuba uyenzile ngabom okanye ngokungagqibekanga.

Amaqonga anamhlanje akwindawo enye enze ukuba kube lula kakhulu ukuhambisa olu hlobo lwamava adibeneyo ngaphandle kohlahlo lwabiwo-mali lweshishini. Ngokomzekelo, i-Mewayz, inika amashishini ukufikelela kwiimodyuli ezingaphezu kwe-200 - ukusuka kwi-CRM kunye ne-invoyisi yokubhukisha, ukuhlawula, kunye nohlalutyo - phantsi kophahla olulodwa, ukuqinisekisa ukuba idatha kunye nolwimi loyilo luhlala luhambelana kuyo yonke intsebenziswano yabathengi. Kodwa kungakhathaliseki ukuba zeziphi izixhobo ozikhethayo, umgaqo uhlala ufana:uyilo oluyinjongo kuyo yonke indawo yokuchukumisa yeyona nto isetyenzisiweyo yokukhuphisana inzuzo kwishishini elincinci.

I-Starbucks ichithe iibhiliyoni ifunda eso sifundo. Ungayifunda kwimagi yabo yeceramic — kwaye uyisebenzise phambi kokuba ikofu yakho yasekuseni igodole.

Imibuzo Ebuzwa Rhoqo

Kutheni i-Starbucks ibuyise iimagi zeceramic kunye nezitulo ezitofotofo?

I-CEO uBrian Niccol uye waqaphela ukuba i-Starbucks iye yaphambuka "kwindawo yesithathu" ngokutshintsha iimagi zeseramikhi ngeekomityi zephepha kunye nokutshintshela izitulo ezimfumamfuma kwizitulo eziqinileyo. Uhlenga-hlengiso ngokutsha yayilicebo langabom lokubuyisela amava evenkileni, ukukhuthaza abathengi ukuba bahlale, kwaye bakhe ngokutsha ukunyaniseka kophawu lweemvakalelo — kubonisa ukuba ngamanye amaxesha awona manyathelo oshishino anamandla amiliselwe kubulula kunento entsha.

Uyilo lwendawo ebonakalayo lunefuthe njani kwimbono yophawu?

Yonke indawo yokuchukumisa yomzimba — ukusuka kwindawo yokuhlala ukuya kwisiselo esinxilisayo — inxibelelana ngexabiso lebhrendi kubathengi. Ukutshintsha kwe-Starbucks kubuyele kwiiseramics kunye nefanitshala ekhululekileyo ibonakalisa imfudumalo kunye nobubele, iqinisa indawo yayo yeprimiyamu. Kumashishini alawula ubukho bebhrendi yawo kwi-intanethi, amaqonga afana Mewayz abonelela ngeshishini lemodyuli engama-207 eqala kwi-$19/mo ukuqinisekisa ukuba yonke indawo yokucofa yedijithali inenjongo ngokulinganayo kwaye iyahambelana.

Yintoni enokufundwa ngamashishini amancinci kwiqhinga lokuyila kwakhona i-Starbucks?

Isifundo esingundoqo kukuba isazisi sophawu sihlala kwiinkcukacha abathengi abanxibelelana nabo ngokwasemzimbeni. Amashishini amancinci kufuneka aphicothe yonke indawo yokucofa umxhasi - ukupakishwa, ukwakheka kwevenkile, ujongano lwedijithali - ukulungelelaniswa nesithembiso sabo esiphambili. Kunokuba uleqe iintsingiselo, gxila kwinto eyenze ukuba abathengi bakukhethe. Izixhobo ezifana neMewayz zinceda amashishini alungelelanise imisebenzi ukuze akwazi ukunikela amandla amaninzi kwezi nkcukacha zichaza amava.

Ngaba utyalo-mali kumava omthengi lusebenza ngakumbi kunentengiso?

Indlela ye-Starbucks icebisa ukuba ewe - U-Niccol ubeke phambili ukuyila kwakhona amava asevenkileni ngaphezulu kokusungula amaphulo entengiso akhanyayo. Uphuculo lwamava olwenyani luvelisa amazwi omlomo kunye nokunyaniseka okuhlala kuhlawulwe intengiso ehlawulweyo kaninzi ayinakuhambelana. Ezona mpawu ziphumeleleyo zityala kuzo zombini, kodwa xa uhlahlo lwabiwo-mali luqinile, ukuphucula olona hambo lwabathengi ngokuqhelekileyo luzisa imbuyekezo eyomeleleyo yexesha elide kunokunyusa inkcitho yentengiso yodwa.