Доклад. Адам Ховелл. Киев. lost&found bar: "niche market"
TRANSCRIPT
NICHE MARKETlost & found
kyiv
[the kyiv bar scene]
early 2014:‘new’ parovoz opens
2015: cocktail boom
2016: who doesn’t have a bar‽
[the good news]
small, but growing community of competent bartenders
most ‘good’ bars are commercially viable
mature audience:new trust in bartenders, but also
more demanding
[the bad news]
still not enough bartenders
there’s a new bar every week
the ‘mature audience’ is still relatively small
[a few initial conclusions]
1) you have to be ‘good’ AND ‘different’
THEN:quality is enough to attract guests
NOW:quality is a necessary, but
insufficient condition
2) expectations, and tastes, willchange and diversify
THEN:a ‘good’ bar is . . .
NOW:a ‘good’ bar is one that fits me
i.e. the market will segment not only by quality and price, but by
‘atmosphere’
[case: lost & found]
no:
menu*
beer/wine/cider
DJs/bands
food*
reservations
advertising
yes:
cocktails
our cocktailsguest cocktailsclassic cocktails
home
“makes you feel right at home”“tiny and cozy, feels like home”“cама атмосфера в этом заведении-
как в семье”“ самый ‘домашний’ бар Киева”
conversation
okay, okay: food
really, really good foodfor really, really special
occasions
music
+ a healthy dose of weird
[some numbers]
seats:bar – 10
bench – 15+ standing roomtotal area: 36m2
cocktails made:friday: 150-200
saturday: 100-150weekdays/sunday: 30-50
avg. drink price:~120
average check:400+
pour cost:~30%
[how it works]
lesson #1:have a story
Lesson #2:spend wisely, or:
you can’t buy atmosphere
Lesson #4:hire people, not skills
Lesson #3:invest in people
teach. learn.
compensate and motivate:base salary
% percent of profitcocktail development budget
employee discounttime
Lesson #6:do your homework
Lesson #5:do what you love,love what you do
see you wednesday