Workshop Description: In today's saturated specialty coffee market, having exceptional blends or beautiful single origins isn't enough - you need a deep understanding of your competitive landscape and a clear brand positioning strategy to truly stand out. This comprehensive workshop will equip roasters with essential tools for analyzing the market and positioning your brand for growth. Understanding your competition is crucial for identifying gaps in product line offerings, price points, and approach to coffee that could become your opportunity. Without this knowledge, you risk becoming just another craft roaster or missing key differentiators that could set your brand apart. Through careful analysis of market trends and competitor strengths, weaknesses, opportunities, and threats, you'll discover how to carve out your unique space and create a compelling value proposition that resonates with wholesale and retail customers. Whether you're launching a new roasting business, expanding your wholesale program, or refreshing your existing brand, developing a clear mission statement, brand voice, and personality isn't just helpful - it's essential for sustainable growth. By understanding your target buyers and crafting a distinctive roasting identity, you'll create a foundation for meaningful customer connections and long-term success. Join us to learn how to transform market research into actionable brand strategy..
Date: Friday, April 25, 2025
Time: 1:30 p.m. - 4:30 p.m.
Room Number: 371AB
Category: Business
Booking: To book your place in this Workshop, head to the Specialty Coffee Expo Registration Portal and add a session to your order. Already registered? Simply enter your email address and badge code to access your booking and add other paid events to your badge.
Instructor
Darleen Scherer
Founder + CEO, Black Sheep
Darleen Scherer, founder of Black Sheep Coffee Collab, is a brand strategist & coffee entrepreneur.
She helps coffee brands grow by leveraging over 20 years of experience in the coffee industry as an entrepreneur and a marketer. From building coffee roasting companies to guiding businesses through challenges, Darleen has walked her clients' shoes and understands what it takes to succeed.
Recognized by: The New York Times, Roast Magazine, SPRUDGE, The Wall Street Journal
Industry Credentials:
Specialty Coffee Association - Presenter + Panelist, Former USBC Sensory Judge
Coffee Quality Institute - Arabica Q Grader
Coffee Fest - Presenter + Panelist
Coffee Roasters Guild - Former Executive Council Member