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101 lines
3.8 KiB
Markdown
101 lines
3.8 KiB
Markdown
# Basecamp Coffee Loyalty Program
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## Project Overview
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Basecamp Coffee is a specialty coffee chain with a struggling loyalty program. I'm the new manager inheriting this program and have 3 months to turn it around.
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**Mission:** Transform the loyalty program from a failing points system into something that actually drives engagement and retention.
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---
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## The Problem
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The program has **no personality**. It's purely transactional.
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### Key Metrics (Alarming)
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- **Signups doubled** (1,850 → 4,120) but **active users collapsed 60%** (1,200 → 480)
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- **30-day retention:** 45% → 27% (73% leave within a month)
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- **90-day retention:** 28% → 14% (only 1 in 7 stay engaged)
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- **Visit frequency:** Every 4.2 days → Every 10.4 days
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- **ROI:** 0.5x (spending $2 to generate $1)
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- **89% stuck at lowest tier** - tier system has no pull
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- **Brand NPS:** 65-68 (stable) | **Program NPS:** 34 → 12 (collapsing)
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### Root Cause
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Customers literally said: *"I go to Starbucks when I want rewards, here when I want good coffee."*
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The program is disconnected from what makes Basecamp special. It's a generic points tracker with no emotional connection.
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---
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## The Solution: Coffee Personality Quiz
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Help members discover their coffee identity. Give the program personality by giving MEMBERS personality.
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### What This Solves
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- **The app gets a reason to open** - your profile, your type, your recommendations
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- **Referrals become identity sharing** - "I'm a Summit Chaser. I think you might be one too."
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- **Social sharing becomes natural** - "I'm an Espresso Explorer!" is shareable. Points are not.
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- **Personalization becomes possible** - seasonal recommendations based on your type
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- **The program gets a personality** - finally, something that could only be Basecamp
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### Coffee Personality Types (Proposed)
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- **Summit Chaser** - bold espresso drinker who wants intensity
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- **Trail Guide** - reliable medium-roast person who values consistency
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- **Morning Hiker** - early riser who needs their fuel
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- **Campfire Storyteller** - social coffee drinker who meets friends
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- **Basecamp Regular** - creature of comfort who orders the same thing proudly
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---
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## Stakeholders
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- **Dana** - Direct manager, needs regular updates
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- **Leadership** - Cares about ROI and measurable outcomes
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- **Store Managers** - Need something baristas can actually explain and promote
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- **Baristas** - Frontline, know what customers actually ask for
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---
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## Brand Voice
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Basecamp Coffee is:
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- Warm and welcoming, not corporate
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- Outdoor/adventure themed (it's in the name)
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- Authentic and human
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- Focused on the craft of coffee
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The loyalty program should FEEL like Basecamp - not like a generic corporate rewards system.
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---
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## What's Been Done So Far
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1. **Data analysis** - reviewed member_data.csv, identified the engagement collapse
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2. **Competitor research** - analyzed Dutch Bros, Starbucks, Roast & Co., Evergreen
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3. **Customer feedback synthesis** - 4 months of feedback analyzed
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4. **Sub-agent review** - got perspectives from Exec, Product Designer, Barista Lead
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4. **Strategic gap analysis** - identified what nobody in the market has built
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### Key Files
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- `data/member_data.csv` - raw member data
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- `analysis/comprehensive-research-synthesis.md` - cross-source analysis
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- `reviews/synthesis-feedback.md` - sub-agent perspectives
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- `analysis/competitor-best-practices.md` - competitor research
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- `analysis/loyalty-flyer-redesign-brief.md` - previous campaign brief
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---
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## Next Steps
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1. Build the Coffee Personality Quiz
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2. Redesign the first-time signup experience
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3. Replace tier system with Discovery Levels
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4. Create physical totems (stickers, cards) for personality types
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5. Launch pilot with 500 customers
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---
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## Timeline Pressure
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We have **1-3 months** before leadership is forced to consider shutting the program down. The path forward is clear. Time to build it.
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