Imagine you are thinking of opening a coffee shop… Except you are going to everything different. You actually plan on opening 30 locations at the exact same time, funding them through crowdfunding, and having your investors vote on major issues like the menu and onsite events. Later this week, New Perspectives Café will launch membership sales campaign.
It all began when Jon Stewart – no, not that guy – came to the conclusion that technology has given consumers greater control and a better user experience in almost every market segment. But not food service. After a broad idea exploration Jon decided he couldn’t tweak the existing model but rather it needed an overhaul.
Jon turned to crowdfunding principals at every turn. If invested customers voted on more exotic menu items, he was likely to have a base of people buying them. If they selected an out-of-the box event, they were likely to attend and bring others. If they helped fund the restaurant, they would make 30 simultaneous grand openings a noteworthy event.
Each café, which is planned for on or near a major college campus, is targeting 370 members at a price of $50 each. They plan on opening cafés if they are slightly below their target and are able to accept significantly more members. Promotion of the membership drive will include student newspapers and local digital ads. Jon says they will ramp up their awareness campaign as necessary. The membership drive runs between February 24 and March 16, 2012.
See the rest of the revolutionary New Perspectives Café crowdfunding story.