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    Date submitted
  • 13-Apr-2017

Hot brew on the go!

Abstract

We are revolutionizing the way people experience coffee.

In US, there are almost 34 million people that drink coffee “on-the-go”. Each one of those US residents are spending over 1000 dollars and 100 hours per year just going out to buy coffee. Adding to that there is an environmental problem since just last year almost 10 billion K-cups and more than 50 billion disposable cups ended up in landfills. UNA aims to revolutionize the on-the-go market by providing a solution that combines everything that people needs to brew, carry and drink their coffee.

Our solution is a smart, sustainable and portable coffee maker, that brews coffee on-the-go, that means anywhere and anytime, since it works with batteries. UNA developed a patent pending brewing mechanism that is space-optimized and allow users to brew more coffee in a much smaller space, and also guaranteeing a high quality coffee. The UNA Brewer will be the first smart coffee mug to actually brew coffee on-the-go. UNA is really easy to use! Just fill with any temperature water, insert a UNA’s biodegradable coffee pod, hit a button either in the coffee maker or in the mobile app, and within a few minutes the coffee will be ready! With the mobile app, users will be able to set timers for their coffee to be ready, track daily consumption, track caffeine intake, buy coffee for their friends, and reorder UNA Coffee Pods automatically when the UNA Coffee Maker identifies that they are running low of coffee.

We are not selling only a portable coffee maker and coffee pods, we are providing convenience in a world where coffee is essential (or vice versa?)!!

Video

Original YouTube URL: Open

Introduction Video

Photos

Additional Questions

Who is your customer?

Using the data gathered from surveys, interviews, and professional databases, UNA’s customer segmentation study generated information about three different groups of customers that can be reached in different stages of the commercialization. The group that offers the most potential to help leverage the launch and first-year’s commercialization is called Group 1. People from Group 1 presents the following profiles: - Coffee Lovers: people that really enjoy the beverage and drink at least one per day. - Age group: The age group is not considered a constrain, being the target audience from 15 to 60 years old. However, the group from 18 to 39 years old represents 46% of the people that drink coffee on-the-go, and they drink in average (per total coffee drinkers) 3.4 cups a day. (National Coffee Association, 2011, p. 17) - Household Income of over $50k: The interviews results showed up that the purchase power and purchase behavior of this group is compatible with the price point of the product. - Well educated: Those people are related to higher household income, and the need for high quality coffee. - Busy and on-the- go lifestyle: That aspect is related to the convenience that the product may bring. Some examples of the Group one are: commuters, students, professors, drivers, workers, campers, hikers, and much more!

What problem does this idea/product solve or what market need does it serve?

In US, there are almost 34 million people that drink coffee “on-the-go”. Each one of those US residents are spending over 1000 dollars and 100 hours per year just going out to buy coffee. Adding to that there is an environmental problem since just last year almost 10 billion K-cups and more than 50 billion disposable cups ended up in landfills. UNA aims to revolutionize the on-the-go market by providing a solution that combines everything that people needs to brew, carry and drink their coffee. Our solution is a smart, sustainable and portable coffee maker, that brews coffee on-the-go, that means anywhere and anytime, since it works with batteries. UNA developed a patent pending brewing mechanism that is space-optimized and allow users to brew more coffee in a much smaller space, and also guaranteeing a high quality coffee. The UNA Brewer will be the first smart coffee mug to actually brew coffee on-the-go. UNA is really easy to use! Just fill with any temperature water, insert a UNA’s biodegradable coffee pod, hit a button either in the coffee maker or in the mobile app, and within a few minutes the coffee will be ready! With the mobile app, users will be able to set timers for their coffee to be ready, track daily consumption, track caffeine intake, buy coffee for their friends, and reorder UNA Coffee Pods automatically when the UNA Coffee Maker identifies that they are running low of coffee.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

UNA has two main competitors: Mojoe and Hey Joe Coffee Mug. Both are startups and they are still looking for funding, however the Hey Joe Coffee Mug already shipped their first batch of products, which were 2 years late. The Mojoe is also late since they launched the pre-order stage with estimation to deliver the product in July, 2015, however so far nothing was shipped. Besides the fact that UNA is the only one that can actually brew coffee using batteries, the UNA brewer is more portable and mobile because of its size, it is battery powered and it has the convenience of the coffee pods. It also has a Bluetooth feature, which is exclusive, and allows customers to connect with smartphones, so users can set timers for their coffee to be ready, track consumption, manage levels of stock and automatically reorder coffee pods. Also the app will collect information about our customers’ preferences regarding coffee flavors, how many brews per day, and etc. UNA also provides a cream compartment, that according to our customer research, more than 60% of the Americans put cream as sweetener on their coffee. Finally, the Mojoe is not powered by batteries and uses ground coffee instead of pods. This is not convenient for an on-the-go device. The Hey Joe uses a method that cannot be considered brewing. It's an infusion of the coffee pod into warm water (like tea), not reaching a proper temperature for the extraction of the coffee. UNA will be the first coffee maker for the on-the-go customers, and the only that can actually brew coffee anywhere and anytime! UNA has a patent pending on top of the brewing mechanism, which allows users to brew more coffee in the same space, or the same amount of coffee in a much smaller space. Also we are the only company that is able to actually brew and extract coffee using batteries, since heating up water requires a huge energy discharge! So our product offers a management board that controls the cells of the battery and also allow users to connect with smartphones stepping into the IoT world!

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

We are in a prototype development stage, looking forward to launch the beta test stage within the next 3 months. We have talked to more than 1000 people, achieving an impressive 72% of people willing to buy our product, also UNA is developing the product people want! One example of that is the cream/sweetner compartment that according to our interviews more than 60% of Americans like to add sugar or cream in their coffee. Another way to validate our product came from our participation on events, conferences and competitions. The UNA team has participated of important initiatives and conquered valuable respect among the entrepreneur community in upstate New York! UNA was semi-finalist of the New York Business Plan Competition in 2015 and 2016 (NYBPC), finalist of the Saunders Business Model Competition (SBMC), it was part of the accelerator program: Saunders Summer Startup (SSS 2015), where the team conquered a bonus for the management performance in the program, and also a workspace at RIT (Rochester Institute of Technology). In the last few months, UNA’s exclusive and patent pending brewing mechanism was presented at the Brascon Conference in Harvard, at the biggest event of Rochester, NY (Imagine RIT), and was also finalist at the eMerge Americas Competition in Miami, FL. Finally, UNA made it to the Top 40 shortlist of the Kickstart Accelerator in Switzerland, from 844 applications all over the world. We know that coffee is something people love, and they are asking for better solutions for coffee on the go.