Quala-Tea Week 2: First Cient Meetings

Nela (our client) wanted to meet up with one representative from each of the five Nela's Chai teams every week. Before that meeting took place on Tuesday we brainstormed a series of questions as a group that our representative could ask Nela to broaden our understanding of what she wanted from us as a client and to share some ideas that we had for her:

Questions for Nelas Chai


  • Who is your target audience / desired target audience?
  • What are you currently doing to market your tea?
  • What do you want from us?  
  • How much are you selling pw?
  • Who is working in the business and what are their roles?
  • Are you currently working on your website?
  • Where do you ideally see your chai being sold?  
  • Who brings you most revenue - cafes, bakeries, chemists, or galleries? Do these places sell or serve it?
Current Ideas for Nelas Chai

  • Teapot to sell. Does this teapot sell to businesses along with nelas chai, so that in l
  • Lunch breaks staff members can sit down and enjoy chai together. Pitch to the bosses that it will help bring your team together.
  • Teabag chain / tea infuser.
  • Stalls
  • Small shop? - costly.

After the meeting on Tuesday, this was the response we got back from her:


STORY

  • Started her business at home
  • She personalized her brand by using her own name
  • She stands for freedom and her chai is the means to do that
  • The love and work she put into her chai is a translational thing, transferring her love from the chai to the people who drink it.
  • Nela’s chai is vegan
BUDGET
  • $100,000
MOST REVENUE
  • Moore Wilsons
TARGET AUDIENCE
  • Foodies, Kids, Working adults
  • Not for the Indian market unless it’s the younger generation
AIMS
  • To inspire people, to encourage them to take a break from the day and unwind from the stress
  • She notices that people who goes to work in the morning are like ‘zombies’. They rarely smile and it makes the world seems like a machine where everyone is just drawing the blank. She hopes her chai could be a stimulus to change this culture, and bring an element of love to it.
  • Having that ‘liking of each other’ kind of vibe
  • She believes we live in a fear-based world but that we shouldn’t be as it’s not always about money. She hopes that her chai is an opportunity for that change.
  • Wants her brand to go international.
GOALS
  • Bringing out new product– curry with all spices and no preservatives. Consider the packaging – due to budget she’d prefer it to have a similar form to the chai pouch. And would want it to be in gold color.
  • Have chai in a bottle packed with exact amount of ingredients such as tea leaves…
  • Hopes to sell it in supermarkets in future.
  • To have more collaborative businesses. E.g collaborating with coffee makers, inventing interesting combinations like Dirty chai (coffee+chai), or chai cookies, chai gelato etc… Her chai syrup can be used for baking
  • To educate people that the best chai is HOT chai (as a lot of cafes mixes it with frothed milk, also does not need extra cinnamon as ingredients are all balanced)
DESIGN
  • Have a design that attracts people. This can be applied to the table cloth she uses for her booth at Moore Wilsons, or a sign/banner, or poster (she’s currently using an easel but would love to have a better and smarter way to display that)
  • Table no. display in cafes that has little posters with it.
  • Simplifying her logo for marketing collaterals like invoices and such…
SOCIAL MEDIA
  • Would like to see some effort put into Facebook, Instagram, Website.
  • Nela’s daughter was helping her with her social media accounts but she now does it alone
  • Would like to inform people about the benefits of the spices used in chai, and wants to post them on her social media weekly.


WEBSITE
  • She’s not working on it at the moment
  • The platform she uses for her current website is Wordpress but would like to change it to Wix as she finds it more user-friendly. Something where she can log in to edit things from time to time.
  • Having more videos on her website
  • Emphasizes on posting recipes in her website
ADVERTISING
  • “If you can’t taste or smell it, why would you buy it?”. e.g Free tasting at Moore Wilsons

We examined these responses and used them as a framework to refine our ideas and plan our approach to working with Nela as our client. 

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