Case Study: The Local Leader's Journey
Follow David, a former barista, as he uses the 6ixSteps framework to launch and grow a beloved neighborhood coffee shop.
Step 1: Clarity
STEP 1.1
Finds His Ikigai
David connects his love for coffee, his skill as a barista, and his neighborhood's need for a 'third place'.
STEP 1.2
Defines His Core Mission
David's mission becomes 'to be the neighborhood's living room, a place to connect over world-class coffee'.
STEP 1.3
Identifies His Ideal Client
He focuses on remote workers who crave a space outside their home and locals who want a friendly meeting spot.
Step 2: Validation
STEP 2.1
Puts Assumptions to the Test
David's riskiest assumptions: Will people pay a premium for specialty coffee? Does his chosen location have enough foot traffic?
STEP 2.2
Gets Some Answers
His pop-up coffee cart is a huge hit, proving that locals are desperate for a quality coffee option in the neighborhood.
STEP 2.3
Makes a Decision
With a line down the block for his pop-up, David decides to persevere and start looking for a permanent location.
Step 3: Offer Stack
STEP 3.1
Designs His Offer Stack
David's value ladder includes free WiFi (lead magnet), drip coffee (entry), specialty espresso drinks (core), and a coffee bean subscription (premium).
STEP 3.2
Crafts His Tiers
He translates 'single-origin beans' into the outcome of 'a moment of daily discovery and delight'.
STEP 3.3
Prices His Offers
David prices his coffee above chains, justifying it with superior quality, atmosphere, and community connection.
Step 4: Launch
STEP 4.1
Creates a Launch Blueprint
David's goal is a soft launch to get 100 neighborhood regulars in the first week, using local flyers and Instagram.
STEP 4.2
Crafts His Message
David's messaging focuses on the pain of 'soulless chain coffee' and the solution of a 'neighborhood living room'.
STEP 4.3
Builds a Launch Calendar
David plans a 'coming soon' window display, a soft-launch weekend, and a grand opening party with a local musician.
Step 5: Growth
STEP 5.1
Builds a Growth Engine
David focuses on delighting customers by remembering regulars' orders and hosting open mic nights.
STEP 5.2
Finds His Levers
David tracks daily customers, repeat customer rate, and average transaction value as his key metrics.
STEP 5.3
Builds His First System
David creates SOPs for opening and closing procedures to ensure consistency for his new staff.
Step 6: Scale
STEP 6.1
Expands His Reach
David brainstorms starting his own roasting operation and offering coffee catering for local offices.
STEP 6.2
Builds His Team
David defines a role for a 'Lead Barista & Shift Supervisor' who shares his passion for coffee and community.
STEP 6.3
Creates His Vision
David's 3-year vision: become the neighborhood's beloved 'third place' and start roasting his own beans.