Business Model
A clear, craft-first model: we teach, equip and support tea practice — from personal ritual to professional service. Built on precision, transparency, and small-batch sourcing.
Value Proposition
We make tea mastery measurable and beautiful. Guests and partners gain repeatable results, sensory literacy, and tailored setups for Gongfu Cha, Matcha, and Samowar — turning parameters into patterns, and tastings into skills.
Customer Segments
- Enthusiasts & learners: individuals seeking guided practice and tasting structure.
- Food & beverage venues: cafes, restaurants, bars integrating serious tea programs.
- Corporate & cultural: teams, museums, and event hosts booking sensorial formats.
- Retail partners: concept stores and galleries for small-batch teaware and lots.
Offerings & Packages
- Workshops (levels 1–3): foundations, extraction dynamics, service choreography.
- Guided tastings: terroir flights, processing contrasts, water & mineral calibration.
- Private rituals: bespoke sessions for couples, creators, and collectors.
- B2B enablement: menu build-out, SOPs, staff training, and equipment spec.
- Curated goods: gaiwan, kyusu, chasen, pitchers, and limited seasonal tea lots.
Revenue Streams
Education & Experiences
- Public workshops (Berlin-Mitte) and travelling pop-ups
- Private bookings & gift vouchers
- Corporate team sessions & culture programs
Teaware & Small Goods
- Curated tools (gaiwan, kyusu, chasen, pitchers)
- Printed guides, tasting maps, timing wheels
- Limited seasonal tea lots & micro-samplers
B2B Consulting
- Menu architecture & water calibration
- Service training, SOPs, and workflow choreography
- Equipment specification & vendor coordination
Pricing Principles
- Transparent, tiered pricing by complexity and group size.
- Education discounts for students and community partners.
- Retainers for B2B programs with clear milestones and KPIs.
Channels
- In-studio sessions (Berlin-Mitte)
- Pop-ups & partner venues (culinary, design, cultural)
- Website, newsletter, and limited online drops
- Wholesale partnerships for teaware and printed materials
Key Activities
- Curriculum design & sensory mapping (anflug → kern → nachklang)
- Direct sourcing & lot documentation (origin, processing, water profile)
- R&D on extraction windows, water mineral profiles, and flow rates
- Community events and brand collaborations
Key Resources
- Tea studio in Berlin with calibrated water setup
- Small-batch inventory of teaware and seasonal teas
- Proprietary tasting maps, timing wheels, and teaching IP
- Network of growers, artisans, and hospitality partners
Key Partners
- Producers & importers aligned on traceability and small lots
- Design & print studios for educational materials
- Hospitality venues for residencies and menu integration
Cost Structure
- Tea lots & teaware inventory (small batches)
- Studio rent, utilities, and water system maintenance
- Teaching time, staff training, and R&D
- Design, print, and packaging for guides & samplers
- Travel for sourcing and partner pop-ups
Metrics & Learning Loops
- Workshop repeat rate and NPS from post-session surveys
- Extraction precision: target adherence to timing/temperature
- B2B outcomes: beverage margin lift, prep time reduction
- Inventory turns on teaware and seasonal lots
Sustainability & Ethics
- Fair pricing and transparent origin notes per lot
- Minimal packaging, recycled or reusable where possible
- Water and energy efficiency in studio operations
Risks & Mitigations
- Supply variability: diversify by region and season; keep micro-sampler formats.
- Education capacity: train adjunct hosts; publish structured guides.
- Equipment delays: maintain approved alternates and lead-time buffers.
Roadmap
- Q1: Launch Level‑2 curriculum & tasting map 2.0
- Q2: Two-city pop-up series and B2B starter package
- Q3: Limited online drops of teaware + printable guides
- Q4: Residency with partner venue; release annual lot compendium