1. Social Coffee Project
“Social Value Coffee on Social Commerce”

2. Social Coffee ?
• Online Based New Coffee Sales Method which
is satisfying the following conditions
Goal : “Social Change”
in the Coffee exporting Country
Trade Type : Direct Trade
Marketing Tool : Social Network
Sales Method : Online Social Commerce

3. Social Commerce ?
• Definition from Wikipedia
• Our Definition
– “One day Special Deal on the Social
Network(likes Facebook or Twitter)”
Social commerce is a subset of electronic commerce that
involves using social media, online media that supports social
interaction and user contributions, to assist in the online
buying and selling of products and services.

4. PREMIEUM RWANDA
SOCIAL VALUE COFFEE
“Now on Social Commerce”
TODAY ONLY !
Xth of DEC, 2010

5. Our Product
1. Christmas Gift Set
9 9
500g of Social Coffee
+ Special AGASEKE (Box, Basket)
+ Air Freight Delivery (3-4 Days)
+ Christmas Donation
0 0 0 KRW
(90$),
“ONLY 1000 SETs!”

6. “ONLY 1000 SETs!”
4 9
1 kg of Social Coffee
+ Air Freight Delivery (3-4 Days)
0 0 0 KRW
(43$),
Our Product
2. Social Coffee Set

7. Our Product
3. Bourbon Coffee Set
“ONLY 1000 SETs!”
6 9
1 kg of Bourbon Coffee
+ Air Freight Delivery (3-4 Days)
0 0 0 KRW
(60$),

8. • Taste control by q-grader(Global Cupping
Specialist by SCAA)
• Freshness control using DHL Air Freight
(in 3-5 days after roasting)
Quality Control

9. Taste Guaranteed Coffee!
Acidity
Body
Aroma
Finish
Flavor
KINUNU (6 DEC 2010)
Acidity
Body
Aroma
Finish
Flavor
Boubon (6 DEC 2010)
Acidity
Body
Aroma
Finish
Flavor
Maraba (6 DEC 2010)
Q-grader(Global Cupping Specialist by SCAA)

10. Traceable Coffee !
• 2010. 7. 21 Processed
– Water process
– MUSASA Washing Station
• 2010. 12. 5 Roasted
– Full City
– Gikondo, OCIR-CAFÉ
(Probat 1230)
• 2010. 12. 6 Ground
– Medium for paper filter
(Ditter, A1231)

11. BUSINESS GOAL
1500kg
Coffee
+Agaseke
+etc
Local Revenue
41,800 $
Donation
15,000 $
To sell 2000 Packages in a DAY
( 1000 Gift Set +
1000 Social Coffee Set )

12. Goal Impact
On Rwanda Coffee Industry
• To Maximize the profit of local companies
using the social commerce
• To control the freshness of Rwandan coffee
“Rwanda coffee = Always Fresh!”
Local
company
Our Project
Local company 5$ - green bean
20 $ - 11.5 $
roasted bean
in 3-5days after
Roasting
At least 30
Days after
shipping
Our Project

13. Social Change 1
- Coffee
20,000 $
will improve the life of coffee
farmers and bad bean pickers
=
Coffee 10 $ x 2000

14. Social Change 2
- Agaseke (Hand Craft)
Pouch
Agaseke
Box +
Basket
16$
2.3$
X 1,000
18,300 $
will make job opportunities to
the vulnerable women
=

15. Social Change 3
- Donation
Donation 15$ X 1,000
15,000 $
will help 300~500 students
(school fees, solar lamp)
=

16. Project Member
• RDB
• OCIR-CAFÉ
• Local Roasting Companies
– BOURBON COFFEE
– SOCOR (KINUNU)
– RWASHOSCO (MARABA)
• Social Commerce Companies

17. Before Toll Roasting, we can test
the market!
RWANDA NATIONAL COFFEE STRATEGY 2009-2012 DECEMBER 2008
MINISTRY OF AGRICULTURE & ANIMAL RESOURCES

18. Let’s add new key action which
can increase revenue dramatically!
RWANDA NATIONAL COFFEE STRATEGY 2009-2012 DECEMBER 2008
MINISTRY OF AGRICULTURE & ANIMAL RESOURCES

19. This new model can cover current
losses in washing stations!
RWANDA NATIONAL COFFEE STRATEGY 2009-2012 DECEMBER 2008
MINISTRY OF AGRICULTURE & ANIMAL RESOURCES

20. Risk of Organizer
Pouch
Agaseke
Box +
Basket
16$
2.2$
Photo 1$
Delivery
(Air Freight
+ Local Delivery)
20$ X 2000 = 40000
X 1000= 19200
< 59,200 $
to get back again after 1week ~ 1 month

21. Risk of Local Roasters
500 Kg of Quality Coffee
(1000 packages)
+ Roasting
+ Package
to be paid after 1week ~ 1 month