Episode 4 in the series following the opening of the Special Guests Coffee cafe in Marlebone, London. Join us as we hear more from Paul Ross about opening his cafe. There are valuable lessons for anyone thinking about getting into the cafe business or for people already operating cafes.  In this episode we catch up on progress with the cafe build out and what Paul has been up to since our last interview in April. We discuss, pricing and pricing strategies, customer journeys, competitive advantage, and new launch dates.  EPISODE TIMESTAMPS0.00 Highlights from WOC 3:10 Recap of events since our last call - delays in the build out 7:54 Pricing and product differentiation 10:52 pricing with cost plus percentage or cost plus amount 13:32 Pricing and value 15:45 High end coffee pricing 21:15 competitive advantage of special guests 22:01 - differentiator - not just coffee quality - total customer experience 27:53 Customer journeys - the ‘flat white’ customer and ‘pour over’ customer 34:00 pricing based on competitors, or not. 38:40 Business ecosystems - Importance of a diversified business model for resilience 47:08 Net revenue modelling and indicators for projecting revenues 55:22 - new opening schedule 57:30 Preview of the golden tickets launching soon - get an off menu coffee. Find out how.