Baristina is a coffee machine developed to provide high-quality, fresh coffee. Versuni aims to enter the hotel sector with Baristina to generate additional revenue streams and address the need for a superior coffee experience in hotels. This report details the strategic plan for introducing Baristina into the hospitality market, leveraging its unique value propositions.

Desk research highlighted several critical findings. There is a noticeable gap between guests’ taste expectations and the actual coffee offerings in hotels. Hygiene concerns emerged as a potential barrier to adoption, as guests and hotel staff worry about the cleanliness of in-room coffee machines. Additionally, the sustainability challenges associated with capsule machines, pose a considerable issue for hotels aiming to implement eco-friendly practices.

Survey conducted with 87 hotel guests revealed that capsule machines currently dominate the market. The survey also found that some guests bring their own coffee supplies, indicating dissatisfaction with the current offerings. The importance of taste was a consistent theme, emphasizing the need for a high-quality coffee experience.
Interviews with hotel managers provided further insights. Sustainability is increasingly important in hotel operations, with many hotels seeking sustainable coffee practices. High-quality coffee is a priority, but there are concerns about Baristina’s open bean container, which is seen as a critical barrier to adoption. Additionally, managers noted that guests and staff frequently steal pods, adding to the operational challenges.

The proposed business model for Baristina includes leasing the machines with an optional add-on for a custom Baristina bean blend. This model addresses the key blocker of high upfront costs, making it more attractive for hotels to switch to Baristina. Validation interviews with hotel managers confirmed that while they were positive about Baristina, the open bean container remained a key blocker. Most chain hotels purchase through supplier platforms, and speed of service is a priority, as hotels often replace broken machines rather than waiting for warranty repairs. While beans were not the strongest selling point, hotels expressed interest in participating in a pilot program and showed willingness to switch to Baristina.

The final recommendation includes introducing Baristina with a locking bean container, utilizing a leasing model, targeting mid-upscale hotel segments, leveraging supplier platforms, and implementing a phased rollout plan, starting with pilot programs in smaller hotels to build credibility and gather feedback, expanding to larger midscale hotels, and finally targeting upscale hotels.

To support the communication of the value proposition, two prototypes were developed: a marketing leaflet and a sticker for the bean container to simulate the locking mechanism. The leaflet is designed to help the sales team present Baristina to hotels, while the sticker addresses the critical hygiene concern.

In conclusion, Baristina represents a significant opportunity for Versuni to address critical issues in the hospitality industry’s in-room coffee solutions, providing a sustainable, cost-effective, and high-quality coffee experience for hotel guests. By executing the outlined strategy, Baristina is poised to become the preferred choice for in-room coffee solutions in hotels across Europe.