Content map for a specialty coffee roaster that sells subscriptions online
Your content map: from “ground or whole bean?” to a subscription nobody cancels
We read your site, your subscription page and FAQ, your reviews and a competitor's reviews. This page shows the questions coffee buyers have before they subscribe, where each one leads, and what a week of our work would look like.
Example map. This is an example. It was made the same way as every map, from a real company's public information, and then anonymized: the name, the links and anything that identifies it were removed. The sources are named, not linked.
What we saw
Public signals about your company and your market.
- Your subscription page lists the coffees but doesn't say how often it ships, what each delivery costs or whether subscribing saves anything. Your subscription page
- Pausing and cancelling are explained in general terms (“where permitted by your subscription plan”). That fear is what stops people from subscribing. Your FAQ
- You offer whole bean or ground, but no page we read says which grind goes with which brewer, and your review summary mentions grinds that didn't match people's equipment. Your home page and your review summary
- You roast every day, but the freshness isn't visible: no roast date anywhere we looked. Your home page and FAQ
- Your reviews tell a story worth telling: people found you in a shop, then subscribed online, some of them more than ten years ago. Your reviews
What to expect at the start
It's normal to expect more subscriptions in the first month. What's realistic: in the first weeks you'll see saves, shares and questions about grind; subscriptions that name a piece usually arrive from the second month.
The service that fits you
Ungeneric Content Stream
Your customers decide in minutes and come back every month. A bag costs about the price of three coffees in a café, so what matters is being seen often and making the subscription feel easy and safe. Daily presence, in many formats, each piece answering one small question, is what moves someone from a single bag to a subscription.
The Engine needs long, high-value decisions to pay for itself, and nobody researches a coffee subscription for weeks.
What it takes to pay for itself
Your numbers, not ours. Change any of them and see how many new customers cover a year of the service. Nothing you type leaves this page.
Average revenue from one new customer in their first 12 months.
What's left after delivering the work.
Of the people who ask, how many buy.
Your map
Where your customers start, and where each problem leads, until they reach the step where they buy from you.
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N1 · Notices the problem
“Decaf always tastes bland”
A customer: “Usually if you buy decaf coffee it tastes quite bland, due to the decaf process.” Your reviews
Leads to: Which grind
-
N2 · Notices the problem
“I need a present for someone who has everything”
Gift buyers appear in your reviews and in a competitor's. Your reviews and a competitor's
Leads to: Buy a first bag
-
N3 · Compares options
“Whole bean or ground? I don't know what to pick for my machine”
One buyer chose whole bean because the recipient grinds fresh; others got a grind that didn't suit their equipment. Your reviews and your review summary
Leads to: Try first
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N4 · Compares options
“I'd rather try one bag before I commit”
A competitor's customer: “I bought the one-off box just to try out… I'll subscribe.” A competitor's reviews
Leads to: Buy a first bag
-
N5 · Compares options
“Is it really fresh when it arrives?”
Your site promises daily roasting without showing roast dates. Your home page and FAQ
Leads to: Pause or cancel
-
N6 · About to choose
“What if I want to pause or cancel?”
Your FAQ answers in general terms, with no cut-off date. Your FAQ
Leads to: Start a subscription
-
N7 · Comes back
“I never want to think “do I have enough beans?” again”
A subscriber: “I never have to think about ‘do I have enough beans or should I order.’” Your reviews
Leads to: Start a subscription
Where it leads
- D1. Start a subscription
- D2. Buy a first bag
A month of work
One week developed in full on one stop. The other stops, with the piece that would lead their week.
The stop we developed
N3 · Compares options
“Whole bean or ground? I don't know what to pick for my machine”
Pieces
- Short video
- Same beans, three grinds: what happens in a cafetière, an espresso machine and a filter
See the difference → Try first - Carousel
- Which grind for which brewer, in 30 seconds
A guide to save → Buy a first bag - Image
- Not sure? Choose whole bean (and here's why)
Take the decision off their hands → Buy a first bag - Short post
- “He likes to grind fresh, so I chose whole beans”: what our customers pick
The customer's voice → A gift that lands - Short video
- What the roast date on a bag tells you
Show the freshness → Really fresh? - Carousel
- Change grind, pause or skip: the subscription in three taps
Remove the fear of committing → Start a subscription
What would make it yours: What people ask you at markets and in shops, which coffee you'd give a first-timer, and how many days a bag really takes from roasting to someone's door.
The rest of the month
- N1 · Bland decaf
Our decaf, tasted blind against a regular coffee
- N2 · A gift that lands
Three coffees for someone who has everything
- N4 · Try first
One bag first: which one to pick to try us
- N5 · Really fresh?
From the roaster to your letterbox: how many days
- N6 · Pause or cancel
Pausing takes ten seconds: we show you
- N7 · Never run out
The day your coffee arrives before you run out
What you could see, and when
Content rarely gets clean credit for a sale, so we report three levels, each one separate and never added up.
- Direct
“This month, 9 new subscribers said at checkout that they found us through the grind guide.”
- Estimated
140 visits to the subscription page came from your profile. If 1 in 20 subscribes and a subscriber spends about US$180 a year (assumption), that's about US$1,260 a year in new subscriptions.
- Directional
The grind carousel was saved 300 times, and grind questions in your inbox went down.
Fewer people write to ask about grind or cancelling, and new customers start with a subscription instead of a single bag.
Assumptions in this map
- A subscriber spends about US$180 a year.
- 1 in 20 profile visits to the subscription page ends in a subscription.
- You post on Instagram, TikTok and Facebook.
What Deiji adds to your map
- Every week, 28 pieces hanging from the stops on your map, in your voice, with design and voice, ready to publish. One per network per day.
- Friday, about 15 minutes: you review, approve and schedule the week from one place.
- Every month, a report by stop, at the three levels, and the mix for the next month.
- Your map, kept alive: the stops that respond get more weight; the ones that don't are replaced.
Founding terms · Ungeneric Content Stream
- Price. 1,500 USD the first month, discovery included. From the second month, 1,200 USD a month, month to month with 30 days' notice.
- Guarantee. Founding clients: if after the first month, with everything delivered, you aren't satisfied, we refund that month.
- Ownership. Everything we produce for you, and your accounts, are yours.
Want yours?
Get your content map · US$29.99
Credited if you hire us within 30 days. Full refund within 14 days if it isn't useful to you.