Thank you for watching the video! Now that you’ve been introduced to my product, let me tell you more about the story behind The Sophisticate’s Chai. Seven years ago my husband was slogging through graduate school and our family was squeaking by on loans from Uncle Sam. With the holidays approaching, we wanted to buy presents for our two young boys and our extended family. But the painful, constant pinch of our pocketbook left us hopeless. And then a Christmas miracle occurred.
Relying on my past experience as a coffee barista, I created a unique gift that I hoped would delight my family: masala chai. I’m assuming that most of you who watched the video and are reading this are already familiar with masala chai. But for the curious newcomers, masala chai is a spiced tea that is mixed with milk or a milk substitute. The tea and dairy combination produces a perfect blend of creamy comfort and spicy kick. I enjoyed drinking chai while a barista, but I always felt that the chai products on the market were bland, unable to fulfill the potentiality of the drink. So, in a moment of necessity and relying on an intuitive creativity, I concocted and brewed my first batch of original masala chai and shipped it off to my relatives. They loved it and asked for more.
In my case, necessity was the mother of invention. But if necessity is the mother of invention, then tenacity is the father. After that original Christmas batch seven years ago, I worked hard to tweak my chai recipe in order to attain a nuanced, elegant, and savory blend. I continued to give my chai to countless friends and relatives, all who declared it to be the best they had ever tasted. And many of them suggested that I try to market it. During the past year I’ve been laboring to do so and I’m now ready to get my chai past my front door and into your hands.
You’re probably asking, like many have asked, “Why name your drink The Sophisticate’s Chai?” While brainstorming about the character of my drink, I came across a phrase by Leonardo Da Vinci that inspired the name. Da Vinci said, "Simplicity is the ultimate form of sophistication." I believe my chai embodies this thought. Its unity of simple ingredients—tea, spices, sugars—combine to form a sophisticated flavor. It’s wonderfully balanced in taste, and smooth and spicy on the palate. It’s versatile, maintaining its delicious flavor served either hot on a crisp night or chilled on a hot day. It provides comfort and a contemplative mood for the solitary drinker. But it also complements the joy and laughter of a group of friends. It’s the refined drink of the everyman.
The people that have come to appreciate my chai embody the soul of sophistication as well. Far from being snobbish, they value the simple things in life without sacrificing style, creativity, and class. Spurred by an adventurous spirit, they study the world and love sharing new discoveries with friends. And they celebrate community, working hard to improve themselves for the sake of improving others. Simplicity, creativity, community, and an adventurous spirit: these are the hallmarks of sophistication and foundational elements of The Sophisticate’s Chai.
In order to get my chai over the threshold of my front door and into your hands, I need your help. My plan is to initially produce The Sophisticate’s Chai in a liquid concentrate for you to purchase online, in supermarkets, and in coffee shops. Through generous gifts from family members over the years, I’ve been able to get past the research and development phase of my chai concentrate. But in order to move to the next phase, the mass production of the liquid concentrate, I need to raise funds through your generous contributions. The money that I raise on Kickstarter will help fund the production, bottling, shipping, and marketing of the liquid concentrate chai.
But the fruits of your good deed do not end there: Your contributions will also be used to fund my development of a unique chai. In the near future, The Sophisticate’s Chai will offer a ready-made, on-the-go chai in individual servings. The dairy will already be added and mixed with the tea. Most chai's are sold only in concentrate form that requires the addition of milk and mixing. While the concentrate is great for coffee shops and home consumption, it can be inconvenient for those on the go. Individual, ready-made servings are perfect for our increasingly mobile society. The individual, ready-made, on-the-go chai is largely an untapped market. Production of this product has unique costs associated with development and processing that your contributions will help fund.
So whether you’re ready to slow down with a warm cup of chai and a good novel, or if you're on the run with a chilled bottle of chai to power you past a looming deadline, The Sophisticate’s Chai will be there for you. Come along side of me and share in my project by contributing to the cause of sophistication! Check out the incentives on the side of the screen and please consider contributing at the level that is best for you. Thank you for kickstarting my project and thanks for spreading the good news of The Sophisticate’s Chai!
See what people are saying about The Sophisticate's Chai: http://www.youtube.com/watch?v=GNyWIm8Eo5o&feature=youtu.be
Risks and challenges
Our challenge is to adequately distribute and market The Sophisticate's Chai in a way that establishes a foothold in the tea industry and then gains market share. We have already sampled our chai recipe with hundreds of individual tasters and we are confident that we have a product consumers want to purchase.
This challenge can be further broken down into:
1. We want to promote The Sophisticate’s Chai (concentrate) as the first choice of chai by consumers and coffee shops, beginning with the local market of Colorado and through e-commerce. We would like to see our market grow to the Southwestern United States and other select markets within three years.
Learn about accountability on Kickstarter
2. We want to expand the chai market to individual consumers through individual, on-the-go servings for immediate consumption. This will involve marketing geared towards product education. Chai tea and its benefits may be unfamiliar to some, especially the younger generation. Nonetheless, their gravitation towards specialty caffeinated drinks has already been propelled by the expanding gourmet coffee industry that has exploded over the last decade.