4.1.4

'2654'

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'打着微博主題的咖啡館WeeCoffee微咖'

'/uploads/allimg/140604/09391W1E-0-lp.jpg'

'微咖,咖啡館,微博主題,WeeCoffee'

'　　“讓世界更小”是WeeCoffee微咖的口號，這一家看似打着微博主題的咖啡館，志向似乎更多的在於搭建微博控們的資源平臺。
'

'169'

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'蜜思咖啡網'

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'0'

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''

'2014-06-04 09:35:38'

'2014-06-04 09:39:18'

'2651'

''

''

''

''

''

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'<center>
	<img alt="靠微博籌建起來的多人咖啡館" height="347" src="/uploads/allimg/140604/09391W1E-0.jpg" width="520" /></center>
<p>
	咖啡廳一層的裝修簡約大氣，是股東中大部分男性喜歡的風格</p>
<center>
	<img alt="靠微博籌建起來的多人咖啡館" height="321" src="/uploads/allimg/140604/09391U2P-1.jpg" width="520" /></center>
<p>
	二樓的環境則更加溫馨，私密性更強</p>
<p>
	東方網記者蔣澤12月22日報道：半年多以前，@王小塞在微博上感慨了一聲：&ldquo;一人投資夢想咖啡館太難，幸好有萬能的微博。&rdquo;半年後，他和通過微博認識的幾十名夥伴們，終於把這家承載了很多人的夢想，同時也擔負着諸多好奇的咖啡館開在了上海蘇州河畔。</p>
<p>
	看起來很美</p>
<p>
	@王小塞，一個熱心公益和執著廣告創意的媒體人，本身就擁有的上萬粉絲讓他這條微博在短期內獲得大量轉發和關注，上千條私信也找上門來。當然，持獵奇態度的人也大有人在，一幫子素不相識的人，如何能經營咖啡店，誰都說不上來。</p>
<p>
	確實，提議剛剛從微博上散佈的時候，要求入股的人確實魚龍混雜，每個人的動機也各不相同。@王小塞與其他本就相識的發起人，開始對每一位要求入股者進行溝通，最終形成了現在幾十位股東的大團體。&ldquo;如果要說有什麼硬性條件的話，那就只有一個：必須是微博控。&rdquo;說這句話的是目前微咖的市場總監@Trista清音。她原本與發起人相識，如今，她不但離開了原先工作的廣告公司，還成爲目前咖啡館中僅有的2位專職管理人員之一。</p>
<p>
	咖啡館的建立，隨即進入了實質操作階段。&ldquo;看起來很美。&rdquo;這是@Trista清音對前一段準備工作的總結，成天跑建材市場、設計裝修的事情沒想象得那麼簡單。這些初創團隊的人，除了自己開網絡營銷公司的@悅普-林悅，沒有一個之前有過實體經營的經驗。面對他們的是完全陌生的事情，一步一步摸索喫盡苦頭。咖啡館能開成什麼樣，誰心裏都沒有譜。</p>
<p>
	開咖啡館，就沒想着掙錢</p>
<p>
	在現有的咖啡館股東中，構成人員依然千奇百怪，既有@王小塞這樣的互聯網媒體人，還有一些大公司的高層，以及工程師、心理學家、婚戀專家、空姐甚至是相聲演員。但最終把他們聯繫在一起的，是由於他們有着相近的夢想：有一個自己的空間，可以獲得精神的自由。簡而言之，這裏是個烏托邦。</p>
<p>
	打造烏托邦自有其代價，咖啡館生意不好賺錢，或者說，對於投資者而言，用一家咖啡館來獲得回報，是一件十分需要耐心的事情，遠不如前些年投資房產或者購買商鋪。除卻星巴克、Costa這種早已成名的咖啡店，一家咖啡店從開業到盈利，往往需要數年之久。就拿滬上著名的雕刻時光咖啡館來說，其潛伏期也長達兩年。@Trista清音解釋，相較於餐館，咖啡廳幾乎沒有翻檯率的概念，一個客人點一杯咖啡，就可以慵懶的在沙發裏坐一下午。此外，來咖啡廳的客人也不太會願意排隊等位。</p>
<p>
	不過，在第一次股東大會時，所有人就很快達成了一致：開這個咖啡館並不是爲了掙錢。在股東眼裏，這個咖啡館所帶來的精神愉悅，遠高於它所帶來的物質回報，甚至是以損失爲代價。誰都說不清楚，他們什麼時候會賺錢。</p>
<p>
	先做一家合格的咖啡館</p>
<p>
	這是@王小塞在招募股東之初，發佈的一條微博：&ldquo;想結交更多的圈內人士嗎?一年花那麼多冤枉錢給咖啡店，想有家自己的嗎?和朋友喝咖啡，進門後，希望服務員說，歡迎光臨，還是老闆好?和老闆、戀人、小三吵架後，想有片清淨地嗎?融合互聯網、媒體和創意主題的@weecoffee微咖首家微博咖啡館還有若干股東名額，限時搶位，截止9月5日，搶位聯繫。&rdquo;</p>
<p>
	但如果讓幾十個股東都來當老闆，開業之後都到店裏指手畫腳一番，咖啡廳過不了多長時間就得分家。無論怎樣的烏托邦，都會面臨現實的壓力，微咖同樣不例外。於是，@王小塞之後又和股東們商議出臺了《入微咖股東誓詞》，裏面說：&ldquo;微咖者，完成小小老闆之大志，每人抱開放，合作，互享之態度，股東有責任領導創意，貢獻一己資源，共同建造微咖之大家庭。&hellip;&hellip;遇事，以微咖事業爲重，己利次之，若能揚善則更受讚賞。股東需互助，抱團，親密，無間。&rdquo;</p>
<p>
	在三次股東大會之後，微咖確立了管理架構：4位執行股東和2位有職能的股東組成的執行董事會，負責咖啡館的對外合作事宜以及日常運營。其他股東來到店裏，如果有什麼意見看法，可以向董事會提出，由他們進行處理，而不能對店員隨便指揮。在具體運營中，包括4名執行董事在內的所有股東，在店裏消費咖啡都需要買單，&ldquo;每位股東會拿到一張boss卡，會享受特殊的折扣。否則每個股東都來店裏免費喝幾杯咖啡，這公司的經營就都亂了。&rdquo;@Trista清音請記者在店裏喝的一杯咖啡，事後同樣由她自己買單。&ldquo;先做一家合格的咖啡館，這是目前最重要的目標。&rdquo;她對記者說。</p>
<p>
	跨界交流平臺提供好故事</p>
<p>
	&ldquo;微咖不僅僅是一個咖啡館，它更多的意義是構建了一個跨界的平臺，可以給平時完全沒有交集的人提供交流機會。&rdquo;在咖啡館裏，可以深刻領會到這種痕跡。咖啡廳裏的幾個電視屏幕上，滾動着帶有微咖關鍵詞的微博。而在正式營業之後，管理團隊還打算在每一張桌子上放置一個牌子，正面寫着&ldquo;歡迎交流&rdquo;，意指該桌主人歡迎和別人進行面對面的交談;把牌子翻面則是想自己一個人靜靜待著。</p>
<p>
	話題還要回到之前的股東構成上，形形色色的職業碰撞帶來的是多樣的話題。同樣，這些得益微博實現自己夢想的人，還期望把自發的交流行爲組織起來，&ldquo;WeeTalk&rdquo;於是應運而生。這個有着各式各樣的熱門話題、從線上發起，線下深入的活動，將在未來幾周內正式舉辦第一期。首期初步擬定的&ldquo;積極心理學&rdquo;的主題就是一個心理學教授股東提供的。</p>
<p>
	人多就意味着合作，合作就意味着相互理解與寬容，乃至於讓步。對於這麼多的股東來說，每個人都要在這裏實現自己的夢想，打造自己的烏托邦，就必然對具體細節有不同的理解。男士喜歡硬朗的裝修，而女士希望設計溫婉，還有潮人想在每個桌子上放置ipad用來點單。最終結果是這樣的：一層燈光以藍色爲主，配置深色沙發，顯得簡約大氣;到了二樓，就是截然相反的風格，淡黃色的小吊燈，橘紅色沙發，私密性更強，一看就是女孩子喜歡的類型。而上下兩層樓的面積大小，彷彿剛好和股東的男女比例相符。至於ipad的建議，大家討論之後，認爲還是先不搞，&ldquo;咖啡館面對的人羣是大衆，還是需要試營業聽取更多人的反饋再增加固定資產的投入會更好。&rdquo;</p>
<p>
	在微咖裏的私人圖書館裏，什麼類型的書都有，《喬布斯傳》、《哈利波特》，還有哲學、廣告&hellip;&hellip;這都是@WeeCoffee微咖的官方微博發起的#WeeCoffee私人圖書館#活動，應股東和網友的要求購置的。打開書的扉頁，還有手寫的推薦理由，落款是推薦者的微博賬號。</p>
<p>
	&ldquo;讓世界更小&rdquo;是WeeCoffee微咖的口號，這一家看似打着微博主題的咖啡館，志向似乎更多的在於搭建微博控們的資源平臺。而@Trista清音說的最多的則是一句話：&ldquo;我們要做一家賣好咖啡、有好故事的咖啡館。&rdquo;</p>
<p>
	WeeCoffee微咖打着微博主題的咖啡館<br />
	<br />
	<br />
	<br />
	中國咖啡交易網：www.gafei.com</p>
'

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