Podcast Builder Club
Podcast Builder Club

Episode 23 · 1 year ago

What Starbucks' Business Model Can Teach You About Podcasting

ABOUT THIS EPISODE

Starbucks didn’t become a mega company overnight and your podcast audience won’t grow overnight, either. However, just like the brains behind Starbucks realized people want the same cup of coffee wherever they go, you too have the power to create an experience your listeners will want again and again. Check out why your podcast needs a system and how to build one, how to focus on the craft of your business, and why you need to build a community!

In this episode, Travis shares…

  • Your system: Create your own system to improve your consistency and efficiency as a podcaster
  • Your craft: Put extra effort into one or two aspects of your podcast to reflect your passion
  • Your community: Offer people a place to feel part of something meaningful

Memorable Quotes:

  • “Having a system is going to allow you to be consistent, release more episodes, and have a better life balance as a podcaster.”
  • “When we’re making things, having that passion to go a little bit deeper in every aspect of it, will really make a huge difference.”
  • “By offering people a place to have a community with, they’re going to biologically want to be a part of something, so make yourself a community.”

Links to resources:

Onward by Howard Schultz

Go to https://www.facebook.com/groups/poddecks to join the Podcast Builder Club!Go to https://www.poddecks.com/ to give your interviews a unique twist!

Hay podcasters today I want to sharewith you some of the strategies starbucks used to become the biggestcoffee company in the world that you can actually apply to your podcast togrow your audience and become more successful. Starting a podcast is easyat growing, an audience can be hard podcasters face, so many challengesthat can make them want to quit. So I'm here to help them stay in the game. This is podcast therap, so coffee, my favorite beverage. Yes, Idrink more coffee than water, probably which I'm working on, but a Nice HotCup of coffee can energize you rejuvenate you and put you in the righthead space to record a killer, podcast episode. Now, I'm reading a book calledonward by Howard Sheltz. That is a great memoir that talks about howstarbucks grew to be the biggest coffee...

...company in the world, and they didn'tjust go straight to the top. There were trials and tribulations that he shareswithin the book so if you're a fan of starbucks or business in general, Ihighly recommend this book, but there was many pages that I highlighted wherethere were things that I thought I could share these principles withpodcasters because they definitely directly apply to growing any businessor podcast. So I want to share them with you today. So a few things you'regoing to learn in this episode today is why you need a system and how to buildone, how to focus on the craft of Your Business and, of course, why you needto build a community and a bunch more ear nuggets along the way. If you like,this episode, consider leaving a review, I read every single one and itbrightens my day, almost more than a nice hot cup of coffee, so back to theepisode here, starbucks. Okay, how does starbucks have locations all over theworld drinks in every cooler, an every gas station and can serve you the sameexact thing every single time you order...

...it right a consistent drink, aconsistent treat? How do they do that? Well, because starbucks has spent a lotof time developing their system, so the entire store runs on a system. Theyhave checklists for how long coffee can sit in a drip brewer or how much ice toput in each cup right. So they've documented everything along the waythat it takes for them to make a cup of coffee. The same thing applies toMcDonald's or any other restaurant, where it's a chain and you go in andyou get the same experience every single time. So how does this apply topodcasting? Well, the first thing that applies to is simply you having yourown internal system, of how you produce a podcast. That means from startingwith planning the episode to acquiring a guest, to recording the episode toediting the episode to publishing the episode and promoting that episode. Somy question to you is: Do you have a...

...system in place or every single timeyou want a podcast? Are you sort of just making it up as you go along? Well,the reason you may want to document this and just write out a littlechecklist or outline of what you need to do. Every single episode is thatit's going to speed up your process, so you're going to be able to create moreepisodes similar to how there can be a line around the block for starbucks,and you generally can get a cup of coffee or a drink in a few minutes isbecause they've built a system in which they can create consistent andefficient coffee delivery to you over and over and over again, so they'reable to serve more customers faster. What I'm trying to impose on you hereis that you can create more podcast episodes faster right, which gives youtime to do other things. So having a system is just it's going to be one ofthe things that's going to allow you to be consistent, release more episodesand just have a better life balance as a podcaster. I know because I'm apodcaster how much work goes into each...

...in every episode, and so I want to tryto help make sure that you can still have fun with your friends, havehobbies and do other things and you don't get completely consumed by havingto create a podcast episode every single week now. The next thing thatstuck out to me in this book was how much Howard Shultz was focused on theactual craft of coffee, everything from the exact being that they wanted topurchase to how it was roasted to even training the Baristas on how to make aperfect cup of Espresso Training, seven thousand people to be able to make aperfect shot of espresso, so he was hyperfocused on the craft and makingsure that they weren't just serving coffee right. You can get coffeeanywhere and don't get me wrong if you're a Duncan Person- and you don'tlike starbucks- I totally understand- I think the principles still somewhatapply. So how much time are you...

...spending on the actual craft ofpodcasting? Now I think it's cool that some people just record a podcast andthey put it out, as is that's totally fine, but if you spend a little timeediting or maybe really consciously planning and crafting your episode, Ithink it shines above the rest of podcast, because you've put this extraeffort into it. So doing things like spending hour, perfecting your setupright, documenting the settings on your microphone and how you want your voiceprocessd every single time. So it's a consistent release is one way to craftyour podcast and that can go for a multitude of things that could be forhow you find guests. Are you going to find really great guess or Youe goingto accept anybody on your podcast just so you can put out that next interview,so the craft portion really made an impact on me as far as when we'remaking things having that passion to go a little bit deeper in every aspect ofit will really make a huge difference...

...and starbucks fans or starbuckscustomers around the world are loyal. They will wait in the line around theblock to get their favorite drink. They will get the APP and try to get points,so they can get a free drink. The craft part of it actually creates a culturalphenomenon of loyal fans right and that's exactly what we want to do aspodcasters craft. I want you to think about how you can craft your nextepisode now. The third thing that really stuck out to me was thatstarbucks was really focused at one point on transitioning from coffee shopto community. They wanted it to be a place where people meet and havemeetings and conversations and people come to do homework, and even peoplehave conversations with the Baristas. They spent a lot of time making surethat the espresso machines weren't too high, so that there was ie contactbetween the person making your coffee...

...and you, while you were waiting forthem to make that delicious, whatever drink that you just ordered socommunity, a huge, huge part of starbucks we've all met someone atstarbucks, it's the easiest place to go, say: Hey! I need to meet someonesomewhere, let's go to the starbucks on the corner of fifth and Maine Right. Soit's a really cool thing to think about. As far as building a community and, ofcourse, if you're going to go, meet somebody at starbucks, what are yougoing to do you're going to order some coffee? So I want you to think aboutcommunity right. Another thing that starbucks does with community is theypurchased a company called Ethos and they give a portion of every sale thatwater to children that don't have clean water? So that's a really great causeand a really great way that they're, showing that they're giving back to thecommunity as well as taking care of the people growing the beans that theircoffee is made with so think about community. How can you inject communityinto your podcast? Can you start a...

...facebook group where people can rallyaround one idea or method? Can you create some type of community whereyou're giving money to charity? You know we're raising money for charitytogether. Can you create a mastermind? Can you just simply name your group ofpodcast fans right create a little tribe human beings? We want to be apart of something it is biologically programmed into your brain that if youare not part of a community, you will be an outcast and you will die justlike back in the day you needed to have a group of people to hunt and gatherwith you got outcast from that group. You were going to be in big trouble soby offering people a place to have a community with they're going tobiologically want to be part of something so make yourself a communityand if you're looking for a community of like minded podcasters, you can cometo the podcast builder club. It's my...

...private facebook group, where we've gotover five hundred podcasters, who are collaborating and networking and it's areally safe place to ask questions and have fun. So I'm inviting you to mycommunity. So those are the three things that this book really just made: The connection from coffee topodcasting the system right developing your ownsystem for every single episode where you could literally have somebody else,do all the work because they know exactly each step to take and in whichorder. Your craft, you know a lot of the top podcasters are people who arespending a lot of time, putting effort into the planning or writing you know.True crime is probably one of the biggest most downloaded podcast in theworld and those take a lot of crafting the story. The interviews, puttingthings together in the right order, so think about how you can make littletweeks to craft your next episode and,...

...of course, community right. We know weneed to be a part of a community and we're more separated than ever sopeople are looking for new places to connect with people so start your owncommunity. It may take time to build, give yourself the grace to build it.One person at a time and by the time you're done you're, going to havehundreds of people in your group that are collaborating with you andnetworking with each other and you'll have a safe space for people to be apart of your community. So again, the book that I was reading was onward byHoward Sheltz. It's actually called onward colon how starbucks fought forits life without losing its soul, but a lot of parallels to building a businesswhich a podcast, let's be honest, inevitably is a business right. Youhave all these tasks that you need to take care of, and I want to make surethat you know that you're building a business you're building a brand you'rebuilding more than just a radio show on the Internet. So if you enjoyed thisepisode, make sure that you subscribe...

...and go out there today and bring afriend a cup of coffee, sit on the front porch and just have a chat rightconnect with someone you haven't connected with in a while over a nicehot cup of coffee, no matter which way you take it sugar cream black the wholedeal it could be, starbucks could be Dunkin, it could be your favorite localcoffee shop, but go ahead and connect with somebody that you haven't talkedto O in a while today rekindle that relationship and see where that headsI'll see you guys in the next episode. As always, your friend Travis here Akathe question, Dude Aka young question mark and I'll see you guys in the nextepisode thanks for listening. If you enjoyedthis episode, the number one thing you could do to help is to subscribe rateand review this podcast or, if you know another podcast Yo, maybe strugglingand needs a little bit of podcast therapy, just click that share buttonand share it with the podcaster. You...

...love the most I'll, see Yo in the nextepisode.

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