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RUNNING A CAFE ORGANICALLY LIKE GROWING A PLANT | Tomoaki Kageyama | TEDxShibuya


I heard a voice There seems to be such a feeling
Are you that I’m sorry and that but I tell the truth I was not out at all yesterday
So I want to do itself to First grateful that today thus talk it is possible Rutte but
Kikigurushiku led by the narrowness of the last of the presentation
Do you think you want and to win there today please put the will is their own Well
Like a growing plant that feels right now in the Yoko came a cafe called Walnut Coffee
Make a store like that
Theme
I will introduce myself a bit. I am now 44 years old
As I mentioned earlier , work on school data and consulting
While tiny I worked for venture Keppel pitcher & bait will be 10 years ago
However , I became the owner of the wall
Often it is from the companion who knows his old work well because of the magnitude of this fluctuation
Kageyama
Say what happened
There was something I was asked to do with that kind of story So in this sense the story of today is to the question
If you become one of the answers
Though I think like that
That I Ya’ of Akio shop is located in the west of the line that the center line of Tokyo
Nishi Kokubunji Station It is a cafe in front of the station
Once you let me see the hands on the street table you can see photos
There is a packet of the moon from
It is such a mechanism that you can divide it by yourself and eat it
So that children who are supposed to be sleeping in the adults who visit the shop in the mind will reach themselves
In addition, let me say that way on the wall for children from the feeling that it would be nice to be in the shop
I am receiving
This neighborhood is a picture my own friend has returned to my important friends though
Perhaps I think that draw better than the real thing
Various items related to walnut split dolls and walnuts are lining up inside the shop
From those who came to the store
Such feeling, such as comes in a Hey Nagaiko is able to say Na it
It is also a matter of gratitude
How I am with this story
That the cafe is told Fu that Sazokashi and I would have wanted to do a love it or day eyes
Kedomo I have a
Actually, in my case there was not such a thing at all and I did not want to do a cafe at all
Which one likes black tea than coffee
Passed especially now 10 years do what is when I got the care Kedomo
Real has now feel Fu that I was born to do a cafe
Heavy thoughts are intense, so I guess there is a possibility that I thought so even though I did it
But
Cafe has big appeal
Among them, if you mention one thing like this
It is a place where people can gather without purpose
Everyone who is gathering at Kyoko may not be so, but actually
Many people in the world are interested in what they are interested in
What I want to address and what I should use my energy is clearly a word
I even feel that it is rather few people
To be able to come and without any purpose flash is the Tteyuu wall in such a dialogue with their own
Hone your ideas from deepening and chatting with someone like that
People grow up in
Culture is born and streets are made like that In fact there is a wall at the base
I think.
So as this place is called Aichi Ohufu, the cafe also has one incubation
It is a space
I think it would be good and I would like to say Fu
In this was back in those days that I had been the work of the McKinsey consulting era
Graph
What is though represents the past of the sales of shops
Tateno Well scale but we got by the Fu that secret
Hawk is the forehead, so sales are to grow by 14%
That never
It is not a growth like a double game, but it was never a time that was easy
is not it
There is a Lehman shock and there are also East Japan great earthquake
And even though there are some tax increases on the consumption tax, well Well it will be organic growth
This is what I am proud to be doing
In one of the reasons dare issued a slide this by doing this what to talk to after this
Depending on how to listen it sounds pretty neat
I think that it is contents But this is my policy though
The most we to do in the middle odd is I think that bad I fine skill
But you really entered a beautiful thing
I believe that if it is a disciple it will appear in the results including the numbers properly
Me me
Although it is a short and small unit, I managed to realize it with my own shop
I’ve been wondering Fu that I wonder if
Through this 10-year cafe lifting, what I would like to tell you today is
Can introduce
So far also society Speaking spread out to create a so is or town to make a shop
It’s all about creating
As if it was made based on an optical approach to make a car
I think.
If we schematize that situation, these triangles
I think that it will be a pyramid In the case of a car there is a design drawing
In the case of a company, in the case of town planning where there is a business plan, what is called urban planning is defined as
How can you reach at the shortest distance towards the reason why such a game
I think that you’ve done so far
This is also a fact that there is a positive aspect that it has resulted in social efficiency improvement
But what happened because we had overdoed this was whether it was a means of human beings
I thought I was thinking that those who can contribute for the great success are useful
Respected as a person
However
I think that it would not be the case if everyone thought so
In such circumstances, human beings are going to standardize them as parts
Each other Tour of the thing called a cafe in that did not feel the question of to such a thing
So I thought I’d turn over this triangle 180 degrees
In what form do you all see this
This is I’m true to the form of the plant to me
So change the way we do it by 180 degrees rather than
In that way or not be able to go to make the shop as if grow plants rather than a machine
I thought
In the first thought of when planning an ordinary shop when you make but it will be 10 years before the shop in the first
Well maybe market analysis is what kind of shops are in the area
The shop of business categories and analysis that such a one needs of the audience is there in what place
Defining it is
Although it is said to increase the probability of a million successes
In my case it was not so in fact this shibuya
There is a wall called makeup and Ikawa, the owner who is doing that, asked me questions like this
You did it
Kageyama-kun like my favorite food saying
But there is Tomol Post Tianjin Chestnut
But Well then spree been heard as not something ne in other not to day first woman Pan
Mark I like a love affair that makes a coat something if it is fruit
Door That’s When You’re Kayama-kun it all or ten liked things
Kageyama-kun looks like something in the mouse
The rat pot chalice is Kageyama kun Poi do Once you create a shop that is doing it collected only combustion animal Statement
I was told by the wind say riding not that it is it’m limited of coffee etc. try home
This is actually have a have taught me that unexpectedly important it is to say their own
I say trying to do exactly that there is a seed in the
The answer lies in you rather than So the answer to come out with environmental analysis and market analysis
The Fu that I think we
I feel like I was taught at the time of
Together one of my own that has been through 10 years of theme this is start from the give in
That’s what it is, but let’s explain this in a bit more detail
For example, at our group coffee it’s like a point card and 10% off that one
Not done at all what is referred to as a coupon like a Iyone attract customers measures
Why is why this is 10% off when you bring that coupon
Let’s call the audience in the in 10 times go and once so kind of incentive to sister to become free of
If you do, you will definitely sleep inside the customer
Consumer Personality In other words , I want to do as much shopping as possible with as little effort as possible
I think that I will draw out such a personality
When a customer starts to act like that, we also think the same thing
How not to spend money
Below 200 yen will cost as much as 200 yen or so that each other will be virtuous
To think about
I think we sometimes I have ended up in the friendship is you You know each other defense relationship
I wanted to try to change it
Then how do you make customers happy not for their own characteristics
Coffee pouring thoroughly into that fact firmly
A cake is very positive and I do good service so that a good time can be offered
This person that sleeps in this person starts to activate Automobile person
Hmm
I think this is an unfamiliar expression, but when I receive something good gift something
Good thing the house and a little
Then I want to return more than what I received
I think that such psychology is pursuing human beings everyone , so in fact we are good times
It is cause to say this in the audience when you can offer to the audience a
I think I am getting angry Drink coffee with a screw on the way home and eat cake
I pay 1,000 yen I just feel that it is not enough for me to pay something when I pay
To
I feel like I received many good items like trees
For example, that of the sense of feel that way
Why do not you read it as a healthy girl ?
Somehow returned but there may be a word a little negative image of wife
I feel like I have to
Things give back of this is that you Gibb in so doing very positive psychological state
Become an opportunity to become a plan of what to be done and it will be a catalyst to start a better relationship
That was actually a repeated visit
A
I think that it leads to sales that is the sales of large stores or results that appear in numerical figures
It is not it
So it was to talk of now or shop visitor and I shop of relationship all the relationships in the world
In this fact, the relationship each other using the same et al. Though I think that applies to every scene
Nerd is take
Try to change to a relationship that gibbles from the relationship of
I’ve been wondering Fu say that if I tried doing this
Please in to see this number 290,000 9,000,482 This is just yesterday in the statement of coffee
In fact is the needs of our who was who carried a foot in to say to this bite at the time of up to
I think that it is never a big figure
But we in this one person per person is I’m matches
1
Where possible in their own in the combined 81 people and face
Provide time considering what give is
So kind of involvement is stacked 300,000 times, but the impact of that is superimposed
The size is this I’m real’m I do not it something not less
A person who actually wrote a book in the customer unexpectedly among such interactions makes a sentence
Because there was a person who could write, the publishing industry began
Or they are said to be philosophy cafes
We gathered on Sunday morning and are having a coffee with a
It is to come to do about 260 times Mosu things went cormorants opportunity Mako to the philosophical dialogue
I did it.
These things are from going stacked the management on how to now have their own clear consciousness
There is one theory
So you do not make a demand plan
This is the original reason was like it is better to say that my tomb Aix Patey’s
However, the business plan is clear and it is clear that the priority of this month is these three
As is if
The consciousness of the staff goes to the pack there, even though the fun of the day is various every day
People come and unexpected encounters
After all the unexpected partner is born there
To be such a rather it is possible to say so there is a business plan for an attractive cafe
I will let the sensor to catch wither.
If you are, you should not have taken a class tour but rather a cup of coffee shop
Beyond doing the best of maintenance pies for each customer
Anymore Fu that attractive future is waiting for what the
I talked as a relationship between the shop and the customer now
Also it is there to say I relationship with the same fact staff
This is very to the surroundings as we look at entities around the world
Regrettable lag unfortunately for organizations that are doing NECA’s business in GIVING Unfortunately the mouth is up
That
We have staff as a theme to achieve the purpose
I to the that kind of case is also because I think that there is so Gibb is for the audience
They think that they can be part of the same staff
In addition, there are areas outside the area
All the staff have the first question I have
For example
Four sister staff who had done the heaven and earth since opening It is still an employee though
There.
Yoshima-kun is not separate for walnut coffee
4 people who say ShimaHisao-kun is had earlier
As a chance to express one way of life
What’m lawn-kun now the case walnut de coffee Nii I’m me So this is to use this opportunity
I would like to express
I first in I’m effective against that way’m not most people answer well
As I repeatedly asked for it, I was sleeping in that person for a while
I will send that the seeds start sprouting
Various lists of the sea that has been started in the shop a result that has been stacked to say so is here
Today there is no time to explain line 1 line
Because there were staff of these nouns behind all the initiatives and that staff was there
It was realized that
The shop filled with things filled with such life force as I went to say things
I think that’ll be able to look back just like that 10 years
This has been taught by my own consultant work etc.
We will continue to upgrade the methodology
Do not adopt the work taught in such management textbooks
Standardize work flow and apply people to it
Kole is certainly one methodology, but if you do it too much you will end up without you
How to work then was completely nothing happened been doing another person even after two days and three days is
To go
In other words, you know that the general meeting of the changeable place is a useful one and the day-to-day work is the day
I think that it has entered
Let’s hit the work which is realized because there was that person who reverses it after that
To go
It is heard that mean to do if you and So gone are the people tell this thing
But this is also So you stem remains in it I think that I be considered in the plant imagery
Come grows the branches of pine trees from the fallen branches was as fallen branches to Mari
I repeat that destruction and regeneration like this and store town 8
I think that red is something to grow up so it is not important not to mistake the order there
Finally there is a high regional currency over the Kokubunji Temple a little local taste Name Bunji
is
Name City
Such and to do so or to the volunteers of the festival or picking up trash for Hey town
I can get
In Kokubunji There are shops that the city can use about now 40 locations in the center of the one that we of the shop also
In if there is one only rule when you use only
It’s there is a balloon and get a good look’ll of the bottom
I am supposed to write a message there
So when it gets buried it will become such a s shape
Thank you for always nice space example car Thank you walnut-de-coffee
So the feeling of gratitude for the work he received was expressed on the currency
I’m handed
What will happen in us who will be able to receive this
That day I will accept such acceptance People who are good at receiving The table of appreciation of the process
The fact that there is a person who makes a statement that the gift side compete comes out
Follow better time Classroom Make better delicious cake
Doing so will bring up sending
So then the meaning will change for everyone’s work and work in the town
Because for my first time is going to go to will should was not the case Chindandan money
I would like to make customers more pleased if the shops that will become windy again
With a once went a feeling of give you say so in the wake of the use of this currency
That’s going to happen, is not it
So the relationship that mutually support from the relationship that is mutually available today
It is the relationship also with the local community with shops and visitor and staff all over the place that way
It is such a proposal as to what will happen if we say it again
so
I think that society can define this kind of town
Aggregate of exchange
From the stone Kokubunji’s unknown number of shops in our shop even 300,000 times the unit effect of
Is why there is a chance that once one of the exchange when it went to expand with it
If we were able to change the meaning to produce 180 degrees, that stacking will bring to society
Facts are very big
When it becomes big you are a prince
Today I think you find it brought back I would like you to re-holding alone this image by all means
What is being upset the image of this 300 series pyramid
In that time to not come flying insect or not sting I or shines light or shaking the rain met birds
Flying
In such an encounter as to stretch branches to be extended naturally
As we grow up and shops grow up and the town grows up in such methodology we will review again
I wonder if it’s coming
Growth of the shops in the future Growth of the town I think that I would like to do Kokubunji in the city not defeated by Shibuya
I wish I could watch it warmly Thank you for your kind attention
[applause]
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