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1. Executive Summary
As the Prior of the Carmelite Order of monks in Clark, Father Daniel Mary has established a
future direction for the Carmelite Monks of Wyoming. He has a clear vision that he wants to
expand the monastery by buying a 500-acre ranch, which can enable to build a Gothic church, a
convent for Carmelite nuns, a retreat center for lay visitors, and a hermitage including 30 monks.
Father Daniel Mary cannot make the vision come true unless he can collect enough money to pay
for the $8.9 million listing price of that ranch. In this circumstance, the vision for Mystic Monk
Coffee (MMC) is to sell more coffee to fund the Carmelite Monks of Wyoming. Therefore, the
mission of the Carmelite Monks of Wyoming is to develop an action plan that would enable
MMC to minimize the effect of its cloistered monastic constraints, maximize the potential of
monastic opportunities, and realize Father Daniel Mary’s vision of buying that ranch. In order to
obtain more market share and increase the profit of MMC, Father Daniel Mary should cooperate
with local groceries and other Carmelite churches to distribute its coffee packages offline and use
social media to enhance its brand awareness.
Business Model
MMC’s business model is divided into two parts. One part is to purchase $35,000 for a larger
roaster. Let’s assume that monks worked eight hours a day, and then this new roaster can help
them to raise production by 500 pounds per day (130*8-540=500). The other part is to put
wholesale sales churches and local coffee shops. MMC’s strategy is a money-maker because it
has a competitive advantage. It focuses on the niche market – the U.S. Catholic population who
drinks coffee and wishes to support the monastery’s mission. In the U.S., this population is over
69 million. Consequently, this business has a good potential to provide profit.

Value Proposition
Mystic

Monk’s

Coffee

business

model

begins

with

element

one— customer

value proposition. The customer value proposition encompasses the company’s approach to
pleasing and sustaining coffee buyer’s wants and needs at a price customers will accept as a good
value. Mystic Monk offers a wide variety of blends and flavors of coffees, and uses a high
quality Arabica organic coffee bean as well as free shipping with the purchase of three or more
bags of coffee at competitive prices which all attributes to the customer value
proposition. Element two of the business model is the profit formula. Father Mary’s plan is to
purchase a $35,000 roaster that will certainly increase production. With this increase in
production, along with 17 more monks working 6 hours a day producing coffee, Mystic Monk
will be able to produce and deliver a greater quantity with the same product quality (Thompson,
et al 10).
Father Daniel Mary’s, vision for the Carmelite Monks of Wyoming is the establishment of a new
monastery in a tranquil setting in the Rocky Mountains. Father Mary, the prior of the Carmelite
Order of Monks in Clark, Wyoming, could grow the already existing Monk brotherhood of just
13 monks from a small makeshift vicarage into a 496-acre monastery that would accommodate
up to 30 monks. Father Mary’s vision includes a Gothic church and convent for Carmelite nuns,
a retreat center for lay visitors, and a hermitage. For such a purchase to be successful, Mystic
Monk Coffee, owned and operated by the Carmelites to support the monastery, will have to
purchase a new larger 130-pound-per-hour coffee roaster for$35,000 to meet future purchasing
demands of their coffee products.

To achieve his visio...