Dear adorable readers of my heart:
Our masterclass of today is straight to the point. It represents our contribution to small farm owners who are interested in making a living in the middle-class social segment for their families by harvesting high-quality value cacao and coffee beans. Please remember that we are promoters of the differentiation strategy as a funnel to fix the main issues of the farmers: lack of access to capital and green financing, lack of good environmental regulations in their countries, and an absence of an AOC (Appellation d´Origine Contrôlée) or Protection Designation of Origin (with the standards of the European Union). Additionally, we are conceiving the idea of raising the value of the beans through the analysis of the terroir for each farm to obtain an AOC/PDO in which all the problems for sustainable farm management (soil, rainfall water, air quality, waste residual, shade forestry, wind, and climate change mitigation) could be solved at once. How? By linking farmers’ current needs with green, low-cost funding to address gaps in their farming operations.

Today, we have prepared two of the three customer profiles. Both are related to cacao. The third customer profile, roasted coffee-not decaf, in Central America is your assignment for this week. We will provide a solution for it on our next episode. However, you must try to do it by yourself, please. Only then will you compare what you did with my version, and you will learn greatly. Find your class material below. Feel free to print it, write notes on it, discuss it with your friends, family members, professors, and colleagues.

This coming Monday, the 20th of July, we won´t publish strategic reflections. We need to finish the three value propositions first.
We encourage our readers to familiarize themselves with our Friday master class by reviewing the slides over the weekend. We expect you to create ideas that are or are not strategic reflections. Every Monday, we upload our strategic inferences below. However, since we are still in the process of creating the three value propositions, we will publish our strategic inferences after we finish with the whole exercise.

Strategic reflections on this episode and the next one.
These will be in the section below on Monday, the 27th of July, 2026.

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Announcement. We are in a work-in-progress spirit. This week, we have elaborated on the customer profiles. The next one, we will proceed with the value maps, and we will ensemble both parts of each Value Proposition (VP) to check if there is a fit in the first loop. Please remember that the creation of value propositions is a dynamic process that requires several loops, but at least we are trying to offer a solid foundation to start with. The small farmers of coffee and cacao need to learn how to design and understand the value propositions that ignite their business models. With the correct integral premises!. Stay tuned for our next episode. Don´t forget to prepare your homework.

Musical Section.
This saga is committed to elevating traditional musical instruments and their respective musicians over digitally produced sounds. This saga is dedicated to the chamber orchestras. 
Today, we have chosen the Netherlands Chamber Orchestra, led by master violinist Gordan Nikolić. You can read about their beautiful work here: https://orkest.nl/en/nederlands-kamerorkest/. For this episode, we have chosen a lovely piece by Maestro Antonín Dvořák. The Serenade for Strings in E Major was an immediate success as of 1876, and it is characterized by a peaceful, joyful, and condescending rhythm of longing, as if the composer wanted to tell us that a bright future is coming.

Thank you for reading http://www.eleonoraescalantestrategy.com. It is a privilege to learn. Blessings.

Sources of reference and bibliography utilized for today´s inferences. The bibliography is listed on the last slide of the reference reading material. Click the respective URL to trace them.

Bibliography in this post: This will be added accordingly with the strategic reflections.

Disclaimer: Eleonora Escalante paints Illustrations in Watercolor. Other types of illustrations or videos (which are not mine) are used for educational purposes ONLY. All are used as Illustrative and non-commercial images. Utilized only informatively for the public good. Unless otherwise stated, I do not own any lovely photos or images.