What is «OBZHARKA»?
Media Issues
Problem 1:
Knowledge is scatteredExplanations about roasting are found
in store and school blogs, while
café addresses are in guide channels.
Problem 2:
ExtremesEither «coffee is simple—just add
syrup, ” or highly
technical jargon that confuses
the inexperienced.
Problem 3:
The cup hides the journeyThe menu says «Ethiopia, filtered, ” but it doesn’t show what decisions created the flavor: processing, roasting, or recipe.
Media Objective
Media Themes
Content Formats
1. Exploration Paths:
A collection of 3–4 locations addressing one specific question (e.g., «What is acidity?») featuring a key takeaway at each stop.2. Coffee as a Case Study:
A complete deep dive into one coffee bean or one location—from the farm and roast to the final cup.3. Blind Tasting:
Authors and readers guess the roast or the country, then an expert reveals the answer.4. Event Listings:
Cuppings, festivals, coffee raves, and unique venues.
Direct Competitors
Indirect and potential competitors
What the analysis revealed
«Taste explanations already exist, ” but they are boilerplate and written by those who are selling the beans or the course. Guides list addresses, but they don’t explain why the coffee tastes a certain way in that spot. There is no format where the reader can sample and verify what they have understood. A free niche exists: term $\rightarrow$ specific cup $\rightarrow$ location in Moscow $\rightarrow$ assignment.
Distribution Channels
Main Channel: Telegram
Channel
routes on topics and case studies
blind taste tests in survey format
schedule of cuppings and events
posts can be saved and forwardedReader Chat
«What are you drinking right now?» and sharing discoveries
weekly assignment: try and describe the flavor
questions for experts invited by the author
Additional channels and the reader’s journey
Short Videos
VK Clips, Reels, TikTok: mini-lessons, «first tries, ” blind taste comparisons. Leads to TelegramOffline
Blind cappuccinos and tastings at partner
coffee shops, coffee walks along routes where possibleReader Journey:
short video → interest in flavor → Telegram channel → route and chat
Target Audience
