Business Origin & Development - The business originated from a chance encounter with matcha while the founder was working as a delivery driver in New York [5][6][7][8][9] - The founder initially pursued hotel management but shifted focus to the service sector, seeking a better understanding of its dynamics [3][4] - The company adapted matcha for the Turkish palate by adjusting aromas and milk types [11] - The company currently has five branches, with three under renovation to reach eight, and plans to open a London branch soon [12] Strategic Decisions & Market Positioning - The founder returned to Turkey from the US and traveled to Japan to source matcha [10][11] - The company leverages social media, particularly TikTok, to promote matcha among younger demographics [14] Key Success Factors - The founder's diverse experiences, including working in different sectors and as a delivery driver, contributed to a unique perspective and the discovery of matcha [12][13] - Combining seemingly unrelated experiences (puzzle pieces) led to the introduction of matcha to Turkey [13][14]