JTBD — Sunreef — the morning energy job
Commuters 'hire' a cold-pressed juice to feel awake and virtuous before 9am.
Job statement
When I leave home without eating, I want something fresh I can drink one-handed on the tram, so I can start clinic rounds feeling awake instead of foggy.
Job executor
Shift-start commuters who skip breakfast 3–4 days a week and buy on the move between 06:40 and 07:15.
Situation / trigger
Alarm snoozed twice · nothing edible in the fridge · passing the café next to the tram stop.
Struggling moment
Café queue costs 8 minutes she doesn't have; supermarket bottles taste pasteurised; skipping breakfast means a 10am crash.
Push of the situation
Mid-morning energy dip · guilt about skipping breakfast · colleagues visibly eating better.
Pull of the new solution
Pressed-this-morning timestamp · no queue · arrives before the shift starts · feels like a small act of self-care.
Anxiety of the new
"Will it actually be fresh?" · price per bottle vs supermarket · being locked into a subscription while travelling.
Habit of the present
Instant coffee at the ward kitchen is free · the café barista already knows her order.
Competing solutions
Ward coffee · protein bar in the bag · café smoothie · supermarket bottle · skipping breakfast entirely.
Desired outcomes
• In hand within 90 seconds • Drinkable one-handed while standing • No crash before 11am • Under €5 a day
Success metrics
Repeat purchase within 7 days · % of orders collected before 07:15 · switch rate away from café smoothies.
Opportunities
Pre-ordered pickup shelf at the tram stop · pressing timestamp on the label · pause-anytime weekly box to kill the lock-in anxiety.