A full walk-through of every dimension delivered in a Recon Standard engagement — Executive Overview, Competitive Intelligence, Narrative & Brand, live Sales Intelligence, ranked Gap Analysis, and a 30-day Social Game Plan.
Snapshot of the subject's overall digital posture. The Brand Offense Readiness score measures how prepared the business is to compete offensively for attention in its category — publishing cadence, platform coverage, differentiated content, and defensible voice.
Subject shows above-average brand foundations (strong Instagram presence, consistent visual identity, active founder voice) but is under-indexed on video-first platforms (TikTok, Reels) and has zero LinkedIn presence — a gap in wholesale/B2B prospecting given the category is trending toward direct-to-office subscription programs.
Band: Developing| Platform | Handle (redacted) | Followers | Posting Cadence | Content Type | Engagement Signal |
|---|---|---|---|---|---|
| @northshore_coffee_[redacted] | 14,820 | 4–5 posts / week | Reels, latte art, roast profiles | Strong — 3.8% avg engagement | |
| TikTok | @northshore.coffee | 780 | 1 post / week (irregular) | Behind-the-bar shorts | Weak — under-invested |
| Northshore Coffee Roasters | 3,240 | 2 posts / week | Events, promotions, community | Moderate — older loyal base | |
| Twitter/X | @northshoreroast | 412 | Dormant (last post 8 mo ago) | — | Effectively inactive |
| — | — | No presence | — | Critical gap for B2B | |
| YouTube | — | — | No presence | — | Missing long-form roaster credibility play |
Competitors identified through audience overlap, search-result adjacency for category and geography, and engagement patterns on shared narratives. These are the actual competitors the subject fights for attention with — not category-tag matches from a database.
| Competitor | Posting Cadence | Review Velocity (12 mo) | Years in Business | Organic Content Mix |
|---|---|---|---|---|
| Subject: Northshore Coffee Roasters | ~7 posts/week across platforms | +118 Google reviews (avg 4.7★) | 9 years | 60% product, 25% founder story, 15% community |
| Competitor A — [Regional roaster, wholesale-heavy] | ~11 posts/week (IG + LinkedIn active) | +204 reviews (avg 4.6★) | 14 years | 35% roast education, 30% wholesale partners, 20% café culture, 15% events |
| Competitor B — [Direct-to-consumer subscription roaster] | ~14 posts/week (video-first) | +92 Trustpilot + Google reviews | 5 years | 50% brew tutorials, 30% origin stories, 20% subscriber testimonials |
| Competitor C — [Local single-store café, IG-native] | ~6 posts/week | +161 reviews (avg 4.8★) | 7 years | 70% latte art / food, 20% staff, 10% events |
| Competitor D — [Third-wave national chain] | ~22 posts/week | Aggregated across ~40 locations | 18 years | 40% origin/education, 30% product launches, 20% barista culture, 10% B2B |
Two-layer narrative mapping: the subject's own dominant themes (what they're saying) plus the vertical's live viral landscape (what's actually moving right now) — each tagged with a subject-fit score.
Before/after home coffee bars — grinders, scales, workflow. Massive engagement on IG Reels & TikTok. Coffee brands are inserting themselves via gear pairings.
Coffee-forward N/A cocktails ("dirty sodas", espresso tonics, coffee negronis) blowing up ahead of dry-October marketing.
Backlash against "no laptops" cafés — creator videos ranking most work-friendly cafés in every metro. High share velocity.
Roasters publishing per-lot payment info (FOB, farmgate). Buyers loudly rewarding it. Subject already does this in-store — invisible online.
Barista-led drink builds ("here's how I make our ___"). Consistent engagement, low novelty risk. Fits behind-the-bar TikTok format.
Small business / hybrid HR teams asking on LinkedIn & Reddit for a "not-Nespresso" office coffee option. Whitespace almost no local roaster is claiming.
Run-club-to-café pipeline as a Saturday-morning ritual. Growing rapidly in Pacific NW markets. Cross-brand collab territory.
Real, timestamped social posts from the last 14 days where prospects are publicly asking questions your product/service answers. Each lead is fresh, sourced from public posts, and mapped to a service the subject already offers. This is Recon's killer feature — no other business-intelligence product surfaces demand at this granularity.
Each gap is scored on impact severity (Critical / High / Medium / Low) based on observed demand signals in the vertical's live conversation and how competitors are (or aren't) addressing it. Every gap ships with concrete remediation recommendations.
Impact severity: CRITICAL — Competitor A is actively winning wholesale-adjacent conversations on LinkedIn where the subject is invisible. Multiple sample leads (office subscription, corporate breakfast) surfaced there in a 14-day window. This is unaddressed demand in top-3 competitor conversations.
Impact severity: CRITICAL — Competitor B's TikTok brew tutorials are compounding weekly and taking share of the "learning to brew at home" audience. Subject posts 1×/week irregularly. This is a shrinking-window opportunity: the format is not saturated in the subject's exact geography yet.
Impact severity: HIGH — 95% subject-fit narrative (transparency ledgers) is actively rewarded in the vertical. Subject already has the underlying data in-store — it's a packaging problem, not a data problem.
Impact severity: HIGH — Subject's owned subscription is a differentiator vs. Competitor C but is not referenced in Instagram bio, first-view content, or any post in the last 60 days. Multiple in-market prospects are asking for exactly this product.
Impact severity: HIGH — Founder is quoted once in 90 days despite strong personal storytelling. Category rewards founder-as-authority (see vertical winner accounts). Missing regular founder POV posts on process, philosophy, sourcing decisions.
Impact severity: MEDIUM — YouTube ranks for high-intent brew tutorials that are converting for Competitor B. Building a channel takes 6+ months to compound but is a durable moat once established.
Impact severity: MEDIUM — 620+ reviews contain repeatable language ("best atmosphere", "friendliest baristas") that isn't reflected in the subject's own marketing voice. Social proof is available but unused.
Impact severity: MEDIUM — Account exists but hasn't posted in 8 months. Not core to the specialty coffee audience anymore, but a dormant handle signals inattention to visitors who check.
Impact severity: LOW — Facebook audience is the loyal older base; cross-posted content works but is not a growth vector.
Impact severity: LOW — Newsletter exists and has a healthy list, but sends are unpredictable (~monthly, gaps up to 6 weeks). Owned channel — under-used vs. potential.
Recon delivers a written game plan, not a keyword export. Every recommendation below maps to a live viral narrative or a ranked gap above — nothing generic, nothing that could be autogenerated by ChatGPT.
| Platform | Week 1 | Week 2 | Week 3 | Week 4 |
|---|---|---|---|---|
| Stand up page + founder profile. Ship "How we source" cornerstone. | "Meet the roaster" post. Announce office subscription publicly. | Wholesale case study. Founder essay #1. | Small-business breakfast pitch. Founder essay #2. | |
| TikTok | Barista-led "how I make our ___" ×3. | Home-brew tutorial: pour-over ratio ×2 + gear tour ×1. | Single-origin drop story ×1 + brew-along ×2. | N/A coffee cocktail series ×3. |
| Reels reuse of all TikToks. Transparency carousel #1. | Subscriber testimonial Reel. Seasonal drink drop teaser. | Founder essay carousel. Behind-the-roaster Reel. | Community "in our regulars' words" carousel. | |
| YouTube | Channel setup + first Shorts (TikTok reuse). | Shorts continue. | First long-form: "How we roast" (8–12 min). | Shorts continue + Q&A prep. |
| Community event post + IG cross-posts. | Live music / open-cupping event. | Cross-post founder essay. | Seasonal launch event. |
Partner with one regional grinder/scale reseller. Publish 3 Reels + 3 TikToks featuring three real customer home setups + your recommended beans. Ties into #1 viral narrative.
Ship a dedicated /office landing page. Ten-day LinkedIn founder-post campaign targeting HR / office managers in the region. Answer inbound Reddit / LinkedIn asks in the same window.
Publish a per-lot payment breakdown for the fall harvest. Instagram carousel + LinkedIn essay + email newsletter. Compounding brand-equity asset that Competitor B doesn't do publicly.
Partner with 1 local run club. Free pour-over station once monthly at their end-of-run gathering. Recap Reel + TikTok. Free trial for run-club members.
4 videos, one per week, showcasing an espresso-forward N/A cocktail using subject's beans + in-store menu launch. Rides the espresso-cocktails viral narrative during highest-intent window.
Recon is one packaging of a broader OSINT / intelligence platform Cyberharpoon operates for enterprise clients. The same collection layer, entity resolution, and narrative-mapping tradecraft powers Dataflame BADS (bot activity detection for financial markets), Influencer360 threat assessments, NASTEC weekly threat reports, and bespoke brand-protection engagements for entertainment, corporate, legal, and financial clients. Recon takes that enterprise-grade tradecraft and packages it for tactical business questions any founder or marketing leader can afford to ask.
Learn about Cyberharpoon →Standard reports deliver in 4 hours. Lite in 2. Monitor refreshes every Monday.
Order Your Recon Report →