So here's a big question for us coffee roasters/marketers/geniuses. And believe me, with all the coffee I drink, I can be up all night pondering this one!
I can drool all over the beans by the roaster as much as the next girl, but at the end of the day, am I after a fellow seller or the buying public for the results?? The same conundrum happened to me in the antique silver business and what ended up happening in that business was all the dealers just ended up selling to each other. I for one have bigger plans.
When I go to a party or social event with my family, business associates or at a gallery opening etc., the majority of people who are my age or in my demographic do not have my coffee knowledge. But they are definitely who I want as customers! So I am going for roasts which are high end, known for quality and key word equity (hey I just made that up!) and blends that will rock my price point. And if I can find a price point that make my labels stun with my artwork, I will be 3 for 3.
A trip to my site will show you what's roasting, and they are based on high end flavour favorites. I tell the roast/geography story, but not to the detail that some of my colleagues here do.
Although I would not be disappointed with either a cup of Kona or Jamaican Blue anytime, if stuck on a desert island, I would want rocketfuelcoffee.com Triple X... a blend of Kona, Jamaican and Sumatra.
I got into this when I found a coffee business for sale on a Canadian listings website. When I got more details, they wanted thousands of dollars for the website itself, but the real work still had to be done, including sourcing coffee, marketing, sales etc. Since I am a graphic designer and former eBay Powerseller, I thought, "WTF do I need to pay anyone for? What I really have is a passion for great coffee."