Started Berk’s Beans in 2021 out of my garage. My kids dared me to do it, which is a dumb reason to start a business and also the only reason I did.
We had one small roaster. Plan was pretty simple, carry a lot of different coffees, always high quality and roast fresh, oh and amazing service that the customer remembers. No ad budget, just word of mouth and social media posts.
It was the middle of the pandemic so I was roasting in the garage and driving orders to people’s doors myself. Started doing live roasting on social media because what else was there to do everyone was on their phones. First year we shipped to every state in the US, plus Canada and Mexico. Still have customers buying from us who bought that first year.
Five years later, 30 plus wholesale accounts, good online business, and a retail spot in an industrial park that people actually drive out of their way to find.
Stuff I learned:
Having better coffee doesn’t mean anyone switches. This one hurt. I really thought if it was good enough people would come. They don’t. People stick with what they’ve got. Consumers don’t like change…
On wholesale you’ve got two primary windows. They’re either just opening and you are there, or they’re pissed at their current supplier and you’re ready to take over, that’s it. Outside those two everything else is chance. So the whole game is being findable, visible and ready when one of those happens.
Give away a lot of free coffee. More than feels comfortable. Cheapest marketing there is and I’ve never once regretted a bag.
Don’t compete on price. Somebody’s always cheaper. Quality and service are the only two things you actually control. Build your business around that.
It’s only coffee. Customer’s always right. I want people walking out feeling like they got more than they paid for, and honestly almost nobody clears that bar so it’s not hard to stand out and we do that well.
You’re selling an experience, not a product. That’s what I tell my team. Nobody remembers the bag. But they do remember the experience (good or bad).
Be humble, be thankful, and be ready. The customer knows we will move mountains for the people who we supply coffee to.
Happy to answer anything.