Why Coffee? It’s really simple.
Consider the following Scenarios
Work, meet quota, Get Paid, Start over –Work, Meet New Quota, Get Paid, Start Over etc. etc.
Look for a Job, Get Hired, Get Laid Off – Start Over
Look for a Job, Get Hired, Get Laid Off-Start Again
Coffee Scenario #3 (The Perfect Annuity)
Give folks a great product, Get Paid, Develop a LTV (Life Time Value Customer)
Order renews, Get Paid
Order Renews, Get Paid
Build a community of drinkers, keep them happy…
I spent many years selling insurance, paper and Ink and it did not take me too long to realize that these types of business all are sold once and collected many times over the life of the customer.
So you see, Coffee is the perfect annuity. In fact there are few commodity products that have the same global appeal and that are in such demand. Perhaps oil, gas, cell phone or internet service. But, like me, most people do not love those things and hate to give up their dollars to pay for any of that. BUT…I love coffee, and I never minded paying for great coffee. Coffee is the second largest commodity in the world, so I don’t think I’m alone on that one. I love the communal aspect of various coffee cultures. I love people. I love that people love coffee so much it is the second largest consumed beverage globally. It is second only to water. That’s something to think about!
Prior to the “coffee business” I was a consultant. I consulted to some of the world’s largest companies and I earned a lucrative wage. But then, like so many others in the last few years, I was laid off.
I remember thanking one of my senior managers when it happened. I thanked him because while I had an income, I was simply miserable. I believe life is for living! However, while working for the company, I felt like a drone on life support and they were breathing for me. During the time I was employed there, I kept asking myself one question; If I continue to do, for the next five years, what I had done for the last five where would I be? The answer was a resounding, nowhere, absolutely nowhere.
So I began. My first 5 years in business I grew exponentially; both personally and professionally. I have accomplished much:
- Helped many people into the coffee business.
- Developed a coffee culture.
- Manufactured a world-class product.
- Built a phenomenal brand.
- Provided multiple license opportunities for people to share the wealth.
And as of this writing, my company is going global.
So why coffee?
Well, it’s a universal annuity and it connects me to what I love most of all; people.