WEBVTT

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Hello,

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everyone.

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I'm Jonathan Bass from

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Bellwether Coffee.

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I do marketing and stuff.

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I'm super excited about the webinar that we have today.

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Uh,

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Tony Dossat from Function Coffee has joined us.

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Um,

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really excited about Tony because

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he's wrestled with a lot of the questions in,

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in starting his own coffee business,

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uh,

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that we hear from many of you.

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Um,

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so super excited to let him tell us his story.

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Uh,

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there is

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Function Coffee.

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Um,

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you can see the,

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the logo that he's come up with.

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He's also a design manager,

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um,

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in his spare time,

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so a multi-talented guy.

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But I guess I'll just kick it off,

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uh,

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Tony,

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why,

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why don't you tell,

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uh,

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the audience your story?

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How did you get into coffee?

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Sure.

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Well,

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first of all,

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thanks for having me.

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It's really a pleasure to be here and,

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uh,

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seeing all these folks from

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Across the nation is really awesome to see.

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I'm,

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I'm happy you guys have joined in and I can't wait to get to your questions

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later,

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but um

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When I first got into coffee,

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I was in college in New York City.

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I live in Texas now,

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but um

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I started as a barista.

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This is like before smartphones and all the things,

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so this was

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2007-ish.

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Maybe 6,

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something like that,

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at a place called Oren's Daily Roast,

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and it was this guy,

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he had multiple occasions across the city.

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And he was a roaster,

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and he roasted in New Jersey and then he sent it over to the shops

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and um

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I was a barista there.

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I learned about coffee there.

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I fell in love with service there.

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Um,

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I fell in love with coffee there.

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And,

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um,

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after that,

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I,

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I had,

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uh,

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a stint at uh

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the Mermaid,

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Starbucks.

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Um,

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and then I,

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I moved to Los Angeles where

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uh

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I was actually part of the first cafe.

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This is like really predates me,

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but

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That was allowed to serve Blue Bottle

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outside of the bay.

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So this is before Blue Bottle's

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acquisition and expansion and all of that.

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Uh,

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and then I moved back here to Texas,

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um,

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all the while I was,

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uh,

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kind of

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paying the bills doing barista gigs or

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doing design and user experience design.

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So now I do

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that

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full time for the time being,

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but,

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um.

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I started,

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well,

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I guess we'll get into how I started in my business,

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but

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that's how I was introduced to coffee and my love for coffee.

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Yeah,

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so,

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so how did you get interested in roasting?

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Why,

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why start with roasting?

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OK.

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So,

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ever since I worked at Orange's,

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I wanted to have a cafe.

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Um,

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and we all know that

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cafes are wildly expensive

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to get going.

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Um,

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and there's a saturation in a lot of areas where there are,

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I mean,

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especially someone like

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New York or Los Angeles,

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um,

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but here where I live in Northlake,

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Texas,

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specialty coffee is

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non-existent

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and um.

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I,

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I kept opening my business plan that I had started every year about

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starting a coffee company

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and every year I would close it

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because I got scared and,

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you know,

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I would have kids,

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you know,

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the marriage,

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um,

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have another kid,

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moving houses,

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other jobs,

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and so I would always close the books,

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um,

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but after COVID

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and after just moving around a lot.

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I was like.

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Yeah,

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I,

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I'm,

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I'm kind of done with

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this whole

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Kind of corporate thing,

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um.

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And so I made a final move in corporate now,

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which was like,

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OK,

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this is my means to an end,

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um,

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for what I want to be doing,

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and my wife said,

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OK,

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but we can't just open a cafe.

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So

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just build a brand.

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You know how to build a brand,

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you know how to do marketing,

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you know how to do design,

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you love coffee,

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you've worked in the industry for a long time,

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start roasting.

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And I was like,

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yeah,

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blah blah.

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You gotta do this and this and this.

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I have to get a space.

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And I've been following

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Bellwether since

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y'all had

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the OG

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like iPad

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on the big refrigerator machine,

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right?

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And the cost was very high,

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of course.

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And

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I,

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I couldn't just throw that in my room.

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Um,

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I'd have to get a space.

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And so I waited,

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I waited,

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I waited.

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And then finally,

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I saw the announcement

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for

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the shop roaster,

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and I was like,

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OK,

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hold on.

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Hold the phone.

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Um,

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so I did a pre-order.

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I threw it in my office,

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and I started roasting,

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and um.

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It,

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it literally is plug and play.

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Um,

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there's no special

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thing going on.

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There's no vents,

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you know,

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-- I have to
-- drill.

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That's the roaster in the background,

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right?

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Yeah,

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that's the shop roaster right there.

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So this is your office.

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This is my office.

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So

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I roast during calls like,

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uh,

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it's,

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it's on right now.

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Um,

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I'll throw,

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I'll throw a batch in later,

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but um.

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I started building the brand and I was like,

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you know what,

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I should start selling drinks too.

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I got,

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you know,

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my margins are great because I roast my own coffee.

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Um,

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and so I started doing pop-ups with a coffee cart

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and

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the

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neighborhood and the city

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really glommed onto it and uh

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we are officially opening our coffee shop in the spring and we got a lease and we're

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waiting for permits right now.

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Wow,

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that's,

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that's amazing.

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Um,

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so tell me about your business setup now.

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You're in North Lake,

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Texas,

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so that's,

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uh,

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for the audience's benefit,

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that's a little bit

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above Fort Worth,

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right,

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in the,

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in the kind of Dallas-Fort Worth area.

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And you,

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you,

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you're doing kind of a mail order,

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kind of e-commerce business right now.

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I,

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I know one of the biggest questions we get is about the

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economics of coffee and the price of coffee has increased a lot,

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um,

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especially green.

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I think it's doubled over the last 12 to 18 months.

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Um,

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so tell us something about the economics of your business,

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uh,

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and,

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and how that's worked out.

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Um,

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so,

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uh,

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like,

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like,

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like you said,

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I'm in,

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I'm in North Lake.

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It's about 20 minutes north of

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Fort Worth.

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Um,

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about an hour from Dallas

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and obviously Dallas,

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Fort Worth,

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even some of the suburbs do have specialty coffee,

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but not here in North Lake.

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I charged $20

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for a 30 g

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bag.

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Now,

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usually you'll see a 250 g or you'll see a 340 g,

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and I wanted to land somewhere in the middle.

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I also sell 1 kg,

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but

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No one has batted an eye.

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At $20 a bag,

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roasted.

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And

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the cost to me.

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Landed from the bellwether marketplace.

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It's like a third of that.

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So

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the economics of that,

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especially if I wanted to start a cart without roasting

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or start a cafe without roasting,

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I mean,

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I'm wholesaling this stuff

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for $13.14 dollars,

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$15 a bag.

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Um,

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so.

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As I scale,

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as I start to sell more and more,

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it's like

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Uh,

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if I were to start a cafe,

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I can't imagine not roasting,

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to be honest with you.

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I can't imagine it.

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It would be too expensive.

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Um,

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but because

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I'm doing the roasting,

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that margin is,

00:07:56.500 --> 00:07:56.959
is

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so much better than

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it would have been if I was buying wholesale.

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Yeah.

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So,

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so tell me about the,

00:08:03.489 --> 00:08:04.760
the cafe decision.

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So,

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so,

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you know,

00:08:06.220 --> 00:08:07.239
because I know a lot of,

00:08:07.260 --> 00:08:07.619
um,

00:08:07.730 --> 00:08:10.859
a lot of folks that we talked to are thinking about opening cafes and

00:08:10.859 --> 00:08:13.940
would love to sort of hear what you've gone through and thinking about that,

00:08:14.269 --> 00:08:14.570
uh,

00:08:14.619 --> 00:08:15.850
scouting location,

00:08:15.899 --> 00:08:16.059
you know,

00:08:16.220 --> 00:08:17.820
thinking about sort of the product lineup,

00:08:18.130 --> 00:08:18.750
those sorts of things.

00:08:18.859 --> 00:08:19.000
So,

00:08:19.100 --> 00:08:20.140
so walk us through that,

00:08:20.260 --> 00:08:21.019
that experience.

00:08:21.739 --> 00:08:22.750
Here's what's interesting.

00:08:25.089 --> 00:08:28.510
We were scouting locations for about 3 months.

00:08:29.540 --> 00:08:30.880
One in the right spot,

00:08:31.010 --> 00:08:31.179
uh,

00:08:31.290 --> 00:08:32.530
some of it was the ground up,

00:08:32.650 --> 00:08:34.000
some of it was cold shell,

00:08:34.369 --> 00:08:35.950
some of it was like 2nd gen.

00:08:37.039 --> 00:08:38.659
And we finally found a spot,

00:08:38.679 --> 00:08:40.159
and it is

00:08:41.650 --> 00:08:43.650
The frontage of it is a really busy street,

00:08:43.710 --> 00:08:44.469
which is great.

00:08:45.729 --> 00:08:46.609
No drive-through,

00:08:47.369 --> 00:08:47.830
but

00:08:48.229 --> 00:08:48.760
a lot of,

00:08:48.960 --> 00:08:50.090
a lot of car traffic,

00:08:50.239 --> 00:08:52.070
and it's right in between these two

00:08:52.969 --> 00:08:56.059
really fast growing new build neighborhoods with

00:08:56.239 --> 00:08:57.789
thousands of homes in each,

00:08:58.049 --> 00:08:59.150
right in the middle in the pocket.

00:08:59.909 --> 00:09:01.520
And we found the spot.

00:09:01.900 --> 00:09:02.950
It's an old pharmacy.

00:09:03.059 --> 00:09:05.969
They're splitting into two different units and

00:09:08.039 --> 00:09:10.219
We finally get into lease negotiations,

00:09:10.239 --> 00:09:11.309
and this is where it's interesting,

00:09:11.320 --> 00:09:12.219
and this is where,

00:09:12.760 --> 00:09:13.150
honestly,

00:09:13.280 --> 00:09:15.000
Bellwether kind of saved my ass.

00:09:16.489 --> 00:09:18.000
We get into the lease negotiations,

00:09:18.020 --> 00:09:20.489
and she knew the coffee company knew that I was roasting,

00:09:20.500 --> 00:09:20.820
and she said,

00:09:20.890 --> 00:09:21.020
OK,

00:09:21.099 --> 00:09:22.400
but I'm just making sure

00:09:22.619 --> 00:09:24.140
you won't be roasting at the cafe.

00:09:25.030 --> 00:09:25.479
And I said,

00:09:25.760 --> 00:09:25.799
wait,

00:09:25.890 --> 00:09:26.000
whoa,

00:09:26.119 --> 00:09:26.200
whoa,

00:09:26.250 --> 00:09:26.440
whoa,

00:09:27.000 --> 00:09:27.080
no,

00:09:27.159 --> 00:09:28.090
the whole thing is like.

00:09:28.820 --> 00:09:30.460
It's all one big thing.

00:09:30.539 --> 00:09:31.359
It's all.

00:09:32.719 --> 00:09:32.880
I,

00:09:32.960 --> 00:09:33.299
of course,

00:09:33.320 --> 00:09:34.200
we're gonna roast there.

00:09:35.580 --> 00:09:35.849
She was like,

00:09:35.940 --> 00:09:35.979
no,

00:09:36.059 --> 00:09:36.130
no,

00:09:36.169 --> 00:09:36.219
no,

00:09:36.299 --> 00:09:37.099
they won't to prove that,

00:09:37.179 --> 00:09:37.340
you know,

00:09:37.460 --> 00:09:38.859
it's all this work and the,

00:09:39.020 --> 00:09:39.299
you know,

00:09:39.380 --> 00:09:40.020
smell and this,

00:09:40.059 --> 00:09:40.679
that and the other.

00:09:40.900 --> 00:09:41.260
And I was like,

00:09:41.340 --> 00:09:41.380
no,

00:09:41.460 --> 00:09:41.619
no,

00:09:41.640 --> 00:09:41.700
no.

00:09:42.739 --> 00:09:44.010
I'm gonna send you the link.

00:09:44.630 --> 00:09:46.289
This is the roaster I have.

00:09:46.869 --> 00:09:48.969
Here's all of the information on it,

00:09:49.349 --> 00:09:51.489
and an hour later they approved and we signed the lease.

00:09:52.059 --> 00:09:52.349
They're like,

00:09:52.390 --> 00:09:53.059
oh,

00:09:53.219 --> 00:09:53.570
OK,

00:09:53.859 --> 00:09:53.950
yeah,

00:09:54.070 --> 00:09:54.710
then you're fine.

00:09:56.369 --> 00:09:56.650
Yeah,

00:09:56.770 --> 00:09:57.609
it's that,

00:09:57.650 --> 00:09:58.090
that's amazing.

00:09:58.169 --> 00:09:59.250
We do hear that a lot.

00:09:59.369 --> 00:09:59.599
Um,

00:09:59.609 --> 00:10:00.919
I think a lot of folks don't,

00:10:01.049 --> 00:10:01.340
that are,

00:10:01.429 --> 00:10:03.869
that are new to kind of shopping for roasters.

00:10:04.349 --> 00:10:05.510
I don't understand what,

00:10:05.590 --> 00:10:08.489
what goes into it if you don't have a ventless option.

00:10:08.869 --> 00:10:09.229
Um,

00:10:09.369 --> 00:10:09.719
the,

00:10:09.989 --> 00:10:10.190
the,

00:10:10.260 --> 00:10:10.909
the ductwork,

00:10:11.030 --> 00:10:11.190
the,

00:10:11.260 --> 00:10:12.270
the renovation,

00:10:12.750 --> 00:10:13.109
um,

00:10:13.309 --> 00:10:13.469
that,

00:10:13.590 --> 00:10:13.710
you know,

00:10:13.820 --> 00:10:15.229
they often have afterburners,

00:10:15.309 --> 00:10:15.460
uh,

00:10:15.510 --> 00:10:16.669
which the afterburner,

00:10:16.869 --> 00:10:17.150
you know,

00:10:17.390 --> 00:10:20.989
takes a lot of natural gas that typically takes more natural gas than the,

00:10:21.099 --> 00:10:21.919
than the rooster itself,

00:10:21.989 --> 00:10:22.570
even if you're

00:10:22.950 --> 00:10:24.219
roasting with natural gas.

00:10:24.469 --> 00:10:26.309
It can be tens of thousands of dollars we,

00:10:26.590 --> 00:10:26.669
we,

00:10:26.750 --> 00:10:26.989
as,

00:10:27.090 --> 00:10:27.929
as we understand.

00:10:28.109 --> 00:10:28.450
So

00:10:28.590 --> 00:10:28.789
you,

00:10:28.869 --> 00:10:29.070
you,

00:10:29.190 --> 00:10:30.789
you shopped all that out and,

00:10:30.909 --> 00:10:32.049
and priced all that out

00:10:32.229 --> 00:10:33.150
and making the decision.

00:10:33.429 --> 00:10:34.349
And also what's,

00:10:34.390 --> 00:10:36.010
what's shocking to me is,

00:10:36.510 --> 00:10:37.090
and I,

00:10:37.229 --> 00:10:39.489
I haven't watched like every penny,

00:10:39.590 --> 00:10:39.929
OK,

00:10:40.150 --> 00:10:40.580
but

00:10:42.080 --> 00:10:43.030
And I'm not like

00:10:43.270 --> 00:10:44.940
roasting thousands a week,

00:10:45.039 --> 00:10:45.940
but I'm roasting.

00:10:46.840 --> 00:10:47.929
Between 100 and

00:10:49.200 --> 00:10:49.530
200,

00:10:49.599 --> 00:10:49.640
I,

00:10:49.770 --> 00:10:51.690
I sell between 100 and 200 bags a month.

00:10:53.229 --> 00:10:54.969
And my electric bill is like

00:10:55.190 --> 00:10:55.580
not.

00:10:56.299 --> 00:10:56.539
I mean,

00:10:56.580 --> 00:10:58.090
it's within a margin of error,

00:10:58.190 --> 00:10:58.429
different.

00:10:58.500 --> 00:11:00.200
It's quite shocking to me.

00:11:00.890 --> 00:11:02.109
That it's not

00:11:02.530 --> 00:11:03.729
outrageously like,

00:11:03.809 --> 00:11:03.969
oh,

00:11:04.010 --> 00:11:06.669
it used to be $200 a month and now it's $350 a month.

00:11:06.929 --> 00:11:08.030
I'm just not seeing it.

00:11:08.559 --> 00:11:08.849
And you know,

00:11:08.890 --> 00:11:10.969
as an all-electric operation like.

00:11:13.380 --> 00:11:14.140
I think it's,

00:11:14.219 --> 00:11:18.349
I think it's about 0.17 kilowatt hours per pound.

00:11:18.539 --> 00:11:18.979
It's the,

00:11:19.099 --> 00:11:20.640
it's not only electric,

00:11:20.700 --> 00:11:22.559
it's the most energy efficient,

00:11:22.859 --> 00:11:23.250
uh,

00:11:23.700 --> 00:11:25.179
coffee roaster on the market.

00:11:25.340 --> 00:11:25.729
So it's,

00:11:25.780 --> 00:11:26.669
it's nice to hear

00:11:26.979 --> 00:11:28.450
that actually plays out.

00:11:28.820 --> 00:11:28.900
Yeah,

00:11:28.979 --> 00:11:29.659
the monthly bill,

00:11:29.710 --> 00:11:30.049
it's like,

00:11:30.140 --> 00:11:32.260
and I have a Tesla that I charge too,

00:11:32.619 --> 00:11:34.760
so I'm trying to do the whole like electric

00:11:35.570 --> 00:11:36.239
operations thing.

00:11:37.469 --> 00:11:38.510
And it really like it.

00:11:41.989 --> 00:11:43.159
Marginal difference.

00:11:43.440 --> 00:11:43.599
Yeah,

00:11:43.719 --> 00:11:45.619
we were talking to a roaster in,

00:11:45.640 --> 00:11:45.840
uh,

00:11:45.849 --> 00:11:48.229
Northern California and they were pricing it out and saying it's,

00:11:48.280 --> 00:11:49.219
it's around,

00:11:49.719 --> 00:11:49.909
uh,

00:11:49.960 --> 00:11:51.780
it's about 3x the cost,

00:11:51.880 --> 00:11:53.010
just the energy cost,

00:11:53.119 --> 00:11:53.239
you know,

00:11:53.479 --> 00:11:55.340
forget the renovations and,

00:11:55.349 --> 00:11:56.080
and everything else.

00:11:56.239 --> 00:11:56.390
The,

00:11:56.479 --> 00:11:56.679
the,

00:11:56.760 --> 00:11:58.770
the alternative is about 3x the energy cost.

00:11:58.859 --> 00:11:59.669
So it's another,

00:12:00.159 --> 00:12:02.020
it's another cost savings that you do realize,

00:12:02.840 --> 00:12:04.479
which that stuff adds up like.

00:12:05.299 --> 00:12:06.419
3X energy,

00:12:06.460 --> 00:12:06.619
I,

00:12:06.900 --> 00:12:07.280
I mean.

00:12:08.530 --> 00:12:11.150
Coffee margins are tight anyway and especially when you're doing

00:12:11.369 --> 00:12:14.989
having a cafe and staff is involved and you gotta pay for

00:12:15.840 --> 00:12:18.049
oh I mean water is insane expensive,

00:12:18.349 --> 00:12:18.809
um.

00:12:19.650 --> 00:12:20.799
So where you can save.

00:12:21.969 --> 00:12:22.609
Is ideal,

00:12:22.729 --> 00:12:23.109
you know.

00:12:24.869 --> 00:12:25.070
So,

00:12:25.150 --> 00:12:26.950
so tell us a little bit about the maintenance,

00:12:27.059 --> 00:12:27.200
right,

00:12:27.390 --> 00:12:27.669
because I,

00:12:27.739 --> 00:12:28.820
I know that's the trade-off,

00:12:28.869 --> 00:12:29.039
right?

00:12:29.150 --> 00:12:30.369
You can go with the vents,

00:12:30.469 --> 00:12:30.989
the ducts,

00:12:31.070 --> 00:12:31.950
the afterburner,

00:12:32.070 --> 00:12:32.270
you know,

00:12:32.419 --> 00:12:33.469
tens of thousands of dollars.

00:12:33.869 --> 00:12:34.109
We're,

00:12:34.270 --> 00:12:37.239
we've got a closed loop system where we're recycling all the exhaust.

00:12:37.309 --> 00:12:37.469
It,

00:12:37.549 --> 00:12:38.989
it comes out as water and,

00:12:39.099 --> 00:12:40.289
and chaff essentially.

00:12:40.659 --> 00:12:40.950
But what,

00:12:41.030 --> 00:12:42.429
what kind of preventative maintenance you,

00:12:42.590 --> 00:12:42.869
you need,

00:12:42.950 --> 00:12:44.059
you change the filters,

00:12:44.070 --> 00:12:44.390
like what,

00:12:44.469 --> 00:12:45.340
what's your experience been with that?

00:12:47.150 --> 00:12:47.390
I mean,

00:12:47.440 --> 00:12:48.390
it's pretty easy.

00:12:48.909 --> 00:12:51.099
There's no heavy lifting.

00:12:52.609 --> 00:12:54.659
There's a pre-filter that you have to

00:12:54.909 --> 00:12:55.409
clean

00:12:56.070 --> 00:12:58.289
just with the shop vac is what I do

00:12:58.469 --> 00:13:00.250
every 4 roasts or so

00:13:00.590 --> 00:13:04.969
and then obviously dumping the chaff container and water that

00:13:05.710 --> 00:13:06.619
gets off the beans.

00:13:06.849 --> 00:13:08.010
You can see that

00:13:08.309 --> 00:13:11.359
right there is where the chaff is collected in the water.

00:13:11.510 --> 00:13:13.549
It's actually really cool how it

00:13:14.419 --> 00:13:14.809
the,

00:13:15.229 --> 00:13:17.309
the water goes in a separate.

00:13:18.640 --> 00:13:21.000
Kind of compartment of that bucket.

00:13:21.469 --> 00:13:21.539
Um,

00:13:21.960 --> 00:13:22.500
so I just,

00:13:22.840 --> 00:13:25.900
I just shot back the uh chap out of there.

00:13:26.080 --> 00:13:27.979
I shot back the pre-filters

00:13:28.349 --> 00:13:29.630
every 4 roasts.

00:13:29.950 --> 00:13:30.700
It takes

00:13:30.880 --> 00:13:32.380
all of 30 seconds,

00:13:32.940 --> 00:13:32.950
um,

00:13:33.000 --> 00:13:35.820
and then the preventative stuff is a little bit

00:13:36.169 --> 00:13:36.659
more

00:13:37.400 --> 00:13:38.539
time consuming than

00:13:38.679 --> 00:13:39.280
that is,

00:13:39.390 --> 00:13:40.219
but um

00:13:40.760 --> 00:13:41.780
it's a couple of.

00:13:42.760 --> 00:13:44.080
Allen wrench bolts,

00:13:44.090 --> 00:13:45.229
changing the filter,

00:13:45.450 --> 00:13:46.400
and then of course this,

00:13:46.489 --> 00:13:48.119
the porthole is what I call it.

00:13:48.130 --> 00:13:48.630
I don't know.

00:13:49.440 --> 00:13:50.440
You guys call that as well,

00:13:50.500 --> 00:13:50.869
but

00:13:51.159 --> 00:13:51.559
um,

00:13:52.559 --> 00:13:54.109
That will naturally,

00:13:54.119 --> 00:13:54.820
like it,

00:13:54.880 --> 00:13:58.659
it would collect the kind of carbon residue or whatever it is,

00:13:59.039 --> 00:13:59.270
uh,

00:13:59.280 --> 00:14:00.219
technical term.

00:14:00.760 --> 00:14:03.599
And so you can see it kind of get blacker as

00:14:03.599 --> 00:14:05.789
you roast and roast and roast and roast and roast,

00:14:06.039 --> 00:14:07.150
and after about

00:14:07.820 --> 00:14:08.539
I don't know,

00:14:08.549 --> 00:14:09.080
uh.

00:14:12.299 --> 00:14:13.700
50 roasts,

00:14:13.859 --> 00:14:15.859
I will take it off and scrape it off,

00:14:15.940 --> 00:14:17.219
scrape off all of that,

00:14:17.260 --> 00:14:17.719
uh,

00:14:18.099 --> 00:14:21.200
the black there just so I can see in again and it's kind of nice and.

00:14:21.789 --> 00:14:22.369
Um

00:14:23.440 --> 00:14:27.840
But the the machine tells you when to clean in between those 4 roasts,

00:14:28.250 --> 00:14:29.909
to do that like 32nd

00:14:30.530 --> 00:14:31.119
shop back.

00:14:32.119 --> 00:14:32.770
Clean,

00:14:33.119 --> 00:14:33.309
uh,

00:14:33.390 --> 00:14:34.239
and then dump the water.

00:14:34.320 --> 00:14:35.229
I have a sink over here.

00:14:35.280 --> 00:14:36.619
I just dump the water in there.

00:14:37.349 --> 00:14:38.130
And um.

00:14:38.890 --> 00:14:39.169
I mean,

00:14:39.489 --> 00:14:40.450
it's not hyperbolic.

00:14:40.609 --> 00:14:42.289
30 seconds is not hyperbole.

00:14:42.330 --> 00:14:42.570
It,

00:14:42.849 --> 00:14:44.849
it is literally 30 seconds.

00:14:44.979 --> 00:14:45.330
Yeah,

00:14:45.690 --> 00:14:47.190
so worth the trade in your opinion,

00:14:47.609 --> 00:14:47.750
uh,

00:14:47.809 --> 00:14:49.049
to be able to plug in and roast.

00:14:49.109 --> 00:14:49.330
I mean,

00:14:49.450 --> 00:14:50.229
hands down.

00:14:51.489 --> 00:14:52.840
Yesterday I was roasting,

00:14:53.250 --> 00:14:53.369
again,

00:14:53.450 --> 00:14:55.710
like that that's the beauty of it is

00:14:55.929 --> 00:14:57.510
I can be on a Zoom call

00:14:58.169 --> 00:14:59.190
at my day job

00:14:59.849 --> 00:15:00.799
while I'm saving and,

00:15:00.929 --> 00:15:01.130
you know,

00:15:01.239 --> 00:15:02.270
building up a shop.

00:15:02.690 --> 00:15:04.590
My kids can be homesick from school.

00:15:05.169 --> 00:15:06.369
I can have a roast going.

00:15:07.820 --> 00:15:08.020
You know,

00:15:08.099 --> 00:15:10.650
the old like set it and forget it turkey thing that was like,

00:15:12.020 --> 00:15:12.030
yeah,

00:15:12.500 --> 00:15:14.039
that's kind of what it's like

00:15:14.539 --> 00:15:18.440
so I can like live life and do the things and do the 9 to 5

00:15:19.020 --> 00:15:20.580
while my side hustle is like.

00:15:21.909 --> 00:15:23.159
Operating behind me,

00:15:23.460 --> 00:15:23.719
yeah.

00:15:24.539 --> 00:15:27.530
And then the side hustle is now going to be able to take over the full time,

00:15:27.539 --> 00:15:27.859
and it's,

00:15:28.099 --> 00:15:28.340
I mean,

00:15:28.359 --> 00:15:28.820
it's.

00:15:30.109 --> 00:15:30.200
Yeah,

00:15:30.280 --> 00:15:30.520
I,

00:15:30.679 --> 00:15:31.539
I personally,

00:15:32.549 --> 00:15:36.890
would not be able to do what I'm doing or be in the position I'm in

00:15:37.789 --> 00:15:38.090
without

00:15:38.349 --> 00:15:39.570
the ease of use.

00:15:40.260 --> 00:15:40.270
Of

00:15:40.659 --> 00:15:41.280
this machine

00:15:41.780 --> 00:15:42.250
and

00:15:42.419 --> 00:15:44.039
and with Bellwether and I'm not,

00:15:44.260 --> 00:15:44.659
guys.

00:15:45.780 --> 00:15:47.280
I'm not being paid to say this

00:15:47.669 --> 00:15:48.239
at all.

00:15:48.419 --> 00:15:50.280
I'm not getting free green beans.

00:15:50.539 --> 00:15:51.760
I'm like nothing.

00:15:52.130 --> 00:15:52.919
I'm just a fan.

00:15:53.500 --> 00:15:53.919
Yeah,

00:15:54.299 --> 00:15:54.419
well,

00:15:54.500 --> 00:15:54.609
we,

00:15:54.669 --> 00:15:55.659
we certainly appreciate it.

00:15:55.820 --> 00:15:55.900
Well,

00:15:55.940 --> 00:15:56.659
that's a good segue.

00:15:56.809 --> 00:15:57.580
Why don't you,

00:15:57.700 --> 00:15:57.979
um,

00:15:58.099 --> 00:15:59.820
this is a really unique opportunity because you,

00:15:59.929 --> 00:16:00.659
you've got the,

00:16:00.739 --> 00:16:01.640
the roaster right there.

00:16:02.299 --> 00:16:03.159
Why don't you show,

00:16:03.380 --> 00:16:03.659
uh,

00:16:03.739 --> 00:16:04.599
the audience

00:16:04.940 --> 00:16:05.539
how it works?

00:16:05.619 --> 00:16:05.710
You want,

00:16:05.849 --> 00:16:07.150
you want a demo roast for us,

00:16:07.659 --> 00:16:08.450
and maybe talk about,

00:16:08.500 --> 00:16:08.659
I mean,

00:16:08.739 --> 00:16:09.650
you are new to roasting.

00:16:09.700 --> 00:16:10.390
I think a lot of,

00:16:10.500 --> 00:16:11.179
a lot of folks,

00:16:11.260 --> 00:16:11.450
I mean,

00:16:11.460 --> 00:16:11.809
this,

00:16:12.140 --> 00:16:14.359
this product is designed to go in a cafe.

00:16:14.500 --> 00:16:14.919
Um,

00:16:15.099 --> 00:16:16.739
a lot of the folks that are using it are,

00:16:16.849 --> 00:16:17.979
are roasting for the first time.

00:16:18.080 --> 00:16:18.559
So maybe.

00:16:19.099 --> 00:16:19.320
Uh,

00:16:19.340 --> 00:16:21.239
walk folks through what that experience was like.

00:16:21.340 --> 00:16:21.650
Was it,

00:16:21.809 --> 00:16:21.940
you know,

00:16:22.020 --> 00:16:23.409
how long did it take to dial in?

00:16:23.469 --> 00:16:23.780
And I know,

00:16:23.859 --> 00:16:24.260
and you,

00:16:24.419 --> 00:16:25.919
I think you mentioned that you're using

00:16:26.460 --> 00:16:27.309
mostly,

00:16:27.320 --> 00:16:27.409
uh,

00:16:27.419 --> 00:16:28.460
coffees from the marketplace,

00:16:28.539 --> 00:16:29.859
but you're also sourcing,

00:16:30.200 --> 00:16:30.210
uh,

00:16:30.299 --> 00:16:32.059
you're sourcing some of your own green as well.

00:16:32.409 --> 00:16:32.700
So maybe,

00:16:32.799 --> 00:16:32.809
yeah,

00:16:33.059 --> 00:16:33.520
so I,

00:16:33.700 --> 00:16:34.200
I do both.

00:16:34.359 --> 00:16:35.030
I have,

00:16:35.219 --> 00:16:35.840
I have

00:16:36.059 --> 00:16:38.280
beans that I get from Bellwether's Marketplace,

00:16:38.619 --> 00:16:39.669
and then,

00:16:39.679 --> 00:16:39.690
uh,

00:16:39.700 --> 00:16:43.979
there is a roaster here locally that also is a green bean provider that I use.

00:16:44.419 --> 00:16:45.619
So I don't feel like.

00:16:46.219 --> 00:16:46.859
I'm

00:16:47.179 --> 00:16:48.880
confined to only using

00:16:49.619 --> 00:16:50.400
bellwether

00:16:50.820 --> 00:16:52.080
product like beans,

00:16:52.340 --> 00:16:52.700
um,

00:16:52.820 --> 00:16:55.239
and you can go in and play with the profiles and stuff.

00:16:55.580 --> 00:16:55.809
Uh,

00:16:55.820 --> 00:16:56.690
I use.

00:16:57.320 --> 00:16:57.780
Um,

00:16:58.000 --> 00:16:58.590
the

00:17:00.130 --> 00:17:02.070
Preloaded profiles for

00:17:02.489 --> 00:17:03.549
a majority of

00:17:03.770 --> 00:17:05.380
the beans they get from the marketplace.

00:17:05.608 --> 00:17:07.089
And so let me just show you.

00:17:07.798 --> 00:17:08.718
And I was,

00:17:08.878 --> 00:17:10.388
I was new to all this too,

00:17:10.999 --> 00:17:12.958
until March of 2025.

00:17:13.438 --> 00:17:14.769
So can you see the roaster?

00:17:15.719 --> 00:17:16.180
We can,

00:17:16.439 --> 00:17:16.630
yeah,

00:17:17.300 --> 00:17:17.439
it.

00:17:18.808 --> 00:17:19.088
OK,

00:17:19.249 --> 00:17:19.398
great.

00:17:19.489 --> 00:17:20.048
Let me just,

00:17:20.489 --> 00:17:20.958
those are my,

00:17:21.167 --> 00:17:22.167
-- this
-- is always challenging.

00:17:22.208 --> 00:17:23.058
I'm gonna see how you,

00:17:23.167 --> 00:17:24.448
you handle this on the webinars.

00:17:24.489 --> 00:17:26.489
We can't quite zoom in enough to see everything,

00:17:26.568 --> 00:17:26.898
but,

00:17:27.167 --> 00:17:29.048
-- so
-- earlier I pre-weighed out.

00:17:29.129 --> 00:17:30.909
I got an order yesterday

00:17:31.458 --> 00:17:32.068
for

00:17:32.409 --> 00:17:34.249
uh 3 pounds of decaf.

00:17:34.639 --> 00:17:36.889
So I pre-weighed out the batch.

00:17:37.129 --> 00:17:38.088
So it's um

00:17:38.409 --> 00:17:39.109
0

00:17:39.318 --> 00:17:41.389
1300 g

00:17:41.688 --> 00:17:42.409
to load.

00:17:43.050 --> 00:17:44.229
And so this is what you do.

00:17:47.310 --> 00:17:48.150
You take off the top.

00:17:50.969 --> 00:17:52.040
You dump in the greens.

00:17:54.939 --> 00:17:54.949
OK.

00:17:56.680 --> 00:17:57.420
Put it back on

00:18:02.369 --> 00:18:02.630
Then

00:18:03.130 --> 00:18:04.000
I'll take you here.

00:18:05.300 --> 00:18:05.930
Come with me.

00:18:06.689 --> 00:18:07.209
OK.

00:18:08.390 --> 00:18:08.810
So,

00:18:08.819 --> 00:18:09.489
here's the screen,

00:18:09.910 --> 00:18:11.050
because I haven't done anything

00:18:11.709 --> 00:18:12.670
uh since it's been on,

00:18:12.750 --> 00:18:13.390
it's saying,

00:18:13.670 --> 00:18:14.099
hey,

00:18:14.430 --> 00:18:15.650
touch the screen to continue,

00:18:16.030 --> 00:18:16.790
so I'll do that.

00:18:17.189 --> 00:18:17.750
And then.

00:18:18.390 --> 00:18:21.719
It has all of the profiles and beans that I have here

00:18:21.989 --> 00:18:22.650
on a list,

00:18:23.030 --> 00:18:23.510
OK.

00:18:24.390 --> 00:18:25.069
Right there,

00:18:25.170 --> 00:18:26.020
all the things,

00:18:26.099 --> 00:18:28.550
and so what I'm looking for is my decaf,

00:18:29.189 --> 00:18:29.599
which.

00:18:30.380 --> 00:18:34.079
I go in and I rename the profiles based on my

00:18:34.660 --> 00:18:35.229
roasts,

00:18:35.300 --> 00:18:37.780
and mine are all like corporate jargon themed,

00:18:37.859 --> 00:18:39.699
so my decaf is called Out of Office.

00:18:40.500 --> 00:18:41.000
So

00:18:41.300 --> 00:18:42.119
I'm gonna go

00:18:42.219 --> 00:18:43.780
and look for my decaf

00:18:43.900 --> 00:18:44.880
out of office.

00:18:45.979 --> 00:18:47.400
So I'm scrolling.

00:18:48.189 --> 00:18:51.380
And you can see all the different ones we've got Brazil,

00:18:51.390 --> 00:18:52.270
Ethiopia,

00:18:52.430 --> 00:18:53.390
Guatemala,

00:18:53.790 --> 00:18:54.430
um,

00:18:54.829 --> 00:18:56.089
all the different things

00:18:56.469 --> 00:18:57.089
looking,

00:18:57.709 --> 00:18:58.449
and here we go.

00:18:58.589 --> 00:18:59.839
That's my decaf right there.

00:19:00.560 --> 00:19:01.420
I press it.

00:19:04.469 --> 00:19:06.910
And then I confirm the beans or I stop the roast.

00:19:07.030 --> 00:19:08.810
Here I'm gonna confirm the beans.

00:19:09.599 --> 00:19:11.680
And it says beans have been added,

00:19:12.079 --> 00:19:14.459
and it's going to now heat the machine,

00:19:14.920 --> 00:19:18.469
and it takes 27 minutes to heat for the first roast.

00:19:18.880 --> 00:19:19.329
All,

00:19:19.479 --> 00:19:22.359
all roasts after the first roast,

00:19:23.089 --> 00:19:23.099
it,

00:19:23.160 --> 00:19:24.199
it's a variable,

00:19:24.239 --> 00:19:25.699
but it's like 6 minutes

00:19:26.040 --> 00:19:26.619
to

00:19:26.819 --> 00:19:27.260
uh

00:19:27.599 --> 00:19:28.540
bring it back

00:19:28.760 --> 00:19:32.780
down or up from the temperature that it landed on from the previous roast.

00:19:34.189 --> 00:19:35.290
So here it shows

00:19:35.709 --> 00:19:36.650
all the different stuff.

00:19:37.569 --> 00:19:38.829
And now I chill out.

00:19:40.520 --> 00:19:42.020
Jump on my Zoom calls.

00:19:43.069 --> 00:19:43.859
Tend to my kids,

00:19:43.979 --> 00:19:44.680
do whatever.

00:19:46.410 --> 00:19:46.989
And then

00:19:47.599 --> 00:19:48.290
That's it.

00:19:48.839 --> 00:19:48.920
Well,

00:19:49.000 --> 00:19:50.199
we're waiting for it to warm up,

00:19:50.280 --> 00:19:51.140
why don't we take some,

00:19:51.280 --> 00:19:52.099
some questions,

00:19:52.390 --> 00:19:52.550
uh,

00:19:52.560 --> 00:19:53.160
for the audience and,

00:19:53.239 --> 00:19:53.400
and,

00:19:53.520 --> 00:19:54.380
and for the folks,

00:19:54.400 --> 00:19:54.660
uh,

00:19:54.670 --> 00:19:55.219
on the line,

00:19:55.359 --> 00:19:58.060
I wanna direct most of the questions that Luke has been very generous,

00:19:58.420 --> 00:19:58.680
um,

00:19:58.800 --> 00:19:59.479
or not Luke.

00:19:59.599 --> 00:20:01.380
Luke asked the first question at Tony,

00:20:01.680 --> 00:20:01.880
uh,

00:20:01.959 --> 00:20:03.300
he's been very generous with his time.

00:20:03.359 --> 00:20:04.719
You can talk to us anytime.

00:20:04.839 --> 00:20:05.160
So let's,

00:20:05.239 --> 00:20:06.780
let's try to focus on the questions

00:20:07.079 --> 00:20:07.459
for him.

00:20:07.839 --> 00:20:08.660
So first off,

00:20:09.219 --> 00:20:09.469
uh,

00:20:09.599 --> 00:20:11.599
so 220 to start with this roaster.

00:20:11.680 --> 00:20:12.660
Other than this brand,

00:20:13.479 --> 00:20:14.099
um,

00:20:14.359 --> 00:20:15.020
let's see

00:20:15.219 --> 00:20:16.819
if I can put it up on the screen here.

00:20:18.099 --> 00:20:19.089
Other than this brand,

00:20:19.420 --> 00:20:19.579
uh,

00:20:19.630 --> 00:20:20.329
what was your main,

00:20:20.390 --> 00:20:20.550
uh,

00:20:20.670 --> 00:20:21.930
big investment to get going?

00:20:23.849 --> 00:20:24.969
Other than the roaster,

00:20:25.140 --> 00:20:25.709
yes,

00:20:26.050 --> 00:20:26.510
OK,

00:20:26.729 --> 00:20:27.170
um.

00:20:28.709 --> 00:20:29.130
Jeez,

00:20:29.339 --> 00:20:31.969
the biggest investment other than the roaster.

00:20:32.810 --> 00:20:33.089
I mean,

00:20:33.170 --> 00:20:33.829
it is,

00:20:33.969 --> 00:20:35.489
it is the biggest investment,

00:20:35.660 --> 00:20:36.000
but,

00:20:36.130 --> 00:20:36.640
uh,

00:20:36.650 --> 00:20:37.430
it's also

00:20:37.969 --> 00:20:38.560
the one that

00:20:38.729 --> 00:20:41.349
pays the best like dividends to the business.

00:20:41.689 --> 00:20:42.069
Um.

00:20:43.280 --> 00:20:44.180
I got a scale.

00:20:44.359 --> 00:20:44.560
I,

00:20:44.719 --> 00:20:47.099
I would say that my batch grinder

00:20:47.560 --> 00:20:50.140
was probably the most expensive

00:20:50.579 --> 00:20:51.760
after the roaster,

00:20:51.800 --> 00:20:52.239
um,

00:20:52.800 --> 00:20:53.510
so that I could,

00:20:53.599 --> 00:20:54.040
if a,

00:20:54.160 --> 00:20:54.579
if

00:20:54.760 --> 00:20:55.640
a customer wanted,

00:20:55.699 --> 00:20:58.160
I could grind the beans to their liking.

00:20:59.410 --> 00:21:00.449
Before I mail it out.

00:21:00.849 --> 00:21:01.410
So,

00:21:01.689 --> 00:21:03.510
but that I got off eBay

00:21:03.689 --> 00:21:04.800
from uh a,

00:21:04.849 --> 00:21:06.280
a coffee shop that closed,

00:21:06.689 --> 00:21:09.650
and it was the biggest purchase I ever made on eBay because,

00:21:09.869 --> 00:21:10.430
um,

00:21:10.770 --> 00:21:10.969
you know,

00:21:11.079 --> 00:21:11.449
you want,

00:21:11.569 --> 00:21:12.920
you want a nice grinder,

00:21:13.329 --> 00:21:13.719
but

00:21:14.290 --> 00:21:15.489
It's been crushing.

00:21:15.569 --> 00:21:15.930
It's like,

00:21:16.010 --> 00:21:16.979
it's been awesome.

00:21:17.089 --> 00:21:18.069
And uh

00:21:18.650 --> 00:21:20.449
that was like 800 bucks used,

00:21:20.729 --> 00:21:22.310
and usually it's like 2 G's.

00:21:22.689 --> 00:21:23.630
So that was a great,

00:21:23.849 --> 00:21:24.670
great find.

00:21:25.010 --> 00:21:25.750
Um,

00:21:26.209 --> 00:21:27.229
I have the scale.

00:21:27.290 --> 00:21:28.270
I have different

00:21:28.729 --> 00:21:29.150
like

00:21:29.530 --> 00:21:31.349
PET buckets and stuff.

00:21:31.800 --> 00:21:32.310
Um,

00:21:32.579 --> 00:21:33.030
obviously,

00:21:33.050 --> 00:21:36.530
if you're getting into like a cart situation outside of roasting,

00:21:36.890 --> 00:21:38.040
the cart is expensive,

00:21:38.130 --> 00:21:39.030
the espresso machine,

00:21:39.170 --> 00:21:40.050
the plumbing and all that,

00:21:40.109 --> 00:21:40.449
but

00:21:40.810 --> 00:21:42.270
just for my roasting operation.

00:21:42.949 --> 00:21:43.239
Uh,

00:21:43.280 --> 00:21:43.979
it's that

00:21:44.119 --> 00:21:45.479
I also started with,

00:21:45.560 --> 00:21:45.869
um,

00:21:46.000 --> 00:21:46.880
I don't know how

00:21:47.160 --> 00:21:48.199
in the weeds you want me to get,

00:21:48.280 --> 00:21:48.739
but

00:21:49.160 --> 00:21:50.699
I designed my own bags

00:21:51.319 --> 00:21:52.339
because I didn't want,

00:21:52.439 --> 00:21:53.000
um,

00:21:53.640 --> 00:21:54.579
to just have a blank

00:21:54.800 --> 00:21:55.040
bag,

00:21:55.099 --> 00:21:56.339
and I have a design background,

00:21:56.560 --> 00:21:56.939
so,

00:21:57.140 --> 00:21:57.560
um.

00:21:58.640 --> 00:22:00.180
I first went with

00:22:00.790 --> 00:22:02.699
a company called Roaststar

00:22:03.079 --> 00:22:04.180
to print my bags,

00:22:05.119 --> 00:22:08.900
and then since then I have now outsourced the print to

00:22:09.439 --> 00:22:10.420
overseas

00:22:10.760 --> 00:22:11.089
where

00:22:11.489 --> 00:22:14.920
I'm I'm getting it for 1/3 of the price per bag,

00:22:15.319 --> 00:22:17.329
so just increasing the margin even more.

00:22:18.030 --> 00:22:18.359
Um,

00:22:18.410 --> 00:22:18.800
on that,

00:22:18.839 --> 00:22:21.219
and I have a new bag design actually coming out

00:22:21.560 --> 00:22:24.180
next week with my Black Friday sale.

00:22:26.459 --> 00:22:27.140
Good tease.

00:22:27.339 --> 00:22:27.810
Um,

00:22:28.060 --> 00:22:29.939
and we'll throw your website up on at the end.

00:22:30.500 --> 00:22:31.829
So one more question from Jay.

00:22:31.939 --> 00:22:32.140
So,

00:22:32.339 --> 00:22:32.859
so Tony,

00:22:32.939 --> 00:22:33.579
when you're roasting,

00:22:33.650 --> 00:22:36.719
is there any smoke leakage at all and how noticeable is the smell?

00:22:37.920 --> 00:22:38.439
Um,

00:22:39.520 --> 00:22:39.760
smoke,

00:22:39.839 --> 00:22:41.390
I haven't noticed at all,

00:22:41.400 --> 00:22:42.079
actually.

00:22:42.319 --> 00:22:42.640
I mean,

00:22:42.880 --> 00:22:43.930
maybe there's like a

00:22:45.540 --> 00:22:45.910
Piff

00:22:47.040 --> 00:22:47.670
If that's like an,

00:22:47.739 --> 00:22:49.300
a word I can use like there's like a

00:22:50.000 --> 00:22:50.430
or something,

00:22:50.479 --> 00:22:51.680
but I actually haven't.

00:22:53.020 --> 00:22:55.319
Noticed or seen any smoke.

00:22:55.619 --> 00:22:56.280
Um,

00:22:56.780 --> 00:22:58.239
if I'm doing more than

00:22:58.660 --> 00:22:59.680
a batch,

00:22:59.739 --> 00:23:00.719
like today,

00:23:01.180 --> 00:23:04.119
if I'm doing like 7 for an event or something,

00:23:04.140 --> 00:23:06.900
or I did like a big Labor Day sale,

00:23:07.140 --> 00:23:09.640
and I'm having to do like 10 batches,

00:23:10.020 --> 00:23:11.439
I'll open up the window

00:23:11.579 --> 00:23:13.160
and throw a fan on

00:23:13.739 --> 00:23:14.800
just because.

00:23:15.699 --> 00:23:15.819
I,

00:23:15.939 --> 00:23:16.180
I mean,

00:23:16.260 --> 00:23:17.859
I'm in a residential home,

00:23:18.219 --> 00:23:18.739
um.

00:23:19.949 --> 00:23:21.579
Just to get some of the,

00:23:21.709 --> 00:23:23.550
the smell of roasting,

00:23:23.890 --> 00:23:24.250
um,

00:23:24.270 --> 00:23:24.589
out,

00:23:24.709 --> 00:23:25.339
but in a,

00:23:25.430 --> 00:23:28.109
in a situation where you're in like a coffee shop,

00:23:28.930 --> 00:23:29.250
There,

00:23:29.489 --> 00:23:33.109
there will be no discernible scent of

00:23:33.609 --> 00:23:34.989
the roasting because

00:23:35.170 --> 00:23:37.920
when you're grinding espresso shots over and over again,

00:23:38.250 --> 00:23:39.040
that stuff,

00:23:39.359 --> 00:23:40.930
the fine particles there.

00:23:42.250 --> 00:23:43.189
Saturates

00:23:43.410 --> 00:23:45.069
the aromas of the shop.

00:23:45.410 --> 00:23:45.550
Um,

00:23:45.810 --> 00:23:48.150
we just recently did an event at a school

00:23:48.729 --> 00:23:51.170
where for the PTA we brought our coffee cart.

00:23:52.229 --> 00:23:54.489
And I was just like ripping shots.

00:23:54.829 --> 00:23:55.449
And

00:23:55.790 --> 00:23:56.339
like,

00:23:56.390 --> 00:23:57.270
down the hall,

00:23:57.349 --> 00:23:57.959
they were like,

00:23:58.469 --> 00:23:59.540
I smell the coffee.

00:23:59.630 --> 00:24:00.079
What is that?

00:24:00.229 --> 00:24:00.339
Like,

00:24:00.390 --> 00:24:00.969
come on in.

00:24:01.310 --> 00:24:01.729
So

00:24:02.069 --> 00:24:04.180
if it's in like a a proper shop,

00:24:04.589 --> 00:24:05.569
you're going to smell

00:24:05.670 --> 00:24:06.890
the aroma of

00:24:07.270 --> 00:24:10.930
the constant grinding of espresso or bags that you have for retail,

00:24:11.270 --> 00:24:13.329
where when you're in a residential home,

00:24:13.709 --> 00:24:14.949
you do more than a batch,

00:24:15.069 --> 00:24:16.729
you're gonna want to open a window and

00:24:17.189 --> 00:24:17.550
just,

00:24:17.829 --> 00:24:19.130
I have this like right here.

00:24:22.060 --> 00:24:23.760
I just throw this $10

00:24:24.099 --> 00:24:24.989
on the window.

00:24:26.170 --> 00:24:26.709
And again,

00:24:27.290 --> 00:24:29.890
that's if I'm like batch to batch batch.

00:24:30.760 --> 00:24:32.400
After a big sale or something online,

00:24:32.439 --> 00:24:32.869
like for,

00:24:32.969 --> 00:24:34.540
for my Black Friday week,

00:24:34.949 --> 00:24:36.260
I'm gonna throw the fan up there

00:24:36.680 --> 00:24:37.140
and just.

00:24:37.910 --> 00:24:39.050
Batch it out for

00:24:39.189 --> 00:24:39.819
like all day,

00:24:39.910 --> 00:24:41.410
just rip through beans.

00:24:41.910 --> 00:24:42.109
Yeah,

00:24:42.270 --> 00:24:44.109
we do hear from a lot of folks with cafes that

00:24:44.109 --> 00:24:45.910
they like to put it in the window because it,

00:24:45.989 --> 00:24:48.849
it sort of advertises that the fresh,

00:24:49.229 --> 00:24:49.819
um,

00:24:50.030 --> 00:24:50.400
and,

00:24:50.510 --> 00:24:50.890
and

00:24:51.000 --> 00:24:52.489
people generally like the smell.

00:24:53.180 --> 00:24:53.510
Uh,

00:24:53.670 --> 00:24:54.189
so

00:24:54.969 --> 00:24:55.390
One more.

00:24:55.489 --> 00:24:57.959
So how about time dedicated to everything other than roasting?

00:24:58.040 --> 00:24:59.729
How much time are you spending in a typical week

00:24:59.729 --> 00:25:01.719
to package and ship and market and everything else?

00:25:01.770 --> 00:25:03.079
I imagine that'll change when you,

00:25:03.170 --> 00:25:04.089
when you start the cafe,

00:25:04.170 --> 00:25:04.469
but

00:25:04.849 --> 00:25:07.030
-- I think that'd be interesting for folks to hear
-- now.

00:25:07.530 --> 00:25:07.729
Yeah,

00:25:07.849 --> 00:25:08.410
so that,

00:25:08.489 --> 00:25:09.650
that's the beauty of,

00:25:09.890 --> 00:25:10.150
again,

00:25:10.329 --> 00:25:10.750
of

00:25:11.250 --> 00:25:11.869
how

00:25:14.040 --> 00:25:14.729
Autonomous,

00:25:14.810 --> 00:25:15.689
is that the right word?

00:25:15.849 --> 00:25:17.609
This machine is like we just set it,

00:25:17.770 --> 00:25:18.089
forget it.

00:25:19.239 --> 00:25:21.219
The time spent roasting.

00:25:22.119 --> 00:25:23.479
is nominal

00:25:23.760 --> 00:25:25.219
compared to the time

00:25:25.560 --> 00:25:26.219
of

00:25:26.829 --> 00:25:27.619
everything else,

00:25:27.839 --> 00:25:28.819
I would say.

00:25:30.239 --> 00:25:31.060
Marketing

00:25:31.439 --> 00:25:33.040
obviously is the biggest thing.

00:25:33.079 --> 00:25:33.359
Now we're,

00:25:33.400 --> 00:25:35.699
we're talking like business business now

00:25:36.239 --> 00:25:39.219
outside of roasting like Bellwether's awesome and all the things,

00:25:39.680 --> 00:25:40.060
but

00:25:40.199 --> 00:25:42.060
the way that I look at it is

00:25:42.479 --> 00:25:43.819
I am a marketer

00:25:44.359 --> 00:25:46.800
that happens to be in the coffee business.

00:25:49.329 --> 00:25:50.030
For me.

00:25:51.250 --> 00:25:54.270
That is the only way to operate business now

00:25:54.449 --> 00:25:54.910
is

00:25:55.209 --> 00:25:57.469
if you aren't marketing yourself,

00:25:58.089 --> 00:25:58.449
it's,

00:25:58.609 --> 00:26:01.849
it's kind of like you invite people to a party and no one got the invite.

00:26:02.589 --> 00:26:03.260
Um,

00:26:03.630 --> 00:26:05.790
so you have to invite people to your party,

00:26:06.150 --> 00:26:06.589
um.

00:26:07.750 --> 00:26:12.959
So that is the main time suck is inviting people to the funky party,

00:26:13.540 --> 00:26:13.890
um.

00:26:15.349 --> 00:26:20.069
And that's social media that is uh doing some ads on,

00:26:20.229 --> 00:26:22.130
on Facebook and Google.

00:26:23.250 --> 00:26:23.750
That's

00:26:23.930 --> 00:26:25.079
being part of the community.

00:26:25.239 --> 00:26:25.439
I mean,

00:26:25.609 --> 00:26:26.969
community is everything

00:26:27.290 --> 00:26:27.829
and

00:26:28.089 --> 00:26:30.569
doing some free events for the two elementary

00:26:30.569 --> 00:26:32.670
schools that are gonna be flanking the shop.

00:26:33.010 --> 00:26:33.410
Like,

00:26:33.859 --> 00:26:34.160
uh,

00:26:34.170 --> 00:26:34.290
I,

00:26:34.329 --> 00:26:37.079
I just got a text today from a PTA mom who's like,

00:26:37.170 --> 00:26:37.469
hey,

00:26:37.890 --> 00:26:40.430
we're volunteering up here at the school on the 30th.

00:26:40.729 --> 00:26:42.229
There's gonna be 50 moms,

00:26:42.290 --> 00:26:44.069
we'd love to have coffee,

00:26:44.609 --> 00:26:44.969
and I was like,

00:26:45.010 --> 00:26:45.619
you know what?

00:26:46.540 --> 00:26:50.359
I have a major event the next day where there's like 2000 people.

00:26:50.859 --> 00:26:52.780
I got another 12 weeks after that.

00:26:53.449 --> 00:26:53.459
It,

00:26:54.790 --> 00:26:55.219
it doesn't,

00:26:55.310 --> 00:26:55.750
it doesn't,

00:26:55.869 --> 00:26:56.689
it doesn't matter.

00:26:57.189 --> 00:26:58.520
I'm gonna bring 50

00:26:58.869 --> 00:26:59.369
of my

00:26:59.709 --> 00:27:01.609
can on demand cold brews to you guys

00:27:02.510 --> 00:27:04.569
the day you're up there free of charge

00:27:05.069 --> 00:27:05.770
and

00:27:06.819 --> 00:27:07.060
Yeah,

00:27:07.219 --> 00:27:08.140
so marketing,

00:27:08.660 --> 00:27:09.319
community.

00:27:10.589 --> 00:27:10.869
I mean,

00:27:10.979 --> 00:27:12.150
hospitality is all,

00:27:12.630 --> 00:27:13.060
all,

00:27:13.189 --> 00:27:14.569
all of those things are,

00:27:14.670 --> 00:27:16.719
are the big time consumers.

00:27:16.910 --> 00:27:17.790
The roasting is like.

00:27:19.680 --> 00:27:20.859
-- You don't have to babysit
-- it,

00:27:21.239 --> 00:27:21.449
yeah.

00:27:22.390 --> 00:27:22.810
Um,

00:27:22.869 --> 00:27:23.189
and you,

00:27:23.310 --> 00:27:23.630
you,

00:27:23.750 --> 00:27:24.030
you,

00:27:24.150 --> 00:27:26.260
I think you mentioned to me earlier that

00:27:26.260 --> 00:27:28.359
you were thinking about the continuous roasting option.

00:27:28.469 --> 00:27:28.709
So,

00:27:28.869 --> 00:27:29.069
so,

00:27:29.270 --> 00:27:29.430
you know,

00:27:29.540 --> 00:27:30.979
did you shop that and,

00:27:31.150 --> 00:27:31.349
and,

00:27:31.390 --> 00:27:31.780
or you,

00:27:31.869 --> 00:27:33.050
you were interested in getting that

00:27:33.180 --> 00:27:34.109
retrofit in the machine,

00:27:34.130 --> 00:27:34.920
maybe for the cafe?

00:27:34.989 --> 00:27:36.670
So maybe walk through that decision.

00:27:36.829 --> 00:27:37.109
Yeah,

00:27:37.270 --> 00:27:37.430
yeah,

00:27:37.550 --> 00:27:38.069
for sure.

00:27:38.229 --> 00:27:38.609
Um,

00:27:38.910 --> 00:27:40.790
so once I bring it over to the cafe,

00:27:40.890 --> 00:27:41.829
just because of

00:27:43.109 --> 00:27:44.569
The numbers of

00:27:44.949 --> 00:27:46.989
pounds that we'll need for espresso

00:27:47.349 --> 00:27:48.250
and my

00:27:48.750 --> 00:27:50.989
small wholesale accounts continuing

00:27:51.209 --> 00:27:52.729
plus retail going up.

00:27:54.199 --> 00:27:56.150
I'm gonna for sure do the add-on,

00:27:56.650 --> 00:27:58.010
the top loader and the bottom uh

00:27:58.849 --> 00:27:59.449
extended.

00:28:00.829 --> 00:28:02.569
Bucket or barrel or whatever it's called,

00:28:03.020 --> 00:28:03.229
uh,

00:28:03.239 --> 00:28:05.119
which is so nice to have that option,

00:28:05.380 --> 00:28:05.739
um.

00:28:06.819 --> 00:28:06.829
Because,

00:28:07.500 --> 00:28:07.579
yeah,

00:28:07.729 --> 00:28:08.560
getting started,

00:28:09.219 --> 00:28:09.229
uh,

00:28:09.260 --> 00:28:11.040
a kilogram or or uh

00:28:12.640 --> 00:28:13.819
1300 g

00:28:14.589 --> 00:28:16.089
Roast batches is fine.

00:28:16.410 --> 00:28:17.040
Um,

00:28:17.430 --> 00:28:17.589
you know,

00:28:17.630 --> 00:28:18.489
I could just sit,

00:28:18.750 --> 00:28:19.550
plug it in,

00:28:19.989 --> 00:28:21.020
do a few batches a day,

00:28:21.089 --> 00:28:21.439
but

00:28:22.589 --> 00:28:24.150
Now that it's starting to grow in scale,

00:28:24.310 --> 00:28:27.890
having the option for the machine to scale with me is

00:28:28.430 --> 00:28:29.079
priceless,

00:28:29.209 --> 00:28:29.630
um.

00:28:30.339 --> 00:28:30.800
You know,

00:28:31.020 --> 00:28:32.140
and obviously it's a write-off,

00:28:32.339 --> 00:28:32.530
you know,

00:28:32.780 --> 00:28:34.660
you can write off the cost of the machine

00:28:34.660 --> 00:28:36.859
and then write off the depreciation of the machine,

00:28:37.420 --> 00:28:39.729
write off the cost of your bags of the green beans,

00:28:39.819 --> 00:28:40.280
of,

00:28:40.619 --> 00:28:41.089
you know.

00:28:41.859 --> 00:28:42.619
So it's

00:28:43.790 --> 00:28:44.079
I mean,

00:28:44.189 --> 00:28:44.380
the,

00:28:44.469 --> 00:28:44.969
the,

00:28:45.160 --> 00:28:46.989
the value prop is uh.

00:28:49.979 --> 00:28:51.800
It is rather conspicuous.

00:28:52.579 --> 00:28:53.000
Yeah.

00:28:53.819 --> 00:28:53.939
We,

00:28:54.060 --> 00:28:54.459
we got a,

00:28:54.579 --> 00:28:55.939
we got a few questions like this.

00:28:56.020 --> 00:28:58.020
I know you talked a little bit about this at a high level.

00:28:58.130 --> 00:28:58.300
Are you,

00:28:58.489 --> 00:29:00.880
are you comfortable sharing more detail about your margins,

00:29:01.180 --> 00:29:01.329
um,

00:29:01.420 --> 00:29:02.760
profit and expenses?

00:29:04.089 --> 00:29:04.219
Yeah,

00:29:04.300 --> 00:29:05.099
let me actually,

00:29:05.140 --> 00:29:05.680
uh,

00:29:05.979 --> 00:29:06.660
I won't,

00:29:06.979 --> 00:29:08.739
I won't share my screen,

00:29:08.890 --> 00:29:09.380
but

00:29:09.699 --> 00:29:11.800
just so I'm not talking out of my butt,

00:29:12.180 --> 00:29:13.040
let me pull up.

00:29:14.439 --> 00:29:15.239
My spreadsheet.

00:29:21.170 --> 00:29:21.579
Here we go.

00:29:25.930 --> 00:29:26.520
OK.

00:29:27.339 --> 00:29:28.859
So with the 300 g

00:29:29.260 --> 00:29:29.880
that I sell,

00:29:30.060 --> 00:29:30.260
again,

00:29:30.420 --> 00:29:31.489
some do 250,

00:29:31.859 --> 00:29:33.199
some do 340,

00:29:33.619 --> 00:29:34.180
um,

00:29:34.739 --> 00:29:35.400
I am

00:29:35.939 --> 00:29:36.810
going in between,

00:29:36.819 --> 00:29:38.380
and that's just what I've decided to do,

00:29:38.420 --> 00:29:40.119
and some people ask me about it and they go,

00:29:41.239 --> 00:29:42.819
Cause I just wanted to have one bag.

00:29:44.130 --> 00:29:44.770
Um,

00:29:45.540 --> 00:29:46.069
But I do do,

00:29:46.150 --> 00:29:47.630
I do do sample sizes as well,

00:29:47.750 --> 00:29:48.030
so.

00:29:49.369 --> 00:29:51.170
If I am shipping.

00:29:52.000 --> 00:29:52.699
The bag

00:29:53.239 --> 00:29:54.640
versus at a market,

00:29:54.719 --> 00:29:56.239
like a farmer's market situation.

00:29:58.739 --> 00:29:59.479
I'm including

00:29:59.939 --> 00:30:01.160
in my shipping cost.

00:30:02.290 --> 00:30:03.300
The cost of the bag.

00:30:04.410 --> 00:30:06.930
The cost of the label I put on the bag,

00:30:07.010 --> 00:30:07.619
the sticker.

00:30:08.670 --> 00:30:09.530
The green coffee

00:30:10.550 --> 00:30:12.170
I also put in the box,

00:30:12.349 --> 00:30:13.689
the cost of the box.

00:30:14.270 --> 00:30:15.989
I got custom printed tape.

00:30:16.699 --> 00:30:17.270
Um,

00:30:17.390 --> 00:30:18.270
I put in.

00:30:19.109 --> 00:30:21.209
Anywhere from 2 to 4

00:30:21.670 --> 00:30:21.989
stickers,

00:30:22.140 --> 00:30:23.239
die cut stickers,

00:30:23.510 --> 00:30:24.130
as like

00:30:24.469 --> 00:30:25.849
a little baby merch.

00:30:26.229 --> 00:30:29.209
And then I also do a custom print tissue

00:30:29.430 --> 00:30:30.329
in the box.

00:30:30.689 --> 00:30:31.010
Now,

00:30:31.260 --> 00:30:32.030
at a market,

00:30:32.349 --> 00:30:34.609
you can get rid of most of that except for

00:30:34.829 --> 00:30:35.640
the bag label,

00:30:35.680 --> 00:30:36.209
beans,

00:30:36.270 --> 00:30:38.050
and a to go bag if they want.

00:30:39.030 --> 00:30:39.189
Now,

00:30:39.229 --> 00:30:40.449
the reason why

00:30:40.829 --> 00:30:42.910
I have things like a custom printed tape.

00:30:43.390 --> 00:30:44.869
And custom tissue

00:30:44.989 --> 00:30:46.170
and the dye cut stickers

00:30:46.589 --> 00:30:49.209
and a thank you card with 15% off the next order

00:30:49.550 --> 00:30:51.780
is because of my user experience background.

00:30:53.119 --> 00:30:53.599
To me,

00:30:53.719 --> 00:30:55.579
the experience is not just

00:30:56.319 --> 00:30:58.939
when you're drinking the coffee or brewing the coffee at home.

00:30:59.280 --> 00:31:01.670
It starts from when you see the package,

00:31:02.000 --> 00:31:03.040
open the package,

00:31:03.319 --> 00:31:03.979
and

00:31:04.280 --> 00:31:04.680
every,

00:31:04.800 --> 00:31:06.359
every bit of the customer journey,

00:31:06.439 --> 00:31:07.180
I want,

00:31:07.680 --> 00:31:07.959
uh,

00:31:08.040 --> 00:31:09.219
I want to design,

00:31:09.489 --> 00:31:10.010
OK?

00:31:10.479 --> 00:31:10.939
So,

00:31:11.599 --> 00:31:12.839
all the things considered.

00:31:13.790 --> 00:31:14.770
For shipping,

00:31:15.310 --> 00:31:16.089
one bag,

00:31:16.430 --> 00:31:18.300
obviously it compounds and you,

00:31:18.369 --> 00:31:21.609
your margin gets better as you do more than one bag per box,

00:31:21.910 --> 00:31:23.329
but let's just say one.

00:31:25.619 --> 00:31:26.699
My cogs

00:31:27.219 --> 00:31:28.829
are 887,

00:31:29.140 --> 00:31:29.500
OK?

00:31:30.550 --> 00:31:32.719
And I sell for 1999.

00:31:32.829 --> 00:31:33.089
Now,

00:31:33.310 --> 00:31:34.449
most of the time,

00:31:34.910 --> 00:31:36.150
you go on my website,

00:31:36.589 --> 00:31:37.969
you can get a discount

00:31:38.189 --> 00:31:39.359
anywhere between 5

00:31:39.630 --> 00:31:42.219
to 20% depending on the holiday,

00:31:42.630 --> 00:31:44.069
depending on a sale running,

00:31:44.199 --> 00:31:46.589
or there's like a wheel you can spin to

00:31:46.589 --> 00:31:48.660
win either free shipping or a discount or something.

00:31:48.989 --> 00:31:49.390
But

00:31:49.670 --> 00:31:51.579
going off the regular price,

00:31:51.760 --> 00:31:53.050
regular retail for me

00:31:53.310 --> 00:31:54.140
is $20.

00:31:54.270 --> 00:31:54.729
So

00:31:55.270 --> 00:31:56.250
my net

00:31:56.430 --> 00:31:58.910
after that is $11.12.

00:32:00.339 --> 00:32:02.660
Net after the first bag,

00:32:03.040 --> 00:32:05.089
so that's when they buy two or more bags,

00:32:05.430 --> 00:32:07.459
is 12:18 a bag,

00:32:07.819 --> 00:32:08.359
OK?

00:32:08.900 --> 00:32:09.260
Now,

00:32:10.060 --> 00:32:13.579
It's hard to kind of digest that without seeing the numbers,

00:32:13.660 --> 00:32:14.079
obviously,

00:32:14.219 --> 00:32:15.520
cause there's a lot of numbers involved.

00:32:16.869 --> 00:32:20.050
But if I get green coffee landed

00:32:20.359 --> 00:32:21.829
for like 7 bucks

00:32:22.189 --> 00:32:23.410
and I'm netting.

00:32:24.410 --> 00:32:25.640
1112 or,

00:32:25.739 --> 00:32:28.160
or 1218 after the first bag.

00:32:28.949 --> 00:32:29.750
It's a great margin.

00:32:31.260 --> 00:32:31.420
Now,

00:32:31.459 --> 00:32:32.479
at a farmer's market,

00:32:33.140 --> 00:32:35.260
the net per bag is 1219.

00:32:35.930 --> 00:32:35.939
Because

00:32:36.209 --> 00:32:36.890
I don't have the box,

00:32:36.930 --> 00:32:37.599
I don't have the,

00:32:38.010 --> 00:32:39.670
the stickers and tissue and

00:32:39.810 --> 00:32:40.790
all the things,

00:32:41.290 --> 00:32:41.719
um,

00:32:41.890 --> 00:32:42.500
and then

00:32:44.199 --> 00:32:45.280
Per drink I get into that,

00:32:45.359 --> 00:32:46.020
but it's,

00:32:46.400 --> 00:32:46.989
it's different,

00:32:47.079 --> 00:32:47.500
um.

00:32:48.709 --> 00:32:49.270
Now,

00:32:49.670 --> 00:32:51.189
all the things I also just said.

00:32:52.699 --> 00:32:54.380
I can write off as cost of the good.

00:32:55.489 --> 00:32:56.510
Cost of doing business,

00:32:57.089 --> 00:32:57.449
um,

00:32:57.569 --> 00:32:58.150
so

00:32:58.530 --> 00:33:00.130
it's actually rather great margins and,

00:33:00.170 --> 00:33:00.520
and

00:33:00.689 --> 00:33:04.060
you'll find some specialty folks around you if you're doing competitive analysis.

00:33:04.530 --> 00:33:07.390
Some will charge 22 bucks for a 250

00:33:07.790 --> 00:33:08.719
g bag,

00:33:09.050 --> 00:33:09.569
some will

00:33:09.890 --> 00:33:13.609
charge $25 some will charge 17 for 340,

00:33:13.680 --> 00:33:14.489
like a 12 ounce.

00:33:15.250 --> 00:33:15.739
So,

00:33:15.810 --> 00:33:17.369
I think 1999

00:33:17.609 --> 00:33:20.810
300 g is right in the pocket for specialty coffee.

00:33:21.250 --> 00:33:22.449
Nobody's batted an eye.

00:33:23.180 --> 00:33:26.079
And the folks that think it's too expensive are just not gonna buy.

00:33:26.650 --> 00:33:26.750
Yeah,

00:33:27.140 --> 00:33:27.520
and

00:33:27.780 --> 00:33:28.640
that's OK,

00:33:29.290 --> 00:33:29.300
yeah.

00:33:29.989 --> 00:33:30.380
And

00:33:30.560 --> 00:33:31.819
this is a similar question.

00:33:31.920 --> 00:33:33.719
Maybe you can talk a little bit more about,

00:33:33.800 --> 00:33:33.959
I mean,

00:33:34.010 --> 00:33:35.699
you talked about the business model.

00:33:36.079 --> 00:33:36.280
Uh,

00:33:36.400 --> 00:33:38.640
would you start your business doing white label and using

00:33:38.640 --> 00:33:41.069
someone else to do roasting and starting from the beginning?

00:33:41.400 --> 00:33:41.579
Um,

00:33:41.599 --> 00:33:43.430
and then maybe you can talk a little bit about the,

00:33:43.479 --> 00:33:43.630
uh,

00:33:43.719 --> 00:33:44.599
I'll put it back up.

00:33:44.959 --> 00:33:47.579
Maybe you can talk a little bit about the economics of the cafe,

00:33:47.760 --> 00:33:47.959
um,

00:33:48.030 --> 00:33:48.619
and how the,

00:33:48.760 --> 00:33:49.140
how the,

00:33:49.280 --> 00:33:49.400
you know,

00:33:49.479 --> 00:33:51.660
roasting in the cafe is gonna impact that

00:33:52.550 --> 00:33:54.079
or jump straight into doing the roasting,

00:33:54.119 --> 00:33:54.599
etc.

00:33:54.829 --> 00:33:55.339
So,

00:33:55.640 --> 00:33:56.079
um,

00:33:57.719 --> 00:33:59.180
I wanted to

00:33:59.569 --> 00:34:00.140
first

00:34:00.400 --> 00:34:01.140
build a brand.

00:34:02.390 --> 00:34:03.619
And then

00:34:03.989 --> 00:34:05.089
open the cafe.

00:34:05.680 --> 00:34:06.219
Um,

00:34:06.670 --> 00:34:07.770
I think often

00:34:07.900 --> 00:34:11.770
if you were to ask a lot of people that were to jump straight into a cafe.

00:34:13.620 --> 00:34:17.070
There's already so much of a learning curve

00:34:17.379 --> 00:34:18.760
that you have to go through

00:34:18.978 --> 00:34:19.438
with

00:34:19.739 --> 00:34:22.219
all of your inventory and all the permitting and

00:34:22.219 --> 00:34:25.300
all the health inspection stuff and turnover and staff,

00:34:25.580 --> 00:34:26.918
getting people in the door.

00:34:27.300 --> 00:34:27.719
So

00:34:28.139 --> 00:34:28.620
I think.

00:34:30.110 --> 00:34:31.570
This idea of

00:34:32.379 --> 00:34:33.719
Building a brand first.

00:34:35.228 --> 00:34:36.969
Getting people excited about the brand.

00:34:38.770 --> 00:34:41.149
And then expanding a little bit more into a cart,

00:34:41.600 --> 00:34:43.389
and then expanding into a cafe.

00:34:43.800 --> 00:34:45.469
It's almost like I wrote a book,

00:34:45.530 --> 00:34:46.750
and then I made the movie,

00:34:47.159 --> 00:34:47.629
you know,

00:34:48.129 --> 00:34:49.330
where like Jurassic,

00:34:49.409 --> 00:34:49.688
like,

00:34:49.708 --> 00:34:51.629
you've got a built-in fan base,

00:34:52.290 --> 00:34:53.870
then you do the high risk.

00:34:54.728 --> 00:34:54.967
You know,

00:34:55.118 --> 00:34:56.349
7 year lease,

00:34:57.049 --> 00:34:58.789
after you've built the fan base up.

00:34:59.009 --> 00:34:59.168
You,

00:34:59.289 --> 00:34:59.559
you,

00:34:59.769 --> 00:35:00.708
after you write the book.

00:35:01.600 --> 00:35:02.340
That costs

00:35:02.590 --> 00:35:04.360
a lot less than making a movie,

00:35:04.719 --> 00:35:05.459
it's a hit.

00:35:06.000 --> 00:35:07.439
Now make the $10 million movie.

00:35:08.560 --> 00:35:08.870
Uh,

00:35:08.969 --> 00:35:11.270
so that's how I thought about

00:35:11.739 --> 00:35:13.510
going into this coffee business.

00:35:13.889 --> 00:35:14.209
Uh,

00:35:14.290 --> 00:35:16.209
I knew from day one though.

00:35:17.439 --> 00:35:19.580
Jurassic Park $10 million movie

00:35:19.840 --> 00:35:20.719
was the end goal.

00:35:21.689 --> 00:35:23.199
But I needed to start with.

00:35:24.149 --> 00:35:25.250
Outlining the story.

00:35:25.510 --> 00:35:26.310
Outline the story,

00:35:26.620 --> 00:35:27.229
write the book,

00:35:27.590 --> 00:35:28.290
publish the book,

00:35:28.629 --> 00:35:29.489
shop the book.

00:35:29.909 --> 00:35:30.429
It's a hit,

00:35:30.620 --> 00:35:31.489
make the movie.

00:35:31.790 --> 00:35:32.280
Um.

00:35:33.810 --> 00:35:35.439
As far as the roaster goes

00:35:35.860 --> 00:35:36.699
in the shop.

00:35:38.169 --> 00:35:39.159
The economy,

00:35:39.219 --> 00:35:39.510
uh,

00:35:39.540 --> 00:35:39.929
uh,

00:35:40.179 --> 00:35:44.600
the economics there are in the area of DFW now.

00:35:45.169 --> 00:35:45.580
Uh,

00:35:45.979 --> 00:35:46.739
I could get.

00:35:47.939 --> 00:35:48.229
A

00:35:48.689 --> 00:35:50.760
pound for let's say

00:35:51.479 --> 00:35:52.699
Anywhere between

00:35:53.280 --> 00:35:54.159
12

00:35:54.439 --> 00:35:56.260
to 18 a pound

00:35:56.959 --> 00:35:57.830
wholesale,

00:35:58.030 --> 00:35:58.439
OK.

00:35:59.459 --> 00:36:01.620
Usually around the 13 to $14.

00:36:02.610 --> 00:36:04.810
And that's where I sit for my white label

00:36:05.290 --> 00:36:06.649
that I do for folks is

00:36:06.969 --> 00:36:08.810
wholesale is 13 to 14.

00:36:10.350 --> 00:36:10.550
Now,

00:36:10.629 --> 00:36:11.879
the difference between

00:36:12.719 --> 00:36:15.899
$7.14 dollars.

00:36:17.229 --> 00:36:17.239
Uh,

00:36:17.729 --> 00:36:17.909
I mean,

00:36:17.949 --> 00:36:18.689
it's double.

00:36:21.949 --> 00:36:21.959
It,

00:36:22.949 --> 00:36:23.600
and it just,

00:36:24.030 --> 00:36:24.570
if you take,

00:36:24.669 --> 00:36:25.330
let's say,

00:36:26.229 --> 00:36:26.580
Oh,

00:36:26.689 --> 00:36:26.760
let,

00:36:27.370 --> 00:36:28.739
let me just do the math real quick,

00:36:29.030 --> 00:36:29.189
really,

00:36:29.270 --> 00:36:30.000
really quick here.

00:36:30.270 --> 00:36:30.689
OK.

00:36:31.110 --> 00:36:34.500
Let's say your cafe does 50 pounds a week,

00:36:34.750 --> 00:36:35.110
OK?

00:36:36.300 --> 00:36:38.500
It's like moderate paced cafe.

00:36:40.000 --> 00:36:41.219
50 pounds a week,

00:36:41.419 --> 00:36:42.590
52 weeks a year,

00:36:42.750 --> 00:36:43.260
OK?

00:36:43.639 --> 00:36:44.399
That is

00:36:44.639 --> 00:36:46.689
2600

00:36:47.120 --> 00:36:47.669
pounds.

00:36:48.870 --> 00:36:50.810
You're saving $7.

00:36:52.010 --> 00:36:54.750
Because you're roasting yourself and not wholesale.

00:36:55.290 --> 00:36:55.709
So,

00:36:55.969 --> 00:36:57.320
what is that x 7?

00:36:58.739 --> 00:36:59.679
That's 182.

00:37:01.889 --> 00:37:02.290
Yeah.

00:37:03.010 --> 00:37:03.199
That's,

00:37:03.250 --> 00:37:04.909
that's the cost of the roaster pretty much,

00:37:05.370 --> 00:37:05.510
yeah.

00:37:06.530 --> 00:37:07.250
So,

00:37:07.570 --> 00:37:09.530
after a year of operations,

00:37:10.179 --> 00:37:12.229
You've already paid for the roaster.

00:37:12.350 --> 00:37:12.760
Now

00:37:13.300 --> 00:37:15.040
that's after I've opened the cafe.

00:37:15.419 --> 00:37:18.080
I will have already paid this off before I opened the cafe.

00:37:19.360 --> 00:37:19.370
Yeah,

00:37:20.520 --> 00:37:20.659
I should say,

00:37:21.219 --> 00:37:21.330
yeah,

00:37:21.419 --> 00:37:23.320
with the volume that you're planning to do at the cafe,

00:37:23.379 --> 00:37:25.080
I would imagine your payback would be,

00:37:25.340 --> 00:37:25.639
uh,

00:37:25.739 --> 00:37:26.540
a few months,

00:37:26.739 --> 00:37:26.860
you know,

00:37:27.219 --> 00:37:28.580
probably less than 6 months.

00:37:28.739 --> 00:37:31.389
And then if you factor in depreciation even faster than that,

00:37:31.659 --> 00:37:31.729
yeah,

00:37:31.810 --> 00:37:33.159
you factor in depreciation,

00:37:33.659 --> 00:37:33.979
yeah.

00:37:34.790 --> 00:37:35.250
So,

00:37:35.590 --> 00:37:36.399
I guess we,

00:37:36.510 --> 00:37:36.719
we,

00:37:36.830 --> 00:37:36.989
we,

00:37:37.070 --> 00:37:38.350
you've been very generous with your time.

00:37:38.419 --> 00:37:39.909
Maybe we'll take a couple more.

00:37:40.229 --> 00:37:40.620
Um,

00:37:40.750 --> 00:37:40.850
we,

00:37:40.949 --> 00:37:42.570
we sort of touched on this lately,

00:37:42.949 --> 00:37:43.270
earlier,

00:37:43.350 --> 00:37:43.889
but maybe

00:37:44.129 --> 00:37:44.989
Chris might have joined late.

00:37:45.060 --> 00:37:46.439
So can you tell us about,

00:37:46.459 --> 00:37:46.820
uh,

00:37:46.830 --> 00:37:47.500
downtime,

00:37:47.580 --> 00:37:49.449
any learnings with the wear and tear of the machine?

00:37:50.070 --> 00:37:50.570
Um,

00:37:51.830 --> 00:37:51.989
What,

00:37:52.110 --> 00:37:52.270
what,

00:37:52.350 --> 00:37:52.729
what,

00:37:52.850 --> 00:37:55.090
what I have noticed no wear and tear

00:37:55.389 --> 00:37:56.010
actually,

00:37:56.219 --> 00:37:56.229
um.

00:37:58.760 --> 00:37:59.699
Which is surprising,

00:37:59.840 --> 00:38:00.320
um.

00:38:02.189 --> 00:38:03.370
Downtime,

00:38:03.790 --> 00:38:04.030
I mean,

00:38:04.100 --> 00:38:04.550
honestly,

00:38:04.669 --> 00:38:05.770
usually it's

00:38:06.260 --> 00:38:08.090
when a software update happens

00:38:08.350 --> 00:38:10.250
and you have to turn on the machine,

00:38:10.909 --> 00:38:12.030
you cycle it on,

00:38:12.350 --> 00:38:13.389
you wait 10 minutes,

00:38:13.510 --> 00:38:14.379
you turn it off,

00:38:14.669 --> 00:38:15.790
you turn on the machine,

00:38:15.989 --> 00:38:16.669
you wait 10 minutes,

00:38:16.750 --> 00:38:17.870
and you kind of do that cycle,

00:38:17.949 --> 00:38:18.389
so it,

00:38:18.600 --> 00:38:18.989
it

00:38:19.149 --> 00:38:21.770
ingests the software update that it runs

00:38:22.030 --> 00:38:22.570
um

00:38:22.790 --> 00:38:23.850
via the internet,

00:38:24.189 --> 00:38:24.550
um.

00:38:25.689 --> 00:38:26.750
I had one

00:38:27.290 --> 00:38:28.989
kerfuffle outage

00:38:29.330 --> 00:38:32.729
when I first moved into this house because of my Wi Fi,

00:38:33.489 --> 00:38:33.719
uh,

00:38:33.810 --> 00:38:34.209
but

00:38:34.409 --> 00:38:36.070
I just plugged in the Ethernet

00:38:36.300 --> 00:38:37.469
into the machine instead.

00:38:38.169 --> 00:38:38.719
Um.

00:38:39.750 --> 00:38:42.340
So I think there's been a day where I didn't,

00:38:42.510 --> 00:38:44.010
I wasn't able to roast,

00:38:44.699 --> 00:38:45.219
um,

00:38:45.550 --> 00:38:45.870
but

00:38:46.010 --> 00:38:47.010
I just text

00:38:47.229 --> 00:38:48.169
the tech support.

00:38:48.469 --> 00:38:50.429
I take a picture of the screen and he's like,

00:38:50.629 --> 00:38:51.010
OK,

00:38:51.149 --> 00:38:52.149
press this and this.

00:38:53.010 --> 00:38:53.209
You know,

00:38:53.370 --> 00:38:54.389
try that and

00:38:54.649 --> 00:38:55.810
I get up and running again.

00:38:56.010 --> 00:38:56.290
Yeah.

00:38:56.489 --> 00:38:56.699
And the,

00:38:56.770 --> 00:38:59.679
and the roast manager kind of software piece,

00:38:59.810 --> 00:39:00.489
software manage,

00:39:00.729 --> 00:39:03.370
managed software piece is probably an important differentiation.

00:39:03.449 --> 00:39:05.969
So we're updating the roasting profiles remotely.

00:39:06.290 --> 00:39:06.489
Um,

00:39:06.530 --> 00:39:07.850
we've added some,

00:39:07.919 --> 00:39:10.050
some additional diagnostics recently in,

00:39:10.169 --> 00:39:11.010
in software updates.

00:39:11.090 --> 00:39:11.719
So that is,

00:39:12.090 --> 00:39:13.110
that is kind of a unique,

00:39:13.370 --> 00:39:13.800
uh,

00:39:13.810 --> 00:39:14.729
function of this machine.

00:39:15.550 --> 00:39:15.639
Yeah,

00:39:15.750 --> 00:39:16.000
but the,

00:39:16.080 --> 00:39:17.040
the machine itself,

00:39:17.159 --> 00:39:19.800
the actual mechanics of it,

00:39:20.199 --> 00:39:20.399
uh,

00:39:20.520 --> 00:39:20.600
no,

00:39:20.679 --> 00:39:21.899
I haven't noticed any

00:39:22.080 --> 00:39:23.139
wear and tear yet.

00:39:23.260 --> 00:39:23.679
Um.

00:39:25.699 --> 00:39:26.330
At all.

00:39:27.169 --> 00:39:27.820
Uh,

00:39:28.010 --> 00:39:28.719
and I've done.

00:39:30.020 --> 00:39:31.209
1000 pounds of coffee

00:39:31.860 --> 00:39:32.510
since March.

00:39:33.330 --> 00:39:33.669
Yeah

00:39:34.590 --> 00:39:34.949
So,

00:39:35.030 --> 00:39:35.310
um,

00:39:35.389 --> 00:39:36.030
I guess I'll,

00:39:36.110 --> 00:39:37.010
I'll click any,

00:39:37.110 --> 00:39:38.360
any other sort of,

00:39:38.629 --> 00:39:38.750
I,

00:39:38.830 --> 00:39:39.649
I don't see any,

00:39:39.750 --> 00:39:41.100
I think we covered all the,

00:39:41.229 --> 00:39:42.889
the questions that I see on the screen.

00:39:43.389 --> 00:39:43.610
Um,

00:39:43.669 --> 00:39:44.699
so I'll do two things.

00:39:45.030 --> 00:39:45.229
Uh,

00:39:45.389 --> 00:39:45.909
one,

00:39:46.459 --> 00:39:47.040
Um,

00:39:47.260 --> 00:39:47.820
we have,

00:39:47.979 --> 00:39:49.639
just want to remind everybody

00:39:49.820 --> 00:39:51.250
that we have a,

00:39:51.540 --> 00:39:51.969
uh,

00:39:52.050 --> 00:39:54.669
a Black Friday pricing window open right now.

00:39:54.979 --> 00:39:57.080
And you can get the details from your sales rep.

00:39:57.290 --> 00:39:57.530
Um,

00:39:57.889 --> 00:39:59.060
many of you probably seen that,

00:39:59.139 --> 00:39:59.899
but if you haven't,

00:40:00.300 --> 00:40:02.659
reach out to your sales rep and they can give you all the detail.

00:40:02.739 --> 00:40:02.899
I,

00:40:02.979 --> 00:40:05.320
I will say that that also includes free shipping,

00:40:05.580 --> 00:40:05.770
uh,

00:40:05.780 --> 00:40:06.770
for a limited time.

00:40:07.139 --> 00:40:08.520
So be sure to check that out.

00:40:08.899 --> 00:40:09.419
Um,

00:40:09.699 --> 00:40:10.739
and finally,

00:40:10.860 --> 00:40:11.479
uh,

00:40:11.820 --> 00:40:12.500
thank you so much,

00:40:12.659 --> 00:40:13.080
Tony,

00:40:13.300 --> 00:40:14.000
and wanna

00:40:14.260 --> 00:40:16.219
put his information up on the screen.

00:40:16.729 --> 00:40:17.409
Um,

00:40:17.639 --> 00:40:18.270
the website

00:40:18.760 --> 00:40:21.709
www.functioncoffeeco.com

00:40:22.169 --> 00:40:25.590
and at Function Coffee Co is the Instagram and Facebook.

00:40:26.050 --> 00:40:26.909
So with that,

00:40:27.080 --> 00:40:27.439
uh,

00:40:27.649 --> 00:40:28.409
thanks so much,

00:40:28.649 --> 00:40:28.850
Tony.

00:40:28.929 --> 00:40:29.729
This has been awesome.

00:40:29.840 --> 00:40:29.969
I,

00:40:30.050 --> 00:40:30.850
I'm sure it's super,

00:40:31.010 --> 00:40:31.810
super interesting for me.

00:40:31.889 --> 00:40:34.449
I'm sure it's super interesting for anybody who's thinking about a bellwether.

00:40:34.810 --> 00:40:36.040
So thanks so much for your time.

00:40:36.370 --> 00:40:36.919
-- Thank
-- you.

00:40:36.929 --> 00:40:37.830
And everybody,

00:40:38.530 --> 00:40:41.610
follow me on Instagram and reach DM me like with your questions.

00:40:41.649 --> 00:40:42.830
If we didn't get your question,

00:40:43.010 --> 00:40:44.110
I'm happy.

00:40:44.790 --> 00:40:46.330
To answer your questions,

00:40:46.629 --> 00:40:47.129
um,

00:40:47.510 --> 00:40:47.739
online,

00:40:47.790 --> 00:40:48.149
like,

00:40:48.429 --> 00:40:49.139
genuinely,

00:40:49.360 --> 00:40:50.219
we can chat,

00:40:50.370 --> 00:40:50.929
do whatever.

00:40:51.429 --> 00:40:52.850
If you have any questions,

00:40:53.110 --> 00:40:54.050
just DM me.

00:40:54.469 --> 00:40:54.729
Like,

00:40:55.530 --> 00:40:56.510
If we didn't get to your question,

00:40:56.610 --> 00:40:57.110
I'd love to.

00:40:59.090 --> 00:41:00.139
Incredibly generous.

00:41:00.340 --> 00:41:00.820
Thanks again,

00:41:00.979 --> 00:41:01.179
Tony,

00:41:01.219 --> 00:41:02.739
and thanks everybody for joining.

00:41:03.060 --> 00:41:03.780
Thanks for having me.

00:41:04.649 --> 00:41:05.139
All right.

00:41:06.340 --> 00:41:06.729
Thanks y'all.