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$3,343
pledged of $24,795pledged of $24,795 goal
16
backers
Funding Unsuccessful
The project's funding goal was not reached on Mon, May 4 2015 9:53 PM UTC +00:00
Last updated May 4, 2015

Esprezzatura Coffee & Tea: A Gourmet NYC Coffee Cart

Do you want a more convenient, more affordable and more enjoyable coffee experience while on the go? So does Esprezzatura Coffee & Tea!

Esprezzatura Coffee & Tea: A Gourmet NYC Coffee Cart

Do you want a more convenient, more affordable and more enjoyable coffee experience while on the go? So does Esprezzatura Coffee & Tea!

$3,343
pledged of $24,795pledged of $24,795 goal
16
backers
Funding Unsuccessful
The project's funding goal was not reached on Mon, May 4 2015 9:53 PM UTC +00:00
Last updated May 4, 2015

About

Who We Are:

Esprezzatura Coffee and Tea seeks to enrich the New York City coffee cart experience by conveniently and consistently serving a wide range of affordable and high quality beverages while on the go.

Esprezzatura Coffee and Tea
Esprezzatura Coffee and Tea

 The Goal:

Let's bring Rainforest Alliance certified specialty coffee to the streets of New York City by getting Esprezzatura fully operational and from its manufacturer in Albany, NY down to the streets of New York, NY.

Esprezzatura Coffee and Tea
Esprezzatura Coffee and Tea

The Problem: 

Working as a mobile food vendor for a NYC food truck for the last 5 years, I often find it difficult to locate a good quality cup of coffee from a street vendor. I therefore rely on brick and mortar coffee shops, yet too many of these establishments focus only on the product rather than the experience.This leads to long wait times, inconsistent taste, overpriced drinks and mediocre coffee served with lackluster customer service. I’m left wondering, why are East Coast coffee carts not living up to their full potential of serving fast, affordable and high quality gourmet beverages while on the go?

Our Solution: 

Esprezzatura will help enrich the New York City coffee cart experience by focusing on the benefits of what matters most to our customers:

1) Convenience- We will be faster than most cafes and in an easily accessible location.

2) Taste/Quality- We will offer a wide range of high quality gourmet beverages that use 100% Arabica beans that are certified by the Rainforest Alliance. We will also use organic sweeteners and lighteners such as hormone-free milk and sugar-free all-natural flavored syrups.

3) Customer Service- We will form real personal and emotional connections with our customers and local community by being a small independent business that actually has a meaningful impact on the lives of our guests.  

4) Price- Our drinks are an affordable luxury that are less expensive than the competition yet identical in taste and quality

5) Atmosphere- The simple yet sophisticated lifestyle we portray through our cart design, look, and feel. 

Who I am:  

Jared Domingos
Jared Domingos
 
  • 5 years of experience as a New York City mobile food vendor learning as much as possible about the rules and regulations, health code requirements and street vending culture.
  • I am an active member, volunteer and supporter of The Street Vendor Project, giving me a thorough understanding and appreciation of the street vending community. This membership based organization seeks to give a voice and represent all street vendors in fighting for social justice, civil rights and economic opportunity.
  • I am accustomed to ten hour shifts that start at 4 am and involve opening and closing various mobile food units such as food trucks, carts, kiosks, holiday markets and catering events.
  •  I have extensive training and experience in coffee preparation and have worked in the food industry for over a decade.
  • I have a master's degree in accounting, giving me the financial skills necessary to maintain financial records and controls.
  • I have formed an advisory board consisting of a banker, lawyer, engineer, silent partner, mentor and marketing expert. 
  • Customer service has always been my passion and gives me a tremendous amount of satisfaction.

Our Value Model: 

Most consumers purchase their coffee based on: 

  • location
  • convenience
  • impulse 
  • price

We can target these consumers by using a business model proven to work, the New York City coffee cart.  By leveraging the high volume and low overhead advantages of a mobile food cart, we will create a scalable and sustainable business that actually makes a difference in the lives of our customers and has a positive impact on the mobile food street vending community.

Esprezzatura Coffee and Tea
Esprezzatura Coffee and Tea

Cart Design:

Esprezzatura Coffee and Tea
Esprezzatura Coffee and Tea

-Marketing materials and branding signage are currently in production. 

-Wood paneling is made from 100% recycled wood fibers.

-Flat black custom paint job offering a clean, simple and sophisticated look.

-Energy efficient appliances that use a silent generator. 

The Menu:

Now is the perfect time to help the coffee cart adapt and evolve to the changing consumer preferences and trends of the third wave coffee market. We will offer our customers the drinks they demand such as specialty drip brew coffee, lattes, cappuccinos, teas and iced beverages. We will provide organic sweeteners and lighteners such as hormone-free milk, sugar-free flavored syrups, brown sugar and soy/almond milk. 

Mock-up of menu is only an example of drinks and prices.
Mock-up of menu is only an example of drinks and prices.

The Where and When:

Throughout my five years working for a food truck, I have scouted and secured multiple vending locations throughout New York City.

Our anticipated vending location is in the Rockefeller Center area of Midtown Manhattan and is based on:

  • Visibility and accessibility
  • High proximity to work locations
  • Pedestrian foot traffic
  • In accordance with all rules and regulations
  • Diverse population of commuters, residents and tourists

We will operate from 6 am to 4 pm in order to take maximum advantage of the nine beverage consumption opportunities throughout the day. With 80% of coffee house drinks purchased for take away, Esprezzatura Coffee and Tea is for those who need a quick, affordable, and high quality beverage while on-the-go. 

Rewards:

Vendy Award TShirt Reward for $29 Backer!
Vendy Award TShirt Reward for $29 Backer!
Proclaim Your Vendor Support for Only $29!
Proclaim Your Vendor Support for Only $29!

Esprezzatura is in the hospitality business, so if you would like a different reward, please let us know at EsprezzaturaNYC@gmail.com and we will make it happen. 

Completed Projects: 

I have depleted my savings and maxed out my credit lines getting this far. I have put my sweat and tears into building my dream, and it's so close to being a reality. With your help, together we can get Esprezzatura finished and down to where it belongs on the streets of New York City.  

Timeline and Use of Funds:

May 1st, 2015: Successfully raise funds through our Kickstarter campaign. Purchase all necessary equipment in order to become operational and pass health inspection. 

  • This includes a 30 gallon water tank with a weather proof enclosure. An electric water heater and dual sink with a single handle faucet. ($657.00)
  • We must assemble and install our sound proof box and mount our generator inside. Purchase ventilation and platform materials. ($275.00)
  • Hook up water tanks and Install electrical outlets. Purchase and mount lighting fixtures. ($299.00)
  • Purchase refrigerator, freezer and coffee grinder. ($577.00) 

June 1st, 2015: Install all branding signage and menu board materials provided by our coffee supplier. Insert custom-etched rear and front windows.  

  • Locate commissary and transport cart to New York City. ($250.00)
  • Have distributor install espresso and slow drip coffee brewers.
  • Purchase beginning inventory. ($1945.00)

July 1st, 2015: Go in for final inspection. ($400.00)

  • Begin operations at street fairs and catering events.(Inventory and COGS $1600.00)
  • Locate suitable parking lot for tow vehicle. ($500.00)
  • Pay monthly expenses. ($4,477.00)

August 1st, 2015: Begin street operations.

  • Have soft opening in anticipated location.
  • Hire and train employee. ($1,400 per month)
  • Pay monthly expenses. ($4,477.00)

September 1st, 2015- Have Grand Opening!

  • Begin a marketing campaign with the goal to raise awareness of location and product offerings. ($450.00)
  • Focus on generating repeat business with loyalty cards. ($150.00)
  • Pay monthly expenses. ($6,422.00)

September 29th, 2015- National Coffee Day

  • Our projected break-even goal date.
  • Generate 100 sales per day in order to cover monthly expenses. 

Current Capital Requirements: 

Start Up Equipment and Costs: 

Monthly Costs Include:

Even though our fixed monthly costs are less than just the rent of a coffeehouse, we do not operate for free and must maintain a positive cash flow position. There are substantial monthly costs for operating a legitimate and high class mobile food business that must be met every month. We need your help in making sure we do not run out of cash before we reach our breakeven point. 

Additional Funds: 

  • A professionally developed website and logo.
  • Custom paper products with our name and logo printed on them.
  • Purchase solar panels in order to test their viability.  
  • Pay for marketing and advertising campaign.

Conclusion:

Please reach out to me if you have any questions, comments or concerns. If you would like further financial or investor information, you can contact me at EsprezzaturaNYC@gmail.com. Follow us on Twitter @Esprezzatura  and like us on Facebook to get real time updates on our progress. Thank you for taking the time to read my story and believing in Esprezzatura. By selecting one of the rewards, you'll be helping to build something truly great. I promise to put your donation to good use and hope you come see it in action when we open this summer. I look forward to serving you soon. 

Risks and challenges

While we consider ourselves optimistic realists, we recognize that we are a start-up and we're not perfect. The only certainty in life is that there are no certainties, especially in mobile food. While we did our best to plan for contingencies, we've also come to expect the unexpected.

We have examined and thought through almost every aspect of Esprezzatura Coffee and Tea, but we cannot control what we do not foresee. There are inherent risks in operating a mobile food unit, most of which we can and will persevere through. However, delays will occur, things will break and costs will exceed estimates.

But with the necessary capital to buy our start-up equipment and sufficient funds to ensure operations until breakeven, the biggest risk to Esprezzatura is time. So don't wait, choose a reward now allowing me to get Esprezzatura down to New York City and become your coffee cart barista!

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Support

  1. Select this reward

    Pledge US$ 2 or more About US$ 2

    You get a big and appreciative Esprezzatura thank you! You will receive campaign updates and have private access to backers-only information.

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    Pledge US$ 5 or more About US$ 5

    @Esprezzatura will follow you on Twitter or send you a personalized handwritten New York City postcard giving you a big and appreciative Esprezzatura thank you! You will receive campaign updates and have private access to backers-only information.

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  3. Select this reward

    Pledge US$ 9 or more About US$ 9

    A small act of kindness can make a big difference. We will "Suspend" a small drip brew coffee in your name for someone in need and list you as a "Suspended Coffee Supporter" on our Facebook page.

    @Esprezzatura will follow you on Twitter and give you a big and appreciative Esprezzatura thank you! You will receive campaign updates and have private access to backers-only information.

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  4. Select this reward

    Pledge US$ 19 or more About US$ 19

    The more you give, the more you receive! We will mail you a Completed Esprezzatura Reward Card entitling you to ANY FREE DRINK and we will "Suspend" a small drip brew coffee in your name for someone in need.

    We will list you as a proud "Suspended Coffee Supporter" on our Facebook page, @Esprezzatura will follow you and you'll have private access to backers-only information.

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  5. Select this reward

    Pledge US$ 25 or more About US$ 25

    The more you give, the more you receive. We will mail you a Completed Esprezzatura Reward Card entitling you to ANY FREE DRINK of your size and choice. You will also receive a digital copy of our scrapbook, "Behind The Scenes: The Making of Esprezzatura."

    We will also "Suspend" a small drip brew coffee in your name and list you as a "Suspended Coffee Supporter" on our Facebook page, @Esprezzatura will follow you and you'll have private access to backers-only information.

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    1 backer
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  6. Select this reward

    Pledge US$ 29 or more About US$ 29

    We're excited to introduce T-shirts! These Vendy Award T-shits both support The Street Vendor Project and Esprezzatura. Two colors available (Green/Blue) at various sizes (XS/S/M/L/XL). Limited quantities, so act fast!

    Backers will also be receiving a Completed Esprezzatura Reward Card entitling you to ANY FREE DRINK and we will "Suspend" a small drip brew coffee in your name!

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    Limited 0 backers
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  7. Select this reward

    Pledge US$ 49 or more About US$ 49

    Take your Esprezzatura experience on the go by receiving a Limited Kickstarter Edition Esprezzatura Coffee and Tea Stainless Steel Travel Mug helping you to reduce, reuse and recycle.

    We will also mail you a Completed Reward Card entitling you to any free drink. You will also receive a digital copy of our scrapbook, we will "Suspend" a small drip brew coffee in your name, list you as a "Suspended Coffee Supporter" on our Facebook page, @Esprezzatura will follow you and you'll have private access to backers-only information.

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    3 backers
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  8. Select this reward

    Pledge US$ 99 or more About US$ 99

    You will receive a Special Kickstarter Edition Reward Card entitling you to TEN free drinks of your size and choice and your name will be added as a Founding Member on our Grand Opening Facebook Timeline Event for your proud support.

    You also get a Limited Kickstarter Edition Esprezzatura Coffee and Tea Stainless Steel Travel Mug, a digital copy of our scrapbook, we will "Suspend" a small drip brew coffee in your name, list you as a "Suspended Coffee Supporter" on our Facebook page, @Esprezzatura will follow you and you'll have private access to backers-only information.

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    1 backer
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  9. Select this reward

    Pledge US$ 149 or more About US$ 149

    You will receive a Limited Kickstarter Edition Esprezzatura Coffee and Tea Stainless Steel Travel Mug with UNLIMITED DRIP BREW REFILLS FOR ONE YEAR! (Must be backer in-person with Esprezzatura mug once per day at cart location)

    You also get a Special Kickstarter Reward Card entitling you to any TEN free drinks, your name will be added as a Founding Member on our Grand Opening Facebook Timeline Event, you get a digital copy of our scrapbook, we will "Suspend" a small drip brew coffee in your name, list you as a "Suspended Coffee Supporter" on our Facebook page, @Esprezzatura will follow you and you'll have private access to backers-only information.

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    2 backers
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  10. Select this reward

    Pledge US$ 199 or more About US$ 199

    We will mail you an Exclusive Founding Member Reward Card entitling you to SIX MONTHS of FREE UNLIMITED drinks of your size and choice. (Must be backer in-person, one drink per day, time starts with first drink order).

    You also get a Special Kickstarter Reward Card entitling you to any TEN free drinks, your name will be added as a Founding Member on our Grand Opening Facebook Timeline Event, you get a Limited Kickstarter Edition Esprezzatura Coffee and Tea Stainless Steel Travel Mug, a digital copy of our scrapbook, we will "Suspend" a small drip brew coffee in your name, list you as a "Suspended Coffee Supporter" on our Facebook page, @Esprezzatura will follow you and you'll have private access to backers-only information.

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    1 backer
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  11. Select this reward

    Pledge US$ 499 or more About US$ 499

    YOUR NAME will become part of a New York City icon when we ENGRAVE it into the wood paneling of our cart. You will receive an Exclusive Founding Member Reward Card entitling you to ONE YEAR of FREE UNLIMITED drinks of your size and choice. ( Must be backer in-person, one drink per day, time starts with first drink order).

    You also get a Special Kickstarter Reward Card entitling you to any TEN free drinks, your name will be added as a Founding Member on our Grand Opening Facebook Timeline Event, you get a Limited Kickstarter Edition Esprezzatura Coffee and Tea Stainless Steel Travel Mug, a digital copy of our scrapbook, we will "Suspend" a small drip brew coffee in your name, list you as a "Suspended Coffee Supporter" on our Facebook page, @Esprezzatura will follow you and you'll have private access to backers-only information.

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  12. Select this reward

    Pledge US$ 949 or more About US$ 949

    We will mail you an Exclusive Founding Member Card entitling you to TWO YEARS of FREE UNLIMITED drinks of your size and choice. (Must be backer in-person, one drink per day, time starts with first drink order).

    You also get a Special Kickstarter Reward Card entitling you to any TEN free drinks, your name will be added as a Founding Member on our Grand Opening Facebook Timeline Event, you get a Limited Kickstarter Edition Esprezzatura Coffee and Tea Stainless Steel Travel Mug, a digital copy of our scrapbook, we will "Suspend" a small drip brew coffee in your name, list you as a "Suspended Coffee Supporter" on our Facebook page, @Esprezzatura will follow you and you'll have private access to backers-only information.

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  13. Select this reward

    Pledge US$ 1,299 or more About US$ 1,299

    You get the Esprezzatura Coffee and Tea cart for a PRIVATE CATERING EVENT with ANY and ALL menu options available. (300 Person Max and Greater New York Metropolitan Area Only)

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Funding period

- (28 days)