Fresh Coffee + Daily Rituals = Happy Customers
We’re Glenn and Stefanie Frank of Frankly Good Coffee. We support creative, motivated coffee lovers to give and do their best each day. We realize a fresh cup of coffee won’t magically get your to do list done, or instantly melt away your stress.
But, if you enjoy coffee as part of a regular ritual, you unlock the potential to create fresh perspective in the moment, kickstart a productive day, or facilitate a moment of quiet and calm in a chaotic afternoon.
Our customers are motivated, creative, busy people who want to do good in their own lives and in the lives of others - and we’ve been proudly supporting them since 2011.
Our Story: It’s Not Just About the Coffee
When customers see their coffee roasting at a farmers market (in person or virtually), they feel like they are part of the process.
Over the years as we’ve answered questions (and created more custom roasts than we can count) we’ve learned that, while coffee is important to people, it’s also a commodity they can get anywhere. Our customers return to us over and over because they feel connected to us - and because our coffee is the best they’ve ever had.
How We Started
In spring of 2011 we were vacationing in Arizona and saw a guy roasting coffee at a farmers market, bagging it and selling it. He told us how he got started and we bought some of his coffee. It was delicious! We thought: “we can do this!” We raced home and applied for our business license.
In July 2011 we set up a booth at our first farmers market in Las Vegas. We had no publicity, no name recognition, and no customers. We were also bootstrapped, which means we started the business with no outside capital. Which meant we needed to sell coffee or . . . go out of business pretty fast.
The farmers market model works for us because it’s agile, the overhead is relatively low. Because our passion is roasting, we’ve never wanted to run a coffee shop. The coffee shop model is simply not our passion.
Choosing Our Roasting Method
How coffee is roasted dictates how it will taste. We decided to roast with a Sonofresco air roaster. Our research revealed that air roasting (versus the traditional drum roasting method) produces a coffee that is exceptionally smooth, non scorched, and allows for the nuanced flavors of each bean to come through.
Not only that, it set us up to connect with our customers in an interactive way that no other coffee company in Las Vegas was doing.
Our small booth, single roaster, and the smell of coffee roasting made people curious. As we answered questions and started selling our freshly roasted coffee beans, we zeroed in on our simple message:
Freshly roasted coffee tastes MUCH better than stale coffee.
Those first few years we grew mainly through word of mouth. Our happy coffee loving customers would send new customers to us. We set up our website to take online orders, but our main customers were the ones who came to see us in person.
Erik was an early adopter and was kind enough to express his opinions on video.
As we integrated ourselves into the coffee industry, we noticed that the best things happen when we collaborate - because collaboration allows us to see things from different perspectives - which expands our own thinking and positively influence what we do.
We’ve built relationships with people and organizations we believe contribute to the industry (and to people’s lives at large) in a positive way with their work and mindset. Among our most enduring relationships:
Cafe Femenino Foundation: A non-profit organization whose mission is to provide grants to programs and projects that enhance the lives of women and their families in coffee-producing communities around the world. We order their coffee beans at auction at different times of the year.
A Little Further South: Ben and his wife Yrma (a native of Peru) scour the remote corners of Peru looking for tasty treats to import. They support direct market sourced coffee by forming direct relationships with growers & partner with them to ensure the highest quality all the way from seed to your cup. We regularly source fair trade organic Peruvian coffee from Ben and Yrma.
Progressive, popular restaurants in Las Vegas: who believe the quality of their coffee should match the quality of the food they serve. These are niche restaurants that specifically commit to brewing each serving fresh so the customer gets the freshest, best tasting coffee possible.
THEN there are times when a customer says it far better than we ever could.
Growing the Business Meant Getting to Know Our Best Customers Even Better - and Deciding to Collaborate With Them
As more people discovered us online, and as our local customers kept sending their friends to our farmers’ market booth, our insight about the coffee loving people (both local and non local) who keep returning to us sparked an idea.
Our best customers are obsessed with coffee, definitely. But that’s not all they’re obsessed with. The folks we connect with most deeply, and who get the most value from our product, are those who pursue their passion as part of their everyday lives.
Whether it’s through their work or hobbies (or in some cases both), our customers are motivated and inspired to get up in the morning by something deeper than the drive to make a living. Our customers also desire to make a difference - in their own lives and in the lives of others.
This drive requires creativity and the commitment to rituals and habits - these are the common threads that connect the people we serve. Their love (obsession) for coffee connects to who they are because the coffee is part of a regular ritual they practice to stay on top of their game (even on the days that suck).
Our best customers don’t come to us because they’re addicted to caffeine (though caffeine certainly does help get through some days). They come to us because their high standards demand the best coffee and because they know we respect where they’re coming from.
When we had to upgrade our roasting capacity at the end of 2017, the idea for the Frankly Good Coffee Collective was born.
Increased Roasting Capacity + A Vibrant Community = The Frankly Good Coffee Collective
At the end of 2017, we acquired a Sivetz Air Roaster. Sivetz is an extremely well respected, long lived brand. Mike Sivetz was a pioneer in coffee technology. He designed and built coffee processing plants all over the world and used that experience to design this innovative air roaster.
Currently we use our Sivetz to roast our most popular selections: Dam Good Blend, Peru, Sumatra, and our Black Canyon Cold Brew (for our niche restaurant clients). As the Frankly Good Coffee Collective grows, it will roast many more varieties!
Getting the Sivetz sparked our idea for The Frankly Good Coffee Collective: your opportunity to experiment and grow as a coffee lover - and have the very best tasting quality coffee to support your daily habits and rituals. It’s your chance to collaborate with us to not only get first access to exclusive coffee selections, but to have your voice heard inside our community. Your opinions and experience will influence and shape how the collective grows and supports its members.
Collaboration: Two or more people working together towards shared goals.
Frankly Good Coffee Collective members will experience customized coffee enjoyment and support in sticking with the rituals and habits that help you give and do your best each day - whether you are local to Las Vegas or not. Once you back this project you will be invited to join (and help shape) our online community.
The Frankly Good Coffee Collective is a coffee subscription service and community for people who love coffee, enjoy the ritual of brewing each serving fresh and appreciate the convenience of ordering online from an established business. It’s a new opportunity for customers outside the Las Vegas Valley to easily purchase fresh air roasted Frankly Good Coffee.
Once you back our project you’ll receive an email with a link to join our online community. Whatever your larger goals are, our vision is that you will be supported by and contribute to the group in a way that nurtures your ability to consistently stick to the habits and rituals that support you to do your best work and make your biggest difference in your own life and in the lives of others. And have plenty of coffee!
Access to The Frankly Good Coffee Collective community gives you:
- A steady supply of fresh air roasted coffee from a small business who believes the most effective way to change the world is to be kind to people and support them however we can
- An easy way to order and receive fresh air roasted coffee
- Opportunities to “invest” in custom Sivetz roasts (we’ll let you know what we plan to order and you can buy however many pounds you like at amazing prices)
- Support of and from like minded, creative disciplined people
- Inspiration from others who employ the power of habit and ritual to get the important things done in work and in life
Where Backer Money Will Be Spent
- A new template and some targeted design work to showcase the Frankly Good Coffee Collective and encourage visitors to subscribe.
- SEO - to allow more people to find us online.
- Subscription software to make the user experience on our site as friction free as possible
Sponsoring events where our ideal customers gather to further spread the word about the Collective
Warehouse space that is conducive to roasting and hosting events.
Risks and challenges
The biggest challenges have already been overcome: establishing our business in our local community, building a loyal following and upgrading our roasting capacity with the Sivetz roaster. If you back this project, you WILL receive your freshly roasted coffee within the allotted time frame.
The main risks we face now are the unknowns associated with business growth and specifically growing a business online: spreading the word on a much wider scale (both locally and nationally), moving into a larger warehouse space, streamlining shipping, and hiring the right support at the right time(s) to best serve our customers as we grow.
The Sivetz “lives” inside a 26 ft box trailer, which makes it mobile. Being mobile has worked well for the last seven years (and we intend for mobile to remain part of our business model), AND our next stage of growth includes moving to a warehouse and setting up a permanent space to roast, give tours and host educational and fun events for creative, motivated curious people who are as interested in and obsessed with coffee as we are.Learn about accountability on Kickstarter
- (30 days)