Troubardour The Taste of Costa Rica™

Business Plan - Seed Round Q1 2020

“Forget the tech bubble. Craft coffee is the next boom industry. Coffee startups are racing to expand in a market that will be worth $85 billion

by 2025, from creating algorithms to match you with new roasts to redesigning instant coffee. Welcome to the world of third wave coffee.”

— Elizabeth Segran, Fast Company (November 2019)

https://www.fastcompany.com/90419801/forget-the-tech-bubble-craft-coffee-is-the-next-boom-industry

The Taste of Costa Rica™Troubardour is a beautiful and unique Coffee Farm in Costa Rica that sells its premium coffee in the US via online coffee subscription box.

● Troubardour is a company that launched in the first quarter of 2020 that offers consumers a single-origin direct trade premium coffee subscription in the U.S.

● What sets Troubardour apart in the market is that it has its own coffee farm in the heart of Costa Rica’s coffee lands which offers visitors a unique coffee experience with tours, jaw-dropping views, great local food, and the one-of-a-kind Troubardour cocktail bar, a symbol of life, fun and a bridge between the world of cocktails and coffee.

● Troubardour is a true, interactive coffee story and brand that invites its customers to not just consume its delicious coffee and content, but to dive in, participate and connect with Costa Rica. Troubardour is the Taste of Costa Rica.

● The coffee industry is growing fast A $77B market in the US, growing at a 5.5% CAGR for 2019-2024.

● The rise of the Third Wave of Coffee Preference of Fair-trade, organic, sustainability, transparency and single-origin over brand. Small authentic producers rather than corporate giants. The sector is expected to enter a period of explosive growth that will make high-end craft coffee more mainstream, ballooning from $35B in 2018 to $85B in 2025.

● The subscription box industry is growing rapidly as well More than $2.6B in sales in 2016, up from $57.0M in 2011.

Opportunity

Opportunity

● Coffee is the ideal product for an online subscription for many reasons A whole new coffee subscription box industry is emerging in the US and Europe very rapidly.

● Superfoods are one of the fastest growing segments in health and wellness CAGR over 8% during 2018-2022.

● Coffee + Superfood: an untapped market Coffee is universally prepared in the same traditional formats. Redefining new recipes and fomenting innovation is an untapped blue ocean market.

“Over the next five years, the sector is expected to enter a period of explosive growth that will make high-end craft coffee more mainstream,

ballooning from $35 billion in 2018 to $85 billion in 2025.” — Elizabeth Segran, Fast Company (November 2019)

https://www.fastcompany.com/90419801/forget-the-tech-bubble-craft-coffee-is-the-next-boom-industry

Solution Coffee Subscription Box - Online Store

Troubardour Coffee provides a farm-to-house coffee subscription box from Costa Rica without any intermediaries. Troubardour is a true, interactive coffee story and brand that invites its customers to not just consume its delicious coffee and content, but to dive in, participate and connect with Costa Rica.

Troubardour Coffee surpasses all the requirements of Third Wave Coffee.

● Quality: Ranked as 85 (Excellent grade) by the SCAA ● Fair Trade: We don’t just buy from a coffee farm, we ARE the farm and qualify for Direct

Trade status. ● Sustainability: Shade-grown and pesticide-free. Currently working on transitioning to a

regenerative, carbon-negative, fully-certified organic farm. ● Single-origin / Costa Rica: Every bag of Troubardour coffee is single-origin: our farm.

Costa Rica is a word with a great deal of selling power and it will be our ally. ● Simplicity: Having coffee only from one farm and region, demonstrates our confidence in

our product and will make the online shopping experience easy and fast.

Solution Coffee Subscription Box - Online Store

Brewing methods —such as V60, Chemex, French Press, Aeropress, siphon and pour-over— are a core tenet for Third Wave Coffee consumers interested in speciality coffee. Troubardour Coffee focuses on a brewing technique that has been overlooked by the market— The Costa Rican Chorreador. Brewing coffee with a chorreador has three important pluses:

● It’s dramatically simpler to brew than complex methods like the pseudo-scientific pour-over V60 which requires scales, timers and disposable paper filters.

● It’s 100% Costa Rican— like our coffee, making it easy to pair conceptually with our coffee. The Chorreador method is ideal for medium roasted beans like Troubardour Coffee.

● It results in a superior cup of coffee by preserving the coffee oils. Paper filters restrict the natural oils in coffee beans— cafestol and kahweol. These oils are responsible for coffee's incredible array of flavors and aroma and have been reputed to have anticarcinogenic properties as well as neuroprotective effective.

Test production on the first batch of portable Costa Rican chorreador coffee makers.

Solution Coffee Subscription Box - Online Store

Troubardour is going to be the first coffee subscription company to offer its own superfood coffee mix, called Full Moon — which makes a delicious and unique blend that provides a big dose of vitality and libido enhancing ingredients.

The world of coffee revolves around a few formats done well — black, expresso, cappuccino, latte etc. Everyone is trying to make the best recipe by tweaking it to perfection, but hardly anyone is trying to innovate which leaves the door wide open for us to jump into a Blue Ocean with Full Moon Coffee.

Full Moon Coffee by Troubardour is our proprietary coffee creation which is based on our coffee and involves the addition of a custom-made superfood mix that is mainly composed of raw cacao and maca. The result is a rich and sweet coffee that is ideal for health conscious consumers because it provides the drinker with noticeable and potent natural hit of raw energy, and is proven to be a strong libido enhancer when taken for at least a few days. The marriage of coffee and superfoods is a compatible one.

Solution Troubardour Wear - Online Store

Our online store has a section dedicated to t-shirts, hats, and other wearables. Our brand is artistic, gorgeous, authentic and is we will constantly evolve the universe of the Troubardour Muse to encourage sales of our merchandise.

The Troubardour shop is designed to be simple, mobile-friendly and simultaneously expansive. The store experience runs on Shopify, the most proven online shopping experience system available and will feature the coffee subscription front and center to make it easy and simple for visitors to understand that buying our coffee is the main reason they are there.

When shopping, customers will be invited to expand their purchase by adding branded high-quality merchandise that will include high quality branded items such as t-shirts, mugs, hats, yoga pants, sweatshirts and bathing suits.

All of these will be developed using Printful.com, and online on-demand system that prints, packs and ships our custom printed products with no inventory or upfront costs.

Solution Coffee Farm Experiences in Costa Rica

Troubardour is a coffee but it is also a portal. This permanent open door invitation is going to help us create a bond between the coffee and the consumer. Even if a consumer never comes to Costa Rica they will feel it, and attraction is the action or power of evoking interest, pleasure, or liking for someone or something.

Finca Noemy, the home of Troubardour, is a coffee-lover’s paradise. The farm is a miniature authentic replica of a typical old Costa Rican coffee town. The mountain views of the coffee lands fill your lungs with fresh mountain air the moment you walk in. The property is filled with flowers and fruit trees that are home to many species of birds and animals.

Each day we greet coffee lovers from all around the world that come visit our coffee tours, eat cheese tortillas in our home-style restaurant, and stay for the night in our rustic cabins. Oh and there’s coffee, lots and lots of delicious, fresh coffee.

Solution Coffee Farm Experiences - Coffee Tours

We currently offer our guests daily coffee tours at the finca. Guests get a first-hand tour of the entire process of coffee at our farm and they get to pick coffee when it’s harvest season as well as process it. The tour includes walking through parts of the farm and finishes with a delicious typical Costa Rican lunch and copious amounts of coffee.

Starbucks has proven that the market for coffee experiences in Costa Rica (when done well) has massive potential. Their tours cost an average of $35 dollars p/person and every day bus-loads of tourists descend to have $6 dollar coffees and buy $30 dollar souvenir bags. It’s always full no matter what day of the week and it clearly is a strong point of contact for the brand.

During 2020, we will expand and improve the tour as well as building a proper gift-shop so that Troubardour’s presence can be better felt at the farm. We plan to build more infrastructure in the viewpoint and develop the cocktail bar as a permanent attraction in the farm.

Coffee tours allow guests the opportunity to interact with coffee, by planting, harvesting and learning about coffee

Solution Coffee Farm Experiences - Troubardour Cocktail Bar

Troubardour is a beautiful hand-made mobile trailer cocktail bar was designed to inspire - to bring love and life wherever it goes. The Troubardour bar is an important symbol and asset for the company. It is the physical story of how Troubardour Coffee was born.

It was originally designed to perform at high-end weddings and private events in the US and now lives in the heart of our coffee farm in Costa Rica and it’s going to become the star attraction to our guests.

Troubardour is important because it differentiates us from all the coffee tours and experiences in Costa Rica. It clearly communicates that coming to Troubardour farm is fun, like a Willy Wonka factory of coffee. It also deepens the coffee experience because it allows people to not just experience coffee in its regular form, but in the form of cocktails, including the many non-alcoholic cocktails and speciality coffees we’ll be offering (like Full Moons).

Solution Coffee Farm Experiences - Coffeexology

Troubardour is going to help us communicate that coffee can be fun, and that the thin line between mixology and barismo can be crossed and intertwined.

We are going to play with both worlds while keeping coffee as the hero and forefront of everything we do.

Troubardour will be creating a gamut of delicious coffee cocktails that will be made with Troubardour coffee that will help put a spotlight on the farm and Costa Rica to remind our customers that if they want, a cocktail is waiting for them there.

Target Market TAM / SAM / SOM

● Total Addressable Market (TAM) Male & female millennials in the US, Canada and Europe, between 25 - 45 years old, who earn between $50,000 - $150,000 with disposable income and drink coffee regularly.

● Segmented Addressable Market (SAM) People in the TAM who are either coffee connoisseurs or who at least show some interest in coffee but are not necessarily experts or technical about it.

● Share of the Market (SOM) People in the SAM who live in the US.

Target Market Buyer Persona

● Coffee ○ Connoisseur / Barista ○ Explorer / Enthusiast / Coffee lover

● Coffee Superfood Drinks - Full Moon Coffee ○ Coffee-based drinks fans ○ Superfood fans ○ Fitness / nutrition ○ New age-y / Health-conscious / Wellness

● Coffee Experiences ○ American tourists ○ Local high-end city visitors

“At present, industry sources describe their typical consumer as a young coffee aficionado with disposable income who is willing to devote considerable time and effort into getting the best at-home cup of coffee possible. Although this is a lucrative demographic it is one that is constrained in size. Consequently, the subscription model will not appeal to more than a small proportion of coffee drinkers for the foreseeable future. To break out of their niche, subscription services would need either major advances in home brewing technology that make the process of making premium coffee far easier, or a shift in American coffee drinking habits that prioritise quality at the expense of convenience. Many services are hopeful this will happen, but such optimism may be misplaced in a market that embraced the ease of the K-cup with such enthusiasm.”

- Matthew Barry, “Premium Coffee Subscriptions Appeal to Demanding US Consumers”

● The market is highly populated and fragmented in the US, and becoming increasingly popular in other markets such as the UK

● There are a few competitors that are starting to stand out and dominate this freshly brewed market.

● Most of them have centered the conversation around curation, customization and roasting freshness.

Main competitors - market players

Competitive Landscape Coffee Subscription Boxes

● Blue Bottle Coffee ● Atras Coffee Club

● Driftaway Coffee ● Bean Box

● Trade Coffee ● MistoBox

Competitive Landscape Coffee & Superfood Drinks

● There are a myriad of bloggers, content websites and superfood producer websites with different similar recipes.

● Some of them use this content to sell the standalone ingredients, but none of them is currently selling anything similar to our Full Moon Coffee as a final product.

● The closest products in the market are a cold-brew coffee drink and coffee substitute cacao & maca mixes.

The Morning Motivator by The Maca Team & Cold-Brew Coffee Elixir by REBBL

Competitive Landscape Coffee Farm Experiences

Starbucks Coffee Farm Hacienda Alsacia leads the coffee tour & shop experience in Costa Rica

The coffee experience market in Costa Rica is highly populated and fragmented, yet there is plenty of room for innovation. 3 main players dominate this market. Starbucks is the leader—bringing in a high flow of customers and revenue with very high profit margins. With few exceptions, they offer the same experience served in a different form.

● Starbucks Coffee Farm - Hacienda Alsacia. Very well developed and designed high-end coffee shop in a coffee farm setting. Starbucks offers visitors a standard coffee tour in English or Spanish that all takes place right in the visitor center. They receive a big flow of traffic of American tourists and local high-income city visitors.

● Britt Coffee Tour. One of the big players in the Costa Rican coffee industry, Britt offers a variety of coffee experiences aimed at different buyer personas (adults, children, etc.), such as coffee lovers experiences, coffee & adventure, coffee & waterfalls, among others.

● Café Doka. Doka competes with Starbucks by offering clients a more ‘traditional coffee tour in a Costa Rican coffee estate for guests most interested in a local curated experience. They also offer their facilities for events & corporate retreats.

Future Vision Possibilities for Expansion - Troubardour Shops

Troubardour Shops in the US and other markets are going to be a point of contact between the brand and potential new customers.

● Coffee & Cocktails. We plan on completely breaking the line between coffee shop and high end cocktail bar by merging both completely. Our menu will be composed of specialty coffees, high end cocktails with and without alcohol, coffee cocktails, cocktails and coffees with superfoods, and cocktails with spiritual essences (courtesy of our personal shaman).

● 100% sustainable and eco-friendly. Our shops will be fully environmentally friendly by using 100% farm-to-table ingredients and by operating with actual sustainable, zero-waste, circular processes.

● Gift shop. The stores will be designed with the purpose of promoting and selling a great deal of merchandise. We want to communicate that Troubardour is a world, a universe of coffee and that wearing the brand communicates that you know something that other people don’t.

Future Vision Possibilities for Expansion - Troubardour Shops

Troubardour Shops in the US and other markets are going to be a point of contact between the brand and potential new customers.

● A window into Costa Rica. All our stores will be adorned with photos and videos of Troubardour Farm, allowing guests to physically see the farm from New York or Boston or wherever they are.

● The only coffee shop where you can get a ‘cafe chorreado’. We are going to design and build giant Troubardour chorreadores that will be pieces of art. Seeing how easy it is to make our coffee will encourage sales of not just our portable Troubardour chorreadores, but also our coffee because they are designed to work well together.

Our plan is to open up a test-store in New Hampshire, our US home-base, and learn and fine-tune the idea from the experience before we roll out to new markets.

Future Vision Possibilities for Expansion● Ecolodge Business with Geodesic Domes

The farm has massive untapped potential as a tourist destination. The views of the farm, the location, and the infrastructure are ideal for creating a world-class ecolodge. Our future vision involves developing several geodesic dome structures that will serve as deluxe accommodations for visitors that require a more comfortable stay at the farm.

● New Markets - Europe & Canada All our digital marketing efforts are going to have a spill-over effect to other markets and we want to capitalize on this.

● Wholesale & Office Coffee Business We have direct contacts with several boutique supermarkets, roasters and coffee shops in New Hampshire and Chicago which we plan on connecting and offering Troubardour coffee. There is much more to learn in this arena.

Marketing & Sales Plan Positioning Statement

“One by one, we are creating a personal connection with coffee customers that are looking to establish a long-term-relationship with the ultimate coffee. Unlike other coffee companies, Troubardour

products inspire joy, authenticity, life and a connection to the most beautiful country in the world — Costa Rica. We are the only coffee subscription coffee company in the world that invites our clients not just to drink our delicious coffee but to jump in the cup and come out the other side and visit us in our

farm in Costa Rica —the ultimate digital-to-interactive experience.”

Marketing & Sales Plan The Troubardour BrandOur brand is definitely a core strength and its beauty is going to have a resonance with consumers online and offline.

Troubadours — These fabled nomads traveled from castle to castle and from kingdom to kingdom in the Middle Ages singing songs of life and bringing joy wherever they went. The French verb 'trobar', which means to explore, to invent, and to disturb is said to be the origins of the name Troubadour. 'Trobar' also derives from the Greek and Arabic words for melody and singing.

The heart of the Troubardour brand is the bar, a unique piece of art that while seemingly unrelated to coffee has everything to do with coffee. The Troubardour is a symbol for life, joy and festivity. It is unique, hand-made, made by a Costa Rican, and is currently in Costa Rica in our farm.

The Troubardour logo is composed of the ‘Muse’ a beautiful lady that looks at its viewer directly in the eye. It’s important to note that the logo was commissioned as not just a logo, but as a piece of art.

Marketing & Sales Plan The Troubardour BrandThe Troubardour logo was designed by world famous designer Jon Contino. Our plan is to work closely with Jon Contino to further expand the universe and brand of the Troubardour Muse and help us create more merchandise opportunities.

Jon Contino is an influential staple in the design and branding community who has worked for brands including Nike, MillerCoors, American Eagle, Coca-Cola, 20th Century Fox, AT&T, and Sports Illustrated.

Marketing & Sales Plan Slogan

The Taste of Costa Rica™ Our product is not just about the coffee, but about the visual, emotional and even spiritual connection to the farm, the land and the people making the coffee. Going into our brand will be like going into a 5-dimension experience of our coffee. We want to capitalize on people’s visual bank of Costa Rica as paradise and rightfully attach ourselves to that.

Marketing & Sales Plan Promotion - Digital Marketing● Growth Hacking

Carlo has many years of experience in the field. He founded and led a performance-driven digital agency in Santiago, which was very successful. It ran for 10 years and employed 40 people.

We will use various techniques and tools, such as funnel automation, website analytics, content marketing and A/B testing to rapidly test persuasive copy, email marketing, SEO and viral strategies, with a goal of increasing conversion rates and achieving rapid growth of the user base.

● Affiliate Program Many subscription boxes target the millennial demographic who continue to

be led by “Influencers”, review sites and content-driven “Authority Sites”, such as Roasty Coffee, Dripped Coffee and HomeGrounds.

We will set up our own commission-based affiliate program and contact authority sites and influencers in the niche in in order to attract them and have them promote our subscription.

Marketing & Sales Plan Promotion - Content & The Troubardour Universe

● Golden Tickets Promotion inspired from Willy Wonka’s Golden Ticket whereas several ‘golden tickets’ will be placed inside a subscription box and give the winner the opportunity to come to Costa Rica to visit the farm.

● Written Content - The Troubardour Blog We will have great coffee articles and well-written lifestyle pieces. The blog will be our journal into all the things that we are doing at the farm. Content = good web ranking and we plan on doing a lot of it.

● Video Content We want Troubardour to be a visual brand with nothing to hide. We intend to film a lot at the farm and outside the farm so that our audience can really hear from us and see the world through our eyes without a filter or edits.

● Social Media Channels Our social media strategy is to be authentic, transparent and inclusive. We want to hear our audience just as much as talk to them. We want to invite all those people that purchase coffee from us to share their thoughts, photos & videos.

Troubardour.com and all its social channels are going to be used in an authentic and genuine way to connect the people that drink Troubardour coffee. We believe that the people that will end up becoming Troubardour lifers are going to be people we need to connect and perhaps even one day meet. As such, in the meantime the communications we engage in is going to be focused around a very open view into the Troubardour lifestyle, the farm, and especially Costa Rica.

Marketing & Sales Plan Promotion - Content & The Troubardour Universe

● Troubadours; Your story for a cup. Every week we will ask our subscribers to tell us an interesting and inspiring story from their life. We will pick one story and send them a complimentary Troubardour coffee mug. When they receive it all they have to do is send us a photo of them wearing it or drinking from the cup and we would post the story and the photo on our media, creating an ever-growing collection of our consumers drinking our coffee.

● Costa Rica We want to move away from the traditional coffee farm imagery and take coffee on a wild adventure to the most beautiful waterfalls, beaches, mountains, jungles and adventures. Our social channels will take what we have learnt in our adventure travel business and capitalizing on that.

● Box Contents The box is not just a box, it’s a portal to another world. Our consumers are purchasing not just coffee, but a farm-to-house product, which is why the experience of opening our boxes are going to be very important, especially when it comes to retaining customers that are already subscribed to Troubardour Coffee.

We are going to put a lot of emphasis on three things:

1. The design of the box 2. The ecology of the box 3. The surprise of the box.

Marketing & Sales Plan Pricing & Direct Cost Analysis

Operations Sourcing, Fulfillment and DistributionThe supply chain will be split up between the US and Costa Rica, including partners for the superfood supply, packaging, consolidation & fulfillment.

● All the coffee will come from our coffee farm in San Ramón, Costa Rica. We are also currently working on building relationships with other coffee producers nearby in the same area, in order to remain agile and be ready to scale up fast in production.

● The coffee bags will be supplied by Roastar, a US-based packaging supplier. The bags will be supplied by them in bulk to our farm in Costa Rica, where we will pack and export them in 350-400 kg pallets to the US.

● Consolidation & fulfillment are going to be handled in the US by International Bonded Couriers, Inc. (IBC) an international logistics company that specializes in providing customized global transportation solutions.

● For the Full Moon Coffee subscriptions, we will work with Imlak’esh Organics, a US-based superfood wholesaler. They will provide us with retail-ready mixes which will be consolidated and packed in the final boxes by IBC.

Operations Milestones 2020-2021

Operations Startup Costs & Traction

Legal & trademark expenses: $12,000 Initial inventory & working capital: $20,000 Promotion expenses: $5,000

Total Startup Costs: $37,000

The business has not made any subscription sales yet. Our coffee production is currently being sold to a Costa Rican co-operative at the local wholesale price. The first active subscriptions will be acquired during Q1 2020, reaching 500 active subscribers within the first 12 months of operation.

Operations Key Metrics

Operations Key Metrics

CAC Customer Acquisition Cost ARR Average Retention Rate LTV Average Customer Lifetime Value CAGR Compound Average Growth Rate ARPU Average Revenue per User MRR Monthly Recurring Revenue

Operations Key Assumptions & Risks● Customer Acquisition Cost Risk (CAC)

We currently do not have the precise CAC numbers since we still have not started promoting our products. In our financial plan, we modeled a conservative CAC curve —according to industry averages— which is mainly driven by the digital media spent. Our experience in digital marketing gives us the confidence to consider that the assumptions we are making are absolutely achievable.

● Partner Dependency Risk Our organizational structure is designed to be agile and lean, relying heavily on strategic partners and outsourcing. Whereas this is ideal for scaling the company, it also poses risks related to the dependency on third parties. To tackle this risk, we plan to have partner redundancy whenever possible, in order to always have more than one option in every outsourced component of our supply chain and operation.

● Production Risk The current productive state of the coffee farm represents a risk because it needs some additional productive assets. To face this risk, we have added an investment item in the Series A budget related to acquiring and fixing the productive assets of the farm.

Team Ignacio Oreamuno (founder)

Ignacio will be responsible for all marketing & creative communications, sales efforts in the US, and the curation and voice of the Troubardour brand.

His past life had him traveling around the world working in the global advertising industry with giant agencies and corporations like Google, Twitter, Spotify and IBM. Ignacio is an avid multi-dimensional creative thinker, writer, speaker, leader, networker, pirate, dreamer and visual designer. Ignacio’s core strength is creating companies and ideas that challenge and break the norm. His history includes creating from scratch:

● Portfolio Night, the largest advertising talent event in the world. ● The Tomorrow Awards, the first global award show focused on the future of marketing communications. ● IHAVEANIDEA.org, one of the first creative media blogs in the industry which ran for 14 years ● Giant Hydra, the first mass collaboration creative development platform in advertising. ● The Dreamcatchers, a Costa Rican based deluxe travel experience company that offered its clientele of CEO’s and

executive leaders blind-itinerary journeys in Costa Rica.

Ignacio has a history of developing and leading the creation of high quality content that has ranged from published books, globally distributed magazines, digital apps, documentaries, digital video and educational series and editorial media content.

Financial Plan Projections

The business will have a very light and nimble personnel structure, following an agile and lean management style and team design.

We plan on employing outsourcing solutions as much as possible — such as outsourcing customer support to a Support-as-a-Service company, outsourcing apparel production to Printful.com, working with freelance platforms for design & marketing activities, hiring legal and accounting service by the hour, etc.

Also, the founders will manage the whole operation until the first 400-500 active subscriber milestone is reached.

Financial Plan Financing Round & Use of Funds

We are seeking $1.35M in funding, split in 2 rounds.

Seed Round - Q1 2020: $350,000 The majority of this money will be used to cover operating expenses and digital media buying (adspend) for the first year of operation. The main goal of this round is to set up and establish the early stage of the online business. We will set up the supply chain and online store, and launch the first version of our coffee subscription box, as well as launching our Full Moon Coffee product by the end of 2020.

Series A - Q1 2021: $1,000,000 The focus of this stage is to consolidate the online business, as well as setting up the Coffee Experience business in our farm. Additionally, part of the money will be used to buy 50% of the farmland from the landowners: the Aguilar family. They will provide the rest of the farm as a capital apportation to the business in exchange for shares. The whole farm is currently valued at $1.000.000, including all the infrastructure and assets in it.

Financial Plan Exit Strategy

We will follow a Merge & Acquisition or Acquihire exit strategy.

As the coffee industry evolves towards the Third Wave of Coffee and the subscription box model keeps gaining strength in the coffee industry, the exit opportunities via acquisition are many. In fact, a big player in the industry—Blue Bottle Coffee— was acquired in 2017 by Nestlé for $425M.

We see that there are three main groups of potential exits:

● Second-wave corporate giants, such as Starbucks, Dunkin’ Donuts and Second Cup Coffee.

● Big players in the coffee industry who are becoming increasingly interested in the subscription box model, such as Nestlé, Britt, Café Doka, Illy, etc.

● Big third-wave and other players in the industry, such as Peet’s Coffee, Bulletproof Coffee, among others.

Possible exit values for the company using different valuation methods

So, do you want some coffee?

Appendix Detailed Business Plan & Financial Projections

Detailed Business Plan Google Docs Format - 59 pages https://docs.google.com/document/d/13wU2lKHphFo3aCdg5eMM19K9TdOrqZfsOPj6IVJuuTs/edit?usp=sharing

Detailed Financial Projections Google Spreadsheets Format https://docs.google.com/document/d/13wU2lKHphFo3aCdg5eMM19K9TdOrqZfsOPj6IVJuuTs/edit?usp=sharing

Detailed Investors Deck Google Slides Format https://docs.google.com/presentation/d/1Lt4lrmNofgF4iBRwy73-vEKWAk4XFYfuyYJgxtHWcuU/edit?usp=sharing

Investors Deck Google Slides Format https://docs.google.com/presentation/d/1jKbYasKFP2VnMn_c6Pz5zJ8Ix4xb9y489iAl7kOYxbM/edit?usp=sharing