The Power Up ⎯ SN.01/EP.05
How To Let Education Guide Your Sales Channel Strategy
When your business caters to only 10% of the market, how do you grow? You focus your strategy on inspiring more demand. That’s exactly what the team at Tradition Coffee Roasters has been doing since 2019 as they’ve expanded from a coffee of the month club to e-commerce, brick-and-mortar, and wholesale.
Education has been at the root of increasing their audience across different sales channels. Lindsey co-owner of Tradition Coffee Roasters shares, “Most people don’t know how to explore coffee. They think it’s just light, medium, and dark. But we’re introducing them to why this country is interesting [or] how this fermentation process affects the coffee. We’re showing people all that and describing it so they understand what they’re doing.”
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About The Business
Business name: Tradition Coffee Roasters
Founded: 2019
Owners: Lindsey and Brian Burik
Location: Kailua, HI
Website: https://traditioncoffeeroasters.com
Sales diversification strategy: E-commerce, coffee shop, wholesale, coffee of the month club, roasters tours, classes
About Our Guest
For many years Lindsey worked on Wall Street while her husband, Brian, was a NYC firefighter. When Brian was looking for his second career, Lindsey also took the opportunity to get out of corporate America. Together they moved to Hawaii and started an online coffee club where they curated new and fun coffee bags for subscribers each month.
Finding success, Lindsey and Brian expanded to wholesale and eventually needed to move to a larger location where they opened their coffee shop. Lindsey attributes the cafe as their most exciting accomplishment. Located in an industrial area, the “hidden gem” status draws people in organically.
To discover how Tradition Coffee Roasters educates their customers and partners, listen to the whole episode on The Power Up.
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