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Let me introduce our guests for today.

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Two people, Mark Bell, who is the founder,

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one of the founders and owners of Sir Coffee,

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which is a small chain in Orange County,

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and O.B. Beans, right, which is in Ocean Beach in San Diego,

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and Dr. Ryan Dellamater, who is the founder of Ocean Water.

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That's a nonprofit that provides clean drinking water

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to small disadvantaged poor communities in the third world.

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He's got one in, the one I know is Palmercito, El Salvador.

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So, they're gonna talk about the combination of nonprofit

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and profit businesses working together

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to provide benefit to both.

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I'm gonna turn it over to you guys.

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Hey, come on up here.

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Nice to meet you today, my friend Mark.

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We have been friends for 20 years,

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and so that's a little bit of our relationship.

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I'll let Mark start.

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He's gonna, you want me to start?

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You start. No problem.

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Yeah, so, so Mark's in coffee.

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Mark, in, I think, 2015,

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wanted to do something different with his life,

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so he decided to sell his house in San Diego

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and start roasting.

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So, for those of you who are interested in business,

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there's always risk involved when you start a business.

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A lot of people want the results of the business,

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but they don't want the risk involved.

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There's always risk.

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And so, the good news about starting businesses,

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the studies show that actually,

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and this, I was shocked to find this out,

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but this will be encouraging you,

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that actually the majority of people

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that do well in business,

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they do better as they start than as they get older.

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And why would that be?

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It's because you learn from your mistakes.

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So, when you're an entrepreneur and you start in your 20s,

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there's like a certain success ratio.

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You start in your 30s, it goes up.

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So, just be encouraged.

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You're gonna start some stuff,

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and it may or may not work out.

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But Mark has been doing that for seven years now.

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Yeah.

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You wanna talk a little bit about

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what it's like to sell your house?

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Well, I guess, like,

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our suit, yeah, my story is we,

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I was kinda playing around with roasting.

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I was working with nonprofits before this.

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And the reason why we did that

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is we went on a trip down in Mazatlan, Mexico.

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There's this shop down there called Moomin Coffee,

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and we went down there and a buddy of mine, Tom, ran it.

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And when we showed up,

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we went down there just to be on the serve,

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like, good waves.

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And it was interesting to watch

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because he was creating so much good

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around something so simple.

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Because everybody drinks coffee,

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just don't think about it.

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It's like, okay, whatever,

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it's just like a daily drink you do, you drink.

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And so he was utilizing it

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to work with a nonprofit that he had started there,

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and they were helping a lot of the families

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that lived in the dumps,

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and they recycle a lot of the stuff

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that came into the dumps.

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And so he went out and really helped

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a lot of these families.

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So he was going back and forth for a long time,

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and he lived in Namath,

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and he was doing these,

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he was a stone mason.

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He would do the big, huge fireplaces

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with all the river rock, those cool,

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you'd see in Namath or whatever.

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And he would go back and work,

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and then go back and help people,

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this nonprofit, back, forth, back, forth.

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And eventually he's just like,

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this is exhausting, I gotta start something

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that's gonna sustain what I'm trying to do here.

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So that's when he started the coffee shop,

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he started the grocery,

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and then he used that as kind of his home base

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to support the nonprofits that he worked with.

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But he also was able to hire a bunch of the local

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young people there, got them jobs,

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and then also provided this really rad environment

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because there's a lot of snowbirds

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that would live in Canada

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and then come down there during the winter.

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But a lot of them were just kind of disconnected

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and he created this space for them to come

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and hang, and there was a lot of community happening.

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And I just remember watching Tom,

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and he's like this old, he had long hair,

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this hippie surfer guy, really cool.

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And I was so blown away by how much good

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was coming from something so simple.

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I'm like, man, what if we could take this idea

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of doing coffee and leveraging it for good,

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and do that where we were from,

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which is in Ocean Beach, that's where I was living.

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Anybody ever been to Ocean Beach?

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Probably not, I guess everyone would know.

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Yeah, well I'm from Puerto Rico.

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Yeah, so you know, cool, the pier, all that good stuff.

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So we were like, there's no roasters in Ocean Beach,

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so we decided, hey, let's go start roasting coffee,

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figure it out, and whatever business,

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you just have to figure it out when you go.

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You just don't, it's not like you just know,

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you're like, okay, this is something that we're gonna do.

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So we found a couple mentors who roasted coffee

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and showed us how to do that.

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And we started roasting in my garage.

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And so people would walk by and like, what are you doing?

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And they're like, roasted coffee, and it smells,

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it's interesting when you roast coffee,

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if you smell that, a lot of times you think it smells

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like when you grind coffee, like that espresso smell,

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but it actually smells more like burnt toast,

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or like popcorn, it's a very interesting smell,

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there's like phases to it that you can like,

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you know, it's a unique smell.

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So people come by and like, what are you doing?

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What's that smell?

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So we learned how to roast,

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we were selling at farmer's markets,

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and our passion was to use this to do good,

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like that's our mission statement on the wall,

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everywhere that we start a shop that says,

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doing good, farm to cut, it was always our passion,

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like obsession to do that,

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like how do we leverage something simple

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to do a lot of good?

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And so I remember the first, I still have this photo,

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but I remember we weren't making any money when we started,

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we were like, selling at farmer's markets

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and we were trying to sell like,

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enough little bags of coffee at the farmer's market

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to like, pay the $50 fee at the farmer's market,

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and then have a little extra

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so we could go to pizza pork and drink beers afterwards,

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like that was like our mission, right?

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But I remember when we made just enough money,

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you know, just a little bit,

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I remember writing our first checks,

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and we wrote them to you and three other nonprofits

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that we were like, really passionate about,

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and we gave them, it was like all the money we had,

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but it was like, our passion,

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like that's why we started it.

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And we got to a point where we had to decide

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if this was like a side hobby,

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we were all working other jobs,

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and we were doing this on the side,

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like we would do farmer's markets at night,

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we would just kind of roast when we had time.

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And so, we all had to make a decision if we were all in,

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and I tried to go and raise capital for it,

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and I couldn't raise anything,

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not, I just couldn't get anybody to like, buy,

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like, they were like, yeah, cool, coffee shop,

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good luck, you know?

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I'm like, no, it's gonna be hot,

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you cut in with a lot of passion, right?

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And this is one thing, like in business,

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like if you have a passion for something,

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you're gonna have a lot of people that are like,

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yeah, yeah, yeah, yeah, right, okay,

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good luck with that, right?

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And only you can like, fan your flame,

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like to keep it alive, like you just,

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and there's gonna be times when like,

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you just have to pull yourself up by your bootstraps,

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and no one else is gonna believe it,

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you just have to like, believe in it

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more than anybody else.

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And so, we got to a point where I was like,

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well, if we're gonna be all in, we need to fund it,

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and that's when he pulled the, you know,

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that part of the story, is I decided I would

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sell my house and invest in it.

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And it's interesting, because once you do something

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like that, like that was super extreme,

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I wouldn't recommend that.

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That's super smart, you know?

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But, I, at that point, I was all in, all in.

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And it's funny, because then I did have to go

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raise some more capital, I thought,

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ah, this will be all the money that I need.

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And everybody tells you this, and you won't believe them,

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but it always takes twice as much money

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as you think it's gonna take,

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and it's gonna take twice as long, every time.

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But you're not gonna believe it,

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because if you're an entrepreneur, you're like,

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I can do this, I got this piece, we're gonna,

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you see the strategic advantage,

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and that's what fuels you to keep going, right?

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But once you get into it, you realize that,

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so we ran out of money, and I had to go raise some more cash,

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but because I had a lot of skin in the game at that point,

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some people stepped up, and they knew that my back

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was against the wall, I wasn't just gonna take their money,

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and like, oops, it didn't work out,

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like, I was gonna lose everything.

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And so they invested into us, and then we started

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our first shop, which was Only Beans,

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and we just thought we would just do one shop.

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And we started that, we went on our first sourcing trip,

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we went down to Mexico, and saw like, how coffee,

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I don't know if you guys know about coffee,

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coffee's cherries on trees, and it's hand-picked by people.

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And one tree produces enough coffee

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for like one pound of roasted coffee.

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So if you get your head around how much coffee we drink

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here in the United States, it's an incredible amount of work

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to hand-pick all that stuff, put it in,

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put it in these bags, and carry it down the mountains,

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and then they process it, get it prepared,

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they ship it, then it gets roasted and served.

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So we were blown away by how much work went into that,

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and then that solidified our passion to help farmers as well,

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and we started doing direct trade.

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So we would travel to origins, we'd travel all over the world,

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we'd met with farmers, we'd see the working conditions,

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we'd see if they're using organic practices,

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even if they can't pay for the organic seal on it,

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because that's a lot of money to do.

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And we get to see what kind of practices they're doing,

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we get to try their coffees first,

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as they're coming off of harvest,

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and pick some of the best coffees that we can find,

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and then we pay them directly.

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So instead of paying like a broker,

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and then they cut it in half,

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because it would be like wholesale, right?

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You know, wholesale always gets cut in half.

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They get the full amount of money.

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So these farmers are working really hard

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to create incredible quality coffee for us,

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and make sure that they harvest it correctly,

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process it correctly,

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because anything along that process

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is gonna mess up the coffee in your cup.

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Mark, so they have collectives.

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They do, yeah.

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So some of them do,

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so some of them we actually have co-ops

259
00:11:20,760 --> 00:11:21,880
that work all together,

260
00:11:21,880 --> 00:11:23,760
and they'll pool all their coffee together.

261
00:11:23,760 --> 00:11:26,480
So in Africa, they do a lot of that there,

262
00:11:26,480 --> 00:11:29,240
because it's small lot farms on mountains,

263
00:11:29,240 --> 00:11:31,160
and they'll pool them together.

264
00:11:31,160 --> 00:11:32,920
And so that's why you'll get,

265
00:11:32,920 --> 00:11:35,400
and they a lot of times will process those naturally,

266
00:11:35,400 --> 00:11:38,680
so they let the cherries dry on the outside,

267
00:11:38,680 --> 00:11:40,800
and then take the cherry out.

268
00:11:40,800 --> 00:11:45,280
So it's like a little bit more muddy to taste,

269
00:11:45,280 --> 00:11:46,360
but juicier.

270
00:11:46,360 --> 00:11:49,440
When I say muddy, like it's not as clear and crisp,

271
00:11:49,440 --> 00:11:53,080
but you'll get incredible coffees from these regions

272
00:11:53,080 --> 00:11:56,520
as they pool all of their coffees together.

273
00:11:56,520 --> 00:11:58,040
In Central America, a lot of times

274
00:11:58,040 --> 00:11:59,840
it'll be a little bit bigger farms,

275
00:11:59,840 --> 00:12:02,080
and they'll focus on certain varietals,

276
00:12:02,080 --> 00:12:07,080
so you get a real clear crisp coffee that you have.

277
00:12:07,400 --> 00:12:09,160
Yeah, so it goes both ways.

278
00:12:09,160 --> 00:12:12,960
On the co-ops, a lot of times we'll work with a producer

279
00:12:12,960 --> 00:12:16,200
who will buy it from the co-ops,

280
00:12:16,200 --> 00:12:18,920
and then process the coffee.

281
00:12:18,920 --> 00:12:20,680
And so that's kind of the process.

282
00:12:20,680 --> 00:12:24,400
We need transport it from South America or Africa.

283
00:12:24,400 --> 00:12:25,960
Are there any special logistics

284
00:12:25,960 --> 00:12:28,040
or transportation requirements?

285
00:12:28,040 --> 00:12:29,200
Yeah, there's a lot of them,

286
00:12:29,200 --> 00:12:32,480
but we usually will work with people

287
00:12:32,480 --> 00:12:35,920
who are already importing coffee from these regions.

288
00:12:35,920 --> 00:12:38,560
We're almost big enough to where we're about ready

289
00:12:38,560 --> 00:12:42,400
to start buying our own shipping containers full of coffee,

290
00:12:42,400 --> 00:12:45,000
which is great, we're hitting that volume.

291
00:12:45,000 --> 00:12:47,760
But up till now, we've worked with other people

292
00:12:47,760 --> 00:12:50,360
who are like exporting from those areas,

293
00:12:50,360 --> 00:12:53,480
and then we'll put that on their container.

294
00:12:53,480 --> 00:12:55,320
So they'll deal with a lot of the issues.

295
00:12:55,320 --> 00:12:56,920
They're not temperature controlled or anything like that?

296
00:12:56,920 --> 00:12:58,840
No, they're not, yeah.

297
00:12:59,720 --> 00:13:01,400
And they probably should be,

298
00:13:01,400 --> 00:13:04,120
because some of them, they sit for a long time.

299
00:13:04,120 --> 00:13:09,120
But typically, a green coffee, green is fairly hardy.

300
00:13:10,560 --> 00:13:15,560
So it's not as volatile as maybe a grape

301
00:13:15,560 --> 00:13:20,560
or something for wine or something like that.

302
00:13:21,720 --> 00:13:23,120
So that's kind of where we got it.

303
00:13:23,120 --> 00:13:25,800
And then we started Sir in Saint-Claude-en-Ain

304
00:13:25,800 --> 00:13:29,240
when he partnered with a friend of ours.

305
00:13:29,240 --> 00:13:31,000
He wanted to start,

306
00:13:31,000 --> 00:13:33,680
we were able to create something really special in OB,

307
00:13:33,680 --> 00:13:35,040
if you've ever been to OB,

308
00:13:35,040 --> 00:13:37,320
if you ever go there, try it out.

309
00:13:37,320 --> 00:13:38,960
But there's such a cool community.

310
00:13:38,960 --> 00:13:41,360
The same thing that we saw was happening in Mazelon

311
00:13:41,360 --> 00:13:43,560
with my wife, Tom, started happening there.

312
00:13:43,560 --> 00:13:46,000
It was the place where people went and connected.

313
00:13:46,000 --> 00:13:47,920
We had a lot of students from Portland, Manass

314
00:13:47,920 --> 00:13:49,440
and from San Diego State.

315
00:13:49,440 --> 00:13:51,280
A lot of them come and study there.

316
00:13:51,280 --> 00:13:54,000
We have a lot of the community that comes there every day.

317
00:13:54,000 --> 00:13:58,400
And we were able to create such a cool vibe in the space.

318
00:13:58,400 --> 00:14:00,800
And then we were able to partner with Ride for Water

319
00:14:00,800 --> 00:14:03,800
and take some of our barista team

320
00:14:03,800 --> 00:14:07,640
and people who were like our customers down to El Salvador.

321
00:14:07,640 --> 00:14:10,920
We had another project in Mexico that we were working on.

322
00:14:10,920 --> 00:14:11,920
So we go down there

323
00:14:11,920 --> 00:14:16,680
and it's fun to actually leverage that platform

324
00:14:16,680 --> 00:14:18,680
to do a ton of good.

325
00:14:18,680 --> 00:14:20,920
And it's fun to see how it's kind of,

326
00:14:21,960 --> 00:14:23,960
we're starting to see that same vision we saw

327
00:14:23,960 --> 00:14:25,520
down in Mazelon happen there.

328
00:14:25,520 --> 00:14:27,720
And so we started in San Clemente,

329
00:14:27,720 --> 00:14:30,400
the short version of that, we started in San Clemente.

330
00:14:30,400 --> 00:14:33,160
We were like, we want to actually scale this.

331
00:14:33,160 --> 00:14:34,000
What are we gonna call it?

332
00:14:34,000 --> 00:14:36,960
We call it a SIRT, South, Spanish for South,

333
00:14:36,960 --> 00:14:38,240
Southern California.

334
00:14:38,240 --> 00:14:43,240
And now we have one in, by USD, in Linda Vista,

335
00:14:46,120 --> 00:14:50,120
in San Diego, we have the one in San Clemente.

336
00:14:50,120 --> 00:14:52,520
And then we just opened up one in Huntington.

337
00:14:52,520 --> 00:14:53,360
So.

338
00:14:53,360 --> 00:14:54,480
By the pier.

339
00:14:54,480 --> 00:14:55,400
By the pier.

340
00:14:55,400 --> 00:14:56,400
Yeah, two weeks ago.

341
00:14:56,400 --> 00:14:58,680
So we're figuring it out.

342
00:14:58,680 --> 00:15:00,120
You know, we're at that place now

343
00:15:00,120 --> 00:15:04,160
where you're trying to figure out how to scale systems

344
00:15:04,160 --> 00:15:06,880
and train people and what we're trying to do.

345
00:15:06,880 --> 00:15:11,040
But the cool part is when we started this,

346
00:15:11,040 --> 00:15:14,960
it was, you know, how can we help our friends

347
00:15:14,960 --> 00:15:16,200
who are doing a lot of good.

348
00:15:16,200 --> 00:15:19,800
So we partnered with Ryan and Ocean Water

349
00:15:19,800 --> 00:15:22,320
and I've gone down to El Salvador,

350
00:15:22,320 --> 00:15:26,960
like 10 or 15 times and built a lot of great relationships.

351
00:15:26,960 --> 00:15:29,560
And the cool thing is, is we actually get coffee

352
00:15:29,560 --> 00:15:31,600
from El Salvador, it's a place that we get some,

353
00:15:31,600 --> 00:15:33,600
like a lot of our coffee from.

354
00:15:33,600 --> 00:15:36,200
So not only are we like bringing coffee in,

355
00:15:36,200 --> 00:15:39,560
but we're also working with a lot of locals

356
00:15:39,560 --> 00:15:41,360
to help them get clean drinking water.

357
00:15:41,360 --> 00:15:46,240
It's kind of part of that connection and collaboration.

358
00:15:46,240 --> 00:15:48,720
Yeah, so it's always fun when people are,

359
00:15:48,720 --> 00:15:52,120
this is a marketing class for non-marketing majors,

360
00:15:52,120 --> 00:15:53,200
correct?

361
00:15:53,200 --> 00:15:54,720
Cool, we're in the right room.

362
00:15:56,040 --> 00:15:57,800
Yeah, so it's always fun to hear a little bit

363
00:15:57,800 --> 00:16:02,800
of the founder story and then how people use their platform.

364
00:16:02,800 --> 00:16:07,640
So a lot of the best marketing is what Dave, I know,

365
00:16:07,640 --> 00:16:09,360
has tried to model for you guys,

366
00:16:09,360 --> 00:16:11,920
even in the way that he teaches, you'll notice,

367
00:16:11,920 --> 00:16:15,320
do I call you Dave or is it Mr. Harrison?

368
00:16:15,320 --> 00:16:17,120
I ride bikes with Dave on Saturdays,

369
00:16:17,120 --> 00:16:19,440
so that's like our friendship for four years.

370
00:16:19,440 --> 00:16:22,680
So that's, Dave's a brilliant cyclist, very nice guy.

371
00:16:22,680 --> 00:16:24,360
And we live by each other in San Clemente.

372
00:16:24,360 --> 00:16:27,440
So, but a lot of, but when you're talking about marketing,

373
00:16:27,440 --> 00:16:29,400
I know he's brought in other people

374
00:16:29,400 --> 00:16:34,200
that have had one person, his son is into

375
00:16:34,200 --> 00:16:36,800
just a lot of record stuff, they've had some other people.

376
00:16:36,800 --> 00:16:38,600
So when you're talking about marketing,

377
00:16:38,600 --> 00:16:42,320
a lot of it does have to do with collaboration

378
00:16:42,320 --> 00:16:43,760
and partnerships.

379
00:16:43,760 --> 00:16:46,880
So you can use, so like our relationship,

380
00:16:46,880 --> 00:16:49,480
been friends for 20 years, but also you can use

381
00:16:50,480 --> 00:16:54,840
your coffee place to also fund water projects.

382
00:16:54,840 --> 00:16:57,240
So we've been doing work in El Salvador

383
00:16:57,240 --> 00:17:01,880
in 2010 I rode my bicycle across Canada,

384
00:17:01,880 --> 00:17:03,200
who's been to Canada?

385
00:17:03,200 --> 00:17:04,040
Anybody?

386
00:17:04,040 --> 00:17:06,320
I rode my bike all the way across

387
00:17:06,320 --> 00:17:08,800
from the West Coast to the East Coast,

388
00:17:08,800 --> 00:17:12,480
and then I rode from there to California,

389
00:17:12,480 --> 00:17:15,360
and then I rode from California to Columbia.

390
00:17:17,080 --> 00:17:19,520
I did not ride the Darien Gap, I get that question,

391
00:17:19,520 --> 00:17:21,760
that's like the most narcotic place on the planet.

392
00:17:21,760 --> 00:17:25,080
I took a plane flight from Panama City to Medellin,

393
00:17:25,080 --> 00:17:28,320
but I rode for a year and I wanted to do something

394
00:17:28,320 --> 00:17:30,000
kind of different with my life,

395
00:17:30,000 --> 00:17:31,960
and I went on this bicycle ride

396
00:17:31,960 --> 00:17:33,800
and I learned all about water,

397
00:17:33,800 --> 00:17:36,880
and Mark and I were living in San Diego at the time,

398
00:17:36,880 --> 00:17:40,280
and Ash, he was kind of starting this new phase of his life,

399
00:17:40,280 --> 00:17:44,840
had to do with coffee, and I got very interested in it,

400
00:17:44,840 --> 00:17:46,800
that's actually when I went back to grad school

401
00:17:46,800 --> 00:17:48,840
and I did a doctorate in public health

402
00:17:48,840 --> 00:17:50,720
where I studied water policy.

403
00:17:50,720 --> 00:17:54,960
And so we started to go on trips together to El Salvador,

404
00:17:54,960 --> 00:17:58,760
we were asked by a teacher from like

405
00:17:58,760 --> 00:18:02,760
the most prestigious preparatory academy in El Salvador,

406
00:18:02,760 --> 00:18:05,840
and to come and help them with some bucket systems

407
00:18:05,840 --> 00:18:08,640
by a little village at the beach, her name is Doreen,

408
00:18:08,640 --> 00:18:12,200
so we went down, and on that trip, 34 of us went,

409
00:18:12,200 --> 00:18:15,720
the whole thing was a party, it was like a 10 day,

410
00:18:15,720 --> 00:18:18,440
it was like a 10 day beach party, and we surfed,

411
00:18:18,440 --> 00:18:21,720
and at that time we were using these bucket systems,

412
00:18:21,720 --> 00:18:24,880
there's different clean water platforms

413
00:18:24,880 --> 00:18:26,240
I wanna explain a few of them to you,

414
00:18:26,240 --> 00:18:28,640
so you can understand, the simplest ones

415
00:18:28,640 --> 00:18:30,760
are these little buckets that you use,

416
00:18:30,760 --> 00:18:35,200
and they basically do like, if you have blood problems,

417
00:18:35,200 --> 00:18:38,080
you go to the hospital, they give you the dialysis machine,

418
00:18:38,080 --> 00:18:39,960
the dialysis machine is a machine

419
00:18:39,960 --> 00:18:41,560
that will clean your blood.

420
00:18:41,560 --> 00:18:43,840
So the same company that is the largest

421
00:18:43,840 --> 00:18:47,000
dialysis making machine in America

422
00:18:47,000 --> 00:18:48,280
developed this little filter

423
00:18:48,280 --> 00:18:50,840
that does the same thing for water, it works on gravity,

424
00:18:50,840 --> 00:18:52,080
so you're able to get these filters

425
00:18:52,080 --> 00:18:54,800
and you're able to attach them to this $5 paint buckets

426
00:18:54,800 --> 00:18:58,560
like at Lowe's or Home Depot or some hardware store,

427
00:18:58,560 --> 00:19:01,760
and they work really well for somebody

428
00:19:01,760 --> 00:19:05,120
who already has like an existing water infrastructure,

429
00:19:05,120 --> 00:19:08,200
like someone's house, a lot of times you do projects

430
00:19:08,200 --> 00:19:10,600
in Central America, they have access to water,

431
00:19:10,600 --> 00:19:13,880
but the water's dirty, and what I mean is people

432
00:19:13,880 --> 00:19:17,080
will get like typhoid and diphtheria and diarrhea

433
00:19:17,080 --> 00:19:20,600
and dysentery, those are what we call waterborne illnesses,

434
00:19:20,600 --> 00:19:24,320
so waterborne illnesses can be easily solved

435
00:19:24,320 --> 00:19:26,000
by just doing these little bucket systems,

436
00:19:26,000 --> 00:19:28,000
and we did that, I think for two years,

437
00:19:28,000 --> 00:19:30,680
we did like five, I don't know, we did a lot of homes,

438
00:19:30,680 --> 00:19:33,600
we were doing these buckets, and then we were like,

439
00:19:33,600 --> 00:19:35,880
I was really getting into water policy,

440
00:19:35,880 --> 00:19:40,160
and I thought, I've surfed since I was 12,

441
00:19:40,160 --> 00:19:44,000
and I still surf, I caught 230 waves last month in October

442
00:19:44,000 --> 00:19:46,880
according to my surf watch, I'm really proud of that,

443
00:19:46,880 --> 00:19:49,640
you probably don't care, but that's like right at the top

444
00:19:49,640 --> 00:19:50,480
of what I count.

445
00:19:50,480 --> 00:19:51,320
Yeah, he's a good surfer.

446
00:19:51,320 --> 00:19:53,560
That's like, everyone has what they,

447
00:19:53,560 --> 00:19:55,240
everyone has what's important to them,

448
00:19:55,240 --> 00:19:56,760
and they count it, and that's me,

449
00:19:56,760 --> 00:19:59,240
so I just own it right away, and my wave count,

450
00:19:59,240 --> 00:20:02,240
that's my most important metric in my life,

451
00:20:02,240 --> 00:20:04,360
so I just wanna get that out of the way,

452
00:20:04,360 --> 00:20:09,360
and so we were just doing a lot, doing some surfing,

453
00:20:11,200 --> 00:20:16,200
and I thought, well, what if we could do some desalination,

454
00:20:17,320 --> 00:20:20,720
now desalination is another platform that people use,

455
00:20:20,720 --> 00:20:23,800
so one, you have bucket systems, the second thing,

456
00:20:23,800 --> 00:20:26,480
you may, for those of you who are like somewhat stay

457
00:20:26,480 --> 00:20:28,920
in the news in this area, for a couple years,

458
00:20:28,920 --> 00:20:30,680
they've been trying to pass this desal system

459
00:20:30,680 --> 00:20:33,120
up between Huntington and Seal Beach,

460
00:20:33,120 --> 00:20:34,760
in the Bolsa Chica area, how many of you guys

461
00:20:34,760 --> 00:20:36,520
know what I'm talking about?

462
00:20:36,520 --> 00:20:39,400
Okay, so, all right, there's one guy,

463
00:20:39,400 --> 00:20:40,800
okay, you're my guy right now.

464
00:20:40,800 --> 00:20:44,360
So desalination is the process where you just take

465
00:20:44,360 --> 00:20:47,760
the salt out of the water from the ocean, makes sense?

466
00:20:47,760 --> 00:20:50,040
Okay, it's a simple concept to explain,

467
00:20:50,040 --> 00:20:53,920
but it's really hard to execute, as we learned,

468
00:20:53,920 --> 00:20:58,280
because we did our own desal project in El Salvador,

469
00:20:58,280 --> 00:21:02,120
it was a very good idea, very good policy,

470
00:21:02,120 --> 00:21:04,720
very hard to execute, very hard to manage,

471
00:21:04,720 --> 00:21:08,000
and very expensive, so we sort of did that for a while,

472
00:21:08,000 --> 00:21:10,240
and we had some mixed results,

473
00:21:10,240 --> 00:21:12,480
I think we learned a lot from that,

474
00:21:12,480 --> 00:21:14,480
so that's another platform for cleaning water

475
00:21:14,480 --> 00:21:16,640
when you had these bucket systems,

476
00:21:16,640 --> 00:21:18,440
it's really fulfilling if you're Mark,

477
00:21:18,440 --> 00:21:20,520
and you're a business owner, and you're waking up,

478
00:21:20,520 --> 00:21:21,680
and you're going to work every day,

479
00:21:21,680 --> 00:21:24,280
and you're putting your life on the line for your company,

480
00:21:24,280 --> 00:21:26,800
and it's not easy to have a successful business

481
00:21:26,800 --> 00:21:29,800
in California, my friends, like a humble guy,

482
00:21:29,800 --> 00:21:32,360
it's very hard to do, it's now at four locations,

483
00:21:32,360 --> 00:21:34,440
a multi-million dollar business, he wouldn't say that,

484
00:21:34,440 --> 00:21:36,520
I'm saying that for him, because I'm a good friend,

485
00:21:36,520 --> 00:21:38,240
but instead they're doing really, really well,

486
00:21:38,240 --> 00:21:40,680
it's very hard to do that, so it's really fulfilling

487
00:21:40,680 --> 00:21:44,360
when you're grinding and working on a goal

488
00:21:44,360 --> 00:21:46,680
to actually see it work, not only to see it work,

489
00:21:46,680 --> 00:21:49,760
but then to have some joy that you're actually helping people

490
00:21:49,760 --> 00:21:52,200
with your company, not only are you helping people

491
00:21:52,200 --> 00:21:54,920
have jobs, you're helping people have healthcare,

492
00:21:54,920 --> 00:21:56,920
but you're actually helping people in El Salvador,

493
00:21:56,920 --> 00:21:59,960
wow, that's pretty cool, it's been a lot of fun,

494
00:21:59,960 --> 00:22:04,960
we've been down there 17 times since 2015,

495
00:22:05,280 --> 00:22:07,640
we've been down there quite a bit,

496
00:22:07,640 --> 00:22:09,400
we've been learning a lot, there's a system,

497
00:22:09,400 --> 00:22:10,600
I don't know if this will turn on,

498
00:22:10,600 --> 00:22:12,000
but there's a system I wanna show you now,

499
00:22:12,000 --> 00:22:15,080
so the first one was buckets, the second one was desal,

500
00:22:15,080 --> 00:22:16,640
that's where you take the salt out of the water,

501
00:22:16,640 --> 00:22:17,560
and you put it down in the ocean.

502
00:22:17,560 --> 00:22:20,040
Now I wanna show you something really cool,

503
00:22:20,040 --> 00:22:23,240
this is like a third platform now,

504
00:22:23,240 --> 00:22:28,240
and please check out Mark's site, when you get a chance,

505
00:22:31,160 --> 00:22:34,040
and then there's this, this is really interesting,

506
00:22:35,440 --> 00:22:39,240
this is a water system, they get this,

507
00:22:39,240 --> 00:22:44,240
it converts sunlight and air into drinking water,

508
00:22:44,240 --> 00:22:46,680
you ever heard of this before?

509
00:22:46,680 --> 00:22:50,040
Yeah, so these panels that I'm gonna show you,

510
00:22:50,040 --> 00:22:54,160
they just, these are great because there's no

511
00:22:54,160 --> 00:22:56,480
environmental regulations that are against it,

512
00:22:56,480 --> 00:22:58,480
because no one owns the air,

513
00:22:58,480 --> 00:23:01,440
and no one owns the sunshine, not yet,

514
00:23:03,360 --> 00:23:07,200
maybe it's coming, so this is the next,

515
00:23:07,200 --> 00:23:09,600
so we did buckets, we did this desal system,

516
00:23:09,600 --> 00:23:12,520
now we're gonna, this is kinda like water 3.0,

517
00:23:12,520 --> 00:23:16,200
for us in El Salvador, partner of this company,

518
00:23:16,200 --> 00:23:20,120
pretty cool, this system here was built by

519
00:23:20,120 --> 00:23:25,120
a materials scientist at MIT, very, very smart guy,

520
00:23:27,160 --> 00:23:31,280
and essentially it captures the sun's rays,

521
00:23:31,280 --> 00:23:34,520
and utilizes that heat inside of the system

522
00:23:34,520 --> 00:23:38,040
to produce drinking water, we have a few of these panels

523
00:23:38,040 --> 00:23:43,040
that are installed at our friend Adam, Adam is the color

524
00:23:43,080 --> 00:23:45,920
owner of Sir Coffee with Mark, which is pretty cool,

525
00:23:45,920 --> 00:23:48,360
because we put the panels at Adam's house in San Clemente,

526
00:23:48,360 --> 00:23:51,160
so if you're ever in San Clemente, you can message us,

527
00:23:51,160 --> 00:23:53,080
you're smart, you know how to get ahold of us,

528
00:23:53,080 --> 00:23:54,720
we'll give you some water from, we'll try to get you

529
00:23:54,720 --> 00:23:59,120
some water from Adam's roof, these things work amazing,

530
00:23:59,120 --> 00:24:03,040
what is really neat about these, so this system,

531
00:24:03,040 --> 00:24:07,640
you know, Salvador, it's gonna make 1,500 liters

532
00:24:07,640 --> 00:24:09,920
of water a month, they have an engineering team,

533
00:24:09,920 --> 00:24:12,640
and they research barometric pressure,

534
00:24:12,640 --> 00:24:15,360
amount of daily sunlight, the humidity in the air,

535
00:24:15,360 --> 00:24:18,840
and they come up with these really advanced forecasting

536
00:24:18,840 --> 00:24:21,280
methods for how these systems are gonna work,

537
00:24:22,240 --> 00:24:24,840
really, really cool, and these systems come

538
00:24:24,840 --> 00:24:26,720
with a little thing, like you ever go to the airport,

539
00:24:26,720 --> 00:24:28,680
who goes to the airport with an empty water bottle,

540
00:24:28,680 --> 00:24:31,240
you get the security, you know what I'm talking about,

541
00:24:31,240 --> 00:24:33,720
we got like a little dispenser, so that's gonna be

542
00:24:33,720 --> 00:24:38,720
really fun, and these systems are really quite cost effective.

543
00:24:39,920 --> 00:24:44,920
So, we've kinda talked a little bit for a while so far,

544
00:24:48,040 --> 00:24:50,560
but now I just wanna open up for some questions,

545
00:24:50,560 --> 00:24:53,120
we've spoken for, I think about 25 minutes now,

546
00:24:53,120 --> 00:24:57,840
about sort of the relationship between like a for-profit

547
00:24:57,840 --> 00:25:00,960
business, and then a non-profit, and kinda how those

548
00:25:00,960 --> 00:25:03,720
work together, and just to be clear, so you know,

549
00:25:03,720 --> 00:25:07,760
Mark and Adam, they use like some of the profits

550
00:25:07,760 --> 00:25:12,480
of their company, they don't just promote ocean water,

551
00:25:12,480 --> 00:25:14,600
that's the name of the non-profit,

552
00:25:14,600 --> 00:25:16,280
even though we're converting sunlight there,

553
00:25:16,280 --> 00:25:18,680
they don't just, but they actually use the profits

554
00:25:18,680 --> 00:25:22,880
of their company to help fund some of these projects, so.

555
00:25:22,880 --> 00:25:24,560
Let's open up for some questions.

556
00:25:25,480 --> 00:25:26,320
Anybody?

557
00:25:26,320 --> 00:25:27,160
Yeah.

558
00:25:27,160 --> 00:25:30,000
When it comes to work at the coffee shop,

559
00:25:30,000 --> 00:25:32,480
how do you communicate to the customer the good

560
00:25:32,480 --> 00:25:34,720
that you're doing in the limited interaction

561
00:25:34,720 --> 00:25:35,720
you have with them?

562
00:25:35,720 --> 00:25:36,880
Yeah, that's great.

563
00:25:36,880 --> 00:25:38,760
Well, one of the things is right off the bat,

564
00:25:38,760 --> 00:25:41,280
in all of our shops, we like try to tell the story

565
00:25:41,280 --> 00:25:44,760
through like photos on the walls, obviously our website,

566
00:25:44,760 --> 00:25:47,920
through Instagram, we're constantly trying to like

567
00:25:47,920 --> 00:25:51,600
help people to engage in that part of our life story,

568
00:25:51,600 --> 00:25:54,400
and so, I know that's a little bit of a challenge,

569
00:25:54,400 --> 00:25:56,600
but we're trying to tell the story, and so,

570
00:25:56,600 --> 00:25:59,480
another piece too is like trying to help,

571
00:25:59,480 --> 00:26:02,400
you know, when someone's been around for a while,

572
00:26:02,400 --> 00:26:05,080
one of our team members, like we can like really

573
00:26:05,080 --> 00:26:07,280
download them on like what we do,

574
00:26:07,280 --> 00:26:10,880
but what's really cool is when I can bring one of our team

575
00:26:10,880 --> 00:26:14,640
like to one of these places, so we actually have a handful

576
00:26:14,640 --> 00:26:17,760
of our team at all the shops who've actually been

577
00:26:17,760 --> 00:26:20,920
on trips with us, or actually come down and help us,

578
00:26:20,920 --> 00:26:22,560
you know, build something in Mexico,

579
00:26:22,560 --> 00:26:24,720
or come on one of these trips to El Salvador,

580
00:26:24,720 --> 00:26:27,920
and it's, or come on a coffee farm,

581
00:26:27,920 --> 00:26:31,160
and see the coffee like growing on the trees, you know,

582
00:26:31,160 --> 00:26:35,400
and to speak to it with more passion with it like that,

583
00:26:35,400 --> 00:26:39,160
so that's kind of primarily how we do that,

584
00:26:39,160 --> 00:26:41,480
kind of share, obviously all the bags have a story

585
00:26:41,480 --> 00:26:43,320
in the back, let people know,

586
00:26:43,320 --> 00:26:44,880
but we're constantly trying to figure that out,

587
00:26:44,880 --> 00:26:47,960
like how do we keep telling the story in compelling ways?

588
00:26:48,880 --> 00:26:52,000
Well, one way is just, you know, informing people,

589
00:26:52,000 --> 00:26:53,760
you know, so for example, like in El Salvador,

590
00:26:53,760 --> 00:26:55,840
where we do work, the reason why we're so motivated

591
00:26:55,840 --> 00:26:59,800
by water, average person in the place where we've been going

592
00:26:59,800 --> 00:27:03,240
spends about 20% of their income on drinking water.

593
00:27:03,240 --> 00:27:06,280
Can you imagine in California, if you spend 20%

594
00:27:06,280 --> 00:27:07,920
of their income on drinking water?

595
00:27:07,920 --> 00:27:09,440
I wouldn't go over it too well.

596
00:27:09,440 --> 00:27:12,720
There, it's normal, normal.

597
00:27:12,720 --> 00:27:15,200
So it's a lot, some of it's just education,

598
00:27:15,200 --> 00:27:18,080
you know, when you walk into OV Beans,

599
00:27:18,080 --> 00:27:20,440
when you walk into Sir Coffee in San Clemente,

600
00:27:20,440 --> 00:27:22,640
there's like actually on the walls,

601
00:27:22,640 --> 00:27:25,160
like photos of the projects that we've done

602
00:27:25,160 --> 00:27:27,120
with the website for Ocean Water,

603
00:27:27,120 --> 00:27:29,160
and I told him a story today as a driver,

604
00:27:29,160 --> 00:27:32,240
he was like, gee, somebody from Hawaii,

605
00:27:32,240 --> 00:27:35,040
Scott was 23, she's in grad school,

606
00:27:35,040 --> 00:27:37,640
visiting from Hawaii, winning his coffee shot,

607
00:27:38,560 --> 00:27:40,640
you know, typed in our website.

608
00:27:40,640 --> 00:27:42,680
On our website is my cell phone number,

609
00:27:42,680 --> 00:27:45,160
and it says, text me, I'll try to help you,

610
00:27:45,160 --> 00:27:46,720
and I'm saying that to you today.

611
00:27:46,720 --> 00:27:48,440
You know, if you text me, I'll try to help.

612
00:27:48,440 --> 00:27:50,240
I don't know what I can do, but I'll try,

613
00:27:50,240 --> 00:27:53,760
and she texted me, and that was just another person,

614
00:27:53,760 --> 00:27:54,600
so they answered the question,

615
00:27:54,600 --> 00:27:56,640
and so it was just good marketing, right?

616
00:27:56,640 --> 00:27:59,640
Like you put stuff in your business for people to walk in.

617
00:28:03,280 --> 00:28:04,720
Again, from a marketing standpoint,

618
00:28:04,720 --> 00:28:06,320
how are you expanding your audience,

619
00:28:06,320 --> 00:28:08,720
because it sounds like pretty storefront based,

620
00:28:08,720 --> 00:28:10,360
but also you're doing it really,

621
00:28:10,360 --> 00:28:12,320
do you have like an online shop

622
00:28:12,320 --> 00:28:13,880
where you're selling these bags of beans?

623
00:28:13,880 --> 00:28:16,480
Yeah, if you go to sircoffee.com,

624
00:28:16,480 --> 00:28:18,560
and we have a lot of our story on there too,

625
00:28:18,560 --> 00:28:21,560
so like we have videos and spots

626
00:28:21,560 --> 00:28:23,640
where it talks about how we're doing good,

627
00:28:23,640 --> 00:28:25,320
and some of the stuff that we're working on,

628
00:28:25,320 --> 00:28:27,520
some of our non-profit links, stuff like that,

629
00:28:27,520 --> 00:28:29,960
so we do have that online.

630
00:28:29,960 --> 00:28:32,240
We try to do that through our Instagram a lot too,

631
00:28:32,240 --> 00:28:34,320
just kind of telling those stories.

632
00:28:34,320 --> 00:28:36,240
We just actually got back from a team.

633
00:28:36,240 --> 00:28:41,240
We were down in Mexico working on a community center

634
00:28:41,280 --> 00:28:43,000
we've been working on down there for a while,

635
00:28:43,000 --> 00:28:45,480
and we made like a cool little recap video

636
00:28:45,480 --> 00:28:48,400
of like why we took our baristas down,

637
00:28:48,400 --> 00:28:51,280
and just try to inspire people with that too.

638
00:28:52,760 --> 00:28:53,600
Pretty cool.

639
00:28:53,600 --> 00:28:56,480
Does your, I love your mission statement,

640
00:28:56,480 --> 00:28:58,840
because it's so simple and it's so direct,

641
00:28:58,840 --> 00:29:00,040
but does that,

642
00:29:02,720 --> 00:29:04,800
do people come to you and want to work for you

643
00:29:04,800 --> 00:29:06,560
because of that?

644
00:29:06,560 --> 00:29:10,400
Yeah, we have a lot of people that are drawn

645
00:29:10,400 --> 00:29:14,560
to our business just specifically because of like,

646
00:29:14,560 --> 00:29:16,440
yeah, our passion that you get,

647
00:29:16,440 --> 00:29:19,600
and so it's funny because like a lot of times,

648
00:29:20,880 --> 00:29:25,880
yeah, we'll get really rad employees

649
00:29:25,880 --> 00:29:29,920
that really care about the world and make an impact

650
00:29:29,920 --> 00:29:32,720
because they were drawn to us from that,

651
00:29:32,720 --> 00:29:34,840
that ethos that we're in.

652
00:29:34,840 --> 00:29:37,760
And then do you, I might know the answer,

653
00:29:37,760 --> 00:29:40,840
but maybe I don't, do you pay them more?

654
00:29:40,840 --> 00:29:42,240
Do you do healthcare for them?

655
00:29:43,640 --> 00:29:44,880
You're doing good from farm to car,

656
00:29:44,880 --> 00:29:46,920
you're doing good for them too, compared to other coffee

657
00:29:46,920 --> 00:29:47,760
places.

658
00:29:47,760 --> 00:29:51,240
Yeah, I mean, our teams all make really well,

659
00:29:51,240 --> 00:29:54,160
make really good money, and we have healthcare

660
00:29:54,160 --> 00:29:55,600
for them and all that, yeah.

661
00:29:55,600 --> 00:30:00,080
So we do our best as a small business to like,

662
00:30:00,080 --> 00:30:03,920
we're not like some massive corporate business

663
00:30:03,920 --> 00:30:06,680
that has like a ton of systems that are set up,

664
00:30:06,680 --> 00:30:10,040
like we just recently set up like our whole HR system,

665
00:30:10,040 --> 00:30:12,040
like so we're like, as a small business,

666
00:30:12,040 --> 00:30:14,400
you figure that out as you go.

667
00:30:14,400 --> 00:30:17,880
But we really care about taking care of our employees

668
00:30:17,880 --> 00:30:21,440
and across the board, making sure they take care of us.

669
00:30:21,440 --> 00:30:22,960
Yeah.

670
00:30:22,960 --> 00:30:27,960
And do you do any other local marketing stuff besides

671
00:30:29,720 --> 00:30:31,920
what you're doing with Ryan and some of the other,

672
00:30:31,920 --> 00:30:33,600
you know, things you're doing,

673
00:30:33,600 --> 00:30:35,160
some of the other good things you're doing?

674
00:30:35,160 --> 00:30:37,880
A lot of times, we just partner with stuff

675
00:30:37,880 --> 00:30:39,600
in the community a lot, you know?

676
00:30:39,600 --> 00:30:41,920
Like I have a lot of schools who come in and be like,

677
00:30:41,920 --> 00:30:45,920
hey, can you donate to this event that we're doing,

678
00:30:45,920 --> 00:30:47,920
or can you come be a part of this thing?

679
00:30:47,920 --> 00:30:52,160
You know, in Ocean Beach, we've always donated

680
00:30:52,160 --> 00:30:54,320
for all of the teachers when they come back,

681
00:30:54,320 --> 00:30:57,160
so we donate for all the teachers in Omi Elementary.

682
00:30:57,160 --> 00:30:59,400
And then they do a massive bake sale.

683
00:30:59,400 --> 00:31:01,800
We have a huge parade that happens first week,

684
00:31:01,800 --> 00:31:06,800
weekend of December for like this Christmas parade.

685
00:31:07,880 --> 00:31:10,480
And they do like massive fundraiser.

686
00:31:10,480 --> 00:31:12,960
We always just give them tons of coffee to sell

687
00:31:12,960 --> 00:31:13,800
as part of their day.

688
00:31:13,800 --> 00:31:18,600
So we just, when you actually care about your community

689
00:31:18,600 --> 00:31:20,280
and you're like partnering with them,

690
00:31:20,280 --> 00:31:23,040
and we like donate and we're involved

691
00:31:23,040 --> 00:31:25,400
and we're supporting constantly.

692
00:31:25,400 --> 00:31:27,880
We have like the Main Street Association,

693
00:31:27,880 --> 00:31:29,760
we did this huge pancake breakfast

694
00:31:29,760 --> 00:31:32,600
and they do that for like toys, like toys for,

695
00:31:32,600 --> 00:31:34,360
like they raise money for toys, you know,

696
00:31:34,360 --> 00:31:36,480
for kids in that area.

697
00:31:36,480 --> 00:31:39,000
And we just, you know, are able to donate,

698
00:31:39,000 --> 00:31:40,280
partner with that huge thing.

699
00:31:40,280 --> 00:31:41,800
We get all the coffee for that.

700
00:31:41,800 --> 00:31:45,680
And I think the more you can find ways to partner

701
00:31:45,680 --> 00:31:48,280
with things that are happening in the community,

702
00:31:48,280 --> 00:31:50,040
it puts you in front of people, you know,

703
00:31:50,040 --> 00:31:53,320
and they see that you're not, yes, we do that

704
00:31:53,320 --> 00:31:55,560
because it gets our name in front of people,

705
00:31:55,560 --> 00:31:57,680
but we also do that because like we care

706
00:31:57,680 --> 00:31:58,640
about our community.

707
00:31:58,640 --> 00:32:00,560
Like we wanna see these things do well.

708
00:32:00,560 --> 00:32:03,040
We care about our students at Omi Elementary and all that.

709
00:32:03,040 --> 00:32:05,200
So that's been like a big thing.

710
00:32:05,200 --> 00:32:08,080
It was really helpful when we first started

711
00:32:08,080 --> 00:32:09,640
to be in that farmer's market

712
00:32:09,640 --> 00:32:12,600
because every week we were like front center

713
00:32:12,600 --> 00:32:14,080
for all the people that came in.

714
00:32:14,080 --> 00:32:18,400
So if you ever start like a business

715
00:32:18,400 --> 00:32:21,800
and you have a product that you're trying to sell,

716
00:32:21,800 --> 00:32:24,160
man, having it in a farmer's market gives you

717
00:32:24,160 --> 00:32:26,680
like immediate like feedback from people.

718
00:32:26,680 --> 00:32:28,360
And sometimes it's gnarly, dude.

719
00:32:28,360 --> 00:32:32,000
They're like, I remember some lady drank our coffee,

720
00:32:32,000 --> 00:32:33,320
she's like, that's terrible.

721
00:32:33,320 --> 00:32:35,480
You know, and then you're like, feel like, man dude,

722
00:32:35,480 --> 00:32:37,960
like we're trying so hard, we're so good.

723
00:32:37,960 --> 00:32:40,080
You know, but like, it's just like certain beer, you know.

724
00:32:40,080 --> 00:32:42,160
Some people like certain beers, certain coffees,

725
00:32:42,160 --> 00:32:44,040
certain things for different things, you know.

726
00:32:44,040 --> 00:32:45,440
Most everybody loved it.

727
00:32:45,440 --> 00:32:46,560
They're like over the moon.

728
00:32:46,560 --> 00:32:48,280
But that was really good.

729
00:32:48,280 --> 00:32:49,360
It's just getting in front of people,

730
00:32:49,360 --> 00:32:52,080
talking to a lot of people and you know,

731
00:32:52,080 --> 00:32:53,800
not just hiding out in our shop,

732
00:32:53,800 --> 00:32:56,320
but that's what we started like right out of the mix,

733
00:32:56,320 --> 00:32:57,920
you know, so that was good too.

734
00:32:57,920 --> 00:32:58,960
Yeah.

735
00:32:58,960 --> 00:33:00,960
So I noticed from my opinion in CER,

736
00:33:00,960 --> 00:33:02,480
there's like a community of,

737
00:33:04,640 --> 00:33:05,960
you know, people from all over the world,

738
00:33:05,960 --> 00:33:08,240
quite honestly, I don't know what we're supposed to do

739
00:33:08,240 --> 00:33:10,600
in CER at 10 o'clock in the morning.

740
00:33:13,480 --> 00:33:16,120
Have you ever considered taking them on some of your trips?

741
00:33:16,120 --> 00:33:18,520
Just kind of expanding your community?

742
00:33:18,520 --> 00:33:19,640
Yeah.

743
00:33:19,640 --> 00:33:21,680
It's funny because Ryan actually,

744
00:33:21,680 --> 00:33:23,760
so he'll like hang in the shop,

745
00:33:23,760 --> 00:33:26,320
and he'll hang in the shop,

746
00:33:26,320 --> 00:33:27,960
and he gets to know a lot of people.

747
00:33:27,960 --> 00:33:32,360
He uses the shop too once a week for like a weekly gathering,

748
00:33:33,200 --> 00:33:34,560
which is pretty cool.

749
00:33:34,560 --> 00:33:38,600
But it's fun to be partnered up like this,

750
00:33:38,600 --> 00:33:41,240
because he'll like meet a ton of people,

751
00:33:41,240 --> 00:33:42,360
and before you know it, they're like,

752
00:33:42,360 --> 00:33:44,120
I'm going to work trips.

753
00:33:44,120 --> 00:33:46,280
He met him at, you know,

754
00:33:46,280 --> 00:33:49,200
during happy hour at the coffee shop, you know, or whatever.

755
00:33:49,200 --> 00:33:53,120
It's like kind of a cool like organic thing, you know?

756
00:33:53,120 --> 00:33:55,640
I mean, coffee shops are those places that like,

757
00:33:55,640 --> 00:33:58,240
are such a cool place to meet people, connect with people,

758
00:33:58,240 --> 00:34:00,960
connect with like, you know, community stuff.

759
00:34:00,960 --> 00:34:01,960
It's like a community,

760
00:34:01,960 --> 00:34:05,560
it really has become like community centers,

761
00:34:05,560 --> 00:34:06,840
which is very interesting.

762
00:34:11,720 --> 00:34:14,120
Yes, I can ask, this is from Matt.

763
00:34:14,120 --> 00:34:15,880
What's been like the main demographic group

764
00:34:15,880 --> 00:34:17,240
that you've been able to attract

765
00:34:17,240 --> 00:34:18,920
regarding age group or whatnot,

766
00:34:18,920 --> 00:34:21,480
so more in the young crowd or more in the middle-aged crowd?

767
00:34:21,480 --> 00:34:23,560
What's been, from what you've observed

768
00:34:23,560 --> 00:34:24,760
in the past seven years?

769
00:34:24,760 --> 00:34:29,400
Yeah, I wish I could like say it was exactly like this,

770
00:34:29,400 --> 00:34:30,600
you know, because we do have,

771
00:34:30,600 --> 00:34:32,920
we have done like market research,

772
00:34:32,920 --> 00:34:33,960
we've worked with people,

773
00:34:33,960 --> 00:34:37,960
we've like broken down what our customers are.

774
00:34:37,960 --> 00:34:40,480
Primarily, it's a lot of younger people, you know?

775
00:34:40,480 --> 00:34:44,720
I think like in San Diego, there's a lot of students.

776
00:34:48,920 --> 00:34:53,160
But I do see there's a lot of like older crowd

777
00:34:53,160 --> 00:34:56,520
that comes in too and really enjoys like being in that space

778
00:34:56,520 --> 00:34:58,200
and being around that energy,

779
00:34:58,200 --> 00:35:01,720
and they like that kind of, that vibe too.

780
00:35:01,720 --> 00:35:05,760
But if I was to say, it's like probably, you know,

781
00:35:05,760 --> 00:35:09,480
kind of young people, coastal young people

782
00:35:09,480 --> 00:35:12,600
that live and play and work on the coast

783
00:35:12,600 --> 00:35:16,480
and are, you know, that kind of person.

784
00:35:16,480 --> 00:35:18,600
It's usually our demographic.

785
00:35:21,200 --> 00:35:22,040
I've seen that.

786
00:35:22,040 --> 00:35:22,880
Yeah, that's it.

787
00:35:22,880 --> 00:35:23,720
If I can ask one more question.

788
00:35:23,720 --> 00:35:24,560
A lot of road service.

789
00:35:24,560 --> 00:35:25,400
Yeah.

790
00:35:25,400 --> 00:35:26,240
For Ryan. Yeah.

791
00:35:26,240 --> 00:35:27,360
What's like the main drawback

792
00:35:27,360 --> 00:35:29,200
of like a source because it seems like

793
00:35:29,200 --> 00:35:31,560
it's like a story come true, right?

794
00:35:31,560 --> 00:35:33,160
No regulations, right?

795
00:35:33,160 --> 00:35:35,640
Cost effective, especially for these regions,

796
00:35:35,640 --> 00:35:39,040
they have a lot of sun, so like in some tropical areas.

797
00:35:39,040 --> 00:35:41,640
So what do you think are some of the drawbacks with using?

798
00:35:44,120 --> 00:35:45,960
Well, they're young, you know,

799
00:35:45,960 --> 00:35:47,320
so I think they're on the,

800
00:35:47,320 --> 00:35:49,840
they're not even really to early adapter.

801
00:35:49,840 --> 00:35:51,880
Like when you say like belters,

802
00:35:51,880 --> 00:35:54,760
and they're just getting started.

803
00:35:54,760 --> 00:35:57,320
I mean, most people don't even know what we're talking about.

804
00:35:57,320 --> 00:36:01,760
So I think, you know, for things to really be utilized,

805
00:36:01,760 --> 00:36:04,080
they have to become adapted more.

806
00:36:04,080 --> 00:36:05,800
They have to be used more.

807
00:36:06,840 --> 00:36:08,440
But I've been spending water policy

808
00:36:08,440 --> 00:36:09,800
and platforms for 10 years,

809
00:36:09,800 --> 00:36:13,160
and this is the best, most cost effective, scalable.

810
00:36:13,160 --> 00:36:15,320
They have the right team too.

811
00:36:15,320 --> 00:36:16,240
They have a few hundred people.

812
00:36:16,240 --> 00:36:17,440
They got a lot of money behind them.

813
00:36:17,440 --> 00:36:20,520
It takes a lot of capital to do engineering

814
00:36:20,520 --> 00:36:24,080
and research and logistics.

815
00:36:24,080 --> 00:36:28,720
So I would just say probably the length of time

816
00:36:28,720 --> 00:36:30,400
they've been doing it, I would say.

817
00:36:30,400 --> 00:36:32,680
They're young, so there's something to be said,

818
00:36:32,680 --> 00:36:34,080
like when a company matures

819
00:36:34,080 --> 00:36:37,360
and they have more of a track record, you know,

820
00:36:37,360 --> 00:36:39,520
I think they've been doing it for seven years.

821
00:36:39,520 --> 00:36:42,200
But they've already done projects in 40 countries.

822
00:36:42,200 --> 00:36:44,920
So we're not like, like the first one.

823
00:36:44,920 --> 00:36:47,800
Like when we were doing our desal project,

824
00:36:47,800 --> 00:36:51,600
me and this guy couldn't find anyone in the world

825
00:36:51,600 --> 00:36:54,240
that had tried to build what we were building.

826
00:36:54,240 --> 00:36:56,160
And I learned a lot from it.

827
00:36:56,160 --> 00:36:57,360
It was like a school of learning.

828
00:36:57,360 --> 00:36:58,880
Now I was like, well, I don't want to do that again.

829
00:36:58,880 --> 00:37:01,600
So we found a company that's done 40,

830
00:37:01,600 --> 00:37:04,040
done projects in 40 countries.

831
00:37:04,040 --> 00:37:05,360
So to answer your question,

832
00:37:05,360 --> 00:37:06,840
I think probably just awareness,

833
00:37:06,840 --> 00:37:08,880
like longevity, you know what I'm saying?

834
00:37:08,880 --> 00:37:09,720
Is that helpful?

835
00:37:09,720 --> 00:37:10,840
Lack of recognition of some sort.

836
00:37:10,840 --> 00:37:12,000
Yeah, yeah.

837
00:37:13,840 --> 00:37:15,160
Great question.

838
00:37:15,160 --> 00:37:16,800
I think when things start, like,

839
00:37:17,840 --> 00:37:19,520
Prius is a good example.

840
00:37:19,520 --> 00:37:22,240
Prius started, everybody said this is a great idea,

841
00:37:22,240 --> 00:37:24,400
but how long will they last?

842
00:37:24,400 --> 00:37:25,760
And nobody knew, right?

843
00:37:25,760 --> 00:37:27,120
Because they were never.

844
00:37:27,120 --> 00:37:29,240
And I think that's the same thing with the source.

845
00:37:29,240 --> 00:37:31,400
It's a great idea.

846
00:37:31,400 --> 00:37:32,600
It makes a lot of sense.

847
00:37:32,600 --> 00:37:33,480
It's low cost.

848
00:37:33,480 --> 00:37:35,000
You don't need operators.

849
00:37:36,280 --> 00:37:37,560
But how long will it last?

850
00:37:37,560 --> 00:37:38,400
You just don't know.

851
00:37:38,400 --> 00:37:39,720
They don't know.

852
00:37:39,720 --> 00:37:40,560
Gotcha.

853
00:37:42,440 --> 00:37:44,480
So what you guys do kind of behind the scenes,

854
00:37:44,480 --> 00:37:45,760
you're like the purpose of this,

855
00:37:45,760 --> 00:37:48,080
is moderately complicated.

856
00:37:48,080 --> 00:37:50,640
So how do you communicate that to your customers

857
00:37:50,640 --> 00:37:52,680
in a way that you know they'll understand

858
00:37:52,680 --> 00:37:54,760
and you know will really resonate with them?

859
00:37:54,760 --> 00:37:56,320
Like the more complicated topics

860
00:37:56,320 --> 00:37:59,240
and like behind the scenes stuff.

861
00:37:59,240 --> 00:38:00,520
That makes sense.

862
00:38:00,520 --> 00:38:01,920
That's a great question.

863
00:38:01,920 --> 00:38:06,720
Yeah, typically, most people just want their coffee.

864
00:38:06,720 --> 00:38:07,920
Just give me my coffee.

865
00:38:07,920 --> 00:38:09,280
Good to see you.

866
00:38:09,280 --> 00:38:13,440
And so obviously we put big letters on the wall,

867
00:38:13,440 --> 00:38:14,920
doing good, farming a cup.

868
00:38:14,920 --> 00:38:15,760
Most people look at that like,

869
00:38:15,760 --> 00:38:17,080
oh, that's kind of cool.

870
00:38:17,080 --> 00:38:18,320
So you're doing some good right.

871
00:38:18,320 --> 00:38:19,160
Cool.

872
00:38:19,160 --> 00:38:20,000
Awesome.

873
00:38:20,000 --> 00:38:22,920
But then when people actually get curious,

874
00:38:22,920 --> 00:38:24,240
they'll start to ask questions.

875
00:38:24,240 --> 00:38:26,800
Like, hey, I saw this photo on the wall

876
00:38:26,800 --> 00:38:30,600
of you guys down in El Salvador digging this thing.

877
00:38:30,600 --> 00:38:31,760
What is that about?

878
00:38:31,760 --> 00:38:33,400
And then they start asking those questions.

879
00:38:33,400 --> 00:38:36,520
And then we usually will funnel them to websites.

880
00:38:36,520 --> 00:38:42,280
Well, go to Oceanwater.com and check out what we've done

881
00:38:42,280 --> 00:38:45,600
there so they can do some research.

882
00:38:45,600 --> 00:38:49,120
That's typically how people kind of like get into that funnel

883
00:38:49,120 --> 00:38:51,120
of being interested and then learning.

884
00:38:51,120 --> 00:38:54,200
If they're really excited about it, they can go online.

885
00:38:54,200 --> 00:38:56,040
We have all the links on our website too.

886
00:38:56,040 --> 00:38:58,480
They can click on the links and check out the stuff

887
00:38:58,480 --> 00:38:59,320
that we're doing.

888
00:38:59,320 --> 00:39:00,760
So yeah, that's it.

889
00:39:00,760 --> 00:39:04,160
And we're trying to get better at continuing

890
00:39:04,160 --> 00:39:07,800
to tell that story in new and fresh and compelling ways

891
00:39:07,800 --> 00:39:12,360
so people like engage with our brand around that concept.

892
00:39:12,360 --> 00:39:15,480
Because we have like the best coffee in Southern California.

893
00:39:15,480 --> 00:39:16,440
Truly.

894
00:39:16,440 --> 00:39:19,760
And I source a lot of it from the farmers.

895
00:39:19,760 --> 00:39:21,320
I personally travel around the world.

896
00:39:21,320 --> 00:39:25,240
And we're selecting these coffees.

897
00:39:25,240 --> 00:39:27,680
But the thing that we're really passionate about

898
00:39:27,680 --> 00:39:31,480
is doing a lot of good and how that coffee can generate.

899
00:39:31,480 --> 00:39:33,200
We're so generative to do good.

900
00:39:33,200 --> 00:39:36,600
And so that's what we're trying to tell that story about.

901
00:39:36,600 --> 00:39:37,200
Great question.

902
00:39:42,560 --> 00:39:44,880
What is the communication and work environment

903
00:39:44,880 --> 00:39:47,840
like with a small business and a nonprofit?

904
00:39:47,840 --> 00:39:51,200
How do you balance your each individual needs?

905
00:39:51,200 --> 00:39:56,800
And what is your partnership like on that level, I guess?

906
00:39:56,800 --> 00:39:59,480
Well, we've been friends for a long time.

907
00:39:59,480 --> 00:40:01,440
So it's pretty easy.

908
00:40:01,440 --> 00:40:06,560
I think when things go back to relationships in some levels.

909
00:40:06,560 --> 00:40:11,360
So he's like, oh, you need keys to the places here.

910
00:40:11,360 --> 00:40:12,000
Here's the key.

911
00:40:12,000 --> 00:40:12,920
So I have keys.

912
00:40:12,920 --> 00:40:17,680
And I can use the shops for whatever events.

913
00:40:17,680 --> 00:40:19,920
And I could probably do more.

914
00:40:19,920 --> 00:40:25,720
But I really have been focusing a lot on some of the water stuff.

915
00:40:25,720 --> 00:40:30,240
He's just generally like, hey, tell me what you need.

916
00:40:30,240 --> 00:40:32,040
And I'll help you.

917
00:40:32,040 --> 00:40:34,520
I'll make it happen, basically.

918
00:40:34,520 --> 00:40:37,320
Which is very, very nice.

919
00:40:37,320 --> 00:40:39,880
It's interesting, too, because for us,

920
00:40:39,880 --> 00:40:42,960
we're a private company, we have owners.

921
00:40:42,960 --> 00:40:46,320
And because I'm the majority owner,

922
00:40:46,320 --> 00:40:49,520
I'm able to make a lot of big calls on things

923
00:40:49,520 --> 00:40:50,920
that we care about.

924
00:40:50,920 --> 00:40:59,840
And I'm able to align our finances, our influence,

925
00:40:59,840 --> 00:41:02,800
all that stuff around things that I'm

926
00:41:02,800 --> 00:41:06,840
passionate about, like my friends who are doing.

927
00:41:06,840 --> 00:41:09,680
And it's interesting, because all the nonprofits we work with,

928
00:41:09,680 --> 00:41:11,480
we have personal connections with people

929
00:41:11,480 --> 00:41:12,680
who are involved in them.

930
00:41:12,680 --> 00:41:15,360
So we're not just picking some random, like, oh,

931
00:41:15,360 --> 00:41:16,920
this sounds cool.

932
00:41:16,920 --> 00:41:19,760
We're actually like, I'm good friends with all these people

933
00:41:19,760 --> 00:41:21,640
who are doing things.

934
00:41:21,640 --> 00:41:23,960
There's a lot of companies out there that are like, oh, yeah,

935
00:41:23,960 --> 00:41:26,560
we're doing like, we partner with some big thing,

936
00:41:26,560 --> 00:41:27,480
and that's cool.

937
00:41:27,480 --> 00:41:32,160
But for us, it's way more relational and integrated.

938
00:41:32,160 --> 00:41:39,760
And that probably brings a lot more passion around that.

939
00:41:39,760 --> 00:41:40,760
That's great.

940
00:41:40,760 --> 00:41:43,240
Question?

941
00:41:43,240 --> 00:41:45,560
Mark, did you do any kind of digital marketing,

942
00:41:45,560 --> 00:41:46,960
or direct mail?

943
00:41:46,960 --> 00:41:49,000
Did you do any other marketing?

944
00:41:49,000 --> 00:41:50,000
Yeah.

945
00:41:50,000 --> 00:41:55,720
Yeah, so primarily, we use a lot of social media,

946
00:41:55,720 --> 00:41:58,200
Instagram, Facebook.

947
00:41:58,200 --> 00:42:01,040
We have used the traditional, like,

948
00:42:01,040 --> 00:42:05,320
we have used a little bit of Yelp when we come into a new area,

949
00:42:05,320 --> 00:42:06,920
Google, those are things.

950
00:42:06,920 --> 00:42:09,840
And you can leverage some of those even for free.

951
00:42:09,840 --> 00:42:15,040
You don't need to just pay the huge fees for all that stuff.

952
00:42:15,040 --> 00:42:18,480
Even if you're updating photos regularly and doing headlines,

953
00:42:18,480 --> 00:42:20,440
that kind of stuff's free, and it pops you up

954
00:42:20,440 --> 00:42:22,600
into people's radar.

955
00:42:22,600 --> 00:42:26,800
And then we're really trying to lean into our email marketing

956
00:42:26,800 --> 00:42:30,040
and do a better job there, too.

957
00:42:30,040 --> 00:42:33,880
Our POS system, like the point of sale is Square.

958
00:42:33,880 --> 00:42:38,080
And all the POS systems do this, but they just

959
00:42:38,080 --> 00:42:41,960
suck in everybody's information or whatever.

960
00:42:41,960 --> 00:42:44,400
And so we'll have a huge list of people

961
00:42:44,400 --> 00:42:47,520
to be able to boop into our shops, and who have bought from us,

962
00:42:47,520 --> 00:42:49,000
and we'll be able to send an email.

963
00:42:49,000 --> 00:42:51,520
You get no ideas from that?

964
00:42:51,520 --> 00:42:55,200
They'll usually sign up for our rewards.

965
00:42:55,200 --> 00:42:58,680
Or sometimes, if you've already signed up under Square,

966
00:42:58,680 --> 00:43:00,960
it'll recognize it on your credit card.

967
00:43:00,960 --> 00:43:02,960
So it's very interesting.

968
00:43:02,960 --> 00:43:03,960
You do not know that?

969
00:43:03,960 --> 00:43:05,040
But we can.

970
00:43:05,040 --> 00:43:07,560
And we do have people that opt out of those things.

971
00:43:07,560 --> 00:43:09,560
Honestly, email is kind of touching.

972
00:43:09,560 --> 00:43:12,360
We tried to work with a company that was like,

973
00:43:12,360 --> 00:43:15,240
that's what they did, email marketing.

974
00:43:15,240 --> 00:43:17,000
We didn't get a lot of traction out of it.

975
00:43:17,000 --> 00:43:20,520
Those little boutique marketing firms typically

976
00:43:20,520 --> 00:43:22,440
don't work out super well.

977
00:43:22,440 --> 00:43:24,120
But we wanted to test it a little bit,

978
00:43:24,120 --> 00:43:25,880
so we worked with the company a little bit

979
00:43:25,880 --> 00:43:27,720
to see how it would work.

980
00:43:27,720 --> 00:43:31,960
But yeah, email is another thing that we're trying to lean into.

981
00:43:31,960 --> 00:43:33,200
We have some funny things.

982
00:43:33,200 --> 00:43:36,720
We've got really creative people that are doing it.

983
00:43:36,720 --> 00:43:38,560
They're doing a couple of things.

984
00:43:38,560 --> 00:43:40,040
You guys will actually love this one.

985
00:43:40,040 --> 00:43:43,320
Ben just told me about this one.

986
00:43:43,320 --> 00:43:46,640
They're putting this one, I think, around USD a lot, too.

987
00:43:46,640 --> 00:43:48,040
But it's like a little sticker that

988
00:43:48,040 --> 00:43:50,400
says, having trouble pooping.

989
00:43:50,400 --> 00:43:53,800
And then it has a QR code.

990
00:43:53,800 --> 00:43:57,320
You scan it, and it takes it to our website.

991
00:43:57,320 --> 00:44:00,080
And I get to put it on my coffee.

992
00:44:00,080 --> 00:44:02,400
You're going to want to have that.

993
00:44:02,400 --> 00:44:04,200
It's so just fun.

994
00:44:04,200 --> 00:44:06,760
That's just one awful little gorilla thing.

995
00:44:06,760 --> 00:44:09,800
They do a lot of fun things with QR codes, especially now.

996
00:44:09,800 --> 00:44:15,720
But that was one that they just launched last week or two weeks.

997
00:44:15,720 --> 00:44:19,560
Because coffee is like, of course.

998
00:44:19,560 --> 00:44:22,200
Anyways, people are like, man, what's that?

999
00:44:22,200 --> 00:44:22,680
You wonder.

1000
00:44:22,680 --> 00:44:23,440
You're like, whoop.

1001
00:44:23,440 --> 00:44:24,120
Then it takes you.

1002
00:44:24,120 --> 00:44:25,120
You're like, OK, it's coffee.

1003
00:44:25,120 --> 00:44:26,120
OK, fine.

1004
00:44:26,120 --> 00:44:29,880
How do you measure person's by impressions?

1005
00:44:29,880 --> 00:44:31,800
Yeah, we can follow some of those things.

1006
00:44:31,800 --> 00:44:37,080
A lot of times, we try to attach actual, legit email or code.

1007
00:44:37,080 --> 00:44:38,880
Because I use codes.

1008
00:44:38,880 --> 00:44:41,880
And those people would use the codes for discounts or whatever.

1009
00:44:41,880 --> 00:44:44,320
And then you can track them that way, which is a good way.

1010
00:44:44,320 --> 00:44:47,480
You want to be able to measure those.

1011
00:44:47,480 --> 00:44:49,440
Things like the QR codes, you're going

1012
00:44:49,440 --> 00:44:51,960
to see how many people have scanned and gone to those places.

1013
00:44:51,960 --> 00:44:54,000
So there are a lot of metrics.

1014
00:44:54,000 --> 00:44:58,600
I'm always hitting our marketing team about what are our metrics.

1015
00:44:58,600 --> 00:45:00,040
Is this successful?

1016
00:45:00,040 --> 00:45:02,040
Did we just throw a bunch of money out there

1017
00:45:02,040 --> 00:45:03,520
and hope that it's successful?

1018
00:45:03,520 --> 00:45:07,040
Or are we actually meeting the needs of the work?

1019
00:45:07,040 --> 00:45:11,200
We just had the director of social media from Topic India.

1020
00:45:11,200 --> 00:45:15,320
And she was sharing her weekly presentation

1021
00:45:15,320 --> 00:45:18,680
to the CEO, who asked the exact same questions.

1022
00:45:18,680 --> 00:45:20,160
Right?

1023
00:45:20,160 --> 00:45:21,320
What do we get out of this?

1024
00:45:21,320 --> 00:45:22,480
Who is looking at it?

1025
00:45:22,480 --> 00:45:23,080
How many?

1026
00:45:23,080 --> 00:45:23,920
What does that mean?

1027
00:45:23,920 --> 00:45:24,880
Is it working?

1028
00:45:24,880 --> 00:45:26,600
Is it working?

1029
00:45:26,600 --> 00:45:27,760
That's what I was asking.

1030
00:45:27,760 --> 00:45:31,320
There really is no answer to that.

1031
00:45:31,320 --> 00:45:35,600
And you have to have ways of measuring things.

1032
00:45:35,600 --> 00:45:41,440
And it may be really tactile, where you can actually

1033
00:45:41,440 --> 00:45:43,240
look at how many people visit a website

1034
00:45:43,240 --> 00:45:45,080
or how many people use the code.

1035
00:45:45,080 --> 00:45:48,400
But you've got to have a way of seeing if this

1036
00:45:48,400 --> 00:45:49,920
was successful or not.

1037
00:45:49,920 --> 00:45:52,520
Because otherwise, you could waste tens of thousands

1038
00:45:52,520 --> 00:45:54,080
or more than that.

1039
00:45:54,080 --> 00:45:58,200
Hundreds of thousands of dollars on stuff that's not effective.

1040
00:45:58,200 --> 00:46:02,480
And the best way, and I know this is like, roll your eyes

1041
00:46:02,480 --> 00:46:05,200
over, but the best way of marketing

1042
00:46:05,200 --> 00:46:08,600
is to have someone come and have such an incredible experience

1043
00:46:08,600 --> 00:46:12,120
with you, inspired by the stuff that you're doing,

1044
00:46:12,120 --> 00:46:15,720
loved coffee, the service, the entire thing.

1045
00:46:15,720 --> 00:46:18,160
They have such an incredible experience

1046
00:46:18,160 --> 00:46:19,800
that they go and tell everybody else

1047
00:46:19,800 --> 00:46:23,640
and become what Chick-fil-A says, raving fans.

1048
00:46:23,640 --> 00:46:25,200
You want raving fans.

1049
00:46:25,200 --> 00:46:26,760
You can get a raving fan.

1050
00:46:26,760 --> 00:46:30,480
It's better than a million cool Instagram posts.

1051
00:46:30,480 --> 00:46:33,800
That's our goal, is to create that lasting experience

1052
00:46:33,800 --> 00:46:36,640
where people come in and have an interaction with a product.

1053
00:46:40,040 --> 00:46:41,120
This group's been quiet.

1054
00:46:41,120 --> 00:46:42,400
I have three daughters, and I know

1055
00:46:42,400 --> 00:46:43,520
that's where all the brains are.

1056
00:46:43,520 --> 00:46:44,860
This group's been pretty quiet.

1057
00:46:44,860 --> 00:46:47,160
You guys have any questions?

1058
00:46:47,160 --> 00:46:47,880
I have a question.

1059
00:46:47,880 --> 00:46:49,200
It might be kind of personal.

1060
00:46:49,200 --> 00:46:53,320
But how did you go from selling your house and investing that

1061
00:46:53,320 --> 00:46:56,760
to then now, when did you make that back,

1062
00:46:56,760 --> 00:46:58,080
open different locations?

1063
00:46:58,080 --> 00:47:00,720
Was it immediately successful?

1064
00:47:00,720 --> 00:47:03,480
That's my question.

1065
00:47:03,480 --> 00:47:06,200
We're still on the road to success.

1066
00:47:06,200 --> 00:47:08,560
We haven't arrived at some place or whatever.

1067
00:47:08,560 --> 00:47:12,880
So when it comes to growing something,

1068
00:47:12,880 --> 00:47:16,160
you have to be willing to just keep pushing.

1069
00:47:16,160 --> 00:47:19,520
And I've doubled down on what we're doing.

1070
00:47:19,520 --> 00:47:24,520
So we have a target in mind of where

1071
00:47:24,520 --> 00:47:28,160
we want to be at as far as the number of stores

1072
00:47:28,160 --> 00:47:33,080
and some pieces that are involved in how we get there.

1073
00:47:33,080 --> 00:47:35,080
But we're on that path right now.

1074
00:47:35,080 --> 00:47:40,400
So yeah, it doesn't happen overnight.

1075
00:47:40,400 --> 00:47:44,920
But our first store finally became profitable

1076
00:47:44,920 --> 00:47:47,240
after about a year.

1077
00:47:47,240 --> 00:47:49,080
And then once we turned that profit,

1078
00:47:49,080 --> 00:47:50,720
we were able to start maximizing.

1079
00:47:50,720 --> 00:47:53,680
And so right now, we've actually been doing a lot of work

1080
00:47:53,680 --> 00:47:56,760
getting real specific about knowing our business.

1081
00:47:56,760 --> 00:47:58,880
In fact, we got a business mentor

1082
00:47:58,880 --> 00:48:03,240
who used to be the old CFO of Wendy's.

1083
00:48:03,240 --> 00:48:07,400
And so we met him through one of our other investors

1084
00:48:07,400 --> 00:48:08,720
who golfed with him.

1085
00:48:08,720 --> 00:48:11,000
They were like an executive golf thing or whatever.

1086
00:48:11,000 --> 00:48:12,800
So we met with this guy.

1087
00:48:12,800 --> 00:48:16,560
And he got right into the nitty gritty about our business,

1088
00:48:16,560 --> 00:48:17,880
asking all these questions.

1089
00:48:17,880 --> 00:48:19,220
They're like, oh, we're not sure.

1090
00:48:19,220 --> 00:48:20,440
We need to find that out.

1091
00:48:20,440 --> 00:48:23,720
Because a lot of people don't know all about their business.

1092
00:48:23,720 --> 00:48:25,960
Or you can go ask somebody, hey, are you making money?

1093
00:48:25,960 --> 00:48:27,040
They're like, we don't know.

1094
00:48:27,040 --> 00:48:28,720
We don't even know if we make money.

1095
00:48:31,720 --> 00:48:34,160
Going through all the menu, all of our products,

1096
00:48:34,160 --> 00:48:36,240
and getting real specific on every margin,

1097
00:48:36,240 --> 00:48:39,760
making sure everything's set, and then maximizing.

1098
00:48:39,760 --> 00:48:41,560
So that's the process we're in right now,

1099
00:48:41,560 --> 00:48:43,960
maximizing our profits and running our business

1100
00:48:43,960 --> 00:48:45,280
real efficient.

1101
00:48:45,280 --> 00:48:46,960
And the reason why that's so important

1102
00:48:46,960 --> 00:48:51,720
is because then it gives us more ability to do partnerships

1103
00:48:51,720 --> 00:48:52,720
and make a difference.

1104
00:48:52,720 --> 00:48:54,880
It's connected to our mission.

1105
00:48:54,880 --> 00:48:57,440
So we're on the path there.

1106
00:48:57,440 --> 00:48:59,360
We're getting there.

1107
00:48:59,360 --> 00:49:02,240
But we're definitely still investing in our growth

1108
00:49:02,240 --> 00:49:02,760
right now.

1109
00:49:02,760 --> 00:49:08,360
So it's not like all the owners are just taking baths and cash.

1110
00:49:08,360 --> 00:49:09,880
And it's not about that anyway.

1111
00:49:09,880 --> 00:49:14,000
Listen, you can use the word success, though.

1112
00:49:14,000 --> 00:49:17,720
And the reality is that it's totally arbitrary.

1113
00:49:17,720 --> 00:49:22,440
And it's 100% what you decide it's going to be.

1114
00:49:22,440 --> 00:49:25,280
So one of the things you should do in your time here,

1115
00:49:25,280 --> 00:49:32,080
Chapman, I think, is you should get your arms around that.

1116
00:49:32,080 --> 00:49:34,320
You should write your own definition

1117
00:49:34,320 --> 00:49:36,920
so that you don't let somebody else give you theirs.

1118
00:49:36,920 --> 00:49:38,320
Very, very important.

1119
00:49:38,320 --> 00:49:40,080
And we don't teach this enough.

1120
00:49:40,080 --> 00:49:44,520
You really need to get clear about what success is

1121
00:49:44,520 --> 00:49:47,720
so that you're not chasing somebody else's version

1122
00:49:47,720 --> 00:49:49,320
and somebody else's definition.

1123
00:49:49,320 --> 00:49:51,400
I have mine, and I stick to it.

1124
00:49:51,400 --> 00:49:52,920
I'm happy.

1125
00:49:52,920 --> 00:49:56,120
And anytime I'm very respectful of other people's,

1126
00:49:56,120 --> 00:49:58,960
I'm not like, hey, that's not me.

1127
00:49:58,960 --> 00:50:02,600
But I stay to mine, and I'm clear about it.

1128
00:50:02,600 --> 00:50:04,480
And that's very important.

1129
00:50:04,480 --> 00:50:08,200
And I know what Marx is, because we're very good friends.

1130
00:50:08,200 --> 00:50:10,520
And he's very serious about it, very focused.

1131
00:50:10,520 --> 00:50:13,720
And I've yet to see him not get there.

1132
00:50:13,720 --> 00:50:15,800
But it's personal, and he is a sheriff.

1133
00:50:15,800 --> 00:50:17,680
He's got some goals.

1134
00:50:17,680 --> 00:50:22,440
And that's just a very important part of your development.

1135
00:50:22,440 --> 00:50:24,280
So I'm glad you brought that word up,

1136
00:50:24,280 --> 00:50:25,840
because it's kind of one of those things that

1137
00:50:25,840 --> 00:50:27,040
floats around a little bit.

1138
00:50:27,040 --> 00:50:29,440
We don't always like, Davey knew it enough.

1139
00:50:29,440 --> 00:50:31,400
So I said, thanks for bringing that up.

1140
00:50:31,400 --> 00:50:34,400
Yeah.

1141
00:50:34,400 --> 00:50:35,400
Yeah.

1142
00:50:35,400 --> 00:50:38,200
Have you had any confronting situations,

1143
00:50:38,200 --> 00:50:40,240
either internally amongst yourselves

1144
00:50:40,240 --> 00:50:43,360
or with other business partners that maybe they

1145
00:50:43,360 --> 00:50:45,880
didn't have the same direction as you guys?

1146
00:50:45,880 --> 00:50:47,720
How would you handle that?

1147
00:50:47,720 --> 00:50:50,760
Yeah, it's a good question.

1148
00:50:50,760 --> 00:50:55,680
When you get into business with somebody,

1149
00:50:55,680 --> 00:51:02,120
it's really important that you're both on the same page.

1150
00:51:02,120 --> 00:51:06,720
And the guys I started OVDines with,

1151
00:51:06,720 --> 00:51:09,720
we started all with that same passion to do good.

1152
00:51:09,720 --> 00:51:12,840
We all went on that first trip to El Salvador.

1153
00:51:12,840 --> 00:51:17,720
We all have been inspired by the farmers and all that.

1154
00:51:17,720 --> 00:51:20,240
When we started Sainte-Claumene, we actually

1155
00:51:20,240 --> 00:51:23,280
brought my business partner out, who's an awesome guy.

1156
00:51:23,280 --> 00:51:24,440
He's got it with us.

1157
00:51:24,440 --> 00:51:27,960
And we had some other people involved as well.

1158
00:51:27,960 --> 00:51:32,080
And we got to a point where we realized that our visions

1159
00:51:32,080 --> 00:51:34,280
weren't the same.

1160
00:51:34,280 --> 00:51:37,400
And so we promptly bought them out.

1161
00:51:37,400 --> 00:51:41,000
And it wasn't convenient when we did that.

1162
00:51:41,000 --> 00:51:45,440
I didn't really have the resources necessarily

1163
00:51:45,440 --> 00:51:46,360
to do that.

1164
00:51:46,360 --> 00:51:49,760
But it was so important to make sure everybody was aligned.

1165
00:51:49,760 --> 00:51:51,840
And we did it quickly.

1166
00:51:51,840 --> 00:51:55,840
And so as soon as you start to see

1167
00:51:55,840 --> 00:51:58,680
that you're not aligned in that, it's

1168
00:51:58,680 --> 00:52:02,280
really important that you figure out an exit plan for them

1169
00:52:02,280 --> 00:52:03,400
or for you or whatever.

1170
00:52:03,400 --> 00:52:08,240
Because it turned into a total mess.

1171
00:52:08,240 --> 00:52:16,720
So typically, the way we all work is,

1172
00:52:16,720 --> 00:52:19,160
if people have different opinions,

1173
00:52:19,160 --> 00:52:21,960
we'll wrestle through some of that together.

1174
00:52:21,960 --> 00:52:25,840
But we always will end with, OK, we're

1175
00:52:25,840 --> 00:52:28,240
going to stay connected to our mission.

1176
00:52:28,240 --> 00:52:31,800
That was always our mission and why we started.

1177
00:52:31,800 --> 00:52:36,120
And I'm able to lead the team through that as well.

1178
00:52:36,120 --> 00:52:37,200
Does that answer it?

1179
00:52:37,200 --> 00:52:37,680
Yeah.

1180
00:52:37,680 --> 00:52:39,440
Thank you.

1181
00:52:39,440 --> 00:52:42,920
It's a tough question, though, because you don't know when

1182
00:52:42,920 --> 00:52:43,800
you go into it, right?

1183
00:52:43,800 --> 00:52:44,280
You don't.

1184
00:52:44,280 --> 00:52:46,920
Just do not know.

1185
00:52:46,920 --> 00:52:49,320
I had an investment in this little software company.

1186
00:52:49,320 --> 00:52:52,640
And I realized that the guy who's the majority owner

1187
00:52:52,640 --> 00:52:55,720
wanted it to be his personal piggy bank.

1188
00:52:55,720 --> 00:52:59,200
And that didn't sit well with me because I

1189
00:52:59,200 --> 00:53:01,520
didn't want to be his source of funds.

1190
00:53:01,520 --> 00:53:03,440
And so the opposite happened.

1191
00:53:03,440 --> 00:53:04,440
He's like, you know what?

1192
00:53:04,440 --> 00:53:05,840
Maybe I should just buy you out.

1193
00:53:05,840 --> 00:53:07,040
And I was like, yeah.

1194
00:53:07,040 --> 00:53:08,160
I just want my money back.

1195
00:53:08,160 --> 00:53:08,680
That's all.

1196
00:53:08,680 --> 00:53:10,000
I don't care if I make anything.

1197
00:53:10,000 --> 00:53:12,640
I just don't want to help you buy another house.

1198
00:53:12,640 --> 00:53:14,080
That's all.

1199
00:53:14,080 --> 00:53:16,960
But it doesn't have to be money.

1200
00:53:16,960 --> 00:53:18,280
It could be other things, right?

1201
00:53:18,280 --> 00:53:18,760
Yeah.

1202
00:53:21,040 --> 00:53:21,680
Yeah.

1203
00:53:21,680 --> 00:53:27,280
And in the process of that, this is a whole other topic.

1204
00:53:27,280 --> 00:53:29,400
But in the process of that, trying

1205
00:53:29,400 --> 00:53:32,680
to make it a win-win for everybody,

1206
00:53:32,680 --> 00:53:34,840
I didn't have to demonize these guys

1207
00:53:34,840 --> 00:53:37,920
or make them the bad guys.

1208
00:53:37,920 --> 00:53:40,960
It just comes to a point when you're like, hey, it's OK.

1209
00:53:40,960 --> 00:53:43,200
They disagree on the direction we're going.

1210
00:53:43,200 --> 00:53:46,800
And we're just going to wrap this up and wish you well

1211
00:53:46,800 --> 00:53:50,560
and move on quickly.

1212
00:53:50,560 --> 00:53:54,280
Yeah, not that many people have that mentality.

1213
00:53:54,280 --> 00:53:56,400
Maybe it's because you spend a lot of time in salt water.

1214
00:53:56,400 --> 00:53:59,720
I'm not sure.

1215
00:53:59,720 --> 00:54:01,520
Don't drag it out.

1216
00:54:01,520 --> 00:54:05,200
That's a very generous approach where it's win-win.

1217
00:54:05,200 --> 00:54:06,200
Yeah.

1218
00:54:06,200 --> 00:54:17,160
If you can, you can't always do that the best way.

1219
00:54:17,160 --> 00:54:17,640
Yeah.

1220
00:54:17,640 --> 00:54:19,920
Who do you think your biggest competitor is?

1221
00:54:23,480 --> 00:54:24,440
You or me?

1222
00:54:24,440 --> 00:54:25,680
Coffee or water?

1223
00:54:25,680 --> 00:54:30,240
I don't feel like I have any, but that's just me.

1224
00:54:30,240 --> 00:54:31,760
I just do my little thing.

1225
00:54:31,760 --> 00:54:33,760
I just don't know.

1226
00:54:33,760 --> 00:54:36,680
You clearly have some.

1227
00:54:36,680 --> 00:54:39,560
Yeah, I don't know.

1228
00:54:39,560 --> 00:54:42,520
We were actually just talking about this.

1229
00:54:42,520 --> 00:54:46,200
I've tried to recently, like, actually,

1230
00:54:46,200 --> 00:54:49,120
since we started, tried to open up

1231
00:54:49,120 --> 00:54:53,720
in places that did not have specialty roasters.

1232
00:54:53,720 --> 00:54:56,280
When we opened in Ocean Beach, in fact, even to this day,

1233
00:54:56,280 --> 00:54:59,120
there's no other roaster in Ocean Beach.

1234
00:54:59,120 --> 00:55:00,840
So we opened up there.

1235
00:55:00,840 --> 00:55:02,760
When we opened up in San Clemente,

1236
00:55:02,760 --> 00:55:06,200
I think only one other place was doing some small roasting,

1237
00:55:06,200 --> 00:55:08,640
but there wasn't a roaster.

1238
00:55:08,640 --> 00:55:10,360
And then Huntington is the same way.

1239
00:55:10,360 --> 00:55:12,000
It's crazy as it is.

1240
00:55:12,000 --> 00:55:15,320
I mean, Huntington is 210,000 people.

1241
00:55:15,320 --> 00:55:17,200
And Portola was there for a while,

1242
00:55:17,200 --> 00:55:18,800
and then they left out of the mall.

1243
00:55:18,800 --> 00:55:21,440
But there's been nobody that's been doing specialty

1244
00:55:21,440 --> 00:55:23,840
coffee that roasts there.

1245
00:55:23,840 --> 00:55:25,800
So much the little ones in the surf shops,

1246
00:55:25,800 --> 00:55:27,600
and then the little 602 went over there.

1247
00:55:27,600 --> 00:55:29,080
And they're all cool.

1248
00:55:29,080 --> 00:55:31,240
And we try to have great relationships with people.

1249
00:55:31,240 --> 00:55:34,360
In fact, we try to be like, hey, where do you get your coffee?

1250
00:55:34,360 --> 00:55:37,160
Can we roast your coffee for you?

1251
00:55:37,160 --> 00:55:39,800
And we can slap your name on there, or whatever.

1252
00:55:39,800 --> 00:55:40,920
We'll white label it for you.

1253
00:55:40,920 --> 00:55:43,000
So we try to do like, we always used

1254
00:55:43,000 --> 00:55:44,640
to joke like circles around circle.

1255
00:55:44,640 --> 00:55:47,560
We just want to come in and be like, hey, well, let's not

1256
00:55:47,560 --> 00:55:48,800
be competitors.

1257
00:55:48,800 --> 00:55:50,440
We'll roast for you.

1258
00:55:50,440 --> 00:55:53,920
Like, we'll see if we can beat the prices that you're using,

1259
00:55:53,920 --> 00:55:55,760
and the quality, and all that.

1260
00:55:55,760 --> 00:56:00,400
So that's been something that we've up till now done.

1261
00:56:00,400 --> 00:56:02,680
But it will be interesting as we grow,

1262
00:56:02,680 --> 00:56:06,000
we're going to have to go more head to head.

1263
00:56:06,000 --> 00:56:08,800
We'll have to go to certain places that may have

1264
00:56:08,800 --> 00:56:11,120
roasters and other specialty coffee.

1265
00:56:11,120 --> 00:56:14,960
So it will be a little bit more direct competition exposed.

1266
00:56:14,960 --> 00:56:16,000
But yeah.

1267
00:56:16,000 --> 00:56:19,200
I mean, and I don't see something like Starbucks

1268
00:56:19,200 --> 00:56:22,320
isn't my competitor, honestly.

1269
00:56:22,320 --> 00:56:24,120
I appreciate what Schultz has done.

1270
00:56:24,120 --> 00:56:28,440
Like, he created the platform for specialty coffee.

1271
00:56:28,440 --> 00:56:30,880
If you've never read his book, pour your heart into it.

1272
00:56:30,880 --> 00:56:35,440
It's a great story about how he started the whole thing.

1273
00:56:35,440 --> 00:56:38,400
He's a very inspiring person.

1274
00:56:38,400 --> 00:56:40,840
But they do a completely different thing

1275
00:56:40,840 --> 00:56:45,000
than I feel like we do.

1276
00:56:45,000 --> 00:56:48,640
You don't see yourself selling grocery stores?

1277
00:56:48,640 --> 00:56:52,800
You know, the grocery that we've had conversations.

1278
00:56:52,800 --> 00:56:54,800
So that's a great question, too.

1279
00:56:54,800 --> 00:56:57,880
So we went up last year and met a friend of mine

1280
00:56:57,880 --> 00:57:02,040
who runs Cutter's Point Coffee in Seattle.

1281
00:57:02,040 --> 00:57:04,880
They've got like 10, 15 stores, huge roaster.

1282
00:57:04,880 --> 00:57:07,160
And they sell like Kroger and all these other.

1283
00:57:07,160 --> 00:57:09,560
So we went up there to just see, like, show us

1284
00:57:09,560 --> 00:57:10,400
what you're doing.

1285
00:57:10,400 --> 00:57:11,440
They gave us the tour.

1286
00:57:11,440 --> 00:57:14,320
They showed us the whole thing.

1287
00:57:14,320 --> 00:57:17,440
But we realized that we're not trying

1288
00:57:17,440 --> 00:57:21,560
to compete with the cheapest coffee out there.

1289
00:57:21,560 --> 00:57:23,640
That's not what we do.

1290
00:57:23,640 --> 00:57:27,880
Our farmers are really proud of all the hard work

1291
00:57:27,880 --> 00:57:32,040
and how meticulous they are in creating really high quality

1292
00:57:32,040 --> 00:57:33,480
coffees that we're buying from them.

1293
00:57:33,480 --> 00:57:37,600
So the quality level's through the roof, right?

1294
00:57:37,600 --> 00:57:42,440
And that's the type of premium coffee we're wanting to sell.

1295
00:57:42,440 --> 00:57:45,240
And so the talks that we've had isn't

1296
00:57:45,240 --> 00:57:48,080
like with the Kroger's and the places like that.

1297
00:57:48,080 --> 00:57:51,560
It's been with like a Gelsen's or like a higher.

1298
00:57:51,560 --> 00:57:54,600
Like, you know, we sell the Jensen's too.

1299
00:57:54,600 --> 00:57:58,320
Some places that like elevate those kind of craft,

1300
00:57:58,320 --> 00:58:02,240
local, you know, types of products that will elevate.

1301
00:58:02,240 --> 00:58:05,480
You sell like a pound in your store, as I recall.

1302
00:58:05,480 --> 00:58:06,080
You sell coffee.

1303
00:58:06,080 --> 00:58:07,600
Yeah, yeah, we sell coffee.

1304
00:58:07,600 --> 00:58:09,800
How do you price that?

1305
00:58:09,800 --> 00:58:10,320
Yeah.

1306
00:58:10,320 --> 00:58:12,200
Is it based on your cost to produce it?

1307
00:58:12,200 --> 00:58:13,360
Yeah.

1308
00:58:13,360 --> 00:58:15,280
We have margin sheets that we go through.

1309
00:58:15,280 --> 00:58:17,920
So like a pound of coffee.

1310
00:58:17,920 --> 00:58:18,440
It's interesting.

1311
00:58:18,440 --> 00:58:20,720
You buy a pound of coffee green.

1312
00:58:20,720 --> 00:58:21,520
You roast it.

1313
00:58:21,520 --> 00:58:25,080
So you lose 20% of that weight just in the roasting

1314
00:58:25,080 --> 00:58:28,400
because all of that water comes off of it, right?

1315
00:58:28,400 --> 00:58:31,120
So there's all sorts of variables.

1316
00:58:31,120 --> 00:58:35,120
So we have a whole spreadsheet that

1317
00:58:35,120 --> 00:58:38,800
shows like the cost of the coffee green,

1318
00:58:38,800 --> 00:58:41,760
the cost of it roasted, the cost of the packaging,

1319
00:58:41,760 --> 00:58:43,720
the cost of all this, like the whole thing.

1320
00:58:43,720 --> 00:58:45,400
And it'll spit out what our margin is.

1321
00:58:45,400 --> 00:58:47,080
And then you want to make some margin on top of it.

1322
00:58:47,080 --> 00:58:48,320
Exactly.

1323
00:58:48,320 --> 00:58:52,160
And is it very by source, the cost?

1324
00:58:52,160 --> 00:58:52,800
Yeah.

1325
00:58:52,800 --> 00:58:56,240
Yeah, so some areas are like typically

1326
00:58:56,240 --> 00:58:58,480
when you're buying out of Africa,

1327
00:58:58,480 --> 00:59:02,400
like African coffees are pretty expensive.

1328
00:59:02,400 --> 00:59:05,440
Mexican coffee is a little cheaper than maybe you would

1329
00:59:05,440 --> 00:59:05,960
get.

1330
00:59:05,960 --> 00:59:08,440
Like an Ethiopia would probably be

1331
00:59:08,440 --> 00:59:11,680
one of the more expensive ones that we buy.

1332
00:59:11,680 --> 00:59:15,720
And then Central America is like kind of in the middle.

1333
00:59:15,720 --> 00:59:17,960
I remember buying coffee at Cerf.

1334
00:59:17,960 --> 00:59:19,280
I mean, you have coffee.

1335
00:59:19,280 --> 00:59:21,480
I don't remember it being super expensive.

1336
00:59:21,480 --> 00:59:24,480
You'd spend $15, $16 for a pound of Stumptown.

1337
00:59:24,480 --> 00:59:25,080
Yeah.

1338
00:59:25,080 --> 00:59:25,600
Yeah.

1339
00:59:25,600 --> 00:59:26,720
And it's fine.

1340
00:59:26,720 --> 00:59:28,480
It's good.

1341
00:59:28,480 --> 00:59:32,680
Yeah, we try to be competitive in that pricing.

1342
00:59:32,680 --> 00:59:35,440
We do look at what other people are charging to.

1343
00:59:35,440 --> 00:59:37,160
And then we look at our margins.

1344
00:59:37,160 --> 00:59:39,120
And we try to be fair.

1345
00:59:39,120 --> 00:59:43,320
And we're not trying to gouge anybody.

1346
00:59:43,320 --> 00:59:46,040
But unfortunately, right now, there's

1347
00:59:46,040 --> 00:59:47,960
inflation across the board.

1348
00:59:47,960 --> 00:59:52,160
And that even affects on pricing for shipping, pricing

1349
00:59:52,160 --> 00:59:54,200
for all the bags, all the supplies.

1350
00:59:54,200 --> 00:59:55,040
Everything's up.

1351
00:59:55,040 --> 00:59:58,960
So we're constantly having to look at those margins

1352
00:59:58,960 --> 01:00:00,840
and make sure that we're fitting in those.

1353
01:00:00,840 --> 01:00:01,320
Yeah.

1354
01:00:03,760 --> 01:00:04,720
Yeah.

1355
01:00:04,720 --> 01:00:06,560
I don't know if you've covered this already.

1356
01:00:06,560 --> 01:00:10,200
But do you employ the people that farm and harvest the coffee?

1357
01:00:10,200 --> 01:00:14,560
Or do you buy it from the farmers and stocks?

1358
01:00:14,560 --> 01:00:15,280
Does that make sense?

1359
01:00:15,280 --> 01:00:16,920
Yeah, we buy it from them.

1360
01:00:16,920 --> 01:00:19,320
Yeah, we don't employ them.

1361
01:00:19,320 --> 01:00:21,520
One of the things that we've actually started to do,

1362
01:00:21,520 --> 01:00:24,520
too, so in El Salvador, we actually

1363
01:00:24,520 --> 01:00:28,480
have been pre-buying, giving them money ahead of time

1364
01:00:28,480 --> 01:00:31,120
before the harvest even comes.

1365
01:00:31,120 --> 01:00:33,800
Because a lot of times, they have a hard time

1366
01:00:33,800 --> 01:00:37,200
being able to get all of their workers paid,

1367
01:00:37,200 --> 01:00:38,160
get them on the farm.

1368
01:00:38,160 --> 01:00:40,920
Because you get paid at the end, right?

1369
01:00:40,920 --> 01:00:42,480
You sell your coffee, you get paid then.

1370
01:00:42,480 --> 01:00:46,320
So we've been trying to find ways to help those farmers

1371
01:00:46,320 --> 01:00:49,120
with their communities, with their staff,

1372
01:00:49,120 --> 01:00:52,680
with the people that are picking the coffee for them.

1373
01:00:52,680 --> 01:00:56,680
But yeah, we don't personally, we're not employing them.

1374
01:00:56,680 --> 01:01:00,960
But we're giving them top-down those coffees.

1375
01:01:00,960 --> 01:01:03,160
In fact, we try to do it in Bitcoin,

1376
01:01:03,160 --> 01:01:08,640
because that's the national currency of El Salvador.

1377
01:01:08,640 --> 01:01:10,280
They made that the national currency.

1378
01:01:10,280 --> 01:01:11,360
That was crazy.

1379
01:01:11,360 --> 01:01:13,760
And so we're like, oh, that would be such a cool thing

1380
01:01:13,760 --> 01:01:16,400
to enact currency, buy it.

1381
01:01:16,400 --> 01:01:20,040
So we try to get that to where we can do it.

1382
01:01:20,040 --> 01:01:21,720
And we had it kind of set up.

1383
01:01:21,720 --> 01:01:26,200
And we couldn't get it to work right for him to get it.

1384
01:01:26,200 --> 01:01:29,480
And I'm glad that it didn't, because just shortly after,

1385
01:01:29,480 --> 01:01:30,440
it's age, the moment.

1386
01:01:30,440 --> 01:01:32,240
And I was like, that would have been a good store.

1387
01:01:32,240 --> 01:01:35,360
Because then you would have got a gyp down the whole thing.

1388
01:01:35,360 --> 01:01:37,560
But we're just trying to look for ways

1389
01:01:37,560 --> 01:01:41,920
that we can be innovative and helpful for these farmers

1390
01:01:41,920 --> 01:01:44,920
as well.

1391
01:01:44,920 --> 01:01:46,880
That's a risk for you guys, though, right?

1392
01:01:46,880 --> 01:01:47,640
It is, yeah.

1393
01:01:47,640 --> 01:01:51,800
I mean, when you write a $10,000 check to your farmer,

1394
01:01:51,800 --> 01:01:52,800
they'll eat coffee.

1395
01:01:52,800 --> 01:01:54,040
They'll crop that.

1396
01:01:54,040 --> 01:01:56,880
And we've worked with him for seven years.

1397
01:01:56,880 --> 01:01:59,000
So his coffee is some of the best that we get.

1398
01:01:59,000 --> 01:02:01,640
So we know he does a really good job.

1399
01:02:01,640 --> 01:02:03,840
But yeah, there's some risk involved.

1400
01:02:03,840 --> 01:02:06,640
And there's trust with these farmers.

1401
01:02:06,640 --> 01:02:08,320
I've gone and spent time.

1402
01:02:08,320 --> 01:02:10,240
And it's crazy, because these farmers

1403
01:02:10,240 --> 01:02:11,920
invite you into their house.

1404
01:02:11,920 --> 01:02:14,120
You breakfast with their family.

1405
01:02:14,120 --> 01:02:17,800
I mean, it means a lot to them.

1406
01:02:17,800 --> 01:02:19,800
This is their livelihood.

1407
01:02:19,800 --> 01:02:20,800
This is their families.

1408
01:02:20,800 --> 01:02:22,680
This is their communities.

1409
01:02:22,680 --> 01:02:25,880
And so it's pretty cool to build those longer term

1410
01:02:25,880 --> 01:02:29,480
relationships with those farmers and see the impact over time

1411
01:02:29,480 --> 01:02:30,480
that you have.

1412
01:02:30,480 --> 01:02:36,960
So it's cool.

1413
01:02:36,960 --> 01:02:38,440
Any other questions?

1414
01:02:38,440 --> 01:02:40,760
So I know you mentioned how your product

1415
01:02:40,760 --> 01:02:43,080
line is very much equitably sourced.

1416
01:02:43,080 --> 01:02:45,200
And I know you also mentioned that you want to expand

1417
01:02:45,200 --> 01:02:46,720
with partnerships and all that stuff.

1418
01:02:46,720 --> 01:02:48,120
So I guess my question for you is,

1419
01:02:48,120 --> 01:02:50,120
how do you see yourself growing beyond,

1420
01:02:50,120 --> 01:02:53,080
and it's getting into the important product sense.

1421
01:02:53,080 --> 01:02:56,040
Do you see yourself going beyond the lines of coffee?

1422
01:02:56,040 --> 01:02:57,440
Or do you just see yourself staying

1423
01:02:57,440 --> 01:02:59,440
on the ground right now?

1424
01:02:59,440 --> 01:03:00,440
Sure.

1425
01:03:00,440 --> 01:03:01,440
Great question.

1426
01:03:01,440 --> 01:03:03,440
Yeah, so ranging outside the coffee.

1427
01:03:03,440 --> 01:03:06,440
Yeah, but like, keeping to what your mission statement is.

1428
01:03:06,440 --> 01:03:08,440
Because I assume that's obviously a good focal point.

1429
01:03:08,440 --> 01:03:09,920
Yeah, sure.

1430
01:03:09,920 --> 01:03:15,040
Well, ultimately, coffee is our platform.

1431
01:03:15,040 --> 01:03:21,720
That's our main product and source.

1432
01:03:21,720 --> 01:03:24,120
I do think that we do other things.

1433
01:03:24,120 --> 01:03:25,840
I mean, we do work with tea.

1434
01:03:25,840 --> 01:03:29,080
And some of the tea that we do is also

1435
01:03:29,080 --> 01:03:30,400
has the same mission statement.

1436
01:03:30,400 --> 01:03:33,040
The guy that we work with works specifically with farmers.

1437
01:03:33,040 --> 01:03:34,880
We don't go into the tea ourselves,

1438
01:03:34,880 --> 01:03:36,520
but we partner with them.

1439
01:03:36,520 --> 01:03:39,360
So there are different products.

1440
01:03:39,360 --> 01:03:43,280
We've been making all of our own pastries.

1441
01:03:43,280 --> 01:03:44,240
Those are insane.

1442
01:03:44,240 --> 01:03:46,800
Yeah.

1443
01:03:46,800 --> 01:03:50,680
So that's been really fun to learn that side to,

1444
01:03:50,680 --> 01:03:52,880
and have the team really crush it.

1445
01:03:52,880 --> 01:03:55,080
But coffee is kind of the foundation.

1446
01:03:55,080 --> 01:03:59,160
And coffee is such an interesting product,

1447
01:03:59,160 --> 01:04:03,200
because it takes a global community to produce.

1448
01:04:03,200 --> 01:04:05,920
Not a whole lot of things are like that, right?

1449
01:04:05,920 --> 01:04:08,600
If you want to brew beer, you can get hops here

1450
01:04:08,600 --> 01:04:09,440
in the United States.

1451
01:04:09,440 --> 01:04:15,120
But coffee, because of scales of economy and climate,

1452
01:04:15,120 --> 01:04:18,200
where it can be grown the best and all that,

1453
01:04:18,200 --> 01:04:20,680
it takes a global community.

1454
01:04:20,680 --> 01:04:23,680
And it's also a product that people

1455
01:04:23,680 --> 01:04:25,720
consume every single day.

1456
01:04:25,720 --> 01:04:28,800
There's not a whole lot of other products

1457
01:04:28,800 --> 01:04:32,240
out there that every single day you would go and buy a cup

1458
01:04:32,240 --> 01:04:33,560
of coffee for a leader.

1459
01:04:33,560 --> 01:04:35,280
That's something that is unique.

1460
01:04:35,280 --> 01:04:39,840
So it's such a unique product that we get to be in,

1461
01:04:39,840 --> 01:04:41,160
unlike anything else.

1462
01:04:41,160 --> 01:04:44,200
And it really connects people, because it's a daily thing.

1463
01:04:44,200 --> 01:04:46,120
But it connects us globally, because it's

1464
01:04:46,120 --> 01:04:47,960
a global community.

1465
01:04:47,960 --> 01:04:55,280
So we'll always keep that close.

1466
01:04:55,280 --> 01:04:56,680
OK.

1467
01:04:56,680 --> 01:04:57,840
Great question.

1468
01:04:57,840 --> 01:04:58,640
Anybody else?

1469
01:05:01,880 --> 01:05:03,800
Mark and Ryan, awesome.

1470
01:05:03,800 --> 01:05:04,800
Thank you so much.

1471
01:05:04,800 --> 01:05:05,300
Thank you.

1472
01:05:05,300 --> 01:05:05,800
Thank you.

1473
01:05:05,800 --> 01:05:06,300
Thank you.

1474
01:05:10,300 --> 01:05:11,800
All right.

1475
01:05:11,800 --> 01:05:18,800
Test on Thursday.

1476
01:05:18,800 --> 01:05:41,300
OK.

1477
01:05:41,300 --> 01:05:48,800
Oh.

1478
01:05:48,800 --> 01:06:11,300
Oh.

1479
01:06:11,300 --> 01:06:21,800
Oh.

1480
01:06:21,800 --> 01:06:22,300
Yeah.

1481
01:06:22,300 --> 01:06:44,800
Yeah.