A few months ago, I was browsing around online for inspiration for a coffee company.
I stumbled across an online ad from a new startup called Gifted Coffee.
It offered a $50 gift card for a “free coffee” delivered to your door.
It was a unique idea, and one that intrigued me.
As a veteran of online coffee purchases, I knew that I was not alone in my desire to get my coffee fix through a company that wasn’t just selling coffee but coffee in the form of an experience.
The ad was meant to be viral.
I decided to test it out.
After receiving my gift card, I tried to sign up for the newsletter, but the company was closed.
I then started browsing through the company’s other social media accounts, and it became apparent that they had shuttered their entire community.
I reached out to Gifted’s marketing director, a friend of the founder who had been in the coffee industry for a few years, and she explained to me that they were going through a restructuring and were looking to sell their business to a bigger coffee chain.
She said the plan was to start another coffee company in the near future.
I called up the marketing director and asked her what would happen if I bought the company.
“I’m sorry,” she said, “but the coffee company is closed.”
She explained that the coffee chain would take over the company and I would lose my gift cards.
I asked if she would let me know if she could rebrand the company as Gifted.
I would need to provide a brief description of the company that was currently closed, and I needed to provide some documentation of my previous purchases of coffee.
After several phone calls, I finally got a response.
“It’s a perfect fit,” the marketing manager said.
“If you purchase our gift card you will be able to purchase any of the coffee we sell and we will be happy to provide you with the latest information.”
So, for $50, I could buy any Gifted coffee product and get a free gift card.
I started researching the company online, and the only information I found online was about the company being based in Ohio and that I would be taking a salary cut to make the transition.
As soon as I logged into the company, I got a welcome email from a very enthusiastic sales manager.
I read the email and realized that the sales manager was my co-founder, and that the CEO of the brand was the same person who had previously worked with me at my old coffee shop.
She explained to my cofounder that we would be able move the company to another location.
I agreed to take the job and work with her for the next few months to help the brand grow.
The next month, I moved into a coffee shop, bought a couple of coffee roasters, started selling Gifted product online, then sold the rest of the Gifted roasters in my hometown to a different coffee chain that had recently bought out Gifted and was now expanding the company into a new space in my area.
The brand was thriving and the company had a loyal following of coffee lovers.
The transition was smooth.
I continued to be a part of the community and my coffee purchased from Gifted was being delivered to my door with no extra charge.
It didn’t take long for my enthusiasm for the brand to wane.
The sales director said that the company would need a new head for the new space.
After months of waiting, I found the person I was looking for.
I contacted the company directly to let them know that I had found the right person and that they would need my resume.
“You will be the new Gifted CEO,” she told me.
I emailed Gifted asking if they could hire me for the position.
They were able to find someone who was more suited to the role, and after a few weeks, I landed the job.
“We are thrilled to have you on board,” the CEO told me as we left the coffee shop and headed to the next one.
After three months of coffee ordering and coffee drinking with the brand, I realized that I did not know enough about coffee roasting to have a good understanding of what Gifted would be like.
I also realized that while I had been using a Roastmaster Espresso machine, I did have some knowledge of the espresso machine, and as a result, I didn’t have much of an understanding of how it works.
I was also aware of the differences between different espresso machines.
I could only think of one way that I could learn about the differences: from coffee.
I soon learned that my coffee purchase would be used to purchase a new machine for the coffee brand.
I ended up buying the $300,000 Espresso Machine 4.
The first time I purchased a coffee, it was for my grandmother.
I knew the brand and I knew how to make a