Circles of Change: Conversations with Dr. Zara Larsen
on Change Leadership and Career Fulfillment
January 4, 2009
“The Future Shape of Coffee with the Hourglass”
Guests: Bob Neace and Kim Kapp
Anchoring Points:
- The Hourglass Coffee System involved 4 years of research and development before moving towards market launch.
- Cold brew system for low acid coffee naturally, with 69.6% less acid in every cup per certified lab tests.
- Brews coffee without heat, producing a raw coffee extract with none of the bitter acids and unhealthy oils released. One cup at a time drinkability.
- Eco Smart: No electricity, no coffee waste, no paper filters, BPA free plastic and a lifetime stainless steel filter and lifetime warranty
- Developing the product is only the beginning, developing the brand was critical.
- Identity, what is this product, what does it do and what point message do we want to convey to the consumer who has a fema second to absorb information.
- How brand (color scheme, font, photos and messages) sells your product and identifies a market niche are critical to integrate.
- Before hiring vendors for PR, marketing or design, make sure they really ‘get’ your product and have the skills to brand your product. If they don’t, they never will and you will never achieve your best brand. Shop around, get referrals and go with your gut. Every marketing firm wants to sell their time but only a few have really great ideas.
- Developing your own brand and sticking to what you know is right for your product and your brand is vital. No one knows your product as well as you do. Don’t be afraid to be involved and micro-manage your business if necessary. After all it’s YOUR business.
- Persistence and patience pay off for a start-up. Ideas do not become reality without hard work and recommitting to the business each day.
- Throwing in the towel crosses the mind frequently when ideas are big and money and time are minimal.
- Finding investors who will help the company financially by taking shares was critical to being able to move forward. Personal money alone for the average inventor is usually not enough.
- Engaging a strong, albeit small, team of qualified people who believe in the product and vision as much as you do gets a business to the next step.
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