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This presentation is based on a study we do with Copenhagen Business School, London School of Coffee and SCAE and is based on CoffeeMind’s approach to helping with the business aspect of any coffee startup. Particularly we have been working with roastery startups where a big risk is the investment in equipment, so if you can det info on the local market (or global if that is your goal) with the value propositions you have in mind, then you reduce your risk of failure drastically. Morten has done sessions with startups BEFORE they invest in equipment and together brainstormed and designed a number of expected customer segments for the business they hope to create and based on that session we have created a test product range (green coffee selection, roast degree, roast profile, blends) for the expected customers (in Lean Startup terminology called a ‘minimum viable product’). The expected customer segments is then approached with the appropriate products and a true sales process is then carried out. After selling this test product range the startup is getting information to create next iteration of the minimum viable products or just make the investment in roasting equipment since the expected market has proven to exist!