The Woodstock Coffee Company
Working with The Woodstock Coffee Co team has been great, I love the people here. I met the owner (Paris) through a friend on a side project and the rest is history, we have been working together for 6+ months now.
Website Design
Content Creation
Marketing Support
Backend Automation
Core Challenges
The Woodstock Coffee Company struggled in three main areas.
- Marketing & Business Clarity: Everyday was a new focus for the team, we didn't know what to do, when to do it, or even who was doing what. This lead to scattered thinking, resulting in us scattering our already limited resources and getting very little done.
Additionally, we didn't have a solidified promise to the customers, which made us look just like every other coffee shop in the area.
- logistical Inefficiency: We would miss orders or not deliver orders due to confusion as to who was delivering, what type of order it was, and when the order was placed.
- User Experience: The original website was difficult to navigate, products were lost, information was out of date, and the products listings weren't sold anymore or were sold…but not on the website.
Additionally, the companies Google my business profile wasn't updated and lacked information — resulting in a lower google ranking and customers going to competition.
The Woodstock Coffee Company struggled in three main areas.
- Marketing & Business Clarity: Everyday was a new focus for the team, we didn't know what to do, when to do it, or even who was doing what. This lead to scattered thinking, resulting in us scattering our already limited resources and getting very little done.
Additionally, we didn't have a solidified promise to the customers, which made us look just like every other coffee shop in the area.
- logistical Inefficiency: We would miss orders or not deliver orders due to confusion as to who was delivering, what type of order it was, and when the order was placed.
- User Experience: The original website was difficult to navigate, products were lost, information was out of date, and the products listings weren't sold anymore or were sold…but not on the website.
Additionally, the companies Google my business profile wasn't updated and lacked information — resulting in a lower google ranking and customers going to competition.
The Woodstock Coffee Company struggled in three main areas.
- Marketing & Business Clarity: Everyday was a new focus for the team, we didn't know what to do, when to do it, or even who was doing what. This lead to scattered thinking, resulting in us scattering our already limited resources and getting very little done.
Additionally, we didn't have a solidified promise to the customers, which made us look just like every other coffee shop in the area.
- logistical Inefficiency: We would miss orders or not deliver orders due to confusion as to who was delivering, what type of order it was, and when the order was placed.
- User Experience: The original website was difficult to navigate, products were lost, information was out of date, and the products listings weren't sold anymore or were sold…but not on the website.
Additionally, the companies Google my business profile wasn't updated and lacked information — resulting in a lower google ranking and customers going to competition.
The Woodstock Coffee Company struggled in three main areas.
- Marketing & Business Clarity: Everyday was a new focus for the team, we didn't know what to do, when to do it, or even who was doing what. This lead to scattered thinking, resulting in us scattering our already limited resources and getting very little done.
Additionally, we didn't have a solidified promise to the customers, which made us look just like every other coffee shop in the area.
- logistical Inefficiency: We would miss orders or not deliver orders due to confusion as to who was delivering, what type of order it was, and when the order was placed.
- User Experience: The original website was difficult to navigate, products were lost, information was out of date, and the products listings weren't sold anymore or were sold…but not on the website.
Additionally, the companies Google my business profile wasn't updated and lacked information — resulting in a lower google ranking and customers going to competition.
What We Did
To solve the clarity issue, we broke goals into quarterly tasks. This gave as laser sharp focus allowing us to tackle tasks more efficiently. This new focus also enabled us to make a big promise to our customers ("On Your Door in 24" & "Never Run Out of Coffee Again").
This clarity also involved us getting extremely clear on customers metrics like LTGP (lifetime gross profit) and AOV (average order value), this told us what we were able to spend to acquire a customer profitably. The numbers didn't stop there, I helped with getting clear on COGS (cost of goods sold) to help with adjusting pricing.
To fix the logistical issues, I implemented backend automations to keep up with deliveries in a centralized spreadsheet. We used two sheets, one for baristas to package new orders so everything was ready for delivery, and a sheet for the deliverers that would automatically update a "Next Delivery Date" column once marked delivered.
The spreadsheet uses drop downs and various pieces of code to make everyone's life easier — and to make the spreadsheet easier to digest.
We decided to update the website and move over to Framer — A platform that allowed me to redesign the entire site in less than a month. During this website redesign, we also put together a couple of offers (e.g., "Pick any three" & "Roasters Choice") to make shopping easier for customers.
I also performed SEO on the website and GMB (Google My Business) profile to ensure we were coming up for relevant searches.
Overall we saw a 32% increase in website traffic, doubled MRR (monthly recurring revenue), and increased our gross profit by adjusting prices.
To solve the clarity issue, we broke goals into quarterly tasks. This gave as laser sharp focus allowing us to tackle tasks more efficiently. This new focus also enabled us to make a big promise to our customers ("On Your Door in 24" & "Never Run Out of Coffee Again").
This clarity also involved us getting extremely clear on customers metrics like LTGP (lifetime gross profit) and AOV (average order value), this told us what we were able to spend to acquire a customer profitably. The numbers didn't stop there, I helped with getting clear on COGS (cost of goods sold) to help with adjusting pricing.
To fix the logistical issues, I implemented backend automations to keep up with deliveries in a centralized spreadsheet. We used two sheets, one for baristas to package new orders so everything was ready for delivery, and a sheet for the deliverers that would automatically update a "Next Delivery Date" column once marked delivered.
The spreadsheet uses drop downs and various pieces of code to make everyone's life easier — and to make the spreadsheet easier to digest.
We decided to update the website and move over to Framer — A platform that allowed me to redesign the entire site in less than a month. During this website redesign, we also put together a couple of offers (e.g., "Pick any three" & "Roasters Choice") to make shopping easier for customers.
I also performed SEO on the website and GMB (Google My Business) profile to ensure we were coming up for relevant searches.
Overall we saw a 32% increase in website traffic, doubled MRR (monthly recurring revenue), and increased our gross profit by adjusting prices.
To solve the clarity issue, we broke goals into quarterly tasks. This gave as laser sharp focus allowing us to tackle tasks more efficiently. This new focus also enabled us to make a big promise to our customers ("On Your Door in 24" & "Never Run Out of Coffee Again").
This clarity also involved us getting extremely clear on customers metrics like LTGP (lifetime gross profit) and AOV (average order value), this told us what we were able to spend to acquire a customer profitably. The numbers didn't stop there, I helped with getting clear on COGS (cost of goods sold) to help with adjusting pricing.
To fix the logistical issues, I implemented backend automations to keep up with deliveries in a centralized spreadsheet. We used two sheets, one for baristas to package new orders so everything was ready for delivery, and a sheet for the deliverers that would automatically update a "Next Delivery Date" column once marked delivered.
The spreadsheet uses drop downs and various pieces of code to make everyone's life easier — and to make the spreadsheet easier to digest.
We decided to update the website and move over to Framer — A platform that allowed me to redesign the entire site in less than a month. During this website redesign, we also put together a couple of offers (e.g., "Pick any three" & "Roasters Choice") to make shopping easier for customers.
I also performed SEO on the website and GMB (Google My Business) profile to ensure we were coming up for relevant searches.
Overall we saw a 32% increase in website traffic, doubled MRR (monthly recurring revenue), and increased our gross profit by adjusting prices.
To solve the clarity issue, we broke goals into quarterly tasks. This gave as laser sharp focus allowing us to tackle tasks more efficiently. This new focus also enabled us to make a big promise to our customers ("On Your Door in 24" & "Never Run Out of Coffee Again").
This clarity also involved us getting extremely clear on customers metrics like LTGP (lifetime gross profit) and AOV (average order value), this told us what we were able to spend to acquire a customer profitably. The numbers didn't stop there, I helped with getting clear on COGS (cost of goods sold) to help with adjusting pricing.
To fix the logistical issues, I implemented backend automations to keep up with deliveries in a centralized spreadsheet. We used two sheets, one for baristas to package new orders so everything was ready for delivery, and a sheet for the deliverers that would automatically update a "Next Delivery Date" column once marked delivered.
The spreadsheet uses drop downs and various pieces of code to make everyone's life easier — and to make the spreadsheet easier to digest.
We decided to update the website and move over to Framer — A platform that allowed me to redesign the entire site in less than a month. During this website redesign, we also put together a couple of offers (e.g., "Pick any three" & "Roasters Choice") to make shopping easier for customers.
I also performed SEO on the website and GMB (Google My Business) profile to ensure we were coming up for relevant searches.
Overall we saw a 32% increase in website traffic, doubled MRR (monthly recurring revenue), and increased our gross profit by adjusting prices.
Website Design
I worked with the owner to truly understand the brand and objectives of the business — with a solid understanding of what he was looking for, I was able to tailor the website to his needs — We saw a 32% lift in website traffic and tripled MRR.
Logistical Efficiency
I automated the backend so roasters & baristas can easily stay on top of deliveries — this was critical because a selling point of the delivery was "On Your Door in 24".
Offer Creation
We created a huge selling point named the "Emergency Bag" — a free bag of coffee we deliver to subscribers if they ever run out. This was a hit with the customers, and yes, profitable.
Advertising / Content Creation
I worked with the owners to create advertisements for social media to acquire more customers for the subscription.
