The minds behind Margaret River Roasting Co. sat down with us to share their roasting journey. What started in 2016 with only a few staff grew quickly, and along the way, EcoBarista became less of a supplier and more of a friend.
Founders Isaac and James share their thoughts on the most important lessons for anyone starting out in the coffee roasting industry.
// LESSON 1: DON’T COMPETE ON COFFEE PRICE
We know coffee isn’t the cheapest thing out there, so competing on the price of your beans might seem like an easy sell, but there will always be someone else in the market competing on price. As soon as you make price your unique selling point, you take away from the other things that define your product. Competing on price also breaks down your profit margin, and will eventually affect product quality.
Instead, compete on the quality of your product. Be confident in the cost of your product by investing in its detail, and let its uniqueness justify the cost to its consumers.
// LESSON 2: DON’T CHASE EVERY CLIENT YOU MEET
When starting up, it’s easy to get caught up in the adrenaline of meeting new clients and starting new partnerships. Make sure the clients you invest in are the right ones for your business goals and what your company stands for.
James says people in the industry need to “get out of the roastery and talk to the people behind your product,” rather than staying head-down in your craft. Learn what kind of relationships actually serve your business, whether its suppliers or customers. It’s better to have 10 great clients than 30 that drain time, energy and resources you could be spending elsewhere.
// LESSON 3: DON’T WAIT UNTIL YOU’RE READY
Being ready is a choice, not a feeling. “Just start that business, learn from the imperfections,” James says. MRRC’s rapid growth meant the team had to keep adapting to new changes, and they learnt quickly what were the right decisions and what needed to shift. Learning on the ground, with some healthy pressure, will move you forward more than waiting to feel ready ever will.
// LESSON 4: DON’T CUT CORNERS ON YOUR VISION
To contrast the previous point, stay aligned on your business vision, goals, statement and mission early, and set the patterns now. You’ll be less likely to be tempted into compromises on the wrong things down the track.
Make sure every process has its place, every person has their role, the supply chain has its order and the line of communication is clear. When these are firmly in place from the get-go, business growth won’t easily outrun its structure, especially if it’s faster than you thought it would be.
Whatever business you’re pursuing, coffee or otherwise, Margaret River Roasting Co. said something everyone could use:
‘Find people who fill your cup rather than empty it.’
They could be your supplier, your customers, your clients, or your own staff. A partnership that feels like a friend in a company, not just the product they sell or the service they provide, is one of the most important things you can carry into whatever you’re building.
