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In this ongoing series, we share advice, tips and insights from real entrepreneurs who struggle in business every day. (Responses have been edited and condensed for clarity.)
Jeni Castro is the founder of Coffee Dose, an eclectic coffee shop with five locations in Orange County, California. Read on to learn how she built a brand that offers an experience like no other coffee shop in the world.
How did you get into the coffee business?
I'm a serial entrepreneur. I started Coffee Dose six years ago after franchising my previous business. It was a tanning and waxing brand, so I always joke that I went from vaginas to coffee. I'm a master networker and tried to connect various small coffee operators in my area with my friend who was opening a hair salon. I thought coffee and hair would be a great concept. That didn't work out though and I couldn't find anyone interested in an 85 square foot coffee bar. So I thought, well, I can market anything and sell anything, so let's try coffee! And that's how Coffee Dose was born. I had no experience in the coffee business at all. But as serial entrepreneurs do, I figured it out. Today we have five locations and are preparing for the next phase of growth. We're looking for a major strategic partner.
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What is different about Coffee Dose?
And we're a very fun coffee brand. Our original latte is called “Anti-Bitch Serum.” Our flagship store has what we call the “diner experience.” You walk in and it's this pink and teal look. Everything is made fresh daily, and many of our lattes contain health-promoting ingredients like turmeric, collagen, and charcoal. We call ourselves vibe dealers because we're basically drug dealers. We give the community drugs all day long. We have people coming back for multiple drinks a day, and I didn't want people to just consume a bunch of crap like what's out there right now. Imagine drinking that twice a day, seven days a week, like at Starbucks? That'll kill you. So I wanted to make really good coffee with really good ingredients and serve delicious food in a fun setting. Honestly, it's just a damn vibe.
Photo credit: Mike Carreiro
Did you have “real jobs” before you started your own business?
I've been an entrepreneur basically my whole life. I mean, I've worked for people, but I've been fired from pretty much every job. I worked for George Biel, who owns all of the Gulfstream and Hillstone restaurants. I was always trying to change the way they managed the staff. I worked there for seven years and got fired because, frankly, they were just sick of talking to me. And so I always dreamed of doing my own thing. I really love branding – taking something that could be super simple or something that we use every day and making it so special.
Related: When this couple discovered that dogs tolerate fresher food better than babies, they started a business. Now they run America's fastest-growing kids' meal delivery company.
What challenges are associated with starting your own coffee house brand?
We get very little respect in the coffee industry. And that's okay! The coffee community is very small and male dominated. It's made up of diehard baristas who know every piece of equipment inside out and travel to the farmers who roast their beans. I'd love to do that one day, but right now I'm focused on bringing people into the business. And to do that, we had to be exceptional, I knew that. I would hate for people to say, well, she's not a coffee drinker and her food is crap. So I had to go the extra mile and just outshine it. Our food and drinks are amazing and when you order your eggs and toasties, they're served on a plate that says, “Fuck tomorrow.”
What are your prospects for this growth phase?
I'm really excited to have found the perfect partner because I want to have these everywhere. It's going to be a global brand and I feel like I've only just started but I've worked my ass off for the last six years. Someone once said it takes 10 years to become an overnight success and I feel like I'm living that. I want to own and operate as many businesses as possible for as long as I can. We've already spoken to some very prominent VCs to map out the path for an eventual exit but it's hard to even talk about it because I'm having so much fun right now.
Related: This Entrepreneur Wants to Turn Every Home into an Urban Farm
Is there any advice for entrepreneurs who are faced with difficult decisions?
When it comes to making decisions, I'm like the magic eight ball. Just shake it, see what the answer is, and try it. I like taking risks. I like taking chances. I'm a big dreamer. I'm also a manifestor and believe in all that crazy shit. If you think it, it will happen. Whether it's just me believing my own bullshit, I don't know. But for me, it works. My husband thinks I'm crazy – I'm always sending him inspirational podcasts and quotes from books. But I think for real entrepreneurs, we all live in that space, right?
Have you had influential mentors along the way?
One of my biggest mentors is Alli Webb, the founder of Drybar. She's a really close friend and a really great mentor. She's a visionary founder who believes that if you hire the right people, you can build and run a successful company. It's very refreshing to talk to someone who's been through that. She's worn a lot of hats and came from nothing – she just had a great idea. I love surrounding myself with people like that.
Photo credit: Jordan Shiley
What passions do you pursue outside of your café?
I'm a mom of two. I have a five-year-old and a seven-year-old there. They're super fun. I'm a professional eater and a professional hotel stayer. I love to travel and that motivates me. I could work 18-hour days for months as long as I know a trip is coming up. If the trip is planned, I'm happy. Oh, and I listen to murder podcasts. Last night I was at the flagship store installing something late at night. It was dark and I was listening to the details of a grisly death and I thought, “What am I doing? This is horrible!” I think I love the abuse. Working on caffeine and listening to murder podcasts is not a recipe for a good night's sleep.
Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
