In this ongoing series, we share advice, suggestions and insights from real entrepreneurs who fight business battles every day. (Responses have been edited and condensed for clarity.)
You are Castro is the founder A dose of coffee, an eclectic coffee shop with five locations in Orange County, California. Read on to learn the way she built a brand that delivers an experience like no other coffee shop in the world.
How did you get into the coffee industry?
I’m a serial entrepreneur. I began A dose of coffee six years ago after franchising my previous company. It was a tanning and waxing brand, so I at all times joke that I switched from vagina to coffee. I’m the predominant connector and I used to be attempting to connect various small coffee operators in my area to attach with a friend of mine who was opening a hair salon. I assumed it might be a great idea to have a coffee and get my hair done. Well, that did not work out and I could not find anyone interested in an 85 square foot coffee bar, so I assumed, well, I can brand anything and sell anything, so let’s try the coffee! And so Coffee Dose was born. I had no experience in the coffee business. But like a serial entrepreneur does, I figured it out. Fast forward to today. We have five locations and are preparing to start the next phase of growth and are looking for a large strategic partner.
How is Coffee Dose different?
We are a very fun coffee brand. Our original latte is called “Anti-Bitch Serum”. Our flagship product offers what we call a “dining experience.” You walk in and see this pink and teal look. Everything is made fresh day by day and many of our lattes are packed with health advantages like turmeric, collagen and charcoal. We call ourselves vibe dealers because we’re principally drug dealers. We drug the public all day long. We have individuals who come back for several drinks a day, and I didn’t want people to simply devour a bunch of crap that is currently on the market. Like Starbucks, imagine drinking this twice a day, seven days a week? This will kill you. So I desired to make really good coffee with really good ingredients and serve delicious food in a nice space. Honestly, it’s just a fucking vibe.
Photo credit: Mike Carreiro
Did you have a “real job” before you selected the entrepreneurial path?
I have actually been an entrepreneur my whole life. I mean, I worked for people, but I got fired from almost every job. I worked for George Biel, owner of all the Gulfstream and Hillstone restaurants. I used to be at all times trying to alter the way they managed staff. I worked there for seven years and got fired because, truthfully, they were uninterested in talking to me. That’s why I at all times dreamed of doing something of my very own. I actually love branding – taking something that will be quite simple or something we use every day and giving it a character that makes it unique.
What are the challenges of starting your personal coffee shop brand?
We are very looked down upon in the coffee industry. And that is okay! The coffee community is very small and male-dominated. It’s made up of operators who are die-hard baristas – they know every aspect of every piece of apparatus and travel to fulfill the roasting farmers who grow the beans. One day I’d like to do that, but without delay I’m focused on getting people through the door. So I knew that to do this we needed to be special. I would not wish to go out and hear people say, “Well, you know, she doesn’t like coffee and her food sucks.” So I needed to go one step further and just blow it out of the water. Our food and drink is amazing, and when you order eggs and toast it arrives on a plate with the words ‘Fuck the mornings’ written on it.
What are your prospects for this growth phase?
I’m really looking forward to finding my perfect partner because I need him in all places. This shall be a global brand, and I feel like I’m just starting out and I’ve been working hard for six years. Someone once said that it takes 10 years to develop into an overnight success, and I feel like I’m living it. I would love to own and operate as many stores as possible for so long as I can. We’ve already talked to some very high-profile VCs to work out what the exit will seem like, but it’s hard for me to even talk about it because I’m having so much fun without delay.
Any advice for entrepreneurs facing difficult decisions?
When it comes to creating decisions, I’m like the Magic Eight Ball. Just shake it, see what the response is and go for it. I like taking risks. I’m a risk-taker. I’m a big dreamer. I’m a demonstrator too and I consider in all this crazy stuff. If you think about it, it’s going to occur. I do not know if I’m the only one who believes in my very own nonsense. But it really works for me. My husband thinks I’m crazy – I’m at all times sending him inspirational podcasts and book quotes. But I think for true entrepreneurs, all of us live in this space, right?
Have you had any influential mentors along the way?
One of my best mentors is Alli Webb, founding father of Drybar. She was a really close friend and a really great mentor. She is a visionary founder who believes that if you hire the right people, you possibly can grow and run a successful company. It’s very refreshing to check with someone who has been through it. She wore many hats and got here from nothing – she just had an amazing idea. I like being around such people.
Photo credit: Jordan Shiley
What are your passions outside the café partitions?
I’m a mother of two children. I have a five-year-old and a seven-year-old there. They are super fun. I’m a skilled eater and a skilled hotel guest. I like traveling and it motivates me to act. I could work 18-hour days for months so long as I knew travel was on the horizon. If the trip is planned, I do not mind. Well, I’m listening murder podcasts. I used to be at the flagship store last night installing something late in the evening. It was dark, I listened to the details of some gruesome death and I assumed to myself, “What am I doing?” This is terrible! I think I like bullying. Working on caffeine and listening to murder podcasts is not a recipe for good sleep.