This is how I value a +$7,000,000 Coffee Company (Incapto)

Summary

This video showcases an innovative coffee machine service that combines cutting-edge technology with personalized coffee experiences. The business model revolves around remotely monitored machines, customizable coffee options, and flexible payment methods. Targeting companies of all sizes, the service offers high-quality coffee solutions with a data-driven approach to track consumption, manage inventory, and ensure operational efficiency. With an eye on expanding into higher-income markets, the company is focused on creating premium coffee experiences while maintaining scalable and customizable solutions for businesses. The interview also highlights the challenges of managing technical aspects and the dynamic sales structure that supports the service.

Takeaways

• 😀 Remote control over coffee machines allows users to monitor and pay for coffee seamlessly via QR codes and digital payment systems like Apple Pay.
• 😀 The coffee machines are customizable, enabling users to adjust strength, milk content, and foam levels to match their preferences.
• 😀 The company provides a system that helps track and manage coffee machine stock, consumption, and billing in real-time.
• 😀 Businesses and organizations can co-pay for coffee, with the flexibility to split costs between the company and the worker using a QR code payment system.
• 😀 The coffee company offers high-quality coffee at a fraction of the cost compared to traditional vending machines in places like hospitals or universities.
• 😀 The company’s coffee machine business model involves selling machines with a margin, as well as determining pricing based on customer consumption and market conditions.
• 😀 The company is targeting international markets, particularly in Nordic and Arab countries, where per capita income allows for higher pricing per cup.
• 😀 The coffee machines can cater to a wide variety of customers, from small offices to large corporations with thousands of employees, like Aena and Wallbox.
• 😀 The company integrates technology to track machine usage, life cycles, and consumables, improving operational efficiency and decision-making.
• 😀 The sales structure is divided into inbound and outbound roles, with external salespeople handling client acquisition and internal teams focusing on technical support and account management.

Q & A

What is the core business model of the company in the script?

The company installs and manages high-quality coffee machines for businesses, public administrations, and hospitality sectors. Their platform allows remote monitoring of coffee consumption, automated stock replenishment, billing, and a personalized coffee experience for users.

How does the company handle payment for coffee?

The company utilizes a telematic payment system. Users can pay for their coffee remotely through a QR code using mobile apps like Apple Pay or Vitum. In some cases, the cost is split between the company and the employee through a co-payment model.

What features do the coffee machines offer to users?

The coffee machines are highly customizable. Users can adjust the strength of the coffee, amount of milk, foam, and even add extras like chocolate. The system also allows remote operation, making it convenient for users to control their coffee preferences from a distance.

What kind of data does the platform collect from the coffee machines?

The platform tracks real-time data on coffee consumption, maintenance needs, billing information, and the life cycle of the machines. This data is used to optimize operations, manage stock, and ensure that machines are functioning properly.

How does the company ensure that the coffee machines are properly maintained?

The system alerts users and service teams when maintenance is needed, such as when a coffee hopper is empty or when a machine needs decalcifying. It provides real-time notifications for any issues that arise, ensuring the machines are well-maintained.

What challenges does the company face in terms of logistics?

One of the main logistical challenges mentioned is managing the distribution of milk. Unlike coffee beans or soluble ingredients, milk requires careful handling and distribution, which can be more complex for the company to manage.

What markets is the company targeting for expansion, and why?

The company is focusing on expanding into northern European markets, as well as Arab countries, where coffee consumption is high and the per capita income allows for higher pricing per cup. These markets offer better profitability compared to the Spanish market.

How does the sales team operate in this business?

The company utilizes a mix of inbound and outbound sales strategies. External salespeople (hunters) focus on acquiring new clients, while internal staff (farmers) provide support and manage existing relationships. This structure allows the company to efficiently manage both lead generation and customer retention.

What is the role of the coffee machines in the hospitality sector?

In the hospitality sector, the coffee machines are used to automate the coffee-making process, providing high-quality coffee to customers without the need for a skilled barista. This is particularly useful in hotels and restaurants where consistent quality and speed are important.

What unique selling point does the company offer compared to traditional vending machines?

The company's coffee machines provide much higher quality coffee compared to traditional vending machines, which are often considered low-quality. Additionally, the machines offer customizable options, automated stock replenishment, and remote payment features, making them a more modern and efficient solution for office and hospitality environments.