, center, founder of White Cloud Coffee
, looks over a freshly roasted batch of Colombian with Michael Priddy, left, Full Circle Exchange sales manager, and Chad Kay.
used to own two large coffee roasters but now uses a Full Circle microroaster.
The change was part of his
effort to increase profits by downsizing.
The bigger the sandbox you play in, the more competition there is,he
took satisfaction in knowing that enough beans were sold in more than 70 grocery stores in five states to make about a million cups of his
coffee each month.
was growing just as Eberharter
But bigger business didnt result in more money.
raked in about $700,000 in annual revenue, but that money went right back to the stores and to middlemen.
was losing money.
made a change in 2012 that would have seemed counterintuitive when he
started roasting beans in 1988.
left the grocery business, downsized his
operation and started selling online directly to coffee drinkers.
Smaller proved to be better: Eberharter
expects to have turned a 10 percent to 15 percent profit for 2013.
Overhauling the business model saved the company, Eberharter
A lot of companies dont make it, Eberharter