EPISODE · May 2, 2024 · 1H 17M
#0014 - Mike Klemmer - A Get It Done Mentality ... and Coffee (lot's of it)
from Harder Not Smarter Podcast · host Greg VanDyne and Kevin Seiff
Summary Today, we dive into Mike Klemmer's entrepreneurial journey with Aerial Resupply Coffee, a brand that honors military logistics and support personnel. Mike began his venture with minimal coffee roasting knowledge, emphasizing the importance of starting small and gradually scaling up. Through research and experimentation, he has became the most trusted voice in the veteran coffee space. Mike's innovative and unconventional marketing strategies include creating engaging characters for his brand and using humor to his advantage, which has helped set his brand apart in the competitive coffee market. In this episode, Mike also discusses his navigation of the B2C and B2B markets, particularly his experiences with major clients like Kroger and leveraging Amazon's Fulfilled by Amazon (FBA) service to boost online sales. He sheds light on building a robust social media presence, especially on LinkedIn, and the challenges of handling feedback. Looking to the future, Mike shares his vision for ARC Coffee as more than just a business; he sees it as a community hub for veterans, with plans for further expansion and innovation. This episode of "Harder Not Smarter" provides a fascinating look at how passion, creativity, and strategic thinking can forge a successful, community-centric business in the coffee industry. Show Links Get 1-month of FREE access to the Vet Collective Community by using discount code: NLT1UQTI Join us here: https://www.collective.vet Sign up for our Weekly Newsletter: https://www.collective.vet Follow us on LinkedIn: https://www.linkedin.com/company/harder-not-smarter/ Episodes also available on Spotify, Apple, and Amazon Music. Mike and Aerial Resupply Links https://www.linkedin.com/in/michaelklemmer/ https://aerialresupplycoffee.com/ Chapters: 00:00 Introduction and Background 03:02 Inspiration for Starting a Coffee Company 06:20 The Importance of Logistics and Support Personnel 07:39 Learning About Coffee Roasting 10:09 Getting Started in Coffee Roasting 12:06 Favorite Style of Coffee 14:07 Starting a Coffee Company with Limited Knowledge 16:19 Scaling the Coffee Production 19:30 Launching the Business 20:55 Distinct Voice and Style in Marketing 23:37 Creating Characters for Marketing 24:32 Unique Marketing Ideas 27:15 Expanding the Business and Marketing 31:17 Opening a New Facility 34:23 Utilizing Supply Chain Knowledge 36:41 B2C and B2B Marketing 38:42 Landing Big Business Customers 42:00 Getting into Kroger and the Challenges 45:55 Introducing Products into Kroger's ERP System 49:06 Expanding through the Kroger System 51:54 Selling on Amazon and Fulfilled by Amazon (FBA) 54:58 Building a Presence on Social Media 58:11 The Power of LinkedIn 63:50 Different Personalities in the Military 65:18 Creating Characters from Different Military Branches 66:17 Creating Content in the Style of The Office 67:01 ARC's Future Plans and Expansion 68:20 Exploring Novelty Coffee Ideas 69:00 The Importance of Consistency in Content Creation 72:29 The Potential of Jack Shack Coffee 74:20 Encouraging Veterans to Put Themselves Out There 76:08 Sourcing and Naming the Novelty Coffee 78:35 Finalizing Plans for Jack Shack Coffee
What this episode covers
Summary Today, we dive into Mike Klemmer's entrepreneurial journey with Aerial Resupply Coffee, a brand that honors military logistics and support personnel. Mike began his venture with minimal coffee roasting knowledge, emphasizing the importance of starting small and gradually scaling up. Through research and experimentation, he has became the most trusted voice in the veteran coffee space. Mike's innovative and unconventional marketing strategies include creating engaging characters for his brand and using humor to his advantage, which has helped set his brand apart in the competitive coffee market. In this episode, Mike also discusses his navigation of the B2C and B2B markets, particularly his experiences with major clients like Kroger and leveraging Amazon's Fulfilled by Amazon (FBA) service to boost online sales. He sheds light on building a robust social media presence, especially on LinkedIn, and the challenges of handling feedback. Looking to the future, Mike shares his vision for ARC Coffee as more than just a business; he sees it as a community hub for veterans, with plans for further expansion and innovation. This episode of "Harder Not Smarter" provides a fascinating look at how passion, creativity, and strategic thinking can forge a successful, community-centric business in the coffee industry. Show Links Get 1-month of FREE access to the Vet Collective Community by using discount code: NLT1UQTI Join us here: https://www.collective.vet Sign up for our Weekly Newsletter: https://www.collective.vet Follow us on LinkedIn: https://www.linkedin.com/company/harder-not-smarter/ Episodes also available on Spotify, Apple, and Amazon Music. Mike and Aerial Resupply Links https://www.linkedin.com/in/michaelklemmer/ https://aerialresupplycoffee.com/ Chapters: 00:00 Introduction and Background 03:02 Inspiration for Starting a Coffee Company 06:20 The Importance of Logistics and Support Personnel 07:39 Learning About Coffee Roasting 10:09 Getting Started in Coffee Roasting 12:06 Favorite Style of Coffee 14:07 Starting a Coffee Company with Limited Knowledge 16:19 Scaling the Coffee Production 19:30 Launching the Business 20:55 Distinct Voice and Style in Marketing 23:37 Creating Characters for Marketing 24:32 Unique Marketing Ideas 27:15 Expanding the Business and Marketing 31:17 Opening a New Facility 34:23 Utilizing Supply Chain Knowledge 36:41 B2C and B2B Marketing 38:42 Landing Big Business Customers 42:00 Getting into Kroger and the Challenges 45:55 Introducing Products into Kroger's ERP System 49:06 Expanding through the Kroger System 51:54 Selling on Amazon and Fulfilled by Amazon (FBA) 54:58 Building a Presence on Social Media 58:11 The Power of LinkedIn 63:50 Different Personalities in the Military 65:18 Creating Characters from Different Military Branches 66:17 Creating Content in the Style of The Office 67:01 ARC's Future Plans and Expansion 68:20 Exploring Novelty Coffee Ideas 69:00 The Importance of Consistency in Content Creation 72:29 The Potential of Jack Shack Coffee 74:20 Encouraging Veterans to Put Themselves Out There 76:08 Sourcing and Naming the Novelty Coffee 78:35 Finalizing Plans for Jack Shack Coffee
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#0014 - Mike Klemmer - A Get It Done Mentality ... and Coffee (lot's of it)
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