What’s The Perfect Cold Brew Coffee Ratio For Your Business? with Cason Crane

In this episode of The Business Gay Podcast, host Calan Breckon speaks with the Founder and CEO of Explorer Cold Brew, Cason Crane. An adventure-seeker and risk-taker, Cason has traveled to over 100 countries on all seven continents. He was the first openly LGBTQ person and fifth youngest person to climb Mt. Everest and the Seven Summits - which is a collection of the highest mountains on each continent, a feat he achieved while raising money and awareness for LGBTQ+ suicide prevention. It was on these adventures that he discovered the magic of coffee, and was driven to introduce some of the world's best cold brew coffees to the masses through Explorer Cold Brew. Cason is always looking for new products and spends his time perfecting Explorer's brews so that they represent the world's best cold brew coffee. Watch on YouTube --- ► Today’s Sponsor is Surfer SEO - level up your content creation with AI. Get a FREE Website SEO Audit from Calan: CalanBreckon.com/audit Join the email list for news and updates --- Links mentioned in this episode: ExplorerColdBrew.com NGLCC.org CGLCC.ca --- Key Takeaways for quick navigation: [03:48] Founder of Explorer Cold Brew identified a gap in the market for decaf cold brew during the early days of the pandemic in 2020. [05:11] Cold brew is a $90 billion industry in the United States, but only 10% of coffee cups consumed are decaf. Explorer Cold Brew aims to fill this niche. [07:32] Explorer Cold Brew's decaf options cater to pregnant moms who want to enjoy cold brew with lower caffeine levels during pregnancy. [11:35] Queer-owned businesses may face challenges in overtly positioning themselves as such, but collaborations with queer influencers and artists have been positive. [20:31] The biggest challenge for Explorer Cold Brew was the sudden increase in digital advertising costs for e-commerce, prompting a shift to an omni-channel strategy with a focus on retail. [24:50] Pricing challenges: Customers often overlook the value of a product and make decisions based on the price tag without considering factors like serving size, quality, and benefits. [25:18] Pivoting for market alignment: Adjusting product features, like concentration levels, to match competitors' standards can help align with market expectations and improve acceptance. [26:13] Habitual buying behavior: Breaking into established customer habits is challenging, especially in grocery stores, where routines play a significant role in purchasing decisions. [29:00] Cash conversion challenges: Despite significant sales in grocery stores, the delayed cash conversion from distributors poses a financial strain on emerging brands. [41:28] Free trial lessons: Offering completely free trials can attract deal hunters who may not convert to loyal customers; introducing a small fee increases the commitment level and improves return on investment. [46:58] Focus on a specific audience; if you're for everyone, you're for no one. Clean your own garden before helping others. [48:30] In business, focus on doing one thing really well before expanding. Patience is crucial for long-term success. [50:23] Support Queer-owned businesses; explicit targeting of LGBTQ+ community can be a valid business strategy. [53:08] Prioritize mental and physical health as an entrepreneur; avoid hustling for worthiness. [55:41] Networking is crucial for business growth; connect with like-minded entrepreneurs and be open about challenges.