When Crestline Coffee Roasters came to us, they had a great product, a passionate founder, and zero digital presence. No website, no email list, no social following. 30 days later, they had done $40,000 in revenue. Here is exactly what we did.
Week 1: Foundation First
Before building anything, we spent the first week on positioning. Who is this coffee for, specifically? Not "coffee lovers" — that's everyone. We landed on a clear persona: remote workers aged 28-42 who care about where their food comes from and are willing to pay a premium for transparency and quality.
With the positioning clear, we built the brand from the ground up — logo, color system, packaging direction, and most importantly, the brand voice. Warm, knowledgeable, unpretentious. Like the founder himself.
Week 2: The Shopify Store
We built a subscription-first Shopify store with a custom Roast Finder quiz as the hero experience. Visitors answer 4 questions about their taste preferences and get a personalized roast recommendation. This quiz became their number one conversion driver, with a 42% completion-to-purchase rate.
We also built a streamlined subscription flow using Recharge, making it one-click to set up a recurring delivery. By the end of month one, 70% of orders were subscriptions.
Week 3: Launch Prep
We set up the email welcome sequence, built a launch countdown landing page to capture early interest, and worked with the founder on a launch-day social strategy. Nothing elaborate — just authentic, story-driven content on Instagram and TikTok.
Week 4: Launch
The first 48 hours were driven by the founder's personal network and a small $500 paid social test. By day 30: $40,000 in revenue. 840 customers. 588 active subscriptions.
Want the email piece of this playbook? Read about the 5-email sequence we used to drive recurring revenue.
Want a similar launch plan for your brand? Let's map it out together