Ruby Coffee Roasters, LLC: Blending Instinct and Discipline to Brew Growth What some entrepreneurs would see as red lights, Jared Linzmeier saw as opportunity. Beans too rare and expensive for more mass-market business models would be the foundation of a line of “fun, lively coffees from the best coffee producers in the world, and roasted in a way that best highlights their flavors,” said Jared.
Coffee roaster leverages his Wisconsin roots
“I started the business with less than $30 thousand. It wasn’t always pretty!”
While working for a coffee roaster in Seattle, Jared began envisioning his own startup. “I wanted to have a business that could revolve around these special, small-lot coffees,” he said. He was also thinking about his roots in Wisconsin, where he could lower his startup costs and be part of a burgeoning “foodie” culture. Jared returned to Wisconsin and started Ruby Coffee Roasters in his garage, buying the family home and purchasing a used roaster with his mother’s help. Personal savings paid for a bag sealer and other equipment, and the first batch of green coffee beans went on Jared’s credit card. “I started the business with less than $30 thousand,” he recalled. “It wasn’t always pretty!”
Turning instincts into structure, with SBDC’s help
Shortly after he began roasting in 2014, Jared was referred to the UW-Stevens Point Small Business Development Center. Eager for a sounding board, he sat down with Mary Wescott, the center’s director. “I’d be lying if I said I understood business at that point, ”Jared said. “She forced me to look at my business and strip it of ‘what feels right.’ That is exactly the opposite of what somebody like me wants to do. It made me uncomfortable, but it was very important!” Mary helped Jared turn his instincts into
structure that could support rapid growth. She helped him understand pricing and profit margins, analyze monthly sales, and set targets for expanding staff. She made sure he learned about applicable regulations. SBDC assistance included help with website development, bookkeeping procedures, and a referral to the UW Law and Entrepreneurship Clinic in Madison for trademark work. Growing Ruby Coffee Roasters required building a brand. “Jared had wonderful instincts from the beginning,” Mary said. “He understands his consumer, the marketplace, and today’s number one trend, which is authenticity.”
Understanding the consumer leads to growth
Jared shares the Ruby vision through a lively presence on social media, especially Instagram. “I do all the photography. I’m the one talking about what we’re doing and why. It’s about Wisconsin. It’s about the coffee. It’s about being humble and grateful. It’s about appreciating our customers and the world around us. I try to represent that with our pictures,” Jared said. In 2015 Ruby Coffee Roasters moved to a 2800 sq. ft. facility that houses the roasting operation and a tasting room. The company serves a national customer base of cafes, restaurants, offices, and individuals. As the company has grown, Jared finds himself juggling a focus on sourcing with attention to his customers. “I was getting excited about visiting suppliers in Ethiopia and Kenya, two countries we buy a lot from,” Jared mused, “but then I thought, another way to spend that money and time would be to visit my best customers.” Instead of collecting stamps on his passport, he spent time building relationships with coffee shop owners in three locations around the U.S. Jared acknowledged that his early introduction to the UW Stevens Point SBDC has been crucial. “From the start it was like I had a teammate. Somebody had my back, and I didn’t even have to pay.”
At a glance Name: Ruby Coffee Roasters Location: Nelsonville Year founded: 2014 Employees: 5 + independent contractors Website: rubycoffeeroasters.com Instagram: #rubycoffeeroasters WI SBDC at UW-Stevens Point, 800-898-9472
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Wisconsin Small Business Development Center wisconsinsbdc.org 608- 263-7812
