Overview
Carrie Coffee Roasters — Founder HQ
Pre-Launch
RM25K
Startup Investment
RM206K
Year 1 Revenue
Month 2
Break-Even
34.9%
Gross Margin
15–20
Y1 Cafe Target
RM52K
Year-End Cash
90-Day Launch Progress
0%
Foundation (Wk 1–4)First Sales (Wk 5–8)Momentum (Wk 9–12)
Launch Product Line
Blend 01
Flagship
Brazil 70% / Indo 30%
Dark chocolate · Caramel · Heavy body
RM80/kg
Blend 02
Balanced
Brazil 70% / Peru-ES 30%
Milk choc · Caramel · Light fruit
RM80/kg
Blend 03
Kopitiam
Brazil 50% / Uganda 50%
Heavy body · Dark choc · Strong crema
RM75/kg
Territory Zones — Klang Valley
Phase 1 · M1–4
Z1: PJ / DJ / Uptown
60–80 cafes
Phase 1 · M1–4
Z2: SS15 / Subang
50–70 cafes
Phase 1 · M1–4
Z3: Melawati / WM
25–40 cafes
Phase 2 · M4–8
Z4: Bangsar
40–60 cafes
Phase 2 · M4–8
Z5: TTDI / Mont Kiara
35–55 cafes
Phase 3 · M9+
Z6: KL City / BB
80–120 cafes
Business Pillars
Strategy overview across all six pillars
Pillar 1
Market Analysis
KV market sizing, 6 territory zones, customer segments
Strategy Complete
Pillar 2
Brand Identity
Typography, colours, packaging, tone of voice, website
Strategy Complete
Pillar 3
Product Strategy
3-blend launch, roast specs, QC system, 19 batches of data
Strategy Complete
Pillar 4
Sales Engine
Funnel, territory plan, onboarding, cafe pipeline CRM
Strategy Complete
Pillar 5
Finance
Financial model, unit economics, compliance, cash flow
Strategy Complete
Pillar 6
Operations
SOPs, roasting, QC, packaging, delivery, equipment
Strategy Complete
P1 · Market Analysis
Market sizing, customer segments, territory strategy
USD 754M
MY Coffee Market (2024)
6.1%
CAGR to 2030
3,000+
KV Cafes (TAM)
290–425
Addressable (SOM)
Customer Segments (Priority)
SegmentKV CountMonthly VolumePriority
Modern brunch cafes300–50015–25 kgPrimary
High-volume specialty150–25025–50 kgPrimary
Modern kopitiam200–40020–40 kgSecondary
Dessert / bakery cafes200–3508–15 kgTertiary
Documents & Workspace
Notion
Company Documents (Market overview)Notion
Local Documents
Carrie_Pillar1_Market_Analysis.pdfPDF Carrie_Pillar1_Market_Analysis.docxDOCX
P2 · Brand Identity
Typography, colours, packaging, tone, website
CARRIE
COFFEE ROASTERS
Tagline: "Consistent espresso, zero guesswork"
Colour Palette
RoleNameHex
PrimaryRust Red#C94420
DarkNear-Black#1A1A18
LightCream#F5F2EB
AccentCaramel Gold#EF9F27
SecondaryCharcoal#444441
Typography
FontRole
SyneDisplay, wordmark, headlines, badges
Space GroteskBody text, labels, data, cards
InterLong-form articles only (4+ sentences)
Documents & Workspace
Notion
Branding (full brand system)Notion WebsiteNotion
Local Documents
Carrie_Pillar2_Brand_Identity_v2.pdfPDF Carrie_Brand_Typography_Reference.pdfPDF
P3 · Product Strategy
Blend architecture, roast profiling, QC, 19 production batches
Product Philosophy — Priority Stack
#AttributeMeasure
1SweetnessCupping ≥7/10
2BalanceNo attribute >2pts gap
3BodyCupping ≥7/10
4Ease of Extraction27–33g output
5ComplexityBonus only
Roast Profile Specs (Data-Driven)
ParameterRevised TargetActual Range
Batch Size5,000g4,032–5,009g
Charge Temp200–215°C195–215°C
Total Roast Time11:00–13:309:50–14:10
First Crack9:00–11:008:40–11:40
Dev Time1:30–2:401:00–2:40
Dev Ratio15–22%10–24% (avg 17%)
Drop Temp205–218°C201–218°C
Weight Loss13.5–15.5%13.6–15.6%
Documents & Workspace
Notion
Operation (parent page)Notion Roast Log DatabaseDatabase Roasting GuidelinesNotion Roasting Guidelines (Reference Books)Notion
Local Documents
Carrie_Pillar3_Product_Strategy_v2.pdfPDF Carrie_Pillar3_Addendum_RoastAnalysis.pdfPDF
P4 · Sales Engine
Funnel, territory plan, pitch, onboarding, CRM
The 10-Second Pitch
"Hi, I run a small local coffee roastery. We focus on sweet, reliable espresso for cafes. I'd love to leave you a sample to try."
Then stop talking. You're offering something free — most will say yes.
Weekly Targets
ActivityWeekly
New cafe visits8–10
Samples distributed5–6
Trials started2
New customers closed1
Partner visits2–3
Lead Scoring (/25)
CriterionWeight
Milk drink volume/5
Customer traffic/5
Menu quality/5
Brand alignment/5
Location visibility/5
18–25 Priority 12–17 Secondary Below 12 Avoid
Sales Funnel
100 cafes identified100%
60–70 visited→65%
30–35 samples→50%
12–15 trials→40%
8–10 customers→65%
7–9 long-term partners→90%
Documents & Workspace
Notion
Sales (playbook + terms)Notion Cafe Pipeline CRMDatabase AccountsNotion
Local Documents
Carrie_Pillar4_Sales_Growth_Engine.pdfPDF Carrie_Supply_Agreement.docxDOCX Carrie_Lead_Scoring_Worksheet.docxDOCX Carrie_Brew_Guide_Insert.docxDOCX
Sales Tracker
DateCafeZoneTypeStatusNext Action
CafeZoneStageScoreLast ContactNext Action
P5 · Finance
Financial model, unit economics, compliance, cash flow
RM206K
Year 1 Revenue
RM72K
Gross Profit
RM51K
EBITDA (24.7%)
Month 9
Payback Period
Unit Economics
B01B02B03
PriceRM80RM80RM75
CostRM48.4RM49.1RM48.4
MarginRM31.6RM30.9RM26.6
Margin %39.6%38.7%35.5%
Monthly Fixed Costs
ExpenseAmount
Transport / fuelRM400
Marketing / samplesRM300
AccountingRM200
Phone / internetRM150
InsuranceRM150
EquipmentRM100
MiscRM200
TotalRM1,500
3 Numbers to Check Every Friday
1. Cash Balance
Healthy: above RM5,000
2. Gross Margin %
Healthy: above 30%
3. Cafes vs Plan
Healthy: on track or ahead
Documents & Workspace
Notion
Finance (overview + compliance)Notion AccountsNotion
Local Documents
Carrie_Pillar5_Financial_Model.xlsxXLSX Carrie_Financials_Operational.xlsxXLSX Carrie_Pillar5_Financial_Manual.pdfPDF Carrie_Invoice_Template.docxDOCX Carrie_Delivery_Order_Template.docxDOCX
Finance Tracker
DateTypeCategoryDescriptionAmountBalance
BlendQty (kg)Price/kgTotal
Total: RM0.00
Date#CafeTotalStatus
BlendQty (kg)
Date#CafeDelivery DateInvoice
P6 · Operations
SOPs, roasting, QC, packaging, delivery, equipment
Weekly Founder Schedule
Mon
45% Roast + pack
35% W. delivery
20% Admin
Tue
60% Cafe visits
25% Follow-ups
15% Cupping QC
Wed
50% Roast + pack
30% Sample prep
20% Social
Thu
35% E. delivery
45% Cafe visits
20% Admin
Fri
40% Roast + pack
30% Flex visits
30% Plan + rest
Sales 30–35% · Roasting 25–30% · Delivery 15% · Support 15% · Admin 5–10%. Sales is non-negotiable.
Documents & Workspace
Notion
Operation (hub)Notion Roast Log DatabaseDatabase GuidelinesNotion Green SupplyNotion SuppliersNotion Equipment MaintenanceNotion Process FlowsNotion
Local Documents
Carrie_Pillar6_Operations_Production.pdfPDF Carrie_Roast_Recipe_Cards.docxDOCX Carrie_QC_Scorecard.pdfPDF
Green Bean Inventory
BeanQty (kg)ThresholdSupplierCost/kgLast RestockStatus
90-Day Roadmap
Pre-launch foundation → First sales → Building momentum
0% Complete
Weeks 1–4 Phase 1: Foundation
Legal, supply chain, production validation, sales preparation. Zero revenue — all investment.
WK 1Legal, Business & Admin Setup
0/8
▾
Finance & Legal
Register business with SSM
~RM60 sole prop. Fine for Year 1.
Open dedicated business bank account
Separate personal and business from Day 1.
Check BKKM / food handling certification requirements
Contact local Pejabat Kesihatan for home-based permits.
Set up simple bookkeeping system
Google Sheets or Wave. Track revenue, COGS, expenses, invoices.
Brand & Digital
Set up Instagram business account (@carriecoffeeroasters)
Set up WhatsApp Business account
Primary channel for cafe communication.
Operations
Verify roaster is production-ready at 5kg scale
Set up Notion roast log for production tracking
WK 2Supply Chain & Packaging
0/8
▾
Product & Supply
Order Brazil Natural greens (min 20kg)
Base for all 3 blends.
Source Indonesia Wet Hulled for Blend 01
Source Uganda Impala for Blend 03
Source Peru or El Salvador washed for Blend 02
Packaging
Order 1kg valve bags (min 50)
Order 250g sample bags (min 20)
Print labels — blend, date, weight, origin, brew guide
Print business cards + brew guide inserts
WK 3Production Validation & Sample Prep
0/8
▾
Production
Roast Blend 01 at production scale — min 2 batches
Roast Blend 02 at production scale — min 1 batch
Roast Blend 03 at production scale — min 1 batch
QC cup all blends on Day 5 — must score ≥35/50
Sample Kits
Package 20 sample kits (250g B01 + card + brew guide)
Test full packaging workflow end-to-end
Print supply agreement templates
Print invoice and delivery order templates
WK 4Territory Mapping & Sales Prep
0/8
▾
Territory
Build prospect list Zone 1 (PJ/DJ) — 30+ cafes
Build prospect list Zone 2 (SS15/Subang) — 20+ cafes
Build prospect list Zone 3 (Melawati) — 15+ cafes
Score all prospects using lead matrix (/25)
Sales Readiness
Practice the 10-second pitch until natural
Set up CRM in Notion (Cafe Pipeline database)
Plan Week 5 visit route — top-scored Zone 1 cafes
Finalize and launch website
Weeks 5–8 Phase 2: First Sales
Get into cafes. Leave samples. Follow up. Convert. Target: 2–5 paying cafe partners.
WK 5First Cafe Visits — Go Time
0/6
▾
Sales
Visit 8–10 cafes in Zone 1 (PJ area)
Leave sample kits at 5–6 cafes minimum
Log every visit in CRM same-day
Production
Roast day — replenish sample inventory
Marketing
Post launch announcement on Instagram
Publish first Journal article on website
WK 6Expand Visits + Follow-Ups
0/6
▾
Sales
Follow up all Week 5 samples via WhatsApp
Visit 8–10 new cafes (Zone 1 + Zone 2)
Leave 5–6 more sample kits
Start Zone 3 visits (home turf)
Production
Roast day — build trial-ready inventory
Marketing
Publish "Why We Roast for Sweetness" article
WK 7First Trials — Prove It In Their Machine
0/5
▾
Conversion
Convert 2–3 cafes to trial (deliver 1–2kg)
Visit trial cafes — help dial in espresso
Continue 8–10 new visits per week
Follow up all outstanding samples
Production
Roast day + review green bean inventory
WK 8First Customers — Revenue Begins
0/6
▾
Close
Close first 1–2 paying customers
Execute first official delivery (Western corridor)
Finance
Issue first invoices
Review Month 1 spend vs budget
Rhythm
Establish weekly founder schedule
Week 1 post-delivery cafe check
Weeks 9–12 Phase 3: Momentum
Scale to 5–8 cafes. Both delivery corridors. Revenue covering costs. Month 3 review.
WK 9–10Scaling Sales & Delivery
0/5
▾
Growth
Reach 5 active cafe partners
Activate Eastern delivery corridor
Retention visits for existing partners
Continue 8–10 new visits per week
Operations
Scale to 2 roast days/week if needed
WK 11–12Month 3 Review & Plan Ahead
0/6
▾
Milestones
Reach 8 active cafe partners
Monthly volume approaching 100–150kg
Month 3 Review
Full financial review: actual vs projected
Sales pipeline + conversion rate review
Product + customer satisfaction review
Planning
Assess readiness for Zone 4 (Bangsar) expansion
Notes & Log
Weekly reflections, milestones, key decisions
This Week
Milestones
Business registered
First production roast
First cafe visit
First sample left
First trial started
First paying customer
First delivery completed
First invoice paid
5 active partners
Break-even achieved
Weekly Review
1. Cafe visits this week? (Target: 8–10)
2. Samples left? (Target: 5–6)
3. Active trials right now?
4. Customer issues resolved <24hrs?
5. Roast quality consistent? QC scores?
6. Green bean inventory >2 weeks?
7. Spending 30–35% on sales?
8. One thing to do differently?
Active Roast
Real-time roasting companion
Setup
Blend Targets
FlagshipBalancedKopitiam
BeansBrazil70/Indo30Brazil70/Peru30Brz50/Ug50
Charge200-215C200-215C200-215C
Yellow~5:30/150~5:30/150~5:30/150
1C9:30-11:009:30-11:009:00-10:30
Drop205-210C205-210C210-218C
Dev1:30-2:301:30-2:301:30-2:00
Loss14-15.5%14-15.5%14-16%
RoR Reference
After charge: ~20-30 C/min
At yellowing: ~10-15 C/min
At first crack: ~5-8 C/min
At drop: ~3-6 C/min
Warning: RoR crash (sudden drop) = baked flavors
DTR (Dev Time Ratio)
Target: 20-25% (Scott Rao)
<15% = underdeveloped | >25% = baked
Weight Loss to Profile
<12% = Light
12-13.5% = Medium Light
13.5-15% = Medium
15-16.5% = Medium Dark
>16.5% = Dark
SOP Checklist
1. Charge → 2. Yellow @170C → 3. Pre-1C @190C → 4. First Crack → 5. Drop → 6. Cool → 7. Weigh
Roast History
All saved roast batches
0
Total Roasts
0g
Total Weight
--
Avg Loss %
--
Avg Dev Time
--
Avg DTR %
Date Batch Bean Profile Time Dev DTR% Loss%