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Launch HN: Sudden Coffee (YC W17) – Instant coffee that doesn't suck

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Re: Launch HN: Sudden Coffee (YC W17) – Instant coffee that doesn't suck

#341

Post by freese »

shiven wrote: post #330
RussianCow wrote: post #183

Earlier quoted context omitted.

I don't have any evidence to support this other than anecdotes, but I would bet there is a much larger group in the middle than you imply. Plenty of people (myself included) appreciate good coffee without being fanatical about it. If you can offer the same taste as pourover without the work, I think you can capture quite a significant portion of the market. But then again, I could be overestimating that based on my o…

Coffee paraphernalia I use semi-regularly: - Electric percolator with pre-ground Starbucks light-roast coffee (used to be Intelligentsia Honey Badger, before they souled-out to shitty Peet's). - IKEA steel french press - Nespresso (Original - not the supersize American version) - Hario coffee hand mill for coffee beans (much rarely than before for time-availablity issues) But, my go-to coffee on many days is the Folg…

Email me and I'll fix some for you

Re: Launch HN: Sudden Coffee (YC W17) – Instant coffee that doesn't suck

#342

Post by freese »

stevejb wrote: post #315
RussianCow wrote: post #183

Earlier quoted context omitted.

I don't have any evidence to support this other than anecdotes, but I would bet there is a much larger group in the middle than you imply. Plenty of people (myself included) appreciate good coffee without being fanatical about it. If you can offer the same taste as pourover without the work, I think you can capture quite a significant portion of the market. But then again, I could be overestimating that based on my o…

I start my day really early and work from home. My first cup of coffee is typically instant, and I can make this very quietly without waking up my family. I make a french press or pour over as my second cup once the kids are awake. I would buy the best instant coffee I can.

We hear this a lot. Same goes for me - I wake up before my wife and she's really happy when I'm drinking Sudden at home instead of grinding and brewing.

Re: Launch HN: Sudden Coffee (YC W17) – Instant coffee that doesn't suck

#343

Post by freese »

Qwertious wrote: post #306
zloof wrote: post #205

Earlier quoted context omitted.

+1 for RussianCow's comment. Our target customer is the average person who goes to Philz, Blue Bottle, Stumptown as well as Starbucks. These people aren't really buying instant coffee - they spend $2-10 on coffee per day. Some of them buy 2 x $5 latte drinks at a cafe. 100% of these people drink their coffee for the taste (although they have different taste preferences). The average person who goes to Blue Bottle dai…

I'm probably in the target market too - I've never really gotten into coffee because it tasted like crap. Except, occasionally I get a coffee and it's actually not bitter for once, and I'm like "oh that's actually kind of nice". But frankly, I'm not willing to go out of my way to pay $3.50+ for it. That really adds up over time. If it were cheaper, I'd be all over it. Like, $1.50/cup, say. I mean, it still adds up ov…

The cool thing with instant coffee is that the whole concept is something that just works much better at scale - sourcing, roasting, brewing etc. We have solid plans to bring the cost down while improving the quality as we scale. At some point we'll build our own mega factory.

Re: Launch HN: Sudden Coffee (YC W17) – Instant coffee that doesn't suck

#344

Post by freese »

stbtrax wrote: post #278
wasd wrote: post #176

Earlier quoted context omitted.

I don't know how common it is but I bring an aeropress and hand grinder whenever I travel. It's a ton of work and sucks. I drink pour over everyday (dial in temp, grind, ratio, and draw time for every new coffee), make iced coffee during summer, and subscribe to a coffee service. In theory, this would work better. I have no idea if the addressable market is big enough but I certainly wouldn't mind trying it.

I do this as well, it's so hard to find good lightly-roasted beans in most places outside of big cities. (Even big cities in europe and asia seem to prefer a very dark roast everywhere)

Luckily there are so many great roasters with online stores now that getting fresh beans has never been easier.

Re: Launch HN: Sudden Coffee (YC W17) – Instant coffee that doesn't suck

#345

Post by FungalRaincloud »

jrfarina wrote: post #328
stevejb wrote: post #315

Earlier quoted context omitted.

I start my day really early and work from home. My first cup of coffee is typically instant, and I can make this very quietly without waking up my family. I make a french press or pour over as my second cup once the kids are awake. I would buy the best instant coffee I can.

How would a French press wake up your kids?

Grinding his own beans? My electric burr grinder is pretty damn loud. My hand grinder is better, but a lot more work.

Re: Launch HN: Sudden Coffee (YC W17) – Instant coffee that doesn't suck

#346

Post by brogrammernot »

freese wrote: post #264
brogrammernot wrote: post #233

Earlier quoted context omitted.

I'm not trying to be an asshole, but do you really see this company taking off? You're battling the known perception of instant coffee being awful and trying to sell a super premium product within a group that's tailored to buy cheap coffee because they just don't care. That's just a brutal uphill battle from a consumer education standpoint and a price comparison standpoint. I get that you're not trying to compare yo…

When I was starting to work on Sudden I knew that the biggest challenge would be around the perception of instant coffee. It's a lot of work but we have a pretty solid plan and traction right now!

I'm glad to hear it.

As others have said, if this was at REI or other stories and priced the same or higher I would totally grab some for when I go backpacking.

In any case, I'm truly impressed by your responses in this thread. Most founders don't take criticism in stride and that's, in my opinion, a main difference between those who succeed and don't.

I'll be a subscriber in the near future as I'm going to be traveling quite often the second half of this year and I'd love to avoid drinking Keurig hotel coffee.

Re: Launch HN: Sudden Coffee (YC W17) – Instant coffee that doesn't suck

#347

Post by freese »

kriro wrote: post #298
alaskamiller wrote: post #22

I work in the coffee industry and saw Sudden pop up last year so was interested in the technique and hacked it out. Freeze dried coffee is already what Folgers does and sell you. This is the more artisanal version of that since the big brands have big factories that can pump out plenty of instant coffee grounds. So this is a ramped up volume play on existing techniques perfected by the doomsday preppers. Youtube sear…

You seem like you know what you're talking about. I know pretty much nothing about freeze drying. 600$ to 1k$ actually seems reasonable enough for my personal production. Would I need anything else? My mental model of the process is...grind (I think it needs a different grind than pourover), put into the magic freezer machine, wait and have instant coffee to take to work :P What's yield/power consumption etc. (for su…

Instant coffee is liquid, brewed coffee that then gets dehydrated.

1) grind the coffee 2) brew it however you like 3) cool the coffee from 90C --> cold 4) freeze the coffee 5) freeze dry for 24-48 hours

Fundamentally this will work but you're likely to run into a few problems. Your yield is going to be pretty low - one batch will likely get you ≈10-15 cups. Secondly, that coffee is really hygroscopic, meaning that it's so dry that it will absorb any moisture from the air. Unless you keep it in vacuum pouches it'll turn into a rock within days.

Re: Launch HN: Sudden Coffee (YC W17) – Instant coffee that doesn't suck

#348

Post by freese »

_pmf_ wrote: post #311
alaskamiller wrote: post #22

I work in the coffee industry and saw Sudden pop up last year so was interested in the technique and hacked it out. Freeze dried coffee is already what Folgers does and sell you. This is the more artisanal version of that since the big brands have big factories that can pump out plenty of instant coffee grounds. So this is a ramped up volume play on existing techniques perfected by the doomsday preppers. Youtube sear…

> This is the more artisanal version of that So, it's in a paper wrapper bag with vintage font that displays a feel-good message? (Note: I'm susceptible to these kinds of marketing gags, but feel dirty when I buy something that turns out to be mediocre stuff.)

We're decidedly anti-artisanal coffee. Our mission is to take really good coffee and make it accessible and approachable to the mainstream coffee drinkers. My 83-year-old grandmother's friends in Finland are subscribers because they love how easy it is.

Re: Launch HN: Sudden Coffee (YC W17) – Instant coffee that doesn't suck

#349

Post by freese »

aedron wrote: post #333
uptownfunk wrote: post #157

Earlier quoted context omitted.

Downvote me to hell, but I think people drink too much coffee (and caffeinated drinks), it's just not necessary and is an addictive substance. I think it's a toxic substance honestly, tires the adrenals and heart out. Anyone else on here who abstains from caffeine?

It is a great mystery to me how so many people drink so much coffee. In the early days of my work life I started drinking a cup of coffee here and there. It helps if you're tired in the afternoon, and I like the taste. Then I started having a cup after lunch since everyone else went for it. Not long after, I'd have a cup first thing in the morning, and not too long after that I would be a complete zombie without drin…

We're hearing this from more and more people. Luckily, there are some great decaf whole bean coffees but if something sucks it's the decaf instant coffee. We're working on a decaf version that will taste awesome, so stay tuned.

Re: Launch HN: Sudden Coffee (YC W17) – Instant coffee that doesn't suck

#350

Post by freese »

aedron wrote: post #337
freese wrote: post #166

Earlier quoted context omitted.

I think you're making a great point - coffee is the legal drug at the moment. Personally, I drink coffee for the flavor, not for the caffeine. I'm a big fan of high-quality decaf coffee and it's something we're looking to do with Sudden.

I think you would have a shot at a solid niche with the decaf angle. Think about this: At practically every workplace you can get real coffee, which will probably always beat freeze-dried stuff. But if you want decaf you are SOL. I am currently forced to drink Nestlé Gold Decaf and it is just barely tolerable. I don't know how your product compares but personally I would spring for anything better in a heartbeat, pri…

This is really great to hear. We've had a good amount of demand for decaf option and are working on it. Email me and I'll keep you in the loop
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