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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

#331

Post by 0x6c6f6c »

Very interesting product. I'm glad to see an instant that's dedicated to quality. (Edit: Found a bit on your page on the tubes not being biodegradeable: "we simply aren’t big enough to get a packaging company to make us biodegradable alternatives", hopefully this is addressed later.)

I do have a question to do with your Transparent Pricing page, where the following is stated:

> It costs us $2.34 to make each cup.

followed by

> A general rule of thumb for most packaged goods is that you must mark up the product by 50% to cover your expenses marketing and selling the product. Luckily we don’t follow the rules. If we did, we’d have to charge $4.68 a cup!

Marking up 50% sounds like you should charge an extra 50% of the cost of the product, but that statement uses an extra 100%. I'm not sure if it's wording or phrasing but that sounds like bolstering an exaggerated markup price to increase the perceived value of your actual price. Any clarification on this?

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

#332

Post by apsdsm »

freese wrote: post #63
tekklloneer wrote: post #16

I get the desire for recurring revenue, but I really want to buy and try once; pledging easy cancellation near your call to action would really massage a lot of the complaints in here.

Totally get it - thanks for the feedback. You can cancel anytime simply by emailing support@suddencoffee

Oooh... Ouch... Cancelation by emailing somebody is really not cool... That should be the sort of thing that can be done automatically with the hit of a switch. If you could get your programmer to set that up it would be a good step.

Also, no shipping to Japan?

I'd like to try this out but without shipping to my region I suppose that's me out.

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

#333

Post by aedron »

uptownfunk wrote: post #157
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…

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 drinking coffee from the morning and into the afternoon.

It took hard work kicking that habit, but I did, only because: (1) I don't like having such a strong dependency, it just seems unhealthy, and (2) I become irritable and jumpy in the evening if I have had coffee during the day. Maybe I'm just more sensitive, I don't know.

It sucks because I love the taste of coffee. These days I have a big jar of Nestle Instant Decaf at my desk and I dip into that every other day, just because I miss the taste of coffee, for which the instant just barely qualifies, but those are the lengths I go to. Now, if someone would come up with a decent instant decaf I would happily throw my money at that.

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

#334

Post by jgalt212 »

This sounds very interesting, but why did you choose YC? The organization seems to be suffering from serious style drift lately (I know this is "diversification" by design). That being said, YC has no demonstrated historical core competency in physical consumer foods or goods.

In short, there had to be a better org to be a better initial investor/growth partner for a food company than YC.

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

#336

Post by dghughes »

ryanSrich wrote: post #56
huhtenberg wrote: post #21

Wasn't a problem with "bad" instant coffee largely solved by Starbucks VIA, which too utilizes a novel tech that produces very decent results? Even the mega snobs of /r/coffee were largely OK with it came out few years ago. Also, re: this - Instant coffee is liquid coffee that’s been dehydrated. It’s normally made with the worst beans ... Next, the liquid is boiled down and finally dehydrated by spray drying it with…

Every flight I've been on with Starbucks VIA has been absolute trash. Airplane coffee quite literally tastes like it was made with toilet water. That's honestly the only way I can describe it. I'm bearish on any improvements because I'm convinced the problem is the water they use.

I make Starbucks VIA instant coffee at home and it's quite good. If I make it at work it's horrible so I'd say water quality is a big factor. At both home and work I used tap water both from the same city source.

For the airplane I wonder if the water isn't getting hot enough due to lower atmospheric pressure. The flight attendant see it boiling so they assume boiling means hot but it may only be 80C not 100C.

I know when I make the Starbucks VIA I make sure the water is boiling well (I live at sea level) and it's really hot otherwise it doesn't work out.

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

#337

Post by aedron »

freese wrote: post #166
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?

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, price be damned.

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

#338

Post by brndn »

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?

I'm guessing an electric grinder for the beans.

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

#339

Post by davidddavidson »

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?

I'm guessing it's the grinding the beans. Electric grinders are LOUD.

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

#340

Post by freese »

2muchcoffeeman wrote: post #289
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 really love my coffee. I roast at home. But if I need to travel or whatever I will pick up the best instant I can find. If this is as good as they claim, I'd buy it.

Here's a short review by Oliver Strand, the coffee critic at NYTimes: https://nyti.ms/2mK8Frw
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