While Seattle was the coffee capital, La Colombe's founders intentionally chose Philadelphia, a city at an economic low point. They saw an opportunity to get in on the "ground floor" of a major city with no specialty coffee scene, allowing them to define the market instead of competing in a saturated one.
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To land their first account, the founders walked into the kitchen of the nation's #1 restaurant, uninvited, and prepared their coffee directly for the demanding chef. The product's quality spoke for itself, securing the deal on the spot and creating immediate industry buzz.
La Colombe's first private equity investors wanted to rapidly expand their retail footprint, but the founders saw the future in ready-to-drink cold brew. This fundamental strategic disagreement led the founders to buy out the investors just 52 days after the first board meeting.
To buy out a misaligned private equity firm, La Colombe's founders specifically sought a "craft-based" investor. They pitched Hamdi Ulukaya of Chobani not with a slide deck, but with an innovative product prototype. This shared appreciation for craft forged a strong, successful partnership.
To bypass exploitative middlemen, La Colombe had to do more than just show up. In places like Haiti, they had to prove their commitment by returning "time and time and time again." This consistency built the trust necessary for farmers to risk working with them directly.
Instead of mass-market appeal, La Colombe focused on becoming the coffee supplier for the world's best restaurants. They believed that if they could win over the most discerning palates, their reputation for quality would cascade down to the general public, creating an unassailable brand.
When entering the market, La Colombe's wholesale price was over five times the standard rate. They overcame price objections from chefs by reframing coffee not as a commodity beverage, but as a high-quality "spice," an essential ingredient where quality dictates the price.
Shopify intentionally aimed to be the career-defining company in a secondary market (Ottawa), attracting top local talent who would later "disperse" to create a new generation of local startups, building an ecosystem.
HubSpot's co-founders were driven by the goal of becoming the biggest tech company in Boston, not the world. While VC Marc Andreessen views this "local maximum" thinking as a flaw, for HubSpot it provided a powerful, tangible anchor that fueled their long-term focus and prevented them from selling early.
Caitlin Smith discovered that Chicago was ideal for her consumer goods company, not for its VCs, but for its deep, affordable talent pool from major CPG headquarters. Being where industry-specific talent resides proved a massive advantage over being in a more expensive, tech-focused city.
To bypass saturated coffee shop wholesale channels, the founders targeted boutique lifestyle stores. Their design-forward packaging stood out next to ceramics and books, creating a new, untapped market for specialty coffee in non-traditional retail environments.
