Grow Your Coffee Brand Without Losing The Connection.
Margins tight? Marketing a mess? Staff turnover driving you crazy?
You don’t need more hustle. You need strategy and support that works. We help coffee brands grow without burnout, bottlenecks, or losing what makes you special.
The Reality You’re Facing
Running a coffee business is no small feat. Every day, you juggle roasting schedules, wholesale relationships, café operations, and social media—while margins shrink and hiring gets harder.
Wholesale accounts are stalling, and retail feels unpredictable.
Marketing takes too much time (and still doesn’t connect).
Operations behind the bar or back-of-house feel chaotic.
Finding and keeping great staff feels impossible.
You don’t need to hustle harder. You need a clear, structured path forward.
The Shift You’ve Been Craving
What if growth didn’t feel like guesswork? What if the moving pieces of your business finally worked together so you could breathe again?
Marketing that feels like connection instead of dread.
Sales strategies that drive revenue and still honor your values.
Operations that flow instead of fight you.
A team that shares your vision, and shows up like it matters.
This isn’t wishful thinking. It’s what happens when your business stops running on chaos and starts running on clarity.
How We Help:
Our bespoke 4-week consulting sessions deliver targeted strategy exactly where your business needs it most. Each engagement is designed to cut through the noise and zero in on the areas that matter, whether it’s marketing, sales, operations, or team alignment.
No distractions. No plug-and-play templates. No endless retainers that drain your budget without moving the needle. Just a clear process, actionable systems, and the kind of momentum that feels sustainable, instead of frantic.
Real progress doesn’t come from doing more; it comes from doing what matters, with intention and clarity.
The Think Luce
Signal Sessions
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Marketing Planner
Marketing that actually moves the needle starts here. Spoiler alert: It’s not posting on Instagram!
This session is for you if:
You’re launching something new or rebranding an existing business.
You’ve been “marketing” without much clarity or traction.
You’re not sure how to describe what you offer or who it's really for.
You’ve tried posting on Instagram, but it feels like yelling into the void.
You want a sustainable strategy, not a full-time content job.
What we’ll do in 4 weeks:
Run 120-min of kickoff strategy sessions to uncover your true audience, clarify your offer, and identify current gaps.
Complete a competitive and landscape scan.
Co-develop yourbrand core: your brand promise, tone, and messaging filter.
Map out 2 high-impact marketing channels and 1–2 brand-building channels, tailored to your strengths, offer, and audience.
Deliver a custom marketing plan with a 30-min review call.
Include a midpoint check-inand 14 days of post-sprint support.
Wrap with a final progress call to reflect, adjust, and move forward with confidence.
Core focus areas (we’ll shape these together):
Identify and understand your ideal audience—not just demographics, but mindset and needs.
Refine your brand positioning and promise to stand out in a crowded space.
Shape your brand voice and tone to feel consistent, magnetic, and true.
Choose the right channels and build a rhythm that fits your real life.
Track what matters (and ignore what doesn’t).
What you’ll walk away with:
A marketing plan that tells you where and how to show up, and related tracking metrics and benchmarks
A clear message that resonates with the right people (and repels the wrong ones).
A channel strategy and content rhythm built for real-world capacity
A refreshed sense of direction: less noise, more alignment.
Value:
Save 20+ hours/month by eliminating scattered or ineffective marketing.
Avoid costly missteps in branding, channel selection, or messaging.
Set yourself up for a 3–5x return on this investment in the first 6–12 months.
Build a foundation that can grow with you, instead of rebuilding from scratch later.
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Revenue Forecaster
Your revenue problem isn’t just about sales, it’s about the alignment of your offers to your customers
This session is for you if:
Sales are unpredictable, even though your product or service is strong.
You’re juggling too many offers, or none feel fully dialed in.
You’re underpricing, or pricing by gut, not strategy.
You need your business model to actually reflect your time, desired margin, and true value.
You're unsure how to turn customers into return buyers or long-term clients.
What we’ll do in 4 weeks:
Kick off with 120-minutes of strategy sessions to assess current offers, pricing, positioning, and sales structure.
Conduct a customer alignment review, mapping your actual and ideal customer profiles to their journey and decision points.
Analyze your core sales experience, including your top landing page, offer language, and key conversion points.
Redefine your positioning and offer suite, aligned to margin, value, and customer mindset.
Deliver a revenue plan with pricing guidance, offer positioning, and mapped lifecycle touch-points (acquisition to retention).
Includes a 30-minute review call, midpoint check-in, and 14 days of post-session support for live questions and implementation feedback.
Close with a final call to refine next steps and lock in momentum.
Core focus areas (we’ll shape these together):
Clarify and streamline your core offer suite
Align pricing with value, customer mindset, and margin
Refine your ideal customer profile and sales journey
Audit landing pages and sales experience for alignment and conversion
Map lifecycle touc-hpoints to improve retention and repeat sales
What you’ll walk away with:
A complete revenue plan with:
A clarified primary offer structure and positioning
Right-fit pricing based on market, margin, and value
Refined customer profile + customer lifecycle touch-points
Simple retention strategies that reduce churn and increase loyalty
A streamlined path to consistent income without overextending your resources or overwhelming your audience.
Value:
Reclaim hidden revenue leaks. Most small businesses lose 10–20% of potential income each year due to misaligned offers, unclear positioning, or ineffective pricing
Correct underpricing or over-discounting habits that can reduce overall profit by 15–40%
Improve customer retention and reactivation: even a modest 5% boost in repeat business can increase profitability by 25–95%, depending on your model
Replace scattered sales efforts with a strategic system that supports consistent income, stronger margins, and long-term growth
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Operational Regulator
Fix the processes that slow you down and cost you money, so your business runs smoothly and you can scale without chaos.
This session is for you if:
Scheduling, fulfillment, or staffing feels reactive, messy or like guesswork
Inventory or supply chain issues are tying up too much cash and time
You're buried in the day-to-day, and firefighting is your default mode
You can’t confidently delegate or step back; too much lives in your head
Growth, speed, and profitability is being held back by logistics
What we’ll do in 4 weeks:
Begin with 120-minutes of strategy sessions to audit current systems, workflows, staffing patterns, and key friction points
Identify cost leaks, time drains, and operational gaps that are preventing smooth execution
Build lean operations plan, including: updated workflows, key process improvements, and clarified daily responsibilities across your team
Map out basic SOPs (Standard Operating Procedures) for your most critical workflows (e.g., scheduling, fulfillment, onboarding, or inventory)
Troubleshoot your tech stack: simplify, integrate, or eliminate tools that aren’t delivering value
Includes a 30-minute review call, midpoint check-in, and 14 days of live support to troubleshoot implementation
Close with a wrap-up call to confirm changes are working and define next steps for ongoing efficiency
Core focus areas (we’ll shape these together):
Redesign fulfillment, scheduling, and task workflows for clarity and speed
Streamline inventory and supply chain processes to reduce waste
Simplify your tech stack to eliminate redundant tools and systems
Create a basic capacity plan to prevent overwork and improve team flow
What you’ll walk away with:
A visual workflow map and simplified SOPs for daily operations
Clearer roles and responsibilities to reduce confusion and micromanagement
An actionable operations plan that cuts waste, saves time, and supports smart delegation
More capacity to lead, less time spent putting out fires
Value:
Reduce operational inefficiencies that quietly cost businesses 10–30% of monthly revenue
Reclaim 5–15+ hours per week of wasted or misused time across your team
Prevent process-related mistakes and delays that lead to lost sales, missed deadlines, or reputational damage
Improve day-to-day efficiency, enabling smoother growth without needing to immediately expand headcount or overhead
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Team Builder
Build team systems that attract the right hires, keep employees engaged, and prepare your business to grow without internal drama.
This session is for you if:
You’re struggling to hire or keep quality people
Roles and responsibilities aren’t clearly defined or followed
Leadership bottlenecks are slowing decision-making and execution
Communication issues are creating friction or confusion
You’re growing but your systems and resources aren’t keeping up
What we’ll do in 4 weeks:
Kick off with 120-minutes of strategy sessions to assess your current team structure, hiring practices, and leadership challenges
Review your org chart (or create one) and identify role gaps, misalignments, and performance breakdowns
Map out a clear team operations plan, including: defined roles, updated job descriptions, basic performance expectations, and communication norms
Audit your hiring and onboarding process, and make improvements to candidate selection, training, and retention
Provide a review of internal documentation (or help create it) including role profiles, reporting lines, and team-wide communication rhythms
Deliver a 30-minute implementation review call + midpoint check-in to refine and course-correct
Include 14 days of live post-sprint support for questions, adjustments, or urgent decisions
Wrap with a final call to lock in progress and define what systems to maintain or scale next
Core focus areas (we’ll shape these together):
Clarify roles, responsibilities, and reporting lines
Strengthen hiring and onboarding systems
Develop internal communication and accountability systems
Improve retention through better leadership and feedback loops
Reduce liability by ensuring baseline HR compliance
What you’ll walk away with:
A streamlined team structure with clarified roles and responsibilities
Updated job descriptions and baseline performance expectations
A practical internal communication system to reduce confusion and increase accountability
Tools to improve hiring, onboarding, and team retention
Confidence that your team systems can support growth without chaos
Value:
Reduce $3K–$7K in turnover costs per hire by improving fit and retention
Improve team morale and prevent burnout during growth phases
Minimize compliance risks that could lead to costly fines or legal issues
Save time and money by eliminating leadership bottlenecks and operational inefficiencies
Why Coffee Companies Choose Think Luce
Because coffee isn’t just a product; it’s a culture, a mission, a way of connecting people to something bigger than a cup. The most successful coffee brands know this: they’re built on values as much as product quality, on relationships as much as revenue.
That’s why our work aligns so naturally with yours. At Think Luce, we believe clarity and connection are the twin engines of sustainable growth. When your purpose threads through your marketing, your operations, your team, and your sales strategy, something extraordinary happens: efficiency feels effortless, decisions get easier, and your brand becomes magnetic.
This isn’t about squeezing your soul into someone else’s system. It’s about designing strategy that amplifies what makes your brand matter, so your mission fuels momentum, and your story becomes the spark that makes magic happen.
Your Guides on the Path
We’re not here to hand you strategies that are impossible to implement or bury you in jargon. We’re Zac and Lindsey, a pair of consultants who believe coffee businesses are sacred spaces for culture and community. Together, we’ve helped brands scale without losing what makes them special.
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Co-Founder + GuideThe Builder & Bridge: Systems thinker and culture architect. Lindsey knows how to turn complex operations into elegant, sustainable flows and build teams that feel like family, not friction.
For over 20 years, Lindsey has lived and breathed specialty coffee. From bustling markets like Boston, NYC, Austin, and Houston to the quiet corners of rural New York and Texas, she’s worn nearly every hat: retail manager, operations architect, production lead, and trainer. Her foundation was shaped under the mentorship of key figures within the Specialty Coffee Association (SCA), giving her a rare depth of perspective, both on the bar and behind the business.
Her path wasn’t just about brewing perfect shots, it was about building sustainable systems. Lindsey eventually launched her own specialty coffee brand, grew it into a thriving business, and successfully exited, carrying forward the lessons of resilience and soul-aligned strategy.
Beyond coffee, Lindsey expanded her expertise into the tech space, where she spearheaded marketing strategy and team development for a company serving independent coffee shops nationwide. From there, she evolved her work into consulting and fractional leadership roles, acting as CMO and COO for businesses across diverse industries, including e-commerce, alternative wellness, retail, manufacturing, digital creators, and non-profits. Her focus: aligning brand positioning, marketing strategy, and operational systems to create growth that feels both sustainable and soul-aligned.
Today, Lindsey brings this dual lens: deep coffee industry knowledge and strategic marketing mastery, helping founders bridge the gap between purpose and profit. She’s an expert in brand positioning, lead generation, sustainable growth, and building systems that tie everything together, so growth feels not just possible, but sustainable.
And at her core, Lindsey is a writer; a storyteller who believes that words can shape worlds. Whether she’s crafting a brand narrative or working on a book, she uses language as a tool for clarity, connection, and intentional self expression.
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Co-Founder + GuideThe Compass & Catalyst: Big-picture strategist with a gift for spotting patterns others miss. Zac leads with clarity, vision, and financial sense, helping coffee founders design businesses that thrive without chaos.
Before the bagels, before the brand collaborations, Zac was already deep in the work of guiding businesses. For more than 15 years, he’s partnered with founders and small teams to diagnose misalignment, restructure offers, and design growth strategies that feel human and sustainable. His expertise spansleadership development, financial modeling, systems strategy, and offer design, giving him the ability to spot patterns others miss and turn chaos into clarity.
Later, Zac brought his strategic lens to the world of specialty food, building a bagel brand that thrived through partnerships with coffee shops, where he learned firsthand how to scale without stripping soul from the story. That experience sharpened his ability to merge purpose with profit and taught him what it really takes to make small businesses resilient.
And if you ask him what lights him up? Music. Zac is a singer-songwriter at heart, a lifelong creative who knows that the real work of business isn’t just numbers and systems; it’s soul and story. That’s why his approach is as much about listening as it is about leading.
Clients know Zac as the strategist who asks the right questions: the ones that open doors you didn’t know existed.
Have Questions?
Want to talk more about how we can work together? Have a different or bigger project? Let’s hear it!