Fire Grounds Coffee

Dallas, Texas Food & Beverage

$230,250
of target $50,220 - $1,000,215

458.5% funded

to go

Company Highlights:

Currently distributing to 100 Brookshires with 2 SKUS across Texas, Louisiana, and Arkansas, 340 Walmarts with 4 SKUS across Texas
In the Dallas Fort Worth area, and Over 50 individual wholesale accounts across the country
Selling on Amazon.com and www.firegroundscoffeecompany.com
Over 24 coffee products including retail-ready 1lb bags and 24ct coffee pods
Acquisition of a firefighter-owned and operated apparel company to design and run the apparel side of sales.
Caffeinate-a-Station. A unique program that partners businesses and Fire Grounds Coffee Co together to support their local fire or police departments.
Fire Grounds Coffee Co roasts and delivers coffee to the fire or police stations of the sponsor's choice. The first responders receive information about their sponsors and know they are appreciated by their local community.
New Ready To Drink Coffee Co-Manufacturer is 50% less expensive than any other manufacturer and can produce 1.6 Billion cans a year. They also manufacture their own aluminum cans, flavors, and ingredients which eliminates all choke points in the beverage manufacturing process.
Awaiting a bid award for licensing deal through Faber Intl for a 500 sqft inline coffee shop in the DFW International airport in Terminal E
Fire Grounds has brought on a former PepsiCo Executive with over +40 years of beverage and DSD experience. Rick Peterson has been the national sales manager for PepsiCo, president of Coffee and Tea at Sara Lee, and the Vice President Sales & Marketing at Steak and Shake. Rick has also successfully started and exited 5 CPG brands.
Future development for franchising/licensing coffee shop concepts with a major franchisor company

About Fire Grounds Coffee

Fire Grounds Coffee Company is a startup based in Dallas, Texas, specializing in roasting premium coffee. Established as a Texas Multi-Member LLC by founder Paul Clarke, the company is committed to producing high-quality coffee and merchandise that appeals to first responders, veterans, and individuals who respect these professions. Fire Grounds Coffee Company seeks to grow its brand by tapping into a niche, loyal market of first responders and their supporters.

Keys to Success

Fire Grounds Coffee Company has identified three critical factors for success:

Develop the finest product: Consistently offering high-quality, premium coffee sourced from the best beans.
Create outstanding merchandise and apparel: Expanding the brand’s reach through compelling and high-quality branded products.
Employ strict financial controls: Maintaining strong financial discipline to ensure profitability and sustainable growth.

Our Story

The idea came at 2 o'clock in the morning with sirens roaring and lights flashing as they arrived at a call riding the ambulance. It was the thirteenth call of the night, there was no sleep in sight, and only mediocre coffee waiting for them back at the station. They poised themselves for action and then someone interjected, “Someone should start a coffee company for first responders." His colleague quickly agreed, they unloaded and went onto their patient, and that was the end of the discussion.

The idea followed founder, Paul Clarke, to Iraq where he deployed in 2018 for 9 months. While serving overseas, he met fellow-minded service members who wanted to help make his idea a reality. Brainstorming the business soon became one of their favorite pastimes. Over a year later, Fire Grounds Coffee Co. was officially established. Through the help of his best friend, dad, a fellow Marine Captain, and two Air Force Captains, he was able to gain the funding he needed to provide delicious, fresh coffee to first responders and friends.

Paul is a father, Dallas Firefighter, and Paramedic, a previous Officer in the Marine Corps Reserves, and an Iraq Veteran. Paul started Fire Grounds Coffee Co. because he wanted first responders to enjoy quality coffee and give back to a group of men and women he is proud to represent. The dream is becoming a reality and he is ready to deliver a product to everyone that represents his passion and commitment.

What's our mission or purpose?
As a first responder and veteran company, we want to celebrate the first responder mission and culture of helping others selflessly. We do that by roasting fresh coffee and offering apparel that first responders can take pride in. To us, a first responder is someone who is on the front lines when a disaster strikes, whether personal, local, or national. Police, Firefighters, EMTs, and even emergency medical staff, they're all there for the communities when things go wrong. We need to recognize these heroes and unite under one cause, of helping others. We also recognize that being a first responder takes a toll on everyone's mental health. That's why we partner with national mental health non-profits to make sure every first responder has access to counseling, mental health resources, and suicide prevention.

Where do the coffee beans come from?
Colombia and Brazil.

Target Market

Fire Grounds Coffee Company has chosen to focus on three distinct customer segments: first responders, local grocery stores/coffee shops, and pro-first responder businesses. While the broader coffee industry has seen stagnation, the high-end gourmet coffee segment continues to grow, driven by increasing consumer sophistication. Fire Grounds Coffee will stand out by offering premium-quality coffee, emphasizing product quality over convenience or low prices, which is the primary focus of many competitors.

Market Segments

Fire Grounds Coffee Company has segmented its target market into four key groups:

First Responders: Firefighters, police officers, and EMTs make up the company’s core customer base. This group is loyal and influential, with 17,457 potential customers in the Dallas-Fort Worth (DFW) area. They are expected to drive word-of-mouth marketing, especially through social media, as they share their experiences with Fire Grounds Coffee at work.
Local Grocery Stores and Coffee Shops: The company targets regional grocery stores such as HEB, Sprouts, Whole Foods, and independent shops that value locally sourced, high-quality products. These outlets cater to affluent young professionals who prioritize premium products and appreciate supporting a brand with a compelling story.
Pro-First Responder Businesses: Companies that are aligned with the values of supporting first responders are an ideal target for offering Fire Grounds Coffee to their employees. This customer base is likely to purchase in bulk and consistently, allowing Fire Grounds Coffee to establish steady B2B sales.
Veterans, CrossFit Enthusiasts, Nurses, and Related Groups: This large segment includes 398,358 potential customers in the DFW area, growing at 7-8% annually. These customers either work closely with first responders or admire their work. They are attracted to the brand because it supports first responders and contributes to charitable groups that benefit these communities.

US Coffee Industry Analysis:

Global Coffee Market: Coffee is the second-largest commodity traded after oil, with the worldwide retail coffee market being a $56 billion industry.

The coffee belt is roughly bounded by the Tropics of Cancer and Capricorn and is mainly comprised of 28 countries. The top-ten coffee-producing countries are, in descending order: Brazil, Vietnam, Columbia, Indonesia, Mexico, Ethiopia, India, Guatemala, Ivory Coast, and Uganda.

During the 1990's, Vietnam moved from fourth largest to second largest producer of coffee in the world, with most of its production in robusta beans (Low Quality). Coffee is available in several forms: bean, ground, liquid, and soluble: powdered, granules, freeze-dried. Worldwide, with the exception of North America, people prefer instant coffee and coffee is mainly prepared at home. Fire Grounds Coffee Company will source from the country of Colombia, the bean grade will be Q grade 80.75 (Medium to High Quality).

Top 15 coffee-importing countries as a % of world supplies:

U.S. Coffee Market: The total U.S. coffee market is projection:

Strategy and Implementation
Fire Grounds Coffee Company will capitalize on its premium product and strong branding to rapidly gain market share. The company’s strategy hinges on three key elements:

Premium Product: By offering the highest-quality coffee, Fire Grounds Coffee aims to establish a strong reputation and customer loyalty. The quality of the product will be the company’s primary differentiator.

Branding and Merchandise: The company will create a strong brand identity through its merchandise and social media presence, highlighting its connection to first responders. Branded apparel and other merchandise will play a significant role in spreading brand awareness.

Customer Engagement: Fire Grounds Coffee will actively engage its customers through social media and personalized customer service. This will help turn first-time buyers into repeat customers, emphasizing the product’s quality and the company’s mission.

Sales Strategy

Fire Grounds Coffee's sales strategy is designed to convert prospects into long-term customers by highlighting the superior quality of its products and offering top-tier customer service. Key elements include:

Direct Sales: The company will primarily focus on direct-to-consumer sales through its website and social media channels, making it easy for customers to purchase coffee online.

Wholesale and B2B Sales: In addition to direct sales, Fire Grounds Coffee will establish relationships with local grocery stores, coffee shops, and businesses to distribute its products more widely. Bulk sales to pro-first responder businesses will provide a steady revenue stream.

Social Media Marketing: The company will use social media as a tool to build a community of loyal followers, especially among first responders, veterans, and fitness enthusiasts. Regular posts featuring first responders enjoying Fire Grounds Coffee will create a strong connection between the brand and its target customers.

Competitive Edge

Fire Grounds Coffee Company’s primary competitive advantage lies in its combination of superior product quality and its strong connection to the first responder community. Unlike competitors that focus on mass production or convenience, Fire Grounds Coffee emphasizes craftsmanship and consistency. This competitive edge is rooted in several key factors:

Premium Coffee: Fire Grounds Coffee sources Q-grade 80.75 beans from Colombia, ensuring that every batch meets high standards for taste and quality. Coffee is a commodity, and while many competitors may use similar beans, the company’s roasting process, overseen by master roaster Mimo Morreale, elevates the flavor and freshness of the product.
Exclusive Merchandise: Fire Grounds Coffee creates high-quality merchandise that strengthens its brand identity. The company’s apparel and branded products are designed to resonate with first responders and their supporters, giving customers a tangible connection to the brand and its mission. Merchandise sales also provide an additional revenue stream.
Social Mission: By actively supporting the first responder community, Fire Grounds Coffee creates a loyal customer base that feels a personal connection to the brand. The company’s commitment to giving back to firefighters, police officers, and EMTs sets it apart from other coffee companies and strengthens customer loyalty.

Operation Plan
The operations plan for Fire Grounds Coffee is focused on scaling production while maintaining strict quality controls. Key operational elements include:

Production Facilities: Fire Grounds Coffee operates a roasting facility in Dallas, Texas, equipped with high-quality roasting equipment that allows for consistent production of premium coffee. The company plans to invest in additional equipment to increase production capacity as demand grows.
Supply Chain Management: The company sources its coffee beans directly from Colombia, ensuring a steady supply of high-quality green coffee beans. By maintaining strong relationships with suppliers, Fire Grounds Coffee can ensure timely delivery and consistent quality.
Distribution: Fire Grounds Coffee will manage distribution both through direct-to-consumer sales via its website and social media, as well as through wholesale partnerships with local grocery stores, coffee shops, and businesses. The company will also explore partnerships with third-party logistics providers to streamline order fulfillment and ensure timely delivery.
Inventory Management: The company has significantly increased its inventory levels to prepare for future sales growth, as evidenced by its current inventory in hand of $222,751 as of 2023. Proper inventory management will be critical to avoid stockouts while minimizing excess inventory costs.
Human Resources: Fire Grounds Coffee will employ a small but dedicated team to handle production, customer service, and marketing. As the company grows, it will invest in additional personnel to support increased demand and expanded operations.

Fire‌ ‌Grounds‌ Coffee‌ ‌Co Management

Paul Clarke
CEO

Business development, accounting, sales, culture of the company, design and roasting. Decisions ultimately will be made in matters of major purchases, business legal matters, finances, accounting practices, packaging, T-Shirts, Logos, Website, Photography, and all artwork associated with the company.

Kyle Lund
President

Subject matter expert on packaging, logistics, business practices, and manufacturing efficiency. He will initially work as the warehouse manager until one is hired. Will collaborate on matters of major purchases, business legal matters, finances, and accounting practices.