In this ongoing series, we're sharing tips, advice, and insights from real entrepreneurs who are out there doing business battle on a daily basis. (Responses have been edited and condensed for clarity.)
You are Castro is the founder of Dose of coffee, an eclectic coffee shop with five locations in Orange County, California. Read on to learn how she built a brand that offers an experience like no other coffee shop on earth.
How did you get into the coffee business?
I am a serial entrepreneur. I started Dose of coffee six years ago after the franchise of my previous company. It was a tanning and waxing brand, so I always joke that I went from vagina to coffee. I am a master connector and was trying to connect various small coffee operators in my area to connect with my friend who was opening a hair salon. I thought it would be a great coffee and hair concept. Well, that didn't work and I couldn't find anyone interested in taking on an 85 square meter coffee bar, so I thought, well, I can brand anything and sell anything, so let's try coffee! And so Coffee Dose was born. I had no experience in the coffee business at all. But as the serial entrepreneur does, I figured it out. Fast forward to today and we have five locations and are gearing up to hit our next phase of growth and are looking for a major strategic partner.
What is different from a dose of coffee?
And we are a very fun coffee brand. Our Original Latte is called the Anti Whore Serum. Our flagship has what we call the “restaurant experience.” Walk in and it's this pink and brown look. Everything is made fresh daily and many of our lattes have health benefits like turmeric, collagen and charcoal. We call ourselves vibe dealers because we're basically drug dealers. We're giving the community drugs all day long. We have people coming back for multiple drinks in a day, and I didn't want people to just consume a bunch of drinks like the ones currently on the market. HOW Starbucks, imagine drinking that twice a day, seven days a week? It will kill you. So I wanted to make really good coffee with really good ingredients and serve delicious food in a fun space. Honestly, it's just a dirty atmosphere.
Photo: Mike Carreiro
Did you have “real jobs” before going the entrepreneur route?
I've basically been an entrepreneur my whole life. I mean, I've worked for people, but I've been fired from almost every job. I worked for George Biel, who owns all the Gulfstream and Hillstone restaurants. I was always trying to rework the way they managed staff. I worked there for seven years and they let me go because, frankly, they just got tired of talking to me. And so I always dreamed of doing my own thing. I really want to Marking — taking something that might be very simple or something we use every day and putting a spin on it that makes it special.
What are some of the challenges of starting your own coffee shop brand?
We are very disrespected in the coffee industry. And that's okay! The coffee community is very small and male dominated. It is staffed by operators who are die-hard baristas – they know every aspect of every piece of equipment and travel to meet the master farmers growing their beans. I'd love to do that one day, but right now I'm focused on getting people through the door. So to do that, I knew we had to be extraordinary. I would hate to go out and have people say oh, well, you know, she's not brown and her food is smothered. So I had to go a step further and just blow it out of the water. Our food and drinks are amazing and when you order your eggs and toast they come on a plate that says “Damn the breakfasts”.
What is your outlook for this phase of growth?
I'm so excited to find the perfect partner because I love these everywhere. It's going to be a global brand and I feel like I'm just getting started, but I've been working abroad for the last six years. Someone once said that it takes 10 years to become an overnight success, and I feel like I'm living that. I would like to own and operate as many stores as I can for as long as I can. We've already talked to some very prominent VCs to lay out the path for what a rollout looks like, but it's hard to talk about that either because I'm having so much fun right now.
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Any advice for entrepreneurs facing tough decisions?
When it comes to decision making, I'm like the Magic Eight Ball. Just shake it, see what the answer is and go for it. I like to take risks. I'm a risk taker. I am a big dreamer. I'm also a manifester and I believe in all that crazy shit. If you think it, it will happen. If only I believe my own nonsense, I don't know. But it works for me. My husband thinks I'm crazy – I'm always sending him inspirational podcasts and quotes from books. But I think for real entrepreneurs, we all live in that space, right?
Have you had any influential mentors along the way?
One of my biggest mentors is Allie Webb, founder of Drybar. She has been a really great friend and mentor. She is a visionary founder who believes that as long as you put the right people in place, you can grow and run a successful company. It's so refreshing to talk to someone who has been through this. She has worn many hats and came from nothing – she just had an amazing idea. I like to surround myself with people like that.
Photo: Jordan Shiley
What are some of your passions outside the walls of your coffee shop?
I am a mother of two children. I have a five and a seven year old there. They are super fun. I am a professional eater and a professional caterer. I love to travel and it helps keep me motivated. I could work 18 hour days for months as long as I know a trip is on the horizon. If the trip is planned, I'm fine. Oh, and I listen murder podcasts. Last night I was at the flagship store, installing something late at night. It was dark and I'm listening to the details of a horrible death and I'm like, 'What am I doing? This is terrible!' I think I like the abuse. Working on caffeine and listening to killer podcasts is not a recipe for good sleep.