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Tastify Shared Document

Tastify 101

3 main value propositions

1. Digital coffee cupping tool
2. Coffee cupping database management tool
3. Visual reports and marketing collateral generator
(FUTURE) 4. Coffee cupping online educational course

Tastify is an award-winning coffee cupping and database management app built for
producers and exporters to green-buyers and home-roasters. We aspire to build a
platform to fully streamline communication between producers and consumers in the
coffee industry - and thus to facilitate more transparent and equitable coffee
transactions. Available in English, Spanish, Portuguese, French, Mandarin (Simplified),
Japanese, Korean and Bahasa.

Tastify allows a user to document the taste experience of a coffee in real time, in a
visual-friendly way for easy reference in the future. The user then effectively notates a
wide variety of different descriptors as they move through the cupping experience, and
can add new descriptors along the way. As the user cups through different coffees,
Tastify records each coffee in its database, and these data points can be brought up
and referred to in a number of different manners. Tastify also comes with a guest user
function where you can invite friends, clients or team members to join your cupping
session for free.

Tastify also helps users to look for a particular flavor profile and can search their
database by creating a custom set of flavor characteristics, and coffees that fit the
profile they create will populate the screen. Furthermore, with a sufficient set of data
points, our users could use this data as a powerful tool to communicate trends or
comparison in quality and productivity to their partners at all chains in the industry, from
farmers to roaster clients.

Finally, Tastify can help you generate visually engaging reports and coffee score graphs
or spider-webs. It can be used for client marketing collaterals, product presentation or
simply to communicate between team members.

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USER PERSONA

Persona 1: QC at Exporter/Producer
Yimaro, 32 years, the Q-grader and Quality Specialist at a new, emerging
coffee exporters/producers/co-operatives.

Yimaro is a certified Q-Grader who is actively engaged in

the development of Yunnan's emerging specialty coffee
market. He also holds numerous other coffee certifications
from the SCA. During normal working hours, he would be
receiving samples from producers and giving
recommendations to Yunnan’s coffee buyers.

He organizes all aspects of coffee quality and sampling

programs in the office– sample ordering, receipt, green
coffee physical analysis, sample roasting, cupping,
cleanup, maintenance of equipment, sample inventory,
documenting, record-keeping, providing buying and selling teams with accurate and timely coffee
quality information.

Yimaro’ main role is to help sales make purchasing decisions of green coffee through quantitative
analysis of samples received. He is also supporting his co-founder, Emma, in important prospective
buyer (large roasters or importers) meetings to explain their coffee offerings.

Positioning statement: For Q-graders at specialty coffee exporters/roasters who need to manage
their cupping scores and database effectively, Tastify is a cupping management application that
empowers users to store cupping results digitally, to run multi-user or guest virtual cupping sessions
and to create predictive analysis of cupping from past history. Unlike Cropster, Tastify is more
affordable and user friendly as well as comes with 10+ languages, which allows users from various
geolocations to develop, share and calibrate unifying taste and descriptor vocabularies.

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Persona 2: Sales Director at Exporter/Producer

Joshua, 45 yrs, the Global Sales Director at a new, emerging coffee
exporter/producers/co-operatives.

Joshua is a 45 years old sales director at Yunnan Coffee Trader,

an emerging coffee exporter based in China. He builds
relationships with importers around the world and is striving to
provide the best service possible to importers. He works
collaboratively with the Head of Coffee at Yunnan Coffee
Exchange to ensure validity of available lots and sometimes cups
together with his team when he is in the office. He holds weekly
meetings with his coffee team also to check in the cupping results
of new available lots.

Joshua regularly reviews YCT coffee availability database and

reviews historical performance data of producers to ensure he
selects the best lot available for the importers he’s working with. During off-season, he would actively
market the coffee and needs data-driven marketing materials to gain his customers’ trust.

He regularly attends trade shows, producer meetings and coffee events to promote his coffee.
Additionally he works closely with producers from other regions nearby (Vietnam, Laos, Thailand) to
help them promote their coffee.

Positioning statement: For Global Sales Director at specialty coffee exporters/co-operatives who
need to manage their cupping scores and database effectively, Tastify is a cupping management
application that empowers users to sort cupping results digitally, to analyze historical cupping data
from lots and to generate marketing collaterals. Unlike Cropster, Tastify is more affordable and useful
even during the off-harvest season.

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Problems:
1. App usage - We no longer need to use the app between June and December. Can we
just “turn off” our subscription now?
2. Onboarding & app navigation. It takes multiple ‘clicks’ to navigate to and from the
different locations (especially when going back and forth on cupping reports). It’s also
not very intuitive. We often have to think about how to go from A to B to get C data from
existing reports each time we use it because it's just not obvious or simple.
3. Custom searches are essential. For example, if I want to look at all reports from farm X,
I can’t do that. Similarly, all coffees at MASL X; all coffees from producer X; rank coffees
by score, profile, etc. This is an area where Tastify is significantly lacking. Building a
more robust tagging and search function would be really helpful.
4. Export/sharing - if I get a request for “naturals cupping at 85+” I have to manually go
through each report and download each report - its so cumbersome as to be simply not
worth it. We manage this office on excel - which kind of defeats the purpose of using the
app. The app should be turnkey as much as possible - so its the only software I need to
use for managing samples, from a producer (labelling, organisation), results (scoring,
organisation), and buyer perspective (organisation, export).
5. Folders and file organisation. Over time, 1000s of cupping reports will build up for us
on Tastify. Having to scroll through the list of 40+ coffees is already very cumbersome.
Tastify needs a way to organise coffees in addition to a mere list of all the cupping
reports. While this may be one “view” being able to sort coffees in “farms”, “regions”,
“harvest years” etc also really needed.

Comments:
While the app is a lot more affordable than Cropster - it quickly began to feel like “we're getting
what we paid for” - meaning, lets save up so we can move across to Cropster asap :) LOL I
don't mean this in an offensive way, but I'd love to feel like - Tastify is so much better value than
Cropster, glad we use Tastify.
- Cropster is $3.5k per year and does not allow us to turn off during off season
- We don’t need 90% of the app

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Persona 3: Dan, 30 yrs, owner at Slack Bag Coffee, a small, new nano
roasters

Dan fell in love with coffee while working as a barista to pay his way through
college. After graduating from Texas A&M, he moved to Austin to intern with
a roaster, and sell those coffee beans to grocery stores and cafes.

Four years later, Dan began scouring the globe in search of the world’s best
green coffee beans. During the next eight years, he built relationships with
coffee farmers who pay their workers fairly. As he returned to the same
farms harvest after harvest, Dan saw - and tasted - the benefit of these long-term relationships.
On the farms that pay workers more, the workers pay more attention to the coffee beans, which
ultimately leads to the best coffee.

In 2017, Dan returned to his roots in coffee sales, taking a job at a roaster in San Francisco, as
well as judging the World Barista Championship. But he missed green coffee buying so much,
he founded Slack Bag in 2019 as a side hustle. And when Covid hit the next year, it became his
main hustle (well, one of several main hustles).

Positioning statement: For small nano roaster owners who look for database and cupping
management software, Tastify is the perfect solution. Tastify allows users to store cupping databases
online, teaches them how to cup coffee and allows them to create visual contents for their marketing
collateral. Unlike Cropster (who charge $3000/year coffee software), Tastify is a more affordable and
fitting option.

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Persona 4: Daniel, SCA and CQI teachers at Bootcoffee

Daniel is a coffee quality control professional with many years of

experience and successes as a president of Slack Bag Coffee which
was founded in 2020. He also supports Willem Boot and works in
Bootcoffee as part-time educators teaching green coffee courses and
q-grader courses. He served as a judge in various world class
competitions, and as an instructor, and also served as SCA AST since
2011.

Nick currently teaches four times per quarter at Boot Coffee with an
average class size of 5-10 people. Since he works with many first-time
coffee professionals, he found cupping to be the hardest skill to teach.
Many newcomers were intimidated by cupping and were afraid to share wrong information to the
larger group.

Positioning statement: For SCA/CQI educators who teach cupping to newcomers, Tastify is a coffee
cupping software that allows users to visually describe tasting notes and discuss cupping results
through visual means. Unlike Cropster, Tastify is more affordable, collaborative and visually
engaging.

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Tastify User Stories

Persona EPIC Child User stories

I want to create a combined report of multiple
coffees/lots so I can show my customers various
Sales Director at options under same criteria (farmer, region,
Coffee Exporter Report Function processing type, altitude, variety & harvest year)
I want to create a combined report of same
coffee from different harvest year so I can show
Sales Director at my customers the consistency or improvement
Coffee Exporter Report Function of this lot
I want to show which tasting notes correlate to
Sales Director at aroma so I can distinguish it from the flavor
Coffee Exporter Report Function tasting notes
Marketing
Sales Director at Collateral I want to add my own notes to Tastify report so I
Coffee Exporter Function can customize it from one customer to another
Marketing I want to add my own farmer/terroir photos to
Sales Director at Collateral Tastify report so my customers can be more
Coffee Exporter Function connected to the coffees
I want to create 1-pager offer list of coffee under
Marketing same criteria (farmer, region, processing type,
Sales Director at Collateral 1-pager Offer altitude, variety & harvest year) to be sent to my
Coffee Exporter Function list customers on a monthly basis
Marketing
Sales Director at Collateral I want to export in .png file just the Tastify wheel
Coffee Exporter Function so I can add it to my website and/or instagram
Sales Director at I want to have a navigation sidebar so I can go
Coffee Exporter App UI/UX Navigation bar from one page or section to another easily
Customized I want to have the ability to set the number of
Sales Director at number of samples shown on my page so I can easily see
Coffee Exporter App UI/UX samples large data sets
I want to export various sample data under one
criteria (farmer, region, processing type, altitude,
Sales Director at variety & harvest year) to xlsx file to be analyzed
Coffee Exporter Export Function further in excel
I want to pick and choose which data from one
Sales Director at sample I can export to excel to be analyzed
Coffee Exporter Export Function further
Sales Director at I want to have a faster app speed so I can
Coffee Exporter App UI/UX quickly move between pages

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Sales Director at I want to have a native app so I can use it when

Coffee Exporter App UI/UX in remote areas
I want to have a better overall UX experience
Sales Director at like todoist for the app so I feel its following the
Coffee Exporter App UI/UX trend
I want to run comparison analysis of my
Sort and database comparing lot of score over different
Sales Director at Compare farmer, region, processing type, altitude, variety
Coffee Exporter Function & harvest year
Sort and
Sales Director at Compare I want to run data analysis of annual coffee
Coffee Exporter Function score growth
I want to have better cleaner sample
Sales Director at management and sorting UX so I can easily sort
Coffee Exporter App UI/UX data
Sort and
Sales Director at Compare I want to show 10,20,50 samples in 1 page so I
Coffee Exporter Function can easily look at large data set
Sort and
Compare I want to compile data of student cupping
SCA Educator Function quickly and export it in excel
I want to compile data of be able to input data
Cupping into a digital paper SCA form that I'm more
SCA Educator Function familiar with
I want to create a flavor wheel without cupping
to help me guide a class discussion with
SCA Educator Report Function newcomers
Sort and I want to find similar coffees that can be used for
Compare my blend replacement so my work can be more
Nanoroaster Function efficient
Sort and I want access to my source database so I can
Compare learn profiles of coffee that I haven’t cupped yet
Nanoroaster Function to help me choose my next purchase
I want to be able to export and import data from
Sales Director at Cupping Excel to Tastify so I don’t have to manually type
Coffee Exporter Function them in.
Marketing I want to have the ability to export cupping
Sales Director at Collateral reports to PDF format so I can share it with my
Coffee Exporter Function sales team who don’t have Tastify access
Cupping I want to see cupping form in one page so it's
Head of QC Function more intuitive
Head of QC Cupping I want to have the exact same cupping form

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Function layout like the paper-based form so I can cup

faster
Cupping I want to easily add custom notes to my cupping
Head of QC Function report analysis before I send it to my sales team
Cupping I want to easily export my excel data to tastify
Head of QC Function database
Cupping I want to have a faster app speed so I can
Head of QC Function quickly move between samples
I want to receive recommendation and
Cupping comparison notes from last year's harvest of the
Head of QC Function same lot

Interview Questions
1. What’s your role in your company?
2. Tell me about being a [role] at your company?
3. Can you share the top 3 things you had to complete last week?
a. Tell me how you work with your team members?
4. What’s important to you?
a. How do you determine success in your role?
5. Can you tell me the workflow of your sample management and record-keeping process?
How do you determine success? How often do you do it? Whom do you interact with?
6. Can you tell me the workflow of your cupping process? How do you determine success?
How often do you do it? Whom do you interact with?
7. Tell me about the top 5 hardest things about managing cupping databases?
8. Tell me how many cuppings you did last week?
9. Who else was involved in getting that job done?
a. How did you all interact?
10. Tell me where and how do you store your database of cupping?
11. Tell me how you export reports of cupping?
a. Why would you need to do so?
12. Tell me how you share reports of cupping to your colleagues?
13. Tell me how do you search for old cupping data?
14. Tell me why don’t you use the Cropster Cup?
a. Why do you still use Tastify?
b. What are we specifically doing that’s better?
15. How much would you have to pay for the Cropster Cup?

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APPENDIX

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Persona 5 (FUTURE): Corazon the Q-grader and Quality Specialist at a

national coffee roaster.
Corazon is a certified Q-Grader and QC specialist at a national coffee
roaster. She receives landed samples from the company’s suppliers
(producers or importers). She roasts and cups these samples to
measure (or match) their quality according to her company’s needs.

She also works together with the company’s green buyers to make lot
purchase decisions for new offer samples that come from their
suppliers. During the afternoon production session, she would check
in with the production/roasting team to make sure the coffee she
helped purchase was roasted nicely.

On her day-to-day, she organizes, executes and records data from daily cupping sessions. She
would start with grading green/physical look and then cup them to check its score and tasting notes.
She then follows up with the producers and importers associated with the sample, and sends the
report with her sensory feedback. She would also join a weekly meeting with the green buyer and
production team to discuss lot positions.

Positioning statement: For Q-graders at specialty coffee roasters who need to manage their cupping
scores and database effectively, Tastify is a digital cupping tool that allows users to store cupping
data digitally, sort historical cupping results and to run multi-user and guest virtual cupping sessions.
Unlike Cropster, Tastify is more affordable, user friendly and visually engaging.

User stories

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Persona 6 (FUTURE): Jamie the Green Buyer at a national coffee roaster.

Jamie is a green coffee buyer at a national coffee roaster. She manages

the green coffee program to meet the roaster’s high quality standards.
She also oversees the green coffee position to ensure product
availability and seasonality. She also develops blends, sets roasting
standards and establishes production team SOPs. She also executes
marketing and education programs to both internal and external
audiences.

She uses a lot of spreadsheets to review historical lot performance and

organizes position meetings to discuss the performance of coffees. She
is also responsible for tightly managing inventories, spreads and COGS. She maintains regular
communication with coffee importers as well as some producers her company has developed
relationships with. She attends specialty coffee trade shows regularly and makes origin trips to
producers whom she has worked with for a number of years.

She is often on the road, communicates with her team virtually and cups coffee at origins/trade
shows. When she is back at her office, she would ensure to spend some time cupping coffee with
her quality and/or production team members.

Positioning statement: For green buyers at specialty coffee roasters who need to ensure effective
and tight coffee lot positions, Tastify is a coffee database management software that allows users to
analyze trends of historical cupping results, compare lots and work collaboratively with the
production/qc team. Unlike Cropster, Tastify is more affordable, collaborative and visually engaging.

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Persona 7 (FUTURE): Ivan, SCA and CQI students

Ivan is an engineer who looks for new opportunities in specialty coffee world. He is
currently taking a Q-grader course as suggested by his mentor but he found coffee
cupping to be a very intimidating exercise.

Positioning statement: For aspiring Q-graders who need to learn how to cup coffee,
Tastify is a digital cupping tool that allows users to visually select flavor profiles and
to create visual reports of cupping results. Unlike Cropster, Tastify is more
affordable, collaborative and visually engaging.

User stories

EPIC1: Only cups during classes and don’t need license all year long -> Need monthly pass

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Persona 8 (FUTURE): Andrew, Cup of Excellence host

Ivan is an engineer who looks for new opportunities in specialty coffee world. He is
currently taking a Q-grader course as suggested by his mentor but he found coffee
cupping to be a very intimidating exercise.

User stories

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