🌱 How to Find the Real Problems in Your Coffee Business

27 January, 2026
Stefanny Ariza

As entrepreneurs, we often find ourselves feeling stuck. We see our business isn’t performing as we hoped. Revenue isn't enough to scale, and growth feels just out of reach. Naturally, we think we understand why.

The most common explanation? A lack of resources. Not enough cash. Not enough time. Not enough people. Not enough expertise. And yes — entrepreneurship is hard, and we can’t do everything by ourselves.

But here’s a powerful reminder: even large corporations, with all the resources in the world, still fail at business development projects. So… what’s really going on?

💡 Start with Purpose — Not Just Resources

In many cases, the root problem is not what we lack — but how deeply we understand our business and its true purpose. Simplifying challenges down to “we need more money” is often too shallow. Instead, ask yourself:

What is the key resource driving my business?
What is truly failing about how it’s being managed?

In my own journey as a coffee entrepreneur, I’ve found myself constantly refining my purpose. And even when I feel aligned with my goals, things fall short if my purpose doesn’t connect with that of my allies, partners, and stakeholders. That misalignment can quietly derail your best intentions.

🧩 What Is Your Business’s Most Important Asset?

Every business has a core asset. For me, that asset is People.

Early on, I was puzzled when some of my coffee partners referred to smallholder coffee growers as “clients.” I assumed the term was incorrect — surely, they were suppliers, not clients. But I was wrong.

In the coffee business, your relationship with farmers is at the heart of your business. More than your consumers or professional clients, your farmers are the key stakeholders whose needs you must deeply understand and respond to.

If you’re just another buyer, they’ll sell to someone else. But if you become a solution partner — someone who listens, understands, and builds long-term trust — that’s where value is created.

🔄 Real Connection Requires Real Communication

The coffee industry depends on connection — at all levels. That’s why a bottom-up approach often leads to better strategies for navigating supply and pricing challenges.

As someone working to bridge opportunities in this space, I’ve learned that communication and expectation management are non-negotiable. Even when we speak the same language, without a shared mindset, it's difficult to form strong partnerships. This applies both ways.

And sometimes, you’ll have to let go of partnerships that no longer align with your vision. That’s okay — staying true to your purpose makes space to better serve those who do.

📌 Key Takeaways

Here are a few tips based on what I’ve learned:

Identify your business’s true purpose. Keep asking why you do what you do. Don’t shy away from tough realizations. Realign your operations if needed — and trust your instincts. If it feels right, you’re likely on the right track.
Identify your key assets — and assess their condition. Use tools like SWOT or VRIO analysis to understand your sustainable competitive advantages and where improvement is needed.
Nurture those assets. Whether it’s people, partnerships, or knowledge — support them. That’s what will help you grow.

👉 What has helped you understand your business better? Let’s share lessons — drop your thoughts in the comments. 💬

#CoffeeEntrepreneur #SustainableBusiness #CoffeeIndustry #Entrepreneurship #Trade #PurposeDrivenBusiness #CoffeeFarmers #ValueChains #BusinessTips #Consulting #LinkedInLearning #LatinAmericaCoffee

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