Free download
The playbooks behind the world’s best coffee brands.
One coffee business taken apart every month. 6 lessons, written as a workbook you fill in.
Right now: the NOMAD Playbook. NOMAD went from a coffee cart in London to one of the best roasteries in the world. The workbook shows you the 6 decisions behind that growth. Inside each lesson: what NOMAD did, the real numbers behind it, 3 questions about your business, and 1 challenge you can do this week. At the end, a scorecard shows you your biggest gap.
Format
PDF workbook, 6 lessons each
Time needed
30 to 45 minutes per playbook
For
Café owners, roasters and coffee operators
Price
Free. One signup, every playbook.
Every playbook so far.
All of them come with the one signup above.
Available · NOMAD
From a coffee cart to a world-class roastery.
They publish what they pay for all 61 lots. 36% goes to staff. 4% goes to marketing.
11 pages · 30 to 45 minutes · 6 lessons
Next · Coffee Collective
The Danish roaster that refuses the industry norm.
A data-driven business that pays farmers on its own terms. Sent to the list when it is ready.
Copenhagen · 6 lessons
Coming · One new brand a month
Sign up once. Get each new one in your inbox.
Roasters and café brands from Europe and beyond. You will not have to come back to this page.
What’s inside
A sample from the NOMAD Playbook. Six lessons from how they actually built the business. Each one ends with a challenge you can run this week.
01 · Transparency
Show proof, not claims.
They publish what they pay for all 61 lots. Every year.
02 · Staff is your marketing budget
Spend on staff, not on ads.
36% goes to people. 4% goes to marketing.
03 · Relationships over mass
Go deep with few, not thin.
Depth is the core. The extras sit on top.
04 · Branding without the bloat
Pick one idea. Repeat it for years.
One idea, repeated everywhere, instead of a new campaign.
05 · Say it plainly
Plain words beat clever ones.
A customer who gets you in one second trusts you.
06 · Close what doesn’t work
Quitting is a decision, not failure.
They closed the café and put the energy into the roastery.
How to use it
It only works if you do the exercises. Four steps.
01
Block 30 to 45 minutes.
02
Answer the questions honestly.
03
Pick one lesson to act on first.
04
Score yourself again in 90 days.
Straight answers.
Why is it free?
The playbooks are how we get to know the people who run cafés. Some of them later use our software for cafés. Most do not, and that is fine. The playbook is complete on its own.
Do I get spammed?
You get the playbooks right away, then one email a month when the next one is ready. Nothing else. Unsubscribe with one click.
Where do the numbers come from?
From the company’s own published reports, transparency data and interviews. Every number names its source. Anything we estimate is marked as our estimate.
I signed up last month. Do I get the new one?
Yes. One signup covers every playbook, past and future. You never need to sign up twice.
Can I share it with my team?
Please do. It works best when two people fill it in together.