Humblemaker Coffee

"Crafted Wellness in Every Cup"

Humblemaker Coffee

"Crafted Wellness in Every Cup"

Seal Beach, CA
Food & Beverage
Humblemaker Coffee Co. is an outdoor-inspired, lifestyle coffee brand that creates innovative, functional products to support healthy & active living. We are disrupting the rapidly growing specialty coffee space with our mission to make “Wellness in Every Cup™” available to everyone. 10% of net profits are dedicated to Ten for Autism, a 501c3 non-profit we created to fund outdoor activities and organizations that help children and families dealing with autism.

$127,691

raised
113
Investors
$9.68M
Valuation
$5.25
Price per Share
$231.00
Min. Investment
Units
Security Type
Equity
Offering Type
$1.07M
Offering Max
Reg CF
Offering

$127,691

raised
113
Investors
$9.68M
Valuation
$5.25
Price per Share
$231.00
Min. Investment
Units
Security Type
Equity
Offering Type
$1.07M
Offering Max
Reg CF
Offering

Rewards

Get rewarded for investing more into Humblemaker Coffee:

$231+
Investment
StartEngine Owner’s Bonus
This offering is eligible for the StartEngine Owner’s 10% Bonus program. For details on this program, please see the Offering Summary section below.
$500+
Investment
The Doheny Package
Lifetime Sharable Discount of 10% + The Pioneer’s Club Bundle (Patch, hoodie, hat, t-shirt, tumbler & bandana) - $99 value
$1,000+
Investment
The Blackies Package
Doheny Perks (Lifetime Sharable Discount of 10% + Patch, hoodie, hat, t-shirt, tumbler & bandana) + Free bag of coffee every month for a year - $360 value
$2,500+
Investment
The Sano Package
Blackies Perks (Lifetime Sharable Discount of 10% + Patch, hoodie, hat, t-shirt, tumbler & bandana + Free bag of coffee every month for a year) + Founders Jacket - $635 value
$5,000+
Investment
The Trestles Package
Sano Perks (Lifetime Sharable Discount of 10% + Patch, hoodie, hat, t-shirt, tumbler & bandana + Free bag of coffee every month for a year + Founders Jacket) + Coffee Kit (Ode Brew Grinder, Stagg Pour-Over Kettle and Stagg [XF] Pour-Over Set) - $1035
$10,000+
Investment
The Rincon Package
Trestles Perks + Waypointe Weekend with Bryan & Chris, 3-night stay at the Waypointe in downtown Ventura that includes a tour of all HMBLMKR coffee shop locations, surfing, camping, eating, drinking, laughing and good vibes ($2500 value)

Reasons to Invest

Functional beverages are the next big wave – and we’re on it. The thirst for functional beverages is growing with nearly two thirds (65%) of U.S. consumers reportedly seeking added benefits in their food and beverages while the Specialty Coffee market is skyrocketing and projected to reach $42.4 billion globally by 2027.
We’re expanding: new cafés + big distribution. This investment round will fund 4 new Humblemaker café locations and drive exponential revenue growth in our brick & mortar channel, and in April 2021 we launched with UNFI, the largest distributor of health and specialty food in the North America - with 100+ grocery and retail locations already signed up, we’re just getting started.
Built to scale and exit: It is our plan to grow our café footprint, expand retail distribution nationally and scale our online subscribership with the objective of seeking acquisition by a strategic, global CPG partner.

overview


We’re disrupting the market with our innovative approach to coffee with “Crafted Wellness in Every Cup” at our brick & mortar retail shops by offering a wellness benefit in every cup of coffee, espresso drink, and cold brew we serve.



Our fresh & functional wellness cold brew coffee shots contain zero sugars, zero calories and zero sweeteners brewed with natural ingredients & organic coffee. Zero Tastes Better™ 


We draw inspiration from the pioneering spirit of our home state of California: from colorful surf culture to the endless wilderness of the Sierras. We use ethically sourced, organic ingredients whenever possible – while taking great effort to reduce our environmental impact through our products, processes, and packaging.


Our mission is not just to create craft premium coffee, but to shape an incredible future for children living with autism through opportunities to experience surfing, music, and the great outdoors. We are driven to create a community around our vision and leave a lasting legacy of positivity. Over each peak and through every valley – to join you on life’s biggest adventures.


Fuel the Journey.

THE OPPORTUNITY


Expect more from your coffee

This last year, we were all reminded of the importance of health and wellness. More and more people are looking for ways to incorporate functional benefits into their normal diets. Nearly two thirds of U.S. consumers reported seeking added functional benefits from their everyday food and beverages. However, finding prepared or pre-made drinks that have your wellness in mind is generally still a challenge. Many coffee beverages on the market contain sugar and additives that aren’t good for you. 



*National Coffee Association

**Beverage Daily


With this many Americans drinking coffee daily and a majority consumers seeking healthier drink options post-COVID, everyone should have the option to choose a drink that caters to their health and needs.


THE ANSWER


Cafes: Handcrafted with Wellness In Every Cup

Humblemaker is disrupting the market with our innovative approach to coffee at our brick & mortar shops by adding a wellness benefit in every cup of delicious craft coffee, espresso drink, and cold brew we serve.


We’ve flipped the average coffee shop experience on its head. At our brick & mortar locations, we ask customers what type of wellness they want. We believe that customers should always have options.


Our Seal Beach flagship has proven our model works and has created thousands of loyal customers - now, with your help, we’re expanding to Ventura, West Los Angeles, Lake Arrowhead and San Pedro in the year to come as we strategically expand our footprint.


Our Flagship and Proof of Concept: opened 2019


*Images are computer-generated demo versions. Locations are still currently under development


 


Cold Brew Shots: Zero Tastes Better™

We also created innovative ready-to-drink cold brew coffee shots which are convenient, healthy, sugar-free, zero-calorie and organic. Sold in 60 ml bottles, the coffee shots are portable and easy to bring with you on the day’s journey. Each blend is made with premium coffee and wellness supplements designed to support a healthy lifestyle and boost your energy with 115mg of caffeine. Our shots are already carried by some of the nation’s most reputable retailers like Central Market, Gelson’s and Lassen’s and we’re just getting started with 2 of the nation’s largest beverage distributors, UNFI and KeHe, in our corner and ready to take us wider as we further capitalize our growth. 





Tinctures: Four Functional Formulas – Designed Just for Coffee

And we didn’t stop there. It is important to us to empower the everyday coffee consumer to find their own perfect fit and wellness function, so we created water-soluble, virtually flavorless, wellness tinctures designed specifically to add to any coffee. With access to both our coffee and wellness formula tinctures online and in our cafes, a healthier cup of coffee is now an option for anyone. 

Whether you are a coffee aficionado, a conscious consumer, an adventurer, or an everyday family member…Humblemaker provides wellness with a caffeinated kick. 






Omni-Channel Ecosystem: Three Paths to Success

Retail: Cold brew shot sales reached $100k with 140+ active doors. We project to have 5,000 points of distribution by 2024.


Direct to Consumers: We are building our base of repeat customers. In 2020 we hit $15k in total online sales, and project to reach $50k in total online sales in 2021. We will add exclusive content and loyalty programs to build traction.


Brick and Mortar stores: Humblemaker Cafes are community hubs offering music, art, and events to bring the local community together. Our flagship store at Seal Beach opened in 2019 and is making a profit of over $25k in sales per month. In 2020, the store reached an annual revenue of $225k in sales, and is projected to reach $1.3mm sales by 2022. Our San Pedro storefront was selected to be the exclusive coffee vendor for West Harbor development projected to open in Spring 2023.







THE MARKET


A Thirst for More

Overall, the global coffee shops market is projected to be worth $237.6 billion by 2025. The market increased 3.3% between 2019 and 2020 – from $45.4 billion to $47.5 billion. Not only that, the global functional beverage market was noted as being worth $102 billion in 2020 and is projected to continuously grow to $135 billion by 2025.


In 2017, the cold brew coffee market was worth around $166 million and is projected to reach $994.16 million in 2025. Also on the rise is the global ready to drink coffee market, which is expected to hit $42.36 billion in earnings by 2027.


 


The coffee market has experienced several acquisitions with multiples as high as 12x Revenue from the likes of Blue Bottle, Super Coffee, La Colombe, Stumpton and Forto at an average valuation of $377M. We believe there has never been a better time to marry the two national interests. 


Our Traction: The Energy That Keeps Moving Us Forward

In 2019, our signature cold brew coffee shots won Semi-Finalist at the New Beverage Showdown at BevNet Santa Monica. Around that same time, the first Brick and Mortar Humblemaker cafe opened.



In May of 2021 we launched with UNFI and today, over 140 stores have committed to stocking our product in Southern California through UNFI, the largest national food and beverage distributor.





In the next 24 months, we plan to have Humblemaker wellness shots distributed nationally to premium grocers and big box stores.







WHY INVEST


Invest in the Evolution of Coffee

We’re disrupting the market with our innovative approach to coffee with “Crafted Wellness in Every Cup” at our brick & mortar retail shops by offering a wellness benefit in every cup of coffee, latte and cold brew we serve.

Our fresh & functional wellness cold brew coffee shots contain zero sugars, zero calories and zero sweeteners brewed with natural ingredients & organic coffee. Zero Tastes Better™ 

We are innovators and believe we have introduced the Industry’s first functional-wellness cold brew coffee shot that provides convenient nutrition and supports a healthy lifestyle. 

With the loyal support of our investors, customers and consumers, we are putting life back into coffee.


*The information included above is forward looking information. Please refer to our risk factors section in our Form C and to our Forward Looking Information Legend included in our Terms section on this page.






Code View

In the Press

Magnetic

“California’s Humblemaker Coffee Co. might have just changed the entire coffee game with their cold brew enhanced single coffee shots”

Yelp

“Everything about this place is 5 stars. The coffee, the space, and the service.”

Popsugar

I Loved Sweetener Until I Tried These Zero-Sugar, Vitamin-Infused Cold Brew Shots.

Offering Summary


Company

:

Humblemaker, LLC

Corporate Address

:

350 Main St, Unit A, Seal Beach, CA 90740

Offering Minimum

:

$9,996.00

Offering Maximum

:

$1,069,992.00

Minimum Investment Amount

(per investor)

:

$231.00











Terms


Offering Type

:

Equity

Security Name

:

Membership Unit

Minimum Number of Shares Offered

:

1,904

Maximum Number of Shares Offered

:

203,808

Price per Share

:

$5.25

Pre-Money Valuation

:

$9,683,625.00











*Maximum Number of Shares Offered subject to adjustment for bonus shares. During the live offering, you will only receive the highest level bonus share perk you are eligible for. See Bonus info below.

Company Perks*

Time-Based:

Pioneers Club Bonus

Invest within the first 24 hours and receive an additional 100% bonus Membership Units.

First Light Bonus

Invest within the first 48 hours and receive an additional 20% bonus Membership Units.

Dawn Patrol Bonus

Invest within the first week and receive an additional 15% bonus Membership Units.

Golden Hour Bonus

Invest within the first two weeks and receive an additional 10% bonus Membership Units.

Amount-Based:

$250+

Pioneer's Club Hat

Limited Edition Twill Cap with Patch - $25 value

$500+

The Doheny Package

Lifetime Sharable Discount of 10% + The Pioneer’s Club Bundle (Patch, hoodie, hat, t-shirt, tumbler & bandana) - $99 value

$1,000+

The Blackies Package

Doheny Perks (Lifetime Sharable Discount of 10% + Patch, hoodie, hat, t-shirt, tumbler & bandana) + Free bag of coffee every month for a year - $360 value

$2,500+

The Sano Package

Blackies Perks (Lifetime Sharable Discount of 10% + Patch, hoodie, hat, t-shirt, tumbler & bandana + Free bag of coffee every month for a year) + Founders Jacket - $635 value

$5,000+

The Trestles Package

Sano Perks (Lifetime Sharable Discount of 10% + Patch, hoodie, hat, t-shirt, tumbler & bandana + Free bag of coffee every month for a year + Founders Jacket) + Coffee Kit (Ode Brew Grinder, Stagg Pour-Over Kettle and Stagg [XF] Pour-Over Set) - $1035 value

$10,000+

The Rincon Package

Trestles Perks (Lifetime Sharable Discount of 10% + Patch, hoodie, hat, t-shirt, tumbler & bandana + Free bag of coffee every month for a year + Founders Jacket + Coffee Kit (Ode Brew Grinder, Stagg Pour-Over Kettle and Stagg [XF] Pour-Over Set) + Waypointe Weekend with Bryan & Chris, 3-night stay at the Waypointe in downtown Ventura that includes a tour of all HMBLMKR coffee shop locations, surfing, camping, eating, drinking, laughing and good vibes ($2500 value)

*All perks occur when the offering is completed.

The 10% StartEngine Owners’ Bonus

Humblemaker LLC will offer 10% additional bonus Membership Units for all investments that are committed by investors that are eligible for the StartEngine Crowdfunding Inc. Owner's bonus.

This means eligible StartEngine shareholders will receive a 10% bonus for any Membership Units they purchase in this offering. For example, if you buy 100 Membership Units at $5.25/unit, you will receive and own 110 Membership Units for $525. Fractional units will not be distributed and unit bonuses will be determined by rounding down to the nearest whole units.

This 10% Bonus is only valid during the investors' eligibility period. Investors eligible for this bonus will also have priority if they are on a waitlist to invest and the company surpasses its maximum funding goal. They will have the first opportunity to invest should room in the offering become available if prior investments are canceled or fail.

Investors will only receive a single bonus, which will be the highest bonus rate they are eligible for.

The Company will not incur any irregular use of proceeds.


Show More
Most recent fiscal year-end:
Prior fiscal year-end:
Total Assets
$206,801.00 USD
$271,657.00 USD
Cash And Cash Equivalents
$54,208.00 USD
$174,322.00 USD
Accounts Receivable
$7,401.00 USD
$7,347.00 USD
Short Term Debt
$113,457.00 USD
$106,042.00 USD
Long Term Debt
$84,849.00 USD
$87,461.00 USD
Revenues And Sales
$263,617.00 USD
$195,155.00 USD
Costs Of Goods Sold
$120,327.00 USD
$119,829.00 USD
Taxes Paid
$0.00 USD
$0.00 USD
Net Income
-$330,717.00 USD
-$208,355.00 USD

Risks

A crowdfunding investment involves risk. You should not invest any funds in this offering unless you can afford to lose your entire investment. In making an investment decision, investors must rely on their own examination of the issuer and the terms of the offering, including the merits and risks involved. These securities have not been recommended or approved by any federal or state securities commission or regulatory authority. Furthermore, these authorities have not passed upon the accuracy or adequacy of this document. The U.S. Securities and Exchange Commission does not pass upon the merits of any securities offered or the terms of the offering, nor does it pass upon the accuracy or completeness of any offering document or literature. These securities are offered under an exemption from registration; however, the U.S. Securities and Exchange Commission has not made an independent determination that these securities are exempt from registration.


Updates

Notice of Funds Disbursement

4 days ago

[The following is an automated notice from the StartEngine team].

Hello!

As you might know, Humblemaker Coffee has exceeded its minimum funding goal. When a company reaches its minimum on StartEngine, it's about to begin withdrawing funds. If you invested in Humblemaker Coffee be on the lookout for an email that describes more about the disbursement process.


This campaign will continue to accept investments until its indicated closing date.


Thanks for funding the future.

-StartEngine

Post Thanksgiving - Gelson's, Outdoor Courtyard & Unpacking

4 days ago

I hope everyone had a great Thanksgiving and were able to spend time with friends, family and loved ones!!  It was a short week but we still had very productive days leading up to the holiday weekend.

We're hitting the road visiting the Gelson's stores making sure our wellness cold brew shots were properly merchandised on shelf and in stock for the busy holiday season that's officially kicked off. We use an incredible tool (Repsly) that allows us to view & keep track of our team with detailed notes and photos of each store activity. I think it's pretty cool and with additional resources this will only continue to grow : )


I'm also super excited about the progress that we made in Ventura last week.  The outdoor courtyard is really starting to take shape and should be done this week.

We're also fine tuning the espresso machine along with unpacking the grinders, refrigerators, drip coffee maker, ice machine and shelving over the next few days. Updated pics of the inside of the cafe container are coming soon!

VENTURA - Week 2 Progress

13 days ago

Thank you so much to all of our early backers, this is not possible without your support! Another exciting & busy week as the signage is going up and the espresso machine being delivered : )


15 Minutes of Genius - Episode 94 with Chris Smith at Humblemaker Coffee Co.

15 days ago

Chris Smith & Alex Bayer having fun discussing the growing RTD shot category, the massive opportunity that lies ahead on 15 Minutes of Genius.


"Chris has innovated the very first wellness shot that is simply coffee that gives you a nice jolt of energy. He is offering an innovation within the wellness shot space with pure energy with caffeine-heavy shots. The blends are also emulsified with Ginseng, Tea Extract, Vitamin C, and other beneficial boost ingredients."


https://www.youtube.com/watch?v=b_AaIdZC1l0

VENTURA - Week 1 Progress

21 days ago

It's been a super busy week getting the floors & glass installed along with the mural artwork coming together. Next week our 5x5ft lighted H sign and the espresso machine are being delivered.  Can't wait to share pics with everyone!!



VENTURA - Wall Mural & Tile Begins

23 days ago

Exciting day seeing this starting...

Humblemaker VENTURA

24 days ago

And so it begins, we're working day & night to get our Ventura location open soon!

Q&A - Week of November 8th

25 days ago

Thanks to our early investors and followers for the great questions and kind words! I’m very proud of our team for the hard work , dedication and creativity employed over the past 18+ months to not only survive the pandemic but to also find opportunities to grow and evolve in such uncertain and challenging times.

“Wellness shots”: We are very excited about the growth potential of our one of a kind, wellness cold brew shots as there is massive opportunity in the rapidly expanding functional, ready-to-drink beverage category. We certainly have plans to expand into all the points of distribution mentioned in the question, and we are positioned to do this thanks to our successful acquisition of national distribution partnerships with both UNFI & KeHE – two of the more powerful health and specialty food distributors in the US.  We have invested heavily in the wellness shot category using initial F&F investment, we plan to further focus on this segment in the future and may explore additional funding opportunities to provide the retail channel with ample capital to support the retail marketing, sales management, promotional costs, demos and merchandising teams required to be successful in a larger national rollout. 

 “B&M” Cost: This is a fair assumption and typically correct, but I’m pleased to report that our leases are very favorable with non-traditional terms. Ironically, COVID has presented us with amazing, low cap-ex opportunities to open 4-wall locations at costs well-below what you would traditionally budget to build out a coffee shop in SoCal. We leverage cloud based technology and great systems management to very closely monitor our weekly GPM, labor cost % and revenues that have allowed us to maintain profitable 4-wall economics with EBITDA ranging between 8-12%. Our shops are designed to provide an experience for our consumers to touch, feel and connect with our brand. The cafes also serve to build awareness and add authenticity for our retail and online channels acting as a flywheel to improve shelf velocity for wellness shots at local grocery stores and allowing us to collect thousands of opt-in email addresses to feed DTC marketing funnels. 

Adding shots to the perks: That is a great call out and will look into the possibility of adding that to one of the tiers : )

Profitability: With these growth investments in place, we are currently sacrificing profitability in the near term but of course we are making these investments with the intent to be profitable in the future.

Cadence for Café Openings: Our target dates to open each cafe location are:

●    Ventura - Before the end of 2021

●    Del Rey - Spring/Summer of 2022

●    Lake Arrowhead - Spring/Summer of 2022

●    San Pedro - Spring/Summer of 2023 (original target date of 2022 has been delayed)

Q3 YTD revenue is ~$255,000 with the following breakdown:

●    -5.5% (DTC)

●    -12% (Retail)

●    -82.5% (Brick & mortar)

Weekly - Questions & Answers Updates

29 days ago

We'll be posting weekly updates with answers for all of the questions we've received in the next few days. Thank you so much for the support we've received so far! 

Show More Updates End of Updates

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