Published January 29, 2020

Building Bellingham Ep 7: Wes Herman (Woods Coffee)

Written by Leo Cohen

Building Bellingham Ep 7: Wes Herman (Woods Coffee) header image.

Developing an Entrepreneurial Mindset

Episode 7 is a good one. Along with hearing Wes Herman’s personal story, and the story of how Woods became the local giant it is today, aspiring entrepreneurs can learn much about the mindset and actions needed in the startup phase of a business.

Writing a solid business plan. The Herman family took plenty of time to write a business plan (they even wove it into their four children’s homeschool curriculum- and Wes’ teenage daughter is the one that eventually had the idea for the name). They worked through plans for the drive-through-plus-cafe model that was unusual in this area at the time. Even choosing the name and deciding on the design aesthetic took time. It’s wise to set up a strong business plan and bulletproof it before taking actions to implement.

Long-term vision. Woods was never about creating one store. 6 months later, the family opened the second store. Wes says that when your business plan includes multiple locations, the biggest growth step in the company is from one to two, because from store one to store two, the managers and staff have to perfect your systems, both for instore process and to-store deliveries and supplies.

Realistic expectations. Wes didn’t pull a salary from Woods until store #6 opened. He believes the CEO is the biggest drain on their own business, and that funds and energy need to pour into the business, and not draw out of it until a strong foundation was laid. This sometimes means setting aside ego - Wes supported his family through a lube shop, and could be found changing the oil in a customer’s car with the phone to his ear, working on the next expansion.

Laser attention to detail. Wes isn’t a detail person - most visionaries aren’t - but as a startup it’s important to focus on the little details that affect the customer experience. Focus on them, establish templates and systems, then hand it off to capable managers and staff to implement and run those processes. From solving the case of slow-pouring caramel syrup to finding a reliable source for black cup lids, Wes worked on solutions then delegated them.

This is just a fraction of the tips that startup entrepreneurs can gain from Leo and Wes’ conversation. There’s plenty more, so be sure to listen to the whole episode on your favorite podcast platform!

Links

The Episode: Apple Podcasts | Spotify | Stitcher | YouTube

Our Guest: Wes Herman, CEO of Woods Coffee Website | Facebook | Instagram | Video: More Than Just Coffee: Woods Coffee Story

Building Bellingham: Website | Facebook | Instagram

Credits

Hosted by Leo Cohen, Cohen Group NW | Website | Facebook | Instagram

Produced and Edited by David Pender Lofgren