KNNO Coffee 珈 — Master Index
Brand Promise
Malaysia’s Everyday Co-Ferment Explorer — calmly turning fermented coffee into your daily ritual.
This is the first source of truth for everything KNNO. Open this file first. Every major doc links from here.
At a Glance
| Field | Value |
|---|---|
| Brand | KNNO Coffee (stylised: KNNO / Knnō) |
| Format | Pop-up coffee cart (primary) + online beans (secondary) + events (tertiary) |
| Specialty | Light-roasted co-fermented coffees — anaerobic, carbonic maceration, yeast, fruit co-ferments |
| Origin focus | Indonesia (Aceh Gayo, Java, Sulawesi, Bali) |
| Primary market | Klang Valley (KL / PJ) |
| Target launch | First sale July 2026 (soft launch June) |
| Capital | ~RM 15,000 |
| Team | Co-founder trio |
| Roasting | Intermediate skill → co-roasting facility (CoRoasting KL) at launch |
Vault Map
Strategy & Story
- 01-Concept & Positioning — vision, mission, brand story, alternative model branches
- 02-Market Analysis & Validation — TAM/SAM/SOM, personas, validation experiments, tea crossover
- 03-Business Model & SWOT — full lean canvas + SWOT + alternative models
- 04-Brand & Marketing Strategy — visual identity, content pillars, channel plan, education-as-moat
- 05-Product Strategy & Menu — launch menu, pricing, signature builds, educational copy
Technicals (operational engine)
- Roasting Profiles — light roast targets, sample curves, defect playbook
- Green Bean Sourcing & Timeline — Indonesian producer shortlist + evaluation framework
- Stock Management & Operations — par levels, freshness windows, cart load-out
- Daily & Weekly Goals — KPIs, cup counts, content cadence, weekly review template
Execution
- 06-Suppliers & Co-Roasting — KL co-roasting, vendors, packaging, equipment
- 07-Risks & Failure Modes — pre-mortem with detailed mitigations
- 08-Action Plan & Timeline — week-by-week to July 2026 launch
- 09-Financial Projections (Conservative) — capex, unit economics, monthly P&L, scenarios
Quick Links — “I need to…”
| If you need to… | Go to |
|---|---|
| Write an Instagram caption | 04-Brand & Marketing Strategy |
| Quote a customer the price | 05-Product Strategy & Menu |
| Order green beans | Green Bean Sourcing & Timeline |
| Roast a new lot | Roasting Profiles |
| Pack the cart for a market | Stock Management & Operations |
| Decide if a venue is worth it | 02-Market Analysis & Validation |
| Check this month’s cash position | 09-Financial Projections (Conservative) |
| Figure out what could kill the business | 07-Risks & Failure Modes |
| Know what to do this week | 08-Action Plan & Timeline |
| Pitch a friend / investor in 60 seconds | 01-Concept & Positioning |
Brand Pillars (the non-negotiables)
- Light roast mastery — never sacrifice clarity for crowd-pleasing chocolate.
- Education as moat — every cup, every post teaches one thing.
- Calm teahouse energy — no snobbery, no rush, no bro-barista vibe.
- Indonesian-first — depth in one origin family beats shallow breadth.
- Honest pricing — premium but not gatekept; transparency about cost-to-cup.
Status Snapshot
[ ] Concept locked ✅ (this vault)
[ ] Co-founder roles signed ⏳ pending
[ ] Co-roasting slot booked ⏳ pending — see [[06-Suppliers & Co-Roasting]]
[ ] First green sample ordered ⏳ pending — see [[Technicals/Green Bean Sourcing & Timeline]]
[ ] Cart equipment quoted ⏳ pending — see [[09-Financial Projections (Conservative)]]
[ ] Brand identity v1 ⏳ pending — see [[04-Brand & Marketing Strategy]]
[ ] First validation experiment ⏳ pending — see [[02-Market Analysis & Validation]]
[ ] First soft-launch pop-up 🎯 target: June 2026
[ ] First public sale 🎯 target: July 2026
Operating Cadence
- Daily — see Daily Targets
- Weekly — Sunday review (90 min) — see Weekly Review Template
- Monthly — first Sunday of the month — financial close + retro
- Quarterly — strategy refresh against 02-Market Analysis & Validation + 07-Risks & Failure Modes
Glossary (quick)
- Co-ferment — coffee deliberately fermented with added inputs (yeast, fruit, microbes) to amplify flavour.
- Anaerobic — fermented in oxygen-free sealed vessel; tends toward funkier, fruitier cup.
- Carbonic Maceration (CM) — whole cherries fermented in CO₂-rich environment, borrowed from wine.
- Light roast — first-crack-completed-only-just; preserves origin character, requires precise extraction.
- Co-roasting — renting time on a shared commercial roaster (e.g. CoRoasting KL).
- DTM (Dev-Time Ratio) — minutes after first crack ÷ total roast time. Light roasts ~15–22 %.
How To Use This Vault
- Read top-down once. Strategy files (01–05) before tactical (Technicals + 06–09).
- Open links freely. Every wikilink is intentional cross-context.
- Edit directly. This is a living doc. Update
updated:field in frontmatter when you make a meaningful change. - Don’t delete — archive. Move outdated files to
_archive/rather than deleting. - Each major file ends with
## My Notes & Thoughts— that’s your freeform space, not the strategist voice.
My Notes & Thoughts
(Use this section across the vault to capture your own running ideas — gut feelings, what felt off about a doc, things you want to revisit. The strategist voice ends; your voice begins.)
- Add your reactions to this index here as you read through the rest of the vault.
- If something in this vault feels wrong, write it here first; don’t silently delete it.