08 — Action Plan & Timeline
Info
A week-by-week roadmap from today (May 2026) to public launch (July 2026), then the first 6 months post-launch. Gates are explicit: do not advance until the gate is passed.
v2 update
A new Phase 1 — Indonesia R&D + MY Carboot Validation has been inserted before the cart-build phase. Before we commit the bulk of the RM 15K capex, we roast cheaply in Indonesia, bring beans back, and sell carboot-style at low-cost venues to validate demand and product-market fit with real paying customers. Subsequent phases are renumbered (Build → Phase 2, Soft Launch → Phase 3, etc.).
1. The Seven Phases
PHASE 0 — FOUNDATION (May 2026, weeks -8 to -7)
PHASE 1 — INDONESIA R&D + CARBOOT VALIDATION (May 2026, weeks -6 to -4) ← NEW
PHASE 2 — BUILD (June 2026, weeks -3 to -1)
PHASE 3 — SOFT LAUNCH (Late June 2026, week 0)
PHASE 4 — PUBLIC LAUNCH (July 2026, weeks 1–4)
PHASE 5 — RHYTHM (Aug–Dec 2026)
PHASE 6 — RE-FORECAST (Jan 2027)
Each phase has a gate criterion. If the gate isn’t met, you do not proceed to the next phase — you re-run the phase or pivot.
2. Founder Role Convention (used throughout)
Names TBD by founders. Convention used in this doc:
- F1 (Roast / Quality lead) — owns roast curve, lot quality, supplier relationships, technical SOPs
- F2 (Brand / Cart lead) — owns brand voice, content, cart experience, customer relationships, financials
Both share: pop-up days, content shoots, weekly review, strategy decisions.
3. PHASE 0 — Foundation (May 2026, weeks -8 to -7)
Goal: Strategic and legal foundations in place. Suppliers contacted. Zero capital committed to physical assets yet. Compressed to 2 weeks so Phase 1 can start mid-May.
Week -8 (May 4–10) — Strategy + Agreement
| # | Task | Owner | Effort | Done? |
|---|---|---|---|---|
| 0.01 | Both founders read entire vault, list disagreements | Both | 4 hr | ☐ |
| 0.02 | Resolve disagreements; lock vault v1 | Both | 2 hr | ☐ |
| 0.03 | Operating agreement drafted (use template; lawyer review optional) | Both | 3 hr | ☐ |
| 0.04 | Operating agreement signed | Both | 0.5 hr | ☐ |
| 0.05 | Bank account opened (joint or business) | F2 | 2 hr | ☐ |
| 0.06 | Capital tranche deposited (RM 15K split visible to both) | Both | 1 hr | ☐ |
| 0.07 | Trademark pre-search “KNNO” (MyIPO online + SSM) | F2 | 1 hr | ☐ |
| 0.08 | Domain bought: knnocoffee.com / .my (whichever available) | F2 | 0.5 hr | ☐ |
| 0.09 | IG handle reserved: @knno.coffee (or alt) | F2 | 0.25 hr | ☐ |
Gate 0a: Operating agreement signed AND capital pooled AND brand name legally clear → proceed.
Week -7 (May 11–17) — Suppliers, Sourcing & Indonesia Trip Planning
| # | Task | Owner | Effort | Done? |
|---|---|---|---|---|
| 0.10 | Visit CoRoasting KL — tour, taste their work, confirm pricing | F1 | 4 hr | ☐ |
| 0.11 | Send sample-request emails to 6 producers (Frinsa, Klasik, Aceh, Bali, +2) | F1 | 3 hr | ☐ |
| 0.12 | Set up Lot Master File template (Stock Management & Operations) | F1 | 1 hr | ☐ |
| 0.13 | Identify backup co-roastery (1–2 names) | F1 | 2 hr | ☐ |
| 0.14 | Plan Indonesia trip: confirm 1–2 producers willing to host F1; book flights, accommodation | F1 | 4 hr | ☐ |
| 0.15 | Locate Bandung rental roastery (backup if producer hosting falls through) | F1 | 2 hr | ☐ |
Gate 0b: Indonesia trip booked AND ≥ 1 producer confirmed for in-person meeting AND ≥ 2 sample emails replied to → proceed to Phase 1.
Note
Brand identity sprint (designer brief, logo) and validation experiments V1/V2/V5 from the previous draft now sit inside Phase 1, where they run in parallel with the Indonesia trip and feed off real product.
4. PHASE 1 — Indonesia R&D + MY Carboot Validation (May weeks -6 to -4) ✨ NEW
Goal: Before we commit the bulk of the RM 15K to cart fabrication and equipment, we roast cheaply in Indonesia (using a green coffee dealer’s beans for R&D and profile development), bring those roasted beans back to MY, and sell carboot-style at zero/low-cost venues to validate real-world demand. We test the thesis and the founders’ execution before building the brand vehicle.
Why this phase exists (the case for Phase 1)
| Reason | Detail |
|---|---|
| Cheaper roasting for R&D | Indonesian roastery fees ~30–60 % of CoRoasting KL; saves RM 600–1,200 in early profile development |
| Real validation > lab validation | One paying customer beats ten blind taste-test friends. We test stop-rate, conversion, and price tolerance with strangers. |
| In-person producer relationships that compound for years | A 2-day visit to Frinsa or a Bandung co-op pays back across every future buying cycle |
| Capex de-risking | If the carboot can’t sell 200 cups in 4 sessions, we don’t spend RM 10K+ on the cart |
| Carboot kit is reusable | V60s, hand grinder, kettle, table all transfer into the Phase 2 cart kit; no wasted spend |
| Indonesian roasted is brand-aligned | ”Roasted at origin” is a legitimate marketing story for the Phase 1 batches; not a corner cut |
Total Phase 1 cost: RM 4,000–5,500 (of which ~RM 1,500–2,000 is reusable equipment that flows into Phase 2 budget).
Sub-phase 1A — F1 to Indonesia (~10–14 days, May weeks -6 / -5)
| # | Task | Owner | Effort | Done? |
|---|---|---|---|---|
| 1.01 | Fly to Bandung (default — best access to Frinsa, Klasik Beans, multiple roasteries) | F1 | 1 day | ☐ |
| 1.02 | Visit Producer #1 in person — cup their range, tour the farm, document | F1 | 1 day | ☐ |
| 1.03 | Visit Producer #2 in person — repeat | F1 | 1 day | ☐ |
| 1.04 | Buy 8–12 kg green from chosen producer(s) — paid in IDR cash | F1 | 2 hr | ☐ |
| 1.05 | Roast 2–3 lots at producer site OR Bandung rental roastery — Profile A & D drafts | F1 | 12 hr | ☐ |
| 1.06 | Cup roasts on Day +1 / +2 in Indonesia; refine if time permits | F1 | 4 hr | ☐ |
| 1.07 | Vacuum-pack roasted beans in valve bags (1 kg portions); declare for personal import | F1 | 2 hr | ☐ |
| 1.08 | Bring back 5–8 kg roasted (for carboot sales) + 5–8 kg green (for KL R&D and Phase 2 production) | F1 | (incl) | ☐ |
| 1.09 | Document the trip: photos, producer voice notes, roast logs, customer-facing storytelling material | F1 | ongoing | ☐ |
Estimated cost (Sub-phase 1A): Flight RM 800–1,200 · Accommodation 7–10 nights RM 700–1,200 · Roastery fees RM 200–500 · Green beans (8–12 kg) RM 800–1,500 · Misc (transport, food, IDR float) RM 500–800 · Total ~RM 3,000–5,200
Customs / personal import note
Bringing back roasted coffee for personal/sample use is generally fine in small quantities — but verify current MOH and Customs rules before flying. Declare honestly. Carry purchase receipts. If volume looks commercial, treat it as commercial import (different paperwork). Worst case: leave the green and bring only roasted.
Sub-phase 1B — Parallel work in MY (F2, weeks -6 / -5)
| # | Task | Owner | Effort | Done? |
|---|---|---|---|---|
| 1.10 | Designer brief written + freelance designer engaged (logo + 1-page identity, light brief) | F2 | 6 hr | ☐ |
| 1.11 | Carboot kit assembled: V60 ×2 + Comandante hand grinder + gooseneck kettle + Acaia scale + folding table + cooler | F2 | 4 hr | ☐ |
| 1.12 | Identify 4 carboot venues — friend’s office, friend’s cafe carpark, creative space courtyard, casual market sublet | F2 | 4 hr | ☐ |
| 1.13 | Print 60 lo-fi “lot story” cards (no full brand yet — handwritten OK; producer name + region + tasting note + roast date) | F2 | 1 hr | ☐ |
| 1.14 | Validation V2 (brand name recall, 50 people IG poll + in-person) | F2 | 3 hr | ☐ |
| 1.15 | Validation V5 (cart aesthetic mockup A/B test on IG) | F2 | 2 hr | ☐ |
| 1.16 | Pre-announce carboot pop-ups via WhatsApp to friend network (~50 contacts) | F2 | 2 hr | ☐ |
Estimated cost (Sub-phase 1B): Designer (logo + identity light) RM 800–1,200 (deposit only — final delivery in Phase 2) · Carboot kit RM 1,200–1,800 (reusable in Phase 2) · Cards + sundries RM 100 · Total ~RM 2,100–3,100 (RM 1,200–1,800 of which is recoverable equipment)
Sub-phase 1C — Carboot Validation Pop-Ups (May week -5 → June week -4, ~2 weeks)
| # | Task | Owner | Effort | Done? |
|---|---|---|---|---|
| 1.17 | F1 returns from Indonesia with roasted beans + R&D notes | F1 | — | ☐ |
| 1.18 | Carboot Pop-up #1 — friend’s office tower lobby (Wed, ~3 hr, 30–50 cups goal) | Both | 6 hr | ☐ |
| 1.19 | Validation V1 (blind taste test, 30 friends) — built into Pop-up #1 or done that evening | Both | 6 hr | ☐ |
| 1.20 | Carboot Pop-up #2 — friend’s cafe carpark or patio (Sat, 6 hr, 50–80 cups goal) | Both | 8 hr | ☐ |
| 1.21 | Carboot Pop-up #3 — creative space courtyard / Sunday casual market (Sun, 6 hr) | Both | 8 hr | ☐ |
| 1.22 | Carboot Pop-up #4 — repeat strongest venue OR test a new format (Wed or Sat) | Both | 8 hr | ☐ |
| 1.23 | After each pop-up: log cups served, conversion %, repeat faces, ticket size, 5 customer notes | Both | 1 hr each | ☐ |
| 1.24 | Mid-validation cupping: blind score Indonesian-roasted beans vs. one CoRoasting test roast | F1 | 3 hr | ☐ |
| 1.25 | Sample 3 producers’ lots arriving in MY (parallel — emails sent in Week -7) | F1 | 4 hr | ☐ |
Estimated cost (Sub-phase 1C): Venue fees (RM 0–200 each) + consumables (cups, milk, water — RM 80 per pop-up) + transport ~RM 600–1,000
Sub-phase 1D — Phase 1 Decision Gate (early June, week -4)
Sit down with full data. Three explicit checks:
- Demand validated? ≥ 200 cups served across 4 pop-ups · ≥ 8 % stop-conversion at unfamiliar venues (strangers, not friends) · ≥ 12 named repeat faces (people who came back at least once)
- Quality validated? ≥ 75 % of cups served scored ≥ 3/4 internal cup quality · zero critical defects served · cup score on Indonesian-roasted beans ≥ KL co-roasted reference
- Founder fit validated? Both founders enjoyed it · both can see doing this 3 days/week sustainably · no major operational friction (transport, setup, payment)
Gate 1: All three “yes” → commit to Phase 2 (full Build, RM ~10–12K capex). Any one “no” → see decision tree below.
┌─ All 3 YES ──→ Proceed to Phase 2 (Build)
│
Phase 1 Gate ───────┼─ Demand NO ──→ Re-test 2 weeks with: different venues + tighter price + stronger
│ IG funnel before commit. If still NO → pivot to Pure Online
│ (see [[03-Business Model & SWOT#alternative-model--pure-online|Alternative Model — Pure Online]])
│
├─ Quality NO ─→ Quality issue is solvable. Defer Phase 2 by 2 weeks; do 3
│ more profile cycles at CoRoasting; re-test before commit
│
└─ Founder NO ─→ The hardest one to reverse. Long honest conversation.
Options: change roles, reduce scope (online-only), pause for 6 mo
What we learn in Phase 1 that no spreadsheet can teach
- Real stop-rate at a real venue with a real cup (not an IG mockup)
- Whether price tolerance is actually RM 12, 14, or 16 in this segment
- Whether the co-ferment “wow” survives outside the founder’s friend network
- How long the bar takes per cup with manual brew only (essential data for Phase 2 cart design — can we serve 30 cups/day with V60 alone, or is the espresso machine non-optional?)
- In-person producer relationships with Frinsa or a Bandung co-op that pay back for years
- Indonesian roasting cost reality — is the 30–60 % savings real once trip cost is amortised across batches?
5. PHASE 2 — Build (June 2026, weeks -3 to -1)
Goal: All physical and operational infrastructure in place. Brand assets shipped. First production lots in. Compressed to 3 weeks because Phase 1 has already validated demand and equipment specs.
Week -3 (Jun 8–14) — Equipment, Production Order, Cart Fabrication Start
| # | Task | Owner | Effort | Done? |
|---|---|---|---|---|
| 2.01 | Equipment ordered: espresso machine, espresso grinder, kettle, scales (Comandante & V60s already in hand from Phase 1) | F1 | 4 hr | ☐ |
| 2.02 | Cart fabrication confirmed; deposit paid | Both | 2 hr | ☐ |
| 2.03 | Packaging ordered (bags, sleeves, cups, lids — designs informed by Phase 1 customer feedback) | F2 | 3 hr | ☐ |
| 2.04 | Logo + identity system delivered + approved (designer was briefed in Phase 1) | Both | 4 hr | ☐ |
| 2.05 | First production order placed at CoRoasting (10–15 kg green from samples cupped in Phase 1) | F1 | 2 hr | ☐ |
| 2.06 | Insurance quote + purchase | F2 | 2 hr | ☐ |
| 2.07 | Book recurring weekly co-roasting slot at CoRoasting KL (start week -2) | F1 | 0.5 hr | ☐ |
Week -2 (Jun 15–21) — Profile Locks & Soft Launch Booking
| # | Task | Owner | Effort | Done? |
|---|---|---|---|---|
| 2.08 | First production roast at CoRoasting; 3 sample-roasts per lot | F1 | 6 hr | ☐ |
| 2.09 | Lock Profile A, B, D for launch lots (refined from Phase 1 R&D in Indonesia) | F1 | 2 hr | ☐ |
| 2.10 | Cup launch lots (Day +2 cupping) | Both | 3 hr | ☐ |
| 2.11 | Book 1 friendly cafe sublet for soft launch (last weekend Jun) | F2 | 4 hr | ☐ |
| 2.12 | DBKL / KKM licensing — submit applications | F2 | 4 hr | ☐ |
| 2.13 | Photography day shoot (cart, equipment, founders, mockup product) | Both | 6 hr | ☐ |
| 2.14 | IG account live: 9 grid posts (3 per pillar — Phase 1 carboot content gives real material) | F2 | 8 hr | ☐ |
| 2.15 | Website live (single page) | F2 | 6 hr | ☐ |
| 2.16 | WhatsApp Business set up + broadcast list | F2 | 1 hr | ☐ |
Week -1 (Jun 22–28) — Cart Assembly + Final Drill + Soft Launch
| # | Task | Owner | Effort | Done? |
|---|---|---|---|---|
| 2.17 | Cart fabrication delivered; assembly + tests | F1 | 8 hr | ☐ |
| 2.18 | Soft-launch invite list sent (target 80 invitees — leverage Phase 1 carboot regulars) | F2 | 4 hr | ☐ |
| 2.19 | Run-through service drill (1 day, full SOP at home/storage) | Both | 6 hr | ☐ |
| 2.20 | Cart load-out checklist tested (full load-in/load-out simulation) | Both | 4 hr | ☐ |
| 2.21 | Espresso calibration; grinder calibration | F1 | 4 hr | ☐ |
| 2.22 | Cold brew first batch (test recipe + freshness) | F1 | 2 hr | ☐ |
| 2.23 | Backup espresso machine + manual brewing kit ready | F1 | 2 hr | ☐ |
Gate 2: Cart fully built + lots roasted + 9 IG posts live + soft-launch invitees confirmed → proceed.
6. PHASE 3 — Soft Launch (Late June 2026, week 0)
Goal: Run 1–2 full pop-up days at a friendly venue with invited audience. Stress-test SOPs at full menu. Capture content. The carboot pop-ups in Phase 1 already de-risked many of the core operational unknowns; this phase tests the full cart specifically.
Soft Launch Saturday (Jun 27 or 28)
| # | Task | Owner | Done? |
|---|---|---|---|
| 3.01 | Cart load-out from storage at 8:30 | Both | ☐ |
| 3.02 | Set up + calibration 9:30–10:45 | Both | ☐ |
| 3.03 | Open at 11:00 — invite-only attendees | Both | ☐ |
| 3.04 | Service rotation: F2 front-of-bar, F1 brewing | Both | ☐ |
| 3.05 | Capture 3 content pieces (reel, carousel, story) live | F2 + content helper | ☐ |
| 3.06 | Collect informal feedback from 10 attendees (1-min chat) | Both | ☐ |
| 3.07 | Close at 17:00; debrief + content immediately | Both | ☐ |
| 3.08 | Daily log filled | Both | ☐ |
Gate 3: Served ≥ 25 cups OK at full menu (incl. espresso, flight); no critical SOP failure; ≥ 5 attendees explicitly say “I’d come back” → proceed to public launch.
If gate fails: re-run soft launch the following weekend with adjustments.
Soft Launch Sunday (optional)
Repeat with refinements from Saturday.
7. PHASE 4 — Public Launch (July 2026)
Goal: First public pop-up. Establish weekly cadence. Get press / influencer coverage.
Week 1 (Jun 29 – Jul 5) — Launch Week
| # | Task | Owner | Done? |
|---|---|---|---|
| 4.01 | Confirm Sat July 4 first public pop-up (target Riuh / Sunny Side Up) | F2 | ☐ |
| 4.02 | Press kit sent to 8 KL coffee/lifestyle media outlets | F2 | ☐ |
| 4.03 | 3 micro-influencer collabs scheduled (cup-for-cup, no paid post) | F2 | ☐ |
| 4.04 | Launch IG / TikTok story countdown | F2 | ☐ |
| 4.05 | Roast launch lot week prior (Tue Jun 30) | F1 | ☐ |
| 4.06 | Final cart equipment check (Fri Jul 3) | F1 | ☐ |
| 4.07 | First public pop-up Saturday Jul 4 | Both | ☐ |
| 4.08 | Day 1 retro Sunday Jul 5 | Both | ☐ |
Weeks 2–4 of July (Jul 6 – Aug 2) — Establish Rhythm
| # | Task | Owner | Done? |
|---|---|---|---|
| 4.09 | 2nd public pop-up (Sat Jul 11) | Both | ☐ |
| 4.10 | Roast Tuesday cadence locked | F1 | ☐ |
| 4.11 | Online bag drop launched (Wed Jul 15 first batch) | F2 | ☐ |
| 4.12 | 3rd & 4th pop-ups (Jul 18, 25 OR Jul 25, Aug 1) | Both | ☐ |
| 4.13 | First weekly review (Sun Jul 12) | Both | ☐ |
| 4.14 | Customer feedback synthesised; menu adjustments queued | Both | ☐ |
Gate 4: ≥ 100 cups served in July; ≥ 3 press / influencer mentions; weekly cadence locked → proceed.
8. PHASE 5 — Rhythm (Aug–Dec 2026)
Goal: Compound the moat. 2–3 pop-up days/week. Online bags monthly. First workshop. First repeat customers.
August 2026
- Lock 2 recurring venue slots (one weekday office park + one weekend market)
- Add 2nd signature lot (Carbonic Bali or 2nd Aceh)
- Launch online bags Wednesday + Friday cadence
- Hit IG 1,400 followers
- First quarterly pre-mortem (end of Aug)
September 2026
- Add 3rd venue slot
- IG 1,800 / TikTok 600
- First workshop teaser; date set for October
- Identify backup co-roastery (Risk H-08 mitigation)
- 30 % of customers can describe “co-ferment” unprompted
October 2026
- First workshop runs (8–12 attendees, RM 90/pax)
- Aceh harvest forward-buy (40–50 kg)
- IG 2,400+
- Repeat-customer rate ≥ 22 %
- First press feature (target: Buro 24/7 / Time Out KL)
November 2026
- Plan a 2nd workshop
- Year-end roast volume planning
- Subscription mechanism beta (Y2 launch prep)
- Revisit risk register; pre-mortem #2
December 2026
- Festive activation (gift bag SKUs; flight cards as gifts)
- Year-end review + planning week
- Cash position check; plan Q1 2027
Gate 5 (end Dec 2026): ≥ 30 % repeat-customer rate; positive contribution margin 2 of last 3 months; founders not burnt out → continue / scale.
9. PHASE 6 — Re-forecast (January 2027)
Goal: Look back at year-1 actuals; rewrite year-2 plan with real data.
January 2027
| # | Task | Owner | Done? |
|---|---|---|---|
| 6.01 | Rebuild financial model with 6-mo actuals | F2 | ☐ |
| 6.02 | Re-run TAM/SAM/SOM with real conversion data | Both | ☐ |
| 6.03 | Re-do persona check: are the 3 personas correct? | Both | ☐ |
| 6.04 | Sample roaster purchase decision (yes/no/wait) | Both | ☐ |
| 6.05 | Y2 strategy doc; if pivot needed, update 01-Concept & Positioning | Both | ☐ |
| 6.06 | Indonesian origin trip planning #2 (target: April 2027) — building on Phase 1 relationships | F1 | ☐ |
10. Year-1 Visual Timeline (Gantt-Lite)
MAY JUN JUL AUG SEP OCT NOV DEC JAN'27
W-8 W-7 W-6 W-5 W-4 W-3 W-2 W-1 ──>
PHASE ▼ ▼ ▼ ▼ ▼ ▼ ▼ ▼
P0 Foundation ████████
P1 INDONESIA + CARBOOT ████████████████ ← NEW
P2 Build ████████████
P3 Soft Launch ██
P4 Public Launch ████
P5 Establish Rhythm ████████████████████████████████
P6 Re-forecast ████
KEY MILESTONES ●Op ●F1 ●Carboot ●Cart ●1st ●Y2
agree Indo decision built sale plan
gate ●Workshop
●1k IG ●Repeat≥30%
GATES G0a G0b G1 G2 G3 G4 G5→
11. Critical Path (the can’t-slip items)
These items, if delayed, push the launch date by the same number of weeks:
- Operating agreement signed (week -8) → unlocks all capital deployment
- Indonesia trip booked + producer confirmed (week -7) → unlocks Phase 1
- F1 returns from Indonesia with roasted beans (week -5) → unlocks carboot pop-ups
- Phase 1 carboot validation gate cleared (early week -4) → unlocks Phase 2 capex
- CoRoasting weekly slot booked (week -3) → unlocks production roast cadence
- Brand identity delivered (week -2) → unlocks all packaging + cart finishes
- Cart delivered (week -1) → unlocks soft launch
- DBKL / KKM cert in hand (by week -1) → unlocks public market presence
- Soft launch executed (week 0) → unlocks public launch confidence
Warning
If any of these slip by > 1 week, the July launch must be re-evaluated. Better to push to August than launch broken. The single biggest new risk is the Indonesia trip (item 2/3) — book flights early, confirm producer in writing, have rental roastery as backup.
12. Owner-by-Week View (the workload distribution)
F1 (Roast/Quality) F2 (Brand/Cart)
Week -8 Light Heavy (legal, brand, accounts)
Week -7 Heavy (suppliers, Indonesia trip plan) Medium (designer brief)
Week -6 AWAY (Indonesia) Heavy (carboot kit, designer engaged, V2/V5)
Week -5 AWAY → returns mid-week + Carboot #1 Heavy (carboot logistics, V2/V5 finalised)
Week -4 Heavy (Carboot #2/#3/#4 + sample roasts) Heavy (Carboot pop-ups + content from each)
↳ Phase 1 Decision Gate ↲
Week -3 Heavy (equipment ordering, prod order) Medium (packaging order, designer final)
Week -2 Heavy (1st production roast at CR KL) Heavy (licensing, IG launch, soft launch booking)
Week -1 Heavy (cart drill, calibration) Heavy (invite list, content production)
Week 0 Equal (soft launch) Equal
Week +1 Heavy (Tue roast) Heavy (press, content, Sat pop-up)
Onwards ~Equal split ~Equal split
Tip
Phase 1 puts F1 on the road for ~10–14 days while F2 holds down MY operations. That’s a real founder-bandwidth concentration on F2 in weeks -6/-5. Plan personal commitments accordingly. Consider WhatsApp + 1 daily 15-min Indonesia/MY sync call.
13. Decision Points (where you must explicitly choose)
| When | Decision | Default if no decision |
|---|---|---|
| End Week -8 | Op agreement signed; capital pooled | Cannot proceed |
| End Week -7 | Indonesia trip booked; ≥1 producer confirmed | Push Phase 1 by 1 week |
| End Week -5 | Indonesian roasted beans landed in MY | Sub-phase 1C delayed |
| Early Week -4 | Phase 1 Gate — go/no-go on full Phase 2 capex | Re-test carboot 2 weeks |
| Mid-June | Cart finish — chosen aesthetic locked | Continue spending on iteration |
| Late Jun | Soft-launch venue confirmed | Re-do soft launch |
| Early Jul | First public venue confirmed | Use soft-launch venue again |
| End Sep | Sample roaster — buy now / wait | Wait |
| End Dec | Continue / pivot / pause for 2027 | Continue |
| Jan 2027 | B2B activation? Subscription launch? Origin trip #2? Cafe partnership? | Maintain status quo |
14. Pre-Launch Cost Summary (where the RM 15K goes — see 09-Financial Projections (Conservative))
Phase 1 (Indonesia R&D + Carboot Validation) — ~RM 4,000–5,500
| Bucket | Estimated (RM) | Reusable in Phase 2? |
|---|---|---|
| F1 Indonesia trip (flight, accommodation, transport) | 1,800–2,500 | Producer relationships are reusable, cash isn’t |
| Indonesian roastery fees | 200–500 | No |
| Green coffee bought in Indonesia (8–12 kg) | 800–1,500 | Yes — green flows into Phase 2 R&D |
| Designer deposit (logo + 1-page brief) | 500–800 | Final delivery flows into Phase 2 |
| Carboot brewing kit (V60s, Comandante, kettle, scale, table) | 1,200–1,800 | Yes — fully transfers |
| Carboot consumables (4 × pop-ups) | 400–600 | No |
| Carboot venue fees (mostly free; 1–2 paid) | 0–400 | No |
| Phase 1 subtotal | ~4,900–8,100 | ~1,500–2,000 recoverable |
Phase 2 (Build) — ~RM 11,000–13,000 (some Phase 1 costs already absorbed)
| Bucket | Estimated (RM) |
|---|---|
| Cart fabrication | 2,500 |
| Espresso machine + espresso grinder | 4,500 (used / mid-tier) – 6,500 (new) |
| Brewing tools (kettle, extra scales — V60s/grinder already from Phase 1) | 400 |
| Initial green coffee inventory (top-up beyond Phase 1) | 1,200 |
| Co-roasting (first 2 months at CR KL) | 1,200 |
| Brand identity final + photography | 1,500 |
| Packaging (cups, sleeves, bags) | 1,000 |
| Licensing + insurance | 800 |
| Marketing launch + content | 600 |
| Phase 2 subtotal | ~13,700–15,700 |
Total launch capex (Phase 1 + Phase 2) — ~RM 17,000–22,000
Honest math against the RM 15K budget
Even at the trim end, total capex is RM 17K–22K. RM 15K alone is ~RM 2–7K short. Three options:
- Trim aggressively: used espresso machine (saves RM 1–2K), DIY cart with friend (saves RM 1K), cheaper carboot kit (saves RM 400). Lands ~RM 14K.
- Bring more capital: stretch goal RM 18–20K total.
- Use Phase 1 carboot revenue (estimate RM 200 × 4 = RM 800–1,200) to part-fund Phase 2 brand identity and packaging.
Decide before the Indonesia flight is booked. Cross-ref Capex Stretch & Trim Options.
15. Pre-Launch Communication Schedule
| Date | Audience | Channel | Message |
|---|---|---|---|
| May 11 | Personal network (~50) | ”Building a thing. F1 going to Indonesia next week. Carboot tasting back in MY end of May.” | |
| May 18 | Specialty community | DM | Personal intros to 30 KL coffee folks; offer carboot taste |
| May 25 | Friend network | First carboot pop-up date + venue | |
| Jun 1 | Early carboot regulars | Invite to follow-up pop-ups + tease “the real launch” (Phase 3) | |
| Jun 15 | Public | IG launch | First grid posts go live (uses Phase 1 content as primary material) |
| Jun 22 | Soft launch invitees | Date / venue / time / invite — biased to Phase 1 carboot regulars | |
| Jul 1 | Press kit | To 8 outlets — story angle: “Founders went to Indonesia, roasted at origin, came back to launch a co-ferment cart in KL.” | |
| Jul 4 | Public | IG / Story | ”We’re open” — every channel |
My Notes & Thoughts
- Phase 1 is the single most valuable change to this plan. It de-risks the RM 15K by spending RM 4–5K to learn what would otherwise cost RM 15K to find out the hard way.
- The Indonesia trip needs producer confirmation in writing before flights are booked. A “yes, come visit!” by WhatsApp is not confirmation — it’s a friendly nod. Get a date pinned.
- Don’t over-brand the carboot pop-ups. The lo-fi look is a feature: it tells customers “this is honest and early, you’re getting in early.” Save the polish for Phase 2.
- The Phase 1 Decision Gate is the most important hour of the entire pre-launch. Block 3 hours for it. Bring printed data. Don’t decide on a tired Sunday.
- If Phase 1 reveals that manual brew alone hits target cup counts, consider delaying the espresso machine entirely until month 3. Saves RM 4K+ of capex. Real-world data > strategy.
- F2’s Phase 1 load is brutal (designer + carboot kit + 3 venues + V2/V5 while F1 is away). Pre-load as much as possible into Week -7.
- The honest RM 17–22K total capex (§14) is now the single thing most likely to blow up the plan. Decide trim vs. bring-more-capital BEFORE booking the Indonesia flight.