That’s how Melitta Bentz invented the coffee filter. After patenting it, she started a company and built it into a global brand. A woman, a kitchen table, and a better idea. So many women’s businesses had been started that way.
Jo looked at her own kitchen table, cluttered with invoices, coffee samples, and her grandmother’s vintage sugar bowl.
Now inspired, Jo reimagined her pitch the way she talked to her customers across the counter. She told the story of the Queen’s Blend and the women in Colombia who grew it. She wrote about Mahina and her coffee groves in Kona.
She explained what it meant to build a supply chain where every hand that touched the coffee belonged to a woman. Finally, she told the story of her diner—how she’d gone in for breakfast one morning and got to know the owner, who was ready to retire. She tucked that into the story.
Jo paused, wondering what her life would be like now if she’d never walked inside a cheap diner that day.
Entrepreneurs took risks, but she had to talk about her wins and what was great in this pitch. Her vibe was all about community and rising together. Maileah wanted her to put in something about how she’d raised her younger brother, but Jo didn’t want to share a story that personal.
By one in the morning, she had a draft. She emailed it to Maileah and texted Rocky.
Crowdfunding copy attached. Financials meeting tomorrow?
Rocky replied quickly. See you at the diner in the morning. Let’s get this done!
Maileah stopped at the diner the next morning while Jo was unlocking the front door.
“You’re up early,” Jo said.
Maileah suppressed a yawn. “I’ve been up early talking to a brand in France that wants to sponsor Sailor. It was worth getting up for.”
“I’ve got your coffee already brewing,” Jo said as her friend stepped inside. She flipped over the Open sign in the window.
“I read the campaign pitch you sent last night,” Maileah said. “You did well on the emotional story and the reason you need funding. But it’s still too long.”
“You’re kidding. How much do I need to cut?”
Maileah followed her to the counter. “About half.”
Jo was astonished. “Seriously?”
“People don’t read online. They scan. You need several strong images and a story they can absorb in less than a minute. The faster, the better. I’ll strip it down and send you a revision by tonight. The women’s angle and Melitta Bentz's story are fascinating. We hardly ever hear about what women invented years ago. Keep that.”
Jo poured a cup for Maileah. “You’re sure about cutting it in half?”
“I’ve launched four campaigns for clients. The ones that fund fast are the ones that respect people’s attention spans.” Maileah paused. “Your pitch made me want to be a part of your journey and buy your coffee. Let people share in that feeling and sense of purpose.”
The front door chimed, and Jo looked up. Rocky walked in with his laptop tucked under one arm.
“Good morning,” she called out. “Maileah and I were just talking about the crowdfunding pitch. We want to kick it off next week.”
Rocky raised his brow. “I’m impressed with how fast you’re moving.”
Jo grinned. “This isn’t one of your business school case studies. This is real life, and it moves fast.” The truth was that she needed the funding. But he knew that.
She poured a cup for him as he opened his laptop on the red Formica counter.
Rocky tapped the keyboard. “I put together the products, costs, and tiers, then ran several scenarios based on projected numbers of campaign backers.”
“Wait, hold that thought,” Jo said. “I talked to Junie this morning, and we’re adding more items.”
She took another customer’s order and sent it to the kitchen while Rocky and Maileah talked.
When she returned, they went through what they had so far. The entry tier: A single bag of Queen’s Blend. Mid-level: A two-blend sampler with a branded mug. Premium: The Imperial Kona Reserve with a Jam Session gift box. Top tier: A subscription plan plus an invitation to the launch tasting.
“That’s good, but I think you need levels with more coffee and merchandise,” Maileah said. “Your coffee cups are adorable, but you can do better. I saw the emails between you and Junie.”
