A Colorado coffee roaster and distributor recently submitted its web site for review by New York Times bloggers and readers, who in turn provided plenty of helpful criticism.
Ryan Wagner and David Richards, owners of Colorado Mountain Coffee, submitted their company’s website to Times contributor and Blue Fountain Media chief executive Gabriel Shaoolian, who offered numerous tips to help the small company stand out more among its peers in the highly competitive coffee market.
The company’s main selling point is that at higher altitudes — in this case, mountains in Colorado — beans can be roasted quicker and at lower temperatures because of the lower oxygen and air pressure. The company says that allows it to boast very a very complex French roast that maintains more natural flavors.
As part of the Times‘ regular “You’re the Boss” feature for small business owners, Shaloolian offered this criticism
Times readers were likewise critical of the site, which features some video elements and allows consumers to buy fresh beans online. But Shaloolian said that may not be enough.
The paper did give the owners — who were grateful for the solicited advice — an opportunity to respond. “We need to better define our sales pitch,” Wagner told the Times. “We need to immediately show why our coffee is better than what a potential customer may already be buying. We will certainly redesign our home page to better focus on our sales pitch and reduce some of the clutter.”
For the full story: New York Times