Peoples Coffee Global Limited (Peoples Coffee)
By Peoples Coffee
PledgeMe.Investment
Food,
NZ $284,640 pledged
220 people pledged
Closed
NZ $250,000 minimum target
This campaign was successful and closed on 31/01/2023 at 7:00 PM.
Make a PledgeAbout
Peoples Coffee Global Limited (Peoples Coffee)
We need your help so we can:
¨ Increase roasting capacity from 2500kg per week to 8500kg per week (that’s 283,000 coffees!)
¨ In FY21 to FY22 we increased our supermarket revenue by 800% by launching into 20 grocery stores nationwide. With our increased capacity we plan to exponentially grow our supermarket distribution in the next three years, and get our coffee into 360+ Pak n Save, New World, Countdown and independent grocers in New Zealand.
To do this, we need to:
¨ Lease an additional coffee roaster, capable of roasting an additional 6000kgs per week
¨ Purchase 1- 2 new coffee bagging machines
¨ Purchase 1-2 high-capacity coffee grinders
¨ Increase our sales team to build nationwide distribution
¨ Work with external marketing & design agencies to develop a robust marketing strategy and grow sales.
Our Vision for Growth
Mansfield Street
A place for our community to call home and enjoy coffee from the source.
Ever since our beloved 5kg Probat roaster moved out of 12a Constable Street to make way for growth, we have dreamt of creating a space for our customers to peek behind the curtain and experience the inner workings of a coffee roastery. Mansfield Street comes equipped with 70sqm +/- of potential hospitality space waiting to be utilised.
We envision a space where our community can drop in for a coffee and light-food offering, discover our back-catalogue of unique coffees and browse coffee-brewing apparatus to their heart's content. With global tourism returning to our shores, we see an opportunity for a comprehensive ‘Bean to Cup’ experience.
Guests will be able to live and breathe the roastery experience Monday through Friday, while the weekends offer a more intimate opportunity to run courses and events from ‘sample roasting’ to hands-on barista training on our commercial espresso set-up.
All good things take time, but the addition of Mansfield Street could grow our bricks-and-mortar business by approximately 15% in Year One, and by up to 30% from Year Two onwards, translating to roughly $150,000 - $300,000+ of additional revenue, while minimising overheads through existing factory operation lease costs.
Production Capacity
We intend to lease auto-bagging machinery & high capacity coffee grinders to increase our production efficiency. Our 5kg and 22kg Probat coffee roasters have a combined capacity of approximately 2,500kg +/- per week, operating 9 hours daily, Monday through Friday.
Based on our forecasts for the next 18 months, we believe that we can meet roasting requirements with our existing coffee roasters. Should we achieve the minimum target of $250,000 we intend to lease a larger capacity roaster in line with growing demand. A third 45kg-60kg coffee roaster would lift total production capacity by 6,000kg to an estimated 8,500kg +/- per week.
We currently have three semi-automatic bagging machines and two commercial coffee grinders in operation. We intend to roll out a further two bagging machines and one to two high-capacity coffee grinders over the next 12 to 18 months in line with supermarket growth.
Sales
Over the past 18 years, we have built a strong network of wholesale partners, with stockists ranging from Wanaka to Auckland. As cafe operators ourselves, we have a strong knowledge base to support both new and existing customers, from consulting on cafe layouts to general business guidance.
Over the past 12 months, we have worked closely with 20 supermarkets across the Greater Wellington region, growing shelf presence and investing in our production line, in preparation for growth.
Over this time we have seen our revenues through this channel increase over 800% from FY21 to FY23. With a further 360+ New World, Pak’n’Save and Countdown stores across the country, not to mention the local independent grocers, we plan to grow our supermarket distribution exponentially over the next three years. Our minimum equity raise target will enable us to increase our sales force and build stronger regional engagement and expand our supermarket distribution.
Marketing & Design
We have been a grass-roots company since day dot, reaching where we are today with little to no marketing resources and largely growing through the word of mouth of our loyal customer community. While this has been successful in our younger years, we want to take our brand to the national stage and become a household name, and to put a bag of Peoples Coffee on every kitchen bench, in every pantry.
If we raise our minimum target, we will be able to work with external marketing and design agencies to activate our brand through the supermarket sales channel. Raising our maximum will enable us to hire a Creative Director and fund the development of an In-house marketing team to elevate our story and build reach nationwide.
What we do
We operate across 5 distinct sales channels:
1. WHOLESALE PARTNERSHIPS
Supplying New Zealand’s leading cafes and eateries.
2. SUPERMARKETS
Our fastest-growing channel over the past two years.
3. CORPORATE PARTNERSHIPS
We supply a wide range of businesses across New Zealand. From the break-room pluger to a full espresso offering.
4. DIRECT TO CONSUMER
Online Webstore and Subscriptions.
5. BRICKS & MORTAR
We own and operate two flagship cafes in Wellington. These act as a 'billboard' for our brand, representing our ethos and quality.
Our opinion is that consumers - especially Gen Zs and Millennials - prefer ethical and sustainable brands. Peoples Coffee is perfectly positioned for this new landscape, as we are one of New Zealand's only Fair Trade, Organic, Bio-Gro, B-Corp, and Living Wage-certified coffee businesses.
Use of Funds
Share Breakdown
Ongoing Shareholder Relationship
Potential Returns - Peoples Coffee does not anticipate paying dividends for the next three years. We plan to reinvest all profits into the business to fund further growth, strengthen revenue, and grow market share.
Peoples Coffee will reassess this position annually and will pay dividends as and when profits are no longer required to be reinvested.
Benefits
Crowdfunding Shareholders = Community Shares (Non-Voting) & Ordinary Shares (Voting)
Tier 1 ($250-$2,499)
Community Shares + 10% Discount off Peoples Coffee Webstore (Whilst a
Shareholder)
Tier 2 ($2,500-$4,999)
Ordinary Shares (Voting) + 20% Discount off Peoples Coffee Webstore (Whilst a
Shareholder) + Limited Release Peoples T-Shirt + Professional Barista Training Course and Roastery Tour
Tier 3 ($5,000+)
Ordinary Shares (Voting) + Tier 2 Benefits + A Years Worth of Coffee (200g per week x
52)
Shareholder Communications
Peoples Coffee is a community of ethically-minded individuals utilising coffee as a vehicle to instigate meaningful change. To keep our community of shareholders informed, we will do the following:
- Hold an Annual General Meeting (AGM). We will broadcast this meeting for those who cannot attend in person.
- Prepare Annual Financial Statements and End-of-Year Reports
- Send out a quarterly video with news, views and stories at Peoples from Matt and James.
Trading Shares
Peoples Coffee Global Limited shares are not liquid and cannot be easily traded like other securities. Following this Capital Raise, Peoples Coffee intends to utilise Catalist Public Markets to offer regular auctions for Share Trading.
Company Structure
Peoples Coffee Global Ltd is the ultimate parent holding company of Peoples Coffee’s two operating companies: Peoples Coffee Limited (the production side of the business) and Peoples Coffee Retail Limited (the bricks-and-mortar, customer-facing side of the business). Peoples Coffee Global Limited owns 100% of these two operating companies. The investment is being offered in the ultimate parent company, Peoples Coffee Global Ltd, giving investors a share in the entire Peoples Coffee operation.
Management Team
James Beyer
General Manager of Peoples Coffee. James started his journey with Peoples Coffee in 2015 as Sales Manager and has been responsible for leading our team and positioning the company for growth since 2019. James started out his career in the coffee industry in Dispatch and Barista Training before spending some time tinkering with espresso machines and driving the length of the country sharing Peoples Coffee’s vision of a more sustainable coffee industry.
Rene Macaulay
Rene has been our Head Roaster since 2007. Over the past 15 years, Rene has travelled regularly to Origin (Coffee speak for the countries our coffee comes from) to spend time with Co-Op management and experience life on the ground with coffee farmers. The goal of these trips is to best understand how to grow strategic, long term partnerships in a way which can be mutually beneficial and foster a better future. As Head Roaster, Rene is responsible for our product quality and consistency, developing roast profiles and perfecting our blends.
Penelope Cree
Penny looks after all the moving parts behind the scenes. Penny oversees all our back-end processes including Cashflow, Budgeting, Accounts Receivable & Payable, Payroll and has built a reputation for excessively loud ringtones!
Corrina McAtee
Corrina is our Operations Manager. Corrina leads our Production team and all Inwards-Outwards goods. A wearer of many hats, you might even find her at the helm of our Probat Coffee Roasters filling in for Rene on the odd occasion.
Hayden Wood
Leading our wholesale network as Sales and Relationships Manager, Hayden is responsible for our wholesale partnerships, building new connections and nurturing existing relationships. Hayden oversees our Barista Training department and our external coffee technicians across New Zealand.
Dori Raphael
Dori runs our Flagship cafes, Constable Street and Luke’s Lane. Dori, alongside our site supervisors Leo and Jordy, leads our team of passionate baristas and coffee professionals. Dori is leading the charge to activate our Mansfield HQ, where, following this raise, we intend to create an espresso bar and retail space.
Governance & Advisory Board
Matt Lamason - Founder & Director
Hailing from a farming background in Dannevirke, Matt plied his trade as a barista in Wellington while studying the polarities of Politics and Psychology at Victoria University. A long-time lover of food and great hospitality, Matt turned down his first graduate job as a PR man in the Whips Office at Parliament to pursue a dream of making a difference in global trade via coffee. A year later Peoples Coffee was born, named from the print of his favourite Volcom t-shirt.
After eight years at the helm of Peoples, Matt stepped aside to nurture three beautiful humans, and went on to found other startups such as Trade School Industries - a trust focused on creating meaningful jobs for ex-prisoners from Arohata Women’s prison - and Kapiti Biodiesel - a shipping container lab that transformed waste cooking oil into biodiesel. Now based on the Kāpiti coast, Matt is passionate about seeing others’ dreams become a reality through life coaching, and living closer to the elements.
James Bushell - Advisor
James Bushell is a leading strategist in incorporating ethics and sustainability into commercial models. He has worked across a range of industries, scales and countries, applying data-driven and systems-thinking approaches to create impactful solutions.
He has had governance and executive experience in developing, emerging and developed economies, so understands the challenges that come with different environments and the practicalities of actually getting things done. James cares deeply about people and is driven to create a more equitable and sustainable world.
Richard Shirtcliffe - Advisor
A veteran CMO, CEO and Director, Richard has been founding, building, and transforming purpose-driven brands in NZ, the UK and USA for over 30 years, across multiple categories.
Whilst claiming that his greatest achievements are his kids, consistently avant-garde hairstyle and an especially head-turning stall at the 1983 Hatepe tombola, he’s perhaps better known for having led globally successful local brands phil&teds, Mountain Buggy, Mokopuna merino, and Prorack; for growing Tuatara Brewing into NZ’s largest independent craft brewery as CEO, and subsequently as CEO of Coffee Supreme International, and noho.co.
A longtime Peoples Coffee fanboy, Richard has a passion for ‘un-mucking the world’, and now devotes his time to helping build disruptive 'triple bottom line' brands like WildClean.com, the world’s first plastic and carbon-negative cleaning co.
Risks & Mitigations
Risk |
Description |
Mitigation |
|
Increased competition |
New Zealand has a saturated coffee scene; there is the risk that we see more competitors enter the industry. |
With a combination of our product quality, 18 years of trade, a wealth of experience within our team and the increased production capacity from our Mansfield HQ, we will be able to remain relevant and continue to compete. |
|
Key personnel |
The potential to lose key personnel |
Following the Covid-19 pandemic and subsequent lockdowns and isolation periods, we have automated many areas of our supply chain, from order processing to packing design and have been training two or more staff to fulfil key roles within our company; notably coffee roasting. |
|
Profitability |
The risk of not operating profitably |
We are diversifying our sales channels to build resilience against potential external factors such as Covid-19 lockdowns. We are working closely with our advisors and accountants to maintain appropriate margins across all revenue lines. We also aim to keep tight controls over our costs. |
|
Cashflow |
The risk of not having sufficient working capital to meet our obligations due to either a downturn in sales or delayed payments from our customers. |
We have been working closely with our new banking partner BNZ to establish appropriate capital products to meet our growth strategies. We will continue to chase up any late-paying customers and adjust payment terms accordingly. |
|
Key production equipment |
The risk of breakdowns with our coffee roasting equipment. |
Post-raise, we plan to acquire a larger capacity coffee roaster to add to our fleet. This will ensure we can continue production should our current equipment require repairs or extended maintenance. |
|
Being underfunded |
The risk of not meeting our maximum subscription of $1.5 million |
We believe that our minimum target of $250,000 will be sufficient to increase production efficiency, fund our preliminary marketing and sales strategies and activate our Mansfield Street espresso bar & retail space. |
|
Coffee shortages |
The risk of not being able to source coffee |
We have partnered with TradeAid since we began trade in 2004. TradeAid have built robust supply chains across the globe, forwarding contract coffee volumes and pre-financing shipments. As we grow, we intend on lifting stock on-hand from one month to six months to build resilience. |
Warning statement
This document has been prepared by Peoples Coffee Global Limited. The purpose of this document is for information in relation to the Peoples Coffee Global Limited share offer on PledgeMe. All efforts have been made to ensure the accuracy and reliability of the content, as of the date of this document.
PledgeMe is licensed and regulated by the Financial Markets Authority, and the share offer made by Peoples Coffee Global Limited will only be available for acceptance through the PledgeMe website.
Equity crowdfunding is risky. Issuers using this facility include new or rapidly growing ventures. Investment in these types of business is very speculative and carries high risks. You may lose your entire investment and must be in a position to bear this risk without undue hardship. New Zealand law normally requires people who offer financial products to give information to investors before they invest. This requires those offering financial products to have disclosed information that is important for investors to make an informed decision. The usual rules do not apply to offers by issuers using this facility. As a result, you may not be given all the information usually required. You will also have fewer other legal protections for this investment.
Ask questions, read all information given carefully, and seek independent financial advice before committing yourself.
A note from PledgeMe
We have completed checks on Peoples Coffee Global Ltd and its directors, as set out in our Disclosure Statement. These checks are limited in scope - for further information on what they cover, please see our Disclosure Statement. There were no adverse findings.
Updates 8
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Only $50k to go!!!
11/12/2022 at 11:41 AM
We are now only $49,970 away from meeting our target!
With 80% down, we are now on the final stretch. Have you considered increasing your pledge? Pledges above $2,500 receive a bundle of benefits, such as commercial coffee training, limited release merch and for $5,000+ you get coffee for a year!
Alternatively, sharing our campaign with your networks would be super helpful!
You need to pledge to see this update.
Off to a incredible start!
03/12/2022 at 8:05 AM
Kia Ora Peoples Coffee community,
What a start! Already 35% towards our new minimum! Know someone who might be interested in this campaign? Give them a shout and help us blow past that $250k!
As always, feel free to reach out to us through [email protected] if you have any questions.
Details
Offer Details
| Current Valuation | 10,000,000 |
| Raise Minimum | 250,000 |
| Raise Maximum | 1,500,000 |
| Share Price | 10.00 |
| Minimum Pledge | 250.00 |
| Maximum Shares Offered | 150,000 |
Explanation of valuation:
The valuation of Peoples Coffee Global Limited has been undertaken by its shareholders and Advisory Board. The valuation has been calculated using the ‘Multiple of Revenue’ method. This method is commonly used by growing Food & Beverage companies when raising capital from the public.
The current shareholders and Advisory Board are comfortable that a 3.2x multiple on the 2022 Financial Year’s actual revenues reflects a fair market value, based on the growth potential of our new factory premise and expansion opportunity into supermarket distribution.
These financial numbers are a consolidation of the actual and forecasted numbers of People Coffee Limited and Peoples Coffee Retail Limited which are the trading companies of the People Coffee Global group. The consolidation was performed by +MORE Advisory and Accountancy.
Liabilities are predominantly made up of accounts payable and business and equipment loans.
Financial Summary
| Prev Year | Current Year | Est. FY 2026 | Est. FY 2027 | |
|---|---|---|---|---|
| Revenue | NZ $3,125,213 | NZ $3,333,000 | NZ $4,740,000 | NZ $6,930,000 |
| Operating Expenses | NZ $2,978,721 | NZ $3,270,427 | NZ $4,258,900 | NZ $5,716,900 |
| EBITDA | NZ $146,492 | NZ $62,572 | NZ $481,100 | NZ $1,213,100 |
| Net Profit | -NZ $37,429 | -NZ $28,776 | NZ $247,713 | NZ $711,439 |
Company Details
Company Name: Peoples Coffee Global Limited
Company Number: 9429050754434
Company Documents
Director Details
| Name | Role | Profile URL | Invested? |
|---|---|---|---|
| Matt Lamason | Director | https://www.linkedin.com/in/matt-lamason-78326850/ | ✔ |
Questions
Pledgers 220
31/01/2023 at 1:45pm
30/01/2023 at 11:59pm
"excited about this! hope to visit one day!"
30/01/2023 at 11:44pm
30/01/2023 at 10:29pm
30/01/2023 at 10:18pm
30/01/2023 at 9:20pm
30/01/2023 at 8:49pm
30/01/2023 at 7:44pm
30/01/2023 at 6:14pm
29/01/2023 at 6:33pm
28/01/2023 at 4:08pm
28/01/2023 at 2:02am
27/01/2023 at 1:01pm
27/01/2023 at 12:49pm
26/01/2023 at 2:11pm
26/01/2023 at 1:30pm
"Congratulations on the successful funding round. "
26/01/2023 at 12:19pm
26/01/2023 at 10:56am
26/01/2023 at 9:24am
"Power (and coffee) to the Peoples!"
26/01/2023 at 7:45am
25/01/2023 at 11:19pm
25/01/2023 at 3:35pm
25/01/2023 at 1:36pm
25/01/2023 at 11:29am
25/01/2023 at 11:13am
"Power to the Peoples!"
25/01/2023 at 10:57am
24/01/2023 at 11:24pm
"Take it to the people! "
24/01/2023 at 7:10pm
23/01/2023 at 10:12pm
23/01/2023 at 7:03pm
Followers 11
Followers of Peoples Coffee Global Limited (Peoples Coffee)
Peoples Coffee Global Limited (Peoples Coffee)
We need your help so we can:
¨ Increase roasting capacity from 2500kg per week to 8500kg per week (that’s 283,000 coffees!)
¨ In FY21 to FY22 we increased our supermarket revenue by 800% by launching into 20 grocery stores nationwide. With our increased capacity we plan to exponentially grow our supermarket distribution in the next three years, and get our coffee into 360+ Pak n Save, New World, Countdown and independent grocers in New Zealand.
To do this, we need to:
¨ Lease an additional coffee roaster, capable of roasting an additional 6000kgs per week
¨ Purchase 1- 2 new coffee bagging machines
¨ Purchase 1-2 high-capacity coffee grinders
¨ Increase our sales team to build nationwide distribution
¨ Work with external marketing & design agencies to develop a robust marketing strategy and grow sales.
Our Vision for Growth
Mansfield Street
A place for our community to call home and enjoy coffee from the source.
Ever since our beloved 5kg Probat roaster moved out of 12a Constable Street to make way for growth, we have dreamt of creating a space for our customers to peek behind the curtain and experience the inner workings of a coffee roastery. Mansfield Street comes equipped with 70sqm +/- of potential hospitality space waiting to be utilised.
We envision a space where our community can drop in for a coffee and light-food offering, discover our back-catalogue of unique coffees and browse coffee-brewing apparatus to their heart's content. With global tourism returning to our shores, we see an opportunity for a comprehensive ‘Bean to Cup’ experience.
Guests will be able to live and breathe the roastery experience Monday through Friday, while the weekends offer a more intimate opportunity to run courses and events from ‘sample roasting’ to hands-on barista training on our commercial espresso set-up.
All good things take time, but the addition of Mansfield Street could grow our bricks-and-mortar business by approximately 15% in Year One, and by up to 30% from Year Two onwards, translating to roughly $150,000 - $300,000+ of additional revenue, while minimising overheads through existing factory operation lease costs.
Production Capacity
We intend to lease auto-bagging machinery & high capacity coffee grinders to increase our production efficiency. Our 5kg and 22kg Probat coffee roasters have a combined capacity of approximately 2,500kg +/- per week, operating 9 hours daily, Monday through Friday.
Based on our forecasts for the next 18 months, we believe that we can meet roasting requirements with our existing coffee roasters. Should we achieve the minimum target of $250,000 we intend to lease a larger capacity roaster in line with growing demand. A third 45kg-60kg coffee roaster would lift total production capacity by 6,000kg to an estimated 8,500kg +/- per week.
We currently have three semi-automatic bagging machines and two commercial coffee grinders in operation. We intend to roll out a further two bagging machines and one to two high-capacity coffee grinders over the next 12 to 18 months in line with supermarket growth.
Sales
Over the past 18 years, we have built a strong network of wholesale partners, with stockists ranging from Wanaka to Auckland. As cafe operators ourselves, we have a strong knowledge base to support both new and existing customers, from consulting on cafe layouts to general business guidance.
Over the past 12 months, we have worked closely with 20 supermarkets across the Greater Wellington region, growing shelf presence and investing in our production line, in preparation for growth.
Over this time we have seen our revenues through this channel increase over 800% from FY21 to FY23. With a further 360+ New World, Pak’n’Save and Countdown stores across the country, not to mention the local independent grocers, we plan to grow our supermarket distribution exponentially over the next three years. Our minimum equity raise target will enable us to increase our sales force and build stronger regional engagement and expand our supermarket distribution.
Marketing & Design
We have been a grass-roots company since day dot, reaching where we are today with little to no marketing resources and largely growing through the word of mouth of our loyal customer community. While this has been successful in our younger years, we want to take our brand to the national stage and become a household name, and to put a bag of Peoples Coffee on every kitchen bench, in every pantry.
If we raise our minimum target, we will be able to work with external marketing and design agencies to activate our brand through the supermarket sales channel. Raising our maximum will enable us to hire a Creative Director and fund the development of an In-house marketing team to elevate our story and build reach nationwide.
What we do
We operate across 5 distinct sales channels:
1. WHOLESALE PARTNERSHIPS
Supplying New Zealand’s leading cafes and eateries.
2. SUPERMARKETS
Our fastest-growing channel over the past two years.
3. CORPORATE PARTNERSHIPS
We supply a wide range of businesses across New Zealand. From the break-room pluger to a full espresso offering.
4. DIRECT TO CONSUMER
Online Webstore and Subscriptions.
5. BRICKS & MORTAR
We own and operate two flagship cafes in Wellington. These act as a 'billboard' for our brand, representing our ethos and quality.
Our opinion is that consumers - especially Gen Zs and Millennials - prefer ethical and sustainable brands. Peoples Coffee is perfectly positioned for this new landscape, as we are one of New Zealand's only Fair Trade, Organic, Bio-Gro, B-Corp, and Living Wage-certified coffee businesses.
Use of Funds
Share Breakdown
Ongoing Shareholder Relationship
Potential Returns - Peoples Coffee does not anticipate paying dividends for the next three years. We plan to reinvest all profits into the business to fund further growth, strengthen revenue, and grow market share.
Peoples Coffee will reassess this position annually and will pay dividends as and when profits are no longer required to be reinvested.
Benefits
Crowdfunding Shareholders = Community Shares (Non-Voting) & Ordinary Shares (Voting)
Tier 1 ($250-$2,499)
Community Shares + 10% Discount off Peoples Coffee Webstore (Whilst a
Shareholder)
Tier 2 ($2,500-$4,999)
Ordinary Shares (Voting) + 20% Discount off Peoples Coffee Webstore (Whilst a
Shareholder) + Limited Release Peoples T-Shirt + Professional Barista Training Course and Roastery Tour
Tier 3 ($5,000+)
Ordinary Shares (Voting) + Tier 2 Benefits + A Years Worth of Coffee (200g per week x
52)
Shareholder Communications
Peoples Coffee is a community of ethically-minded individuals utilising coffee as a vehicle to instigate meaningful change. To keep our community of shareholders informed, we will do the following:
- Hold an Annual General Meeting (AGM). We will broadcast this meeting for those who cannot attend in person.
- Prepare Annual Financial Statements and End-of-Year Reports
- Send out a quarterly video with news, views and stories at Peoples from Matt and James.
Trading Shares
Peoples Coffee Global Limited shares are not liquid and cannot be easily traded like other securities. Following this Capital Raise, Peoples Coffee intends to utilise Catalist Public Markets to offer regular auctions for Share Trading.
Company Structure
Peoples Coffee Global Ltd is the ultimate parent holding company of Peoples Coffee’s two operating companies: Peoples Coffee Limited (the production side of the business) and Peoples Coffee Retail Limited (the bricks-and-mortar, customer-facing side of the business). Peoples Coffee Global Limited owns 100% of these two operating companies. The investment is being offered in the ultimate parent company, Peoples Coffee Global Ltd, giving investors a share in the entire Peoples Coffee operation.
Management Team
James Beyer
General Manager of Peoples Coffee. James started his journey with Peoples Coffee in 2015 as Sales Manager and has been responsible for leading our team and positioning the company for growth since 2019. James started out his career in the coffee industry in Dispatch and Barista Training before spending some time tinkering with espresso machines and driving the length of the country sharing Peoples Coffee’s vision of a more sustainable coffee industry.
Rene Macaulay
Rene has been our Head Roaster since 2007. Over the past 15 years, Rene has travelled regularly to Origin (Coffee speak for the countries our coffee comes from) to spend time with Co-Op management and experience life on the ground with coffee farmers. The goal of these trips is to best understand how to grow strategic, long term partnerships in a way which can be mutually beneficial and foster a better future. As Head Roaster, Rene is responsible for our product quality and consistency, developing roast profiles and perfecting our blends.
Penelope Cree
Penny looks after all the moving parts behind the scenes. Penny oversees all our back-end processes including Cashflow, Budgeting, Accounts Receivable & Payable, Payroll and has built a reputation for excessively loud ringtones!
Corrina McAtee
Corrina is our Operations Manager. Corrina leads our Production team and all Inwards-Outwards goods. A wearer of many hats, you might even find her at the helm of our Probat Coffee Roasters filling in for Rene on the odd occasion.
Hayden Wood
Leading our wholesale network as Sales and Relationships Manager, Hayden is responsible for our wholesale partnerships, building new connections and nurturing existing relationships. Hayden oversees our Barista Training department and our external coffee technicians across New Zealand.
Dori Raphael
Dori runs our Flagship cafes, Constable Street and Luke’s Lane. Dori, alongside our site supervisors Leo and Jordy, leads our team of passionate baristas and coffee professionals. Dori is leading the charge to activate our Mansfield HQ, where, following this raise, we intend to create an espresso bar and retail space.
Governance & Advisory Board
Matt Lamason - Founder & Director
Hailing from a farming background in Dannevirke, Matt plied his trade as a barista in Wellington while studying the polarities of Politics and Psychology at Victoria University. A long-time lover of food and great hospitality, Matt turned down his first graduate job as a PR man in the Whips Office at Parliament to pursue a dream of making a difference in global trade via coffee. A year later Peoples Coffee was born, named from the print of his favourite Volcom t-shirt.
After eight years at the helm of Peoples, Matt stepped aside to nurture three beautiful humans, and went on to found other startups such as Trade School Industries - a trust focused on creating meaningful jobs for ex-prisoners from Arohata Women’s prison - and Kapiti Biodiesel - a shipping container lab that transformed waste cooking oil into biodiesel. Now based on the Kāpiti coast, Matt is passionate about seeing others’ dreams become a reality through life coaching, and living closer to the elements.
James Bushell - Advisor
James Bushell is a leading strategist in incorporating ethics and sustainability into commercial models. He has worked across a range of industries, scales and countries, applying data-driven and systems-thinking approaches to create impactful solutions.
He has had governance and executive experience in developing, emerging and developed economies, so understands the challenges that come with different environments and the practicalities of actually getting things done. James cares deeply about people and is driven to create a more equitable and sustainable world.
Richard Shirtcliffe - Advisor
A veteran CMO, CEO and Director, Richard has been founding, building, and transforming purpose-driven brands in NZ, the UK and USA for over 30 years, across multiple categories.
Whilst claiming that his greatest achievements are his kids, consistently avant-garde hairstyle and an especially head-turning stall at the 1983 Hatepe tombola, he’s perhaps better known for having led globally successful local brands phil&teds, Mountain Buggy, Mokopuna merino, and Prorack; for growing Tuatara Brewing into NZ’s largest independent craft brewery as CEO, and subsequently as CEO of Coffee Supreme International, and noho.co.
A longtime Peoples Coffee fanboy, Richard has a passion for ‘un-mucking the world’, and now devotes his time to helping build disruptive 'triple bottom line' brands like WildClean.com, the world’s first plastic and carbon-negative cleaning co.
Risks & Mitigations
Risk |
Description |
Mitigation |
|
Increased competition |
New Zealand has a saturated coffee scene; there is the risk that we see more competitors enter the industry. |
With a combination of our product quality, 18 years of trade, a wealth of experience within our team and the increased production capacity from our Mansfield HQ, we will be able to remain relevant and continue to compete. |
|
Key personnel |
The potential to lose key personnel |
Following the Covid-19 pandemic and subsequent lockdowns and isolation periods, we have automated many areas of our supply chain, from order processing to packing design and have been training two or more staff to fulfil key roles within our company; notably coffee roasting. |
|
Profitability |
The risk of not operating profitably |
We are diversifying our sales channels to build resilience against potential external factors such as Covid-19 lockdowns. We are working closely with our advisors and accountants to maintain appropriate margins across all revenue lines. We also aim to keep tight controls over our costs. |
|
Cashflow |
The risk of not having sufficient working capital to meet our obligations due to either a downturn in sales or delayed payments from our customers. |
We have been working closely with our new banking partner BNZ to establish appropriate capital products to meet our growth strategies. We will continue to chase up any late-paying customers and adjust payment terms accordingly. |
|
Key production equipment |
The risk of breakdowns with our coffee roasting equipment. |
Post-raise, we plan to acquire a larger capacity coffee roaster to add to our fleet. This will ensure we can continue production should our current equipment require repairs or extended maintenance. |
|
Being underfunded |
The risk of not meeting our maximum subscription of $1.5 million |
We believe that our minimum target of $250,000 will be sufficient to increase production efficiency, fund our preliminary marketing and sales strategies and activate our Mansfield Street espresso bar & retail space. |
|
Coffee shortages |
The risk of not being able to source coffee |
We have partnered with TradeAid since we began trade in 2004. TradeAid have built robust supply chains across the globe, forwarding contract coffee volumes and pre-financing shipments. As we grow, we intend on lifting stock on-hand from one month to six months to build resilience. |
Warning statement
This document has been prepared by Peoples Coffee Global Limited. The purpose of this document is for information in relation to the Peoples Coffee Global Limited share offer on PledgeMe. All efforts have been made to ensure the accuracy and reliability of the content, as of the date of this document.
PledgeMe is licensed and regulated by the Financial Markets Authority, and the share offer made by Peoples Coffee Global Limited will only be available for acceptance through the PledgeMe website.
Equity crowdfunding is risky. Issuers using this facility include new or rapidly growing ventures. Investment in these types of business is very speculative and carries high risks. You may lose your entire investment and must be in a position to bear this risk without undue hardship. New Zealand law normally requires people who offer financial products to give information to investors before they invest. This requires those offering financial products to have disclosed information that is important for investors to make an informed decision. The usual rules do not apply to offers by issuers using this facility. As a result, you may not be given all the information usually required. You will also have fewer other legal protections for this investment.
Ask questions, read all information given carefully, and seek independent financial advice before committing yourself.
A note from PledgeMe
We have completed checks on Peoples Coffee Global Ltd and its directors, as set out in our Disclosure Statement. These checks are limited in scope - for further information on what they cover, please see our Disclosure Statement. There were no adverse findings.
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Only $50k to go!!!
11/12/2022 at 11:41 AM
We are now only $49,970 away from meeting our target!
With 80% down, we are now on the final stretch. Have you considered increasing your pledge? Pledges above $2,500 receive a bundle of benefits, such as commercial coffee training, limited release merch and for $5,000+ you get coffee for a year!
Alternatively, sharing our campaign with your networks would be super helpful!
You need to pledge to see this update.
Off to a incredible start!
03/12/2022 at 8:05 AM
Kia Ora Peoples Coffee community,
What a start! Already 35% towards our new minimum! Know someone who might be interested in this campaign? Give them a shout and help us blow past that $250k!
As always, feel free to reach out to us through [email protected] if you have any questions.
Offer Details
| Current Valuation | 10,000,000 |
| Raise Minimum | 250,000 |
| Raise Maximum | 1,500,000 |
| Share Price | 10.00 |
| Minimum Pledge | 250.00 |
| Maximum Shares Offered | 150,000 |
Explanation of valuation:
The valuation of Peoples Coffee Global Limited has been undertaken by its shareholders and Advisory Board. The valuation has been calculated using the ‘Multiple of Revenue’ method. This method is commonly used by growing Food & Beverage companies when raising capital from the public.
The current shareholders and Advisory Board are comfortable that a 3.2x multiple on the 2022 Financial Year’s actual revenues reflects a fair market value, based on the growth potential of our new factory premise and expansion opportunity into supermarket distribution.
These financial numbers are a consolidation of the actual and forecasted numbers of People Coffee Limited and Peoples Coffee Retail Limited which are the trading companies of the People Coffee Global group. The consolidation was performed by +MORE Advisory and Accountancy.
Liabilities are predominantly made up of accounts payable and business and equipment loans.
Financial Summary
| Prev Year | Current Year | Est. FY 2026 | Est. FY 2027 | |
|---|---|---|---|---|
| Revenue | NZ $3,125,213 | NZ $3,333,000 | NZ $4,740,000 | NZ $6,930,000 |
| Operating Expenses | NZ $2,978,721 | NZ $3,270,427 | NZ $4,258,900 | NZ $5,716,900 |
| EBITDA | NZ $146,492 | NZ $62,572 | NZ $481,100 | NZ $1,213,100 |
| Net Profit | -NZ $37,429 | -NZ $28,776 | NZ $247,713 | NZ $711,439 |
Company Details
Company Name: Peoples Coffee Global Limited
Company Number: 9429050754434
Company Documents
Director Details
| Name | Role | Profile URL | Invested? |
|---|---|---|---|
| Matt Lamason | Director | https://www.linkedin.com/in/matt-lamason-78326850/ | ✔ |
Followers of Peoples Coffee Global Limited (Peoples Coffee)
31/01/2023 at 1:45pm
30/01/2023 at 11:59pm
"excited about this! hope to visit one day!"
30/01/2023 at 11:44pm
30/01/2023 at 10:29pm
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30/01/2023 at 9:20pm
30/01/2023 at 8:49pm
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27/01/2023 at 1:01pm
27/01/2023 at 12:49pm
26/01/2023 at 2:11pm
26/01/2023 at 1:30pm
"Congratulations on the successful funding round. "
26/01/2023 at 12:19pm
26/01/2023 at 10:56am
26/01/2023 at 9:24am
"Power (and coffee) to the Peoples!"
26/01/2023 at 7:45am
25/01/2023 at 11:19pm
25/01/2023 at 3:35pm
25/01/2023 at 1:36pm
25/01/2023 at 11:29am
25/01/2023 at 11:13am
"Power to the Peoples!"
25/01/2023 at 10:57am
24/01/2023 at 11:24pm
"Take it to the people! "
24/01/2023 at 7:10pm
23/01/2023 at 10:12pm
23/01/2023 at 7:03pm
I want to embed this investment somewhere
