Pay Your Dues: A Company Update

The internet is an incredible place—an endless sea of possibilities, packed with knowledge, advice, and stories you never knew you needed (and some you wish you hadn’t seen). But for all its wonder, there’s one thing the internet can’t quite do: capture what something truly feels like.

Sure, YouTube can give you a taste of an epic trip to Thailand, and Spotify can transport you back to the glory days of your youth. But to really feel the uncomfortable truths, the sticky in-betweens, the “what ifs,” and the gut-wrenching anxiety of making something work (or watching it fail), there’s only one way to get that: by doing it.

Before I started HIP, my understanding of entrepreneurship was a watered-down version of reality. I spoke with entrepreneurs, binge-watched the success stories, and convinced myself I was ready to tackle the proverbial boulder. (Sisyphus would have had a good laugh at my expense.)

Nine months in, and here we are—deep in the trenches of a startup, learning as we go. It’s been a rollercoaster of ups and downs, but I’ve also had a ton of fun shaping something from the ground up. But here’s the kicker: no one can really prepare you for the wild, unpredictable ride of bringing an idea to life. It’s like fumbling around in the dark, crashing into tables, chairs, and sometimes other people. It’s chaotic, disorganized, and exactly what I imagine the “Pay Your Dues” phase of entrepreneurship to be. But you know what? That chaos is necessary. It’s the crucible that turns ideas into reality.

But enough about the struggle—let’s talk about the wins. Nearly a year in, and we’ve scored some pretty cool victories. I dive into the details on episode 4 of our podcast Basement Philosophy, but here’s a snapshot of what we’ve achieved so far:

1. Triple-Digit Sales

Our first sale hit in January 2024, and we’ve been picking up steam ever since. Nine months in, and we’ve crossed the triple-digit mark in bags sold—100+ bags delivered coast-to-coast across Canada. We even shipped to New York and North Carolina, making HIP a truly international venture. Did I ever think I’d be sending soluble barley coffee to Nova Scotia or NYC? Not in a million years. But here we are, and it’s exhilarating. We’ve also started to see repeat, multi-bag customers who’ve become loyal fans of HIP. Next goal: quadruple digits!

2. Securing Shelf Space

Earlier this year, we landed our first spot on a store shelf, thanks to some good friends who believed in us. Our hometown store, Northern Naturals in Sault Ste. Marie, Ontario, took a chance on us, and we’ve sold out three times. It’s been a thrilling validation of our product and our mission.

3. Expanding Shelf Space

Riding high on that first win, we reached out to another local business, Sweet Greetings—a chain of five stores that saw the potential in HIP and welcomed us aboard. This partnership is still fresh, so we’re eagerly awaiting the numbers, but we’ve already sold our first bag on the same day it hit the shelf. Something’s definitely brewing!

4. F45 Pop-Up Events In a move that aligns perfectly with the spirit of HIP, I’ve partnered with F45, the global leader in HIIT training, to host a series of pop-up events. Over the past few weeks, I’ve had the incredible opportunity to showcase HIP at four of their Toronto gyms, starting with the St. Lawrence Market location. F45 embodies toughness, resilience, and the grit it takes to push through intense workouts—qualities that I’ve always envisioned for HIP as a brand. Throughout September, we’re scheduled to pop up at the rest of their downtown Toronto locations, spreading the word and getting our product into the hands of their dedicated members. To be associated with such a powerhouse brand like F45 is not just a strategic win, but a great honor. It’s a thrilling chance to position HIP right where it belongs—in the heart of a community that values strength, determination, and resilience.

5. Breaking into the Restaurant Scene

This one’s still under wraps, but we’ve made significant strides in a space we’ve been eyeing: restaurants. It’s a tough nut to crack, with everyone vying for the same spotlight, but we’ve adopted a shotgun approach—keep firing until something hits. And we think we’ve finally landed a shot. Stay tuned; hopefully, we’ll be able to share more in our next update.

As I reflect on the journey so far, it’s clear that starting HIP Alt. Coffee has been anything but a smooth ride. It’s been messy, chaotic, and at times, downright challenging—but it’s also been incredibly rewarding. Each win, no matter how small, is a testament to the hard work, persistence, and passion that’s gone into building this company. From our first sale to securing shelf space, we’ve turned a sliver of an idea into something tangible, something real. And while there’s still a long road ahead, I’m excited to keep pushing forward, embracing the chaos, and celebrating every victory along the way. This is just the beginning, and I’m thrilled to have you all on this journey with me. Here’s to what comes next—let’s keep making it happen.