The Story Behind The Coffee Concierge: It’s Not Just About Coffee

The Coffee Nerd...err..."Concierge"

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Today I thought I would share the story behind, as well as what’s coming in the near future.

First, allow me to re-introduce myself. My name is Benji and I live in San Francisco, CA. I grew up in nearby Berkeley, where the very first Peet’s coffee came into fruition.

I work as an independent contractor in the internet marketing industry, with a special focus on Search Engine Marketing (SEM). It’s kind of like SEO, but it deals with the sponsored listings in the search results, not the organic ones.

Given my work background, I became interested in trying to build websites, particularly those that could rank for a particular keyword. I discovered this guy named Pat Flynn who documented his whole experience building one of these “niche sites,” and I was eager to give it a try myself thinking the learning experience would be an invaluable supplement to what I do for a living.

And let’s be honest, I also hoped I could make a little bit of “passive income” on the side.

Coffee Makers Was the Niche I Chose

My interest in coffee was slowly growing since my college days where I worked for a coffee organization that brought coffee almost directly from the farmer to the consumer.

But I wasn’t really passionate about coffee my whole life. In fact, at the time I believe it was more common for me to drink maté or throw back a 5 hour energy than it was for me to drink a cup of Joe.

Anyways, I chose coffee makers as my niche website topic for most of the wrong reasons. Traffic. Earning potential. Content potential.

I was focused on making the site a success not because I loved coffee, but because I thought I could be successful in ranking for the keyword “top rated coffee makers.” Looking back, this was a silly goal.

Project to Passion

Over time, I stopped caring about my search engine rankings because I was actually having fun writing about not just coffee makers, but coffee itself.

You see, I never realized how variable the whole coffee making process could be. And by striving to make the best cup of coffee or espresso I could possibly make, I was having a lot of fun with the whole process as well as the documentation of it.

And Then, The Epiphany

I didn’t realize I wanted to go full-time in the coffee industry until I went to Coffee Con SF in mid-2014. This was basically an event for coffee vendors and fanatics to show off their stuff and learn everything there is to know about coffee.

I was there for approximately 8 hours on a Saturday, attending classes with the same excitement one would feel for seeing a favorite artist at a music festival.

I mean, if there was a less obvious sign that I needed to work with coffee, I may have missed it.

The Future of

As of a few months ago, I decided it was time for a change with this site. The first thing that needed to be changed was the name, and I’ve got one.

The second thing that needed to be changed was the domain, and I’ve got one.

The last thing that would need to be changed was the look and feel of the site, and that’s what I’m working on now.

The goal is to make coffee more personal so that I’m connecting directly with you, and vice versa. I hope from this that a greater coffee making community can develop, but for now I’m going to start small and work on the individual relationship I have with all of you readers.

Thank you for your ongoing support…and I’ll have an update for you on the site transition very soon.

To get instantly notified about the change, make sure to sign up for my coffee makers’ email list here.

So That’s My Story

In a nutshell, the main reason I’ve stuck to this whole coffee thing is because of you! With every person that visits this site, I get more and more inspired to grow it and continue to improve it as a coffee making resource.

Having said that, I’d love to know your story…whether it’s about coffee or not. Please introduce yourself in the comments below. I’d also love to hear about what you’d like to learn about coffee so I can continue to add content that everyone will benefit from.

So go ahead…share in the comments or shoot me an email through the contact link.

A Brief Note on My Dog, Pinkerton


My family’s young dog passed away this past MLK day due to an extremely rare spinal cord degenerative condition post back surgery.

I hate to mention this here because I know it really has nothing to do with coffee, but I know I’d regret it if I didn’t ask.

If you have found any of the content on this site helpful enough to merit the cost of a cup of coffee, I’d greatly appreciate it if you bought a cup of coffee for Pinkerton.

While I never actually saw him drink a cup of coffee, he pretty much ate and drank anything that was put in front of him, so I know he’d appreciate it.

Again, I’m sorry to ask for anything…so of course no judgments if you aren’t in the place to make a donation.

Here’s the link to the Indiegogo campaign one more time. As of this post the campaign ends in 7 days.

Thanks for being an awesome, loyal reader. I look forward to the site’s transition!


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