Overview
Brumachen was a company that sold portable coffee brewers and eco-friendly coffee pods. The company was founded by Kweku Larbi and Ross Smith.
Larbi is an immigrant from Ghana who studied civil engineering at Cleveland State University. Smith is a social media influencer from Columbus, Ohio, with over 23.9 million followers on TikTok.
Larbi created Brumachen after becoming dependent on coffee while working on construction sites. He created a prototype for a single-serve portable brewer with the use of a 3D printer.
Smith, who had a large following, decided to partner with him.
The co-founders launched a Kickstarter campaign in 2020, asking for $6,000 but ended up raising $41,553 from 470 backers.
They appeared on Shark Tank, asking for $1 million for a 10% equity stake, but didn’t get a deal.
Brumachen closed down in 2021 as they struggled to generate worthwhile sales.
Shark Tank Pitch
Brumachen appeared on Shark Tank, asking for $1 million for a 10% equity stake.
Ross and Kweku delivered a confident pitch, clearly articulating the rationale behind the product. They further explained that Brumachen had a profit margin of 60%.
However, things went south when they revealed how little they made in sales.
A $10 million valuation was insanely high for a business with $41,000 in sales. The Sharks liked the product but Mark and Robert thought the design could be improved.
The pitch would have gone better if Kweku was by himself and had a reasonable valuation.
What Happened After Shark Tank?
The founders didn’t get the money they wanted, but got enough publicity to keep the business afloat for a year.
Based on Kweku’s LinkedIn profile, Brumachen closed down in 2021 as they struggled to generate worthwhile sales. The Brumachen brewer and pods were only available on their website, Brumachen.com.
However, many people were hesitant to buy as Kickstarter comments were mostly negative. Some customers are complaining about not receiving orders and others claim the product was damaged during shipping.
Brumachen Brewer averaged 3 stars based on 102 reviews on their website, which is now offline. Brumachen didn’t report any recent sales figures.
Kweku Larbi is now founder and Creative Director of Baxter Wood Company, a sustainable clothing company.
The Founders
Kweku Larbi and Ross Smith are the founders of Brumachen.
Larbi is originally from Ghana and immigrated to the United States with just $2,000 to his name. He studied civil engineering at Cleveland State University and worked odd jobs to pay the bills.
Ross Smith is a social media influencer from Columbus, Ohio, who rose to fame making silly videos with his grandmother. The content creator has collaborated with brands like Burger King and the NFL.
Larbi connected with him while working on a coffee startup. Essentially Kweku is the brains behind the product and Ross was involved mainly because he has a large following.
Founding Brumachen
While working on construction sites, Larbi became dependent on coffee to get him through the day. However, there were no good coffee vendors near where he was working.
This ignited the idea of a coffee machine that he could take anywhere.
The engineering student created a prototype for a single-serve portable brewer with the use of a 3D printer and Brumachen was born. Along with it, the creator made biodegradable coffee capsules called Leaf Pods.
During their collab, Ross loved Kweku’s idea and decided to partner with him.
In 2020, the co-founders launched a Kickstarter campaign, asking for $6,000 but ended up raising $41,553 from 470 backers.
Lessons From Brumachen’s Success
Based on the Shark Tank episode about Brumachen, here are three practical tips for aspiring young entrepreneurs:
1. Understand and justify your valuation
Kwaku and Ross asked for a high valuation of $10 million, which the sharks found unrealistic given their sales and proof of concept. Entrepreneurs must ensure their valuation is justifiable with solid sales data, market analysis, and a clear growth plan.
Overestimating can deter potential investors.
2. Highlight unique selling points (USPs) clearly
Brumachen’s biodegradable coffee pods and portability are significant USPs, but the presentation also focused on the product’s functionality over aesthetics.
Entrepreneurs should balance functionality and design while clearly communicating what makes their product unique and valuable to potential investors and customers.
3. Leverage influencer marketing effectively
Ross Smith, a social media influencer, played a key role in marketing Brumachen.
Using an influencer’s platform can significantly boost product visibility. However, this needs to be coupled with proven sales and market traction to convince investors.
Entrepreneurs should leverage influencer partnerships while ensuring their business fundamentals are solid.
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