Pivoting to Find Your Perfect Customer | Josh Zloof of Sudden Coffee

Customer research is the core of every good marketing strategy. Finding product-market fit is nearly impossible if you don’t talk to a ton of people about your product, test it out, and find the audience who truly loves it.

This is exactly the method that helped Josh Zloof find the right customers for Sudden Coffee. He faced what seemed like an insurmountable challenge -- how do you change the bad reputation of instant coffee? To most people, it’s seen as cheap, fast, and pretty tasteless. In comparison, Sudden Coffee offers coffee snobs everywhere a fast and delicious cup that you can buy today on Amazon or at Whole Foods.

But it wasn’t an easy path to get there! After working at Groupon, Josh was determined to start a company in the food space, but couldn’t settle on the right idea. It took him tons of experimentation, a lot of customer research, and a complete re-brand before Sudden found its identity and core market.