You just met Steve

Three things I noticed

What stands out about Siam Coffee Roasters

A fictional Chiang Mai roastery buying direct from hill-tribe farms in Northern Thailand, selling wholesale to cafes and hotels and retail through its own two cafes and an online shop.

1. 01

   Direct trade is the story

   Buying straight from named farms is a quality and a marketing advantage that importers of blended beans cannot match.

   "We buy direct from 14 farms in Doi Chang and Doi Saket" on the About page

2. 02

   Wholesale carries the volume

   Cafe and hotel accounts look like most of the tonnage; the two cafes act as showrooms for wholesale buyers.

   Wholesale page lists 60+ partner cafes and five hotel groups

3. 03

   Customers say it unprompted

   Reviews keep naming the people and the farms, not just the coffee. That is a brand, not a product.

   4.8 average from 212 Google reviews; 40 mention a staff member by name

Worth celebrating

A roastery that has earned its reputation one cup at a time

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• Google rating

  4.8 / 5

  from 212 reviews, 40 of them in the last year

  Source: Google Maps

• Wholesale partners

  60+

  cafes and five hotel groups across Northern Thailand and Bangkok

  Source: their website

• Awards

  2x Gold

  Thailand Coffee Fest roasting competition, 2024 and 2025

  Source: Thailand Coffee Fest results

The story so far

Milestones

1. 2016

   First roaster installed in a Nimman shophouse

2. 2018

   Direct-trade agreements with the first five farms

3. 2021

   Second cafe and online shop launched

4. 2024

   First gold at Thailand Coffee Fest

The bigger picture

Specialty coffee in Thailand

Thai specialty coffee is growing faster than the market around it, and buyers increasingly ask where beans come from. Roasters with real farm relationships are the ones hotels and cafes want to name on their menus.

If I joined

My first 90 days

1. 1

   Days 1-30

   Listen and learn

   Based on: Roastery, two cafes, wholesale desk and online shop named on the site

   • Spend a week in each of roastery, cafes and wholesale
   • Map a wholesale order from first sample to repeat
   • Baseline margin by channel
2. 2

   Days 31-60

   Quick wins

   Based on: 60+ wholesale accounts; reviews naming staff and farms

   • A reorder reminder for every wholesale account
   • Turn review praise into wholesale case studies
   • One stock view across roastery and cafes
3. 3

   Days 61-90

   Foundations

   Based on: Two golds and a direct-trade story competitors cannot copy

   • A hotel programme with farm-named menus
   • Subscription line for the online shop
   • A quarterly plan the founders can hold me to

How I would help

From what I saw to what I would do

1. Idea 1

   1. 1

      I noticed

      Wholesale carries the volume but reorders look manual.

   2. 2

      Which means

      Every missed reorder is a cafe trying someone else's beans.

   3. 3

      What I'd do

      I would put wholesale on a CRM with automatic reorder prompts and account health at a glance.

   Proof: One operating system →

2. Idea 2

   1. 1

      I noticed

      The reputation is strong and specific, but it lives in reviews.

   2. 2

      Which means

      Wholesale buyers never see the best evidence for choosing you.

   3. 3

      What I'd do

      I would turn reviews, awards and farm stories into a sales kit the team uses on every pitch.

   Proof: BTIS turnaround →

Proof

Things I have built

• BTIS turnaround

  +76% revenue

  Joined as COO in 2025. Revenue up 76% and the company's first profitable year after four years of losses.

  operationsgrowth

  Show the numbers

  Year	Revenue	Net profit
  2021	407,192	-799,735
  2022	5,640,756	-5,856,129
  2023	6,489,139	-5,650,599
  2024	12,875,944	-1,815,444
  2025	22,614,435	674,599

  Source: DBD DataWarehouse, Income Statement 2021-2025, data as of 12 Oct 2026

• One operating system

  1 pipeline, 17 people

  CRM and ERP operating system wired into one pipeline from inquiry to signed engagement, run by a team of 17.

  automationcrm

• This page

  Built live

  Built from a photo of a business card by an AI pipeline I designed. Scraped, audited, written and published in minutes.

  aibuild