Cafeco: transforming coffee waste into sustainable coffee cups – customer discovery

Abstract

This work project examines the development and validation of Cafeco, a sustainability-driven startup transforming used coffee grounds into reusable cups. Guided by Eric Ries’ Lean Startup methodology, the study focuses on validating key leaps of faith, including market interest, customer willingness to pay, scalability of production, and the sustainability of the business model. Through iterative experimentation and data-driven insights, Cafeco refined its business strategies to align with its mission of promoting sustainable living and circular economy principles. The research highlights how entrepreneurial agility can address environmental challenges and create meaningful impact. The individual part focuses on customer discovery, finding out, who the perfect customer might be and drawing a first customer archetype.