The business

• Business name: Northwind Coffee
• What you sell, with prices or price ranges: Small batch coffee, roasted every Tuesday in our cafe on Harbour Street. Beans by the bag to take home or have delivered:
  • House filter roast, 250 g, $16
  • Single origin of the month, 250 g, $19
  • Espresso blend, 250 g, $15
  • Decaf, 250 g, $17
  • Holiday blend, 250 g, $18. First roast ships 1 December.
  • Delivery: $5, free over $40. Ships every Wednesday after Tuesday's roast.
  • Drinks in our two cafes: filter coffee $4, flat white $5, our most expensive drink is $6.50.
• Who you sell to: Mostly locals who come into our two cafes in town (Harbour Street and the Old Mill), plus people who found us through our YouTube pour-over videos and order beans online. They care about fresh coffee that is easy to get right at home, knowing where it comes from, and not being talked down to.
• The problem you solve for them, in their words: "Coffee at home never tastes like it does in the cafe."
• Why they pick you over the alternatives: Small batch, roasted every Tuesday in our own cafe. We started in 2019 with one cafe and a secondhand roaster in the back room, and now roast about 60 kilos a week. We buy from three farms we have worked with for years, and we print the farm and roast date on every bag. We think good coffee at home should be simple: fresh beans, a scale, and a bit of patience. We would rather you buy one bag you love than five you forget about.
• Where you sell: Two cafes in town (Harbour Street and the Old Mill), and the online shop at northwind.example.com/beans, with delivery.

How you sound

• Three words for your tone of voice: warm, plain, unfussy
• Things you always do when you write: Short, plain sentences. Specific numbers and details (15 g of coffee, a 30 second bloom, bags go out Wednesday). Answer the question straight away, then say why ("Simple: ..."). Give practical fixes ("Sour? Grind finer. Bitter? Grind coarser."). Write words out in full rather than using contractions (you will, that is, we would rather). Explain things without talking down to anyone.
• Things you never do: Discounts. We never do discounts, we would rather add something extra. Emojis: we don't use emojis much. Never promise next-day delivery.
• Words and phrases you use a lot: roast day, roast date, small batch, fresh beans, simple, the farm, bags go out Wednesday
• Words and phrases you never use: artisanal, curated, elevate, premium, and coffee snob words like mouthfeel

Where you post

• Platforms, and how often on each: Instagram, three times a week. YouTube, once a week (pour-over videos).
• Your content pillars:
  1. Roast day: what we are roasting this week and when bags go out
  2. Why we do things the way we do (roast dates instead of best before dates)
  3. Brewing at home: recipes and fixes, like our pour-over recipe
  4. The farms we buy from

Three sample posts

1. Tuesday is roast day. If you are walking past Harbour Street before 10, you will smell it. This week: the house filter and a new single origin from the farm we visit every spring. Bags go out Wednesday.
2. A customer asked why we put the roast date on the bag and not a best before date. Simple: a best before date can be a year away and tells you nothing. Most beans taste best between one and five weeks after roasting. So we tell you when we roasted it.
3. Our pour-over recipe, the one we use behind the counter: 15 g of coffee, 250 g of water just off the boil, a 30 second bloom, three slow pours. Sour? Grind finer. Bitter? Grind coarser. That is the whole secret.

Standard links

• Website: northwind.example.com
• Shop or booking page: northwind.example.com/beans
• Other links you share often: Videos at northwind.example.com/videos. Free brew guide at northwind.example.com/guide.

Right now

• What you are focused on this month: Getting people to order the holiday blend early. The first roast ships 1 December.
• Anything AI should avoid mentioning: The Old Mill cafe's opening hours (they change in winter). Never promise next-day delivery.