This month’s spotlight features Efrem Fesaha, CEO & Founder of Boon Boona Coffee. Read on to learn more about how Efrem’s passion for coffee led him on an incredible journey to entrepreneurship.
Could you briefly explain some of your responsibilities in your current role?
CEO of Boon Boona Coffee – decision maker, janitor, accountant, coffee sensory analyst, are just a few of my responsibilities. Upholding our goals of sourcing ethically and building locally, all while delivering great coffee, is what I spend my time evaluating and working to execute on. I have a great team around me that supports me through this journey. I am currently working on a buildout, while growing our wholesale business.
How did you come to decide that entrepreneurship was the right career path for you?
A trip to Asmara in 2011 inspired me to return to my home in Seattle to build a coffee business that was centered around African coffee and engaged the local community through a cafe experience. I had a career in corporate finance that burned me out shortly after the financial crisis of 2008, so I chose to take 6 months to learn more about where I come from, improve my Tigrinya, and become familiar with the beautiful places my parents spent their childhood in Asmara and Gura.
What skills have you found vital for your role, and how did you learn them?
A career in corporate finance helped me navigate some of the financial pitfalls and gain a better understanding of levers available to sustain a business. I also loved sincere conversations and relationships, which can be attributed to drinking boon/boona with my family and sharing stories with one another. I believe this manifests itself in the way I do business, I’m not interested in simply a dollar gained, but a relationship and some positive impact made in the community.
What are some mistakes new entrepreneurs make early on in their journey?
Mistakes are inevitable, one’s ability to bounce back is the key. Having the willingness to say, “I don’t know” or “I need help” is important. Humility as an entrepreneur will take you much further than the gloating about being in a position of leadership. Dropping the ego and realizing one’s shortcomings will help you grow/pivot/recreate. Lastly, don’t forget to be frugal.
What are three important factors to consider when starting a new business?
Your purpose should be greater than oneself – financial gain is great but something greater than money ideally should be the motivator. Next would be how to create a business where one controls their path – sourcing, partners, location, structure etc. Lastly, emotional discipline is key, how to stay even keeled as situations both good and bad may arise, daily!
What are the most rewarding and challenging aspects of being an entrepreneur?
Satisfaction in doing good for someone other than myself, building commerce between Africa and my local community, providing a safe space for my local community within our cafe. Some challenges are overcoming limitations in my experience and financial capital.
You are an exclusively African coffee roaster. What made you go in this direction and what does this mean for your brand?
The tastiest coffee comes from Africa, the opportunity to spotlight the producers (farmers), and to encourage more commerce with Africa. I grew up in a household where a love for language and tradition existed, my parents inspired me. I also had the opportunity to travel to several nations on the African continent and the experiences made me love it more, it was only natural.
To date, what is your greatest professional accomplishment?
Launching Boon Boona Coffee has definitely been a great achievement, surviving and thriving through a pandemic. We have in three years opened two cafes, with a third opening this fall. We have cafes on the campuses of Microsoft, Amazon, Adobe, Gates Foundation, and Seattle University. We have a strong online presence through boonboonacoffee.com, and we’re also in 60 grocery stores in our region. I am grateful for all the support along this 10-year journey, my wildest dreams have come to life.
What’s one piece of advice you would give someone looking to become an entrepreneur?
“Only make moves when your hearts in it…sky’s the limit” – Notorious BIG.
What do you do for fun outside of all your hard work and efforts toward building your career? Hobbies?
Traveling, jogging, reading, and drinking coffee.