This ad will close in

David vs. Goliath

In the war against Starbucks, independent coffeehouses have a viral marketer on their side.

Greg Ubert wants to save the independent coffeehouse from extinction. A Harvard-trained economist, he's waging a grass-roots marketing war against Starbucks. "Independent coffeehouses recognize the need to compete against the behemoth," says the 39-year-old founder and president of CrimsonCup.

Launched as a wholesaler of coffee beans in 1991, the $5 million Columbus, Ohio, firm crusades for the survival of its customer base--360 independent coffeehouses. By offering marketing support, consulting and everything from beans to advertising banners, CrimsonCup ensures customers gain the benefits of a recognizable national brand without sacrificing the authenticity of independence.

The quality seal program is catching on: About 70 coffeehouses in 16 states display the CrimsonCup logo, and the company's sixth Independents' Day, a popular annual gathering, is expected to draw more than 150 coffeehouse owners this year.

Like this article? Get this issue right now on iPad, Nook or Kindle Fire.

This article was originally published in the August 2006 print edition of Entrepreneur with the headline: David vs. Goliath.

Loading the player ...

This Is the Most Important Habit for Business Success

Ads by Google

0 Comments. Post Yours.