If you had a business that made you an additional $15,000 in a year, what would you do with that money?
I recently went on the /Entrepreneur subreddit to find people to interview about their side hustle or side business and I came across Keren Tambwe, who managed to make $15k in gross income from her tea business called Cup’ital Tea.
I found Keren and her business interesting and it’s always fun to interview people who are on their way up because they are closer to the beginning which can offer fresh insights and relatable advice for others just starting.
Before we get started with the interview, consider signing up to my newsletter creator hustles to not miss any updates like this one:
Tell Us A Little Bit About Yourself And Your Background
I am 24 and a college student. I came to the U.S in 2011 and have been living ever since. I had a very big love for tea, I drank it almost everyday at home. Tea isn’t a very popular beverage in the U.S, at least not as much as coffee.
In 2020, I decided to start my own tea business, Cup’ital Tea. I was really passionate about it and did a lot of research on different types of tea and what tastes good together. When I finally had enough money, I bought an LLC, made a logo, and got all the ingredients I needed to make my tea blends.
I even designed the packaging for my tea! After taking care of all the legal stuff, I finally launched Cup’ital Tea.
What was the moment or idea that sparked the creation of Cup’ital Tea?
The spark that ignited Cup’ital Tea came from a simple observation: the lack of diverse, high-quality tea options in the United States compared to other parts of the world. As a devoted tea lover myself, I noticed that while coffee seemed to dominate the beverage scene, tea – with all its richness and variety – often took a backseat.
It was during one of my daily tea rituals, savoring a comforting cup at home, that the idea struck me. Why not share my love for tea with others and introduce them to the wonderful world of flavors and aromas that tea has to offer?
That moment of realization was the beginning of a journey fueled by passion and a desire to fill that gap in the market. I envisioned creating a tea brand that not only offered exceptional quality but also celebrated the beauty and diversity of tea culture from around the globe.
With that idea in mind, I embarked on the adventure of turning my passion for tea into a business, and thus, Cup’ital Tea was born. From that initial spark of inspiration, I poured my heart and soul into crafting unique blends that would captivate tea enthusiasts and invite them to experience tea in a whole new way.
How Exactly Did You Test Your Idea Before Going All In?
To be honest, I didn’t test my idea before diving in headfirst. I was fueled by passion for what I love – tea. While passion is essential, looking back, I realize I skipped a crucial step. I didn’t conduct thorough market research or test my product with a small audience before fully committing.
In hindsight, I don’t recommend this approach. It was a risky move, and I learned the hard way. However, I consider myself fortunate to have stumbled upon a partnership with Sips By. This partnership was a turning point. I was able to showcase my blends through their subscription boxes, which allowed me to gauge customer interest and receive valuable feedback.
Starting a business comes with its set of challenges. Could you share some of the obstacles you faced in the early days of Cup’ital Tea?
Starting Cup’ital Tea was a dream, but it came with hurdles. The biggest challenge? Working capital. As a college student with limited funds, every financial decision was crucial.
Being new to business was tough. I had the passion for tea but had to learn the ropes fast. Marketing was a struggle without a big social media following. Getting Cup’ital Tea known was harder than I expected.
Reality hit hard. Running a business was more demanding and costly than I imagined. From sourcing ingredients to designing packaging, expenses added up fast.
Despite the challenges, I stayed determined. Each obstacle was a chance to learn and grow. Seeking advice and embracing the journey, I pushed forward.
How did you achieve $15k in gross income? Can you share some strategies that contributed to your sales and business growth?
Despite a limited marketing budget, Cup’ital Tea reached a significant milestone of $15k in gross income through strategic partnerships. Partnering with Sips By, a tea subscription company, proved instrumental. We became a supplier, sending full-size teas and samples for their subscription boxes, which exposed our products to a targeted audience of tea enthusiasts. This partnership not only provided valuable exposure but also allowed customers to try our teas and purchase more through Sips By’s platform. With a revenue-sharing model in place, we were able to maximize sales while keeping costs in check. This innovative approach to marketing helped us achieve early success as a small business, laying a solid foundation for future growth and expansion.
Note: If you have a product that subscription boxes could use, consider reaching out.
On Top Of Partnerships, Are There Other Ways You’ve Grown?
Apart from partnerships, I found success by selling more in person than online. I didn’t do much marketing, relying instead on word of mouth. Customers who loved my blends shared their experiences with others, bringing in new customers naturally.
I discovered that I enjoy one-on-one interactions, where I can share the story behind each blend. These personal connections have been key to Cup’ital Tea’s growth. In fact, I’ve come to love these conversations so much that I’m planning to open a physical tea shop.
In the future, I see Cup’ital Tea expanding through physical locations. The focus will always be on creating a warm space where tea lovers can come together, chat, and enjoy their favorite blends. These personal connections, along with word of mouth, continue to be the heart of our growth.
Managing a side hustle alongside other commitments can be challenging. How do you balance your time between Cup’ital Tea and other aspects of your life?
Balancing Cup’ital Tea alongside my other commitments was no small feat, especially in the early days. I vividly remember packaging thousands of tea samples and hundreds of full-size products by hand. With limited funds, I couldn’t hire help, so it was often just me and sometimes my mother, who has been an unwavering support throughout this journey.
The challenge was amplified by the circumstances of the time – lockdown. Suddenly, I found myself with more free time than usual, which I dedicated to growing Cup’ital Tea. It was a hustle, but I did my best with the time I had.
Juggling school and a business is never easy, but there were aspects of running Cup’ital Tea that I found incredibly rewarding. Checking emails, managing orders, and shipping products became not just tasks, but things I genuinely enjoyed. They were moments of respite amidst the busy schedule, and I made sure to carve out time for the aspects of my business that brought me joy.
In the end, it was about prioritizing and making the most of every moment. Balancing the demands of school, business, and personal life was a challenge, but the passion I had for Cup’ital Tea made it all worthwhile. It’s a journey of learning, growth, and discovering what I truly love doing.
Where do you see Cup’ital Tea in the next few years? Do you have any plans for expanding your product line or entering new markets?
Looking ahead, I envision Cup’ital Tea blossoming into a cozy tea shop, a place where customers can step in, savor a cup of tea with delightful desserts, and perhaps take home their favorite blend. It’s a dream rooted in the personal aspect of my business – the joy of meeting and chatting with customers face-to-face.
God willing, this tea shop will be more than a place to purchase tea; it will be a haven for tea lovers, a space to immerse oneself in the soothing aromas and flavors. The personal touch of Cup’ital Tea will remain at the heart of this vision, where each cup is not just a beverage but a shared experience.
While I don’t aspire to have Cup’ital Tea on every shelf in every store, I do plan to expand our product line. Recently, I’ve introduced Tea Ware and Candles, extending the Cup’ital Tea experience beyond just tea blends. These additions have been well-received, and I’m excited to continue expanding in this direction.
In the coming years, I see Cup’ital Tea offering a range of tea-related products, from exquisite tea sets to beautifully crafted candles that complement our teas perfectly. Each new product will be curated with the same care and attention to quality that defines Cup’ital Tea.
As I venture into new product lines, I remain dedicated to the personal touch that sets Cup’ital Tea apart. The connection with customers, the joy of sharing stories over a warm cup, and the delight of seeing someone find their new favorite blend – these are the moments I cherish. The future of Cup’ital Tea is bright, filled with opportunities for growth, expansion, and deeper connections with our wonderful community of tea lovers.
What advice would you give to someone looking to start their own side hustle, especially in a niche market?
Starting a side hustle in a special market can be exciting, but it needs planning and hard work. First, pick something you really love. This passion will keep you going when things get tough. It will also show in the quality of what you offer.
Do some research on the market before jumping in. Know who you want to sell to and what they need. This will help you make a product or service that people really want.
Being different is important in a special market. Figure out what makes your thing special. It could be a cool feature, great quality, or personal service. This will make people notice you.
Start small to test things out. Make a few of your products to see if people like them. Get feedback from real customers and improve your product based on what they say.
Having a good online presence is key these days. Make a website or use social media to show off your stuff. This is how you’ll reach more people and connect with potential customers.
Networking is also helpful. Go to events in your field and meet others. Collaborate with other businesses or people who can help you reach more customers.
Be ready to change your plans based on feedback and new trends. Stay open to learning new things about your market and how to sell your product.
Time management is important too. Make a schedule that lets you work on your side hustle without ignoring other parts of your life.
Starting a side hustle in a special market needs passion, research, and hard work. With these tips, you can start your own business and make something great that people will love.
Is there a piece of wisdom or a mantra that has guided you through your entrepreneurial journey?
“Learn and Grow Along the Way” This saying helps me through my business journey. It means I should see every experience as a chance to get better. Starting a business is about always learning and improving. “Learn and Grow Along the Way” reminds me to stay strong, open to new ideas, and keep getting better at what I do.
Lessons From Kerens Tea Business
There are plenty of lessons we could take away from this interview. Let’s go over what they are.
Follow Your Passion
This business started with one thing. A love for tea. When you’re passionate about what you do, it keeps you going, even when there are challenges.
Identify a Gap in the Market
Keren noticed a lack of diverse, high-quality tea options in the U.S. This observation led her to create a business that filled that gap. Regardless of how saturated a market is, you could likely find a gap to make your business stand out.
Look For Strategic Partnerships
She mentioned that one of the biggest reasons for her success was her partnership with Sips By. Whether you’re a new business or not, looking for partnerships is a great way to get exposure right off the bat. Don’t wait till you’re a bigger business to start thinking of strategic ways to scale through partnering.
Keep a Bigger Goal In Mind
When you have a bigger goal in mind, it’s easy to keep going. In this case, Keren eventually wants to have a physical location. Always keep a hard goal in mind to keep you going.