Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Evan Armstrong, Founder of Viking Coffee Co, located in Traverse City, MI, USA.

What's your business, and who are your customers?

Viking Coffee Co is a coffee roastery and coffee brand based in Traverse City, Michigan. Our customers range from wholesale clients such as coffee shops, hotels, cafes, and restaurants to people all across the United States, even into Iceland, Norway, England, Canada, and Puerto Rico. The people who support us and buy from us are people who we view as those we could be friends with. They support us because they’ve gotten to know my wife and me over the years.

Tell us about yourself

I got started in the coffee world simply by learning to roast my own coffee on a cast iron skillet. That has since evolved into Viking Coffee Co. Motivation is fleeting. Most of the time, it’s around when I don’t need it. The purpose and mission behind Viking Coffee are to impact the culture of America in a great way. There has been demoralization in America and within small businesses. Not enough is produced here in America. We want to build a great company to work at. Something people can be proud of and actually enjoy coming into our facility and future cafe. We have an obligation in this country to be great and provide something great for others.

What's your biggest accomplishment as a business owner?

Build a solid foundation for our brand.

What's one of the hardest things that comes with being a business owner?

Everything. You get better at all the things that come along the further in business you get. But nothing in business is ever easy.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Just start, don’t worry about the paperwork, having the right logo, or knowing all there is to know. You’ll learn all that shit along the way. All you need to run a business is an idea, a phone, and consistent effort.
  2. Read the book Profit First. It’ll give you the simplest financial plan out there.
  3. Focus on personal development. Consistently read, exercise, and care about your diet. The better you take care of these things, the better you will function in business.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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