We brainstormed several ideas (payments, loyalty, product reviews, sourcing, roasting) and settled on providing transparency into their roasting process. Ryan described how the small-batch coffee roasting process is completed by hand. And even though a recipe is followed for each specific roast profile, there was no means to provide customers assurance that the high quality coffee purchased matched with the batch. For example, if a batch is roasted and the roast goes off recipe (heat, airflow, bean types, etc), most roasters will sample the product, and if the flavor is similar, sell the product regardless.