Welcome, my friends today, I want to encourage you to do what's in front of you. I choose to focus on. The task is waiting for you, Dirty already know about perhaps haven't even working on we're just gonna there, and instead of working on it, you keep kind of going around to look further opportunities here. Looking for something, perhaps you and shiny, it's also a k by the way, if you think that this task now this thing in front of you this opportunity It seems small, like I totally fine, because first of all, there's nothing wrong with small. I have a second choosing to focus on something small can be a counterintuitive strategy that will serve you. Well, especially if you already have a job by the responsibilities and limited time.

Often in the stories I bring you, we see that focusing on something really small, narrow and specific can lead someone to something that is much bigger and much more significant, much more money, whatever the metric or the goal is so welcome. Us go: go up, money, Miss Cristel about, and today's story offers this advice with all that in mind, find your smallest viable market and go after it hard core, it's easier and more profitable to start specific and expand the stories about a former telecoms sales manager who per up with an opportunity to sell coffee for a small farm in Mexico in less than a year, this opportunity bruise into a full time, career change and, of course it all starts with that choice. To say who? Maybe there is something to this? Let me do what's in front of me. Let me not just look around for other opportunities. Here is one, let me say yes to it and see what happens so. Do it in front of you and stay tuned for the

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What would you do if, aside hustle opportunity dropped in your lab in the summer of twenty seventeen Dallas Native, Christina Rossini herself, facing this question Christina, was invited by a college friend to visit him on a fair trade coffee farm in Chiapas, Mexico being an avid traveller, she accepted the invitation without a second thought. When she arrived, she was given a tour of the cap. Antique coffee farm, Christina was immediately drawn to this coffee cup. She learned that capital controls the entire value chain from field to cup, while paying their farmers affair consistent, which she appreciated. There is sustainable mission to keep the cop a hundred per cent farmer owned, so they can stay and support their local economy was one of the most successful social enterprise projects in Latin America, but they also had a problem.

Their coffee was very successful among the Jesuit church in Mexico. They wanted to expand their mission internationally. At the time, Christina was a successful sales account manager in the telecom industry savvy with sails and making connections. When she encountered this opportunity she jumped working with her friend Stephen. She started small and began importing the coffee a little at a time to sell to friends and family. They wanted to see how that coffee was received before expanding. Since the cop in Mexico was heavily intertwined with just what communities in universities they set up a both at a jazz. What holiday bizarre where many potential customers would be in attendance while there they landed a few institutional plants whose own mission in core values align with those of the club they wanted to partner, with Christina begin offering the plans themselves from there.

Seen it and Stephen, were able to make more connections among the Jesuit community near that it worked well in Mexico by focusing on community. So I thought they would try the same thing in the United States and it worked. The coffee sales began to pick up in Christina can easily see that this could be a lot bigger, but she also saw that the growth wouldn't happen by magic while still working her full time sales job, she port any extra time and energy into expanding her outreach in sales of the coffee. She was passionate about its mission for social good and really enjoyed the process, not to mention the extra money purring on the site. As orders began to increase, she felt it was time to incorporate her business and build a framework for a legitimate distribution per. She named your company innocent and went on

the path of learning, the ins and outs of importing larger orders into the? U s she worked with Customs Broker in Mexico and when in Texas for smaller orders, she was able to utilise Fedex for shipment across the border. After a few months of selling and distributing copy, it became clear that the workload from his sight assault was out weighing Christine his day job as much as she enjoyed her full time work and steady paycheck. She felt it was time to take a bigger leap and see what could happen if she gave the project her full attention. With the support of her husband, she began creating exit plan to make the transition motor for the end of her career with, or telecom company, Christina took a five weak. They occasionally to walk the community Santiago.

Spain that journey solidified, her plan and she knew it was time to go away and when she queer job, the hustle was only bringing in a thousand dollars a month as aside hustle, that's a good amount of extra income, but without a steady, paycheck wasn't a type Christine. This belief in this endeavour was greater than the money and she also really believes should be able to grow. If far more. It's been nine months. Now, since you quit her job and sales have continued to brute her brand has grown outside of the Jesuit community in found its way to other clients in universities and even to Disneyworld. That's right. Mickey mouse himself has indulged in a cup of coffee Tea coffee after several of his musketeers native to Mexico, recommended it to him. This goes to show how valuable brand loyalty and a good social impact story can open more doors to success. Not bringing in around three to four thousand dollars in profit each month is on track for two hundred and fifty thousand dollars and sales. This year.

What things are roasting smoothly. Now she had a lot to learn and making the transition she spent a bunch of time researching and connecting with others who work with similar cuts and before she hired those customs brokers. She ran into some problems. Her first big order was held up at the border for nearly six weeks. The licence for the FDA was expired, a scramble to get everything together to renew the license and get shipments to resume. Shipping costs in general have also been higher than she anticipated cut into some of her expected profits. Her advice or anyone going to launch a similar, hustle or product, is to find your smallest viable market and then go after it hard core. In her case, it was marketing to guess what institutions and universities throughout the? U S and from there the products have expanded to other markets, even not appear it doesnt world, but only after she started with a very specific group. Christina was head of the right cup of coffee at the right time, but it took time in dedication to brew into a profitable fluid business.

So whenever it do what's in front of you. What is that task? What is that opportunity? What is the working party right now? What does that thing? thinking about, or maybe that thing that even on your list- and I say that as we have a lot of people there, who are very focus and know exactly what they're supposed to do. So maybe you dont need to hear that lesson, but I think it's probably a lot of people out there, who are like me in the sense that you doing different things and are alive if opportunities, and Often wondering like. Am I doing the right thing? Maybe there's something out there, that's better and what I have learned as a good strategy to deal with, overwhelm or to deal with all kinds of things really is just ok. What is in front of me right now? What should I do

Maybe it hasn't completely lighted in my lap. You know the way that it did for Christina in the story, but even in this story she had to go out and make a lot of things happen. The opportunity was there, but then she had the tasks the work. Now she had to figure out how to import of the coffee. She had to figure out how to sell at yet figure out the the branding, at least in terms of the cross border branding, and then she had to go from selling to the Jesuit institutions, to sign it it doesn't world and beyond. So always something in front of you whenever you feel that moment of overwhelm you just not certain what to do. Maybe start with that. That's my suggestion or encouragement for you today and I hope you enjoy the story. Inspiration is good, but inspiration with action is better, so be inspired. Do something about it today. Show notes. Are it's out of school, Calm slice: eight, five: seven: can we check out this amazing coffee, perhaps order some for myself? I was like a good cup of coffee if it's doing something good in the world and not so much the better. Our most can soon in tomorrow's episode and beyond thanks so much my name is critical about this is Sicel School.

from the onward projects.