{"data":{"type":"company_profile","id":55325,"entity_id":"wefunder:company:55325","attributes":{"canonical_url":"https://wefunder.com/kaffilegacy","generated_at":"2026-09-14T08:41:12Z","updated_at":"2026-09-14T05:01:57Z","entity_ids":{"company":"wefunder:company:55325","slug":"wefunder:company_slug:kaffilegacy"},"profile_visibility":{"owner_published":true,"public_search_results":true,"site_search_listed":false,"privacy_mode":"unlisted","invite_only":false},"provenance":{"source":"wefunder_public_company_profile","as_of":"2026-09-14T08:41:12Z","claims":{"total_amount_raised":{"source":"FrontCompanySummary#amount_raised","last_verified_at":"2026-09-14T05:01:57Z","as_of":"2026-09-14T08:41:12Z","confidence":"high"},"total_investors":{"source":"FrontCompanySummary#number_of_investors","last_verified_at":"2026-09-14T05:01:57Z","as_of":"2026-09-14T08:41:12Z","confidence":"high"},"active_raise_states":{"source":"Fundraise.visible(nil, nil)","last_verified_at":"2025-02-06T01:17:55Z","as_of":"2026-09-14T08:41:12Z","confidence":"high"},"latest_fundraise_state":{"source":"Fundraise.visible(nil, nil).order(funding_started_at)","last_verified_at":"2025-02-06T01:17:55Z","as_of":"2026-09-14T08:41:12Z","confidence":"medium"}}},"company":{"id":55325,"entity_id":"wefunder:company:55325","slug":"kaffilegacy","name":"Kaffi","tagline":"Icelandic energy coffee","elevator_pitch":"We produce Kaffi\u0026nbsp;—\u0026nbsp;a line of incredible tasting, high protein, functional coffee drinks. We currently have 3 SKUs: Keto Latte, New Orleans \u0026amp; Iced Mocha and\u0026nbsp;plan to introduce 3 more plant based SKUs next year.","story":"THE PROBLEMWe all need more energy.Energy drinks do not taste good. Period.Energy drinks are not good for your health. Period.People either avoid energy drinks due to bad taste, or they should avoid them due to bad ingredients.TARGET CUSTOMERWe call our target customers Joe and Lizzie.Joe is 22. He lives a fast-paced life, but not necessarily a healthy one. He drinks Kaffi for the immediate boost of caffeine, plus the protein helps him skip a meal or two.Lizzie is 33. She also has a fast-paced, active lifestyle, but focuses on her health much more than Joe. She drinks Kaffi pre-workout or after yoga class. She appreciates the healthy attributes of Kaffi, which are rare in an energy drink.MARKET OPPORTUNITYCoffee is a\u0026nbsp;$14.4B market in the\u0026nbsp;US. RTD is the fastest growing segment within coffee.72% of Americans drink coffee. Of those 43% drink coffee daily.Millenials drink 2x as much coffee as Gen X. More than half Millenials drink cold coffee.REFRIGERATED COFFEE SALES- 2016: $205.9M, 13.9% growth-\u0026nbsp;2017: $252.9M, 22.3% growth-\u0026nbsp;2018: $341.7M, 20.1% growth-\u0026nbsp;2019: $405.2M, 26.4% growth- 18.56% CAGR 2016-2019SUCCESSES TO DATELaunched 2019.Sprouts Innovation Program in December 2019.Kroger Innovation Program in January 2020.5 REASONS TO INVEST IN SMÁRI,\u0026nbsp;INC.Delicious, innovative product that’s good for you. Emerging, incredibly fast growing category, that grew 26.4% YOY.Seasoned, passionate entrepreneur.Early traction and interest by key retailers. Segment is known for great multiplies and large acquisitions at exit.YEARLY SUMMARY","location":"Petaluma, CA","website":"https://smarikaffi.com","total_amount_raised":124066,"total_investors":126,"is_funded":true,"is_active":true,"quality_score":3,"related_urls":["https://wefunder.com/kaffilegacy","https://smarikaffi.com"]},"media":{"share_image_url":"https://uploads.wefunder.com/uploads/company/header_media_photo/55325/xxl_cropped_Screen_Shot_2020-04-12_at_4.31.45_PM.jpg","logo_url":"https://uploads.wefunder.com/uploads/company/logo/55325/large_cropped_Sm%C3%A1ri_Kaffi.png","header_media_url":"https://uploads.wefunder.com/uploads/company/header_media_photo/55325/standard_cropped_Screen_Shot_2020-04-12_at_4.31.45_PM.jpg","cover_photo_url":"https://uploads.wefunder.com/uploads/company/header_media_photo/55325/standard_cropped_Screen_Shot_2020-04-12_at_4.31.45_PM.jpg","profile_video_url":"https://wefunder.wistia.com/medias/9ejdmlwolc"},"links":{"company_url":"https://smarikaffi.com","facebook_url":"https://www.facebook.com/smarifoods","instagram_url":"https://www.instagram.com/smarifoods"},"highlights":[],"quick_facts":[{"index":1,"claim_id":"claim-fact-1","value":"We have over $200k in revenue in the first few months of launch."},{"index":2,"claim_id":"claim-fact-2","value":"Launching on Amazon in June, making Kaffi available to the entire country! Will be D2C in August."},{"index":3,"claim_id":"claim-fact-3","value":"Our experienced team is led by a passionate founder who knows how to lead to a successful exit."},{"index":4,"claim_id":"claim-fact-4","value":"Functional coffee drinks is one of the fastest growing segments of the huge beverage market."},{"index":5,"claim_id":"claim-fact-5","value":"We have perfected Kaffi’s taste profile, creating the best tasting functional drink on the market."},{"index":6,"claim_id":"claim-fact-6","value":"Our proprietary energy system gives you an immediate kick, with no jitters or crashes."},{"index":7,"claim_id":"claim-fact-7","value":"Coffee startups have seen great exits with Blue Bottle aquisition valued at over $700M in 2017."},{"index":8,"claim_id":"claim-fact-8","value":"Same for functional drinks, with Suja being valued at $100M with Investment from Coke in 2015."}],"team":[{"id":875133,"entity_id":"wefunder:company_role:875133","user_entity_id":"wefunder:user:674499","role":"founder","name":"Smari Asmundsson","title":"Founder \u0026 CEO","bio":"Smári was born in Iceland, and moved to the US to study photography. 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He now advises other entrepreneurs.","avatar_url":"http://uploads.wefunder.com/uploads/user/avatar/674554/large_cropped_Ken-Burke-Headshot.jpg?1787759893","profile_url":"https://wefunder.com/ken.burke","personal_url":"http://www.kenburke.com","linkedin_url":"https://www.linkedin.com/in/kenburke/","twitter_url":"http://www.twitter.com/kendburke","related_urls":["https://wefunder.com/ken.burke","http://www.kenburke.com"]},{"id":893924,"entity_id":"wefunder:company_role:893924","user_entity_id":"wefunder:user:415152","role":"employee","name":"Elliot Begoun","title":"Advisor","bio":"Elliot is a 30-year industry veteran, author, and the Founder of TIG, a 1:1 customized alternative accelerator focused on helping emerging natural product brands grow. TIG works with entrepreneurs to build nimble, capital-efficient, resilient brands.","avatar_url":"http://uploads.wefunder.com/uploads/user/avatar/415152/large_blob.jpg?1787759893","profile_url":"https://wefunder.com/elliotbegoun2","personal_url":"http://www.tigbrands.com","linkedin_url":"http://https://www.linkedin.com/in/elliotbegoun/","related_urls":["https://wefunder.com/elliotbegoun2","http://www.tigbrands.com"]},{"id":882219,"entity_id":"wefunder:company_role:882219","user_entity_id":"wefunder:user:698206","role":"employee","name":"Kat Tatum","bio":"Director of Operations. Team member since 2013","avatar_url":"http://uploads.wefunder.com/uploads/user/avatar/698206/large_cropped_Kat_Pic.jpg?1787759893","profile_url":"https://wefunder.com/kattatum","related_urls":["https://wefunder.com/kattatum"]},{"id":893925,"entity_id":"wefunder:company_role:893925","role":"employee","name":"Ned Alpert","avatar_url":"https://uploads.wefunder.com/2021/user_default_icon_circle.png?1787759893","related_urls":[]},{"id":893926,"entity_id":"wefunder:company_role:893926","user_entity_id":"wefunder:user:740643","role":"employee","name":"Waven Dean Fernandes","bio":"My passion and expertise is in the arena of \"Brand Activation\" (physical-digital) for the Tardigrade brands in the TIG Brands community (www.TIGbrands.com).","avatar_url":"http://uploads.wefunder.com/uploads/user/avatar/740643/large_cropped_profile-photo.jpg?1787759893","profile_url":"https://wefunder.com/wavendeanfernandes","personal_url":"www.linkedin.com/in/wavendean/","related_urls":["https://wefunder.com/wavendeanfernandes","www.linkedin.com/in/wavendean/"]}],"featured_investors":[{"id":5363,"entity_id":"wefunder:company_investor_profile:5363","investor_profile_id":459145,"investor_profile_entity_id":"wefunder:investor_profile:459145","subject_entity_id":"wefunder:user:863063","name":"Jake Vogel","role_title":"","bio":"CEO at Bennington Marine.","avatar_url":"http://uploads.wefunder.com/uploads/user/avatar/863063/medium_cropped_JakeVogel.jpg","profile_url":"https://wefunder.com/jakevogel","endorsement_name":"","investment_total":1040000,"investment_info":"Invested $40,000 this round \u0026 $1,000,000 previously","is_lead_investor":true,"related_urls":["https://wefunder.com/jakevogel"]}],"investor_memos":[],"tab_counts":{"posts":0,"ask_questions":31,"featured_investors":1,"faq_entries":5},"active_fundraises":[{"id":29588,"entity_id":"wefunder:fundraise:29588","state":"successful","offering_type":"4(a)(6)","funding_type":"note","structure":"convertible_note","security_type":"debt","currency":"USD","testing_the_waters":false,"min_purchase":250,"max_purchase":9,"funding_target":50000.0,"funding_started_at":"2020-04-10T21:49:08Z","funding_closed_at":"2020-11-19T05:03:22Z","auto_close_at":"2020-11-19T04:59:59Z"}],"latest_fundraise":{"id":29588,"entity_id":"wefunder:fundraise:29588","state":"successful","offering_type":"4(a)(6)","structure":"convertible_note","testing_the_waters":false,"can_invest_now":false,"funding_started_at":"2020-04-10T21:49:08Z","funding_closed_at":"2020-11-19T05:03:22Z","terms":{"eb":"$4M","nb":"$4.5M","txt":"valuation cap"}},"recent_posts":[],"q_and_a":[{"id":86808,"entity_id":"wefunder:comment:86808","question":"So to clarify, is this an investment in Smari Organics (including the Yogurt). The coffee market is pretty much saturated, what differentiates Kaffi? What is the price per bottle? Any plans to come up with Nitro? This seems to be the hottest segment now.","author_name":"Bacem Georges","votes":2,"created_at":"2020-04-22T00:49:45Z","canonical_url":"https://wefunder.com/kaffilegacy#question-86808","answers":[{"id":86811,"entity_id":"wefunder:comment:86811","answer":"Yes, that's correct. \u0026nbsp;This is an investment in the company, but we are no longer making yogurt. \u0026nbsp;We pivoted towards Kaffi last year. \u0026nbsp;Pricing is $4.99, which is right in line with other functional drinks. \u0026nbsp;We are playing in the functional (coffee) space, which is very different from the cold brew coffee space, with much fewer players.","author_name":"Smari Asmundsson","votes":0,"created_at":"2020-04-22T01:57:59Z"}]},{"id":114178,"entity_id":"wefunder:comment:114178","question":"Thank you Smari! I want to let all potential investors know with this message that this founder is extremely responsive and helpful. I'll be joining this campaign today!","author_name":"Jason Weiss","votes":1,"created_at":"2020-11-12T19:14:37Z","canonical_url":"https://wefunder.com/kaffilegacy#question-114178","answers":[]},{"id":90942,"entity_id":"wefunder:comment:90942","question":"Thank you, I found the answers to my questions.","author_name":"Todd Vanderleelie","votes":1,"created_at":"2020-05-21T21:30:11Z","canonical_url":"https://wefunder.com/kaffilegacy#question-90942","answers":[{"id":93303,"entity_id":"wefunder:comment:93303","answer":"Great! let me know if I can answer anything else.","author_name":"Smari Asmundsson","votes":0,"created_at":"2020-06-12T19:29:35Z"}]},{"id":90940,"entity_id":"wefunder:comment:90940","question":"Interested in investing in Kaffi. Please tell me about your yogurt product. Do you still sell this or have you had an exit? If so, what are some of the details. Thanks Todd V.","author_name":"Todd Vanderleelie","votes":1,"created_at":"2020-05-21T21:25:01Z","canonical_url":"https://wefunder.com/kaffilegacy#question-90940","answers":[{"id":96289,"entity_id":"wefunder:comment:96289","answer":"Apologies for the late reply. I'm just now seeing this question. We discontinued the yogurt early last year.","author_name":"Smari Asmundsson","votes":0,"created_at":"2020-07-02T21:29:49Z"}]},{"id":89086,"entity_id":"wefunder:comment:89086","question":"What is the 1 year? 3 year? 5 year? Outlook. How does this differ than the many protein rich coffees out there like High Brew, KOIA, Iconic Protein, Kitu Super Coffee, Ripple, Starbucks, OWYN, REBBL, Bulletproof Coffee....... What other product assortment will there be besides coffee? Is this a shelf stable product? Also, a million+ net loss does not seem so good right off the bat. I'm a type of person that has tried them all. XD Unless it is going to incorporate some other thing like hemp in it. 1.4 million net loss is quiet hefty as well...","author_name":"Alexander Clarence McIntosh","votes":1,"created_at":"2020-05-06T07:00:38Z","canonical_url":"https://wefunder.com/kaffilegacy#question-89086","answers":[{"id":90864,"entity_id":"wefunder:comment:90864","answer":"Great questions. Please go ahead and download our deck, which will answer your questions about projection and how we stack against the competition. Kaffi is not shelf stable at the moment, but we're working on that. We will be adding more SKUs down the road, but for now the focus is on increasing market share.","author_name":"Smari Asmundsson","votes":0,"created_at":"2020-05-21T16:24:36Z"}]},{"id":87346,"entity_id":"wefunder:comment:87346","question":"Are you pursuing shelf space in any physical retail stores at this time?","author_name":"Blair Daly","votes":1,"created_at":"2020-04-24T18:42:33Z","canonical_url":"https://wefunder.com/kaffilegacy#question-87346","answers":[{"id":87370,"entity_id":"wefunder:comment:87370","answer":"Yes we are.","author_name":"Smari Asmundsson","votes":1,"created_at":"2020-04-24T20:47:55Z"}]},{"id":130831,"entity_id":"wefunder:comment:130831","question":"Just curious when backers could expect to receive their perks?","author_name":"Dustin Schouten","votes":0,"created_at":"2021-02-15T21:07:16Z","canonical_url":"https://wefunder.com/kaffilegacy#question-130831","answers":[]},{"id":115157,"entity_id":"wefunder:comment:115157","question":"I was trying to invest but the app glitched and I’m not sure if my investment went through.","author_name":"Shelley Jane","votes":0,"created_at":"2020-11-19T05:16:49Z","canonical_url":"https://wefunder.com/kaffilegacy#question-115157","answers":[{"id":115221,"entity_id":"wefunder:comment:115221","answer":"Please send me an email to s@smariorganics.com\u0026nbsp;with as much detail as possible and I'll reach out to the Wefunder team.​","author_name":"Smari Asmundsson","votes":0,"created_at":"2020-11-19T16:11:35Z"}]},{"id":114371,"entity_id":"wefunder:comment:114371","question":"Will you be extending this campaign round to reach the full $1.07 M ?","author_name":"Lyle Notice","votes":0,"created_at":"2020-11-14T03:58:24Z","canonical_url":"https://wefunder.com/kaffilegacy#question-114371","answers":[{"id":114373,"entity_id":"wefunder:comment:114373","answer":"We will not. It’s ending in 5 days.\u0026nbsp;","author_name":"Smari Asmundsson","votes":0,"created_at":"2020-11-14T04:10:36Z"}]},{"id":114175,"entity_id":"wefunder:comment:114175","question":"Smari, thank you for your reply! How many shares would a hypothetical $1,000 investment buy an investor?","author_name":"Jason Weiss","votes":0,"created_at":"2020-11-12T19:10:37Z","canonical_url":"https://wefunder.com/kaffilegacy#question-114175","answers":[{"id":114176,"entity_id":"wefunder:comment:114176","answer":"Convertible notes do not have a set share price, so I don't have an answer to that.","author_name":"Smari Asmundsson","votes":1,"created_at":"2020-11-12T19:12:12Z"}]},{"id":114155,"entity_id":"wefunder:comment:114155","question":"Please tell us; the current deal is convertible note w/5% interest, but a conervertible note typically converts the debt into shares rather than getting their money back with interest. So, please provide some info. For example, if an investor invests say $1,000 at 5% interest, what is the length of the debt holding and what would a return look like? Or if its shares later, of $1,000 loan, what would it look like?","author_name":"Jason Weiss","votes":0,"created_at":"2020-11-12T18:11:30Z","canonical_url":"https://wefunder.com/kaffilegacy#question-114155","answers":[{"id":114169,"entity_id":"wefunder:comment:114169","answer":"Great question. \u0026nbsp;For simplicity let's say you invest $1000 in a convertible note that carries 5% interest, and it converts in a year. \u0026nbsp;In that case, your note + interest would be $1050, and that's the amount that would convert to shares. \u0026nbsp;Same if there's a discount, that would get added to the note at conversion.\u0026nbsp;\u0026nbsp;Hope this helps.","author_name":"Smari Asmundsson","votes":1,"created_at":"2020-11-12T18:47:07Z"}]},{"id":113311,"entity_id":"wefunder:comment:113311","question":"Why don’t you lower the minimum to $100. You will get lot of investors ...","author_name":"Sagar Patel","votes":0,"created_at":"2020-11-07T01:07:02Z","canonical_url":"https://wefunder.com/kaffilegacy#question-113311","answers":[{"id":113312,"entity_id":"wefunder:comment:113312","answer":"We feel that $250 is a good minimum amount\u0026nbsp;in terms of fundraising.","author_name":"Smari Asmundsson","votes":0,"created_at":"2020-11-07T01:11:40Z"}]},{"id":109557,"entity_id":"wefunder:comment:109557","question":"Would you consider a nondairy version or shift entirely plant based, in the future?","author_name":"Richard Kaylor","votes":0,"created_at":"2020-10-08T19:34:26Z","canonical_url":"https://wefunder.com/kaffilegacy#question-109557","answers":[{"id":109620,"entity_id":"wefunder:comment:109620","answer":"Yes, we will release a plant based version in the future.","author_name":"Smari Asmundsson","votes":1,"created_at":"2020-10-08T21:45:20Z"}]},{"id":105675,"entity_id":"wefunder:comment:105675","question":"does this convert into common stock or pfd stock? will it have voting rights?and if it is pfd what are the terms?","author_name":"Alan KESLER","votes":0,"created_at":"2020-09-09T20:59:33Z","canonical_url":"https://wefunder.com/kaffilegacy#question-105675","answers":[{"id":113635,"entity_id":"wefunder:comment:113635","answer":"The convertible note will convert to preferred stock, with no voting rights.","author_name":"Smari Asmundsson","votes":0,"created_at":"2020-11-09T22:42:17Z"}]},{"id":105480,"entity_id":"wefunder:comment:105480","question":"what about the decline in revenues. what happened?","author_name":"Alan KESLER","votes":0,"created_at":"2020-09-07T19:05:08Z","canonical_url":"https://wefunder.com/kaffilegacy#question-105480","answers":[{"id":105494,"entity_id":"wefunder:comment:105494","answer":"We pivoted the company away from yogurt towards Kaffi.\u0026nbsp;\u0026nbsp;Revenue declined during the transition.","author_name":"Smari Asmundsson","votes":0,"created_at":"2020-09-07T22:34:01Z"}]},{"id":105477,"entity_id":"wefunder:comment:105477","question":"Is this product certified kosher and if not do you have plan to do so?","author_name":"Alan KESLER","votes":0,"created_at":"2020-09-07T18:44:03Z","canonical_url":"https://wefunder.com/kaffilegacy#question-105477","answers":[{"id":105495,"entity_id":"wefunder:comment:105495","answer":"We're not currently\u0026nbsp;certified kosher, but plan to get certification in the future.","author_name":"Smari Asmundsson","votes":0,"created_at":"2020-09-07T22:34:45Z"}]},{"id":101650,"entity_id":"wefunder:comment:101650","question":"Hey there If I invest 5k what does that give me? Angie","author_name":"Angelica M Onate","votes":0,"created_at":"2020-08-11T00:58:31Z","canonical_url":"https://wefunder.com/kaffilegacy#question-101650","answers":[{"id":101651,"entity_id":"wefunder:comment:101651","answer":"Are you asking in terms of perks? \u0026nbsp;For $5k, you get all the perks up to and including at $2500. \u0026nbsp;Feel free to shoot me an email at s@smariorganics.com\u0026nbsp;if this does not answer your question. \u0026nbsp;Thanks!​","author_name":"Smari Asmundsson","votes":0,"created_at":"2020-08-11T01:00:49Z"}]},{"id":101307,"entity_id":"wefunder:comment:101307","question":"How do I get return once I invested","author_name":"Ignacio Mendoza","votes":0,"created_at":"2020-08-08T04:59:25Z","canonical_url":"https://wefunder.com/kaffilegacy#question-101307","answers":[]},{"id":100599,"entity_id":"wefunder:comment:100599","question":"Hi Smari, congrats on your success so far! What does your supply chain look like in terms of manufacturing and first-mile distribution? I don't think I saw it in any of your investment materials.","author_name":"Austin N.","votes":0,"created_at":"2020-08-04T19:22:45Z","canonical_url":"https://wefunder.com/kaffilegacy#question-100599","answers":[{"id":101076,"entity_id":"wefunder:comment:101076","answer":"Thanks! \u0026nbsp;The product is manufactured in California. \u0026nbsp;From there it's distributed to two warehouses (One east coast, other west coast)\u0026nbsp;that ship D2C. \u0026nbsp;","author_name":"Smari Asmundsson","votes":0,"created_at":"2020-08-07T03:03:48Z"}]},{"id":99394,"entity_id":"wefunder:comment:99394","question":"If I invest how am I able to receive funds on my investment? How soon is the product coming to the United States? Will I be able to invest more in long term down the road?","author_name":"Jacob Brazeal","votes":0,"created_at":"2020-07-28T05:56:45Z","canonical_url":"https://wefunder.com/kaffilegacy#question-99394","answers":[{"id":101075,"entity_id":"wefunder:comment:101075","answer":"You can receive funds by selling your shares in the future. \u0026nbsp;The product is already in market in the US, both on smarikaffi.com, and also on Amazon.com. \u0026nbsp;As far as future investments beyond this round, we don't know at this point. \u0026nbsp;This may be the only opportunity.","author_name":"Smari Asmundsson","votes":0,"created_at":"2020-08-07T03:02:42Z"}]},{"id":98819,"entity_id":"wefunder:comment:98819","question":"Why are you closing the round early?","author_name":"Nicholas Bennett","votes":0,"created_at":"2020-07-22T23:47:49Z","canonical_url":"https://wefunder.com/kaffilegacy#question-98819","answers":[{"id":98828,"entity_id":"wefunder:comment:98828","answer":"We are doing a rolling close, but the round is still open.","author_name":"Smari Asmundsson","votes":0,"created_at":"2020-07-23T00:31:05Z"}]},{"id":98139,"entity_id":"wefunder:comment:98139","question":"What is the share price value currently and how many shares without the 20% or 30% discount would I get with the $250 minimum investment?","author_name":"Rafael Martin Del Campo","votes":0,"created_at":"2020-07-17T19:26:01Z","canonical_url":"https://wefunder.com/kaffilegacy#question-98139","answers":[{"id":98140,"entity_id":"wefunder:comment:98140","answer":"The share price has not been set, as is the norm with convertible notes. \u0026nbsp;Once the price is set, you get the additional shares both based on the discount, and the interest as well. Please shoot me an email at s@smariorganics.com\u0026nbsp;if you have further questions.​","author_name":"Smari Asmundsson","votes":0,"created_at":"2020-07-17T19:28:41Z"}]},{"id":97666,"entity_id":"wefunder:comment:97666","question":"What is the cost of each share currently if I invest? I don’t see that anywhere.","author_name":"Tyler Jaymeson Cade","votes":0,"created_at":"2020-07-12T22:00:58Z","canonical_url":"https://wefunder.com/kaffilegacy#question-97666","answers":[{"id":97668,"entity_id":"wefunder:comment:97668","answer":"We are raising via a convertible note and have not set a share price. \u0026nbsp;Once the price is set, holders will have an option to convert to shares, or get paid back. \u0026nbsp;Those that convert will get a 20% discount, or 30% if they are part of the early bird investment.","author_name":"Smari Asmundsson","votes":0,"created_at":"2020-07-12T22:57:13Z"}]},{"id":94436,"entity_id":"wefunder:comment:94436","question":"What is your social media strategy?","author_name":"AJ Cartas","votes":0,"created_at":"2020-06-20T04:50:17Z","canonical_url":"https://wefunder.com/kaffilegacy#question-94436","answers":[]},{"id":93680,"entity_id":"wefunder:comment:93680","question":"What will be the gross and net margin for the SKUs being sold on amazon?","author_name":"Joe Royer","votes":0,"created_at":"2020-06-16T00:41:21Z","canonical_url":"https://wefunder.com/kaffilegacy#question-93680","answers":[{"id":96294,"entity_id":"wefunder:comment:96294","answer":"Gross margin is at about 70% and net is about 30%.","author_name":"Smari Asmundsson","votes":0,"created_at":"2020-07-02T21:57:28Z"}]}],"faq":[{"question":"Is this the same company as your Smari Organics? If seperate, what happened to that brand?","answer":"Yes, this is the same company."},{"question":"So to clarify, is this an investment in Smari Organics (including the Yogurt). The coffee market is pretty much saturated, what differentiates Kaffi? What is the price per bottle? Any plans to come up with Nitro? This seems to be the hottest segment now.","answer":"Yes, that's correct. \u0026nbsp;This is an investment in the company, but we are no longer making yogurt. \u0026nbsp;We pivoted towards Kaffi last year. \u0026nbsp;Pricing is $4.99, which is right in line with other functional drinks. \u0026nbsp;We are playing in the functional (coffee) space, which is very different from the cold brew coffee space, with much fewer players."},{"question":"Are you pursuing shelf space in any physical retail stores at this time?","answer":"Yes we are."},{"question":"Why did you pivot away from yogurt? Wouldn't it be easier to penetrate that market (with only two major skyr competitors) than a rather saturated coffee market, even in the functional space?","answer":"Fantastic question. It’s not a decision we took lightly, and we took over 2 years to decide what would be the best path of action, and to take that action. We grew very fast initially, but after about 4-5 years in business the landscape for dairy yogurt had changed significantly. There was incredibly downward pressure on pricing, and we were not able to pass on to consumers the true cost of organic ingredients. This was mostly due to downward pricing and deep promotions from the larger player..."},{"question":"What is the 1 year? 3 year? 5 year? Outlook. How does this differ than the many protein rich coffees out there like High Brew, KOIA, Iconic Protein, Kitu Super Coffee, Ripple, Starbucks, OWYN, REBBL, Bulletproof Coffee....... What other product assortment will there be besides...","answer":"Great questions. Please go ahead and download our deck, which will answer your questions about projection and how we stack against the competition. Kaffi is not shelf stable at the moment, but we're working on that. We will be adding more SKUs down the road, but for now the focus is on increasing market share."}]}}}