We caught up with the brilliant and insightful Yonatan Girma a few weeks ago and have shared our conversation below.

Hi Yonatan, thanks for joining us today. What’s the backstory behind how you came up with the idea for your business?

Adulis.com, my venture into the world of green coffee beans, was born from a deep connection to my Ethiopian roots and a desire to contribute meaningfully to my homeland. As an Ethiopian immigrant in the USA, I noticed the trend of educated individuals not returning home, prompting me to explore ways to give back.

The inspiration struck during visits to popular coffee shops, where I observed the dominance of South American coffee despite Ethiopia being the birthplace of this beloved beverage. Drawing on my background in Computer Science, Business Administration, and experience in building applications for prestigious institutions, I envisioned a tech-driven solution for Ethiopia’s coffee industry.

The result: Adulis.com, an e-commerce platform specializing in green coffee beans. Leveraging my e-commerce expertise, I aimed to connect Ethiopian coffee farmers with global consumers. This project holds a dual significance for me — a means to give back to my homeland and a venture with the potential to make a significant mark in the global coffee market.

Adulis.com is not just a business; it’s a passion project rooted in addressing market gaps and bringing economic empowerment to Ethiopian coffee producers. It symbolizes the belief that a single idea can ignite positive change and restore Ethiopia’s prominence in the world of coffee.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m Yonatan Girma, the founder of Adulis.com. My journey in this industry is deeply rooted in my Ethiopian heritage, and it’s driven by my strong desire to make a positive impact on my homeland.

With a background in Computer Science and Business Administration, I’ve had the privilege of creating web and mobile applications for prestigious institutions such as Harvard, MIT, and others. This unique blend of technical expertise and a passion for innovation laid the foundation for my entry into the business world.

At Adulis.com, we address three distinct challenges for our coffee sellers (partners):

Lead Generation:
Adulis.com facilitates the sale of green coffee beans across the entire United States of America for coffee sellers.

Payment Processing:
We ensure upfront payment security for coffee roasters through our secure payment processing platform, Stripe.

Logistics:
Adulis.com offers shipping solutions via USPS, UPS, and FedEx for coffee roasters.

Additionally, we tackle three specific challenges for our coffee buyers (customers and coffee roasters) on Adulis.com:

Variety in One Place:
Adulis.com helps coffee roasters source coffee beans from multiple origins in one convenient marketplace.

Best Possible Price:
We provide multiple sellers, allowing coffee roasters to compare both quality and price for their purchases.

Reduced Shipping Costs:
Adulis.com offers a choice of three potential shipping companies, including UPS, FedEx, and USPS, with negotiated prices.

Can you talk to us about your experience with buying businesses?

When I was 19 years old, I entered the business world by acquiring a kiosk business located inside a mall. This business operated seasonally, focusing on selling NFL merchandise such as gadgets, hats, and car items, primarily during the NFL season. However, an intriguing opportunity arose after the season concluded – I had the chance to purchase a physical store adjacent to the kiosk. This store had previously been a female jewelry store, and the owner was looking to relocate to another state. I decided to take the risk and acquire the jewelry store.

The decision to purchase the jewelry store came with its own set of challenges. Firstly, I had limited capital, with my initial investment totaling $12,000. Following the acquisition, I encountered additional expenses such as rent, employee wages, and merchandise procurement. Secondly, I had no prior experience or knowledge in the female jewelry industry, which proved to be a steep learning curve. Lastly, I was a third-year Computer Engineering student at the time, which made it incredibly challenging to balance both academic commitments and the demands of running a business. Managing a team of 4 to 5 employees with no prior management experience further compounded the difficulties.

Unfortunately, as these challenges began to accumulate, I found it increasingly difficult to succeed in the jewelry business. Ultimately, I was forced to close the business due to the insurmountable obstacles it presented. However, this experience provided me with valuable lessons and insights that have influenced my subsequent endeavors in both business and education.

How’d you think through whether to sell directly on your own site or through a platform like Amazon, Etsy, Cratejoy, etc.

Adulis.com operates as an independent e-commerce platform that serves as a bridge between spot coffee sellers and coffee roasters within the United States. On our platform, we earn a percentage commission from each sale facilitated. We have chosen to establish our own e-commerce platform rather than relying on third-party platforms such as Amazon, Etsy, or Cratejoy. This decision is based on our unique business model and the specific advantages and disadvantages it offers.

Our business model at Adulis.com is primarily B2B (Business to Business), tailored to facilitate transactions between businesses, specifically spot coffee sellers and coffee roasters. In contrast, platforms like Amazon.com primarily operate on a B2C (Business to Consumer) model, catering to individual consumers who typically purchase smaller quantities of products, such as single units or pounds. Adulis.com specializes in wholesale transactions involving bulk quantities and shipping.

Pros of Adulis.com’s Independent E-commerce Platform:

1. Targeted Audience: Our platform is designed to serve the specific needs of businesses in the coffee industry, allowing for more focused interactions and transactions.
2. Wholesale Focus: By concentrating on bulk transactions, we cater to the requirements of businesses looking to buy and sell coffee in larger quantities.
3. Control: Operating our own platform gives us greater control over the user experience, branding, and business processes.
Commission-Based Revenue: Our revenue model, based on earning a commission from sales, aligns with the interests of our users.
Cons of Adulis.com’s Independent E-commerce Platform:

Limited Consumer Reach: Unlike consumer-focused platforms like Amazon, we may have a smaller overall customer base due to our B2B focus.
Niche Market: Our platform is specialized for the coffee industry, which may limit its potential for diversification into other product categories.
Competition: We may face competition from other B2B platforms in the coffee industry.

In summary, Adulis.com’s choice to operate as an independent e-commerce platform is rooted in its B2B business model, catering specifically to the coffee industry’s needs for bulk transactions. While this approach has its advantages in serving a targeted audience and maintaining control, it also presents challenges related to consumer reach and market diversification.

Contact Info:

• Website: https://www.adulis.com/
• Instagram: https://www.instagram.com/aduliscompany/
• Facebook: https://www.facebook.com/aduliscompany
• Linkedin: https://www.linkedin.com/company/aduliscompany/
• Twitter: https://twitter.com/aduliscompany
• Youtube: https://www.youtube.com/channel/UCVI7tJcLsoEhwcK8tCkM_vw