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I arranged with Belay to give us a= free copy of The Entrepreneur=E2=80=99s Guide to Saving 10+ Hours a Week. = I found it, found it to be really useful, and I bet you will too! You can d= ownload it below tonight=E2=80=99s story._ ----------## Presented by ---------- View image: (https://media.beehiiv.com/cdn-cgi/image/fit=3Dscale-down,forma= t=3Dauto,onerror=3Dredirect,quality=3D80/uploads/asset/file/2a42c4ea-7230-4= 3a3-9235-a33bd4242013/ENTREPRENEUR_2x.png.jpeg?t=3D1771615772) Caption:=20 ---------- ---------- In 1992, brothers Dane and Travis were in a heap of trouble. Dairy farmers, they watched helplessly as local milk prices tanked, the ind= ustry collapsed, and the family business was effectively over. The brothers were in their 20s. They had no backup plan, no training, no mo= ney, and definitely no other jobs. But what they did have was gumption. So = they asked themselves a simple question:=20 What could we sell that brings people joy, that they actually love? The answer was coffee.=20 But the problem was they were farmers, not baristas. They didn't even know = how to pull an espresso shot. And just to make thigs even more interesting,= they were starting exactly when the Starbucks juggernaut was beginning to = steamroll the country. Undaunted, they scraped together $12,000, bought a single pushcart, and lea= rned how to make coffee drinks. What they lacked in experience they made up= for in personality, enthusiasm, and fun. They took their cart, hit the streets of their town in Grants Pass Oregon, = and started smiling, laughing, having fun, and blasting music while handing= out free samples on a street corner. Dutch Bros was born (and yes, it=E2=80=99s =E2=80=9CBros", not Brothers =F0= =9F=98=83.) ## The Big Hurdle But they knew that that $12,000 loan wasn=E2=80=99t going to last long. Most entrepreneurs in that position might try to play it safe. They might = try to act "professional" to hide the fact that they=E2=80=99re small and i= nexperienced.=20 But the brothers Boersma went in the opposite direction because they realiz= ed that being a smaller version of Starbucks was a death sentence. ## The Big Lesson The breakthrough wasn't the coffee. It was the realization that they weren'= t in the beverage business at all. They were in the "feel-good" business. While the giant focused on efficiency and "third-place" real estate, the br= others focused on creating a great vibe. That first =E2=80=9Clocation=E2=80= =9D became a go-to spot. It was fun. Friendly. Smiles all around. And the c= offee was good too! One cart begat another, and another.=20 ## Boom! As they started to grow, that fun, feel-good, happy vibe was at the core of= what they did and who they hired - people with big smiles and bigger heart= s. They memorized customers=E2=80=99 names. The encouraged employees to hav= e fun. Before long, they were able to start selling franchises, but only to people= who had worked at Dutch Bros for at least three years and who shared the v= ision.=20 The other thing the brothers realized was that drive-through kiosks were as= cending and were cheaper to run. And yet, as I personally can attest, whene= ver I drive through my personal Dutch Bros, the kids who work there are sti= ll sweet and fun. And it=E2=80=99s quick and easy. So it=E2=80=99s no wonder that by 2021, Dutch Bros was able to go public. The IPO raised $484 million.=20 And as of today, there are over 800 locations and counting. Today, Dutch Br= os is worth over $5 billion, And they are the fastest-growing coffee company in the country.=20 ---------- ---------- # Stop Operating. Start Leading View image: (https://media.beehiiv.com/cdn-cgi/image/fit=3Dscale-down,forma= t=3Dauto,onerror=3Dredirect,quality=3D80/uploads/asset/file/2a42c4ea-7230-4= 3a3-9235-a33bd4242013/ENTREPRENEUR_2x.png.jpeg?t=3D1771615772) Caption:=20 Every reactive hour costs growth. If your best hours are buried in updates,= approvals, and status checks, you=E2=80=99re not leading. You=E2=80=99re o= perating. **BELAY=E2=80=99s Free Guide** reveals the 3 hidden time traps an= d a weekly rhythm to cut meeting drag, clear bottlenecks, and put 10+ strat= egic hours back in your week **Download the Free Guide!** (https://www.vpdae.com/redirect/deanyxnnuxg9a4= g2xs8a98ahtd0) ---------- =E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2= =80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80= =94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94= =E2=80=94=E2=80=94 ---------- ## The Takeaway As an entrepreneur it is so important to remember that you bring something = special to the game. It might be a unique skill set, or a killer customer l= ist, or simply a great personality. Whatever it is, that=E2=80=99s your sec= ret sauce - and don't forget it!=20 ---------- =E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2= =80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80= =94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94= =E2=80=94=E2=80=94 ---------- ## Steal This Strategy =C2=A0=F0=9F=93=96 **Book** =E2=80=93 __[The Power of Moments](https://www.= amazon.com/Power-Moments-Certain-Experiences-Extraordinary/dp/1501147765?ut= m_source=3Dnews.planetsmallbusiness.com&utm_medium=3Dnewsletter&utm_campaig= n=3Dthey-started-with-a-pushcart-and-zero-experience-now-they-are-starbucks= -biggest-threat&_bhlid=3D06278a3c5d6e03ab795c4b940fea3addeaea34db)___[ by C= hip & Dan Heath](https://www.amazon.com/Power-Moments-Certain-Experiences-E= xtraordinary/dp/1501147765?utm_source=3Dnews.planetsmallbusiness.com&utm_me= dium=3Dnewsletter&utm_campaign=3Dthey-started-with-a-pushcart-and-zero-expe= rience-now-they-are-starbucks-biggest-threat&_bhlid=3D43dfd7635c04c0b9d7b37= 269c47cea7683b2fa72)_ Learn how to create customer experiences that delight and stick. =F0=9F=9B=A0=EF=B8=8F **Tool** =E2=80=93 _[Typeform](https://www.typeform.c= om/?_gl=3D1*1tnbd7i*_up*MQ..*_ga*MjA3NDQ2NTg2OC4xNzUxNTA3NTIz*_ga_N6F0VDRT9= W*czE3NTE1MDc1MjMkbzEkZzAkdDE3NTE1MDc1MjMkajYwJGwwJGgw&utm_source=3Dnews.pl= anetsmallbusiness.com&utm_medium=3Dnewsletter&utm_campaign=3Dthey-started-w= ith-a-pushcart-and-zero-experience-now-they-are-starbucks-biggest-threat&_b= hlid=3D2a4eb2a704c5e5d78f0466a9606e2d5fd0491f9c)_ Use this to create feedback loops that turn customers into loyal fans. =F0=9F=8E=99=EF=B8=8F **Podcast** =E2=80=94 [Startups For the Rest of Us](h= ttps://www.startupsfortherestofus.com/?utm_source=3Dchatgpt.com) Realistic guidance for indie founders building sustainable solo ventures.=20 =F0=9F=8E=A5 **Video** =E2=80=93_[=C2=A0](https://www.youtube.com/watch?v= =3DoJzjW77NF7k&utm_source=3Dnews.planetsmallbusiness.com&utm_medium=3Dnewsl= etter&utm_campaign=3Dthey-started-with-a-pushcart-and-zero-experience-now-t= hey-are-starbucks-biggest-threat&_bhlid=3D8a86aae9f8ada72300f73628a8bd3510c= bf9ef20)__[Dutch Bros IPO Story on CNBC](https://www.youtube.com/watch?v=3D= oJzjW77NF7k&utm_source=3Dnews.planetsmallbusiness.com&utm_medium=3Dnewslett= er&utm_campaign=3Dthey-started-with-a-pushcart-and-zero-experience-now-they= -are-starbucks-biggest-threat&_bhlid=3Da836d04c20fab6989d62bc2ff861cec338b4= 65e0)_ Watch Travis Boersma break down how they scaled from cart to corporation. ---------- =E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2= =80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80= =94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94= =E2=80=94=E2=80=94 ---------- ### About Steve=20 Steve Strauss is the best-selling author of __[The Small Business Bible](ht= tps://www.amazon.com/The-Small-Business-Bible-Everything/dp/1118135946/ref= =3Dntt_at_ep_dpt_1?utm_source=3Dnews.planetsmallbusiness.com&utm_medium=3Dn= ewsletter&utm_campaign=3Dbutterball-s-turkey-talk-line-the-hotline-that-sav= ed-thanksgiving&_bhlid=3D3858bc9a4c0ec12e508ddbbc0df9091aba0c31f0)__ (and 1= 7 other books), Inc.=E2=80=99s _[small business columnist](https://www.inc.= com/author/steve-strauss?utm_source=3Dnews.planetsmallbusiness.com&utm_medi= um=3Dnewsletter&utm_campaign=3Dbutterball-s-turkey-talk-line-the-hotline-th= at-saved-thanksgiving&_bhlid=3Dd32fdb0ff6e2daa2aa9027df4d9f8b20b6305b2c)_, = a lawyer (non-practicing), and an entrepreneur. He sold his last venture, _= [TheSelfEmployed.com](https://TheSelfEmployed.com)_ to Mark Cuban & Zen Bus= iness. Need a ghostwriter or a newsletter for your business? =3D= =3D_[Contact Steve!](http://sstrauss@mrallbiz.com)_=3D=3D ---------- =E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2= =80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80= =94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94= =E2=80=94=E2=80=94 =E2=80=9C**=E2=80=9CBe bold! For boldness has genius, magic, and power in i= t.=E2=80=9D **=E2=80=9C =E2=80=94 **- Goethe** =E2=80=94=E2=80=94=E2=80=94 You are reading a plain text version of this post. For the best experience,= copy and paste this link in your browser to view the post online: https://news.planetsmallbusiness.com/p/two-laid-off-brothers-one-12k-loan-a= nd-the-coffee-cart-now-challenging-starbucks --d9b9881ce18404876b6a8b9cd4be46ff1040591f562c6c9fdf997d9788ec Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset=utf-8 Mime-Version: 1.0 Two Laid-Off Brothers, One $12K Loan, and the Coffee Cart Now Challenging= Starbucks<= body class=3D"a" style=3D"margin:0px auto;padding:0px;word-wrap:normal;word= -spacing:normal;background-color:#FFFFFF;">
And w= e have a very special freebie for you tonight!  ‌ ‌&#= 160;‌ ‌ ‌ ‌ ‌ ‌= ; ‌ ‌ ‌ ‌ ‌ = 204; ‌ ‌ ‌ ‌ ‌ = ‌ ‌ ‌ ‌ ‌ ‌= 60;‌ ‌ ‌ ‌ ‌ ‌=  ‌ ‌ ‌ ‌ ‌ R= 04; ‌ ‌ ‌ ‌ ‌ &= #8204; ‌ ‌ ‌ ‌ ‌= 0;‌ ‌ ‌ ‌ ‌ ‌&= #160;‌ ‌ ‌ ‌ ‌ ̴= 4; ‌ ‌ ‌ ‌ ‌ &#= 8204; ‌ ‌ ‌ ‌ ‌ = ;‌ ‌ ‌ ‌ ‌ ‌&#= 160;‌ ‌ ‌ ‌ ‌ ‌= ; ‌ ‌ ‌ ‌ ‌ = 204; ‌ ‌ ‌ ‌ ‌ = ‌ ‌ ‌ ‌ ‌ ‌= 60;‌ ‌ ‌ ‌ ‌ ‌=  ‌ ‌ ‌ ‌ ‌ R= 04; ‌ ‌ ‌ ‌ ‌ &= #8204; ‌ ‌ ‌ ‌ ‌= 0;‌ ‌ ‌ ‌ ‌ ‌&= #160;‌ ‌ ‌ ‌ ‌ ̴= 4; ‌ ‌ ‌ ‌ ‌ &#= 8204; ‌ ‌ ‌ ‌ ‌ = ;‌ ‌ ‌ ‌ ‌ ‌&#= 160;‌ ‌ ‌ ‌ ‌ ‌= ; ‌ ‌ ‌ ‌ ‌ = 204; ‌ ‌ ‌ ‌ ‌ = ‌ ‌ ‌ ‌ ‌ ‌= 60;‌ ‌ ‌ ‌ ‌ ‌=  ‌ ‌ ‌ ‌ ‌ R= 04; ‌ ‌ ‌ ‌ ‌ &= #8204; ‌ ‌ ‌ ‌ ‌= 0;‌ ‌
<= /tr>

F= ebruary 25, 2026   |   Read Online

Two Laid-Off Brothers, One $12K Loan,= and the Coffee Cart Now Challenging Starbucks

And we have a very spe= cial freebie for you tonight!

3D"like"
 
3D"comment"
<= td align=3D"left" valign=3D"middle">
3D"share
=  
3D"share
 
=3D"share
= 		 =
3D"share
3D""=
<= tr>
=
 
  =

We have a great freebie for you toight! I arranged with Belay to give us a= free copy of The Entrepreneur=E2=80=99s Guide to Saving 10+ Hours a Week. = I found it, found it to be really useful, and I bet you will too! You can d= ownload it below tonight=E2=80=99s story.

<= /td>		  
 

Presented by

3D""

= <= /tr>

In 1992, brothers Dane and Travis were in a heap of trouble. <= /p>

Dairy farmers, they watched helplessly as local milk prices tanked, = the industry collapsed, and the family business was effectively over.

<= /td>

The brothers were in their 20s. They had no backup plan, no training, no= money, and definitely no other jobs. But what they did have was gumption. = So they asked themselves a simple question:

What could we sell that= brings people joy, that they actually love?

The answer was coffee.=

But the problem was they were farmers, not baristas. They didn'= ;t even know how to pull an espresso shot. And just to make thigs even more= interesting, they were starting exactly when the Starbucks juggernaut was = beginning to steamroll the country.

Undaunted, they scraped togethe= r $12,000, bought a single pushcart, and learned how to make coffee drinks.= What they lacked in experience they made up for in personality, enthusiasm= , and fun.

They took their cart, hit the streets of their town in G= rants Pass Oregon, and started smiling, laughing, having fun, and blasting = music while handing out free samples on a street corner.

Dutch Bros= was born (and yes, it=E2=80=99s =E2=80=9CBros", not Brothers =F0=9F= =98=83.)

<= h2 style=3D"color:#2A2A2A;font-weight:Bold;mso-line-height-alt:150.0%;">The= Big Hurdle

But they knew that that $12,000 loan wasn=E2=80=99t goi= ng to last long.

Most entrepreneurs in that position might try to p= lay it safe. They might try to act "professional" to hide the fac= t that they=E2=80=99re small and inexperienced.

But the brothers Bo= ersma went in the opposite direction because they realized that being a sma= ller version of Starbucks was a death sentence.

The Big Lesson

The breakthrough= wasn't the coffee. It was the realization that they weren't in the= beverage business at all. They were in the "feel-good" business.=

While the giant focused on efficiency and "third-place" = real estate, the brothers focused on creating a great vibe. That first =E2= =80=9Clocation=E2=80=9D became a go-to spot. It was fun. Friendly. Smiles a= ll around. And the coffee was good too!

One cart begat another, and= another.

=

Bo= om!

As they started to grow, that fun, feel-good, happy vibe was at= the core of what they did and who they hired - people with big smiles and = bigger hearts. They memorized customers=E2=80=99 names. The encouraged empl= oyees to have fun.

Before long, they were able to start selling fr= anchises, but only to people who had worked at Dutch Bros for at least thre= e years and who shared the vision.

The other thing the brothers rea= lized was that drive-through kiosks were ascending and were cheaper to run.= And yet, as I personally can attest, whenever I drive through my personal = Dutch Bros, the kids who work there are still sweet and fun. And it=E2=80= =99s quick and easy.

So it=E2=80=99s no wonder that by 2021, Dutch = Bros was able to go public.

The IPO raised $484 million.

An= d as of today, there are over 800 locations and counting. Today, Dutch Bros= is worth over $5 billion,

And they are the fastest-growing coffee = company in the country.

<= /p>

Stop Operating.= Start Leading

3D""

Every reactive hour costs= growth. If your best hours are buried in updates, approvals, and status ch= ecks, you=E2=80=99re not leading. You=E2=80=99re operating. BELAY=E2=80= =99s Free Guide reveals the 3 hidden time traps and a weekly rhythm to= cut meeting drag, clear bottlenecks, and put 10+ strategic hours back in y= our week

Download the Free G= uide!

=

 

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=

The Takeaway

As an entrepreneur it is so important to remem= ber that you bring something special to the game. It might be a unique skil= l set, or a killer customer list, or simply a great personality. Whatever i= t is, that=E2=80=99s your secret sauce - and don't forget it!

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Steal This Strategy

=C2=A0=F0=9F=93=96=C2=A0Book<= span style=3D"color:rgb(45, 45, 45);font-family:Helvetica, Arial, sans-seri= f;font-size:16px;font-weight:400;"> =E2=80=93 The Power of Moments by Chip & Dan Heath
Learn how to create customer experiences that delight and stic= k.

=F0=9F=9B=A0=EF=B8=8F <= /span>Tool =E2=80=93 T= ypeform
Use= this to create feedback loops that turn customers into loyal fans.<= /p>

=F0=9F=8E=99=EF=B8=8F Podcast =E2=80=94 Startups For the= Rest of Us
Realistic guidance for indie founders building su= stainable solo ventures.

=F0=9F=8E=A5=C2=A0Video= =E2=80=93=C2=A0Dutch Bros IPO Story on = CNBC
Watch = Travis Boersma break down how they scaled from cart to corporation.<= /p>

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=

=
 
 

About Steve

Steve Strauss is the best-selling author o= f The Small Business Bible (and 17 other books), Inc.=E2=80=99s small business columnist, a lawyer (non-practicing), and an entrepreneur. He sold his = last venture, TheSelfEmployed.com to Mark Cuban & Zen Business. Need a ghostwriter or a newslet= ter for your business? Contact Ste= ve!

  
 

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=E2=80=9CBe bold= ! For boldness has genius, magic, and power in it.=E2=80=9D

 
- Goethe
=3D"fb"= 3D"t=3D"tk"3D"in"
 

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© 2026 The Strauss Group, Inc.

821 NW Flande= rs, #340
Portland, Oregon 97209, United States

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