How Schuil Coffee Hit $1 MILLION with TRALE
- Jacob Acker
- Mar 13
- 4 min read
Updated: Apr 14
Before we dive in, we have to say - this was one of our favorite projects to date. Working with Tim wasn't just about business; he's a close colleague, trusted strategic partner, and a dear friend. That made this entire experience even more meaningful. We hope you enjoy the story as much as we've enjoyed being part of it.
Quick Aside: If you haven't tried Schuil Coffee, you're in for a treat - it's truly some of the best coffee in the U.S.A.
When Schuil Coffee set out to grow beyond their loyal customer base, they knew it would take more than just good coffee to stand out. Competing in a crowded market filled with national brands and local favorites, the challenge was clear: how do you scale in a meaningful, sustainable way - and fast?
That's when Schuil Coffee partnered with us (TRALE) to make growth happen - the right way.
Today, see how Schuil Coffee hit $1 MILLION with TRALE. It didn't happen by chance or accident. Here's how we did it together.
The Growth Challenge
Before working with TRALE, Schuil Coffee's e-commerce business was a small part of the overall brand - an underutilized channel with untapped potential.
They had great products and a great story - but no clear roadmap for scaling online sales in a very competitive market.
They needed more than vague marketing ideas - they needed a growth system that was:
Rooted in real customer behavior
Clear in its goals and targets
Backed by a plan that filled the gaps holding them back
Step 1: Documenting the Customer Journey
One of the first things we did was dig deep into understanding the customer journey - because you grow what you don't understand.
We asked:
Who are Schuil Coffee's ideal customers?
What makes them choose a coffee brand?
What stops them from buying?
Why do Schuil's retail customers choose them over other brands?
We set out to answer that by asking a mix of qualitative and quantitative questions to better understand their motivations.
From these insights, we mapped out a clear customer journey - step by step, from first touch to repeat purchase.
This allowed us to see every opportunity to influence customer decisions, whether through messaging, product offers, or optimized checkout flows.
As Tim Volkema said: "TRALE built us a growth machine. They didn't just throw up ads - they made sure every step of the customer journey worked toward the sale."
Step 2: Setting Lofty Growth Goals
From day one, we didn't aim for incremental growth. We set big, specific goals:
Turn e-commerce into a core part of Schuil's revenue
Reach $1 million in e-commerce sales
Build a repeatable, scalable system that keeps working
Setting these goals gave both TRALE and Schuil Coffee a clear north start to align every tactic and decision.
"We weren't afraid to set real goals - and TRALE knew how to back them up with a plan to get there."
Step 3: Filling in the Gaps
With a clear customer journey mapped and big goals in place, we got to work identifying and fixing the gaps that were needed to be setup.
Audience Awareness & Targeting
We knew Schuil needed to get in front of more of the right people - customers who would actually buy. We ran targeted campaigns designed to reach coffee lovers who hadn't heard of Schuil before and convince them to try something new.
"TRALE helped us convince coffee drinkers to buy Schuil - that was a huge breakthrough."
Messaging and Offers that Convert
It's not enough to just get attention - we needed to make sure Schuil's story and product offers were irresistible. We worked on:
Crafting messaging that connected with first-time buyers
Creating offers that lowered the barrier of entry (to that first purchase)
Establishing trust and standing out in a competitive marketing by understanding the product market fit for specialty (flavored) coffee
Optimizing the E-Commerce Experience
Once we got traffic to the site, we focused on turning that traffic into paying customers. We helped improve:
Product page layouts
Calls to action
Checkout flows
Post-purchase follow-ups to increase repeat sales
Executing Relentlessly
The magic wasn't in just creating a plan - it was in relentless execution. We didn't hand over a strategy and walk away - we worked closely with Tim and his team to make sure every step got implemented, tested, and improved.
As Tim puts it:
"TRALE was truly invested in our success - they didn't just hand us a plan, they stayed involved and made sure it worked."
The Results: How Schuil Coffee Hit $1 Million with TRALE
In a short period, Schuil Coffee's e-commerce went from almost nothing to generating over $1 MILLION in revenue.
Even more importantly, Schuil now has:
✓ A scalable, repeatable growth system
✓ A customer journey that works
✓ A brand that reaches beyond their local base
"The proof is in the numbers." - Tim Volkema, Schuil Coffee
Growth That's Built to Last
Schuil Coffee's growth story is proof that the right system, executed well, can completely transform a business.
If you're tired of throwing ideas at the wall, and ready to build a growth machine for your business - we'd love to help.
👉 Take the TRALE Growth Quiz and let's see what's possible for you.
