94 paid orders totaling $4,550.60. Excludes voided orders. Click the Shopify Orders tab for full details.
| Month | Orders | Revenue | Avg Order |
|---|---|---|---|
| April 2026 | 1 | $52.00 | $52.00 |
| May 2026 | 41 | $1,770.00 | $43.17 |
| June 2026 | 52 | $2,728.60 | $52.47 |
| Category | Amount |
|---|---|
| Revenue | $4,550.60 |
| COGS (Coffee Purchases) | -$2,142.47 |
| Gross Profit | $2,408.13 |
| Equipment | -$2,327.88 |
| Marketing | -$302.13 |
| Advertising | -$561.60 |
| Freight | -$1,418.01 |
| Subscriptions | -$46.78 |
| Delivery | -$80.00 |
| Bank Fees | -$503.18 |
| Net P&L | -$2,831.45 |
Total personal card ("Andrew (card)") spending: $5,331.45. This represents advances for COGS, equipment, marketing, freight, and subscriptions paid on Andrew's personal card.
| Category | Andrew (card) Total |
|---|---|
| COGS | $1,817.14 |
| Equipment | $2,327.88 |
| Marketing | $107.14 |
| Advertising | $561.60 |
| Freight | $1,418.01 |
| Subscriptions | $28.28 |
| Delivery | $80.00 |
| Total Owed | $5,331.45 |
Note: Excludes "Company card" ($194.99 VistaPrint) and "Business bank" ($503.18 bank fees) and "Germiko (card)" ($325.33 Prodigal).
Real conversations where someone is waiting on you — 26 in total once cold outreach is stripped out. The five below are the ones worth an hour this week; Grotto Bay and BUEI are the two genuinely new, and Pacific Life Re is the one with a date already in the diary.
Threads where your message was the last word and nothing has come back in 3+ days — 19 in total, wholesale, hospitality and equipment shown first. Also on the list and not shown: NJ at SVOS on the NJ consolidation (5 days), Kelsea Williams at BEDC after the pitch competition (9 days), Ina Trott at Butterfield on the tax entity form (15 days), Marco Lombardi on order #1198 (16 days), Thomas Gleeson’s enquiry (12 days), Janice at Northrock on decaf (18 days) and two unanswered coffee-reservation follow-ups from 2 September.
94 paid orders (excluding 3 voided + 1 partial refund adjustment). Total: $4,550.60.
8 supplier orders from 6 roasters. Total: $2,142.47. See Supplier Orders tab for full breakdown.
Revenue ($4,550.60) minus COGS ($2,142.47) = $2,408.13 gross margin (52.9%).
Equipment $2,327.88 + Marketing $302.13 + Ads $561.60 + Freight $1,418.01 + Subs $46.78 + Delivery $80.00 + Bank $503.18 = $5,239.58
Gross $2,408.13 - OpEx $5,239.58 = Net -$2,831.45. Typical for a pre-launch startup investing in equipment and initial inventory.
All expenses paid via "Andrew (card)" total $5,331.45. Excludes company card and business bank transactions.
| Category | Total | Items |
|---|
| Date | Category | Vendor | Description | Paid By | Amount |
|---|
| Order # | Date | Customer | Total | Payment | Fulfillment | Items |
|---|
| Customer | Orders | Total Spent | Avg Order |
|---|
Click any row to expand details. Teal = placed, Coral = planned.
| Customer | Description | Urgency | Owner | Status | Actions |
|---|
| Action Item | Linked Order | Amount | Status |
|---|
| Priority | Impact | Recommendation |
|---|---|---|
| ✓ | DONE | Add meta descriptions to all product pages |
| ✓ | DONE | Create a blog with regular coffee content — 8 posts live (Coffee 101 + News) |
| ✓ | DONE | Optimize title tags across all pages |
| ✓ | DONE | Add structured data (JSON-LD) for products |
| ✓ | DONE | Fix rotating-inventory 404s (9 URL redirects → /collections/coffee) |
| ✓ | DONE | Add an FAQ page targeting common searches |
| ✓ | DONE | Fill missing SEO title & meta description on 6 new Black & White coffees — auto-fixed |
| ✓ | DONE | Set up Google Business Profile — deferred, owner's decision to leave profile as-is |
| ✓ | DONE | Audit all active-product SEO titles, descriptions & image alt text — 37/37 active products 100% complete, 0 fixes needed — Aug 10 review |
| ✓ | DONE | Build backlinks from Bermuda directories — bermudayp.com & gotobermuda.com both live — confirmed complete Aug 10 |
| ✓ | DONE | Fill missing SEO title & meta description on 16 newly-activated products — 5 SEY coffees, 10 Hario pre-order items, Fellow Atmos, subscription — auto-fixed 17 Aug; all active products now complete on title, description and image alt text |
| ✓ | DONE | Write SEO titles & meta descriptions for collection pages — 10 of 10 customer-facing collections done 17 Aug (/coffee, /equipment, /espresso, /filter, /grinders, /brewers, /accessories, /pre-order, /subscriptions, /current-selection); verified rendering live |
| ✓ | DONE | Add URL redirects for live hard-404s — 6 added 17 Aug — kenya-kii-by-botz-coffee, edinson-argote-cherry-limeade, the retired post /blogs/coffee/how-to-brew-specialty-coffee, plus siti, basha-bekele-badigalo and marigi-malaki-estate which archived same-day; all verified 301 |
| ✓ | DONE | Fill missing SEO title & meta description on 6 newly-published Brandywine coffees — Galactic Standard, Orbital Motion, Santa Barbara Estate, Blackberry Band, Beneficio San Vicente, Coffee Friends — published to Online Store 17 Aug with no metadata, auto-fixed 24 Aug |
| ✓ | DONE | Write SEO title & meta description for published pages that had none — 6 pages — /contact, /coming-soon, /shop, /pay-with-crypto, /request-a-coffee, /equipment-partners — auto-fixed 24 Aug via global.title_tag & global.description_tag |
| ✓ | DONE | Write SEO title & meta description for blog articles that had none — 11 of 16 published posts were relying on Shopify’s title/excerpt fallback — auto-fixed 24 Aug |
| ✓ | DONE | Correct stale roaster count in /pages/subscriptions meta description — said “sixteen rotating roasters”, now twenty — fixed 24 Aug |
| ✓ | DONE | Fill missing SEO title & meta description on 19 newly-activated products — 3 Onyx (Las Lajas, Savage Gesha, Gotiti G1), 4 Black & White (Hambela EA Decaf, Mustefa Abakeno, Familia Bermudez, The Original), 2 Hario scales and all 9 Hermanos pre-order coffees went Active on 21–24 Aug with no metadata; written from each product’s own origin and tasting notes and auto-fixed 31 Aug |
| ✓ | DONE | Write SEO title & meta description for the two new Pre-Order collections — /collections/pre-order-coffee and /collections/pre-order-equipment were created and put in the sitemap with no metadata — auto-fixed 31 Aug |
| ✓ | DONE | Confirm image alt text across the catalogue — all 67 active products, every image — 0 missing on the 31 Aug sweep |
| ✓ | DONE | Add URL redirects for 4 ARCHIVED coffees now serving hard 404s — re-verified 6 Sep: all 4 (bayron-arcila-double-ferment-by-portrait-coffee, esayas-beriso-buku-sayisa-by-sey-coffee, felix-morocho-2nd-harvest-by-sey-coffee, the-new-school-strawberry) already had working 301 redirects to /collections/coffee. This item was stale on the dashboard, not an actual site problem — last week’s note was wrong |
| ✓ | DONE | Fill missing SEO title & meta description on 25 products with metadata gaps — 4 La Cabra + 13 DAK Coffee Roasters coffees went Active 6 Sep with title and description both empty, plus 8 Onyx/Black & White coffees found with description-only gaps (title was already set); written from each product’s own origin and tasting notes and auto-fixed 6 Sep |
| ✓ | DONE | Add a redirect for /pages/subscriptions-preview — caught in GSC’s ‘Not found (404)’ report, crawled as recently as 9/4 with no live page and no redirect; now points to /pages/subscriptions |
| ✓ | DONE | Fill missing SEO title on 8 active coffees that had a meta description but no title — Onyx Geometry Blend, Eclipse Dark Roast, Ethiopia Gotiti G1, The Classic, The Traditional, Hambela EA Decaf, Mustefa Abakeno and Familia Bermudez. The 6 Sep run logged these as “description-only gaps, title already set” — it was the other way round. Titles written from each coffee’s own roaster, origin and character and auto-fixed 7 Sep; all 74 active products now complete on SEO title, description and image alt text |
| ✓ | DONE | Decide redirect policy for retired-to-draft coffees that 404 — closed 7 Sep — no decision needed. Every one of the 63 draft/archived product handles was curl’d live this run: 60 return 301 to /collections/coffee (including founders-by-portrait-coffee and colombia-juan-jimenez-pink-bourbon-by-onyx-coffee-lab, the two named on 31 Aug) and only the 3 Third Wave Water pre-order handles still 404, which is by design so the pages aren’t hijacked when they go live |
| ✓ | DONE | Set SEO title & meta description at product-creation time — fixed at source 7 Sep. New shared module Scripts/seo_helper.py; all 13 product-creating scripts that previously skipped SEO now call it (the other 2 already set both fields). Its set_seo() refuses to write unless BOTH title and description are non-empty, which also closes the half-write bug that produced description-only products. Verified live round-trip against the store and python seo_helper.py --check reports 0 gaps. The next real batch is the proof |
| ✓ | DONE | Fill missing SEO title & meta description on Blueberry Beats by DAK — the one active product with metadata gaps on the 20 Sep sweep; created 7 Sep, went Active with both fields empty. Written from its own origin and tasting notes (Sidamo anaerobic natural; blueberry, strawberry jam, vanilla) and auto-fixed 20 Sep. All 61 active products now complete on SEO title, description and image alt text — 0 missing alt text across the catalogue |
| 1 | 1 - MED | Improve page load speed — largest remaining on-site lever |
| 2 | 2 - LOW | Keep the “Add a Tip” helper product out of search — the $1 cart-tip product is Active and published to the Online Store, so /products/add-a-tip is a thin indexable page. Title and description filled in 31 Aug as a stopgap, but the real fix is a theme-level noindex or removal from the Online Store channel — left for Andrew |
| 3 | 3 - LOW | Tidy the “coffee-and-tea-example-products” collection — an internal staging collection titled “Coming Soon” holding draft/archived coffees, but it is published, sitting in sitemap_collections_1.xml and renders as an empty page on a junk handle. Its <title> also collides with the live /pages/coming-soon. Either unpublish it or give it a real handle |
| 4 | 4 - LOW | Add SEO metadata to /collections/frontpage or drop it from the sitemap — Shopify’s default “Home page” collection is in the sitemap with 54 products, no SEO title or description, and a <title> of just “Home page – Harbour Roast”. Duplicates /collections/coffee |
| 5 | 5 - LOW | Add alt text to theme hero / banner images — all product & subscription images done; only theme-level banners remain |
| 6 | 6 - LOW | Create location-specific landing pages |
| 7 | 7 - LOW | Re-run GSC ‘Not found (404)’ validation — now 45 URLs, still marked Failed. Confirmed stale crawl data on 20 Sep: every one of the 76 draft/archived product handles was curl’d live and 72 return 301 to /collections/coffee, with only the 4 by-design Equipment pre-orders (Third Wave Water ×3, Fellow Clara) still 404. GSC’s “Page with redirect” bucket also grew 44 → 52, which is the redirect programme working as intended, not a fault |
| 8 | 8 - LOW | Publish the Wholesale / B2B pages — /pages/wholesale and /pages/wholesale-portal are both still DRAFT, unchanged since July; targets two Secondary keywords (wholesale coffee Bermuda, hotel coffee supplier Bermuda) with no live page yet |
| 9 | 9 - LOW | Review /collections/current-selection vs /collections/coffee overlap — both auto-populate from product type Coffee, competing for the same queries; consider canonical or noindex on one |
| 10 | 10 - LOW | Stagger the weekly-redirect-check and weekly-seo-review schedules — on 20 Sep the two tasks overlapped again: the SEO sweep began curl’ing handles at 16:25 UTC while the redirect task was mid-write, and 12 handles that returned 404 on the first pass returned 301 minutes later (the redirect task’s own email, timed 16:28:48, confirms it added exactly those 12). The repeat-pass sanity check caught it and nothing false was published, but this is the same collision as 31 Aug. A real gap between the two runs would remove the failure mode rather than relying on the check |
| Keyword | Type | Priority |
|---|---|---|
| specialty coffee Bermuda | Primary | Core |
| coffee Bermuda | Primary | Core |
| buy coffee online Bermuda | Primary | Core |
| coffee delivery Bermuda | Secondary | Growth |
| wholesale coffee Bermuda | Secondary | B2B |
| hotel coffee supplier Bermuda | Secondary | B2B |
| best coffee in Bermuda | Secondary | Growth |
| Sey Coffee Bermuda | Long-tail | Brand |
| Onyx Coffee Lab Bermuda | Long-tail | Brand |
| Intelligentsia Coffee Bermuda | Long-tail | Brand |
| single origin coffee Bermuda | Long-tail | Niche |
| espresso Bermuda | Long-tail | Niche |
| coffee subscription Bermuda | Future | Planned |
| Date | Name | Coffee | Qty | Bag | Phone | Followed up |
|---|
Triangulated estimate of the business — updates live from Shopify revenue. ~3.0 months selling.
SDE (seller's discretionary earnings) is the total yearly benefit one owner-operator gets from the business: net profit plus the owner's own pay/draw, plus one-off and personal costs run through the books, plus non-cash items like depreciation. It's the standard earnings base buyers use to value owner-run businesses under about $5M.
Harbour Roast's SDE is negative right now (cumulative loss), so an earnings multiple values it near $0 today. The number on this card is the forward case — what it's worth once SDE turns positive.
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| Metric | Value | Notes |
|---|---|---|
| Revenue | $4,550.60 | 94 paid orders (Apr-Jun 2026) |
| COGS | $2,142.47 | 8 supplier orders |
| Gross Margin | 52.9% | $2,408.13 |
| Operating Expenses | $5,239.58 | Equipment-heavy (startup phase) |
| Net P&L | -$2,831.45 | Pre-launch investment period |
| Owed to Andrew | $5,331.45 | Personal card advances |
| Active Roasters | 15 | 5 countries |
| Pipeline Roasters | 8 | Heart, Pilot, Botz +5 more |
| Unfulfilled Orders | 1 | #1089 Janice Hetzel |
| SEO Score | 91/100 | Manual estimate — down 1 from 92. Catalogue is clean: 1 product SEO gap found and auto-fixed, 0 missing image alt text across 61 active products, and 0 real 404s (all 76 draft/archived handles curl’d live; only the 4 by-design pre-orders 404). The −1 is a new low item to stagger this review against the redirect task, which overlapped it again on 20 Sep. Not a Lighthouse score |
| Data as of | September 20, 2026 |
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