Amin Anjedani, a Chapman University alum who graduated in 2017 with a degree in Business Administration with a Finance emphasis, has embarked on an exciting entrepreneurial journey that blends his passion for business with his love for innovation. As the Chief Development Officer of BOMANI, Amin plays a crucial role in the development and growth of this unique venture.
The BOMANI Story
BOMANI, Amin’s and his co-founders’ brainchild, is an alcohol-infused cold brew coffee that offers a delightful blend of coffee and alcohol. With a 5.7% ABV and half a cup of coffee’s worth of caffeine per can, BOMANI caters to the growing demand for espresso martinis and caffeine-infused alcoholic beverages. “We are tapping into the roaring demand for espresso martinis which are delicious but frustrating to make, as well as the centuries-long demand for caffeine+alcohol combinations,” says Amin.
The company’s inception was in Spring 2018, when Amin and his co-founders were living the same fast-paced lives that many modern consumers do. “Trying to find energy after long weeks, we’d enjoy our alcohol with coffee or other caffeinated chasers,” says Amin. “We realized a lot of our friends did the same, and that’s when we decided that consumers deserve something better than high-calorie espresso martinis or shots chased with laboratory-made synthetic energy drinks. Something that was healthier, more convenient, and delicious.”
To achieve their vision, they created alcohol-infused cold brew coffee that is only 110 calories, 0g sugar, 0g carbs, gluten-free, dairy-free, non-GMO, and vegan – all at 5.7% ABV, and half a cup of coffee’s worth of caffeine!
Overcoming Entrepreneurial Challenges
Starting a business from scratch is never without its challenges, and Amin and his team faced some significant hurdles along the way. The most daunting was perfecting the manufacturing process and establishing a robust supply chain. “We disciplined ourselves to settle for nothing but the best: we wanted to create alcohol-infused cold brew coffee that was delicious, lower calorie, zero sugar, zero carbs, gluten-free, and dairy-free,” he says. “As though that weren’t already enough, we knew that we needed a supply chain set up to scale since the demand for BOMANI was evident long before we ever sold our first can.”
At the end of the day, Amin says that he is thankful that he and his co-founders didn’t know how difficult the road to creating the first alcoholic-infused cold brew coffee would be. He says that if they did know, they may have never taken the leap!
Amin’s journey through the world of entrepreneurship has been marked by strategic decisions and a focus on key growth drivers. By concentrating on in-store samplings, collaborating with bar, club, and restaurant partners, and creating compelling content, they’ve been able to consistently grow their brand without losing sight of their core objectives. Amin believes that persistence, organization, and consistency are the pillars of long-term success in entrepreneurship.
Taking Risks to See Rewards
Taking significant risks is often part and parcel of entrepreneurship. A prime example for Amin and BOMANI was the decision to revamp their packaging design. He says, “Our old packaging was minimalistic, clean, and attractive, but it was disappearing on shelves. We were getting consistent feedback from our fans that they were having a hard time finding BOMANI on shelves at Whole Foods, Ralph’s, Bevmo!, etc.”
Amin and the BOMANI team kicked off a major project to revamp the entire package with the consumer in mind. They emphasized the electric, high-energy nature of their brand while simultaneously ensuring the final design would pop off the shelves. “We didn’t know if we would see a major fall off or a lift in stores after the redesign but so far in the first month since launching we’ve seen an over 50% increase in baseline sales. A great indication that the new packaging is working.”
Chapman’s Impact on Amin’s Entrepreneurial Journey
Amin’s time at Chapman University played a significant role in preparing him for entrepreneurship. The emphasis on experiential learning, networking opportunities, and access to knowledgeable professors provided him with a strong foundation. His involvement with the Phi Gamma Delta fraternity, where he was the chapter president his junior year, also led to lasting connections, one of which is his business partner and CFO, Dustin Lester ’15. He says, “Joining Greek life was an important decision in my journey as I’m still deeply connected with my fraternity brothers today.” Not only that, but he says that professors like Mario Leone and Dr. Terence Burnham had a profound impact on his Chapman experience, and the learnings from their classes are some that he takes into his every day at BOMANI.
Words of Wisdom
Reflecting on his journey, Amin shares some invaluable lessons. He emphasizes the importance of persistence, organizational skills, and consistency for entrepreneurs. Starting small and scaling methodically and profitably is crucial to retain control of one’s destiny. Understanding your business’s financial health, including cash flow, margins, and profitability, is key to making informed decisions.
If there’s a piece of advice he’d give to those looking to take the leap into entrepreneurship, it’s this: “Build a detailed plan for profitability, ask a ton of questions to individuals who have done it in the past, know your finances inside and out, understand that it’s going to take a TON of hard work.”
Amin Anjedani’s journey from Chapman University to the world of entrepreneurship is a testament to the dedication, innovation, and resilience that drive success in the business world. With BOMANI, Amin and his team have carved a niche in the market and continue to push the boundaries of what’s possible in the realm of coffee-infused alcoholic beverages.
In addition to this blog post, the Argyros College interviewed Amin Anjedani ’17 as a part of our Campus to Career series. Watch the full episode on our YouTube channel (or find it below), and listen wherever you stream your podcasts: