Carl Churchill Founder of Alpha Coffee012 - Dwayne Paro welcomes Carl Churchill to today’s podcast.  Carl Churchill, a combat veteran with 21 years of service as both an enlisted soldier and officer, and his wife Lori Churchill, a military spouse and coffee lover founded Alpha Coffee.  The company started out as Lock-n-Load Java, selling exclusively over the web.  In 2016 the company rebranded to Alpha Coffee, selling both online and via other retailers.  In 2017, Alpha will open their first coffee shop, staying close to home with their first location at the mouth of Big Cottonwood Canyon in Cottonwood Heights, Utah.

From the start, Carl and Lori wanted to create a different kind of company guided by the principles they lived by.

Serving our Great Nation (2:40)

Corey began his career as an enlisted troop when he was 17.  Received a green to gold scholarship and went through the ROTC program to become an officer.  Spent 9 years on active duty in tactical units, deployed multiple times.  Decided to get out and start a business but missed it after a year and decided to go into the Reserves.  Worked in various drill units for 12 years, retired after 21 years.

Transitioning to Entrepreneurship (5:50)

Corey feels the experience he gained in the military has prepared him to be an entrepreneur in the various aspects.  Leading by example from various levels of an organization is important in delegating and trusting others to do the tasks.

“Work Hard, Stay Humble”

No substitute for hard work and persevering as being an entrepreneur is rarely an overnight success.  Getting rich quick is not the reality for entrepreneurship; you work hard and long hours to be successful.  There are no guarantees in securing money for your future and the future of the company.  Dry spells can have a large impact on your personal finance and your company’s finances, which typically involves multiple employees.  Carl’s company was originally Lock n Load Java, as others entered the space the market started to dilute in value so they rebranded to Alpha coffee to position themselves as the original company in the space doing it the right way.  This is a big market so they want to approach expanding together as competitors rather than competing for the same dollars.

“Fuel for Warriors”

They are a cause based coffee company that contributes to various veteran causes.

In the Zone Segment (21:27)

Started young seeking our opportunities, his first venture was a paper route.  He figured out how to grow and enhance his delivery of service to his customers.  Later in college he bought and sold used cars on his own.  After he got out of the military he worked for companies but didn’t like the way it was going overall.  He wanted to work for his own vision and make the decisions to move his business forward.

How to Contact Carl (36:42)

Carl’s Website



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