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Firaol Ahmed

The goal of Hardly Hustle is to provide inspiration, drive and motivation in a 10 minute read or less. What you see is what you get. This is hot off the press without an editing team. Global desire for Ethiopian coffee but the farmers in Ethiopia don't see much of that benefit. Firaol Ahmed is up.

Firaol Ahmed

Who are you and what do you do?

My name is Firaol Ahmed, and I'm the founder of Moii Coffee. I am currently building Moii Coffee, a specialty coffee roasting company, out of my dorm room in college.

What did it take/how did you get started?

I come from a family of farmers in Ethiopia. When I moved to the United States, I noticed that Ethiopian coffee is highly desired, but the farmers in Ethiopia don't get much benefit from it. So, I decided to start a business where I get coffee directly from my family and local farmers in Ethiopia. This way, they can sell their coffee for its true worth and get paid fairly for all their effort.

What does the future look like for you and your business?

Exciting! I'm also working on finding more ways to connect farmers and consumers directly, allowing everyone to experience the entire coffee-growing process.

What drives / motivates you on a daily basis?

The curiosity about the significant impact I can possibly make a couple of decades from now is what truly motivates me.

What advice would you give someone interested in doing what you do?

I think my advice, which can apply to anything, is to find a purpose that is larger than ourselves. I've asked myself many times why I chose to do this in the first place. Having a reason that's bigger than me is the only thing that helps me keep going and face challenges directly.

What has been the hardest part of your business journey?

As a young entrepreneur running a business from a dorm room, the most challenging aspect has been gaining credibility and being taken seriously. Consequently, I face numerous rejections and receive many "no" responses. However, I understand that this is a normal part of the journey, and the only course of action is to consistently exceed expectations and slowly build a solid reputation.

How have you managed burnout thus far?

Being a student-athlete, having another pursuit alongside running a business has helped me avoid mental burnout. By dedicating a portion of my day to high-level exercise, I can maintain a balanced approach and prevent exhaustion from solely focusing on my business.

What are a few resources that you'd recommend?

I enjoy listening to podcasts and reading books. Some of my favorite podcasts include "How I Built This" with Guy Raz, "The Game" with Alex Hormozi, and "Naval." As for books, I highly recommend "Influence" by Robert Cialdini, "The $100M Offer" by Alex Hormozi, and "Zero to One" by Peter Thiel.


List the founders

Firaol Ahmed

How many hours a week do you work on this hustle?

25-30 hours.

# of Employees?

1 part-time.

When did you start?

December 2022

How much did it cost to launch?


What were your funding methods and ballpark amount raised?

$0, solely been growing the business from cash flow

Annual revenue?

Projecting $35000 first year

Projected revenue?


What's the #1 thing you need right now?

I'm aiming to establish a strong brand identity that goes beyond just coffee. To achieve this, I believe having a mentor with expertise in this field would be invaluable.

Social: Ig: @moiicoffee Linkedin: Moii Coffee


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