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Describe your business. Founden builds your website, product and automations. Runs them on autopilot.

01 One idea, your entire company

You describe the business. Founden builds the website, the app to grow users, and the back office that runs it. Live in minutes. Running around the clock.

Build me a specialty coffee brand called Brew Theory. Roasted to order.
Creating your store, customer portal, and back office. Setting up brand, blends, and checkout.
Add a subscription with three blends and free shipping on two bags.
Updated across the store, Stripe config, and checkout. Skip, swap, and pause are live.
Show me subscribers at risk of churning.
Built a churn watchlist in your back office: subscribers who skipped twice in a row.
Write a journal post about our sugarcane decaf.
Live on the journal, with search tags and a share image.
Set up an abandoned cart email with 10% off.
Automation live. Triggers 4 hours after checkout, with a single-use discount code.
Get started
Your website
Customer app
Back office
brewtheory.co
"Build a coffee brand called Brew Theory"
"Add a store with 3 blends and subscriptions"
"Write a landing page with our origin story"
Now roasting the spring Yirgacheffe micro-lot

Coffee worth building a morning around.

Brew Theory is a direct-to-consumer roastery with three signature blends and a subscription that bends around your week. We roast to order, ship within 24 hours, and print the farm, the lot, and the roast date on every bag. No stale supermarket coffee, no lock-in, no guessing at the grind.

Subscribe See how it works
Free shipping on House Skip or pause any week Cancel in one click
Next roast, ThursdayHouse plan / 2 bags

Deep Field, ground for espresso

Roasted Thursday, on your counter Saturday. Brew card: 18g in, 36g out, 28 seconds.

  • Deep Field

    250g espresso blend, ground fine

  • Morning Theory

    250g filter roast, whole bean

  • Loyalty points

    58 points, applied to this order

  • Shipping

    Free on the House plan

Confirmed 2 hours agoSkip or swap until Wednesday

Poured by home baristas, neighborhood cafes, and people who read the roast date

Meridian Coffee BarThe Filter RoomKettle and CoSlow Pour CollectiveBar Cardinal

Capabilities

Roasted the morning it ships, dialed in for the way you brew.

Brew Theory does not sell you a pallet that sat in a warehouse. Every bag is roasted against the order queue, ground for your brewer, and dated on the label.

Capability

Roasted the day it ships

Nothing sits in a warehouse. We roast against the order queue every morning and your bag leaves within 24 hours, roast date printed on the label.

Capability

A subscription that bends

Going away? Skip. Drinking more? Pull the next bag forward. Bored of the Deep Field? Swap it. Every change is one tap in your account, no email to support.

Capability

Dialed in for your brewer

Tell us what you brew on: espresso, V60, Aeropress, French press, or moka pot. We grind to match and ship a brew card with the ratio, dose, and time we would use.

Capability

Know where your bag is

Live tracking from the roaster to your door. You get a notification when the beans go in the drum, when the label prints, and when the carrier scans the parcel.

Capability

Beans that pay you back

Every dollar earns points, and every friend you refer gets $5 off their first bag while you get $5 back. Points come off the next shipment automatically.

Capability

Traceable to the lot

Farm, producer, altitude, varietal, process, and what we paid per kilo. It is all on the bag and on the product page, because we would rather show the receipts.

How it works

From your first bag to a morning you never have to think about.

  1. 01

    Pick a blend and a cadence

    Deep Field for espresso, Morning Theory for filter, Null Hypothesis for decaf. Tell us your brewer, your grind, and how often you want a bag.

  2. 02

    We roast it the day it ships

    Your beans go in the drum after you order, not before. The bag leaves within 24 hours with the farm, the lot, and the roast date printed on the label.

  3. 03

    Skip, swap, or pause any week

    Going away? Skip. Drinking more? Pull the next bag forward. Every change is one tap, and points and referral credit come off the next shipment automatically.

Customer reviews

Written by people who drink the coffee, not by an agency.

Cancelled three other coffee subscriptions
"I was buying whatever bag looked nice at the supermarket and wondering why my espresso was so flat. The first Brew Theory shot pulled properly on the same machine and the same recipe. It was the beans the whole time."
Priya Raghunathan
House subscriber, 11 months
Skipped 4 months, still subscribed
"I travel constantly, so every other coffee subscription buried me in bags I never opened. Here I just hit skip. Two seconds, no guilt, no support ticket, no bag rotting on my doorstep."
Tomas Lindqvist
Sampler subscriber, 7 months
$20 in referral credit, zero effort
"The micro-lots are the reason I upgraded. The Yirgacheffe they roasted in March tasted like apricot and iced tea, and the cupping card told me exactly how to pull it. I have referred four people."
Amara Osei
Roaster's Club member, 5 months

Pricing

House, $29/month.

Two bags a month for people who actually drink coffee. Free shipping, double points.

See all plansSubscribe
  • Two 250g bags per month
  • Mix and match blends per shipment
  • Free shipping, always
  • Skip, swap, or pause any week
  • 2 points per dollar
  • First look at seasonal roasts

FAQ

Straight answers.

Still wondering about something? Email hello@brewtheory.co.

How fresh is the coffee, really?

We roast against the order queue, so your beans are roasted after you order, not before. Bags ship within 24 hours of the roast and the roast date is printed on every label. Most customers are brewing coffee that was green three days earlier.

Can I skip, pause, or cancel a subscription?

Yes, from your account, in one tap, with no email to support. Skip a shipment, pull the next one forward, swap the blend, change the grind, pause indefinitely, or cancel outright. Changes made before the roast date always apply to the next bag.

Whole bean or ground?

Either. If you choose ground, pick your brewer (espresso, V60, Aeropress, French press, or moka pot) and we grind to match, then ship a brew card with the dose, ratio, and time we would use. You can change the grind on any shipment.

What are the three signature blends?

Deep Field is a dark, chocolatey espresso blend. Morning Theory is a balanced medium roast for filter and drip. Null Hypothesis is our decaf, sugarcane processed, so it actually tastes like coffee. Seasonal single origins rotate alongside them.

How does the loyalty and referral program work?

You earn points on every dollar spent, at a higher rate on the House and Roaster's Club tiers, and points come off your next shipment automatically. Your referral code gives a friend $5 off their first bag and credits you $5 once it ships.

Where do you ship, and what does it cost?

We ship across the US and the EU. Shipping is free on House and Roaster's Club, and a flat rate on Sampler and one-off bags. Every order gets live tracking from the roaster to your door.

Ready

Stop settling for beans that went stale in a warehouse. Start the week with coffee roasted for you.

SubscribeSee pricing
Brew Theory logoBrew Theory
HouseB

Deep Field, ground for espresso

House plan / 2 bags / Roasts Thursday, on your counter Saturday

Roasts in 2 days58 pointsManage subscription

Brew Theory note: You told us you switched to espresso, so this box ships ground fine with a brew card at 18g in, 36g out. Change it back to whole bean any time before Wednesday.

Loyalty points

58

Worth $5.80. Applied to your next bag automatically.

Bags this year

14 / 24

House plan. Two bags a month, skipped twice.

Referral credit

$15

3 friends joined with your code. $5 each.

In your next box

The next few months

May 7
Roast day, both bags
May 9
Delivered, tracked
Jun 4
Next roast, edit until Jun 2
Jul 2
Roast, or skip in one tap
Aug 6
Micro-lot, first look
Brew Theory logoBrew Theory opsInternal

Overview

Brew Theory operating system

Customers, orders, subscriptions, blends, content, and analytics for a coffee company that runs itself. One system of record, end to end.

MRR

$31,880

+9.2% MoM

Subscriptions

1,164

+71

Repeat rate

68%

+4pp

Order value

$34.10

+$1.60

Churn risk

41

+6

Net churn

3.2%

+0.4pp

Weekly signups

Accent: paid subscriptions. White: new accounts.

+16.2% MoM
Apr 3
Apr 10
Apr 17
Apr 24
May 1
May 8

First bags this week

  • Daniel Okafor

    1 orders placed / 75% repeat rate

    On track

  • Jenna Whitfield

    1 orders placed / 20% repeat rate

    At risk
See all customers

Modules

ready

Customers

Buyer roster with lifetime value, order history, loyalty points, and churn risk.

ready

Orders

Roast queue, fulfillment status, shipping labels, tracking numbers, and refunds.

ready

Subscriptions

Active plans, upcoming roast dates, skips, swaps, pauses, and failed payment recovery.

ready

Blends

The three signature blends plus seasonal roasts: origin, tasting notes, roast level, grind options, stock.

ready

Reviews

Star ratings and written reviews per blend, with moderation and reply.

ready

Automations

Abandoned cart discounts, referral payouts, first-bag welcome flows, and win-backs for lapsed subscribers.

ready

Content pipeline

The journal, seasonal roast announcements, brew guides, social drafts, and the newsletter.

ready

Brand kit

Logo, palette, type, bag label artwork, and usage notes for shop, email, and packaging.

ready

Contracts

Green bean supply agreements, wholesale terms, fulfillment SLAs, and customer terms of service.

ready

Analytics

MRR, active subscribers, repeat purchase rate, average order value, referral lift, and churn.

ready

Settings

Company identity, domain, subscription tiers, shipping zones, and integrations.

Attention needed

  • Jenna Whitfield (jenna.w@example.com) is on sampler, trial, repeat rate 20%. Abandoned cart automation last fired Apr 28.
02 Running and improving autonomously

You did not hire anyone. You did not log in. The company is running anyway.

Founden follows up with customers, sends your newsletter, restocks what sold out, and chases payments that failed.

Running now

A subscriber's payment didn't go through.

Retried it and won them back.

Your dark roast sold out.

Restocked the page and emailed the waitlist.

A first-time buyer went quiet.

Sent a 10% nudge. They came back.

Saturday came around.

Your newsletter went out to 847 subscribers.

A five-star review came in.

Added it to the product page.

Someone asked about wholesale.

Sent your price list and answered their questions.

A cart was left behind.

Followed up. The order came through.

A new season started.

Refreshed the homepage with your winter blends.

The month wrapped up.

Sent you a simple summary of sales and stock.

03 All yours

Cancel your SaaS stack.

Get your own website, customers, and revenue that's truly yours. Export everything whenever you want.

Instead of Squarespace

Your website, built and hosted for you.

On your own domain, with edits in seconds.

Instead of Mailchimp

Email that sends itself.

Newsletters, receipts, and reminders, from your own business.

Yours to keep

Pages, payments, customers.

Take all of it with you, anytime. Nothing is locked to Founden.

04 Build it on Founden
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Telehealth clinicVideo visits, intake, billing
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Subscription boxPlans, skip or swap, billing
Data dashboardLive charts, alerts, reports
Content studioBlog, newsletter, sponsorships

You've waited long enough.

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