From: Lena Ortiz <lena@driftbean.coffee>
To: Ravi Patel <ravi@northstarventures.example>
Subject: Drift Bean update: pilot cohort and subscription retention
Date: Fri, 10 Jul 2026 09:18:42 -0400

Hi Ravi,

Quick update on Drift Bean before our call next week.

We finished onboarding the first 210 pilot subscribers in Toronto and Ottawa. The biggest surprise so far is that customers are choosing the "roaster's pick" plan more often than the fixed-origin plan, which helps us forecast inventory and gives the partner roasters more flexibility.

A few early numbers:

- 210 active subscribers
- $28.40 average monthly order value
- 74% selected biweekly delivery
- 18 cancellations after the first shipment
- 41% of customers added tasting notes or grind preferences

The main constraint is packaging. Our current mailers are holding up well, but the insert cards are taking too much manual time because each roast needs a separate note. We're testing a QR-based version next week that should cut packing time by roughly 30%.

We're also seeing good response from small offices. I did not expect that channel to move this early, but three design studios asked for 5-10 bag monthly plans after employees signed up individually.

I'll send the July dashboard once the second shipment cycle closes.

Best,
Lena

> On Jul 8, 2026, at 4:12 PM, Ravi Patel <ravi@northstarventures.example> wrote:
>
> Lena,
>
> Great to hear the first boxes went out. For the next update, can you share
> anything you are seeing on retention, average order value, and where the
> operations bottlenecks are showing up?
>
> Ravi