Sean Key started roasting coffee as a hobby with a heat gun and a popcorn popper. Friends asked for bags. He charged $5 and later realized he was basically paying them to take it.In this episode, Sean shares the full journey of turning that hobby into Fire and Ash Coffee — from sourcing better beans and ingredients, to roasting differently than the big brands, to finally understanding real cost of goods, margins, labor, shipping, and waste.You’ll also hear practical startup advice: how to source product without big buying power, why tracking every cost matters from day one, how AI can help with research, and why spouses need to be on the same page before the grind begins.Plus some genuinely useful coffee education: first crack, second crack, shelf life, why most grocery-store coffee is already past its best, and what actually makes a cup taste smooth instead of bitter.If you’re building a product business — or you just love great coffee — this one’s packed with real talk. Key Takeaways:• A hobby can become a business only when the numbers are honest• Track every cost: ingredients, labor, shipping, waste, electricity, time• Freshness matters — most store coffee is far past peak flavor• Lower-temp, longer roasting can produce smoother coffee• Source smart: research, reach out directly, and don’t assume you need huge volume• AI can speed up supplier and product research• Know your costs before setting B2B or B2C pricing• Early-stage businesses should watch the numbers more, not less• Spouses need a real plan and shared buy-in• “It’s a write-off” is not a strategy Chapters with Timestamps:00:00 – Intro & product props (Kodiak, New Orleans, rubs)01:30 – Meet Sean Key / Fire and Ash Coffee03:00 – Why the rubs smell so different06:00 – Coffee in seasonings and reducing waste08:30 – What makes Fire and Ash coffee different12:00 – Roasting process, first crack & second crack18:00 – Shelf life, freshness & why store coffee disappoints22:30 – From hobby roasting to business idea26:00 – Sitting down with the numbers for the first time35:00 – Using AI and direct farm relationships40:00 – Learning real cost of goods, labor & waste46:00 – Vendor decisions, shipping & math that matters50:00 – Making time, spouse alignment & hard conversations55:00 – Startup do’s and don’ts58:00 – Where to buy Fire and Ash Coffee / closingHost is Greg Forzani.Our guest is Sean Key www.fireandashfreshroasted.com — Follow Us — Instagram: / forzanibusinesseducation Facebook: / forzanibusinesseducation Twitter: https://x.com/GregForzani https://www.linkedin.com/in/gregforzani/ — Business Training Program — www.forzanibusinesseducation.com/programs — Book a FREE Discovery Call —https://my.forzanibusinesseducation.com/widget/bookings/forzani-discovery-call — Want to become a licensed coach? Book a Discovery Call – https://my.forzanibusinesseducation.com/widget/bookings/coach-license-call Disclaimer: The More Profit Less Stress podcast is provided for informational and entertainment purposes only. The content, opinions, and views expressed by the hosts, guests, or contributors are their own and do not necessarily reflect those of More Profit Less Stress podcast, its producers, or affiliates. The information shared is not intended as professional financial, legal, tax, or business advice and should not be relied upon for making business decisions. Listeners should consult qualified professionals, such as financial advisors, accountants, or attorneys, for advice tailored to their specific circumstances. More Profit Less Stress Podcast, its hosts, guests, and producers assume no liability for any actions taken or not taken based on the content of this podcast. All content is provided “as is” without warranties of any kind, express or implied, regarding its accuracy, completeness, or applicability. Any reliance on the information provided is at the listener’s own risk.