[RussianCow]

I don't have any evidence to support this other than anecdotes, but I would bet there is a much larger group in the middle than you imply. Plenty of people (myself included) appreciate good coffee without being fanatical about it. If you can offer the same taste as pourover without the work, I think you can capture quite a significant portion of the market. But then again, I could be overestimating that based on my own biases.

[2muchcoffeeman]

I really love my coffee. I roast at home.

But if I need to travel or whatever I will pick up the best instant I can find.

If this is as good as they claim, I'd buy it.

[freese]

Here's a short review by Oliver Strand, the coffee critic at NYTimes: https://nyti.ms/2mK8Frw

[shiven]

Coffee paraphernalia I use semi-regularly:

- Electric percolator with pre-ground Starbucks light-roast coffee (used to be Intelligentsia Honey Badger, before they souled-out to shitty Peet's).

- IKEA steel french press

- Nespresso (Original - not the supersize American version)

- Hario coffee hand mill for coffee beans (much rarely than before for time-availablity issues)

But, my go-to coffee on many days is the Folgers/Nescafé instant coffee.

If your instant coffee is really better (and I mean really) than what's on the market, and you can maintain consistent quality over time, I am in your target demographic.

Sign me up with a sampler!

[freese]

Email me and I'll fix some for you

[stevejb]

I start my day really early and work from home. My first cup of coffee is typically instant, and I can make this very quietly without waking up my family. I make a french press or pour over as my second cup once the kids are awake. I would buy the best instant coffee I can.

[freese]

We hear this a lot. Same goes for me - I wake up before my wife and she's really happy when I'm drinking Sudden at home instead of grinding and brewing.

[jrfarina]

How would a French press wake up your kids?

[FungalRaincloud]

Grinding his own beans? My electric burr grinder is pretty damn loud. My hand grinder is better, but a lot more work.

[brndn]

I'm guessing an electric grinder for the beans.

[davidddavidson]

I'm guessing it's the grinding the beans. Electric grinders are LOUD.

[tripzilch]

Not all of them are. At least my old one was way louder than my current. Same price range, too ($20-$30 I think, both were presents). I think I could use this one in my kitchen without waking up anyone. There's a good possibility that the old one was also noisier just because it was getting old and perhaps rattled a bit. Both are blade grinders, maybe burr grinders are louder by nature. I think if I really wanted it more quiet I could even wrap it in a towel or pillow :-p

[mst3c]

I grind my beans by hand :)

[Johnnybe]

I'm also in this segment of the market. However, only when pressed for time, which is during the week. On the weekends I take my time and brew pour overs.

[freese]

This it the whole idea - we don't try to replace all your coffee rituals but rather help you drink great coffee when you otherwise wouldn't be able to.

[_eht]

I'm in this portion of the market, and as such, I've subscribed to try it out.

[freese]

Thanks for giving us a try!