[Qwertious]

I'm probably in the target market too - I've never really gotten into coffee because it tasted like crap. Except, occasionally I get a coffee and it's actually not bitter for once, and I'm like "oh that's actually kind of nice". But frankly, I'm not willing to go out of my way to pay $3.50+ for it. That really adds up over time.

If it were cheaper, I'd be all over it. Like, $1.50/cup, say. I mean, it still adds up over time, but by an order of magnitude less. Plus, it doesn't add up in terms of sugar like soda does. https://xkcd.com/1793/

...so, maybe I'm not in the target market just yet. Hopefully you'll get a decent economy of scale going. ^_^

[freese]

The cool thing with instant coffee is that the whole concept is something that just works much better at scale - sourcing, roasting, brewing etc. We have solid plans to bring the cost down while improving the quality as we scale. At some point we'll build our own mega factory.