- 01
Lead with the outcome
Your headline should name the result, not the struggle. Say what you will finish and when. A strong headline fits on one line and makes a stranger curious enough to open the story.
- 02
Tell it in three short parts
Who you are, what you are making and why now. A few plain sentences each. Never promise what you cannot prove later; Backers give to a person, so let your own voice come through.
- 03
Show, then ask
Add real photos of you and your work. Link each milestone to the proof you will post. End with a clear ask: what the first milestone needs and what Backers will see when it is done.
Risks to plan for
- R1
Unsuitable utility connections
Existing water or power connections may not suit the chosen machine. Confirm equipment requirements before fit-out and include a budget line for connection changes.
- R2
Slow drink preparation
An attractive counter can still create queues if staff cross paths. Use a timed practice rush in the final milestone and allow for small changes to the workstation.
- R3
Early stock waste
Beans, milk and fresh food can be wasted while demand is uncertain. Start with a limited opening range and use the operating reserve for measured replenishment.
Example milestone plan
An example plan for a coffee shop dream with a goal of $60,000. Backers fund the whole goal, but each milestone's money stays held until you post the proof and Backers release it.
Milestone 1
$9,000 · 15%
Plan the counter
Share a measured counter plan, water and power requirements, and itemised estimates for the proposed coffee bar.
Milestone 2
$18,000 · 30%
Prepare the space
Post dated fit-out photos and contractor invoices showing completed counter, plumbing and electrical preparation.
Milestone 3
$21,000 · 35%
Install brewing equipment
Upload machine and grinder receipts, installation photos and a short demonstration of the complete brewing station.
Milestone 4
$12,000 · 20%
Rehearse opening service
Share a practice service log, opening bean and milk stock records, and photos of the finished customer area.
How Backers are protected
14-day review per milestone
When proof is posted, each Backer has 14 days to release their share or ask for more. Money not released in time goes back to the Backer.
15% fee, deducted — never added
Backers pay exactly what they choose. The 15% fee comes out of each backing: $100 gives the Dreamer $85. The fee is kept if money is returned.
Gifts, not shares
Backings are gifts. No shares, equity, interest or repayment, and Dreamers keep full ownership. Nothing on cohero is an investment or a loan.
Budget example
A typical cost split for a coffee shop dream in Austin, shown in USD. Backers are charged the equivalent in US dollars.
Example goal
$60,000
- Brewing machines and grinders$21,000 · 35%
- Counter and space fit-out$18,000 · 30%
- Beans and serving supplies$9,000 · 15%
- Opening operations reserve$12,000 · 20%
What you receive
- Backers give
- $60,000
- Platform fee (15%)
- −$9,000
- You receive
- $51,000
Questions and answers
Can my first milestone cover planning rather than equipment?
Yes. A measured counter layout, utility checks and written fit-out estimates give Backers tangible planning proof. Keep this stage smaller than equipment installation and explain what decisions it settles.
How do I show the coffee bar is ready without claiming sales?
Film the brewing station in use and share a practice service log covering drink preparation and cleaning. Pair those records with installation receipts; readiness proof does not need a revenue forecast.
What makes a coffee shop pitch convincing?
Specific numbers, real photos and a first milestone small enough to reach soon. Backers trust Dreamers who show where every amount goes and who have already started on their own.
Ready when you are
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