30 Seconds or Less
By Dawnya Sasse
Do you have a tea business dream? A unique idea that
combines your personality with your love of high quality
tea? If so, you will love this private interview with
inventor extraordinaire, Anthony Priley of Affinitea
Brewing Technology.
Lady Dawnya:
Hi, everyone. Today I am so pleased to interview
Anthony Priley of AffiniTea Brewing Technology. He is
going to be telling us all about the new and exciting trends
in tea and the things that are happening with the AffiniTea
Brewer. I’m not sure if everybody is familiar with the
company AffiniTea and its products. That’s why I wanted
to bring Anthony on because he has some fabulous
information that can really revolutionize your tea shop and
modernize it. Welcome Anthony, it’s great to have you
with us.
Anthony Priley:
Hi, thanks for having me.
D: So tell me, we always like to know how people got
involved with tea because a lot of people don’t realize
what a large industry and quickly growing industry it is.
You’ve been around for a long time, as far as tea is
concerned. What was your tea journey like? How did
you get started?
AP: In the early 90’s, I think it was 1992 or 1993, my
sister, my brother-in-law and I opened a retail café
with a theme of being a beverage café. What that
was, was the incorporation of four beverages under
one roof. We saw several different trends emerging.
One being the coffee trend, of course, at that time
was in full swing. The Microbrew beer trend was
another one.
Then the emergence of California wines was the third.
Then the fourth being tea. Our journey was started
by trying to discover what the equivalent in the tea
industry was to those other three products. We
were very familiar with the higher quality products in
those other areas but we didn’t understand or know
what it was in tea. That precipitated a journey to see
Mike Spillane at the G.S. Haley Company and during a
formal Tea Tasting, being exposed to loose leaf tea,
which as I am sure everyone knows is a
transformational experience.
D: Absolutely. So you guys were really in the Fusion
drink market really early.
AP: Yes, very early, ahead of the curve in many
respects. Coffee was really the only trend at that
point that was in full swing. We rode the expansion
of California wines and then the Microbrew market up
through early 2003/2004 when we sold the business
and focused on the inventions that we had made in
the tea area of the business.
D: Is that how you came up with the AffiniTea, it was
something that you were doing?
AP: No, what it was the day we went down and we
bought $3000 worth of tea. Passionately bought a
chest of every tea that we liked that day, not
realizing how many cups of tea ten chests of tea was.
That day we bought several hundred thousand cups
of tea and went back excited, as most people do.
We then went out and bought the jars at the local Pier
1 and put the jars up, got the infusers, everybody was
excited. Then the sales just didn’t happen. I started
to ask the employees ‘Why are you reluctant to sell
this product?’
Finally they would come clean and say
because I can’t make the same product twice, even if
I do it right, if I convert a customer. If they like what
I have done, the next time they come in, maybe they
brought a friend the second time and say make it just
like you did before, almost no one could make the
same tea twice.
That was disturbing because
sometimes it would even be better than the time
before but the customer, the most important thing to
the customer was that they got what they got last
time because that is what they were expecting......
(for the complete story and the inside scoop on the
Affinitea's innovative 30 second brewing process,
listen to the live interview at
http://www.tearadio.typepad.com/web/ )
© Dawnya Sasse- Tea Radio – All Rights Reserved
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Dawnya Sasse is the creator of the ultimate tea business
training school allowing students to discover the secrets
of the tea industry, "quickly and easily" without ever leaving
home.
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Why do some people succeed in the tea business?
Discover how to "Unlock the Secrets of the Billion Dollar
Tea Industry from the Comfort of Your Own Computer"
and make your tea dream a reality. Free audio mini
course http://www.StartATeaBusiness.com
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