Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Alin & Roee Erenshteyn, founders of Afuga Coffee, located in Austin, TX, USA.

What's your business, and who are your customers?

Afuga coffee is a world of coffee composed of:

  1. Afuga events -a mobile espresso bar based in Austin, TX, that serves the finest craft coffee with impeccable service, offering a unique and memorable touch for private and corporate events.
  2. Afuga in a box: Afuga in a Box designs, customizes, and ships thousands of coffee-themed gift boxes to hundreds of companies and their employees through our online store.
  3. Coffee shop, our brick & mortar location, plans to be East Austin's new lakeside gathering spot for locals and visitors and will be opened in a few months.

Our goal is to create a fun & engaged community around coffee. From quality ingredients to expertly crafted Italian espresso to coffee education classes and gift boxes – our brick-and-mortar shop will have it all! Our customers are coffee lovers who appreciate great quality boutique products and the know-how to enjoy their coffee breaks.

Tell us about yourself

To run a business is not easy but what drives us is passion and love. We love coffee and love what we do! Bringing great coffee experiences everywhere! Creating an environment that lets people enjoy some great moments and smile.

Photos By: Jen Kandziora
Photos By: Jen Kandziora

What's your biggest accomplishment as a business owner?

Our biggest accomplishment is seeing our business develop every day, from a mobile coffee bar to gift boxes that ship all over the US to the coffee shop we are building now. Every small step in this way creating new things, we see the company grow. People who already repeat customers and the reviews that we get for our products make us happy and thankful and make us want to continue to grow and bring Afuga Coffee to more people to enjoy those little moments of joy!

Photos By: Jen Kandziora
Photos By: Jen Kandziora

What's one of the hardest things that come with being a business owner?

Being business owners means tons of hours and energy that gets dedicated to the business, a lot of non-conventional hours, decisions that sometimes need to be made with a lot of courage. We always remember what our goals are and what our vision is. When we look at the target, we know it is all worth the difficulties until we will get there.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Love what you are doing! This will probably be the most important one. You will breathe this business every second. It better be something you have passion for, so you will be able to continue even when it's not easy.
  2. Look at your goals- See them in front of you, even if something didn't go like you wanted, see the big picture and focus on the main goal, believe in yourself and what you are doing, and continue!
  3. People- choose who you work with; we love working together and believe in a good work environment. It's much easier to work with good, passionate people and can remember to be human along the way.

Is there anything else you'd like to share?

That we can't wait to have you for coffee in our first East Austin location!

Where can people find you and your business?


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

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