# A Nounish Coffee Shop — A Los Angeles IRL-to-URL Nounish Experience

 **TL;DR**
 We’re terraforming LA and spreading positive sum crypto culture and Nounish values.

This proposal seeks $650,000 USDC to establish and operate a Nouns-branded coffee shop in Marina Del Rey, Los Angeles. This proposal includes acquiring an existing coffee shop, transforming it with a Nounish identity, giving away free coffee at Noun O’Clock, funding a series of community events, and creating a global online presence. Our team, with over 20 years in hospitality and retail, will ensure a seamless transition of an existing coffee shop into a vibrant Nounish hub.

After the initial funding, the coffee shop will be able to sustain itself indefinitely and continue providing Nounish events and activations.

**The Coffee Shop ⌐◧-◧**

![](https://lh7-us.googleusercontent.com/gIG_oeVZTa0PcWNMxW_TX-paYVvK8fgetM0fzu9w-_WYykfVl26FScjsJahKBXeWnrvK5qV2dw7KVcVGyxBC1SYlPqUGOpmDSFg02BUFrUOrmmkvxoAGbxRZ9X4_BamAIBSrBEhk5RU8To7nm8m1Zwo)

Located 15-minutes away from LAX, the coffee shop is nestled in the Marina Del Rey neighborhood of Los Angeles and has been serving the community for three years. More than just a local favorite, the shop offers something unique in the world of coffee: A 'Pure Espresso' system which uses batched and bottle espresso. This technology isn't new to us; the proposing team has [already deployed this espresso onchain](https://www.happyfriday.coffee/) via [The Park](https://thepark.wtf/), a Nounish subDAO.

Beyond espresso, the shop makes nearly everything from scratch, including sourdough bread, bagels, pies, cakes, biscuits, and more. In addition to this, they have a dinner menu and a specialized list of wine.

**Nounish Transformation and CC0 culture ⌐◧-◧**

The transformation will include a complete rebranding to reflect Nouns' identity, with a focus on the things that Nouns represents within a creative, inviting atmosphere. We will give the shop a new Nounish name and incorporate Nounish art both within the branding and the shop itself. Our goal is to create an immersive experience that showcases Nouns culture while also fitting into the city of Los Angeles.

![](https://lh7-us.googleusercontent.com/oBX06N3glbfnvdtJUyUhBa7AU5Ttye43Kg-xhq6SJUXZA18dcPTUZqNR83sz75n2Lm1jKRRUsgNgwIB8HsKdpwtog755QMVEskvNuND4Zwl1sJvwDvjOs8xWlFkNvqvdJHUzkFPWENqbfB0pF-WE-bE)

In line with Nouns' CC0 culture, we will make our unique recipes, branding, and business model openly available to promote industry transparency and community-driven growth.

**Making Coffee a Public Good ⌐◧-◧**

Every day at Noun O’Clock, we’ll offer free coffee for guests. This allows the shop to create a moment, each day, that’s special for its community. It's something only a Nouns-funded coffee shop can do: aligning its daily routine with the heartbeat of Nouns itself. This will allow the coffee shop to both strengthen the Nouns brand and do something cool and unique that sets us apart. Small gestures can have a big impact. Let’s make Noun O’Clock a new daily ritual.

**The Team ⌐◧-◧**

Derek G Taylor brings a wealth of experience and creativity to the proposing team. As an owner and partner of [Menotti’s Coffee Stop](https://www.instagram.com/menottis/?hl=en), he has successfully helped manage and expand this popular coffee brand since its inception in 2013, now boasting three locations, with two in Los Angeles and an international spot in Tokyo. Derek's expertise isn't limited to traditional coffee shop operations; he has also made a significant impact in the festival scene, with Menotti’s having a regular presence at festivals major events like Coachella and Camp Flog Gnaw.

In the web3 space, Derek is an early founder and staff member of [Friends With Benefits (FWB](https://www.fwb.help/)), and a founder of [The Park](https://nouns.build/dao/ethereum/0x96e396e66087b2b9dcad36fd473e1b049df18998/337), a Nounish DAO focused on music, art, and coffee. [⌐Ⓗ-Ⓕ Coffee](https://www.happyfriday.coffee/) and [Lil Nouns Coffee](https://lilnouns.coffee/) are two of his pioneering explorations in utilizing NFTs, DAO mechanics, and Nounish branding to create products within the coffee world.

Drew Coffman's built [Evergreen](https://www.instagram.com/evergreen.rdd), a leading coffee shop and boutique hotel in Redding, CA. His hands-on experience in taking over, expanding, and rebranding an existing coffee business into a beloved community staple highlights his skill in turnkey operations and his ability to evaluate market trends and customer needs.

Drew has been active in web3 since 2020, working with notable organizations like [Base](https://base.org/) and [FWB](https://www.fwb.help/). He worked with artist Dustin Yellin to create [an Open Edition](https://opensea.io/collection/dyppt) of [Person, Place, or Thing](https://twitter.com/dustinyellin/status/1686106445412978688), Yellin’s Nounish art piece, gaining notable recognition on OpenSea’s home page and at FWB FEST ‘23. Additionally, Drew has experience in creating [engaging content about Nouns](https://zora.co/collect/eth:0x024c14ca63ff1ab594a76579bf5c35fe030b16c4) and participated as [a delegate for Noun 652](https://x.com/WilsonCusack/status/1641121423409201152?s=20) where he consistently voted with reason.

Together, Derek and Drew’s extensive background in coffee shop management and event curation, combined with their passion for Nouns, DAOs, and the web3 ecosystem, form the backbone of the team. Their complementary skills and shared vision for a Nouns-centric coffee experience make them uniquely equipped to bring this innovative project to life in Los Angeles.

**About Pure Espresso, Scaling, and Franchising ⌐◧-◧**

![](https://lh7-us.googleusercontent.com/JJBR1LzK929BbGx_pnj2ishgsR4bZdg_tbuG4m3l18FPeOBc8tfuhz4AKHtoQXqb7TLIOG6X_U2i9Z7YyAQV08Y7qwFPDkRyBLXADOH7veoekHpc2J0IWy-Id5DGGToweu-rbYwKP-RmWvSdVEVaDTM)

'Pure Espresso' sets the shop apart. This innovative, zero-waste espresso reduces coffee usage by 20-30% and cuts energy consumption by 70%, all while ensuring a consistent and high-quality product. This operational efficiency allows us to focus more on customer engagement and less on the complexities of traditional coffee preparation without a drop in quality.

The Nouns coffee shop will be a scalable model, potentially expanding globally without franchise fees. Pure Espresso technology simplifies operations, making it an attractive option for future franchisees. We will implement a thorough quality control process, ensuring any future Nouns coffee shops maintain the same high standards.

**Community Engagement, DAO Education, and Retail ⌐◧-◧**

Our vision extends beyond coffee. We aim to use the Nouns coffee shop as a platform for DAO education and community engagement. Interactive elements like QR codes on coffee cups will direct customers to Nouns content and initiatives, turning our coffee sales into an educational tool.

We will develop a line of Nouns coffee merchandise, including a signature 'Nouns Espresso Blend.' We'll also collaborate with other Noun holders, offering them a platform to showcase their products, thus fostering a deeper community connection.

**Why LA ⌐◧-◧**

Los Angeles, a global hub for culture, innovation, and creativity, presents the ideal location for a Nouns-branded coffee shop. Known for its vibrant arts and entertainment scene, Los Angeles is home to many creative minds —artists, designers, tech innovators, and filmmakers — all of which would benefit from becoming a part of the Nouns ecosystem. LA also has a burgeoning tech scene, with many members of the web3 community already rooted here, making it fertile ground for events and activations.

Marina Del Rey’s location within LA is strategic: it's a neighborhood centrally located within the westside, with high foot traffic from both locals and tourists. The presence of prominent businesses like Costco, In & Out, and the Waterside and Villa Marina shopping plazas in the vicinity creates a bustling environment ideal for a new coffee shop. Moreover, the absence of competing specialty coffee shops in the immediate area offers a unique opportunity to establish the Nouns coffee shop as a go-to destination. This is the perfect place for a coffee shop to thrive, within a city at the forefront of the global stage.

**Risk and Contingency Plan ⌐◧-◧**

The existing profitability of the café minimizes financial risk. Our experienced team is well-equipped to manage the transition and maintain the café's success. We've allocated funds for contingencies and unexpected expenses to ensure smooth operations.


**Budget and Funding Details ⌐◧-◧**

The $650,000 USDC budget is allocated as follows:

-   Acquisition and ownership transfer of existing café: $300,000
    

	-   This amount is allocated for the acquisition of the existing coffee shop business. This strategic move eliminates the need for the extensive costs associated with permitting and a complete build-out, and includes around $70,000 in high-quality equipment, such as refrigerators, freezers, ovens, coffee brewers, and cutting-edge steam wands. Additionally, we will inherit existing licenses, crucial for the sale of food, beer and wine, setting the stage for a smooth transition.
    

-   Nounish makeover and renovation: $150,000
    

	-   To transition the coffee shop into a space that truly reflects Nouns, we plan a temporary closure of 2-3 months for a complete makeover. This budget covers a comprehensive rebranding to align with the Nouns identity, inclusive of new signage, merchandise, packaging, and an interior redesign that resonates with the Nouns aesthetic.
    

-   Initial staffing, training, and Nouns culture integration: $150,000
    

	-   With the goal of making the coffee shop a beacon for the Nouns community in a city teeming with creatives, this budget is designated for recruitment, training, and integration of Nouns culture into our daily operations. We want every team member to be knowledgeable and enthusiastic about Nouns, ready to engage and educate customers about our unique community and ethos. Funds will also be used to continue employing staff during closure.
    

-   Operational reserves for contingencies and unforeseen costs: $50,000
    

	-   In recognition of the unpredictability inherent in any business venture, this reserve fund is set aside to address unforeseen costs and challenges. This proactive budgeting ensures that unexpected expenses do not hinder the launch and operation of the Nouns coffee shop, allowing us to maintain our focus on providing an exceptional Nounish experience.
    

To ensure transparent and efficient use of the funds, they will be transferred to a multisig wallet. This wallet will be under the control of three members: Drew Coffman, Derek G Taylor, and Chris Carella, the prop’s sponsor.

The disbursement of funds will be released in phases. The initial release will cover the acquisition of the existing coffee shop. Following this, funds will be allocated for the rebranding phase, where the transformation into a Nounish identity will take place. Subsequent disbursements will support the final preparations leading up to the grand opening.

In the event that the acquisition of the café falls through, the team is committed to rapidly developing and implementing an alternative plan that aligns with the project’s goals and the interests of the Nouns community. Should such a situation arise and no viable alternative be feasible, the remaining funds will be returned to the Nouns treasury in a transparent and orderly manner.

**ROI and Long-Term Vision ⌐◧-◧**

This is more than a coffee shop; it's a sustainable investment in spreading the Nouns message. We foresee it becoming an essential part of the Nouns ecosystem, attracting new members and providing unique engagement opportunities.

We're thrilled about the prospect of bringing Nouns to life in Los Angeles, setting the stage for a global network of Nouns coffee. We want to create a dynamic, physical representation of Nouns and its values.

Outcome: EXECUTED