DSA Approves Inspired Aroma, Inc. Into Membership!

Inspired Aroma, Inc. is proud to be accepted into membership with the most prestigious direct sales organization in the world, the DSA (Direct Selling Association).

We have gone through a year long grueling membership process to receive this “seal of approval” from the DSA. The process included, a full legal review and a pledge that we abide by the DSA’s Code of Ethics, which protect our sales consultants and customers. You may review the Code of Ethics on our web-site’s home page. Just click the DSA Code of Ethics icon.
What does this mean for you; the sales consultant?

1. You can be assured you’re working for a credible, reputable company.
2. You can use this “seal of approval” from DSA in your recruiting conversations.

Inspired Aroma, Inc. will abide by The DSA Code of Ethics which protects the sales consultant and customer.

Mentioning our DSA status to customers and potential recruits is one more benefit that will increase the attraction to IA’s products and opportunities.

We’re proud of this approval and will be displaying the DSA logo on our web-site and all our newly printed marketing materials.

Feel free to visit their web-site to learn more about the DSA www.dsa.org.

One more great reason to be part of Inspired Aroma, Inc.

Inspired Aroma, Inc. Brings a Specialty Coffee Shop into Customers’ Homes to Educate and Entertain

Since 1998, Tracey Suehring of Green Bay, Wisconsin, has devoted herself to educating the public on producing a perfect cup of coffee. However, she doesn’t do it in a coffee house, tea shop or retail store. Her business, Inspired Aroma Inc., was patterned after Pampered Chef, but instead of cooking gourmet food for party guests and selling kitchen gadgets, she and her 122 consultants brew coffee and espresso drinks at home parties and sell the products and tools necessary for customers to duplicate that coffee house taste in their own homes.

“I didn’t want to be just another home-party-type business that comes into a home and pressures guests to buy,” Tracey says of the business she founded with the support of her husband Dan. “I want people to learn something of value in a non-intimidating forum, while enjoying themselves. I believe coffee is one of life’s simple pleasures, and I want to share that with others.”

Consumers are introduced to what Tracey calls “the six steps to a perfect cup of coffee.” She and her consultants come armed with a wealth of knowledge and the finest coffee and espresso preparation equipment on the market – coffee presses, pump espresso machines, grinders, milk frother, etc. For a couple of hours they turn a private home into a coffee shop and demonstrate to intimate groups of family and friends how the products work to make a delicious cup of rich, satisfying coffee.
First, party attendees receive a lesson on types of coffee and roasting methods. Second, they learn about different brewing methods from French press to automatic drip. Coffee is brewed with both methods and guests are then given the opportunity to taste-test the difference. Many French presses are sold by the taste-test method. Other “steps” the consultants discuss are the grinding, water, and storage. All are important and integral parts of the “perfect cup” preparation. At each party demonstration, which lasts about an hour and a half, the party guests:


*Learn the six steps in preparing a perfect cup of coffee.

*Taste test at least two different coffees.

*Learn how to prepare an espresso, cappuccino, or latte, either with a pump machine or manually.

*Taste test an espresso and either a cappuccino or latte.

*Sample chai and cocoa.

*Learn about tea and loose leaf preparation.

*Taste test several teas.

When the party presentation is completed, guests have the opportunity to order Inspired Aroma, Inc. products while working directly with the consultant to get their specific needs met. The products are then shipped to the host of the party for distribution to her guests. To compensate the host for inviting her family and friends to experience an Inspired Aroma, Inc. party, the host receives discounted and free products.

A Concept that Works Anywhere

Becoming an Inspired Aroma, Inc consultant is a great way for someone to get into the coffee industry without the huge capital outlay needed for a brick and mortar shop. Some may view it as a stepping-stone to owning a shop, but most find satisfaction in setting their own hours, the compensation, and working at a pace that fits their lifestyle – without the burden of real estate and employees.

Tracey says the Inspired Aroma, Inc. concept works in both coffee savvy and not-so-savvy markets. In a market like Minneapolis, where there seems to be a coffee shop on every other corner, people come to Inspired Aroma, Inc. parties with educated questions. They have some information and want details. They appreciate the selection of quality brewing products that are offered. In smaller, relatively uneducated coffee markets, guests are being exposed to information and products that aren’t available locally. Guests in both markets are noticeably excited with their newfound knowledge and product purchases.

Tracey says by taking the coffee shop into peoples’ homes, Inspired Aroma, Inc. consultants offer their guests the opportunity to ask questions in a comfortable, non-intimidating forum.

“Before I started Inspired Aroma, Inc., I would go into coffee shops and stare at the big menu blackboard with its many drink combinations and feel frustrated and intimidated. I wasn’t sure what was what,” she said. “I knew there were four other people standing behind me who wanted to order, so instead of asking the barista to explain the differences, I’d inevitably just order the coffee of the day, or a cappuccino, and then leave feeling like I wanted to know more. By taking the coffee shop into the home, each guest’s questions and interests are satisfied.”

Helping the Industry

Tracey believes her business helps the specialty coffee industry at large in two ways: first, armed with the information acquired at an Inspired Aroma, Inc. party, a coffee novice is more likely to venture into a specialty coffee shop and order a hazelnut cappuccino grande and know what they’re getting. Second, since a large portion of Tracey’s business is appliances and accessories, she’s creating a need for quality coffee. She’s banking on the fact that people aren’t going to put out $120 for a top-of-line coffee maker just to brew “tin can” coffee.

“A better informed, quality-seeking consumer will only further our industries standards,” she says.

Inspired Aroma Inc.’s product catalog includes everything needed to prepare specialty coffee and tea drinks at home, from grinders to coffee presses to vacuum storage containers: frothing pitchers, Italian syrups, water kettles, tea supplies and an assortment of mugs and cups. The catalog also includes 26 varieties of premium roasted coffee, which can be purchased at the parties, or the customer can sign-up for the “Coffee Catering Club,” a monthly direct shipment program.

“We are very proud of the high quality products and coffee we offer. An incredible amount of market research has gone into our customer education process and product evaluation. I’m always researching and upgrading my product line. I’ve tested and personally approved every product in the catalog.” Tracey says.

In addition to her own research, Tracey relies heavily on customer feedback about her products, because no matter what she thinks, if customers won’t use a product, carrying it doesn’t pay.

What Tracey and her consultants are really doing is creating and educating customers for local coffee houses in the markets where Inspired Aroma Inc. parties are held. Her goal is to eventually have consultants in all 50 states.

“For the coffee shops, it’s like having someone out there doing marketing and consumer education free of charge,” Tracey says.

HOME PARTY LED HER TO OWN BUSINESS

What it takes to be an entrepreneur

Green Bay Press Gazette, 2002

Four years ago, entrepreneur Tracey Suehring dreamed of bringing America the perfect cup of coffee.

Today, she’s getting closer as she sees the expansion of her coffee and tea home party business, Inspired Aroma Inc., from a home-based business to a new 2,000-foot facility at 1382 Plane Site Blvd. in DePere.

Twenty-two sales consultants sell the 150 products she currently offers. That includes private label arabica coffees that are roasted for her each week, private label teas that she has developed from all over the world, cocoas, chai teas, apple cider, and a variety of preparation products related to brewing and enjoying the beverages.

Her new facility includes a test kitchen, training area, warehouse, and retail selling space to allow for walk-in customers. She also direct ships her products to customers through her Coffee Catering Club.

Suehring’s sales consultants are in Wisconsin, Minnesota, Illinois, Oregon, and Arizona, and she’s beginning to make inroads into Michigan and Iowa.

What led me to this career: Suehring was a national sales executive for USI International in West Bend when she went to a home party for kitchen products. “A couple days later it came to me… Do it with coffee and tea,” she recalled. “I have always been a coffee drinker.”

She has also always been a go-getter. With only a high school diploma from Ashwaubenon High School, during her 13-year career at USI International Suehring worked her way up the ranks from receptionist to a sales executive whose work sometimes took her overseas.

The same day she came up with the idea of a coffee and tea home party business, she had already been to the library to begin her research, visited coffee shops, and even came up with the name for her business.

Her goal from the very beginning has been to educate herself about coffees and teas and in turn bring that information to her customers.

Workday inspirations: “Fifty states is where we’d like to be,” Suehring said. Her only full-time employee is Peggy Schneider, her training specialist. Her husband, Dan, also works about 15 hours each week at the business.

“It took a while to get to 22 sales people, but now things should really start to blossom,” she said.
By supporting her sales consultants well, “there’s no telling where it can go,” she said.
Some advice for other entrepreneurs: Suehring said her work is all about taking chances, but making sure the research is done first.

She remembers it was May 1, 1998, when she first got the idea for Inspired Aroma, Inc.. By July 1, she had left her full-time job to pursue her dream. “There was no turning back,” she said. “There’s a business on every single corner. Why can’t I do it?”

The risk worried her, but, she said, “It never occurred to me not to do it because it wouldn’t work right away. I didn’t want fear to control my life.”

What I do when I’m not at work: “I am a big believer in self-education,” she said. That includes Dale Carnegie courses and sales training courses. “The thing that I like about sales is there’s no ceiling,” she said.Family: Suehring and her husband, Dan, have three children, Tina, 25, Crystal, 22, and Ashley, 19. The family lives in Green Bay.

SUEHRING SMELLS SUCCESS WITH

INSPIRED AROMA, INC.

Coffee parties brewing up plenty of business

Green Bay Press Gazette, Judy Kneiszel, September 19, 1999

It’s hard to decide which part of Tracey Suehring’s job is the most fun: working out of her home, having parties, or quality control.

“I’m always researching and upgrading my product line,” Suehring said as she prepared cinnamon toast flavored coffee using a French Press in her kitchen/test laboratory.

When the hot water hit the grounds it became clear how she came up with the name Inspired Aroma, Inc. for her multi-level marketing business.

Suehring said is was never her dream to start her own business, but one day in May 1998 the ideas just came to her.

“I had a day off and I was getting ready to go out when the idea came to me to do a coffee Pampered Chef type party,” she said. “Everything, including the name, came to me. I left the house and went to the coffee houses, retail stores, and the library to learn everything I could about coffee and starting a business.”

Suehring also wrote to manufacturers of coffee and tea products, asking for samples.
“Of course the big question is ‘Do you quit your job?'” she said. “And the question you have to ask yourself is ‘What’s the worst that can happen?'"

Suehring quit her job in July 1998 and began working on Inspired Aroma, Inc. full time.

“I don’t want to be just another party that comes into your home and pressures you to buy something,” she said. “I want you to learn something and really enjoy yourself with no pressure. I also want to give people the opportunity to do something where they don’t have to punch a clock, but can set their own hours and work as hard as they want.”

The Job: Suehring sets up party date and conducts Inspired Aroma, Inc. parties. She orders products, delivers and ships products, and prepares any necessary sales literature. She also recruits and trains new sales people on how to make a perfect cup of coffee and how to conduct an Inspired Aroma Inc. party.

Another part of Suehring’s job is to decide exactly what her company will sell. Her product line includes coffee and coffee makers, teas and tea making accessories, espresso makers and accessories, mugs, cups, coasters, cocoa, cider and chai, a type of tea.

Training: Suehring is a graduate of Ashwaubenon High School. Before starting Inspired Aroma, Inc., she worked her way up from secretary to head of national sales at USI Environmental Reclamation Ltd., a manufacturer and distributor of silver recovery equipment, located in West Bend.

“I had the sales and manufacturing experience I needed to start Inspired Aroma, Inc.,” she said, “I knew how to talk to manufacturers.”

The bottom line: Suehring is putting all her profits back into the business rather than paying herself a salary. Inspired Aroma, Inc's independent sales consultants make an average of $80 per party.
Family: Suehring’s husband, Dan, works for Bankers Life and Casualty Co. He also helps with packaging and delivery for Inspired Aroma, Inc.. The Suehrings have three daughters, Tina, Crystal, and Ashley.

Career goals: “My goal is to expand Inspired Aroma, Inc. to 50 states in seven to ten years and continue to offer good quality products to people,” Suehring said.

As Suehring’s company becomes larger, she has less time to conduct parties herself, but she said she will continue attending Inspired Aroma, Inc. parties to get feedback from customers. “I want to stay very customer-oriented,” she said.

Last word: “If you’re unhappy in your position, don’t be afraid to try something different. Not everyone is a sales person, but that’s okay. You just have to talk, and help people, and teach people,” she said.