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.