Meet Niall Cleaver
Founder of Cupsly - Britain’s New Luxury Coffee Brand.
But, just as he intends with Cupsly, this blog is much bigger than him and coffee.
Niall talks in-depth about the importance of self-belief, building a personal brand and the power of getting started.
He covers topics such as the adversity he dealt with being severely dyslexic and how surrounding yourself with the right people makes all the difference.
Following this, we hear the inspiring vision for Cupsly over the next 5-years and how it will be so much more than a reusable coffee cup.
It has been truly inspiring listening to Niall speak honestly about how hard it is to build a startup, a brand, and how he stays motivated by enjoying the journey each day as it comes.
You've mentioned documenting the journey of building Cupsly. Could you share an anecdote or turning point in this journey that was particularly impactful for you?
"The turning point for Cupsly was when we decided to start all over.
It was about six months in we had our third design. We sent it to our research group - about 30 people we have had throughout the whole process from design to research to branding - and one person told us it was awful and that we couldn't take this to market.
She was right. That was the turning point where we decided to invest in a good team and find good people who understood what we wanted to achieve."
Assembling the right team is crucial in any business venture, especially in a startup. Can you share insights on how you selected your team for Cupsly and the impact they've had on the company's journey and culture?
"It was actually when Rachael and I decided to start all over after our first couple of designs weren’t looking how we imagined. We started looking via LinkedIn and Google, where we found our current team.
We wanted to work with the best.
The people who cared about the littlest details. It's these little details that create a memorable experience.
They have been a massive part of our journey from research to manufacturing. We wouldn’t be where we are without them, and I’ll happily admit this. When you find good people who get you as much as you get them.
It’s a win-win.
You will never find the right people straight away. It takes time. But when you do. You won't look back.
The people you work with shape your startup. Be patient with finding good people.
It will be worth it!"
With Cupsly's slogan being 'Take a Sip, Make a Statement', can you elaborate on the statement you hope your customers are making with your product?
"We want everyone to make their own statement. One where they prove their doubters wrong. There are always moments in life where you are doubting yourself. I’ve been there, but you’ve got to believe in yourself before anyone else will.
You can make a difference, and you can make a statement. It begins and ends with you. Always believe in yourself and chase your dreams. You’ve got to start to figure it out."
Creating a new luxury brand in a market as competitive as coffee must come with unique challenges. What was the biggest obstacle you faced, and how did you overcome it?
"We definitely haven't chosen the easiest market to enter! But I think the biggest struggle we’ve faced is being patient.
It’s going to be nearly two years since we started building Cupsly. We’ve experienced a lot of setbacks and even more challenges, but it's just about trying to find enjoyment in the process.
Things aren't always going to go right - they never do - but these little setbacks and the mistakes that you make along the way, they're the ones that move you forward.
Appreciate the little moments they make the best memories."
You talk about startups, communities, and entrepreneurship. How do you see community building as an integral part of a startup's success?
"Community is everything! We wouldn't be able to do it without the community we've built. They've always been supporting us; they've always been backing us, and they've been through this whole journey with us.
Having people who are invested in you as much as we are in them makes a massive difference.
Everyone is here to support each other and everyone's got the same goal. They want to better their lives, and they want to change their lives.
They’re believing in themselves, and that's the best part about building a community with the same values as you."
Moving from a distribution manager to founding your own company is a big leap. How did your previous roles prepare you for entrepreneurship, and what encouraged you to make the jump?
"Growing up dyslexic, I didn't get the ‘normal’ qualifications. It took me 8 years to get my English GCSE, without that, no one would take me under their wing. I applied for so many jobs and always got told I needed an English GCSE.
The only option was to work for my dad, which I did for three years. It helped me understand how to run a business and how to build a good culture that people want to be part of."
You've listed 'Dyslexic Thinking' under your skills. How have you turned what most see as an inhibitor into a superpower?
"Being dyslexic is one of my biggest strengths. But growing up, it wasn’t. I remember going into exams (the “memory tests”, as people like to call them) and not believing in myself because I struggled to read and write.
But I’ve found my way of doing it now.
Everyone learns differently, everyone develops at different stages in their life, and I've realised I'm a more visual learner. As long as I'm typing on a laptop, watching videos or listening to podcasts, I'm all good. It's all about finding your way of learning, and that's mine."
Given your experience with Social Library and Cupsly, what key piece of advice would you give to aspiring founders who want to make a splash in a crowded market?
"My advice to anyone would be:
Grow a personal brand.
It’s changed my life. I remember sitting in the front office a year and a half ago, working for my dad, and then I decided that I was going to write a review for a book on LinkedIn.
It was Gary Vaynerchuk’s book 'Twelve and a Half' which I broke down.
I didn’t know what I was doing, but I started and now, a year and a half later, 21,000 followers and a community that supports each other.
You've got to go out there and create your own noise no one can do this for you."
What future developments can we expect from Cupsly, and where do you see the brand in the next five years?
"I won't go too much into detail but Cupsly is going to be Britain's luxury coffee brand. We’re starting with reusable cups, but this only is phase one of our three-phase build.
What we want to achieve and what we're trying to do is to be a complete coffee brand. We want to be known within the coffee market from the luxury aspect.
Something we're really excited about is going to be a challenge, but who doesn't love a challenge?"
If you could recommend any book to a founder, what would it be and why?
"It has to be 100% Shoe Dog by Phil Knight. Every startup founder or someone who's looking to build a startup needs to read it.
It's raw, honest and straight to the point. Everyone wants to be this “CEO”, this “business owner” and it's glamorised. It's not fun the majority of the time. I’d probably say 80% is challenging, and 20% you can celebrate and enjoy the moments.
His book highlights and shows exactly what you’re going to go through. It's not as easy as people make it out to be."
We look forward to building with you,
The foundercentre team
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