Cartel Coffee Lab Inc. had grown from a single location in Tempe, Arizona, into a thriving brand with 13 locations. The company was at an “inflection point” and needed capital, but its historical organic growth strategy had reached its limits. The chief executive officer wanted to raise capital, but without sacrificing the firm's independence. Inspired by a crowdfunding campaign from Mother Road Brewery in Flagstaff, Arizona, Cartel became intrigued by the idea of offering equity directly to its customers through a Regulation Crowdfunding (Reg CF) offering.
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