Feature Friday! Dream of Coffee

This semester, the Dingman Center will be conducting interviews with the 11 student startups participating in our in-person New Ventures Practicum!

Founder: Reid Xu ’24, Economics

DC: Which Dingman Center programs have you been involved with?

Xu: I am part of E-Fund, BMGT 461 Entrepreneurship, BMGT 468R Fearless Founders, and Startup Shell.

DC: In two to three sentences, how would you describe your startup?

Xu: Dream of Coffee (DoC) is a specialty coffee social hub that embodies the fourth wave of coffee and connects people through great coffee. It aims to bridge the gap disconnect between regular coffee drinkers and the world of specialty coffee by making specialty coffee more accessible and affordable while inspiring more people to start making their own coffee.

DC: What or who is your biggest influence on your startup?

Dream of Coffee weekly coffee socials where students connect with each other through tasting specialty coffee.

Xu: The firm belief that coffee connects us, and it is so much more than just a commodity.

DC: How did you come up with the name of your venture?

Xu: When I was first creating a name for my venture, I thought that it had to be catchy, has to have the word “coffee” in it,  and has to have a cool logo. After some sketches and an all-nighter on Adobe After Effects, the name/logo – Dream of Coffee was born, and the acronym “DOC” is easy to say and remember and makes up a coffee cup, which is the logo. 

DC: What’s the most important thing you are working on right now and how are you making it happen?

Xu: I’m looking for more specialty coffee roasters and companies to be our partners, and I’m doing it by actively searching and reaching out to different businesses.

DC: As a student business owner, what motivates you?


  1. My passion for specialty coffee and making a positive impact on the industry through my venture 
  2. The fact that my venture is connecting people with specialty coffee and each other. 
  3. Bringing a vision/an idea gradually to life

DC: If you could give advice to any aspiring entrepreneurs, what would it be?

Xu: Believe in your idea, do your research, and inspire others to join your team 

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