Summit Coffee, Mobile Espresso Catering Site

A solo founder running a mobile espresso cart across the Portland-Vancouver metro, fully booked on weekends but losing weekday corporate gigs to faster-quoting competitors. Every quote was a 4-message email thread before a price was even discussed.

The founder spent four to six hours a week ping-ponging emails to nail down event date, guest count, location and timing before sending a quote. Two-thirds of enquiries dropped before the second reply, and there was no qualifier filter for the 25-guest minimum or the 50-mile travel radius.

• Average 4 emails before a price quote could be calculated.
• ~65% of enquiries abandoned during the back-and-forth.
• Distance pricing calculated by hand using Google Maps each time.
• No way to filter out events under the 25-guest minimum upfront.

Visitors enter event details once. The form computes pricing live (base package + distance + guest count multiplier), shows it inside the same page, and either accepts a deposit or sends a qualified lead to the founder if the event is complex enough to need a call. The founder reviews qualified leads only; the under-minimum bookings auto-respond with a “thanks, here is who can help at your scale” message.

• WordPress
• Next.js
• Quote form
• Schema.org LocalBusiness

We hid the 25-guest minimum a click too deep in the original design. First week of bookings included three sub-minimum requests that the founder had to politely decline. We moved the minimum into the package selector header in week two; that surfaced it before the visitor filled out any details.