46-acre owned estate with commercial kitchen, terrace seating, and 160-seat outdoor capacity ready for operations.
Global Wisdom (Bryan Nuñez) signed as licensed operator partner with deep El Salvador government relationships.
Ministry of Health clearance obtained. MINSAL food safety compliance confirmed for café and market operations.
80–100M monthly video views across MurphsLife platforms. Proven content engine with 11.5M+ combined followers.
A multi-part video series documenting the estate coffee harvest, roasting process, and café buildout generated massive organic engagement — converting viewers into brand advocates and pre-launch customers without any paid media spend.
| Total Views | 4.2M+ |
| Engagement Rate | 8.7% |
| Coffee Pre-Orders | 1,200+ |
| Paid Media Spend | $0 |
| Estimated Earned Media Value | $180K+ |
The Team Behind
the Cup
Content creator with 11.5M+ social followers and 80–100M monthly video views. Built MurphsLife Foundation from zero to $3.5M revenue (87% to programs), 75,000+ people served, and 750+ micro-businesses launched across 12+ countries.
Operational lead for the Casa Conejo ecosystem. Manages investor relationships, legal entity formation, and the Conejo Coffee brand strategy. Architect of the four-pillar revenue model and bridge raise structure.
Specialty Coffee
Meets Destination
El Salvador's specialty coffee scene is exploding — the country is now recognized as one of the world's premier single-origin coffee regions. The Apaneca-Ilamatepec volcanic corridor produces some of Central America's most sought-after Bourbon and Pacamara varieties, yet there is no premium farm-to-cup café experience in the Ruta de las Flores corridor.
Café Conejo fills this gap with a 160-seat open-air café, nutrition bar, artisan market, and picnic basket program — all powered by estate-grown coffee harvested on the same 46-acre property where guests sit. The six-stream revenue model captures value from morning coffee through sunset wine.
The Numbers
Make the Case
Financial projections derived from the official 160-seat pro forma. Base case ($210K/month) assumes 400 in-store transactions/day at $11 average ticket with all six revenue channels active.
| Scenario | Monthly Revenue | Annual Revenue | EBITDA Margin |
|---|---|---|---|
| Mid Case | $210K | $2.52M | 33% |
| High Case | $454K | $5.45M | 38% |
| Channel | % of Daily Tx | Avg Ticket | Notes |
|---|---|---|---|
| Hotel Guests | 25% | $14 | Captive audience, higher AOV, breakfast + afternoon |
| Day Visitors (Ruta de las Flores) | 35% | $11 | Weekend-heavy; 60% of weekend traffic |
| Locals & Expats | 20% | $9 | Repeat customers, weekday anchor |
| Staff Baseline | 10% | $7 | Campus employees, consistent weekday floor |
| Delivery | 10% | $13 | Hugo / PedidosYa, higher ticket with delivery fee |
Candid Assessment
of Key Risks
We present these risks not to discourage investment, but because serious investors deserve honest analysis. Each risk has been evaluated against real-world precedents and paired with concrete mitigation steps.
Single-origin estate coffee is central to the brand. A crop failure or harvest shortfall could disrupt supply.
Coffee Leaf Rust devastated 70% of Central American coffee crops in 2012–2013, forcing many single-origin brands to source externally.
Diversified menu means coffee is one of six revenue streams. Relationships with neighboring farms provide backup sourcing. Estate crop insurance being evaluated.
A café at a destination property depends on consistent guest traffic. Low hotel occupancy could reduce daily transactions.
Finca El Paraíso in Guatemala saw café revenue drop 40% during COVID-19 travel restrictions.
Delivery channel provides off-property revenue. Local community marketing targets Santa Ana and San Salvador day-trippers. Retreat bookings anchor weekday traffic.
Maintaining a curated fresh market requires reliable local supplier relationships and consistent product quality.
Several boutique farm markets in Costa Rica's Central Valley struggled with inconsistent local supplier quality.
MurphsLife's existing relationships with Salvadoran artisan cooperatives provide a vetted supplier network. On-site production covers coffee, preserves, and baked goods.
Specialty coffee requires skilled baristas. Recruiting trained coffee professionals in rural El Salvador is competitive.
Intelligentsia Coffee's expansion consistently cited barista training as a 6–9 month lead time investment.
Partnership with PROCAFÉ provides a pipeline. Aaron Murphy's hospitality network includes specialty coffee operators for training support.
The wine add-on revenue line requires appropriate alcohol licensing from El Salvador's Ministry of Health.
Boutique café-bars in Antigua, Guatemala faced 6–12 month licensing delays for alcohol permits.
Wine add-on is modeled as Phase 2 only. Legal counsel engaged. Phase 1 projections exclude this line entirely.
The picnic basket experience is weather-dependent and requires consistent preparation and delivery.
Luxury picnic operators in Napa Valley report 20–30% cancellation rates during rainy season.
El Salvador's dry season (November–April) aligns with peak tourism. Covered pavilion viewpoints designed for year-round use.
Operating a café, bakery, and fresh market requires MINSAL food safety compliance and regular inspections.
A boutique café in San Salvador was temporarily closed for 3 weeks following a routine MINSAL inspection.
Commercial kitchen designed to MINSAL standards from the outset. Food safety manager role included in staffing plan.
Premium pricing ($11–$13 average ticket) positions Café Conejo above local coffee shop norms.
Several specialty coffee shops in San Salvador have succeeded at premium pricing by targeting expats and international tourists.
Target market is international guests, wellness retreat participants, and digital nomads. Community pricing tier for local staff and neighbors maintains goodwill.
Four Ways to
Get Involved
Equity ownership in the Café Conejo & Fresh Market operating entity. Ideal for F&B investors seeking Latin America exposure with a built-in distribution engine.
Align your coffee, wellness, or food brand with Casa Conejo's premium positioning. Co-branded products sold in the Fresh Market and shipped via Conejo Coffee e-commerce.
Experienced F&B operators can take on café and market operations. Ideal for specialty coffee groups expanding to El Salvador.
Salvadoran artisan food producers, coffee cooperatives, and craft makers can supply the Fresh Market with preferred supplier agreements.
The Investment
Opportunity
Ready to Invest
in the Cup?
Café Conejo & Fresh Market is currently in pre-launch fundraising. We are accepting introductory conversations with capital partners, brand collaborators, and F&B operators.
30-minute overview of the opportunity and your investment thesis
Full pro forma, supplier contracts, and legal structure
Guided property tour with coffee tasting and team introductions
Structured partnership terms tailored to your lane