DEVIL’S HEAD COFFEE

INTRODUCTION

Devil's Head Coffee was established by creator Chris and wife Tanis in 2017 after a friend

convinced Chris to make his hobby brewing coffee in his garage a full-time endeavour. The

business is named after a prominent climbing peak in the Ghost River Valley.

In order to find the best single-origin ground coffee from family-run farms as well as co-

operatives, Devil's Head Coffee works very closely with a handful of Q-Graders, the counterpart

of a sommelier throughout the coffee industry. These individuals are centered in Western

Canada. Devil's Head Coffee now comes from Flores Island, Rwanda, Peru, Ethiopia, and

Guatemala.

BACKGROUND

Chris took some time to realize that his passion for coffee might support him financially.

However, he made his passion into a successful business and built Devil's Head Coffee all

around tenets of inspiration, quality, community, and education. The business embodies its

ideals. Beyond the downtown area, in a warehouse, lies Devil's Head Coffee. The business is

concentrating on offering a premium product at a competitive price, and reducing their overhead

costs helps with this. Chris's interest in coffee began after he hurt himself and desired a pastime

he could take more actively later in life, should his injury worsen. Chris's fondness for coffee

proved out to be something he didn't initially think was so fascinating.

MARKET EXPANSION POLICY

Chris signed up for Momentum's free 10-week course, which encompassed everything including

cash flow through Instagram. Chris was motivated by the comprehensive programme because he

was able to interact with a group of Calgary-area businesspeople who shared his interests. It also

aided him in structuring his company around his key principles. Chris found the program's lesson

that there isn't just one right way to do things as an entrepreneur to be the most fascinating. As

soon as the method he choose for running his company suits him and keeps him focused on his

goals.

Chris' connection to his "why" was facilitated via the Momentum business programme. Before

deciding on the foundational principles of his company, he spent some time roasting coffee. The

business programme has helped the corporation truly comprehend what motivates its operations.

These four characteristics essentially sum up what he does. He doesn't even touch it if it doesn't

land from one of those four spots. Their decision-making to maintain consistency is greatly aided

by it.

DELIVERABLES

5-factor personality model

According to Mayer (2015), personality relates to individual distinctions in defining thought,

emotion, and behaviour patterns. Every individual has a unique leadership style that is tied to

their personality type, according to the Myers-Briggs Type Indicator (MBTI). The more

consistently a quality manifests itself and how frequently it appears in various contexts, the more

significant it is. Executives may have to examine or restrain certain elements of their

personalities when transitioning into new positions or situations.

The "Big Five" model which includes openness, agreeableness, extroversion, conscientiousness,

and neuroticism, is a well-known theory research regarding personality.

Openness

Openness is characterized by a kind heart, audacity, and distaste for routine or the familiar. It is

referred to as an individual's cognitive style. It is open in a variety of ways. Experience openness

is characterized by proactive seeking and comprehension of experience. It contrasts people who

are traditional, unoriginal, and uncreative with those who are curious, innovative, and insightful.

People who are open-minded favour abstract thought and a diverse range of interests. People that

are close to you tend to be more practical, conservative, and traditional. Leaders who exhibit this

inclination should practice being more accessible and step outside of their normal routine.

Conscientiousness

When we evaluate a person's goal-oriented conduct on the persistence, organization, as well as

motivation, we use the term "conscientiousness" to describe our power to manage, control, and

govern our own impulsive behaviour. It contrasts the impeccable, dependable person with the

messy, unreliable person. Conscientious individuals run the risk of losing sight of the big picture

due to their perfection. In contrast, people who are more responsible and adaptable would make

the proper choices, which might help them win greater trust.

Leadership

Every organization or business requires a diverse set of leadership talents and character traits as

society develops. Many academics argue that personality qualities influence the establishment or

sustainability of leadership. Hogg, M. (2001) asserts that leadership is a collective process

brought about by social categorization as well as depersonalization processes connected to the

social identity. To put it another way, leadership is the capacity to persuade others to comply

with your requests voluntarily (Sylven & Crippen, 2018)

Approaches to Leadership

Idealized Influence: This strategy represents the capacity to increase the followers' respect for the

leader and their level of confidence in him. Due to Devil's Head Coffee's emphasis on its

employees, Chris has taken better care in both hiring new partners and promoting the ones the

company already has. For the staff to emulate, Chris serves as a role model for them to pursue.

Inspirational Motivation: The followers' regard for and admiration for the leader. High wages,

perks, stock options, and a great work atmosphere are just a few of the factors that Devil's Head

Coffee's leadership has made sure will keep the team motivated.

Intellectual Stimulation: Leaders who look for fresh ideas and original techniques to improve

performance and find new ways to solve problems. Chris made investments in the employees'

education and growth. Employees at Devil's Head Coffee enjoyed the remarks and felt inspired

and motivated.

Individual Consideration: True leaders pay close attention to the needs as well as desires of their

people and listen to them. The management of Devil's Head Coffee offered health insurance,

parent group day care, and work-life balance.

Leadership Styles

Leaders must support and cooperate with their staff in order to have the best outcomes from them

(Bonnington, 1988). Adair (2003) defined leadership style as the manner in which the duties of
leadership are performed. Democratic style, autocratic style, and even laissez-faire (authentic)

style are the three basic categories of leadership (Belbin, 1993).

We would want to discuss democratic leadership in connection to "leadership style" in this area.

The group members share the leadership responsibilities democratically. The group's participants

bear a greater burden of decision-making (Useem, 2001).

Whenever it comes to the international market, the leadership team at Devil's Head Coffee has

been among the best. Chris sought out team players and passionate individuals to work for

Devil's Head Coffee. Chris looked out for and respected his coworkers. In Devil's Head Coffee,

he has established a distinctive culture wherein the values of leadership are defined by

empowerment, entrepreneurship, quality, and service. Chris gave his team members more

freedom to make decisions and the right to establish their own work schedules. We may claim

that Chris had a democratic style of leadership at Devil's Head Coffee since he respected the

employees' comments.

To sum up, I would say that Chris starts to expand Devil's Head Coffee, which is the most

successful coffee store. Chris has tremendous leadership and guidance. Devil's Head Coffee

takes good care in hiring and selecting its employees and invests heavily in their training. The

business values all of its employees and encourages them, all while embracing a democratic

leadership style.

Benefits of task leadership

Several characteristics of task-oriented leaders ensure that tasks are routinely and expertly

performed on time. Effective managers usually create thorough work commitments that are easy

to follow, have specific goals and due dates, and are precise. The advantages of this leadership
style include upholding high standards while performing at your best. This task-oriented

leadership style aids employees who struggle with managing time and just need structure

because it is more disciplined and deadline-driven.

Task-oriented management is centred on:

 Finishing the current project

 Timelines and due dates

 Achieving the intended effects

 Roles, structure, and objectives

 Establishing goals that are realistic and following a plan that is clear

Benefits of people-oriented leadership

A people-oriented management style is more likely to inspire employees since it makes them feel

appreciated for the work they accomplish. One of the key benefits of people-oriented

management seems to be that the focus on interpersonal ties among employees offers them a

sense of purpose inside the company. People who believe as though they are making a difference

in an organization's growth will perform more diligently and productively. Relationship-based

leadership, or people-oriented management, places emphasis on:

 Employee motivation, satisfaction, and well-being

 Fostering constructive, fruitful engagement between coworkers

 Team-building activities and meetings

 Cooperation and effective communication

PROPOSAL FOR CLIENT

We provide specialty coffees from all around the world at Devil's Head Coffee. Our goal as

artisan roasters is really to highlight premium coffee from different parts of the world as well as

roast it so you can taste every flavour it has to offer. We also make sure you are fully informed

about the origin of the coffee. In addition to knowing exactly what you might be buying and

where your money is going, traceability is crucial in the coffee industry.

We think that making decent coffee doesn't have to be difficult. We should really be able to fully

enjoy coffee without having to get it through half a bag to get the flavour just right at home, and

flavours should be simple to distinguish. It should be tasty and adaptable to different brewing

techniques. We should be able to purchase a beautiful bag of coffee without going over our

budget and that we should know wherever our coffee is produced. We only do fresh, on-demand

roasting.

RECOMMENDATION

Although it is fantastic how the company's internal forces contribute to its success as it continues

to grow internationally, Devil's Head Coffee should concentrate on and be most engaged with the

external forces, which are frequently unsettling and unexpected. As it continues to expand

internationally, it will require more resources for the manufacturing of its goods in order to keep

up with the rising demand, and the battle for market share will get tighter on a worldwide scale.

Access to trustworthy sources of inputs is essential, especially when contending against the

consequences of globalization's competitiveness. This posed a significant challenge for Devil's

Head Coffee as it works to accomplish and complete its mission to make the company the

leading supplier of the finest coffee while upholding its unwavering principles that direct the

choices and actions of the company's collaborators from top to bottom.

 IMPLEMENTATION

 Organizational structure changes: The organizational structure of Devil's Head Coffee

will alter as a result of its development into the new market. To break down cultural

barriers in the modern marketplace, strategic alliances can be necessary.

 Funding: Devil's Head Coffee needs significant financial resources to carry out its

expansion strategy in the new markets. It will come from two different sources. They are

owned capital and long-term debt.

 Organizational culture changes: To engage with regional businesses in the new market in

general, Devil's Head Coffee must adopt new cultural strategies.

The market's current economic situation may have an impact on how the project growth is

implemented. The availability of other major competitors in the region's chosen market areas will

have an impact on Devil's Head Coffee's expansion strategy there.

SUMMARY

The crucial component in turning a tiny firm into a unique economic empire has been the

particular flavour of Devil's Head Coffee culture. Devil's Head Coffee is what it is today thanks

to its mission statement as well as the core principles it establishes for all decisions and actions

made by company partners at all levels. The company is not only committed to producing high-

quality coffee; it also has a full dedication to its community, workforce, and environment. The

organization has demonstrated great enthusiasm and value for maintaining both his internal and

external clients completely satisfied, which has been referred to as having "unconventional"

work ideas, ethics, and commitment in operating a company.

REFERENCES
Devil’s Head Coffee - Be Local Calgary. (n.d.). Www.belocal.org. Retrieved July 26, 2022, from

https://www.belocal.org/business/devils-head-coffee/

Devil’s Head Coffee. (n.d.). Coffee Market Canada. Retrieved July 26, 2022, from

https://coffeemarketcanada.ca/pages/devils-head-coffee

Hogg, M. A., & Adelman, J. (2013). Uncertainty-Identity Theory: Extreme Groups, Radical

Behavior, and Authoritarian Leadership. Journal of Social Issues, 69(3), 436–454.

https://doi.org/10.1111/josi.12023

Mayer, J. D. (2015). The personality systems framework: Current theory and

development. Journal of Research in Personality, 56, 4–14.

https://doi.org/10.1016/j.jrp.2015.01.001

Sylven, L., & Crippen, C. (2018). First to serve and protect, then to lead: Exploring servant

leadership as a foundation for Canadian policing. Journal of Community Safety and Well-

Being, 3(2), 22. https://doi.org/10.35502/jcswb.77

Specialty Coffee small batch roasted Fresh, Just for you. (n.d.). Devil’s Head Coffee. Retrieved

July 26, 2022, from https://devilsheadcoffee.ca/

Vermeulen, M., Kreijns, K., & Evers, A. T. (2020). Transformational leadership, leader–member

exchange and school learning climate: Impact on teachers’ innovative behaviour in the

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