This post is Part I of a five-part series on measuring Al Mokha's impact in Yemen.

coffee cherries Yemen held by man

Two years ago, I founded a two-pronged enterprise with goals to be a successful coffee retailer and an entity that used our economic engine for the benefit of the people of Yemen. We call ourselves Al Mokha, Public Benefit Corp. and we source and market Yemen's World’s First Coffee™.

It has taken me two years to wrap my head around Al Mokha’s identity. Was I a coffee company? A development organization for a third world country? The reality is we are both, a startup with two faces; just like the Roman god Janus.

Let me illuminate.

We have two customers. The first is you, the consumer, and our product is our World’s First Coffee™. Our second customer is implied, and that’s the people of Yemen. If you turn our World’s First Coffee™ inside out, our product is life changing jobs. And here we can disappear down an academic rabbit hole.

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Happy April Fool's Day. A whimsical but also true post.

Harvard Business School crest logoI had a smile on my face as I departed Tealuxe in Harvard Square. It was just after 7 p.m. on October 26 last year, and I considered the date a success. In Tindering the whole process is bizarre. It's a bit like window shopping in that we look, we open a few doors, and maybe even peruse in more depth. And like in shopping, with a practiced eye, one can rapidly size things up. When I worked in fashion retail at Scoop NYC I saved customers the hassle of telling me their size. Rather, I would simply say, "hold-on, I'll get your size". My ability was doubly efficient as I could not only tell you your height, weight, shoe size, sleeve length, neck size, and more, I also knew how it varied across brands. Customers would tell me, "I'm not a 7 1/2 I'm an 8. I'd say try the shoe."

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Ambassador Mubarak learning about Al Mokha

Ambassador Mubarak, Yemen's top diplomat to DC, sampling Al Mokha coffee.

A few years ago I read a fascinating study of poverty and decision fatigue in India. In the study researchers offered poor and wealthy buyers name-brand soap at a steep discount. The wealthy buyers made the purchase without second thought. It was a great deal. The poor buyers, however, agonized over the decision. The name-brand soap was truly a good deal but the soap still exceeded the price of generic. For those poor buyers the deal became a conundrum of brand-name prestige against money for food. The decision was tiring. But not only that, it left less energy for other decisions. Aha! Decision fatigue.

I shortly applied this decision lens to my own behavior. I observed how navigating life with little income was tiring. Every decision takes energy. Take the bus or walk or take a cab. Purchase name brand OJ on sale for $2.50 or store brand OJ slightly cheaper at $2.29? Should I buy a subscription to the Economist? These conundrums may appear petty but I began to realize their cost. Lack of resources meant less time and energy for bigger decisions.

Or consider another angle, habits of Mark Zuckerberg. He wears a grey t-shirt all the time. You know why? Such a shortcut frees energy for other pursuits. He can focus on running a company rather than sartorial decisions.

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Anda Greeney laughingTwo years ago I had $500 and an idea to change the world. Today I have a $5000 hole, the website and branding you're looking at now, and the same idea to change the world. Speaking to my younger sister in regards to my progress, she said, "previously there was nothing and now there is something. That's pretty cool. I'll send your web address to my friends." In her casual comment, she hit on two remarkable aspects of entrepreneurship: 

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1 cow + 3 economists = Al Mokha

The Founder's Story: While I was a study-abroad student at Stockholm University I immersed myself in international development; and while serving in the U.S. Air Force I lived national security. Combining this background and armed with idealism and pragmatism, I stumbled upon Yemeni coffee by accident.

Anda Greeney living in SwedenAnda Greeney practicing Air Force combatives

In 2007 my classmates and I almost bought a cow in Tanzania. We were Americans studying Public Policy in Sweden and had just

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