Today we’d like to introduce you to Alyson Goforth
Hi Alyson, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
In high school, I took a barista job at a reputable and well-known coffee shop in St. Charles, where I gained invaluable knowledge about the roasting process, pulling balanced espresso shots, and identifying coffee flavor notes. After leaving that job, my passion for coffee remained strong, but I also developed an interest in non-profit events and fundraising, inspired by my mom’s 25 years of experience in the field.
We often joked that one downside of events was the terrible coffee. While she’ll drink anything, I’m the type to bring my own if the coffee is subpar. About two years ago, I began dreaming of starting my own coffee shop, which evolved into a coffee cart concept. Because we both have full-time jobs, the dream really started with wanting the events we were working and planning to have good coffee.
In July 2024, I decided not to wait any longer. After completing my degree in social work, I needed a project. We ordered a cart, supplies, coffee beans, launched an Instagram account, and began brewing with our home machines.
We’ve had the absolute pleasure of connecting with many people and serving at various events—weddings, wedding mornings, teacher and volunteer appreciation days, business openings, and vendor pop-ups. Currently, we’re in the process of building a custom cart and planning to acquire a La Marzocco espresso machine. My mom and I have always been best friends, and our business is built on our love for each other, other people, and coffee. Our name, Fika, is a Swedish term that means “a break from activity during which people drink coffee, eat cakes or other light snacks, and relax with others”. We believe those moments are important and should be taken more often, so we want to be the ones to provide the best and most high-quality Fika moments in your life!
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Starting a small business is incredibly challenging. While we chose a model with low overhead costs, juggling full-time jobs to fund it can be stressful.
I typically spend 2-3 hours preparing for each event, which lasts just two hours for our guests. This financial strain often comes with doubt—wondering if this is what I’m truly meant to do and feeling tempted to give up.
It requires patience to realize the vision I have and create the experience I want for others. Many nights, I’ve felt defeated, questioning whether we’re good enough or if we have the resources to go all in.
Despite these challenges, the events themselves make it all worthwhile. Meeting people, learning about their businesses, and celebrating some of the biggest and most joy-filled moments together is so fulfilling.
We’re still new to this journey and know we’ll face more obstacles, but if you’re called to share your passions, you have to pursue it.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Both my mom, Jenn, and I work in the non-profit fundraising sector. She’s currently at a foundation supporting research for Crohn’s and Ulcerative Colitis, while I’m at a non-profit supporting adults with cognitive and developmental disabilities. Her role includes a lot of consulting and revenue development while mine includes event and volunteer management and advocacy.
What sets us apart is our event planning and fundraising experience, which gives us a deep understanding of what it takes to create unforgettable experiences and create meaningful connections. I wouldn’t have started this coffee cart business if I didn’t believe there was a need for it in the St. Louis area.
We opted for a cart instead of a truck because we want to be part of the event atmosphere, allowing guests to enjoy their coffee without stepping away from the fun.
Our relationship is truly unique. I feel incredibly blessed to have such a strong bond with my mom, and I cherish the time we spend together, even as I’ve gotten married and moved out. She’s been a constant source of inspiration and support for my goals, including our coffee cart and my fundraising efforts for different populations. Ultimately, none of this would be possible without our faith in Jesus and the blessings we’ve received since launching this venture.
What matters most to you?
In the end, nothing means more to us than our faith and family.
Without those two things, this whole business venture would not be possible or worth the time and effort.
Pricing:
- $100 set-up fee when booking us for a 2-hour period. It covers our cost of materials, prep time, and travel time.
- Everything else is based on our menu pricing and current seasonal drink pricing.
Contact Info:
- Instagram: Fikacoffeecostl
- Facebook: Fikacoffeecostl
