Meet BeLeaf
A mid-size tea & coffee supplier we built to prove our approaches work - before we ever touch your business.
"BeLeaf" = "Belief" - because we want you to believe in better beverages.
The Origin Story
Once Upon a Time... Bean Hunters
BeLeaf wasn't always BeLeaf. It started life as Bean Hunters - a fictional coffee company conceived in 2024 when Dave was experimenting with AI-generated business strategies.
The original concept? "The Hunt" - the tireless search for the world's most exceptional coffee beans. A brand for sophisticated digital nomads and professionals who value craftsmanship and a good story as much as their caffeine hit.
The Cast of Friends (Legally Distinct)
In a hilariously audacious move, Dave originally "hired" the entire cast of Friends to run the business. Imagine if they'd really quit Central Perk to start their own roastery!
But legal reality intervened. The team was subsequently rebranded with "Not" titles:
Then Came the Chai
The pivot happened when Dave got hooked on chai. Suddenly, a coffee-only company felt limiting. Bean Hunters became BeLeaf - because leaves cover both tea AND coffee, and the pun was too good to resist.
Why a Synthetic Business?
Most consultants show you slides. We show you working systems.
BeLeaf is a fully-realised fictional company with 149 employees, £18M revenue, real org charts, real processes, and real problems. Every tool we build, every framework we teach, every AI agent we deploy — we test it on BeLeaf first.
BeLeaf demonstrates how our integrated approach delivers all four — because transformation only works when everything connects.
Company at a Glance
BeLeaf Ltd. is a Bristol-based tea & coffee supplier serving offices, cafés, and direct consumers across Europe. Founded in 2012 by Marcus Chen and Priya Sharma, they've grown from a garage startup to a thriving mid-market player — but they've hit a plateau.
"Where quality brews"
Their Challenges = Your Challenges
BeLeaf's pain points map to our 5 tenets — and probably sound familiar:
"Great products, confusing range"
87 SKUs but customers don't know where to start. Product excellence gets lost in complexity.
Aisha Patel, CMO"Data everywhere, no insight"
3 years of customer data sitting unused. 4 systems that don't talk to each other.
Fatima Al-Hussein, Data Lead"Should be using AI, haven't started"
Everyone's talking about AI but where do you actually begin? Analysis paralysis.
Priya Sharma, CTO"Losing to dumber competitors"
Best coffee in the market but sales team can't articulate the difference.
Emma Rodriguez, VP Sales"Post-pandemic plateau, what's next?"
The boom masked structural issues. Now growth has stalled and the team is burning out.
Sarah Mitchell, CEOWhat We're Testing at BeLeaf
Agentic AI Dashboard
Multi-agent systems transforming 5 core processes
SpeedierThe Greenhouse
90-day diagnostic for human-centric transformation
Smilier Coming SoonSolution Stack
Simpler alternative to Business Model Canvas
Simpler Coming SoonZeitgeist
Knowledge graph connecting all business intelligence
Smarter Coming SoonThe Organisation
Why This Matters
Most consultants arrive, observe, and recommend. We arrive having already built and tested the solution.
BeLeaf is our proof of work. When you see a demo, it's not a mock-up — it's a system that works. When you hear a framework, it's not theory — it's been stress-tested against real complexity.
See BeLeaf in Action
Experience how agentic AI transforms a real (fictional) business.