# Brief: Mordor Coffee Shop — Full Business Launch

## Source

New business venture — Jason Woltje / Diverse Canvas LLC

## Scope

Launch "Mordor Coffee Shop" as a complete business with web presence, branding, and operational infrastructure. This is a full-stack business formation covering:

### 1. Business Formation

- Business entity structure (under Diverse Canvas LLC or standalone?)
- Brand identity: name, tagline, logo concepts, color palette
- LOTR-themed coffee shop concept (dark roast specialty, volcanic imagery, "One does not simply walk past our coffee")

### 2. Website Design & Development

- Marketing site at mordor.woltje.com
- Tech stack decision (static site generator vs full app)
- Pages: Home, Menu, About, Contact, Online Ordering (future)
- Mobile-responsive design
- SEO fundamentals
- Dark/dramatic aesthetic fitting the Mordor theme

### 3. Deployment & Infrastructure

- Hosted on existing Portainer/Docker Swarm instance (w-docker0, 10.1.1.45)
- Traefik reverse proxy for TLS/routing
- CI/CD via Woodpecker (git.mosaicstack.dev)
- Domain: mordor.woltje.com (DNS via existing infrastructure)

### 4. Social Media Strategy

- Platform selection (Instagram, TikTok, X, Facebook — which ones and why)
- Content strategy and posting cadence
- Brand voice guide
- Launch campaign plan

### 5. Business Strategy

- Target market analysis
- Revenue model (physical location? online only? merch? subscription coffee?)
- Competitive positioning
- 6-month launch roadmap
- Exit strategy options

## Success Criteria

1. Business strategy document with clear go-to-market plan
2. Brand guide (colors, fonts, voice, logo direction)
3. Website live at mordor.woltje.com with at least Home + Menu + About pages
4. Social media accounts strategy document
5. Docker stack deployed via Portainer with health checks
6. CI/CD pipeline pushing from Gitea to production
7. Exit strategy documented

## Technical Constraints

- Must run on existing Docker Swarm infrastructure (w-docker0)
- Traefik handles TLS termination and routing
- Woodpecker CI for build/deploy pipeline
- Git repo on git.mosaicstack.dev
- Budget: minimal — use open source tools, no paid SaaS dependencies

## Estimated Complexity

High — crosses business strategy, design, development, DevOps, and marketing domains

## Dependencies

- DNS record for mordor.woltje.com (Jason to configure)
- Portainer access (existing credentials)
- Gitea repo creation