Today we’d like to introduce you to Michael Seguin.
Hi Michael, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers.
I finished my last U.S. Embassy assignment in Armenia in 2015 and came back home to Utah after many years abroad. I was both a State Department diplomat and a U.S. Army Colonel.
When I wrapped up those careers finding a way to get to know a new community and reacquainting with America after so many years away was a priority. But how? My wife, Jaehee, and I decided what better way to reach out to a new community and introduce ourselves than to start a nice small cafe – The Mad Moose Cafe.
We found a space in Eden and now 8 years later, we continue to support the wonderful people of our community with our famous in-house roasted “Rough Rider Coffee” and a nice assortment of menu items. We have had the privilege of getting to know the folks who live in our community and employing scores of Ogden Valley teens at our cafe in what for many is their first job.
And, the little roastery has had great success having touched all the continents of the world with our merchandise and our wonderful branded “Rough Rider Coffee.” We have far exceeded our expectations in making so many new friends and the good fortune to see our products thrive.
Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
As is often the story with new enterprises, the road to success has many bumps, twists, and turns. Three of the biggest challenges in our journey included getting employees, or “Rough Riders” as we affectionately call them, to work in our shop. Seasonality is a BIG challenge. Being in a remote rural community that’s seasonal is a real challenge and probably the biggest one we always face.
The seasonal nature of our business is an obstacle to always managing. We have skiers in the winter come to our Valley, and boaters and campers in the summer. But in the Spring and Fall, our seasonal circumstances cause us to see very little revenue. So, we have learned to save a little revenue during the peak Summer and Winter months to keep employees and stay open during the financially lean seasons of Fall and Spring. The third big challenge was COVID – no surprise there I’ll wager. Many enterprises met their end during the crisis.
But, our community was aware that unless they patronized us with occasional to-go lunches and dinners, we would not survive. For 18 months, we had no customers inside our small cafe, but we provided lots of to-go service. With our robust outdoor seating, the temperate months permitted people to socially distance outside and visit us. Circumstances and good fortune were on our side and we made it – and we are so thankful for the wonderful people of our Valley – words to describe them are difficult to find. We appreciate them so much!
Appreciate you sharing that. What else should we know about what you do?
We specialize in service to customers. I call all my employees “Rough Riders.” I explain to them that above all they are “Entertainers” first and foremost. I make it clear to them every day that all the patrons who come through our cafe door are VIPs and guests in our home.
We always strive to deliver to our customers wonderful service, and a crazy little acronym that’s grown over the years: “SSHLLHKS+E” (Pronounced “Shliks”). To know what the letters stand for, you have to come to The Mad Moose and ask one of the “Rough Riders” what the letters stand for. There’s a long long story behind The Mad Moose and why our employees are called Rough Riders, but for brevities sake, it has a lot to do with our 26th President, COL Theodore Roosevelt – The Mad Moose and original “Rough Rider.” Come on down and I’ll tell you about it.
I think what I am most proud of is the opportunity to mentor new young folks in business and entrepreneurship. Not only good hard work ethics but also delivering our overarching three values we try to impart to each “Rough Rider” every day from the first day they come aboard: 1. Make a Difference, 2. Be a Positive Force, 3. Have fun. A lot goes into making The Mad Moose a rewarding place to work with a healthy positive message and important values they can carry through their entire lives.
So, our service to customers and providing our employees a financially meaningful and rewarding place to work is what I like to think sets us apart and what I am most proud of – and these values, I like to think, keep the customers coming back.
What was your favorite childhood memory?
My bicycle. Crazy, right?! It’s the first thing that came to mind. I loved the freedom to be able to just go from the very first day I could ride a two-wheeler. As I grew up… my professional careers took me to places and cultures that gave me the same euphoric feelings of freedom and adventure that my first bicycle offered me. How wonderful it is to see new places, meet new people, and enjoy the fruits the world has to offer.
Hemmingway is credited with saying: “You only live once, but if you do it right, once is enough.” I have always respectfully contested that notion. I need 10 lives… to be able to try different careers, achieve worthy goals, live with other cultures, face dangers, and mix with some of the best leaders in the world… for me, it started with the feeling of freedom to explore and travel that a bicycle gave me…
Contact Info:
- Website: www.madmoosecafe.com
- Instagram: @https://www.instagram.com/rough_rider_coffee/
- Facebook: https://www.facebook.com/madmoosecafe
- Youtube: https://www.youtube.com/watch?v=HAIiHlZy_5A
- Other: https://www.facebook.com/madmoosecafe/videos/382632659011484/
