In his final year of university at University College Birmingham, Business and Hospitality student Nikita had the bright idea of serving quality coffee from an unexpected place: a disused but iconic British red phone box. Just round the corner from Victoria Square and with a constant flow of potential customers he wanted to capitalise on the opportunity and bring in some extra cash. When we chanced upon him on a cold winter’s morning, we saw the long-term business opportunity of using small, iconic spaces to sell great coffee to ‘those on the go’. Instead of standing in long queues in chain coffee shops waiting for a bang average cuppa, you could get proper, locally ground Birmingham Quarter Horse coffee from a trained barista who knows his stuff. And being on the street, you could even partake in that rare thing we call ‘a conversation’ whilst waiting for your freshy brewed coffee. We tracked our man down, got to know him and pledged our support to take his idea and build him a brand for the future. He had the name - ‘Crema’ - and we gave him the story from which to build his brand and business from any space, in any city. Since graduating, Nikita is embarking on his career in hospitality as well as looking at new business opportunities – and when he’s rich and famous we can say we there at the start.