King of the Road

In a nutshell… 

• Post loan support can guide you in identifying your unique selling proposition and ideal clients, helping you stand out in crowded markets with a strong business plan.   

• Access to mentoring can better prepare owners to face early business challenges, from legal structure and compliance to customer acquisition and scaling. 

When Adam King launched King of the Road, it wasn’t just about coffee – it was about connection. Serving top-quality brews from the back of a van, Adam dreamed of bringing people together, one flat white at a time. 

“Coffee’s always been my thing – not just drinking it, but everything around it,” says Adam. “For me, it’s about more than caffeine. It’s about community, conversation and creating a moment in someone’s day.” 

With a great product and plenty of drive, Adam hit the road. But like many new businesses, standing out in a crowded market proved to be more difficult than expected. 

“At first, I was focused on the coffee itself – the beans, the machine, the quality,” Adam explains. “But I soon realised my competitors were offering pretty much the same thing. I needed something more than just good coffee to make the business work.” 

Through the Start Up Loan and Post Loan Support (PLS) programme, Adam gained a fresh perspective. With tailored one-to-one mentoring and expert support, he worked on defining his ideal client profile – getting clear on who he wanted to serve and how to communicate what made his business unique. 

“The support helped me zoom out. Instead of selling coffee, I’m now creating an experience. That shift in mindset has made a huge difference,” Adam explains. 

With help from his PLS mentor, Adam developed a robust business plan, turning his ideas into a focused, practical strategy. Instead of trying to compete on price or convenience, he’s now building his brand around the emotional benefits of his service – great coffee, great chats, and a real sense of place. 

Adam adds: “Having someone guide me through the planning process gave me so much more confidence. The mentoring helped me connect the dots between my passion and what my customers really want.” 

King of the Road is now rolling with renewed purpose – connecting with customers who care about the little things, like their morning brew done just right, with a friendly face to go with it. 

“PLS helped me find my voice in a sea of coffee vans. I know who I’m talking to now, and I’m excited about where I’m going,” Adam says. 

Start Up Loan recipients who access additional mentoring are better prepared to face early business challenges, from legal structure and compliance to customer acquisition and scaling. Research from the British Business Bank shows that businesses receiving post-loan support are more likely to grow and survive longer. 

If you’ve received a Start Up Loan, you could be eligible for free mentoring through the Post Loan Support programme, helping you plan, grow and thrive with expert support.