Many people might recognize Bill Smith, also known as William Smith, from his significant contributions at Royal Cup Coffee & Tea. During his tenure, he played a crucial role in expanding the company’s reach, establishing it as a preferred supplier of premium coffee and tea to restaurants, hotels, and offices across the nation. After dedicating 30 years to the family business, Bill decided it was time to explore new opportunities and pursue different goals.
Bill founded Double Iron Consulting, a firm aimed at assisting small businesses throughout the country. Interestingly, some might not be aware that Bill has moved on from Royal Cup Coffee. The company’s board of directors has since transitioned the business operations to an external executive team to lead its future growth.
Bill was born into a business-centric family, with Royal Cup Coffee’s roots tracing back to 1950 when his grandfather, William E. Smith, acquired Batterton Coffee Company in Birmingham, Alabama. The company rapidly expanded over the decades, becoming a major distributor of coffee and specialty teas in the U.S. Bill’s father and uncle took over after his grandfather, setting the groundwork for Bill’s involvement in the business.
From a young age, Bill was exposed to the challenges of a family business, but instead of just observing, he showed a keen interest in learning. He actively participated in the business from his high school days, spending summers interning at Royal Cup. He learned the business’s ins and outs by taking on various roles, from handling delivery routes and sales orders to working in production.
After earning his undergraduate degree from Davidson College and later an MBA from Emory University’s Goizueta Business School, Bill advanced to more senior roles. Throughout the 1990s, he oversaw crucial aspects like expanding sales territories and managing customer and partner relations. Armed with a solid foundation, Bill eventually moved into management roles, handling areas such as sales, supply chain, and operations. Towards the late 2010s, he became the CEO of Royal Cup Coffee, leading the company through significant milestones, including manufacturing expansion and rebranding efforts. His tenure also saw a transition of leadership to a non-family executive team during the challenging times of 2020, ensuring the company’s continued growth.
After stepping away from Royal Cup Coffee, Bill focused on his passion for supporting small to medium family businesses through Double Iron Consulting. Drawing from his family business background, he understood the common struggles such businesses face, such as inadequate planning, financial constraints, and poor management.
Bill believes that small businesses often struggle to achieve their ambitions because they get bogged down by daily operational tasks, neglecting strategic growth planning. Double Iron Consulting addresses these challenges by developing strategic pathways to help businesses reach their goals. Bill emphasizes the importance of setting bold goals but breaking them down into achievable steps, supported by a strategic roadmap.
One major aspect Double Iron Consulting focuses on is progress analysis, an area where many small businesses fall short. Identifying and tracking key performance indicators (KPIs) is crucial for evaluating business progress, and Double Iron Consulting provides this expertise to business owners. With Bill Smith’s leadership, the firm crafts comprehensive strategic plans to drive businesses towards success.
