Develop a price point first. people don't want you selling them something without knowing a price.
What is a coffee writer?
What is CBB? Don't they make swim bikini's?
If your going to build a map for a specific purpose such as for Coffee Farmers you need to talk to the owners and find out what they want. Get them invested in the product.
Same holds true for many industries. Some of my clients I can create the best online product ever. But they won't use it, they want a paper map book.
And before you talk to them come up with some gee wizz bang things you can show them.
A few years ago I made a geodatabase for Hawaii. I know you have a LOT of free high quality data available.
Maybe you could gather some elevation data and show them runoff areas. But then again if they have been farming the same location for a number of years they are going to know these things.