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BUSINESS PLAN

New collapsible cup for coffee on the go

(From left) Alex Abrams and business partners Ben Melinger and Jurrien Swarts.
(From left) Alex Abrams and business partners Ben Melinger and Jurrien Swarts.

Seems you can’t go anywhere without seeing people holding a coffee cup. It might be one with a well-known pink-and-orange logo or the green mermaid, or a thrifty metal thermos.

Alex Abrams has another option.

The Swampscott native is one of the creators of StoJo, a collapsible cup that goes from a 12-ounce coffee carrier to a 2-inch-high disk that fits in a pocket, purse, or workout bag.

The cup is reusable so there’s nothing to throw away.

Abrams, 37, a graduate of Cohen Hillel Academy in Marblehead, the University of Pennsylvania, and Boston College Law School, now works in real estate in New York. StoJo is his side job.

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Q. The start?

A. The coffee culture in the last 10 years has exploded. I have always been passionate about [protecting] the environment and [I learned that] in America there are 50 billion cups disposed of a year. And, not everyone wants to carry around a bulky travel mug all day.

Q. Product?

A. It’s good for hot and cold [beverages] and is dishwasher and microwave safe. It’s made of silicone, which is a very safe product. The lid and disk, when collapsed, are leak-proof. It comes in six colors.

We are launching a 16-ounce version in June and following up with a sippy cup for toddlers.

Q. Cost?

A. $15, and you get a lot of use out of it. Available online at stojo.co, Amazon.com, select coffee shops, gift catalogs, and soon at Bed Bath & Beyond. Also, the Museum of Modern Art in New York.

Q. Evolution?

A. We [longtime friends and cofounders Jurrien Swarts and Ben Melinger] launched on Kickstarter in 2014 and raised $125,000. Without Kickstarter and social media, we wouldn’t have gone anywhere. We’re also having a crowdsourcing campaign in June.

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Q. Result?

A. It’s really cool to create something and get it out there and tap into others who care as much as we do [about the environment]. It’s not just about creating another product, but about helping the Earth. You can do interesting things without being a huge brand.

Q. Future?

A. Hopefully “Shark Tank.”

Wendy Killeen can be reached at wdkilleen@gmail.com .