If one of the keys to success in e-commerce is doing something that Amazon.com Inc. can’t do better, Ireland native Sean Reilly, founder of Los Angeles-based Moustache Coffee Club, thinks he has brewed up a business model that works.

Moustache Coffee sells fresh coffee based on a subscription model that involves buying small quantities of coffee beans from around the world, roasting them and then shipping them out the same day. Moustache Coffee never repeats a coffee, which means customers get something new with every shipment. Consumers can sign up for weekly, biweekly or monthly delivery. The company also offers office plans that ship larger quantities every week or every other week.

Each 12-ounce bag from Moustache Coffee sells for …

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