@Hailey Hmmmm..... I'm not sure I fully agree with what he says, and I really disagreed with something he said in video 2.
Where to begin?
Merch sales are great, and they will move hard at first launch. But there are only so many people who want a travel mug and even fewer who will walk around in your branded shirt. Great to have, not necessarily why you should open a shop. Plus, unless you work with dropshippers, you're going to have a lot of money tied up in inventory. I'd rather have that money available for other randomness. I'll be curious if he thinks the same after he's been open for a few years.
Couldn't agree more on the oat milk, matcha, and decaf. Decaf especially. It's so rare to find good decaf that if you have it, there is a dedicated and vocal minority who will make the trek for that cup.
Decor and aesthetics. It is MOST DEFINITELY NOT more important than the coffee. It is all equal. You HAVE to create that perfect environment yes, but every other focused coffee shop is doing the same. If your product isn't matching your decor, I guarantee you someone else is putting it all together. Coffee shops are a dime a dozen anymore: if you aren't creating that perfect blend of coffee, decor, and service you'll have a major hill to climb.
I like how he kinda walked back the marketing of the drinks comment in the second video. Your marketing hasto be just as all encompassing as the environment you've created. Your marketing has to match that aesthetic. Drinks are going to be a part of that. Now, if your marketing consists of a top down shot of a wad of whipped cream melting down the side of the cup in a most not pleasing way, yeah, your drink marketing isn't going to go anywhere. Keep your marketing varied, make darn sure you have amazing shots of your products, and your online marketing presence will grow organically.
He also mentioned that you can get going before permits. Brave. Not necessarily a way I'd recommend going.
Where I lost all faith in this guy was with the comment in the second video that the "community over competition" crowd were frauds. AAARRRGGGHHHH. No. 100% NO. SMALL COFFEE SHOPS SHOULD NOT BE IN DIRECT COMPETITION WITH EACH OTHER. Our direct competitors are the Starbucks, Dutch Brothers, Dunkin, and the like. If we battle each other, we lose sight of the fact that we're all losing market share to the behemoths. Here in Colorado Springs, almost all the indies have a cordial working relationship with each other. I've sold raw coffee to other roasters when their order got delayed, we get together for latte art competitions, we used to have a nonprofit Colorado Springs Coffee Organization (sadly lost to covid) where we all got together monthly to discuss what we can do to collaborate to keep people away from the big guys, and we've even loaned baristas to shops who needed extra hands. Are there people who will try to take advantage of this? Absolutely. Find me anywhere where collaborative environments don't bring out at least one bad player. But to immediately lump this idea into a bunch of frauds (sometimes)? FEH. And for anyone who says that this kind of thing can lead to someone copying your ideas and menu: sure, it can and does happen. Usually the copycats don't last long though once people realize what's going on. Plus, it'll push you to keep the innovation going.
*deep breath*
Okay, now that I'm off my soapbox, I'm eager to continue this convo: what things did everyone like and not like about those videos, and what lessons have you learned on your coffee shop journey?
Ryan Wanner
Golden Pine Coffee RoastersColorado Springs, CO, USA
Square Champion: I know stuff.
Beta Tester: I break stuff.
he/him/hey you/coffee guy/whatever.
Happy Selling!
