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Permalink Reply by Jay Caragay on January 8, 2010 at 2:50pm

I think it depends on who you are and the level of talent you possess. As one goes through the paces of developing their vision for a new shop, many will offer their thoughts along the way. In my case, many people suggest things that I find too average, mediocre or amateurish. My intent is to push the envelope and people's notion of coffee. Most people want to go with what's proven and tried and true.

Their suggestions tell me to follow the Starbucks path, or worse, the "indie" path. That's not what I'm interested in. Take Wi-Fi for example: why? Just because other coffee shops are doing it? Just because some people expect coffeeshops to offer WiFi? Why not just brew the same crappy coffee as those shops? Why not do the same blended drinks and 32z sizes? Hell, why not just copy them verbatim?

When thinking about your own shop, understand your vision. Be clear on what you want. Do you want to build the average shop that fits most people? Then go for it! But don't sit around deluding yourself that you're pursuing the pinnacle when the reality is that you're just average. I see so much of that in any industry.

Find your vision, your voice and be true to it.

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Permalink Reply by Joseph Robertson on January 8, 2010 at 6:32pm

It's really a short story. Sorry if short is boring.
Short answer, 1000%. It's ALL about you, whether you know it or not.
Long answer, ohh, I hate long answers. #1. Do not over think the concept. This is a common trap #2. It really helps to have a partner to bounce stuff back and forth. After all the black and white, numbers, car counts, spread sheet, estimates, fund sources, etc is done you can bounce around stuff like , Names, logos, designs, color schemes you name it. This is usually very hard by your self. I personally spent over a year studying current businesses, their websites, their mission statements. All the current trends in the Speciality Coffee Cafe setup's. I looked for what I thought I was the direction I was heading as a Cafe Roaster. Then I thought about my location. Will this work in my location. Why?, or why not? In our particular situation a commercial roaster only was out of the question. We are within the city limits. The city requires a retail front. After I understood and accepted that fact the rest became a little easier. Here is my example of over thinking. I stressed for over 2 weeks over what to use as a retail name. The name that goes on your sign and all logo's. The essence of you. I studied the region I live in inside and out. I looked up all the current coffee roaster and coffee business in the area to see who had what name or names registered. Finally my partner brought up her idea again. I just looked at her and said,"It can't be that simple, can it?" Sure enough, in 30 sec. it was over and done. JoLinda's it became. My name and her name joined. I was so caught up in the, "what ifs" it drove me crazy. What if we split up? What if we are an insane success and we split up? What if this or what if that. What a relief to have it done. Forget about it. Keep it simple and clear. Run your ideas by all your friends and get their feed back. If you are alone keep in mind you are really not. Many of your friends want to see you succeed and are more than willing to help out. With this in mind gravitate towards those that you aspire to. Those who already have a business track record. Those who are already in the type of business you seek if possible.
Well so much for the long answer, I better stop or it will get way overboard. I hope this is of some help to you Victoria. I wish you the best in your coffee journey. Any questions at all you know where to find me. Feel free to ask. Oh, by the way we never did a solid business plan. We new what we wanted and basically went for it. I don't recommend it though. We did it this way because we used our own money and did not need a lot of detail that lenders ask for. I'm in the process of coaching a new start up using the templates and bells and whistles needed to seek funding.
Follow your dream great things do not come easy.
Joseph

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Permalink Reply by victoria fallon on January 9, 2010 at 11:11am

Jay,
well spoken. thanks!

Jay Caragay said:

I think it depends on who you are and the level of talent you possess. As one goes through the paces of developing their vision for a new shop, many will offer their thoughts along the way. In my case, many people suggest things that I find too average, mediocre or amateurish. My intent is to push the envelope and people's notion of coffee. Most people want to go with what's proven and tried and true.

Their suggestions tell me to follow the Starbucks path, or worse, the "indie" path. That's not what I'm interested in. Take Wi-Fi for example: why? Just because other coffee shops are doing it? Just because some people expect coffeeshops to offer WiFi? Why not just brew the same crappy coffee as those shops? Why not do the same blended drinks and 32z sizes? Hell, why not just copy them verbatim?

When thinking about your own shop, understand your vision. Be clear on what you want. Do you want to build the average shop that fits most people? Then go for it! But don't sit around deluding yourself that you're pursuing the pinnacle when the reality is that you're just average. I see so much of that in any industry.

Find your vision, your voice and be true to it.

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