What I Learned From My Failed Coffee Shop

[@aquathamer707]

It takes a lot of courage revisiting and reflecting on a place of disappointment. As someone who wants to run a cafe, this video is really appreciated.

[@tanelpolts7257]

are you independently wealthy?

[@aquathamer707]

@@tanelpolts7257 Not sure I would call myself wealthy, at least not wealthy enough to be able to throw money at a cafe and not care about how it goes. I would love to start a cafe, and it would be a huge risk financially. I suppose that's why this video was impactful and helpful for me.

[@tanelpolts7257]

@@aquathamer707 why would the wealthy open up a cafe and not care about how it goes? If they do it it means they do care. And if it goes bust, they are not going to lose their shirt over it. An average person opening a cafe is insane. If you think the minute details matter in making it work, you're delusional. Location, location, location. And lotsa money.

[@pearlsswine]

"you're so stunning and brave for talking" It used to be the case that men had to sacrifice their lives to be called courageous. Now, Soylets have dropped the standard so low that you can be stunning and brave for just admitting you made a mistake lol. Of course you look like Seth Rogan

[@MrPlamonerd]

not only cafe, I own a hobby shop and... is similar to this. Great video.

[@doobledoo]

Restaurant guy here with more than 10 years experience, including years working with startups. I have to chime in about your line where you said that everything has to be of the highest quality and if the mistake is made it has to be remade. This line of thinking destroys startups in the food industry. It is simply not true. I get it that we all are lovers of the art, but you have to understand that quality is a never-ending scale that always increases price. Good enough is good enough. The most popular restaurants and drink shops in the world, are absolutely known for everything but their quality, The average customer/consumer does not appreciate your art and would much rather have something in their hand now then something that you define as perfect a little bit later.

[@barry5138]

I agree, seen piss poor quality in places people rave about endlessly. If a place had a reputation, they can get away with anything.

[@jonnydoeson5562]

Yeah but you’re missing the point. The market he was targeting and his passion was quality coffee. If he wanted to churn out dross he could have done, but why would he? He isn’t interested in doing that.

[@WeLoveGameMusic]

@@jonnydoeson5562 what market though? The location is in the middle of nowhere. With so few people around, there's no sub markets to pick and choose from

[@doobledoo]

@@jonnydoeson5562 there's a difference between serving drivil and having a 100% quality rating. If you want to serve food with zero mistakes then you need to charge 100 dollars a plate. In the real world cooks and baristas make mistakes constantly and still hand that product to the customer. There's quality issues that are unacceptable, don't get me wrong. I'm a meat guy in the industry so I know that if I give someone a cut of beef that's all gristle they aren't gonna come back. But if they order a steak medium rare and I give them one that's medium with a mediocre char, that's fine. I'm not happy with it, but it's a 15 dollar steak, not a 75 dollar steak. I live in an area with hundreds of coffee shops around me and the amount of times I go in for a fancy drink and the guy in front of me in line gets a drip coffee black no sugar always blows my mind. People most of the time just want something in their hand

[@jonnydoeson5562]

@@doobledoo I get it, you need to make money and the bulk of the money comes from people who don’t care about the quality of the product that much. The thing is, I think this guy focussed solely on his own interest in quality coffee and forgot to appeal to the common man with junk which would actually bring money in and ultimately support what he wanted to do.

[@kirk8359]

Coffee snobs are making their own coffee at home. Your little village just wanted a cozy place to sit and chat with their friends while drinking something that resembled coffee. If your coffee is good, people would pick some up on their way to work at 6am, with a scone or cookie. You opened a shop that reflected your lifestyle and wants, not the customers. I fear your book will go the same way.

[@piratesmvp]

Spot on

[@David.77]

Well said

[@aaas6348]

Your right

[@natatattful]

@@robertwarner-ev7wp🙄🙄🙄

[@KarlKarpfen]

The book might not necessarily go this way, as it isn't limited to the community of a single village. It definitely isn't the thing a large book company would make, though.

[@Alexa-uk8lj]

The appeal of the coffee shop isn't really the coffee but the ability to drink coffee in a "living room" away from your living room. Edit: My condolences.

[@alethalbit]

You have a point, but shit coffee deters customers, so, like every business, it's a delicate balancing act

[@Katiewithdaffodils]

That is a big part of the appeal but not the only one I think 🤔

[@nattokami9598]

@@alethalbitthat really depends on the the level of coffee awareness of consumers around the area. In a small town like that I’d wager most people can’t tell the difference between a mediocre coffee and an amazing one.

[@kennixox262]

It is called the "3rd Place" Usually parks, coffee shops, restaurants and the like. The "1st Place" is home and the "2nd Place" us usually work, school or similar venue.

[@lukang72]

Tbh atmosphere of the space is probably more important than the coffee except for coffee snobs. Paper flyers in in mailboxes is probably best marketing in a small town

[@AlanMitchellAustralia]

Also megaphone on the street, Gordon Ramsay style! 📢

[@Window4503]

With good graphic design!

[@watcheroftheskies805]

🎯And add a coupon for 1 free coffee.

[@homecafecharlie]

We paid the postman to put a leaflet with a free coffee voucher in every mailbox in the area. Got a lot of people in that way, but most of the problems started before opening. Lots of poor decision making by me and I would do it very differently if I started another coffee business.

[@alejrandom6592]

Liking good coffee doesn't make you a snob, boy

[@keeganwebb7777]

Unfortunately, it seems like the cafe was too much about coffee and not enough about hospitality, hence no culture/third space element to offer the community. That said, most people leaving rude comments have never tried to launch anything themselves. There has to be another path for you with your marketing experience and expetise in coffee.

[@BusinessWolf1]

They are not rude comments. They are realistic. No one is calling him names, they are discussing strategy. And his strategy was just bad. That's why he failed. Objectively, someone else with better business skills would not have failed.

[@lauracraig8110]

Agree. The place the shop was at, and the town it was based in, just wasn't the right space to open a specialty coffee shop with very little actual space to sit and hang out. In a small village, people would rather have a little cake or a bit with a drink rather than a high end specialty coffee shop!

[@Restinpeaceblue]

I’m not sure if it would have made a difference, but the local cafe where I live opens at 5:30 AM. I believe you said yours opened at 8 AM. A lot of people are already at work or on their way to work by then.

[@JohnSmith-dp2jd]

Yep, especially in a small town that's more of a bedroom community. If people have to be in the office by 8 or 9 and you're trying to catch them before their commute you'll need to be open way earlier than 8.

[@jonnydoeson5562]

@@JohnSmith-dp2jdI doubt that would have made a difference lol

[@erxu]

That hole in the wall was barren and uninviting, I would've preferred to make coffee in my kitchen pour in a thermo and take it with me...

[@victorgraves9603]

I worked in different coffee shops for many years, our busiest time was always between 6am-9am.

[@michaelmerck7576]

If you are trying to sell a cup of coffee you.better be open by 5 AM to catch your customers otherwise it's a lost cause,you could open.at 4.and close at 8 and be better off than opening at 8 am

[@erxu]

I learned more from the comment section than from the video itself...!!

[@RaspBerryPies]

I guess that still makes it a good video right? I hope he doesn’t take it down since the comments and some of his advice or I guess just seeing it sinhelpful

[@chefgav1]

@@RaspBerryPiescomments are mostly spot on

[@trollsneedhugs]

The village still wanted a cafe! A cafe has life, music, cozy seats, interesting decor, warm friendly hosts, a cabinet full of sweet and savory foods, tea, juice, soda, a freezer of ice creams and coffee. You gave them a bespoke coffee tasting pickup office.

[@jankoodziej877]

Yeah, most people really do not go to coffees to find the best tasting coffee. They go there to enjoy a bit of time with friends in a pleasant environment. Coffee just need to be not terrible.

[@Lost4llen]

Exactly, it seems that all this project was not really thought of and build up very naively with poor planning and no actual strategy or product market fit..

[@jonnydoeson5562]

@@Lost4llenI don’t think much market research or even common sense went into this. Seemed like a mad, naive bet.

[@maggnet4829]

I agree. He is so focused on the coffee. Most (99%) of people will not notice small differences. I'm preparing a Bondi coffee with a pressurized filter for my wife and she couldn't be happier. She likes it more than from the cafés.

[@JamesParus]

It looked like failed coffee shop from the start.

[@CMBurns1000]

Opening a cafe in a 1500 persons village is economical suicide

[@tarazieminek1947]

That kind of cafe, yes. If you had a selection of good food and baked goods to go and just a simple coffee pod machine he might have had a chance.

[@cstoomey]

Yeah unless you already own the building and run it just yourself

[@vapor4]

Yeah bad idea. Even in central London, it's a coin flip

[@theboringchannel2027]

@@tarazieminek1947 If 5% of the town shopped there every day, that would be 75 people, might cover the rent with that, but not earn a profit in the end. Getting 5% of the town daily is unrealistic to begin with, so business was guaranteed to fail.

[@sophocles1198]

It seemed that the only reason for opening there was that his sister lived in town. The space does not appear inviting so he already had two strikes.

[@Jombozeus]

You sound like a passionate car engineer trying to sell the best modded Mazda Miata in the world to my mom.

[@FrickinCCDeVileV]

🎯💯

[@ivok9846]

world just needs another coffee shop. in the village.

[@oscartorres6469]

😂

[@homecafecharlie]

Pretty much! 🤣

[@Yoyoyo224]

love the comment!

[@keithbrowne1308]

The comments are very insightful. Anyone considering opening a coffee shop should watch the video and then watch it again while reading the comments.

[@Redbird4912]

You started a coffee shop business in a village and opened at 8am. Did you do any research regarding demand? Did you produce a business plan? Did you have any business training prior to starting? A good business plan forces you to look at your expected income and expenditure realistically. Most businesses make a loss in the first year, break even in the second year and only reach profit in the third year. 80% of small businesses fail in the first year (in the UK). Sometimes a good business plan will show you that this business is not viable and save you from future debt, bankruptcy and regret. Too many people start businesses based on personal feelings and not facts.

[@MeroFuruyaSankarea]

Great comment, deserves more upvotes!

[@frankfahrenheit9537]

The place really looks shitty, no seats, so just takeaway coffee. High quality coffee and takeaway coffe is a contradiction in itself, how can you enjoy top coffee while walking to the smelly train station?

[@RC.13]

@@frankfahrenheit9537and if you’re takeaway only, a huge part of your clientele will be pre-work commuters, which by opening so late you’ll completely miss…

[@piratesmvp]

@@frankfahrenheit9537 Great point about no seats. Even one of the 5-star reviews he showed in the video mentioned that there was only a "single table" to sit at. That's not enough to provide the cafe experience that he said that town was looking for.

[@fifapredictions7998]

The overly expensive, specialty factor inputs and very little custom is going to kill the business record time... its heartbreaking. I'm in no way going to run the gent in the video down because he's clearly passionate about what he was doing but you are totaly correct at the microeconomic level. This may have worked in an expensive London Borough where disposable income and leisure time of agents around the cafe may have helped.

[@Jerome...]

''I can tell from looking at a coffee shop (or photos of it) if their coffee is good'' ... so I made my place look quite terrible because I couldn't afford better. Great plan.

[@flawless7019]

Thought this was hilarious. Quick to judge but with no self reflection

[@vyl4650]

yeah showing an empty coffee shop on google maps is not a good move. You have to make people think there is something happening and that others enjoy it already

[@willium2215]

The inside of his cafe looked terrible, his setup could just be a street stand. He also wanted to do way to much high class stuff if he wanted to capture the whole village.

[@tygrr5854]

so true xD

[@ChainsawDoggo]

He's right though. It's pretty clear who cares about the drink vs a shop that just wants to be presentable. You and the other commenters are a perfect example because you emphasized the LOOK of his shop on the topic of good DRINKS. Good looking cafes =/= good cup of coffee. Starbucks looks nice but no way am I spending 5$ on their latte when a good local barista would get me a MUCH better cup for the same price. Quality coffee is not your main priority and that's fine, basic cafes have their place too; but a coffee lover like him wasn't going for that.

[@stevenking3149]

I've owned and operated high street retail cafes, food service and catering businesses for close on 40 years. It's a brutal business that chews up and spits out even experienced operators, so don't be to disheartened about your first venture not working. In that village, with such a low population, not even the most experienced operator in the world could have made it work. No matter the countless other issues. Thanks for posting a well made and informative video. It's very brave to show your mistakes for all to see.

[@andresdigi25]

do you have any advice for people that want to open coffee places?

[@tudortirsina963]

Up!

[@burnik3000]

I get it that you always want to serve 100% quality all the time. Like dialing in your recipe 3x a day due to temp changes and humidity. But always remember that sustainability is the key to success business. I think 90-95% is good enough for a sustainable business

[@cloudyview]

Was about to come say the same thing - dialing in multiple times per day is crazy

[@jonnydoeson5562]

In manufacturing we say you need to be churning out like 70-80% standard assembly line products and the rest you can use to do bespoke stuff. Only doing bespoke stuff would cause your company to fail in no time.

[@DanOneOne]

if that's what he was doing... facepalm... that's a well deserved failure... Just sell stupid coffee, pocket the margin and go on. Don't be the king of the hill, the best coffee on the planet. Nobody cares enough and goes "Oh my god, how did I live without this coffee all my life before!"...

[@jonnydoeson5562]

@@DanOneOne yeah but he wanted to because he’s passionate about it. That’s what the discourse is about. He needs to make it work while keeping his eyes on the prize. It’s not that difficult tbh. I’ve seen it done in several places where I live.

[@DanOneOne]

@@jonnydoeson5562 well, I was passionate also and I was beaten up just like he was. This beating is our lessons to not live in a fairytale. But also this: People need something and when they need it, they appreciate it and pay for it. If everybody just does what they are passionate about, then who will do things that people need?... Look at all the stuff we consume and don't even think about. People on the other side just produce it. They don't parade their passion, most don't even like their jobs, but they produce it because people pay. So the rule is simple: They don't pay you - you don't do it. There is no other way. You can be passionate when you will be a millionaire.

[@FatNorthernBigot]

This is a brutal watch. I totally understand why your experience was difficult to talk about, but if it's any consolation, your cautionary tale was a fascinating watch. I'm sure it's no consolation at all.

[@homecafecharlie]

I look back and all I see is a fantastic learning opportunity. I didn't do enough due diligence and next time I do a cafe or roastery I will be in a much better position to do it right.

[@robdw42]

@@homecafecharlie Personally I find the whole fuss and expense of coffee to be totally baffling. I'd opt for a quick cheap white Nescafe any day (apologies to your sensitivities). Before opening in a small town you need to work out whether 1% of people are like me or 90% so you can make sure you have enough footfall. Your passion is brilliant but it's a business. Very best of luck if you try again.

[@shinyshinythings]

@@robdw42Amazing that this video popped up in your feed then! For me it’s spot on. Coffee lover, interested in small business and startup stories. The Algorithm has its mysteries …

[@Krunkscooters]

@@homecafecharlie I think you learned a lot of the wrong lessons. Read the other comments here.

[@hugokeys602]

@@robdw42 I agree with you 100%. The absolute faff around it baffles me completely!

[@Bookworm214-y3d]

That didnt look like a coffee shop, it looked like a basement set up

[@ianfong1000]

Honestly I was shocked when he showed the photo of his "shop" . It looked like a broom closet. A cafe is a third space to hang out, unless you are located next to big offices where people grab and go

[@bananerz3167]

I like how you are a coffee autist who tried to sell coffee to other coffee autists in a village of 100 houses which probably had 1 other coffee autist living there at most. I am fascinated by your courage and trust in this business idea. I think in a hip area of a city it would have worked out

[@vienogola1421]

🤭🤭🤭 ouch...I love the grumpy curmudgeon aura you are giving.

[@RC.13]

“a hip area of the city” would have brought unsustainable rent prices, especially for a business with lower amounts of capital already

[@Alex_-oc4bt]

lmaooo

[@bearsonwelles3407]

City would've killed it even faster. Higher rent, more competition, etc. Dude just doesn't understand that owning a business requires more than being really into one aspect of that business. They got a cheap, tiny space that looked like shit. They didn't put any money into the space, opting to spend it on overly expensive product. I'm not saying spend half a million rebuilding a space, but they wouldn't even spend the money to run plumbing. With 6k and maybe a little DIY they could've plumbed it, put in wood floors, painted and decorated the walls, and maybe even bought a chair for people to sit in. As is it looks sterile, like a closet or a bathroom. They opened at 8am which is at least 2 hours later than a coffee shop needs to in order to maximize before work business (and then acted like opening your own business at 8am is some unimaginable hardship.) I mean Jesus Christ, a coffee shop that doesn't sell food could pretty much shut down at noon, all the traffic is in the morning. They didn't have food, they didn't have seating, they didn't have a goddamn bathroom as far as I can tell (weird for a product that basically immediately makes you have to shit.) It looks more like a mobile coffee bar that would be in the lobby of a big office building or something. And it might've been successful in a place like that.

[@AstralProbes]

​@@bearsonwelles3407 bro.. this 👆

[@minnyjim]

They say success has a hundred mothers and fathers, whereas failure is always an orphan. So many people on YT bragging about how great they are, very few did what you did. Thanks for sticking your neck out to share your experience.

[@sa1f43]

Nah you're taking it the wrong way. You don't think the passersby had the same thoughts the commenters are saying here looking at an uninviting bespoke coffee shop in a village of a 1000 people?

[@TheT0ad]

Heya! Cafe owner here, coming to the end of my first year. 9 months of expenses in the bank makes a start up entirely unfeasible for most people. I opened my cafe (the wandering goblin, in Nottingham) with zero money left when the doors opened officially. The secret isn't online marketing, it's putting the work in the build community even before you open the doors. I spent months running pop-ups while getting everything organised, building a following and offering consistency before the cafe's location was even finalised. You can either invest money OR time. As someone who's been in coffee 7 years, money wasn't an option because this industry doesn't pay. Your community will carry you through, if you put the time into building it. I hate the industry idea that everything has to be expensive. The idea you need an expensive machine and expensive grinder is also a load of crap. It's a matter of skill. I run my bar off of an old school lever machine I got second hand, and run everything through the same grinder - but with a thoughtful approach it's absolutely feasible to still keep everything dialed and tasting great. The mentality of "oh but if I had (x) machine I could do better" is super unconstructive and stops you focusing on what you can change in the moment. You need to work with what you have, and do the best within your means. A cheap machine isn't an excuse, and an expensive machine should be a low priority aspiration unless you're in it for the hobby. I'm really tired of running into this gearhead mentality. Obviously my cafe is based in a city, so it's a little different - but the base premise is the same I think. I do agree that everything should be of equivalent quality - I think your cheapest thing should be as good as your most expensive. A bad shot should never be served, etc. An espresso shot in most cafes costs £0.30 (assuming you have half decent coffee on house). That's a worthwhile loss to remake if the shot doesn't pull right. 30p to guarantee a great experience is a no brainer. I'm sorry to hear about the failure of your shop, I'm sure it was absolutely crushing. Having been doing nearly 100 hour weeks for the entire last year, I understand how difficult it is.

[@frankfahrenheit9537]

Yeah, what are the parameters of a good espresso? - the espresso - the pressure - the temperature -the grind particle size - the filter Anything else?

[@TheT0ad]

@@frankfahrenheit9537 does it taste good?

[@krisb-travel]

you nailed it, pop up stores and build a following, i drank at starbucks twice a day for 7-8 years as an expat here in Asia, about two years ago a new type of coffee trend emerged in vietnam, philippines, indonesia etc and since then i have NEVER stepped foot in a starbucks again and im at the new coffee shop twice a day and they did the same thing you said.

[@lameekasummers874]

Love this comment because it’s completely true and exactly what I was thinking.

[@RaspBerryPies]

I agree but I do think having some money in the back is good though especially if it does fail. Even if you do everything right sometimes it still doesn’t work out so it’s good to not go completely broke right away!

[@pm2886]

I know a country town like yours. There's a bog ordinary "cafe" (which is also a chippy/burger joint) which does more trade than any other food business in town. At the end of the day, people want an okay coffee, for an okay price, in a friendly place. They don't give a shit if it's single origin and artisan roasted. They don't want or need "classes". They want a warm building, efficient service, and a decent price. You basically pitched a city concept (badly), to an entirely different crowd. I also think the brother in law roaster made it a vanity project.

[@akorenkov]

But that one guy that came a few times really liked the snobby stuff! /s

[@bearsonwelles3407]

Yeah this place would've died in a city too. More coffee snobs to patronize the business, sure, but also significantly higher rent and more competition. This guy created the least appealing cafe I've ever seen and blew all their money on expensive product that wouldn't sell.

[@chriszavos]

I prepare my own coffee at home, I don't drink coffee from take away coffee shops unless I am on vacation. I do however go to cafes to meet friends and socialize, and I don't care so much about the quality of coffee as long as it's a friendly and cozy ambience.

[@Andrew-tb9vr]

Lets be honest most coffee from coffee shops is utter sh*te. I agree with you 100%.

[@marielcarey4288]

Which this cafe was not 3:36 LMAO

[@aaas6348]

Yes!!!!

[@aaas6348]

I stay away cafes that don’t have comfy chairs etc

[@SyniStamouli]

People are focusing on the coffee but what confused me was the mention of “third places”, but not having anywhere to sit in the cafe? It’s hard to foster community unless there’s a place for community to be

[@chefgav1]

Exactly this. Also minimal heating. Also no food

[@maryplatt5109]

Yes, this. I stopped going to my favorite bookstore when they removed their cafe. In fact, they removed ALL the seating everywhere in the store. Apparently they thought people were reading their books/magazines for free and taking up space and not buying. I don't know - I always bought a cafe drink and snack and also at least one of the books I was skimming. NOW there's no comfortable place to preview a book, or even sit and rest. The herd must keep moving! But they've lost a lot of us regulars who thought of the bookstore cafe as our comfortable third place, where we could go and chat with others in our community and buy coffees and hang out. Sad as it is to say, I won't go back there. You can buy books anywhere, especially on Amazon, but you can't get that sense of local community and comfort on Amazon. Third places, outside home or work, are important!

[@lauracraig8110]

Yep. You can't be a third place when there's nowhere to sit.

[@Steven-jn2cw]

the thing is though, the general public are not coffee snobs, they just want a half decent coffee and a nice place to sit and chat. They overcomplicated a very simple concept and it didn't work out.

[@robertwarner-ev7wp]

Opening a coffee shop at 8am! 😂 Didn’t want any working class buying a cup of coffee from him, did he?

[@Steven-jn2cw]

@@robertwarner-ev7wp exactly! Very bad idea.

[@crayontom9687]

@@robertwarner-ev7wpnone of the people in that village were working, come on now

[@ChainsawDoggo]

Good quality cafes do exist though??? Plenty of good shops in my city and he literally references a few other café owners in this video after all. It's unfortunate the shop closed down but that is the risk of starting a business sometimes. Also the point about having a nice place with lots of foot traffic can still lead to failure as addressed in the video.

[@nobertstanel9428]

Facts. Left thousands in different cafe shops. An open area to sit and simple coffee. To escape from home.

[@ByronWatts]

Perfection is a showstopper, isn't it

[@Strideo1]

Never let perfection be the enemy of good.

[@kapkapchmurko]

i choose the cafe because of it looks most of the time, I'm not s coffee snob and I just want to have a nice place to take my friends/girlfriend with me. Your caffee shop from photos looked soulless, kinda like a corporate meeting room

[@chrisfoxwell4128]

By 4 minutes in we've learned a small village is not the place for 3 Michelin star coffee roaster. Under capitalization gets one the wrong space, wrong equipment, and wrong aesthetic: especially for a 3 star Michelin coffee roaster. Bare minimum to open a café is probably in the 50K region, and that's with the owner working all the time. And a proper café, easily 100K. Otherwise, you're just a kid selling lemon aid on the sidewalk.

[@sammygirlie345]

Got any grapes

[@gudrune]

thx for sharing. sounds like a vanity project more than a business. If "the town" wanted a coffee shop, then maybe the townhall could have given you a nice space where you could have at least 2 tables and 4 seats. The space you operated in looked terrible. There's no mention of foot traffic analysis. Starbucks doesn't open locations randomly. I like the coffee tasting classes idea a lot, but i'm not even sure how you could fit the people in that space, must have been very awkward. And you folded almost immediately after opening up. And if you needed a space heater to keep your hands warm, i suspect the space was welcoming like a strain station platform. I'm sorry it failed, but that feels pretty unsurprising. I assume you didnt lose too much though, because you guys were the employees, the gear can be resold, the rent was cheap, and you had almost zero fitout.

[@sophocles1198]

I agree the space was a head scratcher. I've seen small coffee spaces work in cities with a lot of foot traffic but I don't see how it could work in a small town. Why would the town provide free space for a private business? It's possible they would rent a space for a favorable fixed rent and share of income?

[@gudrune]

@@sophocles1198 There's different ways to skin a cat. Cities almost always have real estate that's underused / poorly used, or unused, so they can loan it, rent it, income share it. What's clear is that a tiny, poorly heated, poorly located, poorly fitted location with limited foot fall where you can't sit down doesn't sound like a winning proposition.

[@DadgeCity]

This is England. The parish council will have a village hall which is unlikely to be suitable to run a business out of, and if there is space it wouldn't let you use it for free.

[@LCCH.cecilia]

I'd say before even starting the business we need to look at the target audience. If we're looking at a very small town of people that just want a cozy place to have a hot drink and hang for a while, THAT is the promise you need to fulfill, not having the best coffee in the world. The branding and the decor need to make you feel cozy and make you want to come back. Also I'd say instead of ads you can do flyers around town, small events, like you said building community, but to do that you need to know what that community needs, wants, and values. Very interesting video I know it's not easy sharing these things!

[@SwimBikeRunFastest]

There are lots of people that will happily tell you about getting rich quick schemes but there's hardly any that tell the real story that business is hard and expensive and needs a whole lot of luck. Replace coffee with magic tricks, juggling equipment and kites and my experience is exactly the same as yours. I have no idea why KZbin recommended me to you but I'm glad it did. Tremendous video. Best of luck with your future endeavours.

[@ruben9912]

You have to start on the demand these days. Once the demand is locked down you can start meeting it. Another thing is that if you love the subject of your business, you're easily distracted by it and not focused on the business itself. A business is about making money, a hobby is about your interest in the subject and it's really hard to seperate those two if the subject was your hobby. Simply put, you have to limit yourself to proven strategies and methodologies even if you're knowledgable and motivated about the subject.

[@randomthoughtsat3am647]

Well said!

[@dariusx4829]

Excellent comment 💯👍🏾

[@bkb04g]

Cafes should have windows. People like to look out or have in their mind the ability for others to look in and see them. It really doubles as a hub for activity. Your space just seems soooo small and closed in. Not hating just offering up what came to my mind. It takes a lot of guts to admit any wrong in public or on KZbin. Good luck for you in your next endeavor!

[@kevint1160]

All i can only hear in this video is "it is because of this, it is because of that". I don't see any responsibility here. I saw a good comment. Who would come and buy coffee at 8 when your butts need to be at work at 8. You can open up at 6. Sell some bagel along with a strong but not sure tasting brew to people rushing to work. It is morning. I want something strong. Not excite my delicate tastebuds. In the afternoon, when we have their lunches or in the evening when people just want to relax, then maybe you can switch to a fancier roast.

[@dejanmesec4964]

A village doesn't want a speciality coffee in/out place. They want a caffee kind of place with normal coffee (italian), sweets, easy music. You tried to bring a hypster city coffee into a village and they said no. People that came and tried different beans... They just tried to find something they liked and didn't at the end. I stopped counting how many "speciality" coffee places opened and closed in my country. But classics stay. Be an artist in your free time but in business give people what they really want and what they are used to. Running a business is hard. Still kudos for trying and don't stop dreaming.

[@MrClockw3rk]

I think the most underestimated aspect of business is pure presentation or design. The smallest detail matters, including perhaps paying the additional $0.10 per paper cup to get modern cups versus unsightly patterned cups. Great products are great, but humans naturally devalue even a functional product if it’s not accompanied by good aesthetics.

[@OwMeEd]

This level of detail MAY be important in a more competitive market, not sure it applies to a coffee shop in a small village. Just give them a better warm drink than they can make at home and a pleasant place to drink it.

[@Noah-Lach]

To be honest, the ambience seems to be the place where they really fell down. Nothing about the space makes me wanna go spend time there. My favourite café (which also has incredible coffee) has a very similar green and wood vibe, but it’s bright and airy and filled with wonderful music, cool artwork, massive plants, very nice dishware and paper cups. It’s a place where you can spend hours hanging out and just feel cool existing. This reminds me more of a shoebox condo you’d find downtown.

[@michaelcap9550]

Correct. Much anticipation every year concerning the design of Starbuck's Holiday cups.

[@InvestmentJoy]

No, 95% of your customers don't care won't even notice. What gets people in the door is marketing and advertising in order to run an effective campaign you have to be doing it for 6 to 9 months to confirm everyone and their brother knows and has a good shot to come in.

[@Noah-Lach]

@@InvestmentJoy But getting a customer in the door doesn’t mean they’ll want to come back. If you don’t create a compelling atmosphere where people want to spend time, you’ll never convert those people into loyal, regular customers. That’s pretty crucial for a small business in an equally small town.

[@tonyshortland8812]

I worked as a coffee machine engineerfor 30 years in oxfordshire. Also installing equipment. The overheads are insane. I would say, 50% of machines I installed, I was back there, collecting them when the business failed. There was one, in at Clements, that went under, customers were queuing up outsid to get served. But the landlord, seeing this kept putting the rent up, and bust their business. You need to open early, to sell beacon, egg, sausage sandwiches to folk going to work.

[@johnohara4046]

Landlords raising the rent on coffeeshops is the no. 1 case study in the book Freakonomics. Worth reading.

[@bradle4162]

I really appreciate the hard truths about running a business. I cant speak about what I've heard about entrepreneur culture in the U.K. but I remember a Japanese-American investor telling me about the difference in attitudes between running a business in both countries. In Japan, business culture is that you have to succeed at first try which creates a rise or fail mentality. In the US, investors actively seek people who have failed a previous business because they learn from their mistakes. It was one of those moments where I'm glad to have an American mentality of never giving up and learning from mistakes.

[@somethingilost]

Hey Charlie, thanks for the video; it was really interesting to hear your reflections on your experience. I'm one of the Hilton residents (I came to one of your cupping sessions, which was brilliant) and I was disappointed when you moved on & then the shop subsequently closed. I really wish it had worked out better for both the shop and you personally! I am grateful, though, because drinking your espresso & learning more about coffee meant that when the shop did shut, I couldn't go back to drinking Nespresso at home & ended up taking the plunge and buying my first espresso machine. Still learning, but every now and then I pull a shot that I'm really pleased with. Will be awaiting the ledger!

[@homecafecharlie]

Thank you so much for your comment. I appreciated everybody who came to the shop, and for what it's worth I really did enjoy making coffees for people. Like I said, I had no idea what I was getting myself into 😅 I'm glad you got an espresso machine and I hope my videos help you get great tasting shots!

[@christie140]

You are courageous to talk about your experience. I still can't talk about mine and it was 7 years ago. Wishing you all the best.

[@stanleysparkle6951]

Vanity project crashes into reality mountain. A village coffee shop could get away with serving freeze dried coffee, with filter coffee for those who want something more upmarket. I'm not joking.

[@piratesmvp]

Exactly, that's the way I would have approached it if I were starting a cafe in that location. I wouldn't even bother doing my own roasting to cut down electricity costs. Pre-roasted beans from a good location would be more than enough for a basic village cafe shop.

[@wiggybends3632]

Shop does not look welcoming - also , work in a industry first, you will see all the unknown aspects of the business - especially the negative ones

[@WhimsicalShark]

Just my opinion and I am in no way a coffee expert but in my humble experience as a customer - the best coffee shops are the ones that are like home where you can sit down and spend a while there fannying about. The bauhaus/post-modern/IKEA/minimalist design just doesn't work. I'd rather go into a coffee place with books, a wonky table, an old comfy couch and a nice welcoming vibe. A lot of coffee shops focus on the wrong thing - the coffee. It's like a pub, people don't actually like the taste of beer all that much they just like to go there for the atmosphere and experience. Just look at the speciality craft pubs, people don't really like them all that much. They lack character

[@joannlarson6386]

I really miss the coffee shops like that, and the book stores right by them.

[@bman3483]

You can't have coffee shops like that at all anymore. Today if you create the type of place you describe it would instantly be full of stinking criminal homeless people. And in most cities you can't keep or throw them out. What you describe exists only in your memory. It is only a story to tell your grandchildren.

[@USA79999]

Then you have the laptops hogs who sip 1 coffee and use the space for the full day

[@ZaoZaoification]

@@bman3483 there still are some, in small and homogeneous society

[@ChainsawDoggo]

There's tons of character in the fancy cafes, certainly in my area. You seem to just have a very specific preference. My (very non-homogeneous area @ZaoZaoification) has so many options, each reflecting a different vibe and character as diverse as the people. I love it! So many options, It's fun to explore and I damn well care about the coffee (I ain't treating myself to room vibes, gimme a damn good cup of coffee). I've explored a cafe similar to your aesthetics that also didn't care for their coffee quality. Popular with old people but not for me and that's fine, everyone's got their own preferences. But your preference is definitely not the type Charlie would've wanted (even as a customer himself). There's tons of actual coffee lovers who'll spend more for a good cup, and that's the group he needs to get better at connecting with if he ever try's again.

[@dawnfoster6530]

I still can't talk about my failed coffeehouse/bakery/cafe. I put my whole heart, time, and savings/retirement into it - just heartbreaking. Thanks for sharing your journey...

[@lucy8584]

You can always try again later. You won't be starting from zero. You will have past experience and more knowledge. ....pfff just take a break to regulate emotions and try again.

[@johngoldsworthy7135]

@@lucy8584💯

[@patty109109]

@@lucy8584true but the learned experience is likely “don’t try it again”. Making a coffee shop/bakery profitable is damned hard.

[@jonnydoeson5562]

With respect, that’s a very defeatist attitude. What in your opinion caused it to fail?

[@tanelpolts7257]

@@jonnydoeson5562 a defeatist attitude? Yeah, keep sellling sand in the Sahara, optimist.

[@danshalev7]

Mate good job. As someone who had a small business that closed it hurt a bit to hear you had to get a “real” job afterwards - be proud of yourself, you had a real job in your venture!

[@DanielGarcia-kz6qw]

I am from El Salvador, I am really happy that our coffee is all around the world and that wonderful people like you can try it. All the support👏

[@rand0mati0n]

You’re definitely on the correct wave in terms of what the U.K. needs in its coffee culture - high quality, specialty coffee that is consistent, with basically no other extraneous services. But the location was literally the opposite of where it’s needed - I’d kill for a place like this near me in London. In fact there is one that’s just opened, but the coffee isn’t nice enough; it has the “look” you described, but the baristas are inexperienced. There’s already one near my office in St James Park called Formative - that is literally this concept with 3-4 tables thrown in, and further along in its journey. Barebones, quality single product offering businesses like this belong in hole-in-the-walls in major cities, with heavy corporate footfall. If you try again, please come to Wimbledon and I will be there literally every day.

[@jankoodziej877]

I don't get people startng a coffee or a restaurant with a place for basically 4 people in it. How high would the prices have to be for such a small place to pay for the salaries, equipment and everything else? I do realise it seems to be a safer route, with smaller rent, but it's actually more risky in the long run and if you can't afford a bigger place it's probably best to not do this at all. It's not an easy business even if you have a lot of money.

[@sophocles1198]

Grab and go can work, but not at this location.

[@VictorChavesVVBC]

And not at this price point / specialty target audience

[@AutisticMorty]

I mean, did you even read a book about how Starbucks became successful before you started? People aren't paying for the coffee, they're paying to lease a table and wifi for 30 minutes. And if they don't sit around and use your space, that's just a freebie. "We don't have money for a fancy space," there's your problem. The space matters more than the coffee.

[@Johnwicker1903]

The reason why it failed is the interior design. It looks like a white wall apartment.

[@fanban2926]

Exactly

[@benm3382]

First of all, I really respect the investment you made in giving this cafe a go and the courage to talk about it after it closed. That said, my reaction from looking at the video is that the cafe looked a bit sterile. They say don't judge a book by its cover, but frankly life is too short and complicated not to! You really focused on serving a superior product with high standards, but the real commodity in that neighborhood probably would have been a warm and inviting atmosphere. When I see a coffee shop that's too plain and simple, it gives me the sense that it's transient. It may have worked out better for you in the city where a certain percentage of people want the best quality coffee with no frills, but I think the real product in your location would have been the third space.

[@LemonMango]

I worked for a big coffee roaster who wanted to try a portable pop-up espresso/brew location in the country. It was fun, but we faced many of the issues you explained (dialling in espresso in an open space in the summer was the worst). Even with the big name/branding and access to top notch equipment, the spot only lasted one season before they relocated. There were locals who came by often, but it wasn't enough. Even the city folk vacationing there didn't help profits much. Good on you for trying. That looks like a huge challenge.

[@Urufu-san]

I‘m a coffee aficionado and only make specialty coffee for myself at home with my fancy gear. I know I would have to charge 10 € for an espresso to make a profit if I sold specialty coffee out of my kitchen window, so there’s no way I would EVER see a business solely based on specialty coffee generating enough profit to make a living. But it was gutsy - yet naive- of you to try! So kudos for that.

[@jenayrandall9358]

No offense but I think you needed a lot more business training. A lot of assumptions were made on your part. You seemed to focus a lot on the product, but not enough on the customer. No customer, no product. People saying they “want a coffee shop” is very vague. That might have meant that they wanted a place to sit down. Did you offer anything else besides coffee? Pastries? What were the ages of the villagers? What was the minimum amount of customers needed to break even? What time do they go to work? The ambiance of your coffee shop also did not give maximum cosiness. There were a lot of things you could have done to up the coziness and high quality feel on the cheap.

[@ACinDorset]

10/10 for being brave enough for making a video explaining the issues of how this business failed. Budding entrepreneurs can learn a lot more from what went wrong stories, than success stories. This is my cautionary tale: I had a bakery/ coffee shop/ cafe in Dorset that I bought as a going concern, increased turnover to about £220k pa, then sold it 3 years later. The coffee machine cost £3000, the filter cost about £100 and needed replacing every 6 months. Rent was about £32000 pa (prime spot on a square/ High Street position), rates £10500, 2 full time, 5 part-time staff. But it is exhausting, opening 6/7 days a week, constant staff issues, maintenance costs on ovens, display chillers, air-con, dishwasher machine etc., staff stealing from the tills, managers forgetting to lock up properly or leaving ovens on, dealing with the 'sharks' that prey on new and start-up businesses (like firms that claim to reduce your business rates). Also, commercial leases have clauses that continue the liability for rent payments, even if you close the business or sell it on to somebody else who then stops paying the rent (YOU ARE STILL LIABLE FOR THE RENT IN MOST LEASES).

[@fasilkhan1854]

Great insight, thanks 😊

[@ChainsawDoggo]

Sorry to hear about that but thank you for sharing! Good to hear a more nuances comment than 'make it pretty' or 'just sell cheap coffee.' I'm not an owner but I have a friend who's doing alright so I'll add something to the conversation: Charlie's right that community plays a big role. My friend is not rich but he is a very sociable and overall great guy. This gave him a gave him a great deal of network and support when he opened his shop (made a lot of coffee specific connections working a few years in different cafes on top of improving his coffee game). The landlord, handyman, logo designer, website, marketing, business plan, sign and menu creation, all of it through fantastic working relationships he maintained in his social circle, friends/family, and broader community (1 of whom was his ex-boss who owned a quality cafe). Also a tip for people, you can make a decent looking cafe with low funds but that's also a skill on it's own. My friend managed to make spray painted cheap wood look decent when he was starting off (you couldn't tell it was cheap unless you were behind the counter 😂). Been a few years now and he still works long hours building his cafe (super passionate about coffee and quality). Not a rich success story but one that's still chugging along and improving every year. Cafe's has a decent stream of customers for their location, and 1 of the top cafes in his city ranking (if not THE top but I'm not up-to-date on the latest ranking) which is great success in that regard.

[@goldstandardaviation1667]

Everyone wants to be their own boss until it isn't fun anymore.

[@laypyu]

You’re absolutely right. Once over the honeymoon period and into the grind, thats where your nerves shine. Either it will be nerves of steel, or nerves of bubblegum. Not the best place in the world.

[@ronaldreagan-ik6hz]

and the political left likes to call profit -- stolen labor-- yet they dont see the downsides of business.

[@toonman361]

My favorite coffee shop is a community based one where I can sit and drink, possibly meet with people. The clips you showed made your place look very small with no seating. I would probably not go. My loss really.

[@imthelizardking]

People don't want good coffee; they just want not bad coffee. Most people are used to drinking Keurig; simple as. If you are simply as good as that, you will be known as the place with delicious coffee. Fancy coffee is good, but sometimes people misunderstand that a lot of times, average coffee is almost better because it is safe and comforting for most people. The day might suck, you're a thousand miles away from home, nothings going and then you get a cup of coffee that tastes just like the one you drink everyday at home. It's like a warm blanket, a little shelter from the storm.

[@dariusx4829]

Great comment 💯👍🏾

[@ChainsawDoggo]

SOME people don't want good coffee, SOME of us do. Average (even below average) coffee has it place, like when it's just a typical work day and I need caffeine hit on the cheap (and only if the price matches the lower quality). It's not safe and comforting to me, it's just a cheap substitute cause there isn't anything better close to work. Quality coffee IS the one I drink at home. The type I go for when I'm out and feel like treating myself with an equally delicious baked good. That's my warm blanket.

[@JustAnotherRoger]

First of all, if you want me to keep coming back in a coffee shop or cafe, my number 1 criteria is a cozy environment or space. I couldn’t care less if the coffee is not that great. I can make my own exceptional coffee at home since I have wonderful coffee machines. However, being in a coffee shop is all about relaxing and trying to stay away from home for different reasons. If the coffee shop space is too boring and feels like I’m staring at a wall with few absolutely horrendous basic printed pictures, then that space is not worth spending my entire day with. I live in a small historic village with a population of 1500 more or less with 1 coffee shop and 1 bakery in our town square. Both the coffee shop and bakery did a great job of creating an interpretation to how the word COZY can be translated in an aesthetic theme without breaking the budget and without disconnecting the business space away from the character of the town. More than 2 decades and both the bakery and the coffee shop are still thriving. People keep on coming visiting everyday like it’s a routine because the space is so cozy even though the furnitures used are mostly vintage or old. People in small towns and villages are not particularly a fan of modern minimalist spaces provided the obvious demographics. It’s a cafe not a gym.

[@pmcbMadeInIreland]

The people I respect the most are not those who have made it ‘big’ but are those individuals who share their knowledge about the journey so that others can be inspired to do something good and wonderful too. Kudos to you for sharing your journey, it’s a pity it didn’t work out but I have no doubt you have the insight to learn and become a richer person for it. That’s the single most important aspect of life. Best of luck in your new adventure, I have signed up.

[@homecafecharlie]

Thank you, and yes I know I made a lot of mistakes but every new business will carry with it lessons from past mistakes. It's just a matter of time and continues curiosity and effort

[@RealGeorg3]

This is just a tragedy. Build it and they will come. That is the vibe. Its painful, honestly. You mention early in the video that you attempted this in Hilton, Cambridgeshire. The population is approximately 1100 people. And from what you've shown us you had a nearly unmarked, side room in a residential area. With a small budget you could have made a mobile set up, that you would have actually owned. Instead you rented the side room that required your time and money to renovate. Its agonising. With a mobile set up, literally a converted ice cream van, you could have gone to hipster beauty spots around Cambridgeshire and been selling to urbane millennial walkers and gen-Z ramblers who were venturing out of the city. If that had worked it could have been a beach-head for the operation you actually wanted in the longer term. Christ, this is just murder to see.

[@atomicclockagency]

Never has "don't let the perfect be the enemy of the good" rang truer

[@andrewwatkins5873]

Don't kick yourself too hard Charlie - very few businesses kick on from foundation. All of the things you've described I went through with furniture. And still learning. Keep your chin up and as a new subscriber I'll be paying attention to your next chapters!

[@PatrickLaFratta]

I’d never heard of this channel, but this video showed up on my KZbin feed, for some reason. Very helpful, great content, with smooth, efficient production. Thanks for posting.

[@xbriskx]

Haha yes algo got me too

[@peterdelaney-cn9td]

Me too

[@failyx1]

Same

[@vapor4]

Spam comment

[@Shawn-o4z8y]

I was talking about coffee yesterday and today WokeTube suggested this vid 🎉🎉🎉

[@personalfreedom2700]

After running businesses for 20 years ive learnt that the marketing has to revolve around providing potential customers with the ability to sell the idea of buying to themselves, this sounds obvious but new business owners are often overly concerned with their own perceptions of themselves and they often stand in the way of their own success with this self-criticism … its hard for business owners to believe that its not about you as an owner, its about clear product information, reviews and quality assurances with as many regular discounts and promotions as possible to allow people to establish certainty in their own minds. Also if you try to be too personal with customers it will make them feel uncomfortable overtime even though it feels like you are building relationships, so you often need to keep a professional distance from everyone so you keep your own perspectives clear, and they feel unobligated to keep coming back.

[@jasperpike242]

Alas listening for 5 mins made my heart sink. Starting on a shoestring is impossible. Location is paramount and cheap rent tells you all you need to know about footfall. A case of perfect is the enemy of good is all too true.90percent of people can't tell good coffe from Nescaf. It was not a caff it was a kiosk

[@robertschriek1353]

You focused too much on the coffee.

[@contentdesignwizardry2458]

Dude very strong to make this video after this and gracefully showing this to the world! I think this is what people need to see and hear because often we just get the success stories. But success only comes from setting many many details right, and most of those are probably initially wrong. The realistic version is always the best example to learn from. With this you are doing many overly optimistic entrepreneurs a great service.

[@TheBanwait8]

That looks like the saddest coffee shop...

[@dabneyoffermein595]

They gave it a try, you have to give them credit for that.

[@cassidythompson5606]

Fantastic wisdom - as an ex barista who did happen to work at a failing start-up coffee shop, I can confirm that. Thank you for sharing with us. Oh, also the comment you made about being passionate about coffee for the sake of loving coffee, I resonate so much with! Coffee people will always find coffee people. ❤☕️

[@justinsayin3979]

_Coffee people will always find coffee people._ Yes, but even if you find them, there aren't enough in a village of 1000 to support a business.

[@germain9074]

The mobile coffee trucks always seem to make a killing. They literally just pull up to whatever crowded area, business area, festival, market, concert, street, beach, etc. and sell. Location not working? Pick up and go a mile down the road. I dunno.. I'm confused why I don't see more of them and why people don't adopt that business model more.

[@Darkroom48]

It all depends on your country's laws. In the UK where this video is you need a licence from the local council which will specify the location you can operate from if it's public land. You can't just setup at any location you fancy that particular day.

[@MicroPharm]

I have always had the dream of owning a coffee shop but ended up becoming a pharmacist instead, this video was a great insight into the difficulties that come with trying to grow a coffee shop and there are a lot of lessons to take away - good luck on your journey! Subscribed!

[@domp51]

I've just sold my successful restaurant after 20 great years. Imho what matters by far the most...BY FAR...is location. Repeatable quality in food and drink, excellent and motivated staff and atmosphere are vital. There are no prizes for cleanliness, it's a given. Expect to loose money for several years and don't get carried away by initial success, after the initial excitement dies down is when it gets tough. If you get all of this right it's a licence to print money, anda lot of fun.

[@diazalex5314]

You focused on the art of making coffee. Starbucks focused on the vibes of a coffee shop. Restoring 2nd hand patio furniture and focusing on the garden might have been a cost-effective move. Still, most people never even tried to get their dream. Good luck

[@lordn22]

Dude if you want a thriving small buisness coffee shop you want to be open at 5:45 and prepare toasts and other simple breakfast items. Industrial workers usually start early shift around 6 offices open at 8 you want to be up and running as these people are going to work so they can pick up stuff. Opening at 8 is simply too late.Look at the small bakeries and coffee shops that are killing it. They offer what Starbucks and coffee fellas can't. A quick stop on your way to work

[@indistinctchatterfilms]

Bro, risk is hard but it's the right move. I'm glad you opened this shop and learned a lot. Now you have some good wisdom to pass along! Thanks for making this video!

[@davidinwashington]

In the US, a huge number of workers are hard at work before 8 AM. Heck, I think that's when Starbucks workers take their first break.

[@dabneyoffermein595]

they have different work hours over there, cheers!

[@chelsraknrl4218]

Wow. Thank you for this. I have no plans of opening a coffee shop nor want to start any business at all but just the courage and thoughtfulness of you sharing your experience is worth the time and the additional knowledge! Hope your book goes well!

[@cobyporschifer221]

The 1st picture looks like a storage unit for old painting equipment I didn't even realize that that was your actual shop. You even said yourself that just looking at pictures online could tell you the quality of the coffee and the place. And opening at 8am ??? Most coffee shops here in America open at.5:30am BECAUSE PEOPLE HAVE TO BE AT WORK AT 7AM 8AM . This guy.reminds me of someone who has a " Family Recipe for spaghetti sauce " And decides to open a restaurant when they never even worked in one. Painful the ignorance.

[@murfnturf23]

I thought the same thing. When he said renting a place, I thought it was for living, not his actual shop.

[@KamisatoElias]

Sounds contradictory but I still felt inspired after watching this video. The fact you put into practice what a lot of coffee lovers would only briefly dream of and then give up, is very commendable. Despite how easily it could fail, I 100% would try opening a specialty coffee place if I had a load of excess cash (in many decades to come haha)

[@Ontological1000]

I've always wondered about the economics of cafes. The amount of coffee you have to make, just for rent and energy, before staff wages and input costs, is so much I can't wrap my head around it. Thank you for sharing the details. Thanks algorithm for bringing me here. Wishing you all the best for you next endeavour.

[@RealGeorg3]

​@Lookup2WakeupI agree. Places like this need to be making coffees hand over fist to stay afloat. As has been repeated in the comments, most people who start a small coffee shop like this are already very wealthy.

[@tanelpolts7257]

As an independent cafe, as a rule there are two types who survive: 1)The ones with a wealthy owner who has no problem with losing money in it. 2)Money laundering fronts.

[@Electricdreams21]

Mobile coffee vans and trailers are often much more profitable particularly if you're on your own and can do local events. Hardly any overheads after the initial purchases

[@arsaurabh6044]

Thankyou for sharing. Cafes and restaurants are some of the toughest businesses. I also opened a cloud kitchen and restaurant in Bengaluru, but unfortunately, we had to close it as well. The lessons I learned were varied, but the biggest ones were that it can take a long time for word of mouth to spread, and it's an expensive and exhausting journey.

[@thru_and_thru]

Wow this was super interesting and as somebody who has worked in a few cafes years ago and always kind of thought of maybe owning one some day, this really answered a lot of questions I had. Thank you so much for being so transparent and sharing your experience. I’ve always thought it must be a really tough business and like any service industry business there are so many variables like location which can make or break a business. I lived in NYC for over a decade and used to work in cafes there. I remember this one cafe that was slammed all day every day especially during rush hours. The coffee was completely mediocre at best and they really didn’t care too much about dialing in espresso or anything beyond basic coffee drinks. However they were located right next to one of the busiest stops on the L train in Brooklyn. Two streets away another cafe opened which had the best equipment money can buy along with a huge roaster in the back room. There coffee was excellent and I would go in there and think “damn…who paid for all of this?”. After getting to know the baristas I learned that there were 2-3 investors who opened the place. One year later they were closed suddenly overnight and just left a post on their IG to thank the customers who came in. Pretty brutal! The cafe down the street beside the train is still thriving and busier than ever the last time I checked.

[@homecafecharlie]

It's not an easy business but once you get going it can be very profitable. We just never got going. Next time ;)

[@thru_and_thru]

@@homecafecharlie absolutely! Sounds like you learned some really valuable lessons that you will take with you on your next venture. Wishing you all the best!!

[@andresdigi25]

@@homecafecharlie do you still believe in a small coffee shop? i am the edge of open one. Better place than yours(bigger, open, seats, and nice view) , but not fancy hardware(a normal espresso machine and regular ovens and stuff like that). But looks like a lot of people here think this market is over saturated and there are not opportunities for new business.

[@gabew3744]

@@andresdigi25I do think certain cities have an interest in nicer coffee over run of the mill, but realistically basically zero of your customers could name the make/model of a single commercial espresso machine. Location has to be the top factor (vibe and such is part of that, but also just convenient access and visibility, and not having too much competition nearby) It’s also very important to be serving the drinks people actually want, not just what you think is good

[@KushalJoshiP]

Charlie, long time watcher here, I for one love your content. Anytime I get a notification that you have uploaded I drop everything and jump over to watch your newest video. I appreciate your in depth videos, insights and most of all your honesty. I think the turning point for me was your 078S review where you went against the grain and moreover personally helped me make a decision on my grinder via instagram chat. I still appreciate that interaction to this day. Signed up for the Brew Ledger, would be a wonderful pairing to my coffee setup. Cheers from AZ, USA, and keep kicking ass!

[@homecafecharlie]

Thank you so much!

[@coreysokoloff5247]

I enjoyed hearing about your cafe. I can relate as I closed up my roasting company after 3 years. And hindsight is 20/20! I will say that listing the equipment as one of the top reasons (ahead of location ) for it not succeeding was surprising. I’ve see local shops here that crush it with used equipment. Not top of the line machines and put out quality drinks. Location, commitment, convenience and shared value is what drives those shops. Glad to see your passion is coming back. Good luck in next venture!

[@homecafecharlie]

I think the equipment thing was more of a symptom of not having enough money. The cafe wasn't the nicest looking, so I'm sure a lot of people wouldn't give it a chance and just assume it's a crappy village coffee shop. If it was bright and had that design, nice machines etc, people would have given it more of a chance I think. Even so we just didn't have enough money to get to the break even point where we would have had enough regular customers

[@sunvalleydrivemusic]

You’ve had a huge impact on me during my coffee journey. Happy to have you back, and showing that infamous British resilience.

[@homecafecharlie]

I'm glad my videos have helped you! We're all always learning. I have no illusions and don't know if I'll ever be confident enough to call myself an expert. But the espresso is definitely good 😎

[@toasty2324]

I'm by no means know anything about buisness or coffee shops. However, I recon opening such a speciality coffee shop in a small town like that was never going to succeed, perhaps you knew the general demographic of the town but most towns like that aren't so bothered about such in depth coffee experiences. aslong as the coffee is good, and atmosphere nice, it'll do better I think (I'm assuming you charged a higher price, due to all the variety and expensive coffee beans) I think alot of people value being able to actually sit down in the atmosphere of a coffee shop aslo, especially the elderly.

[@jackywhite9756]

Bingo. Most people are ok with black coffee from Starbucks. Most people don't know the difference. Heck ask locals what single origin coffee is. Doubt they'd know

[@tanelpolts7257]

Agreed. All the talk about "if we only opened in October". F all would've been different. You're still trying to make it in in a basement in B---uck, Nowhere.

[@Jombozeus]

I don’t know why I was recommended this channel because I almost exclusively chug iced espressos. But yea I’m the average paying customer and the only thing I care about is that it looks nice and has seats that make me feel comfortable,.

[@Sanecrist]

I scrolled through until I found this comment before I wrote the exact same thing. Small town people just don’t care about city niche items. And judging by his own market research in Japan, even big cities can’t support it either. The market is too saturated. He probably could have made a successful “third place” business if only he treated it as such. If the owner can’t even stay warm surrounded by hot coffee, what were the locals supposed to do at the front of the shop? The “third space” concept is a home away from home. As in, people hang out there for hours. It’s not about the quality of product, rather environment. Give customers a reason to leave their own living rooms. He could have bought the cheapest pre-ground coffee, mixed dirt into it and, as long as the local bridge and knitting clubs felt comfortable enough to stay for hours a time,- he’d still be in business. But that wasn’t his goal. He thought he’d save the dumb rural folk from their plain, boring lives with his overly complicated concoctions. He didn’t care about small town values. He didn’t bother to understand his customer. That’s why he failed. He would have been better off treating the cafe as a side hustle, then use most of that space as a packing and shipping hub for the freshly roasted beans. He brags about his latte art videos, why wasn’t that the natural progression of things? Sell to the internet clientele. He claims to have friends in the industry, why couldn’t some of them help with that?

[@BobFudgee]

This is so true and so ironic because he was trying to open a cafe that people from LA would be all over but a little town like this couldn't care less and probably just assume coffee is supposed to be bitter.

[@Ultradude604]

I don't live in UK or your village. As I'm listening you said you walked through the cold british winter to open the cafe at 8 before people go to work. Personally, I get up at 7:15 am and arrive at McDonald's drive thru at 7:45 am. Get my 2 extra large black coffee and arrive at work at 8 am. My point is the coffee shop needs to be opened up way before 8 am.

[@crayontom9687]

Nobody in that village was working, they’re all retired

[@willofdeath]

@@crayontom9687 Lots of retirees get up early to walk or just start the day.

[@crayontom9687]

@@willofdeath but not buy coffee, apparently

[@Bashertxo]

Thanks for being so candid. Failure can be so hard to talk about but helpful to learn from. Condolences on the loss of your dad - I’m sure he would be proud of you for giving it a go and being strong enough to own up to failure and learn from it. Keep at it! Success is often the product of many failures. Wishing you all the best! ❤

[@Sgunner88]

When i was in high school, a friend of mine's parents bought the local derelict gas station and set up a coffee shop. It was a success! The town loved it! It was a place that had events but also served breakfast food and always had adequate staffing during rush periods. They had several seating areas in and outside. Then they decided to host a pretty political event... In a town full of people with the opposite political beliefs. Their long list of customers dried up almost immediately. Within half a year they closed their business. I learned an extremely valuable lesson. Politics and small town business does not mix. Even now i see local businesses with campaign signs in their windows a d i think about how that candidate couldn't care less about that shop. But all the locals that dont like that candidate gladly drive past the shop to go to a more neutral one in the city next door. Its a shame.

[@Luke_Horgan]

A couple of things: 1) Very sorry for your loss regarding your dad 2) Thank you for sharing your story. Incredibly inspiring and so generous of you to be so authentic and honest. Truly, great work and thank you. 3) I love your comments about "The Promise" that's made between you and your customers. This is something I highlight in my book about building experiences and communities and your point of view really resonated with me.

[@ilmunaifi]

I think the major 2 issues was opening in a village, and minimal seating and space

[@TheSoonyGirl]

thank you for sharing ❤ invaluable information, and awesome to see all the comments adding other recommendations for anyone thinking about starting a local business. good luck with your book!

[@user-iu3wp6gj2l]

I am from New Zealand...we love our cafes and coffee. The ones that do well have great food. I bashed my way through a lot of the comments and found none discussed food quality. The busy cafes have the best food.

[@SP.Learning]

Bro went all in. Honestly i'm impressed because i've never been in a coffeshop with so many option and high quality. I think if he went to a big city he would easily stand out because of the superior quality. But it'd require a lot of money and waiting. Maybe a raisefund??!

[@madeinbrechin]

Why on earth have you ordered a few hundreds books?! Order 10, sell those, order another 10.

[@VDemon-tr2dk]

I don't know how this video even got into my feed, I'm not even a coffee drinker (off from coffee for about 1.5 years now) but honesty of your work is through the roof and your struggles are very related to our other business we do, - post covid and energy crisis combined with low customer financial confidence in market now. I know when you put your best forward and it is simply not enough... It is extremely sad that you had to close down something where you put your all off your heart in....

[@jordanl5341]

The first interior shot solidified why you failed. Looks like crap on the inside, would never step foot

[@frankfahrenheit9537]

It's so obvious, isn't it? And none of his friends told him that this is a bad place to run a cafe? Actually it's not a cafe, it's a takeaway. Instead of not hurting his soul by tellimg him "search for another place" they let him run against a wall. Great friends!

[@hillarywhite7515]

That was the first thing I noticed as well. It just looked so SAD. Even the paper cups looked like something you would serve cheap drip coffee out of. I don't get how a man so brutally myopic about the details of coffee didn't even notice that his cafe and service was uninviting. Also, opening a coffee place at 8 AM? That's hilarious. Dude needed to open at 6 AM at the latest.

[@Atraa]

Unsure how this came onto my feed. But I love coffee and am a regular at two places in my town, so I watched. Much respect for you for explaining all this, and for giving it a crack. I hope others watch it. It's a brutal industry. Especially in current climate. Best wishes for the future.

[@aps-pictures9335]

If you think 9 months is how long it takes, you haven’t learnt a thing. The coffee shop looked crap and nowhere cosy to sit and enjoy (which is what the big brands do). The warm hub was a poor idea. Your main failure was location.

[@05645ci]

Here's a clue: if you are thinking about starting a retail business, first you project the annual volume of sales thru the first 5 years. Then you project the average sale amount of each transaction to find out how many transactions it takes to reach that number. If your average transaction is under $10 or so, you will likely be out of business very quickly, and you will be working yourself and perhaps your family to death just to go out of business more slowly. By the way, you need to know your costs of doing business from top to bottom. Don't forget you have to pay rent, utilities, employees, and cost of goods sold, and taxes. Retail is brutally competitive, and you better be the only coffee shop for miles, and it better be good. To do $500,000, you have to sell 50,000 $10 sales in 300 or so days per year! No one would open that business with the 2 minutes of simple math above. Don't even get me started on franchises, at least you just go broke if it's your own; with a franchise, you can go bankrupt and lose everything. Lesson #1: Know what you are doing and understand the business before you invest in one. Selah