She Wanted to Own a Coffee Shop
I confess up front that I am one of those crass people who continues to drink my coffee even after it has become stone cold. Based on that, many would say that I have nothing of worth to say about coffee shops. But, since I spend an inordinate amount of time working, reading, lounging and just sitting in and around independent cafes I do have some opinions on the subject. There are many varieties and types but a cafe’s popularity with me does not depend as much on the coffee as the ambiance. The size of the tables, comfort of the chairs, amount of available light, availability of outside seating, and of course, free Wi-Fi are all much higher on my scoring chart. But what I like about all coffee shops is that aside from the obvious, unnamed large chains, every one is different and truly reflects something about the personality of its owner(s). It’s still one small business where you can express yourself in the music, decor, menu and theme.
Owning a coffee shop is one of the three most popular small business concepts - the other two are spas and animal-related businesses. Now, think about all three. What do they have in common? They are things that almost everyone likes to participate in -drinking coffee, getting a facial, and playing in the park with the dog. What could be better? That’s the problem. Just because you enjoy doing something does not necessarily mean that you will enjoy owning a business that provides those things to other people.I have a good friend, Theresa, who decided she wanted to be a coffee barista. She quit her job in the nursing field and plunked down a hefty 6-figure sum to buy an existing coffee house in a planned community shopping center. The previous owner had no personality, no sense of decor or ambiance, was frequently surly and rude, and yet had kept the place open for almost a year. Theresa knew that she could do better. I was thrilled to meet her and became a regular customer in short order. But, in less than 9 months, it had a For Sale sign on the door!
She sent me an e-mail about two weeks later entitled, “Lessons Learned” and asked that I share it with other small business wannabes. My clients know that I stress two things in my coaching. The first is to be realistic about what you want your life to be like on a daily basis, and the second is to always get as much information and training as you can find on the venture you are considering. The first mistake Theresa and her husband made was not to learn all they could about the legalities of buying an existing business in a rented space. As it turned out, the seller had no right to sell them the lease. This ended up being a huge, expensive and eventually fatal mistake that really caused the closing of the cafe.But as they were wrestling with this problem, another more important one cropped up. Theresa found after about 90 days that she really hated being a barista and resented every minute that she was forced to stay at the cafe. Here is her list of reasons as she evaluated her experience:
- I like to drink lattes not serve them
- I am a people person and I like people but not all people are likeable and some are downright annoying
- I am a magnet for people needing to talk, vent, discuss their problems, discuss their ailments, frustrations with work, frustrations with their spouses, frustrations with themselves, lonely older folks - you name it - they feel very comfortable sharing all with me! It’s exhausting!
- I can make a coffee house successful or at least a popular place but my shortcoming is cost management. I didn’t learn enough ahead of time about the business side
- I am a morning person but only after 6:30 am!
- I thought a “family” business would be fun and did not realize that the only time I would get to spend with my family was at the business.
- I am not cut out to run a small business like this because I would always have to be hands on and would not trust anyone else to do the majority of the work. Thus I have to work a 10-12 hour day.
- You should always work a business before buying, carefully check financials, never trust a seller and have a lawyer do all the documents
- I made a damn good latte and cappuccino
- Cell phone users can be obnoxious
- Many people have a highly inflated view of their own self-importance
- There are a lot of wonderful people out there who are incredibly generous and kind
- My family is pretty terrific and incredibly supportive of me.“The greatest test of courage on earth is to bear defeat without losing heart.”
Notice that about half the problems are business-related due to their lack of experience and training, and the other half are lifestyle related - even though her teenage children came in and helped after school in the afternoons, by then she couldn’t wait to leave so her time with them was actually less. The happy ending for Theresa is that her former employer was eager to have her come back and she leveraged her absence into a pay raise. What she hadn’t noticed until she lost it was that her job allowed her the freedom to move around town all day on a schedule that she was in control of; at least a couple days a week her assignments were done by about 3 pm allowing her to go home and do things with the kids; she was always home in time to help prepare dinner and enjoy it with the whole family. In other words, she had self-controlled flexibility and freedom to make her daily life work well. Most importantly, in her job as a nurse who helps hospital patients make the move to the appropriate re-hab or nursing facility, she goes home every day knowing that she has improved life for at least a couple of people in a very real way. She now knows her true calling. She and I meet for coffee on a regular basis.

