Silent Coffee

Attention all entrepreneurs. One of you is going into the java biz.

There are no less than 20 coffee shops within a mile of my apartment. Probably more. But you’d be hard pressed to find a difference between them beyond the color of their chairs.

I can’t understand it. Why be the same as the other guy?

There are niches to be had. Consider their customers. I propose there are 3 types: Dashers, Chatters and Scowlers.

Dashers take it to go. They might be the only ones that care about the coffee.

Chatters never drink coffee alone. And with their flock comes the clucking.

Scowlers come to the coffeehouse to work. They’re writing or reading, and no doubt scowling at the jabbering Chatters.

Well scowl no more. Submitted for your approval: Silent Coffee.

Silent Coffee is a no-talking café. There’s no music, cell phones must be on silent, and you write your order down, lest your speaking spoil the silence. There are no gossiping teens or wailing babies. No board games or loudly blended drinks.

Silent Coffee is a workplace, and there will be space to work. Out go the couches and stools. In come desks and tables. The gentle ambiance of delicate light fixtures is replaced by the legibility of a well-lit room. There are power outlets everywhere.

Top it off with a couple soundproof conference rooms for phone calls and meetings. There might even be a couple public Kindles or iSlates, loaded with books and taking requests.

What’s important is that it’s quiet, and a giant chunk of the java market wants it that way. Once these quiet customers hear about Silent Coffee, they won’t risk the noise of any other café.

One last thing, entrepreneurs. Open your first location in Chicago. I need a quiet place to blog.

Until next week,
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Jonathan Rozen