84. Fear and Risk Taking in the Coffee Business

SUMMARY: In this episode, Ben and Aron tackle the essential topic of bravery in entrepreneurship, specifically for those venturing into the coffee industry. They explore how fear can be the biggest obstacle to starting a coffee business and share practical strategies to overcome it.   From finding a balanced business partner to setting clear benchmarks and ripcord moments, they discuss how to make calculated risks rather than reckless decisions. The guys emphasize the importance of grounding choices in verified metrics, avoiding "back of the napkin" calculations, and developing "bookshelf strategies" to prepare for worst-case scenarios. With insights from their own experiences and a nod to Coffee Experts Academy, they offer a roadmap for aspiring coffee shop owners to navigate challenges with confidence.    Tune in for actionable advice, a shoutout to Houdini Coffee Roasters, and a reminder that you don't have to go it alone in the tight-knit coffee community. For more resources, check out the free Myfirstdrivethru.coffee masterclass or connect with the team at Coffee Experts Academy!   Minute by Minute: 0:00 Introduction 4:11 You will experience fear 6:49 Balance your riskiness out with the right partner 8:24 Have some baselines for risk 10:39 Numbers don't lie 15:26 Bookshelf strategies 18:28 Having the right people behind you