The tech YouTuber who opened a coffee shop | The Vergecast

The Vergecast Discusses Cold Brew Coffee and David Hogan's Career Pivot

• The idea of making overnight oats and having breakfast ready in the morning is helpful, especially with a kid in the house, and the same concept is being applied to making cold brew coffee (17s).
• The process of making cold brew coffee seems simple, but it's actually complicated with various ratios, steeping times, and equipment to consider (57s).
• The Vergecast is discussing coffee in this episode, which is the second episode in the "How to Make It in the Future" miniseries (1m20s).
• David Pierce is talking to David Hogan, also known as the Unlocker on YouTube, who has been a tech creator since 2009 and recently opened a coffee shop in Brooklyn (1m29s).
• David Hogan's career pivot from being a YouTuber to opening a coffee shop raises questions about marrying content creation with small business ownership (1m43s).
• The conversation with David Hogan covers topics such as being a creator, coffee shop owner, and how the grind of YouTube affects one's career and life goals (2m17s).
• The episode is sponsored by AWS, which provides the power of generative AI for teams to get fast answers and drive real results (2m51s).

Visiting David Hogan's Coffee Shop in Greenpoint

• David Pierce visited David Hogan's coffee shop in the Greenpoint neighborhood of Brooklyn to discuss his career and the coffee shop (3m13s).
• The coffee shop is located on a residential street with Brownstones, making it easy to miss (3m27s).
• A visit was made to a coffee shop with a minimalist sign featuring a white coffee cup emoji and a green check mark emoji, indicating a hipster-style coffee shop (3m40s).
• The coffee shop served a "Founders blend" coffee, which was found to be on-brand, and a bacon egg and cheese personal pie made by the owner, David, which was delicious (4m11s).
• The coffee shop had fast Wi-Fi, numerous outlets, and suitable coffee gear, with few complaints (4m38s).
• David, the owner, arrived at the coffee shop at around 10:30, gave a tour of the place, and showed off various features, including a production studio, kitchen, and podcast booth (4m54s).
• The podcast booth, which was obtained at a discount in exchange for promotional use, is large enough to fit four people and three cameras, and it also serves as a sales floor (5m35s).

David Hogan's YouTube Career and Content Style

• David started his YouTube channel as a tech channel, but began incorporating vlogging-style content, including battery tests and camera comparisons, which eventually became part of his persona and brand (6m15s).
• David's content style is described as a mix between Casey Neistat and Marques Brownlee, with a focus on showcasing features of new devices in a non-technical but engaging way (6m47s).
• The visit to the coffee shop culminated in a recorded podcast episode with David, where he shared his story and the origins of his brand (6m6s).

The Origins of the "Coffee Check" Catchphrase

• During the pandemic, a tech YouTuber was filming videos in their apartment and eventually lost interest in filming at the same location, so they started filming outside and naturally incorporated getting a coffee into their videos, which led to the creation of the "coffee check" catchphrase (7m10s).
• The YouTuber didn't intentionally create the catchphrase but rather it happened organically, and they were surprised when viewers enjoyed it and started expecting it in their videos (7m58s).
• Viewers would comment on the videos, asking where the coffee was if it wasn't included, which made the YouTuber realize that coffee had become a part of their content (8m14s).
• The audience's reaction led the YouTuber to consider how to expand on the coffee aspect of their content, but they didn't actively pursue coffee sponsorships or merchandising opportunities (8m39s).
• The YouTuber has been fortunate in having sponsors approach them, rather than the other way around, and although they thought it would be cool to have a coffee sponsor, they didn't actively seek one out (9m12s).
• The YouTuber did partner with Aeropress for a video integration, which they were excited about, but it wasn't a result of actively seeking out a coffee sponsor (9m26s).
• David, the YouTuber, has been incorporating coffee into his videos for a long time, often starting with a montage of him getting coffee at a cool place in New York before saying "coffee check" and beginning the main content of the video (10m5s).

From Creator Space to Coffee Roastery: The Evolution of David's Business Idea

• David, a tech YouTuber, initially considered opening a space for creators to collaborate and inspire each other, but the business model didn't seem viable due to the need to limit the number of members and the high cost of New York rent (11m29s).
• After realizing the creator space idea wouldn't work, David thought about alternative uses for the space he had found and considered opening a coffee roastery, as he already had a passion for coffee and it was part of his brand (12m13s).
• The idea of starting a roastery appealed to David as it would allow him to create something with his hands and sell his own coffee as merchandise to his audience, potentially becoming his own coffee sponsor in his videos (12m31s).
• David describes the coffee roastery as a side project that ties in with his YouTube content, but it's unclear whether the roastery or YouTube is now the main focus (13m10s).
• David's love for coffee started with being a coffee snob and experimenting with different brewing methods, such as AeroPress, before eventually deciding to open his own coffee shop (10m41s).
• The coffee shop is now a reality, and David is sitting in it while recording, which is a testament to his passion for coffee and his decision to pursue the roastery idea (10m35s).

The Motivation and Challenges of Opening a Coffee Shop

• The decision to open a coffee shop was made despite already being busy with YouTube, and it was not the best idea, but it was okay, (13m11s).
• The ambition behind opening the coffee shop was not to create an empire, but rather to do something good that felt right and generated revenue, with the main goal being for the shop to pay its own bills, (13m43s).
• The idea of opening a coffee shop was not about building an empire, but rather about doing something that felt good, (14m6s).
• Many people have dreamed of opening a coffee shop, but it's another thing to actually find and lease a space, decide on a concept, and pull it off without turning it into a grind, (14m32s).
• The process of opening a coffee shop involves finding and leasing a space, deciding on a concept, and figuring out the details later, (14m48s).

Transferable Skills from YouTube to Coffee and the Genesis of "The Roastery"

• The creator, David Kogan, has been a YouTube creator for a long time and decided to get into the coffee business, but it's not clear what transferable skills he brought from being a YouTube creator to becoming a coffee roaster, (15m50s).
• David Kogan mentions that his love of data is one transferable skill that he brings to the coffee shop, which he thinks is healthy, (16m44s).
• The idea for The Roastery coffee shop originated from the realization that the space had frontage, which is essentially street access and a door, making it suitable for a coffee shop where people can buy and hang out. (17m2s)
• The decision to open a coffee shop was made casually, with the lease being signed about three months after the initial idea, and the process of learning and preparation began immediately after. (17m39s)
• The first step taken was to learn as much as possible about coffee, which involved attending coffee events, conventions, and classes, including roasting and barista classes, to become certified in certain areas. (17m58s)
• The lease was signed in December, and construction began a few months later, with the process taking around 8 months to complete, which is a relatively short period in building terms but a long time in YouTube terms. (18m33s)
• During the construction process, time was spent flying to coffee expos, taking classes, and learning as much as possible to prepare for the coffee shop's opening. (18m42s)

Balancing YouTube and Coffee Shop: The Grind and Burnout

• The experience of working on a long-term project like the coffee shop while also trying to maintain a presence as a YouTube creator was challenging, as the two timelines and demands are very different. (19m50s)
• Running two businesses at once, such as a YouTube channel and a coffee shop, can be a challenging and draining experience, with burnout being a common occurrence (19m58s).
• The constant grind of creating content for YouTube can lead to burnout, with some people experiencing it every three months, and it's a normal thing that many creators are used to (20m31s).
• Some people who burn out on YouTube try to diversify by creating a product or doing something different to use a different part of their brain and reset (20m46s).
• The desire to do something hands-on, like working with sourdough, is a common reaction to the grind of working on the internet (21m26s).

The Coffee Shop's Production Space and its Evolution

• The coffee shop has a production space that takes up around 50% of the square footage, which was part of the plan from the beginning to differentiate the business and provide an additional source of income (21m50s).
• The production space was designed to be a rental studio with a kitchen, which is a unique feature that sets it apart from other studios in the area (22m26s).
• The coffee shop also has a podcast booth, which is another feature that can help pay the rent and provide an additional source of income (22m35s).
• While the production space was initially intended for filming YouTube videos, it's no longer needed as most videos are now filmed outside (22m55s).
• The coffee shop was initially intended to be rented out to help pay the rent, but it was also designed with features that could benefit a YouTube channel, such as a kitchen with a standard oven width to accommodate appliance videos (23m2s).
• The space was designed to be versatile, with elements like a fridge positioned to allow for a double-sized replacement, and a lack of mounted TVs to facilitate TV reviews (23m31s).

Branding and the Relationship Between the Coffee Shop and YouTube Channel

• The coffee shop's name, "Coffee Check," is a reference to a phrase often used in videos, but the connection to the YouTube channel is otherwise minimal (24m10s).
• The decision was made to keep the coffee shop and YouTube channel separate, avoiding the perception of the coffee shop being an "influencer" project, and instead allowing it to stand on its own (24m50s).
• The goal was to create a coffee shop that could be enjoyed by locals without being overtly connected to the YouTube channel, with the name and symbol serving as "Easter eggs" for those familiar with the channel (25m30s).
• The YouTube channel can still be used to promote the coffee shop, but the intention is to keep the two entities distinct, with the coffee shop being a separate business that can thrive independently (25m44s).
• The coffee shop is a unique venture where the patrons know the owner through a YouTube channel, which can be both an advantage and a challenge (25m58s).
• The owner feels the need to apologize for promoting the coffee shop on their channel, as it may come across as an advertisement, but the audience has been supportive and encouraging (26m7s).
• The dynamic between creators and their audience can be complex, as people may visit the coffee shop due to their attachment to the owner, which can be used for good or evil (26m56s).
• The owner's goal is to make the coffee shop successful on its own merit, without relying on their YouTube influence, and to create a sustainable business that can outlast their online presence (27m52s).
• The owner chose not to document the process of building the coffee shop on their YouTube channel, as they wanted it to stand on its own and not be influenced by their online persona (27m33s).
• The owner has a long-term lease for the coffee shop, which they intentionally secured to ensure the business can grow and become a part of the neighborhood, regardless of their YouTube channel's success (28m37s).
• The coffee shop is also seen as a retirement plan, with the goal of creating a sustainable business that can continue to thrive even after the owner's YouTube channel is no longer active (28m52s).

Balancing YouTube and Coffee Shop: The Current State and Future Plans

• David Kogan spent 8 months creating a coffee shop from scratch while maintaining his YouTube channel, and the shop opened in late August with people visiting and finding it on Google Maps (29m30s).
• Kogan now has to decide what he wants the coffee shop to be and what will become of his YouTube channel, as well as what he wants to do with his time as a YouTuber and coffee shop proprietor (29m51s).
• Due to the tech industry's fast-paced nature, particularly during "Gadget season," Kogan has had to make these decisions quickly and intensely (30m9s).
• Kogan has been trying to balance running the coffee shop and creating content for his YouTube channel, with only two days in the last six weeks where he wasn't present at the shop (30m27s).
• He has a backlog of videos to create, including ones about the Pixel devices, and is trying to get back into his normal YouTube routine (30m38s).
• To manage his time, Kogan writes scripts for his videos at the coffee shop, films them nearby, and checks in on the shop in between scenes (31m16s).
• He is currently filming all his videos within a short distance of the coffee shop due to time constraints (31m7s).
• Kogan is feeling burnt out from the intense context switching between running the coffee shop and creating YouTube content, but finds the coffee shop work enjoyable despite the stress (31m47s).
• The goal is to achieve a better balance between managing the coffee shop and creating YouTube videos, with the aim of spending less time on the coffee shop and more time on YouTube, while still being involved in both (32m15s).
• The coffee shop is currently losing money and is considered an expensive hobby, while YouTube is paying the bills and has been built up over 13 years (33m6s).
• The goal is not to step away from the coffee shop and focus solely on YouTube, but to find a healthy balance between the two and still have a social life (33m30s).

Burnout, Content Creation, and the Search for Balance

• Burnout on YouTube and in the creator life is common due to the constant demands in many different directions, and people often start making videos because they enjoy it, but end up spending most of their time on data analysis and other tasks (33m54s).
• The options for creators are to grind until they burn out, limit their success on the platform, or try to systematize and outsource tasks to focus on the parts they enjoy (34m21s).
• The goal is not to become a media company, but to find a balance that allows for enjoyment of both the coffee shop and YouTube, without excessive stress (34m51s).
• The coffee shop has forced a need to let go of certain things, and it's not about just talking on camera for a few seconds and walking away, but rather about being involved in the process (35m6s).
• The nature of the videos is difficult to maintain with a cameraman, as it changes the vibe, and the preference is for a more vloggy style where the audience feels like they're coming along (35m20s).
• Exploring new places and making videos about them is enjoyable, and it's not something that wants to be let go of, but rather find a way to hand things off while still being involved (35m40s).
• Creators have an issue with making everything formulaic in order to churn out content, which can lead to burnout and make the process feel unfulfilling (36m2s).
• The audience demands a certain level of content, and the algorithms and industry expectations can make it feel like just delivering the expected thing, rather than creating something new and fulfilling (36m44s).
• The coffee shop doesn't feel the same way, as it's a new venture with a lot of creating and optimizing processes, which is enjoyable, especially when building systems rather than just living in them (37m12s).
• Building systems for the coffee shop and getting feedback from the Baristas is a fun and creative process, and it's enjoyable to solve small problems and find better solutions (37m41s).

Content Creation and the Coffee Shop: A Balancing Act

• The idea of creating content around the coffee shop is considered, but it's acknowledged that it could lead to the coffee shop becoming more of a content opportunity than a genuine business, which is not the desired outcome (38m2s).
• There's a lot of potential content to be created around the coffee shop, such as filming cups of coffee, which could be spliced together to create new content (38m13s).
• The habit of constantly thinking about creating content is acknowledged, and it's recognized that after a decade of YouTube, the world is seen as a series of content opportunities (38m50s).
• The possibility of incorporating more coffee-related content into the existing channel is considered, but it would depend on the audience's response (39m12s).
• Social media accounts for the coffee shop have been created preemptively, as it's expected that some content creation will be necessary to promote the business (39m24s).
• The importance of taking high-quality photos and videos for Instagram is acknowledged, but it's also recognized that this can change the way one thinks about the business when it becomes a lucrative content opportunity (39m36s).
• The goal is to avoid letting the coffee shop become a studio that serves real coffee, but is primarily focused on creating content (40m24s).
• To prevent this, a hard limit has been set to ensure that the coffee shop remains a genuine business and not just a content opportunity (40m50s).
• The idea of creating content in the coffee shop is considered, but it's challenging due to burnout and the need to focus on other tasks (41m8s).
• There's a possibility of creating coffee-related content when things settle down, but it's unclear if it would be on the existing channel or a new one, potentially called the "coffee check Channel" (41m25s).
• The goal is to make the coffee shop and roastery well-known for their quality, rather than being tied to an algorithm or a specific online presence (41m47s).
• The coffee shop and roastery aim to be scalable and not dependent on a single person, allowing for easier management and growth (41m37s).

The Vergecast Episode and Credits

• The Vergecast episode features David as a guest, and the podcast is recorded in his podcast booth (41m57s).
• The episode is part of The Verge's coverage of the creator universe and YouTube, with more information available on the verge.com website (42m5s).
• The Vergecast is produced by Liam James, Will P, and Eric Gomez, and is part of the VOX media podcast network (42m33s).
• The episode is brought to you by AWS, with the power of AWS generative AI allowing teams to get fast answers to pressing questions and drive real results (43m5s).