Vancouver coffee house offers unique blend in tough economic times
"We're doing awesome."
That's how Paper Tiger Coffee Brewers owner Zachary Gray describes his first year in business. And despite a tough 2009-10 for many emerging small business ventures, Gray's optimism in regards to his Grand Boulevard coffee shop might not be misplaced.
According to the Vancouver resident, Paper Tiger has carved out a coffee-flavored niche in a tough market by emphasizing on java beans imported from plantations throughout the world.
"We're not just re-packaging product from someone else and selling it under our name," Gray said. "We're a business founded on specialty coffee – and that means ordering from a lot of different wholesalers and roasting our coffee right here in the shop."
A graphic designer by trade, Gray got into the coffee business as a result of two factors – his love for quality Joe and the fallout from one of the toughest job markets in memory.
Already accustomed to looking in vain for the right blend at the coffee shops he frequented as a graphic designer, Gray one day decided to make his own perfect cup of coffee.
"I figured I might as well drink good coffee if I was going to drink it at all," he said.
When the economy worsened, Gray says that his options as a graphic designer began to look sparse. Instead of fighting for employment, he opted to take his coffee brewing hobby and turn it into a business.
Thus, Paper Tiger was born.
So far Gray says his strategy of relying on specialty coffee not easily found elsewhere has drawn in enough business to merit hiring additional staff.
Gray also cited his coffee shop's location as a contributing factor to his business' sticking power. Placed amidst a mix of residential and commercial properties, Paper Tiger has a diverse clientele which includes residents, office workers and area business owners.
And while Paper Tiger may be the area's "best-kept secret," for this coffee shop owner, at least, the status quo isn't good enough. Instead, Gray says he wants to keep pushing forward.
"Specialty coffee is a market that's seeing a lot of growth right now," he said. "We stagnated a bit in summer, but in the fall more people start drinking coffee, so we're looking forward to a really strong season."
Despite the difficulties associated with running a small business, Gray still sees possibilities ahead for himself and others like him.
"Learn your craft, have integrity, and don't quit," he said by way of advice for other small business owners. "Those have always been the most consistent aspects to keep in mind."
