The atmosphere of the place could use some work. Doing something to improve the shop every month as money permits. Last month improvements were invisible to your average customer (fixed a janky ADA door and a few other things along those lines. This month will be a better espresso grinder, so another invisible improvement. After that I have some more substantive comfort improvements that I'd like to do.
They have shitty coffee at school, which is probably good enough for many. There is another coffee shop that gets college kid business in a different direction at a similar distance from the school. It might just be a matter of time. I'm getting a few new students each week but not enough to make staying open even later for them worthwhile or really even justifying staying open to 6.
The shop is minimalist and a bit stark, some people love it, I'm sure it's not to other people's taste. It's painted black red and white. Chairs are wood, tables are a bit on the small side. I'm not about to paint the joint coffee and crema, and take out a loan for leather couches. I don't like the living room coffee shop vibe. I am going to buy a few couches, probably IKEA with removable covers for washing.
It's a rich kid school and the kids seem extremely coddled and socially awkward. I used to work near Harvard and these kids seem to be similarly helpless in social capability but not as bright. It might not be their kind of joint. My best two college customers are both women, one from India the other I'd guess from the world via N Africa. It must mean something that they like my coffee while the rich spoiled white kids are elusive. I'm doing better with faculty.
I have decent WiFi. At some point I might buy a decent chess board or build a chess table top. Cribbage and a deck of cards are also good.