A new breed of worker, fueled by caffeine
and using the tools of modern technology, is flourishing in the
coffeehouses of San Francisco. Roaming from cafe to cafe and
borrowing a name from the nomadic Arabs who wandered freely in the
desert, they've come to be known as "bedouins."
San Francisco's modern-day bedouins are typically armed with
laptops and cell phones, paying for their office space and Internet
access by buying coffee and muffins.
"In 'Lawrence of Arabia,' the bedouins always felt like they
were on the warpath. They had greater cause," said Niall Kennedy, a
27-year-old San Franciscan who quit his day job at Microsoft Corp.
to run his own Web company, Patrick Media, out of cafes and a
rented desk. "At a startup, you're always on the go, plowing ahead,
with some higher cause driving you."
San Francisco's bedouins see themselves changing the nature of
the workplace, if not the world at large. They see large companies
like General Motors laying off workers, contributing to insecurity.
And at the same time, they see the Internet providing the tools to
start companies on the cheap. In the Bedouin lifestyle, they are
free to make their own rules.
"The San Francisco coffeehouse is the new Palo Alto garage,"
declares Kevin Burton, 30, who runs his Internet startup Tailrank
without renting offices. "It's where all the innovation is
happening."
Burton and Kennedy are among those popularizing the bedouin
name, separating the movement from traditional freelancing by
stressing the workers' involvement in technology, in general, and
Web 2.0 ideology in particular. While the movement is at its apex
in San Francisco, where young urban independents can easily find a
coffeehouse with the right vibe for them, it's also happening
across the more suburban reaches of the Bay Area, and across the
country as a whole.
The move toward mobile self employment is also part of what
author Daniel Pink identified when he wrote "Free Agent Nation" in
2001.
"A whole infrastructure has emerged to help people work in this
way," Pink said. "Part of it includes places like Kinkos, Office
Depot and Staples." It also includes places like Starbucks and
independent coffee shops, where Wi-Fi -- wireless Internet access
for laptops and other devices -- is available.
"The infrastructure makes it possible for people to work where
they want, when they want, how they want," said Pink, who is based
in Washington, D.C. Pink said numbers are hard to pin down, as the
Census Bureau does not count independent workers. Using available
census data and private surveys, Pink estimates that one-fifth of
the workforce, or 30 million out of 150 million people, are working
on their own.
In February 2005, the census identified 10.3 million independent
contractors, 2.5 million on-call workers, 1.2 million temporary
help agency workers, and 813,000 workers with contract firms. The
independent workforce is hard to track, as the workers are neither
employee nor employer -- and yet, in what Pink termed a "Zen turn,"
they are both employee and employer.
"It's been a slow steady trajectory over the last 15 or 20 years
for a whole host of reasons. One of them, obviously, is there's no
lifetime job security any more. I'm going to be more secure working
for myself."
Pink calls it "Karl Marx's revenge, where individuals own the
means of production. And they can take the means of production and
hop from coffee shop to coffee shop."
Funny he should mention Marx. Soviet iconography is popping up
all over the Bay Area's bedouin landscape, from the coffee cup and
star on the red background of Ritual Roasters' logo, to the cell
phone and mouse that look suspiciously like a hammer and sickle on
the logo of Web Worker Daily, a blog that covers the bedouin
phenomenon.
Web Worker Daily is published by GigaOm, a media company that
practices what it preaches. Om Malik, 40, a technology journalist
who lives in San Francisco's Financial District, started blogging
five years ago and last year quit his day job, taking an
undisclosed amount of venture capital to launch GigaOm as a
business. He now has a full-time staff of five and a team of
freelancers, all scattered about, contributing to different online
journals. One is in Oakland, one in San Mateo, two in San Francisco
and one at Lake Tahoe, he said. The freelancers are in Utah,
Denver, New Jersey, Washington, D.C., and spread around the
world.
"There is nothing more free than being a Web worker," Malik
says. "There is no boss. You work for yourself. This is the new
Wild West. The individual is more important. That's the American
way. It's about doing things your own way. Web workers represent
that. ... It's the future, my friend."
There is a downside, Malik readily admits. "I can put in an
18-hour day," he said. "You don't know when to stop."
The Starbucks model
If you could split the Web workers into two main camps, you
could say that one camp plugs in at Starbucks, while the other
chooses independent neighborhood cafes. The two have vastly
different ethics.
Starbucks offers a more corporate culture, and is a popular
place for business meetings. Executives who travel a lot often
prefer Starbucks, knowing they can find many branches in whatever
city they go to. They also pay for the Wi-Fi, through Starbucks'
partnership with T-Mobile.
Malik, for instance, swears by his Starbucks. (He doesn't want
to say where it is, for fear that publicists from the companies he
covers will stake him out there and ruin the experience.) "The
biggest day of my own little boy life was when my own local
Starbucks made me 'customer of the week,' " Malik said. "That's a
Web worker gold medal."
Yet many of the scrappier startups, particularly those who have
not taken funding from venture capitalists, prefer the ethos of the
independent cafes, where the music is a little louder and the Wi-Fi
is free.
Ritual: the scene
Ritual Roasters in San Francisco's Mission District is in many
ways the epicenter of the bedouin movement. Ritual, on Valencia
Street near 21st Street, is almost always packed with people
working on laptops.
Every bedouin seems to have a Ritual story. There's the time
someone buzzed through the cafe on a Segway scooter. Rubyred Labs,
a hip Web design shop in South Park, had its launch party there.
Teams from established Web companies such as Google Inc. and
Flickr, a photo sharing site that's now owned by Yahoo, meet there.
"You'd never know these guys were millionaires," said Ritual
co-owner Jeremy Tooker.
The founders of Web video startup Dovetail Television were
meeting there one day, griping as usual about how hard it was to
find talented programmers.
"I'm looking around and there's gotta be 50 people with
laptops," said Brett Levine, 31, a co-founder and the company's
lead programmer. "I got on a chair and yelled, 'Hey, are there any
ActionScript programmers in the room?' People at the counter looked
at me glaringly, but a couple of people looked around and raised
their hand."
They lined up for interviews. None were actually hired, but it
cemented in Levine's mind the notion of where the talent pool
lies.
Kennedy, the self-professed bedouin who has worked at blog
aggregator Technorati and at tech giant Microsoft but who is now
working on his own idea of developing a new more personal way to
search the Internet, is a regular at Ritual and blogs about it
often. Kennedy tries to earn his spot in the cafe. "They'll come up
to me and say, 'Did you notice that the Wi-Fi is down?' I can
troubleshoot that kind of thing. Or when they were talking about
redesigning their Web site, I was able to give advice."
"In the old days, people used to yell, 'Is there a doctor in the
house?' " Kennedy said. "In cafes now, it's, 'Is there a Wi-Fi
technician in the house?' "
On one recent weekday, software engineer Chase Tingley, 29,
worked at one table, where he telecommutes for Idiom, a
Massachusetts software company. Tingley moved to San Francisco when
his wife took a job at a law firm. At the next table, three friends
worked on their own projects: system administrator Sean Kelly, 36,
wrote database reporting scripts, while Kaytea Petro, 28, worked at
her job in publishing, and Robert Boyle, 37, hacked out code for
the company he's co-founded, Podaddies.com, which he said will
"monetize user-generated video."
As for why they're there, Kelly said, "I'm visiting with my
friends instead of being locked up in a big building in the South
Bay."
And he added, cheekily, "If you bring a flask, you can tip it
into your coffee and your boss isn't watching you."
Tingley, at the next table, turned around and asked, "Can we be
in separate articles?"
Coffee to the people
Kevin Burton, an expert in blogs and RSS feeds who runs a Web
startup called Tailrank.com that claims to "track the hottest news
in the blogosphere," spends about 10 percent of his time at Ritual,
but the crowds have driven him elsewhere. His favorite at the
moment is Coffee to the People on Masonic Avenue.
When you enter, you have no doubt you're in the Haight-Ashbury
neighborhood. The coffee drinks have names like Flower Power, the
menu includes a vegan blueberry cornbread. At one table, a woman
with an open laptop talks on her cell phone, while the man reading
a paperback next to her keeps a hand over his ear. (Most bedouins
say cell phones need to go outside the cafe.) Nearby, Kiff
Gallagher, 37, pursues his passion, making music, while trading
stocks online.
"I have a home office, but I just get cooped up," he said.
Burton arrives at 11 a.m., and his lead engineer, Jonathan
Moore, 30, arrives a few minutes later. Burton has a double latte
and a cupcake, and starts explaining how his site uses "wisdom of
the crowds" algorithms to scrape the hottest news from the
blogosphere and upend the mainstream media.
As he talks, Gallagher joins in, and advises, "Lower your voice.
I already know the ins and outs of your business plan from the last
time I was here."
That is an occupational hazard in the bedouin workforce. Kennedy
rented a desk at San Francisco's Obvious Corp., a Web company in
South Park, so he could have confidential meetings. Kennedy also
said he has equipped his laptop with a firewall that's always on
and e-mail and instant messaging encryption. He said it's fairly
easy to sit in a cafe and start "sniffing the network, see what
sites people are accessing, get an idea of a site that hasn't
launched yet, see people's e-mail logins and passwords."
Bedouin history
Using a cafe to run a business is nothing particularly new.
Venerable insurance firm Lloyd's of London was actually started in
a coffee house, Kennedy points out. According to the Lloyd's of
London Web site, "Edward Lloyd opened a coffee house in 1688,
encouraging a clientele of ships' captains, merchants and ship
owners -- earning him a reputation for trustworthy shipping news.
This ensured that Lloyd's coffee house became recognized as the
place for obtaining marine insurance."
Ernest Hemingway and F. Scott Fitzgerald wrote some of their
best work in Parisian cafes. And in San Francisco, writers and
poets of the Beat generation, such as Jack Kerouac and Lawrence
Ferlinghetti, wrote in the cafes of North Beach.
Caffe Trieste was among the most popular North Beach hangouts.
"To have a cappuccino, you come to North Beach, to Caffe Trieste,"
says Giovanni "Papa Gianni" Giotta, the founder.
Now Caffe Trieste has joined the ranks of Wi-Fi cafes. It would
figure that the one laptop in action on a recent afternoon belonged
to an art dealer. "A cappuccino for overhead isn't bad," said David
Salow, 33. He struck out on his own three months ago, and has yet
to open a gallery. "Sixty to 70 percent of what I do can be done
with the standard tools available to everyone -- a phone, a
computer and a laptop connection."
So, how much coffee do you need to buy?
The proliferation of Wi-Fi cafes brings with it a moral dilemma:
If you're one of these people sitting around and working on your
laptop in a cafe, how much coffee do you need to buy?
Every cafe owner has wrestled with the flip side of that
question: How much do I need to sell to make it worth letting
someone take up space in my cafe?
Roger Soudah, owner of Cafe Reverie on Cole Street, was
persuaded in 2004 to add Wi-Fi by one of his steady customers,
Craigslist founder Craig Newmark. But Soudah got fed up with the
Wi-Fi squatters by the next year.
"I got fed up and pulled it out of the wall, and my employees
cheered," he said. "My space is really small. We count on turnover
for that reason."
He tells of one woman who designs places with feng shui
principles. "She comes in with all these humongous blueprints and a
laptop, taking up four tables, then has the nerve to say, 'Can you
turn the music down?' " he said. "I feng shui'd her out of
here."
Newmark says he won't be deterred. "My evil plans include using
a cellular data connection," he said. "I plan to foil Roger
again."
Other cafe owners welcome the bedouin workforce and its
laptops.
At Ritual Roasters in the Mission, co-owner Jeremy Tooker said
the main downside is the cost of power, which he said runs $2,000 a
month. (Some laptop workers in the cafe said that's not so bad,
calculating on the fly that that pencils out to about $64 a day, or
$4 an hour.) Ritual covers up its outlets on weekends, and Tooker
said it will likely eliminate many other outlets altogether,
figuring that will increase turnover.
The hardcore customers shrug off the change. "I bought three
batteries" for the laptop, said system administrator Sean Kelly.
"It's a little spendy, but it's totally worth it."
Cafe Lo Cubano in San Francisco's Laurel Heights is
contemplating a tiered system for access, according to floor
manager Jeremiah Vernon. "People sit outside in their cars,
stealing the Wi-Fi without buying anything," Vernon said.
To solve the problem, the new system would give small purchases
an hour of free Wi-Fi, modest purchases would get five hours, and
$10 or more would buy a full day. That allows the morning business
customers the chance to buy their cafe Cubano and check their
e-mail, as they do now, without allowing others to clog up the
space for hours. One regular buys a cup in the morning, and returns
with the cup hours later asking for a free refill, Vernon said.
One coffee shop, Coffee to the People in the Haight, even
wrestled with the issue on its blog last year. "Here at CTTP, we
need to bring in on average $100 PER HOUR simply to cover our
costs," co-owner Karin Tamerius wrote. "That means, if all of our
customers were people who stayed for three hours and spent $1.50
for coffee, we would require 200 people in our shop every hour we
were open, 7 days a week, just to stay in business."
"Fortunately, not all of our patrons are quite so thrifty."
Indeed, almost every mobile worker interviewed said they try to
buy something at least every hour.
But not everyone.
Ryan Mickle, 26, moved to San Francisco last month to run a Web
site he co-founded, DoTheRightThing.com, which lets users rate
companies on their social value. But Mickle can't always afford to
do the right thing himself.
"We're bootstrapping entrepreneurs. We don't have any funds," he
said. His Web site is not yet bringing in any money. "I'm reluctant
to pay $9 for the overpriced food that tends to be in the cafe," he
said. "It's the Wi-Fi user's dilemma. ... It's a mind game I play
with myself: How many coffees is fair? I need to be sure to invest
in them as a consumer or they're not going to last very long."
But Mickle vows that when he does incorporate, make money and
issue stock, he will give shares to the cafes that he used as
office space.
In a way, argues author Daniel Pink, the Wi-Fi cafe is bringing
efficiency to the commercial real estate market.
Most offices sit vacant all night long, he said, creating an
"incredible inefficiency." Pink, the author of "Free Agent Nation"
and "A Whole New Mind," said people can rent interim offices from
companies like Regus Corp., where the coffee is free, or do their
work in a cafe. "This is just confirmation that Starbucks and its
cousins are all really in the commercial real estate business," he
said. "They're giving very cheap real estate for a very pricey cup
of coffee."
-- Dan Fost
Laboring by latte
A sampling of coffee shops favored by the bedouins by the
Bay:
Grove Cafe: 2250 Chestnut St., San Francisco. Vibe -- A Marina
neighborhood joint popular with Marin businesspeople who need to
zip across the Golden Gate Bridge for meetings in the city.
Ritual Roasters: 1026 Valencia St., San Francisco. Vibe --
Mission hipster, and Web worker-friendly. It helps to have tattoos,
and you have to like loud thumping music. The coffee gets rave
reviews.
Coffee to the People: 1206 Masonic Ave., San Francisco. Vibe --
Haight-Ashbury all the way, with Martin Luther King poster, music
from the '60s and '70s, and walls of bumper stickers.
Cafe Lo Cubano: 3401 California St., San Francisco. Vibe --
Laurel Village business casual. One man seen sleeping at his
laptop; floor manager Jeremiah Vernon once saw a pro football scout
and an agent talk to players for six hours.
Caffe Trieste: 601 Vallejo St., San Francisco. Vibe -- Old
school North Beach classic, with the aging photos of Ferlinghetti
and Pavarotti on the walls, and special greetings from founder Papa
Gianni.
Starbucks: 3595 California St., San Francisco. Vibe -- According
to district manager Ian Ippolito, "Our store in Laurel Village is a
24-hour location, so we attract a lot of business professionals
working on projects after hours, students and night shift
workers."
Starbucks: 2727 Mariposa St., San Francisco. Vibe -- In the
dot-com days, this was Starbucks' experimental Circadia cafe.
Although the experiment went the way of the dot-coms, the cafe
survives and still features a conference room customers can rent
for $20 an hour. Call ahead, it books up.
Barefoot Coffee Roasters: 5237 Stevens Creek Blvd., Santa Clara.
Vibe -- Bedouin worker Niall Kennedy favors this spot when he's in
Silicon Valley, not only for the coffee, which the cafe takes very
seriously, but for its attention to the technology, particularly
the security. The cafe also provides WPA keys, among the latest in
wireless protection, Kennedy says, "so your traffic is encrypted if
people want to sniff your laptop."
Nomad Cafe: 6500 Shattuck Ave., Oakland. Vibe -- East Bay
eco-hip, with local artists on the walls, organic food and drink,
and bins for recycling and composting.
For a more complete list of San Francisco Wi-Fi cafes, check
out:
www.cheesebikini.com/wifi-cafes
www.bestofsanfrancisco.net/cappuccinocafes.htm
www.tinyurl.com/2382xp
E-mail Dan Fost at dfost@sfchronicle.com.