Making the perfect cup of coffee isn't so simple. To show us how it's done, the co-founders of Birch Coffee, Jeremy Lyman and Paul Schlader took us inside the roast house.

Birch Coffee owns and operates nine NYC coffee shops. The duo has plans to open up a tenth location very soon in Columbus Circle. Schlader kick the tour off by giving us an inside look into how to roast the coffee beans. He explains that after the coffee is roasted, the next step is to brew.

That's when Lyman steps in. Specialty coffee represents 37% of U.S. coffee cups. He lays out the steps to brew the perfect french press. With Birch Coffee's brewing methods, they set themselves up to grab a piece of the estimated $32 billion retail value of the U.S. coffee market.