Donuts.

The guy who started Vimeo is about to start selling donuts, according to Eater, just because he wants to eat more donuts.

I'm not financially driven, rather I'd be content with a break-even business -- I want donuts to be a part of my diet but there aren't any to be had around here. I have no other option than to start a shop myself. From my experience at Connected Ventures, I know the best products come from solving personal needs. I was delighted to realize this particular donut desperation because I've been searching for ways to lay roots in Williamsburg and play a role in shaping its lifestyle and identity.

Donutsburg?

More here.