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The right place for the wrong people. Or the wrong people in the right place?'
If you create a concept that is not marketable to your local customer base you will fail. The problem is that most owners become absorbed in the business that they want to create and do not pay attention to the relationship between concept and demographic.
In order to stay competitive you need to spend the time understanding what your local customer base wants. What is your identity going to be? Are you aiming to achieve the ‘neighborhood coffee shop’ feel, or do you want to be more edgy? Perhaps you are looking to capture a more sophisticated customer with a high end approach. The problem is that people are not clear on their concept and don’t understand the importance of it being ‘right’. How unique do you need to be to be competitive? What concept will your target demographic be responsive to? What is your attraction strategy? What is going to make you different or marketable? Who is your potential customer and what do they like?
Your attraction strategy is your concept and you need to target the needs and wants of your customer. You may have a unique idea that has the potential to create a niche in the coffee shop marketplace, but if it is not compatible with your customers it won’t work. With the popularity of specialty coffee, there are many groups of people to target and lots of room for creativity.
Don’t forget you are a coffee shop and your concept needs to reflect that. You need to know what has growth potential and if people are going to be interested. Do people want to buy espresso at a premium? If so, who is it and where do they live. If they don’t want to, what do they want to buy?
A little inside knowledge, and some action, could be all that is standing between coffee shop success and wealth, or a "Going Out Of Business" sign on the front of you potential new coffee shop adventure.
Unfortunately, most new business fail.
We discovered that many new operators didn't know THE MOST IMPORTANT question to ask before they jumped into this business. Besides the regular knowledge of issues like signing a coffee shop lease, there is a SINGLE larger question most owners don't know to ask!
There was a series of events that happened to us, and many owners we knew, that resulted in us publishing a free report on the insider secrets of this industry. You can read the details and get your copy of this valuable FREE REPORT (by clicking here)
Coffee Shop Profits
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Coffee Articles:
Coffee Shop Franchise
A coffee shop franchise is one that you purchase using the same name that has been established in other areas. .....
(click here for the complete coffee article.)
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