The Report of the Owner of Coffee Shop

Report:Coffee Shop Owner

Author: 1062953 Shujie

Chapter 1 Introduction

1.1 Background

China is one of the world's four ancient civilizations; it has a long history and culture, especially the Chinese food culture. Chinese people's eating habits are different from those of other countries; both eating and drinking are very particular. Many foreign friends have this quite interested. Today, China is constantly subject to the impact of foreign cultures; many Chinese people have become accustomed to western style of life.

With the development of society, the pace of life of people continue to accelerate, students living on campus are not only under the pressure brought by learning, but also bear the pressure brought by the future employment. University life has become abnormal monotonous and simple, therefore in the deep mind, most students are eager to have a suitable leisure and relaxation area.However, due to the remote location and winter and summer vacations operating off-season, and other reasons, few well-known Western-style fast-food restaurants come to enter the market. Some Western restaurants are expensive, so that few students will eat in them.

We have decided with the price advantage and quality services, the traditional business and e-commerce management mode to first enter this market and build our new restaurant: Our Coffee.

Our coffee bar is determined to become a daily necessity for coffee addicts, a place to dream of as you try to escape the daily stresses of life and just a comfortable place to meet your friends or to read a book, all in one. With the growing demand for high-quality gourmet coffee and great service, Our will capitalize on its proximity to the Tongling college town to build a core group of repeat customers. Our will offer its customers the best prepared coffee in the area that will be complimented with pastries, as well as free books that its patrons can read to enjoy their visit.

The company will operate a 200 square  metres coffee bar within a walking distance from Tongling college town. The company will operate a 200 square metres coffee bar within a walking distance from Tongling college town.

1.2 Our Coffee

Our Coffee will fill the blank of Western fast-food restaurants in Tongling. It is located in the scenic and elegant university town. There are dozens of colleges and universities around it. Potential market is vast.
The restaurant owns high-quality management personnel and advanced management mode - the combination of virtual team management and traditional management. The restaurant will employ the professional chefs of western food and purchase advanced manufacturing equipment.

Our coffee will be known all over the whole country for the quality and taste of our trademark Mocha Italia blend. In the future, we will slow-roasting our own coffee beans. Our attention to detail even extends to the training of our coffee experts, or “Baristas” as they are known,who make and serve the coffee for you. This passion for perfection is what makes Our coffee special.

Now you can experience the ultimate handcrafted coffee for yourself in our brand new Our coffee store. As well as a great range of authentic coffee drinks, delicious sandwiches and tempting cakes and pastries, you can always be sure of finding a warm welcome there.

1.2.1 Philosophy

Our coffee cafe will be a star, it has a comfortable leisure environment. you can choose a variety of coffee varieties, and choice of desserts from different countries. We also prepare a special dessert for customers ,who do not eat sugar .

Chapter 2 Job Description

2.1 What is it?

A coffeehouse ,coffee shop, or cafe is an establishment that primarily serves coffee, related coffee drinks (latte, cappuccino , espresso) , and depending on country - other drinks including alcoholic. Some coffeehouses may serve cold drinks such as iced coffee and iced tea; in continental Europe , cafe serve alcoholic drinks . A coffeehouse may also serve some type of food , such as light snacks ,sandwiched , muffins or other pastries. Coffeehouse range from owner-operated small businesses to large multinational corporations.

When opening a coffee shop, consider that gourmet coffee/tea drinkers want more than a mug of ordinary joe or a teabag in a foam cup. According to the Specialty Coffee Association of America, 37 percent of coffee sold is of the specialty variety, and specialty coffees make up more than 50 percent of the retail value of the U.S. coffee market.

Given the demands of discriminating customers, there is little chance a coffee shop business will attract a regular clientele and thrive unless you can consistently serve the best regular and specialty coffees, teas, and snacks. Succeed in doing this and customers will choose you over the competition, even if you are not in a central location. This means you will need to:​

· Source the finest fresh-roasted beans 

· Buy a high-quality espresso machine and related equipment such as grinders, water purifiers, etc.

· Serve fresh pastries and snacks

· Use only trained staff - a good barista is essential to the art of espresso making

· Offer innovative products like Frappuccinos, Chai Lattes, etc.

2.2 We can choose different ways for starting a coffee shop

Purchasing a franchise, in which case most of the major business decisions will be made for you. For a franchise fee, you will be provided with a turnkey business in a location selected by the provider of the franchise. 

Buying an existing business. This is another way to acquire a turnkey operation. However, finding a profitable business for sale is not an easy task.

Starting from scratch. This option requires the most effort but has the most flexibility and the best potential to maximize profits. 

Chapter 3 

3.1 Advantages of Being a Coffee Shop owner

1. We can own a place which totally belongs to us.The afternoon sun shone through the big glass windows into the shop.The aroma of coffee whispering of singing are floating in the air. The seal on the walls are slightly yellow and crinkled.That is the picture of my dream. I would like the freedom of life.

2.We have favorable terrain ,and a strong cultural atmosphere and architectural style with the characteristics of South of the Five Ridges and it is unique.Also Our products are refined and it has a high quality.We have humanized management professional services.And we have elegant environment ,and private rooms. 

Because of our location near the college town so more convenient for students. Our interior design and ordinary restaurants are very different,it is more in line with contemporary people's ideas,we ensure that our products are genuine goods at a fair price, let you spend the same money enjoy the different treatment. 

3.As the owner of a coffee shop, I can allocate my time more freely and meet people form all walks of life.It is so romantic to encounter sorts of strangers to listen to their stories and help them to relief their pressures.

4. I can make money out of my interests . I can create my own style coffee and put my feelings of life into it so that more and more people who have similar experience can find resonance in a cup of coffee.

3.2 Disadvantages of being a coffee shop owner

1.Given that I want to open my coffee shop surrounding the college town ,the price is not high, the price of coffee is not suitable for the general population.And the radiation range is not wide, it is difficult to attract foreign population.Also there is fewer types of products, led to the selection of opportunities.Our products and services is lack of innovation,and the selling has form single.Maybe the service attitude needs to be improved.Last the local coffee culture atmosphere is not strong.

As compared to other types of beverages, coffee costs are relatively high, so the price is high, some people to bear.And our shop is around the university area , so the foreign population is not very convenient.We have just started, so less products, you can choose the opportunity is relatively small. But we only store sales, unlike some chain stores have been synchronous online sales, so for some people, some inconvenient.

2. No exact time points for working could mean working all the time without vocation. We have many similar coffee shops in the market at present , it is hard to design the shop with limited budget.

3. When working at the industry for many years like my uncle , he finds it difficult to get accustomed to the accelerated pace of life.,which gives burden on the future job hopping. Meanwhile, mastering news skills of making coffees can not put into wide use

4. More and more addicts for coffee choose to make their brewed coffee at home. ,which might contribute to the shrink of coffee market

Chapter 4 Marketing Strategies

4.1.1 Development Strategy

 Based on the outside market, continuous development and taking the form of branches develop business in the future in Tongling college town. We will create economies of scale for future sustainable development.We expect the coffee shop in the 2013 period has a strong position in the Tongling college town in addition to 2015 to open two stores in Tongling, and to major brand coffee, can let customers can order online. Until 2020 it is expected to open five sweet coffee flagship store in Jiangsu province.
4.1.2 Personnel Strategy

We will stick to the concept of people-oriented and pay extra attention to personnel. Employees are a business development one of the most important factors, so we will focus on the training and expertise for staff regular training and guidance. For the excellent staff we will give a lot of incentives to stimulate their enthusiasm for work, and for the slack employees, we will make the appropriate punishment, but we will actively communicate with them in order to understand their work situation, so that they can better play their job specialty.

4.1.3 Product Strategy

In product development, we have professional staff will regularly conduct market research in order to understand this people for various needs of coffee or dessert. Just beginning to operate, our species is not very comprehensive, but we will continue to be updated to meet market demand. We also developed with our own characteristics cafe.

We will be in a year with our coffee shop unique products and taste, to our brand campaign, and characteristics of the food and then developed different tastes more to adapt to different levels of consumers.

4.1.4 Sales Strategy

For sales strategy, we will be in a different time or holiday custom different plans.We can make our different levels of membership card to adapt to different consumers, and we can during the holidays to 50 percent off discount and the same store competition.

For one-off consumption high consumer we will make senior membership system, giving them a small gift, and provides us with very high service.

4.1.5 Service Strategy 

The purpose of our service is to create a comfortable dining environment and health food for customers. We also make online business to meet the requirements of individual consumers and create the highest customer satisfaction.

Our employees engaged in before, we will carry out professional training of our employees. Technically, they must be familiar with all types of products produced coffee, but also for the use of machinery also very skilled. Of course, the general staff is not required to know the product production process, but they must also have a professional quality of service, and our staff must be very careful and patient.

Chapter 5 Conclusion

In the first few years, due to the coffee shop has just been established, most rely on external funding. The company is mainly composed of bank capital and lending and private investment, today, the problem may be more a lack of liquidity, it is difficult to solve in a short time, it is difficult to invest in other projects. The first coffee shop development, when the money supply to a large extent, we will consider increasing investment and continue to introduce new services, new product and maintain quality service.
    Planning and development is a good plan, but will also face some difficulties. Lack of funds is the biggest obstacle to implementation plan. In addition, quality managers also need to constantly improve and enhance. Managers cannot keep pace with the development of the club's demands. No perfect management leads to a decrease in tissue of turmoil and competitiveness. It can cause significant loss of money. This will be to maintain high quality employees and strong competitiveness, a source, so we must attach great importance to training.
    In a word, the development prospects of sweet coffee is infinite. We insist on doing an honest, solid work style, the company uphold the integrity, innovation, open, passion ideas, constantly pioneering and enterprising, sweet coffee will become a leisure bar. Sincerely welcome more investors to join the first sweet coffee, through joint efforts, our so, honey coffee shops will be a golden tomorrow.

 

Interviewee: The owner of 无事Coffee Shop

           Waiters from the Starbucks and Lucking Coffee