Assignment 19A – Idea Napkin No. 2

Idea Napkin No. 2 for a Coffee Shop in Lake Butler

1) About Me. I'm a 37-year-old wife and mother of 4 living in the small town of Lake Butler. It is kind of ironic that I want to open up a coffee shop, because I'm not a big coffee drinker, but I see the need for a coffee shop in my town. I am talented at cooking, especially baking. I am organized, a bit of a perfectionist, and have always been a high achiever. I love to travel and have been all over the US and to many other countries. I have been to many coffee shops here in the states and abroad, so I have a good idea of what I want in a coffee shop. I have a lot of work experience in business administration and will soon be finished with my bachelors degree in Business Administration from the University of Florida. I would ideally like to open the coffee shop and hire a manager to run it, as I am currently too busy to deal with the day-to-day operations of a business and also do not want to be tied down by a business. I think this would be a successful investment and it would add value to my community, and that is the main reason I would like to pursue this business opportunity.

2) What are you offering to customers? My company will offer customers a place they can get a good, quality cup of coffee and other hot drinks such as: mochas, lattes, cocoa, tea, etc. There are currently no other coffee shops in town, or within a 20 mile radius. It will offer a drive-up window for those who want to grab a quick cup of coffee in the morning or afternoon. It will also offer a small seating area inside for those who want to relax or socialize with friends or colleagues. I would also like to showcase local artists through displaying artwork, and perhaps even have local musicians perform at scheduled times. My coffee shop will also offer baked goods for patrons to enjoy with their beverages.

3) Who are you offering it to? My customers will consist mainly of people who reside or work in the Lake Butler area. This will include both males and females from 16-99 years old. We will include drinks from a low to high price range, depending on ingredients, so all income levels can afford to enjoy our products. My customers will consist working professionals, stay-at-home moms, high school students, retirees, and others.

4) Why do they care? You can look at the success of Starbucks, and other coffee shops across the country, to see the value of coffee shops. Many people love to get quality coffee and other hot beverages that coffee shops provide, but the people of Lake Butler currently have no place that serves this need. The only alternatives are making hot beverages at home or getting coffee at the local gas stations. My target customer will be someone who enjoys the high quality drinks they will have access to at a coffee shop. They will also be able to relax in a comfortable atmosphere while enjoying their drinks. There are also limited places to buy fresh baked goods in Lake Butler, so that will be another need that my coffee shop will address. It will also provide a comfortable place to gather with friends to socialize, which is also something that is lacking in Lake Butler. 

5) What are your core competencies? The main thing that sets my business apart is the fact that there are currently no other coffee shops in town. That alone makes it stand out. I would also like to customize my menu based on requests of my customers, so I know I will be providing what they want. I will also set high customer service practices and standards that will keep people coming back.

I believe these five elements flow together nicely and will be a good foundation for a successful business. I know that this opportunity exists and that it could be successful if I'm willing to put in the work.

The feedback that I received from the first idea napkin assignment didn't really offer any advice on improvements or changes I could make. They all found it hard to believe that no coffee shops exists in my town and agreed that this a good opportunity.