Where Do I Start? 

• Clear Brand Identity and Vision 
  • What is your goal/mission? What experience and items do you want to provide to your customers? 
  • Combo concepts are thriving! 
  • Keep things simple to start. Then add/take away as you learn your customer base’s preferences, needs, & wants.
  • Professional Logo & Design. Think about brand continuity and aesthetics. 
  • A coffee shop is not just about the coffee, it’s also about the experience & vibe.

 

Inside Your Shop 

• Clean and simplistic design. Think about appealing to your community. What would most people enjoy?
• High quality coffee & well made espresso drinks. (You can’t order a latte on Amazon!)
• GREAT staff! (Excellent customer service skills, humble, honest, hardworking and a love for coffee & making drinks)
• Something unique & interesting that only you have. (Signature drinks, cold brew, pour over, etc.)

 

How Do I Do It? Logistics 

• Make sure your layout is conducive to making things easy to navigate for your staff.
• Research local coffee roasters. Find the best prices, best quality and additional resources they offer (training, equipment, etc.)
• Distributors & Minimums - Can be difficult to navigate & work with.
• Delivery of certain things may be easiest/cheapest through Sam’s Club and/or Amazon.
• Find & train more people than you think you need. Use interviewing and training resources.

 

Getting People in Your Shop 

• Advertising/PR
  • Print ads DO NOT WORK!
  • Donations are advertising! Gift cards give, while getting people in your shop. Choose a certain group/area you want to donate to. Have guidelines for donation requests.
  • Face time in your shop. People want to meet YOU! Thank customers, network, give out free samples, etc.
  • Become an active member in the community. Support or join community organizations. Network with other business owners and local government/community members.
• Social Media, Website & Events
  • Social Media Consistency. Post regularly, gain followers, interact/engage.
  • Google reviews. Respond & engage. Update your Google My Business listing regularly (hours changing, specials, etc.)
  • Make sure to have a website that looks professional and is easy to navigate.
  • Events can be hit or miss, but are a great way to advertise yourself (open mic night, poetry slam, coffee with a cop, etc.)

 

By Jean Brillman