七个致命的错误导致你的咖啡店生意失败！

石冰

What are the seven biggest mistakes?

1. Starting to spend your money and your time without first determining if your project makes any business sense in the first place. You won't learn that from your friends, relatives or your coffee/equipment dealer!
   
2. Choosing the wrong location - if you are not visible, hard to get to, or in the wrong demographic area, you do not exist and probably will have very little business! The main reason for Starbucks success is the locations!

3. Naming your shop with a name unrelated to your business  - you are driving along and notice a shop called Dottie's. Would you stop there for a cup of coffee if you did not know what it was?

4. Not knowing how to design your work environment for speed and efficiency of operation - unless you design the shop properly, employees will be    running around like a chicken without a head, slowing down the service time and    your customers patience!

5. Having a menu that is too long and confusing, not focusing on items that matter the most. While the average independent coffee shop manages to serve only 31% of espresso based drinks, my clients average is over 80%! Just think how much more money you will make if instead of selling 200 cups of brewed coffee at $1.25, you sell 200 espresso based drinks at an average price of $2.97! That is a difference of $244! Over $80,000 a year!

5. Mixing coffee with food items (soups, sandwiches and salads) - people don't go to Starbucks to eat, and they don't go to Subway to drink espresso based drinks!

6. Poorly trained employees with no clue on how to MARKET and prepare espresso based drinks properly and promptly.

7. Having your espresso machine operated by people that do not drink espresso    based drinks themselves.

If you make any of the above mistakes, in the worst case you will be out of business and lose all your money, or your business won't reach its full potential and you won't make as much as you could!