The Coffee Boys' Step-by-Step Guide to Setting Up and Managing Your Own Coffee Bar by Richardson, John -- Read -- Imperial Library of Trantor

Index

Cover Title Copyright About the Authors Introduction Part One: The Good and the Bad of the Coffee Shop Industry

Good cop Bad cop Weighing it all up and tipping the scales one way or the other What do you want to do for the rest of your life?

Part Two: The Entrepreneur Skills Matrix

Part Three: The Great Formula!

How we developed the Great Formula The basic formula Concept dilution Understanding how concept dilution manifests itself

Part Four: The Great Formula Explained

1 Passion

The shopping centre ‘food hall’ test

2 Taste

Taste part one – Food

How do you go about creating great food? Sandwich rules – for mid-range retail sandwiches Key mantras Star products What should you sell? The coffee shop model Keep innovating

Taste part two – Coffee

Quality Customer loyalty Marketing Staff satisfaction and motivation Customer service Profits Methods of brewing Focus of filter coffee Espresso-based coffee The truth about coffee labels Equipment reality Emotionally engaging your consumer

3 Positioning

Location, location, location is . . . nonsense, nonsense, nonsense Nomenclature Positioning

4 People

Bob and Brenda; understanding how customers think Dealing with employees Recruiting great staff Application forms The interview Induction and the concept of rules Introducing your rules Post-induction Some final rules about training and dealing with your staff

5 Marketing

Creating desire How to drive loads of customers into your shop

6 Systems

Looking at three scenarios Real life scenario: Bob sets up a coffee bar Supplier contact details Delivery problems Ingredient problems Why your business needs systems So what exactly needs to be systemised?

7 Money

Part Four: Step-by-step Action Plan

Coffeeboys useful contacts Index