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Decide what kind of business you’re building before the build starts deciding for you.
Your business model controls more than your branding. It affects permits, power, water, equipment, menu, staffing, storage, pricing, and where you can profitably sell.
Write the concept in one sentence: We serve [customer] through [format and ways to sell] with [reason to choose us].
Work in order or open the decision that matters most right now.
A cart, trailer, truck, kiosk, and pop-up create different limits for power, water, storage, permits, weather, and staffing.
Your work: Compare your best two formats against budget, menu, locations, setup time, and workday. Adds to your business plan07Step 07Ways to SellDaily vending, public events, catering, private bookings, and corporate service produce different demand and margins.
Your work: Choose one primary sales channel and one secondary channel for the first season. Adds to your business plan08Step 08Value PropositionGood coffee is expected. Customers need a clear reason to choose and remember your particular business.
Your work: Complete this sentence: Customers choose us because we deliver ___ for ___ better than the alternatives. Adds to your business plan09Step 09Target CustomerTrying to serve everybody usually creates a vague offer, bloated menu, and scattered marketing.
Your work: Describe one primary customer by location, occasion, need, buying behavior, and price sensitivity. Adds to your business plan10Step 10Service StyleFast high-volume service and a slower premium experience demand different menus, layouts, staffing, and prices.
Your work: Define the intended customer wait, interaction style, and drinks per hour. Adds to your business plan