I decided to proceed with my identified opportunity that Johns Island, SC needs a community coffee shop that offers a high quality coffee product and the availability of a local community hub. The coffee shop would serve locally roasted coffee as a tasteful premium product. By having ample room for people to sit at tables and meet, we provide the opportunity to become a valuable hub for local connections on the island. The space can also be used to feature poets, acoustic artists, visual artists, and more to support our local residents and their works.
The Who: Johns Island & Wadmalaw Island residents, transients, visitors (you have to go through Johns Island to access or leave Wadmalaw Island)
The What: There is not a quality coffee product available within 15-45 minutes depending on where the person lives. There are also no community hubs outside of churches or bars.
The Why: Most investors bypassed the island to target the rich resort islands near Johns Island, thus leaving Johns Island very rural and with less accommodations.
Interview 1- My Dad
My dad has been a resident of Johns Island for 25 years and in his time has never had a coffee shop on the island that served a coffee that was worth seeking out regularly, nor has there ever been a central "business" or location that majority of the residents prefer to meet. He believes the challenge is that so many people are passing through the island rather than working on the island, so it has not been identified as an opportunity.
Interview 2- My Dad's Roommate
Johnny has lived with my dad for 4 years now and on the island for 10. He works in food and beverage and typically is heading into work in the afternoon and leaving work late at night. When we discussed the what he felt as though he personally wouldn't have a large need for the product, but that many of his co workers enjoyed coffee and complained about the lack of good coffee on the island. He felt that if a good quality coffee option was available on one of the 2 main roads that run the length of the island, it could be a sustainable business.
Interview 3- Christina White (2nd Generation Resident)
Christina owns a business she runs out of her house at the busiest intersection on the island where 1 of only 2 shopping centers are located. From her house, the nearest Starbucks is 25 minutes and the only local coffee option is not very welcoming or very good. Being that she is a service provider, she often has to meet with clients and finds that most of them prefer for her to travel the 25 minutes to meet at Starbucks (despite living on the island with her) than to meet at her home office, because of being in a more lively environment with other people. She stated that she felt that if there was a local place that was similar to Starbucks but completely local and involved in the local events on the island, it would be widely embraced. There are a few things that the locals really support like little league baseball, the local farmer's market, and local restaurants. By building a coffee shop that is involved in those same things and that offers a great product and service, it would have a large chance to succeed.
Interview 4- Steve Nettles (Charleston Business Owner)
Steve Nettles owns multiple businesses in the local area. I spoke to him about the opportunity and when doing so I targeted the why. When we were brain storming the reasons why this opportunity hasn't been exploited already, he brought up great reasons. He brought up the fact that commercial zoned spaces in high traffic areas are very scarce and it is difficult to take advantage of the timing to secure a space. He also said that the market could be very small being that no one seeks out traveling to the barrier islands unless they have a specific reason (work, living there, etc). It is not a place that other people in the area desire to travel to. It would have to be a beloved brand to all of the residents of the island to really capitalize on the market of the residents.
Interview 5- Jessica D (Frequent Transient)
Jessica visits Johns Island at least 2 times per week for family and lives on the other side of the city (about 40 minutes away). We spoke about all 3 factors, but the excitement of fulfilling the void dominated our conversation. She shared in majority of my view points that there is a significant need for this kind of business. She has to remember when she drives out there to bring coffee from home or stop well before she approaches the island to ensure that she gets an item that she enjoys every day, because there are no other opportunities exist on the island currently.
In summary, I think that the validation of my idea has been increased. The challenges that I need to consider is the availability of location and the price of that real estate. The zoning for a f&b style business could also be a hindrance with finding a location. The business has to immediately be integrated into the community with supporting everything that the local population enjoys and is passionate about.
Dear Alan,
ReplyDeleteFirst of all, I love your idea. I am from Germany and what I miss most from back home except for beer is a good coffee shop. What my friends and me would do almost every day after university is sit down in a nice little cafe and talk about the day and plans for the evening. I feel like your idea could therefore even be extended to our campus, since UF offers almost no opportunity for good coffee. Therefore the "who" scope could be extended. Apart from that I really enjoyed reading your interviews. In particular the talk with Steve Nettles was a good insight on things that have to be taken into account from a operational business perspective. You should definitely stay in touch with him since he mostly knows all of the barriers you have to overcome.
Thank you !
The feedback you have received has been extremely helpful. What you excelled at was targeting different perspectives, different people. Christina White brought up that the locals have a strong sense of community and it seems as if local businesses are supported by the community. Steve Nettles brings up that there are short opportunities to buy space in desirable areas, as well as the area not having a lot of outside traffic, telling you that the market is with the locals rather than travelers. And Jessica D tells you that there is a need for a local coffee shop at the area. You have a strong opportunity and your interviews show that.
ReplyDeleteShalom Alan, your problem solving idea is very observant. Being able to locate shortcomings in local communities is what leads to some of the great ideas that become huge companies, I see why your called the entrepreneur of entrepreneurs. You have evidence in your interviews for the need for a coffee shop, pull the trigger!
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