I spoke with 5 people that would have been in my ideal client targeting for demographics, but are not ideal clients because of preferences.
Interview 1- Starbucks Customer John R.
I spoke with a friend that of mine that frequents Starbucks on James Island, SC that is about 15 minutes from Johns Island. I focused my questions on asking him about if he would be willing to go to what would be my new business, instead of Starbucks. He said that if he was on Johns Island and wanted coffee, he likely would not change his coffee choice unless it would be too difficult to get to Starbucks. He fits the mold of the perfect client for living on Johns Island, the age, and financial status.
Interview 2- Muddy Waters Customer Lyndsey B.
I went to a local coffee shop on James Island, that will be the closest competitor to me, to solicit feedback from a customer. I struck up a conversation with Lyndsey that was doing homework to ask if she would be interested in the new coffee shop on Johns Island. She would be in my extended client base because she lives on James Island, within 15 minutes of my location, but not exactly on my island. She said that even though the locally involved coffee shop is appealing, it is not ideal because she has a local coffee shop (not involved in the community) and Starbucks that is closer.
Interview 3- My wife, Jennifer Thompson
I was discussing the idea with my wife, specifically because she fits into the perfect demographics, and also because she could be considered a partner on the new venture. However, she said she would not be interested in that business. She said that she thought the idea was intriguing and would be successful, but she wouldn't end up being a frequent visitor because she doesn't really like coffee unless it is like Starbucks with a lot of sugar.
Interview 4- Local Bar Owner, Paul F.
We were talking about having a coffee shop as a local community hub. He owns a bar on the island and has been involved on the island for many years. He said that he feels as though the bars on the island are already very popular hubs as the island has very unique breweries and bars. He said that people may not really care to go get coffee in the afternoon or evening because that is the time that they typically start seeing an increase in traffic.
Interview 5- Construction Worker, Chuckie W.
Chuckie works on Johns Island a lot with new home construction and renovations as the island is rapidly growing and adjusting. I asked if he would be interested in stopping by the new coffee shop for a morning or mid day cup of coffee. He said he would potentially occasionally go, but usually he gets coffee from McDonalds with his breakfast and it is too hot after 9am to drink coffee in Charleston.
In summary, I still think there is a huge market opportunity. However, I will have to face some competition from the other coffee shop on James Island and Starbucks on James Island. I think that my work that will determine our competitive edge is going to be winning hearts and minds by being heavily involved in the local community to build the love for our brand. Strong Corporate Social Responsibility from the first day will make a significant impact in our chances for success.
| Inside the boundary | Outside the boundary |
| Johns Island Residents | Johns Isl residents that do not like coffee or that prefer Starbucks due to their options. |
| A community focused coffee shop on the island | An alternative to major franchises and brands. |
| People love coffee & there are no local places to be able to get coffee | Providing a local community venue. |
Those outside the boundary that prefer Starbucks due to options may be swayed as you grow your business. I believe adding niches to your local coffee shop such as bands, artists, and others will attract those that may have been outside the boundary.
ReplyDeleteAlan,
ReplyDeleteThanks for these wonderful interviews and how you presented them to us. I feel like there are really mixed opinions and you have to be really sure that you want to move on with it. However, personally as an coffee enthusiast I still support it and I think that a good and private coffee shop will eventually find its customers. Especially through word-of-mouth. However, remember that setting up a coffee shop is really expensive (think about the coffee machines that can go into tens of thousands of euro).
Thanks
Hey Alan, these interviews seemed very nice and informative for your idea of choice. The coffee shop seems like a great idea, but the competition will definitely be there. I do think with the right advertising and marketing tactics, that you can persuade people to come try coffee at your shop. However, some people are just used to going certain places and like their coffee a particular way.
ReplyDeleteHey Alan,
ReplyDeleteI really like how you included a recap at the begin of this post, it really helps out for triggering memory and for people who maybe have not visited the blog before.
Personally I had never thought of something like time effecting a business like a coffee shop so I think the fact that the bar owner brought that but was interesting. And I do thing that Brandon's idea of adding things like bands to be able to play would be an interesting way to set yourself apart and draw in a crowd.
Hey Alan, I thought your post was great. I really enjoyed how you talked to other owners. I am about to visit the area and have been there before. I think a coffee shop would go over well if there was some other sort of amusement to draw people to it. For example, it could turn into an artist hub people in the area. In my experience, a local coffee shop needs more than just coffee. It must also be a space which people can enjoy.
ReplyDelete