We are all in the coffee business

Some businesses are

Espresso businesses
Lean, mean and to the point. They are rapid to cause effect. They are no-nonsense businesses. They are not necessarily cheap when considered in terms of hit/time, but they are good value and they don’t waste your time.

You may well want to be an espresso business. But you will need to be good. You can’t hide a bad espresso. Is the crema authentic? Has the cup been pre-warmed? Attention to detail is critical. Especially as espresso drinkers know what they want.

Latte businesses
Of course you could be a latté business. Not quite so powerful in one go as an espresso business, but the effect is there and it’s a little gentler on the stomach. It’s good value. And most people trust a latte; they’ve had one before and they will have one again. Unlike an espresso, it’s more difficult to make a bad latte.

Cappuchino businesses
This business certainly looks good: flowers in reception area and expensive furniture. First taste is great. Afterwards though you are sometime unsure as to whether you made the right choice: it all went so quickly. But funnily enough people will want you again, because of that very effect

Mocha businesses
Only trouble is do your customers know what they really want? Will they be loyal? And do you know what you are trying to provide? You’ll probably always be a smaller share of the market. But that’s OK because your margin is surprisingly high if you get it right.

Frappuchino businesses
You are cool, there is no doubt about that. Flexible. An amazing array of flavours. But a little seasonal and sometime slow to deliver. And quality control can go wrong. It’s a high risk business you have decide to run, but when you are on a roll, the margin is delirious.

It’s best to know what business you are in. It’s no longer coffee; black or white, sugar or not (except, that is, in one or two Northern England seaside towns, and don’t we love Scarborough?).

Know your market segment. Love your market segment.

Time for a coffee?