ALISON’S COFFEE SHOP
DILEMMA
Team #1
Agenda
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Problem Statement
Analysis
Entrepreneur Capabilities
Alternatives
Decision Criteria
Recommendation
Implementation
Problem Statement
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Should Alison leave her stable at Cameco, in order
to open a new coffee shop in Martinsville,
Saskatchewan?
Internal Analysis
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Weaknesses
16 % of people consume coffee at an eatery
-citizens work in Saskatoon
Strengths
-Martensville above average: 67% drink coffee daily
-specialty coffee market is growing
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External Analysis
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Threat
-Tim Horton’s & Co-op
-Tim Horton’s expansion
-lower prices
Opportunity
-prime location
-growing population
-high average income in Martensville
Entrepreneur Capabilities
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Passion+Ambition
Consumer herself
Locality
Good relationships w/managers
Financial Stability
Good work experience in various sectors (coffee
and marketing background)
Alternatives
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Status quo/Stay with Cameco
Open Moka Coffee in Martensville
Partner with local book/giftshop to promote her
coffee shop
Alternative 1: Status Quo/Cameco
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Pro:
Financially stable
Experienced in the field
Con:
No passion
Ambition to start own business
Alternative 2: Moka Coffee Bar
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Pro:
Established brand
Prosperous Industry
Closer location for customers to pick up coffee
Con:
Franchise, not total ownership
Alternative 3: Local partnership
Con:
- Not immediate results
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Pro:
Prosperous Industry
Profitable in long run
Above Average Income
Personal satisfaction
Benefits other local businesses
Less financial risk
Decision Criteria
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Entrepeneur Satisfaction
Customer Satisfaction that will be achieved from
product
Profitability resulting from sales
Organisation’s culture’s
Location+Demographics
Recommendation
-Alternative 3:
Partner with Local Coffee Shop
-Reason:
Best fit based on Decision Criteria
Implementation 1 Year Plan
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6 months- remain with Cameco
- while advertising business & starting up
Employ family members
After 6 months
- increase prices
-start hiring outside of family
Question Period