The answer is very simple - location, location, location. But many people overlook this starting point. They look for a shop that will cost them the least rent and tell themselves that their shop will be run so well that people will flock to it. But remember, consumers are fickle! And lazy! If your shop is not in the right place, whatever you do and whatever you offer, your business will be limited by its location.
So, don't commit yourself to any premises until you know how many people will pass by your shop each day. You will be investing a huge amount of your time and money into your new business and you really won't want it to fail. Put aside as much time as possible to find the best position for your shop. Take a clipboard and stand outside a popular coffee shop - count how many people walk past the shop and how many stop for a coffee. Do this at different times of the day, and different days of the week. Take a note of the nearby shops that are attracting shoppers - you need your coffee shop to be convenient for people who "shop til they drop" and then need refreshment.
The crucial matter of finding the best location for your shop is covered in depth in Chapter 1 of How to Set Up a Coffee Shop.
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