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Authors: Kunyarat Kitbumrung
Nathasit Gerdsri
Keywords: Cafe
Business Model Canvas
Business Plan
Issue Date: 2023
Publisher: Mahidol University
Abstract: The global coffee industry's growth and Thailand's evolving coffee consumption patterns underline the potential for innovative cafe businesses. Our research focuses on establishing a cafe in Amphor Pakchong, leveraging our family's food and beverage expertise. Situated strategically, the cafe aims to cater to residents and tourists drawn to the area's attractions. The cafe's core concept is providing a serene escape through a "Nostalgia Vacation" design. This research introduces a strategy for creating a successful cafe business plan by creating the Business Model Canvas (BMC) framework to virtualize the strategic depth of conventional business plans that can yield collaborative advantage. The critical success factors for the cafe business model are the value proposition of cafes, which includes high-quality food and beverages, warm and inviting service, and an atmosphere that feels like a home away from home. It also highlights the importance of a strategic location, the quality of food and beverages, and well-designed environment to enhance customer satisfaction. Effective inventory management, robust marketing, well financial practices, and continuous improvement are critical for successful cafe management. In summary, this research is a fundamental reference for prospective cafe entrepreneurs furnishing pragmatic judgment that combine the artistic refinement in the Business Model Canvas with the Systematic precision characterizing established business planning practices.
Description: 68 LEAVES
ISSN: TP EM.010 2023
Appears in Collections:Thematic Paper

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