Coffee Shop Business Plane : A Study of an M Coffee Shop in Muang Nakhon Ratchasima District, Nakhon Ratchasima Province

Abstract

This paper aims to develop a business plan for an M Coffee shop in Muang Nakhon Ratchasima district, Nakhon Ratchasima province. The results from the analysis of marketing, management, technical, and financial feasibility were used to develop a Business Model Canvas. Data were collected via a questionnaire answered by 400 consumers who use the services of coffee shops located in the district. In terms of marketing, based
on the positive response rate of 95%, it is feasible to open a coffee shop. The evidence of the SWOT analysis shows that the strengths outweigh the
weaknesses with higher opportunities than threats. The management of the coffee shop is also feasible with one owner and seven employees. The employees would receive fair wages and benefits. The technical results also showed that the opening of the coffee shop is feasible since its location has potential, being close to the university with sufficient parking spaces. Regarding financial feasibility, the project requires a total investment of
1,800,000 baht based on five years of operation with a 44.01% internal rate of return (IRR). The net present value (NPV) is 1,943,621 baht, and the payback
period is two years. Based on the framework set out to assess feasibility in four core areas, it can be concluded that the establishment of an M Coffee shop is marginally feasible.