| USP stands for unique selling proposition or point. It is | | | | going to want to convey to your target market. The |
| the one thing that really makes one business stand out | | | | primary things are: |
| from another and without a USP your coffee shop | | | | The quality of the coffee and food |
| business plan is worthless. | | | | The atmosphere of the shop |
| For starters, actually go to your competition. I know this | | | | The price |
| doesn't sound like something you're going to enjoy | | | | A lot of people say that there's not a big difference |
| doing, but consider it research. Go look and see how | | | | between one coffee and another. Those people are |
| they have their establishments setup. See what kind of | | | | NOT real coffee drinkers. Trust me...there is a |
| menus they have. A coffee shop is more than just | | | | difference. If you're looking to cater to the guy driving |
| coffee. The more competition you check out, the | | | | an 18 wheeler on route 9, he's going to expect a |
| better an idea you'll have of how to compete. | | | | different quality of coffee than the guy who has on a |
| Next, you want to study their ad campaigns. | | | | $2,000 suit and doesn't buy anything off the rack. You |
| Everybody advertises differently based on their USP, | | | | have to know who your target market is and what |
| but they all do have things in common. Look for those | | | | kind of coffee they're going to expect. |
| similarities. There are some basic things that you're | | | | |