在台灣打造黎巴嫩咖啡品牌：快閃店如何為成長鋪路

Abstract

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This thesis presents a business plan to open a community centered social-enterprise café in Taiwan with Lebanese food and culture as its unique selling proposition. The plan exploits the Taiwanese consumer’s strong appetite for exotic cuisine and experiences, and the clear lack of authentic Lebanese food and coffee available. Two market segments with high potential are identified and targeted with the help of secondary market research: the “experiential drinker,” who seeks novelty and the “leisure club” customer, who craves a comfortable third place. To enter the market with minimal risk, the venture adopts a two-phase strategy. During the first twenty-four months, it will stage twelve one-day pop-up stalls in day-markets across Taiwan. These pop-ups will be used as a low-cost means for validated learning to improve menu items, price points, and service flow, and to refine financial assumptions. Simultaneously, a social-media strategy will be executed to increase brand awareness and equity. Examples of this method are highlighted with two early experiments, a taste test and a one-day pop-up, both of which helped confirm a local appetite for Lebanese flavours, highlighted demographic skews, and gave insight on how to improve pricing and recipes. The knowledge accumulated from the pop-ups then directly feeds into designing the brick-and-mortar café scheduled to open in year three. The permanent store will be located in northern Taiwan where most coffee drinkers are. This thesis introduces a financial model that estimates a start-up budget ranging between NT$3 and 6 million to cover renovation, equipment and initial burn. The financial model projects the store’s break-even point to be towards the end of the second year and beginning of the third year depending on the store’s starting size. Key risks are also mapped and mitigated. To avoid halting operations, building-safety certificates, seismic assessments, and fire-equipment inspections will be verified before any lease is signed. Clauses to limit rent increases and to provide early breakout options will be negotiated and protocols will be followed to ensure supply-chain integrity. Contingencies for natural disasters and cross strait tensions will also be implemented though adequate insurance, cash reserves, and trigger systems. Finally, an employee centric branding strategy will be implemented as a means to fight domestic labour shortage. In conclusion, this business plan demonstrates how validated learning in the form of pop-ups can be leveraged as a low-risk/high-impact method to develop a Lebanese themed community café in Taiwan alongside with its products, services, brand and community.