After determining a likely area best suited for your coffee, espresso, and tea shop,
be sure to obtain as many facts as you can about it; e.g, How many similar shops
are located in the area? Can you find out something about their sales volume?
Since retail specialty beverage establishments attract primarily local inhabitants,
what is the population of the area? Is the trend of population increasing,
stationary or declining? What do they do for a living? Are they predominantly
highly educated, executives, clerks, laborers, or retired persons? Are they of all
ages or principally older, middle-aged or young?
Check whether your site is located near a large office tower, in a prosperous
residential area, near supermarkets, service stations, a university campus or a
health and fitness facility — all of which are likely to provide a regular source of
customers for your coffee, espresso, and tea shop.
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Also, the zoning ordinances, parking availability, transportation facilities, and
natural barriers, such as hills and bridges, are important in considering the
location of your shop.
If the United States Census Bureau has developed census tract information for the
area in which you are interested, you will find this especially helpful; the Census
Bureau website is located at www.census.gov. This information can be valuable in
measuring your market or service potential. Use the score sheet on the next page
to help in determine the best site location:
Competition
Once you’ve narrowed down your location choices, you’ll want to take a good,
long look at the competition. Information on competition may be harder to access
than demographics, but be creative here and you will probably end up with a lot
of information. Your best source for information on the competition may be
simply to visit competitors’ establishments.
LOCATION ASSESSMENT WORKSHEET
Circle your grade for each factor: “A” for excellent, “B” for good,
“C” for fair, and “D” for poor.
PROPERTY LOCATION:
1. Located in a good spot for the market A B C D
2. Merchandise or raw materials readily available A B C D
3. Nearby competition situation A B C D
4. Transportation availability and rates A B C D
5. Proximity to area attractions (hiking trails, Amish country, wine
country, museums, etc.)
A B C D
6 Quality of available employees A B C D
7. Prevailing rates of employee wages A B C D
8. Parking facilities A B C D
9 Adequacy of utilities (sewer, water, power, gas) A B C D
10. Traffic flow A B C D
11. Taxation burden A B C D
12. Quality of police and fire protection A B C D
13. Housing availability for employees A B C D
14.Environmental factor (schools, cultural, community activities,
enterprise of businesspeople)
A B C D
15. Physical suitability of building A B C D
16. Type and cost of building/business A B C D
17. Proven for future expansion A B C D
18. Estimate of overall quality of site in 10 years A B C D
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