N4 Entrepreneurship & Business Management
CASE STUDY Vida e Caffé
Read the article on Vida e Caffé and then answer the following questions: 1. What does each of the following terms mean? – Espresso – Niche
2. What is Chiat’s golden rule when starting a business? Write it down and give a reason why you agree or disagree with him.
3. From the case study, list three characteristics of an entrepreneur. 4. What advice are they giving to someone looking for a new business idea?
Everything’s Been Done?
Keep focus – “The quintessential South African coffee shop makes everything from ham and banana sarmies to baked spuds. We aim to be good at one thing: espresso,” explains Chait. “Avoid being a jack of all trades, but master of none.” Flaunt yourself Trust that your customer is just like you. “We try to make each store a place where we would like to hang out,” says Chait. Your personality is what can make your business one of a kind, it affects everything from the music to selecting the staff.
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JUST DO IT BETTER Ever had a business idea, but feared that it’s been done a million times before? The gents who own Vida e Caffé – Brad Armitage, David Chait and Rui Estevez – have taken selling coffee and muffins and turned it into a unique, successful business. Here’s how:
Keep your head “Simple ideas are really the best ones. Harness an idea to make people’s lives either easier or better,” says Estevez. Easier said than done. Also, don’t forget to work your arse off, if you don’t put in the hours, it won’t matter how great your idea is. Expand “Our job now is to manage our growth without losing sight of what made us successful,” says Armitage. As the business expands you want to protect the thing that made you a success. “Jo’burg, for example, is a very different place from Cape Town, but be sure
to maintain consistency and remain true to your fledgling brand,” says Chait. “Last we heard, Jo’burg doesn’t take Cape Town too seriously.” Ignore the cynics Find your niche within a niche. there were already a number of places ostensibly doing the same thing but the Vida guys didn’t see it that way. “People thought we were crazy to just sell coffee and muffins, but there didn’t seem to be anyone else out there that was just about espresso,” says Chait.
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