Author/Writer/Channel
Lee Rim, Choi Hyun
URL
https://www.instagram.com/p/CmhGl5YhoTK/?img_index=2
Evaluation
Category
- Book
Book Review
•
Last summer, I opened a small cafe jointly with friends. I was able to acquire a small stake by contributing a small amount of money, driven by a desire to learn how a cafe operates. A few years ago, when I was working a regular job, I took over a small cafe and ran a "Saturday Cafe" that was open only on Saturdays. However, I underestimated the difficulty of running a cafe and suffered a heavy defeat. Because I wanted to do better this time, I started buying and reading various books related to starting a cafe business, and this book was one of them.
•
This book contained more questions than answers, and more of the process (the author's cafe startup story) than the conclusion. Through his own story, the author derived insights applicable not only to simple cafe startups but to a very broad range of offline businesses. This was the reason why this book stood out as particularly memorable among the cafe startup books I have read.
•
📙 P51. (There Are Two Types of Cafes in the World) There are two main types of demands from consumers visiting cafes. In other words, there are two main types of benefits that consumers seek to obtain through their purchases.
The first is a functional benefit. (...) The second is an emotional benefit.
The author divides cafes into two categories: functional benefits, aimed at caffeine intake, and emotional benefits, aimed at viewing (taking photos) and experiencing. While most large franchise stores focus on functional benefits, local cafes known as "hot spots" can be seen as focusing on emotional benefits. Among these, the author argues that the cafes focused on emotional benefits are the ones where an independent business owner can succeed. This is because functional benefits can be replaced by other capital at any time, whereas emotional benefits are difficult to replace.
I believe that the future consumer market will continue to move in the direction of seeking emotional benefits. Consumption skewed toward emotional benefits rather than function will become more active not only among the younger generation in their 20s and 30s , but also among age groups in their 40s, 50s, and older.
•
📙 P201. I hope that every founder creates an irreplaceable space, service, product, or brand that embodies their own life. From a business perspective, this will lead to being chosen by consumers and avoiding being swept up in wasteful competition. By preserving this uniqueness, your business will become robust. It will not only be sustainable but also expand.
I am experiencing this indirectly while running a space rental business. I operate four spaces with different concepts, and among them, the most popular is not a large-scale complex where you can do all kinds of things, but a small-scale cultural space created by targeting a specific audience ( #MovieRomantic). @cafe.glorious74 ) is. I am personally experiencing that an irreplaceable space creates fans, and those fans create sustainability and scalability.
•
📙 P245. Starting a business is incredibly busy. Because things are so hectic, there are times when you get confused about which direction to take. This happens frequently. That is when branding serves as your map. It will prevent you from getting lost and help you avoid taking the long way around. I hope you make sure to keep this precious map with you.
The most important thing for building a good company is branding. While branding may not seem critical in the early stages of a startup, I believe that once a company is established, the difference between having a brand and not having one can be a decisive factor in determining growth or decline. I think this branding is exactly what I need most right now.
🏤 Published by #Dosodamm
