As part of my constant bid to keep my young family entertained and away from the tv, yesterday we ventured to a location we’d never visited before; a wood in the heart of the Somerset countryside.
We all know the deal, right? A small shaded car-park in the middle of nowhere, usually with enough parking spaces for a few dog walkers and the occasional rambler, an overflowing poo bin and a rotting perimeter fence which had seen better days, all surrounded by miles of woodlands and footpaths. This place didn’t disappoint.
Within a few minutes we were suited and booted and already jumping in our first muddy puddle. The place was everything I expected. Remote, tranquil and deserted.
So I was surprised to find a small caravan in a clearing selling coffee. Don’t get me wrong it was well presented: the caravan had been lovingly painted, it had a good variety of drinks and cakes, and a few chairs and tables were placed neatly around the clearing to better soak up the ambience.
But who were they offering their offerings to? Squirrels and hedgehogs? You see, the kids and I had been there for around an hour and we’d bumped into only one hiker and a couple walking their dog. A total of 3 paying customers an hour. So, with so few people (limited passing trade), no option for a delivery service, and little to offer in the way of protection from the rain and wind, who in their right mind would set up a business here? In a world where we are taught ‘location is everything’, this business couldn’t have got it more wrong.
Or had they?
Typically the three biggest outgoings for coffee shops are wages, rent and inventory, so what could be cheaper than employing zero extra staff, holding enough stock to last the day, and presumably paying little to no rent whatsoever? To balance the books of a high street coffee shop, expensive overhead costs require lots of passing trade. So by definition, the lack of passing trade of a cafe in the woods also needs to be balanced out with cheaper overheads. We usually associate a ‘Cost Leadership strategy’ with bigger businesses, but it doesn’t need to be. Maybe this person is onto something?
As long as their business model is clearly focused around tranquillity and seclusion – their customers know exactly what they are getting when they arrive. With no WiFi, no traffic, just dappled light and birdsong, this oasis provided respite, inviting patrons to escape the hectic pace of life and savour a moment of serenity with every sip.
Providing a place for relaxation so close to nature also creates an opportunity for community. If a local dog walker wanted to meet a friend for a quick coffee, would they prefer sitting in an air-conditioned Starbucks, or a secluded peaceful woodland escape?
This may not be the right business model for someone looking to make their next million, but with the right ‘Lean Management’ Strategy and a solid ‘Just-In-Time’ business model, who wouldn’t want to serve coffee all day whilst catching up on a good book?
Do you run a business which goes against convention? Do you have a unique selling point which breaks away from the ‘norm’? I would love to hear from you.
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