Opening a coffee shop requires not only feelings and dreams, but also rationality.

Follow the caf é (Wechat official account vdailycom) and found that Beautiful Cafe opened a small shop of its own.

Woman: "one of my dreams is to open a cafe with a photography theme. Maybe I will open one after graduation."

Man: "support you, count me in, but now I don't know much about coffee."

Woman: "just read the coffee (after listening to the pillow, you have a mouthful of old blood in the throat), I have thought, the decoration is simple, pure white minimalist design, and then put some old cameras to do decoration (hold pillow Jun thought, Ma is frigid + literary style), then you can play some light music, feel super!"

To put it simply, it is to take care of your own happy feelings store. Have you ever thought about how many people are willing to pay for the feelings in your heart? Pure white design is good, but at first glance, now more and more, this pure white cold wind of the "online celebrity shop."

Moreover, there is no core competitiveness of the Internet red shop, are short-lived. We will soon be faced with a series of practical problems.

Recently, you have a lot of ideas about opening a store, industry and so on, and I hope to discuss them with you one by one. According to the crowd, it is easy to face store opening, feelings and other problems, there are the following categories of people, people who expect to open restaurants outside the coffee industry (mentioned above), baristas, and people who are already owners.

Feelings and dreams need to be rational

Like the lady mentioned above, what is described is really beautiful, but it is only a beautiful scene to be expected. More of what I think about may be a quiet and artistic piece in my mind--

"in the leisure afternoon, the sun sprinkled into the room from outside the window, which happened to be printed on the book I was still reading. The room was bright and bright, and the lazy wind blowing out of the window could not help but stretch. The sound of guests quietly reading books and turning over the pages and typing from the store, everything was so beautiful, quiet and distant."

But when the dream really began to come true, in the torrent of reality, the dream, the scene immediately became fragmented.

The cost of opening a store, the cost of rent, the cost of labor, the cost of consumables, and all kinds of expenses can make a person who has never been in the industry or coffee shop management busy.

The location of the coffee shop, the recruitment of coffee shop staff, the preparation for the opening of the shop, the opening activities, the marketing strategy, the cash register system, and even the linkage of various payment methods, as well as the promotion and construction of various platforms.

When this series of things hit, the little friends who had this vision will begin to doubt life.

But the core point is that when you open a store, you are already in a shopping mall and a business. If you sell your feelings on a commercial basis, you should think about whether anyone is willing to pay for this segment of your feelings.

After many of these people who do not know much about coffee enter the industry, step by step step by step, the road is paved by money. It is irresponsible for the guests to open the coffee shop only from High and ignore the products.

Here's an account. The following gray background and data come from the official account: Ka Men, an article entitled "detailed accounts: why do cafe lattes sell for 30 yuan a cup?"

Suppose there is such a cafe A:

Its purchase of coffee beans 80 yuan / pound (454g), milk 15 yuan / 1L, also to make a cup of latte as an example, in order to facilitate calculation, the production process requires the consumption of 20g coffee powder and 200ml milk.

Material cost per cup: 80 / (454 / 20) + 15 / 1000 × 200 ≈ 6.52 yuan

Nowadays, few people should think that "at a cost of 6.5 yuan, a cup can be sold for 26 yuan, and the profit margin is 300%." Have you asked whether the rent and labor cost have been agreed? And then count down--

Rent: 20000 yuan / month

Manpower cost: 18000 yuan / month

Water, electricity and other expenses: 3000 yuan / month

Fixed monthly expenditure of Cafe A: 41000 yuan

If the store only sells lattes, how much will it be priced according to its sales and passenger volume?

The break-even point is about to be mentioned here. We will see some data from cafes that say how many cups are sold every day and then start to make money. This is usually done after this calculation. Since we are talking about pricing here, we will take pricing as our export--

If 50 people come into the store every day to consume a cup of coffee (this should be an optimistic estimate of the maintenance period). Assuming that the business tax and additional tax per unit product is 0, then the break-even point of the unit price is:

▲ Note: the above figures are all estimated under normal conditions.

According to the above results, it is assumed that the cafe has only one drink and sells only lattes. Under this preset cost condition, the monthly fixed operating cost can only be recovered if 50 cups of lattes are sold per day.

By the way, 20, 000 a month's rent, is untenable in many big cities.

In particular, you think it can provide you with at least 50 people a day of passenger flow. Therefore, you can adjust the fixed cost calculation, or use the average unit price as a lever to adjust the target output.

This formula can be upgraded more reasonably, and the comprehensive cost can be calculated. As shown in the figure below, X can be the average product price of a cafe, Y is the average comprehensive cost of production, and Z is an additional expense.

For example, if the monthly rent is 40,000 and the other data are the same, then the monthly fixed cost is 61000. Combined with the variable cost and the above pre-conditions, we expect the average price of all drinks in the cafe to be 25. It is also assumed that the overall cost of drinks remains the same.

At least 110 cups of coffee are sold every day to make the store break even, and the owner estimates that he will have to eat the northwest wind at this time. The owner wants to get an extra 10, 000 wallets a month and sell an extra 400 cups a month, that is, 3701 cups a day.

Wait, wait,

It turned out to be a wish driven by feelings in the heart, but this series of reality behind it will make the operators want to break their minds and have to give up in the end. After calculating this sum, I can't help but let the pillow sacrifice come out with such a sentence.

The opening of the library is high-risk, please think twice before entering the industry.

Recently, there is a cartoon in the coffee circle that is very popular, and the forwarding rate is super high. Although it is the second revision, it reflects the aspirations of many people who have fallen into the pit.

The picture comes from the network, and it is infringed and deleted.

Born in boutique, die in affection

Let's talk about another group you met in the coffee circle, baristas.

I've been thinking about it for a long time. In China's coffee industry, what is the career development of a barista? from the perspective of employment, baristas have very few choices. It seems that no matter which path the barista takes, the most likely career for baristas is to change careers. (laughter)

A hundred baristas have a hundred kinds of coffee in their hearts. A considerable number of baristas are interested in coffee because of lattes, while some find coffee very emotional and emotional, while others like to specialize in the taste of coffee.

As a result, these pursuits have almost become baristas' belief in coffee. The power of faith is terrible and cannot be vilified. I agree with faith, but I also need rational pursuit.

The employment mentioned above, in the employment link, faith or the pursuit of baristas is a big factor in leaving.

Moreover, with regard to the career development of baristas, in the course of coffee shop operation, promotion is more likely to develop in the direction of management team. at this time, many baristas will feel that it is against the coffee they want, because what they do is management. the time of exposure to coffee is relatively less. Next Step just left his post.

If you expect to have more skills in coffee, baristas can learn roasting, cup testing, and coffee roasters, which is becoming more and more popular in many boutique cafes, but most coffee roasters are restaurant owners.

The cup tester is a relatively new functional direction, but I have not seen such a separate position in the cafe for the time being. What you see is often in the raw bean company, or the raw bean purchasing company of the origin. The baker is usually also a cup tester.

So to be sure, if a barista takes into account both baking and cup testing, basically such a person will choose to open a shop as long as he wants to produce something that belongs to his baking style.

As a barista, if you want to earn a high income as a single barista and what you do, it is not common in the current market.

I have asked a lot of baristas, where do you think your final destination will be as your own development plan? Most baristas will answer, open a shop. What about after opening the store? Another endless cycle.

In particular, the boutique coffee shop, hold pillow Jun met some shops, obviously the product is not very good, but also insist on selling only boutique coffee, and some even do not even have milk coffee, as a result, only a few friends came in the afternoon. Many passing guests left as soon as they learned that there was no sales of milk coffee.

I asked the librarian why he had to cut off his own money like this. The owner replied that we are a cafe with an "attitude" and insist on making fine coffee.

When coffee culture is not popular at this stage, consumers still stay at the level of drinks, and boutique coffee must be a minority product. There is no doubt that it is a way to die by narrowing one's own customer base.

Such an opening mentality, born in the production of boutique of a warm heart, but finally can not avoid feelings stabbed to death.

Make money before you talk about dreams.

It's like the lyrics in the episode "write to Fang Datong" pushed by the article.

I am not Fang Datong, who can understand what I sing? If you don't even have enough to eat, why are you talking about music dreams?

It's the same with me in the coffee circle. I'm not Berg Wu. Who can understand what I do? even if I don't have enough to eat, why do I talk about coffee dreams? Including 15-year-old WBC champion Sasa, after winning the championship, he said a very heavy sentence: "now, finally, someone is willing to listen to me."

If you want to show your feelings willfully, you should first make yourself strong. In other words, let yourself have enough capital to be capricious, and then sell your feelings.

Opening a coffee shop that doesn't make money is simply playing hooligans for wallets, and the body will be hollowed out sooner or later.

When you open a shop, you should calculate the income, do not buy expensive machines blindly, and fully consider the input-output ratio.

For example, it costs 50,000 to buy a coffee roaster. How long will it take you to earn back the cost of the roaster and make a profit through the production value of the roaster?

Buying a roaster and a lot of raw coffee beans used to adjust the cost of baked coffee in the store, if it is used to find other cooked bean suppliers to buy cooked beans for in-store use, how long can it take compared to the use cycle of the funds? All these need to be carefully considered.

As the owner of the cafe, I think this five-word mantra is very applicable: profit maximization.

For baristas, I suggest all-round development, not limited to coffee. Look at the matter of opening a shop rationally, don't get hot-headed and fight an unprepared war.

Finally, I hope you will have some resonance after reading this article. I also hope that the baristas will live well and earn more, and the cafes will make a lot of money. You are welcome to discuss it in the comments section.