Expresso Case

Expresso Espresso

This case study studied Expresso Espresso. The study reviewed the business of Expresso Espresso and the owner’s management of the company. Expresso Espresso is located across from the college and is not yet profitable after some time in business. Spit the owners hands on approach to his business he is still not profitable.

When talking about Maslow’s Hierarchy of need we have to understand why or if it plays a roll in this. When looking at this study we find Todd, the owner of Expresso Espresso. There are two different aspects to take into account, Todd’s need and his client’s needs.

Todd, has a need to feed his family provide shelter and water. He then needs to provide security and safety freedom of understanding where the next paycheck is coming from. These are steps are all covered by building his own business. Next he would be looking for fiends, family, spouse and lover. When providing his family with a coffee shop he has allowed for them to working along side his. Be a part of his successes. Provide him with the respect and recognition that he is wanting. This is how Maslow’s hierarchy of Needs plays when is comes to Todd.

His customers on the other hand are different. This is expendable income, this leisure income that is not derived from survival. The need is for social activity or convenience drives the clients to come to the coffee shop. Although, Todd has done what he feels is a good job making his coffee house more comfortable than the other coffee house. He is still missing the simplest of things that make him loss money every month.

In business companies live and die by only seconds at time. When you go to a coffee house and do not have one of the fundamental basics there is a large problem. Although Todd would like to serve high quality coffee with zero drip coffee makers this is time and consumes more energy and hurts performance. According to Specialty Coffee Association of America, the average store per year brings in around $50,000 dollars in Espresso-based drinks followed by drip-brewed drinks that averages around $33,000 per year and finally iced coffee at around $22,000 per year (660-661).

Further, there is a lack of food variety,. The lack of pastries does not encourage people to buy and the you cannot upsell the client. There is nothing in this store that adds value to the client besides the free wi-fi. People do not like to be sold. They like to buy. The reason why Starbucks is doing so well is because they have been able to add value to their product. There is a perceived intrinsic value to their product. This has some to do with their coffee product but also the way they have branded themselves as a company. Everywhere from the cups to where the business are located.

The location of Todd’s store is ok. The location is close