Successful Strategies of Small Business Owners of Coffee Shops

Many small business owners of U.S. coffee shops lack effective strategies to sustain their business beyond the first 5 years. Small business owners are concerned that the use of ineffective strategies can negatively impact the coffee shop’s profitability and competitiveness. The purpose of the qualitative multiple case study was to explore what type of skills, business acumen, and strategies small business owners of coffee shops use to be successful within the first 5 years of operation. The conceptual framework that grounded this study was von Bertalanffy’s general systems theory. The participants were five small business coffee shop owners in the eastern region of the United States who successful sustained their business within 5 years of operation. Data were collected from semistructured interviews using open-ended questions and review of public social media and business websites. The data were analyzed using Yin’s process methodology. Business sustainability strategies were explored through semistructured interviews, in which four themes emerged: diversified business practices, community and good customer service, quality leadership, and quality products and services. A key recommendation is for small business owners of coffee shops to implement strategies such as employee mentoring, offer growth opportunities, and create a referral rewards program. The implications of this study for positive social change include the potential for small business owners of coffee shops to experience greater success and contribute to the local economy by creating new job opportunities.