Introduction
Entrepreneurship is the ability of identifying business opportunities and commence new business venture with an aim of satisfying customer needs along with maximising profit. In current time, customers have become more eco-conscious and health-conscious as a result their preference and demand for organic food & beverages is increasing. The substantial increase in demand of food and drink products significantly increases sales of organic food and drinks to 3.7 billion pounds during 2024 (Organic food market in the UK, 2025). In addition, due to sustainable shopping behaviours and eco-consciousness 55% of customers are willing to pay more for brands that integrates sustainable operations in their business.
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In context to the current trends, the proposed business idea is of introducing an organic coffee shop. Green Coffee Cafe will offers coffee and other beverages made of organically grown bean, plants based milk and locally sourced materials. It will also operates business by using sustainable packaging such as optimising sustainable packaging, waste management, energy –efficient sources and so more. The business idea of organic coffee shop is selected due to current increasing demand for organic coffee. Also, there are very less number of cafes in UK that offers coffee and other beverages made of natural and organic ingredients. Hence, the current business idea will fill the gap of limited supply of organic coffee (Barreto Peixoto et al, 2023). As a business owner, good knowledge of sustainability and effective collaboration with local suppliers of organic beans encouraged me to select the business idea.
Business Model Canvas Development and Key Challenges
The Business Canvas model is referred as a strategic tool that aids the business owner to visualise and evaluate a business idea. The business Canvas model of Green Coffee Cafe is as under:
Business Model Canvas
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As the owner of business, it is important to develop a Business Canvas model to get graphical overview of business model as well as offering clear understanding to the different stakeholders with an aim of ensuring success of business (Jin et al, 2022). In context of preparing business canvas model, I gave consideration on nine aspects of BMC such as customer segment, key partner, value proposition, cost, revenue stream etc. In reference to this, first action of mine was to identification of customer segment for Green Coffee cafe i.e. eco and health conscious people including working professional, students and families was selected. The business provides organic coffee, beverages to customers and accordingly I gave emphasise on setting value propositions for business that helps the new venture in gaining competitive advantage within the market.
Moreover, to develop the business canvas model, I focused on effective market research to identify the needs of customers as well as current trends prevailing in market (Deberdiev, 2024). The effective research helps me to fill the aspects of BMC such as customer segment, key partner which I need to collaborate for business, cost and revenue aspect to identify the required expenses and revenue streams. In addition, for preparation of BMC major focus was given on collaborating with team members to gain better perspectives to underpin the business idea.
Furthermore, in consideration with BMC several decisions taken by me in terms of customer segment, pricing strategies partner selection and so more. Referring to this, it was decided that health and eco-conscious customers are target customers for business. Besides this, one of the important decisions was associated with deciding pricing strategy for Green Coffee Cafe as it plays main role in grabbing customer attention. During deciding of pricing strategy, I faced challenge in terms of determining right and appropriate pricing strategy for business as it is quiet difficult to set price that resonate both customer satisfaction and profitability of business. However, I address this challenge by taking guidance from the financial and market experts as an outcome of this, I able to efficiently decide penetration pricing strategy. The pricing strategy includes charging fewer prices initially to grab the attention of wide range of customers and increasing price letter when customer base generates (Erbil, 2022).
Apart from this, during planning or making important decisions related to business I faced challenges in collaborating with partners such as organic suppliers. The lack of availability of organic suppliers of bean, milk and other ingredients act as a barrier in commencing business in smooth manner. However, to efficiently cope with this challenge I focused on identifying local organic suppliers as well as providing required guidance and training to them to get appropriate amount of organic supplies on time. The solution of training helps me to get organic suppliers in ease and convenient manner, ultimately helps me making my business more profitable. Along with this, during developing BMC, I made decision of collaborating with several partners such as marketing experts, distributors as well as suppliers as they are important stakeholders of business.
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Application of Entrepreneurial and Design Thinking Theories
In context of starting of Green Organic Shop, I focused on optimising entrepreneurial or design thinking models. Entrepreneur focuses on bringing creativity in business through introduction of new product, process and methods by identifying market opportunities. For example, in consideration with the value proposition design model, I identified market opportunity that demand for organic product increases. In support of this, I used value proposition design, it allowed me to identify customer pain points as well as needs and requirement ultimately helps in offering solution in terms of new business (Haugen and Valheim, 2023). For instance, referring to the value proposition design I identified that customer pain points includes lack of availability of business that offers coffee made of organic bean and plant-based milk to meet their health-conscious requirements. Hence, the utilisation of value proposition design helped me in identifying customer perspective and pain points, it act as a tool for me to recognise market gap and accordingly helped me to make informed decision of introducing a solution of offering a business that offers organic product range along with the sustainable services.
In addition, being in a role of entrepreneur major emphasise was given on design-thinking process. It is defined as a human-centric as well as iterative methodology or model that use by the designer as well as entrepreneurs to solve the problem in effective and efficient manner (Rösch, Tiberius and Kraus, 2023). The process of design-thinking plays an important role in understanding needs and requirements of customers with the help of five stages including emphasise, define, ideate, prototype as well as test. The empathize stage is concern with identifying the needs and requirements of the target customers with the help of effective market research and observation. The define stage includes identifying the main problem faced by the customer considering their perspective. Besides this, ideate stage includes generation of creative solutions through brainstorming while prototype stage includes exploring the potential solution. Furthermore, the last stage of model is testing, it includes introducing the business idea to customers and focusing on gathering feedback to recognise what need to enhance further.
Being an entrepreneur, the model of design-thinking process is used by me during introducing the business of Green Organic Coffee as a solution for customers. For instance, the model of design-thinking process integrated in business idea of Green Organic Coffee by using each stage while creating solution of customer problem. In context to this, first market research was done to identify user need, than at ideate stage solution of business offering organic coffee and food is introduced.
Insight and Learning Reflections
Through the effective planning and reflective process, I gained a better insight about the business as well as factors affecting the decision-making process. From the planning process, I gained better insight that including team members, experts within the decision-making process helps in generating diverse ideas and perspectives, ultimately helps in making appropriate decision. For instance, deciding pricing strategy is an challenging task for business as a result getting experts advices makes me efficient to make right decision.
From the application of design thinking process model and value proposition model, I learned that identification of customer pain points and needs helps in innovate the business product, process and methods. It helps in providing in-depth understanding to the entrepreneur to brainstorms solutions that provides them with the competitive advantage within the market (Baričević and Luić, 2023). Apart from this, I also learned that innovation and entrepreneurship plays an important role in creating value for customers as well as bringing effective solutions for the industry. For instance, the business idea of opening Green Organic Shop act as a innovation as it create value for the customers in terms of offering organic food and coffee while bring solution of increasing profit margin for business.
The concept of value proposition designed reshaped my thinking as earlier I thought that profit maximisation can be done only by selling more units of product. But after learning the concept, it is evaluated that considering customer centric approach by identify their needs and pain points will helps business to innovate and gain competitive edge.
Sustainability, Innovation and Future Application
The business idea of Green Coffee Shop offering coffee and food & beverages made of natural and organic ingredients, effectively incorporates sustainability. The business idea also focuses on operating business in sustainable manner by integrating practices of reduce, reuse and recycling for waste management, using energy-efficient lightening and sustainable packaging to decline adverse impacts on the environment (Islam et al, 2024). The products and services of Green Coffee shop effectively associated with sustainability as it helps in promoting good health for customers as well as environment. The business idea promotes local sourcing of ingredients which aids in supporting the local communities and their standard of living. Hence, Green Coffee Cafe incorporates sustainability within the business.
In future, to grow and scale the business, focus will given on increasing organic coffee and food products in menu by collaborating with large number of organic suppliers of material. It allows me to sever large number of customers as a results helps me to grow the business. In addition, to scale up the business in upcoming years, expansion strategy will be optimised by me. For this, I will collaborate and partner with other organic coffee business in national and international market with the help of joint venture. The strategy of joint venture allows me to enter international market while provide access to several resources, knowledge and customer base (Crick and Crick, 2025). It allows me to expand business of “Green Coffee Shop” and allows me to serve the needs of large number of customers in effective and efficient manner, ultimately helps me in grow and scale up business.
From the task, I gained good knowledge and experience in terms of establishing a new venture, identifying trends, business opportunities and networking with other stakeholders. For instance, the experience of recognising trends positively enhance my entrepreneurial effort and critical-thinking as a results allows me in future to integrate products range based on customer needs before it introduced by competitors to gain competitive advantage in efficient manner.
Conclusion
To sum up all, it has been identified that entrepreneurial ability is important for developing a new business. The report highlighted business idea of offering organic coffee and food & beverages, a company namely “Green Coffee Shop.” During planning, challenges faced included deciding pricing strategy and collaborating with suppliers and others. However, it was overcome by market research and getting expert advices. Also, to scale up business expansion strategy can be used by entrepreneurs.
References
- Baričević, M. and Luić, L., 2023. From active learning to innovative thinking: The influence of learning the design thinking process among students. Education sciences, 13(5), p.455.
- Barreto Peixoto, J.A., Silva, J.F., Oliveira, M.B.P. and Alves, R.C., 2023. Sustainability issues along the coffee chain: From the field to the cup. Comprehensive Reviews in Food Science and Food Safety, 22(1), pp.287-332.
- Crick, J.M. and Crick, D., 2025. Capabilities and collaborative marketing practices among rival cluster-based wine producers. Journal of Marketing Management, pp.1-36.
- Deberdiev, A.R., 2024. THE ROLE OF MARKETING RESEARCH IN ANALYZING CUSTOMER NEEDS. Science and innovation, 3(Special Issue 50), pp.647-649.
- Erbil, K., 2022. Penetration Pricing Strategy and Customer Retention–An Analysis. Journal of Positive School Psychology http://journalppw. com, 6(5), pp.7058-7072.
- Haugen, K.M. and Valheim, A.S., 2023. Aligning Value Propositions for Stakeholders in Profitable Sustainable Business Models: Practical Insights from Norwegian Technology Scale-ups (Master's thesis, NTNU).
- Islam, R., Shirsha, S.F., Faruk, A. and E-Elahi, Q.M., 2024. Sustainability In FMCG: Energy Efficiency & Green Packaging As Transformative Practices.
- Jin, Y., Ji, S., Liu, L. and Wang, W., 2022. Business model innovation canvas: a visual business model innovation model. European Journal of Innovation Management, 25(5), pp.1469-1493.
- Rösch, N., Tiberius, V. and Kraus, S., 2023. Design thinking for innovation: context factors, process, and outcomes. European Journal of Innovation Management, 26(7), pp.160-176.
- Organic food market in the UK. 2025. Online. Available through: <https://www.statista.com/topics/9070/organic-food-market-in-the-uk/>
