2. BUSINESS PROFILE

2.1 Business Name

The chosen name is Big Surf Internet & Lifestyle Café! The Big Surf part of the name ties in with the area and its main selling point, and will also appeal to the younger demographic, which is a key target market. Internet defines its main business, while Lifestyle Café indicates that there are other services to attract and hold customers – even if they don’t require an internet service at that time.

Lifestyle is also sufficiently nebulous to allow different services to be added or deleted from the customer offering, in line with demand and profitability.

2.2 Description of the Business

Basis of Business

Internet café offering internet connectivity, gaming and other computer/communication services, as well as additional services designed to add value for customers, increase the client base and provide alternative revenue streams.

Business Structure

Sole proprietor. Conversion to a more complex business structure will be evaluated at a later stage.

Location

87 Jeffrey Street, Jeffrey’s Bay.

Reason for Opening

The town and surrounding area has a large and growing population. Visitor numbers are also increasing, particularly in the age group 18-35, in order to take advantage of the world-renowned surfing and beach activities on offer. This demographic has a desire to be constantly ‘informed’ and ‘in touch’ and to communicate with each other via the internet and social media.

At present, and in common with many such regional towns in the Eastern Cape, internet connectivity is lacking due to poor infrastructure. Despite this need, the town does not have an internet café offering stable connections and infrastructure. In addition, there is very limited support for permanent residents who require simple computer services – such as repairs, updates or modifications.

Target Markets

Primary target: age group 18-35 for internet café services.

Secondary targets: Age group 14-25 for computer gaming. All demographics for computer support services. All demographics for coffee bar/snack bar. All demographics for photocopying, faxing and printing.

Keys to Success

  • Reliable and fast connectivity, with sufficient bandwidth for internet gamers and (impatient) internet browsers
  • Hands-on IT support/advice for users
  • ‘Cool’ enough to be a ‘hang out’ for the primary target audience, while avoiding alienating the secondary targets
  • Friendly and efficient service, but still laid back and welcoming so that the venue is a ‘destination’
  • Good quality and reasonably-priced food/snacks – but bearing in mind that this is a coffee bar and not a full-service restaurant
  • Efficient and reasonably-priced assistance to customers requiring simple and basic support for their personal computers/laptops – but bearing in mind that the primary business is (at present) not a computer store.

Growth Trends

Visitor numbers have increased by an average of 10% annually for the past three years (source: Kouga Municipality). Similarly, the number of permanent residents has increased by an average of 7% annually for the past three years (source: Kouga Municipality).

Training & Skills

Jayden Olivier will be a hands-on owner and the primary contact point for customers and the community. He holds a degree in computer science and has a decade of high-level experience in computing/IT, and will thus be able to effectively manage all computing, internet and gaming-related operations. In addition, he has completed a diploma in Small Business Management and a certificate in Customer Relations from Intec College.

Tanya Olivier, Jayden’s wife, holds a diploma in Catering Management and is currently deputy banqueting manager at a conference and wedding venue in Johannesburg. She thus has people skills and catering skills and will run the snack bar/coffee bar operation.

Local residents will be recruited, as required, to fill lower-level jobs such as waitron and front counter assistant. Initially these will be mostly casual positions.