無價的失敗~特色咖啡廳之關鍵失敗因素

Abstract

104人力銀行在上班族2009創業意向大調查中，有意願創業者，有39.4%最想做「咖啡、餐飲、冰品、點心等」行業，顯示出來咖啡創業在行業別中是比較受創業者的青睞。然而根據經濟部中小企業處的創業諮詢服務中心統計，民眾創業成功率僅三到四成左右，若要提高創業之成功率，必須要做的重要工作之一，便是要做到關鍵成功因素；然則國外學者發現除強調成功因素外也要強調失敗因素。通過發現失敗因素，方能知道涉及的風險，並從過去的失敗中學習進而建立一個成功的企業。本研究之目的：一、瞭解特色咖啡廳創業者的創業動機。二、探討特色咖啡廳的關鍵失敗因素。三、如何將平衡計分卡的構面應用於關鍵失敗因素的探討。四、給予未來想要創業特色咖啡廳的人參考方向與建議。本研究之研究方法採用半結構式深度訪談法，訪談18位特色咖啡廳經營失敗者，收集受試者之資訊，輔以錄音、拍照確保訪談內容無遺漏，將內容以逐字稿之形式呈現，運用內容分析法將訪談內容編碼後進行整理與分析，找出影響特色咖啡廳的關鍵失敗因素。本研究之研究結果發現特色咖啡廳創業者在財務構面上以缺乏成本掌控最為重要、咖啡廳內的支出規劃不均居次；在顧客構面上服務方式不當最為重要、餐點品質不佳居次；內部流程構面以咖啡廳店內的缺乏標準作業流程最為重要、合夥情況不佳居次，最後在學習與成長構面上創業者均認為缺乏店長自覺為最重要之因素，其次為並未持續學習。透過本研究關鍵失敗因素之發掘，期待能降低未來特色咖啡廳經營失敗之風險。In the survey of the willing of starting a new business among officers in 2009 conducted by 104 corporation, up to 39.4% of the participants would like to start their own business of “coffee shop, restaurant, ice shop and snack bar”. Therefore, the survey from Small and Medium Enterprise Administration, Ministry of Economic Affairs, illustrated that only 30~40% owners will be successful. In order to raise the success rate, we should not only find out Key Successful Factor (KSF), but also Key Failure Factor (KFF). It help owners avoid and reduce the risk by finding KFF, learning a lesson and make a successful business. The purpose of this study is to find out the enterprising story of Characteristic Entrepreneurs and find out the KFF of characteristic coffee shop. Third, to utilize KFF in balanced scorecard’s (BSC) dimensions. Finally, give some suggestions to someone who wants to be a entrepreneur. The Method of this study combined in two ways: In-depth semi-structured interviews, through interviewing 18 characteristic coffee shop failure entrepreneurs by recording, taking photos and typing script, and using content analysis to find KFF of characteristic coffee shops. The results of the study revealed the top 2 factors of BSC’s perspectives in a characteristic coffee shop. In financial perspective: First, the lack of control and analysis of the capitalized cost, and second is the inequity in distribution of the operationg expenses. In customer perspective: First, the imprpoer quality service, and second is the poor quality foods. In internal processes perspective: First, without SOP (Standard Operation Process) plays, and second is the selection of inappropriate joint venture partners. In innovation and learning perspective: First, not having self-awareness, and second is not willing keep learning. The ultimate goal of the research is avoiding the characteristic coffee shop’s failure risk.