A visibility study for opening a roastery is a crucial step to determine the viability and

success of your business in a specific location. It involves analysing the potential demand,
competition, market trends, and the overall feasibility of the roastery based on both external
factors (such as location and demographic data) and internal factors (like operational costs
and resources). Here’s a detailed outline for conducting a visibility study:

1. Market Research

 Demographic Analysis:
o Assess the local population’s income levels, age, coffee consumption habits,
and overall coffee culture.
o Determine if there’s a target market for specialty coffee or artisanal roasts.
Understand if the area has a demand for high-quality, locally roasted coffee.
 Consumer Preferences:
o Understand preferences related to types of coffee (e.g., light roast vs. dark
roast, single-origin vs. blends).
o Conduct surveys, focus groups, or online research to learn about potential
customers' coffee-buying habits and willingness to pay for premium coffee.
 Coffee Consumption Trends:
o Investigate the national and local coffee consumption trends.
o Look at the rise in interest for ethically sourced coffee, sustainability, and
health-conscious options like plant-based milk.

2. Competitive Analysis

 Direct Competitors:
o Identify local roasteries, cafes, and chains offering coffee products. Analyse
their pricing, product range, and customer base.
o Understand the market share and potential gaps in the market.
 Indirect Competitors:
o Consider supermarkets, online stores, and subscription-based coffee delivery
services.
o Compare the availability and pricing of pre-roasted beans or ready-made
coffee products.

3. Location Analysis

 Foot Traffic and Accessibility:

o Select a location with high foot traffic, ideally near areas with cafes,
universities, or offices.
o Consider parking availability, visibility, and ease of access for both foot and
vehicle traffic.
 Local Economic Conditions:
o Evaluate the overall economic health of the area (e.g., employment rates,
average income).
o Assess if people in the area have disposable income to spend on premium
coffee.
 Zoning and Permits:
 o Check local zoning regulations to ensure that opening a roastery is allowed in
your chosen area.
o Identify permits and licensing requirements (health, food, business, etc.).

4. Supply Chain and Sourcing

 Coffee Bean Sourcing:

o Identify reliable suppliers or direct relationships with coffee farms for quality
beans.
o Consider the availability of green coffee beans and the cost-effectiveness of
sourcing them directly vs. through a distributor.
 Roasting Equipment and Facility:
o Determine the size and type of roasting equipment needed.
o Consider equipment costs (roasters, grinders, packaging systems) and space
requirements.
 Packaging and Distribution:
o Analyse potential packaging options that will preserve coffee freshness and
appeal to customers (e.g., sustainable packaging).
o Plan for distribution channels: will you sell through cafes, local stores, or
direct-to-consumer?

5. Financial Feasibility

 Initial Investment:
o Estimate the costs to open the roastery (equipment, space renovation, licenses,
marketing).
 Revenue Projections:
o Estimate revenue from selling roasted beans, coffee subscriptions, or
wholesale.
o Account for fluctuations in demand based on seasons or trends.
 Operating Costs:
o Consider costs for labor, supplies, utilities, and insurance.
 Break-even Analysis:
o Calculate when the business is expected to cover its initial investment and
generate profits.

6. Regulatory Considerations

 Food Safety and Health Regulations:

o Ensure that you comply with all food safety regulations for roasting and
packaging coffee.
 Labour Laws:
o Familiarize yourself with employment regulations if you plan to hire staff.
 Environmental Regulations:
o If your roasting operation produces significant emissions, check local
environmental laws regarding air quality and waste management.

7. Marketing and Branding Strategy

  Brand Identity:
o Create a compelling story and identity for your roastery. Consider the appeal
of being a local, sustainable brand or focusing on specialty blends.
 Promotions and Advertising:
o Plan a marketing strategy that may include social media, local events, or
collaborations with other local businesses.
 Customer Loyalty Programs:
o Consider introducing loyalty programs to increase repeat business and
customer retention.

8. Risk Assessment

 Market Risks:
o Identify potential risks, such as market saturation, price volatility in coffee
bean sourcing, or changes in consumer trends.
 Operational Risks:
o Consider risks related to equipment breakdowns, production delays, or supply
chain disruptions.
 Economic Risks:
o Account for possible downturns in the local economy that could affect
consumer spending.

9. Timeline and Milestones

 Develop a timeline for the next steps, from securing funding and finalizing your
location to getting the necessary permits, installing equipment, and starting
production.
 Set clear milestones for evaluating the progress of the roastery once it is operational.
1. Market Research

 Consumer Insights: Analyse the local community’s coffee habits. Are people in the
area coffee enthusiasts, or are they more casual drinkers? Understanding what
consumers value (quality, sustainability, price, etc.) is key.
 Market Size and Potential Growth: Research how big the local coffee market is and
whether it’s growing. Is the demand for specialty or artisanal coffee expanding in
your area?

2. Competitive Analysis

 Competitor Mapping: Identify existing roasteries, coffee shops, and larger coffee
brands operating in the area. What’s their product range, pricing, and customer loyalty
like?
 SWOT Analysis: For each competitor, evaluate their strengths, weaknesses,
opportunities, and threats. This will help you spot gaps in the market or areas where
you can stand out.

3. Location Evaluation

 Proximity to Customers: Consider whether the location is easily accessible for your
target customers. Are you near residential areas, busy shopping streets, or business
hubs?
 Foot Traffic: High foot traffic in the area can contribute to success. Is the location
visible to passers-by or does it require heavy marketing to attract attention?
 Local Business Environment: Analyse if the area has a healthy entrepreneurial
ecosystem. Are other local businesses thriving, or is there a risk of economic
downturn?

4. Supply Chain & Sourcing

 Bean Sourcing: Identify where you will source your coffee beans from (e.g., directly
from farmers, coffee importers, etc.). What is the cost and availability of green coffee
beans? Will you offer a variety of bean options (single-origin, blends, organic)?
 Roasting Equipment: Identify the type and capacity of roasting machines (e.g., small
batch roasters, large industrial machines) and other equipment (grinders, packaging
systems) you will need.
 Packaging and Branding: Determine your packaging style—will you use eco-
friendly packaging, and how will you incorporate branding?

5. Financial Considerations

 Start-Up Capital: Estimate initial investment needs (equipment, renovations,

inventory, initial marketing). What sources of funding will you pursue (loans,
investors, personal savings)?
  Ongoing Expenses: Understand regular operating costs like salaries, supplies (coffee
beans, packaging), utilities, and marketing. Can your sales volume cover these costs
and eventually make a profit?
 Profitability Forecasts: Estimate break-even points and long-term profitability. How
much revenue do you need to generate to cover operating costs and make a
sustainable profit?

6. Legal & Regulatory Requirements

 Licensing and Permits: Research what licenses you need to operate a coffee roasting
business in your area (business license, health permits, etc.).
 Food Safety Compliance: Determine what food safety regulations apply, including
safe handling of coffee beans, roasting processes, and packaging.
 Zoning and Environmental Regulations: Investigate zoning laws to ensure you’re
allowed to roast coffee at the selected location. Consider potential noise, emissions,
and waste disposal regulations associated with roasting.

7. Customer Engagement & Marketing Strategy

 Target Audience: Identify who your ideal customers are—are they office workers,
students, local residents, or tourists? What are their purchasing habits (online vs. in-
store)?
 Brand Identity: Develop your unique selling proposition (USP) or brand story. Is
your brand about sustainability, luxury, or innovation? Consider how you will
communicate your story and mission through packaging, marketing, and customer
experience.
 Digital Marketing: Build a presence on social media platforms (Instagram,
Facebook, etc.), create a website with e-commerce capabilities, and perhaps offer a
subscription service for customers to receive fresh coffee regularly.

8. Operations & Logistics

 Facility Layout: Design the interior space for optimal roasting, packaging, and
customer interaction. Will your roastery have a retail component, or will you focus
entirely on wholesale?
 Production Workflow: Determine the processes for roasting coffee, packaging it,
and getting it to customers. Streamline your operations for efficiency and consistency.
 Staffing Needs: Estimate how many employees you'll need. What skills are required?
How will you train your staff to ensure quality control and excellent customer
service?

9. Risk Management

 Market Risks: Consider potential market risks, like changes in consumer preferences,
economic downturns, or increased competition.
 Supply Chain Risks: Understand the risk of fluctuating prices for coffee beans,
supply chain disruptions, or poor-quality shipments.
 Operational Risks: Factor in equipment breakdowns, delays in production, or issues
with logistics. How will you mitigate these risks?
10. Timeline & Milestones

 Planning Phase: Map out your initial steps, such as finalizing the business plan,
securing funding, finding the right location, and acquiring equipment.
 Implementation: Set milestones to track progress, like completing renovations,
finalizing sourcing agreements, and launching marketing campaigns.
 Post-Launch: After opening, assess whether the business is hitting growth targets and
what adjustments need to be made to improve operations and revenue.

With this comprehensive visibility study, you'll have a well-rounded understanding of what it
takes to open a successful roastery and the potential hurdles you may face. Let me know if
you need more specific details on any of these steps!