How we think about projections and goals
As we turn the page on another year, it’s time to evaluate our progress, set new goals, and strive for continuous improvement. One of the most powerful tools at your disposal is real data, particularly the year-to-year growth you experienced in 2024. By examining these numbers and the factors that drove your success, you can create accurate projections for 2025 and set your sights on surpassing that 2024 benchmark. Data offers a clear lens on what worked—and what didn’t—so you can focus your efforts on areas with the greatest potential. Whether you want to boost profit margins, expand your product line, or strengthen customer satisfaction, meaningful data analysis is your launching pad for success.
At Conscious Cup, we know that we compete in four main value propositions: Atmosphere, Product, Service, and Systems. Each of these pillars casts a broad net, influencing how customers experience your business and how your team performs. Nearly every decision you make—from hiring and coaching to product offerings—affects at least one of these areas, ultimately shaping your success.
At the beginning of the year we will review with our Shop Managers how their store performed. We will review the P&L, talk about staff, review sales goals and incentives. We will cover the four value propositions because we know that truly understanding how we are perceived under the lens of each of these categories will give us the information we need to make positive change. Hopefully, my staff has heard me talk about this a hundred times.
Atmosphere
Your shop’s atmosphere is the sum of all the visual elements, the cleanliness of the space, and the energy your team brings each day. A simple fresh coat of paint, updated furniture, or an organized display can impact how customers perceive your business. But arguably even more important is the atmosphere your staff creates: are they genuinely optimistic, friendly, and engaged? Are they helpful towards each other? Is it a fast, fun and energetic environment? Or do a few bad apples undermine the vibe? If the latter is true, address it now before negativity seeps into the customer experience. A warm and inviting atmosphere encourages people to stay longer, spend more, and, most importantly, return often.
Product
No matter how welcoming your environment, product quality is still the cornerstone of your business. If you’re selling coffee, for instance, think about whether additional training could boost your team’s expertise and consistency. Are there any outdated items on the menu that should be refreshed or removed? Do you need to upgrade or repair equipment to maintain high standards? Keep staff motivated by offering fun, friendly competitions like latte art challenges, and consider investing in industry events for management-level employees to stay inspired. Every product you sell is an opportunity to either delight or disappoint a customer. Remember, five excellent drinks won’t matter if the sixth one is subpar; for the customer who receives that bad cup, it’s the only experience that counts.
Service
Taking service from “good enough” to truly memorable involves more than just getting orders right. It’s about hospitality—connecting with customers on a genuine level. Encourage your team to greet customers warmly and ask how they’re doing, which shifts the interaction from a simple transaction to a moment of genuine human connection. Are managers actively coaching the team and ensuring every customer feels seen and welcomed? Building these touchpoints into the daily routine sets you apart from competitors and creates loyal fans who sing your praises.
Systems
Last but not least, strong systems underpin every successful operation. Keep a close eye on labor costs, inventory management, and vendor relationships—large distributors might increase prices without warning if you’re not paying attention. Regularly review and update standard operating procedures and checklists to ensure they’re in step with your current needs. Effective staff management also falls under systems: tackle underperformance with principled clarity, even when it’s uncomfortable. Sometimes, parting ways with ill-fitting employees is best for the company and the individual. When you maintain clear systems and a well-aligned team, you free yourself to lead confidently and innovate rather than constantly firefight.
Make 2025 Your Best Year Yet
In the end, striving for better data-driven projections, aiming for growth that outpaces last year, and continuously refining the four pillars of Atmosphere, Product, Service, and Systems will shape a successful 2025. Each decision—big or small—should move the needle forward on these core areas. Remember to celebrate your victories, learn from the challenges, and stay open to improvement. If you keep these principles in mind and never compromise on quality or service, with time and consistency you can overcome any challenge and exceed all your expectations.