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John Ayoub

If you think that running a successful business is a matter of luck, you should speak to John Ayoub. If you are a budding entrepreneur or even if you are well-established, John’s story is an inspiration and an example of the mindset and expertise that you need to create a long-term success.

It has taken John 25 years to become an overnight success with the Coffee Emporium, although he only acquired the brand about 15 years ago.

When we talk about mindset, we of course mean that single-minded passion which drives the business and overcomes all obstacles. It is also the vision which took John from running a small coffee shop to now opening outlets in the Middle East with ambitions for conquering China as well as several other countries in Asia. At the moment, the focus is on the Middle East and North Africa but somehow, we suspect that what is really on John’s mind is nothing less than world domination!

Although the original Bankstown Coffee Emporium dates back to 1991, the company’s mission has not changed.

‘We are committed to consistently delivering the most outstanding personalised guest experience in our Coffee Houses by providing premium quality coffee and food offerings’

Add to that the company’s corporate values of integrity, respect, transparency and trust with continuous commitment to excellence, innovation and growth, with strong leadership, accountability and collaboration – delivered through a culture which fosters a fun, vibrant and creative atmosphere……. And you have a business which screams positivity and progress.

All Photo Credits go to The Daily Telegraph
All Photo Credits go to The Daily Telegraph

The company’s expansionist frame of mind was brought to fruition with the help of John’s cousin Sam Ayoub, who brought his experience in retail and franchising, as well as his undoubted skills in financial management. He is the numbers man who understands not only the domestic markets, but has enabled the business to expand internationally.

Neither John nor Sam gained their substantial expertise and experience within their present company. They both came ready prepared with years of experience already behind them.

John learned all about coffee while working his way up at a major coffee company where he was ultimately a master barista trainer. Sam on the other hand, is an experienced finance executive who continues to provide the accounting and financial know-how and leadership which every company needs.

You can have the infrastructure, you can have the expertise, you can have the people, but standing alongside all those advantages, you must have a quality product that you believe in.

John’s Nonno blend which is made from a selection of the best coffee beans from all over the world was where it all started and where it continues as the house blend.

The original Coffee Emporium was bought in 2002 and what was initially a niche coffee brand, being delivered in a tiny shop in a Sydney suburb, gradually gained more and more fans. The word spread, as did the company and as they say, the rest is history.

The Coffee Emporium franchises are now popping up all over the place and don’t be surprised if one day, there will be one near you.

What next? A wine bar and restaurant in Parramatta – known as The Emporium – but we suspect that before long there will be seen quite a few Emporiums all over the world!

Both John and Sam have learned many lessons on their journey, but they both reckon that the nucleus of everything is their uncompromising and continuing use of their own premium coffee blend.

But the most difficult lesson they have learned is that there comes a time when you have to admit that you need help and outside expertise. That is why they have hired a group general manager who knows and has experience in how to take their business to the next (international) stage.

John and Sam are both excellent examples of two guys who really did wake up and smell the coffee! Then they sold it!  (no apologies!)

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AN UP-TO-DATE BUSINESS PLAN THAT INCLUDES:

One- and three-year projections
A capital budget

AN ANNUAL MARKETING PLAN THAT INCLUDES:

Precise sales and profit goals and timetables
Strategies and tactics for the next three years
Budgets, Forecasts, and Benchmarks
A tentative sales plan
My marketing plan also includes:
The demographics of my target markets
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A competitive analysis
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Projections for other products or services that could be developed
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MONTHLY BUDGETS AND STATEMENTS THAT INCLUDE:

Thorough and up-to-date records
Cash flow budget
Profit and Loss (Income) Statement
Balance sheet
Deviation analysis
Standard cost comparisons
Cash reconciliation

AN INFORMATION BASE THAT ALLOWS ME TO:

Keep track of new developments in the industry
Obtain and study key trade information
Understand what “state of the art” means in this business
Provide customers with the best available information about our products and services
Keep all our employees adequately informed

I’M CERTAIN THAT THE BUSINESS IS PROPERLY CAPITALIZED BECAUSE I:

Base capitalisation on worst-case planning
Have emergency funds (or access to them)
Have discussed this with my banker

I UNDERSTAND THE VALUE OF THE BUSINESS BECAUSE I’VE MADE USE OF:

Professional appraisers
Present value methods to evaluate terms
Professional tax planning
Accurate, timely financial information

I STRIVE TO IMPROVE PRODUCTION, QUALITY, AND OPERATIONS BY:

Keeping the equipment in top condition
Maintaining safe conditions
Establishing high standards
Standing behind our products and services
Not tolerating shoddy performance
Working for consistency
Using our company’s “look” as a statement to our markets

PERSONNEL DECISIONS ARE BASED ON HUMANE, CAREFULLY CONSIDERED POLICIES THAT INCLUDE:

Checklists to make sure objectives are clear
Communication, to make sure objectives are understood
Written job descriptions
Regular progress and performance evaluations
Fair hiring practices
Fair wage scales

AS FOR MY OWN PERSONAL/MANAGERIAL SKILLS, I WORK HARD TO:

Develop my problem-solving abilities
Always stay calm
Be objective
Avoid investments in my own ego
Listen to my employees
Plan changes in our course to minimize negative effects
Make decisions promptly
Always get the facts behind problems
Accept my own limitations
Delegate tasks that can be done more efficiently by someone else
Analyze all available options
Develop my reading/study habits
Improve my skills
Consider and evaluate risks
Be positive with customers, employees, associates

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