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Coalfields Coffee: Where to Go?
Fairchild, Gregory B.; Johnson, Marc Case ENT-0184 / Published February 8, 2012 / 23 pages.
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Product Overview

Gary and Renee Harris are a husband-and-wife team of entrepreneurs who are planning on opening a coffee shop in southwest Virginia. Gary has worked in food service and Renee has been a business manager for a small medical practice. They plan to rely on this experience and their passion for cooking to succeed. They intend to open a breakfast-and-lunch-focused casual restaurant—a coffee shop rather than a diner or full restaurant. In their home town of St. Paul, they do not believe there is sufficient traffic to support their endeavor. Instead, they are looking at three other possible locations. Each town has both advantages and disadvantages. They need to sign a lease soon, which means they need to decide where to locate. They have separately ranked the potential locations and, to their surprise, have done so in exactly the reverse order of each other. They now must reconcile their differences and explore what drove them to make such divergent evaluations.



Learning Objectives

This case can be effective for teaching strategy and entrepreneurship courses, especially in classes that focus on details such as the following: Location: The protagonists are evaluating different locations Food service: The protagonists' business is a restaurant Strategy: The protagonists will make different decisions based on strategic focus


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  • Overview

    Gary and Renee Harris are a husband-and-wife team of entrepreneurs who are planning on opening a coffee shop in southwest Virginia. Gary has worked in food service and Renee has been a business manager for a small medical practice. They plan to rely on this experience and their passion for cooking to succeed. They intend to open a breakfast-and-lunch-focused casual restaurant—a coffee shop rather than a diner or full restaurant. In their home town of St. Paul, they do not believe there is sufficient traffic to support their endeavor. Instead, they are looking at three other possible locations. Each town has both advantages and disadvantages. They need to sign a lease soon, which means they need to decide where to locate. They have separately ranked the potential locations and, to their surprise, have done so in exactly the reverse order of each other. They now must reconcile their differences and explore what drove them to make such divergent evaluations.

  • Learning Objectives

    Learning Objectives

    This case can be effective for teaching strategy and entrepreneurship courses, especially in classes that focus on details such as the following: Location: The protagonists are evaluating different locations Food service: The protagonists' business is a restaurant Strategy: The protagonists will make different decisions based on strategic focus