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Recommendations Regarding Business Goals for Shania

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The best move is for Shania to open the coffeehouse as an independent business.   This will allow her to be able to attract the target customers her own way. It will also allow the business to grow according to plan and not be speeded up which may force it to close prematurely. An independent coffeehouse will also meet with the goal of her being the manager and making the business relate with religion (Spadaccini, 2007). The name “ The Gathering Place” has already been taken in Colorado and is a trademark as well and hence cannot be used by Shania for her coffee business.

The name is not a good choice for a coffeehouse (and one that aims to target Christian customers only) because it indicates that it is an open place for all types of people in need.   There are several organizations all over the country with the name. They provide solace and are open to all types of people to offer assistance and rehabilitation (Puri, 2014). The trademark company, for example, provides shelter and rehabilitation to even transsexuals and groups which are non-Christians.

People are therefore likely to mistake the coffee house for such a place. The name does not sound Christian-like even though Shania may like to believe otherwise. The name of a place says a lot about the owner, the type of business it is and the likely people it is targeting. Out of the people who want to be included in the business, the best candidate is Shania’ s husband Marvin who wants to give Shania capital for the business but does not want any other responsibility to do with the business whether in management or its coordination.

In short, he has no interests in the coffeehouse other than just assisting his wife with capital to set it up and enable it to run. This would mean that she can still be able to be a sole proprietor without the worry of capital to start up the business.   Her sister has familial restrictions from her husband. Her neighbor is a non-Christian hence they both do not qualify.  

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