With her background as a teacher, opening a coffee shop that caters for children’s entertainment was a natural fit for Monique Biddulph.
Even after two years at the helm of Coffee and Kids Company in Lorraine, her greatest motivation is still the joy of her youngest patrons.
Can you give me some background on yourself and how and when the business was started?
We opened on August 8 2016. It has always been a dream of mine to run my own coffee shop, though I’m actually a qualified teacher.
I taught foundation phase at Woodridge College for eight years before I was remarried and had my son.
At first, when I thought of starting a business, I wanted to open a baby shop.
I did a course in Cape Town on classes for babies, which is where the seed was planted.
I then thought that if moms come to attend baby classes, they might want to have coffee and something to eat afterwards.
My husband and I thought about it. The shop in the Willow Road centre became available and we decided to go for it. It has kind of run away with us since, which is wonderful.
I have three kids of different ages, and I thought there was really a need in Port Elizabeth for a place where parents can relax while their kids of all ages could be entertained.
I came up with the concept of having an inside area for babies and children under the age of three, which is almost nonexistent in PE.
Here you are also close to your children, where other places have closed-off play areas where you can’t see your kids while they play.
With my teaching background, I thought you’d need different parts for different age groups and decided that whatever we put in the 0-four section should be duplicated in the five-12 section, but be developmentally age-appropriate.
We have dedicated childminders as well, for the inside and outside play areas, and they watch for the children’s safety and play with them.
There is also the party venue – the Clubhouse - which opened not long after the coffee shop.
We’ve hosted mommy classes, holiday club and kids’ yoga, to name just a few.
What is your core service?
We’re a one-stop parent shop, where you can come to relax and have a good meal – and so can the children.
What was the biggest shock to you, moving from the classroom to owning your own business?
I have hospitality experience. I was a waitress for many years and managed an establishment in Central for a while, so I knew what I was doing from a restaurant point of view.
I think the biggest shock was probably becoming acquainted with the legal side of things, managing staff, learning all the laws and getting to know the business side of things.
I wish there was a handbook for new entrepreneurs!
What makes your business unique?
I’d say our unique selling point is definitely the separate playgrounds for different age groups, and the inside area for babies, which accounts for about 80% of our business.
There is an extreme need for a safe play area for that particular age group. I get complimented often on the concept.
Safety is always my top priority. I’m constantly checking the playground and upgrading things. Cleanliness is also an extreme priority for me.
How many people do you employ?
About 16 people, ranging from full-time to part-time staff. How do you measure success in your business?
The best measure is the happiness of the kids and the parents.
At the end of the day, however, it is also about being profitable.
Your business was meant to be centred on children; what made you decide on a coffee shop specifically?
It’s always been a dream of mine. I’m a hostess at heart. My family members were not surprised when we decided to open something in the line of hospitality, and it seemed a logical fit for my personality.
What are some of your biggest day-to-day challenges?
It’s a struggle to find good and dedicated staff.
Being in a working-class suburb is also difficult because we don’t have a lot of walk-through trade here; it’s a destination shop.
One of the biggest challenges is waiting for people to learn about you and for the word to spread.
It has taken us two years but we finally feel that people are becoming more aware of us.
It’s also a challenge to find a balance between your personal life and your business.
In fact, that’s why I decided not to open at night, so I can still spend quality time with my family.
What is your target market?
We aim to attract kids from newborn to 12 years, and their parents.
If the parents aren’t happy and comfortable they won’t stay, so it is about keeping them happy as well.
However, although it’s aimed at kids, we have noticed an increase in businesspeople coming into the shop in the mornings during the week when we are quieter, so we certainly welcome all business.
What kind of advertising do you do?
We do a lot of social media advertising.
Social media is the only way to go.
We also rely on word-of-mouth.
We have recently introduced various party specials at our Clubhouse in the same centre, which has definitely promoted our business.
What was the first step in launching the business?
Finding the right location and making sure it had an indoor and outdoor space and a kitchen.
How do you motivate staff?
I have personal relationships with them and care about them as people.
We always work as a team.
What do you think are the key traits of a successful entrepreneur?
You definitely have to be a people’s person.
You should have good organisational skills and be a quick problem-solver – whether it is with your staff or customers.
Being able to deal with a situation that arises quickly and professionally is key.
Lastly, you have to be persistent and committed at all times.
Take complaints as constructive criticism and use it in a positive way to benefit and improve your business.
Do you have any plans for expanding the business, and how would you go about this?
Absolutely. We’d like to open a franchise in Cape Town, and there has been interest for this.
People love the concept of the different playgrounds; I think there’s a huge need for it.
I imagine the franchise will be realised within the next year.
What is the biggest lesson you’ve learned from your business journey so far?
Take a chance, go with your gut and don’t fear the unknown.
Go with your passion.
Work hard and persist through the tough times.
Tips for budding entrepreneurs
Don’t be scared to be original and try something new.
Always think out of the box.
Hiring a manager who shares the same vision and passion as you is vital to the success of your business.
Understand that you will have to wait two to three years to see any financial reward.