藝術咖啡館之創業計畫 / The Third Place Café is determined to be more than an ordinary café; it will be an innovative fusion of specialty beverage shop and art entertainment studio to enrich people’s lives. As the name implies, The Third Place Café will offer a comfortable social space for one to escape the daily stresses of life and work, to meet friends, to enjoy great tasting treats, or to explore the esthetic sensibility and creative nature of oneself. The Third Place Café will serve premium hot and iced beverages and light snacks. We will use Fairtrade certificate coffee beans only. The Third Place Café will also exclusively feature art entertainment service to customers in two easy-to-do forms: 1) customizing jewelry, 2) painting on a canvas. All the required jewelry and painting supplies will be provided. The Third Place Café will be located in Taipei City Center, in the highly-visible alley off Zhongxiao East Road, where popular hangout and entertainment places are aggregated and with close proximity to art & culture landmarks; two MRT stations serve this area. Our target clientele will be young urban professionals aged between 25 to 44 years with a disposable income and interest in art. The Third Place Café will be operated as a general partnership by three partners. The total planned investment is about NT$ 3 million, NT$ 1.232 million for the start-up expense and NT$ 1.768 million for start-up assets. The Third Place Café anticipates sales of NT$ 4.08 million for the first year and increased sales of 10% per year in the second and third year. Our financial priority is to surpass break-even point early on and maintain a healthy average net profit margin of 15% or the first three years.

Hola Café & Culture is more than a regular Café, is an innovative concept mixing attractiveness of High quality coffee from Central America region and the new positive acceptance and influence of Latina American Culture in Taiwan. The main differentiator is exclusive traditional products, live music performance from Latin American artist and high-quality coffee all in one originally decoration that reminds the customer the best of Latin American culture. Our products include coffee beverages and beans, desserts, other beverages (Pinolillo & Rum Flor de Caña), 100% genuine leather bags and belts, handmade Nicaraguan ceramics. Our Café have a small stage with a projector and Karaoke with full surround system that can be rent as part of our services. The Café is located near Huashan Creative Park area a well center and highly traffic zone. Our targeted customers are young Taiwanese population from Taipei and Latin American residents and visitors. Hola Café & Culture will be part of a 2-person’s ownership with a total investment of $ 100,000, 23% belongs to expenses and 55% is Cash required for operation. The management will be assumed by one of the owners and will count with a staff of one full time barista and one part-time server. The sales volume is very conservative for the first year; coffee beverages will increase in 15% for year 2 and 3 and normalize by the rest of the 5 years. The rest of the products will experience a slow but solid increase. The Café will reach net profit from year 1 for a total of U$ 165 thousand in 5 years.

台灣休閒咖啡館商業計畫書 / In Taiwan, have a cup of coffee have become part of the life of people who lives in the city. We cannot only buy the coffee in coffee shop like Starbucks, Barista, or Mr. Brown but also in convenient stores like 7-11 and Family Mart. These places provide different kinds and levels of coffee. This causes a fierce competition in coffee shop market. But this also indicates that the needs of coffee keep growing. Although lots of places provide coffee, only few of them provide quality coffee in a special and tasteful space. Most coffee shops are for people to sit down and talk and consumers don’t care if the coffee is good or not as long as it’s cheap. Actually from a cup of coffee, there are lots of things to talk about. From the history of drinking coffee, places that coffee bean grows, and people who live in those places. It will be fantastic if people know this information when having coffee. Form a cup of coffee, we know how to care about the world, and we don’t have to learn these things in a classroom but in a warm, elegant coffee shop. Le Moulin de la Galette will be a shop that not only provides good coffee, but also knowledge of coffee and the way to develop the culture of coffee. It will also be a place that the customer will gain a series of delightful experiences instead of just some products that you can have anywhere.

公平交易咖啡館商業企畫書:以經濟與社會脈動為基礎 / Fair Trade Café plans to open in spring 2011 and will be located in the Porter Square area of Cambridge, Massachusetts, USA. Fair Trade Café will seek to capitalize on the growing interest in fair trade by selling a complete line of fair trade coffee and tea products to consumers. Fair Trade Café is determined to become the number one choice for residents of the Porter Square area for all their café desires. Fair Trade Café will thus market itself both to the everyday coffee/tea drinker, as well as to progressive consumers who are interested in supporting long-term economically sustainable fair trade business. Fair Trade Café will be a limited liability corporation owned by Nicholas Kanter and Michael Kanter and four private investors. Both Nicholas and Michael have long been interested in working with fair trade products and are extremely enthusiastic about getting into the fair trade café business. Nicholas is a soon to be graduate of the prestigious International MBA program at National Chengchi University in Taiwan with a specialization in Marketing. Michael has over 35 years of business experience serving as CEO of Cambridge Naturals, a natural products store, as well as working as a consultant to numerous successful start-ups. Fair Trade Café will seek to lease a space approximately 300 sq/m in the Porter Square area of Cambridge, Massachusetts. Porter Square is a very busy and urban part of Cambridge that attracts significant foot, car and public transportation traffic both during the week and on the weekends. An initial amount of $180,000 will be required for start-up. Nicholas Kanter and Michael Kanter will each contribute $45,900, and the private investors will contribute $22,050 each.

本論文的研究主題在於補足對於近代早期英格蘭咖啡館「禮儀文化」研究的不足。藉由德國社會學家埃利亞斯的「文明進程」理論，我們不僅得以宏觀地理解長時段的「禮儀」發展脈絡，亦得以明瞭所謂的「禮儀」即是一種個體於人際互動中所展現的社會行為，而此行為講究的是對個體的各種言行舉止與心理情緒的控制、約束與調整。以「文明進程」理論為基礎，本文的目標在於從近代早期英格蘭「禮儀文化」的脈絡切入，以相對微觀的角度，藉助「區隔性」與「普遍性」、「真實性」與「虛偽性」兩組對立情勢考察咖啡館「禮儀文化」中「行為的呈現」與「內涵的詮釋」兩種層面的發展過程。 本文第一章的主題為「英格蘭咖啡館文化的建立與發展」。本章第一部份除了概述咖啡與咖啡館的東方起源與發展外，亦將描述英格蘭旅行家眼中的東方咖啡館樣貌。於第二部份，筆者則將談及在東方咖啡館文化的影響之下，牛津咖啡館與倫敦咖啡館的建立與發展。第三部份則敘述咖啡館的多元服務及其經營特色。藉由背景的鋪陳，本章試圖勾勒出英格蘭咖啡館逐漸成為重要社交聚會處的發展因素與過程。 本文第二章的主題為「英格蘭咖啡館的禮儀文化」。本章第一部份以「洛塔咖啡俱樂部」的建立作為咖啡館「禮儀文化」的具體萌芽基點，並試圖描繪「菁英群體」如何將英格蘭的「禮儀文化」帶進咖啡館，使其成為「有禮」且「有理」的談論場域。而在第二部份中，我們則將看到「菁英群體」與一般大眾如何在強調平等、包容與多元的咖啡館中，以「禮儀」的展現作為和諧相處的互動方式，並逐漸形塑一互敬互重、愉悅且平和的社交氛圍。於第三部份，筆者將考察於咖啡館中所建構的「禮儀文化」如何受到當代著名期刊《閒談者》與《旁觀者》的推崇與推廣。從1659年「洛塔咖啡俱樂部」的建立以至1714年《旁觀者》的停刊，從萌芽、建構以至推廣，本章重點即在於探究從復辟至18世紀初期，咖啡館文化與當代「禮儀文化」之間的緊密聯繫與相互影響的過程，一段從「禮儀在咖啡館」到「咖啡館的禮儀文化」之發展脈絡。 本文第三章主題為「英格蘭咖啡館的無禮文化」。於本章中，筆者將分別以四個部份，包括「時髦男子與紈褲子弟」、「八卦愛好者與造謠者」、「冒犯與衝突」及「咖啡館妓院」等各種違反「禮儀」規範的人群與言行舉止，談論咖啡館中的「無禮」現象。儘管每一種現象背後，均有其各自的發展脈絡，但它們所呈現出的樣貌，卻不約而同地對咖啡館「禮儀文化」的建構產生重大衝擊。然而，從當代對於這些「無禮」現象的嚴厲批判中，我們亦能反向印證咖啡館「禮儀文化」的影響性已深入人心。 綜觀上述，本文之核心論述脈絡即在於，以英格蘭咖啡館文化的發展作為基點，以「有禮」和「無禮」作為正面與反面的論證，考察英格蘭咖啡館「禮儀文化」的發展過程。

“Premium services will be offered by a cup of coffee” which is a relatively new business model in Taiwan. Thanks to the internet booming in recent years, it becomes less and less difficult for people to create new businesses; which leads to co-working spaces largely increasing their numbers in the world, especially in the U.S.A. and in Europe. It has become a global trend where people go to work and go to socialize. However, there are few co-working spaces existing in Asia, especially in Taiwan; their spaces are not cheap or one has to pay membership fee. You may or may not ever hear about the “Garage Café” in Beijing which is currently running a very successful business. It offers a low cost but high efficiency work space to entrepreneurs, start-up companies and many young people who have dreams of doing business. Our ideal is to introduce this type of business model in Taiwan; our goal is not aimed to make big profits but to bring a lot of business opportunities to boost the Taiwanese economy and to lead Taiwanese products to global markets.