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Executive Summary
Deaf in Business- Coffees of Hawaii is a deaf run gourmet coffee outlet located in Damansara Perdana that provides Hawaiian coffee and tea to its customers. It is the first café that incorporates the hearing impaired in the business world. Working experiences are not compulsory for the hearing impaired applicants as they will be trained by hearing coaches.DIB has been in the industry for approximately 3 years, founded by Dr Allen Teh in January 2012. Profits are also fully utilized for outlet expansions, distinctly portraying its non-profit establishment nature. Dr Allen had introduced kiosks as a publicity boosting strategy has been carried out in various areas such as churches and Taylors Lakeside University.
DIB provides 100% imported roasted Hawaiian coffee beans and teas to its customers. Beverages such as hand crafted coffee, tisanes, smoothies and shake are seen on their list. Besides, DIB serves western meals and desserts to their customers. The café also offers a range of packet Hawaiian coffee beans, with a brand name of ‘Coffees of Hawaii’ to its customers.
Incorporating the disabled may demonstrate that DIB might be facing more challenges and obstacles as compare to other business entities. Therefore, to further improve DIB’s business, as a group, we strongly recommend the extension of DIB’s coffee product line by introducing the instant Hawaiian coffee to their customers. Living in the hectic city life, customers, mainly office workers, often seek and emphasize on convenience. Time is a constraint when it comes to working people especially when workload piles. By introducing DIB’s instant coffee, with the brand name of ‘Coffees of Hawaii- Ready Brew Sachets’, DIB is able to magnify the number of customers by targeting office workers. DIB is located at Damansara Perdana, whereby the density of office workers is high. Therefore, the introduction of instant coffee is definitely a wise choice as workers are able to brew their coffee in a shorter period of time or whenever they desire. Besides that, DIB would also be the first to introduce instant Hawaiian coffee to the market as the instant coffee in Malaysia mainly consist of local coffee beans. This aspect is a contribution to DIB’s distinctive edge, providing them the opportunity to sustain their business.
With the aim to expand its outlet worldwide, DIB visualizes its outlet to be a profitable and successful deaf-run gourmet coffee chain. Expanding its coffee line may be a stepping-stone to its goal, providing increments to the profits of DIB. Partnerships of philanthropist and business organizations are encouraged to aid DIB financially, providing the opportunity for DIB to be a successful and sustainable business.