SWOT Analysis Strengths:1. Free WIFI• To entertain and captivate family and friends of TJ Maxx shoppers. With the implementation of our wireless features, we hope to eventually offer online incentives such as online shopping, coupons and membership rewards to help strengthen our café even further.2. Increased customer traffic • Additional customers, historically loyal to Starbucks products, who have never shopped at TJ Maxx. We hope to increase customer traffic to our cafe, which will increase sales of not only our cafe, but also TJ Maxx.3. Relaxed Atmosphere • TJ Maxx shoppers will spend more time and money because their companions will be comfortable and worry-free. Families are willing to stay longer because everyone is happy. This will result in longer time spent and increased sales. Weaknesses: 1. High costs • Possibility that coffee shop sales and customer referrals to TJ Maxx do not justify or support expenses.2. Distraction • Customers linger too long at our “Relaxx” café and actually shop less at TJ Maxx. The implementation of the cafe aims to increase purchases and sales. Opportunities: 1. Generate additional TJ Maxx sales • As mentioned, WIFI can provide cafe customers with incentives to shop online at TJ Maxx and the ability to download TJ Maxx sales coupons. We hope these potential online ideas will help increase and generate more sales within our Café and TJ Maxx.2. Expand “Relaxx” Cafes to Other TJ Maxx Locations • Once the success of this business plan is well documented, this model can be replicated throughout the TJ Maxx business. We are starting with one location in Boston and plan to open "Relaxx" cafes in other TJ Max locations...... middle of paper ...... ions will be implemented throughout the Boston area , we plan to potentially hire part-time students in need of work experience in the Boston area. There are approximately 250,000 students located in the city itself alone. We believe these students will be looking for flexible, part-time schedules with minimum pay. For Relaxx coffee baristas, licensed by Starbucks, they will comply with Starbucks standards and training. Below are the skills needed to perform manager and barista tasks in a coffee shop:1. Interpersonal skills are a very important function of having a successful cafe.2. Ability of employees to learn quickly and effectively3. Work in a team and be able to maintain and build relationships4. Communication is a key factor. Able to carry out written and oral instructions and able to clarify with colleagues and clients