The Future Coffee Shop –

Visions from Finland, Iceland, Norway, Sweden, & Denmark

Down to business: The five Nordic Barista Cup teams assembled at 10:45 a.m. to present their visions for their dream cafés to potential investors. In this case, the investors were members of the NBC Board ”Matts Johansson, Andreas Kragh, Ave Pilt, Addy Hedinsdottir, and Andreas Hertzberg ”each with 3000 Barista Dollars (B$) to spend on whichever teams presented the most viable plans for potentially successful coffee shops.

Well in advance of this year’s NBC, teams were instructed to develop business plans complete with vision, goals, budget, structure, strengths, and weaknesses, so much was expected of these presentations, which would provide the structure for the rest of this event.

Initially, each team had 10 minutes to present their business plan. At the close of each presentation, teams were given B$1000 each for correct sommelier and a correct coach. After all presentations were made, the investors announced which teams they would like to invest B$ in.


First up was Denmark. Team Denmark is comprised of Lene Hyldahl (reigning Danish Barista Champion), Søren Stiller Markussen, Christian Langerhuus (team sommelier), Stine Skouborg, and Troels Overdal Poulsen (team coach). Team Denmark introduced an interesting structure comprised of one concept split two ways: Spending mode and Go mode. With their values determined ”respect, honesty, joy, and transparency ”they explained how their desire was to create two worlds within the one café. The first, spending mode, was for people who would want to spend time in the café with their coffee and/or wine. The buzzwords for this segment were experience, indulge, savour, relax, ease, and converse. In this concept, customers would be served signature drinks, tapas, wines, lunch, and dinner. In the Go mode, which was designed for commuters who wanted to get their coffees quickly and move on, the key words were efficient, smooth, urban, quick, and convenient. They announced also that they intended to roast their own coffees. In addition, Team Denmark presented an annual budget broken into materials, wages, contribution margin, and more.

At the close of Team Denmark’s presentation, they were awarded B$1000 for having a correct sommelier.


The next team to take the stage was Iceland, which was made up of Jónína Tryggvadóttir, Ingibjörg Jóna Sigurðardóttir (Icelandic Barista Champion), Árni Ragnarsson (team sommelier), Njáll Björgvinsson (team coach), and Elfa Drofn Stefansdóttir. Iceland had designed a logo with the name, The Spot, and explained that the goal was to bring the customer closer to the product. œWe believe the future customer wants to be more involved,  Elfa explained, noting that her team would concentrate on education and even offer customers the opportunity to blend their own coffee. Team Iceland stated that they placed much importance on social responsibility and quality over quantity. They outlined their strategies as becoming trendsetters by supplying high-quality products, served by high quality baristas who had ambition and passion. They also presented a strong strategy for marketing The Spot. œHave you been Spotted?  œI’m at the Spot,  œWhere is Your Spot?  œiSpot,  and œWant to be Spotted?  for example. Team Iceland concluded by sharing their vision that they intend to œspot  every major city in the galaxy.

At the close of Team Iceland’s presentation, they were awarded zero B$.


Next up was Team Finland, which introduced judges and audience members with Café Avec. In an interesting opening idea, they intended to serve cappuccinos to each investor. However, the preparation of the cappuccinos took longer than they expected, and Team Finland ended up being fined for not having all team members on stage at the beginning of their presentation. No bother though “ Team Finland’s business plan was spot on, as they offered up ideas on environment and service. Their values were explained as ecological, innovative, reliable, responsible, and developing. Comprised of Jon Niemimaa (Finnish National Champion), Petra Koivukangas, Simo Horto, Lauri Vainio (team sommelier), and Krister Kaattari (team coach), Team Finland explained that their café would be a warm mix of classic modern tones, complemented by jazz and blues music and handmade details. The product list would change all the time depending on what was in season and available. They explained that they had three categories of products: A Products (80 percent of sales, regular products); B Products (15 percent of sales, more expensive products); and C Products (rare products, 5 percent). An interesting component of Team Finland’s presentation was their intention to be a desired employer by making the café setting something substantial and respected.

At the close of Team Finland’s presentation, they were awarded B$2000.


Team Sweden took the stage next, with a plan for a café called Local Globe, whose intention is to widen and deepen appreciation of fine coffee, tea and chocolate among the greater public. The team includes Anne Lunell, Costas Pliatsikas (2007 Swedish Barista Champion), Emma Andersson, Peter Frennhoff (team sommelier), and Johanna Cederström (team coach). They presented a menu complete with many taste combinations. For example, on the line with espresso, both a sweet and a savory treat were suggested as complementary accompaniments. Team Sweden also explained that they would like to purchase all of their goods with respect for human labor. Local Globe would not be a fine dining place but rather a modern, simple cafe with an educated and respectful staff and a unique physical design. In fact, Team Sweden even offered up professional plans for the design of Local Globe.

At the close of Team Sweden’s presentation, they were awarded B$2000.


Last of all, Team Norway presented their vision for a café: Det Norske Baristalandslaget. The vision included an idea for direct trade, and the promotion of understanding trade and promoting transparency among their consumers. They explained that they would use guerilla-marketing strategies to communicate the idea of putting precedence on pure products to the consumers. Team Norway includes Rasmus Helgebostad, Hanne Hovden, Kaveh Ataei (team coach), Frederik Kolderup (team sommelier), and Einar Kleppe Holthe (current Norwegian Barista Champion). When asked at the end of the presentation why an investor should invest in their café, Einar explained that the reason is that Team Norway believes passionately in direct trade.

At the close of Team Norway’s presentation, they were awarded B$1000.


And now, the investors would determine to which teams they would give their investment dollars! Team Finland scored the most B$, with B$4250; Team Sweden followed with B$4050; Iceland won B$3500; Norway was awarded B$1600; and finally, Team Denmark earned B$1450.