The next step is to describe the business concept and how your business will meet a need within the local market place. Be sure to include in your coffee shop description how your business will fill an untapped niche in the local market. For instance, perhaps your area has a number of national coffee shop chains or small coffee and doughnut shops, but there is no place to comfortably relax and meet friends or colleagues over coffee or a light meal while drinking hand-crafted coffee or other specialty drinks.