THE SWEET TASTE OF SUCCESS

       Witthaya Wasukraipaisarn (Aun) is a national celebrity. He is renowned as an actor in television dramas and in commercials. He has also featured in several music videos. Some of his recent projects, include Sab Phu Sa, a television drama, a Chevrolet Zafira commercial and Fung Hua Jai Tua Eng, a Masha Wattanaphanitch music video. Now, Witthaya has branched out by starting a new business, called "Coco Custard", a dessert cafeteria.
       From celebrity to entrepreneur
       Being an actor has its ups and downs. Although they get a high salary, their shelf-life tends to be quite short. One day they are in great demand, then the phone doesn't ring as frequently and finally the phone stays quiet. Witthaya knows this scenario all to well.
       "Right now, I don't have a major project on. Who knows when the next big role will land on my doorstep. A little while back I came to the conclusion that I need to secure my long-term future," he said.
       Consequently, Witthaya decided to open a shop. A family-run custard cafe sprang to mind because his grandmother can make heavenly Thai coconut custard (sang ka ya), using an old traditional Thai recipe.
       The actor understands that starting a cafe of this sort is not just about mouthwatering tastes. It also requires good planning and preparation just like other businesses. Buying equipment, production costs and pricing are among a large number of factors that he needs to consider.
       "You know, starting a new business is a big deal. I did some research to collect data. It's not easy to access all the information I required to open your own dessert cafe. I had to come up with a name, decide on what equipment is required and how to get the best employees blah, blah. I did everything myself," he said.
       Simply irresistible
       At Witthaya's cafe, people will be spoiled for choice by a wide selection of delectable treats. Custard, his signature, is perfect for a snack paired with steamed bread. The cafe also serves toast topped with a wide assortment of sauces, including chocolate, strawberry, pineapple as well as margarine and sugar, etc.
       Customers can also stop at the cafe to quench their thirst. A long list of cold beverages is on offer. Iced coffee and tea, iced strawberry milk and Italian soda are among the choices. Iced banana and coco milk are the most popular items.
       "At the beginning, we offered custard and bread only, but we have significantly increased the number of items," he said.
       Prices are quite low when compared to other places. Custard and bread starts at 50 baht and iced drinks are at 30 baht.
       "I believe reasonably priced products, of a high quality, attract customers," the star said.
       Financial projections
       Witthaya says that cost is the main factor in a business operation. Entrepreneurs will find that their enterprises will prosper or die depending on how they control the cost of their operation. For him, keeping the expenses down is the secret to his success. By doing so, he makes enough money to stay in business and earn a profit even though it's a small one at the moment.
       He saves money, for example, by purchasing ingredients such as eggs, coconut milk and sugar in bulk at stores nearby. The stores also provide free delivery which also helps keep costs down.
       "I get wholesale prices, which are much cheaper than going to supermarkets. Car mileage is a definite cost factor with a home-operated cafe. The superstar also admitted that it doesn't pay to be too cheap when it comes to initial investment. For instance, he tried to design the shop's logo himself but was told by family and friends that his own design wasn't good enough.
       "What I learned was that it pays to invest more in getting an expert to come up with things like an elegantly designed logo. It helped boost the image of my cafe," he pointed out.
       Location
       Witthaya had good luck in terms of location. His family owns the building where the cafe is located and as a result, there are no rental charges.
       The building was originally a dental clinic. It was then completely renovated and redecorated. In addition, the cafe is situated in a busy area with other businesses, schools and transport links close-by. It is only a stone's throw from Huay Kwang's subway station. This he feels can help attract a larger customer base.
       "The main drawback to our location is that we don't have parking space for customers. They have to park in the opposite soi," he said.
       Marketing products
       Wonderful smells wafting from the kitchen alone cannot guarantee his business will thrive - advertising the place is another important concern.
       "Originally, I thought word of mouth would be enough to attract customers. But I was absolutely wrong," Witthaya said.
       He was recently on a television talk show which he used to plug his new cafe. Soon after his cafe became very busy, especially between 5pm and 6pm. In particular, the place is very popular amongst teenagers and elderly people.
       "The media can make a big difference. It can provide such a positive boost in getting a business off the ground," he admitted.
       Competition
       The growth of bakeries and dessert cafes has mushroomed all around the country. Competition in this field has therefore become quite intense. Witthaya has decided not to go head-to-head with them. On the contrary, he has laid emphasis on making his business different in some way. He's chosen to make sure his products differ from those of his competitors.
       Witthaya insists on using only the finest ingredients, particularly fresh coconut milk. His custard has no preservatives or flour added. This is what makes the custard always fresh and creamy.
       "Our cafe is air-conditioned and stylishly furnished in vivid colours which creates a warm and friendly atmosphere. I believe these qualities make our shop a preferred choice amongst customers," he said.
       More than money
       With his moderately priced menu, Witthaya said he and his family did not set out to get rich. He said he will be quite satisfied as long as his little home enterprise guarantees his day-to-day survival.
       Witthaya's mother takes care of the kitchen, while his father, with many years of experience in his electrical appliance business, serves as a consultant. His sister usually visits the cafe in the evening after work to lend a hand. Witthaya, himself, drops by from time to time to make sure staff members are providing good service for customers.
       He says his sweetmeat business means more to him than money. He said he has gained a great deal of knowledge, important skills and practical experience. It also makes him think about how to tackle problems when they arise and how to overcome challenges.
       "As soon as I began this enterprise, I felt a sense of achievement. The time spent learning ways to survive have paid dividends. I am happy seeing repeat customers in the shop. I take great pride that myself and my family have started all this from scratch and is something that we completely own and control," he concluded.