A total of fifty-three participants took part in a two-day workshop in early June that aimed at equipping aspiring entrepreneurs with the skills and know-how to set up and manage a coffee shop. The training was facilitated by Mick Wheeler; the Coffee Industry Corporation’s (CIC) overseas representative and began after a domestic coffee consumption study conducted between 2022 and 2023 by the International Coffee Organization (ICO) in partnership with CIC. According to Wheeler, the workshop was designed to assist individuals, helping them understand not just the opportunities, but also the challenges involved in opening a coffee shop. “Many people think running a coffee shop is easy, but in actuality, it is far more complex. You have to be ruthless, disciplined, and very clear about what you want to achieve.” “You have to assess how you’ll finance your shop, how to conduct marketing as well as understand what the common pitfalls are.” One key focus was on location, which Wheeler emphasized as one of the most important factors in influencing the success of a business. He also encouraged participants to consider various entry points into the business — from street vending to working in high-end cafés — emphasizing that while the environments may be distinct, the business principles remain unchanged. "It’s about managing your costs, figuring out your top-selling items, and knowing exactly how much you earn, and what you’re losing daily." The initiative aligns with findings from the recent ICO report, which showed an increase in domestic coffee consumption in PNG. The report highlighted an increase in the use of local coffee and a shift in consumer preference toward roasted and ground coffee.