Strengths of SWOT Analysis:1. WIFI Offered• To entertain and charm the family and friends of TJ Maxx shoppers. With the implementation of our wireless capabilities we hope to eventually offer online incentives such as online purchases, coupons and membership rewards to help further strengthen our cafe.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 feel comfortable and unhurried. Families are willing to stay longer because everyone is satisfied. This will result in longer time spent and increased sales. Weak points:1. High Costs • Possibility that bar sales and customer referrals to TJ Maxx will not justify and support the expenses.2. Distraction• Customers stay too long in our “Relaxx” café and actually shop less at TJ Maxx. The implementation of the café aims to increase purchases and sales.Opportunities:1. Increase TJ Maxx Sales • As mentioned, WIFI can offer coffee shop customers incentives to shop online at TJ Maxx and the ability to download TJ Maxx sales coupons. Hopefully the idea of ​​these potential online ideas will work to increase and stimulate more sales within our Café and TJ Maxx.2. Expand “Relaxx” bars to other TJ Maxx locations• Once the success of this business plan is well documented, this model can be duplicated throughout the TJ Maxx company footprint. We are starting with one location in Boston and plan to open "Relaxx" cafes in other TJ Max's... halfway through... actions will be rolled out throughout the Boston area, potentially we plan to hire college students part- time who need work experience in the Boston area. There are approximately 250,000 college students located in the city itself alone. We believe these students will be looking for flexible, part-time hours with minimal pay. Baristas at Relaxx cafés, licensed by Starbucks, will comply with Starbucks standards and training. Below are the skills necessary to carry out the duties of manager and bartender in a bar:1. Interpersonal skills are a very important function of having a thriving cafe.2. Ability for employees to learn quickly and efficiently3. Work as part of the 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 fellow employees and customers