在離開自己辛辛苦苦創立的康青龍人文茶飲的事業群後，賴世哲執行長內心的希望大於恐懼，他深知再不轉型目前的餐飲文化，面對著少子化的餐飲未來，等到那時整體的大環境改變，無法轉型的產業將會成為夕陽產業，漸漸沉入大家的記憶。且眼看著很多有名聲的大品牌食安風暴問題層出不窮，賴世哲執行長也想為食品安全盡一份自己的心力，在餐飲業工作多年，他認識很多沒有資源卻堅持自己品質的供應商，他希望能幫助他們一起在這個產業努力下去，即使沒有家大業大的保佑，靠自己努力工作的堅持本就應該被看見，如果連一頓飯都吃得不安心，沒有健康的我們，還剩下什麼？抱持著這樣單純簡單的信念，賴世哲執行長與張瑋純品牌經理開始踏上屬於他們的創業之路。
咖竅咖啡是一個結合各類資源，在寒冬的經濟體制下，所創立出來的咖啡連鎖品牌。賴世哲執行長投入自己多年的創業經驗，再加上張瑋純經理產線管理與品牌的知識，於2017年成立『咖竅』咖啡，觀察市場缺口、消費者需求、加盟缺失與供應商挑選等問題，設計新的商業模式，並結合公司內部資源拼湊來整合顧客接觸點，打造完整的體驗系統，結合產品＋服務＋設計＋教學，來打造專屬於咖竅的品牌，開創新的餐飲業契機。咖竅咖啡屬於多邊商業模式，可依照各種不同角度滿足不同的族群，因此擁有多重身份與條件需要建置與滿足。此篇主題為咖竅咖啡的誕生，著重於說明咖竅成立的經過與結果，但咖竅咖啡不僅僅為單店咖啡，它也是連鎖企業總部，更是自己研發相關產品與輔助產品的製造商，此篇章節滿足客群為消費顧客，但另一頭就是加盟主與其餘的優良供應商，這環環相扣的商業模式與流程，呈現出現今創業需要擁有的嚴苛條件與學習態度。
而張瑋純經理也藉由科技與異業的合作，讓消費者能夠體驗並快速融入明白咖竅的核心與產品的價值，思考顧客的購買流程，設計全面體驗，盡量做到生產與服務的一條龍垂直整合，做出對手難以超越的研發與服務技術，這是賴世哲執行長與張瑋純經理不斷努力與極力要完成的目標。
本研究以哈佛個案研究的方式進行，此個案內容可用於討論創業家精神、商業模式、資源拼湊與體驗品牌。了解企業家的精神對於企業走向的影響與選擇；如何發展新的商業模式，讓消費者與餐飲業態有更多的選擇與期待；如何透過資源拼湊，連結現有的資源來加速更新既有的不足，更有組織化的帶領企業；如何透過整合顧客的接觸點，打造完整的體驗系統。

After leaving the career group of KQTEA where he had worked very hard to establish, CEO Lai Shyh Jer knew if he still does not transform the current catering culture, the industry that could not be transformed. In the face of the future of catering with fewer children and the overall environment changed, watching many famous Brand of food with safety crisis emerging continuously, he also wants to do his part for food safety. After many years of working in the catering industry, he knows many suppliers who do not have resources but insist on their own quality. He hopes to help them to work together in this industry. Even without the blessing of the great home background or career property, the persistence of working hard itself should have been seen. He wants to solve these problems and phenomenon step by step. Holding such a simple belief, CEO Lai Shyh- Jer and brand manager Chang Wei Chun begin to set foot on the road of starting their own businesses.
COTCHA is a coffee chain brand that combines various resources and is established in the winter of economic system. Chief Executive Lai Shyh Jer applying many years of entrepreneurial experience and Chang Wei Chun applying knowledge of production line management and brand, in 2017, they set up "COTCHA". They observe the market gap, consumer demand, lack of alliance and supplier selection, and design a new business model combined with the company's internal resources to integrate customer contact points and create a complete experience system, combined with product + service + design + teaching, to create a brand specific to COTCHA COFFEE and create an innovative catering industry opportunity.
COTCHA COFFEE is a multi-platform business model, which can meet different ethnic groups from different aspects. Therefore, it has multiple identities and conditions that need to be established and met. The theme of this thesis is the birth of COTCHA COFFEE. It focuses on explaining the process and results of the establishment of COTCHA COFFEE. However, COTCHA COFFEE is not only a single-store coffee, it’s also headquartered of a chain enterprise and the manufacturer with its own research and development of related products and auxiliary products. The customers of whom this chapter meets the needs are consumer customers, but the other side is the franchisee and other excellent suppliers. The interlocking business model and process show the harsh conditions and learning attitude needed for starting a business today.
And manager Chang Wei Chun, through science & technology, cooperation with other industries, enables consumers to experience, understand and feel the core and the value of COTCHA COFFEE. Chang tries to think about the customer's purchase process, design a comprehensive experience, achieve the one-stop vertical integration of production and service, and make R&D and service technologies that rivals cannot surpass, which are the goals that CEO Lai Shyh Jer and manager Chang Wei Chun are constantly striving to accomplish.
This study is conducted in the form of Harvard case study and the case study can be used to discuss Entrepreneurship, Business Model, Resource Bricolage and Brand Experience. To understand the influence and choice the entrepreneur's spirits have on enterprise's trend; How to develop a new business model so that consumers and catering formats have more choices and expectations; How to speed up the updating of existing deficiencies and lead the enterprise in a more organized way by piecing together resources and connecting existing resources; How to create a complete experience system by integrating customers' contact points.

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三、 網站部分
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2.品牌好報第42期(http://www.bpaper.org.tw/communication/how-brands-become-icons/)
3.創業指南(https://www.ait.org.tw/infousa/zhtw/PUBS/Entrepreneurship/ part_01.htm)
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6.Shopping Design https://www.shoppingdesign.com.tw/post/view/1456
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