Don Clarke ran a shop fitting and design company before he set up his own coffee shops. He has the following words of wisdom on the importance of interior design.

1. Good design is a major marketing tool. The way your shop looks will determine how many people are tempted to cross your threshold. People will make an instant decision as to whether to enter a coffee shop based on the effects of the shop's lighting, colour scheme, furniture and atmosphere. Good interior design will persuade passers by to enter your shop.

2. Interior design will also give a prospective customer an idea of the cost involved in frequenting it - if you visit a 5 star hotel you know that you will be paying a large sum to stay there. Similarly, a customer will enter a well designed coffee shop prepared to pay a little extra for a coffee for the pleasure of being in a comfortable, pleasant environment.

3. Use an interior designer with a background in catering establishments. They will know how to design your shop to achieve the optimum amount of "selling" space.

4. Shopfitting companies will have in-house designers - this may be cheaper than hiring an independent interior designer.

5. Give your designer a clear idea of what you want in your shop. If necessary, take the designer to visit existing coffee shops and pick out the design features you want incorporated in the shop you are starting up.

6. Listen to your designer! They are experts and they watch the market and look at the trends in design. Your design should reflect market trends and not be guided by your personal taste!

7. Take exactly the same amount of care when selecting the design for your shop front and signage - your shop needs to be irresistible to passers-by!