เส้นทางสู่ความสำเร็จของผู้ประกอบการธุรกิจกาแฟในหมู่บ้านห้วยน้ำกืน จังหวัดเชียงราย

Abstract

This study aims to explore the path to success of a coffee entrepreneur in Huay Nam Khun village, Chiang Rai province. The entrepreneur in this study is Miss Nanthana Chanthawee, who runs a coffee business in Huay Nam Khun village. Data was collected through non-participatory observation and in-depth interviews, drawing on the concept of business success as the ability to create sustainable value and added value to products, as well as receiving awards and sharing knowledge to help the community generate more income. The study also taken into account 10 attributes of an entrepreneur including interpersonal skills, self-confidence, honesty, basic knowledge and experience in business, hard work, emotional intelligence, vision, thrift, continuous employee development and training, and belief in luck. The results of the study indicated that the entrepreneur had developed the quality and added value of coffee in Huay Nam Khun village, Chiang Rai province, through processing to the point where it received awards, resulting in the coffee becoming well-known and creating additional income for the village's residents and coffee growers. Additionally, the entrepreneur shared knowledge about coffee cultivation, care, and processing, and told stories through the coffee products. The entrepreneur also demonstrated her commitment to social responsibility by contributing to the community and the environment. Overall, the study found that the entrepreneur had achieved success by creating value for the community, as well as continuously enhancing herself and her employees’ abilities. The authors have provided recommendations to the entrepreneurs for their consideration in order to further develop the business as follows: Firstly, it is recommended to establish a network and define a business model that involves farmers and villagers in the community, allowing them to feel engaged in the product development process. This can be accomplished through exchanging experiences and knowledge among community members to enhance future business development. Secondly, entrepreneurs should actively seek continuous learning, especially in the field of online marketing, to promote community awareness. This will help the community become more recognized. Lastly, it is advised to welcome interested individuals to visit the village and involve local residents in sharing knowledge about coffee and its various processes. This serves as another opportunity to generate income for the Huay Nam Khun village, Chiang Rai province, particularly in terms of agricultural tourism.