The management group of Fibonacci Coffee have very clear ideas about what they want the organisation to be like. They want it to be a good choice for people who are as motivated and inspired as they are. The management group is made up of 3 brothers – Boaz, Guy and Noam Keeda and Tal Avni. We sat down with Boaz and found out a little more about him and who is right to be a Fibonacci Coffee partner.
Who is Boaz Keeda?
Boaz migrated to Australia in 1999 with big ambitions and energy to match. Through a number of jobs, he learned about customer service, how to listen, the important of ongoing learning, and how to negotiate a win-win deal.
He also came to the basic tenet of his business philosophy: when you give people what they want, you also get what you want.
Boaz was operating a coffee cart for someone else when the owners offered to sell him the business. He didn’t have the cash up front, but he negotiated to pay off the purchase price over two years. The owners said yes.
“They wanted out and cash flow. I wanted an opportunity but had no money,” says Boaz, but this arrangement mean that both parties got what they wanted.
“You give people what they want and you will get what you want.”
In time, Boaz’s brother joined him, and the business grew and grew, until Boaz was ready to make it something bigger: the Fibonacci Coffee franchise.
Who is right to be a Fibonacci franchisee?
As an independent, self-starting businessman, Boaz wanted to create the kind of franchise model that reflected his experiences and philosophy. He also wanted an organisation that would meet his community- and family-focused values.
“Most of our partners are family people,” says Boaz, “We’ve got people of all ages, from all walks of life, including those with young families.”
In the end, it comes down to people’s circumstances and what they want to achieve from moving into this business. Having said that, people don’t always have a clear idea of what it’s like to run a café.
Boaz likes to meet with people to find out why they want to run a café, “so we can dispel some of the fantasies about what people think it is, and they see the reality of what we deliver.” Prospective owners come in to be with the team first to see what it’s like before making a decision about joining Fibonacci. Boaz believes this is an important step.
“The worst thing you can do is get somebody to invest their life savings into something that they might wake up one morning and say, I don’t like this!”
The business model can also meet different levels of ambition. If you want to own more than one shop, Fibonacci has a program around helping you do that.
“One shop will give you a job and a lifestyle,” says Boaz. “Three will give you a really strong asset base and substantial financial control, and you can support some bigger dreams. But one shop is fine. We have people doing some fantastic work with one local shop. For some people it’s enough.”
A great opportunity for New Australians
Being from an immigrant background themselves, Fibonacci has a flair for people who are new immigrants too.
“I know that when immigrants come here, they see Australia as a land of opportunity,” says “They see how simple it is to make it work here, especially if they have some flair, some personality.” New Australians work very hard, he says, because they are hungry to succeed.
“With the right opportunity – which we believe we have – it really comes down to how ambitious they are. The more ambitious they are, the more we can help them create the changes that they want.”
The reason that Fibonacci is the right opportunity for many is that the café lifestyle works so well within the family dynamics of where immigrants come from.
“It enables them to become a community member in a family oriented business, which is our intention.”
The term ‘family’ embraces immediate family of course – children, siblings and grandparents. At Fibonacci, Boaz’s two younger brothers are part of the team. But ‘family’ can also be more inclusive.
“Another partner is a friend from our country,” says Boaz. “We embrace our staff as part of our family too, and we prioritise it that way. Family is one of the strongest values that we hold in the company.”
For immigrants with a particularly strong family culture, a Fibonacci café is ideal.
If you are interested in owning your own coffee shop, click here to get more information about how you can own a Fibonacci Coffee shop.