Threats Undesirable outcome: Currently there are only three threats to our particular type of establishment Zoe's, Bella Vino and Stephen's. When our company begins operating, we feel that the threat of other similar establishments opening is very low. There is also the threat of the profits not outweighing the start up costs for the business. We are hoping to provide a desirable atmosphere to our target market, but the possibility of not gaining a large enough customer base or interest poses the threat of the company not being as profitable as hoped for.