Organization - How is the business structured? Who are the principals and the principal shareholders? What authority does each principal have in the venture? What are management's qualifications? What is the job description for each position? What does the organizational chart look like? Possible Data Sources: on-line templates for job descriptions & organizational chart.
But your idea may be so new that you may also need to talk to potential customers, host some focus groups, talk to an ad agency, or maybe even make a prototype and float it past some people. Be prepared to spend the time. Remember, it's not about the Plan but the Planning.
After doing this, they will give recommendations based on what they find. If there are coffee shops already in place, one recommendation they might make would be to include free Wi-Fi as a way to bring in more customers.
U.S. Census Bureau (census.gov): A source for a variety of useful statistics, especially the Economic Census that comes out every 5 years.