The choice of subject and mode of representation was the most crucial decision that could have affected the success of our documentary presentation. Co-incidentally all the members discovered our common thread of interest which is Business and Ethics, Marketing, and Product Design. We unanimously decided to make a documentary on ‘operating of self-employed coffee machines’ which is an innovative product and the new business flourishing and gaining some recognition lately. I had a slight fancy and intrigue for this subject initially, but after selecting it as a topic for our documentary, I intensely researched the relevant matter available in books, journals, news-articles and internet to plan the specific approach, chronology of scenes, appearances of characters and juxtaposition of sequences for stressing on the similarities, differences and significance of self-employed coffee machines and other coffee shops. We agreed to execute thematic approach for communicating the benefits of this fantastic product, the competition from other established coffee shops, difficulties they face from social, economical and environmental perspective and some survival tactics. Examining this topic, I could generalize its vastness, various types of business strategies and ethics, management policies, designing tactics for marketing and attracting customers, and also the social propaganda, hesitation and disapproval that the self-employed machine faces. Our documentary aimed at convincing and encouraging the viewer to avail of this unprecedented ‘self-employed coffee machines’ and finally addressing to the deduction how these machines are beneficial as they could save time, money and human labour.