Chocolate beverage business is one of a business that everyone likes, because it doesn’t requiring large capital for the business. Es Coklat Lima Waktu is one of a beverage business that located in Malang city, precisely at Taman Mendut Sari field jl. Candi Mendut, Mojolangu, Lowokwaru Sub-district, East Java and has 3 franchises namely sawojajar, kepanjen, jabung. This Research is conducted for observing the feasibility from Es Coklat Lima Waktu Business according to some aspects, such asy Environmental aspects, Law aspects, marketing aspects, Human Resource Management (HRM) aspects, Technology and Technical aspects, and financial  aspects.  The  result  of  research  that  has  been  done  is  based  on  six aspects from business feasibility as a refrence of the information obtained by the interview with Es Coklat Lima Waktu authority. So the concluded is this business worthy enough for MSME business.