Machine generated contents note: 1.Why Coffee? -- What Is Coffee, Anyway? -- A Brief History of Coffee -- Thank the Sheep -- Mocha Soup -- Beans Break Out -- Out of the Desert -- Coming to the Americas -- The Booming Business of Coffee -- What's in a Name? -- 2.Why You? -- Do You Have What It Takes? -- Are You a Self-Starter? -- Are You a "People Person"? -- Are You Good at Making Decisions? -- Are You a Goal-Setter? -- Do You Have Money in the Bank? -- Are You a Problem-Solver? -- Are You a Great Communicator? -- Are You Good at Selling? -- Are You Good at Organization? -- Are You a Leader? -- Do You Have Your Family's Support? -- Do You Know Why You Want to Own a Coffee Shop? -- The Pros and Cons of Being Your Own Boss -- The Drawbacks to DIY -- The Benefits of Business -- Are You Experienced? -- Applying for a Coffee Shop Job -- Acing Your Interview -- 3.A Day in the Life: Melissa Villanueva -- The Workday Begins -- Yes, We're Open! --
Note continued: Navigating the Waves of Customers -- Behind the Scenes -- Work of the Week -- Closing Shop -- 4.Building Your Business Plan -- A Road Map for Success -- Nailing the Who, What, Where, and Why -- Researching the Market -- Sussing Out the Competition -- Projecting Income and Expenses -- Counting Costs -- Forecasting Income -- Digging Up Data -- Securing Start-Up Costs -- Asking for Help -- Making Use of Mentors -- Positive Peer Pressure -- Going Before the Board -- Writing Your Business Plan -- Executive Summary -- Company Description -- Products and Services -- Marketing -- Operations -- Management -- Financials -- 5.Partnering with Authority -- The Pros of Pros -- Landing a Legal Eagle -- Accounting for Taste -- Insuring Success -- Storming the Banks -- Should You Go It Alone? -- Structuring Your Business -- Sole Proprietorship -- Partnership -- Corporation -- Limited Liability Company -- Securing IDs, Licenses, and Permits --
Note continued: Employer Identification Number -- Business License -- Certificate of Occupancy -- Fictitious Business Name -- Food License -- Zoning Compliance Permit -- Reseller's License -- 6.Branding Your Business -- The Importance of a Brand -- The Name Game -- Asking Yourself Some Questions -- Marking Your Territory -- Logo Logistics -- What Makes a Logo? -- Getting Design Help -- What Color Is Your Business? -- 7.Location, Location, Location -- Where to Get Started -- Choosing a Type of Location -- Shopping Malls -- Strip Malls -- Office Buildings -- Storefronts -- Carts and Kiosks -- Inside Other Businesses -- Evaluating Locations -- Size -- Atmosphere -- Rent -- Term -- Visibility -- Convenience -- Competition -- Signage Laws -- Electricity -- Tenant Improvement Allowances -- Common Area Maintenance -- Real Estate Taxes -- Restrooms -- Scoping Out the Competition -- Direct Competitors -- Indirect Competitors -- Dealing with the Landlord --
Note continued: Writing Your Proposal -- Drafting Your Letter of Intent -- Negotiating the Lease -- 8.To Theme or Not to Theme? -- From Cats to Cookie Dough -- Food Themes -- Animal Themes -- Popular Culture Themes -- Decor Themes -- Deciding If You Should Theme Your Shop -- The Pros and Cons of Themes -- Considering the Law and Other Factors -- 9.Planning Your Decor -- Design Principles -- What's Easiest to Clean? -- Buying for Tomorrow -- Outside Looking In -- Sign of the Times -- Window Dressing -- Dining Room Design -- Pull Up a Chair -- Climbing the Walls -- Creating Ambiance -- Designing with Color -- Playing Music -- Lighting Your Shop -- Clearing the Air -- Outfitting Your Employees -- 10.Equipping Your Shop -- Essentials You Can't Do Without -- Coffee-Brewing System -- Espresso Machine -- Grinder -- Scale -- Refrigerator/Cooler -- Freezer -- Food Display Case -- Dishwasher -- Cash Register -- Security System -- The Best of the Nonessentials --
Note continued: Water Treatment System -- Smoothie and Juice Machines -- Blender -- Oven, Microwave, and Grill -- Finding Equipment Suppliers -- Buying, Leasing, or Renting? -- 11.Kitchen and Restroom Layout and Design -- Designing Your Counter Space -- For Your Customer -- For You -- Laying Out Your Prep Area -- Front and Center -- On the Back Counter -- Stored Away -- Planning Your Back Room -- Thinking Practical, Not Pretty -- Designating a Break Room -- Installing a Restroom (or Two) -- 12.Hiring a Crew -- Finding Help -- Compiling the Ad -- Covering Your Bases -- Gathering Applicants -- Interviewing Candidates -- Planning Your Questions -- Gathering First Impressions -- Asking Your Questions -- Keeping It Legal -- Turning the Tables -- Learning Labor Law -- Paying Wages and More Money Matters -- Giving the Government Its Due -- Keeping Employees Healthy -- Check, Please -- Insourcing or Outsourcing Payroll -- More Than Money -- Barista Baccalaureate --
Note continued: Creating a Training Manual -- Tips on Training New Employees -- Terminating Employees -- Is the Law on Your Side? -- "This Will Go Down in Your Permanent Record" -- Saying Good-Bye -- 13.Hosting Events -- Should You Host Events? -- Upholding Your Mission -- Using Your Space Wisely -- Matching Your Market -- Understanding the Legalities of Hosting -- Deciding What Events to Host -- Coffee-Related Events -- Live Music -- Open-Mic Nights -- Poetry Readings -- Book Clubs -- Writers' Groups -- Crafting Clubs -- Board Game Days -- Celebrity Events -- Charity Events -- Seminars and Talks -- Political Discussions -- Corporate Event and Private Party Room Rentals -- Whole-Shop Rentals -- Drawing Crowds to Your Events -- Planning Your Events -- Marketing Your Events -- 14.Complete Coffee Compendium -- Coffee 101 -- Decaffeinating Details -- Judging Coffee Beans -- Evaluating Taste -- Considering Grades -- Bean Roasting Basics -- How the Pros Do It --
Note continued: Roasting Your Own Beans -- Crafting the Best Blends -- Storing Your Coffee -- Labeling Your Coffee -- Grinding Guidelines -- Preparing the Perfect Pot -- How Many Types of Coffee Should You Offer? -- How Much of Each Type Should You Make? -- How Do You Make Coffee on a Large Scale? -- 15.Beans with a Boost -- The World of Specialty Coffee Drinks -- Deciding on Dairy -- Steaming Milk -- Pulling Espresso Shots -- Espresso 101 -- How to Make a Perfect Espresso -- Espresso -- Specialty Espressos -- How to Make Specialty Coffee Drinks -- Cappuccino -- Latte -- Café au Lait -- Espresso con Panna -- Lungo -- Breve -- Mocha -- Hot Chocolate -- Flavored Steamed Milk -- Cold Brew Coffee -- Syrups and Sauces -- Getting Creative -- 16.Tea for Two-or Two Hundred -- Tales of Tea -- Tea Leaf Tutorial -- Processing Green Tea Leaves -- Processing Black Tea Leaves -- Oolong: Between Green and Black -- Flavored Teas -- Chai Tea -- Herbal "Teas" --
Note continued: New Tea on the Block: Rooibos -- Antioxidant Matcha -- Key Tea Considerations -- Tea Brewing Basics -- Water Essentials -- Measuring Cup Size -- Measuring Tea -- Tea Times -- Milk and More -- Iced Tea -- Iced Green Tea -- Iced Black Tea -- Iced Herbal Tea -- Simple Syrup -- 17.The Rest of Your Menu -- Cold Drinks, Hot Profits -- Bottles and Cans -- Bottled Juices, Seltzers, and More -- Fresh-Squeezed Juices -- Water -- Italian Sodas and Granitas -- Italian Soda -- French Soda -- Egg Creams -- Egg Cream -- Smoothies -- A Little Something on the Side -- Morning Munchies -- All-Day Treats -- Full-Meal Deals -- Food Without the Financing -- Should You Serve Alcohol? -- Landing a Liquor License -- Staff Spirit -- Beyond Coffee and Food -- 18.Working with Suppliers -- Finding Suppliers -- Meet, Greet, and Eat -- Opening Lines of Credit with Suppliers -- Deciding How Much to Order -- Deciding Who Can Order -- Checking Deliveries --
Note continued: Taking Stock of the Stockroom -- Making Room for Deliveries -- Putting Away Deliveries, from Cold to Hot -- Taking Inventory -- Counting Your Cash in Storage -- Managing Inventory and Ordering -- Tracking Your Inventory Turnover Rate -- Beyond Beans: The Rest of Your Shopping List -- Investing in Coffee-Related Supplies -- Getting the Most for Your Money -- Buying with an Eye on the Law -- 19.Pricing to Sell-and Selling Those Prices -- Determining What to Charge -- Understanding What the Market Will Bear -- Peaks and Valleys -- Leading by Losing -- Practicing Premium Pricing -- No Reason at All -- How Not to Sell Yourself Short -- Boosting Your Bottom Line -- Suggestive Selling -- Truffles Aren't Trifles -- Feature the Future -- 20.Money Matters -- Tracking Sales Numbers -- Choosing a Point-of-Sale System -- Counting Your Cash -- Your Daily Bread -- Weekly Write-Ups -- Monthly Recaps -- New Year, New Records -- Making the Most of Your Money --
Note continued: Setting Sales Goals -- Practicing Responsible Accounting -- Managing Shrinkage -- Quick-Change Artists -- Employee Register Theft -- Employee Product Theft -- Burglaries -- 21.Customer Relations -- Making Your Customers Happy -- Smile and Say "Hi" -- Give Them a Tour -- Get to Know Your Customers -- Thank Them Again on Their Way Out -- Keeping 'Em Coming Back -- Free Samples -- Loyalty Cards -- Discount Coupons -- Volume Discounts -- Branded Mugs -- Gift Cards -- Receipt Recommendations -- Seeking Feedback -- Asking the Right Questions -- Choosing Your Survey -- Enticing Customers to Play Along -- Turning Haters into Fans -- Monitor the Sites -- Ask Happy Customers to Leave Reviews -- Act on Negative Reviews -- Love the Lovers -- What to Do When Bad Stuff Happens -- Dealing with Spills -- Dealing with Unsatisfied (and Unsatisfiable) Customers -- Dealing with Medical Emergencies -- Dealing with Robberies --
Note continued: Dealing with Fires, Tornadoes, and Other Acts of God -- 22.Cleaning and Maintaining Your Shop -- Creating a Cleaning Schedule -- After Each Use -- At Least Once an Hour -- Several Times Each Day -- Throughout the Day -- After Closing -- Once a Week -- Long-Term Maintenance -- Keeping Your Staff Tidy -- What Customers Should (and Shouldn't) See -- 23.The Power of Publicity -- Writing a Press Release -- Ensuring It's Newsworthy -- Drafting Your Release -- Sending It Out -- Meeting the Press -- Preparing for Your Interview -- Making Yourself at Home -- Acing the Interview -- Working with Source-Finding Services -- Follow Instructions -- Write It Up -- Be Unique -- Paying for PR -- Positioning Yourself as an Expert -- Turning Buyers into Sellers -- 24.Marketing Your Coffee Shop -- Targeting Your Market -- Naming Your Niche -- Defining Your Ideal Customer(s) -- Should You Pay for Advertising? -- Marketing on a Shoestring -- You and Your Employees --
Note continued: Social Media
Search Engine Optimization
Opening a Second Location
Expanding Your Current Location
Expanding Without Getting Bigger
Getting Out While the Getting's Good
