The Complete Idiot's Guide to Starting and Running a CoffeeBar

by Formichelli, Linda; Martin, W. Eric; Gilbert, Susan

• ISBN13: 9781592574063
• ISBN10: 1592574068
• Format: Paperback
• Copyright: 2005-10-04
• Publisher: Alpha
• More Book Details
• Purchase Benefits

Summary

You're no idiot, of course. The entrepreneur in you wants to start a business-and the java junkie in you thinks that business should be a coffee bar. The idea's been brewing for a while now-and you're ready to turn up the heat ...

Author Biography

Linda Formichelli, the author of five books, has written more than 120 articles for such magazines as Family Circle, USA Weekend, Men-'s Fitness, Writer-'s Digest, and Psychology Today. W. Eric Martin is an award-winning writer whose articles have appeared in Games, Psychology Today, Woman-'s Day, Speak, Collages & Bricolages, and more. Susan Gilbert founded her first cafe in downtown San Diego, California. Growing to five locations in less than three years, Susan sold the main location in 1994 at a profit. She still operates Cafe in the Park, which is regularly featured on TV-'s Discovery Dining.

Table of Contents

Part 1: Bean Business Basics	1	(30)
1 Why Coffee?	3	(8)
What Is Coffee, Anyway?	4	(1)
A Brief History of Coffee	4	(4)
Well, If the Sheep Like It	5	(1)
Nothing in Hand vs. Berries in the Bush	5	(1)
Beans Break Out	5	(1)
Out of the Desert	6	(1)
Coming to America	7	(1)
The Booming Business of Coffee	8	(3)
2 Why You?	11	(12)
Do You Have What It Takes?	12	(3)
Being Your Own Boss: The Pros and Cons	15	(3)
Do-It-Yourself Drawbacks	15	(2)
The Benefits of Business	17	(1)
Are You Experienced?	18	(5)
"Help Wanted" Wanted	19	(1)
Grilled: The Interview	20	(3)
3 A Day in the Life: Susan Gilbert	23	(8)
The Workday Begins	24	(2)
Fixing Food and Concocting Coffee	24	(1)
A Thousand Details	25	(1)
Open Sesame!	26	(2)
Navigating the Waves of Customers	26	(1)
Behind the Scenes	27	(1)
Work of the Week	28	(1)
Closing Up Shop	29	(4)
Time to Clean House	29	(1)
Don't Stop Thinking About Tomorrow	29	(2)
Part 2: Getting Started	31	(50)
4 Building Your Business Plan	33	(12)
A Road Map for Success	34	(2)
Nailing the Who-What-Where-Why	34	(1)
Researching the Market	35	(1)
Sussing Out the Competition	35	(1)
Doing the Math: Projecting Income and Expenses	36	(4)
Counting Costs	37	(1)
Income-ing!	38	(1)
Digging Up the Data	39	(1)
Show Me the Money...Please	39	(1)
A Little Help from Your Friends	40	(2)
Mind Over Mentors	40	(1)
Positive Peer Pressure	40	(1)
Going Before the Board	41	(1)
Pulling It All Together	42	(3)
5 Getting Authority on Your Side	45	(12)
The Pros of Pros	46	(5)
Landing a Legal Eagle	47	(1)
Accounting for Taste	48	(1)
Insuring Success	49	(1)
Storm the Banks	49	(1)
Should You Go It Alone?	50	(1)
Structuring Your Business	51	(3)
Sole Proprietorship	51	(1)
Partnership	52	(1)
Corporation	53	(1)
Limited Liability Company (LLC)	53	(1)
Checking Your ID	54	(3)
Employer Identification Number (EIN)	54	(1)
Business License	54	(1)
Certificate of Occupancy	54	(1)
Fictitious Business Name	55	(1)
Food License	55	(1)
Reseller's License	55	(2)
6 A Rose Is More Than a Rose: Branding Your Business	57	(10)
Strike Up the Brand	58	(1)
Playing the Name Game	59	(3)
Question Yourself	59	(1)
Marking Your Territory	60	(2)
Logo-a-Go-Go	62	(2)
Logo Logistics	62	(1)
Pinch Your Pennies	63	(1)
What Color Is Your Business?	64	(3)
7 Location, Location, Location	67	(14)
Where to Get Started	68	(1)
To Mall or Not to Mall: Choosing a Location Type	68	(4)
Shopping Malls	68	(1)
Strip Malls	69	(1)
Office Buildings	70	(1)
Storefront Locations	70	(1)
Carts and Kiosks	70	(1)
Other Locations	71	(1)
How to Judge a Location	72	(4)
Size	72	(1)
Atmosphere	72	(1)
Rent	72	(1)
Term	73	(1)
Visibility	73	(1)
Convenience	73	(1)
Competition	74	(1)
Signage Laws	74	(1)
Electricity	74	(1)
Tenant Improvement Allowances (TI)	74	(1)
Common Area Maintenance (CAM)	75	(1)
Real Estate Taxes	75	(1)
Washrooms	75	(1)
Scoping Out the Competition	76	(1)
Direct Competitors	76	(1)
Indirect Competitors	77	(1)
Dealing with the Landlord	77	(6)
The Proposal	77	(1)
Negotiating the Lease	78	(3)
Part 3: Setting Up Shop	81	(44)
8 Planning Your Decor	83	(8)
Design Principles	84	(1)
"So I Shouldn't Choose the Suede Seat Covers?"	84	(1)
Buying for Tomorrow, Today	85	(1)
Outside Looking In	85	(1)
Sign of the Times	85	(1)
Window Dressing	86	(1)
Dining Room Design	86	(2)
Pull Up a Chair	87	(1)
Climb the Walls	87	(1)
Creating Ambiance: Lights, Color, Action!	88	(3)
Tunes in the Room	88	(1)
Hit the Lights	89	(1)
Clear the Air	89	(1)
Cue the Supporting Actors	90	(1)
9 Equipping the Shop	91	(12)
What You Can't Live Without	91	(5)
Coffee-Brewing System	92	(1)
Espresso Machine	93	(1)
Grinder	94	(1)
Scale	94	(1)
Refrigerator/Cooler	95	(1)
Food Display Case	95	(1)
Dishwasher	95	(1)
Cash Register	96	(1)
The Best of What's Left	96	(2)
Water Treatment	96	(1)
Smoothie Machines	97	(1)
Blenders	97	(1)
Ovens, Microwaves, and Grills	97	(1)
Finding Suppliers	98	(1)
Buying, Leasing, or Renting?	99	(4)
10 Kitchen and Restroom Layout and Design	103	(8)
Carving Up the Counter Space	104	(1)
For the Customer	104	(1)
For You	105	(1)
Laying Out the Prep Area	105	(3)
What's Front and Center	106	(1)
What's on the Back Counter	107	(1)
What's Stored Away	107	(1)
Behind Closed Doors	108	(1)
Practical, Not Pretty	108	(1)
Give Them a Break (Room)!	109	(1)
Bathroom Basics	109	(2)
11 Bringing On a Crew	111	(14)
All Hands on Deck!	112	(1)
A Queue of Questions	112	(2)
Write Out Your Questions	113	(1)
Get a First Impression	113	(1)
Shoot the Query...Then Wait	114	(1)
Turn the Tables	114	(1)
Learning Labor Law	114	(1)
Show Them the Money	115	(2)
Giving the Government Its Due	115	(1)
Check, Please	116	(1)
Sign Them or Ship Them?	116	(1)
More than Money	117	(1)
Barista Baccalaureate	117	(3)
Creating a Training Manual	118	(1)
Training Trials	119	(1)
Crying "Fire" in a Crowded Coffee Bar	120	(7)
Is the Law on Your Side?	121	(1)
"This Will Go Down in Your Permanent Record"	121	(1)
Saying Good-bye	122	(3)
Part 4: Eat, Drink, and Be Merry: Choosing Which Products To Sell	125	(72)
12 Complete Coffee Compendium	127	(16)
Java 101	128	(1)
Decaffeinating Details	129	(1)
How to Judge the Beans	130	(3)
Taste	132	(1)
Grades	132	(1)
The Roast with the Most	133	(2)
How the Pros Do It	133	(1)
How You, the Pro-to-Be, Can Do It, Too	134	(1)
Storing Coffee	135	(1)
Around the World in 80 Coffees	136	(1)
Blending In with the Crowd	137	(1)
The Old Grind	138	(1)
Preparing the Perfect Pot	139	(4)
How Many Types of Coffee Should I Offer?	139	(1)
How Much Coffee Should I Make of Each Type?	140	(1)
How Do I Make Coffee on Such a Large Scale?	140	(3)
13 Beans with a Boost	143	(12)
The World of Specialty Coffee Drinks	143	(1)
The Dairy Dilemma	144	(1)
Steaming and Foaming	145	(2)
How to Steam Milk	145	(1)
How to Foam Milk	146	(1)
Hit Them with Your Best Shot	147	(4)
Espresso 101	147	(1)
Step-By-Step to Perfect Espresso	148	(2)
You Want a What?	150	(1)
From Mocha to Iced Coffee: How to Create Specialty Coffee Drinks	151	(1)
Flavor Shots	152	(3)
14 Tea for Two—or Two Hundred	155	(10)
Tales of Tea	155	(1)
Learning about the Leaves	156	(4)
Grilling Up the Green	157	(1)
Any Color You Like—As Long As It's Black	157	(1)
Green + Black = Oolong?	158	(1)
Now With Even More Flavor!	158	(1)
High on Chai	159	(1)
When Is a Tea Not a Tea?	159	(1)
A Question of Presentation	160	(1)
Brewing Basics	161	(2)
Making Sure the Medium Isn't the Message	161	(1)
Avoid "Pre-Flavored" Cups	162	(1)
Measuring Cup Size	162	(1)
Tea, Spoon, Teaspoon	162	(1)
Time for Tea	162	(1)
Milk and More	163	(1)
Iced Is Nice	163	(2)
15 The Rest of the Menu	165	(12)
Cold Drinks, Hot Profits	166	(4)
Soft Drinks	166	(1)
Bottled Water and Juices	167	(1)
Italian Soda and Granitas	168	(1)
Egg Creams and Real Cream	168	(1)
Smoothies	169	(1)
A Little Something on the Side	170	(2)
Morning Munchies	170	(1)
All-Day Treats	170	(1)
Full-Meal Deal	171	(1)
Food Without the Financing	172	(1)
Should You Serve Alcohol?	172	(2)
Landing a Liquor License	173	(1)
Staff Spirit	173	(1)
Hardware, Soft Sell	174	(3)
16 Choosing Suppliers	177	(12)
Ten Million Beans to Go, Please	178	(4)
Meet, Greet, and Eat	178	(1)
How to Seal the Deal	179	(1)
Three Orders, Over Easy	180	(1)
Who's in Charge?	181	(1)
I'll Stand, You Deliver	181	(1)
Taking Stock of the Stockroom	182	(1)
Clear the Air	182	(1)
Cold to Hot	182	(1)
Up for the Count	183	(2)
Cash in Storage	183	(1)
Know Thyself (and Thy Stockroom)	184	(1)
Turning Over a New Leaf	184	(1)
Beyond the Beans: The Rest of Your Shopping List	185	(4)
Hot Wraps	185	(1)
Getting the Most for Your Money	186	(1)
Buying with an Eye on the Law	186	(3)
17 Pricing to Sell—and Selling Those Prices	189	(8)
Determining What You Should Charge	190	(1)
What the Market Will Bear	190	(2)
Peaks and Valleys	190	(1)
Leading by Losing	191	(1)
Practicing Premium Pricing	192	(1)
No Reason at All	192	(1)
How Not to Sell Yourself Short	192	(1)
Boosting Your Bottom Line	193	(6)
Would You Like Fries with That?	194	(1)
Truffles Aren't Trifles	194	(1)
Feature the Future	195	(2)
Part 5: Day-to-Day Operations	197	(46)
18 Money Matters	199	(12)
Naming Names, Taking Numbers	200	(5)
Your Daily Bread	200	(1)
Weekly Write-Ups	201	(1)
A Monthly Subscription	202	(1)
New Year, New Records	203	(1)
Making the Most of Your Money	203	(1)
Aiming for the Goal	204	(1)
Crying Uncle	205	(1)
Managing Shrinkage	206	(5)
Quick-Change Artists	206	(1)
Register Runarounds	207	(1)
Help Others Not To Help Themselves	208	(1)
Burglary Blunders	209	(2)
19 Customer Relations	211	(10)
Keeping Customers Happy	212	(2)
Smile and Say Hi	212	(1)
Take Them on a Tour	213	(1)
Get on a First-Name Basis	213	(1)
Give Thanks	214	(1)
Keep 'Em Coming Back	214	(2)
Getting Stuffed on Feedback	216	(1)
Emergency! What to Do When Bad Stuff Happens	217	(4)
Spill in Aisle Two	217	(1)
Customers from the Netherworld	218	(1)
A Cry for Help	218	(1)
"Hands Up!"	219	(1)
Fire, Tornadoes, and Other Acts of God	219	(2)
20 Cleaning and Maintenance	221	(10)
A Schedule for Scrubbing (and Scouring and...)	222	(6)
After Every Use	222	(1)
At Least Once an Hour	223	(1)
Several Times Each Day	224	(1)
Throughout the Day	225	(1)
After Closing	225	(2)
Once a Week	227	(1)
Long-Term Maintenance	227	(1)
Keep the Staff Sparkling	228	(1)
What Customers Should (and Shouldn't) See	228	(3)
21 Operations in Future Days	231	(12)
Adjusting the Menu	232	(1)
Managing Managers	233	(2)
Spread the Knowledge	233	(1)
Hand Over the Keys	234	(1)
Bigger, Faster, Stronger	235	(4)
Second Acts	235	(2)
New and Improved	237	(1)
Expanding Without Getting Bigger	238	(1)
Carbon Copies	239	(1)
Getting Out While the Getting's Good	239	(4)
Part 6: Getting the Word Out	243
22 The Power of Publicity	245	(14)
Breaking the News	246	(4)
Be Newsworthy	246	(1)
Shape Up Your News Release	247	(2)
Make Them Look	249	(1)
Turn It Upside-Down	249	(1)
Send It Out	249	(1)
Meet the Press	250	(2)
Prepare for a Grilling	250	(1)
Make Yourself at Home	251	(1)
Admit Your Ignorance	251	(1)
Can the Sales Pitch	251	(1)
Take Small Bites	251	(1)
Don't Dress for Success	252	(1)
Holding Special Events	252	(5)
Reading, Writing, and Reading That Writing	252	(1)
Carrying the Club	253	(1)
Work the Room: Networking Events	254	(1)
Turn Up the Volume: Music Events	254	(1)
Those Who Can, Teach: Workshops	255	(1)
Games People Play	256	(1)
You Know Best: Positioning Yourself as an Expert	257	(1)
Turning Buyers Into Sellers	257	(2)
23 Getting the Word Out: Marketing Your Coffee Business	259
Targeting Your Market	260	(2)
Name Your Niche	260	(2)
The Target Comes Into View	262	(1)
Should You Play the Advertising Game?	262	(1)
Marketing on a Shoestring	263	(4)
Mirror, Mirror	263	(1)
Bartering and Reciprocal Arrangements	263	(2)
Donating Your Services	265	(1)
Find a Partner	265	(2)
Putting It in Print	267	(5)
Extra, Extra!	267	(1)
Signed, Sealed, (Hand) Delivered	268	(1)
One Sheet, No Waiting	269	(1)
Tell Customers to Cut It Out	270	(1)
Wave the Flag High	271	(1)
Don't Forget to Have Fun	272
Appendixes
A Glossary	213	(6)
B Business Forms	219	(66)
C Resource Guide	285	(8)
Index	293