The Complete Idiot's Guide to Starting and Running a CoffeeBar,9781592574063

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

by ; ;
ISBN13: 9781592574063
ISBN10: 1592574068
Format: Paperback
Pub. Date: 2005-10-04
Publisher(s): Alpha
List Price: $21.35

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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

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