THE 7 BIGGEST MISTAKES and how to prevent them!
Coffee Shop Business Plan
References and Pictures of shops
Coffee Drive-ThrusMistakes and How
to Prevent ThemBuying an Existing Shop?
Want to Improve your Espresso Sales?
Roasters: How to Increase your Sales
How to Add Espresso to an Existing Business
Food Management and Franchises: Increase Your Coffee Concept Sales!How to Choose an Espresso Machine"
Increase Sales!
One Day Barista Workshop
Learn How to Market and Prepare the Best Espresso Based Drinks!Coffee Shop Business/Barista
SchoolTraining and Consulting Programs
"Coffee/Espresso Business Success Program"
Strategies to Make your Retail Coffee Business a Success
With the Most of Gain and the Least of Pain!
This Program is based on over thirty years of experience in this business. After opening and running our own sixteen shops (two failures) and over two hundred independent shops and drive-thrus, we learned what works and what doesn't. And so will you, saving yourself thousands of dollars in mistakes and months of wasted time!
Isn't that what you are looking for?
Here is what you need to know in order to make your Coffee Business a Success:
- Contents of Alex's "Espresso Business Success Program" book:
- Locations, what to look for to make your business a success
- A Business Plan to present to your lender or landlord
- An efficient design and equipment layout of your shop or drive-thru
- A complete equipment list, and where to get it.
- A very detailed initial supply list for your opening
- An "espresso focused and friendly menu" - so you sell more!
- An initial "espresso marketing" program to jump start your business
- A or DVD that shows correct drink preparation techniques, and much more!
And the MOST valuable point: About one hour of PERSONAL over the phone/email consultation with Michael and/or Oksana Fisenko, included in the price. We start by evaluating your situation to determine whether it makes any business sense to do what you are planning to do in the first place.
Just this alone may save you thousands of dollars in preventing mistakes in location, design, equipment, supplies, buying an existing coffee business, etc.
How much would you pay just for that alone?
Contents of the "Espresso 101" DVD
- A Brief History of Coffee
- The Coffee Bean
- Roasting and Blending
- Espresso Equipment
- Extracting Perfect Espresso
- The Art of Steaming the Milk
- How to Prepare Espresso Drinks
- Cleaning and Maintaining your Equipment
Contents of "Latte Art" DVD - Advanced Barista Training
- Latte Art pours: To-Go Cup Rosetta
- The Autumn Leaf
- The Little Flower
- The Hard Heart
- and many more!
The thee main reasons that you need this Program are:
1. It will show you how to prevent mistakes that may cost you tens of thousands of dollars and months of wasted time.
2. It will tell you where to put your limited start-up money in order to produce the best possible results in sales, costumers satisfaction, speed of operation and the amount of money you will put in your pocket.3. It will determine if you should go ahead with what you planned, change the plan, or stop and look for a better opportunity.
So, BEFORE you start spending Big Bucks on leases, design/layout, equipment, supplies, or waste weeks or months of your time doing "research" that won't lead anywhere, just look what this Program will give you. You won't find that anywhere else!
If you are "just thinking about it" and starting your "research", it means that you are seeking some answers. Most of your concerns and questions will be answered in this program, and the most important question will be whether what you are planning to do makes any business sense in the first place! You wouldn't want to waste all your money and your time on something that won't work, would you? Unfortunately, many people jump into this business without a clue and end up losing their investment.
If you need a business plan for your lender or landlord, this book contains such a plan. It will give you a much better idea of the costs involved in starting up your specific concept, and it will give you some realistic earning projections based on your location. Many people ask us where to get the financing. Though we cannot get you the money, this business plan has helped many of our clients to secure financing with the SBA, friends, relative or other sources. When you approach a prospective lender for financing, you MUST talk intelligently about the business and present them with a realistic plan on what you will do with the money, where will it go, and how much will you have left over after paying your expenses so you can pay them back. If you present Alex's book with your business plan, and tell the lender that Alex & Assoc. will be on your team to help you from the start, your chances may be greatly improved.
You can have this Business Plan e-mailed to you (Please request by phone or e-mail) the moment you order this Program!
If you already have secured your financing and are seriously considering a certain location to open your business, wouldn't you want to know whether that location is proper for your concept, before you commit to it? This is the single most important decision that you will make. The location will determine mostly whether your business will succeed or not. This program includes over the phone personal consultation with Michael or Oksana Fisenko regarding your location. We turn down more than half of the proposed locations.
If you already have a location and are planning the design of your shop or drive-thru, this book includes the working space and equipment layout that will make your operation more efficient, therefore speeding up customers service and increasing their satisfaction. These are not architectural building plans, but the design on which your architect or contractor will base his plans.
It includes a detailed list of all your equipment and supplies, and our personal recommendations of what and where to get it, depending on where you are. This will save you months of research time and prevent you from purchasing the wrong items, or equipment that you don't need, saving you money and aggravations.
If you are about to open your shop, this program will give you some effective and proven ways to jump-start your business. It includes proven and tested "espresso focused" marketing techniques that will help you to sell more espresso based drinks and put more money in your pocket. It also includes an espresso focused, "customer friendly" menu, which is your most important marketing tool. While the average independent coffee shop manages to serve only 31% of espresso based drinks, my clients average is 87%! Just think how much more money you will make if instead of selling 200 cups of brewed coffee at $1.25, you sell 200 espresso based drinks at an average price of $2.47! That is an addition of over $50,000 a year in your pocket after the cost difference!
If you are planning to buy an existing coffee business, wouldn't you want to know if it is a good investment or a money pit? We have prevented many people from buying somebody else's headaches and aggravations!
If you want to add a coffee concept to your existing business, wouldn't you want to know if it will generate enough sales to justify the money and time invested in the project? If it doesn't we will tell you why, and if it does, we will show you how to maximize that opportunity!
Combined with the "Espresso 101" video (see contents below), this program will show you how to prepare better tasting drinks and "hook" your customers so they want to return day after day.
This Program, together with our personal over the phone consultation with you included in the price, will show you step by step what you need to do and how to do it, whether you are planning a coffee shop, a drive-thru, would like to add a specialty coffee to your present business, increase your sales, or considering in buying an existing coffee business.
It will save you thousands of dollars in preventing mistakes, months of wasted time, and countless aggravations!
Isn't that what you are looking for?
Do you want to start a Coffee Business, or a Coffee Business that Makes Money?
By the time you are ready to open for business you will have invested between $6000 just for the basic espresso equipment and some supplies, and from $50,000 up to $250,000 for a coffee shop or a drive-thru. Plus weeks or months of your time.
Considering how much time, money and emotional investment you will put into it, wouldn't it be a terrible waste of your money, time and a great loss of opportunity if you did not know how to plan, execute and conduct your business so as to generate money instead of losing it?
Don't you agree?As Alex traveled all over the country helping to open independent coffee shops and drive-thrus, (over 214 as of July '06!), he came across many coffee business opportunities turned into disasters by people without a clue!
Here is one example:
Spending More $$$ starting your Coffee Business won't Guaranty Your Success!
Just recently Alex spoke to an owner in California who had invested close to $300,000 starting a Coffee Shop. He bought the latest high tech equipment for $48,000 (as an example, ALL the equipment that I recommend in my book won't cost you more than $15,000), expensive furnishings, a $16,000 super automatic espresso machine, a $4000 POS system and a $3500 menu board!
He was paying $5000 per month in rent, and he is failing. His sales average only $250 a day.Instead of making money, he is losing about $4000 every month!
Why?
Because he did not have the EXPERIENCE TO DETERMINE WHETHER what he was planning WOULD BE SUCCESSFUL or not!
But he thought he did.
He did EVERYTHING wrong! From the location, to the name of his shop, to his menu, to the layout, to the equipment, to his drink preparation techniques. And he certainly did not understand what is important to the customer, how to bring her in the shop and make her want to return!
Did he get any advice or training before he started to spend his $300,000?
Yes, he got some "advice" from friends, relatives and an "experienced" employee working in another coffee shop.
And he got some "free" training from his coffee roaster and espresso equipment dealer. Unfortunately, that "free" training will end up costing him over $300,000 and a year of wasted time!
Had he read my "Espresso Business Success Program" and consulted with me over the phone:
- He would not have leased this location in the first place,
therefore saving himself $300,000, a year of his time and countless aggravations.
- Had we advised him that the location was OK, and had he followed the layout and equipment in this Program, he would have invested less than half of the $300,000 opening it, saving himself at least $150,000 in build out, equipment and remodeling costs.
- All his equipment would have cost him no more than $15,000 instead of the $48,000
- His menu would be more "espresso friendly", he would sell more and put more $ in his pocket!
Unfortunately, he did not know about us, but even if he did, he probably would have chosen "free" advice (like many people do), given to him by the espresso machine salesman, the coffee roaster, or the young, "experienced" person that he hired away from another coffee shop.
********There are hundreds of similar cases all across this country, that turned opportunities into disasters, losing all of their investment and wasting months of their time!
But they did save a couple of hundred dollars on "free" training and consultation - didn't they?
How much would it be worth to you to prevent similar mistakes and start your coffee business on the right track from day one?
If you are considering any of the following Coffee Business Opportunities:
Start a Coffee Shop or Drive-Thru
Buy an existing Coffee Business
Add Specialty Coffee to your present business
Increase sales in your present coffee business
Improve the performance and bottom line of your Coffee Chain or Franchise
don't you think that the FIRST thing that you should do, BEFORE you start spending all your money and your time, is to determine whether what you have in mind will work? Will you make any money doing it?
And here is where MOST of the initial mistakes occur, costing the owners tens of thousands of dollars and lost opportunities.
Are you really prepared to risk your hard earned money by jumping into this without expert advice?
So how do you determine that? By talking to your friends and relatives? By looking for advice from an "experienced" employee of another coffee shop that may not even understand how to make the drinks properly? From an espresso machine salesperson or a coffee roaster who is only interested in selling you the equipment and supplies?
Wouldn't you rather seek advice from us with over thirty years of experience, who have learned from Alex that opened over 200 shops in EVERY possible location? Who really understands what works and what doesn't in the "Real World"? Call us for references you can check.
Our advice, the book & DVD is not "free." We will tell you right from the start whether what you are planning makes any business sense, and how much money you will expect to make. If you change your mind about proceeding with your original plan, you will save yourself a ton of money, weeks of your time and countless aggravations.
If on the other hand it makes sense, this Program will show you how to proceed in order to make your coffee business a success.
Isn't that what you want? How much is that worth to you?
How much would you pay for all of the above information, provided to you by the most experienced independent consultants in the Industry?
**************These pictures are some of our client's shops
"Leonardo's Coffee"
"Latte Da" "Moka's Coffee"
OK, but does this Program work? Here is what some of our clients have to say:
"Alex, two years ago we purchased your "Espresso Business Success Program" book & video. We are now in the process of opening our third shop! There is no way that we could have achieved the success that we have without you!"
Thank You!
Brian W
SC
**********
"Alex, we had a $1,300 day on Saturday. We never could have done it without you. And only six weeks after opening! Thanks so much!"Sincerely,
April and Steve F
You will find more letters at the end of this page.
**********Alex,
"I purchased your book in 1/03. I cannot thank you enough for the helpthis book gave me. I worked for 10 years in coffee bars (even inmanagement at Caribou Coffee, Charlotte, NC), but your book went sobeyond the experience that I had in order to open my own espressobar!!I purchased the book because I had the opportunity to open an espressobar - which I did (we just celebrated our third anniversary)!!"
Thomas
Please see more endorsements at the end of this page
**********
Under Alex Fisenko, Oksana Fisenko has been learning how to maximize the potential of the Espresso/Coffee by the Cup Business for the last thirty five years. During that time Oksana & Alex opened and operated sixteen of their own coffee shops, (with two failures) and helped to open over 200 independent coffee shops and drive-thrus in every conceivable location all over the country.
WE REALLY LEARNED WHAT WORKS AND WHAT DOESN'T, and compiled all that practical experience, proven to work in real world, into this "Espresso Business Success Program" so you won't have to repeat all the mistakes that Alex made, so you can start your business on the right track from day one, with the least of pain and the most of gain!
Isn't that what you want?
**********
As Alex traveled all over the country helping people to open coffee shops and drive-thrus, he saw many opportunities that turned into disasters created by people that jumped into this business without a clue, or by following the advice of friends, relatives, the coffee roaster or the "experienced barista" that they hired away from the competition.
Here is the Good News:You don't have to be one of those casualties! Most of those disasters could have been prevented with this Program and our over the phone consultation included in the price!
Note: The pictures on this site are some of our clients shops.
Java Cafe Moka's Coffee ********
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JP Coffee In MS
How much is this Program?This "Espresso Business Success Program" is only $249.50 for the book, and $359.50 for the complete Program which consists of the book, the DVD and about one hour of phone or email consultation with Michael and/or Oksana Fisenko.
Yes, a couple of hundred dollars is a lot for a "book and a DVD".
But you are not paying for a "book and a DVD".
You are investing in knowledge derived from over thirty years of experience and over two hundred, personal, on site coffee business openings, in every conceivable location all over the country! We learned what works and what doesn't, and so will you! How much is that worth to you?
You are investing those couple of hundred dollars to save yourself thousands of dollars in preventing mistakes!
You are investing to find out whether your plan makes any business sense in the first place, before you start spending real money! How much is that worth to you?
You are investing to complete your project with "the most of gain and the least of pain", that means to put your money in areas that really matter for the success of your business, instead of wasting it on overpriced and needless decor, equipment and supplies that may not contribute a penny to your profits or costumers satisfaction!
Please, ask yourself truthfully, if you are serious in starting a Coffee Business:
What can you get for a couple of hundred dollars that will benefit you more than this Program and my over the phone consultation that may save you tens of thousands of dollars in mistakes, months of wasted time and countless aggravations?
That may fulfill your dream of being in a successful business for yourself?
Please fill in this blank: " I would rather spend the couple hundred bucks on............................. than on this Program".Obviously, you would not want to risk your money on something that does not work, would you?
Hundreds of my successful clients took this "small risk" by ordering this Program.
*******Dear Oksana
Last September 2006, was the date when I searched your website and found you as a strong and reliable person to be my consultant for the Coffee Business.
I am indeed lucky to have known your respected Company, from where I have gained the confidence to put up my own coffee business. This was the result of having purchased your ESPRESSO BUSINESS SUCCESS PROGRAM, which proved to be effective and more realistic in a sense.
I have followed your program process, starting with a good location and the designs, plumbing, electrical and equipment set up were properly planned and resulted in well-sophisticated interiors. Layout of equipment was also put in place where they can be ensured of operation efficiency.
Our daily customer head count is from 150 to 200 - just as we opened before one month ago, and we are expecting more and more customers once people know we are there.
Ali Misfer Al Ghamdi "TALES OF COFFEE"June 2007
**************
Can you think of anything that would be of more value to you at this time than this Program?
Do you need a Business Plan right now? We can email it to you the moment we receive your credit card order, so you can start your planning while you are waiting a couple of days for the Program. You may also call us with any questions or concerns that you may have. Just pick up the phone or scroll down to order online. If we am in the office, we will be happy to talk with you. Alex & Assoc. - toll free order line 1-866-590-9423 between 9 AM-6 PM Pacific time.
Did you know that the MENU is the most effective and the least expensive marketing tool in a coffee business? By just changing some items on the menu you could increase dramatically the espresso based drinks sales (that's where the REAL MONEY is!!) and put thousands of extra dollars in your pocket!
Because this Program will show you HOW TO SELL MOSTLY higher priced espresso based drinks instead of brewed coffee, you will make more money!
According to the Specialty Coffee Association of America, (SCAA), the average independent coffee shop manages to serve only 31% of espresso based drinks, my clients average is 78%! Just think how much more money you will make if instead of selling 200 cups a day of brewed coffee at $1.25, you sell 200 espresso based drinks at an average price of $2.92! That is an addition of over $50,000 a year in your pocket after the cost difference!
When you order this Program, you will learn how to do it. Don't you think that this alone is worth MANY times the cost of this Program?About the "Espresso 101 DVD"
"An excellent training resource designed to provide solid background on coffees as well as practical demonstrations on correct preparation of espresso based drinks." Ted Lingle, Executive Director, Specialty Coffee Assoc. of America.
******"This is the finest espresso training video in the nation." Michael Meyers, Pres. Michaelo Espresso.
"Espresso 101 has won several industry awards. If you are an espresso business owner, get this video".
Tea & Coffee Trade Journal.About the "Latte Art" DVD - Advanced Barista Training
This DVD is designed for those who would like to take her/his skills to the next step. By watching some of the top baristas from the coffee industry, one will learn advanced techniques and "extreme" latte art pours, such as the Autumn Leaf, the Traditional Rosetta, and many more.
Please scroll to the end for more endorsements.
Ordering Information:
Here is what you get for $249.50 ( Priority Mail included)
Our "Espresso Business Success Program" book.
Up to thirty minutes of personal consultation over the phone or e-mail
Here is what you get for $359.50 ( Priority Mail included)
Our "Espresso Business Success Program" guide
"Espresso 101" video tape or DVD -
One hour of over the phone/e-mail personal consultation on any espresso or coffee shop/drive-thru related matters.
Here is what you get for $329.5.50 (Priority Mail included)
* Our "Espresso Business Success Program" guide
* "Latte Art" DVD - Advanced Barista Training
* One hour of over the phone/email personal consultation
Four ways to order my program:
1. Credit card - you may order at any time over the Internet
2. Phone toll free order line 1-866-590-9423 between 9AM-6PM Pacific time.
3. Mail - see address below
4. Pay Pal - at any timePlease add $16.80 for domestic Express Mail - next day mostly
Outside of US: Please add $32.50 for Global Express Mail (3-5 days) overseas, or to Canada $26.50 --applicable amount by FedEx for a one Kg. package from US Zip code 97008.
*************************************************
Order Form:$249.50 for book only and some phone consultation. Priority Mail Included.
$359.50 for the complete program that includes the book, the 101 Espresso DVD and up to one hour of personal over the phone consultation with us.
$329.50 for complete program that includes the book, the Latte Art DVD and up to one hour of personal over the phone consultation with us.
Priority Mail Included. Please add $26.50 outside of USA for Express Mail
in Canada and $32.50 for overseas and Mexico
********************************************
To order by credit card please fill out amount below:
Please click on Pay Pall button if you wish to process the order through them:If you need help with that, please call them at this toll free number:
1-888-221-1161Outside of US, please click here to pay by credit card through PayPal. If you have a problem with a non US issued credit card, please try to place your order by PayPal. Please add $32.50 for Global Express Mail (three to four days) or applicable amount by FedEx for a one Kg. package from US Zip code 97008.
Links:
" Turn-Key Start-Up Training Program"
Espresso Business Success Main Page
"Espresso Workshop for Chains or Companies"
Request my FREE Espresso e-mail Report
Business Program Training
Who are we? Contact Info**********
Dear Alex:
I just wanted to let you know that I have opened a coffee shop in DE and we are doing pretty well. I purchased your program back in 2003 (I believe) and I read it carefully and studied it and I now have an upscale coffee shop. I wrote a business plan that my banker said was one of the most well put together plans he had ever seen.
Basically, I wanted to say, thank you. The information I received was very helpful.
Sometimes people who touch others lives do not always get thanks so I wanted to let you know that I was touched in a positive way.Thanks again Alex for all your knowledge.**********
"Alex, we had a record day of $2,000! We did the sales from 9am to 630pm. We were rockin! Everything continues to pick up as time passes. Thanks again for your help. Our employees still talk about you. Our second location opens May 13 in TN. Thanks again."
Thomas ....
**********
"I would just like to thank you for your help and information you gave us . We get nothing but compliments from our customers at how well our drinks taste . You really saved us a lot of time, money, and hardship . Although we have only been open for a couple of weeks we are getting a very good response" .
Again Thanks!
James & Andrea
********
"Alex, just wanted to thank you for your help with our store. We opened 11 days ago. I bought your promotional package about 2 1/2 years ago, and it proved to be invaluable. It gave me the insight to see how to set up a coffee shop that will sell espresso. Our store opened 2 weeks ago, and it has been an instant success! We had predicted a business that would take off over time, but found ourselves overwhelmed by the customer responses. We had 229 purchases on our 9th day, and the numbers just continue to grow. Your book was the basis in how we set up our store. Thank you."
Brian
*******"I wanted to open a small coffee shop in Florida, but had no idea where or how to start. Alex's book and tape gave me the confidence and the expertise that I needed to start the right way! It saved me a lot of time and money in not making mistakes."
Karen
******For a person like me, with no experience whatsoever in the espresso business, the booklet was very useful in planning the menu, design and making us understand the importance of drinking the product ourselves. The tape is outstanding! We will follow its direction to make the best drinks. I really appreciate that you have made your hard won expertise available for people like us"
Earl J.
ALL of the above people got this PROGRAM BEFORE they even found or leased a specific location. This is your FIRST step if you are serious about this business.
Unfortunately, some of them read like this:Dear Alex:
I just got your book and video. I wish that I had them before I opened my coffee shop, I would have done many things differently. I hope that it is not too late for me to save my business.
Ever since I was in college I dreamed about owning my own coffee shop. I attended the University of Michigan in Ann Arbor around 1991 and used to hang out at the Espresso Royale, maybe you know of it?
Anyway, about two years ago I found this store for lease in a small strip mall near Chicago, and because the rent was cheap, only $750 per month, I leased it. Using my own savings and some borrowed from my parents, I managed to open my dream (what I thought) coffee shop.
First of all, I had no clue of what I was getting into, though the man that sold me the espresso machine told me that he would teach me how to make the drinks, that there was "nothing to it". If I only knew that there is much more than making drinks to this business, as you say in your book!
Because I was not feeling sure of myself, I managed to hire an "experienced" girl that was working for another coffee shop and was the daughter of a friend of mine. After viewing your video, I saw that she knew even less than I on how to prepare drinks correctly!
However, now that I studied your material, I realize that the reason for my slow sales are more than improperly made drinks. My shop is in a strip mall and hard to see from the road as people drive by. The only customers that I get are coming from the next door hair salon and supermarket. I only average $200 a day in sales, and after paying all my bills I feel that I am working for below minimum wage!
I am attaching my menu, which as you can see is much different from what you have in the book. No wonder I am selling mostly brewed coffee! Some months ago, when business was really slow, I started to make some sandwiches, and though my sales went up a little bit, the extra cost was not worth it. I will try to do the menu as you suggest.
Can you help me? Is there anything that I can do to increase my sales? I will call you in a couple of days to take advantage of your over the phone consulting which comes with the book.
Regards,
Cathy
*************The other day we got a call from a man in PA who opened a coffee shop six months prior to that. During his planning stage he found my web site, "read every word of it", and was considering ordering this Program. However, an "experienced" employee that he hired from another coffee shop told him that it would be a waste of money, that she would teach him "how to make the drinks".
He was calling us because he was concerned about the slow progress of his sales. We talked a bit about his location, which seemed to be in a good area. Then we asked him about the following :
The name of his shop: It had nothing to do with "coffee".
His menu: It was wrong in every respect - "not espresso friendly".
Equipment layout: Designed by an architect who never worked a day of his life in a coffee shop - awkward to prepare drinks fast.
Equipment: He spent over $3000 more than he needed.
Proper drink preparation techniques: Did not know much about it, left it to the "experienced" employee he hired from the other coffee shop.
His coffee sales: 73% brewed coffee, 27% espresso based drinks - a complete reverse of all my clients!
His total investment: About $97,000!
Had he invested in this "Espresso Business Success Program" and my personal consultation over the phone included in the price, he would not have made the above mistakes and would have put at least an additional $17,000 or more a year in his pocket!
*******
