ESPRESSO BUSINESS

The Espresso Revolution

The espresso revolution in the United States began in Seattle over 18 years ago. We saw specialty coffee emerge from the coffee shop onto the streets with the advent of espresso carts. Making espresso more easily accessible to customers led to the birth of the espresso drive thru. These operations began popping up around Seattle! especially in the suburbs as busy commuters began to en"oy their early morning gourmet "ava. #s the espresso revolution spread south and east across the US#! it took root in predominately metropolitan cities! most often in airports and coffee shops. $t was "ust a matter of time before this revolution would touch most towns and cities in #merica. %urgess &nterprises has worked with numerous coffee companies! including Starbucks! Seattle %est 'offee! Tully(s and )ava Trading 'ompany! along with many other smaller roasters. These companies have helped many chain stores! hospitals! hotels! universities and independent entrepreneurs establish profitable coffee programs and business. %urgess has been instrumental in providing e*pert consultation! design and production of carts and kiosk and drive thrus! along with high +uality espresso and granita e+uipment. The specialty coffee business can be fun! e*citing! and profitable if built on a foundation of high +uality! consistency! customer service and great e+uipment.

WHAT IS ESPRESSO?
&spresso is a form of coffee e*traction! when properly made! the very best essence! the volatile oils! are e*tracted for a strong! rich! smooth! never bitter li+uid. # +uality espresso shot is achieved with the following variables,
1. The -roper %lend of &spresso %eans .. /reshly 0oasted 'offee 1. /reshly 2round 'offee 3. The -roper 2rind 4. 5 8 2rams of 2round 'offee doe a Single or 13 16 2rams for a 7ouble 6. # /irm Tamp of 48lbs. of -ressure to the -acked 'offee 5. Water -ressure of 9 18 #TMs :118 -.S.$.; 8. Water Temperature of 19. 195 7egrees 9. # 'lean Machine 18. Water <uality 11. .4 18 Second -our for = to 1 ounce of &spresso >i+uid 1.. The /inished Shot of &spresso Should %e Thick! 0ich 'aramel 'olor With >ots of
'rema.

DRINK DEFINITIONS
RISTRETTO >iterally means ?restricted@ espresso. Made by stopping the machine part way through the process. Servings are even thicker and more potent than basic espresso and yield A to = of an ounce of li+uid. DOPPIO, >iterally means ?double@. Technically! the same amount of water as a single! but forced through twice the amount of grounds :13 16 grams;. Most places here in Seattle simply make a double serving. #ny espresso drink can be made with a doppio. SHORT, Usually served in an 8 oB. siBe cup. TA!!, Usually served in a 1. oB. siBe cup. "RANDE, Usually served in a 16 oB. cup. SKINN#, # term used for espresso drinks made with non fat milk. BRE$E%, # term used for espresso drinks made with Calf D Calf! rather than whole! .E! or non fat milk. &APPU&&INO, &spresso blended with steamed milk and topped with mounds of foamed milk. -roportions are about 1F1 coffee! 1F1 milk! and 1F1 foam. $n #merica! the drink may sport foam but no milk! and it is commonly served with a twist of orange or a dusting of nutmeg. # 'r( )*ppu))ino has more foam and less milk. # +et )*ppu))ino has more milk than foam.
**QUICK TIP: Non-fat milk produces the most foam.

,O&HA, &spresso blended with steamed milk and chocolate syrup! chocolate sauce or steamed cocoa to make about one cup. Mochas are usually finished with a dollop of whipped cream or milk foam. A,ERI&ANO, &spresso shots laid on top of very hot water to make an #merican siBe ?cup of coffee@. !ATTE, # shot or two of espresso blended with a cup or so of steamed milk. Some places dress the latte with a thin layer of creamy milk foam.

F!A$ORED !ATTE, #dd about one ounce of flavored syrup to accent a regular latte. I&ED !ATTE, &spresso and cold milk poured over ice. /lavors can be added for an iced mocha. ITA!IAN SODA, 'old soda water or mineral water poured over ice and flavored with syrup. ITA!IAN &REA, SODA, #dd a dash of Calf D Calf to a regular $talian Soda. ,A&&HIATO, There are two versions that are both usually served in a clear glass to show the swirled ingredients, >#TT& M#''C$#TG is steamed milk ?marked@ with a spurt of espresso. &S-0&SSG M#''C$#TG is espresso ?marked@ with a dollop of steamed milk. STEA,ER, Steamed milk usually flavored with a syrup such as vanilla or almond. HOT &HO&O!ATE, Steamed milk blended with chocolate and usually topped with whipped cream.

&OFFEE DRI$E-THRU BUSINESS

The coffee shop business is undergoing an evolutionary process. While some years ago customers used the coffee houses mainly as ?hang out@ places! where coffee drinks were of secondary consideration! with the advent of coffee bars in business districts this began to change. How! in many business districts throughout the country you may see lines of people waiting in front of a Starbucks for as long as fifteen minutes to get their overpriced morning ?latte fi*@. #s more and more customers get familiar with espresso based drinks all across the country and the demand grows! there is a great opportunity to satisfy that demand with a drive thru! in a more convenient way! with faster service! a better tasting product and at a more reasonable price. Ho e!er" a dri!e-thru espresso stand is nothin# $ut a con!enient place to #et a product fast that the customer alread% kno s and ants.

Therefore! the best place to locate a drive thru espresso kiosk would be in a relatively ?espresso educated@ market. %ut even if your area is ?&spresso 'hallenged@! this can be over come with the right kind of initial promotion! in the right kind of location! with great visibility and easy access. # drive up is the ultimate state in the ?espresso concept evolution@. Unlike an espresso bar or coffee house! where people may go for other reasons than to drink coffee! it does not offer any social setting or entertainment valueI people drive up "ust for your product and because it may be faster and more convenient than standing in line at Starbucks. Jou should locate your drive thru on the morning commute side of the road! with high visibility! easy access and a sign that makes an offer hard to resist. The word ?espresso@ by itself has little meaning to people that do not know what it is! and why should they go out of their way to come to you if they are not ?hooked@ on itK #t the present time! the espresso drive thru concept is in its infancy. %ut three to five years from now! there will be thousands of these stands all over the country. They will range from ?Ma D -a@ small home made trailers with a cart inside! where allowed! to full siBe! double drive thru ?/ast /ood@ type structures costing L188!888 or more. Will you be one of themK There is a tremendous opportunity for serious investors to create coffee drive thru concepts that combine an attractive design! good locations! proper e+uipment layout! effective marketing! fast service and good tasting product. %efore you start planning a coffee drive thru in your part of the country and see big LLL signs! consider this, Many communities across the country won(t allow any kind of drive thru. Should they allow a coffee drive thru stand! they would re+uire a restroom and full hook ups, water! sewer! power etc. and will treat your operation like any other kind of fast food restaurant. This will discount the trailer type. $f they allow a ?trailer@ type operation like most of the e*isting drive thru(s in the Horthwest they may re+uire you to have a commissary nearby where you would service your trailer and use the restroom. So! before you start "umping for "oy! determine whether or not you can do that in your community! and what kind of structure yours would need! a self contained trailer without restrooms or hook ups! or a building with all the hook ups and restroom. The difference between the two may be as much as L188!888 in opening cost.

&here to 'tart
1. &he). +ith /onin01 2uil'in0 *n' he*lth 'ep*rt3ent in your community. &*plain to them what you would like to do. While here in the West drive thru espresso stands

have been in operation for some time! in other parts of the country they have no clue. 7o not try to do it over the phone. They won(t understand what you are talking about. The best way to do it is by appointment. Take with you some pictures and interior layout plans so you can show them. .. FIND A SPE&IFI& !O&ATION1 TA!K TO THE OWNER OR PROPERT# ,ANA"ER4 Without * lo)*tion1 (ou h*ve no 2usiness4 Hothing else matters unless you get a location where to put your stand. Try to secure a long term lease! at least three years with a renewal clause. $f you take a short year to year lease and make the business a success! the owner of the property may thank you for developing a customer base for him and take over your business. $t happens all the timeM #gain! you must have something to show the owner of the property. $n order to make the coffee drive thru venture a success! the following factors must be considered, 1. Site lo)*tion without a good location! you may have the best coffee in the world and failM # good drive thru location should be hi0hl( visi2le *n' e*sil( *))essi2le from a busy highway or street! and it should be positioned on the morning commute side. .. Buil'in0 'esi0n *n' si0ns - it must be striking and attractive! something that will attract attention and stand out from the nearby structures. 7epending on need and siBe! it could have two serving windows and even some inside seating. 1. A l*r0e 3enu board that can easily be read by a second car in line or from at least .8 feet. 3. Si3ple1 2*si) ite3 3enu1 emphasiBing espresso based drinks! with reasonable prices. Gne thing is to pay premium price for a ?latte@ in a high class coffee bar! where the customer may tie up a seat for 18 minutes or more! another altogether is to get your drink from a window and be on your way within a minute. 4. Proper e5uip3ent l*(-out so as to be able to produce drinks fast and efficiently. 6. The o+ner62*rist* 3ust 2e thorou0hl( tr*ine' in all phases of operation! with emphasis on fast and correct drink preparation techni+ues so as to keep the line moving. 5. Hun're's o7 other s3*ll 'et*ils that one by one would not affect the business to a great degree! but when added up may make or break your businessM #s compared to a conventional fast food drive thru operation! that may cost anywhere from L388!888 to ?sky is the limit@! an espresso drive thru may range! 7ull( e5uippe'1 7ro3 *roun' 89:1;;; 7or * 2*si) <% = >?% tr*iler1 to * 8>;;1;;; or 3ore 7or * 7ull 2lo+n >@% = A:% 'ou2le 'rive-thru stru)ture1 +ith per3*nent utilities1 restroo3 *n' lon0 ter3 le*se4 $f you are the owner of a strip mall with a large parking lot or a gas station! you have a great opportunity to make some real money with a coffee drive thru by placing an

attractive kiosk for around L48!888. $n a good location that investment may be recouped in less than a year. Depen'in0 on the lo)*tion1 *ppe*r*n)e o7 the stru)ture1 3*r.etin0 *n' the over*ll un'erst*n'in0 o7 the 2usiness1 s*les 3*( r*n0e 7ro3 8?;1;;; to 8>1;;;1;;; * (e*r4 The best opportunity for a coffee drive thru entrepreneur would be to find a ?defunct@ or failing conventional fast food operation and covert it into a first rate espresso drive thru. Such a conversion could probable! be accomplished! including all the necessary e+uipment! for around L38!888. Use the BReturn on Invest3ent Wor. Sheet that $ have provided in this package. 7on(t waste your time and effort shopping or ?researching@ for e+uipment etc. unless (ou h*ve * spe)i7i) lo)*tion and are ready to sign your lease. What you need first is to learn to understand this business so you prevent ma"or mistakes and get started on the right track

&o77ee Shop Business Pl*n

# %usiness -lan is a description and pro"ection of what you intend to do. # lender andFor a landlord may re+uire from you before they lend you any money or assign a lease. # 'offee Shop %usiness -lan should have the following information. What do you intend to do and whereK Cow much capital do you need to complete the pro"ectK Where will the money be allocated, Cow much for building out! e+uipment! furniture! etc.K Cow much do you pro"ect your sales to be the first month! first yearK What will be your operating e*pensesK What kind of e*pertise do you have to plan! complete and operate such a businessK $f you don(t have the e*pertise! who will provide it and what are hisFher +ualificationsK

$n short! the lender wants to know whether you understand the coffee shop business! and will the business generate enough revenues so you can meet all of your operating e*penses and pay them back. Within the package of information that $ will send you will be able to put together most of your %usiness -lan. Jou will find the following information, ?The &spresso 0evolution@ -reliminary Site 'hecklist &spresso >i+uid -rofit -otential -ro"ected -rofits -er >ocation

-ro"ected -rofits for U.S. Shops 0eturn on $nvestment Work Sheet

When looking at a location and after checking the traffic patterns! either foot or auto and that traffic is moving in the correct direction with easy access and good visibility use the figure of 1E of that traffic as your basic customer count. The e*ample would be that the street you have chosen for your drive thru has 18!888 autos passing each and every day and the heaviest traffic flow is in the morning you should attract about 188 cars per day. %ased upon that assumption and the fact that the average selling price of a espresso milk based beverage sells for L1.88 you could count on appro*imately L988.88 a day in sales. Neep in mind that your menu would attract even more sales thru pastries! ice beverages including espressos :afternoon; which will increase your per capita spending. With "ust 188 customers purchasing one additional item :pastry; for an average price of L1.48 your per capita spending has "ust increased to L1.48 from L1.88 or an additional L148.88 without increasing your efforts.

Business Pl*n "ui'elines

The main purpose of a business plan is to convince a financial lender that you are a good credit risk. $n order to do this you need to display that you are well organiBed with a clear step by step plan for success and the repayment of the loan. $nclude, 1. Oision P What is your business dreamK What! where! when! who and howK .. Jourself P Who are you and what makes you uni+uely +ualified for this businessK 1. 0esources P What do you need to help you fulfill your visionK $nclude e*pert consultation as well as property! personnel! buildings and e+uipment. Where are you going to find these people and get these itemsK 3. 'ost P What amount do you need for each of these itemsK What are your pro"ected e*penses per month over the ne*t two yearsK 4. -rofit P What is your realistic pro"ected profit per month over the ne*t two yearsK 6. >oan 0epayment P What is your plan for the repayment of your loanK

W*t)h out 7or these 3ist*.esC

What happens when people start a business without fully understanding what makes it ?tick@K 'ompared to any food related business! the espresso business is more lucrative and the work environment more pleasant. Cowever! as with any business! the ownerFoperator must understand it in order to ma*imiBe it(s potential. To e*pect the

coffee or e+uipment supplier to teach you the coffee shop business is like to e*pect a restaurant e+uipment salesman to teach you the restaurant business and how to be a great chefM %ecause the potential owners think that ?there is no big deal@ in opening a coffee shop! or they are influenced and misguided by coffee roasters! e+uipment salespeople and designers! or they hire ?e*perienced help@ from another shop! they end up with far less profitable shops after having spent thousands of e*tra dollars. # ma"ority of your future mistakes can be prevented by talking to the right people! getting proper training and by implementing an effective espresso marketing program. There are many cases where an owner will spend upwards of L148!888 to open a coffee shop all to have it close within weeks. With proper e*pertise in designing! marketing and running of the business the owner could have put about L.88!888 a year profits in his pocket off L648!888 a year in sales. The reason most shops fail is because the new owner is influenced by, #n architect who has never spent a day of his life working behind a busy counter of a coffee shop and who designed a work environment that was awkward to work in. %y an espresso machine salesman that convinced him that the machine was ?it@! that by having it he would make the best drinks. %y a coffee roaster who praised the purity and freshness of his coffee! who pushed on him doBens of his bean varieties! creating a menu that did not make any sense e*cept to the roaster. %y an ?e*pert barista@ who did not have a clue on hot to prepare drinks properly and efficiently and who did not have any ?espresso marketing@ sense.

Where was the e+uipment dealer that sold him his four group L1.!888 espresso machineKKK What kind of advice did he get from his coffee supplier or the ?e*perienced barista@ that he hired away from the competitionKKK #ou +on%t 2e *2le to prevent )o3petition1 2ut (ou )oul' .eep it *t 2*( 2( )re*tin0 * lo(*l )usto3er 2*se4 %ut you won(t be able to do that by serving lousy! overpriced drinks with slow service! no matter how much money you paid the architectFdesigner to build a monument to your ego. With proper functional design! menu and common sense marketing combined with e*pert training and drink preparation techni+ues! such shops could become true ?"ewels@! providing the customers with better product and service! and awarding the owner greater income and satisfaction. Many locations "ust off the freeway could be as well off on the moonM The only prospective customers that notice the store are people that come to this location for some other purpose than coffee. /or the most part signs can not be noticed by cars Booming by at 68 miles per hour. Unfortunately! strip malls may be good locations for destination

type stores! but coffee for the most part is an impulse item and for most people the act of pulling off the road! even if they notice your sign is not worth their effort. Gf course there are e*ceptions to every rule! when you have a great visibility and very easy access and they happen to see you when they need their ?latte@ fi*. ?/ree@ training may not be free after allM When establishing a menu for a coffee shop! remember that it is a ?'offee Shop@ not a deli that "ust happens to sell espresso. Cow many customers will you fail to attract to the espresso standFstore due to lack of effective initial marketingK Cow many customers will walk out because of slow service due to poor e+uipment layoutK Cow much bigger is the payroll! food cost and how much smaller are the profits due to the inability of positioning the business as a viable ?coffee shop@ in an e*cellent locationK #nd how long will you last in business should e*pert competition open nearbyK ?/ree training@! a banner and some promotional materials from a roaster and e+uipment supplier may not be what you think it is. )ust because it(s ?/ree@ it doesn(t mean that it is smart or has common sense. Gne of the ma"or mistakes is faulty drink preparation and techni+ues. 'reating a menu that is simple and makes sense and is large enough to be read from .8 feet away and with proper guidance from the start from their coffee roaster and espresso e+uipment supplier and hire an e*pert to implement the concept right! one could fulfill their goal of increasing customer(s shopping e*perience increasing per capita spending resulting in e*tra revenues. Cere are some basic steps to a successful openingM When naming your espresso store choose a name that will make sense to your customer. Jour customers have an e*pectation! give it to them. #n ?espresso friendly and focused menu@ that would allow you to sell mostly espresso based drink. #n efficient design and e+uipment layout that would make a big difference in the speed of service. -roperly prepared! faster served! better tasting drinks that would bring customers back for more. Cire some ?e*pert@ who has e*perience in design and operation of a coffee operation. Most owners do not understand the nature of this business. They think that if you have a good machine and e*pensive coffee beans! you will make it. &+uipment and coffee have very little to do with the success of this business. )ust look at some bagel! sandwich or so called ?gourmet coffee shops@ in the malls. Some of them have L1.!888 brass and copper decorated machines and use L8.88 an lb coffee! and they only manage to sell doBens of cups per day instead of hundreds. 7on(t e*pect ?free@ training either from the coffee supplier or the espresso machine distributor to teach you how to run a coffee shop operation. The coffee roaster and machine distributor can only teach you about their products not how to hire a staff! prepare a budget.

&ducate yourself through reading! video or seminars to learn how to ?market your espresso business@ so when introducing your business to a new area it will be well though out and make sense to your new customers. 7on(t make the mistake of coping other shops without any sense or reason. When designing your shop don(t choose an architect who has never worked behind a busy espresso counter and has no clue on how to layout the e+uipment for speed and efficiency of the operation.

&spressoFcoffee by the cup is a great business! with unlimited potential across the country. $t may provide you with a substantial income and personal satisfaction P but only if you get enough education to conduct it properlyM $f you want to minimiBe your mistakes and ma*imiBe your chances of success you must understand what really drives this business. Gne of the most effective ways to prevent the above mistakes and start on the right track is by working with e*perienced people that ?done that and been there@

BA Do/en Su))ess7ul W*(s to Keep #our Business Pro7it*2le

!o)*tion $f you don(t have an e*cellent one! sell and 2&T GH&M Ho other decision will affect your business as strongly. Gnce you know how to run your business! you must seek to ma*imiBe the potential volume of your location. Pro'u)t Du*lit( E &onsisten)( The same e*cellent drink every time by any staff member that works the bar. ?Jou never get a second chance to make a first impression@. &usto3er Servi)e This is a relationship oriented business. Many believe that customer service is the second most important success factor. The essence of customer service is meeting needs and e*pectations. E=)ellent &o77ee E E5uip3ent Jes! this is different than product +ualityM Many espresso bars make a ?perfect@ drink! but the taste is bad because of an inferior blend and or roast of coffee. %uy high +uality! /0&SC beans. Make sure that the espresso machine you buy has fast recovery time and will product a +uality product time after time and that the grinder has sharp burrs for better grinding. A32i*n)e F'evelop * )on)eptG 7o something to your barFcartFdrive thru to make it special. 'ustomers en"oy a +uality! original! clean and comfortable environment that makes them feel welcome. Fin*n)i*l ,*n*0e3ent $t(s not enough to get your sales up to L1!888 per day. Jou have to learn hot to keep the profits through careful financial management.

BN*3e A+*reness E Reput*tion Word of mouth is your best advertisement. Hothing else even comes closeM Neep your current customers coming back! and get out of your shopFcartFdrive thru and go meet people and invite them to come visit you. E3plo(ee Tr*inin0 E ,entorin0 Model your values. Teach your employees about coffee! customer service! sales! personal grooming! financial responsibility and respect for self and others. &o77ee Kno+le'0e 'up coffee as often as possibleI cup with your roaster! cup with your employees! and cup with your customersM Jour enthusiasm for the product will translate into a greater respect for the product! a great knowledge of coffee and S#>&S.

Wor. H*r' E S3*rt Hever stop sellingM 7on(t go into ?cruise@ mode! don(t rela*. Jou never have it made and never have enough. Hever "ust be satisfied with your sales. Try to grow the business every single day. #t the end of the day! ask yourself! ?what have $ done today to increase the value of my businessK@ 8>1;;; l*tte &very loyal customer is worth L1!888 a year. 7on(t give your L1!888 customer a reason for trying someone else because you didn(t meet there needs or e*pectations. Cave you ever seen a car pull out of line because the line was too longK Jou "ust lost L1!888 a year. St*( &*l3 *n' H*ve Fun Make sure you love your work and have passion for the businessM $f your not having fun working hard in this businessQfor your own sake get outM

Five Ke(s To Su))ess >4 A4 94 @4 :4 !o)*tion1 lo)*tion1 lo)*tion Du*lit( &onsisten)( &usto3er Servi)e Br*n'in0 - I'entit(

I7 (ou *re 3issin0 *n( o7 these )o3ponents1 )h*n)es *re th*t (our 2usiness +ill 7*il +ithin one (e*r4
I7 (ou *re not servin0 9;; )ups o7 espresso per '*(1 (our )h*n)es o7 su))ess *re 3ini3i/e' 0re*tl(4

I7 (ou *re not +or.in0 it (oursel7 or * Bh*n's on 3*n*0er *n' servin0 less th*n 9;; )ups o7 espresso per '*( (our )h*n)es o7 7*ilure in)re*se ten 7ol'4 $f your business meets all the criteria you stand a good chance of making a great deal of money.

Wh*t%s it 0oin0 to &ost? Buil'in0 8>;;4;; per s5u*re 7oot to 2uil'4

A?; S5u*re 7oot 2uil'in0 >?; S5u*re 7oot 2uil'in0 >A; S5u*re 7oot 2uil'in0 <; S5u*re 7oot 2uil'in0 8A?1;;; 8>?1;;; 8>A1;;; 8 <1;;;

Per3its

8:;;4;;

EDUIP,ENT
Espresso 3*)hines A 0roups 9 0roups "rin'ers Blen'ers "r*nit* > B*rrel A B*rrel PBS F$it* ,i=G &o77ee Bre+ers Air Pots &ost *n(+here 7ro3 891:;; - 8<1:;; 8?1H;; - 8>>1<;; 8 I;; - 8>1;;; 8 :;; - 8 :;; 8>1<;; - 8A1:;; 8A1;;; - 891;;; 8A1:;; - 8A1:;; 8 A:; - 8 9:; 8 <; - 8 :; 8>:199; 8><1H;;

$t(s going to take L38!888 to L48!888 to open a 7rive Thru espresso stand.

E5uip3ent *n' St*rtup Supplies ,*Jor E5uip3ent

'omputeriBed 'ash 0egister with additional Tape and 0ibbon

St*rtup Supplies
Displ*( &ont*iner Foption*lG 7isplay case:s; for -astries 'ondiment 7isplay 'ase %asket for Sugars Hapkin 7ispenser Straw 7ispenser Menu Stands S3*ll W*res 0ubber /loor Mat :5ft.; Nnock %o* $ce 'hest 6 Steam -itchers :O&O; 1 Thermometers for Steam -itchers Mi*ing Spoons :1; /oam SpoonFNnife! Spatulas :1; $ce Scoop 'an GpenerF%ottle Gpener 1. Shot 2lasses :1 oB; 16 Syrup Spouts Sanigel >ubricant 'up 'ard Colder Tip )ar A'vertisin0 *n' Oper*tion*l Supplies Foption*lG Suitable %usiness Sing for the 'art Menus ?Special@ %oard 'lub 'ards :%uy 18! get 1 /ree; -repay 'lub 'ads and ?2et Gne /ree@ 'ards 2ift 'ertificates ,is)ell*neous Supplies Uniforms or #prons

P*per Pro'u)ts 8 oB. Cot 'ups 1. oB Cot 'ups 16 oB Cot 'ups .8 oB Cot 'ups 8 oB Cot 'up >ids 1.F16 oB Cot 'up >ids 13 oB -lastic 'old 'ups 16 oB -lastic 'old 'ups .8 oB -lastic 'old 'ups .3 oB -lastic 'old 'ups 1.F.8 oB 'old 'up /lat >ids 16F.3 oB 'old 'up /lat >ids 1.F.8 oB 'old 'up 7ome >ids 16F.3 oB 'old 'up 7ome >ids Hapkins /at 0ed Straws :8 in; Skinny -astel Straws :8 in; Stir Sticks 7rink 'arry Trays &onsu3*2les :estimated 3 week supply of coffee; 0egular 'offee 7ecaffeinated 'offee Milk :.E Honfat! Whole; Whipping 'ream! Calf D Calf &on'i3ent Sugar -ackets %ag of Sugar :for granita; Sweet H >ow &+ual Other 'lub Soda S(rups Cershey(s 'hocolate Syrup White 'hocolate Sauce /lavored Syrups

. . . 1 :688 per case; . . 1 . . 1 :688 per case; . . 1 1 1 case . bo*es . bo*es . bo*es . packages

188 lbs. 18 lbs. 4 P 14 gallonsFday 1 +t each per day 1 %o* .4 lbs. 1 %o* 1 %o* . cases 18 "ugs wFpump 1 R18 'an . 3 cases

Foo' Ite3 I'e*s FOption*lG %iscottiI 7illatante :'hocolate covered espresso beans;I MuffinsI %rowniesI 'innamon 0ollsI %agelsI SconesI 'ookiesI 'offee 'ake

Preli3in*r( Site &he).list

>4 A4 Site A''ress KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK &it( KKKKKKKKKKKKKKKKKKKKKKKKKKKKKSt*te KKKKKKLip KKKKKKKKKKKKKKKKKKKKKKKKK !*n'lor'6Propert( O+ner KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK ,uni)ip*l6"overnin0 Authorit( KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK "overnin0 Buil'in0 Authorit( KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK Hame, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS #ddress, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS 'ontact, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSS-hone, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS & mail, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSS/a*, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSS "overnin0 He*lth Dep*rt3ent KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK Hame, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS #ddress, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS 'ontact, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSS -hone, SSSSSSSSSSSSSSSSSSSSSSSSSSSSS & mail, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS /a*, SSSSSSSSSSSSSSSSSSSSSSSSSSSSS "overnin0 Lonin0 Dep*rt3ent KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK Hame, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS #ddress, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS 'ontact, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS -hone, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSS & mail, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS /a*, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSS Dep*rt3ent o7 Tr*nsport*tion KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK Hame, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS #ddress, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS 'ontact, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS -hone, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSS & mail, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS /a*, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS Nu32er o7 )*rs per '*( KKKKKKKKKKKKK A4,4 Hours KKKKKKKKKKKKKKKKKKKKKKKKKKKK Tr*77i) 7lo+ A4,4 Hours KKKKKKKKKKKKK P4,4 Hours KKKKKKKKKKKKKKKKKKKKKKKKKKKK Ho+ 3*n( entries 'oes the site h*ve? KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK

94

@4

:4

?4

I4

Preli3in*r( Site &he).list1 p*0e A

<4 H4 >;4 >>4 &urrent Lonin0 &l*ssi7i)*tion o7 Site KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK Lonin0 &l*ssi7i)*tion 7or Drive Thru Use KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK Is site *pprove' 7or Drive Thru use +ithout se*tin0? SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS Are /onin0 v*ri*n)es re5uire' 7or propose' use o7 site? KKKKKKKKKKKKKKKKKKKKKKKKKKKK I7 (es1 +h*t is the s)he'ule *n' pro)e'ure? KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK Are there si0n*0e or 2uil'in0 3*teri*l li3it*tions? KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK I7 (es1 list li3it*tions KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK

>A4

DO&U,ENTS OF REDUIRE,ENTS AND !I,ITATIONS

>94 >@4 >:4 Is * 2uil'in0 per3it re5uire'? KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK Is * site i3prove3ent per3it re5uire'? KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK Is * site i3prove3ent per3it re5uite'? KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK Is revie+ o7 2uil'in0 or site 2( *n *r)hite)tur*l revie+ 2o*r' or pl*nnin0 )o33ission nee'e'? KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK I7 (es1 +h*t is the s)he'ule *n' pro)e'ure? KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK Wh*t *re si0n*0e restri)tions 2( l*n'lor' *n' lo)*l 0overn3ent? KKKKKKKKKKKKKKKKKKKK KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK

>?4

OBTAIN &OPIES OF WRITTEN SINA"E REDUIRE,ENTS AND6OR RESTRI&TIONS

>I4 A4 -roperty site plan indicating, lot siBe! location on site! grades! ad"acent site and roadway grade! below grade utility locations! location of access drives! location of traffic signals! parking locations and layout! ad"acent building and uses! vacant land parcels and structures! location of site signage! location and specification of site lighting! landscaping. B4 -hotos of site and surrounding area. Oiews to include, photos from building location looking out 168 degree view! photo looking at site all directions! view to site from entry drives! mail thoroughfares on and off site. ><4 Site Utilities #. &lectrical service available, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS Underground, SSSSSSSSSSSSSSSSSS Gverhead, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS %. Water service available, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS '. Sanitary Sewer available, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS 7. Storm Sewer available, SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS

(ocation) (ocation) (ocation)

Help %our customer*s+ locate the ri#ht place to start their $usiness. This checklist is a #ood $e#innin# for espresso $usiness plannin#. ,o2ile Espresso B*r 6 Drive-Thru Site Ev*lu*tion &he).list
>4 ,!aluate 'ite Characteristics
SSS Traffic 'ount, "et the 3ost re)ent in7or3*tion 7or 7ront*0e ro*'s4 This is *v*il*2le *t 3ost 3uni)ip*lit( o77i)es or the Dept4 o7 Tr*nsport*tion4 KKK In0ress6E0ress $dentify access to site for primary traffic orientation. Hote curb cuts! traffic flow on frontage road and on site. KKK Orient*tion $dentify traffic patterns of target demographic :typically #M commuter traffic; and determine if site conveniently intercepts target traffic. KKK $isi2ilit( 7etermine primary traffic orientation and look for possible obstructions from that vantage point :buildings! trees! burms! etc.;. KKK Duein06St*).in0 !*nes %e certain there is ample room for stacking of drive thruFwalk up traffic and convenient egress. KKK &o3petition $dentify other espressoFfood service activities near site. KKK Site Di*0r*3 -repare diagram identifying above concerns.

A4 Check ith -onin# .epartment

KKK !*n' Use 'heck with municipality that property can be used for this type of business. SSS Sho+ Desi0n %ring site diagram showing traffic flow! photographs andFor artist rendering if necessary to emphasiBe that your business will not create a liability! but will complement development. SSS Pro3ote Du*lit( -resent your pro"ect as a drive thru kiosk avoid terms such as ?trailer@ or ?cart@. $f mobility needs to be referenced! refer to the unit as a ?mobile structure@ or ?modular kiosk that is transportable@. KKK Ti3e !ine #sk when the approval can be e*pected.

94 Check ith Health .epartment

KKK Re5uire3ents 6 Appli)*tion $nform health dept. of your intentions! obtain list of re+uirements :commissary! pro*imity to restrooms! removal of gray water! etc.; and application. SSS Su23it Appli)*tion /urnish health inspector with design! diagrams and photos F renderings of intended unit. KKK Ti3e !ine #sk when the approval can be e*pected.

@ 4 Pro/ect 0inancial Impact

KKK St*rtup &ost An*l(sis 7etermine capital needs based on cost of intended unit! site improvements! e+uipment and components for core inventory :coffee! granita! beveragePrelated supplies! assorted bakery and miscellaneous sales items;. KKK Fin*n)in0 Options 7etermine options available for short andFor long term financing. KKK Pro-7or3* An*l(sis /rom research done :from similar businesses and competitors;!

generate a realistic average sales per customer that will be reliable input in sales profit forecasts. 7etermine if traffic available will support your investment. KKK ,*r.etin0 Pl*n 7evelop plan for first 18! 68 and 98 days of operation. KKK Se)ure Fin*n)in0 Submit all necessary business plans and applications.

The team at 1ur#ess ,nterprises is read% to help %ou ith an% of %our espresso $usiness needs. &e2re partners in %our success) 0or more information" call us toda% at 344-567-8639 or !isit our e$site at .1ur#ess,nterprises.net

He*lth E Pl*nnin0 Dep*rt3ent

Re5uire3ents
Since they will very with different "urisdictions! the specific re+uirements need to be determined by gaining these from the proper authorities. This will be the customers responsibility because they will have to submit an application to gain a permit for business! but gaining knowledge of general re+uirements will prove beneficial. 1. Usually a commissary or direct access to one :with a signed agreement from the commissary owner; is re+uired. Hormally a commissary consists of, i. /resh water supply ii. # three compartment sink :for cleaning and sanitiBing e+uipment; iii. # mop sink :for draining of waste water; iv. 7ry storage v. %athroom facilities vi. Storage room for cart Hormally onsite re+uirements include, vii. /resh water supply or tanks viii. Cand sink with hot and cold water i*. 0efrigeration *. Waste water tank

.. Usually a schematic diagram of the cart and machine is re+uired displaying the electrical and plumbing systems. :see sample diagram;

Espresso !i5ui' Pro7it Potenti*l

The potential for excellent profits in espresso is great. However, it is easier said than done. Gone are the days when you can profit because espresso was the new thin in town. Competition is fierce, with espresso operations coming and going on a regular basis.
The ey to success in establishing a growing espresso business is serving !uality drin s that will delight your customers and provide excellent customer service. "t#s very important to reali$e that in order to gain significant profits a significant investment must be made. %uccessful owners have made a commitment to !uality. &uality coffee, !uality e!uipment and !uality service are the eys. 'ithout !uestion the higher the !uality, the greater the upfront investment. (ou can buy cheap and save a buc today, but with that mentality you won#t reach your full profit potential. (ou might not reach your )st. anniversary. 'e at *urgess are committed to your success+ This is why we distribute the highest !uality new and used e!uipment. 'e stand ready to serve you with expertise gained from over ), years in the espresso business. -ur goal is to minimi$e your headaches and maximi$e your profits+ #verage price of drink #verage cost of coffee :including milk! flavorings and cup; #verage profit per drink Drin.s Per D*( 1 4 18 .8 48 188 148 .88 188 388 L ..68 L11.88 L.6.88 L4..88 L118.88 L.68.88 L198.88 L4.8.88 L588.88 L1!38.88 Pro7it Per D*( L18 L91 L18. L163 L918 L18.8 L.!518 L1!638 L4!368 L5!.88 L1.88 L8.38 L..68 Pro7it Per Wee. L 58 L198 L588 L1!468 L1!988 L5!888 L9!588 L14!688 L.1!388 L11!.88 Pro7it Per ,onth L 916 L3!688 L9.168 L18!5.8 L36!888 L91!688 L138!388 L185!.88 L.88!888 L153!388 Pro7it Per #e*r L 3!688 L.1!388 L36!888 L91!688 L..9!888 L368!888 L58.!888 L968!888 L1!383!888 L1!85.!888 Pro7it Per : #e*rs

488

L1!188.88

L9!188

L19!888

L368!888

L.!138

Return on Invest3ent Wor. Sheet

B*si) Invest3ent 1. 'arts with options .. &spresso Machines 1. 2rinders 3. 2ranita Machines or %lenders 4. Water Softener 6. -astry 'ase or 7isplay 5. 'offee %rewers 8. #ir -ots 9. Gpening Supplies 18. -ermits :building! health department; 11. %uilding :cost! plumbing! electrical! installation; Initi*l Invest3ent D*il( S*les 1. .. 1. 3. 4. 6. LSSSSSSSSSSSSSS LSSSSSSSSSSSSSS LSSSSSSSSSSSSSS LSSSSSSSSSSSSSS LSSSSSSSSSSSSSS LSSSSSSSSSSSSSS LSSSSSSSSSSSSSS LSSSSSSSSSSSSSS LSSSSSSSSSSSSSS LSSSSSSSSSSSSSS LSSSSSSSSSSSSSS 8KKKKKKKKKKKKKK

'ups per day SSSSSS T #verage selling price L1.88 U LSSSSSSSSSSSS -astries per day SSSS T #verage selling price L1.48 U LSSSSSSSSSSSS %lended %everages SSS T #vg. selling price L1.88 U LSSSSSSSSSSSS 'ups of coffee per day SSSST #vg. price L..88 U LSSSSSSSSSSSS TOTA! 8KKKKKKKKKKKK 7aily Sales L SSSSSSS7ivided daily customer count SSSSS U -er 'apita Spending per customer per day LSSSSSSSS. 7aily TOTA! T 18 days U LSSSSSSSSS monthly sales.

Return on Invest3ent Pro'u)ts Per)ent*0e M &ost N 9; '*(s 'ost of 2oods 8.13 LSSSSSS LSSSSS 0ent V 8.833 LSSSSSS LSSSSS Misc. Gperational &*pense 8.81 LSSSSSS LSSSSS Wages :based on L8.88 ph; 8...8 LSSSSSS LSSSSS -ayroll Ta*es 8.18 LSSSSSS LSSSSS #dvertising 8.8. LSSSSSS LSSSSS %usiness Ta*es 8.83 LSSSSSS LSSSSS >oan -ayment VV 8.8.3 LSSSSSS LSSSSS $nsurance 8.8. LSSSSSS LSSSSS Jour Take ComeVVV 8.1416 LSSSSSS LSSSSS ,onthl( e=penses 8KKKKK V Under 188 cups a day rent will be appro*imately .85E above 188 cups per day appro*imately .833E based upon L1!888 per month. VV >oan -ayment based upon 68 month lease with . payments down and L54.88 document fee. VVV Jou can reduce the Take Come by SSSSE and put that into a reserve account.