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"Coffee/Espresso Business Success Program"
Book & DVD
Strategies to Make your Retail Coffee Business a Success!"So You Want to be in Business for Yourself and Open a Coffee Shop or Drive-Thru that Makes Money?"
Then why don't you quit dreaming and take the First Step?
Here are some of the contents of my "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, with my suggestions of where to get what
- 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
Did you know that many coffee businesses waste needlessly tens of thousands of dollars on superfluous designs, equipment and products that do nothing to contribute to customers satisfaction, speed of service or increased sales?
Did you know that many independent coffee concepts in this country barely survive because they got into this business without a clue?
On the other hand, if you take the FIRST STEP in the RIGHT direction and don't make too many mistakes, while you may not get rich opening a coffee shop or a drive-thru, you may make a very good living at it, or at least supplement your family income by an additional $2000-$5000 per month. Wouldn't that pay for your mortgage and a new SUV?
By the time you are ready to open your doors for business you will have invested from $6000-$250,000 and weeks or months of your time. You may also become emotionally exhausted from dealing with landlords, contractors, regulators and confused by vendors of products and equipment.
Considering how much time, money and emotional investment you have 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 maximize your sales and start putting money in your pocket?
My name is Alex Fisenko, and I have been learning how to maximize the potential of the Espresso/Coffee Business for the last thirty five years. During that time I have opened and operated sixteen of my 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.I 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 I have made, so you can start your business on the right track from day one, with the least of pain and the most of gain!
Now, do you want to reinvent the wheel, or follow in the steps of my successful clients?
"OK, but does this Program work? Here is what some of my 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 Warren
First Corner Coffee
Sumter, SC
****
Alex, just wanted to let you know that Canton Coffee Co. is finally in business and doing double of what we had expected at the start! I followed most of your advise and suggestions from your booklet and must say that it has been the key ingredient in our start-up and hopefully continuous success. Without it, we probably would have made some costly mistakes and started slower. Thank you, and I hope you come to see us some day!"Dwight Waggener
Canton Coffee Co. Canton, GA.*********
Unfortunately, many people jump into this business without fully understanding the risks involved or how to maximize the potential of the location!
Here is an example of an e-mail letter that I got from a woman in Illinois: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...........
Chicago, IL
****Which of the above will be you? How much would you pay to prevent the above mistakes? $10,000? $1000? How much?
If you know what you are doing, the coffee/espresso by the cup BUSINESS is a great way to make a living and fulfill your dream of being in business for yourself. Hundreds of my clients, like Brian and Dwight, are doing that all over the country.
So can you, starting right now!But first you must understand what this BUSINESS is all about, and what steps you must take in order to plan and implement successfully the "Retail Coffee by the Cup Business".
While business savvy companies and individuals, when venturing into a new line of business may admit their limitations and engage a consultant to advise them on matters beyond their primary areas of expertise, individuals with limited financial resources and no business experience often fail to recognize that need. Unfortunately, the people that need help the most can afford to risk their money the least! If a wealthy individual or company loses money in a new business, they may shrug it off. On the other hand, an individual with very few resources cannot afford to lose all they have because of bad advice, poor planning or execution.
Don't you think that you need expert help to protect your investment and make it grow?
Here are some of the steps and actions that you will have to take in order to plan and implement a Successful Coffee Business.
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 me where to get the financing. Though I cannot get you the money, this business plan has helped many of my 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 my book with your business plan, and tell the lender that I will be on your team to help you from the start, your chances may be greatly improved.
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 me regarding your location. I 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 my 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 78%! 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.
Don't you think that if just ONE of the above will prevent you from making major mistakes costing you thousands of dollars the Program is worth ten time more than what you paid for it?
Can you think of a more worthwhile investment for starting your business?
***********
Who is Afraid of the Big Bad Wolf?"A quick note, Alex. Four years in, Global Village Organic Coffee is still going strong. We won "Best Espresso Drinks in the Triangle" (Raleigh, Durham and Chapel Hill) from the independent food critics. And, news of news, the Starbucks store located across the street has decided to shut down this coming Friday. Superior product and superior training does win out in the end. Thanks for all you've done for my business."
Mike Ritchey
Global Village Organic Coffee
Raleigh, NC
*****
"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 Fritzen
The Coffee Hound
Bloomington, IL
***Note: The pictures on this site are some of my clients' shops and drive-thrus
Java Cafe, TN Moka's Coffee,
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JP Coffee, MO Java Jo'z, MSDid 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?Dear Alex:
There are no words to express our deep gratitude for your services. You made a tremendous difference in our lives! Here is a letter for anyone that needs your services:
"I will highly recommend Alex Fisenko to anyone seeking advice on the espresso business. I called him - knowing absolutely nothing about the business, beverage preparation, equipment, etc..... and within four months we opened a coffee house in a small mid-western college town which was successful from the first day.
Alex has such a grasp of successful marketing strategies, as well as knowledge regarding the equipment and supplies needed to open a business. He was available anytime I needed advice and I sensed a real concern for his client's welfare."
Pastor and Dottie Branson
The Gathering Coffee House
Provided on request
*****Dear Alex:My name is Sarita Banning. I just wanted to let you know that I have opened a coffee shop in Wilmington, 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.The Perky Bean Coffee
Wilmington, DE******
Contents of the "Espresso Business Success Program" :
1. A Business Plan- that may help you to secure financing or to convince the landlord to lease you a desirable location. Many of my former clients told me that it helped them tremendously in both cases.
2. What you need before you even start - will save you months in "research time".
3. How to find a proper location for your type of operation. What to look for and what to expect to pay. The choice of a proper location is the single most important factor for the success of a coffee business. We will point you in the right directions and give examples on how many of my clients found their locations.
4. Different espresso coffee concepts: Student Coffee House, Business District Coffee Shop, Coffee Kiosk or Coffee Cart inside a building, Mall location, Drive-Thru. Opportunities and challenges of each.
5. Shop and Drive-Thru Design Layout for maximum efficiency and speed of operation. TYPICAL LAYOUT INCLUDED for the working space of a Coffee Shop and a Drive-Thru, showing the configuration and position of the counters, where each piece of equipment should go, the electrical and plumbing needs and the layout of the dish washing/storage area to conform to the local health codes. The right design will speed up your service, make your employees much more productive, and contribute greatly to customers satisfaction and rate of return.
6. Dealing with contractors health permits, etc., saving money and time!
7. Typical remodeling costs - what you will expect to pay. Don't get ripped off by contractors that charge too much!
8. Typical Shop Equipment Package - a complete list of everything you will need, including costs. Save thousands in knowing what to buy and where!
9. Complete list of ALL the supplies that you will need and where to get them.
10. Espresso Machines and Grinders - without mentioning any specific brands, discussing what will be best for you. Just this may save you $2000-$8000. We will also tell you our preference for a machine and why.
11. Menu and Pricing - The menu can be your most effective and powerful marketing tool, but it is misunderstood by most operators. Our proven menu makes it easy for your customers to order, and it is one of the main factors why my client's shops manage to sell over 80% of espresso based drinks from their total sales, as compared to an average of only 31% for independent coffee shops.
12. Employee Hiring - how and where to get your employees for best service and loyalty.
13. Pre-opening and Training - set up your store properly and train your employees, so your customers won't feel like training tools!
14. Day to Day Operations - a typical schedule of tasks.
15. Master Barista Techniques- supplemented by a video tape "Espresso 101," talking about the espresso business, machines, grinders, showing barista techniques and machine maintenance.
About one hour of phone or email consultation with me, Alex Fisenko is included in the price of this Program! This may be the most valuable part of the whole package. It will cover SPECIFIC advice to YOUR challenge or opportunity that will save you time, money and aggravations, like the choice of a location, whether a certain coffee business for sale is a good investment, certain design or product line, or any other subject not covered by the book.
How much would you pay for all of the above?
People pay me from $5000-$8000 for my "Turn-Key Consulting Program", and $1750
for my sold out three day "Coffee Business Boot Camp", but you can have this Program for only $239.50 for the book and over the phone/email consultation, and $339.50 for the complete program which includes the book, the "Espresso 101" video tape or DVD and personal phone/e-mail consulting.
This Program will cost you probably the same as you will pay for a for a table and a couple of chairs for your shop. Don't you think that this is MUCH more important?
Considering that by the time you finish your project you will be investing anywhere from $6000 just for the espresso equipment and from $50,000 to $250,000 for a shop or a drive-thru, this $239.50 or $339.50 is just a tiny fraction of your total investment, but may be the MOST IMPORTANT part, for it may save you THOUSANDS of dollars in preventing mistakes, and it will show you how to sell more espresso based drinks for bigger profitsDo you need a Business Plan right now? I can email it to you the moment I receive your credit card order, so you can read it while you are waiting a couple of days for the Program. You may also call me with any questions or concerns that you may have. Just pick up the phone or order online. If I am in the office, I will be happy to talk with you. Alex Fisenko - toll free order line
866-590-9423 between 9 AM-7 PM Pacific time.But let's assume that after purchasing this Program you have changed your mind about this business because of what you have learned from the book and talking to me. Have you wasted your money? Now tell me: What is better, paying for this program a couple of hundred bucks, or losing all your money (from $6000 - $250,000) because you took the wrong location, bought the wrong equipment, did not know how to market your concept, had the wrong layout, bought a shop that was a money pit etc. etc! Yes, you are risking paying for this Program, but compare it to the risk that you are taking going into this business without a clue or with bad advice.
Contents of the "Espresso 101" video tape:
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
About the "Espresso 101 Tape" from "Bellisimo Co."
"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.Please scroll down for more endorsements, or go here to ORDER
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. Here are the results:"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 Memphis. Thanks again."
Thomas ....
Uptown Coffee**********
"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 Thompson
Mocha Express
Greenwood, SC**********
If you get this Program you get $100 off the cost of attending our "Three Day Coffee Business School"!
One Day Barista Boot Camp: Learn how to Market and Make Espresso Based Drinks!
Here is an another example:
The other day I 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 me 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 I 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 an additional $17,000 or more in his pocket!
How much would you pay to prevent similar mistakes?
*****"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 Ray, owner
Espresso Yourself!
Santa Rosa Beach, Fl
******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. Green, Crystal River, Fl.
*****Ordering Information:
Here is what you get for $239.50 ( Priority Mail included)
My "Espresso Business Success Program" book.
Up to thirty minutes of personal consultation over the phone or e-mail
Here is what you get for $339.50 ( Priority Mail included)
My "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.
Four ways to order my program:
1. Credit card - you may order at any time over the Internet
2. Phone toll free order line 866-590-9423 between 9AM-8PM 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 $24.50 for Global Express Mail (three to four days) or applicable amount by FedEx for a one Kg. package from US Zip code 97008.
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Order Form:$239.50 for book only and some phone consultation. Priority Mail Included.
$339.50 for the complete program that includes the book, the 101 Espresso Video tape and up to one hour of personal over the phone consultation with me. Priority Mail Included. Please add $24.50 outside of USA for Express Mail
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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 $29.50 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
Sales Management UK - Sales Management UK and other related sales links
