5) Menu problems. Catering, wine, extra foodstuffs to salvage/increase sales poor idea. You have now lost your identity.
My favorite part:
"While the space was being demolished, I continued to focus on
the many other aspects of starting a business:
l Budget and revenue forecasting"
I wonder if this was before or after he ordered 372 cases of cups?
The corporate shades and the laminate tables suggest a cafeteria at worst and a Panera at best.
It must be painfully difficult to operate a business when you have as much contempt for your market as this guy does. His resume discloses that he is a graduate of one of the most elite prep schools in the U.S. (Deerfield Academy), which may have contributed to his inability to relate to the "teenage riffraff" that hung around his shop during the day. Other owners know how to convert teenagers into customers. Coffee Bean & Tea Leaf is especially successful at this around L.A.
My office is in a community (Pasadena, CA) that is practically a mirror image of Stamford, yet it manages to support a large number of coffee shops, despite being half of Stamford's size. He should have hired a coffee shop consultant (and lawyer, 'natch) from the get-go, which would have helped him (and his architect) avoid many of the problems he encountered. Bellissimo should link to this story on their Home page. :-)
Nevertheless, JavaJ, thanks for comments, publicity... and the reminder that it's time to take my website down! ~Tango