The American Barista and Coffee School to Help Coffee Retailers Combat Current Financial Crisis

January 10-11 [Portland]
February 28-March 1 [Seattle]
March 28-29 [San Francisco]

How specialty coffee retailers can survive and thrive in today's economic uncertainty is the focus of a two-day travelling seminar offered by the American Barista & Coffee School (ABC's). The Ultimate Coffee Profitability Seminar will be led by Chris Legler, Starbucks veteran and former CFO of Barnie's Coffee and Tea Company. The first seminar is scheduled for January 10-11 in Portland, Oregon.

"In today's harsh economic conditions, coffee retailers need to take a proactive and educated approach to business," said ABC's founder Bruce Milletto. "Even though a retailer may be selling a quality product, he or she will need to do more than that to ensure increased sales and overall business success. We developed the Ultimate Coffee Profitability Seminar to give them the tools they need to increase sales through effective marketing and the skills to manage the financial side of their businesses in today's unforgiving economic climate."

The Ultimate Coffee Profitability Seminar will give you the tools you need to increase sales through effective marketing and the skills to manage the financial side of your business in today's unforgiving economic climate. This seminar is the exact medicine most coffee retailers need to survive, prosper and grow in these tough economic times.

The Ultimate Coffee Profitability Seminar will cover the following subjects in-depth:

• Revenue Management: How to use sales analysis to grow your business
• Marketing Analysis and Implementation: Understanding promotions, brand development, cross marketing and the importance of ambiance and menu
• Beverage Costing: How to measure beverage costs and how to use the information
• Loss Prevention through cash and inventory control
• Labor Management: Understand how many hours are needed, how to pay for and account for managers and how to develop incentive plans for growth
• Expense Management: Understand which expenses are necessaryDay
• Inventory Management: How to optimize inventory, true costs of inventory and managing payment terms
• Large investments, including how to evaluate equipment purchases and understanding when it is time to grow
•Proforma Development: How to evaluate a new site financially through sales development, cost management and an understanding of occupancy costs
• Financing Options: Understand which options are best for your situation
• Development of a Budget and prioritization of financial needs

Future Ultimate Coffee Profitability Seminars are scheduled for February 28 - March 1 in Seattle and March 28-29 in San Francisco. All seminars will be held at university lecture halls or conference facilities in major U.S. cities, with approximately 225 seats available for each seminar. Class includes a Financial Workbook to help attendees assess the financial health of their businesses with the ultimate goal of increasing profits. In addition, continental breakfast is provided each day.

The cost of the seminar is $495, but to help their customers, more than 150 roasters and allied companies throughout the U.S. are offering $200 subsidies, for a total cost to retailers of only $295. For on-line registration and further information on how to obtain a subsidy, visit coffeeschool.org or call 800.655.3955.

Instructor: Chris Legler

Chris Legler, whose vast experience and knowledge of finance, specifically tailored to the coffee industry, brings an unrivaled expertise to the Ultimate Coffee Profitability Seminar.

Chris has been a Financial Strategist for more than 18 years with experiences in the coffee, retail, entertainment and manufacturing industries. As owner and roaster of a coffee roasting/wholesale company in Northern California, Chris gained an understanding of the needs and challenges that face small businesses. Chris’s hands on approach and deep understanding of the coffee business provide excellent insight in financial planning for coffee retailers, wholesalers and roasters.

Chris’ background in providing assistance in developing tools such as sales analysis, beverage costing models, labor modeling, and project analysis is extensive. He has helped a variety of companies in understanding their strategic mission and creating an actionable, tactical plan to achieve these goals. Identifying and locating business growth opportunities, creating cost saving measures and prioritization of action steps is one of Chris’ great strengths.

Chris has held executive positions in finance and administration, marketing, retail operations and strategic planning. He was Vice President and Chief Financial Officer for Barnie’s Coffee and Tea Company and has held positions of increasing responsibility with Starbucks Coffee Company, Sony, British Petroleum, Blockbuster Entertainment, Eddie Bauer and Hasbro.

While at Starbucks, Chris participated in the early high growth of the company as they grew from less than 50 stores to over 2,000 during his tenure. He was instrumental at developing the initial beverage costing models including gaining a deep understanding of cost components, condiment usage and regional variances in beverage production. He also worked heavily with Real Estate, Retail Operations and Marketing. Projects included development of proforma models that projected new store economics prior to lease negotiations, implementation of cash control and loss prevention measures and installation of labor scheduling models and systems.

Chris earned his MBA in Operations Management and International Business from Seattle University and his Bachelors of Business Administration in Finance from Pacific Lutheran University.