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THE NEW AMERICAN MANAGER-GETTING THE HELP YOU NEED TO BE SUCCESSFUL
Consider these simple ideas about marketing.

The essence of a good marketing approach is the true backbone of a well thought out marketing plan. Do you understand marketing? Ask yourself-"Why is the service that I provide different from my competitors?" If you didn't have a firm and instant response then you need to regroove your vision of business. These books might change your views on how you "sell" (Sex sells-food sells!):

The Evolution of Desire by David Buss
The Anatomy of Love by Helen Fisher
Selling the Invisible by Harry Beckwith
Why We Buy by Paco Underhill.

You can also just click on the highlighted title in the sentence above. It could change the way you think! Try These Books for other Insights:

POSITIONING-THE BATTLE FOR YOUR MIND-Ries/Trout
THE END OF MARKETING AS WE KNOW IT- Sergio Zyman
WHY SMART PEOPLE MAKE BIG MONEY MISTAKES- Gary Belsky and Thomas Gilovich
THE LEADERSHIP ENGINE-Noel Tichy
ENTERPRISE ONE TO ONE-Peppers/Rogers









THE MOST IMPORTANT THINGS TO REMEMBER WHEN OPENING UP YOUR NEW COFFEE SHOP

There are many things to consider but these points are the most important for your success.
Initially your payroll costs can eat you alive. There will be a surge as you first open.You must adjust schedules immediately and hours as well. Focus on productivity and sales volume. Track your new shops sales by the hour.
Use every tool at you disposal to get a viable customer mailing and emailing list. Track the products that sell and ask what they would like to buy. Use all the same gimicks your competition uses- 10 punch cards,door hangers,free samples,contests,etc. to generate excitement and repeat sales.
Evaluate your staffing do you have the right people hired? Are they friendly and honest? Test them with a mystery shopper when you are not there. Is the store clean and is any initiative being taken with respect to that issue-allocate hours to people with energy and pride.
Getting a retail food operation built, staffed and open is a daunting and exhausting task. The most important thing that a new manager can learn is that you have paid dearly for every customer who has visited your shop and might return. The task of every employee is to get these first time satisfied customers to come back with recency and frequency. the importance of cleanliness, smiles, promptness and affability cannot be underestimated. No customer can be taken for granted.
About 45 days after a new location-ANY KIND OF LOCATION-opens up the foot traffic will be cut about in half. There is no way to avoid this but if you have an event planned you can bring new customers into your store who have not been there before. Promoting an event every 60 days-a charity auction week, free samples, coffee for a nickel, etc. actually works out be CHEAPER than paying for advertising.
Usually after a location has been open for a year to 18 months a competitor will open up within a quarter of a mile. frequently they will try to "buy" your best employees. If you donít understand the concept of "golden handcuffs" and an incentive plan trying to put one in place makes you look cheap and threatened. Basing extra money on increased year to date head counts, average ticket increases, inventory management and loss prevention all make the cash outlay neutral.
In almost every case the difference between failing and succeeding lies in having a sound,well thought out business plan- AND THEN REFERRING TO IT MONTHLY. When you follow your plan and update it as you go you have begun to make headway. The real language of success is a three pronged approach consistent around the globe. One, KNOW your business and why your customers come to it. Two, ENSURE everyone in contact with those customers provide the very best customer service at every contact point, EVERY TIME. Three, MONITOR the statistics that indicate a TRUE growth pattern of successful business and understand them. Never forget that the backbone core of that growth will always be financial profitabilty and that number is tracked weekly and plotted monthly. A fundamental premis is that the people who produce the numbers need to help calculate their share daily.
For anyone serious about being in the coffee industry a professional trade affiliation is highly recommended. The Specialty Coffee Association has been a gathering and focus source for years. For more info on them click on this link.Contact Them!A Great Organization

Ask them for a copy of their Survey on Ethics done by Marty Milner in 1996 it will help you and your employees understand many of the issues facing the industry then-and NOW.











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