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If you are:
Planning a coffee business
Considering to add espresso to an existing business
Already in the coffee business and want to increase sales,
this program will help you to save time, money, minimize your mistakes and improve your chances of success:
If you are "just thinking about it" and starting your "research", it means that you are seeking some answers. Though most of your concerns and questions may be answered in my book, this program also includes over the phone personal consultation with me, dealing with your specific challenge or opportunity. Wouldn't it be of great benefit to you if you could pick up the phone and get the answers to all of your questions? It will save you time and prevent you from making mistakes that may affect your financial future. What mistakes? Please go here and read all about it: Mistakes
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, and of earnings potential. If you present it to the lender or landlord as part of your package, it will add to your credibility and may greatly facilitate your negotiation. Many of my former clients have used it successfully.
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. This program includes over the phone personal consultation with me regarding your location, or any other coffee business related matters.
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. 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 advise 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 items 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.
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!
With this program you will also get my personal over the phone consulting, which may be the most valuable part of the whole package. It may cover common sense advise that will save you time, money and aggravations, like the choice of a location, certain design or product line, or any other subject not covered by the book. All you have to do is to pick up a phone and call me!
Alex Fisenko 503-590 9423 Pacific time until 8pm
Can you think of a more valuable resource than the above?
This program will help you to increase your revenues by focusing on espresso based drinks. While the average independent coffee shop generates only 31% in espresso sales from their total revenues, my consulting client's average is 78%!
Why is that important to you? Because by selling mostly espresso based drinks instead of brewed coffee you will make more money and create a loyal customer base that will return to you on a daily basis.
At some point you have to quit dreaming and "researching" and start acting. The longer you postpone, the more difficult it will be to find a location. Besides spending only your time, you should also invest some money in order to transform your dream into reality, otherwise it will remain only a dream.
Many people ask me where to get the financing. Though I cannot get you the money, the business plan in my book 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 will be greatly improved.
The following is a description of the Book & Video, it's contents, references and endorsements. If you wish to skip this and order right now, please go here: Book & Video Order.Contents of the "Espresso Success Business Program" Book:
1. Espresso Coffee Business in USA background. You need to know where you are coming from before you know where you plan to go!
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. (will point you in the right direction and prevent waste of time and maybe even save your shirt in preventing you from taking the wrong location).
4. Different espresso coffee concepts: Student Coffee House, Business District Coffee Bar, Coffee Kiosk in a heavy traffic location, Coffee Cart, Mall location, Drive-Thru. Opportunities and challenges of each.
5. Store Design for maximum efficiency and speed of operation. TYPICAL PLANS INCLUDED for the working space of a Coffee Shop/House and a Drive-Thru. If your shop is designed improperly, it will take longer to serve the customer and make your employees much less productive, contributing to customer dissatisfaction and employee morale.
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 Store Equipment Package - a complete list of everything you will need, including costs. Save thousands in knowing what to buy and where!
9. Espresso Machines and Grinders - without mentioning any specific brands, discussing what will be best for you. Just this may save you $2000-$8000
10. 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 what you want them to order.
11. Employee Hiring - how and where to get your employees for best service and loyalty.
12. Pre-opening and Training - set up your store properly and train your employees, so your customers won't feel like training tools!
13. Day to Day Operations - a typical schedule of tasks.
14. Master Barista Techniques- supplemented by a video tape "Espresso 101," talking about the espresso business, machines, grinders, showing barista techniques and machine maintenance.
15. 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.
16. An Operating Profit Statement to help you with a Business Plan.
Meanwhile, should you have any questions or concerns related to this business, why don't give me a call? No cost or obligation. Alex Fisenko 503-590-9423 until 8 pm Pacific time.
This information updated February of 2002
Your investment in this "Espresso Business Success Program" is $159.50 for the book alone, and $279.50 for the complete program which includes the book and the "Espresso 101" video tape. This also includes my personal over the phone consultation, which may be the most valuable part of this program as it covers your specific area of interest or concern.
Is this program worth the money? It is if you are seriously planning to be in this business and you are doing research because you still lack a lot of information. This program, together with my over the phone consulting included in the price, will provide you with all the information that you will need. Of course, there is a chance that the more you learn the more you may realize that this business may not be for you. Will you have wasted therefore $279.50 on a program that you won't use? Think about it: What would you rather waste, this small amount or up to $300,000 and several months of your life to realize at the end that this business is not for you?
By the time you are ready to open your doors for business, you will have invested between $15,000 - $300,000, depending on the concept. The cost of this program would be a tiny fraction of your total investment. This is how much you would expect to pay for a table and a couple of chairs or fixtures!
Compared to the cost of my "Turn-Key Consulting on Location Program" , from $2500 - $7500 (plus travel, depending on the concept, days on location and distance) this $279.50 investment will pay for itself a hundred times over! Besides, should you decide later on to hire me, I will apply its cost to my consulting fee.
But you need it before you start planning, leasing, remodeling or ordering equipment. Though it won't guaranty your success (no one can, not even a franchise), the thirty years of experience and dozens of successful shops behind it proves that this system works!
Please click here to order, or continue reading for some endorsements and references.
Some time ago I received this e-mail letter from a woman near Chicago.
Dear Alex:
I just finished reading your book. I wish that I had known about you 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 shop for lease in.......near Chicago, and because the rent was cheap, only $750 per month, I leased it. Using my own savings and some borrowed money 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 cappuccino 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 coffee shop business, as you say on your website!
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. You see, my shop is in a strip mall removed from the main road by about ten parking rows and is very hard to see by the drivers. The only customers that I get are coming from the next door hair salon and supermarket. I only average around $200 a day in business, and after paying all my expenses I feel that I am working for minimum wage.
I am attaching my menu, which as you can see is much different from what you have in the book. 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...........
How can you be sure that it will work for you? How can you know that you won't be wasting your hard earned money by investing in this program?
Please read what some of my former consulting clients have to say:
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
Hillsdale, MI
"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
We had a large bookstore with plenty of room in a busy location. We wanted to incorporate a coffee bar inside (similar to the Starbucks at Barnes & Noble) and fortunately we found Alex on the internet. His "Espresso Business Success" book and video gave us just what we needed to start our coffee business!
It proved invaluable in designing the shop, the marketing of the espresso and the tape showed us how to prepare drinks correctly. We are off to an excellent start!"Jay Weygandt
logos book store
Springfield, OH
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.
"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.
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.
Why not take advantage of this program right now? Should you engage my full consulting service later on, this amount will be deducted from my normal fee
If you have any questions or concerns, please feel free to call me between 8 am. and 8 pm. Pacific.
Alex Fisenko 503-590-9423
The material will be send to you no later than the next working day after receiving your order.Outside of US: Please call the local FedEx office to find out the shipping charges to your country and add that amount to the price of the material, (approx. one kilo in weight) otherwise it may take weeks to get there. My zip code in US is 97008
Here is what you get for $159.50:
My "Espresso Business Success Program" guide
Up to thirty minutes of personal consultation over the phone or e-mail
Here is what you get for $279.50
My "Espresso Business Success Program" guide
"Espresso 101" video tape
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
2. Phone
3. Mail
4. Pay PalCredit Card: You can order right now with the form below. Please add $3.50 for Priority Mail (three to seven days) or if you want it in a hurry, add $17.20 for Express Mail.
Outside of US: 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.
$163.00 for book only and some phone consultation. Priority Mail Included.
$283.00 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 $17.20 for Express Mail (next day)
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Please fill out the amount and click to order
By phone: Between 8 am - 8 pm Pacific time. 503-590-9423By mail, please send your check or money order to:
Alex Fisenko
6107 SW Murray Blvd. PMB 297
Beaverton, OR 97008
If you wish to order through PayPal, please click on button below and fill out the form. 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. Access PayPal here:
Links:
" Turn-Key Start-Up Training Program"
Espresso Business Success Main Page