For a Spring 2010 college course assignment, I created a fictional business and corresponding presentation. It demonstrates business savvy, creativity, computer and research skills.

1. © 2010 espresso café, all rights reserved.

2. Executive Summary
• espresso café™ is both a
bricks-and-mortar and
online storefront
• It is a 21st century
coffee shop with the
amenities required by
today’s mobile lifestyles

3. The 21st Century Mobile Lifestyle
• When it comes to
business, our feet may
be on the ground but
data and software are
increasingly in the
cloud2

4. The 21st Century Mobile Lifestyle
• To get tasks done,
people are leaning
heavily on Web-based
apps...1
• The mobile revolution is
happening right now2
Footnote #3

5. Mobile Computing
• Before mobile
computing achieves
widespread use,
however, concerns
about privacy and
access need to be
addressed

6. This is Where We Come In...

7. High-Tech Amenities
• WPA2®-Personal
protected wi-fi access
for members
• Surge-protected outlets
at every seat
• iPhone®/iPod® charging
dock at each table

8. The Uniqueness of our Concept
• We will achieve on-
going revenue streams
by offering
memberships
• Customers will purchase
an espresso café
membership card at the
store and register it
online
• The fee for membership
is $9.95 per month
Sample membership card

9. About our Memberships
• The registration process will
include:
– Providing valid credit card
information
– Choosing a unique user name
and password for encrypted
wi-fi access in the store
– Registering favorite menu
items

10. Additional Member Benefits
• A private, members-
only meeting room
– Audio and video
conferencing and
recording capabilities
and special food orders
will cost extra
• Access to members-
only chat rooms online

11. Other Revenue Streams
• Evening and holiday rental of the full space
• Fees for encrypted wireless access for non-
members (15 minute increments at $3.00 per)
• Web banner ad space available to local
merchants

12. iPhone App and Website

13. Social Networking
• espresso café will use
Facebook and Twitter
extensively to promote
our business and our
brand
• We are exploring other
Web 2.0 applications as
well

14. Location Criteria
• Suburb of a large city
– Local college or
university
– Clearly shopping district
• Near public
transportation and
other businesses

15. Space Criteria
• Leased space
• 1,000 to 1,500 square
feet
• Ability to to add wiring
and outlets
• Two single toilet
restrooms
• Adequate parking

16. Hours and Ambiance
• Hours will be 6am to
7pm, seven days a week
• A combination of tables
for two and four, as well
as armchairs in a living
room-like section
• We will not sacrifice
comfort for capacity

17. Our Customers Will Include...
• Entrepreneurs
• Telecommuters
• Freelancers
• Professors
• Students
• Work-at-home moms
• Retirees

18. How We Identified Customer Base
2010 growth trends1
1. The senior market
2. Local business
a. Demand is exploding for
locally grown and made
3. Education
a. Very large numbers of
people are going back to
school

19. Entrepreneurship
• 8.7 percent of job
seekers gained
employment by starting
their own businesses in
second quarter 2009 –
up from the record low
of 2.7 percent during
the last quarter of
20081

20. Telecommuting
• For more than a
decade, the number of
telecommuters has
been growing rapidly,
gaining more market
share than any other
form of transportation1

21. Online Learning
• Online courses have been
around for nearly two
decades, but enrollment
has soared in recent years
• More than 4.6 million
college students (about
one in four) were taking
at least one online course
in 2008, a 17 percent
increase over 20071

22. Virtual Meetings
• The Association of
Corporate Travel
Executives says the
percentage of its
members who were
"seriously looking" into
using videoconferencing
rose from 21 percent in
2007 to 81 percent in
20091

23. espresso café, Our Future1
• We anticipate a three-
month period will be
needed to establish the
business
• Our estimated monthly
expense for that period
and one-time start up
costs will total $276,200

24. Our Mission
• To compete, people
need an office that goes
everywhere1
• We'll help them get the
job done, comfortably
and securely (we’ll feed
them well, too!)

25. © 2010 espresso café, all rights reserved.
Thank you