Baristas Coffee Company, Inc. (BCCI)

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I am not comparing Baristas to the big players, but to the industry in general. Make a long list, from the small to the large, and you will see that Baristas is way overpriced. If you do the comparison, you will also find out that the larger outfits tend to have the highest P/S and P/E; not the other way around. Baristas breaks the pattern, and it makes no sense to place so much value in such a small outfit without a track record.

From opening the first store in 2010, the company has grown to the current ten stores. It may have had as many as twelve at one time, and throughout its existence it has had 14 location, four having been closed. The sales per location is down and the company has not broken out revenues from ice cream or sales through the website. Why would anyone invest on a company that does not provide a breakdown is beyond me. I can understand putting a few dollars on a momentum play but not investing in this industry in a company such as this one.

The failure of the ice cream is clearly evident. To claim that it is a hard field in which to create a successful product is only an excuse. People should not use excuses in matters of investment. A failure is a failure regardless of how one paints it.