Baristas Coffee Company, Inc. (BCCI)

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Yep. They're still doing it wrong. TV advertising is a waste of money. As far as I'm concerned they should only be concerned with steps 1-3 at this point. Their attempts at step 3 (duplication) has been a miserable failure. It's way too soon to be on step 5, they don't even have a successful coffee shop business at this point, it's generating a huge loss. Expensive marketing will just keep the losses coming. FIX THE BUSINESS AND TIGHTEN THE BOLTS.


How to run a profitable retail business like BCCI - 101
by: Victor Del Prete

Step 1: Sell something people want, be it goods or services.
Do it a lot. Refine it. Maximize profits. Shrink costs.
Do it better than your competition.
Save money and use all your money to improve the business.

Step 2: Continue step 1 until it's perfected.

THEN AND ONLY THEN MOVE TO STEP 3.

Step 3: Duplicate your success. Open more stores in MARKET STUDIED areas.

Step 4: Continue operating them in parallel until you perfect it.

Step 5: Start working on branding and marketing. Refine the entire process until it's perfect.

THEN AND ONLY THEN MOVE TO STEP 6.

Step 6: Expand your product offering.

Step 7: Consider up-listing to NASDAQ.

THEN AND ONLY THEN MOVE TO STEP 8.

Step 8: Start paying yourself.