This book is a distillation of their experience of the many dozens of coffee and sandwich businesses they have opened both personally and for clients. It is based on the Great Formula they have created within their own businesses and their consulting practice, which focuses on: PASSION Believe that you will produce the greatest coffee and the greatest sandwich in your area.PRODUCT Create and refine star products that give people the ''reason why'' to buy. PEOPLE Attract, train and retain great staff. MARKETING Become a marketer, with examples of great marketing in action. SYSTEMS Create systems so that you don''t end up doing everything yourself.MONEY Make a profit or your business won''t last. With advice on location, raising finance, and devising a clear marketing plan, this entertaining but highly practical and detailed guide will enable you to open a coffee shop or sandwich bar that actually lasts and makes money.Catch up with the Coffee Boys at www.thecoffeeboys.comContents: About