Marketing: An Expectation Economy

To successfully market to your target audience, it is necessary to understand the trends in which they, your audience, pays attention to. Watching and tracking cross-industry trends can help you better focus your advertising and marketing dollar more effectively. The following excerpts from an online article is a start to address capitalizing in on your share of this dynamic market.

Sure, we know that what you really, really want is to be told which trends will dictate your industry. If you're in automotive, you want to know about the future of transport; if you're in food and beverage, you're no doubt interested in everything healthy and green and organic. And of course you have a near-obsession with what your main competitors are up to. But in an EXPECTATION ECONOMY, business professionals should obsessively think and look cross-industry, as opposed to suffering from industry tunnel vision.

Here are three reasons why looking cross-industry isn't just great for inspiration, but a prerequisite for understanding how to fuel innovation in an EXPECTATION ECONOMY:

First of all, focusing solely on your own industry will obscure the fact that in economies of abundance, consumers are increasingly spending their 'play money' on goods and services that net them the experience, the indulgence, the excitement, the satisfaction they're looking for at a specific moment.

Secondly, limiting yourself to your own industry will make you miss important changes in consumer expectations, and will thus put you at risk of disappointing or even annoying consumers. Every industry has its own 'innovation competence', and the innovations they're bringing to market not only excite their own customers, they also shape their expectations for other industries.

Last but not least, if you're obsessed with what your direct competition is doing, you will always end up copying new concepts in your industry. Which means that, unless you're comfortable with being a 'smart follower', this is not going to unleash your innovative brilliance.

Now, all of this is of course not to say that you shouldn't actively track what's happening in your own industry. But in the next 12 months, do also constantly ask yourself: who are our other competitors? What experiences could our product or service be traded in for? And what can we learn from other industries setting consumer expectations across the board?

Tracking and understanding THE EXPECTATION ECONOMY is not a science; in fact it's a nice mix of experience, intuition, and knowing your sources. Grab your notebook and camera and start taking EXPECTATION ECONOMY notes and pictures.

Find competitors and non-competitors, big and small, who are setting consumer expectations much higher than you've ever been able to. Then compile what you think are now the global standards for whatever it is you do, and from there start thinking about new goods, services and experiences that at least incorporate those standards, and preferably outdo them.

With a little practice and perseverance, you will begin to see trends that you as an owner can utilize to capture your target market. Sometimes, being the biggest is not necessarily being the best.

(Courtesy: TrendWatching.com

Read the entire story at

www.trendwatching.com/briefing/)

Cuppy's Coffee Real Estate on a Mission

The process of opening your store is a very in-depth and carefully orchestrated strategy developed by Cuppy's Coffee to ascertain the data you need in finding that perfect location. This stage of the project can be the most time consuming and frustrating part of the process, but with the assistance of our trained specialists, we are dedicated to making this process a little less stressful.

When you become a Cuppy's Coffee franchisee, you will work along side an expert in the real estate field who specializes in locating, analyzing and researching A and A+ locations within your specific geographic area. Your specialist is a liaison between you and your landlord, helping you to find, negotiate and secure that prime location.

One key factor in the success of your Cuppy's store is the location. When you become a franchisee you will work one-on-one with specialists who know the real estate market. Most franchisors leave it up to you, and you alone, to find and negotiate your location. Cuppy's prides itself on providing you access to locations and real estate professionals who are dedicated to your overall success.

Working side by side with your specialist, you will have the comfort knowing she is communicating with top local brokers as well as the giants in the real estate development industry. These developers, such as General Growth Properties, Cafaro, Taubman and Simon, give you access to major locations and luxurious shopping centers throughout the United States.

To better understand what your real estate specialist can do for you, you must first understand the different models available to you, as well as their functions and descriptions.

Read more about Cuppy's Coffee Real Estate

"Pimp This..." BK Plans New Menu and Dining Experience:QSR Probably Not to Far Behind

It was just a matter of time. The success of TV reality series like "Pimp my Ride" and "Pimp my Truck" has trickled over into our fast food dining experience. The next generation of BK restaurants may include the phrase "Pimp my Burger".

Burger King announced plan to build a new version of their restaurant called the Whopper Bar that will sell a wider selections of signature burgers in a hipper more Gen Y atmosphere.

Menu items have yet to be finalized but expect names like Western Whopper, the Texas Double Whopper and the Angry Whopper (a burger topped with spicy onions) to rule the board.

If successful look for newer more hip names from all the aspects of the quick serve industry:

Pimp my Coffee, Mack out my Mac, Load my Latte; I can see the marketing gurus chomping at the bits.

Read more about Burger King's vision:

Over Coffee Obama-Bloomberg Talk Politics

Is New York's mayor a potential VP candidate for Obama if he wins the Democratic nomination? Reporters and onlookers all gathered outside a NY cafe as the two discussed politics inside eating and drinking coffee.

The NYC mayor has yet to endorse a candidate for the nomination. This may be also the reason for the Presidential candidate, looking for super delegates to support his nomination for the White House.

The Cuppy's Coffee Cart

The Cuppy's Coffee cart appeals to the most free-spirited franchisees. The cart allows franchisees the freedom to choose when, where and how long they would like to work.

In 2008 the coffee and smoothie cart business will be one of our fastest growing business models due to the fact that you can use it almost anywhere. It works great at high schools, football games, basketball games, little league tournaments, and for any kind of gathering or special event. In fact WedNet.com said espresso coffee carts are growing in popularity as a healthy and safe alternative to alcohol, and they add a classy touch to any occasion!

Elite Mfg and Cuppy's Franchisees Target Open Dates

Cuppy's Coffee franchisees are working towards getting their locations open to the public. The process of opening their stores happens when they've signed a lease and that is where the fun begins. Working with a local general contractor or an Elite Manufacturing Specialist, Cuppy's franchisee begin the tedious task of getting their sites up to trade dress standards. Currently Elite has over 20 projects in the works.

Thinking of Franchising: Here Are The Facts

Thinking of opening your own business? Here are the facts associated with opening a franchise.

There are an estimated 1,500 different franchisors (franchise business companies) operating in the U.S.

There are believed to be more than 750,000 franchise businesses in the U.S.

The franchising industry and businesses employs over 18 million people in the U.S.

In 2004, it is estimated that franchise businesses were responsible for over 1.5 trillion in economic

output.

The franchise industry accounts for 40% of all retail sales in the U.S.

A new franchise business opens every 8 minutes of every business day.

Approximately one out of every 12 businesses in the U.S. is a franchise business.

Franchise fact: More than 75 different industries use franchising as a means to distribute goods and services.

The average initial franchise investment is $250,000- excluding real estate.

The average royalty fees paid by franchisees range from 3% to 6% of monthly gross sales.

Most franchise companies have fewer than 100 units.

The average length of a franchise contract is 10 years.

Top franchise industry- Fast Food.

Top franchise company- McDonalds.

How to Buy An Espresso Machine: Coffee 101

Coffee franchisees have the luxury of not having to purchase their espresso machine, the corporate offices has already done the research and has determined which machine is best for the company. But what if you're a independent coffee shop entrepreneur? What guidelines do you have to go by in order to select the best espresso machine for your business?

Manufacturers and distributors have a slew of shiny, bell whistling machines, that if your not careful, can end up costing you thousands of dollars before you realize you've got the wrong machine. The following are some typical suggestions to follow when you're out looking for that perfect espresso machine that will be the bread and butter of your store.

1. Do Your Research -- The specialty coffee industry has its share of reputable consultants to lead you thru the murky waters of espresso machine selection. Their years of experience in this field can determine if a machine is the one or if its crap. Other options are for you to visit local coffee shops and check out what machines they are using. Owners are proud of their machines and can give you the ups and downs on any particular model. Make sure your visit stores that have different models and manufacturers to get a rounded view on which machine may be best for you. Coffee message boards, blogs, company web sites, and trade shows are another option to consider in your decision making process.

2. What is it you Need and Want? -- What you want is not necessarily what you need. These are two different criteria that you will need to address. The most colorful, aerodynamic and shiniest machine may be just barriers of what's inside and that may be a recipe for disaster. To navigate this mostly Italian maze you will need to sit down and logically determine your needs. First figure our how much volume you'll be doing. Next, the type of machine will dictate what quality of drink you'll be able to make. Traditional espresso machine vs Automated espresso machine. The traditional espresso machine requires a barista, a highly trained coffee bartender while the automated machine needs someone to push a button. Each has its benefits and draw backs but you will need to determine how much interaction you want with your customers. How fast do you want your lines to flow, consistency is important and maintenance of the machine all have to be taken into account.

3. How Much? -- Espresso machines are not cheap. Knowing your needs will eventually effect how much you're going to spend for the workhorse of your business. Espresso machines run between $12,000 - $19,000 for a good quality machine.. Automated machines fall into the same window with slight variations depending on the maker. Before settling into a used machine do the the math. Determine the payoff of your expenditure for a new machine vs the expenditure of a used one. Warranty and service issues will need to be addressed with both a new and used machine. Figure out how much coffee you'll need to sell to pay off the cost of your espresso machine. Information on that can be found at many specialty coffee association web sites.

4. Training -- No matter which machine you purchase, you'll need to be trained on how to maintain it, pull the perfect shop and how to keep it running smoothly. With such a large capital output to open your coffee store, you should take formal training classes on baristaship. That is money wisely spent.

Remember to ask questions, research diligently and to get the proper training. Doing so and you can honestly say "that was money well spent."

Multi-Unit Ownership: Are They Part of Your Plans?

Financial independence is on the mind of most franchisees and entrepreneurs. But what route should a owner take in order to achieve their dreams? This article from Franchise Magazine addresses this issue.

Franchisees usually operate in their own locality, meaning they bring knowledge of geographic locations and labour markets to the franchise, as well as their own managerial skills and financial capital. Through multi-unit franchising this local market knowledge can be fully exploited. A network of single unit operators is likely to exhibit a wider variation in performance than a group of units operating under the same administrative structure. (read the entire article)

Do Internet Postings Hurt Franchises: Quiznos, Cuppy's, Meineke?

Negative press for any business can be devastating. Look at the Quizno’s situation going on with disgruntled franchisees. I like Quizno’s sandwiches on my lunch break and it’s a welcome break in my usual burger/fries routine. What I don’t understand, and what may come to pass, is that this negative campaign franchisees and bloggers are causing may just cause the brand to go out of business. And where will that leave people who enjoy the Quizno’s menu? Subway…good but no sizzle.

The explosion of the internet has given rise not only to readily accessible information but forums for people to vent their frustrations and anger at companies, political figures, and even the government. Do these forums help or make the situation worse? Your feed back is aprreciated.

Is Weak Economy Effecting New Coffee Construction?

The price of gas is at an all time high, new home construction is the worst in years, and the financial collaspe of a major investment firm may be factors in the slow down in new retail businesses, like coffee stores, opening across the nation.

Fear of a recession and possibly a depression has banking institutions tightening their criteria on who receives financial approval for their projects. Many first time investors are seeing their source for funding drying up at an alarming rate.

These tighter restrictions are being felt by entrepreneurs nationwide looking to open a business or franchise. The growth projections of the economy has long been gauged to new homes and business openings, but now the experts have cause to be concerned. The cost of doing business has just gone up. Gas to deliver goods and materials is causing many business to file bankruptcy, lay off staff and/or close their doors. Most businesses are feeling the effect of higher gas prices, causing many companies to up their prices for goods like wheat, milk, construction material, coffee, and a host of other products which is then passed onto the end user.

President Bush's economic stimulus package may not be enough for businesses like construction, transportation and service oriented businesses to keep their doors open. The $1200.00 for married couples, $600.00 for individuals package may not be enough to help these struggling industies to stay afloat.

Commercial lending institutions are being more selective in which projects they will fund. For the small town entrepreneur, this selection process may not include their dreams of living the American Dream.

Expansion in California Planned by Cuppy's Coffee

A slow economy and credit fears has not stopped Cuppy’s Coffee, a Florida based franchisor, from expanding its coffee operation in California. Three new leases have been signed and with more on the way. The new locations located in Murietta, Lake Elsinore and Palm Desert are on track and are expected to open later on this year. California is already home to Cuppy’s Coffee in Murietta, Oceanside, and Chino.

Andi Davidson, PR Director at Cuppy’s, states that the specialty coffee industry has yet to reach a saturation point in the U.S. With the likes of powerhouse giant Starbucks revamping and others like McDonalds and Dunkin Donuts all vying for a piece of the market, Cuppy’s Coffee is positioning itself throughout the country as an alternative to corporate style coffee.

"It's all about the experience and quality of the coffee." Davidson stated.

Cuppy’s Coffee based in Fort Walton Beach, FL has 60 stores throughout the country open an operating, mostly franchises. For more information about Cuppy’s Coffee visit their website at www.cuppys.com

Medina Enterprises Accelerates Growth by Augmenting Management Team

Medina Enterprises, a Fort Walton Beach based holding company, announced today the newest addition to its executive management team with the hiring of Don Ochsenreiter as Executive Vice President and Chief Financial Officer. Ochsenreiter brings significant financial and operational leadership to Medina Enterprises. With Medina anticipating tremendous future growth, Ochsenreiter’s primary objectives are to establish optimal capital structure for the company to facilitate its imminent growth, and to help Medina achieve this growth building a solid financial foundation.

Since its origins over 22 years ago, Medina has been helping grow franchises on a national and international level. In 2007 alone, Medina welcomed two new franchise companies to the family, Planet Wings and San Gelato Café. Medina also franchises for Cuppy’s Coffee and will add another franchise to its portfolio by second quarter of 2008. The corporate offices in Fort Walton employ over 100 people.

Before joining Medina, Ochsenreiter was President and CEO for Burton Golf, Inc. for the past 13 years. At Burton Golf, Ochsenreiter repositioned and grew the leading golf bag brand to the number one market share position in golf course shops worldwide. Before recently selling the company to a strategic buyer, he managed every aspect of the company through operational and industry change. Ochsenreiter holds a B.A. in economics from University of North Carolina at Chapel Hill and an M.B.A. from the McCombs School of Business at the University of Texas.

“I am very excited about what Medina has accomplished in the past year and a half, and I am very optimistic about its future prospects,” said Ochsenreiter. “Medina is a great contributor to the local economy and it is refreshing to have such a growing company here that diversifies our local business community. I look forward to developing a long-term strategic plan to ensure the company’s continued success.”

For additional information on Medina Enterprises visit www.medinaenterprises.com

Cuppy's Coffee Set to Release New Cups to Franchisees

Rising costs and economic forecasts have led Cuppy's Coffee to find a more reliable and cost effective cup for its franchisees. Currently, Cuppy's had been ordering 3 different cup sizes and 3 different lids causing confusion within the company and this is just the hot cups.

Now Cuppy's Coffee is set to release a cup that works for both hot and cold drinks. The cup is also recyclable, giving cause to the environmental waste concerns of both the company and the public it serves.

The new cups features the IMx technology meaning that beverages served in the new cups maintain the ideal serving temperature of 155F to 175F longer than a single paper hot cup with sleeve.

Now instead of using two cups, one for hot and one for cold, the new cup can be used for both. An all in one cup! The insulation properties keep cold drinks cold without the need for a sleeve and while eliminating condensation from the outside of the cup keeping it comfortable to the touch.

One size is all that is needed for new cup. No need for different sized lids for the various sizes. This reduces cost to the franchisee by having a cup that can accommodate flat lids, dome lids and hot lids on all 3 sized cups. In other words each lid type is universal and fits all 3 size cups, allowing the franchisee to stock just one size, while simplifying the ordering process.

The new cup is fully recyclable which eliminates the need to double-cup requiring twice the energy, twice the waste, and emits twice the amount of greenhouse gases.